China Toy Fair


Marvel’s Guardians of the Galaxy Licensed Products Set to Explode at Retail

guardians of the galaxy poster 2. jpgToy manufacturers including Hasbro, Lego, and Kiddesigns have developed a wide range across key product categories inspired by Marvel’s Guardians of the Galaxy, which arrives in theaters on August 1. Products include Hasbro’s 10-inch electronic figure, Lego’s The Milano Spaceship Rescue construction set, Funko’s vinyl bobble heads, Rubies Costume Co.’s and Disguise‘s Star-Lord and Rocket Raccoon costumes, and more.

To date, Guardians of the Galaxy has received major mass retailer commitment, including a cross-category pallet program at Wal-Mart, top placement for Hasbro and Lego’s toy lines in all key accounts, and a heavily promoted party goods program with Party City. The Guardians of the Galaxy merchandising program will benefit from Marvel Studios‘ major marketing push for the film that will hit full force beginning later this month.

Disguise Receives Vendor Partner of the Year Award from Spirit Halloween

DisguiselogoDisguise, the Halloween costume division of Jakks Pacific Inc., has received the Vendor Partner of the Year Award from Spirit Halloween for its contributions to the costumes and accessories categories. The award is based on innovations, new licenses, service level, and strategic approaches to sales and profit.

“We are honored to receive the Vendor Partner of the Year Award from Spirit Halloween,” said Joe Anton, president of Disguise. “It has been a pleasure collaborating with the entire Spirit team on unique Disguise programs to make Spirit stores the ultimate Halloween destination for families. Our partnership with Spirit Halloween has allowed us to create unique products not offered in any other retail channel while increasing sales year after year.”

Daniel Tiger’s Neighborhood Toy Line to Expand

DanielTigerThe Daniel Tiger’s Neighborhood product line will include more products and enter major retail chains this year. Jakks Pacific will expand the brand’s range of toys, as well as venture into new categories including books and costumes, the latter through its Disguise division. In addition, University Games will offer puzzles and games such as the Colorform Deluxe Playset.

The new toys and games are part of an overall retail expansion, which includes Kmart and Target introducing a selection of licensed merchandise, and Barnes & Noble launching a full line of books from Simon & Schuster Children’s Publishing under Simon Spotlight. Daniel Tiger Neighborhood products will also be introduced to Canadian retailers for the first time.

Power Rangers’ New Toy Line-Up from Bandai Revealed, Costume Licenses Renewed

Feb20.PowerRangersSuperMegaforceCoinciding with the February 15 launch of Saban BrandsPower Rangers Super Megaforce on Nickelodeon, Bandai unveiled the full toy line for the season at American International Toy Fair earlier this week. It includes show-accurate role play toys, action figures, and large-scale buildable robots.

Central to the new line are collectible Legendary Ranger Keys, which unlock the powers of all previous Power Rangers. A quick flip function morphs the figures into unique keys that can be inserted into multiple Super Megaforce toys to unlock special features and powers. There are over 60 different Ranger Keys to collect.

By using the Power Rangers Scanner app—available on both iOS and Android systems—on any smart phone or tablet, kids can scan any Ranger Key, morph themselves into that Power Ranger, and battle villains on-screen.

In other Power Rangers news, Saban Brands has renewed licenses with Disguise Inc., Rubie’s Costume Company, and Morphsuits, so each partner will continue producing character-inspired costumes through 2017.

There will also be a tournament, Morphin Madness, running from March 10 to April 7, in which fans can vote for their Power Rangers dream team. The bracket-style voting system rewards participants with coupons for Super Megaforce toys and a chance to win a 24K gold plated Deluxe Legendary Morpher and Legendary Ranger Key set of the fan-selected top five Rangers. Fans can vote at www.morphinmadness.com.

Disguise Renews Multi-Year Agreement with Hasbro

Hasbro.OptimusPrimeDisguise Inc., the Halloween costume division of Jakks Pacific Inc., has renewed its licensing agreement with Hasbro to produce Halloween costumes and accessories based on top Hasbro brands. The new three-year agreement grants Disguise the rights to manufacture and distribute the Hasbro-branded items to all channels in the U.S. and Canada.

The agreement includes the rights to produce Halloween costumes based on the theatrical property Transformers: Age of Extinction, as well as classic Hasbro brands My Little Pony, Transformers, and Mr. Potato Head.

COMMENTARY: Costumes Aren’t Just for Halloween

Halloween may be over, but costumes are still alive and well in many households. I don’t know about you, but I definitely got more than one night’s use out of my costumes as a kid. In fact, we had a whole dress-up box full of Halloween costumes, dance recital outfits, wigs, tutus, etc. My mom would find extras at yard sales or after-Halloween clearance sales. My neighborhood friends and I used them all year long, whether playing house, coming up with plays and performances (that our parents graciously endured), or just for the fun of it. Here are a few fun costumes that kids can enjoy any time, inspired by some of my favorite disguises of Halloweens past: [Read more...]

Toy Industry Foundation Brings Holiday Cheer to Families on Hawaii Military Bases

More than 3,000 boys and girls living with their parents on Hawaii’s Schofield Barracks and Fort Shafter U.S. Army bases were treated to two days of toy giveaways on December 4 and 6,respectively. The events were hosted by the Toy Industry Foundation in partnership with Boys & Girls Clubs of America (BGCA) Military Services, who brought the spirit of the season to military families complete with gifts, holiday carolers, and the lighting of two of the largest Christmas trees in the country.   [Read more...]

Classic Media Celebrates Masters of the Universe Anniversary

In celebration of the upcoming 30th anniversary of Masters of the Universe, Classic Media and Mattel are launching a consumer products program for the franchise. The Masters of the Universe Classics toy line, featuring updated sculpts of vintage Mattel toys, will continue throughout next year, exclusively on Mattycollector.com. The 2012 annual subscription will go on sale the week of San Diego Comic-Con, starting July 22.

The program will also include Halloween costumes and accessories from Disguise, launching first with Skeletor, He-Man, and She-Ra adult costumes, available this fall through a leading online e-tailer. Other new products include a 30th anniversary apparel line from Changes and a special 30th anniversary edition DVD box set from Mill Creek Entertainment (fall 2012). Publishing partners will be announced shortly.

Additionally, Classic Media is introducing a brand-new comprehensive Masters of the Universe style guide this summer, featuring retro artwork, all-new modern artist renderings, as well as a special 30th anniversary logo (above).

Disguise Signs Deal to Manufacture Hasbro-Branded Costumes

Disguise, the Halloween costume division of JAKKS Pacific, Inc., has signed a multi-year agreement with Hasbro to produce Halloween costumes and accessories based on most Hasbro brands. The three-year deal grants Disguise expanded and exclusive rights to manufacture and distribute Hasbro-branded Halloween costumes and accessories in the U.S. and Canada, beginning this Halloween season.

Costumes will include those based on Transformers 3, to be released summer 2011, and the television shows G.I. Joe and My Little Pony, which will air this fall on Hasbro and Discovery Communications‘ joint-venture cable network, The Hub.

Photo Credit: Business Wire

Alice in Wonderland Halloween Costumes

Look out for new Alice costumes this Halloween! Disguise will debut new Halloween wear based on Alice, The Mad Hatter, and the Red Queen from Tim Burton’s Alice in Wonderland.