TOY TALK TOYTALK
This month, we get intimate with the Golden Bear product development team, school kids solve Rubik’s Cubes much quicker than we can, and Vivid interviews Mind Candy
TAG-TEAM INTERVIEW Nick Austin,
Chairman and co-founder, Vivid
Vs
Nick: Moshi Monsters is a massive success story in many markets. What’s next? Darran: The key is to retain the brand’s number one spot, grow the UK success and build internationally. The US is a key focus this
year, we have a major promotional partner, solid retail, publishing and new launches through 2013. We will also be expanding our mobile [offering]. Moshi Monsters and Mind Candy have been slightly late to the mobile party, but we are betting big and have both internal and external experts working initiatives into this platform. The key launches with Japanese partner Gree and Mind Candy’s own development are allowing fans to access Moshi Monsters on a tablet or mobile device. It’s a game changer in our evolution.
How do you see children’s entertainment developing in the next five years? The way children consume entertainment has changed, children are spending more time online and on mobile. There is a wave of brand development and consumer
72 December/January Darran Garnham,
Chief business development officer and chief licensing officer, Mind Candy
Vivid’s chairman Nick Austin puts Mind Candy’s Darran Garnham in the hot seat this month and asks him about the success of Moshi Monsters and what’s next for the company
product programmes coming from digital platforms. We will see some great long-term brands established, those with story, character and depth – everything the greats like Jim Henson and Disney have taught us. Others will burn bright and die fast. One of the key shifts is the
retailers’ trust in digital. Digital can sell! When I first pitched Moshi Monsters I experienced strong resistance from retail as we didn’t have TV or film, but as the brand began to perform we gained buyer trust and now have significant long- term partnerships with the biggest global retailers.
You talk about your ambition for Mind Candy to be the next Disney yet you only have one brand so far… It is possible to build fortunes and become a global powerhouse with a limited brand portfolio. Sanrio have built a $4 billion business for Hello Kitty. Disney built their foundations on Mickey Mouse. Moshi Monsters will always be our mouse. Mind Candy have some incredible plans for the Moshi Monster’s franchise, from building out key characters into hero brands,
reaching more boys and expanding into new platforms. We also have some exciting
new non-Monster IP in development.
What would be the one key message you’d like to impart to UK toy retailers right now? Moshi is more than just a collectable; it’s more than a fad. The brand is almost five years old and our consumer base continues to grow. The digital space and offerings will expand. We will see more and more app and online games. However, while volume of
traffic and number of downloads is impressive, the key thing is loyal and involved users. At Mind Candy we pride ourselves on engaging entertainment and high quality product. If we keep getting this right then our traffic will remain engaged. We have achieved the UK’s first number one homegrown digital brand, this is something we are extremely proud of and plan to retain and replicate.
Who are you interviewing next month? Chris Rodman, Topps Europe’s group MD.
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TEAM OF THE MONTH Golden Bear - Product Development Team
Who’s in the team? Christine Nicholls, Product Development & Marketing Director; Alison Pilgrim, Senior Licensing & Brand Development Manager; Chris Marsden, Dave Mapp, Melanie France, Joe Wheway and Rosie Demet (product managers); Sam Spilsbury and Kirsty Thomas (graphic designers); Gareth Lloyd (costings); Barbara Haftkowycz, Julie Jones, Helen Remiarz and Jeanette Stanton (product design); and Rachel Edge (marketing).
What have been the team’s biggest successes ? The Go MINI collection with BMW has been a real landmark, as we developed from scratch a new product range for children that’s inspired by an adult brand. Working on Something Specialhas also been incredibly rewarding.
What are you working on? It would be easier to say what aren't we working on! One particular favourite is Dennis the Menace.
Hardest part of the job? As with all companies keeping things fresh, feature
filled and at price points that the market will allow is always a challenge, as is being first to market with our original ideas.
Who's the joker? We certainly have our own Dennis’ in the company, and the team on the whole have become quite the pranksters, some would say all in the name of product development. But watch out for that Sam Spilsbury, he’s always around when one of the team is having their leg pulled.
Who makes the most tea? Of course we elect people to make tea based on our classic ‘Tea Tray Challenge’ … not only do we get to learn interesting facts but it can be quite physical. Let me ask you – how many Argos catalogues can you balance on your head? We all do our fair share, but Rosie drinks more tea than the others.
Tell us a secret about a member of the team…. One of the members has seen Dot Cotton in her underwear on more than one occasion in her former job role...
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