Tag Archives: toys

Mattel launches Barbie Loves the Ocean, its first range made from recycled plastic

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Mattel has taken its latest step forwards in its mission for better sustainability across its product portfolio, with the launch of Barbie Loves the Ocean, its first fashion doll line to be made from recycled plastic.

The launch is in line with the toymaker’s goal to achieve 100 per cent recycled, recyclable, or bio-based plastic materials across all of its products and packaging by 2030.

“This Barbie launch is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson, president and chief operating officer, Mattel.

“At Mattel, we empower the next generation to explore the wonder of childhood and reach their full potential. We take this responsibility seriously and are continuing to do our part to ensure kids can inherit a world that’s full of potential, too.”

The Barbie Loves the Ocean Collection features three dolls whose bodies are made from 90 per cent recycled ocean-bound plastic parts and an accompanying Beach Shack play-set with accessories made from over 90 per cent recycled plastic.

Mattel has also outlined the Barbie brand’s future-looking dedication to utilising its global platform to create a ‘better world for kids everywhere’ by focusing on diversity and inclusion, equal opportunities, and now sustainability, via its Barbie Loves the Ocean Collection as well as its Forest Stewardship Council goal to achieve 95 per cent recycled or FSC-certified paper and wood fiber materials in its packaging by the end of the year.

The activity is all being housed under a new campaign from the brand titled The Future of Pink is Green. Launching in partnership with BBH LA, the campaign will leverage the brand’s historic association with pink – as well as the association of green with protecting the planet – to communicate Mattel’s next steps in its sustainability goals.

“Our 62-year legacy is steeped in evolution, as we consistently drive forward initiatives designed to better reflect the world kids see around them. Barbie Loves the Ocean is a prime example of sustainable innovations we’ll make as part of creating a future environment where kids can thrive,” said Lisa McKnight, senior vice president and global head of Barbie and Dolls, Mattel.

“We are passionate about leveraging the scope and reach of our global platform to inspire kids to be a part of the change they want to see in the world.”

The Barbie programme is one of a number of launches supporting Mattel’s corporate goal to use 100 per cent recycled, recyclable or bio-based plastic materials in all products and packaging by 2030.

Other efforts include the recently launched Mattel PlayBack, a toy takeback program designed to recover and reuse materials from old Mattel toys for future Mattel products and Drive Toward a Better Future, Mattel’s product roadmap to make all Matchbox die-cast cars, play-sets and packaging with 100 per cent recycled, recyclable or bio-based plastic materials by 2030.

Last year, Mattel also introduced several toys that ladder up to this commitment including the Fisher-Price Rock-a-Stack and Fisher-Price Baby’s First Blocks, made from bio-based plastics, three MEGA Bloks sets made from bio-based plastics, and UNO Nothin’ But Paper, the first fully recyclable UNO deck without cellophane packing materials.

Stateside | Pokemon, Marvel, and Barbie help fuel US toy sales surge as market grows 27 per cent

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Major properties including Pokemon, Barbie, Star Wars, and LEGO have contributed to a booming first quarter toy sales in the US that witnessed an increase of 27 per cent between January and April 2021, according to The NPD Group.

Ten of the 11 super categories tracked by the NPD posted double digit growth versus the year prior, contributing to a sales increase totalling $1.5 billion in the first four months of the year.

All super categories posted a positive two year compound annual growth rate, with seven super categories showing double digit growth rates compared to 2019. The market is led by the Outdoor and Sports Toys category, which – having experienced gains of $324 million – continues to be the largest super category, with $1.6 billion in sales.

The Plush market witnessed the fastest dollar growth in the first quarter, surging 44 per cent on 2020 numbers.

“As we lap the lockdowns of 2020, the super categories that had surging growth last year, like Games and Puzzles, appear to be slowing down,” said Juli Lennett, vice president and industry advisor, US Toys, The NPD Group.

“However, it’s important to realize that sales are still strong for Games and Puzzles in 2021 which is reflected in the two-year CAGR growth of 34 per cent, the fastest growth compared to 2019 of all super categories.”

Strategic Trading Cards has been marked among the top growth sectors, driven in large by Pokemon but holding strong across all 96 classes tracked by the NPD.

Pokemon has been highlighted as the top growth property year-to-date, followed by the likes of Barbie, Star Wars, LOL Surprise, Marvel Universe, Hot Wheels, Little Tikes, NERF, LEGO, Star Wars, and Funko Pop.

