Winter 2017

LICENSING EXECS OFFER POSITIVE OUTLOOK FOR 2017

THE HOTTEST LICENSED TOYS AT TOY FAIR 2017

Cartoon Network’s Ben10 VOLUME 34, NUMBER 1

Features 14 LIMA Survey As a new year dawns, licensing executives are positive about their prospects for 2017.

20 Toy Fair 2017 Our annual look at the U.S. toy industry’s biggest event, with coverage of licensed products across all toy categories.

48 WIT Stories The Licensing Book chats with the nominees for the 2017 Wonder Woman in Licensing award.

THE LICENSING BOOK, Winter 2017 — “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. © 2017 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, 307 Seventh Ave., Room 1601, New York, New York, 10001.

Departments 8 Jackie’s Point 10 Licensing News 12 Stat Shot 13 Blogger Bash 2017 16 Euromonitor 18 Hot Shots: Moose Toys 24 Property Profile: Shimmer and Shine 32 Property Profile: PJ Masks 38 Spotlight On: Rusty Rivets 44 Outside the Box 46 Of Counsel

JACKIE’S POINT IT’S TOY FAIR TIME, AND THAT MEANS it’s time for the toy industry to begin placing bets on which products will be the must-have toys for kids this holiday season. Part of this process is determining which kids’ properties are going to be on top this year.

It’s easy to guess that eOne’s PJ Masks TV series will continue to be a favorite among preschoolers. Just Play is the master toy licensee, and the manufacturer’s new figures, vehicles, and play sets are a lot of fun. Both boys and girls are enjoying PJ Masks, so I expect this line to do well.

For hot movie properties, I’m hedging my bets that Cars 3 (June 16) will perform extremely well in the toy aisle. Other film properties with hot holiday toy potential include The Lego Batman Movie (Feb. 10), Beauty and the Beast (March 17), Power Rangers (March 24), Guardians of the Galaxy Vol. 2 (May 5), Transformers: The Last Knight (June 23), Despicable Me 3 (June 30), Spider-Man: Homecoming (July 7), The Lego Ninjago Movie (Sept. 22), My Little Pony: The Movie (Oct. 6), and Star Wars: Episode VIII—The Last Jedi (Dec. 15).

But these are easy guesses. Far more interesting are the surprise hits that come out of left-field. How many people could have predicted the Pokémon Go phenomenon?

Pokémon toys, apparel, and other licensed goods have been reaping the benefits of that app taking the world by storm last summer.

That said, we should really take a look at which apps and video games kids are playing with now, and which games and apps will launch this year that could make a sizable impact across toys and other categories. My 7-year-old daughter, Lena, is addicted to Roblox, an app with various “Epic Mini Games.”

Jazwares just launched a Roblox toy line. Will this fun, top-selling app translate to toy sales?

It’s a bit too soon to tell, but it’s certainly worth watching.

Nintendo brought Super Mario to an app for the first time with Super Mario Run, which has been downloaded—for free—more than 78 million times. However, just 5 percent of those people have paid $10 to download the full version of the game. And while this translates to millions of dollars, it’s not overly impressive compared to other top-selling

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apps with a similar download structure, such as Clash of Clans (another of Lena’s favorite games). Super Mario in general has been doing well across the board both with adults who grew up with the brand and with the next generation of fans, and I expect that to continue. The launch of the Nintendo Switch in March, and the release of Mario Kart 8 Deluxe for that platform, are certainly going to keep Super Mario fans busy. Jakks Pacific continues to roll out new Nintendo and Super Mario-licensed toys, which are consistently in demand.

Minecraft: Pocket Edition, Five Nights at Freddy’s: Sister Edition (and other editions), Pokémon Duel, Clash Royale, and Lego Worlds all have potential for successful licensed product sales. Pokémon had record-breaking success with Pokémon Sun and Pokémon Moon video games for Nintendo DS, and I expect Pokémon to continue to have a wide presence across licensed goods this year. The Legend of Zelda: Breath of the Wild is one of the most highly anticipated video games of the year, though I expect collectibles related to the game to do better than toys for younger kids.

I expect this to be a great year for Lego in general. Between the two feature films; the new Lego Worlds app, which lets players “build anything they can imagine and share it with friends;” the Lego Life social app for kids; and the new Lego Boost kit that lets kids build a robot, code it themselves, and play with it, Lego is making a play for the No. 1 spot in the toy world, and this could very well be the year it happens.

No matter how prepared we are, a hot new property will undoubtedly surprise us and take the world by storm. If it happens too early, it could fizzle out by Christmas. Too late, and licensed products will have to wait until 2018. I can’t wait to see what this year will bring!

•••• Jackie Breyer is editor-in-chief and co-publisher of The Licensing Book, and editorial director at Adventure Publishing. She has been reporting on the toy and licensing industries for 14 years. Contact her at jbreyer@adventurepub.com.

Adventure Publishing Group Inc.® Vol. 34, No. 1, Winter 2017

Laurie Schacht President laurieschacht@aol.com Jonathan Samet Co-Publisher jsamet@adventurepub.com Jackie Breyer Co-Publisher/Editor-in-Chief jbreyer@adventurepub.com Marissa DiBartolo Senior Editor mdibartolo@adventurepub.com Ali Mierzejewski Senior Editor amierzejewski@adventurepub.com Maddie Michalik Associate Editor mmichalik@adventurepub.com Stephanie Grassullo Assistant Editor sgrassullo@adventurepub.com Joe Ibraham Art Director jibraham@adventurepub.com Kristen Nelson Editorial Assistant knelson@adventurepub.com Bill Reese Production Director breese@adventurepub.com Lori Rubin Comptroller lrubin@adventurepub.com

Adventure Publishing Group, Inc.® 307 Seventh Ave., Suite 1601 New York, NY 10001 Telephone: (212) 575-4510; Fax: (212) 575-4521

Winter 2017

LICENSING NEWS

SpacePOP

Spirit Halloween to Launch SpacePOP Costumes

Following the fourth quarter mass retail launch of SpacePOP, Genius Brands International Inc. partnered with Spirit Halloween for a direct-to-retail costume and accessories program this year.

Spirit Halloween will design and manufacture the first line of SpacePOP character costumes and accessories, which will debut at more than 1,000 retail locations across the U.S. and Canada beginning in August. Spirit Halloween joins a roster of partners for SpacePOP products, including apparel, accessories, beauty products, electronics, room décor, books, music, and home entertainment.

Jakks Pacific, Cra-Z-Art Partner for Blo-Pens

Jakks Pacific Inc. signed a manufacturing and distribution agreement with Cra-Z-Art, a division of LaRose Industries LLC, for its Blo-Pens brand of products.

The multi-year distribution agreement allows Cra-Z-Art to market, sell, and distribute the branded line of craft and activity airbrush markers in the U.S. and Latin America. Cra-Z-Art Blo-Pens products will be available this fall.

10 • The Licensing Book

LIMA to Host Second Annual Licensing Showcase in Latin America

The International Licensing Industry Merchandisers’ Association (LIMA) will host Expolicencias Latin America 2017, its second annual Latin American licensing conference and showcase, from March 27 to 28 in Bogota, Colombia. The event will provide licensors, licensees, retailers, and other related professionals the opportunity to gain a better understanding of the Latin American market.

Expolicencias Latin America will feature many licensing professionals speaking about their experiences in the industry, including Celso Rafael from Exim Brasil, Maca Rotter from Televisa, Philippe Bost from Mattel, and Francisco Baquero from Hasbro. They will share perspectives on the region, opportunities, challenges, and how to face these challenges.

Licensors in the region will have the chance to showcase their brands through activities created specifically for Expolicencias Latin America, including “Minute of Fame” and mobile activities that feature the sponsored brand. Licensees will have the chance to meet with brand owners and entertainment studios to discuss opportunities for their products. For information, contact expolicencias@ areavisual.co expolicencias@areavisual.co or register at expolicenciaslatam.co.

Winter 2017

Outfit7 Sells for $1 Billion

United Luck Consortium purchased Outfit7 for $1 billion.

Outfit7 confirmed that 100 percent of the company has been sold to a consortium of investors from Asia, represented

by United Luck Group Holdings Ltd. under the leadership of Ou Yaping. The announcement follows the launch of Outfit7’s My Talking Hank. Goldman Sachs served as exclusive financial advisor.

20th Century Fox Consumer Products Announces New Leadership Team

20th Century Fox Consumer Products (FCP) announced a new leadership team reporting to Jim Fielding, the recently appointed president of consumer products and innovation, effective immediately.

Kirk Bloomgarden was named senior vice president (SVP), international operations, joining the FCP team from Saban Brands. Bloomgarden will be responsible for business outside of North America, with an emphasis on agent relationships.

Ann Buckingham was named SVP, global creative and product development. Previously, Buckingham served as global head of product development at DreamWorks and has experience in retail, licensing, and manufacturing. She will be responsible for all creative assets, product development, and project management.

Tim Erickson was named SVP, global licensing and operations. Erickson joins FCP from DreamWorks, where he served as global head of licensing. Erickson will lead the company’s licensee partnerships around the world.

Erin Morris was named SVP, global retail business development. Morris will be responsible for global retail account relationships, as well as FCP’s marketing and e-commerce functions. She’ll work closely with all market heads, licensees, and agents in their territories. Morris joins FCP from DreamWorks, where she served as global head of sales and marketing.

Eva Steortz joins the division as SVP, global brand business development. Steortz and her team will manage the content partner relationships and build global brand plans for all key properties.

Steortz joins FCP from consulting with the Equinox Group, where she spent the last four years developing entertainment marketing plans for studios, brands, and retailers.

Winter 2017

NBA, Jack Daniel’s Enter Multi-Year Partnership

Jack Daniel’s and the National Basketball Association (NBA) entered a multi-year partnership that makes Jack Daniel’s an official marketing partner of the NBA, the Women’s National Basketball Association (WNBA), the NBA Development League (D-League), and USA Basketball. This marks the largest partnership with a professional sports league in the brand’s history.

The partnership will begin at the NBA All-Star 2017 in New Orleans with the Jack Daniel’s House No. 7 party. House No. 7 will take place for two nights and include musical performances, guest rooms, southern-inspired cuisine, and basketball-themed activities.

Jack Daniel’s will also serve as a partner of the NBA All-Star Celebrity Game.

Jack Daniel’s, which celebrated its 150th anniversary in 2016, will host a variety of events, media, and hospitality programs throughout the NBA, WNBA, NBA D-League, and USA Basketball. Jack Daniel’s will also develop NBA-themed programs at retail stores and create custom marketing and advertising campaigns.

The Licensing Book • 11

STAT SHOT

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Winter 2017

BLOGGER BASH

BLOGGER BASH 16 MAKING WAVES IN NYC

THE THIRD ANNUAL BLOGGER BASH TWO-DAY CONFERENCE took place on July 13 and 14 aboard the Majesty Yacht, docked at Pier 81 in New York City. Revolutionizing the way brands and digital influencers connect, the event welcomed more than 300 digital influencers, 150 members of traditional media, and more than 100 brands.

From kids’ entertainment to music, high-end fashion, and the best in baby care, Blogger Bash had something for everyone.

The event made a huge splash on social media, with more than 325 million Twitter impressions. Brands such as Mattel, Warner Bros., Sony, eOne, Roku, Orek, HoMedics, Zazzle, Armitron, Skylanders, Spin Master, Nickelodeon, and Care Bears brought their latest and greatest products to show off to the most influential consumers in the digital arena. These brands were able to connect with seasoned digital influencers with an average of more than 195,000 UMVs and an average Twitter following of 12,700.

Parent bloggers and family vloggers are some of the most influential voices when it comes to promoting brands and new products

Winter 2017

across all industries, and Blogger Bash is the perfect way to connect with these people. Whether you want to host a party that is all about you, or if you want to be part of a larger themed party, such as the Toy Insider’s Sweet Suite toy event, there’s something to fit every brand and every budget.

The fourth annual Blogger Bash will take place July 12 and 13 at Pier Sixty in New York City, providing attendees with an unrivaled and unforgettable experience. This event will give you the perfect opportunity to grow your blogger network, meet popular YouTubers, receive invaluable feedback on new product introductions, and find new brand ambassadors. And—these influencers know their stuff. In the age of the internet, social media matters, and these men and women have hundreds of thousands of followers across YouTube, Facebook, Twitter, Instagram, and more.

If you are interested in getting involved with Blogger Bash this year, contact Laurie Schacht at thetoyinsidermom@gmail.com or (212) •••• 575-4510.

The Licensing Book • 13

LIMA SURVEY

LIMA SURVEY:

LICENSING EXECS POSITIVE ABOUT 2017 PROSPECTS

by THE EDITORS OF INSIDE LICENSING PERHAPS IT’S THE UNCERTAINTY EMANATING from the political winds buffeting some of the world’s major economies, but licensing professionals who responded to our flash survey (conducted in December and early January) are slightly less bullish than in past years on overall prospects for their licensing businesses for the new year.

