Table of Contents
June 2011 volume 6, no. 6
features
departments
on this page
26 LEgO’s Success Strengthens
4 Observations & Opinions
(left to right) Ludorum’s Chuggington, Rovio’s Angry Birds, which is managed by Striker Entertainment for licensing, Voltron classic from Classic Media, Cartoon Network’s Adventure Time, Cloud B’s Pink Twilight Ladybug, Alex’s My Busy Town, and Hasbro’s Kre-O Transformers Optimus Prime in robot mode
Construction Category
by Chris Adams
28 Construction: Product Presentation by Chris Adams
30 Everyone’s A gamer—
Even If They Don’t Know It
by Laurie Leahey
32 video games: Product Presentation by Laurie Leahey
34 Specialty Emporium: Out of the box by Jennifer Lynch
36 ASTrA Showcase compiled by Chris Adams
48 Licensing Show Highlights the Active Summer of 2011
by Chris Adams
50 Licensing Show 2011 compiled by Laurie Leahey and Jennifer Lynch
6 Sizzlers 8 Specialty Sizzlers 10 The Ticker 12 Entertainment Marketplace: Build-A-Bear Workshop 14 Merchandise Makers: Round 5 16 Industry Forum: TIA 18 Industry Forum: ASTRA 20 Industry Forum: Design Edge 22 Industry Forum: BFG Communications 24 Industry Forum: Shopatron 64 You’re Hired 66 Calendar of Events
on the cover LEGO’s Cars 2 Ultimate Build Lightning McQueen and Nintendo’s newest handheld, the 3DS, which lets players play 3-D video games without the use of special glasses. COvEr bY
DESIgn EDgE
ObservatiOns & OpiniOns
WWW.ANBMEDIA.COM
From PlayCon to Licensing Show BY
BOB GLASER
L
ast month I attended PlayCon. It’s the Toy Industry Association’s newly named annual industry gathering, which took place for several days in Arizona. The conference featured social gatherings as well as various meetings and presentations. Some presentations were motivational speakers, others were panelists discussing pertinent issues related to the toy industry.
This year, PlayCon featured several breakout sessions. There was a lot of talk specifically about social media. Social media is a place where aNb Media is deeply entrenched. Last month in this space I wrote about how powerful social media has become in today’s world and how most toy companies have been slow to adapt to, and utilize, social media as part of their marketing campaigns. Several presentations at PlayCon featured statistics about how more buying decisions are now based on word of mouth. More of today’s moms are relying on social media, and recommendations gleaned from these sources, to influence purchases. In question-and-answer sessions, several people raised the expected return-on-investment (ROI) concern. How can a toy manufacturer quantify money invested in social media? How does it drive sales? It may be very hard to say that $100,000 invested in a social media campaign will result in a $1 million or even $10 million increase in sales. Yet, social media is here to stay. It’s becoming more influential and, yes, more invasive, with each passing day. And you will see ROI—even if it doesn’t happen overnight. On our consumer website TimetoPlayMag.com we offer a variety of ways to reach moms through social media. Connect through the Time to Play Facebook page, the weekly Time to Play Live game show on Twitter, or by visiting TimetoPlayMag.com. We are helping toy companies promote their products through social media. We invite you to visit our various destinations to see how it’s working for others. Email me at bob@anbmedia.com to discuss cost-effective opportunities. Switching gears a bit, this month’s main attraction is Licensing Show in Las Vegas. 2011 looks like it will be a banner year for licensed toys, specifically movie-licensed toys. Pirates of the Caribbean: On Stranger Tides recently opened to huge box-office
PUBLISHED
BY ANB
MEDIA • Volume 6, Number 6
PUBLISHER BOB GLASER BOB@ANBMEDIA.COM ASSOCIATE PUBLISHER ANDY KRINNER ANDY@ANBMEDIA.COM ADVERTISING MANAGER DONNA MOORE DONNA@ANBMEDIA.COM CONTROLLER MARY GROGAN MARY@ANBMEDIA.COM EDITOR IN CHIEF JIM SILVER JIM@ANBMEDIA.COM EDITORIAL DIRECTOR NANCY LOMBARDI NANCY@ANBMEDIA.COM MANAGING EDITOR CHRIS ADAMS CHRISA@ANBMEDIA.COM EDITOR AT LARGE CHRISTOPHER BYRNE CHRISB@ANBMEDIA.COM EDITOR LAURIE LEAHEY LAURIE@ANBMEDIA.COM ASSISTANT EDITOR JENNIFER LYNCH JENNIFER@ANBMEDIA.COM WEB MASTER ERIK KIECKHAFER ERIK@ANBMEDIA.COM WEB CONTENT MANAGER BRENDAN SANABRIA BRENDAN@ANBMEDIA.COM CONTRIBUTORS MARK GRONDIN; KATHLEEN MCHUGH; KEVIN MEANY; MATT NUCCIO, MATT@DESIGNEDGE.NET; TIA STAFF
numbers. More movies with licensed goods are slated for release throughout the year. The next, most notably, is Cars 2. While performing well at the box office is not a guarantee that product will move off retail shelves, it certainly helps to have millions of people, especially children, familiar with the characters. Recently, I have been hearing from some toy manufacturers that licensing toys from popular movies has gotten too expensive and too risky. The window in which to sell toys from a movie is only open for so long before it slams shut. While this is true, if the characters truly resonate with kids, they will still want to purchase, and play with, the toys long after the movie has left the box office. The best example of this is the Disney/Pixar property Cars. Since it hit screens in 2006, it hasn’t even needed a movie to sell a ton of product. Lastly, I look forward to seeing everyone at the ASTRA Marketplace & Academy starting June 19 in Anaheim, Calif.
4 TOYS & FAMILY ENTERTAINMENT JUNE 2011
PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH LITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030 (201) 222–9118 EXT. 13 • JWELCH@LITZKYPR.COM INTERESTED IN A SUBSCRIPTION? CONTACT SUBSCRIPTIONS@ANBMEDIA.COM ANB MEDIA, INC. 229 WEST 28TH STREET, SUITE 401, NEW YORK, N.Y. 10001 PHONE: (646) 763–8710 • FAX: (646) 763–8727 TOyS & Family EnTErTainmEnT is published eight times per year by aNb Media. Copyright 2011 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. TOyS & Family EnTErTainmEnT and SPECialTy EmPOrium are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.
SizzlerS
Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders? Here is an alphabetical listing of the hottest-selling items in the toy industry, based on a combined survey of both offline and online retailers, reflecting the previous month’s sales. Kid-Tough Digital Camera
Power Rangers Samurai Deluxe Megazord
Mini Lalaloopsy
Thor Lightning Hammer
Angry Birds Plush with sound Commonwealth APPles to APPles Mattel BeyBlAde MetAl Fusion hasbro CArs 2: die-CAst AssortMent Mattel Kid-tough digitAl CAMerA Fisher-Price lego ninjAgo AssortMent lego lego stAr wArs AssortMent lego Mini lAlAlooPsy doll AssortMent MgA entertainment
6 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Monster high doll AssortMent Mattel Power rAngers sAMurAi ACtion Figure AssortMent Bandai sCriBBle & write leapFrog squinKies Blip toys steP2 wAterwheel PlAy tABle step2 thor lightning hAMMer hasbro trAnsForMers: dArK oF the Moon AssortMent hasbro Zhu Zhu PuPPies Cepia
Specialty SizzlerS
Specialty Sizzlers: What’s Moving Off Store Shelves in the Specialty Market? TOYS & FAMILY ENTERTAINMENT continues its monthly poll of individual specialty retailers. Rather than polling retailers nationwide, this month we asked TOY HOUSE & BABY TOO’S Phil Wrzesinski for the current top sellers. Listed below, in alphabetical order, are what consumers recently purchased in store as well as online at TOYHOUSEONLINE.COM. TOY HOUSE & BABY TOO is located in Jackson, Mich., where it has 30,000 square feet of selling and warehouse space. The store opened in 1949 and has been in business for three generations.
4M SCIENCE KITS • TOYSMITH “These are the perfect size, price, and lessons for homeschoolers,” says Phil Wrzesinski of Toy House & Baby Too. “We even have science camps that have ordered these by the case.”
Twilight Ladybug
CALICO CRITTERS
• INTERNATIONAL PLAYTHINGS “These are always a strong item for us,” he says. “The families were especially popular at Easter, which has kicked off a mini-resurgence.”
DJUBI
•
MOONRACER
INDESTRUCTIBLE BOOKS
• WORKMAN PRESS “These are made out of virtually indestructible material,” Wrzesinski says. “These books are hands down our best-selling titles, even though they don’t contain a single word! Parents love the fact they are rip-proof, chew-proof, and waterproof. And making up stories to go with the pictures makes these an excellent parent/child interactive item.” Zoobies Blanket Pets
KLUTZ LINE
OF BOOKS • KLUTZ “One of my Phil’s Top 10 Toys. We have seen fabulous sell-through across the line,” he says. “The juggling book continues to be one of our consistent best-sellers.”
PLAYMAT ASSORTMENT
•
NEAT-OH!
SUNNY PATCH TOYS
•
MELISSA & DOUG
TWILIGHT TURTLE
AND LADYBUG • CLOUD B “This is the single best-selling item in the store,” he says. “It helps to have a dark room for showing it off—we use our men’s bathroom.”
WHITE MOUTAIN 1,000-PIECE PUZZLES • WHITE MOUNTAIN “With the economy the way it is, puzzle sales have picked up dramatically,” Wrzesinski says. ZOOBIES BLANKET PETS • ZOOBIES “A beneficiary of all the Pillow Pets advertising, our Zoobies are flying off the shelf, especially when the customer sees that it comes with a blanket and is well made,” he says. 8 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Calico Critters Treehouse
THE TICKER
A Recap of Industry Headlines For More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts The symbol to the left is a special type of bar code called a QR code. If you have a QR code app installed on your smartphone (there are many free versions available), snapping a picture of the code to the left will direct your phone’s internet browser to www.aNbMedIa.coM where you can read the latest industry news, sign up for free weekly news blasts, access the content of Toys & Family EnTErTainmEnT, and much more.
Mattel to Fund ReseaRch PRojects about Play Mattel announced that it would fund four university research projects focused on the impact of play in children’s early development. The Mattel Play Research Grants recipients will explore a wide range of play-focused topics over the next 12 months, including the impact of play on creative thinking, problem solving, and the development of language, social, and cognitive skills. The first four inaugural grants have been awarded to Anna Shusterman, Ph.D., Hilary Barth, Ph.D., and Emily Slusser, Ph.D., of Wesleyan University; Ted Hutman, Ph.D., of University of California Los Angeles; Susan Menkes, M.A., of Claremont Graduate University; Kathy HirshPasek, Ph.D., Kelly R. Fisher, Ph.D., and Kuba Glazek, Ph.D. candidate, of Temple University; and Roberta M. Golinkoff, Ph.D., of University of Delaware. The Wesleyan University “Understanding the Power of Play: Study” will focus on assessing the cognitive benefits of independent, self-directed play with toys. University of California Los Angeles’ “Mother-Child Play Interactions with and without Toys: The Impact of Toys on the Development of Language, Social, and Cognitive Skills: Study” will examine the benefits of toy play and will identify mechanisms of change in motherchild interactions during a critical stage of development. The Claremont Graduate University “The Influence of Play Platform, Age, and Executive Functioning Skills: Study” will investigate the impact of playing with emerging play platforms on children’s comprehension of material, as well as the extent to which executive functioning skills contribute to children’s comprehension. Temple University’s “Exploring Contextual and Play Material Constraints on Creative Thinking and Problem Solving in Early Childhood: Study” will explore the impact of play-based (free play, guided play) and didactic instructional approaches on children’s problem solving and creativity, as well as examine how toy structure during free play influences children’s play behaviors and creative problem solving.
disney stoRes to exPand Disney Store announced that it plans to open its interactive concept stores in more than 40 locations this year. The company says that by the end of 2011, it will have 60 new concept stores in 16 major markets in North America and eight countries. New and remodeled Disney Store locations to open throughout the fall and winter of 2011 include: • Disney Store’s Florida Mall location in Orlando will be remodeled this fall with the new design, and Pembroke Lakes Mall in Pembroke Pines, Fla., will open an allnew location. • Locations in Canada’s West Edmonton Mall in Edmonton, Alberta, and Southcentre Mall in Calgary will open this fall. • Kenwood Towne Center in Cincinnati will receive the first newly designed Disney Store in the state of Ohio.
10 TOYS & FAMILY ENTERTAINMENT JUNE 2011
• Texas will celebrate the opening of Disney Store locations at La Plaza Mall in McAllen and Houston Galleria in Houston. • The first newly designed Disney Store in Missouri will open at the St. Louis Galleria. • California will get two new locations this fall with stores opening in the Galleria at Roseville in Roseville and Westfield Fashion Square in Sherman Oaks, Calif.
Thinkway Toys inTroduces L azer sTunT chaser
Lazer Stunt Chaser
Thinkway Toys’ new Lazer Stunt Chaser line includes remote-control vehicles that chase after a light beam that is projected from their remote control. The 1:32-scale dual-sided vehicles feature a different design on each side, and can be driven with either side facing up. The cars are designed to exhibit speed, agility, and control and to perform flips, stunts, and jumps. Each of the Dragonfire and Flameout sets includes a Lazer Stunt Chaser car with a built-in rechargeable battery, battery deck charger, wireless infrared remote control, stunt ramp, and instruction guide. Two accessory items are also available— Lazer Stunt Chaser Double Roll Turbo Jump Stunt Zone and the Lazer Stunt Chaser Cyclone Force Stunt Zone.
