This year’s Licensing Show is all about kids’ entertainment properties.
What was once a small show in the lower level of New York City’s Javits Center has now blown up into a full-scale production complete with Hollywood’s glitz and glamour. Each exhibitor seems determined to out do the next as they showcase their brands, properties and product lines.
Mattel introduced its evergreen girl, Barbie, with a live fashion show and musical stage performance on day one of the show, Tueday. Dancers sported the latest Barbie fashions as they touted a new fragrance and makeup line for girls set to launch this fall. Also for fall ’04, Barbie’s full-length animated DVD produced with Miramax Home Entertainment, The Princess and the Pauper, will hit store shelves with a corresponding line of products.
Scholastic’s Maya and Miguel could be seen roaming the show floor, eager for their time in the spotlight. Scholastic is currently working up a deal with a major retailer to launch the two characters in stores for spring ’05. The new animated show debuts on PBS this fall. The I Spy property will launch its first-ever consumer promo at 4,000 Hardee’s and Carl’s Jr. locations with four premiums dropping in July and an additional new four debuting in October. Additionally, two new I Spy DVDs will arrive in stores this August, which will help cross-promote the QSR efforts. Also, Clifford will continue to be featured on Lipton’s Cup of Soup packs as Lipton renewed the promo and has agreed to a second year of underwriting the show.
Disney’s Baby Einstein brand is launching a new brand, Little Einstein, with a direct-to-video release this July. The property targets three-to-six year olds and will also debut as a TV show on the Disney Channel in October. To promote the new series, there will be a multi-million ad and p.r. push nationally. In 2006, plush, backpacks, bedding and other consumer products will roll out. Baby Einstein’s Baby Noah video will hit store shelves in October showcasing animals from around the world. A sweeps is in the works to send a group of six on an animal-related vacation.
Nelvana is gearing up for its Beyblade world championship, which takes place this August in NYC at an undisclosed location. Fairly Odd Parents will be featured in a Kraft promo with 17.7 million on-packs that will feature bookmarks and other kid cutouts. Participating skus include Mac & Cheese, Mini Oreos, Mini Ritz and select Post cereals. In 2005 the Fairly Odd Parents will be featured in a set of six premiums at Burger King.
Andy Davenport, co-creator of Ragdoll’s Teletubbies, was on-hand at the show as he helped to launch Teletubbies products, which will now feature a special message to parents. The message will help explain the show and how it facilitates learning, play and movement in preschoolers. He also pointed out that the show continues to be popular and that PBS Kids will carry it through 2008.
HIT Entertainment is launching a sweeps to support two new Bob the Builder videos and it will run from July 27 through Dec. 31. Inserts for the sweeps will be included in more than 700,000 VHS and DVDs. Toys ‘R’ Us will also feature a Barney promo in which kids bringing in a ticket stub from the loveable purple dinosaur’s live tour will get a “Barney chat”–an actual phone number will be provided for kids to chat with Barney.
Sesame Workshop’s booth had some celebrities of its own–fashion designer Nicole Miller and NASCAR great Jeff Gordon both were on hand. Miller is designing a new line of children’s apparel for Sesame to be sold in department stores. Gordon appeared with a Sesame Street-branded racecar and some characters from the show. In other news, Sesame Beginnings products for infants launches in Spring ’05, a home video is currently in development for this new product line and is slated to launch the end of ’05. Also some of Sesame’s newer licensees include Elmer’s for arts and crafts, Gund for finger puppets and plush and Madame Alexander for collectable dolls.
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