TOTAL LICENSING
The Way to School was a special area place from 5 to 10 February 2009. featuring Hanna Montana and High
including new back-to-school and Whilst final figures on attendance are School Musical.
other stationery products. According not available as we go to press, the TIA Fisher Price, too, featured significant
to reports, the sector had the addi- report that opening day attendance at licensed product including Elmo’s Res-
tional benefit of attracting new sta- the 105th American Toy Fair was taurant playset from Sesame Street
tionery buyers to Nuremberg. up significantly over 2007 - an indica- and Dora’s Designer Playhouse and
Learning by Play was an area of the tion of strong confidence in the toy Prance & Fly Pegasus. Dora’s compa-
show that highlights some of the industry. In fact, buyer registration for triot Diego also featured on an Animal
educational toys on offer this year day one of Toy Fair was up 30% over Rescue Railway.
and, according to reports was very 2007 and triple the number of report- The first Fisher Price products based
well received. ers registered on Sunday. on Wow! Wow! Wobbzy! also debut-
The Branch Forum com- In addition to mass market retailers, ed at the show.
prised a series of con- big names such as QVC, Foot Locker, 4Kids continued their push for the
ferences and seminars Hewlett-Packard, Harrods, Amazon, Chaotic multi-platform trading card
covering all aspects of the Bed Bath and Beyond, Radio Shack game whilst Funrise had Spiderman
toy industry with two specific and Spencer Gifts were among the re- and Friends products together with
events on licensing – one outlining tailers from around the globe present Star Wars, Speed Racer and Batman.
how to spot the licensing potential of on Sunday. Opening day buyer attend- Hasbro’s line of superheroes contin-
products in the toy market and the ance topped 9,200 this year, compared ued with new Hulk products together
other a practical seminar on how to to 7,100 for the same day last year. with Iron Man, Star Wars and new
promote licensed products in the re- In all, an estimated 35,000 visitors at- Transformers products in the shape
tail market. tended the four day show this year of a new set of figures. Jakks Pacific
The Branch Forum generally attracted which, for the first time, had no pres- debuted a broad variety of products
audiences over 30% up last year, par- ence at the former Toy Building on including new Pokemon toys, Neopets
ticularly the seminar which unveiled 200 Fifth Avenue. collector plush, Mr Men Little Miss
research, commissioned by fair or- Walking the aisles of the show, the collectible figures, a Disney Princess
ganisers Spielwarenmesse on buyers’ atmosphere was undoubtedly posi- talking cash register and a Hannah
wishes and parents’ attitudes to toys. tive. In licensing terms, this was also Montana keyboard.
Finally in terms of new sectors, the a good year with a large number of Lego debuted four Speed Racer sets
Innovation Center was again a high properties on view through the vari- together with Indiana Jones sets in-
priority for visitors. ous booths and outlets. spired by the original trilogy and the
This year, the ToyAwards were Bandai, of course, continued their suc- upcoming movie. For Star Wars, Lego
expanded to eight categories and cessful Power Rangers line and, in addi- will debut sets for the films and The
the winners were announced at a tion celebrated Dragon Ball Z’s return Clone Wars animated series. Sponge-
Gala with more then 1000 in at- this Spring with a range of collectible Bob also featured at Lego together
tendance. figures. In addition, Ben 10 character with new Batman product.
The ToyAwards were selected for in- product debuted through limited edi- Of course Mattel debuted new Barbie
novation and 193 companies entered tion products such as Benwolf, Ben- lines but also added to their licensed
a total of 269 products this year. Mummy, Cannonball and Ultra Ben. lines with Disney’s Cars merchandise
The eventual winners were: and additions to the DC Super
Fun and Sport category – Cos- Friends collections.
mic Catch from Hasbro GmbH. Licensing was a definite winner
Emotion and Experience cat- at Toy Fair this year and this was
egory was won by Mattel for UB demonstrated at the Toy of the
Funkeys while the Creativity and Year Awards, held during Toy
Design award went to Playgo Eu- Fair where Transformers figures
rope for their Winnie the Pooh from Hasbro won Boys Toy of
home. the Year and Littlest Pet Shop,
The Games and Action category again from Hasbro, won Girl Toy
winner was Playmobil whilst Hut- of the Year. In terms of Property
ter Trade & Co won the Trend of the Year, this went to Disney
and Lifestyle category. Corgi was Consumer Products for Han-
Disney properties, of course, featured
awarded the Electronics and Techni- nah Montana.
heavily, especially in light of the up-
cal award for their H2Go while Wik- And the overall impression of Toy Fair
ing Modelbau won the Small and Fine
coming DVD premiere of Tinker Bell
this year? A lot of licensed product, a
and Stadbauer Marketing won Knowl-
this Fall. Cardinal Industries launched
lot of activity toys and a large number
edge and Learning for their Eye Clops
in games featuring Cars, Mickey Mouse
of educational toys. That’s what kids
products.
Clubhouse and My Friends Tigger and
can look forward to this Holiday sea-
The next Nuremberg Toy Fair will take
Pooh together with CD boardgames
son.
50
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