Tag Archives: Feature

Licensing nostalgia: Why Mattel is looking to the allure of yesteryear in 2020 and beyond

Whether it’s in the revival of the Masters of the Universe franchise, the ongoing celebrations for the 75th anniversary of Thomas and Friends, or the new waves that its pre-school brand Fisher-Price is making across markets right now, Mattel is well and truly tapping into the nostalgia trend this year. …

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Paper scissors, rock! Paper Engine talks its Build Your Own toy range success and the ongoing eco-movement

For 20 years, Keith Finch has been somewhat of a hero of the pop-up book scene. An origami entrepreneur, Finch has headed up his Paper Engine business since 2012, over which time he has designed and developed some of the most intricately striking imagery across the marketing and book publishing …

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Hasbro’s VP of consumer products Marianne James on becoming a pre-school powerhouse

When Hasbro first made clear its plans to take over the Entertainment One entity at the end of 2019, the writing was pretty much on the wall that 2020 was going to be an atypical year for the world of children’s entertainment, licensing, and toys. No one quite knew exactly …

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Franchise Building: How WildBrain Spark is building the digital world of Mattel’s Cave Club

WildBrain Spark is an expert in navigating the YouTube scape and developing emerging IP in the children’s entertainment space into world-conquering franchises. This month, WildBrain Spark’s commercial director, Rachel Taylor illuminates the industry on the firm’s current partnership with Mattel and its new kids’ property Cave Club. YouTube has changed …

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“Clixo is my LEGO brick”: Toyish Labs CEO talks about what happens when origami meets construction toys

When the toy designer and the CEO of Toyish Labs, Assaf Eshet, finally struck upon his idea for Clixo, he believed he had stumbled across his LEGO brick. In his own words, Clixo ‘is the holy grail of his design journey,’ a concept that brings in the fundamentals of origami …

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Sponsored Content: PAW Patrol goes prehistoric as Spin Master introduces new Dino Rescue sets

PAW Patrol is going prehistoric! Introducing for the very first time a dino theme to the PAW world. PAW Patrol is ready to jump into Jurassic action and RYDER and Pups have their paws full when a secret Dino World yelps for help! With dinos roaming wild, there’s bound to …

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Sponsored Content: Spin Master powers up DC Batman range with super hero marketing

Leading UK toy company, Spin Master, continues its partnership with Warner Bros. to bring Batman’s adventures to life with innovative toys. As one of the newest toy licensees for the iconic Batman franchise, Spin Master is bringing its unique twist to innovative product including boy’s action figures, remote control vehicles, …

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Edx Education’s Heather Welch: “Educational toys are going to hit a stride like never before”

Until only recently, Edx Education had sold its products through Amazon, an evolution itself of the business it built some 25 years ago sourcing and distributing learning products to schools across the UK. Having found success in the space, and in response to the ongoing demand for such products, the …

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Pumpkin Projects’ Valeria Miglioli: “Too long we’ve been flooded with toys for a quick sale and no longevity”

Having spent 16 years heading up product development at Fiesta Crafts, Valeria Miglioli has made her return to the scene with a clear cut and defined message to present to the market; that this is an industry that should always strive to be better than what it was before. It’s …

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Artist formerly known for prints: Laurence King Publishing is settling into the children’s games sector

From specialist publisher of art and design books, to a top pick of the independent retailers plugging into the ‘make and do’ market, and a growing name in the children’s games and gifts sector, Laurence King’s reputation is a steadily flourishing one. For a company that “stumbled into the children’s …

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