Real Deal

Mattel Inc Challenge Accepted Brand CampaignMattel, BBDO San Francisco Team for New Hot Wheels ‘Challenge Accepted’ Campaign

Mattel announced a new Hot Wheels brand campaign, in partnership with BBDO San Francisco, titled “Challenge Accepted.”

The new campaign showcases how the challenges Hot Wheels provides to kids help them to build the skills and confidence they need to take on the world, according to Mattel.To launch the campaign, a 60-second video focuses on a mother and son, and draws parallels between play and reality to convey that life is full of challenges that build resilience and champion the challenger spirit in every kid. It emphasizes how Hot Wheels is more than a source of fun, but also a great way to learn important life skills.

“Hot Wheels has remained a beloved brand for nearly 50 years. Car play is an intuitive play-pattern which has contributed to Hot Wheels’ success as the number-one selling toy in the world,” said Chris Down, Senior Vice President and Global Brand GM, Hot Wheels, “We aim to nurture the ‘Challenger Spirit’ in all kids by encouraging them to try, fail, and repeat to achieve success. Our ‘Challenge Accepted’ campaign does exactly this in an unexpected and exhilarating way.”

The campaign will launch during NBC’s American Ninja Warrior to reach a co-viewing, parent and child, audience and will be supported by multi-year 360-degree marketing efforts that will include television, cinema, social, and digital.

Peanuts Worldwide, Cedar Fair Extend Peanuts Agreement Through 2025

Peanuts Worldwide, a subsidiary controlled by DHX Media Ltd.; the family of Charles M. Schulz; and Cedar Fair,
L.P. have renewed the license agreement to showcase the Peanuts characters, created by Schulz, throughout Cedar Fair’s 11 amusement park locations.

The new agreement extends Cedar Fair’s North American exclusive use of Peanuts in its attractions, entertainment and sports, food and beverage, lodging, and retail operations to 2025. An added five-year option, exercisable at Cedar Fair’s discretion, brings the potential contract extension to 2030.

“On the heels of our recent acquisition of the Peanuts brand, further cementing our relationship with Cedar Fair assures an extensive and continued North American presence in the amusement park arena and guarantees a long-term revenue stream in this category,” says Dana Landry, CEO of DHX Media. “This agreement extension speaks to the enduring appeal of the Peanuts brand, and as a leader in children’s content and brands, we value the opportunity to work with Cedar Fair to reach an all-family audience for Charlie Brown, Snoopy and the rest of the Peanuts gang.”

Epic Rights, Merch by Amazon Sign Agreement

Epic Rights has teamed up teams up with Merch by Amazon to sell Epic Rights artists’ official apparel and cellphone accessories on Amazon.

The initial product launch includes classic and fashion shirts for men, women, and children, featuring graphics from iconic bands KISS, Aerosmith, and John Lennon. Epic Rights anticipates adding additional product categories to the program and building out programs for their complete roster of artists, including AC/DC, David Bowie, Billy Joel, Def Leppard, Celine Dion, ZZ Top, Duran Duran, Wham!, Marc Anthony, Sting, Cypress Hill, Lionel Richie, Lyrics by Lennon & McCartney, Woodstock Festival, and more.

“Amazon not only provides high quality products but also a trusted user experience,” says Epic Rights CEO Dell Furano. “By launching artist merchandise on Amazon, we can offer fans the world over a destination for products associated with their favorite bands, while also insuring a seamless purchasing process and reliability of shipping that customers have come to enjoy with Amazon. It’s a great benefit to everyone involved, and adds another engaging layer to the artist’s brand-fan experience.”

eOne Announces New PJ Masks Broadcast, Toy Partners in Mexico

Entertainment One (eOne) announced free-to-air broadcaster Televisa will begin airing season one of the preschool superhero show, PJ Masks, in Mexico from October. Televisa will broadcast the show in addition to co-production partner Disney Junior, where the show airs daily across the LATAM region.

Bandai México is the distributor for Just Play’s master global toy line in Mexico. The initial toy range launched exclusively in the market via Liverpool stores on August 26, 2017. Joining Bandai, a licensees will produce PJ Masks merchandise across key categories in the country including publishing partner Penguin Random House, Topps Latin America (sticker books), Grupo Bestway (activity books), and Grezon (seasonal product). The core toy program is further supported this fall with the addition of apparel licensees Creaciones Guz and E-Fashion, Fotorama with games, and Operadora Ruz for dress-up. Productos Infatiles Animados debuts the brand’s first homewares line in January 2018. Ride-on toys from Bicileyca and Flying Wheels, games from Novelty Corp, back to school from Operadora Ruz, and underwear from Emporio Juvenil to follow for spring/summer 2018.

Learning Resources Teams with TLC’s OutDaughtered Family for New Marketing Campaign

Learning Resources is launching a marketing campaign headlined by the new slogan, “Learning is Where We Play.” The campaign includes elements such as a 30-second TV spot, robust digital advertising, and a partnership with the Busby family from TLC’s OutDaughtered. There is also a dedicated page on Learning Resources’ website where parents can find tools, tips, and toys.

“Parents are taking the responsibility of educating their children more seriously than ever,” said Learning Resources CMO, Marie LaPlante. “We feel a responsibility to go beyond making the best educational toys by showing parents how to create moments of learning through play every day.”

As the parents of the only all-female quintuplets in the country, Danielle and Adam Busby are best known for their appearance on TLC’s reality series, OutDaughtered, where they demonstrate balancing their daily lives while teaching their children through play from a young age.

“We hear from our viewers all the time how important it is for them to foster their children’s education,” said Danielle Busby, mother of six and star of OutDaughtered. “Our children love Learning Resources toys, and I love watching them have ‘aha’ moments and develop a love for learning.”

For more information and resources on the campaign, including the Busby family’s tips for learning through play every day, and a “Music to Learn To” Spotify playlist designed to accompany playtime, visit