<br />
<br />
<br />
Vol. 26, No. 3 May/June 2010<br />
Licensing Show 2010<br />
Licensing in Toys: A Major Force<br />
L<br />
icenses play an extraordinarily important role in the toy<br />
business. The NPD Group estimates that license-bearing<br />
toy products sold in the United States represented about<br />
one quarter of the total, or about $5.4 billion last year. In fact,<br />
since the majority of this business is concentrat-<br />
ed among the top five licensors and the top<br />
four toy manufacturers, the impact on a<br />
company that gains or loses a top<br />
license is dramatic. continued on page 16<br />
Also Inside:<br />
Chatting with Retailers<br />
page S6<br />
Spotlight on Science<br />
page S10<br />
page 35<br />
M<br />
A<br />
rke t lace<br />
S R<br />
T A<br />
'S<br />
a p<br<a title="The Toy Book May/June 2010 page 1" href="http://viewer.zmags.com/publication/5ea599ed?page=1"> </a>
<a title="The Toy Book May/June 2010 page 2" href="http://viewer.zmags.com/publication/5ea599ed?page=2"> </a>
<a title="The Toy Book May/June 2010 page 3" href="http://viewer.zmags.com/publication/5ea599ed?page=3"> Vol. 26, No. 3 May/June 2010 Licensing S</a>
<a title="The Toy Book May/June 2010 page 4" href="http://viewer.zmags.com/publication/5ea599ed?page=4"> </a>
<a title="The Toy Book May/June 2010 page 5" href="http://viewer.zmags.com/publication/5ea599ed?page=5"> table of contents table contents May</a>
<a title="The Toy Book May/June 2010 page 6" href="http://viewer.zmags.com/publication/5ea599ed?page=6"> Publisher's Viewpoint The </a>
<a title="The Toy Book May/June 2010 page 7" href="http://viewer.zmags.com/publication/5ea599ed?page=7"> </a>
<a title="The Toy Book May/June 2010 page 8" href="http://viewer.zmags.com/publication/5ea599ed?page=8"> STAT SHOT TOP-SELLING FAMILY E</a>
<a title="The Toy Book May/June 2010 page 9" href="http://viewer.zmags.com/publication/5ea599ed?page=9"> </a>
<a title="The Toy Book May/June 2010 page 10" href="http://viewer.zmags.com/publication/5ea599ed?page=10"> Go Figure! by Funosophy Boys and Their (Movie) T</a>
<a title="The Toy Book May/June 2010 page 11" href="http://viewer.zmags.com/publication/5ea599ed?page=11"> </a>
<a title="The Toy Book May/June 2010 page 12" href="http://viewer.zmags.com/publication/5ea599ed?page=12"> Industry Update FanTOYstic Trivia </a>
<a title="The Toy Book May/June 2010 page 13" href="http://viewer.zmags.com/publication/5ea599ed?page=13"> </a>
<a title="The Toy Book May/June 2010 page 14" href="http://viewer.zmags.com/publication/5ea599ed?page=14"> Industry Update REPORT: UK FIRST Q</a>
<a title="The Toy Book May/June 2010 page 15" href="http://viewer.zmags.com/publication/5ea599ed?page=15"> </a>
<a title="The Toy Book May/June 2010 page 16" href="http://viewer.zmags.com/publication/5ea599ed?page=16"> Licensing in Toys: A Major Force by Lutz Muller L</a>
<a title="The Toy Book May/June 2010 page 17" href="http://viewer.zmags.com/publication/5ea599ed?page=17"> packaging, good price points, strong promotion</a>
<a title="The Toy Book May/June 2010 page 18" href="http://viewer.zmags.com/publication/5ea599ed?page=18"> Licensing Show 2010 Brand Freaks/Busy Life P </a>
<a title="The Toy Book May/June 2010 page 19" href="http://viewer.zmags.com/publication/5ea599ed?page=19"> </a>
<a title="The Toy Book May/June 2010 page 20" href="http://viewer.zmags.com/publication/5ea599ed?page=20"> Licensing Show 2010 Universal Partnerships & Li</a>
<a title="The Toy Book May/June 2010 page 21" href="http://viewer.zmags.com/publication/5ea599ed?page=21"> </a>
