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Vol. 8, No. 4



10 TOP GLOBAL BRANDS ENTER ASIAN LICENSING MARKET by The Hong Kong Trade Development Council






28 2014 TOY PREVIEW by Nancy Lombardi

Departments 4

Observations & Opinions


Real Deal

6 12 32 34


Royaltie$ Marketplace: Cake Boss

You’re Hired

Calendar of Events



OCTOBER 2013 • VOL. 8, NO. 4

Licensing Is Hot This Holiday Season hen entering a discussion about kids’ licensing, be prepared to have a strategy on how to combat what some be-


lieve to be the “Evil Empire”—Disney. After acquiring both Lucasfilm and Marvel, many perceive Disney as a monopoly in


the world of consumer products.


Sure if we’re being honest, Disney is hot right now. Combine Dis-

ney Princess, Doc McStuffins, and Minnie Mouse with new movies expected from both the Marvel and Star Wars franchises and it could


by Andy Krinner

be quite intimidating to the other licensors and licensees. This is especially the case when

retailers only seem to be smitten with properties that have proven track records. But if history has proven anything in this business it’s that all properties have their peaks and val-


leys and nothing is a sure thing. You can never tell what could be a break out license down the road especially as kids are using digital media like never before. A new hot property


happening with our consumer website, We recently revealed the nomi-


can pop up from a place you least expect it.

On a separate note, as we move into the holiday season, aNb Media has a number of things

nees for this year’s People’s Play Awards. The nominees are chosen by the

editorial team and voted on by the public. Here is a brief overview of the nominees by gender.

Looking in the boys’ area, Teenage Mutant Ninja Turtles are hot this year. Also making

some waves is Mattel’s Max Steel. Rounding out the rest of the category are seemingly timeless brands such as Power Rangers, Transformers, Star Wars, and WWE.

In the girls’ area, we have a mixed bag including Doc McStuffins, Sofia the First, My Lit-

tle Pony, Hello Kitty, and Minnie Mouse. In addition there is Mattel’s Monster High and Mattel’s Ever After High as well as S-K Victory’s Fairy Tale High. For a full look at the nominees—and to vote for your favorites—visit recently hosted its annual Holiday Showcase in New York City. The

Most Wanted List, which are the hottest toys of this holiday season as predicted by our sea-

soned team of editors, was revealed during this one-day media event. Visit timetoplay- to see this year’s Most Wanted List.

In addition, launched the Shop for Kids by

app. This free app is available for both iOS and Android. Buying toys has never been eas-

ier as consumers can search or scan the product’s UPC, compare prices from major retailers, and click through to shop from anywhere.







229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 ROYALTIE$ is published four times per year by aNb Media. Copyright 2013 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. ROYALTIE$ is a registered trademark of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of ROYALTIE$ management.




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KIDS APP (that’s us!) released Shop for Kids by, a free mobile app for iOS and Android designed to simplify the experience of searching for and buying children’s products. The app provides all the information shoppers need to make educated purchasing decisions on the go. Users can browse the extensive database of reviews on the latest toys, video games, baby products, sporting goods, children’s books, movies, apps, and more. “The Shop for Kids app is a game changer. It’s an all-in-one mobile shopping tool that takes the guesswork out of finding the best products for the kids in your life at the best prices,” said Jim Silver, CEO and editor-in-chief of “The app leverages our unparalleled database to provide search results alongside live pricing at major retailers in real time. There is nothing like it out there, and we are confident it will change the way people shop for kids.” Simply scan the product’s UPC code or type into the search bar to access’s database of thousands of products. Access the complete profile of the toy, which includes a video review and editor’s ranking. View real-time, online price and availability of a product at major retailers: Walmart, Toys “R” Us, Target, Amazon, Kmart and click through to purchase immediately from any of those retailer’s sites. The Shop for Kids App by is now available for free in the Apple App Store and Google Play store. To watch the informational video or to download the app, visit WWW.TIMETOPLAYMAG.COM/APP/.




Google selected a branded candy name for the latest version of its mobile operating system, teaming up with The Hershey Company for Android KitKat. The new OS partnership is part of a larger global partnership between Google and Nestle, from whom The Hershey Company licenses the Kit Kat brand in the U.S. As part of the U.S. campaign, Kit Kat and Google will also offer consumers the chance to win Nexus 7 tablets, Google Play credits, and coupons for the new Kit Kat Minis, in a promotional sweepstakes on Kit Kat wrappers. To mark the October 14 release of the Android KitKat system, more than 50 million specially branded Kit Kat bars will be available in 19 countries including Australia, Brazil, Germany, India, Japan, the Middle East, Russia, and the U.S. A small number of Android robot-shaped Kit Kat bars will also be offered as prizes in select markets and an Android statue made out of Kit Kat bars now resides at Hershey’s headquarters in Hershey, Penn.


Rovio Entertainment launched a new learning concept called Angry Birds Playground based on its app franchise and the Finnish National Curriculum for Kindergarten. Working in cooperation with the University of Helsinki’s Cicero Learning Network, Angry Birds Playground is intended to teach life skills, in areas such as language, math, and the arts, in a fun and engaging way. Rovio has also entered into a preliminary agreement with 123 Education Development Ltd. in China to open learning facilities. The first Angry Birds Playground will debut in a 123 Early Childhood Learning Centre in Shanghai where the children will have the possibility to play and learn through the learning concept with a designated classroom and play area.




Warner Bros. Entertainment announced a wide-reaching creative partnership with best-selling author J.K. Rowling. At the center of the partnership is a new film series from Rowling’s world of witches and wizards, inspired by Harry Potter’s Hogwarts textbook Fantastic Beasts and Where to Find Them and the adventures of the book’s fictitious author, Newt Scamander. Fantastic Beasts and Where to Find Them will be an original story and mark Rowling’s screenwriting debut. It is planned as the first picture in a new film series. Set in the wizarding world, the story will feature magical creatures and characters, some of which will be familiar to devoted Harry Potter fans. The series will also be developed across the studio’s video game, consumer products, and digital initiatives businesses, including enhanced links with, Rowling’s digital online experience built around the Harry Potter stories. The studio’s partnership with Rowling also covers the continued expansion of its Harry Potter activities, including the wonderful Wizarding World of Harry Potter theme parks in conjunction with Universal Parks and Resorts, digital initiatives (including Pottermore), video games, consumer products, and visitor attractions. Warner Bros. will also serve as the worldwide TV distributor (excluding the U.K.) of J.K. Rowling’s upcoming television adaptation for the BBC of The Casual Vacancy, her best-selling first novel aimed at adult audiences. The miniseries begins production in 2014. The relationship will be managed in London by Neil Blair of The Blair Partnership, Rowling’s literary agency, and Josh Berger, president and managing director of Warner Bros. UK, Ireland, and Spain, who will serve as Warner Bros.’ chief business contact for all J.K. Rowling initiatives going forward.


Artestar has been appointed as the exclusive licensing agent for Junk Food Clothing. This will extend the apparel brand into categories beyond its original vintage designs. Artestar will leverage the popularity of the Junk Food Designs collection to generate new business in product categories including footwear, outerwear, home décor, housewares, bedding, sporting goods, back-to-school, and stationery.


DreamWorks Animation (DWA) has acquired the library of Chapman Entertainment, Ltd., the children’s television production and licensing company. With Chapman, DWA adds to its growing library Fifi and the Flowertots, Roary the Racing Car, Raa Raa the Noisy Lion, and Little Charley Bear. The Chapman UK-produced titles add to the family entertainment brands that the company gained through its acquisition of Classic Media last August. The Chapman TV series will be distributed through DWA’s UK-based TV distribution operation. Chapman Entertainment was formed in 2002 by Keith Chapman, the originator of Bob the Builder.


The investment firm Gordon Brothers Group has signed an agreement to purchase consumer electronics manufacturer Coby Electronics. The agreement covers the company’s IP, trademarks, and patents, which will include Coby’s Kyros tablets and Jammerz headphones. Other Coby products include netbooks, TVs, home theater systems, mp3 and mp4 players, speakers, home and portable stereos, digital photo frames, digital camcorders, and electronic accessories. The purchase is part of a series of brand redevelopment initiatives by Gordon Brothers, which have included Polaroid, The Sharper Image, and The Bombay Company. Gordon Brothers will infuse capital into Coby to support the development of new products and strategies.




Jivo Technology Ireland has launched a line of Bear Grylls rugged electronics accessories. The line was created in partnership with Bear Grylls Ventures and designed in collaboration with the survivalist and star of the new NBC reality series Get Out Alive with Bear Grylls. Items in the line include the Explorer One portable bluetooth speaker, iPhone and iPad cases, and laptop bags. All products in the line are water-proof, drop-proof, crush-proof, and dustproof, according to the companies. They are available in the U.S. and the UK.


Miss America Properties, the branding agency for the Miss America Organization, has tapped beauty company Joshua Brands for a new line of skincare and cosmetics called R.E.I.G.N. At launch the collection will include mascara, blush, powder, and lipsticks. R.E.I.G.N. debuted during the Miss America Competition last month and at a pop-up store at the Pier Shops in Atlantic City, N.J., where the 2014 competition was held. The line is currently available online and will arrive at retail in spring 2014.


