The Toy Book - May 2024

THE LICENSING & ENTERTAINMENT ISSUE

®

VOLUME 40, NO. 2

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MAY 2024

IN THIS ISSUE Volume 40, No. 2 — Published by Adventure Media & Events LLC

CEO Laurie Schacht laurie@toybook.com Vice President & Group Publisher Jackie Breyer jackie@toybook.com Editor-in-Chief James Zahn james@toybook.com Senior Editors Ali Mierzejewski ali@toybook.com Marissa Silva marissa@toybook.com Nadia Velit nadia@toybook.com

Clockwise from left: Hot Wheels Red Line Club Transformers Optimus Prime (Mattel); Peppa Pig Peppa’s Muddy Puddles Party Interactive Doll (Hasbro); Wild Manes Clubhouse Trailer (JAKKS Pacific); Despicable Me 4 Transformation Chamber (Moose Toys); The Young Bucks Vault Exclusive (Jazwares)

THE LICENSING & ENTERTAINMENT ISSUE Departments 18 | From the Editor 20 | Industry Update 24 | Stat Shot: U.S. 72 | Marketing Memo 78 | Raising the Bar 84 | Giving Back: Moose Happy Kids Foundation 92 | WiT Stories 94 | ASTRA’s Insights 95 | Toy Association Perspectives 96 | Pop Quiz 98 | Flashback: 1987

Features 26 | The World Series of Licensing The Toy Book talks trends and strategy with seasoned and emerging players in the everevolving licensing game.

32 | The Kids Are Alright New brands and new-stalgia share the stage at Licensing Expo.

46 | Property Profile: Celebrating 20 Years of Peppa Pig A Timeless Journey Through Oink-tastic Entertainment

80 | Toying With Fashion The symbiotic relationship between fashion and toys takes more shapes than ever in the digital age.

48 | Kicking Off a New Licensing Era Kids’ entertainment properties team up with the NFL for championship-worthy experiences.

86 | From Playroom to Parlour Toys take center stage in stylish home trends.

54 | Location! Location! Location!

Toy & game brands connect with families through location-based entertainment (LBE).

57 | Property Profile: Wild Manes A new IP from JAKKS Pacific and Epic Story Media gallops into action.

58 | Property Profile: 15 Years of Minecraft Licensing a World of Blocks, Creatures, and Community

Madison Patterson madison@toybook.com Ashley Pelletier ashley@toybook.com Social Media Editor Nicole Savas nicole@toybook.com Editorial Assistants Taylor Battle taylor@toybook.com Kit Schroder kit@toybook.com News Writer Bug Hartsock Interns Kristine Kearns Val Kluge

Showcases Our Curated Spotlight on New Toys and Games 28 | Stock This!

64 | Property Profile: Hello Kitty Turns 50!

Honoring Sanrio’s Licensing Icon

36 | What’s New in Licensed Toys

70 | Property Profile: Godzilla 70 Years of Big Monster Energy

52 | Automotive & Motorsports-Inspired

74 | Brands at Play CPG brands enter the toy dept.

60 | Video Game-Inspired

76 | Property Profile: Playmobil Five Decades of One Iconic Smile Playmobil celebrates 50 years of making the world miniature.

Assistant Editors Samantha Connell samantha@toybook.com

50 | Sports Entertainment-Inspired

66 | Anime-Inspired 82 | Licensed Costumes 88 | Licensed Games

On the cover: Following deals with Bill Nye and Penn & Teller, Abacus Brands is forging new partnerships and licensing agreements with the likes of HoloToyz and BitOGenius’ Pixicade. Source: Abacus Brands The Toy Book Volume 2. THE BOOK (ISSN-0885-3991) is published bi-monthly

by Adventure Media & The Toy Book Volume 40,40, No.No. 1. THE TOYTOY BOOK (ISSN-0885-3991) is published bi-monthly

by Adventure Media & Events Events LLC. Editorial and advertising offices are at located at 307 Ave., Seventh Ave., Room York, NY 10001, Phone (212) LLC. Editorial and advertising offices are located 307 Seventh Room 501, New501, York,New NY 10001, Phone (212) 575-4510.

575-4510. Periodicals Postage paid at and Newadditional York and additional mailing offices. Copyright © 2024 Adventure Media &All Events.

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Trademark Office. Send Postmaster: address changes to: Toy Book, Events Registered in the U.S. in Patent & Trademark Postmaster: addressSend changes to: Toy Book, c/o Adventure c/o Adventure Media & Events, 307Room Seventh Ave., New York, NY 10001 or e-mail bill@toybook.com.

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Opinions and comments and comments in by thiseditors, publication by editors, contributing writers, or solicited or unsolicited documents are not expressed in thisexpressed publication contributing writers, or solicited or unsolicited documents are not necessarily those those of of necessarily the management ofthe Themanagement Toy Book. of The Toy Book.

Art Director Joe Ibraham joe@toybook.com Graphic Designer Elena Sorce elena@toybook.com Business Operations Manager Bill Reese bill@toybook.com Executive Director of Sales & Marketing James Devin jd@toybook.com Sr. Sales & Marketing Executive Stephanie Infantino stephanie@toybook.com Sales & Marketing Executive Thomas Stephen Jr. thomas@toybook.com Sales & Marketing Assistant Luíza Peres luiza@toybook.com Controller/Office Manager Lori Rubin lrubin@adventurepub.com

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FROM THE EDITOR

LUCK BE A LICENSE Rolling the Dice on the Next Big Deal

Source: stock.adobe.com

by JAMES ZAHN, Editor-in-Chief

I

f you ask anyone what they think of when they hear “Las Vegas,” chances are toys and games aren’t exactly top of mind. Dig deeper and go beyond the neon lights, the glitz, the glamour, and yes, even the grit, and you’ll find that Vegas is a city of opportunities, especially when Licensing Expo rolls into town. But opportunity isn’t a sure thing; a gamble paired with the right instinct and a little luck can lead to a big win.

For the toy industry, the annual gathering in the desert has become an increasingly important trip in an era of disruption. What was once a gathering place for dealmakers looking to forge relationships pairing brands and products has blossomed into something much bigger — a convergence of IP owners, executives, creatives, entertainers, and retailers that continually reshape the power of licensing through organic evolution reflective of the modern world.

TRACKING THE TRENDS This year’s Licensing & Entertainment issue is a time capsule marking where the industry is today, and where it may be headed tomorrow.

We caught up with a group of executives to discuss the trends and opportunities shaping the business this year, starting with Abacus Brands (page 26) and how its team is using licensing to fuel

growth in the evolving category of “phygital” play and education where kids’ time and attention is at a premium.

In recent years, Las Vegas has become a major sports town with teams from the NHL, WNBA, and NFL planting stakes in the city with the MLB set to join the party in 2028. Pair that with motorsports events from NASCAR, NHRA, and Formula 1 and it’s no wonder why the NBA is rumored to be eying the city as an expansion target. Hot on the heels of Super Bowl LVIII this year, Senior Editor Ali Mierzejewski looks at how kids’ brands are connecting with families via the NFL (page 48) alongside a preview of the latest in sports-inspired toys.

Borrowing a page from the theme of this year’s Licensing Expo, Assistant Editor Ashley Pelletier explores the concept of Brands at Play (page 74); while Assistant Editor Samantha Connell shines a light on some kids’ brands that are driving sales (page 32), including newcomers, classics, reboots, and icons.

They say it’s all about “Location, Location, Location!,” and with that in mind, Senior Editor Nadia Velit checks out the latest developments in location-based entertainment (LBE) on page 54.

Meanwhile, Assistant Editor Madison Patterson explores the intersection of fashion and toys on page 80 followed by a preview of this year’s hottest costumes.

MILESTONE MOMENTS As The Toy Book charges ahead with its 40th-anniversary celebration this year, we’re also looking at brands with big milestones, including Godzilla, Hello Kitty, Minecraft, Peppa Pig, and Playmobil.

But that’s not all!

As always, we’ve packed this issue with actionable data and insights from a host of guest contributors to help you make informed decisions, because your big find at Licensing Expo today just might be the big toy hit of tomorrow.

If you’re visiting Licensing Expo, be sure to visit The Toy Book and its sister publication, The Pop Insider, in booth No. G234 to learn more about some exciting opportunities on the horizon.

While I’m not much of a gambler, I do think it’s a safe bet that this year’s party in the desert will spawn deals that we’ll be discussing for some time to come. Just remember to keep this party polite!  James Zahn, best known as The Rock Father, is the Editor-in-Chief of The Toy Book and a Senior Editor of The Toy Insider and The Pop Insider.

Frequently called upon for expert commentary on the toy industry, he has been featured in The New York Times and Forbes, and has appeared on Yahoo!

Finance, CNBC, BBC, NBC, ABC, CBS, FOX, CNN, and more. Connect with him on LinkedIn or follow him on X and Instagram @therockfather.

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Source: Funko/10:10 Games

INDUSTRY UPDATE

FUNKO FUSION SET FOR SEPTEMBER DEBUT 10:10 Games in collaboration with Funko, Universal Products & Experiences, and physical distribution partner Skybound Games, will unleash Funko Fusion on Sept. 13. The multi-platform video game is an action-adventure, single player, and online co-op experience that pays tribute to NBCUniversal’s deep roster of beloved worlds and the Funko Pop! interpretations of the figures who inhabit them. More than 20 franchises are included, such as Masters of the Universe, Five Nights at Freddy’s, Jurassic World, JAWS, Back to the Future, The Thing, Shaun of the Dead, Chucky, Knight Rider, M3GAN, Invincible, and more. 

WOW! STUFF LAUNCHES REAL FX STITCH ON JUNE 26

FORMER MGM EXEC LAUNCHES M2G

Wow! Stuff’s latest animatronic puppet is bringing Disney fans a unique interactive experience.

The company has developed a new animatronic puppet featuring Stitch from Disney’s Lilo & Stitch animated movie.

Robert Marick, former head of MGM Consumer Products, has launched M2G: Marick Management Group.

The consultancy will aid global brands looking to scale their IPs through a narrative-driven strategy.

Michael Kelly | Source: Extensive Enterprises

The Real FX Stitch features more than 100 action and sound combinations activated through its hand-insert controls.

The puppet has blinking eyes, rising and drooping ears, and the ability to speak phrases in Stitch’s language of Tantalog (a combination of Hawaiian, Chinese, and Chezcreekian). Stitch will also respond to touch, with fur strokes activating various phrases and sounds. 

EX-HASBRO VP OPENS EXTENSIVE ENTERPRISES Michael Kelly, former Vice President of Global Publishing at Hasbro, and archi-

tect of the Transformers x G.I. Joe “Energon Universe,” has launched Extensive Enterprises, a new company “specializing in the development and incubation of IP and agency representation in the fields of publishing and brand licensing.”

Kelly has more than 30 years of experience, including 12 leading Hasbro’s Global Publishing Department where he developed new storytelling opportunities for Clue, Jem and the Holograms, Micronauts, My Little Pony, and more.

At launch, Extensive Enterprises’ client roster includes Valaverse, King Features, a unit of Hearst, Punkies Playhouse, DCS International Productions, Anime Village, and more. 

Marick has collaborated with and contributed to Fortune 500 companies such as Amazon MGM Studios, Disney, Mattel, Discovery, and Fox Entertainment. 

PMI KIDS’ WORLD, FUGGLER INK LICENSING DEAL PMI will produce a collection of Fuggler products including collectible figures, keychains, stampers, pencil toppers, advent calendars, and interactive toys.

The Fuggler brand is a trademark of Spin Master under exclusive license globally with Libertas Brands. 

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INDUSTRY UPDATE MATTEL TELEVISION STUDIOS WELCOMES 3 NEW EXECUTIVE TEAM MEMBERS

BEYBLADE CELEBRATES 25TH ANNIVERSARY WITH NEW ANIMATED SERIES, TOYS ADK Emotions NY is celebrating the 25th anniversary of BEYBLADE with the U.S. launch of a new animated series this summer. Hasbro will release the next generation of BEYBLADE toys later this year.

BEYBLADE X premiered in Asian territories in 2023 and follows young Blader Robin Kazami as he joins forces with two new teammates to battle their way to the top. Hasbro will launch the BEYBLADE X Xtreme Battle Set, which includes the Xtreme Beystadium arena, two right-spinning tops, and two launchers with ripcords.

Additionally, BEYBLADE will release updates to BEYBLADE PARK on Roblox, host tournaments across the U.S. and Canada, and more. 

HASBRO, HORIZON GROUP USA INK PLAY-DOH DEAL Hasbro has partnered with Horizon Group USA for a Play-Doh licensing deal.

Beginning in 2025, Horizon will produce and globally distribute Play-Doh air-dry clay, craft kits, and other alternative compound products.

U.S. Toy Co. serves as Horizon’s exclusive distributor to specialty retail. 

ADOPT ME! X FINGERLINGS HEADED TO RETAIL IN AUGUST WowWee and Uplift Games have entered into a global licensing partnership to bring digital pets to the real world with Adopt Me! x Fingerlings. The line features two fan-favorite pets from Roblox’s Adopt Me! game: Dog and Strawberry Shortcake Bat Dragon.

Kids can care for their pets just like they would in the game, and each pet responds to touch and senses motion. Kids can pet their heads, give them a kiss, feed them, and even play peek-a-boo.

Adopt Me! x Fingerlings will be available in August 2024. For a first-look, visit Uplift Games at Licensing Expo in Booth No. M246. 

SONY TEASES UPCOMING RELEASES, NEW IP Sony will celebrate its upcoming theatrical releases Karate Kid (December) and Paddington in Peru (January 2025) at Licensing Expo. On the TV front, 2024 will see the highly anticipated return of The Boys and the final season of Cobra Kai. Sony will also welcome new IPs to its portfolio, including the upcoming first seasons of Universal Basic Guys on Fox, Sausage Party: Foodtopia on Prime Video, and Outlander: Blood of My Blood on Starz.

The company will also expand licensing programs for Goosebumps on Disney+ and Hulu, The Last of Us on Max, Twisted Metal on Peacock, and Gen V on Prime Video ahead of their second seasons. 

Mattel has bolstered its executive lineup at Mattel Television Studios with the addition of three seasoned entertainment professionals.

Amy Suh has been named Head of Creative, Live Action; Cory Bennett Lewis is the new Head of Production; and Sidney Clifton has been welcomed as Head of Creative, Animation.

Suh previously worked as a Senior Development Executive in Co-Production for Amazon Studios.

Lewis most recently served as J.J. Abrams’ Head of Production at Bad Robot, managing production, visual effects, and post-production.

Clifton boasts more than 20 years of experience as an executive producer and development executive. Before joining Mattel, she worked as Producer and Senior Vice President of Animation and Mixed Media at The Jim Henson Co. Mattel Television is preparing to debut 16 new series and specials this year, with an additional 14 currently in various stages of production.

The studio's Hot Wheels Let's Race and the second season of Barbie: A Touch of Magic recently made their streaming debuts on Netflix. 

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TOYS

VIDEO GAMES

MEDIA ENTERTAINMENT

U.S. TOYS: TOP PROPERTIES

MOST PLAYED CONSOLE & PC TITLES IN THE U.S.

U.S. STREAMING VIDEO ON DEMAND TOP TV SERIES (ALL SEASONS AGGREGATED)

1

Pokémon

1

Minecraft

1

Grey’s Anatomy

2

Barbie

2

Roblox

2

Suits (2011)

3

Squishmallows

3

Grand Theft Auto V

3

Shameless (U.S.)

4

Star Wars

4

Fortnite

4

NCIS

5

Marvel Universe

5

Call of Duty HQ

5

The Walking Dead

Source: Circana, Retail Tracking Service, U.S., 12 months ending February 2024

Source: Circana PlayerPulse

(All Netflix) Source: Circana, Subscription Video Track, Netflix, Hulu, and Amazon Prime Video combined

Bluey was the No. 1 growth property for infant, toddler, and preschool toys globally in 2023.

Bluey: The Videogame launched in November 2023 across multiple platforms. It was added to the Xbox Game Pass subscription service on Feb. 22, 2024, which led to a 24x jump in Xbox Series active users compared to the prior week.

Bluey is the No. 1 TV series on Disney+, based on both views and hours watched.

(11 months ending February 2024, 12-month data not yet available)

Source: Circana, Retail Tracking Service, G12, projected dollar sales, Annual 2023

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BOOKS

U.S. APPAREL

U.S. BOOKS: TOP LICENSES

BY MSRP VALUE ($)

TOP FIVE CHARACTER LOGOS (ADULTS)

1

Harry Potter

1

Mickey Mouse & Friends

2

Dr. Seuss

2

SpongeBob SquarePants

3

National Geographic

3

Looney Tunes

4

Wizards of the Coast

4

Lilo & Stitch

5

Diary of a Wimpy Kid

5

Nightmare Before Christmas TOP FIVE CHARACTER LOGOS (KIDS)

Source: Circana BookScan, U.S., print sales, 12 months ending February 2024

Bluey was the top growth license in the kids’ book market for the 12 months ending February 2024, reaching $36 million in MSRP dollar sales, a growth of 150% over the prior year.

1

Mickey Mouse & Friends

2

Spider-Man

3

Disney Princess

4

Minnie Mouse

5

Frozen

Source: Circana, Consumer Tracking Service, U.S., 12 months ending February 2024

THE LICENSING & ENTERTAINMENT ISSUE 25

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STATE OF LICENSING 2024

WORLD SERIES OF LICENSING The Toy Book talks trends and strategy with seasoned and emerging players in the ever-evolving licensing game. compiled by JAMES ZAHN, Editor-in-Chief

STEVE RAD

CEO, Abacus Brands Abacus Brands is opening its arms to kids’ licensing this year in a space that merges physical and digital play — what are the biggest considerations for choosing a partner?

The key for us is the alignment in both brand values and the thrill factor behind the entertainment value. Virtual reality (VR) gives us the perfect platform to bring kids’ favorite characters home, to interact and engage with in new ways. When we look for a licensing partner, we’re not just seeking a name; we’re seeking a story that fits seamlessly into the playful and educational ecosystem we’re building.

The partner needs to bring something unique to the table, be it expertise, audience, or innovation that enhances the physical-digital blend we are known for.

How has this evolved since striking deals with the likes of Bill Nye and Penn & Teller?

