TOTAL LICENSING
WHICH SIZE SCREEN WILL CAPTURE
THE RETAIL DOLLARS IN 2008?
Licensing Trend Report By Reyne Rice, Toy Trend Specialist, Toy Industry
successful beat as Yo Gabba Gabba! is produced by Culver Entertainment,
continues to dominate Nick Jr. ratings (Sony Pictures) and supported by
on television, song, and video down- Hasbro as the master toy licensee.
loads since its August 2007 launch Spider-Man will continue his success-
in the USA. The characters and the ful reign at the top of the boys action
show’s producers have created an in- figure charts. A spring 2008 launch is
teractive and wacky set of characters planned.
that will have kids dancing, and actively The Transformers brand returns to its
engaged in each episode. television roots with the debut of the
The toy products will be in stores in new Transformers Animated series on
Fall 2008, one year after the TV show Cartoon Network. Over 50 licensees
debuted on Nick Jr., to provide a win- are involved including more than 230
dow for the program to gain popular- licensees support the Tranformers
ity and build up a loyal following. brand worldwide. Expect the mo-
Boys Action Figures/Accessories: mentum to continue in 2008, as the
Last year, in the USA, The NPD Group, characters continue to dominate the
New licensed and branded products
Inc. reported that the Action Figures action figure aisle.
will launch across multiple screens
and Accessories category grew +8%, Blockbuster Summer Movie
in 2008: on TV, in theatre and on the
led by Transformers and Spider-Man launches:
home computer. Based on the variety
properties. The boys child-sized role- Indiana Jones and the Kingdom of the
of options, retailers will have a wide
play category also grew in the single Crystal Skull: This fourth film in the
choice of products to choose from.
digits with both of these categories Indiana Jones film series pits an older
A round-up of some of the most
expected to continue this upward and wiser Indiana Jones (Harrison
talked about properties launched at
growth trend. The excitement in 2008 Ford) against agents of the Soviet
the American International Toy
will be driven by new TV show enter- Union. Released on May 22nd, it is
Fair in New York include a new
tainment properties and the opening supported with Hasbro action figures
preschool brand, exciting
of action adventure movies that ap- and accessories, as well as child-sized
new boys action figures
peal to this market segment. role-play products, plus Uncle Milton
and increasing amount
New TV Entertainment Proper- remote-control and accessory play-
of CyberPlayground
ties: Bakugan Battle Brawlers, Spin sets.
products, where
Master’s first action figure and trad- Speed Racer: This classic series created
offline play is en-
ing card property is breaking sales by anime pioneer Tatsuo Yoshida has
hanced by an online
records in Canada and in the USA. been re-energized with a highly antici-
experience for an
As the products have hit shelves this pated summer blockbuster live-action
expanded play ex-
Spring, both the TV show and product
perience.
line are claiming record penetration
Preschool: Al-
as boys engage in this new collectible
though established
phenomenon. Cartoon Network will
preschool brands
air the TV program in the US market.
such as Dora The Ex-
Bandai and VIZ Media.LLC have part-
plorer, Go Diego Go, Ses-
nered on Blue Dragon this new ac-
ame Street, Backyardigans and others
tion figure brand. Based on the fast-
continue to grow in popularity and
est growing RPG game in Japan, and
maintain their momentum, new prop-
created by two of the most well-re-
erties are launching which will chal-
spected Japanese anime artists, this
lenge these perennial favorites. One
action-packed series follows the
of the newer brands capturing atten-
adventures of the Seven Soldiers of
tion on Nick Jr is Yo Gabba Gabba.
Light who must awaken within them
Toronto based Spin Master, along with
the power of the Magical Shadow to
program producers The Magic Store
overcome conflicts through adventure
and Wildbrain, have been dancing to
and friendship.
the show’s funky and phenomenally
The Spectacular Spider-Man TV show,
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