Lionsgate and online luxury fashion and beauty retailer Net-A-Porter announced an exclusive partnership for The Hunger Games: Catching Fire, the second film of The Hunger Games franchise. The luxury clothing line Capitol Couture by Trish Summerville will consist of 16 readyto-wear pieces, jewelry, and leather goods inspired by the film and designed by Summerville, the film’s costume designer. The collection will be available exclusively on Net-A-Porter this fall timed to the film’s worldwide release on November 22.


The Hummingbird Bakery, an American-style baking brand in the UK, will expand into new product categories through licensing with the signing of Beanstalk. Beanstalk is seeking licensing partners across a range of food and non-food items including ice cream, chocolate, biscuits, cake decorations, syrups, and flavored teas as well as authentic American bakeware, kitchen textiles, and kitchen appliances. Known for its freshly baked cupcakes, pies, and other American-inspired treats, The Hummingbird Bakery opened its first London shop in 2004. The brand has five London bakeries and the three cookbooks, The Hummingbird Bakery Cookbook, Cake Days, and Home Sweet Home, which have collectively sold more than one million copies in the UK.


Peanuts Worldwide has signed a deal with Fetch. . . for pets to create a line of Peanuts Halloween dog toys and dog apparel available exclusively at PetSmart. The line includes apparel, bandanas, mini and large plush figures, plush flatties, ring toys, bottle crunchers, and tennis ball body toys. Toys are now available.




The New York Botanical Garden has partnered with home textiles manufacturer Keeco to develop a licensed line of bedding and bath products leveraging The New York Botanical Garden’s iconic name and collections. The initial launch will include a full assortment of bedding, including quilts, duvets, and comforter sets with coordinating decorative pillows. The New York Botanical Garden’s collection of original botanical artwork was the inspiration for the collection. The New York Botanical Garden bedding collection will be available in spring 2014. The deal was brokered by Jewel Branding & Licensing, the licensing agency for The New York Botanical Garden.


41 Entertainment and its regional sub-agents have secured new licensees in Mexico and Latin America for Pac-Man and the Ghostly Adventures. In Mexico, Tycoon Enterprises brokered new deals with Photo Pack for backpacks, tote bags, lunch boxes, computer bags, and electronics accessories; Lucky Clover for stationery products including pens, folders, erasers, diaries, banks and accessories; and IFCO for caps, wallets, and bags. In Latin America, a new partnership with Dreamkyds was negotiated by Televix Entertainment and Compania Panamericana de Licensias. Dreamkyds is planning a wide range of product for the brand that will include backpacks, T-shirts, pajamas, underwear, swimwear, stationery, umbrellas, key chains, headwear, frisbees, drinking bottles, inflatable balls, and footwear.


Bandai Co., Ltd. and its North American marketing representative Sync Beatz Entertainment announced Mighty Fine as the first licensee for Tamagotchi L.i.f.e. Under the agreement, Mighty Fine will create a complete fashion apparel line for juniors and women, including activewear, T-shirts, bodysuits, dresses, fleece, pants, shorts, and skirts, which feature a contemporary take on the characters and design elements of the classic Tamagotchi brand. The agreement was brokered by Evolution, which serves as Sync Beatz Entertainment’s retail development and licensing partner for Tamagotchi L.i.f.e.


Spencer’s partnered with Twentieth Century Fox Consumer Products to transform its stores nationwide into an ultimate Sons of Anarchy merchandise destination. The program, available now in more than 625 stores, allows fans to purchase new product ranging from T-shirts, jewelry, hats, drinkware, loungewear, backpacks, toddler T-shirts, wallets, and more reflecting the biker lifestyle true to the TV series. Spencer’s is supporting the Sons of Anarchy program in-store through branded boutiques featuring window displays, digital signage, and in-store elements that offer an immersive shopping experience for consumers. A Spencer’s online sweepstakes also offered entrants the chance to win an authentic Sons of Anarchy prize pack.


Cuddle Barn announced its partnership with internet cat sensation Lil BUB. Under the terms of the agreement brokered by HAP Consulting, Cuddle Barn will transform the real life character into feature plush. The first product is expected to be on shelf in spring 2014. The line is part of wider licensing, media, and philanthropic plan for Lil BUB.






he booming economy in Asia, especially in Mainland China, with its growing affluence has driven the demand of branded and licensed products, which makes the region very attractive for international brands.

The HKILS, quickly becoming one of the most important shows in the global licensing business, provides a one-stop marketplace in the Asia-Pacific region for the international licensing industry. Last January, the show featured more than 600 properties, including the hottest international brand owners and RAPID GROWTH OF LICENSING IN ASIA licensors, such as Angry Birds, tokidoki, Adidas, According to the Hong Kong Trade Development Blizzard Entertainment, and many others, which Council (HKTDC), retail sales of licensed merchanattracted more than 17,000 buyers from more than 100 dise in Asia, excluding Japan, were $8.1 billion in countries and regions. They included some 3,750 2012. This represented growth of 6.5 percent over mainland buyers looking for licensed properties. 2011. Leading this growth was Mainland China, where The show is held concurrently with The Hong Kong sales grew by 9.1 percent to $5.1 billion in 2012. Toys and Games Fair (the largest toy fair in Asia), the The growth rate of licensed merchandise sales in Hong Kong Baby Products Fair, and the Hong Kong Asia is much higher than that of the world, which International Stationery Fair, which together drew expanded only 1.6 percent from 2011 to 2012, reaching more than 2,700 exhibitors and more than 100,000 $153.2 billion last year. Figures show that Asia only buyers this year, providing ample opportunities for constituted five percent of the global licensing market. cross-sector collaborations and partnerships. Our taiClearly, Asia is still a market in its licensing infancy. lor-made business-matching services will assist particThe HKTDC will assist companies that want to expand their licensing And its key growth engine is the mainland market. ipants to meet more potential partners in Asia. business in the Asian market. Taking place alongside the Licensing Show, our HONG KONG AS THE LICENSING HUB OF ASIA Asian Licensing Conference, in only its second year, drew more than Hong Kong is the gateway to Asia where decision-makers from all over 1,000 participants, with the majority of them from Asia. Twenty two topAsia converge and make purchases. The city is a hub and it’s the true Asian notch speakers from global brands, including Coca-Cola, IMG Licensing marketplace to visit. As the licensing hub of Asia, Hong Kong supports the Asia, Warner Bros., Adidas, and FIFA, shared their insights and experience industry with strong IP, a transparent legal framework, and world-class with the participants. At the upcoming third conference, a special focus financial- and business-support services. Our unique mix of East and West will be put on emerging opportunities in the Asian market, fashion and also makes the city a lifestyle, design, and fashion trendsetter for much of lifestyle licensing, and new media brand licensing. the Asian region—particularly for the mainland. The connection with globWith more than 40 offices around the world, and half of them in Asia, al brands and properties, an international mindset, profound knowledge, and HKTDC would like to invite and assist more overseas properties and rich experience in the Asian market of the Hong Kong licensing agents are brands to find their partners and expand their licensing business in the the reason for more foreign licensors and licensees turning to Hong Kong Asian market via Hong Kong. for partners to expand their Asian businesses or source Asian properties. The Hong Kong International Show and The Asian Licensing Conference will return to Hong Kong January 6–8, 2014. Grab the opporLICENSING EVENTS IN HONG KONG tunities and sign up with the two Asian largest licensing events now. One of the keys to Hong Kong’s role as the licensing hub of Asia is the success of the Hong Kong International Licensing Show (HKILS) and the Asian Licensing Conference (ALC) organized by the HKTDC. Visit or email






• Carlo’s Bakery was acquired by the late Bartolo Valastro Sr. in 1964.

• Valastro’s cake design was voted by Today Show viewers as the best cake in America.


The Cake Boss Café is located in Time Square in New York City. Cake Boss Creations, including fresh cannolis, lobster tails, tiramisu, cookies, cupcakes, and more, which are baked fresh on the premises.

arlo’s Bakery might have been a Hoboken baking institution since it first opened its doors in 1910 (then under the ownership of Carlo Guastaffero) but it wasn’t until 2009 when Cake Boss debuted on TLC that the bakery and the Valastro family, with fourth generation lead baker Buddy Valastro leading the charge, did it earn a nationwide following. The half-hour reality television series focuses on Valastro as he manages the bakery and caters to clients along with his big Italian family who runs the shop with him. And since the show’s debut, Discovery Communications took action to realize the retail potential of the property. The same summer Cake Boss premiered, Discovery struck a publishing deal with Simon & Schuster and launched Cake Boss’ first branded book Cake Boss Stories and Recipes from Mia Famiglia. The publishing program has since expanded to include a line of e-books as well as additional cookbooks. Cake Boss has also expanded into other verticals. Kicking off 2013, Cake Boss opened its first street level Cake Boss Café in Time Square, New York City, where customers can purchase not only signature baked goods but additional Cake Boss merchandise such as apparel.



• Carlo’s Bakery has expanded with new locations in Ridgewood and Westfield, NJ. • The pilot for Valastro’s new reality series Bakery Boss, in which he helps rescue struggling bakeries, aired in May 2013.


