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May/June 2018, Vol. 13, No. 2

Shop Talk: Mastermind Toysâ&#x20AC;&#x2122; Jon Levy chats with TFE about the growth of the Canadian toy retailer

pg. 22

Game On:

The Share-Ability Factor

ASTRA 2018

Miniature, Diverse, & Nurturing

pg. 61

contents | 06/18 Volume 13, No. 2

Features

Departments

Observations & Opinions

Trending

Industry News

Industry Forum: The Toy Association

Industry Forum: John Brady

Industry Forum: Design Edge

Industry Forum: Women in Toys

Industry Forum: ASTRA

You’re Hired

Calendar of Events

Shop Talk: Masterminds Toys by Jennifer Lynch

Game On: How Social Media Boosts Sales, Exposure by Pearly Huang

Dolls: Miniature, Diverse and Nurturing by Elaine Andrus

Jim Becker’s Legacy Lives on in Becker Associates by Christopher Byrne

ASTRA Marketplace & Academy Preview compiled by Jennifer Lynch

Toy Genius: NJ Toy Shop Brings In-Store Experience Online by Jennifer Lynch

Real ID: Countering Counterfeiting in the Toy Aisles by Jennifer Lynch

Licensing Features

On this Page

62 Hasbro: Building a Brand Blueprint for the Future by Jennifer Lynch

66 Brand Profile: Fingerlings

PlaSmart’s Watermelon Ball JR; BuzzFeed’s Walmart exclusive line of Tasty cookware

by Jennifer Lynch

68 BuzzFeed’s New Biz Plan Cooks Up Success by Jennifer Lynch

70 Licensing Expo 2018 Preview compiled by Jennifer Lynch

page 61

On the Cover TFE covEr: Hasbro’s Speak Out Showdown dEsignEd by JEnniFEr Lynch TFE LicEnsing covEr: Licensing Expo Costume Character Parade image dEsignEd by JEnniFEr Lynch

TFE OBSERVATIONS & Opinions aNbMedia.coM

Loss of TRU=End of Toy Industry?

ardly. As much as the mass media has played up the toy industry’s demise as a result of the Toys “R” Us (TRU) liquidation, in part to get views or clicks, it just won’t be the case. There will certainly be some shortterm pain for long-time gain, in this writer’s opinion, but the TRU liquidation needs to be looked at less as a burden and more as an opportunity. 2018 will be a year of change. For years, manufacturers have complained about how difficult, and frustrating, it was to do business with TRU. From discounts due to damaged goods, to mark-down money, to product not making it from the warehouse to the sales floor, the Bob Glaser, Publisher complaints kept coming. Now these same complainers have a new complaint: To whom, and how, are we going to sell our toys now that TRU is gone? The answer isn’t that complicated. It’s the same consumers they’ve always had, only now it’s just through different distribution channels. When TRU liquidated, it was the fourth largest toy seller, seated behind Walmart, Target, and Amazon—all of which are alive and well. When TRU liquidated, FAO Schwarz already announced its returns to New York City with a new flagship location in Rockefeller Center and shop-in-shops in other leading retailers nationwide; Canadian specialty toy retailer Mastermind Toys was already speeding up its expansion throughout Canada (see page 22); and Party City had already made moves indicating its plans to step more heavily into toy sales, such as by hiring a former TRU vice-president. In addition, stores such as Five Below, Best Buy, and Kohl’s have all been expanding their toy businesses for several years now. The owner of the KB name also spoke of a possible return via pop-up shops. Some may be reading this right now at the ASTRA Marketplace & Academy (see page 34)— my personal favorite annual toy show—and if time is any indication, ASTRA members stand as proof that when shopping offline, the in-store experience matters. Would all these retailers be thinking about opening new stores or expanding their product selection if the toy consumer wasn’t there? Of course not. Same goes for the licensing of these toy properties for those reading this coverage from Licensing Expo (see page 61). Smart business people see an opportunity and are willing to take a calculated risk. As long as children continue to demand the newest and greatest toys and characters to play with, and caregivers continue to seek out those products to create lifelong memories, just as their forebearers did for them, the toy industry will go on. The demise of the toy industry? Hardly!

May/June 2018 • VoluMe 13, no. 2 Publisher BoB Glaser BoB@TTPM.coM AssociAte Publisher andy Krinner andy@TTPM.coM NAtioNAl AdvertisiNg director donna Moore donna@TTPM.coM AdvertisiNg MANAger KiM anThony Jones KiManThony@TTPM.coM coNtroller Mary GroGan Mary@TTPM.coM editor iN chief JiM silVer JiM@TTPM.coM editoriAl & creAtive MANAger Jennifer lynch Jennifer@TTPM.coM Web develoPer Brendan sanaBria Brendan@TTPM.coM coNtributors elaine andrus; John Brady; KrisTin Morency GoldMan; Pearly huanG; KiMBerly Mosley; and MaTT nuccio iNterested iN A subscriPtioN? conTacT Mary GroGan aT Mary@TTPM.coM

ANb MediA, iNc. 229 WesT 28Th sTreeT, suiTe 401, neW yorK, ny 10001 Phone: (646) 763–8710 • fax: (646) 763–8727

Toys & Family EnTErTainmEnT (TFE) is published three times per year by aNb Media. Copyright 2018 aNb Media. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photography, recording, or any information storage and retrieval system, without written permission from the publisher. Printed in the U.S.A. Toys & faMily enTerTainMenT, Tfe licensinG (forMerly royalTie$), and sPecialTy eMPoriuM are registered trademarks of aNb Media. Opinions and comments expressed in this publication by editors, contributing writers, or solicited or unsolicited documents are not necessarily those of management.

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CMY

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What’s Trending? These trending lists are based on aNb Media’s consumer website, TTPM.coM. TTPM’s ToP Trending LisTs are generated by the number of views for that item across toy, baby, and pet categories. Here are the lists, in alphabetical order, as of May 3.

TOP 10 Trending Toys Avengers: Infinity War Hero Vision Iron Man A/R Experience Hasbro

The Incredibles 2 Action Figures Jakks Pacific

Jurassic World Super Colossal Tyrannosaurus Rex (1)

TOP 5 Baby Products Essentials by Britax Allegiance Car Seat (2)

Mattel

Britax

Jumanji

Advanced Anti-Colic Bottle

Cardinal

Tommee Tippee

L.O.L. Surprise! 7 Layers of Fun! The Game

Kick ‘n Play Musical Bouncer

Cardinal

Mecard Deluxe Figures Mattel

Nerf Glowstrike Star Wars Qi’ra Blaster Hasbro

Nickelodeon Slime Super Slime Studio Cra-Z-Art

Pikmi Pops! Jumbo Pop Moose Toys

Watermelon Smash Yulu

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Fisher-Price

Zippy Light Stroller Inglesina

TOP 5 Pet Products

Rino Nasal Aspirator

Jackson Galaxy Space Station

Bbluv

Petmate

Slow Feeder Dog Bowl BeOneBreed

Torus Pet Water Bowl 2L Heyrex

Zippy Burrows (3) ZippyPaws

ThinKat Interactive Cat Feeder Aikiou

CMY

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HERE’S A RECAP OF INDUSTRY HEADLINES • For more up-to-date news, visit aNbMedia.com • Sign up to receive FREE News Alerts on aNbMedia.com

Hasbro Acquires Power Rangers, Other Saban Brands in $522 Million Deal Hasbro and Saban Properties have signed a definitive agreement for Hasbro to purchase Saban’s Power Rangers and several other entertainment brands, including My Pet Monster, Popples, Julius Jr., Luna Petunia, Treehouse Detectives and others, in a combination of cash and stock valued at $522 million. Created by Haim Saban and launched in 1993, Mighty Morphin Power Rangers is one of the longest running kids’ live-action series in television history with nearly 900 episodes produced to date. The TV series, currently in its 25th season with Power Rangers Super Ninja Steel, and feature films, including 2017’s movie with Lionsgate, follows the adventures of a group of ordinary teens who morph into superheroes and save the world from evil. Saban’s Power Rangers currently airs in 150 markets around the world and is translated into numerous languages. The first set of products from Hasbro will be available in spring 2019. Hasbro previously paid Saban Brands $22.25 million pursuant to the Power Rangers master toy license agreement, announced by the parties in February, that was scheduled to begin in 2019. Those amounts are being credited against the purchase price. Under the terms of the purchase agreement, Hasbro will pay an additional $229.75 million in cash and will issue $270 million worth of Hasbro common stock for the Power Rangers brand and several other entertainment brands. The agreement includes all related intellectual property, category rights, and content libraries owned by Saban Properties and its affiliates. The transaction is subject to a number of customary closing conditions, including obtaining required regulatory approvals, and is expected to close during the second quarter of 2018. The transaction, including intangible amortization expense, is not expected to have a material impact on Hasbro’s 2018 results of operations. J.P. Morgan Securities LLC is serving as financial advisor to Hasbro.

The Fred Rogers Company Rebrands

The Fred Rogers Company has rebranded to Fred Rogers Productions. The change is designed to better reflect the company’s expanding catalog of programs, which today encompasses multiplatform PBS KIDS series such as Daniel Tiger’s Neighborhood, Peg + Cat, and Odd Squad as well as popular apps, games, and more. Along with the new name is a refreshed logo featuring an image of Daniel Tiger to more clearly connect the company with its signature property. The rebrand was done in partnership with The Possibility Shop and SJI Associates.

Peanuts Names CPLG Licensing Agent for Turkey, Greece

Peanuts Worldwide appointed CPLG the licensing agent for Snoopy, Charlie Brown and the rest of the Peanuts gang in Greece and Turkey. The newly signed territories expand on CPLG’s existing representation of the Peanuts brand in the UK, France, Spain, Portugal and the Middle East. CPLG will oversee Peanuts’ licensing presence in these territories across a range of consumer products, including apparel, toys, food & beverage and publishing. Both CPLG and Peanuts Worldwide are subsidiaries of DHX Media.

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TTPM Reveals its Most Wanted List for Summer 2018, Spring Showcase Recap

Media and attendees gathered for the TTPM Spring Showcase on April 26 in New York City, revealing the 13 hot toys that made our Most Wanted Summer Toy List. The TTPM Holiday Showcase takes place on September 28. For more information on how to participate in the next event and reach key media, contact Bob Glaser at bob@ttpm.com, Donna Moore at donna@ttpm.com, or Kim Anthony Jones at kimanthony@ttpm.com.

Yulu demoed its Watermelon Smash.

Attendees got slimed with Jakks Pacific’s Nickelodeon Slime Automatic Slime Drencher.

Just Play’s “money booth” drew crowds waiting to play inside.

Attendees competed to earn the highest score in Moose Toys’ Flip Slide game.

The TTPM Baby Shop made its debut at the TTPM Spring Showcase, featuring leading juvenile product companies that allowed guests to put their toys and essential baby gear to the test, such as this SkipHop activity center.

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INDUSTRY FORUM TOY ASSOCIATION

Toy Association Events Tackle Evolving Retail and Consumer Landscape

Kristin Morency GoldMan

n addition to providing toy companies with the information and tools they need to overcome immediate challenges—such as the Toys “R” Us bankruptcy and liquidation—The Toy Association is focused on the future. How will the toy industry look in the next five to 10 years? How can companies tackle an ever-changing toy retail marketplace? To what degree will the explosion of e-commerce and urban growth impact toy companies? And how does e-commerce impact supply chain logistics? These and other questions are tackled at events for Toy Association members and industry stakeholders: • The annual Summer Business Conference (June 11 to 12 in Seattle, WA) is tailored to credit, finance, and operations managers of Toy Association member manufacturing companies participating in the Credit Interchange Program. Participants will receive immediate updates on the status of current affairs in the retail industry delivered by top analysts, bankruptcy attorneys, and leading retail partners. This year, the conference is hosted by Amazon, and will include a tour of the Amazon fulfillment center; an overview of Amazon toys and the retailer’s long-term supply chain goals; a working lunch with Amazon staff; and sessions on e-commerce in relation to urban growth and supply chain logistics. The usual sessions will also be held, covering credit risk analysis, current challenges of the credit and collection environment, import surveillance updates from the Consumer Product Safety Commission and U.S. Customs and Border Protection, as well as a “beyond credit” workshop for senior finance and operations executives. • The recently-held PlayCon (May 8–9 in San Francisco), provided play professionals with critical insights into industry growth drivers, category and entertainment trends, cutting edge ideas on tech and integrated play, and global toy market reviews.

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An Open Forum—free and open to all industry professionals, regardless of whether or not they registered for PlayCon—took place prior to the conference’s official opening. The forum shared tips for succeeding over bankruptcies, as well as insight into retail disruption and an ever-changing marketplace. Additionally, the first in a series of Toy Association-commissioned studies by ProdigyWorks was unveiled during PlayCon. Titled “The Future Toy Consumer and Toy Retail Ecosystem,” the report sheds light on the future toy consumer, the new retail environment, harnessing tech advancements to enhance toys, aligning toys with social-minded values, and strategies for creating products and marketing plans that neutralize gender. Two additional ProdigyWorks studies will be rolled out over the coming months, tackling opportunities, challenges, and trends impacting the future of toys, with the ultimate goal of helping members develop and launch new product, accelerate innovation, and solve complex business problems. “As the rapidly shifting retail landscape and consumer behavior continue to impact toymakers, The Toy Association remains committed to providing members with the resources they need for business growth,” said Steve Pasierb, president & CEO of The Toy Association. “These are challenging times that are also ripe with possibility for those willing to step forward. Just as our suite of resources is designed to protect and promote member businesses, our events are designed to feed the minds of individuals –from understanding emerging trends and strengthening consumer relationships, to diversifying distribution channels and fueling creativity and inspiration.” Kristin Morency Goldman is the senior communications specialist for The Toy Association. She can be reached at kmorency@toyassocation.org.

INDUSTRY FORUM INVENIAM CAPTIAL

Experience: There is No Substitute John Brady

s a consultant with more than 30 years of consumer products industry experience, there’s a trend I’m seeing in multiple leisure-time consumer products business segments. That is, the changing face of newcomers. Full disclaimer: my business often benefits from newcomers. Sometimes I’m called in to help clarify their vision, to connect them with strategic suppliers, or to work on a roadmap that helps them achieve their goals. Toys, JP, consumer electronics, sporting goods—virtually every category of consumer products with which I’m familiar, has room for new players; especially if they bring new innovation with them. The problem arises if these newcomers are also new to business in general. Not very long ago I was helping a client who developed a new craft category. The client hoped I could advise on how to price the products and help bring them to market…literally. They didn’t understand all that is involved in taking products from the factory loading dock and making the trip to the U.S., never mind doing it efficiently and quickly. They didn’t know how to do it at all. They’d never done it before. How do you price your products when you don’t know what it costs to get them here? And what about testing, customs, and all the rest? Or how about the management team that asked me to help set realistic budgets, because its marketing expenditures for the prior year had been double topline sales, and carryover inventory was about half that of total sales? When you’ve never been responsible for budgets, profits or cash flow, you may have no sensitivity – or insights – as to how to manage them until it’s too late. In the past, the only people you saw striking out on their own were industry veterans who’d devoted years in mid-to-upper management at a mid-size or big company – places where they’d learned structure and processes. There they’d been trained on management, of people, of projects, of planning, of resources, budgeting, the nuts and bolts of product development, supply chain, sales, and marketing. Today, things are different. People with an idea and some funding set up a prototype and declare themselves open for business. They disregard the years of experience they don’t have, or discount the need for it. I counseled a company in the personal grooming business who wanted to break out of regional specialty retail and launch onto the national stage. During our first meeting I realized that I couldn’t take any fore-knowledge for granted. Years ago, if a person in the industry said TLP, LC, FOB or P/L, net margin, below the line, credits or accruals—any number of terms we use

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every day—everyone got the gist. There may be a few internal acronyms or slangy abbreviations peculiar to a given team, but most everything was universally understood because of the co-mingling and cross-pollination of experience throughout the industry. Now, I must develop a glossary of terms when first meeting a client. What do they know and what do they call it? Most importantly, what don’t they know? Who don’t they know? How jury-rigged are their processes and how many extra steps do they go through just because they developed their how-to’s in a vacuum? A while back, I worked with a company that was 10 years old. No one in management had been in the business prior, and the board of directors had recruited one (just one) industry veteran to help guide the new direction. Meeting with him and the CEO, we began by discussing people we knew in common and the current state of the business. After a few minutes of shop talk, the CEO said, “It’s as if you two were speaking a different language. I don’t have any idea what you’re talking about.” That helped to explain their current situation. They didn’t know just how much they didn’t know. Take, for instance, the term ‘marketing.’ We know it doesn’t mean ‘sales,’ and it isn’t just the back half of the new product cycle or a social media technician. Years back, a marketing manager at Proctor & Gamble described a product manager as the CEO of his product line; having total responsibility over every aspect of the line—profitability, innovation, sales, marketing, inventory, planning, schedules, pricing, everything. How can one act as CEO when he has no prior exposure to any of the disciplines involved in bringing a product to market? The most important insight I have for newcomers is that one product does not a company make. No matter how good your first great idea, if you intend to compete in this—or any other industry segment—a single product cannot sustain your sales for long or provide the long-term growth and security your company needs to succeed. Product is king, and diversification is how you grow your company. In this business the product development cycle never stops and the demand for innovation is constant. Sometimes it can be exhausting or even overwhelming, but those of us who’ve been in this game for awhile get it. And once you do, you’ve learned one of this business’ greatest lessons, and you’re on your way to becoming experienced. John W. Brady, of Inveniam Capital Partners, is a business consultant specializing in children’s consumer products. He can be reached at jbrady@inveniam.capital.

INDUSTRY FORUM DESIGN EDGE

Ch Ch Ch Changes by

Matthew Nuccio

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THE DESIGNER’S PERSPECTIVE

irst one of my favorite musicians David Bowie, now Toys “R” Us (TRU). In Bowie’s song “Changes,” he makes it clear the only thing certain about anything is that it will change—Turn and face the strange, Ch-Ch-Ch-Changes—and what we are facing now in the toy industry are big changes. Since I began in this industry, the collapse of TRU always seemed imminent, and it’s loss would spell disaster. Rarely was there a time in the last two decades when there was a feeling of security when dealing with TRU. Every business move it made—from halting sales of diapers that drew in customers to changing its interior layouts that made shopping more confusing, to resisting the idea that TRU and Babies “R” Us be a one-stop location, to its poor customer service record to its late-to-the-game haphazard business model for internet sales— always ended in too little, too late. Investors that were brought in tended to be deemed White Knights who either took the position that “The parts may be of more value than the sum” or chased grails by buying FAO Schwarz, adding a tourist trap store at Times Square, and transplanting its adequate offices to a “Campus’ that could hold the Pentagon. The writing was on the wall for years and, alas, changes finally came. Many industry comrades state that TRU’s demise symbolizes the end of the Great Toy Retail Chains and will greatly affect the overall industry’s health. But what does that mean when you add up all the big toy retailers who have left their toy bones in the graveyard of history? It begins to put perspective on TRU’s

demise when you consider how many major retailers in toy sales that are now either non-existent or mainly out of toys. Sears (once considered the king of toy sales), J.C. Penney, McCrory, Woolworth, W.T. Grant, Child World, McClellan’s, Zainy Brainy, Noodle Kidoodle, KB Toys, Circus World, Service Merchandise, Ames, Meier & Frank, Montgomery Ward, Two Guys, S. Klein, Kresge-Newark, Korvettes, Federal’s, Jamesway—all gone, and this is the tip of the Iceberg since 1980. There are thousands of other big and small outlets that met the same fate. But here’s the thing. What does singing the blues about it really mean? My father has been in the industry since 1969 and some things don’t change. Rarely do you hear a toy company executive, retailer, manufacturer, or sales professional enthusiastically say “What a great year.” The echo in the pipeline tends to be,“So and so is going under. It’s a disaster,’’ or “Another one files chapter 11. The toy industry is doomed.’’ I hear it myself. It disregards the fact that new outlets and techniques of marketing constantly arise to replace the old. You can never sit back and memorialize what was. Step up your creativity and find new products and sales venues out there. Our industry is still thriving in so many ways and will continue to do so. It’s really about how you deal with Ch-Ch-Ch-Changes. R.I.P. David Bowie 1947–2016 Matt Nuccio is president of Design Edge, a New York-based graphic design and research development studio. For more information, he can be reached at matt@designedge.net.

