Sony Announces Licensing Program for Men In Black 3

Sony Pictures Consumer Products (SPCP) has inked deals with multiple partners around the globe in time for the release of Men In Black 3 on May 25. For global deals, SPCP has teamed up with Activision for video games across multiple platforms; Gameloft for mobile games; SEE for an online game; and Sony Computer Entertainment Europe for digital costumes within the existing Little Big Planet game.
Jakks Pacific, master toy licensee, has created action figures, accompanying accessories, and more. GreenLight has created die-cast MIB cars and vehicle model kits. In collectibles, Enterbay has figurines, Factory Entertainment is making replicas of props and gadgets, Kotobukiya has created PVC statues, and Studio Art & Technology is also making prop replicas. Other licensees have signed on for apparel and accessories.

This post was originally written by Leah Rocketto and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.

Skylanders Announces Beta Launch of its Virtual World

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Activision Publishing, Inc. has launched Skylanders Spyro’s Universe, in beta, which will add another dimension to Skylanders Spyro’s Adventure. The virtual world allows kids to engage with Skylanders characters and fellow players.

Found online at, the Universe is a fantasy realm of floating islands designed to encourage world-building, exploration, and friendly competition. Players who own the game or figures can input each figure’s code, or use the Portal of Power, to bring them to life inside the universe.

Those who don’t own a figure can join the virtual world by creating a free online account. Eon, the helpful Skylanders guide, will then provide newbies with a digital starter kit. For more information, visit

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First Transformers Convention, in Shanghai, Comes to a Close

Hasbro, Inc.‘s Transformers Cybertron Con ends today in Shanghai, China. Part of the Shanghai World Expo, Hasbro took over part of the East Asia Exhibition Hall to give Asian fans their first official Transformers convention.

Attendees could walk through a historama of Transformers content, from the Generation 1 robots to the current Hunt for the Decepticons promotion. Exhibits included a 23-foot tall Bumblebee model; animation clips and production stills, some of which have never been seen by the public; a graffiti wall; fan contests; drawing classes; a demonstration of Activision‘s new Transformers video game; and more.

Information about the convention can be found here.

Activision, Nickelodeon to Release New iCarly Video Game

This fall, Activision Publishing, Inc. and Nickelodeon will release a second game based on the Nickelodeon television series iCarly. iCarly 2: iJoin the Click, which will be available for the Wii and Nintendo DS, puts players in the role of a new student at Ridgeway High. Players interact with characters from the show, create new webisodes, and compete in challenges and mini games while they explore locations featured in the show.

The game will be available internationally this fall.

Hasbro Unleashes a Bevy of New Video Games

Habsro, Inc., plans to release more than a dozen video games based on its brands throughout the world during the second half of the year. Electronic Arts (EA) and Activision are producing the video games, which will appear on multiple devices including game consoles and mobile devices.

EA is producing versions of Monopoly as well as a five-pack Nintendo DS game called Hasbro Family Game Night 3. RISK: Factions is set for release on Xbox Live! with iPhone and iPad versions of RISK in development. Activision is spearheading development of TRANSFORMERS: War for Cybertron, which is expected to be released this summer.

Information about both game companies can be found at this year’s Electronics Entertainment Expo (E3) in Los Angeles, held June 15-17.

DreamWorks Announces Ogre-Whelming Licensee Support for Shrek Forever After

DreamWorks Animation SKG, Inc. has announced a full slate of promotional partners and licensees in support of Shrek Forever After, which opened in theaters on Friday.

Among the Shrek Forever After licensees are Activision for video games; Hasbro Games for a line of classic Shrek games and puzzles; Penguin for a variety of storybooks; Rubie’s Costume Co. for Halloween costumes; and VTech, which continues to feature Shrek in new key hardware systems and will launch the character Shrek on the MobiGo & FLiP platforms. Playmates, the master toy partner for Shrek Forever After, offers a full array of toys ranging from figures and plush to dolls and role play toys.

For more information, please visit

Zhu Zhu Pets to Become Video Game

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Activision Publishing and GameMill Publishing, Inc. have inked a deal with Cepia, LLC to develop and publish video games based on Zhu Zhu Pets. The first Zhu Zhu Pets game will be released on the Nintendo DS in spring 2010. The video game is also being developed with software developer Black Lantern Studios, Inc. Zhu Zhu Pets was recently nominated for Girl Toy of the Year and Innovative Toy of the Year. Winners will be announced during the Toy of the Year Awards in February.