Character licensing – fan favourites from the movies, TV and more

Strength of character

Licensed toys have had a cracking year so far, and with movies, TV and online content driving demand, the future looks bright for this sector

With licensed toys making up almost 29% of toy market Streaming services, online “

ecommerce

value (NPD, YTD July 2022), it’s clearly a category that can’t be ignored.

Films and videogames are two categories showing fastest growth since 2019 – perhaps not surprising after the reopening of cinemas post pandemic. And of course the popularity of Pokémon cards (and in turn related toys such as plush and action figures) is something that many of the retailers TnP talks to mention when talking about bestsellers.

Mike O’Connell, managing director for dress-up specialist Rubies, has seen the effects for himself: “We’re excited to see the market hasn’t only bounced back to prepandemic level, but it’s even surpassed levels we saw previously. As we go through another trade peak period with Halloween and Christmas, it’s great to see people celebrating and getting into the festive spirit with our costumes.’’

Tomy has also seen how well its character licensed toys have been doing, says senior brand manager Helena Stacey: “What’s evident from market insights is that character licensed toys continue to outperform the rest of the toy market. We’re seeing this popularity with licences translate into our own ranges. Our Peppa Pig Bath line is

platforms and everything internetoriented show no signs of slowing down

in dominating the market “ Mike O’Connell, managing director, Rubies

going from strength to strength with double-digit growth year on year, as well as our Club Mocchi Mocchi Gaming & Anime Licensed plush range, which has been doing well over the past 18 months.’’

Gary Pope, CEO and co-founder of research, strategy and creative agency Kids Industries, has been excited by the licensed products coming onto the market: “The character licensed toys space has been getting a good deal more exciting of late with some really lovely products breaking through across the age ranges. “Gabby’s Dollhouse is a standout for me – the perfect late preschool-plus proposition. Mixed live action, culturally attuned and lots of cats – what’s not to like? Jurassic also seems to be a roaring success. The way NBC has built and played this franchise, for me at least, is a masterclass. And I love Wow Stuff’s Blue. “In terms of the most powerful superheroes - well, the conversations we’re having with children and families seem to have Marvel edging above DC.”

Tomy has also seen impressive performance from preschool licences, says Helena Stcey at Tomy: “Our Peppa range is continuously in the top spots of licences and our Toomies range has also been popular.’’

And she also notes the rise in popularity of gaming licences: “They have made great activities for getting the family together. Within our Club Mocchi Mocchi range, Super Mario, Kirby and Sonic have been the standout performers.’’

Meanwhile, at Rubies, it’s the movie licences that are drawing in customers: “As always, big blockbuster releases can drive unprecedented interest in licences and costumes. For example, our Black Adam and League of SuperPets costumes from DC are seeing a high amount of demand at the moment, which will only continue to soar when they inevitably get released onto

Character Options

streaming platforms’’ says Mike O’Connell.

He also adds that streaming services, online e-commerce platforms and everything internetoriented show no signs of slowing down in dominating the market.

“This in turn reflects the trends in licensed products, focusing on products from online services like our Spidey and his Amazing Friends costumes, which are some of the most popular costumes at the moment for the preschool market.

“The growth of streaming has absolutely changed the market - for the better. Disney+ and all of the other streaming platforms have allowed consumers access to more media than ever before - and all from the comfort of their own home. This in turn has allowed the market to become more diverse, with more costumes, dress-up and characters than ever before.’’ So what other licences are doing well at the moment? For Tomy, it’s preschool names CoComelon and Bluey, says Helena Stacey: “CoComelon as a licence has had an impressive start, especially considering the way it entered the scene through YouTube and Netflix. We’re also very excited to be launching our CoComelon Aquadoodle this season, bringing the popular characters to our bestselling mess-free mats. “Another licence that has been on everyone’s radar is Bluey; it has really been picking up speed in the preschool licence space. It has definitely had an impressive first year and it will be exciting to see where that licence goes in the future.’’

Mike O’Connell sees value in both the big names and the smaller licences: “It’s great to see the multinationals such as Disney, Universal and Warner Brothers continue to expand and diversify their range of products with new projects and characters. On the other hand, smaller licences such as Horrid Henry and Amelia Fang really tap into what consumers want right now, which is authenticity.’’

