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

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.

A booming Enterprise | From Star Trek to The Beatles: How Eaglemoss is fuelling the kidult and pop culture market

Now in its fourth decade serving the sci-fi and fantasy collector’s and collectables market, Eaglemoss has become an authority on the topic of pop culture and kidult sectors, supplying some of the most detailed models to be found on the scene today. But there’s a whole lot more to the company than Star Trek busts. Here, we catch up with head of Hero Collector at Eaglemoss, Ben Robinson to learn more about the company’s plans

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Eaglemoss is a cap with many feathers. A bow with many strings. A Trident with the pre-requisite number of prongs; that being, three. It is a triforce of the geek and pop culture scene, acting not only as a direct to consumer platform, but a fan subscription service, and a distributor to independent and mass retail channels across the UK.

If it’s high end collectables, comic books, licensed gifts, toys, and other consumer products all deeply rooted in the growing kidult and pop culture space that you want – be you a casual collector, an entrenched nerd, or a toy shop tapping into both of those – then Eaglemoss has to be on your list. In fact, it likely already is.

Established in 1975, Eaglemoss pre-empted the ‘kidult’ market by a decade or two, recognising early on, the power that many sci-fi and fantasy properties had to capture the imagination of generations to come and firmly establish itself as a leader in the collectables field. Since the publication of its first ‘partwork’, the business has been in a state of continued expansion, and today holds claim to having produced, marketed, and distributed more than 150 collections across more than 30 markets over five continents and in 13 different languages.

Spanning London, Paris, New York, Moscow, Sao Paolo, and Warsaw, Eaglemoss is well-placed to tap into the global ‘kidult’ and pop culture sector as its demands broaden to include more innovative and engaged consumer products. This year, for example, the company is tapping into the demand for pop culture-inspired advent calendars, an extension of the toy advent calendar trend that has been gaining momentum here in the UK over the last few years.

Here, we catch up with Ben Robinson, head of Hero Collector at Eaglemoss to discuss the company’s latest releases, its plans for the growing kidult market, and what the Eaglemoss name brings to a sector brimming with superfans.

Hello Ben, thank you for talking to us and indulging our pop culture obsession. To kick us off, can you give us a bit of background on Eaglemoss? Who are you, what audience do you cater to, and for long have you been doing it?

Eaglemoss was founded in 1975 and is a global leader in licensed collections. We have a long history of figurines, die-cast models, and partwork magazines. We’re lucky enough to work with characters and licenses from Marvel, DC, CBS, AMC, BBC, Disney, James Bond, Universal, and many more. Our core audience is built up of fans and collectors who care passionately about the brands.

A motley crew, if ever there was one. Can you tell us what Eaglemoss is bringing to the UK pop culture space in that case? How does it encompass that market and ignite the passion within the UK scene?

The overarching objective of the company has always been to create products that have real appeal for fans. It’s very important to us that we don’t just do the obvious products but create things that are authentic and have the kind of detail that fans appreciate. 

We are experts ourselves and work closely with licensors throughout the development process to make sure that the end product is not just high quality, but authentic and show all the love we have for the brands ourselves.

The adult market – or ‘kidult’ space – has seen steady growth here in the UK over the past few years, and last year accounted for 27 per cent of total spend on toys (according to NPD). How has this been reflected in sales growth at Eaglemoss? What strength of the UK’s ‘kidult’ sector have you witnessed?

We’ve specialised in the adult collector market for decades so its success isn’t a surprise to us. What we have found is that the growth of online sales is making it easier to reach those grownup fans. I think it’s fair to say it’s often been difficult for them to find products that show the level of care and attention that’s important to them. There’s a generation of people who grew up with these amazing properties. They haven’t given up on them as they’ve got older but their expectations have only gone up. They want products that are really designed for them. That’s something we pride ourselves on understanding. 

What do you think has been key to driving the growth in this space? What is it that businesses like Eaglemoss bring to the table to give that market credibility? 

More than anything it’s about our own level of fandom. The people we sell to can smell anything cynical a mile off. We’re really careful to make sure our products feel just right, whether that’s a specific detail on a super hero’s costume, the exact colour of a die-cast spaceship or including some detail that a fan will instantly recognise, and appreciate. Those are the kind of things that only someone who knows and loves the brand as much as the fans, would know to include. 

Can we talk through the Eaglemoss portfolio for 2021? What are the key launches from you guys this year across the pop culture portfolio? We hear you have a range of advent calendars launching – can you talk us through these?

We’re entering the advent calendars arena for the first time this year, which is a very exciting time for the company.  We’re launching these fantastic introductions with three iconic brands: Doctor Who, Star Trek and The Beatles; with each one featuring detailed, high-quality collectable items hiding behind each of the calendar doors. They’re really nicely designed and we think they’ll bring a smile to every fan’s face. 

