news newsanalysis:
Carta Mundi invites you to upgrade your game The card maker has teamed up with Hasbro to unveil its new Shuffle range at this year’s toy fairs.
Cartamundi’s stands at Nuremberg and Toy Fair will unveil the new games and licences coming to market throughout 2014 under the Shuffle umbrella. Cartamundi’s new range, Shuffle, will see traditional card games come with the option for enhanced gameplay through the use of a dedicated app. Cartamundi bought Belgian digital company Playlane, now Cartamundi Digital, in June this year, and has worked to combine traditional card games with digital technology to extend play value in a new way. Trudi Bishop, Cartamundi’s head of marketing and licensing, explained: “Cartamundi has over 200 years’ experience in playing cards. With this range we are ensuring we stay close to our roots while embracing new and current technology to give our consumers an enhanced way to play. For us card games are about bringing the family back together – even 20 minutes shared playing cards together can be precious time for busy families. The Shuffle range combines the traditional and the digital so appeals to all ages. We have ensured the cards can be used as a standalone product, with the option to extend the play experience through the aid of digital add-ons without losing the speed, fun or flow of the game. It’s all about traditional card play which can be enhanced and extended by downloading a dedicated free app only available with the card game. We’ve also made big changes in the packaging whilst keeping the product at an ideal size for travel and on-the-go fun. The Shuffle range offers fantastic added value to the consumer.” Cartamundi signed a deal with Hasbro for the printing and
distribution of Hasbro’s classic card games including Monopoly, Trivial Pursuit, Battleship and Cluedo. Cartamundi will take over these continuity products until this Summer and then the company will launch its enhanced range of card games under the new Shuffle brand. Trudi explained: “There will be a strong focus on Hasbro properties such as Monopoly, Transformers, My Little Pony, Littlest Pet Shop and Guess Who. We’re aging the products down and adding new layers to truly involve the whole family. It’s all about fast, easy fun.” The deal with Hasbro, which covers Europe and Australia and
New Zealand, will enable Cartamundi to launch 12 of Hasbro’s card game products as upgraded Shuffle versions. This will be followed by a further 12 products in Q4 featuring a mix of Cartamundi’s own- branded and new licensed products, to be revealed in the coming months. Trudi added: “What we’re doing is adding extra value to these
traditional games to offer an enhanced play experience. This is a really exciting opportunity for us at Cartamundi to grow our retail range; we’re serious about creating a strong retail proposition.” The Shuffle range will be supported by an integrated ad campaign,
more details of which will be announced in the New Year. In a first for Cartamundi, Shuffle will benefit from TV advertising this year. Initial bursts will take place in the UK, France and Germany in the Summer, followed by further bursts in the weeks leading up to Christmas in order to capture the stocking filler and last-minute purchasers.
20 Toyworld
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Brand Licensing Europe partners with SMMEX
Brand owners that exhibit at Brand Licensing Europe will be able to attend Sports Merchandise and Marketing Exhibition and meet with potential new partners, whilst exhibitors at SMMEX will be able to visit BLE and discover the latest brands, characters and images available for licence. This new partnership will see the show organisers cross-promote their respective events through direct marketing and co-hosted seminars. Brand Licensing Europe, which takes place at Olympia in October, will see over 280 leading brand owners showcase the latest brands, characters and images to over 7,200 retailers, licensees and sales promotion professionals. SMMEX 2014 will take place on Monday 10th March at Wembley stadium and play host to over 140 manufacturers and suppliers of merchandise and marketing services from across the globe. A seminar and networking event will be jointly hosted by both show organisers on Sunday 9th March at Wembley, before the next SMMEX event.
GP Flair announced as UK and Ireland distributor of new WWE collection
The new collection is expected in stores late Summer 2014. Designed and manufactured by US company The Bridge Direct under the banner ‘C3’ (create, construct and connect), the collection will include universally- compatible building bricks and accessories that can be constructed into WWE rings, as well as WWE superstars. At launch multiple SKUs will be available with more in the pipeline for subsequent seasons. Jay Foreman, founder of The Bridge Direct, said: “Our new C3 WWE construction series will enable fans to recreate epic matches with some of the most popular superstars in WWE. This will open up a whole new play pattern for the property and a fresh new way for fans to engage with it. We are also thrilled to be working with GP Flair in bringing this to the UK market. Flair is a team that is renowned for its brand building and ability to reach all sectors of toy retail and we look forward to a successful partnership.” Simon Hedge, managing director of GP Flair, added: “We are all excited to be adding this
new WWE collection to our portfolio. WWE attracts millions of fans that stay loyal to the brand for many years and we believe the construction aisles in all toy retail outlets are more than ready for such a well-known addition to their shelves.” The new WWE construction collection will be unveiled fully at London Toy Fair.
Second Independent Toy and Gift show details revealed
Gift will also be the first occasion in 2014 that Hasbro, Mattel, Lego and Tomy will all be exhibiting under one roof in the UK. Complimentary refreshments are available within the showroom at The Play-Doh
Café with access to an outside courtyard seating area. All independent buyers of toys and children’s gifts are welcome to attend and enjoy a lunch sponsored by suppliers and freshly prepared by the in-house chef and his team. Registration, admission, Wi-fi and parking are free for all independent toy and gift
buyers. Visit
www.independenttoyandgift.co.uk for a list of exhibitors, registration and a video of the 2013 show.
AIS will be hosting the second Independent Toy and Gift show over 15-16 April 2014 at the Cranmore Park Exhibition Centre in Shirley, Solihull. With over 3,000 square metres of ground floor exhibition space available, exhibitors are able to maximise the display of their 2014 ranges and buyers can visit more than 90 stands during the two-day show. K’Nex, Epoch and Trends UK will be showcasing for the first time. Independent Toy and
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