JUNE 2012 VOLUME 7, NO. 4
features
24 ASTRA Marketplace & Academy by Nancy Lombardi
42 Trends in Licensing 2012 by Nancy Lombardi
44 Licensing Show 2012
by Laurie Leahey and Jennifer Lynch
56 Building Imaginations with Construction Toys by Laurie Leahey
60 Product Presentation: Construction Toys by Laurie Leahey
62 Gaming for the Future by Jennifer Lynch
64 Product Presentation: Video Games by Jennifer Lynch
66 Having Fun While Exploring Science by Chris Adams
68 Product Presentation: Science & Exploration by Chris Adams
70 Specialty Emporium: Conservation Central to Safari Ltd.’s Mission by Jennifer Lynch
departments 6 8 10 14 16 18 22 72 74
Observations & Opinions Sizzlers The TICKER Entertainment Marketplace: Fruit Ninja Industry Forum: TIA Industry Forum: ASTRA Merchandise Makers: Just Play You’re Hired Calendar of Events
On this page, from the left: Doc McStuffins from Just Play; Zinkia Entertainment’s Pocoyo; Sony’s The Smurfs 2; Marvel’s The Avengers; Uncle Milton’s Anteater Bug Vac; Konami’s Pro Evolution Soccer 2013; American Greetings’ Care Bears; FremantleMedia’s Monsuno On the cover, clockwise from the left: Hello Kitty from Tynies; Jumbo Zip-it from Bananagrams; Gund Girls Brooklyn doll from Gund; Sandzini in dinosaur form from Ohio Art; Playmobil’s Pirate Ship; Calin Laughing Blueberry by Corolle; Fashion Angels’ Tapefitti Tape Art Kit; Text Twist from Endless Games; Toobers & Zots from Little Kids; Schleich’s Smurfette; Lamaze’s Penguin Pull Toy; Green Toys’ Mini Fastbacks
cover created by Jennifer Lynch
Untitled-1 1
5/14/2012 3:25:11 PM
OBSERVATIONS & OPINIONS
WWW.ANBMEDIA.COM
June’s Trade Show Circuit BY
BOB GLASER
T
his month the toy industry is in the midst of two very important trade shows, which overlap. First there is the ASTRA Marketplace &
Academy (more commonly referred to as the ASTRA Convention),
which takes place June 10–13 in Baltimore. Then there is the annual Licensing International Expo (more commonly referred to as
Licensing Show). That takes place in Las Vegas June 12–14.
Licensed toys are obviously very important to toy sales. This year seems especially
full of new releases with the potential for successful licensing programs. Dr. Seuss’ The Lorax started the year off on a positive note with product from several licensees. Marvel’s
The Avengers opened last month to record-breaking box office numbers. As of press time,
it crossed $1 billion in global ticket sales in less than 20 days in theaters. The movie’s success has blown everyone away and has proven that Disney made a wise decision in its
purchase of Marvel. However, the success of the licensing program has yet to be fully
determined at this early date. The balance of the year offers several other potential box office blockbusters and licensing blockbusters. There is Battleship (now in theaters), Men
in Black III (now in theaters), G.I. JOE: Retaliation (June 29), The Amazing Spider-Man (July 3), and The Dark Knight Rises (July 20). Let’s not forget Disney’s Brave (June 22), which will introduce the next Disney Princess as an action hero.
We will all watch with bated breath for the sales results of the licensed products
for the films listed above. Those of us who have been in the industry for many years
remember the glory days of toy licensing. At one time, there were less films released each year. Those films stayed in theaters longer, and the licensing programs were very deep and very successful. With the changes in the marketplace over the past few years, it is harder to replicate the sort of success that the industry saw with The Lion King, for example, when it was originally released in 1994.
The trend now in licensing has shifted to focus on niche or smaller programs even
when big name entertainment is attached to it. Most licensors are not focused on the huge mega hit anymore. The timing is too short and it comes with too much risk.
There is more emphasis on a tight, well-crafted program that may reach a smaller audience but will guarantee long-term sales.
Switching gears a bit, I’ve lost count of how many successful ASTRA Conventions
I have attended. I’m told by Kathleen McHugh, executive director of ASTRA, that this
year’s convention promises to be the best one ever. I certainly believe it, as I watch
this show grow every year. The ASTRA show offers unique products that independent
store owners won’t be able to find anywhere else. More than 100 new vendors who
have never before exhibited at ASTRA will be showing products this year. ASTRA
says that attendance is expected to be up 10 percent this year.
I strongly encourage any independent retailer thinking about attending the conven-
tion to do so. You won’t be disappointed.
Safe travels and much success to everyone attending the trade shows. Keep an eye
out for members of the aNb Media team who will be attending both trade shows.
6 TOYS & FAMILY ENTERTAINMENT JUNE 2012
June 2012 • Volume 7, Number 4 PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM CONTRIBUTING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS KATHLEEN MCHUGH; KRISTIN MORENCY PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOYS & FAMILY ENTERTAINMENT is published six times per year by aNb Media. Copyright 2012 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOYS & FAMILY ENTERTAINMENT and SPECIALTY EMPORIUM are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
Untitled-1 1
5/14/2012 3:24:00 PM
SIZZLERS
Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales. WWE Action Figure The Miz
LEGO Friends Café Set
Hot Wheels Wall Tracks Power Tower Track Set
AIR STORM Z-X CROSS BOW Zing Toys
ANGRY BIRDS KNOCK ON WOOD GAME Mattel
AVENGERS 12-INCH FIGURES: HULK, CAPTAIN AMERICA, IRON MAN, AND THOR Hasbro BARBIE IN A MERMAID TALE 2 DOLL ASSORTMENT Mattel BEYBLADE METAL FUSION Hasbro
HOT WHEELS WALL TRACKS POWER TOWER TRACK SET Mattel LALALOOPSY LITTLES BUNDLES SNUGGLE STUFF MGA Entertainment LALALOOPSY SILLY HAIR DOLL MGA Entertainment
LEAPPAD EXPLORER LEARNING TABLET LeapFrog LEGO FRIENDS LEGO
8 TOYS & FAMILY ENTERTAINMENT JUNE 2012
LEGO STAR WARS ASSORTMENT LEGO
LITTLE TIKES SANDY LAGOON WATERPARK MGA Entertainment LITTLE TIKES COZY COUPE MGA Entertainment
MONSTER HIGH SWEET 1600 ASSORTMENT Mattel MONSTER HIGH OPERETTA AND TORALEI Mattel MONSUNO CORE Jakks Pacific
PERPLEXUS MAZE PlaSmart
SKYLANDERS FIGURES Activision
STEP2 WATERWHEEL PLAY TABLE Step2 WWE ACTION FIGURES Mattel
THE TICKER
A Recap of Industry Headlines • For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Alerts
JAKKS PACIFIC SIGNED FOR SLUGTERRA TOY LINE
Jakks Pacific entered a licensing agreement with Nerd Corps Entertainment, Inc., to manufacture, distribute, and market a line of toys based on the animated series Slugterra. The sci-fi, action-comedy adventure series is set to air on Disney XD this fall with 39 half-hour episodes, plus 39 one-minute online Slugisodes. The agreement includes action figures and accessories, vehicles, playsets, roleplay, novelties, and plush items. Jakks expects to launch the Slugterra product line at all major North American retailers and additional territories beginning spring 2013, targeting kids 6–11.
AGENCIES APPOINTED FOR PAC-MAN TV SERIES
Pac-Man animated series
Namco Bandai Games, 41 Entertainment (41e), and Arad Productions have appointed several new agents for U.S. licensing and promotional efforts for the upcoming Pac-Man television series, slated to begin broadcast on Disney XD in fall 2013. Striker Entertainment, led by Marc Mostman and Russell Binder, will be charged with securing licensees in the key categories of apparel, accessories, footwear, health and beauty aids, oral care, and publishing. The CDM Company, headed by Mitch Junkins, will handle all consumer promotional efforts. All categories not specifically handled by Striker and CDM will be retained by the 41e team in-house. 41e will manage the overall global licensing and merchandising program and has already granted a number of key licenses.
MATTEL HOSTS FIRST-EVER GLOBAL LICENSING SUMMIT
Mattel hosted its first-ever Global Licensing Summit in Miami in May. The three-day event brought together licensees from around the globe as the toymaker revealed its plans for each brand. The event encouraged licensees to interact and network through information sessions, a trade show, and a gala for nearly 700 attendees, which featured a fashion show highlighting the latest licensed product. The gala also featured Mattel’s first-ever global awards given out to licensees. The winners included Umeko Pte. (Rookie of the Year), C&A Modas (Best Product Softlines), Egmont (Best Product Hardlines), Dynacraft (Most Innovative Marketing), Grendene (Licensee of the Year), and Random House (Lifetime Achievement).
PINOCCHIO TO BECOME 3-D ANIMATED FEATURE
Guillermo Del Toro will co-direct The Jim Henson Company production Guillermo Del Toro’s fashion show at Mattel’s Global Licensing Summit Pinocchio along with Mark Gustafson (animation director on The Fantastic Mr. Fox). It will be a 3-D stop-motion animated version of Carlo Collodi’s The Adventures of Pinocchio, the classic tale illustrated by Gris Grimly. The film marks Del Toro’s first turn helming an animated feature. Inferno, a production and film financing company, represented the property to international buyers at the 2012 Cannes Film Festival in May.
10 TOYS & FAMILY ENTERTAINMENT JUNE 2012
THE TICKER
A Recap of Industry Headlines K’NEX TO CREATE BUILDABLE FIGURES FOR KISS, THE BEATLES
Live Nation Merchandise brokered two deals with K’NEX Brands to create building toys inspired by the rock band KISS and The Beatles’ film Yellow Submarine. KISS buildable figures will feature the iconic black and white makeup, trademark hairstyle, and platform boots of the band members. Yellow Submarine figures will feature groovy outfits, a black mop-top unique to the 1968-era of Beatles history, and the face that captures the look and persona specific to each Beatle. Sets include all band members and their instruments, such as guitars and drums, to recreate the full band experience. The package also doubles as a stage. Designed for children ages 5 and up, the buildable figure packs will be available exclusively at Target, target.com, and knex.com this fall.
LICENSING AGENTS SIGN FOR DRIVER DAN’S STORY TRAIN
Rocket Licensing in the UK and Licensing Street in the U.S. have been appointed to take the preschool entertainment brand Driver Dan’s Story Train into a wide range of categories across the two territories. Driver Dan’s Story Train has already established a number of strong partnerships including Golden Bear (UK master toy licensee), The Macmillan Campbell Books imprint (books), and Universal (DVD partner in the UK). Rocket plans to work with all existing licensing and retail partners to maximize the brand’s potential throughout 2012 and 2013. It will also boost brand awareness with strong promotional programs. Licensing Street is planning a major push for the brand at Licensing Show, where the company will be introducing Driver Dan and his friends to potential new U.S. licensees.
L AWLESS
TO
REPRESENT THE LITTLE PRINCE
Lawless Entertainment is now representing The Little Prince in the U.S. and Canada for animation, licensing, merchandising, and publishing. The Little Prince, first published in 1943, is a novella and the most famous work of the French writer, poet, and pioneering aviator Antoine de Saint-Exupéry. It has been translated into more than 250 languages and dialects, with sales totaling more than 200 million copies. Lawless Entertainment will introduce various categories of licensed merchandise to the North American marketplace. An animation series is expected as are retail partnerships with various department stores and specialty chains.
BEAU JAMES RESIGNS
FROM
COROLLE
Beau James announced in a letter sent to customers in May that he is resigning as director of Corolle North America effective June 4. James has been with Corolle since 1996. Mathilde Dezalys, Corolle’s managing director, will succeed James and assemble her own team. James will continue as president of both The Beau James Group and To Market, To Market, and he said in his letter to customers that he “remains committed to the challenge of identifying and introducing new and outstanding quality products to the American toy market.”
12 TOYS & FAMILY ENTERTAINMENT JUNE 2012
TFE_13.indd 1
5/21/2012 4:10:24 PM
ENTERTAINMENT MARKETPLACE
HALFBRICK STUDIOS BY LAURIE LEAHEY
s more and more app games proliferate the digital marketplace, it takes appealing graphics and addictive gameplay for an app to stand out. Several apps, such as Fruit Ninja, have become so popular that players want to experience the gameplay even when they are not in front of a mobile device. Launched in 2010 by Australian game developer Halfbrick Studios, Fruit Ninja is a mobile game that has players slashing through cascades of fruit with a swipe of their finger. Players slice their way through Classic, Zen, and Arcade modes to become the ultimate Fruit Ninja. But be
A
In Fruit Ninja, players must slice fruit to score points without getting defeated by the bomb.
14 TOYS & FAMILY ENTERTAINMENT JUNE 2012
careful of the bombs. They are explosive to the touch and will put an end to a player’s juicy journey. Halfbrick continues to support the app with content updates. Since its launch, Fruit Ninja has been downloaded more than 130 million times, earned the No. 2 spot on Apple’s Top Paid iPhone Apps of 2011 list, and been named one of Time magazine’s 50 Best iPhone Apps of 2011. Halfbrick partnered with HAP Consulting, a boutique firm specializing in trademark licensing, marketing, and new business development, to develop a Fruit Ninja licensing program that creates characters and personalities around the fruit. Halfbrick has been selective in choosing its licensees and approving product so that the end result will be a strong, coordinated product lineup. Several licensees already have product on shelves, and more licensed product will continue to be released throughout this year and next year. Mattel, Basic Fun, Jazwares, and Nanco-Nancy Sales, Inc., are producing toys, games, and electronics that incorporate the app’s fruit-slashing action. Apparel partners include Bioworld, Hybrid, and MjC. Halfbrick and HAP Consulting also signed Coveroo (phone cases), Calendar Holdings (2013 calendars), Healthy Food Brands (fruit snacks and gummies), SmileMakers (stickers), and Trends International (posters). Licensed product will appeal to Fruit Ninja fans of all ages, allowing them to show their love of the game and play out a non-digital fruit adventure.
NEED
TO
KNOW
• Fruit Ninja is available on the iPhone/iPad, Android, Nokia’s Ovi, and Windows Phone.
• Available for download from the Xbox Live Marketplace, Fruit Ninja Kinect turns players’ arms into fruitslashing blades for use with the Xbox 360 Kinect. • There is also Fruit Ninja: Puss in Boots for the iPhone/iPad, featuring the all-new Bandito mode and, for the first time ever, the tomato.
• Fans can also play on Facebook with Fruit Ninja Frenzy.
BASIC FUN
Basic Fun signed on to produce handheld electronic devices and 3-D figural and plush key chains. The Fruit Ninja Electronic Carabiner game (shown) plays like the original game—slice all the fruit before it falls out of the air and watch out for bombs.
Halfbrick signed Coveroo for Fruit Ninja-themed cases for the iPhone, iPod, iPad, BlackBerry, Kindle, and other devices. There are three designs from which to choose. All cases can be purchased at www.coveroo.com.
JAZWARES
Mattel is producing an array of tabletop games for Fruit Ninja. The games include Fruit Ninja: Slice of Life (shown) and the Fruit Ninja Card Game. Both games are for ages 5 and up.
Jazwares will produce plush, figures, and electronics based on the Fruit Ninja app. The plush come in a variety of sizes, including the 2.5-inch plush pictured, and some include sounds from the game.
COVEROO
HYBRID
Hybrid is one of the apparel licensees for the Fruit Ninja brand. The company will produce T-shirts, fleece, thermal tops, and tank tops featuring logos and other images from the app.
MATTEL
MJC
MjC will produce Fruit Ninja-inspired men’s, juniors’, boys’, and girls’ sleepwear, loungewear, and underwear.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 15
INDUSTRY FORUM
With More Apps Comes More Responsibilities
BY
KRISTIN MORENCY, TOY INDUSTRY ASSOCIATION
epresenting 26 percent of total toy industry sales in 2011 (up 2 percent over 2010), licensed products are frequently a bright spot for the U.S. toy industry. Licensors and entertainment executives flock to New York every February to broker deals with toy companies of all sizes at the Toy Industry Association’s (TIA) American International Toy Fair and may meet again with these partners in June at the annual Licensing International Expo in Las Vegas. Capitalizing on the creativity and innovative spirit of the toy and entertainment communities—and the popularity of their products—mobile app designers and providers are riding a digital wave into the toy industry. Thousands of new e-connected toys, mobile apps, and online games are bridging the gap between physical and virtual play and satisfying the lifestyle demands of
R
TIF NOW ACCEPTING NOMINATIONS FOR “PLAY CONNECTS” GRANTS
The Toy Industry Foundation (TIF) is now accepting nominations for its 2012 Play Connects grant cycle, which will provide up to three $10,000 grants to children’s charities nominated by members of the Toy Industry Association (TIA). TIA member companies (both full and associate) are encouraged to nominate one community-based charity. This can be done by visiting PlayConnects.ToyIndustryFoundation.org. Nominated charities must submit completed grant applications to TIF on or before August 15, 2012. Up to three grant recipients will be chosen and announced this December. Launched in 2011, Play Connects aims to connect TIA members with the rewarding world of philanthropy and to help positively impact children’s causes.