<a title="The Toy Book May/June 2010 page 22" href="http://viewer.zmags.com/publication/5ea599ed?page=22"> Licensing Show 2010 Nickelodeon Consumer Produc</a>
<a title="The Toy Book May/June 2010 page 23" href="http://viewer.zmags.com/publication/5ea599ed?page=23"> Nelvana Enterprises B abar ge</a>
<a title="The Toy Book May/June 2010 page 24" href="http://viewer.zmags.com/publication/5ea599ed?page=24"> Licensing Show 2010 MGA Entertainment I n c</a>
<a title="The Toy Book May/June 2010 page 25" href="http://viewer.zmags.com/publication/5ea599ed?page=25"> </a>
<a title="The Toy Book May/June 2010 page 26" href="http://viewer.zmags.com/publication/5ea599ed?page=26"> Licensing Show 2010 Discovery Communications/Th</a>
<a title="The Toy Book May/June 2010 page 27" href="http://viewer.zmags.com/publication/5ea599ed?page=27"> </a>
<a title="The Toy Book May/June 2010 page 28" href="http://viewer.zmags.com/publication/5ea599ed?page=28"> Licensing Show 2010 Sesame Workshop S </a>
<a title="The Toy Book May/June 2010 page 29" href="http://viewer.zmags.com/publication/5ea599ed?page=29"> The Voice Reaching Both Trade and Consumers </a>
<a title="The Toy Book May/June 2010 page 30" href="http://viewer.zmags.com/publication/5ea599ed?page=30"> Toy Design Education “Clearly the designer </a>
<a title="The Toy Book May/June 2010 page 31" href="http://viewer.zmags.com/publication/5ea599ed?page=31"> </a>
<a title="The Toy Book May/June 2010 page 32" href="http://viewer.zmags.com/publication/5ea599ed?page=32"> working, etc. The world is a lot smaller than you</a>
<a title="The Toy Book May/June 2010 page 33" href="http://viewer.zmags.com/publication/5ea599ed?page=33"> ing, retail distribution, cost, and brand aware</a>
<a title="The Toy Book May/June 2010 page 34" href="http://viewer.zmags.com/publication/5ea599ed?page=34"> Toy Industry Association Perspectives Craft & Ho</a>
<a title="The Toy Book May/June 2010 page 35" href="http://viewer.zmags.com/publication/5ea599ed?page=35"> MAY/JUNE 2010 THE DEFINITIVE INFORMATION SO</a>
<a title="The Toy Book May/June 2010 page 36" href="http://viewer.zmags.com/publication/5ea599ed?page=36"> </a>
<a title="The Toy Book May/June 2010 page 37" href="http://viewer.zmags.com/publication/5ea599ed?page=37"> Doing Our Best to Serve You Better The Toy</a>
<a title="The Toy Book May/June 2010 page 38" href="http://viewer.zmags.com/publication/5ea599ed?page=38"> ASTRA Insights Steady on the Tiller Focusing on </a>
<a title="The Toy Book May/June 2010 page 39" href="http://viewer.zmags.com/publication/5ea599ed?page=39"> NEWS GUINNESS WORLD RECORDS PRODUCTS ON THE WAY </a>
<a title="The Toy Book May/June 2010 page 40" href="http://viewer.zmags.com/publication/5ea599ed?page=40"> Chatting with Retailers Specialty Toys & Gifts s</a>
<a title="The Toy Book May/June 2010 page 41" href="http://viewer.zmags.com/publication/5ea599ed?page=41"> depth, but most importantly, we focus on staff tr</a>
<a title="The Toy Book May/June 2010 page 42" href="http://viewer.zmags.com/publication/5ea599ed?page=42"> Chatting with Retailers niche. Again, we think </a>
<a title="The Toy Book May/June 2010 page 43" href="http://viewer.zmags.com/publication/5ea599ed?page=43"> Ziegenhagan: We have observed a decrease in new p</a>
<a title="The Toy Book May/June 2010 page 44" href="http://viewer.zmags.com/publication/5ea599ed?page=44"> Spotlight on Science From excavation to hydraul</a>
<a title="The Toy Book May/June 2010 page 45" href="http://viewer.zmags.com/publication/5ea599ed?page=45"> </a>
<a title="The Toy Book May/June 2010 page 46" href="http://viewer.zmags.com/publication/5ea599ed?page=46"> Science Kids can make an environm</a>