That’s not to say that most aren’t predicting jumps in their licensing-related revenues in 2017; indeed, nearly three quarters (72 percent) project increases, and the largest group are those predicting jumps of 7 percent or more. But a year ago, when the same question was asked, 84 percent of respondents—12 points higher— expected their licensing business would increase in the year ahead.

Several respondents raised the volatile political and economic landscape as major challenges for the two years ahead. One U.S.-based licensee talks of the industry having to deal with “political unrest affecting the economy with such a populist/isolationist administration. No one understands the benefit of globalization anymore.”

A UK housewares licensee mentions, “Rising prices resulting from increased product costs, currency fluctuations and royalty rates [and a] downturn in consumer

spending resulting from retailers increasing their prices, and general economic uncertainty.”

Others in Europe and the UK mention the disruption caused by last summer’s Brexit vote, though that longterm story is still to be written.

Interestingly, the aggregated answer to the question of how the 2016 licensing year ended up for our respondents closely mirrors their predictions for the year ahead.

For 2016, 34 percent said their licensing-related revenue jumped 7 percent or more, 21 percent showed increases of 4 to 5 percent, and another 17 percent had revenue gains of 1 to 3 percent.

As always, the comments offered by our anonymous licensing industry executives gave an interesting perspective about both industry-specific and broader business developments. Several licensees raised the linked issues of royalty rates (too high!) and their effect on margins and cost of goods sold. Entertainment licensors—with varying degrees frustration, admiration, and envy—talk about the difficulty of breaking onto store shelves dominated by Disney.

Everyone is faced with adapting to the increasingly important digital world—both in terms of dealing with and maximizing their effectiveness in social media, and

In 2016, did your business in licensed goods: 34% 35% 30% 21%

25% 20%

19%

17%

15% 10%

4%

5% 0%

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6%

0% Increase 1-3%

Increase 4-6%

Increase 7% or more

Remain the same

Decrease 1-3%

Decrease 4-6%

Decrease 7% or more

Winter 2017

In 2017, do you expect your business in licensed goods to: 35% 35% 30% 25% 17%

20%

20%

18%

15% 10%

4%

6%

5% 0%

Increase 1-3%

Increase 4-6%

Increase 7% or more

Remain the same

in adapting to a retail marketplace roiled by the rise of e-commerce and shrinking brick-and-mortar footprint.

And any discussion of e-commerce brings with it a discussion of what one calls the “whack-a-mole” pursuit of online counterfeiters and pirates.

What were some of the positive aspects of last year?

One corporate brand licensor happily cited the “recognition that corporate brands better fulfill long-term, strategic retail needs without the ‘flash and burn’ of a celebrity or entertainment character. Retailers are getting that corporate brands fill a special role and several categories that can drive year-over-year sales.”

More generally—particularly among those in the entertainment/character sector—there were lots of good feelings about better retail pickup in general, and more openness by retailers to smaller properties. A licensee was happy about the “overall support by retailers on the back of previous years' success with Disney Frozen and Minions.”

A corporate brand agent noted a significant “uptick in manufacturers looking to become licensees both in the U.S. and internationally.”

Technology also came into that discussion. “The movement into the digital/augmented reality space is providing a way for established brands to capture the interest of millennials,” responded one brand-oriented licensee/licensor to the question about positive developments.

Some companies are trying to figure out how to take that next step in business development. One brand owner talks of the challenge of “continuing momentum.

Winter 2017

Decrease 1-3%

Decrease 4-6%

Decrease 7% or more

We are at a crossroads with our business where much of the ‘easy’ partnerships have been achieved. Now, we are faced with extending our brands into more difficult categories along with pushing the current partnerships to grow/expand.”

In a similar vein, a corporate licensor writes that there are “fewer big elephant deals to catch out there; [we’re] moving into a second tier of good but not exceptionally large opportunities. [We’re looking at] mindful expansion and balancing the profit and loss of new business against existing resources, and getting additional resources deemed necessary” by management.

So, what does the licensing business face? While technology has changed, the retail landscape is ever-changing; a lot of the fundamental opportunities and challenges are strongly reminiscent of those of years past.

Writes one industry veteran about the challenge: “Same as it ever was: tough competitive market, need for properties to license to companies that can bring real added value to products in order to stay relevant in the marketplace. Same challenges now as they were in 1980. Different labels, same concepts.”

•••• This article originally appeared in Inside Licensing, an ongoing news service operated by the International Licensing Industry Merchandisers’ Association. Licensing industry news is constantly updated at licensing.org. For more information about Inside Licensing, visit licensing.org/research/inside-licensing/, or contact Marty Brochstein, senior vice president, industry relations and information, at mbrochstein@licensing.org, or Mark Seavy, publications editor, at mseavy@licensing.org.

The Licensing Book • 15

EUROMONITOR

THE POWER OF THE LICENSED PROPERTY

Licensing cross-industry potential presents untapped opportunities.

by UTKU TANSEL, strategy analyst, licensing, Euromonitor International EUROMONITOR INTERNATIONAL ESTIMATES THAT while the combined value of industries that offer potential for licensing amounts to almost $7 trillion (USD) globally, arguably the most licensable categories within these industries generate as much as $3.5 trillion (USD) in combined overall global retail sales.

The following categories could be among the most important for licensing across the fast-moving consumer goods (FMCG) industries: vv Packaged Food (breakfast cereals, ice cream, dairy, confectionery, biscuits and snack bars, cakes, soup, pasta, and sweet and savory snacks) vv Apparel (kids’ clothing, kids’ footwear, menswear, womenswear, and apparel accessories) vv Soft Drinks (juice and bottled water) vv Home and Garden (home textiles, lighting, dining, and kitchen)

vv Beauty and Personal Care (baby and child-specific products, fragrances, oral care, bath and shower, color cosmetics) vv Toys and Games (traditional toys and games) vv Consumer Health (wound care, vitamins, and dietary supplements) vv Personal Accessories (bags and luggage, writing instruments, and watches) vv Tissue & Hygiene (diapers, facial tissues, and paper tableware) LICENSING: A VITAL CROSS-INDUSTRY PARAMETER Toys are one of the largest industries for licensed products, driving overall global sales. However, the power of licensed properties stretches well beyond this and includes a broad range of FMCG industries.

Size of the Prize, Total Market Sizes, World, Value, RSP, US$ Million, Current Prices, 2015 1,500

1,250

US$ million

1,000

750

500

250

0

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Apparel

Packaged Food

Soft Drinks

Home & Garden

Personal Accessories

Beauty & Personal Care

Consumer Health

Toys & Games

Tissue & Hygiene

Winter 2017

EUROMONITOR

Character licensing­—the most important licensing category—which is made up of properties largely stemming from films, TV shows, video games, and online entertainment businesses, is aimed at kids through a wide range of merchandise categories such as toys, apparel, home textiles, personal accessories, packaged food, and soft drinks. However, the target segment is not limited to kids when it comes to licensing. While it is widely accepted that kid-targeted properties often play a large role in promotional licensing, these also feature adult-targeted classic characters with an appeal that derives from a nostalgia factor. Even a number of kid-oriented properties are marketed secondarily to adults by creating a “cool” factor around them.

“

“Children significantly preferred the taste of foods that had popular cartoon characters on the packaging.”

Bearing these in mind, there are many opportunities in relevant industries thanks to the unprecedented demand for licensed goods, largely stimulated by popular film franchises, including Disney Frozen, Teenage Mutant Ninja Turtles, Avengers, Jurassic World, Minions, and Star Wars in recent years. While penetration of licensing hovers around 30 percent in traditional toys and games globally in value terms, even 10 percent of sales in other larger industries could potentially provide huge revenue streams for both licensors and licensees alike. For instance, just 10 percent of licensed global packaged food sales would be worth a whopping $215 billion (USD), whereas the same percentage for apparel and footwear and home and garden stands at $164 billion and $101 billion, respectively.

DOES LICENSED FOOD TASTE BETTER? When looking into the rationale behind the popularity of licensed products, a study conducted by the U.S. National Library of Medicine—National Institutes of Health on the “Influence of Licensed Characters on Children’s Taste and Snack Preferences” showed just how powerful the perception could be. During the study, kids significantly preferred the taste of foods that had popular cartoon characters on the packaging, compared to the same foods without them. It concluded that “branding food packages with licensed characters substantially influences young children’s taste preferences and snack selection.”

It is not surprising that kids prefer products with

Winter 2017

popular characters on the packaging. However, it goes beyond a simple preference for, or appearance of, a particular product, even commanding sense organs to override sense assessments.

CONCLUSION Whether licensed food really tastes better than its non-licensed counterparts, one thing is very likely— licensing is quickly becoming a major factor in whether a particular product sells or not in many categories across different industries. The influx of new media, as well as film releases such as Star Wars: The Force Awakens, the top cross-generational global franchise­— which reached cinema screens in December 2015—is further underpinning this trend.

•••• *Packaged Food includes breakfast cereals, ice cream, dairy, confectionary, biscuits and snack bars, soup, cakes, pasta, sweet and savory snacks; Apparel includes childrenswear, menswear, womenswear, children’s footwear, apparel accessories; Soft Drinks includes juice, bottled water; Home & Garden (2014) includes home textiles, lighting, dining, kitchen; Beauty & Personal Care (2014) includes baby and child-specific products, fragrances, oral care, bath and shower, color cosmetics; Toys & Games (2014) includes traditional toys and games; Consumer Health includes wound care, vitamins and dietary supplements; Personal Accessories includes bags and luggage, writing instruments, watches; Tissue and Hygiene includes nappies/diapers, facial tissues, paper tableware.

DC Super Hero Girls Batgirl Nightgown & Short Sleeve Tee

Utku Tansel leads licensing at Euromonitor International. Over the past 12 years, he has been responsible for managing diverse research projects covering 32 countries worldwide and for the strategic development of several industry verticals. After heading the syndicated Toys and Games research system for more than five years, in August 2015 he was appointed to his current role developing specialist in-depth licensing knowledge and global expertise, covering a wide range of related industries.

The Licensing Book • 17

HOT SHOTS

Small Toy - Big Brand Moose Translates Its Tiny Toy Line into a Lifestyle Brand The Licensing Book chats with PAUL SOLOMON, Co-CEO, Moose Toys Shopkins paved the way for massive expansion in the kids’ collectible toy category. What are your plans to ensure Shopkins remains fun and relevant as a kids’ lifestyle brand?

Keeping the brand fresh with new twists is vital, and expanding on the world each season has kept our fans engaged and wanting more. We just launched Season 7, which has a fun party theme.

We think the key to keeping it relevant is to not overcomplicate the message and the play pattern. Kids have the most amazing imaginations and we believe the role of our toys is to help stimulate how they create their imaginary worlds.

We know that kids love toys that have extensions in entertainment, so last year, we launched our first DVD, which saw the Shopkins Chef Club top the charts as the No. 1 new family direct-to-video property globally.

Extending the play pattern into all forms of content will continue to play a big part in our program, allowing us to celebrate our fans and give them the opportunity to engage with their favorite characters in physical and digital form.

Shopkins Season 7

How has the Shopkins licensing program grown and evolved?

We took our time and did not rush in. We didn’t want to oversaturate the market straight away, and wanted to ensure we had the right people and companies representing the Shopkins brand.

Partner selection was critical. We work with best-inclass partners who treat the brand like it is their own intellectual property. As the brand has evolved, we have ensured that we stay true to its foundations. A great example of this is our fashion-based program, which appeals to our key target consumer of girls ages 5 to 9. We have avoided lowering our target age range and continue to see the brand build as a result.

What are your plans to expand Shopkins into new product categories this year and into 2018?

You’ll see more of a deep dive into fashion apparel and accessories, tying into key market trends. You will also see the Shopkins and Shoppies come alive in a way you never have before. We are working with some of the world’s biggest brands to create co-branding partnerships that our fans are going to love. You will

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see some amazing new Shopkins products in 2017 and 2018 that will take the brand to a new level. More will be revealed very soon!

Shopkins are a great example of a traditional play pattern. How do you integrate a social component to engage kids with your brand online?

Moose expanded the traditional pattern of grocery store check-out play by making it miniature in scale across all platforms. From the tiny, affordable collectibles to the bite-sized YouTube content and micro app games, there is always something fresh and new for fans to keep them entertained on social channels.

YouTube has been a huge part of the success of Shopkins with webisode content taking off at the same time as the rise of the unboxing phenomenon. We have fantastic partnerships with social influencers who are instrumental in engaging our fan base online. We also use platforms such as Facebook and Instagram to keep our fans updated with brand activity and encourage them to share their own content, which keeps them engaged.

Tell us about other licensing news from Moose.

We have two very exciting partnerships coming up. The first is with Disney. We have worked with them to develop a toy line for the hit mobile app, Disney Crossy Road. The initial collection includes collectible micro figures, backpack hangers, plush, and play sets, and features a large number of Disney and Pixar characters who also star in the app. We are excited to announce that the collectibles are in a unique 8-bit style.

The release is slated for late spring.

