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NPD: Spend on licensed products down in the UK


New data also shows differences made by promotions and gender split on spend... by Samantha Loveday


THE UK licensed goods market has declined by 11 per cent compared to the same period last year, however it is still worth a staggering £904 million for the first half of 2011. Frédérique Tutt, toy analyst at the NPD Group, believes that the fall on spend means that 20.6 per cent of all spend on goods for children is licensed. “Since the closure of Woolworths, the licensed market is still finding its feet and the competition is fierce,” Tutt explained. “At the same time, parents want to please their children but they are tightening their belts and watching what they spend. “However, the licensed market in the UK is very dynamic and creates more licences than any other country in Europe. “It’s an area where new characters


keep coming through and there is constant innovation. For that reason


LICENSINGNEWS 77 IN BRIEF MACMILLAN PICKS UP


RASTAMOUSE Macmillan Children’s Books has acquired the publishing rights to Rastamouse from DHX Media. The company will begin work on a wide range of products featuring the character including storybooks, sound books, graphic novels, annuals and e-books. The first of these will launch in the UK in spring 2012. Macmillan: 020 7014 6000


MEGA BRANDS SIGNS


MOSHI MONSTERS After striking a multi-year agreement with Mind Candy, Mega Brands will launch three new Moshi Monsters lines in time for Christmas. These are Mega Bloks in construction, Mega Puzzles in games and Color Blanks in arts and crafts. Mega Brands: 01844 350033


we remain confident that the kids licensing industry will pull it through.” Other insights from NPD’s License


Tracker research (for January to June 2011) showed that promotions have played a more important role in the sector this year, increasing from 29.1 per cent of all licensed sales in 2010 to 30.7 per cent for the first half of 2011. This was particularly evident for online, where sales without a


discount were down 19 per cent, while those offering discounts were up by three per cent.


There are also gender differences when it comes to buying licensed product. Men are keener on licensed goods than women (22 per cent and 19 per cent of spend respectively) and the average price paid by men is 14 per cent higher than women. NPD Group: 01932 355580


Hasbro ramps up its licensing drive Deals inked with Universal Cycles, Worlds Apart and Character World for key brands...


by Samantha Loveday


A TRIO of new signings have given Hasbro’s brands a boost in sectors outside of the traditional toy arena. Universal Cycles will create skates,


bikes, helmets and other accessories based on Nerf. The new outdoor items will expand the current line, which includes Nerf skateboards and scooters. They will be sold exclusively in Toys R Us in Pan European markets. In addition, Worlds Apart will produce branded home and outdoor items including beds, lighting, sofas, play tunnels, tents and a Go Glow range. The first wave is due to hit retail from spring 2012, with brands including Littlest Pet Shop, My Little Pony, Nerf and Transformers.


“Worlds Apart has an outstanding reputation for delivering spectacular products that resonate and become ‘must haves’ with consumers,” said James Walker, VP of brand licensing and publishing for EMEA at Hasbro. Lucy Wynn-Jones at Worlds Apart, added: “We are delighted to be working with Hasbro on such a


strong franchise portfolio with exciting content and activity supporting the brands.” Finally, Character World will be developing branded bedding and textiles in the UK and Ireland, with initial focus on My Little Pony and Transformers Prime in early 2012. Hasbro: 020 8569 1234


VTECH EXTENDS HELLO


KITTY LICENCE VTech has agreed a two-year extension to its current Hello Kitty deal with Sanrio. The character will now star on VTech’s pre-school electronic learning platforms – including the InnoTab – as part of the new agreement. VTech: 01235 555545


ZHUZHU PETS GROWS WITH


INSPIRATION WORKS The popular ZhuZhu Pets brand is moving into the electronic toys and children’s handheld console sectors, after Lisle International Licensing sealed a deal with Inspiration Works. Products will begin to roll out to retail in 2012. Inspiration Works: 0870 898 8923


TCNE BECOMES EXCLUSIVE


REDAKAI AGENT Turner CN Enterprises has been appointed the exclusive licensing agent for Zodiak’s boys trading game, Redakai. The deal will see the firm represent the brand across Europe (excluding France), Middle East and Africa, with plans to licence the game for all non-toy related categories across EMEA. TCNE: 020 7693 1000


BBC WORLDWIDE NAMES


Nerf will expand into the outdoor arena following a deal with Universal Cycles


DEADLY 60 MASTER TOY BBC Worldwide has awarded Character Options the master toy licence for its popular Deadly 60 wildlife show. The firm will develop toys and games related to the show over a two-year period. BBC Worldwide: 020 7612 3000


NOVEMBER 2011


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