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Jazwares makes Licensing Expo debut with Squishmallows

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Leading toy and licensing powerhouse Jazwares is at Licensing Expo Las Vegas until 26 May, showcasing its wildly successful Squishmallows plush brand. 

The monumental growth of Squishmallows, the #2 Toy Property and #1 Plush according to The NPD Group’s April 2022 report, has fuelled a raft of cross-category collaborations across beauty, games, apparel, home decor, and more, adding to the brand’s robust portfolio of best-in-class licensing partners.

Building on a phenomenal 2021, this year Squishmallows took the play industry’s top honour, the Toy Association’s coveted overall Toy of the Year award, while also hitting a 125 million plush sold milestone.

On social media, Squishmallows content has officially squished through the roof, generating nearly 6.5 billion video views on TikTok, and @squishmallows (and related hashtags) has been tagged in more than one million Instagram posts. Additionally, the Squishmallows social media channels have ballooned to more than 827,000 followers, and nearly 100 global and local Facebook groups have been created by fans.

In the Metaverse, the recently launched Squishmallows on Roblox game has ascended to the #1 Toy Game, as measured by concurrent players, with a massive 1.5M monthly active user base.

“As Squishmallows continues its evolution as a preeminent global lifestyle brand, we’re opening the door for big-sky opportunities setting the stage for meaningful fan-first product extensions,” says Judd Karofsky, Executive Vice President, Jazwares. “Demand for Squishmallows is skyrocketing so we’re more than ready for millions of people around the world to enjoy their favourite Squishmallows characters via a wide array of growing product categories and experiences.”

Recognising the brand’s vast global audience and multi-generational appeal, Jazwares created its premiere Squishmallows global licensing programme last autumn, supported by some of the biggest names in consumer and lifestyle products including Bioworld, BigMouth, BBC International, Franco Mfg., Fashion Angels Enterprises, Primary Colors, HarperCollins Publishers, and more.

Attendees of Licensing Expo are encouraged to experience the Squishmallows lifestyle at booth #0214 in the Bayside Exhibit Hall at Mandalay Bay. New licensee highlights include:

  • In the United States, Taste Beauty, a leading beauty brand for teens, tweens, and beyond, will make a unique line of lip, nail, cosmetic, and bath and body products inspired by the colorful world of Squishmallows.
  • Additionally, The Op I USAopoly, a leading developer and manufacturer of board games and puzzles, has been tapped to create a custom Squishmallows Monopoly game with an exclusive 4incharacter.
  • Kurt Adler will develop a line of Squishmallows ornaments and stockings, perfect for the holiday season.
  • In Europe, an expansive consumer products licensing programme will also be supporting Squishmallows with a wide array of cross-category support. Soon to be announced licensees are expected to include bath and beauty, swimwear and apparel, and bedding, as well as multiple products from world-class lifestyle brands.

Since Squishmallows debuted in 2017, each plush has featured its own lovable personality, and they have become known for their ultra-soft feel and whimsical design that have captivated fans of all ages, both online and in person. More than 1,000 Squishmallows ranging in size from 2in to 24in have gained the attention of bona fide Squishmallows fans in more than 40 countries. Such strong brand retention has resulted in multiple line extensions, including HugMees, Squish-Doos, Stackables, and Squishville.

 

Farshore to publish Squishmallows official collector’s guide

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Farshore has acquired publishing rights to the official collector’s guide for the award-winning plush property, Squishmallows. Emma Cairns-Smith, Global Licensing Acquisition Director for Brands and Licensing at Farshore, signed a worldwide rights deal with Jazwares along with its Kellytoy subsidiary for the Squishmallows Official Collector’s Guide.

 Since Squishmallows launched in 2017, over 100 million Squishmallows plush products have been sold globally. The phenomenon has spread to online spaces, with the brand achieving 6.1 billion impressions online and “Squish Hunting” – people posting videos and photos dedicated to collecting the 1,000+ ultra-collectable Squishmallows – becoming hugely popular.

Squishmallows Official Collector’s Guide is designed to be the perfect gift for all plush-loving superfans and the official guide to the world of Squishmallows. Scheduled to launch in July 2022, it will feature tips for finding rare and collectible Squishmallows, all the information you could want about Squishmallows Squad collections, a Squishmallows Super Fan quiz and more.

Emma Cairns-Smith, representing Brands and Licensing at Farshore, says: “Squishmallows is a gigantic toy brand with an army of TikTok fans and influencers behind it. We are so excited to create publishing which engages with those fans across the globe.”

