®
Winter 2013
LICENSINGBOOK THE
BUILDING BUSINESS THROUGH PARTNERSHIPS
Mom was wrong. L i f e I S A l l F u n a n d G am e s !
Slugterra
D ep ar tm en ts 8 Publisher’s Point 10 Stat Shot 12 News 14 LIMA Update A LIMA global survey has found that executives expect their company’s licensed business to grow at least 7 percent this year. 16 Property Profile: The Smurfs 2 18 Hot Shots: Lisa Streff SMC Entertainment Group’s EVP of consumer products discusses The Jungle Book property. 20 Property Profile: Doctor Who 22 Hot Shots: Juli Boylan Nerd Corps’ head of global licensing and merchandising shares what’s next for Nerd Corps, Slugterra, and more. 53 International Bologna Licensing Trade Fair 58 Marketing Memo Transmedia’s development of fan culture can enhance entertainment brands. VOLUME 30, NUMBER 1
Features 24 Two Retail Trajectories Transform Brand Marketing, Even If No One Notices
Carol Spieckerman shares two retail trajectories that are connected to the profound shifts that have already begun to transform brand marketers’ destinies.
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Winter 2013
Toy Fair
Our annual look at the U.S. toy industry’s biggest event, with coverage of licensed products across all toy categories. Check out the latest kids’ properties, as well as the evergreen classics, and what’s on deck to keep kids’ interests up across the board.
56 The Changing Landscape of Successful Licensing Carlin West discusses how to find the next sleeping giant.
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60 Licensing 101 Jim Sachs identifies issues that newcomers to licensing may encounter. 62 Social Media Increased use of smartphones and tablets is shifting consumer attention. 64 Art & Design: Surtex 66 Of Counsel Reviving brands and the impact non-use may have on their trademarks. 69 Business Tips There is more to the business of licensing than sales and marketing. 70 Directory “THE LICENSING BOOK” (ISSN-0741-0107) is published quarterly, by Adventure Publishing Group, Inc.®, 307 Seventh Ave., Room 1601, New York, New York, 10001. Periodicals postage paid at New York, NY 10001 and additional mailing offices. © 2013 Adventure Publishing Group, Inc®. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopying, recording on any information storage and retrieval system, without permission in writing from the publisher. Printed in U.S.A. Subscription rates: $48 per year. THE LICENSING BOOK, THE LICENSING BOOK INTERNATIONAL, WORLDWIDE LICENSING, and the “WLE” design are trademarks and service marks of Adventure Publishing Group, Inc.® registered in the United States Patent & Trademark Office Postmaster: Send address changes to THE LICENSING BOOK, c/o Adventure Publishing Group, PO Box 47703 Plymouth, MN 55447.
LICENSINGBOOK
®
THE
PUBLISHER’S POINT
www.licensingbook.com
ADVENTURE PUBLISHING GROUP INC.® Vol. 30, No. 1, Winter 2013 President/Co-Publisher Laurie Schacht Successful licensing programs take years to develop, and of course if it’s character licensing, it can only be successful with a big push from TV or the big screen. That’s how this business operates, right? Not anymore. All one has to do is look at the amazing franchise that Activision has built with Skylanders in less than two years (actually about 15 months) to understand that the way we do business has changed dramatically, and so has the landscape we do business in. As we walk the 110th American International Toy Fair, we realize that living in the digital age has opened up a world of opportunities for toy manufacturers looking for the next big license based on an app (Where is the next Angry Birds?), video game (Skylanders has earned more than $500 million in U.S. retail sales, with 120 licensees in a New York heartbeat), or web series. Yes, kids still watch TV and go to the movies, so where are you putting your money? The opportunities are endless, but no one has a crystal ball, particularly during economic times that are still very trying. Years ago, I would talk about taking a chance; don't be afraid to listen to your gut and try something new. I still believe in that, but with a lot more conservatism attached. Not every app will be Angry Birds, and not every video game franchise will be
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Winter 2013
Skylanders. And as much as I love retro (and I do), that too will need innovation to stay fresh. The way kids play continues to change and evolve, but it also remains the same. I believe in the importance of a well-balanced toy box: a little bit of construction, some games for the family, some dolls or action figures, one plush to sleep with, and, of course, the latest and greatest in high tech, which we are beginning to see in all toy categories. But within that mix is the addition of our children’s favorite characters. What will be the next big hit? Will 2013 be the year of celebrating big anniversaries in licensing? This year, Mickey turns 85, the Power Rangers turn 20, and The Cabbage Patch Kids are 30 years old! Or will we see new hits, like one of our 2012 favorites, Doc McStuffins, which continues to expand with new products? Will it be about the new innovations in the combined world of toys and video games (watch the new Skylanders Swap Force, Disney Infinity, and the licensing franchises that are built from these), or will it be a new story, say of a little girl who goes from rags to riches (in our office, we are watching Sofia The First closely)? That is the $100 million question. Have fun at Toy Fair, and remember, "Mom was wrong. Life IS all fun and games!” ••••
laurieschacht@aol.com
Co-Publisher Jonathan Samet jsamet@adventurepub.com
Editorial Director Jackie Breyer jbreyer@adventurepub.com
Associate Editor Loren Moreno lmoreno@adventurepub.com
Assistant Editors Marissa DiBartolo mdibartolo@adventurepub.com
Christine Duhaime cduhaime@adventurepub.com
Sierra McCleary-Harris smcclearyharris@adventurepub.com
Editorial Assistant Ali Mierzejewski amierzejewski@adventurepub.com
Production Director Anthony K. Guardiola aguardiola@adventurepub.com
Controller/Office Manager Robert Forde rforde@adventurepub.com ADVENTURE PUBLISHING GROUP, INC.® 307 SEVENTH AVE., ROOM 1601 NEW YORK, NY 10001 TELEPHONE: (212) 575-4510 FAX: (212) 575-4521
Stat•Shot
S TAT S HOT Dollar Sales, U.S.Toy Industry Supercategories Categories
Action Figures & Role Play
Disney•Pixar’s Cars’ Secret Agent Finn
2011
2012
$1.2 billion
$1.22 billion
0.4 percent
$1.53 billion
20 percent
$1.28 billion
-6 percent
Arts & Crafts
$485.1 million
$518.4 million
Dolls
$2.18 billion
$2.31 billion
Building Sets
$1.28 billion
Games & Puzzles
$1.36 billion
Infant & Preschool Toys
$2.91 billion
Change
7 percent 6 percent
$2.98 billion
3 percent
Youth Electronics
$360.3 million
$361.6 million
0.4 percent
Plush
$876.1 million
$765.6 million
-13 percent
All Other Toys
$936.5 million
$936 million
-0.1 percent
Outdoor & Sports Toys
$3.78 billion
Vehicles
$3.48 billion
$1.29 billion
Grand Total
$1.21 billion
$16.66 billion
*NPD’s point-of-sale data represents 80 percent of the total toy market, and does not include crayons, markers, pencils, chalk, or craft/school supplies.
-8 percent
$16.59 billion
-6 percent
-0.5 percent
Source: The NPD Group/Retail Tracking Service
Licensed Versus Non-Licensed Toys by Gender in 2012 Boys
Licensed
Age 0 to 2
31 percent
Age 3 to 5
38 percent
Age 6 to 8
31 percent
Age 9 to 11
Age 12 to 17 Age 18 to 34
Age 35 and up Total
32 percent 27 percent 29 percent 26 percent 33 percent
Non-Licensed 69 percent 61 percent 68 percent 68 percent 73 percent 71 percent 74 percent 67 percent
Boys from age 3 to 5 are a sweet spot for licensed toys, but interest is still strong with boys through age 11.
Girls
Licensed
Non-Licensed
Age 0 to 2
27 percent
73 percent
Age 3 to 5
27 percent
73 percent
Age 6 to 8
16 percent
86 percent
Age 9 to 11
13 percent
89 percent
Age 12 to 17
13 percent
88 percent
Age 18 to 34
18 percent
84 percent
Age 35 and up
17 percent
84 percent
Total
20 percent
80 percent
Girls from age 0 to 5 are a sweet spot for licensed toys, but, overall, licenses are more attractive to boys than they are to girls. Source: The NPD Group/Consumer Tracking Service
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Winter 2013
Top Licenses for Kids in 2012 Top 5 Licenses for Boys
Top 5 Licenses for Girls
Star Wars
Disney Princess
Thomas & Friends
Mickey & Friends
Cars the Movie Spider-Man Beyblade
Dora the Explorer Hello Kitty & Friends
Disney (all others)
Source: The NPD Group/Consumer Tracking Service
Licensing News BRAND LICENSING
Diaper Dude Enters Agreement with Major League Baseball Properties Diaper Dude, the original bag for dad and lifestyle accessory brand, signed a licensing agreement with Major League Baseball Properties (MLBP) marking Diaper Dude’s first-ever sports deal. The agreement allows for use of MLB marks, including all 30 Club marks, mascots, and ballpark marks on diaper bags, baby bottle holders, and pacifier pouches. The first samples of the new accessories were unveiled at the Sports & Licensing Tailgate Show in Las Vegas. The MLB-licensed accessories will be available nationwide beginning in April. The MLBP agreement is the second licensing deal for the Diaper Dude brand. Recently, Diaper Dude came to market with a line of Yellow Submarine bags and accessories, bringing The Beatles to a new generation of fans. The brand also recently partnered with Boba, Inc., to create The Special Edition Diaper Dude Boba Carrier. In addition, Diaper Dude founder Pegula is bringing his dad “in-the-know-how” lifestyle brand to a new book, Diaper Dude: A Modern Guy’s Guide to Pregnancy (Perigee, May 2014) and has partnered with celebrity dad, actor Dean McDermott, on a new digital series that will launch later this year.
TOY LICENSING
McDonald’s to Feature Hexbug Toys in Happy Meals Innovation First International, creators of the Hexbug Micro Robotic Creatures brand, entered a partnership with McDonald’s USA LLC to feature custom Hexbug toys in McDonald’s Happy Meals at participating restaurants across North America. The four-week Hexbug Happy Meal program will run from February 22 through March 21 while supplies last. Participating McDonald’s restaurants across the U.S. and Canada will offer customers one of six collectible Hexbug Micro Robotic Creatures with the purchase of a Happy Meal: a fast-crawling Hexbug Speed Beetle in green or red, a slow-crawling Hexbug Beetle in black or orange, or a bump-and-go Hexbug Nano Pullback in blue or black. McDonald’s will support the partnership with a fully-integrated marketing campaign that includes TV advertising, in-restaurant merchandising, and custom packaging, coupled with an online web presence.
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Winter 2013
VIDEO GAME LICENSING
Hasbro and The Tetris Co. Sign for Face-to-Face Tetris Hasbro, Inc., and The Tetris Company LLC have signed a licensing deal to bring the Tetris video game brand to face-to-face gaming. Through this agreement, Hasbro has obtained the license to manufacture and globally market multiple face-toface Tetris-branded games. Hasbro will introduce two games in the fall based on Tetris. The new Bop it! Tetris game tests players to match the traditional Tetris-blockshaped lights as the challenges get faster and the levels increase. Hasbro’s new Jenga Tetris game challenges players to push, pull, and stack the Tetris-block shapes into a Jenga tower. The games will launch globally in August.
MOVIE LICENSING
Bravado, The Wish Factory to Create Carly Rae Jepsen Merchandise Global music merchandising company Bravado has partnered with The Wish Factory, Inc., to develop an exclusive line of merchandise for “Call Me Maybe” artist Carly Rae Jepsen. The line will include a broad range of novelties and collectibles such as dolls, microphones, headphones, and fashion accessories, as well as licensed products for The Wish Factory’s exclusive Pop Grrl and Locker Rocker brands.
Get the latest licensing industry news delivered straight to your inbox each week for free! Subscribe to The Licensing Book’s Total Licensing Report by sending an email to subscribe @adventurepub.com, and add that address to your address book to ensure delivery. For up-to-the-minute news, follow The Licensing Book on Twitter: twitter.com/LicensingBook, “like” The Licensing Book on Facebook: facebook.com/LicensingBook, and visit our blog at www.licensingbook.com.
LIMA Update
Bright Times Ahead: LIMA Survey Finds High Expectations by Martin Brochstein, senior vice president of industry relations and information, Licensing Industry Merchandisers’ Association (LIMA)
Licensing executives are an optimistic bunch. Now that the new year is upon us, they remain upbeat even as they recognize the challenges that face their companies and the licensing business as a whole. LIMA global survey of more than 100 licensing professionals has found that nearly half (44.6 percent) expect their companies’ licensed business to grow at least 7 percent this year, compared to last year’s results. Another 17.4 percent expect their business to grow 4 percent to 6 percent this year. In all, more than 75 percent of respondents expect their licensing business to grow this year.
A
A Bevy of Challenges
All those surveyed pointed to a raft of challenges ahead for their specific companies and for the entire licensing industry. Countless respondents mentioned the oversaturation of properties and the consolidation of manufacturers and retailers—problems endemic to the licensing business, but which nobody really has the capacity to control. Some of the issues they cited can be compared to New Year’s resolutions aimed at self-improvement—adapting to the reality of “kids getting older younger,” attracting new partners, looking for new product niches, and seeking out new properties in unconventional areas.
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Economic Climate
Not surprisingly, the challenge most often cited is one that neither the respondent nor the licensing industry can do anything about—issues facing the U.S. and world economies. The biggest challenge is “the worldwide recession,” wrote one licensor. “This will surely affect consumers’ shopping behavior.” Several survey comments pointed specifically to the challenging retail and economic climate in Europe. One licensee noted the effect of the sluggish recovery, saying that “credit availability” is hampering his company’s ability to operate profitably and to expand.
A property owner connected the dots for everyone: “Most of our licensing occurs in discretionary spending categories. As we’ve seen during the last two years, people are holding on to their dollars a little tighter. We know, of course, that this is a chain reaction resulting in less buying dollars and more safe buying. Another said, “We are an evergreen property, but when licensed property shelf space is allocated to mostly Disney and Marvel properties, it becomes tougher to compete at retail in the safe buying situation.” Some survey respondents identified challenges that come up repeatedly and can be characterized as an element of the normal give-and-take between property owners and their existing and potential licensees. One manufacturer listed his biggest issue as “an inability to convince licensors that territories in recession can still license, just with lower [minimum guarantees] and installment plans.” In general, several licensees honed in on the issue of flexibility as a key point of contention. One wrote of the need for “continuing education of licensors to the intricacies of our category, and that advance and guarantee structures should not be a set formula across all categories.” The need for creativity in a variety of aspects shone through many of the responses. One licensor defined the issue as, “Expanding a business effectively and creating new ideas, breaking the mold of sameness.” But creativity is necessary in every aspect of the licensing business. One agent asserted, “Long gone are the days of licensees’ willingness to provide significant
advances and guarantees. Creativity in deal making continues to be important, as our ultimate goal is to move products at retail. Out-of-the-box ideas and thinking will also continue to be in high demand, as competition at retail remains intense. This thinking needs to be applied across the board to compensation models, structure of license agreements, retail relationships, and product innovation.” Along the same lines, this agent also noted that, “We continue to see clients challenge the licensing agency compensation model. While we as an agency have successfully moved away from the off-the-shelf model, we will continue to answer the calling with customized services and pricing structures that are unique to each client assignment.” And then there are those whose challenges can be filed under the category of “good problems to have.” One licensor wrote, “We have had tremendous success over the last couple of years and it will become increasingly difficult to sustain the same level of growth.” Looking forward to the remainder of the year, we should all have such problems. ••••
More than 44 percent of
licensing professionals expect their companies’ licensed busi-
ness to grow at least 7 percent
this year. Another 17.4 percent
expect their business to grow
4 to 6 percent this year.
Marty Brochstein joined Licensing Industry Merchandiser’s Association (LIMA) in 2008. Brochstein was a business journalist for more than 20 years, covering the consumer products and retail industries. He spent five years as senior editor of Television Digest and was the founding editor of Consumer Multimedia Report. He was also editor of Consumer Electronics Monthly and Electronics Merchandising, and spent time with Discount Store News, Chain Store Age, and Home Furnishings Daily.
Winter 2013
15
Property Profile
Sony Turns Blue in 2013
With the release of The Smurfs 2 this summer, Sony Pictures Consumer Products unveils a comprehensive licensing program across all categories.
