Toy World Mattel supplement October 2018 by TOYWORLD MAGAZINE

licensing.uk@mattel.com

Golden opportunities Toy World spoke to Lisa Weger, head of regional consumer products Europe at Mattel, about the opportunities afforded to licensees by the company’s extensive global brand portfolio, and its aims for 2019. Having taken on the European role this year, how does this territory differ from the other countries that you have worked? I have worked extensively across the US and Latin America, as well as some key Europe markets. The European market is incredibly heterogeneous and the diversity in taste, categories and products is really marked in the licensing space - but this also makes it an exciting and interesting challenge. All the global brands in our portfolio have individual and distinct DNA, so the challenge and opportunity lies in how we use this to tap into each country’s individuality whilst creating a global template.

How does Mattel balance its licensed product portfolio against its own product ranges? We work very closely with our brands to achieve seamless integration, ensuring our consumer product business complements our core business. Having a clear strategy in place outlining where we feel we can stretch the brands, as well as a deep understanding of our consumer, enables us to maximise the CP side while enhancing our core business and brand objectives.

What are the benefits for licensees and retailers in working with Mattel’s brands? We have some of the most well-known and iconic brands in the industry. Our portfolio really represents evergreens, with Hot Wheels celebrating its 50th Anniversary this year, Barbie’s 60th next year and Thomas turning 75 in 2020; these are brands that generations have grown up with and still love. We continue to make sure we’re as relevant to this generation of children as we were to the last, and this is one of many compelling reasons why retailers and licensees trust us to deliver. We have licensing partners that have been with us over 20 years; this shows the strength of our brands. Recognised by consumers the world over, we continue to build the relevance of our brands by reinvigorating them to make sure we keep them current for each generation.

What can you tell us about your plans for the UK and Europe in 2019? The CP team is very much part of the business plan for growth; we want to reinvigorate the core brands franchise potential by building on the success that the toy business is currently seeing, particularly on Barbie and Hot Wheels. Both are enjoying double digit growth, following a strategic long-term plan to reinforce the brands’ core USPs and purpose for parents. Creating more opportunities for children to engage with our brands, whether that’s through fashion, digital or toys, is a key part of building strength in our CP business. We have opportunities that are still very much untapped, so we have lots to look forward to in 2019 and beyond.

What are your key aims for the Mattel portfolio of licences in 2019? We want to be in the top three most requested properties for consumers and retailers. Consumer products can infuse great product innovation into our brands, pushing the boundaries of traditional categories to increase the scale of opportunities. We have the appetite and opportunity to find gateways into new categories, and to create new exciting executions for our brands.

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MEET THE TEAM holly ellis | intern

liz reeve |

JORDAN RONCHETTI Product development Creative- Hardlines

CARTER BROWN

MARTIN BADIA

Creative Intern

Design & Marcoms Creative

Hello text another text here’s some text. Hello text another text here’s some text.Favorite Hello text Doll: Man-bun Ken Favorite Doll: Astronaut Barbie another text here’s some text. Hello text another text here’s some text. Hello text another text here’s some text. Hello text lo text another text another text here’s some text. `

re’s some text. Hello t another text here’s me text. Hello text THOMPSON otherCHLOE text here’s some Product development Creative t.

Favorite Doll: Swan Lake Barbie

Favorite Doll: No. 1 Doll

KIM SAXELBY

SIMON DAWES Creative Operations

Design & Marcoms Creative

Favorite Doll: No. 1 Barbie

Favorite Doll: Rappin Rockin Barbie

holly ellis | intern OLA WRZOSEK

MARISA MORGAN

LUCY GRIFFIN

Product development Creative

Design & Marcoms Creative

Product development Creative

Favorite Doll: Live Action Barbie

Favorite Doll: Fashion Queen Barbie

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Favorite Doll: Ski Fun Barbie

Hello t some t text he anothe

EMMA SUTHERLEY

KATIE FRAME

GEMMA DANIELS

Product development Creative- Softlines

Creative Director

Favorite Doll: Crystal Ken

Favorite Doll: Golden Dreams Barbie

HELEN GENIA Head of Licensing UK & Hardlines Europe

Favorite Doll: Frida Kahlo Doll

MARIBEL LE GELEBART

Licensing Softlines

Favorite Doll: Totally Hair Barbie

HOLLY ELLIS

LIZ REEVE

Licensing Intern

Licensing Hardlines

Favorite Doll: TommyXGigi Barbie

Favorite Doll: Paleontologist Barbie

NAOMI SMITH

TRINITY SMITH

Licensing Publishing

Licensing Hardlines

Favorite Doll: Jackie O Barbie

Favorite Doll: Blossom Beauty Barbie

Favorite Doll: 80â&#x20AC;&#x2122;s Rocker Barbie

CLAUDIA LUCARELLA

GEMMA WITTS

Licensing Publishing

Licensing Retail

Favorite Doll: Superstar Barbie

Favorite Doll: Spanish Barbie

LISA WEGER

Licensing Softlines

Head of Licensing Europe

Favorite Doll: Coco Chanel Barbie

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HOT WHEELS PARTNERS WITH 2016 F1 WORLD CHAMPION NICO ROSBERG TO CELEBRATE 50TH ANNIVERSARY

In 2018, Hot Wheels celebrates its epic 50th Anniversary with an all-new brand campaign Challenge Accepted - celebrating how Hot Wheels ignites and nurtures the challenger spirit that lives within every kid.

