BOYS MONTH: Sector Focus

The hot properties which are dominating the category at the moment.
Publish date:
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20th Century Fox L&M (020 7753 7126)

The Simpsons

Officially the longest running prime time comedy in TV history, The Simpsons can now boats over 400 licensees, with worldwide retail sales topping $8 billion.
Indeed, it was voted the most successfully licensed TV brand of all time in a survey conducted by Brand Licensing Europe back in September.
Fox is continuing to add to the programme. In apparel, new retail partner New Look is on board with t-shirts for boys for the first time, while Primark will begin stocking children's underwear to complement its nightwear range.
Early 2011 will see toy partner HTI launch a 'Fun Toys' line of pocket money items, and existing lunchware licensee DNC will be extending its back to school offering as the new stationery partner.

Family Guy

Now in its eighth season, Family Guy notches up more than a million viewers on BBC3, with the licensing programme currently boasting 11 key partners covering all key categories such as apparel, gift and accessories.
In the core apparel area, Somerbond is the new partner for men's nightwear and essentials, along with Roy Lowe for socks. Both join long-term partner Bravado (t-shirts) and Brand International (novelty 3D slippers).
Posh Paws has developed a novelty gift line including bar products and keyrings; new licensee Peter Black's gift range has launched in Argos and will be appearing in Wilkinson's stores in time for Christmas; while Character World will roll out new bedding designs in 2011.
Winning Moves will launch a Family Guy version of Monopoly next year, while a collection of college stationery and computer peripherals from new partner The Hira Company is also planned. GB Eye and Danilo also continue to be key partners.
Having held the Family Guy licence for over five years, Bravado recently signed a deal for spin off, The Cleveland Show. A range of Cleveland inspired tees launched on Amazon, HMV and in October.

4Kids Entertainment (020 7297 5992)


The brand features in Guinness World Records as the biggest trading card game of all time - in total, over 22 billion trading cards have been sold.
The licensing programme covers a wide range of categories including toys, video games, apparel, costumes, calendars, publishing, back to school, games and puzzles.
2011 is also shaping up to be a busy year, with Yu-Gi-Oh celebrating its tenth anniversary. The event will be marked by the launch of a dedicated global website which will integrate the many facets of the brand including TV, TCGs, toys, video games, publishing and licensed products. The site is due to go live in December, followed by a 3D film in 2011. Fans will also be able to become members of the online fan club.

Dinosaur King

Launched in 2007, Dinosaur King is currently showing in more than 20 countries. It continues to expand, launching in Spain and Turkey this year, with Italy and Greece scheduled to launched in 2011.
The brand is represented across more than 80 categories including toys, home entertainment, posters, bags, collectibles, apparel, sticker albums, magazines and books.
Recently added partners include four publishers - Anubis Publications, MC Productions, Signature Publishing and Tournon - plus Samuel Eden & Son, PMS International and Universal.

BBC Worldwide (020 8433 2000)

2010 has been another strong year for the Doctor Who franchise. On top of the successful series launch starring Matt Smith at Easter - with the premiere attracting 7.7 million viewers - there has also been a live arena tour, plus plans for the Doctor Who Experience. Opening in 2012, the walk-through event will aim to take viewers to the heart of the adventure while exploring its history.
New licensees also continue to come on board. H Grossman has been signed up for affordable toys and outdoor furniture, which includes an inflatable Tardis tent.
Panini will be launching its Doctor Who Magazine in the US, while it has also renewed its licence for the UK edition. Further new deals include Imagination Games, which will be creating a line of board games, and Blueprint for a collection of Doctor Who stationery. A trading card partwork is due for release in early 2011, while master toy Character Options is also preparing a major new launch.
The series five box set will be released by 2entertain shortly, while two video games - Evacuation Earth for Nintendo DS and Return to Earth for Nintendo Wii - arrive on November 12th. There is also a Sonic Screwdriver Wii remote, produced by Koch Media, available.

