Hotproperties
consumer products business. The number of licensees grew from three to 20 during 2012, and notable achievements included a top five best- selling pre-teen magazine for Egmont; over one million trading card packs sold by Panini, 11 new book titles released by Macmillan, and in October, the debut of a toy line by Character Options. The Character launch had strong catalogue and POS coverage in key retail stores including Tesco, Asda, Smyths Toys, Toys R Us and Toymaster. A Panini sticker collection launched in November, following the success of the trading card games, again securing strong retail distribution and support. The brand focuses on engagement and
interactivity, which has won Bin Weevils a strong foothold in the market in a relatively short space of time. Bin Weevils shows its commitment to its licensees at the end of 2012 through a cross- category campaign, bringing the majority of its licensees together for an advent calendar product giveaway bonanza, and ensured a strong level of interaction between the digital and physical products with on-pack codes to redeem virtual goods, all the while continuing to invest in the platform itself. Bin Weevils looks set for continued expansion in 2013. Key launches in Q1 include new product releases from master toy partner Character Options; two more book titles by Macmillan called Choose Your Own Path 4, and Best Nest Sticker Book; dog tags and slip wrist watches from the In Thing; lunch bags and sports bottles from Vogue; posters from GB Eye; stationery from Sketchlab; bags from Trade Mark Collections and Easter Eggs from Kinnerton.
Plants vs. Zombies is the simple yet addictive videogame from innovative US games developer PopCap that has taken the digital world by storm. In Plants vs. Zombies users have to think fast and plant faster, placing a variety of plants around their house to protect it from a steadily encroaching zombie horde. Each one of the zombie-zapping plants has its own special powers and it takes a mixture of strategy and quick thinking to keep the zombie mob at bay. This cult game is available for a host of
platforms and has been downloaded over 120 million times worldwide, and it has over 9.7 million Facebook fans. A sequel is currently in development and will hit digital shelves this year, boosting popularity further. Plants vs. Zombies merchandise has already launched in the US across several categories, where it is recording strong sales amongst all ages, particularly among boys aged six plus. The brand caused a stir when it was presented to the European licensing community at Brand Licensing Europe 2012, and licensing agent Bulldog Licensing is already working with Jazwares, the expanding US toy company that is set to open a European office in the UK, for plush and toys, with more announcements expected imminently.
world licensing
96 Toyworld
Other ‘new media’-related
properties....After the tremendous success of Mind Candy’s Moshi Monsters and Rovio’s Angry Birds, the search is on for the next big properties to emerge from the new media landscape. ITV is handling licensing for Zeptolab’s Cut the Rope, whilst Disney has been pushing Where’s my Water? Doodle Jump, Talking Ben and Tom and the Annoying Orange have all been picked up by licensing companies. Hasbro has already launched a number of lines based on online games from Zynga including Words with Friends and Farmville.
To keep up to date with all the key developments from the licensing community in 2013, read our Licensing World section in Toy World every month and see our daily newsflash updates.
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