Hot Wheels recruited 2016 F1 World Champion Nico Rosberg to act as a global brand ambassador in 2018/19, bringing to life the Hot Wheels challenger spirit through a combination of videos to demonstrate competition, experimentation and creativity, inspiring and igniting endless possibilities with Hot Wheels.

The Nico Rosberg Challenge Accepted programme consists of engaging content that invites advocates to join in the challenge, along with a once-in-alifetime opportunity to be driven by Nico. 2018 also sees the re-launch of Hot Wheels City, which extends imaginative play for younger fans with animal themes and diecast colour-changing elements. In addition, the launch of special edition Zamac Flames and Black and Gold 50th Anniversary cars help commemorate this special year.

Challenge Accepted encourages boys to experiment with the exhilarating world of Hot Wheels, where each track piece connects to unlock a diverse way to play. The campaign continues to build momentum throughout the year with extensive marketing and PR support.

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Bladez Toyz

02392 658 255 | www.bladeztoyz.co.uk

Bladez Toyz has expanded the successful Hot Wheels RC range, moving into STEM toys and establishing itself as a key partner of Mattel. Launching autumn/winter is the Hot Wheels Tile Track Set. The set comes complete with eight jumbo Tile Track Pieces and the Hot Wheels Bonespeeder Motorised Car. With up to 50 track combinations, the set encourages co-ordination, problem solving and creative thinking, as kids use multiple pieces to create their very own race track. This set offers further STEM play for the younger Hot Wheels fans at an entry price point. Spring/summer 2019 sees the introduction of Hot Wheels Car Maker Kitz. Launching with two options at low price points, single car and twin packs, each kit allows children to make their very own high speed pull back cars. Each car is easy to assemble, using durable plastic material, real rubber tyres and 2x high speed pull back motors. No scissors, glue or batteries needed and there are assorted designs to collect.

MV Sports

01217 488 000 | www.mvsports.co.uk

The iconic Hot Wheels is 50 years old this year and MV has a scorching new range for fans to enjoy. The brand is synonymous with speed, power, performance and attitude, which parents recognise when purchasing bikes for their young ones. MV’s new range of bikes, scooters and protective gear combine these brand attributes with iconic Hot Wheels stylised graphics.

Mondo

01706 751 155 | www.mondotoys.com

Mondo’s 2019 Hot Wheels Radio Control range is ready to race! The range is Mondo’s most comprehensive ever, with vehicles starting at entry-level price points and ranging up to premium levels for the hyper-speed buggy cars. Mondo has been perfecting the range to make sure it appeals to Hot Wheels fans and embraces the Challenger Spirit ethos of the brand. The latest addition to the collection is the Dragon Fire and Muscle King range, which brings lights and sounds to these impressive high performance vehicles, while ‘try me’ packaging allows consumers to see all the features of the product at POP.

Also included in the range are the Creatures RCs, including a dragon and shark with special light and movement features. A digital media campaign will support the range launch in early 2019, and will continue throughout the year as new lines are introduced.

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THOMAS & FRIENDS TV SERIES RELAUNCHES The new Thomas & Friends TV series debuted on Channel 5 Milkshake in September, as the worldâ&#x20AC;&#x2122;s most iconic blue engine embarked on a global adventure in the brand-new series Big World! Big Adventures! The revamped show sees Thomas travel farther than ever before, taking kids on a journey of curiosity and wonder around the world. Newly-formatted and fast-paced episodes build on the key themes of discovery, action and adventure, as seen in the preceding feature-length movie special Thomas & Friends: Big World! Big Adventures! The Movie. In the series, Thomas visits China, India and Australia, as well as the familiar Island of Sodor. His newly aligned Steam Team - Percy, James, Gordon, Emily, and new characters Nia and Rebecca - have entertaining encounters with different cultures, international friends and railways. A fresh and energetic theme tune reflects the new content and Steam Team, and, through narrating the story and speaking to the camera himself, Thomas is able to connect more than ever with his globe-trotting audience. As part of the redevelopment of Thomas & Friends content, Mattel collaborated with the United Nations to incorporate Sustainable Development Goals (SDGs) into the new series content. Through a series of workshops held at the UN Headquarters, Thomas & Friends writers and producers worked with UN experts to select five SDGs to be incorporated in the new series, choosing those deemed most appropriate for a pre-school audience, and the most natural fit for the Thomas & Friends brand values, which aim to inspire the next generation of global citizens. Mattel Supplement

