Retail Merchandiser

What’s on the horizon for licensing this year? It’s no surprise that companies plan to continue capitalizing on brands that offer the strongest possible value.

For example, toy designer and marketer Jakks Pacific will be focusing on diffusing Disney’s Toy Story into a variety of product categories, including CDI (Creative Designs International) role play and novelties, Disguise costumes, Kids Only preschool products, and Jakks Interactive electronics products.

Evergreen Disney properties like Disney Princess and Disney Fairies are also part of Jakks’ 2010 strategy, in the form of Disney Fairies fashion dolls. “These mini dolls are beautifully detailed with a fashionable edge,” said Jennifer Caveza, vice president of marketing for girls. “It will be the first time that you will see light-up mini dolls in the toy aisle, and all items in the line are under $25.”

Licenses will continue to play a key role in the Halloween division at Jakks, according to Stephen Stanley, co-president of Disguise. “This year will see Disguise expanding into teen-adult demographics with exciting new costumes and accessories based on the three most popular segments of the adult business—dark fantasy, Hasbro games like Monopoly and Candy Land, and costumes featuring characters from Disney, Marvel, Hasbro, and more,” he said.

To maintain its market leadership in licensed character costumes in 2010, Disguise has obtained several new licenses, including Hasbro Portfolio (Littlest Pet Shop, My Little Pony, Candyland, and Monopoly), Hot Wheels Battle Force 5 for boys, Barbie in a Mermaid Tale for girls, The Lone Ranger for adults, and Wow Wow Wubbzy and Shaun the Sheep for toddlers.

Outbound licensing is an essential part of Jakks’ plan to grow its Girl Gourmet product line, which was introduced to young girls in 2008 with the launch of the Girl Gourmet Cupcake Maker.

According to Jakks, the Name Game Agency and Bennett Branding will seek out licensees for publishing, interactive, apparel, bath and beauty, accessories, social expression, home décor, food/confections, entertainment, and more. Jakks plans to create a fully integrated offering that brings girls deeper into the Girl Gourmet brand experience supported by television entertainment, marketing programs, Web interactivity, and broad retail partnerships.

“We are very excited to launch this lifestyle license. We want to extend the product categories of this line for young girls and enhance the brand,” said Jakks’ senior vice president for licensing and media, Jennifer Richmond.

“Activities like cooking, crafts, fashion, and decorating have evolved into a critical means of self-expression and creativity for all age groups, particularly tween and teen girls,” said Richmond. “We believe we can create a rich portfolio combining products, publishing, and entertainment that will resonate with the hip girls of today.”