The Doctor Who calendar has a classic TARDIS design which opens out to reveal its 24 doors, the Star Trek offering takes the distinctive form of a Borg cube/ship (as seen in Star Trek: The Next Generation) and The Beatles inspired calendar comes in the form of four trays encased within an outer shell featuring iconic Beatles artwork. They’re just things that make you happy. 

Why has the advent calendar market become an important one for you guys, and what will you be bringing to the space? What sort of growth of the market are you expecting to see in the coming years?

We always want to make new stuff, and we know we can bring something special to the calendar market by targeting collectors. Every item in these calendars has been specially designed and is exclusive. We’ve brought all our expertise and love for these brands to bear. 

One of the things we hear a lot is that people are nervous about buying things for fans because they think they might already have it. The great thing about these advent calendars is that you can absolutely guarantee that the content is brand new, and there is stuff in there that will make true fans smile. That and Christmas are a pretty good combination. We’re so pleased  with the final products, so we’re looking forward to revealing them to fans.

What retail partners are you guys currently working with? What are your plans for the UK retail scene? 

One of the unique things about Eaglemoss is that we offer an omnichannel solution – with bestsellers sold through key retail partners, like HMV, adding to sales through our own e-shop and high-end model kits through our subscription service. We try to cater for different audiences across the various channels and because of our product development heritage we’re able to play across a wide range of categories. 

Our retail expansion is going well in the US where we just have our first launch with Walmart and in other European markets through our network of distributors.

So, Ben, can you tell us what the next big step for Eaglemoss might be here in the UK?

We’re super excited about the next 12 months with plenty of new licences and product lines launching. We’ve only just dipped our toe in the water with our retail range and despite the difficulties that Covid-19 has brought we’ve still been able to expand our business, which is testimony to the products we’re bringing through. 

And just before we let you get back to the day job, is there anything you’d like to add?

Alongside our advent calendar launches, we’ve also got some really exciting products coming. We’ve got some classic sci-fi brands in The Expanse and Stargate. We’re just launching a new Hero Collector Museum made up of detailed replicas that are designed to sit on yourself and we’re also growing our horror offering. 

We have some amazing subscription offers that mean you can build extraordinary models of the Eleanor Mustang, the Ghostbusters Ecto 1, the Titanic and the Enterprise from Star Trek: The Next Generation. There’s more Star Trek on TV than ever so we’re excited by the opportunities that will bring. 

We’re also developing Marvel statues based on the Disney + shows, so 2021 is shaping up to be a busy and exciting year for us.

Eric Carle’s “timeless tales and unique artwork will delight and inspire for years to come”

Rocket Licensing has joined the many to express condolences over the death of Eric Carle, the author and illustrator of The Very Hungry Caterpillar, who died on May 23rd aged 91.

A statement issued by the family of the US author read: “In the light of the moon, holding on to a good star, a painter is now travelling across the night sky.”

Carle’s most famous book tells the story of a caterpillar with a giant appetite that, having been first published in 1969, has gone on to sell more than 50 million copies around the world and been translated in 62 languages. 

Not only that, but the title has built an enduring reputation among global audiences that spans generations, upheld by a robust licensing programme that spans categories and continents. The brand’s European activity is overseen by the UK’s own Rocket Licensing.

Carle’s son Rolfe told the New York Times that his father had died in Northampton, Massachusetts, from kidney failure. 

Rocket Licensing issued its own statement via social media this morning, saying:

“It is with great sadness that we hear that Eric Carle, author and illustrator of The Very Hungry Caterpillar, passed away on 23rd May at the age of 91. Eric’s timeless tales and unique artwork will continue to delight and inspire for years to come. #RememberingEricCarle”

Speaking with the BBC in 2019, Carle believed that the enduring popularity of his The Very Hungry Caterpillar came down to its ‘fundamental message of hope.’

“For many years, my publisher and editor and I did not know the reason for The Very Hungry Caterpillar being so popular,” he said. “But over time, I’ve come to feel that it is a book of hope. And it is a hopeful feeling that has made it a book readers of all ages enjoy and remember.”

It is estimated that one copy of Eric Carle’s The Very Hungry Caterpillar is sold every 15 seconds.

Gaming phenomenon Exploding Kittens makes licensing move with Universal and Illumination’s Minions

The analogue games manufacturer, Exploding Kittens – recognised for setting the record with the most backed game on Kickstarter to date – is eyeing a new move into licensing with the launch its Exploding Minions game next month.

Developed in partnership with Universal Brand Development and Illumination, the new titles puts a Minions spin on the globally popular card game, bringing in elements from the hit franchise to the tabletop gaming phenomenon.