Collectively, these ten properties grew 48 per cent while the rest of the market grew 22 per cent from January to April 2021.

“We can’t understate the impact that federal stimulus payments had on toy industry performance this year,” said Lennett. “The follow up to that will be the child tax credit which will provide cash in the hands of parents each month starting in July and through the end of the year.”

Licensed toy sales grow 45 per cent across China as NPD reports ‘sales surge’ across the region

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Sales of licensed toys in China have grown 45 per cent in the first quarter of the year, amid a solid growth of 16 per cent of the overall Chinese toy market to hit $1.2 billion (USD) in the first four months of the year.

Top gaining toy licenses in the region include the likes of Ultraman, Lamborghini, Mercedes-Benz, Ferrari, and Disney’s Frozen as licensed toy sales take the lead on sales of non-licensed toy for the same period, that witnessed a more modest growth of 13 per cent in Q1.

The country posted the highest growth rate for the quarter in January this year when it saw sales increase 34 per cent, driven primarily by purchases made for the February 12th Chinese New Year celebration.

It’s according to a new report from The NPD Group that all toy super categories posted growth in Q1 2021, led by infant, toddler, and preschool toys which increased three per cent. Other top performing super categories in the region included Building Sets, Outdoor and Sports Toys, Action Figures and Accessories, and Explorative and Other Toys.

The Outdoor and Sports Toys posted the highest gains in value sales with an 18 per cent increase over Q1 2020, reaching $192 million.

Sales in China’s toy market was dominated by Chinese manufacturers, with only four out of top 10 manufacturers being global.

“China is the world’s second largest toy market and the world’s largest toy production base,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “It’s a country that is primed for savvy international brands seeking opportunities in new markets. Even if the rate of growth slowed in 2020 due to the global pandemic, China over-performed other countries in the region and is already bouncing back.

“With the latest relaxation of the two-child policy and an ever-increasing middle-class population, we expect the Chinese toy market’s healthy growth to continue.”

According to NPD’s 2021 Chinese New Year Gift Study, Toys and Games were the holiday’s most requested gift categories for Chinese children. When making their holiday gift wish lists, 46 per cent of children requested toys that featured their favorite cartoons, television programs, and movies.

Social media had a significant impact on children’s wish lists as well with 45 per cent of children asking for toys they saw on short video platforms like TikTok and WeChat.

Chinese consumers spent an average of $91 on Chinese New Year gifts in 2021, a 39 per cent increase when compared to Q1 2020. Online shoppers spent an average of $12 more than consumers who purchased toys at brick and mortar stores.

SEGA Europe details ‘hand-picked’ Sonic partner line up across toys, textiles, food & drink and more

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SEGA Europe has unveiled a new line up of merchandise and consumer product deals for its flagship character, Sonic the Hedgehog, in what it has billed ‘a hand-picked line up of industry leaders’ to help celebrate the property’s landmark 30th anniversary this year.

With production on the film sequel, Sonic the Hedgehog 2 now underway and the recent unveiling of the new Netflix series, Sonic Prime – both slated for 2022 – SEGA is enticing audiences with ‘plenty to get excited about in Sonic’s immediate future’ thanks to a swathe of new partners for the brand.

“This is a momentous year for Sonic the Hedgehog and his fans, and we are incredibly proud to be partnering with so many leaders in their field across such a diverse range of product categories,” said Jason Rice, director of brand licensing at SEGA of Europe. “Our partners list will continue to grow throughout the year so look out for more exciting announcements in the near future!”

In the world of toys and collectibles, SEGA of Europe has recently teamed up with toy innovation company, Wow! Stuff, on its award-winning Wow! Pods range, which will feature light-up characters from the Sonic universe, housed within interconnecting display cases.

A new deal has also been inked with HoloToyz, who will be launching a range of stickers, decals and temporary tattoos embedded with augmented reality technology which can be brought to life via its free HoloToyz app, while long standing partner First4Figures will also be launching a brand-new, limited edition 30th Anniversary resin statue. 

Meanwhile several deals have been inked with leading players across home, textiles and personal care including, Character World for bedding, Groovy UK for bath robes, towels and washbags, Stor for tableware, and UK based company Corsair will market a brand-new range of kids’ toiletries including wash mitts and bath fizzers.

In the gifting and greetings cards space, SEGA Europe continues to add new partnerships to support an already flourishing business. Fizz Creations is preparing gift sets, drinkware, electrical accessories, games & puzzles and even Christmas decorations, whilst leading online retailer Moonpig, has already launched a successful series of personalised greetings cards.