Luken and cLassic Media To L aunch new neTwork Luken Communications, an owner and operator of television broadcast stations in the U.S., has teamed up with Classic Media to create a new network called PBJ. PBJ will bring iconic characters and shows from the 1950s, ’60s, ’70s, and ’80s to television nationwide, 24 hours a day. PBJ is set to launch this summer with titles from Classic Media’s portfolio including The Archie’s, Mr. Magoo, The Lone Ranger, Gumby, Fat Albert and the Cosby Kids, and more. Luken will make PBJ available to broadcasters, cable, and satellite.
asTra coMMissions web shopping sTudy The American Specialty Toy Retailing Association (ASTRA) announced that it has commissioned a study, which will explore the effects of discount internet sales from all aspects. The findings will be presented at ASTRA’s Marketplace & Academy in June. ASTRA commissioned researcher Stacy Mitchell of the Institute for Local Self-Reliance to work with manufacturers, retailers, and others to identify concerns and develop solutions for navigating this new frontier. A preliminary report will be presented at the ASTRA annual membership meeting, Monday, June 20 from 8—9:30 A.M. in Anaheim, Calif.
hexbug To be Licensed by pdQ Innovation First International, creators of Hexbug Micro Robotic Creatures, announced that it has signed with PDQ, Building Q’s sister company. PDQ will both license the Hexbug brand as well as seek out appropriate and strategic licenses to apply to the toy line. Woody Browne, managing partner of PDQ, and Scott Shahmanesh, of Brandemonium, are working in tandem to develop a licensed program of core partners and products.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 11
ENTERTAINMENT MARKETPLACE
A SquAred eNtertAiNmeNt BY LAURIE LEAHEY
I
n 1997, a new retail concept was introduced that allowed children to make their own stuffed animals. Kids get to choose which furry friend they want to make and then go through a series of steps with the guidance of a Build-A-Bear store employee, or Bear Builder associate. Stuff the bear, stitch it up, fluff it up, dress it up, and take it home. Kids can name their bear and print out a personalized birth certificate. During this step, the bear is registered in the Find-A-Bear ID tracking system, which helps kids find their bear if it gets lost. Kids can also add pre-recorded sounds or songs to their bear or record their own special message. Build-A-Bear Workshop offers its “retail entertainment experience” in more than 400 stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the UK, and Ireland, and franchise stores in Europe, Asia, Australia, Africa, the Middle East, and Mexico. There are also make-your-own Major League Baseball mascot in-stadium locations and Build-A-Dino stores. The in-store experience extends even
12 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Need to KNow
further with Build-A-Bear Workshop’s free virtual world website, Bearville.com. On this site, kids bring their new furry friend to life by using the code found on its birth certificate. Create a unique online character and play games to earn Bear Bills, which can be used to purchase virtual clothes, furniture, and other items for the bear. A Squared Entertainment (A2) is the licensing agency for Build-A-Bear Workshop. There are several licensees currently onboard, but A2 is looking for more in categories including toys, mobile/interactive, publishing, games and puzzles, infant, novelty, apparel, accessories, food/candy, home furnishings, seasonal and costumes, social expressions and party, and stationery. The recent signings of international subagents (Wild Pumpkin for Australia and New Zealand, and Bulldog Licensing for the UK) will offer children around the world Build-ABear products that allow them to create and use their imaginations.
• Since 1997, more than 90 million stuffed animals have been made worldwide at Build-A-Bear Workshop. • Build-A-Bear Workshop has a large online presence. Its virtual world, Bearville.com, has more than 19 million accounts. There are more than one million fans of BuildA-Bear Workshop on Facebook and more than 15,000 followers of the company’s Twitter feed. Buildabear.com receives two million unique visitors per month.
coloRbÖ k
P lAyMAteS And enteRPlAy
FRIMA StudIoS
Colorbök produces Build-A-Bear Workshop craft and activity sets. The BuildA-Bear Workshop MIBI Mobile includes four metal frames, 21 grams of baking crystals, six jump rings, and a suction cup. It is for ages 6 and up.
Two of the newest licensees to join the Build-A-Bear Workshop licensing program are Playmates Toys and Enterplay. Playmates Toys will develop a toy line that includes mini figures and playsets. The line will launch at specialty and mass-market retailers in 2012. Enterplay will create a line of Build-ABear Workshop fun packs. The global specialty and mass-market program includes trading cards, novelty items, mini plush with trading cards, and other trend products. The trading cards will tie into Bearville.com.
Build-A-Bear Workshop and FRIMA Studios created a free Build-A-Bear Workshop app for the iPod Touch, iPhone, and iPad. Kids can play games (such as Bearachuting), win virtual gifts, sync winnings to their Bearville.com accounts, watch videos, get Build-A-Bear Workshop news, find stores, and more.
conAgRA FoodS
Pem America manufactures Build-ABear Workshop bedding sets for bears and kids. The bear bedding is sold exclusively at Build-A-Bear Workshop stores, with the opportunity to order the matching bedding for kids. Shown is the Friendship is Furever bedding set. Also available is the Sports set.
PeM AMeRIcA Build-A-Bear Workshop fruit snacks are available in grocery stores nationwide. These bear-shaped fruit snacks come in different flavors and have 100 percent of the daily recommended value of Vitamin C.
P ulASkI FuRnItuRe Pulaski Furniture’s Build-A-Bear Workshop furniture contains interchangeable panels for the drawer fronts to easily change the colors and alternate drawer knobs.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 13
Merchandise Makers
Fighting PromPts Action Figures BY JENNIFER LYNCH
U
ntil 2008, Damon Lau was the owner of a Torontobased boutique ad agency, focused on working with consumer products companies and specializing in niche campaigns. But on the side, Lau had a hobby for mixed martial arts (MMA). “I was originally just one of those hardcore fans,” he says. “I watched the sport as much as Canadians watch hockey.” Lau has always used marketing techniques and worked with products and companies that in some way were a personification of him. So, in 2006 it made sense that he took on a client in Toronto who focused on the MMA space. This introduced him to other people involved in the sport, including his nowfriend and fighter Randy Couture, whom Lau describes as the “Wayne Gretzsky of MMA.” “We [Couture and I] were having dinner in 2007, and we were talking about how the sport had blown up but how even at that stage, there were limited partners working with the UFC,” he says. From there the conversation moved from ideas about creating gag cauliflower ears (an injury unique to fighters) for fans to toy action figures. The latter idea stuck. With the means to make it happen, what started as a pet project for Lau quickly grew into a full-time business, Round 5. Within a few months it had signed top fighters, including Couture, for the first round of MMA action figures. By mid-2009 a licensing agreement with the UFC earned Round 5 the rights to more UFC fighters and the attention of retailers. As the sport grew in popularity, so did the demand for Round 5 figures. “Three years ago, I would never have
14 TOYS & FAMILY ENTERTAINMENT JUNE 2011
prototypes of Round 5’s UFC action figures
imagined that I could convince my Walmart buyer to buy a UFC product,” Lau says. But getting shelf space is only half the battle. Deciding what fighters to make into figures can be a gamble. “The joke in this office is we almost have to try to predict who the winners are nine months to a year ahead of time,” says Lau. “Everyone likes winners, or key personalities. And people who are popular now may not be popular in a year and a half from now.” At the Toronto UFC Fan Expo in April, Round 5 released an exclusive action figure of the UFC welterweight champion in Canada, Georges St-Pierre. Selling only 1,000 units, there was a line of about 250 people waiting before the doors to the show opened. “We had people literally running down the aisles to our booth,” Lau says. “It really was like a Black Friday type of experience.” The item sold out on the first day, and sold on eBay for six times its original cost, according to Lau. It’s clear these fans are devoted and Round 5 relies on input from these consumers just as
much as from UFC insiders, when deciding on new action figures. The company even shares prototypes with fans through its blog. It’s this kind of open exchange of information that makes the company work. It shares insight about MMA and ensures product satisfaction, which allows the fanaticism of the sport to cross over into fanaticism of Round 5. “I think the core thing—and this is an ongoing trend that I think is happening with toy licensing in this category—is you can’t be one of those companies that simply sign the license but doesn’t have key brand managers who truly understand the breadth and demographic beyond the standard [casual] consumer,” he says. A company must have a passion for what it is working on. Fans will know the difference. In knowing its fan base, Round 5 offered consumers a unique opportunity to become an action figure. At the Toronto UFC Fan Expo, fans were able to take 3-D scans of their heads and have them super-imposed on an action figure’s body. The experience let fans become their idols. “For us, when you’re purchasing our products, you’re purchasing it not only because you’re a UFC fan but because you love this guy. He’s your idol,” says Lau. While the company previously only focused on creating UFC action figures, Round 5 just signed a five-year licensing agreement with Bruce Lee Enterprises for the master toy, roleplay, and game license for products under the Bruce Lee banner. This, coupled with a year-round season of MMA to deliver new athletes to the ring, shows that the future of Round 5 is poised for success.
Industry Forum
A Recap of PlayCon 2011
M
embers of the toy, marketing, licensing, and youth entertainment industries gathered at PlayCon, the Toy Industry Association’s (TIA) International Conference of Play Professionals, held May 4–6, 2011, at The Hyatt Regency Resort and Spa at Gainey Ranch in Scottsdale, Ariz. The following is a brief recap of what transpired at the event. Keynote speaker Mike Bonifer, author of GameChangers: Improvisation for Business in the Networked World, stressed the importance of “improvisation” in business. “Improvisation liberates performance within structure. And a teamwork-oriented environment will turn mistakes into opportunities,” says Bonifer, who encouraged PlayCon attendees to “follow the fear” and then direct the right kind of knowledge and energy to the problem of the moment with a “game structure” approach that gives every business an opportunity to liberate creativity. PANELS AND BREAKOUT SESSIONS: DAY 1 • Natasha Galavotti and Ned Flanagan from The Marketing Store led the breakout session on “Sourcing Beyond China,” where they explored toy manufacturing options beyond southern China that help companies manage risk and cost. The speakers addressed industry dynamics, trends, manufacturing challenges, and sourcing options to mitigate or overcome those challenges, as well as ideas on how to approach and explore opportunities in the region. • During Social Media: What’s Now? What’s New? Barbara Jones of One2OneNetwork stressed that it’s not really a question about if you’re going to use social media to promote your brand, it’s how well you are going to do it. • Anita Frazier, The NPD Group’s industry analyst specializing in toys and video games, reported that toys captured the third highest dollar share (14 percent) of the purchases for kids ages 0–14 among nearly 20 consumer categories. Frazier said that the toy industry is “in an unprecedented period of transformation. Kids’ attention is being directed to many more categories than just toys.” • Andrew Dobbie (Gameplan Europe Ltd.) and Richard Gill (NH Contract Management, LLC) led Accessing Overseas Markets—a session about how small and medium-sized companies can introduce products to the global marketplace. The speakers discussed available opportunities and the top-line associated
16 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY
TIA STAFF
costs (e.g., additional testing, packaging, etc.). They suggested that an organization wishing to launch an overseas presence should consider working with local distributors. They stressed the importance of getting to know a new market before entering it. • In Demystifying Direct Response TV, Susan Nia of Funosophy, Inc., described the DRTV buyer as “affluent, married with children, and trending toward female.” To use the DRTV approach to reach a specific type of buyer, Nia recommended that companies leverage brand awareness, educate consumers about product benefits and features, and push sell-through. • Blogging for Dollars: How to turn bloggers into brand ambassadors and buzz into bucks led by Stephanie Azzarone of Child’s Play Communications delved deeper into one aspect of social media: the Mommy Blogger. Azzarone strongly encouraged that every organization start by developing a social media plan that includes the identification of the mom bloggers that are the best fit for the specific product/brand/company. PANELS AND BREAKOUT SESSIONS: DAY 2 • Through the Eyes of Retail: Landscape 2011, moderated by PlayCon chair Bob Wann and comprised of Karen Dodge (Toys “R” Us), Kathleen Campisano (Barnes & Noble), Julia Fitzgerald (Sears Holding Corporation), and Lindsay Gaskins (Marbles), discussed retailers’ use of social media; the expected surge in popularity of toys for boys in the coming year; the impact of rising costs (in fuel, labor, etc.); the rapidly growing Hispanic consumer market; and looking broader than a toy’s category level to avoid missing emerging opportunities and much more. • The Consumer Insights panel discussion was moderated by PlayCon vice-chair Nancy Zwiers and featured Ron Geraci (Nickelodeon), Rene Weber (The Marketing Store), Michael Cohen (The Michael Cohen Group), and Kathleen Alfano (Fisher-Price). A common theme throughout the presentations was “maximize value” and included research on the various ways that toys and play patterns have both a functional value and aspirational/social value. PlayCon 2012 will take place May 15–17, 2012, at the Gaylord National Hotel & Convention Center On the Potomac in Md. It will be held, for the first time, in conjunction with TIA’s annual DC Fly-In. Visit toyassociation.org for more information.
Industry Forum
CRAFTING A FOURTH QUARTER STRATEGY IN JUNE: TIPS FOR PLANNING AN EFFECTIVE NEIGHBORHOOD TOY STORE DAY BY
KATHLEEN MCHUGH, ASTRA
T
here’s something special about specialty. It’s in the quality of the toys, the expertise of specialty toy retailers, and the service that specialty toy stores provide. In the trade, we are well aware of these differences. But how do we ensure that parents, grandparents, and other consumers who make up the specialty customer base understand what’s so special? The American Specialty Toy Retailing Association (ASTRA) created Neighborhood Toy Store Day to promote the advantages of shopping at an independent, locally owned specialty toy store. Our strategy is to stake a claim on the second Saturday in November every year, and make as loud a noise as we can—both nationally and in local ASTRA markets—about the specialty difference. The timing coincides with the start of the holiday shopping season and the public announcement of ASTRA’s annual Best Toys for Kids list.
efforts through a national media campaign focused on both traditional and social media. Here are some tips for making Neighborhood Toy Store Day a success. • Start planning now. Many ASTRA retailers report that their fourth quarter takes shape at ASTRA’s Marketplace & Academy, which takes place this month, where they see the full array of products available for the holiday season. It’s around the same time that you should build your Neighborhood Toy Store Day strategy and think through plans for using the Best Toys for Kids list to generate publicity for your store. The earlier you plan, the more you can integrate buying, promotion, and publicity efforts into a profitable package that effectively markets your store in the fourth quarter.
