Licensed toys account for 30% of UK sales

With several blockbuster movies set to launch this summer, The NPD Group has looked at the links between the big screen and toy sales and concluded that 2022 could be the year of the ‘blockbuster’ toy.

Licensed toys account for 30% of all sales this year, their highest level since 2008. By remaining relatively flat at -1%, licensed toy sales have out-performed non-licensed toy sales which are currently down -11% in value (Year-to-date May 2022 vs the same period last year). The largest licences this year are Star Wars, Harry Potter and Minecraft, with content including movies, streaming shows and video games.

The big screen is back

Three of the most anticipated films of the year are released during June and July: Jurassic World Dominion (released 10 June), Lightyear (released 17 June) and Minions: The Rise of Gru (released 1 July).

Melissa Symonds, NPD’s Executive Director of UK Toys, says: “We’ve already seen strong growth from movie releases this year such as The Batman driving toy sales up 84%, and Marvel Universe up 12%. Even ahead of their film launches, the Jurassic World toy license is up 63% and Minions up 79% so far this year. While prices and the cost of living pose a real-world challenge, cinema can provide an escape from everyday life. By buying toys related to the film they’ve just seen, kids can live in that world a little longer.”

Additionally, most of the big studios have implemented a multi-channel strategy that allows them to offer new content to fans continuously, instead of being restricted by one big movie release every three years.

“Many of these summer blockbusters have additional content available. There are series available on video-on-demand platforms such as Camp Cretaceous for the Jurassic saga, or Star Wars’ Obi-Wan Kenobi, not to mention the various Marvel streaming shows such as Ms. Marvel and Moon Knight developed around the lesser-known characters which enrich and extend the appeal of the franchises,” comments Symonds.
 

The top five movie properties YTD May 2022*
1.       Star Wars
2.       Marvel Universe
3.       Barbie
4.       Pokémon
5.       Paw Patrol
Source: The NPD Group

A record year for licenses for UK Toys

Symonds concludes: “2022 looks set to be a record year for licensed toys. With the big screen making a comeback, all eyes are on the summer blockbuster movies, but we also expect to see non-cinema licensed content performing as a powerful catalyst for the toy market thanks to TV, YouTube, subscription video-on-demand and video games. This should bring us one or two points of growth over the whole year.”

 

Boat Rocker signs toy manufacturer Simba Dickie for Dino Ranch

Global entertainment company Boat Rocker has announced that Simba Dickie Group – one of the top five toy manufacturers in Europe – has signed a licensing deal for Dino Ranch, as the preschool hit continues to rapidly expand its global footprint.

The product range will feature the Big Bloxx Junior Building Construction set, which contains a minimum of 15 pieces, including exclusive figurines and accessories. Other highlights include foot to floor ride-ons, scooters, school and kitchen large role-play sets, pocket money toys– such as bubbles, magnetic drawing boards, glow in the dark sets and a light projector – and seasonal products including buckets, spades and sand toys.

Simba Dickie Group plans to launch its new ranges from SS23 across the UK & Eire and EMEA, including France, Iberia, Italy, Benelux, the Nordics, CEE and GSA.

Dino Ranch continues to be a ratings hit amongst kids aged 2-5 on Disney Jr and CBC, where it premiered in January 2021. Sustaining the number one position in its timeslot on Disney Jr has led to the show being sold to over 170 countries and made available in 15+ languages, with Tiny Pop in the UK the latest to come on board. Its unique mash-up of dinosaurs and cowboys set in the great outdoors continues to prove hugely popular across all platforms. Series two is currently in production and is set to premiere in the US this summer, including a 22-minute tentpole special.

Kate Schlomann, EVP Brand Management and Content Marketing, Boat Rocker, says: “We’re delighted to welcome Simba Dickie to our ever-growing herd of best-in-class licensees for Dino Ranch. As one of Europe’s leading toy manufacturers, this new deal will further strengthen our international reach, and the Dino Ranch brand. Their expertise will help expand the world of Dino Ranch for our preschool-aged fans, offering additional ways to play which complement our master toy range from Jazwares.”

“We are thrilled to partner with Boat Rocker Studios on Dino Ranch. This is a really unique new show for preschoolers and we’re excited to develop this Trrrrific range across our line,” says Werner Lenzner, Simba Dickie Group’s Licensing and Strategic Development Manager.

Simba Dickie joins a distinguished list of licensees already saddled up for Dino Ranch, including Master Toy partner Jazwares, which is launching its dynamic line across EMEA this summer; Scholastic, whose story and sticker books launched recently in English language territories; Rubies for dress up; Ravensburger for puzzles and games; Character World for bedding and soft furnishings; Immediate Magazine for a standalone magazine; and Kennedy for inclusion in their compilation titles.

