Dream Theatre appoints Renu Nair as General Manager, Consumer Products


Dream Theatre announced the appointment of Renu Nair to the position of General Manager – Consumer Products. Renu will be responsible for growing the consumer products business across Dream Theatre’s representations in Entertainment and Lifestyle lines of businesses, across India and South Asia. Renu was previously Sales Director and Head of Consumer Products at Mattel India. Prior to Mattel, she was Associate Director, Consumer  Products at the Walt Disney Company.

“We are excited to have Renu on board; she brings a wealth of cross category experience and a keen understanding of the market. It is an exciting time for the licensing business in India and Renu’s appointment will bring laser focus to revenue growth as well as our strategic partnerships, across our brands,” said Jiggy George, Founder and CEO Dream Theatre.

“I am thrilled to join Dream Theatre. Its rich brand representation portfolio is poised perfectly for driving growth and value across Consumer Products businesses and partnerships”, said Renu Nair.

About Dream Theatre Pvt Ltd. Dream Theatre leverages the power of licensing to CREATE, REPRESENT and DISTRIBUTE iconic brands in South Asia. These brands are focused on Entertainment, Sports and Lifestyle businesses. Dream Theatre represents The Smiley Company, Sanrio, Liverpool Football Club, Real Madrid, FIFA 2018, The Pokémon Company, Rovio amongst other brands for Licensing and Merchandising in India and South Asia. Dream Theatre represents ChuChu TV, the most popular kids network of channels on YouTube,  globally for their licensing and merchandising portfolio. The company manages content syndication for key brands and creates and retails products via Dream Theatre group companies. For further information, please visithttp://www.dreamtheatre.co

The Clock Is Ticking: It’s Time to Look at ‘TikTok’

Why brands, marketers and licensing programs should get on board with “TikTok.”

Bibi Wardak | Dec 10, 2019


It’s been touted as the next “Instagram” by media experts including entrepreneur Gary Vaynerchuk, and it was the third most-downloaded app outside of gaming in 2019. “TikTok” is the short-form mobile video app every business, social influencer, digital marketer – and licensing professional – should focus on in 2020.

Did you jump on the “Instagram” bandwagon too late? Miss lucrative early-adopter opportunities on “YouTube?” Climb aboard the “Twitter” train three stops too late? If so, don’t hit the snooze button on “TikTok.” (The inane time analogies will end here, I promise.)

With roughly 1.5 billion downloads to date, “TikTok,” formerly known as “Musical.ly,” is spreading like wildfire. But despite its established pervasiveness, you’re not too late. You can still create an account, hit a content homerun and go viral. Because of the app’s algorithm-populated feed, “TikTok” users can go viral without even having a single follower. They just have to implement the right trending hashtag at the right time ­– and submit the right content – to become “TikTok” famous.

If your target demographic is the youth, you couldn’t find a better platform to use than “TikTok.” If you’re a digital marketer aiming to exploit all opportunities, you can’t afford to ignore this platform. And for those of us in licensing, the party is just beginning.

Just last month, The Joester Loria Group inked a deal to represent WeWearCute, leading “TikTok” lifestyle and product influencers for kids ages 6-13. Sisters Ashley and Emma, who post three-to-four videos daily, have amassed 3 million followers and have nabbed a whopping 250 million monthly views. The sibling duo has featured a vast array of heavyweight brands within its video content including the likes of Procter & Gamble, Kraft, Mattel, Cra-Z-Art and Lipsmackers, as well as retail giant Walmart. JLG will represent the WeWearCute brand across bath and beauty, apparel, fashion accessories, home, publishing and other related categories.

“We are delighted to represent WeWearCute in building Emma and Ashley’s brand in fashion, beauty and related categories,” says Debra Joester, president and chief executive officer, The Joester Loria Group. “‘TikTok’ is a window into youth culture, and Emma and Ashley bring an innate ability to create engaging content that resonates with today’s youth.”

We are undoubtedly in the golden era of social influencers, a pivotal time for internet stars, such as eight-year-old Ryan Kaji from “YouTube” channel RyansToyReview, who has exploded into a full-blown licensing champion. Kaji inspired his very own toy line in 2018 dubbed Ryan’s World, available at Walmart. He even landed his own Nick. Jr. series, “Ryan’s Mystery Playdate,” produced by Pocket.watch. And just this week, Egmont Publishing announced the launch of the Ryan’s World magazine, expanding the brand into publishing. Kaji ­and his “YouTube”-famous counterparts have laid out the blueprint for the rising stars of “TikTok” and the endless in-video promotional opportunities they provide for brands, as well as the unlimited licensing opportunities they can exploit themselves as bonafide brands in their own right.

“TikTok” recently released a year-end recap, the “TikTok” Top 100, in which the app ranks its top videos, creators and memes for 2019 across content genres spanning sports, beauty and style, pets and dance trends. The list accounts for views, shares, likes and trends.

