Firm to handle toy range outside of UK and Japan First products launch in 2013... by Samantha Loveday
HIT ENTERTAINMENT is to work with Fisher-Price on the global master toy range for Mike the Knight. The deal – which was revealed at Licensing International last month – excludes the UK, for which Character Options holds the rights, and Japan. Products will arrive in categories such as role-play, play-sets, plush, figures and pre-school toys, with the first items due to launch around the world in autumn 2013. “Following a successful broadcast premiere around the world, we are thrilled to launch Mike the Knight toys with Fisher-Price next year for our newest member of the Hit portfolio,” said Pam Westman, regional head, The Americas, Hit. “Mike the Knight has captured the imaginations of boys and girls alike with its enriching story lines about missions, castles, dragons and adventures, and Fisher-Price’s expertise in creating high quality toys
will enhance the Mike the Knight play experience for children around the world,” she continued. David Allmark, EVP of Fisher- Price Brands at Mattel, added: “We have great enthusiasm for the Mike the Knight property and are excited to
introduce the first toys to the character’s growing fan base. The series will come to life in a charming line-up, aided by some ingenious little surprises that we’ll reveal during Toy Fair 2013.”
Hit Entertainment: 020 7554 3682
Mattel’s Vegas showcase reveals lifestyle plans Barbie, Hot Wheels and Fisher-Price all expanding into new categories...
MATTEL CONTINUED to show how its brands are expanding from the toy aisles into new lifestyle categories at Licensing International. US initiatives were revealed for properties including Barbie, Monster High, Hot Wheels and Fisher-Price during the three-day show, across apparel, accessories, publishing, sporting goods, home goods and personal care.
A major highlight came when Mattel revealed it is to partner with
Saban Brands to produce a line of Power Rangers-inspired Hot Wheels vehicles, due to launch in 2013. To celebrate 50 years of Barbie publishing, Random House Children’s Books will produce two vintage replicas of the original Barbie stories and art from 1962, while new trikes and bikes for Barbie and Hot Wheels are planned from Kent International and Dynacraft. “Extending our intellectual property to build lifestyle brands
continues to be a key focus for us,” explained Rosa Zeegers, SVP, Mattel Global Consumer Products Licensing. “We are able to capture the magical and emotional connection children and adults feel with our brands to offer new ways to play with relevant branded experiences unique to each market.”