royaltie$, february 2011

FeBruarY

2011Volume 6, No. 1

Features18 Wearing Brands on Your sleeve

by Paul Narula

22 pet Licensing: Opportunities

exist for pack-Leading Brandsby Chris Adams

26 sew Creative: Hankie Couture

Offers a timeless messageby Nancy Lombardi

28 results from Q4 2010 Offer

silver Lining, Hope for Licensorsby Chris Adams

29 Film previewby Chris Adams

30 toy Fair 2011compiled by Laurie Leahey and Paul Narula

Departments4 Observations & Opinions

6 The Ticker

12 Mavericks in the Market: Maureen Taxter

14 Royaltie$ Marketplace: Rio

16 Industry Outlook: IMC Licensing

40 You’re Hired!

41 Calendar of Events

43 Endcap

On this Page (frOm the tOP): D-Signed takes the fashion

of characters from Disney Channel shows such as Sonny

with a Chance and brings the outfits to store shelves;

Success Apparel has signed on as apparel licensee for

Pinkalicious, which is managed by The Joester Loria

Group; Pocoyo SwiggleWheels by Bandai; Fisher-Price

Big Action Load ’n Go by Moose Mountain; and

Mattel’s Green Lantern Colossal Cannon.

On the COver: The dog rests on the Animal Planet Large Bed,

by licensee MerchSouce. The Joester Loria Group represents

Animal Planet for licensing.

Cover By DeSiGn eDGe

ROYALTIE$

FEBRUARY 20114

The first eight weeks of each New

Year usually spells t-r-a-v-e-l

for our industry. Busy licensing

executives are scattered worldwide. It

begins with Hong Kong for both the

Hong Kong International Licensing

Show and Hong Kong Toys & Games

Fair. Then the party moves on to New

York City for Toy Fair and Las Vegas for

MAGIC. Throw in the KidScreen Sum-

mit as a chaser and you have now run

the gauntlet of trade shows for the Janu-

ary/February time period.

This is a busy time too for us at aNb

Media. We continue to grow as a com-

pany, which encompasses much more

than just our trade publications. Our

business-to-business website, www.anb-

media.com, brings you the best and most

timely information on the toy and licens-

ing industries with twice-weekly news

blasts to subscribers.

Our consumer site, www.Timeto-

PlayMag.com, gained huge momentum

over the holidays and further solidified

itself as the go-to site for consumer re-

search regarding toys and play. Team

members from Time to Play were used

as experts on national TV throughout the

selling season.

New to our repertoire is our web TV

channel, www.TimetoPlay.tv, which cur-

rently features three shows.

Our Time to Play media events for the

toy industry in spring and fall are just

about at capacity. They have been so suc-

cessful that aNb Media is pleased to an-

nounce our first ROYALTIe$ BRANd

SHOWCASe event, slated for July 26,

2011, at the Altman Building in New

York City. The event will feature the lat-

est consumer products from the hottest,

most recognized, and newest brands in

the business. Product categories such as

apparel, domestics, gifts, food, electron-

ics, stationery, and more will be well rep-

resented in this Q4 preview.

The ROYALTIe$ BRANd SHOWCASe is

an opportunity for licensors to put their

best brands forward in a new and mean-

ingful way. We anticipate the business

press, traditional national consumer

media outlets, and social media to partic-

ipate and “shop” for products to feature

in upcoming gift guides and fourth quar-

ter holiday editorial.

From apparel and domestics to food,

electronics, and stationery—and every

category in-between—reporters and blog-

gers will have the opportunity to preview

some of the hottest branded gifts for hol-

iday 2011—all under one roof.

The ROYALTIe$ BRANd SHOWCASe will

let the brands be the star and will help you

to secure widespread media coverage of

the products that are available to your

consumers/your brand’s community this

holiday season.

aNb Media Updates for 2011

by Andy Krinner PUBLISHER ANDY [email protected]

ASSOCIATE PUBLISHER BOB [email protected]

ADVERTISING MANAGER DONNA [email protected]

CONTROLLER MARY [email protected]

EDITOR IN CHIEF JIM [email protected]

EDITORIAL DIRECTOR NANCY [email protected]

MANAGING EDITOR CHRIS [email protected]

EDITOR AT LARGE CHRISTOPHER [email protected]

ASSISTANT EDITOR LAURIE [email protected]

ASSISTANT EDITOR PAUL [email protected]

WEB MASTER ERIK [email protected]

WEB CONTENT MANAGER BRENDAN [email protected]

CONTRIBUTORS STEPHEN REILY; MATT NUCCIO, [email protected]

PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCH

LITZKY PUBLIC RELATIONS, 320 SINATRA DR., HOBOKEN, N.J. 07030(201) 222–9118 EXT. 13 • [email protected]

INTERESTED IN A SUBSCRIPTION?CONTACT [email protected]

ANB MEDIA, INC.229 WEST 28TH STREET, SUITE 401, NEW YORK, NY 10001PHONE: (646) 763–8710 • FAX: (646) 763–8727

Royaltie$ is published six times per year by aNb Media. Copyright 2011 aNb

Media. All rights reserved. No part of this publication may be reproduced or

transmitted in any form, or by any means, electronic or mechanical, including

photocopy, recording, or any information storage and retrieval system,

without written permission from the publisher. Printed in the U.S.A. Royaltie$

is a registered trademark of aNb Media. Opinions and comments expressed in

this publication by editors, contributing writers, or solicited or unsolicited

documents are not necessarily those of Royaltie$ management.

www.aNbMedia.com

ROYALTIE$

FEBRUARY 20116

Royaltie$ Launches Media event

anb Media (that’s us!) announces its first Royaltie$ Brand showcase media event, slated for July 26, 2011, at the Altman Building in new

york city. the Q4 preview event will feature the latest consumer products in categories such as apparel, domestics, gifts, food, electronics,

stationery, and much more. the media representation will focus on social media, online

media, and long-lead publications. However, traditional press is also expected.

anb Media has now produced four hugely successful product showcases over the

past three years in new york city under the timetoplayMag.com banner. the sold-out

events were attended by the leading members of traditional media as well as key influ-

encers in the social media sphere, arguably today’s most influential source of information for moms.

each exhibitor will receive a seven-foot-by-seven-foot footprint, which will allow for enhanced product displays and demonstrations.

due to the floor plan, space will be limited. this is a turn-key event with no hidden costs. there is minimum set-up and tear-down.

participants find our showcase events to be an extremely efficient and cost-effective strategy for meeting with media before the start of the

all-important Q4 selling season.

If you would like more information and pricing, please contact one of the following: Andy Krinner: [email protected]; Jim silver:

[email protected]; Bob Glaser: [email protected]; or donna Moore: [email protected].

nancy BaiLey and assoc. Merges with BeanstaLk

omnicom Group, Inc.’s, diversified Agency services (dAs) has acquired Atlanta-based nancy

Bailey and Associates, Inc. the agency, which was founded by nancy Bailey in

1982, will become a division of dAs’s Beanstalk. nancy Bailey has been named

a vice-chairman of Beanstalk and will report directly to Beanstalk’s president and

ceo Michael stone.

the new relationship allows Beanstalk and nancy Bailey & Associates to combine

their expertise and relationships to better serve both agencies’ fortune 100 clients including the

procter & Gamble company. currently, both Beanstalk and nancy Bailey & Associates represent

a number of p&G brands. the new combined entity will consolidate the agency p&G representation into one fully integrated global team

across the u.s., europe, and Asia.

MatteL appoints stockton as coo, announces FriedMan’s retireMent

Mattel announced the appointment of Bryan stockton, previously Mattel’s president of international, to

the new position of coo, effective immediately. this action further aligns Mattel’s senior leadership

team with the company’s global strategic initiative to be the largest, most profitable, and fastest-

growing toy company. stockton will report to Robert A. eckert, chairman and ceo of Mattel, as will

Mattel’s finance, legal, and human resources functions.

As coo, stockton will have responsibility for day-to-day operations of the company, which

include overseeing the design, development, marketing, and sale of all Mattel toy brands globally, as

well as licensed entertainment properties; the Mattel digital network; and other operating functions

A RecAp of IndustRy HeAdlInes

for More news, Visit www.anbMedia.com • sign up to Receive fRee Weekly news Blasts

including operations and corporate responsibility. Stockton joined Mattel in November 2000 as executive vice-president of business

planning and development.

The company also announced that Neil Friedman, president of Mattel Brands, will be leaving the company in March 2011. “I would like

to thank Neil for his many years of service to Mattel and in particular for his contributions to the company’s strong performance in recent

years,” said Eckert in a statement. “Neil has been recognized by the toy industry in many ways over the years, including inductions into both

the Toy Industry and the Licensing halls of fame. Neil has spent more than 35 years ensuring play is magical for children, building strong

relationships in business, and paving the way for the next generation of Mattel leadership.”

LEGO IntrOducEs nInjaGOLEGO Systems, Inc., announced Ninjago, its newest original property that the company says

combines the best of LEGO construction play, action-based competitive play, and virtual gam-

ing, all centered on a story inspired by martial arts lore, written by Hollywood heavyweights,

Dan and Kevin Hageman.

Ninjago delivers a story-driven universe where traditional LEGO building sets are a backdrop

for an innovative buildable spinner that puts LEGO minifigures at the center of a new social com-

petitive game concept. The property reinforces character and story while also engaging children

who are more drawn to social action play than to construction. Virtual gaming at ninjago.com, in

a new content zone of LEGO Universe, and through a Nintendo DS game furthers engagement and

unlocks information and skills that further the physical play.

An extensive product line will be available from LEGO. In addition, a licensing program is

currently in development.

squInkIEs tO BE dEvELOpEd IntOvIdEO GamEBlip Toys, the company behind Squinkies collectible figures, has granted Activision Publishing,

Inc., the exclusive worldwide rights to develop, manufacture, and distribute video games based on

the Squinkies brand and characters. The agreement covers entertainment software products across

multiple platforms such as handheld, console, and connected platforms, as well as PC and mobile

devices. The new Squinkies video games are expected to debut this year, with the first Nintendo DS

title for girls releasing in April.

davId tutEra dIY WEddInG LInE On thEWaYCelebrity wedding planner and entertaining expert, David Tutera has teamed up with Jo-Ann

Fabric and Craft Stores to create Down the Aisle in Style, a new line of wedding accessories and

embellishments for the stylish bride. With a touch of imagination and these accessories and embell-

ishments, brides can create lavish wedding attire, décor, and favors. In addition, each product will

lend David’s expertise and provide helpful “Tutera Tips” to assist brides with creative ideas straight

from the wedding planner himself.