“
After the phenomenal success of the first film in 2011, Sony Pictures Consumer Products is expanding its North American licensing program in conjunction with the release of this summer’s highly anticipated sequel, The Smurfs 2, in theaters on July 31. These little blue characters are going to be a huge hit this year with consumers of all ages. We are working with some of the best licensing and retail partners to create a multitude of products and in-store activations based on exciting new thematics from this next film and, of course, the classic Smurfs we’ve all come to know and love. With a history of more than 50 years and plans for a third film in 2015, this franchise is one that’s here to stay for a long time. It’s going to be a Smurf-tastic 2013!” —Gregory Economos Senior Vice President, Global Consumer Products Sony Pictures Entertainment
Fun Smurfy Facts
—The Smurfs are a global brand, originating in Belgium, where they are known as Les Schtroumpfs. The Smurfs is translated to Los Pitufos in Spanish, I Puffi in Italian, and Die Schlümpfe in German. —The Smurfs are more than 50 years old, created by Peyo in 1958.
—The Smurfs balloon first appeared in the Macy’s Thanksgiving Day Parade in 2008. Papa Smurf was introduced to the parade last year. —The Smurfs are three apples tall.
—The Smurfs fly on storks when they need to travel long distances.
—The Smurfs first appear on page 38 of Peyo’s book The Flute of Six Holes, which was later published as The Smurfs and the Magic Flute.The Smurf ’s first words were "Can't you look where you smurf? You nearly smurfed me!"
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E
Toys and Games
xisting partners such as Jakks Pacific, Pressman Toy, Mega Brands, and Schleich are back with new Smurf toy lines that Jakks Pacific’s micro-play set include the new characters (the Naughties) from the film. Jakks also introduces micro-play sets that can be collected and pieced together to create a Smurf village such as the one in the Smurfs’ Village app. New partners have signed on, including Goldie International (R/C racers and die-cast cars) and Tech 4 Kids (novelty Mash’Ems and light-up toys).
T
Interactive
he Smurfs 2 interactive lineup includes Beeline, returning with the Smurfs’ Village app and the newly introduced Smurf Life. Ubisoft will release The Smurfs 2 game across all Smurfs & Co. Facebook game, from Ubisoft consoles and Nintendo handhelds, in addition to the Smurfs & Co. Facebook game. Zuuka also returns with a mobile storybook and iTalk, which allows consumers to record and share messages with friends as actual Smurfs. Families will also be able to play with Smurfs in the upcoming augmented reality-based game by Goldy, where Smurfs figures can be collected and brought to life in magical environments on smartphones and tablets.
O
Apparel and Accessories
S
Publishing, Stationery, and Party Goods
imon & Schuster is back with five children’s formats including two storybooks, a reader, a novelty guidebook, and a junior novel based on the movie. Publications International has two children’s formats, including a Play-a-Sound book and a Look and Find book. Smurfy posters, calendars, stickers, and bookmarks are being created by Trends International. Hallmark will create party goods and favors, greeting cards, ornaments, and gift bags, along with Pioneer’s new Smurftastic mylar, latex, and bubble ballons. Simon & Schuster storybook
W
Housewares and Consumables
hile Thermos leads the way for the back-to-school program in beverageware, Global Edge Brands joins as a new partner to round out the Smurfs’ housewares program with a host of melamine products, boasting a wide range of SKUs with a creative approach to artwork for the property. Exhart offers a line of gardenrelated products, opening up a new distribution channel for the Smurfs. In the consumables category, Haribo will launch a Smurfs gummy line for the first time in the U.S., and Bakery Craft will expand its baked goods line to include more Smurfy treats.
Thermos lunch kit
ne of the most successful licensees for the first film was Junkfood in the apparel arena. The company combined a vintage look with the iconic property, bring it to the higher-end market. For this film, Sony focuses on transforming Smurfette into a fashion icon. Bendex will focus on “sets and separates,” while C-Life continues to create day-to-day tees that can be found at Walmart. Additionally, Added Extras creates cosmetics, and Loungefly offers bags and handbags. C-Life T-shirts
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Hot Shots
An Interview with... Lisa Streff, EVP Consumer Products, SMC Entertainment Group, Inc. The Licensing Book: How has The Jungle Book grown as a property over the past year? Streff: The TV series aired on Disney XD in June. SMC Entertainment Group, Inc., has more than 30 licensees in North America and we also secured a three-year global QSR promotion with Burger King. DQE, the production company and global brand owner for The Jungle Book, has developed a second season of 52 x 11-minute episodes, a holiday special for later this year, and a $45 million stereoscopic 3-D CGI-animated theatrical release.
www.thejunglebookus.com
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TLB: How are you building awareness for The Jungle Book with consumers? Streff: We launched a Jungle Book website in January and have dedicated Facebook and Twitter pages. A massive PR campaign is in development for the DVD release of Rumble in The Jungle at Walmart on February 12, including radio spots, online advertising, targeted national print, and an aggressive blogging campaign. We are also building awareness in a few non-traditional ways. In January, Air Transat aired episodes during the airline’s in-flight entertainment programming. We also have a Jungle Book 45foot helium balloon exhibiting in parades across the country starting this summer. Next January, we will have Jungle Book Live Show performances across North America.
Winter 2013
TLB: It’s important to reach consumers on multiple platforms. In what ways will consumers be able to interact with the property? Streff: The Jungle Book website is a great way to watch segments of the show, learn more about the characters, and play games. The Jungle Book will also have gaming and publishing apps launching this summer.
TLB: Will nostalgia play a role in consumers’ interaction with the property? Streff: Yes. The Jungle Book has been a classic for decades. We will be tugging at the heart strings of moms, parents, and grandparents who fondly remember The Jungle Book as a wonderful tale told by Rudyard Kipling and a great theatrical film from 1967 by Disney. This an evergreen brand. TLB: How is The Jungle Book expanding internationally? Streff: The TV series has more than 165 broadcast partners globally and more than 100 licensing and promotional partners around the world. More than half of the countries airing The Jungle Book have committed to the second season of the animated series and anxiously anticipate the theatrical release planned for next year.
TLB: Does SMC have plans for property acquisition outside of The Jungle Book? Streff: Yes. We are always actively seeking new acquisitions and, most recently, we acquired Angry Little Girls! and the Annabelle Candy Co. brands: Abba Zabba, Look, Big Hunk, UNO, and Rocky Road. ••••
Property Profile
The
T
Is In
BBC’s sci-fi series, Doctor Who, has gone from a cult phenomenon to a U.S. mainstream hit.
Matt Smith as The Eleventh Doctor
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he international iconic brand and TV hit series Doctor Who, now celebrating its 50th anniversary, is the longest-running sci-fi series in the world and continues to earn critical acclaim as BBC America’s highest-rated series. With award-winning lead writer and executive producer Steven Moffat (Sherlock, The Adventures of Tintin), Matt Smith starring as The Eleventh Doctor, and Jenna-Louis Coleman as his companion Clara, the series has gone from being a cult phenomenon to a mainstream hit in the U.S. Doctor Who is frequently referenced on several U.S. TV series, including The Big Bang Theory, Grey’s Anatomy, Criminal Minds, and Community, which features a long-running spoof called “Inspector Spacetime.” Last August, Doctor Who became the first British TV series to be featured on the cover of Entertainment Weekly. It was also featured as TV Guide Magazine’s Fan Favorite cover last December. The episodes have consistently been in the top 10 on the iTunes Store chart, the show was nominated for a 2012 People’s Choice Award, and it is the second fastest growing brand on Tumblr.
Winter 2013
With more than 100 licensees last year and more additions in the first half of this year, the brand extends over many categories, including home furnishings, comic books, board games, online and offline video games, home textiles, calendars, seasonal décor, Carla Peyton, senior vice president, BBC Worldwide Americas construction toys, science toys, a powered ride-in Dalek (The Doctor’s legendary foe), collector sculptures, and new clothing ranges for both adults and children. Doctor Who-branded products are sold in specialty stores across the U.S., as well as retailers such as Hot Topic, ThinkGeek, and Barnes and Noble. “After seeing thousands of fans camp out overnight and fill Hall H at San Diego Comic Con last summer, we knew that the brand had grown exponentially from previous years. This was further confirmed when more and more retailers were coming to us to carry our new Doctor Who products. We are thrilled that the fan base continues to grow, and, with this year being the 50th anniversary, we know that we will be offering more new products than ever to the best fan base in the universe,” says Carla Peyton, senior vice president of BBC Worldwide Americas. ••••
USAopoly
Traveling through time and space has never been more fun than with the Doctor Who 50th Anniversary Monopoly Collector’s Edition, from USAopoly. Play as one of six custom tokens based on the Doctors’ costumes across his regenerations: The Seventh Doctor’s Umbrella, The Second Doctor’s Recorder, The Fifth Doctor’s Celery, The Eleventh Doctor’s Bow Tie, The Eleventh Doctor’s Sonic Screwdriver, and The Fourth Doctor’s Scarf.
Her Universe
The Tardis has never looked so flattering as it does in this new dress, by Her Universe. After seeing so many girls and their custom-made dresses at San Diego Comic Con, Ashley Eckstein and Hot Topic decided to collaborate on a Tardis dress for fans who want to wear it and say, “Hello, My Name’s Sexy.” The Tardis dress is available at local retail stores.
Robe Factory
Just like The Doctor’s Tardis, there is more inside the Tardis Mini Fridge, from Robe Factory, than you think. The Doctor Who Tardis Mini Fridge holds a six-pack of 12-ounce cans, so you’ll always have a cold drink close at hand. Alternatively, you can reverse the polarity and heat the interior to make food steaming hot.
Underground Toys
The Doctor Who Tardis 4-Gigabyte USB Memory Stick, from Underground Toys, features a blue LED light and doubles as a key ring for easy travel on all adventures. Just remove the memory stick from the Tardis base and Doctor Who fans can save their documents in style.
AbbyShot Clothiers
The Doctor may be many things, but he is never poorly dressed and fans won’t be either in The Eleventh Doctor’s Green Coat, from AbbyShot Clothiers. Created from 100-percent moleskin, this double-breasted coat features six buttons, six pockets, a banana flap, and a posh Kasha lining. Just like The Doctor’s coat, one of the interior pockets is specifically designed for easy storage and access to the Sonic Screwdriver.
Winter 2013
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Hot Shots
An Interview with... Juli Boylan, Head of Global Licensing and Merchandising, Nerd Corps
The Licensing Book: How is Nerd Corps evolving? What properties are new or in the works? Boylan: Nerd Corps has long understood the value of brand extensions in the entertainment world. The key to success is delivering strong, character-driven stories in a world that kids want to emulate at home or with their friends. We create the overall intellectual property (IP) first, crafting an original property and story that taps into something unique, while delivering a fun fantasy experience for kids. This gives us a strong foundation on which to build the linear storytelling for television, and then carry it through to other media, including digital platforms, consumer products, toys, and events in a way that feels organic to the core brand. This approach has given us a much deeper understanding of how content and product can meet and drive one another. While television continues to be the cornerstone of our business, we’ve been strategically adding new divisions over the past few years that allow us to handle almost all aspects of IP creation and management. We have expanded our interactive team to develop online games and apps for mobile devices and deepened our creative development team, as well as our distribution, merchandising, and licensing operations. Currently, our main focus is supporting our newest action/comedy property Slugterra, which launched in the fall in the U.S. and continues to roll out globally on
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Winter 2013
Disney XD on pay TV, followed by free TV launches throughout this year. The toys are hitting shelves in February in the U.S. and globally in the fall, with more merchandise to follow. In addition to Slugterra, we’re hard at work on new comedy series similar to Endangered Species, which was recently greenlit by Teletoon in Canada, and taking our first steps into the preschool category. Additionally, we have a new boys’ action property in early development.
TLB: What is new with the Slugterra property? How has Slug It Out been received since its launch last month? Boylan: Slugterra had a great launch on Disney XD in the U.S. in the fall and has been a great performer for the network, airing an average of 10 times per week with new episodes airing this February. Internationally, the show is rolling out throughout this year and has performed extremely well in the territories where it has launched. Nerd Corps’ distribution team is currently locking down terrestrial broadcast around the world, which will start in the fall. On the merchandising front, toys and home video are launching in February in the U.S. with apparel following in the fall. We’ll be announcing several new deals this spring, including a trading card game partner. Globally, the toys will roll out in the fall, and we are working closely with our international agents to bring on new partners for the remainder of this year into next year. Part of the strength behind the Slugterra IP is our robust interactive strategy. Nerd Corps’ team entered the App Store space for the first time in December with a new game for iPhone, iPad, and iPod touch called Slug It Out! The game is an action puzzler that uses a match-three mechanic to duel. Kids collect slugs, power them up by matching tiles, and then fire them at an
opponent. It’s a strong reflection of the core themes of the show. The ratings and feedback have been extremely strong—we hit No. 15 on the paid list for puzzle games, and it remains in the top 50 to 100 puzzle games and action games for the iPhone and iPad.
TLB: How important is multi-platform entertainment for this property and for Nerd Corps overall? Boylan: Multi-platform is simply how our audience lives. Kids today have an expectation that their content will be available where and when they want it. To be successful, every property needs to be developed for a specific purpose with an intelligent process for releasing different product or content into the market—one that allows a child to grow with the property. To be successful, kids must love the characters and the stories, want to emulate the world, and know as much insider information as possible. With Slugterra, the series is a great viewing experience full of thrills and laughs. The mechanic of befriending slugs, training them, and blasting them at 100 mph to transform them in battle taps right into boys’ love of collecting, competing, and shooting and can be easily carried over into gaming, online, toys, and more. In addition, you must develop a deep enough world that the life cycle of the brand can be extended, giving kids reasons to come back for more for years to come. We believe we have that with Slugterra. The world is accessible and the mechanic behind the play pattern is simple to grasp, but to master it you have to spend time and learn how to become a great slugslinger. That requires smarts, agility, and the ability to compete. It is also a social experience, and that helps drive the property for the long haul. While traditional TV remains one of the strongest ways to drive a brand, non-linear digital and mobile opportunities are creating change—and with that comes both opportunities and challenges. It becomes increasingly difficult to finance a high-quality TV series when the audiences are fragmented. This type of fragmentation drives down license fees and creates a need to explore the ancillary revenue streams that are
becoming critical to success. Each platform has its own business model, which you need to learn and stay on top of, and you have to be willing to put in the extra resources to be in all of those places. The cost of entry can be very high, and you have to deliver high-quality content, but the rewards are there, too. We have seen great toy innovations and mobile apps deliver huge new IPs, and companies can absolutely break through if the property and products are awesome. Mobile and online both provide great opportunities to have direct relationships with the core kid demographic, so it’s a wonderful opportunity to learn about what kids love about our properties. It allows for a more iterative approach to evolve the product based on direct feedback from an audience.
TLB: With toys set to hit shelves in February, what is your overall product launch strategy and how will it unfold on a global basis? Boylan: Jakks is launching Slugterra toys in the U.S. with a product line centered around collectibility, transformation, and role play, highlighting the core play patterns laid out in the IP. As the line expands throughout the year, it will grow to incorporate figures and vehicles, while deepening the collectible lines and expanding on the blasters and accessories. Home video from Shout Factory is launching in tandem with the toy line, as well as a new multi-player version of the iOS game Slug it out!. Apparel from Hybrid and Mad Dog will come out in North America in the fall, and we just announced a new trading card game partner, Kodo. Nerd Corps’ licensing team will have several more deals to announce over the spring and summer for promotions and product launches slated for the remainder of this year into next year. The show will be bolstered by the launch of free-toair in the fall when toys start hitting shelves in Europe, Asia Pacific, and Latin America. We are working closely with our international agents in those regions to bring on new merchandise and promotional partners this year and next, including apparel, back to school, soft goods, and publishing. ••••
Slugterra Collectible Figures: Burpy (above) and Banger (below)
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Two Retail Trajectories Transform Brand Marketing, Even If No One Notices Retail Trajectories are connections that are tracked and mapped across categories, tiers, touch points, business models, and borders. They guide the strategies developed for brand marketing clients. by Carol Spieckerman, president, newmarketbuilders hile it may be too late to forecast what the year will bring to the retail scene, it’s never too late to look at the retail trajectories that most brand marketers are still ignoring. Here, I share two that are connected to the profound shifts that have already begun to transform brand marketers’ destinies. These will become even more important as the year progresses, whether or not anyone notices.