One chair away... From a world of

Imagination Stop by booth #441 to learn more...

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INDUSTRY FORUM WOMEN IN TOYS

Get to Know WIT How Women in Toys, Licensing, & Entertainment Can Help You Succeed

By Mary Kay russell hat motivates you to be the best you can be? Who do you turn to for advice on business challenges and hard decisions? Where can you find people who can help you advance your career or build your business? Building a good business network has become essen-

tial to success. Whether you are a top-level executive looking to keep your network current, a manager needing support as you move your way up the corporate ladder, or an entrepreneur embroiled in the challenges of finding new clients, the personal connections you make can mean all the difference on the success of your product, your business, or your career. When you band together with other like-minded individuals in the spirit of community, you can reap the most powerful rewards—both professionally and personally. Inclusivity and inspirational community are cornerstones of Women in Toys, Licensing & Entertainment (WIT), and interwoven into its mission of facilitating women’s career growth by providing leadership opportunities, networking, and education. Steeped in its “We Inspire Together” culture, WIT focuses on helping you succeed in advancing your career by opening doors to valuable connections, opportunities for visibility, and inspiration through leadership that embodies career growth and success. Becoming actively involved introduces you to people from all corners of the industry—and those people know other people, so developing meaningful relationships with them could lead to new business. Whether you decide to serve on a committee, volunteer at events, or get involved in programs, WIT can help you connect better, learn more, and seize new opportunities. Here are 10 ways WIT can help you: 1. Networking Events: Mix and mingle with industry friends and make new connections with women and men from all corners of the industry, at all levels of their career at regional chapter events and national and international events in more than 25 chapters worldwide. 2. Concierge Service: If you’re traveling, let WIT connect you to other members in your destination city for a chance to meet up with a friendly face for coffee or a meal while you’re on the road.

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3. Committee Involvement: Step into your power. WIT is fueled and driven by creative, talented volunteers. Join a WIT committee and work alongside other movers, shakers, and decision makers and make meaningful contributions to affect women’s career growth and the industry as a whole. 4. Webinars: Join live or access on-demand education, insider tips, and best practices that will help you grow your business and stay on top of industry trends. 5. WIT Empowerment Day: A powerful full-day event that is held each year during Fall Toy Preview, Empowerment Day gives you exclusive access to pitch products privately to top toy companies and Walmart buyers, and learn from the best in the business at mentoring sessions with industry experts. Mark you calendar for this year’s event—Monday, October 1, at Dallas Market Center. 6. Speed Mentoring Events: Get expert mentoring from top industry experts from coast to coast. New Speed Mentoring Events are being planned in New York, Los Angeles, and Toronto. Details coming soon. 7. Private Facebook Group: Join other WIT members in a private online community where you can ask questions, get answers, brainstorm ideas, and find new opportunities. 8. WIT Member Directory: Contact other WIT members by searching our membership directory. Search by name, company name, industry, area of specialty. 9. Job Board: Find your next job opportunity or post a job and reach WIT’s network of talented women. 10. Speaker’s Bureau: Join the WIT Speaker’s Bureau, where you can promote your expertise, increase your visibility, and grow your personal brand. WIT members also receive discount pricing on all networking events and other industry partner events. Membership options include one-year, two-year, monthly, Corporate Membership Packages, and free memberships for full-time students. To learn more, visit WomenInToys.com. Mary Kay Russell is the executive director of Women in Toys, Licensing & Entertainment. She can be reached at marykay@womenintoys.com

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INDUSTRY FORUM ASTRA

It All Adds Up: Tapping the Value in Your ASTRA Membership Kimberly mosley, AsTrA PresidenT

he American Specialty Toy Retailing Association (ASTRA) develops and supports a membership of independent toy retailers, manufacturers, and sales representatives to advance industry growth. That’s our mission statement. What is doesn’t mention is ASTRA’s commitment to value for members in everything we do. We know the small retail businesses that comprise the bulk of our membership are always on a tight budget. Retailer memberships start at $249. The list of benefits starts with valuable discounts that add up to hundreds or even thousands your store can save on products and business expenses. Added to that are sizable member discounts on other ASTRA opportunities like business education and events. Then there is the “priceless” category—the access to experienced store owners who have solved lots of tricky business challenges and are willing to share. Trade Associations as a Business Asset The core idea behind an association is to aggregate industry business functions that are inefficient or impractical for individual businesses to do on their own. These range from building consumer awareness of the category, monitoring and responding to competitive threats to the industry, strengthening channel relations, negotiating volume-based deals for members, providing professional development services, and connecting members with each other. Businesses save money by investing in an association because they are sharing essential costs with other businesses. ASTRA, like many trade associations, provides member value in these broad areas: product sourcing and discounts, consumer contact, education, and networking. We work with other associations, e.g. The Toy Association, Advocates for Independent Business, and Institute for Local Self-Reliance, as needed to conduct research or leverage joint action and resources. How ASTRA Helps Members Save Sue Warfield, ASTRA’s director of member relations and an experienced retailer and sales representative, says ASTRA retailers consistently mention two big things when they talk about why they value ASTRA. “First is the community,” she says. “If you’re part of a large corporation, you can brainstorm with colleagues. As an independent, you’re an island

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out there, all by yourself. I hear members say ASTRA helps keep them sane because they can reach out to other members for direction and support. It’s not simple to translate that into dollars saved, but small business owners know the value of that when they live it.” Second, says Warfield, are the deals. “The discounts manufacturers give retailers are valuable. Take freight alone,” she says. “Some stores make back their annual ASTRA membership fee just on freight—saving $300 a year because they are ASTRA members.” Product discounts, special terms and other specials also have a direct impact on your bottom line. The savings add up other business expenses as well. Warfield takes the lead in arranging customized products and/or discounts for ASTRA members from vendors who provide office supplies, e-commerce and tech services, legal and financial services, group insurance products, product testing, shipping services, and more. The “Priceless” Part of ASTRA Your ASTRA membership saves you on education and professional development. As a member, you’ll earn your Certified Play Expert (CPE) credential—a marketing tool you can use to position yourself as the local expert on play—for $340 less via webinar than non-members. Your membership saves you $550 on your Certified Master Retailer credential, which helps strengthen your business and finance, vendor relations, merchandising and personnel management skills. On ASTRA’s flagship education event of the year, Marketplace & Academy your membership saves you nearly 20 percent on your full conference registration. Mary Sisson, owner of Kazoodles Toy Store in Vancouver, Wash,, joined ASTRA years ago before she opened her first store. She saw that membership pays for itself through access to its robust knowledge base in the independent toy business. “I realized that I would learn so much from ASTRA, which I call my toy store university,” she says. “ASTRA can save you from making terrible mistakes that cost you loads of money. It can help you do great things with your store that can make you money.” Warfield puts it this way: “It all adds up, whether you are tapping the direct-to-your bottom line discounts or the more intangible value that ASTRA delivers through education and networking.” Do your own arithmetic, she suggests. “What you save by taking full advantage of your ASTRA benefits is likely to exceed the cost of your membership.”

SHOPTALK

This is the first installment in a new Q&A series that looks at brick-and-mortar toy retailers worldwide that are finding success in today’s retail environment. In this edition, TFE chats with Jon Levy, CEO of the Canadian-based Mastermind Toys. In business for more than 30 years, Levy and his brother Andy founded Mastermind Toys with the goal in mind to create a classic toy store experience for its shoppers. Last year, the company accelerated its growth with the opening of 12 new locations across Canada and is on target to open an additional 10-plus stores by year’s end. With no signs of slowing down, Mastermind is putting the focus on the experience for its shoppers.

What qualities do you look for in a toy that Mastermind will sell? I think about toys uniquely, in the way a child would, and like toys that work the way a child imagines the toy should work. I also like toys that can play in conjunction with other toys—such as how I may play with a construction system to make a castle that my Playmobil figures fit in, or build a train bridge for my Thomas or Brio with LEGO Duplo building blocks. I like toys that inspire kids to explore, build, and create. I like the use of creative materials that suitably and appropriately fit the format of play such as wood, thick felt, or cardboard for toddler toys and puzzles; or plastic and metal for construction toys and vehicles. I like the small, quality details of well-designed toys, but also appreciate when the toy is durable. I like toys that are built to last through trend or fad and can be handed over to another child for play value lasting years. Do you look for product exclusives? As a specialty toy store, Mastermind Toys carries an extensive and diverse selection of more than 10,000 hand-picked toys, games, arts and crafts, science kits, construction sets, puzzles, and books. Our buying team travels the world sourcing, engaging, and playing with some pretty awesome and often unusual merchandise. All of this so we can offer the best, newest, and most unique toys available, including many brands that aren’t carried at other toy retailers. Because of our strong and long-lasting relationships with vendors, we do at times get the opportunity to be first to market and sometimes also secure exclusivity for products that can’t be found at other retailers, if only for a certain period of time. We believe our customers shop with us because they know that they will find distinctive brands in our store that are unusual and fun. Why doesn’t Mastermind Toys carry every big toy brand? Mastermind Toys is a specialty toy retailer. And while we do carry many well-known global brands such as LEGO, Playmobil, Meccano, and Ra-

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Mastermind Toys CEO Jon Levy

vensburger, what differentiates us is our thoughtfully curated product selection featuring brands and items that you just won’t find at other larger toy retailers. For example, we carry Kapla and Taksa blocks, Magna-Tiles, safety dart games, folding toddler jumping trampolines, Aquaplay water canals, and balancing slack lines. Our customers tend to find new and unique products they may not see anywhere else—and that’s why they like to shop with us. Our product offering isn’t based on TV ads or Barbie and Hot Wheels. What we care most about is that the products are fun, engaging, and bring curiosity to a child. We do carry some trend product lines as well. These are products that kids are collecting and trading and are excited to buy with their own money. We try to choose the best of these lines and work hard to be a convenient and local place to find the latest or hottest collectibles or trend toys.

When customers walk into Mastermind Toys for the first time, what can they expect? Our stores are all about fun. The first thing our customer—whether it’s a child, parent, grandparent, aunt, or uncle—will experience is the atmosphere that our products and relaxed layout present. Seeing our team of toy enthusiasts readily available provides a sense of ease to our customers. If they need advice or assistance selecting a toy or book, or if they have any questions, our associates are there to help. Our stores and website are also neatly organized by categories and brands to help direct customers to easily find what they are looking for. Products are presented in a way that is intuitive with the customer’s needs and expectations in mind. Touching and feeling the product is part of the Mastermind Toys experience and we often have toy demos with which kids are encouraged to play. Kids feel safe roaming around our stores, and parents are comfortable and feel inspired they’ll find something great while they wander the aisles at their own pace. There is playful background music and, of course, our signature complimentary gift wrapping. Our customers enjoy choosing the style of paper they want their gift wrapped in as it adds to the overall personalization of the gift-giving experience. Customer service is crucial for specialty retailers. Without giving away all your secrets, what sets Mastermind Toys apart? Customers like the feeling of giving a unique toy or book that they know was carefully selected by our expert buying team. Our discerning and well-curated selection gives them confidence that they are choosing the perfect present. They also like being able to play and interact with our demos. Our experienced staff of toy enthusiasts are a great resource for customers who need guidance, and our free gift wrapping defines from where the toy came. It’s a convenient service that our customers appreciate, especially when they are on their way to a birthday party and are in a hurry. What kind of training do your employees go through? We have a program called the Mastermind Academy. We have a unique way to greet and approach customers making them feel welcome and aware that there are friendly associates available to help. We provide product knowledge materials in hard copy for reference and use in our training reviews. Trainees watch our seasonal product education videos focused on key products and brands. Associates also work closely with managers, and run through product training exercises throughout the year. Product education is ongoing at Mastermind Toys. Many bricks-and-mortar retailers have struggled to compete with online growth, but Mastermind Toys bucks that trend. What factors have contributed to your success so far? Kids love to visit a toy store and parents like showing their kids how to shop and make good selections—both bring mutual gratification. We typically open new stores

in underserved Canadian markets where we believe there is a demand for high quality toys and children’s books. When we build a new location and we open our doors for the first time, the response is immediate as customers quickly understand our point of difference and embrace the Mastermind Toys concept: a fun and engaging shopping destination offering the very best in specialty toys and children’s books, complimentary gift wrapping, and a team of experienced in-store toy enthusiasts. Today’s customer wants the option to shop how, where, and when they want, and it has to be a seamless and consistent brand experience across all channels. How do we win (or stay competitive) in today’s dynamic retail environment and propel our brand forward? Our stores are the physical embodiment of our brand. They have to be fun, inviting, and well merchandised, and we have to provide our customers with a visual and tactile shopping experience that is difficult to duplicate. Our website has to be a reflection of our brand, bringing the magic of our stores online. Customers must be able to shop easily from their digital device of choice. Customers want to have the ability to check stock online before they head to a store, they want to reserve or pay online before picking up a product, and they want to be able to easily return their online purchase to a conveniently located store. Sometimes they just want to talk to a live person to answer their questions. We are working hard to ensure we can deliver on all of these customer expectations. What efforts are you putting into Mastermind’s online business? Mastermind Toys was an early e-commerce adopter, launching mastermindtoys.com in 1999 so we are very experienced in the online business. A year ago, we relaunched our website with a fresh look, expanded product selection, faster checkout, and other convenient features including a Gift Finder tool and Wish List. This year, we are investing in other consumer-focused, digital initiatives including plans to introduce a new Click and Collect program that gives shoppers the option to reserve online and pick up orders in their local store. In the fall, we plan to launch an innovative and socially conscious loyalty program that will reward and inspire our customers across our channels. We also know that product reviews are important and are looking at ways of increasing them on our site to be more helpful to our customers. We believe these initiatives will increase brand loyalty and more frequent shopping visits, ultimately impacting sales. You’ve been expanding throughout Canada. At what point do you reach a saturation point and look elsewhere? We believe the full market potential for Mastermind Toys stores in Canada is approximately 120, and that doesn’t include Quebec where there could be a potential of 15-20 additional stores in that market. We believe our format for specialty toy retail can work in multiple markets outside Canada, and the U.S. is just one of them.

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FEATURED CONTENT

A Legacy of Play:

JIM BECKER’S

LEGACY LIVES ON IN ANJAR &

BECKER ASSOCIATES

O by

Christopher byrne

ver the years, the toy industry has been filled with creative innovators. Few, however, have been as prolific or been behind so many toys still made today as James R. Becker. When he was inducted into the Toy Industry Hall of Fame during Toy Fair this year, it was a fitting tribute to a man who spent his life in the toy industry—more than 55 years—creating and developing products and becoming a resource for toy companies and an inspiration for designers. Though Becker died in 2011, he and his company Anjar (named for his five children) left a legacy of play that continues today through Becker Associates, the company founded by his daughter-in-law Patti. Jim’s son and Patti’s husband, Jonathan, works closely handling legal and trademark issues. With Patti’s background in developmental child psychology and Jonathan’s career as a IP attorney, they have an unusual team. Plus, it doesn’t hurt that for the Becker family, great play runs in the family. During his career, Jim had many successes licensing and developing product, but two stand out as, literally and figuratively, game changers. First, he created toy versions of Gumby and Pokey, based on the TV show. He probably didn’t know it at the time, but those toys would mark the beginning of entertainment licensing from TV and movies as we know it today. (The first known character licensed for toys was from the comic The Yellow Kid produced in the last decade of the 19th century.) Then, there was Othello. In 1975, he brought Othello to the U.S. from Japan and created a sensation. He created the annual Othello championships and expanded the reach of the game throughout much of the world. He oversaw the creation of Computer Othello and many other iterations of the game, creating a successful brand in an industry where real brands are rare. I worked at Gabriel, the game’s distributor, in my first job in the industry during the heyday of Othello, and Jim was a creative, enthusiastic presence, actively involved in all aspects of product development and promotion. As noted, Jim’s resume goes way beyond those two toys, totaling more than 800 licensed and developed products. He was the creative force behind Barrel of Monkeys, Nerf Ping Pong, and Betsy McCall Fashion Designer, to name just a few. Jim was a bit of a showman, too, which is pretty much required in the toy industry, and he had a unique way of presenting concepts—even just in an office—with great fanfare and drama. According to his son Jonathan, Jim created the first unboxings. When he went to a company to present a concept, it was always in a specially created box designed to be unveiled on a desk to create fanfare. The boxes became a trademark of sorts, and Jonathan notes that the first job of anyone joining Anjar was to learn to make the boxes. While the toy industry may have evolved over the past years, the exuberant spirit of Jim Becker lives on in Becker Associates. The company still discovers and licenses concepts, though the presentations may have fewer boxes. As Patti says, part of the business today is consulting. They meet with dozens of designers and help them ready their concepts for market. In today’s toys companies, Patti adds, there aren’t always staffers who are working

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with inventors. Patti and her team take that on, saying that particularly for small inventors it’s imperative for them to have someone representing their ideas strategically and appropriately. It can be virtually impossible for a small inventor to get a foot in the door at a major company, and Becker Associates facilitates that. The company also engages in licensing, finding concepts from around the world that they can develop and place. The company is developing products as well. As Patti says about half the products they currently represent were developed in house, and the company has a team responsible for coming up with new designs. Among the company’s most recent successes has been the development and marketing of PlayTape, a roll of tape that looks like a road kids can place on surfaces to play with toy cars and other vehicles. While it sounds simplistic, getting it to work correctly, pass all testing, and get it to market was no small feat. “One of the things we do in the current market is commercialize IP,” says Patti. “We focused a lot on how to leverage IP as a path to licensing, to protect a brand and to create a viable product.” PlayTape, which is made in the U.S., is a great example. It has been established as a brand, which delivers a consumer promise and at the same time protects against competition. That’s particularly important with a basic concept. Becker Associates also has an amazing asset: their vault. A lot of the playthings Jim Becker developed capitalized on classic play patterns that really don’t change over time. So, with thousands of products to serve as inspiration, Becker Associates has the ability to update and re-introduce toys and games to new audiences. Case in point: Breaking Point. The hit Ideal game in 1976 has been relaunched internationally in several countries in Europe where it’s known as Tumball—and has won all kinds of awards. In a contemporary market full of skill-and-action and suspense games, the re-emergence of this classic is significant. The secret to success for Anjar and Becker Associates, though, has one component often missing in today’s toy business. It’s not mountains of research (though that exists) or business models (though they have those, too). Those are informative and helpful. What makes the company special is that it knows how to get kids to say, “wow.” And how to want to play with things again and again—and create memories of great play that last a lifetime. That’s Jim Becker’s legacy and gift to the toy industry, and it’s still the most powerful component of any toy.

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2018ASTRA

marketplace

he 2018 American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy will be held at the New OrleansMorial Convention Center. This four-day event features more than 500 exhibitors, more than 1,300 retailers, and 30 hours of curated educational content through the ASTRA Academy. This year’s show will also offer attendees the opportunity to partake in five hours of hands-on play sessions. Below is a sampling of the exhibitors and products that will be on display, listed in alphabetical order.

Adora

Adora’s Adoption Babies are 16-inch baby dolls with soft bodies and fresh baby powder-scented vinyl. There are four babies to choose from, each with a different skin tone and eye color. There is Hope, Cherish, Precious, and Joy. Each comes with a certificate of adoption, pacifier, hospital bracelet, disposable diaper, and is swaddled in a soft microfiber blanket. Each has open/close eyes and comes in its own crib. Adora will also highlight its line of wooden playsets featuring the Teapot Café, Owie Hospital (pictured), and Sunrise Farm.