Our approach to licensing has evolved from traditional to transformational. We’re not just using their names; we’re embedding their essence into our products. This has opened doors to thinking more creatively about how a license can enhance the learning experience, rather than just endorsing it. When we take on a subject, the first question is always, “Who would a kid like to learn that from the most, that would make it more than just a lesson?” Our job is to identify the best voice to deliver a narrative and to cascade the traditional approach with an immersive landscape.

How do your recent partnerships with Holo Toyz and BitOGenius’ Pixicade fit into the business mix?

These partnerships are strategic accelerators. HoloToyz brings an augmented reality angle that enhances our digital storytelling, introducing both new licenses and age demographics into our ecosystem.

Pixicade, with its focus on turning drawings into playable video games, aligns perfectly with our mission to blend physical and digital play. Together, these partnerships strengthen our position in the market, making our offerings more robust and appealing. 

HELENA PERHEENTUPA COO, Wyncor

How has licensing shaped the launch of Wyncor?

As a new company, collaborating with well-known and highly successful brands was an important strategy for us during our launch phase. Retail buyers are always on the lookout for fresh and exciting products, and we received a lot of interest in what we had to offer, from the collectible Miraball, featuring three “little and legendary” surprises, to Magic ReClay, the first toy compound that transforms from solid to moldable and back again at a water temperature that’s safe for playtime. Securing the trust of industry giants like Paramount and Hasbro was a big vote of confidence.

Launching products with a variety of brands also helped us stand out in stores. Big brands usually get special sections, so featuring everything from Peppa Pig and Transformers to Miraculous, Emoji, and Monopoly helped us appeal to different kinds of customers, from little kids to grown-ups. Each brand has its own space, making our products easy to find. 

ANTHONY MARKS

Managing Director, Fanattik How has Fanattik’s licensing strategy evolved in the past year?

We decided to take things to the next level with our existing licensing partners rather than take on additional partners. At the back end of 2023, our Hasbro, Paramount, and Universal Studios licenses were all up for renewal, and we renewed them but added additional IP to each agreement. For example, with Universal we already licensed Jurassic Park, Jaws, Back to the Future, etc., but we’ve added franchises like Fast & Furious and Shrek. Since the relationships are already there with these partners, their approvals teams understand the unique nature of our products. It’s a lot easier than starting from scratch with a new team. 

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RUSSELL BINDER

JENN NUCCIO

Founder, EvilJENNpire Management

President, Striker Entertainment

What are some of the biggest trends you’re seeing right now?

There are continuing trends this year, including the drive to capture consumer spending power on “phygital” goods; increased interest to infuse VR and AR technology into daily life and products; and experiential licensing and “retailtainment.” I also see big brands emphasizing adaptability and capturing the white space in the market by creating products that aid people with various disabilities. As a consumer and a mother with a child on the autism spectrum, this makes my heart sing.

You’ve become a go-to for developing new IP into global brands. What does Striker look for in a new property?

Access. Audience. Advocacy. Access – How available is the property and how scalable is it (is it platform specific, or platform agnostic?); Audience – Who is the core audience, the demo and psychographics, and how does IP and fandom play into their spending habits?; and Advocacy – early stage IPs in growth mode generally have very vocal audiences and fans that amplify the message.

The more powerful that collection of voices, the more Striker gravitates towards that energy. Fundamentally, we want to be passionate about the IP, we want to believe that it has the core attributes that lends itself to a wide range of products (including media), and we want to make sure that there is ideally a longer term vision from the rights holder(s) so that our efforts aren’t truncated due to lack of additional content.

What does “Brands at Play” mean to you?

I think about the potential a brand has to create a unique experience or product as an extension of its core. A great example is how brands like Subway and Stanley [Ed note: see page 74] have extensions into toy categories. To see brands with foundations in the QSR and hardware industries speak to consumers in a completely different way is very impressive to me — it’s why we do what we do. 

ANITA CASTELLAR

Founder, FanGirl Consulting & Brand Management How has the business changed over the past year, and what trends and opportunities do you see ahead?

In the past year, I have noticed an increase in the number of new, diverse brands being introduced into the marketplace, which is great! The challenge that persists is finding licensees who are willing to take the license and retailers who are willing to give precious shelf space to a new brand. Brands that feature diverse population and storytelling are often seen as “risky” or “niche” and so they are often passed over.

I’m hopeful that this trend will continue to shift within the industry, and we will see more examples of innovative stories come to life at retail. Economic factors being what they are, it might take a while to see significant growth in this area since toy manufacturers and retailers will continue to manage risk while trying to still launch new products and brands in an uncertain economy. 

Five Nights at Freddy’s (FNAF) continues to grow, and with a sequel to the film planned for next year, what can you tell us about the licensing program for the property looking ahead?

I am confident in the pace at which the program is growing and with the partnerships we have in place.

Our client [Scott Cawthon] has never been in a hurry and has always made creative and content decisions based on what he believes will be most respectful to the fans and on what will bring them closer to the property to enhance their enjoyment of it. We are looking forward to celebrating 10 years of FNAF this August, introducing new games and experiences over the next 12-18 months, expanding the international reach of the franchise, and ramping up toward what we anticipate will be an incredibly strong back half of 2025.

What are the immediate challenges facing the business right now?

The first is a growing abundance of IP with shorter windows to capitalize on it. Another challenge is that rights holders cannot stand on one delivery mechanism for their content … they have to employ a transmedia model ... that’s tough for a smaller company. 

Extended Edition Available!

Scan the QR Code to visit toybook.com for an extended version of this Q&A with additional, in-depth insights from each participant. You can also browse the archives to enjoy previous Q&As. Interviews are edited for clarity and length.

THE LICENSING & ENTERTAINMENT ISSUE 27

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BRANDED CONTENT

JAKKS PACIFIC Contact: jakkswholesale.com

ADK EMOTIONS NY

Nintendo Super Mario 9-Inch Plush Assortment

Contact: sales@adkemotions.com

Families can bring home the excitement of the Super Mario video games with this line of plush characters. Fans can re-create the action from the games with these authentic plush versions of heroes and villains, including Mario, Fire Mario, Luigi, and Yoshi.

All products sold in full case pack quantity increments.

BEYBLADE X XTREME BATTLE SET (HASBRO) Ages: 8+ | MSRP: $49.99 Available: Summer 2024

BEST RIDE ON CARS Contact: sales@bestrideoncars.com (469) 209-8741 Peppa Party Bus F2F | Ages: 12 MOS+ MSRP: $69 | Available: Summer 2024 Toddlers can cruise with Peppa Pig and her friends on this comfortable foot-to-floor ride-on toy. It has a kid-size push bar to use as a walker, or kids can master the art of foot-powered driving while boosting their leg strength and motor skills.

The Peppa Party Bus F2F has a working steering wheel, a honking horn, LED headlights, and simulated taillights.

Experience the exhilarating thrill of the next generation of BEYBLADE tops, BEYBLADE X. The set is packed with everything kids need to begin their quest for Beymastery: the Beystadium, two right-spinning tops, and two launchers with ripcords. Kids can assemble their stadium and tops, load their launchers, and 3-2-1 Let It Rip! The Xtreme Beystadium arena and BEYBLADE X right-spin tops feature the Accelerator Gear System. When the gear of the top engages the rail of the stadium, it can super-accelerate into an Xtreme Dash, rocketing it around the Battle Zone for breathtaking bursts and colossal crashes.

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BRANDED CONTENT

FUNORMOUS Contact: ab@funormous.com Minions Bounce House Water Slide Ages: 3-8 | MSRP: $339 The Minions Bounce House Water Slide is the inflatable version of the Minions Paradise Island. Kids can join their favorite Minions and have a splashing good time bouncing, climbing, and sliding away. It features a bouncing area, basketball hoop, high-quality print, climb and slide, water misting system, large pool area, and water cannon. Up to three kids can bounce at one time.

SPIN MASTER Contact: specialtysales@spinmaster.com Vida the Vet Sweetwood Cozy Care Clinic Ages: 3+ | MSRP: $39.99 | Available: Fall 2024 At the center of every episode is Vida’s Vet Clinic.

Taking care of all of her Sweetwood friends, Vida’s Vet Clinic includes songs and phrases from the show and 10 accessories including a Vida figure and Sunny the Mouse.

Kids can place Vida in the tree trunk elevator and pull the lever to reveal the inside of the beautiful playset.

FLOODGATE GAMES Contact: rich@floodgategames.com Everything Ever | Ages: 12+ | MSRP: $19.95 Everything Ever is the party game you’ve been preparing for your whole life! You and your friends take turns listing things from various category cards. If you can’t, take a penalty or change the category if you can!

Unicorn Academy Rainbow Light-Up Wildstar Ages: 4+ | MSRP: $34.99 | Available: Fall 2024 Rainbow Light-Up Wildstar responds to kids’ touch with magical lights and unicorn sounds. Re-create the moment that Sophia and Wildstar bond, showcase the full rainbow lights in her body and horn, and unlock two songs from Unicorn Academy, “Follow Your Heart” and “There is a Light.”

Unicorn Academy Sophia & Light Magic Wildstar Ages: 4+ | MSRP: $19.99 | Available: Fall 2024 Kids can celebrate the unique bond between Sophia and Wildstar by pressing Wildstar’s star marking and seeing her hoof stomp to create a beautiful rainbow light effect, just like in the Netflix series! Enjoy true to show styling with Sophia’s colorful streaked hair and Wildstar’s beautiful details and rooted mane and tail.

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BRANDED CONTENT

STOCK THIS! SALESONE Contact: salesone.org Transformers Optimus Prime and Bumblebee 3D Pendant Necklace Set Ages: 13+ | MSRP: $14.90

WINNING MOVES USA Contact: wmsales@winning-moves.com (800) 664-7788 x102 or x103 Yahtzee Words | Ages: 8+ | MSRP: $15.70 Numbers are out and letters are in with Yahtzee Words. Players roll seven dice and spell words with the letters they’ve rolled. Follow the score sheet and fill in the scoring blocks, just like in regular Yahtzee. Create words of different lengths, multiple words, roll “All Vowels” and more. Use all seven letter dice to spell a sweet, seven-letter word and you’ll score a Yahtzee!

Fans can step back in time to the nostalgic era of the 1984 Transformers TV show with this exclusive Optimus Prime and Bumblebee Pendant Necklace Set. Crafted with meticulous attention to detail, these pendants capture the essence of the iconic Autobot leaders in stunning 3D, complete with movable arms and legs for an interactive touch.

Dungeons & Dragons 12 Ring Set Ages: 13+ | MSRP: $169.99 Embark on an epic journey through realms of imagination with this Dungeons & Dragons 12 Ring Set, meticulously curated to encompass the legendary rings detailed within the esteemed Dungeon Master’s Guide. Gamers can conjure the spirit of magic and adventure as they adorn their fingers with the Ring of Telekinesis, Ring of Three Wishes, Ring of X-Ray Vision, Ring of Fire Resistance, Ring of Spell Turning, Ring of Water Walking, Ring of Evasion, Ring of Protection, Ring of Feather Falling, Ring of Spell Storing, Ring of Mind Shielding, and Ring of Animal Influence.

Rack-O Jr. | Ages: 4+ | MSRP: $12.95

Pretty Pretty Princess Card Game Ages: 5+ | MSRP: $8.95 This is the card game version of the classic 1990s board game. Be the first player to collect a complete set of jewelry cards and the crown card to be the Pretty, Pretty, Princess! Great for fun on the go.

Rack-O Jr. is the first-ever junior version of the family-favorite game Rack-O! The goal is to be the first player to fill your rack with cards, from lowest to highest. Number cards are color-coded to match the colors of the rainbow (and colors on the racks). Special cards add to the fun.

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BRANDED CONTENT

FRANKLIN SPORTS Contact: jmurphy@franklinsports.com NERFoop Slam Over the Door Hoop Ages: 3+ | MSRP: $14.99 Available: Spring 2025 What better way to play basketball indoors than the NERFoop Slam! It’s made to fit most doors with a durable plastic 12-inch by 10-inch backboard and spring-loaded rim perfect for dunking. It sets up quickly and includes a 3.5-inch foam basketball.

NBA Inflatable Alley-Hoop Ages: 3+ | MSRP: $39.99 Available: January 2025 The NBA Inflatable Alley-Hoop is the perfect basketball hoop for playing indoors or outdoors.

Kids can shoot from any angle with 360-degree gameplay!

It features a weighted water-fill base so when kids knock it down, it pops back up. Budding basketball stars can practice their slam dunk or alley-oop on this 4-foot inflatable hoop.

NERF Vortex Aero Howler Elite Ages: 6+ | MSRP: $14.99 Available: Spring 2025 The NERF Vortex Aero Howler Elite is the ultimate long-distance football! This foam ball has an innovative new airflow design for flight optimization. When thrown, players are treated to an awesome howling whistle sound, so they can see and hear how far this ball flies.

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A

s new brands emerge and established brands evolve, kids are constantly investing their time with characters and properties in new ways.

Once kids find something they like, they’ll want to see it throughout their toy box, in their wardrobe, and on the screen. With that in mind, we’re highlighting a selection of IPs that are making moves in the licensing world, including reinvented classics, new introductions, brands driven by digital personalities, and household names with incredible staying power.

Look for a host of new toys, games, consumer products, and experiences inspired by these brands to make their way into homes, classrooms, libraries, and retail shelves in the year ahead. 

MS. RACHEL The popular YouTube musician and educator is expanding into toys and books! Rachel Accurso, best known as Ms. Rachel, creates educational videos for kids that focus on speech development and learning resources. The YouTuber, clad in blue overalls and a pink T-shirt, has partnered with Penguin Random House to release a series of Ms. Rachel-inspired picture books. Spin Master is the master toy licensee for the Ms. Rachel brand and will release a line of developmental and early childhood learning toys that include plush, puzzles, vehicles, playsets, and more. Ms. Rachel is repped by the Creative Artists Agency (CAA).

Visit CAA Brand Management at Licensing Expo in Booth No. G156

DECORA GIRLZ The Decora Girlz brand is full of color, creativity, and customization. The fashionable Girlz, available as 11-inch dolls and 5-inch mystery collectible dolls, come with colorful clothes and accessories to mix and match. Kids can use the included stickers to customize their dolls and add a unique touch. Playsets are also available. At press time, Cepia is said to be developing a full licensing program for the brand.

Visit Cepia at Licensing Expo in Booth No. S192

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CHUCK E. CHEESE Following last year’s launch of a dedicated licensing program, Chuck E. Cheese is moving beyond being a purveyor of pizza. On top of re-imagined entertainment centers and a branded area at the California Dreamin’ Water Park, Chuck E. Cheese arrived in the frozen pizza section of Walmart and other grocers last fall. Now, Chuck E. Cheese has partnered with Bonkers Toys to launch Mystery Eggs at Walmart and on Amazon (pictured right) and will release co-branded die-cast race cars with Hendrick Motorsports and Lionel Racing this summer. Other licensing partnerships include BioWorld, Kidz Bop, Flatlander Foods, and Weldon Owen Publishing. CEC Entertainment tells The Toy Book that Chuck E. Cheese and his friends are prepping for further brand extensions — and new formats — as the company makes plans for the brand’s 50th anniversary in 2027.

BLUEY

MRBEAST YouTube content creator and philanthropist James “Jimmy” Donaldson, known across social media as MrBeast, is on the rise. The online personality creates extravagant videos featuring social challenges and large giveaways that captivate a younger audience.

The MrBeast brand extends into food and beverage, apparel, sporting goods, and more. Following successful partnerships with Hasbro’s NERF brand (pictured above) and the NBA’s Charlotte Hornets, Donaldson inked a deal with Moose Toys under which the company will serve as MrBeast’s global master toy partner with an extensive range of products set to hit retail this fall. MrBeast is repped by Night.

Bluey, her sister Bingo, and their Mum and Dad continue to appear off-screen. BBC Studios recently partnered with Home Chef to release eight Blueythemed meals, with each kit including a Bluey toy.

Moose Toys also has new Bluey playsets lined up, and Crayola included the Heeler Family in its Color Wonder collection. Other licensing deals include Outright Games’ recent release of Bluey: The Video Game, a Spirograph art set from Hasbro and PlayMonster, and bubble bath soap from Happy Bubble.

Visit BBC Studios at Licensing Expo in Booth No. N204

Visit Night at Licensing Expo in Booth No. E83

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TEENAGE MUTANT NINJA TURTLES Now in its 40th year, Paramount’s Teenage Mutant Ninja Turtles (TMNT) brand continues to expand following the theatrical release of last year’s Teenage Mutant Ninja Turtles: Mutant Mayhem. Later this year, kids can look forward to Outright Games’ Teenage Mutant Ninja Turtles: Mutants Unleashed on Nintendo Switch, Xbox, and PlayStation, and the debut of Tales of the Teenage Mutant Ninja Turtles TV series on Paramount+. Kids can also play with TMNT Mutations Mix and Match Figures (pictured below) and the TMNT Mutant Mayhem Role Play Masks from Playmates Toys. Other licensed products include ToyMonster’s Fugglers’ TMNT line; Hasbro’s TMNT-themed Monopoly game; action figures in various scales from TLS Toy, NECA, and Super7; and Mattel’s TMNT x Masters of the Universe mashup.

POKÉMON The Pokémon Co. International continues to grow its namesake brand, now in its 28th year. New licensing deals are likely on the horizon following the release of Pokémon Horizons: The Series on Netflix this spring. An extensive licensing program spans all categories, including plush, arts and crafts, action figures, playsets, and walkie-talkies from licensees such as Jazwares, Build-A-Bear Workshop, Basic Fun!, Crayola, eKids (pictured), and Mattel.

Visit Paramount Global at Licensing Expo in Booth No. O180

Visit The Pokémon Co. International at Licensing Expo in Booth No. N180

CARE BEARS The colorful bears have received a few makeovers, but they’re still a staple in kids’ hearts. CloudCo Entertainment licenses the brand in Heritage Style (with art from the ‘80s), Infant Style (known as Care Bears Baby), and the most recent redesign, which features a cartoon look.

