Uplift Games and WowWee have announced a new global licensing partnership to bring digital pets to life in the real world with the new Adopt Me! x Fingerlings.

Debuting at the 2024 Licensing Expo in the Uplift Games booth, the line features two must-have pets from the worldwide phenomenon Adopt Me! game.

The collection includes one of the most frequently collected pets in the game, the Dog, as well as fan-favourite, legendary pet, the Adopt Me! Strawberry Shortcake Bat Dragon. Each pet responds to touch and senses motion, so fans can care for their pet like they would in the game. Fans can pet their head, give them a kiss, feed them and even play peek-a-boo.

“We’re thrilled to offer Adopt Me! fans an all new way to play with their pets,” said Andrew Yanofsky, head of Marketing and Operations for WowWee. “Because Adopt Me! and Fingerlings are all about interaction as you love and care for a pet, the collaboration felt really natural.”

Richard Haines, head of Consumer Products at Uplift Games, commented: “With Adopt Me! x Fingerlings, fans can expand the fun of adopting and caring for their pets beyond their screens, we are really excited for our players to see this collaboration come to life.”

Adopt Me! x Fingerlings will be available at retail from August 2024. For a first-look, visit Uplift Games at Licensing Expo May 21-23, stand M246.

Brand, marketing, licensing and retail strategy executive Ross Archer-Haynes has left his previous role as senior director, Retail & eCommerce Marketing at Paramount and is looking for a new opportunity.

Ross has more than 16 years’ experience working with franchises, retailers and licensees across US, UK and EMEA. He has worked at Paramount, Nickelodeon and Disney, delivering innovative and impactful omnichannel marketing and consumer product and retail go-to-market plans, with expertise reaching global audiences across multiple demos and product categories.

Ross’s responsibilities in his latest role at Pararmount included heading up the Marketing department, overseeing the North American consumer products and retail go-to-market strategy, creative strategy and eCommerce, collaborations and social marketing to drive and deliver upon LRP revenue goals across all retail channels. Ross also developed programme strategy for priority franchises and awarded multiple cross-category retail licence programmes at Walmart, Target and Amazon.

In addition, he led the team in development of omnichannel marketing campaigns including creative strategy, media planning (full funnel activations), campaign execution supporting key product categories including toy, apparel, home and CPG for the Paramount franchise portfolio (Paw Patrol, Teenage Mutant Ninja Turtles, Baby Shark, Top Gun, Mean Girls and more).

Ross also led and delivered eCommerce strategy including over 20 Amazon storefronts and global DTC sites. He had oversight of social and influencer strategy and delivered category marketing strategy for toy, apparel, home, CPG, entertainment, gaming and publishing in partnership with licensing teams.

Ross is now looking at relocating back to the UK and searching for his next challenge.

Through his work in the industry, Ross has been recognised as a 40 under 40 honoree by the Path to Purchase Institute and has won multiple awards for delivering innovative and best-in-class retail, marketing, social and influencer programmes.

He is now ready to reenter the UK licensing and retail world, combining his experience working in the US with his previous EMEA experience to present an attractive proposition for a new role within the industry.

To get in touch with Ross about an opportunity, email rosswhaynes@gmail.com.

Click Europe will launch its first licensed products under the bopster brand with popular, virtual singer Hatsune Miku.

The new range of collectible display jigsaw puzzles from Click Europe will include a 500-piece Round Puzzle featuring Piapro characters Hatsune Miku, Kagamine Rin, Kagamine Len, Megurine Luka, Meiko and Kaito. There will also be four different designs of 150-piece Portrait Micro Puzzles with a fold out frame and stand to display the completed puzzle in. Soon to follow will be 150-piece Shaped Micro Puzzles of Hatsune Miku and the Piapro characters.

The 10th anniversary Hatsune Miku Expo will be taking place in the UK and at various locations around the world this year, where fans and creators of all backgrounds will gather to share various aspects of the creative culture surrounding Hatsune Miku. This year’s theme for the expo is Universal Positivity, a throwback to the original theme in 2014.

Marketing director of Click Europe, Regan Anderton, said: “Hatsune Miku offers us a new audience to market to, with fans ranging from teens to adults. All are passionate about music, collaboration and creativity, which gives us so much scope to work with in our advertising and social reach.”

