By Allison Watkinson TLL Reporter Arcade1Up has partnered with The Op to bring their licensed games to Arcade1Up’s gaming device, the Infinity Game Table. The Infinity Game Table is a hybrid gaming table with a built-in touchscreen that combines digital and real-life experiences to provide an immersive board game experience. The Infinity Game Table has an expanding library of … [Read more...] about Game Licensing: The Op’s Games Licensed for Use on Infinity Game Table
Traditional Toys/Games
Toy Branding: Meet Murph, Hasbro’s New NERF Mascot
By Allison Watkinson TLL Reporter Hasbro has revealed the NERF brand's first official mascot, a playful and sporty character made entirely from NERF darts named Murph. Murph will be the central focus of a new NERF brand campaign that's launching this summer. The brand campaign was created by Hasbro and The Martin Agency and focuses on the brand's new theme, Unleash the Play … [Read more...] about Toy Branding: Meet Murph, Hasbro’s New NERF Mascot
Film Licensing: Mattel To Unveil a Galaxy of Toys For Pixar’s Lightyear
By Allison Watkinson TLL Reporter Mattel has entered into a global licensing agreement for Pixar’s Lightyear, the origin story of Toy Story’s character, Buzz Lightyear. Through the agreement, Mattel has acquired global licensing rights to develop a line of toys for the Lightyear franchise. These toys will include action figures, playsets, vehicles, games, plush, and … [Read more...] about Film Licensing: Mattel To Unveil a Galaxy of Toys For Pixar’s Lightyear
LEGO Marks 90th Anniversary With Largest Ever Global Brand Campaign
By Gary Symons TLL Editor in Chief The world's largest toy company is launching a branding blitzkrieg in what it says will be LEGO's "biggest ever global brand campaign." That's saying something, as the European brick maker has ridden branding and licensing to expand its reach far beyond building toy cars with plastic bricks. Today, LEGO Group is a major player in film and … [Read more...] about LEGO Marks 90th Anniversary With Largest Ever Global Brand Campaign
Strong Growth in Global Toy Revenue in 2021 to End in 2022
NDP Report Points to Coming Decline Due to Inflation, and Underlines Importance of Licensing to Toy Industry By Gary Symons TLL Editor in Chief The toy industry had its best year in a decade in 2021, as people turned to play during dark economic and political times. That's the conclusion of The NPD Group’s latest global toys report, which says the global toy market surged to … [Read more...] about Strong Growth in Global Toy Revenue in 2021 to End in 2022
Who’s News: Mattel Announces Successor For Global Head of Consumer Products
By Gary Symons TLL Editor in Chief Toymaker Mattel has announced Josh Silverman will succeed Roz Nowicki as Global Head of Consumer Products, effective Sept. 1, 2022. Mattel disclosed this week that Nowicki was leaving the company, but did not announce her replacement until Thursday, June 16. Silverman comes to the post with a wealth of experience from his time at The Walt … [Read more...] about Who’s News: Mattel Announces Successor For Global Head of Consumer Products
Who’s News: Mattel’s Head of Global CP Resigns in Surprise Move
By Gary Symons TLL Editor in Chief Senior Mattel executive Roz Nowicki is stepping down from her role as Head of Global Consumer Products and Franchise Marketing. Mattel says Nowicki's departure was announced internally in April, and Nowicki will remain in the role through the end of June to ensure a smooth transition. A successor will soon be announced by Mattel. “It has … [Read more...] about Who’s News: Mattel’s Head of Global CP Resigns in Surprise Move
Feature Report: The Back Story of Hasbro’s Boardroom Victory Over Alta Fox
Activist Investor Says Hasbro Board Needs To Go, But The Licensing Letter's Analysis Shows Reason for Optimism By Gary Symons TLL Editor in Chief Hasbro says shareholders voted by "a substantial margin" to re-elect all of 13 of the company's current directors. The apparent victory, released as preliminary results of the 2022 Annual Meeting, was a rebuke to a challenge by … [Read more...] about Feature Report: The Back Story of Hasbro’s Boardroom Victory Over Alta Fox
Mattel Expands PlayBack Recycling Program to Fisher-Price
By Gary Symons TLL Editor in Chief Mattel's award-winning PlayBack program has just expanded to now include the company's line of Fisher-Price toys. Fisher-Price joins Barbie, MEGA, and Matchbox brands in the toy takeback initiative, which enables families to extend the life of their Mattel toys once they are finished playing with them. Mattel was awarded the first-ever … [Read more...] about Mattel Expands PlayBack Recycling Program to Fisher-Price
Collectibles Licensing: Queen Elizabeth Memorialized as the UK’s ‘Bobblehead of State’
By Allison Watkinson TLL Reporter Just call her the "Bobblehead of State." The National Bobblehead Hall of Fame and Museum has released a series of limited edition bobbleheads of Queen Elizabeth II to celebrate the Queen’s Platinum Jubilee. Queen Elizabeth II has become the first monarch in British history to achieve 70 years of service. The Queen ascended to the throne in … [Read more...] about Collectibles Licensing: Queen Elizabeth Memorialized as the UK’s ‘Bobblehead of State’