Besides global themes, each country has its own licensing stars. For example, the animal characters from Dezico in China.
Horrid Henry in the UK, Die Maus in Germany, and Titeuf in France. “Licensed toys account for about 25 percent of the overall toy market in Poland,” says Anna Wakulak, editor in chief of Polish trade magazine Swiat Zabawek. Successful trends there include app stars Angry Birds, Mattel’s Monster High, the newly styled Minnie Mouse, and Star Wars.
Balala the Fairies targets girls. The global potential of the licensing business is very promising. Experts expect this year to be the strongest year in recent history for toys tied to movies. “[This year], we think Teenage Mutant Ninja Turtles will be strong, and maybe the first Lego movie as well,” says Hedö. The latter is a 3-D animated adventure based on a story centered around the Lego construction sets, featuring popular and new figures. To mark the occasion, Lego will launch a line of its own, which will be complemented by a diverse range of products from licensees worldwide. Sequels to successful films will equally define the business in the near future. Accordingly, The Amazing Spider-Man 2, Jurassic Park 4, Transformers 4, and the last part of the The Hobbit trilogy will soon appear on cinema screens. In 2015, cinema-goers will meet old friends such as Charlie Brown and Snoopy, as announced in October by Peanuts Worldwide. This will be preceded by 500 completely newly animated short stories based on the comics and characters created by Charles M. Schulz. The new collection will be available for global distribution this fall. ■
Disney Tops the List Star Wars remains a best-seller. It ranked second in the 2012 top 10 of the most successful merchandising themes in the American and Canadian licensing market, generating U.S. $1.47 billion in sales, second only to Disney Princess and ahead of Sanrio’s Hello Kitty. Having acquired Lucasfilm, Pixar, and Marvel, there is no doubt that Disney leads the field in this sector. The heroes of the American corporation are also high in the popularity stakes in Asia, alongside established local characters. The cartoon series Boonie Bears and Dezico, for example, appeal to younger kids in China. Armor Hero, on the other hand, offers plenty of action for boys, whereas
FEBRUARY 2014
Lego construction sets and a diverse selection of licenses will coincide with the release of the Lego movie.
THE TOY BOOK • 251