“This is our first step into the world of licensing and I’m very excited for the new customers and clients that it can help us reach,” said Click Europe’s managing director, Steve Finch. “The fame of Hatsune Miku means that we’re able to take our bopster brand and original jigsaw formats to larger retailers and distributors, as well as being able to put to use our own strong distribution network and team that we have within Click Europe. In addition to this, we have plans for licensing across our other brand boppi following later in the year – so watch this space.”

To pre-order the new Hatsune Miku jigsaws, contact the sales team at Click Europe on hello@clickeurope.com.

Firefly Brand Management has been appointed to represent several of Boat Rocker’s scripted and classic properties in the US, including Orphan Black, Beacon 23, Big Comfy Couch and Danger Mouse.

Boat Rocker has appointed Firefly Brand Management to manage a selection of the company’s scripted and classic brands in the US.

Firefly’s strengths provide an ideal fit for several of Boat Rocker’s properties. The agency has enjoyed great success in promoting niche and classic brands such as Bob Ross, Paul Frank, Spam, Emily the Strange and Austin Healy.

Initial Boat Rocker properties that Firefly will be representing in the US include Orphan Black, Orphan Black: Echoes, Beacon 23, Big Comfy Couch, Danger Mouse, Rainbow and Count Duckula. The list of IPs will expand over the coming months as Boat Rocker mines its extensive back catalogue and as new IP gets greenlit.

Kate Schlomann, EVP, head of Content Marketing, Brand Partnerships & Communications, Boat Rocker, said: “We’re delighted to team up with Firefly and know our properties are going to be in the best hands. With great connections across licensing and retail, Firefly has built up an excellent business with both well-known brands and also in developing niche IP. Importantly, we share like-minded views on brand management, and Firefly is as enthusiastic about our titles as we are, so it’s a dream match.”

Cynthia Modders, Firefly’s founder, said: “We are very excited to be working with Boat Rocker. The company has an extraordinarily wide range of entertainment properties that lend themselves to multiple categories, and we are excited to have the opportunity to represent them.”

In addition to the deal with Firefly for the US, Boat Rocker has recently appointed leading UK based licensing consultant Kirsty Guthrie of KJG to manage and seek new partners on a number of properties including the sci-fi genre with Orphan Black, Orphan Black: Echoes and Beacon 23 as well as multiple properties across its kids and family slate, such as Dino Ranch, The Next Step and classics with Danger Mouse and Rainbow in the UK and across Europe.

In this collaboration, Hasbro aims to leverage Xelacore’s innovative capabilities to optimise retail strategies and enhance consumer protection and shopping experiences across diverse markets.

Fabacus, a pioneering data-as-a-service technology company specialising in licensing and retail, has announced its agreement with Hasbro.

The collaboration sees Hasbro adopting Fabacus’ cutting-edge technology, Xelacore, to enhance its data management capabilities worldwide, starting with a phased regional rollout across Europe, the Middle East and Africa.

The strategic integration of Fabacus’s Xelacore platform into Hasbro’s operational infrastructure marks a significant milestone. Hasbro, renowned for its portfolio of 1,900+ iconic brands, including Dungeons & Dragons, Peppa Pig, Transformers and My Little Pony, aims to leverage Xelacore’s innovative capabilities to optimise retail strategies, demonstrate product authenticity, streamline data governance over partners and operations, as well as enhance consumer protection and shopping experiences across diverse markets.

Andrew Xeni, founder and CEO of Fabacus, said: “We are thrilled to work with a globally recognised industry leader like Hasbro. Our mission at Fabacus has always been to revolutionise and transform data management across licensing and retail, and this agreement underscores our commitment to delivering unparalleled technological solutions to drive growth and efficiency in the industry.”

Marianne James, senior vice president, Global Licensed Consumer Products at Hasbro, added: “Fabacus’s data service presents an exciting opportunity for Hasbro and we are confident that our work together will drive significant advancements in our retail strategies, ultimately benefiting our consumers and stakeholders alike.”

The agreement between Fabacus and Hasbro marks the beginning of a journey towards a more streamlined and data-driven retail landscape, in a year when increased data capture and reporting is being implemented as part of EU law, reshaping the retail experience for customers.

Ushering in a new era for the Fuggler brand, Zuru will take over the plush licensing rights from autumn/winter 2024 and preview the range for spring/summer 2025.

Addo Play and Libertas Brands have agreed to hand over Fuggler plush licensing rights to Zuru.

