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4 NEWS Birds get Angry at fake toys


Rovio Entertainment teams with IP Crime Unit to launch high profile anti-counterfeiting programme across Europe by Dominic Sacco


ANGRY BIRDS creator Rovio has green-lit an operation that could prevent millions of pounds worth of fake toys entering the market. It has hired the UK-based IP Crime Unit, which will work with customs, police and Trading Standards, to launch a Europe-wide anti-counterfeiting programme with immediate effect.


The IP Crime Unit works with a variety of major brand holders including Calvin Klein, L’Oreal, Manchester City FC, Canada Goose, Lancome and Fred Perry among others.


The company claims to have seized around £250 million worth of counterfeit products to date.


IP Crime Unit director Tim Mascall


explained to ToyNews: “We work very closely with the law enforcement community across Europe and, importantly, are a partner agency of the Police National Fraud Intelligence Bureau (NFIB), with whom we share and pool criminal intelligence relating to IP Crime.


Mascall wants to work closer with the toy industry, taking on counterfeiters who target big brands such as Angry Birds


“By cooperating in this way we are able to focus our efforts on identifying


the Organised Crime Groups involved at the higher levels of product counterfeiting, which invariably spill over into different areas of serious and organised criminality,” he said. Mascall got in touch with ToyNews after reading our ‘Fighting the Fakes’ special feature in the summer (ToyNews, August 2012).


Culica reveals rebrand


THE TEAM behind the unique cube game Culica, which featured on BBC TV show Dragons’ Den, has changed its name. Co-founders Chris Ollivier and James Eadon initially called the company Culica, but have renamed the company Captica in a bid to avert a mid-air branding collision with their game.


The firm says it will continue to invent new games and eventually wants to work with a large manufacturer, which has the muscle to get Captica games into players’ hands worldwide. Eadon explained to ToyNews:


“My next invention, still under wraps, is a return to my favourite realm: 3D.


NOVEMBER 2012


He says he wants to encourage more companies in the toy industry to take a harder stance against the counterfeiters.


“I have been managing anti- counterfeiting programmes for some of the world’s biggest brands for almost 25 years, and the toy industry has always struck me as one of the sectors that has a very significant counterfeiting problem, but has never had a unified approach to addressing it,” he added. “As well as the obvious detrimental effects of


counterfeiting – such as lost revenue, damage to reputation, etc – with toys there is always the insidious issue of the potential for injury to a child from a poorly made fake toy.” “We are currently working with the NFIB, looking at ways to engage with the toy industry and bring the key players together to take on the counterfeiters more effectively. “We would like to reach out to the industry and offer our support,” Mascall concluded.


IP Crime Unit: 0161 428 2288


ToyNews signs new two-year NPD deal


“True to Captica principles, the game will be ridiculously simple to learn and yet feature unique and deep gameplay. Both casual gamers and enthusiasts alike are rewarded.” Captica: 07889 181 790


TOYNEWS AND NPD have further extended their partnership. The agreement means that readers will continue to be provided with regular market research data and analysis, both in print and online. The deal includes: a monthly narrative report on latest market trends and new developments; top ten best selling items in value and units – for the month (by rank); toy market value and unit sales trend for the month; average selling price this year, versus last year for the month; and best item progression rank for the month.


“We’re delighted to have tied up a new formal partnership,” said Intent Media MD, Stuart Dinsey. “We have a commitment to key partners, such as the ABC, NPD and Good Toy Guide – providing high value content and advertiser comfort. It has been a fantastic year for ToyNews and there is more to come as we push towards the important toy trade fair period.” Intent Media: 01992 535646


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