The Sonic licensing programme is also expanding into food & beverage with leading UK based food manufacturer Finsbury Foods set to launch branded celebration cakes into major grocers later this year, and G FUEL’s Sonic branded energy drink, already a massive hit in the US, will be arriving to UK shores soon. 

In the world of contemporary art and pop culture SEGA Europe is proud to be partnering with Moor Art Gallery for a series of exclusive screen-printed poster art and 30th Anniversary commemorative enamel PINS, all slated to launch later this year.

And finally, The Blue Blur’s existing fashion & lifestyle business is set to grow and expand with a series of new collaborations including high-end fashion designer, Marc Jacques Burton. He is set to market a limited 30th Anniversary capsule collection, including jackets, hoodies, tees, and accessories to be distributed online and through select luxury fashion outlets worldwide.

Elsewhere, Global Brands Group is developing an exclusive new kids’ apparel range for leading fashion retailer Skechers, to launch throughout Europe in the near future.

BBC Studios adds VTech to growing global toy roster for preschool series Bluey

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BBC Studios has agreed a multi-territory licensing deal with VTech to produce electronic role play toys based on its multi-award winning children’s TV property, Bluey.

Marking the latest expansion of the series’ global licensing programme, VTech’s initial Bluey range will feature popular characters from the series and lines include electronic books, role play watches and a phone.

Product is expected to launch at retail in both Australia and USA for Q3 2022, followed by future roll outs in the UK, France, Canada and New Zealand.

Andrew Barrett, director of product development and licensing at VTech, said: “We are delighted to be partnering with BBC Studios on this beautifully crafted show. Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop.”

Julie Kekwick, senior licensing manager at BBC Studio, added: “Our new partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range.”

First launched in Australia in October 2018, Bluey is fast becoming a global hit, achieving outstanding ratings and attracting a multitude of best in class partners.

In its home market, 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. It also won ‘Pre-School License of the Year’ for the second year in a row at the Australian Toy Association (ATA) Awards.

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 2020 for the total toy industry. Across Disney Junior and Disney Channel in Q1 2021, it was the third most watched TV series with kids aged two to five years old.

Bluey is also available on CBeebies in the UK, where it has become the top programme on the channel since it launched in April. Its episodes constitute the top five most requested CBeebies episodes on BBC iPlayer. Toys from global master toy partner Moose are set to launch at retail in the UK in July.

Genius Brands taps Never Wrong Toys as global master toy partner for Rainbow Rangers

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Genius Brands International has named Never Wrong Toys – a subsidiary of China’s leading toy manufacturer, Markan Industrial Group – as its global master toy partner for the animated series, Rainbow Rangers.

Under the partnership, Never Wrong Toys will develop a broad range of preschool products in the toy category, including dolls and figures, play-sets, plush, vehicles, technology and interactive toys, musical toys, role play and more. It is scheduled to hit the retail market in Q1 2022 to coincide with the premiere of season three on Kartoon Channel.

Rainbow Rangers currently streams on Kartoon Channel but will land on Netflix in the US, Canada, UK, Australia, New Zealand, and the Middle East from July this year. It will also stream on Amazon Prime Direct in the US and the UK, and HBO Lat Am in due course, as well as key broadcasters around the world such as  CCTV (China), Televisa (Mexico), Treehouse(Canada), Cartoonito (Italy), Nine Network (Australia), TVNZ (New Zealand), and HOP (Israel), among others.

“As season three readies for launch on Kartoon Channel! in the fall, season one will begin roll out on Netflix and Amazon Prime Video Direct beginning this July,” said Harold Chizick, president global content sales, marketing and consumer products, Genius Brands.

“We are seeing increasing demand across social media for more ways to interact with the characters and stories of this highly engaging series about seven diverse girls with seven different powers who work together to protect the planet and its animals.”

“Season three is going to have a unique twist on the stories that we are excited to bring to consumer products as well. We are thrilled to partner with Never Wrong Toys to create a brand new comprehensive toy line for global retail distribution that truly reflects the core value of this unique preschool brand and in line with the demands of the market.”

Eva Wong, co-founder, Never Wrong Toys, said: “Rainbow Rangers is a unique original preschool brand that appeals to both girls and boys with its messages of empowerment, friendship, adventure and environmental consciousness, and we are excited to collaborate with Genius Brands to further engagement with the brand through an all-new action-based toy line that will resonate with young kids around the world.”