Kids can collect Care Bears-themed products, including an extensive “new-stalgic” toy line from Basic Fun! (left), bathing suits from Justice, and backpacks from Loungefly. Other products featuring characters from the brand, such as candles and waffle makers, are available from licensees Goose Creek and Uncanny Brands, respectively.

After spending three years acquiring IP rights from various parties, The Nacelle Co. is rebooting a range of toy lines and entertainment properties as an interconnected universe of storytelling spanning toys, animation, comics, and beyond.

Visit CloudCo Entertainment at Licensing Expo in Booth No. D178

Visit The Nacelle Co. at Licensing Expo in Booth No. G232

NACELLEVERSE

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WHAT’S NEW IN LICENSED TOYS & COLLECTIBLES MOOSE TOYS Despicable Me 4 Ultimate Fart Blaster | Ages: 4+ | MSRP: $24.99 The 14-inch blaster comes loaded with two bottles of “fart formulas” that each produce up to 5,000 rings and can blast up to 6 feet away. The rings are either banana- or fart-scented. It also features lights and sound effects.

JAKKS PACIFIC The Simpsons Collection | MSRP: $19.99-39.99 | Available: Fall 2024 The new line of toys includes collector figures, playsets, plush, advent calendars, shelf talkers, and more inspired by the long-running animated hit. The Living Room Diorama (pictured) comes with a 2.5-inch Homer Simpson figure.

Additional figures sold separately. Additional products will debut in 2025.

MATTEL X HASBRO Hot Wheels x Transformers Collection Ages: 3+ | Available: Summer 2024 An epic collaboration rolls out as Hasbro’s Transformers joins forces with Mattel’s Hot Wheels for the first time. The range begins with the Mainline Bumblebee and Track Fleet Optimus Prime (pictured), plus a collector-focused Red Line Club Transforming Optimus Prime.

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WHAT’S NEW IN LICENSED TOYS & COLLECTIBLES BLUE MARBLE National Geographic Glow-in-the-Dark Marble Run Ages: 8+ | MSRP: $24.99 This 50-piece construction set has everything kids need to create marble runs that will have their glowing marbles racing toward the finish line.

ABACUS BRANDS Bill Nye’s Body Lab VR Ages: 8+ | MSRP: $49.99 This 50-piece set includes digital science experiments based on human anatomy and comes with beakers, measuring cups, baking soda, and more, plus hands-free goggles, which are compatible with most smartphones with access to the Google Play Store or Apple iOS App Store.

MCFARLANE TOYS Music Maniacs Metal: Ozzy Osbourne Ages: 12+ | MSRP: $24.99 This 6-inch scale action figure features 12 points of articulation for posing and play and comes with removable wings, a cane, and a mic stand display base inspired by Ozzy’s look on the cover of his 2020 album, Ordinary Man.

OLLYBALL

IMC TOYS

Ollyball FAO Schwarz Edition Ages: 4+ | MSRP: $29.99

Cry Babies Disney Minnie Mouse Ages: 18 MOS+ | $24.99 Cry Babies Minnie Mouse cries real tears and makes realistic baby sounds. The newest addition to the Cry Babies line comes dressed in an outfit inspired by one of Disney’s most beloved characters, Minnie Mouse, complete with her classic polkadot dress and iconic mouse ears. When she’s crying, kids can put her pacifier in her mouth and watch as she magically stops crying.

Kids can play inside with this 22-inch FAO Schwarz Return to Wonder-themed Ollyball. Created with patented shock-absorbing KrunchCOR material, it is fillable with air or helium for “gravity-neutral” and “keepy uppy” play.

BBC STUDIOS Bluey Wedding Time! 4-Pack (Moose Toys) Ages: 3+ | MSRP: $15.99 Re-create the wedding of the year with a figure pack inspired by Bluey’s 28-minute special. The set includes four figures from the preschool series dressed in their wedding attire: Bluey, Bingo, Uncle Rad, and Aunt Frisky.

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WHAT’S NEW IN LICENSED TOYS & COLLECTIBLES FUN IN MOTION TOYS Teenage Mutant Ninja Turtles Mutant Mayhem Series Shashibo Ages: 8+ | MSRP: $25.99

ZURU Mini Brands KFC | Ages: 3+ | MSRP: $7.99 Each Mini Brands KFC capsule comes with five miniature replicas of KFC’s Finger-Lickin’ Good menu items. Kids can collect miniature, non-edible KFC fries, chicken, mashed potatoes, soda, and more.

Turtle Power is a monster hit as the four turtle brothers join the Shashibo team to punch up the fun in its magnetic puzzle lineup.

One cube transforms into more than 70 shapes.

THE NOBLE COLLECTION Jurassic Park Collector Plush Dinosaurs Ages: 0+ | MSRP: $29.99 Life finds a way! These plush dinos stand approximately 10 inches tall and are crafted with textured fabrics and embroidered details to capture the majesty of these giants that used to rule the Earth.

JUST PLAY

FAT BRAIN TOYS

Disney and Pixar Inside Out 2 Shaking with Anxiety Feature Plush | Ages: 3+ | MSRP: $24.99

Hey Clay Minions | Ages: 3+ | MSRP: $21.95

This 13-inch Anxiety plush can help kids understand the complexities of uncertainty.

Her arms can be arranged in many fidgety forms. When kids twist Anxiety’s hair, they will see her shake, and say phrases like, “Are they talking about us?!” as her eyes quiver.

Kids can pick their favorite Minions — Bob & Tim, Kevin, Stuart, Dave & Fluffy, Otto, or an evil Minion — then grab the sculpting tools and follow along with the interactive 3D step-bystep instructions to masterfully mold it, one simple shape at a time.

THE LUMISTELLA COMPANY The Elf on the Shelf Santaverse Elf Door | Ages: 3+ | MSRP: $10.95 | Available: Holiday 2024 This magical doorway gives Santa’s helpers easy access to and from the North Pole to bring Christmas cheer to families. It comes with four door fronts, each leading to a different region of Santa’s merry kingdom. Kids can use it with their Scout Elf, Elf Pets, and Elf Mates.

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WHAT’S NEW IN LICENSED TOYS & COLLECTIBLES PLAYMOBIL Playmobil Miraculous Collection | Ages: 4+ | MSRP: $7.99-69.99 Characters and locales from ZAG’s Miraculous — Tales of Ladybug and Cat Noir enter the world of Playmobil with a new collection of figures and playsets.

UNIVERSAL PRODUCTS & EXPERIENCES LEGO Despicable Me 4 Minions and Banana Car (The LEGO Group) Ages: 6+ | $24.99 Minions fans can build this playset inspired by Illumination’s Despicable Me 4. It comes with four minions, a banana car with a flaming engine, and accessories.

SUPER IMPULSE World’s Smallest Rock ‘Em Sock ‘Em Masters of the Universe — He-Man vs.

Skeletor | Ages: 6+ | MSRP: $5.99-7.99 Kids can step into the ring and unleash the power of Eternia with this miniature version of the classic battling game.

WARNER BROS. DISCOVERY GLOBAL CONSUMER PRODUCTS Harry Potter & The Sorcerer’s Stone Fisher-Price Little People Collector Set (Mattel) | Ages: 8+ | MSRP: $24.99 The Wizarding World gets the Little People treatment with this set featuring Harry Potter, Hermione Granger, Ron Weasley, and Professor Albus Dumbledore.

RAINBOW LOOM

HASBRO

Rainbow Loom Care Bears Collection Ages: 7+ | MSRP: $4.99-14.99

Clue: Wednesday (The Op | USAopoly) Ages: 8+ | MSRP: $44.99

Kids can create designs featuring their favorite Care Bears characters. Care bears Beadmoji, Cute-tique, and Loomies craft kits feature an exclusive easy-to-use Cheer Bear Happy Loom.

Players can solve a mystery in this modern take on the classic Clue game. With the dangerous Hyde on the loose, play as students such as Wednesday Addams and Ajax Petropolous to determine who will be Hyde’s next victim, where he will attack, and what item is key to taking him down.

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WHAT’S NEW IN LICENSED TOYS & COLLECTIBLES BASIC FUN! Littlest Pet Shop Collection Ages: 3+ | MSRP: $3.99-69.99 Generation 7 of the Littlest Pet Shop friends is here and kids can collect pets, playsets, and accessories. Each comes with a Collectors Card and a virtual code that unlocks a digital surprise in the Littlest Pet Shop game on Roblox.

HAND2MIND

THAMES & KOSMOS

Numberblocks Blockzee Balance Activity Set Ages: 3+ | MSRP: $34.99

Wow in the World: The Ultimate High-Flying Air Rocket | Ages: 4+ | MSRP: $24.95 Available: Summer 2024

Watch Blockzee from Numberblocks move her eyes, arms, and mouth to compare numbers. This balance set features clear, sturdy buckets to hold multiple Numberblocks pieces as kids build their fine motor and math skills through interactive play.

Thames & Kosmos teams up with Wondery Kids for a new product line inspired by the kids’ science podcast, Wow in the World. This air-powered rocket comes with an experiment manual to guide kids through setting up the launch pad and blasting off for adventure.

HORIZON GROUP USA

PLAYMONSTER

Squishmallows Slime Jars Ages: 6+ | MSRP: $7.99-21.99 Kids can discover a collection of two-toned slimes with five different scents and exclusive rubber charms of Archie the Axolotl, Tatiana the Dragon, Pyle the Mushroom, and more. U.S. Toy Co. is the exclusive distributor of Horizon Group USA products to independent specialty retailers.

Spirograph Jr. — Bluey Ages: 3+ | MSRP: $29.99 Available: Fall 2024 Young creative minds can create designs featuring their favorite Bluey characters using jumbo-size pieces that make Spirograph art fun and easy for little artists’ hands.

UNIVERSAL PRODUCTS & EXPERIENCES Jurassic World Animation Dino Storypack Assortment (Mattel) Ages: 4+ | MSRP: $14.99 This new range of 3.75-inch scale action figures and dinosaurs is inspired by the Netflix animated series, Jurassic World: Chaos Theory. The line launched first at Universal Parks and will expand at retail this summer.

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PROPERTY PROFILE

CELEBRATING 20 YEARS OF PEPPA PIG A Timeless Journey Through Oink-tastic Entertainment

by KIT SCHRODER, Editorial Assistant

O

ver the past two decades, Peppa Pig and her friends have charmed their way from the small screen into the hearts of children and families worldwide.

Evolving from a beloved British preschool series named for the titular pig into a global phenomenon, Peppa Pig boasts 10 seasons of entertainment available in more than 180 global territories and has inspired toys, theme parks, apparel, digital games, and more. There have even been A-list guest stars who have lent their voices to the show, including actor Orlando Bloom and pop star Katy Perry.

While the world has changed in many ways since Peppa’s first appearance in 2004, Hasbro has evolved the content of the animated series to include diverse characters and family units, while addressing situations kids will face in the modern world.

“At the heart of Peppa’s universal appeal is relatability,” says Esra Cafer, Senior Vice President, Global Brand Strategy & Management, Preschool & Fashion at Hasbro.

“Every storyline is thoughtfully designed to reflect the real first experiences that preschoolers face, and that extends to toys, books, and experiences we deliver.”

Beyond the relatable storytelling that has helped the character’s success over the years, Hasbro has an insights and analytics team that helps determine other ways it can bring the world of Peppa to life for fans, which includes the types of branded products and experiences families are seeking and how they want to be engaged.

These insights have helped Hasbro to launch Peppa Pig into “seemingly endless formats,” says Cafer. These include a forthcoming series of podcasts with Audible and even music, as Peppa Pig’s cover of Katy Perry’s pop hit “Roar” is now available across all major music streaming platforms, including Spotify, Apple, and Amazon.

That’s not all that Hasbro has in store for Peppa’s 20th birthday. The LEGO Group is bringing Peppa and her family to the construction aisle in a new range of LEGO DUPLO building sets, while Merlin Entertainments is developing LEGO DUPLO

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The LEGO DUPLO Peppa Pig building sets combine the adventure of construction play with colorful settings, iconic characters, and storytelling from the Peppa Pig series. | Source: The LEGO Group

Hasbro’s collaboration with Emma Bridgewater includes a collection of pieces fit for any Peppa lover’s tea party or picnic. | Source: Hasbro

The Peppa theme parks offer a variety of rides, attractions, and play areas for fans to build family memories together. | Source: Merlin Entertainments

Peppa Pig experiences at select LEGOLAND theme parks.

Kids can also celebrate Peppa’s 20th in style with inspired fashions from Mori, Trotters, and Uniqlo Baby, as well as footwear from Bums + Roses, Melissa Footwear, and others. Hasbro has also collaborated with Emma Bridgewater to unveil a delightful collection of Peppa-themed ceramic mugs, plates, and bowls.

For the final taste of what Hasbro has in store for the anniversary, fans in Europe, the Middle East, and Africa can enjoy the PEPPA PIG Official Magazine and PEPPA PIG Play Pack Magazine from Story House Egmont.

“As a preschool franchise, Peppa Pig has a natural alignment with learning and brings the fun to early years development,” explains Marianne James, Senior Vice President of Global Licensing at Hasbro. “One of the core pillars of the Peppa franchise is teaching kids to be confident as they explore their curiosity and try new things.”

According to James, when it comes to licensed products, Hasbro works with best-in-class partners to expand the potential of what they can offer.

As Peppa Pig continues to capture the hearts of millions, it does so with purpose and surprises its audience by entering new categories and continuously adapting Peppa’s communication style and the topics she speaks with viewers about.

“For example, Hasbro ensures that she is accessible to anyone from anywhere,” Cafer says. “Parents and kids can find content on most streaming and online services in a variety of lengths, including everything from 30 seconds to five- and 10-minute episodes.”

Through accessibility and evolution, Peppa Pig continues to capture the attention of parents, kids, and the industry at large.

“As time goes on, we recognize that our fans’ desires can change,” Cafer adds. “And we pride ourselves on being nimble and adaptable so we can continue to create magic through play.”  Kit Schroder is an editorial assistant at The Toy Book, The Toy Insider, and The Pop Insider. In her free time she loves to run, bake for her (very lucky) friends, do the Wordle and the Mini Crossword, and seek out the best deals at New York City restaurants.

THE LICENSING & ENTERTAINMENT ISSUE 47

W

e’re calling it now: The MVP of 2024 will be sports licensing.

Earlier this year, in its “Off-Track Report: Future Forecast Global 2024,” The Insights Family predicted that sports IPs would “raise the competitive stakes” this year. The report indicates that because sports are now more globally available — more channels and streaming services are dedicated to worldwide broadcasts than ever before — the popularity of sports fandom is rising, and with it, the community built among those fans.

This community provides the perfect market for licensing initiatives: Sports enthusiasts of all ages look to their teams for inspiration, aspiration, and a sense that they belong to something. These connections build an extremely passionate foundation on which to build a licensing program — your audience is enthusiastic, and hopefully, willing to invest.

This is why experiences like the Super Bowl LVIII broadcast on Nickelodeon starring SpongeBob SquarePants and the rest of the Bikini Bottom gang fit perfectly

into this new realm. It married all of these important elements: a passionate fanbase, characters loved by multiple generations, and an event that brought families and communities together.

SUPER BOWL SUCCESS If there’s any question for toy and game companies about whether watchable experiences are worth investing in, the answer is an emphatic “123 million times yes!” CBS Sports’ coverage of Super Bowl LVIII was the most-watched telecast in history, recording a total audience of 123.4 million average viewers across all platforms, including the CBS broadcast, over-the-top streaming, and — of course — the Nickelodeon version of the game.

If your social media feed wasn’t filled with clips of Nickelodeon characters simplifying and explaining football terms, let me fill you in: Nickelodeon provided an alternate telecast of the Super Bowl in real-time, complete with favorite characters, slime-filled endzones, and a performance of the iconic “Sweet Victory” song from

SpongeBob SquarePants.

This Super Bowl was huge — with a lot of the NFL publicity and headlines surrounding music superstar Taylor Swift and Chiefs tight end Travis Kelce’s relationship. Even without the added excitement of Swift’s attendance, Super Bowl Sunday is an unofficial American holiday with families gathering around the TV to watch the final matchup even if they haven’t caught a single down of regular season football. Millions of people tune in for the billion-dollar ad campaigns and star-studded halftime show, while others just show up for the snacks.

So, what does it take for a simultaneous broadcast to attract an audience during this highly anticipated event?

“The way we always tried to do it was to create a broadcast that was aimed at kids and spoke to them where they are and met them where they were, but at the same time, handle the business of doing a football game in a way that parents who like to watch football will also enjoy,” says Luke Wahl, Vice President of Creative for

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Digital and Unscripted at Nickelodeon.

This wasn’t Nickelodeon’s first foray into partnering with the NFL — it was the fifth time the brands have come together.

And like with any good licensing agreement, the program’s success relied on two major factors: a brand people love and a good product.

“SpongeBob is inarguably the most iconic brand at Nickelodeon,” Wahl says.

“And also for our purposes … SpongeBob, the brand itself, is so intrinsically woven into the way that we communicate with memes and all that stuff, so I think it was just an easy choice for us.”

The “product” in this case was such a success — viral on social media, highly viewed, talked about for days, even weeks, after the fact — because it leaned into all of the humor and silliness that both kids and adults love about Nickelodeon brands. From jokes about Leonardo DiCaprio dating 25-year-old models and celebrity name puns like “Olivia Codrigo” to Dora the Explorer teaching kids about different penalties, there was something for everyone in Nickelodeon’s wellthought-out, but often simultaneously spontaneous broadcast.

“It’s respectful; it’s just cheeky a little bit. We’re never mean ever, that’s not what we do. But we are definitely silly and fun, and I know it’s the Super Bowl, but it’s a broadcast for kids,” Wahl explains.

“At the same time, the broadcast itself is, I would argue, the most technologically advanced live sporting broadcast that ever existed in the history of broadcasting.

That’s the duality of it: You have SpongeBob and Patrick and Dora being playful about what’s going on, but yet at the same time, working with CBS, we’re executing what is absolutely this high-wire act of trying to integrate all these new technologies into a game.”

SPANNING GENERATIONS The bigger the audience, the more chance you have for licensing success, right? Sports fandoms are great because they span all intersections of people. You team up that large audience with a brand that kids love, and you get an experience that the whole family can get behind.