AUTHENTIC 3D MOULDED THOMAS FEATURES

AUTHENTIC THOMAS THEME TUNE & SOUNDS

22 PIECE TRACK INCLUDED

SEAT OPENS FOR STORAGE

ENGINE RIDE-ON MY FIRST 6V THOMAS TRAIN RIDE-ON

REALISTIC THOMAS SOUNDS & LIGHTS

RIDE-ON, SCOOTER & TRAILER ALL-IN-ONE

FORWARD & REVERSE GEARS

12V THOMAS RIDE-ON

SINGER, ENTERTAINER AND GUEST STAR PETER ANDRE PLUS CELEBRITY GUESTS WALKED THE BLUE CARPET TO CELEBRATE PREMIERE July 2018 saw the global premiere of Thomas & Friends: Big World! Big Adventures! The Movie at the Vue cinema, Leicester Square. Over 400 fans, including singer, entertainer and guest star Peter Andre, along with celebrity guests JB Gill (singer), Cara Delahoyde and Nathan Massey (reality TV stars) walked the blue carpet to see the world’s most famous blue engine embark on his journey around the globe. The premiere screening introduced fans to the new 80-minute CGanimated special, which showcased at 400 cinemas throughout the UK, starting on 20th July 2018, before it then hit screens around the world. Also part of the cast was multi-talented Kenyan actress and voiceover artist, Yvonne Grundy, who voices protagonist Nia, the first African tank engine to join Thomas & Friends. Nia was specially developed with the help of the UN and experts from the Royal African Society. The brand is undergoing a huge evolution to ensure it remains competitive for today’s audiences and this movie exemplifies this in a wonderful way, with entertaining content that will help children discover and learn about the bigger world with a trusted friend. The new movie also offers the brand several new opportunities across the franchise, from theatrical events to consumer products, as well as a range of exciting new toys. The adventure will continue with the release of the Big World! Big Adventures! DVD, available from 12th November 2018.

THOMAS & FRIENDS RECRUITS NO. 1 FANS TO JOIN TEAM THOMAS With a loyal fanbase, 2018 saw the recruitment of 10 Thomas & Friends superfans to create the exclusive Team Thomas community. Through a social media activation on Facebook, Thomas & Friends launched a competition to find the top little engineers to help with exciting tasks, including reviewing the new product ranges across all toy segments; My First, TrackMaster, Adventures, MINIs and Wooden Railway, and creating fun user-generated content. Over 200 video entries were received by boys and girls of all ages, showcasing their extensive Thomas collections, what makes them Thomas’ biggest fan and why they should be recruited for Team Thomas. The activation increased engagement through the entries, and gave fans the opportunity to be featured on the Thomas & Friends Facebook page.

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The only destination for new and exciting puzzles and games!

TRAIN RACE GAME

memory® GAME

SHAPED FLOOR PUZZLE

Includes new character Rebecca

GIANT FLOOR PUZZLE

www.ravensburger.com/uk Sales Hotline 01869 363800

Amscan International 01908 288500 | www.amscan.co.uk

Amscan has a comprehensive collection of fun partyware and balloons featuring this pre-school favourite. The Thomas All Aboard themed ensemble features a great mix of 24 coordinating party items. From disposable tableware to invitations, candle sets, decorations and favours, the range offers everything needed to create a fantastic Thomas & Friends themed celebration. In addition to the extensive partyware offering, Amscan also has a great range of Thomas & Friends foil balloons, which make a perfect gift and add a finishing touch to party décor.

Ravensburger

01869 363 830 | www.ravensburger.com

Ravensburger’s extensive range of Thomas & Friends puzzles and games has 16 jigsaw puzzles and eight games to choose from. New to the range is a 24-piece Big Adventures Giant Floor Puzzle which features Rebecca from Big World! Big Adventures! The Movie. The completed puzzle measures 70 x 50cm and the large puzzle pieces are ideal for children aged three and up to play with on the floor. A 32-piece Shaped Christmas Giant Floor Puzzle comes complete with a Santa Stop Here door hanger. The festive image features Thomas, Percy and James joining in the Christmas celebrations. A range of Thomas games has been developed specifically for families to play together, and includes classic favourites such as Memory, Dominoes, Snakes and Ladders as well as exclusive games such as Thomas Train Race, Labyrinth and Surprise Slides.

MV Sports

01217 488 000 | www.mvsports.co.uk

Many of MV’s range of Thomas & Friends bikes, ride-ons and scooters incorporate authentic Thomas features including 3D paintwork, moulded wheels and colourful graphics. Kids can steam along on the impressive 12v Thomas Ride, which is over a meter long and boasts an authentic moulded Thomas face and features. It also has forward and reverse gears with a dashboard indicator, two speed settings, lights, and realistic Thomas sounds and sayings, making it the ultimate ride on for any little Thomas fan. MV’s basic range has also had a refresh in colour and design, bringing more steam and action, whilst holding true to the Thomas values of imagination, adventure and team work.

Egmont

020 3220 0400 | www.egmont.co.uk

Egmont is home to a wide variety of Thomas and Friends books, from picture books to novelty titles and now including new characters Rebecca and Nia. Each book features colourful illustrations and engaging text based on the original stories by Rev. W. Awdry. From Thomas and Gordon to Harold the Helicopter, there is a railway adventure to thrill every Thomas fan.

