TOTAL LICENSING
movie by Warner Brothers. With Mat- Techno Source has joined with Disney its 40th anniversary in 2008, this
tel as the master toy licensee, vehi- for a new exclusive launch of Dis- Mattel brand is launching new
cles, and child-sized role-play are the ney Fairies toys featuring Clickables play patterns for boys
major toy category segments tied to touch-link technology. Girls have al- that are connected
this property, which is based on speed, ready demonstrated their desire for with racing,
power, performance and attitude. Ad- interacting online within the Disney speed and
ditional licensed segments such as Fairies world, having created more performance
fashion and back-to-school products than 4.5 million unique fairy avatars both offline
fuel the energy. to date at
www.DisneyFairies.com. and online. The
Star Wars: The Clone Wars: Lucasfilm The new immersive play pattern com- handheld car-
Ltd., Warner Bros. Pictures and Turner bines the fun of social networking, tridges click into a spe-
Broadcasting System will debut Star collecting, and trading with both real cial controller to acti-
Wars: The Clone Wars in theatres world options and the online world at vate additional online
August 15, 2008 in the USA, followed www.Pixie
Hollow.com. With the new play options.
by the premiere of The Clone Wars Clickables-powered touch-link jew- UB Funkeys: This on-
as a weekly animated series on Car- elry line and online sharing, girls can line–offline collectible
toon Network and TNT. The TV show, be connected to their Fairy friends toy line by Radica, a di-
produced by Lucasfilm Animation will and their real-life friends wherever vision of Mattel, was original-
launch in Fall 2008, with Hasbro ac- they are: at home, at school, or on the ly designed to bring urban vinyl action
tion figures and accessories and child- playground. figures to kids at an affordable level,
sized role-play items. It is designed to VIP Littlest Pet Shop Pets: Hasbro has while overlaying the play component
attract a new generation of boys into evolved the top-rated mini-doll brand of online gaming. The second wave of
the Star Wars franchise, and will con- into a virtual world with fashion plush products launches
tinue to appeal to Star Wars diehards. and fabric pets that use unique online this Spring, with
CyberPlayground and Compu- codes to open new worlds of play for additional waves
ter-Connected Toys: The newest loyal fans. Also launched in waves, the slated for Fall
segment of toy products, which com- initial test market launch in the USA 2008, with unique
bines both offline and online play with in Fall 2007 was sold out immediately, codes that unlock
computer-connected toys is explod- proving that word-of-mouth viral exclusive play fea-
ing across the USA. The NPD Group, marketing among kids is still a very tures, gaming op-
Inc has begun to track this fast-grow- strong component to kids marketing tions and acces-
ing segment of the industry, across programs. sories online. The
multiple categories that now include Neopets: Both boys and girls have Fall 2008 online
plush, fashion dolls, construction toys, been involved with Neopets online extension allows
urban vinyl collectible action figures, for over a decade. In 2008, Jakks-Pa- kids to chat on-
vehicles, and trading cards for girls cific brings the online world to life in line with other players and engage
and boys. a new completely interactive way with in multiplayer games, enhancing the
The newly named “Connected Play” offline plush pets, that link kids to the overall gaming experience.
segment topped US $300 Million in newly enhanced online world of play Me2 (aka My Electronic Double): This
annual sales during 2007, and is defi- with secret codes. Highly collectible, new handheld and online game by
nitely a growth segment that will con- and affordable pets will be introduced iToys marries parents’ desire for kids
tinue to evolve in 2008. Some notable into the marketplace in numerous to engage in active play with kids’ de-
new trends in this segment include: waves throughout the year, to keep sire to play online. To play, kids wear
Barbie iDesign: This interactive fashion the excitement level high for this al- the sleek pedometer-like device to
designer play studio by Mattel com- ready popular online brand. gain PowerPoints, which are earned
bines transparent collectable fashion Tamgotchi Connection 5.0 Familitchi: by active exercise. The device can
Reyne Rice is a
cards, a USB-connected scanner and Kids can now learn family values as then be linked to a vibrant 360-de-
seasoned toy industry
professional with over
a CD-Rom based game that involves they literally raise multiple genera- gree online world, where kids create
25 years’ experience
girls in multiple levels of play. Girls are tions of characters in one toy. Once their personal avatars and engage in
in marketing, research
actively engaged in designing fashion a Tamagotchi character reaches adult- varied skill level play environments
and analysing the toy
wardrobes, creating runway shows, hood, the virtual pet can then be con- and games. Once the PowerPoints are
industry. She works with
and even designing fashion magazines nected with a compatible friend to depleted, kids must actively engage the Toy Industry
on the computer. Additional game op- create successive generations for kids in more exercise to re-build their Association as their Toy
tions can be played online and offline to care for, for a richer clan experi- PowerPoint score. This multiple level
Trend Specialist. For
with the unique trading cards, and ence. The enhanced website also of- product also challenges kids skills
further information visit
other features included in the soft- fers new pavilions and play options for using various activity measurements
www.toyassociation.org
ware. these new families. such as intelligence, strength, agility,
Techno Source Disney Fairies Clickables: Hot Wheels Turbo-Drive: Celebrating speed and luck.
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