Archive | Toys/Games

It’s Anyone’s Game

TV competition shows are a growing area of interest for brand extension, particularly for properties from the worlds of board games, interactive gaming, and character/entertainment. Some of the IPs, gaming-based and otherwise, that are lending their names to current and upcoming reality competition shows include: Harry Potter. A four-part quiz show, Harry Potter: Hogwarts Tournament […]

Continue Reading

The Numbers Are In

The toy industry is having a good year in 2021, as measured by the major public toy companies’ quarterly results to date. Some observers had thought industry growth would slow in 2021 after a significant bump in dollar sales in 2020, fueled by the need to keep families occupied during the COVID lockdowns. In addition, […]

Continue Reading

Competitive Advantage

Thanks at least in part to the rise in board games’ popularity during the pandemic, corporate and fashion marketers have gravitated to this category. Several have recently created limited-edition board game releases as a means to promote their brands: Vivetta Ponti, an emerging Italian designer, paired with Mattel’s new collaborations platform, Mattel Creations, for a […]

Continue Reading

Game Play

Three leading toy companies recently signed renewals of existing licensing deals tied to mainstream video game properties, or otherwise expanded their current assortments. This is a reminder of how the toy-licensing landscape has changed over time from almost entirely TV- and film-based to an environment where video games, one of today’s major leisure-time activities, play […]

Continue Reading

Signs of a Comeback

The last few months have brought news about the signing of several multi-faceted, multi-year toy deals, both in the U.S. and globally, many involving well-established properties: Spin Master joined the Wizarding World through a deal with Warner Bros. Consumer Products, with plans to produce playthings tied to the Harry Potter and Fantastic Beasts franchises. Merchandise […]

Continue Reading

Everyday Heroes

Toys and collectibles depicting police officers have taken a hit since the protests against police brutality began almost a month ago with the killing of George Floyd. Lego temporarily stopped marketing its police-centric building kits (but did not stop selling them), while Paw Patrol has come under scrutiny in some quarters for portraying the police […]

Continue Reading

Kid Stuff

At Toy Fair New York in February, one of the trends was the large number of influencers signing toy deals. Most of the celebrities associated with the products on display there were young adults whose content appealed to children or collectors. More recently, a raft of agency representation and toy-centric licensing agreements have been focused […]

Continue Reading

More Visibility for Disability

Over the past several years there has been a focus on diversity and inclusion of all types in advertising, content, and consumer products. The introduction of characters with physical and mental disabilities has been a recent manifestation of this trend, with more and more examples in the toy and children’s entertainment industries, especially in the […]

Continue Reading

Influencing Playtime

Influencers with large social media followings, especially on YouTube, have had a noticeable and growing presence at Toy Fair New York over the past few years. With some important exceptions, their role has been more about endorsements than products. Recently, however, there has been a spike in signature toy lines tied to influencers and their […]

Continue Reading