Tag Archives: toys

Green Board Games enters the Wizarding World with BrainBox Harry Potter launch

Posted on by

The popular educational games series, BrainBox is expanding its licensing activity into the Wizarding World with the release of its upcoming BrainBox Harry Potter in May next year. It marks a major development for the Green Board Games team, who has earmarked 2021 as a ‘huge year for the brand.’

Green Board Games was acquired by the Asmodee Group in 2019. The BrainBox games will form a key part of Asmodee’s newly launching Brain Games collection for creative and enquiring minds in 2021

The BrainBox series is a popular range of addictive memory challenges in which players have ten seconds to study a card before answering questions on what they saw. The series has previously covered topics across maths and English, to dinosaurs and football.

The family-friendly gaming brand now invites players to test their knowledge and relive the beloved Harry Potter film series.

Cards will be packed with fun facts about the franchise as well as stills from all of the Harry Potter films, offering youngsters the chance to prove that they’ve got what it takes to be top of the class at Hogwarts.

It’s part of a series of plans for the coming year from Green Board Games.

“2021 is going to be a huge year for BrainBox,” says James Wallis, studio manager at Green Board Games.

“BrainBox Harry Potter is a fantastic way to relaunch the line, followed by a fresh new look for the whole range – including a completely revamped BrainBox Board Game – and the new line of mini-BrainBoxes, in a pocket- and pocket-money-friendly format. We couldn’t be more excited.”

The BrainBox games series has sold over eight million copies worldwide, in 65 countries and 30 different languages.

The Harry Potter edition, as well as others in the series, will be previewed at AsmoFair, the third edition of Asmodee’s pioneering virtual trade show, from 17-23 January.

Now including a 360-degree virtual tour of a fully built show stand, the event is an opportunity for retailers to get a closer look at must-have products for the year ahead from Asmodee’s vast range of games and collectibles.

Weekend and evening meetings are also available – buyers can head to asmofair.co.uk to book a slot.

Master Moley ‘will drive a major licensing roll-out’ but timing for the property will be key

Posted on by

The new British-made children’s property, Master Moley – that witnessed a successful premiere on WarnerMedia’s Boomerang channel just last month – has been the focus of ‘several proactive approaches from publishing and toy partners’, as the creative team behind it promises to be meticulous in its licensing strategy.

Master Moley made its debut in November as a TV special on the Boomerang channel that launched to more than 100 territories across EMEA. Following a ‘phenomenal start’, the show’s creator James Reatchlous is among the team now in production on a full Master Moley animated series.

The Misadventures of Master Moley will comprise 52 episodes and will continue the adventure of Master Moley and his friends. In addition to this, a feature-length film is also in development.

“Master Moley has got off to a phenomenal start,” Reatchlous tells Licensing.biz. “We’ve already received proactive approaches from both publishing and toy partners. We are in a good position and making sure each step that we take is exactly the right one for this unique property.

“All of the elements are there for a full, cross-category merchandise programme and as soon as the time is right, we’ll be in discussions with the key partners straight way.”

Master Moley follows the adventures of the titular hero, a mole residing under the foundations of Windsor Castle, who finds himself on far-flung escapades as children and audiences travel with him, exploring the world and different cultures.

Here, Licensing.biz catches up with Master Moley creator, James Reatchlous to learn more about the plans for the British-made children’s property, the perks of launching an IP through Roblox, and why timing will be key to the success of the IP’s comprehensive licensing programme.

James Reatchlous with his two daughters, for who he created Master Moley

Hi James, and first up – congratulations on the strong positive reception to Master Moley. That must be very encouraging as you start to look at wider licensing plans for the IP. What do you think Master Moley brings to audiences and to the licensing space?

Master Moley has got off to a phenomenal start. We are really thrilled with the reaction the TV Special has received following its premiere on Boomerang in November. Viewers in over 110 countries across EMEA met Master Moley, and I couldn’t be more delighted.  The feedback and response has been incredible, it’s a really strong start for us.  I’m confident that this is just the starting point as we build our audience ahead of the launch of our commercial plans.  