Sam Ferguson, Vice President, Global Licensing, Jazwares, adds: “Collaborating with Farshore brings new opportunities for fans to explore the ever-growing world of Squishmallows with fun tips and tricks that bring a new level of fun to the hunt.”

 Squishmallows Official Collector’s Guide is scheduled to publish on 7 July 2022, for fans aged 9-18+

 

 

Jazwares expands footprint in Europe with new sales office in Paris

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Jazwares, a global leader in toys and licensing, has announced the opening of its new French office in Paris, as part of its global expansion plans.

The Paris location adds to the existing group of European offices in the UK, Germany and Holland, and is a reflection of the company’s current growth momentum.

The Paris office will have local sales staff to support the growing business in France and will be led by newly appointed Sales Director Vincent Vandamme (above).

He joins Jazwares after 18 years at The LEGO Group, most recently as Head of Field Sales, France. With more than 25 years of experience, servicing the most important customers and channels in France, Vincent brings extensive expertise and in-depth knowledge of the local French toy market.

Jonny Taylor, SVP, Europe, says: “We have meaningful direct to retail businesses in the UK, Ireland, Germany, Switzerland, Austria and the Benelux region. France is a critical business market in Europe and we are thrilled to have Vincent on board to lead the business. We now have the right commercial team and product ranges to drive exciting growth within the region. It’s time to take our business in France to the next level, another exciting step in the company’s journey.”

Jazwares appoints new commercial and licensing director amid continued ambitious plans for European growth

Pokémon’s 25th birthday celebrations continue with Selfridges toy-space takeovers

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The Pokémon Company International has taken over part of Selfridges’ toy space in three UK stores.

The pop-up activation, which launched on December 13 and will run until the end of January, forms part of the final celebrations of the yearlong celebration of the brand’s 25th anniversary.

Special branded areas have been created at the Selfridges stores on Oxford Street in London, in Birmingham’s Bullring and in the Trafford Centre in Manchester, to promote the Pokémon range in-store and provide a fun and immersive experience for fans of all ages. In addition to a wide selection of Pokémon products, the activation also offers great photo opportunities, including costume character visits to the Oxford Street store

The Pokémon spaces have a Pikachu motif — the iconic Pokémon has been the face of the 25th anniversary. Its bright yellow image can be seen on displays and shelving, as well as digital screens that share promotional content from the different Pokémon brand pillars.

Winner of Best Gaming Licensed Property at the 2021 Licensing Awards, Pokémon is offering a wide range of product across the pop-ups, including special 25th anniversary items.

On display are toys from Jazwares (distributed by Character Options), including an exciting relaunch of the volcano-themed backpack playset, as well as new silver figurines and Pokémon plush. Construction sets from Mattel, collectibles from the Wand Company and Funko Pop! exclusives are also available. The Wand Company’s new Poké Balls feature their latest release, the Dusk Ball replica, while new Funko Pop! Pokémon include silver metallic anniversary figurines.

The new launch from the market-leading Pokémon Trading Card Game is also available. Pokémon TCG: Celebrations commemorates 25 years of the brand and includes remakes of classic TCG cards. Jointly featured is the newly released Sword & Shield—Fusion Strike expansion.

“We are delighted to team up once more with Selfridges for this exciting activity,” says Mathieu Galante, Licensing Director (EMEA) forThe Pokémon Company International. “We have had an amazing year as we’ve celebrated our 25th anniversary and there could be no better way to conclude the festivities than with this takeover in such a prestigious store. We’re sure fans old and new will be thrilled with what’s on offer when they visit these fun and vibrant Pokémon pop-ups.”

The takeover follows a successful collaboration with Selfridges in 2018, at its flagship Oxford Street store, which featured a branded wall, exclusive merchandise and a special event.

Yahoo Ryot Lab, Charli Cohen and Selfridges create virtual 3D experience for limited edition Charli Cohen x Pokémon collection

Squishmallows pushes for global lifestyle brand status with cross-category product launches

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Jazwares, along with its Kellytoy subsidiary, today unveiled an expansive consumer products licensing programme supporting its Squishmallows plush brand sensation.

On the heels of the milestone of 100 million Squishmallows sold, Jazwares is teaming with a raft of licensees to make Squishmallows a global lifestyle brands for fans, families, and collectors around the world.

“As the Squishmallows brand evolves, we’re focusing on impactful category collaborations that entertain and delight our millions of fans in authentic, meaningful ways,” says Judd Karofsky, Executive Vice President, Jazwares. “Our licensing partners are embracing the Squishmallows brand DNA and we can’t wait to launch unique new merchandise to a wide range of retailers and consumers this year and beyond.”

