China Toy Fair


Mattel Launches Ever After High Globally

Photographer Jeremy Lloyd Stylist Lin CarlsonMattel has launched its newest intellectual property, Ever After High. Based on the everyday lives of the teenage sons and daughters of well-known fairytale legends, Ever After High leverages multiple platforms to reach consumers.

The story of Ever After High takes place at an enchanted boarding school, where Raven Queen, daughter of the Evil Queen, questions her storybook fate of becoming the next Evil Queen. After she questions her own pre-determined destiny, the school becomes divided between those who want what is promised to them, and those who want to write their own storybook endings.

This new tween property is available in 14 countries and will continue to roll-out to more than 30 territories next year. In addition to the initial collection of six fashion dolls, the property is supported by an immersive digital experience including a website, EverAfterHigh.com, global Facebook page, and YouTube channel. The digital ecosystem includes animated webisodes, character bios, games, avatars, and an interactive music video.

New Tween-Targeted Video Review Site Debuts

KidzVuz.com, a new video review website for tweens, has launched. Designed specifically for kids ages 7 to 12, KidzVuz allows tweens to create their own video review content in a safe, parent-friendly environment. The website aims to encourage creative thinking and provides the tools necessary to learn about video creation. The website is fully monitored by a panel of parents and is COPPA compliant. Inappropriate videos and comments, as well as personal information, are never allowed or posted.

The website features an integrated webcam, a film school that teaches kids how to make videos, fan clubs, and social media features that allow kids to create communities based on shared interests. With each review or comment, kids can earn badges and points, complete missions, and score on the leader board, all powered by Badgeville.

YooHoo & Friends Expands into Tween Market

Aurora World, Inc. is expanding its YooHoo & Friends brand into the tween category. New YooHoo & Friends products will include plush, stationery, fashion accessories, decorations, and “snaps.”

Aurora’s “snaps” are approximately one inch in diameter, and can be mixed and matched and fastened to items such as lanyards, totes, accessories, and more.

The six new YooHoo & Friends plush animals include Shooga the Sugar Glider, Lemmee the Lemur, Hapee the Lesser Panda, YooHoo the Bush Baby, Chewoo the Red Squirrel, and Pammee the Fennec Fox. The plush are available in five or eight inches and make a sound when squeezed. Each sports a headband or flower and is embroidered with hearts, peace signs, or words such as “love” and “peace.”

The company is also releasing the YooHoo & Friends Fun Center collection, which includes stationery such as a spiral notebook and doodle pad, decorative accessories such as sticker rolls, and fashion accessories such as an accessory case, laser cut bracelet, and lanyard.