 I truly believe that Master Moley is just what we all need right now – bright colour, optimism, kindness and adventure. At its core it is a fun and wholesome entertainment show that appeals to the whole family, and crucially it really sparks the imagination of young viewers. The underground world of MoleTown is a rich creative canvas that enables our characters to have adventures all around the globe – something we’ll see a lot more of in the series.  

Moley is such a charismatic character, but he also has lots of friends in the TV Special and upcoming series, so there really is something for everyone. A wide variety of characters, gadgets, and locations will feature in the series  and we’re supporting the growth of the audience through high profile digital led initiatives right from the outset.    

The partnership with Roblox looks brilliant. Why does this mark an important step in building out a licensing programme for Master Moley? How does this deal help you tap into the core audience for the property?

We couldn’t be happier with the Roblox computer game, it’s great fun and a fantastic way for children to find and engage with new content safely. We wanted to start building the brand outside of the TV space, and so we worked with specialist agency Dubit to develop the Roblox game. This was a strategic move to go to where the children already were, to raise the brand recognition.  

We launched the game just before the special aired on Boomerang to capitalise on the audiences who tuned in, and vice versa, for those who found the content via Roblox, it encouraged them to go and watch the animation on Boomerang. It was a great success with over 60,000 plays in the first week. We have followed the launch with some great videos by Roblox influencers who have capitalised on the excellent start that we’ve made and grown our player base even further.

Roblox serves an incredibly important role for us – not only does the platform enable us to introduce Master Moley to their incredible user base, it will also continue to build the Master Moley fanbase in between the premiere of the 30-minute special on Boomerang and the series launching in 2021. Roblox provides both a bridge between the special and the series, where children can discover and engage with MoleTown and the universe of Master Moley, and visibility when he’s ‘off’ our TV screens, driving enthusiasm for the series during this time.  

You’ve mentioned to us before that you have extensive licensing plans for Master Moley. Could you talk us through these? Where would you like to take Master Moley?

There’s a rich universe in Moletown which brings in elements of upcycling alongside exciting locations and innovative vehicles… the lives of the characters in the show and the items with which they interact, really provide a great opportunity for similar lines of product in the real world.

We are very well aware that the commercial world revolves around the ability of a brand to reach its audience. Whilst we believe we have a brand with huge potential and there is tangible excitement among our commercial partners, the licensing roll out will be slow and phased and we will only begin pitching to partners in earnest once we know the audience reach is there to enable our licensees to be successful on shelf. Watch this space as the audience is set to grow quickly.

What sort of partnerships do you think will be the integral to the licensing success of Master Moley? Are you looking for toy partners for the property, and if so, what do you think Master Moley can bring to the toy space?

We’ve already received proactive approaches from both publishing and toy partners. We are in a good position and making sure each step that we take is exactly the right one for this unique property. We already have a movie special and a 52-episode TV series, not to mention a feature film in the works, all of which will support the growth of the brand creatively.

We are completely focused on delivering the audience. All of the elements are there for a full, cross-category merchandise programme and as soon as the time is right, we’ll be in discussions with the key partners straight away.

Ultimately, Master Moley is a brand which will be able to drive products from major toy lines to publishing, soft lines and home… but timing is key and we have brought in a team of the industry’s leading professionals to ensure we get this right… your readers will no doubt be hearing from them.

What do you think is key to Master Moley’s success on the international scene? As Master Moley continues to grow in the international markets, how will you maintain the core values of what makes it unique?

Master Moley is truly international. He might currently reside under Windsor Castle in England but his adventures take him all over the globe, which will appeal to audiences worldwide. Children can travel with him exploring the world and different cultures.  And there are plans to have episodes take place in different countries, to widen that appeal.  

