Royaltie$, February 2010

FEBRUARY 2010 Volume 5, No. 2

FEATURES

22 Old Category, New Tricks:

Pet Licensing Stays Strong

by Paul Narula

28 Licensed Fashion Gains

Value from High-Quality Design and Low Prices

by Laurie Leahey

34 The Legend Continues

by Paul Narula

36 Licensed Toys in a Strained Economy

by Chris Adams

38 Toy Fair 2010

compiled by Laurie Leahey and Paul Narula

46 Film Preview compiled by Chris Adams ON

COVER: Campbell Associates brokered a deal for the ASPCA allowing Bergan Pet Products to manufacture a full line of branded pet products.

THE

COVER BY DESIGN EDGE

DEPARTMENTS

THIS PAGE (CLOCKWISE FROM THE TOP): Vo-Toys’ Jeepbranded Weekender Coat, WowWee’s Entenmann’s Donut Maker Play Set, Mattel’s Thomas & Friends Birthday Surprise Game, and Learning Curve’s Dinosaur Train InterAction Figure

ON

6 Observations & Opinions 8 The Ticker 12 Real Deal 16 Royaltie$ Marketplace: Major League Soccer 18 Essence of Style 20 Mavericks in the Market: Christina Miller 48 You’re Hired!

49 Royaltie$ Challenge 50 Calendar of Events 51 Endcap

www.aNbMedia.com PUBLISHED BY ANB MEDIA • Volume 3, Number 8

2

PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM

by Andy Krinner

THE BREAKOUT OF SOCIAL MEDIA 010 could be considered the

breakout year for social media as a viable public relations and mar-

keting medium. Until recently, PR and

advertising agencies were hesitant to

support this uncharted territory. It almost seemed too good to be true, especially when considering the costs are a fraction of traditional advertising such

as television. Need evidence to believe?

Look no further than the hit toy sensa-

tion Zhu Zhu Pets, which can be considered a classic case study for the value of social media marketing. For the first time that I can remember, the hottest

must-have toy of the year was not initially supported by television advertising. Instead, the products were promoted heavily to the top mommy bloggers.

Now manufacturers in all categories

are scrambling to get on board what many consider the most effective and

cost conscience way to advertise. Public relations firms realize that giveaways and contests to these bloggers

and life streamers are effective ways of creating a buzz.

The key is to be able to identify your

audience and target the most trafficked

network hubs. Here at aNb Media, we

have managed to create such a hub for toys and play. We have tapped into the

social media outlets through our web-

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ROYALTIE$ FEBRUARY 2010

site, www.TimetoPlayMag.com; our

press events, which now include the social media as well as traditional press; our WebTV show on MomTv.com; and our cable show on Resort & Residence

TV. TimetoPlayMag.com has become

the “go-to site” for moms to find everything “play” on the web. Not only do

we offer insight, information, and reviews of toys, but we also have family

movie reviews, guest bloggers, giveaways, and contests daily.

Moving forward, it is likely that adver-

tising agencies and PR firms will have to refine their approach by targeting individual category sites in the future. Consider-

ing the amount of attention that can be generated with a relatively small investment, social media marketing will continue to be a force to be reckoned with.

How does all this relate to licensing?

Well, it isn’t often that a successful licensed property evolves from a toy, but

word has it that there is a line of eager licensees trying to get on board the Zhu

ASSOCIATE PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ADVERTISING MANAGER AMY LAND AMY@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM ASSISTANT EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR PAUL NARULA PAUL@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTOR MATT NUCCIO MATT@DESIGNEDGE.NET HONG KONG REPRESENTATIVE TONY LEE SMART REGENT PRODUCTIONS LTD., 66–72 STANLEY STREET, ROOM 603, KAI TAK COMMERCIAL BUILDING, CENTRAL HONG KONG PHONE: 2815 0166 • FAX: 2815 6911 • SREGENT@NETVIGATOR.COM

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM

Zhu train because of the consumer

INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM

With a built-in audience like that, it’s a

229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727

frenzy for furry fun. I’ve even heard of a potential movie deal and why not?

natural course to take. The only linger-

ing question is will it have staying

power? Will it be more than a two-season sensation? Only time will tell.

ANB

MEDIA, INC.

ROYALTIE$ is published 12 times a year by aNb Media, Inc. Copyright 2010 aNb Media, Inc. 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. ROYALTIE$ is a registered trademark of aNb Media, Inc. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of ROYALTIE$ management.

A RECAP

OF

INDUSTRY HEADLINES

DISCOVERY AND HASBRO CREATE THE HUB Discovery Communications-Hasbro Joint Venture president and CEO Margaret Loesch announced that the network will be known as The Hub and will reach approximately 60 million homes on what is currently known as the Discovery Kids network.

Discovery and Hasbro share a 50/50 partnership in the venture. The Hub will incorporate Hasbro properties, including Transformers and My Little Pony, and Discovery Kids franchises such as Adventure Camp and Flight 29 Down as part of a diverse and robust lineup of original and acquired programming. The Hub’s online home, hubworld.com, will become an entertainment destination in its own right, offering kids access to video clips, interactive games, and community features that extend the experience of the network’s content.

THE LICENSING COMPANY PARTNERS WITH ICONIX BRAND GROUP

The Licensing Company (TLC) recently announced that it has partnered with Iconix Brand Group, Inc., (Iconix) for the formation of Iconix Europe. It has been formed to further develop and expand the Iconix portfolio of wholly owned brands throughout Europe.

There are currently 21 brands in the Iconix portfolio, which collectively generate close to $10 billion in annual retail sales.

The business model of Iconix Europe will mirror the Iconix strategy of signing traditional and direct-to-retail (DTR) licensing agreements for the Iconix portfolio of brands. There are 11 existing licensing agreements in the region.

TLC’s wholly owned offices in London, Paris, and Munich will provide the “back-bone” to Iconix Europe, which will allow the new venture to benefit from access to local market knowledge when dealing with retailers across Europe.

Iconix Europe marks the third international partnership for the company. Iconix also has partnerships with Silas Chou’s Novel Fashions in China, and with the Falic group in Latin America. Including the forthcoming office of Iconix Europe, Iconix has locally based personnel in New York, Hong Kong, Panama City, and London.

MEGA BRANDS INITIATES RECAPITALIZATION TRANSACTION

MEGA Brands, Inc., announced a recapitalization transaction where it noted the following key points: • Immediate balance sheet improvement through debt reduction moving from approximately $430 million to $131 million.

• Annual interest expenses to be reduced by more than 65 percent from an estimated $43 million in 2009 to approximately $13 million going forward excluding asset-based credit facility utilization.

• Business as usual for employees, suppliers, and customers, who will not be affected by the recapitalization transaction.

• Elimination of all financial covenants.

• Commitment of a $50 million asset-based facility, with an availability block of $5 million, from Wachovia Capital Finance Corporation (Central) and Wachovia Capital Finance Corporation (Canada).

• Improved cash flow and liquidity to fund operations and investment in innovation.

• Significant injection of new capital through a CDN$100 million bought deal financing led by GMP Securities and a $121 million private placement to Fairfax Financial Holdings Ltd., certain Trimark mutual funds, the company’s chairman, Victor Bertrand Sr.; its CEO, Marc Bertrand; and its CIO Vic Bertrand.

The new capital structure resulting from the recapitalization transaction creates financial stability for MEGA Brands and its stakeholders. It also provides a stronger financial base for the execution of the company’s operating strategy going forward with improved cash flow and liq-

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ROYALTIE$ FEBRUARY 2010

uidity from reduced interest expenses to fund operations and investment in innovation. Closing is expected to occur by the end of March.

The corporation’s suppliers, as well as its obligations to employees, are unaffected by the recapitalization transaction and will continue to be paid or satisfied in the ordinary course.

THQ,WWE, JAKKS REACH SETTLEMENT AGREEMENTS

THQ, Inc., World Wrestling Entertainment, Inc., and Jakks Pacific, Inc., recently announced that they have reached settlement agreements with respect to the WWE video game and toy licenses and the THQ/Jakks Pacific LLC joint venture.

Under the three-party settlement, all claims are withdrawn and all litigation ended among the parties without any party admitting any wrongdoing.

As part of the resolution of these matters, THQ will pay WWE $13.2 million. In addition, THQ has entered into a new eight-year video game license directly with WWE, which commenced January 1, 2010, which is three years longer than the renewal term under the previous arrangement between WWE and the THQ/Jakks Pacific LLC joint venture.

In addition to its preferred return payment to Jakks for the period ending December 31, 2009, THQ will pay Jakks Pacific $20 million over the next four years, with payments of $6 million due June 2010 and June 2011, and payments of $4 million due June 2012 and June 2013, and the THQ/Jakks Pacific LLC joint venture terminated effective December 31, 2009.

LIMA OPENS HONG KONG OFFICE

The International Licensing Industry Merchandisers’ Association (LIMA) announced the opening of its Hong Kong office. Seasoned licensing executive Tani Wong has been appointed managing director. The opening of LIMA Hong Kong brings the total number of LIMA offices to six. The other offices are located in New York City (which serves as the headquarters), London, Tokyo, Munich, and Shanghai.

Wong joins LIMA from Warner Bros. where she was sales director, Greater China, Southeast Asia, and India. Prior to joining Warner Bros. in 2002, Wong worked in marketing and category sales for Disney Consumer Products.

DRIP DROPS TO LAUNCH

TCKL, Inc., launches Drip Drops, a new preschool property based on a series of books featuring characters that teach children about color and nature. The Drip Drops brand includes books, animated entertainment, toys, and an interactive online environment. The mission of the drip drops is to color the world and, in doing so, teach children about color and nature with underlying messages of the importance of caring for one another.

