brandsinfocus Off to a flying start
Mattel’s 2014 range features a host of core brands and key licensed properties including Barbie, Monster High, Max Steel, Hot Wheels, Fisher-Price and Disney, as well as WWE and Warner Brothers. Toy World presents an in-depth look at the company’s portfolio for 2014.
Fisher-Price also announced the launch of the My First Thomas & Friends pre-school range, while harnessing key tentpoles and continuing to build on the Take n’ Play and TrackMaster product lines.
The core Disney licence ranges, Mickey Mouse Clubhouse, Minnie Mouse and Jake and the Never Land Pirates, will continue to grow with the introduction of new fi gures and playsets. There will be a new vehicle scale for Octonauts as the Gups become mini collectables, while Dora The Explorer will introduce new launches across the year.
Barbie will sport a new look, new style and new packaging, and continue to engage with and inspire girls of all ages. The year kicks off with the launch of Barbie’s Style Club. Wearing aspirational and relevant fashions, the range strengthens Barbie’s fashion positioning and invites girls to express their own sense of style.
Continuing the narrative of the brand to a wider audience, the hit series Barbie Life in the Dreamhouse continues to bring Barbie’s story to life, and 2014 also sees the release of two new animated feature fi lms. Barbie the Pearl Princess is released in February, with the popular mermaid theme, and the musical-inspired Barbie And The Secret Door in the Autumn. Both are to be supported with a product range.
F
isher-Price enters 2014 with new product launches and extensive marketing campaigns, and continues to bring innovations to market within its
Babygear, Newborn and Infant ranges with the introduction of Laugh & Learn
products featuring Smart Stages technology. A fully-integrated European brand campaign will be launched in 2014, including a Mum Ambassador programme, mum-targeted communication around the Fisher-Price 10 Faves, and a campaign celebrating the important milestone of a fi rst birthday. The Fisher-Price Pre-School ranges will continue to focus on the benefi ts of playset play. Now sitting under the Fisher-Price umbrella, the Little People range introduces new themes and products, allowing children to create a world of Little People. To support the range, Fisher-Price will deliver an extensive marketing campaign including experiential activities. Imaginext will see the launch of the new Cosmic Chaos range in Autumn/Winter supported by an all- encompassing marketing campaign in the run-up to Christmas. It’s full steam ahead for Thomas & Friends in 2014 with the continuing roll-out of Fisher-Price’s Thomas & Friends collection, including the Wooden Railway line.
104 Toyworld
Monster High rings in the New Year with a new brand campaign, We Are Monster High, inviting current and new fans to fl y the brand’s fl ag. With new content, the 2014 line up for Monster High also includes two new entertainment titles with supporting toy and consumer products range; Frights, Camera, Action in the Spring and Freaky Fusion in the Autumn. Ever After High introduces new characters to the Royal and Rebel assortment, and celebrates True Hearts Day in the Spring and Thronecoming in the Autumn. The Disney Princess line will build on popular existing titles and new additions, Sofi a the First and Frozen. The adventures of Maxwell McGrath and Steel
continue with new products and content including the Turbo Morph Max Steel, Team up Basic and Deluxe Figures, with programming running on CITV, with Series 2 coming this Spring.
Hot Wheels is introducing its new track system
featuring track sets that all connect together to build a Hot Wheels world. There are also more cars to collect following the four themes of Workshop, City, Race, and Off-Road. Matchbox will enter the themes of Construction, Adventure City, Heroic Rescue and Explorers. Disney Pixar’s Planes made a strong entrance into
the market last year, and Mattel will continue to bring new items to the range with a new toy line including Dusty’s Flight to the Finish Speedway as well as new additions to the Die-cast range. Disney Pixar’s Cars has earned its place as an established property, and 2014 sees the launch of
Neon, a range supported by an extensive marketing campaign from Disney called Fuel Your Fun. The range includes the new Flo’s V8 Café Drag Strip, plus more Character Cars to collect.
WWE will include the launch of the Slam City Brawl
Breakdown the Vault Playset and Singles fi gures, plus the Super Striker Playset and Figure Assortment. Batman continues with the four-inch Batmobile and four-inch Figure Assortment Mattel Games will also be supporting Uno with an extensive marketing campaign which will include activity for Uno Blast and a TV campaign for Uno cards.
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