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BRAND NEW BOOKS FOR LITTLE ONES PERFECT FOR THOMAS FANS 2YRS+

JOHN BARROWMAN STARS IN FIREMAN SAM’S LATEST ADVENTURE: FIREMAN SAM: SET FOR ACTION! This October will see everyone’s favourite firefighter, Fireman Sam, in his latest feature-length action adventure. Fireman Sam: Set For Action sees Hollywood come to Pontypandy, as movie mayhem and mishaps cause chaos in the village. After a video of one of his daring rescues goes viral, Fireman Sam is scouted by Hollywood director Don Sledgehammer to be the star of his latest movie. A new character, Hollywood star Flex Dexter - voiced by ScottishAmerican actor John Barrowman MBE - is determined to get the lead role, and will stop at nothing to get it. Talking about his character, John Barrowman says: “I am absolutely delighted to be voicing the character of Flex Dexter in the brand new Fireman Sam: Set For Action movie, and I’m very much looking forward to unleashing the havoc of Hollywood onto Pontypandy in this new feature-length special.” The action-packed film follows a successful 2017 in which Fireman Sam celebrated his 30th Anniversary, with many activations planned to support the upcoming movie including influencer outreach and a Facebook and YouTube campaign. Join in the adventure when the film is released in UK cinemas from Monday 22nd October 2018.

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FIREMAN SAM PARTNERS WITH RSPCA AND SOME FAMOUS FRIENDS FOR DOGS DIE IN HOT CARS CAMPAIGN In July 2018, Fireman Sam lead another heroic campaign, this time to spread the message to children and families that dogs should never be left in a car on a warm day. Partnering with the RSPCA for the Dogs Die in Hot Cars campaign, Fireman Sam also teamed up with celebrities Spencer Matthews and Vogue Williams to raise awareness of the dangers of leaving dogs in cars, caravans, conservatories and outbuildings during periods of potentially dangerous weather. An educational event fronted by Fireman Sam was held at the Phileas Fox Nursery School in West London, joined by Spencer, Vogue, and their own furry friend Winston. Speaking about the campaign, Spencer said: “Our furry friends are relying on us to keep them safe and well in this warm weather we’re experiencing. I am urging everyone to keep their eyes peeled, and if you spot a dog in a car that looks in danger then dial 999 and ask for assistance to help rescue the animal.” The partnership also saw the launch of a new Safety Short video on the Fireman Sam YouTube channel as part of the Fireman Sam Animal Safety Shorts Series, followed by a further three videos aimed at children and families on how to keep their pets safe and well. Vogue Williams added: “I am fully supporting the Fireman Sam campaign to help raise awareness amongst young children about what to do if you see a dog in danger – and that is to dial 999 straight away and to report the animal in distress to the authorities”.

MV Sports

Character Options

01616 339 800 | www.character-online.com This year fans can create their own rescue adventures with Character Options’ new Fireman Sam Pontypandy Fire Station. This portable playset opens up to reveal plenty of features such as a working lift and fireman’s pole, and double doors that open up. There’s a turntable and a vehicle maintenance ramp, as well as a control desk, and the playset has a handy carry handle so kids can take it anywhere. The set includes Fireman Sam and Elvis figures. Also part of classic Fireman Sam action is the wide range of rescue vehicles that ensure budding fire fighters are equipped for every mission. Each has its own function and accessories and include must-haves like Jupiter the Fire Engine, a Mountain Rescue 4x4, a Helicopter, and Neptune the Rescue Boat.

01217 488 000 | www.mvsports.co.uk MV’s Fireman Sam range offers kids the opportunity to get active and become the hero next door with a collection of emergency and rescue themed scooters, bikes and ride-ons. The Light & Sound Rescue Tri-scooter features three sturdy puncture proof tyres, flashing lights on the deck of the scooter and fire engine siren sounds, making it ideal for recreating kids’ favourite Fireman Sam episodes. Also available is the popular 2-in-1 Training Bike, which easily transforms from a pedal bike to a balance bike as the child builds confidence. With puncture proof tyres, plus adjustable handle bars and seat height settings, this is the perfect first bike.

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Amscan International

01908 288500 | www.amscan.co.uk Fireman Sam continues to be a top choice of party theme for children. Amscan’s themed party ensemble features over 20 items including disposable tableware, decorations, favours, balloons and more. The design is colourful and eye-catching to give the setting at a party extra stand out. Amscan’s new Fireman Sam Pull Piñata is a great twist on the classic game, to add extra fun to any celebration.

Fisher-Price acquires new celebrity friends in 2018 Fisher-Price has attracted a new celebrity fanbase in 2018, driving cool-by-association through exciting sponsorships and engaging social posts. Famous friends include the likes of bestselling author, vlogger and mum Giovanna Fletcher, and the Made in Chelsea TV star Binky Felstead. The association with such recognised celebrities not only brings the brand front of mind, but also demonstrates how Fisher-Price is a trusted brand that supports children during those most important first years - from baby gear that makes parentsâ&#x20AC;&#x2122; lives easier, to toys that promote learning and development. Other celebrity endorsement includes The Only Way is Essex TV stars Ferne McCann and Sam Faiers, with a total Instagram following of 4m, plus Hollyoaks stars Jennifer Metcalfe and Kieron Richardson. These well-recognised advocates help to showcase a Fisher-Price product through engaging social media posts shared with their strong following, featuring key products including the Rainforest Deluxe Gym, Roarinâ&#x20AC;&#x2122; Rainforest Jumperoo, and Kick nâ&#x20AC;&#x2122; Play Bouncer.

