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Vol. 26, No. 3 May/June 2010<br />
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Licensing Show 2010<br />
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Licensing in Toys: A Major Force<br />
<br />
<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 dramat<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 2010Licensing S</a> Vol. 26, No. 3 May/June 2010Licensing S<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 contentstable contentsMay</a> table of contentstable contentsMay<a title="The Toy Book May/June 2010 page 6" href="http://viewer.zmags.com/publication/5ea599ed?page=6">Publisher's ViewpointThe </a> Publisher's ViewpointThe <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> STAT SHOT TOP-SELLING FAMILY E<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 FunosophyBoys and Their (Movie) T</a> Go Figure!by FunosophyBoys and Their (Movie) T<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 UpdateFanTOYstic Trivia</a> Industry UpdateFanTOYstic Trivia<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 UpdateREPORT: UK FIRST Q</a> Industry UpdateREPORT: UK FIRST Q<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 Forceby Lutz MullerL</a> Licensing in Toys: A Major Forceby Lutz MullerL<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> packaging, good price points, strong promotion<a title="The Toy Book May/June 2010 page 18" href="http://viewer.zmags.com/publication/5ea599ed?page=18">Licensing Show 2010Brand Freaks/Busy LifeP </a> Licensing Show 2010Brand Freaks/Busy LifeP <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 2010Universal Partnerships & Li</a> Licensing Show 2010Universal Partnerships & Li<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 2010Nickelodeon Consumer Produc</a> Licensing Show 2010Nickelodeon Consumer Produc<a title="The Toy Book May/June 2010 page 23" href="http://viewer.zmags.com/publication/5ea599ed?page=23">Nelvana EnterprisesB abar ge</a> Nelvana EnterprisesB abar ge<a title="The Toy Book May/June 2010 page 24" href="http://viewer.zmags.com/publication/5ea599ed?page=24">Licensing Show 2010MGA EntertainmentI n c</a> Licensing Show 2010MGA EntertainmentI n c<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 2010Discovery Communications/Th</a> Licensing Show 2010Discovery Communications/Th<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 2010Sesame WorkshopS </a> Licensing Show 2010Sesame WorkshopS <a title="The Toy Book May/June 2010 page 29" href="http://viewer.zmags.com/publication/5ea599ed?page=29"> The VoiceReaching BothTrade and Consumers</a> The VoiceReaching BothTrade and Consumers<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> Toy Design Education “Clearly the designer <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> working, etc. The world is a lot smaller than you<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> ing, retail distribution, cost,and brand aware<a title="The Toy Book May/June 2010 page 34" href="http://viewer.zmags.com/publication/5ea599ed?page=34">Toy Industry AssociationPerspectivesCraft & Ho</a> Toy Industry AssociationPerspectivesCraft & Ho<a title="The Toy Book May/June 2010 page 35" href="http://viewer.zmags.com/publication/5ea599ed?page=35">MAY/JUNE 2010THE DEFINITIVE INFORMATION SO</a> MAY/JUNE 2010THE DEFINITIVE INFORMATION SO<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> Doing Our Best to Serve You Better The Toy<a title="The Toy Book May/June 2010 page 38" href="http://viewer.zmags.com/publication/5ea599ed?page=38">ASTRA InsightsSteady on the TillerFocusing on </a> ASTRA InsightsSteady on the TillerFocusing on <a title="The Toy Book May/June 2010 page 39" href="http://viewer.zmags.com/publication/5ea599ed?page=39">NEWSGUINNESS WORLD RECORDS PRODUCTS ON THE WAY</a> NEWSGUINNESS WORLD RECORDS PRODUCTS ON THE WAY<a title="The Toy Book May/June 2010 page 40" href="http://viewer.zmags.com/publication/5ea599ed?page=40">Chatting with RetailersSpecialty Toys & Gifts s</a> Chatting with RetailersSpecialty Toys & Gifts s<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 stafftr</a> depth, but most importantly, we focus on stafftr<a title="The Toy Book May/June 2010 page 42" href="http://viewer.zmags.com/publication/5ea599ed?page=42">Chatting with Retailersniche. Again, we think </a> Chatting with Retailersniche. Again, we think <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 innew p</a> Ziegenhagan: We have observed a decrease innew p<a title="The Toy Book May/June 2010 page 44" href="http://viewer.zmags.com/publication/5ea599ed?page=44">Spotlight onScienceFrom excavation to hydraul</a> Spotlight onScienceFrom excavation to hydraul<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> Science Kids can make an environm<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> Science Get a 360-degree view of<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> Science The Lunar Projecti<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 2010NEAT-OH! ZIPS A</a> ASTRA Marketplace & Academy 2010NEAT-OH! ZIPS 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 2010DRAW, LEARN, AND</a> ASTRA