Hotproperties C
haracter licensed toys account for around 25% of all the toys sold in the UK each year, so it’s important for suppliers and retailers to make the right choices when it comes to
which properties to work with. Here at Toy World we offer year-round coverage of the licensing field in our Licensing World section, helping to keep potential licensees and retail partners up-to-date with the latest developments on the characters and
Pre-school
Entertainment One’s Peppa Pig is gearing up for a milestone year in 2014 as the pre-school property celebrates its 10th
Pip Ahoy! made an impact at 2013’s BLE when Sir David Jason, the voice of one of the lead characters, made a star appearance on the Lisle International stand.
Pip Ahoy! brings together the experience of Brian
Cosgrove and his team, which previously produced hit shows such as Count Duckula and Wind in the Willows. Set in a fishing village called Salty Cove, Pip is a courageous pup who is loved by all his friends and trusted to solve everyone’s problems. The result is a package, that is not only a fresh new adventure for children aged 2-5 years, but also holds all the core values required by parents. The TV series, (52 x 11’) is scheduled for terrestrial TV in September 2014. CHF Entertainment’s education division has also developed a series of pre-school activity projects with
iChild.co.uk which will be rolled out to over 2m pre-school families in the UK from April 2014. This will help to create valuable pre-show awareness of Pip and his friends. The licensing programme, managed by Lisle
International, is underway. The animation and style guide provided by CHF Carterbench lends itself to a merchandise range for both boys and girls. Recognising the potential of this new pre-school offering, discussions are already underway for key partnerships such as publishing and master toy with many more partnerships available for negotiation.
Anniversary. To mark a decade since the first episode of Peppa Pig entitled ‘Muddy Puddles’ was first aired on television screens in the UK, eOne is planning a Golden Wellies-themed year-long schedule of celebrations that includes consumer marketing activity, retail promotions, digital initiatives, new product partnerships, special packaging and broadcast tie- ins. A co-ordinated retail strategy will see a number of key licensees release special Golden Wellies- themed products to co-incide with the anniversary including Character Options, Penguin Books, Portmeirion, Art You Grew Up With and a number of apparel and homewares licensees. With 84 licensees currently on board in the UK, 14 of which are toy partners, there will be new product launches throughout the year including Character Options, who is readying a new Peppa toy launch. A partnership with Hasbro will see Peppa Pig Weebles figures and playsets available from Spring 2014 aimed at children 18 months plus and the firm will also be extending its Peppa Pig Theme Park toy range. Other key toy launches
properties driving the market. For the January edition, we like to go one better:
Hot Properties is our exhaustive round-up of some of the main contenders in each of the key categories: Boys, Girls, Pre-school, Film, New Media and Classic. The feature focuses on some of the new properties aiming to establish themselves in the market, along with a selection of established, evergreen favourites which continue to perform year after year.
Rounding up the latest details on new licensees,
programming and scheduling, marketing initiatives and any other promotional activity being put behind the brands, we hope this section gives licensees and retailers the information to help them decide which properties they will be investing in and working with over the coming months. Your comprehensive guide to the latest movers and shakers in the kids licensing world starts here....
Ben and Holly’s Little Kingdom
in 2014 include Top Trumps from Winning Moves, Biggest Muddy Puzzle Ever from Jumbo, Electronic Hide and Seek game from Jumbo, a range of wooden toys from HTI, and a battery-operated ride-on from MV Sports. A new live stage show, Peppa’s Big Splash, is
currently on tour across the UK with a Christmas season in London’s West End. The brand’s theme park attraction Peppa Pig World at Paulton’s Park in Hampshire also continues to generate huge ticket sales and is now regularly attracting a million visitors per annum. There are now seven Peppa Pig apps available on iOS and android and total downloads exceeded the 1m mark in March 2012.
Peppa Pig
The Something Special toy range from Golden Bear adds new lines in 2014. Toys include Mr Tumble Head, Shoulders, Knees and Toes which aids learning through a popular childhood song. Mr Tumble’s Musical Playmat brings extra fun to musical learning and encourages children to be active whilst having fun. The playmat also helps with colour recognition and stimulates senses through sound. Licensee KD UK is also due to add new lines to their Something Special range in 2014.
Entertainment One’s Ben and Holly’s Little Kingdom airs daily in the UK on Channel 5 Milkshake and Nick Jr where it consistently ranks as one of the top five most-watched shows. A new toy line with all-new packaging will be
introduced by the brand’s master toy partner Character Options who is planning a nationwide retail launch from Autumn/Winter 2014 supported
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