Bullseye scores Nintendo and PlayStation games deal with digital developer Sabec

Posted on 22nd February 2021 by Sam Giltrow

The video games developer, Sabec, has signed a new partnership with Bulldog Licensing to create a series of digital games for download across the Nintendo Switch and PlayStation, based in the British gameshow, Bullseye.

Sabec is considered a leader in its field of developing games for licensed brands and its own IP, having worked with leading global entertainment brands like Hasbro, MTV, and Wiley Publishing as an approved Nintendo, PlayStation, Microsoft XBox, Apple, Roku, Samsung, Oculus, and Google developer.

Bullseye, meanwhile, is a much-loved British gameshow that first made its appearance in 1981 to reach is peak audience figures of 19.8 million on Boxing Day 1989. Now celebrating its 40th anniversary this year, the brand continues to hold a place in the hearts of the British public. In fact, when Sky Challenge relaunched the gameshow in 2006, it quickly became the channel’s top rating show.

Bulldog Licensing’s consumer products programme for the brand features an internet scratch card game from Camelot, and a spot on Cosmic Concept’s pub quizzes. The agency has been working closely with licensees to create strong collections of apparel and leisurewear, toys and games, and housewares.

“Bullseye is the perfect fit for digital gaming,” said Rob Corney, MD, Bulldog Licensing. “The show’s format is loved nationwide and is a firm family favourite, so we’re thrilled to have Sabec on board to bring the experience into people’s homes with innovative gaming concepts.”

Trudi Hayward, co-founder of BRAND-WARD Services Ltd, who brokered the deal, speaking on behalf of Sabec, said that Bullseye is a perfect fit for Sabec and console games, because darts is becoming increasingly more popular.

“Bullseye has such heritage in the UK, we know the game will be a sure fire hit, not just the fans that remember Bullseye but the younger generation who enjoy darts too,” she said.

JAKKS Pacific backs its Disney slate to lift toy sales following Q4 and full year 2020 declines

Posted on 19th February 2021 by Sam Giltrow

JAKKS Pacific is heavily backing its Disney partnership and the boost in toy sales it expects to see over the course of the year, driven in part by the “extraordinary success of Disney+” and its new model of delivering content in the midst of the pandemic.

The toy firm highlighted its expectations to see a ‘return to more normal patterns of shopping,’ as it sets its sights on improved quarterly and full year results for the year ahead.

This week, JAKKS Pacific reported a 16 per cent drop in its fourth quarter 2020 net sales to $128.3 million, down from the $152.5 million the year prior. The decline, it says, was driven primarily by lower sales of Disney’s Frozen and Frozen II products, which were strong contributors to Q4 sales in 2019.

Net sales on the toys and consumer products segment were down 19 per cent globally, but were up 13 per cent with the exclusion of its Frozen merchandise.

Somewhat surprisingly, despite the restriction imposed by lockdowns across its major markets, fourth quarter net sales of Disguise Halloween costumes increased 91 per cent.

According to JAKKS Pacific’s chairman and CEO, Stephen Berman, fourth quarter results exceeded expectations for sales, gross margin, operating income and adjusted EBITDA.

In a statement issued this week, he cited “strong sales increases in Disney Princess, Nintendo, Sonic the Hedgehog, and Disguise costumes.”

“Since JAKKS was founded over 26 years ago, we have focused on proven play patterns and working with license partners with highly recognisable brands, and we believe this focus served us well in 2020 as parents of kids spending so much more at home were looking for products they knew and brands they trust,” Berman continued.

“Our efforts during the quarter, as they were all year, were directed at managing costs, ending 2020 with clean inventory, and preserving cash. This discipline allowed us to post the highest full year gross margin rate since 2016, and the highest fourth quarter gross margin rate in ten years.”