 Rainbow Rangers is a rescue-based series that follows the adventures of seven girls who are Earth’s first responders – protecting people, animals, resources, and the natural beauty of our world.

Toy Fair NY’s Steve Pasierb | “Brands Untapped” comes to New York to Showcase Toy Brands and Licensing Partners

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Many well-known toy companies have successfully built their properties into iconic global brands that can be found in almost every aisle at retail – spilling out of toys and games into kids’ apparel, backpacks and lunchboxes, cosmetics, school supplies, housewares and more.

As this phenomenon grows, toymakers are also finding creative ways of tapping into older audiences who are either nostalgic for the toy brands they knew and loved as kids, or simply embracing their own inner child, resulting in toy company relationships with high-profile partners spanning the apparel, housewares, food & drink, hospitality, live event, video game, film & TV, and publishing industries.

During Toy Fair New York ’22 (taking place 19 to 22 February), we’ll be celebrating and showcasing these important properties and licensing partnerships in the show’s innovative “Brands Untapped” area at the newly renovated and expanded Jacob K. Javits Convention Center. 

This partnership between The Toy Association and the team at Mojo Nation, who are dedicated to celebrating the creativity of the toy, game, and designer community, assures “Brands Untapped” will be an experience-rich, curated area that will feature multiple activations designed to showcase toy and game brand extensions, product ranges, and licensed interactions. 

An accompanying “Brands Untapped” conference will host talks and panels delving into design stories behind the extensions of well-known toy brands into categories like footwear, video games, and even hotel suites, allowing New York attendees to get an up-close look at the synergistic relationship between toys, play, and licensing – both within children’s product categories and well beyond.  

Our annual New York marketplace continues to expand and evolve to serve a growing range of attendees across everything play at all ages, importantly including licensors and entertainment executives. With licensed products accounting for better than 30 percent of US toy sales, the future is far more than the past’s licensed product stemming just from movies. All forms of content and digital-first brands (originating from streaming platforms, social media, esports, and so on) are having an incredible impact on the business of play, and companies are licensing their own brands and transforming them into household names, following in the footsteps of Barbie, LEGO, Hot Wheels, and many others. 

Each February in New York, seminars on licensing fundamentals, the latest global trends in licensing, and how to evaluate whether a property is ready for licensing play a vital role. The Toy Association’s trends team also tracks and monitors the impact of blockbuster movies, preschool properties, non-linear channels, and original IPs on toys, among other toy and play trends, and their findings will be announced at Toy Fair ‘22.

In addition to licensing activations, content, and trends via “Brands Untapped” and other programming, the global toy & play community continues to tell us they greatly anticipate returning to the Javits Center next February. There will be so much to explore and discover – and even more reasons to celebrate and connect with toy industry colleagues who are passionate about play and entertainment! We look forward to seeing you all at Toy Fair New York 2022. Visit www.ToyFairNY.com for the latest show news.

Heritage month | The Children’s Museum of Pittsburgh partners with US toy firm Open the Joy on curated children’s kits

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The Children’s Museum of Pittsburgh has partnered with the emotional intelligence and educational toy company, Open the Joy, to launch a new product range based on the museum’s exhibit XOXO: Love and Forgiveness.

Under the new partnership, Love and Forgiveness Boxes are going to be available in Target stores across the US from June 21st this year, drawing on teachings from the popular Children’s Museum of Pittsburgh exhibit that made its debut back in 2014 and has continued to inspire children and families since.

Open the Joy provides curated kits filled with therapeutic and educational experiences for children, with products designed to bring fun and entertainment through a variety of hands-on and off-screen activities that develop motor skills, reduce stress, build confidence, and provide bonding opportunities for families.

“We are so excited to have a product on the shelves at Target nationwide. This is an  opportunity to spread the mission of Children’s Museum of Pittsburgh and bring kids and families a hands-on experience that promotes letting go and embracing love,” said Jane Werner, executive director of Children’s Museum of Pittsburgh.  

The origin of Open the Joy began when its founder, Shalini Samtani’s daughter was diagnosed with a one-in-a million rare disease. While the doctors were caring for her physical health, Shalini had to search for play options that were therapeutic and  educational.