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Fisher-Price continues partnership with author, vlogger and mum Giovanna Fletcher Following a successful partnership in 2017, Fisher-Price continues to sponsor the highly successful podcast Happy Mum Happy Baby, produced by author, vlogger and mum Giovanna Fletcher. The 11-part series, which launched in April, saw Giovanna interviewing celebrities, TV presenters and influencers including Davina McCall and Ant Middleton about their personal parenting experiences, offering listeners honest and genuine advice. The sponsorship included an exclusive Fisher-Price episode, where Giovanna chatted to Play Expert Amanda Gummer, campaigners from Let Toys Be Toys, and a recognised parent influencer, creating a unique opportunity for the brand to talk to parents about the importance of child development and early learning. The episode reinforced the brandâ&#x20AC;&#x2122;s values of letting kids be kids through play, and allowing them the freedom to discover and develop at their own pace.

Fisher-Price partners with Hauck on new mobility range

Fisher-Price, along with its partner Hauck, continues its beautiful range of pushchairs, car seats and play pens. The range features a car seat, travel system, travel cot, baby carrier and a range of buggies to suit all budgets. Designed in the Fisher-Price stylish patterns designed exclusively by Creative Director Jonathan Adler, the bold, modern designs showcase stylish babygear for both mum and baby which continues to inspire childhood from birth. The collection gives Fisher-Price the opportunity to start a relationship with parents. Hauck has rolled out the range in Germany with Baby One and in France with C-Discount, along with launches throughout EMEA.

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Polly Pocket is back!

First available in 1989, Polly Pocket was the first ever micro-doll and went on to sell over 10m compacts. The new Polly Pocket launched with a refreshed look that nods to the brand’s heritage and surprise factor, with new miniature worlds and compact themes. Often told she is ‘too little’ to do the things she wants to do, Polly Pocket proves that being little isn’t a limitation - it’s her greatest strength. The story goes that in 1982 a father opened a powder compact and imagined how delighted his daughter would be to find a miniature dollhouse complete with a doll inside. Polly Pocket was launched in the UK in 1990, with each small case containing an entire world waiting to be discovered, complete with a one-inch doll in moulded plastic; a world of fun that fitted right in your pocket. Mattel Supplement

Newly re-launched Polly Pocket debuts all new content on POP this September Mattel reintroduces the much-loved retro icon with a brand-new look, along with a new animated series and ethos; that Tiny is Mighty! The new Polly Pocket inspires kids to be adventurous, courageous and tenacious, just like her. The all new series, which launched in September, airs daily on Pop at 4pm weekdays, with weekends bringing kids an exciting double bill airing from 4pm. The series features a brand-new story in the Polly Pocket Universe, as 11 year old Polly Pocket is often told she’s ‘too little’ to do the things she wants to do. But Polly proves what every kid already knows - that being little isn’t a limitation, it’s her greatest strength. When Polly inherits a magic heirloom locket that allows her to shrink to four inches tall, she embraces her pocket-sized powers and finds the upside of shrinking is big fun for her and her best friends Lila and Shani. The content supports the relaunched toy range, as Polly returns to her miniature one-inch scale that made her a 90s phenomenon.

Polly Pocket relaunches with nostalgic Mimi Wade-designed exclusive capsule launching in Selfridges British American designer Mimi Wade has collaborated with 90’s phenomenon Polly Pocket to create a Polly Pocket x Mimi Wade capsule adult clothing collection, and accompanying jewellery by Mimi Wade and Vicki Sarge for Polly Pocket. The collection launched exclusively in Selfridges Oxford Street and selfridges.com on Friday 17th August. Printed Silk Satin Dresses with lace trim, featuring a repeat Polly Pocket Snail Ride graphic, come in a slip dress style with adjustable bralet straps, or a baby doll style with a velvet bow and giant bow sash, both available in pistachio, lilac or baby pink. Baby Crop Lace Trim T-shirts are adorned with specially created single graphics on the front of either Polly Pocket Snail Ride, Polly Pocket Baby Seahorse, or Polly Pocket Cereal, as well as the Polly Pocket logo. A classic Unisex T-shirt of each is also available. Mimi Wade and Vicki Sarge for Polly Pocket Jewellery incorporates Swarovski crystal, pearl and rhinestone beads, as well as original Polly Pocket figurines, resulting in a series of clip-on and pierced earrings, a necklace and a bracelet. The collection launched in Selfridges with an exclusive event attended and worn by Lady Amelia Windsor, model and activist Adwoa Aboah, and worn by singers Jorja Smith and Princess Nokia. The excitement around the partnership launched over 75 piece of media and social coverage reaching over 45m people.

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Enchantimals is the super-cute brand where each Enchantimal girl has her own adorable animal bestie. Set in a magical nature-themed world, the brand celebrates friendship and helps to build compassion for all living things whilst kids play with the brand ethos ‘Caring is Our Everything’. Kids can immerse themselves digitally in the world of Enchantimals with online episodes and a hugely engaging Popjam channel. This enchanting brand is supported by content and significant marketing plans, and has strong licensing potential.