In an interview with ToyNews, Exploding Kittens international director of sales has hinted that this could be just the start of a new licensing endeavour from Exploding Kittens, who will be measuring the success of the licensed game as a marker for its future pursuits in the licensing space.

“We are trying a few new things as we focus on the UK market this year,” said Hoste. “One of them is that this year, for the first time, we are supplying an entertainment license to the Exploding Kittens franchise. We will have an Exploding Minions game launching this year, in June, as a fun way to reposition the game with a broader appeal.

“It will be exciting to see what that does, and if it is successful we will continue to pursue those kinds of changes within our portfolio.”

Exploding Kittens burst onto the scene in 2015 when it set records as the most backed game on the crowdfunding platform, Kickstarter to date. Six years later, the kittens’ explosion is still expanding with ten games to the company’s portfolio, 45 countries on the roster, and new headway being made in the licensing space, both inbound and out.

The outward licensing and franchise building around Exploding Kittens’ game portfolio continues to gain traction. Further products are currently in development across both the Exploding Kittens and the Throw Throw Burrito (a card game meets dodgeball) for later this year, while the company recently made the move to digital gaming.

Exploding Kittens has become one of the latest tabletop games to make the leap to the Nintendo Switch with a digital version of the game in a move that “has the potential to grow the audience size for Exploding Kittens exponentially.”

Plans are now already in place to bring more of the company’s titles to the gaming platform in the coming months and years, tapping into a strong trend to translating popular physical game titles to the digital space.

Read the full interview with Exploding Kittens’ Joeri Hoste here or in the Spring/Summer issue of ToyNews.

Finding Neverland | How adult fans are driving toy sales across the UK

There’s no shame in admitting it, toys, games, gaming, and play doesn’t have to have an age limit; something that a growing portion of the UK population can attest to. Last year, the UK’s kidult market hit new heights, fuelled by a pandemic that left grown ups and kids at heart with a lot more time on their hands to revisit their old passions. Given the audience size, it’s a market that can’t be stopped

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A factoid that gets overheard often when you spend any length of time within a city setting, is that you’re at no point, more than seven feet away from a mouse. The same could probably be said for Funko Pop! figures.

In fact, the statistic is likely somewhat higher. Higher still if you swap out specifics for the term now used to categorise a demographic of people that appears to be expanding at an alarming rate. If the most recent NPD figures are anything to go by, the UK’s ‘kidult’ sector, that is the adult audience of toy fans, appears to be, well, breeding like mice.

Accounting for a staggering 27 per cent of the total toy sales here in the UK for the year end 2020, the kidult sector is one that can be, by any means, no longer ignored.

What started decades ago, with the advent of the pop culture consumer products scene has shifted from an underground following of ‘ultra-nerdom’ to a mainstream – if not staple – sector within the UK toy space. Time was, tell a room full of adults about your collection of Transformers toys or your Mage level in the latest tabletop campaign, you’d be faced with stifled chortles and a lifetime of social isolation. Today, those self-confessed nerds are our celebrities, our pop icons, and our sports stars. And that’s OK. These days, when it comes to the topic of adult collectors of toys games, there really is no kidding around.

Take the pop culture gift and consumer products specialist, Fanattik, for instance. In its last financial year report, the firm found itself up around 123 per cent. We’re all aware that 2020 will forever be classed as a ‘freak’ year for sales figures, with online shopping helping drive sales in sectors that wouldn’t necessarily be replicated on the high street, but how would you account for the 40 per cent growth, year on year, that Fanattik has enjoyed each year before Covid-19?

“Traditionally, we never supplied toy retail, our focus was always on the gift trade,” Fanattik’s managing director, Anthony Marks, tells ToyNews. “But enquiries from the toy sector dramatically increased last year, retailers were looking for something different to add to their online offering, and the ones that trialed our range never looked back.”

It’s become a common narrative across the toy industry that the kidult audience is being recognised and catered to at a growing pace by companies and retailers once more aligned with the traditional children’s audience. There’s a reason that the Toymaster catalogue has started including Wizards of the Coast’s Dungeons & Dragons, just as it has welcomed Games Workshop into the fold in recent years, and why Pokemon Trading Card Game sales are in the midst of a world-wide resurgence, and why the local toy shop is just a likely to stock miniatures painting kits as it is Jellycat plush toys for pre-schoolers.

The audience for toys today is multi-generational.

“The genie is out of the bottle,” exclaims Marks. “Just look at the success Playmobil has had with its Back to the Future range. The retailers we are speaking with throughout Europe say that they will always have shelf-space for the latest blockbuster, but the iconic film and gaming brands cannot be ignored anymore.”