“SpongeBob is so deeply woven into the tapestry of so many people’s youth,” Wahl, a father himself, says. “We have kids who are 8 years old, like my son, who love SpongeBob today. And then you have millennials — and current active football players — who grew up with it.

The SpongeBob brand is ubiquitous and it spans generations.”

“We have kids who are 8 years old … who love SpongeBob today.

And then you have millennials — and current active football players — who grew up with it. The SpongeBob brand ... spans generations” - Luke Wahl, Vice President, Creative for Digital and Unscripted, Nickelodeon

These types of experiences immerse families in the world of their favorite brands in a big way. Then, you add in their favorite NFL stars, and all of a sudden, all of their worlds collide. They feel seen, they feel like they belong, and they feel like they love something — isn’t that the goal of a good program?

A METAVERSE TEAMMATE When it comes to mobile gaming, the name on everybody’s lips is Roblox, so it’s no surprise that the platform was in on this collaboration, too. On Feb. 2, Gamefam partnered with Paramount to launch the biggest Super Bowl cross-game event on Roblox. The launch provided a wide array of Nickelodeon and NFL-themed, game-based content to the platform’s more than 70 million daily users — most of whom are Gens Z and Alpha. The launch was centered in the SpongeBob Simulator on Roblox, but expanded across other games and experiences, including Super NFL Tycoon, TMNT Battle Tycoon, Twilight Daycare, and

Easy Obby.

“If we’ve learned anything in the past few years, it’s that metaverse gaming has proven itself as the place to be to get in front of a rapidly expanding and increasingly engaged younger audience who are hungry for fun,” says Ricardo Briceno, Chief Business Officer at Gamefam.

“Across our work with the NFL and Paramount, we’ve always looked to amplify the excitement and impact of one of the biggest IRL events in the world by translating it faithfully, but also authentically, to the metaverse.“ TAKING A PAGE OUT OF THE PLAYBOOK But these crossover sports experiences aren’t solely limited to the screen.

For fans of the written word, Dr. Seuss partners with the NFL for its Tackle Reading program every year, putting on events during the week of Dr. Seuss’ birthday, in which a current or alumnus NFL player (this year it was Bowl XXXIV Champion Torry Holt) will read a Dr. Seuss book at a school-wide assembly.

Students can hear motivational messages from NFL athletes, and the school receives a collection of Random House Children’s Books for its library, including an individual Dr. Seuss book for each student. NFL mascots, cheerleaders, and more also make appearances.

Licensing is expanding far beyond the simple “here’s a toy from the movie” (Although, don’t knock the classics!), and those in kids’ and family brands and entertainment should prepare for a shift.

What better way to kick off your new marketing plan than with a trip to the big leagues: immersive events that continue to build strong, fan communities. 

As a senior editor at The Toy Book and Editor-in-Chief at The Toy Insider and The Pop Insider, Ali Mierzejewski has offered expert commentary on the TODAY Show, Good Morning America, Fox & Friends, The Weather Channel, ABC World News Now, The Wendy Williams Show, HLN, Yahoo!

Finance, and more.

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SPORTS ENTERTAINMENT INSPIRED ZURU 5 Surprise NBA Ballers | Ages: 5+ | MSRP: $7.99 Kids can draft, trade, and collect with 5 Surprise NBA Ballers.

Each capsule houses a figure of one of the NBA’s elite players, including rare figurines frozen in gametime celebration poses; a player poster, a miniature basketball, and two surprises.

Kids can also hunt the ultra-rare Lebron James and Stephen Curry figures in their City Edition jerseys. Accessories include a basketball hoop and launcher, jersey stickers, an ultra-rare golden trophy, and more. The rare and common NBA Ballers capsules come with a piece of a basketball court puzzle, which kids can collect to build the full court.

SPIN MASTER Tech Deck Competition Legends 8-Pack, Olympic Games Paris 2024 Ages: 6+ | MSRP: $24.99 This set features eight Paris 2024 Olympic-branded fingerboards inspired by the skate decks used by professional skateboarders from five different countries. It also comes with eight trading cards each featuring a different skater and stands to display the boards including ones that are gold, silver, and bronze colored.

MCFARLANE TOYS McFarlane’s SportPicks Connor Bedard (Chicago Blackhawks) NHL & Josh Allen (Buffalo Bills) NFL Posed 7-inch Figures Ages: 14+ | MSRP: $29.99 each These posed figures are new to McFarlane Toys’ line of sports figures. They feature the likeness of Connor Bedard (pictured), first overall pick by the Blackhawks in the 2023 Draft at age 18, and Josh Allen, starting quarterback for the Buffalo Bills who has led the team to four playoff appearances and three consecutive division titles. Both figures come with a backdrop and a base with a team logo insert. MLB figures are also available.

TOMY ERTL John Deere Special Edition “Field of Dreams” Tractor with Baseball | Ages: 14+ | MSRP: $54.99

SPIN MASTER Rubik’s X NBA Labs Cube Ages: 8+ | MSRP: $19.99

This John Deere 2640 tractor replica of the one used in the Field of Dreams movie features a steerable front axle and die-cast metal parts. It has a Field of Dreams logo on the side and a rear hitch that is compatible with most 1:16 implements.

The set comes with a baseball with the Field of Dreams logo.

This limited-edition, custom Rubik’s x NBA Labs cube features the colors and logos of the six most popular NBA teams: Los Angeles Lakers, San Antonio Spurs, Boston Celtics, New York Knicks, Chicago Bulls, and Philadelphia 76ers.

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MATTEL

PARTY ANIMAL

American Girl x NFL Cheer Uniform for 18-inch Dolls Ages: 6+ | MSRP: $40 each

NFL TeenyMates Advent Calendar | Ages: 4+ MSRP: $59.99 | Available: September 2024

These cheerleader uniforms come in team colors with the official NFL team logo printed on the chest and front hem. The dress features a V neckline, long sleeves with printed stripe details, and a notched asymmetrical hem. The set also comes with a large glitter hairbow and a set of white pom-poms dolls can hold, plus a pair of white sneakers, a pair of white cotton socks, and a pair of cotton briefs. Available teams include Dallas Cowboys, Green Bay Packers (pictured), Los Angeles Rams, New England Patriots, and New York Jets. The American Girl x NFL collection also features fan outfit and accessory sets ($34) and fan tees ($40).

Count down the holidays with this unique advent calendar for football fans. Each day, open a window to reveal a TeenyMates figure surprise and create the ultimate matchups with some of the league’s top players. The set includes a 24-piece Holiday Football Field Puzzle, 23 NFL superstars in TeenyMates figure form, and an exclusive Santa Ref TeenyMate. The advent calendars will also be available in MLB, NBA, NHL, and Collegiate versions.

JAZWARES Danhausen | Ages: 8+ | MSRP: $34.99 This 6-inch Jazwares Vault exclusive features 25 points of articulation and is inspired by Daunhausen’s match gear from Ring of Honor Final Battle 2020. This action figure also comes with a bendable entrance cape, two alternate heads, two alternate hands, and a jar of teeth.

FRANKLIN SPORTS MLB Kids Backyard Home Run Stadium | Ages: 3+ | MSRP: $99.99 Families can turn their backyards into ballparks with this all-in-one kids’ plastic baseball set. It comes with a 14-foot-long outfield fence, bases, and more that can be set up in no time so aspiring sluggers can jump into batting practice and swing for the fences.

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Source: The LEGO Group

AUTOMOTIVE & MOTORSPORTS INSPIRED THE LEGO GROUP Racing Passion Collection | Ages: 4+ | MSRP: $9.99-219.99 Families can bond together with a new line of racing-inspired building sets across the LEGO Technic, LEGO Icons, LEGO Speed Champions, and LEGO City lines. New products include collaborations with BMW, McLaren Racing & Senna Brans, and the Mercedes-AMG PETRONAS Formula 1 Team (pictured).

SPIN MASTER Monster Jam 1:64 Grave Digger R/C Ages: 4+ | MSRP: $24.99 With a fully functioning Grave Digger truck and a ramp included, kids can re-create all the epic stunts from the live Monster Jam shows including donuts and back flips. A turbo boost button activates extra speed.

MATTEL MEGA Showcase Hot Wheels Audi 90 Quattro IMSA GTO Ages: 18+ | MSRP: $89.99 This 973-piece, 1:15-scale model kit is fully buildable and ready to display with the matching 1:64-scale die-cast race car. It features a detailed interior and engine and the iconic Audi silhouette.

GREENLIGHT COLLECTIBLES 1:64 Kings of Crunch Series 15 | Ages: 8+ MSRP: $7.99 | Available: Summer 2024 Classic monster trucks roar back into retail this summer with a fresh assortment of 1:64-scale collectibles including Capitol City Monster, Buffalo Tremor II, Black Knight, BIGFOOT No. 6 (pictured), Iron Eagle, and Goliath’s Revenge.

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LIONEL RACING Hendrick Motorsports Chuck E. Cheese Racing World 1:64 ST SS Die-Cast | Ages 3+ MSRP: $10.95 | Available: June 2024 This colorful die-cast Chevrolet Camaro stock car features Chuck E. Cheese Racing World graphics and is officially licensed by NASCAR and General Motors.

ROUND 2

SUPER IMPULSE

Johnny Lightning Classic Gold 1974 Pontiac GTO (Buccaneer Red) 1:64 Scale Die-cast | Ages: 6+ | MSRP: $9.99

World’s Smallest Hot Wheels Series 9 Ages: 8+ | MSRP: $5.99-7.99 Available: Summer 2024

For the first time in 1:64 scale, Johnny Lightning introduces an all-new casting of the elusive 1974 Pontiac GTO. This body style was only offered for one year and remains a favorite among car enthusiasts. This hobby shop exclusive is limited to 2,496 pieces.

Kids can collect a variety of cars including Double Vision, Peeping Bomb, and Splittin’ Image. Each car is made of die-cast metal, has working wheels, and comes on a replica of a vintage package.

CARRERA REVELL OF AMERICAS NASCAR Hendrick Motorsports Slot Car Sets Ages: 6+ | MSRP: $94.99-449.99 | Available: September 2024 NASCAR races back onto the slot-car scene this year with sets for racers of all ages. Families can face off with the Carrera GO!!! NASCAR Talladega Competition (pictured), Carrera Evolution NASCAR Darlington Showdown, and Carrera Digital132 NASCAR Daytona Challenge sets. The collection includes everything needed to race, and features cars inspired by Hendrick Motorsports drivers like Chase Elliott, Alex Bowman, Kyle Larson, and William Byron.

SUMMIT RACING EQUIPMENT The World’s Speed Shop Collage Puzzle | Ages: 12+ | MSRP: $16.99 This 1,000-piece puzzle celebrates Summit Racing Equipment’s humble beginnings when a young engineer began looking for hop-up parts at a discount for his car. This puzzle features a 1967 Corvette Stingray Convertible and a collage of custom hot rods that have been featured in the Summit Racing Equipment catalogs throughout the years.

MAISTO 1:18 Special Edition 1978 Pontiac Firebird Trans Am | Ages: 8+ | MSRP: $59.95 The classic American muscle car cruises back into retail in a full-color window box for collectibility. Available in metallic black or metallic blue, this 1:18-scale die-cast vehicle is available to hobby retailers in six-count casepacks.

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or decades, toy and game manufacturers have expanded their brands and IP into various entertainment realms. These extensions often include books, comics, movies, TV series, and video games, captivating fans and boosting sales in the toy department.

In recent years, a notable trend has gained momentum, making waves at Licensing Expo in 2022 and Brand Licensing Europe in 2023: Location-based entertainment (LBE). This innovative approach offers authentic experiences that heighten brand visibility, optimize crucial touchpoints, and foster deeper connections with families, all of which can translate into increased toy sales.

“We see LBE as an extension of our brand efforts, including complementing our toy business,” says Matt Proulx,

Senior Vice President of Global Experiences, Partnerships and Music, Hasbro.

“Ultimately, our mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. We go about this by delivering engaging brand experiences for global audiences through several verticals, including our toy business and LBE division. In fact, the two work synergistically in many cases.”

An early adopter of the LBE movement, Crayola opened The Crayola Factory in Pennsylvania in 1996. After recognizing the desire from visitors for family-driven experiences that were fun, educational, and repeatable, the location was re-imagined as the Crayola Experience in 2013. The company now operates five Crayola Experiences in the U.S.,

ranging from 20,000 to 60,000 square feet and engaging more than 1.5 million kids and adults annually.

The newest Crayola Experience opens in Tennessee this year. The licensed location in partnership with BrightColors will be the first next-generation Crayola Experience, featuring new and enhanced attractions, rides, and more. The locations also give visitors a chance to interact and engage with product. Whether it’s crafting with markers and crayons or an attraction designed around a toy line like Scribble Scrubbies, the two are complementary.

“Here at Crayola we are product at heart, but we view LBE as the physical manifestation of our brand and our brand mission — to help parents and teachers raise creatively alive children,” says Andy Pence, Vice President of Location

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Left: Crayola Experience in Pigeon Forge, Tennessee | Source: Crayola; Top: Barbie Beach House at Mattel Adventure Park in Glendale, Arizona. | Source: Mattel

Based Entertainment & Retail, Crayola.

“Our Crayola Experience locations are where Crayola and creativity come to life, and where families come together to create, play, and make memories that last a lifetime. The belief is that when our guests have a meaningful experience with Crayola products at the Experience, they will want to engage even more with those products at retail as well.”

Research and Markets reports the global location-based entertainment market size is projected to reach $24.76 billion in 2030 and expand at a compound annual growth rate (CAGR) of 28.8% from 2023 to 2030, noting rising disposable incomes and changing lifestyle patterns as some of the major factors driving the demand.

“After the shelter-in-place orders were lifted [following the COVID-19 pandemic], many of us were starved of social interaction and the outside world,” Proulx explains. “Although we were able

to survive through digital communications … it was apparent that people lacked the in-person, human interactions that are key to our mental health … With that desire to connect socially withheld for so long, people sprinted to enjoy the things they’ve been deprived of.”

Hasbro hosts more than 500 annual events globally and has more than 100 fixed location-based experiences open worldwide with more on the horizon: Merlin Entertainments is opening Peppa Pig theme parks in Texas and Germany; two more NERF Action Xperience (AX) centers are arriving in the U.S.; NERF AX is making its way to China in 2027; Planet Playskool, a family entertainment center (FEC) featuring Play-Doh, Transformers, PJ Masks, Mouse Trap, Spirograph, and Tinker Toy, is coming to Paramus, New Jersey; and The Game Room Powered by Hasbro will arrive at the American Dream mall in New Jersey this year.

Mattel has also seen success in this space, capitalizing on the hype surrounding Barbie: The Movie in addition to Day Out with Thomas, Hot Wheels Monster

Trucks Live, and other branded events, such as the long-running Hot Wheels Legends Tour, which returns for its seventh run this year.

“LBE poses an opportunity to expand the reach and storytelling of our widely beloved toys through tangible, in-person experiences for fans,” says Julie Freeland, Vice President of Global Live Events, Mattel. “Ensuring that our portfolio ‘fires on all cylinders’ across toys, content, digital gaming, LBE, and everything between creates a thriving franchise flywheel that supports interest in and sales of our toys.

Ultimately, our underlying goal is always to show up where our fans are.”

Mattel will open Mattel Adventure Park locations in Arizona this year and Kansas in 2026 with Epic Resort Destinations. The parks will feature Hot Wheels roller coasters, a Barbie Beach House, Masters of the Universe laser tag, and more. The company

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Sesame Street Learn & Play at American Dream mall in East Rutherford, New Jersey will open this year. | Source: Sesame Workshop

will also launch Barbie Bahamas Beach Vacation: Where Atlantis Dreams Come True this summer, where guests at the Bahamas’ Atlantis Resort will experience Barbie-themed immersions, tailor-made Barbie guest rooms, and more.

“Whenever we can develop an execution that perfectly captures what the brand is about while giving fans a one-ofa-kind experience — that’s when we know we’ve accomplished something special,” explained Josh Silverman, Mattel’s EVP and Chief Franchise Officer, when speaking with The Toy Book about LBE expansion last fall.

Paramount’s Nickelodeon Universe opened at Mall of America in 2008 and American Dream in 2019, in addition to international Nickelodeon Hotels and Resorts, with more theme parks, hotels and resorts, water parks, and standalone attractions currently in development. Both Nickelodeon Universes are multi-generational experiences featuring SpongeBob (celebrating its 25th anniversary), Dora the Explorer (returning as Dora on Paramount+), Avatar: The Last Airbender, Teenage Mutant Ninja Turtles, PAW Patrol, and other classic Nick IP that connect with parents who share their favorite shows with their kids.

These kinds of experiences allow adult fans to tap into nostalgia while creating new, cherished memories with loved ones. “The immersion is the key. You’re not just watching — you’re participating,”

says Marie Marks, Senior Vice President, Themed Entertainment, Paramount. “LBE allows our guests to be part of the story, to join the characters that they love, in their unique character worlds. It brings people, particularly families, together and provides an environment where they can spend valued time with one another.”

LBE experiences are truly unique, and when fans can fully immerse themselves in their favorite fantasy worlds, they forge deeper connections with brands and characters they already know and love. Another pioneer in the LBE space, Sesame Workshop launched Sesame Place in Philadelphia in 1980. The upcoming Sesame Street Learn & Play at American Dream will show families the way to Sesame Street where they can take a stroll with Elmo, chat with Big Bird on the iconic 123 stoop, shop at Hooper’s store, and more.

“There’s nothing like seeing a 4-yearold, or a 40-year-old, meeting Elmo, Abby Cadabby, or Cookie Monster for the first time,” says Jennifer Ahearn, Senior Vice President, Strategic Partnerships and Themed Entertainment, Sesame Workshop. “And we can extend that immersive fan experience by imagining and creating a world of possibilities.”

Additional toy-adjacent brands are also getting into LBE, including CEC Entertainment’s Chuck E. Cheese, which entered into a partnership deal for branded rides and attractions at the new California Dreamin’ Water Park in Sacra-

mento. Similarly, Iplayco partnered with Rovio Entertainment to design a new line of interactive and gamified Angry Birds attractions for family-friendly destinations. This year, Gel Blaster is expanding upon Nexus, its “Spatial Gaming Console” developed exclusively for FECs that marries elements of paintball, laser tag, and video games for team-based physical blaster play.

