LTW by Lema Publishing

January 2016

THE GREATEST RANGE OF LICENSED PRODUCTS IN EUROPE. From Star Wars to Disney and plenty in-between. It’s all here for you at Spring Fair.

www.springfair.com Image: Darth Vader wall light - JWP Limited

7-11 FEBRUARY 2016 NEC BIRMINGHAM UK VOLUME OPENS 6 FEB

licensing T O D A Y

W O R L D W I D E JANUARY 2016

Regulars 5 The Leader

the team Director Mark Naish Mark@lemapublishing.co.uk

6 News

P40

8 Coffee Break with… Anna May, MD of The Carat Shop Ltd. 10 People News 11 Movie News

P14 P30

12 Broadcast News 20 Licensing Talk

Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Features 14 Cover Story SEGA’s Director of Brand Licensing EMEA, Jason Rice, talks to LTW as Sonic turns 25

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Writer Rhys Thomas rhys@lemapublishing.co.uk

Group Advertising Manager Ryan Horwood ryan@lemapublishing.co.uk

p62 Media Solutions Manager Bradley Mason bradley@lemapublishing.co.uk

Production Director Paul Naish paul@lemapublishing.co.uk

22 Sports Licensing LTW looks at the sporting licenses that inspire ardent support from fans of all ages 28 Character Licensing One of the biggest and brightest licensing sectors is set for exciting things in 2016 38 Nuremberg Toy Fair Preview Your guide to Europe’s biggest toy fair, a hotspot for the latest in licensed playthings 44 London Toy Fair Preview Discover 2016’s line-up of licensed toys and kids’ brands at the UK’s annual toy extravaganza

Special Reports 13 Broadcast Insight Clive Crouch looks at licensing in the new year through the lens of TV 16 Property Spotlight Discover Digby Dragon, the new pre-school property from Blue Zoo and Nickelodeon 26 Agency Spotlight MD Russell Dever discusses Those Licensing People’s first four years of success 52 Bob Marley Full Colour Black’s Andrew Gallagher says licensees should stand up for their rights 54 Five minutes with… Mark Caplan, SVP Global Consumer Products with Sony Pictures Consumer Products

P16 Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts HP4 2UB

Telephone: +44 (0) 1442 289930

www.ltwmag.com The views of the contributors expressed in this journal are not necessarily those of the publisher.

P52

P22

The Carat Shop info@thecaratshop.co.uk www.thecaratshop.co.uk Spring Fair Hall 5 G49

Leader PUBLISHING

Also published by Lema Publishing

The U.K. nursery trade’s no. 1 magazine

magazine

TableWare INTERNATIONAL

If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@lemapublishing.co.uk

Mirella Anstey

hat has 2016 got in store for us? Will Star Wars continue to make an impact? Are we to see the continued rise of Shopkins? Is The Lion Guard going to usurp others to become the most watched children’s TV programme? Will Zootropolis, Finding Dory and The Secret Life of Pets increase college applications to veterinary courses? We just don’t know. One thing is for sure – it’s going to be an interesting year. The many superhero franchises will continue to battle it out in licensing land but which will be 2016’s big winner? Only time will tell but interestingly, Sonic celebrates 25 the second trailer from years in 2016 the Batman V Superman: Dawn of Justice ﬂick drew a whopping 10 million views in the 48 hours after its release – that surely says something? Now to our January issue of LTW – it is jam-packed with plenty to keep you entertained if you are moving between trade fairs. Nuremberg Toy Fair SEGA are the focus takes place this month of our cover story as they celebrate the iconic Sonic’s 25th anniversary in 2016. Jason Rice, SEGA’s Director of Brand Licensing for EMEA, speaks to LTW about Sonic’s extraordinary impact, not only on the video game industry, but on licensing and the retail scene in general. We asked Jason if SEGA knew that they had a hit on their hands from the word go. He told us: “We knew we had an immediate commercial and critical success on our hands. However, I don’t think anyone could have foreseen the kind of success

Character Licensing starts on page 28

we have since enjoyed or his rapid development beyond the gaming world into all these other areas of consumers’ lives.” What a life this little hedgehog has lived! Read all about him on pages 14 and 15. Blue Zoo Animation are the focus of our Property Spotlight this month as we shine a light on Digby Dragon which is scheduled to screen on Nick Jr later this year. We chat to Oli Hyatt and Daniel Isman about the creative processes behind creating the animated series and the licensing potential in Digby. Not only is this year all about movies, it is also all about sport. The Olympics in Brazil, Six Nations Rugby, Wimbledon, Euros in France, these are just a ﬂavour of what is happening in world of sport. LTW takes a closer look at the industry and its relationship to licensing from pages 22. We also talk to Russell Dever, MD of Those Licensing People, about his search for new staff as the agency expands and his thoughts on DTR. Check out our interview on pages 26 and 27. Andrew Gallagher from Full Colour Black also talks us through his acquisition of a previously unseen catalogue of Bob Marley images, and his plans for licensing them – look to pages 52 and 53 to see what he has to say. Other feature categories are Character Licensing Russell Dever, MD, and we take a closer Those Licensing People look at London and Nuremberg Toy Fairs. With that, we look forward to seeing you all during the coming year!

ww.ltwmag.com • www.ltwmag.com • www.ltwmag.com • www.ltwmag.com • www.ltwmag.com • www.ltwmag.com •

LTW W NEW WS

Going global

Coolabi team up with Ty The Clangers were welcomed back into the TV fold in 2015 and rights owners Coolabi has now teamed up with plush specialists Ty for a new range of gift plush. The range will be distributed in selected retailers in the UK and Ireland from spring 2016. Valerie Fry, Director of Licensing at Coolabi says: “We are delighted to be developing a range of gift plush with Ty, which will complement the master toy range from Character Options. Ty’s

reputation and experience speaks for itself so we are delighted to announce them as our partner. 2015 was an incredible year for Clangers. At launch it was the best performing children’s programme for the ﬁrst half of the year and, in its current Bedtime Hour slot, it regularly outperforms the slot average share. With exciting new product lines and 26 brand new episodes coming too, 2016 is shaping up to be an amazing Clangers year too.”

Pokémon is 20! Much-loved multi-channel property Pokemon is celebrating a big birthday this year as it turns 20. The company is gearing up for a period of festivities centered around the best-known Pokémon experiences such as video games, Trading Card Game (TCG) and animation. To kick off the year-long celebrations in style, a new TV commercial will air during the US Super Bowl 50 on Sunday, 7 February. From then on, a series of exciting activities are planned to mark Pokémon’s milestone year. A special app—Pokémon Photo Booth—has been designed for the occasion and will be available to download at no charge for iPhone and Android later this year. Numerous limited-edition toys, ﬁgurines and plush items from Tomy will be available to be discovered and collected at participating retail locations. The fun will continue throughout 2016 with new video game releases, TCG expansions, movies and more.

The British Museum is busy building a global brand. The renowned institution has appointed specialist brand agency TSBA Group to build a global licensing campaign and the three-year partnership will establish a platform for realising the British Museum’s licensing potential. TSBA Group will be carefully selecting licensees across a broad range of categories including: toys, homewares, apparel, jewellery, giftware and accessories. Craig Bendle, Manager of Merchandise Licensing, British Museum, said: “We are very impressed both with the professionalism of TSBA Group and the obvious energy and focus it can give to the British Museum’s licensing programme. In particular TSBA has strong experience in working with heritage assets. We are looking forward to working with TSBA Group on driving our licensing programme forward over the coming years, and to sharing the British Museum with the world.”

Agents signed for new series Licensing agents Lisle and The Fusion Agency have both been signed to represent a new animated production called Bottersnikes and Gumbles. The series is a Netflix original title co-produced with CBBC in the UK and Seven Network in Australia who have already begun airing the series, while CBBC are set to broadcast in July 2016. Netflix will premiere the series globally across all markets in 2016 except for Australia and the UK, which will join Netflix in 2016 and 2017.

www.ltwmag.com

Roald Dahl classics get licensing treatment The Roald Dahl Literary Estate, in partnership with its licensing agency DRi, has announced that it will focus on three popular Roald Dahl stories for 2016. Coinciding with a year of celebrations marking 100 years since the storyteller’s birth, the estate has developed a more focused, contemporary and creative licensing programme. Charlie and the Chocolate Factory, Matilda and The BFG will be a core focus and new style guides have been developed for each of these three hero titles with the iconic imagery of Sir Quentin Blake at their heart. Stephanie Griggs recently joined The Roald Dahl Literary Estate team as its ﬁrst in-house Licensing Manager. Stephanie says: “The new look will be key to achieving standout and consistency on licensed products for the three hero titles. Building three programmes under the Roald Dahl umbrella will help licensees and retailers have a clearer sense of our licensing vision and deliver a bolder, more streamlined brand experience to consumers.”

Approaching the

summit An additional eight speakers have been confirmed for the first annual NYC Summit: The Business of Brand Licensing. Taking place on 1 and 2 March at the New York Marriott Downtown in New York City, an impressive group of executives has been lined up to give a 360-degree view of the licensing industry. The latest speakers to join the two-day conference event are Eric Beder, MD, Wunderlich Securities; Gaye Dean, Group Manager, Target Stores; Benjamin Grubbs, Global Head of Top Creators, YouTube; Cindy Levitt, Senior Vice President, Merchandising and Marketing, Hot Topic; and Simon Waters, General Manager and Senior Vice President, Entertainment and Licensing, Hasbro. Early bird registration rates are in effect through 31 January and LIMA members will receive an additional $100 discount. A special block of rooms has also been reserved at the New York Marriott Downtown at a discounted rate. For out-oftown attendees interested in taking advantage be sure to book before 8 February by calling +1 800 228 9290.

January 2016

Tottenham Hotspur partners with Eztrader

Pam Lifford to oversee Warner Bros CP Warner Bros recently announced Pam Lifford as President of Consumer Products. Pam starts her role on 1 February and will oversee all Warner Bros. Consumer Products (WBCP) business functions, including domestic and international licensing, worldwide marketing, business and legal affairs, ﬁnance, and retail business development related to some of the most highly regarded entertainment franchises in the world. Lifford succeeds Brad Globe who will step down in February after more than a decade overseeing WBCP. With more than 25 years of experience, Lifford is widely respected across the consumer products industry. She spent 12 years at Disney, rising through the ranks to become a member of the consumer products executive leadership team where, as Executive Vice President, she oversaw the global home, fashion and infant category. In this capacity, she worked directly with licensees and major retailers around the world on innovative merchandising and retail programs that drove signiﬁcant business growth for the company. Lifford joins WBCP from Quiksilver Inc., where she served as Executive Vice President, Global Licensing. Earlier in her career, she held positions at Road Runner Sports and Nike.

Tottenham Hotspur has announced EZTD Inc. as its new Official Binary Options Trading Partner for the next two and a half seasons. Since 2008, EZTD Inc., known as EZTrader, has been a leader in the binary options trading field and has five other existing football partnerships across France, Germany and England. Eztrader.com will benefit from advertising at Tottenham Hotspur home matches and across popular Club communication channels, including tottenhamhotspur.com.

Mister Mis M iste te err Maker Ma aker err

1111

LTW NEWS

Design focused Three new licensing partners have joined the Rachel Ellen Designs team. Carousel Calendars, Widdop Bingham and Bothy Threads will all produce product featuring Rachel’s work. The announcement was made by MHG Licensing who explained Carousel Calendars will be producing three different formats of stationery for 2017. Widdop Bingham will also be launching an extensive range of gift lines that includes: money boxes, ceramic mugs, photo frames, wall plaques, height charts, book ends, clocks and storage. There has been a tight collaboration with design which allows the range to perfectly complement the existing Rachel Ellen offering, tying in seamlessly with her award winning stationery and greeting cards. Rachel’s hand painted characters will also feature in a new cross stitch range by Bothy Threads. Bothy has adapted Rachel’s quirky boy and girl characters for a range of kits aimed speciﬁcally at the children’s market.

US TIA commissions UK toy market research The US Toy Industry Association (TIA) will present new research about the UK and Canadian toy markets at the North American Toy Fair in February. The educational sessions will be held during the 113th North American International Toy Fair as part of the TIA’s ongoing efforts to help toymakers identify and capture valuable export opportunities. Experts from global consultancies Altios International and Kidz Global will present commissioned research ﬁndings. “The UK is Europe’s largest toy market and has the highest spend-per-child on toys and games. Canada’s proximity to the US and our successful trading relationship provide opportunities worth exploring,” said Anne McConnell, TIA’s director of market research and data strategy.

c o f f e e

break

The Carat Shop Ltd know a thing or two about licensed jewellery lines. Anna May, Managing Director tells LTW about what makes the company tick Anna, tell us a little about The Carat Shop – you are licensed jewellery specialists, how did you ﬁnd yourself in this line of business? We have been in the jewellery industry for many years and decided that we wanted to do something different to stand out from all the others. We are one of very few who specialize solely in producing licensed jewellery. Since signing our ﬁrst license with Warner Bros. to produce Harry Potter Jewellery in 2013 we haven’t looked back.

somethings who have grown up with the Harry Potter books and ﬁlms. The Harry Potter books are now also listed in the school curriculum so there are always new fans interested in this brand and merchandise.

What type of consumer are your products aimed at? Harry Potter fans are everywhere globally and cover all ages. We have found it is particularly popular with twenty

Let’s talk about your Harry Potter line – it looks to be quite high-end – was that a conscious decision between you and Warner Bros.? We have two collections, a sterling silver

Tell us about some of the licenses you currently work with? Warner Bros. - Harry Potter Jewellery and Watches, Entertainment One – Peppa Pig Jewellery. We have just renewed both of these fantastic licenses.

www.ltwmag.com

Hollywood calling

TRAP protect IP owners TRAP, the Trademark and Rights Holders Against Piracy, which counts companies such as Danilo, GB Eye, Bravado and Pyramid International amongst its members, say they implemented a wide range of actions against counterfeit product in the market during 2015. TRAP say these ranged from individual online takedowns to large scale police raids across the UK as they work to eradicate bootleg product. The organisation is looking for new members who are committed to official licensed products to join the group in 2016 and say its mission is simple: to protect intellectual property rights with direct action. Through lobbying and direct action, TRAP protects the public from purchasing counterfeit products while enabling musicians, artists, actors and athletes to provide their fans with official merchandise. Liaising with police and governmental bodies, TRAP maintain the services of global investigators and security consultants, a combination that has proven a continual success in prosecuting those infringing upon our rights in physical retail and online. Visit www.trapworldwide.org for more information.

Celebrity baker Paul Hollywood is about to extend his reign as king of the kitchen. The Great British Bake Off judge has teamed up with Kitchen Craft on a range of bakewear products. The new products will be unveiled as a preview at Spring Fair, Birmingham 7 – 11 February 2016 and Ambiente 12 – 16 February 2016. Paul and the Kitchen Craft design team have worked together to create a unique collection of products speciﬁcally for baking in the home. Addressing the surging popularity in home made baking beyond cakes, such as bread, pies and puddings, while appealing to both the male and female baker, the range is focused on bakeware and baking prep tools and accessories which are both desirable and functional.

The Great British Bake Off judge has teamed up with Kitchen Craft on a range of bakewear products.

consistent in likeness to their style guide and branding. We are able to submit new designs from initial concept through to ﬁnal samples with minimal changes.

and silver-plated range so we can cater for all requirements and budgets. Can we expect more lines to come out of that collaboration? The design possibilities for this license are endless, and we will continue to launch new designs regularly. With our new Watch Collection launching at Spring Fair, we now have over 100 products relating to Harry Potter characters, objects and symbols. Tell us about The Carat Shop’s approach to working with licensors? We understand the importance of creating high quality products which are

January 2016

And are you looking for more licenses? We are always interested to hear from Licensors regarding new opportunities that would suit our current customer base of over 200 retailers and work well alongside our current product ranges.

product get in touch with The Carat Shop? Visit us at Spring Fair Hall 5 Stand G49 or send us an email to info@ thecaratshop.co.uk and we will gladly answer any questions.

What about retailers, what is your approach to working with them? We do our best to provide the best service possible in terms of customer service. We can also providing images of products, next day delivery, and offer no minimum order quantities to existing clients. Each retailer has different requirements and we are as ﬂexible as possible to meet each retailer’s individual needs. How can potential licensors and retailers who wish to stock your

LTW PEOPLE NEWS

HTI promotes Alison HTI has promoted Alison Downie to Global Licensing and Brand Director. Alison took up her new role towards the end of 2015 and initially joined HTI in August. The new role will see Alison heading up the HTI Product Development and UK Marketing teams in addition to being responsible for the ﬁrm’s global licensing function. Colin Houlihan, HTI Executive Director, said: “We are thrilled to have promoted Alison to this new role. This extension to her remit will enable HTI to beneﬁt from Alison’s wealth of experience and expert knowledge in the children’s toy market. “Her knowledge and capabilities in the product development process, as well as in marketing and licensing arenas will be invaluable in assisting HTI to take the business to the next level.”

Megan rockets into licensing Rocket Licensing has appointed Megan Wain as its new Licensing Coordinator. In her new post Megan will provide marketing support and coordination across Rocket’s growing portfolio of brands in order to ensure the efﬁcient running of the team and effective working with partners and clients. She will also be involved in marketing duties within Rocket.

Character World sources new director Character World has appointed Gavin Thomson as Sourcing Director, based in Shanghai. Gavin joins Character World after roles in sourcing and operations at several Hong Kong based ﬁrms including Li & Fung fashion, LF Asia, The Just Group as well as Woolworths. At Character World he will be responsible for developing relationships with suppliers worldwide. Character World has secured a number of lucrative Pan-European contracts with global licensors over the last two years including Disney, Marvel and LEGO as they continue their international growth plans.

110 0

Dream job DreamWorks Animation recently announced the appointment of Katie O’Connell Marsh as Head of Global Live-Action Television. Katie will oversee the expansion of DWA’s television business into the liveaction genre. “Television has quickly grown into one of our most successful businesses and, as the demand for kids and co-viewing content continues to rise, extending the DreamWorks Animation brand to liveaction TV in a strategic and ﬁnancially disciplined way will spur even further growth,” said Jeffrey Katzenberg, CEO of DreamWorks Animation. “Katie’s proven track record of developing hit live-action television programming, coupled with her success in quickly building television businesses from the ground up, makes her the perfect executive to lead us into this new genre.” Katie joins DreamWorks Animation, having served since 2010 as the CEO of Gaumont International Television (GIT), a division of Gaumont SA she built from

New hiring at Jazwares Sam Ferguson has joined Jazwares as its Senior Director of Licensing & Retail. Sam, formally with Mind Candy, was instrumental in the success of all licensed consumer products associated with Moshi Monsters. In his new expanded role, Sam’s responsibilities will not only include building Jazwares outbound licensing department, but he will additionally work with entertainment companies to expand Jazwares’ product offerings.

the ground up. Under her leadership, GIT quickly established itself as a leading global programmer, with critical and commercial hits such as Hannibal, (NBC), Narcos (Netflix), Hemlock Grove (Netflix) and the upcoming F is for Family (Netflix), among others. Previously, Katie was an executive at NBC, where she first served as Senior Vice President of Development in New York, developing, among other shows, Lipstick Jungle and the Emmy Award-winning 30 Rock. She was ultimately elevated to Executive Vice President of Drama Programming.

Tomy promote Mark Foster Tomy has promoted Mark Foster from Head of Marketing, EMEA to Executive Vice President, Europe. Mark was formerly with Hasbro where he held a variety of senior roles in both marketing and licensing. Commenting on the promotion, Masayuki Nagatake, Chief Operating Ofﬁcer at TOMY International said: “Since joining our company earlier this year, Mark has demonstrated exceptional business leadership and strategic planning skills.”

www.ltwmag.com

LTW MOVIE NEWS

The Force awakens at the top Star Wars: The Force Awakens has become the UK and Ireland’s biggest ever cinematic release, just one of many global records it has now broken. The film overtook Skyfall’s £103.2 million in the UK on Friday 8 January in just 20 days, compared with the James Bond hit’s 66. Earlier that week, The Force Awakens also became the second movie in history to reach £100m in receipts in the UK. Globally the film has already made over £1.59billion, and has become the biggest release at the US box office overtaking Avatar. The Force Awakens broke a number of records on release, including the biggest ever UK opening weekend, the biggest ever opening worldwide, widest release of a title in the UK, highest advance bookings of all time and the first film to reach £50m within a week. The film also had the biggest ever single day at the box office with £9.7m. The British Academy has nominated The Force Awakens for four BAFTA awards: Original Music, Production Design, Sound and Special Visual Effects.

Activision hires new studio head Skylanders maker Activision Blizzard has hired producer Stacey Sher to head up its newly formed TV and movie arm. She comes on board as co-president alongside former Disney executive Nick van Dyk to run Activision Blizzard Studios. The new studio has revealed that it will make original ﬁlms and TV series based on its top video game properties. It plans to release a TV series based on Skylanders Academy later this year, and is eyeing 2018 to 2019 for a movie based on its action-packed Call of Duty franchise. Speaking on the studio’s future plans, van Dyk said: “We might take ﬁnancing from third parties but we aren’t reliant on it. We will control the IP and we now have the capability to do whatever we need to. We are starting with this huge treasure trove of over 1000 properties whose fan base is unbelievably huge. And we’ve seen in the past few weeks what can happen when a fan base gets excited,” he added, referencing Star Wars’ success.

Box ofﬁce hits all-time high The global box office pushed past a record breaking $38billion in 2015, according to global media measurement and research company Rentrak. The box office hit the milestone figure as four of the seven highest-ever grossing films all launched over the 12 month period. Avengers: Age of Ultron, Jurassic World, Furious 7 and Star Wars: The

Force Awakens all made their mark in the record books, and the highly-anticipated Minions movie also topped $1b globally. Each of the these tentpole releases also brought with them a flurry of licensing activity and huge consumer demand, with Minions’ yellow fellows, the dinosaurs of Jurassic World, and Star Wars driving sales at retail.

2016 Movie Calendar Movies are big business in the world of licensing, and last year was full of brand new blockbusters, returning favourites, and the golden standard-setting Star Wars. This year looks just as packed, with Hollywood royalty reboots, exciting new animation, superhero smashes and Marvel’s phase three getting underway. Here’s just a small selection of the highlights.

February

July

4 Deadpool 5 Goosebumps 12 Alvin and the Chipmunks: The Road Chip

8 15 22 29 29

March 11 Kung Fu Panda 3 25 Batman v Superman: Dawn of Justice 25 Zootropolis

April 15 The Jungle Book 29 Captain America: Civil War

May 13 The Angry Birds Movie 13 X-Men Apocalypse 27 Alice Through the Looking Glass

Tarzan Ghostbusters The BFG Finding Dory Ice Age: Collision Course

August 12 Pete’s Dragon

October 7 Monster High 21 Trolls

November 18 Fantastic Beasts and Where to Find Them

December 16 Rogue One: A Star Wars Story

June 3

Teenage Mutant Ninja Turtles 2 24 The Secret Life of Pets

January 2016

LTW BROADCAST NEWS

Football frenzy

Marvel at this Captain America, Ant-Man, Avengers and LEGO – it’s the ultimate dream team. Warner Bros. Interactive Entertainment recently announced that LEGO Marvel’s Avengers will offer upcoming DLC packs based on the Marvel Studios films Captain America: Civil War and Ant-Man, available as a free download exclusively for PlayStation4 and PlayStation 3 players. LEGO Marvel’s Avengers will now feature storylines and characters from eight films within the Marvel Cinematic Universe, as well as classic Avengers content from Marvel Comics. LEGO Marvel’s Avengers launches on 29 January, 2016 for Xbox One, Xbox 360, PlayStation 4, PlayStation 3, PlayStation Vita, Wii U, Nintendo 3DS and PC. Did you know… LEGO Marvel’s Avengers will now feature storylines and characters from eight films within the Marvel Cinematic Universe.

Nickelodeon UK & Ireland have announced a long-term partnership with The Football League to produce Nick Kicks, a live-action football programme covering all 72 clubs of the Football League. Launching on Nicktoons at 8am on Saturday 6 February, the 22-minute programme will run for 18 episodes ending on 4 June. In addition to covering the remainder of the 2015/16 season, the series will air across the entirety of the 2016/17 and 2017/18 seasons. In total, Nickelodeon UK & Ireland has committed to producing over 100 episodes of the series across the three seasons. “We know that UK kids love football whether it’s played in stadiums or in the back garden so it is brilliant to be producing a series that will bring families a

“We know that UK kids love football… Nick Kicks is going to be funny and will give fans a unique look at their favourite clubs and players” Nickelodeon take on the nation’s top sport. Nick Kicks is going to be funny and will give fans a unique look at their favourite clubs and players,” said Alison Bakunowich, VP, Head of Editorial, Nickelodeon UK & Ireland. SpongeBob SquarePants will also play a part in the series as he takes on various club mascots in weekly challenges.

Revived children’s classic takes top spot Hasbro Studios powers up for second season of Transformers Hasbro Studios’ Transformers: Robots in Disguise is returning for a second season on Cartoon Network in the US. The latest installment in the global TRANSFORMERS franchise will debut in the ﬁrst quarter of 2016. “Transformers:

Robots in Disguise continues to be a massive hit with kids across the country, launching with an outstanding debut season on Cartoon Network,” said Hasbro’s Executive Vice President and Chief Content Ofﬁcer Stephen Davis.

Teletubbies’ return to screens has been hailed a success by DHX Media, winning a 66 per cent share of its target audience in its first week on air with CBeebies. Launched on Monday 9 November, the new series features the same wellloved characters and styling but has been visually enhanced, bringing a refreshed and contemporary look and feel. New elements also include touch screen tummy TVs and a hi-tech Tubby Phone. Based on average figures for the first five episodes, using data from

industry ratings body BARB, the launch of the new episodes saw Teletubbies occupy four slots, including number one, in the Top 10 most watched children’s programmes of the week.

www.ltwmag.com

Broadcast insight

Crowd pleaser Facts and ﬁgures rule the business roost - Clive Crouch takes a look at what 2016 means for licensing and advertising

“

In such a huge market place it is difﬁcult to ﬁnd a formula that guarantees success for a licensed product; there are simply too many variables

“

t’s a new year in advertising, marketing and licensing, and we often begin a new year by looking at last year’s figures. I don’t intend to bore you with statistics. Instead, I am keen to understand how the various forms of advertising can work, and how new creative properties can source funding. A more recent entry to the market has been crowd funding which has facilitated a number of new creative concepts. I am reliably informed that the demographic profile of your average crowd funder is mainly male, young and university-educated. This is according to alternative finance specialist Choice Loans. Some 3.3m people backed one of 22,000 Kickstarter campaigns last year, pledging roughly £330m. (Source: City AM.) Loan-based crowd funding

platforms have been “regulated” by the Financial Conduct Authority since 1 April 2014. That date maybe an unfortunate coincidence, but on reading the FCA website, I learned that “some CF activities are unregulated, some are regulated, some are exempt from regulation”. Confused? This time last year, some very experienced colleagues of mine launched a CF initiative to raise money for a two-minute animation trailer. Those prepared to pledge received the full story of a planned 26-episode animation, and the commercial license and product plans for the project. The fund closed on the published date, and the money pledged amounted to less than the accordion player in my local high street makes on a bad day. Best to look both ways before you leap. Readers of this magazine know that licensing works. At the risk of listing too many figures, a report published by Intellectual Asset

Management claimed that the world’s top 150 brand licensors generated $230bn in 2012 from retail sales of licensed products. And finally for now on figures, the following from a licensing independent survey by Yale on behalf of LIMA which stated North American trademarks earned $5.454bn in royalties in 2012. Entertainment, TV and celebrity brands accounted for $2.55bn in royalties. I trust those numbers serve to endorse the power and effectiveness of licensing. At this point, having said that licensing works, it is important to understand how licensing works. In such a huge market place it is difficult to find a formula that guarantees success for a licensed product; there are simply too many variables. However, in the age of digital media, the effectiveness of sound should not be underestimated. When Coca-Cola decided to teach the world to sing, along came a rival brand that taught the world to shout.