And when those big-name films come out, sales of licensed goods definitely show the results, Mike continues: “ There is an increase in interest in the run-up to and release of big blockbusters with our costumes; our Spider-Man: No Way Home and The Batman costumes were incredibly successful.’’ But, he adds, “ the market isn’t as intrinsically linked as you’d think as our evergreen lines continue to do well throughout the year with Mattel Barbie costumes being popular at all times. ‘’

And looking into their crystal balls, what licences do suppliers expect to boost sales as we head into 2023?

“It’s always so difficult to speak on what the big hits will be when it comes to character toy licences,’’ says Tomy’s Helena Stacey, but with Peppa entering her 19th year we’re excited to see what’s in store for her. Our popular Toomies range is also expanding in 2023 so there will be lots to celebrate and make noise about before Peppa’s 20th anniversary year in 2024. “Additionally, with the highly anticipated release of Transformers Rise of the Beasts as the 2023 summer blockbuster, and the new animated series EarthSpark coming to Paramount+, we are led to believe that Transformers is set for success with all new content for the current and new fans.

Ask the retailers We asked…

What products do you stock in this category? Peppa Pig, Paw Patrol, CoComelon, Bluey, Pokémon, Mario, Teenage Mutant Ninja Turtles, Spider-man, Batman, Bluey, Postman Pat... I’m sure I have missed a few! What is selling well? The VTech Paw Patrol Learning Watch and Spidey & Friends Phone.

Vicky Brown

Just Williams East Dulwich and Beckenham

What’s evident from “

market insights is that character licensed toys continue to outperform the rest of the toy market

Helena Stacey, senior brand manager, Tomy

“We’ve also seen some great responses to our Club Mocchi Mocchi Transformers plush lines as well as our epic Transformers Lightning Wheels from our Monster Treads brand, so we are convinced this will be highly successful in 2023.’’

Mike O’Connell concludes: “Warner Brothers is going to be incredibly popular with Wonka and other new films set for release, as will Marvel, with Guardians of the Galaxy and Antman and the Wasp: Quantumania among others. World Book Day will bring big book licences such as Beano and Horrid Henry into the spotlight. On top of all this, Mattel’s Monster High is looking to be one of the biggest licences in the toy market next year.’’

Vivid

Fun and games

SPIN MASTER

01628 535000 | www.spinmaster.com/en-GB

Spin Master has a range of licences on its roster including preschool favourites, Paw Patrol and Gabby’s Dollhouse, and action-packed brands, Jumanji and Monster Jam.

Little ones can play inside their own dollhouse world with Gabby’s Dollhouse Deluxe Room Sets. Use the MerCat’s Primp and Pamper Bathroom, Bakey with Cakey Kitchen or Pillow Cat’s Sweet Dreams Bedroom (each sold separately) to build up a Gabby’s Dollhouse world. Plus, the playsets also slide the room right into Gabby’s Purrfect Dollhouse (sold separately) for more ways to play.

Paw Patrol fans will love the Rubble X-Treme Truck. This rescue truck, from the new Paw Patrol: Big Truck Pups range, looks just like Rubble’s construction rescue truck from the popular show. It features an epic transformation into two separate rescue vehicles, complete with an excavator claw, an extendable crane toy, a giant wrecking ball and a material storage unit.

Little fashionistas will love the new Hello Kitty and Friends Interactive Purse from Purse Pets. This fluffy and fabulous interactive Purse Pet is packed with purse-onality and style. It responds to touch, really blinks, and has more than 30 all-new exciting sounds and reactions. The Hello Kitty Purse Pet also features ultra-soft fabric and an adjustable strap with Hello Kitty Print. It’s the purr-fect choice for trend setters this season. Guess what… Those looking for a bit more adventure will love Jumanji The Game, the latest Harry Potter-themed Catch the edition of the legendary board game, which puts all the fun and excitement Snitch is a game that brings all the of the famous story into players’ hands. speed and excitement of a real Brave explorers will suddenly find Quidditch match to your home themselves deep in a mysterious jungle full of secrets and surprises as they battle to reach Jumanji in the centre of the board. Jumanji The Game is the exciting adventure game to play with friends and family on your next games night and is perfect for players aged eight and up. Other licensed games from Spin Master include the Harry Potter-themed Catch the Snitch, which brings all the speed and excitement of a real Quidditch match to your home. This Quidditch game for witches, wizards, and muggles alike is fast paced and packed with excitement. No one knows when the Snitch will launch so players must keep their eyes peeled and be ready to catch the iconic Golden Snitch. Fans of Harry Potter will also love Spin Master’s Wizarding World Fashion Dolls. These 8in dolls will help young witches, wizards, and Muggles recreate scenes from the famous Harry Potter books and movies. Available in a range of characters, each doll is highly detailed with cute facial details.