Ann Williams Group

Alex Brands

ALEX D.I.Y’s Do Dats is a line of characters you can make out of beads with its patented no-knot system. Display them, customize them, or wear them as bag charms. Roll, shape, and create. After more than 70 years, the classic Slinky offers a new way to play with Slinky Racers. Clip the provided Slinky to a door, table, or other connectible surface and use the mini car (also included) to race down the Slinky. ALEX Brands’ Breakaway Ballz series one features specially designed puzzle-like balls. Each consists of eight identically sized foam pieces that break apart when thrown against a hard surface, revealing a bouncy ball surprise inside. The identically sized pieces allow you to easily piece it back together. For added play, hide something inside. There are six balls in the series.

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With the Magical Wizard Adventure Kit, for ages 5 and up, decorate a magical wizarding box and embark on an adventure to make surprises magically appear inside. A sealed package is included for adults to easily create the magic for kids. The kit contains themed clues, crafts, projects, and surprises. In the Craft-tastic Unicorn String Art Kit, ages 10 and up can create two string art projects—a colorful unicorn and sparkling heart burst—using the included canvases. For ages 8 and up, there’s the Craft-tastic Yarn Llama Kit. Assemble the cardboard form, wrap it with yarn, and dress it with a colorful bridle and blanket. In the Craft-tastic Charm Bracelet Kit, kids 6 and up can craft four charm bracelets. Use the puffy stickers to make, wear, and share bracelets featuring emojis, desserts, pets, and rainbow charms. The Craft-tastic I Love Mythical Creatures Kit lets kids 8 and up make six projects to wear, decorate their room with, and more.

2018ASTRA

marketplace

ArmoGear

Babalu

New on the Nesstoy summer 2018 rollout comes ArmoGear Laser Battle, an at-home laser tag. Features include wireless target vests, four-team ability, unlimited players, a 15-second invisibility mode, built-in LED night vision, voice-guided gameplay, and an 150-200-foot shooting range. Play indoors, outdoors, day or night.

Babalu’s Crossword Jigsaw is a jigsaw and crossword puzzle in one. Solve the crossword on the enclosed sheet, then use the completed crossword as a guide to do the jigsaw puzzle. Babalu’s website offers additional blank crossword puzzle sheets for others to attempt the 550-piece double puzzle challenge. There are 2017 and 2018 edition puzzles.

Bananagrams

Bananagrams’ Fluff is a two-to-four-player game that puts a twist on the classic bluffing game. For ages 8 and up, Fluff features palm-fitted rolling cups for poker-style peeking and critter-adorned dice for “wild-style” play to inspire bolder bidding. Fluff up the bids, or challenge the calls. Be the best fluffer to outlast the other players. Gurms is a light strategy game for two to four players, ages 6 and up. Pick your favorite Gurm character and take turns placing tiles, one at a time, connecting the two halves of the Gurm icons. Complete adjacent groups of Gurms of your color to boost your score. Once all 60 tiles have been placed, the highest score wins. Spiky Dastards is a two-to-six-player, fast-action game for ages 12 and up. How fast will players react in the race to claim these spiky friends? Flip over two cards; each features one or two Dastards characters. If one or two is showing, grab them. If three or more are showing, grab what’s missing. But watch out: If there’s a Non-Spikey in the mix and you grab it, you’ll lose cards.

Be Amazing Toys

Use the Super Slime Masterpiece kit to mix up five different colors of Super Slime with a variety of science-based mix-ins. Grow water-absorbing polymers, or sprinkle in some glitter or foam balls to mix up any batch of slime. After the slimy playing is over, dry out your slime into a Super Slime Masterpiece and hang to display. It’s for ages 8 and up. Spangler Super Slime Saucers each come with enough slime to make three ounces of slime. Make slime right in the saucer and then store it when playtime is over. Find a safe surface where the slime can spread out and dry for two to four days. When Super Slime dries, it will turn into a piece of slime art. Collect all six colors. It’s for ages 8 and up. Mix up three different colors of Super Slime with the Super Slime Art kits. Store slime and play with it over and over, or let it dry out to create Super Slime Art (pictured).

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Blue Orange Games

This year, Blue Orange Games’ new releases represent a renewed commitment to the company’s mission of creating games that are simple to learn, play, and keep all engaged. Delve into the world of cooperative games with Happy Bunny and Where’s Mr. Wolf? New skill-and-action games include Pool Party, Shaky Manor, and Maki Stack. All three are high-energy dexterity races for all ages. The company also adds playfully packaged travel-friendly games (Who Did It?, Clouds), and brain teasers (Mindo, Brain Connect).

Brackitz

The Brackitz Motorized Bugz Play Park features more than 20 play parks and obstacles. Watch out for the tumbling towers, falling dominoes, barrel rolls, the crusher, the tripod, and more. It comes with 47 pieces for ages 4 and up. With the Brackitz Bugz Race Park, kids can create custom race tracks and obstacles to see which Bugz can win the race. It comes with two Motorized Bugz and 54 pieces. It’s for ages 4 and up.

Breyer

Each year, Breyer introduces a brand new sculpture in its Horse of the Year series. This year, it’s Mason, an American Saddlebred. An American breed developed in Kentucky, Saddlebreds are best known for their smooth gaits and high-stepping action. They have five gaits: walk, trot, canter, slow gait, and rack. Mason is the sixth in this collectible series. The Two Time Horse of the Year, California Chrome, is now a Breyer model. The seven-time Grade I race winner’s wins include the Kentucky Derby, Preakness Stakes, and Dubai World Cup. The Breyer Stablemates Mystery Unicorn Surprise collection features 24 pearlescent, hand-painted, Stablemates unicorns. Seven styles are included in each display, and a special chase piece is found in 25 percent of displays. The Breyer Classics Unicorn, Aurora, features a pearlescent pink coat and a flowing mane and tail that sparkle in the sunlight.

Corolle

Corolle’s Mon Premier Poupon Sweetheart Panda Party is a giftable 12-inch doll. The doll is sized to be cradled in a young child’s arms with a soft body that is lightweight and easy for little hands to grasp and hold. Its sewn-on pajamas feature a panda print in a variety of materials and textures. The doll’s cap with tiny ears is removable but firmly attached at the back of the doll’s neck to avoid being misplaced. The Mon Premier Poupon Bébé Bath Boy is a 12-inch water play companion made to help children familiarize themselves with all types of aquatic environments (bath, pool, ocean). A tab is sewn onto the doll’s back so it can be hung up to dry when bathtime or water playtime is over. The doll’s head and limbs are made of soft vinyl that is lightly scented with vanilla, a Corolle signature. Its soft body allows it to take on the same positions as a real baby, and its blue sleepy eyes close when it is put down for a nap or at bedtime. Dressed in a whale-print outfit and sun hat and complete with its own bath toy, Bébé Bath Boy is part of the Mon Premier Poupon Corolle collection of dolls, clothing, and accessories for beginning doll play. It’s for ages 18 months and up.

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2018ASTRA

marketplace

Cortex Toys

SnapDolls are cloth dolls with interchangeable styles, accessories, and personalities. These goal-driven dolls are made to inspire girls to dream big with characters such as young scientist Zoey and future Olympian Maddie. They are for ages 3 and up. In Pirate Pong, play ping pong with one eye. Grab an eye patch and a sword paddle. The game also includes two ping pong balls and a fish net. It’s for ages 5 and up. Presto Planes is a DIY paper plane maker that’s made to ensure precision folds for the perfect flight. Customize your fleet with included stickers. It’s for ages 6 and up. Trick-Tac-Toe is Tic-Tac-Toe with a twist that taps into the bottle-flipping game. Set up, aim, and flip. With a reverse side that offers more challenges, try to out-trick your friends. Play it solo or as a two-player challenge. It’s for ages 5 and up. Pair it with the FlipGrip silicone caps (sold separately) to improve your bottle flip’s grip and stick a landing. In NinjaBall, jump and dodge as your opponent tries to take out your ninja team with a giant 25-inch ball. Set up four Samurai to begin your battle.

Creativity for Kids

With the Emoji Window Art kit, paint, peel and stick glittery emoji art onto notebooks, planners, windows, mirrors, and more. Add the included googly eyes for 3-D effects. The complete set includes six large tubes of window paint, a tube outliner paint, 40-plus emoji images, two plastic painting sheets, and googly eyes. It’s for ages 6 and up. Grow crystals overnight and design a custom constellation with the Star Light Growing Crystal. Learn the technique of marbling clay to create an interstellar landscape. Personalize the light with six clay colors to choose from. The complete set includes two bags of crystal-growing powder, a battery-operated push light (batteries not included), six colors of modeling clay, glitter, and confetti. It’s for ages 7 and up.

Diggin

With the Slimeball Light Claw, kids can wear the Light Claw and charge the glowing Slimeballs with the finger blacklights (pictured). The glowing Slimeball will streak through the air. The Slimeball will stay lit even as it splats onto the sticky glow target. The Slimeball will stick to the target but won’t stick to anything else nor leave any marks, according to Diggin. Diggin will also relaunch Squap (a top-selling European active toy) in the U.S. this summer. Put the ball into the Squap mitt and open your hand as quickly as possible to launch the ball. Catch the ball by snapping the Squap mitt closed around the ball. Play it with friends or solo against a wall, indoors or outside. It’s for ages 6 and up. Launch and control Spinos with the Gyro Wand. Attach the Spinos to the wand and push the button to send the ball spinning. Thanks to a magnetic force field created around the ball, kids can hold the Gyro Wand just above the Spinos to control the spinning sphere without touching it. It’s for ages 6 and up.

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Specialty Spotlight: A ‘Genius’ Retail Solution

ost people have experienced bad customer service at least a handful of times and simply shrug it off. Maria Singman is not most people; after just one day of bad service in a toy store, she decided to launch her own. Nearly nine years later, Singman is the founder and owner of Toy Genius, a specialty toy chain with four locations throughout New Jersey that puts customer service at the core of everything they do.“Without the experience, people can just click a button online,” says Maria Singman. “We’re offering knowledge. All the toys are hand picked by myself and my staff. We don’t bring something in that we don’t believe in. That’s where my staff gets the confidence to sell whatever’s in the store.” Upon entering any one of Toy Genius’ locations, guests can easily distinguish its staff as well as see their “toy genius” status by the lab coats they wear. Staff go through training on every product that comes in—what it is, who it’s for, play benefits, etc.—as well as the right questions to ask to help guests select the perfect toy. In fact, poor customer service when waiting in the check-out line during the Toys “R” Us liquidation even drew new visitors to leave TRU without purchases and head to Toy Genius, says Maria Singman. “Another reason I opened Toy Genius locations is Freehold, NJ store because I’m not a big online shopper,” “I’m not saying I never have, I’m just not a big one, especially when it comes to toys,” she says. “When my kids were younger, I felt violated. A toy was talked up to be all this and that, and when it arrived it wasn’t all that.” But much as Toy Genius was founded to be a solution to poor customer service in-store, it’s now working to fix the online shopping experience and bring its in-store experience online. Toy Genius now offers real-time communications to help create a curated shopping experience online thanks to the Kandy.io platform, developed by husband Jeffrey Singman’s company Vizicom as an e-commerce solution. “We’re seeing a trend in the e-commerce world where a company can do a billion dollars in retail with a curated sale, with a stylist,” says Jeffrey Singman. “If you use that as an analog, we believe that it’s not enough to just read the description, you want to talk to an expert. We curate our selection and the shopping experience around the child’s needs and around fun.” Toy Genius connects its online visitors with its toy experts (Toy Techs) with the push of a button. Think of it like Skype with service; Toy Techs can share media with shoppers, demo the toys with videos, help shoppers check out, all through the course of a conversation (but without seeing the shopper). Online purchases even offer Toy Genius’ signature free gift wrapping. Now the toy retailer is also working to implement chat and other capabilities to engage customers in more immersive ways as well as partnering with vendors, such as Endless Games, to support their e-commerce initiatives from a fulfillment perspective. “We are one of the first toy retailers out there with this kind of online service, offering that same in-store experience,” says Maria Singman. “I think one day it will be the norm.”

MARIA’S PICKS Here’s a few of the top-selling toys at Toy Genius.

1. Yummy World Kid Robot

2. Crazy Aaron’s Thinking Putty Crazy Aaron

3. Doinkit Darts Marky Sparky

4. Dig It Up: Dinosaur Eggs MindWare

5. Magna-Tiles Valtech

6. SmartMax Smart Toys & Games

7. EzyRoller EzyRoller

8. Name 5 Endless Games

9. Light Stax Light Stax

10. Mini OgoDisk OgoSport

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2018ASTRA

marketplace

Douglas Company

Douglas introduced four new narwhals and an octopus to its 2018 Sea Life line. Spike, the turquoise blue Narwhal is a Douglas bestseller and now available in a 36-inch size. Rainbow, the large Narwhal is available in 38-inch and 19-inch long sizes and features a metallic silver unicorn horn. Bubbles the Narwhal comes in shades of plum, turquoise, peach, pink, and yellow. This 14-inch long Narwhal features a silver metallic unicorn horn and a long furry coat. Cara the Turquoise Octopus is 14 inches long with a fringe-like coat splashed with colors of turquoise, yellow, pink, and white. Its underbelly is pink and textured. The line is for ages 3 and up.

Elenco

With Snap Circuits Bric: Structures, kids can use their imagination to combine Snap Circuits with ordinary building bricks to make combinations of construction and circuitry. With patent-pending, Bric-2-Snap technology, kids can wire up their brick builds with Snap Circuits Bric lights, sounds, moving parts, and 3-D circuits to invent almost anything.

Educational Insights

Seasons two and three of Playfoam Pals offer new surprise animal friends hidden within each pod. Playfoam is Educational Insights’ foam molding compound that never dries out. Collect all 12 Playfoam Pals to find the rare golden animal critter. Use Playfoam to sculpt nests, beds, perches, and other play props. Playfoam Pals are available as single-packs, two-packs, six-packs, and 12-packs. The GeoSafari Jr. Talking Globe is an updated version of Educational Insights’ bestselling Talking Globe, offering a high-tech, hands-on interactive introduction to geography. It features the voice of Wildlife Warrior Bindi Irwin. Part of the My First Game line comes the My First Game Petting Zoo. In Petting Zoo, toddlers and parents take turns touching and feeling their way through the barn in a tactile memory game of textures.

Endless Games

Endless Games’ The Floor is Lava is a game of physical activity. The object of the game: be the first one to reach the “mountain peak” without touching the floor. Each player starts with 10 playing discs, which look like rocks and are numbered one to 10. Players take turns spinning the game board spinner with four potential outcomes: move back, move forward one, move forward two, and fall in lava. Based on what each player lands on, player moves along the numbered game discs while placing game board pieces down as they move forward. If you have to move backward, leave the game discs where they are.

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Flybar

Epoch

Epoch celebrates its 60th anniversary with a new collection of Calico Critters. First introduced in 1985, the new Town series is the company’s biggest launch in the past 10 years with more sophisticated stylings and a focus on the lives of grown-up characters (Stella, Lulu and Laura, older sisters to the original Village characters). The centerpiece playset is the Grand Department Store, which also introduces the character Stella. The gift set comes complete with terrace, balconies, custom windows, awnings, flags and railings. Start at the entrance tower, go through the revolving doors, and continue through all levels on the elevator. Once upstairs, send Calico Critters onto the terrace or balconies to look over the town. New Aquabeads sets feature a flip tray and bead receiver to set art aside for faster drying while continuing to create additional pieces. This year’s collection also includes new metallic gem sets and connectible studios.

Faber-Castell

With the Do Art Coloring with Clay kit, color four design boards with clay. Blend, marble, roll, and place your clay to create art with texture and depth. It includes 12 sticks of easy-to-mold reworkable clay, four color-in animal designs, a special rubber tip blending tool, three double-sided clay tools, and more. It’s for ages 5 and up.

The Aero Scooter is the new twowheel scooter from Flybar. The Aero Scooter features a durable full steel frame and steel supported composite deck. The handlebars are adjustable from 27.5-inches to 32-inches and feature Flybar hand grips for safe riding. The Nerf Blaster Scooter is the new Nerf rapid fire blaster scooter. With easy button triggers for action, kids can carve as they blast away. It’s compatible with most Nerf cartridges. Features include an integrated dual-barrel blaster with battery-operated rapid fire technology, molded rubber grips, step brake, steel frame, Nerf molded deck, adjustable height, extra-large rugged PU wheels, and two cartridges. Or surf the air with the Swurfer, which reinvents the backyard swing. Its curved shape provides more power, and more air. It’s works best when hung from a tree, but can also hang from a porch, rafter, or swing set. It’s made of 100-percent Maple with UV- and water-resistant finish. It has a 250 pound weight limit and is for ages 6 and up.

Gamewright

Twin It! is a game of fast reflexes and quick card reveals featuring more than 100 designs. Spot a pair and race to grab the match. But some patterns are deceivingly close and others can be stolen if a third match appears.

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Goliath Games/Pressman Toy

In the family trivia game Kids Know Best players compete individually or as teams to battle it out in a kids vs. grown-ups challenge. Be the first to answer all the questions correctly and reach the finish line. But beware: special spaces may help you move forward quicker or set you back. There are 165 trivia cards and nearly 1,000 questions covering a variety of topics and categories. This two-to-four player game is for ages 6 and up. Sprazy is Goliath’s newest addition to its arts and craft portfolio. Sprazy is a cord-free spray art kit. Load the Sprazy marker into the device and press the button to start spraying and creating. It’s for ages 8 and up. Design 3-D art with Cut and Create. Its specially designed markers let kids cut out any shape just by drawing. Simply load markers into its original spinner device. It’s for ages 6 and up. True Colors is a party game that puts friendships to the test. After a question is read, players secretly cast votes for who they think fits the description. Earn points by correctly predicting how many votes you’ll receive. Made for three to six players, it’s for ages 13 and up. Kwirky is a bluff-and-banter quiz game with more than 1,000 questions. In this quiz game, players don’t need to be right, they just have to convince the others that they are. It’s for two to four players, ages 10 and up.

Green Toys

The Green Toys Ambulance & Doctor Kit comes with everything needed to play doctor. Made in the USA from 100-percent recycled plastic, this eight-piece set is made to encourage motor skill development, imaginative play, and pro-social behavior. It also can help ease anxiety about doctor visits, says Green Toys. The set includes a stethoscope, reflex hammer, syringe, forceps, thermometer, otoscope, and scissors. They can be stored in the back of the toy ambulance, which features a flip-up handle for easy transport. The seven-piece Tide Pool Bath Set includes a starfish, scallop, abalone, snail, squid, and jellyfish as well as a seaweed-patterned storage bag. Made in the USA from 100-percent recycled plastic milk jugs, each of the six shells and creatures in the set is designed to interact with and pour water in a different way. Scoop up water with the abalone and create a cascading waterfall with the holes along the edge, or fill the jellyfish and watch the water run out each leg. The palm-sized shells are sized for scooping and pouring water in infant tubs, while the whole set can be used for the beach or backyard. All the pieces fit in the included storage bag (made from 100 percent recycled plastic bags). The holes throughout the sides and bottom of the bag allow water to drain out and pieces to dry between uses. The whole set is also dishwasher safe and packaged with recycled and recyclable materials printed with soy inks. It’s for ages 6 months and up. No BPAs, phthalates, or PVCs were used to make these toys.

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HABA

HABA’s Kullerbu Construction Site Set features a loader that can push the ball along the track, thanks to a momentum motor, and down the construction site into the waiting dump truck. It comes with two construction vehicles, two balls, and a sign.

