Fifteen years in the past, toy trade veterans Charlie Emby and Geoffrey Greenberg opened Just Play Products. Locking in licensing offers with main gamers like Disney, Simply Play scored early hits with toys impressed by Doc McStuffins and Mickey Mouse, laying the groundwork for a sturdy enterprise constructed by means of licensing partnerships. PJ Masks and Sesame Avenue adopted alongside offers to supply category-specific toys for Sizzling Wheels, Peppa Pig, CoComelon, and plenty of extra.
Now, as one of many high 10 toy firms within the U.S., per Circana, Simply Play is trying towards the long run, rolling into Licensing Expo with a full slate of recent licenses from companions together with Common, Hasbro, Dr. Seuss, and The LEGO Group.
“The subsequent two years shall be an thrilling time for Simply Play. We are going to proceed to construct upon our success in classes resembling Preschool, Plush, and Collectibles the place we’ll construct upon profitable manufacturers resembling Lilo and Sew, Disney Junior, and Simple-Bake,” says Jess Richardson, Senior Vice President of World Licensing & New Enterprise Growth. “As well as, we’re increasing our attain within the video games aisle and with new audiences with the addition of the LEGO and Shrek licenses to our portfolio throughout a number of product classes.”
And that’s not all — Simply Play is poised to make new toys impressed by the YouTube hit Danny Go!, Illumination’s Minions 3, and Hasbro’s iconic Playskool model.
FINDING THE RIGHT LICENSE
“Whether or not it’s an evergreen property like Sesame Street, nostalgic icons like Hasbro’s Simple-Bake or Skip It, or international leisure manufacturers like Disney Sew or Jurassic World, we search for manufacturers which can be related with emotional connections and established audiences,” Richardson says. “In a really fragmented leisure panorama, it’s crucial that the model has the power to interrupt by means of the litter with a multi-channel distribution technique. We’re additionally in search of play patterns that align with the wants and pursuits of at present’s client.”
As the corporate expands its portfolio, adapting its artistic strategy for various age teams has been important. “It begins with realizing your viewers and understanding the DNA of every particular person model,” Richardson explains. “For preschoolers and younger kids, we lean in on ‘present to shelf’ toys which signifies that children can play out the tales they see on display screen with the toys we provide — and developmental play. For older children, and ‘kidults,’ we intention to ship a component of shock and delight — whether or not by means of innovation or the eye to element and to faucet into the emotional connection our viewers has with the model or character.”
The upcoming Lilo & Sew film line is a standout instance of that technique. “Our line, highlighted by our Many Moods Sew function plush, completely captures the large persona of Sew, which has been a key driver of the relatability and fandom of the model. We tailor every line to attach with followers wherever they’re of their play journey,” Richardson says.
NEW COLLABORATIONS
The enlargement into LEGO plush and role-play objects introduced a brand new sort of problem and alternative. “Partnering with some of the iconic manufacturers on the planet is a privilege, and we’re excited to introduce new and progressive methods for folks to additional have interaction with the LEGO model,” Richardson says. “At its core, LEGO is about growing the builders of tomorrow, and has finished so by means of creativeness, creativity, and play for generations. Our purpose is to increase LEGO past the bricks, providing extra play experiences by means of plush and dynamic role-play objects whereas nonetheless holding true to what makes them timeless.”
On the planet of Shrek, the famed character is getting the toy remedy in new methods. “As he says within the movie, ogres have layers — and Shrek actually does have layers,” Richardson says. “He’s humorous, witty, somewhat bit gross, but additionally has an enormous coronary heart and is the final word anti-hero, which is precisely what makes him such a fan favourite. Sure, there’ll nonetheless be some delightfully disgusting potty humor, as a result of what’s Shrek with out a few of that?”
Retailers can anticipate merchandise aimed toward everybody from tweens to nostalgic adults, together with plush, collectibles, and family-friendly video games.
“Shrek continues to deliver laughter and pleasure to followers of all ages, constructing a wildly passionate following throughout generations,” provides Rafael Macias, World CPG Industrial Officer, Common Merchandise & Experiences. “We’ve labored carefully with Simply Play to create playful, imaginative merchandise that honor its legacy, inviting everybody to reconnect and fall in love with these particular characters once more.”
With Minions 3 on the horizon, Simply Play is dialing up the enjoyable issue as soon as once more. “The Minions/Despicable Me franchise is a worldwide phenomenon with six movies and over $5 billion on the field workplace,” Richardson notes. “The vitality and humor of Minions make them distinctive, and we’re working carefully with Common to seize their signature mischief in recent methods, that followers of all ages will love.” As for banana-scented surprises? “We’re not spilling our bananas simply but, so that you’ll simply have to attend and see.”
The corporate’s revival of Hasbro’s traditional Playskool and Simple-Bake manufacturers guarantees to mix heritage with fashionable innovation. “Playskool has been a trusted title for generations,” Richardson explains. “Our strategy is a contemporary tackle a beloved model, combining timeless high quality and core developmental play patterns with a recent design, geared in the direction of how at present’s mother and father and gift-givers construct the playroom for every youngster.”
The staff at Hasbro has confidence that Simply Play will construct on earlier shared successes. “Simply Play is a good accomplice for Hasbro, and we are able to’t wait to see what they do with the Playskool model,” says Hasbro CEO Chris Cocks. “Have a look at what they’ve finished with FurReal and this yr’s Coco the Tumbling Panda. Simply wait.”
On Simple-Bake: “With an up to date design and new options, we’re modernizing the enduring oven, whereas staying true to the magic that has made it a cultural favourite for generations,” Richardson explains. “Plus, we’re increasing the meals exercise play inside Simple-Bake, that everybody must preserve a watch out for this summer season.”
Richardson says the design staff emphasizes screen-free, high-energy play for digital-first hits like Danny Go! “Every toy is designed to get children up and transferring, mirroring the high-energy of the YouTube content material with lights, sounds, and interactive options. Now we have built-in a number of ranges and modes to get your complete household leaping, working, dancing, and fascinating in high-energy play collectively.”
A PLAYFUL FUTURE
Whereas the corporate has been recognized for its preschool toys, grownup followers and collectors are firmly positioned on Simply Play’s radar. “The kidult phase completely continues to develop. We’ve seen that in Disney Doorables for a very long time and are seeing it once more with manufacturers like Sew,” Richardson says. “We take pleasure in a broad fanbase that provides us suggestions, and might be very candid at instances, about what they like and don’t like. Our followers are our largest asset on the subject of figuring out traits, from nostalgic favorites to the rising demand for horror-inspired strains. We’re listening carefully, and followers may simply see some spooky surprises creeping into our lineup later this yr.”
Retailer wants and accomplice collaborations stay core to Simply Play’s product growth course of. “We work carefully with all companions to grasp what they’re seeing, from rising traits to class gaps, to particular value factors, and use these insights to assist form our product strains. This helps guarantee we ship merchandise that greatest assist meet the wants of the buyer.
What’s subsequent? Simply Play is hitting the ground at Licensing Expo all week, and the IP behind the following sizzling toy may very well be only a handshake away. Possibly it’s yours.
Keep on the Pulse of Play!
A model of this function first appeared in The Toy Ebook‘s Licensing & Leisure (+Child!) Situation. Click here to read the full issue!
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