toys & family entertainment, june 2011
DESCRIPTION
Toys & Family Entertainment is a monthly magazine showcasing the hottest trends in the toy and family entertainment business.TRANSCRIPT
Table of Contents
June 2011volume 6, no. 6
26 LEgO’s Success Strengthens Construction Categoryby Chris Adams
28 Construction: Product Presentationby Chris Adams
30 Everyone’s A gamer—Even If They Don’t Know It
by Laurie Leahey
32 video games: Product Presentationby Laurie Leahey
34 Specialty Emporium: Out of the boxby Jennifer Lynch
36 ASTrA Showcasecompiled by Chris Adams
48 Licensing Show Highlights the Active Summer of 2011by Chris Adams
50 Licensing Show 2011 compiled by Laurie Leahey and Jennifer Lynch
(left to right) Ludorum’s
Chuggington, Rovio’s Angry
Birds, which is managed by
Striker Entertainment for
licensing, Voltron classic from
Classic Media, Cartoon
Network’s Adventure Time,
Cloud B’s Pink Twilight
Ladybug, Alex’s My Busy
Town, and Hasbro’s Kre-O
Transformers Optimus Prime
in robot mode
on the coverLEGO’s Cars 2 Ultimate Build
Lightning McQueen and
Nintendo’s newest handheld,
the 3DS, which lets players
play 3-D video games without
the use of special glasses.
COvEr bY DESIgn EDgE
on this pagefeatures departments4 Observations & Opinions
6 Sizzlers
8 Specialty Sizzlers
10 The Ticker
12 Entertainment Marketplace:
Build-A-Bear Workshop
14 Merchandise Makers:
Round 5
16 Industry Forum: TIA
18 Industry Forum: ASTRA
20 Industry Forum:
Design Edge
22 Industry Forum:
BFG Communications
24 Industry Forum:
Shopatron
64 You’re Hired
66 Calendar of Events
From PlayCon to Licensing Show
4 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ObservatiO
ns
& O
pin
iOn
s
PUBLISHED BY ANB MEDIA • Volume 6, Number 6
PUBLISHER BOB GLASER
ASSOCIATE PUBLISHER ANDY [email protected]
ADVERTISING MANAGER DONNA MOORE
CONTROLLER MARY GROGAN
EDITOR IN CHIEF JIM [email protected]
EDITORIAL DIRECTOR NANCY LOMBARDI
MANAGING EDITOR CHRIS ADAMS
EDITOR AT LARGE CHRISTOPHER [email protected]
EDITOR LAURIE [email protected]
ASSISTANT EDITOR JENNIFER [email protected]
WEB MASTER ERIK [email protected]
WEB CONTENT MANAGER BRENDAN [email protected]
CONTRIBUTORS
MARK GRONDIN; KATHLEEN MCHUGH; KEVIN MEANY;MATT NUCCIO, [email protected]; TIA STAFF
PUBLIC RELATIONS REPRESENTATIVE JOSSLYNNE WELCHLITZKY PUBLIC RELATIONS, 320 SINATRA DRIVE, HOBOKEN, N.J. 07030
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Last month I attended PlayCon. It’s the Toy Industry Association’s newly
named annual industry gathering, which took place for several days in
Arizona. The conference featured social gatherings as well as various meet-
ings and presentations. Some presentations were motivational speakers,
others were panelists discussing pertinent issues related to the toy industry.
This year, PlayCon featured several breakout sessions. There was a lot of talk specifi-
cally about social media. Social media is a place where aNb Media is deeply entrenched.
Last month in this space I wrote about how powerful social media has become in
today’s world and how most toy companies have been slow to adapt to, and utilize,
social media as part of their marketing campaigns. Several presentations at PlayCon
featured statistics about how more buying decisions are now based on word of
mouth. More of today’s moms are relying on social media, and recommendations
gleaned from these sources, to influence purchases. In question-and-answer sessions,
several people raised the expected return-on-investment (ROI) concern. How can a
toy manufacturer quantify money invested in social media? How does it drive sales?
It may be very hard to say that $100,000 invested in a social media campaign will
result in a $1 million or even $10 million increase in sales. Yet, social media is here
to stay. It’s becoming more influential and, yes, more invasive, with each passing
day. And you will see ROI—even if it doesn’t happen overnight.
On our consumer website TimetoPlayMag.com we offer a variety of ways to
reach moms through social media. Connect through the Time to Play Facebook page,
the weekly Time to Play Live game show on Twitter, or by visiting
TimetoPlayMag.com. We are helping toy companies promote their products through
social media. We invite you to visit our various destinations to see how it’s working
for others. Email me at [email protected] to discuss cost-effective opportunities.
Switching gears a bit, this month’s main attraction is Licensing Show in Las Vegas.
2011 looks like it will be a banner year for licensed toys, specifically movie-licensed
toys. Pirates of the Caribbean: On Stranger Tides recently opened to huge box-office
numbers. More movies with licensed goods are slated for release throughout the year.
The next, most notably, is Cars 2. While performing well at the box office is not a guar-
antee that product will move off retail shelves, it certainly helps to have millions of peo-
ple, especially children, familiar with the characters. Recently, I have been hearing from
some toy manufacturers that licensing toys from popular movies has gotten too expen-
sive and too risky. The window in which to sell toys from a movie is only open for so
long before it slams shut. While this is true, if the characters truly resonate with kids,
they will still want to purchase, and play with, the toys long after the movie has left the
box office. The best example of this is the Disney/Pixar property Cars. Since it hit
screens in 2006, it hasn’t even needed a movie to sell a ton of product.
Lastly, I look forward to seeing everyone at the ASTRA Marketplace & Academy
starting June 19 in Anaheim, Calif.
BY BOB GLASER
PowerRangersSamuraiDeluxe
Megazord
6 TOYS & FAMILY ENTERTAINMENT JUNE 2011
SizzlerS
Sizzlers: What’s Moving Off Store Shelves? What Are the Hottest Web Orders?
Angry Birds Plush with sound
Commonwealth
APPles to APPles
Mattel
BeyBlAde MetAl Fusion
hasbro
CArs 2: die-CAst AssortMent
Mattel
Kid-tough digitAl CAMerA
Fisher-Price
lego ninjAgo AssortMent
lego
lego stAr wArs AssortMent
lego
Mini lAlAlooPsy doll AssortMent
MgA entertainment
Monster high doll AssortMent
Mattel
Power rAngers sAMurAi ACtion Figure AssortMent
Bandai
sCriBBle & write
leapFrog
squinKies
Blip toys
steP2 wAterwheel PlAy tABle
step2
thor lightning hAMMer
hasbro
trAnsForMers: dArK oF the Moon AssortMent
hasbro
Zhu Zhu PuPPies
Cepia
MiniLalaloopsy
Here is an alphabetical listing of the hottest-selling items in the toy industry, based on
a combined survey of both offline and online retailers, reflecting the previous month’s sales.
Kid-ToughDigital Camera
Thor LightningHammer
8 TOYS & FAMILY ENTERTAINMENT JUNE 2011
SpecialtySizzlerS
Specialty Sizzlers: What’s Moving OffStore Shelves in the Specialty Market?
TOYS & FAMILY ENTERTAINMENT continues its monthly poll of individual specialty retailers. Rather than polling retailersnationwide, this month we asked TOY HOUSE & BABY TOO’S Phil Wrzesinski for the current top sellers. Listed below,in alphabetical order, are what consumers recently purchased in store as well as online at TOYHOUSEONLINE.COM.TOY HOUSE & BABY TOO is located in Jackson, Mich., where it has 30,000 square feet of selling and warehousespace. The store opened in 1949 and has been in business for three generations.
4M SCIENCE KITS • TOYSMITH“These are the perfect size, price, and lessons for homeschoolers,” says Phil Wrzesinski ofToy House & Baby Too. “We even have science camps that have ordered these by the case.”
CALICO CRITTERS • INTERNATIONAL PLAYTHINGS“These are always a strong item for us,” he says. “The families were especially popular atEaster, which has kicked off a mini-resurgence.”
DJUBI • MOONRACER
INDESTRUCTIBLE BOOKS • WORKMAN PRESS“These are made out of virtually indestructible material,” Wrzesinski says. “These booksare hands down our best-selling titles, even though they don’t contain a single word!Parents love the fact they are rip-proof, chew-proof, and waterproof. And making upstories to go with the pictures makes these an excellent parent/child interactive item.”
KLUTZ LINE OF BOOKS • KLUTZ“One of my Phil’s Top 10 Toys. We have seen fabulous sell-through across the line,”he says. “The juggling book continues to be one of our consistent best-sellers.”
PLAYMAT ASSORTMENT • NEAT-OH!
SUNNY PATCH TOYS • MELISSA & DOUG
TWILIGHT TURTLE AND LADYBUG • CLOUD B“This is the single best-selling item in the store,” he says. “It helps to have a darkroom for showing it off—we use our men’s bathroom.”
WHITE MOUTAIN 1,000-PIECE PUZZLES • WHITE MOUNTAIN“With the economy the way it is, puzzle sales have picked up dramatically,” Wrzesinski says.
ZOOBIES BLANKET PETS • ZOOBIES“A beneficiary of all the Pillow Pets advertising, our Zoobies are flying off the shelf, especiallywhen the customer sees that it comes with a blanket and is well made,” he says.
TwilightLadybug
ZoobiesBlanketPets
Calico CrittersTreehouse
Mattel to Fund ReseaRch PRojects about Play
Mattel announced that it would fund four university research projects focused on the impact of play
in children’s early development. The Mattel Play Research Grants recipients will explore a wide
range of play-focused topics over the next 12 months, including the impact of play on creative
thinking, problem solving, and the development of language, social, and cognitive skills.
The first four inaugural grants have been awarded to Anna Shusterman, Ph.D., Hilary Barth,
Ph.D., and Emily Slusser, Ph.D., of Wesleyan University; Ted Hutman, Ph.D., of University of
California Los Angeles; Susan Menkes, M.A., of Claremont Graduate University; Kathy Hirsh-
Pasek, Ph.D., Kelly R. Fisher, Ph.D., and Kuba Glazek, Ph.D. candidate, of Temple University;
and Roberta M. Golinkoff, Ph.D., of University of Delaware.
The Wesleyan University “Understanding the Power of Play: Study” will focus on assessing the
cognitive benefits of independent, self-directed play with toys. University of California Los Angeles’
“Mother-Child Play Interactions with and without Toys: The Impact of Toys on the Development of
Language, Social, and Cognitive Skills: Study” will examine the benefits of toy play and will identify mechanisms of change in mother-
child interactions during a critical stage of development. The Claremont Graduate University “The Influence of Play Platform, Age, and
Executive Functioning Skills: Study” will investigate the impact of playing with emerging play platforms on children’s comprehension of
material, as well as the extent to which executive functioning skills contribute to children’s comprehension. Temple University’s
“Exploring Contextual and Play Material Constraints on Creative Thinking and Problem Solving in Early Childhood: Study” will explore
the impact of play-based (free play, guided play) and didactic instructional approaches on children’s problem solving and creativity, as well
as examine how toy structure during free play influences children’s play behaviors and creative problem solving.
disney stoRes to exPand
Disney Store announced that it plans to open its interactive concept stores in more than
40 locations this year. The company says that by the end of 2011, it will have 60 new con-
cept stores in 16 major markets in North America and eight countries.
New and remodeled Disney Store locations to open throughout the fall and winter
of 2011 include:
• Disney Store’s Florida Mall location in Orlando will be remodeled this fall with the
new design, and Pembroke Lakes Mall in Pembroke Pines, Fla., will open an all-
new location.
• Locations in Canada’s West Edmonton Mall in Edmonton, Alberta, and Southcentre Mall in Calgary
will open this fall.
• Kenwood Towne Center in Cincinnati will receive the first newly designed Disney Store in the state of Ohio.
A Recap of Industry HeadlinesFor More News, Visit www.aNbMedia.com • Sign up to Receive FREE Weekly News Blasts
10 TOYS & FAMILY ENTERTAINMENT JUNE 2011
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T HE
TICK
ER
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 11
• Texas will celebrate the opening of Disney Store locations at La Plaza Mall in McAllen and Houston Galleria in Houston.
• The first newly designed Disney Store in Missouri will open at the St. Louis Galleria.
• California will get two new locations this fall with stores opening in the Galleria at Roseville in Roseville and Westfield Fashion
Square in Sherman Oaks, Calif.
Thinkway Toys inTroduces Lazer sTunT chaser
Thinkway Toys’ new Lazer Stunt Chaser line includes remote-control vehi-
cles that chase after a light beam that is projected from their remote control.
The 1:32-scale dual-sided vehicles feature a different design on each side, and
can be driven with either side facing up. The cars are designed to exhibit speed,
agility, and control and to perform flips, stunts, and jumps. Each of the
Dragonfire and Flameout sets includes a Lazer Stunt Chaser car with a built-in
rechargeable battery, battery deck charger, wireless infrared remote control,
stunt ramp, and instruction guide. Two accessory items are also available—
Lazer Stunt Chaser Double Roll Turbo Jump Stunt Zone and the Lazer Stunt
Chaser Cyclone Force Stunt Zone.
Luken and cLassic Media To Launch new neTwork
Luken Communications, an owner and operator of television broadcast stations in the U.S., has teamed up with Classic Media to
create a new network called PBJ. PBJ will bring iconic characters and shows from the 1950s, ’60s, ’70s, and ’80s to television nation-
wide, 24 hours a day.
PBJ is set to launch this summer with titles from Classic Media’s portfolio including The Archie’s, Mr.
Magoo, The Lone Ranger, Gumby, Fat Albert and the Cosby Kids, and more. Luken will make PBJ
available to broadcasters, cable, and satellite.
asTra coMMissions web shopping sTudy
The American Specialty Toy Retailing Association (ASTRA) announced that it has commis-
sioned a study, which will explore the effects of discount internet sales from all aspects. The find-
ings will be presented at ASTRA’s Marketplace & Academy in June. ASTRA commissioned
researcher Stacy Mitchell of the Institute for Local Self-Reliance to work with manufactur-
ers, retailers, and others to identify concerns and develop solutions for navigating this new
frontier. A preliminary report will be presented at the ASTRA annual membership meeting,
Monday, June 20 from 8—9:30 A.M. in Anaheim, Calif.
hexbug To be Licensed by pdQInnovation First International, creators of Hexbug Micro Robotic Creatures, announced that
it has signed with PDQ, Building Q’s sister company. PDQ will both license the Hexbug brand as well as
seek out appropriate and strategic licenses to apply to the toy line. Woody Browne, managing partner of PDQ, and Scott Shahmanesh, of
Brandemonium, are working in tandem to develop a licensed program of core partners and products.
Lazer Stunt Chaser
In 1997, a new retail concept was
introduced that allowed children to
make their own stuffed animals.
