Foreign Is Fresh for Kids' Licenses

It’s not just Japanese pop culture that has caught on with American kids; some of today’s most popular TV shows for preschoolers come from Britain.

Japanese cartoons, British preschool shows and even books from other countries translate into popular American toys. The foreign licensed toy market includes such classic properties as “Thomas and Friends” and newer players such as “Ben 10.” Whether it’s the lure of something new and different or what’s popular on television at the moment, foreign licensed products are hot commodities in the toy industry.

One of the reasons for their popularity is that kids in America are already familiar with hot foreign properties from surfing the Internet, explained Daniel Marks, managing director of VIZ Media B.V. VIZ, a manga and animation licensing and publishing company, has joined with Bandai America Inc. for video games and trading card games for its new hit series, “Shonen Jump's Naruto.” The animated series will launch on Cartoon Network this fall and may be as popular (fingers crossed) as the older shows “Power Rangers” and “Gundam.”

“For the older children at least, Japan has become an arbiter of what’s cool and new,” said Michael Riley, vice president of marketing for Bandai.

However, for Wal-Mart in Bluffton, Ind., toy department manager Ira Lautzenheiser said the toys based on Japanese shows “don’t seem to move” in his store.

In July, Bandai will launch numerous toys based on the show “Ben 10,” which debuted in January on Cartoon Network. Products will include action figures that can manually transform into working spy gear and collectible 1" miniatures that come encased in a ball that dissolves in water.

Bandai will also work with Warner Brothers to make products for preschoolers based on the television show “Firehouse Tales” that targets 2- to 5-year-olds. It’s the story of three junior fire trucks and their friends.

With the numerous successful foreign licensed properties in the market right now, the variety is overwhelming, Marks said. “Card games are very hot right now, as well as action figures. Action figures are always successful if the story warrants the character-based figures,” he said, adding, “we are confident that ‘MÄR’ (a new show set to air this July) will be successful in these areas; the storyline is perfect for a successful card game, collectible cards with toys and other items.”

It’s not just Japanese pop culture that has caught on with American kids; some of today’s most popular TV shows for preschoolers come from Britain. From “Bob the Builder” to “Thomas and Friends,” shows that American children are growing up with reach across “the pond.”

One such new show on the horizon is “Underground Ernie,” a series based on the London subway system. While the show’s characters are intended for toys, a representative for the U.S. market hasn’t been found yet, according Jane Garner, spokeswoman for Joella Productions Ltd. of England.

For Hit Entertainment PLC, the British owner of "Bob the Builder," that meant $68 million in sales of toys, games and other licensed products in the six-month period ending January 2005, according to the latest available data.

JAKKS Pacific Inc. is also banking on English preschool properties. It has a worldwide licensing agreement with HIT Entertainment to market and distribute its new TeleStory interactive books based on HIT's popular “Thomas & Friends,” “Barney & Friends,” “The Wiggles” and “Bob the Builder” shows.

The TeleStory system is a book-shaped interactive reading tool that plugs directly into the A/V jacks of standard televisions. Individual "mini-book" cartridges based on popular children's books are inserted into the TeleStory system.

When it comes to retail in this arena, Marks suggests that they should be looking for products that are distinguished from the norm in the market — those that have play value that encourages a child’s imagination. Beyond that, it’s anybody’s guess what foreign licenses will be next to win the hearts of American children.

The following is more information on licensed toys bred from foreign entertainment properties.