Each Squishmallows plush has a unique name and backstory that brings its personality to life. Squishmallows are sold at thousands of retail outlets, including independent and speciality stores, amusement parks and U.S. national chains such as Target, Five Below, Walgreens, Walmart, Learning Express, Cracker Barrel, CVS, Costco, Justice and Hallmark, and in the UK at Smyths, The Entertainer, Argos, Toymaster and more.

Squishmallows licensee highlights:

  • Bioworld, the pop culture specialists, is known for delivering lifestyle collections to fans globally across apparel, loungewear, headwear, bags, socks, collectable accessories and more. In 2022 Bioworld will offer a full suite of Squishmallows branded merchandise.
  • BigMouth, a designer and manufacturer of fun lifestyle products, will make Squishmallows branded pool floats, cooler bags, beach chairs and pop-up tents.
  • BBC International is a global design, development and sourcing footwear company currently offering a full line of Squishmallows branded footwear.
  • Franco Mfg. will develop Squishmallows bedding and accessories including throws, as well as beach and bath blankets.
  • Fashion Angels Enterprises will offer students and teachers exciting new Squishmallows fashion stationery and back-to-school accessories.
  • In partnership with Parkside Collectibles (OEM), Jazwares will launch a new line of Squishmallows-inspired trading cards with Series 1 scheduled to arrive in the U.S. market this year. The cards feature Squishmallows favourites, with more than 650 cards to collect.
  • Primary Colors, a premier producer of cookies, candy and snacks, will partner with Jazwares to bring fun and innovative Squishmallows gummy and candy products to retail stores nationwide.

Established in 2017, Squishmallows has become a social media sensation that continues to cultivate a strong following online.

Organic Squishmallows content has generated nearly 5 billion video views on TikTok and @squishmallows (and related hashtags) have been tagged in more than one million Instagram posts. The Squishmallows social media channels have ballooned to more than 700,000 followers and nearly 100 global and local Facebook groups have been created by fans.

More than 1,000 Squishmallows ranging from two to 24-inches in size have gained the attention of bona fide Squishmallows fans in more than 40 countries. Such strong brand retention has resulted in multiple line extensions, including HugMees, Squish-Doos, Heroes, Flip-A-Mallows, and Squishville.

Spacetoon and IMPS bring Smurfs TV series, toys and live experiences to MENA

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Spacetoon, the family edutainment content provider, producer, and broadcaster, has recently partnered with IMPS to bring The Smurfs to MENA through Spacetoon TV channel, entertaining on-ground branded events and new toys.

Based on this partnership, the two parties are to work on re-introducing the show to young audiences in MENA by broadcasting the localised, Arabic dubbed version of The Smurfs in 3DCG animation style, in addition to recreating the “good old days” for those who grew up watching it in 2D years ago.

Audiences will be able to enjoy the adventures of Papa Smurf, Smurfette, Brainy and Clumsy, along with all other inhabitants of The Smurfs Village. This step comes as part of Spacetoon’s strategy to run the most-loved kid- and family-friendly content.

As the promotional licensee of the brand in the region, Spacetoon also has plans to expand the presence of The Smurfs in MENA through various on-ground entertaining activities.

The deal also includes bringing new The Smurfs toys to MENA market, in collaboration with ToyPro, the leading toy distributor in the region. This new toy line by Jazwares, the new global master toy partner of The Smurfs, includes action figures for The Smurfs characters, in addition to toys for all family members to enjoy.

Commenting on the partnership, Kamel Weiss, Strategic Business Development Director of Spacetoon, says: “The Smurfs is a multigenerational title that has been resonating with audiences for 40 years now, and we are proud to have it back in MENA as a TV show and also as branded events. We are aiming to pull all family members together to enjoy live entertaining experiences that suit all ages.”

“We are very excited to bring The Smurfs toys to the region to deliver a full family-entertaining experience with our media partner Spacetoon TV,” says Fawaz Abidin, Managing Director of ToyPro. “The Smurfs figures – reflecting their distinctive personalities – the different playsets, vehicles and plush toys all will hit the shelves in the MENA market next year.”

 

YouTube star Like Nastya to launch Jazwares toy line and NFT collection

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The YouTube sensation, Like Nastya, has detailed the autumn launch of her first toy line, a range developed by the international toy maker, Jazwares in a partnership brokered by the global licensing agency, IMG.

The seven-year-old social media star’s toy line represents the latest expansion of Nastya’s universe in which Nastya and her parents play, learn, sing, explore, and share their life experiences on social media. Her YouTube videos cover topics from songs, nature, and animals, to the importance of eating healthily.

