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<br /> <br /> <br /> THE HOTTEST<br /> LICENSED TOYS<br /> AT TOY FAIR 2018<br /> <br /> <br /> VOLUME 35, NUMBER 1<br /> Features<br /> 14 LIMA Survey<br /> As a new year dawns, licensing<br /> executives have positive prospects<br /> for 2018.<br /> 16 Transforming Toy Brands into<br /> Lifestyle Properties<br /> The Toy Association discusses<br /> how toy manufacturers are becoming<br /> increasingly focused on licensing<br /> their own brands.<br /> 19 Hot Wheels 50th Anniversary<br /> Special Section<br /> From the launch of the Custom<br /> Camaro in 1968 to the No. 1-selling<br /> toy in the world, we take a look back<br /> on 50 years of Hot Wheels.<br /> 27 Toy Fair 2018<br /> Our annual look at the U.S.<br /> toy industry’s biggest event, with<br /> coverage of licensed products<br /> across all toy categories.<br /> 50 Building a Brand<br /> Brand Finance breaks down the<br /> winning ways of today’s to<a title="Licensing Book Winter 2018 page 1" href="http://viewer.zmags.com/publication/3206a12d?page=1"> </a> <a title="Licensing Book Winter 2018 page 2" href="http://viewer.zmags.com/publication/3206a12d?page=2"> </a> <a title="Licensing Book Winter 2018 page 3" href="http://viewer.zmags.com/publication/3206a12d?page=3"> THE HOTTEST LICENSED TOYS AT TOY FAIR 2018</a> <a title="Licensing Book Winter 2018 page 4" href="http://viewer.zmags.com/publication/3206a12d?page=4"> </a> <a title="Licensing Book Winter 2018 page 5" href="http://viewer.zmags.com/publication/3206a12d?page=5"> </a> <a title="Licensing Book Winter 2018 page 6" href="http://viewer.zmags.com/publication/3206a12d?page=6"> VOLUME 35, NUMBER 1 Features 14 LIMA Survey </a> <a title="Licensing Book Winter 2018 page 7" href="http://viewer.zmags.com/publication/3206a12d?page=7"> </a> <a title="Licensing Book Winter 2018 page 8" href="http://viewer.zmags.com/publication/3206a12d?page=8"> JACKIE'S POINT TOYS AND LICENSING GO HAND IN hand</a> <a title="Licensing Book Winter 2018 page 9" href="http://viewer.zmags.com/publication/3206a12d?page=9"> </a> <a title="Licensing Book Winter 2018 page 10" href="http://viewer.zmags.com/publication/3206a12d?page=10"> LICENSING NEWS Cartoon Network Cruise Ship to Se</a> <a title="Licensing Book Winter 2018 page 11" href="http://viewer.zmags.com/publication/3206a12d?page=11"> RHCB Expands Wonder, Dream World Brands at New Yo</a> <a title="Licensing Book Winter 2018 page 12" href="http://viewer.zmags.com/publication/3206a12d?page=12"> STAT SHOT TOP 10 DOLLAR GROWTH TOY PROPERTIES I</a> <a title="Licensing Book Winter 2018 page 13" href="http://viewer.zmags.com/publication/3206a12d?page=13"> TOY INSIDER EVENTS SWEET SUITE & HOLIDAY OF PLA</a> <a title="Licensing Book Winter 2018 page 14" href="http://viewer.zmags.com/publication/3206a12d?page=14"> LIMA UPDATE LIMA SURVEY: OPTIMISM REIGNS DESPIT</a> <a title="Licensing Book Winter 2018 page 15" href="http://viewer.zmags.com/publication/3206a12d?page=15"> Do you expect your company's business i</a> <a title="Licensing Book Winter 2018 page 16" href="http://viewer.zmags.com/publication/3206a12d?page=16"> TOY LICENSING INSIDE LOOK: Transforming Toy Brand</a> <a title="Licensing Book Winter 2018 page 17" href="http://viewer.zmags.com/publication/3206a12d?page=17"> their audiences’ attention and continues to engag</a> <a title="Licensing Book Winter 2018 page 18" href="http://viewer.zmags.com/publication/3206a12d?page=18"> TALKING SOCIAL MEDIA