The second is with global entertainment icons Illumination Entertainment and Universal Brand Development. Moose is working with them to develop a new and exciting range of collectibles for the entire Despicable Me franchise. Available this summer, the new product line will feature the largest selection ever of characters from the entire Despicable Me universe, including characters from the new film as well as hundreds of others from the previous movies. The range will include micro collectible figure packs, play sets, backpack hangers, novelty collectibles, and plush.

We also just released our first brand extension for The Grossery Gang in the form of trading cards, and watch out for the Grossery Gang app, which will be available in late February.

••••

Winter 2017

1

2

3

1. GROSSERY GANG TRADING CARDS, from Bulls I Toys, will be available this month at Kmart, Big W, Target U.S., and Target Australia. The sevencard packs allow kids to collect, swap, and play with the Grossery Gang characters.

2. THE SHOPKINS LIMITED EDITION CUPCAKE QUEEN REVERSIBLE BOMBER JACKET, from Hybrid Apparel, is exclusive to Target, and is in stores now. It is available in sizes extra-small to extra-large.

3. SHOPKINS BEAN PLUSH, from Just Play, is available at major retailers in the U.S. These adorable Shopkins beans are perfectly sized so kids can bring them wherever they go, and easily fit in a backpack or locker.

4. THE 16-INCH SHOPKINS BIKE, from Dynacraft, features a sturdy frame with a colorful design and authentic graphics. The bike includes a removable handlebar shopping basket so kids can take their Shopkins for a ride. The decorative padded seat is height-adjustable. A rear coaster brake provides smooth stopping power, while wide training wheels add stability.

4

5. SHOPPIES FUN-TASTIC FILL-IN JOURNAL, from Scholastic, will be available at all major retailers that sell books, including Barnes & Noble, Amazon, Walmart, and Target. It features a “Meet the Shoppies” bio section, personality quizzes, story starters, writing prompts, and Shoppies art throughout.

5

Winter 2017

The Licensing Book • 19

ROVIO

Kids can bring home the fun of Rovio’s Angry Birds Movie with new plush and collectible figures. Hatchlings Plush, from Commonwealth Toy & Novelty, are designed for kids of all ages. Four huggable Hatchlings are available, including Baby Red. The Heroes and Hatchlings Gift Set, from Spin Master, is designed for kids ages 4 and up. The set features seven collectible figures, including Red, Chuck, and five baby Hatchlings.

Hatchlings Plush

DISCOVERY CONSUMER PRODUCTS

Discovery Consumer Products debuts new products from an array of partners for both the Discovery and Animal Planet brands.

The Animal Planet brand is inspired by the network, which immerses viewers with content on life in the animal kingdom. Animal Planet maintains its more than 16-year partnership with Toys “R” Us, which dedicates 20 feet of space in its learning world section in all stores. The Animal Planet toy line continues to grow within the ocean, land, monsters, and dinosaur themes.

MasterPieces Puzzle Co. adds animal and wildlife images to the puzzle line by wildlife fine artist Carl Brenders. New puzzle images will include jungle life, ocean life, forest life, and safari life themes along with focuses on specific animals, such as giraffes, cheetahs, peacocks, lions, and more.

SCS Direct spotlights its line of Animal Planet Hatch ‘Em Eggs, featuring dinosaurs, safari, rainforest, and sea creatures that grow up to 10 times their original size when placed in water. Fun Fact Cards are included in every series, providing information on each species. A portion of the proceeds from consumer purchases benefit the principal partners of R.O.A.R., Animal Planet’s charitable campaign to make the world a better place for animals.

Wild Republic continues to develop its line of Animal Planet plush with new designs. The company also provides Discovery’s Shark Week plush offering based on the annual summer TV event.

Discovery Consumer Products continues to partner with strategic licensees to create new Discovery products that are both entertaining and parent-approved.

Horizon Group USA offers an array of science activity kits designed for kids ages 6 to 11. Kids can study the environment, predict the weather, and investigate climate trends with Discovery Extreme Weather. The Discovery Glowing Science Kit includes all the necessary supplies to conduct three experiments. Kids can make glowing powerballs using the crystal powders, or create gooey slime that glows in the dark.

Sakar introduces youth electronic products, including camera, audio, and music products, made for kids ages 6 and up. Kids can take the Discovery Rugged Waterproof Speaker on off-roading adventures without worrying about rain, puddles, dirt, or spills. The Discovery Action Cam is encased in a waterproof housing, letting kids capture and share HD video without getting wet.

The Bridge Direct offers reel packets for Mattel’s View-Master retro toy, featuring experiences such as marine life, dinosaurs, safari adventures, and space adventures.

The Discovery brand will continue to expand throughout the year with more announcements and product debuts. The brand is seeking additional partners in the following categories: ride-ons, board games, card games, outdoor, sporting goods, and preschool toys. Discovery Consumer Products currently seeks strategic licensed partners for Animal Planet in the following toy categories: arts and crafts, board games, card games, collectibles, seasonal toys, and wheel toys. Discovery Consumer Products is also getting into the gaming space with a focus on learning, STEM, and exploration across gaming, connected products, and virtual reality, and is looking for fitting partners.

20 • The Licensing Book

Winter 2017

CARTOON NETWORK

Cartoon Network will introduce a fresh take on the Ben 10 animated series this year, along with a full-fledged licensing program for the brand. The re-imagined series focuses on fun-loving 10-year-old Ben Tennyson, his cousin Gwen, and Grandpa Max, as they travel the country during summer vacation. When Ben finds the Omnitrix, a mysterious watch that transforms him into 10 aliens, a world of extraterrestrial superpowers opens up to him.

Playmates Toys is the global master toy partner for Ben 10, and will introduce figures, play sets, and role-play items in the fall.

When The Powerpuff Girls premiered globally last April, Cartoon Network launched a worldwide licensing program alongside the reimagined animated series. Since their original debut in 1998, Blossom, Bubbles, and Buttercup have been ambassadors of girl power, juggling schoolwork, fighting bad guys, and always saving the world by using their Powfactor.

Spin Master anchors The Powerpuff Girls licensing program as the global master toy partner. A range of products including plush, action dolls, and play sets were introduced last fall, and the company will ex- Ben 10 Rustbucket Vehicle pand its collection this year. Donny the Unicorn, who will be featured prominently in a new 30-minute linear spe- & Playset, from Playmates Toys cial episode launching in the first quarter, will debut in the action doll line this spring, along with the Storymaker Playset system, which allows kids to customize their own stories by mixing and matching three different sets. Additional new Powerpuff Girls items will also release this year, including Funko Pop figures, blind bags from Bulls I, puzzles from Cardinal, original games from Pressman Games, and glasses from Sunstaches.

In addition to the new lines for Ben 10 and the extended offerings for The Powerpuff Girls, Cartoon Network licensed product featured at Toy Fair will also include Steven Universe playing cards, tins, and magnets from Aquarius; Funko Pop figures; McFarlane construction sets; Phatmojo plush; co-branded games from USAopoloy; blind bags from Zag Toys; and jewelry from High IntenCity. Additionally, Gund will showcase plush for We Bare Bears; Cryptozoic will have Adventure Time original games, and Kidrobot will feature collectibles.

RUBIE’S COSTUME CO.

Deluxe K-2SO

22 • The Licensing Book

Rubie’s Costume Co. expands its line of Imagine by Rubie’s year-round dress-up sets with the Batman Muscle Chest Shirt Box Set. This ensemble includes a muscle chest shirt with a Velcro closure for easy wear, along with a matching black cape and a mask. Kids can also dress up as Batman’s sidekick with the Robin Muscle Chest Shirt Box Set, which includes a costume top and an EVA eye mask.

The Captain America Muscle Chest Shirt Box Set includes a muscle chest shirt with a light-up star icon and attached gauntlets and a mask. The Minions Costume Box Set features the yellow henchman’s yellow and blue printed jumpsuit, a headpiece, and molded goggles.

From Guardians of the Galaxy Vol. 2, the Groot Dress Up Set includes a printed jumpsuit and an EVA foam mask. The Rocket Raccoon Dress Up Set features a costume top, a stuffed Groot that Velcro attaches to Rocket’s shoulder, and a plastic half mask. The Star Lord Muscle Chest Shirt Set includes a foam-backed costume top and plastic half mask.

Rubie’s Costume Co. will also extend its Star Wars Halloween offerings to include new characters from Rogue One: A Star Wars Story. Deluxe Jyn Erso includes a jacket with an attached shirt, pants, a belt, and a leg strap. Deluxe Death Trooper includes a padded jumpsuit with attached boot tops, a belt, and a mask. Deluxe K-2SO includes a padded jumpsuit, hand covers, and a mask.

Deluxe Jyn Erso

Winter 2017

PROPERTY PROFILE

“Shimmer and Shine has been a breakout hit for Nickelodeon in 2016, engaging girls, boys, and parents with imaginative stories that promote resilience and teamwork. We introduced our first line of consumer products last summer and the appetite continues to grow for toys, dress up, apparel, and more that bring this dynamic show off the screen.

As Shimmer and Shine’s magical adventures continue in season two, we’re excited to see more growth across all categories in 2017.”

—Pam Kaufman, chief marketing officer and president, consumer products, Nickelodeon

Meet the Characters Shimmer is a sweet, bright, and cheerful genie. She is an eternally optimistic dreamer, which leads to lots of giggly and funny moments during each adventure. Shimmer is having the time of her life, and wherever she goes, her pet gibbon monkey, Tala, is by her side.

Shine is sassy and confident. Even though they’re twins, Shine comes across as an older sister (only by a minute) to Shimmer. She is spunky, bold, and witty, with an energy that can’t be tied down. There’s one thing that makes Shine melt—animals—especially her pet Bengal tiger cub, Nahal.

Leah is warm, caring, and thrilled to have two secret genies as her best friends. She’s straightforward, honest, and the most grounded of the trio. Her natural instinct is to be calm and to think things through before she acts, so having Shimmer and Shine as genies keeps her on her toes.

24 • The Licensing Book

Shimmer and Shine Facts

ª The series features a social-emotional curriculum highlighting the importance of teamwork, resilience, and overcoming obstacles. Shimmer and Shine currently ranks as the No. 1 preschool show in its timeslot across all TV, and season two of the series is posting double-digit gains over the first season. ª Shimmer and Shine has been picked up for a third season. ª Kellie Pickler, star of CMT’s I Love Kellie Pickler, has an upcoming guest voice appearance on the show. She plays Zora, an adventurous and free-spirited pirate genie, who explores the many magical islands of the world in her flying pirate ship. Pickler will also sing two original songs in the episode. ª Each episode takes nine months to make. ª Custom software was written to generate the genie sparkles that come off of Shimmer and Shine’s feet when they fly. Approximately 50 percent of every scene includes special effects. ª Using a mix of color, texture, and geometry switches, the artists on Shimmer and Shine have created more than 60 unique characters for season two. ª More than 2,500 individual storyboard panels were hand-drawn for the upcoming two-part season two finale. ª In an earlier version of the show, not only were the genies not sisters, but Shimmer’s name was Mia and Shine’s name was Jade.

Winter 2017

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Winter 2017

1. Kids can experience the magic of Shimmer and Shine with puzzles, from CARDINAL. The 24- and 48-piece puzzles feature Shimmer, Shine, Tala, and Nahal. With Crayola Color Your Own Playing Cards, kids can make their own playing cards.

The package comes with four washable markers, 54 playing cards, and a collector’s tin. 2. The Shimmer and Shine Jewel Water Pack, from LITTLE KIDS INC., lets kids beat the summer heat in style. All kids need to do is fill the jewel pack, put it on, and adjust the straps to get ready. Then, they hold the genie bottle handle, take aim, and pump the blaster to unleash the water. The water pack holds 30 ounces of water and sprays up to 30 feet. 3. The Shimmer and Shine Knot-a Pillow, from ALEX TOYS, lets kids create a 15-inch round pillow featuring Shimmer, Shine, and their friends on a magic carpet ride. Kids can knot the edges and stuff the center to create this nosew pillow. 4. Kids can take the Shimmer and Shine genies and pet friends on the go with soft plush toys from WICKED COOL TOYS. Each plush measures 6 to 7 inches tall. 5. UNIVERSITY GAMES offers the Shimmer and Shine Genie Friends Forever game, where players join Shimmer, Shine, Tala, and Nahal as they work together to decorate a gift for their best friend, Leah. In this cooperative game, players collect sparkly jewels, ride their magic carpet, and then decorate a genie bottle.

