The Toy Universe Magazine — Edition 5

FROM BARD (THE EDITOR) A HISTORY OF THE TOY INDUSTRY

The toy industry is a multi-billion dollar industry that has been around for centuries. The earliest toys were likely made from natural materials, such as sticks, stones, and clay. As civilizations developed, so too did the toy industry. Toys became more sophisticated and were made from a variety of materials, including wood, metal, and plastic.

The toy industry in the United States began in the early 19th century. The first toy factories were established in New York and Philadelphia in the 1820s. These factories produced a variety of toys, including dolls, wooden blocks, and toy soldiers.

The toy industry in the United States grew rapidly in the late 19th and early 20th centuries. This growth was due to a number of factors, including the increasing affluence of American families, the rise of mass production, and the popularity of new toys, such as Teddy bears and Lego.

The toy industry in the United States experienced a decline in the mid-20th century. This decline was due to a number of factors, including the rise of imported toys, the changing demographics of American families, and the economic recession of the 1970s.

Managing Director — Tony Bugg tony@buggsolutions.com.au

Editor & Designer — Matthew Bugg matt@buggsolutions.com.au

The toy industry in the United States has experienced a resurgence in recent years. This resurgence is due to a number of factors, including the increasing popularity of American-made toys, the growth of online retailing, and the rise of new technologies, such as augmented reality and virtual reality.

Today, the toy industry in the United States is a vibrant and dynamic industry. The industry is home to a number of successful toy companies, including Hasbro, Mattel, and Lego. The industry is also supported by a number of government initiatives, such as the U.S. Consumer Product Safety Commission (CPSC).

The toy industry is an important part of the U.S. economy. The industry employs over 200,000 people and generates over $25 billion in revenue each year. The industry also plays an important role in American culture. Toys help children learn and grow, and they provide a source of entertainment and fun for children of all ages.

X-SHOT INSANITY BLASTERS BY ZURU WILL BE AVAILABLE THIS JULY

Zuru have brought their wildest visions of imagination to life and are thrilled to bring the most insane dart blaster you have ever seen — XSHOT Insanity. Stay tuned for what’s ahead and let the insanity begin!

LAUNCHING IN JULY!

DIVISIBLE BY ZERO ARE PROUD TO ANNOUNCE THE ARRIVAL OF CLIXO

Clixo is a modern building block for the 21st century. The light and flexible patented design empowers kids to discover their creative confidence as they play and explore. With just a small number of parts, and without the need for detailed instructions, this STEAM toy is both educational and fun for all ages. The winner of 5 awards so far, Clixo currently is available in 11 different pack and colour sizes. With a range of retail prices from $24.99 to $149.95 there are packs to suit everyone.

LEARN MORE AT WWW.DBZ.COM.AU

NICKELODEON ANNOUNCE DEDICATED PREMIUM FREE-TO-AIR CHANNEL

From Tuesday, 1 August Paramount Australia and New Zealand’s (ANZ) multichannel 10 Shake (Channel 13) will rebrand to the Nickelodeon channel, offering a free, dedicated and premium suite of Nickelodeon content for the first time on free-to-air linear television.

THE NEW CHANNEL LAUNCHES AUGUST 1ST 2023

TOIKIDO PARTNERS WITH BLUEPRINT COLLECTIONS AND DANILO

Toikido has formed a new commercial partnership with Blueprint Collections and Danilo to create an exciting stationary, gifts, bags and greeting cards range for its first ground-breaking IP, Pinata Smashlings.

LEARN MORE AT WWW.TOIKIDO.COM

www.bmsbrands.com.au

BMS BRANDS

FEATURE INTERVIEW WITH JOSH BONELLO SALES DIRECTOR AT BMS BRANDS

Josh, last time we spoke to you there was a lot of positivity around your craft ranges including Play-Doh Air Clay and your wooden jigsaw puzzles. How are things progressing with these ranges?

