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       Mattel Showcases Power Franchises at London Brand Licensing Show



Barbie continues to evolve by empowering girls to try on every facet of who they can become, from a princess to a president, bringing this to life as only Barbie can. Barbie builds on the ‘You Can Be Anything’ brand message celebrating how Barbie inspires the limitless potential in every girl. Over the past two years Barbie has been on a journey setting out to change the way the world talks about the brand. Mattel has made several bold moves starting with the award-winning Imagine the Possibilities campaign through to #DadsWhoPlayBarbie, by focusing on what the doll enables; that through open ended play, storytelling and imagination girls can reach their limitless potential.

Barbie is the #1 doll brand worldwide, with 100 dolls sold every minute. Barbie digitally connects with parents, kids and fans across with 2.8million Instagram fans across core channel @Barbie and paid influencer channel @BarbieStyle. Barbie apps see 4.5 million monthly users, on Youtube Barbie is the #1 most watched girls toy brand and #7 most watched overall brand, and is the #1 toy brand on Facebook.

As a muse to the world's leading designers Barbie has collaborated with over 75 global brands and up and coming young designers and brands including a SS17 licensing partnership with popular womenswear brand Missguided. The BARBIEXMISSGUIDED SS17 collection of 43 must-have pieces was inspired by the girl power spirit of 2017 and was an immediate success; the first drop sold out in 24hours – and Mattel are excited to announce that due to popular demand, a second collection will launch exclusively this AW17!

Barbie continues to launch exciting partnerships across licensees and categories including beauty, dress up, homewares, puzzles, toys, and confectionery.

Dynamic partnerships include a range with GB Eye launching this AW17 that borrows on Barbie’s iconic heritage looks from the 80’s and more, with a range that comprises notebooks, mugs, badges, lanyards, bottles, coasters and posters.

Meanwhile, appetite for the popular Barbie Dreamtopia fantasy segment gains momentum as partners Amscan launched a Barbie Dreamtopia dress up along with an upcoming new party range, while Ravensburger launched the Barbie Dreamtopia puzzle.

Tapping in to key industry trends, Barbie and Bladez moved fast on the huge fidget spinner trend by partnering to launch Bladez Barbie Spinnerz in an almost global deal, gaining space at retail with an exclusive Toys R Us gift with purchase promotion.

Other exciting licensing deals for the world’s #1 fashion doll include an AW17 partnership with confectionery powerhouse Pez, and a new STEM learning range with Thames & Kosmos.


This year Mattel has built momentum with the introduction of Enchantimals, where Caring is Our Everything! A new world of loveable animal-inspired girls who share a special unbreakable bond with their pet besties, Enchantimals encourages kids to celebrate friendship and helps to build compassion for all living things whilst they play.

The new range introduces core characters Felicity Fox and Flick, Bree Bunny and Twist, Patter Peacock and Flap, Sage Skunk and Caper along with a host of other animal-inspired friends. This enchanting new brand is supported by content and significant marketing plans, with has strong licensing potential already venturing into publishing categories in 2018, with further hardlines categories coming for AW18.


Mattel is excited to announce that Thomas & Friends will see a number of new changes in 2018 with refreshed content that will introduce faster-paced stories that pivots the brand to be more appealing to both boys and girls. Content is at the heart of story-telling for Thomas and for the first time ever, Thomas fans will see their favourite blue engine travel further than he ever has been before, exploring new themes and making new friends along the way. 

Mattel is looking forward to a big year with partners who are excited to be part of the reimagined Thomas & Friends content and brand direction in 2018, adding to the brands extensive consumer products portfolio with partners that include Really Useful Stories, Finsbury Foods, Golden Bear, MV Wheeled, HTI Pocket Money, Mondo Balls, Shrinkies.


Make It Epic with Hot Wheels! In a world without limits, Hot Wheels lets you be the master of your own purpose built track, jumping, crashing, speeding and flying. This is the ride of your life! No boundaries, no rules and no such thing as failure. It’s where the challenger spirit is unleashed and outrageous stunts are realised!