Kids get to choose which furry
friend they want to make and then
go through a series of steps with the guid-
ance of a Build-A-Bear store employee,
or Bear Builder associate. Stuff the bear,
stitch it up, fluff it up, dress it up, and take
it home. Kids can name their bear and
print out a personalized birth certificate.
During this step, the bear is registered in
the Find-A-Bear ID tracking system,
which helps kids find their bear if it gets
lost. Kids can also add pre-recorded
sounds or songs to their bear or record
their own special message.
Build-A-Bear Workshop offers its
“retail entertainment experience” in more
than 400 stores worldwide, including
company-owned stores in the U.S., Puerto
Rico, Canada, the UK, and Ireland, and
franchise stores in Europe, Asia,
Australia, Africa, the Middle East, and
Mexico. There are also make-your-own
Major League Baseball mascot in-stadi-
um locations and Build-A-Dino stores.
The in-store experience extends even
further with Build-A-Bear Workshop’s free
virtual world website, Bearville.com. On
this site, kids bring their new furry friend to
life by using the code found on its birth cer-
tificate. Create a unique online character
and play games to earn Bear Bills, which
can be used to purchase virtual clothes, fur-
niture, and other items for the bear.
A Squared Entertainment (A2) is the
licensing agency for Build-A-Bear
Workshop. There are several licensees
currently onboard, but A2 is looking for
more in categories including toys,
mobile/interactive, publishing, games and
puzzles, infant, novelty, apparel, acces-
sories, food/candy, home furnishings, sea-
sonal and costumes, social expressions
and party, and stationery. The recent sign-
ings of international subagents (Wild
Pumpkin for Australia and New Zealand,
and Bulldog Licensing for the UK) will
offer children around the world Build-A-
Bear products that allow them to create
and use their imaginations.
A SquAred eNtertAiNmeNtBY LAURIE LEAHEY
ENTE
RTAI
NM
ENT
MAR
KET
PLAC
E
12 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Need to KNow
• Since 1997, more
than 90 million stuffed
animals have been
made worldwide at
Build-A-Bear
Workshop.
• Build-A-Bear
Workshop has a large
online presence. Its
virtual world,
Bearville.com, has
more than 19
million accounts. There
are more than one
million fans of Build-
A-Bear Workshop on
Facebook and more
than 15,000 followers
of the company’s
Twitter feed.
Buildabear.com receives
two million unique
visitors per month.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 13
coloRbÖkColorbök produces Build-A-Bear
Workshop craft and activity sets. The Build-
A-Bear Workshop MIBI Mobile includes
four metal frames, 21 grams of baking crys-
tals, six jump rings, and a suction cup. It is
for ages 6 and up.
conAgRA FoodSBuild-A-Bear Workshop fruit snacks are
available in grocery stores nationwide.
These bear-shaped fruit snacks come in dif-
ferent flavors and have 100 percent of the
daily recommended value of Vitamin C.
PeM AMeRIcAPem America manufactures Build-A-
Bear Workshop bedding sets for bears and
kids. The bear bedding is sold exclusively at
Build-A-Bear Workshop stores, with the
opportunity to order the matching bedding
for kids. Shown is the Friendship is Furever
bedding set. Also available is the Sports set.
PlAyMAteS And enteRPlAyTwo of the newest licensees to join the
Build-A-Bear Workshop licensing program
are Playmates Toys and Enterplay.
Playmates Toys will develop a toy line that
includes mini figures and playsets. The line
will launch at specialty and mass-market
retailers in 2012.
Enterplay will create a line of Build-A-
Bear Workshop fun packs. The global spe-
cialty and mass-market program includes
trading cards, novelty items, mini plush with
trading cards, and other trend products. The
trading cards will tie into Bearville.com.
PulASkI FuRnItuRePulaski Furniture’s Build-A-Bear
Workshop furniture contains interchangeable
panels for the drawer fronts to easily change the
colors and alternate drawer knobs.
FRIMA StudIoSBuild-A-Bear Workshop and FRIMA
Studios created a free Build-A-Bear
Workshop app for the iPod Touch, iPhone,
and iPad. Kids can play games (such as
Bearachuting), win virtual gifts, sync win-
nings to their Bearville.com accounts, watch
videos, get Build-A-Bear Workshop news,
find stores, and more.
Until 2008, Damon Lau was
the owner of a Toronto-
based boutique ad agency,
focused on working with
consumer products compa-
nies and specializing in niche campaigns. But
on the side, Lau had a hobby for mixed mar-
tial arts (MMA). “I was originally just one of
those hardcore fans,” he says. “I watched the
sport as much as Canadians watch hockey.”
Lau has always used marketing techniques
and worked with products and companies that
in some way were a personification of him.
So, in 2006 it made sense that he took on a
client in Toronto who focused on the MMA
space. This introduced him to other people
involved in the sport, including his now-
friend and fighter Randy Couture, whom Lau
describes as the “Wayne Gretzsky of MMA.”
“We [Couture and I] were having dinner in
2007, and we were talking about how the
sport had blown up but how even at that stage,
there were limited partners working with the
UFC,” he says. From there the conversation
moved from ideas about creating gag cauli-
flower ears (an injury unique to fighters) for
fans to toy action figures. The latter idea
stuck. With the means to make it happen,
what started as a pet project for Lau quickly
grew into a full-time business, Round 5.
Within a few months it had signed top
fighters, including Couture, for the first round
of MMA action figures. By mid-2009 a
licensing agreement with the UFC earned
Round 5 the rights to more UFC fighters and
the attention of retailers. As the sport grew in
popularity, so did the demand for Round 5 fig-
ures. “Three years ago, I would never have
imagined that I could convince my Walmart
buyer to buy a UFC product,” Lau says.
But getting shelf space is only half the bat-
tle. Deciding what fighters to make into fig-
ures can be a gamble. “The joke in this office
is we almost have to try to predict who the
winners are nine months to a year ahead of
time,” says Lau. “Everyone likes winners, or
key personalities. And people who are popu-
lar now may not be popular in a year and a
half from now.” At the Toronto UFC Fan
Expo in April, Round 5 released an exclusive
action figure of the UFC welterweight cham-
pion in Canada, Georges St-Pierre. Selling
only 1,000 units, there was a line of about 250
people waiting before the doors to the show
opened. “We had people literally running
down the aisles to our booth,” Lau says. “It
really was like a Black Friday type of experi-
ence.” The item sold out on the first day,
and sold on eBay for six times its original
cost, according to Lau.
It’s clear these fans are devoted and Round
5 relies on input from these consumers just as
much as from UFC insiders, when deciding
on new action figures. The company even
shares prototypes with fans through its blog.
It’s this kind of open exchange of information
that makes the company work. It shares
insight about MMA and ensures product satis-
faction, which allows the fanaticism of the
sport to cross over into fanaticism of Round 5.
“I think the core thing —and this is an on-
going trend that I think is happening with toy
licensing in this category—is you can’t be
one of those companies that simply sign the
license but doesn’t have key brand managers
who truly understand the breadth and demo-
graphic beyond the standard [casual] con-
sumer,” he says. A company must have a
passion for what it is working on. Fans will
know the difference.
In knowing its fan base, Round 5 offered
consumers a unique opportunity to become an
action figure. At the Toronto UFC Fan Expo,
fans were able to take 3-D scans of their heads
and have them super-imposed on an action
figure’s body. The experience let fans become
their idols. “For us, when you’re purchasing
our products, you’re purchasing it not only
because you’re a UFC fan but because you
love this guy. He’s your idol,” says Lau.
While the company previously only
focused on creating UFC action figures,
Round 5 just signed a five-year licensing
agreement with Bruce Lee Enterprises
for the master toy, roleplay, and game
license for products under the Bruce Lee
banner. This, coupled with a year-round
season of MMA to deliver new athletes to
the ring, shows that the future of Round
5 is poised for success.
Fighting PromPts Action Figures
prototypes of Round 5’s UFC action figures
BY JENNIFER LYNCH
MerchandiseM
akers
14 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Members of the toy, marketing, licensing, and
youth entertainment industries gathered at
PlayCon, the Toy Industry Association’s
(TIA) International Conference of Play
Professionals, held May 4–6, 2011, at The
Hyatt Regency Resort and Spa at Gainey Ranch in Scottsdale, Ariz.
The following is a brief recap of what transpired at the event.
Keynote speaker Mike Bonifer, author of GameChangers:
Improvisation for Business in the Networked World, stressed the
importance of “improvisation” in business. “Improvisation liber-
ates performance within structure. And a teamwork-oriented envi-
ronment will turn mistakes into opportunities,” says Bonifer, who
encouraged PlayCon attendees to “follow the fear” and then direct
the right kind of knowledge and energy to the problem of the
moment with a “game structure” approach that gives every busi-
ness an opportunity to liberate creativity.
PANELS AND BREAKOUT SESSIONS: DAY 1• Natasha Galavotti and Ned Flanagan from The Marketing Store
led the breakout session on “Sourcing Beyond China,” where they
explored toy manufacturing options beyond southern China that
help companies manage risk and cost. The speakers addressed
industry dynamics, trends, manufacturing challenges, and sourcing
options to mitigate or overcome those challenges, as well as ideas on
how to approach and explore opportunities in the region.
• During Social Media: What’s Now? What’s New? Barbara
Jones of One2OneNetwork stressed that it’s not really a question
about if you’re going to use social media to promote your brand,
it’s how well you are going to do it.
• Anita Frazier, The NPD Group’s industry analyst specializing
in toys and video games, reported that toys captured the third high-
est dollar share (14 percent) of the purchases for kids ages 0–14
among nearly 20 consumer categories. Frazier said that the toy
industry is “in an unprecedented period of transformation. Kids’
attention is being directed to many more categories than just toys.”
• Andrew Dobbie (Gameplan Europe Ltd.) and Richard Gill
(NH Contract Management, LLC) led Accessing Overseas
Markets—a session about how small and medium-sized compa-
nies can introduce products to the global marketplace. The speak-
ers discussed available opportunities and the top-line associated
costs (e.g., additional testing, packaging, etc.). They suggested
that an organization wishing to launch an overseas presence
should consider working with local distributors. They stressed the
importance of getting to know a new market before entering it.
• In Demystifying Direct Response TV, Susan Nia of
Funosophy, Inc., described the DRTV buyer as “affluent, married
with children, and trending toward female.” To use the DRTV
approach to reach a specific type of buyer, Nia recommended that
companies leverage brand awareness, educate consumers about
product benefits and features, and push sell-through.
• Blogging for Dollars: How to turn bloggers into brand
ambassadors and buzz into bucks led by Stephanie Azzarone of
Child’s Play Communications delved deeper into one aspect of
social media: the Mommy Blogger. Azzarone strongly encour-
aged that every organization start by developing a social media
plan that includes the identification of the mom bloggers that are
the best fit for the specific product/brand/company.
PANELS AND BREAKOUT SESSIONS: DAY 2• Through the Eyes of Retail: Landscape 2011, moderated by
PlayCon chair Bob Wann and comprised of Karen Dodge (Toys
“R” Us), Kathleen Campisano (Barnes & Noble), Julia Fitzgerald
(Sears Holding Corporation), and Lindsay Gaskins (Marbles), dis-
cussed retailers’ use of social media; the expected surge in popu-
larity of toys for boys in the coming year; the impact of rising
costs (in fuel, labor, etc.); the rapidly growing Hispanic consumer
market; and looking broader than a toy’s category level to avoid
missing emerging opportunities and much more.
• The Consumer Insights panel discussion was moderated by
PlayCon vice-chair Nancy Zwiers and featured Ron Geraci
(Nickelodeon), Rene Weber (The Marketing Store), Michael Cohen
(The Michael Cohen Group), and Kathleen Alfano (Fisher-Price). A
common theme throughout the presentations was “maximize value”
and included research on the various ways that toys and play pat-
terns have both a functional value and aspirational/social value.
PlayCon 2012 will take place May 15–17, 2012, at the Gaylord
National Hotel & Convention Center On the Potomac in Md. It
will be held, for the first time, in conjunction with TIA’s annual
DC Fly-In. Visit toyassociation.org for more information.
A Recap of PlayCon 2011
16 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY TIA STAFF
IndustryForum
There’s something special about
specialty. It’s in the quality of
the toys, the expertise of spe-
cialty toy retailers, and the
service that specialty toy
stores provide. In the trade, we are well
aware of these differences. But how do we
ensure that parents, grandparents, and other
consumers who make up the specialty cus-
tomer base understand what’s so special?
The American Specialty Toy Retailing
Association (ASTRA) created Neighborhood
Toy Store Day to promote the advantages of
shopping at an independ-
ent, locally owned spe-
cialty toy store. Our
strategy is to stake a
claim on the second
Saturday in November
every year, and make
as loud a noise as we
can—both nationally
and in local ASTRA
markets—about the spe-
cialty difference. The timing coincides with
the start of the holiday shopping season and
the public announcement of ASTRA’s annual
Best Toys for Kids list.
TIPS FOR MAKING THE MOST
OF NEIGHBORHOOD TOY STORE DAY
ASTRA provides its members a recog-
nizable logo; a free, step-by-step guidebook
for making your store a must-do destination
on that day; and ready-to-go tools you can
use to help generate media coverage of your
Neighborhood Toy Store Day event. Across
the country, ASTRA supports members’
efforts through a national media campaign
focused on both traditional and social media.
Here are some tips for making
Neighborhood Toy Store Day a success.
• Start planning now. Many ASTRA
retailers report that their fourth quarter takes
shape at ASTRA’s Marketplace & Academy,
which takes place this month, where they
see the full array of products available for
the holiday season. It’s around the same time
that you should build your Neighborhood
Toy Store Day strategy and think through
plans for using the Best Toys for Kids list to
generate publicity for your store. The earlier
you plan, the more you can integrate buying,
promotion, and publicity efforts into a prof-
itable package that effectively markets your
store in the fourth quarter.
• get ideaS from your peerS. What will
attract new customers to your store on
Neighborhood Toy Store Day? While
ASTRA provides a guidebook full of idea
starters, the creativity of ASTRA retailers is
legendary. As an ASTRA member, you
have multiple opportunities to share ideas
with your fellow retailers. It could be at
Marketplace & Academy, on ASTRA’s list-
serv (soon to be upgraded to a private
online discussion group), or by simply
making a phone call to another member.
• Build your Store’S media liSt. Media
coverage of your store is priceless. To get it,
you need to start with an up-to-date media
contact list. You are probably knowledge-
able about the local media in your area, but
you may be surprised at how your cus-
tomers are receiving information. The inter-
net and particularly mommy blogs have
become a go-to source for parenting infor-
mation—including advice on where to
shop. Ask your customers what channels
they watch on TV, what radio stations they
listen to, what local newspapers, magazines,
and especially blogs they read, and where
they go to find toy ideas for their children.
