which are plush toys that resemble balloon animals. Both lines include a code at purchase that unlocks premium features in the free, downloadable BirthdayLand app.
DISNEY CONSUMER PRODUCTS LAUNCHES MULTIPLATFORM KEYS TO THE KINGDOM CAMPAIGN Disney Consumer Products will launch Keys to the Kingdom, a multi-platform experience intended to drive awareness and excitement for new Disney Princess product offerings across multiple categories at retail. Disney Princess fans will have the opportunity to unlock music videos, app extensions, and other special content that celebrate the inner qualities of the Disney Princess characters. Mattel, Jakks Pacific, and other licensees have developed dolls and role-play items that introduce new character art and key-inspired designs. For spring release, Mattel has created a Disney Princess Royal Celebration Dolls line, which comes with a special invitation that unlocks premium content in the new accompanying Disney Royal Celebrations app, available now for free in the App Store.
AUTISM SPEAKS PARTNERS EXPRESS TOYS
WITH
LEARNING
Learning Express Toys (LE Toys) has entered into a yearlong partnership with Autism Speaks, and will offer different ways for shoppers to donate to the organization, which supports people with autism. During the month of April, which coincides with Autism Awareness Month, in exchange for a donation of $2 or more, shoppers can add their names to Puzzle Piece cards to show their commitment to Autism Speaks. Throughout the year, LE Toys will also hold sensory shopping fun and play day fundraisers to benefit the not-for-profit organization.
MGA SIGNS AS MASTER TOY LICENSEE KONG—KING OF THE APES
FOR
Arad Animation and 41 Entertainment have granted the exclusive worldwide master toy license for Kong—King of the Apes to MGA Entertainment. The product line will include action figures, electronic and action plush, play sets, vehicles, games, and learning aid toys for kids ages 5 to 10. Kong—King of the Apes is a Netflix original series slated to debut next year. “We were attracted to this great brand because of its iconic nature, Avi’s great storytelling and designs, and the power of Netflix as a platform,” says Isaac Larian, president and CEO of MGA. “We are excited to design and produce a strong product line for 2016.”
MARCH/APRIL 2015