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The Licensing Book • 25

PROPERTY PROFILE

6 6. With FISHER-PRICE’s glittery, motorized Shimmer and Shine Magic Flying Carpet, kids can re-create the signature magic flying carpet moment from the TV series. In Free Play Mode, lifting and tilting the carpet will activate more than 40 songs and phrases that correspond to the movements, and Shimmer and Shine will sway. In Magic Floating mode, the genies will float along the floor with a flying motion. The poseable dolls wear special golden-accented outfits and can sit or lie down on the carpet. 7. With the Shimmer and Shine Color Wonder Glitter Paper and Markers, from CRAYOLA, kids can color and watch it magically appear on the glittery paper—but not on skin, furniture, or carpets. The set comes with 12 pages of glitter paper featuring Shimmer and Shine characters and five Color Wonder markers. 8. SAKAR’s Shimmer and Shine offerings include the Shimmer and Shine Molded Sing-a-Long Karaoke and Molded Walkie Talkies in its line of Shimmer and Shine products. The genie bottle-shaped karaoke machine includes a karaoke microphone for real, amplified sound, a second audio jack for an additional microphone connection, and illuminated lights. The machine is fully compatible with smartphones and portable audio devices. The walkie talkie set comes with two walkie talkies so kids can share with a friend. They feature a simple push-to-talk button and an on-and-off switch for easy functionality. 9. The Shimmer and Shine Dress Up Trunk, from JUST PLAY, is filled with genie sparkle. The storage trunk comes with 19 dress-up accessories, including a pair of play slippers, two bangles, 12 interchangeable jewels, two barrettes, and a decorative genie bottle storage container. Kids can spin the mystical arrow and use whichever jewel the spinner lands on to decorate their bangles.

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Winter 2017

PILLOW PETS

Pillow Pets will introduce new Pillow Pets and Dream Lites featuring characters from the Nickelodeon animated series Shimmer and Shine. Shimmer and Shine Pillow Pets are folding plush that transition from a stuffed toy into a pillow. Shimmer and Shine’s pet tiger Nahal and pet monkey Tala will be companion Dream Lites, which light up kids’ rooms with sparkly gem icons. Each Dream Lite features a built-in 20-minute timer. Shimmer and Shine Pillow Pets and Dream Lites are designed for kids ages 3 and up.

Pillow Pets will also add characters from National Geographic’s online game Animal Jam to its line of Pillow Pets and Dream Lites. The Lynx, Rabbit, and Fox are the first in a series of Animal Jam plush to debut. Each Pillow Pet and Dream Lite also includes a special code that kids can use to purchase a Pillow Pet or Dream Lite to add to their den in the online game.

Animal Jam Rabbit Pillow Pet

ENTERTAINMENT ONE

Entertainment One’s Peppa Pig will have a host of new offerings. Cardinal Industries introduces the Peppa Pig Playing Cards Super Set, three jumbo playing card decks featuring characters from the Peppa Pig TV series. The set includes a four-card holder to help little hands hold the cards and play cards games, such as Crazy Eights, Go Fish, Rummy, Snap, and more. The Peppa Pig Matching Game, from Wonder Forge, lets kids flip over colorful tiles to reveal a player’s favorite characters from the series. Players must find pictures of Peppa, George, Mummy Pig, Daddy Pig, Suzy Sheep, Richard Rabbit, and more. The player with the most matching pairs wins. Both games are for kids ages 3 and up.

Young fans can immerse themselves in Peppa’s world with TCG’s Peppa Pig Tumble and Spin, an electronic music match memory game.

To play, kids spin the Peppa Pig figure as hard as they can, wait until she comes to a full stop, and listen to hear her speak. Designed for kids ages 3 and up, the first one to collect all their cards wins.

From Kent International, the 12-inch Summer Fun bicycle features character graphics and a Peppa-shaped front handlebar bag. It also includes a tag-along seat for a rider’s special Peppa plush friend. Made for kids ages 2 and up, the bicycle features a see-through chain guard, streamers, and training wheels.

Kidz Toys introduces the Peppa Pig Musical Set, a four-piece wood-crafted musical set that includes a tambourine, a xylophone and striker, a slide whistle, and a clacker in the shape of Peppa’s head.

For PJ Masks, an array of new partners will introduce a range of new products to engage young superheroes. First Act offers the Discovery PJ Masks Ukelele, which features a traditional soprano-size body shape, easy-playing nylon strings, and guitar-style tuning gears. Kids will get an authentic music-making experience while playing an instrument designed just for them.

The PJ Masks Bubble Blastin’ Machine, from Little Kids Inc., is a battery-operated bubble machine adorned with the PJ Masks—Catboy, Gekko, and Owlette. The machine features bubble wands set against the blower to blast out a continuous stream of bubbles, and is made for kids ages 3 and up.

Playhut introduces the PJ Masks EZ Vehicle Gekko-Mobile, which features an open Peppa Pig Musical Set roof for peek-through fun. The tunnel port in the back lets kids connect to other Playhut structures to further expand their PJ Masks world.

Designed to support kids as they explore the water for the first time, SwimWays’ PJ Masks Swim Vest provides the right amount of flotation so they can float upright or lean forward to paddle. Permanent flotation is sewn into the vest. The comfortable and soft fabric cover features character graphics.

What Kids Want’s PJ Masks Bowling Set lets kids knock down six pins that showcase the PJ Masks superheroes. Made for kids ages 2 and up, the set can be played indoors or outside.

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Winter 2017

SUNRIGHTS INC.

Sunrights Inc. will launch Beyblade Burst, the newest generation of the Beyblade franchise, into western markets, including Canada, Australia, New Zealand, and the U.S. In Canada, Beyblade Burst airs on Teletoon and Disney XD Canada. The series debuted last year on Teletoon with recurring broadcasts at 3:00 p.m. on weekends and reruns on Sundays at 9:30 a.m. and 6:30 p.m. on Disney XD Canada. In Australia, the series premiered in December on Channel 9Go! and GO! Kids, and now airs regularly at 7:00 a.m. and 3:00 p.m. during the week. In the U.S., the series recently launched on Disney XD with two weeks of new episodes that aired the last two weeks of December. New episodes now air on Saturdays at 8:30 a.m. with repeat episodes that air throughout the week. Beyblade Burst is also available through Disney XD’s digital platforms.

The new Beyblade Burst line of customizable, digitally compatible tops successfully launched in Canada at Toys “R” Us last September, followed by Costco, Walmart, and other major retailers. The line also launched in Australia and New Zealand in December in time for the holiday season. The tops launched in the U.S. this January at all major retailers, including Toys “R” Us, Walmart, and Target. Europe, Latin America, and other markets will follow later this year.

The franchise is being supported by a number of top agents across the world, including Televix for Latin America, INK for the Nordic territories, CEE and Russia/CIS, m4e in the German-speaking territories, and The Fusion Agency for Australia and New Zealand.

Sunrights Inc. is building its Beyblade Burst licensing program in the U.S., and recently signed BioWorld as its apparel partner, Super Impulse as a partner for novelty key chains, and more licensees that will be announced this year.

Beyblade Burst extends its digital presence so that new and existing fans can connect with the brand and form their own global Beyblade communities.

The new line of Beyblade Burst tops offers a digital component. Players can take the excitement of the battle with them everywhere they go, thanks to the launch of the Beyblade Burst digital app.

With the free-to-download app, players can scan their Beyblade Burst tops into the app and then interchange components with other tops in their virtual collection and battle digitally.

Bonus footage and full episode catch-up for the U.S. is now available on the Beyblade Burst official YouTube channel. Fans can also learn more about the brand on the official website and social channel on Facebook, Twitter, and Instagram.

Winter 2017

The Licensing Book • 29

BBC WORLDWIDE

BBC Worldwide North America appointed Jazwares as master toy licensee for the Nick Jr. series Hey Duggee!. The deal includes plush, play sets, figures, and vehicles.

Hey Duggee! is an animated series that first aired on the CBeebies channel in 2015 and promotes fun, exercise, learning, and more. The series revolves around The Squirrel Club, a children’s club with the lovable dog Duggee as its leader. The club provides a safe and fun place for kids to explore, learn, and earn activity badges.

CARRERA

Nintendo’s Super Mario takes off with Carrera’s new RC Super Mario-Flying Cape Mario flier. This 2.4 Ghz flying figure comes ready to fly out of the box with a controller and a charger for the figure’s built-in rechargeable battery. A coaxial rotor system keeps the figure stable as kids fly it for up to five minutes on a 30-minute charge.

30 • The Licensing Book

USAOPOLY

USAopoly will introduce Chess: The Legend of Zelda. This is the first and only chess game that features Zelda characters in classic poses as the chess pieces and a beautifully designed gameboard.

Sit back with an ice cold bottle of Nuka-Cola and get ready for game night with Checkers: Fallout Nuka-Cola. Vault Dwellers compete to take the last bottle cap in this classic game with a twist—Nuka-Cola and Nuka-Cola Quantum caps replace standard pieces.

For Bob’s Burgers, USAopoly will introduce Jenga, Monopoly, and a 550-piece puzzle. In Jenga: Bob’s Burgers, players control an 8-bit Burger Boss on a mission to eliminate ingredients and move up the levels to beat Jimmy Pesto’s high score.

Jenga: Bob’s Burgers will be available in the fall. Monopoly: Bob’s Burgers features locations and characters from the show, while the puzzle features the Bob’s Burgers storefront and the Belcher Family. USAopoly will also introduce Monopoly versions for Dragon Ball Z and Guardians of the Galaxy Vol. 2.

Trivial Pursuit: The Big Bang Theory tests fans’ knowledge with questions based on the first seven seasons of the TV comedy. The game contains 600 questions, requires no board, and can be carried around in its bite-sized wedge case. USAopoly will also offer a Trivial Pursuit version based on the Supernatural TV series.

Yahtzee: Dragon Ball Z is a version of the classic dice game that includes a four-star Dragon Ball cup and custom dice featuring Goku, Gohan, Vegeta, Trunks, Piccolo, and Cell. Pirates of the Caribbean and Guardians of the Galaxy Vol. 2 versions of Yahtzee are also available.

In Munchkin: X-Men, players work their way up through 10 levels to graduate at the head of their class at Xavier’s School for Gifted Youngsters. Players gain levels by defeating iconic Marvel villains, recruiting allies such as Wolverine, declaring an X-Affiliation, and using special powers and items.

In March, USAopoly will release a Golden Girls 1,000-piece puzzle, featuring Blanche, Rose, Dorothy, and Sophia from the iconic TV series.

Winter 2017

PROPERTY PROFILE

Since its September 2015 launch, the PJ Masks TV series has been a breakout hit with kids and families. Now with the rollout of even more consumer products across the U.S. and Canada from our expanding roster of best-in-class licensees and new lines from existing partners, we’re looking forward to even more growth and continued success for the brand at retail.”

—Joan Grasso, VP Licensing—North America, eOne Family

PJ Masks is a show about heroism. When Connor, Amaya, and Greg come across evidence of wrongdoing in the daytime, they know it’s time for their alter-egos, Catboy, Owlette, and Gekko, to go into the night to save the day.

All of the PJ Masks episodes have a social-emotional element, to teach kids how to be heroic in their everyday lives.

Season two of PJ Masks is currently in production for delivery from late 2017.

THE HEROES GEKKO has awesome powers, such as a Super Lizard Grip, Super Gekko Camouflage, and Super Gekko Muscles. He is all about helping the little guys. CATBOY can locate the baddies wherever they are with his Super Cat Hearing, race circles around any villain with his Super Speed, or pounce on anyone with his Super Cat Leaps. OWLETTE is always ready to swoop in and save the day with her Super Owl Wings, Owl Eyes to locate the source of the mystery, and Owl Wing Wind to send those pesky villains flying.

THE BADDIES A marvel of mechanical mischief, ROMEO is the classic mad scientist who is totally wrapped up in his own genius. LUNA GIRL will have a terrible tantrum if she doesn’t get her way. She loves the moon like we love the sun, and she would have it all for herself if she could. NIGHT NINJA is a star cloth-outfitted martial arts expert with one other fiendish ace up his sleeve: his own personal army of innumerable, pint-sized mini-ninjas called Ninjalinos.

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Winter 2017

PJ Masks Deluxe Talking Figures

As master toy partner for PJ Masks, JUST PLAY will extend its range of figures, vehicles, and play sets for the brand this year. PJ Masks Deluxe Talking Figures are available in Catboy, Owlette, and Gekko styles. Designed for kids ages 3 and up, each 6-inch figure is fully poseable, and kids can press their amulets to hear phrases from the show.

The PJ Masks Deluxe Vehicle assortment includes Catboy’s Cat-Car, Owlette’s Owl-Glider, and Gekko’s Gekko-Mobile.

Each vehicle includes a 3-inch articulated character figure and can seat up to three figures. The vehicles feature rolling wheels, working headlights, action sounds, and phrases from the show.

CRA-Z-ART introduced preschool activity sets featuring the PJ Masks. Kids can draw, stamp, and magically erase with the PJ Masks Magna Doodle.

The magnetic drawing board allows kids ages 3 and up to make pictures and designs that magically disappear by sliding the erase bar. The easy-to-use pen and three PJ Masks design stamps all store in a self-contained unit for fun on-the-go.

Cra-Z-Art PJ Masks Mold ’n Play 3D Figure Maker lets kids mold their favorite PJ Masks characters using Softee Dough. The set includes the molds and a variety of dough colors.

ACCESSORY INNOVATIONS will extend its placement of PJ Masks backpacks, insulated lunch bags, and rolling luggage with telescoping handles this spring. Featuring all three PJ Masks heroes, the items in the line include special features, such as extra durable double zippers, mesh side pockets to hold water bottles, a back loop for hanging, adjustable comfy straps with padding for support, and three large storage pockets.