Marketplace & Academy 2010DRAW, LEARN, AND<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 2010IT'S TIME TO EAT</a> ASTRA Marketplace & Academy 2010IT'S TIME TO EAT<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> An essential ingredient to every toybox, every<a title="The Toy Book May/June 2010 page 58" href="http://viewer.zmags.com/publication/5ea599ed?page=58">ASTRA Marketplace & Academy 2010CLOUD B MONKEYS</a> ASTRA Marketplace & Academy 2010CLOUD B MONKEYS<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> PRESSMAN TURNS KIDS INTO CODEBREAKERS It's <a title="The Toy Book May/June 2010 page 60" href="http://viewer.zmags.com/publication/5ea599ed?page=60">ASTRA Marketplace & Academy 2010THERE'SA“FARMER </a> ASTRA Marketplace & Academy 2010THERE'SA“FARMER <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 2010TIER TOYS STACKS</a> ASTRA Marketplace & Academy 2010TIER TOYS STACKS<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> Icosoku by RECENT TOYS makes simple additi<a title="The Toy Book May/June 2010 page 64" href="http://viewer.zmags.com/publication/5ea599ed?page=64">ASTRA Marketplace & Academy 2010SCHLEICH ADDS A </a> ASTRA Marketplace & Academy 2010SCHLEICH ADDS 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> Anomia, by ANOMIA PRESS, plays off the fact<a title="The Toy Book May/June 2010 page 66" href="http://viewer.zmags.com/publication/5ea599ed?page=66">ASTRA Marketplace & Academy 2010GAMEWRIGHT HAS Y</a> ASTRA Marketplace & Academy 2010GAMEWRIGHT HAS Y<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> ARTISANDS introduces new kits that allo<a title="The Toy Book May/June 2010 page 68" href="http://viewer.zmags.com/publication/5ea599ed?page=68">ASTRA Marketplace & Academy 2010HAPE CHANNELS AN</a> ASTRA Marketplace & Academy 2010HAPE CHANNELS AN<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 2010LILLIPUTIENS HAS</a> ASTRA Marketplace & Academy 2010LILLIPUTIENS HAS<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 2010ARTTERRO MAKES B</a> ASTRA Marketplace & Academy 2010ARTTERRO MAKES B<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> Huzzah! You have been invited to din<a title="The Toy Book May/June 2010 page 74" href="http://viewer.zmags.com/publication/5ea599ed?page=74">ASTRA Marketplace & Academy 2010APPLE PARK INTRO</a> ASTRA Marketplace & Academy 2010APPLE PARK INTRO<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> RE-MARK, INC.'s 60-piece puzzles can be u<a title="The Toy Book May/June 2010 page 76" href="http://viewer.zmags.com/publication/5ea599ed?page=76">ASTRA Marketplace & Academy 2010ELF MAGIC'S ELVE</a> ASTRA Marketplace & Academy 2010ELF MAGIC'S ELVE<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> PEACEABLE KINGDOM PRESS is debu<a title="The Toy Book May/June 2010 page 78" href="http://viewer.zmags.com/publication/5ea599ed?page=78">ASTRA Marketplace & Academy 2010JOLLY, ROCKING W</a> ASTRA Marketplace & Academy 2010JOLLY, ROCKING W<a title="The Toy Book May/June 2010 page 79" href="http://viewer.zmags.com/publication/5ea599ed?page=79"> The I</a> The I<a title="The Toy Book May/June 2010 page 80" href="http://viewer.zmags.com/publication/5ea599ed?page=80">ASTRA Marketplace & Academy 2010EEBOO GATHERS A </a> ASTRA Marketplace & Academy 2010EEBOO GATHERS A <a title="The Toy Book May/June 2010 page 81" href="http://viewer.zmags.com/publication/5ea599ed?page=81">MEDIA CENTERLullabies Go ContemporarythinkSMART</a> MEDIA CENTERLullabies Go ContemporarythinkSMART<a title="The Toy Book May/June 2010 page 82" href="http://viewer.zmags.com/publication/5ea599ed?page=82">Make Payment Processinga Competitive Advantage</a> Make Payment Processinga Competitive Advantage<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> by Bob Hirth, executive vice president and global<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> Section 337 Investigations at the U.S. I<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> importation; a single sample imported for display<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> By statute, cases must be resolved expeditiously.<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 Allthe Merchants Gone?by Jim M</a> Where Have Allthe Merchants Gone?by Jim M<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 NewNo Toy Gets Left Behind</a> What's NewNo Toy Gets Left Behind<a title="The Toy Book May/June 2010 page 91" href="http://viewer.zmags.com/publication/5ea599ed?page=91">Raising the BarProper Trademark Us</a> Raising the BarProper Trademark Us<a title="The Toy Book May/June 2010 page 92" href="http://viewer.zmags.com/publication/5ea599ed?page=92">IndustryMarketplaceOLLIE SWANTSYOUR CLOSEOUTS</a> IndustryMarketplaceOLLIE SWANTSYOUR CLOSEOUTS<a title="The Toy Book May/June 2010 page 93" href="http://viewer.zmags.com/publication/5ea599ed?page=93">IndustryMarketplaceClassifiedsPlace a class</a> IndustryMarketplaceClassifiedsPlace a class<a title="The Toy Book May/June 2010 page 94" href="http://viewer.zmags.com/publication/5ea599ed?page=94">Flashback: May/June 19912.1. 1. Play</a> Flashback: May/June 19912.1. 1. Play<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>