16 TOYS & FAMILY ENTERTAINMENT JUNE 2012
today’s kids. This explosion of technology has also led to a multitude of new safety and online data privacy concerns that are fast becoming hot-button topics among government officials, consumer groups, and parents not only in the U.S. but around the world. Taking the toy industry’s long-standing commitment to child safety into this new arena, TIA has stepped to the forefront as an advocate for sound and sensible measures that will protect children’s privacy and safety when using any form of digital media. “Toy companies recognize the special vulnerabilities of children and support both the federal laws and self-regulatory guidelines that have been put in place to effectively protect children’s privacy,” said TIA president Carter Keithley. “Safeguarding consumer privacy, especially children’s privacy, is a priority for the toy industry, and we believe that self-regulation is the best way to keep pace with emerging technologies. Should any new restrictions be necessary, regardless of where they originate, they need to be reasonable and well vetted to ensure they make sense for everyone.” TIA’s Responsible Marketing to Children committee is actively monitoring and engaging in discussions regarding federal and state laws and regulations, reports, policy initiatives, and self-regulatory standards that implicate privacy in a manner that affects toy companies, including: • Federal Trade Commission (FTC) revisions to the Children’s Online Privacy Protection Act (COPPA) (TIA has submitted comments about the proposed changes); • Do Not Track Kids Act, which bans tracking of kids and expands privacy pro-
tections for teens; • White House and FTC Privacy reports that endorse a “Consumer Privacy Bill of Rights” and single out mobile apps as the first topic for action; and • FTC report Mobile Apps for Kids: Current Privacy Disclosures are Disappointing, which suggests that privacy policies are inadequate or lacking in kid-directed apps. Some of the proposed restrictions could limit the ability of toy companies to improve content and allow children to enjoy personalized, interactive online experiences that are still anonymous and safe. Companies that did not comply could risk federal enforcement. TIA has reiterated to the FTC the industry’s strong support of self-regulation as an effective means of protecting children’s privacy. TIA already encourages both member and non-member companies to adhere to advertising and marketing self-regulation programs and to follow best practices on issues such as behavioral advertising, demographic tracking, and data protection. “TIA will persist in our efforts to educate the toy industry on best practices for children’s privacy, data security, and self-regulation and we will continue to monitor legislative activity and submit comments on behalf of the toy industry as needed,” says Keithley. “The safety and well-being of children is always our top priority.” For more information about the work of TIA on these issues, contact Stacy Leistner, TIA vice-president of strategic communications at sleistner@toyassociation.org or (646) 520–4858.
Untitled-1 1
5/14/2012 11:06:30 AM
INDUSTRY FORUM
Connecting and Sharing: Tips for Using Your ASTRA Network BY
retail store can be a
WAYS TO CONNECT WITH OTHER RETAILERS
of unanticipated ups
• ONLINE MEMBER NETWORK. ASTRA’s con-
KATHLEEN MCHUGH, ASTRA
O
wning an independent
roller coaster ride—fast paced, thrilling, and full
and downs. However, membership in the American
Specialty
Toy
Retailing
Association (ASTRA) brings with it hun-
dreds of colleagues—so the roller coaster ride needn’t be lonely.
ASTRA has many roles—let’s sum them
up as helping independent toy retailers
thrive in the marketplace by sharing ideas and pooling business resources. One role
that is consistently rated as a top membership benefit is access to the ASTRA network
ASTRA offers multiple ways for retailers
know fellow ASTRA members, it’s important
only for retailers, one only for sales reps, and
information sharing and networking:
fidential discussion boards—including one one only for manufacturers, plus cross-group
what works with less experienced retailers is central to growing the specialty toy industry.
This is especially important for the local store owner who is “the boss” and therefore
has no peers in the business with whom to
talk freely about problems and ideas.
The ASTRA network can be powerful.
“Over the years, I have increased my bottom
line by thousands of dollars thanks to ASTRA
and friends I have met through ASTRA,” says
Jonny Girson, owner of The Learning Tree in
Prairie Village, Kan. Whether you have been
in the business for years or are just getting
started, look to your ASTRA colleagues to
offer information or the advice you need to
get through the tough spots.
18 TOYS & FAMILY ENTERTAINMENT JUNE 2012
• BE ORGANIZED AND CONSIDERATE. If you ask
sales, flash sale sites, and much more.
able to articulate what you need.
ers—are forums for sharing information and examining current issues such as internet
ASTRA’s updated website allows for much
more strategic and inclusive conversations on topics introduced by participants.
• ASTRA M ARKETPLACE & A CADEMY.
means that the best independent toy retailers
attracting the best in the business and sharing
exchange. Here are a few tips for effective someone in your network for help or informa-
successful and innovative independent toy retailers. Our founders understood that
to understand networking as a two-way
discussions like retailers and manufactur-
ASTRA’s Marketplace & Academy, held
Since its founding 20 years ago, ASTRA
Whatever process a retailer uses to get to
to connect with each other, including:
of experienced store owners.
has counted among its members the most
MAKE YOUR NETWORKING PRODUCTIVE
every year in June, is the largest annual
gathering of the specialty toy industry. This in the business, along with up-and-coming
tion, make sure you know what you want to know. It wastes everyone’s time if you are not • MAKE YOURSELF A RESOURCE FOR OTHERS. If
you expect others to share, be ready to do so yourself. When you have received helpful advice from a colleague, always ask if there is anything you can do to help in return. When
you come across information that might be useful to those in your ASTRA network, such as an article or a web link, send it to them.
• THANK YOUR CONTACTS OFTEN. If someone
retailers, are all in one place and they are
helps you, they can never be thanked enough—
relationships, facilitates the sharing of
one who lends you a hand.
spending a lot of time over the four-day
event talking with each other. This builds
even if they are an ASTRA friend you have
known for years. Be sure to acknowledge every-
ASTRA Marketplace & Academy experi-
If you often feel as if you’re on that retail roller coaster, think of your ASTRA friends and contacts as a seat belt.
• ASTRA MEMBER DIRECTORY. One of the
experience,” says Mary Sisson, owner of
information, and is just plain fun. “The relationships are the best part of the entire ence,” says Gwen Ottenberg, owner of Imagine That Toys in Wichita, Kan.
best ways to learn from colleagues is to pick
up the phone and call another ASTRA member. (Email is another good option.) ASTRA
makes this easy by providing a print member directory each November and down-
loadable electronic membership lists that are updated monthly.
“No matter the question, our ASTRA
friends always answer freely from their own Kazoodle Toys in Vancouver, Wash. “ASTRA
friends have shared valuable information we have used to build our own toy store. It has been our toy store university.”
Kathleen McHugh is president of The American Specialty Toy Retailing Association (ASTRA).
Spread Template.indd 18
5/23/2012 8:30:50 AM
Spread Template.indd 19
5/23/2012 8:30:50 AM
MERCHANDISE MAKERS
JUST PLAY: COMPANY FOUNDERS GET BACK
TO
BASICS
BY JENNIFER LYNCH
ith more than 40 years of combined experience in the toy industry, Just Play co-founders Charlie Emby and Geoffrey Greenberg have already made their mark. Greenberg pioneered the roleplay and dress-up category with CDI (sold to Jakks Pacific in 2005) through licensing deals with Disney and Nickelodeon. Emby’s work at Play Along (sold to Jakks Pacific in 2004) highlighted his skills with Britney Spears fashion dolls, Care Bears, and the relaunch of Cabbage Patch Kids. But it was their joint work on the Hannah Montana franchise under Jakks when they first worked together. A year later, in 2009, they teamed up again to form Just Play. The business started in the children’s health and beauty category. “It was the result of having been in the toy business for so many years and having done so much there,” says Emby. So in 2010, licensed children’s shampoos, hand soaps, and more were the core of Just Play’s business. Disney, Nickelodeon, and Warner Bros. signed Just Play as a licensee, and it was licensing that would bring them back to toys. Because of Just Play’s active work with licensors, Disney approached them to take over its plush business. Previously Disney had kept this business division in-house, but the plush category was struggling. “They were looking for a new model to resurrect the entire plush lineup for Disney,” says Emby. “They knew we were toy guys, and we knew how to design, develop, market,
W
22 TOYS & FAMILY ENTERTAINMENT JUNE 2012
l–r: Star Wars Talking Character Plush Chewbacca, Doc McStuffins Doll
and sell product.” Just Play reached an agreement and took over all basic and feature plush as well as infant and seasonal plush, which were previously produced by multiple licensees. Emby credits a strong history and track record with Disney in helping to seal the deal. “Our goal was to get everything under one roof,” he says. “So from an approval standpoint and a design and development standpoint, it would be consistent across all brands. Their previous partners were really good at only one element. So, for us, understanding the marketplace going in, and having strong retail relationships, enabled us to make a difference.” By fall 2011, Just Play doubled the volume of Disney’s retail presence, according to Emby. This year, Just Play was assigned the master toy license for the new animated series Doc McStuffins, which premieres on Disney Junior this fall. Just Play is producing a line of plush, dolls, playsets, and dressup and roleplay items inspired by the show. “It was a function of proving to everyone that we recognize how to take a category, bring it to retail, and make it successful,” Emby says. This recognition has earned Just Play licenses such as Mattel’s Barbie and
Activision’s Skylanders. The company is now working to round out its portfolio with private label products and by diversifying across product categories. Just Play balances its plush business with 50 percent feature and 50 percent basic. But features have offered more opportunities to attract male plush consumers. “We try to put some feature even in our basic product so we can offer a bit more of the boy element,” says Emby. Affordability is also a concern. The new Bounce Bounce Tigger, launching this holiday, is an example of how Just Play offers value both in terms of its features and its price point. Greenberg and Emby recognized that most animated feature plush has become pricey for consumers, sometimes costing upwards of $70. “We decided we could create a compelling and innovative product with Tigger and still get it out there at a price point that would be appealing to moms—$40,” says Emby. The product will feature the iconic Tigger bounce with left to right action as well as head movement. With a lot on the horizon for Just Play in the next year, Emby says he and Greenberg are simply focusing on the strengths that delivered success in the past. “Our goal is to continue to under promise and over deliver,” Emby says. “It’s the way we ran our last businesses, and so far it’s been working. Toys are in our blood and it’s something we love to do.”
Untitled-1 1
5/14/2012 3:03:30 PM
ASTRA MARKETPLACE & ACADEMY
COMPILED BY
NANCY LOMBARDI
Baltimore, Md., is the location for this year’s ASTRA Marketplace & Academy. Exhibitors and attendees will gather in the Sheraton Baltimore City Center June 10–13 for networking events and seminars as well as previews of the hottest new items for the specialty market. Here is a sample of what will be on display at this year’s ASTRA Marketplace & Academy.
LAMAZE
Lamaze has a host of new items at this year’s ASTRA Marketplace that focus on classic play patterns for baby. Walter the Waddling Penguin Pull Toy (shown) helps baby advance gross motor skills. Featuring crinkle wings, colorful patterns, textures, and a surprise peek-aboo fish, this penguin is also ideal for stimulating baby’s senses and engaging in imaginative play. For auditory awareness and visual development, Walter has two high-contrast, bead-filled wheels and a pull string, which also allow baby to easily pull it along on any adventure. It is designed for ages 9 months and up. From the brand that introduced Octotunes comes Lamaze Turtle Tunes for ages birth and up. The plush turtle has a brightly colored musical shell. As baby touches the vibrant spots on the Turtle Tunes shell, different musical notes are played. While the bold colors aid in the development of baby’s vision, the musical sounds are ideal for creating auditory awareness. Lamaze Turtle Tunes features three different music modes to choose from and comes complete with a song book.
24 TOYS & FAMILY ENTERTAINMENT JUNE 2012
ENDLESS GAMES
Endless Games is following up its Toy Fair launch of Cupcake Race with two new games. Follow the Letter, a popular word game, is now available as a board game. Use the last letter as the first letter in the next response. For example, if the category is “States,” player one says, “New York,” player two says, “Kansas” (since New York ends in “K”), and player three says, “South Dakota”. . . then Alabama. . . Arkansas, and so on. The next new introduction is Text Twist. Based on the internet game, Text Twist is the home version of the letter-rearranging, race-against-the-clock game. There are two minutes per round. Come up with more words than your opponents with the six random letters on the board. Earn more points for longer words. The player with the most points after three rounds wins.
PLAYMOBIL
The Pirate Adventure Island features five magic coins that kids use to unlock a secret cave with treasure. Sound and light effects are activated when the cave is opened. The playset also has hidden stairs and falling rocks. The set includes three figures, a rowboat, a working cannon, and other accessories. The Pirate Ship comes with working cannons, a crane for loading and unloading, and a hidden compartment to store treasure. The ship can float on water and can be upgraded with the Playmobil Underwater Motor, which is sold separately. On the ship is a magic coin that can be used on the Pirate Adventure Island playset, sold separately. The Pirate Ship includes four figures and accessories. Both Pirate playsets are for ages 4–10. The new Princess Fantasy Castle features turrets, a gilded entrance gate, a grand staircase, and lots of rooms. Store all the royal jewels in the tower’s secret hiding place before taking a spin around the ballroom using the revolving dance floor. The set also includes two figures, a throne, chairs, a chaise, a chandelier, a jewelry box, a tea set, goblets, flower bushes, and a lifesize tiara, bracelet, and ring. It is for ages 4–10. Pirate Ship
ASTRA MARKETPLACE & ACADEMY BLUE BOX TOYS’ BKIDS
The Watch Over Me Dream Station from Blue Box Toys’ Bkids line helps babies sleep through the night. The fivephase system helps baby fall asleep and stay asleep. When it is time for baby to go to sleep, activate the Watch Over Me. As the paddles begin to sway, gentle music and soft projected lights help to calm baby down and prepare for sleep. In phase two, as the sensors detect less activity by baby, the device will get quieter and ease baby into sleep. Now that baby is asleep in phase three, the device detects no movement and the lights and music are replaced by soothing mood lights and white noise. The smart sensor in the device will continue to monitor baby. If baby wakes up, then soft music and lights will play to calm baby back to sleep. In phase five, once the preset timer completes its cycle, Watch Over Me will turn on the mood light and begin to play soft music, which will encourage baby to wake up.
TOMY
PLASMART
The latest brain teaser from PlaSmart is Hiccups. Pass the ball sequentially from cup to cup without a hiccup. Drop the ball and start back at cup No. 1. Designed for ages 6 and up, Hiccups is beneficial in developing motor and dexterity skills, as well as hand-eye coordination.
Each Tynies glass figure is handmade and unique. From owls to penguins, dogs to cats, and dolphins to crabs, there are more than 100 Tynies character styles to collect and display. Tynies are also available in two licensed styles: Hello Kitty and Smurfs. Hello Kitty is now available in six unique styles and poses. The Smurfs Tynies, also currently available, include Smurfette, Papa Smurf, Jokey Smurf, Baby Smurf, Brainy Smurf, Gargamel, and Azrael. These tiny collectibles are designed for ages 8 and up.
TYNIES
TOMY is introducing a host of new items for its Chuggington Wooden Railway System. The Chuggington Wooden Railway System adds more characters to its collectible lineup of engines as well as feature-packed starter train sets, buildings, and tunnels at key price points. All are made with classic, high-quality wood construction, which is compatible with other major wooden railway toys. Chuggington Wooden Railway Old Puffer Pete’s Mountain Adventure Set shows Old Puffer Pete trapped in the mountains when he is stopped in his tracks by falling rocks. Save the day by clearing the boulders from his path. Action Chugger Chuggington Wooden Railway Brewster’s Icy Escapade Set is the same one as seen in the episode “Frostini’s Meltdown.” A heat wave has struck and the power is out. Help Brewster safely reach the ice cave to quickly deliver ice to the ice cream factory. Chuggington Wooden Railway Rotating Rising Tower is a 2-in-1 rotating rising tower that features a unique four-way riser that rotates 360 degrees to build the ultimate Chuggington Wooden Railway layout. Stack the tunnel riser and cap to reach new heights with this destination. The Chuggington Wooden Railway Engines lineup includes Harrison, Chatsworth, Action Chugger, Frostini, Hoot & Toot, Speedy McAllister, Action Chugger Mobile Command Car, Piper, Skylar, and Decka. Engine two-packs are also available.
26 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Untitled-1 1
5/21/2012 11:15:20 AM
ASTRA MARKETPLACE & ACADEMY HOTALING IMPORTS
Hotaling Imports is the exclusive distributor of Papo Figures as well as many other European toy companies. From Djeco comes The Castle of Wonders, which is a heavy cardboard castle that is simple to put together, yet sturdy enough to withstand lots of play. The company says it is strong enough to hold Papo figures. Also from Djeco is Arty Toys, which come in three themes: knights (shown), pirates, and superheroes. These plastic figures have articulating arms and lots of personality. In addition, building on the company’s popular T-Rex comes Baby T-Rex with an articulating jaw.