Hot Wheels ignites and nurtures the challenger spirit that lives within every kid, to reach their true potential, by combining competition, experimentation and creativity to provide thrilling vehicle challenges that continues to develop the skills and confidence kids need to take on the world.

Through multi-platform brand campaigns Hot Wheels encourages kids to create their own ultimate playground and imagine the impossible with Hot Wheels.

As the #1 selling toy in the world, 2018 is going to be a break frame year as the brand celebrates its 50th anniversary. This historical moment is the perfect opportunity for licensing partners to rev up! Partnerships on track already include De Agostini with an exciting Hot Wheels flowpack, along with a new Hot Wheels Klein EMEA new Role Play range launching 2018, and Perth Mint Global 50th Anniversary Coin Collection for 2018.

Following the exciting summer launch of Bladez Hot Wheels Spinnerz, the partnership will also launch in AW17 new Bladez Hot Wheels Drones – no track and no limits! Take on any challenge and imagine the impossible with Hot Wheels!


Fireman Sam continues with exciting launches growing the franchise alongside strategic marketing campaigns. As part of the wider 30th anniversary campaign, Fireman Sam launched the ‘Golden Helmet Awards’, honouring ‘real-life’ heroes that brought Fireman Sam’s key themes of bravery and community to life through their incredible achievements. 2018 will be building on the successful 30th anniversary year with extensive marketing campaign plus Fireman Sam will embark on his most exciting adventure yet in another great movie.

Mattel are excited to announce renewed partnerships with fantastic partners: MV Sports for wheeled categories for the UK; Simba Dickie for Master Toy for EMEA (excluding the UK) and KD Group for Electronic Learning across Europe.


Fisher-Price encourages parents to ‘let children be children’, giving them the freedom to experience the joy of their own natural desire to learn, imagine and discover – giving them the best start in life.  The brand supports parents on their parenting journey, from celebrating their child’s special milestones to when they need a helping hand, so they can focus on nurturing their child’s development and distinct personalities. With exciting new partnerships in mobility with Hauck and new launches in plush categories, Fisher-Price continues to have exciting licensing potential.


Scrabble is the classic board game that always spells F-U-N! Scrabble continues to expand its extensive game offering with exciting new partnerships that will continue to bring letters and people together. Family favourite Scrabble is gearing up for an amazing 70th anniversary celebrations in 2018, with a bumper year of activity – the perfect time to get on ‘board’ with this partner!








New York, New York, September 21, 2018 - Following the acquisition of the CRAFTSMAN brand by Stanley Black & Decker (NYSE: SWK), Beanstalk, a global brand extension licensing agency, has been selected to represent CRAFTSMAN for licensed consumer products. Beanstalk will serve as CRAFTSMAN’s exclusive licensing agency and will represent the brand globally.

Beanstalk has a long-standing relationship with Stanley Black & Decker, and together, have created one of the most successful and comprehensive licensing programs within the tool and hardware industry. With over 70 Stanley Black & Decker licensees worldwide selling licensed products in more than 90,000 doors, the licensing program delivered $1.55B in annual retail sales in 2017.

Beanstalk will now apply its strategic vision, award-winning category expertise, and best practices to the CRAFTSMAN brand’s licensing program, aiming to replicate the success it has achieved for the Stanley Black & Decker licensing program. The agency will leverage its wide-reaching relationships with best-in-class manufacturers to round out CRAFTSMAN’s consumer product offering with new close-to-core products.The CRAFTSMAN brand will launch at Lowe’s, ACE, Amazon and other key retailers throughout 2018.  

Beanstalk’s President & CEO Allison Ames commented, “We are truly honored to represent one of the most famous and recognized brands today. Everyone has a CRAFTSMAN story. It is an iconic brand that speaks to American values. Building on CRAFTSMAN’s longstanding reputation with both core and new consumers through fresh and innovative products will be one of the most exciting brand launches in the second half of 2018.”


