Hot Properties
Sonic The Hedgehog Brand owner: Sega
Ben 10
Brand owner: Cartoon Network Ben 10 is Cartoon Network’s global franchise that has generated more than $4.5bn in global retail sales. In October 2016, a new Ben 10 animated series that re-introduces 10-year-old Ben Tennyson to a new generation of fans hit TV screens across EMEA and APAC. The refreshed series of 40 x 11 minute episodes has already drawn in strong ratings. The premiere episode slotted as the number one show of the day in the UK and South Africa, and number one in its time slot in Poland and the UAE for boys 4-9. Cartoon Network is currently gearing up to launch the show in North America and LATAM in 2017, in addition to the free-to-air roll-out across multiple markets. Introducing new aliens and villains, the new series sees Ben discover an out-of-this-world alien-morphing watch – the Omnitrix. The EMEA consumer products programme for the new series will kick off this autumn, and products will primarily target boys aged 4-8. Toys will anchor the new licensing programme and Playmates is on board as the global master toy partner, with Flair appointed as pan-European and UK distribution partner. The new toy range will feature playsets, action figures, role-play and a new Omnitrix. Cartoon Network will be supporting the launch with a raft of immersive retail activations and high-profile marketing activity. Closely following the toy launch will be a roll-out of additional key categories including apparel, publishing and homewares. Live events and immersive fan experiences are also a priority for Cartoon Network; Ben 10 now has a strong presence in IMG Worlds of Adventure. Within the dedicated Cartoon Network zone is a Ben 10 5D multisensory theatre experience and the world’s biggest Ben 10 retail store. Cartoon Network is currently working on ways to further make its mark in this category. The company is also ensuring that Ben 10 is developed to the highest degree and across every platform. Alongside dedicated content that parallels the TV show for YouTube and other web platforms, there is a slate of new apps, games and short form content in the pipeline too.
The Sonic the Hedgehog licensing programme continues to grow with dedicated licensing campaigns targeting both kids and young adults. It’s been a big year for the property, with the announcement of season 2 of the hit kids’ animation series, Sonic Boom, and also the news of the upcoming live action CG hybrid Sonic movie. Sonic the Hedgehog has been celebrating its 25th anniversary throughout 2016, culminating most recently with the launch of a record-breaking fine art collection with Washington Green. The art collection features 25 pieces of art to celebrate 25 years of Sonic, with limited edition prints accompanied by certificates of authenticity, which have been hand-signed by founding member of the Sonic team, Naoto Oshima. November saw the launch of the Sonic Lego Dimensions pack which was the fastest pre-ordered and fastest selling pack of any IP across all Toy To Life categories. This sets the tone for the new slate of multiplatform games planned from 2017, kicking off with Sonic Mania in the spring, followed by Sonic Project 2017 in winter 2017. With a solid roadmap of games for the next few years, this is just the beginning. Apparel partner BWI has also recently come on board, and has already confirmed placements with Urban Outfitters, Primark, Pennys and Game Stop.
The Angry Birds Brand owner: Rovio
The Angry Birds Hatchlings first turned heads in late 2015, when their attempt at Deck the Halls spread like wildfire online during the Christmas period, quickly becoming the single most shared content in the Angry Birds history. A few more viral shorts and a blockbuster Angry Birds Movie later, these little chicks have now become Rovio’s latest breakout characters, with a full range of consumer products, a mobile game in the works and, in February, their very own animated series on Rovio’s ToonsTV platform. On the consumer products front, the Hatchlings’ core target group is girls aged 5-10, with key categories in toys, apparel, back-to-school and accessories. However, the characters also resonate strongly with mums, and Rovio is also seeing interest in the kidult space, especially in Asia. Major global licensees include Spin Master and Commonwealth, while in China Rovio’s strategic partnership with online retailer Alibaba is bringing a wide range of products tailored for the massive market. While the Hatchlings are growing the Angry Birds brand beyond its traditional appeal to young boys, 2017 won’t be entirely cute and cuddly. Vehicles – particularly the crazy, improvised and rickety contraptions favoured by the birds’ arch enemies – are another key focus area for Rovio’s hard lines business this year. In autumn, fans can look out for an Amazing Egg Race.
Thunderbirds Are Go Brand owner: ITV Studios Global Entertainment
Thunderbirds Are Go continues to gain traction and is successfully engaging a new generation of fans with its storytelling and top-class production. ITVS GE is making significant strides in strengthening Thunderbirds Are Go’s international presence, and has now sold the show into over 40 markets across Europe, Japan, America, Australasia and the Middle East. Season two debuted in the UK during Q4 2016, with a third season of 26 episodes slated for release this year. ITVS GE is gearing up to launch merchandise programmes in several markets including France, Benelux and the Nordics this Q4. The global licensing programme for Thunderbirds Are Go is benefitting from the expanding line-up of broadcasters, with over 85 top-class licensees now signed up across all key categories.
Toy World 74
TOY