Real ID: Countering Counterfeiting in the Toy Aisles

hat started as an idea to make its mostly compound toys interactive turned into the creation of a mobile technology to detect counterfeit products. That’s the short version of how Relevant Play co-founder and Authentic Labs founder and CTO David McCloskey came to introduce its new mobile technology called Real ID. The idea came about like all good ideas come about: when working on something else entirely. McCloskey and his team were developing a patented technology solution that used near-infrared light for a major entertainment company at the time when they got the idea to create a similar detection system that was a bit more consumer-friendly yet just as difficult to replicate. Three years later, it’s now a reality. Real ID works similar to how a QR code is scanned with a smartphone only better, says McCloskey. Real ID is actually a particle, a portion of matter that absorbs light and throws off unique emissions—it’s chemistry paired with encryption. The technology combines proprietary material, printed on unique, randomly generated codes that can be easily scanned and verified with an AI-driven authentication technology built into an app. The code features layered security to help combat against counterfeiters replicating its authenticity. “We designed it so that users can see it using the camera on any smart phone, no WiFi required,” McCloskey says. “With most solution you have to have an internet connection, and some retailers you’ll find block cellular signals or make it more difficult to get a signal back and forth. We do the authentication on the device. Nothing is sent back to a server. And that’s really helpful, too, for some markets such as in the toy aisle.” The Real ID markers can be used on or within packaging to guarantee product authenticity but beyond that there are additional opportunities for it to unlock and/or trigger events within digital apps such as gameplay, promotions, and rewards. On the manufacturing side, it can also trigger access to analytics. Right now, Relevant Play is rolling out products with Real ID codes in North America this year, but Authentic Labs wants to make the technology available to others in the industry, as well as beyond the toy market, to help ensure product safety. “With our compounds, kids are touching it, and then they’re scratching their eye or whatever, so it’s incredibly important that safety be first and foremost in the products that we deliver,” McCloskey says. “Our customers on the toy side are the parents and grandparents that are thoughtful about the products that they purchase because they believe they add value to the play experience. It’s these parents that think they’re getting our product—and it sure looks like it when it’s on the shelf—but it’s not our product inside. This solution addresses that market.”

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Hey Buddy Hey Pal

The EggMazing Egg Decorator uses a unique spinning action to create colorful designs on eggs. There’s no dyes or no smells. It features eight markers and works with Grade A large and extra-large eggs. It’s for ages 3 and up.

Highlights

Insect Lore

For the first time, Insect Lore is teaming up with The World of Eric Carle in a partnership that brings the classic publishing franchise into the world of live life cycle projects. The co-branded line will expand on the nature themes found in Eric Carle’s popular books, including The Very Hungry Caterpillar and The Grouchy Ladybug, and will include both caterpillar and ladybug life cycle kits as well as nature kits including bug catchers, bug magnifying viewers, and insect habitats.

Developed by Highlights experts, Highlights Big Fun Preschool Activity Workbooks and Highlights Big Fun Kindergarten Activity Workbooks offer an integrated approach to skill-building that blends puzzles and practice activities. Each includes more than 250 pages of puzzles, humorous content, and illustrations. Each book also features a certificate of completion at the end, in addition to tips to help parents guide their children through the activities. Write-On Wipe-Off Fun to Learn Activity Books feature reusable pages and a Highlights-branded marker (with a wipe-clean eraser) in a hidden spiral binding that lays flat. Write, draw, and puzzle all over these books, while practicing essential skills. With the Write-on Wipe-Off Let’s Write Words, practice tracing and writing words while completing fun activities. With the Write-On Wipe-Off My First 123 board books, preschoolers can practice how to read, write, count, and develop skills for school. With the Write-On Wipe-Off My First Hidden Pictures, solve Hidden Pictures puzzles by circling the hidden objects, and then completing the related reading, writing, and counting activities.

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Kahootz

Create and film animated movies with the Plasticine Movie Maker Studio. The kit comes with a collection of props, scenes, tools, and inspiration to show how to make stop-motion animated movies. Download the free app, create your characters, set the stage, and begin. It comes with Plasticine No-Dry modeling material and sculpting tool, a fold-out stage, four changeable background scenes, 73 movie props, camera stand, and a detailed idea guide. With the Stitchkits Cross Stitch Kits, learn to stitch. The outlines of the design are already embroidered on the cloth for kids to color by stitching. There’s only one stitch to learn, and you choose where to add each color to make the design your own. The kit includes pre-embroidered eight-by-eightinch cross-stitch cloth, six-inch embroidery hoop, five colors of embroidery floss, and tapestry needle. It’s available in Unicorn and Flower designs. Latchkits Craft Kits are classic latch hook craft kit featuring two new designs: mermaid and owl. Just loop, hook, and pull with the pre-printed grid and sturdy canvas. It’s also available in unicorn and rainbow designs. The Memory Matching Game from Romper Room is a no-reading required game that teaches early learning and social skills. With the FuzzyFelt Picture playset from Romper Room, soft simple shapes cling to the fuzzy play board to mix, match and layer. There are more than 500 pre-cut shapes included, no punching out required. With the Colorforms Picture Panels playsets, build scenes and puzzles, mix and match the Colorforms pieces, then re-stick the shapes. There are double-sided picture panels with play scenes on one side and puzzles on the back. Fashion Press is a press-and-punch paper fashion maker. With the Fashion Press roller tool, press and punch out combinations from almost any kind of paper, without tracing or cutting. Get started with the included paper sheets, then add to your collection. Use magazine pages, wrapping paper, construction paper, or your own drawings to create one-of-a-kind designs. Place the paper into any of the eight Fashion Press punch plates and roll through the roller tool to punch out tops, bottoms, boots, and more. Layer, embellish, and glue to the included model sheets to display in a portfolio.

KidSource

KidSource’s Musical Hop Skipper is made to get kids up and moving. Musical arms spin at three different speeds and heights so the challenge goes from easy to difficult. Play solo or having contests with two or more kids for a challenge. It’s for ages 3 and up. The Flip & Go Racer is a first race track for little racers ages 2 and up. It has unique flipping action of the switchback track and its pieces quickly snap together out of the box.

Klutz

Klutz’s new line of STEM kits for ages 8 and up, Klutz Maker Lab, is based on the fundamentals of the maker movement. Currently available kits include Gumball Machine, which offers step-by-step instructions, adjustable ramps, custom snaps, and bumper guides to make your own gumball machine. With Circuit Games, build five circuit games from scratch using actual electronic components and a book of instructions to construct a DIY operation game. Expanding the line in October will be the Air Blast Cannon and Wired Remote Race Car.

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Learning Resources

Botley the Coding Robot Activity Set is the next-gen of Learning Resources’ coding robots. The 77-piece activity set includes a programmable robot, docking cradle, mats, interactive obstacles, ramps, blocks, and more. The kit focuses on step-by-step coding, programming, and critical thinking, while incorporating collision detection and loops into coding challenges. It’s for ages 5 and up. As the story goes, the collectible Beaker Creatures have crash landed on Earth in search of science adventures, and they need your help. Extract them from their Reactor Pods, identify them with their classification cards, and explore their worlds through facts and experiments. They are for ages 5 and up. The 1-2-3 Build It! Rocket-Train-Helicopter comes with pieces to build three different vehicles (one at a time). Kids, ages 2 and up, use the play wrench to put chunky parts into place. The Crashapult STEM Challenge is a 15-piece set that encourages trial and error to problem-solve through game-like challenges. The kid-powered catapult requires no batteries, springs, or rubber bands. The set is also an early introduction to concepts such as angles, trajectories, and distances. It’s for ages 5 and up. With the Gears! Gears! Gears! Machines in Motion, kids engineer their own playtime with the help of open-ended building activities. Using the included instructions, kids can build their own versions of different interactive machines and vehicles. Many of the machines incorporate special parts such as a wrecking ball, chains, pulleys, and wheels. Each set also works with other Gears! sets.

Little Kids

The Slick Tricks Master It bubble set has everything included to become a bubble master. Learn how to shape bubbles, stretch bubbles, connect bubbles, and more. The set includes all the pieces and instructions needed to do over 20 bubble tricks and features three different types of bubble solution: premium, bouncing, and touchable. It’s for ages 5 and up

Little Medical School

The Little Medical School’s newest kit My Heart and Lungs lets kids ages 5 and up play doctor in a white cloth coat and stethoscope and learn about the human body from nose to belly button. Like other Little Medical School edutainment kits, this one offers activities such as mazes, worksheets, word searches, as well as an answer key to the 20-page workbook. My Little Sports Medicine Kit has also been updated for 2018 for ages 5–8. The enclosed workbook is newly designed. Look for the heart decal, replacing last year’s hand magnet. The My Little Sports Medicine Kit is also part of the Amazon STEM Club, Amazon’s subscription STEM toy service.

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The Learning Journey

The new Code & Learn Lady Bug introduces kids to basic programming and coding through two modes to play. In the first mode, use the coding card deck and color grid map to find the right path to a destination by entering directional instructions into the remote control. If the ladybug’s antennae lights up with the color of the mat square it lands on, it’s correct. In the second mode, drive the R/C playmate around while learning more about sequencing, directions, problem solving, and logic skills. The Code & Learn line also includes the Code & Learn Space Ship. Made for ages 5 and up, the ladybug launched in April. With 80-plus colorful construction pieces, power motor and more, the Techno Gears Dizzy Droid includes everything needed to build a droid with motorized gears. The mechanics of the droid offer an introduction to the science of gear ratio, while challenging problem-solving skills, expanding mechanics and engineering knowledge, and inspiring creativity. It’s now available for ages 6 and up. To help children learn handwriting and counting skills, the Write & Erase Flash Cards provide skill-building writing and counting practice. The double-sided flash card sets feature 26 cards and a write-on/wipeoff marker. The cards feature real images that help kids practice and learn beginner skills that will get them ready for school. It’s now available for ages 3 and up. The Long & Tall Puzzle series features durable cardboard pieces that are made large for little hands. The 123 Rocket Ship puzzle features numbers and as it’s built kids uncover objects to count that correspond to the numbers nearby. The other puzzle in this new series is the ABC Caterpillar puzzle. Both jumbo puzzles have more than 50 pieces. The Learning Journey’s line of Match it! Games has two new additions, Match It! Garden Patch and Match It! Crocodile Crunch. With Match It! Garden Patch, kids match brightly colored garden cards with the number on their board. While playing Match It! Crocodile Crunch!, kids will learn about healthy and unhealthy foods. Make a correct match by putting a healthy food in the crocodile’s mouth and an unhealthy choice requires a toothbrush card to brush it away.

Magformers

The Magformers Sky Track 44-piece set comes equipped with a sky shuttle and multiple track accessories. Create loops, ups and downs, twists and turns. Watch as the shuttle does a 360-degree spin and climbs the lift elevator. When your track is complete, the Sky Shuttle will go off-road in its sky car. It’s for ages 3 and up. The Magformers PAW Patrol 36-piece set uses 30 magnetic pieces and six character insert cards to create the Magformers Ball, tower, sandglass, and more. The Paw Patrol Pull-Up Pup Set comes with four play mats for step-by-step building. When playtime is over, use the magnetic power to simply stack and store. It’s for ages 3 and up. Hook, stack, and form designs with the Clicformers 150-piece set. This construction set contains 144 building blocks, 36 accessory pieces, and stickers. Kids can build their own headphones, guitar, scorpion, or robot by following along. Clicformers construction toys are developed to aid in hand-eye coordination for ages 4–12. All Clicformers sets are compatible. The new Dolce Aardvark Plush is a tactile and auditory sensory toy designed specifically with newborns and young children in mind. The Dolce Aardvark has a soft velour body, bright contrasting colors in different fabrics, the signature Dolce teether built in, and its own drag- onfly friend. Use the bead handle carrier for easy transport. Twist the brightly colored tail to hear a clickclack sound and aid hand-eye coordination by squeezing the squeaker in the nose.

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Magicforest

Papoose Toys is the newest line represented by importers Magicforest. The line is handmade by Nepalese families. Products include the 20-piece Deluxe Mouse House Set, Grow-A-Garden with 36 realistic-looking vegetables, and 16-piece Sandwich Toppings with play cheeses, meats, and lettuce. Part of the woodland fairy collection is the Deluxe Fairy House Set with 30 pieces. It is made from driftwood from Indonesia. Related forest-themed toys range from soft-touch trees and acorns to the 20-piece River Play Set with felt mats spun from pure wool. Moulin Roty’s line Le Voyage d’Olga features Olga, a goose standing 15-inches tall, and a menagerie of forest animals—three goslings, two mice, and a petite and large fox—and a big blue whale named Josephine. Moulin Roty’s Les Petit Dodos (the little sleepy ones) is a new theme with a collection of four characters: Moon the Cat, Oko the Fox, Nin-Nin the Rabbit, and Ninou the Mouse. The collection features 13.5-inch dolls dressed in chic styles and French fabrics. Cat and Fox come in musical versions. A Tooth Fairy Mouse also comes complete with a pouch to be tucked under a pillow or by a nightstand. Moulin Roty’s newest collection is Dans La Ville by French artist Aurélien Débat, which combines graphic design, architecture, and toys for kids ages 2 and up. Budding builders have two choices of house facades, shop signs, doors, and windows silk-screened on beechwood blocks. There is the 23-piece Mini Town Blocks set and the 40-piece Town Blocks set. In La Grande Garage, kids can steer toy cars, fill them with “gas,” and park them in the perfect spot.

Manhattan Toy

In the Wee Baby Stella Tiny Ballerina Set, Wee Baby Stella is ready for ballet class, dressed in a removable ballet onesie complete with leg warmers and slippers. It includes a pony pillow pal, ballet bag, and paper tiara. It’s for ages 1 and up. Nursing Nissa Hedgehog is one of the newest animals in the Nursing Pets soft toy collection. This stuffed animal hedgehog comes with three soft hedgehog babies. Each hedgehog baby magnetically attaches to its mom’s tummy, but can also be played with on its own. It’s for ages birth and up. My Rocket is a rocket-shaped rattle featuring soft plastic handles for teething and grasping. The clear bead housing rattles and spins up and then down the spiral column in the center of the rocket. The base of rocket rotates and clicks with every twist.

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MasterPieces

Fanzy is MasterPieces’ new fast-paced dice game, in which players try to roll matching team logo dice as fast as possible. Each round of Fanzy can be played in eight minutes, or it can be played in multiple rounds for a longer gameplay. It’s for ages 6 and up. The initial three Fanzy versions from MasterPieces include National Football League (all 32 NFL Teams); Major League Baseball (all 30 MLB teams); and National Hockey League (all 31 NHL teams). All of the team logos are featured on 24 dice, and the game comes with 20 different playing cards, as well as illustrated instructions and four mini games that can be played with the dice.

MindWare

The Sensory Genius line features activities that incorporate textures and motions. Items such as Sqwooz, Fidgigami, and Stress Balls provide ways to channel excess energy. The line is for ages 5 and up. Putty Scents is a line of putty that contains unique colors and scents. Soft and pliable, the tins include nearly two times the amount of putty when compared to similar mini tins, according to MindWare. Knead, mold, stretch, and smell. Putty Scents are gluten-free and made from non-toxic ingredients. In Lemonade Shake Up, players work as a team to make and serve enough cups of lemonade to fill the money jar. Shake up the dice and roll for the match. Get the ingredients needed to serve a customer and add a few quarters to the money jar. Miss the match and it’s a sour lemon for the team. In the game Gnomes at Night, someone has stolen the Queen’s treasures and dropped them in the castle’s twisty maze. Players work together to maneuver the magnetic gnome movers around the mazes to collect all the treasures before time runs out. It’s for ages 6 and up. Quick Pickle is a fast-paced card game that has players tossing toppings and collecting pickles as they complete categories, hold their nose, or cover their “mustard mouth.” Flip a card and react quickly to keep your pickle stash intact. Take too long or run out of rhymes and you’ll be passing pickles to your opponents. The player with the most pickles at the end of the game wins.

MOJO

MOJO’s Unicorn Rainbow is a unicorn figure that features a rainbow of colors on its mane and tail. With a white body and long spiraled golden horn atop its head, the Unicorn Rainbow also has golden hooves and purple stars on its flank. The Dino Backpack Set offers a new concept in playsets. MOJO’s Play-Scape range features a backpack that transforms into a dinosaur play scene while also incorporating a storage area for figures. Eight dinosaur figures are included. It’s for ages 3 and up. The newest carnivorous dinosaur in the Prehistoric & Extinct range is the Giganotosaurus. A model of one of the largest meat-eating dinosaurs, this figure is more than a foot long from head to tail.

ORB

Available now at Walmart, Bubbleezz are filled with hundreds of BubbleezBeads to squish and transform. Find the hidden power charms, which unlock each Bubbleezz’ unique personality. Squeeze and construct sculpts and colorful builds with ORBMolecules. Each kit includes thousands of pieces that attach together and hold their shape until it’s time to recreate. Every kit includes ORBMolecules in three sizes and colors that never dry out. Decorate an original Soft’n Slo Squishies with the DIY Soft’n Slo Squishies. Create designs and patterns on a blank squishy cupcake. Draw, doodle, and squish. Markers are sold separately.

ORBmolecules creation

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Paradise Galleries

Lions & Tigers & Bears, Oh My! features blue eyes and silky brown hair. Made for ages 6 months and up, this 20-inch boy baby doll comes with three onesies with matching caps, as well as a large white jersey knit blanket featuring animals and phrases in a repeat pattern. The blue/yellow lion reads “fiercely loved,” the white/yellow tiger reads “I’m grrreat!,” and the gray/blue bear reads “baby bear.” Lions & Tigers & Bears, Oh My! is handcrafted by artist Jannie de Lange and uses GentleTouch Vinyl with a weighted cloth body for a lifelike feel. It comes with accessories, a numbered Certificate of Authenticity, and a collector’s box.

OWI introduces a new 231-piece Mini Solar Kit that utilizes two forms of alternative energy. The Dodeca 12 in 1 SolarHydraulic Robot is made to teach kids how to engineer a robot that uses solar and hydraulic power in harmony, while challenging their manual dexterity. Powered by direct sunlight and a hydraulic transmission, no batteries are required. The Dodeca has 12 forms that can be separated in two animated building modes: Automotive (Buggy, Obstacle Avoiding Rover, Excavator, Forklift) and Animals (Elephant, Pterosaurs, Monkey, Ostrich, T-Rex, Crocodile, Scorpion, Dog-Walker). KIKO.893 is an exploring robot that features two preprogrammed modes (Follow Me and Explore). It also scans its surroundings by using AI, infrared sensor, and six legs that allow it to turn 360 degrees and complete obstacles. Once constructed, the 107-piece robot features a sound and light effect, which develops its own emotions and gestures. Create mazes for KIKO.893 to navigate around, or just select Follow Me mode. KIKO.893 is for ages 8 and up.

The People Toy Company

The Baby Newspaper is a crinkle faux newspaper for babies. Its black and white design is made for developing eyes, while it’s easy to grasp for fine motor skill development. Its crinkle feature offers auditory stimulation. For parents, it’s easy to clean, travels well, and calms baby with the crinkle similar to womb sounds.

Perfectly Maggie

Perfectly Maggie is a 26-page storyboard book that helps parents promote kindness while building self-esteem in their little ones. Perfectly Maggie is packaged as a gift set with a seven-inch plush and pop-up booklet. The book is written by Meg Maguire and illustrated by Josie Yee. Yee also illustrated the pop-up bonus booklet to be used after the nightly sharing game. With a wag of Maggie’s tail, the bonus book helps parents applaud their children’s successes. Along with eight of her pals from Kind More Kennel, Maggie shows how their individual “quirks can turn into perks.” By signing the “Puppy Pact” at the end of the book, children can create a memory keepsake.

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PlaSmart

Watermelon Ball JR is a scaled down version of the original nine-inch Watermelon Ball. The new six-inch diameter ball weighs roughly four pounds when filled with water, when compared to the original nearly eight-pound Watermelon Ball. Real watermelons are nearly neutrally buoyant; first sinking then slowly rising to the top, making them ideal for all kinds of water games. The Watermelon Ball JR replicates that, letting kids, ages 6 and up, dribble, kick, bounce, and pass up to eight feet underwater. It’s colored rainbow design adds to its visibility underwater.

