Hotproperties I
n approaching this selection of the ‘Hot Properties’ which we believe will be making an impact in the kids’ market in 2013, we’re mindful of the fact that a list of every available licence would be simply unworkable. So we’ve chosen to focus on some of the key new properties which we feel are worthy of consideration by licensees and retailers,
Pre-school
the toy space for Peppa. New launches for Jumbo Games in 2013 include a fairground game to tie into the theme park theme, bath time puzzles and an advent calendar puzzle for Christmas. Rounding out the brand’s toy category is Winning Moves for Peppa Top Trumps, HTI for role-play lines, Inspiration Works for electronic learning products, MV Sports for bikes, trikes and ride-ons, Golden Bear for wooden toys and creative play, Ingo Devices for electronic accessories such as digital cameras, and Worlds Apart for play tents and ball pits. New toy partners in 2013 include Canal Toys for dough sets and large-scale arts and crafts, and E-max for Peppa-branded Clay Buddies.
Peppa Pig
In 2012 Peppa Pig racked up a number of accolades including a LIMA award, Licensing award and BAFTA award. eOne is taking a 360° approach to the property this year with initiatives that span broadcast, merchandise and marketing to heighten consumer engagement. The licensor is also planning to maximise licensing opportunities for other characters in the Pig family such as Daddy Pig.
The key themes for Peppa Pig in 2013 will be Theme Park, Daddy Pig, Holiday and Halloween. For Theme Park, master toy partner Character Options has created a new toy line inspired by the real-life UK theme park attraction Peppa Pig World and the episode Potato City set at a funfair. The range, which hits retail this month, includes theme park figurines, theme park ride playsets, a theme park train with three carriages (rocket, cupcake and dinosaur), a big wheel and a balloon ride. Further products in the range are scheduled for release in AW13. Character also continues to develop its line of Peppa plush in a variety of sizes which includes, most recently, a Muddy Puddles talking Peppa plush. Also manufacturing plush for Peppa Pig is toy
partner Ty which is expanding its successful line of beanies to include friends and family characters from the show. Ty will also be developing seasonal products to tie in with key retail periods like Christmas, Easter and Halloween. Puzzles and games is another key category in
New episodes from the second series of eOne’s BAFTA award-winning property Ben and Holly’s Little Kingdom will air daily on Channel 5’s Milkshake and Nick Jr throughout 2013. The licensing programme has extended into interactive and live events with the launch of its first app and a live stage show, which is touring theatre venues across the UK through to Summer 2013. In 2013 eOne is debuting a new look for the product range with a refreshed colour palette and logo on packaging to enhance its appeal to the brand’s core audience of girls aged 3-6 years. In line with this, licensees will focus on the elements that create the ‘magic’ in the Little Kingdom, particularly the fairies. eOne has invested in
significant digital marketing activity to engage consumer fans of the show through Facebook and the creation of Magic School online games. eOne’s digital marketing activity will be further enhanced in 2013 with more magical fairy applications for the digital space. Master toy partner Golden Bear will launch
a new range of plush and plastic toys based on the fairies Holly, Fleur and Violet which will be pink and sparkly to appeal to girls. These will be available in a variety of formats and price points including key chains, beanies and large plush. The new playset for 2013 is Princess Holly’s Magical School Days, tying into eOne’s overarching brand theme of Magic School as reflected across the TV series and marketing campaign. Golden Bear will support the launch with TV advertising and promotional retail events and initiatives.
Humf is a furry purple creature who, at three years old, is full of wonder at the world and eager to explore it. The animated series, produced by King Rollo Films and narrated by Caroline Quentin, follows the adventures of Humf and his circle of family and friends and is broadcast on Nick Jr. eOne is steadily building a solid licensing programme for this property which currently includes toys and games, DVDs, publishing, tableware and interactive. P2 Games released the brand’s first app, Humf and the Balloons, in 2010. In the toy category, Aurora creates a line of plush which launched at retail last year and Jumbo
along with a sprinkling of old favourites. It is not intended to be exhaustive, but we hope it gives you a flavour of what to look out for over the coming months. There is no doubt that the character licensing landscape in 2012 was once again dominated by Moshi Monsters. That rarity in licensing circles – a property which appeals to both boys and girls, and also a
broad range of age groups – Moshi is set to enjoy another strong year in 2013. With over 75 million website users and new film and television projects in development, brand owner Mind Candy is putting plans in place to ensure the ongoing success of Moshi Monsters. But what other properties will be vying for shelf space across the various categories in the year ahead?
Ben and Holly’s Little Kingdom
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