www.toynews-online.biz MY TOY FAIR
Kay Green, UK Marketing Director
Favourite part? Feeling the buzz of a busy stand
Worst part? Five minutes before it opens.
Early night or drinks after the show?
Drinks after the show.... but not too many.
Hangover tip? Make sure that someone else is worse than you.
Best place to take clients? Their favourite place.
Flats or heels? Definitely heels.
Best toy fair memory? A snowy 2005 when Hasbro had a winning streak at the awards.
HASBRO
From toys to games, to television programming and motion pictures, video games and publishing to comprehensive licensing programmes, Hasbro strives to delight its partners through the strategic leveraging of its brands. As part of its ‘Branded Play’ vision,
Hasbro looks to provide strong marketing programmes and cohesive brand statements that translate across categories and products to unlock opportunities for its retail partners. Playskool products are designed to help them grow, develop and learn. Mr Potato Head, Sesame Street and Playskool Poppin Park lead the PlaySkool gang. Product highlights for 2012 include: Rocktivity, a new segment launch with a wide range of activity including Mum’s directed TV and social media; Poppin Park, with four new product launches all TV supported throughout 2012; Playskool Heroes including Spiderman, Marvel Super hero Squad and Transformers toys and Mr Potato Head, who marks his 60th birthday with special celebrations. For kids aged two to six, Play-doh is the brand that aims to provide fun, hands-on creative exploration. 2012 will see the launch of a new ‘Sweet Shoppe’ segment, which will be supported by TV advertising. This will be followed by two more new segments in autumn/winter: Digging Rigs and Disney Princess.
In 2012, My Little Pony will embark upon new adventures as the second series arrives on TV screens. Product highlights include the Friendship Express train set, launching in
spring/summer and in autumn/winter the Princess feature Pony and Hero Playset. Hasbro will support My Little Pony with extensive marketing throughout 2012, including TV, online, print and social media activity while the publishing programme includes a monthly magazine in 20 countries and over 50 new book titles across Europe.
With over 325 million pets sold since 2005, the Littlest Pet Shop brand is designed to provide girls with a world of on-trend pets that allow them to feel unique based upon their collection choices. New Pet collections include Walking, Cuddlies and Mummy and Babies. Also launching in 2012 is a new electronics range as well as outdoor, BTS, partyware, furniture and lighting. Littlest Pet Shop will is supported by a publishing programme including monthly magazines in 25 countries and over 60 new book titles. Nerf, one of Hasbro’s fastest growing brands, was the number one toy
brand in sports activities and Games category in 2011, according to the NPD.
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An outdoor wheeled goods range including bikes, skateboards and scooters launched towards the end of 2011 and Nerf will continue to expand into new categories with accessories, apparel and sporting goods planned launch for launch in spring/summer. Significant TV, online and event marketing support will include: TV advertising throughout the season, a TV network sponsorship programme, in- store events. A Dart Tag World Championship and tour will also take place in 2012. Transformers is a toy brand turned into a $1 billion dollar entertainment franchise. The latest film, Transformers: Dark of the Moon, is ranked number four in the all time box office chart. New products launching in spring/summer 2012 include apparel and dress up, furniture, lighting and outdoor toys, including bikes. A fresh Transformers Prime toy line will be launching in March, supported by TV advertising. The Transformers sticker collection by Panini will continue into 2012, as will the
Transformers Prime magazine. Foye Pascoe, Hasbro country manager for UK & Ireland, says: “I am
very proud of all that we have achieved together in 2011 and would like to thank all of our retail and licensing partners for their support during the year. Branded play will continue to be a focus for us going forward as we continue to maximise our brands potential with our consumers.”
FEBRUARY 2012
SHOW GUIDE TOY FAIR 2012 145
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