FOR TOYMAKERS, THE FUTURE IS NOW
By Cliff Annicelli
Like swallows to San Juan Capistrano, toy manufacturers returned to the annual Licensing Show in force this week, all in search of the latest must-have children's properties.
Most visible of the bunch was Hasbro, which seemed intent on signing master toy agreements for just about everything not nailed to the floor. But there were deals being made by other toymakers, too. Here are some of the highlights:
Bandai America was awarded master toy rights in the U.S. and Canada for DIC Entertainment's Japanese-import series "Knights of the Zodiac." Bandai's line will include 5-inch and 8-inch action figures, collectible game cards, role-play items and other to-be-announced toys. The line will be released in January 2004.
Big Tent Entertainment signed new deals for "Miffy and Friends" products, most notably for several types of puzzles and Miffy-branded children's games from Ravensburger FX Schmid USA. Big Tent also announced Miffy's appointment as New York City's Family Tourism Ambassador, a position that will see Dick Bruna's children's book character promote NYC as a family vacation destination.
DreamWorks began soliciting potential licensees for five new animated children's movies slated for release in 2004 and 2005: "Shrek 2," "Sharkslayer," "Madagascar," "Wallace & Gromit" and "Over the Hedge." Hasbro has already captured master toy rights for "Shrek 2" and "Sharkslayer."
Separately, Hasbro said it signed on to produce an electronic board game version of Whac-A-Mole, the mole-and-mallet amusement park game owned by Bob's Space Racers Inc. and licensed by The Dimensional Branding Group.
Meanwhile, the road goes both ways when you're America's second largest toy maker. Hasbro's Properties Group announced plans to expand the company's brands through home videos/DVD's packaged with its G.I. Joe, My Little Pony and Tonka toys. Wizards of the Coast's Magic: The Gathering will be featured on high-end sporting goods, among other lifestyle products. In biggest news of all, Hasbro said its resurgent Transformers characters will soon star in a feature film.
HIT Entertainment trumpeted the pending debut of licensed products featuring preschooler-friendly pop group The Wiggles. Toys, games and puzzles from Spin Master, Colorforms and Imagination Entertainment, plus Halloween merchandise from Disguise, will arrive at retail this fall.
Jakks Pacific was named master toy licensee for Alliance Atlantic's new animated children's television series "Dragon Booster." Jakks will offer action figures, accessories and playsets, craft and activity toys, vehicles, Tongue Tape candy and other as-of-now unspecified products based on the property starting in fall 2004.
Jim Henson's Muppets will be featured on new products targeted to a slightly older audience: teens, young adults and thirty-something parents. Toys and games will be offered by Sababa, Palisades, USAopoly and Sideshow. Barnes & Noble will spotlight Sababa and USAopoly's products in a Muppets-themed end cap during the holiday season.
KB Toys inked a deal to produce and sell an exclusive line based on Zodiac Girlz, a new tween concept from 3 Muses. KB's line will include dolls, doll fashions, accessories, activity toys and electronic toys, all merchandised in a dedicated feature shop in its stores and online.
Mattel is joining forces with retailer Limited Too for an exclusive apparel line based on the toymaker's My Scene tween lifestyle brand. Products from the partnership will appear in all Limited Too stores starting in July.
Nelvana unveiled plans to reintroduce Babar, Jean de Brunhoff's children's book elephant, with merchandise debuting in the infant products aisle. Children's Apparel Network kick off the property's return in fall 2004 with an infant layette program. Other Babar licensees include Mattel (school bags), Crocodile Creek (plush) and Alliance Atlantic (home video/DVD).
Playmates Toys will drive a line of action figures into retail during fall 2004 based on Autocannon's "MaxBoost!," a comic strip that appears regularly in custom car/street racing bible, Import Tuner Magazine. An animated TV series based on the property is in the works, according to licensor J.A. Roth and Associates.
Wal-Mart was granted exclusive launch rights for merchandise from Disney's "Kim Possible" animated television series. Staring in time for back-to-school and running through Holiday 2003, Disney-produced "Kim Possible" merchandise will be exclusive to Wal-Mart stores in North America in categories such as toys, stationery, room dicor and apparel.