ROYALTIE$

FEBRUARY 2011 7Pearl Finish Paper Cones are part of the

David Tutera Bridal Collection

ROYALTIE$

FEBRUARY 201112

For most people, the start of their career

is where they work with small compa-

nies or brands, working their way up to

something greater. For Maureen Taxter, senior

vice-president of consumer products at

Ludorum, starting small wasn’t a possibility.

Taxter got her start in licensing at The Jim

Henson Company in 1982, working on teams

that put together consumer products programs

for the Muppets, Muppet Babies, and Fraggle

rock. “I was extremely fortunate,” says

Taxter. “Few people get the chance to

work on such major brands so early in

their career.” From there, Taxter went on

to work for nickelodeon as part of the

team that brought the Blue’s Clues licens-

ing program into the market, followed by

programs for the Dora the explorer and

SpongeBob SquarePants brands.

While she was no stranger to big compa-

nies or big name brands, what brought

Taxter to Ludorum in September 2009 was

opportunity. “For me, Ludorum represented

a unique opportunity and a unique company,”

says Taxter. The company has a wealth of expe-

rience at the helm, being founded by the former

CeO (rob Lawes) and COO (Charlie

Caminada) of HIT entertainment prior to its

takeover in 2005, as well as Dick rothkopf, co-

founder and former CeO of The Learning

Curve toy company. Despite those weighty cre-

dentials, the company is still what Taxter

describes as a “boutique IP company” that is

capable of reacting quickly to changing market

conditions to meet a client’s needs. The combi-

nation of strong experienced leadership with

nimble entrepreneurial business practices

appealed to Taxter and when Ludorum wanted

to expand its operations in the u.S., she took the

chance to get on board. “This was a chance for

me to use the entirety of my consumer products

knowledge to get something started, to actually

create something from scratch,” says Taxter.

right now, Ludorum’s main project in the

u.S. is the Chuggington brand, based on the

CGI-animated Chuggington television series.

Taxter has been working to bring the brand

into the american consumer’s everyday life.

“The most important thing you can do to

build a brand is to make sure you’ve estab-

lished an extremely strong foundation for

your brand to grow and build on,” says

Taxter. Securing a place for Chuggington on

the Playhouse Disney network has allowed

the show to reach a large number of viewers.

Ludorum has also partnered with Learning

Curve for Chuggington Toys, while

Scholastic and anchor Bay will be handling

publishing and DVD releases respectively.

“We’ve worked very hard to develop licens-

ing relationships with companies that we

know can create truly high-quality product

and bring the property to life in all of the dif-

ferent categories we’ve established consumer

products programs in,” says Taxter.

as 2011 continues, Taxter and

Ludorum will continue to expand and

push the Chuggington brand in the u.S.

“We’re really focusing on this property to

have a unique, long-term appeal for chil-

dren,” says Taxter. “Its appeal is universal

and timeless, but it also has a modern and

timely feel to it.” However, that certainly

does not rule out new properties hitting

the market. according to Taxter, Ludorum

is already looking at a number of develop-

ing properties that they believe will have

the same organic appeal of the Chuggington

brand. regardless of what brands Taxter

works on for Ludorum, she believes that

there is one absolute that can help build any

brand into a strong licensing program. “You

have to be absolutely true to your consumer

and your brand,” she says. “Take what’s spe-

cial, take what’s unique, and then bring it out

in the way that you know will speak to your

consumer. all you need to do after that is

make a great product.”

Maureen TaxTer

by Paul Narula

Maureen Taxter, Ludorum, New York, NY

Phone: (212) 972–7210Email: [email protected]

ROYALTIE$

FEBRUARY 201114

While an epic journey in the name

of love may not exactly be a new

plot for a movie, a nerdy agora-

phobic pet macaw is not the standard adven-

turing hero. But Blu, the protagonist of 20th

Century Fox and Blue Sky Studio’s upcom-

ing film Rio certainly won’t let that stand in

the way of his story.

Blu (Jesse Eisenberg) is a rare macaw

who is thought to be the last of his species

and is living in a bookstore in Minnesota.

When scientists discover a female macaw in

the wilds of South America (Anne Hathaway), they take Blu to her in an effort to save the

species. Even as Blu tries to overcome his neuroses and fears to win the heart of the female

macaw (named Jewel), the two are kidnapped by a thief who intends to sell them for an enor-

mous profit (Jake T. Austin). However, help comes to them in the form of animal friends, such

as the “professional” bulldog Luiz (Tracy Morgan), a wise Toucan named Rafael (George

Lopez), and even Blu’s owner, Linda (Leslie

Mann). The cast also includes Wanda Sykes,

Will.i.am, Jamie Fox, and Neil Patrick Harris.

Rio is directed by Carlos Saldanha, the director

of Fox’s earlier computer-animated film Ice Age.

The screenplay was written by Don Rhymer. Fox

has been advertising the film with trailers in a num-

ber of major releases. The first was shown in May

2010 and additional rounds of advertising and new

trailers debuted in December. The film is scheduled

for release on April 15. In anticipation of the movie’s

release, 20th Century Fox has put together a com-

prehensive licensing program for the Rio brand. Toy

Quest has signed on for action figures and other toys.

Awake and Jem will be producing apparel. Other li-

censees include Hallmark, HarperCollins, and THQ.

20th Century Fox’s

Fast Facts

° Blu, the movie’s protagonist,

was born and raised in

Minnesota, despite being a

macaw native to Brazil.

° The film will feature original

music by Grammy award-

winning hip hop artist Will.i.am

and Grammy award-winning

film composer John Powell.

° Sergio Mendes, a famous

Brazilian bossa nova musician,

will be providing original music

for the film, which marks the

first time since the 1960s that he

has composed music for a movie.

° This will be Tracy Morgan’s

second animated character, the

first being a character from the

MTV animated series Woof.

° Rio is Fox’s second film in the

2.35:1 CinemaScope aspect

ratio, allowing for a wider

display. The first was The

Simpsons Movie in 2007.

by Paul Narula

HallmarkHallmark will be releasing a line of cards featuring

the Rio characters for a number of holidays, as well as

children’s birthdays.

HarperCollinsHarperCollins is the pub-

lishing licensee for Rio. The

company will publish movie

books and puzzle books based

on the film.

THQTHQ will create a full

line of video games based

on Rio. The games will be

released for the Nintendo

Wii, DS, PlayStation 3, and

XBox 360.

Toy QuestToy Quest has created

a full line of figures

based on the characters

from Rio. Toys “R” Us

is the exclusive retailer

for the toy line.

JEM Sportswear & AwakeBoth JEM Sportswear and Awake will be producing high

quality T-shirts for the Rio brand. Both companies will create a

line of children’s and young adult’s T-shirts featuring characters

and imagery from the film.

ROYALTIE$

FEBRUARY 2011 15

JEM Sportswear Awake

ROYALTIE$

FEBRUARY 201116

Iam bullish on the long-term prospects for

licensing. There are so many iconic brands

that have yet to be licensed and so many

product categories where licens-

ing has yet to add value. There

are also so many new ways to

think about licensing and use the

tools it offers to generate great

new consumer products.

Licensing professionals are

often guilty of thinking about

licensing in the same ways, over and over. We

typically build strategic licensing plans around

the same concepts, including brand equities,

usage occasions, lifestyle affinities, and distri-

bution channels. But we rarely build licensing

programs around demographic groups.

Here I’m offering an additional way to think

about licensing, one that focuses on demograph-

ics to identify new consumer opportunities.

Licensing toward a targeted demographic

group is not new. Mary-Kate and Ashley

Olsen’s successful licensing program with

Walmart was built around their then-target

demographic of tween and teen girls.

Licensing toward certain demographic

groups should get more attention. Three impor-

tant demographics are women, Hispanics, and

baby boomers. These three groups are large,

growing quickly, and spending dollars in dis-

proportionate numbers.

Women

It may be strange to talk about half of our

population as a “demographic niche,” but lots

of research in the past decade has established a

“marketing to women” field that offers great

opportunities for licensing. For those who

want to learn more, some of the landmark

books in this space are Marketing to Women,

by Marti Barletta; What She’s Not Telling You,

by Mary Lou Quinlan; and Why She Buys, by

Bridget Brennan. There are also great newslet-

ters and conferences where you can learn more

about marketing to women.

Licensing to women means more than the

products that only women use. Marketing to

women is important because research shows that

women make purchasing decisions for as much

as 80 percent of all purchases in the home. If a

woman doesn’t love your product, it won’t make

its way into her house. However appealing to a

woman’s sensibility doesn’t mean ignoring men.

Look at Martha Stewart. Her media empire

speaks mostly to women, but a lot of men sleep

on her sheets and live happily in houses with

walls colored with her licensed paint.

Finally, licensing to women can also mean

making sure that your licensed products appeal to

women, too. Harley-Davidson and the NFL have

recently made breakthroughs (and seen great suc-

cess) from developing licensed products for

women, in colors and cuts that women will actu-

ally buy. Sometimes licensing to women can be

as easy as letting them know they aren’t ignored.

Where else should marketers look for licens-

ing opportunities that appeal to women?

Consider certain traits of the target:

• Women in the Workforce: Don’t forget

that they are business travelers and entrepre-

neurs, and not just moms. Also keep in mind

that becoming a mother doesn’t mean a woman

stops being a business traveler or entrepreneur.

• Women Are reAders: Consider licensing

some of the authors women love most.

• Women Are connectors And

entertAiners: Licensing food and beverages,

tableware, and holiday items appeals to a

woman’s sensibility.

• Women obsess over AppeArAnce:

Licensing needs to tackle fashion and beauty

products beyond perfume.

hisPanics

Almost 50 million strong, Hispanics make up

the largest racial minority in the U.S. and the

fastest-growing demographic. Statistics show that

1 out of 4 children born in the U.S. have Hispanic

parents. While they spend less per capita than

other demographic groups, the median age of

U.S. Hispanics is only 28, compared to 37 for the

population overall. Because Hispanics will make

up 30 percent of the U.S. population by 2050, if

you don’t figure out how to license to them you

could be missing out on as much as a third of all

consumer opportunities in the years ahead.

There are lots of resources to learn more

about the Hispanic marketplace, from the Pew

Hispanic Center, to MediaPost’s Engage:

Hispanics newsletter, to standard texts such as

Hispanic Marketing.