The toy line that will complement the book series will include activity sets, plush, mini figures, and playsets. The line is expected to launch this fall.

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MARS RETAIL GROUP AND MULTIPLE LICENSEES

Mars Retail Group announced that four new licensees will produce a variety of items for the M&M’s characters. Advanced Graphics will be making wall clings. Current USA will be making a number of manufactured goods, from paper products to organizers and greeting cards. Pinnacle Designs will produce lapel pins, key chains, magnets, patches, ornaments, bookmarks, earrings, and pendants depicting colorful M&M’s characters. Santa’s Best will be manufacturing Christmas merchandise featuring the popular M&M’s characters.

SCHOLASTIC MEDIA AND AMERICAN FAMILY INSURANCE

Scholastic Media has announced that American Family Insurance is the first corporate sponsor to sign on in support of the new Clifford Be Big program. The new multiyear, fully integrated cause marketing program is about fostering “Big” ideas, such as sharing, playing fair, being respectful, and more. The program’s mission is to enact change in local communities and create resources for sharing “Big” ideas. Scholastic Media will continue to seek additional corporate sponsors for Be Big.

PARAMOUNT LICENSING AND MUSEUM REPLICAS

Museum Replicas has obtained the licensing rights for prop collectibles and specialty products featuring the Paramount Pictures film Braveheart. The first of the products from Museum Replicas is the Braveheart Tartan Collectible Sword, a full-sized replica of the weapons used in the film. Future products will include full-scale helmets, props, costumes, and other weapons, inspired by the characters and themes of the film.

COPCORP LICENSING AND IMC LICENSING

CopCorp Licensing has teamed up with IMC Licensing to secure food and beverage licensing opportunities for CopCorp’s entertainment properties It’s Happy Bunny and Ringling Bros. and Barnum & Bailey. The companies will be seeking partners for both brands in the appropriate food categories. They will be looking for partners in frozen novelties, confections, and beverages for It’s Happy Bunny and cotton candy, confections, peanuts, popcorn, funnel cake, and more for Ringling Bros.

BIG IDEA AND ENESCO

Enesco has announced an agreement with Big Idea, the company behind the VeggieTales property. Enesco will develop products in multiple categories and channels, utilizing its portfolio of brands such as Gund and Gregg Gift, to bring a number of new VeggieTales-branded products to the market. VeggieTales products from Enesco are expected to be on shelves this fall.

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BILTMORE AND VITA FOODS

Teaming up with Vita Foods, Biltmore is releasing a new line of salad dressings and marinades, inspired by food made at the Biltmore House and by the chefs at Biltmore. The line will feature interpretations of traditional favorites, such as Caesar, Italian Herb Vinaigrette, Honey Mustard, Orange Poppy Seed, Soy Ginger Marinade, and Apple Rosemary Marinade. Five of the six products in the line are made of natural ingredients and the line is certified kosher.

FREDERICK WARNE & CO. AND CHORION

Frederick Warne & Co., owner and guardian of the Beatrix Potter property and original publisher of the first Beatrix Potter little white books, has announced that it will team up with Chorion for a new animation project based on classic Beatrix Potter characters. This new project will develop the Beatrix Potter characters for a new audience and includes characters such as Peter Rabbit, Jemima Puddle-duck, Benjamin Bunny, and more. Frederick Warne will retain all publishing rights to the Beatrix Potter works.

THE TRUMP ORGANIZATION AND HANDS-ON MOBILE

The Trump brand comes to handhelds with the new Trump Tycoon game from HandsOn Mobile for the iPhone and the iPod touch. Trump Tycoon is a speculation game in which players find themselves working for Donald Trump. To keep the job, players need to impress Trump by amassing a fortune before the annual review. Trump will offer tips on buying and selling real estate in three markets—New York, Los Angeles, and Las Vegas. Players can interact with characters in the game by tapping the screen in the game’s full 3-D world.

AL AGNEW AND MHS LICENSING

MHS Licensing has signed on to represent wildlife and outdoor artist Al Agnew for licensing ventures. Agnew’s work has been featured in magazines such as Sporting Classics, In-Fisherman, Outdoor Life, Field & Stream, Fish and Game, and additional articles and periodicals. He has worked with Bass Pro Shops on catalog cover illustrations and been featured on television. MHS Licensing will be showcasing Agnew’s work at all upcoming trade shows this year.

DEBRA VALENCIA AND ENCHANTE ACCESSORIES

Debra Valencia has debuted the new Kyoto Stationery Collection. The Kyoto Stationery Collection is for the Sheffield Home brand by Enchante Accessories. The new line features Asian-inspired designs on the 10 new stationery items in the line, which is the beginning of a larger series of stationery items from Enchante. Debra Valencia is the featured licensed artist for Enchante Accessories and the Sheffield Home brand.

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MAJOR LEAGUE SOCCER

F

by Paul Narula

or the majority of the world, football (or, as Americans know it, soccer) is the sport of champions. From the UK to South America, events such as the FIFA World Cup cause more excitement than the World Series and Super Bowl combined. Yet most Americans remained mostly ignorant of the sport. However, that is no longer the case. In recent years, American consumers have rapidly become more familiar with the sport the rest of the world has been obsessed with for decades.There are many reasons for this: the popularity of soccer for kids—especially girls living in the U.S; the influx of immigrants who bring their love of the sport here; and changes in technology making the world a smaller place as everyone is on the internet. Even Hollywood has gotten on board with films The Philip F. Anschutz Cup such as Bend it Like Beckham. But perhaps one of the largest changes for American soccer was the creation of Major League Soccer (MLS) in 1994.

For 15 years, the MLS has been supporting the growth of the sport in America. It has been an uphill struggle in many cases, but the MLS has had remarkable success in increasing the country’s focus on soccer. Since the league’s inception, the American team has made five appearances at the FIFA World Cup. The league has 15 teams from around the country, from cities such as Seattle, Los Angeles, San Jose, Salt Lake City, and Dallas, as well as Canadian teams from Toronto and Vancouver.

The league signed an eight-year agreement with ESPN and ABC for airtime. Eight soccer-specific stadiums have been built by cities hosting their own teams.

In the wake of all this success, the MLS has built up a significant licensing program to further expose its teams and players to the American consumer. The MLS licensing program capitalizes both on the star players of each team as well as the logos and mascots of each team. The league has established licensing programs in apparel with major Spark, mascot of the licensees such as adidas, sports equipment with companies such as Franklin Chicago Fire Sports and Accessory Brands, and novelty items such as bedroom accessories, trading cards, pennants, wall graphics, figurines, and more. With more than 30 licensees already on board, it’s clear that the MLS isn’t going to stop scoring licensing points for a long time.

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Fast Facts ° According to the MLS, there are currently more than 65 million soccer fans in the United States.

° Philadelphia is the newest team in the MLS, debuting this year. Vancouver and Portland will join the league in 2011.

° The MLS’ official sponsors include adidas, Aquafina, Budweiser, Gatorade, Kraft, Visa, Panasonic, and more.

° The MLS has appeared in a number of recent and upcoming films, such as I Love You Man, Night at the Museum II, and Knowing, as well as television shows such as The Bill Engvall Show.

° The Philip F. Anschutz Cup, the trophy for the team that wins the MLS Cup, is made by Tiffany & Co.

ZUNE

DAZADI/HARVIL

MLS fans can now purchase the Zune, an electronic media player from Microsoft, bearing the emblems and name of their favorite MLS team. The device can also be purchased with just the MLS logo.

The Harvil division of Dazadi, Inc., has produced four foosball tables using the MLS brand. The Harvil MLS Striker (shown) features the MLS logo and multiple team logos.

EA SPORTS

Along with various professional soccer organizations worldwide, the MLS and its players were licensed to appear in the FIFA Soccer 10 video game from EA Sports.

STAY CHILLED

Stay Chilled has created a full line of “coozies� for MLS. These bottle covers keep drinks cool and are designed to look like team jerseys.

SEATTLE

CHOCOLATE

Seattle Chocolate has produced a line of chocolate bars featuring the Seattle MLS team, the Seattle Sounders. The company has signed on to create a line of chocolate bars featuring 14 other MLS Teams.

SPORTY K9

Sporty K9 will be producing a new line of pet accessories for the MLS. The line will include leashes, collars, and pet apparel.

ROYALTIE$ FEBRUARY 2010

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Sleepwear for the Strange

Gator Group, global licensing agent for Emily the Strange, brokered a new licensing agreement between Emily the Strange creators Cosmic Debris Etc., Inc., and sleepwear manufacturer MjC International Group LLC. The partnership includes a complete range of Emily the Strange sleepwear, loungewear, and underwear shipping to select retailers this year. The Emily the Strange sleepwear items will incorporate the edgy, smart attitude for which the brand is known.

New Ben 10 Designs for NBA

Cartoon Network Enterprises and the National Basketball Association (NBA) announced a renewal and expansion of the cobranding partnership between the NBA and Ben 10 Alien Force.

The deal extension, which covers the 2009–10 NBA season, builds on the launch of a co-branded youth apparel line from Outerstuff. New designs integrating Ben 10 Alien Force characters with NBA league and team logos and mascots will be created for the apparel line, which includes long- and short-sleeved Tshirts, sweatshirts, and hoodies. The new product will debut at the NBAAll-Star 2010 game in Dallas this month.