The beauty of animation of course is that you can translate it into different languages. We have a stellar British cast for the English-speaking territories, including Gemma Arterton, Warwick Davis and Julie Walters, but we can cast amazing international actors for different languages and territories. It opens up enormous possibilities for Master Moley to become a truly global powerhouse. 

At the heart of Master Moley are charismatic characters, whose values are shared around the globe – kindness, enthusiasm, friendship, adventurousness, love… all with a desire to learn, meet new people and find a positive way out of slightly sticky situations. That is a key thread throughout each episode.  

What’s the next step for you?

We are currently in production on the Master Moley series, The Misadventures of Master Moley, which will comprise of 52 x 11-minute episodes and continue the adventures of Master Moley and his friends – including lots of new friends and places to explore. In addition to the series, we are developing a feature-length film adventure for Moley.

The world is Master Moley’s oyster! 

CoComelon passes 100 million YouTube subscribers, 100 billion views and sees ‘sell-out success’ of Jazwares toy line

Posted on by

Moonbug Entertainment has hit several record-breaking milestones for its wildly popular CoComelon brand having surpassed 100 million subscribers on YouTube and clocked nearly 100 billion views on the social media platform.

According to Forbes, CoComelon has also just broken records on Netflix where it pre-school series debuted on June 1 this year and, as of December 5th, made 100 consecutive appearances on the Top 10 in the US, outpacing all content categories for both kids’ and adult programming.

The new records have been set all within what has been earmarked by Moonbug Entertainment ‘as an unprecedented year of growth for the brand.’

“The brand ethos of CoComelon is simple: make kids happy and smart through fun and relatable content. That’s been our brand’s mission since creation, which is why CoComelon has not only remained a family favorite but has seen such exponential growth,” said Patrick Reese, general manager at Moonbug, CoComelon.

“Our content speaks to children through relatability and the age-appropriate nature of the show keeps them entertained and parents relieved.”

In addition to on-screen popularity, the CoComelon toy line with consumer products leader Jazwares has reportedly ‘been flying off the shelves.’

Moonbug and Jazwares have been working with retailers including Amazon, Target and Walmart to replenish stock so parents can access the products. The line features characters and items inspired by the show and includes a wide array of categories, such as plush, vehicles, figurines and role play.

“JJ, his friends and family have been a bright light for children since the brand’s inception,” added René Rechtman, co-founder and CEO, Moonbug. “As kids across the globe look to CoComelon for relatable content, we’re continuing to grow the show. This is just the beginning of the brand’s global growth as we work to expand the franchise both on and off the screen.”

CoComelon teaches children how to take on everyday activities and role models positive behavior with a sense of enthusiasm. Kids can easily relate to the universal themes and everyday narratives such as eating your vegetables, learning to tie your shoes and getting ready for bed.

With its bright and bold colors and cheerful nursery rhymes and phrases, CoComelon attracts children aged one to four to sing and dance along with Baby JJ and his siblings as they learn letters, numbers, animal sounds, colors and more.

CoComelon is available on all major platforms including Amazon, Spotify, Apple Music, Roku and Netflix.

Spin Master establishes three creative centres and names Max Rangel its incoming global president and CEO

Posted on by

Major shifts at the global children’s entertainment company, Spin Master, have seen the appointment of Max Rangel to the role of global president effective January 2021 and CEO, a role he will take on from April 2021.

The company has also revealed the establishment of three creative centres comprising Toys, Entertainment and Digital Games.

Rangel’s appointment has been made as Spin Master’s co-founders and current co-CEOs, Ronnen Harary and Anton Rabie prepare to transition out of their positions to take up their leadership roles on the Board. Harary will continue to guide the growth of the digital games and creative centre, while Rabie will continue to provide input on Spin Master’s global culture.

Both Harary and Rabie will remain involved in business development and all mergers and acquisition activity at the company.

Rangel is a seasoned executive who brings extensive experience in leading consumer-focused and high performing teams, developing innovative marketing and brand management programs and managing complex operations. Most recently, he held progressive positions with SC Johnson & Sons serving as SVP, president of lifestyle brands in international markets and SVP, president, Asia Pacific, Africa, Middle East and Russia regions.