This groundbreaking new partnership will build on the huge reboot the brand has enjoyed since Addo Play secured the licensing rights in 2021. Over the past four years, through its creativity and expertise in product development, Addo Play has developed and launched over 200 imaginative Fuggler monster variants with record-breaking sales results in some of the world’s biggest retailers, thanks to the brand’s partnership with ToyMonster. These include The Entertainer, Tesco, Kmart Australia and more recently in Walmart US, reaching the No. 5 new property in the USA. ToyMonster also launched Fuggler brand collaborations for the first time ever with Paramount: Teenage Mutant Ninja Turtles x Fuggler and SpongeBob x Fuggler.

Zuru is well-positioned to elevate and scale the Fuggler brand, taking it to even greater heights. With its power to invest, renowned product development expertise, global reach and expansive distribution network, Zuru aims to usher in a new era for the brand. This will include offering fans a wide range of new product additions to the existing line up and enhanced accessibility in markets worldwide. The new arrangement will also allow Addo Play to focus on its core Addo and Early Learning Centre brands, as well as other new and exciting licensing opportunities.

“We commend Addo Play for the world class job it has done in building Fuggler,” said Nick Mowbray, co-founder & CEO of Zuru. “We are delighted to acquire the licensing rights and are committed to leveraging our resources and creativity to further enrich the Fuggler experience for fans everywhere. Fuggler really has captivated wide audiences including kids and kidults globally with its unique charm and quirky appeal.”

“On behalf of everyone here at Addo Play, we would like to extend our thanks to our customers and distributors, in particular to our manufacturing partner and to ToyMonster for doing such an incredible job,” said David Martin, CEO & co-founder Addo Play. “And best wishes to Zuru – we look forward to seeing all the great achievements and milestones to come on its Fuggler journey”

“We are thrilled to partner with Zuru to bring Fuggler to a wider audience,” said Mark Kingston, co-founder/CEO of Libertas Brands. “Zuru’s dedication to quality and innovation aligns perfectly with the spirit of Fuggler, and we are excited to see the brand flourish even more under its stewardship.”

Zuru will start the transition during autumn/winter 2024 and will be showcasing the brand during upcoming spring/summer 2025 previews.

For more information about Fuggler plush toys and other products from Zuru, click here. For sales enquiries, please contact sales@zuru.com

Toikido has teamed up with UEFA to bring the UEFA Euro 2024 tournament to its Piñata Smashlings game on the popular Roblox platform.

The collaboration introduces official mascot Albärt and the Euro 2024 Football Island to the world of Piñata Smashlings as a special event from the 15th May through to the 14th July, offering an immersive stadium experience filled with football-themed games, piñatas, treasures and the chance to level up and earn in-game currency.

Piñata Smashlings is embracing the buzz surrounding Euro 2024 and aims to support UEFA in its mission to inspire young audiences to emulate their tournament heroes and live a physically active lifestyle.

UEFA’s Euro 2024 Make Moves initiative, fronted by Albärt and Germany star Jamal Musiala, is currently rolling out across thousands of schools and clubs in Europe. The addition of the game integration into Piñata Smashlings ensures the tournament reaches and inspires young audiences in both their real and virtual playgrounds.

Players on Euro 2024 Football Island will stay connected to the highly anticipated tournament via in-game digital screens, which will display live Euro 2024 match scores, enhancing the connection between virtual and physical play. The fan zone within the game will provide a space for players to celebrate their favourite teams and tournament moments.

Furthermore, fans who purchase the official Albärt plush will also be able to unlock exclusive digital rewards in-game, including a unique Albärt Smashling.

Adding to the immersive experience, Adidas will feature a digital pop-up store and sponsor mini games themed around its iconic Adidas Predator, F50 and Copa football boots within the game. These integrations offer unique gameplay experiences and opportunities for user-generated content, blending the Piñata Smashlings Euro 2024 experience and Adidas’ own Roblox presence.

Guy-Laurent Epstein, marketing director at UEFA, said: “Euro 2024 has the potential to inspire millions of girls and boys to play football and live healthy and active lifestyles, so it is important for us to take the tournament to the platforms and spaces they already occupy. Together with Toikido and Piñata Smashlings, we have created a captivating football experience that bridges the virtual and the physical which we hope will attract young audiences to our sport.”

Darran Garnham, CEO of Toikido, added: “We’re ecstatic to bring the spirit of Euro 2024 into the vibrant world of Piñata Smashlings. This partnership not only introduces our players to the thrilling world of football, but also marks a significant milestone in blending digital entertainment with real-world sporting events. It’s about creating memorable experiences that resonate with our audience, and with Albärt leading the way, we’re excited to see fans come together to celebrate their love for the game.”