They are Among Us.

SINCO CREATIONS

07793 121 778 daniel@sincocreations. com

Sinco Creations, the UK & Ireland’s master toy partner for Among Us, has introduced a second series for the fanfavourite gaming IP, bringing fans of the online, multiplayer, social deduction game a fresh new wave of ‘crewmate’ figures to collect.

Keen Among Us fans will want to get their hands on the Among Us Airship, which comes with three exclusive crewmates and a roof that opens-up to provide storage. For fun on a pocket money budget, the Among Us Crewmate Figure Surprise Bags are ideal. Another popular choice is the collectable 11.5cm and 17cm Action Figures.

And there are some cool plush lines in the range, such as the colourful Clip On Plush. Or, for fun on a larger scale, there are 1820cm Plush Buddies and 25-30cm Huggable Plush Crewmates.

Small but perfectly formed

TOYNAMICS

0116 478 5230 | www.toynamics.com

Nanoblock is the world’s smallest micro-sized building block. It allows children to construct amazingly detailed and realistic threedimensional creations. The range has a clever selection of themed pieces, for an everexpanding nanoverse.

Of the three product ranges - Mini Collection, Sights to See and Licensed - the most popular category is the Nanoblock Licensed Collection.

Within the huge range of licensed characters, the licences from Pokémon and Sonic the Hedgehog are two of the bestselling Nanoblocks, with all the models featuring unique details.

The Nanoblock Pokémon collection offers fans more than 20 different characters to collect, including Pikachu, Charizard and Bulbasaur. While Sonic the Hedgehog fans can fight against the evil Dr Eggaman with the Sonic the Hedgehog and friends Nanoblocks.

Big brands for little fans

CHARACTER OPTIONS

0161 633 9800 | sales@charactergroup.plc.uk.

Character Options has a licensed preschool portfolio that encompasses children’s Fact! favourite brands and the most The Eco Plush popular play patterns – be it plush, arts and crafts, roleplay, collection includes or figures and playsets - to 8in preschool pals promote imaginative play. from the worlds of Preschoolers can now collect all the best-loved characters CoComelon, Blippi, from TV as cute Weebles Barney, Peppa Pig, figures. The ideal range for Teletubbies and My encouraging early imaginative Little Pony. From play patterns to develop, the classic Weebles brand was fabric to filling to first reintroduced this spring, thread, they are reimagining the characters made entirely from from Peppa Pig as chunky recycled materials figures that wibble and wobble but never fall down. And now and come displayed this lovable range has been in an FSC certified extended to bring to life the on- platform box screen magic of not just Peppa Pig, but also Bluey, CoComelon, and My Little Pony.

For an adorable, licensed soft toy range with a difference, look no further than Character Options’ Eco Plush collection. The collection comprises a whole catalogue of 8in, preschool pals to cuddle and collect, with characters from the worlds of CoComelon, Blippi, Barney, Peppa Pig, Teletubbies and My Little Pony. From fabric to filling to thread, these super-soft toys are made entirely from recycled materials and come displayed in an FSC certified platform box.

And little ones can get creative with Character Options’ licensed activity toys, including the new Bluey craft lines. Kids can paint-up plaster figures of their favourite friends from Bluey, sketch out their puppy pals with the Travel Magnetic Scribbler, reveal the awesome designs on the Bluey Aquamagic Art Mat, and unleash their inner artist with the Bluey 50-piece Art Compendium Carry Case – all in a day’s work for budding artists!

These creative additions follow in the footsteps of other popular licensed arts and crafts lines, including Character’s fabulous summer launch: Peppa’s Garden Art Bench – a fun mud kitchen styled playset that kids can use to create their own garden paintings, or use to decorate plant pots or pebbles.

The cutest crazes

BASIC FUN!

0118 925 3270 Tim.Ives@basicfun.com

Basic Fun! presents a portfolio full of pocket money toys that will be hot property in the playground, this autumn/winter.

