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Classic brands and new licenses take center stage
Playthings
By Pamela Brill -- 6/13/2003
You know it's a good show when the family of Jim Henson makes a point of attending, and Mrs. Henson reportedly sits down in the middle of the company's booth to play The Muppet Show game from USAopoly.
Also on hand at the 2003 Licensing Show on opening day was Jenna Elfman, helping to promote the forthcoming feature film from Warner Bros., "Looney Tunes: Back in Action," this November. Her male co-stars include Steve Martin and Brendan Fraser. Elfman was there for a quick appearance; if you blinked, you probably missed her.
In the realm of new preschool shows, PLAYTHINGS saw three particular standouts. "Rubbadubbers," an animated series set in the wet and wild world of the bathroom, from HIT Entertainment will begin airing on Nick Jr. in September. According to the licensor, this is the only new preschool show in this network's new programming block. Consumer products will begin rolling out next spring, including bath toys, play sets and plush from master toy licensee Hasbro.
From the family bathroom and over to the Australian Outback comes "The Koala Brothers" from Big Tent Entertainment, a new show premiering on Disney whose title characters exemplify the best qualities for impressionable preschoolers. Frank is the thinker of the duo, while Buster represents the emotional, supportive brother. The show introduces little viewers to other characters based on animals they might not be as familiar with, like a wombat and a platypus.
Preschoolers who were once devoted fans of "Teletubbies" may take a liking to "Boohbahs," the new television series for kids ages 3 to 6 from Ragdoll airing on PBS. The characters are vividly hued atoms that embody a child's boundless energy and get the job done-before they settle into bed at night (as all children hopefully do!). Hasbro has come on board as master toy licensee, while Scholastic will handle publishing needs. Products are expected to hit shelves in early 2004.
While plenty of new licenses were on hand, classic brands also ruled the roost. In fact, lots of tried-and-true properties are primed to celebrate anniversaries in the year ahead. Classic Media's Rudolph the Red-Nosed Reindeer will turn 40 next year, and the licensor told PLAYTHINGS that TRU is expected to repeat its in-store merchandise program.
Both Jim Henson's Muppet Babies and Fraggle Rock are celebrating their 20th years. Master toy licensee Toy Play will be targeting tweens and teens with plush and plush beanies, among other items, that will hit specialty stores just in time for back to school. And on the mass side, the company will be producing beanbag plush for preschoolers, which will appear at Walgreens this September.
In the land of the Fraggles, Hot Topic will carry new plush characters from Sababa Toys in 2004.
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