Tag Archives: lead

British gaming studio Boneloaf taps Toikido for Gang Beasts global master partnership

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Toikido has struck a new major, global master partnership in the gaming space, this time partnering with the British indie games publisher Boneloaf to launch a range of toys, apparel, stationery, and more for the popular, multi-player beat ’em up party game, Gang Beasts.

The new pairing marks the second major gaming IP that Toikido has signed up since its launch last year, following the success of its Among Us toy line, a range that it currently causing a stir on the global toy and retail scene.

“We are huge fans of the Boneloaf team and have been playing Gang Beasts together and with our families for age, so to bring it into the Toikido stable is amazing,” said Darran Garnham, founder of Toikido.

The British studio, Boneloaf is currently working on a series of experimental multi-player party games, protoyping and play-testing to best identify fun new titles. Having grown up on a diet of Mario Kart 64 and Goldeneye 007, the studio has set out its mission to develop titles with a similarly lively and fun feel to them.

Recently announced for release on Nintendo Switch, Gang Beasts already has a strong fanbase and a series of honours, including Honourable Mention for Excellence in Design the Friendly Fire (Best Game to Mess with Your Friends) from Curse at E3, the Gamer’s Voice Award in the Multiplayer category at SXSW, Better with Friends Steam Awards, and a BAFTA nomination in the Multiplayer category in 2018.

The first range of product from Toikido will launch in 2022, spanning categories including, but not limited to toys, apparel, stationery, and more.

Toikido is a business that “pushes the envelope of innovation” in not only the kind of toys and IP it delivers to a contemporary toy industry, but in the way the industry itself operates. Boasting an infrastructure to operate at lightning speed, the outfit brought Among Us to market in under six months from agreeing terms to hitting the shelves, a practice deemed as revolutionary to the normal route to market.

“Toikido has been born by handpicking amazing people who I have always wanted to bring together,” Darran Garnham, the businesses founder told ToyNews.

“We’ve developed an ecosystem across many disciplines and skills that are really going to shake things up a bit and I’m really very excited about the future of the business.”

Gaming’s new rules | How Bits + Pixels is changing up the narrative with ‘unpredictability’

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Co-founded by the Konami alumni and video gaming and geek culture enthusiasts, Sandra Arcan and Su-Yina Farmer, right around the same time that the video game licensing scene underwent its most recent metamorphosis and really took off in its current form, Bits + Pixels is a specialist agency with a lot of skin in the game.

Since its foundation, ‘unpredictability’ has been the message at the core of the work – and partnerships and collaborations – that this duo have set out to achieve; keen to establish a new kind of geek and pop culture product for a new kind of geek and pop culture audience. It’s why the firm has introduced us to the likes of the Destiny x Palladium footwear range, or the Resident Evil 2 Zombie make-up kit.

In fact, Bits + Pixels is interested in one thing; and that’s innovating in a licensing space filled with creativity. It’s perhaps why the pair’s latest endeavor is to change up the narrative to see the significant female gaming audience better represented in the licensed consumer products space, in a reflection of a female gaming audience in both size and importance. Could that mean that we’re about to see video gaming leave a far greater mark on the health and beauty space in the near future? Well, according co-founder, Sandra Arcan, certainly yes, if Bits + Pixels has anything to do about it.

Licensing.biz catches up with Arcan to learn more about the company’s plans, approach, and onus on keeping it all unpredictable when it comes to innovating and discovering a new future for the video game licensing space.

You guys have a rich history with the video game space, can you talk us through what brought you together to create Bits + Pixels, what the company brings to the video game licensing sector and how you guys are looking to stimulate innovation in the space? 

The creation of Bits + Pixels was really the result of two things happening around that time, namely rediscovering my love of gaming when working with Konami on their licensing, and that being just at the time when interest in the sector was building momentum. I felt it was the right time to set up that specialist service and did so with my Konami colleague and friend, Su-Yina Farmer.

We bring knowledge and passion for gaming and ‘geek culture’ and a strong sense of wanting to do right by the gaming studios and communities that we work with and wanting to do some really cool, standout things along the way. The main way we think we can stand out is by bringing partnerships that are perhaps initially unexpected but, in fact, make a lot of sense.

How has Bits + Pixels evolved since you launched, and how reflective is this evolution of the video game and video game licensing sector today?

