The latest issue of Licensing World is now available to read online, featuring a host of content including a Las Vegas Licensing Expo preview.

In our May edition, Toy World has brought back its popular flip cover with one side dedicated to licensing. The issue includes category features on Character Licensed Merchandise and Hot Properties, along with bonus editorial content that makes Licensing World unmissable for anyone with a vested interest in the kids’ licensed marketplace.

With almost one-third of UK toy sales coming from licensed ranges, it’s important for licensees and retailers to choose wisely when it comes to which properties to work with. Toy World looks at the latest key licensed properties that will be driving the toy market in 2024 to help readers make the right decisions.

Along with the category features and licensing news, Licensing World contains a comprehensive preview of the Las Vegas Licensing Expo, giving visitors a sneak peek at what exhibitors will be showing from 21st-23rd May. We also caught up with Anna Knight, SVP of Licensing, Informa Markets, about how the show is shaping up, how this year’s Brands at Play theme will be brought to life, and how exhibitors and visitors alike should be preparing for what looks set to be another incredibly busy three days.

In addition, editor Rachael Simpson-Jones sat down with Amy Harbour, head of Licensing and Commercial Partnerships at Science Museum Group, to find out all about the museum’s licensing efforts. This article can be found in the Hot Properties section, along with a feature with Nigel Cook from Disney Consumer Products EMEA about why retailers should be making more space for Star Wars products this year.

Finally, readers can enjoy a Q&A with Mattel about Barbie’s 65 years including how the brand remains relevant and what the aspirations are for Barbie in the years to come.

Click here to read the dedicated Licensing World section of our May magazine.

The partnership between Autumn Fair and Faire aims to bridge online and offline wholesales in the UK and simplify buying for 20,000 indie retailers ahead of the September show.

Autumn Fair has announced an exclusive partnership with Faire. As Autumn Fair’s online marketplace of choice, Faire will help hundreds of exhibiting brands take orders on its platform from retailers attending the show. This collaboration will bridge online and offline wholesale for the first time in the UK and simplify the buying process for up to 20,000 independent retailers.

Retailers at Autumn Fair will gain access to Faire’s extensive global network of brands, helping them to discover unique products, streamline their buying process and benefit from 60-day payment terms available on Faire. Faire will also be offering new retailers a 50% discount on their first order to help them easily shop at the show and beyond.

Exhibitors who use Faire will be featured in a new collection on Faire’s website, increasing their visibility among Faire’s hundreds of thousands of global retailers. A coordinated campaign will take place throughout the summer to show retailers and brands how to leverage this collaboration most effectively.

Charlotte Broadbent, UK Country manager from Faire, said: “Faire has connected almost 1m independent retailers with unique products. We are proud to partner with Autumn Fair to demonstrate how the UK’s two leading figures in the online and offline worlds can work together for the benefit of the industry. Together, we will help brands increase their sales and streamline their business, while enabling retailers to discover their next bestsellers.”

Jackson Szabo, Portfolio director, Spring & Autumn Fair, added: “This exclusive partnership with Faire allows our exhibitors access to a considerable new audience of retailers and gives independent retailers the opportunity to engage directly with suppliers and explore new products showcased at Autumn Fair on Faire’s platform. The partnership will empower independent retailers by offering them a broader range of unique products, fostering networking opportunities and providing access to valuable resources and insights.”

Hasbro has partnered with Warner Bros. Discovery and Disney to release two new versions of the Monopoly board game, including a Disney Stitch edition and a House of the Dragon edition.

Hasbro has announced two brand-new versions of the Monopoly board game. House of the Dragon Edition, in partnership with Warner Bros. Discovery Global Consumer Products and Disney Stitch Edition – on the heels of the forthcoming second season of the HBO Original drama series House of the Dragon, set to premiere Sunday, 16th June, and the highly-anticipated Disney movie release.