Prior to this, Rangel spent 22 years at Procter and Gamble and over three years at The Hershey Company.

Spin Master also detailed its plan for executive leadership development. The company has established three creative centres comprising Toys, Entertainment and Digital Games.

Chris Beardall, a toy-industry veteran with over 20 years at Spin Master, who is currently executive vice president of global sales, will be appointed president, Spin Master Toys, overseeing the toy creative centre. Beardall will champion profitable growth across the entire toy portfolio.

Meanwhile, Jennifer Dodge, an entertainment-industry veteran, who has been with Spin Master for 12 years and who is currently executive vice president, Entertainment, will be appointed president, Spin Master Entertainment. Dodge will oversee all aspects of the company’s entertainment creative centre from franchise growth through to content development, production and distribution globally.

Fredrik Loving, a digital games industry expert who previously held leadership positions at Electronic Arts and other leading digital games companies and who recently joined Spin Master as executive vice president, Digital Studios, will be appointed president, Spin Master Digital Games. In this new role based in Sweden, Loving will oversee Spin Master’s digital games creative centre from managing game development at Toca Boca’s and Sago Mini’s Stockholm and Toronto studios, through to sales and platform growth.

“Since founding Spin Master together more than 26 years ago, we’ve grown from a single, item-driven business to a leading global children’s entertainment company with three thriving creative centres in toys, entertainment and digital games,” said Harary.

“With a well-defined long-term vision and a strong executive management team in place, we believe the time is right to transition Spin Master beyond its founders on a day to day operating level. This natural transition will allow Anton and I to emphasize our strategic roles where we can focus our efforts on shepherding Spin Master’s course for the future.”

Spin Master’s third co-founder Ben Varadi will continue in his role as chief creative officer supporting all three creative centres and will remain on Spin Master’s Board.

“As we take the next step in the evolution of Spin Master, we’ve assembled an exceptional global team poised to deliver on our long-term vision,” said Rabie.

“Max is an extraordinary business leader with a tremendous track record of leading global teams and harnessing the full potential of individuals to achieve outstanding results. Collectively, we will continue to nurture a culture where innovation drives growth and where we continue to deliver the most imaginative experiences for kids and families around the world.”

Rachel Lowe launches The Elf on the Shelf Board Game through Rocket Licensing deal

Posted on by

Award-winning board game designer Rachel Lowe has partnered with The Lumistella Company to bring its flagship property, The Elf on the Shelf to the traditional board gaming space in time for Christmas. The move acts to cement Elf on the Shelf as part of the festive tradition for families across the UK.

In a deal brokered by the UK licensing agency, Rocket Licensing, Rachel Lowe’s official The Elf on the Shelf Board Game plays out the story of Scout Elves who fly back to the North Pole each night to report to Santa who has been naughty and who has been nice. Nice players are rewarded with Candy Canes, while naughty ones lose their candy cane collection.

Designed as a family-friendly title, the games sees player take turns on the spinner to determine their naughty of nice fate, as well as face challenges along the way, including Snowball Fights to collect an extra candy cane. The player with the most candy canes wins the game.

The game is released alongside The Elf on the Shelf Snap Card Game depicting Scout Elves.

Rachel Lowe said: “I love Christmas and I am absolutely delighted to be working with The Elf on the Shelf to create a range of products that any child will love to have this Christmas.

“Every year parents come up with elaborate and funny activities for their elves which they share on social media. I’m really excited to be able to contribute to this Christmas tradition which is such a big part of families’ festive holidays.”

The Elf on the Shelf launched in the UK in 2015 and quickly became a family favourite. Rocket Licensing, which manages the licensing rights for The Elf on the Shelf brand in the UK and Eire, has already predicted that 2020 will be the biggest Christmas ever for the property, which started life as a book and Scout Elf in 2005.

