China Toy Fair


Snap Creative Launches Collectible Toys for Five Summer Blockbusters

SnapCreative.TransformersSnap Creative will release five collectible and promotional toy programs at movie theaters worldwide for the summer’s top blockbusters. The launch is rolling out throughout the summer, coinciding with the releases of DreamWorksHow to Train Your Dragon 2, Paramount and Hasbro’s Transformers: Age of Extinction, Disney’s Planes: Fire & Rescue, Marvel’s Guardians of the Galaxy, and Nickelodeon’s Teenage Mutant Ninja Turtles.

Movie-going fans can collect two or three different highly detailed figures or key chains from each feature, along with reusable cups and popcorn packs. These collectible packages will be available in theater chains worldwide in the U.S., China, Mexico, Canada, Germany, Spain, Vietnam, Thailand, and more.

Team Hot Wheels: The Origin of Awesome Will Play at Cinemas for One Weekend in June

HotWheels.OriginofAwesomeOn June 7 and 8, at 11 a.m. local time, Fathom Events and Mattel will debut Team Hot Wheels: The Origin of Awesome in select movie theaters nationwide. The film tells the story of how series characters Gage, Rhett, Wyatt, and Brandon face off against a mysterious black car that begins transforming the sleepy town of Hilly Woodlands into a wild mess of orange track and outrageous obstacles.

Fans will get an exclusive behind-the-scenes look, learning how Team Hot Wheels was created through interviews with Mattel officials, a first-hand look at early sketches and concept art, and a glimpse into how the characters were developed.

Tickets are available at participating theater box offices and online at www.fathomevents.com.

Mattel and Dolphin Entertainment Develop Max Steel Film

MAX STEEL LOGODolphin Entertainment and Mattel, Inc. have partnered to develop a live-action, feature-length film of Max Steel based on Mattel’s franchise of the same name. The film will be produced by Dolphin Films and distributed in the U.S. by Open Road Films, with a wide release in theaters at the end of next year.

Created by Mattel, the Max Steel franchise spans multi-platform entertainment, toys, and consumer products. The film will introduce audiences to the world of Max Steel, in which teenager Maxwell McGrath and alien companion Steel combine special powers to generate superhero Max Steel. Bill O’Dowd and Julia Pistor will produce the film.

Mariposa Returns in Barbie Mariposa & the Fairy Princess

mariposaThis fall, Barbie flutters back onto the small screen as Mariposa in the new movie Barbie Mariposa & the Fairy Princess, available now. As the 26th direct-to-DVD and Blu-ray combo pack release for the iconic doll, Barbie will enchant girls with this all-new tale of adventure and friendship.

Mariposa is the royal ambassador sent to bring peace between her land, Flutterfield, and its rival, the Crystal Fairies of Shimmervale. Despite a rocky start, Mariposa becomes fast friends with the princess Catania. The adventure begins when Mariposa encounters an evil fairy plotting to destroy Shimmervale. Mariposa rushes to her friend’s side to help save the fairy land and together they prove the best way to make a friend is to be a friend. Girls can create their own magical moments with a line of themed dolls and toys currently available at retailers nationwide.

COMMENTARY: Despicable Me 2: An Instant Feel-Good Favorite

DM2 LogoDespicable Me 2 explores all kinds of love: Father-daughter love, admiration for a co-worker, new love, puppy love, motherly love, male camaraderie, and, of course, Minion love. A fun flick for the whole family, the sequel to the 2010 hit is a heart-warming 98 minutes full of life lessons, slapstick, and downright adorableness.

Former super-villian Gru (Steve Carell) has given up the good (bad) life for his three little girls, Margo (Miranda Cosgrove), Edith (Dana Gaier), and Agnes (Elsie Fisher). Moving on from his evil days, he decides to explore the wonders of jam and jelly making and small business. However, his evil roots catch up to him soon enough and he is enlisted by the Anti Villian League (AVL). Together with his AVL partner, Lucy (Kristen Wiig), Gru goes undercover to apprehend a dangerous transmutation formula, which the AVL fears has fallen into the wrong hands. With a few likely suspects easily identified, Gru and Lucy embark on their mission to save the world.

Growing from the first film, Gru is now faced with all of the joys of fatherhood, including dressing up like a Fairy Princess, aiding in performance rehearsals, and steering love-sick boys away from his daughter’s direction. Though, he may appear to have become a bit love-sick himself. No longer orphans, the girls have clearly acclimated to their life with Gru as their dad, but they are eager for Gru to find love, and simultaneously, a mother figure. [Read more...]

Kidtoons and MyKazooTV Bring Kids’ Music to the Big Screen

Kidtoons Films, a Cinedigm Digital Cinema Corp. program, has partnered with MyKazooTv to bring kid-friendly content to theaters nationwide. MyKazooTV offers parents and kids a safe, focused environment showing hundreds of entertaining music videos by top artists, kid hosts, and humorous educational interstitials. The first video featured on Kidtoons will be a Farmer Jason video in May on all Kidtoons screens.

“The partnership between myKaZoo and Cinedigm is a natural fit,” said Debbie Dunn, Account Director, Kidtoons. “We show the best in age-appropriate entertainment at our Kidtoons weekend matinees and we know that our Kidtoons families will enjoy the great music videos from MyKaZootv artists, such as Farmer Jason.”

This post was originally written by Leah Rocketto 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.

Top Toy Trends This Holiday Season, According to Target

This holiday season there will be nearly 7,000 toys featured in Target stores and on Target.com. Stephanie Lucy, vice president of merchandising at Target, shares what she thinks will be the five key toy trends this season and the hot toys that match them.

Interactivity

“One of the key items we selected is Fijit Friends. You look at Fijit and the ability to put it in dance mode, and the voice-recognition and built-in responses. Also, Let’s Rock Elmo is interactive for a much younger child, but we believe interactivity is important.”

[Read more...]