China Toy Fair


Penguin UK Reaching for the Skylands with First Licensed Magazine

SkylandersLogoPenguin UK is taking its first steps into licensed magazine publishing after acquiring the world representation rights to a new Skylanders Universe magazine, based on the Skylanders video games.

Penguin, which also owns the rights to the Skylanders Universe books, acquired the rights from brand owners Activision. It has appointed Immediate Media to produce the content and distribute the magazine in the UK.

The stories in the magazine will be based on characters from the Skylanders games—Skylanders Spyro’s Adventures, Skylanders Giants, and Skylanders Swap Force.

Peter Rabbit TV Series Inspires Plush Products

Nickelodeon and Nordstrom are debuting a new specialty plush toy line inspired by the Nickelodeon animated preschool series Peter Rabbit. Along with the Gund plush, two brand-new books, The Start of Spring and Peter and Friends Sticker Activity Book, published by Penguin, will also be accessible to customers.

The line includes 12-inch plush and 6-inch beanbags featuring all three series characters. These featured products will be available online and nationwide in nearly 100 Nordstrom stores in Los Angeles, Chicago, Dallas, Miami, and other U.S. cities.

The Last Airbender Products to be Released This Summer

Nickelodeon Consumer Products (NCP) has announced a full slate of consumer products for Paramount Pictures and Nickelodeon Movies’ live-action, July 2 theatrical release, The Last Airbender, directed by M. Night Shyamalan. The line-up of products inspired by the film will be available this summer through the holiday season.

Consumers can expect to see almost 30 new products in a number of categories including publishing, home décor, apparel, jewelry, and accessories.

Some of the licensees on board for the franchise include action figures, play sets, role play items, vehicles, and more from Spin Master; video games from THQ; construction-themed sets and products from Mega; DVDs from Paramount Home Entertainment; party goods from American Greetings; customizable goods from HP; prequel manga, movie manga, and cinemanga from Del Rey Manga; junior novelization, movie storybook, ready to reads, and lost scrolls collection from Simon and Schuster; an activity digest, a full-color scrapbook, and an activity book from Random House; and Mad Libs from Penguin/Grosset Dunlap.

DreamWorks Announces Ogre-Whelming Licensee Support for Shrek Forever After

DreamWorks Animation SKG, Inc. has announced a full slate of promotional partners and licensees in support of Shrek Forever After, which opened in theaters on Friday.

Among the Shrek Forever After licensees are Activision for video games; Hasbro Games for a line of classic Shrek games and puzzles; Penguin for a variety of storybooks; Rubie’s Costume Co. for Halloween costumes; and VTech, which continues to feature Shrek in new key hardware systems and will launch the character Shrek on the MobiGo & FLiP platforms. Playmates, the master toy partner for Shrek Forever After, offers a full array of toys ranging from figures and plush to dolls and role play toys.

For more information, please visit www.dreamworksanimation.com/shrek.