Looking ahead, numerous toy and game companies are continuing to expand and invest in LBE with bigger and better projects in the works. So what exactly does the future of LBE hold for the industry? Proulx says that’s up to the fans.

“We use the consumer as our North Star when guiding all our licensing and LBE programs. We ground all our decisions in what fans and families around the world tell us they want, need, and feel. We are committed to investing in this space for as long as our fans and consumers tell us they want to be able to enjoy it — and there have been no signs of that demand waning anytime soon.”  Nadia Velit is the Senior Editor at Adventure Media & Events where she writes for The Toy Book, The Toy Insider, and The Pop Insider. She is always ready for a game of giant Jenga.

In her free time you can find her curled up with a mystery novel or obsessing over The New York Times Spelling Bee although truthfully she would rather be at Hogwarts.

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BRANDED CONTENT

GALLOPING INTO LICENSING EXPO JAKKS Pacific, Epic Story Media Introduce Wild Manes

A

whimsical world of horses, food, friends, flair, and fun gallops onto the scene this summer.

JAKKS Pacific and Epic Story Media joined forces to develop a full content and licensing slate for Wild Manes, an original IP centered on “a group of horse besties doing real-kid things in a horse-filled world.”

Epic is producing and distributing 40 5-minute episodes of a short-form animated series from its 2D studio, Loomi Animation while its new game studio, Freeground is developing a Roblox game set in the town of Wild where players can hang with the Mane Girls and lend them a hoof on adventures.

“Partnering with JAKKS Pacific on this custom content has been an extraordinary endeavor,” says Ken Faier, CEO and President of Epic Story Media. “We’re crafting

content across multiple channels, each tailored to reflect the brand’s essence, and devising engaging methods to introduce and engage children with the brand throughout the year.”

A toy line “blending realistic horses with a touch of magic” hits retail this fall with horse sets, horse and cart ensembles, feature playsets, and more, all backed by fully developed storytelling.

The core characters are Bailey, Cherie, Cocoa, and Candi. Along with the other Fillies on Mane Lane, there’s a Wild Manes horse for every kid, and they’re ready to share in the fun and adventure! 

“Every character in Wild Manes is truly unique, ensuring that every child can find one to resonate with.”

— Greta Salmon, Senior Director of Marketing, Girls Toys at JAKKS Pacific

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PROPERTY PROFILE Source: Mattel

MINECRAFT AT 15 Licensing a World of Blocks, Creatures, and Community

by JAMES ZAHN, Editor-in-Chief

Source: stock.adobe.com

M

ojang Studios is going big Minecraft-inspired impulse, plush, for its next phase as the collectibles, and stationery. creator of Minecraft sets “Minecraft has evolved into an up shop at Licensing Expo to explore unparalleled evergreen media frannew ways to extend the franchise chise, and we are excited to see the beyond the game. boundless possibilities this partnerSince its debut in 2009 (it went ship holds,” says Omer Dekel, CEO of wide in 2011), Minecraft, with its PMI Kids’ World. cross-platform approach, has sold more than 300 million copies and MINECRAFT: THE MOVIE stands tall as the best-selling video On April 4, 2025, Mojang Stugame of all time. Now a bona fide dios, in collaboration with Legevergreen brand, Minecraft boasts endary Pictures, Warner Bros., more than 180 licensing partners in and Vertigo Entertainment, will nearly every consumer products cate- release the first-ever live-action cinegory. Federico matic adaptation San Martin, of Minecraft.

“Minecraft has evolved into Senior Director The film from an unparalleled evergreen of Global Condirector Jared media franchise.” sumer ProdHess (Napo— Omer Dekel, CEO, ucts, works leon Dynamite) PMI Kids’ World with several features an partners to ensemble cast foster global expansion, including including Jason Momoa (Aquaman), Retail Monster in the U.S. Jack Black (The Super Mario Bros.

This year, Minecraft partnered Movie), Danielle Brooks (Peacemakwith Walmart to develop a U.S. retail er), and more. program to support the brand’s Mojang and Warner Bros. are col15th anniversary. Additionally, new laborating on an extensive licensing licensing partners are joining Mineand promotional program to support craft this year, including Pez (candy), the film.  Dynacraft (bikes), Igloo (coolers), and more. This summer, PMI Kids’ Visit Minecraft at Licensing Expo World will release a new range of in Booths J110 and J112

DYNACRAFT 18-Inch Minecraft Bike Ages: 6+ | MSRP: $118 This bike features custom Minecraft graphics on the frame, fork, chain guard, and training wheels, and comes complete with a removable plush Creeper head on the handlebars. It has an adjustable seat, removable training wheels, and front and rear brakes.

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THE LEGO GROUP LEGO Minecraft The Ender Dragon and End Ship Ages: 8+ | MSRP: $79.99 This 657-piece video game-inspired building set invites kids to join the Ender Explorer and Ender Knight on an epic quest in the End biome as they face off against the Ender Dragon, Enderman, and the Shulker.

THE NOBLE COLLECTION Minecraft Inventory Chest (Series 1: Biome Discoveries) Ages: 6+ | MSRP: $14.99 | Available: Fall 2024 Kids can collect four different chests, each including items belonging to iconic in-game biomes: The End, Nether, Ocean, Caves, Forest, and Caves. Each chest contains four inventory slots that kids can store inside or stack together to display all 16 items in Series 1.

PLAYVIEW BRANDS Minecraft Giant Grass Pool Float Ages: 8+ | MSRP: $40 Transporting the iconic Minecraft pixelated landscapes from the screen to the pool, this adult-size float is crafted from high-quality, durable vinyl. It has reinforced seams and a convenient three-way valve for easy inflation.

DISGUISE Minecraft Costumes Collection Ages: 4+ | Available: Halloween 2024 Kids can dress up as Minecraft characters in this line, featuring an Ender Dragon Inflatable, Wither Skeleton Hooded Jumpsuit, Husk Jack O’Lantern Hooded Jumpsuit (pictured above), and the 15th-Anniversary Sword and Pickaxe (pictured left), rendered in pixelated plastic.

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Source: PMI Kids’ World

VIDEO GAME INSPIRED PMI KIDS’ WORLD Stumble Guys Collectible Figures 1-Pack in Blind Box | Ages: 8+ | MSRP: $2.99 Kids can unleash the fun with this collection of 24 figures inspired by Stumble Guys. The inner package of each box is designed to look like a real game map that can be used as a play platform.

RUBIES Five Nights at Freddy’s Freddy Fazbear Inflatable Costume Size: Adult | MSRP: $78.99-83.99 Available: Halloween 2024 Fans can step into the eerie world of Five Nights at Freddy’s with this inflatable costume inspired by the animatronic icon from the independent video game franchise.

JAKKS PACIFIC Bendy 5-Inch Figures Wave One Ages: 14+ | MSRP: $14.99 Teens can collect characters from Bendy and the Dark Revival, each with an accessory, backdrop, and character stand. Choose from Bendy (pictured), Ink Demon, Audrey, and Tom.

JAZWARES Master Chief (Halo 4) Ages: 8+ | MSRP: $20 This deluxe Jazwares Vault Edition set features a 4-inch poseable Master Chief action figure from his appearance in Halo 4. It has 40 points of articulation and comes equipped with a Light Rifle weapon and figure stand accessory.

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VIDEO GAME INSPIRED DISGUISE Poppy Playtime Costume Collection Ages: 4+ | Available: Halloween 2024 This line features a Huggy Wuggy rubber mask, furry mask, deluxe kids jumpsuit, classic jumpsuit, and a jumpsuit for adults. The deluxe costumes feature removable yellow mittens and a furry effect (pictured).

JAKKS PACIFIC Nintendo Super Mario Soda Jungle Playset | Ages: 3+ | MSRP: $21.99

JAKKS PACIFIC Sonic The Hedgehog — Knuckles Collector Edition | Ages: 14+ | MSRP: $54.99 Knuckles from SEGA’s Sonic the Hedgehog franchise features 13 points of articulation and comes with interchangeable eyes, mouths, and hands, plus a lenticular, holographic, Mushroom Valley Zone display base.

This playset comes with a 2.5-inch running Mario figure and has multiple interactive pieces, including a floating platform, rocking platform, and rocking mushroom platform.

MCFARLANE TOYS BONKERS TOYS Aphmau 6-Inch Meemeow Mystery Plush Litter 5: Under the Sea | Ages: 3+ MSRP: $9.99 Aphmau, the leading female gamer and YouTube creator, introduces a new litter of ocean- and animalthemed plushies. Kids can collect Dolphin Cat, Stingray Cat, Whale Cat, Turtle Cat, and more.

Movie Maniacs Fallout Lucy, Maximus, and The Ghoul 3-Pack (Gold Label) | Ages: 12+ | MSRP: $59.99 This trio of 6-inch-scale posed figures is based on Amazon MGM Studios’ live-action series Fallout, inspired by the long-running video game franchise. Each figure comes with an environmental base, a collectible art card, and a backdrop. A secret bonus item is also included.

DIAMOND SELECT TOYS Marvel’s Spider-Man — Spider-Man (Gamerverse) Select Action Figure Ages: 8+ | MSRP: $29.99 Sculpted by Gentle Giant Studios and inspired by the video game Marvel’s Spider-Man 2, this 7-inch action figure of Peter Parker features 16 points of articulation, interchangeable hands, a webbing accessory, and a Spider-bot.

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S

he is a pop culture icon. She inspires happiness around the world.

Most importantly, she is a kind and loyal friend.

Since her debut, Hello Kitty has connected generations of people all over the world and encouraged fans of all ages to express themselves authentically.

Throughout the last five decades, one thing has remained the same: Hello Kitty is an enduring global symbol of friendship and kindness.

Hello Kitty was first created in Japan in 1974, and the following year, she made her debut on a vinyl coin purse adorned with a star-etched snap closure. “She

captured hearts instantly,” says Jill Koch, Senior Vice President of Marketing and Brand Management at Sanrio. “Hello Kitty then made her way around the world very authentically — one shop at a time.

The licensing business started years later, and the brand grew from there.”

Other early Hello Kitty toys included small accessories like keychains and stickers. And because the brand prioritized social communication and friendship, many stationery items were also available, from letter sets and memo pads to mini pencil sets.

Retailers initially saw Hello Kitty as a niche product for young girls. Her appeal

quickly transcended age groups, and members of the trade began to recognize her universal appeal. Since then, Hello Kitty has become a global phenomenon, appearing on a wide range of products and influencing a variety of industries along the way, including fashion, beauty, food, music, and design.

“Hello Kitty started out as a simple character for stationery and accessories, but she has transformed over the years into one of the world’s most recognizable characters,” says Lizzy Newsome, Toy Curator and Founder, Kappa Toys. “The source of her power is licensing. This has allowed Hello Kitty to spread faster to

BASIC FUN!

TEETURTLE

Lite-Brite Super Bright HD Hello Kitty Edition | Ages: 6+ MSRP: $24.99 Available: Fall 2024

Hello Kitty 50th Anniversary Pink Reversible Plushie Ages: 0+ | MSRP: $10

This modern version of the retro classic features a brighter display, more LEDs, and a higher definition.

Kids can use one of the six HD Hello Kitty design templates or create their own art.

MGA ENTERTAINMENT L.O.L Surprise! Loves Hello Kitty Limited-Edition Collection Ages: 4+ | MSRP: $12.99

This special edition plushie is reversible so kids can play with two styles in one.

Crystal Cutie and Miss Pearly each come in a Hello Kitty-shaped ball featuring her signature ears and a 50th anniversary bow. Each tot comes with seven surprises to unbox, including an outfit, shoes, accessories, a purse, and a sticker.

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FUNKO Pop! Hello Kitty with Balloon (50th Anniversary) Ages: 3+ | MSRP: $12 This 4-inch, translucent vinyl figure features a pearlized sheen and celebratory birthday hat.

JAZWARES

BANDAI

Hello Kitty and Friends 12-inch Pink Monochrome Plush Ages: 6+ | MSRP: $19.99

Hello Kitty Tamagotchi Nano Ages: 8+ | MSRP: $19.99 Available: June 2024

At 12 inches tall, this plush features a pink monochrome design with kawaii fashion. Hello Kitty’s dress and bow are adorned with lace details and her face features detailed glitter stitching.

Hello Kitty is combined with classic Tamagotchi gameplay.

Players are transported to London, Hello Kitty’s home, where the digital pet experience features Hello Kitty-themed graphics and activities.

new countries and categories without Sanrio having to directly enter every market.

It is also why it sometimes feels like Hello Kitty is everywhere!”

Kawaii, a Japanese concept that celebrates cuteness, played a pivotal role in making Hello Kitty the iconic character she is today. Paired with the Japanese tradition of gift-giving, Hello Kitty introduced American audiences to a new aesthetic, opening doors for wider appreciation of Japanese pop culture and storytelling in the U.S., and paving the way for other brands to follow.

Another component of Hello Kitty’s lasting success is her consistent design.

While many children’s characters are redesigned every few years, Hello Kitty’s core design remains true to the original.

This allows existing, older fans to enjoy new products with a familiar face, while simultaneously inviting new, younger fans to appreciate and explore the entire Hello Kitty history.

THE LEGACY CONTINUES To celebrate the 50th anniversary, Sanrio is hosting location-based and digital experiences throughout the year, including a Supercute art exhibit in Los Angeles, new original content on the Hello Kitty and Friends YouTube channel,

exclusive collaborations, limited-edition commemorative products, special appearances by Hello Kitty at major sporting events, new metaverse experiences on Roblox, celebrations in Hello Kitty Island Adventure on Apple Arcade, several upcoming Hello Kitty Cafe locations, and much more.

With the 50th anniversary product program, Sanrio made sure there is something for everyone. “Hello Kitty is a cherished character featured on many products catering to diverse customers,” says Rick Vargas, Senior Vice President of Merchandising and Marketing at BoxLunch. “With such a wide range of licensed merchandise available … fans of all ages and interests will always be able to find something with practicality while also showcasing their fandom.”

Master toy licensee Jazwares will unveil its 50th anniversary products this summer. The collection will include a variety of Hello Kitty plush, figures, and new Squishmallows x Hello Kitty styles.

The majority of this line will be available at mass retail, with exclusive styles available at specialty retail, at Comic-Con International: San Diego (SDCC), and on Jazwares’ e-commerce site.

Basic Fun! is introducing several Hello Kitty toys this year, including the Hello

Kitty Loves Cheer Bear Plush 2-Pack and Hello Kitty & Friends x Care Bears Fun Size Plush Assortment. This fall, the company will release Lite-Brite Super Bright: Hello Kitty Edition, Lite-Brite Mini: Hello Kitty Edition, Hello Kitty View Master, and Hello Kitty Microteenies.

“The goal was to create a robust collection of ‘newstalgic’ toys that combine the instantly recognizable characters of Hello Kitty and Friends with timeless brands, characters, and play patterns from Care Bears, Lite-Brite, and View Master — a nod to yesterday and today for consumers of all ages,” says Lisa Doiron, Vice President Global Brand Marketing at Basic Fun! Both existing and new licensing partners will continue rolling out 50th anniversary products throughout the year including collectibles, dolls, plush, pet toys, and more. “Aside from conveying our message around Hello Kitty’s 50th anniversary, we want to reinforce Sanrio’s commitment to delivering lifestyle products that resonate with a loyal and diverse fanbase,” Koch says. “Through strategic licensing agreements, Sanrio can ensure that Hello Kitty continues to inspire joy across cultures and remains a timeless symbol of positivity and connection.” 

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Source: The Op | USAopoly

ANIME INSPIRED PLAYMOBIL Naruto Figures Wave 3 | Ages: 8+ | MSRP: $8.99 The latest collection of Naruto-inspired Playmobil figures includes 12 new characters to collect, including Madara Sage of the Six Paths Mode (pictured), Kankuro, Hashirama, and more.

THE OP | USAOPOLY TOMY

Monopoly: One Piece Ages: 8+ | MSRP: $44.99 This version of the classic board game groups players into three teams — the Factory Destruction & Samurai Rescue Team, the Caesar Delivery Team, and the Thousand Sunny Guard Team — and features characters from One Piece as properties.

Club Mocchi- Mocchi- Tokyo Revengers Plush Ages: 3+ | MSRP: $16.99 | Available: Fall 2024 Based on Tokyo Revengers, this plush collection features characters like Manjiro Samo and Takemichi (pictured) lying on their stomachs to sleep.

FUNKO

SPIN MASTER

Yu-Gi-Oh! Harpie Lady Ages: 4+ | MSRP: $12

GUND Gudetama Soy Sauce Plush Ages: 1+ | MSRP: $13

Fans can summon this fearsome creature into their Dueling Arena with a 1 in 6 chance of finding find the metallic Chase version (pictured). Each figure stands approximately 4.1 inches tall.

This 5-inch plush features Sanrio’s Gudetama laying on his egg drinking from a bottle of soy sauce.

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ANIME INSPIRED FUN IN MOTION TOYS

ABYSTYLE STUDIO (ABYSSE AMERICA)

Avatar: The Last Airbender Shashibo | Ages: 8+ | MSRP: $19.99

Saitama – One Punch Man Ages: 14+ | MSRP: $39.99 Available: Summer 2024

Fun In Motion’s iconic puzzle cubes are headed to the world of Avatar: The Last Airbender. Kids can bend, twist, and manipulate this puzzle cube into a variety of shapes.

Collectors can bring the unstoppable power of Saitama into their lives with this 6.3-inch-tall PVC One Punch Man figure.

YOUTOOZ My Hero Academia Figures MSRP: $29.99 These collectibles inspired by My Hero Academia feature signature Youtooz eyes and themed packaging. The latest wave of figures includes Tenya Iida (pictured), Eijiro Kirishima, Fumikage Tokoyami, and more.

MONOGRAM INTERNATIONAL

BANDAI NAMCO TOYS & COLLECTIBLES AMERICA

Chainsaw Man 3D Foam Bag Clips Ages: 4+ | MSRP: $6.99

Gashapon Blind Packs Ages: 15+ | MSRP: $7.99

Kids can collect Chainsaw Man characters in this range of 2-inch-tall 3D figural bag clips.

Available in 24-count retail counter displays.