Looking at the year ahead, and JAKKS Pacific remains optimistic that results will improve as the world begins to emerge from the pandemic. The firm is also heavily backing its partnership with Disney and a slate of licensed releases this year, including Disney’s Raya and the Last Dragon, and Encanto.

“In addition, we believe that the extraordinary success of Disney+ has given families all over the world year-round access to Disney content, which will help keep kids connected to the characters they love and to cherish the toys we make based on those characters,” said Berman.

“We expect 2021 to see a return of more normal patterns of shopping, gift-giving, and celebrating Halloween. We believe our continued emphasis on core products, margin improvement and cash preservation will lead to improved results for 2021.”

Zynga and Lucasfilm announce Star Wars: Hunters for Nintendo Switch and mobile

Posted on 18th February 2021 by Sam Giltrow

The mobile gaming goliath, Zynga is making its first move into the console arena, having been unveiled as the newest partner for Lucasfilm’s renewed, post-EA push into the video games space.

In a virtual event hosted by Nintendo this week, details of a new Star Wars console game for the Nintendo Switch were finally announced, with Zynga taking the lead on the cross-platform title and its own first steps in the previously unexplored segment.

Under the new partnership with Lucasfilm and Nintendo, Zynga will launch the free-to-play Star Wars: Hunters across the Switch console and mobile platforms. The deal is yet another development for the Star Wars franchise and its activity in the gaming market, following the recent news that Lucasfilm’s exclusivity deal with EA for console games would not be renewed.

During this week’s Nintendo Direct, a virtual event in which the video games company detailed a swathe of upcoming releases, Star Wars: Hunters was described as “a competitive arena combat game… coming in 2021.

“Star Wars: Hunters will bring players together to engage in thrilling, squad based, multiplayer battles featuring a diverse array of distinctive new Star Wars characters.”

Bernard Kim, president of publishing at Zynga, said: “Bringing Star Wars: Hunters to the Nintendo Switch and its passionate fan-base marks an exciting milestone for Zynga.

“We created Star Wars: Hunters for every fan who has ever dreamed about playing a high-intensity action game set in the Star Wars galaxy and are excited to see Switch players embrace our foray into console gaming.”

Nintendo taps Disguise Inc for Kirby costumes as global videogame licensing market ‘explodes’

Posted on 3rd February 2021 by Sam Giltrow

Disguise Inc, the costume division of the toy manufacturer, JAKKS Pacific, has secured a new partnership with Warpstar – the IP management affiliate of Nintendo – to design, market, and distribute costumes and costume accessories for the Kirby franchise.

The new deal will cover the worldwide distribution rights for the Kirby range, with the exclusion of Japan.

Costumes and accessories will be created in the style of the original Kirby from the video games and television animated series. The Kirby IP is co-owned by Nintendo and HAL Laboratory, Inc. with HAL Laboratory, Inc working with Nintendo to create Kirby software.

The game series includes 35 games and has sold approximately 74 million units worldwide. Kirby is also one of the top 50 bestselling video game franchises of all time. The critically acclaimed animated series Kirby: Right Back at Ya! included four seasons and 100 episodes.

“The demand for gaming-themed products has exploded in recent years, and Disguise is the worldwide leader in licensed video game costumes,” said Tara Hefter, EVP and GM of Disguise, Inc.

“The addition of Kirby is a natural fit for our portfolio, as Kirby is part of the Nintendo family and Disguise has been the costume partner of Nintendo since 2013. We are excited to expand our offering of Super Mario, Zelda and Animal Crossing characters with Kirby, and to bring this adorable pink character to life.

“The popularity and worldwide recognition of Kirby in pop culture merged with Disguise’s high-quality costumes will be sure to be a hit with fans globally.”

The Warpstar merchandising team said in a statement: “We work with licensees in a highly collaborative capacity, not only managing quality but also exchanging ideas and creative solutions throughout the design and development process. Disguise has shown time and time again the innovative solutions they bring to the table and that quality is at the heart of what they do.