Clive Crouch is a TV expert with a career spanning more than 35 years in the medium. He joined GMTV at its very inception – long before it began broadcasting - as Sales and Marketing Director during which time he was responsible for managing more than £1.5billion of commercial revenues. Clive rose through the ranks to be appointed Chief Operating Ofﬁcer in 2007. Clive runs his own media insights company and you can get in touch with him by emailing; insight@clivecrouch.com or by going to his website, www.clivecrouch.com

Cover Story

The licensing of a legend Jason Rice, SEGA’s Director of Brand Licensing for EMEA, speaks to LTW about a very momentous occasion for the company – Sonic’s 25th anniversary! downloaded; more than ﬁve million Facebook fans; or the longest running video game comic book series?

Sonic celebrates 25 years in 2016 – tell us about how the character initially came to life?

The game is so iconic – did SEGA always know they had something special on their hands?

And why this enduring appeal, do you think?

Jason Rice

“

The blistering pace of those original games in the early 90s set him apart and it was clear nothing existed like him across any of the other gaming platforms

When we launched Sonic all those years ago, we knew we had an immediate commercial and critical success on our hands. However, I don’t think anyone could have foreseen the kind of success we have since enjoyed, or his rapid development beyond the gaming world into all these other areas of consumers’ lives. Who, 25 years ago, could have foreseen more than 335 million games sold or

“

It’s incredible to think that we ﬁrst launched Sonic 25 years ago this year! The world was ﬁrst introduced to our blue hedgehog way back in June 1991 during the 16 bit SEGA Mega Drive era. SEGA’s goal was to design a character that would be our mascot. Fast forward 25 years and it’s fair to say the goal was achieved. Sonic has seen a lot of changes but today he can lay claim to the title of most iconic video game character in the world bar none. But as you know he’s no longer just a video game character. Sonic is a major brand with platforms across all media and merchandise categories and we are immensely proud here at SEGA to have him leading the charge across all disciplines of our business. This year is set to be our biggest yet with several events and licensing collaborations lined up to celebrate his 25th birthday. But you’ll have to wait a little longer before hearing the details.

From the beginning, Sonic’s core appeal and strength as a video game character has been his incredible speed and agility. The blistering pace of those original games in the early 90s set him apart and it was clear nothing existed like him across any of the other gaming platforms. But I think it’s the whole package that

you get with Sonic that has contributed most to his enduring appeal. Sonic himself is an incredibly aspirational character. He’s cool, witty and has heaps of attitude. The catchy tunes and the vibrant visuals which have accompanied Sonic’s world throughout these 25 years have complemented the high speed action - it’s a winning formula.

So many video games come and go but SEGA have engineered Sonic to be as relevant today as it was 25 years ago – what’s the company’s approach to the property? Today we focus our efforts on maintaining Sonic’s status as a leading evergreen entertainment brand. We’ve underpinned this over the years with our ongoing investment in the creation of engaging new content. The success of this content, as well as being innovative and engaging reaches a broad audience across all the major platforms in mobile, TV and console - all maximising Sonic’s appeal to consumers.

Jason describes Sonic in three words… Iconic Fast Adventurous

www.ltwmag.com

What are your retail plans for Sonic in 2016?

Over the years, how many titles has SEGA produced for the franchise?

We put retail front and centre of everything we do. To this end we work very closely with our retailers to ensure maximum brand exposure. This year will illustrate this more than any other year with activations across key toy retail partners such as The Entertainer as well as bespoke collections and pop-up retail initiatives to help us and his fans celebrate Sonic’s 25th birthday throughout 2016.

Sonic has appeared in over 80 gaming titles on console and nine mobiles titles to date. Mobile is becoming an ever-increasing driver of the brands’ popularity with the most successful game Sonic Dash™ achieving over 100 million downloads. The success of Sonic Dash has led to the sequel Sonic Dash 2: Sonic Boom which was released in October 2015 and is proving to be a hit too!

There is so much more to Sonic

How does SEGA grow and cultivate the fan base?

What are your top-three bestselling licensed products? Apparel, toys and collectable ﬁgurines have been our top performing categories to date. We have a broad and diverse bank of assets available for licensees, allowing the brand to translate onto a variety of product which appeals to our dual audience of children and adults.

What do your licensees need to have for SEGA to work with them?

They don’t have to be avid life-long Sonic fans like us but that helps too!

Tell us a little about how the licensing programme has changed over the course of 25 years? Up until 2011, the EMEA licensing programme was run from our head office in Tokyo, Japan. We now have a team of seven based in the London office to manage the territory covering all aspects of the licensing process from PD, legal, sales to finance. To further grow the franchise we have also recently appointed several agents across EMEA, including CPLG for Benelux, France, Germany, Spain, Italy, Nordics, Denmark, CEE, Greece and Turkey, East West Licensing for the Middle East, Icon for Russia, Popcorn for Portugal and Point of View for Israel. The SEGA team based in the London office will continue to manage the UK licensing directly.

It’s simple really. We are looking for partners who can offer that blend of passion, innovation and of course commercial presence and nous to work with us in reaching our licensing goals.

“

We put retail front and centre of everything we do. To this end we work very closely with our retailers to ensure maximum brand exposure

“

We have incredible fans. They are passionate, loyal, and knowledgeable, but moreover they are very active and vocal. This is best illustrated in the world of social media where we have over 5.2 million Facebook fans alone and a Twitter fan base of over 1.4 million followers. While gaming and our TV shows drive much of the content, our licensing business is bigger and more important than ever and is a key component in extending the Sonic brand to the lives of our fans, both the young and not so young. Sonic licensing is a big business and we’re proud to be part of it, pushing the franchise into the world of toys, publishing, apparel, right through to limited edition collectables.

The Sonic franchise is divided into two licensing programmes; Sonic Boom™ and Classic Sonic with approximately 50 licensees on board for the franchise. Sonic Boom licensing centres on SEGA’s ﬁrst ever CG animated TV series for Sonic. Aimed at children aged six to 12 years, the show is packed with action, adventure and comedy. The series is already proving really popular and has already been a top performing show on Boomerang and Cartoon Network in the UK, Gulli in France and Cartoon Network in the Middle East. The show has strong platforms secured across EMEA which will continue to roll out in 2016. The Classic Sonic licensing programme is a celebration of the brand’s heritage as the most popular and most iconic video game character of all time. Graphics span across multiple iterations from pixel Sonic to comic book Sonic. Key partners include Bioworld for apparel and accessories, Archie Comics for publishing and First 4 Figures for collectable resin ﬁgurines.

Are SEGA looking for any new licensing partnerships for Sonic? Of course! We are always on the lookout for new partners, new product innovations and new channels of distribution which expand on our existing portfolio of licenses and categories.

To contact SEGA about licensing opportunities, call 020 8995 3399 or visit onto www.sega.co.uk

January 2016

Property Spotlight

Let the dragon loose Meet Digby Dragon – the latest pre-school character coming out of the Nickelodeon stable and you need to know who he and his friends are. Produced and animated by Blue Zoo Animation, Digby is one to watch. LTW caught up with Blue Zoo to ﬁnd out more

hen you discover something with potential, you grab it with both hands, nurture it and then, with a lot of love, more than a little effort and a bit of luck – you can turn it into something fantastic. Blue Zoo, a London-based animation studio, IP developer and manager, know the virtue in creativity but they also know that quality animation and quality IP means business. Daniel Isman That is probably why they can boast of being a multi-Bafta award-winning production company. Working relationships with some of the best known studios and broadcasters in the business such as Aardman and Nickelodeon is testament to the quality of Blue Zoo’s work – that, and the fact that Co-Founder and Creative Director Oli Hyatt, was awarded an MBE for services to animation in 2014. Daniel Isman, All in all, this is a company who Blue Zoo know what they are doing and when you combine Oli with Daniel Isman, Blue Zoo’s Chief Operating Ofﬁce and IP rights owner, you have a

“

We feel really excited to see something so beautiful coming to life

”

winning combination. Initially, Oli says Blue Zoo were operating as a service studio before they came to the realisation that, actually, they had the creative prowess within the company to not only create animation but to also develop ideas and content. Those Scurvy Rascals, a series which was broadcast on Nickelodeon in 2006, allowed Blue Zoo to develop and explore this side of the business. The series, which had Daniel as Executive Producer and Oli as Producer and Director, was nominated for a Bafta and won two British Animation Awards for Best Children’s Series and the Children’s Choice Award. “Gradually, we became better known for developing our own IP,” says Oli. Olive the Ostrich was another Blue Zoo creation. The pre-school series was broadcast on Nick Jr and Milkshake and very well regarded. Express yourself! Not being an ordinary company, Blue Zoo allows its staff to express ideas. “We want our staff to be involved,” says Oli. “And we try to keep them involved, we want to differentiate ourselves from the ﬁlm industry by allowing our staff to be creative.

We want them to pitch ideas to us for TV shows and shorts – we really try to encourage that.” As a company, Blue Zoo are open with their take on the industry. “For us, there are two types of projects – ones that are good for kids that we think will make an entertaining TV programme, and then there are the projects which are more commercial. The shows we think will do well with merchandising take longer to produce,” adds Oli. The CBeebies broadcast Alphablocks, of which Blue Zoo are joint owners, is one example of a property which is open for licensing. Although based on the British educational curriculum, Alphablocks has attracted international attention and is gathering momentum with partners signed in China, Asia and further aﬁeld. “There is a lot of opportunity with it,” says Daniel. “Particularly in countries where English is a second language and we are bringing in the right people on the licensing side.” A property to make you feel good Another of Blue Zoo’s hot properties, and one they are incredibly excited about, is Digby Dragon. With international TV distribution by Aardman, Digby is due to

www.ltwmag.com

D Dream big with Digby w N Nickelodeon Viacom Consumer Products Co is managing the consumer products rights to Digby Dragon. LTW caught up with Marianne James, VP Consumer Products, UK & Ireland, to ﬁnd out about its plans for this special animated show

Alphablocks

be broadcast on Nickelodeon, which has also picked up the consumer products rights, Digby is a real labour of love for Blue Zoo. Unlike Alphablocks which was initially created for the UK market, Digby is fullyintended to make an impact internationally - indeed, it will be broadcast on Nick Jr USA, and in Germany with ZDF Enterprises. Digby came to Blue Zoo through artist Sally Hunter who presented the team with her original sketches. Sally is the woman behind Humphrey’s Corner Oli Hyatt, which launched in 1998 and generated Blue Zoo millions in retail revenue. Digby is a character she has drawn for 25 years and was ﬁrst created when she was visiting her grandmother in Scotland. Blue Zoo immediately saw the potential. “We were presented with these sketches which had real attention to detail and real personality,” explains Oli. “Sally knew the characters but she didn’t know how to write their stories or how to make a TV show.”

“

Taking Sally’s initial concept, Blue Zoo skewed Digby towards an older audience so they could have more ambitious storylines rather than those aimed at the lower pre-school market. “It has been a really interesting process developing a series for a worldwide and commercial audience,” says Oli, adding that Sally didn’t always agree with the changes being made but now sees the light! Daniel agrees, explaining: “There was already a lot of interest in the project but the moment we aged it up, people instantly loved it and came on board very quickly.” Blue Zoo made sure that by the time broadcasters came on board Digby Dragon was a well-shaped and rounded offering, meaning it retained its authenticity. “We feel really excited to see something so beautiful coming to life,” enthuses Daniel. “People are just mesmerised by it. It is the highest quality and most well-ﬁnished show and children deserve that quality.” Daniel says that when it comes to the CP products programme, this level of ﬁnish and detail will “pay off”.

It’s a really interesting process developing a series for a worldwide and commercial audience

”

Marianne, how did Blue Zoo’s Digby Dragon ﬁrst come to the network’s attention? Oli Hyatt from Blue Zoo pitched the show to the Nickelodeon UK programming team. We had worked with Blue Zoo before on Olive the Ostrich as well as various interstitial campaigns so we knew what they could do and were impressed by their pitch.

What made the property stand out for Nickelodeon? Digby Dragon is a beautiful show full of imagination and possibility. The characters in Applecross Woods are so well written that the adventures they can have are practically limitless and we are sure that UK audiences will love them.

We understand the animation will be broadcast this year, do you have any ﬁrm plans for a date? The schedule for the year isn’t locked as yet but we are hoping that the series will premiere in the spring.

Will the property be supported with a marketing plan? We are going to be strategic with the marketing for the series – making the most of our own digital, on air and social channels as well as competitor channels to ensure that audiences are aware of and excited for the show. The series launch will also be supported with PR outreach across TV and parental press as well as bloggers.

Nickelodeon is managing the CP rights for the property – what sort of merchandise ﬁts the license in your view? It is a pre-school property and we believe ranges such as forest playsets, vehicles and plush would work well with the property. Dress up and role play would lend themselves well along with sleepwear and select apparel.

And what sort of licensees do Nickelodeon want to see on board? The property is so strong that we’re open to pitches from a variety of licensee types.

January 2016

Property Spotlight

What is it?

Meet Digby and his pals… Meet Digby Dragon Me Dig is a kind-hearted, brave, Digby determined and heroic type of fella but de he is a little too generous and trusting and unfortunately, he can’t ﬂy or a breathe ﬁre which makes him a pretty b ineffective dragon.

Digby Dragon is an animated TV series, originally created by Sally Hunter and animated by Blue Zoo Animation Studio. It will be broadcast on Nickelodeon in 2016 and Nickelodeon will manage the CP programme.

What is it about? Digby Dragon lives in a magical forest, Applecross Woods, where he and his misﬁt friends go about their business. Although he is a dragon, he is not very good at being a dragon – he can’t even breathe ﬁre. His pal Fizzy is a fairy – although she is not the best at being a fairy. In short, each of the characters c ch cha r ters is imperfect but rac perfect p pe per f t in their own way. fe fec

Meet Fizzy Fizzy is a fairy who is e’s ever the optimist. She’s creative, affectionate, faithful and can bake. However, Fizzy gets quite distracted by the e world, isn’t the best att magic and lacks a bit of common sense.

Meet Chips Chips is a nutmad squirrel. An optimist who is full of energy, Chips also gets easily distracted, has a short memory span and can be naively fearless.

18 18

Meet M e Grumpy Gru Grumpy is a goblin who is resourceful, patient and oh-sores knowledgeable but he suffers kn from being a bit pessimistic fr and, you guessed it, grumpy. a

www.ltwmag.com

licensing

TALK In this issue, we talk to some of the industry’s ﬁnest about their views on which upcoming properties excite them, vloggers and more

Nicolas Loufrani CEO, The Smiley Company Which upcoming properties are you most excited about for 2016? Like everybody I guess I am super excited about Star Wars. I think Tube Heroes is an interesting property and I am really interested to see how it is going to perform. Were there any recent retail initiatives which really stood out for you? What has stood out recently is deﬁnitely Star Wars, you see it at all retailers. It is incredible, the strength of Disney is unbelievable. I remember when episodes 1, 2 and 3 were released 15 years ago, it was big but did not reach that level. This is because there are now much bigger specialist chains than back in the late 90s and most of them now carry licensed properties.

Jessica Eriksson Licensing Manager, Saltkråkan, the Astrid Lindgren Company Which upcoming properties are you most excited about for 2016? The classic story of Ronja, the Robber’s Daughter has been transformed into an animated TV series, directed by Goro Miyasaki, animated by Polygon Pictures, and co-produced by Studio Ghibli and Dwango. It’s a coming-of-age story about the love of nature, about friendship and family – and it’s also full of adventure. Pippi Longstocking and Ronja, the Robber’s Daughter share the same values of being strong independent girls and excellent role models. The TV-series has already aired on NHK in Japan and we are now selling the show internationally. We’re seeing a lot of vloggers making an impact in the industry at the moment, are there any other media streams you see with commercial potential? We have a challenge in the Nordics when it comes to marketing towards children as it’s very restricted, the key is to be present and reachable with content at many different platforms. YouTube channels and video-on-demand services are still important carriers for this.

“Astrid Lindgren’s stories are as relevant today as they were when she wrote them - maybe even more.”

There is an argument that licensing relies too much on old IP instead of the new – do you agree? Not at all. Astrid Lindgren’s stories are as relevant today as they were when she wrote them - maybe even more. We keep the stories as they are and never change them. But they are modernised in appearance to adapt to present-day viewers and readers. For example, in the animated TV-series of Ronja, the Robber’s Daugter, the magic synergy of Goro Miyasaki and Astrid Lindgren makes very powerful storytelling. There will be more of this to come from us… With regards to your own properties, what was the most successful for you over the past year and why? Pippi Longstocking celebrated her 70th anniversary during 2015 and Saltkråkan, together with licensees, Swedish institutes and many embassies, have made efforts to celebrate her all around the world. Also, we are very proud of the fact that Astrid Lindgren and Pippi Longstocking can now be seen on the new Swedish 20 kronor note, released in October this year.

We’re seeing a lot of vloggers making an impact in the industry at the moment, are there any other media streams you see with commercial potential? One of the biggest media streams is specialist retail chains and their products. Millions of people enter in their stores and see their windows each month. Their products are more powerful viral marketing tools than social media, even when you’re off your phone you cannot escape seeing them. They are part of the marketing campaign and are just being used as a media by big studios who need them to promote the ﬁlms and videos that represent the bulk of their revenues and major ﬁnancial risks. We live in a consumer society, without big chains and their merchandise the superheroes or Star Wars hysteria would probably not be the same. In reality the vloggers talk mostly about products. You see videos of kids opening a new toy or commenting on a video game getting millions of views. They are just an extension of the retail/merchandise media.

“One of the biggest media streams is specialist retail chains and their products. Millions of people enter in their stores and see their windows each month.”

There is an argument that licensing relies too much on old IP instead of the new – do you agree? If old IP survives it is because it is able to reinvent itself. So I would not call it old. Nothing old can survive in this economy except a few luxury goods like a Patek Philippe or a Hermes Kelly because people have been made to believe these are sound investments.

www.ltwmag.com

Nicola Saunders

Liza Abrams

Head of Publishing, Rights & Images, National Portrait Gallery

SVP Global Licensing & Marketing, Sakar International

Which upcoming properties are you most excited about for 2016? We’ve ended a great year of licensing at the National Portrait Gallery with some good discussions with stationery and crafting licensees, who we are excited to work with in 2016. As well as this we’ll be developing the list of images for one of our new licensees, art publisher and e-commerce site, King & McGaw.

“Our new wallpaper and fabric licensee, Blackpop, recently launched their National Portrait Gallery Tudors Deconstructed range at Liberty of London during Design Week in September 2015.”

Were there any recent retail initiatives which really stood out for you? Our new wallpaper and fabric licensee, Blackpop, recently launched their National Portrait Gallery Tudors Deconstructed range at Liberty of London during Design Week in September 2015. This was a fantastic opportunity to showcase the collection and was marked by a beautiful display in the window at Liberty.

With regards to your own properties, what was the most successful for you over the past year and why? I think the most successful work we’ve done this year was our collaboration with Blackpop. This not only created a stunning range of fabric and wallpaper, but also allowed us to show a very creative aspect of the National Portrait Gallery’s collection. Blackpop’s abstract designs use images that were created by experts during a recent research project at the Gallery, employing techniques such as photomicroscopy, x-radiography and infrared reﬂectography to capture the intricate details of the Gallery’s Tudor portraits. The display of Blackpop’s designs at our stand at Brand Licensing Europe caught the eye of new licensees who may not have considered collaborating with us before. We hope that this will open up new possibilities for our brand-licensing work in 2016.

Which upcoming properties are you most excited about for 2016? There are so many great new properties launching this year: Shopkins, Trolls, Descendants, DC Super Hero Girls, BM vs. SM and on – it’s really a banner year for licensing! There is an argument that licensing relies too much on old IP instead of the new – do you agree? I think it has to be a combination of what worked in the past – time-proven play patterns and beloved characters, as well as a fresh spin, contemporary themes and a nod to technology. It’s hard to be completely original - but there are ways to creatively refresh a brand or a theme that’s been around for 10 or 20 years and we see lots of licensors doing this very successfully. With regards to your own properties, what was the most successful for you over the past year and why? I think for most licensees, including Sakar, Frozen really stood out for a second year in a row. It really struck a chord.

Ian Downes Director, Start Licensing Which upcoming properties are you most excited about for 2016? From our own portfolio we are looking forward to continue building the very successful Britvic licensing programme. We have also seen great growth in the popularity of Asterix. 2015 saw the release of a new Asterix album Asterix and the Missing Scrolls. This release attracted signiﬁcant PR, great retail listings and author lead events. This has resulted in renewed interest in the brand - we have secured deals with companies such as Steiff and Underground Toys recently. From other portfolios I am looking forward to seeing how the Snoopy property is developed following the release of the movie. It will also be interesting to see how modern classics

January 2016

such as Mr Men and Little Miss evolve in 2016 - they have had some great partnerships such as their link with Henry Holland and added new characters to the mix. Were there any recent retail initiatives that really stood out for you? In the run up to Christmas retail space in the UK was dominated by Star Wars in particular. Clearly the property has been sold in very well and is an all encompassing property. Disney are masters of securing retail space, linking products with promotions and creating a sense of excitement. I think they have achieved this with Star Wars and a range of retail activities. The only concern I have heard about Star Wars is whether they have licensed too many products. I am sure there will be some big sellers, some so-so sellers and a few poor sellers but overall I think Star Wars is a great boost to

the licensing industry. We’re seeing a lot of vloggers making an impact in the industry, are there any other media streams you see with commercial potential? I think the licensing landscape has changed beyond recognition. The conventional route to market for licensed properties has changed and we are more likely to see properties emerge that have had success on a number of platforms. I suspect licensees and retailers will want to work with properties that can demonstrate that they have a real audience, an audience that can be marketed to and also a longevity. I think there will be new sources for licensing to spring from but it is important that they have a support structure around them. It is hard to gauge where ‘new’ things may emerge from but I think it is worth looking at some nontraditional sectors such as urban music, street art and contemporary fashion.

Sports Licensing Feature

Leagues ahead

On the back of a successful Rugby World Cup and with the Olympics and Euro 2016 on the horizon, LTW takes a look at the growing legions of sports enthusiasts

hen we talk of the elusive cradle-to-grave brands, it’s hard to trump the candour and loyalty that sports licenses instil. The rules might be different, the teams different sizes, but all sports fans share a common dedication to their sport of choice, and they want to let everyone know. But what is it about sports licensing that drives such ardent loyalty? Daniel McGeehan, Business Development Manager – Sport at CPLG, which represents a number of leading sports properties from around the world, says they inspire a unique form of emotional attachment. “Sports licensing is unique in relation to character and lifestyle brands in that it captures an emotion, loyalty and feeling that cannot be replicated outside the world of sport,” he says. “There is a certain pride and magic with associating with your favourite sports team and nation, and licensing allows this feeling to be captured in physical form through exciting and innovative product.” For Daniel, the “very versatile” England

“

Over time, success leads to a larger fan base and increased brand awareness Tim Bowers, Sports Category Manager, Hy-Pro

”

Rugby brand is a good example of a sports property on the rise. “It appeals to all ages and attitudes across the country, capturing families, players and collectors alike. Reports have shown that over 12 million adults in England are supporters of rugby, and this number is consistently growing,” he adds. Of course, consumer demand for this merchandise heats up in the weeks surrounding an international sports tournament. When London hosted the Olympics in 2012, toys carrying the global sporting competition’s license shot straight to the top of the sales chart. Even amid incredibly

strong competition from the likes of Moshi Monsters - riding high at the peak of its popularity - and evergreen powerhouses Spider-Man, Star Wars and Hello Kitty, Olympics licensed toys still took the gold medal for sales by value in the week leading up to the opening ceremony, according to NPD. The 2015 Rugby World Cup is the most recent international tournament of this type, and Daniel says it certainly made its mark. “The Rugby World Cup has left a lasting legacy to the world of licensing in increasing both awareness and appetite. Retailers reported very strong product sell-through during the tournament, which has directly

Cult of personality With 108m, Ronaldo’s Facebook followers number 10 times the population of his native Portugal, and nearly three times the number living in Spain where he is a domestic superstar www.ltwmag.com

resulted in repeat range orders for the RBS 6 Nations Championship in apparel, accessories and gifting.” In fact, demand for Rugby World Cup licensed product reached new highs last autumn when the Official Rugby World Cup store on Oxford Street had to close after “overwhelming merchandise demand from the Japanese public,” according to World Rugby CEO, Brett Gosper. The flood of consumers followed a shock win for the Japan side against tournament stalwarts South Africa. The Rugby World Cup’s popularity is set to continue, according to Daniel. “Another strong tournament, and the momentum will really start building ahead of the vision to build a 365day programme for England Rugby consumer products in line with the sought after year round fixture schedule at Twickenham.” And it’s not just the men’s teams, either. “One key mention is for the England Rugby women’s team, the current world champions whose success has helped inspire women’s all across the country, and create an appetite for demand in ladies’ wear and apparel to support the team,” Daniel reveals. “Our next focus is to harness the appetite of

Sally Fitzgibbons, Saban Brand’s Piping Hot brand ambassador

the kids’ wear and baby fan base, for which there is a great deal of potential for the next generation of rugby fans to get involved in the positive values of the game.” Beyond the realm of team loyalty, NFL jerseys and commemorative Wimbledon merchandise, Katie Routledge, a personal trainer and healthy lifestyle Real Madrid - Twitter 17.9m / Instagram 24m professional, says the Barcelona - Twitter 16.5m / Instagram 26.1m lifestyle and aspirational values of sports and fitness Arsenal - Twitter 6.8m / Instagram 5.2m are incredibly appealing Man Utd - Twitter 6.73m / Instagram 8.6m to a growing number of Chelsea - Twitter 6.45m / Instagram 5.3m consumers. “Over the past five years we have seen surge of interest in getting fit and participating in organised sports events, obstacle races and charity runs,” she explains. “Being fit and healthy has become a badge of honour for more men and women of all ages to wear with pride – and one way to do that is with licensed and branded work-out gear and casual wear.” A greater number of sports fans and supporters are moving into participation, and this gives

The football network

With a truly global following, football is the world’s biggest sport. So it’s no surprise that fans love engaging with their favourite teams on social media. So which team commands the biggest online following?

potential sports licensees a growing audience. “You see that increasing with the number of new clients and interest PTs now get outside of the traditional January and summer-beach-body peak periods,” Katie adds. This looks set to be a key trend for the sports licensing sector in the near future, and Daniel reveals plans for tapping into this over the coming year. “Looking ahead, the division of sports and lifestyle licensing are becoming even more integrated through the health and ﬁtness boom that we are seeing in ‘athleisure’–led ﬁtness clothing design in popular culture trends, and we hope to capitalise on this growth area in the next 12 months.” With the Olympics in Rio this summer, the Euro 2016 in France, and the usual slate of domestic and international sporting competitions in everything from tennis to motorsport, 2016 is set to be a high scoring year sports licenses.

