Bulldog signs Wow! Stuff for master toy global deal

Licensing agency Bulldog has agreed terms on a deal with Wow! Stuff for the toy company to become the first licensee for the ‘boundary breaking’ 2.5D animated series Odo.

Created by Sixteen South Originals and co-produced with Letko, Odo has now sold into more than 128 countries. In the new Master Toy global deal, Wow! Stuff will create a comprehensive range of toys including plush, dolls, figures and accessories, role-play toys, play sets, track sets, construction toys and bath toys.

Odo is a little owl with big ideas and was recently selected to join the Bulldog family of brands following its stellar TV launch last year. The first series comprises 52 x 7-minute stories and has already been pre-sold to many leading networks and broadcasters worldwide. The series is now airing every weekday on Milkshake! in the UK.

Odo has also been signed by HBO Max in the US and is airing on MiniMini+ in Poland, TVO Kids and Knowledge Kids in Canada and ABC in Australia. Many more territories will roll out throughout 2022.

The series combines humour and heart and aims to teach young children self-efficacy and to believe in themselves to help combat the troubling rise in childhood anxiety and depression levels. Each episode sees Odo positively tackle challenges with the help of his best friend Doodle, under the loving watchful eye of Camp Leader, an eagle.

Wow! Stuff’s Director of Licensing, Kenny McAndrew, is delighted with the deal. “We were pitching against some of the biggest toy companies for Odo,” he says. “Everything Odo stands for resonates and aligns with our own values, we wanted this with all our hearts – and I think that showed through in our pitch! Odo is unique; Odo the owl is gender neutral, the themes are groundbreaking and the series is grounded on social justice. And it’s very, very funny.”

Vicky Miller, Licensing Director of Bulldog Licensing, adds: “Wow! Stuff’s reputation for innovation is really unmatched in the industry and that’s what we wanted for Odo. The series is breaking boundaries in its approach to children’s mental health and wellbeing, it’s a trail-blazer in the preschool entertainment arena. Similarly, Wow! Stuff always goes above and beyond to create innovative, show-stopping product ranges and that’s just what Odo deserves”.

 

Moose Toys partners with Silvergate Media for new Octonauts toy line

Moose Toys has partnered with Silvergate Media, the producers of Octonauts, on a new line of toys launching August 2022.

Moose will release a range of vehicles, figures, plush and playsets based on the popular animated TV property and its latest series, Octonauts: Above & Beyond, to preschool toy aisles nationwide.

Moose will continue the Octo-fun with line expansions, including new characters, vehicles and more, in late 2022.

“Anticipation for the new line of Octonauts: Above & Beyond toys has been building since we announced our partnership,” says Belinda Gruebner, chief marketing officer, Moose Toys. “We simply could not contain our enthusiasm and desire to share this first look at the line any longer.

“Moose’s strength and expertise in the preschool aisle shines with these toys designed to capture the hearts and imaginations of young Octo-fans. Widely regarded as one of the top preschool properties, Octonauts is action packed, educational and anchored in learning through problem solving and teamwork, and our toy line continues this outside of the episodes.”

The first wave of the range includes:

Playsets

  • Octoray Transforming Headquarters Playset [pictured above]: The ultimate transforming playset that goes from flying Octoray transporter to Headquarters. The large-scale playset comes with Captain Barnacles, three cute creatures and a collectible mission card for kids to create and play their own adventures and rescue missions. SRP $69.99
  • Octopod Action Playset: The command centre of the Octonauts world that’s featured in every Octonauts episode. The Octopod Action Playset includes Captain Barnacles, three creatures and a collectible mission card. SRP $34.99

Vehicles and Figures

  • Octonauts Deluxe Vehicles: This lineup of vehicles includes new vehicles from the latest Octonauts: Above & Beyond series as well as must-have vehicles from the original hit Octonauts show. Each vehicle comes with an Octonauts crew member, creature, and a collectable mission card. SRP $16.99
    • Gup-A and Captain Barnacles: The most iconic Octonauts Gup, the Gup-A is a submarine that is perfect for all underwater missions and adventures.
    • Gup-B and Kwazii: This shark-inspired vehicle comes complete with a chomping jaw feature.
    • Terra-Gup 1 and Dashi: Based on the new Octonauts: Above & Beyond content, the Terra-Gup 1 and Dashi are ready for land adventures.