W
User Marketing Is the New Shopper Marketing
Carol Spieckerman, president, newmarketbuilders
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Shopper marketing has been all the rage in retail, even though it lacks a universally agreed definition. One area of contention is whether it is synonymous with in-store marketing or covers out-of-store experiences. When I’ve asked industry observers in the past, they have emphatically claimed that only one or the other is the case. The concept of shopper marketing and its companion
premise of shoppers’ path to purchase are getting long in the tooth. Many journeys now begin online, in stores, or from smartphones, and retailers are getting quite comfortable with the idea that not every path is a path to purchase. Retailers are shifting their focus away from hindsight, analyzing past consumer purchases, and even going beyond tracking current shopping behavior in order to pioneer the next frontier: understanding purchase intent through user marketing and user-derived data. Sometimes people are into pure engagement with a brand, and retailers are deliberately making that option quite tempting by offering free games, recipes, apps, or just the opportunity to engage with their brands through social media. To retailers, it’s all good because they are developing the capabilities to derive insights from all of that activity as users engage on their platforms, even if they don’t buy a thing. As a result of the user marketing movement, online engagement, social media, and e-commerce have become more strategic starting points for brand marketers, even before they open stores. The “clicks-to-bricks” user-based model ensures that any of the physical locations that e-tail companies decide to open have pent-up demand and followings
before the first shingle is hung and that each store’s assortments are fine-tuned to relevant affinity groups and user preferences. Along with that, user-bases are becoming just as desirable to acquisitive companies as customer-bases have traditionally been. Former e-tail brands like Athleta and Piperlime, both of which were acquired by Gap, Inc., are opening stores quite successfully, because the data and the user bases that they’ve built online are actually more relevant to brick-and-mortar retail than the reverse. Men’s apparel brand Bonobos is another great example of how former pure-play online brands are expanding their perspective. In 2007, Andy Dunn, one of the founders of the company, gave a speech titled “The End of Apparel as We Know It,” in which he argued that brick-and-mortar stores were a bad economic decision. He told a news channel in 2009 that the brand keeps men out of retail stores because “we know that men fundamentally don’t enjoy shopping.” Nordstrom’s recent $16.4 million investment in Bonobos ensured that the brand’s pure-play e-tail days were over as the brand hit Nordstrom stores. Since that time, Bonobos has augmented its physical footprint and continued its change in direction by opening six stand-alone stores. Going forward, user-bases and user-based experi-
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ences will hold as much weight with retailers as product sales because retailers see them as being mutually supportive. The opportunity for brand marketers, then, is to shift strategic perspective from being simply customer-centric toward being userfriendly. One way of doing so is to think about what can be given away, not just what can be sold— whether it’s free content, games, or experiences—and to position user-based assets as value-adds to retailers’ brand platforms. Facebook’s fluctuating valuation can make it tempting to throw stones at platforms that track interactions without facilitating transactions, but that won’t kill the shift. The user marketing train has left the station.
Content Is the New Campaign
Content is irresistible to retailers and, at the same time, offers opportunities that many brand marketers are underestimating or overlooking entirely. Brand marketers have traditionally thought of content as push marketing that leads to transactions; so, the main challenge was seen as right-sizing it to fit on various screens. Retailers have now moved far beyond placing content in channel silos as they attempt to capture, connect, and optimize all consumer touch points as parts of their brand platforms. Ongoing innovations on the Social, Local, Mobile (SoLoMo) scene, in particular, present exciting content opportunities for brand marketers, while also calling for new strategies. The term is a mash-up that addresses how shoppers are simultaneously interacting with brands through social media, geo-location, and mobility, and retailers now see content as the key
Retailers are shifting their focus away from hindsight, analyzing past consumer purchases, and even going beyond tracking current shopping behavior in order to pioneer the next frontier: understanding purchase intent through user marketing and user-derived data.”
“ that unlocks every touch point. Early in the game, the SoLoMo promise was to explode brand message deployment through new mediums. However, as retailers and other platforms such as Facebook and Twitter get better at thin-slicing various user segments, the real opportunity for brand marketers will be to create higher volumes of fresh content targeted at specific affinity groups. Successful marketers won’t simply buy ads on various platforms. They’ll promote sharable brand stories that resonate across the SoLoMo spectrum. If content is currency in the platform era, then user-generated content is gold. It’s a common misperception that social commerce relies on promoting brands through brands’ posts. It takes off when users tell their friends about a brand in their own posts. From there, brand marketers can achieve exponential reach by targeting social influencers and tapping into their friends and contacts. In order to do that, the content must be shareable in the first place. However, the term “shareable” isn’t to be taken literally, since the ability to share content is a given across the digital spectrum. Creating the desire to share is what shifts resources away from paid media and to the sweet spots of free, earned, and shared media. Better yet, brand marketers who plug into retailers’ content platforms can tap into their owned, paid, earned, and shared media exposure. Too often, suppliers assume that retailers have covered content on their own when the reality is that retailers are seeking a level of content diversity that they can’t achieve organically. Target’s Executive Vice President and Chief Marketing Officer Jeff Jones recently said that providing content-rich experiences
through promotional offers and behind-the-scenes videos via the company’s online magazine, A Bullseye View, and other corporate media is critical to the company becoming as dynamic as the world in which its customers live. In a recent presentation, Walmart’s Chief Marketing Officer Stephen Quinn cited content creation and content partnerships as a top opportunity for its suppliers. The latest developments on the content continuum demand an uncompromising commitment to quantity and quality. Content used to command attention. Now it must earn it. •••• Carol Spieckerman, president of newmarketbuilders, is a retail speaker, writer, and strategist. Spieckerman ties together emerging developments that are shaping the future of retail across retail tiers, categories, business models, and borders. Additional retail and brand insights may be found on her blog at www.nmbblog.com and on Twitter at @retailxpert. If you would like to learn more about the Retail Trajectories that Spieckerman is currently tracking and how brand marketers can position for success with retailers, register your teams for her upcoming free webinar, Unleashing the Power of Platform Positioning, to be held on March 27. To request an invitation for this limited-attendance event, email Spieckerman directly at carol@newmarketbuilders.com with the subject line “Power Position.”
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Mom was wrong. Lif e I S A ll F un a nd G am es!
Licensors
Saban Brands Introduces New Power Rangers Products
From Bandai comes the Deluxe Gosei Morpher, which allows the Power Rangers to morph, call their Zords into battle, and arm themselves with Rangers battle gear. Featuring lights and sounds, this Morpher opens to allow you to place a card inside. The Morpher comes with 10 cards that unlock 10 phrases and sound effects. Bandai will also introduce the Deluxe Gosei Great Megazord, which can be summoned with cards during battle to help stop evil, with three ways to play (five separate Zords, Megazord mode, and unique combinations with the ZordBuilder collection). With the Power Rangers Mega Bloks line, kids can build the Gosei Great Megazord with LED light-up blocks and real sounds; the Robo Knight Lion Zord, which comes with a working launcher and Robo Knight and Vrak figures; and the MegaForce Blind Pack Figures (Series 1), which includes eight new micro figures to collect. Mattel introduces two new Power Rangers Hot Wheels toys. The Power Rangers zoom into action with Gosei in the Hot Wheels Power Rangers Megaforce Action Set to fight evil. Kids can load their favorite Rangers character cars into the maintenance center using the secret ramp, spin the wheel, and launch full speed into battle. Zords have become cars in the Hot Wheels Power Rangers Assortment. The 1:64-scale die-cast vehicles are designed to represent the Power Rangers Zords from the 20th Anniversary Megaforce season. Mega Bloks’ Gosei Great Megazord
Sony Has Smurfs, Meatballs, and More
In After Earth, from Sony Pictures Entertainment (SPE), Cypher Raige and his son Kitai crash land on an inhabitable Earth, 1,000 years after cataclysmic events forced humanity’s flight from the planet. Kitai gets the chance to be a soldier like his father as they battle the rough terrain and dangerous creatures together. In The Smurfs 2, the 3-D sequel to the hybrid live-action/animated family comedy The Smurfs, the evil wizard Gargamel creates a group of mischievous Smurf-like creatures called the Naughties to harness the magical Smurf-essence. Papa and the Smurfs must return to our world to save their beloved Smurfette before Gargamel learns their secret. Ordinary teenager Clary discovers she is the descendant of a line of Shadowhunters, young halfangel warriers locked in an ancient battle to protect our world from demons in The Mortal Instruments: City of Bones. Clary joins forces with a group of Shadowhunters in an alternate New York called Downworld, filled with demons, warlocks, vampires, and werewolves, in order to save her mother. Cloudy with a Chance of Meatballs 2 is the 3-D story of Flint Lockwood and his friends being forced to leave their town Swallow Falls in the wake of the disastrous food storm at the end of the first movie. When it is discovered that sentient food beasts have overrun the island, they must save the world again. Join Popeye the Sailor and Olive Oyl in their mission to find Popeye’s long-lost Pappy in Popeye. Along the way, Popeye falls for Olive, fights his nemesis, the evil Sea Hag, and becomes a hero. SPE also has a licensing program targeting the Ghostbusters core fan base that is generating excitement. The program continues to add partners who recognize the strength and longevity of the brand.
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Licensors
DreamWorks Soars with Dragons and Speeds with Snails Spin Master will introduce a new line of toys featuring the DreamWorks dragons from the movie How to Train Your Dragon and the Cartoon Network series DreamWorks Dragons: Riders of Berk. The DreamWorks Dragons Giant Fire Breathing Toothless breathes realistic-looking fire created by safe water vapor and features a 23-inch wingspan. Giant Fire Breathing Toothless launches two glow-in-the-dark fireballs. The DreamWorks Dragons Action Dragons Assortment features flapping wings and action features, and the DreamWorks Dragons Mini Dragons Assortment are 3inch, pocket-sized figures with posable heads. This summer, DreamWorks Animation releases a new fea-
ture film, Turbo–the story of a snail who dreams of being the greatest racer in the world. His obsession with speed makes him an outsider in the snail community. Turbo wishes to escape the slow-paced life he’s living, and he gets that chance after a freak accident leaves him with the power of incredible speed. The newly turbo-charged Turbo embarks on an extraordinary journey to compete in the world’s greatest spectacle of racing. Joining Turbo is his ragtag pit crew of racing snails, trash-talking adrenaline junkies with shells that look like ministreet racing cars. Turbo is the underdog who achieves the impossible by refusing to let his limitations get in the way of his dreams.
WBCP Features Big- and Small-Screen Properties
Warner Bros. Consumer Products (WBCP) will kick off Toy Fair with global licensees in support of the studio’s portfolio of entertainment properties, led by the upcoming summer film Man of Steel, which hits theaters on June 14. Mattel will unveil a Man of Steel toy line including action figures, play sets, and collectible figures, highlighted by the Movie Masters line. Also supporting Man of Steel are global partners such as Lego with construction sets and Rubie’s Costume Co. with a new line of Man of Steel costumes and accessories. Additional partners include Thinkway Toys with a role-play line, Jakks Pacific with a range of collectible figures and novelty toys, and Cardinal Industries with games and puzzles. Other toy lines include Batman and DC Super Friends from master toy licensees Mattel and Fisher-Price; the Batman Classic TV series from Mattel, Hot Wheels, and Mezco; Beware the Batman; and Teen Titans Go!, from multiple partners. WBCP and its partners will also roll out toy lines to support classic favorites in new animated fare, including the Looney Tunes and The Looney Tunes Show, with product from licensees including master toy partner The Bridge Direct, Rubie’s, and EMTEC; Scooby-Doo, with support from master toy partner The Character Group, Pressman Toy, and other licensees; and Tom and Jerry, including master toy partner Jazwares with a line for the all-new animated series The Tom and Jerry Show, coming soon to Cartoon Network.
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Also being debuted is The Big Bang Theory-inspired toy products and collectibles, from partners including Ripple Junction, Cardinal Industries, Funko, Mezco, and Cryptozoic Entertainment. WBCP toy partners continue with new offerings inspired by The Hobbit trilogy of films from New Line Cinema and MetroGoldwyn-Mayer Pictures. Co-master toy partners The Bridge Direct and Vivid Group unveil new characters to their collections of figures, and New Zealand-based WETA Workshop will continue to roll out an array of authentic film prop replicas and collectibles. Also supporting the film are United Cutlery with collector weaponry replicas, Noble Collection with collectibles, and global licensee Lego with a range of construction sets.
The Hobbit Collectible Figures
Licensors
FCP’s Plans Are Epic
Twentieth Century Fox Consumer Products will show a range of products for properties such as The Simpsons, New Girl, Sons of Anarchy, and Epic, a 3-D CG action-adventure comedy from the creators of Ice Age and Rio. Epic headlines Fox’s theatrical properties. Fox Consumer Products and master toy partner, Dream International Ltd., will unveil a new toy line this February. Dream captures many of Epic’s characters through a line of detailed figures and plush that will hit shelves in May. In the television arena, Fox Consumer Products has tapped Maisto to showcase die-cast motorcycle models based on the FX series Sons of Anarchy. The models will arrive on shelves early this year, and will replicate the bikes featured on air. Fans of the comedy series New Girl will catch a first-look at the New Girl Trivia Board Game, from Pressman Toy. In the game, two to six players will be able to answer trivia questions, fill in the blanks in a singalong, and play multiple rounds to learn more about each other.
Hit Entertainment Saves the Day with Mike the Knight
Hit Entertainment, a division of Fisher-Price, will focus on Thomas & Friends as well as its newest original property, Mike the Knight. The Thomas & Friends line features King of the Railway, a direct-to-DVD feature-length movie set for release in the U.S. (Lionsgate Home Entertainment) and the UK in September, and in other territories including Australia, Germany, Benelux, Nordics, and Latin America by the end of the year. This release will have more than 65 tie-in products, including all the train systems from Fisher-Price: TrackMaster, Take-n-Play, and Thomas Wooden Railway. The new Thomas Wooden Railway has new innovation, while remaining true to the classic and specialty nature of the Thomas Wooden Railway line. The new line will include multilevel Thomas & Friends play sets, three-in-one destinations, and unique cargo loading sets. Toy Fair also marks the debut of the Mike the Knight toy line in the U.S., from Fisher-Price. The line will launch at retailers in June and roll out around the world in the fall. New products are geared toward boys and girls ages 2 and up. Mike the Knight is a new TV series co-produced by Hit Entertainment and Nelvana
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Studios that transports kids straight into a world of castles, dragons, and trolls. Mike the Knight currently airs on major broadcast platforms in the U.S. (Nickelodeon and Nick Jr.), Canada (Treehouse), the UK (Cbeebies), Australia (ABC), and France (TF1). Thirty-six broadcasters have been signed to date.
Mike the Knight
NBCUniversal Expands Lines
Konami Shows Metal Gear Rising Products
Konami Digital Entertainment, Inc., has created a licensed merchandise program across a variety of product categories for Metal Gear Rising: Revengeance, launching February 19 in North America. The branded merchandise was launched early this year online and at retailers nationwide. New products include custom headsets from Astro Gaming; headwear, wallets, jewelry, dog tags, utility key rings, lanyards, and cell phone cases from Bioworld Merchandising; USB drives and candy from Epic Weapons; buttons, magnets, patches, puzzles, pins, stationery, stickers, tattoos, throws, tumblers, wall scrolls, and towels from Great Eastern; action figures from Square Enix, Inc.; strategy guides from Piggyback Interactive Ltd.; and wall posters and mini posters from Trends International, LLC. Metal Gear Rising: Revengeance will be available February 19 for PlayStation 3 and Xbox 360 at major retail stores nationwide.
NBCUniversal features new products in its Knight Rider, Six Million Dollar Man, and Classic Battlestar Galactica lines. The Knight Rider line includes three new products. A 1:18-scale Hot Wheels Elite KITT from Mattel features lights and sounds (including Mattel’s Knight the series theme song) and a detailed dashboard. Rider KITT An EntertainmentEarth.com exclusive, the 13-inch Electronic KITT from Diamond Select Toys features the voice of the original KITT, William Daniels. This limited-edition vehicle comes with a 3.75-inch Michael Knight action figure. The poseable 8-inch Michael Knight retro-style action figure, from Diamond Select Toys, features the likeness of the series’ hero with detailed clothing. The Six Million Dollar Man line includes two 8-inch retro figure two-packs from Bif Bang Pow! These figures feature multiple points of articulation, fabric clothing, and a retro style. The first set features Oscar Goldman and Fembot, and the second set features Steve Austin and Barney Hiller. Also from Bif Bang Pow! come action figures and bobble heads featuring the Classic Battlestar Galactica 1978 series. The 8-inch retro figure two-pack includes Lucifer and Athena, which feature multiple points of articulation and episode-specific clothing. The bobble head line includes an electronic Cylon bobble head with light-up scanning eye, Commander Adama bobble head, and Cylon Centurion Monitor-mate bobble head. Mobeius Models introduces a line of model kits from the 2003 Battlestar Galactica series. These model kits include an unassembled Battlestar Pegasus, prefinished Galactica and Viper, and prefinished Battlestar Galactica Viper MK II.