What has worked thus far in licensing for the

Hispanic market? Most notably, Hispanic stars

such as Daisy Fuentes (the first Latina model for

Revlon) and J.Lo have built giant businesses in

fragrance, cosmetics, clothes, and housewares.

Nickelodeon has sold billions of dollars of con-

sumer products that feature the best-known

Building a licensing Program around demograPhics

by Stephen Reily, IMC Licensing

Stephen Reily

Latina girl in the world, Dora the Explorer. And

Budweiser and Dr Pepper/Snapple Group have

launched a best-selling combination of beer and

Clamato juice that is popular in the Hispanic

community as a “chelada.”

With the possible exception of chelada, all of

these products obviously appeal to non-

Hispanics as well. Just as men can enjoy prod-

ucts licensed to women, lots of non-Hispanic

girls look up to J.Lo and Dora. But these

licensed properties have succeeded with

Hispanics especially well because they represent

them and speak to them directly. More brands

need to embrace and reap rewards from the

Hispanic consumer. Here are some of the con-

cepts and categories that should be targeted:

• Food: Hispanic households spend almost 50

percent more per week on groceries.

• Family-Focus: Consider products that will

appeal to Hispanic families and their children.

• Focus on speciFic countries oF origin:

The term “Hispanic” or “Latino” doesn’t mean

one thing to all immigrants. It doesn’t cover one

“place.” Consider foreign brands that appeal to

large subsegments within the community.

Mexico, El Salvador, Ecuador, Honduras,

Colombia, etc., are all separate countries each

with its own customs, cultures, and brands.

• sports and events: The U.S. market for

the world’s most popular sport (soccer) is

underdeveloped.

• growing middle class: The buying power

of Hispanics will continue to grow, and the licens-

ing industry needs to be thinking about the high-

er-priced products that Hispanic consumers will

be buying in greater numbers in the years ahead.

BaBy Boomers

Baby boomers are now aged 46–64, and

while the group of individuals born between

1946 and 1964 will not be growing (early

deaths will actually see the number decline), the

number of citizens passing age 50 and entering

a new lifestage will be growing dramatically

over the next 10 years.

It’s important to remember they are aging but

not old. The average boomer is still only 53 years

old. This means that they came of age more in the

1970s than in the 1960s. They make up the

majority of internet users. And they remain guid-

ed by the belief that they can reinvent the world.

One more thing: Don’t ever call them

boomers. While “baby boomer” remains a very

useful marketing term, I have never met a person

who identifies themselves in any meaningful way

as a “boomer.” Like most people, they think of

themselves, for example, as business people, or

triathletes, or grandparents, but not as boomers.

There are many resources for understanding

boomers including books such as Boomer

Consumer by Matt Thornhill and John Martin

and The Vibrant Nation: What Boomer Women

50+ Know, Think, Do, and Buy by me and Carol

Orsborn, Ph.D.

Where has licensing already succeeded with

boomers? General Mills is building a giant food

licensing success with Fiber One, a brand with

timely and functional appeal to boomers. And

while Jimmy Buffett appears to be loved by all

generations, he spoke first and most successful-

ly to the boomers who now buy his Landshark

Lager (a partnership with Anheuser-Busch),

tequila, frozen food, and clothing.

Where do other opportunities for licensing

to boomers lie?

• Boomers are aging But are not old:

They are not their parents. They love fashion

brands (such as Not Your Daughter’s Jeans) and

accessories that let them look as good as they feel.

• Financial services: Boomers have more

discretionary income than others, and will

inherit trillions of dollars over the next 20 years,

yet financial service firms have failed to win

their trust—especially that of the women.

• technology/consumer electronics:

Consumer electronics companies seem to think

that their products need to target either 20 year

olds or 80 year olds. However boomers could

make up the largest market for e-readers.

• travel: Boomers plan farther ahead and spend

more on travel than any other demographic. They

like their travel when it also offers wellness and

learning opportunities. Think about brands such

as universities and spas (even luxury brands) that

could add value to travel planning.

• spirituality and wellness: Boomers want

to explore the meaning of life, and make it last

longer. Deepak Chopra and Dr. Andrew Weil

have nailed these themes, but the opportunities

will continue to grow as boomers age.

The next time you are in a licensing strate-

gy session and people are using grids or con-

centric circles to show where a brand could

go, don’t forget to bring up demographic nich-

es and demographic trends. You might find

unexpected product categories where a large

and fast-growing group of consumers will be

glad you decided to license.

Stephen Reily is the CEO of IMC Licensing. He

has published articles in Brandweek and on

brandchannel.com, among others. He has been

a featured speaker at leading industry events. A

former corporate attorney, he graduated from

Yale, summa cum laude, and from Stanford Law

School, after which he clerked for Justice John

Paul Stevens of the U.S. Supreme Court. Reily is

also founder of vibrantnation.com, the leading

online community devoted to the demographic

of smart and successful women over 50.

ROYALTIE$

FEBRUARY 2011 17

As the saying goes, “the clothes make

the man.” With so much attention

paid to fashion, apparel has become a

major licensing platform for any brand. Even

with the fickle trends of the fashion world,

apparel can be a strong addition to a licensing

program and licensors are taking advantage of

this as consumers start returning to the stores.

What shOppers Want

Giving the consumers what they want is

the key to selling anything—and

licensed apparel is no exception.

“Consumers who buy licensed

clothing are looking for some-

thing that expresses how they

wish to be seen by the rest of

the world,” says Carole Postal,

president of CopCorp Licensing. But

what consumers want in the fashion

world can change at the drop of a hat.

Still, many licensors and licensees are

able to keep pace with the changing

desires of the market.

One of the major changes in the market this

past year has been the rise of branded clothing

that capitalizes on a brand’s reputation rather

than the blatant use of a logo or imagery.

Brands that have strong, established reputa-

tions are making headway with licensing pro-

grams, especially among the brand’s core con-

sumers. Outdoor brand Bushnell, represented

by MODA Licensing, has made a strong start

on a licensing program by appealing to its con-

sumers’ knowledge of the brand’s reliability

and toughness. “Bushnell consumers are

already aware of the brand, but this allows

them to bring their passion to the rest of their

life,” says Scott Todd, senior vice-president at

MODA Licensing.

That’s not to say that character-based

brands haven’t been successful, especially in

the children’s market. “The kids’ entertainment

apparel licensing business is strong, though it

changes constantly to reflect what’s hot in any

given season,”

says Debra Joester,

president of The Joester

Loria Group. Strong brands

based on entertainment properties, such as

Cars, Green Lantern, and more all continue to

find a place in the market as retailers turn to

trusted brands in the apparel category to boost

sales. Some companies have a slightly different

take on the typical character brand, especially

as consumers have started to look for more

than just character imagery or labeling. Disney

has established the D-Signed clothing line

(exclusive to Target) based on Sonny With a

Chance. Rather than use show or character

imagery, the line is based on what fashions

Sonny (played by Demi Lovato) wears during

the show. The different approach makes the

line more appealing to fashion-conscious

tweens—the target demographic.

One challenge to licensed apparel has been

private label lines and direct-to-retail lines.

Their rise in popularity has made it difficult

for licensed products to appeal to retailers

when cheaper options are available. “When

you consider the additional margin require-

ments in licensed product, it’s easy to see why

certain retailers rely more and more on direct-

to-retail and private label mer-

chandise,” says Liz Kalodner,

executive vice-president and

general manager of CBS

Consumer Products.

However, some licensors

have noted that with the ris-

ing costs of raw materials, this

trend is actually starting to

reverse itself as retailers find them-

selves having a hard time keeping pace with

the industry. “It’s hard to keep up with trends

and keep pricing down if you’re doing every-

thing yourself,” says MODA’s Todd. “We’re

slowly starting to gain back the space we lost

to the private label business.”

the Challenge

Of fashiOn

As we’ve seen thus far, licensing in the

apparel world has its own set of advantages

and disadvantages especially when compared

Wearing Brands On YOur sleeve

ROYALTIE$

FEBRUARY 201118

by Paul Narula

While licensed character apparel such as this T-shirt(below left) featuring Marvel’s Wolverine by JEM

Sportwear is still popular, non-character brands such as

Tour de France (below,represented by MODALicensing) have been

gaining ground.

with other licensing categories. For some licen-

sors, one of the greatest advantages is the short

production time of basic fashion items, such as

T-shirts and knit tops. This allows a licensor to

get a brand in high demand into the market

quickly. “We’re able to jump on trends quickly

and get a product to retail much faster than

with any of the other categories that we license

in,” says Stephen Teglas, vice-president and

general manager, fashion and home at Disney

Consumer Products.

For Disney, Teglas mentions that rapidly

changing trends mean that the company (and

the relevant licensees and retailers) doesn’t

have to over-commit to a fashion line if some-

thing goes wrong. Additionally, there are a

number of chances to reinvent a brand if it

starts to falter, realigning it with whatever the

current fashion trend may be. However, the

changing trends can also make things difficult

for a licensor, as it means that staying relevant

becomes more difficult. “An action figure is

basically an action figure,” says Rob Stone,

president of Stone America Licensing. “It’s got

two legs, two arms, and possibly fights crime.

The same can’t be said of a fashion product.”

The cost of raw materials has been rising

across many industries and apparel is no

exception. The price of cotton has been steadi-

ly rising for years. “Small apparel companies

can’t keep up and are closing their doors,” says

Stone. “We can’t ignore what’s happening.”

Where MAGIC hAppens

It is impossible to talk about licensed appar-

el without talking about the MAGIC trade

show, taking place this month at the Las Vegas

Convention Center and the

Mandalay Bay Convention

Center. “MAGIC really

allows me to shop around

and see a great deal in one

fell swoop,” says Rick

Goralnick, vice-president of

licensing and marketing at

Richard Leeds International.

However, not everyone

feels the same about the

show. With some major

retailers no longer attending

the show, some licensors

are reducing their own presence at MAGIC

and instead are relying on their licensees to

provide brand statements at the show. In the

case of brands with more targeted audiences

or selective licensing practices, MAGIC does

not provide the access to the target audience

that smaller meetings could provide. In addi-

tion, many licensees and licensors find it

more convenient and affordable to do busi-

ness at company headquarters over the course

of the year. “More and more business is being

done in smaller meetings and at corporate

offices,” says Lorne Bloch, licensing director

at Mighty Fine. “Things are changing for all

trade shows.”