Bulldog Licensing (020 8325 5455)

Gogo's Crazy Bones

One of the best selling toy/collectables in the UK, a new range of Gogo's launched back in the summer, backed by a heavyweight TV campaign.
The licensing programme reaches across a wide range of categories such as publishing, apparel, greeting cards, stationery, back to school, calendars and giftware. Licensees include Random House, Titan, Poetic Gem and Imagination Games.
Products launched over the past year have enjoyed considerable success at retail. For example, the brand was the subject of the biggest partwork launch for over five years from Eaglemoss, while a Gogo's Top Trumps line from Winning Moves was the fastest selling of the last 12 months.
In the last few months, a back to school range has arrived from Alpa, along with a monthly magazine from Titan, a plush range from MV Sports and an annual from Pedigree.

Thumb Wrestling Federation: TWF

TWF features bouts of thumb wrestling between 58 original characters who fight for two teams - the Mighty Dexteras and the Sinistras. The short format segments include wrestler bios, character gags and three and a half minutes of wrestling.
Toy licensee Sambro has been enjoying significant success, while a 96-page thumb book from Random House is also proving popular. Bulldog is also in the process of closing deals for the brand in France, Australia, New Zealand, South Africa, Benelux and the US.

Monster Jam

The family entertainment monster truck property features stadium and arena-based racing and freestyle stunts.
The live shows are backed up with TV on Bravo in the UK and Ireland, plus RTL and Jim TV in Benelux.
The licensing programme, meanwhile, includes Mattel as master toy, K'nex as construction toy licensee and Activision as video games partner. Other categories represented include apparel, stationery, party goods, publishing and greetings, with licensees including Aykroyds, UK Greetings, Haza and Big Balloon Publishers.

Chapman Entertainment (0870 403 0556)

Roary the Racing Car now boasts 121 international licensees and is aired in 145 countries.
Latest developments include a six-week run of TV advertising across key channels, supporting new Vivid toys Loada Race Day Truck and the Rescue and Recovery play-set. A national cinema ad campaign will run until December 17th and is expected to reach 600,000 children, while a full day of stage shows took place in Newcastle's Metro Centre during the recent October half-term.
Latest DVD release - Winter Breeze - is part of 2entertain's Tiny TV Stars campaign. It is benefitting from in-store support and press advertising, with a BOGOF promotion running for six weeks.
15,000 Roary branded Dettol No-Touch units are now in 350 Boots stores nationwide for an exclusive six-month promotion, while a special Christmas promotion is running with Toys R Us - a free trolley bag available from November 26th.
Looking ahead to 2011, and the theatre tour will see 114 shows in 85 theatres nationwide. Chapman is anticipating 100,000 seat sales.

Chorion (020 7061 3874)

Based on a series of books, Octonauts recently began airing on Cbeebies and has already picked up toy and publishing partners.
Fisher-Price is on board as master toy, lining up figures, vehicles and play-sets for launch next autumn, while Simon & Schuster is planning TV tie in books for next summer.
Chorion has also launched a fully interactive website, which features mini games, videos and educational facts, alongside a new Facebook page. There is also an Octonauts page on the Cbeebies website, including videos, downloadable activities and music.

CPLG (020 8563 6400)


First released ten years ago, Beyblade was relaunched this year with new show Metal Fusion. The new series comprises 51 episodes and is currently showing on Nicktoons in the UK.
CPLG is looking to build up the licensing programme in the territory, with Hasbro already on board as master toy.

Power Rangers

CPLG is representing Power Rangers across Western Europe and is looking to sign partners across a wide range of sectors.
The Saban property already has a strong heritage, of course. The first series was broadcast back in the early 1990s, sparking a massive craze for the toy line. Saban is currently working on 40 new episodes - Power Rangers Samurai - which will feature a new cast, look and theme. The series will hit screens in 2011.