PLANTOYS
Created to maximize the usage of reclaimed rubber trees, PlanToys’ PlanWood PullAlong Snail encourages those beginning stages of walking with this pull-toy. Designed for ages 1 and up, pull the snail along and the snail body inches forward in a rolling motion.
KASEY’S KIDS
Kasey’s Kids offers an assortment of sports-themed basic non-licensed figures so kids can play a game of football, baseball, soccer, or hockey. Licensed versions of NHL Hockey, featuring the New York Rangers vs. the Boston Bruins for example, as well as College Football, featuring a variety of teams such as Ohio State, Auburn, or Michigan, are available. In the set shown here, for ages 3 and up, it’s the Baseball Guys: Red vs. Blue. A fully adjustable scoreboard keeps the game as exciting and realistic as possible. The set includes 26 2.5-inch players, one umpire, one fully adjustable realistic scoreboard, 28-inch x 28-inch washable felt field and, a 10-inch x 6-inch x 5-inch stackable container with attached lid and handle.
KAZAM
KaZAM Balance Bike allows kids to skip the training wheels and learn to balance. KaZAM says it is the only foot-to-floor bike on the market uniquely designed with a footrest. Children lift their feet up naturally and position them onto the footrest maintaining proper balance and center of gravity similar to riding a traditional bicycle. KaZAM says it is the most realistic approach to learning coordination and balance. The company says it ultimately teaches kids how to ride a pedaled bike. It is designed for ages 3–6 and is available in red, blue, green, and pink.
28 TOYS & FAMILY ENTERTAINMENT JUNE 2012
ASTRA MARKETPLACE & ACADEMY OHIO ART
Sandzini is a mix that takes any shape, says Ohio Art. This vibrantly colored and versatile compound offers creative fun for kids of all ages. Cut it, mold it, sculpt it, cover it, let it dry, then display it. Great for young kids who love activity-based play, as well as older kids who want a more sophisticated arts and crafts experience, says Ohio Art.
GREEN TOYS
Green Toys adds the Mini Fastbacks to its line of Earth-friendly products. Made in the USA from 100 percent recycled plastic milk containers that save energy and reduce greenhouse gases, these four palm-sized cars are perfect for little hands ready to explore and protect their world. The red, blue, green, and yellow two-door coupes are high-design and lowemission, with a classic sloping roofline, racing stripes, and no metal axles. There is no BPA, phthalates, PVC, or external coatings. The cars are packaged with recycled and recyclable materials and printed with soy inks. Designed for ages 1 and up, the cars are sold in this set of four.
WOWOPOLIS
Crafting meets coloring in the Colorgami arts and crafts kits from Wowopolis. The line, designed for ages 3 and up, consists of themed sets including Space Adventure, The Red Carpet Fashion Series, and Alphabet Pop-Ups. Each American-made Colorgami kit includes markers and special sheets of perforated craft paper with pop-out characters, accessories, themed environments, and more. When the project is complete, the illustrations can be popped out, folded, and constructed into a three-dimensional scene.
30 TOYS & FAMILY ENTERTAINMENT JUNE 2012
The debut collection of 3D Building Sets features easy-to-assemble 216-piece puzzles of the Empire State Building, the Eiffel Tower, and Big Ben as well as an iconic New England Lighthouse. Like Ravensburger’s Puzzleball line, the 3D Building Sets feature precision-cut flat and hinged pieces that click into place. Once complete, the structures stand up to 15 inches high.
RAVENSBURGER
MOGO DESIGN
MOGO Design will be presenting its MOGO Charmbands and wide variety of MOGO Charms, including 12 new charm collections, as well as unveiling two new purse lines for late summer. MOGO Charmbands come in a variety of colors and there are more than 400 charms that click onto the bands, allowing girls to show off their personality. Multiple bands can also be linked together to create headbands, anklets, belts, and more. There are currently more than 75 unique charm collections (sets of three in a magnetic tin) that feature themes that spotlight girls’ interests, moods, or outfits.
ASTRA MARKETPLACE & ACADEMY BEGINAGAIN TOYS
The first Pop-Up Playbook in BeginAgain’s new series is called A Day on the Farm. This natural rubber playset springs to life as the beechwood sides of the Playbook are opened. To clean up, kids gather the animals, place the farm in the book, squeeze it closed, and snap it shut. The set includes a Playbook (two boards hinged with natural cotton), a soft pop-up playscape, and six farm animals made from natural rubber. The Pop-Up Playbook is recommended for ages 4 and up.
GREENPOINT BRANDS
New for 2012 from the My Natural line is the Good Earth Girl Mermaid, the latest addition to the brand’s popular collection of eco-friendly rag dolls. The soft, huggable doll features long red hair and a mermaid tail. Good Earth Girl rag dolls are made from allnatural cotton and colored with non-toxic, low eco-impact dyes. The doll, from Greenpoint Brands (formerly known as Hosung), is safe for all ages.
FASHION ANGELS
DUNECRAFT
DuneCraft is unveiling five new Dome Terrariums including the Farmer’s Harvest Garden and the Butterfly Glamour Garden. DuneCraft now has bulk bags of Spit Balls, Glow in the Dark Spit Balls, and Growing Skulls. Create a 4-D scene with Bi-Level Cool Combinations. Grow Fly Traps and Volcano plants with the Volcano Crater Garden. The depth of the planter is accentuated with the included foreground and background decals. Other items in this new line include the Swamp Thing Garden and the Rainforest Cloud Garden. Seed Bomb styles include Butterfly & Bird Mixture, Perennial Mixture, and Herb and Grass Seed Bombs. The clay in the bomb holds moisture and protects the seeds from animals and birds. There are also new edible offerings in both the Sprout ’n Grow and Organic Veggie lines. Styles include mini cantaloupes, eggplant, hot peppers, and more.
New signature items in the Fashion Angels line include the Tapefitti Tape Art Kit, Fashion Sticker Stylist Sets, and Velvet Poster Collections, among many other craft activity items. The company is also focused on the latest fashion and beauty fad with new hair kits and jewelry accessories such as the Braidzilla Bracelet Braiding Kit, the Color Rox Hair Chox Kit, and the Feather Fashion Accessory Kit. In addition to its own Fashion Angels brand, the company is also featuring new additions to its licensed line of products for MGA Entertainment’s Lalaloopsy as well as Mattel’s Monster High, Barbie, and Hot Wheels properties. Shown here is the Tapefitti Tape Art Kit, which comes with a design guide featuring 24 ideas. The kit, designed for ages 6 and up, comes with 12 decorative ideas and a bonus storage tote.
32 TOYS & FAMILY ENTERTAINMENT JUNE 2012
ASTRA MARKETPLACE & ACADEMY THE ORB FACTORY
Stick’n Style Cupcake Clutch from The Orb Factory is for ages 5 and up. The kit contains one cupcake clutch and 150-plus sparkling jewel pieces. Follow a numbered legend to add jeweled sprinkles to the bag to create the Cupcake Clutch. Sticky Mosaics Keepsake Boxes, also for ages 5 and up, contain one mirror, and a ballerina story. There are 550-plus sparkling tiles and jewel pieces. Follow a numbered legend and add sparkling jewels to make three boxes. Each box features a different Princess along with her special animal friend.
THE HAYWIRE GROUP
The Bear in Underwear Backpack Adventure Board Game from The Haywire Group is a no-reading-required matching game for preschoolers ages 3 and up. Based on the bestselling book Bear in Underwear by Todd H. Doodler, players race through the forest trying to help Bear and his furry friends find their lost underwear. The first player to match all the underwear on their card wins the game.
Elenco introduces Snap Circuits Light, which has 175 projects and 55 parts along with a colorful picture manual. Users can make projects that feature a strobe light, color-changing LED, and light-up and glow-in-the-dark fans. Watch your iPod or other MP3 player play music with Snap Circuits Light.
ELENCO
ASMODEE GAMES
Dixit Journey from Asmodee Games features a gallery of artistically designed cards that offer simple images for individual interpretation so that younger players have a chance to stretch their imaginations and incorporate their best vocabulary skills. The storyteller gives a clue for one of his cards without telling what card it is. The other players choose one of their cards that best fits the clue. The storyteller takes all the cards and shuffles them. Players then guess which card belongs to the storyteller. Players move their icons on the scoring track based on the number of points they earn each round. The player with the most points wins. Dixit Journey is for three to six players ages 8 and up.
34 TOYS & FAMILY ENTERTAINMENT JUNE 2012
CLOUD B
Cloud B’s Tranquil Turtle will be the first toy in the new Tranquil Island collection. Tranquil Turtle is a patent-pending design, which projects a realistic, moving underwater effect to help soothe children to sleep. Tranquil Turtle is also the first Cloud B product to incorporate both sight and sound. Users can choose between a soothing melody or a calming white noise, while relaxing to the tranquil underwater projection.
BUFFALO GAMES
Chronology is the game about putting famous and fun events into a timeline— minus the specific dates. Do you think mayonnaise was invented after the telephone? Was it before or after Lincoln’s Gettysburg Address? Was the Seinfeld series finale before or after Dolly the sheep was cloned? Guess right about where the event falls and your timeline grows, but a bigger timeline means it will be tougher to correctly place the next event. The first player to create a timeline of 10 event cards wins. The game is for ages 14 and up, and there are more than 850 events and facts to create the timelines.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 35
ASTRA MARKETPLACE & ACADEMY HAPE
Hape offers an all-in-one birch Gourmet Kitchen. This item is part of the Playfully Delicious line that includes more than 20 toys that revolve around food and cooking. The toys were developed to promote realistic roleplay and encourage healthy eating. Designed for ages 4 and up, it is available in a gender-neutral design and comes in white (shown here) or green.
GUND
Ideal for fashion-obsessed girls ages 3 and up, Gund Girls are huggably soft 17-inch fashionistas with unique personalities and signature styles. The girls come with one removable outfit for dress-up play. Each has colorful hair highlights that show off their funky fashions as well as unique styles of shoes. There are four characters available: Brooklyn (shown), Sloan, DeeDee, and Emma.
WONDERWORLD
JAX GAMES
In Jax Games’ Word’s Out!, simply roll the dice, then find a letter in the lettergraph on the game board. If that letter matches one on your word card, place a chip on the corresponding space. Or draw a card and you may get to remove an opponent’s chip, swap words, or lose one of your chips. Be the first player to spell out the word to win the game. The game is designed for two to four players ages 7 and up.
One of the newest additions to Wonderworld’s collection of ride-ons is the Red Buggy Car. Designed for ages 18 months and up, it features a comfortable, curved seat; chunky rubber wheels to provide a firm grip; and a steering wheel. Wonderworld says it is designed to promote balance and control, while refining gross motor coordination skills.
36 TOYS & FAMILY ENTERTAINMENT JUNE 2012
FOLKMANIS
Strut and peck just like the real thing with the Rooster Puppet for ages 3 and up. Users can animate the head and beak. Also available are Pill Bugs. Familiar to any garden, they have their own protective armor. The Folkmanis Pill Bug Puppet has segments that overlap and can roll up into a ball. Recommended for ages 3 and up, the puppet features a movable head and buggy legs ready for crawling and exploring.
PATCH PRODUCTS
The Tall-Stacker Mighty Monkey Playset from Patch Products encourages free-form building and roleplay, while fostering creativity and imagination. This versatile building set that combines Tall-Stacker Pegs with Mighty Monkey Pegs is for ages 3 and up. Kids can stack colorful pegs and create different configurations for their monkeys to play. Use the included monkey figurines to create a scene. No batteries are required. As with any Lauri pegging product, Tall-Stacker Mighty Monkey Playset comes with a storage box.
MANHATTAN TOY
Groovy Girls Chillaxin’ Patio Set is perfectly sized to fit in the Groovy Girls Hip Happenin’ House and sized to fit each doll. The set, for ages 3 and up, includes two easy-to-assemble wooden chairs and table, four glittery pens, five paint colors, 30 bedazzling gems, one stencil, and a step-by-step instruction sheet.
ZING TOYS
Zomp Rocketz
Zing Blast Off Zomp Rocketz are air-powered rockets that hit heights of up to 200 feet, according to the company. Set the launch angle for high arcing flights, and then slam your foot down to launch. The harder you stomp, the higher it goes. It’s designed for kids ages 10 and up. Stik’em! Air Bow is the air-powered, easy-to-fire bow that blasts rockets and the included darts more than 55 feet. Launch specially designed darts that stick to walls, doors, ceilings, floors, and more. This is designed for ages 5 and up. Stik’em! CrossBow, for ages 5 and up, features stealth swing arms that pop open for action and send super-soft Stik’em! darts flying. Lock ’n’ load the darts for anytime-action. Built-in clips keep extra darts at the ready.
VISIT US AT ASTRA MARKETPLACE BOOTH 828 ASK ABOUT ASTRA SPECIALS!
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 37
ASTRA MARKETPLACE & ACADEMY INTERNATIONAL PLAYTHINGS
International Playthings will introduce new Calico Critters products for 2012, including new families, ready-toplay sets, homes, and more. One new offering is the Motorcycle & Sidecar, for ages 3 and up, which includes Marvin and Maggie Mulberry Raccoon, goggles, eight bumper stickers, two drivers licenses, two maps, magazine, motorcycle manual, and club membership card. It also features two helmets and two motorcycle straps for safety. International Playthings reveals a new logo, new packaging, and new products to its infant line, Earlyears. New to the collection are stimulating playsets that feature bright colors, fun sounds, and engaging textures to inspire early learning and development such as the Jungle Activity Center. This playset opens up to tie on the crib or lies on the floor for tummy time exploration. The lion’s tail rattles, the bird squeaks, and flowers and leaves crinkle. There is also a fluffy cloud and an interactive mirror. It is for ages birth and up.
CEACO/GAMEWRIGHT
Calico Critters Marvin and Maggie Mulberry Raccoon in the Motorcycle & Sidecar
The object of The Big Fat Tomato Game is to harvest the most tomatoes while defending your patch from a garden variety of intruders such as weeds, varmints, a tomato zombie, and even flying hippos. Haul the most tomatoes to market by the end of the game to win. The game contains 15 mini tomatoes, 60 cards, five baskets, and two dice. Designed for two to five players ages 10 and up, the game should take about 20 minutes to play, according to the company. The 10th anniversary deluxe edition of The Scrambled States of America game is now available. Have fun learning about the United States in this madcap game of observation and quick reflexes. Collect state cards by matching them to a Scramble challenge. Or “Go the Distance” and find a state’s closest neighbor. Win the most cards and call yourself the Head of States. This new deluxe edition, designed for two to four players ages 8 and up, features new art, new challenges, and a copy of The Scrambled States of America book.
PUREMCO GAMES
Puremco offers an assortment of dominoes and domino accessories, including dominoes from double six to double 18, travel size dominoes, number dominoes, and the original spinner with 11 wild tiles. Customized dominoes, printed in the United States, feature collegiate licenses, dominoes with store logos, or personalized sets. Spinner to Go is a dynamic double nine domino game with 11 wild tiles that keeps this travel size set moving with speed and flexibility. Double 12 dominoes with color dots are perfect for playing Mexican Train, Chicken Foot, and many other favorite domino games. Customized dominoes are also available in double six, double nine, and double 12. All custom dominoes are printed in the United States. All sets are designed for two to eight players, ages 6 and up.
38 TOYS & FAMILY ENTERTAINMENT JUNE 2012
EDUCATIONAL INSIGHTS
PrettyUgly LLC introduces UglyBuddies. Each UglyDoll comes with its very own buddy to hold. The whole group is shown from the top left moving across the row to the bottom left: • Ox and Ice-Bat • Ice-Bat and Wage • Wage and Babo • Babo and Babo’s Bird • Wedgehead and Ox • Bop ’n Beep and Jeero
PRETTYUGLY
Educational Insights is introducing a host of new items at this year’s ASTRA Marketplace. Here are just two products attendees can expect to see. The object of Nowhere to Go is to trap your opponent in this step-by-step strategy game for two players ages 8 and up. Each player places his or her spy piece on the starting spaces. Players take turns moving their spy piece as many spaces as they like across any bridges that are not blocked. Players end their turns by placing a blocker on any bridge. The first player to trap the other spy with blockers wins. Play on the included hexagonal game board, with two playing pieces, and 40 blockers. Puppet-On-A-Stick is designed for ages 4 and up. Choose from three oversized puppets on sticks, which inspire dramatic play with silly faces, movable mouths, and endless possibilities.
DAYDREAM TOY
ZipDrifters by Daydream Toy are small race cars that buzz around in all directions. Their bristle-based action is powered by vibration, according to the company. Race them on the included track or zip them across a desk and watch as they move around obstacles and change direction. ZipDrifters, designed for ages 5 and up, are available in single-car sets or double-car sets. Both sets include tracks and replacement batteries.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 39
ASTRA MARKETPLACE & ACADEMY COROLLE
SCHLEICH
Corolle Calin Laughing Blueberry is a 12-inch doll designed for ages 18 months and up. Thanks to its soft beanbag body, it can be posed just like a real baby. The doll wears a purple beret and bright flowered outfit.