Play Visions

Collect two surprise Splashlings in the new blind foil bags with collectible shell. Try to find the rare color-change Splashlings. With the Splashlings six-packs and 12-packs, open the treasure shell to discover your secret Splashling and Ocean Friends. Collect more than 100 new Splashlings including the rare color change. In the Splashlings Medical Clinic Playset, mermaid and Splashlings alike can get help from the Sturgeon Surgeon and Nurse Shark. The set includes a playset, three exclusive Splashlings, and accessories. With the Splashlings Coral Playground Playset, Splashlings can swim around the coral, slide down the aqua slide, go for a swing, or relax in the shell hot tub. Shell Time pocket-sized playsets are also available. The newest Play Dirt Special Forces features an army theme. Challenge friends to combat with Play Dirt in a easy-to-store bucket complete with miniature army men. Or kids can build and create their own construction job site with the Play Dirt Construction Zone set. It comes with Play Dirt in a reusable jar as well as roadways and warning signs.

Playmobil

With the Playmobil Aquarium, stand on the visitor’s bridge and watch as the sea lion jumps through the hoop and balances a ball on his nose. The nearby chart includes a clock with movable hands that makes it easy to see when the next feeding time is. Move over to the rotating carousel to observe other small sea creatures. Stand inside the underwater viewing area to feel like part of the ocean as the fish swim by. Fill the aquarium tank with water for a more realistic experience. It’s for ages 4 and up. Pretend to sail the high seas with the Playmobil 1.2.3 Pirate Ship. It features a bright and colorful design and large, rounded pieces suited for ages 18 months and up. Steer the ship with the rotating wheel or have your figures stand on the front of the boat to use the water cannon. Simply fill with water, aim, and push the red button to fire. The ship also floats for water play. The set includes two figures, a parrot, treasure, and other accessories. In Playmobil Hidden Temple with T-Rex set, discover the temple and use the ancient structure as your research base before heading out to explore the island using the secret map. Rub the map to reveal a hidden path where X marks the spot. Back at the base, protect the team from the T-Rex or enemy explorers with the functioning laser gun (batteries included). Kids can also use the included UV flashlight to reveal glow-in-the-dark features, such as with the ruin’s crystal eyes, jungle plant, and more. It’s for 4 and up.

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PlayMonster

Pass the Pup is a musical game that doubles as a soft, huggable toy for playing or napping. Children begin the game by sitting in a circle, squeezing the pup’s paw, and then passing it around as the music plays. When the music stops, the dog will howl, and the person holding it then has to draw one of the cards. The card tells the player to act like a dog in some way, such as bark, scratch or roll over. It’s for two or more players 3 and up. Automoblox offers a selection of new mini-vehicles. Vehicles sport a body made of European beechwood, and include multiple interchangeable components, such as tires and wheels. With its mix-and-match features, it’s for ages 4 and up, no tools required. Several new cars join the mini line, with new sleek designs and colors. Some, such as the HR5 Scorch, will sport the first darker stained wood in the line. Also debuting are the mini cars C11 Nebulous and C12 Cipher as well as the new pick-up truck T15 Grizzly, and the X10 Timber Pack featuring an SUV with a trailer and the first-ever Automoblox motorcycle. The BR100 Hercules 16.5-inch hauler comes with two back ends, two mini vehicles, has room to hold and haul up to five mini vehicles, and features an adjustable ramp. Mix and match the 54 pieces to change it from a car carrier to a dump truck. New themes and features are added to the My Fairy Garden line. The new Unicorn Paradise set features a garden on and around cave where the glittery unicorn, Celeste, can rest with fairy friend Dahlia and Dahlia’s pet turtle Pebbles. Like the rest of the My Fairy Garden line, this set includes soil and seeds to grow real plants and flowers. The Windmill Terrace brings solar energy to My Fairy Garden. The garden’s main structure is a gourd featuring a moving windmill powered by the sun. When the windmill rotates, it also activates a water wheel below that scoops and circulates water in the pond. This set includes the fairy Saffron and her swans Grace and Beau, along with seeds and soil for the garden. It’s for ages 4 and up, launching this fall. PlayMonster introduces its first expansion of the Marbleocity line, featuring smaller marble machines at a new entry-level price. New for 2018 will be the Triple Play series featuring smaller models at a lower price point and with added plastic components that give the wood model a pop of color. The first two models in the series, Chaos and Archimedes Screw, feature elements such as a helix and funnel.

Playtime Adventures

The Playtime Reversible Slumber Bag features 25 different interactive games. Playtime Slumber Bags are made with rainbow colors, shapes, and positive affirmations. The bags can be used to not only sleep in but also as a playmat and cover when unzipped and laid flat. Created by teachers and kids, they are for ages 3 and up and sized to fit someone up to five foot 10-inches tall. They are available in girl and boy versions. The Playtime Slumber Bag is machine washable. Playtime Bed Sheets feature more than 50 interactive games, available in twin and full sizes. Playtime Bed Sheets feature a rainbow of colors and shapes, encouraging kids to explore and learn. The fitted sheets feature foreign language games, interactive games, math, spelling, grammar, science games, and more. The flat sheets have over-sized family board games, memory games, shapes, colors, and positive affirmations. The Imagination Pillow Case encourages kids and parents to create their own anytime stories. They are available in models for girls and boys.

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Pop-Oh-Ver

Pop-Oh-Ver is the new brand of durable kitchen playsets that assemble over household chairs from Kangaroo Manufacturing. These pretend playsets are fabric coverings for any kitchen or dining room chair that unfold to resemble a real-world kitchen, stove, and counter tops. The Pop-Oh-Ver Stove Set features a microwave door and oven door that opens and closes. Other sets include the Pop-Oh-Ver Deluxe Kitchen Set, Pop-Oh-Ver Master Chef Set, Plush Pretend Food Set, and Plush Baking Food Set.

Quercetti

Quercetti’s Rami helps kids get acquainted with binary numbers. It functions with levers and push-buttons that use hand-eye coordination to free the way for the colored marbles to roll down the tracks into the right arrival box. Each arrival box corresponds to a particular position of the four levers and to a different combination of the numbers zero and one. Included is a screen to cover the tracks and measure players’ ability. Besides developing manipulative skills and increasing reasoning and logic skills, Rami also challenges friends in fast races. It’s for ages 4 and up. Cuboga is a new game of building blocks to create marble tracks. With Cuboga, the marbles run flat along the tracks or upward thanks to the special internal design of the cubes which push the marbles forward and increase their speed. It’s for ages 3 and up. Made for ages 1 and up, the Wroom F1 car lets toddlers drive forward and backward as well as swerve by slightly turning the frame. The wheels are made of expanded EVA and can be removed and washed. The wheels are also made to ensure maximum adherence to any surface, at home or outside, without damaging them or making noise, according to the company. All the cars in the Wroom range have a unique design characterized by an ergonomic oval handle that allows movement of the wrist while helping develop fine motor skills.

Ravensburger

With the GraviTrax: Starter Set, for ages 8 and up, follow the plans or challenge yourself by designing your own marble run racing system. It comes with more than 100 pieces and 18 unique action parts. Add expansion sets and action accessories for infinite possibilities. Gravity determines each ball’s destiny, but kids can change it. It introduces science and engineering concepts such as gravity, magnetism, and kinetics. The BRIO Smart Engine Set with Action Tunnels is a wooden playset based on interactive smart technology. Made from high-quality materials and implementing action chips, the set puts kids in control of the placement of the tunnels. In the Five Little Fish Game, flip a lily pad card to see which fish to catch. Use a fishing rod to hook the fish you think will match. As you reel it in, watch as your fish expands accordion-style to show its colors. If it’s a match, you keep the catch. But pay attention; the fish change position. Catch the most fish to win.

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marketplace

Relevant Play

The Mad Mattr Quantum Tool Box features the soft, non-toxic building compound, that kids can easily mold and shape into creations. It contains 20 brick-building tools, including texture plates, miter boxes, and new curved versions of the Ultimate Brick Maker. Also included are two five-ounce packs of red and blue Mad Mattr. Everything is included in the portable tool box. Press it, mold it, squish it, and sculpt it. It launches in fall for ages 5 and up.

Skullduggery

Skullduggeryâ&#x20AC;&#x2122;s Max Traxxx Max Flex RC launches with three sets featuring 200, 250, and 300 pieces for kids ages 3 and up. Like all Max Traxxx racing cars, the Max Flex R/C car features undercarriage lights that make it look almost like it is hovering rather than rolling while the lights leave glowing streaks in their wake. Each remote-controlled racer recharges when plugged into the control.

SLIDA

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SLIDA Sphere Puzzles Fairy Floss and the SLIDA Sphere Puzzles Jelly are two interlocking 3-D puzzle ball challenges. Spin, twirl, and twist your body and the ball trying to figure the puzzles out. Fairy Floss is assembled from random combinations of orange, violet, yellow, and pink colors. Jelly is assembled from random combinations of ruby red, green, blue and yellow colors. Each is for ages 6 and up.

Smart Toys & Games

Squirrels Go Nuts is a sliding puzzle game with 60 challenges to test your skills. This 3-D game board, with squirrels, leaves, and acorns, includes a snap-on lid to easily store everything. In Goldmine, place all three ladder puzzle pieces on the game board so the miner can go up and down and reach the treasure. This magnetic travel game has 48 challenges, from easy to expert, for ages 6 and up. Play IQ Stars in three steps: choose a challenge and place the star puzzle pieces as shown on the grid. Fit all the remaining stars on the grid. And finally, there is only one solution. Solve the 120 challenges, from easy to expert. SmartMax, a division of Smart Toys and Games, launched its My First series of magnetic building sets last year with My First Animal Train and My First Safari Animals. The line expands with My First Farm Animals and My First Tractor Set for ages 1 and up. The My First Farm Animals allows little ones to click magnetic pieces together to create six farm animals or crazy combos of half sheep/half pig. The set includes 16 pieces. With the My First Tractor Set, preschoolers can use their imagination to create silly scenarios as they build with this click-and-pullapart 20-piece magnetic set.

smART sketcher

The smART sketcher projector from Flycatcher transforms photos from smart devices into a sketch. By using the free smART sketcher app, photos are filtered and transferred via Bluetooth to the projector. Users will see their image projected onto paper, which they can then trace. The smART sketcher also comes with preloaded micro SD cards filled with activities including stepby-step drawings, learn-to-write letters and numbers, and more. It’s for ages 5 and up.

Steiff

Steiff’s Earz elephant is the plush playtime companion that is nearly 12-inches tall. Made of cuddly soft plush stuffed with synthetic filling material, Earz features the classic Button in Ear, a Steiff signature tag for historical recognition and value. It’s for ages 1 and up. Also adding to its Flaps line comes the Flaps Baby Penguin. Standing at nearly eight-inches tall, this baby penguin features a fluffy soft body of woven “fur” and a yellow tag with brass-plated Button in Ear on its wing.

Strictly Briks

Strictly Briks reimagines the Rubik’s Cube with the patent-pending, cube-shaped Rubik’s Briks that allow for building in all directions. The square Brik Tiles for pixels and puzzles will be available in three sizes. The Rubik’s Briks: 3D Play Progressive Challenge Levels sets each come with instructions to build three different pixelated designs: a giraffe, camel, or penguin or a race car, dump truck, or plane. With the Rubik’s Briks: 3D Play Learning Cube, kids ages 4–10 add hinges to baseplates to build a cube or other 3-D build area. Combine it with 150 letter and number bricks to read, write, and do math through play. The line launches at retail this fall. Strictly Briks’ Trap And Gap Baseplates add to the classic Strictly Briks stackable plate design with gaps and trap doors for a toy car or other small household item to slide down to the next level. Like all Strictly Brik pieces, every building addition snaps onto others to create vertical and horizontal structures. There’s no right or wrong way to assemble. The Trap and Gap Baseplate four-pack includes two 10-by-10-inch baseplates with trapdoors in blue and gray, plus two 10-by-10-inch stackable baseplates in gray and green and 15 Stackers. It’s for ages 5 and up.

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Super Impulse

Super Impulse’s World’s Smallest Tiny Arcade has brought the most iconic arcade video games back in a size that will fit in your hand. The screen size is less than 1.5 inches and the overall cabinet sizes are 3.75-by1.75-by-1.75 inches. Each Tiny Arcade comes with the complete gameplay, full-color, hi-res screen, authentic game sounds, joystick, and two control buttons in a backlit arcade style cabinet. No coins are required. The collection is available in Pac-Man, Ms. PacMan, Space Invaders, and Galaxian. Coming soon are Galaga, Frogger, and Dig Dug. Super Impulse, in partnership with Mattel, introduces a special collection of Hot Wheels original sets from 1968 in miniature form in the World’s Smallest Hot Wheels line. It features Hot Wheels most collectible cars in 1:18 scale and orange track sets, including mini connectors, anchor clamps, and accessories. The Hot Wheels Rally Case is also available to carry mini Hot Wheels cars collections. The World’s Smallest Top Trumps shrinks the card game but keeps the gameplay. Compete for the best card stats to trump your opponent. It’s for ages 6 and up. Based on the 80s sensation, Super Impulse offers up World’s Smallest Mad Ball keychains. They light up and magically glide along any flat surface. The five characters are Horn Head, Skull Face, Dust Brain, Slobus, Screaming Meemie, and Oculus Orbus. They are for ages 3 and up. Also new for spring/summer is the Breakfast Monsters! line of blind bag collectibles, packaged in a cereal box. Created by artist and toy designer Heidi Kenny, the line combines breakfast food characters with a spooky twist. Choose from 12 squishy mystery plush options.

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Tactic

Jungle Runners, for ages 5 and up, begins on a sports day in the jungle. Players each have a team of animals they must navigate through the jungle. The first team to get all of their animals to the finish line wins. Knowing the strengths and weaknesses of your animals is the key when different animals can use shortcuts. But obstacles such as the falling tree, spinning turtles, or the crocodile’s tail could slow your team down. Every roll of the dice matches an animal and a move. Ninja Rush, for ages 9 and up, gives each player (ninja) the power to hold the sands of time. On each turn, flip the Sensei cards and quickly choose another player to flip and to where. Remembering not to let the sand timer run out, you can win Ninja Stars for success. But look out for a quick change of direction cards that can come up at any time. The new Let’s Play collection of grab-and-go games include six games which can be played straight from the box. Each game is self-contained and stored in plastic cases. Games include the memory games Let’s Play Choco (for ages 3 and up) and Let’s Play What’s in the Fridge (for ages 5 and up), the puzzle game Let’s Play Bell Towers (for ages 8 and up), the guessing games Let’s Play Doti (for ages 8 and up) and Let’s Play Panic Alias (for ages 12 and up), and Let’s Play Not for a Million Bucks (for ages 12 and up). These games join Tactic’s other family games Alias, Some Bunny’s Hiding, Emojito, Totem, Touche, We Detectives, 3 Little Pigs, and Colorology, among others.

Tangle Creations

With new colors for 2018, the Tangle NightBall Inflated Soccer Ball features a unique design that makes it easy to pass, volley, dribble, and score. It features LEDs that illuminate the ball from within. Play football in the dark with the Tangle NightBall Inflated Football. It features a unique Matrix design, is made of long-lasting durable material, and includes replaceable batteries. Or play baseball in the dark with the Tangle NightBat and ball. LEDs illuminate the sleeve with every swing and hit. All three items launch for spring.

Thames & Kosmos

Ooze Labs Chemistry Station comes with lots of different vessels and lab equipment so kids can play the role of chemist while doing real experiments using non-hazardous chemicals. This introduction to chemistry basics includes approximately 20 experiments. The experiments are printed on cards that can be clipped onto the lab station for reference. Experiments include glowing slime, color-changing slime, fizzing reactions, oozing bubbles, rainbow in a test tube, chromatography, cabbage juice pH tests, solutions, filtering, crystals, fire extinguisher, and underwater volcano. It’s for ages 6 and up. Kids First Coding & Robotics Sammy is a character that looks like a PB&J sandwich but is actually a robot that teaches coding principles and skills to children in grades K-2. Programs are created by laying down a sequence of physical code cards. As the robot drives over the code cards, an optical OID scanner on the bottom of the robot reads the code cards one by one and loads the program. Place the robot on a grid made of map cards, and the robot runs the program. This robot kit also teaches physical engineering and problem-solving skills through a series of building and coding lessons. A full-color illustrated manual guides kids through coding lessons and the assembly of different models. It’s for ages 4 and up. Drop It! is a family game in which each player drops a shape into the vertical game board’s drop zone. Players earn points for the highest level that their shape reaches when it lands and extra points for touching bonus circles. But don’t break a landing rule; The shape you dropped is not allowed to touch matching shapes or colors after it lands. If you break a landing rule, you will go away empty-handed. The Step-by-Step MAGIC Show is an introductory magic kit that comes with 20 simple tricks and step-by-step instructions to practice and perform magic shows. The kit includes a dice box with cardboard die, magic coin box, two plastic coins, magic cage, magic cylinders, banana cards, magic coloring book, bird-in-cage cards, two cloth hankies, magic wand, special rope trick box, and card box with false panel. It’s for ages 5 and up.

Top Trumps

Top Trumps is the classic trumps card game that’s been in play since the 1970s. In 1999, Top Trumps was re-discovered in archives of Hasbro, and brought back to life by Winning Moves International. Since then more than 80 million packs have been sold worldwide, and the game now features characters from Disney, Marvel, Warner Bros, Star Wars, and the BBC. This year, Top Trumps moves beyond pop culture themes to focus on STEM with four new decks: Sensational Science, Terrific Technology, Extraordinary Engineering, and Peculiar Problems. Card topics mimic questions kids ask beyond the classroom with illustrated facts and figures.

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marketplace Viking Toys

USAopoly

Thanos Rising–Avengers: Infinity War is a cooperative dice and card game for two to four players. In the game, players recruit heroes and assemble a team to face off against Thanos and his forces in an effort to thwart him from accomplishing his master plan—collecting all six Infinity Stones to power the Infinity Gauntlet. It’s for ages 10 and up. In Samurai Jack: Back to the Past, accompany Samurai Jack on his quest to vanquish the Shape-shifting Master of Darkness, Aku. As companions from Jack’s adventures, players strive to gain the most Honor by helping Jack gather Allies, Weapons, and Traits. This is a light strategy game for ages 13 and up. Harry Potter fans test their knowledge of all eight Harry Potter movies with Trivial Pursuit: World of Harry Potter Ultimate Edition. Move around the board with House Mascot movers as you answer questions and collect Trivial Pursuit wedges. The game comes with 1,800 questions to challenge the ultimate Harry Potter fan. Categories include Slytherin House, Death Eaters and The Dark Arts; Objects & Artifacts; Animals, Magical Creatures and Magical Beings; Witches, Wizards, Ghosts and Muggles; Hogwarts, Other Locations and Transportation; and Spells, Potions and Other Magic. It’s for ages 8 and up. Disney’s A Wrinkle In Time Daring Adventure Game is a cooperative game that captures the epic journey of the theatrical release as players take on the role of the story’s main

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Cute Rider Panda is a ride-on toy for ages 1–5. Kids sit on the sturdy plastic seat with anti-slip and push along with their feet while holding onto the ears that are fit for small hands. This toy supports toddlers development by promoting early walking and mobility. It is made for indoor use so the wheels are quiet and won’t mark floors, according to Viking. The Cute Rider also has storage space under the seat. It’s for ages 1 and up. Pick up and haul toys, dirt, and sand away with the 8-inch Jumbo Dump Truck. It includes a removable figure to spur imaginative play. It’s suitable for indoor or outdoor play, and made to handle any climate. It’s for ages 1 and up. Noah’s Ark is a 14.5-inch ark with wheels for play in water or on land. The Ark has a dropdown ramp and comes with six animals and two character figures. It’s for ages 1 and up.

WeCool

Make your own squishy slime with the Make Your Own Large DIY Kit in as little as 10 minutes. Mix glitter and powder, add water, and shake to create tons of squishy slime. It comes with a mixing tray/ spoon, four storage containers, eight compound packs, and nine glitter packs. With the Mix & Mash Unicorn, kids can get creative with stretchy, squishy unicorn mash colors. Ready-made and ready for play, it requires no glue. Both sets are for ages 4 and up.