Anime characters are going mini. These mystery-packed surprise toys feature figures of fan-favorite characters from My Hero Academia, Demon Slayer, and Dragon Ball in action poses.

YUME Spy x Family DZNR MSRP: $14.99 Available: June 2024 Anya (pictured), Loid, and Yor from Spy x Family join the DZNR plush collection. Each plush character features an oversized head and big black eyes and comes in collectible packaging.

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PROPERTY PROFILE

Celebrating 70 Years of Big Monster Energy

by THOMAS STEPHEN JR., Sales & Marketing Executive and Resident Kaiju Expert

I

n 1954, there was a radioactive footprint in a tiny Japanese village. Scientists and the residents investigated and couldn’t come up with an explanation. Then, over the top of a hill appeared the King of the Monsters, Godzilla, and a pop culture icon was born.

Godzilla’s impact extends far beyond that first footprint.

Over 70 years, he has been a hero, a villain, and a pure, unfathomable force of nature. Regardless of how he treated humanity, his influence spread far and wide.

Now, despite generations gone by, Godzilla is as popular as ever. Following the successful release of Godzilla Minus One last year, Warner Bros. and Legendary Pictures’ MonsterVerse roared back to the top of the box office with Godzilla x Kong: The New Empire in April followed by news that Monarch: Legacy of Monsters has been renewed for a second season on Apple TV+. Additionally, Pluto TV and Toho International set a July debut for a 24-hour Godzilla Channel featuring more than 30 films spanning the eras.

The 70th-anniversary fun doesn’t stop there. Toho’s YouTube channel has reissued the full TV series, Godzilla Island

(1997). A unique product of its time, the series mixes live-action with puppetry and footage created using Bandai’s Godzilla action figures. Figures like the fan favorite Jet Jaguar were occasionally recolored to create new characters that became so popular that Mondo released those limited colorways as part of their vinyl toy collection.

While Bandai hasn’t slowed down, with toys available for Godzilla Minus One as well as classic versions of the King of the Monsters and his adversaries, other companies are in on the action, including Super7, Jada Toys, Santa Cruz Skateboards, IDW Publishing, and others. An extensive range of products for kids and collectors by Playmates Toys hit stores ahead of Godzilla x Kong this spring.

From the first time we saw Godzilla rear his head high above the hills of Japan, the world took notice. Now, the stage is set for new audiences to embrace the King of the Monsters as Toho and its partners celebrate an icon that has become a cross-generational brand.  Visit Toho at Licensing Expo in Booth No. F78

“While each film stands alone in its own moment in time, the evolution of Godzilla followed advancements in film and technology along with cultural trends, yet always staying rooted in the origins from 1954.”

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JADA TOYS Godzilla x Kong Heat-Ray Breath R/C Ages: 8+ | MSRP: $59.99 Kids can use the remote control to make the monster walk, stomp, and whip its tail around while activating heat-ray breath, light-up features, and roaring sounds.

PLAYMATES TOYS Godzilla x Kong: The New Empire Collection | Ages: 4+ MSRP: $9.99-24.99 Return to Hollow Earth with Godzilla and Kong! When a colossal threat is discovered within our world, Godzilla and Kong must fight to protect their existence — and our own. Playmates Toys’ new line of 6-, 7-, and 11-inch figures is based on the feature film Godzilla x Kong: The New Empire. Additional figures and toys are set for release later this year.

SUPER7 Kaiju Blind Box Series 2 (Silver Screen) Ages: 14+ | MSRP: $15 Fans waiting to re-create a classic black and white film scene from Toho’s Godzilla franchise can do so with the latest wave of 3.75-inch scale, articulated Toho Blind Box ReAction Figures. The collection features silver screen-inspired designs of Gigan, Godzilla ‘74, Minilla, Mechagodzilla, and Godzilla ‘62. Available in 18-count retail counter display trays.

RUBIES

Godzilla Lawn Inflatable | MSRP: $90.99-$95.99 Available: Halloween 2024 Families can make a colossal statement in their neighborhoods with this larger-than-life yard decoration. It brings the King of the Monsters to any yard and makes for an epic and eye-catching display.

BANDAI Godzilla Movie Monsters Collection | Ages: 4+ | MSRP: $19.99 Each figure in this collection pays homage to the iconic Toho kaiju — “unique monsters” in translation — throughout generations of film. Standing at about 6 inches tall, each detailed figure reflects the craftsmanship that fans have come to expect.

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MARKETING MEMO

NAVIGATING TURBULENT DIGITAL WATERS

Source: stock.adobe.com

How Brands Weather New, Old, and Evolving Social Media Platforms

by ASHLEY MADY, President of Zigazoo Kids

T

he realm of marketing and content creation is in a perpetual state of flux, with new platforms sprouting constantly and audience attention becoming increasingly fragmented. In this dynamic environment, it’s essential for brands to not only capture but retain their audience’s attention. As a result, several questions arise: how do you choose what platform(s) is right for you? Is flocking to the platform with the most eyeballs always best, or is it about where you can gain the most impressions for your brand quickly, and, in many cases, for the lowest cost?

MAINTAINING ENGAGEMENT: WHERE AND HOW In my view, brands that can own their audience, and those that are the first to arrive on a platform and break through the clutter, will continue to win.

It’s becoming harder and harder to be everywhere but, now more than ever, it’s critical to meet your fans where they are and everywhere they are.

At the heart of successful marketing lies the ability to forge deep connections and foster engagement within communities. Simply amassing a large audience serves little purpose if that audience cannot be mobilized to take action. This underscores the distinction between true influencers, who can genuinely engage and mobilize their community, and mere entertainers with a sizable following. In many cases, collaborating with a network of micro-influencers can yield more impactful results, albeit requiring additional effort.

Most importantly, audiences can

discern when something feels inauthentic, forced, or worse: like a paid ad.

Thus, the nuances of brand integration and ambassador-like programming are continuing to become more valuable, and I believe we’ll see more of that.

FOLLOWING REGULATION: STAYING AHEAD OF THE GAME When it comes to reaching kids online, the impending regulatory changes and potential bans on platforms like TikTok underscore the ethical dilemmas faced by brand owners and manufacturers targeting younger demographics.

As the marketing landscape evolves, ethical considerations will increasingly influence consumer perceptions and brand loyalty.

Zigazoo is a social app for kids. | Source: Zigazoo

Many platforms and companies currently walk the line, waiting for regulations to force them to make changes.

Zigazoo — a social network designed for kids to use safely — has always been at the leading edge. Our platform has been ahead of regulation, and I am proud of our work. We genuinely care about kids and families, and kids need a safe space online. It remains to be seen which companies will uphold ethical standards and

which will prioritize short-term gains at the expense of integrity; I for one am watching closely.

MOVING FORWARD: CONTENT REMAINS KING Amidst the ever-evolving marketing landscape, there is a growing demand for safer and more responsible social media platforms. Zigazoo is at the forefront of this movement, committed to ethical marketing practices and algorithms. We are proud to count esteemed companies like DreamWorks Animation, Netflix, Amazon, the NBA, MLB, and Crayola among our partners, all of whom share our dedication to responsible marketing.

So, what can we expect for the future? Change is the only constant, and content will remain king. Companies that innovate and lead in the digital space, rather than follow, will always have an advantage. Those that lag behind risk failing and missing the key moments to capture the hearts and minds of their fans.  Ashley Mady is the President of Zigazoo Kids, the world’s largest social network for kids. Her past roles include VP of Brand Development at IT’SUGAR and VP of Brand Development at Basic Fun! In 2009, Ashley founded and helmed the brand licensing and creative agency, Brandberry. From 2014-2020, she served as president of the global non-profit Women In Toys, Licensing & Entertainment. She currently sits on the board of The Toy Association, where she chairs Genius of Play, and serves on The Toy Foundation’s Board of Trustees.

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hen Licensing Expo opens its doors in Las Vegas this year, the toy industry is showing up in full force with industry giants including LEGO, Bandai Namco Entertainment America, Hasbro, Mattel, Funko, and more ready to connect with potential partners. The growth in the industry’s presence at the show has been a calculated effort, and it has inspired this year’s theme: Brands at Play.

“Instead of it just being something that’s happened by ‘happy accident,’ it’s something that we are actively curating

through new exhibitors, through content in our educational programs, and activations that you’ll see across the three days of the show and into the evening events,” says Anna Clarke, Senior Vice President of Licensing for Informa Markets.

Over the past four years, Licensing Expo has taken on greater importance to the toy industry as other trade events have shifted their schedules, moved locations, gone virtual, or been canceled altogether.

“It’s very much a relationship-driven industry,” Clarke says. “Those relation-

ships can’t just survive and thrive virtually. There has to be face-to-face human connection … I think we’ve been a consistent pillar throughout all of this.

Our events have carried on in the same dateline and in the same locations. I think that brings a sense of comfort and a sense of the known, but that doesn’t mean we’re resting on our laurels. We’ve made a lot of improvements and changes to the show as people have become more selective coming out of the COVID-19 pandemic.”

As a staple on the toy industry’s trade show calendar, Licensing Expo continues

Creative Kids and Red Toolbox are introducing Scotts Miracle-Gro to playrooms and toy departments. | Source: Creative Kids, Red Toolbox

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to be a place where toy companies can forge bonds with companies new to the play space.

While co-branded products are nothing new, there is a distinct uptick in consumer packaged goods (CPG) and other mainstream brands jumping into the toy department with playsets, activities, and other products that introduce kids to the brand names at a young age.

Grocers like ALDI have joined the ranks of Black + Decker (tools), Jelly Belly (candy), ICEE (beverage), and more in finding new ways to connect with kids and families. Of course, some companies, such as John Deere (farming) and General Mills (cereals) have been in toy boxes for decades.

While many of these collaborations come in the form of dolls, action figures, role-play items, and vehicles, Scotts Miracle-Gro teamed up with Creative Kids to expand into the arts, crafts, and activities space. Creative Kids developed kits that kids can use to decorate planters using art supplies, then plant seeds in Miracle-Gro potting mix to grow flowers and other types of plants.

“We wanted to extend activity kits into something even more interactive and more central to current trends,” explains Daniel DeLapa, Chief Marketing Officer at Creative Kids. “We were seeing at-home gardening as a huge, huge trend. We were definitely hunting for it and, being in the right place at the right time, all of it clicked together.”

In developing the range, Creative Kids wanted Miracle-Gro to be deeply involved and hopes to extend the range to include new types of plants along with greenhouse-style kits.

“We worked very closely with them,” DeLapa says. “We collaborated to make sure that the tailored experiences we were making in these kits were not going to let the consumer down and only surprise and delight them and make them say ‘Oh my god, even if I have a brown thumb, I can have a green thumb if I use a Miracle-Gro

Red Toolbox has worked with Stanley Jr. to create kid-size tools and supplies for years. | Source: Red Toolbox

[Kids] kit.’”

Miracle-Gro also collaborates with Red Toolbox for kid-sized gardening supplies including tools, gloves, a mini wheelbarrow, and more. Red Toolbox has a variety of other licensed offerings, including toys under the Tasty Junior, Black + Decker, Oklahoma Joe’s, Stanley Jr., and Char-Broil brands.

“We’ve been very lucky to partner with some of the biggest names in their categories,” says Donna Arbeitman, Senior Vice President of Marketing and Licensing for Red Toolbox. “You will see a theme going through all of the brands and basically all of our toys — they translate the adult world for kids through play.”

Arbeitman says that Red Toolbox is expanding into automotive-themed toys with a new collaboration with Goodyear and also hinted at a future collection of toys developed with a top kitchen appliance brand.

“We truly believe that by allowing

kids to experiment with the world in a safe environment, in a safe way, we help them grow up,” Arbeitman says. “We help them aspire to be who they want to be when they grow up. From the licensor’s perspective, doing this is great for them because they create brand awareness and loyalty from a very young age. So it’s a win-win situation for everyone.”

With Licensing Expo kicking into high gear, toy companies and licensors alike will be making deals to bring even more brand names into toy aisles and toy boxes in the future. 

Ashley Pelletier is an Assistant Editor for The Toy Insider, The Pop Insider, and The Toy Book with a Master’s from Quinnipiac University.

When she isn’t writing her latest story, she is reading a novel or rewatching one of her three favorite TV shows over and over again.

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PROPERTY PROFILE

Source: TenWit - stock.adobe.com

FIVE DECADES, ONE ICONIC SMILE Playmobil celebrates 50 years of making the world miniature.

by SAMANTHA CONNELL, Assistant Editor

I

t’s a milestone year for one of the most iconic staples of toy boxes and playrooms around the world.

The Horst Brandstätter Group’s Playmobil is celebrating 50 years of fun with a fresh lineup of immersive playsets, licensed collaborations, and continued efforts in sustainability. The company prides itself on durable, educational products that encourage families to explore and learn more about the world. Playmobil attributes its decades of success to excellence in design, an expansive catalog, and best-in-class production methods.

“Playmobil is the finest quality plastic injection toy manufacturer in the world.

Our German engineering and design [teams] produce our toys to the strictest safety standards with the highest-quality plastic and are nearly indestructible,” says Marc Shinderman, Vice President, Sales & Marketing at Playmobil USA. “No other toy manufacturer packs as much lifelike play value into their toys as Playmobil. Quality, innovation, and evergreen lasting play value is our legacy,

and that provides endless opportunities for the future.”

“Playmobil remains dedicated to fostering an assortment that is a great fit for the specialty toy market” - Julie Duffy, Senior Merchandise Manager, Barnes & Noble

Playmobil’s evergreen themes include Farm, City Life, History, Pirates, Vehicles, and others, and in recent years, the company has become more engaged in licensing, developing products in collaboration with top automakers like Porsche and Mercedes-Benz, and based on pop culture licenses, including Ghostbusters, DreamWorks Dragons, and more. Over the past year, the company collaborated with Disney to add Winnie the Pooh- and

Mickey Mouse-themed toys to its 1-2-3 catalog of toddler toys and developed a Naruto line to connect with anime fans.

“This year we are bringing Miraculous — Tales of Ladybug and Cat Noir to Playmobil; increasing our sustainable line with our new theme world, Horses of Waterfall; and of course, celebrating the 50th by bringing back some of our favorite Playmobil items,” Shinderman says.

GROWING SHELF SPACE AT RETAIL AND AT HOME Retailers have stocked Playmobil products for several decades. Barnes & Noble, the mass specialty retailer that sells books, toys, and more, has carried the brand in most of its stores for approximately 15 years.

“We are always on the hunt for new and exciting play patterns that are educational in nature, but also foster creativity and imaginative play,” says Julie Duffy, Senior Merchandise Manager at Barnes & Noble. “Playmobil fits perfectly ... and the play value is unparalleled.”

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Keeper with Animals (left) comes from Playmobil’s 50th Birthday Collection and features party-themed elements. Feeding Time with Ellie and Sawdust (right) is one offering from the eco-friendly Horses of Waterfall line and is made with at least 80% sustainable materials. | Source: Playmobil

Collectors, educators, and guardians can find Playmobil products in stores and online. According to Duffy, Playmobil has “remained dedicated to fostering an assortment that is a great fit for the specialty toy market, which is in line with the Barnes & Noble toy focus. They create great playset offerings for younger kids, especially in the preschool space. Their expansive catalog of themes also makes it easy to market to families with children of varying age groups and interests.”

Playmobil collectors have a similar view of the brand. There are several sites run by fans of the brand, including animobil.info. This site, launched in 2005, acts as an encyclopedia for Playmobil’s animal figures. Playmobil collectors can find images and information about every Playmobil animal figure available. It also covers Shields and Hearldy, the bagged Figures Series, and Robots, Playmobil categories that animobil.info owner Tim Matteson enjoys.

Matteson, a Playmobil collector of around 20 years, frequently updates the site’s figure index and makes blog posts concerning new collections.

According to Matteson, “The company’s long-term consistency in holding a single vision of how everything they make fits together is really the core of their success. Parents hand down their old toys to their children and expand on them with new sets for a multi-generational experience rarely found in other brands.

Playmobil is designed to be the [real] world in miniature.”

A CELEBRATION IN THE TOY DEPARTMENT Throughout the year, retailers and consumers can look for products in special 50th Anniversary packaging, the return of some old favorites, and competitions inviting fans to create their own Playmobil products.

Celebration-themed gift sets for kids ages 4 and up include Mermaid’s Birthday with mermaid figures, a shell box, cupcakes, and more; Knight’s Birthday Gift Set, which includes an Arwynn figure, cans, cannons, and more; and the Keeper with Animals set that features two adult seals, a baby seal, a birthday sign, fish, and more. Three additional sets, Mini Golf, Researchers with Robots, and Costume Party, are also available.

The 3-inch tall Knight, one of the first Playmobil figures, will be available exclusively in gold this year, while the 1977 Classic Police Car will be re-released in July as a “vintage” car with a figure.

These celebratory products continue to showcase what collectors enjoy most about the brand. “One of the main things that helps Playmobil stand apart is the consistent use of a single scale for all of their items for the last 50 years … figures and accessories made 40 years ago fit perfectly with new pieces that just came out this year,” Matteson says. “The ability to combine decades of back catalog items with any new release creates an immersive play world and allows the slow building up of larger and larger scenes by long-time collectors.”

A SUSTAINABLE FUTURE To remain popular and trusted, brands must evolve. For Playmobil, a commitment to the world and giving back to the earth has increased over time.

“Playmobil is actively working to reduce its carbon footprint at manufacturing facilities, offices, and subsidiaries around the world,” Shinderman explains.

Those efforts include products and packaging composed of at least 80% recycled or sustainable materials, such as this year’s Horses of Waterfall range. The line features several toys for kids ages 5 and up anchored by the Waterfall Ranch, a fully furnished play home and adjoining stable that comes loaded with accessories. “[Playmobil’s] shift to recycled content plastics, as well as new plant-based plastics for their Juniors line, are great steps,” Matteson says.

As Playmobil looks to enter its next 50 years, the company plans to stay true to its roots in creating toys that spark creativity and imagination while leaning into a legacy of quality engineering.

“Our future looks exciting as we produce new toys for generations to come,” Shinderman says.  Samantha Connell is an Assistant Editor for The Toy Book, The Pop Insider, and The Toy Insider. She loves to write, craft, and play with her adorable dog, Willow. She is a Ravenclaw, Star Wars fan (prequels included), and Clemson alumna. She also thinks that she is the favorite aunt.