LITTLE KIDS
Kids ages 3 and up can create anything they can imagine with Toobers & Zots from Little Kids. Bend the Toobers into various shapes and designs and slide on the Zots. Kids can even use colorful Skinnies and Dots to adorn and embellish their creations. Little Kids has introduced the Zany Set, to give retailers an entry level price point that complements the existing 345-pluspiece Toobers & Zots Bend and Build Foamstruction and Bend & Pretend Foamstruction Sets. The Toobers & Zots Zany Set contains 125 pieces of uniquely flexible, moldable soft foam toys that can be shaped into infinite 3-D creations.
40 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Schleich’s new Smurf releases for 2012 all feature a sports theme. There were 10 new Smurfs released in May, which humorously reflect a cross-section of popular sports including Smurfette, the relay runner, shown here. Each Smurf figurine is sold separately.
ALEX
Tots Art Start, for ages 18 months and up, includes materials for six works of art. It contains two pre-printed paper frames and three first crayons for scribbling, a paper giraffe, tree with stickers, and two crack-andpeel collage boards with lots of doilies, tissue, fringe, and crepe papers. The Mix & Makeup Lip Shimmer, shown below for ages 6 and up, allows girls to mix their own colors and flavors of lip shimmer. It comes with all the supplies needed to fill five ice pop containers with professional-grade ingredients. It comes with five ice pop containers with key chains, three bottles of color/flavor drops, lip shimmer base, rainbow glitter, 28 stickers, mixing cup, stir stick, and instructions.
BANANAGRAMS
Jumbo Bananagrams is a giant version of the original game, while Jumbo Zip-It is a large-scale edition of the fastpaced two-player crossword race that can be played in as little as 20 seconds. Jumbo Zip-It is a high-speed crossword race featuring 24 wooden lettered two-inch square cubes and colored scoring zips that come built into the pouch. To play, each person takes 12 cubes and races to form their own crossword grid using any side of the cubes. The first player to use all their own cubes yells, “Zip,” and marks a point by moving their scoring zipper up the pouch. The first person to score 10 points yells, “Zip-It,” and wins the game.
GLM 67824 Tegu Ad for Toy and Family Entertainment Trim: 9 x 10.875, Bleed: 9.5 x 11.375 4 Color Process
NY INTERNATIONAL GIFT FAIR ®
Design for children. It incites imagination. Engages the senses. Harnesses a love of exploration and play. Design is what inspires today’s discerning young families to embrace the new. Meet the market’s most innovative newcomers at Baby & Child, our comprehensive collection of design-driven clothes, toys, games and gear. Discover why new is here. New is now. New is New York.
PATTERN
AUGUST 18 - 22, 2012
design
DATE
JAVITS CENTER - PIERS 92 + 94
driven by
NEW
new rules. nyigf.com OPENS 8/19/12 NEW LOCATION
HALL 1D
Magnetic wooden wheels and cars by Tegu, NYIGF Baby & Child exhibitor. © GLM 2012
Untitled-1 1 67824_GLM_NYIGF_TeguAd_TFE.indd 1
5/14/2012 2:26:34 PM 4/17/12 12:32 PM
Trends in Licensing 2012
M
arvel’s The Avengers has
licensing traction. “Striker Entertainment has
balance of 2012 offers
Mostman, partner at Striker Entertainment,
now surpassed $1 billion
in global ticket sales. The
several other potential
box office blockbusters. There is Battleship
(now in theaters), Men in Black 3 (now in the-
aters), G.I. JOE: Retaliation (June 29), The
Amazing Spider-Man (July 3), and The Dark
Knight Rises (July 20). The most interesting
shift for these blockbusters centers around the
timing of their release dates. These quintessential American films are opening first overseas.
The Avengers opened April 11 in Europe and
May 4 in the U.S. Battleship followed a similar
path with a world premiere in Tokyo on April 3,
the UK release on April 11, and May 18 in the U.S. The Amazing Spider-Man is scheduled to
open June 29 in the Philippines and India and is set to release July 3 in the U.S.
At one time, this type of strategy would have
been unthinkable. However, the big-budget American blockbuster has always been very pop-
ular overseas. The thought now is a strong opening overseas whets the appetite of U.S. moviegoers. It’s an approach that seems to be working.
While the success of these films continues,
their licensing programs are laser focused on
key partners compared to the large-scale programs that were common 15 years ago. The
which represents Angry Birds for licensing.
he did say that Saban Brands will be making
port continues to be strong,” says Marc
“There are new game releases coming. Rovio plans to keep the brand both relevant and refreshed on a regular basis.”
Aside from Angry Birds, there are others
that are starting to gain traction at retail. There is Cut the Rope (now represented by Canada’s Studio Licensing and its U.S. partner,
Established Brands), which now has product at retail from licensees such as Mattel, Hasbro,
Jakks Pacific, and Round 5. Temple Run, represented by Dimensional Branding Group, just signed Spin Master as master toy licensee.
Meanwhile Annoying Orange, represented by
The Joester Loria Group with a product line from The Bridge Direct and a TV series debuting this summer on Cartoon Network, is the most prominent property to be developed from YouTube.
Success on TV
With all the new licensing options coming
from the digital arena, don’t count out television
properties just yet. Many are experiencing success. FremantleMedia, Jakks Pacific, Dentsu,
and Topps launched Monsuno on Nicktoons at
the beginning of this year and the property took
lot of new opportunities on the market and those
announcing new partners shortly.”
opportunities are coming from various sources.
Two of the hottest places to find new properties are apps and YouTube. It’s what consumers
want and it’s where they are spending their time.
Angry Birds was the first app to gain global
42 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Meanwhile, an affiliate company of Saban
Capital Group is reportedly buying the Yu-Gi-
off quickly. “It’s on fire,” says David Luner,
clamoring for something new. Luckily, there’s a
NANCY LOMBARDI
30-plus U.S. licensees on board and retail sup-
short life of films at the box office translates to
a short life at retail, which keeps consumers
BY
executive vice-president of consumer products
and interactive for FremantleMedia. “We will be Saban continues to have success with Power
Rangers in both new and classic formats. The
show is expected to air globally on Nickelodeon
for a minimum of three years, according to Elie Dekel, president of Saban Brands.
Oh-related assets from 4Kids Entertainment.
While Dekel was unable to comment on that deal, other announcements at Licensing Show.
Nickelodeon is poised for the relaunch of the
Teenage Mutant Ninja Turtles property this fall with an extensive product line from Playmates.
Sprout is developing its own IP and is ven-
turing into consumer products starting with
Chica, from Sunny Side Up Show. The chicken-
puppet with a kazoo voice will get its own show, The Chica Show, launching this fall. A consumer products program will follow.
Lawless Entertainment recently announced the
signing of The Little Prince. The classic book property is expected to land a TV and DVD deal,
according to Cathy Malatesta, president of Lawless Entertainment. A two-tiered licensing program is expected for high-end and mid-level retailers.
These numerous media platforms are shifting
the licensing industry. Keeping up with content-
hungry consumers is the name of the game. Malatesta explains how technology is changing the business. “One has to have multiple platforms
for branding. When I meet with licensees, retail-
ers, etc., I’m always asked about branding platforms such as e-books/publishing, films, TV,
apps, games, and more,” she says. “We are not relying on one brand technique anymore.”
It’s impossible to rely on one technique
because consumers continue to integrate multiple platforms into their lives. That makes for countless forms of entertainment. It’s a shift
that brings opportunity whether it’s from films,
television, apps, the internet—or, more likely, the integration of all these options as we’ll see at this month’s Licensing Show.
Licensing Show 2012
COMPILED BY LAURIE LEAHEY AND JENNIFER LYNCH
The following companies represent a sampling of what will be on display at the Mandalay Bay Convention Center in Las Vegas during this year’s Licensing International Expo.
Hasbro
Hasbro entered into an agreement with music group One Direction for a new line of toys and games based on the members of the popular boy band. The One Direction product offering from Hasbro will be sold globally, with the exception of the United Kingdom and Ireland, this fall. The collection will include fashion dolls, mini-figures, and more. The Global Brand Licensing & Publishing division of Hasbro will expand its lifestyle licensed merchandise for kids, adults, and families based on Transformers, My Little Pony, Nerf, and other Hasbro brands. The lineup will span major categories including apparel, home, food, and publishing. Additionally, the company will spotlight ongoing momentum in the entertainment sector from film to television and digital gaming.
Pretty Ugly
Pretty Ugly LLC, official licensors of the Uglydoll brand, announced recent partnerships with companies in a variety of categories. Callaway Digital Arts will create mobile apps available for worldwide distribution. Amscan, Inc., and its division Grasslands Road and its related subsidiary Anagram International, Inc., will create a complete line of Uglydoll-branded decorated party goods, balloons, and ceramic backpack from ware. Pretty Ugly partnered with FAB•Starpoint FAB•Starpoint for a line of Uglydoll-branded backpacks, messenger bags, handbags, totes, wallets, coin purses, zipper pulls, lunch bags, cosmetic bags, and luggage. Thermos will produce Thermos FUNtainer products, lunch accessories, and lunch kits for distribution in North America and Canada this fall. Toy Factory will manufacture and distribute Uglydoll elastic balls and character figures, novelty hats, and rubber balls throughout North American amusement park markets.
FremantleMedia Enterprises
Monsuno, co-produced by Pacific Animation Partners LLC, a joint venture between Jakks Pacific, Inc., and Dentsu Entertainment USA, Inc., with FME and The Topps Company, Inc., premiered on Nicktoons in the U.S. on February 23. It is rolling out in more than 60 markets worldwide with multiplatform launches in the UK, Australia, and New Zealand this spring on Nicktoons, plus more free-toair deals to be announced. As distribution and ancillary rights agent for the
44 TOYS & FAMILY ENTERTAINMENT JUNE 2012
brand, FME signed agreements with Jerry Leigh for a range of apparel, including graphic T-shirts and bottoms for boys; VIZ Media for paperback and digital graphic novels (U.S. and Canada only); and Accessory Innovations for accessories, including backpacks, lunch totes, messenger bags, and more (U.S. only). FME seeks new global partners for categories such as apparel, graphic novels, sticker and activity books, games, outdoor toys, dress-up and roleplay, activity and craft, and puzzles.
MGA Entertainment
Novi Stars is a new tween brand from MGA. The Novi Stars may look a little different on the outside, but inside they are just like any other Earth girl, wanting to make new friends, update fashion trends, try new things, and find out what on earth is going on. Lalaloopsy’s licensing program includes a video game from Activision as well as apparel, fashion accessories, books, and film from a variety of other licensees. From the iconic Cozy Coupe to innovative new toys, Little Tikes has delivered an engaging play experience for more than 40 years. MGA helps keep that heritage alive with new toys and licensed goods this year.
Nickelodeon Consumer Products
Nickelodeon Consumer Products’ (NCP) will unveil new products and merchandising partners for new and established properties. Fisher-Price will introduce a new lineup of Dora the Explorer-inspired toys, including a dollhouse, dolls, figures, playsets, roleplay toys, and more. The SpongeBob SquarePants product lineup will include construction sets from LEGO and Imaginext system playsets, figures, and vehicles from Fisher-Price. Jakks Pacific and its Creative Designs International (CDI) and Disguise Halloween divisions will debut a new line of dolls, playsets, accessories, dress-up, roleplay items, and Halloween costumes based on the Winx Club TV series.
Nelvana
After recently acquiring Chorion’s interest, Nelvana now has the complete merchandise licensing rights to Max & Ruby. The TV series follows the adventures of bunny siblings Max and his older sister Ruby, and is based on the books by internationally acclaimed children’s author and illustrator Rosemary Wells. Seventy-eight half-hour episodes are now available, along with a number of popular apps for mobile platforms. Nelvana Enterprises and d-rights, Inc., are releasing 52 new episodes of Beyblade. In part three of the series, Beyblade: Metal Fury, the Max & Ruby world is at a tipping point in the battle between good and evil. The key to Earth’s salvation or destruction lies within 10 star fragments that empower its masters to fight for their chosen side. The series includes the new Beywheelz chapter, which takes place in the futuristic city of Destection where Sho is champion of the Beywheelz World Tournament. This peaceful city is home to battles between friends and allies until the city is suddenly attacked by an evil Beywheelz army called the Dominators.
DreamWorks Animation
DreamWorks Animation’s Turbo hits theaters July 19, 2013. This tale of an ordinary garden snail with dreams of racing greatness will enjoy cross-category support led by global master toy licensee Mattel. Other licensees will offer toys, apparel and accessories, sporting goods, room décor, back to school, party, and digital content. image from Turbo
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 45
Licensing Show 2012 A2E2
A Squared Elxsi Entertainment Playmates playset (A2E2) will expand the Build-A-Bear brand beyond its traditional retail environment. Existing U.S. and Canada partners include Enterplay (novelty cards and fun packs), TCG (puzzles and magnetics), ConAgra (fruit snacks), Candy Treasures (seasonal confectionary), Ruckus (digital storybook), and Smile Makers (stickers). Playmates is producing a line of 4–5-inch bear figures with playsets and accessories. An iOS app and Nintendo DS game will debut from 505 Games. Tech accessories from Zeikos are also on the way. Further expansion includes toys, digital, crafts, activity, apparel, publishing, novelty/social, stationery/impulse, room décor, costumes, party, gift/collectibles, and food/candy. A soft plush infant line is in development.
Warner Bros. Consumer Products
Warner Bros. Consumer Products’ (WBCP) Man of Steel (June 2013) provides opportunities for licensees and retailers. The Dark Knight Rises (July 2012) will be supported by master toy licensee Mattel and many other partners. For The Hobbit: An image from Unexpected Journey (December Man of Steel 2012) and The Hobbit: There and Back Again (December 2013), WBCP is working with a range of top-tier licensees, including master toy partners The Bridge Direct and Vivid Group. WBCP will grow its DC Nation block on Cartoon Network, a multi-platform franchise featuring programming produced by Warner Bros. Animation, with the new series Beware the Batman and additional animated fare. This year WBCP and DC Entertainment have extended their partnership with Mattel, which continues to build on the strength and value of the DC Comics superheroes.
46 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Singing Cody Simpson Doll
The Wish Factory
The Wish Factory created a brand new line of Cody Simpson dolls and accessories, figures, and plush koalas available exclusively at Toys “R” Us and ToysRUs.com. The Cody Simpson Fashion Doll Collection dolls come with sculpted hair made to resemble Simpson’s signature side-swept surfer ‘do. The 11.5inch dolls feature bendable joints, and each includes a pair of shoes, sunglasses, microphone, guitar pick, and lanyard. The Singing Doll Collection includes two 11.5-inch dolls that sing either “On My Mind” or “iYiYi” when you push a button on the doll’s stomach. Each doll comes with an outfit, shoes, stickers, microphone, guitar pick, and lanyard.
Big Tent Entertainment
Big Tent inked new deals for Discovery Kids. Gamenamics will debut a collection of Discovery Kidsbranded, build-your-own science and robot kits. Parragon Books introduced the Discovery Kids Sharks app, which features animated games, information, and live-action Shark Week video footage. Zap Toys’ Scuba Adventure mobile game is now Discovery Kids available for download on iOS Robosaur from and Android devices. Big Tent is Gamenamics looking to expand the licensing program for Discovery Kids in the following categories: video games, electronics, apparel, home décor, outdoor sport, toy, food, and promotional partnerships.
Classic Media
Classic Media celebrates the 25th anniversary of Where’s Waldo? with new licensees, broader retail presence, and several territory launches. Where’s Waldo? continues to build on its success as a gaming franchise with the recent launch of the property’s first Android app (Gameloft) and the upcoming release of the third Apple app (Ludia) and first Facebook game (Ludia). In the U.S., new anchor partners Techno Source, Concept One, and Jem Sportswear will debut products this fall. Territories launching consumer products programs include France, Spain, and Korea. This year will have more publishing SKUs than any other year in the franchise’s history.
Marvel
Marvel continues to assemble a major worldwide licensing and merchandising campaign to support Marvel Studios’ upcoming theatrical slate, led by the recent release of Marvel’s The Avengers and the upcoming Iron Man 3 (May 3, 2013). Marvel will leverage all the Avengers-related TV content, including two brand new TV series launching in 2013, as well as other platform content such as video games, comics, and digital. Marvel will establish Avengers Assemble as the franchise retail umbrella that will help drive licensed product sales in 2013 and beyond. Partners already on board include master toy licensee Hasbro, Hallmark for social expressions, Li & Fung for apparel, Jay Franco for home, and Kraft for food. Marvel is looking for top-tier licensees across all core categories to build comprehensive licensing and merchandising programs, as well an innovative retail and co-branded programs, surrounding its upcoming feature film releases.
Mattel
Mattel’s Barbie brand is represented in more than 45 different consumer products categories including apparel, accessories, home décor, beauty, publishing, sporting goods, and electronics. This year, Barbie invites fans to “See What Happens. . .” by providing innovative and fashionable consumer products. Barbie steps into the apparel aisle with an all-new Barbiebranded apparel line for girls launching globally throughout the year. In the U.S., Barbie will partner with The Bentex Group to unveil a stylish new apparel collection available at Kmart and Walmart. The collection will include apparel set combinations of tops and tunics with skirts or leggings that feature chiffon, tulle, and ruffles. The Bentex Group will also launch a line of Barbie graphic Tees showcasing glam embellishments including sparkles, sequins, and bows.