Wild Republic

Whiffer Sniffers

Wild Republic’s collection of five-inch Audubon Plush Birds with sound feature realistic designs approved by the Audubon Society. The sounds come straight from the Cornell Lab of Ornithology’s wildlife recordings. New 2018 releases include the osprey, house sparrow, Atlantic puffin, baby chick, purple martin, northern flicker, California quail, pileated woodpecker, and wild turkey. New Hugger Mermaid plush dolls come in a larger 12-inch scale. The stuffed toy hugs you back. Triple-protected, specially-designed snap bands provide a safe grip. Similar to slap bracelets, simply wrap the mermaid’s tail around your wrist, backpack, stroller, bike, etc. Huggers are available as green, pink, blue, and purple.

Whiffer Squishers is a new line of collectibles that mirror Whiffer Sniffers. They are slow-risers and puff up to a round and sweet-smelling pal available in six styles. Pictured is Chill Bill Squisher. Also launching this summer are the smaller Whiffer Gum Balls in eight scents with a clip-on ring to attach to backpacks, purses, or sports bags.

Winning Moves

In Crackers In My Bed, spin the spinner and search through the bear’s bed to find the top-half cracker pieces that match the bottom-half cracker pieces you have. When a correct match is made, “feed the bear.” The first player to feed all his crackers to the bear wins. It comes with a sturdy platform game board with stand-up bear “headboard”, 32 color-coded cardboard cracker card tops, 16 cardboard cracker card bottoms, an oversized spinner, and illustrated instructions. This two-to-four player game is for ages 4 and up.

Yulu

In Tic Tac Tongue, put on a chameleon mask and get ready for a game of skill and speed. One player flips over a number card. The other two players face off to knock down the correct insect card using their chameleon tongues. The chameleon that knocks down the most insects the fastest wins. It’s for ages 4 and up, launching fall. The football-shaped Helix Light-Up Spinner is designed to help kids unleash their ultimate throwing power. It features a unique rollback plastic string that helps generate maximum velocity and enables the ball to be thrown even farther.

Zing

Churn out bubbles with the wave of your hand with Glove-A-Bubbles. Remove the bubble pouch from the glove and pour one of the two bubble solutions into the pouch. Dip the glove into the bubble pouch. Wave your glove back and forth to produce bubbles instantly. Glove-A-Bubbles come with one glove and two packs of bubble solution. The pouch is also resealable and refillable. Glove-A-Bubbles come in eight different animal-themed gloves.

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Licensing Expo 2018 Preview • Hasbro’s Brand Blue Print: A Map for Storytelling • Fingerlings: Not Just Monkey Business • BuzzFeed’s New Biz Plan Cooks Up Success

Hasbro’s Brand Blueprint: A Map for Storytelling TFE Licensing chatted with David Henderson, Hasbro’s Senior Vice-President of Consumer Products, North America, about Hasbro’s Brand Blueprint and how this strategic framework for brand development is helping the company make headway in new markets and reach new audiences. Creating immersive experiences for its fans has long been a pillar of Hasbro’s strategy but how are you amplifying that for 2018 and beyond? Hasbro’s strategy is to put the brand at the center of the fan experience, looking to reach consumers in every facet of their lives. We’re always searching to expand into new categories, audiences, channels, and platforms which help to engage new or latent fans– and live entertainment and experiential licensing is a priority for all of our brands. Fans around the world feel a close connection to brands such as Nerf, Monopoly, Transformers and My Little Pony, and live-event experiences allow us to bring them inside those properties in new ways. We’re doing this with theme park attractions such as the Transformers ride at Universal Studios, and a Transformers experience in China from Victory Hill Exhibitions, Transformers Autobots Alliance (pictured). Live events have also been successful for our brands. On the retail side, earlier this year, we collaborated with eight Indonesian designers to create looks inspired by My Little Pony which were sold at a pop-up shop in addition to traditional retail. As we look ahead, Location-Based Experiences are a key growth category for us globally. We recently announced the world’s first Monopoly Hotel, Monopoly Mansion by Sirocco, located in Kuala Lumpur and a collaboration with Kingsmen to create, build and operate Nerf family entertainment center attractions across Asia Pacific. For each of these locations, we are also creating built-in retail components to allow consumers to not only experience these brands, but to shop for physical product as well. Every brand is different, but do certain brands lend themselves more to location-based experiences? With our family-friendly, globally relevant brands such as Transformers, My Little Pony, Monopoly, Nerf, Clue, Candyland, and Battleship, we’re uniquely positioned to expand our location-based experiences business. We’re particularly excited about the Nerf family entertainment center attractions Kingsmen is building across Asia Pacific. The collaboration will allow us—for the first time ever—to offer a wholly immersive and true play experience that unlocks a totally new and exciting way to experience the Nerf brand for fans of all ages. With the first location to open by 2019 in Singapore, each stand-alone indoor entertainment facility will feature multiple activity zones, merchandising, and food and beverage areas that will engage and entrench all family members into the fun and action of the Nerf brand.

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Transformers Autobot Alliance, photo courtesy of Hasbro

Consumers now have a better grasp of AR/VR technologies. How are you utilizing these technologies for brand experiences and promotions? AR and VR technologies are an important part of our overall franchise strategy and have been an exciting part of our location based experience collaborations. In December 2017, Victory Hill Exhibitions opened Transformers Autobots Alliance in China. This is the first exhibit of its kind to showcase the larger-than-life robots, as well as special effects, reflex tests, VR, motion sensing, and other features surrounding the brand. The exhibit will tour to venues around the world. We’re also collaborating with DMG to launch immersive and interactive Transformers AR/VR digital experience centers, first in Shanghai, and then expanding to other Chinese cities over a five-year span. How has the speed of information and social media impacted and changed Hasbro’s overall brand-building strategy and gauging consumer interest? Social media has become a powerful tool in helping to create new and innovative play experiences. We mine social media for emerging trends and act quickly to deliver fans what they are looking for in our games and entertainment categories. To reach consumers where they already are, Hasbro is focused on working with influencers like Joe Santagato and Dude Perfect, as well as smaller ‘micro’ influencers globally, which gives us the ability to talk to fans around the world. Nerf Nation has continued to grow and expand, creating a vibrant, active online community with more than two million fans on Facebook, millions of YouTube video views, and thousands of user-generated content

featuring Nerf products. When developing upcoming products, the Nerf team has an open dialogue with our fans to learn how they play and how we can continue to better satisfy our core consumers’ product wants and needs. From consumer and fan insights, we have learned consumers are yearning for active Nerf experiences in all aspects of their daily lives, from footwear to party kits, outdoor obstacle courses to performance and retro apparel to room décor and more. We will see this brand come alive in all key categories in the months and years ahead in support of Nerf Nation. We are seeing a nostalgia right now for toy brands that today’s parents grew up with—how are you tapping into that nostalgia for brands like MLP and Transformers through consumer product? Iconic brands such as My Little Pony and Transformers are central to a wave of millennial nostalgia as new parents share the toys and brands they loved as children with their own kids. The My Little Pony and Transformers brands tap into the emotional connection many parents have with the brands, while offering something new to younger generations. We are celebrating both brands this year with campaigns that celebrate their heritage. My Little Pony celebrates 35 years of “Ponifying the World” in 2018 and we have worked with several consumer products partners who have created homages to the original line of G1 Ponies. Last fall, high-end fashion designer Moschino released a collection inspired by the colors and design of the original My Little Pony figures, and this year, Basic Fun! recreated the original six Ponies for kids and collectors. The Transformers brand returns to the 1980s later this year with the release of Bumblebee, the first spin-off of the film franchise, which is set in 1987. We worked with Enjoy The Ride Records and Sony Music/Legacy Recordings to release the soundtrack to the original animated Transformers series which debuted in 1984—available for the first time on vinyl. Hasbro has stepped more firmly into the controller’s seat over its programming. How does this help bolster consumer brand engagement around your upcoming programming slate? In November 2017, we announced a five-year deal with Paramount to deliver the next era of content-led brand engagement and merchandising. This is a significant step forward in developing content around Hasbro brands, dating our films and participating in increased franchise economics. As we grow our footprint in Hollywood, Hasbro has evolved from a traditional toy and game company to a global play and entertainment leader, and developing our storytelling capabilities through Allspark Pictures and Allspark Animation has been a significant component to realizing that vision. Hasbro’s storytellers are developing content for all audiences on all screens in entertainment, publishing, digitally through social media, on websites, in digital gaming, and by fans themselves. This is an exciting year for Hasbro as we release new entertainment

content for our brands on a variety of platforms—including YouTube, Netflix, and traditional broadcast—leading up to the December release of Bumblebee, starring Hailee Steinfeld and John Cena from Allspark Pictures and Paramount. Entertainment is just one aspect of our full brand blueprint as we focus on telling stories, creating entertainment, developing innovative toys and games, partnering with great licensees across consumer products, and delivering immersive, 360-degree experiences to consumers around the world anytime and anywhere they want. Baby Alive is among the newest “franchise” brands for Hasbro. What will be your focus for the brand? Baby Alive joins our franchise portfolio as we’ve seen a tremendous amount of growth over the past few years within this category. According to NPD, in 2017, Baby Alive was the No. 1 nurturing doll brand across the G10, with a 17 percent market share. We have expanded and evolved product offerings to meet today’s children’s ever-evolving play styles, with new consumer products such as our Doll and Me fashions and additional accessories, such as strollers and high chairs. Part of our brand DNA is to represent the diversity that exists in today’s world, through baby dolls with multiple skin tones, hair textures, ethnicities, languages, genders, and the ability for our speaking dolls to address mommy or daddy. Outside of U.S., what global markets is Hasbro focused on right now? A global presence for Hasbro is a key element of both our channel strategy and our overarching brand blueprint. We are continuously adding to our global retail footprint by expanding in new channels in both developed economies and in emerging markets, such as Asia and Russia. As we continue to invest in storytelling and content for our franchise brands, we expect to accelerate the growth of our Consumer Products business across multiple categories and markets. One market in particular that Hasbro is currently focused on is China, as 2017 was our biggest year ever in that market. The Transformers and My Little Pony brands in particular have seen significant growth as these properties have benefited greatly from a full franchise execution including consumer products, branded events, and strong, locally-relevant content-to-commerce online campaigns. Not only did China become the largest grossing international market for the My Little Pony Movie after its January premiere, but Hasbro is even co-creating all-new Transformers television programming for the China market due to its popularity. In addition to these franchise properties, Hasbro China is also supporting other brands from an expansion of Hasbro’s Disney products to immersive Hasbro Gaming experiences, so it is definitely a market we have a close eye on in the years to come.

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S E I R E S D E T A M I N A 1 E N U J S E R E I M E R P

youtube.com/sybogames

Based on 2017’s Most Downloaded Mobile Game, new Series Brings Globe-Trotting Characters To Life SUBSURF Licensing Program Echoes Brand’s Street-Style Authenticity

most downloaded game around the world. Earlier this year, Subway Surfers became the first game to pass one billion downloads on Google Play’.

For the first time, fans of Subway Surfers, 2017’s most downloaded mobile game, will get to know the characters they’ve seen within the game and delve into their world, when the short animated series Subway Surfers debuts June 1 on SYBO’s YouTube channel.

In Subway Surfers, SYBO Games introduced the world tour concept. Every month, Subway Surfers lands in a new city or country. Its key characters have travelled to more than 43 destinations. Players take on the role of the graffiti-tagging main protagonist Jake or one of his many friends. They run from the grumpy inspector and his dog through the subway systems of famous cities around the world while collecting coins and dodging oncoming trains.

In the Subway Surfers animated shorts, audiences meet four best friends as they navigate the exuberant joys and ironically-epic dilemmas of life as tweens. Together, these friends explore their magical city on skateboards and discover an amazing mystery that will introduce technology and change their lives forever. The 10 x 4-minute episodic series from SYBO Games is scripted by Brent Friedman (Star Wars Rebels, Star Wars: The Clone Wars) and Francesca Marie Smith (Hey Arnold!), produced by Daytime Emmy award-winning producer Sander Schwartz (The Batman, Justice League, Teen Titans and What’s New, Scooby Doo). New episodes are anticipated to be released every two weeks. Subway Surfers History The debut of the new animated shorts takes Subway Surfers full circle. In 2009, Bodie Jahn-Mulliner and Sylvester Rishøj, two animation students, created an award-winning short about a rebellious character that graffitis a metro railway escaping a grumpy inspector and his dog.

SUBSURF Program “The animated series, the mobile game, and the SUBSURF merchandising program all echo this common thread,” said Naz Amarchi-Cuevas, Head of Licensing, SYBO Games. “As we build the SUBSURF program, we are looking for partners that can deliver the street smart, edgy youth culture, skate music and dance influence echoed by Subway Surfers.” Subway Surfers resonates as the original Street Art brand, whether it be graffiti, stencils, prints and murals, large-scale paintings and projects of artistic collaboration, among others - is very much part of the brand and represented in all aspects.

Soon thereafter, the two founded SYBO Games, which brought Subway Surfers to the mobile game arena. The game was a charttopping success out of the gate, with over three million downloads one week after its launch. In 2017, five years later, it ranked as the

Interested to learn more? To meet during Licensing Show, please email naz@sybogames.com

BRAND PROFILE

n August 2017, WowWee introduced us to the world of Fingerlings wearable interactive toy monkeys on what it dubbed #FingerlingsFriday. From the start, the company took an integrated marketing approach for the line, utilizing its relationships with top social media influencers to generate a buzz and ensure—especially in a category as populated as collectibles—Fingerlings was visible.

Since then, the brand has only grown in popularity, expanding with new (and often hard to find) characters that include sloths, unicorns, two-tone and glitter monkeys, and more recently Untamed Raptors and Mini Fingerlings. Fingerlings Hugs, a line of interactive plush, will also launch later in the year. WowWee appointed Striker Entertainment in February to manage the brand and help take it to the next level. Since then, Striker has been at work developing the Fingerlings world and its characters. “If you introduce a toy and it’s super hot, then it has a moment,” says Russell Binder, founding partner at Striker. “If you introduce characters that people care about and a world in which those characters live where there’s fun, aspiration, and conflict, then you’re creating something that has potential longevity.” Earlier this month, the Fingerlings YouTube channel debuted with three programs building out fan-favorite characters with content that speak to today’s kids.The short-form Fingerlings Tales animated series follows the adventures of Bella, Boris, Gigi, Marge, and friends in their hometown of Melody Village. The channel also hosts the live-action variety show, The Fingerlings Show (hosted by Bella and Boris) and Hangin’ with Gigi!, a weekly video conference interview featuring top toy influencers. New episodes air every week. The consumer products program has thus far focused on the longer lead-time categories, while also complementing WowWee’s product in the toy aisles. More recently, Fingerlings signed on licensees including Accutime for watches, Handcraft for underwear, Jay Franco for bedding, Midlon for confections, Sunstaches for novelty eyewear, Sambro for back-toschool items (EMEA), and ADDO for crafts (EMEA, Australia, New Zealand). They join Allstar Vending, Bioworld, Cardinal, Commonwealth, Innovative Designs, Super Impulse, and Tara Toy. Product soft launched in retailers such as Target, Walmart, Kohls and Five Below with bedding, apparel/underwear, puzzles/games, plush, and stationery. The bulk of the program, including additional product categories, is set to release this holiday. “Whether kids are brushing their teeth with a Fingerlings toothbrush or sleeping on a Fingerlings pillow, it’s about making sure that Fingerlings are present in this 360 world that kids are in,” says Sydney Wiseman, creator and brand manager of Fingerlings. 66 tfe May/June 32 tfeLicensing October 2015 2018

FAST FACTS

Fingerlings Tales launched on YouTube on May 11, with plans to establish the messaging and audience here before taking it to broader platforms. The series is written and directed by Kevin Munroe (Teenage Mutant Ninja Turtles) with Striker’s Russell Binder and Marc Mostman serving as executive producers. Fingerlings was crowned Toy of the Year at The Toy Association’s 2018 TOTY Awards. Fingerlings are inspired by the real-life pint-sized monkeys, Pygmy Marmosets.

The original six Fingerlings monkeys are Sophie, Mia, Zoe, Boris, Finn, and Bella.

PARTNER ROUNDUP Clockwise from top left is a highlight of best-in-class partners for FINGERLINGS • Innovative Designs’ line of Fingerlings-licensed stationery includes the Fingerlings Secret Diary Set for ages 3 and up. This diary set comes with a diary with lock, sticker sheets, pen, and stamper with ink all featuring Fingerlings imagery. • New from Commonwealth is a line of assorted Fingerlings plush. Press the tummy of the 10-inch Fingerlings Plush with Sound to hear them giggle. They feature bendable arms and legs and curly tails to hang them upside down. • Cardinal offers a collection of Fingerlings-inspired games, including the skill-and-action Fingerlings Tail Ring Fling Game. In the game, players put on monkey ears and tails, and then play a ring toss game. Whoever catches the most rings on her tail wins. • Super Impulse expands its World’s Smallest toy line with the addition of the World’s Smallest Fingerlings. The company has scaled down the popular Fingerlings characters and playsets into the smallest versions yet. • Allstar Vending is bringing the Fingerlings to the vending world with the introduction of Two-inch Fingerlings Bracelets. The bracelets are available in the original six Fingerlings characters and feature simple snap closures for wear.

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BRAND PROFILE

by Jennifer

Lynch

Here’s How BuzzFeed’s New Biz Plan is Cooking Up Success

ore than likely your first experience with BuzzFeed came by way of a catchy article, quiz, or listicle. You clicked it and it sent you down a rabbit hole of other quizzes, lists, and pop culture news. But that was the old BuzzFeed, the “bored at work” BuzzFeed as founder and CEO Jonah Peretti has previously referred to it. Today, the company is positioned as a leading global digital media company featuring award-winning journalism, an e-commerce arm, entertainment studio, its own brands, and yes, quizzes, too. Ever forward-looking, BuzzFeed now has its sights set on new ways to monetize its own content and to engage its audiences. BuzzFeed is evolving toward a multi-revenue business model projected to be on track to grow to one third its revenue this year and to half its revenue for 2019, according to Peretti. Starting with its viral cooking brand Tasty, licensing is part of that model. This isn’t the company’s first test-run with consumer products, but until now these products were all developed internally, via its e-commerce division, BuzzFeed Commerce (formerly BuzzFeed Product Labs). In Q4 2016, for example, the company developed a fully customizable on-demand Tasty-branded cookbook in the space of just 4-5 weeks, and sold it exclusively on tastyshop.com. With only five weeks left in the year, it sold more than 125,000 copies. After bringing on industry veteran Eric Karp as its first head of licensing in late 2017, BuzzFeed has now launched the first Tasty con-

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sumer products program, extending the brand beyond digital with cookware and kitchenware products. The new line, developed by licensee Epoca International, launched exclusively with Walmart in March across its U.S. locations and at Walmart.com and Jet.com. In December, the two companies also partnered to include links in Tasty videos to buy kitchen tools, groceries, and other accessories through Walmart’s e-commerce sites. While other digital companies typically have to rely on social influencers these days to get the buzz out there on these kinds of CP initiatives, Buzzfeed has the benefit of helming so many micro platforms of engagement to promote and test on many different levels. “With regards to Tasty at Walmart, we have a multi-layered marketing strategy that we’re employing,” says Karp. “Everywhere Tasty’s popular, we have some sort of call to action to our fans. Following the launch month, the intention is to pulse across all platforms, so we’re not inundating our fans but still giving them a steady supply of messaging on

the availability of the product. It’s not dissimilar from the way that we launched and continue to market our Tasty publishing line. ” On the agenda for Tasty on the back half of 2018, consumers can expect a build out of its non-electric range, the launch of small electric appliances, new licensee announcments, and two more books from Penguin Random House. BuzzFeed will also work with new promotional partners with major CPGs, who are also advertisers with Buzzfeed. Next, BuzzFeed plans to apply the same retail-first strategy as a model for other BuzzFeed brands such as Nifty, Goodful, Playfull, and As/ Is as well as its other lifestyle verticals. These plans begin with Goodful, driven by partnerships in textiles, home electrics, and kitchen products that speak to its messaging on wellness. BuzzFeed as an organization has employed a test-and-learn approach to both its content creation and its product promotion, and from a marketing standpoint, it’s a strategy that, thus far, works.