“We are excited to be working with them on these new Halloween styles for Kirby and bringing them to market in 2021.”

Owned by JAKKS Pacific, Disguise is the top design and manufacturer of licensed video game costumes in the world. Disguise’s new line of Kirby costumes and accessories will be available online, at major retailers and Halloween specialty stores Fall of 2021.

JAKKS Pacific extends its global toy partnership with Nintendo for more Super Mario lines

Posted on 18th December 2020 by Sam Giltrow

JAKKS Pacific has extended its global toy partnership with Nintendo of America in a deal that will see the toy maker continue to design, manufacture, market, and sell various Nintendo and Super Mario branded toys worldwide.

Over the course of the last year alone, JAKKS has launched a vast portfolio of Super Mario products to a global audience, and has most recently found success with its Super Mario It’s-A Me Mario! and the Boo Mansion play-set. Both performed well with physical and online retailers.

In addition to a raft of new 2.5-inch figures and play-sets coming in spring 2021, JAKKS will launch a broad line of new plush, varying scales of character-based figures, vehicles, and more.

“We are excited to continue our partnership with Nintendo which started in 2013 and has allowed us to ship tens of millions of figures to fans of the games worldwide,” said Craig Drobis, senior vice president of marketing at JAKKS Pacific, Inc.

“We have enjoyed celebrating 35 years of Super Mario this year alongside Nintendo. JAKKS will continue to bring to life these iconic characters in a wide variety of new and unique ways for both kids and fans alike.”

JAKKS Pacific is headquartered in Santa Monica, California and manages a broad portfolio of licensed and owned I.P. brands and products. These product lines include best sellers such as Super Mario action figures, multi-packs, diorama sets, plush, RC Racers, windup toys and play-sets.

EPOCH making toys: “2021 is a year of huge potential for our Super Mario Games”

Posted on 11th December 2020 by Sam Giltrow

EPOCH making toys has earmarked 2021 as a ‘year of huge potential’ for Super Mario Games, as the international toy firm prepares to bolster a range of official Nintendo licensed products launched to UK retail this autumn/winter.

Its current portfolio, comprising the Super Mario Balancing Game that challenges players to balance Mario characters on a swaying stage, the Super Mario Blow Up Shaky Tower, that sees characters attempt to scale a tower, and the Super Mario Piranha Plant Escape, a plant dodging board game, has been launched to a ‘resounding success.’

The toy firm will now expand the reach of the initial launch portfolio as well as grow the range through autumn/winter 2021 in the lead up to next Christmas.

“We see 2021 as a year of huge potential for Super Mario Games,” Kim Nicholls, brand manager at EPOCH making toys, told Licensing.biz. “We’ll have more product in the market and be able to support the range with a multimedia marketing plan.”

Nicholls’ plans follow what she has dubbed a ‘hugely positive response’ to the launch of the initial line of games this year.

“We don’t see the momentum slowing down in 2021, especially with the ramp up to the feature film in 2022,” she added.

2020 has marked a year of high activity for Nintendo’s Super Mario brand that – sharing its 35th anniversary year with Epoch’s own Sylvanian Families – has found itself the focus of a brand re-invigoration within the toy space, that includes a major new partnership with LEGO and licensed ranges from Hasbro.

“The appetite for the Super Mario license is immense in the UK at the moment and as a company we are proud to launch an exciting range of games for such a beloved brand,” continued Nicholls.

“Epoch Head Office has a long-standing relationship with Nintendo that we are thrilled to be bringing to the UK.

“Our Super Mario Games truly offer something for everyone. The variety of gameplay styles within the range vary from solo to group play, balancing challenges to more traditional board game play. The Link System also allows for the games to be played together, which offers players a new experience each time.

“We think Super Mario fans will be wowed by the attention to detail in our game figures, which have huge collectability.”

As the company prepares to extend the portfolio through the coming year, EPOCH making toys has also teased a new addition to the popular Aquabeads line up.