Figures

  • Adventure Packs: Collectible packs that include one figure, an environment, a creature and a mission card to take kids on their own Octonauts adventure.  The packs feature four of the most popular Octonauts and their companion creatures, including Panni and Reindeer, Barnacles and Puffin, Kwazii and Tiger and Peso and Salamander. SRP $8.99

Gup Racers

  • Gup Racer Assortment: The debut assortment includes six collectible favorite Octonauts characters and their vehicles. With an assortment of sea and land vehicles, each vehicle comes with rolling wheels and a fixed figure. SRP $4.99

Plush

  • Plush and Talking Plush: Super-soft and cuddly Octonauts plush featuring four of the series’ most popular characters, including a talking Captain Barnacles who delivers some of his signature phrases. SRP $9.99 (plush figures); $24.99 (Captain Barnacles talking plush)

The toys will be available nationwide wherever toys are sold beginning August 2022. The launch of the new Octonauts line will be supported by a 360-marketing campaign including national television, digital media buys, influencer partnerships and in-store point-of-sale features.

There are five seasons and a trio of Netflix Original movie-length specials currently available on Netflix. The series is a ratings hit with leading broadcasters worldwide including CCTV, BBC, ABC and Super RTL. The Octonauts official YouTube channels have delivered more than 2 billion lifetime views, with in the region of 2 million subscribers.

The property’s newest series Octonauts: Above & Beyond takes the much-loved crew of intrepid explorers beyond the sea and onto land with an exciting array of new locations, vehicles and storylines to enjoy.

 

 

Spielwarenmesse 2022 cancelled

Following the cancellation of Toy Fair New York, there was more disappointing news for the international toy sector today with the announcement that the 72nd Spielwarenmesse International Toy Fair in Nuremberg, Germany, will not be taking place.

After weeks of speculation, organisers Spielwarenmesse eG confirmed that the show, slated for 2–6 February, is officially cancelled. As an alternative, exhibitors, specialist retailers and media representatives can meet up on the Spielwarenmesse Digital platform.

“We have fought hard to be able to hold the live event and we received strong support initially from toy markets worldwide,” said Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG. “A large number of suppliers without international distribution networks appealed to the organisers even in December to continue with the fair, which is so important to international business.

“In the last few days, conditions have been deteriorating and, due to the rapid growth of the Omicron variant, the situation with the pandemic is now markedly different. In response to this a large number of Spielwarenmesse exhibitors, out of concern for the health of their teams, cancelled their stands. The Spielwarenmesse thus no longer looked capable of providing its customary broad overview of the international toy market. A further complication was that it was no longer possible to plan ahead with any certainty because it was possible at any time that the event could be cancelled by the authorities.

“We regret having to make this decision and are grateful to everyone who remained committed to a physical trade fair to the very end,” concluded Ulrich.

A multifunctional platform is available both for exhibitors and for visitors: thanks to Spielwarenmesse Digital, they will still have networking opportunities and the facility to discover the latest trends, within the original timetable of the trade fair.

Toy Fair New York cancelled

The Toy Association, producer of Toy Fair New York, has announced the cancellation of Toy Fair New York, originally set to take place, February 19 to 22, 2022 at the Javits Center in New York City.

“Key to our efforts these past two weeks has been the balance of some 700 remaining committed toy manufacturers saying they need and want Toy Fair 2022 to build their businesses, weighing that against those departing and seriously on the fence, and needing to provide a sufficient quantity and quality across the retail buying community necessary to deliver a positive experience,” said Steve Pasierb, President & CEO of The Toy Association. “As that balance has shifted, we are obligated to make the best decision in everyone’s interest no matter how heartbreaking for so many and potentially damaging some business’ future prospects. The wide range of other events that occur across New York City during Toy Fair week are now also impacted.”

Toy Fair New York has a 117-year unparalleled track record of success. It remains The Toy Association’s responsibility to protect business rights, promote toy companies, advocate for members, and help members sell more product – which includes delivering a worthwhile investment in a quality, essential trade event.

“Certainly, there are legitimate concerns around the pandemic that has guided thinking,” added Pasierb. “Many are saying they are very comfortable with being at the Javits Center and at the show given strict health and safety protocols in place, while travel concerns and for some, staff absences due to illness at home, rightfully weigh on their minds.”

With about 700 toy manufacturers who remained committed to exhibiting at Toy Fair, “constant, unfounded rumors” on social media and elsewhere defied The Toy Association’s best efforts to sustain the show amid global uncertainty surrounding the pandemic.

Pasierb concluded: “Delivering a best-in-class next Toy Fair for all the varied audiences it serves so well is now our focus. We will be working with all exhibitors on next steps to unwind February 2022 and build a solid base for visitors from across the world to again experience Toy Fair.”