Licensing Expo 2018

This year’s International Licensing Show will showcase more than 5,000 brands from more than 65 countries around the world. representing top properties across every medium, with more than 16,200 retailers, licensees, and manufacturers on hand to ink new deals. The companies listed as follows offer up just a sampling of what will be on display this year in Las Vegas.

American Mensa

4K Media

4K Media, a wholly owned subsidiary of Konami Digital Entertainment, is a brand management and production company best known for its management of the Yu-Gi-Oh! franchise outside of Asia. This year, the Yu-Gi-Oh! anime brand celebrates its 17th anniversary of entertaining and engaging young audiences in the U.S. and globally outside of Asia through its TV series (800-plus episodes), three feature films, consumer products, the mobile game Yu-Gi-Oh! Duel Links as well as the trading card game. 4K Media also manages the properties Bomberman, Contra, and Frogger from Konami as well as Rebecca Bonbon, the girl’s anime brand created by Yuko Shimuzu.

American Greetings

Part of the Care Bears Classic Plush line from Just Play is the new Share Bear featuring its classic double-straw milkshake tummy symbol, which serves as a reminder is a wonderful reminder that the sweetest treats in life are the things we share with the people we love! Super Impulse has also added to its line of World’s Smallest with the World’s Smallest Care Bears featuring Cheer Bear, Funshine, Share and Grumpy.

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Founded in 1960, American Mensa is the high IQ organization that partners with smart brands, products, and initiatives that celebrate intelligence. With more than 50,000 members, American Mensa is the largest national Mensa operating under the auspices of Mensa International. There are currently more than 130,000 members worldwide, and an estimated six million Americans are eligible for Mensa membership. The Smartest Brand continues to develop its brand licensing program, expanding several existing categories and identifying new areas of growth. Several successful partnerships including Hasbro, Barnstorm, Workman Publishing, and Skyhorse Publishing will continue in 2018, delivering products for all ages—from children’s games to desk calendars, brain-training apps, and puzzle books. American Mensa highlights several strategic partnerships at Licensing Expo including dating services through Match.com and content for American Airlines. American Mensa has also partnered with Norwegian Cruise Line to provide puzzles to its passengers via daily quizzes distributed on the Oceania and Regent lines.

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BBC Studios

BBC Studios, which recently merged with BBC Worldwide to form a singular commercial entity, will showcase a range of brands including Doctor Who, Top Gear, BBC Earth, Hey Duggee, Something Special, and Strictly Come Dancing. Doctor Who’s new season will include Jodie Whittaker as the first female doctor. Renewed licensees include Titan for figures, apparel, and gifts and novelties in the U.S., Canada, and the UK; Funko for Pop! figures and novelties in the U.S., Canada, Ireland, Australia, and New Zealand; Lady Sandra for home goods, comforters, pillows, and more in the U.S. and Canada; and Rabbit Tanaka for lighting, mirrors, clocks, and wall décor in the U.S. and Canada. New deals for Doctor Who will be announced in the coming months. Doctor Who has more than 70 global licensees, including Character Options, Penguin Random House, Winning Moves, Eaglemoss, Kokomo, and Brand Alliance. Season three of Hey Duggee was greenlit, and numerous deals are underway for this year. Partners include Penguin Random House for publishing; Immediate Media for magazines; Golden Bear for toys in the UK; Jazwares as master toy partner in the U.S.; Jasnor to distribute Golden Bear’s plush toy range and Jazware’s figures and playsets in Australia; Chicco to distribute Golden Bear’s plush toy range and Jazware’s line in its stores in Italy; and Winning Moves for games in Australia. Softlines partners include Dreamtex for bedding in the UK and in Australia and Designworks Clothing Co. for apparel at Big W stores. Several Hey Duggee licensees will launch product this holiday season.

Brand Central

Brand Central Insights announced new features for its trend intelligence service as well as an expanded management team. The service is a curated monthly subscription service that provides customized reports with insight-rich, actionable intelligence based on knowledge of how trends take shape, evolve, and gain resonance. Brand Central Insights is now offering proprietary store checks that provide in-depth analysis into the key categories and trends at popular retail chains across the country. The service is also offering analysis from more than 20 trade shows a year ranging from food, toys, apparel, home, publishing and so forth. This trade show recap feature provides insight into the hottest products, trends, flavors, packaging, and cultural trends as seen at the most popular trade shows that can be leveraged in clients’ own businesses.

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Brandgenuity

Brandgenuity will grow the licensing program for the new toy brand, Fur Babies World, which launched exclusively at Walmart in March and rolls out to other major retailers this year. Brandgenuity is seeking licensees across categories including toys, games, puzzles, apparel, accessories, publishing, back-toschool, home, and more. Brandgenuity continues to represent MGM Studios’ library of new and classic titles. In 2018, Brandgenuity will extend new films Anna and the Apocalypse as well as the new animated film, The Addams Family, and Creed 2. Brandgenuity will also expand the licensing program for the animated series, Oddbods, and have signed on four licensees in toys, apparel, accessories and sleepwear. Products will launch at major retailers in 2018. Brandgenuity also seeks licensing partners for Carmen Sandiego, the new animated series coming to Netflix in 2019, in categories including toys, apparel, accessories, and more.

The Brand Liaison

YouTube sensation LaurDIY (Lauren Riihimaki) licensing includes a roster of best-inclass licensees. With an audience of more than 17 million millennial and Gen-Z followers across all social media feeds, Forbes described LaurDIY as “The Millennial Martha Stewart.” Partners include Mattel, Plaid, Mad Engine, Incipio, The Kersheh Group, Cousin, PopSockets, and C.R. Gibson, along with promotional partners such as Disney, Fanta, Starbucks, Mudd Jeans, DuckTape, and more. Actor, comedian and producer Kevin James has selected The Brand Liaison to lead his licensing efforts for his new lifestyle brand Jamestown as well as other strategic licensing and endorsement opportunities. The Jamestown Clothing Company targets the Gen-X guy who loves sports, food, family, and friends. The apparel line will be created for comfort with engineered elements and breathable technologies. The Brand Liaison is currently meeting with potential licensing partners across multiple categories with a focus on apparel and accessories. The digital emoji brand, EmojiOne has a consumer products line under the brand JoyPixels that includes Kelloggs’ PopTarts, apparel from Bioworld and others (including fan art on Red Bubble), and more. The EmojiOne icons feature graphics found on multiple digital platforms including licensing with Verizon, T-Mobile, Sony, PlayStation, WIX, BuzzFeed and more, and have been featured on televisions shows and commercials including McDonalds, PizzaHut, Duracell, 3-M and a commercial for the NFL during the Superbowl. The EmojiOne collection includes more than 2,800 eclectic icons and new versions are released annually, including some adult emoji’s that can’t be shown here.

Cartoon Network Enterprises

Cartoon Network Enterprises announced new partnerships and collaborations for The Powerpuff Girls. The brand, celebrating its 20th anniversary this year, will see a global rollout of new episodes, events, and products that will continue into 2019. For the U.S.: Launching globally for holiday, Mattel will offer Barbie stylized fashion inspired by The Powerpuff Girls. Champion will launch The Powerpuff Girls collection of limited-edition fleece and heritage silhouettes for fall. Mondo T’s will introduce a variety of The Powerpuff Girls pins and high-end prints. LEGO will introduce new building sets in August. Licensing partners for The Powerpuff Girls in Latin America (LATAM) will expand to include Havaianas (kids and adult footwear for July), Cremer (personal care products), Dentro da Historia (books), Amazonia (themed coconut water) in Brazil. New and expanding fashion collaborations for The Powerpuff Girls in Europe, the Middle East and Africa (EMEA) include Sabrina Pilewicz (women’s handbags in Poland), Undiz (direct-to-retail nightwear and underwear this August in multiple territories), Textiss (nightwear and underwear in France in October), British fashion designer Katie Eary (apparel), and Bizuu will be expanding its existing collaboration with the introduction of a new athleisure collection for Poland.

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Centa IP

Sonar Entertainment has partnered with global licensing agency Centa IP to oversee the licensing and retail development for its new television series Go Away, Unicorn! The animated television series produced for Disney Channel and YTV, based on the book of the same name by Emily Mullock, features a young girl named Alice and her best friend—an energetic unicorn—as they explore their differences and how friendships can be found in the unlikeliest of places. Centa IP will oversee the global licensing efforts for the property as it expands worldwide, starting this fall on Disney Channel worldwide and YTV.

Brand Activation Consulting

Brand Activation Consulting (BAC) and the Roald Dahl Story Company have unveiled the first nine licensees to lead the launch of licensed products in North America. The products, featuring Roald Dahl’s globally bestselling stories Matilda, Charlie and the Chocolate Factory, James and the Giant Peach, and The BFG, in combination with Sir Quentin Blake’s illustrations, will start hitting U.S. and Canadian shelves this fall. New partners include Out of Print for newborn, kids, and adult apparel, accessories and gifting; Litographs for adult apparel, accessories, and posters; Storiarts for scarves, accessories, and newborn blankets and caps; Culturenik for prints and gifting; Winning Moves for Top Trumps card games; Fiesta Crafts for hand and finger puppets; Riley Blake for fabric and fabric kits; Storybook Cosmetics for beauty; and Rococo Chocolates for confectionery .

Brandgenuity

One Animation, creator of the animated series Oddbods, has partnered with American Marketing Enterprises, a wholly owned subsidiary of Global Brands Group, and Concept One Accessories for Oddbods sleepwear and accessories, respectively, in North America. American Marketing Enterprises and Concept One join master toy partner Kids Station, and apparel licensee, The Bentex Group, bringing the Oddbods licensing program to four licensees. American Marketing Enterprises will offer a range of children’s sleepwear, including pajama sets, gowns, sleep pants and shorts, robes, boxers, thermal underwear, and more. Concept One will create a line of accessories including bags, backpacks, luggage, cold weather accessories, headwear and more. The license agreements between One Animation and its new licensees were brokered by One Animation’s North American licensing agency, Brandgenuity.

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Discovery

In March, Discovery Communications completed its acquisition of Scripps Networks Interactive, marking a new chapter for the combined company. At Licensing Expo, Discovery will focus on licensing programs from the legacy Discovery Networks’ portfolio, Discovery Channel properties, and the 15th anniversary of Puppy Bowl XV. Additional brands to watch include Planet Earth, TLC’s Say Yes to the Dress, Discovery Adventures, Food Network, and HGTV. #Mindblown is a new global brand founded at the intersection of exploration, curiosity, and STEM-based edutainment. #Mindblown was originally created for Science Channel’s on-air promotion and tagline for a gender-neutral STEM toy brand targeting Gen Z-ers. The brand launched this year with global toy partner Merchsource. Inspired by Discovery’s STEM programming from Discovery Channel and Science Channel and shows such as Street Science, Discovery #Mindblown aims to provide hands-on experiences from toys and games, to publishing apps, apparel, and live events. It’s supported by Discovery Education’s inschool digital curriculum. Discovery Shark is a new fashion collection Discovery Consumer Products has designed in collaboration with British pop artist Philip Colbert of The Rodnik Band. The collection will debut in advance of Shark Week 2018, the 30th anniversary of the television event. Shark Week is a comprehensive licensing program based on the long running summer tentpole event. Each year, Shark Week takes viewers on a week-long journey to uncover the secrets of the ocean’s top creature. Shark Week is found in all 220 countries and territories around the globe. Animal Planet is one of the top animal brands. The network’s tentpole, Puppy Bowl, celebrates its 15th anniversary. Brand initiatives include the Animal Planet kids line and pet collection. A portion of the proceeds from U.S. Animal Planet pet products benefit R.O.A.R, a network initiative dedicated to improving the lives of animals in our communities and in the wild.

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Endemol Shine North America

The award-winning drama Peaky Blinders is produced in the UK for BBC Two and sold globally by Endemol Shine International across 182 countries, including airing on Netflix. A fifth series of Peaky Blinders has been confirmed for 2019. The cooking competition series Masterchef (Fox) is a leading cooking franchise in America, with 60 million unique viewers in 2017. Globally, Masterchef was recognized in 2017 by Guinness World Records as the Most Successful Cookery Television Format. Masterchef season nine premieres May 30. Masterchef Junior season six airs on Fox and consistently leads the night in the 18–34 demographic. Season seven is currently in production. Recently announced licensing partnerships include Camp MasterChef, Craftsy.com, EatWith, SCS/MC Small Electronics, and Penguin Random House publishing. The game show Deal or No Deal returns with host Howie Mandel as part of CNBC’s primetime lineup in Q4 2018. The reimagined Deal or No Deal will feature the same high energy and risk-reward that captivated audiences, with some new twists. In its original run on NBC (2005-2009) Deal or No Deal at the height of its ratings success averaged 16 million viewers weekly and reached 78 territories worldwide. Simon’s Cat, the animated comedy series featuring the antics of a cat and his long-suffering owner Simon, celebrated its 10th anniversary in March 2018. Now in more than 100 countries, Simon’s Cat has more than 200 licensed products around the world including the mobile games Simon’s Cat Dash and Simon’s Cat Crunch Time, which topped 5 million downloads globally. Recently announced licensing deals include Caseable and Isaac Morris Ltd. Endemol Shine North America is also seeking opportunities across all categories for Page Six TV and Mr. Bean.

Entertainment One

Entertainment One (eOne) returns to Licensing Expo with a focus on its preschool entertainment properties Peppa Pig, PJ Masks and Ben & Holly’s Little Kingdom. Peppa Pig continues to expand into international markets and now boasts more than 1,000 licensees globally. The brand has standout retail presence in the UK, the U.S., ANZ, China, Italy, Brazil, and France. Through a new global partnership with Merlin Entertainments, Peppa Pig Land in-park attractions launched at Heide Park in Germany and Gardaland in Italy and Merlin is set to create a Peppa Pig indoor play experience from 2018/2019 in the U.S. and China. eOne will celebrate the brand’s 15th anniversary in the UK and Australia in 2019. Over the past year, eOne’s preschool superhero property PJ Masks has seen strong broadcast ratings and the launch of a full product line internationally. Just Play’s global master toy line has propelled PJ Masks to the No. 1 growth property in the U.S. preschool toys sector last year. The TV series is broadcast in more than 150 territories globally on the Disney Junior network. Season two debuted this year across a plethora of terrestrial channels and through VOD partners, including China, where the show launched on three platforms. Throughout 2018 the popular PJ Masks live stage show, Time to be a Hero, will further expand into North America. A national Australian live tour is also set to kick-off in September and a new brand-themed attraction will open at Leolandia theme park in Italy next year.

DeLiSo

Launched in October 2017 in France the webseries Sophie la girafe, based on the bestselling toy line, has been watched more than 5 million times and rolls out in new countries throughout 2018. A new line of DIY knitting kit of Sophie la girafe made by Stitch and Story will be available in the U.S., while layette will launch this spring/summer in 10 new countries via its Danish partners Småfolk. A baby bedlinen completes the range. For 2018, the license reinforces its presence in France, and seeks new partners worldwide in such categories as baby bed linen, jewlery, accessories, luggage, stationery for parents, and more.

Epic Rights

Authentic Hendrix, Epic Rights, and Perryscope Productions will launch the new Authentic Hendrix global retail program at Licensing Expo. Epic Rights and Perryscope Productions will offer retailers, manufacturers, and licensees an all-new Authentic Hendrix brand guide with iconic new photographs along with logos, lyrics, album, and fashion inspired by Jimi Hendrix. The Authentic Hendrix brand program will include fashion apparel, headwear, footwear, tops, figures, wall art, accessories, jewelry, home décor, digital products, collectibles, and new licensed products. The new Authentic Hendrix merchandise will hit retail by early summer 2018.

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Fox Consumer Products

20th Century Fox Consumer Products (FCP) re-enters the kids animation space with a slate of family-focused films premiering in 2019 and 2020. From Blue Sky Studios, Spies in Disguise is an animated buddy action-comedy set in the world of international espionage. Will Smith voices the spy Lance Sterling and Tom Holland is Walter, a scientific genius who invents the gadgets Lance uses on his missions. Opening April 2019, Spies in Disguise merchandise will include an assortment of spy gear, games, books, puzzles, apparel, accessories, home, plush, and toy vehicles. 20th Century Fox and Locksmith Animation, the UK’s new CG feature animation studio, revealed their inaugural project together, Ron’s Gone Wrong, scheduled for a November 2020 release. Ron’s Gone Wrong tells the story of the walking, talking, digitally-connected bot that’s become every child’s new best friend. When an 11-year-old boy ends up with one that doesn’t work, his attempts to teach it become an exploration of what real friendship means in a world of algorithms and social media. Set in a medieval future filled with lasers, hoverboards and knights, Nimona is the tale of a heroic shape-shifter who embarks on an adventure to restore the honor of a disgraced knight. It’s scheduled for 2020. The animation franchise from Blue Sky Studios, Ice Age, continues to be a priority in the consumer products and licensing space. With a collection of five films, the franchise has generated $3.2 billion in worldwide box office sales. 2018 is off to a strong start for The Simpsons with new global partners lined up. Highlights include a Krispy Kreme partnership across Australia, backpacks from Sprayground, a fashion collaboration with Finger in the Nose, and an expanded global footprint across fast-fashion retailers. A large scale marketing activation will also take place in July in the UK. As part of The Spies in UpFest festival, three artists will converge in Bristol to create oversized Disguise art interpretations of The Simpsons family. Consumer products around Bob’s Burgers expand internationally with the approaching 2020 theatrical release of the animated comedy. FCP will once again celebrate National Cheeseburger Day in September with key Bob’s Burgers partner, BoxLunch. The collaboration features an assortment of product while simultaneously raising money for Hunger Awareness month. Ripple Junction, Sprayground, and Ground Up continue to offer apparel and accessories highlighting the characters of Bob’s Burgers. FCP is also partnering with Diamond Supply, Sprayground, and Ripple Junction on a new streetwear program for Family Guy, which launches this summer.

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Funimation

Funimation will showcase 10 of its top anime properties and branded merchandise for fans. The 10 brands are Dragon Ball Super (for U.S./Canada), Dragon Ball Z (for U.S./Canada), My Hero Academia, Attack on Titan, Tokyo Ghoul, Full Metal Panic!, Cardcaptor Sakura: Clear Card, The Seven Deadly Sins, Steins;Gate, and Black Clover. January’s blockbuster release of the Dragon Ball franchise video game Dragon Ball FighterZ generated sales of 2 million units in its first week. To date, Funimation has executed 55 deals with new and renewing licensees across the anime properties in a variety of categories including collectibles, apparel, toys, games, drinkware, costumes, and accessories. Funimation is seeking additional licensees for all 10 brands in categories including bath and beauty, collectibles, toys, mobile and video games, tabletop games, food and beverage, and costumes.

Genius Brands

The all-new CG-animated preschool series, Rainbow Rangers, premieres this fall on Nick Jr., and is currently in development on a robust global consumer products program anticipated to begin rolling out in spring 2019. Genius Brands has already signed nearly 20 licensees across categories, including the anchor categories of toys, publishing and apparel. Additional categories that are planned for the program include footwear, games and puzzles, novelty, activity, stationery and back-to-school supplies, boxed roleplay, room décor, consumer packaged goods, and more. Additionally, Genius Brands has appointed new agents including Tycoon Enterprises (Latin America), Centa IP (Australia and New Zealand), and Alicom (Denmark, Finland, Sweden, Norway and Iceland). Genius Brands’ Netflix Original preschool series, Llama Llama (based on the bestselling book series by author and illustrator Anna Dewdney) premiered in January with 15 x 30-minute episodes and stars the voice talent of actress Jennifer Garner. The series was commissioned for a second season. The animated series, which is being produced in 20 different languages, follows first childhood experiences and adventures as well as the special connections between Llama, his parents, grandparents, and best friends. Genius Brands is working on the global expansion of its global consumer products program, focusing on four key categories: toys, juvenile products, feeding, and apparel. Initial product in conjunction with the series debut include bedding and room décor from Jay Franco; animatronic plush from Cuddle Barn; Jack-In-the-Box, plush, and puppets from Kids Preferred; Intimo for sleepwear; Prime Party for online party supplies; and Myself Designs/Myself Belts for belts. Product will begin rolling out to retail by holiday with a full-scale retail program launch anticipated during Q2 2019 that will continue to grow throughout the year.

