Hotproperties Boys
WWE, represented by CPLG in the UK, is a mix of entertainment, athleticism and high drama, featuring the biggest and best matches between superstars that include Triple H, John Cena, Randy Orton and CM Punk. A mixture of sell-out live events and extensive television coverage means the brand has a global reach. In the licensing sector, over 160 partners are on board worldwide. The WWE Live Event tour will appear at major
venues throughout the UK in April 2013. Over four million viewers tune in each week through broadcast partner Sky, which schedules WWE on Sky One on Saturday and Sunday mornings, and on Sky Sports 2, 3 and 4 daily. WWE global master toy partner Mattel enjoyed
very strong performance throughout 2012 with products that include FlexForce action figures, iconic rings and championship glory. Other WWE global relationships include Fremantle for home entertainment, THQ International for video games, Winning Moves for Top Trumps games, and Topps for sticker albums and trading cards. Publishing is another major sector for the brand, with the WWE kids magazine from DC Thomson and the WWE Official fan magazine from Blue Publishing landing on retail shelves each and every month. Spring/Summer 2013 will also see new title launches from Century Books. Additional UK licensees include Cooneen for kids essentials, Smith & Brooks for children’s outerwear, Dreamtex for bedding, and Rubie’s for dress up.
Power Rangers has reinvented itself once more with Power Rangers Samurai and Power Rangers Super Samurai, and the series are pulling in big audiences through Channel 5 and
Skylanders: Giants
Nickelodeon and weekends on Channel 5 in a new kids action block. CPLG has built a strong licensing programme for
the brand to support the action figures from master toy partner Bandai. Power Rangers Action Figures are in the Top 8 category spot in YTD sales and continue to outpace category growth, with some action figures breaking the Top 5 (source Nov 2012 NPD). Other licensees include Mega Brands for
Nickelodeon.
The shows follow the adventures of the newest generation of Power Rangers as they continue their quest to fend off Master Xandred and his army of Nighlok. Power Ranger Super Samurai is showing on both
Power Rangers
construction toys, MV Sports for wheeled toys and accessories, Namco Bandai for video games, Danilo for calendars, Kinnerton for confectionery, Blueprint Collections for stationery and back to school, and Fremantle for home entertainment/ DVD. A publishing programme from Parragon Books has been successfully rolling out throughout 2012 with a range that includes annuals, colour, sticker and activity books, novelty titles, 3D storybooks and treasuries. Licensor Saban supports the brand heavily in the UK through costumed character appearances at venues and retail stores, kid-targeted online marketing and activities, and events such as London ComicCon and UK Toy Fair.
With over 30 million toys sold globally since launch, Skylanders: Spyro’s Adventure delivers a cross- platform experience that allows kids to bring toys to life via the Portal of Power. The sequel, Skylanders: Giants, launched in October 2012. The buzz surrounding this property has enabled
CPLG to assemble a strong licensing programme. Licensees include MegaBrands for construction toys and puzzles, MV Sports for wheeled toys, Penguin for publishing, GB Eye for posters and postcards, Rubie’s for dress-up, Aykroyds and TDP for
76 Toyworld
nightwear and underwear, Trademark Collections for bags, wallets and umbrellas, Footballmania for stationery, mugs, money banks, badges, magnets and keyrings, Kokomo for toiletries, Zeon for clocks, watches and torches, Zak for melamine, BDA for gaming accessories, Creative Kids for social stationery and creative kits, and Gemma International for party accessories. The brand’s retail presence is strong and
Activision has teamed up with HMV to establish a dedicated area for the property in the retailer’s flagship UK stores in Oxford Street, Manchester and Glasgow through an innovative ‘pop-up shop’ concept. This is a 45-square-metre, in-store retail/ experiential environment where fans can immerse themselves in the Skylanders experience through game stations and a range of licensed products, giving licensees an opportunity to promote product through a retail presence completely dedicated to the brand.
Batman, from Warner Bros, captivates boys the world over with distinctive story lines, villains, Batman’s super powers, and the selection of devices and vehicles he employs to battle crime. These are all qualities that toy partners Mattel, Thinkway, Lego and Rubie’s have drawn on to produce merchandise. The Batman brand is an entertainment
powerhouse that gives brand partners a rich opportunity to target boys from pre-school age to adult collectors. The brand offers consumers multiple consumer touch points all year long: from theatrical releases such as The Dark Knight Rises which generated over $1bn worldwide box office, chart-topping video games like award winning Arkham Asylum and Lego Batman, to the comic books themselves, each
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