January 2016 231

Sports Licensing Feature

The best is yet to scrum! England Rugby dmcgeehan@cplg.com www.cplg.com This past year has been a very special year for the England Rugby brand in the licensing world. Working alongside CPLG, the brand has gained valuable crosscategory activation with a host of major retailers. During the Rugby World Cup 2015, England Rugby had its biggest and best success in the retail market with ranges stocked in stores right across the country. These included major grocery players such as Asda, Tesco, Sainsbury’s and Aldi, and established high street destinations such as Sports Direct, Mothercare, M&Co and Primark stocking their ﬁrst-ever or greatly expanded ranges. Apparel and accessories were the key drivers for success, with more than 800,000 units sold in over 2,000 individual store locations. Buyers were overwhelmed (and delighted) by the public’s response, reporting full price sell-through in just over two weeks across men’s, ladies’ and kids’ garments. The appetite of the brand has encouraged strong activation for the 2016 RBS 6 Nations in February, with the total commitment from retailers increasing by nearly 10 times in comparison to the previous year. The RFU’s licensing programme currently includes over 40 best in class licensees, the most recently appointed partners including Carlton Books and Grange Communications in publishing, Cube Interactive in mobile gaming, Pyramid Posters in gifting, and the London Silver Company in premium jewellery. The host city fan zones installed around the country for the Rugby World Cup have inspired a whole new generation of family supporters to the game, and the brand’s goal is to continue the current momentum to deliver a 365 day programme, capitalising on all major events in the rugby fans calendar.

Ride the wave Saban Brands +1 310 557 5230 www.sabanbrands.com Piping Hot is an iconic Australian fashion and lifestyle surf brand, established more than 40 years ago in Torquay, Australia. Deeply rooted in surf culture, the brand quickly became the leading surfwear brand best known for its revolutionary wetsuits and also includes a full product range including t-shirts, shorts, swimwear, footwear, surfboards, beach towels, headwear and more across the men’s, women’s, young adult and kids’ categories. In 2015, Piping Hot aligned with top-ranked Australian pro surfer Sally Fitzgibbons to serve as the brand’s female ambassador, alongside male ambassador and pro surfer Wade Carmichael.

Topps 01908 800 123 www.toppsdirect.com Collectables company Topps has teamed up with Chelsea star, Eden Hazard, to become its brand ambassador and launch the company’s ﬁrs UEFA Champions League edition of Match Attax, the world’s most successful football trading card game. The brand new collection from launched on 14 January, builds on the success of its already hugely popular licensed Premier League edition of Match Attax. The trading card game is the second Champions League collection from Topps, following the launch of the ofﬁcial sticker collection at the end of 2015. The Match Attax UEFA Champions League edition cards contain a range of statistics so collectors can compare the footballing.

www.ltwmag.com

ENGLAND RUGBY LICENSING World Rugby Museum

The Team

The Brand

Properties

FACTS:

England Rugby Team England World Rugby Museum Twickenham Stadium Ruckley – England Rugby Ambassador

12 million adults in England are supporters of rugby 56% of those supporters have children 69% of supporters are ABC1 (versus a national average of 50%) 78% of supporters think rugby demonstrates positive values

Licensor Rugby Football Union janebarron@rfu.com Tel: +44(0)2088316685 englandrugby.com/licensing

Licensing Agent CPLG Copyright Promotions Licensing Group Ltd 3 Shortlands, London, W6 8PP Tel: +44 (0)20 8563 6400 cplg.com dmcgeehan@cplg.com

England hosted Rugby World Cup 2015. Over six weeks 2,474,584 attended a match, more than a million visited a Fanzone and further million people engaged in rugby through Festival of Rugby events. The Final was watched by an estimated 120 million global audience and RWC15 became the most discussed sporting event of the year on social media. The World Rugby Museum vision is to collect, document, interpret and exhibit the world’s largest and most comprehensive collection of rugby football memorabilia. The museum based at Twickenham Stadium formerly opened as the ‘Museum of Rugby’ in 1996 and became the World Rugby Museum in 2007. Our collection of over 25,000 objects are displayed within our permanent galleries and supplement a regular programme of special exhibitions as well as formal and informal learning programmes. Licensees/Partners regularly use the museum’s collection, library and curating team as a valuable resource and source of inspiration for product development.

englandrugby.com

*Figures from quantitative research conducted by Flamingo and Brainjuicer on behalf of the RFU. January 2013 (ﬁeld work October 2012)

Rugby Football Union. The England Rose is an official registered trademark of the Rugby Football Union.

AGENCY SPOTLIGHT

Do you know Those Licensing People? Four years ago, Russell Dever established Those Licensing People. The MD sits down with us to explain how the company has developed and he even reveals they are looking to take on new staff!

I Russell Dever, MD, Those Licensing People

Russell on… Direct to Retail Direct to Retail is a powerful tool for the right property but it does not work across the board and should be treated as a marketing tool with the greatest of respect. Retail relationships are very important for licensors. In a consumerist society the most important person next to the consumer is the retail buyer. In the same way that parents are the gatekeepers for children, retail buyers act in the same way. Moderating IP into the market - successful licensing starts here. Retail buyers should be treated with respect and indeed be allowed to feedback to licensees via an agent.

Contact: E: info@thoselicensingpeople.com Tel: +44(0)845 901 1657

“

n 2011, tragedy hit Those Licensing I have been People’s MD Russell involved with the Dever when his licensing industry 25-year-old son Joel since 1995 and I died in tragic circumstances. “It was have seen it grow sink or swim time,” says into a Russell. “And I decided sophisticated to swim.” That ﬁghting spirit is marketing tool. one which permeates The idea that you through Russell and can harness Those Licensing People personal desire, (TLP). Russell had already had success emotional after developing the content, and BBC broadcast peer group animation Little pressure Monsters – and after Joel’s passing, he fascinates me decided to return to production with Boy and the Dinosaur which he had originally planned to work on with his son. “Somehow,” Russell explains, “Those Licensing People grew from there and Boy and the Dinosaur is now scheduled for delivery on Disney in autumn 2016 with Disney Australia leading the way.”

”

Developing the brand Those Licensing People began organically, Russell admits. After many years of working in the animation and licensing industries, Russell had no concrete plans to establish the company as a licensor, or as an agent – but that is just what happened – and now they are looking to hire staff! “I hadn’t actually planned to come back into licensing at ﬁrst but our

next project was to help a nascent company develop ‘JCKSCRWN’ which is now an established streetwear brand. We built TLP initially around this and then added more third-party rights. Four years on we have two series in production, and one in development for which we are the exclusive master agents worldwide. We also have a range of third party IP across a number of nonconﬂicting markets.” Maintaining diversity After four years of building the company behind the scenes, Those Licensing People is now ﬁrmly established and it represents a range of properties and own IP from food brands like Duke of Delhi and 5 Oil, animation like Little Monsters and Boy and the Dinosaur, to character Zuma the Dog and more. The point being, they are not a one-trick pony and this is important to the company.

Duke of Delhi

www.ltwmag.com

Boy and the Dinosaur, which has been picked up by Disney

JCKSCRWN 5 Oil

top-end, mid-market property demands. That is exciting I think. To ﬁnd the niche into which the right property will ﬁt and then to build the network of connections that weaves a raft of support under the IP.”

Those Licensing People’s ideal employee is... Personable, dedicated, entrepreneurial, enthusiastic and creative. “I have been involved with the licensing industry since 1995 and I have seen it grow into a sophisticated marketing tool. The idea that you can harness personal desire, emotional content, and peer group pressure fascinates me. That the same rules apply across a broad range of intellectual property rights has enabled us to expand out of character licensing and children’s properties into adult luxury goods.” Given the diversity in the brands TLP represents, does Russell feel children’s properties should be treated differently to adult ones? “That’s a very interesting question. You would think so wouldn’t you? Although the audience is much younger and sometimes the property does not appeal to an adult audience, but let’s face it children are not the gate keepers to the bank account. The decision to buy into a brand is complicated in the children’s market, because you have to ﬁnd the appropriate balance of adult pathos for the brand and pester power from the kids.” Russell argues that “too much of one will cancel out the other”, and says: “it is easier to place the desire for a brand into the mind of an adult and expect a result than it is with a child. Just because a property has the approbation of an adult does not make it cool for kids. Just because kids nag the life out of parents does not mean that parents will give in to a child’s demands.”

January 2016

Company ethos Russell describes Those Licensing The personal touch People as a “boutique licensor with Given the amount of agencies in the global connections”. licensing industry, one such as Regardless of whether the Those Licensing People stands out company is dealing with their because of “the personal own IP such as Little Monsters We are a connection” says Russell. or Boy and the Dinosaur or “We have a small but focused boutique working with third party IP, team of people. The most important licensor with Russell says the approach is thing for me is that there is a strong the same. global personal connection, service is “Licensees are our clients everything.” Russell also prides connections too,” he enthuses. “The same himself on transparency, explaining: rules apply. But one thing that “I have done away with the industry our licensees find out quickly practice of quarterly accounting. My about TLP is that third party rights principals get paid as soon as the are handled in exactly the same way cash hits the bank. I trust them. I as our own in-house IP. Building a hope that kind of service level strategy for the property with our means that they can trust me. We licensees is therefore paramount. still report on the quarter, but that is We need to be able to measure after funds have already been results against forecast.” disbursed. I do not use my clients’ Quality brands and IP is what funds as cash flow.” makes the company tick. Those As Those Licensing People embark Licensing People is ambivalent on a new year, watch this space! toward the mass market which appeals only to a common denominator, We hear Those Licensing People is looking to recruit in the says Russell. next year? You must be pleased! “This is fine for Terrified, actually! But there are only so many hours in the day and the properties we are at the point where we are going to need to bring in some new that have that faces. It’s exciting of course, but it’s also a responsibility. With some certain kind of 14 properties in our line-up for 2016 it would be irresponsible of me appeal but it is not not to consider expansion which is why we have just increased our sophisticated and studio capacity from January. In addition to which we have a very does not require close contracted relationship with Weird Lime the Leicester based the same degree advertising and marketing agency. We share resources. I have a great of planning that a belief in co-operative agreements which benefit multiple parties.

“

”

We asked…

Character Licensing Feature

A bit of a character Character licensing is a staple in the industry. LTW takes a look at what is working and why

here is nothing quite like a licensed character to get the retail blood pumping – a whole host of favourites are making an impact on the shop ﬂoor. Numerous characters are hitting high street stores and making money for retailers and suppliers, from SpongeBob, Boo, Scooby Doo, Peppa, Batman, Superman, Danger Mouse, the pups from Paw Patrol, Thomas, to

“

Both Transformers and My Little Pony are experiencing signiﬁcant growth that’s expected to continue well into 2016

James Walker, Hasbro

”

the Turtles, the list goes on and on. There is one very important nugget about each and every successful character license: consumers like them. That might sound ridiculous in its simplicity but creating a character which consumers – in this instance, children and their parents – relate to, and identify with, is crucial. The key thing about the properties mentioned above and the reason they strike a cord with consumers is very simple: they bring something to the plate which entertains, educates and leaves them wanting more.

What consumers like One company which is riding the crest of a well-orchestrated wave is Hasbro with a wealth of properties to hand. James Walker, Vice President, Brand Licensing UK told LTW that TRANSFORMERS and MY LITTLE PONY were the company’s top licensed performers for 2015. “Both iconic brands are experiencing signiﬁcant growth that’s expected to continue well into 2016,” reveals James. Asked why these brands resonate so strongly with consumers, James says: “Consumers know the stories behind these iconic Hasbro brands; they grew up watching, engaging, and in many cases falling in love with them. Whether it’s a fan who grew up enjoying the brand, or a new fan just getting introduced, this licensed merchandise and apparel strengthens the consumer’s connection to the brand. It brings these stories to life, and helps consumers of all ages enjoy their favourite brands in new, unique, and trendy ways.” Emily Bell, Licensing Director at Redan Alchemy also reports back on a positive 2015 with the Sooty Show going from strength to strength. “It is playing daily on CITV in the UK and simulcasting on both CITV and

Did you know… Nickelodeon run 360° marketing campaigns with retailers to support all of their properties

ITV at the weekends, with plans for the movie moving on at a pace. Fashion Lab continued to bring in retailers for apparel with Tesco the most recent to sign up with babywear. Golden Bear’s plush range continues to perform well and the licensing programme contintues to grow with books, calenders, stickers and confectionery all set for release in 2016. The little bear has also made the hotly anticipated trip down under, where the latest episodes launched in Australia on Channel 9’s Go! and on TVNZ’s TV2 in New Zealand this autumn. BBC Worldwide will be looking to expand their licensing programme as brand recognition continues to grow.” For Emily, Sooty resonates with consumers because it targets all age groups. “It appeals to all generations and the iconic status of the main characters means that the media loves the brand too. We are looking to develop the pre-school audience this year and in doing so hope to open the licensing programme up to an even wider range of products.”

Mass appeal Currently, Paw Patrol is riding high on the retail wave. The Nickelodeon and Spin Master powerhouse is outperforming anticipated spend, as Marianne James, VP, Consumer Products UK & Ireland at Nickelodeon & Viacom Consumer Products tells us: “Paw Patrol has had an extremely

www.ltwmag.com

the show introduce their kids to it, knowing it offers spooky fun that is wholesome and safe.”

Did you know… CBeebies has 99% brand awareness

Talkin’ ‘bout Who... successful year both on screen and at retail and is currently our number one pre-school license. Over 10 million viewers tuned in to the series on both Nick Jr. and Milkshake! and product has been ﬂying off the shelves.” But why has it resonated with consumers so much? What makes Paw Patrol stand out from other properties? “I think Paw Patrol’s blend of action, adventure and comedy in addition to its broad range of themes and diverse characters gives the show universal appeal for pre-schoolers,” Marianne tells us. “Each character has a unique personality that both pre-school boys and girls can relate to and the

characters’ dynamic use of vehicles has given scope for an exciting range of toys. Beyond toys we’ve driving growth in categories including food, car accessories, publishing and beauty so that families can fully immerse themselves in the world of Paw Patrol.”

Super excited Moving on from Paw Patrol, Warner Bros. Consumer Products are having a cracking year. We know companies such as Mattel and Toy State are excited about the launch of their Super Hero Friends lines – and retailers are too. But putting those aside, Paul Bufton, Vice President of Licensing and Business Development at Warner Bros. Consumer Products EMEA tells us that Scooby Doo – driven by toy lines from Character and LEGO - has had a great year. Paul says the brand saw a resurgence in popularity across Europe, and he puts this down to the strength of characters and content. Paul adds: “Our complete commitment to evolving the franchise in line with consumer trends are key factors, and the studio’s outstanding broadcast partnerships are key too. Nostalgia also plays a huge part as parents who love

January 2016

BBC Worldwide have a rake of hot properties to boast of but Clare Piggott, Head of Merchandising tells us that in particular, Doctor Who had an “outstanding” 2015. “We’re very proud of the Doctor Who LEGO set, which went on sale 1 December, and has performed brilliantly at retail. Doctor Who and LEGO is a match made in fandom and the success of the set illustrates how well the brand is performing globally. The global partnership with LEGO is an exciting one for us, and demonstrates our commitment to working with world class partners. At BBC Worldwide, we pride ourselves in working with licensees that create innovative and exciting products that capture fans imagination, which is acutely demonstrated by our partnership with Warner for LEGO Dimensions. This innovative new game has had a very big impact and it’s been fantastic to see Doctor Who on the same stage as iconic global brands such as Scooby Doo and Back to the Future.” Clare tells us that Golden Bear is master toy for many of BBC’s pre-school brands and retailers help to spread the brand message with several initiatives. “Golden Bear has created an onpack promotion with CBeebies Land, featuring 2 for 1 ticket entry to Alton Towers. Stickers can be found across the company’s toy range including CBeebies, Hey Duggee, In The Night Garden, Something Special and Twirlywoos toy lines, giving their customers the opportunity to experience the fun and excitement of CBeebies Land with their children,” reveals Clare.

“

Paw Patrol has had an extremely successful year both on screen and at retail and is currently our number one pre-school license

Marianne James, Nickelodeon & Viacom Consumer Products

We asked…

”

Children are consuming content through so many mediums these days, how do you support your brands other than TV?

“In addition to the TV and magazine coverage a brand like Sooty is also fantastic in real life. Taking sooty and his stage shows out on the road is a fantastic way of gaining new fans. Last year alone we estimate that over one million people watched a live Sooty show of some kind – whether it be as part of the ofﬁcial touring show or in one of the many holiday parks or festivals he performs at. And then there’s the Sooty Movie which is scheduled for ﬁlming this year – so watch this space.” Emily Bell, Redan

“We know today’s children, tweens, and teens are getting their news and entertainment from a variety of different sources, so we’ve adapted our strategy to engage with them on their terms, where, when, and how they want it. In some cases it’s a mobile app, in other cases it’s a branded site or a brand-speciﬁc social media page, but either way, we know reaching our younger consumers on their turf is the best way to build a strong, long-lasting connection with our next generation of fans.” James Walker, Hasbro

Top 5 items in the Licensed Toy Market YTD Nov 2015: NPD Disney Frozen Elsa Sparkling Ice Castle LEGO Group (Standard Building Sets) Simpsons Miniﬁgures LEGO Group (Standard Building Sets) Star Wars Imperial Troop Transport LEGO Group (Standard Building Sets) Disney Frozen Sing Along With Elsa Jakks Paciﬁc (Large Dolls and Accs) Marvel Super Hero Mashers 6 Inch Figures Hasbro (Action Figures) 29

Character Licensing Feature

Are you Boj-ing? BOJ 01273 982 501 www.boj.tv

They revealed plans for Boj World, a soft play visitor attraction at West Midland Safari Park, generating a range of offers from plush and merchandise licensees

Since launching on CBeebies, Boj has maintained its remarkable record of airing on every regular weekday. And in the first 18 months, Boj achieved more big audiences than any rival character brand, successfully doubling audience share. One secret to Boj’s success is family viewing. Its values are genderinclusive and attract parents with kids from two years old all the way to age six. This explains why a newly ordered special-length episode will see Boj on the BBC until 2022! As befitting this inspirational brand, it continues to grow a truly innovative Boj licensing campaign. In Paul Lamond Games it has found the perfect partner to embrace Boj’s passion for creative play with a series of Boj craft kits, puzzles and a card game. At BLE they revealed plans for Boj World, a soft play visitor attraction at West Midland Safari Park, generating a range of offers from plush and merchandise licensees. In response to young readers voting it one of their most loved characters, Boj is to get his very own magazine by Redan. And because everyone loves Boj’s catchy tunes, Demon Records is releasing a Boj-a-BOOM album sung by star Jason Donovan. Boj is now looking to bring in even more of the best licensees out there to join them in exploiting Boj’s unique appeal across multiple categories. There are at least two major marketing events for Boj this year: promoting Boj World, West Midland Safari Park plan a year-long Boj-focused TV ad campaign. And a partnership with Discovery Education will deliver Boj’s Aussie Safari, a live webcast into over 1000 schools, taking UK reception classes on an amazing virtual fieldtrip to meet Boj’s real-life bilby cousins. This is just the beginning for Boj, with more exciting developments on the way including a new twist on the Let’s Get Boj-ing outreach programme and, coming soon to a zoo near you, the first ever bilbies outside Australia.

”

Cool for cats ENESCO 01228 404 022 www.enesco.co.uk Gund has teamed up with Sesame Street to make playtime a more huggable experience. Two of Sesame Street’s best-loved characters, Elmo and Cookie Monster, are appearing as their heroic alter-egos this January. These two new Superhero Take Along Buddies feature fun details including a superhero cape and embroidered chest insignia — a star for Elmo and, of course, a cookie for Cookie Monster. At 30.5cm tall, they are the perfect size to take everywhere, which is certain to please Sesame Street fans of all ages. Grumpy Cat has become one of the most famous felines of call time, and Gund’s adorable soft toy versions make the perfect huggable pal to put a witty spin on life’s difﬁcult moments. Two new, fabulously sullen versions are being added to Gund’s popular beanbag collection for January 2016, and as with the rest of the Grumpy Cat collection – these latest beanbags are carefully handmade in Gund’s trademark style using soft, tactile plush. Wearing a black cowboy hat and ‘NO’ sheriff star, Grumpy Cowboy’s expression reveals exactly what she’s thinking: ‘This town isn’t large enough for the two of us’ whilst Grumpy Jester is not looking very amused with his multicoloured jester’s hat! Grumpy Cat’s exploits are followed by an increasing number of fans — that now amount to over 40+ million on YouTube, more than 8.2+ million on Facebook, 1 million+ Instagram followers and 300K+ Twitter followers. Boo, a peppy Pomeranian with a puppy cut, is an internet sensation with over 17 million fans on Facebook, tens of millions of views on YouTube and increasing presence on Twitter, Instagram, and Pinterest — not to mention a massive celebrity fan base: his following includes Orlando Bloom, Selena Gomez, Seth Rogan, Lady Gaga and more. Boo is moving into the digital world as well — you can now download Boo stickers for Facebook Messenger app. The latest addition to Gund’s Itty Bitty Boo collection is the adorable Daisy Boo. With his pretty pink daisy headdress he certainly lives up to his name as the world’s cutest dog and is a wonderful addition to this popular collectable range. Constructed in Gund’s trademark style using soft and tactile plush, this latest Gund version of Boo is far too cute to resist.

www.ltwmag.com

Character Licensing Feature

Meet Digby... BLUE ZOO 020 7434 4111 www.blue-zoo.co.uk Digby Dragon is a nature inspired comedy adventure for younger children. Digby lives in an enchanted forest where nature and magic combine to make growing up one long fairy tale. Set in the colourful and enchanted Applecross Woods, the show follows Digby, a ﬂedging dragon, who is learning to ﬂy. With his best friend the fumbling bumbling fairy Fizzy Izzy, Digby takes on adventures in the woods encountering characters including train driver Grumpy Goblin and Chips, the scatter-brained squirrel. Digby Dragon is aimed at the top end of pre-school for children aged three to six years old and each story centres on the four main characters and are part comedy soap opera, part tales of nature and the environment. Every day is an adventure as the woodland friends enjoy, protect, live and play in their very special wood. Digby Dragon will make you laugh, cry and care! Digby Dragon is based on original work from Sally Hunter, creator of celebrated pre-school property Humphrey’s Corner. Blue Zoo Animation Studio is producing the programme entirely at its central London studio and Aardman Animation has acquired international TV, DVD and digital sales rights with

Nickelodeon UK commissioning 52 x 11mins of the programme launching on its pre-school channel, Nick Jr in autumn 2016. The show has been sold to: Nick Jr – USA, Latin America Australia & New Zealand, ZDF – Germany, MBC – Middle East , S4C – Wales, Tele Quebec – Canada. Nickelodeon & Viacom Consumer Products acquired Consumer Products rights in the UK and Ireland.

Digby Dragon is aimed at the top end of pre-school for children aged three to six years old and each story centres on the four main characters and are part comedy soap opera, part tales of nature and the environment

Building the fun MATTEL 01628 500 000 www.mattel.com Mattel boasts an impressive pre-school portfolio including Thomas and Friends and Bob the Builder as well as delivering strong licensed lines based on powerful properties from Nickelodeon, Warner Bros, BBC and more. Thomas and Friends builds on its busy 70th anniversary year with an exciting new brand campaign based on themes of racing, teamwork and friendship. New spring launches in the toy lines include the Fisher-Price My First Rolling Melodies Thomas, the Take-n-Play Jungle Quest set and the TrackMaster Close Calls Cliff playset as well as new engines based on characters from dynamic new content. Building on the successful launch of the new look Bob the Builder on Channel 5’s Milkshake!, 2016 sees the introduction of the second phase of enhanced new content with a brand new season of 52 x 11 minute episodes. Zooming onto the scene in Q1 is the new Fisher-Price range based on the Nickelodeon series Blaze and the

1 32

Monster Machines. The range focuses on vehicles driving collectability alongside speed, stunts and storytelling. This will be followed by the arrival of the Fisher-Price Go Jetters licensed range in the second half of the year to add yet more excitement to the category. Fisher-Price’s Bing range success is set to continue with the expansion of the playset and ﬁgures offering as well as introduction of roleplay items including Bing’s Phone and Brenda the Blender. Continuing in 2016 is Mattel’s super collaboration with

Warner Bros. with a new range of Batman V Superman movie toys coinciding with the latest film release in March followed by the launch of new DC Super Hero Girls in autumn. As Master Toy Licensee, Mattel will launch three categories to make a Super Statement at retail: action dolls, action figures and roleplay items. Finally, Mega Bloks sees the exciting launch of the Teenage Mutant Ninja Turtles construction range ahead of the feature film release in June.

www.ltwmag.com

The UK’s Best Selling Children’s Magazines

1.5

Reach Over

MILLIO

READE RS

No.1 * Girls’ Compilation

Circulation 33,727*

Circulation 46,683*

Circulation 48,749*

No.2* Pre-school

No.1* Pre-school

Circulation 86,059*

Tel +44(0) 1743 364433 www.redan.co.uk * ABC Jan-June 2015 (average net circulation)

Loved by children, trusted by parents.

Circulation 67,305*

Character Licensing Feature

Where there is danger

JUST ROALD WITH IT

JAZWARES

DRi Licensing

07711 080 866 www.jazwares.com

020 3757 2170 www.drilicensing.com

The all-new series of Danger Mouse has seen a triumphant return to CBBC. With over 3.6 million viewers in its first six weeks and a ratings winner amongst boys aged four to nine, Jazwares is ready to feed the fan demand for toys with items that are as exciting and action-packed as the series itself! Helping the humour leap from screen, the range brings Danger Mouse, Penfold and all the favourite characters to life in a stunning new collection of figures, vehicles, plush and role-play. Enter the world of the international secret agent with Danger Mouse’s Mark IV Vehicle – featuring pop-out wings, functioning boot as well as an exclusive 3” figure. A fully articulated 10” Danger Mouse figure features a removable jet pack accessory and five authentic show sayings! Kids will be able to roleplay as their favourite secret agent with The Shrinkatiser – DM’s gadget of choice when faced with monstrous monstrosities! An assortment of plush featuring three individual character phrases and collectible figure range are also available. Further plans for 2016 include Professor Squawkencluck’s Lab playset as well as new vehicles and figures.

Dick Bruna’s world famous bunny, Miffy, is set for yet another fantastic year with brand new episodes of the engaging new TV series Miffy’s Adventures Big and Small launching on TinyPop on 25 January. Licensee, Rainbow Designs, is also launching a brand new Miffy for Baby plush collection for the spring aimed speciﬁcally at the infant and nursery market. Later in the year Rainbow will also launch a range of new sensory plush, as well as playsets to complement the Miffy Adventures Big and Small TV show. A year full of celebrations lays ahead in 2016 for the Roald Dahl brand with activities aplenty to commemorate the centenary of the renowned author’s birth. There will also be a number of exciting new product launches this spring, with educational games and puzzles from Lagoon and more.

Some super action WARNER BROS. CONSUMER PRODUCTS 020 7984 6100 www.wbcpmedia.warnerbros.com

In response to consumer, and indeed, industry demand for a new girls’ brand that goes beyond pink and princesses – WBCP is about to launch the consumer products programme to support DC Super Hero Girls, an entertainment world that inspires girls to be their own hero

Warner Bros. hugely anticipated release of Batman v Superman: Dawn of Justice in March kick starts a line-up that includes nine more DC Comics films that will launch by 2020 - essentially two DC Comics blockbuster movies every year for the next five years. Global partners like Mattel, LEGO and Rubies ensure a steady stream of new yet iconic products – action figures, wheels, dress up – that underpin DC Comics Super Heroes status as a childhood rite of passage. Beyond its perennial toy business, WBCP is digging deeper into the diverse DC portfolio to innovate in the toy space. In response to consumer, and indeed, industry demand for a new girls’ brand that goes beyond pink and princesses – WBCP is about to launch the consumer products programme to support DC Super Hero Girls, an entertainment world that inspires girls to be their own hero. A collaboration between Warner Bros., DC Entertainment and Mattel means girls now have their very own Super Hero world alongside legendary DC Comics female Super Heroes, including Wonder Woman, Supergirl and Batgirl, in this all-new universe that was created just for them. Animated shorts have started to roll out on DCSuperHeroGirls.com and products including toys from the Mattel launch later this year. DC Comics is also making waves in the pre-school space and Fisher-Price continues to do a fantastic job developing age appropriate toys for pre-schoolers under the DC Super Friends banner.

