Tag Archives: toys

LEGO builds multi-year partnership with Adidas to ‘inspire creativity and foster play’

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The LEGO Group has struck up a multi-year partnership with Adidas to co-create a range of new products aimed at inspiring creativity to foster a more playful, positive and inclusive world for adults and children from all backgrounds and sporting abilities.

The partnership will span products such as footwear, apparel, and hardware, having kicked off last month with the unveiling of the limited edition Adidas Originals ZX 8000 LEGO sneaker.

“It’s our mission to inspire and develop the builders of tomorrow and help children be creative and learn the skills they need to thrive,” said Julia Goldin, chief marketing officer at the LEGO Group.

“Great play experiences are a fun way to learn and build creative confidence, and so is sport – and that’s is why we’re so excited about this partnership. Together, play and sport let children experience collaboration and the principles of fair-play, as well as build mental resilience. These are crucial life-skills that can help children unlock their full potential.”

Aimee Arana, SVP general manager, global training at Adidas, added “Our goal is to use the power of sport to change lives, grounded in creativity as the vehicle to inspire people of all ages and backgrounds. An innovative partner like the LEGO Group allows us to together imagine up new concepts and products that will spark creativity in an inclusive way, particularly helping the development of younger generations.”

Initial partnership discussions started in 2017, and in 2018 the LEGO Group welcomed the adidas team to LEGO House in Denmark to let creativity run wild and determine how best to foster a true fusion of the two brands.

That meeting kicked-off what promises to be a dynamic and fast-paced collaboration, with the first products scheduled to drop before the end of 2020. Products for various sports and an active lifestyle will launch in December and throughout 2021, aimed at both kids and adults and crossing different LEGO themes.

Egmont launches new LEGO Explorer monthly magazine and enters subscription market

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Egmont Magazines is launching a new LEGO Explorer magazine, a monthly publication designed ‘to build curious minds’ and inspire readers to design their own LEGO models and ‘unleash their creativity.’

The magazine has been developed by Egmont Publishing with the support of official LEGO designers and aims to combine the creativity central to the LEGO brand with Egmont’s experience in magazine content. The new title will be focused on learning, discovery and creativity.

The LEGO Explorer magazine will have a STEAM focus, encouraging young readers to go on a journey through the worlds of Science, Technology, Engineering, Art and Maths, as well as teaching them new LEGO skills with inside info from LEGO designers themselves.

Each issue will also offer readers innovative tips and tricks to make the most of their LEGO collection, as well as a collectable LEGO toy. The first issue of LEGO Explorer is dedicated to Marvellous Machines and explores the world of robots and artificial intelligence.

The magazine will be hitting newsstands from October 21st, however, Egmont will also be entering the subscriptions market with subs already available online.

Laura Adnitt, publishing director, said: “We’re sure that LEGO Explorer will be loved by both kids and parents, and the STEAM themes are sure to engage young readers in educational topics alongside their much-loved LEGO bricks.

“We’re delighted to be launching this magazine with a direct to consumer subscription offer. We know that young readers will love collecting all the themed issues, and will revel in building the exclusive LEGO covermounts every month.”

PAW Patrol: The Movie lands raft of 21 UK licensing partners ahead of film’s August 2021 release

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ViacomCBS Consumer Products has secured a raft of 21 UK partners for the popular pre-school brand, PAW Patrol ahead of the slated launch of PAW Patrol: The Movie in August next year. The licensing programme will kick into action from July 2021 and will include new toy lines, apparel, accessories, consumer packaged goods, home, publishing, and home entertainment.

The series producer and master toy partner, Spin Master, will lead the charge with the launch of a specially developed toy line comprising figures, plush, role-play, vehicles, and play-sets, as well as a range of True Metal vehicles.

The roll out will be followed by ranges from the likes of Crayola, VTech, Play by Play, RMS International, Sambro, and Kiddieland, all of which will create toys and games inspired by the new PAW Patrol movie look and feel.

On the home and apparel front, ViacomCBS Consumer Products has partnered with Blues and Fashion UK for daywear, Aykroyd TDP for nightwear and Amscan for costumes. Bedding and textiles will be created by Character World.

ViacomCBS Consumer Products will also continue its partnership with Worlds Apart, Kinnerton, Seabrook, Yoplait and Beiersdorf, as well as joining forces with new partners.

In the publishing space, Signature Gifts will release personalized books, and Egmont is set to release a PAW Patrol magazine special and movie tie-in books. Other partnerships include Danilo for social expressions and DNC and Sambro for back-to-school accessories.

