Disney: ‘More of our digital brands will spawn toys’
by Dominic Sacco “It’s new for us to have licensing driven from an app,” says Anna Chapman...
MORE DIGITAL Disney brands like Where’s My Water? are to get their own licensing programmes. Disney’s EMEA VP of toys and stationery Anna Chapman says the success of its 69p app game will pave the way for more toys and consumer products inspired by the company’s digital properties, as well as traditional movies.
“Where’s My Water? has been an outstanding success and now we have a whole merchandising range programme behind the app,” she explained to ToyNews. “So that’s quite new for Disney to have consumer product and licensing driven from an app, and it’s the first time that Disney’s created a character through a digital launch. “Normally what happens is when
it’s a movie, there’s traditionally licensing product, then an app or a game is a spun-off from it. But what we’ve seen this time is that an app has generated the character, and then we’re licensing that out with great success.” Where’s My Water? took the number one app chart spot in over 80 countries after it launched last year. It features a 2D cartoon Swampy the Alligator character which has since been brought to life as a physical product. Jakks Pacific is producing a licensed toy line which includes
plush toys and figurines. Chapman hinted to ToyNews that more brand new digital Disney properties will arrive with their own licensing programmes over the coming years. But she added that it’s not as simple as making a new IP and signing licensees. “Club Penguin was a website phenomenon and we have a full range of toy merchandising that has spun off from that,” she said. “But you have to be careful about what the merchandise is, and keep the line tight and appropriate.” DCP: 020 8222 1000
Star Cutouts feels the Force by Samantha Loveday
LICENSED CARDBOARD cut-outs manufacturer, Star Cutouts has rolled out a new Star Wars range – including a special release from The Empire Strikes Back.
The firm has realised the AT-AT
Walker as a cut out for the first time. Measuring 197cm high, it will be included in the first set of releases featuring characters from the movie
– with Darth Vader, Darth Maul and Obi Wan Kenobi to follow.
Other characters joining the range at a later date will be Stormtroopers, Boba Fett, droids R2-D2 and C-3PO, Princess Leia and Yoda. “We are really thrilled to announce the addition of Star Wars to our licensed brands,” said Ian Ravey, MD of Star Cutouts. “This now assures our customers that as a manufacturer we can guarantee supply of these life- size characters from Star Wars.” Star Cutouts: 0161 344 5839
TOP LICENSED TOYS JULY 2012 Ranked by value
1. Team GB Minifigures...................................Lego 2. Moshi Monsters Moshling Figures ............Vivid 3. Moshi Monsters Blind Bag Assortment.....Vivid 4. Olympic 20cm Plush Wenlock........Golden Bear 5. Spider-man Mission Action Assortment.Hasbro 6. Amazing Spider-man Shot Web Blaster.Hasbro 7. Cars 2 Character Assortment...................Mattel 8. Star Wars 2012 LPP.....................................Lego 9. Ben 10 10cm Figures Alien Assortment...Bandai 10. 25cm Union Jack Wenlock............Golden Bear