Licensing Expo 2014
SABAN BRAN
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aban Brands’ Power Rangers is licensed to more than 200 global partners across many markets, including toys, apparel, games, and party goods. Master toy licensee Bandai has created a line of Power Rangers Super Megaforce toys, available now in the U.S. with an international rollout to come later this year. Products include all-new Morphers, Ranger Keys, Megazords, and more toys inspired by this season’s Power Rangers series, which currently airs in 150 markets worldwide. Power Rangers Megaforce is available globally On Demand, and through Netflix, Hulu, Xbox, iTunes, and Amazon. The 21st season series, Power Rangers Super Megaforce, began airing in February on Nickelodeon in the U.S. and is set to air on Channel 5 and Nickelodeon in the UK this summer. Saban Brands’ animated preschool series Julius Jr. currently broadcasts on Nick Jr. in the U.S. and will premiere in international markets this year. The brand will also make its way to retail with its full consumer products roll out this year. Global master toy licensee FisherPrice has created a toy line for kids ages 2 and up, which features Julius Jr.-inspired play sets such as the Julius Jr. Rock ’n Playhouse Box, which features a 3-inch Julius Jr. figure, an art table, a keyboard, a microphone, a skateboard, a ramp, and a rocket. In a licensing deal with Random House Children’s Books, a full range of color and activity books, leveled readers, storybooks, and novelty books for preschool-aged kids is available now. A consumer products line featuring apparel, accessories, craft activities, and role play will follow.
ACTIVISION
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o date, Activision’s Skylanders franchise has generated more than $2 billion in retail sales worldwide, making it the No. 1 kids’ video game franchise last year. This year, Activision has signed 175 global partners for its Skylanders brand. In addition to the core interactive game and action figure product lines, which are produced by Activision, Skylanders is currently represented in every major category. Partners include Hybrid, Mad Dog, MZB, and Isaac Morris for apparel and accessories; FAB for back-to-school products; McDonald’s as a restaurant partner; and General Millls for fruit snacks. Pressman Toy will provide board games, Mega Brands will offer construction sets and role-play items; and Rubie’s Costume Co. has signed on for costumes. Other Skylanders partners include BDA for gaming accessories; Franco, Northwest, and York for home décor; American Greetings for party goods; Penguin for publishing; IDW for graphic novels; Crayola for color and activity sets; Wish Factory for swim products; Street Flyers for sporting goods; and Trends for posters, calendars, and stickers. In addition to Skylanders, Activision has created a lifestyle merchandising program for its Call of Duty franchise. For Call of Duty, Activision has partnered with Mega Brands for construction sets, Turtle Beach for headsets, Trends for posters, BDA for mobile accessories, and Bioworld for apparel.
Skylanders Bedding, from Franco Northwest
110 • THE TOY BOOK
MAY/JUNE 2014