Toy company Alex seeking licensees

Staff -- Kids Today, 6/1/2007 12:00:00 AM

Toy manufacturer Alex is moving into the licensing arena and has chosen San Francisco-based Dimensional Branding Group as its licensing agent. Alex will make its debut at this month's Licensing Show in New York.

The Northvale, N.J.-based manufacturer produces a variety of toys, preschool products and arts and crafts items, and its initial program is seeking licensees in a wide range of juvenile categories including bed and bath, furniture, room and wall décor, dinnerware, apparel, travel gear, paper and party goods, food and beverage and interactive.

"We are very excited to bring our style into new categories of goods that will showcase the Alex brand," said Nurit Amdur, CEO of Alex. "Consumers know and trust Alex, so introducing the brand into a new range of products and distribution channels is a natural."

In other 2007 Licensing Show news:

King Features

"SeeMore's Playhouse" is an award-winning pre-school series focused on the safety and wellness of children, presented through puppets and celebrity segments. King Features is looking to establish key deals in core categories such as promotional licensing; DVDs, book publishing, music and entertainment; apparel and accessories; footwear; health and wellness; gifts and party goods; toys and interactive games.

"Mutts" is a licensed brand created for consumer who want to make healthier choices for themselves, the environment and their pets. Created by cartoonist Patrick McDonnell, "Mutts" features the friendship between Earl, a loyal dog, and Mooch, a fun-loving cat. Through their daily interactions, Earl and Mooch encourage people to make conscientious living part of their everyday routine. The property offers retailers and licensees the opportunity to attract consumers with environmentally friendly products made of natural, organic fabrics and recycled materials. The "Mutts" licensed merchandise program includes apparel, recycled greeting cards and stationery and publishing.

American Greetings Properties

American Greeting Properties is introducing several properties including Sushi Pack, crime-fighting sushi that are ready to serve; the fantasy world of Maryoku Yummy; Twisted Whiskers, a zany family of twisted animals; the return of the classic, Madballs; and Pretty Freekin Scary, a trio of creepy-cool characters that are to die for. In addition, American Greetings Properties will unveil Super BadGuy, the misunderstood superhero who is often mistaken for the villain instead of the good-guy, and Popples. American Greetings Properties also is offering licensing opportunities for the relaunched brand Classic Holly Hobbie and its spin-off, Holly Hobbie and Friends.

Joester Loria Group

Since launching in 1998, the music/educational series Baby Genius has sold more than 7 million DVDs and CDs and now is available in 41 countries around the world. This fall, the franchise expands with the launch of Baby Genius learning and developmental toys and plush from Creative Innovations & Sourcing. The new toy line, which incorporates music and sound into many of the products, as well as CD and DVD bonus content, will be available at KB Toys and other mass and specialty retailers nationwide and will be supported by a national multi-media marketing campaign.

Jeep Consumer Products generated more than $550 million in global sales in 2006, with distribution in 40 countries. Since its inception, the Jeep licensing program has introduced products in strategic categories including strollers, bicycles and apparel, expanded retail distribution globally and increased revenue at an average of nearly 20% each year. Plans for the 2007–08 campaign for Jeep Consumer Products include the introduction of products in strategic segments such as lifestyle, juvenile, outdoor functional as well as expansion on the international side.

American Greetings' Care Bears are celebrating their 25^th anniversary this year with a flurry of activity. A movie "Oopsy Does It!" is scheduled to hit theaters in August with a new TV series starring the bears to debut on CBS in the fall. The property also has a redesigned Web site and the characters will have a new refreshed look both on the Web site and on plush toys.

Mountain Dew, which has been a part of the Pepsi-Cola franchise since 1964, is moving into the home décor market with Dew Dorm bedding by Jay Franco. The line will feature popular trends in the teen market such as graffiti and extreme sports. Target will launch the line as part of its back-to-school merchandise.

Big Tent Entertainment

Domo, the Japanese character that got its start as a mascot for a television station, returns to the licensing show this year. Recent licensing deals for the brand include plush and play sets from Play Along and accessories from Basic Fun, and Big Tent is looking to pursue other opportunities in the categories such as video, interactive games, collectibles, publishing, stationery, accessories and room décor.

The British property Those Scurvey Rascals follows the adventures of the pirates — Sissy Le Poop, Smelly Pete and Shark Bait — who eschew gold in favor of pants. The TV series will make its U.S. debut this fall on Nickelodeon. For the licensing campaign, Big Tent is targeting boys 6–12 with a program that focuses on apparel and accessories, publishing, online and mobile entertainment and toys.

The Saddle Club, based on the best-selling novels by Bonnie Bryant, shares the stories of three 12-year-old girls who form their own riding club. Big Tent is building licensing relationships in a variety of categories, including fashion apparel and accessories, stationery, additional arts and crafts, puzzles, games, room décor, publishing, video games and video entertainment.

4 Kids Entertainment

It's been nearly 25 years since Cabbage Patch Kids debuted in 1983 and more than 110 million Kids have been adopted to date, making it one of the most recognizable brands in today's market. In preparation for the 25th anniversary in 2008, 4 Kids is looking to boost the property licensing program in key categories such as apparel and accessories.

Marvel

Spider-Man & Friends launched in 2002 as a toy line for the preschool crowd. The property features pint-size versions of the heroes, and Marvel has designed and re-imagined the characters and translated their powers and crime-fighting action into preschool-friendly settings and adventures Beside Hasbro, which drives the brand with its toy line, other licensees include Jay Franco (bedding), Proctor & Gamble (diapers), and V-Tech (interactive learning/development toys).

Marvel is looking to expand the property's presence in the food and beverage category, along with a continued emphasis on health & beauty and educational toys/games, among other key categories.

The Care Bears are celebrating their 25th anniversary this year with a new movie and television show.