brandlicensingeurope2013 Sega Europe
020 8995 3399 |
www.sega.com Sega Europe will be exhibiting at 2013 Brand Licensing Europe and inviting visitors to engage with the iconic Sonic the Hedgehog brand, as well as showcasing its multi-million-selling Total War franchise for the first time. Sega will be actively seeking opportunities for licensing around another of its well-known gaming brands at the show and will continue their focus on retro video game titles and hardware such as the Mega Drive, Golden Axe, Streets of Rage and Shinobi. Sonic the Hedgehog, Sega’s most successful licensed brand is set for solid
growth in licensing categories as the ever-popular character continues to expand his audience. The highly anticipated Sonic Lost World is set to release on 18th October 2013 and sees Sonic face his most powerful enemy to date – but this time there are six of them. The title will be published exclusively on Wii U and Nintendo 3DS as part of a three title deal between the two companies. A substantial marketing campaign is planned to support the launch later this year. Sega is keen to work with new licensees to take its critically acclaimed Total
War brand into new areas and will be exploring these opportunities at this year’s show with a particular focus on board games. A four book deal with publishers Pan Macmillan was signed this year to create a series of historical Total War inspired novels, with the first book released on 3rd September, the same day as the PC title Total War: ROME II. The most requested era by Total War fans, ROME II has become the fastest selling pre-ordered title in the series, with over six times the number of pre-orders in its first official week compared to the previous game. Sega’s brand new stand for BLE 2013 is bigger and better than before and
even features an interactive gaming zone where visitors can try their gaming skills with some of Sega’s upcoming and recently released titles. 2013 has seen Sega increase its licensed product offering throughout
Europe significantly, recent licensing deals to have been signed include leading publishers Egmont and Hachette as well as apparel deals with Imap Export SpA, Sun City S.A. and Insert Coin. With apparel performing particually well Sega is interested in finding international opportunities at the show. Sega is also looking to increase its presence in toys and publishing across international markets. Sissel Henno, head of Brand Licensing (Europe) at Sega Europe, said: “Sega Licensing has had a strong 2013, which has seen us dramatically increase our range of licensed products, thanks to strong agreements with leading licensees across the industry. BLE plays a cruicial role in our plans for 2014 as it allows us to share exciting developments. We will present a new licensing opportunity at the show, and reach out to secure new relationships that will shape our year to come.”
Stand C030
Mattel
01628 500 000 |
www.mattel.com This year Barbie has pushed the boundaries with the launch of innovative and engaging new products, supported by integrated marketing programmes. Continuing the brand
communication of ‘Wow, see what happens when you play with Barbie’, Mattel has expanded the narrative of the brand to a wider audience, bringing it to life and reinforcing the message that Barbie is the only franchise that allows girls to play out any dream. The year-long
brand campaign is being communicated across all categories of the Barbie franchise, from toys to stationery and creative play, sporting goods, health and beauty, and consumer electronics that reflect Barbie’s status as the world’s number one girls’ brand. Monster High continues to enjoy status as a pop culture phenomenon, with more than 140m video views worldwide to date, and a solid standing as the number two UK fashion doll. 2013 has seen the launch of a wealth of new licensing partnerships, as well as building on existing ones, expanding the brand’s presence throughout the retail sector with clothing, beauty, home furnishing, consumer electronics, stationery, and creative play product ranges and sporting goods. Publishing also continues to be a major category for the brand with the Monster High magazine available every three weeks in 22 countries including the UK. Mattel continues its media partnerships with TV specials for Scaris City of Fright, and this Autumn Mattel will be joining forces with Universal again for the release of a new entertainment title 13 Wishes. Max Steel is the new multi-platform action-adventure entertainment
franchise from Mattel. Launching as a complete franchise, it’s driven by content, toys, games and other licensed merchandise. Max Steel is taking boys aged 6-11 by storm since its TV launch on Nicktoons and the debut DVD this October is a must for fans. Hot Wheels is the number one toy and vehicle brand both worldwide and in the UK, with the brand expanding from a toy brand to a boy brand with a presence spanning multiple consumer product categories including sporting goods, stationery and publishing, and innovative toys and toy accessories. Infant and pre-school number one Fisher-Price also continues to build on its highly successful product launches, hot licences, innovation and extensive marketing campaigns. 2013 has seen the re-brand of Scrabble and the brand continues to
resonate with consumers across multiple licensed categories. Mattel continues to excite and challenge the licensing industry with its full
brand portfolio plus a new brand being announced at this year’s show. Stand D050
96 Toyworld
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