34 1

www.ltwmag.com www.ltwmag.com

Box ofﬁce ready NICKELODEON & VIACOM CONSUMER PRODUCTS UCTS 020 3580 2474 www.nick.co.uk

In 2016, Nickelodeon’s pre-school licensing portfolio will continue ue to go from strength to strength following the success of Paw Patrol which finished 2015 as the number one pre-school property according to NPD data. The he recent toy prelaunch of Blaze and the Monster Machines is already taking the consumer product market by storm and in 2016 both brands will continue e to dominate on-air with the launch of new episodes and nd also at retail with expansion across a number of consumer er product categories. NVCP has a fantastic offering for girls with th new pre-school property Shimmer and Shine, featuring twin genies and exciting storylines, igniting girls’ rls’ imaginations across the country. The show is filled with humour and magical adventures and with seasons asons two and three already greenlit, the unparalled confidence in the property ty will culminate in a new launch of consumer products in SS17 from Fisher-Price. rice. Moving away from pre-school – ignore the Olympics: the world willl be captivated by another group of fearless heroes in 2016. On 30 May, the Teenage Mutant Ninja Turtles sequel will hit Ignore the Olympics: the cinemas across the country as our mutant ninjas take on fan favourites Bebop and Rocksteady in world will be captivated by another family action packed adventure. With another group of fearless a considerable product range from Flair and marketing activities at all major retail heroes in 2016. On 30 May, accounts, the film promises to be a box the Teenage Mutant Ninja office and product smash hit. Turtles sequel will hit cinemas SpongeBob SquarePants is set to have a phenomenal year with new content across the country leading up to its 200th episode and a 360° marketing campaign ‘Laugh your Pants Off’.

”

January 2016

35 1

Character Licensing Feature

Party starts here AMSCAN 01908 288 500 www.amscan.co.uk

A super year lies ahead SCHLEICH 01279 870 000 www.schleich-s.co.uk Schleich’s venture into the world of character licensing continues into 2016 with brand new collections for DC Comics. The battle gets fiercer from January with new characters presented as single figures together with a selection of scenery packs. Batman v Superman will lead the way in the first half of the year, along with Wonder Woman, Aquaman and Cyborg. Following suit, July will see the superheroes meet more of their arch enemies as Batman vs Bane and Superman vs Lex Luthor Scenery Packs become available.

When it comes to licensed partyware and balloons, leading distributor Amscan knows a thing or two! Working closely with over 20 licensors from the likes of Disney, Universal, Nickelodeon, Hasbro, Mattel and Warner Brothers, Amscan offers inspiring products containing some of the hottest properties in the market. New licensed additions added to the collection for 2016 include Nickelodeon’s upcoming hot property Blaze and the Monster Machines. Angry Birds and Super Mario also join Amscan’s line-up. Flying into the range is a brand new Justice League range featuring DC’s most iconic heroes including Batman and Superman. Customers will be sure to embrace this amazing franchise and Amscan’s heroic array of tableware, decorations and balloons.

Prepare for liftoff PRETEND TO BEE 01159 847 838 www.pretendtobee.co.uk

“

The fantastically detailed Natural History Museum collection allows little ones to dress up as their favourite species

Renowned for its high-quality dress up ranges, Pretend to Bee took its ﬁrst foray into licensed costumes in 2015 and following their phenomenal success the company will continue to expand its licensed portfolio even further. The brilliant Thunderbirds are Go range has been one of the most bestselling lines with the Scott Tracy character costume proving popular with young fans. The authentic costume features an embroidered chest plate, satin printed detachable padded sash and incorporates a brilliant sound chip to recreate sounds from these iconic characters. In 2016, Pretend to Be will add iconic characters Virgil Tracy and Alan to the range. Both new costumes will be packed with accessories. Children are fascinated by dinosaurs, and the fantastically detailed Natural History Museum collection allows little ones to dress up as their favourite species. The Natural History Museum range of Dinosaur Onesies from Pretend to Bee includes a Triceratops, T-Rex and Stegosaurus and each is guaranteed to inspire costume envy. Each costume is made from high-quality plush fabric. Dress up like the super-cute Cloudbabies with the cuddly costume range based on the popular CBeebies programme. The collection features characters including Baba Pink with cute booties, Baba Blue with his hammer, Baba Yellow with booties or Baba Green which is accompanied by a watering can. The plush onesies are made from quality material with sturdy zips and fasteners to ensure the costumes are durable enough for lots of wear.

”

www.ltwmag.com

Official Licensed Product

artist. author. possibilitarian

Come and join us atâ&#x20AC;Ś

29th Januaryâ&#x20AC;&#x201C;2nd February Christmasworld, Frankfurt, Germany, Enesco France: Hall 9.1 Stand C78 Enesco Ltd: Hall 9.1 Stand C71

12thâ&#x20AC;&#x201C;16th February Ambiente, Frankfurt, Germany, Hall 9.1 Stand C71

)RIWGS 0MQMXIH ,IEH 3JÂ˝GI 'YWXSQIV 7IVZMGIW &VYRXLMPP 6SEH /MRKWXS[R 'EVPMWPI 'YQFVME '% )2 8IP *E\ IQEMP YOWEPIW$IRIWGS GS YO 3ZIVWIEW 'YWXSQIV 7IVZMGIW 8IP *E\ IQEMP IYVSWEPIW$IRIWGS GS YO

SUMMER HOUSE

7thâ&#x20AC;&#x201C;11th February International Spring Fair, NEC,Birmingham, Hall 4 www.santoro-london.com Gorjuss Collection.

ÂŠ2006, 2016

Santoro. SantoroÂŽ & Gorjussâ&#x201E;˘ are trademarks of Santoro.

Â&#x152; &SS ERH LMW PMOIRIWW EVI TVSTIVX] SJ &YHH] &SS -RG %PP 6MKLXW 6IWIVZIH Â&#x152; 4YWLIIR 4YWLIIRÂŽ +VYQT] 'EX ERH VIPEXIH %VX[SVO Â&#x152; ERH Â? +VYQT] 'EX 0MQMXIH [[[ +VYQT]'EXW GSQ 9WIH 9RHIV 0MGIRGI 7IWEQI ;SVOWLSTÂŽ 7IWEQI 7XVIIXÂŽ ERH EWWSGMEXIH GLEVEGXIVW XVEHIQEVOW ERH HIWMKR IPIQIRXW EVI S[RIH ERH PMGIRWIH F] 7IWEQI ;SVOWLST Â&#x152; 7IWEQI ;SVOWLST %PP 6MKLXW 6IWIVZIH Â&#x152; 4IERYXW ;SVPH[MHI Â&#x152; .MQ 7LSVI (IWMKRW -RG Â&#x152; (IWMKRW F] 0SPMXE Â&#x152;*; 'S 0MGIRWIH F] 7MPZIVKEXI 440 0XH TEVX SJ XLI 7MPZIVKEXI 1IHME KVSYT SJ GSQTERMIW Â&#x152; 'ST]VMKLX +92( )RIWGS 0XH Â&#x152; *; 'S 0MGIRWIH F] 7MPZIVKEXI 440 0XH TEVX SJ XLI 7MPZIVKEXI 1IHME KVSYT SJ GSQTERMIW :; 3JÂ˝GMEP 0MGIRWIH 4VSHYGX Â&#x152; )RIWGS 0XH Â&#x152; ()1(%'3 Â&#x152; )RIWGS 0XH )RIWGS VIWIVZIW XLI VMKLX XS VIXMVI SV GLERKI XLI WTIGMÂ˝GEXMSR SV GSPSYVEXMSR SJ ER] QSHIP EX ER] XMQI [MXLSYX TVMSV RSXMGI

PREVIEW

NUREMBERG TOY FAIR

Toy heaven Spielwarenmesse, or Nuremberg to most, is the world’s largest toy fair. Industry representatives from across the globe will descend on the German city for this must-attend trade fair. LTW takes a closer look

eady, set, go. The toy industry’s trade fair season is well and truly upon us with weary souls hot footing it straight from their new year celebrations to Hong Kong, then onto London before heading to the world’s largest toy fair in Nuremberg and then moving stateside for the North American Toy Fair. It goes without saying, the start of each new year is a hectic one but one thing is for sure - everyone makes sure they make time for Nuremberg. This year the show takes place from 26 to 30 January. Nuremberg’s scale can be overwhelming for a first time visitor but you are guaranteed that if a toy product is licensed – you’ll see it at this trade fair. As ever, the show is great place to get eyes and hands-on with the year’s new bounty of toys - and with 12 core product categories represented across the show grounds’ 170,000 sq m, whatever you’re after, chances are you’ll find it. More than 2,700 exhibitors take to the show floor with stands of all shapes and sizes, running the full spectrum from the world’s biggest toy brands to the freshest and most

Nuremberg in numbers: 2800 exhibitors from 60 countries Visitors from 120 countries 75,000 new products

agile start-ups - some of which will be making their debut this year.

It’s a big ‘un! This scale makes Nuremberg an attractive event for many of the toy industry’s biggest players, and is an event where Mattel likes to make an impact. “As Europe’s largest Toy Fair it is extremely important for us to exhibit at the event,” says Wendy Hill, Director Brand Activation at Mattel. “It is a key opportunity to make a statement and showcase the

“

As Europe’s largest Toy Fair it is extremely important for us to exhibit at the event

Wendy Hill, Mattel

”

Mattel portfolio. There is always such a buzz at Nuremberg and the atmosphere is great. It makes you proud to be part of the toy industry.” Visitors to the Mattel stand will be among the ﬁrst to see its latest innovations for the year ahead. “We have collaborated with Google to launch the new View-Master toy – a virtual reality experience for children. The product will be on the stand to test out,” Wendy reveals. “We will also be launching the ﬁrst ever action dolls at the event. The new Barbie Made to Move dolls feature 22 ‘joints’ mimicking realistic action.”

www.ltwmag.com

New blood Nuremberg is an incredibly important and successful show for the majority of exhibitors, and this means many return year after year. But it’s not just returning exhibitors; each year a new wave of exciting and creative toy companies make their Nuremberg debut, and this year West Design joins the ranks.

International Pavilion Gathering the brightest talent from nations around the world in one place, the International Pavilions are incredibly popular. More than a dozen nations - from as far aﬁeld as Australia, to India, China and even Britain - are represented in their own pavilion. It gives visitors and buyers the best conditions possible for targeting the product from individual markets, and for ﬁnding something special.

“We were awarded the European distribution of Creativity for Kids (CFK) at the beginning of 2015 and therefore feel that Nuremberg is the obvious place to showcase our comprehensive range of products. Unfortunately we were not organised enough to be there in 2015,” explains Jo Bray, Sales and Marketing Director, West Design. “Nuremberg Toy Fair is the toy fair to be seen at!” So what are West Design’s expectations? “High!” says Jo. “We have visited the show on a number of occasions and it has always been packed - both with people and great toys. We are very fortunate that we do not fall into just the one category. We manufacture, distribute and wholesale art, craft, toy and stationery products enabling lots of different retailers our products. It is not unusual for us to have three or more buyers from the one organisation looking after different products that we supply.”

Party people Nuremberg prides itself on

January 2016

bringing visitors not just toys, but products and learning opportunities across a wide variety of contiguous product categories, ensuring retailers and buyers have a real depth of product to choose from. Party supplies make up a good portion of this, and binging the party to Nuremberg each year is another show stalwart, Pioneer Europe. “We’ve been exhibiting at the Nuremberg Toy Fair for about 20 years now, and it’s an important part of our export sales marketing. This is where we meet all our European customers - distributors, retailers, event organisers, as well as make new contacts and open new markets,” explains Marketing

“

and Communications Manager, Anna Hickman. Renowned for its incredible stand decor, Anna says picking out the colours for the displays each year has become an annual tradition for the team. “Our favourite part of preparing for the exhibitions is choosing the colours,” she says. “We are very exciting about this year’s colour combination, it is going to be very on trend! Our stand is usually quite easy to find thanks to the amazing decor that is created by one of our designers from Belgium Luc Bertrand. “Nuremberg is the first event of the year where our customers get the opportunity to see all the new collections and place their orders to receive show discount,” Anna adds, but it’s not just products on display on the Pioneer stand. “We also have a product demonstration area at the stand, which usually gets very crowded.” With less than a month to go until Nuremberg Toy Fair 2016, now is the time to start triple checking flights and preparing to be amazed. You can begin planning your trip with a look at some of the top companies and the product they will be exhibiting at the show this year beginning on the next page.

This is where we meet all our European customers distributors, retailers, event organisers, as well as make new contacts and open new markets

Anna Hickman, Pioneer Europe

The gold standard Winners of Spielwarenmesse’s seall of excellence, the prestigious ToyAward, will be presented to products that stand out from the crowd. Representing the best in innovation, concept, creativity and play patten, winners will display their awards on stand. Keep your eyes peeled for the gold!

”

PREVIEW

NUREMBERG TOY FAIR

Lots of hits HTI 01253 778 888 www.htigroup.com

Hall 1 2 Stand .2 P09

New in Nuremberg from HTI for 2016 are exciting new brands and extensions to popular existing ranges. In 2016, HTI are set to launch Teletubbies roleplay and musical instrument toys. New roleplay lines include beautiful unique tooled design features in the First Kitchen, Tubby Toaster and Tea Sets with fun sounds and light effects. The new musical range comprises a guitar, xylophone and keyboard. As a leading manufacturer in the UK Dolls Prams and Pushchairs Market, HTI has secured the internationally renowned Chicco baby care brand and launch a targeted range of dolls prams and strollers for 2016. HTI’s toy designs are inspired by the contemporary models available in the real life Chicco nursery range. Having secured a selection of high profile Disney license brands for roleplay cases across several

international territories, HTI showcases new case designs featuring Avengers, Spider Man, Star Wars, Disney Princess Belle, Frozen (Elsa) and Minnie Mouse. There will also be a new case for Thomas the Tank Engine. A multi-territory license partnership with Hasbro for My Little Pony roleplay toys enables HTI to continue offering an exciting range and new designs such as the beautiful Teapot Palace. The TeaPot Palace comes with two cups and saucers and four Cutie Mark Biscuits that all pack away into the teapot. New to the character case offering for 2016 is the Fluttershy Pet Care Carry Case – uniquely designed to portray the popular pink-haired pony.

Brands of plenty HASBRO 020 8569 1234 www.hasbro.co.uk

Hall 1 2 Stand F10, H05

36 3 6

Hasbro is heading to Nuremberg Toy Fair this year with lots of incredible new products from some of its best-loved brands. From family board games, and creative play, to adrenaline-packed blaster action. In the Monopoly Empire game, players can own the world’s top brands. After choosing one of the uniquely branded tokens, players move around the board and start building their empires. The game is a race to the top as players buy their favourite brands one by one and ﬁll their towers. Players can own famous brands, including Nerf, Transformers, Levi’s and more. Opponents collect rent from their rivals, and the higher their tower, the more they can charge! New from Play-Doh comes the Play-Doh Town Firehouse and Play-Doh Cake Party. Create a colourful world full of uncanny adventures and unexpected imagination. In PlayDoh Town, kids make the rules with customisable ﬁgures, vehicles, and playsets, all powered by hands-on Play-Doh fun. With a new story to create each time, there’s no telling what kinds of surprising, creative, and silly things will happen next. To create and celebrate, it’s Play-Doh Cake Party time! Make the most outrageous pretend

cakes imaginable for any occasion. Shape some crazy cakes, cover them in make-believe frosting, and top them off with all kinds of topsyturvy toppings. For even more festive fun, this creative bakeshop comes with colourful confetti compound. When they’re ready, display and share the bakery masterpieces with friends. With the Nerf Modulus Recon MKII from Hasbro, kids can build their own blaster for each mission or battle! Customise the blaster with the stock and barrel extension to create four different versions of the blaster. Whether it’s a stealth operation, close quarters battle, or longrange targeting, the Recon MKII blaster can be conﬁgured for the next Nerf mission. Load the blaster with the six-dart clip and head into action. The Recon MKII blaster ﬁres darts up to 90 feet (27 meters). Expand the customising options with Nerf Modulus Upgrade Kits, which are sold separately. With the full Nerf Modulus system, over 1000 different combinations are possible!

www.ltwmag.com

PREVIEW

NUREMBERG TOY FAIR

Hall 1 Stan 2.2 d P15

Creative play at its best MATTEL +49 697 953 300 www.mattel.com Mattel’s powerful brand portfolio continues to go from strength to strength, as another exciting year lies ahead. Thomas & Friends builds on its busy 70th anniversary with an exciting new brand campaign based on themes of racing, teamwork and friendship. New spring launches in the popular toy lines include the Fisher-Price My First Rolling Melodies Thomas, the Take-n-Play Jungle Quest Set and the TrackMaster Close Calls Cliff playset as well as new engines based on characters from new content. Building on the successful launch of the new look Bob the Builder on Channel 5’s Milkshake! - 2016 sees the introduction of the second phase of enhanced new

content with a brand new season of 52 x 11 minute episodes. This will be followed by the highly anticipated launch of the new FisherPrice toy range bringing construction and teamwork to life for pre-schoolers through exciting vehicle play, action ﬁgures and roleplay toys. Zooming onto the scene in Q1 is the new Fisher-Price toy range based on the Nickelodeon series Blaze and the Monster Machines including hero item The Transforming Blaze Jet. This will be followed by the arrival of the Fisher-Price Go Jetters licensed range in the second half of the year. Fisher-Price’s Bing range saw phenomenal success at launch and

Hall 1 0. Stand 1 B6/C1 1

Playing their hand

Inspired by Disney·Pixar’s eagerly anticipated follow up to Finding Nemo, Cartamundi will be previewing a Finding Dory game box with waterproof cards. The two-in-one game box offers a Pairs & Donkey game and four puzzles, illustrated with the stars of the film, which can be played in the bath. Also to be released will be colourful new card decks for Snap, the UK’s best-known children’s card game. Carta Magic – the exciting Cartamundi range highlighting the popularity of card tricks will also welcome updated card decks. Shuffle Disney MONOPOLY and Shuffle Disney·Pixar’s Cars bring together Cartamundi’s card-making expertise with

42 36

this is set to continue with the expansion of playset and ﬁgures as well as the launch of roleplay items such as Bing’s Phone and Brenda the Blender Shape Sorter. Imaginext continues to put thrilling action into the hands of pre-schoolers with the new launches in the DC Super Friends range including the Batman and Superman Battle Armour Figures and Batwing vehicle in spring. The second part of the year will see the continuation of Mattel’s super collaboration with Warner Brothers with the launch of DC Super Hero Girls! Mattel, the Master Toy Licensee, will introduce three categories at launch to make a super statement at retail; action dolls, action ﬁgures and roleplay items.

CARTAMUNDI 01268 515 522 www.cartamundi.com some of Disney’s most famous characters, combining compelling card games based on incredibly popular brands with an optional free app adding a whole new dimension. There’s also a brand new Disney Princess game box, which includes six perfumed Princess cards for its delightful guessing game and a Disney·Pixar’s Cars game box, which includes four buildable cards so characters can be created for the racing game. Another eagerly awaited Disney release, Zootropolis, has inspired a two-game deck of cards. The Zootropolis card deck includes rules for both a Happy Families and an action game.

www.ltwmag.com

Itâ&#x20AC;&#x2122;s here!

TV Helping everyone sell EVEN more! For more details on how you could proďŹ le your company and products to 60,000+ viewers contact Ryan Horwood on 01442 289930 ryan@lemapublishing.co.uk

PREVIEW

LONDON TOY FAIR

y a l p ir

London Toy Fair 2016 takes place this month and is a must-attend for the UK’s licensing community

great returnee s the UK’s premiere toy rate once again fair – London provides a as well as a good host of opportunities for number of first time the licensing community. exhibitors that always bring a new You get to see final versions of dynamic to what we expect to be your licensed products come to life another busy and successful fair.” and are in the hands of, hopefully In the same way that Brand receptive, retailers, while agents, Licensing Europe is jam-packed with licensees and licensors are in one decision makers, so too is London spot and feedback is instant. Toy Fair. Given that toys make up a vast Visitors can absolutely expect a proportion of licensed product in packed 2016 show with shops up and down more than 250 exhibitors, the UK, attending For us, it is including 60 companies London is a must. about showing who will be visiting Toy This year London customers and Fair for the first time. Toy Fair runs from But more familiar names Sunday 24 to licensors what such as LEGO, Sakar, Tuesday 26 January we are about in and Kensington terms of product Chicco, Character Options, Flair, Amscan, Olympia once again execution and MV Sports, Spin plays host – and strength Master, Jazwares, although there is the in depth Underground Toys well-documented and many more, will issue of a clash Phil Ratcliffe be in situ too. with Nuremberg, MV Sports organisers have extended opening hours to ensure visitors and exhibitors get the max out of their working day. Why is London Toy Fair important to you as a buyer? Majen Immink, Head of Toy Fair “For me, London Toy Fair comprises of three of the most packed Operations and Sales picks up days of my year. I will see products from most of our suppliers the story: “The main change is in a really tight space of time. It’s a really good indicator to us the two day shift forward, so this because if I can’t remember the item, then it isn’t worth running! It year we have a Sunday to Tuesday represents the busiest three days of my calendar, and helps us with show, with press day falling on the the ever-important task of reviewing our position with our domestic Monday. Our timings have also suppliers. We can’t afford to miss it!” changed slightly. We open half an hour earlier at 8.30am on all three Brian Simpson, SMF ToyTown days and then we close half an hour later on Sunday and Monday “London Toy Fair will always be an important event in our calendar. at 6.30pm, and 4pm on Tuesday. You see so many current and potential suppliers under one roof, it This gives visitors the same makes the selection process easier, it saves you so much time and is number of hours as per usual but a great way to bring our industry together.” helps those who need to get away Andrea Gornall, Senior Buyer, Shop Direct earlier on the final day.” Majen adds: “We have had a

“

”

We asked retailers…

44 36

www.ltwmag.com

Team LTW will be on our sister magazine TnP’s stand E1, where TnP will be ﬁlming for TnP TV. We will also be producing the Toy Fair Dailies on site each day. Make sure to stop by and say hello

What: L o Where: ndon Toy Fair Olympia , Kensing to When: S n u Tuesday nday 24 – 26 Janu ary

January 2016

VTech is one of those companies who will be launching in excess of 100 new products – including a range that will see the company enter a brand new category for 2016. Sales Director Graham Canning sees London Toy Fair as a very important date in the trade fair diary. “It presents a great opportunity to show visitors what we have planned for the year ahead and maximise exposure to our new ranges to all our customers.” Likewise, Vivid will be out in force. “I’ve been hearing about a few companies that have had to choose between going to Nuremberg and London Toy Fair but for Vivid, despite the not inconsiderable challenges in logistics this year, we see London Toy fair as an exceptionally important date in

“

The main change is the two day shift forward, so this year we have a Sunday to Tuesday show, with press day falling on the Monday

Majen Immink, Head of Toy Fair Operations and Sales

”

our calendar,” reassures Marketing Director Mary Wood. Another conﬁrmed fan of London Toy Fair is MV Sports, with Sales & Marketing Director Phil Ratcliffe revealing that London is a highlight in the company’s diary. “It is the one and only time that we can show customers our range in its entirety. For us, it is about showing customers and licensors what we are about in terms of product execution and strength in depth. It isn’t an order taking show but essentially a rubberstamping of our product range and selections.” In terms of licensed product at the fair, retailers can expect to see a lot from Disney’s Zootropolis, Finding Dory, Jungle Book, Secret Life of Pets and we’re expecting Star Wars to still make an impact. The Lion Guard is another TV series which seems to be gaining momentum, while the Nickelodeon stable will be front and centre with Paw Patrol and Teenage Mutant Ninja Turtles and BBC and ITV will always make an impact too. 37 45

PREVIEW

LONDON TOY FAIR

n i e n Tu

Stand : F100

SAKAR INTERNATIONAL 02476 518 500 www.sakar.com

Sakar International is introducing an exciting line of Shopkins toys for girls, including plush headphones, night-action walkie talkies, flashlights, microphone stands and selfie accessories all featuring your favourite characters such as Strawberry Kiss, Apple Blossom, Kooky Cookie and more! There’s no other way to listen to music but in style. Sakar International’s new plush headphones make listening to music even more fun. These high-quality Shopkins headphones are kid-safe with a built-in volume limiter providing clear acoustic performance, and are compatible with all portable devices, including mp3s, smart phones and tablets. Never be out of the loop! Cheeky Shopkins lovers will love talking to their friends using these appealing walkie-talkies. A built-in flashlight lets them see in the dark or send light signals across the garden. Featuring their favourite Shopkins characters, they’re sure to inspire hours of play. Sing along to your favourite songs with Sakar International’s line of Shopkins microphone stands! Bring the excitement of live performance to your living room. With an additional built-in mp3 output let kids plug in their mp3 player or smartphone and sing along to their own tunes. Treat your selfie with Sakar International’s new line up of Shopkins moulded selfie sticks, photo props and selfie accessory kits. Bring these photo props to any party and have a blast taking 46 36

fun photos. Snap your smart phone in the holder, pose with your friends, and snap a great #selfie picture! Sakar International will be introducing an expansive line of youth electronics based on DreamWorks Animations’ 2016 release, Trolls. The new lineup is to include headphones, karaoke’s and walkie-talkies designed specifically for kids! Chill out to your favorite tunes with these adorable headphones. The new line of kid-safe headphones allows kids to safely listen to and enjoy music anywhere and everywhere. With kid safety in mind, these headphones feature a built-in volume limiter providing There’s no other clear acoustic way to listen performance. to music but The ear-cups are lightweight and in style. Sakar feature padded International’s comfort with new plush an adjustable headphones headband make listening to (complete with music even more troll hair!) for a universal fit. fun. These highThese headphones quality Shopkins are compatible headphones are with all portable kid-safe with a devices, including built-in volume mp3 players and limiter providing smart phones. Rock out with clear acoustic music from Trolls, performance or to your own

”

tunes with Sakar International’s new line of karaoke sets, bound to bring life to any party! Featuring docking stations, a monitor to display song lyrics, a hand-held microphone, ﬂashing lights and vocal effects, Sakar International offers a wide assortment. Join Princess Poppy and Branch’s adventure quest to go far beyond the only world they have ever known. Sakar International’s walkietalkies let kids keep in touch with friends to share secrets or plan play dates. Featuring a push-to-talk button and ﬂexible safety antenna that allow for clear sound quality!

www.ltwmag.com w ww

Come for the party

Stand: B75

AMSCAN 01908 288 500 www.amscan.co.uk

After a successful year debuting at the London Toy Fair last year, Amscan are returning for 2016 to showcase their extensive range of licensed and unlicensed foil balloons and fancy dress costumes to the toy industry. Amscan's ‘One-Stop-Party Shop’ solution aims to bring total convenience to retailers so they can source everything they require for parties and celebrations of any occasion in one place. Amscan has an impressive portfolio of over 70 licensed properties of which there will be a variety of licensed foil balloon ranges on display at the show. Look out for exciting new

“

Not to be missed is Amscan’s out of this world collection of Star Wars foil balloons including classic characters from the likes of Darth Vader and Yoda, to new Star Wars: the Force Awakens designs from the highly anticipated new movie

”

additions to Amscan’s offering including popular characters: Super Mario, Nickelodeon’s upcoming hot new property Blaze and the Monster Machines, Justice League, Ever After High, Paw Patrol and many others. Also not to be missed is Amscan’s out of this world collection of Star Wars foil balloons including classic characters from the likes of Darth Vader and Yoda, to new Star Wars: the Force Awakens designs from the highly anticipated new movie.