In a recent survey, over half of mums had top of mind awareness of the loveable elf, which also ranked as the third most popular Christmas tradition for children (2019 MMR survey).

The Elf on the Shelf Board Game is available alongside Rachel’s current range, including Call the Midwife and WWE: Road to WrestleMania.

The WWE: Road to WrestleMania board game, released in 2019, is available with a 500-piece puzzle and playing cards, allowing WWE fans across the UK to become part of the electrifying global pop-cultural event. The products featured WWE Superstars including John Cena, Roman Reigns, Seth Rollins and Becky Lynch and have been popular with WWE’s passionate fanbase.

The Call the Midwife products (board game, puzzle and playing cards) have continued to be popular in their third year of release.

Rachel said: “Call the Midwife is a show with a dedicated following and the new series next year, along with the Christmas special, will be very popular. I will be looking to update the game and puzzle to keep it in line with the new characters and story lines coming in future series.”

Diary of a Wimpy Kid joins kids’ audio platform Yoto Player

Posted on by

Yoto, the team behind the award-winning audio platform for children, Yoto Player, has struck up a partnership with the internationally best-selling children’s book series Diary of A Wimpy Kid to bring three popular stories to the system.

Diary of a Wimpy Kids, Diary of a wimpy Kid: Rodrick Rules, and Diary of a Wimpy Kid: The Last Straw will now be available on the Yoto Player in the form of Yoto Cards. The stories will each help children learn about important themes such a friendship, fitting in, and standing up for yourself.

The new stories will also encourage kids to enhance their imagination through screen-free audiotime.

The Yoto Player is controlled using physical cards that are inserted into the Player which plays audio content. Additionally, Yoto’s audio cards have the ability to play content through the app by simply tapping the card to the back of a compatible smartphone. The free-to-download Yoto smartphone app also contains a selection of free content available to all, and allows families to play their library of audio through other Bluetooth speakers.

“Providing kids with unique ways to interact with leading children’s stories like Diary of a Wimpy Kid is important to us,” said Ben Drury, CEO and co-founder of Yoto. “Yoto is built to help children take learning and creative play into their own hands, and partnering with The Diary of a Wimpy Kid helps us equip kids with the tools they need to learn and let their imagination wander.”

Vanessa Jedrej, global brand manager, Wimpy Kid Inc, added: “We’re really glad to partner with Yoto to extend our Wimpy Kid audio experience to young readers. Bringing entertainment and fun to kids in an accessible way is at the nerve-center of both our organisations and we hope our partnership will bring hours of laugh-out-loud listening to new audiences of kids.”

The The Diary of a Wimpy Kid cards are available now from £8.99 from www.yotoplay.com and Amazon.co.uk.

Bing-le bells: Pre-school IP lands major Italian toy retail presence this Christmas shopping season

Posted on by

Acamar Films’ flagship pre-school property, Bing, is to be a big presence across Italy this Christmas, thanks to the implementation of a marketing strategy throughout the region’s largest toy and retail stores, spearheaded by the Italian licensing agent, Maurizio Distefano.

The aim is to strengthen the Bing property and the consumer awareness around it both in-store and online throughout the key trading period.

Kicking off the strategy, leading Italian toy retailer Toys Center has set up new branded shelf areas dedicated to the popular pre-school series. With over 90 locations participating and with some areas including a light-up display, the concept will make it easy for consumers to make their Bing purchases this season.

Bing will also have a significant branded area at Toys Con Te, starting at the retailer’s newly opened location in Rome Tiburtina. Bing will then roll out across the retailer’s best-performing locations. 

On top of this, and through a collaboration with Bing’s master toy partner Giochi Preziosi, 157 Bing-branded bay areas have been created for Italy’s main mass-market retailers, including Carrefour, Finipier, Conad, Bennet, and Mondadori.

As Bing’s presence continues to grow in stores, the hit pre-school show’s e-commerce footprint is also expanding. Toys Center and Acamar Films recently collaborated on a dedicated Bing shop-in-shop on the Toys Center website. Various Bing products are now available to purchase via a direct link on Toys Center’s home page.