CRAFTSMAN is the American icon that homeowners, home builders, auto enthusiasts and master mechanics have trusted since 1927 – and today’s CRAFTSMAN continues that legacy. With a focus on reliable, high-performance tools, storage and equipment, CRAFTSMAN has revived its long-established pride in superior quality. Now it’s easier than ever to get the tools trusted for generations at more places than ever. For more information visit or follow CRAFTSMAN on Facebook, Instagram and Twitter.

About Stanley Black & Decker

Stanley Black & Decker, an S&P 500 company, is a diversified global provider of hand tools, power tools and related accessories, electronic security solutions, healthcare solutions, engineered fastening systems, and more. Learn more at

About Beanstalk

Beanstalk, a global brand extension agency, works closely with our clients to unlock brand equity and create many of the world’s most recognizable products and services. We help leading brands, celebrities, media properties, manufacturers and retailers creatively find ways to strengthen their relationship with their most important stakeholder – the consumer.

Beanstalk offers a breadth of services including brand representation, manufacturer representation, icon representation, retailer partnerships, STUDIO B creative services, approvals management, legal and financial services, and royalty auditing. Blueprint – Powered by Beanstalk, our consulting division, advises clients through four key practice areas: brand extension + retail development, research + insights, design + identity, and operations + governance. Tinderbox, our digital division, works with gaming and new media properties to realize their potential in the world of consumer products. The company is headquartered in New York, with offices in London, Miami and Cincinnati and affiliates throughout the world. For more information, please visit Beanstalk is a part of the DAS Group of Companies.


About The DAS Group of Companies

The DAS Group of Companies, a division of Omnicom Group Inc. (NYSE: OMC) (, is a global group of marketing services companies. DAS includes over 200 companies in the following marketing disciplines: specialty, PR, healthcare, CRM, events, promotional marketing, branding and research. Operating through a combination of networks and regional organizations, DAS serves international, regional, national and local clients through more than 700 offices in 71 countries.


                                    For further information:                                

Katie Riccio






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The Joester Loria Group Expands World of Eric Carle Program with Bedding and Room Decor from Jay Franco


  • The Joester Loria Group has brokered a new deal for their client, World of Eric Carle, to expand on their current program with bedding and room decor collections from Jay Franco for the U.S. and Canada.
  • Jay Franco, a leader in the bedding, bath, and beach industry for over 60 years, will capture the essence of the World of Eric Carle brand by creating an extensive bedding and room décor line utilizing the much loved The Very Hungry Caterpillar along with other iconic characters from Carle’s beloved books to create collections that capture the playful theme of the brand and emphasize the iconic collage art and all-over prints.
  • The collection will include a variety of home products, including bedding for juvenile, toddlers and infants, bath towels and accessories, pillows, beach, storage and travel items and be will be introduced during Market Week, September 24th – 27th.
  • “Bedtime stories marry perfectly with our product categories. And given the heritage and reach of the Eric Carle stories, we are so pleased to be offering bedding, bath and beach product to the marketplace in a variety of sizes ranging from newborn through pre-school. Our designs are bright, youthful and playful paying homage to 50 wonderful years of storytelling”  -Elisha Gordon, VP of Licensing
  • The World of Eric Carle is the award winning publishing franchise that features timeless stories and iconic characters. With 144 million books sold, the brand is a staple in schools, libraries and homes around the world for over three generations. The global consumer products program has experienced exceptional growth in over 35,000 doors in better retail channels in 15+ countries.
  • With over 145 licensees and promotional partners the brand extends into all major categories including: toys, games, apparel, accessories, home décor, social expressions, stationery, gift, feeding, classroom supplies and mobile apps.
  • The Very Hungry Caterpillar, one of the top selling children’s books of all time which has been translated into 60 languages and has sold over 45 million copies since its publication in 1969.

