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TOTAL LICENSING
and today the company is the world’s twelve new Barbie products includ- excess of 2700 exhibitors and 80,000
fifth largest toy manufacturer. ing craft and stationery products and, visitors, helped by new sectors such
Disney and Warner Bros proper- following the success of their Fifi & as the Way to School and Learning
ties, of course, featured heavily in the the Flowertots wheeled toys and in- by Playing specials and the event’s in-
aisles together with BBC proper- flatables, Halsall launched new ranges novation programme which provided
ties including Doctor Who. Hornby for 2008 including new patio chairs helpful information and advice for na-
launched a new range of Airfix mod- and parasols. tional and international toy buyers.
els featuring the time traveller. For younger children, Golden Bear Nuremberg is, of course, a truly in-
On the boys side, Halsall presented have joined forces with construction ternational event and this year at-
a scale replica radio control WWE brand JCB. This partnership will see tracted visitors from 118 countries.
Monster Truck together with new Golden Bear launch the ‘My First JCB’ In fact, overseas visitors made up
feature vehicles including the new range aimed at children aged twelve 53% of the attendees and the decline
4x4 Arena Tour. months and over. The range will be in the number of German visitors
Spinmaster had one of the most launched for Autumn/Winter 2008 was more than made up for by inter-
talked about launches in the shape of and will centre around vehicles each national buyers. Visitors from Eastern
Bakugan. Described as being the new with their own unique character. The Europe in particular rose to over
Beyblade, the line will be backed by different personalities have friendly 20% of the audience and Brazilian
Spinmaster’s largest ever television faces and come with a number of visitor numbers were up by over
campaign. memorable phrases. 38%.
In addition, Spinmaster launched their Golden Bear also expanded their According to the organisers, the
new action figure and role-play range Charlie and Lola range, together with quality of visitors also improved
based on Storm Hawks, which airs on new product featuring Noddy, Peppa this year. The share of decision-
Cartoon Network. Pig, Thomas and Friends and Aard- makers rose to 76.5% - more than
Staying on the boys side, Brainstorm man’s Shaun the Sheep. 5% up on last year.
launched new product based on the Capitalising on recent research Whilst licensing is now represented
upcoming Indiana Jones and the King- data that shows a dramatic shift in fully at Nuremberg through the Li-
dom of the Crystal Skull and Pyramid girls toy buying patterns away from censeCenter naturally, licensed prod-
debuted a number of new ranges in fashion dolls into electronic toys, uct could be found throughout all of
their lenticular poster series with li- games and gadgets, Vivid Imaginations the halls.
censes including Marvel, DC Comics, launched Hannah Montana and High Tomy Europe, for example, an-
Playboy, and Doctor Who. School Musical tech toys and elec- nounced that they are now distribut-
Hasbro continued to develop their tronic games to buyers. ing Teletubbies products in Germany
Transformers range of toys together Character Options also launched Switzerland and Austria and debuted
with a new range of Star Wars toys Hannah Montana products in the their new ranges at the show, togeth-
comprising figures, vehicles and light- form of Digi watches which include er with new Thomas & Friends prod-
sabers. In addition, Hasbro debuted video clips as well as time, date, stop- ucts destined for shelves in 2008.
their new Indiana Jones collection of watch and alarm functions. Additional Halsall too, showed a wide variety
action figures, vehicles and role play Hannah Montana products included of everyday licensed ranges, provid-
toys. the Sing Along Microphone, body art ing the trade with toys and gifts from
Hasbro’s relationship with Marvel pens and stencils and a musical pen popular children’s brands. These in-
continues this year with new product & pad set. clude the Underground Ernie master
based on Iron Man and The Incred- Character Options also debuted toy range, new Roary the Racing Car
ible Hulk. In addition, this year will Peppa Pig electronic products as well wheeled and outdoor, new Baby An-
see the release of new action figures as a Barney & Friends playset. nabel and Baby Born wheeled toys,
from the Spectacular Spider-Man ani- Additional Characters Options li- Dora the Explorer wooden puzzles,
mated series. censes for 2008 include ITV series musical toys and dolls pushchairs,
On the girls’ side, predictably per- Primeval and Doctor Who. Fifi & the Flowertots outdoor
haps High School Musical and Han- On the younger side, Martin Yaffe and wheeled toys and dolls push-
nah Montana featured on a number added new Bob the Builder products chairs, Barbie summer range,
of stands including Re:creation who to its portfolio of licenses which in- JCB vehicles and roleplay, The
launched room décor in anticipa- clude Winnie the Pooh, Dora the Ex- Simpsons toys and gifts and
tion of the third High School Musical plorer, Disney Princess, Fireman Sam WWE wheeled toys and
movie which will air this Fall. and Rupert Bear. RC vehicles.
Hasbro’s girl portfolio increased this Buyers converged on Nurem- The special sec-
year with additions to the Littlest Pet berg once again in February this year tors developed
Shop range together with new My for the world’s largest toy, hobby and by Nuremberg
Little Pony products leisure fair. were a major
James Galt launched a range of This year’s event again attracted in success.
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