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Mickey Mouse Gets Sporty

Disney and adidas combined adidas Kids performance products with classic Disney characters for a line of infant and children’s footwear, apparel, and accessories. The line will be available in adidas Sport Performance Stores and sports retailers globally. The line features traditional adidas apparel silhouettes with pocket details and rubber Mickey Mouse badges on T-shirts and pants, while hoodies are complemented by iconic Mickey Mouse-shaped zippers. Boys’ shirts feature Mickey, while Minnie Mouse is the key character on girls’ apparel. Accessories include matching bags, caps, and cotton socks. Footwear highlights include the Disney StreetRun trainer in diva rose and metallic silver for girls and teal and white for boys. The colorful shoe sole leaves a Disney-themed adidas footprint.

Big Tent Debuts Domo Ts

Big Tent Entertainment, which announced earlier this year that it was consolidating its T-shirt licensing business with Fifth Sun for pop culture sensation Domo, will be rolling out its first T-shirt designs in Q1. The T-shirts, for juniors, girls, young men, and boys, will be available in North America and Canada.

DoraTradeAd_Royalties.indd 1

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Christina Miller Atlanta, Georgia

CHRISTINA MILLER, TURNER MEDIA GROUP

by Paul Narula

hristina Miller started her career with Gullane Entertainment as it was working to launch a thenunknown brand called Thomas the Tank Engine. While Thomas the Tank Engine has grown into a major brand in children’s licensing, Christina Miller has come a long way in her career as well, currently holding the dual position of senior vice-president of Turner Sports strategy/marketing/programming and Cartoon Network Enterprises.

Miller’s time with Gullane saw her rise to the position of vice-president of licensing for the Americas prior to the company’s purchase by HIT Entertainment in 2002. “When I started, Gullane was a small company and Thomas was the lion’s share of what it had,” says Miller. “I grew to know and love Thomas and care for him.”

When Gullane was acquired by HIT, Miller stayed on to continue working on the Thomas brand. She rose to the position of senior vice-president of licensing and brand strategy before leaving in 2006 when private equity firm Apax Partners acquired HIT. Miller notes that there were a number of reasons for her decision to leave HIT and the Thomas brand she had worked on for eight years to join Cartoon Network as vice-president of U.S. consumer products, but much of her decision was based on the opportunities

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(404) 885–4101

Brands Represented: Bakugan, Ben 10, PGA, and other Cartoon Network and Turner Sports properties.

available to build new brands. “I realized that I enjoyed building brands and Cartoon Network represented an opportunity to Christina Miller, senior build the division from the vice-president of Turner Sports Strategy/Marketing/Programming ground up,” says Miller. Since and Cartoon Network Enterprises taking a position with Cartoon Network, Miller ple she has worked with. “If you want to has helped build the company’s succeed, you need a full team of the best consumer products busi- and the brightest that are all pushing in the ness into a major force in same direction,” she says. Miller attributes the licensing industry. She many of her successes to the people she oversaw the launch of the Ben 10 has worked with, both internally and exterconsumer products brand, which nally, at every stage of her career. now spans almost every youth category.

This year is shaping up to be a good Her direction made Cartoon Network the year for Miller. Not only are there new licensing agent for Bakugan. programs coming up for Ben 10, Throughout her experience at Bakugan, and other Cartoon building brands, Miller has Network brands, but her new found that the most important position with Turner Sports and part of getting a fledgling brand Cartoon Network Enterprises off the ground is understanding has given her additional respon“what you aspire to be in the sibilities, including managing consumer’s mind.” According Turner Sports’ relationships to Miller, there are three things with its league partners and every brand manager needs to marketing and programming know: “You have to know what Ben 10 and Bakugan are just strategies. Miller is determined you want to be when you grow two examples of successful to keep pushing the envelope up, why you want to matter, properties crafted by Miller and take all of her projects to a and her team. and how you’re going to get new level. “We do not live in a there,” she says. Once these steps are accom- safe zone,” she says. “We’re always pushplished, a brand is on its way to success. ing, finding out how to stay relevant. It’s But for Miller, the make-or-break factor more exciting and you get to a stronger in her licensing ventures has been the peo- destination because of it.”

strength

stability

community

the Mars Brand family The Mars Retail Group looks forward to another exciting year of successful partnerships.

For 99 years, the quality of our products and the strength of our brands has only been surpassed by the joy we bring to the families we serve.

Ž/TM trademarks ŠMars, Incorporated 2010

T

OLD CATEGORY, NEW TRICKS: PET LICENSING STAYS STRONG

by Paul Narula

hey’re hairy, sloppy, eat a lot, poop in unfortunate places, and require an enormous amount of effort, investment, and care. But year after year, consumers spend billions of dollars around the world to care for them and bring them into their homes.

We are talking, of course, about pets.

Whether a dog, a cat, or any other domesticated animal, pets have been a part of the American lifestyle for centuries. Today, the pet industry is one of the biggest there is. Naturally, the success of the category has attracted a number of licensors. Ranging from non-profit organizations to entertainment brands, licenses abound in the world of pet products and are a major part of the Global Pet Expo, the largest pet-oriented trade show in the U.S. Despite the economic turbulence in the country, licensing in the pet category has continued to prosper.

Who’s Buyin g?

Many licensing categories have taken a hit or two in the wake of the recession, but the pet category has proven surprisingly resilient.

Consumers have proven remarkably willing to continue spending money on their pets. Most licensees attribute this to the fact that many pets are considered members of the family rather than just animals attached to the household. Pet owners are not going to stop buying products for their pets any more than parents would stop buying products for their children. “Just like with children, nobody wants to do anything but the best possible thing for their pets,” says Phoebe Campbell, principal and founder of Campbell Associates, which represents the nonprofit organization the ASPCA for licensing. In

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fact, a few licensing programs, including the ASPCA’s own program, rolled out during the recession and have continued to do well.

Most licensees agree that the majority of their consumers are women from the ages of 20–50. Women in this category are more likely to treat their pets as family members. In addition, women do the bulk of shopping for the family and are the ones most exposed to pet brands such as Pedigree and Purina, and thus are more likely to trust the brands when shopping outside the category. For other brands, such as Pet Head (a brand made by Skaffles, based on the Bedhead/TIGI line of cosmetics), the reasoning is simpler—women are the ones who have used the core product and are more likely to want cosmetics for their pets. “Even with the market crash, we haven’t seen any slowdown at all since our initial launch,” says Steven Shweky, partner at Skaffles.

Wh a t’s Se lli ng?

Some of the most successful licenses in recent times have been those that pet owners associate with authenticity and authority. 4Kids Entertainment represents the American Kennel Club (AKC) and the Cat Fanciers’ Association (CFA), both organizations with a long-standing reputation for authority and for knowing the best way to care for pets. As a result, many of the licensing programs for these brands are linked with taking care of a pet’s health, such as the new Petlabs line of multivitamins for adult dogs. “Consumers will still pay a premium for certain things,” says Alyssa Tucker, senior vicepresident of sales at 4Kids Entertainment.

“They know that the organization wouldn’t put

The ASPCA signed Bergan Pet Products for a full line of branded products.

its name on an inferior product.”

The ASPCA has a similar type of authority in the pet category. The organization’s mission is well thought of by consumers, especially pet owners. Buying an ASPCA product is a way of donating when the economy makes every penny spent an investment. Much of the ASPCA line has also rolled out at Walmart and the organization has avoided investing in bigticket items to create a line of affordable pet care items. “Buying an ASPCA item is like a double punch,” says Campbell Associates’ Campbell. “You know you’re taking the best care of your pet and that you’re helping care for the needs of other animals out there.”

Brands like the ASPCA, AKC, and CFA benefit from the extra visibility that branding gives them. All of these organizations are nonprofits, which means that the extra revenue generated by licensing is nothing to sneeze at.

But more importantly, licensing gives these

organizations a way to get their message out without having to dip into funds for the organization’s primary purpose.

Beyond the strong showing of nonprofit brands in this sector, a number of brands that have their roots in pet necessities have been making headway in the marketplace. Most recently, pet food brands Purina and Pedigree have ventured into the licensing arena. “Mars is the largest producer of pet food in the world and we saw an untapped opportunity,” says John Capizzi, general manager of licensing, Mars Retail Group. The Mars Retail Group has entered into an agreement with Olivine Marketing International as the major licensee for all of its pet brands, which includes Pedigree, Whiskas, and more. Meanwhile, Purina, a part of the Nestlé Purina PetCare group of brands, has signed on with Bow-Wow Pet, oneCare, and Ethical Products. Both of these companies have already established a trust with consumers with their core products, so expanding to new categories seems natural.

“Not only does the pet category add another touch point within the household, but the consumer interacts with the product in a family setting, deepening the emotional connection to the brand,” says Deanna Caceres Cahn, vice-president of brand management at The Beanstalk Group, which manages the Purina brand.

P art of a L ifes tyle

However, that’s not to say that other types of brands are completely out of the loop. NASCAR and Jeep both continue to have strong pet programs, thanks to their established positions as

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The Bi g Sh o w

2009 Global Pet Expo

lifestyle brands. A brand that applies to a pet owner’s lifestyle will apply to their pet as well.

“Every major category has NASCAR fans,” says Tom Sullivan, manager of business relations at NASCAR. “We have a huge margin of overlap with pet ownership.” While these lifestyle brands lack the authority of pet-oriented brands in the category, they have a different connection with the consumer. NASCAR capitalizes on the overlap by focusing its line on some of its most famous drivers and personalities. Jeep (managed by The Joester Loria Group) has capitalized on its reputation for toughness and dependability to give consumers licensed products that are focused on the same qualities.