“We have taken lessons learned from some of the hardest moments in life and transformed them to create products and experiences that help kids develop, heal, and grow,” said Samtani, Open the Joy founder and CEO. “By expanding our line into Target we are able to reach a larger audience, and by working with Children’s Museum of Pittsburgh we can take their expertise in social and emotional learning and share it with even more kids and families.” 

The development of the product has taken place over the past few months. It is part of a larger product line from Open the Joy, that includes The Kindness Mission Box, The Anger Management Box, and the My Gratitude Box. Each kit is designed to build  emotional intelligence for kids through play.

Every kit contains hours of hands-on activities that can be done alone or in collaboration with a caregiver. They are recommended for ages four through to 12.  

“It is very exciting to have a nationwide toy launch based on one of our exhibits,” said Anne Fullenkamp, senior director of design at Children’s Museum of Pittsburgh.

“We love seeing kids playing and learning when they are at the museum interacting with our  art and exhibits. Launching this product with Target and Open the Joy lets us share that  experience with even more families.” 

Heritage month | The Children’s Museum of Pittsburgh partners with US toy firm Open the Joy on curated children’s kits

Posted on by

The Children’s Museum of Pittsburgh has partnered with the emotional intelligence and educational toy company, Open the Joy, to launch a new product range based on the museum’s exhibit XOXO: Love and Forgiveness.

Under the new partnership, Love and Forgiveness Boxes are going to be available in Target stores across the US from June 21st this year, drawing on teachings from the popular Children’s Museum of Pittsburgh exhibit that made its debut back in 2014 and has continued to inspire children and families since.

Open the Joy provides curated kits filled with therapeutic and educational experiences for children, with products designed to bring fun and entertainment through a variety of hands-on and off-screen activities that develop motor skills, reduce stress, build confidence, and provide bonding opportunities for families.

“We are so excited to have a product on the shelves at Target nationwide. This is an  opportunity to spread the mission of Children’s Museum of Pittsburgh and bring kids and families a hands-on experience that promotes letting go and embracing love,” said Jane Werner, executive director of Children’s Museum of Pittsburgh.  

The origin of Open the Joy began when its founder, Shalini Samtani’s daughter was diagnosed with a one-in-a million rare disease. While the doctors were caring for her physical health, Shalini had to search for play options that were therapeutic and  educational.

“We have taken lessons learned from some of the hardest moments in life and transformed them to create products and experiences that help kids develop, heal, and grow,” said Samtani, Open the Joy founder and CEO. “By expanding our line into Target we are able to reach a larger audience, and by working with Children’s Museum of Pittsburgh we can take their expertise in social and emotional learning and share it with even more kids and families.” 

The development of the product has taken place over the past few months. It is part of a larger product line from Open the Joy, that includes The Kindness Mission Box, The Anger Management Box, and the My Gratitude Box. Each kit is designed to build  emotional intelligence for kids through play.

Every kit contains hours of hands-on activities that can be done alone or in collaboration with a caregiver. They are recommended for ages four through to 12.  

“It is very exciting to have a nationwide toy launch based on one of our exhibits,” said Anne Fullenkamp, senior director of design at Children’s Museum of Pittsburgh.

“We love seeing kids playing and learning when they are at the museum interacting with our  art and exhibits. Launching this product with Target and Open the Joy lets us share that  experience with even more families.” 

Bulldog Licensing signs up with Marcus & Marcus as baby brand makes European licensing push

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The mother and baby brand, Marcus & Marcus has shifted its licensing focus on to the European market, with the appointment of Bulldog Licensing to head up its plans across the children’s space and into toys, gifts, nursery products and more.

Initially created as a range of infant feeding products, Marcus & Marcus recently revealed its plans to expand the brand name into the wider consumer products arena, taking on categories such as apparel and publishing by utilising its character IP that includes Marcus the lion cub, Lola the giraffe, Ollie the elephant, and Lucas the hippo.

Under its remit as European licensing agency for the multi award winning brand, Bulldog Licensing will be looking to partner with a raft of licensees across toys and gifts, nursery products, homewares, and more.

‘The founders of Marcus & Marcus are parents themselves with a love of unique, modern designs. Marcus & Marcus’ delivers simple, effective designs with quality, safe and sustainable products to keep children entertained and engaged,’ read a statement from the firm.

Rob Corney, MD, Bulldog Licensing, added: “We’re really excited to be working with Marcus & Marcus. Their fun, bold designs offer a great opportunity for licensees to develop quality, smart and functional products in a wide range of categories to build on the existing, award-winning range using the instantly recognizable artwork.”