Discovery Takes Kids Out of This World
NKOK, Inc., will feature Discovery Kids-branded products, including a line of pullback insect toys, a 3-D Dino egg puzzle, battery-operated dinosaurs, and multiple remote-control products, ranging from an R/C centipede to an astronaut and satellite/UFO. Already existing NKOK products include arts and crafts, laser tag, and an R/C robot. MasterPieces Puzzle Company will introduce the Discovery Kids Paint Your Own Solar System Mobile, a build- and paint-it-yourself mobile with facts to learn about the moons and atmosphere, and glow-in-the-dark and metallic paints. The Discovery Kids 150-piece Solar System Magnifinder Puzzle allows kids to reveal hidden facts about the solar system with the “magnifinder.”
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Licensors
Big Tent’s Domo Looks to Domo-Nate Toy Fair
Internet sensation and worldwide meme Domo looks to continue his Domo-nation of the marketplace this year. Big Tent Entertainment will continue to shine the spotlight on Domo through new lines from licensing partners including License 2 Play, Inc., Dark Horse, Plushland, and Pangea. License 2 Play, Inc., will showcase a number of new Domo plush items tied to the company’s new partnership with DC Comics. Domo X DC will feature the Japanese mascot assuming the role of DC’s biggest and most well-known superheroes, such as Batman and Superman, in plush form. Dark Horse Comics has continued its partnership with Domo, and will display a new line of products from the mainstream pop culture icon centered on the popular Domo Quee “mystery box” assortment, which is entering Series 5. Plushland will debut the first products under its new licensing agreement for Domo. Sports and pop culture fans alike will
enjoy this new line, featuring Domo plush decked out with logos from some of the top National Hockey League and college teams, as well as a number of recognizable destination slogans and sayings. Pangea Brands will display the Domo toaster. Fans of the Internet meme can start their day with the popular character toasted on their morning breakfast. Pangea will also debut a line of Domo DJ headphones and iPhone covers.
Entertainment One’s Peppa Pig Makes New Friends
Entertainment One Family will expand the Peppa Pig brand with the launch of new toys, books, and DVDs. Based on the animated television series Peppa Pig, each licensed product is designed to capture the unique charm of Peppa’s world and provide fans with hours of playtime fun. Fisher-Price will debut two new Peppa Pig toys: Bedtime Peppa and Muddy Puddles Bathtime Peppa. Bedtime Peppa is a plush Bedtime Peppa piggy-in-a-blanket that sings lullabies, oinks, and plays a counting sheep game. When in the laying position, Peppa falls asleep and both her cheeks glow. Muddy Puddles Bathtime Peppa is a play set that features a Peppa figure, a George squirter, a washing brush, and a bathtub storage container that suctions to the tub wall. Peppa’s muddy spots magically disappear in warm water. Candlewick Press will publish Peppa Pig and the Muddy Pud-
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dles, a 32-page hardcover book about Peppa and George dreaming of all the puddles they’ll get to jump in from the rainy day. They are unaware that the rain is turning their house into an island surrounded by water, providing a whole different kind of adventure. Also from Candlewick Press comes Peppa Pig and the Busy Day at School, in which Peppa is having a busy day learning numbers and letters, painting, making music, and playing outside. She can’t wait for special talent time, when all three of her special talents are chosen by others. Peppa Pig My Birthday Party and Other Stories is a DVD from Entertainment One that follows the adventures of Peppa Pig and her friends and family. These 10 piggy tales follow Peppa’s adventures and her favorite activity—jumpMuddy Puddles Bathtime Peppa ing in muddy puddles.
Visit us at Toy Fair Booth # 1831
Licensors
Kidz Bop Rocks with New Products and Partners
Kidz Bop has new promotional partnerships, consumer products, and licensing agreements for this year. The latest volume in its audio series, Kidz Bop 23, was released in January. The album includes 16 chart-topping hits, sung by kids for kids. The release is supported by a major national TV campaign airing on Nickelodeon, Disney XD, and Disney Channel, among others. Kidz Bop and Church & Dwight/Arm & Hammer are teaming up to release a Kidz Bop-branded line of musical Toothtunes toothbrushes that feature Kidz Bop music. Products are expected to launch in the first quarter. Kidz Bop and LeapFrog are expanding their relationship by distributing downloadable content though LeapFrog’s new digital app center. The Kidz Bop and Imperial Toy Pop Star toy line will continue to be available this year. Sakar is expanding Kidz Bop into the youth electronics category with the launch of karaoke machines, headphones, earbuds, speakers, and docking stations. These products will continue to roll out in the
Boo Plush to Be a Knockout
Knockout Licensing will introduce new products for its properties Boo and Downton Abbey. FouFou Dog will debut an assortment of Boo novelty items, while Gund, a division of Enesco, will feature an expanded line of Boo plush products. Cryptozoic Entertainment will launch a line of Downton Abbey collectible cards. The first 63-card base set will feature episodic images from the first and second seasons, as well as randomly inserted autograph and wardrobe material cards. Pressman Toy will debut 1,000-piece Downton Abbey puzzles. Boo plush
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U.S. and Canada throughout this year. Kidz Bop and Spotify launched the first Spotify app created specifically for kids and families, Kidz Bop Boombox. Kidz Bop is curating all music playlists for the app, which will be broken down into three different age groups: “Preschool” (ages 2-4), “Kidz” (ages 5-9), and “The Boom” (ages 10 and up). Kidzbop.com recently partnered with Simon and Schuster, HarperCollins, Burger King, RCA, LiveNation, Toys “R” Us, and LeapFrog for sponsored video contests, official fan pages, and giveaways. Kidz Bop will kick off its fourth annual Kidz Star USA Talent Search this summer. Kidz Star USA is America’s largest national talent competition for kids ages 15 and under. Last year, nearly 50,000 kids from across the country entered the competition. The grand prize winner receives a recording contract with RCA Records and a starring role in a Kidz Bop TV commercial and music video.
The Wizard of Oz Gets Precious
Precious Moments, Inc., will introduce the Precious Moments Plaster Magnets Kit from licensee Colorbök, LLC. The kit includes eight plaster magnets, five paint tubs, two paint brushes, and a sticker sheet for the figurines’ eyes, so that kids can paint and display eight magnets. Precious Moments also introduces a collection of Wizard of Oz dolls, representing the most famous characters from the time-honored tale. These 7-inch vinyl dolls include Dorothy, the Tin Man, the Cowardly Lion, the Scarecrow, and Glinda the Good Witch. The Wizard of Oz dolls
Winter 2013
Discovery Communications Focuses on Fun and Learning
Discovery Communications empowers people to explore the world through more than 100 worldwide networks, led by Discovery Channel, TLC, Animal Planet, Science Channel, Investigation Discovery, Planet Green, and HD Theater, as well as consumer and educational products and services, and a portfolio of digital media services including HowStuffWorks.com. Discovery Communications will feature Discovery and Animal Planet products at Toy Fair. Under the Animal Planet brand, Bendon Publishing will feature color and activity books and flash cards. HIS will showcase its line of Animal Planet car seats, stroller toys, neck pillows, travel blankets, and bath toys. Two licensees will also feature products inspired by the Mythbusters series on the Discovery Channel. Poof-Slinky will introduce the Mythbusters Science kits, which incorporate a trial and error, hands-on format, allowing kids to “bust” myths from aviation to air pressure. Wonderforge will feature Mythbusters, the Game.
The Jim Henson Co. Offers Pajanimals and Fraggles
The Jim Henson Co. expands brands with global consumer products initiatives for Pajanimals, Dinosaur Train, and Fraggle Rock under the Henson Family Brands banner. NCircle Entertainment will release several Pajanimals DVD titles this year in the U.S. and Canada, including Pajanimals Playdate in January. Additional Pajanimals licensees include Briarpatch (games/puzzles), Running Press (publishing), California Costumes (infant/toddler Halloween costumes), Buy Seasons (party goods), Planet Sox (socks), and Clothworks (fabrics). The Jim Henson Co. licensed all episodes of the Pajanimals series to The Walt Disney Co. for Disney Channel platforms in France, Italy, the Benelux, Central and Eastern Europe, Israel, Turkey, the Middle East, Africa, and Latin America. Tomy will expand product distribution into these markets following the series’ launch. Additionally, Kids Workout Factory is the new licensing agent for the Benelux. By the year’s end, publishing partners Penguin, Random House, Publications International, and Reader’s Digest will release more than 100 Dinosaur Train reading and activity books globally. Nickelodeon & Viacom Consumer Products signed as the merchandising agent for the UK. UK publishing partner Puffin will release a line of books in the spring. Other international Dinosaur Train licensees are Shok ID (France, soft toys), Junior Productions (Sweden, meet and greet promos with walk around character appearances), Babel (Portugal, publishing), Secret Fragrancy (Portugal, soap, shampoo, and shower gels), and iPlay (Portugal, music CDs). Megalicense will
represent the brand’s business interest in Russia and CIS, and CTrade Ltd. has been appointed as the toy licensee for the region. In Germany, licensing agency Lizenzwerft has also signed on. Celebrating Fraggle Rock’s 30th anniversary this year, 30 brands, designers, and products will be joining the Dance Your Cares Away Fraggle Fun program. Companies and designers onboard to roll out product this year include DRx Romanelli for DRxApparel, designer Anita Ko with Glamhouse for costume jewelry, Kamibashi for a String Doll Gang line of Fraggle Rock characters, and music producer Bryan Ray Turcotte and tastemaker Darren Romanelli for a compilation record featuring indie artists performing Fraggle songs. New partners include Gaiam/Vivendi for DVDs including a collector’s set with exclusive items, ICUP for drinkware and novelty items, Heyday for adult sneakers sold directly to consumers, Farmarama for a Facebook game, Genera for a music app, Jumpin Jammerz for adult footed pajamas, and Insight Editions for an OPUS collector’s book. Dinosaur Train
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Licensees
YooHoo! Aurora Showcases New Plush
Aurora has licenses for Raggedy Ann, YooHoo & Friends, Sad Sam & Honey, and Garfield. Under license from Hasbro, Inc., Aurora will refresh Raggedy Ann with Spring Garden Raggedy Ann. This doll features the embroidered I Love You heart and wears a violet floral print dress with a ruffled collar. Floral detail, a lavender butterfly, and traditional Raggedy Ann text adorn her white apron. The new Aurora YooHoo & Friends Egg Assortment includes the original YooHoos dressed as colorful, decorated Easter eggs. This assortment is available in four colors, and each egg makes a fun sound when squeezed. Aurora’s new Sad Sam & Honey line includes Sad Sam & Honey Hug Me, Sad Sam & Honey Snuggle, Sad Sam & Honey Classic, Honey Fancy Pals Carrier, and Sad Sam & Honey Take Me Home. Each plush can be hugged and snuggled, and is full of personality. The new Garfield collection from Aurora includes Wide-Eyed Garfield Sitting, Garfield Floppy, and Garfield Just Clinging Around. All Garfield products include a unique double-sided “Cattitude” hangtag featuring classic Garfield cartoons.
The Orb Factory Gets Fancy
The Orb Factory introduces three new products this year—two for the Fancy Nancy brand and one for the VeggieTales brand. Kids can loop, snap, and accessorize with the Fancy Nancy Stick’n Style Build-aBow Kit. The special button base can be used to loop pretty ribbon and create bows to snap onto headbands, hairclips, and more. The bows can be accessorized with sparkly stickers, jewels, and fancy feathers. Kids can dress up and act out their favorite Fancy Nancy storybook with the Fancy Nancy Fancy Feathers Dress-Up pink boa, Fancy charms, and satin ribbons. The box can also be used as a posh purse. With the VeggieTales Sticky Mosaics Friendship Box, kids can celebrate their faith with creative crafts featuring their favorite VeggieTales characters. Kids can follow a simple numbered legend and add jewels and tiles to create a colorful friendship box.
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Wide-Eyed Garfield Sitting plush
Sakar International Launches Cut the Rope, Expands Kidz Bop
Sakar expands its existing line of licensed products. New items include My Little Pony headphones, earbuds, message boards, and locker accessories; Hasbro Games-branded ear buds and flash drives; and G.I. Joe spy gear, including walkie-talkies and recon kits. Sakar’s Hello Kitty line sees the addition of karaoke machines, speakers, docks, musical instruments, walkie-talkies, and digital cameras. Sakar’s Uglydoll line debuts with plush audio speakers, flashlights, and USB flash drives. Sakar launches a line of Cut the Rope electronics and accessories, featuring Om Nom. The lineup includes ear buds, headphones, speakers, and smartphone, tablet, and computer accessories. Also new is the Hot Wheels line of youth electronics, featuring the iconic flame banner. Products include clock radios, walkie talkies, and headphones.Sakar and Kidz Bop are expanding into the youth electronics category with the launch of karaoke machines, headphones, earbuds, speakers, and docking stations. Product will continue to roll out in the U.S. and Canada throughout the year. Hello Kitty Karaoke Machine
Licensees
Wild Republic Adds Audubon Plush Purses
Wild Republic is expanding the Audubon Bird line. Licensed through the National Audubon Society, the traditional Wild Republic collectible line of realistic plush birds with authentic sound (real bird calls provided by the Cornell Lab of Ornithology) includes new plush clasp purses. The Audubon Birds Clasp Purses include a Bluebird and Cardinal, among other species.
Bandai Releases New PacMan, Power Rangers Lines
Bandai will bring its most recognizable video game character, PacMan, to the toy aisle, supporting the upcoming TV show, PacMan & The Ghostly Adventures. The Pac Panic Battle Spinner Action Figures have removable bases that transform figures into battling, spinning tops. Pac and his heroic friends battle the evil Betrayus and other ghostly characters from the Netherworld. The Pac Panic Battle Arena includes an exclusive Pac Panic Battle Spinner Action Figure. Also from Bandai’s new PacMan line comes Ghost Grabbers. These 4-inch figures feature a surprise, ghost-grabbing action when Pac’s mouth is opened. Ghost Grabbers are recommended for ages 4 and up. Bandai America and Saban Brands are celebrating the 20th anniversary of Power Rangers with the new Power Rangers Megaforce TV series and inspired toy line. The Gosei Ultimate Megazord is a spaceship command center with multiple play modes: morph into spaceship mode, Megazord mode, play set mode, or unique combinations with other items within the Zord Builder collection, which includes Megazords, Zord Vehicles, and Zord Cycles. The Battle Morphin’ Ranger Figures have battling features that are unlocked using the joystick technology on the back of these Megaforce Power Rangers. Use the joystick to wield the Ghost Grabber Ranger’s weapon for the ultimate 360-degree control of movement. Bandai’s Ultra Morphin’ Ranger Figures morph into Ultra Mode with the simple push of a button on the back of the figure. Each Ranger releases a blast of light from his or her armor when morphed. The Armored Might Ranger Figures come with battle gear for a more extensive play pattern. Each figure also features more than 20 points of articulation to create battle poses. The 10-inch Power Rangers FX Action Figures can be activated by a simple press of a button. Kids can activate lights, battle sounds, and phrases straight out of the TV series. Bandai’s Ben 10 toys celebrate their seventh year at retail this year with toys based on the Ben 10 Omniverse series. The Ben 10 Omni-Net Omnitrix enables interactive play with the iPad, iPhone, Bandai’s Ben 10 website, or the included DVD, which has 40 minutes of Ben 10 cartoon action. Kids can use the Omnitrix to wirelessly control special features in the Ben 10 app or video game. It can also react to the output of these media devices and magically come to life and play 12 different alien voices or 20 sound effects as it vibrates and lights up. Kids can emulate Ben 10 with the Omnitrix Shuffle. When the Omnitrix Shuffle is shaken, kids will randomly hear any of 10 alien voices. By attaching the included alien mini figure, only that alien’s voice will be heard when the Omnitrix Shuffle is activated. To control the other nine voices, kids can collect compatible mini figures. Modeled after a room shown on the cartoon, the Ben 10 Transportation Station is a high-tech gadget-producing lab where Ben works with his fellow plumbers to rid the universe of evil. Two action figures come with the play set, so kids can position Ben at the lab door and, when evil approaches, press down on the Omnitrix symbol and watch Ben disappear behind the door then reappear on top as Humungousaur. The more figures kids collect, the more aliens Ben can change into. The set also includes a racing scooter, a missile-firing turret, and a jail.
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Calego International
Calego International’s Disney Princess Castle features eight Disney Princesses (Ariel, Belle, Cinderella, Jasmine, Aurora, Rapunzel, Snow White, and Tiana) on the collapsible doll house castle. The castle, which is 51 inches high and 31 inches long, is easy to assemble using Calego’s Colormatch system and it can be taken down in a minute.
PlayWow
Delta to Unveil Expanded Disney Line
Delta Children’s Products, manufacturer of nursery and toddler furniture, will unveil an expanded Disney collection and introduce products based on Bubble Guppies from Nick Jr. Each collection will include toddler beds, upholstered chairs, toy bin organizers and Delta’s signature table and chair sets. New Disney characters have been added to Delta’s roster. Jake and The Neverland Pirates and Doc McStuffins are scheduled to debut in the spring. Both licensed lines include a table and chair set, a toddler bed, a multi-bin toy organizer, and an uphol- Monsters University Chair stered chair. Lines based on Monsters University and Planes will launch in conjunction with the Disney Pixar movie premieres.