OF
TIPS FOR MAKING THE MOST NEIGHBORHOOD TOY STORE DAY
• get ideaS from your peerS. What will attract new customers to your store on Neighborhood Toy Store Day? While ASTRA provides a guidebook full of idea starters, the creativity of ASTRA retailers is legendary. As an ASTRA member, you have multiple opportunities to share ideas with your fellow retailers. It could be at Marketplace & Academy, on ASTRA’s listserv (soon to be upgraded to a private online discussion group), or by simply making a phone call to another member.
ASTRA provides its members a recognizable logo; a free, step-by-step guidebook for making your store a must-do destination on that day; and ready-to-go tools you can use to help generate media coverage of your Neighborhood Toy Store Day event. Across the country, ASTRA supports members’
• Build your Store’S media liSt. Media coverage of your store is priceless. To get it, you need to start with an up-to-date media contact list. You are probably knowledgeable about the local media in your area, but you may be surprised at how your cus-
18 TOYS & FAMILY ENTERTAINMENT JUNE 2011
tomers are receiving information. The internet and particularly mommy blogs have become a go-to source for parenting information—including advice on where to shop. Ask your customers what channels they watch on TV, what radio stations they listen to, what local newspapers, magazines, and especially blogs they read, and where they go to find toy ideas for their children. Once you see the trends, you can find the names and contact information of reporters or bloggers quickly on the internet. • ConSider BeSt toyS for KidS aS a ASTRA’s Best Toys for Kids program works hand-in-hand with Neighborhood Toy Store Day by providing a newsworthy announcement on that day that will interest mommy bloggers and local reporters who cover family and community issues. ASTRA supports its Best Toys for Kids list with a national media campaign, press release templates for retailers, point of purchase signage, and a professionally designed four-color flyer (with optional store imprint) suitable for direct mail, newspaper inserts, co-op mailings, and other marketing outreach. Watch this space as well as www.aNbMedia.com for more tips on planning a successful Neighborhood Toy Store Day that will be the cornerstone of your holiday 2011 marketing efforts.
holiday SaleS tool.
Kathleen McHugh is president of the American Specialty Toy Retailing Association (ASTRA). Visit www.astratoy.org for more information.
Industry Forum
T HE B USCEMI E FFECT BY
MATT NUCCIO, DESIGN EDGE
A
common misconception is that a package design needs to look good in the traditional sense in order to stand out on a retail shelf. That is not exactly true. A good package simply needs to stand out, and sometimes looking different can be better than looking attractive. The point is to draw a consumer to the item. Once you have drawn them to the package, as long as you communicate the product’s benefits in a clear and precise way, you’re golden. You’ve locked in the consumer. I like to call this “The Buscemi Effect.” For those of you who don’t get the reference, Steve Buscemi is an actor who is
Have extra inventory?
probably best known for his roles in Quentin Tarantino’s Reservoir Dogs and the Coen Brothers’ Fargo. Some of you may even know him as that funny looking guy who usually makes cameo appearances in Adam Sandler movies. Currently, he plays the lead role of Nucky Thompson on the HBO drama Boardwalk Empire. He sort of looks like a cross between a goofy Don Knotts and the creepy Gollum from Lord of the Rings. Anyway, the thing about Buscemi is that he certainly doesn’t look like everyone else in Hollywood, yet he always stands out in a cast. A well “Buscemied” package doesn’t need to be gorgeous. It just needs to stand out in a non-traditional manner. Package
Donate it to K.I.D.S.
20 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Your excess product can put smiles on faces!
designers can achieve this effect by analyzing the market and not conforming to the same color scheme, shapes, and material of everyone around them. If the standard is a footed blister, perhaps you want to try a fifth-panel box. If everyone is cute, bright, and loud you may want to go sleek, black, and elegant. The trick is to know what’s out there and look different from everyone else. This way your package is the one people will remember. Design Edge is a New York-based graphic design and research development studio. Matt Nuccio can be reached at (516) 377–0500 or via email at matt@designedge.net.
Poverty is a disaster that happens every day, but K.I.D.S. brings hope to 4.5 million children and their families every year. Donating your excess apparel, shoes, toys, books and juvenile products can provide your company with a generous tax deduction and replace despair with dignity. Fill out the donation form online at www.KIDSdonations.org or call 1-800-266-3314.
Industry Forum
A PersonAl ConneCtion is imPortAnt to Young Consumers BY
KEVIN MEANY, BFG COMMUNICATIONS
O
ne of the most popular strategies marketers utilize is having representatives hand out samples in the hope that the sample will be enough to attract new customers to the product. This strategy is extremely popular because marketers have long known that consumers will stand in line to fill bags with samples at county fairs, music festivals, and Nascar events. However, if this is all that is being done to attract young adults then it may be time to rethink the strategy. a recent nationwide survey I conducted revealed that 78 percent Kevin Meany, of BFG Communications, of young adults between age 21–25, explains how known as millennials, prefer to personal engagement have an experience where personal creates credibility with consumers. engagement plays a more prominent role. Instead of standing in line and receiving free samples, millennials prefer the opportunity to ask questions and receive a coherent explanation about the product from a knowledgeable representative where an actual face-to-face conversation about the product or a demonstration takes place. In the survey, millennials stated that they hold a company in higher regard when it takes the time to discuss a product or service in person. They are more likely to purchase a product after a trial and discussion. Most importantly, after this positive engagement, most millennials would refer a friend to try the product. Essentially, it comes down to personalized engagement where a product representative takes an interest and is able to offer knowledgeable information on their product and the competitor’s products, and answer
22 TOYS & FAMILY ENTERTAINMENT JUNE 2011
other various questions that may arise.
PERSONAL ENGAGEMENT CREATES CREDIBILITY AND TRUST This type of engagement is important and valued among millennials because, by definition, they are still young and learning. When a millennial is engaged in a face-to-face conversation with a product representative who takes the time to teach them about the product, the educational process lends a significant amount of credibility to the company. This credibility translates into consumer trust, which means the millennial is much more likely to try that product and stay loyal to it. additionally, after learning about the product, the millennial can speak more intelligently about it to their friends—an added bonus. as a result, millennials will think more highly of companies that take the time to demonstrate and discuss products, show how they work, or demonstrate why they are better than competitors during a marketing promotion or consumer engagement. For the marketers that are taking the time in consumer engagements to talk with millennials to elaborate and demonstrate why their products are better, faster, safer, smarter, or tastier than competitor products—all while making it engaging and fun—the odds increase significantly that more trial, discussion, and potential conversion will occur. Finally, the survey also revealed that consumer engagement “experience” could lead to not only trial and consideration, but also increased loyalty and word-of-mouth promotion by millennial consumers. It is not just about having a product representative at the promotion or activity, it is about what that company representative and the
engagement have to offer in the way of conversation, knowledge, and how it is different, better, unique, and centered on the consumer’s needs and wants. surprisingly in this age of Facebook and Twitter, the younger the consumer, the more they want face-to-face, informational engagements. Therefore, if a company wants to attract younger people to its brand and build a long-term relationship, that face-to-face engagement with knowledgeable people for the product must be part of any experiential and promotional campaign. Failure to include this can have a devastating effect on an organization’s long-term strategy. Unfortunately, most marketers are not getting the message and are missing out on a golden opportunity to help their clients create a long-term relationship with a potential customer, which will in turn lead to a long-term relationship with the client. This strategy can especially be applied to the toy industry. certainly some of today’s moms are millenials but many are, in fact, older. and this is timeless advice that applies to all generations. It especially applies when people are shopping for items for the kids in their lives, whether they are a parent, grandparent, or other family member. consumers want to engage with those who make the products used in everyday life, as is evidenced by the explosive growth of social media. all consumers want to speak with informed company representatives. In short, take the time to talk to the customer. It’s what they want—and it will benefit your business. Kevin Meany is CMO of BFG Communications, an experiential marketing agency. Visit http://bfginteractive.com/
Industry Forum
T oy S ToreS o vercome S aleS S lump BY
wiTh
MARK GRONDIN, SHOPATRON
A
s expected, the fourth quar-
says Lottie Hirsch, owner of Live and
processes by awarding online orders to your
ter of 2010 saw plenty of
Learn, Inc., in Reisterstown, M.D., which
fulfillment partners. And as a brand, you do
online sales growth for the
fulfills orders for Corolle, Melissa & Doug,
want to make sure that you are partnering
toy
and Patch Products.
with retailers who will ensure that your brand
industry
thanks
to
another successful holiday
“We have added new products, or main-
shopping season. Online sales were up 14.4
tained higher inventory levels, when we
And with those retailers looking to
percent year over year in Q4, compared to
observed a lot of Shopatron activity for a
carry more brands and expand their offer-
just 2.1 percent sales growth offline,
particular product,” Hirsch adds. “We have
ing both online and in stores, Shopatron is
according to Internet Retailer, a site dubbed
found that if we see a large number of
an ideal solution for brands looking to
the portal to e-commerce intelligence.
orders on Shopatron, we will see increased
expand their reach. In fact, a survey by
orders for the product on our site as well.”
Shopatron in 2009 revealed that 57 per-
But as soon as the first quarter of 2011
is represented the way you would like.”
rolled around, toy sales came crashing
Orders placed into the Shopatron order
cent of Shopatron retailers monitor new
back to Earth as they always do in the
exchange originate from branded websites,
brand launches in the order exchange to
post-holiday season. But clever retailers
and are then awarded to the closest-stocking
determine if they should stock a brand.
are able to find new sources of sales dur-
retailer based on the proximity to the cus-
“Sometimes, I decide on carrying a line
ing a slow season or in a weakened econ-
tomer. The orders can be delivered to the cus-
because it is a Shopatron vendor,” says
omy—especially when consumers are
tomer by the retail shop using a variety of
Melissa Reuss, owner of Geneva Gifts, Inc.,
increasingly armed with gift cards. One
methods, including in-store pickup, which
in Lake Geneva, Wisc., which fulfills orders
such solution is Shopatron.
helps drive traffic into the retail store and
for eight brands on Shopatron.
With Shopatron, toy retailers don’t even
improves customer relationships.
“I feel that Shopatron is a win-win-win
need their own website to take advantage of
The partnership with Shopatron has
situation for all parties involved. The ven-
online sales. Shopatron’s order exchange
allowed retail stores such as Beachwalk
dor gets increased sales and exposure in the
system takes orders from client brand web-
Coastal, which fulfills orders for Melissa &
stores, the retailer gets increased sales and
sites and passes them to local retailers for
Doug in Solana Beach, Calif., to significantly
revenue from orders placed on the site, and
those brands. This solution can increase
impact sales during the post-holiday slump.
the customer gets quick, efficient, and com-
sales for the brands that retailers already
Heather Fritz, owner of Beachwalk Coastal,
plete orders from the retailer,” says Reuss.
stock in their store, such as Melissa &
reported her store’s January 2011 sales grew
“I appreciate that the vendors are giving the
Doug, Alex, Manhattan Toy, Corolle, and
25 percent over January 2010 thanks to par-
retailer the opportunity to fulfill orders for
the hundreds of other toy brands on the
ticipating in the Shopatron Exchange.
them, instead of bypassing us and filling the
Shopatron order exchange.
“I
would
definitely
recommend
orders themselves.”
Using a retail-integrated eCommerce
Shopatron,” Fritz says. “For retailers,
Entering 2011, Shopatron sales in the
system such as Shopatron also gives retail-
Shopatron increases your store’s exposure
toy, hobby, and game category continue to
ers free access to online sales information,
to consumers. Shopatron can increase your
see double-digit growth, with same-store
so they can track what toys are selling local-
consumer reach and distribution.”
sales across the exchange up 14 percent in
ly and nationally. This allows retailers to
Fritz also recommends Shopatron to the
make better purchasing decisions for what
brands she carries in her store. “For branded
to stock in their store as well.
manufacturers, I would recommend using
Mark Grondin is senior vice-president
the first quarter of this year.
“We use Shopatron to supplement our
Shopatron as another channel of distribu-
of marketing for Shopatron.
regular sales channel, as well as to detect
tion,” she says. “By using Shopatron you can
For more information,
trends and discover new manufacturers,”
alleviate some of the picking and packing
visit http://ecommerce.shopatron.com/
24 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LEGO’s Success Strengthens Construction Category BY
CHRIS ADAMS
W
hen taking a look at the pulse and health of the construction toy category, one only needs to look as far as LEGO. To say that the company is a dominant force in the category is to understate the case. According to The NPD Group, LEGO has a more than 82 percent share in sales in the category. The good news for the category is that LEGO had a stellar 2010 with sales that surpassed the $1 billion mark in the U.S. The company’s 2010 sales were up 25 percent over 2009, marking the sixth consecutive year of U.S. consumer sales growth for the company. “We have been fortunate to excel at a time when consumer spending has tightened and the industry has remained fairly flat,” says Søren Torp Laursen, Manufacturers have seen president of LEGO success merging the Systems. “This we attrib- building play pattern with vehicle play. Shown are ute primarily to three LEGO’s Cars 2 Ultimate things: 1) consumers are Build Lightning McQueen and MEGA Bloks’ Need for more willing to invest in Speed Porsche 911 GT3 RS. toys with proven and trusted long-term play value; 2) we have had some of the strongest themes and best models ever at a time when we have needed them the most; 3) at a time when it’s more tempting to develop more toys under $20, we have stayed focused on what we do best and consistently delivered against it, even at premium prices.” So, how does LEGO’s successes affect the construction category overall? Sure, the company is a force to be reckoned with and it does command a decent amount of shelf space in the construction aisle, but there is still room for some competition. “Primarily, we view LEGO as driving traffic to the aisle,” says Michael Araten, president of K’NEX Brands. “Because they maintain a high level of quality in their products, people feel good about buying
26 TOYS & FAMILY ENTERTAINMENT JUNE 2011
building toys. As a community of building toy companies, we benefit from the work they do in keeping the category strong.” And just because LEGO is an asset to the category, that’s not to say that other manufacturers in the space aren’t developing and offering strong products to the aisle. MEGA Bloks has seen success with its preschool and boys/collectors segments. “Demand is driven by a powerful mix of great product and relevant content,” says Vic Bertrand, CIO at MEGA Brands. This year a new contender for shelf space is reentering the aisle. Hasbro is following up its shortlived Built to Rule construction line with a new Transformers-licensed line called Kre-O. Unlike Hasbro’s previous construction offering, products in this line are compatible with LEGO and MEGA Bloks bricks. “Hasbro’s Kre-O brand will stand out by offering premier brands, like Transformers, that were previously unavailable in the construction category,” says Jonathan Berkowitz, vice-president of gaming and construction and Hasbro. It is unlikely that the Kre-O line will put a dent in LEGO’s sales, but it does up the competition level among the next tier of construction toy manufacturers.
