As STEM education has gained traction in schools and at home, there has been a parallel rise in interest and availability of toys and children’s products that teach science, technology, engineering, and math, with science and engineering leading the way. This trend has resulted in an incremental increase in the presence of licensed media and […]
Archive | Toys/Games
Embracing Offbeat Opportunities
When licensing executives walked the aisles of Toy Fair years ago, they would see products based on the top entertainment and character licenses at the booths of exhibitor after exhibitor across the show floor. Today, licensing activity in the toy category, even for the hottest licenses, tends to be consolidated with the master licensee and […]
Lending Star Power To Playthings
Celebrity licensing, which has become so prevalent in apparel, accessories, home décor, beauty, and other categories, has not touched the toy industry much to date, aside from the occasional endorsement deal or signature doll line. But the landscape is starting to change. More celebrities are not only lending their names to toy lines, but becoming […]
Building a New Category Through Licensing
The year 2014 has been notable for enticing several toy companies to enter the construction kit arena for the first time, thanks to the strong performance associated with these products—particularly the licensed portion of the market—over the last few years. Licensed building kits, for both collectors and kids, have led the way: Japanese toymaker Bandai […]