Tag Archives: toys

LEGO and NASA partner on Space Shuttle Discovery set launch, with help from Astronaut Dr Kathy Sullivan

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The LEGO Group has partnered with NASA to launch its new LEGO NASA Space Shuttle Discovery set, a new science-focused construction set aimed at the adult LEGO fan audience.

The new set was officially revealed this week by the former NASA Astronaut, Dr Kathy Sullivan, who was part of the original NASA STS-31 mission over 30 years ago. This was the mission that launched the Hubble Telescope, the telescope that has gone on to capture images of the universe and shape our understanding of space.

To celebrate the launch of the new LEGO NASA Space Shuttle Discovery, the LEGO Group spoke to Dr. Kathy Sullivan about her experience onboard the original NASA STS-31 mission and how the real-life space shuttle compares to the LEGO model’s detailed build of the spacecraft and famous Hubble Space Telescope.

Filmed at COSI (Center of Science and Industry), the interview is now available on lego.com/gobeyond, and sees Dr. Kathy Sullivan detail the incredible mission, which launched the Hubble Space Telescope into the cosmos – enabling NASA, and scientists around the world, to explore more of the universe than ever before.

The interview also delved into Dr. Sullivan’s thoughts on encouraging more young people into STEM careers and the future of space exploration.

The new LEGO NASA Space Shuttle Discovery is a complex 2,354 piece build that pays homage to this pioneering moment in space history and marks the 40th anniversary since the first Space Shuttle flight on 12th of April 1981.

Aimed at adult builders, the set features the Discovery orbiter with functional landing gear, payload bay doors, elevons and rudder; and the Hubble Space Telescope, which can either be folded and contained within the payload bay or expanded with solar array and displayed separately.

Both also come with a display plaque which features key data from the mission.

Dr. Kathy Sullivan said: “I was thrilled to see the space shuttle in LEGO form, and was very impressed by the amount of intricate detail they have managed to recreate from the module where we used to sleep and eat through to what we called the “milk stalls” on the telescope.

“Looking at the model, it was great to reminisce about my experiences in space launching the telescope for the first time. Hubble is definitely the highlight of my career. This LEGO model is a great way for LEGO builders and space fans alike to get excited about space travel and learn more about the famous mission in a fun and engaging way.”

Marking the passing of 30 years since the original mission, LEGO has delved into people’s passion for space to uncover what they think of exploration. 72 per cent of those asked believe space exploration is ‘essential’. 24 per cent of them believe that we will find new planets, and 13 per cent think we will find alien life in the next 30 years.

71 per cent of people believe there is life on other planets, while over half think there will be space tourism in the next 30 years.

Speaking with LEGO, Dr Kathy Sullivan suggested that “the biggest barriers to space tourism in the next 30 years is the safety and costs elements, if we can break through these the general public really could take a trip to space in the future.”

As part of the wider LEGO Go beyond campaign, that kicks off with this product launch, space and LEGO fans alike can head to lego.com/gobeyond to watch the interview and find out more about the original mission, discover more about the LEGO NASA Space Shuttle Discovery set and access some great online space learning tools from LEGO Education.

LEGO® NASA Space Shuttle Discovery is on sale 1st April from LEGO.com and LEGO Retail stores.

Acamar Films celebrates continuing momentum and growth of Bing across Benelux

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Acamar Films’ hit pre-school series, Bing, is continuing to gather momentum in the Benelux region, having seen significant success across its master toy range from Spectron and totaling 18 active licensees now on board for the territory.

Bing is fast being established as a top pre-school property across the region, with new products and continued expansion in the digital space.

The Dutch cosmetics company, Caresse BV is the latest partner to join Bing’s best-in-class licensees for the region, set to produce a range of health and beauty products. The new deal follows recent renewals with Vadobag (bags, cases and umbrellas), Aymax (bedding) and Veldkamp (meet & greet).

TM Essentials has also widened its Bing portfolio to offer bath accessories and kids room furniture. Meanwhile, master toy partner Spectron is expanding its range and is launching hero lines Bing’s Squeaking Talkie Taxi, Bedtime Bing with Owly and Train & Mini House Playsets for spring/summer 2021. Spectron has seen booming sales to date, with Bing stocked in all major toy retailers in the Netherlands and Belgium.  

