As the Hedgehog’s popularity soars Sega looks to spin the star into more toy categories Sonic can become an evergreen
by Lewis Tyler
BRAND SONIC is looking to hit top speed this year. The character’s multi- generational appeal helped Sega to strong sales at the UK’s leading toy retailers. Toys R Us has moved to expand its Sonic offering by 30 per cent while the video game star is also up and running in The Entertainer and Smyths.
Sissel Henno, head of brand licensing for Europe at Sega told ToyNews: “We’ve had a really positive start. The Entertainer and Smyths both reported really good results as soon as they launched and re- ordered straight away.” A key toy development was the addition of a construction line from
A toy partnership with Meccano was one of Sonic’s 2012 highlights
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Meccano, joining other toy partners Jazwares and Underground Toys. Set on signing more Sonic toy deals, Henno added: “Speed is a key component with Sonic, so I want to focus on play value around him as a fun, fast character. We’re always keen to talk to
people with creative ideas.” Contemplating Sonic’s potential to be an evergreen, Henno said: “Parents and kids know and love the character, which really helps with consumer demand and makes our job a lot easier.” Sega: 020 8996 4568
More UK cities to get a Cluedo by Dominic Sacco
NEW REGIONAL versions of classic ‘whodunit?’ board game Cluedo are on the way. The news comes after Cluedo London launched last year, priced at £24.99. Old favourites such as Miss Scarlett and Colonel Mustard were replaced by new characters like socialite Penelope Peacock and mayor Malcolm Mustard. So where will be the next editions be based? The public will decide (see ‘Cluedo 2013: The shortlist’).
IN BRIEF
REDAN ADDS SOOTY AND FRIENDS TO ITS PORTFOLIO Redan Alchemy has signed up Sooty to appear in its best selling children’s magazines, while the firm will also be exploring licensing opportunities for the classic character. Sooty, Sweep and Soo will now feature in Redan’s Fun To Learnmagazine. Sooty toys returned in 2012. Redan: 01743 364433
208 February
SCIENCE MUSEUM BOLSTERS LICENSING TEAM Science Museum Group Enterprises has hired Gemma Woodward as its new licensing manager. She joins from the Natural History Museum, where she spent four years. Prior to this, she enjoyed stints at The Licensing Company and Entertainment Rights. Science Museum: 020 7942 4317
ADVENTURE TIME PUSH UNDERWAY
Turner CN Enterprises has added five partners to the UK licensing programme for Adventure Time. These include cult entertainment megastore Forbidden Planet for gift and novelty products. Apparel, bedding, magazine and poster agreements have also been signed for the show. TCNE: 020 7693 1996
MIKE THE KNIGHT TOPS 2012 GOOGLE SEARCHES Hit Entertainment’s Mike the Knightwas the most searched for TV show on Google in 2012. More people looked for the pre-school brand online than they did Homelandand The Only Way is Essex, which were number two and three in the table respectively. Hit Entertainment: 020 7554 2560
VTECH ADDS DISNEY DIGITAL CONTENT VTech has signed a deal with Disney that will see new content arrive on the InnoTab 2 and Storio 2. This will include e-books and videos of episodes of Jake and the Never Land Pirates, Little Einsteins, Doc McStuffinsand Mickey Mouse Clubhouse, among others. Disney: 020 8222 1000
Cluedo 2013: The shortlist Glasgow Edinburgh Manchester Birmingham Liverpool Cardiff Bristol Newcastle Brighton York
Supplier Winning Moves hopes to launch at least one new regional version each year. UK chairman Tom Liddell said: “The public has been asking us for some time to do regionalised
Cluedo. We have very exciting plans to roll out other regional Cluedos across the UK and Ireland.” Winning Moves: 020 7298 9500
Topps to show off a strong suit at Toy Fair
by Samantha Loveday
COLLECTABLES FIRM Topps will be showcasing several trading card and sticker collections at London Toy Fair.
A key highlight will be the Doctor Who Alien Attax TCG, which hits shelves in March and will feature all the top characters and images from the last 50 years of the show. The collection will feature 240 cards. “We are excited to be working on this historic and, of course, iconic British brand,” said Louise Ramplin, entertainment marketing manager at Topps Europe. “Doctor Who has always been a highly successful licence for us for our sticker
collections, so we are delighted to be launching a brand new trading card game next March.” The 2012-13 edition of Match Attax will also be on show. The latest version of over 500 cards will have a fresh look and new Super Skill sets. There will be a Collector Tin, plus Starter Packs and an exclusive Limited Edition among other items. Match Attax SPL is also due to be extended. Moshi Monsters will continue to be an important licence for Topps, as will Skylanders Giants. The firm will present range extensions for both brands, in both cards and stickers. Topps Europe: 01908 800 100