Play Doh Air Clay has experienced remarkable success in the market. We were pleasantly surprised by the outstanding performance of Play Doh Air Clay Bonanza, despite its higher price point. It continues to rank among the top-selling items in our range. We are incredibly grateful to all our retail partners for their unwavering support of the brand. Looking ahead, we are excited about the next twelve months of growth as we introduce several new product lines within the range.

Our Wooden Jigsaw Puzzles have been a delightful success, maintaining a dominant position in the market. Despite the challenging retail conditions, their sales have continued to rise steadily. Following the release of Series 2, we are now planning to expand the range further by introducing a variety of new designs for Series 3. The Wooden Puzzles have played a significant role in boosting sales within the puzzle category, and we are committed to refining our offerings to keep driving their success.

We also spoke about your expansion into the United Kingdom and New Zealand. What has been happening in these territories?

While we have faced certain challenges along the way, we have also experienced some fortunate moments in the UK with our Construct IT range gaining visibility on the shelves of a few retailers. The journey ahead remains lengthy, but we are actively collaborating with our UK counterpart to ensure we have the right assortment of products and the necessary resources in terms of electronic data interchange (EDI) and web integration. These efforts aim to deliver improved results in the second half of this year.

In New Zealand, we are beginning to see new opportunities emerging in the trade sector. However, it is important to consider that the economic conditions in our neighbouring country have slowed down the process of establishing new vendor agreements. Nevertheless, we have achieved great success with our current ranges and customers who we have onboarded since our launch.

BMS Brands are a relationship-driven business which caters to both the majors and independent retailers. What were the highlights from late 2022 and into the first half of 2023 across the majors and independent retailers?

Late 2022 brought forth numerous significant milestones for us. Our brands, including Air Clay, Construct IT, and

"The Wooden Puzzles have played a significant role in boosting sales within the puzzle category, and we are committed to refining our offerings to keep driving their success."

Puzzle Master, successfully made their way onto the shelves of major retailers just in time for the Christmas season. We were thrilled to witness exceptional sellthrough rates, surpassing our targets and generating a strong lead-up to Christmas.

However, the first half of 2023 presented some uncertainties, primarily due to challenging economic conditions and rising interest rates. Despite the sluggish market conditions, we have remained agile and have focused on developing new ranges to meet the demands of our partners.

We are thrilled to share the exciting news that we have several new craft ranges currently in production. Among them is the highly anticipated Nano Craft range, which has garnered immense popularity on TikTok and social media platforms. Additionally, we are introducing a new line of Plasticine products that will perfectly complement our existing Air Clay range. We have high expectations for these new additions, as they are poised to significantly boost our sales in the latter half of the year.

Our development progress has played a crucial role in our achievements thus far. We take pride in having expanded our Construct IT umbrella to include six distinct brands, and this has strongly resonated with the retail market. Among these, the Build-ables series has garnered an overwhelmingly positive response, driving us to release Series 2 and embark on the development of Series 3. We are fully dedicated to building upon this success and delivering innovative and captivating kits to our valued customers.

In our previous conversation, you mentioned that BMS Brands has been commissioned by a government body to create a kit exclusively for them. Additionally, you indicated that you collaborated with the Imperial War Museum in the UK to develop a Spitfire model. Could you provide more details about these exciting ventures?

Construct IT is a feature product range in your portfolio, how are things progressing with these products?

We are incredibly excited about the direction our brand is taking. Not only are we making great strides with our new kits currently in development, but we are also experiencing significant breakthroughs in the mass market. We have secured a major retailer who will be launching Construct IT in September, and we will provide further details upon the official launch. This marks a significant milestone as it is the first time we are witnessing such widespread acceptance and availability of a variety of kits in the domestic market.

We are extremely proud to have been granted the opportunity by Transport Heritage NSW to develop the 3801 Steam Engine. This remarkable creation has garnered immense popularity among train enthusiasts, and we have had the pleasure of working alongside THNSW, who have been exceptional partners throughout the process. We have now made the engine available to the general trade, and the initial results have been quite promising. With its seamless integration into our Mega Set Construct It range, it serves as an excellent choice for a Christmas gift.