Dino Ranch (104 x 11’ 3D animation) is created by Matt Fernandes (of Industrial Brothers) and produced by Industrial Brothers and Boat Rocker Studios, in association with CBC Kids and Radio-Canada. Boat Rocker manages the global franchise development, including content distribution and consumer products.

Boat Rocker signs toy manufacturer Simba Dickie for Dino Ranch

Global entertainment company Boat Rocker has announced that Simba Dickie Group – one of the top five toy manufacturers in Europe – has signed a licensing deal for Dino Ranch, as the preschool hit continues to rapidly expand its global footprint.

The product range will feature the Big Bloxx Junior Building Construction set, which contains a minimum of 15 pieces, including exclusive figurines and accessories. Other highlights include foot to floor ride-ons, scooters, school and kitchen large role-play sets, pocket money toys– such as bubbles, magnetic drawing boards, glow in the dark sets and a light projector – and seasonal products including buckets, spades and sand toys.

Simba Dickie Group plans to launch its new ranges from SS23 across the UK & Eire and EMEA, including France, Iberia, Italy, Benelux, the Nordics, CEE and GSA.

Dino Ranch continues to be a ratings hit amongst kids aged 2-5 on Disney Jr and CBC, where it premiered in January 2021. Sustaining the number one position in its timeslot on Disney Jr has led to the show being sold to over 170 countries and made available in 15+ languages, with Tiny Pop in the UK the latest to come on board. Its unique mash-up of dinosaurs and cowboys set in the great outdoors continues to prove hugely popular across all platforms. Series two is currently in production and is set to premiere in the US this summer, including a 22-minute tentpole special.

Kate Schlomann, EVP Brand Management and Content Marketing, Boat Rocker, says: “We’re delighted to welcome Simba Dickie to our ever-growing herd of best-in-class licensees for Dino Ranch. As one of Europe’s leading toy manufacturers, this new deal will further strengthen our international reach, and the Dino Ranch brand. Their expertise will help expand the world of Dino Ranch for our preschool-aged fans, offering additional ways to play which complement our master toy range from Jazwares.”

“We are thrilled to partner with Boat Rocker Studios on Dino Ranch. This is a really unique new show for preschoolers and we’re excited to develop this Trrrrific range across our line,” says Werner Lenzner, Simba Dickie Group’s Licensing and Strategic Development Manager.

Simba Dickie joins a distinguished list of licensees already saddled up for Dino Ranch, including Master Toy partner Jazwares, which is launching its dynamic line across EMEA this summer; Scholastic, whose story and sticker books launched recently in English language territories; Rubies for dress up; Ravensburger for puzzles and games; Character World for bedding and soft furnishings; Immediate Magazine for a standalone magazine; and Kennedy for inclusion in their compilation titles.

Dino Ranch (104 x 11’ 3D animation) is created by Matt Fernandes (of Industrial Brothers) and produced by Industrial Brothers and Boat Rocker Studios, in association with CBC Kids and Radio-Canada. Boat Rocker manages the global franchise development, including content distribution and consumer products.

PMI Partners with Skydance Animation for “Spellbound” toy, plush and stationery line

PMI Ltd has announced it has signed a global toy, plush and stationery licensing agreement with Skydance Animation for Spellbound, Apple Original Films and Skydance Animation’s upcoming animated feature film, in a deal brokered by IMG.

Directed by Vicky Jenson (Shrek) and written by Lauren Hynek & Elizabeth Martin (Mulan) and Linda Woolverton (The Lion King, Beauty and the Beast), Spellbound follows a young girl who sets out to break the spell that has divided her kingdom in two. The original score for the film hails from Academy Award-winning composer Alan Menken (The Little Mermaid, Beauty and the Beast, Aladdin, Pochontas), with lyrics by Glenn Slater (Tangled). Chris Montan serves as executive music producer.

PMI’s Spellbound line will feature craft, activity and play sets, 2D and 3D plush, talking plush, plush backpacks, capsule toys, stationery such as stampers, pencil cases, toppers and erasers, keychains, figural torches with light-up functions, and a branded matchify card game.

Luis Fernández, Head of Consumer Products, Skydance, says: “We’re excited to partner with PMI to expand the enchanting world ofSpellbound beyond the screen and look forward to delivering engaging experiences for the consumer with these products.”

Omer Dekel, VP International Sales, PMI Ltd, adds: “We are so excited to be teaming up with Skydance Animation and can’t wait to roll out the fabulous Spellbound line we are designing. It’s going to be an amazing ride for all of us! This partnership is another major achievement for PMI and a huge addition to our broad range of popular branded stationary, collectibles, toys and school supplies.”