Bing is broadcast in the Netherlands on NPO Zappelin where it is a top show among its age group. In Belgium, Ketnet launched the new series dubbed in Flemish in January this year, attracting a flood of Bingsters, with Bing achieving a majority audience share in its timeslot.

Laura Clarke, head of EMEA licensing and merchandising, Acamar Films, said: “We are delighted that Bing moves and delights an ever-growing number of fans in the Benelux region. Bing has been warmly embraced by audiences and retailers alike and we are working hard to continue its growth, especially looking forward to the brand new Bing live show coming this Autumn. We also have more very exciting news in the months ahead – watch this space.”

Popular pre-school series Bluey to land on CBeebies next month with UK toy ranges to follow

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The Australian smash hit kids’ series, Bluey is landing on CBeebies next month. The channel will be the first free-to-air platform in the UK to broadcast the series which is backed by BBC Studios.

Under the new deal, series one of the hit animated series will air on the channel every day.

Bluey has won multiple awards since its launch on the international market, including an International Emmy Award in the Preschool category in March last year.

Sarah Muller, head of commissioning and acquisitions for BBC Children’s, said: “Bluey is such a warm show, with a charming and recognisable family at its core, that we know our audience will take to their hearts. Kids love how Bluey is all about play, but it’s also genuinely funny so the whole family can watch it together.

“The animation from Ludo Studio is world-class, so we’re completely delighted to be the UK’s free-to-air home for Bluey.”

Henrietta Hurford-Jones, executive producer for Bluey and director of children’s content partnerships at BBC Studios, added: “Developed with heart, humour, and an honest take on modern family life, it is so wonderful to see Bluey fast becoming a favourite show of children and parents globally.

“I’m delighted that we’re now able to reach a new audience here in the UK by bringing the show to CBeebies.”

BBC Studios exclusively distributes the show worldwide where it is attracting high ratings in several markets and on various platforms. In Australia, Bluey was the number one children’s programme on metro broadcast television in 2020 and is the number one series ever on ABC iview with over 480 million views across series one and two.

In the US, Bluey hit 16 million total views on Disney Channel and Disney Junior in Q4 2019. In Q1 of last year, the series was a top six Disney Junior series with children and girls aged two to five, and a top five series with boys aged two to five.

Bluey is also available in the UK on the streaming platform Disney+ and its YouTube channel has over 7.5 million hours of watch time and over 232 million views.

A global licensing programme for the series is already in place, with best-in-class partners lined up for the UK market with products set to hit retail in months following the show’s launch on CBeebies.

Global master toy partner Moose Toys and puzzles licensee Ravensburger will debut their respective Bluey lines in Autumn 2021.

Additionally, Blues / Dennicci recently joined the brand’s growing softlines portfolio as daywear partner, alongside Aykroyds, TDP, William Lamb, Dreamtex, and Roy Lowe. Immediate Media has worldwide rights for Bluey magazines, its first UK issue will hit newsstands in summer 2021.

Global master publishing partner (excluding China) Penguin Random House will launch books in the UK later this year.

In its home market Australia, Bluey recently won three gongs at the Australian Toy Association (ATA) Awards, including ‘Pre-School License of the Year’ for the second year in a row, Bluey: Big Backyard was the highest selling book of 2020 and Bluey magazine was the number one children’s magazine.

In the US, Bluey is the number one new license in the super plush category and was the number two top new growth property in 202o.

Aurora World and Macmillan Children’s Books lead licensing roster for Aardman’s festive animation Robin Robin

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Aurora World has been tapped as the master toy partner for Aardman’s new animated musical special, Robin Robin in a deal that will see the company develop the plush version of the titular character.

The new plush Robin Robin will be launched alongside the publishing and film premiere of the special as it arrives in the UK this Autumn. Leading the publishing roll out for the feature will be Macmillan Children’s Books.

Robin Robin is a 30 minute festive holiday special created in stop-motion by its directors Dan Ojari and Mikey Please. The special is currently in production at the Aardman studios in Bristol and is scheduled to launch on Netflix in November this year.

Robin Robin will feature the voices of Gillian Anderson, Richard E. Grant, Adeel Akhtar, and Bronte Carmichael.

Macmillan Children’s Books has acquired worldwide rights in all languages for an exciting range of children’s books associated with the new film. The publishing range, which will launch in autumn 2021, will include a classic picture book, film tie-in picture book and range of activity and novelty books.