Spice of Life When speaking with construction toy manufacturers, there was one common factor given for success: variety. The scattershot approach of offering a variety of subjects to a wide array of consumers is critical in getting consumers in the aisle and interested. “What drives most of the purchases in this category is the question of how big is the audience that is attracted to the kinds of products we’re putting out there,” says K’NEX’s Araten. “When we appeal to broad audiences, we tend to do better.” The offering of variety has been at the core of LEGO’s success as well.
“We have found that the best way to stand MEGa has a history of offerout is to have the most compelling ing construction toy lines themes across a wide variety of interests that involve rich storyand ages,” says LEGO’s Laursen. “Last lines. To offer more touch year, there was not a not a single LEGO theme points for its lines, MEGa has turned online. that didn’t meet or exceed its plan, a strong indi“We are expanding our concator that consumers want variety and not nection with kids through interactive microsites that just depth in one collection.” offer an online community, a blog, online games, videos, Leveraging the breadth of and more,” says MEGa’s Bertrand. “The online experience offerings that exist in the conis a key component to immersing kids into our universe struction toy space, there has also and adding more value to the toy by supporting the been an increasing amount of blendoffline play environment.” ing play patterns not traditionally found in the aisle with another initiative that Mega has undertaken is construction toys. Hasbro’s Kre-O is a good example; it introducing QR codes on product packaging. If concombines construction play with the vehicle- and robotsumers capture the QR code with a QR reader app on focused roleplay of Transformers. their smartphone, it allows them to instantly view MEGa’s Hello Kitty line is another great example of bringing dollhouse play into the construction space. product information, images, videos, and instructions and LEGO has seen success by branching out. Last on a website optimized for mobile viewing. year’s entry into the game aisle proved successful. This In this day and age, the realm of social year, the company introduced the Ninjago line, which media simply cannot be ignored. It procombines classic building with a minifigure spinning vides manufacturers a streamlined way to get The Kre-O Transformers game and virtual play experiences. feedback from target consumers while also Starscream Set is part of the inaugural launch of “If anything, the ability to expand construction into establishing increased interaction between conHasbro’s new construction new categories and ways to play helps to drive its relevance and sumers and their brands. toy line. growth, while at the same time adding retail feature and promotion “The nice thing about the world we live in opportunities that have mutual value for manufacturers and retailers,” says today is we get a window into what moms and kids are thinking about,” LEGO’s Laursen. “We look forward to finding more places to deliver says K’NEX’s araten. “It is much easier to deliver products that they innovation and novelty at retail by expanding our offerings.” want if you’re just willing to listen.” Whether through innovation or product development, the construction category is offering products that consumers want. sure, LEGO Innovation plays a very dominant role in the category—and as LEGO goes, goes Innovation and technology come to play in the construction toy the construction category—but there are a lot of interesting, cool category in many forms. There are high-tech offerings that utilize products coming out from an array of construction toy manufacturers. robotics, there are digital promotional tools to draw fans into a par- The products benefit from being parent-approved for their traditional ticular product’s story, there are social media interactions that help play patterns and developmental aspects, but what keeps the category guide product development, and sometimes innovation comes in the afloat is that generation after generation of children find this endurform of new product concepts. ing, classic play pattern fun.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 27
Construction
BY
CHRIS ADAMS
While LEGO is a dominant force in the construction toy category—and its successes have lead the category’s growth over the past few years—the category includes a wide range of manufacturers offering nearly endless building options. Below is a sampling of the latest product introductions for the construction toy category.
LEgO LEgO is offering a range of products centered around this summer’s Cars 2. Flo’s V8 café (shown) is a 517-piece kit that lets builders create Flo’s café, including gas pump and car wash as well as characters Lightning McQueen, classic Mater, Flo, Fillmore, sarge, and sally. also in the line is the 242-piece Ultimate Build Lightning McQueen and the 114piece Mater’s spy Zone.
K’NEX Nascar fans can now build their own version of Dale Earnhardt Jr.’s No. 88 amp Energy car with the 1:29-scale kit from K’NEX. The kit includes more than 90 parts, sponsor labels, a Dale Jr. K’NEXman figure, and instructions. also on the way from K’NEX is the Mario and His standard Kart Building set that lets builders recreate the vehicle from the video game.
28 TOYS & FAMILY ENTERTAINMENT JUNE 2011
MEga Brands MEga Brands has introduced the Hello Kitty property to the world of construction play. This girl-focused construction line includes the Hello Kitty Big House (shown) and Hello Kitty Flower shop, as well as a range of lower price point items. also, MEga recently announced that it has signed a deal with saban Brands to be construction toy licensee (outside of asia) for Power rangers samurai.
Hasbro Hasbro has re-entered the construction category with the introduction of the Kre-O line. The first offerings in the line feature the Transformers property. shown is the Kre-O Transformers Basic Optimus Prime set in vehicle mode. It can also be built as a robot.
Erector This year, Erector introduced a new line called Space Chaos. The line revolves around a futuristic story line and each set comes with a trading card explaining the power of the ship’s vessels. Each also has a code to unlock surprises at erectorsets.com. The line is distributed in the U.S. by Schylling.
Infinitoy Inspired by kids’ submissions to Infinitoy’s online gallery, Z.A.C. the Zoob Alien Creature gives kids all of the tools necessary to build their own alien. The set includes 200 Zoob pieces, 12 glow-inthe-dark pieces, two lightup eyes with batteries, and instructions.
Haba
Playmobil
Haba’s Discover the Building Blocks Technics—Large Basic Pack Vehicles contains 49 beechwood pieces. With the set, kids can build a range of vehicles and buildings. A 26-piece set is also available.
Playmobil’s theme for its August launch is Grand Mansion. This line includes the Large Grand Mansion, Grand Kitchen, Grand Bathroom, Parents Bedroom, and Comfortable Living Room (shown), which includes a couch, coffee table, television and stand, fireplace, figure, kitten, and accessories.
Geomag With the Geomag Wheels Monster Jam, kids get to build two monster trucks from three customized truck designs. The set includes 14 Geomag rods, 18 steel spheres, eight wheel assemblies, and 34 Flexiform components. It is distributed in the U.S. by Reeves.
Waba Fun Waba Fun’s Arc-A-Teks is a line of construction toys for kids ages 3 and up. Three sets are currently available: Earth (shown), Sky, or Sea. Each set contains enough materials to construct two characters. Builders can also go online and enter codes found on the kits’ collectible cards to unlock and create a third character.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 29
EvEryonE’s a GamEr— EvEn If ThEy Don’T Know IT
W
BY LAURIE LEAHEY
hen it comes to Wii game software alone reached $15.5 billion in Bowling, the Cedar 2010,” Katz says, citing data from a January Crest Crushers are 2011 NPD Group study. champs. Yet the Cedar No matter gender, age, or geographic locaCrest Crushers are not tion, more and more people have access to kids. In April, this group of seniors at Cedar video game platforms, which makes it easier Crest Village in Pompton Plains, N.J., won the for them to play video games. While most of 2011 National Senior League Spring Senior Wii these consumers wouldn’t call themselves Bowling Championship, which is run by the “gamers,” the truth is they are part of a new National Senior League, the only national Wii competition dedicated to residents of senior living communities. Players compete virtually in either Wii Bowling or Wii Golf. “In the past when you said ‘gamer,’ people typically thought of the core audience, which is male 18–35,” says Christina Glorioso, CMO at Majesco. “With the advent of these new motion-control devices, gaming has moved from the bedroom to the living room and from core to mass.” Nintendo’s Wii, Microsoft’s Kinect, and Sony’s Move all helped change the demographic of gamers Plants vs. Zombies is the latest game franchise from PopCap. It is available on a variety of platforms, including Mac, PC, by providing more accessible and iPad, iPhone, and Nintendo DS. family friendly ways to play video games. And with the growing popularity of games online and on mobile devices, the number of people playing culture of gamers created by ever-changing video games continues to rise. technology and more family friendly game “Women gamers are rapidly growing in num- titles and experiences. bers due to the rise of Facebook games and casual motion-controller game platforms, such as the Nintendo Wii,” says Jason Katz, vice-president Video games have traditionally been of gaming at Davie Brown Entertainment, the entertainment practice of The Marketing Arm. played on stand-alone consoles with the most “In terms of revenue, U.S. spending on video recent iterations being the motion-control con-
Changing Consoles
30 TOYS & FAMILY ENTERTAINMENT JUNE 2011
soles. However, these consoles are being used for much more than just video games. Microsoft’s Xbox Live launched in 2002 as a way for its subscribers to play with other people. “What it’s evolved into is really a media hub,” says Molly O’Donnell, Microsoft’s director of integrated marketing and communications for Xbox 360. Xbox Live subscribers can use the service to watch movies through Netflix and stream music, opening up the number of people who use Xbox Live. “It’s really evolved into a social hub in your living room. You have it as your all-in-one center,” O’Donnell says. The next evolution of consoles is on the horizon, as Nintendo recently announced that it would unveil its newest console at the Electronic Entertainment Expo (E3) this month. (Nintendo was unavailable for an interview.) Just what this console will entail is unknown, as is whether or not Microsoft and Sony will follow with their own new consoles. But some in the industry are wondering if we might be seeing the last of the consoles. “People have speculated that it’s possible that this next generation may be the last one that we see of these big, expensive stand-alone machines,” says Dana Jongewaard, editor in chief, new audiences, IGN Entertainment. “There’s always going to be a place for these big, spectacular hardcore games with great graphics, but are those also going to be on a console? Technology is changing and adapting so quickly that it’s possible these start taking other forms.” Changing technology brought video games to mobile devices. And Nintendo is bringing
nology but how do we use this wealth of innovation that’s happened in the last five years? How do we use that to change our products and make great customer experiences and great games?”
The Growth of Mobile Gaming
above: Motion-control consoles, such as the Kinect for Xbox 360, have allowed families to get together and play video games. below: Nintendo’s newest handheld, the 3DS, lets players play 3-D video games without the use of special glasses.
No one can predict the future of video games, just as no one predicted how much the iPhone would affect gaming. “Mobile gaming [has been] the source of most of the growth in gaming during the past few years,” says Davie Brown Entertainment’s Katz. “Smartphones now constitute a majority of mobile phone sales in the U.S., and the iPad has spawned dozens of successors, such as the Motorola Xoom, Samsung Galaxy Tab, and the upcoming HP TouchPad. All of these devices have high-resolution color screens and increasingly powerful processors, making them highly attractive gaming options for young mobile consumers.” Are smartphones taking people away from consoles? Not necessarily, say most in the industry. Different consumers are looking for different gaming experiences. Some want to play a quick and cheap game on their phone while commuting. Others want a more immersive gaming experience, to sit in front of an Xbox and lose themselves for a few hours. For Electronic Arts (EA), the popularity of online games and apps has caused the company to change its focus in regard to console games. “We’ve reduced the number of games that we’re deploying in the market on these consoles, but we’re selling more of them,” says Chip Lange, senior vice-president and general manager of EA’s Hasbro division. “We’re making better games, but we’re making fewer of them.”
A Future of Change
3-D technology to handheld gaming with the new 3DS. Some say that the next big thing in video games will be cloud-based gaming, which would allow people to access their games from anywhere. Just as movies have moved into the on-demand space, with cloud-based gaming (or gaming on-demand) games would run on servers and stream to users via broadband internet connections. “There are a lot of ways to use technology that are currently being done right now,” says John Vechey, co-founder and vice-president, corporate strategy and development, PopCap Games. “It’s not so much the new tech-
New games, new consoles, and other new technologies will be unveiled at E3, which takes place June 7–9 in Los Angeles. This industry show is a kickoff to the holiday selling season. “It’s one place where all of the retailers and all of the press are,” says Majesco’s Glorioso. “It’s a great place to see all the new technology. You really have to see it to believe it. That’s why E3 is great because you can have so many people actually try the games.” This is a time of change for the video game industry. As more and more people of all ages and genders come to gaming—thanks to new gaming platforms and more accessible and family friendly video games—the video game industry will continue to adapt to this new gamer culture and ever-changing technology to make exciting gaming experiences for everyone.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 31
Video Games
BY LAURIE LEAHEY
Thanks to a variety of new gaming platforms, the “gamer” demographic comprises more than just the core 18–35-year-old male. Video games are being played by people of both genders and all ages. Below is a sampling of the latest video games and gaming devices hitting store shelves.
Majesco
Nintendo The new Nintendo 3DS system can play 3-D video games and take 3-D pictures. Its top screen displays 3-D images without the need for special glasses. The bottom screen is touch-sensitive. It also has three cameras. One inner camera points at the player, while two exterior cameras let kids take pictures in 3-D or 2-D. The system can also play nearly every Nintendo DS game. It comes in Cosmo Black or Aqua Blue. More than 30 games are now available for the 3DS from Nintendo and its thirdparty publishers. Soon Nintendo will roll out a series of additional features, including an internet browser, an online store called Nintendo eShop, the ability to access 3-D Hollywood movie trailers, automatic and free access to more than 10,000 AT&T Wi-Fi Hot Spots nationwide, and the ability to stream Netflix movies.
32 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Majesco released Monster Tale for Nintendo DS. Monster Tale features a mix of action platform gameplay on the top screen and a pet-raising game on the touch screen. In the game, Ellie and her pet monster named Chomp set out to reclaim the Monster World from the Kid Kings and their enslaved creature pets. Players control both Ellie and Chomp as they explore and battle through five non-linear kingdoms in Monster World. The touch screen serves as Chomp’s Pet Sanctuary where he evolves with new abilities as he eats and plays with what Ellie provides from the top screen or buys for him in the store. But Ellie can summon Chomp to the top screen to back her up in her quest to save the Monster World. As Chomp develops and gains new attributes, he can grow into 30 unique forms with new attacks while also transforming into useful objects such as shields, spikes, and bombs.
