Old favorites, new brands share floor at Licensing Show

New York— One word can describe the 2005 Licensing Show held here last month — bustling.

More than 20,000 attendees — a 15% increase from 2004 —packed into the Javits Center to visit at least 525 exhibitors, and the aisles were clogged, particularly on opening day. Many exhibitors said they were so busy, they didn't have a chance to walk the show.

"I usually try to get out on the floor, but I had back-to-back appointments all day," said Evelyn Dubocq, director of public relations at Viz Media, which was showing new properties including Naruto and Deko Boko & Friends.

The show's energy was boosted by several special events. Artist Holly Hobbie, who created the popular property that is being revived, was on hand to sign autographs, and Sesame Workshop put on a fashion show showcasing kids wearing several of the company's new apparel designs. The show featured a special appearance by singer Brandy and her 3-year-old daughter, Sy'rai.

Toy company Hasbro also hosted a booth party which attracted a large number of attendees. The bash featured up-tempo dance music and photo opportunities with a giant character from the 1980s property Transformers. A live-action movie featuring the classic robots-in-disguise, produced by Steven Spielberg and distributed by Dreamworks, will hit theater screens in fall 2006.

The Transformers property is among several old-school properties at the show, continuing a recent trend of reviving successful brands. Hasbro also announced plans to re-launch Furby this fall. The cuddly creature will have new technology features, and several short animated bits will be shown on www.furby.com. Further plans to develop the property include licensing opportunities in promotion, publishing, accessories and gaming categories.

Care Bears remained on the scene, with licensing agent The Joester Loria Group showing new product in several categories including developmental toys and bedding.

Some classics are coming back with a twist, such as classic Holly Hobbie and the new Holly Hobbie & Friends from American Greetings and Nickelodeon (see story, page 18). And Warner Bros. Consumer Products is taking its popular Tweety property to a hipper audience (see story, below).

At last year's licensing show, Evergreen Concepts announced its partnership with Classic Media to develop programs for the Little Golden Books and Pat the Bunny. The partners have since found licensees for several key categories for Little Golden Books including bedding and nursery décor (Crown Crafts) and layette (American Basics). Russ Berrie has been named plush, gift and infant toy licensee for Pat the Bunny, and those products will hit stores in time for holiday 2005. Evergreen is still seeking licensees for layette, bedding, room décor and more. Jeff Fradin, principal at Evergreen, said that the trend of bringing back the classics has proven successful. But he also thinks it's important to look forward as well. "Everybody's got something old and something new," he said.

Fradin said he was happy with Evergreen's core brands, which also include new addition Brainy Baby, Build-a-Bear and Twisted Whiskers. "We try to mix up our portfolio," he said. "We're not heavily weighted toward one thing."

And there were plenty of choices for everyone at the show. While many of the licensing options for juvenile boasted bright colors and fun animated designs, there were quite a few with a more understated look. Those included Mutts, based on the comic strip featuring a dog and a cat, and Charlie and Lola, a British brand based on a storybook series.

Nisreen Shocair, marketing director with King Features, which is handling the Mutts licensing program, said that the property's focus on living organically sets it apart. "Mutts is about the environment, well being, and animals," Shocair said. She explained that the property is designed to capture parents eager to pass that message on to their children.

Shocair also said the property's simple sketch design is a welcome alternative to busier-looking properties. "Parents are tired of the clutter," she said.

The Wildflower Group, which is representing BBC Worldwide's Charlie and Lola brand, shared similar thoughts about its property.

"It's a fresh new look — an artsy, collage look," said Michael Carlisle, principal with The Wildflower Group. The animation reflects the storybook's cut-out style, and Carlisle said manufacturers liked it, calling it a breath of fresh air.

Both agencies say their properties skew upscale, and they are seeking licensees in key categories such as publishing, apparel, textiles and room décor.

The Joester Loria Group showed new products from classic properties such as Share-a-Story Share Bear.