Horrid Henry

Horrid Henry has sold over 16 million books since the first title was published in 1994. Indeed, he is the most successful children's literary character in the UK after Harry Potter. Outside of the UK, the books have been translated into 21 languages and have been published in 28 countries.
In terms of TV, the three times BAFTA nominated series is the most successful show ever on CITV, regularly beating all other kids' programmes in its timeslot. Some 156 episodes are slated to complete production and transmission in the UK by summer 2011. There have also been sales across 15 countries - including France, Germany, Ireland, Sweden, Norway, South Africa, Finland, Portugal, Poland and Turkey.
There is also a live stage show, while a 3D movie is currently in production.
In terms of licensing, CPLG has secured deals for nightwear and underwear with TDP Aykroyd, music with EMI and video games from Asylum Entertainment. DVDs are from Abbey Kids.

Discovery Enterprises
(020 8811 4351)

Animal Planet is distributed in over 166 countries, with 242 million international subscribing households.
The property has existed as a private label brand for Toys R Us in the US for over a decade. Now, DEI has extended Animal Planet onto the High Street on a global basis, with product launching internationally this year across all core territories. Character Options in the UK and Giochi Preziosi across Southern Europe are on board to support the brand.
On top of this, a global publishing deal has been secured with Bonnier Publishing which will see books launched in Q3 2011. A raft of other products - including toys, games, back to school, apparel and home décor - are also planned.

Disney Consumer Products (020 8222 1000)

Disney-Pixar Cars

Next summer sees the return of Lightning McQueen and Mater to the big screen.
Cars has established itself as a leading boys franchise for DCP. To date, it boasts a publishing programme resulting in 46 million books and magazines sold worldwide, a home décor line and a toys and youth electronics product line with more than 120 million Cars die-cast vehicles sold worldwide.
2010 marked the launch of the Drift product theme, as well as the continuation of Cars Toons. 2011, meanwhile, will bring a significant increase in the amount of Cars-branded product available. The toy range will include items from master toy Mattel, Lego, Hasbro, Character Options, Lexibook, VTech and IMC among others. The licence is also strong in other areas, such as apparel, footwear, home décor, beauty, stationery, food and publishing.
The release of Cars 2 will also be supported with a video game in spring/summer 2011, a website, Disney Channel on-air activity, soundtrack and a magazine, plus DVD and Blu-ray release in autumn 2011.


27 years since its first appeared in cinemas, Tron is back, with Tron: Legacy. The 3D high-tech adventure has been translated into toys by master toy partner Spin Master, which is planning to roll out action figures, vehicles, play-sets and role play.
In addition, a consumer electronics range will aim to appeal to gamers and audiophiles, while other categories targeted include dress-up, home décor, toiletries and stationery.
Tron will be an ongoing franchise for Disney. Video games Tron Evolution and Tron Battlegrids will roll out on November 26th, both of which are set in the timeline between the two films. Meanwhile, the DVD and Blu-ray release of Tron: Legacy is planned for spring/summer 2011.

Phineas & Ferb

Since debuting on Disney XD in August 2009, the comedy animation series has reached over three million kids (seven million individuals aged four and up). This is 35 per cent of all kids in the UK, meaning it is the number one boys show on the channel.
The latest Q2 figures reveal a combined audience reach across Disney XD and Disney Channel of 9.2 million individuals, meaning one in two kids in the UK watched the show during the second quarter of 2010.
Master toy licensee Character Options launched its collection of figurines, novelties and stationery in key retailers this summer, with the range due to expand in 2011 due to its initial success.
Categories including stationery, fashion and home, food, health and beauty will see new products launching in spring/summer 2011 and autumn/winter 2011, tying in with the original movie, Phineas and Ferb Across the 2nd Dimension. The film will feature new locations, adventures and 'other dimension' versions of the main characters.
A Nintendo DS game is also due in the spring, while a Christmas CD and DVD are planned.