It’s good to be odd Golden Bear 01952 608 308 www.goldenbeartoys.co.uk Golden Bear is heading into 2016 with exciting new additions to its Twirlywoos collection, inspired by the popular TV programme created by children’s TV legend Anne Wood and leading the year’s toy range. The hilarious Run-Along Fun Sounds Twirlywoos mimick their iconic run sequence from the unique TV show, and the adorable Run-Along Twirlywoos will be available in all four characters; Great BigHoo, Toodloo, Chickedy and Chick. The line will launch in January and will be supported with an extensive campaign across TV and digital platforms as well as

January 2016

Stan d: E69 PR activity. The company’s In the Night Garden range will continue to expand with some fantastic new products including the Explore & Learn Musical Pinky Ponk. Meanwhile, Oddbods is a collection of humorous 3D animated sketches which hit our screens on CiTV in November 2015 with new seven minute episodes airing on Boomerang in February 2016. Consisting of plush, collectable ﬁgures, vehicles and playsets, the toy range will launch summer 2016. The Golden Bear stand will feature all key licensed products including other ﬁrm favourites.

47 37

s e t i r u o v a f TV e their k a m k r a m PREVIEW

LONDON TOY FAIR

Stand : E119

CHARACTER OPTIONS 01616 339 800 www.character-online.com successful Holiday range will also continue with a cute addition of a Holiday Big Wheel, plus a beautiful Princess collection will sparkle for AW16. At the heart of the World of Teletubbies collection is plush with 6” Supersoft Collectables and a signature plush line of 8” Talking Soft Toys are both available as all four Teletubbies.

Characters Options’ 2016 brand portfolio has a comprehensive pre-school line up, particularly with the addition of Teletubbies. As the number one pre-school license, Character’s Peppa Pig collection is to enter 2016 with a classic range of ﬁgures, vehicles and playsets that reﬂect the most popular themes within the show. Grandad Dog’s Pull-Along Boat, Miss Rabbit’s Train, plus many more playsets will all be featured. The highly

The Talking Soft Toys each have their own sayings and phrases. Feature plush is also high on the agenda with Tickle & Giggle Po and Laa-Laa, a very lively Jumping Po, plus a Lullaby Laa-Laa night-light toy. For playsets and accessories the Superdome Playset is modelled on the Home Dome where the Teletubbies live. The feature-ﬁlled playset has a working lift, light and sound phone, pop up Tubby Toaster, moving Noo Noo and spinning seats, as well as loads of fun sound effects and music.

Turtle-tastic! FLAIR 020 8643 0320 www.ﬂairplc.co.uk

Stand: E39

There’s plenty to see from GP Flair at Toy Fair with award-winning ranges and favourite licenses being added to brand new collections for girls, boys, pre-school and creative play. Shopkins, the phenomenal girls’ collectable that is now a full cross-category property, will move from Series 3 to Series 4, bringing even more cool and colourful shopping inspired characters to collect. Garden and party-time themes can be discovered, plus the Shopkins Pet Shop aisle will introduce new Petkins collectables. Aiming to retain the top spot in the action 36

figure market, Flair will continue to grow its Teenage Mutant Ninja Turtles collection with new waves of exciting action figures from the animation series. From spring, fans can swell their ranks of Ninjas with new waves of figures including notable friends and foes from the series such as Lord Dregg, Fugitoid and Mozar. The HalfShell Heroes range roars into action with the addition of a Turtles and Dino theme for younger fans. The hero of the range will be the T-Rex and Donnie playset that includes an exclusive Donnie figure.

www.ltwmag.com

PREVIEW

h s o p o o t t o N h s u l p for LONDON TOY FAIR

Stand: D89

POSH PAWS 01268 567 317 www.poshpawsinternational.co.uk

Posh Paws range continues to expand at a fast pace and during the upcoming fair season the company will showcase some of the hottest kids’ plush, backpacks and accessories. Disney launches its new offering Zootropolis in 2016; and as UK Disney Plush licensee, Posh Paws plush showcases key characters all made from super-soft fabric with key details, the range will vary in size from 18cm to 50cm. Finding Dory, the long-awaited sequel to record breaking Finding Nemo is out this summer. At the upcoming fairs Posh Paws will reveal its whole cast of Finding Dory plush characters that will be available ahead of the movie diving into cinemas on 29 July 2016. Posh Paws will bring back all of the Jungle Book’s favourite characters from Disney’s 1967 original animated feature as Disney gears up for its re-release. The plush collection from Posh Paws will include Baloo, King Louie, Bagheera, Kaa and Sheere Khan. Blockbuster animation studio Illumination

Entertainment’s The Secret Life of Pets is a comedy adventure that follows the lives of various animals living in a Manhattan apartment building. Posh Paws has created a range of back to school bags and novelty plush bags that features key characters from the ﬁlm. The Minions had a phenomenal year at retail in 2015 and Posh Paws have been working on a brand new range of innovative backpacks that includes creative lenticular designs and bags with sound. In 2016 the Star Wars saga will continue and Posh Paws expects the appetite for merchandise to continue well into the new year and the Posh Paws Star Wars plush range includes classic characters. Posh Paws introduces two new plush brands for the pre-school market Lion Guard and Miles from Tomorrow. Lion Guard is brand new to Disney Junior in 2016 and follows Simba’s son Kion and his team of new characters. Posh Paws will have a full range of plush characters from the new TV show. The successful galactic pre-school show Miles from Tomorrow has had proven success at retail and on TV in 2015. Ahead of series 2 launch in spring 2016, Posh Paws will be bringing to market a range of different sized plush from 18cm to 50cm.

Celebrity MakoVer MV SPORTS Sta nd: 01217 488 000 www.mvsports.co.uk

B30

MV Sports will be showcasing no less than eight new licenses, plus refreshes to another seven properties and two new brand launches at London Toy Fair. Their two flagship pre-school brands Thomas & Friends and Peppa Pig are getting a makeover for 2016 to ensure that the product ranges stay fresh while Disney Princess is also strengthened with several exciting new product launches. Joining them in the pre-school arena is the return of classic kids favourites; Bob the Builder, Noddy and Teletubbies. Spearheading the new Teletubbies range is the brand new Po scooter based on the one used by Po in the show. Accompanying these exciting properties will also be an all new range of bikes, rideons and inflatables based on the fastest growing pre-school property of 2015 – Paw Patrol. The irrepressible ‘hero next door’ Fireman Sam completes the line-up of essential action packed ranges for pre-school boys. MV Sports’ new licensed portfolio for 2016 gets even better with the launch of Finding Dory wheeled toys and inflatables. All this and plenty more at London Toy Fair, so make sure to pop by MV’s stand.

The watery world of Dory, Nemo and friends is the perfect license for pools, water slides and sprinklers

www.ltwmag.com

e m o s Finding fun Paw at the fair

SAMBRO INTERNATIONAL LTD 0845 873 9380 www.sambro.co.uk

Spin Master

Stand:

01628 535 000 www.spinmastertoys.co.uk

Gallery 400

Sambro returns to London Toy Fair with their biggest stand yet and with it their largest product selection to date. As well as a raft of new licensed ranges, the company will also launch a wide selection of lines to be TV advertised in 2016. Sambro will launch the brand new Tsum Tsum collection of arts & crafts products, including the Colour Your Own Bag Set, Paint Your Own Figures and 3D Tsum Tsum Character Erasers. Cool character based games will also be available including the Pyramid Challenge Game and the Tsum Tsum Stack it High game. Frozen continues to be one of Sambro’s most-popular licenses and line extensions continue to feature even more innovative characterinspired products across lots of categories. The Frozen Mould Your Own Light Up Creation Dressing Table and Frozen Colouring Wheels are just two of the new products added for 2016. The ever-popular Minions range will now feature a Canvas Painting Set and a 3D Minions Puzzle Eraser 10 pack. Pokemon returns in 2016 and Sambro will introduce a wide selection of products designed to attract a legion of new fans. 2016 will all be about Finding Dory and Sambro has a collection dedicated to one of Disney Pixar’s most popular characters. Paw Patrol continues to be a favourite with pre-schoolers and the 2016 range will include a selection of plush character bags.

The Star Wars Episode 7 collection comprises unique products for fans of all ages. The extensive pocket money and novelty range includes Glow Sticks, Disc Shooters, Light up Yo Yos and more. An arts & crafts collection comprises items such as the Crazy Cords Kit, Tattoo Sticker Set and a Shaped Art Case. The cool Star Wars bag collection is also not to be missed. Boys will also love the brand new Batman V Superman range as well as Spiderman, Captain America and the awesome Avengers products.

January J anu 2016

Stand: E131

Paw Patrol started and ended 2015 on a roll as the Top New Toy Property (NPD EPoS YTD November 2015). Paw Patrol was the number one contributor to Nick Jr. in October with 37 per cent of the channel’s ratings, and over 8.1 million viewers have tuned into Paw Patrol across the Nick Jr. channels since launch. With season 2 episodes now airing on Milkshake Monday to Friday and season 3 already in production to go on air in 2016, the success story of Ryder and his pups is looking forward to another bumper year. The new season will feature new locations, themes and characters that will be reflected in the product mix throughout 2016 which is being TV advertised from spring onwards. A (sand) storm of sales has seen Kinetic Sand blasting ahead of predictions. The core Kinetic Sand range will be developed further with new and exciting playsets such as Ice Cream Treats, the popular Sandbox Set expanding to three colour choices, and a new Paw Patrol Playset featuring three colours of sand and pup moulds. Air Hogs will be introducing the unique but easy-to-fly Hoverblade 360 for spring 2016. This remote controlled boomerang is made from high-density foam with a slider controller making it simple to operate. Press the throttle then watch it spin and soar, fly back to you like a boomerang - do tricks and stunts indoors and outdoors! Hoverblade 360 will also be TV advertised once released. March sees the release of the film Batman v Superman: Dawn of Justice and as the perfect partner for Spy Gear, a range of four Batman themed Spy Gear products is being introduced in 2016. There will be three low priced Micro Bat Gear items focusing on detection, distraction and illumination that can be attached to the Utility Belt, which comes with a Sensor Alarm. The Batman Night Scope gives 3x zoom and has a pop up night light which illuminates in the shape of the Batman logo whilst the Batman Night Vision Goggles are shaped in the iconic Batman logo so that kids can truly encounter the ultimate Batman experience. Two huge entertainment licenses for Spin Master in 2016 are The Secret Life of Pets and Angry Birds. The Secret Life of Pets from the home of Universal is produced by Illumination Studios, the brains behind Despicable Me and Minions. Angry Birds from Rovio is a proven winner with kids globally. Both ranges will feature plush, collectables and playsets on sale in time to support the films’ launches late spring.

37 51

Special Feature

Get up, stand up Stand up for your rights – that’s the advice for licensees from Andrew Gallagher who runs Full Colour Black, specialising in greetings cards and products using licensed artwork and images including a recentlydiscovered stash of Bob Marley photos

Andrew Gallagher

“

Considering his sad demise was 34 years ago, fresh, iconic photographs of the man himself are a rarity

“

fter turning down a reasonably lucrative worldwide buyout deal from the Marley Estate, with advice from leading UK IP lawyer Aaron Wood, of Wood IP, I’ve considerably sharpened my already none-too-shabby knowledge about image licensing across the past few months. Last year Full Colour Black signed a valuable collection of images – a folder of 72 highly commercial photo-negatives featuring reggae icons Bob Marley And The Wailers that had never been seen before, let alone used commercially. With Bob Marley listed as third on the Forbes list of the highestearning deceased celebrities and his estate having an estimated net worth of around US

$130million (£88.5m), it’s clear that his image rights are an extremely lucrative commodity. To me, having 72 full-length photos, all of which are full of emotion, power and gesture is better than ﬁnding gold! As a global icon, Marley is undisputed. With over 74m Facebook fans, and more than 1.3m Twitter followers he has the second-highest social media following of any dead celebrity. Bob Marley global licensing deals cover the entire spectrum of products ranging from apparel through to coffee, headphones and even a Ben & Jerry’s ice cream! He’s also about to become the face of a global marijuana brand with the design duties being undertaken by the same team who brought us Starbucks.

Under the name Marley Natural, the reggae icon’s estate paired with the private equity ﬁrm Privateer Holdings to become the face of legal marijuana and its associated products. Legal marijuana sales hit $2.5billion (£1.7bn) in this year alone and it is being looked upon as the major new ‘prohibition’ type industry with venture capitalists throughout Silicon Valley scrambling to invest. It’s been estimated that within three years the legal marijuana industry will be worth $18bn (£12.2bn) so it is estimated this will make Bob Marley ﬁnally the world’s highest-earning dead celebrity. Considering his sad demise was nearly 35 years ago, fresh, iconic photographs of the man himself

www.ltwmag.com

are a rarity so owning the rights to an extremely commercial collection has immense value. It’s a common misconception that images of Marley and other celebrities are untouchable and this is mainly due to clever phrasing by celebrities’ IP lawyers when they bang their PR drum. The recent case where pop star Rihanna prevented Topshop selling T-shirts displaying her picture is a perfect example. The court actually ruled that the fashion retailers’ unauthorised use of the singer’s photograph amounted to “passing off” – illegally exploiting an unregistered trademark. Rihanna and two of her corporate licensing companies launched the legal action against Topshop alleging that the use of her image for fashion clothing was that people buying the T-shirt would think she had endorsed it. But three judges – Lords Justices Richards, Kitchin and Underhill – stated that there was no English law directly allowing anyone to restrain reproduction of their name or image. Their judgment clarified the circumstances in which commercial advantage can be derived from exploiting celebrity photographs. Lord Justice Kitchin said, “a celebrity seeking to control the use of his or her image must therefore rely upon some other cause of action such as breach of contract, breach of confidence, infringement of copyright or, as in this case, passing off.” While some celebrities might have thought that the case opened the floodgates, legal experts from this field, including my legal advisor Aaron Wood, have been very clear that Rihanna’s case was specific on the facts, since she had a reputation for fashion and the content of the images themselves tended towards the finding of “passing off.” There needs to be an implied endorsement of the product for a celebrity’s case to succeed. Without that, there is no protection of image. I want to make it clear to wary potential licensees that there is good business to be done with celebrity pictures. In English law there is no such thing as “image rights” and in Germany, 10 years after someone’s death, an individual’s picture or other individual characteristics of a person can be used in advertising without the permission of the legal heirs. This also applies to the additional territories of Poland, Argentina, Australia and many more countries besides. Providing it is made clear that the product is not an endorsement and that no trademarks are used, any retailer

January 2016

can comfortably manufacture and sell products bearing a celebrity image. Even in the USA, the laws on rights of publicity vary widely but there are many states where trading is allowed. In New York for example, the right doesn’t pass on to inheritors whereas in California, inheritors can retain control for up to 70 years. I would have liked to agree a mutuallybeneﬁcial deal with the Marley Estate, not only are these photos family memories, but they are also an immense source of income for their business empire which is getting larger year on year. But my ﬁrst loyalty is to my client, the

photographer who took the pictures, and if we can get a better return for him and his family by working with individual licensees then that is what I shall do. The rights to these images are something that he can leave to his grandchildren too – the downside is that that once I agree a calendar deal, the Jack will truly be out of the box and our photos will not have the ‘never been seen before’ tag which the ofﬁcial licensees would have loved to have had. At Full Colour Black we’re now talking to major retailers and licensees for all manner of projects throughout Germany, Poland, the UK and New York. Contact Full Colour Black on 020 7617 7161, email andrew@fullcolourblack.com15 or visit www.fullcolourblack.com

Five minutes with… We all know who we are going to be calling in 2016. And Sony certainly do! As the company ramp up preparations for the release of the new look Ghostbusters, Mark Caplan, Senior Vice President, Global Consumer Products with Sony Pictures Consumer Products, talks to LTW about the company’s exciting licensing plans for the film and other properties Tell us about Sony Pictures Consumer Products’ past year, how was the company’s performance? And what was your best-performing CP programme of 2015? Last year was an exciting one at Sony Pictures. We successfully released the second installment of Hotel Transylvania, which broke records in almost every single market when compared to the first film. That success was amplified with the release of Goosebumps this last October, based on RL Stine’s successful book franchise and in partnership with Scholastic. Finally, we laid solid foundations supporting the release of Ghostbusters in July of 2016.

We are all pretty excited about the upcoming release of Ghostbusters – talk us through your plans for that? We are beyond excited with this property. We have secured a roster of

Did you know… Sony Pictures CP have over 90 global partners for classic Ghostbusters and 40 new partners for the ﬁlm

impressive partnerships across all major licensing categories: toys, apparel, back to school, video games, mobile, publishing, seasonal and collectibles. Support is also consistent across key regions around the globe with the US, UK, Germany, Spain, Mexico, Brazil, and Australia taking the biggest lead. We are also working to have a balanced portfolio of products across mass (focused on families), mid-tier (focused on apparel and soft lines) and specialty (focused on e-commerce and also more sophisticated alternatives for our fandom... which has consistently supported this property for the last 30 years).

In terms of licensees, is the programme complete at this stage? I would say we are 90% complete. We are now working on specific retail activity and complementing programmes as needed based on a specific opportunity or retailer appetite. We have over 90 global partners for the classic line and close to 40 new partners for the new film.

What other upcoming opportunities do Sony Pictures Consumer Products have in store for the licensing community? In 2016 in addition to Ghostbusters, we will also be working on the sixth installment of the evergreen Underworld series by offering a selective licensing program for specialty/novelty channels. A new fully CGI animated Smurfs is set to release in the spring of 2017, followed by the very popular new Emoji’s movie for the summer. Finally, we are also working on revitalising our classic portfolio, featuring

titles like the Fifth Element, Easy Rider, Talladega Nights and others (rights vary by territory).

Can you tell us how you approach working with licensees – what attracts Sony to collaborating with a new partner? We look for partners that have passion for our properties and understand the consumer base. Our biggest priority is always to deliver programs that feel organic and natural progressions to what our fans are looking for. We also look for partners that are the experts in their category and can deliver value and innovation into the product line. Finally, we look for strong retail relationships as the days of a linear direction in the licensing world are gone. Nowadays, partners and retailers want to be involved in the decision making even before they are ready to sign on new properties or expand reach.

In terms of properties, what is Sony’s priority for the next number of years? As a group, not only we are being tasked with generating revenue but also developing long term franchises. With that, our licensed strategy needs to include products that meet the needs of today’s consumers and also offer content-rich opportunities outside of the movie years (such as interactive and publishing and other media forms like TV series). Ghostbusters, Smurfs and Hotel Transylvania afford us such opportunities, and those are deﬁnitely very important for our group. In addition, we are working on a couple of new projects that have franchise potential and can offer us new opportunities in the animated world. We hope to announce those details really soon!

FOR LICENSING INQUIRIES PLEASE CONTACT:

GLOBAL

Claus TĂ¸mming Managing Partner ct@ink-brands.com

Annalisa Woods Commercial Director aw@ink-brands.com

Bruno Zarka Media Director bz@ink-brands.com

A January 2016

the team Director Mark Naish Mark@lemapublishing.co.uk

s a mum to three small boys, I can say with absolutely no artiﬁce, I love watching Nickelodeon shows — Nicktoons, Nick Jr. or just a sneaky peak at the Nickelodeon website to play a few games. In fact, just one look at our recorded library or our series link points towards a lot of talk of bo staffs and sewerliving, who would win in a ﬁght between Master Splinter and Master Shredder, why is Marshall so clumsy, discussions about how hairy Gasquatch is and where is Lily’s mum? So, it is with utter delight that the LTW team bring you this special magazine in partnership with the fabulous guys at Nickelodeon HQ. They, like their licensing and retail partners, are passionate about delivering quality fun and educational entertainment to kids globally, and have a raft of superb shows to engage with children from every background, country, ability and humour. Let’s face it, even us big kids can’t resist a guffaw while watching a bit of SpongeBob, can we? Get to know more about some of the world’s biggest licences and some new, hot and truly innovative ones about to come your way.

Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Page 8 Super store — Ruth Crowley, the EVP International Business Development Brand and Marketing, Entertainment

Editor Mairead Wilmot mairead@lemapublishing.co.uk

Writer

Page 4 Kids rule — Tina McCann, Nickelodeon MD chats about the channel’s priorities and key achievement

p62

Rhys Thomas rhys@lemapublishing.co.uk

Retail Enterprise tells us about the Nickelodeon store success Page 12 PAW Patrol is on a roll — We take a good look at the world’s favourite pups Page 16 Ahead of the pack — Phil Hooper, Spin Master’s Marketing Director, gives us the lowdown on the much-loved hounds Page 20 Match made in heaven — Nikki Samuels, Licensing Director of SAMBRO, chats about his superb partnership with Nickelodeon

Group Advertising Manager Ryan Horwood ryan@lemapublishing.co.uk

Page 23 Band of brothers — we take a close look at New York’s ﬁnest, the Teenage Mutant Ninja Turtles Page 26 Shell binding action — LTW catches up with Simon Hedge and Nic Aldridge of Flair GP to talk Turtles Page 28 Partners in Play — Mattel’s Wendy Hill reveals all about the special relationship with Nickelodeon

Media Solutions Manager Bradley Mason bradley@lemapublishing.co.uk

Page 32 No problem-o it’s SpongeBob! — We get up close and personal with the inhabitants of Bikini Bottom Page 34 Blaze of Glory —Nick Jr.’s top new pre-school property Blaze and the Monster Machines has kids everywhere racing for

Production Director Paul Naish paul@lemapublishing.co.uk

product Page 36 Adventure of a lifetime — Dora And Friends is under our spotlight Page 38 Genie-us in a bottle — Meet Shimmer & Shine, the magical twins

Lema Publishing Ltd 1 Churchgates, The Wilderness, Berkhamsted, Herts HP4 2UB

Telephone: +44 (0) 1442 289930

www.ltwmag.com The views of the contributors expressed in this journal are not necessarily those of the publisher.

Page 40 Let’s shout Wissper — Nickelodeon’s newest launch is about a little girl who loves talking to the animals Page 41 Digby is on ﬁre — Digby Dragon is about to set our screens alight Page 42 Catch Lily’s Drift — TV’s sweetest little girl is about to make a real splash in Consumer Products Page 44 Meet the team — Get to know who’s who at Nickelodeon UK

eht rof raewegnuoL dna sega lla tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnihtolc lla revoc eW .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh ruO .syot dna stfig ,seitlevon ,esidnahcrem demeht-nodnoL evisulcxe yrrac eW

TINA McCANN

Kids Rule! Tina McCann the Liverpool FC-loving MD of Nickelodeon gives LTW the lowdown on the passion and drive everyone at Nickelodeon has to create super TV and work with partners to help bring the magic home with their products. Tina is standing down from her role later this year, but here she explains just what rocks her world, which in turn rocks the world of millions of kids around the globe Nickelodeon is at the centre of so many kids’ lives — and parents’ too — but creating the vibrant shows, chock-full of educational elements and the purely laugh-out loud funny moments that help make the highlights of a child’s life isn’t easy. Nobody knows this better than Tina McCann, the MD of Nickelodeon and her amazingly innovative and passionate team in the orange towers of the channel’s HQ. Tina views the quality TV for young people that Nickelodeon produces like a vocation. She says: “Our mission at Nickelodeon is to be the best kids’ entertainment brand in the UK. We listen and connect with our audience and provide

Which commissions are you really proud of? I’m delighted that we’ve been able to partner with some of the world-famous UK and Irish preschool talent with award-winning shows Lily’s Driftwood Bay (Sixteen South) and Pufﬁn Rock (Dog Ears) and the gorgeous Digby Dragon (Blue Zoo) which will premiere next year. A mention also for the charming show, The Day Henry Met (Wiggleywoo) which has already been a huge hit for Nick Jr. Australia and will launch in the UK early next year.

Our mission at Nickelodeon is to be the best kids’ entertainment brand in the UK. We listen and connect with our audience

authentic experiences, producing the best content for kids of all ages — taking them from nappies right through to skinny jeans. For preschool kids we aim to engage with entertaining shows that respect the developmental stage of our audience with parental buy-in too. For older kids, we want to offer a space where kids can relax, hang out and feel understood and appreciated. Our mantra is “Kids Rule!” Giving kids what they want isn’t as easy as it sounds — after all, is there a group of people more ﬁckle and capricious than kids? Tina knows getting close to the kids means time and investment — both ﬁnancial and effort. “Research is at the heart of what we do and we know from our focus groups that kids, regardless of age or background, love to laugh, so humour runs throughout our programming, our promotions and events. From snorting along to Peppa Pig to laughing at the escapades of SpongeBob, making kids laugh is key for Nickelodeon.” The entertainment world has changed so much and for broadcasters to stay not only in step, but ahead of this evolution cannot be easy. Tina has made this holistic approach part of her strategy: “I’ve brought all pillars of the business closer together so we plan in a truly 360 manner. We have regular planning sessions across all departments so the whole business understands our key priorities and

www.ltwmag.com

c eW .stluda rof strihs-t ypmitS & neR ot seiseno ac eW .spuc dna sgum ,stes rennid loohcs-erp

boBegnopS dna seltruT tnafni morf puorg ega yreve rof retac ew lerappa roF ,steknalb ,snoihsuc edulcni seirogetac dlohesuoH .ralupop yllaer si ylimaf elohw

We want to offer a space where kids can relax, hang out and feel understood. Our mantra is ‘Kids rule!’

how our properties will roll out across multi-platforms i.e. e. TV, nonlinear, digital, consumer products and so on”. This is clearly a winning ng plan — and having superb programmes rammes and properties to align this strategy to makes things easier, and also draws the audiences closer to the channel and the property too. Tina feels very proud of some of the stand-out properties that have really made a cultural impact on kids. “Teenage Mutant Ninja Turtles has been our biggest success since we bought the IP in 2012. It was important to be respectful to a classic property with die-hard fans but at the same time make it relevant to a new

JANUARY 2016

audience Not always an easy audience.” task with such a well-known and much-loved much-lov brand. Tina says: “The Nickelodeon update has Nic been well w received by critics, fans and new viewers with a products for all ages from prod infants to adults.” infa But B the success isn’t isn just limited to a heritage brand, there he is new band of heroes on o the Nick screens. “Most recently PAW “ Patrol has proved to be an instant hit in the UK — who doesn’t love puppies in vehicles?” Tina is absolutely right

— it is one of the fastest growing kids’ brand in the world. Alongside great programming, you need top-notch product and Tina knows her team work hard at achieving excellent results. “In both cases the Nickelodeon consumer products team have worked closely with licence partners on product development and with retailers on innovative ways of promoting product such as the ‘Everyone’s a Winner’ campaign with Argos.” Beyond making great TV and consumer products, the company has explored a great many brand extensions and new partnerships in hitherto uncharted territory, under Tina’s leadership. “In 2015, we opened the ﬁrst ﬂagship Nickelodeon Store in Leicester Square and announced the opening in Dubai of what will be the twelfth Nickelodeon Store. We have a thriving ongoing partnership with Blackpool Pleasure Beach where we launched Nickelodeon Land in 2011. In addition to the expansion

si ylimaf elohw eht rof raewegnuoL dna sega lla tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnih .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh ruO .syot dna stfig ,seitlevon ,esidnahcrem de

TINA McCANN

of real-life touchpoints for Nickelodeon, the past few years have seen us take leaps in the digital space with the launch of the Nick App, now Nick Play, and the expansion of our channel websites. In terms of programming and IP, we are working closely with Milkshake to discover the best pre-school content. We are also looking to develop our events business.” While for many, that all

I like to think my passion has encouraged the team to take creative risks and come up with innovative solutions.

soundss like more than han enough h to be getting ting on with, Tina ina and the Nickelodeon ckelodeon team have no interestt in resting g on these already impressive sive laurels.. Tina details some of the plans for us all to keep eep our eyes open for. or. “On air, we’ve got series ries four of Turtles and later ter in the year we’ll have the he 200th episode of SpongeBob. ngeBob. We’ll also have new ew episodes of our live-action tion hits such as Bella & the Bulldogs and Make it Pop. For our pre-school audience we have new episodes of Paw Patrol as well as special longer-length episodes of Blaze and the Monster Machines. New preschool show Shimmer and Shine launched in November and will be supported across the year as we look to launch consumer products in autumn/winter 2016.” All that exciting new content and product for us all to look forward to is just

the tip of the th iceberg. “What I’m really excited for though is the new UK content that th we’re launching” says launchi Tina. “We have “ Digby Dragon, a beautiful beau preschool prescho series made m with Blue Zoo, which is launching in lau the spring and the a hilarious Tinkershrimp Tin and Dutch which has been rolling out on o our Nickelodeon and Nicktoons websites and Nick Play. I’m also delighted that tha we are branching out o into sports with the launch of Nick Kicks next month, a magazine show covering the Football League as only Nick can.