Similarly, we recently launched the Spitfire model here in Australia, and the response has been incredibly satisfying. Given the Spitfire's historical significance and large following, we anticipate favourable outcomes in all markets, particularly in the UK, which is the aircraft's birthplace. We are excited about the prospects and confident in the positive results that lie ahead.

On the domestic Front we are delighted to share the exciting news of the upcoming launch of our brand new BMS Brands website. This revamped website will serve as a comprehensive platform to showcase our wide range of products and seamlessly integrate with our backend systems. Recognizing that our previous website fell short of expectations, we have dedicated efforts to ensure that the new website offers improved accessibility and provides our customers with greater details and information.

How has the reaction been towards your ABC “The Deep” lenticular puzzles?

We have been diligently working to gain traction for our license in Australia, particularly considering the slower uptake of jigsaw puzzles this year. It has required additional effort to secure shelf space, but we have successfully obtained commitments from several retailers for the second half of the year. Moreover, we have finalized agreements with two key retailers to promote our products online, supported by marketing initiatives backed by ABC.

Finally, what is on the horizon for the second half of 2023 for BMS Brands?

The second half of 2023 holds another remarkable milestone for us as we prepare to exhibit at the prestigious NY Toy Fair in late September. After careful deliberation and strategic planning, we have decided to focus on expanding our business and introducing our brands to the US market. Although we initially considered this as a long-term plan, we recognize the immense value and opportunities that the US market presents. In alignment with this endeavour, we are excited to announce that we will be establishing a showroom in LA and warehouse later this year.

Additionally, we are thrilled to announce that a number of new ranges will start hitting the shelves from this August onwards. To stay updated and informed about these exciting developments, we encourage you to sign up on our new website. By doing so, you will receive timely updates and be among the first to explore our latest offerings. We are eagerly looking forward to enhancing your experience through our new website and the introduction of our new product ranges.

For further information please contact us and we will be happy to send a catalogue for review.

CONTACT US

Email: sales@bmsbrands.com.au

Phone: (02) 9634 7224

Website: www.bmsbrands.com.au

BY ALICE SANDERSON — EXECUTIVE MANAGER www.austoy.com.au

AUSTRALIAN TOY ASSOCIATION

INTRODUCING THE 2023 SYDNEY MID-YEAR PREVIEW EVENT

The Australian Toy Association would like to welcome our members and attendees to the 2023 Sydney Mid-Year event. This years’ fair is a sell-out again and we have so many great ATA members exhibiting their products in the main ballroom, Steeds, the boardrooms and on the mezzanine. We hope you check out each and every one of them to find out what to stock your shelves with leading up to the Christmas period.

This annual event has been running since 2017 and it provides an opportunity for our exhibitors to show product that may not have been available at the Melbourne fair as well as offer buyers an opportunity to place orders for the end of the year.

This year we have just under 40 members exhibiting with 100’s of products on show over the two days. These include plush, games, arts & crafts, STEM, dolls, educational items and so much more.

On Wednesday night we have the industry function being held at Sahra by the River and this provides an opportunity to come network with the industry. All are welcome so if you haven’t purchased your tickets yet, there may still be time.

This year we have just under 40 members exhibiting with 100’s of products on show over the two days. These include plush, games, arts & crafts, STEM, dolls, educational items and so much more.

Alice Sanderson

We are also running a raffle to raise funds for the Australian Toy Association Charity Foundation (ATACF) which provides support for children from low socio-economic backgrounds with their educational and mobility needs. So bring some pocket money along for a chance to have an adventure with the $1,000 Red Balloon voucher prize.

The ATACF, previously the Toy Charity Foundation, has provided over $30,000 in funding for therapy and sensory items for children with cerebral palsy, ADHD and ASD, laptops for home schooling during COVID, and we also helped fund programs assisting children with their learning through creative arts and STEM based education.

We thank our media partner Bugg Media for helping us to promote the event and we look forward to running another successful Sydney Mid-Year show on behalf of our members and the industry.

MOOSE TOYS

MOOSE TOYS’ BRINGS REAL MAGIC TO THE DOLL AISLE WITH MAGIC MIXIES PIXLINGS

Moose Toys, continues to showcase its signature innovation, expanding the universe of Magic Mixies, for the first time with Magic Mixies Pixlings.