Giochi Preziosi (+39 02 964 751)

One of the fastest growing boy brands in Europe, Gormiti has recently been bolstered with the confirmation of a third TV series.
Co-produced by GP and Marathon Media, the new series will introduce a number of fresh heroes and villains. "We wanted to give to kids more Gormiti content, but it was important to us not to offer just 'more of the same' episodes," explains Graziano Delmaestro, GP's licensing director. "Just as we did for the second Gormiti series, we are creating new looks, new heroes and new stories for kids to enjoy. To do this we are investing in the development of even more of the rich content that keeps Gormiti fresh and always compelling to kids.
"This will ensure a long lasting and enduring success for the Gormiti brand and its licensed partners."
In addition to the TV series, other developments include a new video game from Konami - Gormiti, The Lords of Nature Return - a German magazine from Blue Ocean and a promotion with Fritolay in Greece and Turkey.

Hit Entertainment (020 7554 2566)

Thomas & Friends

Celebrations for the 65th anniversary will be rounded off in December with a special themed party at Thomas Land at Drayton Manor Park. Hit will be inviting licensees and retailers, as well as a number of 'VIP' guests to join in activities and rides, finishing off with a firework display.
Following the successful launch of Fisher-Price's range of toys - which has notched up some significant numbers at retail - a raft of new products will be available in 2011. Next year will see the return of Diesel 10, along with new characters and destinations in the new feature Day of the Diesels. An international roll out of tie-in products from Fisher-Price and Mega Bloks - as well as a year-long marketing campaign - will support the launch.
In addition, Five will continue to air the new CGI series.

Mike the Knight

Hit's new pre-school property, Mike the Knight officially launched at Brand Licensing Europe and continued to garner strong interest at Mipcom. Further discussions are now taking place with a number of licensees and international broadcasters.
The show is due to debut in autumn 2011.

Ignition Licensing (01932 826280)

The creation of a new style guide for The Bogies earlier this year led to a whole range of new characters being created, including the Extreme Green and Little Green Monsters lines.
Frankenslime glow in the dark long sleeved tees have been launched in Peacocks, while Tesco has added Zombogie t-shirts (both from Fashion UK). Meanwhile, TDP/Aykroyds pyjamas are being stocked by M&S.
The characters have also moved into digital animation in a four-minute clip - Snot News - created by MishMe Enterprises in Australia. Based on a news desk format, the clip sees for characters - Frankenslime, Splatman, Kung Flu and Hot Snot - giving an insight into the roving reporter's world of all things Bogie superhero related.
Coming up in 2011, The Promotions Factory will launch a range of 24 collectable two-inch figurines for summer/autumn. MishMe is also in advanced stages of creating 12 Bogie Avatars. It will partner with TPF in Australia to provide on-pack promotional support for the figurines.
The Bogies also now feature on a range of print on demand greetings cards with Funky Pigeon.

JCB (01889 593499)

Fresh from its Best Brands Licensed Property win at the Licensing Awards in September, JCB is looking towards another bumper year.
S/S 2011 will see the launch of new My 1st JCB packaging and styling in the pre-school sector, led by master toy licensee Golden Bear. New characters Marty Mixer and Tommy Truck are introduced in a variety of vehicle sizes, with further vehicle sets, role play and new characters launching later in the year, supported by a full schedule of TV advertising. New licensee, Inspiration Works, will launch educational electronic toys from A/W 2011 onwards.
The pre-school brand will also see new product launches in the back to school, bedding, clothing/accessories, footwear, furniture, greetings, publishing and toiletries categories among others.
For older boys, early 2011 sees the launch of a new JCB Boys style guide, aimed at four to eight year olds. Master toy partner in this area, HTI, will be rolling out vehicles, ride-ons and role play toys during the year. Further releases in the I Love My JCB DVD series by Go Entertain will bolster the programme.
Finally, a new interactive JCB Young Drivers Zone opens in spring 2011 at the UK's largest farm park, Willows Farm Village in Hertfordshire. Other experiential partners for JCB include Diggerland and Legoland Windsor.

