Hot Properties

Toy World Takes a look at the very latest properties that are currently taking the licensed sector by storm.

Sony Pictures Television Creature Cases/Octonauts

sales_sonypicturestelevision-kids@spe.sony.com

SPT – Kids is accelerating licensing plans for its popular animal detective series, The Creature Cases, following the announcement that leading toy manufacturer, PMI, has recently been appointed global master toy partner, with the brand’s first toy line poised to launch globally at retail from 2024.

Season 3 of The Creature Cases landed on Netflix on 22nd May and skyrocketed into the top three kids shows in the US, UK, France and other key global markets among kids aged 4-7 and parents alike, both gravitating towards its fast-paced, dynamic narratives and educational messaging. A partnership with streaming platform Tencent Video extended the show’s global broadcast footprint to China. With new live shows launching and a pipeline of brand-new content currently in production and slated for release in 2024, SPT – Kids is now seeking additional partnerships in categories including apparel, homewares and back-toschool to bolster its growing CP programme.

Octonauts Above & Beyond continues to deliver ongoing success across its consumer products programme, spearheaded by master toy partner and market leader Moose Toys, which has recently launched the brand-new Gup K toy and will unveil new products for Q4 2023. Live events remain a key focus for the licensing programme which has seen them deliver growth, including a global partnership with Sea Life, Merlin Entertainment plus exciting new activations to be announced later this year. UK partners include Hachette Children’s Books for publishing, Blues Clothing Group for kids’ daywear and nightwear and RJ Bags for accessories.

Octonauts: Above & Beyond is the latest chapter in the Octonauts universe with educational and actionpacked episodes featuring beloved characters Barnacles, Kwazii and Peso as they take to land to respond to new dangers across our ever-changing planet. The series is set to make its debut on linear channels including Australia (ABC), Germany (Super RTL) and the UK (CBeebies) from autumn 2023. Octonauts’ success on YouTube continues with more than 2.8m combined subscribers and performance across all channels up 17% vs 2022 driven by English, Portuguese and Arabic channels. SPT – Kids is continuing to extend the Octonauts fandom internationally, with a Polish language channel which launched in August 2023.

Toikido Piñata Smashlings

www.toikido.co.uk • contact@toikido.com

Toikido’s much anticipated Piñata Smashlings IP, an exciting new game set in the immersive, virtual world of Roblox, has arrived and is already smashing expectations.

Having achieved over a 1m plays during the first month of its release, as well as an astonishing 6m views of its trailer, a highly engaged and active community of players have been excitedly exploring the Piñataverse, a beautiful but mysterious world populated by a range of colourful, collectible characters called Smashlings.

Toikido is working with PMI Kids, a global leader in trending children’s merchandise, as its master toy partner. The company is also working with renowned toy industry distributor Character Options, which, with Toikido’s support, has put together one of the biggest pre-roll campaigns in its history to promote the toys.

The Piñata Smashlings toy range launched across the UK in Smyths and The Entertainer last month and covers everything from detailed collectibles and action figures to plush. In the US, Walmart has included the Piñata Smashlings Plushies in its highly anticipated 2023 Top Toys List, which sets out this season’s coolest toys.

All toys and collectibles include digital codes redeemable within the Roblox game. This gives players the chance to augment their experience by connecting the offline physical and online digital in truly immersive play.

The dedicated marketing strategy for the brand is designed to build global awareness with kids aged 6-12 by generating a range of activities including store takeovers and unique POS materials throughout the rest of the year and into 2024. Piñata Smashlings is also supported by dedicated media and social media activities including the backing of highly popular and influential content creators, such as Sean Does Magic, to escalate awareness and excitement around the brand each month.

The foundations for the success of Piñata Smashlings have already been well established prior to launch. Many leading entertainment and publishing companies having partnered with Toikido to promote its IP, and award-winning children’s publisher Redan is on board to produce the Piñata Smashlings magazine.

In November, Penguin Publishing Group, one of the world’s esteemed trade book publishers, will launch its official Piñata Smashlings Collector’s Guide just in time for Christmas, having secured a three-year licence covering worldwide rights and all languages. The fun carries on into winter season as Piñata Smashlings makes a bid for the Christmas No. 1 spot with the release of a festive music single that will be followed by an entire Piñataverse inspired album in 2024.

