Platinum’s Nigel Stone and Simba’s Richard Belford
however, is the closeness of the collaboration between Simba and Platinum. Never before have we been able to have the brand owner so involved in every stage of product development, and that allows us to get unprecedented access and understanding of the brand DNA. The Matt Hatter range of toys will therefore be so tuned into the property that they should act as almost an extension of the viewing experience. Everything that attracts kids to be fans of the show will be explored and expanded on with the toy range and the interaction within the range will be exceptional. This will be one of the most synergistic toy ranges ever created for a kids’ TV property.” Rebecca Lewis, Platinum’s creative director, feels it is crucial that the toy range reflects the key attributes of the show: “Synergy between the toy range and the TV show is absolutely vital. Matt Hatter Chronicles is rich in characters, landscapes, vehicles and iconic gear and has its own USP in terms of 3D ‘Multivision’. We have shared character concept art, location blueprints and potential storylines of the new series with Simba’s creative team so the toy line can be infused with stand-out role-play elements that are unique to the Matt Hatter brand. We want toys to ignite instinctive play patterns from young Hatter Fans keen to unlock their
own inner hero. The Matt Hatter toy range will include action figures, vehicles, role play items, play sets, remote control vehicles and die-cast and will hit stores in the UK and internationally in Autumn/Winter 2014.” The deal was clearly a major development for both parties, and Platinum and Simba each have clear goals that they want to achieve. Alex states that: “We want Matt Hatter to become one of the most popular and successful boys’ properties of this decade, generating a fan base and support that delivers stability and longevity. It would be great to look back in 10 years and have Matt Hatter held in the same regard as Turtles, Transformers, Ben 10 or Power Rangers. This not only requires the continued production of outstanding content from Platinum, but also Simba and all the other licensees to keep producing new and innovative consumer products that energise and excite Matt Hatter fans and keep them immersed in the property. That partnership is at the heart of what will generate the success for Matt Hatter. If we all achieve what we know is possible, we will have significantly grown two already successful companies within the industry, generated incremental advertising spend and an economic boost for all involved and just as importantly, created an evergreen boys’ franchise that will
Concept art from Series 3, currently in production
entertain kids around the world for many years to come.” Nigel agrees: “We see the partnership really
evolving and strengthening over the next few months as we work closely together to build the Matt Hatter brand and prepare to launch toys in a highly competitive international marketplace. Development on the Matt Hatter toy line has already started in earnest with the Platinum and Simba creative teams meeting regularly in Germany and the UK to begin fleshing out the range. Equally, our respective commercial divisions are locking down roll-out plans, retail tie-ins, promotions, TV advertising and marketing initiatives. This communication will continue over the course of the next few months building towards Toy Fair, when the full and much anticipated Matt Hatter toy line will be revealed to the trade.” I, for one, can’t wait to see the results.
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