June 2011

Global Toy Sales Increased In 2010, Reports NPD

Based on its “Global Toy Market Estimates: 2011 Edition,” The NPD Group reported that 2010 global toy sales were $83.3 billion, up nearly 5 percent from 2009. This increase was largely due to the market in Asia, which nearly doubled the world growth rate at a 9.2 percent increase in sales. However, the U.S. continued to top sales in the toy market, at approximately $22 billion. American sales combined with Japan, China, UK, and France sales added up to just over 50 percent of global sales.

Europe suffered a 4 percent drop in sales from 2007 to 2010, partially due to fluctuating exchange rates. The emerging BRIC toy markets (Brazil, Russia, India, and China) reported a growth of 13 percent. The NPD Group expects a continuing positive trend this year, although not as dramatic as previous years. NPD also predicts a rebound in European sales.

Liv Dolls Featured in Happy Meals

Following last month’s successful Zoobles Happy Meal Campaign, Spin Master, Ltd. has once again teamed up with McDonald’s to present the Liv Happy Meal Campaign, running now through July 7.

Miniature Liv characters Daniela, Sophie, Katie, Alexis, and Hayden, plus three styling heads, are available now at participating McDonald’s across North America. Both the Liv and Zoobles Happy Meal Campaigns are scheduled to hit international markets later this year and in 2012.

New Product: Team Umizoomi Preschool Math Kits

Team Umizoomi, the educational preschool show airing on Nickelodeon, is launching its first consumer product line, Team Umizoomi Preschool Math Kits. These new products help promote social and cognitive development in young children before they reach kindergarten.

The Math Kits will address the nine essential areas of math that preschoolers need to know: numbers, counting, patterns, shapes, measuring, positioning, sorting, classification, and reasoning. Each kit is based on one of three popular Team Umizoomi episodes and is equipped with a workbook, a storybook, an activity book, Math Mission Cards, and a Team Umizoomi episode on DVD.

The Team Umizoomi Preschool Math Kits will be available exclusively at Toys “R” Us stores beginning July 1st. The kits can also be purchased online from Nickelodeon starting in mid-July.

CTA Reports Increase in Toy Sales, Brand Awareness

China Toy Association (CTA) has released its “2010-2011 China Toy Consumption Report/ 10-2011 China Department Stores’ Toy Sales Report.” The survey included responses from more than 5,000 consumers and 700 department stores about infant, educational, plush, electronic games, plastic electronic, dolls, models, cartoon-licensed, and ride-on toy brands.

The report revealed that toys priced at $15-$30 (USD) have become more popular, with sales increasing 4 percent last year compared to 2009.

In terms of retail destinations, last year more consumers (3 percent increase) purchased toys at chain stores, online stores, or other channels compared to 2009. Additionally, 80 percent of department store sales grew in 2010, and the average sales per square meter totaled $2,200.

Brand awareness also increased. More than 80 percent of consumers could remember the brand names of the toys they purchased, an increase of more than 4 percent compared to 2009.

Bright Starts Announces New Products, Honors Mom at NYC Event

Bright Starts, an infant brand under the Kids II family, revealed its newest products and also honored its 2011 Pink Power Mom in a special celebration at The New Museum in New York City last week.

Included in the new products were three additions to the InGenuity line: the washable Playard (SRP $139.99), the Sway Seat (SRP $119.99), and the Chair Top High Chair (SRP $54.99).

Bright Starts also introduced Having a Ball, its first-ever product line geared towards the six-to-36 month age range. The seven new toys all retail for under $49.99 and aim to engage toddlers in a fun combination of learning and ball play.

A Year of Celebrating To Mark The Simpsons’ 500th Episode

Muster up your best “Doh!” in preparation for a celebration for the most-watched U.S. television program and the longest scripted show in television history—aka The Simpsons.

To mark the record-breaking 500th episode, to air in February, Twentieth Century Fox Consumer Products is throwing a yearlong celebration. This will include specially tailored brand initiatives created to appeal to the franchise’s wide fan base, a new global retail partnership, and a worldwide QSR campaign with Burger King Corp.

The commemoration starts in September and will continue throughout the show’s upcoming 23rd season. Fox Consumer Products’ new launches will include a “Ladies of Springfield” brand for fashion-forward female fans. The accessories will feature Marge and her two sisters, Patty and Selma. There also will be numerous products based on Duff Beer for male fans.

CBS Partners for CSI Games, Cards, and Slot Machines

CBS Consumer Products is expanding the CSI franchise by bringing GDC-GameDevCo, Ltd. and IGT on board to develop a range of new games based on the drama franchise. Through the agreements, GDC-GameDevCo, Ltd. will produce branded board games and playing cards for the U.S. and Canada, and IGT will develop branded slot machines worldwide.

AT New Media Creates New Game/App Development Services Division

AT New Media has created a joint-ventured development services division that will deliver apps and games on multiple platforms. This services division is aimed at agents and licensors who want to control and own more of the commercial upside of their properties, and integrate the interactive digital offering directly into their marketing activity and licensing strategy.

Simon Kay, AT New Media CEO, said in a press release, “It is a common misconception in the industry that the only option available to a licensor is to license out rights. That is no longer the case. With development costs for some platforms now being substantially lower than in the past, forward-looking licensors should be considering developing, controlling, and offering their own interactive component.”

AT is actively seeking to work with companies who are unsure about how to approach digital interactive components of their brand/property and can now offer an in-house interactive development option as well as the traditional licensing route.

TMNT Producer Granted Cabbage Patch Kids Movie Rights

Original Appalachian Artworks, Inc. (OAA), the owner of the Cabbage Patch Kids property, has granted CWA Carlin West Agency and film and television producer Galen Walker the rights to create an animated television special based on the Cabbage Patch Kids. Walker is most noted for producing the animated Teenage Mutant Ninja Turtles movie and for being the producer of the next live-action TMNT feature with Paramount.

Octonauts Set to Premiere in Germany This Summer

Chorion has secured its first major multi-rights deal with German broadcaster Super RTL. The channel has acquired 50 x 11’ minutes and 2 x 22-minute specials of Chorion’s preschool series Octonauts, with a second window to play on Disney Germany. The deal combines TV, home entertainment, and licensing and merchandising rights for the brand. The TV series is planned to debut in Germany on Disney Junior this summer and on Super RTL this fall. The deal follows the agreement with Disney U.S. for the premiere of Octonauts on Disney Junior next year.