Tag Archives: toys

LEGO teams with Hype to launch LEGO Ninjago apparel collection

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LEGO has partnered with HYPE to launch a new apparel collection themed around the Danish toy maker’s hit global franchise, LEGO Ninjago. The 28-piece  collection feature t-shirts, shirts, shorts, hoodies, joggers, jackets, and bags. The range is available from JustHype.com and LEGO.com this week.

The new collection illustrates some of the most memorable moments and characters from the LEGO Ninjago franchise’s successful TV series, its building sets, as well as Japanese and Chinese myths and culture.

LEGO Ninjago’s 2020 TV series witnessed the Ninja enter the new realm of The Prime Empire, an urban and futuristic city that has formed the basis of the inspiration for the Hype partnership. The fashion line will feature mesh panelling, embroidery, on-trend chunky taping, branded neck ribs, and over-sized graphics.

Featuring over-sized silhouettes in the LEGO Ninjago’s iconic colour palette of yellow, deep red, and monochrome, with the placement of the secret LEGO Ninjago language spelling out ‘JUST HYPE’ throughout the collection, each individual tee showcases prints of fan-favourite LEGO Ninjago characters.

New York Toy Fair 2021 cancelled as Coronavirus pandemic continues to cause uncertainty

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The New York Toy Fair 2021 has been cancelled owing to the insufficient resolution of the ongoing Coronavirus crisis across the globe, the Toy Association has confirmed this afternoon.

The annual industry event had been moved from its Q1 February slot to a later date, scheduled to take place from May 1st to 4th this year. However, the US industry body has confirmed this afternoon that it will not conduct the interim trade show this year.

Plans for Toy Fair Dallas remain on course for October 2021 while providing an ongoing mix of physical and digital business opportunities for the industry will be the Association’s focus this year.

“Our foremost consideration is the health and well-being of the global toy and play community and setting a clear path forward,” said Steve Pasierb, president and CEO of The Toy Association.

“We want to provide our exhibitors, retail buyers, and the larger toy and play community with certainty on important destination shows and the ability to take advantage of immediate opportunities through our year-round buying and selling platform.”

As uncertainty about the pandemic persists, The Toy Association remains keyed into what is possible, stating that it will be concentrating on its digital business offerings, before bringing the industry back together in person for Toy Fair Dallas 2021 from Tuesday, October 5 through Thursday, October 7.

The Toy Association is also looking ahead to Toy Fair New York 2022 from Saturday, February 19th to Tuesday, February 22nd in a newly expanded Jacob K. Javits Center.

Toy Fair Everywhere digital market weeks held throughout 2020 successfully helped toy businesses forge ahead amid the pandemic and brought in more than 3,000 buyers from over 60 countries, proving the global potential of the platform for doing business despite travel restrictions and different time zones.

This February, the digital B2B marketplace will further establish its position as the toy industry’s first and only year-round platform, making new business opportunities possible every day.

The Toy Association will also collaborate with additional prospective retailers throughout 2021 on virtual private product preview events, which in 2020 created new avenues for nearly 400 toy makers to get their products on shelves.

The next virtual event with specialty retailer Claire’s is scheduled to take place February 4th.

“These proven digital opportunities should continue to be a critical part of every toy businesses’ mixed sales and marketing strategy,” said Marian Bossard, executive vice president of global market events at The Toy Association.

“As we look forward to our time together at Toy Fair Dallas 2021 and Toy Fair New York 2022, the proof is in the pudding as to the potential of these digital tools and events to serve our members in reaching new audiences.”

Sambro eyes ‘period of accelerated growth’ following £13m funding from Barclays

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Toy manufacturer and distributor Sambro International Ltd is assessing new growth opportunities after securing a £13m funding package with Barclays Bank.

Despite the challenges imposed by the pandemic, the Manchester-based toys and licensed children’s products specialist achieved strong sales throughout 2020. It is now aiming to build on the momentum through its latest funding package.

Sambro currently employs more than 90 staff across its offices in Bury, Hong Kong, and Amsterdam.

Tony Hicks, CEO of Sambro International, said: “We are delighted to be working with the Barclays’ team and have been very impressed with their desire to understand our business and build a strong partnership approach. The next few years will be very exciting for our business.”

