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QUESTIONS WITH Rami Ben-Moshe, president
1. Sun-Mate has been a toy manufacturer for more than 25 years. What is changing for Sun-Mate? Sun-Mate Corp. has been designing and manufacturing innovative quality toys for more than 25 years. Our focus has been on private-label programs for clients such as Walmart, Target, and Toys “R” Us, and licensors including Disney, Mattel, Nickelodeon, Sanrio, WWE, and more. We have decided to build on our manufacturing and distribution expertise by strategically entering into master toy licensing opportunities. 2. Why did you decide to take on the global master toy license for The Jungle Book? For Sun-Mate, it is a natural extension of our expertise to step into the role of master toy licensee, and The Jungle Book has all the elements of a successful brand. There is a great amount of momentum for The Jungle Book as it currently airs on Disney XD in the U.S. and on major TV broadcasting stations in 165 countries. The Jungle Book will be a featured DVD launch by Walmart in March, a summer 2013 Burger King promotion, and a 3D CGI-animated motion picture in 2014. My personal passion for The Jungle Book, a favorite in our home, is strong. The brand has a fresh new look and features everyone’s favorite jungle friends, Mowgli, Baloo, and Bagheera, exploring the jungle and sharing humorous adventures. 3. What are your plans for The Jungle Book toy line? We are excited to present a full line of quality toys to delight young fans of The Jungle Book. With a property that encourages exploration and adventure, we wanted to focus on maintaining the integrity of the brand by delivering
SEPTEMBER/OCTOBER 2012
toys with high creative play value. At the core of the line are articulated action figures of Mowgli, Baloo, Bagheera, and Shere Khan, each with a bonus accessory and a line of 14 character figures and sets of jungle accessories that will bring kids endless hours of creating their own jungle fun. To add to every adventure, we have created molded character walkie talkies with a sound chip, a line of projection watches, and even Mowgli’s lucky claw neckwear so that kids can have a symbol of bravery just like Mowgli. We will be unveiling The Jungle Book line of toys at the Dallas Fall Toy Preview and look forward to having products ready to ship for next spring. 4. What are your marketing plans for the line? We will be putting significant dollars behind marketing The Jungle Book toy line beginning with an adventurethemed television advertising campaign scheduled for next fall. Promotional campaigns with Burger King, Disney, retailers, and other partners will bring high levels of brand awareness to The Jungle Book and will drive traffic to retailers. Engaging the consumer in jungle fun will be the key focus of a social media campaign and a dedicated Jungle Book website packed with games and activities that will deepen the connection to the brand. 5. Does this open the doors for future master toy opportunities for Sun-Mate? Yes! This is just the beginning for Sun-Mate Corp. But the immediate future will be greatly devoted to building, marketing, and promoting a successful line of The Jungle Book toys and adding a fresh flair to this classic favorite. The Jungle Book’s 3D CGI animation is visually stunning and the storylines are very true to the original Rudyard Kipling classic tale. ■
THE TOY BOOK • 35