With the new Jungle Book themed Giant Peek ‘n Learn Tunnel, kids can go on an adventure without ever leaving the play room. This inflatable tunnel features Jungle Book characters like Mowgli, Shere Khan, and Baloo, and includes three windows that encourage peek-a-boo fun. Perfect for use indoors or out, this activity tunnel comes equipped with a pump and is easy to inflate. The tunnel is recommended for ages 3 and up.
Jazwares to Release Yo Gabba Gabba and So So Happy Toy Lines
So So Happy Jazwares will release its Yo Gabba Gabba! toy Ozzie plush line, as well as a new So So Happy toy line based on the property’s characters, whose mission is to stomp out bullying and promote acceptance among all beings. Both lines will include figure and plush styles. Jazwares also plans to expand lines based on Lalaloopsy, One Direction, Plants vs. Zombies, Nicktoons, Hanna-Barbera, Regular Show, and Power Rangers. Jazwares’ Adventure Time toy line, which was extended last year to include electronics, will continue its growth pattern worldwide this year. Currently, Jazwares holds master toy licenses for Adventure Time, Regular Show, Sonic the Hedgehog, and Yo Gabba Gabba!
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Licensees
Kids Preferred Inspired by Books
Kids Preferred’s Goodnight Moon line, based on the book by Margaret Wise Brown, will expand. The Goodnight Moon Development Bunny, On-the-Go Chime, Starry Projector Bunny, Melamine Mealtime Set, and utensils bring this story to life for babies and young children. Kids Preferred is also launching a line of soft plush multi-textured Shaun the Sheep toys in three sizes—6, 12, and 20 inches—and a 7.5-inch Timmy the Lamb, both cuddly companions for all ages. Kids Preferred introduces its new collection of toys from The World of Eric Carle. New additions featuring The Very Hungry Caterpillar include an attachable mirror, Tummy Time Plush, Tummy Time Playmat and Pillow, Fun
Foods Teether Soft Book, Let’s Count Clip-On Book, Bath Gift Set: Book with 5 Squirties, a wooden stick raddle, a grasp and twist toy, and bookends. Other products include The World of Eric Carle Discovery Cube, Large Developmental Elephant and Ladybug, Twist & Click Animal Blocks, The Tiny See Clip-On Soft Book, and wooden pull-back characters and baby rattle assortments. The World of Eric Carle is represented by global licensing agent The Joester Loria Group. Wooden Very Hungry Caterpillar
The Bridge Direct Takes Off with Superheroes
This fall, the most iconic superhero characters are taking flight with the Flying Heroes line, from The Bridge Direct. With a quick pull from the launcher, kids will be able to unleash their favorite superheroes and watch them fly like never before. The collection features classic superheroes, including Batman, Superman, Spider-Man, Wolverine, Thor, Hulk, and Captain America. Flying Heroes are designed for children ages 4 and up. Based on the character from The Looney Tunes Show, the Tornado Taz Talking Plush features four trigger points. Kids will be able to activate Taz’s sayings and actions by squeezing the trigger points on his hand, foot, nose, and tongue. When both his foot and hand are squeezed, the tornado in Taz takes over and he shakes and spins just like he does in the cartoons. Tornado Taz Talking Plush is designed for kids ages 3 and up. Power Rangers fans will be able to celebrate Megaforce Battle Buddies the franchise’s 20th Talking Plush anniversary with the new Power Rangers Megaforce Battle Buddies Talking Plush. Soft yet sturdy, these authentic fea-
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ture plush let kids recreate their favorite Power Rangers battles. Each buddy has more than 10 battle sounds and Megaforce phrases, including “ultimate mega strike!” and “megazord final attack!” The Buddies are designed for children ages 3 and up. Shoulder Buddies wearable figures are taking on a blue hue this year. With the release of the Smurfs 2 film in July, the blue characters will be introduced to a whole new generation of fans who will now be able to take the Smurfs wherever they go. Each Smurfs Shoulder Buddies comes with a collector’s card and a magical coin to help it securely stay in place on a shoulder, hat, or backpack. The collection includes Classic Smurf, Smurfette, and Papa Smurf. Smurfs Shoulder Buddies are designed for kids ages 3 and up. With the second installment of Peter Jackson’s The Hobbit trilogy coming in December, new movie-based figures and roleplay toys will be added to the toy line. The new items have been sculpted to bring The Hobbit fantasy to life with detail and authenticity. Available in 3.75-inch and 6-inch scales, the figures each feature 12 points of articulation and replicate the facial features, clothing, weapons, and accessories of the film’s characters. New additions in the 3.75-inch scale include Radagast, Bofur, Nori, Gloin, Bifur, and Azog. In the 6-inch scale, there will be new figures of Azog, Bolg, and Radagast. An updated Sting Sword will give young fans a new way to recreate the film’s battle scenes. The Hobbit products are designed for children ages 4 and up.
Licensees
Vivid Toy Group Walks with Dinosaurs
Vivid Toy Group expects a monster year, underpinned by major new license acquisitions and investment in long-term brands. The Walking with Dinosaurs 3D movie will hit cinemas supported by live-action arena shows. Vivid Toy Group has secured worldwide master toy and game rights with a full line of collectibles, play sets, role-play toys, and games to coincide with the BBC/20th Century Fox movie event in December. Disney will launch Teen Beach Movie this fall, and Vivid will have a full range of dolls and girls’ collectibles supported by TV advertising. Vivid is the master toy manufacturer for the film across EMEA. Vivid will also be the master toy licensee (excluding North America, Japan, and Korea) for Tickety Toc, a new preschool TV series from Zodiak Rights. Vivid will create a range of plush, collectibles, games, puzzles, and play sets for launch in the fall. Vivid will also expand its Moshi Monsters, Horri-ballz, and Flufflings lines.
Playmates Fights Crime with Turtle Power
With the ability to fling and throw out projectiles to take out the water. It is compatible with most of the Core Turtle Action Figures enemy, the Teenage Mutant Ninja Turtles Flingers Deluxe Action and is suitable for kids ages 4 and up. Figures, from Playmates Toys, come fully equipped and ready for Kids can Turtle-ize the sky with the Mutagen Ooze Drop battle. Kids ages 4 and up load projectiles into the backpacks of Copter airborne assault helicopter, complete with twin tubs to each figure, roll the figures across a hard surface, and watch as the release the Ooze on any Foot Clan walking the streets. Fast-spinprojectiles are flung. Each figure comes dressed in battle armor ning propeller blades and a working winch get the Turtles into and gear, and the projectiles are specific to each figure. out of danger quickly. With the Pop-Up Pizza Playset The 14-inch Mega Mutant Leonardo Anchovy Alley, kids can open the Remote-Control Figure puts kids in pizza box to serve up a slice of charge of the ninjutsu action via an action, topped with furious ninja easy-to-use infrared controller. moves. The pizza box pops open Kids can initiate their own into a subway scene that stands 18 punches, kicks, chops, blocks, inches tall. The play set’s ninja action spin-kicks, and katana slices. There features include a portable pizza are 12 motorized ninjutsu moves oven that flings fresh pizzas, floor for kids to choose from. The figure Mutagen Ooze Action Figures traps, a tricky sewer, and an abandoned subway also includes 100 phrases with four interactive play tunnel. modes: Secret Kata, Shadow Sensei, Turtle Training, and Ninja Outfitted in their Ooze bustin’ gear, each Mutagen Ooze Action Adventure. Figure is fully articulated and comes with a backpack and scoop Kids can drive the Turtles into their next battle with the Ninja that kids can load up with Mutagenic Ooze. Kids push down the Control Shellraiser, a full-function, remote-controlled Shellraiser. plunger to squirt the Ooze into the scoop and then fling it at bad This vehicle comes with full-steering, remote-control action, and guys. Mutagen Ooze Canisters include a 2.4-ounce canister of the ability to control the rapid-fire sewer-cover cannon. The Secret Sewer Lair Playset resembles the sewer lair that is Mutagen Ooze and a bonus mini Turtle figure. Kids can collect all four and use this creepy compound across the entire Mutagen home to the Turtles in the new Nickelodeon TV show. It includes Ooze figure and vehicle segment, such as the Mutagen Ooze more than 20 ninja features and stands at 42 inches tall. This play Sewer Cruiser, a fast-floating wet ski complete with its own slick set is compatible with all Turtles action figures and is suitable for defense. The Sewer Cruiser floats so it can be used on land or in kids ages 4 and up.
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Mattel Expands WWE Rumblers Line
The WWE Rumblers Rampage Devastadium Playset and Figure Assortment take the Rumblers Rampage figures to a new level. The figures now have kid-activated battling features including knockout punches, jumps into the air, and throws. To create maximum mayhem, kids can place their favorite Rumblers Rampage figures inside the Devastadium play set. With multiple interactive features, figures can punch the boom camera into the TitanTron, throw each other into the stands, and jump into the breakaway lights. When the set hits its breaking point, it collapses into chaos but can be easily reset for more rumbling fun. The play set and figures are recommended for ages 3 and up. WWE Rumblers Rampage Devastadium Playset
Goldie Debuts Mario Kart Diecast
Goldie International debuted its new die-cast line, the Mario Kart Diecast Collection. With all five Mario Kart Diecast characters, kids can bring the world of Mario Kart racing to their living rooms. The Mario Kart Diecast Series One characters include Mario, Yoshi, Luigi, Donkey Kong, and Toad. The die-cast vehicles come in 1:64 scale and are sold as either single packs or in a five-pack collection. The Mario Kart Diecast Collection is for kids ages 7 and up.
Smart Toys and Games Challenges Players
Smart Toys and Games, Inc., brings the Angry Birds characters to single player logic games. Angry Birds Under Construction challenges players ages 8 and up to solve 48 puzzles by using four playing pieces to cover the correct number and type of pigs and birds to match the challenge in the included booklet. Angry Birds On Top challenges players ages 6 and up to move five transparent sliding pieces until pigs are covered with angry birds, trying not to trap the birds in the cage. This multi-level puzzle comes with 48 challenges.
Fremont Introduces NFL Game Day
NFL Game Day, an official licensed product of the National Football League, from Fremont Die, is a board game that teaches the rules of NFL football, engaging novice fans while challenging the savviest. This family-friendly game makes players the coaches and tests offensive, defensive, and special teams plays. The metallic game board resembles a realistic NFL field, including hash marks, a scoreboard, and fans. Players can customize the end zones to feature their teams with magnetized logos from all 32 NFL teams. Game play is determined through the exchange of cards reflecting offense, defense, and special teams plays. Players mark the progress on the field with a magnetic football. The set also includes a yard marker to keep track of downs after each play. The score is kept with additional discs placed on the scoreboard.
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Licensees
Thinkway Brings Despicable Me 2 to the Toy Space
The Despicable Me 2 Talking Figures line, from Thinkway Toys, includes collectible characters from the upcoming sequel to the film Despicable Me. Talking Dave the Minion, Tim the Minion, and Stuart the Minion have moving heads and eyes. Kids can push a button to hear their voices and sound effects. Each figure features poseable arms and soft skin upper bodies. Dave and Stuart stand approximately 8 inches tall, and Tim is more than 9 inches tall. The Talking Gru is also poseable and talks with the push of a button. Kids can turn his body from side to side and move his head and arms. A display stand is included with the 11-inch figure. Agnes’ Unicorn plush is soft and features clip-clop sounds and magical effects. The unicorn has a horn that lights up in multiple colors and is approximately 14 inches long. The Bedtime Agnes doll is soft-bodied and has embroidered facial features. Kids can press a button to hear her voice and sound effects. Her slippers light up in multiple colors, and she stands approximately 12 inches tall. All of the Despicable Me 2 products are designed for children ages 4 and up.
Tim the Minion
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Build Up 2013 with Mega Bloks
Mega Bloks introduces a number of new play sets this year. The Mega Bloks Hot Wheels collection features speed, action, and performance. Kids can build and collect their favorite Hot Wheels vehicles and customize their own creations. The Hot Wheels line also includes launchers, and each set features a collectible Team Hot Wheels micro action figure. Mega Bloks World of Warcraft-Sha of Anger features a buildable, MoP-style Sha of Anger and a collectible Chen Stormstout. Mega Bloks Halo launches a new collection of characters, vehicles, and play sets. Inspired by the Halo universe, the building experience is enhanced with product innovation, build-andcombine opportunities, and collectible micro action figures. Mega Bloks First Builders Safari Train toots like a real train. Safari Train comes with five safari animals and a buildable train with four blocks. Safari animals can also be combined with Farm Pals and are compatible with all First Builders products. Mega Bloks Jeep Ride-On makes real mechanical sounds and comes in both clasSmurfette’s House sic colors and pink. The Jeep Ride-On set includes 10 Jeep-inspired blocks and features a storage compartment under the seat. Kids can ride along or use it as a push toy. Mega Bloks The Smurfs-Smurfette’s House launches in anticipation of Smurfs 2 and features more accessories for added play value. Smurfette’s House can be combined with other Smurfs play sets. Mega Bloks Dora’s House includes characters Dora and Boots, as well as a large duffel bag for on-the-go fun.
Interactive Toy Concepts Lets Kids Animate Favorite Characters
Light Stars, from Interactive Toy Concepts, bring animation right into a child’s bedroom, allowing them to project and control their favorite characters on their walls. Power Rangers will battle on the ceiling. Spider-Man will swing across the bedroom wall. Each Light Stars features multiple moving animations that allow each character to perform signature moves.
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• Holiday Gift Guide in the November issue
of Woman’s Day magazine, read by 20 Million* Consumers (*MRI Fall 2012).
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a comprehensive companion website, thetoyinsider.com, features links to participating advertisers’ and retailers’ websites.
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Licensees
NKOK’s Characters Speed into 2013
SpongeBob SquarePants’ Krabby Patty is the most famous burger in the Pacific Ocean, but it’s not a typical burger on wheels. NKOK has tuned it up with grills, spoilers, rims, and exhaust for performance and style. This full-function R/C vehicle goes in all directions and features working headlights. The Scooby Doo Wheelie Mystery Machine sports a new Rat Fink style. Press a button and watch the engine rumble into action before the machine zooms off and pops a wheelie. The mystery machine features a rumbling engine block, light-up exhaust pipes, a raked front end, and working headlights. All the action from Sonic AllStar Racing is brought to life with Sonic’s redesigned Speed Star. This full-function R/C vehicle features working headlights and a sleek new look from the new Sega video game.
Manhattan Toy Gets Seussical
Tummy time play gets a Seussical twist with The Cat in the Hat Discovery Mat, from Manhattan Toy. The mat features the Cat In the Hat with his friendly fish.
SpongeBob SquarePants’ Krabby Patty
University Games
University Games has kids jumping out of their seats to feed The Very Hungry Caterpillar in a game of Twirl & Toss. Players take turns throwing fruit at the Velcro caterpillar. The first player done feeding The Very Hungry Caterpillar is the winner. University Games welcomes Hello Kitty into its lineup with the Hello Kitty Colorforms Dress-Up Game. Kids can get Hello Kitty ready for her next adventure by dressing her in fashionable outfits and accessories. Collectors will enjoy building two Hello Kitty crystal puzzles.
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Spin Master Expands with Dragons
Spin Master gives kids the ability to become champions of truth and justice with the half pillow, half superhero Pillow Kapow. Kids can slide their arms into the extendable sleeves and transform into a superhero, then use it as a pillow for taking naps. Pillow Kapow is available in Batman, Superman, and WWE characters. Also from Spin Master comes Zip Bandz fully functioning zipper bracelets. In a global licensing agreement, Zip Bandz will bring One Direction to kids’ wrists. One Direction Zip Bandz will feature colors and charms branded with the 1D logo. Spin Master will also introduce a new line of toys featuring the dragons from the One Direction Zip Bandz movie How to Train Your Dragon and the Cartoon Network series DreamWorks Dragons: Riders of Berk. The DreamWorks Dragons Giant Fire Breathing Toothless breathes realisticlooking fire created by safe water vapor. Giant Fire Breathing Toothless features a 23-inch wingspan and launches two glow-in-the-dark fireballs. The DreamWorks Dragons Action Dragons Assortment features flapping wings and action features, while the DreamWorks Dragons Mini Dragons Assortment are 3-inch, pocket-sized figures with posable heads.
