SHOWS UK STRENGTH British fans continue to boost the WWE brand, with Mattel’s toy line enjoying sales growth of five per cent across the portfolio (source: NPD Action Figure Supercategory, Value, March 2012). The number four action brand (source: NPD Action Figure Standard Category, Value, March 2012) is out-performing the total action figures category and the rest of the world. New arrivals include WWE Brawlin’ Buddies, WWE High Flying Fury play-set and additions to the WWE Rumblers line. The toys will be marketing with live UK events, TV ads and activity in the boys press. Mattel: 01628 500000
HORNBY SIGNS MOSHI
MONSTERS Hornby has secured a worldwide licence with Mind Candy for the Moshi Monsters brand. Corgi will produce pin badges and die-cast vehicles, with the first series of six character badges – Katsuma, Diavlo, Furi, Poppet and Zommer – already available. The vehicles will hit retail later this year. Hornby: 01843 233500
HASBRO PARTNERS
WITH ONE DIRECTION Hasbro is to roll out a collection of toys and games based on boy band of the moment, One Direction. The line – which will include fashion dolls and mini figures of all five members – will be launched this autumn, with the exception of the UK and Ireland. Hasbro: 020 8569 1234
ROCKET SNAPS UP ERIC
CARLE RIGHTS Rocket Licensing has picked up the rights to handle The World of Eric Carle in the UK. The firm has been appointed by the global master licensing agent, The Joester Loria Group, and will focus on The Very Hungry Caterpillar. Rocket will draw on the unique style and appeal of the brand to move it into new categories. Rocket Licensing: 020 7207 6241
NCP and Jakks ramp up Winx Club assault
The pair are aiming to make Winx the hottest fashion doll line for 2012…
by Samantha Loveday
NICKELODOEN IS aiming to re- energise the Winx Club brand at retail this summer.
The firm is looking to target a wide range of sectors and categories. A key part of this will be the new toy line which is launching from global toy partner Jakks Pacific in the UK, US, Australia, Canada, New Zealand and Latin America. The line will also include play-sets, accessories, role- play, plush and dress up. A co-production with Italian studio Rainbow, all four existing series of Winx Club have been airing on Nick UK since autumn 2011, with over 1.5 million viewers having tuned in since the launch (source: BARB). Winx Club is currently airing in a weekend prime time slot of 7.30am,
with the latest slot report showing that ratings are up 158 per cent on the previous term. July sees the first Winx theatrical movie TX for Nick UK, with support including an online countdown the week leading up to the premiere, an on-air watch and win competition, plus contests across key girls’ third party platforms.
Nickelodeon is also working on a new series for autumn/winter which features CG elements. It will mark the highest ever budget invested in the Winx Club saga. “The new Winx Club toy range is beautifully designed and we cannot wait to see how our audience reacts to the new offering,” said Mark Kingston, VP consumer products UK, Australia, Russia, Israel and CEE, retail sales and trade marketing Europe. “Jakks are a brilliant global toy partner for the Winx Club franchise and their brand new line is a fantastic addition to the NCP portfolio. They have provided great retail execution and shown strong ambition to make Winx Club the hottest next fashion doll line in 2012.” NCP: 020 7478 6183