 

 

Creative Kids and Hasbro partner for innovative new Play-Doh products

Creative Kids, producer of interactive kids’ arts and crafts and STEM toys, has announced a new partnership with Hasbro to produce a variety of new Play-Doh branded products in 2022.

Through the multi-year, multi-national licensing agreement, Creative Kids and Hasbro will introduce a full line of Play-Doh toys with new twists in the Air Dry & Modelling Clay compounds space.

The partnership is a close collaboration between both Creative Kids’ and Hasbro’s product development and marketing teams. Together, the brands are working on a multitude of compounds new to Play-Doh products, including modelling clay and other assortments to offer new creative play experiences.

The first products will launch in Spring 2022 for all distribution channels and will be supported by a dynamic marketing campaign

“We are honoured to partner with Hasbro to help enhance and grow their iconic Play-Doh line,” says Daniel DeLapa, Chief Marketing Officer, Creative Kids. “We have been working on numerous new compounds and to have those innovations branded under the Play-Doh line is a dream come true.”

“Play-Doh has been Shaping Imaginations for generations of families by offering unique and engaging experiences for both kids and parents, for over 65 years,” adds Vice President, Hasbro Global Licensing, Jess Richardson. “This strategic partnership with Creative Kids allows the Play-Doh brand to expand upon that vision, offering kids exciting new innovative compounds to further unlock their creativity and imagination. Can’t wait to see the explorative fun these products will deliver.”

The first products in this new line will debut in the spring. For more information, visit CreativeKids.com.

MGA Entertainment joins forces with Dentsu Inc. for Pui Pui Molcar toy line

MGA Entertainment, the fastest growing and biggest privately held toy company in the US, has announced a long-term agreement with Dentsu Inc. for the master consumer products licensing rights to Pui Pui Molcar, a Japanese stop-motion short anime series produced by director Tomoki Misato.

MGA will develop a robust line of Molcar toys that will launch in summer 2022 and are expected to be the next big merchandise trend for the year and beyond. The latest new Japanese IP to release this year, Molcar is a popular anime series that currently airs on YouTube, TV Tokyo and Netflix and has been viewed over 36 million times. Popular in Japan, Europe and North America, the addictive episodes detail the adventures of guinea pig characters who have been transformed into vehicles powered by human drivers and are filled with humour and emotion. Pui Pui Molcar is a global sensation already and the new line of toys will continue to captivate kids and millennial adults worldwide with fantastical elements perfect for immersive play or collecting.

Isaac Larian, CEO and Founder of MGA says: “MGA Entertainment is proud to partner with Dentsu, Inc. and bring innovation, digital dominance, world class performance, and distribution to this collaboration. Every property MGA has launched has been an uber success – and Molcar will be too.

“In addition to its core Molcar toy line, MGA will develop a robust and unique licensing programme featuring best-in-class industry leaders across home, apparel and accessories, electronics, and gaming. Both the Molcar toy and licensed products are slated to be sold at all major retailers in summer 2022.”

The MGA family includes award-winning brands such as L.O.L. Surprise!, Little Tikes, Rainbow High, Bratz, Na! Na! Na! Surprise, Baby Born Surprise and Zapf Creation. Visit www.mgae.com for more information.

WildBrain appoints JAKKS Pacific as master global toy partner for Chip & Potato

WildBrain has appointed JAKKS Pacific, the leading toy and consumer products manufacturer, as master global toy partner for its hit animated preschool brand, Chip & Potato. Additionally, Netflix has picked up Season 3 of Chip & Potato (20 x 11’) plus three seasonal specials (3 x 22’). An original series produced by WildBrain and Darrall Macqueen, Chip & Potato (S1 and S2: 20 x 22’) first launched on Netflix in 2019 and is also available on Netflix Junior’s YouTube channel.

The Master Toy partnership with JAKKS Pacific will launch the brand from the screen to the toy shelf, as JAKKS Pacific develops a range across multiple toy categories, including plush, figures, playsets, and role play for North America, the UK and Australia. Launch for the range is scheduled from autumn 2022. The deal with JAKKS Pacific was brokered by WildBrain’s consumer products licensing agency, WildBrain CPLG.

Michael Riley, Chief Brands Officer at WildBrain, said: “Chip & Potato is a terrific example of WildBrain’s brand capabilities extending from development and production, through global distribution, to consumer products licensing. Chip & Potato has captured the hearts of kids and families around the world, and it’s been a delight to work with Netflix and Darrall Macqueen to deliver this original property to a huge global audience. We look forward now to extending that enjoyment off screen for kids with new toys from JAKKS Pacific.”