FIVE KEY MISTAKES BRANDS CAN</a> <a title="Licensing Book Winter 2018 page 19" href="http://viewer.zmags.com/publication/3206a12d?page=19"> </a> <a title="Licensing Book Winter 2018 page 20" href="http://viewer.zmags.com/publication/3206a12d?page=20"> </a> <a title="Licensing Book Winter 2018 page 21" href="http://viewer.zmags.com/publication/3206a12d?page=21"> </a> <a title="Licensing Book Winter 2018 page 22" href="http://viewer.zmags.com/publication/3206a12d?page=22"> </a> <a title="Licensing Book Winter 2018 page 23" href="http://viewer.zmags.com/publication/3206a12d?page=23"> {} EVERY HOT WHEELS CAR CREAT</a> <a title="Licensing Book Winter 2018 page 24" href="http://viewer.zmags.com/publication/3206a12d?page=24"> ADVERTISEMENT 1. HOW MANY Hot Wheels have </a> <a title="Licensing Book Winter 2018 page 25" href="http://viewer.zmags.com/publication/3206a12d?page=25"> </a> <a title="Licensing Book Winter 2018 page 26" href="http://viewer.zmags.com/publication/3206a12d?page=26"> </a> <a title="Licensing Book Winter 2018 page 27" href="http://viewer.zmags.com/publication/3206a12d?page=27"> Toy Fair 2018 WINNING MOVES GAMES Wit</a> <a title="Licensing Book Winter 2018 page 28" href="http://viewer.zmags.com/publication/3206a12d?page=28"> Toy Fair 2018 WREBBIT3D Wrebbit3D expands </a> <a title="Licensing Book Winter 2018 page 29" href="http://viewer.zmags.com/publication/3206a12d?page=29"> </a> <a title="Licensing Book Winter 2018 page 30" href="http://viewer.zmags.com/publication/3206a12d?page=30"> Toy Fair 2018 MAGFORMERS Kids can create m</a> <a title="Licensing Book Winter 2018 page 31" href="http://viewer.zmags.com/publication/3206a12d?page=31"> A LOOK INSIDE SYBO GROWS SUBWAY SURFERS The Licen</a> <a title="Licensing Book Winter 2018 page 32" href="http://viewer.zmags.com/publication/3206a12d?page=32"> Toy Fair 2018 BONKERS TOYS Bonkers Toys in</a> <a title="Licensing Book Winter 2018 page 33" href="http://viewer.zmags.com/publication/3206a12d?page=33"> </a> <a title="Licensing Book Winter 2018 page 34" href="http://viewer.zmags.com/publication/3206a12d?page=34"> Toy Fair 2018 CRA-Z-ART Cra-Z-Art will introd</a> <a title="Licensing Book Winter 2018 page 35" href="http://viewer.zmags.com/publication/3206a12d?page=35"> </a> <a title="Licensing Book Winter 2018 page 36" href="http://viewer.zmags.com/publication/3206a12d?page=36"> Toy Fair 2018 Peppa Pig ENTERTAINMENT ONE </a> <a title="Licensing Book Winter 2018 page 37" href="http://viewer.zmags.com/publication/3206a12d?page=37"> </a> <a title="Licensing Book Winter 2018 page 38" href="http://viewer.zmags.com/publication/3206a12d?page=38"> Toy Fair 2018 PILLOW PETS Pillow Pets now </a> <a title="Licensing Book Winter 2018 page 39" href="http://viewer.zmags.com/publication/3206a12d?page=39"> </a> <a title="Licensing Book Winter 2018 page 40" href="http://viewer.zmags.com/publication/3206a12d?page=40"> Toy Fair 2018 TOY STATE This fall, Toy St</a> <a title="Licensing Book Winter 2018 page 41" href="http://viewer.zmags.com/publication/3206a12d?page=41"> </a> <a title="Licensing Book Winter 2018 page 42" href="http://viewer.zmags.com/publication/3206a12d?page=42"> Toy Fair 2018 UNIVERSITY GAMES University</a> <a title="Licensing Book Winter 2018 page 43" href="http://viewer.zmags.com/publication/3206a12d?page=43"> </a> <a title="Licensing Book Winter 2018 page 44" href="http://viewer.zmags.com/publication/3206a12d?page=44"> Toy Fair 2018 SNAPTOYS Snaptoys extends i</a> <a title="Licensing