Monopoly players and fans can choose their unique tokens and be fully immersed in the world of House of the Dragon and Lilo & Stitch. They can then travel around the themed boards, trying to claim as many properties as possible.

In the Monopoly: Disney Stitch Edition, properties are replaced by Stitch’s favorite activities, such as Hula Show and Chillax, and beach rentals. Each player chooses a unique Stitch token, then they move around the board, trying to claim as many activities and beach rentals as possible. The more players claim, the more thrilling their day with Stitch will be, and the more rent they’ll be able to collect from other players. Players can get a colour set to add beach huts and lighthouses and charge even more rent. They can also draw 626 and Ohana cards for game-changing actions. This strategy board game is great for family time, and makes an ideal gift for kids aged 8+.

In the Monopoly: House of the Dragon Edition game, a civil war is raging to claim the most powerful seat in the Seven Kingdoms. Players can pledge loyalty to a house by choosing one of six themed golden tokens, then move around the board to travel through Westeros and across the Narrow Sea to Essos and take control of strongholds, lands and bays. The more the player owns, the more rent they can collect from opponents. The last player with coins when all others have lost theirs wins. This strategy board game’s board, packaging, tokens, money, cards and game pieces are all inspired by the popular TV series. The game is designed for consumers aged 17+ and makes a perfect gift for fans of Game of Thrones and House of the Dragon.

Space enthusiasts can explore the universe with the brand-new NASA Artemis Space Launch System and Lego Art The Milky Way Galaxy, both available from 18th May.

The Lego Group has unveiled two new sets that allow space enthusiasts to explore the art of engineering excellence behind human space missions.

The Lego Icons NASA Artemis Space Launch System set is a 3,601-piece set for adults interpreting the Artemis Space Launch System, including a multistage rocket with two solid-fuel boosters and a detailed mobile launch tower with retractable umbilicals, rocket support and crew bridge.

This accurate replica also includes a model of the Orion spacecraft, which is powered by the European Space Agency’s European Service Module, complete with foldout solar panels, which can be placed inside the rocket or on a separate display stand. A printed plaque adds the finishing touch to the model, which makes it perfect for home and office décor.

Users can also bring to life the vast beauty of the Milky Way with the Lego Art The Milky Way Galaxy. This piece of art is composed of 3,091 pieces, which users can build in layers to produce a 3D effect of incredible depth and texture. Packed with features, this wall art includes some of the Milky Way’s most famous stars, clusters and other spectacles, including Trappist-1, The Pleiades, The Crab Nebula and The Pillars of Creation.

The set is made from five different panels, each with its own building instructions booklet so a group of friends or loved ones can create this astronomical build together. Builders can also scan a QR code in the booklets to discover more about the Milky Way through the set’s specially curated podcast.

The podcast features Jack Gardner Vaa (the Lego Group host), Camille Bergin (aerospace engineer turned science communicator AKA Galactic Gal), Dr. Maggie Aderin-Pocock (chancellor of the University of Leicester and one of the most prominent science educators of our time) and Adam Vaughan (the Lego Group designer).

Once built, the large Milky Way Galaxy piece of wall art can be displayed using the hanger elements.

Both the Lego Icons NASA Artemis Space Launch System and the Lego Art The Milky Way Galaxy are suitable for consumers aged 18+ and will be available from 18th May.

Interested parties can learn more about the Lego Art The Milky Way Galaxy by clicking here.

The Legacy of Destruction core booster set features a mix of new themes, including a new Fire Dragon theme, and offers support for existing ones.

Konami has announced that the brand-new core booster set Legacy of Destruction is out now for the Yu-Gi-Oh! TCG in Europe and Oceania.

Highly anticipated by duelists everywhere, Legacy of Destruction delivers a mix of new themes as well as plenty of support for existing ones. Duelists can also cement their legends with brand-new versions of Yugi’s iconic cards from the anime.