Acamar Films has also launched an Italian Bing Store on Amazon which was recently highlighted in a successful paid media campaign ahead of Amazon Prime Day on October 13th to 14th.

The series is currently number one on Rai Yoyo’s RaiPlay app and is the most watched series on DeA Junior. Pre-school fans have also been treated to the release of two new episodes on Rai Yoyo this November, including a Halloween episode and the Nicky Nicky episode.

In addition, as part of Acamar Films’ multi-platform distribution strategy, the Italian Bing episodes (together with various educational games and activities) are available to stream and download through the recently launched Bing app called Bing: Watch, Play, Learn, and on the official Italian YouTube channel.

The YouTube channel today boasts an average of 30 million views each month. Bing is also available on TIMVision’s on-demand platforms and on Amazon Prime Video in Italy.

EPOCH making toys: “2021 is a year of huge potential for our Super Mario Games”

Posted on by

EPOCH making toys has earmarked 2021 as a ‘year of huge potential’ for Super Mario Games, as the international toy firm prepares to bolster a range of official Nintendo licensed products launched to UK retail this autumn/winter.

Its current portfolio, comprising the Super Mario Balancing Game that challenges players to balance Mario characters on a swaying stage, the Super Mario Blow Up Shaky Tower, that sees characters attempt to scale a tower, and the Super Mario Piranha Plant Escape, a plant dodging board game, has been launched to a ‘resounding success.’

The toy firm will now expand the reach of the initial launch portfolio as well as grow the range through autumn/winter 2021 in the lead up to next Christmas.

“We see 2021 as a year of huge potential for Super Mario Games,” Kim Nicholls, brand manager at EPOCH making toys, told Licensing.biz. “We’ll have more product in the market and be able to support the range with a multimedia marketing plan.”

Nicholls’ plans follow what she has dubbed a ‘hugely positive response’ to the launch of the initial line of games this year.

“We don’t see the momentum slowing down in 2021, especially with the ramp up to the feature film in 2022,” she added.

2020 has marked a year of high activity for Nintendo’s Super Mario brand that – sharing its 35th anniversary year with Epoch’s own Sylvanian Families – has found itself the focus of a brand re-invigoration within the toy space, that includes a major new partnership with LEGO and licensed ranges from Hasbro.

“The appetite for the Super Mario license is immense in the UK at the moment and as a company we are proud to launch an exciting range of games for such a beloved brand,” continued Nicholls.

“Epoch Head Office has a long-standing relationship with Nintendo that we are thrilled to be bringing to the UK.

“Our Super Mario Games truly offer something for everyone. The variety of gameplay styles within the range vary from solo to group play, balancing challenges to more traditional board game play. The Link System also allows for the games to be played together, which offers players a new experience each time.

“We think Super Mario fans will be wowed by the attention to detail in our game figures, which have huge collectability.”

As the company prepares to extend the portfolio through the coming year, EPOCH making toys has also teased a new addition to the popular Aquabeads line up.

“Not only is the Super Mario Games range an exciting new endeavour for Epoch Making Toys, but fans of Super Mario should also keep their eyes peeled for an exciting launch with Aquabeads later in 2021,” Nicholls concluded.

Big Picture Licensing named UK and Eire licensing agent for Brave Bunnies as portfolio plans get underway

Posted on by

Big Picture Licensing has been appointed the exclusive licensing agent for the UK and Eire, and master agent across EMEA and APAC for the animated pre-school series Brave Bunnies.

Created and developed by the Ukrainian creative production hub, Glowberry, the new series aims to blend the traditional feel of a pre-school property with modern and relevant themes of diversity and inclusivity. It follows the adventures of two brave and curious bunnies who journey through their world on the Bunny Bus in search of new friends.

