Hasbro and Universal launch Transformers x Jurassic Park mash-up… proving that life does find a way

Even if you could never have imagined it, life… (you’ve guessed it), finds a way. Hasbro has finally partnered up with Universal Brand Development and Amblin Entertainment to create the DNA mash-up we’ve all been waiting for; bringing Jurassic Park and the Transformers franchise together for the first time.

Under the new partnership, the iconic T.Rex and Ford Explorer from the blockbuster 1993 Jurassic Park have been transformed into… well, Transformers. And the names of these beautiful creations? Tyrannocon Rex and Autobot JP93, of course.

The new Transformers x Jurassic Park figure and vehicle pack celebrates the 1993 movie that set the course for Universal’s Jurassic franchise almost 30 years ago. Both the Tyrannocon Rex and the Autobot JP93 feature a combined 260 unique details inspired by moments from the Jurassic Park film.

The Tyrannocon Rex figure converts into T.Rex mode in 27 steps and features detailed molded dinosaur texture. The figure features a new head mold and stands at seven inches.

Meanwhile, fans can enjoy a heavy dose of nostalgia through one of the film’s iconic vehicles, as the Autobot JP93 converts into the licensed Ford Explorer mode in 18 steps. The figure stands at 5.5 inches and comes with a blaster accessory that can attach to the figure in both modes.

Dr. Alan Grant and the Game Warden inspired both the JP93 hat in bot mode and the JP93 blaster accessory.

Both figures are contained within packaging inspired by the unforgettable moment in the original film in whihc the T.Rex escapes her enclosure and crushes the Ford Explorer. The packaging also includes a cardboard backdrop illustration of the T. Rex’s cage, allowing fans to recreate the scene.

A press release from Hasbro read: “Transformers robots have always been… More than Meets the Eye, but now, through the Transformers Collaborative, fans can experience these larger-than-life characters as they team up, mash up, and meet up with other characters, teams and people who share this same special quality. It is a world of constant change where things are not what they seem.”

The Tyrannocaon Rex figure and Autobot JP93 vehicle pack are available to pre-order for $104.99 (around £75) on Amazon.

A second release of the figure and vehicle pack will be available starting December 1 this year via Hasbro’s fan-facing platform, Hasbro Pulse as well as select retailers worldwide.

Gaming phenomenon Exploding Kittens makes licensing move with Universal and Illumination’s Minions

The analogue games manufacturer, Exploding Kittens – recognised for setting the record with the most backed game on Kickstarter to date – is eyeing a new move into licensing with the launch its Exploding Minions game next month.

Developed in partnership with Universal Brand Development and Illumination, the new titles puts a Minions spin on the globally popular card game, bringing in elements from the hit franchise to the tabletop gaming phenomenon.

In an interview with ToyNews, Exploding Kittens international director of sales has hinted that this could be just the start of a new licensing endeavour from Exploding Kittens, who will be measuring the success of the licensed game as a marker for its future pursuits in the licensing space.

“We are trying a few new things as we focus on the UK market this year,” said Hoste. “One of them is that this year, for the first time, we are supplying an entertainment license to the Exploding Kittens franchise. We will have an Exploding Minions game launching this year, in June, as a fun way to reposition the game with a broader appeal.

“It will be exciting to see what that does, and if it is successful we will continue to pursue those kinds of changes within our portfolio.”

Exploding Kittens burst onto the scene in 2015 when it set records as the most backed game on the crowdfunding platform, Kickstarter to date. Six years later, the kittens’ explosion is still expanding with ten games to the company’s portfolio, 45 countries on the roster, and new headway being made in the licensing space, both inbound and out.

The outward licensing and franchise building around Exploding Kittens’ game portfolio continues to gain traction. Further products are currently in development across both the Exploding Kittens and the Throw Throw Burrito (a card game meets dodgeball) for later this year, while the company recently made the move to digital gaming.

Exploding Kittens has become one of the latest tabletop games to make the leap to the Nintendo Switch with a digital version of the game in a move that “has the potential to grow the audience size for Exploding Kittens exponentially.”

