MAM
Nick unveils toys of its entertainment brands
MUMBAI: US kids broadcaster Nickelodeon is headed to Toy Fair 2012 with a toy portfolio, based on entertainment brands for preschoolers, kids, and tweens.
Nickelodeon will unveil products for both new and established properties, including ‘Teenage Mutant Ninja Turtles’, ‘Winx Club’, ‘Team Umizoomi’, ‘Dora the Explorer’, ‘SpongeBob SquarePants’ and ‘Victorious’.
Playmates Toys will show a new line of toys inspired by the broadcaster’s new CG-animated ‘Teenage Mutant Ninja Turtles’. Currently in production at the Nickelodeon Animation Studio in Burbank, California, the series is set to premiere later this year. The new series explores the camaraderie of four teenage brothers learning to rely on one another as they unravel the mystery of their existence and train to become heroes in a half shell. Playmates Toys has been the partner responsible for the TMNT toy lines over the last two decades, and this year‘s lineup includes basic, deluxe, and collectible action figures, as well as Ninja gear, playsets, and vehicles.
Another new Nickelodeon property, Winx Club, is an animated modern fantasy adventure series that follows six best friends — Bloom, Stella, Flora, Musa, Tecna and Aisha — enrolled in Alfea College, the finest fairy school in all the realms. Jakks Pacific and its Creative Designs International (CDI) and Disguise Halloween divisions will debut a new line of dolls, playsets, accessories, dress-up, role play items and Halloween costumes based on the series.
Building on the ‘Winx Club’ doll line from Jakks, Creative Designs International has created a beautiful assortment of role-play dresses and fairy wings for girls who want to transform themselves into their favorite Winx Club member.
The Jakks Pacific, CDI and Disguise product lines are scheduled to launch later this year to coincide with the premiere of the brand new CG episodes of ‘Winx Club’ on Nickelodeon.
Nickelodeon and Fisher-Price will introduce new toy lines for ‘Team Umizoomi’ and ‘Dora the Explorer’. This is the first toy line for Team Umizoomi, which will incorporate elements from the show featuring Umi-friends, Geo, Milli, and Bot by infusing their “mighty math powers” into this preschool toy line.
‘Team Umizoomi’ products from Fisher-Price include figures, basic and learning plush, bath toys, and vehicles. Building on the past success of Fisher-Price toys inspired by Dora, new products for 2012 will include a dollhouse, playsets, dolls and role play toys.
‘SpongeBob SquarePants’, who has entertained fans of all ages for more than a decade, is the inspiration for new toys from Fisher-Price‘s Imaginext brand. The new line includes playsets, vehicles, and figures where SpongeBob is featured in the iconic Imaginext look. SpongeBob is also the inspiration for two new building sets from The Lego Group, which debut at Toy Fair.
Finally, Victorious master toy licensee Spin Master will unveil new products for the series. The show is about teenagers navigating life at the performing arts high school Hollywood Arts. The 2012 offerings will expand upon the success of Spin Master‘s first Victorious toy launch in October 2011. The new line will feature fashion dolls, and role play, including a new Tori Singing Doll featuring the song, ‘Best Friend‘s Brother’.
Feature dolls for additional Victorious characters, including Trina (Daniella Monet), Cat (Ariana Grande) and Jade (Elizabeth Gillies) are also included.
Nickelodeon senior VP, global toys and consumer electronics Manuel Torres said, “Nickelodeon‘s presence at Toy Fair 2012 is our strongest toy portfolio ever, and demonstrates our influence with kids of all ages, from preschoolers, to kids, and tweens. Our robust programming line-up has given us a tremendous opportunity to develop exciting toys for both girls and boys, to bring their favorite characters to life through active play.”
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