The Pixlings are a trio of dolls that kids magically create inside a potion bottle. Kids will be mesmerized as they use magical ingredients to create their very own Pixling doll inside the potion bottle. To the empty bottle they will add: distilled water, colorful elixirs and special ingredients before saying the magic words “Magicus Mixus” as they turn and push down on the crystal gem topper. The colorful potion turns transparent and the Pixling inside is revealed and ready for playtime fun.

Emerging fully dry — like magic — is Marena the Mermaid, Deerlee the Deer or Unia the Unicorn. The six-inch fully posable dolls have extra soft hair and are fashionably dressed with interchangeable accessories to “mix” and match. These enchanting dolls are sure to cast a spell and bring hours of imaginative playtime.

The Magic Mixies brand first launched in fall 2021 with the global holiday hit Magic Mixies Magic Cauldron, followed by the Magic Mixies Magical Crystal Ball in fall 2022, with both toys winning back-to-back Creative Toy of the Year awards from the Toy Association. According to Circana (formerly the NPD Group), during the 2022 holiday season, Magic Mixies Magical Crystal Ball and Magic Mixies Magic Cauldron were the #1 and #3 top selling items in the Special Feature Plush category in the USA.

Pixlings will be $35 and will be available from all major retailers from the 14th of July.

“We are so proud to once again deliver a product that puts real magic in the hands of children around the world.

When Magic Mixies launched, it revealed a whole new way to play, and as the brand continues to evolve, it is incredible

to see it continue to deliver that magical experience over and over again.”

Belinda Gruebner, CMO at Moose Toys

www.lego.com

LEGO® DREAMZzz™

The LEGO Group brings to life the limitless creative power of children’s dreams in its new theme, LEGO® DREAMZzz™

Step into the dream world with LEGO® DREAMZzz™, the first theme from the LEGO Group to be truly inspired by the way children dream, after research finds two in three children globally say dreaming helps them be more creative.

LEGO® DREAMZzz™ launched worldwide on May 15th, with new content episodes airing globally, and more exciting episodes and products to follow in August.

“It's really exciting to bring to market our first home grown IP launch since Ninjago 2011 which we all know was incredibly successful. This time around with the brand new launch of LEGO® DREAMZzz™ we have taken elements of what made Ninjago great, such as content and humour but elevated it to the next level through utilising children’s dreams, allowing kids to build anything their imagination can conjure in a theme which has true unisex appeal.”

Troy Taylor Vice President and General Manager ANZ

The LEGO® DREAMZzz™ series follows the adventures of school friends, Mateo, Izzie, Cooper, Logan and Zoey, as they join a secret agency and learn to use the power of imagination to journey into the Dream World — and learn to defeat the tyrannical Nightmare King!

LEGO® DREAMZzz™ launched with 10 episodes on May 15th and will be accompanied by a brand-new product range and further episodes from August 2023.

LEGO® DREAMZzz™ series is available to watch now on the LEGO YouTube channel. In Australia, it is also available to watch on Netflix, Amazon Prime, Nine and Cartoon Network.

THE FUTURE OF COLLECTIBLES IS MINIX!

www.vrdistribtion.com.au

VR DISTRIBUTION

THE FUTURE OF COLLECTIBLES IS MINIX!

Looking for the next generation of collectible figures? Look no further than MINIX, the next evolutionary step in collectible figures.

This new and exclusive range of figures offers entertainment, enchantment, and a challenge by immersing you in the world you love most, whether it's Wednesday, Stranger Things, The Witcher, Anime, Football, or any of our other expanding universes.

Crafted from premium materials, MINIX figures are both durable and safe for individuals of all ages. Each MINIX figure undergoes strict quality and safety checks before being made available for purchase, ensuring that customers receive only the highest quality products.

OVER 1 MILLION UNITS SOLD GLOBALLY!

With new licenses added every day and Wave 3 and 4 set to arrive in July and August and new licences to be announced, MINIX collectibles offer endless opportunities for a new and modern market.