A change that has caused some dissatis-

faction from attendees was the splitting of the

show across two venues last year, with the

women’s portion of the show at the Las

Vegas Convention Center—a significant dis-

tance from the show’s original venue, the

Mandalay Bay Convention Center (which

will still host a majority of the show). Even

with constant shuttle

service between the

sites, a number of atten-

dees and exhibitors have

expressed concern about

the added difficulty of

walking the show. “I

think if the show were

somehow consolidated,

it would benefit every-

one,” says Richard

Leeds’ Goralnick,

though he also admits

that the task “would

probably be quite difficult” considering the

size of the show and the breadth of apparel

and product it encompasses.

However, despite some misgivings from the

industry, MAGIC will be going strong this year,

with a number of seminars and talks designed

to be relevant to the changes within today’s

fashion industry. Events and seminars at the

show will cover challenges such as the rising

price of materials, the need for alternative

sourcing methods, and how to incorporate

social networking sites (such as Facebook) or

media sites (such as YouTube) into marketing

campaigns—all major issues for the industry.

Even as prices in labor and raw materials

continue to rise, most licensors take a posi-

tive view of the category’s future. “The high

prices are just a reality of the marketplace,”

says Disney’s Teglas. “We will deal with it

because we have to.” As long as consumers

are still looking for the next fashion trend,

licensed apparel will keep looking to stay

ahead of the curve.

ROYALTIE$

FEBRUARY 2011 19

Kissy Doodles T-Shirt by Jerry Leigh

fASHioN liceNSiNg ANd MAgic

ROYALTIE$

FEBRUARY 201120

by Paul Narula

BBciNterNAtioNAlOutdoor brand Bushnell has teamed up with BBC

International to produce a full

line of footwear based on

the Bushnell brand. The

Bushnell Footwear line

will be available in

sporting goods stores,

department stores, spe-

cialty sport stores, footwear

chains, and more.

MigHty fiNeMighty Fine will continue to grow its ESPN-

licensed apparel line with

new shirts featuring ESPN

Sportscenter logos and

imagery. In addition, the

company has added the

Fancy Nancy brand to its

licensed apparel line and

will produce knit tops and

T-shirts for girls featuring

the Fancy Nancy characters.

SucceSS AppArelSuccess Apparel has been signed

on as the licensee for Pinkalicious

apparel. The company will pro-

duce T-shirts and separates for

the Pinkalicious brand fea-

turing characters from

Pinkalicious, as well as

themes and motifs based

on the brand imagery.

Alfred

ANgeloFashion designer Alfred Angelo

has teamed up with Disney to cre-

ate the Disney Fantasy Wedding

Collection. Each wedding dress in

this collection is based on the cos-

tume or design of one of the

Disney Princesses, including Belle,

Aurora, and Ariel.

Keeping up in the fashion industry has never been easy and when licensing is thrown into the

equation, staying relevant to consumers becomes twice as challenging. Nonetheless, a number of

licensors and manufacturers have teamed up to introduce the latest trends. As a result,

consumers are still buying clothes that bear their favorite licenses. Here’s just a small sampling of

what licensed apparel will be hitting the shelves this year.

ROYALTIE$

FEBRUARY 2011 21

BeBeBebe has teamed up with CBS

Consumer Products for a new

90210-inspired fashion brand. The

clothing will be based on the styles

of characters from 90210. Outfits

from the line will appear on the

show as well.

Fortune

FAShionFortune Fashion is the

latest addition to the

Ringling Bros. and Barnum &

Bailey licensing program, man-

aged by CopCorp Licensing.

The company will be producing

a line of T-shirts for the brand.

Stone AmeriCA LiCenSingStone America Licensing manages the licensing program for profes-

sional fitness brand TKO. TKO is currently looking for partners in the fit-

ness and sports apparel categories.

DiSney ConSumer

ProDuCtSExclusively at Target, Disney Consumer Products

has created the D-Signed line of clothing. D-Signed

takes the fashion of characters from Disney Channel

shows such as Sonny with a Chance and brings the

outfits to the store shelves.

FiFth SunFifth Sun has signed on with PepsiCo for a line of

T-shirts based on the retro look of classic Pepsi and

Mountain Dew logos. Each T-shirt will feature retro

logos and have a distressed finish for a vintage look.

Even amid a weak and uncertain economy, the pet industry

continues to grow consistently year over year. A combination

of factors is contributing to this growth. Pet owners are

spending more time at home, giving them more time to bond with

their pets, and more households count pets among them.

According to the American Pet Products Association (APPA) 62

percent of U.S. households own a pet, with dogs and cats ranking

No. 1 and 2 on the list. The approximately 71.4 million U.S. house-

holds that own pets accounted for a total of $45.5 million in pet-

industry expenditures in 2009 and the unofficial 2010 total is esti-

mated to be $47.7 million.

There is certainly money to be made in this category, but compe-

tition is sharp. The brands that have seen the most success in this cat-

egory fall into two camps: brands that are viewed by consumers as

being an authority on pets and pet care as well as human salon brands

that are translated into pet products.

“We expect pet product categories to remain very tight and com-

petitive,” says Debra Joester, president of The Joester Loria Group,

which represents the Animal Planet brand for licensing. “Private

label/store brands are growing and a small percentage of licensed

brands have succeeded. Fortunately, the brands that have done well

continue to flourish and expand into new categories.”

The competitive nature of this category is not expected to wane, as

outside factors force major retailers to focus on proven brands.

Joester adds, “As manufacturing in China becomes increasingly chal-

lenging, requiring significant minimum quantities of any SKU,

brands that do not have critical mass will see opportunities decline.”

Adding to the difficulties at retail, the economy has caused a

falling out of the weakest retailers, which creates less available shelf

space for pet products.

“A key trend in the current market is vendor consolidation,” says

Aaron Spiegeland, director, brand management, The Beanstalk

Group, which represents Purina for licensing. “To reduce cost, many

of the larger retailers have been decreasing the number of brands car-

ried across their stores, including the pet aisle.”

In addition to the aforementioned retailer-related difficulties,

retailers are also changing their product assortments in a very conser-

vative manner, which doesn’t make it easy for less-proven brands to

get a crack at shelf space.

“The main way the economy is affecting us is retailers are less

willing to make changes to their current assortment,” says Steven

Shweky, president of Fetch. . . for Cool Pets (the pet division of

Skaffles). “They are being very timid and conservative with their

business because it is such a tough time and they don’t know if and

when it will affect their business.”

The PeT AuThoriTy

The pet industry has no shortage of brands that consumers trust as

being authorities and these brands are doing well in the licensed pet

products space. These authorities include the American Society for

Prevention of Cruelty to Animals (ASPCA), American Kennel Club

(AKC), Cat Fanciers Association (CFA), Purina, and Animal Planet.

In the case of the ASPCA, AKC, and CFA, there is an added feel-

good factor afforded by each organization’s nonprofit initiatives.

Pet Licensing:

OPPOrtunities exist fOr Pack-Leading Brands

ROYALTIE$

FEBRUARY 201122

by Chris Adams

The Animal Planet Collapsible Pet House is manufactured by MerchSource. The Joester Loria Group represents Animal Planet for licensing.

ROYALTIE$

FEBRUARY 2011 23

“We did some research and

the consumers came back loud and

clear that they appreciate that the

purchase is benefiting the ASPCA,”

says Phoebe Campbell, president of

Campbell Associates, which manages

the ASPCA licensing program. “People

know the organization and they trust the

work the ASPCA is doing. This halo effect

is very important, but, at the same time, it is

not a logo slap. This is the combination that

makes this program successful.”

4Kids Entertainment’s 4Sight Licensing

Solutions manages the AKC and CFA licensing

programs. A major focus for both of these organi-

zations is educating people on the importance of

responsible pet ownership.

“Education is a strong focus for AKC,” says

Alyssa Tucker, senior vice-president, licensing and

marketing, 4Kids Entertainment. “AKC and CFA try

to emphasize that before adopting a pet, people need to

look at everything about their life to find what pet will

work best for them.”

In addition to responsibly choosing a pet, organizations like AKC,

CFA, ASPCA, Purina, and Animal Planet focus on educating about

what it takes to keep pets healthy. As with human health and nutrition

products, this area has seen steady growth.

“We have seen an emphasis on health for pets,” says 4Kids’

Tucker. “For treats and other consumable items, we are seeing a lot of

things that you see for humans such as probiotics and prebiotics.”

Another area where human preferences is creeping over to pet care

products is in the salon-brand space. Brands such as Paul Mitchell,

Origins, and Bed Head have established pet product lines.

“People humanize pets and consider them part of the family,”

says Campbell. “If somebody thinks that this is the best quality

shampoo to use on themselves, then they want to use the pet version

on their pet.”

Fetch…for Cool Pets, manufacturer of the Pet Head line, offers a

well-received, hip line of grooming products. The company will be

expanding the Pet Head line of grooming products in 2011. This fall,

mass merchants will begin offering products from the line.

Global Pet exPo

All of the latest trends and products in the pet industry—

licensed, private label, or proprietary—

will be on view at the Global Pet Expo

from March 16–18, 2011. The trade

show, which switched this year to an

all-weekday schedule, will be held at

the Orange County Convention Center

in Orlando. The APPA says

it switched to the all-

weekday format at

the request of buyers

who said they’d

spend more time at a

weekday show as

opposed to the Thursday

through Sunday format the

show previously utilized.

Another change to the 2011 Global Pet Expo is the addition of the

New Products Showcase Awards Presentation, which will be hosted

by Dr. Marty Becker, resident veterinarian on both Good Morning

America and The Dr. Oz Show and frequent contributor to Parade

magazine. In order to win one of these awards, products must be

entered in the New Products Showcase. This 30,000-square-foot

space on the trade show floor will feature hundreds of new products,

each in its own two-foot-by-two-foot space.

The New Product Showcase and the related awards presenta-

tion is a great opportunity for the greater pet industry to see the

newest products and trends in the pet industry on display. The

convenient layout can prove to be a great tool for attendees to see

what is working and what isn’t in this competitive but potential-

ly lucrative category.

On the left is Fetch. . .for CoolPets’ Pet Head Color Me

Woofalicious Pink TemporaryStyling Gel and below is theASPCA Comfy Donut Bed byEuropean Home Designs.