Dawn Cakes rolled out new SKUs in its Cake Boss-branded product line to include ready-to-sell cupcakes, cake mixes, and fondant cakes. Products are available at grocery stores nationwide. This expands on the current Cake Boss ready-to-sell cake line from Dawn.


Atria Books, an imprint of Simon & Schuster, will publish the fourth Cake Boss cookbook, Family Celebrations with the Cake Boss. It is scheduled to hit retail this November.



Meyer created a full Cake Boss-branded line of bakeware, serveware, and decorating tools launching this month. The line features more than 20 collections, such as metal bakeware, cooling racks, prep and baking accessories, baking tools and gadgets, decorating tools for icing and fondant, cookie cutters, display and serving ware, gift-ready cake and dessert sets, and more, the line is designed to appeal to bakers of all ages and expertise.

Action Products launched a line of Cake Boss-branded stationery, including note pads, scribble pads, journals, notebooks, portfolios, note cubes, sticky notes, dry erase boards, and recipe binders. Party products are also set to debut in 2014 and will include paper plates, paper cups, and paper table covers in various colors, sizes, and styles.


Ty Global is the Canadian stationery partner for Cake Boss. The line features one-subject notebooks, clip notes, die-cut note pads, dry erase boards, memo pads, clip boards, journals, and more.




A New Breed of Celebrities Eyes Licensing BY JENNIFER LYNCH

hese days when it comes to celebrity licensing, licensors are throwing structure to the wind. Whereas less than a decade ago, certain categories were deemed unsuited for celebrities, now “the biggest trend is that celebrities no longer have rules about where they can and can’t go,” says Nicole Desir, vice-president, brand management, Beanstalk. But the key is to remain authentic to the personality.

each celebrity and the backlash that often occurs when this doesn’t happen. Bruce Lee, for example, was resurrected earlier this year through CGI animation in a Johnnie Walker commercial. The ad drew criticism from critics and fans alike for its lack of authenticity to Lee, who was a well-known teetotaler. “While you can recreate mannerisms and mimic voices, what can’t be recreated is the heart, soul, and mind of these people,” says Reeder.

Resurrecting Dead Celebrities

The topic of how to best and most appropriately use CGI animation and 3-D holographic projections has been heavily debated. “Several years ago, people weren’t as accepting of it,” says Lisa Soboslai, a senior director at Corbis Entertainment managing its GreenLight division. But as the technology has improved, it’s become a positive development allowing living celebrities to be in two places at once (a hologram of Carrie Underwood currently performs alongside Brad Paisley for a duet on his Beat This Summer tour) and for deceased celebrities to make a comeback. “As long as it’s the best fit for the celebrity, it can not only give new life to a deceased celebrity but it gives [collaborating] brands a lot more opportunity to tell their story,” says Soboslai. GreenLight has been working to support the Rolex Icons campaign, which features both deceased and living celebrities who wore the brand, including GreenLight clients Martin Luther King, Jr. and Andy Warhol. The ad campaign was produced by JWT London. “Rolex has done an incredible job of keeping it authentic to the celebrities,” she says. “If the celebrity didn’t wear the brand, they aren’t part of the campaign. And the campaign speaks to each personality and the impact that personality had on our history as well as the history of Rolex.” And when used properly, technology can also give licensors a benefit deceased celebrities could not previously provide—their endorsement of a product beyond a still photo from the past. And this, also becomes beneficial to that celebrity’s estate and licensor. “Historically, the fees paid to use deceased celebrities in advertising campaigns have been substantially lower than those of contemporary talent due largely to the inherent limitations,” says David Reeder, president of Reeder Management. “The rapid development of new technology that credibly reanimates these beloved personalities means. . . they can provide a more enhanced level of ‘service,’ which translates to estates being able to command higher fees.” But licensors of the deceased still refer back to remaining authentic to



The duo who rose to fame on YouTube, now have their own segment on Ellen— Tea Time with Sophia Grace and Rosie, in which they interview celebrity guests.

Social Media Gauges Authenticity

But while a deceased celebrity’s persona is set in consumers’ minds, the digital landscape is offering consumers more opportunities to gauge a living celebrity’s authenticity and how true their products are to their character. This year, Paula Deen stands as a prime example of how quickly an empire can crumble when one’s public persona does not align with her actions off-camera. This month was set to mark the release of Deen’s 30th cookbook, which Ballantine Books, a Random House subsidiary, pulled in July. “There’s always a risk,” says Rachel Terrace, vice-president, brand management, Beanstalk. “Several retailers have been burned by various celebrities who have done wrong, especially in a world where every single move is documented on social media.” But just as social media can end a celebrity’s career, it can also create opportunity. As people become savvier in how to brand themselves and create their niche online, marketers, too, must rethink their strategy for creating the right partnerships for these personalities. “What we used to do was create something in our studios and hope we were tapping into what

the public wanted,” says Maggie Dumais, president of Innovative Artists (IA). “Now, because everyone has become his own producer, we as marketers have to watch what the public dictates and make a brand out of that.” Licensors must also be able to ascertain which brands will stick. This summer, IA was appointed the licensing agent for Sophia Grace and Rosie, the British child stars who rose to YouTube fame for their cover of Nicki Minaj’s “Super Bass,” popularized by the Ellen talk show. IA has already signed Just Play to create a toy line that highlights the girls’ love of music and dress-up. “Where retailers used to look at Q scores and C scores, people now ask me how many times a celebrity is retweeted and how many followers he or she has across social media,” says Dumais. “It’s become our diagnostic tool to look at their popularity and their capacity to become a brand.” This not only pertains to established celebrities

but also personalities who through their increasing online engagement can enter the licensing space with authenticity and authority. Perhaps one of the most talked about examples of this is YouTube star Michelle Phan who after rising to digital fame for her makeup tutorials inked a deal with L’Oreal in August to launch her own line of cosmetics, em, which is available exclusively online. According to Upstart Business Journal, the new brand is estimated to pull in $10 million in sales in its first year. “The fact that a company of L’Oreal’s size would launch a product line to support how [Phan] connects with her followers is really a game changer,” says Beanstalk’s Desir. “I think it’s a strategy that’s going to permeate not just through beauty but every category where you can find an expert who’s become a celebrity through social media.” The beginning stages of this trend started taking shape last year and moving forward into 2014, licensors are keeping their eyes fixed on

Celebrity Brands and the Hispanic Consumer

According to Culturati, a cross-cultural market research and consulting firm specializing in the Hispanic market, incorporating the use of celebrities when targeting U.S. Hispanics has become a proven strategy to improve a brand’s awareness and establish a more personal connection with a brand. And it’s no secret that a major target consumer for licensors across categories has been Hispanic audiences. Thus, Latin celebrities that share these consumers’ values is one way licensors can reach this audience. Beanstalk works with Salma Hayek and her Nuance line. “[Hayek] is aspirational to women no matter what their age or ethnicity, but I think she has a special place in the Hispanic woman’s life,” says Beanstalk’s Desir. “She has that position as an artist and also created a product line they can relate to. There is also a connection to the ingredient story behind Nuance.” Tepezcohuite is one of the main ingredients in the beauty line, and one that is indigenous to Mexico. “Hispanic women are especially familiar with this ingredient so there is a connection to what [Hayek] learned from her family and growing up in Mexico and what consumers learned from their own families.” Similarly Sofia Vergara, whom Latin World Entertainment Licensing inked a multi-million dollar deal with Kmart last year, is expanding into home décor with licensee Rooms to Go launching a line this fall.

this new celebrity breed. “We have a whole new crop of celebrities known for a particular lifestyle or point of view that’s already built a following that gives them credibility to enter the brick-and-mortar world of a true brand,” says Beanstalk’s Terrace. Beanstalk is currently working with founders of the fashion blog Bag Snob to launch the Snob Essentials brand in the handbag space, with plans to expand into apparel as well as other potential categories such as beauty and home. Similarly Cupcakes & Cashmere blogger Emily Schuman has developed a devoted following by covering a variety of subjects that help consumers with their own lives, from fashion to home goods to DIY projects, says Ross Mischer, president of Brand Central, which was named the licensing agent for Cupcakes & Cashmere earlier this year. “We believe that bloggers are to millennials what Martha Stewart was for the last generation,” he says. “Social media is the medium where they look for advice, peer-to-peer feedback, and celebrities. Bloggers are the experts of the internet. Retailers have recognized that they need to bring these experts into the retail space if they want to authentically talk to millennials.” But no matter whether the celebrity is living, deceased, a blogger, or classic movie star, engaging with consumers consistently comes back to the “believability” factor. And just as personalities are getting better at branding themselves, consumers are getting savvier at using the same tools to distinguish what products are true to the personality, and which are not. And with multiple points of views to choose from, they can find the celebrity they connect with most, buy the product, and continue to deepen their connection with that celebrity.




Social media has created a new playing field in celebrity licensing, where the number of followers a personality has can carry more weight for retailers than his/her Q Score. And for consumers, web-based personalities and bloggers are also delivering a new level of authenticity to licensed product.


