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.

Rubie’s Wins Awards from Party City

Party City has awarded Rubie’s Costume Company the 2010 Best Breakout License award for its Lady Gaga licensed costumes.

“We are very proud and honored to receive this distinction and thankful to be selected to receive this impressive award from one of the top retailers in the Halloween industry,” said Howard Beige, executive vice president of Rubie’s.

Rubie’s also won the 2010 award for Best Humor Costume, for its Mario costume.

Mattel Introduces Monster High Property, Signs Licensees for Franchise

Mattel has added a new property to its portfolio of brands, Monster High.  The property follows hip teenagers, who are also the descendants of the world’s most famous monsters, as they brave the ups and downs of high school.

The characters include Frankie Stein, the daughter of Frankenstein; Draculaura, the daughter of Count Dracula; Clawdeen Wolf, the daughter of The Werewolf; Lagoona Blue, the daughter of The Sea Monster; Cleo de Nile, the daughter of The Mummy; and Deuce Gorgon, the son of Medusa.

Websiodes have already premiered at www.monsterhigh.com, the property’s website. Mattel has signed an array of licensees to support the brand, including those in the categories of party/costumes, apparel, accessories, footwear, publishing, and toys.

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