Innovation and creativity take the spotlight as The 2021 Licensing Awards finalists are revealed

From Ghostbusters Trap Incense Burners and LEGO Super Mario, to Gruffalo recycled bedding, innovation has found itself at the forefront of this year’s shortlisted finalists of The2021  Licensing Awards.

Whether it’s within the Best Sustainable Licensed Product category, or one of the nine finalists in the Best Licensed Written, Listening, or Learning Range, in its endeavour to celebrate the best in licensing partnerships across the industry, it will likewise be throwing the spotlight on some of the best examples of innovation and creativity that the sector has to offer.

Making its return to its physical format this year, The 2021 Licensing Awards will once again fill The Great Room of The Grosvenor House Hotel in London to herald an industry-wide reunion of licensees, licensors, licensing agencies and everyone else the sector has to offer, this September 14th.

Categories will span Best Licensed Live Event, Best Licensed Toys or Games Range, and Best Retailer of Licensed Products (preschool and kids), all of which deliberated over by a judging panel of more than 200 retail buyers from Asda, B&M, Blue Diamond Group, Character.com, Clarks, The Entertainer, Forbidden Planet and more.

“After the year and a half that we have all had, it feels all the more triumphant to be able to announce the finalists in The Licensing Awards 2021 – with the winners being revealed at a physical awards event on September 14th, which will be some reunion,” said Ian Hyder, joint managing director of Max Publishing, owners and organisers of the event.

In addition to the returning categories this year, a new consumer award category will be joining The Licensing Awards 2021, with details being revealed soon.

“The Licensing Awards truly celebrate all that is great about the licensing community. The level of support and input has been incredible and we just can’t wait to get everyone back together at the awards event this year,” added Jakki Brown, joint managing director of Max Publishing.

All winners will be announced at a physical evening awards event on Tuesday, September 14th, held in The Great Room at The Grosvenor House Hotel in London.

The Licensing Awards 2021 finalists, are:

THE UK RISING STAR AWARD
This is a Licensing International UK award. The award is designed to recognise excellence among junior industry professionals in the United Kingdom under the age of 35.

Abbie Burrows, category manager hardlines and FMCG of Hasbro UK & EMEA
Jessica Campbell, licensing manager – Europe of National Football League (NFL)
Janna Kirkby, associate licensing manager of Acamar Films
Chelsea Schep, senior licensing manager of IMG
James Barlow, export manager of Rainbow Productions
Olivia Wiggett, associate commercial manager of The Point.1888
Lucy Williamson, manager brand management of Beanstalk

RETAIL CATEGORY FINALISTS

BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS (AGE GROUP 0-5)

Character.com
The Entertainer
George@Asda
Nutmeg at Morrisons
Tesco
Next

BEST RETAILER OF KIDS’ LICENSED PRODUCTS (AGE GROUP 5-16)

Asda
Character.com
The Entertainer
Next
Smyths Toys
Tesco

BEST RETAILER OF ADULT LICENSED PRODUCTS

Asda
ASOS
Forbidden Planet
HMV
Primark
Tesco

THE RADAR AWARD

B&M
Card Factory
Zavvi
The Range
Studio.com
Superdrug

BEST OVERSEAS RETAILER

Aldi
H&M
Pull & Bear
Uniqlo
Urban Outfitters
Zara

BEST LICENSED RETAIL MARKETING INITIATIVE

MTV x River Island x British Fashion Council with Iceberg, Music Meets Fashion Competition
Natural History Museum x Finisterre, The Resilience of Nature Campaign
KFC and Comic Relief’s Merry Clucking Christmas Campaign
Mrs Hinch Exclusively at Tesco Campaign
Peppa Pig x Regatta at Next
The Rolling Stones RS No.9 Carnaby Street Activity

BEST LICENSED PROMOTIONS CAMPAIGN

Peppa Pig with National Children’s Gardening Week Campaign
PJ Masks Superhero Bedtime campaign for UNICEF UK
Pokémon Happy Meals Promotion with McDonald’s
Tom and Jerry and Xplora: The Movie Partnership (Agency: Lime Communications)

