Fresh out of Brand Licensing Europe, where it had two of the most talked about brands of the show in Matt Hatter Chronicles and Cut the Rope, ITVS GE – or ITV Studios Global Entertainment to give it the full moniker – is on the cusp of making a strong impact in the toy space in 2013. Samantha Loveday reports
Matt Hatter Chronicles, Cut the Rope, Thunderbirds and Babar can all enjoy success in the toy arena, ITVS GE believes
“WE HAVE had a fantastic time at ITV during the last 12 months,” Trudi Hayward, SVP, global head of merchandise at ITV Studios Global Entertainment tells ToyNews. “We have reshaped the business and built a brand new, very experienced team of well-known industry professionals with over 100 years of licensing experience between us.” While it’s fair to say the last few years have seen a period of churn at the firm, it now has the headcount and the properties to make an impact once again. The process began with the arrival of Jean-Philippe Randisi from Nickelodeon in January 2011, followed by Hayward in January 2012, while the latest signing is the popular Maggy Harris as head of brand marketing.
There are now five people in the merchandising and licensing team, and a further five in the brand marketing team, working on properties as varied as Thunderbirds and Babar, to the hotly tipped Cut the Rope and Platinum Films’ Matt Hatter Chronicles.
NOVEMBER 2012
“We are absolutely in a strong position in the toy space going forward,” Hayward continues. “All of our portfolio resonates with kids and their play patterns and our strategy is to have a much bigger presence in the key toy category going forward.” Vivid Imaginations has recently been signed as the master toy partner for Cut the Rope, while Mattel and
very different product ranges on offer for each. Thunderbirds is one to watch in 2015.” In particular, Matt Hatter
Chronicles was one of the stand out properties from last month’s Brand Licensing Europe and has attracted a lot of attention from toy firms. “Matt Hatter is unique, both in terms of its quality and the inclusion of brilliant
We are absolutely in a strong position in the toy space going forward. We are looking to have a much
bigger presence. Trudi Hayward, ITVS GE
Hasbro are on board in periphery toy categories. ITVS GE is also close to signing deals for Thunderbirds and Babar in the category.
Hayward says: “Cut the Rope, Matt
Hatter and Babar are the brands to watch next year as product roles out into the market. “All three brands target a different consumer and different ages, with
3D animation,” Hayward points out. “It is deliberately ‘movie’ in style and quality, originating as it does from Pinewood-based Platinum Films. It boasts one of the best mix of broadcast platforms, with both Nickelodeon and ITV on board in the UK. “Next spring will see the launch of the sticker collection from Topps to
get the playground buzz going with kids, closely followed by DVD and magazines (Titan), then other publishing formats. Other categories will follow in autumn/winter 2013.” Hayward and the team at ITVS GE are confident that Matt Hatter will fill the gap in the four to seven year age range: “There are very few other boys action properties dominating this space right now.” Platinum Films is also convinced it has a hit on its hands. The firm – headed up by CEO Nigel Stone – invested in a fully interactive website, phase one of which was launched last month and received 50,000 hits in its debut weekend. Phase two of the site will be tied into the roll out of the 2013 M&L programme. Back to 2012 though, and Hayward has clear aims for what she would like to achieve by the end of this year in the toy space. “In 2012 it is about establishing the Hasbro and Mattel products as a ‘must-have’ for Cut the Rope, making way for the Vivid master toy line and periphery toy partners launching from Easter 2013.”