This fall, a new Monster High middle grade book series will expand the global partnership of Little, Brown Books for Young Readers and Monster High into the tween market. The new series, called Ghoulfriends Forever, will be written by Gitty Daneshvari, author of the popular School of Fear books. The series adds three new monster characters—Becca Steam, Rochelle Goyle, and Venus Mcflytrap—to Mattel’s Monster High brand. The new students must learn monster-rific subjects like Biteology, Home Ick, and Mad Science while navigating the array of established cliques.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 47
Licensing Show 2012 Universal Partnerships & Licensing
Universal Partnerships & Gru’s minions Licensing (UP&L) has a slate of properties available for licensing, retail, and promotional partnerships. 2013’s Despicable Me 2, the sequel to the 2010 blockbuster, leads the lineup. Illumination Entertainment has created an all-new animated adventure featuring Gru, his girls, and his vast army of minions, anticipated for release in theaters July 3, 2013. On July 19, 2013, Universal is anticipated to release Steven Spielberg’s Jurassic Park in 3-D. UP&L will also highlight evergreen properties such as Curious George and Woody Woodpecker.
Pressman Toy
Pressman Toy is offering a line of games and puzzles based on The Smurfs movie and the classic artwork from the original TV series. Pressman will also launch a line of new products inspired by the 3-D release The Smurfs 2, scheduled for summer 2013. All priced at under $20, the line includes a range of memory, action, and board games as well as floor-sized puzzles and puzzles in tins. The line will be available for purchase at mass and specialty retailers nationwide. Pressman also announced a new line of games and puzzles based on the comic strip and children’s book series Big Nate, which will be available at mass and specialty retailers nationwide in July. Games include Big Nate’s Detention Dash Game, Big Nate Busted! card game, and a Big Nate 150piece puzzle. All three are for ages 7 and up and retail for under $20.
48 TOYS & FAMILY ENTERTAINMENT JUNE 2012
CPLG/Cookie Jar Entertainment
CPLG, a division of Cookie Jar Entertainment, is leveraging the retail success of Caillou with Toys “R” Us stores nationwide and Toysrus.com, which will offer an expanded assortment of Caillou merchandise this fall. The line will include figures, playsets, puzzles, bath toys, and plush. PBS Distribution continues to release new Caillou DVD compilations this year including Caillou’s Outdoor Adventures and Caillou’s Mysteries and Adventures. Caillou toddler Tees are now available at JCPenney stores, and Caillou bedding is being developed by new master bedding partner, Baby Boom (dba Betesh Group).
Richard Scarry’s Busytown launched a new toy line in fall 2011 with its master toy partner The Bridge Direct. The Busytown Play System lets kids explore and play in their own Busytown world, just like in the books and on the TV show Busytown Mysteries. Wonder Forge has followed up with another board game, Busy, Busy Airport Game. CPLG is also renewing its partnership between the American Automobile Association (AAA) and Richard Scarry’s Busytown to continue promoting child passenger safety, and has secured a top QSR partner for most of 2013. Also in development are home furnishings from Gift Creations and toddler footwear by Crocs. Johnny Test has an all-new season of 26 episodes in development. A new Johnny Test mobile gaming app for the iPad and iPhone releases this month from 505 Games. Johnny Test party goods are being developed by Buy Seasons for its Birthday Express website, an online retailer of party supplies. Johnny Test also has a master T-shirt partner, ODM, selling into retail now.
Zinkia Entertainment
Zinkia Entertainment’s Pocoyo now airs in more than 150 markets around the world in multiple languages, with renewals and new partners joining. In the licensing arena, Pocoyo has more than 150 partners worldwide and continues its global expansion. In the U.S., Zinkia recently signed a slate of new licensing partners, brokered by Evolution, including LeapFrog Enterprises, Inc. (digital content for the LeapFrog platforms), Buy Seasons (online party goods and accessories), Pioneer Balloon Company (balloons for global distribution), Baby Boom Consumer Products (toddler bedding and pillows), and JCP Live Productions (costume character events). The new licensees join the brand’s existing roster of key partners, including Bandai America Incorporated (master toy); Random House Children’s Books (books); Bentex Group (master apparel); TCG, formerly The Canadian Group (puzzles and games); and NCircle Entertainment (DVDs), which recently renewed its agreement for five years. New Pocoyo-branded merchandise launching this summer through 2013 includes books (Random House), apparel (Benetex), party goods (Buy Seasons), and new DVD titles (NCircle). In spring 2013, Zinkia will introduce a new Pocoyo circus theme, which will be incorporated across select product lines. Internationally, Pocoyo continues to expand with new deals in Russia, Turkey, and Korea, and continued growth in Spain. In Russia, Zinkia has signed Rio Licensing as its licensing agent and Gran Toy as its master toy partner. In Turkey, Zinkia has secured licensees for Pocoyo across categories with Metropol serving as licensing agent. In South Korea, Zinkia has signed licensing agency Cocoban and renewed the agreement with its Pan-Asian agent Empire. Pocoyo continues its growth in Spain with new licensee deals bringing the total number of licensees in Spain to more than 50. A new licensing agent, Tycoon, was also secured to manage Ecuador, Peru, Venezuela, and Colombia.
Sony Pictures Entertainment
Sony Pictures Entertainment’s (SPE) Hotel Transylvania (3-D), a CG-animated film due in U.S. theaters September 28, is available for worldwide licensing and promotions. The Hotel Transylvania is Dracula’s lavish five-stake resort, where monsters and their families can live it up. Dracula invites some of the world’s most famous monsters to celebrate his daughter Mavis’s 118th birthday. But his world could come crashing down when one ordinary guy stumbles into the hotel and takes a shine to Mavis. Sony Pictures Animation’s The Smurfs 2 (3D), the sequel to the hybrid live-action/animated comedy The Smurfs, is scheduled for release in the U.S. August 2, 2013. It is available for worldwide promotions and North American licensing. International licensing for the property is handled by IMPS. In the sequel, the evil wizard Gargamel creates a group of mischievous Smurf-like creatures called the Naughties to harness the all-powerful, magical Smurf-essence. But when he discovers that only a true blue Smurf can give him what he wants, Gargamel Papa Smurf kidnaps Smurfette and imprisons her in the city of Paris. To save Smurfette, Papa and the Smurfs must reunite with the Winslows before Gargamel can learn the secret and rule the world. Cloudy 2: Revenge of the Leftovers (3-D), is the sequel to the 2009 film Cloudy with a Chance of Meatballs. At the end of the first movie, Flint Lockwood and friends are forced to leave Swallow Falls. But when it is discovered that sentient food beasts have overrun the island, they return to save the world again. The film is due for U.S. release February 7, 2014. It is available for worldwide promotions and licensing. SPE also has a licensing program targeting the Ghostbusters core fan base and continues to add new partners. The property is available for worldwide licensing.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 49
Licensing Show 2012 American Greetings Properties
American Greetings Properties’ (AGP) Strawberry Shortcake introduced a new character, Cherry Jam, to the show, now in its second season on The Hub. Cherry Jam is the first new character to join AGP’s Strawberry Shortcake family in 10 years. The character will make its DVD debut this fall. Other initiatives for Strawberry Shortcake include a new live touring show throughout Latin America, an expanding global publishing program, a long-term partnership with Pernambucanas Department Stores in Brazil, and QSR promotions with McDonald’s Latin America and Asia Pacific; KFC in China; and Jollibee in the Philippines. This year, Care Bears celebrates its 30th anniversary with the debut of a new CGI-animated TV series this summer on The Hub. Set high above Earth in the enchanted land of Care-a-Lot, the new series will feature an all-new character. Toys from Hasbro are slated for spring 2013 in the U.S. and other key international markets. AGP also secured global deals for the brand with Uniqlo, Oysho, Fox, and Pull & Bear as well as promotional opportunities with Unilever in Europe; Yahoo!, Cathay United Bank, and Family Mart Convenience Stores in Taiwan; KFC and Coca-Cola Brand (Olo Olo) in Japan; and Malaysia Airlines.
Coolabi
Coolabi’s animated preschool property Poppy Cat continues to grow its licensing program. The Joester Loria Group is the exclusive licensing agent for Poppy Cat for North America, and a home entertainment deal for the U.S. with eOne was announced in January. Licensing agents for other major territories both in Europe and worldwide are being appointed for a roll-out of licensing programs to coincide with broadcast plans in 2013 and beyond. Golden Bear, its master toy partner, will launch plush, plastics, and arts and crafts ranges for the UK and Eire beginning this fall. Other key partners have also been secured, including Jumbo Games, Macmillan, Aykroyds, TDP, Redan, and Silver-Knit. Poppy Cat
Guru Studio
Guru Studio’s first original preschool adventure series, Justin Time, will leap from the TV screen into an all-new book series produced in partnership with Immedium. The first book in the series, Justin Time, The Pancake Express, is based on an episode from the animated TV show, which launched on Sprout in April, and was adapted and illustrated by Justin Time creator Brandon James Scott. The agreement with Immedium follows Guru Studio’s new deal with Sprout. Additional partnerships for the preschool property will be announced soon.
50 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Poppy Cat has also been picked up by numerous territories around the world including France, Canada, Australia, Spain, Latin America, Scandinavia, and Korea. Cake Entertainment is Coolabi’s global TV distribution partner for the series. Significant licensing and consumer marketing announcements are planned for the property throughout the year.
Scholastic Media
Scholastic Media celebrates the anniversary year for multiple properties including Clifford the Big Red Dog and Goosebumps. Clifford the Big Red Dog celebrates its 50th birthday with the launch of new items from licensees Douglas, Zoobies, Patch Products, Buy Seasons, TCG (formerly known as The Canadian Group), and Bendon and Derma Sciences, as well as new print and digital publishing from Scholastic, new DVDs from Lionsgate, new digital products from Scholastic Interactive, and a new QSR partner. PBS Kids will premiere Clifford’s Really Big Movie this fall. The live show Clifford: A Big Family Musical from Mills Entertainment is also currently touring 50 cities. Goosebumps will mark its 20th anniversary this Halloween. In addition to on-air promotion on The Hub, which now airs the series, there will be new publishing from Scholastic, new DVD releases from Fox Home Entertainment, and new branded board games from Fundex. For The Magic School Bus, LeapFrog will offer The Magic School Bus: Oceans for LeapFrog Explorer; The Young Scientists Club will offer four new science kits; and Scholastic Audio will offer three new releases. The brand will also enjoy a major backto-school launch from new home video partner New Video. The I Spy seek-andfind franchise will see several new games and puzzles released by long-time partner Briarpatch, two new console titles for both Nintendo DS and Wii, and new publishing from Scholastic. Little Scholastic will have new branded infant and baby developmental toys from Danara in a Target exclusive, while Kids Station will add seven new Scholastic-branded products to its existing portfolio.
The Wildflower Group
The Wildflower Group is spearheading a fullscale licensing and merchandising program for Girl Scouts of the USA, in association with licensing agency Creative Properties. In March, Build-ABear Workshop debuted a make-your-own Girl Scouts 100th Anniversary Bear. Available at Build-A-Bear Workshop stores and buildabear.com, the limited-edition bear features matching pink nose and feet and an anniversary trefoil on her chest. Bear-sized Girl Scout Daisy, Brownie, and Junior uniforms are also available. This fall, Steiff will introduce its Girl Scouts Build-A-Bear Workshop Girl Scouts Centenary Bear, a limited-edition golden 100th Anniversary Bear blond collectible bear. Made of mohair wool and featuring five-way articulation, the bear wears a Girl Scout Junior uniform with a green skirt and sash and the troop number, 312 (for March 12, 2012, the official date of the 100th anniversary).
Big Idea Entertainment Big Idea Entertainment, a division of Classic Media, will showcase its new licensing, promotional, and retail programs for VeggieTales as the brand gears up to celebrate its 20th anniversary beginning December 2013. New products and licensees include crafts and activities from The Orb Factory, live plant containers from Masterpiece Flower Company, home school curriculum from A Journey Through Learning, wall covering murals from Wacky Wallscapes, book apps from Ruckus Media Group, and multiple educational and game apps from Weeblets (Spotisode), Moveable Code (Step By Story), and ReelCards (video eGreetings).
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 51
Licensing Show 2012 Ludorum
Ludorum, creators of Chuggington, announced Traintastic Adventures!, a multi-platform campaign focusing on Chuggington’s characters, destinations, and adventures. Anchor Bay Entertainment will kick off the program on August 14 with the release of its newest Chuggington DVD, Traintastic Adventures! Also in August, Budge Studios will launch a Traintastic Adventures! full-feature game app for iOS and Android devices. A Chuggington Traintastic Adventures! collector map and cards will be free to consumers with the purchase of select TOMY or Anchor Bay Entertainment Chuggington product beginning in August, as well as a gift with purchase through Scholastic Book Clubs. In October, Totsy.com and Ludorum will launch a Traintastic Adventures! online feature shop. This fall, master toy partner TOMY introduces an all-new track system in the Chuggington Die-Cast Railway. The new system allows fans to build track layouts vertically for the first time. Bendon Publishing International, Inc., will introduce Chuggington activity books under the new Imagine Ink line, as well as educational workbooks. Chuggington bikes, protective gear, and accessories will be released from Pacific Cycle. LeapFrog will offer digital Chuggington content in its App Center for the first time.
Mind Candy
Mind Candy announced four new publishing partners for Moshi Monsters. The debut offerings include children’s paperback, hardcover, and electronic offerings from Penguin, as well as a Moshi Monsters character encyclopedia and Ultimate Sticker Collection from Penguin’s DK imprint. Scholastic will produce Moshling collectors’ guides (pictured). Children’s novelty books will be available from Reader’s Digest. Prima Games, an imprint of Random House, will produce a print strategy guide for use with the Moshling Zoo Nintendo DS game. SkyJack extended its partnership to the Americas with the new U.S./Canada version of Moshi Magazine.
52 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Kidz Bop
Kidz Bop 22 will be released July 17. The album includes 16 chart-topping hits sung by kids for kids. Timed to the release of Kidz Bop 22, Imperial Toy Imperial Toy roleplay toys will debut a new line of Kidz Bop Pop Star roleplay toys. The line will feature musical microphones, keyboards, and fashion accessories with on-trend styles and technological elements. Kidz Bop also partnered with Sakar to create a new line of youth electronics. Initial product includes karaoke machines, headphones, MP3 players, and digital cameras. Product will hit shelves during the holiday 2012 season with additional product available spring 2013.
The Licensing Shop
Moose Toys’ Trash Pack is back this year. Series 2 launched this spring. It features new orange bins, 168 new collectible Trashies, and new special-edition Moldy Trashies to collect and trade. Moose Toys and The Licensing Shop are extending the brand to include licensed goods, including apparel, publishing, backpacks, and more.
Synchronicity
Synchronicity signed new licensees for the Tootsie Roll candy brands, including Mead Westvaco (back-to-school stationery), The Wish Factory (PopGrrl nail charms), NRG Global Sourcing (tops in Canada), Shindigz (custom party decorations and favors), Trevco (specialty market T-shirts), and Box Seat Clothing (custom T-shirts at PopFanatics.com). Rocket Licensing International now represents the Wham-O toy brands (Frisbee, Hacky Sack, Slip ‘N Slide, Hula Hoop, SuperBall) in the UK and Europe. Kiloo’s Frisbee Forever app is available on the iPhone, iPod Touch, and iPad. Frisbee Forever 2 is now available. The Android version just hit the market.
SMC Entertainment
In 2011, SMC Entertainment, Inc., (SMC) acquired all North American television, home entertainment, licensing and merchandising rights, and promotional rights for The Jungle Book CGI-animated television series and one-hour telefilm from DQ Entertainment International. SMC also acquired The Jungle Book master toy rights for Australia and New Zealand and licensing and merchandising rights for South Africa. SMC recently signed deals with Phase 4 (home entertainment), Isaac Morris (master apparel), Komar (sleepwear), Seasons USA (Halloween costumes), Nanco (amusement plush), Pacific Play Tents (outdoor), and Barnes & Noble (ebooks). SMC is seeking partnerships to develop a comprehensive consumer products campaign across categories, including toy, ELAs, publishing, games and puzzles, gaming/interactive, apparel, footwear, accessories, back to school, party goods, food and beverage, arts and crafts, home furnishings, and more. The Jungle Book will debut this summer on a major soon-to-beannounced broadcast platform in the U.S. Home entertainment titles and digital platforms will release this holiday.