“Not only is the Super Mario Games range an exciting new endeavour for Epoch Making Toys, but fans of Super Mario should also keep their eyes peeled for an exciting launch with Aquabeads later in 2021,” Nicholls concluded.

LEGO reveals new LEGO Super Mario building sets and collectable character packs

Posted on 18th November 2020 by Sam Giltrow

The LEGO Group has expanded its 2020 LEGO Super Mario line with the launch of a new line of sets and characters, including the Master Your Adventure Set, the Chain Chomp Jungle Encounter Expansion Set, The Pirhana Plant Puzzling Challenge Expansion Set, and more.

Leading the newest line up, the Master Your Adventure Maker Set delivers a creative toolbox that enables kids to customise LEGO Super Mario building, play and ways to earn coins. Users can change how LEGO Mario reacts to three Special Bricks, offering a variety in play and a new element of surprise.

The Maker Set also introduces a new special Start Pipe that will shuffle the known rules of the level play, in that players are challenged to reach the Goal Pole in less time, yet with increased rewards up for grabs. The Maker Set comes with 366 pieces, all selected to ensure that children can unleash their creativity and customise their own levels for themselves or other players.

Further sets that have been introduced today are the Chain Chomp Jungle Encounter Expansion Set, the Piranha Plant Puzzling Challenge Expansion Set, the Wiggler’s Poison Swamp Expansion Set, Penguin Mario Power-Up Pack and the Tanooki Mario Power-Up Pack.

As well as this, Series Two of the LEGO Super Mario Character Packs has also landed, all featuring an action tag that LEGO Mario can read for fans to easily integrate into the level play. Series Two features ten new collectable, buildable characters.

Kept a surprise until opened, fans could be getting a Huckit Crab, Spiny Cheep Cheep, Ninji, Foo, Parachute Goomba, Fly Guy, Poison Mushroom, Para-Beetle, Thwimp or a Bone Goomba.

The new sets and characters will give fans the chance to have LEGO Mario slide on his belly as Penguin Mario or spin round as Tanooki Mario. The sets will also introduce much-loved enemies including the Piranha-Plants, Larry, a Goomba, Wiggler, and Koopa Paratroopa, to the play, all of whom can be defeated or played with for coin rewards.

LEGO Super Mario jumped into existence earlier this year through a unique partnership between The LEGO Group and Nintendo. The adventures were kick-started with an entry-point set: LEGO Super Mario Starter Course, which includes an interactive LEGO Mario figure that collects coins in interactive level play created with LEGO bricks.

Each Expansion Set and Collectable Character is designed to be used with the entry point set, featuring seven action bricks for different interactions with the LEGO Mario figure, which has LCD screens in its eyes, mouth and belly to display instant reactions to movement, colour and action bricks.

All sets and characters are compatible, allowing fans to combine sets and characters announced today with the Starter Course and all other LEGO Super Mario products revealed in June this year. Each set also comes with its own series of distinctive challenges and characters, and have been designed to work alongside the free LEGO Super Mario app.

The app hosts 3D Building Instructions for the sets, keeps track of scores and provides inspiration for builds and ways of playing to encourage continuous rebuilding and extended playtime.

Simon Kent, design creator and creative lead for LEGO Super Mario, The LEGO Group, said: “It wouldn’t be Super Mario if we weren’t constantly creating new worlds and adventures for everyone’s favourite Plumber.

“The LEGO Super Mario sets we released earlier this year have been extremely well-received by fans and we’re really excited to build on those with even more characters and experiences today.

“We really want to empower users to be as creative as possible with LEGO Super Mario – and today’s expansion sets and new collectible characters have been launched to broaden the horizons of the LEGO Super Mario universe, letting players be as imaginative as possible in the way they have Mario interact with his friends – as well as defeating his enemies.”