Late last month, Fanattik released details of a major new partnership with Hasbro and its Wizards of the Coast segment through which it will launch a range of licensed gifts and collectables based on its Magic: The Gathering and Dungeons & Dragons gaming franchises. It’s a marker of success for the firm that has managed to carve a reputable name for itself in a market notoriously protective of its favoured IP. Marks has high hopes that the range will replicate the success retailers saw with Fanattik’s Yu-Gi-Oh! ranges when the collection launches in Q3 this year.

“We do not go for the latest film or game release, it has to be a brand with multi-generational appeal, an existing fanbase that
due to the market’s focus on the latest game or film release, finds itself being ignored,” says Marks.

“The Kidult sector has been growing year on year, and the pandemic gave it a major push forward. With no new film releases, for example, fans were going back and watching their old favourites and introducing those films to family members who missed it, or were too young to appreciate them the first time around.

“There are also millions of new gamers that have been created by having to spend more time at home, and that’s an audience that cannot be ignored either.”

This article – and a more in depth look at some of the firms taking on the ‘kidult’ sector – appears in the Spring/Summer issue of ToyNews.

Value Added Tact | The importance of meeting the sensibilities of ‘kids these days’

From Generation Z to Generation Alpha, audiences’ tastes and preferences are ever changing, from awareness of social responsibilities to greater demand for sustainability. Co-founder of Kids Industries, Gary Pope explores the importance of authenticity when meeting today’s youth and their new consumer values

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My favourite game when I was a kid was Buckaroo. The tension, chaos and hysterical laughter caused by a few bits of plastic pulled from a cardboard box kept me happy for hours. If only the youth of today was still that easily pleased, product development and marketing teams would be laughing all the way to the bank.

But they’re not. Far from it. Culturally, societally, we are in a state of flux. So many things are happening that were unthinkable five years ago, all of which are impacting our purchasing decisions. As a result, young people have become increasingly sophisticated consumers, politically savvy, environmentally aware, far more emancipated, and very, very vocal and demanding of the brands they invest time and money in.

They curate rather than collect. The label in itself is no longer enough. They want to know where, how and with what products have been made. They have an incredible understanding of the supply chain; are the workers treated fairly and paid a living wage, is the factory run on wind power, is it safe?

They are increasingly invested in making purchasing decisions that are driven by value and the impact they will have on the planet, rather than by consumption.

“Most of all, they want authenticity; they want to buy from brands that genuinely share their values and are honest and transparent about contributing towards a fairer society.”

Value no longer means cheap, it means quality, longevity, considered and conscious. They understand the importance of sustainability, the circular economy, diversity and humanity. They want to see products  representing all of us, and not just a limited few. Charity shopping and reselling toys and games on eBay are seen as badges of honour, rather than a shameful blot on their social status.

But most of all, they want authenticity; they want to buy from brands that genuinely share their values and are honest and transparent about contributing towards a fairer society and the future of our planet. What they don’t want, is box tickers.

And they know some or all of this at a really young age. Even Generation Alpha (2012-2025) is aware. They  feel strongly about consumer issues, they just don’t have the maturity to decode them or the disposable income to directly influence them. Gen Z (1996-2011) has the powerful  combination of a more sophisticated awareness and their own money, so they can choose to spend – or not – on the brands whose credentials are most important to them.

The way young people relate to media has also changed massively. They are no longer passive consumers; they are active participants. They want to be immersed in interactive, engaging content that adds value to their experiences and fulfills a basic social need. They don’t do one-dimensional.

When it comes to gaming, this means Roblox and Fortnite – games that double up as social platforms; places where they can meet friends, show off, have a voice and be heard, recognised and rewarded. Socialisation is critical to child/youth development, and this is more important than ever given how much face-to-face contact has been eradicated by the pandemic.

Unsurprisingly, Roblox was the most popular mobile  game in the US last year, with users averaging 100 minutes play per day, and the company had a first day valuation of  $38.3 billion when it went public. Equally unsurprisingly, the notion of the metaverse (which is being coined by some as the real future of the internet and the next era of social media) is incredibly powerful to our digital natives and the brands hoping to reach them.

So, two huge things for brands to get right when it comes to R&D and marketing to young people moving forward – both of which I believe will become non-negotiable before long: consciously authentic values and actions, and the integration of social. Nail that, and you’ve got the  equivalent of Buckaroo for the next generation.

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Gary Pope (CEO & Co-Founder, Kids Industries) will be discussing ‘How Priorities are Changing Across Generations of Consumer at Brand & Licensing Innovation Summit, which runs online 9-11 June. Passes are available from https://www.brandlicensinginnovationsummit.com/

The Who becomes latest rockers to join The Royal Mint’s Music Legends series of commemorative coins

The iconic British band, The Who has become the latest to join The Royal Mint’s ‘Music Legends’ series with the launch of a new range of collectable coins, joining an esteemed list that features Queen, Elton John, and David Bowie.