Legacy of Destruction brings Tenpai Dragon to the game, a new Fire Dragon theme inspired by the titanic Synchro Monster Trident Dragion. Duelists can fill the field with Fire Dragon monsters to unleash relentless attacks and then Synchro Summon during the Battle Phase. They can also spread disaster with the new Ragnaraika theme, swarming opponents with versatile cards that cascade into stronger Link Monsters.

The set also brings support for many fan-favourite themes, including Ancient Gear, Lightsworn, Diabellstar, Melodious, Gold Pride and more. There are also new World Premiere cards for the Ashened theme, which gained popularity when it debuted in Phantom Nightmare – these cards are making their Yu-Gi-Oh! TCG debut worldwide.

Duelists can revisit memorable moments from the final Duel between Yugi Muto and Atem with new versions of Silent Magician and Silent Swordsman. There’s also a brand-new version of another of Yugi’s most trusted monsters, Gandora the Dragon of Destruction. This version can destroy and banish all other cards on the field, and then Special Summon a monster from the Deck.

The complete Legacy of Destruction set includes 100 new cards: 10 Secret Rares, 14 Ultra Rares, 26 Super Rares and 50 Commons. 24 of these cards are also available as Quarter Century Secret Rares, and one special card is only available as a Quarter Century Secret Rare.

After an illustrious 32-year career in toys, Neil Shinner will retire as CEO, UK and Europe for Moose Toys in June, as Emily Maclennan takes the helm.

Neil Shinner

A highly respected and established leader at Moose, Neil has been instrumental in developing the capability of the UK and European teams, supercharging the company’s growth over the past five years as CEO.

Neil started his career at Worlds Apart, which he was leading in 2018 when it was acquired by Australian toy company, Moose Toys. While at the helm of Moose, the UK office has been recognised as one of UK’s Best Workplaces by Great Place To Work three years in a row.

With Neil’s departure, Emily Maclennan will lead the UK and European business for Moose in the newly created role of general manager – UK & Europe.

Emily Maclennan

“On behalf of the entire Moose family, we’d like to give the greatest thanks to Neil for the remarkable contribution he has made to the toy industry for the last 30+ years. Moose in the UK and Europe would not be what it is today without his calm leadership, exceptional relationships and his innate ability to rally the team towards a common goal. Neil will leave a great legacy not just at Moose, but the toy industry as a whole, and we wish him the best for his retirement; he will be truly missed,” said Paul Solomon, CEO & co-owner of Moose Toys.

“We are confident that the leadership transition, which is already underway, will be seamless as Emily steps into her new role. Throughout her six years at Moose Emily has proven herself as a strong, commercial leader and has the skills and experience to lead the company into its next phase of growth in the region,” he added.

Based at Moose’s EU Hub in Cornwall, Emily will commence her new role on 20th June and will be responsible for all facets of the UK and European business including strategic planning, commercial targets and continuing to foster the team culture Moose is famed for.

Commenting on his career, Neil said, “It has been a truly remarkable journey and I am incredibly proud of the many successes and milestones that have been achieved in my time at Worlds Apart and Moose. I have had the honour of working with and been supported by the most incredibly talented, committed and loyal group of people over the years. I can’t thank the entire Moose team enough for their unwavering passion and to all our industry partners who believed in us and contributed to our growth.”

Emily has held various leadership positions in both the toy and fashion sectors, most recently holding the role of Senior VP, Sales and Marketing for UK & EU at Moose and has been a driving force behind the EU Hub’s commercial success.

Emily added: “It’s been fantastic to have worked so closely with Neil for the past 20 years and I could not have wished for a more supportive mentor. The company’s recent growth has been outstanding and the ever-expanding portfolio of innovative, award-winning products makes it a very exciting time to be leading the Moose team in the UK and Europe.”

University Games held a Sales conference dedicated to The Learning Journey division, designed to provide support for retailers and establish the brand in the UK market. 

University Games

As the new The Learning Journey range hits shelves this month, University Games’ Sales team is ready to provide its retailers with top-tier support and all the insights they need to make this range a huge success.