Strong licensing and kids’ brands presence in DreamToys Top 12 Toys for Christmas listing

Posted on 28th October 2020 by Sam Giltrow

It’s a strong selection of children’s licenses that make up this year’s DreamToys Top 12 Toys for Christmas selection, not only a line-up that underlines a shift towards ‘slow play’ over the course of 2020, but a further lean into the brands and entertainment franchises that parents and families have taken comfort in throughout a rocky past 10 months.

PAW Patrol, Star Wars, Peppa Pig, and Super Mario have all managed to find their place on the big dozen products selected by the DreamToys committee this year, further cementing the intrinsic relationship between the toy and licensing communities and the brands that have powered an industry through a pandemic.

On top of this, it is the ‘slower play’ toys that have come out on top this year, with brands like LEGO, Barbie and Monopoly featuring in a list that has in previous years been dominated by the surge in demand for collectables. Lockdown restrictions and access to shops has fueled a shift in consumer mindset over the course of the coronavirus crisis, with parents making more considered purchases over the ‘fast sell’ pocket money pick ups.

While the list has been revealed to inject some festive spirit into a year mired by lockdowns, social restrictions and economic woes, the coronavirus situation remains present even still. The DreamToys committee has, alongside its listing, released a call to action from the UK’s shoppers to get their Christmas shopping done early, avoid the usual final weeks Christmas dash, and avoid disappointment on missing out on products in short supply.

“We implore consumers not to leave their Christmas shopping to the final few weeks of the year,” explained Gary Grant, chair of the DreamToys selection committee. “Due to Covid-19 restrictions across the country, retailers will simply not be able to service as many people in store due to social distancing.

“In addition, couriers are already overloaded and will struggle to meet the demand to get presents to people before Christmas. Added to this is the limited availability of stock compared to previous years; our advice is to shop early to avoid missing out.”

The DreamToys list is selected by a panel of retailers and industry experts, the list is independent of toy manufacturers and makers.

This year’s Top 12 list is dominated by the big classic toy brands and licenses that have entertained children for generations such as Barbie, Monopoly, Harry Potter, LEGO and Star Wars as well as the massively popular Peppa Pig, Paw Patrol, Pokémon and L.O.L Surprise.

The complete Top 12 list is:

5 Surprise Mini Brands Mystery Capsule – Zuru – £6.99

Barbie 3-in-1 DreamCamper – Mattel – £79.99

Harry Potter Hedwig – LEGO – £34.99

LOL Surprise OMG Remix Fashion Doll Asst – MGA Entertainment – £39.99

Laser Battle Hunters Vehicle – Character Options – £59.99

Monopoly For Sore Losers – Hasbro – £22.99

PAW Patrol Dino Rescue Dino Patroller – Spin Master – £64.99

Peppa Pig Peppa’s Shopping Centre – Character Options – £39.99

Pokemon Carry Case Play-Set – Character Options – £39.99

Present Pets Asst – Spin Master – £54.99

Star Wars The Mandalorian The Child “Baby Yoda” – Mattel – £29.99

Super Mario Adventures with Mario Startercourse – LEGO – £49.99

Toys and play has been highlighted as a major form of entertainment for children and families throughout the UK’s period of lockdown, as statistics from the NPD show that toy sales have increased by six per cent on the first nine months of 2020, while Games and Puzzles saw a surge of 32 per cent.

A survey conducted by the Toy Retailers Association of 2,000 parents showed 56 per cent of parents have spent more time playing with their children since lockdown, while 88 per cent felt that toys had helped them bond more closely with their children.

Frederique Tutt, vice president, global industry expert, toys, The NPD Group, said: “Toys and games have proved their value in 2020. As in other markets, Britons turned to toys and games to help fill the long weeks of lockdown.

“For the period of lockdown alone, sales rose by 15 per cent. However, unit sales are down nine per cent for the first nine months of the year. As consumers have not been able to visit stores, sales of lower price point collectables have decreased in favour of ‘slow’ play toys such as those in this year’s DreamToys list.”

