Blue Box Toys named master toy licensee for Shushybye
Tanya K. Merritte -- Kids Today, 1/1/2005 12:00:00 AM
New York —
Toy manufacturer and distributor Blue Box Toys has acquired the worldwide master toy license for Shushybye, an infant-to-preschool brand created by The Shushybye Co.
Blue Box Toys plans to debut the line, based on the storybook series, at Toy Fair next month. The collection will launch at toy and specialty stores in fall 2005.
The Shushybye books are designed to help parents prepare small children for bedtime. According to the story, Snoozles the Dream Ambassador and other Shushies make dreams, then place them in Dream Boxes. Conductor McCloud puts the boxes on the Shushybye Train and delivers them to children as they fall asleep. The brand launched in May with the book "Shushybye: Snoozles Saves the Night" and a music CD of original songs.
Blue Box Toys plans to introduce the toy line with about a dozen products, said Mel Meyer, director of business development. He said the company was going into the launch with a lot of confidence.
"We're going to give it the best play we possibly can," Meyer said.
Initial products will include the characters Snoozles and Conductor McCloud, playsets, the Shushybye Train and a musical Dream Wand. Retail prices will range from $9.99 to around $50.
The plush toys will have a button that children can press to hear snippets of Shushybye tunes. Songs play a key role in the brand, with the music composed for adults and the lyrics written for children.
"Many of today's parents grew up during the classic era of rock 'n' roll music, and we wanted to capture that spirit and sound as something they too can enjoy and share with their children," said Todd Beldner, president of The Shushybye Co., based in Los Angeles.
Music is an important part of children's lives, Meyer said, citing the popularity of MTV with kids. "It's trickling down to the toy business."
He said the Shushybye Dream Band, composed of live musicians, will tour early next year, and DVDs of its performances could be released in February or March. More CDs and books are also in the works.
Blue Box Toys also holds licenses for the Hello Kitty and Veggies Tales properties.
The Shushybye collection will debut at Toy Fair next month and hit stores this fall.
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