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Innovative Toy & Game Releases for 2021

During a ‘normal’ year, the toy industry would be showcasing its new innovations and signings around the globe – but as we all know, this has not been a normal year. However, toys and games have proved incredibly resilient during the worldwide pandemic, with exciting news, new deals and creative partnerships exemplifying the fact that play has never been as important. Here, we bring you a snapshot of some of the diverse and exciting products that look set to be popular this year.

This year, Spin Master is launching a new range of Batman 12-inch Action Figures, including the Caped Crusader himself, Robin, The Joker, Nightwing, The Riddler and more. Each action figure features 11 points of articulation and detailed comic styling that brings everyone’s favourite Gotham City characters to life. With many to add to the collection, children can let their imagination run wild whilst acting out epic storylines and battles. The new Batman toys will be supported by TV advertising throughout Spring and through a creative, influencer-led PR campaign. Following the success of PAW Patrol’s Dino Rescue range, the popular preschool brand is launching its Moto Pups line in 2021 with new themed outfits and deluxe vehicles for all 6 pups. The unique motorcycles feature authentic graphics and details, large wheels and a pull-back function that allows the pups to perform wheelies and pawsome stunts. The highlight from the range is the Moto Pups HQ Playset which features exciting sounds, a motorcycle launch ramp and looks just like the PAW Patrol’s actionpacked headquarters from the show.

Nick Jr’s PAW Patrol Moto Pups hit screens in March alongside TV advertising, digital support and an influencer-led PR campaign to promote the new range of toys. On top of this, and following its popularity in 2020, PAW Patrol Dino Rescue will be getting another push this year with TV advertising and digital support throughout Spring.

Moose Toys has some exciting toys lined up for this year. One of the priority releases from the company is Bluey’s Caravan Adventures, inspired by the “Camping” episode where Bluey meets a new friend Jean Luc, the playset includes an exclusive Jean Luc figure, firepit and food accessories.

Aimed at 3-5 year olds, this will be available from August. A Bluey pool hits retailers in the first half of the year, as well as plush, figurines, and a Bluey Hopscotch Race Card Game set for August. Moose will also be releasing Heroes of Goo Jit Zu DC – Hero Pack; Heroes of Goo Jit Zu DC Mini; Kindi Kids Big Sisters and Kindi Kids Bubble N’ Sing Poppi Pearl and Bonnie Bubbles. Moose also has a wide campaign around Space Jam with much product to debut this year, including Space Jam: A New Legacy Mini Figures and Space Jam: A New Legacy Gametime Playset. The highly-anticipated movie Space Jam: A New Legacy will release this summer.

Emma Lawrence Designs has announced a new local licensee in the baby toy world. When LeBorne Ltd were searching for an illustrator to create a new range of woodland themed products for babies and young children, they not only found someone with a similar ethos and passion for nature, but

they were local too. Emma Lawrence’s cute, fresh and friendly drawings of deer, badgers, squirrels and hedgehogs were perfect to bring their collaboration to life. Both based in Shropshire, the beautiful countryside provides much inspiration for Emma’s distinctive hand drawn designs. The project started last March and despite the current situation, the first 2 products in the Woodland Sensory Company range have recently been launched. Emma has designed a Fox Hand Puppet. The fox has already been used in a successful launch campaign for iCandy UK and been well received. Great for peekaboo, exploring texture, hiding toys for problem solving or for comfort and security, the soothing and warm colour palette and detailed illustrations encourage and stimulate an early interest in nature. LeBorne Ltd were delighted that Emma was able to design the logo for their sub brand and packaging which features another coordinating woodland pattern. Working with an illustrator who offers bespoke design as well as licensing existing artwork means that a complete brand can be developed which really stands out. Emma Lawrence is represented by MHG Licensing.

Epic Story Media Inc. (ESM) and Milkcow Media have signed a Master Toy deal for Piper’s Pony Tales. Targeted to preschoolers, the series brings the world of ponies to life through kids’ imagination using highly articulated puppets. The series will launch this month on a dedicated YouTube channel with Epic Story Media handling all licensing and merchandising, and global content distribution. ESM has signed Breyer Horses as the Master Toy partner for the project in North America and LATAM and is currently in discussion with other global partners for toy and broadcast placement.

With most families spending more time at home this past year, Little House on the Prairie licensees Cubles and The Queen’s Treasures have been helping parents engage children with toys that provide solid, interactive, year-round play value and a connection to stories about family togetherness, homeschooling, gardening, baking and the joys of a simpler life. Both licensees are now poised to continue that work with new Little House on the Prairie products planned for 2021. “It’s wonderful to see Little House on the Prairie still inspiring licensees and captivating fans with stories of pioneer life set a century and a half ago and to know its themes of family, community, courage, optimism, and perseverance still resonate and are worth celebrating today,” says Carole Postal, President of Spotlight Licensing and Brand Management, the agency appointed by Friendly Family Productions to manage the Little House on the Prairie merchandise licensing program.

Super Impulse announces the outrageous miniature collectible brand, Wacky Packages Minis, based on the classic stickers by iconic trading card company Topps with a new series of mini toys and mini stickers to collect. With Series 2 comes a whole whack of new toys and stickers shamelessly spoofing beloved household brands. There are 82 new minis and stickers to collect, now with 3 levels of rarity: Rare, Really Rare, and Fuggetaboutit Rare.

In preparation for Easter, Dick Bruna’s iconic bunny Miffy has paired up with Australia-based fashion brand Cotton On, and Douglas, one of the oldest and most respected plush companies in the United States, to launch a new line of baby apparel and plush toys, respectively. Both product lines are available online now. No Easter basket should go without a cuddly bunny, and Douglas offers a variety of sizes and styles that bring the iconic designs by Dick Bruna to life. From the classic colors Miffy is renowned for, to new twists on her fashionable outfit, to a meaningful mantra, there is a plush bunny for little trend setters everywhere.