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LICENSINGNEWS 69


Pink Chillies buoyant after License This win


Fledgling company keen to explore new toy opportunities after winning BLE prize by Lewis Tyler


PINK CHILLIES is looking to work with toy partners after its triumph in Brand Licensing Europe’s Dragons Den-style contest License This. The brand is born out of a love of elephants and features a collection of elephant characters and their friends. This past year Pink Chillies has been selling its products – plush toys, stationery, fashion accessories and more – via its own website. Now, the company is looking to grow through licensing before BLE 2013, where it will take up a free stand as winner of the competition. “We are keen to expand the range


and explore opportunities that may present themselves through licensing,” director Suzanne Till told ToyNews. “We can see figures and play-sets working well and there’s


represent a different animal charity or cause. Ten per cent of profits are donated to wildlife charities. Till explained: “We wanted [the brand] to be fresh and versatile and are excited about the possibilities that may now be open. We’ve got a few ideas about what we’d like to do from here. One of the priorities is finalising our new characters. We’ve also talked about animation, applications and so on.”


huge scope in games ranging from traditional board games and jigsaws to electronic and new media, as these give our brand a greater platform to tell our story.” Till and the Pink Chillies team had licensing in mind when creating the characters – which are a mix of simple line art with vibrant colours and exotic symbols that each


Shopping4Fans a “great opportunity” for toy licensees


A NEW internet shopping club for fans of brands reckons it can provide an outlet for toy companies’ unsold licensed product. Shopping4Fans is a members-only website which plans to run online shopping events offering consumers up to 80 per cent off their favourite branded merchandise. It’s a proven model which has been a success in other sectors, with Vente Privée being the best example in the fashion business. That website pushed its revenues past €1 billion this year.


“We’re addressing a major problem in the licensing industry,” said Patrick Ashworth, CEO of Shopping4Fans. He went on to explain that currently there are next to no outlets available for unwanted, unsold licensed toys. Huge discounting is always a last resort – but this can devalue the reputation of brands and licensees. With Shopping4Fans’ behind closed doors members-only setup, this is not a problem. Ashworth commented: “By resorting to discounting, companies annoy their consumer base who are saying: ‘A month ago I bought this for full price, now it’s being sold for 75 per cent off.’ “It’s much better for them to sell with us than devaluing their brand. It is a very controlled distribution channel for toy companies with overstock,” he said. Shopping4Fans: 020 3 544 3109


So what was it about the property that helped it win?


“It may have been the fact that we have such bright and strong designs combined with a fresh idea,” said Till. “It would be nice to think that giving something back will have made a difference. This forms the heart and soul of our brand.” Pink Chillies: 01273 454422


NPD reveals


top properties THE NPD Group has listed 2012’s top selling licences and categories. The top five licences for August year to date, in European toy sales, are Star Wars (3.1 per cent of European sales), Playmobil (2.9 per cent), Cars (2.3 per cent), Barbie (1.7 per cent) and Hello Kitty (1.6 per cent). In terms of the fastest growing licences, Spider-Man is number one (with a 32 per cent year-on-year increase), while Moshi Monsters is number two (with a 28 per cent rise). The biggest toy category movers


YOY include building sets up 21 per cent in the UK and 18 per cent in Europe and dolls, up 20 per cent in the UK and 11 per cent in Europe. The licensed toy market in the UK is up seven per cent YOY overall. This can be attributed to Moshi Monsters. The market would have dropped one per cent without it. NPD: 01932 355580


IN BRIEF TOMY CATCHES


POKÉMON EXCLUSIVE Tomy has signed a deal with The Pokémon Company International which sees it become the global master toy licensee outside of Asia. The firm will be the exclusive licensee and distributor for Pokémon figures, accessories, plush and more, from 2013. It will also produce toys to complement the latest pair of video games, Pokémon Black 2 and Pokémon White 2. Tomy: 020 8722 7300


TOPPS EUROPE SIGNS


DOCTOR WHO Topps Europe has partnered with BBC Worldwide to produce a new Doctor Who Trading Card Game. The product is due to hit shelves next year, and will include all the key characters and images from the last seven years of Doctor Who, including the latest series. In addition, to celebrate the 50th anniversary of Doctor Who in 2013, Topps will be producing an authentic memorabilia line. Topps Europe: 01908 800 100


MY LITTLE PONY LINES


TO GALLOP INTO RETAIL Hasbro and its European licensees will launch more than 100 new My Little Pony licensed products in 2012. New product ranges will launch in spring across apparel, accessories, home décor, art and crafts, gifts, publishing, food and beverage, party and stationery, healthcare and beauty and outdoor. On top of this, major retailers including Toys R Us, Argos and Selfridges have signed up to create dedicated My Little Pony themed in-store destinations, as well as pop-up boutiques. Hasbro: 020 8569 1234


LISLE GETS MASHA AND


THE BEAR IN THE UK Ink has appointed Lisle International to lead the UK licensing programme for Masha and the Bear. The CG-animated show is a hot property in Europe, where there are over 400 licensed products in the marketplace. It’s currently being adapted for the UK. Lisle has said Masha and the Bear will “become an inspired part” of its portfolio and the agent is ready to talk with prospective licensees. Gayle Tarrant from Lisle said: “We are delighted to be working so closely with Ink and Masha and The Bear. The episodes that make up the TV series are truly inspirational, funny and heart-warming. We look forward to speaking with prospective partners.” Lisle International: 01937 586237


NOVEMBER 2012


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