MINIX figures are available in numbered sets, 12 cm sizes, and cutting-edge window boxes — perfect for display. We also offer select figures in 7 cm sizes, available in hang tag, keyring, and box formats, as well as 5 packs.

The selection includes a broad range of categories, such as TV series, cinema, football, anime, special characters, and music, ensuring there is something for everyone. These hyperstylized sculptures are immediately recognisable and make sure no details are left behind!

Wave 1 and 2 of these ultra-cool, collectible vinyl figures are available now exclusively at VR Distribution and it’s taking off! MINIX has a global team with a coordinated local and international marketing plan behind it. We’re ready to tell the whole world about MINIX and we want you to be involved too!

Join the MINIX revolution and add to your collection today! Contact VR Distribution at sales@vrdistribution.com.au or head to vrdistribtion.com.au to learn more.

COLUMN STORIES FROM GG'S TOY BOX

BY GRAHAME GRASSBY "...AND

WHAT DO YOU DO?"

STORIES FROM GG'S TOY BOX

"...AND WHAT DO YOU DO?"

A LICENSING PRESENTATION GOES OFF THE TRACKS

In 1994 at the London Licensing Show held at the Royal Lancaster Hotel, Britt Allcroft, the producer of the Thomas the Tank Engine TV series, was launching her new TV series the Magic Adventures of Mumfie.

Britt’s previous TV series, Thomas the Tank Engine and Friends, was a huge global hit so there was a lot of interest in her next TV show.

The Australian Licensing Agent for Britt Allcroft Productions, Fred Gaffney, had organised for Britt to present Mumfie to potential ANZ licensees who had gathered at the designated time in front of The Britt Allcroft Company stand awaiting her presentation.

Unfortunately there was a breakdown in communications between The Britt Allcroft Company and Gaffney International Licensing. Neither company had arranged for a venue or audio-visual equipment for Britt’s presentation, which was going to be a problem as Britt Allcroft was not known for her good humour when untoward things like this happened.

To solve the problem and on the spot, Fred Gaffney decided to hold the presentation at his hotel instead of at the Royal Lancaster Hotel and advised the gathered group of around twenty people to make a 15-minute walk down Bayswater Road to the White’s Hotel.

The group set off on foot for White’s Hotel, including a none-too-happy Britt Allcroft, and on the way, Peter Sitch from Bonds

Underwear Australia casually turned to Britt and asked “Hi I’m Peter from Bonds Underwear and what do you do?

And then it went from bad to worse...

At White’s Hotel, the Gaffney staff were advised that the only video cassette player in the hotel was already lent out to another guest; however, with his power of persuasion and I suspect a sizable back-hander to the concierge, Fred Gaffney convinced hotel management to give him access to the room of the guest with the video player, to hold the Mumfie presentation.

So there we all were, in another guest’s hotel room, with that guest’s stuff spread all around, and finally when the Gaffney girls managed to get the video player to play, it starts showing a porno video that the guest must have been watching.

Take it away Britt — the floor is all yours... Tell us all about Britt Allcroft’s Magic Adventures of Mumfie!

Written by Grahame Grassby

EXQUISITE 3D CAR EMBLEMS

WE AUSTRALIANS LOVE OUR SUPERHEROES

Especially classic superheroes like The Batman and The Flash. Fans are always keen for new ways to celebrate them.

WE ALSO LOVE OUR CARS

Australia has around 21 million registered vehicles and most of them are passenger vehicles. That means most of your customers drive, and lots of them are DC fans.

FAN EMBLEMS ARE DESIGNED TO SUIT ALL VEHICLES

But fans stick them to all sorts of things - laptops, tablet covers, gaming consoles, toolboxes, wheel toys, luggage, furniture, windows, doors, glass, metal, etc.

AVAILABLE IN VARIOUS PRICE POINTS

They’re great impulse buys, ideal for counter displays.

PROUDLY AUSTRALIAN MADE AND OWNED

A popular gift and souvenir idea. They’re lightweight and compact, perfect for mailing.