The Learning Journey, now a division of University Games, has been designing and manufacturing children’s interactive educational products for over 30 years and offers a range of high-quality, award-winning educational toys, games and puzzles, helping children prepare for school and beyond.

In order to provide the highest level of support for retailers and establish the brand in the UK market, University Games held a two-day Sales conference dedicated to The Learning Journey. The sales team were welcomed to an immersive Learning Journey experience with banners, balloons and examples of in-store displays, followed by Learning Journey cupcakes as well as a personalised Learning Journey notebook and stationery.

The team experienced hands-on product training, as well as learning about the history of the new division, and discussed the values of good educational toys, games and puzzles. A Learning Journey Raffle also ensured each team member had the chance to become a product expert on one of the key Learning Journey lines.

Marketing director, Gemma Lewington, unveiled the widespread and mass market marketing campaigns the business has planned to support both consumer and trade marketing. “It is very important that the team who works closest with our retailers really understands the benefits and full potential of this exciting range, as well as what we are doing at a brand and product level, and what exciting in-store and online support we can offer our retailers,” said Gemma.

The Sales meeting concluded with discussions on innovative in-store executions and how the team can support Learning Journey VIP customers with demo days, as well as other in-store and online support.

For further information on The Learning Journey range or to arrange a visit from a University Games’ area Sales manager, interested parties can contact sales@ugames.uk.com or phone 0207 254 0100.

University Games Team

The new Decora Girlz brand is set to release a collection of 5″ and 11″ colourful dolls featuring their own style, super soft hair and an array of accessories to play with. 

John Adams is celebrating its first big launch of the season as the firm reveals a huge marketing drive on the highly anticipated Decora Girlz dolls collection. Created by Cepia, the brand benefits from global marketing support for all territories and launches in the UK this week.

The Decora Girlz are a bright, colourful and super-quirky group of tween friends who love to dazzlemand decorate themselves in the bright and expressive Decora Kei style from Japan. This brand allows children to customise their dolls and make them just as unique as themselves.

There are six bright and colourful Decora Girlz 5” Dolls to collect, each with their own style, super soft hair and 44 accessories. Each Decora Girlz character has her own personality.

A collection of four 11” collectible Fashion Decora Girlz dolls will also be launching. Each 11” Decora Girlz doll has a unique character, super soft locks that are easy to style, with 75 accessories, including fabric outfit, shoes, hair clips, stickers, bag, puffy clip charm, comb and a doll stand. Consumers can collect Decora, Luna, Celestia and Sweetie.

With this new brand comes a marketing drive that will ensure its presence across all platforms of the media: traditional advertising in the weeks ahead will see TV advertising from 24th April, coupled with VOD on the Sky networks. Advertising spots will deliver the essence of the Decora Kei movement that is at the heart of each character in the collection.

Influencers such as Jemma Solomon and Helen Flanagan are also engaging with their own girls and the brand over several activities in coming months. In addition, YouTubers Rhia Official and Little Lady C will be giving their own unique take on what girls can come to expect from the Decora Girlz brand.

The spring activity will culminate with a four day pop-up event at the gallery@oxo on London’s Southbank. There will be a VIP reception with Rhia, Jemma and Helen attending, and over the whole four days, families will be able to explore the world of Decora Kei in a more hands on way with art workshops, dress-up and photo opportunities as they take on their own Decora style and head down the Decora Girlz catwalk. Advertising for the event across LED screens up and down the Southbank will add even more to the awareness.

Speaking of the launch, Lynette Leet, marketing manager at John Adams, said: “This is without doubt one of the largest launches for John Adams to date. The Decora Girlz dolls are colourful, fun and inspirational and with the launch it was important to us that our strategy echoed this. For the first three months, we have activity happening in continual waves ensuring that we reach the audience on all platforms possible. This is just the start, more activity is already being looked at for autumn as the brand develops.”