The mark the launch, co-founding member and lead singer of The Who, Roger Daltrey visited The Royal Mint to strike on of the very first coins, giving the band’s seal of approval on the new coin and its design.

The coin’s dynamic design includes some of the most iconic symbols from the band’s live and loud performances, including a union flag, Mod logo and speaker-smashing Rickenbacker guitar. Together, the symbols on the coin form a pinball table, a nod to the single Pinball Wizard and album Tommy, one of the band’s most famous creations.

With the latest colour printing technology, elements of the coin have been digitally printed to showcase the vibrant red, white and blue of the band’s emblem. Meanwhile, using the latest innovative technology and manufacturing techniques, a number of coins will feature a special ‘shockwave’ effect, radiating from the speaker – elevating the detail of the coin.

Designers and craftspeople at the Mint have developed this effect in honour of The Who’s record-breaking loud concert – a record that was held for a decade.

Clare Maclennan, divisional director of Commemorative Coin at The Royal Mint, said: “The Who are an iconic British band with an incredible musical legacy, so it felt right to honour them with an official UK coin. The Who coin is the latest in our show stopping Music Legends series, which celebrates legendary British artists through original new designs.

“It was a privilege to have Roger Daltrey visit the Mint to strike one of the first coins and meet the team of makers that have created this wonderful design. Our Music Legends series is engaging new generations of coin collectors, and we hope this design will become a cherished part of fan’s memorabilia.”

Daltrey said: “It’s an honour to have a coin produced to celebrate The Who’s musical legacy. The coin’s design captures the true essence of the band and what we represent. It was a fantastic moment being able to strike one of the very first pieces in the collection and see the range of technologies and processes involved in the making of the coin.”

Pete Townshend, lead guitarist of The Who, added: “I am delighted that the band’s work is being recognised by this fantastic range of coins from The Royal Mint.”

The Who began with three schoolboys who all shared a love of music, from jazz and skiffle, to rock and rhythm & blues. The band was initially made up of John Entwistle, Pete Townshend, Roger Daltrey and later joined by Keith Moon. With a musical legacy spanning more than 50 years, the band boasts an impressive record of a 100 million albums sold worldwide, and over a billion global streams, while it’s also a member of the Rock & Roll Hall of Fame and the UK Music Hall of Fame.

Brought together by The Royal Mint and Bravado, Universal Music Group’s leading merchandise and brand management company, The Who coin is available as limited-edition precious metal proof editions as well as a Brilliant Uncirculated edition.

Space Jam: A New Legacy unveils gigantic licensing plans and ‘largest Looney Tunes merch line-up in decades’

Hasbro, Mattel, and Upper Deck have joined am all-star line up of licensing partners for Warner Bros. upcoming theatrical release of Space Jam: A New Legacy, with plans for toys, collectables, and games to roll out all year long.

The global toy and entertainment companies join master toy partner Moose Toys who earlier this month released its full line up of toys, play-sets, plush, and figures based on the Space Jam title, a reboot of the hit 90s film this time starring LeBron James.

A full line-up of licensing partners around this year’s blockbuster film was unveiled late last week, spanning the toys, collectables, and games aisles, as well as fashion, food and drink, accessories, sporting goods, publishing, pet products and more. The licensing portfolio for this year’s release has taken on a global scale.

In the toy space, master toy partner Moose Toys us joined by Funko, who will be releasing its Space Jam: A New Legacy assortment including nine Pop! figures, five Pop! key chains, 12 Mystery minis and a Space Jam: A New Legacy Funkoverse board game.

Collectors will be able to get their hands on three exclusives – a ten-inch LeBron James Jumbo Pop! and flocked Tasmanian Devil, a LeBron James variant Funko Pop! available via Amazon, and a Porky Pig landing on Funko.com soon.

This year’s licensing line-up marks the largest Looney Tunes merchandise collection to be rolled out by Warner Bros Consumer Products ‘in decades.’ Further collaborations include partnerships with brands such as Nike, Vilebrequin, Spalding, the Cotton On Group, and LeBron James’ own athlete empowerment brand, Uninterrupted.

It all lands ahead of the film’s release on July 16th this year.

“The original ‘Space Jam’ was a cultural phenomenon when it debuted in 1996, so it’s no surprise that premier partners around the world are inspired by ‘Space Jam: A New Legacy’ and excited to bring a new collection to a new generation of fans,” said Robert Oberschelp, senior vice president of franchise management and marketing for Warner Bros. Consumer Products.

“We are excited to collaborate with such elite brands to deliver a robust lineup of merchandise that unites the singular style of LeBron James with the iconic fun of the Looney Tunes characters.”