PAW Patrol: The Movie is a Spin Master Entertainment production in association with Nickelodeon Movies and will be distributed by Paramount Pictures.

Venetia Davie, VP of ViacomCBS consumer products for the UK and Ireland, said: “PAW Patrol continues to shine in the pre-school space, dominating across traditional TV, streaming services, digital and retail, with next year’s movie set to be a summer cinema hit.

“We’re excited to be collaborating with such strong partners including Paramount Pictures and Spin Master, ensuring that the magic of the big-screen is translated into products which children up and down country will continue to love long after they have seen the movie.”

Golden Bear appoints Tracy Griffiths as head of brands and licensing amid brace of new recruits

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The Telford-based toy maker, Golden Bear has bolstered its brand and licensing division with the appointment of Tracy Griffiths who takes on the role of division head. In her new position, Griffiths will lead a team of four as the British company continues on its growth strategy in the licensing space.

Griffiths’ appointment is one of a swathe of new recruits to the Golden Bear team as it sets out its plans to drive further growth over the coming years, and expanding on its already 50-strong team.

Becs Henchey joins the company as senior creative development manager, heading up a team of seven, with responsibility for overseeing the creative process across both licensed and non-licensed ranges. Meanwhile, Saskia Hamilton becomes the new international sales coordinator.

“It’s a real coup for Golden Bear to attract talent of the likes of Becs, Tracy and Saskia,” said Managing Director Barry Hughes. “Becs is re-joining the company after a period of 12 years and we look forward to her utilising the skills and experience she has developed to really drive the creative team to new heights.

“Tracy, who is hugely well known and respected within the licensing community, has been working for us as a consultant for three years and it is a pleasure to welcome her on board as a permanent member of the Golden Bear team to head up both brand and licensing within the business.

“Our continued growth in international markets means we are delighted to see Saskia join the team to help drive global sales to the next level. It’s an exciting time for Golden Bear and our recruits are going to help us immensely with the next stage of our expansion plans.

“We have shown how strong and robust the business is despite all the challenges that Covid has brought about this year and we have been thrilled with the way that our staff have responded and how our products continue to resonate with customers.  2021 is already shaping up to be another successful year for the company.”

UK toy retail chain The Entertainer moves into Asda in ‘test and learn’ concession partnership

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The UK toy retail chain, The Entertainer is moving into the supermarket giant, Asda, as part of the grocer’s ‘test and learn’ partnership strategy. The move will see The Entertainer turn the toy aisles of five of Asda’s UK stores into branded concessions from early next year.

Under the terms of the partnership, The Entertainer will have full responsibility for the product range, pricing and merchandising. The supermarket has said that it is in response to a shift in consumer behaviour – brought on by the coronavirus – that sees an increasing number of shoppers looking to complete multiple shopping ‘missions’ in one trip.

This isn’t the first partnership of its kind for Asda who has recently expanded its trial run with musicMagpie to a further 31 stores and has formed a new deal with Per-Scent, the branded fragrance distributor, at its Stevenage store.

Asda said its strategy of bringing brands that are popular with customers into stores began last year with jewellery and accessories retailer Claire’s and has since been extended to partnerships with Greggs, B&Q, musicMagpie and now The Entertainer and Fragrance Point.

“The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers,” Asda partnerships senior director Matt Harrison said.

“We anticipate working with more great brands like The Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”

The Entertainer executive chairman, Gary Grant, said: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in five stores from February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, where ever is most convenient to them.”

Masha and the Bear secures host of UK licensees as Season Four lands on Tiny Pop

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The international animation studio and name behind the popular kids’ show Masha and the Bear, has secured a host of new UK licensees to coincide with the arrival of season four of the animated series on Tiny Pop this month.

In a swathe of deals brokered by the UK licensing agency, Lisle Licensing Masha and the Bear is now moving into licensed backpacks, school bags and fashion bags with William Lamb Group, as well as branded costumes and accessories, tableware, paper decorations, party bags and balloons courtesy of Smiffys.

On top of this, a partnership with The Entertainer will see the UK toy retailer stock Masha and the Bear – Masha’s Songs branded caps in over 170 of its stores nationwide.

The local licensing activity all gets under way as the popular animated series lands on Tiny Pop with its season four debut this month. Called Masha’s Songs, the 13 episode season is dedicated to exploring different countries and their music, values, and culture. The season will see Masha travel the world with her friends.

Tiny Pop is supporting the Season Four launch with a series of marketing activities including a nationwide on-air and digital musical competition, asking viewers to go to the Tiny Pop Artpad and design a picture of the Masha Musical Band.