Once you see the trends, you can find the
names and contact information of reporters
or bloggers quickly on the internet.
• ConSider BeSt toyS for KidS aS a
holiday SaleS tool. ASTRA’s Best Toys
for Kids program works hand-in-hand
with Neighborhood Toy Store Day by pro-
viding a newsworthy announcement on
that day that will interest mommy blog-
gers and local reporters who cover family
and community issues. ASTRA supports
its Best Toys for Kids list with a national
media campaign, press release templates
for retailers, point of purchase signage,
and a professionally designed four-color
flyer (with optional store imprint) suitable
for direct mail, newspaper inserts, co-op
mailings, and other marketing outreach.
Watch this space as well as
www.aNbMedia.com for more tips on
planning a successful Neighborhood Toy
Store Day that will be the cornerstone of
your holiday 2011 marketing efforts.
Kathleen McHugh is president of the
American Specialty Toy Retailing
Association (ASTRA). Visit www.astra-
toy.org for more information.
CRAFTING A FOURTH QUARTER STRATEGY IN JUNE:TIPS FOR PLANNING AN EFFECTIVE NEIGHBORHOOD TOY STORE DAY
18 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY KATHLEEN MCHUGH, ASTRA
IndustryForum
Acommon misconception is
that a package design needs
to look good in the tradition-
al sense in order to stand out
on a retail shelf. That is not
exactly true. A good package simply needs
to stand out, and sometimes looking differ-
ent can be better than look-
ing attractive. The point is
to draw a consumer to the
item. Once you have drawn
them to the package, as long
as you communicate the
product’s benefits in a clear
and precise way, you’re
golden. You’ve locked in the consumer.
I like to call this “The Buscemi Effect.”
For those of you who don’t get the refer-
ence, Steve Buscemi is an actor who is
probably best known for his
roles in Quentin Tarantino’s
Reservoir Dogs and the Coen
Brothers’ Fargo. Some of you
may even know him as that
funny looking guy who usually
makes cameo appearances in
Adam Sandler movies. Currently, he plays
the lead role of Nucky Thompson on the
HBO drama Boardwalk Empire. He sort of
looks like a cross between a goofy Don
Knotts and the creepy Gollum from Lord
of the Rings. Anyway, the thing about
Buscemi is that he certainly doesn’t look
like everyone else in Hollywood, yet he
always stands out in a cast.
A well “Buscemied” package doesn’t
need to be gorgeous. It just needs to stand
out in a non-traditional manner. Package
designers can achieve
this effect by analyzing
the market and not con-
forming to the same
color scheme, shapes,
and material of every-
one around them. If the standard is a
footed blister, perhaps you want to try a
fifth-panel box. If everyone is cute,
bright, and loud you may want to go
sleek, black, and elegant. The trick is to
know what’s out there and look different
from everyone else. This way your pack-
age is the one people will remember.
Design Edge is a New York-based graphic
design and research development studio. Matt
Nuccio can be reached at (516) 377–0500 or
via email at [email protected].
THE BUSCEMI EFFECT
20 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY MATT NUCCIO, DESIGN EDGE
IndustryForum
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es! on facput smiles
put smiles
One of the most popular
strategies marketers uti-
lize is having representa-
tives hand out samples
in the hope that the sam-
ple will be enough to attract new customers
to the product. This strategy is extremely
popular because marketers have long known
that consumers will stand in line to fill bags
with samples at county fairs, music festivals,
and Nascar events. However, if
this is all that is being done to
attract young adults then it may be
time to rethink the strategy.
a recent nationwide survey I
conducted revealed that 78 percent
of young adults between age 21–25,
known as millennials, prefer to
have an experience where personal
engagement plays a more promi-
nent role. Instead of standing in line and
receiving free samples, millennials prefer
the opportunity to ask questions and receive
a coherent explanation about the product
from a knowledgeable representative where
an actual face-to-face conversation about
the product or a demonstration takes place.
In the survey, millennials stated that
they hold a company in higher regard
when it takes the time to discuss a product
or service in person. They are more likely
to purchase a product after a trial and dis-
cussion. Most importantly, after this posi-
tive engagement, most millennials would
refer a friend to try the product.
Essentially, it comes down to personal-
ized engagement where a product represen-
tative takes an interest and is able to offer
knowledgeable information on their product
and the competitor’s products, and answer
other various questions that may arise.
PERSONAL ENGAGEMENT CREATES
CREDIBILITY AND TRUST
This type of engagement is important and
valued among millennials because, by defini-
tion, they are still young and learning. When
a millennial is engaged in a face-to-face con-
versation with a product representative who
takes the time to teach them about the prod-
uct, the educational process lends a signifi-
cant amount of credibility to the company.
This credibility translates into consumer trust,
which means the millennial is much more
likely to try that product and stay loyal to it.
additionally, after learning about the product,
the millennial can speak more intelligently
about it to their friends—an added bonus.
as a result, millennials will think more
highly of companies that take the time to
demonstrate and discuss products, show how
they work, or demonstrate why they are bet-
ter than competitors during a marketing pro-
motion or consumer engagement. For the
marketers that are taking the time in con-
sumer engagements to talk with millennials
to elaborate and demonstrate why their prod-
ucts are better, faster, safer, smarter, or tastier
than competitor products—all while making
it engaging and fun—the odds increase sig-
nificantly that more trial, discussion, and
potential conversion will occur.
Finally, the survey also revealed that
consumer engagement “experience” could
lead to not only trial and consideration, but
also increased loyalty and word-of-mouth
promotion by millennial consumers. It is
not just about having a product representa-
tive at the promotion or activity, it is about
what that company representative and the
engagement have to offer in the way of con-
versation, knowledge, and how it is differ-
ent, better, unique, and centered on the con-
sumer’s needs and wants.
surprisingly in this age of Facebook and
Twitter, the younger the consumer, the more
they want face-to-face, informational
engagements. Therefore, if a company
wants to attract younger people to its brand
and build a long-term relationship, that
face-to-face engagement with knowledge-
able people for the product must be part of
any experiential and promotional campaign.
Failure to include this can have a devastat-
ing effect on an organization’s long-term
strategy. Unfortunately, most marketers are
not getting the message and are missing out
on a golden opportunity to help their clients
create a long-term relationship with a
potential customer, which will in turn lead
to a long-term relationship with the client.
This strategy can especially be applied to
the toy industry. certainly some of today’s
moms are millenials but many are, in fact,
older. and this is timeless advice that applies
to all generations. It especially applies when
people are shopping for items for the kids in
their lives, whether they are a parent, grand-
parent, or other family member. consumers
want to engage with those who make the
products used in everyday life, as is evi-
denced by the explosive growth of social
media. all consumers want to speak with
informed company representatives. In short,
take the time to talk to the customer. It’s what
they want—and it will benefit your business.
Kevin Meany is CMO of BFG
Communications, an experiential marketing
agency. Visit http://bfginteractive.com/
A PersonAl ConneCtion is imPortAnt to Young Consumers
22 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY KEVIN MEANY, BFG COMMUNICATIONS
IndustryForum
Kevin Meany, of BFGCommunications,explains howpersonal engagementcreates credibilitywith consumers.
As expected, the fourth quar-
ter of 2010 saw plenty of
online sales growth for the
toy industry thanks to
another successful holiday
shopping season. Online sales were up 14.4
percent year over year in Q4, compared to
just 2.1 percent sales growth offline,
according to Internet Retailer, a site dubbed
the portal to e-commerce intelligence.
But as soon as the first quarter of 2011
rolled around, toy sales came crashing
back to Earth as they always do in the
post-holiday season. But clever retailers
are able to find new sources of sales dur-
ing a slow season or in a weakened econ-
omy—especially when consumers are
increasingly armed with gift cards. One
such solution is Shopatron.
With Shopatron, toy retailers don’t even
need their own website to take advantage of
online sales. Shopatron’s order exchange
system takes orders from client brand web-
sites and passes them to local retailers for
those brands. This solution can increase
sales for the brands that retailers already
stock in their store, such as Melissa &
Doug, Alex, Manhattan Toy, Corolle, and
the hundreds of other toy brands on the
Shopatron order exchange.
Using a retail-integrated eCommerce
system such as Shopatron also gives retail-
ers free access to online sales information,
so they can track what toys are selling local-
ly and nationally. This allows retailers to
make better purchasing decisions for what
to stock in their store as well.
“We use Shopatron to supplement our
regular sales channel, as well as to detect
trends and discover new manufacturers,”
says Lottie Hirsch, owner of Live and
Learn, Inc., in Reisterstown, M.D., which
fulfills orders for Corolle, Melissa & Doug,
and Patch Products.
“We have added new products, or main-
tained higher inventory levels, when we
observed a lot of Shopatron activity for a
particular product,” Hirsch adds. “We have
found that if we see a large number of
orders on Shopatron, we will see increased
orders for the product on our site as well.”
Orders placed into the Shopatron order
exchange originate from branded websites,
and are then awarded to the closest-stocking
retailer based on the proximity to the cus-
tomer. The orders can be delivered to the cus-
tomer by the retail shop using a variety of
methods, including in-store pickup, which
helps drive traffic into the retail store and
improves customer relationships.
The partnership with Shopatron has
allowed retail stores such as Beachwalk
Coastal, which fulfills orders for Melissa &
Doug in Solana Beach, Calif., to significantly
impact sales during the post-holiday slump.
Heather Fritz, owner of Beachwalk Coastal,
reported her store’s January 2011 sales grew
25 percent over January 2010 thanks to par-
ticipating in the Shopatron Exchange.
“I would definitely recommend
Shopatron,” Fritz says. “For retailers,
Shopatron increases your store’s exposure
to consumers. Shopatron can increase your
consumer reach and distribution.”
Fritz also recommends Shopatron to the
brands she carries in her store. “For branded
manufacturers, I would recommend using
Shopatron as another channel of distribu-
tion,” she says. “By using Shopatron you can
alleviate some of the picking and packing
processes by awarding online orders to your
fulfillment partners. And as a brand, you do
want to make sure that you are partnering
with retailers who will ensure that your brand
is represented the way you would like.”
And with those retailers looking to
carry more brands and expand their offer-
ing both online and in stores, Shopatron is
an ideal solution for brands looking to
expand their reach. In fact, a survey by
Shopatron in 2009 revealed that 57 per-
cent of Shopatron retailers monitor new
brand launches in the order exchange to
determine if they should stock a brand.
“Sometimes, I decide on carrying a line
because it is a Shopatron vendor,” says
Melissa Reuss, owner of Geneva Gifts, Inc.,
in Lake Geneva, Wisc., which fulfills orders
for eight brands on Shopatron.
“I feel that Shopatron is a win-win-win
situation for all parties involved. The ven-
dor gets increased sales and exposure in the
stores, the retailer gets increased sales and
revenue from orders placed on the site, and
the customer gets quick, efficient, and com-
plete orders from the retailer,” says Reuss.
“I appreciate that the vendors are giving the
retailer the opportunity to fulfill orders for
them, instead of bypassing us and filling the
orders themselves.”
Entering 2011, Shopatron sales in the
toy, hobby, and game category continue to
see double-digit growth, with same-store
sales across the exchange up 14 percent in
the first quarter of this year.
Mark Grondin is senior vice-president
of marketing for Shopatron.
For more information,
visit http://ecommerce.shopatron.com/
Toy SToreS overcome SaleS Slump wiTh
24 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY MARK GRONDIN, SHOPATRON
IndustryForum
When taking a look at the pulse and health of the
construction toy category, one only needs to look
as far as LEGO. To say that the company is a dom-
inant force in the category is to understate the case.
According to The NPD Group, LEGO has a more
than 82 percent share in sales in the category.
The good news for the category is that LEGO had a stellar 2010
with sales that surpassed the $1 billion mark in
the U.S. The company’s 2010 sales were up
25 percent over 2009, marking the sixth
consecutive year of U.S. con-
sumer sales growth for
the company.
“We have been
fortunate to excel at a
time when consumer
spending has tightened
and the industry has
remained fairly flat,”
says Søren Torp Laursen,
president of LEGO
Systems. “This we attrib-
ute primarily to three
things: 1) consumers are
more willing to invest in
toys with proven and
trusted long-term play value; 2) we have had some of the strongest themes
and best models ever at a time when we have needed them the most; 3) at
a time when it’s more tempting to develop more toys under $20, we have
stayed focused on what we do best and consistently delivered against it,
even at premium prices.”
So, how does LEGO’s successes affect the construction category over-
all? Sure, the company is a force to be reckoned with and it does command
a decent amount of shelf space in the construction aisle, but there is still
room for some competition.
“Primarily, we view LEGO as driving traffic to the aisle,” says
Michael Araten, president of K’NEX Brands. “Because they maintain a
high level of quality in their products, people feel good about buying
building toys. As a community of building toy companies, we benefit
from the work they do in keeping the category strong.”
And just because LEGO is an asset to the category, that’s not to say
that other manufacturers in the space aren’t developing and offering
strong products to the aisle. MEGA Bloks has seen success with its pre-
school and boys/collectors segments. “Demand is driven by a powerful
mix of great product and relevant content,” says Vic Bertrand, CIO
at MEGA Brands.
This year a new contender for shelf space is re-
entering the aisle. Hasbro is following up its short-
lived Built to Rule construction line with a new
Transformers-licensed line called Kre-O. Unlike Hasbro’s
previous construction offering, products in this line are
compatible with LEGO and MEGA Bloks bricks.
“Hasbro’s Kre-O brand will stand out by offering pre-
mier brands, like Transformers, that were previously
unavailable in the construction category,” says
Jonathan Berkowitz, vice-presi-
dent of gaming and construc-
tion and Hasbro.
It is unlikely that the
Kre-O line will put a dent
in LEGO’s sales, but it
does up the competition
level among the next tier of
construction toy manufacturers.
Spice of LifeWhen speaking with construction toy manufacturers, there was one
common factor given for success: variety. The scattershot approach of
offering a variety of subjects to a wide array of consumers is critical in get-
ting consumers in the aisle and interested.
“What drives most of the purchases in this category is the question of
how big is the audience that is attracted to the kinds of products we’re
putting out there,” says K’NEX’s Araten. “When we appeal to broad
audiences, we tend to do better.”
The offering of variety has been at the core of LEGO’s success as well.
LEGO’s Success Strengthens Construction Category
26 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY CHRIS ADAMS
Manufacturers have seensuccess merging thebuilding play pattern withvehicle play. Shown areLEGO’s Cars 2 UltimateBuild Lightning McQueenand MEGA Bloks’ Need forSpeed Porsche 911 GT3 RS.
“We have found that the best way to stand
out is to have the most compelling
themes across a wide variety of interests
and ages,” says LEGO’s Laursen. “Last
year, there was not a not a single LEGO theme
that didn’t meet or exceed its plan, a strong indi-
cator that consumers want variety and not
just depth in one collection.”
