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<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! 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