Book Winter 2018 page 45" href="http://viewer.zmags.com/publication/3206a12d?page=45"> </a> <a title="Licensing Book Winter 2018 page 46" href="http://viewer.zmags.com/publication/3206a12d?page=46"> Toy Fair 2018 IMAGINE BY RUBIE'S Im</a> <a title="Licensing Book Winter 2018 page 47" href="http://viewer.zmags.com/publication/3206a12d?page=47"> AURORA WORLD This spring, Aurora World wil</a> <a title="Licensing Book Winter 2018 page 48" href="http://viewer.zmags.com/publication/3206a12d?page=48"> Toy Fair 2018 NKOK Leading up to the relea</a> <a title="Licensing Book Winter 2018 page 49" href="http://viewer.zmags.com/publication/3206a12d?page=49"> KIDKRAFT </a> <a title="Licensing Book Winter 2018 page 50" href="http://viewer.zmags.com/publication/3206a12d?page=50"> BRAND FINANCE BUILDING A BRAND LEGO Reigns Suprem</a> <a title="Licensing Book Winter 2018 page 51" href="http://viewer.zmags.com/publication/3206a12d?page=51"> BRAND FINANCE partners, regulators, investors, </a> <a title="Licensing Book Winter 2018 page 52" href="http://viewer.zmags.com/publication/3206a12d?page=52"> BRAND FINANCE Source: Brand Finance Toys 25 2</a> <a title="Licensing Book Winter 2018 page 53" href="http://viewer.zmags.com/publication/3206a12d?page=53"> WanttoReach MilionsofConsumers DuringtheHolidaySe</a> <a title="Licensing Book Winter 2018 page 54" href="http://viewer.zmags.com/publication/3206a12d?page=54"> INSIDE RETAIL CREATIVE CHALLENGE Surge in Reta</a> <a title="Licensing Book Winter 2018 page 55" href="http://viewer.zmags.com/publication/3206a12d?page=55"> Cat and Jack children’s apparel and accessories b</a> <a title="Licensing Book Winter 2018 page 56" href="http://viewer.zmags.com/publication/3206a12d?page=56"> EUROMONITOR THE BIRTH OF A NEW CONSUMERISM Experi</a> <a title="Licensing Book Winter 2018 page 57" href="http://viewer.zmags.com/publication/3206a12d?page=57"> EUROMONITOR </a> <a title="Licensing Book Winter 2018 page 58" href="http://viewer.zmags.com/publication/3206a12d?page=58"> CELEBRITY LICENSING CELEBRITY RIGHT OF PUBLICITY </a> <a title="Licensing Book Winter 2018 page 59" href="http://viewer.zmags.com/publication/3206a12d?page=59"> ROYALTY RATES AS A MEASURE OF VALUE A roya</a> <a title="Licensing Book Winter 2018 page 60" href="http://viewer.zmags.com/publication/3206a12d?page=60"> MARKETING MEMO A BRAND WITH BUZZ: Creating a P</a> <a title="Licensing Book Winter 2018 page 61" href="http://viewer.zmags.com/publication/3206a12d?page=61"> </a> <a title="Licensing Book Winter 2018 page 62" href="http://viewer.zmags.com/publication/3206a12d?page=62"> OUTSIDE THE BOX HOW & WHEN TO PREP A BRAND FOR </a> <a title="Licensing Book Winter 2018 page 63" href="http://viewer.zmags.com/publication/3206a12d?page=63"> the characters, and their ongoing adventures brin</a> <a title="Licensing Book Winter 2018 page 64" href="http://viewer.zmags.com/publication/3206a12d?page=64"> OF COUNSEL PROCEED WITH CAUTION </a> <a title="Licensing Book Winter 2018 page 65" href="http://viewer.zmags.com/publication/3206a12d?page=65"> may suffer damages and expenses. For instance, if</a> <a title="Licensing Book Winter 2018 page 66" href="http://viewer.zmags.com/publication/3206a12d?page=66"> MARKETING MEMO KEEPING IT ON BRAND How to Create </a> <a title="Licensing Book Winter 2018 page 67" href="http://viewer.zmags.com/publication/3206a12d?page=67"> </a> <a title="Licensing Book Winter 2018 page 68" href="http://viewer.zmags.com/publication/3206a12d?page=68"> </a>