HAPPY THREADS will launch a line of kids’ apparel in the spring, including short-sleeved masked hoodies featuring Catboy, Gekko, and Owlette in toddler sizes. Additionally, short-sleeved Raglan T-shirts will be available in boys’ sizes, and an Owlette tulle tier short-sleeved dress with a wing cape will be available in girls’ sizes 2T to 6X.

FOX HOME ENTERTAINMENT released the first PJ Masks DVD, Let’s Go PJ Masks!

Kids can join Catboy, Owlette, and Gekko as they team up to solve mysteries and learn valuable lessons. The DVD features six episodes and the “Let’s Go PJ Masks” official music video.

Specially marked packages will also include stickers. The DVD features 76 minutes of PJ Masks content.

SIMON & SCHUSTER is the master publishing partner for PJ Masks, and will release new board books, storybooks, and educational books featuring Catboy, Owlette, and Gekko in the summer, with additional new offerings coming in the fall. PJ Masks Save Headquarters! is a novelty board book for kids ages 2 to 5. Kids can take a tour through the PJ Masks’ top-secret headquarters. Kids can lift flaps to search for Romeo, pull tabs to move Catboy, Owlette, and Gekko from one floor to another, and slide windows open and shut to make Romeo and the PJ Masks teleport in and out of headquarters. PJ Masks and the Dinosaur! is an 8- by 8-inch storybook that follows Catboy, Owlette, and Gekko as they work to defeat a dino-robot. Along the way, Owlette will learn the power of forgiveness. Suggested for kids ages 3 to 7, the book includes a sheet of stickers. Gekko is the star of Ready-to-Read: Level 1: Hero School, as he learns a special lesson about asking for help. When Night Ninja steals the school bus and converts it into his very own super-vehicle, it’s up to the PJ Masks to stop him in his tracks. The book is available in both paperpack and hardcover editions, and is suggested for kids ages 4 to 6.

Winter 2017

The Licensing Book • 33

Red Ninja Steel Surfer Drone

SNAPTOYS

As the master toy licensee for The Jim Henson Co. Netflix original series, Word Party, Snaptoys launches a range of Word Party toys this spring. Now in its second season, Word Party is a vocabulary-building show for preschoolers that follows four baby animals, Bailey the Elephant, Franny the Cheetah, Kip Franny the Wallaby, and Lulu the Panda, as they sing, dance, and play.

The show invites young viewers to help teach the baby animals new words, practice these new words themselves, and celebrate these achievements with a ”Word Party!“

DGL TOYS

DGL Toys, a division of DGL Group, introduces a line of Power Rangers drones, flying toys, 3-D puzzles, and novelty banks. A lim*The image shown is not final and is ited series of drones and flying figures pending approval from the licensor will be based on the upcoming Saban Power Rangers movie, while a broader line of drones and flying toys will be based on Saban’s Power Rangers Ninja Steel TV series. The line will consist of Ninja Surfer and customizable do-it-yourself drones.

DGL introduces collectible and detailed Talking Helmet Banks, Talking Piggy Banks, and the Power Rangers Zord Bank, part of the Power Rangers Talking Banks line. Kids can choose from one of five Power Rangers characters or collect them all. When kids drop a coin in any of the banks, they will hear phrases such as “Go Go Power Rangers!,” “It’s Morphin’ Time!,” and “Unleash the Power!”

Power Rangers 3D Puzzle Figures are collectible puzzles that come in blind boxes and are available in each Power Rangers character.

LIONEL

In the Mickey & Friends Express Ready-to-Run Set, from Lionel, each piece of the train resembles five famous Disney characters: Mickey, Minnie, Donald, Goofy, and Pluto. The set includes a 2-4-2 Mickey & Minnie Steam Locomotive and tender, a Donald Duck tank car, a Goofy boxcar, a Pluto caboose, 12 pieces of FasTrack, and more. The locomotive also features optional snap-on Mickey ears, while the freight cars include features such as Donald Duck’s hat, opening doors on the boxcar that reveal Goofy, and an optional Pluto tail. This set also features the Railsounds RC sound system with steam chuffing and background sounds, a horn, a bell, and user-activated announcements, as well as an operating headlight.

The Polar Express Ready-to-Run Set is a newly decorated and enhanced The Polar Express LionChief set that includes a 2-8-4 locomotive and tender, two coach cars, an observation car, four articulated movie characters, 12 pieces of FasTrack, a LionChief remote, and The Polar Express bell. The locomotive features “All aboard The Polar Express” and “Tickets, please“ movie sound clips, on and off switches for smoke and sound, the RailSounds RC sound system, a puffing smoke unit, an operating coupler on the rear of the tender, a maintenance-free motor, two traction tires, a die-cast metal locomotive body, a large pilot, and a headlight lens shield. The passenger cars feature interior lighting, a decorated drumhead, a rounded observation platform, and silhouettes in the windows.

The Hogwarts Express LionChief Ready-to-Run Set features a 4-6-0 electric locomotive controlled by remote, the RailSounds RC sound system, a maintenance-free motor, an operating headlight, puffing smoke, cab window “glass,” traction tires, a die-cast metal body, separately applied marker lamps, driver linkage, brake stands, coupler air lines, and buffers. The two passenger coaches feature interior illumination, plastic trucks and operating couplers, and soft molded diaphragms between cars. It also includes a combination car, 12 pieces of FasTrack, and more.

For the first time, families can operate Lionel’s Ready-to-Run train sets using Bluetooth technology. Kids can download the free Lionel LionChief app and connect any 2017 Ready-to-Run train set to a wireless device to run and operate with BlueTooth.

When using Bluetooth technology rather than a remote control, additional features are unlocked, including the ability to operate the train’s smoke, momentum, speed, volume, and pitch. The Ready-to-Run sets are easy to set up and include everything families need to get started, including a locomotive, cars, track, and more.

Polar Express Ready-to-Run Set

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Winter 2017

PLAYMOBIL

My Little Pony Figures

PAPER PUNK

Kids can make their own My Little Pony figures with Paper Punk’s My Little Pony Figures all-inclusive kit, which features more than 50 pieces.

Kids can use six punch-and-fold shapes to create Rainbow Dash, Fluttershy, Pinkie Pie, and more.

Kids can also create the ultimate pony palace with the My Little Pony Castle Set, which features 150 pieces, including stickers and a backdrop. The new My Little Pony Paper Punk sets are designed for kids ages 6 and up.

Playmobil will release its Ghostbusters Firehouse at retail in May. The buildable play set features Spengler, Stantz, and Janine figures.

Kids can go on ghost-hunting adventures in this multiroom set, featuring a lab, a library, and a garage. Accessories include a Ghost Containment Unit, a detachable Proton Pack and Proton Laser, a PKE meter, silicone slime splatters, and more.

Based on the classic Ghostbusters film, the building set is designed for kids ages 6 and up.

Playmobil will also show new sets based on DreamWorks’ How to Train Your Dragon franchise. The Hiccup & Toothless set features the iconic black dragon, Ghostbusters Firehouse which can shoot a blue fire dart from its mouth. Toothless also has illuminating back spikes and a saddle so Hiccup can ride with ease.

The Astrid & Stormfly set also includes a saddle, as well as a battle axe. Both How to Train Your Dragon sets are designed for kids ages 4 to 12.

MAISTO

Bburago Pocket Garage

Winter 2017

The Maisto Off-Road Kings Jeep Wrangler is a true 1:24-scale Jeep with performance detail parts, huge off-road tires, and custom wheels. Designed for kids ages 8 and up, it also features opening doors and tailgate, and a die-cast metal body with plastic parts.

The Bburago Pocket Garage is the right size for kids to take on the go. Designed for kids ages 3 and up, this authentic Ferrari die-cast car is approximately 1.25 inches long and features a spring-powered launcher that needs no batteries.

Maisto will introduce the Bb Junior My First RC Jeep, designed for kids ages 2 and up. This vehicle helps develop hand-eye coordination and imagination, and features a horn, working lights, and an easy-to-use controller.

Maisto will also debut the Bb Junior Funny Friends Ferrari. Toddlers can practice counting by pressing for three different actions—1: Funny eyes that bob up and down, 2: Real Ferrari sounds, and 3: The car drives away.

The Licensing Book • 35

FOLKMANIS

Folkmanis introduces four classic, heirloom-quality Disney Character Puppets. Disney fans can animate and create puppetry magic with Mickey Mouse, Minnie Mouse, Donald Duck, and Pluto. With the added play value of a puppet, kids can reminisce and re-create scenes from vintage cartoons with the detailed puppets.

Disney Character Puppets

UNIVERSITY GAMES

University Games will introduce new children’s, family, and party games this year.

Timed with the theatrical launch of the Captain Underpants movie from DreamWorks Animation, University Games will launch a line of games and puzzles based on the film. In Captain Underpants Rip-Roaring Race to Remain Rainless Game, players work to overcome obstacles and keep Captain Underpants dry to win. The full line will feature three games and two puzzles designed for kids ages 5 and up.

University Games will expand further into the Rubik’s game category with Rubik’s Battle, a warstyle card game where players look for unique Rubik’s patterns on their cards to win each round.

IDENTITY GAMES

Identity Games will launch four new licenses for its Find It Game this year.

Where’s Wally—known in the U.S. as Where’s Waldo—is the British children’s book series that requires readers to find a character named Wally hidden on a busily illustrated page.

Wally’s distinctive red-and-white-striped shirt, knit cap, and glasses help kids find him. Just like with the books, kids will have to focus to find Wally in the Where’s Wally Find It Game.

Another children’s books series, Captain Underpants, returns as a Find It Game filled with characters from the whimsical storyline. The Captain is also scheduled for a major motion picture release in June.

Sesame Street Jr. characters, including Big Bird, Elmo, and Ernie, fill up a Find It container with larger-than-usual pieces. It makes spotting a yellow rubber duckie a little easier for younger players.

The Animal Jam edition, based on the National Geographic online game, features Monkey, Panda, Penguin, and Koala, among dozens of other two- and four-legged pals.

Each version of Find It requires players to discover items, which are listed on top of the container for easy reference. Some are easy to find, while others are a bit harder.

In Elmo Hide & Seek, preschoolers try to uncover Elmo as he hides. This game requires no reading, is designed for kids ages 1 and up, and lasts about 10 minutes.

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Winter 2017

HEXBUG

HEXBUG Nitro Circus Freestyle Ramp

Kids can pretend to perform death-defying tricks with Hexbug’s new line of Nitro Circus stuntmen. With the Nitro Circus Freestyle Ramp, kids can launch the stuntman from the Nitro Circus Capture play set. Rip the cord and send characters down a harrowing incline with the Nitro Circus Mega Ramp. Kids can collect all five characters, each equipped with a unique transport contraption.

From the TV series BattleBots Season 3 comes Tombstone, the grave maker, and Minotaur, the beastly competitor of mythical proportions.

Kids can use STEM-based problem-solving skills to build their own version of the bots using snap-together VEX IQ pieces. Both products result in a highly realistic miniaturized version of the fan-favorite robots.

DEMDACO

DEMDACO introduces the true by kelly rae roberts line, which features Kelly Rae Roberts’ artistry and heartfelt sentiments on baby gifts and décor. The Rainbow Pillow features the saying “Shine bright little one;” the Hot Air Balloon Wall Art reads “I love you all the way around the earth;” and the Sailboat frame holds a 4-by-6-inch photo and reads, “Always sail toward your dreams.”

SAKAR INTERNATIONAL

Sakar International and Warner Bros. Consumer Products, on behalf of DC Entertainment, introduce a line of youth electronics based on the DC Super Hero Girls. A wide range of products will feature the group of heroic and iconic teen superheroes and will include molded walkie talkies, sing-along karaoke machines, molded microphone stands, smartwatches with flashlights, and a line of fashion accessories for mobile devices.

Sakar extends its speaker lineup to include a variety of new models featuring brands such as Shimmer and Shine, Hello Kitty, My Little Pony, The Powerpuff Girls, and more. The new speakers have waterproof and light-up components. The new speaker lineup includes a variety of waterproof models, such as the Thomas and Friends Bathtub Speaker, which is safe to use in water and can function even after being submerged. The Bluetooth technology brings connectivity to any portable smartphone or tablet device, and allows full hands-free control of kids’ music so they can stream all their favorite songs without any interruptions.

The new karaoke machine lineup includes a variety of waterproof systems. The easy-to-use volume knobs and control buttons let kids adjust the volume and connect wirelessly to some of the new models via Bluetooth-enabled technology. A two-song CD+G disc comes included with all systems. The machines also make reading lyrics easier with connectivity to any TV so the words can flow across the screen.

As part of the expansion to its successful lineup of headphones, Sakar unveils a variety of new models that feature wireless Bluetooth technology and innovative design to span across beloved kids’ brands. Sakar has several new headphone models featuring brands including Shimmer and Shine, Blaze and the Monster Machines, Teenage Mutant Ninja Turtles, Transformers, Miraculous Lady Bug, My Little Pony, The Powerpuff Girls, Power Rangers, and more.