Stephanie Barton, publisher, picture books, brands and classics at Macmillan Children’s Books, said: “To be working with Aardman on Robin Robin is a dream come true; their unique voice, attention to detail and the exuberance and joy with which they approach storytelling is perfect for the printed page, and we are excited to be working in partnership to create what are sure to be classics of the future.”

Belinda Ioni Rasmussen, publisher, Macmillan Children’s Books, added: “We fell in love with Robin Robin at first sight and quickly discovered that the values of Macmillan Children’s Books and those of Aardman were aligned.

“To have the opportunity to publish both a classic illustrated picture book on our Two Hoots list, as well as the animated tie-ins on our Brands and Media list, plays to our strengths across MCB. Robin Robin will be a focus among the other successful high end media brands on our list and is a very exciting acquisition for us.”

The first title, a classic picture book, written by the co-creators of Robin Robin Dan Ojari and Mikey Please, and illustrated by Briony May Smith, will be published by the Two Hoots imprint in October 2021.

A film tie-in picture book featuring stills and lyrics to the songs will be published in November 2021, alongside the Netflix premiere. An audiobook will be available for digital download.

Please said: “We are utterly delighted to be partnering with Macmillan to bring the Robin Robin books to life, and thrilled that we get to actually write one with wondrous pencil-wizard, Briony May Smith. Briony worked with us early on in the development of Robin Robin, so it feels perfect that we get to team up again in creating the classic picture book. And in the hands of the fantastic Macmillan team, we know this picture book and the entire series are going to be things of beauty.”

Alongside the publishing programme, Aardman has appointed Aurora World – a global leader in the character and content industry – as master toy partner, who will be developing the plush version of Robin Robin to be launched alongside the publishing and film premiere in Autumn 2021.

Martin Ringer, sales director, said: “We have built a great relationship working with Aardman to develop Shaun the Sheep plush products over recent years. The opportunity to broaden our relationship and be involved in the development of plush for Robin Robin is incredibly exciting and we look forward to delivering some beautiful product for this wonderful property.”

Robin Robin is the endearing story of a robin who is adopted by a family of burglar mice when her egg fortuitously rolls into a rubbish dump. As she grows up her differences become more apparent. She sets off on the heist to end all heists to prove to her family that she can be a really good mouse, but ends up discovering who she really is.

Character Options named master toy partner for Moonbug Entertainment’s Morphle

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Character Options has been named the EMEA and Australian master toy partner for the popular children’s series Morphle in the latest advance for Moonbug Entertainment’s growing licensing plans.

The deal was brokered by The Point. 1888 and will see Character Options produce a range of Morphle branded play-sets, plush, vehicles, figures, bath toys, as well as dough.

This comes just a few months after The Point.1888 announcing multiple major licensee partnerships for two of Moonbug Entertainment Ltd.’s other world-famous brands, Cocomelon and Blippi.

With over 300 episodes created and broadcast via YouTube and Netflix globally, as well as other platforms, Morphle has amassed a following of over 18 million subscribers. It follows the adventures of an energetic little red creature who can morph into anything that Mila’s playful mind can imagine.

Mila’s dad runs the only magic pet store in the city – a fantastical place where you can find all sorts of cute and quirky pets who each have their own unique magic powers, and he has gifted Mila the most magic pet of all, Morphle. She shows him everything she knows about the world, and in particular how to have fun. With Morphle’s morphing powers and Mila’s boundless imagination every day is the most exciting playdate.

Jon Diver, Joint MD of The Character Group plc, said: “As the nature of the lead character, Morphle, is to morph into many different things, it gave us so much scope for toy development. As a result, we’re investing heavily in the brand and the range and are thoroughly enjoying working with Moonbug and The Point.1888.”

Bethan Garton, commercial director at The Point.1888, said: “When Character Options takes on a new brand, it fully commits to the partnership and on building the brand. We haven’t had the good fortune to work with the company before but it’s been a life-long dream of mine, having seen how they launched, developed and managed a number of successful preschool master toy programs.”

The Point.1888 was appointed last summer as Master Licensing Agency across EMEA for Moonbug Entertainment’s entire portfolio. Since coming on board, the brand extension specialist has sought to capitalise on the shows’ popularity with young children as well as the need to keep them entertained and engaged by signing licensees across a broad range of categories.