FeTch. . .For cool peTs

The manufacturer of the Pet Head line of pet

grooming products introduces the Color Me

Bad line of temporary colored styling gel. The

nonstaining gels come in Barkin’ Blue,

Groupie Green, Punked Pooch Purple, and

Woofalicious Pink.

peT licensinG

ROYALTIE$

FEBRUARY 201124

by Chris Adams

Overall expenditures on pet products have grown steadily, even amid today’s economic

uncertainties. That is not to say, however, that the industry doesn’t have its challenges. Retail

consolidation, the strength of private label, and manufacturing difficulties have added to the

competition in this aisle. Strong brands—particularly those considered authorities on pets—have

seen success. Below is just a sampling of products that will be introduced to the pet industry

during the Global Pet Expo.

4siGhT licensinG soluTions

Starting this year, Pet Brands will offer a wide

range of AKC-branded dog products that include

plush and a variety of pet treats.

The BeansTalk Group

Bow Wow Pet is the bedding licensee for the

Purina brand, which is managed by Beanstalk.

Shown are the Pooch Pad, Cuddle, and Bone

Sweet Bone beds.

ROYALTIE$

FEBRUARY 2011 25

cLassIc medIa

Classic Media will continue to expand on its Lassie

licensing program. New to the program is a pet bed

manufactured by Silver One International.

camPbeLL assocIaTes

Among the latest offerings for the ASPCA

licensing program is the ASPCA Comfy Donut

Bed by European Home Designs. In 2011, the

ASPCA line will gain space at Walmart with

additional SKUs. In addition, Jewett-Cameron

will offer a line of outdoor kennels at Lowe’s.

The JoesTer LorIa GrouP

MerchSource is a key licensee in the

Animal Planet licensing program for cate-

gories including pet beds and pet acces-

sories. Shown is the Animal Planet

Portable Zip-Up Pet Bed

with Zipper. Additional

items in the line include

the Animal Planet

retractable Leash with

removable Flashlight

and Bag Holder.

nascar

Some of the hottest-selling items in NASCAr’s pet

products line are from the “pink program.” This line of

pink leashes, collars, and harnesses from Hunter was

so successful with the Dale Earnhardt license that

NASCAr will add Jeff Gordon, Jimmy Johnson, and

Tony Stewart.

Paws, Inc.Among the newest offer-

ings in Paws’ Garfield

pet products licensing

program is Garfield

Crazy Catnip, a terrarium

that helps consumers grow

their own catnip. The licens-

ee is DuneCraft.

Many would say that sewing is a lost

art. It’s no longer a skill that gets

passed from one generation to the

next. Luckily for Marsha Greenberg, she grew

up in a time when this skill was not only passed

on, but it gave her the opportunity to express

her talent and imagination. It’s a passionate

hobby that turned into a career. With initial

direction from her mother, she began sewing

her own clothes as a child. Her love of sewing,

fabric, color, and pattern grew over the years.

That lead her to own a fashion company in

the 1970s and 1980s. Her line was in Macy’s

and Bloomingdale’s. She did trunk shows and

made custom dresses for wealthy clients.

Then in 2002 while visiting an antique store

in Pennsylvania with her husband, Greenberg

says, “I saw a rounder of vintage hand-

kerchiefs and it was like a

sledgehammer hit me over

the head. I thought it would

make the most gorgeous

doll clothes.”

She says she bought 100

handkerchiefs on the spot

and began creating clothes

for 11.5-inch fashion dolls.

She even went as far as cre-

ating her own doll with a

factory in China.

Greenberg has now sold

more than 5,000 dresses on

eBay with very little mainstream publicity.

However, the doll community and doll media

are certainly aware of the breadth of her work.

Greenberg’s work, known as

Hankie Couture, is now ready

to move into the next phase of

growth, which is licensing. The

dresses have led her to write a

book, which will be out April 5. It

introduces the brand’s concept. In

many ways, it acts as a style guide for

this emerging property. Inside, a selec-

tion of dolls in their Hankie Couture

fashions are featured. Next to each

doll is a saying that exemplifies the

Hankie Couture lifestyle. For exam-

ple, “The women of Hankie Couture

know that good taste is timeless.”

Some of the sayings are, in fact,

timeless advice. Others emphasize

basic good manners, which seem to be

lost in today’s culture. Some are

kitschy sayings, others are tongue-in-

cheek jokes—but all feel very 1950s.

The Grove Licensing &

Design is developing a licensing

program for Hankie Couture.

The items, in development for a

2012 release, are expected to be

in gift and specialty stores.

Targeted retailers could include

Hallmark or Anthropologie as

well as craft stores such as Jo-

Ann Fabrics or Michaels.

It is important to note that this

is not a toy brand. This is about

artistic expression, which just

happens to come in the form of

handkerchiefs. Greenberg wants the property to

portray an idyllic, simpler world where every-

one is nice, manners are important, and the

world is a beautiful place.

Product categories in development include

publishing/stationery, gift, collectibles, and

crafts. For a more detailed list of categories,

see the box on the left.

To promote the brand Grove Licensing is

looking to work with traditional women’s

magazines while also developing Facebook

and Twitter outreach. Greenberg has a video

on YouTube where she explains the brand

while giving viewers a peek inside her studio

and how she creates the dresses. She also has

a website, hankiecouture.com, which explains

the brand. It also allows fans to shop.

Hankie Couture is “a lifestyle and a philos-

ophy,” says Bob Stein of The Grove Licensing

& Design. “It’s about elegance and etiquette.”

Elegance. Etiquette. Words that seem to be

lost from our culture these days. This property

wants to re-introduce those concepts—and

perhaps bring back sewing along the way.

Sew Creative: Hankie Couture Offers a Timeless Message

ROYALTIE$

FEBRUARY 201126

by Nancy Lombardi

CATEGORIES CONSIDERED FOR LICENSING:

PUBLISHING/STATIONERY• cookbooks, craft books, audio books,paper doll books• greeting cards, stationery,notepads, diaries• calendars, journals, activity books• organizers, memory books, albums• office accessories• board games

GIFT• partyware• tableware and textiles• kitchen items• Christmas and garden décor

COLLECTIBLES• figurines, dress stands, cases• doll accessories, doll houses, doll cases

CRAFT• fabric and sewing patterns• stamp sets• craft and scrapbooking kits

Just one example of the countlesscreations from Marsha Greenberg.The dress is entirely created from

a vintage handkerchief.

Images shown arerenderings of potential

licensed products.

ROYALTIE$

FEBRUARY 201128

While concrete numbers are unavailable as of press time, the

general feedback on holiday 2010 was relatively positive.

There were signs that consumer confidence is starting to

be established once again and that retailers were able to successfully

draw foot traffic and encourage sales. That’s not to say that market-

related difficulties didn’t rear their ugly head, but there is certainly

some cause for hope in the overall children-related licensing segment.

Some licensors were forced to look elsewhere and dig deeper for

their successes. One area of strength comes from outside of the film

and television series property arena that typically drives the most

sales of licensed children’s products. A prime example is the Animal

Planet licensing program, which is managed by The Joester Loria

Group (TJLG). Last year was the best year yet for Animal Planet toys

at Toys “R” Us, with sales up double digits over 2009. That success

has helped grow that program, which will add the interactive catego-

ry to its roster in 2011, as well as the launch of the Animal Planet

Baby segment that will include plush, gifts, apparel, and bedding.

A key part of the success of this program is licensor support. “While

retailers are the gatekeepers, it is also vital to build consumer enthusi-

asm and interest in product,” says Debra Joester, president of TJLG.

“Retailers are actively seeking that type of out-of-store support.”

While some say that there is an oversaturation in the blogger

world, the right property can receive an enormous lift from key opin-

ion-leading bloggers. Success has also been seen as a result of inter-

acting with consumers and potential consumers via Twitter parties.

Beyond the more nontraditional properties that have seen success,

the power and weight of well-established, well-revered brands are a

force to be reckoned with. Classic properties such as Barbie, Hello

Kitty, and Thomas & Friends, as well as established entertainment

properties from Nickelodeon, Disney, and Cartoon Network continue

to dominate the children’s licensing arena.

One of the steadiest properties in the children’s licensing arena

will receive a facelift this year. As Hasbro takes over toy licensing for

Sesame Street, expect a different feel to the line. There will be more

of a character assortment. In addition, product rollout will be timed to

encourage more of a year-round selling pattern.

“Sesame Street is an everyday brand,” says Maura Regan, senior

vice-president and general manager of global consumer products at

Sesame Workshop. “Every day is a day for celebration in our con-

sumers’ mind. We feel that we have a business that supports the

everyday milestones our consumers experience.”

The comfort that established properties offer retailers is in stark

contrast to a new, untested property trying to get shelf space.

“Classics are still king,” says Cindy Davis, senior vice-president, U.S.

consumer products, at Copyright Promotions Licensing Group (CPLG).

“Retailers are still risk averse and not willing to try something new.”

Of course, this concept is nothing new in the licensing industry.

Even before the economy crashed in 2007, eroding consumer confi-

dence, retailers were moving in this direction. The economic uncer-

tainty has only made matters more difficult for licensors.

“It is even harder today to get shelf space for a new intellectual

property,” says Chris Heatherly, vice-president of Disney Consumer

Products. “A lot of the properties in the marketplace have intergener-

ational connections. It is a much more competitive landscape.”

Among the biggest news in children’s licensing in 2011 is

Disney/Pixar’s Cars 2. This property has had an interesting climb.

Highly unlikely, the property has grown every year since the original

Cars film was released in 2006.

The fact that the Cars property has not only survived on shelves

since 2006, but thrived highlights the idea that even though there usu-

ally is a well-worn progression to shelf stability in the children’s

licensing marketplace, there certainly are exceptions.

Another type of property that is experiencing success are not

based on entertainment, but are created by toy manufacturers look-

ing to establish their own intellectual property, such as Cepia with

the ZhuZhu Pets. Will Spin Master’s Zoobles or Blip Toys’

Squinkies follow suit?

These toy brands as intellectual properties face stiff competition in

the marketplace. But maybe the positive news coming out of Q4 2010

will give retailers more confidence to give these properties—and any

new properties—a second look. Especially in a risk-averse environ-

ment, sometimes a gamble can really pay off.

