New licenses signed by major toy companies over the past year illustrate how far the entertainment/character licensing space has transitioned away from its historical reliance on properties with television as a key component of their distribution platform. This is one of the most mainstream of mainstream categories, historically targeting a global market with mass-priced products […]
Tag Archives | Moose Toys
Joining the Fight Club
Two toy-industry deals announced this month, for the fighting franchises WWE and UFC, respectively, are the latest of a number of agreements in this space to launch over the last couple of years. In addition to the loyal family audience attracted to the leading properties, fighting-related IPs offer a clear play pattern that makes them […]
Big-Name Content Creators Eye Toy Industry
The phenomenon of influencers expanding their brands into the toy industry in a big way goes back to the mid-2010s. There has been a burst of activity lately, with a range of personalities, including some very big names, jumping into the space: In January 2024, Moose Toys announced a new relationship with MrBeast (a.k.a. Jimmy […]
A Hunger for Branded Meal-Time Minis
The market for toy collectibles featuring real food and beverage brands seems as strong as ever, with demand continuing, new brands launching, and additional licenses being signed. Among the key players: Zuru Mini Brands offers Foodie Minis, which encompass more than 100 grocery brands, mostly from the U.S., Canada, and the U.K, ranging from Bazooka, […]
Food Truck Feast
By Karen Raugust on October 21, 2021 in Character/Entertainment, Content, Design and content themes, Licensing, Toys/Games
Food trucks have become ubiquitous on street corners across the U.S. and in some other territories since at least the mid-2010s. As a result, they have emerged as a frequent element within children’s storytelling—including both food-centric and non-food-centric TV shows, books, games, and movies—as well as a common theme in kids’ consumer products, especially toys. […]
Costume Change
The costume industry is in the midst of transitioning from a historical focus on kids and Halloween to more of a year-round, all-encompassing, and all-ages business. This change is occurring due in part to an increase in adults going all-out to celebrate Halloween and to the rise of massive fandoms tied to pop-culture properties, many […]
Family Affair
Digital influencers’ content often features supporting appearances by friends and family. Ryan Kaji’s videos include his parents and younger twin sisters, who also have their own spin-off channel, although the Ryan’s World licensing program is focused exclusively on Ryan. Siblings Charli and Dixie d’Amelio and Jake and Logan Paul sometimes play a role in each […]
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 […]
Compound Interest
Two of the top-of-mind trends in the toy industry over the past two years have been mini collectible figures, especially in blind boxes, and compounds in the form of slime, sand, dirt, and ooze. More recently, those two trends have come together, as low-priced, collectible minis are not just packed in blind boxes but encased […]
A Crush of Collectibles Brands
Even as mini-collectible toys have become a key category for entertainment/character licenses of all types, properties with roots in the world of collectibles are also increasingly launching outbound licensing programs. Some of the newer entrants into the market include: Splashlings from TPF Toys, licensed by Shaftesbury/Smokebomb. Licensees announced to date include Boston America, Children’s Apparel […]