We’ve organically grown our services, initially through the strength of our relationships with clients who entrusted us with projects outside of licensing, namely event production. Su-Yina has event planning experience which made this very seamless and we’ve been able to secure additional event based work since then.

We’ve also been helping brands both inside and out of the games industry engage gamers through influencer marketing and talent recruitment. Influencers have been moving the needle for some time when it comes to product launches, brand awareness and credibility objectives, and now it’s becoming increasingly common to engage them for gaming licensed product launches. These new service components sometimes come together nicely into one project, with licensing, event and influencer elements, such as the Destiny Community Mixer we produced for Bungie in December 2019.

What sort of step change have we seen in the video game licensing sector in recent years, and what has fuelled this? Looking at the clients you’ve worked with and the partnerships you’ve overseen in the space – there’s a new level of innovation and immersion in IP/game brands being explored right now. How exciting is the video game licensing space right now?

Gaming is just ever more present everywhere you look within the entertainment sector. More gaming IPs are being adapted to the small and big screen, more high profile actors are voicing characters in games, more high profile brands are partnering with gaming franchises, and these are just some of the reasons everyone has been wanting to get involved and innovate in this area. So it is extremely exciting and full of potential, and it’s why you’re seeing more licensees, agencies and retailers proactively chasing opportunities. 

What is important to keep things exciting is the intent to keep trying new things and push forward with broader selections of games and product categories, otherwise there will inevitably be stagnation and repetition.

What do you think has driven this more developed and creative approach to video game licensing?

Gamers demand well designed products. Previously, they would take what was available, but they now have an increasing choice of creative consumer products and, as such, expect that even more. If you look at the highest end of product development, such as premium collectible figures, you see that gamers will invest in a special product if it’s executed well. That certainly applies to all categories too, so brands and licensees are striving to deliver that as much as they can.

How receptive have retailers and licensees become to the video game licensing sector in recent years? Why do you think this is?

For that matter – how do you think games companies and publishers have changed their approach to licensing – has the perception shifted? How important has licensing’s role become in the video gaming space?

Retailers and licensees have been very receptive, albeit that many take time to understand the opportunity before going in with a bid for gamer’s attention (something we very much support, of course!).  They know it’s an extremely appealing consumer as they spend more time in their favourite gaming franchises (often hundreds of hours) than in other entertainment consumption activities such as watching TV series or movies.

When it comes to gaming companies, most have been keen to offer a licensing programme during recent years. Often, the main thing that might stop them jumping in is the know-how and resources. However as more brands are launching their own licensed collections, studios are looking on and realising they need to invest in either in-house expertise or that of an external agency like ours.

They all know how important a physical product is as an additional brand touch point, but it’s just about being comfortable and ready to set up the right operation for it. 

Can you tell us about some of your favourite or most successful partnerships in the video game sector? How have these shaped your own approach to video game licensing or set a course for what the future of video game licensing may look like?

We’ve had two tremendously successful launches of the Destiny x Palladium brand collaboration. Another one we loved working on was the collaboration between Capcom’s Resident Evil 2 and cosmetics brand, Mehron. Mehron, being the leader in professional special effects makeup, were able to bring their expertise from working on Broadway, Hollywood sets and Cirque du Soleil, to making a super fun Resident Evil 2 Zombie Cop makeup kit. The common thread with these two partnerships was the strength of the fit between the brands which fans really ‘got’ and appreciated. 

We will always target partnerships that prompt a reaction of ‘oh, that’s interesting’ followed by an understanding of why it makes complete sense. If it’s initially unexpected, that’s even more exciting for us personally as unpredictability, when done right, is arguably more engaging. 

What categories would you like to see gaming IP move into?

We’d love to see the significant female gaming audience better represented in the licensed consumer products area. Beauty and more female-targeted categories, to reflect the importance and size of the audience would be great to see and something we’re currently working on, so watch this space!

What’s going on in the video gaming sector right now that could impact the look of its licensing activity in the coming years? I.e game streaming, things like Fortnite Creative, player immersion and the idea of the digital self etc?

There is definitely a lot of user-generated content out there from various gaming titles, however it is generally a more complicated proposition to license. Streaming is such a popular, engaging and influential way for people to consume gaming content, so we’ll for sure see more top streamers with their own licensed product collections in mainstream retail.

What’s next for video game licensing? Is it headed in the right direction? 

