Beloved properties of the '80s resurface to a new generation - Toys - Brief Article

DSN Retailing Today, June 24, 2002 by Molly Prior

Today's preschoolers are getting quite acquainted with characters and entertainment properties beloved by their parents during their own pint-size years. A host of savvy licensors have relaunched yesterday's winners-with a contemporary twist, of course-banking on the simple fact that moms and dads will be all too eager to share them with their youngsters.

Parents and their contemporaries may have enjoyed seeing the PG-13 "Spider-Man" film on the silver screen, but the preschool set most likely had to sit that one out. Moreover, chances are they'll remain blissfully unaware of the animated series set to debut on MTV this winter. But not to worry, Marvel Enterprises has ensured children will get to know this superhero in other ways.

Fox Kids and Saban Entertainment have extended kids a secure handshake with Spider-Man by relaunching the superhero's animated series, after a brief hiatus from the network. The next wave of introductions will come this August, when master toy licensee Toy Biz, a division of Marvel, begins shipping Spider-Man toys designed specifically for preschoolers.

Toy Biz has been developing Spider-Man product for just about a decade, and through testing has always known the property translates to the very young, said Kathryn Maciel, vp of marketing for Toy Biz. The Spider-Man & Friends preschool brand consists of two distinct lines: Spider-Man & Friends Action Heroes and Spider-Man & Friends Pre-School Toys. The oversized 6-inch action figures, appropriate for children 3 years and older, are specially designed for little hands and are built with big feet to make them easy to stand. Come fall, Toy Biz will add a toned-down Incredible Hulk and Captain America to the cast of characters. In an effort to win over young female fans, Spider-Girl will debut in spring 2003.

Toy Biz is aiming to make learning fun with its Spider-Man educational toys targeted to children 18 months and older. Toys, such as Spider-Man Motorized Shape Sorting Truck and Teach and Learn Clock, marry the appeal of the classic character with basic learning techniques.

Marvel has big plans for the preschool line. Much of Marvel's business at the 2002 licensing show in New York City this month centered around extending Spider-Man & Friends into other categories, such as apparel.

Care Bears, an entertainment property that delighted young girls in the '80s, emerged from hibernation in 2002. This time, Care Bears is targeting a multitude of age groups, including infants and toddlers. American Greetings has updated the look of the characters with a more vibrant color palette.

Licensing agent Joester Loria Group has signed several licensees, including Baby Boom for room decor, diaper bags and bibs; Gerber Childrenswear for newborn infant clothing; and Franco Manufacturing for juvenile bedding. American Greetings and Joester Loria Group are looking to expand the licensing program--currently 20-licensees deep--with partners in early learning toys, board games and interactive entertainment categories. "Mom's desire to share this property with their children is really high," said Debra Joester of Joester Loria. The relaunch marks the first time since its 15-year hiatus that the brand will be at mass, said Joester. Toys, set to roll out in August, will get the program off and running.

American Greetings, in partnership with DIC Entertainment, is gearing up to bring back yet another classic girls property from the '80s next spring. Almost 20 years after its initial retail launch, Strawberry Shortcake will reintroduce herself with a fresh, new look. The launch includes direct-to-video/DVD movies and a comprehensive licensing and merchandise program.

"Strawberry Shortcake was built on themes parents can feel good about, from friendship and adventure to taking pleasure in the simple things in life," said Brad Brooks, president of DIC Entertainment.

The licensing program will revolve around Strawberry Shortcake and her pals-such as her sister Apple Dumpling; her friends Huckleberry, Ginger Snap, Orange Blossom and Angel Cake; and her pets Honey Pony, Custard and Pupcake. Master Toy licensee Bandai America, master apparel licensee Children's Apparel Network and master publishing partner Penguin Putnam will tailor their Strawberry Shortcake wares to young girls aged 3 to 8.

The return of familiar faces this year seems to bode well with both parents and retailers. "Since September, people want warm, frizzy and familiar," said Diane Stone, general manager of the Global Licensing Group for Advanstar Communications.