Tom Falcon, chairman of Sambro and partner at Elysian, added: “We have been really impressed by Sambro’s resilience and business improvements over this challenging period. Combining Sambro’s highly capable team with Barclays Bank support, the platform has been laid for a period of accelerated growth.

“Sambro can pursue new opportunities and markets and we are excited by the future for the business.”

Barclays’ head of North and Midlands large corporate retail and wholesale, Matt Ryan, added: “Barclays has been building a close relationship with Sambro International since it was acquired by Elysian in 2016 and I’m delighted to see this latest facility put in place to support their continued growth aspirations.”

Asmodee to launch PAW Patrol, Pixar, Marvel, and Minions licensed Dobble

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Asmodee is launching four new licensed editions of its hit speed observation game Dobble this year thanks to a slew of partnerships with PAW Patrol, Pixar, Marvel, and Minions.

Dobble, a game in which players must spot a single matching image between two cards, has grown into a national phenomenon in recent years, becoming the UK’s best-selling game of 2018 and 2019 per NPD Group data.

The game has made a success of previously launched licensed editions through partnerships with The Gruffalo, LOL Surprise, and Harry Potter. In fact, it’s according to Asmodee that the Harry Potter edition practically flew off the shelves throughout 2019.

Beginning with Dobble Pixar, the four new games will be released across 2021, offering new opportunities for fans of each property to find a new way to enjoy the fast-playing game of Dobble.

“Dobble is a game whose format lends itself very well to great licensing crossovers, which we’ve already seen with the phenomenal success of the likes of Harry Potter Dobble,” said Anil Boodhoo, Asmodee UK’s national channel director.

“We’re excited to be partnering with four iconic brands on an ambitious release schedule as we continue to take Dobble from strength to strength.”

Retailers will be able to get an up-close look at these new editions, as well as find out what else is next for the Dobble brand and discover other major new additions to the Asmodee catalogue, at the third edition of AsmoFair – Asmodee’s own virtual trade show.

Running from January 17 to 23rd 2021, the event now features a 360-degree virtual tour of a fully built show stand that brings attendees even closer to the feel of an in-person show. With weekend and evening meeting slots available, retailers can head to asmofair.co.uk for more information or to book a meeting.

Playmobil teams with Volkswagen to launch Camper Bus and VW Beetle models

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Playmobil has extended its partnership with VW to immortalise two of the car maker’s classic models in Playmobil rendering with the upcoming launch of the original Camper Bus ‘Bulli’ from Volkswagen Commercial Vehicles and the popular VW Beetle.

The new range will look to celebrate the innovation, technology, and quality found in the 80 year history of the Volkswagen name, as it brings together two icons in German manufacturing. Playmobil has been a staple of the toy industry since its launch in 1974.

Together, the pair will launch realistic Playmobil models of the iconic vehicles later this month. The VW Camper Van – affectionately known as the “Bulli” – has been a reliable companion for the most diverse challenges in daily life for 70 years.

The cult vehicle carries a carefree “California feeling” that has, over the years, made it a loyal companion for adventures. The Playmobil-Volkswagen T1 Camper Van comes equipped with a seating area, travel kitchen, sleeping area and storage space.

Meanwhile, the second Volkswagen addition to the Playmobil fleet is a legend in its own right. The VW Beetle is a true classic and, with over 21 million units produced, was the world’s best-selling car for a long time before it was surpassed by the VW Golf.

The Playmobil miniature will arrive with a roof rack and plenty of accessories for the next family outing.

“Fans of both brands can look forward to two authentic models that will delight new and long-standing fans alike,” read a press release from Playmobil. “The two Volkswagen legends and PLAYMOBIL will also continue to write automotive history together in the future.”

The two new models will be available from January 15th this year.

Melissa & Doug will continue to evaluate licensing as ‘an area of growth for the firm’

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The global toy maker, Melissa & Doug has expressed its plans to continue to evaluate licensing “as an area to grow its reach”, as it looks for the right platforms through which to reach more parents and children.

The traditional toy specialist hit a major milestone last month when it revealed the details of its ‘biggest push into the licensing space to date,’ through a partnership with ViacomCBS Consumer Products to launch a range of PAW Patrol and Blue’s Clues & You co-branded toys.

The move was billed by the toy maker as its latest steps towards international expansion, offering the firm a ‘larger platform to reach more parents and children’ with the messaging around the benefits of hands-on, open-ended play that has become somewhat synonymous with the Melissa & Doug portfolio.

