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The Eureka effect Toy World talks to Michelle Emerson, Marketing & Development Director at Eureka! about the brand and the opportunities it offers toy companies


How did the Eureka! brand and licensing programme come about? The experts behind the Eureka! brand have been specialising in building hands-on and fun educational experiences for children for over 20 years, both in the UK and overseas. We are all about encouraging children aged 0-11 to explore themselves and the world around them. We work in consultation with children and therefore know how a child sees the world, and how they see wonder and excitement in anything and everything. All of our development and delivery of programmes, product and exhibitions is built on the principles of learning through play, and therefore it seems a natural progression to expand into a licensing programme.


What are the key brand values which Eureka! offers? Our ethos is learning through play, or as we like to think of it, learning by stealth! We believe that play is the most important ingredient of a child’s development and learning can be achieved while being totally immersed in having fun. We believe in the power of family play, and know that parents are always


searching for products that will complement their child’s education without imposing strict rules on them. Independent research recently stated that “Eureka! is a brand that appeals to


children and is trusted by parents”. Eureka! is different from other licences in that our aim is to see the everyday


through the eyes of children, giving them the tools to explore their worlds and the freedom to use their imagination to the full. It might be a trip to the supermarket, or an appointment at the doctor’s, fi lling the car with petrol or fi nding out how a drum makes a noise which inspires us to take our children on an imaginary adventure the Eureka! way. We want all our licensed ranges to make the everyday spectacular because after all, children are fascinated by things that we as adults simply take for granted.


What does the brand offer to potential licensees and retail partners? Our initial licensing programme is aimed at 5-7-year-olds. We are purposefully gender neutral and believe that children should be allowed to explore whatever they like, rather than being limited to gender specifi c concepts. There’s no pink in Eureka!.


Linking to the KS1 curriculum, we have experts to work alongside licensees


to develop products that stand apart from traditional educational products. Our experience allows us to offer advice on hands-on play and curriculum support, while of course adding the all-important fun factor. And, should it be needed, we have our own panel of children called ‘Ideas United’, who input into most of our big ideas and keep us focused on what’s important. We also have expertise in Special Educational Needs (SEN) engagement and have


experience of developing and running activities and programmes to ensure these children can fully access our brand, some of which can be perfectly replicated into products. Eureka! products will be able to sit alongside the most established educational


brands. Our marketing team has created a stunning Eureka! style guide which has been designed to provide a memorable, consistent yet fl exible look at retail. The homemade aspect to all our design will have added on-shelf impact and reinforce Eureka! as a brand that parents instinctively trust. If you want to come and learn more about us, you can visit us at Eureka! The


National Children’s Museum. Our award-winning galleries and educational programmes will inspire you to get on board and you’ll immediately get what all the fuss is about. Over 6.5m visitors can’t be wrong!


Which categories are you keen to sign up to the licensing programme? Initially we would like to commence the licensing programme with toy partners as well as craft and stationery licensees. However, come and have a coffee and a chat if you have great ideas, and let’s see if we can create something spectacular together.


22 Licensingworld


Abbey Home Media signs Chuggington


Abbey Home Media has announced a multi-year agreement with Ludorum to licence the complete fourth series of Chuggington on DVD and Blu-Ray. The agreement commences with immediate effect and Abbey will release Chug Patrol: Ready to Rescue, it’s fi rst Chuggington DVD, on the 7th of April 2014. The DVD featuring 4x11’ episodes from Series Four, including the Chug Patrol: Ready to Rescue 23-minute special. The DVD also features the fi rst Chuggington music video, Chug Patrol: Ready to Roll. Emma Evans, sales and acquisitions director of Abbey Home


Media, said: “We are delighted to have agreed this deal with Ludorum. Chuggington is a fantastic series and we look forward to releasing several DVDs from Series Four over the coming months.” Katie Rollings, of Ludorum, added: “We are delighted to be working


with Abbey Home Media who we chose for its commitment to and expertise in the children’s DVD market. We are excited to release the fi rst compilation from Series Four which has been a big hit on CBeebies, since it started airing in August 2013. We are also excited to offer fans the chance to view brand new content in the form of the fi rst ever Chuggington music video.”


Turner presents 2014 kids’ slate


Turner Broadcasting revealed its 2014 programming slate at a media showcase event held at The Soho Hotel in London. Uncle Grandpa is a brand new


original animated comedy from Cartoon Network Studios, which premieres Monday 14th April. Steven Universe is a brand new original animated comedy from Cartoon Network Studios, which premieres 12th May at 5.30pm. Clarence is the third brand new animated comedy from Cartoon Network Studios, set to premiere later in 2014. Warner Brothers’ Animation Studios’ Teen Titans Go! premieres this April


on Cartoon Network. The broadcaster also announced it will air the brand new series of The


Tom and Jerry Show on Boomerang from 12th April. Also premiering on Boomerang in June is a special episode of The Powerpuff Girls - Dance Pantsed - guest starring Beatles drummer Ringo Starr performing the original music video and song ‘I wish I was a Powerpuff Girl’. The third series of multi-award-winning The Amazing World of Gumball launches on Cartoon Network in September 2014. The channel sees returning favourites including Adventure Time, Regular Show, Ben 10 Omniverse, Dreamworks Dragons: Defenders of Berk and more. Presenting at the event, Anthony Lukom, Turner UK’s managing director,


revealed that 2013 was the best year for Turner’s kids’ channels for a decade, with Cartoon Network beating its nearest competitor for the fi rst time since 1999 and posting an 80% year-on-year ratings increase, placing it as the number one commercial kids’ channel for boys. Second fl agship channel Boomerang’s ratings are up 9% year on year and it is the number two pay TV channel for kids aged 4-9.


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