DC Super Hero Girls headphones and karaoke machine

Winter 2017

The Licensing Book • 37

SPOTLIGHT ON

“

Licensor: Spin Master

Our newest entertainment property, Rusty Rivets, inspires imaginative and creative thinking as seen through our hero kids, Rusty and Ruby. Along with their team, Rusty and Ruby always manage to solve the day with ingenuity and innovative inventions. Repurposing spare parts and objects, they are able to combine and design new builds.

Inspired by elements of the maker culture, the Rusty Rivets easy-build preschool line combines an easy-click building system which allows all maker pieces to work together for open-ended and creative play. Children are intrigued by cause-and-effect phenomena and the toys empower them with the ability to create their own builds, just like Rusty and friends.”

— Ronnen Harary, co-CEO and co-founder, Spin Master

ABOUT THE SHOW No matter what the problem—whether it’s an out-of-control model plane, a stuck circus train, or a runaway hot air balloon—Rusty’s boundless ingenuity and creativity always finds the fix. A sprawling recycling yard full of wonderful pieces and gadgets serves as home base for Rusty’s wild imagination. Every trial and error results in an even bigger idea, until Rusty, his powerful pet Botasaur, and his detail-driven neighbor Ruby create eye-popping gizmos that save the day.

RIVETING FACTS Each animator that works on the Rusty Rivets series animates only 30 seconds of the show per week.

In development, Rusty once had a robotic friend named Otto, but the creative team decided a robotic dinosaur—now Botasaur—would be more fun.

The voices of Botasaur and the Bits are recorded by an actor, then a robotic filter is used to make an extra cool effect.

Spin Master will launch a licensing program for Rusty Rivets across a variety of categories.

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Winter 2017

RUBY

RUSTY

Ever since he was old enough to solder a circuit board, Rusty’s been collecting parts and assembling incredible creations. With a belt full of precision tools and a fascination with anything that whirs, hums, and moves, Rusty will take things apart to figure out how they work, and then put them back together—new and improved. Even though he built and programmed Botasaur, a robot dinosaur the size of a construction crane, he’s still a kid and he still has his kid-like wonder for the world, all its possibilities, and new discoveries. Beyond that, what he really loves to do is use his skills to help his friends and community.

Rusty’s neighbor Ruby has been his best friend ever since her skateboard wheel fell off in front of Rusty’s house and the two of them tinkered around and ended up with a solar-powered, laser-guided buggy with on-board GPS and quad sound. Ruby shares Rusty’s interest in all things mechanical and electrical, but the two friends are very different inventors. Ruby’s tool belt is full of electronic devices, including her tablet, which has apps that can level, calculate, and gauge depth, density, speed, area, weight, and many other useful measurements.

LIAM

A 5-year-old, wildly curious, high-energy neighbor from down the street, Liam gets excited about anything that Rusty and Ruby do.

This is usually a good thing, but also causes chaos, since he tends to leap before looking, meaning he sometimes needs to be saved. His goal is to pack as much living as he can between throwing off the covers in the morning and going to bed at night.

THE BITS

Rusty and Ruby’s four Bits— Whirly, Ray, Crush, and Jack—are specialized robot helpers, each with a single purpose and hilarious personality quirks. Ruby and Rusty command the Bits using either Ruby’s tablet or Rusty’s glove. They live and recharge inside a station created from an old vending machine. The Bits operate independently, but when Rusty or Ruby needs them, they function together as tools. Apart from their utility, the Bits also provide comic relief. The Bits don’t use actual words, but a series of clicks, grunts, bleeps, and nonsense words can get their intent across.

Winter 2017

BOTASAUR

Botasaur behaves like Rusty’s big, goofy, affectionate puppy that has no idea how huge and powerful he is. Equipped with an articulated, detachable tail, a cockpit and saddle, powerful jaws, removable modules such as wheels, tractor treads, and crane arms, Botasaur can be disassembled into component parts to be included in other inventions. Rusty programmed him with limited independence —he thinks like a dog, and only wants two things: to play and to help.

The Licensing Book • 39

TOMY

Pokémon My Friend Eevee, from TOMY, is a huggable plush that features moving ears and cute sounds. Eevee is designed for kids ages 3 and up.

TOMY will launch the new Legendary Pokémon Action Figures, Lunala and Solgaleo. Lunala and Solgaleo are highly detailed figures with multiple points of articulation. Designed for kids ages 4 and up, the figures are sold separately.

Kids can become Poké Trainers with the Clip ‘n Carry Poké Ball Belt, and choose between Fire type, Water type, or Grass type. Designed for kids ages 4 and up, the set includes a belt, a Poké Ball, and a dedicated Pokémon type 2-inch figure with its related Poké Ball.

Based on Sonic’s vehicle in the second season of the TV show, Sonic’s Blue Force One transforms into three driving modes.

Sonic can use Blue Force One on the road, in the water, or in the air. Designed for kids ages 4 and up, this set includes a unique Sonic figure.

The Sonic Large Collector Plush is designed for kids ages 3 and up, and is based on Modern Sonic in the new video game.

Fans can add this huggable plush to their Sonic collection.

John Deere Build-a-Johnny Tractor is a 16-piece buildable Johnny Tractor set that includes a battery-powered driver drill.

Designed for kids ages 3 and up, this toy allows kids to build up the tracker, and then completely take apart Johnny and rebuild him again. Chunky parts and pieces are easy for little hands to manipulate.

The John Deere Deluxe Lightning Wheels features motion-activated sounds and new, colored lights. Kids can roll the tractor forward or backward to activate the motion-specific engine sounds, and watch as the lights change color the faster it goes.

The 1:16-scale Precision Elite John Deere 7800 Tractor is the fourth release in the Elite series. Designed for kids ages 14 and up, this 1:16 replica features removable die-cast John Deere weights, opening doors, removDeluxe able side panels, and Lightning Wheels real working cab and warning lights.

40 • The Licensing Book

K’NEX

K’NEX introduces six Tinkertoy My Little Pony Building Sets. Each set features a buildable pony and a scene related to the character that can be constructed. One fan-favorite pony is featured in each set, including Rarity, Applejack, Fluttershy, Rainbow Dash, and Pinkie Pie.

My Little Pony Tinkertoy Building Set

INTERNATIONAL PLAYTHINGS

International Playthings will celebrate 50 years with three new brands, more than 60 new products, two new licenses, and a new company name. This year, International Playthings will become EPOCH Everlasting Play—a visual alignment with global parent company EPOCH. The Aquabeads Disney Princess Playset lets kids create different Disney Princess characters, including Ariel, Aurora, Belle, and Rapunzel.

Designed for kids ages 4 and up, this set features more than 1,000 classic and jewel beads in 15 colors.

Winter 2017

GENIUS BRANDS INTERNATIONAL

Genius Brands International will present a range of brands to potential toy partners this year.

Genius Brands is currently in development on the first season of the 3-D CGI-animated series Rainbow Rangers, which is expected to premiere next year. Genius Brands will develop a comprehensive licensing, merchandising, and retail program to coincide with the series launch.

Rainbow Rangers follows the adventures of seven magical girls from Kaleidoscopia, a land at the other end of the rainbow that is home to fantastic creatures. The Rainbow Rangers are Earth’s First Responders and serve as protectors and defenders of people, animals, places, resources, and the natural beauty of the world. Rainbow Rangers features creators Rob Minkoff (The Lion King) and Shane Morris (Disney Frozen), with Elise Allen (Dinosaur Train, The Lion Guard) as co-creator and head writer. Key designs are by Ruben Aquino.

Genius Brands is currently in production on its new original preschool series Llama Llama, starring the voice of Jennifer Garner. The Netflix Original animated series is set to premiere globally on Netflix this year. The series will be produced in 20 different languages and will be distributed worldwide. Genius Brands will also develop a global licensing program for the brand.

Llama Llama, based on the book series by author and illustrator Anna Dewdney, is an animated series about childhood moments and adventures, as well as the special connections between Llama and his parents, grandparents, and best friends. The series tells the story of a friendly town, as Llama interacts with the world around him.

Genius Brands’ music-driven tween brand SpacePOP launched at Toys “R” Us stores nationwide and online, as well as at Kohl’s, Claire’s, and other retailers last holiday season. The launch included Taste Beauty for beauty Llama Llama and bath products; Macmillan Children’s Publishing Group for books; Commonwealth/License 2 Play for blind bags; Madame Alexander for fashion dolls; KIDdesigns for headphones and microphones; FAB Starpoint for bags, backpacks, and water bottles; Berkshire Fashions for socks, umbrellas, and cold weather accessories; and Pictures Home Entertainment for DVDs.

WOWWEE

Elmoji (Coding with Elmo and friends Emojis), from WowWee, is the new coding robot that teaches kids basic programming skills using the language of visual emojis featuring Elmo and his friends.

Early readers and pre-readers can test their problem-solving skills and play games with this bot using the free app on a smartphone or tablet to control Elmoji’s actions. Elmoji also reacts to physical stimulation, such as tilting and shaking, with dynamic sounds and thousands of animations on his LCD screen.

IMPERIAL TOY

Imperial Toy collaborated with Disney for D-Lectables, collectibles based on Disney characters. Each D-lectable separates into four interchangeable elements that snap together, creating hundreds of unique configurations for kids to mix, match, build, trade, and collect.

D-Lectables Collection 1 features miniature sweet treats, such as ice cream, milk shakes, and cupcakes. Designed for kids ages 5 and up, D-Lectables will include Mickey Mouse, Minnie Mouse, Tinker Bell, Winnie the Pooh, Cinderella, and more.

The second wave of Collection 1 will debut six new character treats in the spring.

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Winter 2017

Elena Royal Palace Tea & Chocolate Set

JAKKS PACIFIC

Jakks Pacific’s Disney Tsum Tsum collectibles will expand this year. Wave 5 and 5SE three-packs feature a large, a hidden medium, and a small Tsum Tsum figure. Kids can track their collections using the included Collector Guide. Wave 5 will include characters from Monsters Inc., Finding Dory, and The Jungle Book. Wave 5SE is a limited-edition run of pastel three-packs. Wave 6 features characters from Beauty and the Beast and Disney villains.

Disney Tsum Tsum Wave 7 and 8 three-packs include two medium and one to three small Tsum Tsum figures hidden in a new Tsumprise. Kids won’t know what they receive until they open the package. Wave 7 features characters from Moana, Muppets, and Finding Nemo, while Wave 8 features characters from A Bug’s Life and Wall-E. The new Disney Tsum Tsum Story Packs feature Lilo & Stitch, Aladdin, and Alice in Wonderland. Each pack includes one exclusive medium glitter figure, two small figures from their respective story, and a variety of themed accessories that can be used interchangeably.

Disney Tsum Tsum Tsweet Boutique Display Set includes a gumball machine that kids can fill with figures and twist the knob to be surprised, a working claw game, a heart-shaped candy box, and a lollipop basket, as well as four small Color Pop! figures.

Kids can collect, stack, and display their Marvel Tsum Tsum characters with the Marvel Comic Box Display. The set includes a large exclusive Battle Torn Hulk Tsum Tsum character and holds more than 20 characters in the different-sized compartments.

The Marvel Tsum Tsum Stack ‘n Display Set is a translucent case that opens to reveal a stacking station tray and movable shelves. The Tsum Tsum storage solution has an exclusive large Vintage Spider-Man Tsum Tsum character and holds more than 45 figures.

The Smurfs are back in Smurfs: The Lost Village, an animated feature film by Sony Pictures Animation. Jakks Pacific’s Smurfs and Animal Friends Assortment includes small figures in blind packaging. Jakks Pacific will also introduce Smurf Mushroom House play sets and Sky High Smurf interactive figures. The Smurfs figures and play sets are designed for kids ages 4 and up.

Jakks Pacific will expand its line of toys for Daniel Tiger’s Neighborhood, an animated program for preschoolers ages 2 to 4 that builds on the PBS series, Mister Rogers’ Neighborhood. The line will include a Musical Instrument Set, a Sing Along with Daniel Tiger karaoke machine, an updated Potty Time Daniel Tiger, and an updated 12-inch Daniel Tiger Feature Plush.

The new 10-inch Baby Margaret Feature Plush is available exclusively at Target. Baby Margaret wears a toddler dress with a pink sweater and has a flower in her hair. She comes with her favorite stuffy, Pandy, and says baby phrases.

Jakks Pacific expands its role-play and doll line for Elena of Avalor, a TV series on the Disney Channel that stars Disney’s first Latina princess. The Elena Royal Palace Tea & Chocolate Set features a teapot with a lid and four cups, plates, spoons, and chocolate pieces. The collection will also feature an Elena Action Adventure Sword, an Elena Crown Princess Ponytail Set, and an Elena of Avalor Action & Adventure Feature Doll.

TOY STATE

Hot Wheels Lights & Sounds Extreme Action—Vampyra

Toy State’s Hot Wheels Lights & Sounds Extreme Action—Vampyra features flapping wings and is designed for kids ages 3 and up. This motorized vehicle plays themed music.