Leveraging the breadth of
offerings that exist in the con-
struction toy space, there has also
been an increasing amount of blend-
ing play patterns not traditionally found in the aisle with
construction toys. Hasbro’s Kre-O is a good example; it
combines construction play with the vehicle- and robot-
focused roleplay of Transformers.
MEGa’s Hello Kitty line is another great example of
bringing dollhouse play into the construction space.
and LEGO has seen success by branching out. Last
year’s entry into the game aisle proved successful. This
year, the company introduced the Ninjago line, which
combines classic building with a minifigure spinning
game and virtual play experiences.
“If anything, the ability to expand construction into
new categories and ways to play helps to drive its relevance and
growth, while at the same time adding retail feature and promotion
opportunities that have mutual value for manufacturers and retailers,” says
LEGO’s Laursen. “We look forward to finding more places to deliver
innovation and novelty at retail by expanding our offerings.”
Innovation
Innovation and technology come to play in the construction toy
category in many forms. There are high-tech offerings that utilize
robotics, there are digital promotional tools to draw fans into a par-
ticular product’s story, there are social media interactions that help
guide product development, and sometimes innovation comes in the
form of new product concepts.
MEGa has a history of offer-
ing construction toy lines
that involve rich story-
lines. To offer more touch
points for its lines, MEGa
has turned online.
“We are expanding our con-
nection with kids through interactive microsites that
offer an online community, a blog, online games, videos,
and more,” says MEGa’s Bertrand. “The online experience
is a key component to immersing kids into our universe
and adding more value to the toy by supporting the
offline play environment.”
another initiative that Mega has undertaken is
introducing QR codes on product packaging. If con-
sumers capture the QR code with a QR reader app on
their smartphone, it allows them to instantly view
product information, images, videos, and instructions
on a website optimized for mobile viewing.
In this day and age, the realm of social
media simply cannot be ignored. It pro-
vides manufacturers a streamlined way to get
feedback from target consumers while also
establishing increased interaction between con-
sumers and their brands.
“The nice thing about the world we live in
today is we get a window into what moms and kids are thinking about,”
says K’NEX’s araten. “It is much easier to deliver products that they
want if you’re just willing to listen.”
Whether through innovation or product development, the construc-
tion category is offering products that consumers want. sure, LEGO
plays a very dominant role in the category—and as LEGO goes, goes
the construction category—but there are a lot of interesting, cool
products coming out from an array of construction toy manufacturers.
The products benefit from being parent-approved for their traditional
play patterns and developmental aspects, but what keeps the category
afloat is that generation after generation of children find this endur-
ing, classic play pattern fun.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 27
The Kre-O TransformersStarscream Set is part ofthe inaugural launch of
Hasbro’s new constructiontoy line.
28 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Construction BY CHRIS ADAMS
While LEGO is a dominant force in the construction toy category—and its successes have lead the category’sgrowth over the past few years—the category includes a wide range of manufacturers offering nearly endless build-ing options. Below is a sampling of the latest product introductions for the construction toy category.
LEgOLEgO is offering a range of products centered around this
summer’s Cars 2. Flo’s V8 café (shown) is a 517-piece kit
that lets builders create Flo’s café, including gas pump and car
wash as well as characters Lightning McQueen, classic Mater,
Flo, Fillmore, sarge, and sally. also in the
line is the 242-piece Ultimate Build
Lightning McQueen
and the 114-
piece Mater’s
spy Zone.
HasbroHasbro has re-entered the construction category with the
introduction of the Kre-O line. The first offerings in the line
feature the Transformers property. shown is the Kre-O
Transformers Basic Optimus Prime set in vehicle mode. It can
also be built as a robot.
MEga BrandsMEga Brands has introduced the Hello Kitty property to the
world of construction play. This girl-focused construction line
includes the Hello Kitty Big House (shown) and Hello Kitty
Flower shop, as well as a range of lower price point items.
also, MEga recently
announced that it has signed
a deal with saban Brands
to be construction toy
licensee (outside of asia)
for Power
rangers
samurai.
K’NEXNascar fans can now build their own version of Dale Earnhardt
Jr.’s No. 88 amp Energy
car with the 1:29-scale
kit from K’NEX. The kit
includes more than 90
parts, sponsor labels, a
Dale Jr. K’NEXman fig-
ure, and instructions.
also on the way from
K’NEX is the Mario and
His standard Kart
Building set that lets
builders recreate the vehi-
cle from the video game.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 29
ErectorThis year, Erector introduced a new
line called Space Chaos. The line
revolves around a futuristic story line
and each set comes with a trading card
explaining the power of the ship’s ves-
sels. Each also has a code to
unlock surprises at erector-
sets.com. The line is
distributed in the U.S.
by Schylling.
InfinitoyInspired by kids’ submissions to Infinitoy’s
online gallery, Z.A.C. the Zoob Alien Creature
gives kids all of the tools necessary to build
their own alien. The set
includes 200
Zoob pieces,
12 glow-in-
the-dark
pieces, two light-
up eyes with
batteries, and
instructions.
GeomagWith the Geomag Wheels Monster
Jam, kids get to build two monster trucks
from three customized truck designs.
The set includes 14 Geomag rods, 18
steel spheres, eight wheel assemblies,
and 34 Flexiform components. It is dis-
tributed in the U.S. by Reeves.
HabaHaba’s Discover the Building Blocks
Technics—Large Basic Pack Vehicles con-
tains 49 beechwood pieces. With the set, kids
can build a range of vehicles and buildings. A
26-piece set is also available.
PlaymobilPlaymobil’s theme for its August
launch is Grand Mansion. This line
includes the Large Grand Mansion,
Grand Kitchen, Grand Bathroom,
Parents Bedroom, and Comfortable
Living Room (shown), which includes a
couch, coffee table, television and stand,
fireplace, figure, kitten, and accessories.
Waba FunWaba Fun’s Arc-A-Teks is a line of con-
struction toys for kids ages 3 and up. Three
sets are currently available: Earth (shown),
Sky, or Sea. Each set contains enough mate-
rials to construct two characters. Builders
can also go online and enter codes found on
the kits’ collectible cards to unlock and cre-
ate a third character.
When it comes to Wii
Bowling, the Cedar
Crest Crushers are
champs. Yet the Cedar
Crest Crushers are not
kids. In April, this group of seniors at Cedar
Crest Village in Pompton Plains, N.J., won the
2011 National Senior League Spring Senior Wii
Bowling Championship, which is run by the
National Senior League, the only
national Wii competition dedicated
to residents of senior living commu-
nities. Players compete virtually in
either Wii Bowling or Wii Golf.
“In the past when you said
‘gamer,’ people typically thought of
the core audience, which is male
18–35,” says Christina Glorioso,
CMO at Majesco. “With the advent
of these new motion-control
devices, gaming has moved from the
bedroom to the living room and
from core to mass.”
Nintendo’s Wii, Microsoft’s
Kinect, and Sony’s Move all helped
change the demographic of gamers
by providing more accessible and
family friendly ways to play video
games. And with the growing pop-
ularity of games online and on
mobile devices, the number of people playing
video games continues to rise.
“Women gamers are rapidly growing in num-
bers due to the rise of Facebook games and casu-
al motion-controller game platforms, such as the
Nintendo Wii,” says Jason Katz, vice-president
of gaming at Davie Brown Entertainment, the
entertainment practice of The Marketing Arm.
“In terms of revenue, U.S. spending on video
game software alone reached $15.5 billion in
2010,” Katz says, citing data from a January
2011 NPD Group study.
No matter gender, age, or geographic loca-
tion, more and more people have access to
video game platforms, which makes it easier
for them to play video games. While most of
these consumers wouldn’t call themselves
“gamers,” the truth is they are part of a new
culture of gamers created by ever-changing
technology and more family friendly game
titles and experiences.
Changing ConsolesVideo games have traditionally been
played on stand-alone consoles with the most
recent iterations being the motion-control con-
soles. However, these consoles are being used
for much more than just video games.
Microsoft’s Xbox Live launched in 2002 as a
way for its subscribers to play with other peo-
ple. “What it’s evolved into is really a media
hub,” says Molly O’Donnell, Microsoft’s
director of integrated marketing and commu-
nications for Xbox 360. Xbox Live sub-
scribers can use the service to watch movies
through Netflix and stream music,
opening up the number of people who
use Xbox Live. “It’s really evolved into
a social hub in your living room. You
have it as your all-in-one center,”
O’Donnell says.
The next evolution of consoles is on the
horizon, as Nintendo recently announced
that it would unveil its newest console at
the Electronic Entertainment Expo (E3)
this month. (Nintendo was unavailable for
an interview.) Just what this console will
entail is unknown, as is whether or not
Microsoft and Sony will follow with their
own new consoles. But some in the indus-
try are wondering if we might be seeing the
last of the consoles.
“People have speculated that it’s pos-
sible that this next generation may be the
last one that we see of these big, expen-
sive stand-alone machines,” says Dana
Jongewaard, editor in chief, new audiences, IGN
Entertainment. “There’s always going to be a
place for these big, spectacular hardcore games
with great graphics, but are those also going to
be on a console? Technology is changing and
adapting so quickly that it’s possible these start
taking other forms.”
Changing technology brought video games
to mobile devices. And Nintendo is bringing
EvEryonE’s a GamEr—
EvEn If ThEy Don’T Know IT
30 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY LAURIE LEAHEY
Plants vs. Zombies is the latest game franchise from PopCap. It is available on a variety of platforms, including Mac, PC,
iPad, iPhone, and Nintendo DS.
3-D technology to handheld gaming with the new 3DS. Some say that
the next big thing in video games will be cloud-based gaming, which
would allow people to access their games from anywhere. Just as
movies have moved into the on-demand space, with cloud-based gam-
ing (or gaming on-demand) games would run on servers and stream to
users via broadband internet connections.
“There are a lot of ways to use technology that are currently being done
right now,” says John Vechey, co-founder and vice-president, corporate
strategy and development, PopCap Games. “It’s not so much the new tech-
nology but how do we use this wealth of innovation that’s happened in the
last five years? How do we use that to change our products and make great
customer experiences and great games?”
The Growth of Mobile GamingNo one can predict the future of video games, just as no one predicted
how much the iPhone would affect gaming. “Mobile gaming [has been]
the source of most of the growth in gaming during the past few years,”
says Davie Brown Entertainment’s Katz. “Smartphones now constitute a
majority of mobile phone sales in the U.S., and the iPad has spawned
dozens of successors, such as the Motorola Xoom, Samsung Galaxy Tab,
and the upcoming HP TouchPad. All of these devices have high-resolution
color screens and increasingly powerful processors, making them highly
attractive gaming options for young mobile consumers.”
Are smartphones taking people away from consoles? Not necessarily,
say most in the industry. Different consumers are looking for different
gaming experiences. Some want to play a quick and cheap game on their
phone while commuting. Others want a more immersive gaming experi-
ence, to sit in front of an Xbox and lose themselves for a few hours.
For Electronic Arts (EA), the popularity of online games and apps has
caused the company to change its focus in regard to console games.
“We’ve reduced the number of games that we’re deploying in the market
on these consoles, but we’re selling more of them,” says Chip Lange, sen-
ior vice-president and general manager of EA’s Hasbro division. “We’re
making better games, but we’re making fewer of them.”
A Future of ChangeNew games, new consoles, and other new technologies will be
unveiled at E3, which takes place June 7–9 in Los Angeles. This indus-
try show is a kickoff to the holiday selling season. “It’s one place
where all of the retailers and all of the press are,” says Majesco’s
Glorioso. “It’s a great place to see all the new technology. You really
have to see it to believe it. That’s why E3 is great because you can have
so many people actually try the games.”
This is a time of change for the video game industry. As more and
more people of all ages and genders come to gaming—thanks to new
gaming platforms and more accessible and family friendly video
games—the video game industry will continue to adapt to this new
gamer culture and ever-changing technology to make exciting gaming
experiences for everyone.
above: Motion-control consoles, such as the Kinect for Xbox 360, haveallowed families to get together and play video games.
below: Nintendo’s newest handheld, the 3DS, lets players play 3-D video games without the use of special glasses.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 31
NintendoThe new Nintendo 3DS system can play
3-D video games and take 3-D pictures. Its
top screen displays 3-D images without the
need for special glasses. The bottom screen
is touch-sensitive. It also has three cameras.
One inner camera points at the player, while
two exterior cameras let kids take pictures in
3-D or 2-D. The system can also play nearly
every Nintendo DS game. It comes in
Cosmo Black or Aqua Blue.
More than 30 games are now available
for the 3DS from Nintendo and its third-
party publishers. Soon Nintendo will roll out
a series of additional features, including an
internet browser, an online store called
Nintendo eShop, the ability to access 3-D
Hollywood movie trailers, automatic and
free access to more than 10,000 AT&T Wi-Fi
Hot Spots nationwide, and the ability to
stream Netflix movies.
32 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Video Games BY LAURIE LEAHEY
Thanks to a variety of new gaming platforms, the “gamer” demographic comprises more than justthe core 18–35-year-old male. Video games are being played by people of both genders and allages. Below is a sampling of the latest video games and gaming devices hitting store shelves.
KonamiKonami released its rhythm dance
game DanceDanceRevolution for the
Xbox 360 with two new gameplay
modes. In Dance Off mode, up to four
players can take to the dance mat. Club
Mode challenges players to dance four
to 20 songs back to back with varying
difficulty levels. DanceDanceRevolution for the Xbox 360 comes with the Visual Jockey, a
feature that awards players with on-screen graphics. There is also a Challenge Level with
diagonal arrows in addition to the up, down, left, and right arrows. Players can also use their
Xbox Live Vision Camera to appear in-game and watch themselves dance on screen. The
game comes with 20 licensed songs, as well as 30 original songs by Konami’s artists. Players
can download new songs and add them to their playset through Xbox Live. The game comes
bundled with a dance mat controller. It is for ages 10 and up.
MajescoMajesco released Monster Tale
for Nintendo DS. Monster Tale
features a mix of action platform
gameplay on the top screen and a pet-raising
game on the touch screen. In the game, Ellie
and her pet monster named Chomp set out to reclaim the Monster
World from the Kid Kings and their enslaved creature pets. Players control both Ellie
and Chomp as they explore and battle through five non-linear kingdoms in Monster
World. The touch screen serves as Chomp’s Pet Sanctuary where he evolves with new
abilities as he eats and plays with what Ellie provides from the top screen or buys for
him in the store. But Ellie can summon Chomp to the top screen to back her up in her
quest to save the Monster World. As Chomp develops and gains new attributes, he can
grow into 30 unique forms with new attacks while also transforming into useful objects
such as shields, spikes, and bombs.
