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Industry
FanTOYstic Fact For 50 years, the G.I. Joe brand has entertained kids of all ages with its collection of military-themed action figures and play sets. While the term G.I. Joe has long referred to members of the U.S. armed forces, the decision by Hasbro to adopt it came after the success of The Story of G.I. Joe, a 1945 movie starring Robert Mitchum and Burgess Meredith. The classic film centered on a company of Army infantrymen facing combat situations in Tunisia and Italy. Designed by the late Donald Levine, Hasbro’s then-head of research and development (Levine passed away on May 22), G.I. Joe: America’s Movable Fighting Man was first unveiled at the American International Toy Fair in 1964. Since that time, the brand has evolved from initially depicting the four branches of the military, to adventurers and superheroes famous for their “kung fu grip” during the 1970s. In 1982, the line was re-launched as G.I. Joe: A Real American Hero, which introduced fantasy/science fiction elements; fan favorite characters, such as Snake Eyes and Baroness; and a terrorist organization called Cobra as the antagonist. This popular era served as the basis for two recent G.I. Joe movies from Paramount. To help celebrate G.I. Joe’s half-century of prominence, Hasbro has partnered with Toys “R” Us for an exclusive, 50th anniversary line of 3.75-inch scale action figures and vehicles, which will re-introduce several G.I. Joe and Cobra characters that have not been available for decades. Baroness action figure
8 • THE TOY BOOK
TOY STATE ACQUIRES NIKKO, NIKKO ENTERTAINMENT Toy State has secured the worldwide rights to Nikko by acquiring the consolidated operations of its Japan and Hong Kong offices. Toy State has also acquired Nikko Entertainment BV, the European arm of the company’s R/C toy category. Nikko manufactures R/C toys, from custom vehicles, boats, and flying items to an array of preschool R/C toys. These toys are marketed through licensing partnerships with global automakers, as well as brands such as Transformers, Hello Kitty, Fast & Furious, and Angry Birds. The acquisition expands Toy State’s presence to Amsterdam and Japan, as well as in Hong Kong, the location of its current headquarters. The acquisition will also serve as a platform for the company’s continued expansion into Europe. Toy State’s U.S. office is located in Boston.
CTA, TIA ENTER AFFILIATION AGREEMENT The boards of directors of the Canadian Toy Association (CTA), along with the U.S.-based Toy Industry Association (TIA), have approved a formal relationship. Under the terms of the initial three-year agreement, CTA will become an affiliate of TIA beginning July 1, and any TIA member with operations or sales in Canada will be eligible for CTA membership at no additional charge. In addition, CTA members, including distributors, will become eligible for membership in TIA. Financial support provided by TIA will support CTA’s advocacy activities and operational programs, such as the promotion of toy sales in the Canadian market. CTA will no longer organize or host any trade fair or toy marketplace event. A representative of each organization will sit on the leadership committee of the other body. CTA will maintain its Canadian incorporation, its own mission, and its own bylaws. The agreement was approved by the TIA board of directors at its meeting on May 7, and by the CTA board of directors at its meeting on May 8.
WICKED COOL, SESAME WORKSHOP TO PARTNER ON SUMMER AND SEASONAL PRODUCTS Wicked Cool Toys has signed a multi-year licensing agreement with Sesame Workshop for summer and seasonal toys based on classic Sesame Street legacy characters, including Elmo, Cookie Monster, and Abby Cadabby. The licensing agreement covers North America, and the line is ex-
MAY/JUNE 2014