One craze that comes straight from the internet is the hilarious, surprise reveal brand: Misfittens. Based on the internet sensation #IfitsIsits, Misfittens are the misfitting plush kittens that come squished inside an assortment of cat pun, meme-ishly themed packs. Kids can rescue the Misfittens, who need help in getting MEOWT. The brand is supported with a strong campaign and eye-catching point of sale.

From one new IP to the evergreen collectable craze: Cutetitos. Fans of these super-cute plush pals will soon be able to spend their pocket money on fresh new Cutetitos themes and characters. New for summer was the latest wave for the sell-out Unicornitos theme. Plus, Basic Fun! is taking Cutetitos fans to the islands… Say ‘Aloha’ to the Islanditos, the new tutti fruity furry scented friends that smell deliciously tropical. And the Cutetitos brand is continuing to expand-ito into AW22, with a second wave of licensed Care Bear Cutetitos designs, and an all-new, birthday cake scented, Cutetitos Cookieitos theme.

Barbie goes dough-nuts!

LISCIANI

Danny@allin1products.com

The hero line in Lisciani’s Barbie Magic Glitter Sand collection is Barbie Sand & Surf, which comes with an exclusive Barbie doll, as well as beach-side accessories and a play tray. To add to the fun, the set comes with glittery play sand that can be sculpted and moulded.

The Barbie line-up continues with the Barbie Dough collection. The tubs of collectable, colourful and glittery play doughs make for a great entry point into the collection. And the Barbie Glitter Dough Fashion Show is a must-see! This creative kit comes in wardrobe-shaped packaging that becomes part of the play pattern once opened. Continue the fun with the Barbie Dough Creative Kit. This sparkling backpack comes packed with six colours of dough, tools and dough cutters.

A Miraculous collection

BANDAI UK

0208 324 6160 sales@bandai.co.uk www.bandai.co.uk

Bandai UK further expands its licensed portfolio with a collection of toys and high-end collectables for some of the world’s most popular and iconic brands. The business has secured new major distribution signings for 2023 to include video game franchise Crash Bandicoot, and children’s YouTube cartoon Milo, while developing fresh and innovative lines for its current ranges.

Miraculous is currently the number-one kids show on Disney+, and number one kids TV show in the UK, and among the highest-ranked girls shows across all networks. Miraculous follows the adventures of highschool student Marinette and her Ladybug alter-ego. With a new feature film in the pipeline for early 2023, the show’s popularity continues to soar along with demand for licensed product. Bandai UK has invested heavily in the brand and offers a cross-category portfolio of fashion dolls, playsets, roleplay accessories, plush, and the sell-out Kwami collectables.

Each of the show’s major characters feature within Bandai’s collection of small, fashion, and deluxe dolls, all fully articulated and with signature accessories to recreate favourite scenes and storylines. New movie lines have been added, including 26cm fashion dolls and Ladybug’s Transforming Scooter, which sees her magic yo-yo transform into the signature redand-black scooter. Did you know? Virtual pet Tamagotchi is celebrating 25 years since its first introduction to the UK market. New licences include Toy Story and Jurassic World, with a BTS Tiny Tan edition due before the end of the year

For kids and kidults…

SIMBA SMOBY TOYS UK

01620 674 778 sales@simbasmoby.com

From roleplay toys to collectable die-cast vehicles, Simba Smoby Toys UK has licensed toys for both kids and kidults.

The Jada Toys Hollywood Rides collection captures the essence of Hollywood’s most iconic vehicles, including cars from Back to the Future, Scooby Doo, Jurassic Park, and more. Big news this year was the addition of The Batman 1:32 Scale Vehicle: Batmobile and Figure Pack. And an evergreen seller is the 1:32 scale Fast & Furious range, which includes cars from the eight-film franchise, as well as Hobbs & Shaw. For DC fans, there is the DC Comics Bombshells collection - and the 1:24 scale Marvel collection has been extended, too. Both 1:24 scale ranges take inspiration from DC and Marvel characters, offering fans a host of fun vehicles to collect.

Licensing adds to the realism of pretend play for the Smoby roleplay collection. Children can explore the same brands they see adults using, with Tefal kitchens and Black + Decker replica lines. Not to be missed is the Smoby Tefal Studio Kitchen, which comes complete with oven, espresso machine, soda machine, fridge, countertop with hotplate and sink, and accessories. And the Smoby Tefal Studio Kitchen XL

Ryan’s World expands

VIVID GOLIATH

01483 449944 vividtoysandgames.co.uk

In the preschool aisle, one in three kids in the UK now own a Ryan’s World toy, and with more than 68 billion lifetime views, 2021 saw the strongest year yet with up 17% year on year.

