Licensing News – licensed products and what brands are up to

Blade

sharpens up

Battle franchise Beyblade has been keeping itself busy with a number of high-profile collaborations over the past few weeks, working with key support from Japanese IP specialist ADK Emotions and Hasbro.

The raft of activity has seen the brand working with the likes of WWE, on its end of November Survivor Series event; with online game Roblox to create “We pride ourselves on our agility a branded in-game activation, and creativity, and also appearing at the huge and the speed Anime NYC event hosting a panel at which we looking at the brand’s toy design and animation process. “We pride ourselves on our continue to adapt to a agility and creativity, and the constantly speed at which we continue to changing adapt to a constantly changing landscape” landscape,” says an ADK Emotions NY representative. “We’re able to adjust our strategy quickly to speak to consumers wherever they congregate – be it online or at live events – and as we continue to power Beyblade into the future, we’ll be looking for new partnerships in licensing, merchandising and content categories across an increasingly wide range of platforms, while staying true to the Beyblade values of community and creativity.” BBC star Bluey cemented his growing global reputation by making his first appearance in the world-famous Macy’s Thanksgiving Day Parade in the US.

A giant balloon featuring the loveable puppy’s face was specially created for the huge event, marking the latest in his bid for world domination.

The helium-filled creation measured 51ft long, 37ft wide and 52ft tall. As the announcement noted: “That’s about as tall as a four-storey building and stretches as wide as seven taxi cabs.” It was hand-painted, using some 50 gallons of blue paint.

The Thanksgiving Day Parade appearance came as the feature Bluey’s Big Play premiered at cinemas in the US, with voice talents Dave McCormack and Melanie Zanetti appearing on the high-profile Jimmy Fallon chat show.

Bluey airs in more than 60 countries and, as the BBC noted: “In Australia, Bluey has been the number one children’s programme since launch in October 2018. It’s a standout series in the US too and ranks in Neilsen’s Top 10 titles on Streaming and Top 10 Acquired titles. Over in the UK, Bluey has been streamed on BBC iPlayer over 140 million times since it launched in April 2021.”

The organisation added: “Additionally, there are 8 Regional Bluey YouTube channels, with a combined 83.5 million hours of total watch time.’’

Elf gets Happy

Rocket Licensing has worked with the Lumistella Company and McDonald’s in a move that has seen the first-ever Happy Meal featuring the Elf on the Shelf characters. The meal offer saw branded packaging, and a choice of one of ten North Pole plush characters – The Elf on the Shelf Scout Elves, Elf Pets and Elf Mates toys - or one of two books: Merry Christmas, It’s Your Elf and Merry Christmas, It’s Your Reindeer being offered from the middle of November until just five days before Christmas.

As well as offers, activity sheets and other in-store elements, the Meals are also being supported by marketing across assorted media, including TV advertising.

Christa Pitts, co-CEO at The Lumistella Company said: “This The Elf on the Shelf Happy Meal brings together these much-loved brands and characters.’’

Bluey

gives Thanks

Meekah not mild

The Blippi franchise has expanded with the launch of a new series devoted to the adventures of the character’s best pal Meekah.

And as well as the new Netflix series, which began streaming on December 1, Meekah will also appear in a dedicated YouTube series, an album and merchandise including T-shirts, Halloween outfits and a doll from partner Jazwares.

“Meekah is our first addition to the Blippi universe and she has proven to be an instant hit. In fact, we see a double-digit increase in viewers for episodes that feature Meekah,” said Andy Yeatman, MD Director, Americas, Moonbug Entertainment.

In the mix

Bulldog Licensing has announced two new licences for Moose Toys’ Magic Mixies brand, which has continued to grow this year after its 2021 launch.

The brand, which shot to acclaim in Magic Mixies Magic Cauldron series, has expanded to include offshoot the Mixlings, which feature in a series of collectables released in May as well as the Magic Mixies Mixlings Magic Castle Playset, which features in this year’s DreamToys, and the Magic Mixies Crystal Ball. It has also expanded into a YouTube series.

Two new deals have been inked with health and beauty company Kokomo for a series of bath, body, dental and gifting products and RJ Bags for backpacks, bags and umbrellas.