86 LICENSINGNEWS
IN BRIEF BEN 10 OMNIVERSE
STORMS INTO RETAIL Toys R Us, The Entertainer, Smyths, Argos, Hamleys and Toymaster have all unveiled high profile activity to help celebrate the launch of Bandai’s new Ben 10: Omniverse toy line. Promotions, offers, window displays and costume experiences are planned in one of Turner’s largest retail initiatives to date. TCNE: 020 7693 1000
TREE TWO TOM
CBeebies has commissioned a second series of pre-school action adventure Tree Fu Tomto air in 2013. FremantleMedia Enterprises has also sold the series to broadcasters in France, Australia/New Zealand, Israel, Eastern Europe, Korea, Brunei and throughout Latin America. Giochi Preziosi has the master toy rights for Tree Fu Tom. FME: 020 7691 6000
TOMY LAUNCHES NEW
CHUGGINGTON TRACK Tomy’s Stack Track system for Chuggington Die-cast is due to launch in the UK and Europe next spring/summer 2013. It features collectable engines, track packs and play-sets, enabling children to build elevated layouts. Tomy’s Chuggington range has been a huge success worldwide with over 15 million trains sold within 18 months of launch. Tomy: 020 8722 7300
VIVID SIGNS CANIMALS Aardman Rights has secured Vivid Imaginations as the master toy partner for the UK and Eire for Canimals. Vivid will be marketing and distributing the existing Voozclub plush lines, along with new collectable figurines, from spring/summer 2013. Vivid: 01483 449944
GOLDEN BEAR RENEWS JCB DEAL
Golden Bear has inked a new agreement with construction giant JCB for a further five years. The global deal covers a wide range of play-sets, vehicles, early learning, bath play and puzzles under its My 1st JCB brand. Golden Bear: 01952 608 308
SOMETHING SPECIAL
DRIVE KICKS OFF BBC Worldwide has revealed the first licensing partners for its pre-school show, Something Special. Golden Bear is on board as master toy, Meanwhile, Jumbo will be producing a collection of puzzles. BBC Worldwide: 020 7612 3000
OCTOBER 2012
Rubie’s TV ad ‘will reach 80% of girls’
Plus, almost one million boys will watch the spot for superhero costumes. by Dominic Sacco
DRESS-UP expert Rubie’s is planning a massive Christmas marketing campaign for its Marvel and Disney Princess products. The distributor and manufacturer’s TV campaign for Disney Princess promises to reach 80 per cent of girls aged four to nine.
The ad goes live from October to early December and it will be aired on Nickelodeon, Nick Jr, CITV and more. Girls will see it an average of 12 times during the period, or a total of 1.65 million girls in the UK. Plus, it will also reach 60 per cent of all housewives and mothers of the girls. Rubie’s says every mum will see the
advert seven times on average. Rubie’s has also created an ad for Spider-Man and Avengers costumes for boys, which will also go live from October to early December. The campaign will reach 40 per cent of all boys, aged four to nine, on an average three times during this period – almost one million boys in
‘RC-D2’ helps Bladez go global by Lewis Tyler
THE SUCCESS of Bladez Toys’ R/C inflatable R2-D2 has helped the company become a global player in the toy business. The Star Wars toy captures the character of Luke Skywalker’s plucky sidekick in a 65cm inflatable package. A stand out item
from Toy Fair earlier this year, it has gone on to be a sell out and a Mark II is already in the works. “Our focus has always been to
expand internationally through innovative products,” MD Iain Morgan (pictured) explained to ToyNews. “The Star Wars project has given us the platform to show the world our products and distribute on a global scale.”
Bladez is now working with retailers and distributors in the US, Europe, United Arab Emirates, Australia and Japan. In the UK, Bladez has sold through all of its
2012 stock, with the toy to be available at Toymaster retailers, The Entertainer, Smyths, Harrods, Modelzone and more. Morgan said: “We are very satisfied with the project as a whole. We hope all our retail partners have strong sales over the Christmas period. “We plan to build on the success
and expand to additional territories in Asia, Africa and South America.” Next year, R2-D2 versions will feature the droid’s signature sound effects, while other Star Wars characters will also be added. Bladez Toys: 02392 658 255
the UK overall. One fifth of all housewives with children will also see the advert twice on average during the timeframe. Both TV ads will be supported by
Rubie’s existing microsites for Disney, as well as a brand new Marvel Superhero site. The campaign will deliver an additional 60,000 visitors to the Disney website and over 7,000 to the Marvel site.
Holly Oldham, media and licensing manager, told ToyNews: “Although we have TV advertised in previous years, we have never done it quite on this scale before. These two fantastic TV adverts really bring the Disney and Marvel dress-up to life.” Rubie’s: 07771 534 985
ITV readies line-up for BLE
ITV STUDIOS Global
Entertainment is looking forward to a successful Brand Licensing Europe where it will be profiling a mix of classic and new properties. The Classic Thunderbirds brand will line up alongside 80 year-old Babar, with both already well established within the toy space. A highlight on the stand will be Matt Hatter Chronicles, which ITVS GE represents in the UK, Eire, Australia and New Zealand. ZeptoLab’s Cut the Rope will also have a major presence on the stand. Jean-Philippe Randisi, EVP consumer products, said: “With a new stand and a dynamic licensing- savvy team – backed by some quite incredible brands – we are looking forward to a very successful BLE.” ITVS GE: 020 7157 6176
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