Other brands, like Paws, Inc.’s Garfield, have found new avenues for the brand and characters. While Garfield already has a strong licensing program across multiple fronts, this year the brand has been expanded to work with companies such as Smart Practice, which will market Garfield-branded reminder cards to veterinarians. “We are always looking for new relationships,” says Cliff Hackney, director of sales at Paws, Inc.

This year’s Global Pet Expo, which will take place next month on March 25– 27 in Orlando, Fla., promises to be a major event. While trade show attendance has been down across many industries, the Global Pet Expo has remained resilient. “We’ve actually outperformed a number of other industries,” says Andrew Darmohraj, vice-president and deputy managing director at the American Pet Products Association (APPA). “We were only down by three percent in square feet from 2008 to 2009 and we’re seeing very strong numbers coming up for 2010.”

Based on the state of the category and the way the show has been shaping up, Darmohraj is looking forward both to this year’s show and the further development of the category. “Pets are members of the family,” he says. “I haven’t stopped spending money on my dog and I’m not planning on treating him any differently.”

Darmohraj also mentioned that the industry is beginning to see more consolidations, with larger companies once again seeking to buy smaller companies to increase their market share. A number of licensors echoed that plan, as well as their own wishes to stay focused on a smaller number of licensees while fostering more complete programs.

With the continued growth of the category and new licensors and licensees entering the category every year, the pet category has proven that consumers will continue to spend money even during tumultuous economic times. The category is ready for its next trick— which most assuredly will not be “play dead.”

PET PRODUCTS

by Paul Narula

It doesn’t matter if you’re a dog person, a cat person, or a frog person—pets need their owners to provide for them and give them what they need to survive and be happy. Every year, pet owners continue to spend more money on their pets, even during times of economic difficulty. Licensing has been a part of the pet product industry for some time now and as the category continues to grow, so do the licensing opportunities. Here are a few examples of some of the latest licensing deals that attendees may see at the upcoming Global Pet Expo.

AMERICAN KENNEL CLUB

Teaming up with pet-care product manufacturer Petlabs, the American Kennel Club (AKC) has signed a deal to produce a wide variety of vitamins and supplements for adult dogs. The product line will include both multi-vitamins for older dogs as well as specific treatments and nutritional supplements for problems that older dogs (especially registered breeds) can develop, such as hip and joint problems, arthritis, and more.

JEEP

MARS RETAIL GROUP

The Mars Retail Group has signed Olivine International as the licensee for all of the Mars pet brands, including Pedigree, Whiskas, and Caesar. Olivine will be producing a wide variety of products that, as of press time, are still in the final stages of development. The products will be unveiled at the Global Pet Expo in March.

Vo-Toys has signed on to develop a large line of Jeep-branded products.

The Weekender Coat (shown here) is a new nylon coat that keeps water off a dog’s back in the outdoors. Vo-Toys will also be producing vinyl toys, doggie backpacks, doggie carriers, pet harnesses, seat covers, and more.

BED HEAD/TIGI

Skaffles will continue to expand its line of canine cosmetics for the Bed Head/TIGI pet brand Pet Head. The new Color Me Bad line of temporary hair color comes in four colors and is safe and non-toxic for all dogs.

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PURINA

Purina has entered the licensing world with a number of new licensed products for 2010. Bow Wow Pets will be producing a full line of pet beds for pets of all sizes. The beds will be designed to be stylish and in line with modern fashions and trends. Additional licensees include oneCare for waste management products and grooming tools, as well as Ethical Products for plush and molded toys.

NASCAR

Hunter is the primary licensee for the NASCAR brand in the pet products category. NASCAR has licensed Hunter to produce a wide variety of products for the brand, featuring iconic brand imagery of cars and drivers, as well as the NASCAR logo. Hunter produces pet apparel, pet care, feeding, and additional pet accessories and necessities.

ASPCA

Through Campbell Licensing, the ASPCA’s licensing agent, the non-profit organization has signed a deal with Ginsey to produce a line of products to help “pet parents” take care of and groom their pets. Products include a kneeling mat (below) for bath times, as well as wash mitts (above).

PAWS, INC.

Paws, Inc., has signed a number of new deals for the Garfield brand, featuring the characters from the Garfield comic strip by Jim Davis. Garfield and Odie will be a part of the marketing campaign for Fizzion, a cleaning product from Kegel.

Fizzion, based on Kegel’s product of the same name used in other cleaning tasks, is designed to neutralize odors and germs left when a pet has an accident, as well as removing the stain left behind.

ROYALTIE$ FEBRUARY 2010

27

I

LICENSED FASHION GAINS VALUE FROM HIGH-QUALITY DESIGN AND LOW PRICES

by Laurie Leahey n the world of fashion, it’s always about the next big trend. But sometimes, the next big trend isn’t new at all. “This year has been an odd one. Everybody’s very careful,” says Vered Nisim, vice-president of marketing for JH Design Group. “They’d rather go with what they know from previous years as opposed to something new. It’s been difficult to latch onto what’s new because people have really feared the new.”

That’s not to say that fashion has become stale and boring—just another logo on a Tshirt. It simply means that, in terms of fashion licensing, everyone is finding new ways of refreshing what already works. “You have to be a little more creative to make your deals and find the stronger companies to represent your brands to make sure that you’re standing strong,” says Judi Seidman, president of InGroup Licensing. “The business has changed in the past two to three years because of the economy. Everybody reorganized moving forward.”

Thanks to the economy, one of the trends most people are still talking about is fashion combined with value. “It’s got to be designed right and priced right,” says Ed Casey, vice-president of Stone America Licensing. “People are migrating toward brands that exist in the mid-tier and they are looking for value for their fashion dollar. If it doesn’t have fashion, it won’t sell

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For The Henry Ford, a national historic landmark in Deerborn, Mich., licensee Bell Ranger interpreted photographs from The Henry Ford’s archives into T-shirts, giving the shirts an authentic feel.

MODA International is The Henry Ford’s licensing agent.

no matter what the price is.”

But price alone does not determine value.

Consumers might find a licensed apparel product valuable if it strikes an emotional chord while appealing to their sense of fashion.

Because of this, it’s important for brands to work with licensees that not only understand fashion, but that also understand the brand and can seamlessly work it into apparel. “We challenge the licensees to really look for the unique design cues that can be taken from the core brand to make the licensed product authentic,” says Lisa Reiner, senior vice-president, brand management, The Beanstalk Group. “That can come in the form of a color, shape, or hardware detail.” For brands such as Vespa and Ford, licensees often interpret these “hard” items into rivets on jeans or a unique zipper pull. Consumers can tell when licensed apparel isn’t true to the brand. If the licensed apparel eliminates the emotional connecJEM Sportswear and Awake produce Twilight-inspired apparel.

tion a consumer has with the core brand, the consumer will likely pass over that branded product for another brand.

Merging fashion with value gets a little easier when the brand itself is a fashion brand. The trend of high-end fashion designers partnering with mid-tier and mass-market retailers has expanded over the past year.

Miley Cyrus and Max Azria partnered with Walmart, Jimmy Choo partnered with H&M, and Stella McCartney did babyGap and GapKids lines for Gap. “Collaborations are a way for us to introduce our customers to designers they might not have access to,” says Kimberly Terry, senior manager of engagement marketing and public relations for Gap. Up until the end of January, consumers without the monetary means to purchase a Rodarte dress could pop over to Target for something more affordable from the fashion label but with the same fashion sensibilities as its high-end counterpart.

Joshua Thomas, Target spokesperson, says that the goal of Target’s GO International program “is to create an assortment that offers cutting-edge, inspired choices at costs lower than traditional designer prices.” That

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philosophy applies to any type of apparel— M&M’s T-shirts are packaged in M&M’s sive show is also a time for licensors to sign shoes, jackets, dresses, T-shirts. candy bags. “There are different ways to cre- new licensees or partner with new manufacYes, T-shirts. While a legitimate catego- ate buzz about a T-shirt and not have it be turers. “It sets the stage to debut and promote ry for many successful brands and proper- your average, simple T-shirt,” she says. the new collections into the fashion industies, the fashion licensing industry knows Another way is to diversify a licensed try,” says The Beanstalk Group’s Reiner. that slapping a logo onto a simple T-shirt apparel collection, offering more than just T- “You’re getting direct retail feedback from and calling it a day no longer works—at shirts and, therefore, more options than the around the world and it represents part of the least not to attract anyone outside of the competition. “Licensing strategies that target largest retail buying power in the U.S.” core consumer base. The whole This year, MAGIC will be held on point of licensing is to expand the two campuses: The Las Vegas brand and reach additional conConvention Center for women’s wear sumers who might not have given and Mandalay Bay Convention Center the brand much thought in its core for men’s wear. Alongside the women’s form. One consumer might like a campus will be FN Platform, a new licensed T-shirt because he is a fan comprehensive footwear event for of the core brand, while another men’s, women’s, and kids’ shoes, and consumer might like the T-shirt POOLTRADESHOW, a destination for because of the cool design. So emerging art and design-driven brands. many licensees produce T-shirts These changes were put into place in these days that it’s important to creorder to create a more streamlined and ate something that stands out and convenient show experience. aesthetically appeals to consumers.

