The Licensing Blog

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Hasbro Scores a Direct “Hit” with Gaming and Toys from Universal Pictures’ Battleship

Hasbro, Inc. will turn one of its timeless brands into a multimedia entertainment property this year with the release of Universal Pictures’ epic action-adventure Battleship. Hasbro will augment the experience of the film with an action-packed line of Battleship-themed toys—both in the gaming realm, where the Battleship brand originated, and in a brand new line of KRE-O building sets—as well as an expansive line of licensed goods, several of which debuted at Toy Fair.

Battleship-themed products include:

  • Classic Battleship Movie Edition Game
  • Deluxe Battleship Movie Edition
  • Battleship: Hidden Threat Card Game
  • Kre-O Battleship building sets
  • Battleship video game from Activision Publishing, Inc.
  • Updated version of the Battleship application from Electronic Arts for the iPhone, iPad, and iPod Touch
  • T-shirts, hoodies, and shorts from Rocawear
  • The Battleship Crew Series, Hasbro’s “behind-the-scenes” apparel and accessories collection inspired by the gear worn by the filmmakers and crew, features exclusive fashions from New Era and Red Monkey Designs

In addition, Hasbro is working with licensees around the globe to bring to market an amazing array of lifestyle products in key categories that will resonate with consumers worldwide. Products will range from T-shirts and caps to costumes, backpacks, and publishing from licensees including Disguise and Random House.

New Tetris-Themed Products Introduced at Toy Fair

The Tetris Company, LLC, the exclusive licensor of the Tetris brand, and its merchandising agent, Licensing Works!, announced several new Tetris-themed products from licensees Techno Source, Paladone, and Fundex, which showcased their new Tetris products at Toy Fair.

Techno Source introduced its new Tetris Illuminated Mega Screen game. The stand-alone handheld device is designed with a large, illuminated screen to play a choice of three Tetris games, including the marathon version. It is the first stand-alone handheld to include a hold button, which allows players to keep a Tetrimino (the Tetris playing pieces) shape to use later in the game. The Tetris Illuminated Mega Screen game is expected to ship this spring, with in-store availability at Target, Kmart, and Toys “R” Us retailers to come this fall.

Techno Source also showcased its Tetris Link 2-Player Edition, a family strategy game designed for play at home or on the go, as a follow up to the Tetris Link tabletop strategy game. Tetris Link 2-Player Edition is expected shipping this spring, with in-store availability to come this fall.

debuted three new Tetris products at Toy Fair. The Tetris Desk Tidy is a new collection of office supplies, including a double highlighter pen, a pencil holder containing five pencils, a sharpener and eraser, a memo pad, a tape dispenser, a staple-free stapler, a desk organizer (with rubber bands and Tetrimino shaped paper clips), and Tetrimino-shaped stress blocks. Paladone also showed the Tetris Stackable Desk Light and the Tetris Alarm Clock, featuring numbers that change using falling Tetrimino shapes. All three new Tetris products will become available for purchase in September.

offered demonstrations of its games: Tetris The Card Game, a multiplayer card game; Tetris Tumble, a multiplayer strategy dice game; and Tetris Matrix, a single player strategy puzzle game. All three Tetris products are available for purchase at Books-a-Million, Barnes & Noble, and Calendar Club.

Mr. Potato Head Rises at Toy Fair

Warner Bros. Consumer Products announced new partnerships timed to coincide with Toy Fair. WBCP awarded The Bridge Direct, Inc. the master toy license for Looney Tunes. WBCP also partnered with Wonder Forge for preschool products, which will include DC Super Friends. Both companies previewed their lines at the American International Toy Fair.

WBCP also partnered with PPW Toys, under a licensing agreement with Hasbro, Inc., to launch a line of Mr. and Mrs. Potato Head figures. Mr. Potato Head has never been faster than a speeding bullet or summoned by the “Bat Signal” to wipe out crime on the streets of Gotham City—until now.

Mr. Potato Head leaps into the role of his favorite DC Comics superheroes, including Batman as The Dark Knight, ready to launch this June in time for the July 20 theatrical release of The Dark Knight Rises. Classic Superman and Wonder Woman spuds will follow in time for the holiday season, and more DC Comics superheroes and villains are planned for next year.

Of course, these being Mr. Potato Head toys means that all the components will be interchangeable, and fans will be able to mix and match pieces with hilarious results. The line of figures will be available at specialty retailers and e-tailers starting this summer.