BEST LICENSED LIVE EVENT

The Crystal Maze LIVE Experience from Little Lion Entertainment
Dennis & Gnasher’s Big Bonanza at Royal Botanical Gardens Kew and Wakehurst Place
Doctor Who: A Dalek Awakens at Resorts World from Escape Hunt
The Gruffalo Adventures at Royal Botanical Gardens Kew Gardens
Peppa Pig Afternoon Tea Bus Tour from Brigit’s Bakery
Peter Rabbit Christmas Grotto at Centre:MK from Eskimo Jo Events
Warhammer 40,000 Immaterium Escape Room from Escapologic
Zog and the Quest for the Golden Star at Warwick Castle from Merlin Entertainments

BEST LICENSED TOYS OR GAMES RANGE

Adventures of Paddington Toy Range from Rainbow Designs
CoComelon Toys from Bandai
The Gruffalo Master Toy Range from Wow! Stuff
Maya Angelou Inspiring Women Barbie Doll from Mattel
Mini Brands Collectables from ZURU
Peppa Pig Wooden Mud Kitchen from HTI
Back to the Future Range from Playmobil UK
Pokémon Toy Range from Character Options
Super Mario Range from The LEGO Group

BEST LICENSED DRESS-UP OR PARTYWARE

DC Superheroes Sustainable Dress-up Range from Amscan
Disney Princess Collection for George@Asda from Christys by Design
Disney Princess Premium Range for Sainsbury’s from Smiffys
Harry Potter Boy’s Suitmeister Dress-up from OppoSuits
Mog The Cat Deluxe Costume from Smiffys
Peppa Pig Careers Dress-up Collection from Christys By Design
Pokémon Dress-up and Partyware Collection from Amscan
Roald Dahl’s Matilda Costume for Tesco from Smiffys
Star Wars, The Mandalorian Costume for TU Sainsbury’s from Rubies Masquerade

BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE (0-5 YEARS)

Elmer the Patchwork Elephant SS21 Collection from JoJo Maman Bébé
The Gruffalo Footwear Range for Next from Brand International
The Jungle Book Collection x Baby World from Primark
Peanuts Collection from Cribstar
Peppa Pig Collection from Regatta Outdoors
Peppa Pig Toddler Girls Range for Tesco from Fashion UK Global Licensing
Peter Rabbit Collection from Cath Kidston
Peter Rabbit Classic SS21 Collection for Nutmeg at Morrisons from Dennicci
We’re Going On A Bear Hunt SS21 Collection for Asda from Jainco

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE

Barbie x Very.com Powered by Kindness Girls Athleisure Range from Very
LEGO x Adidas Children’s Footwear from Adidas
LEGO Ninjango X Hype Collection from Global Brands Group
Miffy Collection for Next from Fashion UK Global Licensing
Peppa Pig Girls Night Time Range for Tesco from Misirli
Roald Dahl x Natural History Museum Extraordinary Explorers Clothing Range from M&S
Roald Dahl Pyjamas Nightwear for TU at Sainsbury’s from Aykroyd and Sons
Super Mario Range for Zara from Fashion UK Global Licensing
The Wizarding World Kids Fashion Range from M&S

BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE

Barbie 1959 Collection from Zara
Dr Seuss Collection from Irregular Choice
Friends Women’s Range from Tesco
Harry Potter In The Style Sweatshirts from Brands In
Mickey Mouse Cares Range from Primark
Minnie Mouse Cookies Backpack and Headband Combo from Loungefly by Funko
The National Gallery Collection for ASOS from Poetic Brands
Peter Rabbit Women’s Collection from Cath Kidston
Pokémon 25th Anniversary Collection from The Hut Group

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE

Adventures of Paddington Fun to Learn Magazine from Redan Publishing
BBC Earth Blue Planet II Book from Penguin Random House
Elf on the Shelf Magazines from Signature Publishing
LEGO Explorer Magazine from Story House Egmont
L.O.L. Surprise! Sticker Books from Centum Books
Mr Men Little Miss Books from Farshore Books
PAW Patrol Chase Tonie from Tonies
Peppa Pig Ladybird Range from Penguin Random House
Timmy Time Ladybird Readers Beginner Level Books from Penguin Random House

BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE

Animal Crossing Villager Squares Stationery Collection from Pyramid International
The Beatles Song Titles Greeting Card Range from Hype Associates
Boofle Stay at Home Greeting Card Range from Moonpig
The Gruffalo Stationery Range from Robert Frederick
The Mandalorian – The Child Greeting Card Range from UK Greetings
Minnie Mouse Positivity Collection from Hallmark Cards
Only Fools and Horses 40th Anniversary Stamp Collection from Royal Mail
Peaky Blinders Calendar, Diary, Greeting Cards and Gift Bag Collection from Danilo Promotions
Spitting Image Greeting Cards Range from Emotional Rescue