Electronic ArtsThe Sims 3 Pets will be available on Xbox 360, PlayStation 3, Nintendo 3DS, and
PC/Mac this fall. For the first time in franchise history, players will be able to deter-
mine their pets’ personalities and traits. Players take direct control of their pets, help-
ing the Sims uncover and solve mysteries around town. Using Karma Powers, Sims
will find that their pets can either aid their progress or cause disruption.
Namco BandaiNamco Bandai’s Body and Brain Connection for the Kinect on
Xbox 360 was developed under the supervision of Japanese neurosci-
entist Dr. Ryuta Kawashima. Body and Brain Connection challenges
players to exercise both their minds and bodies with fun, fast-paced
mini-games ranging from math, logic, and memory to reflex and
physical-orientation exercises. The game can be played with up to
four players. It is rated E for everyone.
ActivisionIn Skylanders Spyro’s Adventure, kids can “bring their toys to
life.” Players collect real-world action figures of the game characters
and teleport them into the game using the Portal of Power. Players
take on the role of a Portal Master who can control more than 30 dif-
ferent characters, including the fire-breathing dragon Spyro. Players
go on a journey where they explore mythical lands, battle outlandish
creatures, collect gold and treasures, and solve puzzles while on a
quest to save the world from Kaos, an evil Portal Master.
The game uses action figures that become interaction figures—
each figure contains a “brain” that remembers the player’s shared
experiences and leveled-up abilities (stats, ability and attack
upgrades, and gold collected) directly within each toy. Players can
customize and power-up their toys, as well as bring them to life on
a friend’s Portal of Power for co-op play and player-versus-player
arena battles. Skylanders Spyro’s Adventure allows kids to utilize dif-
ferent interaction figures and strategies each time they play.
The starter pack comes with the game, a Portal of Power, three
character figures, three trading cards, and a poster. Additional
toys are sold separately.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 33
CapcomCapcom’s Resident
Evil: The Mercenaries
3D delivers the
Mercenaries gameplay
experience on a hand-
held console. Featuring
remastered stages from
Resident Evil 4 and Resident Evil 5, it’s a race against time as players
try to defeat as many enemies as possible before the countdown reach-
es zero. The action of Resident Evil: The Mercenaries 3D is available
as a solo experience or gamers across the world can team up for two-
player co-op via network play. Gamers will tackle the game’s 30 mis-
sions with legendary Resident Evil characters, including Chris
Redfield, Krauser, Hunk, Jill Valentine, Albert Wesker, and Claire
Redfield. The game is for the Nintendo 3DS.
Al Waller left his job in sales in
1998 and shared an idea for a
game concept he had with friend
Mark Osterhaus, a then-owner of
a marketing firm. Neither one
had a background in the toy industry, just a pas-
sion for games. But together, they took the con-
cept and molded it into what would become their
first published game, Bosworth, a battlefield
chess game. After that they knew this was the
business for them, and, along with cartoonist
John Kovalic and graphic designer Cathleen
Quinn-Kinney, they founded Out of the Box
(OTB) Publishing, a company where “out of the
box” thinking is a given.
A year later OTB acquired the license for game
inventor Matthew Kirby’s Apples to Apples,
which became an overnight success selling a mil-
lion units per year. But after years of working on
Apples to Apples, OTB sold the game to Mattel in
late 2007, along with games Twitch and Blink. It
became a time of challenges and opportunities,
says Leah Sugar, vice-president of marketing,
OTB. The following year, two of the company’s
founding members Osterhaus and Quinn-Kinney
retired, Waller became president, and
Osterhaus’s children Sugar
and Max Osterhaus joined
the company. Since then,
OTB has pared down its
offerings and refocused on
bringing unique games to
the market.
“Apples to Apples
was a huge steamship for
us, and most of the focus of
the company [until 2008] was on building that
brand,” Sugar says. “It got to the point where
you spend most of your time fulfilling orders for
Target and Walmart. Now we have a lot more
flexibility in coming up with products and more
time and opportunity to devote to making prod-
ucts, especially for specialty stores.”
OTB game categories include party games,
quick card games, and strategy games, and each
year the company receives about 1,000 game
concepts across those categories. Of those con-
cepts, only about three meet OTB standards and
get published. Sugar adds that some games might
be great games, just not the right fit for OTB. For
OTB, a game should be able to be: learned in
minutes, played in less than half an hour, and fun
for the whole family. “We like games that are
really inclusive,” Sugar says. “But. . . if it’s a
game we all love, as long as it fits into our
brand, we will allow the game submission to
drive us in the direction we want to go.”
OTB is looking for new ways to appeal to older
consumers in their teens and twenties through
product packaging and social media. One of the
latest OTB games, Faux-cabulary, a party game in
which players make up new words, features
a new packaging design, created by
Design Edge, a design firm co-owned
by the game’s creator Matt Nuccio.
Sugar describes the new look as
“more dynamic and exciting.”
OTB has also embraced the
online world. The company uses
Twitter and Facebook, and is work-
ing on a new website with a fresh
look that is easier to navigate. Social media has
offered OTB a fun way to connect to people and
inform them about new games and what games
can work in different scenarios. Using the online
game play service Game Table Online, built by
internet gaming platform Metagame, is one way
OTB is increasing its exposure. “One of the
biggest hurdles is getting people to buy games,”
Sugar says. “They’re afraid of difficult rules.
They’re afraid their friends aren’t going to like
it.” But at Game Table Online, players can test-
drive games, such as OTB’s 10 Days in Africa,
before investing in a purchase.
While most OTB games
are made for ages 8 and up, its
new Bug Out game is the
company’s first game made
for ages 5 and up. The origi-
nality of OTB games previ-
ously prevented OTB from
creating games for kids under
age 8, because the more unique
a game is the larger the skill set required to learn
the game, Sugar says. “There are a lot of games
out there for that age group but are really boring
for parents and older kids. We wanted a game
that. . . could work for everybody,” Sugar says.
OTB is still working on its game plan for
next year but plans to expand on fan favorites
such as its 10 Days Series and Word on the
Street, and add a potential junior version of
Faux-cabulary. But overall, the driving force
behind new games will remain constant. “We
want something that kids have never played
before,” says Sugar. “That gets them to say,
‘Wow, there’s something different out there than
what we’ve been playing.’”
34 TOYS & FAMILY ENTERTAINMENT JUNE 2011
BY JENNIFER LYNCH
Finding Direction Outside The Box
Learning CurveThe Chuggington Wooden Railway is a major ini-
tiative for Learning Curve. The initial offerings in the
line include the Chuggington Wooden Railway Over
& Under Starter Set, which is a 25-piece set that
includes everything kids need to get started on the
system. Also on the way is the Chuggington Wooden
Railway Double-Decker
Roundhouse (shown).
BananagramsAmong Bananagrams’ new
offerings is Fruitominoes, a
domino game that connects
fruit instead of dots. Also on
the way is Zip-It, a two-play-
er crossword race that works
as a travel game.
36 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase COMPILED BY CHRIS ADAMS
The American Specialty Retailing Association (ASTRA) Marketplace & Academy takes place June 19–22 in Anaheim,Calif., at the Marriott Anaheim Hotel and Anaheim Convention Center. On the following pages is just a sampling ofthe wares that a wide range of manufacturers will show to the specialty toy trade at the show.
Cloud BThe Pink Twilight
Ladybug projects a star-
ry night sky onto ceilings
and walls. Seven star con-
stellations are embedded in
the star pattern. Children can
choose from three color options while
gazing into the starry sky as they drift
off to sleep.
AlexAlex’s My Busy Town includes five sides of dis-
covery play for kids 12 months and up. The bright
wooden cube includes activities such as curvy bead
mazes, peek-a-boo doors, spin-and-match animals,
turn-and-learn ABC tiles, and racing vehicle rollers.
Manhattan ToyManhattan Toy’s Quixel
supports the development of
cause-and-effect learning
skills. Each piece of col-
orful plastic is held
together by a stretchy
bungee cord that allows the
toy to be pulled and squished
in any direction.
38 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase
CitiBlocsCitiBlocs Trees is a collection of
10 assorted, brightly colored wooden
trees for landscaping CitiBlocs cre-
ations. The line includes styles that
emulate a range of tree types.
HaywireHaywire’s Where’s that Chipmunk? is a
game for all ages of children, including
preschoolers. It can be played as a hide-
and-seek game
or a treasure-
hunt game.
SchleichOn the way from Schleich are some
additions to the World of History offerings.
The Heroes line includes the Mighty
Fighter Elephant with Rider.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 39
Wonder ForgeThe Angelina Ballerina Dance with Me
Game encourages physical play through
dance as Angelina helps girls practice dance
moves step by step.
YBikeThe YBike Pewi (pronounced “pee
wee”) is a hybrid walking toy and ride-on
for kids 9 months to 3 years old.
DuneCraftHydroponic Fly Traps is a kit that
includes everything needed to grow
fly traps without soil.
40 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase
SchyllingSchylling will introduce the Jumbo
Sock Monkey at the ASTRA Marketplace
& Convention. The Jumbo Sock Monkey
is a 42-inch version of the classic plush.
ChiccoThe I-Gym has two positions of play to
accommodate different stages of growth in
babies—tummy up for 3 months and up
and tummy down for 5 months and up.
InternationalPlaythings
Each set in the Whirl ’n Wear Charms
Locket Assortment comes with three locket
charms, four large
charms, 14 small charms,
three end fasteners, eight
decorated locket inserts,
two key chain attach-
ments, and 6.5 feet of
clear elastic string.
42 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase
Blue Box ToysBlue Box will be showcasing its
B Kids line, which includes the Play
with Me Gym. This multifunction
gym features a colorful
overhead canopy filled
with dangling toys
and characters.
SafariSafari’s Days of Old
line focuses on fan-
tasy themes such
as wizards, witches,
and royalty. Shown is the
Days of Old Collection
Princess Juliet.
BSW ToyBSW introduces eight new Shrinky
Dinks items as part of its SmArt
Studios brand. The 3-D Shrinky Dinks
line includes themes such as Fairy
Princess (shown), Dinosaurs, Trains &
Tracks, Pirates, Space, Zoo Safari,
Military Aircraft, and Sea Life.
44 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase
Learning ResourcesLearning Resources’ Smart Snacks Sorting Shapes Cupcake Game rein-
forces shapes, numbers, counting, matching by sight and touch, and fol-
lowing directions. Also new is the Pop for Numbers
Game, which the company
describes as “a results-driven
game of suspense, excite-
ment, and number fun.”
Three levels of play keep
children challenged.
ElencoSnap Circuits XP allows users to make a
hardware platform with the included cir-
cuits that can be used with software from
Revolution Education. It can make more
than 50 projects with more than 40
p r o g r a m s
ready for
download.
Crocodile CreekCrocodile Creek’s Robot Backpack
(shown) is sturdy and sized just right
for younger children, ages 3–8. Also
on the way from Crocodile Creek are
Pouch Puzzles. Each 100-piece puz-
zle in the line creates an eight-inch-
by-12-inch puzzle and can be stored
in a reusable pouch.
Thames & KosmosThe Botany—Experimental Greenhouse is part of Thames & Kosmos’ Little
Labs line. This kit teaches kids about plants and seeds by conducting experiments
in a specially designed botanical library with greenhouse domes that feature ther-
mometers and ventilation. It includes a 48-page, full-color illustrated instruction
manual that guides kids through their experiments.
Buffalo GamesPhone Frenzy is a socially interactive party game
about who you know rather than what you know. It is
a board game that uses each
player’s cell phone as the pri-
mary game component for call-
ing, texting, and sending pho-
tos. Every turn, players are
given a challenge or activity
that can only be completed
with the help of one or more of
their phone contacts.
46 TOYS & FAMILY ENTERTAINMENT JUNE 2011
ASTRA Showcase
Peaceable KingdomPeaceable Kingdom’s Stone Soup is a
memory matching game with an obstacle.
In this game based on a
classic folk tale,
players work
together to find
the hidden ingre-
dients before the
soup gets cold. It is
for two to six play-
ers, ages 5 and up.
HabaHaba’s Crab Calino pulling figure
features eight beechwood legs that
click and clack against one another
and the floor as kids
pull it across the
floor. It is rec-
ommended for
kids age 1 and up.
AeromaxThe CrossBow Blaster allows kids
the opportunity to launch foam darts
up to 30 feet, according to Aeromax.
The TriPower Rocket Blaster is a kid-
powered rocket that fires three foam
rockets up to 30 feet. To launch the
rockets, kids just need to load the
rockets and then twist and pump them
across the yard or room.
innovativeKidsThe Soft Shapes Puppet Theater line from
innovativeKids includes themes such as Pretty Kitty,
Enchanted Kingdom, Superheroes (shown), and
Pirate Adventure. Each includes a two-sided foam
stage that floats in water or stands on a table, two
puppets, and a double-sided marquee.
Plan ToysPlan Toys’ Workbench includes six
tools, 27 construction parts, and a
removable storage unit. It can be
arranged in a number of ways to
accommodate a range of preferences.
Construction parts can be placed on
the table and back panel. The back
panel can also be used as a tool hold-
er. The included wooden clamp is
designed for both right- and left-handed kids.
FolkmanisFolkmanis is known for making realis-
tic wildlife puppets. New is the
16-inch Opossum Puppet
(shown). Use its movable
mouth and paws to animate
the puppet. Also on the
way is a Bison Puppet.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 47
Reeves InternationalThe Geomag Glow kit allows builders to create
Geomag Panel structures that are enhanced with glow-in-
the-dark capabilities. It is a 74-piece kit.
SkullduggeryFour new licensed Krazy Kars Light Up
Marble Racers are available from
Skullduggery. The Ford Mustang,
Chevrolet Corvette Stingray, and Ford
GT body styles are cast in translucent
blue, red, orange, and yellow plastic.
Also from Skullduggery is the
MaxTraxxx Tube Traxxx, which is a tunnel
track for MaxTraxxx offerings.
Neat-Oh!Neat-Oh!’s eight-piece
assortment of Hot Wheels
18 Car Tin Carry Case with
handle items include four
each of the Rodger Dodger
and Metal Menace styles.
Creativityfor Kids
Glitter Pups Fashion Show
helps girls glamorize glittery
puppy figures and get them ready
for a fashion show. Girls can dec-
orate five glittery bobblehead
pups with an assortment of trims,
ribbon flowers, rhinestones, mini
markers, and accessories.
SqwishLandSqwishLand introduces the
SqwishLand Swamp collection of
figures. The five characters are
Sqwake, Sqwalligator, Sqwotter,
Sqwalamander, and Sqwossum. They
will be available in vending machines
and in retail packs.
Wild CreationsThe Dino Dan-licensed
Dino Crayon & Sketch
Book by Wild Creations
includes eight dinosaur
crayons and a 12-page
dinosaur sketch book.
Each page is topped with
the Dino Dan logo and a
colorful dinosaur.