Speaking with Licensing.biz, the firm has stated that licensing will be an area the company will continue to monitor and evaluate as an area of growth wherever its supports the core mission statement of Melissa & Doug to promote play.

“Right now, we’re focused on and excited about the roll our of the products with Nickelodeon in Fall 2021,” said Dave Henderson, chief commercial officer at Melissa & Doug.

“As a company, we seek opportunities with brands that align with our core values, and like Melissa & Doug, PAW Patrol and Blue’s Clues & You! are grounded in fostering imaginative play, problem solving, and creative thinking.

“The partnership affords us a larger platform to reach more parents and children with our message about the benefits of hands-on, open-ended play. If a child’s love for Marshall or Blue is what introduces them to our brand and the joys of imaginative, tangible, unstructured play, I will consider that a win.”

With licensing representative of around 44 per cent of the global toy category’s revenue, and ViacomCBS – Nickelodeon’s parent company – itself, a top ten toy licensing company, the partnership is certainly more than a little appetising.

The toys designed under the partnership – for both PAW Patrol and Blue’s Clues & You – will be developed to educate and empower pre-schoolers through active engagement, with a focus on problem solving and creative thinking.

Henderson, said: “Both toy lines will showcase the same exceptional quality, attention to detail, and unexpected twists on classic play patterns that have made our brand a favorite of parents and children alike for more than 30 years.

“By partnering with these established properties, we are able to reach 350MM families worldwide, connecting with new audiences and introducing them to the Melissa & Doug brand.

“We will continue to evaluate licensing as an area to grow our reach where it makes sense and only if it supports our message about the benefits of hands-on, open-ended play,” he added.

Keep an eye out for the full interview feature with Melissa & Doug’s Dave Henderson in ToyNews soon.

The Point. 1888 secures raft of licensees for Moonbug’s CoComelon across books, arts & crafts, puzzles and more

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The hit children’s brand, CoComelon has strengthened its licensing portfolio with the addition of no fewer than 11 new licensing partners, thanks to a slate of signings secured by The Point. 1888 on behalf of the pre-school IP owner, Moonbug Entertainment.

The brand extension specialist was brought on board in August 2020 as the master licensing agency across EMEA for CoComelon and other brands under the Moonbug umbrella, including Blippi, My Magic Pet Morphle and ARPO. Since joining, The Point.1888 has sought to build on the fast-growing popularity and awareness of CoComelon, signing licensees that will give the brand products to widen consumer engagement.

New licensees secured by The Point.1888 for CoComelon, include the clothing specialist, Poetic Brands, the underwear specialist Misirli who will produce CoComelon socks, Egmont Books as the master publisher for story, board, novelty, activity, and sound books, and children’s bedding specialist Character World.

Meanwhile, Crayola will create colouring and activity books, Alligator Products will expand on the Crayola offering with complimentary colouring and activity books, RMS International will produce CoComelon wooden puzzles, arts & crafts, bubble kits, and sensory toys, YWOW will create CoComelon branded collectable mini cube puzzles, Danilo will produce greeting cards, and Sinco Creations will produce accessories and playmates.

Finally, Zak will develop a line of lunchware.

These new licensees join CoComelon’s existing partners Jazwares and Bandai, whose products have already proven hugely popular since their launch in A/W as well as Wow! Stuff, Ravensburger, TDP Textiles, Aykroyds & Sons and Egmont Magazine all launching SS2021.

Becky Langer, senior commercial manager of soft goods at The Point.1888, said: “The broad range of deals we’ve secured ensures that CoComelon’s fast-growing audience can build a greater affinity with the brand and still get enjoyment from it even while away from the TV or iPad.

“The growth of the brand is phenomenal and we only expect this to accelerate once product hits the markets and consumers can fully immerse themselves in the world of JJ and the rest of the CoComelon gang.”

Simon Philips, senior in-house advisor, Moonbug, added: “It is great to watch the affinity for CoComelon grow globally and we’re thrilled to bring a broad range of experiences – from puzzles to clothing – to kids and families everywhere.”

Further developments in CoComelon’s EMEA brand licensing programme are to be announced in the coming weeks and the first products are expected to be in stores by January 2021.