Earlier in the year, Beanstalk teamed with the digital strategy agency Digital Brand Architects to build a licensing program for the blogs Bag Snob and Mrs. Lilien. Snob Essentials, the new fashion brand based on the leading blog Bag Snob, will capitalize on the Snobs’ keen eye for designer details and authority in high-end fashion. The brand will launch in handbags and extend into additional categories.


Caesars Interactive Entertainment (CIE) and Elvis Presley Enterprises, Inc., launched their first exclusive Elvis bingo room, Elvis Backstage, on Buffalo Studios’ Bingo Blitz on Facebook, mobile, and tablets. The new Elvis Backstage Room features custom Elvis room art, collectible items, daubers, as well as “The King” himself calling the bingo balls. Other fun features include Elvis trivia facts, Facebook photo wall art, and an Elvis Backstage scene that players build while completing the room.


Innovative Artists has brokered deals for Danny Seo for new licensed product that encapsulates the go-to eco-friendly lifestyle expert. This spring Votto Vines launched the Danny Seo Philosophy line of USDA certified organic wines. TRU Fragrances also worked with the eco guru to create the Danny Seo Reserve Global fragrance line, which launched on HSN in August with complementary ancillary products and additional scents planned for 2014.


The professional haircare brand Sexy Hair has named Marilyn Monroe as the brand’s ambassador. The multi-year partnership will also pay homage to the starlet’s iconic look with a marketing campaign and the launch of a special edition product later this year. The fully-integrated marketing program includes the use of Monroe’s name and photos across advertising, online, in-store, and public relations efforts. The deal was brokered by Authentic Brands Group, which manages Marilyn Monroe.




Reeder Brand Management recently added Chris Farley to its roster of clients. The agency also helped to broker a deal between Network Entertainment, a subsidiary of Network Media Group, Inc., and the Estate of Chris Farley under which Network will develop and produce a feature documentary on the life and legacy of the legendary comedian and actor.


The L’Oréal Luxe Group has launched a new online-only cosmetics line with beauty vlogger Michelle Phan. The new line, em michelle phan, features more than 250 SKUs created by Phan and her community of beauty lovers and experts. Hero products of the new line include the Life Palette, featuring refillable eyeshadow, cheek and lip colors, and the Great Cover Up concealer. em michelle phan will be sold exclusively online in the U.S. at, which features social e-commerce features designed to enhance the digital shopping experience. Customers can interact, provide feedback, and share tips with one another.


IMG client and tennis star Maria Sharapova’s brand Sugarpova launched a new accessories collection at the Henri Bendel flagship in New York City in August. Designed by Sharapova, the co-branded collection includes jewelry, bags, apparel, and cosmetics cases. The new accessories join an existing line of tennis-themed confections. Products are available on the Henri Bendel and Sugarpova websites.


kathy ireland Worldwide is collaborating with The RFA Group as its chief designer as well as launching her own kathy ireland line of footwear with the company. The expected launch of the kathy ireland royal footwear line is set for spring of 2015 and will include a full line of footwear categories.


Earlier this year, Brand Central was signed as its exclusive licensing agency by Cupcakes and Cashmere blogger Emily Schuman. Brand Central is currently working with Schuman to translate the Cupcakes and Cashmere brand into products that delivers Schuman’s point of view in a variety of categories. Schuman has collaborated with several leading fashion and beauty brands including Forever 21, Juicy Couture, Style Mint, and Coach. She is also the best-selling author of Cupcakes and Cashmere: A Guide for Defining Your Style, Reinventing Your Space, and Entertaining with Ease and currently serves as the exclusive guest blogger for Estée Lauder. .




Licensing Offers Edge in Saturated Infant Market BY


oday’s expectant moms consult blogs for the answers to parenting As private labels encroach on the territory of established brands, questions, much like their mothers perused Dr. Spock’s Baby and some classic brands are venturing into new arenas. Fisher-Price, for Childcare or Heidi Murkoff and Sharon Mazel’s What to Expect instance, has extended its name to a line of baby bath and body prodWhen You’re Expecting. Yet both seek the same thing—the very best for ucts. Lotions, cleansers, and shampoos, made of natural and organic their babies. Of course, makers of infant and preschool goods are happy ingredients, are specially formulated for specific ages from newborn to to oblige. But the market grows increasingly competitive with the entry toddler. The toy brand also appears on diaper bags and party goods. of new companies and a declining birth rate When purchasing apparel, linens, and (a number that fortunately appears to be other soft goods, parents often are drawn to flattening, according to the latest statistics). images that they liked as a child. “The averSo, how does a manufacturer distinguish its age first-time mom today is 25.6 years old,” products from the rest? The answer is says Reid Leslie, director for Disney Baby. licensing. Licensing can be a powerful tool “So if you count back 25 years, they grew up to grab the attention of new parents—a watching The Little Mermaid, Lion King, or respected brand can inspire confidence in Winnie the Pooh. They have nostalgia and the quality of an item or even arouse an great memories with that, so they wish to emotional connection. A beloved character share that by passing it on to their baby. It’s can serve as a basis for a coordinated look like our tag line says, ‘Creating magical in nursery décor. Naturally, the effectivemoments right from the start.’” ness of a property varies according to prodEvergreen and classic properties perform uct, but used strategically the right license well in the infant category, and retailers tend Disney’s Monsters, Inc.-themed nursery can provide a competitive edge. Designing to favor them. “From our experience, retaila licensing program with an awareness of changing demographics may ers are not necessarily sold on new properties for infants and understand open up previously unrealized opportunities. it’s about appealing to the parents with a brand they believe is right for Ann Schwartz, general manager of Tiny Love, says known brands can their baby or toddler,” says TJLG’s Joester. be an advantage. “When a first-time parent is going into a Babies “R” Us, Not surprisingly, the loveable characters of Sesame Street and the comit can be a very exciting yet overwhelming experience,” she says. “So, if pelling colors and designs of Eric Carle’s The Very Hungry Caterpillar sucthat parent can’t decide which item to choose, it’s likely to come down to ceed because of multi-generational appeal. In fact, both properties will be the known brand—feeling as if she’s buying a product that’s safe.” celebrating their 45th anniversary in 2014. Sesame Workshop has partnered Safety and quality are primary concerns when purchasing items such with Hasbro on Big Hugs Elmo, which is an Elmo that sings to the child and as strollers, car seats, furniture, and even toys. “Parents look for brands actually hugs them back. The iconic artwork of Eric Carle will be featured they trust, especially in categories that have had recalls,” says Debra on infant/toddler apparel, developmental products, home, and infant travel Joester, president of The Joester Loria Group (TJLG). “A number of goods in high-end and specialty stores, both in the U.S. and internationally. long-standing, trusted brands are meaningful to parents and grandpar- Peter Rabbit is another beloved character frequently found in nurseries. ents, which include Disney, Carter’s, Fisher-Price, Gerber, and Graco.” Infantino is licensing the most recent iteration of the Beatrix Potter classic But the landscape is starting to change, according to Joester. “Retailers from Nickelodeon and will be introducing plush, gyms, and teethers. including Walmart, Gap, Target, Babies “R” Us, and Whole Foods are Finding licenses that appeal to grandparents is smart business. This changing the way parents shop for brands, offering private label options generation of parents is surprisingly close to their own mothers and along with natural and organic products,” she says. fathers. According to Disney, approximately 72 percent of millennial par-



ents live within a 30-mile radius of their parents. “Those grandparents are very involved, essentially they’re another pocketbook in the family,” says Disney’s Leslie. “It’s not just once a year they send over a gift, they’re doing it all the time.” Also, as fathers become more involved with child-rearing, their preferences effect purchases for baby. “If Dad is making more of the decisions, he wants something that fits his style,” says Tiny Love’s Schwartz. “Dads tend to be more into gadgets and electronics. Mom is usually more into certain colors and styles.” To wit, companies are now reaching out to the daddy bloggers. “These influential voices celebrate fatherhood and provide another interesting perspective about their integral role in the parenting process,” says Lisa Mancuso, senior vice-president of global marketing at Fisher-Price. “You’ll see us increasing our integration of dads’ voice through our social channels in the coming years.” Recognizing dad’s role in buying toys for toddlers, Fisher-Price is introducing Power Wheels Corvette Stringray, featuring realistic body styling and detailing and the ability to travel 6 MPH. Step2 also has joined the speedster rally with a Corvette Toddler to Twin Bed, along with Corvette-themed bedroom accessories. However, the demographic that appears to offer the greatest potential are Hispanics. Currently they make up about 16–17 percent of the population, but account for 23 percent of the births, according to Disney. That figure is expected to be close to 30 percent by the end of the decade. Disney is actively wooing this group of parents. “We work with retailers to reach Hispanics,” says Reid. “We do a lot of digital targeting along with email blasts from the Disney company for this segment. Fortunately for us, this group over-indexes in their affinity for our company. Hispanics love and trust Disney.” The most famous infant of the year is no doubt Prince George. While his birth boosted sales of souvenirs and festivities in the UK, it has had a limited influence in the U.S. thus far. Although some experts predict that we may be seeing a few more babies named George. “I think the Royal Baby is just another touch point,” says Tiny Love’s Schwartz. “People find it exciting, but not necessarily aspirational. It’s not unlike when we see celebrity babies with products, it’s interesting, but it doesn’t actually draw consumers to buy.” Generally, the influence of a celebrity baby is limited to apparel, but in general, parents are looking for what works best for them within their budgets. With websites, blogs, targeted email blasts, and the like, it’s never been easier to reach young parents, and likewise it’s never been easier for parents to reach manufacturers. “The emotional aspects of parenting hasn’t changed, but the world in which it takes place is very different,” says TJLG’s Joester. But the goal is clear for parents and, to a large extent, the companies that provide goods for infants—let’s all work together to raise happy, healthy babies.

