NICKELODEON Puppy love
Nickelodeon had a pretty spectacular 2013 thanks to the return of Teenage Mutant Ninja Turtles, as well as the continued success of Spongebob Squarepants at retail. But new pre-school offering Paw Patrol is already causing quite the stir, and boosted by this new pooch property, 2014 is likely to be just as big. Samantha Loveday speaks to Marianne James, VP, consumer products UK & Ireland and European retail sales and marketing, to find out more
Firstly, can you update me on Nickelodeon's activity in the toy category over the past year? What were some of the key deals and lines? The launch of the Teenage Mutant Ninja Turtlestoy range in 2013 was Nickelodeon’s largest to date and it paid off. We have secured solid
results and performance across retail, manifesting in the Turtles achieving esteemed status in the NPD rankings. We worked closely with Flair as distributors of the Playmates master toy range, LEGO in the construction category and further toy product from Sambro, Rubies, Worlds
across global, pan- European and local deals.
Are there any new toy categories that you would like to move into? We always work proactively to enter categories that make sense for our brands that we don't currently play in.
A particular focus for SpongeBob Squarepants will be to expand and build on our outdoor toy line and Turtleswill layer on new innovative products to support master toy.
What are some of the main challenges that you've come up against in the toy sector in 2013? Contracting retail space
Retailers should keep an eye out for our next wave of Turtles product from Flair including a tight movie line. Marianne James, Nickelodeon
Apart, Ravensburger, Underground Toys and Tech 4 Kids. It was an important year
for SpongeBobas he continued to build, as we expanded our toy line and distribution at retail through Simba, IMC, HGL, LEGO, Posh Paws, Sambro and Fisher-Price.
How many licensees do you have now in the toy sector? 40 plus that have UK rights
80 January/February
with a more considered and reserved approach to list, with a focus on a much tighter pool of properties. In addition, deep
promotional mechanics still prevail - both when launching new properties and on existing.
Which Nickelodeon properties are you confident can make an impact on toy shelves in 2014? Can you talk us through some of the
products that retailers should keep an eye out for? Which licensee are they from and when will they be launching? Turtles, SpongeBob Squarepantsand the launch of Paw Patrolfrom July 2014. Retailers should keep an
eye out for our next wave of Turtlesproduct from Flair including a tight movie line – not only does it deliver on play value, but is visually striking.
Have you any new property launches planned for 2014 which could impact in the toy arena? For example, I'm hearing lots of good things about Paw Patrol. How will you look to capitalise on the strong word of mouth? Paw Patrol launches autumn/winter 2014 in partnership with Spin
Master. Initial feedback from retailer preview meetings has been excellent and the trade is excited ahead of the launch next year.
Will you attend Toy Fair? Why is the show so important for you? Yes, we attend all the main shows and provides us the opportunity to catch up with key partners, meet with potential new partners, keep an eye on the competition and look out for hot new trends and product.
What are your main aims for 2014?
2014 will be a big year for several Nickelodeon licences, with a Teenage Mutant Ninja Turtles line based on the movie on the way alongside the launch of Paw Patrol toys from Spin Master
Continue to maximise on the strength and excitement of our portfolio of brands including Turtlesand SpongeBob, bolster our position with Dora the Explorerand Bubble Guppiesand launch Paw Patrol.
www.toynews-online.biz
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