We have additional consumer products brands product in the pipeline and expect the appeal of these properties within the toy category to increase. These vehicles are part of a meaningful growth segment within our popular Hollywood Rides line. Our pop culture vehicle line now includes Mr. Jada Toys has released action figures of Chester Cheetah, Franken Berry, Count Chocula, and Boo Berry to acclaim and success. To what do you attribute this upswing?Īmy Austin, Vice President, Global Licensing, Jada Toys at Simba Dickie Group: Nostalgia and collectability don’t often go hand in hand, but some brands are able to hit those early consumer memory moments with great benefit. Click here to read it in print! TB: While it’s not a new thing, more mainstream consumer products brands are making a bigger statement in the toy and game space of late. Products in multiple categories are taking on “skins” that are not so much just a germane character/on style guide form from a big movie, but could just be the character markings, and thematic emblems printed on a product that has nothing to do with those particular IPs. Smaller toys are dominating the industry outside some of the obvious nostalgia plays or big tent movie brands that are way too compelling and attractive to leave out of the mix, i.e., Teenage Mutant Ninja Turtles: Mutant Mayhem this summer. Jonathan Cathey, Founder & CEO, The Loyal Subjects: It’s a mixed bag things are back to basics, more toyetic, more experiential, more focused on a repeat play pattern, something that has a competitive spin, something tactile, or sort of recycled “wow!” ideas such as Skydancers, Rock ‘Em Sock ‘Em robots, or Stretch Armstrong-like products with new spins or updated ideas. RELATED: The Toy Book’s 2023 Licensing & Entertainment Issue Is Here! And Rubies in EMEA is very proud of its Green Collection of costumes, which includes Ladybug made from 100% responsibly sourced materials and recycled polyester from plastic bottles. We recently signed a new license with eco-design manufacturer Greenre for sustainable stationery and activity products with distribution across North America in 2024. Plush, sustainable, STEAM-based, and kidult-focused products continue to grow. Working together with Playmates Toys, we have developed the Miraculous Chibi Mini Playsets that will launch this fall inspired by the Miraculous - Tales of Ladybug & Cat Noir Chibi shorts on YouTube. Julian Jacob Zag, Executive Vice President, Global Operations & Head of Consumer Products, ZAG:One trend that continues to resonate with fans is the micro toy market - micro toys are portable and very price competitive. For games in particular it seems cooperative play is still on top kids want to win, but the payoff comes when you lose, and everybody gets a laugh. Things like botany, gardening science, butterfly sets, and explorative toys involving treasure hunt-themed activities surrounding wildlife, plants, etc. We are proud of the work we have accomplished to drive awareness, interest, and fandom in this sector, and we will continue to bring the best and most exciting intellectual properties (IPs) to this space.Īaron Thompson, Director of Sales, Blue Marble: For STEM, outdoor active play is trending up. Our direct link to Japan makes us leaders in this category, and we are strategically positioned to bring the latest and most exciting anime toys and games to the Western market. The overall anime market is projected to reach $60 billion in the U.S. Kenji Washida, Senior Vice President Marketing & Strategy, Bandai Namco Toys & Collectibles America: While this year’s Toy Association trend report identified anime to be on the rise, Bandai Namco Toys & Collectibles America (BNTCA) believes that anime has proven itself to be more than just a trend, it’s become a cultural mainstay. We can see this in our success stories, like Among Us, Minecraft, and Roblox, and now we are working to replicate that success with the launch of Piñata Smashlings. Omer Dekel, Chief Operating Officer, PMI Kids’ World: Video gaming and mobile games are extending over into the physical toy market. Sharon Weisman, CEO PowerStation Studios U.S.: Anniversaries and milestones, video game franchises, sustainability, collectibles, educational (beyond STEM), and adult party games are areas for growth, alongside products that are FUL - they’re not ageless, genderless, or unisex - they’ll be GenderFUL, as in “everybody is invited to the party!” The Toy Book: What are some of the biggest trends that you see emerging for licensed toys and games at retail this year? Timed with Licensing Expo, The Toy Book brings together a panel of licensing agents, manufacturers, and IP owners for a roundtable Q&A covering the trends and challenges shaping the business.
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