52 episodes make up season one that, thanks to a partnership with Aardman as global content distributor, has already been placed with the likes of Milkshake and Nick Jr in the UK, SuperRTL in Germany, ABC in Australia, SVT in Sweden and more. The  show has already gone live in some territories, with further international roll-out scheduled during  Q1 2021.

On a global scale, Brave Bunnies has appointed a portfolio of licensing agents that includes DeAgnostini in Italy, and LaPanaderia, the master agent for the property in Latin America. Meanwhile, Big Picture Licensing has signed up a roster of leading agents in their respective regions, including CPLG for Benelux, Nordics, CEE, and Southern Europe, CLM for Africa, Centa IP in Australia and New Zealand, and Mediogen in Israel.

Brave Bunnies licensed products are set to roll out from Easter 2022, with Spin Master leading the charge as the property’s global master toy licensee. The firm will develop a range of pre-school toys based on the series. On top of this, Big Picture Licensing has signed up Penguin Random House as a strategic multi-territory licensee, joining Planeta Libra as publishing partners.

Brave Bunnies has already gone live in some territories, with further international roll-out scheduled for Q1 2021. A complimentary and comprehensive digital content plan is also in development. At MIPCOM last month, Brave Bunnies was the second most viewed show in the MIP Junior Screenings  Library (and number one in its preschool target-demo), and unsurprisingly interest is brewing in the licensing  arena. 

Sergey Molchanov, CEO at Glowberry, said: “We have taken a lot of care to ensure that Brave Bunnies has received the best quality treatment from the off, and we are delighted to maintain that  standard across our key commercial partner appointments.

“We’re grateful for the support and the  broad positive response to our property, and we’re just getting started.” 

Dan Frugtniet, MD at Big Picture Licensing, added: “We’re extremely proud and excited to be  working with Glowberry on this wonderful property, and delighted, but not at all surprised at the strong start – without exception, everybody who we have showed Brave Bunnies to has been  overwhelmingly positive about it.

“As well as finalising APAC agency appointments, we’re now  looking to secure UK licensing partners in all major product categories. Please get in touch to discuss  how you can hop on the Brave Bunny Bus.”

Bulldog Licensing signs Bioworld for Care Bears apparel and accessories

Posted on by

Bioworld is on board to create and launch a range of apparel and accessories inspired by the popular Cloudco Entertainment brand, Care Bears, targeting kids of all ages as the Care Bears licensing programme continues to grow.

Fast approaching its 40th anniversary, Care Bears continues to appeal to a wide range of fans, encouraged in their purveyance of the brand by an ever-increasing licensing portfolio, managed in the UK by Bulldog Licensing. The latest partnership with Bioworld will act to leverage the universal love for the property.

Fashion partners for the Care Bears brand already include the likes of Tikiboo and its athleisure range, Irregular Choice and its footwear line, and Dolls Kill with its clothing collection. The brand even returned to the kids’ aisles earlier this year when Basic Fun launched its toy line.

Having been met with strong sales and keen reception in the US market, Basic Fun recently launched its toy range to the UK where it is currently experiencing very strong sell-through already. The range is being supported with a heavyweight marketing campaign featuring two TVCs for both its plush and interactive Care Bears.

Meanwhile, the Care Bears’ broadcast partner Tiny Pop is supporting the series Care Bears: Unlock the Magic with daily slots on the channel. New partnerships with Sky and Moonbug now further position Care Bears for significant growth in the kids market here in the UK.

Bioworld joins other children’s partners, including Zak for homewares, Whitehouse Leisure, Redan, Aardvark, Crackerjack, and the Fun to Learn magazine.

Rob Corney, MD of Bulldog Licensing, said: “We’re thrilled to have Bioworld on board for Care Bears apparel. The brand has built a strong following over the past 38 years and has devoted fans who grew up with Care Bears, as well as an ever-growing following of little ones who are discovering the brand for the first time.” 

Roubina Tchoboian, VP of international licensing, added: “Bioworld joins at an exciting time for Care Bears, as the brand is continuously building with a range of best-in-class partners creating show-stopping ranges and collaborations.”