About World of Eric Carle™

World of Eric Carle™ is a design-driven licensing and merchandising program based on the beloved picture books by Eric Carle. A prolific author and artist, Eric Carle has written and illustrated more than seventy books which have sold over 144 million copies worldwide. Like his books, The World of Eric Carle brand draws upon Eric Carle’s approach to creativity, discovery, play and development. Licensing and merchandising programs are ongoing in the US, Japan, China, UK, Australia and Europe. For more information, please visit:


Jay Franco and Sons, Inc. is the leading importer in the licensed Home Furnishing industry featuring Bedding, Bath, and Beach accessories for over 60 years. The company prides themselves on providing their customers with superior expertise, expansive and innovative production capabilities, the latest textile fabrications, and selling their products in mass merchants, department stores, and specialty retailers nationwide for the best price. Jay Franco and Sons, Inc. has affiliated offices in Taiwan, Shanghai, India, and Pakistan.

About The Joester Loria Group

The Joester Loria Group,, is an award-winning full-service licensing and brand extension agency, representing Pepsi-Cola North America; Constellation Brands Beer portfolio including, Corona Extra (the #1 imported beer in the U.S.) and Modelo Especial (#2 import beer in the U.S.); Kellogg’s portfolio of cereal and snack brands; Entenmann’s baked goods; Jack Link’s meat snacks; Cabot Creamery, The World of Eric Carle™ including The Very Hungry Caterpillar; Waste Management;; and Stikbot by Zing.






Treasure X toy line launched in the US market July 2018


MELBOURNE, AUSTRALIA. – Today, Moose Toys announced that it has signed with The Licensing Shop Inc. (TLS) to launch a licensing program based on their new toy sensation Treasure X in the US and Canadian markets. Treasure X toys launched in July of this year and the sales are exceeding expectations with many retailers already calling it a hot toy for the 2018 holiday season. Treasure X is a hyper unboxing experience combining elements that children love including digging, treasure hunting, collecting and great story-telling. Treasure X is unique in that it contains 10 levels of adventure and the chance to find REAL GOLD! The first season launches with 24 high quality collectible characters and 8 gold treasures to collect. The toys are supported with a multifaceted marketing campaign including television and digital advertising, webisodes, social media and more. The first official Treasure X trailer has already reached over 7.2 million views. ( and the first Treasure X webisode is now live with another 7 to be released prior to Holiday 2018. (

The licensing program is planned to roll-out a year after the toy launch in the back-to-school window of 2019. Publishing, trading cards and board game categories will lead the way, followed by apparel, bags, stationery and accessories.

Dianne Bellchambers, Moose Toys’ Global Head of Licensing, explains, “Treasure X has received an overwhelming positive reaction. It’s a brand that can easily translate into other product categories. We are delighted to be working again with TLS to negotiate this strong interest amongst so many quality partners!”

Steve Fowler, President of TLS, continues, “We are honored and look forward to working with Moose Toys on this original and entertaining boys’ property. Our team will work with Treasure X licensees to strategically translate the special Treasure X brand elements into equally entertaining licensed consumer product executions.”


Moose Toys exists to make children happy. The team has innovation in their DNA and are famous for the design, development and manufacture of award winning toys that continue to disrupt the market! Moose Toys dominates in categories including collectables, craft, dolls, games and youth electronics and is consistently recognised as the most creative company in the industry.

The family run business disrupted the toy industry with the global phenomenon Shopkins and through these pintsized characters, reinvigorated the way children play. The success of the company extends to the development of content, entertainment and global licensing deals. Moose calls Australia home, has over 400 staff and distributes to over 100 countries.


For more information, contact:

Nancy Fowler | | (416) 322-7300 ext. 2



editors page

Experiments in Brick and Mortar

McDonald’s opened its new flagship location in downtown Chicago this summer. Complete with a mini-arboretum to help earn high LEED certification, 27-foot-tall windows to let in the sun and touch-screen kiosks that allow guests to customize their meals, this is the state of the art in the modern retail or foodservice experience.

Or so I was thinking when my order arrived at my table.  (Yep, no more standing aimlessly at the counter with other bored McDonald’s customers.)

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