60-61 LSB Q4_muk.qxp_NEW LSB 2008 GRID 15/09/2020 09:03 Page 60
Q4 HIGHLIGHTS
Pups, fashion and music Heading into the key Christmas period, several retail marketing campaigns are in place to drive sales both online and in-store across ViacomCBS Consumer Products’ portfolio. One key multi-brand campaign - Winter-Funderland - includes watch and win on-air activity, amplification across the Nick Jr fan club, plus social channels to support PAW Patrol, Ryan’s World and Baby Shark. After a successful launch on channel and at retail this year, PAW Patrol Dino Rescue will continue its race into Q1 2021, with the release of Moto Pups, a new PAW Patrol thematic launching in March 2021 on Nick Jr. alongside a line of Spin Master toys before the summer Above: Moto Pups is theatrical release of PAW Patrol the Movie by Paramount. the new PAW Patrol Early 2021 will see the culmination of the MTV and British Fashion Councils ‘Music Meets Fashion’ theme launching in competition at London Fashion Week. MTV is also partnering with artist Johnny Orlando for March 2021. merchandise that will range from fashion and accessories and more, while Nickelodeon has entered an overall partnership with teen sensation That Girl Lay Lay. 2021 will also be the year for new plans to drive iconic properties Garfield, Star Trek and launch the current US preschool hit Blue’s Clues & You. ViacomCBS Consumer Products is a Platinum sponsor at Festival of Licensing and will be involved in the Community & Wellbeing section of the event. Below: Boat Rocker has plans to grow Love Monster even more into 2021.
A modern classic
Spreading the love Based on the bestselling books by Rachel Bright, Love Monster has amassed over seven million iPlayer requests since launching on CBeebies in January. Master toy partner Golden Bear is launching its initial range in October, while new licensees include Cooneen (nightwear/underwear); Dreamtex (bedding/home textiles); Blues (daywear/swimwear); and Amscan International (dress-up clothing/accessories). Nightwear is set to launch from AW20, with the additional categories following from spring 2021. Fresh from celebrating its 200th episode, tween reality-style dance drama The Next Step has extended its successful partnership with London’s iconic Pineapple Dance Studio, which is now hosting sell-out themed workshops online. The equally popular co-brand Pineapple x The Next Step apparel collection is now also available online at Next where it is enjoying buoyant sales. Finally, ‘pre-westoric’ preschool animation Dino Ranch is due to premiere on Disney Junior US in 2021, with Jazwares (global master toy) and Scholastic (publishing) already on board.
60
Approaching its 25th anniversary next year, Pokémon’s status as an iconic classic brand has never been more apparent. This year has seen a range of activity across its multiple touch points. Pokémon Sword and Pokémon Shield launched a new expansion pass, while new games announced include New Pokémon Snap for Nintendo Switch, a contemporary follow-up to the hit 1999 game; puzzle game Pokémon Café Mix, also on Switch plus mobile devices; and Pokémon UNITE, the first strategic Pokémon team battle game. The recently announced Pokémon Trading Card Game Battle Academy, meanwhile, reimagines the TCG as an easy to learn and fun to play family board game. In addition, mobile app Pokémon Smile is taking the brand in a new direction, aiming to make brushing teeth fun for kids. The licensing programme has seen a number of new products and collaborations with companies including Wicked Cool Toys, Mattel, Ravensburger, Build-a-Bear and OTL Technologies among others. Fashion continues to be a booming sector for Pokémon, with diverse direct to retail partners including H&M, Zara, Bershka, Pull&Bear, Undiz and Celio, while special collections from Adidas, Original Stitch and UNIQLO – with the Daniel Arsham x Pokémon tshirt collection launching as part of a unique art project – attracted much attention. New partnerships included the FA to support futsal and Cadbury.
Above: Pokémon is approaching its 25th anniversary next year. LICENSING SOURCE BOOK EUROPE 2020