BEST LICENSED GIFTWARE RANGE, HOME DÉCOR, TABLEWARE OR HOUSEWARES RANGE

A Celebration of the National Trust Fabric Range from Sanderson Design Group
Mickey & Friends Collection from Mad Beauty
Minecraft Gift and Homewares Range from Paladone Products
Monopoly Personalised Homewares and Gifting Range from Star Editions
Mrs Hinch Collection from Tesco
PAW Patrol Coverless Carefree Bedding from Character World
Peanuts 70th Anniversary Homewares and Gift Collection from Cath Kidston
Pokémon 25th Anniversary Giftware from Abysse Corp
Roald Dahl x Natural History Museum Extraordinary Explorers Range
Homeware Collection from M&S
The Wizarding World Collection from Wow! Stuff

BEST LICENSED FOOD OR DRINK RANGE

Barratt x Iceland Ice Creams from Ice Fresh
Ghostbusters Candy from Rose Marketing
Harry Potter Confectionery for M&S from Kinnerton Confectionery
Mr Men Little Miss Confectionery from Crème d’Or
Original Stormtrooper Galactic Dry Gin from Blue Tree
Peaky Blinders Wine from Vignobles Bardet
Peter Rabbit Classic Chocolate Novelties Easter Collection from Cadbury’s
Wallace & Gromit Biscuit Collection from Deans of Huntly
Xbox Celebration Cake from Finsbury Foods

THE INNOVATION AWARD

Batman Cape Backpack from Bioworld International
Crayola Rainbow Toothpaste from H&A
Ghostbusters Trap Incense Burner from Numskull Designs
Hey Duggee Plush Chair from 8th Wonder
LEGO DOTS Range from Levi’s
Marvel Battleworld Range from Funko
Minecraft Block Building Light from Paladone Products
Peppa Pig’s Clever Car from Wow! Stuff
Scooby-Doo Products for Dogs from Fred & Ginger

BEST SUSTAINABLE LICENSED PRODUCT

Alice Scott Gift Range for Tesco from H&A
The Beano, Dennis’ 70th Anniversary Limited Edition Tartan from The Prickly Thistle Scotland
Grand Designs Sofas from The Branded Furniture Company
The Gruffalo Pop-out Play-set from Play Press Toys
The Gruffalo Repreve Recycled Bedding Collection for ASDA from Dreamtex International
Jurassic World: Camp Cretaceous Happy Meal from The Marketing Store)
National History Museum The Resilience of Nature Range from Finisterre
Peppa Pig Brand Threads Nightwear Range from Cooneen By Design
Peppa Pig Eco Plush from Character Options

PROPERTY CATEGORY FINALISTS

BEST PRESCHOOL LICENSED PROPERTY (AGE GROUP 0-5)

Baby Shark
Bing
CoComelon
The Gruffalo
Hey Duggee
PAW Patrol
Peppa Pig
Teletubbies
That’s Not My…
Thomas & Friends

BEST CHILDREN’S OR TWEEN LICENSED PROPERTY (AGE GROUP 5-12)

Barbie
Jurassic World
LEGO
L.O.L. Surprise!
Miraculous
NERF
Trolls
Wizarding World
The World of David Walliams

BEST TEEN OR ADULT LICENSED PROPERTY

Barbie
Emoji
Friends
The Grinch
The Mandalorian
Marvel Universe
Peaky Blinders
Stranger Things
Wizarding World

BEST GAMING LICENSED PROPERTY

Animal Crossing
Assassin’s Creed
Destiny
Fortnite
Minecraft
Pokémon
Roblox
Sonic The Hedgehog
Super Mario
Warhammer

BEST FILM LICENSED PROPERTY

Cruella
Peter Rabbit 2: The Runaway
Tom and Jerry: The Movie
Wonder Woman 1984

BEST MUSIC OR CELEBRITY LICENSED PROPERTY

The Beatles
Billie Eilish
BTS
Hearts by Tiana
Motörhead
Mrs Hinch
Queen
The Rolling Stones

BEST SPORTS LICENSED PROPERTY  

Arsenal Football Club
British & Irish Lions
Chelsea Football Club
England Football
England Rugby
Liverpool Football Club
Manchester City Football Club
Manchester United Football Club
NFL
NFL Players Association
Tottenham Hotspur Football Club

THE CLASSIC LICENSED PROPERTY AWARD
This award is for properties that have stood the test of time (with at least a decade of licensing activity). The winner will join previous winners in The Licensing Classics Hall of Fame. Previous year’s winners are Barbie, The Beano, Peppa Pig, Peter Rabbit, Pokémon, Mickey Mouse, Miffy, The Snowman, Star Wars and Thomas & Friends.