Retailers prefer to stock established infant brands, knowing parents and grandparents are more apt to purchase what they are comfortable with for baby. This assortment from Kids Preferred shows characters from The World of Eric Carle. The Eric Carle licensing program is managed by The Joester Loria Group.

This generation of dads is more involved than ever before. The influence of dads comes across in this Fisher-Price Power Wheels Corvette Stingray, shown above. Step2’s Thomas Train, below, is classic.



Infant & Preschool Products BY


Licensors and licensees in the infant and preschool category give moms, dads, and grandparents an opportunity to share their favorite characters, stories, and even cars with their favorite person in the world—the new baby. Licensed brands can also inspire confidence in new parents that a product is of high quality and safe for their infant. Below is a sampling of recent offerings in the infant and preschool category from a variety of licensors.


Fisher-Price and licensee A.D. Sutton & Sons have partnered to create the FastFinder Diaper Bag. Exterior pockets are designed and labeled for quick access to bottles, pacifiers, wipes, and diapers. Interior pockets organize other baby necessities, such as cups, snacks, and even a change of clothes. The pockets are labeled so secondary users, such as grandparents and day care providers, can easily locate and replace items.


Aimed at sports car-loving parents and kids, this toddler bed from licensee Step2 is modeled after the famed Corvette Z06. It features silver rims, realistic details, and working headlights that toddlers can turn on and off with a tap. When a toddler mattress is in place, children can play with the built-in racetrack. Crafted out of durable rotational molded plastic, the bed can be converted to hold a twin mattress. Step2 also offers a Corvette-style dresser, storage chest, and room organizer to complete the sports car-bedroom theme.


Toddlers, ages 2 and up, can play with their favorite train while enjoying theme parklike thrills with the Thomas the Tank Engine Up & Down Roller Coaster from Step2. This easy-to-use yet sturdy ride-on toy promotes hours of exercise and imaginative play.




Minnie and Mickey can soothe and feed baby with this collection of pacifiers, bottles, and training cups from NUK. The line is available at Babies “R” Us.


When a toddler hugs Elmo, Elmo will hug the child right back. Hasbro’s Playskool has partnered with Sesame Workshop to produce this cuddly 22inch lifelike plush toy with flexible arms and soft head. Along with a furry embrace, Elmo sings a sweet bedtime lullaby.


Fully updated for 2013, the Fisher-Price Imaginext DC Superfriends Bat Cave is a deluxe version of the ultimate superhero cave. It features a turn disk that reveals the Bat computer along with secret buttons to open the jail door and the bat door. Preschoolers can put Batman in a flight suit and launch the Batwing. The Fisher-Price toy also features a projectile launcher. An augmented reality app will also be available so kids can interact with the playset on a iOS handheld device.


Licensee Jaxxwear captures the distinctive colors and designs of the classic Eric Carle books in a line of infant onesies. Made of Pima cotton, the outfits will be available in sizes newborn to 12 months. A property that appeals to multiple generations, Carle’s classic A Very Hungry Caterpillar will celebrate its 45th year of publication in 2014.



Brand Licensing Europe COMPILED


Brand Licensing Europe (BLE) will get underway October 15–17 at The Olympia Grand Hall in London. This increasingly important show brings together all facets of the licensing industry. Featuring both classic brands and hot new properties from movies to TV to the web, the show offers a broad overview of what’s happening in the global marketplace. The following pages provide a small sampling of what attendees can expect.

Fremantle Kids & Family Entertainment

FremantleMedia Kids & Family Entertainment’s Tree Fu Tom, which launched on CBeebies last year, now has its own toy line (Flair-UK), which launched in February. Plans for the property are already underway for 2014 with 30 UK licensees, new episodes, and an expansive European consumer products roll out expected. Strange Hill High is a new series that uses innovative production techniques to reinvent a school drama, combining everyday classroom fun with the fantastical and the mysterious. The series, targeted to ages 6–12, is expected to launch next year tied to a retail roll out of Vivid Imaginations’ first toy range and nine licensees on board. Kate & Mim-Mim Kate & Mim-Mim, the new CG-animated preschool series produced and developed by Nerd Corps Entertainment, follows the adventures of Kate, who, together with her toy bunny Mim-Mim, travels to an imaginary world where Mim-Mim comes alive as a larger-than-life playmate. Kate & Mim-Mim is set to launch on CBeebies in the UK in 2014.

Entertainment One

Peppa Pig continues to increase its international footprint. Robust licensing programs are flourishing in the U.S. and Benelux and early signs look promising for merchandise programs in Russia, Central Eastern Europe, Canada, Greece, and Germany. Territories due to launch products in 2014 include Asia, Mexico, and Latin America. In the UK, eOne is gearing up for Peppa Pig’s 10th anniversary in 2014 with year-long celebrations and new product launches. Activity will span special packaging, retail initiatives, consumer events, digital marketing, and fresh broadcast content. eOne also acquired established U.S. lifestyle brand SO, SO Happy. It will build on the brand’s momentum to extend it into new territories worldwide. Simon’s Cat digital animated shorts first debuted in 2008 and now have more than 363 million YouTube views. With 120 global partners across gifts, stationery, plush, homewares, and apparel, eOne will work to secure new global licensees across multiple categories.




Fox Consumer Products EMEA

Fox Consumer Products EMEA will celebrate The Simpsons’ 25th anniversary in 2014 with a year-long program of new product launches and brand collaborations. Family Guy continues to build on its success with new retail and licensee partnerships. Sons of Anarchy and Diary of a Wimpy Kid are additional fastgrowing properties available for licensing, while plans for New Girl and Homeland are currently underway. The animated film franchise Ice Age will expand with publishing, theme park attractions, and live shows. New films for 2014 include Rio 2 in April, Book of Life in October, and Alvin & The Chipmunks will return in 2015.

Caroline Mickler Ltd.

Caroline Mickler Ltd. has been implementing the UK brand licensing strategy for The Beatles on behalf of Apple Corps Ltd. since 2003. The program has taken the multiple associations of The Beatles brand into numerous categories ranging from calendars, board games, cushions, and playing cards to slippers, fashion bags, and high-end heritage Tees. The latest success has been in a Tommy Hilfiger apparel range. Distribution has also grown into retailers ranging from Selfridges to Primark. UK product extension program has developed Yellow Submarine as an art and design-based property with both mass market and high-end appeal, covering categories including T-shirts, greeting cards, designer jewelry, and specialist prints. The launch of the official Fifty Shades of Grey lingerie line from BlueBella was announced. Mickler is now targeting sleepwear, apparel, beauty products, bedding, home furnishings, stationery, jewelery, and adult products. Mickler is building a licensing business for Tetris in the UK beginning with the first-ever Tetris costumes from the Morph Costume Co. The costumes come in a flat pack style and pop up into shapes quickly and easily. Boo—the World’s Cutest Dog has a growing number of licensing partners on board in the UK, including Blueprint Collections for stationery. Boo T-shirts and sleepwear are launching in a major retailer this fall.

Discovery Enterprises International

Discovery Enterprises International (DEI) will present its family-orientated franchises including its new female lifestyle brand TLC; branded-travel business Discovery Adventures; kids’ brands; Discovery Channel’s Explore Your World and Animal Planet. It will also showcase new commercial opportunities for Wheeler Dealers, Cake Boss, NY Ink, and Honey Boo Boo. In addition, Discovery 1985 will make its debut as a new lifestyle proposition inspired by the heritage of the channel particularly suited for opportunities in the apparel and accessories categories.


Beanstalk will work to expand the iconic American music brand Fender’s licensing footprint in Europe, building on the company’s identity as pioneers of all things music, securing agreements with best-in-class licensing partners to create high quality, music-centric products that reflect consumers’ passion for music and the Fender brand. In food and beverage, Beanstalk acquired two new clients: the Spanish tapas bar and restaurant chain La Tasca and the American style bakery, The Hummingbird Bakery. Beanstalk is looking to extend the La Tasca brand in key food categories inspired by head chef Antony Bennett’s most popular dishes. Additional partners will be sought in categories such as cookware, publishing, and gift items. The Hummingbird Bakery has become an authority on American-style baking in the UK, with five London-based bakeries and three cookbooks, which have collectively sold more than one million copies in the UK. Beanstalk will work to extend The Hummingbird Bakery into food and non-food categories. In June, Beanstalk launched its new digital subdivision Tinderbox. The division specializes in extending digital properties from social networks to interactive gaming, and all categories of apps including games, entertainment, and lifestyle. Beanstalk continues to expand the programs of its established clients, including all P&G brands. In automotive, Beanstalk will focus on existing programs for Jaguar, Land Rover, and Volvo. Its food and drink portfolio builds on relationships with existing clients Chewits and Jack Daniel’s. For fashion and celebrity, Beanstalk will continue to promote Aquascutum, Matthew Williamson, and Paris Hilton.



