Page 10 - Toy & Hobbly Retailer Magazine August-October 2019

LICENSING
MOOSE TOYS
Moose milestones
This year Moose Toys has launched its first preschool property with Kindi Kids and has landed its first global master toy partnership, with highly successful Australian children’s show, Bluey. Moose senior licensing manager Nicole Hardiman discusses with Imogen Bailey the licensing opportunities for these brands.
MOOSE Toys has witnessed significant changes in the licensing industry since 2012, when it successfully launched its licensing business with iconic brands Trash Pack
and Zelfs. The most momentous moment for Moose licensing was the introduction of Shopkins in 2014. To put it into perspective, Trash Pack had roughly 100 partners internationally, while Shopkins reached over 250 partners across the globe.
The Moose strategy of creating licence programs based on toys rather than the
traditional method, based on theatrical releases, wasn’t always an easy sell Moose senior licensing manager,
Nicole Hardiman says.
“Shopkins games launched in the
US with great success, it was one of the first licensed products available in
the market,’’ she explains.
“Followed shortly by
apparel, a t-shirt trial at
a major US retailer, which
was actually harder to get off the
ground, there was resistance on seeing how a strong toy program could translate.’’
Although initial results on the t-shirt were poor, through the Moose team’s determination and foresight of opportunity and potential, another t-shirt was trialled, and success rolled in!
Today, the licensing industry is a lot more crowded, making it far more competitive. Shopkins really paved the way for a toy-driven property to translate into a licensing program Hardiman says.
“It is important to have more than just
strong toy sales. You really need to look at it holistically and build that brand across multiple touch points, such as exciting content – whether that be entertainment or publishing – all are key drivers to propel a licensing program.’’
In order to generate new opportunities in licensing, one strategy Moose is implementing is expanding into new categories. The business has recently launched its first-ever preschool property, Kindi Kids. Aimed at children aged three to five years old, these cute bobblehead dolls are intended to help children on their journey into kindergarten and with all the new adventures they may face along the way. The property is supported by a strong digital strategy including a
KINDI KIDS
• The Kind Kids launch event recently took place in Sydney
at World’s Square where using augmented reality, kids could dance and sing with the Kindi Kids!
• The Kindi Kids toy line is available in August
• There are four dolls to collect on launch: Marshamellow, Donutina, Peppa-Mint and Jessicake
• Each doll has glittery eyes, rooted hair and iconic bobbling heads
• The range will also launch with a fun Shopping
Cart, Refrigerator and Supermarket set
• The cartoon episodes are currently available on YouTube along with the catchy Bobble Dance song
10 TOY & HOBBY RETAILER AUGUST / SEPTEMBER / OCTOBER 2019