48 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Licensing show 2011Licensing Show Highlights the Active Summer of 2011
This summer is proving to be an
active, exciting year on the chil-
dren’s licensing front. This sum-
mer’s movie slate provides many
high-profile opportunities for retail-
ers to experience success with licensed products,
while the licensing industry is optimistic about
the approaching International Licensing Expo, to
be held in Las Vegas’ Mandalay Bay Convention
Center from June 14–16.
After speaking to many licensing executives,
the mood entering this year’s Licensing Show is
more optimistic than it has been in some years.
The uncertainty revolving around the Las Vegas
venue—this year’s will be the third show held
there—has more than receded.
“Everyone seems to be excited and every-
one we were hoping to see at the show is going
to be there,” says Nicole Blake, executive vice-
president, global marketing & consumer prod-
ucts, at Classic Media. “It is now a proven
show after the switch to Vegas. The entire
industry will be under one roof for several days
and it is a great opportunity to see people, meet
new people, and get business done.”
The signs of an improving economy are
certainly contributing to this optimism, as is
the fact that the summer of 2011 is poised to
be strong in regard to licensed merchandise.
This summer will see many high-profile films
entering theaters—with corresponding licens-
ing programs occupying shelves. Blockbusters
scheduled to appear on the silver screen this
summer include Cars 2, Pirates of The
Caribbean: On Stranger Tides, Transformers:
Dark of the Moon, Harry Potter & the Deathly
Hallows—Part 2, Winnie the Pooh, Captain
America: The First Avenger, and The
Smurfs—and that’s not to mention the handful
of strong titles with licensing potential that
will hit this fall.
“In general, with so many major block-
busters and sequels coming to the big screen
this summer, we expect to see movie-related
licensing perform well,” says Pam Westman,
executive vice-president, The Americas at
HIT Entertainment.
If this summer’s blockbusters perform as
well as those in the industry hope, it should con-
vey the strength of branded merchandise to
retailers whose product mix pendulum had
swung away from branded toward private label
during the recession.
“It is a matter of protecting real estate for
licensed merchandise at retail,” says Paul
Gitter, president of consumer products for
North America at Marvel Entertainment. “We
know a lot of retailers are focusing on private
label or food, for a lot of reasons, so we need to
convince retailers we have the ability to help
drive their business by offering the entertain-
ment merchandise that ties in with what the
consumer is interested in.”
Even if this summer’s strong crop of enter-
tainment properties reopens the eyes of retailers
in regard to licensed offerings, it is still a very
competitive environment to get licensed prod-
ucts on shelves. Retailers certainly appreciate
the proven track record that evergreen properties
possess. After all, they are less risky and have
built-in consumers. The issue with a mostly-
evergreen licensed product assortment is that
retailers miss out on properties that could be the
evergreens of tomorrow.
“The new normal is about buyers being able
to make a very calculated decision as to what
goes on shelf,” says Maureen Taxter, senior
vice-president consumer products at Ludorum.
“Retailers are excited when they see something
fresh and new that is performing well because it
has been a while.”
Media plays an important role in building a
brand and convincing retailers that it is a smart
bet. Media helps provide tangible numbers
based on the property’s success, as well as intro-
duce new customers to a property.
“One of the key elements in the success of
any brand at retail is the number of consumer
touch points they can reach—product, broad-
cast, online, in-store, promotional, and PR,” says
Gabby Oliff, marketing director at American
Greetings Properties. “By reaching out to kids
and parents on as many levels as possible, the
chances for success build and consumer loyalty
for the long-term grows.”
Brand building, merchandising, promotion,
and blockbuster properties will be center stage at
this year’s Licensing Show as the industry pres-
ents a unified optimistic front in Las Vegas’
Mandalay Bay Convention Center.
BY CHRIS ADAMS
Licensing Show will be held at Mandalay Bayin Las Vegas.
50 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Licensing show 2011
Jakks Pacific is teaming with Disney to offer licensed products for three summer
films, as well as new Disney Princess-branded items. For the new Cars 2 movie, Jakks’
Plug It In & Play TV Games has added Cars 2 TV Games, an interactive racing game
for kids ages 4 and up with a deluxe easy-to-use steering wheel. Jakks’ roleplay division
features Cars 2 Mater & Finn McMissile’s Spy Walkie Talkies, Cars 2 Character Cell
Phones and Mini-Flashlights, and coming this fall, the Cars 2 Portable Spy Station.
Jakks’ Kids Only division has added to its line of licensed kid furniture with the Cars 2
Puzzle Furniture shaped as a stack of racing tires, the Cars 2 Activity Patio Table and
Chairs Sets, and the Cars 2 Flip Open Table.
For Disney’s Pirates of the Caribbean: On Stranger Tides, Jakks offers four-inch figures and four-inch
Battle Packs Figure Assortments modeled after the film’s characters. Each figure includes a unique LED accessory to
reveal the figures’ inner secrets and reveal additional features on the Queen Anne’s Revenge Deluxe Ship playset. There are also six-inch Collector
Figures and six-inch Movie Moments Figures. Jakks’ CDI roleplay line features Basic Swords, Deluxe Swords with motion-activated battle sounds from
the film, the Jack Sparrow Roleplay Set, and a 26-piece Deluxe Dress-Up Trunk of pirate gear.
Jakks will offer movie-themed toys for the action drama Real Steel, from DreamWorks Pictures, Touchstone Pictures, and Disney. Items will include
a Real Steel five-inch Basic Robot Assortment, with 10 articulated robots with a light-up head and body and interchangeable limbs and accessories. The
Real Steel 7.5-inch DLX Robot Assortment is a larger-scale version with signature robot moves. The WRB Built for Battle Set features two six-inch
robots, the Atom hero robot, and the Zeus villain robot with swivel controllers for fighting moves. Real Steel 15-inch WRB Main Event Ring is built
for the DLX Robot with activated crowd cheers, battle sounds, and movie quotes. The Real Steel Robot Brawler is a high-tech fighting game with remote
controls to make robots jab and punch opponents.
Jakks Pacific
Bandai America
Bandai America’s 2011 toy lineup for the Cartoon Network television fran-
chise Ben 10: Ultimate Alien includes action figures, roleplay items, vehicles, and
playsets. New items available this fall include the Ben 10 Plumber Tech Kit, Ultimate
Chest Badge, and Ultimate Ultimatrix. Bandai will relaunch a line of ThunderCats-
branded toys that includes a combination of classic collector items inspired by the origi-
nal 1980s sci-fi/sorcery series and toys that align with the look of the new ThunderCats ani-
mated series. Items available this fall include four-inch figures, eight-inch collector figures,
the Deluxe ThunderTank with four-inch figure, and the Deluxe Sword of Omens. Entering its
19th year in the U.S., the Power Rangers property is back in the hands of its original licensor Haim
Saban and Saban Brands. Bandai will launch a fall toy lineup inspired by the new Power
Rangers Samurai series, which will include Megazords that are unique to the brand. Big Ten: Ultimate Alien Plumber Tech Kit
Kids Only Cars 2 Puzzle furniture
COMPILED BY LAURIE LEAHEY AND JENNIFER LYNCH
52 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
Hasbro, Inc., and Ruckus Mobile Media
announced a strategic licensing agreement
under which the companies will col-
laborate in developing interactive
storybook applications based on
Hasbro brands across all digital
platforms. The first three chil-
dren’s storybook apps—Tonka
Chuck and Friends, My Little Pony,
and Transformers Prime—debuted in
May and feature interactive storytelling,
including title-specific activities, coloring, and read-and-record functions.
The apps will be built organically for mobile devices, weaving original sto-
rylines into overarching series themes and incorporating the latest in touch-
screen technology to keep content fresh. Ruckus Mobile Media has been
granted worldwide rights in English-speaking markets and released the
Hasbro children’s storybook apps across a variety of popular mobile plat-
forms, including Apple’s iOS and Google’s Android.
Beyblade: Metal Fusion, the boys’ animated action property from
Nelvana and d-rights, has been placed on broadcast networks in more than
45 countries. More than 100 international licensees have signed on for the
property, including Konami, Basic Fun, Tech4Kids, Top Toy, Van der Erve,
Leomil, Panini, Belltex, Ravensburger,
and Cartorama. Available categories
vary by country but include apparel,
accessories, party goods, sports equip-
ment, and home furnishings. Regional
Beyblade battle tournaments from mas-
ter toy licensee Hasbro will begin in late
summer in the U.S. Winners will be sent
to the national tournament at New York
Comic-Con on October 16.
Hasbro
Nelvana Enterprises
Clifford the Big Red Dog celebrated its 50th
anniversary with licensed product from HP, Russ
Berrie, The Canadian Group, Kidz Toyz, Zoobies,
Twisterz, Ranir, Trends International, and Hero
Nutritionals launching throughout the year. A new
DVD, Clifford the Big Red Dog: A Big Family
Musical, was released from Mills Entertainment.
I Spy celebrated its 20th anniversary with new pub-
lished releases from Scholastic, Briarpatch board games
and puzzles, Kellogg’s fruit snacks, and interactive
games for Leapster Explorer and Nintendo DS.
Other new licensed product includes The Magic
School Bus brand’s first console game, The Magic
School Bus: Oceans for Nintendo DS. There will be
new Scholastic and Little Scholastic products pro-
duced by Kids Station Toys, Kidz Toyz, Danara, and
Green Hill. There’s Word Girl-branded comics from
Kaboom Studios, Briarpatch games and puzzles, and
Twisterz educational toys. Fortune Fashions and SGI
signed on for Goosebumps-branded apparel. New
publications and branded promotions are expected
with Taco Bell for The 39 Clues.
Scholastic Media also seeks licensees for Animorphs,
FlyGuy, TurboDogs, Dear America, and Maya & Miguel.
Scholastic
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 53
Relaunched in the Henson family brands library is the children’s
series Pajanimals. The series, featuring four musical puppets, is
currently in production as a new half-hour series for the Sprout net-
work to air this October. Based on the popular Pajanimals original
musical interstitials that help kids ease into comforting bedtime rou-
tines, the series focuses on the four Pajanimals characters as they
venture out on journeys of discovery only to return to bedtime each
evening. There is currently a Pajanimals DVD (NCircle
Entertainment) available in Toys “R” Us and Babies “R” Us. The
DVD will have broad distribution in august, including through gro-
cery and drug store chains. The Jim Henson Company will contin-
ue to develop a global
licensing program for
Pajanimals with an aim to
launch new merchandise
in Q3 2012. The Jim
Henson Company will
develop products that mir-
ror the concepts of the
show in categories including toys, publishing, sleepwear, slippers,
bedding, bath, personal care, and developmental. New DVD titles,
music, and digital applications are also in development.
among the recent Dinosaur Train merchandise rollouts are the
Dinosaur Train World Tour DVD, new collectibles from Learning
Curve, MEGa Brands construction toy sets, and Uncle Milton Egg
Hatchers and Dino Poop. Last month DecoPac and Hallmark greet-
ing card and gift bag lines were introduced. Penguin and Random
House continue to release books, and The Jim Henson Company has
finalized new publishing agreements with PIL and Reader’s Digest.
The Jim Henson Company continues to build its Fraggle Rock
franchise’s licensing program. The series continues to air on The
Hub. an animated spin-off series, The Doozers, is in development.
The current Fraggle Rock licensing program includes adult T-shirts,
accessories, home décor, adult Halloween costumes, plush toys,
puppets, and more. archaia Studios Press will continue to introduce
new Fraggle Rock graphic novels in 2011, and a new line of scents,
through Black Phoenix, will also be introduced later this year.
The Jim Henson Company Nickelodeon
Nickelodeon Consumer Products (NCP) will unveil
products and new merchandising part-
ners for its new and established
properties, including Teenage
Mutant Ninja Turtles, Winx Club,
Team Umizoomi, and Victorious.
Coming off of the global licensing
success of Dora the Explorer’s 10th anniver-
sary in 2010, NCP will introduce a broad new lineup of
toys from Fisher-Price and MEGa Brands. The new products will include
Dora the Explorer-themed fashion dolls with corresponding books and
fashions, a new roleplay kitchen, construction sets, and more.
SpongeBob SquarePants is the inspiration for new toys from LEGO,
Hasbro, THQ, and Cardinal. SpongeBob-themed building sets, construc-
tion toys, and video games will be featured in the new product lineup.
Master toy licensee Spin Master and Sakar International announced toy
lines that will feature innovative Victorious products, such as fashion dolls,
playsets, and consumer electronics for fans of the show.
Leading Warner Bros. Consumer
Products’ (WBCP) portfolio of enter-
tainment properties is The Dark
Knight Rises, slated for a summer
2012 release. WBCP, DC
Entertainment, and Nick Grace of
Water Lane Productions Ltd., teamed
up to produce Batman Live—an
action-packed live stage show that
will tour arenas around the world.
Green Lantern hits theaters on
June 17 and is supported by master
toy licensee Mattel and other
licensees worldwide. Next year a new
CG series, Green Lantern: The Animated Series, will be part of
Cartoon Network’s new DC Nation programming block.
Warner Bros. Consumer Products
Pajanimals
54 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
Classic Media’s Where’s Waldo? gears up
for its 25th anniversary next year. The pop-
culture icon will be seen around the world in
publishing, mobile, apparel, stationery, and
other key categories. Ludia released the new
app Where’s Waldo? in Hollywood.
A new consumer products program will roll
out for the animated preschool series Tinga Tinga
Tales. The show, which debuted in the UK in
February 2010, launched in the U.S. on Disney
Junior earlier this year. The consumer products
program began rolling out in the UK across more
than a dozen leading categories, including toys
(Bandai as global master toy partner), publishing (Penguin Group as global
master publishing partner), apparel, games, and more. Consumer products
partners lined up for the U.S. launch of Tinga Tinga Tales include
Ravensburger (puzzles), Pressman Toy (games), and University Games
(Colorforms activity products).
Voltron, the 1980s TV series, returns as the all-new animated series
Voltron Force. It will debut in the U.S. on Nicktoons and with other key
broadcasters worldwide this year. A roster of licensees, led by Mattel and
THQ, are on board to reintroduce Voltron to a new generation. Mattel will
develop toy lines based on the classic Voltron and new Voltron Force.
THQ’s first game is scheduled for release this fall. Joining these global
partners for the U.S. launch are The Bentex Group via its Extreme
Concepts division (T-shirts/tops) and its Dreamwave division
(swimwear/sleepwear), Rubie’s Costume Company (costumes), VIZ
Media (kid’s graphic novels for Voltron Force), and Dynamic Forces (new
comic books and graphic novels for classic Voltron).
Big Idea Entertainment, a member of the Classic Media family, will
expand the licensing program for its VeggieTales brand. Big Idea recently
inked deals with several new licensing partners across key categories,
including floor and tabletop cardboard playsets from Box Creations,
GigglePOD interactive kid’s video booths from Primary Leisure Global,
and removable wall art from Brewster Home Fashions, in addition to deals
with Golden Chair for children’s furniture and DayWind for karaoke CDs.