Plans are now already in place to bring more of the company’s titles to the gaming platform in the coming months and years, tapping into a strong trend to translating popular physical game titles to the digital space.

Read the full interview with Exploding Kittens’ Joeri Hoste here or in the Spring/Summer issue of ToyNews.

The Who becomes latest rockers to join The Royal Mint’s Music Legends series of commemorative coins

The iconic British band, The Who has become the latest to join The Royal Mint’s ‘Music Legends’ series with the launch of a new range of collectable coins, joining an esteemed list that features Queen, Elton John, and David Bowie.

The mark the launch, co-founding member and lead singer of The Who, Roger Daltrey visited The Royal Mint to strike on of the very first coins, giving the band’s seal of approval on the new coin and its design.

The coin’s dynamic design includes some of the most iconic symbols from the band’s live and loud performances, including a union flag, Mod logo and speaker-smashing Rickenbacker guitar. Together, the symbols on the coin form a pinball table, a nod to the single Pinball Wizard and album Tommy, one of the band’s most famous creations.

With the latest colour printing technology, elements of the coin have been digitally printed to showcase the vibrant red, white and blue of the band’s emblem. Meanwhile, using the latest innovative technology and manufacturing techniques, a number of coins will feature a special ‘shockwave’ effect, radiating from the speaker – elevating the detail of the coin.

Designers and craftspeople at the Mint have developed this effect in honour of The Who’s record-breaking loud concert – a record that was held for a decade.

Clare Maclennan, divisional director of Commemorative Coin at The Royal Mint, said: “The Who are an iconic British band with an incredible musical legacy, so it felt right to honour them with an official UK coin. The Who coin is the latest in our show stopping Music Legends series, which celebrates legendary British artists through original new designs.

“It was a privilege to have Roger Daltrey visit the Mint to strike one of the first coins and meet the team of makers that have created this wonderful design. Our Music Legends series is engaging new generations of coin collectors, and we hope this design will become a cherished part of fan’s memorabilia.”

Daltrey said: “It’s an honour to have a coin produced to celebrate The Who’s musical legacy. The coin’s design captures the true essence of the band and what we represent. It was a fantastic moment being able to strike one of the very first pieces in the collection and see the range of technologies and processes involved in the making of the coin.”

Pete Townshend, lead guitarist of The Who, added: “I am delighted that the band’s work is being recognised by this fantastic range of coins from The Royal Mint.”

The Who began with three schoolboys who all shared a love of music, from jazz and skiffle, to rock and rhythm & blues. The band was initially made up of John Entwistle, Pete Townshend, Roger Daltrey and later joined by Keith Moon. With a musical legacy spanning more than 50 years, the band boasts an impressive record of a 100 million albums sold worldwide, and over a billion global streams, while it’s also a member of the Rock & Roll Hall of Fame and the UK Music Hall of Fame.

Brought together by The Royal Mint and Bravado, Universal Music Group’s leading merchandise and brand management company, The Who coin is available as limited-edition precious metal proof editions as well as a Brilliant Uncirculated edition.

Icefresh Foods launches Minions Ice Creams exclusively with Aldi stores across the UK

Icefresh Foods has embarked on a new partnership with Universal Brand Development to launch a line of Minions Ice Creams, a range taking inspiration from the hit kids’ franchise and launched exclusively with Aldi stores across the UK.

The range – marking Aldi’s first – has hit stores from today (Monday, May 17th), offering a vanilla and blue raspberry ice cream inspired by the popular Minions characters. The lollies feature distinctive yellow bodies, blue overalls, and a signature Minions eye. A box of six retails at £1.49.

Icefresh brand manager, Lucy Wright, said: “We’re so excited to be launching yummy Minions Ice Creams this summer. It’s been really important to us to be able to bring the UK some much-needed fun and we cannot wait to see the response.”

Established in 1983 Icefresh Foods works in collaborative partnership with manufacturers and brands to supply quality, award-winning ice cream and desserts to the UK retail and foodservice markets.  