Licensees
Pillow Pets Adds Warner Bros. Properties
CJ Products’ Pillow Pets are ideal naptime companions, providing a friend as well as a snuggly place to rest your head. Pillow Pets have a strap that closes underneath to transform the pillows into friendly pets. Made of high-quality chenille, Pillow Pets add true function by combining the security of a stuffed animal with the functionality of a pillow. This line of plush, foldable stuffed animals now includes iconic Warner Bros. styles, including Scooby-Doo and the Batmobile. The Warner Bros. styles are available in the 18-inch size Pillow Pets.
Scooby-Doo Pillow Pet
Lego Expands with Turtles and Superheroes
New to Lego’s Teenage Mutant Ninja Turtles line is the Turtle Lair Attack. Kids can instruct Leonardo in ninja arts with Master Splinter and the rotating training dummy, or experiment in Donnie’s lab. When the explosion function is triggered, the turtles can fight in all three stories of the Lair with 10 weapons and a pizzashooting oven. Also new to the line this year are the Kraang Lab Escape, Stealth Shell in Pursuit, Shredder’s Dragon Bike, Baxter Robot Rampage, and Shellraiser Street Chase. With the Constitution Train Chase, new to the Lone Ranger line, kids can help Tonto place the dynamite and blow up the water tower to stop the speeding train in its tracks. The set has a three-car train, secret coal wagon hideout, and seven minifigures with weapons and accessories. The new Lone Ranger line also includes Silver Mine Shootout, Colby City Showdown, Stagecoach Escape, and the Calvary Builder Set.
The Bat vs. Bane: Tumbler Chase
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New to the Super Heroes line is The Bat vs. Bane: Tumbler Chase. In this 367-piece set, kids can help Batman save Police Commissioner Gordon from Bane in the armored Tumbler. The Tumbler includes hidden dual flick missiles and flame exhaust. The set includes Batman, Bane, and Police Commissioner Gordon minifigures. Also from the Super Heroes line are Spider-Man Spider-Cycle Chase, Spider-Man Daily Bugle Showdown, and Arctic Batman vs. Mr. Freeze. Race with Luke Skywalker over the icy surface of planet Hoth in the Battle of Hoth, new to Lego’s Star Wars line. Fire the tower cannon, keep watch from the command center trench, and catch Imperial Stormtroopers. This set includes six minifigures with assorted weapons and accessories, including Luke Skywalker in a snowspeeder outfit. Kids can build other famous scenes from Star Wars with the new Rancor Pit, Umbaran MHC, Z-95 Headhunter, SW Advent Calendar, Yoda vs. Dooku Playset, Homing Spider Droid, BARC Speeder with Side Car, Mandalorian Speeder, A-wing Starfighter, Corporate Alliance Tank Droid, and AT-RT. Fly the Great Eagle high above the Black Gate of Mordor in the 656-piece Battle at the Black set, new to the Lord of the Rings line. Help distract the Eye of Sauron, while Frodo and Sam throw the ring into Mount Doom. Kids can stage this scene from the movie with this set, which contains a Great Eagle and five minifigures with weapons. New sets from this line include Pirate Ship Ambush, The Council of Elrond, and The Wizard Battles.
Get Moving with Tomy International
Tomy International is now the exclusive licensee and distributor for Pokémon in categories including figures, figure accessories, and plush. Featured introductions include a range of figures, R/C characters, novelty, basic plush, and new battle play sets for Pokémon fans of all ages. Based on The Jim Henson Co.’s TV series Pajanimals, Tomy’s Pajanimals line includes 9-inch and 15-inch Plush Pajanimals Friends and a premium fleece Snuggle Up Story Mat. Later releases will include Snuggle Buddies, a Routine Board to help little ones transition from playtime to bedtime, and the Apollo Goodnight Projector, featuring a spinning starry nightlight show and lullaby theme from the series. The Pajanimals line is suitable for kids ages 1 and up. Tomy expands the classic Chuggington Wooden Railway and Die-Cast Railway systems. Budding engineers can look forward to even more traintastic adventures with new Chuggington characters. Die-Cast Railway introductions feature an exclusive, revolutionary track system that enables kids to build spiraling train layouts. The die-cast system remains focused on delivering the ultimate height and stability, with new themed play sets that offer multiple builds and bring adventures to life for young conductors. The Chuggington Wooden Railway adds talking engines, further enhancing role-play opportunities. New items include a rescue-themed play set. Tomy introduces products based on the Nintendo game release of Mario Kart 7. Offerings include mini die-cast, infrared controlled vehicles and track sets, along with radio-controlled vehicles that let kids drive game-racing action. Radio-control items include the Mario Drift Kart IR, the Mario Drift Kart Pro R/C, and the extreme Mario Stunt Kart R/C that jumps, does wheelies, bounces, and spins. A full line of die-cast and Mario Kart 7 play sets incorporating popular Mario characters, racing, and battling components will also be available. Tomy’s John Deere brand promotes both farm and construction play in a complete product line, covering everything from preschool toys to ride-ons, thematic R/C vehicles, and collector replicas. New additions to the John Deere Preschool line include the John Deere Push & Go Truck, with a tilting dump box, and the John Deere First Animal Puzzle, an easy-to-spin, three-sided puzzle that helps preschoolers
learn counting and animals. John Deere Big Farm expands its offering of 1:16-scale items with the Frontier Grain Cart, which features a rotating, working unloading auger, an adjustable jack, and a fully functioning John Deere R/C Tractor that steers right, left, forward, and reverse and features working lights and sounds. Additions to the Monster Treads lineup include Monster Wheelers, the John Deere Mega Hauling Set, the Tractor with Gravity Wagon, and the Loader. Based on the animated preschool series from The Jim Henson Co., Tomy’s Dinosaur Train line incorporates elements from the animated series. Additions to the InterAction Figure line include InterAction Keenan, which comes to life with more than 40 dino sounds and phrases to react and respond to all his dinosaur friends, and Extreme InterAction Sonny. Kids can watch Sonny’s spinning neck action as he comes to life with more than 50 dino sounds and phrases. Also new to the line are collectible hatching eggs. Kids wind up the egg and the dinosaur walks out. Figures are available with Buddy, Shiny, Tiny, and Spikey.
Chuggington Die-Cast Rocky Ridge
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Licensees
The Wish Factory Offers 1D and Carly Rae Jepson Products
Fans of One Direction can bring the band to their iPhone 4 or 4S with the 1D Light Up iPhone Case, from The Wish Factory. The case lights up and changes colors for calls and texts. The hard plastic case protects fans’ phones and doubles as a stylish accessory. The 1D Striped Customizable Case comes with five mix-andmatch stripes (one for 1D Light Up each 1D band member), iPhone Case and offers a variety of design possibilities. Kids can customize even more with the Striped Case Refills, featuring special packs for each band member. Fans can take Carly Rae Jepson wherever they go with the “Call Me Maybe” Singing Doll. With her brunette locks and trendy outfits, the doll captures Jepson’s essence, right down to her singing voice. Fans ages 6 and up can take the pop star on a walk down a red carpet, to a Grammy performance, or on a world tour. Fans can also recreate Jepson’s stage presence with the “Call Me Maybe” Singing Toy Microphone. The microphone allows fans to sing to the hit single with or without background tracks. Kids can record a solo, sing along with friends, or throw a concert.
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Neat-Oh! Expands Storage Lines
The Star Wars ZipBin Darth Vader Toy Storage & Carry Case and Star Wars ZipBin Stormtrooper Storage Case, from Neat-Oh!, have room to fit all of kids’ Star Wars toys, and they wipe clean with a damp cloth for any unexpected spill. Kids can step into the cockpit of the Rebel Alliance’s starfighter with the Star Wars ZipBin X-Wing Backpack. Kids can store their favorite Star Wars toys and take them on the go. The Star Wars Storage Bin fits into a standard modular square unit. The durable design and graphics complement any Star Wars collection. Command the Galactic Empire’s most menacing weapon with the Star Wars ZipBin Deathstar Transforming Toy Box. With pockets for up to six minifigures, this Transforming Toy Box holds 1,000 Lego bricks and unzips to a flat surface for easy play and storage. The ZipBin surface easily wipes clean with a damp cloth. The Lego Friends ZipBin Heartlake Wristlet provides six pockets to help kids’ figures travel in style. With its immersive playmat, the Lego Friends ZipBin Heartlake Place Storage Case allows kids to store and carry their favorite toys and even some completed Lego Friends sets. Both surfaces wipe clean with a damp cloth. The Barbie Clutch with Black Box, for kids ages 3 and up, Stormtrooper Storage Case provides the finishing touch for any fashionista’s outfit. With pink Barbie designs woven on the front and a dreamy dressing room on the inside, any girl can make a fashion statement. Keeping favorite Barbie dolls organized has never been easier than with the Barbie Fab Case. With its easy-to-hold shape, the Fab Case helps every budding fashion fan bring their favorite dolls with them wherever they go. The case is made for kids ages 3 and up. Racetrack or city road, the Hot Wheels ZipBin Drift Racer doesn’t come close to any other driver. Kids can unzip the fiery red exterior into a two-lane drag strip with a winding cityscape background. The car body is integrated into the shape of the backpack. The backpack’s handle acts as the car’s spoiler. Kids can throw it over a shoulder and speed away with the Hot Wheels car included. Boys can get their Hot Wheels muscle cars safely to and from the track with the Hot Wheels ZipBin Wheelie with Car. The adjustable straps make it easy to grab the cars and go. Whether he’s competing on the two-lane drag racing track with the included Hot Wheels car or just taking his collection to a friend’s house, he’ll be ready to roll. This backpack is suitable for kids ages 3 and up. The Hot Wheels 18 Car Black Tin Carrying Case provides a classic, durable storage unit for up to 18 Hot Wheels vehicles. Kids can keep their top competitors organized wherever they go by using the tin’s 18 dividers for easy storage. This case is only available in the U.S. and Canada.
International
Bologna Licensing Trade Fair The Only Licensing Event in Italy
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ologna Licensing Trade Fair (BLTF) is the only trade event in Italy dedicated to the business of subsidiary rights, with the participation of the main Italian and international licensors and licensing agencies. The BLTF has lined up a host of daily meetings and events on strategic, forward-looking licensing issues. Keynote presentations, events, and theme-specific meetings with distribution specialists have been designed to give licensing professionals an insight into the latest products and trends, as well as an overview of what is happening in the different European markets. Entrance to the BLTF is free. All meetings will be held in the Screening Room in Hall 31 (entrance: Piazza Constituzione). BLTF has registered 60 exhibitors from Italy and abroad, with 500 represented brands and more than 1,700 visitors, including licensees, agents, and buyers. With more than 10 events per day, this trade show has become essential for companies and professionals dealing in the licensing business.
New This Year: Licensing Retail Day
One day during BLTF will be dedicated entirely to the retail sector—Licensing Retail Day. The first of its kind in Italy, this unique event features a morning of seminars focused on the latest trends in licensed product distribution and an afternoon reserved exclusively for speed date-style meetings between select retailers and exhibitors.
A Unique Service for Exhibitors
In addition to purchasing the exhibition space with services and support, the registration fee includes WiFi connection. Exhibitors may enter their brand data in the Property Guide (a unique tool allowing all visitors to the fair to learn about exhibitors’ brands) and can use a room with all the necessary audio-visual support to organize meetings and exclusive presentations addressed to customers and partners.
A Unique Event for Visitors
Visitors have access to two prestigious exhibitions dedicated to trade, licensing, and publishing; most of the fair’s events; and updates on market news and the hottest topics in licensing. The Property Guide contains information about all of the brands represented by exhibitors and it provides access to the network lounge in the heart of the fair to organize business meetings.
Schedule
March 25 10:00 a.m. – 10:45 a.m. Key Note Speech: Design Trends and an Innovative Licensing Approach Keynote speaker: Kathy Hatch, designer, U.S. 11:00 a.m. – 12:15 p.m. Art and Fashion: When Contamination Means Licensing Art and fashion have always meshed, “contaminating” one another. Artists and sector professionals present case histories of artwork becoming brands and how innovative fashion brands were developed. 12:30 p.m. – 1:30 p.m. The Italian Rugby Federation: Adidas Presents Its Licensing Program Presenter: Ilaria Rossi, licensing and B-to-B manager, Adidas 2:00 p.m. – 3:00 p.m. Made in Italy and the Russian Licensing Market: Getting the Dialogue Going The experience of Italian companies entering the Russian market. The opportunities of an increasingly significant emerging market for Made in Italy and other products. Presenter: Janet Woodward, director, JLEC Ltd.; Marina Semenikhina, licensing manager, Brand Extension Russia; Massimiliano Piazzolla, operation director, Toys and Collectibles division, Pea&Promoplast; Roman Fedotov, managing director, Rio Licensing Ltd.
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International Moderator: Francesca Ash, editor, Total Licensing Ltd. 3:30 p.m. – 4:30 p.m. RaiFiction and Italian Animation: Excellence to be Developed and Exported RaiFiction, Italy’s major animation co-producer, presents its latest animation projects. Fifteen years in the business have produced a string of winners including Winx Club and Geronomo Stilton. In addition to learning about trends in the Italian animation market and the licensing opportunities they present, participants will get previews of what will be on TV in the coming seasons.
March 26 9:30 a.m. – 11:00 a.m. Presentation by DreamWorks Animation By invitation only 11:30 a.m. – 12:30 p.m. Counterfeiting: Harmful to Companies and Licensing Alike Counterfeiting harms the licensing market in Italy. Manufacturing companies, brand protection service companies, and Italian anti-fraud institutions are directly involved. 1:30 p.m. – 2:30 p.m. Food Licensing: Licensor and Licensee. An Italian Example to Export to the Rest of the World Food licensing involves the extension of both food brands and licensing third-party companies to produce branded foods. Italy’s food-brand excellence enjoys unrivaled added value, especially in the international market. 3:00 p.m. – 4:00 p.m. Lynx: Multimedia Projects Lynx, a recently formed company combining animation, multimedia, and transmedia capabilities, presents previews of its latest animation production. March 27: Retail Licensing Day Organized by BolognaFiere and media partner Largo Consumo, Retail Licensing Day is a full day dedicated to licensing in the modern retail sector. Armando Garosci, journalist at Largo Consumo, will introduce and chair the event.
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10:00 a.m. – 10:45 a.m. Presentation of the First Survey on Current Retail Licensing and Future Trends The event is organized in collaboration with BolognaFiere’s partner, research institute Value Lab. BLTF visitors will be given a concise report on the very first survey on retail licensing penetration in the garment, accessories, and home décor sectors. Presenter: Marco Di Dio Roccazzella, partner, Value Lab. 10:50 a.m. – 11:40 a.m. Loyalties and Licensing: A Growing Phenomenon From promotions to loyalties, licensing is increasingly an advertising tool for manufacturers. Examples of successful case histories will be presented along with market trend predictions. Presenter: Marco Camisi, sales director, SEC Special Promotions at TCC 11:50 a.m. – 1:00 p.m. Licensing, Industrial Brands, and Private Labels: Contemporary Brand Concepts Well-known companies, manufacturers, licensors, and broadcasters discuss new ways of developing, communicating, and positioning a brand in an everchanging market. 2:00 p.m. – 5:00 p.m. Speed Dates for Licensors and Retailers Retailers meet exhibitor licensors and licensing agencies. Reserved exclusively for BLTF exhibitors. •••• March 25 to 27 Bologna Fairground, Hall 31 Piazza Costituzione Entrance Monday, Tuesday, and Wednesday 9:00 a.m. – 6:30 p.m. For further information: Bologna Licensing Trade Fair Piazza Costituzione, 6 40128 Bologna, Italy Phone: 011 39 051 282242 Cell: 011 39 339 2377368 Fax: 011 39 051 6374011 Email: licensing@bolognafiere.it Website: www.bolognalicensing.com
The Changing Landscape of Successful Licensing
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by Carlin C.West, founder, Carlin West Agency he landscape of licensing a brand or property has weathered many storms. It has been driven by TV shows, toys, movies, books or comic books, and back to TV shows again. When unsuspecting new sources are introduced, such as a kids’ trading card game from Japan, a gaming website, a YouTube video, or a smartphone app, licensees who just want to sell products get thrown off. How do you know who to trust? What brands should you bet on? Do you license them all and see what sticks? It’s hard to decide what is going to be the next big thing. Should licensees stay away from movies because they are short-lived and license a TV series instead? Or should they stay away from TV too because there is no security that the show will stay on the air (unless the network has some ownership)? What about websites and apps? Since the last Licensing Show, how many gamebased properties have boasted having millions of players? Even millions of players will not guarantee a successful licensing program. Instead, it’s all about the content. The brand has to be relatable to sell products.