Ryan is flying into AW 2022 with an exciting new theme – Titan Universe. Meet Red Titan and his superhero gang as you explore Red Titan’s Universe with this limited-edition collection of heroic Ryan’s World figures. The range includes all the Ryan’s World fan favourites including Mystery Figures, Mystery Micro Figures and the all-important Eggs. There’s also a large-scale titronic treasure chest, which transforms into the Mega Mecha Titan before your eyes. Unbox, discover the surprises, then transform the chest into a robot for hours of Titan fun. The range will also be supported by engaging product videos featured on Ryan’s channel showcasing the theme and products to his legions of fans worldwide.

Life’s a beach for Ryan’s World with new toys hitting shelves in SS23. Island Adventures will see Ryan’s World favourites reimagined with a tropical twist including Micro Mystery Figures, Tiki & Pineapple Eggs, and a lava-tastic glow-in-the-dark Volcano Giant Egg.

Costume party

RUBIES

01491 826500 www.rubiesuk.com

For fans of Zag’s Miraculous Ladybug and Cat Noir, there are two new accessory sets coming into stock from Rubies. The Miraculous

Ladybug Bag Accessory features a handheld bag printed in the iconic red and black polka dot pattern, tikki toy and

Miraculous mask, while the Yoyo Accessory Set includes a light-up yoyo and colourchange wristlet. Blast off into a galaxy far, far away with Rubies’ new Boba Fett Jetpack Backpack

Accessory, the perfect addition to a Boba Fett costume. Adding to Rubies extensive line of Star Wars themed costumes and accessories, this accessory is a must-have for fans of the character, who stars in his own hugely popular spin-off series on Disney+.

And to get little ones into the dress-up spirit for their first World Book Day, Rubies CoComelon costumes are the perfect choice. The first officially licensed dress-up under the CoComelon brand will be available early 2023 and feature a dress and romper, both with hook-and-eye attached plush TVs that play classic CoComelon songs when pressed. Fact! The new Boba Fett Jetpack Backpack Accessory makes the perfect addition to a Boba Fett costume

Must-haves from MV

MV SPORTS & LEISURE

01217 488000 info@mvsports.com

MV Sports is a one-stop shop for all wheeled and outdoor toys. In the current economic climate consumers want dependable brands and licences offering great value and longevity.

It is no surprise that licences in toys are taking an increased share of the market. MV’s portfolio of must-have properties includes Paw Patrol, Peppa Pig, Disney Princess, Barbie Spiderman, Batman, Nerf, and Marvel - all of which are evergreen favourites.

Notwithstanding MV’s line-up of classic licenses, the toy market is notoriously trend-led, and the company has supplemented its portfolio of classic licences with the latest hot and in-demand properties such as Bluey and Encanto.

The growth of streaming has certainly impacted the launch and longevity of new licences, and revitalised existing franchises with spin-off shows and films. For 2023, MV Sports has partnered with an abundance of new licences to create ranges that are bursting with exciting themes, inspiring graphics - and ready to leap onto shelves.

Fact!

The latest musthave licences at MV include Bluey and Encanto

Purr-fect gifts

POSH PAWS

01268 567317 sales@poshpawsinternational.co.uk www. poshpawsinternational.co.uk

Posh Paws has launched its new range of Gabby’s Dollhouse soft toys that will make the purr-fect gifts for fans of the hit Netflix show, this Christmas. The launch range includes seven highly detailed and cuddly 10in characters, which include Gabby and six of her feline friends; Pandy Paws, Cakey Cat, Mercat, Kitty Fairy, Pillow Cat and CatRat - each packaged in their own gift boxes. For smaller gifting ideas, and perfect for stocking fillers, you can also pick-up five smaller 7in characters in a brightly coloured CDU that kids will love.

Minions: Rise of Gru was a hit in cinemas and now that you can rent and buy it at home, fans are sure to want to cuddle up to Posh Paws licensed range of 7in ‘Too Cute’ Minions in an assortment of three adorable designs packaged in a CDU and 10in super-squishy Kevin and Bob Minions and a 12in Stuart Minion in a display box.

For Sesame Street fans, Posh Paws has the award-winning Talking Cookie Monster soft toy, which features 15 fun and entertaining sound effects.