Papa’s got a brand new bag | How Rocksax is having fun and finding growth in the digital age of music

The music merchandise specialist, Rocksax, has undergone somewhat of a transformation over the course of the pandemic. Nothing quite as drastic as a full-blown Jefferson Airplane to Starship transition, but noteworthy all the same.

Click through to the Rocksax online platform and you’ll be met with an engaging product showcase that spans its collection of music artist and band-branded bags, accessories, and bar stools. It’s been the company’s lockdown mission to build its digital presence, and it’s an effort that has paid off.

This time last year, outside of its retail and distribution business – the primary source of business for Rocksax still to this day – this was an outfit that was bringing in around £1 a day via its consumer-facing online operation. Today, Rocksax is doing between £1 and £2 a minute on the platform, selling luggage, backpacks, and vinyl carriers featuring artists and band artwork that spans the genres.

Within the Rocksax portfolio sits every artist to have made a mark on the music merchandise space, from legacy acts such as Black Sabbath and Pink Floyd, to contemporary artists like Billie Eilish. Then there’s the wealth of talent that sits in between; whether you’re into your Madchester sounds of Oasis or your Bowie image, or perhaps, even, the artwork of legacy record labels, like Blue Note or Motown.

Surprisingly, despite the gig and touring industry being ‘decimated’ by the pandemic, the music merchandise sector is going steady. Whether it’s music fans choosing to place their support of musicians elsewhere this past year, or simply that consumers have had time to re-engage with their music collections, and therefore their fandom, it’s for the likes of Rocksax, that business has actually grown.

But then again, music consumption hasn’t abated, but steamed ahead, and today, Rocksax’s license line-up is as varied as the modern day music lover’s Spotify playlist. If eclecticism defines today’s consumer – whether they are pop culture fans, gamers, or music-lovers –  and fuels today’s streaming culture, then Rocksax is having fun tapping into the opportunities that come along with that.  

What you won’t find among the company’s long list of licences, mind you, is Ed Sheeran. No matter how many Glastonburys he does.

“He just doesn’t resonate with consumers in terms of merch,” laughs Ian Hopkins, investor and business development manager at Rocksax. “Likewise, not many people walk around with an Adele t-shirt. Not every artist appeals to merch, there has to be a certain style, and a catalogue of artwork.”

With a more than 20 year career spent enveloped in the music merch scene, whether heading up new business at Virgin or in his role as the founding director of Pulp, it’s fair to say that Hopkins has an eye – and an ear – for what works. Currently, what’s working for Rocksax is its portfolio of bags, and with Hopkins and his business partner now in control of the young start-up, it’s where the focus will remain for the company.

“What’s exciting and what we are having fun with is tapping into how eclectic consumers’ music tastes are these days,” Hopkins tells Licensing.biz. “The digitisation of music is a lot of things, but it has definitely given music fans a bigger field. 

 “When I was growing up, you didn’t buy vinyl or products from anything other than the genre you were into. If you were a mod or a rocker, you were stuck in one genre because you could only buy one single or one album a month, because of the money,” Ian Hopkins,  investor and business development management at Rocksax, tells Licensing.biz.

“But now, because of Spotify, people are multi-genre, and when you look at their phones they have Metallica, Take That, Katy Perry… they listen to it all. And that’s brilliant, because it allows us so much to play with.”

As well, of course, music merchandising has become a new way for music fans to reconnect with their favourite artists. CDs are no longer the go-to purchase for engaging with music, therefore tactility with music is being sought through other means.

It’s certainly why the music licensing space has exploded over the last few years, with the likes of Bravado – Universal Music group’s own licensing division – spearheading innovative leaps forward in the business of licensing bands and artists. 

Likewise, artists have begun creating their own brands, too. Hopkins gives the example of Kanye and his Pablo and Yeezy brands, but plenty others are in on the act, too. The physicality of music is being redefined in branding, and whether its a Motorhead cycling jersey from Milltag, or a Blink 182 backpack from Rocksax, it’s a vibrantly exciting space.