Konami Konami released its rhythm dance game DanceDanceRevolution for the Xbox 360 with two new gameplay modes. In Dance Off mode, up to four players can take to the dance mat. Club Mode challenges players to dance four to 20 songs back to back with varying difficulty levels. DanceDanceRevolution for the Xbox 360 comes with the Visual Jockey, a feature that awards players with on-screen graphics. There is also a Challenge Level with diagonal arrows in addition to the up, down, left, and right arrows. Players can also use their Xbox Live Vision Camera to appear in-game and watch themselves dance on screen. The game comes with 20 licensed songs, as well as 30 original songs by Konami’s artists. Players can download new songs and add them to their playset through Xbox Live. The game comes bundled with a dance mat controller. It is for ages 10 and up.
Activision
Namco Bandai Namco Bandai’s Body and Brain Connection for the Kinect on Xbox 360 was developed under the supervision of Japanese neuroscientist Dr. Ryuta Kawashima. Body and Brain Connection challenges players to exercise both their minds and bodies with fun, fast-paced mini-games ranging from math, logic, and memory to reflex and physical-orientation exercises. The game can be played with up to four players. It is rated E for everyone.
Capcom Capcom’s Resident Evil: The Mercenaries 3D delivers the Mercenaries gameplay experience on a handheld console. Featuring remastered stages from Resident Evil 4 and Resident Evil 5, it’s a race against time as players try to defeat as many enemies as possible before the countdown reaches zero. The action of Resident Evil: The Mercenaries 3D is available as a solo experience or gamers across the world can team up for twoplayer co-op via network play. Gamers will tackle the game’s 30 missions with legendary Resident Evil characters, including Chris Redfield, Krauser, Hunk, Jill Valentine, Albert Wesker, and Claire Redfield. The game is for the Nintendo 3DS.
In Skylanders Spyro’s Adventure, kids can “bring their toys to life.” Players collect real-world action figures of the game characters and teleport them into the game using the Portal of Power. Players take on the role of a Portal Master who can control more than 30 different characters, including the fire-breathing dragon Spyro. Players go on a journey where they explore mythical lands, battle outlandish creatures, collect gold and treasures, and solve puzzles while on a quest to save the world from Kaos, an evil Portal Master. The game uses action figures that become interaction figures— each figure contains a “brain” that remembers the player’s shared experiences and leveled-up abilities (stats, ability and attack upgrades, and gold collected) directly within each toy. Players can customize and power-up their toys, as well as bring them to life on a friend’s Portal of Power for co-op play and player-versus-player arena battles. Skylanders Spyro’s Adventure allows kids to utilize different interaction figures and strategies each time they play. The starter pack comes with the game, a Portal of Power, three character figures, three trading cards, and a poster. Additional toys are sold separately.
Electronic Arts The Sims 3 Pets will be available on Xbox 360, PlayStation 3, Nintendo 3DS, and PC/Mac this fall. For the first time in franchise history, players will be able to determine their pets’ personalities and traits. Players take direct control of their pets, helping the Sims uncover and solve mysteries around town. Using Karma Powers, Sims will find that their pets can either aid their progress or cause disruption.
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BY JENNIFER LYNCH
Finding Direction Outside The Box
A
l Waller left his job in sales in 1998 and shared an idea for a game concept he had with friend Mark Osterhaus, a then-owner of a marketing firm. Neither one had a background in the toy industry, just a passion for games. But together, they took the concept and molded it into what would become their first published game, Bosworth, a battlefield chess game. After that they knew this was the business for them, and, along with cartoonist John Kovalic and graphic designer Cathleen Quinn-Kinney, they founded Out of the Box (OTB) Publishing, a company where “out of the box” thinking is a given. A year later OTB acquired the license for game inventor Matthew Kirby’s Apples to Apples, which became an overnight success selling a million units per year. But after years of working on Apples to Apples, OTB sold the game to Mattel in late 2007, along with games Twitch and Blink. It became a time of challenges and opportunities, says Leah Sugar, vice-president of marketing, OTB. The following year, two of the company’s founding members Osterhaus and Quinn-Kinney retired, Waller became president, and Osterhaus’s children Sugar and Max Osterhaus joined the company. Since then, OTB has pared down its offerings and refocused on bringing unique games to the market. “Apples to Apples was a huge steamship for us, and most of the focus of
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the company [until 2008] was on building that brand,” Sugar says. “It got to the point where you spend most of your time fulfilling orders for Target and Walmart. Now we have a lot more flexibility in coming up with products and more time and opportunity to devote to making products, especially for specialty stores.” OTB game categories include party games, quick card games, and strategy games, and each year the company receives about 1,000 game concepts across those categories. Of those concepts, only about three meet OTB standards and get published. Sugar adds that some games might be great games, just not the right fit for OTB. For OTB, a game should be able to be: learned in minutes, played in less than half an hour, and fun for the whole family. “We like games that are really inclusive,” Sugar says. “But. . . if it’s a game we all love, as long as it fits into our brand, we will allow the game submission to drive us in the direction we want to go.” OTB is looking for new ways to appeal to older consumers in their teens and twenties through product packaging and social media. One of the latest OTB games, Faux-cabulary, a party game in which players make up new words, features a new packaging design, created by Design Edge, a design firm co-owned by the game’s creator Matt Nuccio. Sugar describes the new look as “more dynamic and exciting.” OTB has also embraced the online world. The company uses Twitter and Facebook, and is working on a new website with a fresh look that is easier to navigate. Social media has
offered OTB a fun way to connect to people and inform them about new games and what games can work in different scenarios. Using the online game play service Game Table Online, built by internet gaming platform Metagame, is one way OTB is increasing its exposure. “One of the biggest hurdles is getting people to buy games,” Sugar says. “They’re afraid of difficult rules. They’re afraid their friends aren’t going to like it.” But at Game Table Online, players can testdrive games, such as OTB’s 10 Days in Africa, before investing in a purchase. While most OTB games are made for ages 8 and up, its new Bug Out game is the company’s first game made for ages 5 and up. The originality of OTB games previously prevented OTB from creating games for kids under age 8, because the more unique a game is the larger the skill set required to learn the game, Sugar says. “There are a lot of games out there for that age group but are really boring for parents and older kids. We wanted a game that. . . could work for everybody,” Sugar says. OTB is still working on its game plan for next year but plans to expand on fan favorites such as its 10 Days Series and Word on the Street, and add a potential junior version of Faux-cabulary. But overall, the driving force behind new games will remain constant. “We want something that kids have never played before,” says Sugar. “That gets them to say, ‘Wow, there’s something different out there than what we’ve been playing.’”
ASTRA Showcase
COMPILED BY
CHRIS ADAMS
The American Specialty Retailing Association (ASTRA) Marketplace & Academy takes place June 19–22 in Anaheim, Calif., at the Marriott Anaheim Hotel and Anaheim Convention Center. On the following pages is just a sampling of the wares that a wide range of manufacturers will show to the specialty toy trade at the show.
Manhattan Toy
Bananagrams
Manhattan Toy’s Quixel supports the development of cause-and-effect learning skills. Each piece of colorful plastic is held together by a stretchy bungee cord that allows the toy to be pulled and squished in any direction.
Among Bananagrams’ new offerings is Fruitominoes, a domino game that connects fruit instead of dots. Also on the way is Zip-It, a two-player crossword race that works as a travel game.
Cloud B The Pink Twilight Ladybug projects a starry night sky onto ceilings and walls. Seven star constellations are embedded in the star pattern. Children can choose from three color options while gazing into the starry sky as they drift off to sleep.
Alex Alex’s My Busy Town includes five sides of discovery play for kids 12 months and up. The bright wooden cube includes activities such as curvy bead mazes, peek-a-boo doors, spin-and-match animals, turn-and-learn ABC tiles, and racing vehicle rollers.
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Learning Curve The Chuggington Wooden Railway is a major initiative for Learning Curve. The initial offerings in the line include the Chuggington Wooden Railway Over & Under Starter Set, which is a 25-piece set that includes everything kids need to get started on the system. Also on the way is the Chuggington Wooden Railway Double-Decker Roundhouse (shown).
ASTRA Showcase Schleich On the way from Schleich are some additions to the World of History offerings. The Heroes line includes the Mighty Fighter Elephant with Rider.
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Haywire Haywire’s Where’s that Chipmunk? is a game for all ages of children, including preschoolers. It can be played as a hideand-seek game or a treasurehunt game.
CitiBlocs CitiBlocs Trees is a collection of 10 assorted, brightly colored wooden trees for landscaping CitiBlocs creations. The line includes styles that emulate a range of tree types.
DuneCraft Hydroponic Fly Traps is a kit that includes everything needed to grow fly traps without soil.
YBike The YBike Pewi (pronounced “pee wee”) is a hybrid walking toy and ride-on for kids 9 months to 3 years old.
Wonder Forge The Angelina Ballerina Dance with Me Game encourages physical play through dance as Angelina helps girls practice dance moves step by step.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 39
ASTRA Showcase International Playthings Each set in the Whirl ’n Wear Charms Locket Assortment comes with three locket charms, four large charms, 14 small charms, three end fasteners, eight decorated locket inserts, two key chain attachments, and 6.5 feet of clear elastic string.
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Schylling Chicco The I-Gym has two positions of play to accommodate different stages of growth in babies—tummy up for 3 months and up and tummy down for 5 months and up.
Schylling will introduce the Jumbo Sock Monkey at the ASTRA Marketplace & Convention. The Jumbo Sock Monkey is a 42-inch version of the classic plush.
ASTRA Showcase Safari Safari’s Days of Old line focuses on fantasy themes such as wizards, witches, and royalty. Shown is the Days of Old Collection Princess Juliet.
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Blue Box Toys Blue Box will be showcasing its B Kids line, which includes the Play with Me Gym. This multifunction gym features a colorful overhead canopy filled with dangling toys and characters.
BSW Toy BSW introduces eight new Shrinky Dinks items as part of its SmArt Studios brand. The 3-D Shrinky Dinks line includes themes such as Fairy Princess (shown), Dinosaurs, Trains & Tracks, Pirates, Space, Zoo Safari, Military Aircraft, and Sea Life.
ASTRA Showcase Buffalo Games
Elenco
Phone Frenzy is a socially interactive party game about who you know rather than what you know. It is a board game that uses each player’s cell phone as the primary game component for calling, texting, and sending photos. Every turn, players are given a challenge or activity that can only be completed with the help of one or more of their phone contacts.
Snap Circuits XP allows users to make a hardware platform with the included circuits that can be used with software from Revolution Education. It can make more than 50 projects with more than 40 programs ready for download.
Crocodile Creek Crocodile Creek’s Robot Backpack (shown) is sturdy and sized just right for younger children, ages 3–8. Also on the way from Crocodile Creek are Pouch Puzzles. Each 100-piece puzzle in the line creates an eight-inchby-12-inch puzzle and can be stored in a reusable pouch.
Learning Resources Learning Resources’ Smart Snacks Sorting Shapes Cupcake Game reinforces shapes, numbers, counting, matching by sight and touch, and following directions. Also new is the Pop for Numbers Game, which the company describes as “a results-driven game of suspense, excitement, and number fun.” Three levels of play keep children challenged.
Thames & Kosmos The Botany—Experimental Greenhouse is part of Thames & Kosmos’ Little Labs line. This kit teaches kids about plants and seeds by conducting experiments in a specially designed botanical library with greenhouse domes that feature thermometers and ventilation. It includes a 48-page, full-color illustrated instruction manual that guides kids through their experiments.
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ASTRA Showcase Aeromax
Plan Toys
The CrossBow Blaster allows kids the opportunity to launch foam darts up to 30 feet, according to Aeromax. The TriPower Rocket Blaster is a kidpowered rocket that fires three foam rockets up to 30 feet. To launch the rockets, kids just need to load the rockets and then twist and pump them across the yard or room.
Plan Toys’ Workbench includes six tools, 27 construction parts, and a removable storage unit. It can be arranged in a number of ways to accommodate a range of preferences. Construction parts can be placed on the table and back panel. The back panel can also be used as a tool holder. The included wooden clamp is designed for both right- and left-handed kids.
Haba Haba’s Crab Calino pulling figure features eight beechwood legs that click and clack against one another and the floor as kids pull it across the floor. It is recommended for kids age 1 and up.
innovativeKids The Soft Shapes Puppet Theater line from innovativeKids includes themes such as Pretty Kitty, Enchanted Kingdom, Superheroes (shown), and Pirate Adventure. Each includes a two-sided foam stage that floats in water or stands on a table, two puppets, and a double-sided marquee.
Peaceable Kingdom Folkmanis Folkmanis is known for making realistic wildlife puppets. New is the 16-inch Opossum Puppet (shown). Use its movable mouth and paws to animate the puppet. Also on the way is a Bison Puppet.
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Peaceable Kingdom’s Stone Soup is a memory matching game with an obstacle. In this game based on a classic folk tale, players work together to find the hidden ingredients before the soup gets cold. It is for two to six players, ages 5 and up.
Creativity for Kids Glitter Pups Fashion Show helps girls glamorize glittery puppy figures and get them ready for a fashion show. Girls can decorate five glittery bobblehead pups with an assortment of trims, ribbon flowers, rhinestones, mini markers, and accessories.
Wild Creations The Dino Dan-licensed Dino Crayon & Sketch Book by Wild Creations includes eight dinosaur crayons and a 12-page dinosaur sketch book. Each page is topped with the Dino Dan logo and a colorful dinosaur.
Skullduggery Four new licensed Krazy Kars Light Up Marble Racers are available from Skullduggery. The Ford Mustang, Chevrolet Corvette Stingray, and Ford GT body styles are cast in translucent blue, red, orange, and yellow plastic. Also from Skullduggery is the MaxTraxxx Tube Traxxx, which is a tunnel track for MaxTraxxx offerings.
Reeves International The Geomag Glow kit allows builders to create Geomag Panel structures that are enhanced with glow-inthe-dark capabilities. It is a 74-piece kit.
