108 SHOW GUIDE SPIELWARENMESSE 2012
MATTEL
Mattel is kicking off the year with an extensive portfolio of products comprising leading core brands and licensed properties to ensure another stellar year for the toy manufacturer.
GIRLS
Barbie will continue to push boundaries in 2012 with a new brand campaign – ‘Wow, look what happens when you play with Barbie’. TV spots, real life experiences and product will work in tandem to promote the brand. Barbie starts the year with new
feature dolls including Barbie Fashion Design Studio, which allows girls to have total control over the design process. Barbie Family products will have a strong line-up including Barbie Sisters dolls and play-sets and Barbie Suds and Hugs Pups. Barbie: A Mermaid's Tale 2, coming in the spring, is an animated adventure sequel packed full of action. A strong accompanying toy range includes a surfer to mermaid transformation doll. The autumn range includes toys based on a musical Barbie movie, The Princess & The Pop Star. The range will also be extended by the brand’s most high tech fashion play offering ever.
FEBRUARY 2012
Monster High taps into the cultural phenomenon of the Twilight generation. Now a leading global girls franchise in its own right, the Monster High core doll assortment is ranked the number two fashion doll YTD (NPD Data October 2011 YTD Fashion Doll Standard Category). Children can create new characters with the Monster High Create A Monster range. During 2012, toy product will tie in with web content including Sweet 1600 Monster High Dolls and Draculaura's sweet 1600 gift; a new car.
In autumn, details of new additions to the Monster High Create A Monster range will be disclosed, as will new characters currently under wraps. New toys will see the wider world of Monster High brought to life and this will be reflected in increasing licensing partnership announcements. Polly Pocket begins the year with CGI animated content plus a destination website, all supported with marketing and PR communications. Polly will appear in a TV brand commercial for the first time in the UK, supported by digital activity to ensure a consistent presence on television and computer screens throughout the year.
Stick n play technology will create a new way for girls to play with Polly. The Polly Pocket Hangout House, where all dolls and accessories in the play-set incorporate a suction cup, allows girls freedom of play. Stick n play innovation will carry through to autumn when it will be featured in TV advertising. Tangled Ever After will also be
released in 2012. The short film picks up where the movie left off, showing the wedding of Rapunzel and Flynn. Mattel’s refreshed toy range will include Bride Rapunzel in a wedding dress and Magic Hair Rapunzel, with a new colour change feature which requires no water. Also coming later in the year is a
range of toys from Disney Pixar’s Brave, including a feature doll based on the film’s heroine Merida. Core Disney Princess dolls and play- sets continue with refreshed detailing on the Sparkle Princess collection. A range of Disney Princess Magic Clip Castles will also bring new innovation to the small doll category. Fijit Friends will remain in the spotlight throughout 2012, with the addition of Newbies. The pint-sized, singing Fijit Friends interact with one
another and unlock content in the original Fijit Friends, driving collectability, with a new range announced in autumn. Also in the Girl Tech range is Password Journal, which has a refreshed look and TV advertising support for this year.
BOYS Following the unveiling of the Hot Wheels Test Facility and the Team Hot Wheels drivers, there’s a new range of products. The Team Hot Wheels Double Dare Snare sees two drivers face-off in a driving duel, and the core Hot Wheels die-cast car line gets a makeover. The line will feature in an integrated marketing programme including TV ads. There are new additions to Wall Tracks with the launch of Demolition Drop and more news for autumn. Mattel will unveil the most technologically-advanced Hot Wheels line ever. A new launch will bring the world of Hot Wheels virtual racing to life in 3D form. Plus there’s innovation, infra-red technology and the introduction of a new R/C segment. Matchbox also gets a makeover with a
new range of ‘unstoppable’ vehicles and a new introduction that Mattel believes is bound to be big.
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