Mind Candy eyes Latin America, shuffles management and prepares brand extension Sales rise expected… by Dominic Sacco
MOSHI MONSTERS is a true UK success story and now the firm behind it wants to become a global force. Mind Candy is expanding into territories like Latin America, Spain and Asia, hiring new management and developing fresh franchises, while looking to other giants for inspiration. “If you look at the growth of the company, it’s just been an explosion,” said Darran Garnham, Mind Candy’s chief business development officer and chief licensing officer. “The consumer products and licensing team has gone from two or three of us this time last year, to 14 of us, with offices in London, New York and Los Angeles.
GREAT MINDS: Garnham (left) and Ferguson (right) will grow the Moshi brand worldwide…
“In the atrium at Pixar, you look around and see Cars, Toy Story, all these brands. That’s what we want to become – a firm that has franchises. “Moshi is our Mickey Mouse but it is important to have other brands.
Mattel launches game campaign
SCRABBLE AND Uno supplier Mattel has launched its largest marketing campaign for games. The firm told ToyNews its games portfolio will benefit from increased marketing support throughout the year including incremental TV spots, tactical sampling and PR to keep its best-loved brands ‘front of mind and drive awareness of new launches’. It has a wide range of games such as Scrabble, Pictionary, Uno, Loopz Shifter, Phase 10 and app-based titles like Fruit Ninja Slice of Life. Mattel’s boys marketing manager, Jonathan Kirkley, said: “2012 will see
When I joined we were a digital online gaming company, but we’re developing into an entertainment company.” Garnham hinted at the fresh brand
extension which will target boys, be ‘more action-packed’, and ‘go into a
tried and tested toyetic space’. It’s due to launch at the end of this year, with consumer products planned for 2014. Mind Candy will shortly move to a bigger office in the UK. It has hired Sam Ferguson as senior consumer products manager (see page 18 for info). This will allow Garnham to focus on emerging markets like the US, Canada, Latin America and Asia. “When we launch into Asia, which will be in the next 12 to 18 months, it’s about finding local partners to bring Moshi in and build a brand thinking locally,” said Garnham. The firm anticipates its 2011 gross retail sales of $100 million will rise again this year. It has a whole host of consumer products licensees. Mind Candy: 020 7501 1900
Nürnberg eyes UK visitor rise WITH UK visitors to the 2012
Nürnberg Toy Fair up almost ten per cent year-on-year, early signs indicate this figure will rise again in 2013. The overall number of British
the biggest ever Mattel Games marketing campaign. We’ve developed a strategic programme that will demonstrate to mums how Mattel’s games can be a part of contemporary family life.” Mattel: 01628 500 000
exhibitors is also likely to increase. 20 new UK companies have booked space independently, while there are also new names in the British Pavilion, which is organised by the Birmingham Chamber of Commerce. Entrance tickets can be purchased from October 15th, all of which include free travel on all Nürnberg public transport. Day tickets cost €17 and season tickets €35 in advance.
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The 2013 show will take place from January 30th to February 4th. Travel and accommodation
packages are available by calling Dertour on 0203 131 3264 or Baxter Hoare Travel on 020 7407 5492. PattExpo: 020 8332 0412