“The music merch business has moved around a bit since I have been involved in it about 20 years now,” says Hopkins. “Where it was traditionally touring merch and what was stocked in HMV or Vertical Tower, it’s moved into fast fashion in Primark, and beyond that with capsule collections going into Selfridges.

“You hear of hip hop artists opening pop-up stores now, and the numbers they are doing through them is phenomenal.”

Like any industry, the music merch space is about finding a point of difference. With Rocksax, that takes the form of its line-up of bags; a range that itself has undergone development and re-development at the hands of Hopkins’ investment that has elevated its quality and design as the firm looks to extend its retail distribution network beyond the HMVs and international outlets it currently works with.

“We want to get these to the likes of Urban Outfitters, and those other Gen Z retailers,” says Hopkins. “It’s why we’ve made a lot developments over this pandemic, revisited the design, moved factories, just elevated the business in general.

“We have opened up our own subsidiary in the US and we have set up two distributors in the US and one in Canada, it’s all been about spotting the opportunities in different markets as they arise.”

One such opportunity spotted was in the resurgence of the vinyl, a movement that breathed life into Rocksax’s own collection of vinyl carry bags – each of them making use of the artwork not of artists but of record labels themselves, tapping – suggests Hopkins – into the more musically educated market of the record collector.

“We looked at the music market and no one was doing much with the old record label artwork, so we thought that, for the slightly more musically educated fan, maybe slightly older, we would develop this range of record label vinyl carriers that you can take your records around to your mates in,” he says.

“For us, it’s about discovering the trends within our primary focus. We could easily get distracted by other things – like gaming, for instance – but we don’t want that. For us, it is about bringing in genres into the bag business.”

Hip hop is a major focus for the team right now. It’s a tough pill to swallow, but the truth is, many of the genre-defining hip hop artists themselves are becoming legacy acts as the 30 year lag starts to come around again.

“It makes me feel ancient,” confesses Hopkins, “that this generation is now finding out about these artists and buying their merch. Dr Dre, Death Row Records, all of that stuff. What will come next – along with hip hop – will be grunge and the ‘80s/’90s grunge, Nirvana and the beginning of Foo Fighters, which will all start feeding in over the next few years.”

One to keep his ear close to his own Spotify in order to tap into the music trends, Hopkins is aware of the need to remain current. The youth of the Rocksax team helps keep the firm on trend, while the closeness with which Hopkings works with licensors goes the distance to help the business stay tuned in.

And the modern scene isn’t all about the music that consumers are engaging with, but the means through which they get their merchandise, too. It’s why the print on demand sector has become one of particular interest to Hopkins over recent months, so much so, that Rocksax is in the early stage talks with print on demand services to bolt onto its own platform.

“We are working with one of the big printers to create a bag that you can out into a printer and it will print out in two or three minutes,” he says. “That’s something we can then create – a load of bags, bring it over from China, and have them here as blanks for people to print what they want, when they want.

“The potential for print on demand in the music merch business, as well as wider licensing, is huge. It’s quite interesting in music merch because you always see the same three designs for a band, who may actually have a library of art work from their albums etc. There’s a long tail which is never seen.

“Put that in front of the consumer, let them choose, and you’ll find some odd winners that a buyer wouldn’t have thought of. Print on demand is putting the power back in the hands of the consumer, and I think that’s a great thing, because the buyer doesn’t always make the right choices.”

Plush toy specialist Posh Paws readies for “biggest year yet” thanks to heavyweight licensing portfolio

The plush toy specialist, Posh Paws International, is preparing for what looks to be its ‘biggest year yet,’ as it readies for 2021 with a raft of new releases and licensed launches based on some of the biggest children’s entertainment franchises of the past decade.

With a portfolio brimming with blockbuster movie licenses, including Minions 2: Rise of Gru and Jurassic World, as well as the perennial evergreen, Sesame Street, and the fan-favourite Swizzels confectionery branded range, the Essex-based pre-school and soft toy expert states that it’s ‘in a great position going into the New Year.’

