China Toy Fair


Not a Hoax! Not a Dream! Marvel Launches Month-Long National Celebration: Marvel Super Hero September!

SuperHeroSeptemberDisney Consumer Products and Marvel have teamed up for Marvel Super Hero September, a national multi-platform campaign that encourages the public to, “power up like a Marvel super hero.” This month-long celebration features retail partnerships, licensing partners, advertising, and online activations. The strategy is on behalf of the Marvel brand, as both Marvel and its characters celebrate 75 years of history.

“This stands as one of the largest non-film campaigns in Marvel history and we’re looking forward to seeing how kids, fans, parents, and adults will celebrate their passion for Marvel,” said Josh Silverman, executive vice president, global licensing, Disney Consumer Products.

The central hub for Marvel Super Hero September is a new online portal, superheroseptember.marvel.com, which houses content and activities, including a national photo sweepstakes contest supported by select national retailers. Marvel is also re-launching marvelkids.com with additional content. [Read more...]

Star Wars Rebels Preview Launches on Star Wars Day

StarWarsRebelsStar Wars Day, an unofficial holiday created by Star Wars fans to celebrate the sci-fi franchise, took place this past Sunday, May 4. To mark the occasion, Lucasfilm released a new minute-long trailer for Star Wars Rebels. The animated TV series is scheduled to premiere this fall on Disney Channel, and will be followed by a series on Disney XD channels worldwide.

Lego Launches Star Wars Rebels Building Sets Inspired by New Animated Series

LEGO_LogoLego Systems will release new Lego Star Wars products based on the new Star Wars Rebels animated TV series, which is scheduled to premiere on Disney Channel this fall before appearing regularly on Disney XD. The new building sets were unveiled at a Disney Consumer Products event on February 17 and will launch on August 1. They include the Lego Star Wars The Ghost building set, which is based on the Rebel heroes’ starship, The Ghost, and has dual cockpits, a 360-degree rotating turret, two spring-loaded shooters, ejecting escape pods, and several new minifigures. Consisting of a total of 929 pieces, it is suitable for kids ages 9 and up.

The second building set, Lego Star Wars Phantom, is an attack shuttle that works in conjunction with The Ghost set. The Phantom model features 234 pieces and includes folding wings, tools, and a detachable cockpit with cargo hold where pilot Ezra Bridger can store his cadet helmet and blaster. Ezra and his grumpy Droid companion Chopper are also brought to Lego minifigure form. The set is suitable for kids ages 7 and up.

The introduction of Lego Star Wars Rebels coincides with the 15th anniversary of Lego Star Wars, the first licensed property ever to come to life in Lego form.

COMMENTARY: Spanning Generations: Modern Takes on Classic Brands

Nostalgia is a growing trend in the toy and licensing industry, but recently many classic brands have been given a modern reboot. The modernized take on classic brands offer fun for consumers both young and old, spanning generations and providing licensees with multiple new opportunities. Today, some modernized takes on old favorites live along side their predecessors.

PlaymatesToys.BasicMutagenOozeTeenage Mutant Ninja Turtles (TMNT), for example, launched in the 1980s. A huge, revolutionary boys’ property, the brand was given a reboot last year when a new TMNT animated series launched in September on Nickelodeon. The brand has seen massive success in the toy industry, with partners including Playmates Toys with a full line of figures and play sets, bubbles and water toys from Little Kids, and awesome electronics from Sakar International, including adorable TMNT earbuds. In addition to producing toys based on the new animated series, Playmates Toys also offers a classic collection including all four turtles, which reflects the look of the characters in the original series. [Read more...]

Spring Sales Lead Slugterra Toy Line into Fall Expansion

press_still-Blakk_vs_EliKids all over the U.S. will soon be able to add to their slugslinging arsenal as a new range of Slugterra toys from Jakks Pacific hits shelves this fall. Based on the animated series produced by Nerd Corps Entertainment and currently airing on Disney XD, the expansion will see action figures, vehicles, stretchy slug flyers, and plush added to the current line of collectible slug figures and blasters with unique transforming darts. International rollout of the line will begin in Western Europe, the Middle East, and Latin America this fall.

Jakks Pacific is bringing more retailers on board this fall to support the line expansion. Worldwide, Jakks plans to coordinate the distribution of the product line to land at retail shortly after the series launches in each market.

The Emmy-nominated Slugterra launched on Disney XD in the U.S. in October, and quickly resonated with its core demographic of boys ages 6 to 11. Home video from Shout! Factory hit shelves in the U.S. in February, with a second volume slated for release this summer, and T‐shirts from Hybrid Apparel and sleepwear and socks from MadDog Concepts are set for a fall release. Internationally, Nerd Corps has been busy signing on agents and licensees to help support the toy rollout and global merchandising and licensing of the brand.  