RUBIE’S

08453 070 707 | WWW.RUBIESUK.COM Rubie’s has launched a brand new Enchantimals range, inspired by the toy range. All the costumes are beautifully vibrant and eye catching, and the range includes Felicity Fox, Bree Bunny, Patter Peacock, Danessa Deer and Sage Skunk. All outfits come with a dress, detachable tail and headpiece, in sizes small and medium.

SISO TOYS UK

SALES@SISOTOYSUK.COM | WWW.SIMBA-DICKIE-GROUP.DE Siso Toys UK offers a range of cuddly plush animals depicting main characters from the Mattel property Enchantimals, in 20cm, 35cm and 50cm sizes. In addition, the company offers a Bunny Bree Styling Head complete with pink nylon hair and bunny ears. Accessories include a brush, hair clips and hair bands, allowing Enchantimals fans to style Bree their own way.

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No 1 for licensed costumes

Call and quote TW Mattel for more information:

08453 070707

Browse the full range at

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@Rubies_UK @RubiessUK @rubies_uk @Rubies_EMEA

Style icon Toy World spoke to Emmanuelle Cadet, head of marketing at Just Play/Flair, about what Barbie offers as a property, and how the range will evolve in 2019. From a licensee’s perspective, what do you see as the key strengths of the Barbie brand? Barbie is an iconic, evergreen brand that children, parents, and even grandparents have grown up with. Throughout the decades, the brand has succeeded in remaining true to its roots, whilst moving with the times to stay relevant and aspirational. The brand’s empowering You Can Be Anything ethos has been the perfect fit for Just Play’s role-play range. Our products inspire and enable kids to play out different careers and worlds.

How has your Barbie range performed so far in 2018? The Styling Head collection has performed very well, as hair-play continues to be a favourite play pattern with the age group. Just Play keeps the range fresh with updated styles, new features and accessories each season. New for autumn/winter is the Deluxe Colour and Style Styling Head - a safe and mess-free way for kids to experiment with the latest trends.

What have been the stand-out products this year? The on-trend Barbie Dreamtopia Unicorn Styling head with its rainbow hair has been perfect during the ‘year of the unicorn’.

What plans do you have to develop the range in 2019? With the increased interest in the Barbie Dreamtopia segment, we will be expanding our Barbie Dreamtopia range, introducing new Dreamtopia Figure Sets and a Mer-Puppy plush. Next year is a big year for Barbie, with her 60th birthday, and you can’t get bigger than the 70cm Best Fashion Friend Doll. We are refreshing the doll’s outfit so that she has an all-new look ready for her big bash.

How competitive will it be in the girls’ aisle next year, and what will you be doing to ensure you secure your share of space? The girls’ aisle is always competitive and 2019 will no doubt continue to be so. It is important that we continue to provide stand-out products with fresh features to excite and engage with the audience, and we will of course continue to work closely with Mattel to support our range with impactful marketing campaigns.

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JUST PLAY/FLAIR

020 8643 0320 | WWW.FLAIRPLC.CO.UKCOM The Just Play Barbie collection encourages classic role-play patterns and inspires children to be anything they want to be. Not to be missed is the range of Barbie Styling Heads; abreast of the latest trends, the range covers everything from hair and nail fashion to the immense popularity of unicorns. The Barbie Dreamtopia Rainbow Styling Head has thick and flowing rainbow locks for brushing and braiding. The product incudes assorted clips to transform Barbie’s hair into fashionable styles. Also from Barbie Dreamtopia comes the Unicorn Styling Head, with its rainbow mane and golden horn plus a host of styling accessories. New for autumn is the Barbie Colour and Style Deluxe Styling Head, with which kids can create any look they could imagine. In addition to the flowing hair and styling tools, there are special colour changing nails and makeup for the ultimate makeover.

MV SPORTS

01217 488 000 | WWW.MVSPORTS.CO.UK Barbie will be celebrating her 60th anniversary in 2019, and MV Sports is marking the occasion with a new range of bikes, scooters, and protective gear. Pops of contemporary candy colours - and the iconic Barbie pink – are combined with modern graphics to give the range a fresh look and feel. MV will also be producing an exclusive range with sequin finishes and pretty colours, capturing the essence of Barbie.

AMSCAN INTERNATIONAL 01908 288500 | WWW.AMSCAN.CO.UK

Amscan’s Barbie Dreamtopia themed party ensemble is perfect for a magical celebration. New for 2018, this vibrant collection incorporates on-trend mythical themes such as rainbows, unicorns and mermaids. The range features disposable tableware, birthday banners, invitations, drinking straws and party bags. Amscan’s new Barbie costumes, including a coordinating Rainbow Mermaid style, are the perfect addition to complete the party.