The Joester Loria Group
The Joester Loria Group, representing The Collective’s Annoying Orange, announced that the property’s new TV series will air on Cartoon Network starting this summer. Current licensees for Annoying Orange include The Bridge Direct (master toy), Hybrid Apparel (apparel), Accessory Innovations (accessories), Nancy Sales Co., Inc. (amusement park toys), Rubies Costume Company (Halloween costumes), and LF USA (loungewear and sleepwear). New licensees include A & A Global Industries (vending machine gift and novelty), Calendar Holdings (2013 calendars), Classic Imports (Sherpa blankets, lanyards, talking coffee mugs, orange-scented air fresheners, frosted pint glasses, key chains), Kurt Adler (holiday decorations), Mount Franklin Foods/Sunrise Confections (gummies and fruit snacks), Papercutz (graphic novels), Paris Geneve Company (ladies’, men’s, boys’, and girls’ apparel in Canada), Play Visions (talking pens, temporary tattoos, and 3-D lenticular stickers), Sakar International (ear buds, headphones, cell phone/MP3 cases and skins, flash drives, docking stations and speakers, talking alarm clock radios, talking flashlights, talking digital cameras, and Nintendo DS cases and skins), and Scorpio Posters (posters).
Dimensional Branding Group
Dimensional Branding Group’s (DBG) app game Temple Run has more than 80 million downloads on iOS and Android platforms. Spin Master, the newly named master game licensee, will capture the essence of Temple Run in traditional games, including card games and board games with electronic features. DBG is looking for both domestic and international licensing partners to expand the current merchandising program.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 53
Licensing Show 2012 HIT Entertainment
HIT Entertainment, a division of Mattel, will introduce new friends and destinations for Thomas & Friends on the Island of Sodor in the CG-animated 60-minute feature Blue Mountain Mystery, set for its global release on DVD (Lionsgate Home Entertainment) this fall. Thomas & Friends licensees worldwide, including Fisher-Price, Random House, Egmont, MEGA Bloks, and Tomy will create more than 75 tie-in products, including books, games, engines, playsets, apparel, bedding, and accessories based on Blue Mountain Mystery. Discovery Bay Games and HIT Entertainment will introduce the first Thomas & Friends iPad game “appcessory” and corresponding apps. The new Thomas & Friends-branded Duo appcessory will offer app-supported active play for iPad and is slated to be introduced this fall. HIT Entertainment and Corus Entertainment’s Nelvana Studio have teamedup to produce 52 12-minute episodes of Mike the Knight. Additional new broadcast territories for the property include Cartoon Network (Italy), Hop TV! (Israel), YLE (Finland), RTE (Ireland), NOS (Netherlands), VRT (Belgium), Canal Panda (Portugal), and EBS (South Korea). More than 40 licensees have been signed for the property including Character Options as master toy licensee in the UK and Simon & Schuster as global publishing partner. Product roll-out began in the UK, and a full U.S. consumer products program will debut at mass and specialty in 2013. Most recently, the series was sold to Super RTL (Germany) and the broadcaster was also appointed as the property’s licensing agent in the territory. International expansion continues with the appointment of CPLG Benelux and TF1 Licenses as licensing agents in their respective territories. Nelvana Enterprises represents the series in broadcast and home entertainment in Latin America and France as well as broadcast in the U.S., while HIT Entertainment represents Mike the Knight in all other territories globally. HIT Entertainment has new partners for Angelina Ballerina. A new feature DVD release, Angelina Ballerina Dreams Do Come True, debuts this August (Lionsgate Home Entertainment) and will air on PBS Kids later in the year. Angelina Ballerina Dancing on Ice, the UK winter DVD release, hits shelves in October. In Latin America, new partners were added for apparel and accessories. AB Studio Licensing will also license an Angelina Ballerina dance curriculum—The Angelina Ballerina Dance Academy—to studios in the U.S. The program will commence this fall.
54 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Evolution
Evolution will continue to handle Summertime Entertainment’s new animated feature film Dorothy of Oz, to be released theatrically in 2013; Zinkia Entertainment’s animated preschool property Pocoyo; Zydeco Studios children’s novelty brand Floppets; and new business development for Creata. In addition, the company has acquired several new entertainment properties and a technology client, including Taffy Saltwater, a new half-hour animated television series targeted to girls ages 4–8, created by author and artist Michael Paraskevas (Maggie and the Ferocious Beast), and executive producer Judy Paraskevas. Evolution will provide all licensing and retail development functions globally for the property, which is anticipated to launch fall 2013, with products at mass retail in summer 2014. Key licensing catescene from Taffy Saltwater gories will include toys, dolls, figures, playsets, apparel, accessories, swimwear, and seasonal merchandise such as beach toys and towels. Evolution will handle the global licensing, retail development, and promotional partnerships for Monstroids, a new half-hour animated television series targeted to boys 6-11, based on the comic book property created by Kevin Grevioux. The show is anticipated to launch fall 2013, with products at mass retail in fall 2014. Key categories will include toys, video games, apparel, accessories, fast food, beverages, and theme parks. Evolution will also help Everhear Partners, Inc., license its technology Cuddletunes, which utilizes patented technology to create the first-ever “social music” plush for children. Cuddletunes allows users to record their own audio tracks over a soundtrack and download them to an MP3 player inside their child’s plush toy.
Fisher-Price
Fisher-Price offers the DC Super Friends Wheelies Batman Raceway Ride-On, available this June. Fold down the front of the ride-on to convert it into a raceway ramp. Line up the Batmobile and The Joker race cars at the top, press the button, and watch them zoom down to the finish line. The ride-on includes underseat storage and Batman and The Joker Wheelies race cars featuring Batman phrases and sound effects. It is for ages 1–3. TCG (formerly The Canadian Group) has partnered with Fisher-Price to develop, manufacture, and market infant and preschool puzzles for the U.S. and Canadian markets. The new line will provide age-appropriate developmental learning content and feature the characters from the Laugh & Learn and Little People brands. Puzzles will feature content appropriate for kids as young as 10 months old in a variety of formats including wood and traditional paperboard.
The Jim Henson Company
For The Jim Henson Company’s preschool television series Pajanimals, currently airing on Sprout, TOMY International, its U.S. master toy licensee, is developing an assortment of innovative toys and juvenile products for launch in 2013. The company also inked a digital licensing deal with NFusion Interactive for the first Pajanimals app launching this month for tablets and smartphones. The 3-D app, an interactive adaptation of the episode Light in the Sky, features activities that play off of the theme of the episode as well as music and animation. NCircle Entertainment, its home entertainment distributor in the U.S. and Canada, is set to release the first DVD, Meet the Pajanimals, this August. Additional licensees to launch products in 2013 include SaraMax Apparel Group, Inc. (sleepwear), Planet Sox (socks), Lighthead Beds (illuminated graphic children’s headboards), Starbound Entertainment (parade balloons), and California Costumes (infant/toddler Halloween costumes). Dinosaur Train, airing on PBS Kids, currently has about 70 licensees worldwide. Henson recently signed a licensing agreement with TDG & Associates for the brand to develop healthy foods and snacks for toddlers across several food categories. The first products will be available at retail in 2013. Master toy licensee TOMY will debut new products for the brand this year including new additions to the InterAction Figure line led by the new Extreme InterAction Figures. TOMY has also expanded the Dinosaur Train playset offerings and collectible figure line to include a new Arctic Adventure Motorized Train Set and a large-scale Dinosaur Motorized Adventure Set. Internationally, the company has signed new licensing agents and licensees. Mega License has been appointed to oversee licensing for the brand in Russia; and Henson is close to making an announcement for new agents in Germany and the UK. New European publishers include Puffin in the UK for publishing and Egmont in Poland for cover mounts. Fraggle Rock The company unveiled a new licensing strategy to celebrate Fraggle Rock’s 30th anniversary in 2013. Henson is partnering with Talenthouse to provide a platform for artists and designers around the world to create artwork that embodies the brand. In addition, 30 brands, designers, and artists will offer unique products to commemorate the year. Companies and designers already on board include: DRx Romanelli (DRx Fraggle Denim), celebrity designer Anita Ko in conjunction with Glamhouse (costume jewelry), Kamibashi (Fraggle Rock String Doll Gang dolls), and music producer Bryan Ray Turcotte (compilation record featuring top indie artists’ unique renditions of popular Fraggle songs).
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 55
BUILDING IMAGINATIONS WITH CONSTRUCTION TOYS BY LAURIE LEAHEY
hatever kids can imagine, they can build with construction toys. From bricks and blocks to sticks and magnets, the construction toys category offers a variety of ways for kids to build. Even with kids spending more and more time playing in the digital world via computers and smartphones, construction toys continue to sell. According to data from The NPD Group, the “building sets” category was one of two toy categories that saw the most significant revenue increases in 2011 at 23 percent. (The other category was dolls.) “The construction category is becoming more attractive to toy manufacturers because of its rapid growth over the past several years,” says Kim Boyd, global brand director for KRE-O at Hasbro. “More children are getting into construction play at a younger age and staying in it for longer.” She says that to be successful in this category, manufacturers must deliver a positive and fun building expe-
W
K’NEX will introduce building sets featuring popular bands, such as The Beatles (shown) and KISS.
56 TOYS & FAMILY ENTERTAINMENT JUNE 2012
rience and have an appealing brand theme. “Kids are shopping in the aisle because they like to build, so they are then focused on what themes interest them,” Boyd says. Many manufacturers choose to offer both a fun building experience and appealing theme through licensing. By combining properties that kids love with construction play, kids are able to build their favorite worlds. When Hasbro debuted its KRE-O line last year, the building sets were Transformers-themed. The company has introduced Battleship building sets this year based on the new movie Battleship. “Typically, the licenses we are seeing today in the construction category represent the latest blockbuster movies, such as Battleship, or other major entertainment experiences, such as top-ranked video games,” Boyd says. “These intellectual properties are extremely topical for kids in this age target due to an overwhelming amount of exposure through mass media campaigns, promotional partnerships, and other licensed products. Kids become inspired by the storylines and their characters. Kids will build out the worlds and then roleplay within the sets to act out their favorite moments or make up parallel stories on their own.” Søren Torp Laursen, president of LEGO Systems, Inc., says that roleplay is becoming more a part of building toys. Instead of kids playing out a scene with an action figure, they are playing it out with mini figures. With an action figure, “there’s no environment, there’s no backdrop behind it,” Laursen says. However, mini figures come with a buildable environment, which enhances the imaginative play. “If you can play out the same fantasy play in a mini figure context (and thereby with a natural surrounding where there’s actually a context) . . . there’s a broader appeal for the
above: This fall, MEGA will release a line of World of Warcraft building sets. below: Starting in June, LEGO will release Lord of the Rings building sets.
child to have the ability to play out his/her imaginative action figure play but at the same time have a great building experience and a great backdrop for fantasy play.” MEGA Brands reaches out not only to kids but also to adult fans and collectors with its licensed building sets. Licenses for the fall include Power Rangers Super Samurai, Halo, and World of Warcraft. “We’re fortunate to partner with top-tier brands that provide a rich and immersive content universe that translates very well to building toys,” says Marc Bertrand, president and CEO, MEGA Brands. “Kids, fans, and collectors love the freedom and creativity of construction toys that allows them to build and
rebuild entire worlds or characters, vehicles, and locations based on their What also appeals to kids are different ways to build. There are some favorite entertainment properties.” companies in the construction category that are moving beyond traditionLicensing is not only prevalent in the construction toys category but also in al blocks and bricks, offering kids different ways to build and get creative. the overall toy industry. According to data from The NPD Group, licensed toys OgoSport launched its OgoBild line of general purpose construction represented 26 percent of total industry sales in sets last year. The kits come with a variety of 2011. “One of the habits that people have formed pieces—wheels, wings, balls, hands, eyes—and is what characters and worlds they fall in love no instructions, prompting kids to put the pieces with,” says Michael Araten, CEO of K’NEX. together however they want. “We try to use the “Once you fall in love with that experience, you images [on the package] to inspire starting want to recreate it.” K’NEX has focused on points,” says Kevin Williams, partner, licensed building products for Nintendo and OgoSport. “All the different creations we show Angry Birds. “We know that kids love interacting on the package are really what we think are with those characters, and adults like interacting enough for construction because it is so easy to with things that seem familiar. That’s one of the start building with it. It’s got a lot more benefit above: MGA offers a bigger way to build reasons you see licensing not only in building toys for kids to give them a box of random bits and with Little Tikes TikeStix. but across many levels of consumer products.” parts and let them come up with their own below: OgoSport’s OgoBild Bits character Blink But while licensing can help a product line’s world.” The company’s new OgoBild Bits are success, sometimes a non-licensed line can be just smaller kits with different pieces to create a as strong. K’NEX’s non-licensed roller coaster character, either the one pictured on the box or building sets appeal to kids because kids enjoy one from a child’s imagination. riding roller coasters at amusement parks, and the MGA is inspiring kids’ imaginations on a K’NEX sets let them bring real-working thrill larger scale with its Little Tikes TikeStix line. rides home. “We want to make working roller Instead of making forts out of pillows, chairs, coasters so that when [kids] build the thing they and blankets, the TikeStix building sets come can imagine, it works just like it did in the amusewith enough large plastic pieces to build a fort, ment park,” Araten says. “It’s not just a model playhouse, rocket ship, dog house, or whatever where you build it and put it on the shelf. It’s an interactive experience both in kids can imagine. “It’s fun to build them, but it’s even more fun to be the building and the playing afterward. inside and play,” says Rosanne Kubisty, senior director of Little Tikes marMany of LEGO’s non-licensed building sets have been just as popular as keting. Each set (four are currently available with more planned for spring its licensed ones. In addition, LEGO has been very successful creating its own 2013) includes instructions for four or five different things to build, but IP, especially with Ninjago. The ninja-themed product line, which also has its kids are encouraged to use the pieces, even mix and match across the sets, own TV show on Cartoon Network, continues to expand this fall with new to build whatever they can imagine. “With any of the sets, it’s limitless SKUs. But LEGO’s Laursen says that LEGO doesn’t think in terms of what you can build with it,” Kubisty says. licensed versus non-licensed when creating product because that’s not how And it seems that the growth of the construction toys category is children think. “They buy things because the themes are appealing to them or limitless, as well. Parents who fondly remember playing with constructhey are already collecting something in the Star Wars environment or they are tion toys as children are buying construction toys for their kids. It’s a in a stage where city and police play is appealing to them,” he says. “We have classic play pattern that continues to inspire creative play. Whether something for every child’s interest. Whatever is on their mind right now, there kids are building a fort, a character, or a movie replica vehicle, they are will be a theme that is likely appealing to them.” also building an imaginative world.
58 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Untitled-1 1
5/15/2012 4:06:44 PM
Construction Toys
BY LAURIE LEAHEY
With construction toys, kids can build their own worlds. From bricks and sticks to licensed and non-licensed sets, the category offers a variety of ways for kids to build. The following pages showcase some of the newest construction toys hitting the store shelves.
LEGO
LEGO’s newest building theme is Monster Fighters. The Vampire Castle building set comes with 949 pieces so kids can build a “haunted” house full of details and functions and a roadster for the Monster Fighters. The set includes six minifigures and is for ages 8 and up.
MEGA Brands
MEGA Bloks Lil’ Princess is a construction collection designed for preschool girls 1 and up. The line brings to life a world of princesses with sparkling tiaras, wings, blocks, pony characters, and enchanted castles. It debuts this fall.
Hasbro
The KRE-O Battleship line features tanks, ships, and helicopters from the new movie Battleship. Pictured is the Combat Chopper, a 174-piece building set for ages 7–14.
K’NEX
The Angry Birds building sets from K’NEX let kids 5 and up build and play with characters from the app. Use K’NEX bricks to build a structure and launcher, then launch the birds to knock down the structures and pigs. TikeStix Clubhouse
Infinitoy
With the ZOOB Jr. Dump Truck kit, kids can build all sorts of trucks plus creations from the ZOOB Jr. Zoomer. It includes 23 oversized ZOOB Jr. pieces, four wheels with tires, and a dumper bed with a flap.
60 TOYS & FAMILY ENTERTAINMENT JUNE 2012
MGA
MGA’s Little Tikes TikeStix is a line of indoor/outdoor building sets. Instead of using the dining room table and a bedsheet, kids 4 and up use the TikeStix building pieces to make a fort, playhouse, rocket, and more. The Playhouse and Clubhouse sets come with 50 pieces, while the Rocket and Dog House sets come with 30 pieces. All the pieces are interchangeable.
CitiBlocs
CitiBlocs’ new Neon block set comes with 100 blocks in five vibrant colors: green, pink, blue, orange, and natural. There are 20 blocks of each color. Each set comes in a sturdy, paint can-style container with a handle for storage. The Neon set is for ages 3 and up.
Eitech
The Eitech Radio Control Jeep with LED Lights Construction Set has a two-way remote control that includes rechargeable 6V batteries. This set has more than 400 high-quality steel parts, including tools and LED lights. Kids can follow the instructions or make their own creation.
OgoSport
OgoSport’s OgoBild is a construction system that gives kids a variety of pieces and lets them build whatever they want. Parts for the OgoBild Bits construction sets (shown) include eyes, hands, wheels, and propellers. Kids can build the specific Bits characters or use the pieces to build a unique creation.