Ludorum (020 8246 4012)

New partners continue to come on board for the Chuggington programme.
Ludorum has recently appointed new licensees including Worlds Apart (pop up play and ready beds), Abbey Home Media (audio books), Wesco (watches and gifts) and Ethos (personal care). BBS has been hired for party stationery throughout continental Europe; Halsall has extended its agreement for Chuggington bikes, scooters, trikes, bike accessories and protective clothing beyond the UK, with products due to launch shortly in France, Germany, Austria, Switzerland, Italy, Iberia, Eastern Europe, Middle East and Israel.
Mega Brands has a worldwide deal to produce Chuggington construction toys under its Mega Bloks brand, with product rolling out from autumn 2011, hitting the US from spring 2012.
Meanwhile, in the UK, the licensing programme began this spring with the roll out of Learning Curve's die-cast and interactive ranges.
Chuggington now boasts 160 licensees, with the TV show having been sold to over 175 countries around the world.

Mattel (01628 500000)

Top toy and vehicle brand, Hot Wheels records sales of more than five million die-cast cars every year in the UK alone.
2011 will see a major new brand initiative, which Mattel says will 'capture the essence' of Hot Wheels with a new core programme of 'thrilling vehicle experiences'.
New CGI animation, Hot Wheels: Battle Force 5, is currently airing on Cartoon Network and is in the top five shows on the channel. It has also been nominated for three Emmy awards.

Metrostar (020 7317 0963)

Spy drama MI High is one of the highest rating programmes on CBBC among boys.
Over 500,000 boys aged six to 12 watched the 2010 series on CBBC, with thousands more having downloaded episodes from iPlayer. Series five begins in January 2011 and runs for 13 weeks.
A new MI High Live tour will kick off in autumn 2011, taking in over 40 towns and cities around the UK over a period of 12 months. Titan will publish magazine specials to accompany both the TV and the tour, while Egmont is putting together a 2011 annial, as well as a series of fiction books based on the storylines. Metrostar is also due to announce partners in video games and paper products.
"Our mission is to make MI High the boys' spy brand in the UK, so we're delighted that some good partners have signed up so quickly," said Metrostar's Claire Potter. "MI High offers licensees and retailers more engagement and opportunity than most brands and we're now talking to accessories, toy and apparel companies about how we move it into those areas."

Muhammad Ali Enterprises (+1 (212) 407 9186)

This year marks the 50th anniversary of Ali's Olympic Gold medal win, and the licensing team has been looking to capitalise, securing a range of deals.
Worn Free has enjoyed success with a range of replica t-shirts - selling at high-end retailers including Bloomingdales, Fred Segal and Selfridges. Other Ali tees can be found in Uniqlo stores worldwide following a DTR deal, as well as Inditex Group through licensee Santex.
In addition, Leaf Trading Cards will be launching its range of collectible trading cards in time for Christmas, while Pyramid Posters has added a number of iconic photos to its line-up.
MAE is now gearing up for Ali's 70th birthday celebrations - starting in January 2012. As well as special events, there will be a travelling art exhibition and a digital marketing push, as well as new merchandise.

Nelvana (+33 1 4271 0828)

The new Beyblades toy line features an innovative metal gear system and an online virtual battle component. Since its launch in Japan in 2008 by Tomy Company, over 24 million tops and accessories have been sold.
Hasbro was responsible for bringing the original product to market in the US and other territories, with the firm also taking on the role of master toy outside of the Middle East, Asia and other territories for the new collection.
Nelvana Enterprises represents d-rights in various countries, distributing the TV series internationally, as well as for merchandising rights and home entertainment.
Latest partners to sign up in the UK - where Beyblades is handled by CPLG - include Mookie (wheeled toys), Aykroyds (nightwear/underwear) and Fashion UK (apparel). A variety of licensees are also on board on Scandinavia, Germany, Spain and France.