Jewel Branding & Licensing

Jewel Branding & Licensing has acquired the Rachael Hale brand from New Zealand-based Dissero Brands. Launched in 1995, Rachael Hale is a leader in animal imagery across a range of items which include apparel, giftware, home décor, stationery, back-toschool and more. While earning sales in excess of $900 million, it has continued to grow its base of 75 licensees from more than 60 countries. As Rachael Hale’s U.S. licensing agent for the last 10 years, Jewel’s creative team will continue to develop new photography collections as well as leverage Rachael Hale’s archive of more than 3,000 images. Jewel is working closely with sub-agents and licensees around the globe to ensure a seamless transition. Additionally, Jewel plans to further expand Rachael Hale into key categories such as fashion, toys, personal care, and stationery.

King Features

Hearst-owned King Features, the exclusive worldwide licensing agent for Betty Boop proprietor Fleischer Studios, has announced more than a dozen deals in new territories, and Betty’s first entrance into categories such as sportswear (H3, U.S.), fine arts (Zazoo), and home décor (Bradford Exchange). Ahead of its 90th anniversary in 2019, Popeye also heads to retail with new domestic and international deals across categories including apparel, footwear, limited edition prints, publishing, and events. This includes a Sperry footwear collaboration launching spring 2019; Funko Pop! figures now available in the U.S., Canada, UK, Australia and New Zealand; and Mezco Toyz limited edition figures.

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The Joester Loria Group

The Stikbot licensing program expands with Stikbot-branded bedding, room décor, beach towels, and bath accessories from Franco Manufacturing. Franco joins current Stikbot licensees Basic Fun! and Hybrid Apparel. TJLG is looking to expand the Stikbot brand into backpacks and school supplies and is seeking potential licensees in this category. With more than 330 million views on YouTube, and more than 500 fanmade videos uploaded each week, Stikbot continues to turn kids into stop-motion animation movie makers. Walmart SKUs have tripled and Target SKUs have almost doubled since last year. To date, more than 45 million Stikbots have been sold. The release of the Stikbot Dino line will be accompanied by a digital campaign on YouTube, promoting the product launch and the Dino series being launched on the Stikbot Central YouTube channel.

Licensing Works!

For The Little Prince 75th anniversary celebration, Licensing Works! will feature an extensive collection of new licensed products across North America and around the world in support of a charitable campaign, anniversary special events, and publicity. There are more than 150 licensees worldwide offering more than 10,000 products for fans of The Little Prince. Efforts are anchored in North America by long-time master publishing partner Houghton Mifflin Harcourt, which offers a new 75th anniversary edition of the classic novel expanded to include collector’s cover and history of the story. LeSportsac created a spring 2018 collection of backpacks, baby, cosmetic, and crossbody bags themed to the anniversary. The program is supported with window merchandising, influencer seeding, and digital. Little Unicorn created a new range of swaddles (pictured) and quilts featuring its signature watercolor take on images from The Little Prince. Offerings also include a soft book and fabric line from Riley Blake and infant apparel, sleepwear, and gifts from Finn + Emma.

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The Licensing Shop

For Shopkins, Moose Toys announced new licensed products are now available at retail including Shopkins PEZ Candy dispensers. A line of Shopkins by Skechers footwear launched at Skechers stores this spring, to be followed by a special limited-edition collection for back-toschool 2018. Hybrid Apparel’s Shopkins unicorn-themed fashion collection is experiencing success with double-digit sellthrough percentages. Due to its success, Moose plans to extend the theme with refreshed assets for licensees in time for back-to-school. Launching this summer, Pink Apron Group will debut a touring Shopkins Treat Truck featuring exclusive merchandise. Shopkins has also partnered with Punchbowl for online invitations for birthdays, holidays, and special occasions. For Pikmi Pops, 14 licensees have already been signed in key categories with some readying for launch as soon as this summer. Pikmi Pops is the new range of sweet-scented miniature plushies that come with elements of surprises, packaged inside a lollipop vessel. Season three launches this August and by year’s end, there will be more than 150 Pikmi Pops characters to collect. The agreements were brokered by The Licensing Shop.

Nelvana Enterprises

Next year marks the 40th anniversary of the publication of Rosemary Wells’ first Max & Ruby title, and plans are underway to celebrate the occasion with various public and retail events. Nelvana is currently working to reinvigorate the brand’s licensing program targeting an early preschool demographic. Max & Ruby will feature an all-new style guide as it seeks key global toy, publishing, and apparel licensees to join the program. An all-new season of the series airs on its global broadcast home Nick Jr., featuring new characters and surprises. Nelvana will also highlight toy brand Soft ‘n Slo Squishies. Orb named Nelvana as its worldwide licensing rep in February. The squishable collectibles have generated more than $100 million in retail sales, and production of an original short-form YouTube series by Nelvana is underway. Key categories for the tween/teen girl-skewing program include apparel, sleepwear, accessories, novelty and gift, home décor, and publishing. Nelvana’s original preschool series Ranger Rob, which currently airs on Treehouse in Canada and Universal Kids in the U.S., is expanding with new licensees and products, including an app, are in the works. Licensing agents and solid broadcast placement have been also been lined up in the UK, France, Germany, Italy and Spain.

National Geographic

Eagle Creek and National Geographic join forces to launch a new collection of premium luggage, duffels, and packs. The National Geographic Guide Series provides adventure-seekers with ultra-durable, weather-resistant gear designed to take a beating without compromising what’s inside. Explorer Academy is a global interactive property that is grounded in science, exploration, and mission of National Geographic. The cornerstone of the project is a seven-book series for middle grade readers, launching in September with Explorer Academy: The Nebula Secret, and publishing subsequent volumes every six months. The franchise builds out across all brand touchpoints, including consumer products, family entertainment centers, family travel and education. The first family entertainment center, Ultimate Explorer, opens this month in Shenyang, China. The Nature Company is National Geographic’s fastest growing licensee. It now has 45 National Geographic-branded stores throughout South Korea, with plans to rollout more worldwide.

Spin Master

After launching its globally successful Hatchimals brand, Spin Master has now signed more than 50 Hatchimals license agreements for products such as backpacks, apparel bedding, books and more. In addition, licensing plans are underway around the brand launch of Fuggler (funny ugly monster plush), as well as Toca Boca and Etch A Sketch.

Skybound Entertainment

Big Blue Bubble has partnered with Wind Sun Sky Entertainment and Skybound Entertainment to host licensing discussions to expand the My Singing Monsters brand. The licensing program will include collectible merchandise, toys, and lifestyle products. Wind Sun Sky Entertainment and Skybound Entertainment will also adapt the mobile game into an animated series. Alita’s Brand Bar is the global licensing agent for My Singing Monsters.

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Sunrights

With new products, a major QSR promotion, and the launch of a global competition, Beyblade Burst continues to deliver an interactive brand experience for fans. Sunrights directly manages the Beyblade brand in the western market. Epic Story Interactive will develop a Beyblade Burst mobile game slated to debut this fall with an initial rollout in North America, South America, Europe, Australia, and New Zealand. Beyblade Burst Rivals (working title) is a fast-paced match-three puzzle battle game for iOS and Android. The new app will allow each gamer to choose their favorite character and follow them on their quest to become a Master Blader as they enter Beyblade Burst tournaments, use rare and powerful Beys, and participate in battles. Master toy licensee Hasbro has also rolled out several new products to generate battles among fans. Among the highlights are two Beyblade Burst Switchstrike Dual Packs and a Beyblade Burst Mega Micros-Beystadium. The Beyblade Burst licensing program features 31 licensees that continue to expand the brand’s reach globally in most major categories with merchandise hitting shelves throughout the year. An international promotion with Subway began March 31 in Australia and New Zealand at more than 35,000 participating Subway locations.

Spotlight Licensing and Brand Management

Set to premiere this holiday on Netflix, the CG-animated television miniseries Watership Down is an adaptation of Richard Adams’ classic novel. It is a tale of adventure, courage and survival as a ragtag band of rabbits flees the destruction of their warren in search of safety and a new home. The Country Diary of an Edwardian Lady by naturalist Edith Holden and the Sir John Soane’s Museum are two additional new properties that will be seeking partners at the show. These new properties join Spotlight Licensing’s existing brand portfolio including Downton Abbey, The Great British Baking Show, and Victoria as well as The Ollie & Moon Show, BOO the World’s Cutest Dog, Little House on the Prairie, the Imperial War Museums (IWM), and Vera designs.

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Synchronocity

Jay@Play’s $200-million plush brand FlipaZoo is moving into the world of licensing. Global agent Synchronicity has locked down new licensees and international agents that will roll out FlipaZoo product that features the property’s signature flip in the coming months. On board are Basic Fun!/Goodstuff (amusement park plush), Taste Beauty (HBA), Global One Accessories (bags and accessories, headwear, cold weather), Ethical Products (pet products), Jay Franco (bedding and home décor), and Mad Dog Concepts (pajamas, slippers). HuntAR is launching a FlipaZoo AR app that lets kids scan branded product hangtags and packaging to bring FlipaZoo characters to life on mobile devices. Synchronicity is seeking apparel, publishing, back-to-school, arts and crafts, costumes, party supply, novelty candy, and FMCG promotions licensees in the U.S. and worldwide. Agents Lisle Licensing and Curiosity signed on in the UK and Japan, respectively. Synchronicity also looks to ramp up licensing for other Jay@Play brands, including Flip Zee Girls and toy-based properties Crunchimals and Wish Me Zoonicorns, which launch later this year.

UglyDolls

STX and White Space announced the first wave of licensees in support of the UglyDolls 2019 feature film. Partners include Hasbro (global master toy), Accessory Innovations (backpacks, bags, etc.), Accutime (watches), ASO (bandages), Berkshire (cold weather gear), GBG/AME (adult and kid sleepwear), Handcraft (kid underwear), High Point (socks, slipper socks, etc.), Hybrid (adult, teen and kids apparel), Innovative Designs (arts and crafts, journals, etc.), Jay Franco (home and bedding), Pan-Oceanic Eye Wear (sunglasses, swim goggles), Party City (paper party products, balloons), PEZ Candy (PEZ candy dispensers), Rubies Costumes (Halloween costumes), S.G Footwear (adult and kid shoes and slippers), Sakar (consumer electronics, speakers, headphones, clocks, etc.), SmileMakers (stickers), Titan Publishing (art books), Whitehouse Leisure (amusement), and York Wallcoverings (wall coverings). UglyDolls has been a specialty brand of plush and trend-driven products since 2001.

Universal Brand Development

This June, the adventure franchise from Universal Pictures returns with Jurassic World: Fallen Kingdom. Anchored by global partners, Mattel and LEGO, the Jurassic World franchise is supported by its largest program to date. In April 2019, Robert Downey Jr. brings a new take on The Voyage of Doctor Dolittle, the adventure based on the tales by Hugh Lofting and directed by Stephen Gaghan. Also in 2019, will be the continuation of the Fast & Furious franchise. From Illumination and Universal Pictures comes a newly imagined version of Dr. Seuss’ The Grinch with Benedict Cumberbatch voicing The Grinch. In theaters November, it’s supported by global master toy licensee Just Play. Also from Illumination, The Secret Life of Pets 2 will debut in theaters June 2019, and, in 2020, fans can look out for Minions 2 and Sing 2.

Wild Kratts/ Kratts Brothers Company

Wild Kratts will launch an exclusive line at Old Navy stores across the U.S. this September. Multi-year partnership renewals with licensees Wicked Cool Toys, Pressman, and Whole Foods Market also bring an array of products based on the PBS KIDS series. The Kratt Brothers Company will showcase the newest Wild Kratts product lineup in the PBS KIDS booth. The new Wild Kratts apparel collection set to launch in Old Navy stores across the U.S. this fall includes short- and long-sleeved boys tops, as well as boys’ sweatshirts in sizes 18 months–5T. The line will expand to Canada and other territories as well as e-commerce. Wicked Cool Toys, which introduced four new SKUs in fall 2017, continues to expand its Wild Kratts line-up in the U.S. and Canada. Pressman will also broaden its popular Wild Kratts offerings this year and beyond with more puzzles and games.

ZAG

ZAG will showcase four properties under its ZAG Heroez label, including ZAG Heroez Miraculous—Tales of Ladybug &Cat Noir. The program airs in more than 120 countries worldwide, with key broadcast partners such as Disney EMEA and Latin America, France’s TF1, UK’s POP, Italy’s Super!, Brazil’s Gloob, and Netflix in the U.S. The series has been greenlit through season five for a total of 130 episodes. With more than 300 licensees on board and multiple industry awards, Miraculous passed the $100 million mark in retail sales in 2017. New programs for 2018 include the first official global mobile game from Tab Tale, GUESS x Be Miraculous Ladybug Fashion kids capsule collection (EMEA), Funko Pop! collectibles, PEZ candy dispensers, Ipanema sandals, a touring stage show, global promotions with Ferrero and Burger King, and a Monopoly Jr. game (Winning Moves) in time for Christmas 2018 in EMEA. ZAG is looking to expand in publishing and party goods, more tailored retailer programs, lifestyle products for young adults and more healthy food and packaged good promotions.

May/June 2018 tfe Licensing 83

The Jim henson Company

maTTel

Shane Mang, executive Director, global conSuMer ProDuctS

Ynon Kriez, ceo

In his new role, Mang will oversee licensing activities for the company’s children’s brands, classic franchises, and several as-ofyet unannounced properties. These include Dot., renewed for a second season launching fall 2018 (produced by Industrial Brothers in association with Henson and the CBC); Dinosaur Train, which airs in the U.S. on PBS KIDS; Doozers, a Hulu Original series for kids with season two to debut this summer; Splash and Bubbles (co-produced with Herschend Studios, the media arm of Herschend Enterprises) airing on PBS KIDS; and Word Party, a Netflix Original. Mang will also oversee programs for popular classic franchises such as Farscape, Fraggle Rock, Labyrinth, and The Dark Crystal. He will report to Chris Lytton, COO and executive vice-president of strategy and business Affairs. Mang joins The Jim Henson Company from DHX Media where he served as business development manager, Americas. During his tenure, he managed a portfolio of global entertainment properties including Teletubbies, Mega Man, Caillou, Slugterra, Massive Monster Mayhem, Inspector Gadget, Degrassi, and more, managing a network of partners including licensees and manufacturers, licensing agencies, sales teams, toy distributors, and mass and specialty North American retailers. Prior to that, Mang served as manager of licensing and distribution at Nerd Corps Entertainment.

KidKrafT Debra berMan, cMo As chief marketing officer, Berman will oversee global marketing, with a focus on building the brand using data sciences and consumer marketing strategy. Berman will report to CEO Lawrence Writer. Most recently, Berman led marketing at Yahoo! as part of the senior leadership team that finalized the Verizon acquisition, where she was accountable for product marketing, audience engagement and customer brand strategy. Prior, she oversaw marketing at JCPenney during the company’s critical turnaround, and under her leadership the customer base and brand health were restored.

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Kreiz took over as CEO effective April 26, succeeding Margo Georgiadis’ plans to step down. Kreiz also serves as chairman of the board. Kreiz is the former chairman and CEO of Maker Studios, which was acquired by The Walt Disney Company in 2014. He previously served as chairman and CEO of Endemol Group. Prior, he was co-founder, chairman and CEO of Fox Kids Europe N.V., establishing it as a top pay-TV provider in Europe and the Middle East, which led to its acquisition by The Walt Disney Company in 2001. Kreiz has served on Mattel’s board since June 2017, and also serves on the board of directors at Warner Music Group and is also a member of the Board of Advisors of the UCLA Anderson School of Management.

Universal Brand developmenT JoSePh KiM, SvP WorlDWiDe gaMeS & Digital Reporting to Chris Heatherly, executive vice-president, worldwide games and digital platforms, Kim will lead strategy and operations for Universal’s games publishing business. In this new role, he will oversee slate and product management, marketing, user acquisition, and revenue optimization across all games and apps. Kim comes to Universal from SEGA Networks, where he served as chief product officer since 2015. There, he led the resurgence of its mobile games business and oversaw publishing operations, including product management, analytics, production services and the green light process. He also served as general manager for SEGA’s Demiurge studio, which developed the hit title Marvel Puzzle Quest. Prior to that, Kim was the studio lead for the Strategy Games division of FunPlus. In this role, he led the overall development for King of Avalon: Dragon Warfare. He started his career as a software developer for Cisco Systems and later as a management consultant for The McKenna Group before transitioning to the mobile gaming industry.

October 2â&#x20AC;&#x201C;4, 2018 Dallas Market Center Mass, long-lead, and specialty buyers looking to preview products for Q4 2019 look to Fall Toy Preview!

www.falltoypreview.org Untitled-1 1

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2018|2019

tfe

CALENDAR OF EVENTS

/JUNE 2–3 12–14

MIP Junior

15–18

MIPCOM

BookCon

Jacob Javits Center New York City • bookexpoamerica.com

e3 Expo

Los Angeles Convention Center Los Angeles • e3expo.com

/JULY

13–14

/NOVEMBER

Grand Hyatt Cannes Hôtel Martinez Cannes, France• mipjunior.com

Palais des Festivals Cannes, France• mipcom.com

13–15

CES Asia

7–9

Play Fair

10–13

ASTRA Marketplace

15–16

CHITAG New Inventors Track (formerly T&GCon)

15–18

Chicago Toys & Game Fair (CHITAG)

Shanghai New International Exhibition Center Shanghai • cesasia.com Ernest N. Morial Convention Center New Orleans • astramarketplace.com

19–22

Comic-Con International

22–24

MAGIC New York

25–27

Licensing Expo China

/AUGUST

San Diego Convention Center San Diego • comic-con.org

8–11

International CES

Las Vegas & Mandalay Bay Convention Center Las Vegas • ubmfashion.com

7–9

Hong Kong Int’l Licensing Show

Jacob Javits Center New York City • nynow.com

7–10

Hong Kong Toys & Games Fair

TTPM Holiday Showcase

7–10

Hong Kong Baby Products Fair

22–24

The Toy Fair

Shanghai Nat’l Exhibition & Convention Center Shanghai • licensingexpochina.com

12–15

New York NOW

/OCTOBER 2–4

Center 415 New York City • anbmedia.com/showcases

Dallas Market Center Dallas • toyassociation.org

New York Comic-Con

9–11

ABC Kids Expo

Jacob Javits Center New York City • nynow.com Las Vegas Convention Center Las Vegas• theabcshow.com

86 tfe May/June 2018

Brand Licensing Europe Olympia London London• brandlicensing.eu

The Halloween Tower New York City• hiaonline.org

/JANUARY

Fall Toy Preview

4–7

9–11

Navy Pier Chicago• chitag.com

International Halloween Show

MAGIC Las Vegas

Navy Pier Chicago• chitag.com

3–6

Jacob Javits Convention Center New York City • ubmfashion.com

12–15

/SEPTEMBER

/DECEMBER

Oregon Convention Center Portland • playfairny.com

30–2/3

/FEBRUARY

Las Vegas Convention Center, additional locations Las Vegas • ces.tech Hong Kong Convention Center Hong Kong• hktdc.com Hong Kong Convention Center Hong Kong• hktdc.com Hong Kong Convention Center Hong Kong• hktdc.com Olympia London London• toyfair.co.uk

Spielwarenmesse International Toy Fair

Nuremberg Exhibition Center Nuremberg • toyfair.de

12–15

Kidscreen Summit

16–19

American International Toy Fair

InterContinental Miami Miami • summit.kidscreen.com

Jacob Javits Center New York City • toyfairny.com