Geomag
Geomag’s new Pink construction toys are designed to give girls their own colors while they build geometric constructions and learn about the magic of magnetism. Each set includes non-magnetic steel spheres and magnetic rods made of the highest quality materials.
Playmobil
Playmobil’s Car Ferry with Pier set floats on water and comes equipped with a foldable ramp at both the bow and stern. Car blocks and an open deck make it easy to transport vehicles. The set also includes four figures, one motorbike, one bicycle, two life rings, and other accessories. It is for ages 4–10.
Ohio Art
Grand Piano is a new nanoblock set from Ohio Art. It comes with more than 150 pieces and is for ages 8 and up. Detailed color instructions are included.
Smart/ Tangoes USA
Smart/Tangoes USA’s SmartMax magnetic construction sets let children build shapes and structures while learning the principles of magnetism and architecture. The extra-large pieces are easy for small hands to manipulate. The magnets are strong enough for easy assembly and breakdown. An included illustrated guide shows children the basics of building magnetic structures and ways to reinforce and strengthen structures.
Tegu
Tegu’s newest line is Tegu Mobility, which launches this holiday season with Magnetic Wooden Wheels. The magnetic wheels have flexible rubber tires and click onto any Tegu block creation. The wheels are compatible with Tegu’s existing magnetic building system.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 61
GAMING
FOR THE
BY JENNIFER LYNCH
FUTURE
ideo gaming has become an increasingly prevalent element of everyday life. It has moved from the basement to the living room to the mainstream. But perhaps the biggest change in the category comes down to who is gaming and how they are gaming. Previously, a hardcore gamer was defined as a male age 18–34 whose chief platform was a console and who consumed mostly shooter or massively multi-player online games (MMOGs). But the term “hardcore” has evolved alongside gaming. “When I think about what hardcore means now, it’s someone who is totally into gaming and spends a lot of hours doing it,” says Patrick O’Brien, vice-president, entertainment and licensing, Electronic Arts. This includes gamers across all platforms—console, mobile/tablet, and social. “There has even been the creation of hardcore gamers in their 40s, 50s, and older, who were never gamers before, because the kinds of games we can offer them are very appealing to their mindset, skill set, and everything else.” This shifting demographic of gamers has led to a period of transition and experimentation in many ways, says Bill Anker, vice-president of business development, D3Publisher, a division of Namco Bandai. “I think a lot of people are finding that things they might have previously had no interest in, they like once they try it,” he says. “It’s an experimentation both on the part of the gamers to see what other types of experiences they might like aside from the core experience they’ve had in the past, and there is experimentation on the part of developers and platform creators in trying to figure out what are the kinds of experiences that we can create with these input devices.”
V
THE IMPACT
ON
TRADITIONAL GAMING
It is no secret that despite a rise in the number of gamers, console sales are sinking. In April, The NPD Group reported that overall sales volume of consoles and console games at retail dropped 42 percent compared to last year, with a variety of factors contributing to the drop. Nearing the tail end of a console cycle, consumer interest has dropped off in anticipation of the next console—a trend that historically tends to occur. Nintendo is scheduled to launch Wii U this holiday, and both Microsoft and Sony are expected to launch their next generation of consoles in 2013–14. Nintendo declined an interview. However, console sales will likely never reach their previous height of success, unless something revolutionary happens, says Scott Mucci, director of research at IGN Entertainment. “Our stance at IGN is that the peak year
62 TOYS & FAMILY ENTERTAINMENT JUNE 2012
THE GAMING GENERATION 80 70
A recent study conducted by IGN Entertainment found that the U.S. gaming population reached an all-time high of 99.3 million gamers in 2011.
60 50 40 30 20 10 0 Boomers Boomerrs Generation G Generatio on n X Milleni Millenials als Generation Z
for box and ship retail was 2008,” he says. “And just as we saw with music, which peaked in 1999 and every year since has seen a slow decline, games will follow a similar trend.” The rise of alternative gaming platforms— mobile, tablet, and social—is a main contributing factor. The NPD Group does not currently include sales from iTunes, Amazon, and Android app stores or Facebook in its standard reporting, something the organization is looking to rectify in future reports, says Mucci. Prior to the rise of mobile and social gaming, the gaming experience held the spot as the most important consideration for gamers. “But when Apple came out and brought down the price of gaming to a 99 cent/$1.99 price point, it’s as if the whole market suddenly became much more sensitive to what entertainment should cost,” says Jason Yim, president of Trigger Global, a digital marketing and production agency that specializes in websites and digital games for film companies such as Sony Pictures, Sesame Workshop, Lucasfilm, and more. “When you can buy an app game like Angry Birds for $1.99, and it comes with 180 levels of entertainment, price awareness is going to start being applied to console games. And that changes the model for everyone.”
COST VERSUS EXPERIENCE
Developers are working to combat the question of whether the experience is worth the cost on multiple fronts. “The concept of a console as a living room-only device is losing relevance,” says IGN’s Mucci. “However, the notion that there is a Microsoft gaming experience, a Sony gaming experience, a Nintendo gaming experience—that’s still vibrant and alive. And all three manufacturers are working very diligently to crack that nut.” Part of the answer lies in the capabilities of these platforms to
work across devices and stay with that consumer tive gaming experiences for kids using Kinect of your friends into Kenny from South Park or 24 hours a day, seven days a week. for Xbox 360, including Sesame Street TV, you see yourself under the helmet in Madden.” While Rich Maryyanek, CMO of Big Tent which will make its debut later this year. Free-to-play (F2P), which is a payment model Entertainment, doesn’t think consoles are losing “Sesame Workshop knows how to present con- that provides free games to players with monetirelevance yet, he says they must find a way to tent to kids in a TV format that keeps them zation through advertising, has made one of the break out of the single function “game console” engaged and participating with the program as if largest impacts on the way players game and what to compete. “I think before the consoles lose rel- they’re there,” says Jaymi Bauer, director of they look for in gaming, which goes back to the evance, we’ll see the packaged software dwindle marketing for kids & lifestyle entertainment, question of experience versus price. After seeing more, but other options such as software and interactive entertainment business, Microsoft. the success of F2P within mobile gaming, the toys, such as [Activision’s] Skylanders, may help “But until now, the TV never responded back. payment model has slowly made its way onto offset some of those losses.” Activision’s The Kinect center will hear when kids use their consoles in more recent years. It is proving to be Skylanders, which merges the world of a saving grace among staling sales, physical play through it’s game piece toys specifically for PC-based games. with the interactive world of gaming, is “There are a number of older, more traproof that with the right type of innovatiditional monthly subscription MMOGs vation success can still be found in conthat have switched to free-to-play and sole gaming. According to the company’s have literally seen a tripling of their Q1 financial report, Skylanders Sypro’s audiences,” says IGN’s Mucci. “And Adventure was the No. 1 kids’ title with it’s not just people joining on for 30 day more than 30 million toys sold to date trials; all signs indicate this audience is through April 1. Activision was unavailsticking.” IGN’s Mucci says that Star able for an interview as of press time. It Wars and World of Warcraft are two of also touches on a growing trend that conthe biggest MMOGs that are continusumers are looking for, breaking down the ing to stick to their monthly subscripbarrier between the interactive and physition-based model, but thinks all MSNBC host Willie Geist (second from right) watches his daughter and a cal worlds of play. MMOGs will eventually be replaced by friend play Kinect Sesame Street TV at a recent Kinect for Xbox 360 event. Augmented reality (AR) is an area the F2P model. developers are experimenting with more for voice or start clapping. This two-way interaction Platform creators are also using F2P as a way gaming, although it is still too soon to tell how will be essential to consoles in the future, and I to remain with consumers 365 days a year. One well consumers will respond. “It moves you think it will be something people expect.” example is through Xbox Live, which players from the console experience, where you’re sitTech advances can also offer a more personal- can connect with through their consoles, PCs, or ting in front of the TV, and the eyes-down ized experience, says Big Tent’s Maryyanek. Windows Phones. “To become super relevant mobile experience to an eyes-up experience in Using Big Tent’s PixFusion technology, “Majesco not just in one TV experience but throughout the which gaming starts occurring not only on the rolled out Face Racers, where you can use the day, every day, we must continue to connect the screen or in the palm of your hand but on top of Nintendo 3DS camera to snap a picture [of your- dots and lead the consumer with experiences that objects in the real world,” says Trigger’s Yim. self] and map it to your avatar,” he says. “This go across screens,” says Microsoft’s Bauer. So Being placed inside a game gives a similar type of product is only scratching the surface. while the future of consoles is uncertain, one experience. Last fall, Microsoft announced plans Imagine playing a game such as Lord of The thing is clear—gaming has changed, and to be to team with Sesame Workshop and National Rings where you really become Gandolf with the successful and meet the wants of consumers, Geographic to create more educational interac- white beard and flowing robes or you make one developers must respond and evolve with them.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 63
Video Games
BY JENNIFER LYNCH
The demographic of gamers and the ways in which they game has shifted. And to meet these changes, developers must come up with content that continues to offer traditional gamers the deep gaming experiences they seek, while also catering to the new gamer. Below is a sampling of some of the latest games from developers.
Electronic Arts
Konami
Konami Digital Entertainment announced that Pro Evolution Soccer 13 will launch this fall. The game will give the player complete freedom to play any style of ball with any teammate anywhere on the pitch, including full control over shots for the first time ever. Three key elements form the basis of Pro Evolution Soccer 2013’s innovations: Full Control, Player ID, and ProActive AI.
Mass Effect 3 from BioWare, a label of Electronic Arts, sends players into an all-out galactic war to save mankind from an ancient alien race known only as the Reapers. It features the Galaxy at War system, in which players have the option to fight the galactic war on multiple fronts. The system includes the franchise debut of co-operative multi-player, as well as two iOS-exclusive apps, the cover-based, third-person shooter Mass Effect Infiltrator, and the Mass Effect 3 Datapad. The game is available for Microsoft Xbox 360, Sony PlayStation 3, and PC systems.
Warner Bros. Interactive
Warner Bros. Interactive Entertainment announced Sesame Street: Elmo’s Musical Monsterpiece, an action-filled console and handheld video game encouraging preschoolers to sing, dance, and learn through a series of fun musical games. Based on Sesame Street, the learning game will be available for Nintendo Wii and DS this month. The game is being developed by Griptonite Games, Inc., and features a “Parent’s Page” where parents can review games their child has played and review curriculum goals. Parents can also customize up to three profiles, set limits for number of games played, and more.
64 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Activision
The all-new Family Guy console video game from Twentieth Century Fox Consumer Products and Activision titled Family Guy: Back to the Multiverse, will offer gamers an interactive Family Guy experience inspired by the most popular and notable episodes in the series’ history. Consumers can currently interact with Family Guy characters in the free-toplay Family Guy Online Game. Additional details about the console game’s release will be announced in the near future.
D3Publisher
From D3Publisher is iCarly: Groovy Foodie!, an action-puzzle game based on Nickelodeon’s live-action series iCarly, available exclusively for Nintendo DS. In the game, Carly and Sam get in trouble and must complete community service by making imaginative food creations. The game is loaded with the show’s favorite characters and wacky food, and challenges players to feed a hungry crowd fast in funny situations.
Majesco Entertainment
Majesco Entertainment teamed up with Big Tent Entertainment to create Face Racers: Photo Finish for Nintendo 3DS. The game uses the photo-personalized technology developed by PixFusion to allows players to feel like they are a part of the game. Players take photos of their face with their Nintendo 3DS camera and can then place their face on their Face Racers avatars for their custom 3-D racing experience.
Sony Online Entertainment
screenshot from Face Racers: Photo Finish
The battle between heroes and villains in DC Universe Online continues as Sony Online Entertainment LLC (SOE) announced The Last Laugh, the fourth downloadable content pack for DCUO, will be available this month for download for PC and PlayStation 3. The Last Laugh will pit players against each other in high-intensity multi-player brawls, feature an all new weapon, and introduce new Light-Powered Legends PvP characters. screenshot from The Last Laugh
Ubisoft
Ubisoft will develop a video game based on Marvel Entertainment’s The Avengers characters and other heroes and villains from the Marvel Universe. Marvel Avengers: Battle for Earth’s interactive environments are inspired by iconic Marvel comic artwork and the Secret Invasion storyline. The game will be released this fall for Kinect for Xbox 360 and Nintendo’s Wii U.
2K Sports
New from 2K Sports, a division of 2K, a wholly owned publishing label of Take-Two Interactive Software, Inc., is Major League Baseball 2K12, now available on the Xbox 360, PlayStation 3, Wii, PlayStation 2, PlayStation Portable, Nintendo DS, and Windows PC. The game features a new ratings system designed to enhance the battle at the plate; revamped throwing system that makes fielding more realistic; new hit distribution system that allows for more varied and realistic hits; and an enhanced My Player mode. 2K Sports also announced the all new MLB Today Season mode that lets players complete an entire season at the same pace as their favorite MLB team.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 65
HAVING FUN WHILE EXPLORING SCIENCE BY
CHRIS ADAMS
he principles of science don’t change, yet the science toy category continues to offer new products and new ways of approaching scientific elements through play. What is changing are the types of products that are included under the umbrella of the science and exploration toy category and the ways that science toy manufacturers draw in consumers with their products. When designing science toys, manufacturers have to keep in mind that this is still a toy category. These science toys compete with other forms of play and entertainment, and not more curriculum-based science activities in kids’ lives. “We believe that science should not be a linear race in a predetermined direction,” says Kim Hammann, sales and marketing manager at Thames & Kosmos. “How you learn is just as important as what you learn. It is important to give kids the tools, the guidance, and the time to make real authentic discoveries. In a classroom setting, your success is determined by how many answers you can get right in a certain amount of time.” The classroom science experience is very important for a child’s education, but the science toy category also has a lot of complementary elements to offer a well-rounded science education. “With the classroom experience, there is a lot of focus on curriculum that must be covered, but with science toys there is a desire toward more open-ended exploring,” says Nancy Balter, science and math products manager at Educational Insights. “Teachers are encouraging kids and parents to do that outside of the classroom.” Another strength of the science toy category is that sometimes hard science isn’t the focus of a product and the other elements of that product draw kids into science through the back door. “There is a lot to be learned with science toys if you can do it in a fun and engaging way,” says Frank Adler, president of Uncle Milton Industries. “Kids are spending a lot of time in school and doing homework, so when they want to engage with a product it has to really capture their attention.” This sentiment is at the heart of the science toy category. These products need to be fun enough to engage kids, but educational enough for parents to want to buy them. “In the science toy category, the product needs to have more of the fun
T
66 TOYS & FAMILY ENTERTAINMENT JUNE 2012
The Young Scientists Club offers a Magic School Bus-licensed line of science toys. Shown is the Grow Amazing Polymers Group Pack.
element,” says Grant Cleveland, president and CEO of DuneCraft. “It can and should be educational—just not obviously. It needs to be a learning experience that doesn’t feel like one.” Science toy manufacturers take different approaches to creating enough elements of fun to keep kids active and interested. For instance, Be Amazing Toys’ popular Geyser Tube makes it easy for kids to conduct the classic activity of creating a diet cola geyser by dropping in Mentos. “Our goal is to create kits that have some sort of ‘wow’ effect,” says Elizabeth Romney, vice-president of specialty retail at Be Amazing Toys. “In getting that ‘wow’ effect, we want to draw kids into asking, ‘How did that work?’ and ‘Why did it do that?’”
STANDING OUT
Product and packaging execution are of utmost importance in the science toy category. This is a crowded category that focuses on a somewhat limited amount of subject matter. “When you look at all of the science toy manufacturers, they all cover the same topics,” says Esther Novis, president and CEO of The Young Scientists Club. “It is just a matter of how the products are being present-
ed and executed once families have them at home.” Obviously, product packaging is the first interaction a science toy has with consumers. The packaging has to stand out on shelf while concisely explaining what is included in the box as well as what will be learned. “Our packaging is our calling card and shelf-seller,” says DuneCraft’s Cleveland. “It is what catches people’s eye and instantly instills the need to learn more. The bold, colorful, and unique graphics on each of our items allows them to stand out on its own.” Licensing is another way that science toy manufacturers attempt to differentiate their offerings. Licensing in this category takes a lot of careful consideration. The license really has to make sense for science, justify The science toy category houses a the added expense, and bring range of products from hardscience-based kits to more toysomething to the table. oriented exploration items. On this For example, Uncle Milton page are examples of each end of has had success with its Star the spectrum. Above is Thames & Kosmos’ Solar Mechanics and on Wars Science line since its the right is Uncle Milton’s Nat Geo introduction in 2009. It works Wild Anteater Bug Vac. because it is an evergreen brand with science-related applications. There is crossover between what happened in the Star Wars world and what is happening right now with technology. This year, Uncle Milton introduced new brands to its licensed science toy offerings, including National Geographic and Nat Geo Wild. Uncle Milton’s Adler says the company is searching for additional evergreen brands to grow in this category. Especially for science kits, manuals play a big role in how consumers engage, interact, and learn with a product. They have to be easy to follow and include the right amount of information. “We spend a lot of time and research putting together our manuals,” says The Young Scientists Club’s Novis. “With products for children, it is very important that enough age-appropriate information is available,
but not so much that they won’t enjoy it and have fun.” Thames & Kosmos is another manufacturer that spends tremendous resources on developing its manuals. “We put a lot of work into making our manuals an effective learning tool,” says Hammann. “Step-by-step illustrated instructions on how to perform experiments, clear explanations for what happened in the experiments, open-ended questions, and informative sidebars with fun facts all work together to ward off boredom or frustration and help kids draw the line from their own experiences to broader themes and real-world applications.”