Rocket Licensing (020 7207 6242)

Hornby Hobbies

Rocket is continuing to build up the licensing programme for the Scalextric, Airfix, Hornby and Corgi brands.
Alongside licences for confectionert and boys' leisurewear, nightwear and underwear, the firm is working on opportunities for Airfix in stationery, cards, gifts, jigsaws and t-shirts for the adult market.
Similarly the Scalextric campaign is targeting boys aged four to 12 with licences for cakes, apparel, dress-up, t-shirts, coin-operated rides and melamine designs, all reflecting the brand as it is today. In addition though, Rocket is also targeting men with a 'heritage' design, reflecting a more nostalgic image of the brand.
These licences include apparel, plus jigsaws, hip flasks, playing cards, mugs and wash bags. There is also a Scalextric iPhone app on the way.
More products are due to appear at retail in 2011.
TV appearances by both brands on James May's Toy Stories have also helped boost the licensing drives. Plans are now underway to build Hornby and Corgi in the gifting, apparel and greetings cards areas.
"Scalextric, Airfix, Hornby and Corgi are all iconic, but also very much of the here and now," says Rob Wijeratna, joint MD at Rocket. "Licensing these brands has therefore involved careful strategy and planning. Today we feel we have succeeded in extending the brands' appeal to categories that have a powerful resonance."


Over 30 years on, and the Rocky brand still has a high profile.
Film and poster images which have become identifiable across the decades have inspired a new style guide and a new phase of the licensing programme in the UK. T-shirts, posters, arcade machines, robes and even oven gloves and apron sets are all available.
"The striving of a true hero against all the odds is what Rocky is all about," says Charlie Donaldson, joint MD at Rocket. "However, for most people, young and old, the Rocky brand is not only about that eternally popular story, but also about the iconic imagery that have made this a classic 30 years after Rocky, the film and its lead character, first became household names."

Start Licensing (020 8337 7958)

Dennis & Gnasher

The Dennis and Gnasher animated series has recorded the second highest share of audience for children on Cbeebies in 2010. Launched in September 2009, the series consists of 52 ten-minute episodes, as well as 52 one-minute interstitials. The TV sits alongside The Beano, which is still published weekly, and its newer companion title, The Beano Max, which is published monthly.
A dedicated Dennis and Gnasher website, DVD releases from 2entertain and activity in other DC Thomson comics and websites also boosts the brand.
Licensees include Blues and TMI (apparel); Smiffy's (dress-up); Vogue (lunchware); Kerry Foods (cake mix kits); Fabric Flavours (toddlerwear), plus there's a promotional partnership with the National Trust for Scotland.
2011 is Dennis' 60th anniversary, with plans already underway.

Bang on the Door

Football Crazy is one of BOTD's longest running characters and has been successfully used on a range of products including apparel, ceramics, home décor and partyware.
Hallmark is currently featuring Football Crazy on a number of greeting cards, with characters including Game Kid, Guitar Star and Music Mad.
BOTD has also successfully expanded its business beyond the UK, now claiming a presence in ten territories including Brazil, Korea and Australia.

Target Entertainment (020 7535 7200)

Sony Computer Entertainment Europe's Invizimals brand is really starting to build up a head of steam in the licensing arena.
Target's licensing agents BRB Internacional (Spain and Portugal) and The Licensing Factory (Italy) have already secured a number of deals. Panini Espana SA will be developing a range of products including trading cards and games, and photocards. In the same territory, toy firm Comansi will produce a series of figurines; Safta will be producing stationery and bags; while Edibas Collection BV will develop card games, card albums and mini figuriens for the Italian market.
Over the next six months, Target will focus on building the brand in the UK, following the recent success in Southern Europe.
Since its launch in winter 2009, the first game has notched up sales of more than 300,000 units across EMEA. It is also now available in the US, while Invizimals: Shadowzone is due to hit the UK later this month.