Kids are involved in the world of collecting and slinging at an interactive level as well, with the iOS game Slug it Out! for iPad, iPhone, and iPod touch consistently ranking in the top 20 puzzle games in the App Store worldwide, and flash games Battle for Slugterra and Slug Run accumulating well over eight million plays to date.

TV’s Newest Turbo-Charged Superhero Debuts with 26-Episode Series on Disney XD

Image converted using ImgCvtMattel brings its latest action hero property to boys across the country with Max Steel, a new CGI animated TV series premiering on March 25 at 4 p.m. on Disney XD. The animated series follows the life and times of a teenage boy named Maxwell McGrath and his out-of-this-world alien companion, Steel, as they overcome trials and tribulations, demonstrating teamwork and perseverance along the way.

The TV series is the cornerstone of a multi-platform action-adventure entertainment franchise from Mattel and is co-produced by FremantleMedia Kids & Family Entertainment. Max Steel also has a dynamic web destination, featuring interactive gameplay, videos, and character engagement. [Read more...]

Ridemakerz Fuels Support of New Xtreme Customz Line at Mass Retailers

For the first time in the company’s seven-year history, Ridemakerz will launch a national TV advertising campaign to support its new line of Xtreme Customz customizable toy cars, which are available now at Target and Toys “R” Us stores nationwide as well as Toysrus.com.

[Read more...]

Marvel to Spin New Consumer Products Program Supporting Spider-Man Franchise

Marvel Entertainment, LLC will soon be spinning a major retail web as Ultimate Spider-Man product launches this year with new theming, packaging, and innovation. Marvel will unleash a consumer products program for one of the most enduring and iconic super heroes in the world with more than 200 licensees signing on to create product lines across all major product categories—from toys, games, apparel, and accessories to home goods, collectibles, and social expressions. The retail push coincides with the second season of the animated TV series Ultimate Spider-Man, which premiered January 21 as part of the Marvel Universe on Disney XD[Read more...]

SMC Entertainment Group, Inc. Signs New Licensees For The Jungle Book

SMC Entertainment Group, Inc., an entertainment and brand management company and sister company to global consumer products manufacturer Sun-Mate Corporation, has finalized licensing agreements in the U.S. for the new high-definition television series, The Jungle Book, scheduled to debut on June 11 on Disney XD.

SMC has signed a slate of new U.S. licensees, including Phase 4 Films as the property’s home entertainment and Digital distribution partner; Isaac Morris as its master apparel partner; Komar for children’s sleepwear; Insights Editions for Young Readers Book series; Seasons USA for Halloween costumes; Nanco-Nancy Sales, Inc., for amusement plush and novelties; Pacific Play Tents for children’s play tents; Barnes & Noble for e-books; United States Playing Card Company for customized playing cards; and My Idol Pops for figural lollypops.

SMC acquired all North American Home Entertainment, Licensing and Merchandising rights, and Promotional rights for The Jungle Book CGI-animated television series, plus the one-hour tele-film from DQEI, the producers and rights holders of the series. SMC has also acquired The Jungle Book toy rights for Benelux, Australia, and New Zealand, along with licensing and merchandising rights for South Africa. SMC will be representing The Jungle Book at Licensing Show, at booth 3268, and is seeking partnerships to develop a comprehensive consumer products’ campaign across categories including toy, ELA’s, publishing, games and puzzles, gaming/interactive, apparel, footwear, accessories, back to school, party goods, food and beverage, arts and crafts, home furnishings, and more.

This post was originally written by Sierra McCleary-Harris and published by ToyBook.com. For more news, visit www.toybook.com, 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.

Disney XD Named U.S. Broadcaster for Pac-Man Series

Namco Bandai Games, Inc., Arad Productions, and 41 Entertainment LLC (“41e”), announced that they have granted the U.S. television rights to Disney XD for a new animated action comedy series tentatively titled Pac-Man– The Adventure Begins (26×22), set for a fall 2013 airing.

Based on the brand owned by Namco Bandai, the series is created in stereoscopic 3-D, and executive produced by Avi Arad (Spider-Man for Sony Pictures, Iron Man for Paramount, Hulk for Universal, and Fantastic Four and X-Men for 20th Century Fox) and Rick Ungar (Biker Mice from Mars for New World, X-Men Evolution for Marvel, and Legend of the Dragon for BKN).

[Read more...]