11 minute read
Toys For Adults - a review of products with cross generational appeal
Fully licensed
Licensed products are always popular, and with the movie business back in full swing, this trend looks set to continue. TnP talks to licensed toy suppliers to fi nd out what retailers can expect from them in the next few months
Llyr Lewis
Senior Director, Licensing,
EMEA & APAC
Spin Master Tell us about your company and its Tell us about your company and its licensed products. licensed products.
In addition to our own IP, we are the entrusted licensee for leading franchises including Warner Bros. Consumer Products’ (DC Universe Wizarding World), FELD Entertainment Inc. (Monster Jam, Supercross), and Riot Games (League of Legends). Our focus is to reimagine where imagination can take us for each one of these properties and ultimately deliver innovative toys and magical experiences for kids and their families globally.
Some exciting products to look out for this holiday season in Spin Master’s licensed portfolio include a heroic 83cm tall Batman Transforming Playset, which will be a hit with any Batman fan. Or if you are a huge Harry Potter fan like me, you’ll be looking forward to experiencing the magic of the Wizarding World with the Magical Minis Hogwarts Castle.
What do you see as the big licences for 2022?
The DC Universe is heading into a big year in 2022, with no less than four major movie releases within the portfolio: The Batman, Black Adam, The Flash & Aquaman 2.
And if that wasn’t enough, the third instalment of the Fantastic Beasts series - Fantastic Beasts: The Secrets of Dumbledore - is also set to release in March to enchant audiences, and further drive awareness of and demand for WB’s Wizarding World.
Licensing is very important to us, and while we have a reputation for developing our own independent IP, we are also known to be a trusted steward of legacy brands. We are constantly seeking and evaluating new opportunities, whether it be established franchises or smaller ‘toyetic’ properties that have the potential to break out. Over the next year, we are excited to be partnering with Universal Brand Development on Gabby’s Dollhouse: a DreamWorks Animation preschool series anchored by an evergreen dollhouse play pattern. Gabby’s Dollhouse toys have already seen exceptionally strong results out of the gate this Autumn in the US, with Gabby fans eager to play, engage and interact with their favourite characters from the show.
Scott Eden
Design Director Wilton Bradley Tell us about your company and its licensed products.
We have signed up to licensing deals in the past to support our existing product ranges, such as our Great British Sewing Bee sewing machines and accessories, and X-Factor Mi-Mic Karaoke microphones, as an option within our successful Mi Mic Ranges.
We made the decision to invest in offi cially licensed products for all of our ride-on vehicles - this ensures the best quality and design and gives us exclusivity in the market.
We also have the licence for certain product categories with Volkswagen, ranging from lunch boxes to beach towels and sleeping bags. New for 2022 will be a wash bag in the two best-selling colours.
Our newest licensed range is in partnership with The Great British Bake Off’s Nadiya Hussain. Together, we’ve developed a new product range called Bake me a Story, which contains a range of baking and cooking sets with smaller tools perfect for smaller hands. Part of the Nadiya baking range was based around the idea of family interactions between parents and children, with the whole family coming together to get creative in the kitchen. We saw there was a gap in children’s baking and at a very similar time we started talking to Nadiya, so coincidentally it tied together really well. She’s been very inspiring to work with and very like-minded.
We see licensing slightly differently than much of the toy trade. We choose to work with like-minded, likehearted people and businesses to develop a product together, rather than focusing on the newest movie or YouTube stars.
Phil Ratcliffe
Joint Managing Director MV Sports & Leisure Tell us about your company and its licensed products.
With an unrivalled portfolio of classic and hot licences, our range covers everything from a fi rst sit & ride, through trikes and scooters and on to skateboards and bikes.
What do you see as the big licences for 2022?
Evergreens such as Paw Patrol, Peppa Pig, Spider-Man, Batman, Disney Princess and Barbie will continue to fl ourish. However, newcomers such as Cocomelon, Bluey and Lightyear look promising for next year.
Licensing is important and offers constant variety and innovation as the various licences evolve. Look out for some exciting developments on our Nerf ranges and refreshes to some of our evergreen properties as well as new launches such as Bluey and Lightyear.
In our category the licence usually must have the credentials to succeed in the toy space or is already selling well. We are constantly on the lookout for new licences and shortlist various properties before making a proposal. Key to success are awareness levels, depth and richness of content and success/performance in other countries/sectors.
A collection built on gaming fun
SIMBA SMOBY TOYS UK
01620 674 778 sales@simbasmoby.com
Simba Smoby Toys UK’s licenced lines include several from the realm of console and mobile gaming: Super Mario, Animal Crossing, and Minecraft.
For Super Mario - the video game franchise seeing a strong brand resurgence thanks to the success of Nintendo Switch - Simba Smoby Toys UK is set to introduce a new licensed plush collection ahead of Christmas 2021, which will include a variety of different sized plush pals: 20cm, 30cm and 50cm. There will also be fi ve Super Mario 12.5cm Plush Key Chains to collect: Mario, Luigi, Toad, Yoshi, and Peach.
Also launching ahead of the festive period is a second licenced plush collection from Nickelodeon: Animal Crossing. This record-breaking game has been embraced by a world in isolation, with a fan base that has come to include many a celeb. And the plush range is sure to have the same appeal, with Animal Crossing characters available as 15cm belt clips, as well as 25cm and 40cm solids.
And from the award-winning, blocky world of Minecraft, comes a collection from Jada Toys. Enabling fans to continue the building fun with all their favourite characters, the 4cm tall Minecraft Nano Metal Figures are available as single blind-bagged fi gures, and as a 20-fi gure collector’s pack.
