NEWS
Mask-arade sees European business soar
One Direction, Breaking Bad and the World Cup proving fruitful for the firm this year
By Billy Langsworthy
FOLLOWING this year’s Nuremberg Toy Fair, Mask-arade has seen its European business “soar”. With One Direction masks
still driving sales both home and abroad, Mask- arade has started to create lines tailor made to its big European markets. “Since Nuremberg,
we’ve seen our European business absolutely soar,” Ray Duffy, managing director at Mask-arade, told T
oyNews.
“Germany, Frace, Italy and Spain are our big markets. They are all taking One Direction and Mr Bean is really popular. “In Europe, it’s more
event driven than a year- round thing and we’re still learning but we’re seeing really big orders with the distributors we’re going through.”
The firm is also enjoying a
growing business in the UK, with One Direction and the World Cup proving fruitful. “After a slow start in January, we’ve seen a nice, steady manageable rise in
business with One Direction leading the way,” said Duffy. “Our growth pattern is
really steady. It’s always going in the right direction. The growth is steady and progressive and that’s what we want. “We’ve also done phenomenally good business with the World Cup. It’s a spotlight and potentially a very short window so we’ve done a pack and lots of our independents have taken those and they’re selling quite nicely. Some of the grocers have taken them as well so we think we’ll have a really good World Cup.” Elsewhere, Breaking Bad may have come to a close
last year but Mask-arade is still reporting “phenomenal” sales of its range based on the hit show. Duffy added: “Breaking
Bad has been phenomenal. That’s another pan- European licence for us and it’s doing stonking business for us. It’s gathering momentum and we’re talking to some of the other licensees that have got dress up about doing something collaborative. All the signs are positive.” The company is showing no signs of slowing down, with several sports and entertainment launches still to come this year. “We just launched WWE and we’re in talks with multis on those,” added Duffy. “Also coming up is our desktop standees of Chelsea players. We’ve also signed Arsenal and Liverpool. “There are so many opportunities about for us at the moment, it’s exactly what we wanted and hoped for.” Mask-arade: 01926 814 292
Underground Toys to launch new
Sherlock range Figures, bobble heads and a Mr Potato Head on the way inspired by the show
By Billy Langsworthy
BBC WORLDWIDE has signed a deal with Underground Toys to create a new line of Sherlock toys. Underground Toys, the firm behind a recent Doctor Who plush range, will now launch Sherlock action, mini and plush figures, bobble heads and a Mr Potato Head. The Sherlock collection also continues with a wide range including badges, bookmarks, door hangers, travel mugs, wallets, ice cube trays, doormats, key
rings, money boxes and messenger bags. Elsewhere, Sherlock Top
Trumps and Playing Cards are on the way from Winning Moves alongside a renewed Sherlock Cluedo game. A series of adult and
mystery 1,000-piece puzzles by Paul Lamond Games are also set to land on shelves. BBC Worldwide has also signed Sherlock deals with Dreamtex for bedding, Nimble Solutions for scarves and t-shirts from Dark Bunny Tees. Underground Toys: 020 7801 6325
Crayola pens Skylanders colouring books deal Xtreme Colouring and Activity Pads to land in 2015 as well as a magazine and comic book series
By Robert Hutchins
ACTIVISION Publishing has partnered with Crayola to launch a range of Skylanders colouring books. Crayola’s Skylanders-
branded Xtreme Colouring and Activity Pads will launch in spring 2015 and will allow kids to create their own personalised versions of their favourite Skylanders characters on colouring pages. The deal was one of
many regarding Skylanders to be announced at this year’s Licensing Expo. The first ever Skylanders comic will also launch via
30 July
Immediate Media in the UK this autumn. The magazine will give fans a look into the world of the video game
series with tips, quizzes and activities and is set to expand into multiple territories by 2015.
Elsewhere, an official Skylanders comic-book series is on the way from IDW and will serve as a prequel to this year’s recently launched game, Skylanders: T
rap T eam.
Penguin Group, which has sold over two million Skylanders Universe books worldwide, will continue to team up with Activision. The publisher is
partnering with augmented reality company, Zappar to bring Skylanders characters to life in the new Skylanders Swap Force Official Guide. The guide will allow
children to watch gameplay
clips as well as interact with Skylanders characters using the book. “From a global branding perspective, this has been a remarkable year for the Skylanders franchise,” said Ashley Maidy, vice president of global licensing and partnerships at Activision Publishing. “We are delighted that
many of the world’s leading brands are collaborating with us on meaningful programmes that let our fans engage with the Skylanders brand in ways that didn’t exist three years ago.”
www.activision.com www.skylanders.com
www.toynews-online.biz
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