Neat-Oh! Neat-Oh!’s eight-piece assortment of Hot Wheels 18 Car Tin Carry Case with handle items include four each of the Rodger Dodger and Metal Menace styles.
SqwishLand SqwishLand introduces the SqwishLand Swamp collection of figures. The five characters are Sqwake, Sqwalligator, Sqwotter, Sqwalamander, and Sqwossum. They will be available in vending machines and in retail packs.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 47
Licensing show 2011 Licensing Show Highlights the Active Summer of 2011 BY
CHRIS ADAMS
T
his summer is proving to be an active, exciting year on the children’s licensing front. This summer’s movie slate provides many high-profile opportunities for retailers to experience success with licensed products, while the licensing industry is optimistic about the approaching International Licensing Expo, to be held in Las Vegas’ Mandalay Bay Convention Center from June 14–16. After speaking to many licensing executives, the mood entering this year’s Licensing Show is more optimistic than it has been in some years. The uncertainty revolving around the Las Vegas venue—this year’s will be the third show held there—has more than receded. “Everyone seems to be excited and everyone we were hoping to see at the show is going to be there,” says Nicole Blake, executive vicepresident, global marketing & consumer products, at Classic Media. “It is now a proven show after the switch to Vegas. The entire industry will be under one roof for several days and it is a great opportunity to see people, meet new people, and get business done.” The signs of an improving economy are certainly contributing to this optimism, as is the fact that the summer of 2011 is poised to be strong in regard to licensed merchandise. This summer will see many high-profile films entering theaters—with corresponding licensing programs occupying shelves. Blockbusters scheduled to appear on the silver screen this summer include Cars 2, Pirates of The Caribbean: On Stranger Tides, Transformers: Dark of the Moon, Harry Potter & the Deathly Hallows—Part 2, Winnie the Pooh, Captain
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America: The First Avenger, and The Smurfs—and that’s not to mention the handful of strong titles with licensing potential that will hit this fall. “In general, with so many major blockbusters and sequels coming to the big screen this summer, we expect to see movie-related licensing perform well,” says Pam Westman, executive vice-president, The Americas at HIT Entertainment. If this summer’s blockbusters perform as well as those in the industry hope, it should convey the strength of branded merchandise to retailers whose product mix pendulum had swung away from branded toward private label during the recession. “It is a matter of protecting real estate for licensed merchandise at retail,” says Paul Gitter, president of consumer products for North America at Marvel Entertainment. “We know a lot of retailers are focusing on private label or food, for a lot of reasons, so we need to convince retailers we have the ability to help drive their business by offering the entertainment merchandise that ties in with what the consumer is interested in.” Even if this summer’s strong crop of entertainment properties reopens the eyes of retailers in regard to licensed offerings, it is still a very competitive environment to get licensed products on shelves. Retailers certainly appreciate the proven track record that evergreen properties possess. After all, they are less risky and have built-in consumers. The issue with a mostlyevergreen licensed product assortment is that retailers miss out on properties that could be the evergreens of tomorrow.
Licensing Show will be held at Mandalay Bay in Las Vegas.
“The new normal is about buyers being able to make a very calculated decision as to what goes on shelf,” says Maureen Taxter, senior vice-president consumer products at Ludorum. “Retailers are excited when they see something fresh and new that is performing well because it has been a while.” Media plays an important role in building a brand and convincing retailers that it is a smart bet. Media helps provide tangible numbers based on the property’s success, as well as introduce new customers to a property. “One of the key elements in the success of any brand at retail is the number of consumer touch points they can reach—product, broadcast, online, in-store, promotional, and PR,” says Gabby Oliff, marketing director at American Greetings Properties. “By reaching out to kids and parents on as many levels as possible, the chances for success build and consumer loyalty for the long-term grows.” Brand building, merchandising, promotion, and blockbuster properties will be center stage at this year’s Licensing Show as the industry presents a unified optimistic front in Las Vegas’ Mandalay Bay Convention Center.
Licensing show 2011
COMPILED BY LAURIE LEAHEY AND JENNIFER LYNCH
Jakks Pacific Jakks Pacific is teaming with Disney to offer licensed products for three summer films, as well as new Disney Princess-branded items. For the new Cars 2 movie, Jakks’ Plug It In & Play TV Games has added Cars 2 TV Games, an interactive racing game for kids ages 4 and up with a deluxe easy-to-use steering wheel. Jakks’ roleplay division features Cars 2 Mater & Finn McMissile’s Spy Walkie Talkies, Cars 2 Character Cell Phones and Mini-Flashlights, and coming this fall, the Cars 2 Portable Spy Station. Jakks’ Kids Only division has added to its line of licensed kid furniture with the Cars 2 Puzzle Furniture shaped as a stack of racing tires, the Cars 2 Activity Patio Table and Chairs Sets, and the Cars 2 Flip Open Table. For Disney’s Pirates of the Caribbean: On Stranger Tides, Jakks offers four-inch figures and four-inch Kids Only Cars 2 Puzzle furniture Battle Packs Figure Assortments modeled after the film’s characters. Each figure includes a unique LED accessory to reveal the figures’ inner secrets and reveal additional features on the Queen Anne’s Revenge Deluxe Ship playset. There are also six-inch Collector Figures and six-inch Movie Moments Figures. Jakks’ CDI roleplay line features Basic Swords, Deluxe Swords with motion-activated battle sounds from the film, the Jack Sparrow Roleplay Set, and a 26-piece Deluxe Dress-Up Trunk of pirate gear. Jakks will offer movie-themed toys for the action drama Real Steel, from DreamWorks Pictures, Touchstone Pictures, and Disney. Items will include a Real Steel five-inch Basic Robot Assortment, with 10 articulated robots with a light-up head and body and interchangeable limbs and accessories. The Real Steel 7.5-inch DLX Robot Assortment is a larger-scale version with signature robot moves. The WRB Built for Battle Set features two six-inch robots, the Atom hero robot, and the Zeus villain robot with swivel controllers for fighting moves. Real Steel 15-inch WRB Main Event Ring is built for the DLX Robot with activated crowd cheers, battle sounds, and movie quotes. The Real Steel Robot Brawler is a high-tech fighting game with remote controls to make robots jab and punch opponents.
Bandai America Bandai America’s 2011 toy lineup for the Cartoon Network television franchise Ben 10: Ultimate Alien includes action figures, roleplay items, vehicles, and playsets. New items available this fall include the Ben 10 Plumber Tech Kit, Ultimate Chest Badge, and Ultimate Ultimatrix. Bandai will relaunch a line of ThunderCatsbranded toys that includes a combination of classic collector items inspired by the original 1980s sci-fi/sorcery series and toys that align with the look of the new ThunderCats animated series. Items available this fall include four-inch figures, eight-inch collector figures, the Deluxe ThunderTank with four-inch figure, and the Deluxe Sword of Omens. Entering its 19th year in the U.S., the Power Rangers property is back in the hands of its original licensor Haim Saban and Saban Brands. Bandai will launch a fall toy lineup inspired by the new Power Rangers Samurai series, which will include Megazords that are unique to the brand.
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Big Ten: Ultimate Alien Plumber Tech Kit
LICENSING SHOW 2011 Hasbro
Scholastic
Hasbro, Inc., and Ruckus Mobile Media announced a strategic licensing agreement under which the companies will collaborate in developing interactive storybook applications based on Hasbro brands across all digital platforms. The first three children’s storybook apps—Tonka Chuck and Friends, My Little Pony, and Transformers Prime—debuted in May and feature interactive storytelling, including title-specific activities, coloring, and read-and-record functions. The apps will be built organically for mobile devices, weaving original storylines into overarching series themes and incorporating the latest in touchscreen technology to keep content fresh. Ruckus Mobile Media has been granted worldwide rights in English-speaking markets and released the Hasbro children’s storybook apps across a variety of popular mobile platforms, including Apple’s iOS and Google’s Android.
Clifford the Big Red Dog celebrated its 50th anniversary with licensed product from HP, Russ Berrie, The Canadian Group, Kidz Toyz, Zoobies, Twisterz, Ranir, Trends International, and Hero Nutritionals launching throughout the year. A new DVD, Clifford the Big Red Dog: A Big Family Musical, was released from Mills Entertainment. I Spy celebrated its 20th anniversary with new published releases from Scholastic, Briarpatch board games and puzzles, Kellogg’s fruit snacks, and interactive games for Leapster Explorer and Nintendo DS. Other new licensed product includes The Magic School Bus brand’s first console game, The Magic School Bus: Oceans for Nintendo DS. There will be new Scholastic and Little Scholastic products produced by Kids Station Toys, Kidz Toyz, Danara, and Green Hill. There’s Word Girl-branded comics from Kaboom Studios, Briarpatch games and puzzles, and Twisterz educational toys. Fortune Fashions and SGI signed on for Goosebumps-branded apparel. New publications and branded promotions are expected with Taco Bell for The 39 Clues. Scholastic Media also seeks licensees for Animorphs, FlyGuy, TurboDogs, Dear America, and Maya & Miguel.
Nelvana Enterprises Beyblade: Metal Fusion, the boys’ animated action property from Nelvana and d-rights, has been placed on broadcast networks in more than 45 countries. More than 100 international licensees have signed on for the property, including Konami, Basic Fun, Tech4Kids, Top Toy, Van der Erve, Leomil, Panini, Belltex, Ravensburger, and Cartorama. Available categories vary by country but include apparel, accessories, party goods, sports equipment, and home furnishings. Regional Beyblade battle tournaments from master toy licensee Hasbro will begin in late summer in the U.S. Winners will be sent to the national tournament at New York Comic-Con on October 16.
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The Jim Henson Company
Nickelodeon
Relaunched in the Henson family brands library is the children’s series Pajanimals. The series, featuring four musical puppets, is currently in production as a new half-hour series for the Sprout network to air this October. Based on the popular Pajanimals original musical interstitials that help kids ease into comforting bedtime routines, the series focuses on the four Pajanimals characters as they venture out on journeys of discovery only to return to bedtime each evening. There is currently a Pajanimals DVD (NCircle Entertainment) available in Toys “R” Us and Babies “R” Us. The DVD will have broad distribution in august, including through grocery and drug store chains. The Jim Henson Company will continue to develop a global Pajanimals licensing program for Pajanimals with an aim to launch new merchandise in Q3 2012. The Jim Henson Company will develop products that mirror the concepts of the show in categories including toys, publishing, sleepwear, slippers, bedding, bath, personal care, and developmental. New DVD titles, music, and digital applications are also in development. among the recent Dinosaur Train merchandise rollouts are the Dinosaur Train World Tour DVD, new collectibles from Learning Curve, MEGa Brands construction toy sets, and Uncle Milton Egg Hatchers and Dino Poop. Last month DecoPac and Hallmark greeting card and gift bag lines were introduced. Penguin and Random House continue to release books, and The Jim Henson Company has finalized new publishing agreements with PIL and Reader’s Digest. The Jim Henson Company continues to build its Fraggle Rock franchise’s licensing program. The series continues to air on The Hub. an animated spin-off series, The Doozers, is in development. The current Fraggle Rock licensing program includes adult T-shirts, accessories, home décor, adult Halloween costumes, plush toys, puppets, and more. archaia Studios Press will continue to introduce new Fraggle Rock graphic novels in 2011, and a new line of scents, through Black Phoenix, will also be introduced later this year.
Nickelodeon Consumer Products (NCP) will unveil products and new merchandising partners for its new and established properties, including Teenage Mutant Ninja Turtles, Winx Club, Team Umizoomi, and Victorious. Coming off of the global licensing success of Dora the Explorer’s 10th anniversary in 2010, NCP will introduce a broad new lineup of toys from Fisher-Price and MEGa Brands. The new products will include Dora the Explorer-themed fashion dolls with corresponding books and fashions, a new roleplay kitchen, construction sets, and more. SpongeBob SquarePants is the inspiration for new toys from LEGO, Hasbro, THQ, and Cardinal. SpongeBob-themed building sets, construction toys, and video games will be featured in the new product lineup. Master toy licensee Spin Master and Sakar International announced toy lines that will feature innovative Victorious products, such as fashion dolls, playsets, and consumer electronics for fans of the show.
Warner Bros. Consumer Products Leading Warner Bros. Consumer Products’ (WBCP) portfolio of entertainment properties is The Dark Knight Rises, slated for a summer 2012 release. WBCP, DC Entertainment, and Nick Grace of Water Lane Productions Ltd., teamed up to produce Batman Live—an action-packed live stage show that will tour arenas around the world. Green Lantern hits theaters on June 17 and is supported by master toy licensee Mattel and other licensees worldwide. Next year a new CG series, Green Lantern: The Animated Series, will be part of Cartoon Network’s new DC Nation programming block.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 53
LICENSING SHOW 2011 Classic Media
Paramount Licensing
Classic Media’s Where’s Waldo? gears up Voltron for its 25th anniversary next year. The popculture icon will be seen around the world in publishing, mobile, apparel, stationery, and other key categories. Ludia released the new app Where’s Waldo? in Hollywood. A new consumer products program will roll out for the animated preschool series Tinga Tinga Tales. The show, which debuted in the UK in February 2010, launched in the U.S. on Disney Junior earlier this year. The consumer products program began rolling out in the UK across more than a dozen leading categories, including toys (Bandai as global master toy partner), publishing (Penguin Group as global master publishing partner), apparel, games, and more. Consumer products partners lined up for the U.S. launch of Tinga Tinga Tales include Ravensburger (puzzles), Pressman Toy (games), and University Games (Colorforms activity products). Voltron, the 1980s TV series, returns as the all-new animated series Voltron Force. It will debut in the U.S. on Nicktoons and with other key broadcasters worldwide this year. A roster of licensees, led by Mattel and THQ, are on board to reintroduce Voltron to a new generation. Mattel will develop toy lines based on the classic Voltron and new Voltron Force. THQ’s first game is scheduled for release this fall. Joining these global partners for the U.S. launch are The Bentex Group via its Extreme Concepts division (T-shirts/tops) and its Dreamwave division (swimwear/sleepwear), Rubie’s Costume Company (costumes), VIZ Media (kid’s graphic novels for Voltron Force), and Dynamic Forces (new comic books and graphic novels for classic Voltron). Big Idea Entertainment, a member of the Classic Media family, will expand the licensing program for its VeggieTales brand. Big Idea recently inked deals with several new licensing partners across key categories, including floor and tabletop cardboard playsets from Box Creations, GigglePOD interactive kid’s video booths from Primary Leisure Global, and removable wall art from Brewster Home Fashions, in addition to deals with Golden Chair for children’s furniture and DayWind for karaoke CDs.