Designed for kids ages 3 and up, the DC Super Friends Super Cape lets kids race in their own crime-fighting machine. Fully equipped with motorized drive, light-up logos, realistic sounds, vocal phrases, and a flapping cape, kids can use this vehicle to make sure justice is served. Toy State also adds the DC Super Friends Clip & Go Hero and the DC Legacy Series.

Toy State’s Teenage Mutant Ninja Turtles line features the Battle Drive vehicle and the Teenage Mutant Ninja Turtles Combat Trucks.

The Cat Machine Maker Junior Operator Multi Machines set comes with all of the parts to build a dump truck, a wheel loader, or a bulldozer. Kids can also mix and match the pieces to build their own machine. The set comes with a machine operator figure, a chunky screwdriver, and a reusable carrying case. The Master Operator—Excavator is also available in the Machine Maker line. Toy State will also introduce the Cat Metal Machines 16-inch Dump Truck, the Cat Buildin’ Crew Big Beam Machine Haulin’ Harry, and the Cat Yellow Construction RC.

Winter 2017

The Licensing Book • 43

OUTSIDE THE BOX

THE SUPERHERO:

REDEFINED FOR A NEW GENERATION

by TED MININNI, president and creative director, Design Force GENERATION AFTER GENERATION, KIDS IDOLIZE superheroes, and they can learn from them as they are being entertained. Superheroes can be role models, teaching kids to stand up for themselves against bullies and what’s right as a moral code of conduct. Many superheroes have challenges to overcome; so at their core, they have very human foibles to which everyone can relate.

But many superhero stories are not like the simple comic books of the past. They’re quite intense and filled with complicated plots, adult subject matter, and violence. Fortunately, there are new superhero properties for toddlers, preschoolers, tweens, and teens that are being enthusiastically received. These age-appropriate stories are relevant to today’s pop culture without crossing the line into adult fare. Plus, they have the potential to become classic properties.

DC Super Hero Girls, by Mattel

44 • The Licensing Book

KID TESTED, PARENT APPROVED Cartoon Network's CGI-animated Sonic Boom series is popular with boys ages 6 to 14. Cartoon Network describes the series as “…an ensemble comedy that pokes fun at action-adventure storytelling, but still manages to deliver plenty of adrenaline. Think malfunctioning giant mech-monsters, bizarre inventions, evil interns, and ridiculous conversations at high speeds.” The concept of presenting a superhero, his side-kicks, and their world filled with plenty of oddities and a lot of laughs appeals to kids. For the uninitiated, Sonic, the speed-demon blue hedgehog; his sidekick, Tails; and friends Knuckles, Amy, and Sticks, work together to thwart the plans of their nemesis, Dr. Eggman and his bots, who are constantly scheming to take over the planet. While the usual good guys versus bad guys theme is present in every episode with some cartoon violence and mayhem, the series has the feel of a light-hearted situation comedy with plenty of jokes that deliver plenty of laughs.

Disney Jr.’s pick-up of Entertainment One (eOne)'s preschool animated superhero series PJ Masks has been a huge success for the network with its core audience of kids ages 2 to 7 in the U.S. “The show’s ability to combine excitement and adventure with themes like friendship and teamwork is also appealing to parents,” says Olivier Dumont, managing director of eOne Family.

PJ Masks is based on the popular books by French

author Romuald Racioppo. Three 6 year olds named Connor, Amaya, and Greg attend school during the day, but when they don their pajamas at night and activate their amulets, they magically turn into their superhero alter egos, the PJ Masks. The storylines and animation are excellent and the characters are cute, while delivering positive messages for the youngest of TV viewers.

If they continue to offer excellence, relevance, and excitement to their target audiences, Sonic Boom and PJ Masks have all the makings of becoming classic properties.

PERSONIFYING EMPOWERMENT FOR GIRLS Diane Nelson, president of entertainment at DC Comics, saw an opportunity for an under-served demographic—girls ages 6 to 12—giving birth to a new franchise: DC Super Hero Girls. In an interview with Fortune magazine, Nelson states, “We have strong female characters in the DC universe, and decided that creating a program around female teenage superheroes could give young girls role models they’ve never had before.” She went on, “Girls in our research groups wanted action stories with heroes, so we started with animated shorts on YouTube, an hour-long animated special on Cartoon Network and Boomerang, and a website of adventures available in various languages.”

DC Comics partnered with Mattel to create a toy line for DC Super Hero Girls. There are seven main characters: Wonder Woman, Super Girl, Bumblebee, Poison Ivy, Harley Quinn, Batgirl, and Katana. Traditionally, action figures have been marketed to boys and fashion dolls to girls. Even as recently as the release of Star Wars: The Force Awakens, licensed merchandise featuring heroine Rey was conspicuously scarce, while her male counterparts were heavily marketed, leading to controversy and backlash.

That isn’t going to happen with DC Comics’ heroines. “We think the DC Super Hero Girls can be bigger than a $1 billion brand,” says Nelson in an interview with Animation World Network. Beginning this past July, Warner Bros. Consumer Products, in partnership with DC Entertainment, announced a global expansion of the licensing program for DC Super Hero Girls at retail in more than 35 countries and in numerous consumer product categories. Action figures were given the first starring role in the product lineup. Is this another classic property in the making?

Winter 2017

TRANSLATING A UNIQUE PROPERTY INTO PRODUCT The merchandising of superheroes is big business.

Retail sales of licensed products grew to $251.7 billion in 2015, a gain of 4.2 percent from 2014, according to the 2016 Licensing Industry Merchandisers’ Association’s Annual Global Licensing Industry Survey. Entertainment and character licensing remains the largest category, with $113.2 billion in sales; a whopping 45 percent of the total global licensing market.

Strategic planning and excellence in design are the backbone of a successful licensing program. Without these elements, success might elude even the most powerful character licenses. Entertainment properties, especially those that appeal to kids, are highly specialized. It is important to faithfully depict these characters in accurate detail, and capture the unique personality traits that are most meaningful to their fans. This makes a huge difference between rendering cartoon-like characters versus properties that have life and soulfulness.

It is also imperative to leverage additional visual cues that are central to each character and his or her storyline and that resonate most with their fans. Verbal cues should be selective and added where appropriate and necessary. When this is effectively achieved, a unique language is created; it speaks for one property and can’t be mistaken for anything else. This sparks recognition and an emotional response to the property that is then transferred to licensed consumer products triggering the "buy" response.

Sonic Boom is a maturing brand that needed a refreshed licensing program style guide to build more enthusiasm among its young fans. Design Force developed a library of ownable visual and verbal assets based on the animated series’ key characters and the distinctive world they inhabit, including depictions of tropical Bygone Island and Dr. Eggman’s video wall—important touch points for the brand’s fans. These assets garner immediate recognition and help fans to recall and engage with their favorite storylines.

We created badges, patterns, border treatments, frames, type treatments, and icons; then we developed a range of consumer product concepts representing multiple categories to inspire licensing partners as they roll out their own Sonic Boom licensed products. eOne assembled an impressive roster of licensees to develop PJ Masks consumer products. Toys and play sets from Just Play hit Toys “R” Us stores in an exclusive deal for the 2016 holiday season, and consumer products in wide-ranging categories are in the works for this year.

BEAUTY, BRAINS, RESOURCEFULNESS Although DC Super Hero Girls are teens who exhibit strong, individual senses of style, they’re not fashion mavens. The licensing program design behind the consumer product rollout reflects that. These

Winter 2017

superheroes are high-schoolers, fighting crime by using their brains, unique capabilities, resourcefulness, and teamwork. While they are strong, they demonstrate compassion and other feminine traits to inspire their audience, proving that girls can be as tough as their male counterparts while being thoroughly feminine.

The licensed consumer product rollout reflects these brand assets well. While poised for action, these superheroes are brimming with intelligence and personality. The visual cues associated with each, as well as the group, evoke their individual strengths as well as those of the team. Verbal cues are inspirational and positive reinforcement for their audience. “Just Be Awesome” appears on new T-shirts. “Stronger Together,” “Strong Girls Will Rule the World,” and “Move Over Boys” are among the verbal exhortations found on bedding. It is obvious that Warner Bros. and DC Comics have created a unique language for this fresh brand, which has all of the earmarks of becoming a probable billion dollar property.

ACHIEVING LONG-TERM SUCCESS As with evergreen superhero properties, it is incumbent on the owners of these brands to keep storylines fresh and relevant for their young audiences.

Providing insights into their characters’ personalities and backstories continues to breathe life into them.

The use of traditional and digital media, including interactive games, is important, but licensed consumer products will be the engine that deepens relationships with young fans who want to bring their favorite superheroes into their homes.

Once a strategy has been developed, a licensing design program should be put into place before any consumer products and packaging are developed and it should periodically be refreshed to maintain the relevance of the property and the manner in which it is presented in the marketplace. Keeping fans excited, engaged, and entertained delivers the ultimate enjoyment. This is the key to building brand equity, longevity, and success for any entertainment property. This is the manner in which cultural icons and classics are made.

••••

Ted Mininni is president and creative director at Design Force Inc., a package and licensing program design consultancy to the consumer product and entertainment industries. The goal of Design Force is to establish strong emotional connections with consumers and create powerful visual brand experiences that engage, excite, entertain, inspire, and influence consumers’ decision to buy. Mininni can be reached at (856) 810-2277. Visit designforceinc.com for more information.

DC Super Hero Girls, by Mattel

The Licensing Book • 45

OF COUNSEL

NOT SANTA’S

CLAUSES

Licensing 101, Part 82

by JAMES KIPLING, of counsel

This is the 81st article in a series devoted to the creation and documentation of the licensing relationship and to elements of a typical license agreement. “‘TWAS THE NIGHT BEFORE CHRISTMAS, AND ALL through the house not a creature was stirring, not even a mouse...” ...but you can be certain that somewhere on Christmas Eve, a licensor’s legal department is working into the wee hours to “improve” the clauses of its standard license agreements. The basic form agreements of major licensors are revised continuously to include ever more subtle and ever more one-sided language.

Apparently, the objective of many licensors is to present licensees with documents that are unlikely to be deciphered by busy executives whose eyes tend to glaze while attempting to understand their esoteric language.

The prize being sought is to cause licensees unwittingly to take on more or greater obligations under license agreements than they thought they had negotiated— greater than those to which the licensee executives would have agreed, had they appreciated the licensor’s hidden agenda.

“Apparently, the objective of many licensors is to present licensees with documents that are unlikely to be deciphered by busy executives whose eyes tend to glaze while attempting to understand their esoteric language.”

46 • The Licensing Book

LICENSOR AGENDA? The licensor’s objective may be to extract payments or impose burdens beyond those which have been agreed verbally by the parties. In egregious instances the goal can be to put the unwary licensee into a position of breach from which its only escape is to pay a ”ransom” by conceding additional commitments to the licensor or risk termination of its agreement.

Such a “breach” may

occur after the licensee has invested heavily in marketing development, tooling design and construction, promotion to its customers, initial production, and distribution.

At such times, the licensee can be too committed to risk trying to revise or to back out of the deal.

SCENARIO A licensee desires a license for an upcoming animated theatrical motion picture for use in its line of toys. Let’s assume that the licensee has negotiated the deal points of a license agreement and has received the draft document from the licensor. It appears that the deal points (i.e. property, term, territory, royalty rate, minimum royalty guarantee, etc.) are ostensibly stated correctly and that the licensee is satisfied with those deal points. The document also includes five pages of fineprint “standard terms and conditions”—i.e., “legalese” that the licensee begins to review but becomes frustrated with after about an hour or so.

What does the licensee’s decision maker do at this point? Hold his or her nose, quickly sign the agreement and return it without further review? Engage the services of an attorney to review and comment upon the troubling sections of the agreement?

If the licensee signs the agreement as drafted, the situation will be as follows.

AGREEMENT “SCHEDULE” LANGUAGE “Section 3. Minimum Royalty Guarantee: 1. Period: From Effective Date to February 28, 2017 Amount: USD $48,000.00 Territory: United States, its territories, and possessions 2. Period: From March 1, 2017 to End Date Amount: USD $48,000.00 Territory: United States, its territories, and possessions 3. Period: From Effective Date to February 28, 2017 Amount: USD $7,500.00 Territory: Canada

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4. Period: From March 1, 2017 to End Date Amount: USD $7,500.00 Territory: Canada The total Guarantee shall be $111,000.00 payable in the following installments: $22,200.00, on or before signature of this License Agreement $33,300.00, on or before July 1, 2016 $33,300.00, on or before January 1, 2017 $22,200.00, on or before July 1, 2017.”

As will be seen below, when combined with the legalese of the standard terms, the above “Guarantee” creates complexity that the licensee may have expected and may lead to disappointing results.