Nike Inc. will release a “Space Jam: A New Legacy” collection globally featuring LeBron James and favorite Tune Squad characters including Bugs Bunny, Lola Bunny and the Goons, Vilebrequin will launch “Space Jam: A New Legacy” swimwear and leisurewear, while the Cotton On Group is releasing new products globally including men’s and children’s apparel, along with stationery, mugs and phone accessories.

And that’s just the tip of the iceberg for the licensing plans for this year.

The latest iteration of The Carousel @ Bloomingdale’s, the retailer’s rotating pop-up shop, will celebrate “Space Jam: A New Legacy” with a unique curation for the family, offering court-inspired fashion to playful outdoor entertaining finds to gifts that enhance the at-home streaming experience.

It will open next month at Bloomingdale’s 59th Street flagship in New York City, select stores nationwide and Bloomingdales.com.

 Space Jam in fashion

 Warner Bros Consumer Product’s “Space Jam: A New Legacy”-inspired fashion collections offer something for everyone with global collections from Nike Inc. and Vilebrequin; stylish plus-size apparel at Torrid; streetwear fashions from Tommy Hilfiger, Bait, Madhappy, Diamond Supply, and NTWRK x UNKNWN; and additional fashion forward lines from Members Only, Forever 21, MeUndies, PSD, Bleacher Report, Rue21 from Hybrid, and Freeze and Pac Sun from Bioworld in the mix.

Capsule collections will also launch from Junk Food Clothing, Pottery Barn Teen and Cakeworthy. Playing with style will be a slam dunk when wearing “Space Jam: A New Legacy” Gamer Jersey, hat, hoodie and t-shirt,all available on Uninterrupted.

There’s  something for every child from infant to tween with cool kids’ fashions from the Gap, Haus of JR, and Outerstuff.

In EMEA, fashion partners include H&M (Worldwide), Primark (US and Europe), Fanatics, Snipes (Europe), LPP (Europe, Middle East), with more to be announced.

In the Asia Pacific region, A Bathing Ape, Carnival, and Freak’s Store are just a few of the partners providing “Space Jam: A New Legacy”-inspired fashions and footwear, plus a limited edition footwear and hat collection are available only in Japan from Converse Japan.

In Australia and New Zealand, EB Games will offer adult tees, headwear, accessories and stationery – everything from drink bottles and backpacks to keychains and totes. Best & Less will welcome “Space Jam: A New Legacy” to Australia with a new range that includes sleepwear and outerwear for the whole family.

In Latin America, designs will launch from Cuidado con el Perro, Paris, Ruz, Centauro, Colecao and more. In Mexico, there will be Cuidado con el Perro t-shirts, Ruz plush and costumes, and novelty board games. In Chile, Colombia and Peru, Paris, Stilotex and Ripley will give fans access to incredible “Space Jam: A New Legacy” inspired products.

In Brazil, fashion and toys will be available from partners such as Grendene, BandUp!, Piticas, Renner, Marisa, Cartel 011, Acuo, Iron Studios, Riachuelo, Grow, and Jandaia, among others, and Rasip will offer new “Space Jam: A New Legacy”-inspired food. An exclusive “Space Jam: A New Legacy” fashion collection with designer Alexandre Herchcovitch under his brand ÁLG will be revealed soon.

On your feet

Come on and slam with Nike Inc.’s Space Jam collections. Fans can buy and wear the same basketball shoes “King James” wears in the film. With youth and adult styles featuring Wile. E. Coyote, Lola Bunny, Bugs Bunny and the rest of the squad, the whole family can “Jam” out and dress up in Nike’s Space Jam collection, which also includes jerseys, tanks, hoodies, jackets, socks and backpacks.

Converse will launch new graphic Looney Tunes sneakers in adult and youth sizes, featuring classic Looney Tunes designs and animation themes, while Crocs will unveil “Space Jam: A New Legacy” slide-ons.

In the accessories space, partners such as Sprayground, Danielle Nicole, Loungefly, Accessory Innovations and Fast Forwardwill capture the on-court action of favorite Tunes on backpacks, court bags and more.

Fossil will release its exclusive Space Jam by Fossil capsule collection, featuring collectible accessories and a limited-edition box set jam-packed with beloved Tune Squad characters on July 7. Starring characters such as Bugs and Lola, the collaboration includes three collections with limited-edition watches, backpacks, small leather goods and more.

Check out digital watch faces and bands Mobyfox, a limited edition collection of watches by Undone, and more styles for the entire squad from Accutime. Whimsical bracelets from Alex and Ani put the Tune Squad on your wrist.

Caps, beanies, and other headwear will arrive courtesy of Junk Brands, Love Your Melon, Mitchell & Ness and New Era, while socks and hosiery will launch courtesy of Stance, Hypnotic Hats, Highpoint, Berkshire, and Rock Em’ Socks.