Virginia Reneau, SVP of Global Licensing at JAKKS Pacific, Inc, added: “Preschool products and toys is a priority category at JAKKS and Chip & Potato is the perfect fit for our growing line. We look forward to working with WildBrain to bring Chip, Potato and the rest of their friends to the toy aisle.”

Produced at WildBrain’s Vancouver animation studio, Chip & Potato follows Chip, a five-year-old pug whose life is about to change. She’s going it alone at kindergarten, play dates and sleepovers, and facing big life challenges without grown-ups. There to help and comfort Chip whenever she needs it is her best friend Potato: a little “toy” who she snuggles in her pocket. However, Potato is actually a real, living mouse who must be kept a secret.

 

Toikido brings toys and NFTs together in world first for Reality Gaming and Herotainment’s Smighties

The toys and entertainment merchandise specialist, Toikido has secured the global rights to create high quality, officially licensed Smighties toys and merch, bundled with NFT collectables.

The new deal will bring the world of physical toys and NFTs together for the first time.

Having partnered with Reality Gaming and Herotainment, the teams behind the Smighties brand and its NFT activity, the new range will be available via Smighties-Universe.com.

The partnership represents Toikido’s entry into the exciting world of NFTs, with the Smighties toys available globally from April 2022 at major retailers.

Each Smighties toy will come bundled with a QR code directing its owner to the online portal for Smighties-Universe- a blockchain-fueled experience where fans can collect digital versions of their favourite Smighties characters. Owners of Toikido’s Smighties toys will be able to claim a free NFT based on one of the hundreds of adorable and quirky Smighties-Universe characters.

Each Smighty character in the Smighties-Universe is tokenised into a Non-Fungible Token (NFT), which means it is secured and protected on the blockchain, providing documented ownership indefinitely – Smighties are 100 per cent owned by collectors.

Moreover, Smighties-Universe digital collectibles are one-of-a-kind and cannot be copied, which makes them scarce and potentially valuable. There are over 136 unique characters to collect with different attributes, powers and strengths. Each Smighty can also be categorized by their element and by their rarity, including Epic ones. All Smighties NFTs are available to purchase now at https://smighties-universe.com.

Toikido’s initial Smighties product line-up will include, but not limited to, plush, collectables and trading cards. It will then expand into other core categories globally.

Smighties-Universe is developed and published by Reality Gaming Group in partnership with New York-based entertainment company Herotainment.

Darran Garnham, founder and CEO at Toikido, said: “The expansion of digital IP into physical products is a key focus for Toikido. Its something I have been close to throughout my career from Pokémon, Yu-Gi-Oh! through Moshi Monsters and more recently Among Us.

“We have been following the NFT space closely for some time and believe it will shape innovation in gaming, entertainment, sport, trading and collectability and more in the coming years. The teams at Herotainment and Reality Gaming Group have put together a vibrant and very collectible IP which is going to be great fun to bring to life.”

Tony Pearce, co-founder at Reality Gaming Group, added: “We’re delighted to have partnered with Toikido to bring the worlds of toys and NFTs together for the first time. Toikido has made a name for itself as a forward-thinking, innovative player in the toys space and we’re sure fans of Smighties will be excited to own both a plush version of their favourite characters and a rare Smighties Universe digital collectible NFT.”

Wade Teman, co-founder of Herotainment, said: “Smighties fans have been clamoring for toys and we are thrilled to be partnering with Toikido to bring our beloved characters to collectors around the world.

“Combining physical Smighties toys with digital NFTs is a first and unique way for collectors to have permanent ownership of their favourite Smighties.”

Hasbro partners with Rubber Road to launch merchandise range based on its hit global franchises

Hasbro has tapped the pop culture merchandise specialist, Rubber Road and its design arm, Numskull Designs, to develop, manufacture, and distribute a wide range of official merchandise based on some of the toy maker’s biggest franchises.

Rubber Road has made a name for itself as a producer of quality merchandise for movie, toy, gaming, and TV brands. Its portfolio consists of official products for fans and collectors of some of the world’s biggest names in pop culture, including Minions, Harry Potter, DC Comics, Sonic the Hedgehog and more.

In its new partnership with Hasbro, Rubber Road’s Numskull Designs team will introduce a range of products based on some of the global toy maker’s most notable global franchises, including Transformers, Power Rangers, Dungeons & Dragons, NERF, and My Little Pony.

Liam Taylor, commercial director and ‘Dungeons & Dragons fan’ at Rubber Road, said: “We are thrilled to be teaming up with Hasbro to work with some of the world’s best names in toys. With a Transformers movie coming up in 2022 and a resurgence in Dungeons & Dragons, we are excited to be producing some fantastic merchandise that will appeal to fans old and new, big kids and little kids.”