Character Options join Aykroyds TDP (Nightwear, Underwear & Swim), Poetic (Daywear), Zak (Lunchware), Character World (Bedding).

Product development and marketing plans are underway and The Point.1888 is currently in talks with retailers and distributors.  The range will launch in Q4 2021 with a full EMEA roll out in 2022.

No Kiddin’ Around | Why Playmobil is taking the adult fan market seriously this year and beyond

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It doesn’t take a DeLorean for a journey into your own past, but it certainly does help, as more and more toy companies are seeing audience numbers increase across their kidult product offering. Among them, is Playmobil, a company that is blazing a new trail with its expanded Back to the Future line-up this year.

For Playmobil, the kidult market has become big business. In tandem with the growth of the sector across the entire market, the Germany-based international toy maker has seen ‘substantial growth’ in the kidult market over the last four years. And it’s a trend that has given us some of the most eye-bulging launches in the space to date, from Ghostbusters and Back to the Future play-sets, to the retro appeal of Scooby-Doo.

In January this year, the NPD Group confirmed the growing appeal of the kidult market; an audience now responsible for more than a quarter of toy sales. In its year-end update the group revealed that this adult and teen category now represents 27 per cent of total toy sales, up by 16 per cent since 2016. Fuelled by adults with more time on their hands over 2020, home entertainment, it would seem, no encompasses physical play more than ever before.

So it’s just as well, then, that Playmobil has plans to remain consistent with its emerging new adult audience for the foreseeable future. Here, ToyNews catches up with Playmobil’ marketing communications manager, Adam Moore to explore the company’s success and future plans in the kidult space.

Hi Adam, harking back to the virtual tour you took us on earlier this year, it’s great to see a gear change in output targeting the kidult market from Playmobil this year. Can you tell us how important this market has become for you guys?

Playmobil has seen substantial growth in the Kidult market in the last four years. This was continued in 2020 with the Playmobil 70317 Back to the Future DeLorean which was one of our best performing sets. In 2021 we have more fantastic play sets to offer kidults and collectors including the new Volkswagen Camper and Beetle. The market has allowed adults who remember Playmobil so fondly from their childhood, to re experience the brand now they are a bit older.

What sort of growth have you seen across the kidult sector over the last few years? What have been the key drivers of this growth over the course of 2020?

Kidult’s have become a much bigger part of the toy market in the last few years. Adults are looking for product that is cool and great for collecting. We have experienced this trend in recent years with licenses such as Ghostbusters™ and Porsche, and more recently the 202o launch of the Playmobil Back to the Future product. This audience always wants more to add to their collection so new additions add new experiences and collectability, Playmobil continues to keep the audience engaged with new items like the 70634 Back to the Future Part II Hover board Chase.

 It’s been documented that the pandemic has helped fuel that kidult market, but it was very much on the rise prior to Covid. How long has it been on the Playmobil radar, and will you guys keep a hand in this market for the foreseeable future?

Playmobil has been catering for the Kidult market for a number of years. It remains a continued part of our plans across 2021 with new launches for Back to the Future and new licenses like Volkswagen. There may even be some surprises for kidult fans later in the year.

“The Kidult market is an important part of Playmobil business and continues to grow, there is so much potential out there for Playmobil to continue strongly in this category.”

What do you think Playmobil brings to that kidult market and the demand for nostalgia driven IPs and products? Why is Playmobil an ideal partner for tapping into that kidult market and pop culture demand?

Playmobil brings a true representative look and feel of some iconic licenses and vehicles. It’s a good mix of keeping the look and feel of these iconic license but also adding a Playmobil feel with our own characters. We are able to fuse the need for a true look and feel for the collector but also incorporate a sense of individuality and uniqueness.

 The Back to the Future range is brilliantly executed, what was the process of working with the IP like? What are the creative processes in bringing such a cult classic to the play space through Playmobil?

The Back to the Future range was a really exciting license to work with. The team at Universal continue to support and celebrate the franchise. The original film was 35 years old in 2020 so there was a lot to shout about and a lot going on with retailers, even with the unusual circumstances retail was in last year.

The license continues to be a huge success in 2021 and with the new sets out in May and a further Back to the future advent calendar released in September it is due to be another great year for Playmobil and Back to the Future.

