Hotproperties
Sparkle World, a popular brand in itself, has a new face in the form of the cute and sassy Sparkle Fairy, who introduces the magazine and is already appearing regularly on cover mounts. She has a unique sense of style and a special relationship with readers by acting as their gateway to Sparkle World. The Goblin Princess is the second hot property to be launched in the magazine, with regular stories of life as a goblin princess who does not fit in proving popular with readers. Ongoing exposure in Sparkle World magazine, which has a monthly reach of over 360,000, means that both characters already have a well- established fan base. Redan’s in-house pre-school characters are set to appear regularly in Fun To Learn Friends and Fun To Learn Favourites magazines throughout next year. Appealing to both girls and boys, Max and Bailey and MikMak and Zak are already popular with the pre-school readership. Redan Alchemy is looking for licensing
partners for all its characters, with more soon to be announced, and licensees will benefit from promotional opportunities across Redan’s range of children’s magazines.
Spring 2013 sees new products added to Nickelodeon’s popular Winx Club doll line from
Jakks. Joining Bloom, Stella, Flora, Musa, Tecna and Aisha from the hit girls-skewed Nickelodeon animation, are new launches: The Transformation Station and Harmonix Dolls. Jakks, the master toy licensee for Winx Club, will continue to push forward with continued investment for the property across TV, publicity and live events in 2013. An integrated marketing campaign will also deliver a strong share of voice across the first half of the year. Nickelodeon will also be supporting the property with a special Winx Club contest on
Nick.co.uk.
For Mattel’s Monster High, 2012 saw the launch of new licensing partnerships, expanding the brand’s presence throughout the retail sector with clothing, beauty, home furnishing, consumer electronics, stationery, creative play product ranges and sporting goods. Publishing also continues to be a major category for the brand with the Monster High magazine, All About Monster High, available every three weeks in 22 countries, including the UK. 2012 also saw the launch of Back and Deader than Ever, the fourth in the Monster High book series. The first ever feature-length Monster High DVD was released in 2012, marking a worldwide marketing and distribution alliance between Mattel and Universal. Monster High: Ghouls Rule! Is the first direct-to-DVD, CG-animated film to be released under this new partnership and centred around Halloween.
Barbie will see the launch of new products, supported by integrated marketing programmes. Barbie will continue to utilise the brand communication campaign, ‘WOW See what happens when you play with Barbie’. Continuing to open the brand to a wider audience, Barbie will be celebrating Valentine’s Day with a special marketing initiative, and Barbie Life in the Dreamhouse will continue with Season 3 in Spring and Season 4 in the Autumn. This year will also see the release of three new animated feature films, Barbie in the Pink Shoes, Mariposa and the Fairy Princess, and Barbie and Her Sisters in a Pony Tale. An extensive marketing programme will also include the continuation of the Vue cinema partnership.
Other girl’s properties to watch out
for....Carte Blanche’s Tatty Teddy/Blue Nose Friends brand continues to make significant inroads into the toy market, and the introduction of Tatty Puppy in 2013 gives a delightful new angle to the property. Disney’s girls’ line-up remains strong, especially the Disney Princess brand, which this year sees Brave joining the Princess family. Coolabi’s Poppy Cat is starting to establish itself at retail, whilst MGA’s Lalaloopsy range continues to perform well.
86 Toyworld
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