 

Farshore to publish Squishmallows official collector’s guide

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

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

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

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

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

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

 

 

Just Play named as master toy licensee for Sesame Street

Sesame Workshop, the nonprofit educational organisation behind the iconic Sesame Street, has named preschool toy specialist Just Play as its multi-territory master toy licensee for North America, Latin America, Europe, the Middle East, and Africa.

Under this multi-year partnership, Just Play will manufacture and market an expansive array of products featuring beloved Sesame Street characters including Elmo, Cookie Monster, and Abby Cadabby. The company will also support Sesame Workshop’s mission “to help kids grow smarter, stronger and kinder”.

Starting in 2023, Just Play will take the helm and usher in a new era of engaging educational products that will roll-out throughout the year and beyond. Key preschool play patterns and categories including plush, figures, playsets, vehicles, role play/dress up, bath and learning toys will define the new product portfolio.

Just Play will contribute to Sesame Workshop’s social impact efforts by providing funding for vital initiatives that bring critical early learning and support across a broad variety of challenges to children around the world. These initiatives are fundamental to both organisations’ ongoing efforts to help families everywhere thrive.

“We’re thrilled to partner with Just Play and strengthen the Sesame Street brand globally,” says Ed Wells, EVP and Head of Global Media and Education, Sesame Workshop. “Just Play creates fantastic, best-in-class products that delight the whole family. This, coupled with its exceptional retailer and distribution network, and impressive mix of items across multiple categories, make it a natural partner. We’re also mission-aligned: we both create unique and powerful experiences for kids and families to play and learn with their favorite brands. Those deep connections drive everything we do at Sesame Workshop.”

“It’s a privilege to become a central partner to one of the most beloved and respected franchises in the world,” says Sunny Lauridsen, SVP of Licensing and Brand Strategy, Just Play. “Sesame Street is a brand that connected with each of us in our childhood and continues to provide important educational, social and giggle-inducing content for families today. We’re honoured to bring the next generation of toys to market.”

Just Play’s international reach is essential to supporting the growth of Sesame Street globally with its recently opened UK office serving as the hub to EMEA operations, and strategic partnerships in Latin America.

 

Spin Master renews deal with Warner Bros for DC-inspired toy lines

Spin Master announced today that it has renewed its global licensing agreement with Warner Bros Consumer Products (WBCP) and DC for the iconic Batman franchise and other DC Super Heroes.

Spin Master first joined forces with WBCP in 2018 as the toy licensee for DC in the action figure, playset, roleplay and vehicle categories for the period of 2019-2022. The company has now extended the relationship for a four-year term, beginning in 2023 through to 2026.

“It’s been an honour to work with Warner Bros Consumer Products on this heroic and innovative line of action figures, vehicles and playsets, bringing the adventures and stories of Batman, DC Super Heroes and Super-Villains into fans’ homes around the world,” says Chris Beardall, Spin Master’s President, Toys, and Chief Commercial Officer. “The timing of this renewal is perfect as we head into a blockbuster year for DC, with its incredible slate of feature films hitting the big screen in 2022 coinciding with custom toy collections for each. Our innovative approach to toy design combined with our meticulous attention to detail has helped to achieve record-setting sales for Spin Master’s DC toy line.”

“DC is one of the most iconic brands in the world, and we’re excited to continue our partnership with Spin Master to bring the characters and stories to life through inspired toy collections,” adds Sam Bushy, Senior Vice President and General Manager North America and head of e-commerce for WBCP.

Warner Bros Pictures’ The Batman opens in cinemas on March 4, 2022, and Spin Master’s The Batman toy line-up is available at major toy retailers now.

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WildBrain CPLG partners with Moose Toys for Magic Mixies licensing programme

Entertainment, sport and brand licensing agency WildBrain CPLG is partnering with Moose Toys to handle representation of the global toy company’s mega-hit Magic Mixies Magic Cauldron, as well as planned line extensions for the brand.

Under its dedicated North America office, WildBrain CPLG will represent Magic Mixies in the U.S. and Canada to build a cross-category merchandise offering, targeting kids aged 5–8 years old. The initial focus for the consumer products roll-out will be on the apparel, sleepwear, publishing, accessories and homeware categories. Moose will be building the brand’s presence even further with a comprehensive content plan later this year.

Jasen Wright, VP North America at WildBrain CPLG, says: “As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit. Magic Mixies has captured the attention of kids and retailers alike, as demonstrated by the stand-out sales since launch. The brand has significant potential beyond the core toy range, and we look forward to forging partnerships that extend the wonderment of Magic Mixies for kids across the U.S and Canada.”