Official Marvel Colognes and Perfume Launch at Toy Fair

Jads International, LLC debuted its line of Marvel prestige colognes and perfumes at Toy Fair in New York City. The Avengers Cologne Set, Black Widow Perfume, Infinity Formula for Men, and Mischief Cologne will be available to the public in April in the U.S. and Canada.

The Avengers Cologne Set features four heroic fragrances:

  • Patriot Cologne, inspired by Captain America, pays homage to the confident, stand-up to bullies, hard working average Joe in every man. The cologne features hints of green lime and white pepper with finishes of dry oak wood, sandalwood, and tequila.
  • Mark VII Cologne, inspired by Iron Man, combines mandarin and jasmine with light patchouli to create a contemporary expression of “I don’t play well with others” confidence; leaving you ready for whatever a genius, billionaire, playboy-philanthropist might encounter throughout his day.
  • Worthy Cologne, inspired by Thor, is a woody citrus cologne with a combination of bergamot, frozen ginger, and wheatgrass blended with a hint of fresh natural grapefruit and layered with cypress; creating a deep dry masculine almost “God-like” musk.
  • Smash!, inspired by Hulk, is a clean scent with clear top notes of water lily and nutmeg, which carries on an intense woody dry down, enriched with Indian sandalwood, dry musk, and warm cedar. Complimentary to full range emotions, it wears well at work, in the lab, or an evening out on the town.

Three other scents will be available outside of the Avenger Cologne Pack:

  • Black Widow Perfume—Russian spy, trained assassin, world-class ballerina, girl from legal department. This perfume has a clear shot of citrus slowly giving way to sensual caramel and honey. The scent dries down with a blend of bitter chocolate, clear patchouli, and praline.
  • Infinity Formula Cologne—Inspired by Nick Fury, CIC of S.H.I.E.L.D., this cologne is a seductive fragrance for not just any man, but only for those who will risk everything to keep the dream of freedom alive. And sure, you could describe it as a citron cocktail smoothed over with a couple of stiff shots of tonka bean and guaiac wood; or you could just put it on and know it makes you smell good.
  • Mischief Cologne—Inspired by Thor’s bad brother, Loki, this unisex fragrance combines a base of green tea and amber with bergamot and cardamom in a dangerous-sexy, yet playful way that wears well on anyone, day or night.

U.S. Partners Find Waldo at Toy Fair

Classic Media signed new consumer products partners for Where’s Waldo? in the U.S. The new Where’s Waldo? program will hit retail timed to Waldo’s 25th anniversary, which commences this fall.

These new licensees join existing Where’s Waldo? partners, including Candlewick Press (publishing), Ludia (Apple mobile games), Gameloft (mobile games excluding Apple platforms), and Elope (costumes). Many of these licensees showed Where’s Waldo products at Toy Fair.

Techno Source, a division of LF Products and part of Li & Fung Limited, will be developing innovative Where’s Waldo? board games, puzzles, card games, and novelty items, including the original Where’s Waldo? search-and-find glitter wands.

Concept One Accessories will develop a diverse line of Where’s Waldo? fashion accessories for a wide variety of consumers. They will launch Where’s Waldo? bags, headwear, belts, wallets, and slippers that appeal to juniors, young men, and tweens.

Jem Sportswear and Awake will develop a line of fashion forward Where’s Waldo? fashion tops across all their divisions, including men, juniors, boys, and girls.

Alexander Doll Company, Inc. will commemorate Where’s Waldo’s 25th anniversary with a line of limited-edition dolls. The company will develop a collectible version of Where’s Waldo? soft dolls, vinyl dolls, and dolls with coordinating Where’s Waldo? accessories.

Virtual Greats will launch Where’s Waldo? virtual items online to reach a growing global virtual goods market. They can be purchased as virtual gifts/collectibles, or as elements used to enhance/accessorize user avatars and/or digital worlds.

Skinit, Inc. launched Where’s Waldo? electronic skins in November. The covers, referred to as “skins,” can be applied to a broad range of devices, including smartphones, laptops, MP3 players, gaming consoles, and everything in between.