Play ideas for all
FLAIR
0208 643 0320 sales@fl airplc.co.uk
From MonsterVerse and CoComelon to Blue’s Clues & You, Flair and Just Play’s licensing portfolio presents something for all ages and interests.
First, Flair and Just Play introduces the CoComelon early learning toys, which are designed to extend the CoComelon experience beyond the screen. There’s JJ’s My First Learning Phone, an interactive toy phone that helps children discover core learning and developmental skills through play. It features buttons with more than 50 different learning phrases, songs, and sounds to help teach letters, numbers, colours, shapes and more. There’s also the Musical Learning Bus, which sees JJ take little learners on an educational adventure, with four modes of play: Letters, Animals, Games and Numbers. Finally, don’t miss My Friend JJ: this 3D JJ has four interactive buttons to familiarise
kids with colours, shapes, numbers, and letters.
Popular among kidult collectors is MonsterVerse. The range now includes a selection of fi gures launched to support the box offi ce release of Godzilla vs. Kong. The MonsterVerse Godzilla vs. Kong range includes a line-up of 6in articulated movie fi gures including Mechagodzilla, which features a removable ‘battle damage’ piece to recreate the impact of monster battles. There are also larger articulated characters available, allowing fans to recreate battle action on a bigger scale. Look out for the 11in Giant Godzilla and Kong assortment, and the 13in Mega Godzilla and Mega Kong fi gures, which have lights and sounds features, and a unique mechanical battle action.
Meanwhile, preschoolers can’t get enough of Flair and Just Play’s Master Toy line for Blue’s Clues & You. The range covers all core categories, bringing the fun learning show to life for fans. There’s feature plush that captures Blue’s lovable personality. A must-see is PeekA-Blue and Peeka-Boo Magenta - they play an exciting game of peek-a-boo! There is also DanceAlong Blue, who dances along to the show’s theme song, as well as collectable fi gures and actionpacked playsets including Blue’s House Playset. The roleplay collection includes items that will be instantly recognisable from the show such as The Ultimate Handy Dandy Notebook, Sing-Along Guitar, and Mail Time with Mailbox.
Cool
camping
WILTON BRADLEY
01626 835400 www.wiltonbradley.com
Wilton Bradley has partnered with the Volkswagen brand for its official licensed VW camping, festival, and beach product range. A best-selling and award-winning product within the range is the Official Volkswagen Kids Camper Van Tent. Based on the original T1 camper van, this mini version of the 1965 classic is just like the real thing!
Unzip the tent out of the matching wheel carry storage bag and the tent ‘pops up’ in seconds: a few poles to install and it’s ready to use in minutes. Taking down is just as simple, and the bag makes transporting and storing this tent easy.
Able to accommodate up to three children, the product comes with side and rear doors and even has an opening safari window. Providing UPF 50+ protection, it’s a great choice for parents looking to protect their kids from the sun during a day at the beach, park or even festival. The tent is available in three colours: Dove Blue, Titan Red and Pink.
Licensed heavyweights
CHARACTER OPTIONS
sales@charactergroup.plc.uk 0161 633 9800 Character Options’ portfolio of licensed brands, which includes the preschool favourites of Ben & Holly’s Little Kingdom and Fireman Sam, continues to go from strength to strength with a host of new launches.
Not to be missed in the Ben & Holly’s Little Kingdom collection is the Big Meadow Campervan. Perfect for imaginative play, kids can take Ben & Holly on a camping adventure with this free-wheeling campervan. It comes with a Ben Elf and a Princess Holly figure, plus lots of camping trip accessories. Children can lift off the roof to begin the fun, revealing the camping equipment stored inside, as well as a hidden bed compartment. Removable seats, a tent, picnic table, blanket, plates, and teapot are included. There are even two bikes that can be stored in a roof rack for Ben and Holly to ride on their trips away.
Also new is Holly’s Sparkle and Spell Wand. This toy comes with three play modes: Lights and Sounds, Silly Spells (with three different funny spells) or Colour and Spell, which lets kids make up their own spells.
Meanwhile, everyone’s favourite hero next door is back with the Fireman Sam Electronic Spray and Play Jupiter fire engine. Preschoolers can operate the flashing lights and siren sounds, then douse make-believe fires using the pump action water cannon. There’s also an extendable rescue ladder platform, opening panels and doors. An articulated Fireman Sam figure is included, to drive to the next rescue. There’s also the Fireman Sam Fire Rescue Centre Playset, which opens up to reveal the feature-packed firefighters’ HQ. This two-storey playset has a working zip wire, platform with pulley and training dolly, and control centre unit.
Fun for Q4
WINNING MOVES
020 3920 8151 www.winningmoves.co.uk
This Q4, Winning Moves will launch James Bond Cluedo, in line with the muchanticipated new release, No Time To Die. Fans aged eight-plus can embark on discovering the identity of the 00 agent killer, where it took place, and with what weapon. It’s perfect family fun round the Christmas table, and a great complement to Winning Moves’ Top Trumps Quiz, Monopoly, 1,000-piece puzzles, and Everyday Assignments and Gadgets & Vehicles Limited Edition Top Trumps.
Plus, a 500-piece and 250-piece Among Us puzzle will be available in October and November respectively, with a 1,000-piece puzzle coming early in the New Year.
And nothing screams festive cheer like Buddy the Elf. Families and friends can gather to build the new 1,000-piece puzzle, which contains memorable images from the film, while the kids can entertain themselves with Elf Top Trumps Match - the board game that requires players to match five in a row, or steal the game from their opponent with a Top Trumps-style twist.