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BARBIE X MISSGUIDED HEATS UP FOR 4TH SELLOUT SUMMER COLLECTION Following three previous sellout collections, in summer 2018 Barbie launched its fourth collaboration with Missguided, showing the resonance of the iconic Barbie brand with millennial women and the synergy between the two fashion powerhouses. The summer collaboration was the boldest yet, taking inspiration from true Americana with fringed jackets, red, white and blue sequined denim and the now iconic Missguided Barbie slogan T-shirts over stars and stripes. The Barbie logo signature stands bigger than ever, across boxy cropped T-shirts, over Missguided pink and coloured tie-die lounge wear sets. Co-ords dominate with mix and match denim jackets and shorts, tie-die tops and flares and street wear inspired jogger sets with never seen before, playful logo scaling. The highly successfully denim dungaree dress returned in two festival styles with sequins and metal fringing. Designed exclusively inhouse, the new collection introduced Barbie back into the MISSGUIDED world.

BARBIE AND MOLESKINE DEBUT NEW LICENSING PARTNERSHIP AND RANGE OF NOTEBOOKS This year, Barbie has partnered with Moleskine to launch a new collection of beautiful notebooks to inspire and celebrate creativity and imagination. The Moleskine collection comprises of four Barbie notebooks, an iPhone cover and a Limited-Edition Collectors’ Box. The notebooks’ covers celebrate iconic Barbie moments in time including the instantly recognizable retro logo, Barbie’s fun accessories and a sketch of the first ever Barbie doll. Each notebook also comes with a selection of themed stickers.

GET FESTIVAL READY WITH BARBIE X SPIRAL This summer, Barbie collaborated with leading bag brand Spiral to create a range of festival and back to school influenced backpack and bum bags. Launch partners for the summer collaboration included international retailers ASOS and TruffleShuffle, with press pick up in Heat Magazine and Fabulous Magazine driving appetite for the range into 2019

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BARBIE PARTNERS WITH MAD BEAUTY Mad Beauty, the multi award winning bath, body and toiletry gifting company partnered with Barbie to create a range of products for Barbie fans of all ages in AW18. The range joins the Mad Beauty ‘Never Too Old For™’ category, with products including make-up and accessories. Aimed primarily at the adult market to reflect Barbies’ image as a powerful, modern woman and role model, the collection also appeals strongly on a nostalgic level to new converts as well as those who grew up with Barbie. Continuing the success, Mad are working on designs for 2019 to celebrate Barbie’s 60th anniversary.

SEPHORA COLLECTION X BARBIE LAUNCH RETRO-THEMED BEAUTY KIT Barbie and Sephora have teamed up to create a fun 80s blaster set, inspired by the brands iconic 80’s retro look. The ultra limitededition set contains three eye makeup products, including an eyeshadow palette, a mascara and a felt eyeliner to create custom looks.

BARBIE MOVES INTO HOMEWARE WITH NEW PRIMARK BEDDING COLLECTION Launched in May 2018, Barbie expanded its licensed franchise into homeware with an all-new Primark partnership exclusively designed by Character World. The fun and stylish bedding collection is a must-have essential for new and existing Barbie fans. Inspired by the iconic Barbie logo, the bedding is designed with an on-trend colour scheme consisting of a soft pink and muted grey palette, reflecting Barbie’s strong aesthetic that’s true to the brand. The range comprises of reversible print duvet sets available in single, double and king sizes along with a Barbie fleece blanket available in June. Adding to the Barbie bedroom offering, Somerbond introduced nightwear for adult Barbie advocates, featuring the Barbie logo in white multi-print on the iconic Barbie pink coloured background.

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The Barbie Story “My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices.” -- Ruth Handler Ruth and Elliot Handler (shown here) founded Mattel Creations in 1945, and 14 years later, Ruth Handler gave the world the Barbie doll. When asked her relationship to Barbie, Ruth simply replied, “I’m Barbie’s mom.” The inspiration for Barbie came as Ruth watched her daughter Barbara playing with paper dolls. Barbara and her friends used them to play adult

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From astronaut to anchor

-FROM THEN TO NOWBarbie™ has always inspired girls to be anything.

1975

1989

2019 | ASTRONAUT

2019 | ATHLETE

Traveling to space before man landed on the moon, Barbie continues to inspire girls to reach for the stars.

Barbie went for the gold early on, and to this day, inspires girls everywhere to break boundaries and score big.

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Barb very sea

or teenage make-believe, imagining roles as college students, cheerleaders and adults with careers. Ruth immediately recognized that experimenting with the future from a safe distance through pretend play was an important part of growing up. She also noticed a product void and was determined to fill that niche with a three-dimensional fashion doll. Several years and many designs later, Mattel introduced Barbie, the Teen-Age Fashion Model, to skeptical toy buyers at the annual Toy Fair in New York on March 9, 1959. Never before had they seen a doll so completely unlike the baby and toddler dolls popular at the time. Today, with a professional resume thicker than a phonebook, a circle of friends that rival any social network and a community of caring that spans the globe, Barbie continues to find new ways to inspire and encourage the next generation of girls.

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2019 | PILOT

bie prepared for take-off when y few women were in the pilot at, and has continued helping girls soar ever since.

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2010

2019 | FIREFIGHTER

2019 | CANDIDATE

2019 | NEWS ANCHOR

Underrepresented by women both now and then, Barbie continues to show girls they can be everyday heroes too.

Running for office since 1992, Barbie has always inspired girls to dream big and make their voices heard.