While you could be forgiven for thinking that – with 2020 a year of dampened box office sales, widespread cinema closures, and a roster of delayed major film releases – the licensed gift market would be feeling rather sheepish over the prospects of an entertainment industry emerging from the mire of the coronavirus pandemic, it’s with a diverse portfolio of some of the most in-demand licenses of the moment that Posh Paws maintains an unerring confidence.

Licensing.biz catches up with Lauren Shipman, group brand and marketing director at Posh Paws International to talk about navigating the pandemic, the current strength in the gifting and ‘self-care’ markets, and what will be driving the firm to further success over the coming year.

 Hello Lauren, it’s been too long since we last caught up! I hope everyone there has their sanity intact. How has business been for you guys, and how has Posh Paws navigated the events of 2020?

It’s been a challenging year, I think we can all relate to that, but we’ve been able to remain positive and focus on what we do best, which is bring the highest quality products to market and support both retail partners and licensors during a time when it’s been crucial for us all to come together and stay strong.

We’re well overdue a run through of the brands you guys are working with today. Can you talk us through the strength of the portfolio, and how it has positioned the business for a strong Q4 and 2021?

Our portfolio for next year is incredibly strong and we’re delighted to be working with some of the biggest global brands and franchises across our pre-school toys ranges and our plush gifting catalogue.

We’re in a great position going into the new year with some blockbuster movie licenses like Minions 2: Rise of Gru and Jurassic World soft toys, as well as ever-green TV show Sesame Street, to confectionary favourites with our scented and very squidgy Rainbow Drops by Swizzels soft toys.

2021 is lining up to be one of our biggest yet for new releases and we’re fully committed to making sure it’s a big year for our customers too.

We’re in a strong position to finish such a difficult year for us all, and we’re doing all we can to work closely with our customers to ensure we can help them as much as we can. We are constantly encouraging our customers to reach out to us, as we can support them with a variety of marketing initiatives to increase awareness of our products in their stores and to drive sales, so we can enter 2021 in a good place.

We’ve launched some fantastic new products this year that appeal to a wide audience, from our new Sunny Bunnies soft toys with special voice and movements features, new BBC baby animals soft toys made with stuffing from 100 per cent recycled plastic, our adorable feel-good Love Hearts Foodie Friends characters and our beautiful British designed range of Ragtales toys that make for perfect Christmas gifts for babies and pre-schoolers.

With Minions 2, Jurassic World, and Sesame Street you guys seem to be covering all bases across pre-school, film, TV (on demand) etc. What has reception been like to the range so far? 

The reaction and support from retail for our 2021 ranges has been incredible and we’re busy finalising how we can maximise their support so that our launch activities are aligned to build awareness and drive growth.

With Minions: The Rise of Gru being postponed to 2021, we’ve been able to look at how we can make it bigger and better from marketing and product development, working closely with customers who have orders in already. We have some fantastic exclusive products ready to hit the shelves and working with one of the best-in-class licensors, Universal, 2021 will be the year of the Minions with Posh Paws.

Despite Jurassic World III being moved back to 2022, we’re roaring into the new year with a range of soft toys with everyone’s ‘favourite’ T-Rex, Blue the velociraptor and more. With the success of Netflix’s Jurassic World Camp Cretaceous, and brand new content scheduled for release next year, we’ve developed a range of toys to meet the demand by fans for Jurassic World product, while we wait for the next movie.

And of course, who doesn’t know and love Sesame Street? The brand and its values are very closely aligned with ours at Posh Paws, so it was the perfect partnership and we’re delighted to be joining such a globally heart-warming brand to bring some incredible toys to market next year. As well as standard soft toys, we’ll be launching an educational development range of characters that allow children to interact with Elmo and Cookie Monster, incorporating fun and learning in our soft feature toys.

It’s not just about licensed product with us and we have been working tirelessly on developing new own-brand ranges for pre-schoolers that incorporate educational play patterns and the comfort that soft toys bring little ones. So, if you’re looking for non-licensed toys and gifts, we’ll be happy to show you what we have planned and how we can work together.

How have the events of 2020 shaped or evolved the Posh Paws perspective? Has it impacted on the kind of brands that consumers are turning to? Looking at something like the BBC Earth partnership, have brand values come to play more of a role in consumer’s shopping habits?