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RAISING THE BAR

by STEPHANIE POTTICK, Esq., Pottick Law PC & Protect For Success

B

arbie: The Movie was the highest-grossing film of 2023. Who knew a doll would become an entertainment mogul? Maybe Mattel did — or maybe they were just as surprised as the rest of us.

Once upon a time, a toy was just a toy, a book was just a book, and a video game was just a video game. Those rules don’t apply anymore.

Now, a book series like Harry Potter can become an empire of movies, merchandise, and experiences; a video game like Super Mario Bros. can become a successful kids’ entertainment property; and a comic book like Iron Man can spawn the Marvel Cinematic Universe.

Each started out as something small, but then exploded because of its popularity and familiarity. People tend to gravitate to brands they know, like, and trust, which can create amazing opportunities for IP owners to get creative — and think BIG! Essentially, nearly any IP can become a strong revenue driver, and that’s mostly because of licensing. Collaborations are only limited by your imagination. Think of McDonald’s x Loungefly bags, Hershey’s x Crocs shoes, the Wizarding World of Harry Potter experience at Universal Studios, branded virtual experiences on Roblox,

and even Pac-Man sushi — creativity is always the key when it comes to successful partnerships.

These are well-known brands, but you don’t have to be big to start thinking about licensing for your brand.

PREPARE FOR LICENSING To effectively expand your IP through licensing, you should consider some key legal protections. These are just a few things to think about: • Anticipate what your core products and services will be, and then consider what might be the next logical zone of expansion. Do you want to sell storybooks? Toys? Clothing? Create an animated series? You’ll need to protect each of those in different trademark classes separately.

Once you have your list, consider filing trademark applications for some of (or all, if you can afford to) those products and services. Why? Because having trademark protection can make the difference between being able to license and losing a deal.

• Copyright your characters, pitch decks, stories, logos, and other creative aspects of your brand/ IP. Getting trademarks and copyrights gives you something to enforce and

monetize. Think of it this way, if you don’t have some sort of IP protection, what is a company licensing and why should they have to pay for it?

• Don’t forget to make sure your company actually owns the IP you plan to license out. Did you know that you don’t automatically own IP rights to things that third parties create for you — even if you pay for them? That means the illustrator you hired would still own the IP rights to your illustrations and logos unless you get ownership of those rights specifically via contract.

Keep these tips in mind because, like Barbie, who was once just a toy, your IP can one day become the next big thing.

Good luck!  *Disclaimer: This article is for informational purposes only and not intended as legal advice.

Stephanie Pottick is a U.S. attorney and course creator who used to work in the toy industry on the business side in product creation, protection, and licensing, and understands both the business and legal perspectives. Pottick’s passion is to educate creators so they can protect, launch, and license with confidence. Contact her at contact@protectforsuccess.com.

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hen Barbie stepped into frame in her eponymous movie in an archival 1995 Chanel necklace — all pearls and dizzying jewels — it provided one example of just how intertwined the worlds of high fashion and toys are.

But in 2024, a time ruled by screens and clicks, the physical fashion doll is in flux.

Just how relevant is fashion, high and low, to the toys of the TikTok age?

The very brands competing in the category offer insight into the state of the fashion doll. Cepia, based in St. Louis, Missouri, released its Decora Girlz line in March. The dolls boast exaggerated chibi proportions and wear technicolor dresses, leg warmers, and tops. Yet their more-is-more clothes somehow play second-fiddle to the dolls’ main claim to fame: sticker and hair clip play.

The trait, unique among dolls, hails from a Japanese subculture known as Decora Kei. “Decora Kei actually means decorate and celebrate,” says Laura Freichs, Head of Marketing at Cepia.

Though the line is Decora Kei throughand-through, she says Cepia CEO James Russell Hornsby was inspired when he

caught his 5-year-old daughter putting Band-Aids on herself and her toys. “He decided to do a little bit of an internet search. And what he found is that there’s a whole culture behind this.”

The dolls launched at FAO Schwarz in March, where stickered and smiling kid influencers played with the 5- and 11-inch dolls. “What we really want them to do is to understand and appreciate the fashion details,” Freichs says, “but also really get, at the same time, the creativity and creative expression and just the ability to be empowered in your own deciSource: Mattel sion-making, how you style yourself.”

If customization is key for Cepia doll developers, precision and authenticity are on the minds of the team at The Dr. Lisa Co. The Black-owned brand is known for its multicultural toys. For Dr. Lisa Williams, the company’s Founder and CEO, it’s about centering fun, faithful

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representation (for example, creating your own dreadlock weave for dolls when, as Williams says, “no one had ever done locks in mass production before”). The company’s fashion dolls, The Fresh Beats, as well as its line of male dolls, The Fresh Squad, showcase these cultural specifications with an authentic edge.

Digital and social awareness, too, is a factor for The Dr. Lisa Co. and its fashion choices. Lui Domingo, The Dr. Lisa Co.’s Principal Designer, says a doll’s design, given its 18-month production timeline, has to match the stride of consumer tastes, tastes which form at sometimes breakneck speed. “In terms of fashion, [consumers] have access to what went on the Paris runways, for instance, in realtime as it is happening,” Domingo says, “versus the previous generation, where you have to wait for the Sunday paper.”

Williams adds, “We do look at the runway, but you also … just look around the community.” One such instance occurred when Domingo was designing for The Fresh Squad. Inspiration struck on an Atlanta subway car. “I was looking at this guy who was dressed so cool…

He was wearing kind of sweatpants, but they’d been designed to look like you could almost wear them to dinner,” Domingo says. “So these are sort of emblems of a certain generation in a lot of ways.

Borrowing from them allows you to speak the language of the current generation.”

While street style and subcultures certainly do influence toys, it would be erroneous to say that the love affair between high fashion and toys has fizzled. Barbie remains the poster child for this ongoing entanglement.

“One of my all-time favorites was the Karl Lagerfeld Barbie,” says Vice President of Barbie Doll Design Robert Best.

“Designing a doll that so perfectly captured such a recognizable style icon In 2022, Mattel collaborated with French fashion house Balmain on non-fungible tokens (NFTs) featuring Barbies sporting Balmain designs and the Balmain logo and in partnership with stylized in the Barbie font. | Source: Mattel an amazing team was a career highlight.”

The Lagerfeld Barbie was released in Then again, high fashion is not the 2014; Mattel has also recently collaboend-all-be-all, even for Barbie. rated with Olivier Rousteing of Balmain, “Designing for dolls is similar to and a new program, Styled by Design, designing for the runway in that we work ushers Mattel designers into the sartorial diligently to ensure our designs are curspotlight. “Fashion is an evolving art that rent and on-trend, or even ahead of the is most exciting when it reflects the new trends,” Best adds. “While it is important voices and ideas in culture,” Best explains. that there are elements that relate to real clothes, we have a lot more freedom and ability to explore a wider range of themes like mermaids, astronauts, or princesses when it comes to doll scale.”

From fantasy play to street style to haute couture, as the category’s sales ride the high of renewed interest, the fashion doll reiterates a truth: Some things never truly go out of style.  Madison Patterson is an assistant editor at The Toy Book, The Toy Insider, and The Pop Insider.

When she isn’t writing, the Seattle native can be found reading the classics, watching football, and scouring the city for New York’s best vintage.

Left: Kid influencers don Decora Kei ensembles. Right: Dr. Lisa picks out fabric. | Sources: Cepia/The Dr. Lisa Co.

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Source: Disguise

LICENSED COSTUMES JAZWARES

RUBIES

Spider-Gwen Adult Zentai Suit Ages: 14+ | MSRP: $54.99

Ms. Rachel Collection Sizes: Infant/Toddler/Adult MSRP: $25.99-41.99

Featuring a printed design of Gwen Stacy’s spider suit, this long-sleeved form-fitting jumpsuit is made of two-way stretch spandex and includes invisible zippers in the back plus wrist openings. There is also a hood, detachable spandex mask, and non-slip dots on the bottom of the feet.

Inspired by the creative spirit of Rachel Accurso, also known as Ms. Rachel, both the adult and infant/toddler costumes include a jumpsuit and headband, capturing the playful energy of her YouTube series.

DISGUISE Ghostbusters Frozen Empire Collection | Ages: 1+ MSRP: $19.99-79.99 This line features the new red parka costumes from the film, plus Slimer and Stay Puft inflatables for kids, engineer jumpsuits, and a Garraka adult costume. Toddler and infant Stay Puft and Slimer costumes are also available.

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HASBRO

DISGUISE

Marvel Avengers Hulk and Spider-Man Hero Masks Ages: 5+ | MSRP: $9.99

Rainbow Friends Collection Ages: 4+ | MSRP: $14.99-49.99 Featuring an all-blue body and head with drool and a crown, the Rainbow Friends line features the character Blue in classic, deluxe, and inflatable options for kids and adults. There’s also a Scientist Red adult costume.

The Spider-Man Hero Mask is available in both the classic Peter Parker and Miles Morales Spider-Man designs. Kids can also opt for the bright green Hulk mask.

Both masks have a flexible band that fits most kids.

RUBIES

RUBIES Wizard of Oz Glinda and Wicked Witch Deluxe Costumes | Size: Adult MSRP: $100.99-115.99 Glinda’s costume features a light-up crown, glittery pink dress, and a ruffled underskirt, all adorned with butterflies and stars. The Wicked Witch costume includes a dress and satchel, a flowing cape, and a majestic hat.

Dune Paul and Chani Costumes | Size: Adult MSRP: $55.99-85.99 The Paul costume (pictured) features a rugged jumpsuit with shoe covers for an authentic desert feel. The bracers and cloak add a touch of warrior style. The Chani costume includes a jumpsuit with boot covers, a scarf, and a twopiece mask.

RUBIES American Girl Doll Box Costume | Size: Adult MSRP: $35.99-39.99 This unique costume will transform adults into a life-size American Girl Doll. The iconic, fuchsia and red American Girl doll box captures the nostalgic charm of childhood playtime.

RUBIES Batgirl 1966 Grand Heritage Costume Size: Adult MSRP: $70.99-75.99 Straight from the iconic Batman 1966 series, this ensemble includes a sleek purple jumpsuit along with a flowing cape and a mysterious mask. The belt and gloves complete the authentic superhero style.

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GIVING BACK

Moosies regularly volunteer with the Clown Doctors and participate in active fundraising events. | Source: Moose Toys

SUPERHAPPY, WORLDWIDE The Moose Happy Kids Foundation gives back, playfully.

by NICOLE SAVAS, Social Media Editor

T

hink back to your childhood when you opened a birthday or holiday gift that you had been pining for.

Do you remember the happiness you felt?

Moose Toys, the Australian company behind holiday hits like Magic Mixies and Shopkins, describes feelings similar to this as “Superhappy” and aims to make all kids — no matter their circumstances — feel that way. The company has always been involved in philanthropic causes but started The Moose Happy Kids Foundation nine years ago to further spread joy amid its international growth.

“As the business expanded, it was important that our community impact grew — both in scale and the regions we supported,” explains Belinda Gruebner, Chief Marketing Officer of The Moose Happy Kids Foundation. “Today, the Foundation has its own dedicated team [and] has donated more than $12.5 million and made 4.2 million kids smile around the world.”

The Foundation focuses on three key pillars to guide its mission: Well-being, Opportunities, and Inclusivity.

BEHIND THE PILLARS Well-being falls under the belief that laughter is the best medicine, delivering happy moments to kids going through difficult times. It’s under this pillar that Moose partners with The Humour Foundation in Australia and Healthy Humor

in the U.S., both of which feature “Clown Care” programs that use laughter and a little magic to help kids in hospitals feel less anxious. Moose recently partnered with Foundation Theodora in Hong Kong to expand the initiative to China.

Superhappy kids | Source: Moose Toys/Adara Group

“Opportunities focuses on causes that provide kids the opportunity to learn, grow, and reach their full potential through access to education, no matter where they live,” says Gruebner, who has been with the Foundation since its inception. One partner within this pillar is the Adara Group, which works to help improve health and education in remote regions of the world.

The final key pillar is inclusivity. This focuses on involving all kids in play, no matter their culture or abilities. Moose Toys was a founding partner of AllPlay, which offers evidence-based resources and activities to support the 1 in 6 Australian kids who have a developmental challenge or disability.

MOOSIES AT PLAY “The Foundation is one of the reasons our team loves what they do at Moose,” Gruebner says. “We have been so fortunate to build a global team that gets behind these initiatives [with] huge hearts and desire to see positive change.”

Moosies — members of the company’s international team — play a big role in driving its charitable initiatives. Moose provides a budget for each territory that Moosies are encouraged to use toward local initiatives alongside in-kind donations of time and skills. Additionally, Moose Toys has launched an internal giving platform, which gives Moosies the opportunity to support causes they are passionate about.

“We truly believe it is our responsibility to contribute positively to the communities that we operate in, empowering people to thrive,” says Gruebner of her team. “These values are intrinsically linked to how our entire team shows up every day – there is no success for Moose without giving back generously.” 

As a kid, Nicole either wanted to be a professional toy player-wither or a writer. As social media editor for The Toy Book she’s found a career as both.

She’s grateful to work somewhere she can utilize her love of teddy bears and the Oxford comma.

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n the toy industry, “play and display” is common: the idea that kids can play with a toy that also makes for a great collectible or decorative object when not in use. Today, toys have expanded beyond playthings, embracing new roles as artistic expressions, decorative elements, and functional design statements. In many ways, they have evolved beyond the play and display concept.

TOYS AS ART While kids make art using toys, some manufacturers are shifting to present toys as art. Over the past decade, this movement has gained steam as brands take a page from the “designer” toy playbook to create products designed for display as works of art. The LEGO Group, which leaned into an “Adults Welcome” tagline long before “kidult” became a buzzword, used the success of its LEGO Art collection as a springboard for an entire category of home decor that includes botanicals, sculptures, and functional accessories such as wall hangers, coasters, and more.

Mattel Creations which notes “Here, toys have always been art,” in its mission statement, has become a leading destination for those seeking new ways to embrace playfulness in decor. Recent collaborations include Hot Wheels vehicles

with a weathered, eroded design by artist Daniel Arsham and a range of FIGURE8 figures that merge Mattel brands into sculptures with Magic 8 Ball heads.

In recent years, Pokémon fans have been framing and hanging their Pokémon Jumbo Cards in a vignette on their walls.

Collectors can show off their fandom while preserving the cards, which could increase in value in the interim. Similarly, Cra-Z-Art’s Kodak Premium Puzzles feature high-quality photography. Once completed, families can frame the puzzle as spectacular wall art with a playful twist.

Collectors often employ shadow boxes to showcase dolls, action figures, or other toys, adorning walls with stylish displays — a concept LEGO adopted for its Batcave Shadow Box — while parents can incorporate vintage toys their kids have outgrown to celebrate the past while crafting playful art for the future.

TOY DECOR VERSUS DESIGN While toys can be art, there are also the notions of toy interior decor and toy interior design — two distinctive concepts. The idea of toys for decor focuses primarily on the toy’s visual appeal in the space. When used in this manner, toys are typically displayed prominently as focal points or conversation pieces, contributing to the room’s overall aesthetic, such as

LEGO botanicals are a stylish and modern addition to any home or office.

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Vintage toys remain a timeless option for decor when paired with other books and games to inspire thoughts of play throughout each day.

a vintage toy arranged on top of a stack of books, a retro game displayed on a coffee table, or a collectible doll perched on a sofa corner.

Alternatively, incorporating toys into interior design considers their aesthetic and functional aspects. Toys are not merely decorative accents but strategically integrated into the space to serve a specific purpose, such as providing storage solutions or creating designated play areas.

The concept of board games as art has become a commercial endeavor as companies forge licensing deals to offer museum-quality artwork inspired by classic games. Ikonick offers Monopoly and Scrabble-inspired wall art, pairing life strategies with quintessential gaming icons. These products provide unique playful art pieces that offer whimsy to home decor. However, a retro board game passed down from a family member or purchased at an auction can be repurposed as striking wall art.

Parents or collectors seeking both art and utility can repurpose current game boards in a playroom, transforming them into functional works of art by hanging them on walls. Not only do they instantly become eye-catching artwork, but they’re also easily accessible for family game nights. This allows for practical storage, optimizes space, and creates a stunning art wall that inspires families to play.

The toy industry is starting to recog-

nize the practical aspects of toy decor and design. For example, the average shelf depth is 10-12 inches — a great size for picture frames and books, but not necessarily the latest HasLab project. Shelf size is something that Hasbro designers now keep in mind when developing elaborate vehicles that lean into “play and display.”

While the industry increasingly embraces toys and games for decor, visionary leaders will also prioritize the harmony between playfulness and functionality in toy and game design.

TOYS AS FUNCTIONAL DECOR The shift toward integrating toys into home decor reflects a broader trend, in which forward-thinking manufacturers consider the dual purpose of toys as playthings and decorative accents. As consumers seek ways to blend toys into their living spaces, toy designers are innovating to create toys that can complement home decor, contributing to a more cohesive and harmonious environment.

For instance, during the spring, we showcase Calico Critters on a pristine platter encircled by vibrant plastic Easter eggs, which adds a touch of elegance to our tabletop decor. For Halloween, we use the Playmobil Take Along Haunted House as a centerpiece on our kitchen table. Similarly, we frequently arrange the contents of different advent calendars on trays, creating festive holiday centerpieces.

Additionally, while some toys and

games now incorporate storage by design, families already have numerous options for storing toys in decorative yet functional ways. Baskets and bins are popular choices, and acrylic bowls and containers offer a stylish alternative. Storing Fat Brain Toys’ Jixelz pieces in lidded dishes, Funko Pop! figures in apothecary jars, and building blocks in cookie canisters are unique options that add a “wow” factor to the room and provide an engaging nudge toward play.

As the industry continually rethinks the definition of “play,” purposefully considering the intersection of toys, art, and home decor is a trend worth exploring as families look to enjoy traditional rooms and fun toys in a sophisticated yet whimsical way. Let’s transform living spaces into vibrant, imaginative havens where every toy becomes a cherished piece of the home’s narrative.  As a Contributing Editor at The Toy Book and with a diverse background in law and economics, Charlene Deloach has appeared in more than 100 TV segments.