Finding the Next Sleeping Giant
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It is important to find opportunities where others may not be
looking or are just too afraid to take the risk. It is a good idea to pick up a brand that is cool and different but lacks major awareness. In my experience, these are the properties that could be the next Cabbage Patch Kids or Pokémon. These properties may be harder to sell initially, but at the same time, it’s these properties that are the sleeping giants that take the industry by storm. It is key to identify the property’s position in the industry as different, but salable. Is there a following, albeit small, with very passionate fans? Has it been a success in another country? Are the characters relatable? Is the play pattern fun? Are there engaged, hardworking people behind the brand? They are the ones who create the rough diamonds that become the mega-hits, and they never give up until they reach success. Looking back on the industry’s “super successes,” each one was different from anything else in the marketplace. Kids born from cabbages, power-infused turtles, a school of wizardry called Hogwarts, electronic hamster toys: each one of these multi-billion-dollar brands was a sleeping giant.
More Tablets, More Competition
So, what does brand licensing success look like among today’s crowded landscape? Licensing successes are now tougher to come by and shorter-lived than ever before. This has to do with the new technologies delivering content to the consumer. A leading publisher told me that by 2015, 70 percent of U.S. households will own a tablet. More screens will lead to more content developed, and more content developed will lead to increased competition between brands.
It’s All About Content
There are multiple factors that keep a brand’s li-
Sleeping GIANTS
A snapshot of some of the brands that were initially rejected as “ideas that would never work” and the pioneering companies or creators who first brought them to the U.S.
Property
Pioneer
U.S. Debut
Barbie
Mattel
1959
Mickey Mouse G.I. Joe
Transformers
Walt Disney Hasbro
1984
Ty, Inc.
1993
Sheryl Leach
Pokémon
Nintendo
Bratz
MGA Entertainment
Moshi Monsters
Mind Candy
Angry Birds
Rovio Entertainment
Webkinz
Zhu Zhu Pets
1964
Hasbro
Barney
Beanie Babies
1928
Ganz
Cepia LLC
censing program fresh and current. If it’s an entertainment brand, such as a movie or TV show, then fresh concepts and ideas must be continuously added to the storyline for future releases or episodes. This gives a licensed product company new content for expanding product ranges. Additionally, and most importantly, licensors must make sure their style guides are always updated with the latest and greatest art. If it’s a toy concept that created a licensing program, then the brand has to grow beyond toys to story-based content that causes consumers to further engage with the brand. Although the market is uncontrollable, brands can fuse distinctive content with a solid group of licensing partners that will develop products that expand the brand’s footprint and purpose—not just label slap. Today’s consumer wants quality and value. Carefully curated licenses and some clever creative marketing initiatives can make a profound impact; however, be sure not to oversell—it will only hurt in the end. Balance a licensed property portfolio the way a
1987
1998 2001 2005
2007 2009
2009
stock portfolio would be balanced: combine some Fortune 100 and some Fortune 500 with a property that fits a current craze or trend, such as baby vampires and monsters, and go for it. Pick a property that is different from anything you have seen before. For example, the National Football League (NFL) has been growing a property for kids under 13 for the past five years, and though you may not have heard about it yet, you will soon. In this industry, it is amazing how many years it takes to become an overnight success. ••••
Carlin West founded Carlin West Agency (CWA) in the fall of 2010 to offer brands a new alternative to the traditional licensing model. The company works closely with brand partners to incubate brands, create innovative products and smart brand extensions, and secure strategic licensing partnerships. West brings more than 15 years of experience building and licensing mega brands, including Pokémon, Yu-Gi-Oh!, Cabbage Patch Kids, and The American Kennel Club.
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Marketing Memo
How Transmedia Builds One-of-a-Kind Fan Culture for Entertainment Brands
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by Ted Mininni, president, Design Force, Inc.
arketers are discussing the merits of transmedia for brands these days as though it was something new. It isn’t. In fact, entertainment brands such as Marvel and DC Comics have used transmedia with great success for a long time.
Defining Transmedia
Transmedia is all about storytelling, according to Henry Jenkins, provost’s professor of communication, journalism, and cinematic arts at the University of Southern California. Storytelling has always been an important aspect of brand building because it forms emotional connections with consumers. Jenkins, a longtime observer of media and popular culture, says, “Transmedia storytelling represents a process in which integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes its own unique contribution to the unfolding of the story.” This is quite different from offering the same content to fans on various media platforms, which is referred to as cross-media storytelling.
Using Transmedia in Brand Marketing
Since fans are turning to many communication platforms to consume their favorite entertainment, it’s important for brands to tell stories where their audiences are. It maintains visibility, freshness, and relevance. Digital and traditional platforms can be used to provide insight and give glimpses and backstory information about favorite pop culture heroes. Fans are looking for new angles, clues,
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and tantalizing tidbits that move their understanding of complex characters and universes forward. Transmedia enriches and deepens the customer experience—the first goal of brand marketers. DC Comics expertly uses its comic books to lay the groundwork for new Batman and Superman stories ahead of the release of new films by its parent company, Warner Bros. New glimpses into these heroes and additional background gives fans a richer experience when they view the latest movies. It not only deepens their understanding, but also serves to create stronger emotional bonds for fans who share information with like-minded friends. This approach also helps to market new films with an additional thrust beyond the expected promos and movie trailers. Popular heroic figures from television programs, digital games, and movies are also perfect for transmedia storytelling. Content is gradually disseminated on various platforms—including YouTube, social media sites, digital games, separate microsites, and live events—to create buzz and build anticipation. They’re naturally geared toward fans sharing with other fans, even prompting creation of their own user-generated social media about favorite entertainment properties. Taking this approach created the biggest movie blockbuster in recent history with The Avengers, leading to a global gross of more than $1 billion in a little more than two weeks. A long-term strategy was put into place and gradually unfolded. Movies about each of the individual superheroes featured in The Avengers were released over a span of several years. Marvel’s parent company, Disney, published chapter books for kids to fill them in on the superheroes’ backstories. An animated series based on The Avengers brought the characters’ personalities and stories forward with the same feel as the films. Marvel worked with its video game licensees to bring The Avengers heroes back to prominence. All of these threads were artfully
woven into the feature film that brought the superheroes together. Released in foreign markets first, rather than the U.S., helped whet fans’ appetites as the blogosphere came alive with millions of positive posts and comments. Marvel’s approach lays out a blueprint for entertainment brand owners to follow. Comic books have long been populated by crossover from various superheroes; why shouldn’t that be replicated on film? Why shouldn’t multiple delivery channels be leveraged to tell bits and pieces of the superheroes’ stories? Why shouldn’t it be planned, strategized, and patiently unfolded over a period of time? Characters, plot lines, and their worlds are increasingly complex; so, immersing fans in bits and pieces of the story keeps them hungry for more. Since one fan is unlikely to have every piece of a carefully crafted and planned story, they naturally gravitate to friends who share their passion so they can exchange notes, fill in the gaps, and try to see the entire picture, even as it is changing and being augmented by new information.
Licensed Consumer Products: Another Powerful Transmedia Opportunity
Making new aspects of the story available in licensed consumer products and product packaging presents another opportunity for entertainment properties. Think of what can be done with QR codes on apparel labels, hangtags, and product packaging, or how clues or glimpses about new storylines concerning the entertainment property might appear in brand communication or visuals on licensed product packaging. How about invitations to a microsite for fans to get more information about their favorite superhero? What about a special, embedded code that unlocks hidden clues in a digital game? The possibilities are endless. Nonetheless, this doesn’t just happen. It has to be planned and shared with licensees so they can become true partners in delivering transmedia content. It’s advisable to put a licens-
ing program style guide together to give licensees the support they need to create licensed products and execute packaging that becomes an additional transmedia platform. The style guide must be flexible enough to accommodate the ongoing saga of the entertainment property. It’s important to let the consumer be in control of the experience and carry the elements of the property’s story across multiple channels; it only whets their appetite for more. That doesn’t only apply to the channels in which they access information and share it. Part of the experience should also include feedback and conversations with brand owners so they can see how their transmedia strategies are influencing fans. Tapping into consumers one-on-one provides insight that can be used to shape the story as it progresses. In essence, property owners and fans must take the journey together. Entertainment properties, like all brands, are now firmly in the business of content creation across traditional and digital platforms. Consumer product brands engage in this, but entertainment properties afford even richer, deeper storytelling opportunities because their characters’ stories are so emotive. Fantasy is a powerful and compelling factor. Immersive universes exist around entertainment properties’ mythologies. Using transmedia and integrating it into the many channels at their disposal enables marketers to fully engage fans and turn them into superfans. It also makes entertainment properties on-demand 24/7 in many formats. Transmedia makes it possible to fully optimize each channel and bring brand marketing into the new age of consumerism. Thus far, we’re seeing merely a glimpse into the many tantalizing possibilities. ••••
Ted Mininni is president of Design Force, Inc., a leading package and licensing program design consultancy for the consumer product and entertainment industries. He can be reached at (856) 810-2277. Mininni blogs about package and licensing program design at www.designforceinc.com.
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Licensing 101
Getting into Licensing First Things First
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by Jim Sachs
Part One in a Series
icensing can help increase sales and give a company an advantage over the competition. This series of mini articles will address problems that newcomers to licensing may experience and will identify issues that established potential licensees might encounter. The licensing world has changed in the past 10 years. Gone are the days of unlimited retail shelf space and the acquisition of multiple licenses by a manufacturer. Nothing happens today without a long, drawnout process of examination and vetting to select just one good property. Entrepreneurs who are unfamiliar with licensing and who have developed new products or put a twist on an old product often do not know how to enter the market, let alone apply a license to their product line. Sometimes, established companies lack familiarity with the licensing world. All of these companies want to select a license that will drive their products and increase their sales and profitability through focused branding. This series begins with the startup company. For beginners, the procurement of an appropriate license starts with pre-planning and initial questioning. Before the actual selection process can begin, startup companies must ask themselves some questions: •Is there a need and a market for the product? •What are the channels of distribution (upstairs, mid-tier, mass, grocery, drug, clubs, independents)? •In what department (apparel, housewares, sta-
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tionery, textiles, automotive, food) does the product belong in the store? •Is it a product category crowded with competitors? •What is the target demographic? •How will the product be displayed (shelf, floor displays, spinner racks, side kicks, J hooks, clip strips)? •How will the product and license be pitched to a retail buyer? •What is the marketing plan? •Is there at least a three-year sales forecast? •Are there sufficient financial resources to implement the licensing plan? Will it be enough to give the entire project a chance of success? •What is the method of distribution (factory sales reps, company reps)? •What are the retail costs (sales commissions, discounts, allowances)? •Will the pricing be competitive? Once these questions have been answered, the search for the license can begin. The next segment will answer some of these questions and discuss how this information leads to the selection of the most appropriate license. •••• Jim Sachs has 30 years of licensing business experience and has served as vice president of sales, marketing, and licensing at Chein Industries. He spent the past 10 years in partnership with Steve Harris at Harris-Sachs LLC Licensing.
Social Media
Mobile Devices Step Up Social Networking
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by Lawrence Lerner, global change agent he nature of entertainment has changed. During its weekend premiere, Halo IV, a video game starring Master Chief Petty Officer John-117, garnered $220 million in sales, according to majornelson.com. Halo IV's opening out-earned the final installment of the Harry Potter series and Marvel’s The Avengers, as shown in reports from Bloomberg.com. In addition to the game’s success, Microsoft sold a reported 750,000 Xbox game consoles during last year’s Black Friday weekend. Games are the new blockbusters of entertainment, and they revolve around content and delivery. Social media is largely responsible for the rise of this interactive content rule.
Shifting to the New Normal
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Content has become the most valuable component of the entertainment experience and, in most cases, is the differentiator. Audiences want content that is fresh and relevant. Mobile devices, including smartphones, tablets, laptops, and gaming consoles, have emphasized this. PC sales are down while tablet sales are skyrocketing. JPMorgan Chase and Co. estimated that the iPhone 5 would impact the U.S. GDP by as much as 0.5 percent. The three factors of the new normal of the entertainment experience include location, user-generated content, and social media.
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Mobile devices and social networking go hand-inhand. Consumers are spending more time browsing, buying, and watching enhanced content on their mobile devices. Consumers’ attention is shifting to content driven by social media environments. According to Nielson Media’s 2011 Q3 Social Media Report, Americans spent 53 billion minutes on Facebook last year. Consumers are now spending an average of 127 minutes a day using mobile apps, according to mobile analytics site Flurry.com. The social media experience is highly mobile, as well as locationand activity-sensitive. Social media is even beginning to approach TV viewing time, which means the war for user attention is shifting locations. Many users surveyed indicate that they multi-task while watching TV or use their mobile device as a substitute. Hash tags, the keywords that social media sites use to track topics, are the preferred way to know what’s trending at a given time. Televised events such as the presidential election, premieres of popular TV shows, and release weekends of big-name video games, can be tracked minute-by-minute on social media sites like Facebook and Twitter.
User-Generated Content
In-game advertising is expected to exceed $7.2 bil-
lion by 2016, according to MCV, the Market for Computer and Video Games. These advertising opportunities will increase as social media continues to create buzz for new games. It’s what digital strategists call going viral. Going viral is when a photo, video, or post spreads rapidly through the social media community, for example, the YouTube video for the song “Gangnam Style,” which has more than one billion views. In the past three years social media tweets and status updates have taken over the throne held by email since the inception of the Internet. There is nothing new about audience engagement. What has changed is the scale. During Black Friday, Walmart’s #WalmartElves generated 211 million impressions.
The Pull of Peers
Millennials (children born between 1980 and 1995) and Gen Zs (children born after 2001) are highly connected via social media. Not only do they hold what their peers say in high regard, they are also more likely to research a product based on peer opinion. They have access to and do more research than any previous generation. When it comes to consumer spending and purchasing of branded merchandise, they are far more likely to seek out “likes.” The chil-
the past three years so“cialIn media tweets and status updates have taken over the throne held by email since the inception of the Internet.”
dren of Gen Zs, the future GenII, are expected to be even more socially connected. While there are many factors, it will be of great interest to compare how Hasbro’s redesigned Furby sells this year versus the offline campaign of the original 10 years ago.
The Opportunity
What are the questions that retailers should be asking themselves to determine their strategies? Retailers know how much shelf-space (down to the inch) their planograms allocate per item, but how much space has been allocated to social media? There are many factors to consider. What is the audience’s demographic? How connected are they via social media? Who are their influencers? Who are the buyers? What are the socio-economic factors? How do the more intensely multi-media oriented sites, such as Pinterest and YouTube, affect the conversation? What level of audience engagement and activity does the company have? Is the company voice on social media authentic and relevant? This channel is still evolving and there is time to build a strategy. Mobile devices have brought social media into play 24 hours a day, seven days a week. Companies should ask themselves, what are the strategies we can adopt to take advantage of this emerging space? •••• Lawrence I. Lerner is a global change agent helping companies transform and grow their businesses. He has been published in The Christian Science Monitor, Computerworld, TabTimes, Pre-Paid Press, and PC Today. Lerner’s book, Facebook for Your Business, was published last summer. To learn more about Lerner, visit www.revolutionaryinnovator.com and follow him on Twitter at twitter.com/@RevInnovator.