Like Nastya currently enjoys more than 220 million subscribers on YouTube, 5 million followers on TikTok, and a thriving Instagram channel.

The toy space is not the only sector into which the Like Nastya brand is expanding this season as IMG has also secured an NFT collection with Gary Vaynerchuk’s VaynerNFT.

Nastya, who at birth was diagnosed with cerebral palsy, which inspired her first YouTube video and has since significantly improved, and her family will be donating a portion of proceeds from her NFT collection to the Cerebral Palsy Foundation.

Eyal Baumel, CEO of Yoola and Nastya’s manager, said: “Millions of kids and families around the world embrace Nastya as a friend and role model, and we are excited to expand Nastya’s universe into the physical world with the new toy line, and in the metaverse with our unique NFT program.

“This will allow Nastya’s community to own a collectible memory of Nastya, but to also use some of the unique utility NFTs to engage with her in the most special ways, including birthday greetings, connecting on social media, shoutouts, and even a live video call.”

Laura Zebersky, president of Jazwares, said: “Based on Nastya’s unbelievable success as a young content creator and role-model, imaginative play is the focus in our toy line so we are bringing to life and extending Nastya’s colorful adventures and positive messages.”

The toy line has been created to appeal to girls aged four to six years old and features Nastya’s Fancy Princess Surprise Doll, an eight-inch doll in the likeness of Nastya and it includes 50 unique surprises such as outfits, wear-and-share accessories, and more.

Other toys in the line include themed Nastya eight-inch dolls such as Sleepy Time, Princess and Rock Star, 12 distinctive three-inch Collectible Figures, a Nastya Bedroom Playset, plush toys and headbands. The toys will range in price from $4.99 to $39.99 and will be available in the US and UK at retailers including Target, Amazon, Walmart.com and Claire’s starting this autumn, before being released worldwide in different drops through spring 2022.

Nastya’s NFT collection, meanwhile, presents a new way for Nastya to engage with her community; and capitalise on the hyper-growth NFT market. With multiple tiered price points, and plenty of surprise and delight activities, “Nastya’s Originals’ collection is designed to bring a smile to the face of her fans, and extend the Like Nastya community into the metaverse.

“There are very few people on earth that have ever amassed an audience the size of Nastya and we are thrilled to work with her and her family,” said Gary Vaynerchuk, CEO of VaynerNFT, who recently launched his own successful VeeFriends project in May, 2021.

“The fact that her circle is thoughtfully thinking about how to bring her audience value through an NFT project instead of trying to make a quick buck is exactly why we wanted to work with them and is exactly the way that VaynerNFT wants to structure projects.”

Van Kokeh, Associate VP, Licensing, IMG, added: “Nastya’s engaging content, reach and musical talent allows us to expand her licensing program across all key areas and categories. Our unique strategy to launch her toy program with Jazwares, alongside her first NFTs, is just the start of the incredible program we have planned for the long-term growth of the Like Nastya brand globally.”

Jazwares appoints new commercial and licensing director amid continued ambitious plans for European growth

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As part of the company’s ambitious and ongoing growth strategy for the European market, toy maker and licensing specialist, Jazwares, has appointed a new European Commercial Director and European Licensing Director.

After almost two decades at Argos and Sainsburys, most recently as the Buying Manager for Sports, Leisure, Outdoor Toys & Nursery, Matt Stent joins Jazwares as its new European Commercial Director, reporting into Jonny Taylor, SVP Europe. Stent will be responsible for growing Jazwares’ business in Europe both through its regional offices and third-party distributors.

Meanwhile, Sam Bourne, the former Head of Licensing and Brand at Rubie’s Masquerade, brings a wealth of experience within licensed consumer goods to her new role as European Licensing Director. Reporting into Global VP of Licensing, Sam Ferguson, her role will focus on ensuring Jazwares delivers commercial value and results to global licensing partners, as the business continues to grow.

In addition to both of these appointments, Jazwares has expanded its UK team with a further ten hires to fill newly created positions across licensing, sales, marketing, operations, and business intelligence.

“We are thrilled to be adding such strong talent to our team, to match our growth both in the UK and across Europe,”  said Jonny Taylor, SVP Europe. “Exciting times ahead.”

Jazwares taps costume industry veteran Stephen Stanley to lead its new Costume Play division

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Jazwares has detailed the formation of its Costume Play division, a new department that will focus on the development of licensed costumes for all ages to be led by the costume industry veteran, Stephen Stanley.

Under Stanley’s watch, the division will look to bring stylised features and innovation to the costumes sector, enabling fans to dress up as their favourite characters from across the pop culture and entertainment space. The division will produce costumes for fans of all ages.