<a title="The Toy Book May/June 2010 page 47" href="http://viewer.zmags.com/publication/5ea599ed?page=47"> </a>
<a title="The Toy Book May/June 2010 page 48" href="http://viewer.zmags.com/publication/5ea599ed?page=48"> Science Get a 360-degree view of</a>
<a title="The Toy Book May/June 2010 page 49" href="http://viewer.zmags.com/publication/5ea599ed?page=49"> </a>
<a title="The Toy Book May/June 2010 page 50" href="http://viewer.zmags.com/publication/5ea599ed?page=50"> Science The Lunar Projecti</a>
<a title="The Toy Book May/June 2010 page 51" href="http://viewer.zmags.com/publication/5ea599ed?page=51"> </a>
<a title="The Toy Book May/June 2010 page 52" href="http://viewer.zmags.com/publication/5ea599ed?page=52"> ASTRA Marketplace & Academy 2010 NEAT-OH! ZIPS A</a>
<a title="The Toy Book May/June 2010 page 53" href="http://viewer.zmags.com/publication/5ea599ed?page=53"> </a>
<a title="The Toy Book May/June 2010 page 54" href="http://viewer.zmags.com/publication/5ea599ed?page=54"> ASTRA Marketplace & Academy 2010 DRAW, LEARN, AND</a>
<a title="The Toy Book May/June 2010 page 55" href="http://viewer.zmags.com/publication/5ea599ed?page=55"> </a>
<a title="The Toy Book May/June 2010 page 56" href="http://viewer.zmags.com/publication/5ea599ed?page=56"> ASTRA Marketplace & Academy 2010 IT'S TIME TO EAT</a>
<a title="The Toy Book May/June 2010 page 57" href="http://viewer.zmags.com/publication/5ea599ed?page=57"> An essential ingredient to every toybox, every </a>
<a title="The Toy Book May/June 2010 page 58" href="http://viewer.zmags.com/publication/5ea599ed?page=58"> ASTRA Marketplace & Academy 2010 CLOUD B MONKEYS</a>
<a title="The Toy Book May/June 2010 page 59" href="http://viewer.zmags.com/publication/5ea599ed?page=59"> PRESSMAN TURNS KIDS INTO CODEBREAKERS It's </a>
<a title="The Toy Book May/June 2010 page 60" href="http://viewer.zmags.com/publication/5ea599ed?page=60"> ASTRA Marketplace & Academy 2010 THERE'SA“FARMER </a>
<a title="The Toy Book May/June 2010 page 61" href="http://viewer.zmags.com/publication/5ea599ed?page=61"> </a>
<a title="The Toy Book May/June 2010 page 62" href="http://viewer.zmags.com/publication/5ea599ed?page=62"> ASTRA Marketplace & Academy 2010 TIER TOYS STACKS</a>
<a title="The Toy Book May/June 2010 page 63" href="http://viewer.zmags.com/publication/5ea599ed?page=63"> Icosoku by RECENT TOYS makes simple additi</a>
<a title="The Toy Book May/June 2010 page 64" href="http://viewer.zmags.com/publication/5ea599ed?page=64"> ASTRA Marketplace & Academy 2010 SCHLEICH ADDS A </a>
<a title="The Toy Book May/June 2010 page 65" href="http://viewer.zmags.com/publication/5ea599ed?page=65"> Anomia, by ANOMIA PRESS, plays off the fact</a>
<a title="The Toy Book May/June 2010 page 66" href="http://viewer.zmags.com/publication/5ea599ed?page=66"> ASTRA Marketplace & Academy 2010 GAMEWRIGHT HAS Y</a>
<a title="The Toy Book May/June 2010 page 67" href="http://viewer.zmags.com/publication/5ea599ed?page=67"> ARTISANDS introduces new kits that allo</a>
<a title="The Toy Book May/June 2010 page 68" href="http://viewer.zmags.com/publication/5ea599ed?page=68"> ASTRA Marketplace & Academy 2010 HAPE CHANNELS AN</a>
<a title="The Toy Book May/June 2010 page 69" href="http://viewer.zmags.com/publication/5ea599ed?page=69"> </a>
<a title="The Toy Book May/June 2010 page 70" href="http://viewer.zmags.com/publication/5ea599ed?page=70"> ASTRA Marketplace & Academy 2010 LILLIPUTIENS HAS</a>
<a title="The Toy Book May/June 2010 page 71" href="http://viewer.zmags.com/publication/5ea599ed?page=71"> </a>