I’m hoping that we’ll see more retailers getting involved with video game licensing, and that the ones that are already offering a gaming proposition will go even further in a more representative way. There are just so many amazing gaming brands with extremely active fanbases, so it would be a shame not to see some more of these on the shelves of high street and independent retailers. In the meantime, we’re seeing more gaming brands developing their own comprehensive ecommerce stores and this is truly one of the most effective ways to drive merchandise sales organically through the brand’s own ecosystem. 

I think we are bound to see more brand collaborations too, and hopefully in an ever more diverse set of categories.

Thank you Sandra, for your time chatting with us. Before we let you go, tell us, what’s next for Bits + Pixels?

We want to remain at the forefront of whatever is relevant in gaming and how gamers are consuming content related to it. We have some exciting projects in the pipeline which will hopefully continue to bring brands, creators, concepts and ideas together in imaginative ways.

Rubies launches range of adaptive costumes to make dress up and role-play more inclusive

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Rubies has released a new range of adaptive costumes designed for children with limited mobility and boasting a selection of features that makes them optimised for ease of wear, accessibility and fitting.

The new collection has been designed to enable all children – regardless of their level of ability – can engage in role-play and dress up, with specially designed features that allow them to do so.

Features include back opening in the trousers and skirts, which allows wheelchair users to dress in bed or in a laying down position, and the combination of Velcro fastenings with elasticated areas add comfort and allow for easier dressing. A discrete front flap opening allows access to tubes on the abdominal area.

Furthermore, the seated area of the costumes is free from costume fabric, helping to reduce pressure points which can cause sores and ulcers from wrinkles, creases or pronounced seams.

To ensure the collection provided comfort and inclusivity with the key demographic, the costumes have been tried and tested on a select focus group of participants in this year’s Superhero Series Powered by Marvel, with positive feedback across the board on the designs and features. One of the costumes even featured on a Good Morning Britain section with Emerson Grant showcasing his Spider-man outfit to the nation.

Mike O’Connell, managing director, said: “We are extremely pleased to announce the introduction of Adaptive Costumes into our extensive licensed portfolio. As an inclusive and innovative company, we strive to create a world where everyone can express themselves equally. Although our exclusive Adaptive Range costumes are different in their features and design, we wanted to ensure our price point matched any other costume of the same quality within our range.

“Dress-up play is a very important part of childhood, allowing children to explore different characters and role models and shape who they become, and we hope these costumes will allow every child to be able to do this.”

The new range will launch with a choice of characters from Marvel, DC and The Mandalorian that are instantly recognisable and highly inspiring to children. The superhero range in particular focuses on Captain America and Spider-Man’s jumpsuits featuring 3D padded muscles; both consist of tops, trousers and snood.

The range also includes Wonder Woman’s dress which has a shimmering sequin bodice detail, a full layered skirt and comes with a range of accessories to complete the character including cape, boot covers, gauntlets and a foam tiara.

Adaptive Costumes will be available to order in time for Halloween. Contact the Rubies sales team to find out more.

Tinderbox sparks new partnership with Ubisoft for Far Cry and Just Dance gaming franchises

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The French video game company, Ubisoft, is partnering with Tinderbox – the digital division of Beanstalk – to represent its top selling gaming franchises, Just Dance and Far Cry for licensing across Europe.

Under the new partnership, Tinderbox will support both franchises, Just Dance and Far Cry, by expanding the European
consumer products footprint into new categories and channels, pursuing opportunities across fashion, collectibles, home, gifting and novelty, consumer electronics and more.

Since its formulation in 1986, Ubisoft dedicated itself developing high quality games that resonate with all kinds of personalities. Its Far Cry franchise – now in its 17th year – features open-world, first-person shooter games known for their wilderness environments and survival thematics. Today there are over 60 million unique players in the franchise, and the next title, Far Cry 6, is to be released on October 7th, 2021.

Meanwhile, Just Dance is the number one Music Video Game franchise of all time,boasting 11 titles, 80 million games sold, and
more than 138 million registered players worldwide. The evergreen franchise invites players to have fun playing with their family and friends, or to keep fit, exercising at home to classic songs and the latest hits.

The next title, Just Dance 2022, will release on November 4th, 2021.

