Page 11 - Toy & Hobbly Retailer Magazine August-October 2019
P. 11

SPONSORED CONTENT
LICENSING HIGHLIGHTS
Treasure X
Definitely the Clarks shoes. Clarks were on board even before the toys launched and saw the potential in the brand. We had Treasure X school shoes in the market for Back To School 2019 and they were an instant hit! The innovation in the shoes
is impressive, where treasure can be found in the sole of the shoe. The product embodies the brand DNA, distinctive packaging, the hunt for treasure and iconic characters. We are thrilled to have the product rolling out again for Back To School 2020!
Shopkins
We have had fantastic international presence for Shopkins helped by our global partners including McDonalds, H&M, Scholastic and Skechers. From
a local perspective, we’ve been lucky enough to work with The Entertainment Store, Caprice, Park Avenue and Next Media, just to name a few.
major influencer campaign and a
series of webisodes. “We’re thrilled to be
expanding into the pre-school space,” Hardiman explains. “All
strong pre-school brands are supported by heavyweight content plans – we need parents as well as kids to be engaged. The Kindi Kids content has had a great response on YouTube – the webisodes and the influencer content have garnered strong engagement prior to the toy launch.” Tapping into a familiar space for not only kids but parents as well, the property touches on those first day nerves and feelings children get when they are starting pre-school.
As a preschool property, Kindi Kids features beautiful bright colours, the dolls are
unique with their bobbleheads, they have beautiful glittery eyes,
gorgeous hair and accessories. The softlines category is a key launch category for Kindi Kids. Continuing to build on the brand is crucial, with focus outside the toy space and emphasis on publishing.
“The digital aspect will continue to be extremely relevant; we’ll look to dive deeper in 2020 and beyond, to continue to immerse fans in the Kindi Kids world,” Hardiman says.
It’s not just the foray into the preschool space with Kindi Kids that is a first for Moose in 2019, the business has also scored itself its first global master toy partnership for the highly popular Australian children’s show, Bluey.
“It’s unbelievable...an Australian born and bred show which we’re very proud to be a part of, it’s our first master toy,” Hardiman says. “We’re certainly working very closely with retailers who, of course want to bring in the product as early as possible to capitalise on those Christmas sales,’’ she said. ❉
MOOSE IN VEGAS
Moose Toys exhibited at the most recent Licensing Expo in Vegas with Kindi Kids as the focus of the portfolio. Hardiman says the response to the property from American partners was fantastic.
“Retailers and partners both thought [the market] was ready for a new preschool brand. There is white space in the area and they felt that Kindi Kids was coming in at a great time.”
Treasure X, the hyper-unboxing, adventure-packed toy from Moose,
continues to spark interest globally.
“The response to Treasure X: Aliens was
extremely positive. It’s a great extension to the core line and creates even more licensing opportunities for such a cool brand,” Hardiman says.
2019 has seen the resurrection of
many old brands, not only does the schedule of film releases indicate the shift towards nostalgic and evergreen brands, toy properties are also celebrating big anniversaries this year.
AUGUST / SEPTEMBER / OCTOBER 2019 TOY & HOBBY RETAILER 11


































































































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