Turner CN Enterprises (020 7693 1000)

Generator Rex

Turner is building on its portfolio of boys brands with Generator Rex, which debuted in the US in April.
Mattel is on board as the global toy partner, with a full line of action figures, role play items, play-sets and vehicles planned, while Activision has been appointed as interactive partner.
A broadcast schedule is in place for EMEA, with the UK the first territory to launch on Cartoon Network in Q4 2010 and all other markets in 2011. The network has already announced that an additional 20 new episodes have been commissioned, bringing the total to 40. Consumer products will begin to hit retail in Q2 (UK) and Q4 (EMEA).

Ben 10

Launched in 2006, Ben 10 is now pretty much the benchmark in the boys licensing category.
There are over 150 licensees on board, with all key categories covered, however it is the toys from Bandai which have played such a fundamental role in giving life to the brand away from the TV screen.
Turner is now in the midst of Ben 10: 10.10.10, an EMEA wide event.
"We always believed in the great potential of Ben 10, but the speed with which the brand has grown definitely exceeded expectations," says Alan Fenwick, VP at TCNE. "The beauty of the 10.10.10 initiative is that it provides a global focus for the brand and, of course, a reason to celebrate our successes. Throughout EMEA, our regional teams and agents are working in collaboration with channel marketing teams, programming, online, retailers and licensees to tailor activity that maximises the potential of this pinnacle calendar event for their local market."


Bakugan made its EMEA TV debut in the UK and France in October 2008, supported by Spin Master's toy range. Other markets have since followed, with all territories across EMEA having a well established TV broadcast schedule and licensing programme.
New series, Bakugan Vestoria, launched earlier this year, with the consumer products programme now covering apparel, sleepwear, footwear, swimwear, accessories, confectionery, stationery, publishing and posters. There are 200 confirmed licensees, in addition to DVD distribution agreements with Warner Home Video and KE Mathiasen.
Spin Master also recently launched a new product range to complement the series.

Hero: 108

TCNE is the licensing agent for the animated comedy/action series. The deal covers the UK, Spain, Nordic, Benelux, Turkey, Greece, Central & Eastern Europe, Middle East and South Africa.
Fenwick continues: "We're very excited to be working with Moonscoop on the licensing programme. The series has a natural synergy within our portfolio and we plan to use our proven expertise to develop an innovative licensing programme that embraces the interactivity and digital advancements of the animation."

Twofour54 (AohK! - 01789 417719)

Driver Dan's Story Train launched on Cbeebies in January 2010, anchoring a new lunchtime slot. It then joined Bedtime Hour (6pm-7pm) where the show achieved the slot's highest share of 0-3 (26.2 per cent) in the first nine months of 2010, and the largest share of children aged four to six (14.9 per cent) of any pre-school programme in the slot.
The show has been recommissioned for 50 additional ten-minute episodes and a half hour special, with these being delivered in late 2011.
In terms of licensing, global master publishing partner Macmillan Books launched its initial range of Driver Dan books in September - the range consists of two board books, two story books and a Little Library of pocket-sized books.
Aoh!K Commerical has been awarded the UK merchandising agency rights for Driver Dan, with multi-territory master toy and home entertainment partners due to be announced shortly.

Warner Bros Consumer Products (020 7984 5000)

Green Lantern

Due to hit cinemas in June 2011, Green Lantern already boasts Mattel as its global master toy licensee. In addition, a full-length DC Universe animated original movie - Green Lantern: First Flight - will be released on DVD in 2011/2012, with new content planned to follow up the theatrical release.
"We're taking a franchise approach to Green Lantern that will see the brand live beyond a single movie, and sit alongside iconic superheroes such as Superman and Batman," says Bruno Schwobthaler, SVP sales and business development at WBCP EMEA. "The central appeal of the Green Lantern will be his intergalactic action, mixed with the power of imagination that makes anything possible."


The sequel to The Dark Knight is currently in production and due for release in 2012. Meanwhile, season three of Batman: The Brave and the Bold is due to air in the first quarter of next year. The volume three DVD was released in September, alongside the new video game from Warner Bros Interactive Entertainment.
Batman continues to be underpinned by The Brave and the Bold in the children's business, supported by a classic approach for teens and adults using the back catalogue of imagery.