Sporting the Goods

Spalding, the largest basketball equipment supplier in the world, will continue its legacy of playing an integral role in growing basketball and culture by releasing a new merchandise line inspired by the family film. Spalding will release exclusive hoops and balls and other limited-edition merchandise, hitting U.S. and international retailers, Spalding.com and the Spalding App this June.

Meanwhile, in Home Goods, Franco will introduce movie-themed bedding with blankets, throws, comforters and more, while Hallmark, GeekiTikis and more will bring the Looney Tunes Squad to the kitchen and beyond.

General Mills, Kraft Heinz, McDonald’s, Ferrara Candy Company and more premier food and beverage partners will also join the roster, while in per products, BarkBox will will provide themed chew toys and plush squeak toys for animals.

The licensing roster is complete with more than 20 published titles, spanning movie tie-ins, readers, books and activity books from Penguin Random House, as well as colouring and activity books from Bendon, and fun novelty book formats from Phidal.

Finally, DC Publishing will launch a graphic novel adaptation of the animated/live action movie, written by Ivan Cohen (The Batman and Scooby-Doo Mysteries) alongside an all-star line up of artists. On sale 6/29 for $12.99. Available at major book retailers and participating comic book stores. Also available on Apple books and Amazon.

Green age waste ban | The Insights Family explores sustainability in the kids’ market

This article appears in the Spring/Summer edition of ToyNews

With greater purchasing power comes greater social responsibility… or words to that effect. Undeniable though, is the increasing demand and interest in sustainability and eco-consciousness among target audiences. Here, The Insights Family’s founder, Nick Richardson explores the issue

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Figures from the latest Kids Insights data shows that over half of UK kids aged three to 12 have “a lot” of influence over the toy purchases their parents make. In addition to this, UK kids spend a collective £709m of their own money on toys and games in 2020.

However, children’s purchasing power has changed with growing interest in the environment.

Sustainability is becoming a way of life for many consumers as more people are choosing to buy greener, healthier, ethically sourced, and more environmentally sustainable products. Eco-friendly products accelerated their infiltration into toys in recent years and companies – the likes of Hasbro, LEGO, Mattel, MGA, Playmobil and Clementoni included – also understand that a clear and transparent environmental strategy can give them a competitive advantage while staying relevant.

This trend will increasingly affect families’ purchasing habits and toy brands are strongly recommended to emphasise their environment friendly credentials when planning their marketing campaigns.

The increasing penetration of smartphones and tablets among children is stimulating social activism while also driving eco-friendly product purchases. So-called ‘Greta effect’, named after Greta Thunberg following her “how dare you” speech at the 2019 UN Climate Action Summit, raised the awareness further.

There is also a large eco-influence coming from parents. According to our Toys & Games Global Report 2020, over a third of UK pre-school parents think that it is important for their children to take care of the environment – a year-on-year increase of 56 per cent. Over a third of parents hope to teach their child to take care of the environment before they have even reached their fifth birthday.

Brands have already started to work on producing eco-friendly toys, or at least use more recyclable packaging. According to our Kids & Family Industry Report 2021, 69 per cent of toy companies believe they can make a difference in the sustainability sector.

As a good example, LEGO is another toy manufacturer which has made substantial progress and commitments to change by 2030. The company introduced reusable plastics for bricks and is said to be considering the idea of a LEGO subscription service. In an effort to improve the brand’s sustainability, a rental service could reduce the fossil fuels required to make LEGO, all while keeping eco-conscious parents happy. LEGO is also making a switch towards paper bags instead of single-use plastics.

Meanwhile, Mattel introduced its own MEGA Biobloks at 2020 Nuremberg Toy Fair with the aim of reaching its 100 per cent recycled materials goal by 2030. Likewise, Clementoni revealed its Baby range made from 100 per cent recycled materials in January 2020 as part of its own sustainability push.

The same with Amazon, the favourite online shop of two million kids aged three to nine in the UK, has revealed plans to roll out 500 electric delivery vans in the UK as part of their Climate Pledge. From manufacturing to distribution, there are opportunities for corporations to make improvements to their sustainability practices to engage sustainable consumers.


What does this mean to you?

Brands need sustainability to be incorporated into long-term business strategies, with public transparency and accountability surrounding these targets, to show their loyalty and awareness.

We believe the brands that will succeed at appealing to the sustainable consumer will be the ones who make it straight-forward and rewarding for customers to change the way they consume, purchase, or behave.

Children’s influence on their parents and brands continues to grow every day. Therefore, understanding what attitudes kids hold in real-time and how this affects their purchasing decisions is a critical advantage for brands.

