propertyinfocus
Show me the honey
Q4 will see a broad selection of merchandise from hit show The Hive available at retail. Toy World catches up with licensing agent Space Enterprises to find out how the brand is developing.
S
ince its launch in 2010, The Hive has gone on to become an enduringly popular programme on both CITV and Disney Junior in the UK. The Hive is also a global TV hit; it can be seen on ABC2 in Australia, where it is consistently one of the highest rating kids’ shows. In
addition, The Walt Disney Company EMEA broadcasts the show in over 150 other countries and is recording continuously strong viewing figures, whilst The Hive recently launched on Disney Jr in the US. Earlier this year The Hive also hit a major internet milestone, with figures showing that the animation had been viewed over 10m times on YouTube. Mark Hurry, Space’s director of licensing, said: “Ten million views on YouTube is a fantastic achievement and ample proof of just how popular The Hive is. In fact, audiences are growing across all platforms and this is being reflected in the continued growth of the licensing programme.” The popularity of the show has helped licensing
agent Space Enterprises to attract a wide range of partners, including Mookie Toys for Master Toy, EMI Publishing, Blues Clothing, Jupiter Toys, Ravensburger, Kurio, LeapFrog and Aykroyds TDP, with product available across the high street as well as via a dedicated ecommerce portal at
www.thehiveshop.
co.uk. Master toy partner Mookie Toys offers a full line of
Plush toys, which ranges from a selection of 5 inch characters right the way up to a 15-inch Buzzbee. There is also an 8-inch electronic plush Buzzbee which says five different phrases. In addition, Mookie has produced a full range of playsets and figures based on the show, including Honeydew School and the top-of- the range Hive playset. Ravensburger has launched a range of jigsaw puzzles, including a 35-piece puzzle and a giant floor puzzle, while a range of sound and activity books are available from Igloo Books. Space Enterprises has also signed Abbey Home
Media as the exclusive home entertainment partner for the UK and Eire. The first release – Buzzbee to the Rescue – will be available on 7th October and has already secured widespread support in key retail accounts including Asda, Tesco, Sainsburys, Morrisons and Amazon. Space has supported The Hive throughout 2013 with a series of retail promotions and regular costume character appearances. A major window display at Hamleys over the Easter period started the ball rolling. The display, which coincided with the launch of master toy partner Mookie’s play set range, ran for 6 weeks and was supported by appearances from the show’s main characters and even a real bee-keeper and his hive. Additional in-store meet and greets were arranged at
30 Licensingworld
Hamleys other branches in Glasgow, Dublin and Cardiff. As we approach the all-
important festive trading season, Mark told Toy World: “Q4 2013 will be the first time we have a comprehensive retail platform and strong marketing strategy to drive awareness amongst consumers. The Hive licensing product range will be listed in all major retailers and will be supported by some strong social media campaigns and in-store promotions with the likes of The Entertainer. “ In addition to making significant progress in the UK this year, The Hive has also started to gain momentum across the globe. Mark told Toy World: “Our strategy for international markets is going well, with excellent sub agencies being brought onboard, especially The Joester Loria Group in USA. JLG has already signed up some strong licensing partners, so 2014 will see some great product lines hitting the shelves in all key US retailers. The US DVD will be sold through Walmart this Q4 in US. As the show gains awareness internationally we are well placed to exploit these markets, with Mookie leading the way with their fantastic toy range and plush product lines.” “The Hive is very nicely positioned for launch
in the US in 2014,” said Debra Joester, President of The Joester Loria Group. “It is a beautiful series with engaging stories and delightful characters that appeal to both boys and girls. The Hive is outperforming a number of leading properties on Disney Jr. after only a few months on air, and we have a growing list of licensees and retailers taking notice.” Space CEO Steve O’Pray commented: “We are looking forward to our first Q4 with both toys and DVDs in a great range of retailers – and JLG are really showing what a great local agent can do in only a matter of months!”
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