TOTAL LICENSING
unveiling of a marketing campaign to
celebrate Barbie 50
th
birthday. The
year long campaign will include in-
teractive, online, TV sponsorship and
advertising activity. In March, Barbie’s
latest release – Barbie Thumbelina
– will debut ahead of a number of new
and updated product lines within the
Barbie sector.
On the licensing side, a further ma-
jor launch for Mattel this year will be
their new Toy Story collection which
launches in Summer through a range
of figures and vehicles to coincide
with the release of the 3D digitally re-
mastered theatrical release which hits
movie theatres in October.
in West London for 2010 – a move Tomy also debuted new products
Whilst visitor numbers at The 60th
that was welcomed by exhibitors and based on successful licenses including
Nuremberg Toy Fair which took
visitors alike. Thomas the Tank Engine, Nemo and
place at the beginning of January were
Commenting on the event in general, Teletubbies and Halsall saw the open-
down from 79,800 last year to 76,000
and the move from Excel to Olympia ing of a new permanent showroom in
this year, the organisers
in particular, Simon Pilling, Toy Fair
report a generally op-
event manager said, “Each year, the
timistic event, despite
BTHA’s goal is to provide the UK toy
the current economic
industry with a fitting showcase for
issues that are cutting
its products and an effective platform
across all markets.
for doing business. But while we can
Whilst visitors were
provide the infrastructure to make Toy
down from the Rus-
Fair happen, the atmosphere in the
sian Federation and
hall is totally reliant on our exhibitors
Baltic states, as a re-
and visitors. So, this year in particular,
sult of economies and
we want to extend a big thank you
from the UK because
to them for bringing such a buoyant
of weather conditions,
mood to the show despite the stress-
the number of buyers
es and strains of the last year. We are
from Eastern Europe
confident that the move to Olympia
grew with Bulgarian
next year will give us all something to
buyers up by 28% and
look forward to and will help to main-
those from Poland up
tain the positive buzz that is so inte- the Nuremberg Messe. Halsall have a
by 17% this year.
gral to this industry.” number of pan-European licenses now
A highlight of the event was Mattel’s
for brands including Barbie, Spiderman,
Ben 10 as well as worldwide rights for
JCB and The Simpsons and territory
specific deals for WWE, Science Mu-
seum and Dora the Explorer.
A new exhibitor this year was Gibsons
who brought a wide range of games
and jigsaws to the show including a
range of eight National Trust jigsaws
Fireman Sam was a main focal point of
the Martin Yaffe stand at Nuremberg
this year. Products included playsets
and activity sets. The company also
showcased product from their Lit-
tle Princess range, together with La-
zytown. Highlights of the spring and
summer collection included wheeled
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