This year’s finalists are:

Batman
In the Night Garden
Me to You
Minnie Mouse
Mr Men Little Miss
Paddington
Peanuts
Roald Dahl
Sesame Street
Spider-man
The Very Hungry Caterpillar
Wallace & Gromit

Honorary Achievement Award
There are no finalists announced for this prestigious award. It will be given to someone in recognition of their contribution to the industry.

Tickets and tables can be reserved quickly and securely online by visiting Max-Tickets.net or by contacting Clare Hollick at Create Events: clare@createvents.co.uk or phone +44 (0)1183 340085.

China Shipping Crisis | Toy retailer The Entertainer is urging consumers to get their Christmas shopping early

With shipping from China reaching a crisis point that has seen costs skyrocket to all time highs amid a shortage of containers within the global supply chain, the UK’s independent toy retailer, The Entertainer is making its message to the consumer clear.

Costs, shortages, and delays have hamstrung companies across the industries worldwide in recent months, and analysts suggest that the crisis is likely to continue into 2023, with rumbles of legal redress against shipping companies, and allegations of ‘cartel action regarding freight rates’ thrown in.

And while the world reels from the activity – brought on by a pandemic that saw shipping ports operating at reduced staff levels, causing delays on shipments, coupled with a buying boom from consumers spending online – the high street toy retailer The Entertainer is urging its customers to complete their Christmas shopping early once again this year, in order to avoid disappointment.

The call echoes those made by the retailer at the mid point of 2020, when online shopping surged in the midst of lockdowns and restrictions. Now, however, with all remaining restrictions due to be lifted across England by next week and as The Entertainer encourages families to make Christmas 2021 ‘better than ever’, it issues the warning to get those orders in early, as the toy industry navigates its latest logistical headache.

Gary Grant, founder and executive chairman of The Entertainment issued the call out to shoppers this week.

“There are lots of brands that we’re excited about for Christmas 2021, including PAW Patrol, following the movie this summer, and CoComelon, Super Mario, LOL Surprise, Barbie, and Bluey,” he said.

“But the shipping crisis in China is causing uncertainty as to what will be available and when. So above all, we urge our customers to shop early for Christmas this year to avoid disappointment.”

Earlier this month, the vice president of the Taiwanese branch of DB Schenker, a major player in supply chain management and logistics solutions said that global shipping reliability was at an ‘historic low.’

Antoine Bouin of Schenker Taiwan, said: “Empty container shortages are worsened by port congestion in Europe and the US, and recently, by China’s Yantian port backlog. Port congestion, berthing delays, flow imbalances and the slow return of empty containers have caused shipping lines to skip some of their regular trips and pushed global shipping reliability to an historic low.”

China Shipping Crisis | Toy retailer The Entertainer is urging consumers to get their Christmas shopping early

With shipping from China reaching a crisis point that has seen costs skyrocket to all time highs amid a shortage of containers within the global supply chain, the UK’s independent toy retailer, The Entertainer is making its message to the consumer clear.

Costs, shortages, and delays have hamstrung companies across the industries worldwide in recent months, and analysts suggest that the crisis is likely to continue into 2023, with rumbles of legal redress against shipping companies, and allegations of ‘cartel action regarding freight rates’ thrown in.

And while the world reels from the activity – brought on by a pandemic that saw shipping ports operating at reduced staff levels, causing delays on shipments, coupled with a buying boom from consumers spending online – the high street toy retailer The Entertainer is urging its customers to complete their Christmas shopping early once again this year, in order to avoid disappointment.

The call echoes those made by the retailer at the mid point of 2020, when online shopping surged in the midst of lockdowns and restrictions. Now, however, with all remaining restrictions due to be lifted across England by next week and as The Entertainer encourages families to make Christmas 2021 ‘better than ever’, it issues the warning to get those orders in early, as the toy industry navigates its latest logistical headache.