Toy Fair 2011Results from Q4 2010 Offer Silver Lining, Hope to Licensors by Chris Adams

ROYALTIE$

FEBRUARY 2011 29

Film pREviEw compiled by Chris Adams

Below is a look at some of the highest-profile films expected to hit the silver screen in the next year. The films listed aremostly family-friendly and at least have licensing potential, if not full-blown licensing programs surrounding them.

titlE

Thor

Pirates of the Caribbean: On Stranger Tides

The Hangover Part II

Kung Fu Panda 2

X-Men: First Class

Green Lantern

Mr. Popper’s Penguins

Cars 2

Transformers: Dark of the Moon

Harry Potter and the Deathly Hallows: Part 2

Winnie the Pooh

Captain America: The First Avenger

The Smurfs

Spy Kids 4: All the Time in the World

Real Steel

The Three Musketeers

Puss in Boots

Happy Feet 2 in 3D

The Twilight Saga: Breaking Dawn—Part 1

Arthur Christmas

The Muppets

Alvin and the Chipmunks 3D

Mission: Impossible—Ghost Protocol

The Girl with the Dragon Tattoo

We Bought a Zoo

The Adventures of Tintin: Secret of the Unicorn

ExpEctEd RElEaSE

May 6, 2011

May 20, 2011

May 26, 2011

May 27, 2011

June 3, 2011

June 17, 2011

June 17, 2011

June 24, 2011

July 1, 2011

July 15, 2011

July 15, 2011

July 22, 2011

August 3, 2011

August 19, 2011

October 7, 2011

October 14, 2011

November 4, 2011

November 18, 2011

November 18, 2011

November 23, 2011

November 23, 2011

December 11, 2011

December 16, 2011

December 21, 2011

December 23, 2011

December 28, 2011

Studio

Marvel Studios

Walt Disney Pictures

Warner Bros.

DreamWorks Animation

Twentieth Century Fox

Warner Bros.


Disney/Pixar

Paramount

Warner Bros.


Marvel Studios

Columbia Pictures

Dimension Films

DreamWorks

Summit Entertainment

DreamWorks Animation

Warner Bros.

Summit Entertainment

Sony Pictures



Paramount

Sony Pictures


Paramount

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FEBRUARY 201130

alex

Dylan’s Candy Bar and Alex have come together to create craft activities inspired by sweet treats. Girls can show off their sweetside with Make Candy Wrapper Jewelry, Color a Yumbrella, Color a Sweet Wristlet, and Color a Candy Bag. Treasure favoritememories in My Sweet Diary and Collage a Candy Frame kits that girls can decorate with stickers and gems.

tOy Fair 2011

discOvery

Discovery licensees Giddy Up and The Wonder Forge will introduce new toys thisyear. Giddy Up adds to its popular Mythbusters Science Kits with a brand new kitinspired by the show—Mythbusters Science of Sports. The Wonder Forge will show-case the recently debuted Mythbusters Hit the Target Game.

COMPILED BY LAURIE LEAHEY & PAUL NARULA

Welcome to Toy Fair 2011! The following pages represent just a small sampling of what willbe on display at this year’s show in New York City’s Jacob Javits Convention Center.

BaNdai

Bandai’s Pocoyo products include Pocoyo SwiggleTrak. This flexible racetrack lets preschoolerscreate a unique course. The set includes four tracks, one moving bridge, and one motorized vehi-cle with music and ball accessory. SwiggleWheels is a motorized vehicle that propels itself with-in a never-ending circular track. SwiggleWheels can also be used to extend the PocoyoSwiggleTrak. The SwiggleWheels assortment includes Pocoyo, Elly, and Pato. The set includes onecollectible motorized vehicle that plays music and two 16-inch SwiggleTraks.

SwiggleWheels

Neat-Oh!Neat-Oh! will introduce a variety of licensed ZipBins for LEGO Star Wars, including the

LEGO Star Wars ZipBin TIE Fighter Carry Case Playmat. Kids can use it as a spaceportgarage or storage bin. It is for ages 3 and up. LEGO bricks are not included.

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ScHolaStic

As part of its ramp-up for the 50th anniversary celebration of Clifford the Big Red Dogin 2012, Scholastic Media announced several new deals. In conjunction with MillsEntertainment, Scholastic Media will launch Clifford the Big Red Dog: A BIG FamilyMusical. The show is currently planned to hit 60 markets. Russ Berrie signed on for a mixof Clifford plush and plush-plus products, as well as gift products. Zoobies will createClifford-branded plush that converts into pillows, blankets, and sleeping bags. Deals withThe Canadian Group bring board games, jigsaw puzzles, and magnetic playsets to market.Twisterz Toys will produce educational toys. Ranir will develop a line of Clifford tooth-brushes for children. VM Global Manufacturing will create a collection of Clifford scoot-ers, wagons, tricycles, and bicycles for preschoolers.

Clifford scooter from VM Global Manufacturing

noodle Head

Noodle Head, Inc., launched Planet Pawparazzi (www.planetpawparazzi.com), avirtual playground based on the Pawparazzi toy line, a cast of miniature plush dogsand cats with celebrity personalities. Planet Pawparazzi offers girls an entertainmentplatform where they can play interactive games and activities, take a tour bus toHollywoof, play dress-up at the Hotel Pawparazzi, or catch a flight to New York Cityto be on a celebrity quiz show. The site’s PawBlog allows pets to share their lives, andgirls can sign up to receive tweets from their favorite characters. AdditionalPawparazzi brand extensions are underway, including an integrated licensing and merchandising program with publishing, interactive,apparel, accessories, social expression, home décor, entertainment, and more. Bennett Branding is spearheading this effort.

Fundex

With the Tetris Card Game, the classic video game goes 3-D and fits in the palm of your hand. Usingthe Tetrimino shapes that appear on the card fronts, players compete to clear lines that appear on theTetris Challenges on the card backs. The first player to clear 10 lines is the winner. Tetris Card Game isfor one to four players ages 8 and up.

In Tetris Matrix, players choose one of the multi-level challenges from the included book. Usingonly the Tetriminos shown in the challenge queue, stack the Tetriminos to match the outer shape of thechallenge image. The game is for one or more players ages 8 and up.

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toy Fair 2011

interactive toy concePts

Interactive Toy Concepts’ Medal of Honor Interactive Battle Series is based on theMedal of Honor video game series from Electronic Arts. With five fully interactive R/Cvehicles, players can recreate the video game experience. Each vehicle will be able tointeract with the other, offering game play for up to five people. Each item will have itsown unique battle style and damage results. Also included will be mission objectives andgameplay accessories. The vehicles are for ages 12 and up.

sPin Master

New Bakugan products include the Mechtogan, the first articulated Bakugan action fig-ures with micro-auto-transformation. With the swipe of a Mechtogan Activator, trigger theMechtogan’s transformation and reveal a hidden G-power. Each Mechtogan includes anactivator and Ability Card. They are for ages 5 and up.The Dragonoid Destroyer is the newest Bakugan monster. It can stand, spin, and shoot

projectiles with its firing cannon. The Dragonoid Destroyer includes a battle suit, exclusiveBaku Sky Raider, exclusive Dragonoid Bakugan, and an Ability Card. It is for ages 5 and up.Based on the Fox game show, Million Dollar Money Drop tests players’ pop culture

knowledge. Only seven questions stand between a player and “a million dollars.” With fourpossible answers and only one minute to decide, choose on which drop to place themoney. The game is for ages 8 and up.

Fisher-Price

Dora’s Fiesta Favorites Kitchen includes two double-sided fiesta recipe cards that girls place in the kitchen window to “cook”meals, such as tacos, empanadas, turkey dinner, and more. Dora talks girls through each recipe with fun phrases that correspondto the recipe. The Fiesta Favorites Kitchen includes a refrigerator, oven, stovetop, grill, sink, and a working phone that rings at ran-dom, allowing the child to receive calls from Dora and her friends. There are more than 80 English and Spanish phrases and morethan 35 play pieces. Thomas & Friends TrackMaster Cranky & Flynn Save the Day features characters and a storyline from the new DVD movie Day

of the Diesels. Reenact this moment from the movie with a talking Cranky the Crane that is more than two feet tall. Use theremote to move Cranky, all while hearing phrases and sound effects. Cranky also comes with a cargo car, cargo, a loading plat-form, a loop of track, and hay bales with flip-up flames. When a “fire” breaks out at the hay bale, kids can help Cranky deliverFlynn in his special launching crate. When the crate touches the track, Flynn launches out and puts out the “fire.” The track setconnects to all TrackMaster track and destinations. Eight AA batteries are required. It is for ages 3 and up.Rock Star Mickey lights up the stage with guitar and singing skills. Kids can learn Mickey’s moves in the “How to be a Rock

Star” mode. Mickey sings three full songs, bobs his head, kicks, and does a rock star split. Four AA batteries are included. RockStar Mickey is for ages 2 and up.

Mechtogan

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CardiNal

Sock Monkeys are making an appearance on games and puzzles by Cardinal. Where IsSock Monkey? is a game where kids hide the Sock Monkey and search the house based ona series of clues. It comes with a real Sock Monkey. There’s also a Where Is Sock Monkey?card game and a line of Sock Monkey puzzles that includes wooden puzzle sets, lenticularpuzzles, and basic puzzles.

NBC/JtMGThe NBC Universal Television Consumer Products Group and Joy Tashjian Marketing

Group LLC (JTMG) announced new merchandise for NBC’s Minute To Win It. The MinuteTo Win It Ultimate Party Pack by Sportcraft contains everyday objects needed to complete15 challenges based on the NBC show. The Ultimate Party Pack is available now atWalmart and an upgraded version will be available at Walmart and Kmart in April.

Mattel

Mattel’s Green Lantern toy line includes Green Lantern Deluxe Battle Shifters Figures.These are four-inch figures of Hal Jordan, Sinestro, Tomar-Re, and Kilowog. Battle Shiftersfigures are ready to fight with the included fold-up Power Slinger accessory. With a lighttouch, the Power Slinger instantly pops out, revealing a malleable weapon or creature “con-struct.” Green Lantern roleplay products include the Green Lantern Colossal Cannon. The can-non comes with a rotating Gatling-style barrel, easy-grip handle, and a 10-shot capacity of Power Discs.When the projectile discs are fired, the hand cannon’s built-in “ring” lights up, emitting blaster sounds.

For the WWE, Mattel’s Rumblers Figures measure anywhere from two to four inches tall and include Superstar favorites suchas John Cena, Rey Mysterio, Sheamus, and more. The Rumblers Figure plus Accessory Assortment features one figure and anembellished accessory, such as a blast-away wall, spinning wall, launch point, or collapsing grave. The Rumblers Figure plus DeluxeAccessory Assortment packages one figure with an extreme WWE environment, such as the Steel Cage Tower. With the Blast &Bash Battle Ring, kids pound one of four ring paddles to blast their favorite Superstars into the air. The ring playset features JohnCena and Sheamus Rumblers figures. All WWE product is for ages 3 and up.