<a title="The Toy Book May/June 2010 page 72" href="http://viewer.zmags.com/publication/5ea599ed?page=72"> ASTRA Marketplace & Academy 2010 ARTTERRO MAKES B</a>
<a title="The Toy Book May/June 2010 page 73" href="http://viewer.zmags.com/publication/5ea599ed?page=73"> Huzzah! You have been invited to din</a>
<a title="The Toy Book May/June 2010 page 74" href="http://viewer.zmags.com/publication/5ea599ed?page=74"> ASTRA Marketplace & Academy 2010 APPLE PARK INTRO</a>
<a title="The Toy Book May/June 2010 page 75" href="http://viewer.zmags.com/publication/5ea599ed?page=75"> RE-MARK, INC.'s 60-piece puzzles can be u</a>
<a title="The Toy Book May/June 2010 page 76" href="http://viewer.zmags.com/publication/5ea599ed?page=76"> ASTRA Marketplace & Academy 2010 ELF MAGIC'S ELVE</a>
<a title="The Toy Book May/June 2010 page 77" href="http://viewer.zmags.com/publication/5ea599ed?page=77"> PEACEABLE KINGDOM PRESS is debu</a>
<a title="The Toy Book May/June 2010 page 78" href="http://viewer.zmags.com/publication/5ea599ed?page=78"> ASTRA Marketplace & Academy 2010 JOLLY, ROCKING W</a>
<a title="The Toy Book May/June 2010 page 79" href="http://viewer.zmags.com/publication/5ea599ed?page=79"> The I</a>
<a title="The Toy Book May/June 2010 page 80" href="http://viewer.zmags.com/publication/5ea599ed?page=80"> ASTRA Marketplace & Academy 2010 EEBOO GATHERS A </a>
<a title="The Toy Book May/June 2010 page 81" href="http://viewer.zmags.com/publication/5ea599ed?page=81"> MEDIA CENTER Lullabies Go Contemporary thinkSMART</a>
<a title="The Toy Book May/June 2010 page 82" href="http://viewer.zmags.com/publication/5ea599ed?page=82"> Make Payment Processing a Competitive Advantage </a>
<a title="The Toy Book May/June 2010 page 83" href="http://viewer.zmags.com/publication/5ea599ed?page=83"> by Bob Hirth, executive vice president and global</a>
<a title="The Toy Book May/June 2010 page 84" href="http://viewer.zmags.com/publication/5ea599ed?page=84"> Section 337 Investigations at the U.S. I</a>
<a title="The Toy Book May/June 2010 page 85" href="http://viewer.zmags.com/publication/5ea599ed?page=85"> importation; a single sample imported for display</a>
<a title="The Toy Book May/June 2010 page 86" href="http://viewer.zmags.com/publication/5ea599ed?page=86"> By statute, cases must be resolved expeditiously.</a>
<a title="The Toy Book May/June 2010 page 87" href="http://viewer.zmags.com/publication/5ea599ed?page=87"> </a>
<a title="The Toy Book May/June 2010 page 88" href="http://viewer.zmags.com/publication/5ea599ed?page=88"> Where Have All the Merchants Gone? by Jim M</a>
<a title="The Toy Book May/June 2010 page 89" href="http://viewer.zmags.com/publication/5ea599ed?page=89"> </a>
<a title="The Toy Book May/June 2010 page 90" href="http://viewer.zmags.com/publication/5ea599ed?page=90"> What's New No Toy Gets Left Behind </a>
<a title="The Toy Book May/June 2010 page 91" href="http://viewer.zmags.com/publication/5ea599ed?page=91"> Raising the Bar Proper Trademark Us</a>
<a title="The Toy Book May/June 2010 page 92" href="http://viewer.zmags.com/publication/5ea599ed?page=92"> Industry Marketplace OLLIE SWANTSYOUR CLOSEOUTS</a>
<a title="The Toy Book May/June 2010 page 93" href="http://viewer.zmags.com/publication/5ea599ed?page=93"> Industry Marketplace Classifieds Place a class</a>
<a title="The Toy Book May/June 2010 page 94" href="http://viewer.zmags.com/publication/5ea599ed?page=94"> Flashback: May/June 1991 2. 1. 1. Play</a>
<a title="The Toy Book May/June 2010 page 95" href="http://viewer.zmags.com/publication/5ea599ed?page=95"> </a>
<a title="The Toy Book May/June 2010 page 96" href="http://viewer.zmags.com/publication/5ea599ed?page=96"> </a>