Dave Tovey, head of Tinderbox at Beanstalk, said: “We are thrilled to be partnering with Ubisoft in developing consumer product programmes for its top selling titles. Far Cry is one of the biggest gaming franchises, with a passionate fan base that is eager for more consumer touch points.

“Just Dance is the ultimate definition of a cross-generational gaming experience, delighting fans from Gen Z, Millennials and beyond. The team at Tinderbox is excited to get started and establish exciting and engaging brand extensions at retail on behalf of Ubisoft.”

Francois Tallec, senior director, consumer products and partnerships at Ubisoft, said: “At Ubisoft we strive to bring players the best gaming experiences, and ultimately, grow and engage strong communities with transmedia brands. We are enthusiastic to partner with Beanstalk/Tinderbox, experts in forging licensed product partnerships with leading video game franchises, to expand our Far Cry and Just Dance licensing programmes throughout Europe.”

Return of live events helps WWE to 19 per cent growth in Q2 2021 as consumer products see marginal lift

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The return of live events has helped revenue increase 19 per cent at WWE, with knock-on effects prompting lifts across the business, including the consumer products business which saw slight increases fueled by this year’s WrestleMania.

Reported in its second quarter 2021 financials, WWE has seen revenue hit $265.6 million – a lift of $42.2 million – driven by increased monetisation of content in its Media segment, as well as increases in Live Event revenue and WrestleMania, the company’s first ticketed event since Q1 2020.

Operating income for the entertainment company, however, saw a dip of 17 per cent year on year, to hit $46.3 million. This was primarily driven by higher television and event-related production expenses, $8.1 million in severance expense, and the return of employees from furlough. 

It’s still a positive outlook for the company who is celebrating “solid financial results” as it continues to focus on fan engagement. WWE announced the return of its live event touring on July 16th this year. The five events that aired throughout July have been close to full capacity, with current demand for future events on “on par with 2019.”

Meanwhile, digital video views hit a record 11.2 billion – an increase of 13 per cent – as the total hours consumer hit a new record 394 million across digital and social platforms.

“During the second quarter, we generated solid financial results as we continued to focus on building fan engagement,” said Vince McMahon, WWE chairman and CEO.

“With the announced return to live event touring and robust ticket demand, we believe we can further consumption across platforms, maximise new business opportunities and drive long-term growth.”

Kristina Salen, WWE chief financial officer, added: “In the quarter, Adjusted OIBDA results reflected an increase in television production expenses to enhance the viewing experience of WWE’s fans.

“Although Adjusted OIBDA declined, key performance metrics demonstrated positive trends and we continue to realise better than expected television production efficiences, stronger sponsorship sales and heightened demand for our live events.”

In its consumer products segment, WWE saw Q2 revenue hit $22.5 million – an increase of one per cent on the year prior – as higher toy royalties and venue merchandise sales from WrestleMania offset lower e-commerce merchandise sales.

The decrease in e-commerce sales reflected ‘a tough comparison to elevated Covid-related sales in the year before.

Women in Games responds to sexual harassment and discrimination lawsuit against Activision Blizzard

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The video games publisher Activision Blizzard has found itself at the centre of a crisis, accused of maintaining ‘a frat boy culture’ rife with sexual harassment, and unequal pay and treatment for women within the company.

The industry was alerted to the situation when a lawsuit was brought against the company by the California Department of Fair Employment and Housing, forcing Activision Blizzard’s CEO Bobby Kotick to release a statement addressing accusations against the company of harassment and discrimination.

The address, however, was subject to severe backlash in the form of an open letter from employees that described the response to the lawsuit as “abhorrent and insulting” for describing the allegations as ““distorted and in many cases false.” It also accused the California Department of Fair Employment and Housing of being “unaccountable State bureaucrats that are driving many of the State’s best businesses out of California.”

A planned staff walkout in protest prompted the issuance of a second statement, in which Kotick acknowledged that its initial response to the lawsuit was ‘tone deaf’ and promised long lasting change at the company.

Nevertheless, the walkout went ahead this week as employees noted that Kotick had still failed to address concerns.

“While we are pleased to see that our collective voices – including an open letter with thousands of signatures from current employees – have convinced leadership to change the tone of their communications, this response fails to address critical elements at the heart of employee concerns,” read a statement tweeted by employees this week.

