TOTAL LICENSING Could you tell us something about the Feisty Pets toys? What makes this brand different from other toy brands? Valentina: “Feisty Pets are interactive plush toys with a difference. They look cuddly and cute but transform from friendly to ferocious when squeezed. This simple concept has been a massive hit. The brand was created by Mark Forti of William Mark Corporation (WMC) and launched at the New York Toy Fair in 2016, but it was online that it made its first major impact. Feisty Pets has grown into a media and toy sensation partly thanks to millions of fans posting their films across social media. Fan-videos have gone viral leading to an inkling of an idea: Feisty Films, a “toys-to-life” series capturing the most popular memes, current events, pop-culture trends, TV shows and films!”
Why do you think the brand will be popular in Iberia and Italy? Valentina: “The innovation and originality of Feisty Pets makes them really stand out in the plush category. The line’s characters bring to life the contrast in their sweet and scary expressions.The brand is also supported by a very rich style guide. We expect to replicate the success that Feisty Pets is having in the US where it has become a digital phenomenon across films. And of course, with Jazwares as global master toy licensee we can rely on a strong retail presence, which will be supported by leading distributors in our key markets. Our toy partner for Italy is Giochi Preziosi, a major name in the production and distribution of licensed toys. For Iberia (Spain and Portugal) the toy partner is Go-
liath Games, a manufacturer and distributor of toys and game with a panEuropean reach.” Which licensed categories are you looking at? Valentina: “Jazwares is established as the global master toy partner and Scholastic as the master English language publisher for the brand. Mondo now plans to follow up and support the toy programme locally with lifestyle-based consumer products. The first category that we expect to close in Italy and Iberia is publishing.With Scholastic on board, a number of highquality products have already been developed. Food and promotions will follow. However, we’re also very keen to close an apparel deal; that is why we will be exhibiting Feisty Pets at Nice Licensing, the new area devoted to fashion and licensing at Pitti Immagine Bimbo.” The appeal of the Feisty Pets toys goes well beyond the pre-school audience. What is the target market for this brand – and why? Valentina: “This is an unusual brand with potential not only in areas you might expect of a plush-inspired brand but a definite opportunity to become a lifestyle brand. Iit is difficult to limit the target audience to one demographic. We are enjoying interest both from the younger age group - 6-9-year-olds – and from a more mature audience even as far as young adults. As for gender, we have no doubt that Feisty Pets is loved by both females and males.” Feisty Pets is both a retail and an
online phenomenon. How important is the online presence of this brand? Valentina: “Fans quickly started discovering the dual personality plush characters on their own, and went on to film and post YouTube, Instagram and Facebook videos using the toys. In just a year, the Feisty Films YouTube series’ global viewership skyrocketed and surpassed 100,000,000 views. Within six months, twentysomethings, teens and tweens fully embraced the brand, buying over one million Feisty Pets toys. The online presence of the brand has played a major role in making this happen.” Mondo TV is mainly known for the production, distribution and licensing of broadcast properties. Is this a new venture for you? Why did you choose this toy brand? Valentina: “It’s certainly true that this collaboration with Surge Licensing on Feisty Pets is a completely new departure for the Group. It is, in fact, the first time we have worked with a third party brand that is not tied to a TV series with the aim of being developed as an iconic toy brand in the future. However, we are always on the lookout for original ideas – and we strongly believe that the licensing market needs to diversify, regularly offering new concepts. When Surge presented the property, we were immediately impressed not just with the originality of the idea but with the way WMC together with Surge had tapped into a market no one had considered before – and built that market with extraordinary skill.”
Mondo TV has recently taken on Feisty Pets - the viral hit feature plush brand which Mondo will license in Italy and Iberia. Total Licensing spoke to Valentina La Macchia, Head of Licensing at Mondo to find out more.
Valentina La Macchia, Mondo TV
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