Menal McGrath, Vice President, Global Licensing, Moose Toys, adds: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the U.S. and Canada. Furthering our relationship with them by adding Magic Mixies to their portfolio was both the best and the right choice to solidify Mixies’ success. We look forward to seeing them work their ‘magic’ to expand the brand’s presence in lifestyle categories for the ultimate Magic Mixies fans.”

WildBrain CPLG also handles the global licensing programme for Moose Toys’ biggest boys’ franchise to date, Akedo – Ultimate Arcade Warriors. Additionally, the agency recently secured a partnership with Moose for a range of toys and playsets based on a fresh iteration of WildBrain’s Strawberry Shortcake brand and its new animated series, Berry in the Big City.

WildBrain CPLG partners with Moose Toys for Magic Mixies licensing programme

Entertainment, sport and brand licensing agency WildBrain CPLG is partnering with Moose Toys to handle representation of the global toy company’s mega-hit Magic Mixies Magic Cauldron, as well as planned line extensions for the brand.

Under its dedicated North America office, WildBrain CPLG will represent Magic Mixies in the U.S. and Canada to build a cross-category merchandise offering, targeting kids aged 5–8 years old. The initial focus for the consumer products roll-out will be on the apparel, sleepwear, publishing, accessories and homeware categories. Moose will be building the brand’s presence even further with a comprehensive content plan later this year.

Jasen Wright, VP North America at WildBrain CPLG, says: “As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit. Magic Mixies has captured the attention of kids and retailers alike, as demonstrated by the stand-out sales since launch. The brand has significant potential beyond the core toy range, and we look forward to forging partnerships that extend the wonderment of Magic Mixies for kids across the U.S and Canada.”

Menal McGrath, Vice President, Global Licensing, Moose Toys, adds: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the U.S. and Canada. Furthering our relationship with them by adding Magic Mixies to their portfolio was both the best and the right choice to solidify Mixies’ success. We look forward to seeing them work their ‘magic’ to expand the brand’s presence in lifestyle categories for the ultimate Magic Mixies fans.”

WildBrain CPLG also handles the global licensing programme for Moose Toys’ biggest boys’ franchise to date, Akedo – Ultimate Arcade Warriors. Additionally, the agency recently secured a partnership with Moose for a range of toys and playsets based on a fresh iteration of WildBrain’s Strawberry Shortcake brand and its new animated series, Berry in the Big City.

Rainbow names Giochi Preziosi master toy partner for Pinocchio and Friends

Italian content powerhouse Rainbow and Italy’s historic leading toy company Giochi Preziosi have signed a partnership for the master toy line inspired by Iginio Straffi’s latest animated hit Pinocchio and Friends, already airing daily on Rai Yoyo.

Giochi Preziosi will initially distribute the line in Italy with a roll-out strategy that will bring action figures, dolls, playsets, and plush toys based on the show to the shelves starting next autumn, with the option of extending the agreement to other European countries and beyond.

Giochi Preziosi will invest significantly in the development of this new line, as well as in marketing and communication activities to support the launch and raise brand awareness.

“We are thrilled to collaborate with Giochi Preziosi, a historic partner and Italian reference point for almost half a century in the toy sector,” says Rainbow’s founder and CEO Iginio Straffi. “Developing together the toy line for a series full of inspiring features like Pinocchio and Friends is a great opportunity and will bring a touch of freshness, colour and fun to the daily lives of our children.”

The toy category’s debut is eagerly awaited by fans of the show, an original adaptation based on Carlo Collodi’s timeless classic and created in high quality CGI animation. Targeted at 4–7-year-olds, Pinocchio and Friends debuted on Rai Yoyo last November and is among the channel’s most watched shows.

After its successful release in Italy, the series will land in the UK this year thanks to a partnership with the BBC, which will broadcast Pinocchio on the leading children’s channel CBeebies, before continuing overseas to Discovery Kids Latin America.

The partnership signed with Giochi Preziosi is part of a broad development plan for the Consumer Products sector inspired by the show, with licensees already confirmed including Mondadori, Ravensburger, Dolfin, Fashion UK and Ciao.

Giochi Preziosi’s chairman Enrico Preziosi says: “When I came across this opportunity, I didn’t hesitate – it’s always a pleasure to create product lines inspired by the great tales of our cultural and literary tradition, as well as to work with Italian companies such as Rainbow, with whom Giochi Preziosi has been building and consolidating solid partnerships for years now. I really appreciated Iginio Straffi’s take on the great classic Pinocchio. I think it is a contemporary, funny, ironic and educational series; it reinterprets tradition in a modern key, without losing the charm and core values of the original version.”