Items within the portfolio will span dress-up trunks with outfits, masks, and role-play accessories for kids’ everyday costume play, as well as high-end cosplay outfits, masks, and accessories for comic conventions. The division will also develop pet costumes, seasonal Halloween items and treat carriers.

Jazwares’ first lineup of dress-up trunks and everyday costume play products will be available beginning Spring 2022, with all-new styles launching across retail channels for Halloween 2022, including hundreds of costumes, masks and other costume accessories featuring beloved characters from the Star Wars galaxy, the Marvel Multiverse, Spider-Man’s Spiderverse, and Squishmallows.

Costume industry veteran, Stanley will oversee the Costume Play team as General Manager. Stanley, a co-founder of the Halloween and Costume Association, has more than 20 years of costume business experience. He served previously as co-president of Disguise and was most recently managing director of the licensed costume business at Rubie’s Costume Company.

Reporting to Jazwares’ executive VP and partner Michael Rinzler, Stanley leads a team of costume industry executives. He is joined by divisional design lead Anthea Koveos Rodgers, who was previously head of costume design at both Disguise and Palamon.

The team will also consist of Halloween & Party senior sales director Michael Esposito, who was most recently national sales manager at Rubie’s; senior brand director Thomas Schilling, previously category manager at FunWorld and the Marvel and Star Wars brand manager at Rubie’s; and VP and general manager of Jazwares Costumes in China, Terry Ma, who joins the company from his previous role as general manager of Disguise China.

Rounding out the team are Angelina Castro as marketing director, Maxwell Lux as Senior Brand Manager, and Daniel Jung as Associate Brand Manager.

“As we continue to grow Jazwares’ offerings into new categories of play from pet toys to costumes, we are thrilled to launch a dedicated division for all things costume play,” said Rinzler. “Stephen has earned an incredible reputation as a leader in the Costume business and we are thrilled to welcome him and this tremendous team of industry experts into the Jazwares family.”

The Jazwares Costume Play team is supported by Jazwares executives across multiple areas, including global licensing, sales and planning, design, product management and development, and Jazwares China.

Dino Ranch renewed for second season at Disney as its US preschool licensing slate readies for growth

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The popular preschool series, Dino Ranch has been renewed for a second season at Disney, with a scheduled broadcast date on Disney Junior and Disney+ in the US and Latin America for the beginning of 2022.

A broad licensing programme is already underway with a master toy line from Jazwares preparing to launch this year, while Boat Rocker is currently working with its master publishing partner, Scholastic, to design and produce a wide range of Dino Ranch readers, sticker story books, novelty, activity books, and audio books with products slated to land this autumn.

Further licensees have been secured in the US for apparel, bedding and bath, watches, Halloween costumes, and costume characters for live events.

Season two of Dino Ranch follows a successful first season, which saw the series premiere on CBC in Canada, and was the number one US cable series among Kids aged two to five at launch on Disney Junior. Season one has also just launched on SVOD service Disney+ and is coming to Disney Junior Latin America in August, and SRC Canada in September.

“Dino Ranch has received an incredible response from kids and parents around the world and we couldn’t be happier to have the opportunity to produce a second season,” said Michel Pratte, president, Boat Rocker Media, and general manager, Boat Rocker Studios.

“The show is a shining example of franchise IP for Boat Rocker and we are looking forward to continuing to build brand affinity and engagement love for ‘Dino Ranch’ with our partners.”

Jon Rutherford, president, Boat Rocker Studios, Kids & Family and Rights, said: “We’re very excited to continue our strong partnership with Disney for Dino Ranch. Disney’s incredible support, along with the show’s ability to resonate with audiences through its unique blend of dinosaurs, family and engaging storytelling has helped us achieve immediate success. With Season two, we plan on deepening engagement with our fans by unveiling new characters and locations, and many new thrilling adventures with the Cassidy family.”

Internationall, the show has seen strong sales, including with Disney+ in the UK and Ireland, Australia, and New Zealand. It’s also landed with Super RTL/TOGGO Plus in Germany, Gulli plus TiJi and Gulli Africa in France, Cartoonito in Italy, Hop in Israel, and SVT in Sweden. NRK in Norway, DR in Denmark, YLE in Finland, TVP in Poland, and HRT in Croatia have also picked up the series.

Dino Ranch is created by Matt Fernandes (of Industrial Brothers) and produced by Industrial Brothers and Boat Rocker Studios, in association with CBC Kids and Radio-Canada. Boat Rocker Studios manages global franchise development, including content distribution and consumer products. Animation services for season two of Dino Ranch will be provided by Boat Rocker’s Jam Filled Entertainment.