EVOLUTION
The science category has expanded and evolved over the years. What started out as toyetic versions of microscopes and telescopes has grown to include a plethora of hard- and soft-science products. “We see a diverse ecosystem of science product developing in the toy market: science experiment kits, science equipment, equipment-like toys, science-themed toys, sciencethemed games, science-themed crafts and activities, and so on,” says Thames & Kosmos’ Hammann. “There is a time and a place for science-inspired toys as there is for science kits. We’re happy to see the growth of both in the market.” Sometimes it is hard to peg whether a product that incorporates science should be considered a science toy. For instance, if a toy involves learning about temperature, is it a science toy or a math toy? When it comes down to it, it doesn’t matter much how a toy is classified. Is it science? Is it exploration? Is it something altogether different? The purpose for the science toy category, along with other educational toy categories, is to teach children about the world around them, how to think, how to be curious, and how to explore. As long as parents are looking for these tools, the science toy marketplace will offer a range of fun options to do so.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 67
SCIENCE & EXPLORATION
BY
CHRIS ADAMS
Products within the science toy category range from basic, toyetic versions of scientific devices, such as microscopes and telescopes, to more toy-oriented products that teach science without kids knowing it. Below is a sampling of new science toys that help kids discover the world around them, all while having a great time using them.
UNCLE MILTON
Uncle Milton is expanding its In My Room line with the addition of Earth In My Room. This globe lights up around the world’s population centers. In addition, Uncle Milton is launching its Nat Geo Wild line, which includes the Anteater Bug Vac.
THE YOUNG SCIENTISTS CLUB
The Magic School Bus Slime and Polymer Lab, by The Young Scientists Club, helps kids make polymers out of milk, make slime, create goop, produce a snow eruption, melt snow, dehydrate polymers, and more.
Earth in My Room
BACKYARD SAFARI OUTFITTERS
SMARTLAB
SmartLab’s DJ Rock Dock helps kids build a speaker dock for their MP3 player. Using the kit, they will learn basic electronics by investigating how speakers and amplification work.
Use the weather vane on the Storm Chaser Portable Weather Pod to find out which direction the wind is blowing and the anemometer gauge to measure wind speed. The water gauge collects and measures rainfall, while the temperature gauge shows the current air temperature.
HABA
EDUCATIONAL INSIGHTS
Haba’s Terra Kids Telescope (shown) magnifies up to 10 times. It includes a neoprene bag with a snap link and a mini compass. Also in the line is the Terra Kids Microscope, which includes tweezers, three microscope slides, cover foil, four compound capsules, aluminum carabiner, and samples to view.
68 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Millions of plankton live in ponds, lakes, and oceans. Kids can take a closer look at them with Educational Insights’ GeoSafari Plankton Net. Terra Kids Telescope
THAMES & KOSMOS
For countless generations, people have been captivated by the unique properties of soap bubbles. With Thames & Kosmos’ Bubble Science kit, kids can see for themselves why soap, water, and air are still studied by scientists, modeled by mathematicians, emulated by architects, and immortalized by artists and writers.
The Growums Garden in a Box is a complete gardening system that comes with one self-watering container, one Growums Pizza Garden starter kit, collectible stickers featuring the Growums characters, and Growums Magic Soil.
SCIENTIFIC EXPLORER
DUNECRAFT
In the Scientific Explorer Wacky Weird Weather Kit, kids will find everything they need to make their own weather. Along the way, they will learn science about the weather and what makes it so weird.
TEDCO
Hand Boilers are a classic, sciencebased, novelty item that is also commonly referred to as a “love meter” due to many of the glass stems being shaped like a heart. Hand Boilers are looped and twisted glass sculptures containing liquid that appears to boil as heat is transferred from a bare hand to the glass bulb. Tedco’s Hand Boiler is available in a variety of shapes and colors.
GROWUMS
Kids can create their own rainforest cloud garden with DuneCraft’s Swamp Thing Garden. The kit comes with plant stakes, an exotic bird figure, a germination medium disk, and more.
BE AMAZING TOYS
Be Amazing Toys’ My First Super Science Kit, targeted at 4-8-yearolds, focuses on early science learning through more than 70 activities.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 69
Conservation Central to Safari Ltd.’s Mission BY JENNIFER LYNCH
elebrating its 30th anniversary this year, Safari Ltd. is a toy company that cares as much about its mission as it does about keeping the business in the family, with three generations having a hand in the development and evolution of the company. In 1981, Bernard and Rosemarie Rubel, Safari Ltd. CEO Ramona Pariente’s parents and president Alexandre Pariente’s grandparents, started the company out of their Miami apartment. Spurred by their love of animals, the idea for the company was ultimately sparked by a game they picked up on a trip through Germany—an educational children’s card game that highlighted the issue of endangered wildlife. Conservation and preservation were causes the Rubels were deeply dedicated to and causes they believed kids of all ages should have a fun way to become informed about. Producing miniature figurines of these animals was their way to do it. “By producing [miniature] animals of the rain forests that were threatened or endangered, they sought to make children and adults aware of their beauty and why they were endangered,” says Ramona Pariente. Included with each figure is an educational tag that provides information about the animal, where it lives, and its global status. This information is now offered in five different languages on Safari Ltd.’s website as well. While rain forest conservation was a main focus for Safari Ltd. in the ’80s, and still is, the company has since widened that focus to conservation on a more global scale. In 1986, Safari Ltd. signed what Pariente describes as its most important license—The Natural History Museum, from which they have collaborated with the museum’s paleontologists to produce
C
70 TOYS & FAMILY ENTERTAINMENT JUNE 2012
top: Carnegie Scale Model Dinosaur Collectibles Brachiosaurus below: Incredible Creatures Eastern Cottontail Rabbit Baby
authentic, scale-model dinosaurs. Today, the company comes out with 60 to 100 new SKUs each year. But conservation for Safari Ltd. is not limited to animals exclusively. Bernard Rubel wrote in the company’s original mission statement that perhaps the most important endangered species to focus on is the endangerment of imagination. “We design toys that assist in the joy of play . . . without imagination, the individual loses the creative spark,” he wrote. It is a mission that Safari continues to rely on. “We stick to three-dimensional, unstructured play, with an emphasis on igniting the imagination,” says Pariente. The figures maintain their basic design, but now with more realistic detailing. New collections such as the Fantasy Figures line, which includes mythical creatures such as dragons, unicorns, and mermaids, help to spark imaginative play. The Safariology line, a science line, has also taken that imaginative play into outdoor play with bug viewers, binoculars, magnifying glasses, and more.
While education remains a cornerstone of Safari Ltd.’s mission, technology has helped advance the way in which it’s delivered. QR Codes, in particular, are utilized throughout Safari Ltd.’s product line. “I like QR Codes when they are used in a smart way,” says Pariente. “They should lead you to something that lets you explore while educating you.” Pariente has used the codes to provide retailers and consumers with everything from a narrated history of Safari Ltd. to videos of its miniatures depicted in jungle-themed dioramas. For licensed collections such as the Monterey Bay Aquarium Sea Life collection, QR Codes are used to direct viewers to the aquarium’s website, where they can learn more about the animals and the organization. Safari Ltd. also uses social media to spread its mission. On Facebook, Pariente regularly hosts holiday photo contests in which fans can send in themed photos that incorporate Safari Ltd. products. “Social media has absolutely, hands down, been an important tool in helping to spread the message about Safari Ltd. products and our messages of conservation,” Pariente says. This year marked Safari Ltd.’s busiest Toy Fair yet as well as the first year the company wrote orders at the Nuremburg Toy Fair, she says. It is evident that, 30 years later, her parent’s goal—to share their love of and the beauty of wildlife— continues to grow. “It’s been absolutely wonderful to keep the business in our family,” Pariente says. “And it’s my overall plan to keep it that way for generations to come.”
Untitled-1 1
5/15/2012 4:04:34 PM
YOU’RE HIRED
american GreetinGs ProPerties
Lindsay martinez, director of LicensinG and Business deVeLoPment
american Greetings Properties (aGP) appointed Lindsay martinez as director of licensing and business development. martinez will direct the building of aGP brands, such as care Bears and strawberry shortcake, through new and existing licensing and retail strategies and work to launch new properties. the new position will mark martinez’s return to aGP where she previously worked as director of marketing for Holly Hobbie, madballs, and new brands from 2006 to 2008. Prior to rejoining the aGP team, martinez served as vice-president of brand management and marketing at chorion, where she was responsible for the strategic development and execution of brand marketing and retail initiatives for chorion’s portfolio of brands in the americas, such as olivia and mr. men and Little miss.
smc entertainment GrouP
HeatHer smitH noBack, Vice-President, interactiVe & diGitaL media
smc entertainment Group, inc. (smc), an entertainment and brand management company and sister company to global consumer products manufacturer sun-mate corporation, named Heather smith noback to the post of vice-president, interactive & digital media. noback joins smc from encore software. noback’s appointment coincides with the formation of a new division to oversee online and social media marketing strategies across all brands. as a result, an updated and refreshed smc entertainment Group, inc., website has been unveiled, along with the launch of facebook and twitter pages for smc and all of its brands, including the Jungle Book, dance academy, and H2o: Just add Water.
72 TOYS & FAMILY ENTERTAINMENT JUNE 2012
Jakks Pacific
Brodsky & russo, aPPointments
Jakks Pacific, inc., elected Leigh anne Brodsky as a new independent member of its Board of directors and appointed her to the nominating and corporate Governance committee and compensation committee of the Board. Brodsky is a 25-year veteran of the children’s entertainment and toy industry. until september 2011, she served as president of nickelodeon & Viacom consumer Products, inc., where she oversaw worldwide licensing and merchandising for nickelodeon, mtV, and comedy central. Prior to her nearly 13 years with Viacom, Brodsky worked in senior executive roles for Lorne michaels’ Broadway Video and scripps Howard’s united media. she is a board member of the children’s Brain tumor foundation and served from 2010-11 as an elected board member of the toy industry association. Jakks Pacific also appointed carmine russo as president of Jakks’ international division, which coordinates the company’s growing international sales, marketing, advertising, promotions, and distribution operations across all product divisions. russo, a 28-year veteran of the toy industry, was the coo of toymax. Jakks acquired toymax in 2002, and russo became the senior vice-president of Jakks international, before being promoted to executive vice-president of Jakks international in 2009.
tomy
HenseLer & kiLrea, Promotions
tomy promoted Peter J. Henseler to vice-chairman of tomy international and Gregory J. kilrea to president of tomy international. Henseler previously served 10 years as president of tomy international/rc2 corporation. in his new role, Henseler will focus on global opportunities for tomy. kilrea previously served as the company’s executive vice-president and coo. kilrea has nearly 30 years of business management experience including eight years with tomy international/rc2 corporation. during his time with the company, he has assumed leadership for acquisitions, integrations, sales planning, product development, customer and vendor management, and personnel development.
twEntiEth cEntury fOx cOnSumEr prODuctS
kazi & chESS, appOintmEntS
twentieth century fox consumer products named nabil kazi to the position of vice-president, global promotions and morgan chess to the position of vice-president, digital strategy and commerce. kazi will define and set the global licensed Nabil Kazi promotions strategy for fox’s tv properties. he joins fox consumer products with 18 years of experience in entertainment marketing with several positions within the walt Disney company and its affiliated companies, including Disney consumer products and aBc television network. prior to joining fox, kazi was vice-president, global marketing and publicity for walt Disney animation and Disneytoon Studios. Morgan Chess chess will handle digital and e-commerce strategy planning for the breadth of fox consumer products’ portfolio. She previously served as director, digital marketing for 20th century fox Studios, where she oversaw the digital marketing campaigns, including such programs as the angry Birds rio app, as well as the Rise of the Planet of the Apes and X-Men First Class online campaigns.
waBOBa uSa
JOrDan SuLLivan, DirEctOr Of markEting anD SaLES managEr
waboba uSa named Jordan Sullivan as director of marketing and sales manager. Sullivan will work with national sales director Buck Bowers to coordinate the international group of sales representatives and distributors while working with public relations agency pr power to communicate via newsletters and press releases and to generate information about special events and promotions. Establishing the international waboba federation, a league for competitive play, is also part of Sullivan’s charge, as is expanding the waboba brand’s reach into fitness and sports training venues beyond its current sales in surf, sporting goods, and toy stores. Sullivan recently worked with a physical education teacher from the uk to launch a waboba Bounce ahead! program for p.E. teachers that will roll out in the coming year.
EvOLutiOn ExpanDS ExEcutivE tEam
Evolution’s initial founders, travis J. rutherford and adam unger, joined forces with Stanley Lerman and ryan Broomberg to expand the capabilities of the firm. Lerman, named as managing director and cOO, brings extensive retail, consumer packaged goods, fashion, and direct response experience to the company. his primary responsibilities are strategic planning, operations, finance, and legal, and he will oversee all international licensing efforts. as executive vice-president, Broomberg brings expertise in retail operations, sourcing, and distribution logistics. he is a chartered accountant with more than 25 years of experience in building companies across a broad spectrum of consumer industries, including alcohol and beverage, premium packaging, and novelty retail. also joining Evolution as senior director of licensing and brand compliance, kirsti tichenor will handle all product development approvals, creative services, and category licensing sales. tichenor previously worked as a premium buyer for u.S. Sales corp.
BEginagain
iriS SOLOmOn, vicE-prESiDEnt, SaLES
Beginagain hired toy industry veteran iris Solomon as its vice-president of sales. Solomon formerly served as director of sales for Swingset press of Los angeles, a company she co-founded in 1996. Solomon has also worked as an independent sales consultant and is one of the founders of the credit collective.
Lima Sky
Eric karp, chiEf LicEnSing OfficEr
Lima Sky appointed Eric karp as chief licensing officer. karp will work directly with founder igor pusenjak to develop a creative and cohesive ecosystem of products around Lima Sky’s properties. karp will begin by overseeing licensing of Doodle Jump in close collaboration with agent fremantlemedia Enterprises. karp, who has held senior posts at chorion, mgm, and fox family, most recently established the western hemisphere presence for mind candy Ltd., owners of moshi monsters.
JUNE 2012 TOYS & FAMILY ENTERTAINMENT 73
EVENTS OF
CALENDAR
Industry-Related Trade Shows JULY
12–15 26–28
AUGUST 18–22
Comic-Con International
comic-con.org
San Diego Convention Center
San Diego
New York International Gift Fair
nyigf.com
Jacob Javits Convention Center
New York City
OASIS Gift Show
SEPTEMBER
oasis.org
Phoenix Convention Center
Phoenix
28
TIME TO PLAY FALL SHOWCASE
TIMETOPLAYMAG.COM
THE ALTMAN BUILDING
NEW YORK CITY
1–4
G2E
globalgamingexpo.com
The Sands Expo & Convention Center
Las Vegas
6–7
MIPJunior
mipworld.com
OCTOBER 2–4 2–4
8–11
11–14
14–17
TIA Fall Toy Preview PB&J
MIPCOM
iHobby Expo
ABC Kids Expo
NOVEMBER 15–16
pbandjshow.com mipworld.com
ihobbyexpo.com
Dallas Market Center
Dallas
Palais des Festivals
Cannes, France
Dallas Market Center Palais des Festivals The I–X Center
theabcshow.com
Kentucky Exposition Center
Dallas
Cannes, France Cleveland
Louisville
Chicago Toy & Game Fair
chitag.com
tandgcon.com
Navy Pier
Chicago
2–5
Grand Strand Gift Show
grandstrandgiftshow.com
Myrtle Beach Convention Center
Myrtle Beach, S.C.
7–10
Hong Kong Toys & Games Fair
hktoyfair.com
Hong Kong Convention & Exhibition Centre
Hong Kong, China
toyfair.de
Nuremburg Exhibition Center
17–18
Toy & Game Inventor Conference
toyassociation.org
DECEMBER JANUARY
22–24
The Toy Fair
FEBRUARY 7–10
10–13
Spielwarenmesse International Toy Fair
American International Toy Fair
74 TOYS & FAMILY ENTERTAINMENT JUNE 2012
toyfair.co.uk
toyassociation.org
Navy Pier
Olympia Grand Hall
Jacob Javits Convention Center
Chicago
London, UK
Nuremburg, Germany
New York
Visit us at Licensing International Expo, booth #3768 Andrea Brent Vice President, Consumer Products Email: andrea.brent@fremantlemedia.com Tel: 818-748-1387
www.fmekids.com *4-15 year olds. Broadcast magazine May 2012
Untitled-1 1
5/21/2012 11:17:54 AM