Hotproperties
Monster High is a bona fide pop culture phenomenon, with more than 140m video views worldwide to date and a solid standing as the number two UK fashion doll.
2014 sees 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 and Monster High expands its entertainment portfolio in 2014 with two new titles; Frights, Camera, Action in the spring and Freaky Fusion in the Autumn.
Disney’s new Palace Pets brand looks set for a very strong debut year, and it will be interesting to see how established brands such as Littlest Pet Shop and My Little Pony react: both properties have undergone significant transformations in the past year, which could potentially refresh their respective licensing programmes....Hello Kitty product also continues to have a considerable presence in the market, as does Furby
merchandise....Carte Blanche’s Me to You and Tatty Teddy brands have now established themselves firmly in the toy market and One Direction look set for another stellar year, offering a real opportunity for licensees and retailers targeting slightly older girls.
New Media
Evolution Studios’ Dumb Ways to Die, initially commissioned as a safety campaign for Melbourne Metro in December 2012, has exceeded 66m views on YouTube. The gaming app that launched the following May has been downloaded over 26m times globally, with over 3m downloads in the UK. A new App with more Dumb Ways To Die will launch early in 2014 with new characters and safety situations. Licensees have been signed up across plush, daywear, nightwear, underwear, annuals, mobile phone and computer cases, posters, prints, mugs and fridge magnets. Products targeting tweens, teens and young adults will be launching from January 2014.
Also represented by Evolution Studios’ Subway Surfers is now one of the top three most played Apps
in the world and has exceeded 300m downloads in the last 18 months, over 9m in the UK. A new Subway Surfers app will launch in September 2014. In addition to this, a TV series has also been confirmed for 2014; production will start early January 2014. The series is an evolution of the original game. The first and second series will have 26 episodes each and are 13 minutes in length. Licensees have been signed across apparel and magazines with many more in the pipeline.
Moshi Monsters Village launches January 2014 on iOS with Android to follow. Fans embark upon a quest to rescue captured Moshlings and personalise their own village. The game is complete with Moshling houses, crops, trees and paths, all in 3D. Moshi Karts will also be available early next
year and, as well as aiming at the core Moshi fans, it will engage with an older audience of boys aged 12 years plus. The game is a free-to-play action racer for mobile and tablet and there are multiple tracks and karts featuring popular Moshi Monsters characters. With Katsuma as the lead and a range of additional vehicles, the game is rich with opportunities for merchandising next year.
2014’s Toy Fair sees new Cut the Rope launches and a second year of continuing growth for master toy partner Vivid’s Cut the Rope collectable Nommie figures, Squashy Om Noms and plush
ranges. The toy rollout has been supported by a powerful online presence, in-store promotions, dedicated PR and TV advertising. Cut the Rope is currently number four in the most popular paid apps of all time list on the iTunes App Store, and worldwide downloads surpass 400m to date. ZeptoLab keeps the game fresh with new levels and popular spin-off games such as Cut the Rope: Time Travel, Cut the Rope: Experiments and Cut the Rope 2.
Sony Computer Entertainment will be launching LittleBigPlanet HUB, a new digital service that offers free-to-play content in one package that’s completely accessible to anyone who has a PlayStation3. Everything that is currently available for LittleBigPlanet 1 and 2 players is now also available through HUB with multiple purchase options to build up a personalised LittleBigPlanet experience. Gamers can choose to play through story levels, collaborate in multiplayer, beat a friend’s high score in mini-games, download and play DLC level packs, or simply customise their Sackboy or Sackgirl from the hundreds of costumes available on the PlayStation Store. The game’s fan base continues to grow by 35,000 new game levels every single week.
Rovio’s Angry Birds will undoubtedly continue to be a major player, with more ‘mash-up’ collaborations thought to be in the pipeline after this year’s tie-up with Star
Wars....The Talking Friends property from Outfit7 is showing strong potential, with Talking Tom taking a major role in the Smyths pre- Christmas TV advertising campaign, widely considered the most innovative toy-related TV ad for some while....2014 will see the Plants v Zombies master toy range come to market via Character Options, while Bin Weevils continues to attract large numbers to its website.
88 Toyworld
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