Gary Grant, founder and executive chairman of The Entertainment issued the call out to shoppers this week.

“There are lots of brands that we’re excited about for Christmas 2021, including PAW Patrol, following the movie this summer, and CoComelon, Super Mario, LOL Surprise, Barbie, and Bluey,” he said.

“But the shipping crisis in China is causing uncertainty as to what will be available and when. So above all, we urge our customers to shop early for Christmas this year to avoid disappointment.”

Earlier this month, the vice president of the Taiwanese branch of DB Schenker, a major player in supply chain management and logistics solutions said that global shipping reliability was at an ‘historic low.’

Antoine Bouin of Schenker Taiwan, said: “Empty container shortages are worsened by port congestion in Europe and the US, and recently, by China’s Yantian port backlog. Port congestion, berthing delays, flow imbalances and the slow return of empty containers have caused shipping lines to skip some of their regular trips and pushed global shipping reliability to an historic low.”

Toy shop The Entertainer raises £650,000 for Bristol Children’s Hospital charity The Grand Appeal

The family-owned toy retailer, The Entertainer has raised an impressive £650,000 for the dedicated charity of the Bristol Children’s Hospital, The Grand Appeal, just two weeks after reopening the doors of its high street stores.

The Entertainer has been raising money for the sick children at Bristol Children’s Hospital by simply asking customers to round up their purchases to the nearest pound when shopping in store, by partnering with Pennies, the micro-donation charity.

Despite UK retail sales suffering due to long periods of closure and reduced footfall during the pandemic, the toy chain has raised almost £100,000 for The Grand Appeal in the last year alone, exceeding £650,000 as stores reopened the week before last.

The Entertainer has been raising funds for the charity, after rolling out the Pennies initiative across its stores in the UK in 2011. A total of 17 of the stores across the South West, from Cornwall up to Wiltshire raise funds for The Grand Appeal.

The donations support the charity’s contribution to specialist treatment for sick babies, children and young adults from across the South West and aid the development of facilities that ensure Bristol Children’s Hospital remains at the forefront of children’s healthcare.

Pennies runs the “digital charity box”, the digital upgrade of the traditional charity tin, designed to fit with our increasingly cashless lifestyles.

In 2018, The Entertainer upgraded the technology to enable customers to donate via contactless payments with Pennies, this introduction has seen customer generosity significantly increase with £400,000 being raised in less than three years.

Karen Emery, area manager for The Entertainer in the South West, said: “We are delighted to announce that we have raised over £650,000 for our partners at The Grand Appeal. Despite reduced opening hours over the last year, its simply incredible to witness the continued generosity of our customers, who are willing to go the extra mile to support an amazing cause, even in such uncertain times.

“Many of our customers and staff have personal experience of using the hospital services and have seen first-hand the difference it makes. Thank you to all our customers in the South West for helping us to support The Grand Appeal.”

Alison Hutchinson CBE, Pennies CEO, added: “The fantastic news is The Entertainer has opened its doors to customers again, following the April 12th lockdown easing. We know they’ve been getting back to what they do best – providing a wonderful and welcoming experience to customers – and enabling them to get back to giving right away.

“Congratulations to The Entertainer and The Grand Appeal on this milestone, and a huge thank you to customers in Bristol and across the South West for their generosity.”

Helen Haskell, corporate partnerships manager at The Grand Appeal, said: “Our partners at The Entertainer and their incredibly generous customers have reached an astonishing milestone, which our team are extremely grateful for. Over the last year, fundraising has been especially challenging due to the pandemic and its thanks to supporters, like The Entertainer, that we have been able to continue to provide the vital services for sick children and their families when they need it most. Every penny truly does make a difference.”

As the Bristol Children’s Hospital charity, The Grand Appeal funds ground-breaking medical equipment, three family accommodation houses, 20 specialist support staff and a programme of art, music and play in partnership with the hospital and its Neonatal Intensive Care Unit at St Michael’s Hospital.

Early Learning Centre partners with Poetic Brands for baby, children’s wear and accessories

The Early Learning Centre brand is expanding into baby, children’s wear and accessories, thanks to a new licensing partnership with the clothing specialist, Poetic Brands. The partnership has been brokered by the Early Learning Centre’s licensing agency, Riverside Brands.

