4 minute read
From the Editor
Licensed toys and games continued to outperform the wider marketplace: according to Circana, licences accounted for 31% of August’s total toy sales YTD and are up +4% YOY, while the overall toy market is -4% down.
The category is being driven by a combination of factors, not least the emergence of enormously popular new properties on streaming platforms and blockbuster motion pictures that have sent consumers flocking first to the cinema, and then to the toy shop. We’re seeing a raft of licensed product arrive for the Netflix smash hit Wednesday from licensees including Posh Paws, Rubies and Wow! Stuff, while Universal DreamWorks is celebrating the success of Gabby’s Dollhouse and that of its licensees, including master toy partner Spin Master and Dreamtex, the latter of which has enjoyed huge sales of its licensed bedding ranges. The release of the Teenage Mutant Ninja Turtles movie, Mutant Mayhem, has also been a boon for retailers stocking Playmate’s range of action figures (available through Character Options) and collectibles from Funrise.
Of course, it would be remiss not to mention Barbie. Mattel and Warner Bros. Barbie movie, directed by Greta Gerwig and starring Margot Robbie and Ryan Gosling, smashed box office records and created vast opportunities for retailers and licensees across the world. Readers can find out more about Mattel’s plans for Barbie in Toy World’s dedicated Mattel supplement, which accompanies this issue.
We’re also seeing a continued influx of new anime ranges to the marketplace, fuelled by the ongoing stream of new content and soaring demand from consumers. The live-action One Piece adaptation has just landed on Netflix, which will doubtless attract a whole new audience to the category, with licensees including Bandai, Posh Paws and Mighty Jaxx poised to cater to renewed interest in the property with their plush and collectibles ranges.
From one type of screen to another, gaming is also enjoying a banner year for licensed consumer products. The launch of Toikido’s new Pinata Smashlings Roblox game has been bolstered by vast array of consumer products, encompassing everything from toys and collectibles (PMI Kids’ World) to apparel. Click Distribution is also seeing very strong sales of toys based on other Roblox games such as Blox Fruit and Pet Simulator.
There have been a number of major anniversaries this year, including Disney100marked with a raft of product from licensees including Just Play, Asmodee, Cartamundi, Jazwares and Craft Buddy - Jurassic Park’s 30th anniversary, and Beano’s 85th anniversary. The celebrations are set to continue in earnest in 2024, with anniversaries for Angry Birds (15th), Minecraft (15th), Peppa Pig (20th), Transformers (40th), Teenage Mutant Ninja Turtles (40th) and Dungeons & Dragons (50th). Stay tuned for more info on how the companies behind these properties are planning to celebrate the landmark achievements next year.
2024 faces disruption too, in the form of the Hollywood writer and actor strikes. Some industry insiders have suggested the strikes could impact the licensed toy sector, while others think they may result in renewed development of animated content, thereby actually creating fresh opportunities for licensees. Time will tell. Check out our Touching Base feature with Brand Licensing Expo exhibitors for additional commentary on the challenges and opportunities coming down the line in the months ahead.
For now, though – and as you will see in the following pages – the sector remains buoyant, forward-looking and committed to providing the very in best toys, games and content, as well as experiences and retail activations: take a look at our feature on Warner Bros.’ 2023 Back to Hogwarts event for an example of how brand owners are going above and beyond to create that licensing magic. There’s plenty to discover in this issue, so please do read on and enjoy. (And see you all at BLE!)