Next year will also see famed animation studio Nelvana launch a 52-episode screen adaptation of the Piñataverse in the second quarter. This is tipped to be a global sensation, transforming the Piñata Smashlings brand into a truly immersive IP which will see demand for ancillary products increase even further. Toikido welcomes approaches from companies looking to be part of what it’s calling ‘one of the world’s most exciting and memorable IPs’.

Pudgy Penguins

partnerships@pudgypenguins.io

In a world where pixels meet plushies and where art transforms into heartwarming connections, a phenomenon was born that defies convention and sparks joy on a global scale. With cold feet and warm hearts, the enchanting, icy world of Pudgy Penguins is made up of a huddle of adorable penguins, both big and small, adorned with wizard hats and bowl cuts, and some wielding giant carrots and balloon swords. Driven by community, connection and an unwavering spirit devoted to catalysing change in the realm of intellectual property, Pudgy Penguins is on a mission to democratise IP ownership.

What started as a digital collectible project in 2021, featuring 8,888 computer-generated images of penguins, has grown to become an all-encompassing brand that touches the lives of millions. A significant milestone for Pudgy Penguins was its debut at the Las Vegas Licensing Expo, where the brand seized invaluable networking opportunities by showcasing the IP’s potential to a wide audience of industry professionals. The collaborations and partnerships sparked at the expo further proves Pudgy Penguins' status as a rising star in the licensing world.

In just two short years since the brand’s inception, Pudgy Penguins has achieved impressive milestones. A shining example of community-building is the brand’s Giphy account, amassing an astounding 6.5b views with only 5,000 GIFs uploaded. These adorable penguin GIFs and memes have become a universal language of expression, connecting people worldwide - even those who hadn't heard of the brand before.

The charm extends to social media, with Pudgy Penguins emerging as one of the most beloved brands on Instagram, boasting 800,000 followers and videos with more than 170m views (two hitting an impressive 40m views each). On TikTok, the follower count is steadily rising upwards of 160,000. Audiences from all corners of the globe resonate with these endearing animations and beloved characters.

Licensed action figures, plush toys and collectibles from PMI Kids’ World have earned Toy Insider’s Top Summer Toy of 2023 award and achieved three consecutive limited collectible sellouts in under 10 seconds. Pudgy Penguins toys have even soared to the top of Amazon's best-seller lists in three categories during their launch week: Toys & Games, Stuffed Animals & Toys, and Play Figure Playsets.

Every physical toy product comes with a Forever Friend Adoption Certificate, unlocking a unique trait box on PudgyWorld.com. This modern-day Club Penguin, with a toy-to-life mechanic, allows people to personalise their online penguins and meet, connect and play with friends. At the heart of Pudgy Penguins is a mission to inspire connections, forging bonds across the world and creating a unique ecosystem where innovation and creativity thrive.

Pudgy Penguins has also ventured into the world of high-end collectibles with remarkable success. Each limited-edition, meticulously crafted figurine has been met with fervent demand. The Shark Suit, Banana Penguin and Left-Facing Penguin collectibles sold out in mere seconds. These launches have broadened Pudgy Penguins' reach, making them an influential player in the collectibles market.

Recognition and partnerships continue to grow. With WME (William Morris Endeavor) as its official talent agency, Pudgy Penguins is exploring new horizons through film, TV and gaming. The recent $9m seed round, led by 1kx, reflects the faith in Pudgy Penguins' vision and potential, propelling the brand to greater heights.

Pudgy Penguins' impact has grown beyond digital collectibles: it extends to people gathering all over the world because of their love for the brand. Communities have formed in Singapore, Malaysia, New York, Vietnam, Dubai, the Philippines, Korea, Canada and Europe. The brand's commitment to community engagement is rooted in the belief that collective minds foster the best ideas.

The brand and its characters are a reminder that we all have a little 'pudgy' in us, and that through imagination, creativity and connection, everyone can radiate joy around them. Pudgy Penguins envisions a future with new characters, engaging content and imaginative brands that spread messages of positivity and wholesomeness, leaving an indelible mark on both digital and physical worlds.

The journey has only just begun. From a digital collectible to a global phenomenon, Pudgy Penguins reflects the power of creativity, community and democratisation of IP ownership. With a worldwide audience, $9m in seed funding and cultivated fervent communities worldwide, Pudgy Penguins is redefining what it means to be a brand, revealing that there’s magic in inclusivity, shared ownership and the transformative power of creativity and community. Pudgy Penguins isn't just a brand: it's a heartwarming global huddle that radiates joy through imagination and connection, one waddle at a time.