SHOW GUIDE SPIELWARENMESSE 2014 Mattel
Mattel is showcasing a mammoth portfolio featuring Fisher-Price, Disney, Barbie, Hot Wheels and Max Steel ranges
FISHER-PRICE Mattel has a number one pre-school brand in the shape of Fisher-Price, and the firm is bolstering its Babygear, Newborn and Infant ranges with the introduction of the Laugh & Learn product line. The selection features new Smart Stages technology and aims to continue building an emotional connection with mums through an extensive marketing initiative. This will include a fully integrated European brand campaign encompassing a Mum Ambassador programme, mum targeted communication plus a campaign celebrating first birthdays. Also now under the Fisher-Price umbrella is the Little People range, which will be embracing new themes and products, backed by a marketing push. Fisher-Price Imaginext is also
going from strength to strength with Cosmic Chaos supported by an all-encompassing marketing campaign. The brand is also welcoming the Thomas & Friends collection including the Thomas & Friends Wooden
Railway line, plus My First Thomas & Friends pre- school range, while maintaining the momentum of key tentpoles and building on Take n’
Play and TrackMaster.
LICENCES Elsewhere for Mattel, new figures and play-sets will join the Disney licence ranges including Mickey Mouse Clubhouse, Minnie Mouse and Jake and the Never Land Pirates. 2014 will also see a new vehicle scale for hit property Octonauts, while Dora The Explorerproducts will continue to appeal to pre-schoolers. The adventures of Maxwell McGrath and his out-of-
world friend Steel continue with new product and content including Turbo Morph Max Steel, Team up Basic and Deluxe Figures, with programming continuing on CITV and series two launching in spring.
Ringside, WWE sees the launch of the Slam City Brawl
Breakdown the Vault Play-set and Singles figures, as well as the Super Striker Play-set and Figure Assortment. Elsewhere, ahead of taking on Superman in 2015, the caped crusader Batman continues to patrol the shelves of toy stores around the world with the four-inch Batmobile plus Figure Assortment. In 2014, card craze Uno will benefit from an extensive
marketing campaign which will include activity for Uno Blast, plus a TV campaign for Uno cards.
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