The Next Wave of New Toys

It may be all fun and games, but it's also big business when it comes to toys. While there was plenty of play in classic brands, a lot of buzz at this year's Licensing Expo centered around product tied in to upcoming m

April 6, 2018

The Next Wave of New Toys

It may be all fun and games, but it's also big business when it comes to toys. While there was plenty of play in classic brands, a lot of buzz at this year's Licensing Expo centered around product tied in to upcoming movies releases.

Hasbro announced that it again would be the master toy licensee for American Greetings' Properties' Strawberry Shortcake and Care Bears. AGP has created a new look for both properties. Strawberry Shortcake toys and entertainment products bearing the design will be on shelves in 2009.

Hasbro extended its evergreen My Little Pony Line with a numbers of products including the Ponyville Amusement Park Playset to celebrate the brand's 25th anniversary.

Tapping into the wave of everyone's desire to be the next singing sensation is the Dance Cam system from Playskool. For the fall, Hasbro has a comprehensive slate of offerings surrounding movies. The Invincible Iron Man action figure stands 12 inches tall and features a variety of accessories, including snap-on weapons,

a jet pack and a removable helmet. Not to be outdone, the Incredible Hulk product line includes the Smashin' Stompin' Electronic Hulk and super-sized Hulk Mega Hands.

Products surrounding the upcoming latest installment of the Stars Wars saga include the largest Millennium Falcon, featuring electronic lights and sounds and retailing for $149.99; a 2-foot-long, six-legged CloneWars vehicle for a $99.99; and a host of action figures.

Mattel also rolled out its share of sci-fi-inspired toys. The company has licensed the worldwide rights to create a line of Star Trek-themed Barbie Collector Dolls, Tyco remote control flying vehicles and a Scene It? DVD game that includes content from the Star Trek TV series and a 20Q trivia game.

A little closer to home, Mattel has teamed up with ToyQuest to deliver a new Fisher-Price backyard play program including splash mats, shaded pools and sprinklers and a new outdoor play equipment partnership with 360 Consumer Products Group.

Building on the success of the Barbie brand's partnership with Cougar Golf, boys will hit the course in style with authentic, performance Hot Wheels golf equipment, including clubs, balls, tees, ball markers and a visor. Barbie and Hot Wheels gardening and outdoor play collections offer kids gardening tools and décor and seed kits. In addition, Planet Home will manufacture a collection of air products, including humidifiers and fans, as well as hard plastic office desks with modular construction for spring 2009.

Jakks Pacific has signed an exclusive, four-year, worldwide master toy license agreement with the Ultimate Fighting Championship Organization, with a planned product launch expected in 2009.

The new UFC product line from Jakks will be collector-focused, and the license covers UFC legend Chuck "The Iceman" Liddell, Brock Lesnar, Antonio "Minotauro" Nogueira, Michael "The Count" Bisping and UFC Middleweight Champion Anderson "The Spider" Silva, among others. The license also includes the UFC Octagon, and role-play items based on the UFC brand and its classic and current roster of star fighters.

DIC Entertainment acquired the rights to Penny Brite from Charisma Brands. DIC will create a classic retro line across categories, including collectibles, apparel, publishing, music, gifts and novelty for the all-American doll created in the '60s. DIC will develop a home entertainment program and a mass market merchandising program in toys, apparel, games, home furnishings and health and beauty care.

DIC and American Greetings have additional plans for Strawberry Shortcake in 2008. Some of the new projects include a new classic Strawberry Shortcake program targeted to tweens, teens and young adults for the specialty, mid-tier and, for the first time, mass markets, as well as the first classic infant/toddler program for the mass market. The launch of the new programs will coincide with the 30th anniversary of the character in 2010.

4Kids Entertainment is taking the Chaotic Trading Card Game to the next level with an integrated online game experience at

, marking the first time 4Kids is producing a product directly for retail via its subsidiary TC Digital Games. The license will be expanded into publishing, consumer electronics, computer and mobile accessories, collector figures and novelty products.

Also from 4Kids, a 25th anniversary Cabbage Patch Kid and a video game for the Mutant Ninja Turtle in celebration of their 25th.

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