Page 5 - Toy & Hobbly Retailer Magazine August-October 2019
P. 5

LICENSING NEWS
FROM INSIDE THE LICENCE
eSports and gaming to debut at BLE
IN BRIEF
◗ NETFLIX TO TURN AUSSIE BOOK INTO ANIMATED MUSICAL Children’s book Thelma the Unicorn is set to hit the streaming screen after its publisher, Scholastic Australia, signed a deal with streaming service Netflix, to create an animated musical.
The book, which is written by Australian author and New York Times bestseller, Aaron Blabey, will be adapted into a musical by Jared and Jarusha Hess whose work includes films Napoleon Dynamite and Nacho Libre.
So far, over 1.6 million copies of Thelma the Unicorn have been sold worldwide.
EUROPE’S biggest licensing show, Brand Licensing Europe, is set to welcome a new gaming and eSports activation at the upcoming fair.
The activation will be located at the Brands & Lifestyle zone and will celebrate the important role gaming now plays in the licensing and toy industries.
An AR powered character mural and gaming timeline will bring classic gaming brands and characters from the past 40 years to life. Visitors will also be able to create a unique custom t-shirt in the activation space, providing them with a unique take-home momento.
For exhibitors the area will also contain a 3500mm X 2500mm screen to showcase visual content including trailers, sizzle reels and collaborations. BLE event director Anna Knight said that the activation will help visitors explore licensing opportunities with video game brands.
“This stand will celebrate the success stories from across the world of interactive entertainment providing retailers and licensees with an exciting introduction to the many potential opportunities associated with video game licensing.
“The games industry is incredibly innovative, creative and strong. The UK games
sector alone was valued at £5.7 billion in 2018, bigger than any other entertainment industry. A growth of 10.3 per cent made 2018 the biggest ever year for gaming software
and consumer spend on wider
game culture (including licensed merchandise) topped £109 million.
“As for eSports, this is a phenomenon that no one really forecast. It has amassed a global viewing audience of 385 million and estimates project that the global market will exceed $1.6 billion by 2022,” she said. BLE will take place from 01-03 October. ❉
◗ MATTEL LANDS GLOBAL TOY FOR
TOP GUN
Mattel has been named as the global toy partner for Paramount Pictures’ Top Gun franchise.
Ahead of the sequel Top Gun: Maverick which is set to debut in theatres in June 2020, Mattel has secured the rights to toys across multiple categories including die- cast vehicles and aircrafts, playsets, games and other toys.
Mattel chief franchise management officer Janet Hsu said that Mattel is thrilled to be named master toy partner.
“We are thrilled to bring Top Gun to life for both kids and their parents who undoubtedly fell in love with the franchise over thirty years ago.
“Our design-led approach has allowed us to recreate the high- octane action from the movie with a line of toys that will impress fans of all ages,” she said.
The line will be available globally ahead of the release in June next year.
New chapter ahead for LIMA after rebrand
THE Licensing Industry Merchandisers’ Association, or better known as LIMA, has rebranded and is now known as Licensing International.
The rebrand comes after a year-long process to define and strike the right chord in representing the modern licensing industry.
Serving the industry as LIMA for almost 35 years, Licensing International president, Maura Regan, said that the new name instantly communicates its purpose to the business community.
“While the acronym LIMA was well-known in the licensing world, it lacked clarity beyond the confines of the industry – our new name prioritises simplicity...and immediately conveys our purpose to the broader business community.
“Our new Licensing International identity is also symbolic of the changes that have occurred in the licensing industry over the past three decades, and of the future path the association will forge on behalf of its members,” she said.
The rebrand came with a refreshed website and member portal which has been designed to give users a more sophisticated experience, improve communication and increase engagement. The brand is also now visible on major social platforms under its new name. ❉
AUGUST / SEPTEMBER / OCTOBER 2019 TOY & HOBBY RETAILER 5


































































































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