According to “TikTok,” 2019’s top viral video was a science experiment from a famed YouTube star, “David Dobrik’s (@daviddobrik) and Nick Uhas’ crazy take on Elephant Toothpaste.” The year’s top brand creators were @zachking (No. 1), @noeneubanks (No. 2) and @jamescharles (No. 3). The No. 1 dance trend in 2019 was “The Woah.” The year’s top celebrity user was Will Smith (No. 1), followed by Miley Cyrus (No. 2) and Dwayne “The Rock” Johnson (No. 3). 2019’s top artists on the app include Lil Nas X (No. 1) followed by Mariah Carey (No. 2) and Lizzo (No. 3). The year’s top memes include the hashtags #POV (No. 1) and #Area51 (No. 4).

“Creators are such an important part of our ecosystem, and monetization is something we hear often,” Vanessa Pappas, general manager, “TikTok” North America and Australia, told The New York Times. “We’re at the beginning stages of exploring different models and ways we can connect creators with brands and opportunities. We recently rolled out ‘TikTok’’s creator marketplace that connects creators to brands. We’re definitely in that exploratory phase, but we’re focused on what ways we can best serve our creative community.”

“TikTok” will continue to lead the pack in 2020 among social platforms, and while its content creator-brand connection processes are still in their infancy stage, now is the time (ok, one more cliché time reference… sorry!), to leverage “TikTok” for brand promotions and licensing opportunities.

Continue reading “The Clock Is Ticking: It’s Time to Look at ‘TikTok’”

Barbie hits the road with merch tour

Mattel has announced the Barbie Truck: Totally Throwback Tour, which will sell Barbie merchandise in select cities in the U.S.

The tour will showcase exclusive retro-inspired apparel and accessories, including iridescent fanny packs and totes, retro cassette-style wallets, and stonewashed Barbie-embroidered jackets and hats.

Mattel kicked off the tour in Kansas, City, MO in July with planned stops in Southern California this fall. A cross-country tour is also planned for 2020.

Barbie’s tour is part of Mattel’s 60th anniversary. The milestone was celebrated with the launch of the Barbie Dream Gap Project Fund which will see Mattel donate $1 from every doll sold in the United States up to $250,000.

Source: https://www.licenseglobal.com/toys/barbie-hits-road-merch-tour

Hotwheels Monster Trucks tour smashes into Europe

Mattel has announced that it is expanding the Hot Wheels Monster Trucks Live tour to Europe in partnership with Live Nation and Raycom-Legacy Content Company.

Following the U.S. tour earlier this year, the show is going international with European shows in the U.K., Poland and Denmark in 2020 with more markets planned for a later rollout.

“Mattel is thrilled to share the U.S. success of the Hot Wheels Monster Trucks Live experience with our European fans,” says Julie Freeland, senior director, global live events and attractions, Mattel. “Mattel is always exploring new and innovative ways for fans of all ages to play and engage with our storied brands. We’re fulfilling European consumer demand by bringing them real-life action in an arena with the best-selling Hot Wheels Monster Trucks.”

This live entertainment tour will bring Hot Wheels Monster Trucks to life, combining Hot Wheels’ stunts with the thrills of a monster truck rally. In addition to the trucks, each show will feature specialty acts like the superstars of freestyle motocross, world record attempts and Megasaurus–a massive, car-eating, fire-breathing prehistoric robot.

Source: https://www.licenseglobal.com/toys-games/hot-wheels-monster-trucks-tour-smashes-europe

Mattel extends partnership with WBCP for DC

Mattel has extended its global licensing agreement with Warner Bros. Consumer Products to continue to be the toy licensee for DC in the girls, preschool, vehicles, games and novelty toy categories.

The agreement grows Mattel’s existing DC Universe franchises with new content for the “DC Super Hero Girls” property. Mattel has worked closely with DC as a partner for more than 15 years.

“DC is home to some of the world’s greatest super heroes, and extending our partnership will ensure we’re able to support the growth of this iconic brand and bring it to even more audiences,” says Janet Hsu, chief franchise management officer, Mattel. “Mattel is known for its winning design and innovation and, as the category leaders in dolls, vehicles and preschool, we’re thrilled to support Warner Bros. long-term franchise plans.”

Source: https://www.licenseglobal.com/toys/mattel-extends-partnership-wbcp-dc

Mattel, Pixar expand deal to infinity and beyond

Mattel has expanded its global licensing agreement with Disney to span new titles and to develop new toys inspired by characters from Pixar Animation Studios’ film properties.

The new deal will provide Mattel with international rights for CocoFinding NemoMonstersInc., the Toy Story franchise, The Incredibles and Pixar’s 2020 release Onward. Mattel’s licensing rights expand to North America, Europe, Latin America, Australia and New Zealand. It includes a wide variety of products such as action figures, miniatures, plush, and playsets, available early 2020.