Even as MAGIC and fashion Mighty Fine, known for its fashtrends may change, one aspect of ion-forward T-shirts, takes inspirafashion licensing will not—innovaFord-licensed T-shirts from licensee C-Life are sold at Old Navy stores. The tion from what consumers are weartion. Finding new ways to make highBeanstalk Group is the licensing agent for Ford. ing on the street, then applies those quality, fashionable apparel at the trends to its licenses. “We treat everything apparel collections require licensees that right price helps brands stand out in a satulike it’s artwork,” says Sara Scargall, market- develop and sell collections and the avoid- rated marketplace. “It’s incumbent on all of ing director, Mighty Fine. “We take all of our ance of augmenting such programs with T- the licensees and brand owners to come up licenses and combine them with what’s going shirt licensees,” says Debra Joester, president with innovative ways of presenting product on and what’s trending and put them in fash- of The Joester Loria Group. to the consumer that won’t easily be replication bodies and the right treatment and create At MAGIC Marketplace, February 16–18 ed,” says Sharon Summer, senior vice-presione-of-a-kind [apparel].” in Las Vegas, the fashion licensing industry dent, MODA International. “If you have a Even unique packaging can make a T-shirt will be able to see the newest licensed appar- product that really is new and can attract a stand out among others. JH Design Group’s el collections and get up to date on new fash- consumer’s attention, you really can break Nisim says that its Coca-Cola T-shirts come ion trends. Bringing everyone from the fash- through the clutter because there are a lot of packaged in Coca-Cola bottles or cans and its ion industry under one roof, this comprehen- brands out there and not a lot of shelf space.”

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MAGIC

by Laurie Leahey

Fashion licensing encompasses more than just a logo-slapped T-shirt. Consumers want the latest fashion trends from their favorite brands or designers at prices they can afford. Below are examples of the latest licensed apparel and accessories.

MIGHTY FINE

Mighty Fine will produce T-shirts featuring the artwork of the late artist Keith Haring.

FARM BOY/ GIRL

JH DESIGN GROUP

JH Design Group recently began producing jackets and T-shirts for Mattel’s Hot Wheels brand.

THE JOESTER LORIA GROUP

The Joester Loria Group continues to expand its Pepsi, Mountain Dew, and Amp apparel programs. Shown is an Amp T-shirt from Trau & Loevner.

Farm Boy & Farm Girl Brands is seeking licensing partners for shoes and boots.

THE BEANSTALK GROUP

The Beanstalk Group partnered with Philip Simon Footwear Group for bags and shoes that feature the U.S. Army brand.

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JEM SPORTSWEAR/ AWAKE

JEM Sportswear and its high-end women’s division Awake produced a line of T-shirts, sweatshirts, and fashion tops based on the film Avatar. JEM created the tops for young men and older boys, while Awake designed the clothing for juniors.

COPCORP

Jerry Leigh will produce a new It’s Happy Bunny Tshirt featuring the It’s Happy Bunny Candy theme. It’s Happy Bunny is represented

by CopCorp.

MODA INTERNATIONAL

Working with licensee Bell Ranger, MODA’s The Henry Ford brand is being licensed for T-shirts, tunics, tote bags, and pajamas.

Bell Ranger uses photographs from The Henry Ford archives on the licensed product.

STONE AMERICA

Gennco recently signed on to produce fashion accessories, including watches and timepieces, for Stone America’s Paris Blues denim brand.

INGROUP LICENSING

For the Kersh fashion brand, InGroup Licensing signed Nader Noghrehkar of Luxelite LLC to produce a variety of bags and leather goods.

DISNEY CONSUMER PRODUCTS

To support its upcoming film Alice In Wonderland, Disney Consumer Products partnered with jewelry designer Tom Binns for two jewelry collections influenced by key characters, including Alice, the Mad Hatter, the Red Queen, the White queen, and the White Rabbit. The Tom Binns for Walt Disney Signature line will offer a limited-edition collection of six jewelry pieces. Tom Binns for Disney Couture is a collection of 35 pieces featuring Binns’ design in collaboration with Lucas Design International.

ROYALTIE$ FEBRUARY 2010

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O

THE LEGEND CONTINUES

n May 21, 1980, millions of moviegoers poured into theaters to see the continuation of a saga that began in 1977—a saga set long ago, in a galaxy far, far away. The Empire Strikes Back was the second film in George Lucas’ Star Wars saga, which has remained a force in the licensing community since the release of the original Star Wars movie. This year, The Empire Strikes Back will have its 30th anniversary and Lucasfilm will be celebrating this anniversary in style, as it did three years ago for the 30th anniversary of Star Wars.

The anniversary celebrations for The Empire Strikes Back will last throughout this year. “We learned with the Star Wars 30th anniversary three years ago that it’s a real rallying point for fans,” says Howard Roffman, president of Lucas Licensing. “It’s not something that you want to just pick a day and do something that day.” Lucasfilm will host multiple The Empire Strikes Back events all year, including what Roffman describes as “the climax” in August, Star Wars Celebration Five, which will gather more than 30,000 fans in Orlando, Fla., for a weekend of exhibitions and celebrities. In addition, the company will be highlighting The Empire Strikes Back during its Star Wars Weekends program with Disneyland in May and June.

Lucas Licensing has new licensing deals in place to celebrate this major milestone in Star Wars history. Hasbro and LEGO, both major licensees for the Star Wars brand, will be releasing new products for The Empire Strikes Back. The company has also signed a major deal with adidas for Star Wars-themed sneakers and footwear. “Star Wars is clearly one of the biggest collections we have for this year,” says Ben Pruess, adidas vice-president of product marketing.

Star Wars has remained a strong licensing property for three-plus decades not simply because of the second trilogy (episodes I–III), but because Lucasfilm has continued to build on the brand with additional content, such as video games and the animated The Clone Wars television series, which has been one of the brand’s major drivers since its first season in 2008 on Cartoon Network. Many of today’s Star Wars fans were probably not even born when the initial films were in the theaters.

This gives licensees the opportunity to appeal to older fans of the brand, as well as to a newer and younger audience. “What we really want to do is target the adult fan, who grew up with The Empire Strikes Back, as

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by Paul Narula

Moviegoers saw Yoda for the first time in 1980.

The Clone Wars animated television series is the brand’s major driver for new fans.

well as kids of today,” says Derryl Depriest, vicepresident of marketing for Star Wars at Hasbro. “So our line really covers a little bit of everything to hit both of those emotional touch points.”

Even though Lucasfilm has geared up for a major celebration this year, the company is still keeping its eye toward the future. Work has already begun on the fourth season of the CGI-animated The Clone Wars series. The company is planning another animated series and a live-action television series for the brand as well. While this year’s anniversary will be a major event for all fans, Lucasfilm realizes that the younger generation of fans will still be looking for something new. “A kid today wasn’t around for the first three movies,” says Roffman. “We have to keep pushing the envelope, and now we have the resources to do it. The future is looking bright for Star Wars.”

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TOY FAIR 2010

Licensed Toys in a Strained Economy

by Chris Adams

he fourth quarter of 2009 turned out

levels remain as low as they were in 2009 or

and fledgling properties were allowed time to

was little cause for optimism, any good news

“Until we see continued growth and eco-

launching on a network in September, I would

better than many expected at retail.

During a few-year stretch where there

now seems like great news. However, this good news is tinged by just how low people’s expectations were for the fourth quarter of 2009.

As the greater toy industry, and much of

the licensing industry, converges on New

York City’s Jacob Javits Center for Toy Fair 2010, everyone is trying to make heads or tails of the marketplace. Attendees will cer-

tainly be looking at the bright spots of fourth quarter 2009 to see what worked and what didn’t. One area that did see some room for positivity was licensed toys.

“According to November reports from

NPD, licensed infant and preschool toy sales

have grown slightly while sales of nonlicensed toys in the same category have declined seven percent,” notes Gina Sirard,

vice-president, marketing at Fisher-Price.

“This speaks significantly to the power of licensed brands.”

Even though the licensed toy arena does

offer a bright spot, many of the issues that have been influencing the toy industry con-

tinue. A major issue affecting manufacturers and retailers alike are low inventory levels.

Some manufacturers had difficulty shipping

an adequate amount of product in the fourth quarter, leaving some retailers in the lurch.

What remains to be seen is how inventory

levels will play out in 2010. Will inventory

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ROYALTIE$ FEBRUARY 2010

will retailers with low inventory look to bolster their toy stock?

nomic indicators that show we will sustain this

growth beyond the fourth quarter of 2009, it will be difficult for retailers to buy heavily

beyond their basic needs,” says Joy Tashjian, president of Joy Tashjian Marketing Group.

“That does hurt new licenses.”

The risk-averse nature of manufacturers

throughout 2009 has clearly had an effect on

the amount of licensed children’s products that hit retail shelves.

“A very soft year in children’s licensing in

apparel and related categories, cuts in toy departments at key retail accounts, and ongo-

ing concerns over the economy lead to a very

conservative posture amongst manufacturers,” says Debra Joester, president of The Joester Loria Group. “More than ever, manufacturers are seeking retail commitments prior to making significant licensing commitments.”

And, it isn’t just the manufacturers that

have taken a risk-averse posture in regard to children’s properties.

“It has always been an ‘A’ brand world,

but last year retailers and licensees were looking for the ‘A’ properties of the ‘A’ prop-

erties,” says Larry Seidman, CEO of

Dimensional Branding Group. “It not only has to be a great brand, but the best brand.”

This hasn’t always been the case. There

was a time when the bar of entry was lower

incubate on store shelves.

“Ten years ago, if I told you that a show was

already have a number of categories sold,” says

Tashjian. “Now, it takes a history of ratings and

success, and a multi-tiered media program to support the property. Simply saying you have a show on television is not enough.”

So where are the opportunities for new

properties? Licensors are looking for new chan-

nels of distribution to get their properties out there to earn the proven track record necessary

for greater retail distribution. One area that is

emerging as a great opportunity for properties new and old alike is the iPhone app market.