Rapunzel’s Magical Tower playset is based on Disney’s Tangled. No matter where on the playset girls place Rapunzel, the doll’shair glows. There are two hiding places, and the tower includes a length of “hair” that stretches from the tower window to theground. The tower includes Rapunzel, Pascal, and accessories. It is for ages 3 and up.

Green LanternColossal Cannon

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Toy Fair 2011

Moose MounTain

Moose Mountain’s Fisher-Price Big Action Load ’n Go is a tough construction vehicle with realis-tic styling and real working bucket. Dual control handles let kids operate the bucket to dig,dump, and haul.

Jazwares

Jazwares’ Star Wars line includes novelty electronics and spyware. The Star Wars CDBoombox plays music while the eyes of Darth Vader glow with bright red LED lights. Theradio/CD player is compatible with any model MP3 player and includes six buttons to adjust themusic. The volume control button is integrated into Darth Vader’s mouth where the CD is positionedto play. The boombox requires six LR14 batteries, which are not included. It is for ages 6 and up.

BriarpaTch

To celebrate the 20th anniversary of I Spy, Briarpatch will launch I Spy Spectacular, agame with a three-tiered spinner that sends players looking for picture matches. Thereare also riddles at the end of every round. The game comes with double-sided spinnergraphics, 36 double-sided cards, 50 scoring tokens, and rules for different skill levels. It isfor ages 5 and up.

The Bridge direcT

The Bridge Direct’s Justin Bieber line includes the Justin Bieber Rockin’ TourBus and Concert Stage. The Rockin’ Tour Bus opens up to reveal a concertstage with lights and sound effects. There’s also a port for connecting MP3players or laptops. It is for ages 6 and up.

cartoon network enterPrises

Cartoon Network Enterprises (CNE) debuts two new brands in the toy category. Generator Rex willmake its official consumer products debut with a new line of toys from Mattel debuting at retail this

year. MEGA Brands will also debut a full line of toys based on Generator Rex, which will featureaction figures, vehicles, and playsets. The comedy series Adventure Time will also make its con-sumer products debut. CNE will announce a toy partner for the brand.

CNE’s Ben 10 will also get an all-new toy line based on Ben 10 Ultimate Alien from mastertoy partner Bandai America. The line features new updates to global roleplay items and action fig-ures, as well as all new vehicles and playsets set to launch this fall.

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Jakks PacificJakks Pacific will introduce a number of new Pokémon products for 2011 to coincide with the launch of the fifth

generation of Pokémon video games, Pokémon Black and Pokémon White. The 2011 toy line will include three-inch basic figures, which will be available in single and multi-packs. The three-inch Attack Figures come with ashooting attack base featuring a different attack move for each Pokémon. In addition, the Attack Figures work withthe Battle Arena Playset. The Deluxe Figures are five to seven-inch figures scaled to the different sizes of Pokémon

with multiple points of articulation and detailed deco. Jakks will also be introducing new Trainer Roleplay productsfor the brand, including Mini-Plush, Reversible Plush, and Throw Poké Ball.

New for Jakks Pacific’s TNA line is the TNA DLX Impact Series No. 3, featuring seven-inch figures of Velvet Sky,Jay Lethal, Shark Boy, Kevin Nash, Sting, and Matt Morgan, using Real Scan technology sculpts for authentic fea-tures, garb, and accessories. The TNA Micro Impact 3 Pack is a trio of small figures for display and collection. The

new TNA Championship Belt is an authentic version of the TNA Championship Belt given to TNA Champions.Jakks Pacific will be expanding its UFC line with new UFC Deluxe Figures. Wave Six will include Clay Guida, Frank Mir, Thiago

Alves, Tito Ortiz, and more. The UFC Basic Octagon will include an additional six-inch figure to help fans set up their own uniquefights in an authentic replica of the UFC Octagon. Jakks will also release the UFC Champion Belt, an authentic replica of the real belt,that comes with a 3.75-inch articulated figure.

LucasfiLm

Lucasfilm has announced that the complete Star Wars saga will come to Blu-ray disc thisfall for a worldwide release. The Star Wars Blu-ray Box Set will feature all six live-action StarWars feature films in high quality picture and audio format, with extensive special features.

In addition, the company has also announced that it will be converting the StarWars saga to 3-D. The conversion will be supervised by Industrial Light & Magic, withStar Wars Episode I: The Phantom Menace expected to hit the theaters in 2012.

TNA DLX ImpactShark Boy

Generator Rex vehicle fromMEGA Brands

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disney

Disney will be expanding a number of its major brands with new licensees and licens-ing programs for 2011.For the Cars brand, with the upcoming theatrical release of Cars 2, Disney will contin-

ue to expand the property’s extensive licensing program with more than 300 new toyproducts from a variety of licensees. Mattel will anchor the line with die-cast cars, play-sets, and more. LEGO will market construction sets in both its core system and theDUPLO system. Spin Master will handle R/C and Air Hogs products. Ridemakerz will introduce a system of customized toy vehicles.With Jack Sparrow returning to the big screen in Pirates of the Caribbean: On Stranger Tides, Disney will be working with Jakks

Pacific for new figure and playset lines. CDI and Disguise will both introduce new lines of roleplay and costumes, while LEGOwill produce new construction kits. Mattel will offer true-to-film dolls.

hasbro

Hasbro will be expanding its line of Strawberry Shortcake products with new dollsand playsets. The Strawberry Shortcake Twirling Flower Fashions playset lets childrenplace their Strawberry Shortcake doll onto the playset’s rotating base. When they spinthe doll, a light sprinkle of water sprays onto the skirt, revealing new patterns until theskirt dries completely. Hasbro will also release the new Strawberry Shortcake andBlueberry Muffin Deluxe Dolls, with party dresses and hair and fashion accessories.The company will also release a line of Core Fashion Dolls for all the StrawberryShortcake characters, featuring beachwear, dresses, and accessories. Hasbro will also be adding a number of new sets to the Play-Doh line, including

Flip ’N Serve Breakfast, Fairy Tales, and Cookie Monster’s Letter Lunch.

TwenTieTh CenTury Fox Consumer ProduCTs

Twentieth Century Fox Consumer Products will be expanding and establishing licensing pro-grams for a number of new and popular brands in 2011. For Glee, Hasbro and Screenlife willbe producing games while Rubies will produce costumes. Family Guy will have a series ofcollectible figures from Kid Robot. FunKo will be producing a line of toys based on Diaryof a Wimpy Kid in time for the release of Diary of a Wimpy Kid 2: Rodrick Rules.Sideshow Collectibles will expand its collectible line for James Cameron’s Avatar.Fox has also established a strong licensing program for the upcoming movie Rio. Toys

“R” Us has been named the premiere retail partner for toys and ToyQuest is the globaltoy partner. THQ will be producing video games, HarperCollins will handle storybooks,and JEM Sportswear and Awake will handle boys and girls apparel.

Toy Fair 2011

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LeGoLEGO will expand its licensed lines with new sets for the Star Wars brand. The

2011 LEGO Star Wars kits will feature characters, scenes, and vehicles from thefilm series and the animated television series. 2011 will see more than 20 newminifigures introduced, along with vehicles such as the Imperial V-WingStarfighter and Millennium Falcon and battle scenes such as the Battle of Nabooand the Endor Battle Pack. The new LEGO Ninjago line tells the story of four ninjas trying to master the art of Spinjitzu, to save the world from Lord

Garmadon and his skeleton army. Players can build the kits and use the included spinner sets to compete with each other throughminifigure spinning duels. Playsets all come with additional minifigures, strategy cards, weapons, and more that can be used bothto build and to compete with other builders and collectors. A licensing program is in development.

PreSSman Toy

Pressman Toy will be developing games based on the upcoming Warner Bros. Pictures 2011 filmGreen Lantern. The movie will make its debut on June 17, 2011, while Pressman Toy’s games basedon the movie will be available at mass and specialty in May. The Green Lantern Quickshot Gamewill allow kids to test their dexterity as they load up their shooters and try to shoot down the lanternswith marbles. The Green Lantern Guess Where They Are game pits players against each other toguess the order their opponent has stacked the Green Lantern character tiles. Other Green Lanterngames include Make a Match, Pop ’N Race, Dominoes, and War.Pressman has also been named the games and puzzle licensee for the upcoming Warner Bros. CGI-animated film Happy Feet 2. The

company will create a full line of games based on characters and scenes from the movie. Games include Freezing Frenzy, which involvesa battery-powered Erik that shivers and shakes; Hold On Erik, a game of skill that features Erik balancing on top of blocks of ice thatmust be removed one by one; and Thin Ice, a game in which players must place marbles on a thin “sheet of ice” without breaking it.

Techno Source

Techno Source will release a line of electronic games based on Disney-Pixar’s upcoming Cars 2theatrical release. Cars 2 Lightning McQueen’s Pit Crew Panic and Hide ‘n Spy Mater are twogames that are shaped like the characters the game features. Lightning and Mater will tell playerswhich parts to twist or push back into place before time runs out, with more items and less timeas the levels get harder and harder. Techno Source has also teamed up with Blue Planet Software, which manages the Tetris brand,

to create Tetris Link, a tabletop game with multiple layers of strategic game play. In Tetris Link, play-ers battle to score the most points by linking colored Tetriminos into an upright game tower whiletrying to block other players from linking their pieces together.

Ninjago

Tetris Link

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Sakar inTernaTionaL

Sakar International has announced the introduction of branded electronics basedon Marvel Studios’ Thor and Captain America: The First Avenger action/adventuremovies, which will hit theaters this year. The products are being developed underlicense agreements with Marvel Entertainment. For Thor, Sakar’s product line will rangefrom hammer-shaped walkie-talkies to Nintendo DSi gaming accessories, as well as adven-ture-spy kits, digital cameras, and more. For Captain America, Sakar will introduce CBradios, secret listening devices, and other creative play items. Sakar has also signed on to create a number of Gummy Bears-licensed prod-

ucts. Under a deal with the Street Players Holding Corporation, Sakar will createearbuds, iPhone cases, Nintendo DSi cases, and more products based on the gelatin candies.Finally, Sakar has signed a deal with Mattel to produce branded youth electronics for Monster High. The company will manufac-

ture light-up message boards, room doorbell answering machines, intercoms, computer accessories, and cell phone accessories.