The new ELC collection will incorporate baby and children’s wear products, including baby layette fashion, as well as accessories such as baby changing bags and slings in the baby collection. In the children’s category, Poetic Brands will launch children’s daywear, as well as accessories including luggage, beach towels and bags, and flip flops.

Having traded in a number of guises since 1974, the Early Learning Centre has become a destination retailer for expectant mothers, new parents and beyond. Currently owned by The Entertainer, ELC operates both online and within The Entertainer stores with a vision to support parents with their child’s early years learning and development through play.

Anne Bradford, director, Poetic Brands, said: “When we heard about the opportunity of establishing ELC as an apparel collection, we jumped at the chance to come on board and work with Ash [founder of Riverside Brands] and The Entertainer on this project.

“In the initial year of setting up the business it has been so important to us to look for new opportunities to the market and the ELC brand absolutely ticks this box. Our team has a huge amount of experience across both baby and toddler and they are looking forward to creating a unique apparel collection at retail.”

Ashley Holman, MD, Riverside Brands, added: “We have had a fantastic initial response to the Early Learning Centre licensing opportunity since announcing it a few months ago and it is really exciting to be partnering with Poetic Brands, as they really understood the vision we have for the brand from the outset. We are confident this will be the start of a very successful partnership for all involved.”

The Entertainer partners with Mattel to bring a virtual Christmas grotto experience to children this year

The family-owned high street toy retailer, The Entertainer, has teamed up with Mattel to create a virtual grotto experience for children missing out this Christmas due to the coronavirus pandemic.

With government restrictions, lockdowns, and social distancing measures taking experiences and events off the table this year, the pair are looking to recreate the experience of the Christmas grotto visit in a unique way with a giveaway offering 50 places to families who will get the chance to ‘dial through’ to the North Pole and chat with Santa and his elves.

Supporting some of those families most at need, 25 of the 50 spaces will be split between families from The Salvation Army nurseries and families supported by the support group Enabled run by The Salvation Army who provide spiritual and social fellowship for people with a disability and their carers.

The remaining 25 spots are open to the public to win. Families have from November 5th to 21st to enter. Full T&Cs can be seen on the website alongside the entry form by following this link: https://emails.thetoyshop.com/public/m/santa_competition

As well as a chance to meet Santa, there will also be toys from Mattel to be won including the latest Barbie dolls, Hot Wheels cars, Mega Bloks construction toys as well as games including UNO and Scrabble. All entrants will also receive a 10 per cent off voucher for Mattel toys at The Entertainer.

Gary Grant, founder and chief executive of The Entertainer, said: “Covid-19 has had a huge impact on our children, from missing play dates with friends to time away from learning and this Christmas is already looking very different. Visiting Father Christmas is a time-honoured Christmas tradition for thousands of children across the country, and whilst social distancing means this isn’t possible this year, we wanted to bring Santa to children in the virtual world so families can share the joy of Christmas together.”

UK toy retail chain The Entertainer moves into Asda in ‘test and learn’ concession partnership

The UK toy retail chain, The Entertainer is moving into the supermarket giant, Asda, as part of the grocer’s ‘test and learn’ partnership strategy. The move will see The Entertainer turn the toy aisles of five of Asda’s UK stores into branded concessions from early next year.

Under the terms of the partnership, The Entertainer will have full responsibility for the product range, pricing and merchandising. The supermarket has said that it is in response to a shift in consumer behaviour – brought on by the coronavirus – that sees an increasing number of shoppers looking to complete multiple shopping ‘missions’ in one trip.

This isn’t the first partnership of its kind for Asda who has recently expanded its trial run with musicMagpie to a further 31 stores and has formed a new deal with Per-Scent, the branded fragrance distributor, at its Stevenage store.

Asda said its strategy of bringing brands that are popular with customers into stores began last year with jewellery and accessories retailer Claire’s and has since been extended to partnerships with Greggs, B&Q, musicMagpie and now The Entertainer and Fragrance Point.

“The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers,” Asda partnerships senior director Matt Harrison said.

“We anticipate working with more great brands like The Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”

The Entertainer executive chairman, Gary Grant, said: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in five stores from February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, where ever is most convenient to them.”

Masha and the Bear secures host of UK licensees as Season Four lands on Tiny Pop

The international animation studio and name behind the popular kids’ show Masha and the Bear, has secured a host of new UK licensees to coincide with the arrival of season four of the animated series on Tiny Pop this month.