Bandai is signed up as the global master toy for the reinvented classic brand. The 21st century reimagining is currently in production at Warner Bros Animation and will air on Cartoon Network in 2011.
Recent DVD releases of the original series have sold in excess of 200,000 copies.

Looney Tunes

WBCP has promised a banner year for its Looney Tunes brand in 2011, with a number of initiatives planned.
On top of a series of two and a half minute 3D shorts featuring Road Runner and Wile E Coyote, a new 26 episode animated series - The Looney Tunes Show - is due to air in the first quarter. Moving away from the more traditional seven minute shorts, the half hour animation will follow a variety show format with a main story and then a number of cartoons within a cartoon.
The Looney Tunes Active programme also continues to build, with one billion branded products having been sold at retail in three years across multiple categories.
On top of this, the 'classic' business is going from strength to strength in softlines with, to date, in excess of ten million vintage garments sold in 5,500 outlets at fast fashion retail across EMEA.

Harry Potter

A series of brand building events have been scheduled to maintain the property's visibility between now and the end of 2012.
This includes the final two films in November 2010 and July 2011; DVD releases in Q2 and Q4 2011; three video games, including Lego Harry Potter and a mobile phone game. Live events include Harry Potter: The Exhibition, which is touring ten cities over the next five years, and The Wizarding World of Harry Potter, which opened in the summer at Universal Orlando in Florida.
Furthermore, to mark the tenth anniversary of the first film, 2011 will see the release of a complete DVD collection and back catalogue promotions.
This year, for the first time ever, the complete artwork collection from all seven films is available for partners, including more than 24 hours of film content. The brand boasts a strong licensed partner line-up, with Tomy on board as master toy, supported by Noble, Trefl, Rubie's, Cartamundi, Hasbro, Jumbo, Lego and Mattel.


New programming is planned for 2011, which WBCP believes will add further impetus to the evergreen brand. Indeed, Scooby-Doo Mystery Incorporated has already reinvigorated the franchise.
On top of the new shows, the Scooby-Doo Mystery Mansion - a new experiential marketing experience - has hit the road. A cross divisional initiative with other parts of Warner, the Mansion will be promoting consumer products, DVDs and a new video game. The van will be making a variety of stops over the Q4 period, including a sleepover at London Zoo.

Tom & Jerry

WBCP says it is seeing a growing interest in Tom and Jerry on two levels - on the children's side in craft, stationery, food and promotions, and adults exploring vintage applications in soft lines.
A new programme of product development - Twice the Mischief, Twice the Fun - contrasts the personalities of the characters. New style guides will touch upon themes of chaos and laughter, big and small, naughty and smart, friends and foes.
The brand receives constant support with TV and DVD releases (24 to date with more planned). A new feature-length animation featuring the characters in a Sherlock Holmes mystery was also released in Q3 2010.


WBCP is managing the licensing programmes for all UEFA national competitions until 2013, including UEFA Euro 2012. It will work with UEFA on creative programme developments, including mascot and art initiatives.
"Sport is one of the purest forms of entertainment and, as a leading entertainment licensor, we intend to bring football fans everywhere a collection of officially licensed products that is broad, creative, compelling and innovative in all aspects," says Stéphane Fillastre, director of retail and business development at WBCP.


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BOYS MONTH: Sector Guide Special

Ranging from pre-school properties such as Roary the Racing Car, Bob the Builder and Thomas the Tank Engine, through film properties like Batman and Star Wars, and more adult brands including Top Gear, Harley-Davidson and Stanley, Samantha Loveday takes a look at just some of the brands targeting the boys...


PRE-SCHOOL MONTH: Sector Guide Special

From evergreens like Thomas the Tank Engine and Postman Pat, through to newcomers such as Timmy Time and In The Night Garden, the pre-school sector is one of the most licence-heavy areas of our market. Samantha Loveday takes a look at some of the big players...

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Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019