Learning Curve

Learning Curve will expand its line of Chuggington-brand die-cast toys for 2011. TheChuggington Interactive Railway has engines that recognize and interact with each othervia SmartTalk technology. The more engines and destinations that are added, themore interactive the world becomes and the more options and conversations theengines can have. In addition, the Chuggington Wooden Railway will hit spe-cialty shelves this spring, with a number of wood-design versions of theChuggington characters.For the Dinosaur Train brand, Learning Curve will add to the InterAction figure

line with the Don Pteranodon and Hank Ankylosaurus figures. The company will alsointroduce more than 30 new collectible figures for the brand.Learning Curve will continue to expand its Thomas & Friends line of toys with the Percy at the Diesel Works set and the

Farmhouse Rescue set, both based on the upcoming Day of the Diesels animated movie.Lamaze and Learning Curve will continue to work together to produce a new line of baby products for 2011, including a line

of books by child development expert Dorothy Singer. Learning Curve has also expanded the Lamaze Play and Grow line andthe Lamaze Tunes line.New for 2011, Learning Curve will introduce a range of John Deere items, including the Shake ’N Sounds Monster Treads and

a foot-to-floor tractor.

Toy Fair 2011

Thor Walkie Talkies

Chuggington InteractiveRailway

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FEBRUARY 2011 39

Beanstalk

Beanstalk has signed a number of new toy deals for its clients. For Ford, KidGalaxy has signed on to create a line of radio-controlled toys based on the FordMustang and Ford 150 SVT Raptor. For Stanley, Sambro International has signed onto produce a line of construction toys and kits. The U.S. Army has collaboratedwith Best-Lock, a manufacturer of plastic building toys, to create a line of U.S.Army military construction sets.

BasiC Fun

Basic Fun will be expanding its Fisher-Price Classics line with three new offerings. The ChangeableDisk Camera is back, featuring new interchangeable picture discs that are advanced by pressing theshutter button. The School Days Desk features the original chalk board, word stencils, and all 26 let-ters with a storage tray, as well as a compartment with doors for additional storage. The Looky Chug-Chug features moving eyes, revolving pistons, chugging sounds, and a bell.Basic Fun will also continue to expand its line of handheld electronic games with carabiner ver-

sions of Space Invaders, Tetris, Battleship, Operation, Yahtzee, and Mattel Football and Baseball.

Chorion

The World of Eric Carle will introduce the Very Hungry Caterpillar EarlyLearning System, a range of toys and games that enables parents to furthertheir child’s early development. Key partners for the line are Kids Preferredand University Games. The line will be aimed toward 0–5 year olds. Also newfor Eric Carle is the Kohl’s Cares for Kids plush and book program.Olivia, the brand based on the TV show on Nick Jr., will continue to expand

its licensing program with Spin Master. The company will refresh the toy line forspring and introduce new items, such as a jewelry making set, plush, accessories, and figural playsets. This fall, the new toys,apparel, accessories, and books will be themed Olivia—Princess For a Day, based on the new 22-minute special.

Best-Lock U.S. ArmyConstruction Set

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FEBRUARY 201140

inFinitY LiFestYLe Brands

CorY Baker, managing direCtor

infinity Lifestyle Brands hired Cory Baker as managing director

where he will oversee brand strategy and development for the exist-

ing portfolio in addition to new acquisitions. Baker was formerly vice-

president of business affairs at iconix Brand group.

sesame worksHop

mYung kang-Huneke, CHieF oF staFF

sesame workshop promoted myung kang-Huneke to chief

of staff. she will join sesame workshop’s president and Ceo

gary e. knell and Coo H. melvin ming in the office of the

president. in addition to overseeing legal and business affairs

and public policy, kang-Huneke will now supervise sesame

workshop’s corporate partnerships and development groups as

well as drive horizontal decision-

making on pivotal projects and im-

prove the achievement of

organization-wide priorities. she

will continue to serve as general

counsel and secretary to sesame

workshop’s board of trustees.

kang-Huneke joined sesame

workshop’s legal department 12

years ago. most recently, she served

as executive vice-president and general counsel, where she de-

veloped sesame workshop’s product safety assurance pro-

gram. she was also responsible for supporting the expansion of

sesame workshop brands through product licensing as well as

promotional, retail, and representation agreements both do-

mestically and internationally.

nasCar

BLake daVidson, ViCe-president oF LiCensing

and Consumer produCts

nasCar promoted Blake davidson to vice-president of licensing

and consumer products. davidson, who has been with nasCar for

more than 15 years, is responsible for developing and leading the

sanctioning body’s entire licensing and merchandising strategy.

davidson manages nasCar’s traditional and non-traditional licens-

ing, which includes nasCar’s publishing, retail, and business devel-

opment efforts, as well as its international merchandising efforts.

in 2010, davidson was instrumental in the creation of the new

licensing structure now known as nasCar team properties (ntp).

this new business model explores merchandising options for the

nasCar industry. davidson also played a role in the creation and

development of the nasCar Hall of Fame.

Ludorum

kirsten FaLLon, u.s. ViCe-president,

retaiL marketing and deVeLopment

Ludorum appointed kirsten Fallon as

u.s. vice-president of retail marketing

and development. in her new role, Fallon

will oversee retail development for Ludo-

rum’s Chuggington licensing program.

Fallon joins Ludorum from peanuts

worldwide, formerly united media, where

she led retail strategy and development for

major children’s brands including peanuts,

Fancy nancy, and Beatrix potter.

Cartoon network enterprises

resniCk & Yoder, promotions

Cartoon network enterprises (Cne) promoted erik resnick to

vice-president of home entertainment and pete Yoder to vice-pres-

ident of consumer products for north america.

resnick, who joined Cne in 2001, will continue to manage

the home entertainment and content business, and will look for

new business opportunities for the group’s portfolio of brands.

Yoder will continue to oversee Cne’s licensing business,

and his responsibilities will expand to include the oversight of

its internal retail development team. Yoder joined Cne in 2006.

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MARCH6–8 International Home & Housewares Show housewares.org McCormick Place Chicago

7–8 Brand Licensing Central & Eastern Europe brandlicensing-budapest.com Corinthia Grand Hotel Royal Budapest, Hungary

7–9 Paperworld Middle East uae.messefrankfurt.com Dubai International Convention Center Dubai, UAE

10–13 Halloween Costume & Party Show hcpshow.com America’s Center & Dome St. Louis

16–18 Global Pet Expo globalpetexpo.com Orange County Convention Center Orlando, FL

28–31 Bologna Children’s Book Fair bookfair.bolognafiere.it Bologna Exhibition Centre Bologna, Italy

APRIL2–7 High Point Market ihfc.com International Home Furnishings Center High Point, NC

4–8 MIPTV mipworld.com Palais des Festivals Paris

11–13 London Book Fair londonbookfair.co.uk Earls Court Convention Center London

28 Time To Play Showcase timetoplaymag.com The Altman Building New York City

MAY15–18 National Stationery Show nationalstationeryshow.com Jacob Javits Convention Center New York City

15–18 SURTEX surtex.com Jacob Javits Convention Center New York City

23–26 BookExpo America bookexpoamerica.com Jacob Javits Convention Center New York City

24–25 PLMA International plmainternational.com RAI Convention Center Amsterdam

24–26 Sweets & Snacks Expo allcandyexpo.com McCormick Place Chicago

JUNE7–9 Electronics Entertainment Expo e3expo.com Los Angeles Convention Center Los Angeles

14–16 Licensing International Expo licensingexpo.com Mandalay Bay Convention Center Las Vegas

JULY21–24 Comic-Con International comic-con.org San Diego Convention Center San Diego

26 Royaltie$ Brand Showcase anbmedia.com The Altman Building New York City

Time To Play Media ShowcaseApril 28 • The Altman Building • New York City

www.timetoplaymag.com

Licensing Show 2011June 14–16 • Mandalay Bay Convention Center • Las Vegas

www.licensingexpo.com

TIA Fall Toy Preview 2011October 3–6 • Dallas Market Center • Dallas

www.toyassociation.org

Royaltie$ Brand ShowcaseJuly 26 • The Altman Building • New York City

www.anbmedia.com

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FEBRUARY 2011 43

POSTED BELOw IS A SAMPLINg OF whAT AMERICAN CONSUMERS ARE INTERESTED IN ThIS MONTh.

by Nancy Lombardi

Americans Love Their PetsSource: American Pet Products Association

According to the 2009/2010 National Pet Owners Survey,

62 percent of U.S. households own a pet, which equates to

71.4 millions homes. In 1988, the first year the survey was

conducted, 56 percent of U.S. households owned a pet.

NUMBER OF U.S. HOUSEHOLDS THAT OWN A PETBird 6 million

Cat 38.2 million

Dog 45.6 million

Equine 3.9 million

Freshwater Fish 13.3 million

Saltwater Fish 0.7 million

Reptile 4.7 million

TOTAL NUMBER OF PETS OWNED IN THE U.S.Bird 15 million

Cat 93.6 million

Dog 77.5 million

Equine 13.3 million

Freshwater Fish 171.7 million

Saltwater Fish 11.2 million

Reptile 13.6 million

TOTAL U.S. PET INDUSTRY EXPENDITURES2010 $47.7 billion (estimated)

2009 $45.5 billion

2005 $36.3 billion

1996 $21 billion

1994 $17 billion

JUST WHAT DID PET PARENTS PURCHASE?Food $18.28 billion

Supplies/OTC Medicine $11.01 billion

Vet Care $12.79 billion

Live animal purchases $2.21 billion

Pet Services: grooming & boarding $3.45 billion

These stats prove that pets are a growing category and a

prime licensing opportunity. A look at the pet licensing

category is on page 22.

2.

5.

1.

3.

4.

The aNb Media team has a number of pets as family members. Shown here is1. Rosie Grogan. Mary Grogan, controller, is the pet mama. 2. Lucy Adams.

Chris Adams, managing editor, is the pet papa. 3. Nike Moore. DonnaMoore, advertising manager, is the pet mama. Donna is also pet mama totwo dogs, Nika and Nimbus, which are not pictured. 4. Kiki McKinney (onthe left) and Mame McKinney (on the right). Jeff McKinney, writer/editor forTimetoPlayMag.com, is the pet papa. 5. Winnie Hahn (on the left) and PoohHahn (on the right). Laurie (Hahn) Leahey, assistant editor, is the pet sister.

royaltie$, february 2011

Documents

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