HALF-SHELL HEROES
Teenage Mutant Ninja Turtles has been a massive hit for Nickelodeon, with a popular animated series, big movie franchise and strong consumer products programme. Now preschool fans have their very own Turtle heroes, in the form of Half-Shell Heroes. The Half-Shell Heroes’ toy line has been a major success with other consumer product categories to follow in 2016/17.
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ince Nickelodeon’s relaunch of Teenage Mutant Ninja Turtles in 2012, the brand has gone from strength to strength, with the animated series in its fourth season and the second film coming to the big screen in June 2016. The core brand is targeted at boys aged 6 to 11 years, but with the introduction of the Half-Shell Heroes back in 2014, Nickelodeon has extended the Turtles into a whole new preschool demographic. In this case, the content did not come first. Half-Shell Heroes started as a toy line, with a softer, gentler look for the Turtles, as Marianne James, VP Consumer Products, UK and Ireland and European Retail Sales and Marketing, explains: “The Half-Shell Heroes are a stepping stone for kids before they get into ‘proper’ action figures. Half-Shell Heroes are the perfect introduction to Teenage Mutant Ninja Turtles for preschoolers before they move onto the core animated series.” Top: Half-Shell Heroes is extending into new product categories. Right: The HalfShell Heroes dinosaur range from Flair.
The toys are distributed by GP Flair in the UK and according to NPD figures from 2015 was the number one new preschool property (action figures), quite an achievement considering there has only been a one-hour TV special based on the HalfShell Heroes. “We’ve been able to come up with a version of the Turtles that resonates with a younger audience and parents, based almost solely on the strength of the core brand,” says Marianne. Nickelodeon is working with partners to bring Half-Shell Heroes to other consumer product categories. Centum Books is on board to bring story books, activity books, annuals, sticker books and novelty books with the first titles out in May 2016. A number of apparel partners have been signed, including TVM Fashion Lab and Cooneen, and the Ninja Corporation for outdoor
toys. Other new signings include Kokomo for health and beauty and Lightbody for celebration cakes. “This is a big year for Teenage Mutant Ninja Turtles, with the new film out in June,” says Marianne. “There is so much happening for the brand on all levels, and we expect that is going to impact on the HalfShell Heroes as well. It’s an exciting time to be involved with the Turtles.”
HERO TOYS
The Half-Shell Heroes has been a great success for Flair, as Nic Aldridge, marketing director at GP Flair explains: “The collection first went on shelf just before Christmas 2014 and at the time we thought it would do well as the market was in need of good older preschool boy’s toy brand, but it far exceeded our expectations. Now 18 months later, the brand is going from strength to strength, helped by the Turtles - Blast to the Past TV special and DVD release. We are seeing a great response to the Half-Shell Heroes range linked to the episodes which has introduced dinosaurs, another familiar play theme, into the mix. We also have some great new product development for AW16 and on into 2017 which we are all excited about.” Right: Nic Aldridge of GP Flair
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