With women still underrepresented in the news room, Barbie shows girls they have a place in front or behind the camera.

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THE WORLDS NUMBER #1 DOLL TURNS 60 IN 2019 2019 marks sixty years since the invention of the world’s #1 doll and the first ever fashion doll, Barbie. As we enter Barbie’s 60th, the Barbie brand remains committed to inspire the limitless potential in ever girl by encouraging imagination, expression and discovery through play. Since 1959, Barbie has inspired girls to be anything. From princess to president, astronaut to zoologist, there isn’t a plastic ceiling Barbie hasn’t broken, with over 200 careers and counting. Barbie is a global icon instantly recognized by girls around the world. Her face is emblazoned on everything from apps to backpacks. When Barbie reinvents herself, the world takes notice in sales, headlines, likes and tweets. She remains #1 doll in the world with 99% global brand awareness. Barbie is sold in 150 countries, is in over 45 lifestyle categories, generated 10billion global PR impressions in 2017, dominates social conversation as the #1 toy brand, and has 17million social followers.

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ALL NEW SERIES BARBIE DREAMHOUSE ADVENTURES TO PREMIERE ON POP THIS AUTUMN This autumn Barbie debuts a BRAND-NEW TV series! Airing this October on POP with 26x22 episodes, follow the every day life of Barbie as she embarks upon new adventures with friends and family—Including Ken! From fun road trips to sister shenanigans, Barbie discovers that with a little bit of help and a whole lot of laughter, you can be anything!

FLY ON THE WALL DOCUMENTARY TINY SHOULDERS: RETHINKING BARBIE COMING TO UK SCREENS SOON In her 59 years, Barbie has become a fashion icon, a lightning rod and a topic among feminists. The 2018 documentary, Tiny Shoulders: Rethinking Barbie, featuring newly discovered footage and unprecedented access to the inner workings of a toy giant during Barbie’s biggest reinvention, during the 2016 Barbie body change. Featuring interviews with Gloria Steinem, Roxane Gay, Peggy Orenstein, Mattel insiders and cultural historians, the documentary reveals, through both funny and fascinating archival material, and fly-on-the-wall observations of Barbie’s current architects, the progression and regression in the fight for gender equality. Tiny Shoulders: Rethinking Barbie, which was produced, written and directed by Andrea Nevins, aired to critical acclaim on Hulu in the US and will air in the UK in 2019.

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Barbie Dreamhouse Adventures brings completely diverse content with empowered storylines and an extensive character base with relatable personas. The new series provides a peek into the everyday life of Barbie, demonstrating realistic and true to life scenarios in this hilarious and heart-warming animation. The all-new animated content sees storylines which follow Barbie’s real-life adventures, unique to any other Barbie content before!

More than just a doll

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Lisa McKnight – senior vice president and general manager for Barbie From astronaut to– anchor TO NOWtalks to Toy World about how the iconic brand has evolved over -FROM theTHEN past 60 Barbie has always inspired years, and how Mattel maintains Barbie’s relevance for the childgirlsofto today. be anything. ™

Barbie is a true toy trade icon – how does it feel to be a custodian of such a cherished brand? It is a great honour to manage a brand like Barbie, which has been around for almost 60 years and has evolved to be more than just a doll. Our founder, Ruth Handler, created Barbie to inspire the limitless potential in every girl – and that is our driving mission today.

What are the challenges in maintaining a brand’s relevance after six decades in the market? We look to our history to continue to guide our future; Barbie’s original intent was to inspire the limitless potential in every girl. We know that Barbie does best when she is connected to culture, and our goal is to keep Barbie relevant for both parents and the next generation of girls.

How does the girl of today differ from your target consumer in years gone by, and how has that impacted your approach to product development and marketing? We need to be where girls are, and engaging them in a purposeful way across all our touchpoints. One recent example is our Barbie Vlog – we’ve connected Barbie directly with kids on YouTube to highlight relevant and important conversations for kids. We’ve also created Barbie Dreamhouse Adventures episodes that better reflect purpose and offer a setting that ignites the Barbie play pattern.

How important is parental endorsement to a brand like Barbie? We have always looked at a child-demand and mum-approved model – ensuring that we create products that children want, but also communicate how our toys unlock imagination and creativity, which are core to a child’s development. We know that today’s parents are looking for more purpose and value in their children’s play experience. Barbie has undergone a transformation to drive the girl empowerment message through every touch point in a way that resonates with children, but also encourages parents to understand the value of playing with Barbie. Through our Shero programme, we’ve shone a light on remarkable women who are breaking boundaries and inspiring the next generation of girls – it’s both inspirational to girls and reinforces to parents the value this brand brings to any kids life.

There have been some runaway hits in the girls’ aisle in recent years, notably Frozen and L.O.L Surprise! – how do you approach that from a competitive standpoint? Barbie has been around for almost 60 years, withstanding the test of time and a range of competition. Barbie remains the No. 1 fashion doll brand, has 99% awareness around the world, and is the No. 1 girls brand on YouTube. The brand is up double digits and we are set for a strong 2019 as we head into an anniversary year. Our product, content and marketing are translating to sales and showing us that the transformative efforts are working.

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Trav lan co