“Pixar is a legendary animation studio renowned for creating some of the most iconic and diverse sets of characters,” says Janet Hsu, chief franchise management officer, Mattel. “We look forward to bringing these characters to children of all ages so they can create their own adventures and stories through play.”

Disney’s deal with Mattel continues the companies’ long-standing partnership. Mattel has developed licensed Pixar products internationally dating back to the earliest iterations of the Cars and Toy Story franchises.

Source: https://www.licenseglobal.com/toys/mattel-pixar-expand-deal-infinity-and-beyond

Samsonite bags Barbie luggage deal

Samsonite has inked a deal with Mattel to bring a line of Barbie-inspired suitcases, trolleys and bags to Europe.

The luggage brand’s agreement will see it develop the series as part of the American Tourister collection. Mattel agreed to license Barbie iconography for production and marketing as part of the Samsonite Europe NV deal. Barbie fans across Europe can get their hands on the limited-edition Barbie gear beginning this May.

Barbie’s deal with Samsonite is the latest in a slew of partnerships established in recent months. This year marks the doll’s 60th anniversary, and to celebrate, Mattel has already inked deals with companies including Puma and National Geographic.

Source: https://www.licenseglobal.com/industry-news/samsonite-bags-barbie-luggage-deal

Mattel scores Despicable Me license



Mattel has entered into a three-year international licensing agreement with Universal Brand Development for the Despicable Me franchise.

Mattel’s license covers North America and key international markets and will include an array of products including action figures, dolls, play sets, vehicles, radio control toys, games, plush, role-play and accessories.

“As the stars of the highest-grossing animated franchise to date, Illumination’s Minions have captured the imaginations and hearts of people around the world,” says Janet Hsu, chief franchise management officer, Mattel. “We are delighted to partner with Illumination and Universal Brand Development to provide fans of all ages a deeper connection to these beloved characters. Mattel is committed to strategic collaborations with globally-recognized franchises, which are helping to drive our transformation into an IP-driven, high-performing toy company.”

“As we continue to develop richer, more engaging ways for fans to interact with our brands, we are excited to collaborate with Illumination and Mattel to design a brand-new line of toys and consumer products, inspired by Illumination’s Despicable Me franchise,” says Vince Klaseus, president, Universal Brand Development. “Illumination’s Minions are a global pop-culture phenomenon, embraced by all ages and cultures, and we’re excited for the global launch of Minions 2 and for Mattel’s new toy and products lines, which are sure to inspire creativity, open up new ways to play and extend the storytelling.”

The Mattel Despicable Me line will launch with a collection inspired by Illumination’s Minionssequel in time for the film’s summer 2020 release.

Source: https://www.licenseglobal.com/toys/mattel-scores-despicable-me-license-0?elq_cid=516046&elq_mid=1699&tag=em_x_lxpor_le_tsprtsnr_lxpo_x_x-feb-mthly

Spin Master is New DC Comics Licensee for Action Figures and More

Just before the holiday break, at a time when companies normally try to bury bad news, Spin Master announced that had signed a deal with Warner Bros. Consumer Products (WBCP) to be the DC global licensee for boys’ action figures, remote control and robotic figures, games, puzzles and water toys. The three-year deal is effective in Spring 2020.

Rights in most (if not all) of those categories have long been held by Mattel. Spin Master, Mattel and WBCP officials weren’t available for comment. Mattel has had licensing agreements with WBCP across a range of properties since 2002.

The agreement will give Spin Master access to the range of DC characters, including Batman, Superman, Wonder Woman, The Joker, Justice League and The Flash. It’s expected that Mattel will continue to hold rights for girls’ toys with the DC Super Hero Girls license and preschool.

Gerrick Johnson, toy industry analyst for BMO Capital Markets, issued a comment Monday noting that for Mattel, “Initially, this loss will not look good to the press or stock market, but the license is not important to [its] turnaround. We believe the segments lost represent less than $50 million in annual run rate sales, and an impact of under $0.05 per share. The core business is often augmented by movie tie-ins. However, over the past several years, movie tie-ins have not shown growth and have been mostly underperforming expectations….

“While [Mattel] has not commented,” he continues, “we suspect the company sees better growth opportunities and return in investment in its own brands. [Spin Master] did not comment of the cost of the license, but if Warner had demanded high royalty rates and minimum guarantees, it could have made sense for the company to walk away. Mattel can potentially re-bid for the license in three years when the company is on firmer footing, as we expect it to do with Disney Princess when that license is up for renewal.” Also up for renewal in 2020 are Hasbro’s pacts for Marvel and Star Wars.

For Spin Master, the pact is the most recent in a series of licensing deals it has signed this year, including one announced this fall with Feld Entertainment (Monster Jam).

Spin Master President Ben Gadbois said in a press release that the DC license marks a “major milestone” for the company and is part of its strategy to invest in “successful licenses” that “further grow and diversify our business.”