Brand Licensing Europe Bulldog Licensing

For the Plants vs. Zombies from PopCap, Bulldog Licensing has signed deals with Character Options for plush and toys, Penguin for publishing, Titan for a Plants vs. Zombies magazine, Magic Box for sticker books, Character World for homeware, A4T for digital peripherals, and GB Eye for posters. For the classic game show property Bullseye, Bulldog is targeting categories such as apparel, board games, and gifting as well as online and computer gaming. Camelot recently launched a scratch card program for the property. Sindy, the British fashion doll celebrates its 50th anniversary this year. The release of two style guides and relaunch of the Sindy website will mark the anniversary along with a licensing program that includes the Art Group for greetings, Poetic Gem for apparel, Helen Rochfort for handbags, Diabloskinz for skins for mobile phones, laptops and tablets, and Tonner Doll Company for high-end collectible dolls. Founded in 1969, Shoot has become one of the most widely read European football publications in the UK. Shoot news is accessible at and through its monthly digital issues, available on iPad and Android. In print, additional titles including the Shoot Handbook of Football is published each year. Its licensing program covers men’s gift, online games, and accessories as well as an apparel range from Poetic Gem. For DreamWorks Animation’s Dragons: Riders of Berk new animated series, airing on Cartoon Network UK, licensees include Spin Master for master toy, Aykroyds/TDP for nightwear and underwear, Winning Moves Games for branded Top Trumps cards, Grossman Toys for ride-ons and outdoor toys, and RMS for craft stationery. Bulldog is also handling licensing for Turbo, which is expected to make its theatrical debut in the UK this month. Bulldog will also present opportunities for popular evergreen brands from DreamWorks including Kung Fu Panda, Madagascar, and Shrek.

King Features

Archie Comics signed King Features Licensing to represent the iconic duo Betty & Veronica in all licensing, merchandising, and promotional efforts. Betty & Veronica will be supported in apparel, accessories, electronic accessories, stationery, and gifts. Earlier this year, a MAC cosmetics global advertising campaign featured Betty & Veronica. A deal with London-based fashion footwear company Charlotte Olympia followed. King will showcase its iconic Popeye brand across various categories and retail tiers, building upon high-end fashion collaborations with Dolce & Gabbana, Philipp Plein, and Iceberg. Popeye also has a global rollout of a non-wagering mobile slots game from Ludia. King will continue positioning Olive Oyl as a fashion muse targeting categories including apparel, accessories, health and beauty, cosmetics, haircare, yoga fitness apparel, and footwear. Both Popeye and Olive are featured in the LINE mobile app in Japan and Asia, coming soon to Germany and Spain. King will also tout Hagar the Horrible’s 40th anniversary, the ongoing classic strip reprint series from Titan Books, and Flash Gordon, which has apparel in both Topshop and Topman. Following on the success of Betty Boop’s global campaign for Lancôme Hypnose Star mascara, fashion label Joyrich launched a Betty Boop collection in the U.S. and Asia. King is actively developing new and unique styles for the property, best suited for younger fans.




Outfit7’s Talking Tom and Talking Friends are making their first appearance at BLE. Outfit7’s COO Alessandro Traverso and senior licensing director Angeles Blanco from Outfit7’s UK subsidiary will be on hand to provide updates on the company’s local and international licensing strategy, new plans going forward, and announcements from MIPCOM. Since its launch in 2010, the Talking Tom and Talking Friends franchise has become a global phenomenon hitting one billion downloads in June with more than 170 million active users each month. The franchise now extends beyond its apps, with a web series, YouTube singles, and a robust licensing program across all main merchandising categories including toys, apparel, accessories, publishing, and major DTRs such as food and beverage. Outfit7’s team continues to seek innovative licensing partners across many categories to expand into all territories.

DreamWorks Animation

With an ongoing, long-term commitment from DreamWorks Animation (DWA), the How to Train Your Dragon franchise is offering a steady stream of content and merchandise opportunities. Notable franchise components include television properties DreamWorks Dragons: Riders of Berk and the follow-up DreamWorks Dragons: Defenders of Berk (Cartoon Network UK), along with the upcoming theatrical releases How to Train Your Dragon 2 (2014) and How to Train Your Dragon 3 (2016). In support of the franchise, DWA will offer consumer products across all hardline and softline categories, including apps, toys, games, publishing, and more. There will also be location-based entertainment opportunities for character integration as part of the worldwide DreamWorks Experience. Postman Pat will make its film debut with a cast of all-star voices in the CG-animated 3-D film Postman Pat: the Movie. The film will be released by Icon/Lionsgate on May 23, 2014, in the UK, and via leading distributors worldwide, including Svensk Filmindustri (Scandinavia) and eOne (Benelux). The BBC broadcast has committed to airing the long-running Postman Pat series through 2018. New episodes from Postman Pat: Special Delivery Service will premiere on CBeebies through 2013 and roll out internationally in 2014. The TV series has been sold to broadcasters in more than 85 territories worldwide. Universal will be adding to its successful Postman Pat DVD catalog in the UK, with new releases in spring/summer 2014. The Postman Pat: the Movie DVD will hit shelves in fall 2014. Master toy partner Character Options reintroduced and extended the Postman Pat toy line this year. Where’s Wally? (Where’s Waldo) has sold more than 60 million books in 38 languages across more than 30 countries worldwide. Where’s Wally? continues to build on its success as a gaming franchise with the upcoming release of the third Wally app slated for a holiday 2013 release. Recent fashion collaborations have included Commes des Garçons, Havaianas, Warby Parker, and Vilebrequin. Wally has also been appointed the travel ambassador for New York City. The franchise’s international expansion continues with more than 120 licensees worldwide and new product launches across Europe, North America, and Asia. For more than 60 years, Noddy has been a beloved preschool character in the UK, and in France, where he is known as Oui-Oui. The Noddy publishing franchise has sold more than 250 million books worldwide and the latest series, Noddy in Toyland, is televised in more than 100 countries. The franchise has a programming library of more than 250 episodes. Noddy was acquired by DreamWorks Classics in 2012. A new CGI series is currently in development with French production company Gaumont Animation and Leslie Valdes, the co-developer, head writer, and producer of Mickey Mouse Clubhouse.



Brand Licensing Europe Universal Partnerships & Licensing

Universal Partnerships & Licensing (UP&L) will showcase a slate of properties available for licensing, retail, and promotional partnerships. Leading this year’s lineup is the spin-off to the Despicable Me franchise from Universal and Illumination Entertainment—Minions, which will open holiday 2014. Thinkway Toys has already signed on as the film’s worldwide master toy licensee. In summer 2014, Universal Pictures will continue the global exploits in the franchise built on speed, as Vin Diesel and Paul Walker lead the returning cast of Fast & Furious 7. James Wan is on board to direct this chapter of the film series, and Neal H. Moritz and Vin Diesel return as producers. 2015 will mark the long-awaited fourth installment of Steven Spielberg’s prehistoric actionadventure series with Jurassic World. Spielberg returns to produce, and Colin Trevorrow will direct the film, which will be shot in 3-D. Hasbro, which has been the master toy partner for each film in the franchise, will continue its partnership with the studio for Jurassic World.

Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is seeking worldwide licensing partners for the live-action film The Mortal Instruments: City of Bones. The film is about Clary, a seemingly ordinary teenager who discovers she is the descendant of a line of Shadowhunters, a secret cadre of young half-angel warriors locked in an ancient battle to protect our world from demons. The film began rolling out in theaters worldwide on August 21. North American promotions are handled by Screen Gems and Mister Smith Entertainment was charged with heading international promotions. In the CG-animated family film Cloudy with a Chance of Meatballs 2, inventor Flint Lockwood thought he saved the world when he destroyed his machine that turned water into food. But his invention survived and is now creating “foodimals.” Flint and his friends must battle hungry tacodiles, shrimpanzees, hippotatomuses, cheespiders, and other foodimals to save the world, again. Opportunities for worldwide licensing and promotions are available. The film’s worldwide release is going on now through February 26, 2014. Sony has reimagined the classic film Robocop, and is seeking worldwide promotional partners for the live-action film. The year is 2028 and multinational conglomerate OmniCorp is at the center of robot technology. Their drones are winning American wars around the globe, and now they want to bring this technology to the home front. Alex Murphy is a loving husband, father, and good cop doing his best to stem the tide of crime and corruption in Detroit. After he is critically injured in the line of duty, OmniCorp utilizes their remarkable science of robotics to save Alex’s life. He returns to the streets of his beloved city with new abilities. The film is rolling out in theaters worldwide on February 7, 2014. In The Amazing Spider-Man 2, between taking out the bad guys as Spider-Man and spending time with his love interest Gwen, high school graduation can’t come soon enough for Peter Parker. Although he hasn’t forgotten the promise he made to Gwen’s father to protect her by staying away, it’s a promise he just can’t keep. But things will change when the new villain Electro emerges, his old friend Harry Osborn returns, and Peter uncovers new clues about his past. The film is expected to open in the U.S. on May 2, 2014, with an international release date of April 17—May 2, 2014. SPE is seeking worldwide promotional partners. Sony has also set the U.S. release of The Smurfs 3 for July 24, 2015, with an international release schedule for July 2015. SPE seeks worldwide promotional partners and North American licensees. International licensing is handled by IMPS.