We have seen an increase in shoppers buying more gifts for others within toys and games this year and this has been evident with our Swizzels Love Hearts plush toys. It’s been a year when people need to treat others and are buying products that can give a ‘feel good’ factor and put a smile on their face, which is exactly what our Love Hearts toys do, with fan-favourites like Alan the Avocado and his ‘Let’s Avo Cuddle’ message and our new Patrick the Pizza with his ‘Have a slice day’ giving positivity and personal messages during a socially-distanced year.

Seeing the growth in popularity for ‘gifts for me’, we’re expanding the range for next year with more positive messages and fun characters that will continue putting smiles on faces and contactless cuddles.

Sustainable products continue to be a huge talking point and driving the industry forward with new developments, which is why our BBC Earth collections of Planet Earth II, Blue Planet II and our new Baby Animals, with their stuffing made from 100 per cent recycled plastic bottles, have seen a big increase this year and appeal to both kids and adults.

Our long-standing partnership with the BBC has gone from strength-to-strength and their core brand values are reflected across all our animal toys and consumers see this and want to buy the highest quality products from brands that they trust.

Looking ahead to next year and our BBC range, we’ve got some fantastic new animal soft toys joining our existing eco-friendly portfolio, that are focussed on our much-loved British wildlife.

How have you guys reacted to or adapted the changes we’ve seen throughout the year, at a retail or consumer level, or a day to day business level?

We invested in increasing awareness of our products, and where they are available, across digital platforms and focussing on Social Media marketing campaigns to be where consumers are spending more time.

With soft toys specifically, consumers want to pick-up and feel the product, but with that being difficult this year, we’ve focussed on creating eye-catching and engaging digital content to bring our products to life for viewers, so they can almost touch them and get a feel for the quality and how great they are.

Working with retailers, we’re always looking at how we can best support them in-store and especially digitally, to build awareness and increase visibility through stand-out displays and content that captures consumers attentions.

How confident are you guys as we plough into Christmas? 

We’re confident that soft toys and gifts will remain a favourite for consumers this Christmas, with fun and quirky adult gifting seeing an increase during a time where being able to spend time together will be challenged. Soft toys for adult gifting are a great way of showing someone you care and have sentimental value, while also being a gift that keep close to them throughout the year ahead.

Children’s soft toys will always be perfect for Christmas ideas and if they do have added play patterns to them, like our Sunny Bunnies with sound and movement features, then it offers more value for money and something children can interact with on a more stimulating level – something we’ll all need this Christmas.

What’s the next big step for you guys?

It’s now all about how we can make sure 2021 is a great year for our customers and delivering high quality products that can joy and create unforgettable memories in the year ahead.

While we have a lot of great products planned for 2021, we’re constantly working on and looking for new inspirations to develop the best ranges.

Waxwork Records lifts lid on Universal’s 1932 classic horror The Mummy Spinature

Waxwork Records, the cult and pop culture record label and specialist in the collectables space, has lifted the lid on its latest Spinature collectable figure: The Mummy, as played by British actor William Henry Platt (stage name of Boris Karloff) who played the infamous monster in Universal’s 1932 classic fantasy horror film.

The new Spinature features a detailed sculpt of Karloff in his iconic mummy look and stands at around four inches tall. The new release features detailed likeness, bandages, ring, and The Mummy’s classic pose.

This is the latest launch from Waxwork Records who partnered with Universal to release a series of collectable Spinatures figures from across its vault of Monster movies. Earlier this year, the firm launched its Frankenstein and Bride of Frankenstein figures, while – hitting the Halloween market – it detailed its Halloween II and Halloween III collection on October 30th.

Many more Spinatures are to come this autumn/winter, including Dracula, The Phantom of the Opera, The Creature From The Black Lagoon, The Wolfman, and The Invisible Man. 

Waxwork Records brings Universal Monsters portfolio to the toys and collectables market

The US underground and pop culture company Waxwork Records has made its first foray into the toys and collectables market with the launch of Spinatures that kicks off with a partnership with Universal and the studio’s classic horror portfolio.

