The Toy Association says rising COVID numbers have forced the "heartbreaking" cancellation of next month's Toy Fair in New York. Toy Fair New York 2022 was scheduled for Feb. 19-22 at The Javits Center. Now, Toy Association president and CEO Steve Pasierb says the association needed to “make the best decision in everyone’s interest." “Key to our efforts these past two weeks has … [Read more...] about Licensing Trade Shows: Toy Fair NY Cancelled Due to Omicron Surge
Traditional Toys/Games
Toy Fair Going Ahead Despite Omicron Outbreak In UK
By Allison Watkinson TLL Reporter The British Toy and Hobby Association has confirmed that the licensing trade show, Olympia Toy Fair 2022, will be going ahead as planned. It will be taking place from Jan. 25 to 27, barring any sudden changes in government safety regulations. The Toy Fair is known as the UK’s largest game and hobby event. In 2020, the Toy Fair featured 260 … [Read more...] about Toy Fair Going Ahead Despite Omicron Outbreak In UK
Mattel’s American Girl Creates First Chinese-American Girl Of The Year
Mattel has responded to anti-Asian racism by creating its first ever Girl of the Year doll of Chinese descent. The Mattel-owned doll maker celebrated the New Year by unveiling Corinne Tan, a Chinese-American skier, as its 2022 Girl of the Year on Thursday. Girl of the Year dolls, which were introduced in 2001, differ from other American Girl dolls by being based on modern … [Read more...] about Mattel’s American Girl Creates First Chinese-American Girl Of The Year
Metaverse Licensing: Squishmallows Enter The Roblox World
By Gary Symons TLL Editor in Chief Jazwares is working with game platform Roblox to bring its wildly popular Squishmallows line into the metaverse. But the bigger news might be the developments behind this newest of metaverse licensing deals. Jazwares president Laura Zebersky says the company has created a new division called Jazwares Game Studio to lead the charge … [Read more...] about Metaverse Licensing: Squishmallows Enter The Roblox World
Who’s News: Vandamme To Head New Jazwares Sales Office in Paris
Jazwares is opening a new office in Paris; a reflection of its strategy for rapid growth in the European market. The company says the sales office will be headed by veteran Vincent Vandamme, who most recently was the Head of Field Sales for LEGO in France. “We have meaningful direct to retail businesses in the UK, Ireland, Germany, Switzerland, Austria and the Benelux region, … [Read more...] about Who’s News: Vandamme To Head New Jazwares Sales Office in Paris
Toy Licensing: StoryToys Partners on LEGO Marvel App
StoryToys, the LEGO Group and Marvel Entertainment have announced the launch of LEGO DUPLO Marvel, a mobile app for preschoolers. StoryToys is a wholly-owned subsidiary of Team17 Group plc. The app is aligned with the Headstart Early Learning Outcomes Framework to ensure it meets the developmental needs of 2- to 5-year-olds, the company says. Each play pack features challenges … [Read more...] about Toy Licensing: StoryToys Partners on LEGO Marvel App
TLL Editor Talks Toy Licensing With Global Toy News
This week The Licensing Letter's editor-in-chief Gary Symons joined Richard Gottlieb of Global Toy News for a chat about the toy licensing industry. For those who may have missed the news, TLL and Global Toy News entered into a partnership recently, sharing news of interest to the readers of each publication. Check out the home page of TLL's website, and you'll see we carry … [Read more...] about TLL Editor Talks Toy Licensing With Global Toy News
Squishmallows Hits 100 million Sales, Launches Licensing Program
Jazware's Squishmallows plush line has hit an impressive milestone with 100 million units sold, triggering several new licensing partnerships. Jazwares and its Kellytoy subsidiary are now teaming up with several "best-in-class licensees" in a bit to make Squishmallows one of the fastest growing global lifestyle brands for fans, families, and collectors around the world. … [Read more...] about Squishmallows Hits 100 million Sales, Launches Licensing Program
Striker Entertainment Tapped To Rep WowWee’s Got2Glow Fairy Finder
WowWee has appointed Striker Entertainment to represent one of its hottest toys of the year, the Got2Glow Fairy Finder. Featured on numerous holiday “Hot Toy” lists, WowWee’s Got2Glow Fairy Finder is one of this year’s most highly desired toys and gifts of the season. “WowWee continues to bring cutting edge technology to toys, allowing kids to create their own magic and it’s … [Read more...] about Striker Entertainment Tapped To Rep WowWee’s Got2Glow Fairy Finder
Analysis: 3 Reasons Why Lego Wins on Amazon
The Secret Tactics Lego Uses to Blow Away the Competition on Amazon Sales By Ryan Faist Originally printed by our friends at Global Toy News Ryan Faist is the Content Marketing Manager for Channel Key, a full-service Amazon and Walmart Marketplace consulting agency. A nationally published and award-winning journalist, Mr. Faist writes about the latest developments in ecommerce, … [Read more...] about Analysis: 3 Reasons Why Lego Wins on Amazon