And as Tina prepares to step down from her role as MD of this bastion of kids’ entertainment, LTW asks her to reﬂect on her legacy at the channel and what she feels proud of. “I’d like to think that my passion for the brands and content has led to renewed energy and focus, encouraging the team to take creative risks and come up with innovative solutions”. Laughing, Tina concludes there is an area in which her enthusiasm hasn’t had much of an impact: “much as I’ve tried, I haven’t been able to convert everyone to my passion for Liverpool FC.” Oh, well no bad thing, Tina!

www.ltwmag.com

Retail Interview

Super store! LTW meets Ruth Crowley, EVP of International Business Development, Brand and Marketing, for Entertainment Retail Enterprises — the company responsible for bringing the Nickelodeon magic to consumers in the heart of London, and other retail locations across the globe. Opening up a retail arm is a smart and natural progression for any licensing operation. When and where did it start? Entertainment Retail Enterprises have extensive experience in retail and are happy to work with Nickelodeon to bring the characters and properties to life in a retail We want to setting. Together we were very create unique, strategic and thoughtful in our approach to the extension of our exclusive, Retail Platform. We spent many quality months in design, planning and product, across testing. For fans and followers, the retail stores provide a unique categories to destination where they can appeal to our experience the properties in one global clientele place. The interactive elements are exclusive to The Nickelodeon Ruth Crowley, Store. With over 80%of the Entertainment products on shelves being Retail Enterprises exclusive to the store and not sold elsewhere, the experience is unique and fun.

“

How close were you with the consumer before the retail side started and how has your understanding and relationship changed since? Both companies (Entertainment Retail Enterprises and Viacom/ Nickelodeon) continuously and extensively study consumer demographics by territory to understand differences and to interpret behaviours. We work hard to ensure the experience is authentic and relevant and the product mix is customised. It is a continuous process as seasons and trafﬁc change and as trends evolve in the Industry. We work to stay a step ahead to optimise the customer experience. How many stores are there globally now and what plans are there for the next 18 months for expansion? We opened two stores in Chile this year and will open a Dubai store next year which will take us to 10 locations including our London Store at 1 Leicester Square. We have two stores in Panama, two stores in Honduras

and one store each in Costa Rica, Colombia and Riyadh. We also have the online store for Leicester Square. There are more stores planned in key Global Markets in 2016. Stay tuned for further information … it is very exciting. The main property touchpoints are Dora, SpongeBob, Dora and Turtles — why those in particular? These properties are synonymous with Nickelodeon. They are the most well known and most popular Nickelodeon properties with a fan base that spans all ages — from infant to grandparents. The product categories developed also appeal across generations so the retail experience is inclusive. Everyone has the opportunity to share the experience with friends and family. These are key priorities for Nickelodeon with regular marketing and promotional campaigns on air and in the market so it makes business and brand sense to concentrate on those key properties. But they are also fan favourites — that is the key for all of us.

Top selling property currently? SpongeBob always rules as he appeals across generations. The Nickelodeon Store in Panama

www.ltwmag.com

Is it just toys and t-shirts? For apparel we cater for every age group from infant Turtles and SpongeBob onesies to Ren & Stimpy t-shirts for adults. We cover all clothing categories from underwear to outerwear. The apparel collections include styles to suit all ages and loungewear for the whole family is really popular. Household categories include cushions, blankets, preschool dinner sets, mugs and cups. We carry exclusive London-themed merchandise, novelties, gifts and toys. Our huggable plush toys are extremely popular with everyone.

Game of Thrones edition MONOPOLY from Winning Moves

Can consumers buy other Nickelodeon show products instore too? Yes, they can. In addition to the core evergreen Nickelodeon properties The Nickelodeon Store stocks product associated with both current and past Nickelodeon properties. For example, we have an assortment of products from the current global hit: PAW Patrol. In November we launched new apparel for the brand new pre-school series Blaze and the Monster Machines as well as the classic property, Rugrats. We work closely with Nickelodeon to include new properties as they launch and the assortment continuously evolves throughout the year so there will be many new collections released this year. We are also adding some surprises based on customer feedback. The Nickelodeon properties offer such a diverse collection of classic, new and retro brands, there is literally something for everyone. And which suppliers and manufacturers do you work closely with? Most of the products carried in the store are designed and created exclusively for our Stores. We also work with global Nickelodeon licence partners such as Playmates and Flair on products such as the Turtles es action ﬁgures.

Who decides which properties feature in store? Firstly, we study the market and d current retail trends to deﬁne the assortments and to create relevant assortments for each property in each of the territories es we serve. We also work closely

JANUARY 2016

ACTION MAN turns 50 in 2016

Top selling products within each property? Apparel, loungewear and plush toys sell really well but naturally it can change by season and if new properties are released.

with the Nickelodeon team to identify properties that are rating well and those which will have promotional pushes either on air or in market in the future. We listen to our customers who tell us in person as well as through social media what they’d like to see on the shelves. Our store associates provide valuable realtime insights from customers and, of course, sales are a big driver of how best to stock the store. As I said before, the assortment is continuously evolving to create the c optimal experience for our global o customers. cu And what about the products A which are sold? Our Merchandise Team has extensive and diverse experience in retail, entertainment and lifestyle brands, design, graphics, product and concept development, global sourcing, d production and manufacturing. pro We create products across every c category. We have a production catego facility in Florida and relationships ac with throughout the witth manufacturers m world. wo orld. Are e there ther plans to introduce other popular Nick shows to the store, pop such as Blaze? suc Blaze and the Monster Machines is Bla already in store and we’ll regularly alre expanding our range. The range of exp Nickelodeon products will always be Nic changing as new programmes gain c in popularity and as customers tell us u what they want to see.

Retail Interview Dora and Friends bed linen — a top-seller

The Nickelodeon Store’s user-friendly website

What is the story behind your store design and merchandising strategy? The goal is always to create a store environment that is immersive and fun. We create destinations within the space for each of the key Nickelodeon properties. The design has to be authentic in relation to the properties and we work closely with Nickelodeon to achieve that. We have to meet or exceed what the customer expects to ﬁnd and so, the designs and graphics will continue to evolve. Content including visual and media elements are exclusive to the stores to add to the unique experience. And we try to add a few “surprises” to bring a smile to faces. A key element of the strategy is service. Our management team in the London store and each of

Who shops at a Nickelodeon store?

And what makes the store a unique experience to shop in? It is like stepping into the heart of Nickelodeon. In one trip to the store you can venture into Bikini Bottom, experience the Turtles’ New York City as well as Dora’s jungle home. We have activities for younger visitors including an iPad station and a large colouring table under the Dora Tree. We are always amused as this is just as popular with adults. It is really fun to watch adults sit and re-experience the simple fun of colouring. SpongeBob makes daily appearances at the Store which is pretty special and provides a unique opportunity for photo opportunities so memories last. What about online? How do you manage this? We have just activated our website which is an extension of the London store offering exclusive product.

Everyone! The Nickelodeon Store in Leicester Square attracts tourists given its prominent location as well as people from across Britain, Europe and the Middle East who want to ﬁnd product for their favourite shows that you can’t get anywhere else. Younger and adult fans have visited the store and we have a few celebrity Nickelodeon fans and followers. The great thing about the Nickelodeon portfolio of properties is they form part of people’s childhood and that sticks with them into adulthood where

they are looking for properties that appeal to their nostalgia such as Rugrats and Ren & Stimpy. Then you have Teenage Mutant Ninja Turtles who have found a whole new generation of fans based on the ﬁlm last year and the amazing TV series. Both fathers and sons are now fans for life. For kids, it’s all about the brands they love now such as PAW Patrol, Dora the Explorer, Blaze and the Monster Machines and, of course, SpongeBob.

our associates work hard to create a positive experience for our customers. They speak multiple languages and are available to help or guide or play as needed. Our merchandise strategy is similar in that it is customer-focused, brand appropriate and customised within each territory. We want to create unique, exclusive, quality product, across categories to appeal to our global clientele. Are the trends similar globally? What makes something stronger in one country over another? Based on the global and universal appeal of the brand, trends are similar globally, there are just moderate differences. Dora is really popular in Latin America and we have requests to extend the size ranges for higher age groups, which of course we have! Seasonality is also key, so we work to ensure there are swimsuits in Panama in January — but not-somuch for London! And lastly, what is your favourite product on sale at the moment and why? Our favourite products are deﬁnitely the ones the customer loves most.

www.ltwmag.com

G ! N S I T

C Z U D A RO

P L BNEW EN AS SE V T N O

FLYING SOUNDS AND PHRASES!

TRANSFORMS INTO A JET!

SLAM & GO ASSORTMENT

BLAZING SPEED

TRANSFORMING BLAZE JET WINGS POP OUT!

TALKING ASSORTMENT

TRANSFORMING TURBO LAUNCHER

DIE-CAST CHARACTER ASSORTMENT

www.Nickjr.co.uk

© 2016 Viacom International Inc. All Rights Reserved. Nickelodeon, Blaze and the Monster Machines and all related titles, logos and characters are trademarks of Viacom International Inc. ©2016 Mattel, Inc. All Rights Reserved.

PAW PATROL

PAW Patrol is Those totally PAW-some pups are making more of a roar than a woof on TV screens, toy shops and in kids’ clothing stores the world over. Find out exactly why these four-footed friends are charming pre-schoolers everywhere and why Adventure Bay is the hottest place to be in the licensing world right now!

AW Patrol is a CG actionadventure pre-school series starring a pack of six heroic and hilarious pups who are led by a tech-savvy 10-year-old boy named Ryder. This global smash-hit show has been driving a huge demand for consumer products and has captured kids’ imaginations with its unique blend of problem-solving skills, cool vehicles and humour. Little ones are inspired by the PAW Patrol team working together to protect their Adventure Bay community. With a winning formula, each episode sees the pups

“

There will be new looks at retail with themes such as Super Pups where the pups are seen in brand-new costumes

transform into the PAW Patrol and take their pre-school super fans on fast-paced and exciting rescue missions with hi-tech gadgets and transforming vehicles. The show has cleverly drawn inspiration from real life — with each pup based on a profession that’s part of the fabric of everyone’s community — working together as a top rescue team drawing upon their individual skills to complete their tasks. The content is such that itt neatly complements this age e group’s curriculum. Each episode pisode is jam-packed with heroic feats eats and the lovable mix of characters acters girls appeals to both boys and gi il irls which only helps to propel the t further. strength of the brand furthe er.

Who is the master toy licensee? As producers of the show itself, Spin Master is the main toy partner behind the property and is currently expanding its portfolio to include a wider range of products as we look into 2016.

PUP STARS SKYE, ROCKY, RUBBLE, CHASE, RYDER, MARSHALL, ZUMA AND EVEREST

PAW PATROL PAW PATROLLER

www.ltwmag.com

on a roll! Licences unleashed With more than 40 licensees within the he UK, the consumer product roll-out plan for the he property looks both strong and exciting for 2016 016 and beyond. This year Nickelodeon looks forward to new launches including the monthly ly PAW Patrol magazine from Egmont to strengthen engthen the property and its long-term relationship ip with preschoolers, brand-new lines from Spin Master plus a range of outdoor toys and apparel parel lines across retailers nationwide. Barking up the right tree PAW Patrol is certainly on a roll within n the UK market; the unparallelled demand forr consumer products and its ever-increasing on air ir success both on Nick Jr. and Milkshake! is only y set to grow in 2016. Since PAW Patrol launched on air in n 2013 the pre-school property has taken international ternational markets by storm. This roaring success ss is the number one show on Nick Jr. and is the he mostwatched show in 2015 — such is its success uccess that viewers made it the key driver to the channel over the year. With the highly anticipated launch of series three in early 2016, there will be brand-new d-new themes to enthrall and delight children en including the Air Patroller, which will see the pups ups take their missions to the sky and the introduction oduction of Tracker, a jungle pup from South America erica with a 4x4 as his vehicle. The phenomenal success on air hass been emulated at a retail level across the UK. K. Since the launch of the consumer product range ange from Spin Master at the end of 2014, the property operty has swiftly grown to become one of the most soughtafter properties within the pre-school market. Currently it is the No 1 new toy property ty within the UK market and, with new product innovation launching in 2016, the momentum will continue. The appeal and strength of the brand nd is cemented in the way it appeals to boys ys and girls. There is now a range of Skye product featuring secondary character Everest speciﬁcally ally for girls with the creative taking on a splash off pink and purple. It is at retail that these lines are e ﬂying — they are currently performing in line with the core range providing a huge incremental opportunity. pportunity. From a marketing perspective in 2016 016 the key attributes of the brand will be incorporated orated into an On A Roll With PAW Patrol campaign, aign, which will focus on the pups’ inherent strengths gths as safety role models for pre-schoolers. Alongside this socially-responsible e campaign there will be new looks at retail with themes such as Super Pups where the pups are seen en in brandnew costumes.

JANUARY 2016

AS WELL AS TOYS, DRESSUP IS A BIG CATEGORY

Game Gam Ga G am a me o off Thr Th T hro hr on one ne n es Thrones edi editio ed diitio d tio ti ion edition MO MON M ON NO NOPO OPO OP P POLY LY MONOPOLY fr ffro rrom Winning Win inn nn n niing in ng n g from M Mo Mov ove es s Moves

2 23 3

PAW PATROL

Pups’ roll call So, just who’s who in this powerful and pro-active pack? Let’s meet Ryder, their leader and ﬁnd out about each of these lovable pups.

MARSHALL From the ﬁrehouse to his ﬁre From F engine, e gin dalmatian Marshall is allen action, easily excited, and the a clumsy one. The pups will c always hear Marshall say, a “I’m okay!”

SKYE E Skye is a fearless and smart cockapoo who loves to ﬂy in her helicopter or with the wings in her pup pack. he She tries everything with a back ﬂip, grace, and a smile.

CHASE

ROCKY

Using his police truck and megaphone, this German shepherd is an athletic natural leader who likes to take charge. Chase may be on the case, but he has to watch out for cats and feathers because he’s allergic to them.

Rocky is a mix-breed mix pup that always has handy resources. He’s an a enthusiastic recycling dog with a thousand ideas and tools stashed inside his pup pack.

RYDER Ryder is the leader, rescuer, and teacher of the pups. He has heart heart, a can-do-spirit and the skills PAW Patrol needs to get the job done. During rescues you can catch Ryder on his hi-tech jet ski that transforms into an ATV and a snowmobile.

EVEREST Everestt is a fun fun-loving loving husky pup and the newest member of PAW Patrol. She lives with Jake on his snowy mountain and loves belly-bogganing — sliding down mountains on her belly. Ice or snow, she’s ready to go!

RUBBLE

ZUMA MA

Zuma is all aboutt the water! This chocolate labrador loves oves to laugh and surf. He lives in his boathouse oathouse and dives into action in his hovercraft.

Rubble is a gruff but lovable bulldog who knows all about skateboards and snowboards. He loves to get dirty then jump into a bath. There’s no job Rubble’s construction digger can’t scoop up.

www.ltwmag.com

KID’S CORNER “Edison is not yet one but he and his big brother love watching Nickelodeon shows,” says Carmela, his granny. “Edison’s particular favourite is PAW Patrol. He loves the music and he loves the pups’ roll call — the show really excites him and also keeps him enthralled. I think it’s such a vibrant show with simple but very good storytelling that is at the heart of the appeal. He loves the toys a lot and no trip to the toy shop or the supermarket is complete without him wanting to pick something new up … we do quite a lot, but perhaps not as much as he would like. I also love watching the show with him — it is infectious and the little catchphrases are funny and cute.

”

JANUARY 2016

Amscan Amscan’s extensive party range featuring the PAW Patrol pups and tech-savvy Ryder remains a popular party theme choice since launching g last year. The fully co-ordinated ted designs incorporate vibrant brant colours of blue, red, green n and yellow providing a great eat unisex appeal. One of the most recent additions ns to the range is an impressive Chase AirWalker balloon standing ng at 137cm (54in) high. The e range includes everything from Scene Setters for wall decoration, to fun PAW Patrol ol paper masks, themed plates and napkins, plus favours for guests to take home such as rubberr bracelets.

lla tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnihtolc lla revoc eW .stluda rof strihs-t ypmitS ruO .syot dna stfig ,seitlevon ,esidnahcrem demeht-nodnoL evisulcxe yrrac eW .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc ed

SPINMASTER

Ahead of the p Nickelodeon and Spin Master’s action-adventure series brings the best of pre-school content and toys to fans around the world — and the best is yet to come. Spin Master’s Phil Hooper gives us an exciting look at the continuing success story of PAW Patrol.

hen a global toy giant one of the world’s and o biggest names bigge in kids’ content pour their combined creative talents creat into one project, the proj end result is bound to be magical. ma And when Spin Master and Nickelodeon joined forces on a join brand new prebr school property, s

that magic came in the form of PAW Patrol, an animated actionadventure series that has captured the hearts and imaginations of young fans across the globe. Since its debut in 2013, the series has gone from strength to strength, and Phil Hooper, the Commercial Director of Marketing at Spin Master, says that the series has been “delivering recordbreaking ratings across the world”.

NPD N

PAW PATROL JUMBO ACTION PUP ROCKY, 2016

● Number one new toy property JulyNov 2015 ● 190,000 Basic Vehicles sold in ﬁrst 48 w weeks of 2015 ● Lookout Playset was top-selling item ac across infant and pre-school in Nov 2015

www.ltwmag.com

mitS & neR ot seiseno boBegnopS dna seltruT tnafni morf puorg ega yreve rof retac ew c edulcni seirogetac dlohesuoH .ralupop yllaer si ylimaf elohw eht rof raewegnuoL .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh

lerappa roF dna sega

PAW PATROL JUMBO ACTION PUP RUBBLE

e pack Top 5 hero products ● Action Pack Pups ● Basic Vehicles ● The Lookout Playset ● PAW Patroller ● Pup Pals Plush

Demand for characters like Everest and Skye has been bigger than we had originally predicted

As TV ratings continue to climb, Spin Master’s involvement from the outset has also given PAW Patrol huge success in the toy aisle. The company has captured all the cute puppies, cool vehicles, humour, action and adventure of the animated series in its toy range, covering all the core categories from ﬁgures and vehicles, to playsets, plush and puzzles. Introducing a new property to the market is always a challenging prospect, and this is particularly true in the hugely competitive pre-school sector, where the heavyweight properties become household names. But PAW Patrol’s mix of colourful, fun visuals and characters, strong storytelling and positive message made its fan base cry out for toys. Phil says the range has been a hit from word go: “Buyers were really excited about our range

JANUARY 2016

2015’S RYDER LOOKOUT IS A BEST-SELLER

in advance of launch as they became familiar with the TV show and how well it was rating on Nick Jr. and Milkshake. “There was also clear recognition from the trade that the pre-school market was ready for a new brand. “We launched with a wide range of PAW Patrol toys and then expanded in autumn 2015 with the addition of items like the PAW Patroller, Ryder’s Pup Pad and our range of bath toys.”

PAW PATROL DELUXE VEHICLE CHASE, 2015

Top dog at retail Last year was a standout period for the brand with toy sales soaring throughout 2015. As more

PAW PATROL PAW PATROLLER

eht rof raewegnuoL dna sega lla tius ot selyts edulcni snoitcelloc .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh ruO

SPINMASTER

PAW PATROL DELUXE TALKING PLUSH RUBBLE

equally. So demand families welcomed Ryder, Chase, for characters like Marshall, Skye and the rest of the Everest and Skye has PAW Patrol team into their lives, been bigger than toys went flying out of the doors at we had originally retail and sales reached the predicted. top spot. “Spin Master and “Sales through the year have Nickelodeon have a been strong, as evidenced by first-class working the fact that PAW Patrol has relationship, as we consistently been measured by NPD work together to as the No 1 new toy property since build PAW Patrol July 2015,” Phil explains. But it’s into an evergreen brand.” not just value where Spin Master’s Phil says Nickelodeon’s ranges stands out, it’s volume, too. activity for PAW Patrol has been critical “As an example of the volume we to its success, with “support across shifted last year, according to NPD their broadcast platforms we sold through around and with tent-pole activities 190,000 Basic Vehicles which provide a constant to week 48 and it’s fair to Spin supply of content and say that demand in the Master and engagement to kids and weeks until Christmas Nickelodeon parents.” was so high that we have a firstHe adds that Nickelodeon could have sold through class working is “also building PAW Patrol more,” Phil adds. “The through their consumer Lookout Playset was the relationship, products launch into other top-selling item across as we work categories, which supports infant/pre-school in together to the brand overall and for the November.” build PAW long term.” Patrol into A third series of the Evergreen future an evergreen animation will air this year, PAW Patrol’s appeal with bringing new adventures both boys and girls has brand for fans to get stuck into, seen its fan base grow and activity will increase at exponentially and, as this retail to increase awareness of Spin momentum continues, Nickelodeon Master’s toy range and Nickelodeon’s and Spin Master have lots of plans consumer for the future to establish its full collection of licensed consu position as a truly evergreen brand. products. “We are working with many “One of the most major retailers to ensure that PAW PA significant dynamics Patrol is prominently featured in we are now seeing retailer-specific activity through 2016 and beyond,” Phil says. with PAW Patrol is road map its gender-neutral So what does the roa appeal," says Phil, look like for the next 12 to 18 staying “it’s quite clear months? Phil is stay everyone that girls and tight-lipped, but ev their eyes boys b bo ys both love should be keeping th the show peeled. He adds: “We have to keep some kee surprises surp for another day, but we think kids will be thrilled with toys and w ith the e development of the toy evolution next 12 e volutio on of the show in the nex months mont nths or so.”

18 8

lerappa ehT .raewretuo ot raewrednu morf seirogetac gnih .syot dna stfig ,seitlevon ,esidnahcrem demeht-nodnoL e

PAW PATROL DELUXE TALKING PLUSH CHASE

What fans on Twitter are saying worldwide

www.ltwmag.com

Look out for more great new costume ranges in the Rubieâ&#x20AC;&#x2122;s 2016 Catalogue

ÂŠ 2016 Spin Master PAW Productions Inc. All Rights Reserved. Paw Patrol and all related titles, logos and characters are trademarks of Spin Master Ltd, Nickelodeon and all related titles and logos are trademarks of Viacom International Inc.

Phone us on 08453 070707

www.rubiesuk.com

ylimaf elohw eht rof raewegnuoL dna sega lla tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnih .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh ruO .syot dna stfig ,seitlevon ,esidnahcrem demeht-nodnoL evisulcxe

SAMBRO

Match made SAMBRO is currently the proud and delighted holder of Nickelodeon’s Licensee of the Year. We chat to Nikki Samuels, the Licensing Director, to ﬁnd out a little bit more about this great and fruitful partnership. into keeping business fresh and exciting and also the close partnership he enjoys with Nickelodeon.

MARIANNE JAMES AND RON JOHNSON OF NICKELODEON PRESENT SAMBRO’S NIKKI SAMUELS, RIGHT, WITH THE LICENSEE OF THE YEAR AWARD

ikki Samuels started SAMBRO some 20 years ago — from a spare bedroom in his parents’ house. His business, as a clearance specialist, quickly took off and within a couple of years he and his small team had to move out and into their own premises. Little did he know back then that the company would develop into one of the world’s leading licensed goods specialist with showstopping showrooms in Hong Kong, Amsterdam and, a loyal local boy at heart, Bury in Greater Manchester. Here, Nikki gives LTW an insight into the hard work that goes

SAMBRO’S top-selling SpongeBob products? Our pocket money toys always sell really excellently.

“

We always love to welcome buyers to our showrooms so they can see the sheer breadth of our Nickelodeon ranges Nikki Samuels, founder, SAMBRO

Sambro and Nickelodeon have a wonderful partnership. How long you’ve been working together. For about seven years. It’s been great.

And what property did you ﬁrst start working on and how did it all come about? SpongeBob SquarePants was the ﬁrst property which kicked things off between SAMBRO and Nickelodeon. We began talking to them because we wanted to create a fantastic arts and crafts and games range and felt that SpongeBob was a great property to start with. And, of course, we were the right people to create it.

Which properties do you currently produce for? We design and manufacture products for SpongeBob, PAW Patrol, Blaze, Dora, Turtles, Half Shell Heroes. They are pretty diverse properties — is this why Nickelodeon is such

a great licensor, because of the breadth? Yes, they have fantastic brands and a terriﬁc, hard-working team who are really passionate about their properties. SAMBRO very successfully produces all manner of products. What kind of products can retailers see up in your showrooms? We always love to welcome buyers to our showrooms both here in the UK and in Hong Kong so they can see the sheer breadth of our Nickelodeon ranges. They can then see how they span so many categories and are able to create full licensed collections or complement their existing ranges. In 2016, our new PAW Patrol 3D Shaped Character Bags will be a real talking point as they look amazing. We can’t wait to show people and of course not only see the reaction of retailers but also that of consumers. And do you tailor the ranges to the property or are you more holistic in your approach?

Did you know? Nikki, how many Nickelodeon properties do you licence? SAMBRO are proud to license ﬁve properties. How many Nickelodeon licensed lines do you make? Hundreds! Too many to mention!

www.ltwmag.com

gnihtolc lla revoc eW .stluda rof strihs-t ypmitS & neR ot seiseno boBegnopS dna seltruT tnafni morf puorg ega yreve rof retac ew lerappa roF cxe yrrac eW .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc edulcni seirogetac dlohesuoH .ralupop yllaer si

in heaven A bit of both — we, of course, need to be completely true to each property and develop fun products with them at the forefront. For example, our TMNT Catapult Pizza Game is utterly beﬁtting the Turtles and the themes in the show. However, we have invested heavily in tooling and so are able to replicate successful products across multiple licences.

And has that accolade made a difference to how you operate with Nickelodeon? It’s made us work even harder. Even though we’re told we can’t win it again we want to make it very difﬁcult for them to give it to someone else… it’s now our trophy!

What innovations have your design team created that you’re really proud of? It’s hard to choose just one product innovation as the ranges have been successful across the board. However, I particularly love our 3D Moulded Character Bags, which really bring the characters to life for little ones. SAMBRO was named licensee of the Year 2015 by Nickelodeon — you must have been cock-a-hoop. Why is SAMBRO such a great licensee? The whole team at SAMBRO really take the time to get to know each licensed property inside and out so that the product ranges we create reﬂect each character perfectly. We have also worked hard to create our own tooling and employ some of the best designers in the

SAMBRO’s top-selling TMNT products? That’s easy — our action games are winners here.