Aimed at the adult collector market, the new Spinatures launch is a collection of highly detailed turntable-spinner mini busts featuring iconic characters from pop culture, horror movies, and more. Each Spinature is fitted with a hole in their base to easily attach to the spindle of a turntable. They will then spin along with their collector’s favourite vinyl records.

Waxwork Records has grown a cult following of fans from its base on New Orleans, where the record label has made a name for itself specialising in the release of classic cinema, horror, cult, and sci-fi film scores in high quality LP packages. Waxwork revisits the original source master tapes for each release, often times original masters that were thought to have been lost or destroyed for decades.

As such, the firm is a specialist in the cult and underground collectors’ scene, one that it is now tapping into further with the launch of Spinature. The toy and collectables venture will work closely with various studios, rights holders, and family estates to bring officially approved new releases to the line-up.

Spinature is kicking off its venture with its Universal Horror Line developed in partnership with Universal Studios and its Universal Monster portfolio. The first in the line is Frankenstein, designed and produced by Waxwork and featuring the iconic monster from the landmark 1931 horror film. The partnership brings the likeness of actor Boris Karloff to the collectables scene.

More official Universal Monster Spinatures are scheduled to launch this autumn and throughout the Christmas season, including The Bride of Frankenstein, Dracula, The Mummy, The Phantom of the Opera, The Creature from the Black Lagoon, The Wolfman, and The Invisible Man.

Check out the trailer video below:

AR Discs is bringing Universal DreamWorks characters into the collectable augmented reality market

Augmented Reality has found its way into the hobbies and collectables market, thanks to an innovative new partnership between Universal DreamWorks and the tech toy developer, AR Discs.

Characters from the hit film franchises such as Shrek, Trolls, How to Train Your Dragon, Kung Fu Panda, and more are among the first to make the leap into the tech-collectable field thanks to a global licensing partnership with NBC that sees AR Discs launch into the market with clout.

A series of collectable discs, AR Discs make use of augmented reality via the free corresponding app to spring to life. Users simply hover a smart device over each disc to see its character come to life in high definition content. The range has been launched to bridge the gap between virtual and physical play.

Not only can AR Discs be collected in an album and traded with friends, but the interlocking discs can also be used to create 3D models and displays.

The new range now marks its entry to the market armed with a global licensing partnership with NBC Universal, celebrating 25 years of DreamWorks Animation, the studio behind some of the world’s biggest animated feature films, including Shrek, Trolls, How To Train Your Dragon, Kung Fu Panda, Boss Baby, Madagascar, Home, The Croods, and Abominable.

Each AR Disc is emblazoned with an image of a DreamWorks character and features embedded augmented reality content which comes to life through the free app.

William Byron, director at AR Discs Ltd, said: “We are very excited to launch AR Discs and be part of the new generation of toys that bridge the gap between virtual and physical play.

“Kids are seeking more of an experience from their collectibles today. By creating engaging content that users can experience through the app, we’re breaking the mould whilst respecting and encouraging traditional hands-on-play.”

There are 80 DreamWorks AR Discs to collect, including two gold limited editions. AR Discs are sold in a Starter Pack containing a colourful Collector Folder and two Discs (RRP £8.99) and Single Packs (RRP £1.99), are suitable for ages six and upwards.

Launching with the DreamWorks license this November, AR Discs Ltd will be following up with more licensed products in 2021 with partnerships with the Royal Air Force and Nickelodeon already in place.

H&M launches its Minions Kids Collection globally

Universal has launched its global partnership with the fashion retailer H&M to bring Minions back to the high street (and online) with a new apparel and accessories collection.

The Minions x H&M Kids Collection has launched to the global stage, with a range that includes ‘mischievous and sweet graphic tees’, to modern and relevant accessories.

Ranging in price from £5 to £20, the first of its kind product collection includes graphic and applique t-shirts, trainers, hats and socks, water bottles and backpacks, as well as a football kit and ball, plus more.

The Minions x H&M collection for kids is now available at HM.com and in H&M stores.