Transformers 80s Week features new product reveals, pre-orders and retro content allowing new generations to discover the decade where it all began.

Transformers 80s Week celebrates the 40th anniversary of the beloved franchise. All this week, and during the Hasbro Pulse Fanstream on YouTube, the Transformers team is unveiling new products that fans can add to their collections. Fan can also check out Transformers’ social channels for a series of ‘80s-themed stop motion videos dropping each day this week.

The raft of new products includes:

• The Transformers Studios Series product line, which brings the epic action of the Transformers movies from the big screen to fan collections around the world. The latest additions include action figures based on Bumblebee, Skywarp, Steeljaw, Springer and Decepticon Soldier. Additionally, the newly revealed Transformers Generations Comic Edition Decepticon Straxus action figure celebrates the brand’s 40th anniversary since Transformers robots made its comic debut in 1984.
• Rooted in action and adventure, the Hot Wheels Transformers line unites the Hot Wheels and Transformers fan bases with stunning launches for car, Autobot and Decepticon lovers to enjoy. The brands are kicking off by launching a never-before-seen collector item: Hot Wheels Transformers Optimus Prime. The new vehicle authentically recreates a 1:64 scale version of the Autobot leader in metal-on-metal material. This converting collector piece comes with full graphics on top of the red and blue Spectraflame paint and Real Riders custom wheels. Hot Wheels Transformers Optimus Prime will be available on 21st May at 9am PT exclusively at Mattel Creations.
  • Later this summer, the line will evolve to include fan-favourite Transformers characters across multiple Hot Wheels lines, including Bumblebee in the Hot Wheels Basic Singles Assortment, a Hot Wheels Silver Series collection of Autobots and Decepticons, and more characters like Megatron and Starscream in Hot Wheels Skate.
• Hasbro Presents Transformers: Music from the Original Animated Series lets fans enjoy music from 1984’s The Transformers classic animated series (seasons 1-3). Originally released in 2019 with over 45 minutes of music, this reissue album includes bonus tracks and a mixture of remastered orchestral and 80s inspired synth tracks from the original tapes by composer Rob Walsh. The vinyl album is available for pre-order now and a first-ever digital release of the album will be offered later this year. The album will launch in July, with pre-orders coming soon to Hasbro Pulse.
• Funko’s Transformers 40th Anniversary Pop! figures are inspired by the beloved Generation 1 era of the franchise. Fans can add iconic Transformers characters to their collection such as Optimus Prime, Megatron, Blaster, Astrotrain and Laserbeak. By purchasing Laserbeak, there is a 1-in-6 chance to obtain the Pop! Buzzsaw chase figure. Transformers 40th Anniversary Pop! figures will be available for pre-order on Funko.com and at participating retailers from 15th May, and are launching in July 2024.
• Transformers teams up with Beyblade for the first-ever collab tops, featuring Optimus Prime, Optimus Primal, Starscream and Megatron in multi-pack sets for the all-new, fourth generation Beyblade X series. The Beyblade X Transformers tops are available for a limited pre-order exclusively on Amazon.

Fans are also heading to theatres to experience the Till All Are One: Transformers 40th Anniversary Event. This special event showcases episodes from the classic 1984 animated series The Transformers and an exclusive behind-the-scenes table read featuring some of the Transformers original voice-over talent, including Peter Cullen (original voice of Optimus Prime) and Frank Welker (original voice of Megatron). A sneak peek of the new season of the original animated kids’ series Transformers: Earthspark will be shown as well. Tickets and participating theatre locations are available at: Transformers40thCinemaEvent.com.

For the latest information on the Transformers, including toys and entertainment, follow @TransformersOfficial on Instagram, @TransformersOfficial on Threads, @Transformers on Facebook and @TransformersOfficial on TikTok.

The first-ever 400 square metre Mission: Play! by Mattel Family Entertainment Center is now open at The Galleria Al Maryah Island in Abu Dhabi.

Al Hokair Group, iP2 Operations Holding B.V. and Mattel are proud to announce the launch of Mission: Play! by Mattel, Mattel’s all-new entertainment experience which officially opened at The Galleria Al Maryah Island in Abu Dhabi on 16th May 2024.

Mission: Play! by Mattel covers over 4,000 square metres within The Galleria Al Maryah Island and promises to unleash creativity, togetherness and family fun in a space that brings both physical and digital play to children, of all ages, interests and skill levels.