“Today’s walkout will demonstrate that this is not a one-time event that our leaders can ignore, We will not return to silence, we will not be placated by the same processes that led us to this point. This is the beginning of an enduring movement in favour of better labour conditions for all employees, especially women, in particular women of colour and transgender women, nonbinary people and other marginalised groups.”

The lawsuit and subsequent stance taken by the firm’s employees has been met with support from those across the industry, including the global non-profit organisation, Women in Games, a group dedicated to promoting equality and parity for women and girls in games and esports.

CEO Marie-Claire Isaaman said in the group’s own statement: “International, widespread news of the growing furore mounting around Activision Blizzard, stemming from allegations reported across the media about a Californian Department of Fair Employment and Housing (DFEH) lawsuit, and the subsequent response from the company, shine a harsh spotlight on a culture that Women in Games is actively working to reform.

“All of the media coverage points to a work culture gone badly wrong – harming women through discrimination and harassment – issues that are horribly familiar.

“Perhaps what is genuinely new, is that the world, connected as it is now by global movements such as MeToo and Black Lives Matter, as well as the continuing global disaster of the COVID-19 pandemic, is more equipped and ready to vociferously reject such a culture.

“In addition, we are seeing high level efforts from The UN through its sustainable goals, the EU with its strategy for weaving gender equality through all of its policies, and the UK’s presidency of the G7, integrating gender equality into all of its strategies – all demonstrate support for radical change.

“Women in Games brings its proactive support to both the popular demand for change and the wider political will that provide a more formal backdrop. As an organisation we are actively engaged in a range of initiatives and activities to counter discrimination, harassment and inequality for women in the workplace and in online spaces.

“The problems that confront women, whether they are players or makers of games are not history, and are not news, and Women in Games is proud to highlight our ongoing initiatives to achieve change.”

The video games space has been forced to confront its difficult relationship with discrimination in recent history, and since 2018, Women in Games has worked with Jenny McBean, director of research at the market research company Bryter, to better understand the severity, and persistence of online harassment.

Toxicity directed at female gamers is taking on an increasingly sexual nature in 2021 and one in five say that such toxicity makes them not want to play again. Almost half of gamers in the US and UK feel there is a lack of female representation in streaming, but toxicity discourages them from streaming themselves.

A talk on the detailed findings of this research will be presented by Jenny McBean at the forthcoming Women in Games Conference, which takes place on September 15th and 16th as a virtual event, alongside a host of other initiatives central to tackling real world problems.

Covid status checks will be in place at Autumn Fair as the show readies to open its doors in September

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Autumn Fair has introduced Covid-19 status checks for all attendees on arrival at the show this year, as it prepares to open its doors for the first time in 18 months since the pandemic hit, this September 5th to 8th.

The show’s organiser has also updated its Safe & Secure Guidelines to deliver new health and safety measures to put the show community at ease this year. September’s Autumn Fair will ask all attendees, including visitors, exhibitors, contractors, venue and organiser staff to verify their Covid-19 status on arrival.

The move is in adherence to the latest government guidance, working in consultation with the Association of Event Organisers and means that all attendees will need to demonstrate proof of Covid-19 status for entry to the event.

This can be in the form of a  proof of completion of a full course of vaccination two weeks prior to arrival, proof of a negative Lateral Flow Test taken within 48 hours of arrival, or proof of natural immunity show by a positive PCR test result for Covid-19, lasting for 180 days from the date of the positive test.

Further details on how to prove your COVID-19 status and FAQs can be found at https://www.autumnfair.com/contact-us/visit-faqs and further information for international exhibitors and visitors will be provided very soon.

Ian Solomon, operations director, Hyve Group plc, said: “The health and safety of our customers and community have been, and continues to be, a top priority as we return to delivering events and facilitating trade again. As such, it was imperative for Autumn Fair and Moda to verify attendees’ COVID-19 status on arrival.

“We have made the decision to implement COVID-19 status checks, even though this is not currently mandated within government guidelines, as the evidence suggests that this is the best way for us to reduce the risk of transmission within the event itself. Putting these checks in place adds an additional layer of reassurance for all attendees once they are inside the event.

“Furthermore, our risk assessment is substantial, and the updated Safe & Secure guidelines are designed to deliver industry-leading health and safety standards and procedures that will help put the minds of our community at ease.”

Other key features of the updated guidelines include a reduced contact registration system, a Code of Conduct, and exhibitors have been given advice on exhibition stands, including on stand layout, data capture, staffing and displaying product effectively.