In a swathe of deals brokered by the UK licensing agency, Lisle Licensing Masha and the Bear is now moving into licensed backpacks, school bags and fashion bags with William Lamb Group, as well as branded costumes and accessories, tableware, paper decorations, party bags and balloons courtesy of Smiffys.

On top of this, a partnership with The Entertainer will see the UK toy retailer stock Masha and the Bear – Masha’s Songs branded caps in over 170 of its stores nationwide.

The local licensing activity all gets under way as the popular animated series lands on Tiny Pop with its season four debut this month. Called Masha’s Songs, the 13 episode season is dedicated to exploring different countries and their music, values, and culture. The season will see Masha travel the world with her friends.

Tiny Pop is supporting the Season Four launch with a series of marketing activities including a nationwide on-air and digital musical competition, asking viewers to go to the Tiny Pop Artpad and design a picture of the Masha Musical Band.

The competition will run for three weeks from November 9 to November 30 2020 and will raffle prizes from Animaccord’s retail and toy partners, Smyths and Simba Dickie Group. There will also be a separate schedule of Tiny Pop online and social competitions in conjunction with Masha and the Bear toy manufacturers Simba Dickie Group and Tactic

The Entertainer partners with Riverside Brands for ELC brand extension programme

The UK’s family owned high street toy retailer, The Entertainer has partnered with Riverside Brands to lead its brand extension strategy for Early Learning Centre.

Under the new partnership, both the Happyland and core ELC brand will look to build out wider brand extensions into categories such as apparel, nightwear, health & beauty, publishing, nursery and experiences.

It’s been billed as ‘an exciting partnership for all involved as The Entertainer focuses on growing the Early Learning Centre brand since its acquisition in February 2019’. The partnership also marks a significant move for a retailer into the licensing, highlighting the commitment of the group to support the ELC brand during highly tumultuous times for UK retail.

Stuart Grant, global sourcing officer at The Entertainer, said: “We are extremely excited to be partnering with Riverside Brands on this exciting opportunity for the Early Learning Centre brand. With such a strong heritage as an iconic part of early years development we are confident there is more opportunity for the brand to be an even bigger part of children’s early years by giving them greater access to the characters through carefully selected brand extensions.

“We are confident that Riverside Brands is the right partner to achieve this in a way that protects the brand by securing opportunities to compliment the existing brand heritage.”

Ashley Holman, managing director of Riverside Brands, said: “We are delighted to be partnering with The Entertainer on this exciting opportunity for Early Learning Centre. ELC has been a much-loved brand for nearly 50 years and we’re looking forward to making its iconic characters more accessible through brand extensions into areas such as apparel and bedding.

“Children love these characters, they’re an important part of their early years and we’re looking forward to making them available in categories which will compliment the core toy ranges.”

The Entertainer expands international operations with first store in the Far East

Multi-platform toy shop, The Entertainer is growing its international footprint once more, this time with the launch of its first outlet in the Far East. In partnership with Kim Jin Joo Bhd, the retailer has set foot down in Malaysia’s own Sunway Pyramid.

This is the latest move to cement the ongoing expansion for the UK’s largest chain of toy stores. The Malaysian group has said that this maiden store will be joined by two other outlets by the end of this year.

Group chairman Pang Kim Hin said the opening of the outlet marks a new milestone for the company as part of its strategy to diversify into the toys sector and complement its existing maternity and baby product retail business.

“We are of the view that the introduction of The Entertainer outlets in Malaysia will contribute to an increase of sales over the coming two to three years as it fulfills a niche for toys catering to children of toddler age up to 12 years old,” he said in a statement today.

Previously, Kim Hin Joo’s existing market reach and product offerings was mainly catered to children up to six years of age, but with the outlet chain it is able to widen its retail offerings to include older children, particularly those in the six to 12 years age bracket.

In regards to the ongoing Covid-19 pandemic, the group is also taking measures to ensure that its business will remain sustainable as well as the necessary steps to mitigate the impact from the outbreak.

Pang said that no one could predict the pandemic’s impact on the retail industry, especially for businesses that have primarily brick-and-mortar presence.

“However, we foresee a recovery in our sales in our retail outlets in line with the reopening of shopping malls operating at regular hours, and a gradual increase of foot traffic in shopping malls over the coming months,” he said.