Several pages later the following provision appears: AGREEMENT “12.8 Guarantee. Licensee shall pay to licensor the Guarantees on or before the date(s) set forth in a Schedule. Licensee may not apply to a Guarantee any Royalties other than those Royalties accrued on Sales of Licensed Products to Authorized Customers in the Distribution Channels in the Territory and during the Term, and with respect to each Guarantee, licensee may only apply such Royalties to the extent such Royalties have been accrued (and are timely paid) on Sales of the applicable Licensed Products during the period(s), for the Properties and in the country(ies) specified for such Guarantee. The Guarantees may not be cross-collateralized.”

TRANSLATION Whether or not recognized by the licensee, each of the underlined words and phrases above creates another potential problem, as follows: •

“Guarantees” is not a misprint. The quoted schedule language in fact creates four separate and individual guarantees, each of which is defined by territory (U.S. or Canada) and time period, and each of which must be separately satisfied.

•

“Authorized Customers” can be defined by channels of distribution and as individually listed customers within such channels to which sales must be limited.

Sales outside the defined channels or territory result in royalty payments that are (a) not attributable to a Guarantee and (b) potentially a terminable breach of the agreement.

•

“Territory” is limited to the U.S. and Canada, as specifically defined.

•

“…and are timely paid…” This phrase is very important because it opens the door for audit claims

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not only for interest on late payments, but also for disqualification of amounts paid late from being credited against the guarantees. For example, if payments are due 30 days after the last day of a calendar quarter but are made later, not only can the amounts of each late payment be subjected to the specified “interest” penalty by a royalty auditor, but the amount of each such late payment could be “deemed unpaid” for the purpose of the respective guarantee. The auditor could make a demand for payment of the full amount of each such late payment.

•

“…not cross-collateralized…” confirms the separation of the $111,000 guarantee into four separate parcels, each of which must be separately satisfied. That is, even though the total payment for the U.S. is $500,000 for the period from effective date through February 28, 2017, any shortfall in any of the other three guarantees must be paid with additional money.

“The licensor’s objective may be to extract payments or impose burdens beyond those which have been agreed verbally by the parties.”

The above are only a few examples of licensors “improving” their standard agreements. The process goes on continuously and we must remain vigilant through the holidays and otherwise.

CONCLUSION Even as Santa, with a twinkle in his eye and with his happy coursers leading, circles the Earth, levitating in and out of chimneys and distributing gifts to good little girls and boys, licensors also will be “ho, ho, ho-ing” and creating their own gifts at the expense of unwary licensees.

••••

James Kipling has represented licensors and licensees for more than 20 years, negotiating entertainment, sports, artwork, brand, invention, and technology agreements. He may be reached at jim.kipling@cinci.rr.com or (513) 324-3200. Copyright: ©2017 James M. Kipling, All rights reserved.

The Licensing Book • 47

WIT SPOTLIGHT

s e i r o WITSt

The Licensing Book chats with the 2017 Wonder Women in Licensing Nominees for Women in Toys, Entertainment, and Licensing (WIT).

Meredith Norrie Director of Marvel Toys and Hardlines Licensing, Disney Consumer Products

Marie Todd Director of Licensing, Komar

Erin Stein Publisher, Imprint / Macmillan Children’s Publishing Group

48 • The Licensing Book

What is your single best piece of business advice?

Norrie: Never be afraid to think outside the box, take calculated risks, and fail. Some of the best ideas and results come out of learning from past mistakes. Don’t focus on what other people are doing; go with your gut instincts to stay focused on the ultimate goal.

Todd: Avoid tunnel vision. Understand how your work impacts others. In larger corporations, it’s easy to fall into the habit of focusing solely on your role, your goal, and your strategy, which then leads to making decisions based on a single perspective rather than multiple perspectives. This approach is short-sighted since it does not take into account the impact on others and their goals within the company. Having a 360-degree view of the business, and especially of the relation of those whom your decisions affect, is critical. This doesn’t mean you have to be an expert in all areas, but have a basic familiarity with the interests and priorities of others, so that you can make the very best decision for the company overall.

Stein: Even if you don’t agree with someone, listen for the common ground, then work toward that.

What do you do during the first hour of your business day and why?

Norrie: I take time to step back and strategize on the big picture initiatives—both short term and long term— that I want to accomplish before jumping into my to-do list. It’s hard to get somewhere if you don’t have strategic clarity on where you are going.

Todd: I spend the first hour of the day hopping around office to office, saying hello to team members, making a few minutes of small talk, and then asking about their day’s projects. This face-to-face interaction done in a casual way, without the need for meetings or phone calls, allows me a special window into what is happening with my team, both in and out of the office. Just a few minutes often tells me what specific challenges or opportunities people are facing, what their priorities are, and whether I can help with something or add a new perspective. There is rarely a day that I don’t learn something helpful from this practice. Occasionally, my day changes because of a conversation I had in this

first hour, and the determination that my priorities have shifted to take into account the needs of another part of the team.

Stein: I don’t have a routine. Each day is different. It keeps me on my toes, allows for creativity, and I thrive on the variety.

What is your favorite productivity tip?

Norrie: Keep meetings as brief and straightforward as possible. In an environment with constant change in priorities and deadlines, everyone’s time is precious.

Todd: Cut out the email and instant messaging and get up and walk to your co-worker’s space to talk.

It’s faster, more effective, and there is less chance for misunderstanding.

Stein: Productivity works differently for everyone—step one is admitting what works for you. Step two is realizing others work differently. Allow everyone room to do their best work.

What advice would you offer women wishing to break into the licensing industry?

Norrie: Always be authentic, fair, and transparent. If you focus on those core principles, your partners will not only value the relationship, but it will also help lead to successful deals in the future.

Todd: Find a mentor. I was lucky to have one and it proved invaluable. If one doesn’t appear, reach out.

Most experienced people love to mentor their junior colleagues. Earlier in my career, I worked for a company that was slightly chaotic and lacked structure, so it was easy to get lost in the shuffle or just get thrown into new functions haphazardly. I identified someone who seemed to be able to navigate the environment smoothly and was actually thriving, success-wise. I simply knocked on his door, asked if I could show up 30 minutes earlier in the morning with some coffee for the both of us and talk through my day, then get his feedback and expertise. He happily agreed, and from that grew not only a structured approach to my professional development, but also a lifelong friendship.

Stein: Network and make contacts. Like most things, it’s all about relationships.

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What is your single best piece of business advice?

Weiss: Surround yourself with great people! Work with the best in the business—those who think outside of the box, have different experiences, and can work with you as a team to achieve success. Additionally, it’s important to be a good listener and have patience when working with others. The key to success is partnership, and a partnership can be achieved with teamwork.

Blue: Be aware of your “little voice.” We all have the little voice inside our head that tell us things such as “we tried this before and it didn’t work.” My advice wouldn’t be to try and turn the little voice off (actually we can’t!), but to be aware of the fact that it is based on our own previous experience and perspective. Our past experience is important, but decisions should be based on insight that has been gathered and analyzed. This is especially important when instigating change.

Bennett: Don’t be afraid to say, “I don’t know.” Sometimes it’s one of the smartest things you can say. That said, do follow up to find and convey the answer!

What do you do during the first hour of your business day and why?

Weiss: First, coffee! I typically start the first hour of my business day by greeting my co-workers, dive into my to-do list, and jump on email. Then I assess what meetings are on tap for the day, what deadlines I have to meet, and go through the day’s activities.

Blue: I communicate with our UK-based team who is responsible for Brand Licensing Europe (BLE). I have a window of an hour or so before their day ends, so I prioritize BLE matters in the morning. We have lots of early morning calls.

Bennett: I try to get to the office one hour before my first call or meeting so I can focus solely on returning email without interruption.

What is your favorite productivity tip?

Weiss: I start each day with a goal in mind: What am I looking to achieve today? I make sure to leave room for the unexpected. I stay focused by defining my purpose for the day—e.g. close a deal, finalize a project, meet with a potential licensor. It’s important to also stay positive and have fun.

Blue: It’s simple, but ensuring that every meeting has an objective, an agenda, and a post-meeting follow-up email—with action points and owners. I’m respectful of

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people’s time so I make sure all meetings are necessary and productive, and that they start and end on time.

Bennett: I think it’s challenging and unrealistic to be truly productive and efficient every hour of a 10-hour day.

Determine your “peak hours” and use those to get your most important work done. I’m a morning person, so I use that time to focus on the most time-sensitive and important projects on my plate. I also try to set my most critical calls or meetings before noon.

What advice would you offer women wishing to break into the licensing industry?

Weiss: Go girl! I would tell women looking to break into the licensing business to learn as much as you can about licensing from every angle: Study how deals are made, observe how things get done, and take on new responsibilities. Immerse yourself in all angles of the business. No job is too small or too big. By learning about the ins and outs of the business, you’ll be more well-rounded.

Blue: Network, network, network! Networking and face-to-face interaction are so important in our industry.

There are many opportunities to do that, whether it’s at our shows in London, Las Vegas, Shanghai, Toyko, or at the Summit in New York. LIMA also organizes networking parties, which are great. I would also recommend being knowledgeable about the industry—understanding who is licensing to whom and why. That will make for rich and interesting discussions at the events.

Bennett: Thoroughly research a company/executive with whom you’re interviewing, read everything you can, network, and join industry organizations. Also, I used to ask to sit in on calls or meetings as a silent observer so I could listen and learn. I found the strongest leaders and mentors were very supportive of that.

Karyn Weiss SVP Business Development & Licensing, Accessory Innovations

Jessica Blue Senior Vice President, Licensing, UBM

Jennifer Bennett Senior Director, Entertainment Partnerships & Licensing, Mattel

The Licensing Book • 49

WIT SPOTLIGHT

Dianne Bellchambers Head of Licensing, Moose Toys

Sujata Luther Executive Vice President Consumer Insights, Nickelodeon

Hayley Maguire Senior Director Global Creative and Product Development, Consumer Products, Hasbro

50 • The Licensing Book

What is your single best piece of business advice?

Bellchambers: Back your gut. Don’t get distracted and lose sight of your instincts; they are rarely wrong.

Luther: There is always a solution to a problem. Persist and you will find the answer, and don’t give up. If one path gets blocked, recalibrate and find a new path. “Eureka” moments only happen when you keep digging for the answer. And don’t overcomplicate the issue; keep it simple.

Maguire: Don’t be afraid to challenge the status quo and don’t be afraid to ask questions. I learn something new every day that I didn’t know before, that helps me shape and evolve creative strategies, tactics, and solutions. Finding new ways to do things or new things to do is exciting and keeps teams inspired and motivated.

What do you do during the first hour of your business day and why?

Bellchambers: I attack priority tasks and email, making sure I don’t get caught in the micro detail. Then, I set the agenda for the day and check in with my team to ensure they are clear on their priorities.

Luther: Develop my list of things I need to accomplish.

I check in on the list a few times through the day, to remind myself to focus, not to get distracted by events, meetings, phone calls, etc. Throughout the day, I check off the list as I complete the task. It really is rewarding and fulfilling at the end of the day to see the check marks. (And, alas, those items that don’t get a check get carried over to the next day!)

Maguire: It is always one of three things. First, regional calls—while I lead a global team, it is important for me to stay connected and accessible to all regions because understanding how regional trends, retail, and logistics affect our global direction, and vice versa, is key. To that end, I’ve blocked a couple of mornings during the week to lead or join key team calls across all the regions.

Next, planning for the day—I will revisit my action list for the day (that I draft the evening before), and cross check that with most recent emails and the meeting schedule so I can ensure I am prepped and organized for the day ahead, and that I have all information or deliverables for the day’s key meetings. Doing this before the day kicks in ensures that I optimize my day and minimize last-minute stress. Last, take 20 to 30 minutes out to read and review articles of interest, such as WGSN, industry news, trade publications, etc. This time out in the morning is

crucial for me to charge my creative batteries and allows me to inform decisions, or “join dots,” later in the day or week. Taking this time early in the day gives me the space and peace to absorb information before the day kicks in.

What is your favorite productivity tip?

Bellchambers: Don’t procrastinate! Start on the hard tasks and get them out of the way, the rest will then fall into place.

Luther: Meditate for 10 minutes during the day. It helps clear the mind, focus, and de-stress.

Maguire: Think seriously about your inclusion, whether it’s participation in meetings, attending calls, replying to emails. Ask yourself the question: “What would happen if I didn’t join or didn’t reply?” We can all be guilty of perpetuating emails by pressing that ”reply all” button.

The other thing to consider is whether or not someone else on your team would benefit from the experience and exposure of participation in some of the meetings and calls more than you.

What advice would you offer women wishing to break into the licensing industry?

Bellchambers: Back yourself and know the detail. If you can do this, you will set yourself up for success. Make sure you ask a lot of questions so you understand your work inside and out—a trait that will make you very valuable to your employer.

Luther: The 4 P’s: passion, perseverance, patience, and positivity. Find your passion, whether it is sports, fashion, entertainment, or music. Identify your unique skill set.

Have exploratory meetings. For your interviews, do your homework on the brand and organization you are interested in. Work hard, have a positive energy, be a team player, show results, and prove that you are special.

Maguire: I’d offer the same advice to women joining any industry, and probably any man: Be authentic, show integrity in all you do, and don’t limit yourself.

••••

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