 Likewise, the Scooby Doo collection speaks to multiple audiences, with a nostalgia heavy design – how do you strike the balance between targeting the two audiences?

Scooby-Doo has had such a long history with children watching for over 50 years! It was only natural that Playmobil’s tie up with this iconic legacy brand would speak to multiple audiences. The great thing about Scooby-Doo is that the characters, especially Scooby are so recognisable.

This makes it easy for young children all the way up to adults to identify with the brand in its Playmobil form. When you add into the mix the other iconic elements like the famous Mystery Machine and other well known scenes from the brand, it makes talking to both audiences easier.

 What future do you see for the kidult market in the toy space and in particular, its importance to Playmobil? Is it an area that will only grow stronger?

The Kidult market is an important part of Playmobil business and continues to grow, there is so much potential out there for Playmobil to continue strongly in this category and continue to create toys not just for kids but adults and collectors too.

What’s the next step for you guys in the kidult market space?

We have some new and exciting offerings in the Kidult and collectors market coming up. In May with have two new Back to the Future sets as well as more new Scooby-Doo additions in June

There is some exciting news in July, as we have two brand new special edition Volkswagen Campers and Beetles that will come as part of a limited edition run. Each product will have a individual serial number on the bottom of the product and feature chrome effect detailing making them extra special and perfect for collectors.

WHP Global takes controlling stake in Tru Kids with expansion plans for Toys R Us, Babies R Us

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The New York brand acquisition and management firm, WHP Global has taken a controlling interest in Tru Kids Inc, the parent company to Toys R Us, Babies R Us, Geoffrey the Giraffe brands, and more than 20 established consumer toy and baby brands.

Under the acquisition, WHP will now manage the global TRU business, spanning brick and mortar and digital retail spaces, as it acts to direct its strategic expansion.

WHP has now become a significant shareholder in the Toys R Us and Babies R Us brands which combined generate over $2 billion in global retail sales a year through almost 900 branded stores and ecommerce sites across more than 25 countries.

The move follows a year in which the toy sector has seen a growth across its biggest markets, including the US where, despite the struggles of the pandemic, the industry grew 16 per cent.

WHP is now one among a group of institutional investors in the Tru Kids Inc company, joined by funds managed by Solus Alternative Assets Management and funds managed by the Private Equity Group of Ares Management Corporation.

Yehuda Shmidman, chairman and CEO at WHP, said: “Our investment in Toys”R”Us reflects our belief and passion for the brand. We are thrilled to be taking the reins of the world’s leading toy brand at a time when the category is up 16 per cent and consumer demand for toys is at an all-time high.

“This is a natural fit for WHP, as we can leverage our global network and digital platform to help grow Toys”R”Us and Babies”R”Us around the world.”

Shmidman has extensive experience with the brands, having served as Vice Chairman of TRU since 2019.

For more than 70 years, Toys R Us it has been a destination for children and parents looking for toys. Founded by Charles Lazarus, Toys”R”Us became a globally-recognized household name.

Babies”R”Us was introduced several years after the Toys”R”Us brand was founded, and is recognised as having the largest baby registry across the USA.

In addition, there are more than 20 related consumer brands in the portfolio, including Journey Girls, Fastlane, True Heroes, You & Me, Just Like Home, and Imaginarium.

Including TRU and its fashion brands, WHP manages over $3 billion in retail sales across its portfolio of brands. WHP is backed by a $350 million equity commitment from funds managed by Oaktree Capital Management, L.P. with a leverage facility provided to WHP by funds and accounts managed by BlackRock.

YWOW Games makes US market debut with Kraft Heinz licensed games line-up

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The international games and puzzle company, YWOW Brands has made its big move on the American market with the launch of a new range of Kraft Heinz branded novelty puzzles.

The deal was brokered by Kraft Heinz’s exclusive licensing agency, Brand Central, and arrives as YWOW continues to make waves on the global games and puzzles scene through a portfolio of products that combines some of the most recognisable household brands with puzzles.

Last year saw YWOW secure licensing partnerships with some of the world’s best-loved food brands, including Pringles, Kellogg’s, and Mentos. The range is currently being shipped to over 40 markets around the world amid ‘soaring demand’ for the company’s licensed ranges.