While it is safe to say that most young

children don’t have iPhones, that’s not the point. Much the same way that a parent would use a small game or toy to occupy

their child, today’s parents are handing over their iPhones, which contain child-focused apps and videos, to their child.

Regardless of the amount of properties that

will get their shot on toy and children’s enter-

tainment “shelves” in the future, there will always be a place for licensing. “The emotion-

al connection kids feel toward their favorite characters enhances the products’ play value

while providing a comfort level for parents’ budgets,” says Fisher-Price’s Sirard. “Parents

feel more confident that their children will play

and connect with licensed toys, making them a purchase well worth the investment.”

TOY FAIR 2010

COMPILED BY LAURIE LEAHEY

& PAUL NARULA

Welcome to Toy Fair 2010. The following pages represent just a small sampling of what will be on display at this year’s show in New York City’s Jacob Javits Convention Center.

FISHER-PRICE Fisher-Price’s Dora’s All Seasons Dollhouse is full of surprises with magic windows that show all four seasons. Seasons and times of day show through the windows and the content in the house changes accordingly. Girls can press the speech button to hear phrases in English and Spanish that correspond to the different seasons and times of day, and they can press the scroll button to change scenes on the magic windows. The dollhouse includes Dora, a couch, and four AA batteries. It is for ages 3 and up.

UNCLE MILTON Uncle Milton Industries adds new fun and educational toys to its Star Wars Science line. Highlights from the line include the Star Wars Science: Remote Controlled Lightsaber Room Light. Kids can construct their own Jedi lightsaber and mount their creation on the wall as a room light. Eight color effects let kids personalize their lightsaber, and a wireless remote control turns the light on and off. During construction, kids learn about electronics that make a lightsaber work. It is for ages 6 and up.

SCHOLASTIC MEDIA For Scholastic Media’s Wordgirl, Briarpatch will launch new board games, puzzles, and card games and Scholastic will continue to publish books. In the WordGirl Worrrd Up! game, players must be the first to find and match lowercase letter tiles to the uppercase letters on the word cards. Place the letter tiles on stacking discs to build the word tower higher and higher.

MATTEL With the Thomas & Friends Birthday Surprise Game, preschoolers help Thomas and his engine friends deliver birthday treats to the party. Players select their favorite engine piece to race around the Island of Sodor, matching the most party favors. The first player to go all the way around the track and deliver the treats wins. The game is for ages 3 and up.

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CEACO Celebrity Superstars, a 550-piece puzzle series, consists of three separate puzzles. There is one for Michael Jackson, one for Elvis Presley, and one for The Beatles (shown). The artwork for these puzzles is by David O’Keefe, best known for his sardonic caricatures and humorous illustrations, which have appeared on the covers of Sports Illustrated, Sports Illustrated for Kids, Mad Magazine, and The Village Voice, and within the pages of TIME.

DISNEY CONSUMER PRODUCTS New for Disney’s Handy Manny is the Handy Manny Construction Playset from Fisher-Price. It comes with more than 40 pieces and real building/demolishing action.

Recreate action from the Toy Story movies with the Ultimate Buzz Lightyear from Thinkway Toys.

Buzz comes to life as a robotic pal who really walks and talks thanks to a wireless infrared remote.

Handy Manny Construction Playset

LEGO LEGO’s Toy Story sets include Construct a Buzz. Buzz comes complete with a closing visor and flick missile laser cannon. The set also includes one green alien figure. The 205-piece set is for ages 7 and up.

FOX LICENSING HAYWIRE GROUP The Haywire Group will add new games and puzzles to its product line based on the Guinness World Records books. The new board game will contain trivia questions, learning activities, and physical challenges that require players to make and break their own “house” records. Haywire will also release a travel game and a 300-piece puzzle with a magic-reveal feature.

Twentieth Century Fox Licensing & Merchandising (Fox Licensing) will add to its toy line for Avatar with a second wave of action figures from Mattel; limited-edition mini busts from Gentle Giant; statues, maquettes, life-size busts, and dioramas from Sideshow Collectibles; a line of costumes from Rubie’s Costume Co.; and jewelry and prop weaponry from The Noble Collection. For Aliens and the upcoming Predators (July 9, 2010), NECA will premiere a full range of action figures and bobble heads, and Sideshow Collectibles will debut a line of high-end collectibles. For The A-Team (June 11, 2010), Jazwares will showcase a line of action figures, vehicles, and electronics.

ROYALTIE$ FEBRUARY 2010

39

TOY FAIR 2010 Barbie Jumping Fun Dancer

TOYQUEST ToyQuest entered into a licensing agreement with Mattel to produce a Barbie backyard play program to include inflatable pools and pool toys, sand boxes and accessories, bubbles, sprinklers, chalk, garden tools, and outdoor furniture. ToyQuest will unveil the program this spring. ToyQuest also entered into a licensing arrangement for DreamWorks Animation’s November 5, 2010, release Megamind. ToyQuest will serve as the worldwide master toy licensee for the film, producing action figures, vehicles, plush, roleplay products, and playsets. The line is expected to be available this fall.

HASBRO Hasbro’s Talkin’ Sid the Science Kid plush character comes ready to play and learn with Sid’s iconic microphone. Squeeze the belly of this 12-inch plush to hear seven different phrases from the series.

Sid requires two AA batteries, which are included. It is for ages 3 and up.

Hasbro will also release an assortment of Sid the Science Kid sixinch mini plush characters.

BASIC FUN Basic Fun, a division of The Good Stuff Company, will expand its Fisher-Price Classics line. The four new offerings include the TV Radio (shown), Change-A-Record Music Box (record player), Milk Wagon, and Change-A-Tune Piano. These full-sized replicas include the working features of the originals and are styled to maintain the vintage charm.

CHORION One of Chorion’s key properties is Olivia, based on the best-selling book series by Ian Falconer and published by Simon & Schuster. The TV show airs on more than 120 broadcasters around the world. Last year Simon & Schuster launched TV tie-in books in the U.S. with eight titles. More titles are in the works for 2010. Spin Master is the global master toy partner for Olivia and is developing a wide range of girls’ toys for the fall. Other toy partners on board in the U.S. include MEGA Brands and Schylling. For apparel and accessories, H.I.S./Bentex, Now & Zen, Accessory Innovations, and Planet Sox are on board. Chorion is currently accepting proposals for seasonal, sports, and outdoor categories.

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Freddie’s Sound FX

PLAYMATES Playmates’ iCarly product includes two items in its Sound Gadgets Assortment—The Random Dance Pod and Freddie’s Sound FX. The Random Dance Pod features three ways to random dance, just like on the show. In Random Mode, the music starts and stops at random. The last one to stop dancing is out. In Rhythm Dance Mode, the faster kids dance, the faster the music plays. In Stop ’n Go Mode, the music starts when kids dance and stops when kids stop.

Freddie’s Sound FX lets kids use Freddie’s controller under their jackets or on their belts to trick friends. There are more than 16 sound effects.

DISCOVERY COMMUNICATIONS Discovery Communications is showcasing new product lines inspired by Animal Planet. Animal Planet Cahootie is a new line of educationally oriented, animal-themed products based on the iconic fortune teller folded paper game that features questions, fortunes, and challenges related to kids and their love of animals. Made of pre-folded, ripresistant laminated paper with colorful photographs from Animal Planet, Cahooties fit one of four animal themes: Dogs Rule!, Cats Rule!, Sea Creatures, and Endangered Creatures.

Dinosaur Train InterAction Figure

LEARNING CURVE

Learning Curve will create an all-new line of original products based on The Jim Henson Company’s animated series Dinosaur Train. The new line will feature a full complement of preschool products that bring to life the world of the series. Highlights from the new Dinosaur Train line include Dinosaur Train InterAction Figures. These fully articulated action figures play 40 real dinosaur sounds, facts, and character phrases. With multiple activation touch points, each InterAction Figure has a special dinosaur feature, such as stomping or chomping. The InterAction Figures have built-in technology that allows them to recognize and interact with children or other InterAction Figures in the Dinosaur Train line. They are for ages 3 and up.

LUDORUM Ludorum’s first preschool property, the train-centric Chuggington series, premiered last month on Playhouse Disney. Chuggington follows the adventures of three best friends who explore, work, and play in a safe and exciting world. Chuggington targets kids ages 3–6. Ludorum, based in London, recently started a U.S. operation led by Maureen Taxter, senior vice-president consumer products, to oversee development of a Chuggington consumer products program. The master toy partner is RC2/Learning Curve. VTech is the global licensee for electronic learning products.

ROYALTIE$ FEBRUARY 2010

41

TOY FAIR 2010 LITTLE KIDS

NICKELODEON

Little Kids has been awarded the license for Jelly Belly Bubble toys. The company is introducing new products based on the brand.

The Squeeze n’ Blow PopUp Bubbles features Jelly Belly scented bubble solution and a magical pop-up wand. Jelly Belly On-TheGo Bubbles is a small bottle with an attached wand for quick bubble fun.

Nickelodeon & Viacom Consumer Products (NVCP) will be introducing a number of new products based on its popular entertainment brands for 2010. Nickelodeon will be celebrating the 10th anniversary of its preschool brand Dora the Explorer with a full lineup of new toys and games, including the new bilingual Dora’s All Seasons Dollhouse and the We Did It Dora Doll from Fisher-Price.

SAKAR The SpongeBob SquarePants Underwater Camera, from Sakar, can be used out of water or underwater. It takes up to 152 photos and includes a case.