With the purpose to provide children, parents, and families with a voice to shape their worlds, The Insights Family is highlighting why brands need to pay attention to trends like this and carefully reflect on consumers opinion.

The Insights Family® has released its Kids & Family Industry Report 2021 where we have shown how companies are also responding to societal needs, with 64 per cent reporting their business decisions will be affected by a drive towards sustainability.

To read the Kids & Family Industry Report 2021 and learn more about the attitudes, behaviour, and consumption patterns of kids, parents, and families, and to get freemium access to The Insights Family® real-time data portal, please visit: https://try.theinsightsfamily.com/toynews

The Insights Family (formerly The Insights People), is a global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns. Every year the company surveys more than 362,100 kids and more than 176,800 parents.

Hasbro and Gamepath release first details of the Monopoly: Lifesized attraction coming to London this summer

Hasbro and Gamepath – a new division of Selladoor Worldwide – have released the first details of the Monopoly Lifesized experience – a new gameplay attraction due to open in London on August 14th this year.

The attraction will bring together the best of the iconic board game with escape room challenges and team co-operation for the ‘first of its kind in the world’ experience as players move around the board, participating in missions in order to acquire properties, earn money, and progress through the game.

Monopoly Lifesized is an immersive, on-your-feet version of the world’s favourite family game brand. Players will be able to experience the thrill of staging a heist in Mayfair, competing against the clock to build some of London’s most iconic buildings, or solve a baffling murder mystery.

The experience will be held at 213 – 215 Tottenham Court Road, a 22,000sq ft building over three floors in the West End. The building will house a retail outlet selling a range of Hasbro game merchandise, as well as The Top Hat – a Monopoly themed bar and restaurant serving signature cocktails and a British small plates menu.

Monopoly Lifesized will consist of a 75 minute gameplay segment on a 15 x 15m board, featuring eight properties, two Utility Companies, two Train Stations, Jail, Free Parking, Go, and Just Visiting. Each board can host between eight and 24 people split into four teams, all playing against each other.

Each team will have their own personal Monopoly token  – Scottie Dog, Boot, Racing Car, etc. – leading them around the game, taking scores, and giving hints where required. Each property square will have a full-sized location specific room behind it that players enter to participate in a challenge to ‘acquire’ that particular property.

The challenges will be a mixture of physical and mental puzzles and games that will test players’ skills and lateral thinking, and will be themed appropriately for the square, featuring either some historical or current day relationship with that part of London.

Monopoly: Lifesized will be created by a team drawn from across the immersive theatre, tech, and escape room worlds. Creative producers on the experience are Tom Beynon and Paul Mansfield, with set design by Tim McQuillen-Wright (designer for Secret Cinema experiences Stranger Things, Blade Runner, and Moulin Rouge) with costume design by Sarah Mercade, sound design by Luke Swaffield, and production management by Entourage.

Julia Posen, head of development at Gamepath, said: “Hasbro’s original board game continues to lead the market year in, year out and is loved globally by every generation that has grown up with the game. It has been an exciting journey to work with the talented Gamepath production team to bring this new experience to central London.

“We’re very excited as we know we have created something really special for people of all ages. When you step into the world we’re creating, we promise a dynamic, lively interactive experience and a great night out. Get ready for high risks and high rewards where there’s no ceiling to winning. As long as you can stay out of jail.”

David Hutchinson, CEO of Gamepath, added: “For us, Monopoly: Lifesized represents a major entry into a growing and exciting marketplace. Audiences want to consume live performance differently, and what better way than to jump into a lifesized version of the world’s favourite board game? Our creative team has been working their magic to fuse an experience that puts our audiences centre place on the board, and brings together our theatrical roots with innovative, digital and immersive storytelling.

“After everything we’ve missed out on individually and collectively and given the decimation of our high streets and city centres, it’s really exciting to be launching this now – we hope that we’ll be able to contribute to the recovery of Central London, and bring people back together in our fabulous Capital with a major new attraction in a major new destination building.”

Matt Proulx, vice president, Location Based Experiences at Hasbro said: “We are thrilled to be working with our best-in-class partners at Gamepath. Given its track record creating world class live performances, we believe that combining their skills along with our beloved Monopoly brand will create an exceptional, one-of-a-kind experience that truly brings the Monopoly game to life in a way only once imagined. We cannot wait for individuals of all ages to be able to once again get out and play together.”

The venue will be Covid-secure, adhering to all latest government guidelines, including one-way systems for the retail and food and beverage areas, hand sanitisers throughout the building, an enhanced deep cleaning regime, and with temperature checks undertaken for patrons and staff on arrival.

The capacity for each gameboard is limited to 24 maximum, and players are encouraged to form teams within their household bubbles. The producers will keep guidelines under constant review.