AFL FAN EMBLEMS SELL EVERYWHERE

If your customers drive, stock DC Fan Emblems.

www.fanemblems.com

Few sports have a history as unique, rich and colourful as Australian Football. The fans identify with the heritage of the game. It is the history and its roots which fuels their passion.

RETRO LOGO DECAL

AUSTRALIANS SURE DO LOVE AUSSIE RULES

Over 8.9 million people support an AFL club, an astounding 35% of our entire population.

(Roy Morgan research July 26, 2022)

WE ALSO LOVE OUR CARS

Australia has around 21 million registered vehicles

Most of them are passenger vehicles. That means most of your customers drive, and over a third of them are AFL fans.

FAN EMBLEMS ARE DESIGNED TO SUIT ALL VEHICLES

But fans stick them to all sorts of things - laptops, tablet covers, gaming consoles, toolboxes, wheel toys, luggage, furniture, windows, doors, glass, metal, etc.

AVAILABLE IN VARIOUS PRICE POINTS

They’re great impulse buys, ideal for counter displays.

PROUDLY AUSTRALIAN MADE AND OWNED

A popular gift and souvenir idea. They’re lightweight and compact, perfect for mailing.

AFL FAN EMBLEMS SELL EVERYWHERE

If your customers drive, stock AFL Fan Emblems.

www.fanemblems.com

PEEL-N-STICK TO CARS, CARAVANS, BOATS, LAPTOPS, MOST SMOOTH SURFACES

THE POWER OF LICENSING

HOW TO BOOST SALES QUICKLY ON KIDS’ PRODUCTS

THE POWER OF LICENSING

HOW TO BOOST SALES QUICKLY ON KIDS’ PRODUCTS

The BrandTrends Group unveils some major findings from its most recent research, and some key facts can be extracted on how to boost sales quickly.

In the highly competitive world of consumer products for children, licensing of entertainment brands has emerged as a powerful strategy to drive sales and capture the attention of young consumers.

HOW TO BOOST SALES QUICKLY

There are numerous strategies available on how to boost sales quickly and capture the attention of potential customers. From implementing limited-time promotions to leveraging upselling and cross- selling techniques, social media marketing, collaborating with partners and influencers, one highly effective method stands out: incorporating well-known entertainment characters into your products. This strategy holds particular appeal for children, making it a powerful tool for driving sales.

By featuring popular and favorite characters, you tap into the strong emotional connection children have with these familiar figures. This association can instantly capture their attention and pique their interest, increasing the likelihood of a purchase. Whether it's a toy, clothing, or any other merchandise adorned with a popular character, children are often drawn to them like magnets.

The presence of a well-known entertainment character not only attracts kids but also appeals to their parents or caregivers. Many parents are familiar with these characters through movies, TV shows, or books, and they understand the joy and excitement they can bring to their children. Consequently, they are more likely to view products featuring these characters as a desirable and worthwhile investment, leading to increased sales.

Additionally, leveraging well-known entertainment characters can enhance brand recognition and visibility. Characters that are already established in popular culture come with built-in fan bases and dedicated followings. By aligning your products with these characters, you tap into the existing fan base and benefit from their enthusiasm and loyalty. This can lead to greater exposure for your brand, as fans of the character become aware of and interested in your offerings.

But the key question is: does it work? And if so, the follow up question is by how much?

According to a recent survey conducted by our company, BrandTrends Group, in December 2022, it was revealed that an overwhelming 67% of parents globally would choose a product featuring a well-known character or entertainment brand over another product of equivalent quality, packaging, characteristics, and price.

PREFERRED ACROSS ALL CATEGORIES

The influence of licensed products extends across a wide range of product categories, making them highly sought after by both children and their parents. From toys and games to stationary, clothing to food and drinks, and even personal care products, licensed merchandise consistently outperforms generic alternatives. The survey results indicate that 73% of respondents prioritize licensed toys and games, followed by clothing (71%), food and drinks (67%), stationery (59%), and even kids' meals at fast-food restaurants (66%). This overwhelming preference for licensed products underscores their market dominance and highlights the crucial role they play in shaping consumer choices.