Paramount Licensing seeks licensees worldwide for a large roster of upcoming film releases. From Academy Award-winning director Martin Scorsese comes a film based on the acclaimed children’s book and New York Times bestseller The Invention of Hugo Cabret. The movie tells the story of an orphan boy named Hugo who lives in the walls of a Paris train station. A cryptic drawing, a treasured notebook, a stolen key, and a mechanical man form the backbone of this mystery. The Invention of Hugo Cabret is scheduled to be in theaters November 23. Steven Spielberg will direct The Adventures of Tintin, the story of a daring young investigative reporter named Tintin who, with his dog Snowy, will stop at nothing as he solves mysteries. Produced by Peter Jackson and based on the classic comic and characters created by Belgian artist Hergé, this film features motion-capture technology from Jackson’s company, Weta Digital. The Adventures of Tintin is slated for a December 23 release. Paramount Licensing has exclusive merchandise rights representing the motion picture and has already signed a roster of consumer products and publishing licensees tied to the film launch. Licensees include The Noble Collection (collectibles), Ravensburger (puzzles and games), Rubie’s (costumes), Ty, Inc. (plush), Unilever France (mustard sold in collectible glasses), Weta/Harper Collins (artwork book), Danilo (calendars), Nikko (remote-controlled vehicles), and many more.
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HIT Entertainment This fall a new Thomas & Thomas & Friends Friends CG-animated feature-length movie, Day of the Diesels, will debut on DVD (U.S.—Lionsgate Home Entertainment) around the world. Thomas & Friends licensees worldwide, including Fisher-Price, Random House, Egmont, MEGa Bloks, and Learning Curve, will create more than 75 tie-in products, including books, games, engines, playsets, apparel, bedding, and accessories based on Day of the Diesels. Day of the Diesels mobile and tablet applications are scheduled for this year, as well as e-books launching from Random House. HIT Entertainment will announce new partners for angelina Ballerina. a new feature DVD release, Angelina Ballerina The Shining Star Trophy, debuts in august. New games and puzzles are launching this year from I Can Do That! Games. Angelina Ballerina The Musical will travel to select cities in North america this year. HIT’s partnership with the Dizzy Feet Foundation to create the angelina Ballerina Stars of Tomorrow (aB Stars) dance program has expanded to additional Boys & Girls Clubs locations across the nation. HIT Entertainment and Corus Entertainment’s Nelvana Studio teamed up to produce 52 12-minute episodes of Mike the Knight, a new preschool series set in the medieval land of Glendragon. Nelvana Enterprises will represent the series in broadcast and home entertainment in Latin america and France, as well as broadcast in the U.S., while HIT Entertainment will represent Mike the Knight in all other territories globally. More than 20 licensees have signed on with Mike the Knight, including Character Options as master toy licensee in the UK and Simon & Schuster as global publishing partner.
Mattel and Fisher-Price Titan Magazines is a new partner for Mattel’s Barbie brand, publishing Barbie Magazine. The magazine includes stories, puzzles, posters, do-it-yourself crafts, and free stickers in every issue. The editorial journal from Little, Brown Books for Young Readers reveals the secrets of the students of Monster High and prompts girls to capture their creative inspiration while offering beauty tips, inspirations, fashion tips, and do-it-yourself projects. Mattel and JEM Sportswear (awake, Inc.) collaborated to introduce a line of tween girls sportswear and fashion tees inspired by Monster High. JEM will introduce fashion tops, tees, tanks, and hoodies with specialty washes and silhouettes, along with lace, studs, and glitter embellishments. Partnering for the first time, Xcessory International brings Monster High to roleplay. Xcessory International will introduce character-specific items that let girls dress up and roleplay as their favorite Monster High character with pettiskirts, leg and arm warmers, wigs, and box sets, as well as decorative storage trunks to store the entire collection. Blip Toys introduces Barbie and Hot Wheels Squinkies. The brands join forces this year to bring girls and boys a new way to play with their favorite brands. Barbie and Rawlings will team up to bring Barbie-branded tee-ball bats to the field. Singer-songwriter Jewel, in partnership with Fisher-Price and Somerset Entertainment, will release a new Rawlings Barbie tee-ball bat album for children entitled The Merry Goes ’Round. Jewel wanted to write an album for her son that would grow with him through different stages of development—from up-tempo songs for dancing to storytelling lyrics and songs with good morals. The album will include more than 15 songs, featuring four classics including “The Green Grass Grows all around” and “My Favorite Things,” plus new songs, embracing such diverse musical styles as bossa nova, country, folk, and Dixieland.
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LICENSING SHOW 2011 Lisle International
Disney Consumer Products
ZhuZhu Pets, the creation of St. Louis-based firm Cepia LLC, has grown from the original four interactive hamsters into a whole Zhuniverse of pets and playsets. This has led to a worldwide ZhuZhu Pets licensing program with a wealth of merchandised product entering the market and further opportunities available for prospective licensees. Lisle International is the master licensing agent outside of the Americas for ZhuZhu Pets. (Cepia handles licensing in North and South America.) Lisle has appointed sub-licensing agents in important territories. These sub-licensing agents include Character Licensing & Marketing for South Africa, Stella Projects for Australia and New Zealand, and Kidz Entertainment/EEMC for Nordics and Eastern Europe. The latest developments for the brand include the new 72-minute 3-D, CGI-animated The Quest for Zhu to be released on DVD this year and a second movie for 2012 called Power of Zhu.
On June 24, Disney-Pixar’s Cars 2 hits theaters, bringing back Lightning McQueen and Mater, plus a whole new group of characters and storylines. Disney Consumer Products (DCP) will continue to support the Cars franchise with new content across media platforms, such as new theme park attractions and new product lines. Starting this summer, The Story Begins With You campaign will kick off a series of entertainment content and promotions for the Disney Princess franchise. From Phineas and Ferb to Shake It Up, Disney Channelinspired properties will introduce new product line assortments at retail leading into 2012. Additionally, with the January 2012 launch of Disney Junior, Disney’s first 24-hour cable channel focused on preschool programming, DCP is developing licensing programs to launch merchandise in conjunction with new series in fall 2012. In 2011, the Winnie the Pooh franchise will be driven at retail through a companywide effort that will bring new focus and take Pooh back to its roots. With the release of the Winnie the Pooh film in July, an updated merchandise program, and a digital book application, the franchise will offer incremental licensing opportunities through the DVD window and new programming on Disney Junior. The Mickey Mouse franchise will thrive from added focus through Disney Junior programming, which will multiply the reach and frequency of this classic character and serve up new licensing opportunities for Mickey and friends.
Lucasfilm Ltd. Lucasfilm Ltd. and Twentieth Century Fox announced that the 3-D theatrical launch of Star Wars Episode I: The Phantom Menace will be February 10, 2012. Supervised by Industrial Light & Magic, the conversion is being done with utmost respect for the source material, and with an eye for both technological considerations and artistic intentions.
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Marvel Entertainment
Sony Pictures Consumer Products
Marvel Entertainment’s major initiatives include a licensing and merchandising campaign to support Marvel Studios’ upcoming theatrical slate, a sequence of individual Marvel franchise films culminating with the multi-character movie The Avengers on May 4, 2012. Marvel will establish the Avengers Assemble initiative as the tentpole franchise that will help drive licensed product sales through 2012 and beyond. Marvel is positioning Avengers Assemble as an umbrella theme that will provide licensees and retailers the opportunity to develop integrated, long-term consumer products programs based on the individual films and the overall story arc. With partners already on board for portfolio-wide programs, including master toy licensee Hasbro, Hallmark for social expressions, Franklin for sporting goods, and Maisto for die-cast toy vehicles, Marvel is looking to assemble a roster of licensees across all core categories, as well as innovative retail and co-branded programs. Marvel is building a comprehensive licensing and merchandising program to support its slate of TV animation, highlighted by The Super Hero Squad Show. With customized style guides providing fresh art, Marvel continues to develop full licensing and merchandising programs across all key categories, with both new and existing partners, along with promotional and retail plans to support its slate of animated series. Gazillion Entertainment has developed a massive multiplayer online (MMO) game based on The Super Hero Squad franchise, which is scheduled to launch shortly. Marvel is currently looking to secure new deals to develop merchandise based on the unique look of the property. Marvel will be creating innovative retail partnerships to support The Super Hero Squad franchise.
The upcoming movie slate from Sony Pictures includes The Pirates! Band of Misfits, which tells the story of the luxuriantly bearded Pirate Captain. With his rag-tag crew in tow, he’ll go on a quest from the exotic shores of Blood Island to the foggy streets of pirate-hating Victorian London. Along the way he’ll battle a diabolical queen and team up with a haplessly smitten young scientist, but never lose sight of what a pirate loves best: adventure. The 3-D, CG-animated family comedy Arthur Christmas, an Aardman production for Sony Pictures Animation, at last reveals the answer to every child’s question: How does Santa deliver all those presents in one night? The answer: Santa’s ultra-high-tech operation hidden beneath the North Pole. In Hotel T, Dracula owns a hotel where the world’s monsters—Frankenstein and his bride, the mummy, werewolves, zombies, gremlins, and more—can relax in a human-free environment. But Dracula’s teenage daughter Mavis wants to explore the world beyond the hotel. Dracula’s plans to keep Mavis home go horribly wrong when a curious young traveler named Jonathan finds the hotel and falls for Mavis. The Smurfs make their first 3-D trip to the big screen in Columbia Pictures/Sony Pictures Animation’s hybrid live-action and animated family comedy, The Smurfs. When the evil wizard Gargamel chases the Smurfs out of their village, they’re forced through a portal out of their world and into ours, landing in the middle of New York’s Central Park. The Smurfs must find a way to get back to their village before Gargamel tracks them down. Ubisoft will develop and publish a video game based on the movie for the Wii and Nintendo DS.
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LICENSING SHOW 2011 Chorion
Sakar International
Headlining Chorion’s 2011 portfolio is animated action-adventure series Octonauts. The preschool series airs on CBeebies (UK), TF1 (France), ABC (Australia), and Discovery Kids (Latin America), and is set to air on Disney Junior (U.S.) next year. Fisher-Price, Chorion’s master toy partner, will launch a new toy range this year. With initial Gaspard and Lisa rollout in the UK in August, the line includes a range of figures, vehicles, and playsets. Publisher Simon & Schuster (UK) launched initial TV tie-in books in March, with further titles planned for launch throughout the year. Last year Chorion’s preschool series Gaspard and Lisa launched on TF1 France, and it is set to air on Disney Junior (U.S.) in 2012. The series is based on the books written and illustrated by the husband-and-wife team of Anne Gutman and George Hallensleben, which are published by Hachette Jeunesse. Chorion is currently developing the consumer products program for the U.S., France, and other international markets, following a successful licensing campaign in Japan.
Sakar International announced a licensing agreement to create branded youth electronics featuring Heathcliff, the 1970s comicstrip cat. The property is managed by FitzRoy Media. Heathcliff digital products and accessories, including earbuds, headphones, flash drives, cameras, cases, and sleeves for portable devices, are scheduled to be in stores in Q1 2012. Maxx The Sock Monkey, created by Street Players Holding Corporation, will be on branded youth electronics under a license agreement between Street Players and Sakar International. Two dozen Sakar SKUs ranging from molded monkey-shaped earbuds and fuzzy headphones to computer accessories, cases, and cameras are scheduled for early 2012 release.
The Wildflower Group
Cut the Rope
The Wildflower Group will develop a licensing and merchandising program for Cut the Rope, the physics-based app game. The Wildflower Group is in discussions with potential licensees for a variety of categories. Commonwealth Toy & Novelty will produce soft/plush toys and accessories, PVC toys and accessories, activity sets, room décor, and balls. Changes placed T-shirts, sweatshirts, fashion tops, and track jackets for kids, teens, young adults, and adults at retail nationwide.
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Copyright Promotions Licensing Group New Richard Scarry’s Busytown products include a toy line from master toy licensee The Bridge Direct this fall and the Eye Found It! board game and the Busy, Busy Airport Game from The Wonderforge’s I Can Do That! Games division. Copyright Promotions Licensing Group (CPLG) renewed its year-long partnership with AAA and Richard Scarry’s Busytown to continue promoting child passenger safety. Koba Entertainment will launch a live Busytown stage show this fall. CPLG expanded the Strawberry Shortcake licensing program. Licensees include Candyrific, McSteven’s, Vita Food Products, DecoPac Pizza Prints, Dr. Fresh, and Added Extras.
part of the Busytown Play System from The Bridge Direct
FremantleMedia Enterprises
MGA Entertainment
Headlining the product slate for FremantleMedia Enterprises (FME) are global brands The X Factor, Idols, Got Talent, and Rebecca Bonbon. The X Factor airs in 20 territories, and the U.S. version will air this fall. Got Talent airs in 42 territories, and Idols is broadcast in 44 territories. Rebecca Bonbon continues to grow with new merchandising deals across Europe and Asia Pacific. FME’s Children’s & Family Entertainment division brings a slate of global licensing opportunities, including the boys’ action/adventure animated series Monsuno (a joint venture between FME, Dentsu, and Jakks Pacific launching later this year), tween horror/comedy My Babysitter’s a Vampire, Tree Fu Tom, and The Aquabats Super Show, a hybrid of concert footage, live-action skits, and animation featuring the popular rock band from the producers of Yo Gabba Gabba. FME’s development deal with Terri, Bindi, and Robert Irwin and the Australia Zoo continues to generate excitement in the kids space. The FME Americas licensing team represents a range of brands including American Idol, which celebrated its 10th anniversary last month. The team will showcase Rebecca Bonbon, which continues to grow in North America with the recent announcement of Jennette McCurdy, teen star of Nickelodeon’s iCarly, as spokesperson. FME Americas will also focus on its portfolio of game shows including The Price is Right, Family Feud, Hole in the Wall, Let’s Make A Deal, and Press Your Luck. FME continues to grow these classic favorites with new audiences on new media platforms.
