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The Toy Book's 2022 Classics Issue Is Here!
The sun is shining, the temperatures are climbing, and the doors to Licensing Expo 2022 are open at the Mandalay Bay Convention Center in Las Vegas. For the very first time, Adventure Media & Events is exhibiting at the show with new, hot-off-the-presses issues of its flagship publications, including the 2022 Classic Play issue of the Toy Book! Read the issue…
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2022 Licensing International Excellence Awards Names 25 Winners
The 2022 Licensing International Excellence Awards brought together industry executives from around the globe to celebrate the best of the licensing industry. More than 800 entries for the awards were narrowed down to 165 finalists, of which 25 winners were chosen. Winners in the toy space include Tonies, Spin Master, LEGO, and more. Read more…
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Mattel, Epic Reveal New Experiences for Upcoming Mattel Adventure Park
Barbie's Beach House, Castle Grayskull, and a life-size Pictionary board are soon going to be in the same park. Mattel and Epic Resort Destinations have revealed that the Mattel Adventure Park — opening in Q1 2023 in Glendale, Arizona — will feature additional brand activations from Barbie, Masters of the Universe, and Mattel Games. These experiences join the previously announced Hot Wheels-themed roller coaster and go-karting, and a Thomas & Friends indoor theme park. Read more…
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Jazwares Debuts New Squishmallows Licensees at Licensing Expo
They've taken over the plush category, and now they're ready to take on ... pretty much every other consumer products category. Jazwares has made its Licensing Expo debut this year with its Squishmallows plush brand, the No. 2 toy property and No. 1 plush property, according to Jazwares and The NPD Group's April 2022 report. The mass appeal for consumers of all ages has led to a cross-category program, including beauty, games, apparel, home decor, and more. Read more…
Also make sure to check out this exclusive in which Anna Knight, senior vice president of licensing at the Global Licensing Group, caught up with Gerhard Runken, senior vice president of brand and marketing at Jazwares, to discuss the company’s new products and technologies and what it’s looking forward to at the upcoming event. Read more…
Jazwares has also entered into a multiyear global licensing agreement with Uplift Games to serve as the master toy licensee for the pet-themed Roblox game, Adopt Me! Under the new deal, Jazwares has the rights to design, manufacture, and market various categories of toys for the property. Read more…
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L.O.L. Surprise! Dolls Get a Sweet Makeover In MGA Entertainment's Largest Collaboration to Date
MGA Entertainment is partnering with Hershey, Mike and Ike, Pez, Peeps, and other confectionery brands for a co-branded line of collectible L.O.L. Surprise! dolls — the company's largest collaboration to date. Read more…
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Crayola Builds Colors of Kindness Program at Licensing Expo
Crayola is looking to color in a complete licensing program for its Colors of Kindness initiative. Celebrating the art of kindness, the special-edition crayon box spreads kindness and self-reliance through creativity. The program represents Crayola's mission to help amplify these characteristics that parents want to instill in their kids and provide a creative outlet for kids to understand these emotions. Read more…
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TOTY Awards to Kick off 2023 Preview & 2022 Holiday Market
The toy industry is getting ready to gather in person for The Toy Association's 2023 Preview & 2022 Holiday Market, taking place from Sept. 20-22 in Dallas. To celebrate the first day of the event, The Toy Foundation (TTF) is inviting the industry to its Toy of the Year (TOTY) Awards and Opening Night Party, taking place on Sept. 20 at the Grand Pavilion Trade Mart Building in the Dallas Market Center. The event will benefit TTF's programs for kids in need. Read more…
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Mattel, Magic Wheelchair, and Monster City Studios Gift Young Girl Barbie-Themed Wheelchair at Licensing Expo
Magic Wheelchair is a nonprofit organization that works to provide custom youth wheelchairs with designs inspired by popular TV shows, movies, and brands. The organization partnered with Monster City Studios and Mattel to celebrate 9-year-old Estrella Rodriguez, who lives with Spina Bifida. Read more…
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PlayMonster, ViacomCBS Team up for Criminal Minds Adult Party Game
PlayMonster is entering into a strategic licensing agreement with ViacomCBS to launch a new Criminal Minds-themed game. Criminal Minds Unknown Subject, an adult party game, will feature characters and nail-biting crime-solving from the popular TV show. Players will have to think like a criminal in order to catch the killer among them in this social, interactive party game. Read more…
