NY TOY FAIR: Scholastic Licensed Toys Abound

Scholastic Media licensees are showcasing a plethora of new product for the kids’ publisher’s brands this week at the New York Toy Fair.

A range of licensees are highlighting Clifford the Big Red Dog on the show floor including LeapFrog with new Clifford Ready to Read educational entertainment platforms; Douglas Cuddle toys with infant and carnival plush; Smart Toys with new educational offerings; The Young Scientists Club with two science-themed Clifford kids, one about food and the other about science; Bendon Publishing with activity pads and bookmarks; Rubie’s Costume Co.; and The Foland Group with banks, ball and playing cards.

The Young Scientists Club also has two new releases for The Magic School Bus that explore math and engineering, and Scholastic Trade Publishing plans to release five new non-fiction paperbacks for the brand this year.

Scholastic’s I Spy seek-and-find franchise is getting new games and party favors from Briarpatch, while Gemmy is planning Goosebumps Halloween costumes.

Several partners are also showcasing new general Scholastic partnership including Cross Strategy for wooden infant toys, Baby King for baby toys, Tara Toy for crafts and activities. Early this year, a Scholastic-branded promtion will also be featured at Sonic restaurants in the U.S.

In addition to all of these already-existing deals, Scholastic Media is actively seek toy partners for its Astroblast brand, a new TV series that will launch on Sprout in the U.S. this summer, and for the PBS Kids’ TV series “WordGirl.”