After quarterly report cards and end-of-the-year science projects, if my grades were above a B+—and my teacher’s comments weren’t scolding—my mother would drive me to Toys “R” Us in Massapequa, N.Y., to pick up a Summertime Beach Barbie.
When it comes to creating great toys, games, or just about anything, it all boils down to the idea. Great things are often borne of flashes of inspiration, and more than ever, we’re seeing toy companies try to tap into the mental spark of their customers.
Painting Lulu has reached a multi-year licensing agreement with Mattel that will bring the Barbie and Hot Wheels brands to the physical and digital worlds of Painting Lulu in time for the back-to-school and holiday seasons. Painting Lulu is a paper-to-digital coloring set in which kids color in the Painting Lulu coloring book with regular crayons, and then scan the page using the Painting Lulu app on any smart device, making the coloring page instantly appear. Using the Painting Lulu Digital Crayon, kids can enhance and correct their coloring with the many tools and colors available.
Mattel and Quirky have entered an exclusive partnership to spark invention in toys, play, and more. Harnessing Quirky’s global community and Mattel’s iconic brands, the two companies will re-imagine Mattel’s portfolio of products to drive growth for brands such as Barbie, Fisher-Price, and Hot Wheels.
“They have 21,000 square feet [on the ground floor]. There really is not a tenant that can rent that. The market has just escalated so,” Brad Mendelson of Cushman & Wakefield, who is marketing the Toys “R” Us space at 1514 Broadway between West 44 and West 45 Streets on behalf of landlord Charles Moss, tells the CO.
In this photo, the Tris Barbie doll reenacts an iconic scene from the new movie in theaters nationwide March 20.