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Exclusive: Flybar Revs up Licensing Deal with Hoonigan for Toys, Outdoor Products
Flybar inked a multicategory licensing deal with Hoonigan Industries to design, create, and produce an extensive range of automotive-themed toys and outdoor products. Under the newly inked pact, Flybar will launch its first collection of Hoonigan-branded R/C vehicles, ride-ons, and playsets next spring. The company says that the inaugural collection is being offered to all channels of wholesale distribution. Read more…
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Cepia, Curiosity Ink Media Partner for Cats vs Pickles Licensing Program
Cats vs Pickles are expanding into new mediums. Curiosity Ink Media is partnering with Cepia to serve as the company's licensing agent for Cats vs Pickles, the toy and entertainment brand in which lovable but misunderstood pickles are in a hopeless pursuit of colorful cats. The brand previously launched popular YouTube animated shorts and a hyper-casual app game, but found its niche with collectible bean-filled toys. Read more…
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Sweeten up Your Look with the HipDot x Girl Scouts Makeup Collection
Although some may think the most wonderful time of the year is the holiday season, we all know the truth: It's Girl Scout Cookie season! Thanks to HipDot, it can be GSC season all year round with a brand-new, limited-edition makeup collection inspired by the Girl Scouts of the USA's most loved cookie varieties. Read more…
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Toys "R" Us Launches Geoffrey's World Tour
Toys "R" Us unveiled Geoffrey's World Tour, a campaign in which the retailer's iconic mascot will visit nine cities and regions worldwide, kicking off in June at the global flagship store at American Dream in the U.S. Geoffrey will then visit London, Madrid, Saudi Arabia, South Africa, Dubai, and markets across greater China, Japan, and southeast Asia. Read more…
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Hasbro, eOne Reveal First Look for 'Kiya & the Kimoja Heroes'
There’s a new superhero coming to town! Hasbro and its entertainment studio eOne have introduced their newest show, Kiya & the Kimoja Heroes. At Licensing Expo in Las Vegas, the two companies unveiled the show’s logo and primary character, Kiya. Read more…
In addition, ahead of Lucasfilm's Star Wars Celebration 2022 set to take place from May 26-29 in Anaheim, California, the Toy Book and Hasbro have tramed up to offer an exclusive first look at four, all-new lightsabers that kids ages 4 and up can wield beginning this fall. Read more…
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TOMY, Hasbro Extend Licensing Partnership for Transformers, G.I. Joe, Peppa Pig, and More
TOMY International and Hasbro have inked an expanded partnership deal, which takes advantage of category-specific and international opportunities where TOMY can extend brands, including G.I. Joe, Transformers, Power Rangers, Peppa Pig, and My Little Pony. Read more…
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Warner Bros. Consumer Products Introduces DC League of Super-Pets Licensing Program
Warner Bros.' latest superheroes can sit, stay, and save the world. Based on the upcoming animated movie DC League of Super-Pets, Warner Bros. Consumer Products and DC have launched a global merchandising program, including toys, video games, children's books, apparel, and more. The items will be available at mass market and specialty retailers leading up to the film's release in theaters only, starting July 27 internationally and July 29 in North America. Read more…
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Little Tikes Campaign Secures 3 Awards at The Prize Awards in Italy
MGA Entertainment's Little Tikes brand earned high honors at The Prize Awards for Public Relations Excellence in Italy. The awards, sponsored and created by the Association of the United Communication (UNA), recognize excellence in Public Relations across many industries in Italy. The Little Tikes “Esci Fiori. Cresci Dentro!” program received the superior achievement in brand-building award and two gold medals in entertainment and non-food mass market categories. Read more…
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The Insights Family Reveals Latest Global Trends Report
If there’s one thing that’s clear, it’s that the new generation of kids is shifting the way companies are marketing and selling their products. The Insights Family debuted its 2022 Mapping The World of Content report, identifying five key trends that brands should look out for: “Kids Dictate the Market Winner,” “Gaming: The New Family Pastime,” “On-Screen Content Driving Purchases,” “Content as Career,” and “Make Content Work for You.” Read more…
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9 Story Media Group, Karma’s World Entertainment Expand Licensing Program
The two companies are working together to grow licensing opportunities for the animated property Karma’s World. The deal was secured by 9 Story Brands for kids to experience Karma’s World with new product extensions, including watches, backpacks, footwear, and more. Read more…
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pocket.watch Partners with 13 New Creators for Original Content