Warner Bros. Consumer Products

On the heels of Man of Steel’s theatrical release worldwide, plans are underway for Warner Bros. to bring together Batman and Superman for the first time on the big screen. An anticipated release date is set for summer 2015. The latest installment of the Batman Arkham video game series, all-new animated series Beware The Batman, and the comedy-action show Teen Titans GO will form part of Warner Bros. Consumer Products’ (WBCP) BLE presentation. It will also update the industry on its DC Hello Kitty partnership with Sanrio. WBCP is seeking partners in anticipation of tent pole films Godzilla (May 2014) and the final installment of The Hobbit Trilogy, The Hobbit: There and Back Again (December 2014). WB Studio’s television properties will provide major commercial opportunities as preparations are made for the 20th anniversary of Friends in 2014. Meanwhile The Big Bang Theory continues to maintain support from its retailers and licensees. Evergreen brands such as Scooby-Doo, Looney Tunes, Tom and Jerry, and The Wizard of Oz, which celebrates its 75th anniversary in 2014, will also be featured.

American Greetings Properties

American Greetings Properties has many new initiatives planned for the U.S. and abroad. The Care Bears; Strawberry Shortcake, which recently introduced new character Huckleberry Pie; and Holly Hobbie serve as the cornerstone brands for AGP. Newer properties such as Boofle, a pup made out of grandpa’s sweater that appeals to a wide demographic; Packages from Planet X, a comical mystery targeted at boys 7–11; and The WotWots, a preschool property that focuses on brother and sister aliens as they explore their new surroundings on Earth, round out the portfolio.

The Jim Henson Company

The Jim Henson Company will continue to expand the global reach with new consumer products initiatives for key brands, including Doozers, Pajanimals, Dinosaur Train, and Sid the Science Kid. Additionally, The Jim Henson Company will showcase new preschool brands Elias and Driftwood Bay at BLE under Henson’s third party distribution and consumer products label, HIP (Henson Independent Properties). HIP acquired Elias from Animando in Norway and now holds the media distribution rights of the allnew series Elias: Rescue Team Adventures and global consumer products rights to the Elias property. Elias, the little rescue boat, first gained popularity as a children’s picture book in Norway in 1999 and debuted as a TV series in 2005. The new CGI-animated preschool series is currently in production at Caoz Animation in Iceland and Norwegian Broadcasting (NRK) has already committed to airing 52 new episodes beginning in spring 2014. Elias’ existing licensing program already offers a wide range of merchandise and products, including toys, book publishing, mobile apps, music, games, water safety products, fishing gear, clothing, food products, and more. HIP also secured the global consumer products rights (excluding the UK and Ireland) to Sixteen South’s new mixed media animated preschool series, Driftwood Bay. HIP will develop a global consumer products program for the brand. It has served as the exclusive worldwide distributor for the TV series since January 2013. Season one is slated for spring 2014. International broadcasters currently on board to air the series include ABC Australia, Nickelodeon (UK), RTE (Ireland), and Sprout (U.S.)






The toy industry will once again converge in Dallas for the Toy Industry Association’s Fall Toy Preview. The industry remains

challenging as families continue to recover from the recession, kids spend more of their playtime on tablets and other mobile devices, and brick-and-mortar retailers struggle to bring consumers into stores. Yet numerous products will be introduced for 2014 and 2015 that will

defy the odds and break through to capture kids’ attention. Here is just a sample of some of those items that will be on display in Dallas as well as in Los Angeles during the West Coast’s unofficial “October Toy Fair.”


EB Brands introduced the R/C Extreme Hero this fall. Utilizing state-of-the-art technology, the scale-sized, 19-inch fully detailed Iron Man R/C Extreme Hero set flies more than 200 feet in the air. The easy-to-use 2.4 GHz controller puts fans in the pilot’s seat to perform dives, climbs, and smooth banking turns. The R/C is sculpted in durable reinforced foam and features a patented steering mechanism. The Extreme Hero charges through a connecting adaptor and comes with a rechargeable lithium polymer battery, which takes the industry standard of approximately 45 minutes to charge for seven minutes of flight time. The remote requires six AA batteries, which are not included. This is designed for ages 8 and up and for outdoor use only.



In 2013, Wicked Cool Toys launched with products featuring World Wrestling Entertainment (WWE), The Wiggles, and Teenage Mutant Ninja Turtles licenses. Wicked Cool Toys is expanding its WWE collectible novelty, roleplay, and electronic product line for fall 2014. The WWE Superstar toy line for spring 2014 is expected to include Superstar Bands, ThumbPERS, Unchained Key Chains, Microphone Key Chains, Superstar Banks, Echo Microphone, and a Big Talker Microphone. Wicked Cool Toys will announce new categories and licensing agreements during this month’s Fall Toy Preview.

Moose Toys is launching two new brands this fall: The Zelfs, a line of quirky, collectible mini dolls with a focus on hair play, and Glitzi Globes, an activity toy that lets girls create their own miniature snow globes. Both brands are poised for continued growth in 2014 and Moose will be focusing on each line’s extension. These lines join Trash Pack and Micro Chargers in the company’s growing portfolio. Following the global success of The Trash Pack in 2011 and 2012, Moose put a new spin on the brand and introduced two new ways for children to play with their Trashies in 2013, including Trash Wheels, which is a collection of Trashies on wheels, and UFT, which are spinning Trashies that battle. These brands, as well as the core Trash Pack product line, will expand in 2014 along with Moose’s already extensive Trash Pack licensing program, which includes console gaming, books, games, apparel, candy, and more.




The Teenage Mutant Ninja Turtles Frozen Treat Maker from Little Kids allows kids to create their own tasty, healthy, snack-alternatives using items parents already have at home. It works with frozen fruit, yogurt, juice, frozen vegetables, and more. Kids drop frozen cube-sized items into the sewer pipe-shaped plunger and crank the handle. As they turn the mechanism, a frozen concoction extrudes out of the front opening. It is recommended for ages 4 and up.


Basic Fun is expanding with more novelty keychains and classic toys reimagined for a new generation for 2014. The company is adding more items to the Fisher-Price Classics and ViewMaster lines. The Fisher-Price Classic Toys See ’N Say The Farmer Says, which was originally introduced in 1965, will be reintroduced featuring the 12 different animals and their sounds. New Fisher-Price View-Master Viewers and reels packs will be added to the View-Master line. The newest character is Elmo. This Sesame Street Viewer features Elmo and his Sesame Street friends spending a day at the zoo. The Star Wars View-Master line will also get a new character viewer, featuring a Stormtrooper. The Stormtrooper Viewer comes packed with a set of three reels featuring the best scenes from Star Wars Episode IV. Basic Fun, in partnership with Hasbro, announces the introduction of Lite-Brite. Beginning fall 2014, Basic Fun will be reintroducing Lite-Brite with fresh new features including fun shaped pegs. Together the new enhancements and peg shapes will take the creative play to a whole new level.


The Bridge Direct recently signed a license with the WWE for a line of construction toys, which is expected in stores in spring 2014. Targeted to WWE fans ages 6 and up, these WWE construction toys mark the first time the sports entertainment franchise will be represented in the construction toy category. The comprehensive toy line brings WWE’s events and superstars to life. The Starter Sets come with one Superstar figure and a small build. The Vehicle Sets include one superstar figure with his unique customized vehicle, along with accessory builds that can be played with solo or as an accessory to the ring playset described below. The Train ’n Rumble Playset comes with Sheamus and Rey Mysterio figures and features real working punching bags, wrestling dummies, a weight bench, and more. The key item in the line is the StackDown Ring Playset where kids can recreate all the action and build a new experience every time. The Ring playset comes packed with accessories including real working ring ropes, a Jumbotron screen, TV cameras, a referee figure, and two superstar figures—John Cena and The Miz.

WWE’s The Undertaker




K’NEX is offering an extensive line of products in its Super Mario line. K’NEX Super Mario: Mouse Attack Building Set, for ages 8 and up, includes a Cat Mario figure, Mouse enemy, clear warp pipe, coins, jump panel, and a pop-up flag. Kids can build Cat Mario and battle mice. K’NEX Super Mario: Layer Cake Desert Building Set has kids, ages 8 and up, building Fire Mario and traveling through a desert course. The set includes Fire Mario figure, Waddlewing figure, Pokey, stone eye statue, sand geyser, warp pipe, coins, jump panels, and a pop-up flag. K’NEX Super Mario: Freezing Rain Tower Building Set, for ages 8 and up, includes the Ice Mario figure, Dry Bones figure, ice bombs, huge icicles, jump panels, coins, and pop-up flag. K’NEX introduces its Family Guy Line of figures, which includes the following. K’NEX Family Guy Figure Two Packs feature three different collectible combinations. There is Peter & Chris; Brian & Megan; Stewie & Lois, for ages 8 and up. In the K’NEX Family Guy: Stewie & Time Machine Building Set, kids ages 8 and up, can build Stewie and his time machine with the included 146 parts. K’NEX Family Guy: Peter & Station Wagon Building Set has 110 pieces and is designed for ages 8 and up.




