Page 16 - Toy & Hobbly Retailer Magazine August-October 2019

LICENSING ANNIVERSARIES
CELEBRATIONS ABOUND
Licensing
Through the
Generations
2019 is the year many licensed properties are celebrating big anniversaries. Toy & Hobby Retailer has collated a small list of the properties that are celebrating this year.
50 YEARS OF NERF
Beginning life as a foam ball – the ‘world’s first official indoor ball’ – the Nerf brand has come
a long way in 50 years. The name Nerf actually comes from the world of drag racing in the late 60’s. Foam-covered bars, often called ‘nerf bars’ were placed at the front of the trucks used to push racers to the starting line to prevent damage to the cars. Today, the Nerf blasters utilise foam to encourage play that doesn’t cause any damage to precious windows and valuables. In 2018, Hasbro partnered with Blizzard Entertainment and Epic Games to create real-life Overwatch and Fortnite Nerf blasters inspired by the games’ weapons. In Australia, Hasbro is building Nerf Fan Fever – watch this space!
THE VERY HUNGRY CATERPILLAR MUNCHES
HIS WAY TO 50 YEARS
2019 heralds the 50th for classic children’s book The Very Hungry Caterpillar. To celebrate the milestone, Penguin Random House released
a limited hardback edition of this classic story, complete with a golden jacket and bonus content. Since its first publication in 1969, The Very Hungry Caterpillar has now sold over
50 million copies worldwide and has been translated into over 62 languages. The property has been licensed and translated to an array of categories including toys, games and puzzles as well as apparel and manchester. To celebrate the anniversary the brand’s licensing agent, Rocket Licensing, scheduled launches, branded charity events and a live theatre show in 2019. ❉
MARVEL REACHES 80 YEARS OF ENTERTAINING
2019 sees Marvel reach its 80th year of entertaining fans around the globe. From comics to billion-dollar film properties, the Disney-owned entertainment business has remained at the forefront of pop-culture for generations. Its charismatic creative leader, Stan Lee remained engaged in the business
until his passing, making cameos in films after his retirement from the company. The influence the Marvel Cinematic Universe (MCU) has had on the toy and licensing industries needs no explanation, with the MCU reportedly grossing US$22.5 billion at the worldwide box office to date.
BARBIE CELEBRATES 60 YEARS
On 06 March 2019, Mattel launched
its worldwide 60th anniversary Barbie celebrations, unveiling a collection of Barbie role-model dolls, which includes Australian journalist and ABC chair, Ita Buttrose. Mattel is celebrating the anniversary for the entire year, and as part of the celebrations launched the Barbie Dream Gap Project Fund which sees one dollar donated to the fund from every doll sold in the United States to November, building on the Barbie Dream Gap Project which launched in 2018. In Australia, Mattel
held a 60th birthday for Barbie at the North Bondi Life Saving Club, where it
turned the club Barbie pink.
RIGHT: (L to R): Maya Gabiera, Surfer, Brazil; Naomi Osaka, Tennis Player, Japan; Kristina Vogel, Cycling Champion, Germany; Tessa Virtue, Ice Skater, Canada;
Yara Shahidi, Actress, United States; Adwoa Aboah, Activist
and Model, United Kingdom; Dipa Karmakar, Artistic Gymnast, India; Chen Man, Photographer, China; Ita Buttrose, Journalist, Australia
16 TOY & HOBBY RETAILER AUGUST / SEPTEMBER / OCTOBER 2019