Paramount Licensing seeks licensees worldwide for
a large roster of upcoming film releases. From
Academy Award-winning director Martin Scorsese
comes a film based on the acclaimed children’s book
and New York Times bestseller The Invention of Hugo
Cabret. The movie tells the story of an orphan boy
named Hugo who lives in the walls of a Paris train sta-
tion. A cryptic drawing, a treasured notebook, a stolen
key, and a mechanical man form the backbone of this
mystery. The Invention of Hugo Cabret is scheduled to
be in theaters November 23.
Steven Spielberg will direct The Adventures of
Tintin, the story of a daring young investigative
reporter named Tintin who, with his dog Snowy, will
stop at nothing as he solves mysteries. Produced by
Peter Jackson and based on the classic comic and char-
acters created by Belgian artist Hergé, this film features
motion-capture technology from Jackson’s company,
Weta Digital. The
Adventures of Tintin is
slated for a December
23 release. Paramount
Licensing has exclusive
merchandise rights rep-
resenting the motion
picture and has already
signed a roster of con-
sumer products and
publishing licensees tied to the film launch. Licensees
include The Noble Collection (collectibles),
Ravensburger (puzzles and games), Rubie’s (cos-
tumes), Ty, Inc. (plush), Unilever France (mustard sold
in collectible glasses), Weta/Harper Collins (artwork
book), Danilo (calendars), Nikko (remote-controlled
vehicles), and many more.
Paramount LicensingClassic Media
Voltron
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 55
Titan Magazines is a new partner for Mattel’s Barbie brand, pub-
lishing Barbie Magazine. The magazine includes stories, puzzles,
posters, do-it-yourself crafts, and free stickers in every issue.
The editorial journal from Little, Brown Books for Young Readers
reveals the secrets of the students of Monster High and prompts girls
to capture their creative inspiration while offering beauty
tips, inspirations, fashion tips, and do-it-yourself projects.
Mattel and JEM Sportswear (awake, Inc.) collaborated to
introduce a line of tween girls sportswear and fashion tees
inspired by Monster High. JEM will introduce fashion tops,
tees, tanks, and hoodies with specialty washes and silhou-
ettes, along with lace, studs, and glitter embellishments.
Partnering for the first time, Xcessory International
brings Monster High to roleplay. Xcessory International
will introduce character-specific items that let girls
dress up and roleplay as their favorite Monster High
character with pettiskirts, leg and arm warmers, wigs,
and box sets, as well as decorative storage trunks to
store the entire collection.
Blip Toys introduces Barbie and Hot Wheels
Squinkies. The brands join forces this year to
bring girls and boys a new way to play with their
favorite brands.
Barbie and Rawlings will team up to bring
Barbie-branded tee-ball bats to the field.
Singer-songwriter Jewel, in partnership
with Fisher-Price and Somerset
Entertainment, will release a new
album for children entitled The
Merry Goes ’Round. Jewel wanted to write an album for her son that
would grow with him through different stages of development—from
up-tempo songs for dancing to storytelling lyrics and songs with
good morals. The album will include more than 15 songs, featuring
four classics including “The Green Grass Grows all around” and
“My Favorite Things,” plus new songs, embracing such diverse
musical styles as bossa nova, country, folk, and Dixieland.
Mattel and Fisher-Price
This fall a new Thomas &
Friends CG-animated feature-length
movie, Day of the Diesels, will
debut on DVD (U.S.—Lionsgate
Home Entertainment) around the
world. Thomas & Friends licensees
worldwide, including Fisher-Price,
Random House, Egmont, MEGa
Bloks, and Learning Curve, will
create more than 75 tie-in products,
including books, games, engines,
playsets, apparel, bedding, and
accessories based on Day of the
Diesels. Day of the Diesels mobile
and tablet applications are scheduled for this year, as
well as e-books launching from Random House.
HIT Entertainment will announce new partners for
angelina Ballerina. a new feature DVD release, Angelina
Ballerina The Shining Star Trophy, debuts in august. New
games and puzzles are launching this year from I Can Do
That! Games. Angelina Ballerina The Musical will travel
to select cities in North america this year. HIT’s partner-
ship with the Dizzy Feet Foundation to create the
angelina Ballerina Stars of Tomorrow (aB Stars) dance
program has expanded to additional Boys & Girls Clubs
locations across the nation.
HIT Entertainment and Corus Entertainment’s
Nelvana Studio teamed up to produce 52 12-minute
episodes of Mike the Knight, a new preschool series set in
the medieval land of Glendragon. Nelvana Enterprises
will represent the series in broadcast and home entertain-
ment in Latin america and France, as well as broadcast in
the U.S., while HIT Entertainment will represent Mike the
Knight in all other territories globally. More than 20
licensees have signed on with Mike the Knight, including
Character Options as master toy licensee in the UK and
Simon & Schuster as global publishing partner.
HIT Entertainment
Thomas & Friends
Rawlings Barbie tee-ball bat
56 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
ZhuZhu Pets, the creation of St. Louis-based
firm Cepia LLC, has grown from the original
four interactive hamsters into a whole
Zhuniverse of pets and playsets. This
has led to a worldwide ZhuZhu Pets
licensing program with a wealth of mer-
chandised product entering the market and
further opportunities available for
prospective licensees. Lisle International
is the master licensing agent outside of
the Americas for ZhuZhu Pets. (Cepia handles licensing in North and
South America.) Lisle has appointed sub-licensing agents in important ter-
ritories. These sub-licensing agents include Character Licensing &
Marketing for South Africa, Stella Projects for Australia and New Zealand,
and Kidz Entertainment/EEMC for Nordics and Eastern Europe. The latest
developments for the brand include the new 72-minute 3-D, CGI-animat-
ed The Quest for Zhu to be released on DVD this year and a second movie
for 2012 called Power of Zhu.
On June 24, Disney-Pixar’s Cars 2 hits theaters,
bringing back Lightning McQueen and Mater, plus a
whole new group of characters and storylines. Disney
Consumer Products (DCP) will continue to support the
Cars franchise with new content
across media platforms, such as
new theme park attractions and
new product lines.
Starting this summer, The
Story Begins With You campaign
will kick off a series of entertain-
ment content and promotions for
the Disney Princess franchise.
From Phineas and Ferb to
Shake It Up, Disney Channel-
inspired properties will introduce
new product line assortments at
retail leading into 2012. Additionally, with the January
2012 launch of Disney Junior, Disney’s first 24-hour
cable channel focused on preschool programming,
DCP is developing licensing programs to launch mer-
chandise in conjunction with new series in fall 2012.
In 2011, the Winnie the Pooh franchise will be driv-
en at retail through a companywide effort that will
bring new focus and take Pooh back to its roots. With
the release of the Winnie the Pooh film in July, an
updated merchandise program, and a digital book
application, the franchise will offer incremental licens-
ing opportunities through the DVD window and new
programming on Disney Junior.
The Mickey Mouse franchise will thrive from added
focus through Disney Junior programming, which will
multiply the reach and frequency of this classic charac-
ter and serve up new licensing opportunities for
Mickey and friends.
Disney Consumer ProductsLisle International
Lucasfilm Ltd. and Twentieth Century Fox announced that the 3-D theatri-
cal launch of Star Wars Episode I: The Phantom Menace will be February 10,
2012. Supervised by Industrial Light & Magic, the conversion is being done
with utmost respect for the source material, and with an eye for both techno-
logical considerations and artistic intentions.
Lucasfilm Ltd.
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 57
Marvel Entertainment’s major initiatives include a licensing
and merchandising campaign to support Marvel Studios’
upcoming theatrical slate, a sequence of individual Marvel fran-
chise films culminating with the multi-character movie The
Avengers on May 4, 2012. Marvel will establish the Avengers
Assemble initiative as the tentpole franchise that will help drive
licensed product sales through 2012 and beyond. Marvel is posi-
tioning Avengers Assemble as an umbrella theme that will pro-
vide licensees and retailers the opportunity to develop integrat-
ed, long-term consumer products programs based on the indi-
vidual films and the overall story arc. With partners already on
board for portfolio-wide programs, including master toy licens-
ee Hasbro, Hallmark for social expressions, Franklin for sport-
ing goods, and Maisto for die-cast toy vehicles, Marvel is look-
ing to assemble a roster of licensees across all core categories,
as well as innovative retail and co-branded programs.
Marvel is building a comprehensive licensing and merchan-
dising program to support its slate of TV animation, highlighted
by The Super Hero Squad Show. With customized style guides
providing fresh art, Marvel continues to develop full licensing
and merchandising programs across all key categories, with
both new and existing partners, along with promotional and
retail plans to support its slate of animated series. Gazillion
Entertainment has developed a massive multiplayer online
(MMO) game based on The Super Hero Squad franchise, which
is scheduled to launch shortly. Marvel is currently looking to
secure new deals to develop merchandise based on the unique
look of the property. Marvel will be creating innovative retail
partnerships to support The Super Hero Squad franchise.
The upcoming movie slate from Sony Pictures includes
The Pirates! Band of Misfits, which tells the story of the
luxuriantly bearded Pirate Captain. With his rag-tag crew in
tow, he’ll go on a quest from the exotic shores of Blood
Island to the foggy streets of pirate-hating Victorian
London. Along the way he’ll battle a diabolical queen and
team up with a haplessly smitten young scientist, but never
lose sight of what a pirate loves best: adventure.
The 3-D, CG-animated family comedy Arthur
Christmas, an Aardman production for Sony Pictures
Animation, at last reveals the answer to every child’s ques-
tion: How does Santa deliver all those presents in one
night? The answer: Santa’s ultra-high-tech operation hid-
den beneath the North Pole.
In Hotel T, Dracula owns a hotel where the world’s
monsters—Frankenstein and his bride, the mummy, were-
wolves, zombies, gremlins, and more—can relax in a
human-free environment. But Dracula’s teenage daughter
Mavis wants to explore the world beyond the hotel.
Dracula’s plans to keep
Mavis home go horribly
wrong when a curious
young traveler named
Jonathan finds the hotel
and falls for Mavis.
The Smurfs make
their first 3-D trip to the
big screen in Columbia Pictures/Sony Pictures Animation’s
hybrid live-action and animated family comedy, The
Smurfs. When the evil wizard Gargamel chases the Smurfs
out of their village, they’re forced through a portal out of
their world and into ours, landing in the middle of New
York’s Central Park. The Smurfs must find a way to get
back to their village before Gargamel tracks them down.
Ubisoft will develop and publish a video game based on the
movie for the Wii and Nintendo DS.
Sony Pictures Consumer ProductsMarvel Entertainment
58 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
Headlining Chorion’s 2011 portfolio is animated action-adventure
series Octonauts. The preschool series airs on CBeebies (UK), TF1
(France), ABC (Australia), and Discovery Kids (Latin America), and is set
to air on Disney Junior (U.S.) next year. Fisher-Price, Chorion’s master toy
partner, will launch a new toy
range this year. With initial
rollout in the UK in August, the
line includes a range of figures,
vehicles, and playsets.
Publisher Simon & Schuster
(UK) launched initial TV tie-in
books in March, with further
titles planned for launch throughout the year.
Last year Chorion’s preschool series Gaspard and Lisa launched on
TF1 France, and it is set to air on Disney Junior (U.S.) in 2012. The series
is based on the books written and illustrated by the husband-and-wife team
of Anne Gutman and George Hallensleben, which are published by
Hachette Jeunesse. Chorion is currently developing the consumer products
program for the U.S., France, and other international markets, following a
successful licensing campaign in Japan.
The Wildflower Group will develop a
licensing and merchandising program for
Cut the Rope, the physics-based app game.
The Wildflower Group is in discussions
with potential licensees for a variety of cat-
egories. Commonwealth Toy & Novelty
will produce soft/plush toys and acces-
sories, PVC toys and accessories, activity
sets, room décor, and balls. Changes placed
T-shirts, sweatshirts, fashion tops, and track
jackets for kids, teens, young adults, and
adults at retail nationwide.
The Wildflower Group
Chorion
Cut the Rope
Gaspard and Lisa
Sakar International announced a licensing agreement to create
branded youth electronics featuring Heathcliff, the 1970s comic-
strip cat. The property is managed by FitzRoy Media. Heathcliff
digital products and accessories, including earbuds, headphones,
flash drives, cameras, cases, and sleeves for portable devices, are
scheduled to be in stores in Q1 2012.
Maxx The Sock Monkey, created by Street Players Holding
Corporation, will be on branded youth electronics under a
license agreement
between Street
Players and Sakar
International. Two
dozen Sakar SKUs
ranging from mold-
ed monkey-shaped
earbuds and fuzzy headphones to computer accessories, cases,
and cameras are scheduled for early 2012 release.
Sakar International
New Richard Scarry’s Busytown products
include a toy line from master toy
licensee The Bridge Direct this fall and
the Eye Found It! board game
and the Busy, Busy Airport
Game from The
Wonderforge’s I Can
Do That! Games divi-
sion. Copyright Promotions Licensing Group (CPLG) renewed
its year-long partnership with AAA and Richard Scarry’s
Busytown to continue promoting child passenger safety. Koba
Entertainment will launch a live Busytown stage show this fall.
CPLG expanded the Strawberry Shortcake licensing pro-
gram. Licensees include Candyrific, McSteven’s, Vita Food
Products, DecoPac Pizza Prints, Dr. Fresh, and Added Extras.
Copyright Promotions Licensing Group
part of theBusytown
Play Systemfrom The
BridgeDirect
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 59
MGA Entertainment granted Activision Publishing, Inc., the exclusive
worldwide rights to develop, manufacture, and distribute video games based on
the Lalaloopsy brand and characters. The agreement covers entertainment soft-
ware products across multiple platforms such as handheld, console, and con-
nected platforms, as well as PC and mobile devices. The new Lalaloopsy video
games are expected to debut this holiday.
MGA Entertainment
Ludorum continues to
expand the global licensing
program for Chuggington. A
comprehensive U.S. con-
sumer products program
will begin to roll out this
year. Twenty-five partners
have come aboard, includ-
ing Hallmark, Crayola, MEGA Brands, Freeze, Hedstrom, and more.
Just one product example from licensee Learning Curve is the
Chuggington Interactive Railway All Around Chuggington Set. Featuring
spiral elevation and 60 pieces, this set has a three-foot layout and three
interactive train stops: a loading yard, a tower platform, and a roundhouse
with interactive Vee figure. It also includes an interactive Wilson engine,
hopper car, and six pieces of cargo. Vee and Wilson recognize and react
with other Chuggington Interactive engines and train stops. The set features
more than 250 sounds and phrases when used with other Chuggington
Interactive products. It is for ages 3 and up.
Ludorum
Headlining the product slate for FremantleMedia
Enterprises (FME) are
global brands The X
Factor, Idols, Got Talent,
and Rebecca Bonbon.