The competition will run for three weeks from November 9 to November 30 2020 and will raffle prizes from Animaccord’s retail and toy partners, Smyths and Simba Dickie Group. There will also be a separate schedule of Tiny Pop online and social competitions in conjunction with Masha and the Bear toy manufacturers Simba Dickie Group and Tactic. 

Classic toy maker Wham-O strikes partnership with Critical Content for live action TV series

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The independent classic toys maker, Wham-O has partnered with the indie production studio, Critical Content, to develop and create TV content built around the firm’s portfolio of toy brands, including the likes of Frisbee Disc, Hula Hoop, and Slip ‘N’ Slide. The terms of the deal have not been disclosed.

The exclusive agreement now grants Critical Content access to globally recognised IP and the option to create live action TV content. Kicking off the partnership, Slip ‘N’ Slide is to be at the front and centre of a new project tentatively titled Slip ‘N’ Slide Island, the working titles of a competition series centered on the childhood pastime.

Participants will go head to head as they attempt to body-glide their way to glory through a series of obstacles all designed in the spirit of Wham-O’s outdoor game. Match ups will take place in supersized chutes, jumps, and tunnels with winners of each installment getting a cash prize and a chance to compete in a grand finale event against the best of the best.

Slip ‘N Slide has a long history with consumers and has become somewhat of a summer staple since its introduction at the New York Toy Fair in February 1961. Sales of the product – now in its 60th year – have jumped over 180 per cent as many public pools, camps and water parks were forced to close because of the global pandemic.

Todd Richards, president of Wham-O, said: “Wham-O products have always brought out the best in kids and adults alike and this collaboration with Critical Content is indicative of our desire to elevate these nostalgic brands to the next level. We couldn’t be more pleased to partner with Tom, Jenny and their teams to bring Slip ‘N Slide to viewers around the globe in a meaningful way and look forward to creating epic content that celebrates our broader portfolio in the months ahead.”

Tom Forman, Critical Content’s CEO, and Jenny Daly, president, Critical Content Studios, added: “Wham-O is synonymous with good times and fun for the whole family and Slip ‘N Slide is one of the most enduring products in their portfolio for good reason. We all have fond memories of our first encounter with a Frisbee disc, a Hula Hoop and a Slip ‘N Slide and have passed that legacy onto our children, and our children’s children.

“We can’t think of a more uplifting and entertaining inspiration for TV content – all of these brands are immediately recognizable to consumers around the globe and have brought smiles to millions over the years. As we all try to embrace a more optimistic view of the world, we feel privileged to bring the re-imagining of these brands to market for a whole new generation of fans.”

Waxwork Records brings Universal Monsters portfolio to the toys and collectables market

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The US underground and pop culture company Waxwork Records has made its first foray into the toys and collectables market with the launch of Spinatures that kicks off with a partnership with Universal and the studio’s classic horror portfolio.

Aimed at the adult collector market, the new Spinatures launch is a collection of highly detailed turntable-spinner mini busts featuring iconic characters from pop culture, horror movies, and more. Each Spinature is fitted with a hole in their base to easily attach to the spindle of a turntable. They will then spin along with their collector’s favourite vinyl records.

Waxwork Records has grown a cult following of fans from its base on New Orleans, where the record label has made a name for itself specialising in the release of classic cinema, horror, cult, and sci-fi film scores in high quality LP packages. Waxwork revisits the original source master tapes for each release, often times original masters that were thought to have been lost or destroyed for decades.

As such, the firm is a specialist in the cult and underground collectors’ scene, one that it is now tapping into further with the launch of Spinature. The toy and collectables venture will work closely with various studios, rights holders, and family estates to bring officially approved new releases to the line-up.

Spinature is kicking off its venture with its Universal Horror Line developed in partnership with Universal Studios and its Universal Monster portfolio. The first in the line is Frankenstein, designed and produced by Waxwork and featuring the iconic monster from the landmark 1931 horror film. The partnership brings the likeness of actor Boris Karloff to the collectables scene.

More official Universal Monster Spinatures are scheduled to launch this autumn and throughout the Christmas season, including The Bride of Frankenstein, Dracula, The Mummy, The Phantom of the Opera, The Creature from the Black Lagoon, The Wolfman, and The Invisible Man.

Check out the trailer video below:

Jazwares to launch toy line for YouTube’s Like Nastya with lifestyle licensing roll-out to follow

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The next six months will witness the global launch of a new line of toys based on and inspired by the current YouTube sensation, Anastasia (Nastya) Radzinskaya, lead by the leading toy company, Jazwares. The new range will encompass the first Like Nastya doll land in January 2021, followed by toys, games, dress-up, role-play and more.