Wow! Stuff’s collectables range Wow! Pods tops the Amazon Best Seller Charts

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Wow! Stuff’s recently-launched and hit collectable range, Wow! Pods has risen to in the sales ranking to top the charts on Amazon’s Best Seller list in two categories, a result that the company cites as ‘all the more impressive,’ given that the brand’s TV ads haven’t even aired yet.

“We have some super TV commercials waiting in the wings which were due to air across the usual TV channels in the UK,” said Richard North, Wow! Stuff CEO. “We had seen the sell-through success in other territories and now at UK retail without any promotions at all, so decided to launch with our social media campaign from the KidsKnowBest team.

“The sales at our retail partners has beaten everyone’s forecasts and we’ve now sold out several times and are ranked number one in two categories across Amazon: Kids’ Play Action figures and Collectables Figures and Memorabilia.

“Facebook comments are extraordinary, fans just love them and 2021 will reveal loads of new great brands and rare models for fans to add to their collections.”

Marvel, DC, Harry Potter, and Pixar brands are among the leading licenses within the Wow! Pods collection, while Facebook comments indicate that the Wow! Pods collection has already picked up a broad age range of fans and collectors.

One social media comment read: “See, you’re advertising with young kids which means I’m gonna feel stupid buying em… I’m still gonna. I’m 52 and a nerd so the hell with it.”

JAKKS Pacific extends its global toy partnership with Nintendo for more Super Mario lines

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JAKKS Pacific has extended its global toy partnership with Nintendo of America in a deal that will see the toy maker continue to design, manufacture, market, and sell various Nintendo and Super Mario branded toys worldwide.

Over the course of the last year alone, JAKKS has launched a vast portfolio of Super Mario products to a global audience, and has most recently found success with its Super Mario It’s-A Me Mario! and the Boo Mansion play-set. Both performed well with physical and online retailers.

In addition to a raft of new 2.5-inch figures and play-sets coming in spring 2021, JAKKS will launch a broad line of new plush, varying scales of character-based figures, vehicles, and more.

“We are excited to continue our partnership with Nintendo which started in 2013 and has allowed us to ship tens of millions of figures to fans of the games worldwide,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“We have enjoyed celebrating 35 years of Super Mario this year alongside Nintendo. JAKKS will continue to bring to life these iconic characters in a wide variety of new and unique ways for both kids and fans alike.”

JAKKS Pacific is headquartered in Santa Monica, California and manages a broad portfolio of licensed and owned I.P. brands and products. These product lines include best sellers such as Super Mario action figures, multi-packs, diorama sets, plush, RC Racers, windup toys and play-sets.

Moonbug Entertainment taps Wow! Stuff for new CoComelon pre-school toy range

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The British toy innovation company, Wow! Stuff is continuing its move into the pre-school category having signed a multi-territory licensing agreement with Moonbug Entertainment for its popular 3D animated series, CoComelon.

Launching in 2021, Wow! Stuff will unveil a new range of products based on the kids’ show, with prices ranging from £9.99 to £79.99. It will include a CoComelon activity table, puzzle blocks, night lights, and more.

Richard North, Wow! Stuff CEO, said: “Our mission is ‘to partner with tier one licensed brands and work until our brains hurt to deliver innovation that is on brand and in universe.’

“This new agreement with Moonbug allows us to expand the playful world of CoComelon with new experiences that kids and families will absolutely love.”

Head of product development and licensing, Kenny McAndrew, added: “We have been working with CoComelon for some time and have seen how the brand has captured families around the globe with its educational and engaging content. Now that it’s a Moonbug brand, we’re delighted for what’s to come from our relationship and the new ways in which we encourage play.”

Simon Philips, senior in-house advisor at Moonbug Entertainment, said: “As we look to bring new ways for fans to engage with their favourite characters, we need partners who can create toys and products that truly bring them to life.

“Wow! Stuff’s reputation in developing innovative toys is unparalleled and we look forward to bringing them kids worldwide.”

CoComelon is the world’s most-viewed YouTube channel with over 3.5 billion average monthly views and over 100 million subscribers. The show centers around the everyday experiences of Baby JJ and his siblings and helps preschoolers learn letters, numbers, animal sounds, colors and more.

Its upbeat videos impart positive, prosocial life lessons that provide parents with an opportunity to teach and play with their children as they watch together.

For national and international sales enquiries please contact dawn.lavalette@wowstuff.com