The X Factor airs in 20
territories, and the U.S.
version will air this fall.
Got Talent airs in 42 ter-
ritories, and Idols is
broadcast in 44 territo-
ries. Rebecca Bonbon continues to grow with new mer-
chandising deals across Europe and Asia Pacific.
FME’s Children’s & Family Entertainment division
brings a slate of global licensing opportunities, includ-
ing the boys’ action/adventure animated series
Monsuno (a joint venture between FME, Dentsu, and
Jakks Pacific launching later this year), tween
horror/comedy My Babysitter’s a Vampire, Tree Fu
Tom, and The Aquabats Super Show, a hybrid of con-
cert footage, live-action skits, and animation featuring
the popular rock band from the producers of Yo Gabba
Gabba. FME’s development deal with Terri, Bindi, and
Robert Irwin and the Australia Zoo continues to gener-
ate excitement in the kids space.
The FME Americas licensing team represents a
range of brands including American Idol, which cele-
brated its 10th anniversary last month. The team will
showcase Rebecca Bonbon, which continues to grow in
North America with the recent announcement of
Jennette McCurdy, teen star of Nickelodeon’s iCarly,
as spokesperson.
FME Americas will also focus on its portfolio of game
shows including The Price is Right, Family Feud, Hole in
the Wall, Let’s Make A Deal, and Press Your Luck. FME
continues to grow these classic favorites with new audi-
ences on new media platforms.
FremantleMedia Enterprises
60 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
Big Tent Entertainment expands its licensing program for
Domo, bringing on board new licensees this year. The renewal
deals for the property include Concept One and Dark Horse
Comics, as well as new licensees Abrams (calendars, books),
Advanced Graphics (cardboard standees, wall jammers),
Classic Imports (home décor), Elope (costumes), Gramify
(mobile voice greetings), Hori (video game accessories),
License2Play (plush, novelty items, and select games), MTC
Marketing (outerwear), PS
Brands (fashion accessories),
Coveroo (laser engravings),
and Music Skins (mobile
accessories). In addition,
Domo can be found in the
Facebook game Planet Domo
and on the iPhone. A line of
Domo-inspired virtual goods
are available on the WeeMee
Avatar Creator app from
Virtual Greats. Big Tent will continue to expand the Domo
licensing program in fashion, video games, casual games, elec-
tronics, and home décor. Internationally, Domo has programs in
Mexico, the UK, and Australia/New Zealand. For the back-to-
school season in Mexico, Best Trading and Musul signed on for
school supplies. The UK’s Forbidden Planet will run a Domo
promotion in its stores. Stella Projects and Jay Jays are two
licensees for Australia/New Zealand.
Through PixFusion’s patented photo-personalized video tech-
nology, internet users can digitize themselves into a wide range of
branded online content by simply uploading their own personal
photos. Companies such as Mindspark, Pep Boys, and JibJab are
already utilizing the PixFusion technology to promote their brands.
Big Tent and PixFusion teamed up with comic strips Garfield and
Dilbert to launch fully animated and personalized comic strips that
enable fans to star alongside their favorite characters.
The Joester Loria Group represents kids’ properties,
including Pinkalicious. The Pinkalicious consumer
products program continues to expand with dress-up,
dolls, apparel, bikes, games, puzzles, and more. New
products include paper party goods, fash-
ion accessories, bedding and room
décor from Franco, and interactive
games from Gamemill.
Baby Genius announced a new
global master toy partnership with
Jakks Pacific’s Tollytots to develop and
market preschool music-based elec-
tronic and classic toys. The line, slat-
ed to launch in fall 2012, will be
introduced at the Fall Toy Preview in
October. Other new licensed products
include mobile apps and e-books.
The Joester Loria GroupBig Tent Entertainment
Fox Consumer Products helps The Simpsons cele-
brate its 500th episode this year, while Family Guy will
celebrate its 10th anniversary. On the big
screen, Alvin and the Chipmunks are
Chipwrecked, Scrat triggers a world-
changing cataclysm in Ice Age:
Continental Drift, and from Blue Sky
Studios comes an all-new ani-
mated tale called Leaf Men. Tim
Burton presents the 3-D
action-thriller Abraham
Lincoln: Vampire Hunter,
and Ridley Scott helms the
epic sci-fi film Prometheus.
Fox Consumer Products
TheSimpsons
Pinkalicious
62 TOYS & FAMILY ENTERTAINMENT JUNE 2011
LICENSING SHOW 2011
Discovery Communications
and its licensing agent, The
Joester Loria Group (TJLG),
plan to broaden the already
existing pet and lifestyle pro-
grams for Animal Planet and
develop new merchandising programs that enable individuals to
integrate their love of animals into their everyday lives. Some of
the core focus areas for the Animal Planet licensing program over
the next year will be publishing, building upon major deals
signed recently including a 30-title book series with Kingfisher
(MacMillan Publishing). The first Animal Planet Baby products
will debut at retail this year.
As part of the re-launch of DiscoveryKids.com, Discovery
Kids will unveil an array of gaming initiatives that tie into the
brand’s “explore the world around you” theme. The new online
offerings follow on the heels of Seek Your Own Proof, Discovery
Kids’ first online community and game that engages kids in
investigating history and science as secret agents through online
and real world missions. Expanding on the activities featured in
the online version of the game, Discovery Kids launched two
iPhone applications this spring—Discovery Kids: Agent Arcade
and Discovery Kids: Field Missions. This year, Big Tent
Entertainment is also expanding the Discovery Kids brand into
the home textiles category with licensees Franco Manufacturing
and Cosrich Group, Inc. Franco Manufacturing has signed on to
create rugs, draperies, blankets, bath and beach towels, throw
blankets, and vinyl placemats inspired by the brand, while
Cosrich will release a line of bath activity products including
soap, body wash, bubble bath, shampoo, bath crayons, sponges,
stone paper sheets, fizzing bath rocks, and foam pieces for kids
using eco-friendly materials and packaging. Big Tent is looking
to expand the licensing program for Discovery Kids in the fol-
lowing categories: video game and MMO, electronics, apparel,
home décor, outdoor sport, food, and promotional partnerships.
Tamra Knepfer’s TK Brand Group, which opened in April,
offers brand management expertise, specializing in licensing
and brand marketing servic-
es for entertainment and
character properties, corpo-
rate brands, and fashion, art,
and lifestyle programs.
TK Brand Group has
quickly amassed a roster of
clients. It has been named
the worldwide licensing
agent of record for the toy
collectible with online game SqwishLand. TK Brand Group is
building the foundation for the SqwishLand licensing pro-
gram, securing licensees in plush, toys and games, video
games, and key softline categories.
TK Brand GroupDiscovery Communications
SqwishLandcollectible toys
CBS Consumer Products expanded the Star Trek brand’s
interactive gaming platforms with last year’s launch of the
Star Trek Online MMO, IGT’s new online casino slots, and an
upcoming free-to-play browser game from Gameforge all
leading up to the JJ Abrams’ Star Trek sequel, which will hit
theaters in summer 2012. PPW Toys will introduce the first
Mr. Potato Head toy line based on the most popular characters
from the original series and The Next Generation. Titan
Merchandise will create busts based on characters from all
eras of Star Trek. Bandai will offer card deck-building games
based on the original series and The Next Generation.
USAopoly brings Star Trek to the classic game of Monopoly
with Klingon Monopoly. Mighty Fine will create a line of knit
tops, T-shirts, hoodies, and fleece. Pez Candy will release a
Pez collector’s set next year to celebrate the 25th anniversary
of The Next Generation.
CBS Consumer Products
JUNE 2011 TOYS & FAMILY ENTERTAINMENT 63
New this year for Strawberry Shortcake is the second season of
Berry Bitty Adventures. Copyright Promotions Licensing Group
(CPLG), licensing arm to Cookie Jar Entertainment, continues to
work with American Greetings as the global licensing agent for
Strawberry Shortcake.
There are nearly 500
licensees worldwide,
including global licensing
partners Hasbro and Fox
Home Entertainment.
Since their introduction
as characters on a line of
greeting cards, Twisted
Whiskers has been
brought to life through a
television series on The
Hub. The wacky CGI-animated cartoon features dogs, cats, and other
animals in ridiculous and absurd situations. There is always a “twist”
at the end of every episode.
American Greetings Properties
Zinkia Entertainment
continues to build Pocoyo
on a global scale with new
strategic partnerships, new
product lines, new content,
digital expansion, and
strategic marketing cam-
paigns. Pocoyo is the newly
announced Global Kids
Ambassador for the World Wildlife Fund’s Earth Hour Beyond
the Hour 2011 campaign. Bandai America, master toy partner in
the U.S., debuted a line of toys at Toys “R” Us, including
SwiggleTraks, a colorful, flexible racetrack. SwiggleWheels are
motorized vehicles that run on the SwiggleTraks. Also new are
DVD releases from NCircle Entertainment and soon-to-be-
announced key publishing and apparel licensees. Advance plans
for the U.S. for 2012 and 2013 include new SKUs from Bandai
America, the release of the video game Pocoyo Circuits, and the
Pocoyo theatrical 3-D feature release.
Zinkia Entertainment
Cartoon Network Enterprises’ (CNE) Ben 10 franchise is in its
sixth year. New details will be announced
regarding the next chapter in the ani-
mated TV series, brand partnerships and
extensions, and international initiatives.
CNE will highlight Spin Master’s
portfolio of brands, led by the new
Redakai 3-D trading card game and girls’
collectible toy Zoobles. With the Redakai
game launch and animated series set to
debut later this year, CNE will meet with partners to discuss strat-
egy and timing behind the consumer product rollout. CNE will
also announce partners in apparel and back-to-school. For
Zoobles, CNE is actively meeting with partners to extend the
brand into a range of consumer products categories.
Cartoon Network Enterprises
a Redakaicard
Striker Entertainment/Most Management is handling North
American licensing for Rovio’s Angry Birds, the No. 1-selling
app, with a roster of licensees that includes Mattel, Trends
International, Fifth Sun, CSS Paper Magic, and Commonwealth
Toys. Striker Entertainment/Most Management is also working
on the licensing program for Summit Entertainment’s Twilight
Saga: Breaking Dawn Parts 1 & 2.
Striker Entertainment
Pocoyo toys
64 TOYS & FAMILY ENTERTAINMENT JUNE 2011
YOU’
REHI
RED
the uniteD states Playing carD co.marc hill, PresiDent
Jarden branded consumables announced that marc hill joined the
Jarden family as president of the united states Playing card company
(usPc). hill brings 20 years of leadership experience in sales and market-
ing to this role. he most recently served as cmo of freedom group, a glob-
al manufacturer of firearms, ammunition, and related products. Prior to this,
hill held various senior leadership roles with a variety of consumer brand
companies, both in the u.s. and globally.
imPerial toy
genna rosenberg,
executive vice-PresiDent, strategic marKeting,
communications, anD business DeveloPment
imperial toy hired genna rosenberg as executive vice-president, strate-
gic marketing, communications, and business development. rosenberg
served most recently as senior vice-president of communications, investor
relations, and philanthropy for Jakks Pacific. Prior to joining Jakks,
rosenberg was employed by sharpe Pr & marketing and also ran her own
company, gennaration Public relations and marketing.
reeves international
michelle Winfrey, branD manager
michelle Winfrey joined reeves international as brand
manager for reeves’ specialty toy lines. Winfrey will be
responsible for the overall business management of these
lines including marketing, merchandising, sales leader-
ship, and the overall growth of the specialty toy lines with-
in the u.s. market.
Previously, Winfrey was marketing and compliance man-
ager for Playmobil usa. she is a member of the toy industry
association’s marketing to children committee. in addition
to her toy industry experience, Winfrey is a published author
of four books, the latest of which is A Mom’s Guide to
Surviving High School Athletics. Debmar-mercury
Doyle & Kramer, Promotions
Debmar-mercury named Darren Doyle and Jim Kramer to the newly
elevated posts of senior vice-president, sales, on the east and West
coasts, respectively.
Kramer, who previously served as vice-president, sales for Debmar-
mercury since 2006, will represent Debmar-mercury throughout the
Western u.s. Doyle, who previously served as vice-president, sales for
the company since 2007, will handle the eastern u.s.
at Debmar-mercury, Kramer and Doyle have helped launch The
Wendy Williams Show, House of Payne, Meet the Browns, and the forth-
coming The Jeremy Kyle Show.
Industry-Related Trade Shows
66 TOYS & FAMILY ENTERTAINMENT JUNE 2011
Calendar
ofevents
ROYALTIE$ BRAND SHOWCASE
JULY 26THE ALTMAN BUILDING, NEW YORK CITY
WWW.ANBMEDIA.COM
TIME TO PLAY FALL SHOWCASE
SEPTEMBER 27THE ALTMAN BUILDING, NEW YORK CITY
WWW.TIMETOPLAYMAG.COM
TIA FALL TOY PREVIEW 2011OCTOBER 4–6
DALLAS MARKET CENTER, DALLAS
WWW.TOYASSOCIATION.ORG
TOY FAIR 2012FEBRUARY 12–15;
JACOB JAVITS CONVENTION CENTER, NEW YORK CITY
WWW.TOYASSOCIATION.ORG
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
28–30 OASIS Gift Show oasis.org Phoenix Convention Center Phoenix
30–31 Indy Baby & Toddler Expo bebepaluzza.com Renaissance Schaumburg Convention Center Chicago
August5–9 Minneapolis Mart Gift, Home & Acc. Show mlpsgiftsmart.com Minneapolis Mart Showroom Minnetonka, Minn.
6–10 Reed Gift Fairs reedgiftfairs.com Melbourne Convention & Exhibition Centre Melbourne, Australia
13–18 New York International Gift Fair nyigf.com Jacob Javits Convention Center New York City
september23–26 ABC Kids Expo theabcshow.com Kentucky Exposition Center Louisville, Ky.
27 time to Play Fall ShowcaSe timetoPlaymag.com the altman Building new yoRk city
OctOber1–2 MIPJunior mipworld.com Palais des Festivals Cannes, France
3–6 MIPCOM mipworld.com Palais des Festivals Cannes, France
4–6 Fall Toy Preview toyassociation.org Dallas Market Center Dallas
4–6 G2E globalgamingexpo.com Sands Expo & Convention Center Las Vegas
20–23 iHobby Expo ihobbyexpo.com Donald E. Stephens Convention Center Rosemont, Ill.
NOvember17–18 Toy & Game Inventor Conference tagie.net Navy Pier Chicago
19–20 Chicago Toy & Game Fair chitag.com Navy Pier Chicago
December4–7 Grand Strand Gift & Resort Show grandstrandgiftshow.com Myrtle Beach Convention Center Myrtle Beach, S.C.
5–10 International Halloween Show hiaonline.com TBA New York City