While it is no longer mandatory to wear masks, the show’s organisers will be encouraging all attendees to consider wearing them, especially when in enclosed or crowded spaces.

Julie Driscoll, managing director, Retail and Fashion, Hyve Group plc, said: “Autumn Fair is a curated show for a new era of retail, designed to reinvigorate the industry and provide the essential networking and product inspiration that the industry has missed during the pandemic.

“All the measures being put in place are to help exhibitors and visitors feel confident about attending events once again. There is huge pent-up interest, but quite rightly we need to provide clear information and the correct procedures. The new guidelines enable exhibitors and visitors to understand what to expect on site. With our long-standing heritage and experience, we can confidently deliver a trusted platform and marketplace for physical business to take place again and give buyers the chance to discover a whole host of inspirational products and collections from returning favourites, as well as new, sustainable, made in Britain, and a huge number of ‘exclusive to the Autumn Fair’ brands.”

The full updated Safe and Secure Guidelines can be viewed at https://www.autumnfair.com/safe-secure with a dedicated section for exhibitors at https://www.autumnfair.com/safe-secure/guidelines-for-exhibitors.

 

The London Toy Company launches its first TfL train sets all made from recyclable plastics

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The London Toy Company has lifted the lid on its venture into new toy categories this year, with the launch of its Transport for London licensed train set and trains, all made from recyclable plastic.

The new launch marks the first time that The London Toy Company has entered the plastic toys market, having made a name for itself in the plush sector, working with a wealth of reputable licensing partners, including TfL.

Following a two year period of product development, the curtain has been drawn to reveal the firm’s new London Underground Electric Train Set (£39.99), which includes a track and tunnels made from cardboard that can be constructed at home. Having worked closely with TfL engineers, the track presents an authentic shape and feel to a London Tube station, and features an included sound module, reminding fans to ‘Mind The Gap’.

The new line-up also includes a standalone entry level model of the newest S Stock trains on the system, priced at £7.99.

“It’s all very exciting for us to be expanding on our ever-successful Underground soft toy range with a raft of new products for all ages and budgets,” Joel Berkowitz, founder and director of The London Toy Company, told Licensing.biz.

“Although our soul lies in soft toys, we had fantastic opportunities to expand into the plastic/hardlines category with our licensors. The price point for our new products will fit well into the pocket money category which was a key area we have been wanting to access.”

Early reaction to the toy line has been extremely positive, Berkowitz has revealed, with clients already telling the team that its new Underground Train Set ‘will be the star of the show this Christmas. Many have also championed the company’s decision to use recyclable materials in the production of its new range.

“We have committed to offsetting our carbon footprint and that’s why we have taken the decision to ensure all of our new plastic toys are made from recyclable materials, and are also recyclable themselves,” said Berkowitz.

“TfL is all about encouraging a greener lifestyle and what better way to emphasise this with sustainably manufactured toys that capture the brands’ identity and values.”

Already on board to stock the range this season are the likes of Very.co.uk. Amazon, and IWOOT, while Berkowitz is filled with surety that the range “will fly” at wider retail.

The company has since teased numerous developments across other key brands within the portfolio and strong performances with Harry Potter and JCB.

“We are also working directly on projects with a number of clients such as Boeing, The Tank Museum, Merseyrail, Goodwood, RAF, Steven Brown Art and other on some incredible new toys,” said Berkowitz.

“Over the last year and a half, I have experienced the roller coaster of extreme pessimism, and extreme optimism.. Collapsed tunnels, yet also tunnels with the brightest light at the end. What I can say is that we have emerged from Covid in ways I had never imagined.

“Silver lining really are a thing. Stay focussed, stay passionate, and do the things you don’t always want to do… and and have fun.”

 

Crayola and OceanX | “We’re encouraging partnerships to have a profound impact on supporting our planet”

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The global non-profit ocean exploration organisation, OceanX has expressed its hope that its new partnership with the children’s arts and crafts brand, Crayola, will inspire more collaboration between brands and conservation groups.

The pair joined forces earlier this month to launch a new range of crafts kits to the US market, each designed to educate and inspire the next generation of ocean explorers and conservationists by blending hands-on creativity with a digital experience.