Mission: Play! By Mattel brings iconic brands of Mattel to life through three themed zones. Visitors can:

• join Barbie, the world’s No. 1 best-selling doll, in a world where ‘You Can Be Anything’. Barbie attractions will empower children by creating a world of diversity, inclusiveness and limitless potential.
• buckle in for challenges with Hot Wheels, the world’s No. 1 best-selling toy. Hot Wheels attractions allow kids to connect with each other and ignite their challenger spirit
• use their imagination when building amazing creations with Mega. Mega attractions provide unique play experiences that stimulate growth, unlock creativity, and encourage exploration through hands-on creative-building activities.

Offerings also include a dedicated event space, branded birthday and celebration rooms, Mission: Play! Cafe F&B, and a retail store featuring Mattel toys and exclusive Mission: Play! By Mattel merchandise.

iP2Operations and Mattel collaborated to design and develop the full format; Al Hokair Group will operate it under the lease with Al Maryah Retail Company, asset manager of The Galleria.

“Mission: Play! by Mattel is where adventure can be played out in endless ways,” said Julie Freeland, vice president of Global Location Based Entertainment, Mattel. “This new family entertainment centre allows Mattel to continue bringing wonder to families through truly unique experiences where play has no boundaries. We are excited to be partnering with premiere leaders in the industry to bring this experience to life.”

Mishal Al Hokair, Al Hokair Group Deputy CEO, commented: “At Al Hokair Group, we are always looking for new and innovative ways to bring families together and provide them with memorable experiences. Mission: Play! by Mattel aligns perfectly with our vision and will be a huge success at The Galleria as a destination for families from all over the region.”

Mark Ruffley, CEO of Al Maryah Retail Company, added: “We are excited by our partnership with Mattel to welcome Mission: Play! by Mattel to The Galleria Al Maryah Island. The addition of this extraordinary destination complements our world-class entertainment offering and will significantly enhance leisure and entertainment options for the Abu Dhabi community with more exclusive brands and first-to-the-region concepts.”

Roger Houben, CEO of iP2Operations, commented: “We are proud to be launching our Mattel Centre at The Galleria, the leading lifestyle destination in Abu Dhabi. Mission: Play! By Mattel complements this experience with elevated entertainment experiences under the motto “Think Big, Play Bigger!”

Spin Master’s Toca Boca brand is joining forces with Skybrands A/S to bring gaming fanatics a new line of tween apparel, accessories and home textiles, set to launch in European retailers this autumn.

Spin Master is announcing a new licensing agreement with Danish textile company Skybrands A/S for Toca Boca, the award-winning digital game. The collaboration will introduce a novel line of tween apparel, accessories and home textiles, launching in select European retailers in autumn 2024.

Over the past decade, Toca Boca has been at the forefront of innovative gaming, emphasising play, self-expression and creativity with more than 60m monthly active users and 882m lifetime downloads. Skybrands A/S’s recent expansion and success in handling major licences across Europe positions this collaboration as a major enhancement to its continued growth.

“Toca Boca is a global success in the kids’ gaming space and we’re excited to give fans new ways to engage with the brand,” said André Lake Mayer, Spin Master’s SVP, Global Strategic Partnerships & Consumer Products. “We’re confident that Skybrands A/S is the perfect partner to catalyse Toca Boca through influential retailers in fashion, accessories and home.”

Highlights of the partnership include:

• Creative and Playful Product Lines: inspired by Toca Boca’s vibrant play and diversity centric worlds, the new product range will include creatively designed apparel, accessories and home products that encourage kids to express themselves and engage with their surroundings.
• Commitment to Quality and Sustainability: recognising the critical importance of sustainability and ethical practices in shaping the future of the textile industry, Skybrands A/S is committed to producing high-quality sustainable softlines.
• Targeted Distribution: the collection will be distributed through select influential retailers across Europe, ensuring accessibility for all.

Helle Stilling Borch, Licensing manager at Skybrands A/S, commented: “This is not just another licensing agreement for us. Collaborating with Spin Master and Toca Boca allows us to bring a new level of creativity and engagement to our business, enriching our offerings and demonstrating our commitment to innovative, playful products.”

Thomas Larsen, CEO of Skybrands A/S, added: “The collaboration with Spin Master and Toca Boca is a testament to our growing influence in the market. Having experienced massive growth through exciting, relevant licences, joining forces with such esteemed partners solidifies our position and confirms our strength on the market.”