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Art and Design
I
Surtex
Hundreds of artists, designers, studios, and agencies gather in New York City to exhibit, license, and sell their work.
t’s time to plan for Surtex, where key players in the art and design marketplace will gather from May 1921 at the Jacob K. Javits Convention Center in New York City for the 27th year. Renowned as the source for original surface design, Surtex will host more than 300 exhibitors from the U.S. and at least a dozen other nations, including top artists, designers, studios, and agencies. Exhibitors license and/or sell original artwork for a broad spectrum of markets, ranging from textiles, tabletop, and wall and floor coverings, to giftware, stationery, greeting cards, gift wrap and other paper products, toys, ceramics, packaging, and publishing. This convergence of some of the world’s talented creators of art and design is expected to draw more than 7,000 attendees—comprised of manufacturers from consumer, institutional, and contract markets, as well as retailers—all seeking creative artwork for their product development needs. With all indicators pointing to a very strong year ahead for the art and design marketplace, Surtex will have an expanded layout on the main level of the Javits Center. Occupying the front and center of Hall 3A, the show has added another licensing aisle to accommodate the increased number of exhibitors, and the larger presentations by numerous returning agencies. Another aisle has been added to launch the new Atelier, a more private area for design studios and designers who primarily sell their work outright. Browsing among the works of this exclusive, well-vetted group of 75 studios from Europe, North America, and Japan, attendees will see the latest collections of the most trend-forward prints, patterns,
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repeats, and documents for product development needs across numerous categories. Immediately adjacent to the Atelier will be an expanded Trend Theatre for those seeking the latest information and inspiration from trend-forecasting companies. Licensees, art buyers, and product developers will have the opportunity to attend these exclusive-to-Surtex, 30-minute presentations on a complementary basis. With six or seven presentations on each show day, the Trend Theatre’s content is an invaluable resource to every professional interested in staying on top of their game. In line with the Trend Theatre expansion, the ReSource Hub will also be enlarged, affording access to technology and other services that help design and licensing businesses grow. Akin to a mini-university of the licensing world, the Surtex Conference Program will again offer a comprehensive slate of multi-disciplinary topics through 10 sessions organized in three distinctive tracks. Whether veterans or newcomers, market participants will have the opportunity to learn the fundamentals, enhance their skills, and get the latest information on relevant industry topics. Track One features discussions about “Monetizing Art and Design” and offers an all-inclusive industry portrait from licensees and buyers to artists and agents. Led by speakers with extensive professional experience, newcomers will gain hands-on guidance about different business models for artists and designers, the pros and cons of using agents, and the advantages of branding. Top-notch licensing and intellectual property attorneys will address essential components to licensing agreements and protecting artwork in the growing digital realm in two sessions on legal issues. The three Category Spotlights of Track Two provide indepth coverage, with sessions focusing on textiles and home fabrics, tabletop, home décor and gifts, and paper
and stationery. This new track is designed for attendees and exhibitors in specific sectors, with an intensive analysis of the opportunities and challenges in each marketplace. Manufacturers and retailers who seek artwork for license and purchase will share their perspectives. Attendees get a macro-view of business trends with two sessions: Trends in Retail and The Importance of Design for Designers, Manufacturers, and Retailers. These sessions in Track Three will underscore the impact of design on products, lifestyle, and environment. Whether by track, full conference package, or single session, exhibitors and attendees may register for these courses through the show’s website, www.surtex.com. This year, Designext, the annual international student design competition, has a theme of a healthcare environment—a spa, fitness center, or wellness center. Undergraduate design students from around the world are invited to submit six original surface designs to be evaluated by an esteemed panel of judges representing various aspects of the design industry. The four winners will participate in Surtex for an outstanding opportunity to showcase their work and be immersed in the industry for all three show days. They will meet the judges, have their portfolios critiqued, and demonstrate readiness for a career in art and design. A grand prize winner will be selected on May 20, and will receive a monetary award of $1,000. In addition, Surtex extras include on-site private meeting rooms, early morning VIP hours for exhibitors and key customers to get together, and a convenient onfloor café with streaming Surtex news. Other amenities designed to enhance the experience of show participants include discounted New York City hotel rates, complementary shuttle buses between designated hotels and the Javits Center, networking and social events, a comprehensive show directory, and an information-packed website for pre-show planning. Penny Sikalis, GLM vice president and Surtex show manager, says, “Everyone in the art and design business comes to Surtex—the one location to examine, license, and buy the world’s best and most original surface design. New licensing deals, new contacts, and stronger relationships are built here and continue to develop around the world and throughout the year.”
Surtex is a must-attend show for Susan Meek, vice president of licensing for Precious Moments, Inc. “Each year we participate in Surtex to look for art that may be suitable for our glass ornaments, and also to sell to other manufacturers that may need new designs,” she says. “It is a great event where we re-connect with the artists we already conduct business with. Plus, we get to know new artists and meet with manufacturers looking to buy new art for their giftware products and collections.”
Adding further excitement to the overall marketplace this year are two new co-located shows—Creative & Lifestyle Arts, which will be situated directly between Surtex and the National Stationery Show, and Space: Strategy, Product, Architecture for Consumer Environments, in Javits North, with a direct link to the International Contemporary Furniture Fair (ICFF). For complete Surtex information, including the conference program and Trend Theatre schedules, plus online registration to attend Surtex, visit www.surtex.com. For further information, contact GLM Customer Relations at (914) 421-3329 or customerrelations@glmshows.com. ••••
Surtex May 19 to 21 9:00 a.m. to 6:00 p.m. Hall 3A Jacob K. Javits Convention Center New York, NY Register online to attend www.surtex.com
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Of Counsel
Gone, but Not Forgotten: Reviving Brands
Licensing 101, Part 67 by James Kipling and Jennifer Miller
I
(This article is No. 67 in a series devoted to the documentation of the licensing relationship and elements of a typical license agreement.) t has become increasingly common for toy manufacturers seeking to appeal to new generations of children to re-launch previously popular toy brands in order to capitalize on the parent’s goodwill and name recognition for those brands. Examples include Care Bears, Strawberry Shortcake, and My Little Pony. A particularly interesting example is Crash Dummies, a popular line of action figures modeled after the well-known car-crash mannequins. This brand has been revived more than once since its original introduction in the 1980s. The nostalgia phenomenon is not unique to the toy industry, as evidenced by the popularity of the AMC TV series Mad Men and the resulting re-introductions of several dated, but venerable brands. Nevertheless, trademark owners seeking to revive consumer products brands after a period of non-use must carefully consider the impact that non-use may have had on their trademark rights.
Trademarks
James Kipling, Of Counsel
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Trademark rights are created through use in commerce of a mark, logo, design, or other indicator to signify a particular company’s goods or services. Trademarks
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are legally protected because doing so can be greatly beneficial to consumers as well as to brand owners. After consumers have had satisfactory experiences with branded products, they are likely to seek out the same brands for additional purchases. If there were no mechanism by which a marketer could prevent others from using its brand, consumers, as well as the first user of the brand, could be harmed—consumers would be purchasing inferior products, and first users would be tarnished through the consumer’s disappointment with those products. Unlike other forms of intellectual property, such as patents (which protect qualifying inventions) and copyrights (which protect original works of authorship), trademarks have no expiration dates. Trademarks are protected by law forever, so long as the party that owns the mark continues to use it in commerce. However, when a trademark owner discontinues use of its mark, whether to rest the mark or for other reasons, problems can arise.
Abandonment
Trademark owners seeking to revive a brand that has been on hiatus for a number of years must take care that the trademark has not become “abandoned.” Under the Lanham Act, which defines federal trademark rights in the U.S., a trademark can become abandoned when the trademark owner stops using the mark and has no intention to resume its use. If a mark is not used in commerce for at least three years, then there is a statutory presumption of
abandonment. If a trademark, no matter how famous, actually becomes abandoned, the former owner has no further rights in the mark. In that event, any other entity can use and become the owner of the mark, even to the exclusion of its creator and former owner.
Avoiding Abandonment
There are strategies that companies and trademark owners can implement to prevent abandonment of their valuable trademarks while keeping their options open for future development of the brand. Before temporarily halting use of a brand, trademark owners should consider maintaining limited use of the mark during periods of transition or rebranding. By definition, a mark cannot be abandoned if it is still being used in commerce. However, the Lanham Act defines use in commerce as the “bona fide use of a mark in the ordinary course of trade, and not made merely to reserve a right in a mark.” That is, mere token or sham use designed simply to keep a trademark registration active would still allow the mark to become abandoned. One way to maintain limited use of a mark, especially during a company transition period, may be to use the old mark as a sub-brand or secondary brand. Additionally, license agreements may help trademarks stay active even when the trademark owner may not engage in its own use of the mark. If a trademark is licensed to a third party, the original trademark owner has the benefit of the third party’s use in commerce. However, it is important to remember that licensed trademarks may be deemed abandoned if trademark owners engage in what is called “naked licensing,” which occurs when a licensor fails to exercise appropriate quality control over a third-party licensee’s use of the licensed trademark. While there are no bright line definitions for adequate quality controls, some measure of quality control should be present in drafting and administering any trademark license agreement. In the event of a temporary hiatus where a trademark owner has the bona fide intent to resume use of
the brand, it is important to ensure there are no lapses in the trademark registrations both domestically and abroad. Trademark owners should take care to keep their registrations active so that once revival commences, they avoid the potentially complicated process of reviving a dead registration. To ensure a trademark registration does not lapse, trademark owners should closely monitor their trademarks at the U.S. Patent and Trademark Office to ensure all important deadlines for renewal are met. Companies that acquire trademarks from other businesses should take the time to record trademark assignments with the U.S. Patent and Trademark Office.
Intent to Resume Use
Even though a mark has been unused for three or more years and the presumption of abandonment applies, one should not assume the trademark is now up for grabs. The owner may still have rights in the mark and be able to prevent its use by others. Consider a recent litigation involving the Crash Dummies trademark previously mentioned. The mark was owned by Mattel, Inc., and had been used in commerce for several years for a line of action figures and play sets. During the late 1990s, the company dropped the line and ceased all use of the brand. After several years, an entity called Crash Dummies Movie, LLC (CDM) attempted to register “Crash Dummies,” but Mattel objected. CDM argued that Mattel had abandoned its rights in the mark as a result of the extended period of its non-use (by that point having reached eight years). However, in a lawsuit that eventually reached the U.S. Circuit Court of Appeals, Mattel was able to convince the Court that it had never truly “abandoned” the mark and had intended a relaunch throughout the period of non-use. To support this position, Mattel presented evidence that it was required to re-tool the original Crash Dummies toys
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Jennifer Miller, Associate
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in order to meet the company’s new and stringent safety standards, and that the development project accounted for the entire 8-year period of its non-use of the trademark. The federal circuit court accepted this argument and held that Mattel had not abandoned its rights, even though it had not used the mark for such a long period of time. While there had been a presumption of abandonment because Mattel had not used the mark in commerce for (much longer than) three years, Mattel was able to rebut that presumption by showing it had, at least what the court believed were, reasonable grounds for its suspension of use. The Crash Dummies case exemplifies that being able to prove the existence of plans to resume use of a trademark after a hiatus may become essential in rebutting adverse claims of abandonment. It also shows the importance of maintaining detailed business records to support arguments to that effect.
Reviving Marks
Reviving a previously used trademark can be complicated. There is the danger that while the mark was unused, another entity may have used or registered the same or a similar mark for the pertinent product category, possibly acquiring ownership and preempting the previous owner’s ability to use a mark that it originally made popular. Mattel faced this possibility in the Crash Dummies matter, and led to the company spending large sums of money in the described lawsuit. Had the court’s decision been the reverse, Mattel would have lost any right to use the mark. Furthermore, had Mattel commenced use of the mark first and then lost the suit, it would likely have been enjoined from further use, after having spent even more heavily in effecting the relaunch. Generally, a company seeking to relaunch a mark that has been out of use for an extended period should first perform the same kind of trademark clearance search that it would have done if it never had owned the mark. Such a search could turn up potentially expensive problems that might be
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addressed before the relaunch, or might make it impossible. Assuming that no preemptive conflicts are identified, the company can safely begin to use the mark or file a new trademark application on an “intent to use” basis in anticipation of actual relaunch. Trademark owners should also work to ensure there are no lapses in the U.S. trademark registrations. Keeping registrations current allows mark holders to move forward with rebranding or reviving an old product line more smoothly.
Conclusion
Reviving venerable brands for a new generation of consumers allows trademark owners to build upon previous name recognition and goodwill. By taking proper steps before, during, and after a temporary hiatus in trademark use, the rightful owner of a mark can ensure a smooth transition and prevent loss of its valuable trademark rights. ••••
James Kipling has represented licensors and licensees for more than 20 years, negotiating entertainment, sports, artwork, brand, invention, and technology agreements. He is Of Counsel with Dinsmore & Shohl LLP in Cincinnati, Ohio, and can be reached at (513) 977-8536, or jim.kipling@dinsmore.com. Copyright: ©2012 James M. Kipling. All rights reserved. Jennifer Miller’s practice revolves around non-patent intellectual property issues, such as trademarks, copyrights, social media, privacy and internet law, licensing, advertising, and trade secrets. She works to protect and enforce her clients’ trademark, copyright, and other intellectual property rights from misuse and infringement on various technology platforms. She also regularly advises clients regarding the use and registration of new trademarks and has experience conducting trademark searches, as well as filing and prosecuting applications to register trademarks with the U.S. Patent and Trademark Office. Jennifer has counseled clients in a variety of industries, ranging from small businesses to larger corporations, enabling her to bring a well-rounded approach to meeting their needs.
S
It’s Still a Business
Business Tips
Look beyond sales and marketing to build a successful business
by Derrek Lennox, Margin Doctors Business & Management Consultants
ome owners of businesses that are built around licensed properties fail to appreciate that their business is a business. Many began from the foundation of a passion, which is often the key to creating high-quality, interesting, exciting licensable properties. While essential, passion does not lend itself to the development of a turnkey business: a business that has enough momentum within its own systems and operations. So, what elements are essential for a turnkey business, and how does that apply to licensing? Sales & Marketing: When searching for suitable organizations to turn into clients, there are many elements to consider. How many licenses need to be sold? How many can be sold? How long will the revenue stream last? Can the same property continue to be licensed? What product categories should have coordinated licensing efforts? How many other licenses need to be developed or purchased in order to support a business? Delivery: How is the service experienced by the purchase? How much will supporting the licensee cost? What is needed on both sides of the agreement to ensure that the license is profitable for both parties? Clarity of Purpose: Every business needs a clear business definition that can be understood internally and is easy to test externally. A definition provides focus and can help licensing companies determine if they are niche players or if they are simply effective at selling and packaging licenses. It can help an organization clarify whether licensing is simply an aspect of their business or the central core of their business. Effectiveness of Governance and Management: This is often overlooked in small-to medium-sized businesses, but it is a key element in being able to scale an organization beyond a mom-and-pop player. How is the business run? How are decisions made? Who will uphold these decisions and keep the organization on track to achieve its objectives? Human Capital: Getting the best people and getting
the best out of the people you have is an ongoing challenge. Are the right employees being retained? Are they being developed? Structural Capital: This includes processes, contracts, facilities, equipment, computers, and networks. What is needed to manage and run the business? What is needed to provide the appropriate physical environment? Financial Capital: Working capital, payment tracking, cost of capital, and debt structure all need to be considered. Aside from understanding how much money is needed to run a business, it is critical to understand how much can be made. Leveraging Knowledge and Intelligence: Is the right information being retained within the organization and used to its fullest? Are the right people being included in planning? Fostering Communication: Do employees understand that communication is part of every role? Sustainability: Structuring business systems so that all forms of capital are consistently replenished for continued operations is important. Is there enough insurance? Is there continuous improvement? Are policies and procedures revisited often enough to ensure they are optimal and effective? So, how does a licensing business survive? By providing the right level of attention to all aspects of the business, not just sales and delivery. In a licensing business, as with any business, long-term success should be more than fiction. •••• Derrek Lennox is the managing partner of Margin Doctors Business & Management Consultants. He works with the owners of small- and medium-sized businesses to improve their chances of longer-term success. He can be reached at dslennox@margindoctors.com.
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Directory of Properties, Products and Services
THE LICENSING BOOK, Winter 2013 “THE LICENSING BOOK” (ISSN-0741-0107) is published quarterly by Adventure Publishing Group, Inc.®, 307 Seventh Ave., Room 1601, New York, New York, 10001. Periodicals postage paid at New York, NY 10001 and additional mailing offices. © 2013 Adventure Publishing Group, Inc ®. All rights reserved. No part of this publication may be reproduced or transmitted in any form, or by any means, electronic or mechanical, including photocopying, recording any information storage and retrieval system, without permission in writing from the publisher. Printed in U.S.A. Subscription rates: $48 per year. THE LICENSING BOOK, THE LICENSING BOOK INTERNATIONAL, WORLDWIDE LICENSING and the “WLE” design, are trademarks and service marks of Adventure Publishing Group, Inc.® registered in the United States Patent & Trademark Office Postmaster: Send address changes to THE LICENSING BOOK, c/o Adventure Publishing Group, PO Box 47703 Plymouth, MN 55447.
Adventure Publishing Group .......................................................................................................................................................................71 BBC Worldwide .........................................................................................................................................................................................39 Bologna Licensing Trade Fair ......................................................................................................................................................................55 Delta Children’s Products ............................................................................................................................................................................31 Entertainment One Family...........................................................................................................................................................................49 Gateway Licensing.....................................................................................................................................................................................70 GM Licensing ............................................................................................................................................................................................70 Harris Sachs ..............................................................................................................................................................................................70 KidzBop ....................................................................................................................................................................................................61 Nerd Corps .............................................................................................................................................................................................1, 2 New York Times .........................................................................................................................................................................................11 Rubies.......................................................................................................................................................................................................43 Saban Brands..........................................................................................................................................................................................4, 5 Sakar........................................................................................................................................................................................................35 Sesame Workshop .......................................................................................................................................................................................7 Sony .........................................................................................................................................................................................................72 Sun-Mate Corporation..................................................................................................................................................................................9 Suzy’s Zoo.................................................................................................................................................................................................25 Toy Insider.................................................................................................................................................................................................47 Warner Bros. Consumer Products ..........................................................................................................................................................13, 19
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The Voice Reaching Both Trade and Consumers
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