pocket.watch is expanding! The kids' and family content studio has added 13 new creators to its roster. This move expands the company’s audience, content library, and original content slate with the world’s biggest kids and family digital stars. These new creators bring further diversity, broader age ranges, and new formats to pocket.watch. Read more…
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WildBrain Expands the Strawberry Shortcake Brand with New Partnerships
WildBrain is serving up something sweet at Licensing Expo in Las Vegas this year. The media and brand licensing company has inked new licensing, distribution, and promotional partnerships for the beloved Strawberry Shortcake brand. The new opportunities follow the success of Season 1 of Berry in the Big City, with WildBrain dropping Season 2 of the series on the official Strawberry Shortcake channel on WildBrain Spark. Read more…
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Falcon’s Beyond, Moonbug Team up for CoComelon and Blippi Attractions
Falcon’s Beyond, the global entertainment company known for its intellectual property (IP) expansion, has entered into a partnership with Moonbug Entertainment to bring CoComelon, Blippi, and its other kid-friendly IPs into immersive experiences. Falcon’s Beyond plans to create interactive entertainment experiences for fans at Curiosity Playground, a kid-focused destination that will deliver hands-on activations for the whole family. The entertainment venue will be held in Falcon’s Central, a forthcoming retail, dining, and entertainment complex. Read more…
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Talkin' Toys: Toy Fair Reimagined
The Toy Book catches up with Steve Pasierb, president and CEO of The Toy Association, to discuss Toy Fair becoming a fall event in New York, shifting toy industry timelines, and a new Toy of the Year (TOTY) Awards schedule. Read more…
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Supply Chain Struggles Continue as U.S. Toy Industry Prepares for Additional Challenges
This was supposed to be the year in which everything got easier. While the U.S. toy industry continues to post record sales numbers despite the emergence of new and unexpected events, the next 6-18 months are a complete wild card. And, while double-digit sales increases at the register make for great headlines, they may only be telling part of the story. Read more…
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Paramount Global Expands Consumer Products Leadership with 6 Key Appointments
Paramount Global is expanding its consumer products leadership across emerging media, games, global toys, franchise planning, and CP marketing divisions with new roles for key leaders. Read more…
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Moose Toys Appoints David Norman as Global General Manager, Games
Moose Toys is continuing its investment in games. The toy company behind Magic Mixies and Heroes of Goo Jit Zu tapped David Norman to join the company as global general manager, games. This new hire comes after Moose’s previous announcement that the games category would be the company’s primary focus as it grows its business. Beginning May 23, Norman will work out of Moose’s U.S. headquarters in El Segundo, California. Read more…
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Ivan Colecchia Joins The Insights Family as SVP, International Development
The global leader in family and kids market intelligence tapped industry veteran Ivan Colecchia to serve as its new senior vice president of international development. In his new role, Colecchia will oversee business expansion into 22 international markets with more than 100 clients, including Amazon, Hasbro, Paramount, Warner Media, and BBC. Read more…
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Mattel Promotes Sanjay Luthra to EVP and Managing Director for EMEA
Mattel veteran Sanjay Luthra is stepping into a new role. The company promoted Luthra to executive vice president and managing director in the EMEA region. He previously served as senior vice president and managing director. In those roles, he focused on consumer-centric marketing and digital strategy in the region. Read more…
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Hunt A Killer Welcomes Jonathan Lee as CFO
The immersive entertainment company, known for its murder mystery games, has hired Jonathan Lee as its new CFO. In his new role, Lee will help expand the company into new avenues of product development, entertainment, and alternative consumer markets. Read more…
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Moonbug Expands Licensing and Merchandise Team with New Senior Appointments
In an effort to expand its merchandise and licensing team, Moonbug Entertainment has developed two newly created roles. Janice Lam has been appointed to global hardlines director based in New York. Helen Genia has also been named global hardlines director, but will oversee all the regional and global EMEA-based partners. Read more…
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The Toy Book Toy Report™ is a registered trademark of Adventure Media Events, LLC.
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