CBS CONSUMER PRODUCTS CBS Consumer Products, a division of CBS Entertainment, will be introducing new toys and games based on some of the network’s most popular television series, such as NCIS, Survivor, The Big Bang Theory, The Amazing Race, and more. The company will also be introducing a new line of products, includ-

ing games, based on the upcoming CBS film Beastly, starring Vanessa Hudgens and Neil Patrick Harris in a hyper-modern retelling of the classic Beauty and the Beast story as a teen romance, based on the novel by Alex Flinn. CBS Consumer Products will also be announcing a new expanded roster of TV-licensed video games based on series such as NCIS and more.

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ROYALTIE$ FEBRUARY 2010

JAKKS PACIFIC

WOWWEE

Jakks Pacific is expanding its Disney Fairies collection with new dolls and roleplay products for 2010. The Magical Fairy Talents Playset features five talent areas inspired by the five main Disney Fairies characters. Each 4.5-inch Disney Fairies doll activates light, motion, and sound by proximity. Jakks will also release a number of new products for the brand Taylor Swift in the 4.5-inch scale. The Magic Glow Fashion Doll Fairies have wings that light up in three different patterns when the button at the waist is activated. The company has also created the Disney Fairies nine-inch Talent Light Fairy, which comes with a Fairy Scepter that controls light and sound.

Jakks will expand its new line of Taylor Swift dolls with the Taylor Swift Performance Collection. Each doll in the assortment sings a 30 second highlight of one of the singer’s songs while wearing an outfit designed to replicate what Swift wears in the song’s music video.

The Taylor Swift Fashion Collection Doll Assortment features the singer’s most recognizable outfits from award shows, television appearances, and concerts.

As the official toy licensee of TNA Wrestling, Jakks is introducing new Deluxe TNA figures. The seven-inch figures are fully articulated. In addition to new figures, Jakks has created the new Six Sided Ring, a replica of the TNA ring.

For collectors and fans of the Ultimate Fighting Championship (UFC), Jakks created the Deluxe Figures Two-Packs, celebrating famous MMA fights.

Each figure has 29 unique points of articulation.

Jakks has also developed two-inch Micro MMA figures, available in two-packs and compatible with the 15-inch Octagon Micro Playset.

WowWee has created a new line of products that children can use to recreate their favorite foods using the microwave. The EZ 2 Make line will feature popular restaurant and food licenses. Kids can use the Entenmann’s Donut Maker Play Set to make their own donuts using the included ingredients and instructions.

The donuts are made in the microwave in roughly one minute and the set includes enough to make 12 donuts. The IHOP Breakfast Maker Play Set allows kids to use the microwave to make a full breakfast. Kids can use the included ingredients to make up to eight pancakes and four waffles in the microwave.

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43

TOY FAIR 2010 PRESSMAN TOY The Pressman Toy Corporation has teamed up with The Jim Henson Company to produce a series of games based on Dinosaur Train, the new children’s series on PBS Kids.

Pressman Toy has also teamed up with CBS Consumer Products. The companies have reached a licensing agreement that will allow Pressman Toy to create board games based on the primetime military police drama NCIS. Pressman is reinventing a number of its classic games for 2010, including Rummikub.

Disney Rummikub for Kids is a new version of Pressman’s classic Rummikub game that features licensed Disney characters. New licensed board games will include the Diary of a Wimpy Kid: The Cheese Touch Game. Looney Tunes Who Is it? and Looney Tunes Pop N’ Race Game both use the classic Looney Tunes characters. For teens, Pressman has created The Vampire Diaries game, based on the television show on The CW, where players try to keep from becoming a vampire for as long as possible.

TECHNO SOURCE JAZWARES Jazwares has been tapped by Twentieth Century Fox Licensing & Merchandising to develop an extensive toy line for the upcoming film, The ATeam. The launch of the Jazwares product line will include action figures, vehicles, electronics, and more. The products will launch to coincide with the movie’s release in June.

Jazwares has also been awarded the consumer electronics license for the Skelanimals brand. New products will include the Kit The Cat Alarm Clock, which features a pink LED digital display and an AM/FM radio.

Techno Source will be producing a line of licensed games for Nickelodeon. Each LCD game features popular Nickelodeon characters.

In Dora’s Backpack Adventure, children will help Dora recover Backpack’s explorer tools after a whirlwind. In SpongeBob’s Krabby Patty Party, kids will help SpongeBob make Krabby Patties for a party at the Krusty Krab by catching the needed ingredients. Other licensed games include iCarly Random Dancing and Go, Diego, Go! Skate to the Rescue!

MEGA BRANDS MEGA Brands’ new line of NiHao, Kai-lan sets include Tolee’s Treehouse. This buildable playset allows preschoolers to reenact scenes from the TV show or create their own.

The set includes Kai-lan and Tolee figurines, a twirling elevator, and a Lulu and Hoho block. It is for ages 3 and up.

Tolee’s Treehouse

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ROYALTIE$ FEBRUARY 2010

THE JOESTER LORIA GROUP K’NEX The Joester Loria Group has signed Berg Toys as a new licensee for the Jeep brand. Berg will produce two new go-karts featuring the Jeep brand. The Jeep Junior Pedal Go-Kart is a lightweight and compact go-kart that uses patented technology to make it possible to go forward and backward, freewheel, and easily brake with just a set of pedals. The Jeep Wrangler Pedal Go-Kart features a roll bar for extra safety. It also features a front swing axel, as well as a handbrake and a full size spare tire with cover on the rear.

The new Sesame Street products from K’nex will let children build their favorite characters and settings from the television show and property. Kids can build their favorite Sesame Street character playing a sport with the new Kick It Elmo!, Swim Time Ernie, and Cookie Monster’s Basketball building sets. They can also build different buildings from the Sesame Street neighorhood with the new Neighborhood Collection building sets, such as the Firehouse, School House, and more.

ESPN WILD PLANET Wild Planet is building on its relationship with Crayola with a line of games for the Crayola brand in fall 2010. The new games focus on recreating images and matching and mixing colors, without the use of of traditional art supplies. Guess My Picture provides artists with different shapes to use to build a picture, while players guess what the picture could be.

Doodle Match has players matching colors and objects. Color Mix-A-Roo teaches players about blending colors with a palette that permits mixing without a mess.

ESPN’s Bowlercade is a realistic bowling alley sized for the home. It features automatic scoring, ball return, and pin reset, as well as electronic sound effects. Bowlercade includes two bowling balls and is for ages 3 and up.

SPIN MASTER Kids can increase their Bakugan’s GPower strength with the new Bakugan Battle Gear. The Bakumeter is the ultimate brawler’s tool that lets kids instantly calculate or boost their G-Power points. Customize an arena to increase difficulty or do trick shots with the hardbase Battle Arena. It comes with attachable

Bakugan Battle Gear

ramps. All Bakugan products are for ages 5 and up.

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45

TOY FAIR 2010 FILM PREVIEW

compiled by Chris Adams

Posted on the following two pages is a sample of high-profile films expected to be released on the big screen in the next few years. These films either have full licensing programs in the works or at least licensing potential. The majority of the films are family-friendly offerings or at least have aspects to them that could be translated into toy products.

Title

Expected Release

How to Train Your Dragon

March 26, 2010

Paramount Pictures

May 7, 2010

Paramount Pictures

Alice in Wonderland

A Nightmare on Elm Street Iron Man 2

Shrek Forever After Prince of Persia:

March 5, 2010 April 30, 2010 May 21, 2010

The Sands of Time

May 28, 2010

The Karate Kid

June 11, 2010

The A-Team Toy Story 3

The Last Airbender Cats & Dogs:

June 11, 2010 June 18, 2010 July 2, 2010

Revenge of Kitty Galore

July 30, 2010

Rapunzel

November 12, 2010

Megamind

Harry Potter

November 5, 2010

Studio

Buena Vista

Warner Bros.

DreamWorks Animation

Buena Vista

20th Century Fox

Columbia Pictures

Buena Vista

Paramount Pictures

Warner Bros.

Paramount Pictures

Buena Vista

and the Deathly Hallows: Part I

November 19, 2010

Warner Bros.

The Voyage of the Dawn Treader

December 10, 2010

20th Century Fox

The Chronicles of Narnia: Yogi Bear

46

ROYALTIE$ FEBRUARY 2010

December 17, 2010

Warner Bros.

Title

The Green Hornet

Hong Kong Phooey

Pirates of the Caribbean: On Stranger Tides

The Hangover 2

Kung Fu Panda 2:

Expected Release December 22, 2010 January 14, 2011 May 20, 2011 May 26, 2011

The Kaboom of Doom

June 3, 2011

Cars 2

June 24, 2011

Green Lantern

Transformers 3 Harry Potter

June 17, 2011 July 2011

Studio Sony Pictures

Warner Bros.

Buena Vista

Warner Bros.

Paramount Pictures

Warner Bros.

Warner Bros.

Paramount Pictures

and the Deathly Hallows: Part II

July 15, 2011

Warner Bros.

Captain America

July 22, 2011

Paramount Pictures

Marvin the Martian

October 7, 2011

The First Avenger: The Smurfs

Puss in Boots

Arthur Christmas Happy Feet 2

The Hobbit: Part I The Avengers

Madagascar 3

Untitled Star Trek Sequel

July 29, 2011

November 4, 2011

November 11, 2011 November 18, 2011

December 23, 2011

Sony Pictures

Warner Bros.

Paramount Pictures

Sony Pictures

Warner Bros.

Warner Bros.

May 4, 2012

Paramount Pictures

June 29, 2012

Paramount Pictures

May 25, 2012

Paramount Pictures

ROYALTIE$ FEBRUARY 2010

47

BANDAI AMERICA, INC.