With this unique blend of experience and a passion for interior design, she has honed expertise in seamlessly integrating toys into living spaces. Through “The Playful Playroom” Charlene teaches parents how to create functional and aesthetically pleasing environments. Charlene is eager to collaborate via Total Toy Creative to help toy companies consider visual toy decor functionality for the future of toys as decorative elements and functional playthings.

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Source: Hasbro

LICENSED GAMES HASBRO Monopoly: Disney Stitch Edition | Ages: 8+ | MSRP: $24.99 In this edition of Monopoly, properties are replaced by Stitch’s favorite activities, such as Hula Show and Chillax, and beach rentals. Each player chooses a unique Stitch token, then they move around the board, trying to claim as many activities and beach rentals as possible. They can draw 626 and Ohana cards for game-changing actions on the way to victory.

MATTEL UNO Fandom Harry Potter Hogwarts House Game Decks | Ages: 7+ | MSRP: $12 Potterheads can choose specialized UNO decks based on the four Hogwarts Houses: Gryffindor, Hufflepuff, Ravenclaw, and Slytherin. Each deck features special Wizarding World rules, the house crests and colors, and premium-quality cards, including a foil card.

THE OP | USAOPOLY

SUPER IMPULSE World’s Smallest Trivial Pursuit Ages: 8+ | MSRP: $9.99 This teeny, tiny game will challenge big brains. This bite-size version of the classic Trivial Pursuit fits in the palm of a hand but features all of the elements of the classic version, including 120 trivia cards, a die, and the iconic wedge holders and wedge pieces. There’s even a magnifying glass to help players read the trivia questions.

Loteria: Disney Encanto | Ages: 4+ | MSRP: $19.99 We don’t talk about Bruno, but we can definitely talk about this Encanto game. Join Mirabel and the rest of the Madrigals in this English-Spanish version of bingo, in which players create rows or patterns out of matching images on their tablas to win. Great for intergenerational play, the game features places, items, and more from Disney’s Encanto.

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LICENSED GAMES TOMY TOMY Games Pop Up Bluey Ages: 4+ | MSRP: $17.99 Join everyone’s favorite heeler pup in this new version of TOMY’s classic Pop Up Pirate game: Pop Up Bluey. Each player takes turns sliding their crocodile sticks into the barrel. If nothing happens, they’re safe, but choose the wrong slot and — POP! Bluey bounces out of her barrel and that player is out.

THEORY11 Teenage Mutant Ninja Turtles Playing Cards Ages: 8+ MSRP: $12.95 Players can add a mutant’s touch to their favorite card games with this deck of TMNTthemed cards! This set includes green, red, and silver foil on black cards, creating an epic look for a pizza-fueled game.

FANTASY FLIGHT GAMES Star Wars: Unlimited — Spark of Rebellion Two-Player Starter | Ages: 12+ | MSRP: $34.99 In this easy-to-learn trading card game, players face off in head-to-head battles full of Star Wars characters.

The starter set includes two fully built, ready-to-play decks for two players to dive in and learn the game. Players will shield their allies as Luke Skywalker, or go on the offensive as Darth Vader.

ULTRA PRO Pokémon Trainer Guess Unova Edition Ages: 6+ | MSRP: $24.99 | Available: July 2024 This Pokémon-themed guessing game challenges kids to think of a Pokémon and answer questions to help the Poké Ball guess the pocket monster in question. This version celebrates Pokémon from the Unova region and features 156 different Pokémon. It also includes a trainer field guide.

UNIVERSITY GAMES Pete the Cat Bedtime Blues Game | Ages: 3+ | MSRP: $19.99 | Available: June 2024 Pete the Cat Bedtime Blues Game is a preschool game that challenges kids to think imaginatively and put their coordination to the test. Players earn tokens as they act out bedtime activities while placing their Pete the Cat pawns onto the pop-up bed — but with one wrong move, the kittens will jump out of the bed.

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WIT STORIES

A LOVE LETTER TO LICENSING Reflections on Creative Collaboration

by MICHÈLE MARTELL, Founder, Martell Media House PLLC

I

fell in love with licensing from the moment that Jim Henson Co. licensing mavens Isabel Miller, Betts Fitzgerald, and Jane Leventhal took me on my first store check and shared their passion for products that empowered people to share their love for the Muppets. During robust and fallow entertainment years, I got a front-row seat on how to fuel fans through innovative and strategic consumer products campaigns authentically.

For a licensing program to make an impact, the original product or experience has to have “it” — that truthful spark of resonance, whether play pattern, story archetype, or emotion — that lures people in. That spark is then nurtured through inbound and outbound licensing partners that match the resonance, who see the fans, and who are willing to expand the ways their IP can be translated into new experiences.

Licensing is part of an ecosystem — a deeply interconnected web of entertainment and media, sports, music, fashion, toys and games, books, consumer products, video games, and beyond. This ecosystem thrives at the

Source: Mighty Coconut

edge of innovation. New product types mean new, unexplored areas for collaborations. It operates globally and locally and is increasingly representative of human diversity.

As an entertainment attorney, I like to freely disseminate information about important legal basics — copyright and trademark 101 concepts, important contractual provisions, and the like. One of the main points I convey is about IP and the power of licensing. IP is how you create generational wealth, and licensing is the art and science of supporting, amplifying, and protecting your IP. Good licensing arrangements enhance both parties’ brand reputations and revenue while supporting and growing a fanbase. Great ones have a transformative power for licensors, licensees, and fandoms alike. For example, Walkabout Mini Golf: Meow Wolf garnered its creators awards for Most Outstanding Immersive VR Experience along with praise for an upcoming Walkabout Mini Golf course based on Aardman Animation’s Wallace & Gromit.

Maneuvering through this licensing dance and negotiating the resulting agreements can seem daunting, which is why Women in Toys, Licensing & Entertainment is bringing its Empowerment Day to Licensing Expo this year. Filled with practical advice and meetings with potential partners, Empowerment Day embodies the best of the industry with accessible networks of people, eager to help.

Fellow licensing attorney (and Toy Book contributor) Stephanie Pottick and I will kick off WiT Empowerment Day at Licensing Expo with a fast-paced real-world look at Licensing In & Out: Key Legal Insights. Many creators,

The updated version of Know Your Hairitage: Zara's Wash Day hits retail on Sept. 4, 2024. | Source: RP Kids

inventors, authors, and entrepreneurs confess they know very little about licensing, and our overview will help ground you in the practical realities and legal concepts.

I evangelize for the licensing business and Women in Toys, Licensing & Entertainment every chance I get, and recently started a new WiT chapter in Austin, Texas. There is room for everyone in this business — whatever your passions and skills are or wherever your starting point is. Come on in and say hi!

We all do better when we all do better.

Thanks — I love you. 

Michèle Martell is an entertainment and intellectual property attorney and entrepreneur who has provided business guidance and legal insight to major brands including The Muppets, WWE, Sony, Crayola, Hasbro, Samsung, and Mighty Coconut, makers of Walkabout Mini Golf. Michèle started her business and legal consultancy, Martell Media House PLLC, in Austin in 2014, where she helps creators, entrepreneurs, artists, and visionaries launch, build, and protect their businesses with insightful, practical, and well-informed legal guidance.

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ASTRA’S INSIGHTS

IT’S ALL ABOUT BALANCE Specialty toy retailers embrace licensed products to give their customers more of what they want.

by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)

W

hat makes a store relevant to the families it serves? In the toy world, kids are the ones whose eyes light up when they receive a gift or enter a toy store holding the hand of a parent, grandparent, aunt, uncle, or good friend. But what exactly is it that sparks that moment of pure joy? Is it finding products that are new, of great quality, and have high play value? Yes, those are important factors, and likely the most important ones to the person purchasing the toy — but what exactly is it that catches the eye of the child in an instant?

Kids often ask for the toys they see advertisements for, but more often than not, they are looking for their favorite characters they see on screen — whether from traditional TV shows and movies, or their favorite YouTube personalities. And here’s where licensed toys come into play.

For years, many specialty stores avoided selling licensed products often due to the higher costs associated with these items thanks to licensing fees — but not stocking these key items means potential customers will turn to mass merchants to find them, instead.

Things have changed in recent years as our specialty toy stores realize the importance of a varied product mix that includes licensed items based on customer demand. After all, why send them elsewhere to spend their money?

Here’s what a few ASTRA members have to say about the importance of stocking licensed products in ways that make sense for neighborhood toy stores: Stephanie Sala, Owner, 5 Little Monkeys, California “We used to be strict about not carrying licensed products, but now see Star

Wars, Disney, Marvel, DC, and Sesame Street as classics. When customers come in ready to spend their money in my store, why am I sending them away?

They are willing to pay a little more because they want to support their local neighborhood toy store that donates to their school and they can have it giftwrapped for free. Once the customer pays for wrapping paper or a gift bag at a big box store, they’ve actually saved money by buying it from us!”

Steve Aarons, Founder, Child’s Play Toys and Books, Virginia/Washington D.C. “We have carried licensed products for more than 30 years. I feel it is imperative for a proper product mix. It is also a way to tell your customers that they do not need to go shopping elsewhere. I have always felt it was essential to pick and choose from specialty and mass products.

On many licensed products, you may have to cut your margin some as you do not want to seem like your prices are too high — I like to use the phrase ‘pigs get fat, hogs get slaughtered.’ Your turns will usually be higher on these products and the most important thing to focus on is profit per linear foot.”

Tom Kelly, Senior Vice President U.S. Sales, Spin Master “In addition to characters from our premium plush brand, GUND, iconic characters from PAW Patrol, Gabby’s Dollhouse, Hello Kitty, and Pusheen continue to perform well. There is strong, built-in demand for these characters, and with specialty retailers being a key destination they do not want to miss out on the opportunity to capture the sale.”

Dog Man makes an appearance at Child’s Play Toys and Books to celebrate a new book release.

Source: Child’s Play Toys and Books

From my perspective as a grandparent, I see my two granddaughters, ages 7 and 4, obsessed with anything Barbie and PAW Patrol, respectively. While I certainly buy other things for them that are not licensed that they also love, at the end of the day, I need to be the “cool grandma.”

Luckily, for their Christmas and birthday presents, I have found licensed products featuring their favorite characters at my local neighborhood toy store, and have spent a good amount of money to support them. At the retail level, remember to do what you do best. Get them in the door, have what they want, and “wow” them with unmatched customer service so they keep coming back!  Sue Warfield, President of the American Specialty Toy Retailing Association (ASTRA), has more than 30 years of experience working in the toy industry, including owning a retail store, being a sales representative, and working alongside her husband at a manufacturing business.

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TOY ASSOCIATION PERSPECTIVES

ANIME MANIA

How a Niche Interest Boomed into a Pop Culture Phenomenon

by MADDIE MICHALIK, Assistant Manager of Content and Digital Communications, The Toy Association

T

he rise of anime is like the greatest love story ever told, in which every element — from a passionate, engaged fanbase to cross-cultural appeal and widespread accessibility — fell into place at the perfect moment.

Once relegated to the sidelines of geek culture, anime has emerged as the unlikely hero of mainstream entertainment thanks to increased accessibility via streaming services. This availability coincided with the COVID-19 era, during which extra time at home led many families to discover anime as they sought to immerse themselves in different worlds.

Add to that an extremely active fanbase of kids, teens, and adults that engages with the anime community through conventions, online forums, social media, fan art, and cosplay, and you’ve got a cultural ripple effect.

“You’ve probably heard of iconic characters like Pikachu, Goku, and Sailor Moon — but those are only the tip of the iceberg,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “With the surge in popularity of anime franchises, toy manufacturers are leveraging these animated series to create a wide array of merchandise, from action figures and plush toys to collectibles and games.”

According to a survey of 1,000 U.S. parents completed last summer by Wakefield Research on behalf of The Toy Association, 1 in 4 parents reported they were likely to buy toys based on anime content. From a manufacturer’s perspective, Bandai — a global leader in anime-licensed products — had a 600% year-overyear increase in its Gashapon (vending machines) blind capsule business in 2023.

This year, the company is adding new collections to the line inspired by Chainsaw Man and Spy x Family.

EXG Pro’s One Piece Luffy Cable Guy | Source: EXG Pro

Jazwares joined forces with Crunchyroll for Total Anime, a new collection of toys, costumes, pet products, and other consumer products, that celebrates the streaming platform’s portfolio of top-tier anime series, which includes Attack on Titan, Chainsaw Man, Jujutsu Kaisen, My Hero Academia, and Spy x Family.

Fans of Spy x Family can also collect YuMe Toys’ new limited-edition DZNR Plush or TOMY’s Club Mocchi- Mocchi- Suya Suya (Japanese for “peacefully sleeping friend”) soft plush, each based on characters from the franchise.

“The sheer diversity and depth of anime content also plays a crucial role in its mainstream appeal,” Appell continues. “Anime covers a broad spectrum of genres, including action, adventure, romance, science fiction, fantasy, and horror — there is something for everyone.”

This abundance of material not only contributes to the popularity of these properties but also makes them unique to translate into products. Naruto and One Piece serve as prime examples of entry-level anime, boasting extensive episode counts that provide ample con-

tent for fans to delve into. Additionally, the vast universe of One Piece made it particularly suited for adaptation into a live-action series on Netflix, which debuted last August, further expanding its reach and appeal to an even broader audience. Based on consumer response to the series, EXG Pro scored the One Piece license to introduce the Luffy Cable Guy, a stylized figural stand for a phone or gaming controller.

Throughout this year and beyond, expect to see more crossover partnerships as toymakers leverage the distinct, beloved stories and aesthetics of anime to create toys and collectibles that resonate with hardcore and casual fans alike.  With a decade of experience in the toy industry, Maddie Michalik is a trusted expert and go-to source for the latest product trends and news related to toys, games, and kids’ entertainment. As part of The Toy Association’s marketing communications team, Michalik reports on the latest toy industry news and happenings.

THE LICENSING & ENTERTAINMENT ISSUE 95

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Everyone has a favorite brand — and in 2024, you’re likely to see yours pop up in previously unlikely places. Whether it’s on doughnuts and TV screens or in pet shops and theme parks, it seems like the characters and brands we know are everywhere. Test your knowledge of some of the brands and partnerships we know and love in this month’s Pop Quiz.

6. LEGO INTRODUCED ITS FIRST MOVIEAND TV-BASED LICENSES IN 1999. WHAT WERE THE TWO THEMES OF THE SETS THAT YEAR?

1. FUNKO AND DUNKIN’ TEAMED UP WITH SOME BIG WINNERS THAT STARRED IN A NOW ICONIC SUPER BOWL LVIII COMMERCIAL. WHO ARE THE DUNKINGS?

7. WHAT WAS THE NO. 1 LICENSING BUSINESS IN THE WORLD IN 2023?

Source: Warner Bros.

2. THE LATEST LITTLEST PET SHOP RELAUNCH IS A COLLABORATION BETWEEN WHICH TWO COMPANIES? A. SCHLEICH

4. WE ARE ALL FAMILIAR WITH THE BLOCKBUSTER BARBIE: THE MOVIE FROM LAST SUMMER, BUT WHAT WAS THE FIRST MOVIE BASED ON A TOY?

B. HASBRO

A. RAGGEDY ANN AND ANDY: A MUSICAL ADVENTURE

C. MATTEL

B. TOY STORY

D. JAZWARES

C. THE CARE BEARS MOVIE

E. BASIC FUN!

D. TRANSFORMERS

8. LAST YEAR MATTEL AND HASBRO CO-BRANDED SOME OF THEIR ICONIC BRANDS TO CREATE NEW LICENSING AGREEMENTS. NAME ONE OF THE THREE MAJOR COLLABORATIONS.

9. BARBIE TURNS 65 THIS YEAR. WHICH OF THESE BRANDS IS OLDER? A. G.I. JOE

3. STRANGER THINGS HAVE HAPPENED: WHICH TOY COMPANY RECENTLY TEAMED UP WITH NETFLIX TO LAUNCH A SQUISHY STRANGER THINGSINSPIRED COLLABORATION?

5. BBC STUDIOS PARTNERED WITH LONDON-BASED MEAL KIT COMPANY GOUSTO TO LAUNCH AN ADVENTUROUS RANGE OF FAMILY RECIPES BASED ON WHAT PRESCHOOL FRANCHISE?

B. BEYBLADE C. BATMAN D. HELLO KITTY

Answers: 1. Ben Affleck, Tom Brady, and Matt Damon 2. B. Hasbro & E. Basic Fun! 3. Jazwares launched Squishmallows x Stranger Things 4. A. Raggedy Ann and Andy: A Musical Adventure 5. Bluey 6. Star Wars and Winnie the Pooh 7. The Walt Disney Co. 8. Barbie x Monopoly; Transformers x UNO; Transformers x Hot Wheels 9. D. Batman (turns 85 this year!)

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COMPLIANCE & REGULATIONS

From The Toy Book Archives: 1987 CHUCK NORRIS KARATE KOMMANDOS (KENNER PRODUCTS) This line of entertainment-inspired action figures and accessories includes Chuck Norris Round-house Kick, Kimo Flying Side Kick, Night Fighter Sidearm Thrust, and Tank Sherman Overhead Power Smash.

DISNEY BABIES CRAWL-AROUND (SHELCORE)

A soft, roly-poly bounce-back bopper, this vivid Disney Babies Crawl-Around features a peek-in window and a jingling ball.

PLAYBOY: THE GAME OF ELEGANT LIFESTYLES (VICTORY GAMES)

This new adult-geared board game from Victory Games prompts players to acquire luxury items while trying to establish a special romantic relationship.

NERDS COSTUME (COLLEGEVILLE) Featuring the fruity, sugary mascot for the candy brand Nerds, this Nerds costume includes a mask and a sweatshirt bearing the slogan “I love my Nerds.”

KING KONG BOP BAG (IMPERIAL TOY)

The King of the Apes stands 48 inches tall on this bop bag made of heavy-duty vinyl. The colorful graphic displays King Kong at his most fierce.

LADY LOVELYLOCKS SILKYMANE THE HORSE (MATTEL) Created under license from Those Characters from Cleveland, Mattel is manufacturing a line of Lady Lovelylocks products, including Silkymane the horse.

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