aNb Media News, March 23, 2010

Campbell Associates Continues with ASPCA

Campbell Associates announced that it has renewed its contract as the licensing agent for the American Society for the Prevention of Cruelty to Animals (ASPCA). Since the licensing
program began in 2006, it has grown to 16 licensees in several pet care categories. Current products include pet travel and safety, toys, grooming, tools, crates, and containment and a
pet/parent jewelry line.

PBS Kids Signs Happy Kid Toy Group

PBS Kids has signed Happy Kid Toy Group, Ltd. as its master toy licensee to launch a new educational line to help preschoolers learn and grow through play.

The toys are slated to debut in 2011 and are expected to be sold by a range of retailers including toy specialty, catalog, internet, and department store as well as all major mass retailers. PBS will invest the revenue earned from the project into the creation of the next generation of educational content for children.

Supergirl by Nastia Launches for Back to School

Warner Bros. Consumer Products (WBCP) has partnered with five-time Olympic medalist Nastia Liukin to create Supergirl by Nastia, a lifestyle merchandise line. It will feature trendright, affordable apparel that encourages a message of empowerment, creativity, strength, intelligence and independence. Created for today’s 8-12-year-old girls, it will be available exclusively at JCPenney-in stores and on July 20.

The line will retail from $20-$38 and will include active fleece, dresses and tunics, knit pants, signature Supergirl tees, dancewear, fashion leggings, shrug tops, and more.

Nastia Liukin is an Olympic all-around champion and one of the most decorated American gymnasts in the history of the sport.

K’NEX Signed as Roary Licensee

Chapman Entertainment and HIT Entertainment have entered into a licensing deal with K’NEX Brands granting the company the rights to manufacture and market a full line of construction toys based on Roary the Racing Car. Under the terms of the deal, K’NEX will produce Roary building sets, including buildable figures and buildable vehicles. These sets will be available at all leading mass retailers in the U.S. and Canada for fall 2011.

This follows on the heels of the news that a full line of Roary the Racing Car toys will be available
exclusively at Toys “R” Us stores in fall 2010 from U.S. master toy partner, Bandai America.

Narrated in the U.S. by Indy and NASCAR racer, Sam Hornish Jr., Roary the Racing Car was
launched exclusively in the U.S. on the 24-hour preschool TV channel Sprout in fall 2008.

How to Train Your Dragon Launches with Walmart

DreamWorks Animation SKG, Inc., and Walmart unveiled an exclusive, first-of-its-kind program tied to the March 26 release of the studio’s feature film, How to Train Your Dragon. Just before the film hits theaters later this week, Walmart and DreamWorks created a retail-tainment
experience for customers featuring a giant How to Train Your Dragon designated area in stores, complete with a Viking ship and more than 100 How to Train Your Dragon items for purchase.

Walmart and DreamWorks are also sharing the experience with New York City, docking a 40-foot Viking Ship in the center of Times Square with a two-day event for movie fans that took
place yesterday and today, including a special appearance by America Ferrera (Ugly Betty), who voices the role of girl Viking Astrid in How to Train Your Dragon.

Walmart serves as the exclusive retailer for this film and worked with a number of licensees to develop the product lines. Kraft, Kellogg, Pepsi, and Spin Master among others are licensees for the film.

“It’s a quality movie and the passion of the story connects with our customers,” Gary Severson, senior vice-president of entertainment, Walmart U.S., told aNb Media. “Toys are key to our customers. We developed this line with Spin Master from the ground up. They are creative and entrepreneurial, and would take the risk.”

The product line from the various licensees includes toys such as foam swords and helmets, apparel, skateboards, hooded towels, sunglasses and snacks, all available among the life-like character stands of Viking- and dragon-themed fixtures, as well as Walmart’s actual Viking Ship displays
holding the products.

“We focused on innovation and attention to detail,” says Harold Chizick, vice-president of global communications and promotions for Spin Master. He explains that each of the figures in the line does something different, which the fans of the property will appreciate.

Also for the first time, Walmart has developed a How to Train Your Dragon activity book that will be found in Happy Meals at 1,000 McDonald’s locations in Walmart stores.

Walmart will begin actively advertising and marketing How to Train Your Dragon with broadcast, print and in-cinema spots as well as digital activities in the coming days. Moviegoers will see 30-second in-cinema commercials running on more than 13,000 screens in 4,600 theaters. Online, fans of the movie can create their own Viking name or watch the dragon’s fire burn a message on screen through Walmart’s digital ads. Walmart’s How to Train Your Dragon website, which will feature a Dragon-themed map game, is expected to go live on April 1.