Titled The Crayola Experience Home Adventure Ocean Edition, the kits aim to ‘bring the wonder of the sea into homes across the US,’ by guiding children through a learning experience spanning the five layers of the ocean. Crayon characters will take them on their journey as they create a series of crafts inspired by sea creatures.

The education experience will also engage kids with its interactive video content, featuring nine activities including a drawing tutorial led by a Crayola designer.

Mark Dalio, founder and creative director at OceanX, told Licensing.biz that the hope is the partnership between the two will “encourage other companies and organisations to think about how they can creatively collaborate” to “have a profound impact on supporting our planet.”

He said: “This partnership exists at the intersection of Crayola’s creativity and youthfulness and OceanX’s mission to share the wonder and beauty of the ocean with the world. It’s always been our goal to put audiences in the front seat of exploration, and partnering with Crayola will help us spark a lifetime of interest, curiosity, and love for the ocean.

“Crayola is one of the world’s most renowned family brands, trusted by parents and educators everywhere to use its signature thoughtful, colourful creativity to educate and inspire children.

“This partnership illustrates Crayola’s role in highlighting important issues facing our society while also inspiring the next generation to be stewards of our planet’s most treasured natural resource.”

Designed to inspire environmentalism and conservation, the Crayloa and OceanX collaboration has also launched an immersive experience across the Crayola brand’s own physical Experience attractions in the US.

The message, says Crayola’s executive vice president and general manager of Crayola Attractions and Retail, Victoria Lozano, is “consistent and congruous” with the brand’s mission to “help parents and educators raise creatively alive kids and inspire the next generation.”

Lozano told Licensing.biz: “This includes teaching them to preserve the world in which they will live in as adults. Our partnership with OceanX will help us create content and engaging experiences to accomplish that through cultivating a sense of wonder for the mysterious playground of the deep blue.

“This partnership will continue to develop creativity products and educational content to bring to kids everywhere.”

London’s iconic Hamleys makes major play for video gaming market with new department launch

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The iconic London toy store and toy retail brand, Hamleys is making a major new play for the video gaming market with the opening of a new state-of-the-art console, PC and gaming accessories department in its Regent Street location.

The new 1,326 square foot gaming space is situated within the Lower Ground Floor of the seven floor London flagship store and features leading consoles, from PS4 and PS5 to Xbox One and XS, Nintendo Switch, and a wide range of PC games and accessories.

As well as signifying a dramatic shift in audience for the London retailer, the department also now becomes the largest gaming retail site on London’s Soho area and features the latest top ranked games and best-sellers across the gaming platforms, spanning titles from publishers including EA, Capcom, and Activision, as well as Nintendo, Ubisoft, Rockstar Games, and Bandai Namco.

Accessories brands in the new gaming offer include XRocker, Turtle Beach, Anda Seat, Power A, Nacon and Hori and feature everything from keyboards and mouse pads to a wide range of gaming chairs, controllers, arcade sticks and headsets.

“We are delighted to unveil this exciting new development in our Regent Street store, where we will deliver the very best range of products and the first-class expertise and service our customers have come to expect. This is a natural fit for Hamleys and in time, we would like to see gaming roll out across our wider global retail estate,” said Hamleys of London CEO Sumeet Yadav.

Top games available on Playstation 4 range from LEGO Marvel Collection and Batman Arkham Knight from Warner Bros to Asterix & Obelix – XXL Collection from Maximum Games and Uncharted 4: A Thief’s End from Sony Interactive and Call of Duty Black Ops III from Activision. On PS5 they include Marvel Spider Man Miles Morales Ultimate Edition, Ghost of Tushima and Ratchet & Clank: Rift Apart from Sony Interactive.

On Nintendo Switch games include Mario Kart 8 Deluxe, Animal Crossing: New Horizons and Legend of Zelda: Skyward Sword from Nintendo, while on PC lead games include Minecraft from Mojang Studios to Diablo III from Blizzard.

On Xbox One, games range from Star Wars Squadrons and UFC4 from EA Sports to Snowrunner from THq1 Nordic and Call of Duty Black Ops III and WWII. On Xbox X/S they include Overcooked All You Can Eat and Fortnite: The Last Laugh Bundle from Warner Bros.

 The new Hamleys Gaming Department opened on 23 July 2021. The Regent Street store is open from 10am on weekdays and Saturdays and 12 noon on Sundays.