Anastasia Radzinskaya is a six year old YouTube sensation who has risen to fame having hit more than 170 million subscribers and over 85 billion total views on YouTube – more than any other creator in the world currently. The YouTube channel and its fun, educational videos will now be brought to life through the Jazwares toyline and a subsequent lifestyle collection.

In a suite of new partnerships brokered by IMG Licensing, the brand’s global exclusive licensing agent, and launching just in time for the holiday season, a colorful collection of apparel, accessories, bags and stationery featuring Nastya will be available globally on Amazon by early November, with additional Like Nastya sleepwear, headwear, accessories, bags, girls underwear and apparel collections set to launch in stores and online in spring 2021.

January 2021 will see the first Like Nastya doll, created by leading toy company Jazwares, released exclusively on Amazon, with a full Jazwares collection of toys, games, dress-up, role-play and more set to launch widely online and in stores from spring 2021.

“Over the past couple of years, Nastya has become a global phenomenon and the most popular YouTuber in the world with localized content in 12 languages,” said Eyal Baumel, CEO at Yoola and Anastasia’s manager.

“Her fun, playful, educational, and unique content has created such a deep connection with her fans, that they see her not just as an entertainer and role model, but more importantly, a good friend.

“We are excited to expand the franchise into consumer products that represent Nastya’s spirit and values, and will allow kids and families all over the world to enjoy the Like Nastya experience in a variety of ways.”

Laura Zebersky, chief commercial officer, Jazwares, added: “With her vibrant personality and relatable adventures, it comes as no surprise that Like Nastya has quickly become one of the most popular YouTube channels for kids and parents to co-view.

“We are looking forward to bringing families a robust toy line that embraces the playful, imaginative nature of Nastya’s storytelling and gives kids a new way to engage with their favorite YouTube superstar.”

Gary Krakower, vice president of licensing, IMG, said: “The fact we’ve built such an extensive licensing programme in just a few short months shows Like Nastya’s global influence and ability to inspire and entertain through imaginative, playful and educational content.

“We’re excited to explore additional categories including outdoor toys, footwear, homeware, food and beverage, and arts and crafts.”

Nastya was recently named to Variety’s 2020 Power of Young Hollywood list and is ranked third on Forbes’ 2019 Highest-Paid YouTube Stars list.

Spin Master and Nelvana sign Hachette Publishing for Bakugan book series in France

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The global children’s entertainment company Spin Master and the children’s animated content distributor, Nelvana have struck up a partnership with Hachette Publishing to launch a new Bakugan book series in France.

The partnership will kick off this autumn with the release of two new titles: Le Bakugan Dore, which lands on bookshelves this month, and a second release to land in December this year.

“Building on the strong foundation our team has secured with prime broadcast placement on Gulli and Canal J and along with the support of Spin Master’s international roll-out of toys, we are excited to launch a new publishing programme for Bakugan in France with Hachette,” said Mellany Masterson, head of Nelvana Enterprises.

“Hachette’s leadership and expertise in publishing make them the perfect partner to bring the world of Bakugan to more fans in new ways.”

Season One, Bakugan: Battle Planets (100 x 11 min) and Season 2, Bakugan: Armored Alliance (104 x 11 min) currently air on Gulli weekdays at 4:35PM in France and on Canal J at 6:45PM.

Both seasons air on Cartoon Network in the US, and TELETOON in Canada, as well as on Cartoon Network in Spain, Italy, Middle East, Gulli, Canal J and M6 in Africa, Sony Pop in the UK, Super RTL in Germany, RTL in the Netherlands, Hungary, and Croatia, Nine GO! In Australia, TVNZ in New Zealand, Star in Greece, 1+1 in the Ukraine, PopTV in Slovenia, VMMa in Belgium, and SIA in Lithuania.

Spin Master launched Bakugan: Armored Alliance toys internationally this autumn after a successful launch in North America this past spring 2020. An additional wave of products will also launch internationally this coming Spring. Nelvana, who co-produces the series with Spin Master and TMS Entertainment, manages the franchise’s licensing programs in both France and Canada.

Bakugan: Armored Alliance (104 x 11 min) follows the adventures of Dan Kouzo and his best friends: the first kids on Earth to bond with the mysterious alien creatures known as Bakugan. The fate of not one but two planets rests in the hands of this new breed of Bakugan Brawlers.