JANUARY 2016

business, which enable us to innovate and refresh ranges all the time. We are always able to react quickly to a licensor’s needs too which we think is imperative in this fast-moving industry.

SAMBRO’s top-selling PAW Patrol products? PAW Patrol 3D Shaped Character Bags

“

It’s the range, price and brand that makes us truly effective Nikki Samuels, founder, SAMBRO

And what about with retailers — has your business been boosted as a result? We ﬁnd working with Nickelodeon’s retail team and our retailers combined gives us a boost. If the award helps then great, but it’s more the range, price and brand that makes us truly effective.

What next for SAMBRO and Nickelodeon? Winning the award for the second time even though I’m told it’s not possible ... we all know anything is possible!

NIKKI SAMUELS, RIGHT, AND SAMBRO’S HONG KONG SHOWROOM, ABOVE

SAMBRO HEAD OFFICE, DUMERS LANE, BURY GREATER MANCHESTER, BL9 9UE

Tel: 0845 8739380

sales@sambro.co.uk

buying@sambro.co.uk

TMNT

Band of brothers These comic crime-fighting creatures have super personalities and ultimate baddiebusting fighting skills. Find out more about New York’s finest, and why kids find it so easy to identify with them Product power eenage Mutant Ninja Turtles is There are more all about brotherhood, highBrand themes and values than 50 specific action adventure, vanquishing UK licensees evil, and of course, urse, having a good COMEDY: They are real ninjas, but working daily with laugh and plenty nty of pizza while also teenage heroes who don’t take Nickelodeon to you’re at it! On n TV, the Nickelodeon power deliver Turtle pow themselves too seriously. Teenage Mutant ant Ninja Turtles series to retailers and an has been a ratings tings hit. ACTION: They face enemies more products launch prod The addition of the dangerous than ever before; these beyond that go bey heroes to the Channel villains don’t crack jokes. the core 5 schedule saw w the audience of the BROTHERHOOD: As they learn to show’s monthly ly reach engage TV show to engag increase by 133 3 percent with work as a team, the family dynamics of and delight fans o the series ranking king as the number (and rivalry) of brotherhood makes for all ages. With a mix m one weekend show on both heightened stakes (and great comedy). animation, of core animatio Nicktoons and d Channel 5 in 2014. imagery retro 80s image MUTATION: Mutation is around the With more than 12 million and movies, the viewers since launch, the Turtles — weapons, vehicles and expansion product expansio momentum off the core mutated villains — nothing is as it seems. of recent years has ha animation series ies will continue to allowed Nickelodeon Nickelode grow in 2016 with the launch of to venture into new ne has developed a diverse range of Turtlethe fourth series. ies. infant all the way categories from in tastic toy offerings with action figures The Turtles must rise through to adult. and playsets performing strongly at to the challenge ge to keep In addition to tthe product partners, retail. More than 55 million Turtles themselves and nd Earth safe have direct to retail opportunities op action figures have been sold globally. from marauding ng alien threats. played a big part in the success of In the UK, the TMNT figure won the To complement nt the new the property over the past year. A Brand of the Year award at the Toy series, Flair has as a new line of dedicated Turtles New York city Industry Awards. Key launches have products which ch will see the space features in the newly opened included the Mutations range, launched Turtles in intergalactic rgalactic Nickelodeon in February 2015, and Half Shell Heroes space suits and nd Store in — taking the Turtles into a pre-school hit shelves at Leicester space. retail in springgSquare, while Since its launch, the Half Shell Heroes summer 16. The The highly anticipated Forbidden range has sold so well it now ranks new content sequel to the Teenage Planet as the UK’s number three pre-school continues Mutant Ninja Turtles launched an property, according to NPD in October into 2017 with film will hit cinemas on exclusive range 2015. the launch of 30 May. The Turtles are of Teenage Nickelodeon has also seen the Turtles Series 5, new back on the streets of New York and they Mutant Ninja product innovation expand outside production must battle to protect their beloved city Turtles apparel, the conventional categories, with innovation, and their friends from a brand new threat. art and Nickelodeon announced as the first collaborations Alongside Michael Bay who is returning to homewares at licensor to to launch 3D printing with a and 360 degree direct, and fan favourites Megan Fox and MCM Comic licensed character. marketing Will Arnett there is an extended cast of Con in 2015. Exclusive to Asda, the technology campaigns. familiar faces and the return of infamous The core enables customers to receive a 3D Following the villains, Bebop and Rocksteady. category for Model of themselves standing alongside fourth series of Orange will be the new black as a huge the Turtles is their favourite Turtles character. the animation above the line marketing campaign toy. Partnering The Turtles brand has taken more comes the highly kicks into gear with brand new fashion with Playmates than $4 billion in global retail sales to aniticipated collaborations and an exciting new product and Flair, date and will continue to turn the world sequel to the range for fans of all ages to go TurtleyNickelodeon green in 2016 and beyond. TMNT film.

Booyakasha at the box ofﬁce

crazy for!

JANUARY 2016

APRIL O’NEIL

TMNT

LEONARDO Leo eats, sleeps and breathes ninjutsu, which is probably why he was chosen by Master Splinter to be the Ninja Turtles’ leader. Keeping his rowdy brothers in line can be hard, but Leo never lets anything get in the way of their strong teamwork and defeating villains. Weapon of Choice: Katana Sword Name Meaning: Strong as Lion

April is just your average 16-year-old girl with four mutant turtle best friends and a knack for ﬁghting off alien invaders. Her intelligence, quick wit, and determination keep the Ninja Turtles on track when they feel like giving up, and she would do anything to help her friends and family. Weapon: Tessen Fan Abilities: Telepathy and a sixth-sense sensitivity to vibration

DONATELLO From insane weapons to some awesome vehicles, Donnie has invented some epic gadgets to help keep the Ninja Turtles safe. His talents include hacking computers and cracking security codes. He just can’t seem to ﬁgure out how to steal April’s heart. Weapon of Choice: Bo Staff Interests: Science, pizza, April

RAPHAEL Raph is always the ﬁrst to a ﬁght, and never forgets to brings his tough attitude and hot-headed temper. Though he’s sometimes hard on his brothers, Raph shows his softer side with his pet turtle, Spike. He’s also afraid of cockroaches (but don’t tell him we told you!). Weapon: Sai Nickname: Meat-head

MICHELANGELO Mikey is the class clown of the Ninja Turtle’s sewer lair, constantly pranking his brothers and concocting some seriously sick food (pizza milkshake, anyone?). When he’s not dancing to his fave tunes or downing a whole pepperoni pizza, Mikey is kicking some major Kraang butt with his brothers. Weapon of Choice: Nunchucks Catch Phrase: “Booyakasha!”

Consumer comment

Fighting form For the past three decades, Turtles have been entertaining fans around the world. Now these brothers have turned the world green with strong viewership around the globe, best-in-class products lighting retail on ﬁre, innovative partnerships, and awesome digital executions. s. The Turtles are a global franchise chise hit and are continuing ng the momentum in 2016 016 and beyond. In the UK this culminated in the e Teenage Mutant Ninja Turtles winning ning the best TV licensed sed property award at the 2015 Licensing ng Awards, showing g the strength of the he property within today’s licensing industry.

The ability for a brand to retain its status of top boy’s action toy over two years and to generate over $1.5billion in global retail, speaks to the popularity of the property as well as Nickelodeon’s commitment to working to ensure that the property continues to cont develop and grow dev with wi innovative partnerships and pa products. The pro Teenage Mutant Teen Ninja Turtles is a Ni TV T property with a long legacy and an it is has taken great skill to tak navigate the many navi incarnations of the inca brand bran and deliver on the expectations t of a demanding and discerning fan base. disc

Tadgh is a fiveyear-old Turtles fan, and when he’s not catching up with the latest animated adventures of his favourite fighting foursome, he’s battling Shredder in the back garden with his Turtles figures. “Mikey is my favourite because he likes pizza and I like pizza and orange is my best colour - he has an orange mask! Booyakasha. I don’t like Shredder because he’s the nasty man, but the Turtles always beat him together and always win in the end. My Mikey toy is my favourite toy, I have all of them and also Splinter who knows everything and helps us when fighting.”

Let’s BLAZE! New Partyware & Balloons rangee for 2016 ©2016 Viacom International Inc. All rights reserved. Nickelodeon. Blaze and the Monster Machines and all related titles, logos and characters are trademarks of Viacom International inc.

JANUARY 2016

eht rof raewegnuoL dna sega lla tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnihtolc lla revoc .enoyreve htiw ralupop ylemertxe era syot hsulp elbagguh ruO .syot dna stfig ,seitlevon ,esidnahcrem demeht-nodnoL evisulcxe yrrac eW .sp

FLAIR

Shell binding action When Nickelodeon rebooted Teenage Mutant Ninja Turtles, Flair knew they were the company to capture the heart of the brand and continue the long tradition of Turtles toys. With more than 300 action ﬁgures launched to date, the company reveals why Turtles continues to capture fans’ imaginations and what new toys are in the pipeline.

eonardo, Donatello, Michelangelo and Raphael have been heroes in a half shell for kids since the mid-80s. The ﬁghting foursome’s action-packed adventures have been wowing fans on TV and the silver screen in different incarnations over the years, but one thing has always remained a constant for the brand: toys. Partnering with Nickelodeon to bring the latest animated series to life in toy form, Flair continues that lineage with its incredibly successful range of ﬁgures, vehicles and playsets that let fans recreate their favourite

scenes from the show and go on missions of their own creation. Although the toy company has worked with Nickelodeon for many years, Simon Hedge, Flair’s Managing Director, says that the partnership on Turtles is special. “As a toy company, Flair has had a steady relationship working with Nickelodeon as a secondary licensee over many years working on properties such as Dora the Explorer. But the work with TMNT is the ﬁrst time we have become a major partner.” For Simon, the Turtles reboot was a perfect ﬁt for Flair. “The Teenage Mutant Ninja Turtles are iconic and what Nickelodeon had in store for the new animation series was beyond exciting,” he explains. “From the outset we knew that this would be major toy launch. As a pan-European company we also knew we were more than up to the challenge of making this a highly successful partnership.” Flair got involved in the new toy range when Nickelodeon reacquired rights to Teenage Mutant Ninja Turtles in 2009, before producing and releasing the new animation. “Playmates Toys International continued their highly successful relationship with Turtles under the new animation from Nickelodeon,” explains Nic Aldridge, Flair’s Marketing Director. “The animation launched in October 2012, after the US launch in August 2012, and GP Flair brought this new range of Turtles toys to market with the relaunch to the UK market.”

New toys for ’16 “Within the TV series the four brothers will be leaving New York and entering Dimension X and so opening up a whole new toy theme for 2016 with new ﬁgures and playsets. “There will also be a new collection for Half-Shell Heroes as these junior Turtles take on a dinosaur theme combining an evergreen play pattern with favourite Turtles characters. “Of course there is a new movie too in early summer and we will have a great range of movie ﬁgures and accessories for older fans and collectors.” Nic Aldridge, Marketing Director, Flair The range was an instant hit, and Flair has continued to build on the range, leveraging the wealth of content that fans continue to ask for, and Nickelodeon delivers. “It’s been tremendous,” Nick says. “TMNT is a fast moving brand.

www.ltwmag.com

evoc eW .stluda rof strihs-t ypmitS & neR ot seiseno boBegnopS W .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc

dna seltruT tnafni morf puorg ega yreve rof retac ew lerappa roF edulcni seirogetac dlohesuoH .ralupop yllaer si ylimaf elohw

e had So far we have over 15 waves of Nickelodeon on animation figures ures and the relaunch nch of the Mutation series, a whole movie vie range plus the launch of the Half-Shell Heroes. There ere are not many brands that create so much content to work with.” Positive values alues The fan base ase for Turtles is hugely varied; ried; from preschoolers to older kids — and even adults lts that got swept up in Turtle power wer the first time around — the themes emes and values that the Turtles es series promotes have wide appeal, peal, and Nic says that this gives Fl Flair ir lots to work with for the toy range. “It’s all brotherhood, teamwork, humour and the good guy saving the day,”Nic explains. “The Turtles teach kids about discipline and working towards a goal. Most of all as an entertainment brand it’s full of adventure while the toy side adds the element of role-play and collecting.” Battling evil and fighting with the series’ foes is a core tenet of being a Ninja Turtle, but Nic says the toys and series go beyond surface-level scraps, giving kids a richer experience, and making it more appealing to the adults who hold the purse strings. “Fighting is always going to be a strong play pattern with boys but I think that Turtles also teaches them the discipline that goes with that,” he explains. “This clearly allows for the parents to more easily buy into the brand.” Distilling those values and bringing them to the toy range is incredibly important to Flair, and Nic explains that mirroring the on-screen adventures of the Turtles gives kids an authentic play experience at home. “Synergy

with the show is important, as new backdrops are added it’s great to be introducing playsets that echo them. They also like to have special features in their figures like an action, sound or transformation.” Turtle-y awesome toys So what does Flair’s expansive toy offering include? “The range is immense,” says Nic Nic. More than 300 different styles of figures have been brought The Teenage to market since launch, all in Mutant Ninja different shapes, sizes and Turtles are scales. “In addition to that we iconic and what have a very popular range of Nickelodeon vehicles, playsets and role play which gives us the broadest had in store appeal,” Nic adds, teasing that for the new animation series the breadth of categories will soon expand: “We are even was beyond moving into die cast vehicles exciting. and friction motorised figures Simon Hedge, for the future.” The Teenage Managing aging Director, Flair Mutant Ninja Turtles films, the most recent of which was the summer

blockbuster of 2014, gives the blockbu brand even greater scope. The e edgier appeal of the big screen productions brings older kids produc into the th fold, according to Nic. Combined with the TV series, he Comb says it i “allows us to broaden the appeal appea to a wider age range as well as a bringing with it tremendous awareness for the Turtles on the awar whole. who As the animation has been on air a for a while now this really gives us a triple-A, tent-pole event to really get behind and drive awareness from a slightly different angle.” With so many fantastic toys on the market, and plenty more launching later this year, does Teenage Mutant Ninja Turtles have space to grow? Of course,” Simon says. “This can be seen with the fact that an investment is being made into a new movie. What’s great is that the Turtles spread across so many platforms. Big screen, small screen, online and more. There’s always something new so to discover.”

FAST FACT Flair has launched more than an 300 ﬁgures.

JANUARY 2016

2 27 7

MATTEL

A blaze of glory Mattel and Nickelodeon’s long-standing relationship has resulted in toy lines for some of the most successful and beloved properties. With Blaze, Dora and Friends and Shimmer & Shine, that partnership looks set to continue in style in 2016 and beyond.

market coupled with ever changing children’s TV trends,” says Wendy. “But for us at Mattel it’s about having the opportunity to partner with great properties that allow us to develop innovative toys that really bring the properties to life for consumers.” Hot property Blaze and the Monster Machines is a good example of this. The TV series follows

Meet the machines

“ M

It’s about partnering with great properties that allow us to develop innovative toys that really bring the properties to life

aster brand-builders Mattel and Nickelodeon have been partnering on world-leading kids’ brands for many years. Twinning Nickelodeon’s creative content with Mattel’s expertise in translating great Wendy Hill, properties into successful toy Mattel lines has always been a winning formula, and 2016 looks set to continue that trend. With a fresh look for globetrotting favourite Dora, and brand-new toy

lines for the latest pre-school hits Blaze and the Monster Machines and Shimmer & Shine, there’s lots to get excited about from the two companies in the coming year, and Wendy Hill, the Brand Activation Director at Mattel, says there’s “even more coming in 2017”. Pre-school is a notoriously competitive market, and navigating the potential pitfalls can be challenging for newcomers. TV trends change at a rapid pace but, with decades of experience, Nickelodeon is well versed in creating and broadcasting content that not only captures the attention of young children, but holds on to it. This is where Mattel comes into its own. “There is a lot of exciting preschool content out there making it a very crowded

Blaze and the Monster Machines’ cast of characters are the stars of the show: ● Blaze and his best pal and human driver AJ ● Starla, the cowgirl truck ● Darrington, the daredevil truck ● Zeg, the dinosaur truck ● Stripes, the tiger truck ● Crusher and Pickle, the villainous but silly trucks

www.ltwmag.com

gnihtolc lla revoc eW .stluda rof strihs-t ypmitS & neR ot seiseno boBegnopS dna seltruT tnafni morf puorg ega yreve rof retac ew lerappa roF L evisulcxe yrrac eW .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc edulcni seirogetac dlohesuoH .ralupop yllaer si

the adventures of heroic Blaze, the There’s a lot fastest monster of exciting pretruck in Axel school content City, his human making it a driver AJ, and a very crowded supporting group of characterful market with trucks. ever-changing Mattel is children’s TV tapping into this trends wacky cast of characters, which Wendy Hill, Mattel includes Starla the cowgirl truck and Darrington the daredevil truck, for its toy line, driving collectability and bringing their unique personalities to life. Wendy says the range “brings these characters to life through thrilling vehicle play and fast-paced adventure, with fans being able to collect all their favourite characters across the line from die-cast to mid-size and larger vehicles”. But the show also appeals to the growing trend towards STEM (science, technology, engineering and maths) learning, and Mattel carries the educational fun on in its supporting toy line. “As one of the first preschool properties to focus on the STEM curriculum and introduce children to scientific principles in a fun and engaging way, our introductory line of vehicles and playsets will deliver on the speed, stunts and the storytelling of the show,” Wendy says. “Across the line, STEM, plus cool monster truck action, allows children to really interact with Blaze’s world above and beyond the onscreen content.” Blaze has been a resounding success for Nickelodeon, and consumer demand is firing on all cylinders for the forthcoming toy launch. “The show has seen a great response from consumers and there is certainly anticipation for the toy line,” Wendy says. “Blaze already has very strong listings for launch so

“

JANUARY 2016

Mattel partners with Nickelodeon on preschool licences

TRANSFORMING BLAZE JET

MATTEL we’re excited about the potential for the brand. We will have exciting new items for AW which includes impressive playsets which will add to the Fisher-Price Blaze range for preschoolers.” Wendy says early reactions from retailers, buyers and the trade at large have been similarly excited, with signiﬁcant buzz growing after the successful content nt launch last year. “With our fresh take on a category and the e focus on STEM learning to o appeal to parents it’s an exciting citing opportunity for our retailers,” she adds. With the ofﬁcial al toy launch imminent, Mattel have already stepped the marketing k i support up a gear, building awareness and interacting with fans of the series. Wendy says: “We have started our consumer outreach with a soft launch in retail to drive initial demand. “From the end of the month we will be extending the distribution and extending our marketing and PR activity to drive awareness and engagement with fans as well as recruiting new Blaze fans. “The launch will be supported by TV advertising for our spring hero product, the Transforming Blaze Jet, as well as an extensive marketing, PR and social media campaign kicking off around half-term in February. y

“We will also be executing in-store activity to bring the We have range to life for consumers at created a line retail.” Mattel’s marketing and that goes above consumer engagement is world e and beyond the class, exploring new frontiers ex content they in social socia media and digital messaging, and this level of mess see on TV support extends across its supp Wendy Hill, Mattel entire portfolio. “Both ourselves and Nickelodeon are very committed to delivering extensive marketing campaigns to really support the brand and products which is essential p to the success of a line,” Wendy says. “The way we reach our ou consumers is rapidly changing, the rise in chang technology and the techno importance of online and importa social platforms means p we are a always look at different differe ways we can bring b i our toy to consumers. “Our marketing campaigns constantly evolve to reﬂect the new channels allowing us to bring the properties to consumers in different ways.”

“

Exploring new territory Dora and her adventures have touched the hearts and minds of kids since 2000, and now she’s back with a fresh look and modern gadgets in Dora & Friends. Mattel has created a brand new toy line to reﬂect this new direction for Dora, and Wendy says it will go “over and above the content they see on TV”. She adds: “We have created a line that directly reﬂects the new show as Dora and her friends explore an exciting new city. Dora has new friends, new gadgets including her magical charm bracelet

SPARKLE & SWIM MERMAID DORA

and explores new d smartphone, h l relatable locations as well as bringing to life themes of friendship and music. “The Fisher-Price Dora range features classic play patterns for pre-schoolers inspiring imagination and storytelling with a range of fantastic friendship dolls and role-play toys.” The highlight of the new Dora toy range for 2016 will be the new Sparkle & Swim Mermaid Dora, which swims through the water. Wendy says that it has a “fresh new look straight from the TV show” and this vibrant makeover continues with the return of Dora’s iconic Magical Adventures Backpack. “A key favourite, but with a brand-new look, the Magical Adventures Backpack will be making a highly anticipated return to the range later this year, as well as new products such as the Charm Bracelet based on fun and exciting gadgets and themes from the show,” Wendy reveals. Bright future Sparkling on the horizon, Mattel and Nickelodeon will also unveil a brand new toy line for Shimmer & Shine, a new property that debuted in 2015 on Nick Jr. The ﬁnal range is under wraps, but Wendy says: “We will continue to build on our strong partnership and look forward to the launch of Blaze and are very excited about the launch of Shimmer & Shine.” So watch this space!

www.ltwmag.com

01992 702 900 sales@danilo.com www.danilo.com

Calendars, Cards, Gift wrap & bags

Independent retailers contact Is It Art on 01926 747935

/DaniloCalendarsUK

@CalendarsUK

SPONGEBOB SQUAREPANTS

No problem-o it’s SpongeBob! Are you enchanted by his underworld? If Aye, Aye Captain is your answer and Krabby Patties are your things, then get up close and personal with the inhabitants of Bikini Bottom.

e’s the world’s most lovable sponge with his starﬁsh sidekick! They have the best of intentions but SpongeBob SquarePants and Patrick Star are always causing trouble … and plenty of laughs.

When he’s not at the Krusty Krab grilling up some epic Krabby Patties, SpongeBob can be found jellyﬁshing with Patrick, blowing bubbles, or annoying his favourite neighbour, Squidward. Master toy licensee Simba is a valuable partner

Bikini Bottom is home to the coolest creatures under the sea, and you can’t miss out on any of their adventures. Is mayonnaise an instrument? Read on to ﬁnd out. Ever-optimistic, irrepressible and beloved by fans of all ages, SpongeBob SquarePants has been charming audiences since his debut on Nickelodeon UK in 1999.

Submarine Superstar Quirky, crazy and very, very funny — the ultimate underwater character is SpongeBob SquarePants. Here you can get to know the characters a little better. SPONGEBOB Who lives in a pineapple under the sea? SpongeBob SquarePants … DUH! This super-happy sea creature is the Krusty Krab’s number one fry cook and Bikini Bottom’s best laugh. If you’re looking for non-stop entertainment, look no further. SpongeBob SquarePants is the funniest little fella under the sea. Likes: The Krusty Krab, bubble blowing, singing. 22 Dislikes: Days off, the dark, clowns.

PATRICK Have you been living under a rock? Well, Patrick Star has! Which is probably why he calls pencils “writing sticks” and he doesn’t know if mayonnaise is an instrument or not. Even though his attention span is approximately .02 seconds long, Patrick is still the sweetest starfish. Likes: Jellyfishing, donuts, sleeping. Dislikes: Spiders, thinking, bullies.

MR KRABS If Mr Krabs had a dollar for every time he thought about a dollar, he’d be a millionaire! For now, he’s the owner of the Krusty Krab, Bikini Bottom’s No 1 restaurant. This crab will do anything to make a buck. Luckily for him, SpongeBob is the most loyal employee around. Likes: Money, dollars, coins. Dislikes: The Chum Bucket, The Sea Chicken Shack, unhappy customers.

SQUIDWARD Squidward Tentacles is SpongeBob’s not-so-happy neighbour who would do anything to get away from him. Unfortunately for Squidward, he and SpongeBob are also co-workers at the Krusty Krab. This clarinetplaying cashier just wants some peace and quiet. Too bad, Squidward, you live in the rowdiest neighbourhood under the sea. Likes: Art, bubble baths, reading. Dislikes: SpongeBob, waking up, life in www.ltwmag.com general.

gnihtolc lla revoc eW .stluda rof strihs-t ypmitS & neR ot seiseno boBegnopS dna seltruT tnafni morf puorg ega yreve rof retac ew lerappa roF m demeht-nodnoL evisulcxe yrrac eW .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc edulcni seirogetac dlohesuoH .ralupop yllaer With his distinctive shape, colour and style, not to o mention his infectious laugh and happy outlook on life, SpongeBob SquarePants quarePants has become one of the most ost successful and entertaining characters acters of all time with the last ten en years seeing the property triumph riumph in every media and across every licence category where it has appeared. From the mind of marine biologist Stephen hen Hillenburg, SpongeBob SquarePants ants has grown to a true global franchise hise with the property’s unmistakable art style and sensibility gracing the small screen, the big screen, the catwalk, the supermarket aisle, race cars, theme park rides and more. Multi-billion pound Bikini Bottom Reaching more than £9.05billion ($13bn) in global retail sales to date, SpongeBob is a force within the international consumer product industry. The range of licences across which SpongeBob SquarePants can be found speaks to the enduring appeal and ever-inclusive nature of the property. Faith in the core attributes of the property and its pop culture currency means that SpongeBob SquarePants can and has been interpreted across multiple categories and products, all of which keeps the property vibrant.

There seems to be no end to success for Simba’s SpongeBob range, which spans the generational demographic

L Laugh your pants on! As the UK’s mostwatched show on kids’ TV for the past dozen years, the success of SpongeBob SquarePants is built on its fans and Nickelodeon has made a point of listening to them in order to make sure that Bikini Bottom stays relevant, fun and welcoming so the property never loses the underlying SpongeBob sensibility that has kept the brand so popular. Sixteen years after it sprang to life, SpongeBob shows no signs of slowing down and, in case you missed it, 2015 was a big year… The SpongeBob Movie demonstrated the power of the brand and its promotional strength. All this was reinforced with great retail support with sales up 732% year-onyear at movie launch. Yet again SpongeBob

has proven himself to be a fashion favourite with acclaimed Londonbased designer Beaxtrix Ong creating a luxury range of apparel and accessories. The collection launched at Collette in Paris and, thanks to its success, there will be a new one out in 2016. Appealing to a different audience, SpongeBob was also the star of the capsule collection with UK streetwear fashion brand HYPE. With more than 30 pieces in the collection and sell through of over half the lines within a few days, the collaborations show the property’s diverse appeal. What next?

In 2016 Nickelodeon looks forward to brand-new episodes with the launch of series nine, leading up to SpongeBob’s 200th episode. To celebrate, there will be a yearlong Laugh Your Pants Off marketing campaign on air and at retail to bring SpongeBob’s laughter to life. It will concentrate on all things Party with SpongeBob funny and returns to the core of what makes him such a lovable character. Celebrate with the world’s most famous Alongside this Simba is set sponge SpongeBob SquarePants. This to launch a brand-new range of underwater-themed partyware and products in two pulses across the p balloon range from Amscan is ideal for year — featuring new any fan of this much-loved Nickelodeon playsets, plush and character. The ensemble features a impulse lines. wide selection of foil and latex balloons ranging from Mini Shapes to Into 2017 and beyond AirWalkers. The party continues with an array of colourful tableware, there will be new fashion invitations, decorations and accessories. collaborations, new content, 360o marketing campaigns and much, SANDY PLANKTON GARY much more. Just because Sandy Sheldon J Plankton is a pintSpongeBob’s pet snail may seem And last but deﬁnitely Cheeks is a squirrel doesn’t sized microbe with an evil a bit simple, but Gary is actually not least, there’s the mean she can’t live at the plan … to steal the Krusty quite intelligent. Even though he can only announcement of bottom of the ocean. With her oxygen suit Krabs’ secret Krabby Patty recipe! Along meow, he dreams of mahogany bookshelves the third SpongeBob and glassed-in Treedome home, Sandy can with his computer wife K.A.R.E.N., Plankton and fine arts. Okay, so he can’t catch a frisbee SquarePants movie, breathe easy as Bikini Bottom’s only Texan. is always scheming to rule the restaurant or fetch slippers … but he can teleport and which is due for release From science experiments to extreme sports, business … and the world. Too bad his levitate. Gary’s the best pet snail around. in 2019.