THE JIM HENSON COMPANY

Bandai America named Larry Falcon as senior vice-president, toy sales.

Falcon will promote Bandai America’s brand portfolio of toys and cultivate major relationships with all mass retailers. With more than 20 years of industry experience, Falcon returns to this position, which he also held from 2002–2007, to manage the company’s sales force nationally as well as in Canada. Most recently, Falcon served as executive vice-president, sales for MGA Entertainment.

The Jim Henson Company promoted Halle Stanford to executive vice-president of children’s entertainment. Stanford joined The Jim Henson Company in 1995 and was most recently senior vice-president of children’s entertainment. She leads the company’s development and production of all preschool and children’s programming for television, direct-to-video, and internet productions in animation and liveaction formats. Stanford has worked on several of the company’s properties as an executive producer including the PBS series Dinosaur Train and Sid the Science Kid, and the upcoming Wilson & Ditch: Digging America webisodes, also for PBS. In addition she is an executive producer on Pajanimals, currently airing on Sprout.

Stanford is currently leading development on the animated series The Skrumps, based on the collectible vinyl toys, and The Doozers, an animated preschool series based on the popular characters from Fraggle Rock.

LARRY FALCON, SENIOR VICE-PRESIDENT, TOY SALES

HIDDEN CITY GAMES, INC.

DOMINICK MAGLIARO, VICE-PRESIDENT NORTH AMERICA

OF

SALES,

Hidden City Games appointed Dominick Magliaro as vice-president of sales for North America. Magliaro’s initial priorities will be to increase sales in existing accounts, identify additional distribution channels, develop new prospects, and grow sales. Other tasks include designing and recommending sales programs and evaluating and implementing appropriate new sales techniques to increase sales volume.

Magliaro brings more than 15 years of experience in distribution, sales, and licensing. He previously served as the vicepresident of hobby sales for Upper Deck and vice-president of sales at GameWear.

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ROYALTIE$ FEBRUARY 2010

HALLE STANFORD, EXECUTIVE VICE-PRESIDENT, CHILDREN’S ENTERTAINMENT

4KIDS ENTERTAINMENT NAMES NEW LICENSING AGENTS

4Kids Entertainment, Inc., made key sub-agent appointments for several properties in its global portfolio across the Asian region.

CLICK! Licensing Asia will now represent the American Kennel Club in China, Taiwan, Singapore, Malaysia, and the Philippines, as well as Jim Henson Designs in Hong Kong, Indonesia, Singapore, Malaysia, and the Philippines. Empire International Merchandising Corporation will represent The Artlist Collection’s The Dog/The Cat/The Pig photographic properties in the Philippines. Impact Licensing & Marketing will represent Jim Henson Designs in Taiwan.

2009 People’s Play Awards

As voted by visitors to www.timetoplaymag.com

Across

3. People’s Play winner, Electronics 9. Innovative wall climber by Spin Master 13. Educational winner from LeapFrog 14. Nintendo’s follow-up to Wii Sports

Answers on Page 50

Down

1. Boys loved this brand of Super Jump Raceway from Mattel 2. Spin Master’s 7-in-1 Dragonoid was the fave 4. Jakks-branded Night Vision Goggles 2.0 5. Preschool winner from Fisher-Price featuring Handy Manny 6. After 50 years, this Mattel fashion doll is still inspiring girls 7. Cepia’s surprise must-have toy 8. Hottest game of the year by Mattel 10. Nerf’s semi-automatic weapon of fun 11. This brand of Candy Jewelry Factory was a big hit for Jakks Pacific 12. Construction toy of the year that combines building and action

Guess Who?

This licensing executive spent her time learning about the industry with brands such as Hannah

Montana while working at Play Along. Now she’s stepped up to the plate with her own company

and a client roster that includes cosmetics brands, green companies, and theme parks. Who is she?

ROYALTIE$ FEBRUARY 2010

49

A PRIL

17–19

Hawaii Market Merchandise Expo

douglastradeshows.com

Blaisdell Exhibition Center

Honolulu

16–18 16–19 25–27

SURTEX National Stationery Show Sweets & Snacks Expo

surtex.com nationalstationeryshow.com allcandyexpo.com

Jacob Javits Convention Center Jacob Javits Convention Center McCormick Place

New York City New York City Chicago

8–10 13–16 15–17 22–27 27–29

Licensing International Expo ASTRA Marketplace E3 Origins Game Fair Summer Fancy Food Show

licensingexpo.com astratoy.org e3expo.com originsgames.com specialtyfood.com

Mandalay Bay Convention Center Rhode Island Convention Center Los Angeles Convention Center Greater Columbus Convention Center Jacob Javits Convention Center

Las Vegas Providence, RI Los Angeles Columbus, OH New York City

22–25

Comic-Con International

comic-con.org

San Diego Convention Center

San Diego

16–18

Chicago Comic & Entertainment Expo

chicagocomicandentertainmentexpo.com

McCormick Place

Chicago

28–30 29–30

HBA Global Expo Brand Licensing Europe

hbaexpo.com brandlicensing.eu

Jacob Javits Convention Center The Grand Hall, Olympia

New York City London

MAY

JUNE

JULY

A UG UST

S EPTEMBER

Solutions to Puzzles on Page 49

Ashley Mady is president of Brandberry, a new

full-service licensing agency focused on licensing,

marketing, design, and consulting. Mady co-founded Brandberry in 2009 with Larry Gellar, who acts as Brandberry’s vice-president. Mady brings her

experience in working on brands such as Hannah Montana at Play Along, a division of Jakks Pacific,

to the company, as well as a number of strong relationships with retailers such

as Walmart, Target, and Toys “R” Us, as well as ties to various licensors and

manufacturers. Current clients for Brandberry include Blinc Cosmetics, Kidfluence, Laser Partners, green brands such as NextLife and Mountain

Valley Recycling, design and event companies Mthree Image and Mthree Productions, artist Romero Britto, and children’s theme park Wannado City.

50

ROYALTIE$ FEBRUARY 2010

by Christopher Byrne

POSTED

BELOW IS A SAMPLING OF WHAT

AMERICAN

TOP-DOWNLOADED MOVIES, JANUARY 15, 2010

Source: Apple iTunes 1. The Hurt Locker 2. The Hangover 3. Cloudy with a Chance of Meatballs 4. Moon 5. Tyler Perry’s I Can Do Bad All By Myself 6. Fame (2009 version) 7. Inglourious Basterds 8. District 9 9. Step Brothers 10. Jennifer’s Body

TOP TRAVEL DESTINATIONS 2010

Source: Frommer’s 1. Tunisia, North Africa 2. Copenhagen, Denmark 3. Hanoi, Vietnam 4. Santiago de Cuba, Cuba 5. Abu Dhabi, United Arab Emirates 6. Hawaii (The Big Island), United States 7. Salta Province, Argentina 8. Isles of Scilly, England 9. Mexico City, Mexico 10. Melbourne, Australia

TOP-GROSSING BROADWAY SHOWS, 2009 Source: BroadwayWorld.com 1. Wicked—$43.2 million 2. Billy Elliot the Musical—$36 million 3. The Lion King—$34.5 million 4. Jersey Boys—$31.6 million 5. West Side Story—$27.3 million 6. Mamma Mia!—$26.6 million 7. South Pacific—$25.5 million 8. In the Heights—$23.6 million 9. Shrek The Musical—$23.4 million 10. The Phantom of the Opera—$23.4 million

CONSUMERS ARE INTERESTED IN THIS MONTH .

BEST-SELLING 2010 THEMED CALENDARS, JANUARY 2010

Source: Barnes & Noble 1. 2010 Ansel Adams Wall Calendar 2. Kate Spade 2010 Wall Calendar 3. 2010 Mom’s Plan-It PLUS 17-Months Wall Calendar 4. 2010 Movie Posters Wall Calendar 5. 2010 New York City Wall Calendar 6. Miami Dolphins 2010 Cheerleader Calendar 7. 2010 Irish Country Wall Calendar 8. 2010 Cats Page-A-Day Calendar 9. 2010 Getting in Touch with Your Inner Bitch Box Calendar 10. 2010 Just Goldens Wall Calendar 11. 2010 Seasons of Yellowstone and the Grand Tetons Wall Calendar 12. Ellen Krans Calendar Kit 13. 2010 Sudoku Page-A-Day Calendar 14. 2010 Hello Kitty Wall Calendar 15. Melissa & Doug Magnetic Calendar

TOP-SELLING ATHLETIC SHOES BY BRAND, JANUARY 15, 2010 Source: Amazon.com 1. New Balance 2. Asics 3. Sorel 4. Columbia Sportswear 5. Skechers 6. Merrell 7. Timberland 8. Rockport 9. Clark’s 10. adidas Star Wars-licensed adidas sneakers for the 30th anniversary of The Empire Strikes Back

ROYALTIE$ FEBRUARY 2010

51

NG NOW REPRESENTI

NDS THIRD PARTY BRA

YOUR

BRAND

HERE

BUILDING GLOBAL BRANDS FremantleMedia Enterprises is the leading independent one-stop-shop for global brand representation. We have a proven track-record of groundbreaking programs across all licensing disciplines including consumer products, interactive, mobile, sponsorship, integrated marketing, live events, home entertainment and international television program distribution.

For further information, contact: James Ngo Senior Director, Consumer Products FremantleMedia Enterprises T: +1 (818) 748 1145 E: james.ngo@fremantlemedia.com

www.fremantlemedia.com

CONTACT US TO FIND OUT HOW WE CAN HELP BUILD YOUR BRAND

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