MGA Entertainment granted Activision Publishing, Inc., the exclusive worldwide rights to develop, manufacture, and distribute video games based on the Lalaloopsy brand and characters. The agreement covers entertainment software products across multiple platforms such as handheld, console, and connected platforms, as well as PC and mobile devices. The new Lalaloopsy video games are expected to debut this holiday.
Ludorum Ludorum continues to expand the global licensing program for Chuggington. A comprehensive U.S. consumer products program will begin to roll out this year. Twenty-five partners have come aboard, including Hallmark, Crayola, MEGA Brands, Freeze, Hedstrom, and more. Just one product example from licensee Learning Curve is the Chuggington Interactive Railway All Around Chuggington Set. Featuring spiral elevation and 60 pieces, this set has a three-foot layout and three interactive train stops: a loading yard, a tower platform, and a roundhouse with interactive Vee figure. It also includes an interactive Wilson engine, hopper car, and six pieces of cargo. Vee and Wilson recognize and react with other Chuggington Interactive engines and train stops. The set features more than 250 sounds and phrases when used with other Chuggington Interactive products. It is for ages 3 and up.
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LICENSING SHOW 2011 Big Tent Entertainment Big Tent Entertainment expands its licensing program for Domo, bringing on board new licensees this year. The renewal deals for the property include Concept One and Dark Horse Comics, as well as new licensees Abrams (calendars, books), Advanced Graphics (cardboard standees, wall jammers), Classic Imports (home décor), Elope (costumes), Gramify (mobile voice greetings), Hori (video game accessories), License2Play (plush, novelty items, and select games), MTC Marketing (outerwear), PS Brands (fashion accessories), Coveroo (laser engravings), and Music Skins (mobile accessories). In addition, Domo can be found in the Facebook game Planet Domo and on the iPhone. A line of Domo-inspired virtual goods are available on the WeeMee Avatar Creator app from Virtual Greats. Big Tent will continue to expand the Domo licensing program in fashion, video games, casual games, electronics, and home décor. Internationally, Domo has programs in Mexico, the UK, and Australia/New Zealand. For the back-toschool season in Mexico, Best Trading and Musul signed on for school supplies. The UK’s Forbidden Planet will run a Domo promotion in its stores. Stella Projects and Jay Jays are two licensees for Australia/New Zealand. Through PixFusion’s patented photo-personalized video technology, internet users can digitize themselves into a wide range of branded online content by simply uploading their own personal photos. Companies such as Mindspark, Pep Boys, and JibJab are already utilizing the PixFusion technology to promote their brands. Big Tent and PixFusion teamed up with comic strips Garfield and Dilbert to launch fully animated and personalized comic strips that enable fans to star alongside their favorite characters.
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The Joester Loria Group The Joester Loria Group represents kids’ properties, including Pinkalicious. The Pinkalicious consumer products program continues to expand with dress-up, dolls, apparel, bikes, games, puzzles, and more. New products include paper party goods, fashion accessories, bedding and room décor from Franco, and interactive games from Gamemill. Baby Genius announced a new global master toy partnership with Jakks Pacific’s Tollytots to develop and market preschool music-based electronic and classic toys. The line, slated to launch in fall 2012, will be introduced at the Fall Toy Preview in October. Other new licensed products Pinkalicious include mobile apps and e-books.
Fox Consumer Products
The Simpsons
Fox Consumer Products helps The Simpsons celebrate its 500th episode this year, while Family Guy will celebrate its 10th anniversary. On the big screen, Alvin and the Chipmunks are Chipwrecked, Scrat triggers a worldchanging cataclysm in Ice Age: Continental Drift, and from Blue Sky Studios comes an all-new animated tale called Leaf Men. Tim Burton presents the 3-D action-thriller Abraham Lincoln: Vampire Hunter, and Ridley Scott helms the epic sci-fi film Prometheus.
LICENSING SHOW 2011 Discovery Communications Discovery Communications and its licensing agent, The Joester Loria Group (TJLG), plan to broaden the already existing pet and lifestyle programs for Animal Planet and develop new merchandising programs that enable individuals to integrate their love of animals into their everyday lives. Some of the core focus areas for the Animal Planet licensing program over the next year will be publishing, building upon major deals signed recently including a 30-title book series with Kingfisher (MacMillan Publishing). The first Animal Planet Baby products will debut at retail this year. As part of the re-launch of DiscoveryKids.com, Discovery Kids will unveil an array of gaming initiatives that tie into the brand’s “explore the world around you” theme. The new online offerings follow on the heels of Seek Your Own Proof, Discovery Kids’ first online community and game that engages kids in investigating history and science as secret agents through online and real world missions. Expanding on the activities featured in the online version of the game, Discovery Kids launched two iPhone applications this spring—Discovery Kids: Agent Arcade and Discovery Kids: Field Missions. This year, Big Tent Entertainment is also expanding the Discovery Kids brand into the home textiles category with licensees Franco Manufacturing and Cosrich Group, Inc. Franco Manufacturing has signed on to create rugs, draperies, blankets, bath and beach towels, throw blankets, and vinyl placemats inspired by the brand, while Cosrich will release a line of bath activity products including soap, body wash, bubble bath, shampoo, bath crayons, sponges, stone paper sheets, fizzing bath rocks, and foam pieces for kids using eco-friendly materials and packaging. Big Tent is looking to expand the licensing program for Discovery Kids in the following categories: video game and MMO, electronics, apparel, home décor, outdoor sport, food, and promotional partnerships.
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TK Brand Group Tamra Knepfer’s TK Brand Group, which opened in April, offers brand management expertise, specializing in licensing and brand marketing services for entertainment and character properties, corporate brands, and fashion, art, and lifestyle programs. TK Brand Group has quickly amassed a roster of clients. It has been named SqwishLand the worldwide licensing collectible toys agent of record for the toy collectible with online game SqwishLand. TK Brand Group is building the foundation for the SqwishLand licensing program, securing licensees in plush, toys and games, video games, and key softline categories.
CBS Consumer Products CBS Consumer Products expanded the Star Trek brand’s interactive gaming platforms with last year’s launch of the Star Trek Online MMO, IGT’s new online casino slots, and an upcoming free-to-play browser game from Gameforge all leading up to the JJ Abrams’ Star Trek sequel, which will hit theaters in summer 2012. PPW Toys will introduce the first Mr. Potato Head toy line based on the most popular characters from the original series and The Next Generation. Titan Merchandise will create busts based on characters from all eras of Star Trek. Bandai will offer card deck-building games based on the original series and The Next Generation. USAopoly brings Star Trek to the classic game of Monopoly with Klingon Monopoly. Mighty Fine will create a line of knit tops, T-shirts, hoodies, and fleece. Pez Candy will release a Pez collector’s set next year to celebrate the 25th anniversary of The Next Generation.
Zinkia Entertainment Zinkia Entertainment continues to build Pocoyo on a global scale with new strategic partnerships, new product lines, new content, digital expansion, and strategic marketing campaigns. Pocoyo is the newly announced Global Kids Ambassador for the World Wildlife Fund’s Earth Hour Beyond the Hour 2011 campaign. Bandai America, master toy partner in the U.S., debuted a line of toys at Toys “R” Us, including SwiggleTraks, a colorful, flexible racetrack. SwiggleWheels are motorized vehicles that run on the SwiggleTraks. Also new are DVD releases from NCircle Entertainment and soon-to-beannounced key publishing and apparel licensees. Advance plans for the U.S. for 2012 and 2013 include new SKUs from Bandai America, the release of the video game Pocoyo Circuits, and the Pocoyo theatrical 3-D feature release.
American Greetings Properties Pocoyo toys
New this year for Strawberry Shortcake is the second season of Berry Bitty Adventures. Copyright Promotions Licensing Group (CPLG), licensing arm to Cookie Jar Entertainment, continues to work with American Greetings as the global licensing agent for Strawberry Shortcake. There are nearly 500 licensees worldwide, including global licensing partners Hasbro and Fox Home Entertainment. Since their introduction as characters on a line of greeting cards, Twisted Whiskers has been brought to life through a television series on The Hub. The wacky CGI-animated cartoon features dogs, cats, and other animals in ridiculous and absurd situations. There is always a “twist” at the end of every episode.
Striker Entertainment
Cartoon Network Enterprises
Striker Entertainment/Most Management is handling North American licensing for Rovio’s Angry Birds, the No. 1-selling app, with a roster of licensees that includes Mattel, Trends International, Fifth Sun, CSS Paper Magic, and Commonwealth Toys. Striker Entertainment/Most Management is also working on the licensing program for Summit Entertainment’s Twilight Saga: Breaking Dawn Parts 1 & 2.
Cartoon Network Enterprises’ (CNE) Ben 10 franchise is in its sixth year. New details will be announced a Redakai regarding the next chapter in the anicard mated TV series, brand partnerships and extensions, and international initiatives. CNE will highlight Spin Master’s portfolio of brands, led by the new Redakai 3-D trading card game and girls’ collectible toy Zoobles. With the Redakai game launch and animated series set to debut later this year, CNE will meet with partners to discuss strategy and timing behind the consumer product rollout. CNE will also announce partners in apparel and back-to-school. For Zoobles, CNE is actively meeting with partners to extend the brand into a range of consumer products categories.
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YOU’RE HIRED
imPerial toy reeves international michelle Winfrey, branD manager michelle Winfrey joined reeves international as brand manager for reeves’ specialty toy lines. Winfrey will be responsible for the overall business management of these lines including marketing, merchandising, sales leadership, and the overall growth of the specialty toy lines within the u.s. market. Previously, Winfrey was marketing and compliance manager for Playmobil usa. she is a member of the toy industry association’s marketing to children committee. in addition to her toy industry experience, Winfrey is a published author of four books, the latest of which is A Mom’s Guide to Surviving High School Athletics.
genna rosenberg, executive vice-PresiDent, strategic marKeting, communications, anD business DeveloPment imperial toy hired genna rosenberg as executive vice-president, strategic marketing, communications, and business development. rosenberg served most recently as senior vice-president of communications, investor relations, and philanthropy for Jakks Pacific. Prior to joining Jakks, rosenberg was employed by sharpe Pr & marketing and also ran her own company, gennaration Public relations and marketing.
Debmar-mercury Doyle & Kramer, Promotions Debmar-mercury named Darren Doyle and Jim Kramer to the newly elevated posts of senior vice-president, sales, on the east and West coasts, respectively. Kramer, who previously served as vice-president, sales for Debmarmercury since 2006, will represent Debmar-mercury throughout the Western u.s. Doyle, who previously served as vice-president, sales for the company since 2007, will handle the eastern u.s. at Debmar-mercury, Kramer and Doyle have helped launch The Wendy Williams Show, House of Payne, Meet the Browns, and the forthcoming The Jeremy Kyle Show.
the uniteD states Playing carD co. marc hill, PresiDent Jarden branded consumables announced that marc hill joined the Jarden family as president of the united states Playing card company (usPc). hill brings 20 years of leadership experience in sales and marketing to this role. he most recently served as cmo of freedom group, a global manufacturer of firearms, ammunition, and related products. Prior to this, hill held various senior leadership roles with a variety of consumer brand companies, both in the u.s. and globally.
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events of
Calendar
Industry-Related Trade Shows July 21–24
Comic-Con International
comic-con.org
San Diego Convention Center
San Diego
26
Royaltie$ BRand ShowcaSe
anBmedia.com
the altman Building
new yoRk city
28–30
OASIS Gift Show
oasis.org
Phoenix Convention Center
Phoenix
30–31
Indy Baby & Toddler Expo
bebepaluzza.com
Renaissance Schaumburg Convention Center
Chicago
Minneapolis Mart Gift, Home & Acc. Show
mlpsgiftsmart.com
Minneapolis Mart Showroom
Minnetonka, Minn.
6–10
Reed Gift Fairs
reedgiftfairs.com
Melbourne Convention & Exhibition Centre
Melbourne, Australia
13–18
New York International Gift Fair
nyigf.com
Jacob Javits Convention Center
New York City
August 5–9
september 23–26
ABC Kids Expo
theabcshow.com
Kentucky Exposition Center
Louisville, Ky.
27
time to Play Fall ShowcaSe
timetoPlaymag.com
the altman Building
new yoRk city
1–2
MIPJunior
mipworld.com
Palais des Festivals
Cannes, France
3–6
MIPCOM
mipworld.com
Palais des Festivals
Cannes, France
4–6
Fall Toy Preview
toyassociation.org
Dallas Market Center
Dallas
4–6
G2E
globalgamingexpo.com
Sands Expo & Convention Center
Las Vegas
20–23
iHobby Expo
ihobbyexpo.com
Donald E. Stephens Convention Center
Rosemont, Ill.
OctOber
NOvember 17–18
Toy & Game Inventor Conference
tagie.net
Navy Pier
Chicago
19–20
Chicago Toy & Game Fair
chitag.com
Navy Pier
Chicago
December 4–7
Grand Strand Gift & Resort Show
grandstrandgiftshow.com
Myrtle Beach Convention Center
Myrtle Beach, S.C.
5–10
International Halloween Show
hiaonline.com
TBA
New York City
THE
ROYALTIE$ BRAND SHOWCASE JULY 26 ALTMAN BUILDING, NEW YORK CITY WWW.ANBMEDIA.COM TIME
THE
PLAY FALL SHOWCASE SEPTEMBER 27 ALTMAN BUILDING, NEW YORK CITY WWW.TIMETOPLAYMAG.COM
TIA FALL TOY PREVIEW 2011 OCTOBER 4–6 DALLAS MARKET CENTER, DALLAS WWW.TOYASSOCIATION.ORG
TO
66 TOYS & FAMILY ENTERTAINMENT JUNE 2011
JACOB
TOY FAIR 2012 FEBRUARY 12–15; JAVITS CONVENTION CENTER, NEW YORK CITY WWW.TOYASSOCIATION.ORG