According to a press release issued by the team, ‘fans are going to love celebrating their favourite toys with this eclectic range that is super cool, fun, useful and collectible spanning many of Rubber Road’s categories: *TUBBZ Cosplaying Collectible Figures, wireless charging mats, Nintendo Switch cases, lamps, statues, pin badges, sunglasses and sweaters.’

Rubber Road already works with leading global brands in entertainment including Universal, Warner Bros, Netflix, Xbox, Sony Playstation, SEGA, so Hasbro is in outstanding company and a most welcome addition to this impressive portfolio of partners.

Rocket Licensing welcomes brace of new UK licensees for The Very Hungry Caterpillar

The popular preschool property, The Very Hungry Caterpillar is expanding its presence in the toys, role-play, and party space this year thanks to renewed and extended ranges from its master toy partner, Rainbow Designs, as well as product launches from Smiffys, and the Great British Teepee Company.

Play teepees, mats, and cushions all based on Eric Carle’s iconic The Very Hungry Caterpillar are among just some of the newest licensed products to making their way to the UK’s retail space this year, as Rocket Licensing continues to extend the consumer product reach for the hit preschool IP.

The Great British Teepee Company joins a list of new partners, including Findel Education, DNC and Gullivers Theme Park Resorts to embark on new and expansive ventures with the Eric Carle property through partnerships secured by Rocket Licensing, the UK licensing agency.

A range of play teepees, mats, and cushions will launch via the Great British Teepee Company’s eCommerce site and its flagship store this autumn, while Findel Education will introduce a range of educational resources for nurseries and early Childhood centres.

Products featuring the wiggly character are set to include story stones, a storytelling scene and an outdoor board in an international deal covering the UK, Europe, Africa and Asia.

DNC UK Ltd are newly signed for a broad range of homeware items including lunch bags and containers, tableware, hydration and drinkware, cutlery and baby food coolers. With broad distribution across grocery, independent specialist stores, online and mass market, an initial product range is in development to launch in Q1 2022.

Finally, the new experiential partner Gullivers Theme Parks has recently launched its theme park branded activities including character costume appearances and even The Very Hungry Caterpillar accommodation for families to stay overnight in their very own cocoons. The attractions will feature at two of the theme parks’ sites – Gulliver’s Land (Dinosaur and Farm Park) in Milton Keynes, and Gulliver’s Valley South Yorkshire – and there are plans to further develop these activities for next year.

Louisa Skevington, licensing executive, Rocket Licensing, said: “It’s an honour to have these four new partners on board for The Very Hungry Caterpillar. Each a best in class player in their own industry, the new deals take the property into new areas, offering exciting new products and experiences for fans in the UK and beyond.

“The Very Hungry Caterpillar has enjoyed great success with experiential campaigns over recent years, including our award-winning partnership with the Royal Horticultural Society in 2019 and successful partnership with ZSL London Zoo earlier this summer, so we’re excited to extend that into the theme park arena too. Meanwhile the range from Findel will satisfy a growing demand among Early Years settings for The Very Hungry Caterpillar related learning and play activities.”

As well as the new partnerships, Rocket Licensing’s existing portfolio of licensees for The Very Hungry Caterpillar have been busy creating fresh products.

Master Toy partner, Rainbow Designs, is launching a refresh of its wooden toy collection this autumn, while Dennicci offered its biggest ever babywear range for spring/summer this year, with up to 20 SKUs launching across grocery retail. Further extensive babywear ranges are now planned for autumn/winter 2021 and spring/summer 2022.

In addition to this, MORI, which launched its inaugural eight-piece The Very Hungry Caterpillar babywear range in February this year – will be building upon the collection’s success with a relaunch of three of bestsellers: the Zip-Up Sleepsuit, Long Sleeve T-Shirt and Printed Pyjamas, as well as the launch of two new sweatshirts this autumn.

Smiffy’s is working on a new The Very Hungry Caterpillar range of paper partyware using the brand’s new Love Your Planet style guide. Meanwhile Robert Frederick launched its new Little Gardener’s Range in May, including Paint Your Own Pots, Paint Your Own Butterfly House, and Garden Tool Set.

Louisa added: “It’s incredible to see so many new lines launching from our brilliant partners. Consumers have been turning to heritage and nostalgic brands during these uncertain times, and The Very Hungry Caterpillar is a firm favourite across generations over 50 years since it was first published.

“All of our partners create on-brand, bespoke, beautiful products which appeal to a range of ages and these new lines are no exception.”