China Toy Fair


The Toy Book Chats with Sherry Gunther-Shugarman, CEO, Popstar Club

I recently had the opportunity to chat with Sherry Gunther-Shugarman, CEO of Popstar Club, which is the manufacturer of the fresh, new doll line, The Beatrix Girls. Sherry gave me an overview of what makes her doll line so unique, and why girls are going to be clamoring for them this holiday season.

SherryGunther.BeatrixCEO

 

Where did you get the idea for Beatrix Girls?

The Beatrix Girls came out of the idea of tying music and dolls together. Ultimately the approach to this was to create a multiplatform brand that really reaches kids everywhere that they are, recognizing that kids are not just watching TV and they’re not just playing with dolls or toys, they’re not just online playing games or being social, they’re doing all of the above. A forward-thinking property really needed to have presence in all of those mediums and to have an integration between all of those formats ingrained in its DNA.

The webisodes are done in a very unique way. How did you come about using that style?

It’s interesting because the natural for me was to go with animation as I spent over 20 years in animation, but there were a lot of things that attracted me to doing it this way, creating webisodes that have the dolls featured interacting in real life. It comes out of the fact that the concept itself has the girls as real. So they’re real and they interact in our world. They’re a real pop star band, we9’re creating real music, not composed music like we would for a toy property or an animated show, but real, credible, pop music written by a platinum-winning writer/producer, mixed by a Grammy-winning engineer, so this is really relevant, today, great music and so we really want to sell them as true pop stars.

Animation oftentimes, especially when doing them based on a product or especially dolls, skews a little bit younger, and we really wanted to have the cool factor and have these be edgier. The medium that we used felt so much more current and fresh and innovative and YouTube generation-like and it felt much more fitting to the brand itself. It gives the dolls the credibility of being real in our world. They have a real human manager, they perform in real venues, so it allows us to play up that real factor for them. And then the scale gives us a lot of humor opportunities for 12-inch dolls interacting in a life-size world.

The really nice side effect that we found is that girls are really responding to the fact that they can relate to the way it was done because it was shot on purpose with hands showing and manipulating the dolls. The idea was that kids could really relate to it and feel like I can do that, I can get four dolls and with my friends create a scene and a scenario.

 

For some reason it reminds me of Mr. Bill, the old SNL skit.

That’s kind of what we were going for. We were going for rather than just sort of just straight, weak, almost too young-skewing animation. We wanted it to be edgier and quirky and fun and hilarious and this medium allowed us to do that, to have that feel to it.

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The Beatrix Girls Sign New Licensees

The Beatrix GirlsWith an official launch still to come this year, The Beatrix Girls brand has already announced nine new licensing agreements after its successful introduction at the International Licensing Show. The new line of collectible pop-star dolls has expanded since its promotional agreement with Peavey Electronics to add new brand partners in the teen/tween market. Licensing deals, including apparel, bags and backpacks, accessories, back-to-school, bedding, stationery, footwear, headwear, and more, were brokered by the licensing firm AALMG.

The U.S. licensees The Beatrix Girls have recently signed include Children’s Apparel Network for branded tops, bottoms, sets, dress, and outerwear; Berkshire Fashions for branded baseball caps, fashion headwear, fleece hats, gloves, mittens, scarves, head bands, ear muffs, leg and arm warmers, socks, slipper socks, rain slickers, ponchos, and umbrellas; Hanover Group for branded necklaces, bracelets, earrings, rings, anklets, charms, headbands, barrettes, ponytail holders, hair clips, hair scarves, lanyards, coin purses, purses, zipper pulls, flashlights, key chains, backpack clips, shoelaces, novelty headbands, tiaras, wands, eye masks, brushes, sunglasses, and gift sets; Skyhigh International LLC for branded back-to-school stationery, including notebooks, memo books, portfolios, binders, planners, journals, address books, list pads, book covers, stationery sets, stickers, pens, and pencils; Jay Franco & Sons for branded bedding, bath, room décor, beach towels, beach blankets, and beach backpacks; AME for branded girls sleepwear; Playa Vista Designs for branded footwear; and Fast Forward for branded handbags, backpacks, totes, sports bags, small leather goods, cell phone cases, luggage, lunch juts, and beverage bottles.

The Beatrix Girls band members—Brayden, Ainsley, Lark, and Chantal—produce real music that kids can collect. Each pop-star has her own developed personality, making it not only possible for her to live and interact in the human world, but for kids to vicariously live the fantasy of being a pop-star through play.