Sandy is one well-rounded squirrel … and we’re not talking about her helmet. Likes: Science, karate, competition. JANUARY Dislikes: Sissies, losing,2016 Texas haters.

restaurant is called The Chum Bucket. Gross! Likes: Evil robots, K.A.R.E.N., world domination. Dislikes: The Krusty Krab, competition, failing.

Likes: SpongeBob, sleeping, poetry. Dislikes: Squidward, leashes, empty boxes of snail bites. 33

BLAZE

Let’s Blaze! Even pre-schoolers feel the need for speed and there’s nothing faster on the race track than Blaze! This new worldwide hit show is delighting audiences — get up close and personal with this science-loving speeder

AJ and Blaze

laze and the Monster Machines is a CG interactive series for pre-school children featuring Blaze, the world’s most amazing monster truck, and his driver and best friend 8-year-old AJ. The series follows their adventures in Axle City, a town populated with big-wheeled vehicles known as monster machines. Blaze is Axle City’s greatest hero and the champion of the racetrack! Whenever there’s trouble he’s the truck everyone turns to for help because he can do things no other truck can. Blaze has blazing speed, a special turbo boost that lets him accelerate and go faster than any other monster machine. But

“

Whenever there’s trouble Blaze is the truck everyone turns to because he can do things no other truck can — he can go faster than any other monster machine.

Blaze has more than just speed. He also has the power to transform into any other vehicle or machine! Using his engineering knowledge Blaze can add new parts to himself and change into anything. From a hydrofoil to a hang glider to even a hair dryer, if you can engineer it, Blaze can become it. AJ and the audience at home help Blaze on his adventures by exploring the physics of how things move, tackling problems and discovering the component parts needed to make everyday technologies work. CG animation not only gives the show strong visual appeal but helps magnify the action packed drama that features in each episode too. The bustling modern metropolis, Axle City nestled amongst snow-capped mountains and beautiful coastline has one famous attraction — the monster dome! On racing days, fans come to watch their favourite trucks compete in tire-screeching, mud-splattering races. Bright action packed visuals makes this show eye-catching and engaging for boys and girls!

Blaze Kids comment Cian (3) is a huge fan of Blaze and the Monster Machines; mum Aoife tell us why: “Cian loves anything with wheels so once he discovered Blaze we had a very happy household. The fact that the characters talk really amuses him. From a mum’s point of view, I’m really picky about what my boys watch on TV and what I like about Blaze is that it has a moral compass. We are now on the hunt for a Blaze bedspread though so do let me know where I can ﬁnd one!”

www.ltwmag.com

Who is the master toy licensee? driver brings technology into the Now for the science bit mix with his pair of Skywriting There is an upward trend among gloves, which let him sketch out parents to encourage learning diagrams to help illustrate how through play and entertainment scientiﬁc ideas work. Interaction and many studies indicate that the with pre-schoolers is key to the information passed on is retained series, as it encourages and digested more learning through asking readily and easily the audience for help in than using traditional Educational solving its missions. learning methods. appeal is Parents seem pleased to note that Blaze highlighted Speedy success centres on STEM Since debuting on through the (science, technology, Nick Jr. in March 2015, storylines as engineering and Blaze and the Monster Blaze takes on maths) teaching and Machines has shown a new problem that their little ones impressive viewer in each episode ratings leading to an are learning about through science increased demand for trajectory, gradients and angles at a young and engineering products from both age means that while parents and retailers. and AJ brings they may be a touch As a result Fishertechnology into too little to master Price brought forward the mix. these, they most the launch at toy certainly can absorb specialists across the the basics. UK to pre Christmas. Educational appeal is highlighted Encouraged by the excitement through the storylines as Blaze there is for the property further takes on a new problem in consumer product categories are each episode through science, set to roll out from spring-summer engineering and AJ, Blaze’s human 2016.

“

Fisher-Price, Nickelodeon’s master pre-school toy partner have created a toy range which will bring something different to the pre-school sector, offering children unique action-packed products that incorporate the STEM curriculum. The intro line focuses on the show’s breadth of characters through vehicles that will drive collectability and bring the characters’ unique personalities to life. Playsets will deliver on the speed, stunts and the storytelling of the show. Across the line STEM plus monster truck action will deliver a fresh take on a category.

With a unique formula there are four key attributes to the show…. Monster Trucks • A pre-schooler will be drawn to the world of Axle City, a city populated by big, fast, and furious monster trucks, each with unique appearances and personalities.

Fast-paced Adventure • The series is driven by action-packed, fast-paced adventures in and outside of Axle City with wild travel sequences, crazy jumps, and high-speed twists and turns.

Science, Technology, Engineering, Maths • This is the ﬁrst preschool television series to solely focus on the STEM (science, technology, engineering and maths) curriculum and introduces children to scientiﬁc principles in a fun and engaging way.

Comedy • With slapstick and physical humour, each character bring laughter and silliness to every episode, whether Crusher and Pickle end up ﬂat on their bellies in the mud pit or Blaze and AJ cross the ﬁnish line with leaf moustaches on their faces.

JANUARY 2016

DORA

Adventure of a lifetime Explore Nickelodeon’s plans for Dora’s modernised new series and how licensing is making everyday an adventure for young fans

or 15 years, Dora has been entertaining pre-schoolers around the world. But in the new, modern extension to the property, Dora has left the jungle and is taking on a brand new adventure exploring the city of Playa Verde with her new group of friends. This is no ordinary city, however, and around every corner there are magical worlds ﬁlled with surprises, obstacles and villains waiting to test her. New horizons Dora’s new group of friends — Kate, Naiya, Emma, Alana and Pablo — all have unique interests but share Dora’s passion for exploring, adventures and helping out in their community. Kate loves acting, Naiya enjoys science and maths, Emma’s musical, Alana loves playing football and looking after animals, and Pablo loves sports and adventures. With these new friendships, Dora is now more relatable to kids through her real life experiences. Dora has not left her bilingual talents behind, in the brand new series the second language is organically woven into the narrative and the songs. s. Music is an integral part of the show, ow, with catchy pop tunes throughout hout that help to drive storylines forward ward and always prove a hit with th pre-schoolers! In her new modern world, Dora now ow carries a smartphone, which also has a map app to help her on her adventures, es, and a magic charm bracelet et which she uses es to overcome obstacles and challenges by calling in bilingual phrases ses to bring the charms to life.

“

Dora is now more relatable to kids through her real life experiences

Power of play Fisher-Price is the master toy partner for Dora and Friends, aiming to bring to life the adventures of the show for every little girl through hands-on imaginative play that also helps to spark conversational skills. The bold and bright toys launched back in July 2015 with a range of beautiful dolls, playsets, magic charm bracelets, and even a train-and-play Perrito. With further expansion across hardlines and softlines planned for 2016, brand new product innovation is set to emulate the new and exciting content themes that are coming through in Series 2. From ballet to gymnastics, and even magical gy g unicorns, the e adventure a venture is set to ad come c me alive in the world co w of consumer products. produ Pioneering Pion onee on e rin content At A launch back b in in November Novembe 2014, and 20 2 014 014 1 , Dora an Friends: Frien nds Into nds: nd the t e City was th Nick Niick c Jr.’s best be launch, laun la au ch, and since then it has remaine remained firmly within the top five shows on the channel. When products hit h the shelves at retail in July, the property benefited from robust robu retail and consumer marketing campaigns, including the

Kids corner Dora has made a big impact in the life of little Cliodhna (3). Nick’s explorer has a firm fan favourite! Cliodhna’s mum Suzanne tells us why her daughter loves the show so much. “I actually remember when Dora first came onto our screens back in the early noughties. I wasn’t watching it then myself but I do recall the impact it had. It’s a really positive show for a young girl to watch because Dora is such an independent character and I think that influences Cliodhna. I’ve noticed that she references Dora quite a lot, particularly if we go for a walk in our nearby woods, and she has started to ask for Dora toys now too — so I guess that is going to be on my shopping list soon.”

channel’s eight-week long Sing A Long Summer with Dora and Friends on-air stunt. Bringing to life the musical element of the show, an experiential signing booth toured the country in partnership with Sky and Smyths Toys Superstores offering kids the chance to record themselves singing the Dora and Friends theme tune. Looking forward into 2016, Dora fans will be excited to hear that she will be reuniting with her old amigos Boots and Backpack in brand new episodes in Series 2. Not forgetting plenty of other themes, on-air stunts and marketing campaigns, the show is set to continue building momentum into 2016 and beyond. Bright, engaging and magical, every day is an adventure in the world of Dora and Friends.

www.ltwmag.com

Dora and Friends Dora

Emma

Naiya

Dora’s growing up and still going on magical adventures! She uses her problemsolving skills to discover new things about her city, her friends and in two languages. A musician, singer, athlete, and devoted student, Dora tries to ﬁnd new ways to give back to her family and community. As always, Dora is an active girl, ready for any adventure that may come her way.

Emma is the star of the school band and a great musician. She plays violin, piano, guitar and sings in two languages! She even works with the elementary band to teach them how to play like her. She works hard on her music and in her classes but her friends can always get her out on an adventure with them. Emma will go with her friends anywhere but always shines brightest on the stage!

Naiya is one of the smartest girls in school and great at solving puzzles. She’s a whiz at maths, science and learning new languages. She loves studying the stars in the night sky and the natural world around her. Naiya loves her city of Playa Verde and knows all about its history (and many of its secrets).

Alana Athletic, conﬁdent, bilingual and a great football player, Alana is the popular kid at school but never lets it stop her from being nice to others. Alana coaches a peewee football team, loves animals and volunteers at the local animal adoption shelter. Alana also has a hidden talent: she’s a gourmet chef in the making and loves to try any exotic food.

JANUARY 2016

Kate Kate loves to sing, dance, act, and grab the spotlight whenever she can! Artistic Kate is known in school for her colourful personality. She likes to read stories and trade books with Dora but she loves to make her own stories as well, writing plays for the neighbourhood kids and dressing up in costumes whenever she feels like it.

Pablo Dora’s classmate Pablo is one of her best friends in the city. He’s energetic, playful, smart and can solve any problem, even if it’s by accident! Pablo is always on-thego and excited to join Dora’s adventures but he can get distracted easily. Still, Dora’s bilingual buddy is always ready for adventure.

tius ot selyts edulcni snoitcelloc lerappa ehT .raewretuo ot raewrednu morf seirogetac gnihtolc lla revoc eW .stluda rof strihs-t ypmitS & ne ,seitlevon ,esidnahcrem demeht-nodnoL evisulcxe yrrac eW .spuc dna sgum ,stes rennid loohcs-erp ,steknalb ,snoihsuc edulcni seirogeta htiw

SHIMMER & SHINE

Genie - us in a bottle! Best friends, magic, sparkle and loads of laughs — what every little girl loves — and Nick Jr.’s new show has all this, and more, in abundance! Let’s get up close and personal with these bewitching twins and their pals

himmer and Shine is a magical brand-new CG animated series following genie-in-training twin sisters, Shimmer and Shine, and Leah, their best friend. The show is centred on magic, wishes, friendship and humour. In each episode, Leah is faced with a problem that requires help from her friends. Shimmer and Shine’s naiveté about the human world causes them to always wish up the wrong things, sending the girls on dynamic adventures. Ultimately, through teamwork, the genies and Leah must ﬁnd a way to ﬁx the problem without the use of wishes. What a girl wants Whilst focusing more on humour,

NAHAL

Cast a spell! Get to know the enchanting entertainers that are the Shimmer and Shine characters SHIMMER Shimmer is all heart. A sweet, loveable ball of energy who is always looking for ways to maximise the fun. She’s bright, cheerful, giggly and an eternally optimistic dreamer. Always having the time of her life, Shimmer loves nothing more than doing what she’s doing at any given moment. She thinks her sister Shine has the best ideas and wherever she goes, her pet gibbon monkey Tala, is always by her side.

mischief and adventure the show introduces a social-emotional curriculum emphasising the importance of teamwork, resilience and overcoming obstacles. Throughout the series, we try to show our audience to look at mistakes from a different point of view and think creatively about how to problem solve. As well as this, the animation team behind the show are using a unique and innovative style. Breaking all the rules of TV animation with how ornate and beautiful the designs are, they are working with a studio that is creating custom made programmes to achieve a style that hasn’t been done for TV. Not only are we the only ones using this system, but

SHINE Shine is sassy, courageous, confident, bold and witty. Even though they’re twins, Shine comes across as the older sister (technically she is, but only by a minute). Shine has plenty of words of wisdom … that she makes up on the spot. She can’t be tied down by seriousness, formalities or etiquette but the one thing that makes Shine melt is animals, especially her pet Bengal tiger cub Nahal.

Nahal is Shine’s Bengal tiger cub. This cute kitty likes to pounce on whatever strikes her fancy – anything from food to a toy she can bat around with her paw. Like her owner, Nahal is silly and feisty, but she can also be a bit of a scaredycat. She tends to be more cautious than Tala and is easily startled by sudden movements and sounds. But Nahal melts any time Shine scratches her belly.

TALA Shimmer’s gibbon monkey is a sweet, playful goofball who likes to climb all over Shimmer and sit on her shoulders and head. She’ll also climb just about anything to reach whatever shiny object catches her eye. Tala has a touch of

www.ltwmag.com

& neR ot seiseno boBegnopS dna seltruT tnafni getac dlohesuoH .ralupop yllaer si ylimaf tiw ralupop ylemertxe era syot hsulp

it will allow us to push our imaginations beyond anything else that is out there at the moment. Plus, to show our commitment to this show, Series 2 and 3 were greenlit before the show even launched on Nick Jr. in the UK. With Series 1 proving to be an on air hit, here is a sneak peak into Series 2… The series will explore Zahramay Falls and the genies’ palace and expand their world with other animals and characters, including some magical villains. Adventures will take to the water with boats and beaches and even see episodes where our genies transform into ballerinas! Overall the property is set to sprinkle a dose of magic and sparkle

morf puorg ega elohw eht

Kid’s corner Singing, dancing, and generally ruling the roost are ﬁve-year-old Sadhbh’s favourite things. Having recently started “big school”, Sadhbh’s mum Suzanne says that her daughter is really starting to notice how relationships work in the real world. Shimmer and Shine is now Sadhbh’s favourite ZAC TVs programme and she Sweet, quirky, and kind-hearted Zac is Leah’ good friend and next-door neighbour. Zac explains why in her own is bright and goofy, but in an endearing words. way. He has an amazing ability to shrug away “I like Shimmer and the weird genie stuff happening around him, often sharing a ridiculous story from his own experiences to justify the Shine because it is all shenanigans Leah finds herself involved in. purple and pink and those are my favourite colours. I have a friend called Leah and there is a girl called Leah in the show so that makes me like it too. The show is all about magic and friends too and I like that.”

through the pre-school girls’ market, from charming characters to brand new themes and an innovative product line, the show is sure to be a hit. With a robust consumer product roll-out plan to swiftly follow in autumnwinter 2017 stay tuned as we announce of ﬂurry of new partners very soon.

vanity and loves to dress up and look at herself in the mirror. Her endless curiosity can make her a bit of an accidental troublemaker. She’s never mean or annoying, but curiosity and mischief are a big part of her monkey nature.

LEAH Leah is warm, caring and thrilled to have secret genies as her best friends. Sensitive to others’ feelings, she does whatever it takes to make the people she cares about happy. Leah is straightforward, honest, and very patient … and thank goodness, because her genies make a lot of mistakes.! She is also the most grounded of the trio. Her natural instinct is to be calm and to think things through before she acts, so having Shimmer and Shine as her genies keeps her on her toes!

JANUARY 2016

yreve rof retac ew lerappa roF rof raewegnuoL dna sega lla elbagguh ruO .syot dna stfig .enoyreve

WISSPER

Let’s shout

Show facts ● Currently airs on Milkshake (launched back in October 2015) ● Produced by m4e AG and Absolutely Cuckoo ● Created by Dan Good ● Full consumer products roll out in 2017

per, I can s s i W

ar you! he

Entering Wissper’s sper’s world But how doess Wissper get to their worlds? She opens the fridge to step into the Ice World, the Forest World is under her bed, the living room carpet blooms into the Grass World, the sand pit in the back garden becomes the Desert World and the Water World bubbles up through her bath water.

t! gh

special she is.. Wissper can an talk to animals ls so, when she hears them calling, she always helps.

oming to m c s

e things r i ak

Welcome to Wissper’s world When we ﬁrst meet Wissper it is in her home with her parents and brother. Wissper is clearly an

sts! ore nf

issper is a regular, if sometimes quirky, little girl. Except for one little thing: she can talk to animals! She can sense their feelings, empathise with their problems and hear their voices — and the animals know this. Creatures of all shapes and sizes seem to instinctively know that when they have a problem, Wissper will ﬁnd the solution. Wissper the animal whisperer is a natural heroine for young viewers everywhere.

extraordinary y girl and mbling rai u it soon becomes mes R obvious just how

Wisspe r’

This year sees the launch of a modern-day Dr Doolittle with cute characters and the delightful Wissper. Read on to learn more about the animal-loving little girl who can chat to all creatures great and small.

Who is Wissper? She is a 7-year-old girl, who was born with the magical ability to whisper to animals and she has a loving connection to all creatures. By using the magic words “Shhh Shh Shhh!...” Wissper can transport herself to anywhere there’s an animal in trouble. She is very sweet natured — except when animals are behaving badly. And when she needs help, she can summon one of her seven animal friends.

22 22

DIGBY

is on ﬁre! Ab brand d new property about b a non-ﬂying but gentle dragon is about to set the world alight!

nother of Blue Zoo’s hot properties, and one about which they are incredibly excited is Digby Dragon. Due to broadcast on Nickelodeon, which has also picked up the consumer products rights, Digby is a real labour of love for Blue Zoo. Digby came to Blue Zoo through artist Sally Hunter who presented the team with her original sketches. Sally is the woman behind Humphrey’s Corner which launched in 1998 and generated £200million in retail revenue. Digby is a character she has drawn for 25 years, ﬁrst created when she was visiting her grandmother in Scotland. Blue Zoo quickly felt a connection and believed that a great creative partnership could be created. “We simply fell in love with the characters,” explains Daniel Ismail, Blue Zoo Animation Studio’s Chief Operating Ofﬁcer. “Sally knew the characters but she didn’t know how to write their stories or how to make a TV show.” Taking Sally’s original concept, Blue Zoo skewed Digby towards an older audience so that they could have more ambitious storylines rather than those aimed at a pre-school market. The deal with Nickelodeon seemed a natural and happy option. Daniel explains: “We have been working for several years with Nick on various pieces of IP, when they saw our

pitch they immediately fell in love with the characters, Digby’s world, and the potential for both a brilliant show and great merchandising.” And the rest is history. Daniel and the Blue Zoo team knew that Nickelodeon were the right crew to propel Digby on to the worldwide stage and help develop the show into a compelling smash-hit show. “On a brand that looks like it’s going to be a worldwide hit, it’s crucial to have a big player in your corner,” says Daniel. “Nick has a great reach both here in the UK and right around the world. “Certainly being attached to Nick provides a huge boost for the property.” But it doesn’t end there — the future is already bright for Digby Dragon. “Series 2 of Digby is already in discussion, master toy licence meetings are underway, more channels right around the world are picking up the show each month — we see a lot of opportunities and growth right now”, reveals Daniel.

Meet the magic dragon Digby He’s a kind-hearted, brave, determined and heroic type of fellow but Digby is a little too generous and trusting and unfortunately, he can’t ﬂy or breathe ﬁre which makes him a little ineffective at being a dragon.

Fizzy Fizzy is a fairy who is ever the optimist. She’s creative, affectionate, faithful and can bake. However, Fizzy gets quite distracted by the world, isn’t the best at magic and lacks a bit of common sense.

Grumpy Grumpy is an elf who is resourceful, patient and oh-soknowledgeable but he suffers from being a bit pessimistic and, you guessed it, grumpy.

Chips Chips is a nut-mad energetic squirrel. An optimist who is full of energy, Chips also gets easily distracted and has a short memory span and can be naively fearless

JANUARY 2016

Marianne James, VP Marketing and Consumer Products Nickelodeon says: “We are going to be strategic with the marketing for the series — making the most of our own digital, on air and social channels as well as competitor channels to ensure that audiences are aware of and excited for the show. The series launch will also be supported with PR outreach across TV and parental press as well as bloggers. “It is a pre-school property and we believe ranges such as forest playsets, vehicles and plush would work well. Dress up and role play would lend themselves well along with sleepwear and select apparel.”

LILY’S DRIFTWOOD BAY

Catch Lily’s Drift Nick Jr. broadcasts one of the most original and quirky shows on kids’ TV – Lily’s Driftwood Bay. The British production boasts a fantastic voice cast and transports viewers to a make-believe place which leaves you all warm and fuzzy inside! We catch up with Colin Williams, Creative Director of Sizteen South, the company which brings Lily’s Driftwood Bay to our screens and who is passionate about making the show as beautiful as it is.

Who is Lily?

STEPHEN

G AND STA

JANE AND WEE RABBIT

RIC

Lily is a six year old girl who lives with her dad in a singleparent family on a remote island in the middle of nowhere. From the window of her beach hut, she can see Driftwood Bay. Every day a new sea treasure washes ashore and, as she wond wonders what it might s is transported be, she he imagination to in her a community of characters that live on a makeb believe island.

AN DD AD

AND ARDAL

BULL

ILY

ND L

A AGH ORL

Colin says: supporters and they were the ones It all started in autumn 2009 that had the belief in me, us and the when my daughter’s friend’s show. They came on-board a few mum’s friend asked me if she months later, just after Kidscreen, could send me pictures of committing to the show after just some art that she had made seeing a show bible and animation – they were quirky animals test. They are great partners! that were made from pieces I think that success of stone, shell and builds success – we hope other stuff that had to continue rolling the been washed up on From the show out internationally. the beach. beginning It airs in over 30 countries I loved the idea Nickelodeon and broadcasts daily of making art from were huge in the US, Australia, things that people Scandanavia, Hong Kong had thrown away, supporters and across Europe and so we bought the Colin Williams, on Netflix. It launches on idea - and spent Sizteen South Piwi+ in France and on the next five KiKa in Germany in early years creating a 2016. children’s television We want to see show based it spread into every on community, continent and every inter-generational country. We’re in relationships and production on series two creativity – a show and we’ve got lots of where everything exciting news coming up in 2016. is organic – everything onThe show has been described to screen, all music is real and us as a modern classic and that’s a played live, and all sounds are huge compliment to us. recorded from real beach. Quality is paramount in everything we do – it’s a storyWorking with Nickelodeon driven show and we put a huge and creating brand values emphasis in writing stories that hold I remember pitching the show r up a mirror to a child’s real world. for fo the first time at MipCom and We deal with the good and bad showed it to most of the major sh sides of life. international broadcasters at that in It’s a very visual show too but market. From the beginning, m Nickelodeon UK were huge actually, before we animated a single frame, I worked with to create the our composer com sound of Driftwood Bay – it’s a modern mode folk sound – and the sound very much influenced the visuals. v I wanted to create a stop-motion feeling show sto without being limited wit

www.ltwmag.com w w

22 ANNETTE AND NONNA

PETER AND SALTY

EKA TAM

AND

SIE HAT

to the restrictions of traditional It has a lot of life lessons and we’ve stop-motion, so we created a set covered topics like pollution, birth, of rules for design, animation and death and are dealing with topics sound which we are such as dementia as well. very strict about and which ultimately give On working with a topWe’ve it the feeling of a show quality cast almost lost that feels like a modern In creating the show, we the sense of classic. Lily is a modern had some initial artwork community girl with old fashioned based on a family of and Driftwood characters – but they values. Bay aims to Lily is a six year old had little character and girl who has sand under personality. reignite this her fingernails, shells in In writing, it’s true that Colin Williams, her pocket and seaweed much of what you write Sizteen South on her boots. She’s a real comes from what you girl, and she is defined know – and the cast were by her personality – all chosen based on great spirited, passionate, characters that they’d kind, compassionate and previously played. All of caring. She’s not perfect them played characters though and can rush headfirst into that I adored too. a situation and annoy lots of people We contacted each of them, told too. them about the show, why we were The show focuses on a threemaking it and why we wanted them generation community and promotes – and they all said yes! They really inter-generational relationships in are a brilliant cast and they’re each a non-blood related environment. loving bringing their characters to We’ve almost lost the sense of life. They give the show a stamp of community and Driftwood Bay aims credibility. Big-name actors are really to reignite this. It’s also a show about busy and they’ll only get involved in creativity and making good use of projects that they really want to do. the things that people throw away. They have to love the stories!

What next for Lily’s Driftwood Bay? We’re working closely with the Nickelodeon team on securing some high-proﬁle licence and retail partners. We are looking forward to revealing all in the next few months. 2016 is a very exciting year for Lily and her friends – we launch Lily’s Driftwood Bay at retail, we deliver another 52 episodes, we launch on the biggest children’s broadcasters in France and Germany and look forward to more nominations and awards too! And ﬁnally, we’ll begin drafting out some new episodes as well as some specials too.

COLIN WILLIAMS

JANUARY 2016

Meet the team Get in touch with the UK Nickelodeon team who bring the licences to life

Marianne James VP, Consumer Products UK & Ireland & European Retail Sales and Marketing Marianne.James@vimn.com

Adam Reed

Ashley Holman

Amelia Bedford

Senior Director of UK Hardlines and Business Development Ashley.Holman@nickelodeon.co.uk

Senior Manager – Licensing EMEA, International Media and Publishing Amelia.Bedford@vimn.com

Jess Brown

UK Marketing Director Adam.Reed@nickelodeon.co.uk

Director of UK Softlines and European DTR Jess.Brown@Nickelodeon.co.uk

Katie Ball

Soﬁa Frode

Sarah Patel

Softlines Category Manager Soﬁa.Frode@nickelodeon.co.uk

UK Retail Marketing Executive Sarah.Patel@nickelodeon.co.uk

Charlotte Boyce

Amandine Soares

European Retail Campaign Manager Charlotte.Boyce@vimn.com

Fashion Graphic Designer Amandine.Soares@nickelodeon.co.uk

UK Retail Sales Coordinator Katie.Ball@nickelodeon.co.uk

For more information please contact consumer products@nickelodeon.co.uk

© 2016 Viacom International Inc. All Rights Reserved. SpongeBob SquarePants created by Stephen Hillenburg. TEENAGE MUTANT NINJA TURTLES © Viacom Overseas Holdings C.V. © 2016 Viacom International Inc. All Rights Reserved. PAW PATROL © 2016 Spin Master. All Rights Reserved. Lily’s Driftwood Bay™ © Copyright Sixteen South Limited 2016. Lily’s Driftwood Bay™ and Driftwood Bay® and logo, characters and elements are trademarks of Sixteen South Limited. All rights reserved. DIGBY DRAGON © Fizzy Productions Ltd. 2016 All rights reserved. © 2016 Wissper Ltd.