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 heavily involved in product development, with a particular focus on preschoolers.
A case in point: singer Shakira’s deal with Fisher-Price, announced in October. The deal centers on a co-created line of six developmental toys, which debuted on Amazon in November. The products are accompanied by a web series highlighting Shakira’s thoughts on motherhood, and a charity tie-in to her foundation.
In 2013, Kathy Ireland partnered with Bendon Publishing, best known for its extensive range of licensed coloring and activity books, for a line of preschool book sets, puzzles, and games. The deal strengthened Bendon’s distribution in higher-end retail channels and gave Ireland entry into a new category.
Most recently, actress Dee Wallace, best known as the mom in E.T., announced she will be at Toy Fair this year to support her new interactive “MySelfie” plush bear. The product teaches toddlers about self-esteem and empowerment, in the hopes of counteracting negatives such as bullying and bulimia later in life. Wallace has a brand called Conscious Creation that she has been marketing through a radio program and books.
Meanwhile, actress Jessica Alba has been actively developing products for preschoolers as well, through her Honest Co. In her case, the sweet spot is natural and organic health and beauty products and apparel, rather than toys.
We will be covering more toy topics—and their connection to licensing in general—as the Licensing Trend of the Month in our February 17 e-newsletter. Subscribe below, or visit the RaugustReports home page to subscribe to the newsletter and/or sign up to receive blog posts by email twice per week.
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