Tara Toy expands its arts and crafts product line featuring Disney and Mattel licenses. The Monster High line will see the addition of the following items. The 3-D Wall Decal Activity kit allows kids to decorate the two 36-inch character clings with dimensional stickers and fabrics, which are included with the set. Ghoul & Glamour Fashion Designer allows kids to create fabric fashions for four Monster High characters. The set includes four ghoulish Monster High paper dolls with stands, three sheets of pre-cut fabric fashions, fabric embellishments, markers, glitter glue, and gem stickers.

The Color ’N Style Light Up Activity Journal is a 60page Monster High-themed journal with activity pages and a light-up cover. Kids can customize the cover by using the included glittery stickers, gel pen, and markers. The Color ’N Style Fashion Purse Activity allows kids to design their own purse using the included markers and gem stickers. Tara Toy’s new line of Disney’s Sofia the First activities will include Magical Light Up Jewelry that allows kids to design jewelry without any hard-to-use strings or cording. A special feature includes a light-up charm with six mixand-match character charms. Simply press down on the charm and watch it illuminate. The Create ’N Display Name Banner allows kids to make their own name banner for their room. Display the banner on the ribbon provided with clothes pins that adhere to the wall. The Color ’N Play Dress Up Paper Doll is one large 38-inch character that can be dressed up with fashions that simply tab into slots on this giant paper doll. It can be decorated using the assorted sticker embellishments.

McFarlane Toys is creating a line of Rabbids figures, playsets, and novelty toys based on Ubisoft’s Raving Rabbids video game franchise and the new 26-episode CG-animated television series Raving Rabbids, which debuted on Nickelodeon in August. The extensive toy line is expected to be on shelf in May 2014. The Rabbids four-inch figures will feature sounds and/or actions from chicken egg launching to faceplunging action. Each highly detailed figure will feature four different iconic Rabbids in each series line. The image shown here is Plunger Face. The collectible Rabbids two-inch figure six-pack sets feature Rabbids doing their wackiest antics. Each set includes a “high-value” figure. The Rabbids six-inch Customizable Figure with assorted interchangeable accessories shows the crazy antics of Rabbids.



Earlier this year, The Wish Factory signed a license for A&E’s TV series Duck Dynasty. The Wish Factory will debut an assortment of items starting with The Duck Dynasty Deluxe Animatronic Talking Duck. It is button-activated, featuring 12 phrases from the TV show. Additionally, the duck’s head, mouth, and tail all move in sequence to ZZ Top’s hit songs “Legs” and “Sharp Dressed Man.” The latest teen star Austin Mahone will be available as a Life Size Standee. The 17-year-old’s latest single “What About Love?” surpassed 1 million YouTube views in 48 hours. This year, he was named an MTV Artist to Watch. Following his appearance on Taylor Swift’s Red Tour, and in anticipation of his debut full-length album and headlining U.S. tour, he continues to dominate social media. The Wish Factory has created a broad line of products for Austin Mahone.

Techno Source, a division of LF Products (a Li & Fung company), will be expanding its license with the National Football League (NFL). Techno Source introduced NFL Rush Zone this year and is introducing two new games officially licensed by the NFL for 2014. NFL Rush Zone Blitz brings frenetic no-huddle football right into your home. This fast-paced family board game puts two teams head-to-head as they move the football down the field and into their opponent’s end zone. Players roll the dice at the same time, advancing the football token toward their goal only when doubles are rolled. When the football reaches an end zone, a touchdown is scored. The first team to score five touchdowns wins the game. The game includes a football field game board, six dice, and 32 NFL team football tokens. It is designed for ages 6 and up. The NFL Rush Zone Flick ’n Kick Board Game challenges players to test their skills at kicking through the uprights in two different games. In game one, players take turns kicking field goals, starting at the 20-yard line. If a kick is good, the player kicks the next field goal from the 30-yard line, adding 10 yards after each successful kick. Players who miss three kicks are eliminated and the player to kick his football from the furthest distance is the winner. Game two is similar to the game of “H-O-R-S-E,” but in this version players want to avoid spelling “R-U-S-H.” Players take turns kicking field goals from any position on the game board. If a player kicks a goal, the other players have to make the same kick or earn a letter. Players who spell out “R-U-S-H” are eliminated until one player remains and wins the game. It includes a football field game board, field goal post, and 32 NFL team football tokens. The game is designed for ages 5 and up.






DreamWorks Animation has named Marjorie Cohn as its first-ever head of television, overseeing the production and development for DreamWorks Animation’s television efforts. A 26-year veteran of Nickelodeon, Cohn most recently held the role of president, content development. Cohn and her team will be responsible for the development and production of 1,200 new original episodes over the next five years. This production slate will feature TV series that are based on DreamWorks’ current franchises, future films, and the most popular heritage properties from Classic Media. DreamWorks previously announced production and distribution agreements with Netflix and Germany’s Super RTL earlier this year. Joining Cohn as head of television production is Mark Taylor, who was most recently at the helm of Nickelodeon Animation Studio. Peter Gal, the DreamWorks Animation executive who oversees creative on DreamWorks’ Dragons: Riders of Berk and Turbo F.A.S.T., rounds out the new leadership group as head of television development. Prior to his three years as vice-president of production at 20th Century Fox, Gal spent five years at Nickelodeon, developing animated programming including the DreamWorks Animation-inspired Penguins of Madagascar. Dawn Taubin joins DreamWorks Animation as chief marketing officer. Taubin, who most recently held the role of president of marketing for Warner Bros., will head all marketing for the studio including theatrical, television, and global brand initiatives. DreamWorks Animation has named Paul Kurzawa to the newly created position of head of retail development and entertainment. Kurzawa previously served as COO for Caruso Affiliated, overseeing all aspects of the company’s diverse portfolio of real estate assets, including The Grove in Los Angeles. In his new role, Kurzawa will be responsible for the company’s worldwide retail brand development and integration initiatives. Separately, Anne Globe, CMO and 17-year veteran of DreamWorks, resigned from her position to reportedly start her own consulting business.





Warner Music Group (WMG) announced the promotion of Sara Nemerov to senior vice-president and head of global consumer products and brand licensing. Her responsibilities include overseeing the consumer products and brand licensing strategy for the company as well as developing retail partnerships and new product lines in collaboration with WMG’s iconic labels and its artists. In addition, Nemerov has grown her department by hiring two additional licensing managers. Alana Schnee, who previously held roles at Brand Squared Licensing and Estée Lauder Company, will work on soft goods such as apparel, accessories, footwear, cosmetics, and home textiles. Katie Reilly, who joined from the National Basketball Association, will be helping build international licensing activities and work on hard goods such as food and beverages, home furnishings, sporting goods, and toys/games. Nemerov joined WMG in 2009. Prior to joining WMG, she was with The Trump Organization.



FremantleMedia North America (FMNA) has promoted David Luner to the newly created position of executive vice-president, brand partnerships and franchise management. The appointment was announced by Thom Beers, CEO, FremantleMedia North America to whom Luner now reports. In his role, Luner will oversee all of FMNA’s ancillary businesses including digital, integrated marketing and brand partnerships, licensing, live events, and various elements of business development. Luner has held a number of positions within FremantleMedia, including his most recent role as executive vice-president, digital and licensing for the former FremantleMedia Enterprises Group.



Sands Expo Center

Las Vegas


Dubai International Licensing Fair

Dubai World Trade Centre



17–19 20–21 23–24


PLMA Private Label Show

Expo Licensing Latin America Chicago Toy & Game Fair


Las Vegas Convention Center Rosemont Convention Center Centro Mexico City

Navy Pier

Las Vegas Chicago

Mexico City Chicago


International Halloween Show

Halloween Tower


Hong Kong Toys & Games Fair

Hong Kong Convention & Exhibition Centre Hong Kong


Sports Licensing and Tailgate Show

Las Vegas Convention Center


14–17 21–23 25–28


International CES SHOT Show

The Toy Fair

Halloween & Party Expo

Spielwarenmesse International Toy Fair


New York City

Las Vegas Convention Center

Las Vegas

Olympia Grand Hall


Sands Expo & Convention Center

George R. Brown Convention Center

Nuremberg Exhibition Center

Las Vegas Las Vegas Houston


NY Now (formally NYIGF)

Jacob Javits Convention Center

New York City


Playworld Middle East

Dubai Int’l Convention & Exhibition Centre



Halloween & Attractions Show

America’s Center



MARCH 12–14 15–18 24–27

APRIL 7–10 8–10

Kidscreen Summit

American International Toy Fair

Global Pet Expo

Int’l Home & Housewares Show Bologna Children’s Book Fair MIPTV

London Book Fair



Hilton New York

Jacob Javits Convention Center

New York City New York City

Orange County Convention Center


Bologna Fair Centre


Palais des Festivals


McCormick Place

Earls Court


St. Louis



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9/25/2013 12:35:28 PM

Royaltie$, October 2013  

Royaltie$ is a monthly magazine highlighting the hottest trends in the licensing industry.