According to YWOW, its Mini Puzzles Kellogg’s and Pringles are ‘rapidly selling out in the UK,’ while growing online sales have taken the range into further international markets.

The company has recently taken on a venture to spread the Novelty Puzzle hype to the USA and to do so, has partnered with one of the country’s own best-loved food brands.

YWOW Brands’ partnership with Kraft Heinz has led to the creation of new puzzle lines. The three brands of focus are ones closest to the hearts of Americans: HEINZ, KOOL AID and JELL-O.

“With the firepower of these brands and the innovative capacity of YWOW Brands, the team is prepared to transform the current Toy market in the United States,” read a statement from the firm.

“The brand-new licensed puzzles will appear in the form of Mini and Supersized puzzles in major retailers, designed using striking bold packaging to catch the eye of the consumer. YWOW Brands is expected to have great success launching their puzzles in North America with a guarantee that the global Puzzle market will never be the same.”

TV games shows The Cube and Lingo land new board game partnerships with John Adams

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John Adams has partnered with the independent distributor, All3Media International to bring new board game adaptations of the popular game show television game shows, The Cube and Lingo, to the UK.

A new board game based on The Cube is expected to land on UK shelves by July this year, replacing a previous version that became a top seller when it sold more than 410,000 units. The refreshed game will be accompanied by a new web-based element.

Meanwhile, the show’s iOS and Android app – which has been live for ten years – was also recently updated with a rebranded games pack and push notifications. A US version of the app is also set to launch later this year alongside the broadcast of Warner Media’s new US series, and an Australian version is in development following The Cube’s recent commission by Network 10 and WIN Network.

The Cube challenges players to complete simple tasks within the confines of a perspex cube. Recently rebooted in the UK as The Million Pound Cube, the format has aired in multiple territories since its debut more than ten years ago.

Elsewhere, and currently under development with an expected launch in the UK this summer, Lingo is a board game adaptation of the classic word-play quiz which debuted on ITV last year. Lingo pits teams against each other in a battle to find words to win big cash prizes.

The show has aired for 29 years in France, over 500 episodes have aired in the US, and it has been adapted in 17 territories worldwide. Lingo was originally produced by IDTV.

Jane Sharp, formats executive at All3Media International, said: “We’re looking forward to the arrival of these new ancillary products for The Cube and Lingo, two evergreen game shows that are now firmly established as viewer favourites around the world.

“As the formats continue to go from strength-to-strength globally, arriving in multiple territories this year, having modern and refreshed complementary products ready to be localised will only add to their appeal.”

Simon Pilkington, group managing director at John Adams Leisure Limited, said: “We are well-known for creating best-selling table-top games based on TV game shows, so we are really excited to be working on both Lingo and the new version of The Cube.

“We are confident that both games will become must-have family board games in 2021, full national distribution for both products is already looking very positive.”

Toymaster cancels Harrogate May Show 2021 and looks towards its 2022 return

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Toymaster has confirmed that its annual Harrogate May show will not take place this year, but instead return for 2022 when it will take up its usual residence at the Majestic Hotel from May 17th to 19th.

The buying group has said that following the recent Government announcement setting out the roadmap out of lockdown, it was  clear that the Toymaster Show would not be able to take place on the original dates in May this year.

As a result, a survey was sent out to all Members and Suppliers regarding a potential alternative date at the end of August, asking if they would attend with any feedback.

The results of this survey showed that while there were still Members and Suppliers who would like the show to go ahead and be able to meet up, many were unable to commit at the date change at this stage, citing reasons related to safety, potential travel restrictions, the proposed dates plus the added “complication of the uncertainty regarding future Covid waves.”

Subsequently, the Toymaster Board has decided that the May Show will not take place in 2021,  and the next show will be at the Majestic Hotel in Harrogate May 17-19th 2022.

“While it is a huge disappointment to have to cancel the show, we believe it is the right decision for all  involved,” said the group in a statement issued earlier today.

“The Toymaster May Show is renowned within the industry, and we feel the show will be a much better success when we know all our Members and Suppliers are able to attend safely once again.

“We look forward to welcoming Toymaster Members, Independent Retailers and Suppliers back to a  spectacular show in Harrogate in May 2022, and invitations for next year’s show will be sent out at  the beginning of January as normal. Let’s look forward to making the 2022 show the best we possibly can.”