Ludorum’s Licensees Ride the Rails at American International Toy Fair

Chuggington will continue riding the rails into toy stores and onto TV screens this year with support from Ludorum’s licensees and Disney Junior, which will premiere the third season of Chuggington to coincide with the launch of the 24-hour Disney Junior channel on March 23. Disney now holds the rights to 46 episodes. Several of Ludorum’s licensees for Chuggington unveiled new products at the American International Toy Fair, held February 12-15 at the Jacob K. Javits Center in New York City.

Tomy, Ludorum’s master toy partner for Chuggington, led the way with the introduction of an all-new track system for its Chuggington Die-Cast Railway. The system enables fans to build track layouts vertically for the first time by providing the stability required to achieve tall, spiraling layouts. Easy to connect and simple enough for preschoolers to build on their own, the new track system is a durable and sturdy solution for adding elevation to train sets and creating action. Tomy’s Chuggington Wooden Railway system will be augmented with new engines or “chuggers” based on the characters who will appear in the new Chuggington episodes premiering this year on Disney Junior. Feature-packed starter train sets, buildings, and tunnels will debut at key price points. All are made with classic, high-quality wood construction, which is compatible with other major wooden railway toys.

Other Chuggington licensees at Toy Fair:

  • Playhut exhibited a Wilson play tent from its 2012 line
  • Little Kids introduced Chuggington bubbles and bubble toys, including the Chuggington Bubble Train Whistle and the Chuggington Light-Up Bubble Chugger
  • Hedstrom displayed new Chuggington playballs
  • Mega Brands introduced Chuggington Mega Bloks line, which includes four sets and six buildable chuggers
  • Modern Publishing showed Chuggington titles in its coloring and activity lines
  • Publications International showcased its line of Chuggington electronic sound books
  • Bendon Publishing introduced a proprietary publishing line as well as educational workbooks based on Chuggington’s Training Times lessons
  • Trends International unveiled a Chuggington sticker line with a Sticker Flip Pack and a Sticker Dimensional Scene at the show
  • Cardinal Industries, Inc. introduced additional puzzles to its Chuggington line
  • Ravensburger debuted seven puzzles, including Chuggington: Four Seasons, a set of four puzzles in a collectible tin that helps teach children about the seasons; and Traintastic Crew, a 40-piece puzzleballfeaturing the colorful world of Chuggington
  • Wonder Forge showcased its line of Chuggington games

PHOTOS: Toy Fair 2012, Told Through Our Editors’ Smartphones

American International Toy Fair, held in New York City at the Javits Center every February, is always a blast, and this year’s event did not disappoint. Below is only a snapshot of the interesting people, places, and things the editors of Adventure Publishing Group saw at the fair. So click away, and see you next year!

Tons of pictures after the jump!

Read the rest of this entry »

TIA Partners With Adventure Publishing for Brand & Entertainment Licensing Showcase

New York City is slated to become the next stop on the global licensing circuit as the Toy Industry Association (TIA) launches its new Brand & Entertainment Showcase in February. Co-located with the 109th American International Toy Fair, February 12-15, the showcase offers an impactful and convenient content connection for entertainment licensors and brand owners alike. The event provides opportunities for exclusive access to top-tier media, marketing agencies, and an audience of 30,000+ tradeshow guests from more than 90 countries. Adventure Publishing Group is the exclusive media partner of the Brand & Entertainment Showcase.

The new Brand & Entertainment Showcase satisfies increased demands from the licensing community to collaborate in a formalized setting at the show. Content providers will be able to simply show up and show off in small, private meeting spaces or large, public theaters. Turnkey presentation solutions and an audience of marketers ensure that all participants’ needs will be met.

As the largest and most important gathering for youth entertainment in the Western Hemisphere, Toy Fair last year welcomed an unprecedented surge in entertainment executives (+31 percent) and licensors (+8 percent). In 2010, licensed toys represented 25 percent of total industry sales.  In addition, the co-located Brand & Entertainment Showcase gives participants access to the important ancillary advertising, marketing, and promotion-oriented industries that are concentrated in and around the media epicenter of the world.

Adventure Publishing’s signature publications—The Licensing Book and The Toy Book—and its online communities will be a primary conduit of information and updates about the Showcase to the global community, and the key vehicles for brand advertisers during the event itself.

For more information about participating in TIA’s Brand and Entertainment Showcase, contact Jennifer Coleman, sales executive and producer (973.760.8181,; for information about advertising opportunities, please contact Jonathan Samet at Adventure Publishing (212.575.4510,

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