Grant added: “This year’s DreamToys Top 12 includes a range of products from classic brands such as Monopoly and Barbie, to popular licenses and innovative new toys to suit all price points. Toys have been an important part of families’ lives during lockdown and we believe many on this list will put a well-deserved smile on faces this Christmas.”

To see the Top 12 in more detail, and the full longlist of DreamToys, consumers can head to the DreamToys Facebook page (www.facebook.com/dreamtoysUK).

World’s first Super Nintendo World is launching at Universal Studios Japan in 2021

Posted on 9th October 2020 by Sam Giltrow

The world’s first Super Nintendo World, a ‘spectacular area themed around Nintendo’s characters and universes,’ is scheduled to open at Universal Studios Japan in spring 2021. The new area will bring with it themed attractions, restaurants, shops, and other initiatives such as the ‘asobi experience’.

In anticipation of the new zone and its big launch in 2021, a Mario Cafe and Store will open at the theme park’s Hollywood Area, separate from the Super Nintendo World next week. The Mario Cafe and Store will bring together restaurants and retail stores scattered around the world of Mario.

Mario and Luigi’s iconic green and red caps will stand as monuments to the characters over the doors of the new cafe and store, wall decorations will take inspiration from the legacy of the gaming franchise, while tables will be themed around the mushrooms abundant in the world of Mario.

Meanwhile a selection of themed foods, such as the “pancake sandwich” and “fruit cream soda” inspired by Mario and Luigi hats, as well as soft drinks in a special “Super Mushroom Drink Bottle” will be available to visitors. Merchandise such as Mario and Luigi caps and Princess Peach crowns will be available to visitors ahead of the Super Nintendo World’s opening next year.

Nintendo has stated it will be offering up more information on the Super Nintendo World in the coming weeks and months.

Barbie, Star Wars and LEGO Super Mario among leading licenses in Amazon’s top toys for Christmas

Posted on 1st October 2020 by Sam Giltrow

Classic and retro licenses including Barbie, Star Wars, Back to the Future and Super Mario have been billed among the top picks for predicted best-selling toys this Christmas by Amazon UK, proving the might of nostalgia in 2020 as we head into the critical Christmas shopping season.

Amazon.co.uk is betting big on some of the biggest franchises in the world of children’s entertainment this year, listing Mattel’s Barbie, Spin Master’s PAW Patrol, and MGA Entertainment’s LOL Surprise alongside the likes of Star Wars The Mandalorian, Back to the Future, and the innovative new collaboration between LEGO and Nintendo for LEGO Super Mario.

In fact, Amazon points out that Star Wars continues to be among the top searched keywords for toys on its UK platform, and suggests that ‘kids can’t get enough of the Disney+ original series, Star Wars The Mandalorian. It’s to that end that Star Wars The Mandalorian Bounty Hunter Transport Starship has been listed as a potential best-seller this year, available exclusively on Amazon.co.uk.

The Child Animatronic Edition AKA Baby Yoda also takes a top for most lovable character.

Meanwhile, the VTech Kidizoom in red is another Amazon exclusive. A child friendly camera that includes video editing, the HD camera comes with 20 virtual backgrounds, and includes six games.

“We know Christmas is going to be a little different this year, and at Amazon, we are doing everything we can to bring the magic of the festive season to our customers,” said Naman Agarwal, head of vendor management for toys at Amazon.co.uk.

“The joy of being with friends and family, in person or virtually, will be the greatest gift of all, and we’re predicting that the bestselling toys will be those that can bring people together. No matter the celebration, we are making a big effort to deliver smiles and make Christmas extra special.”

Amazon’s full list of top toys for Christmas 2020 is:

The Barbie Fresh ‘n’ Fun Food Truck – Mattel

LOL Surprise OMG Remix Plane – MGA Entertainment