As children grow older, their interest in licensed merchandise remains extremely robust, but gradually wanes versus as they were younger. Indeed, they become more drawn to direct corporate brands in various sectors, such as fashion (Nike, Adidas, Lacoste ...), cosmetics, and electronics (Apple, Samsung ...), and therefore a go a little bit the Entertainment licensed products. This natural shift in preferences highlights the need for continuous adaptation and innovation within the licensing industry to maintain engagement with older age groups.

CAPTIVATING ALL AUDIENCES, WITH A STRENGTH ON THE YOUNGER ONES

Licensed products possess a universal appeal that transcends age groups, captivating the hearts and minds of children across the spectrum. However, the survey data reveals that younger children, particularly those aged 3 to 6, exhibit a stronger attraction towards licensed products, with an impressive 72% expressing interest in them.

THE INFLUENCE OF HOUSEHOLD INCOME

While licensed products hold immense appeal for children across different income levels, the research findings demonstrate a notable correlation between household income and the propensity to purchase licensed merchandise.

The survey reveals that 61% of respondents from the lowest income quintile of households would opt for a licensed product when presented with an equivalent alternative, whereas this percentage jumps to 76% among the highest quintile of incomes. This indicates that even though licensed products enjoy widespread popularity, price

considerations still play a role into consumer decisions and therefore the distribution of these products. As household income increases, the willingness to invest in licensed products becomes more pronounced, emphasizing the economic aspect that influences consumer behavior. The correlation between household income and the propensity to purchase licensed merchandise underscores the economic dimension that factors into consumer decisions.

Furthermore, it is important to highlight that parents often exhibit a greater willingness to make personal sacrifices in order to satisfy their children's aspirations for specific brands, and even more on Entertainment products and on fashion. This further underscores consumers' perception regarding the pricing of licensed products.

THREE KEY FACTORS

To thrive in the highly competitive market of licensed products, licensees must adopt a strategic approach that enables them to capture their target audience's attention, engage them across multiple platforms, and cater to diverse income levels. By focusing on three key factors, licensees can position themselves for success:

1. Dynamic alliances:

Building strong alliances with well-known and popular entertainment brands is essential. Licensees must prioritize collaborations that provide a laser-like focus on their target audience and enhance the overall appeal of their products. Additionally, maintaining high quality standards and creating attractive packaging that effectively showcases the licensed characters or brand will help differentiate their products in the market.

2. Targeted engagement:

Licensees must stay at the forefront of trends and developments to understand the evolving interests and preferences of different age groups. This knowledge, which by the way is provided by BrandTrends Entertainment, can

guide them in creating marketing strategies that specifically resonate with each target segment. Customizing marketing efforts, leveraging digital platforms, and developing interactive and immersive experiences, such as licensed mobile apps, games, and online platforms, will help to effectively engage tech-savvy children and adolescents.

3.

Inclusive value proposition:

Recognizing the influence of income levels on purchasing decisions, licensees should ensure their pricing and benefits are optimized to cater to a wide range of consumers. This can involve implementing tiered pricing structures, forging partnerships with retailers that cater to various income levels, and emphasizing the unique experiences, durability, and added features of licensed products compared to generic alternatives. Communicating any educational or developmental benefits associated with the licensed characters or brands will also contribute to developing a compelling value proposition.

In order to thrive in the ever-evolving market, licensees must demonstrate agility and adaptability, constantly seeking innovative approaches to engage consumers, broaden their product offerings, and harness emerging technologies. By embracing these strategies, licensees can effectively navigate the competitive landscape, seize the attention of their target audience, and generate increased sales in the realm of children's products.

To achieve this, licensees can greatly benefit from the expertise and support of BrandTrends Group. With its wealth of information and insights, BrandTrends Group is well-equipped to assist licensees in developing robust strategies. Through their comprehensive understanding of market trends and consumer preferences, BrandTrends Group can provide valuable guidance in formulating effective marketing approaches, identifying emerging opportunities, and capitalizing on the latest advancements in technology.

www.brandtrends.com