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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.”
MAM
Hyphen launches sunscreen campaign featuring Kriti Sanon as SPF Police
Campaign drives SPF habit; Blinkit tie-up enables instant sunscreen delivery.
MUMBAI: No SPF, no mercy Kriti Sanon is out patrolling your skincare routine. Hyphen has rolled out a new campaign film starring its Co-Founder and Chief Customer Officer Kriti Sanon, who steps into a playful alter ego as the brand’s “SPF Police”, turning sunscreen reminders into a full-blown public service announcement with a wink. The campaign kicked off with a cheeky social media tease suggesting Sanon had “stepped down” from her role, sparking chatter online before the brand revealed the twist: she hasn’t gone anywhere, she has simply taken on an additional avatar, one dedicated to ensuring people do not skip sunscreen.
The film leans into humour to drive home a serious point. In a slice-of-life setting, Sanon intercepts a gym-goer about to step out without sunscreen, promptly handing over Hyphen’s ‘All I Need Sunscreen’, which arrives instantly via Blinkit. The message is clear: forgetting SPF is no longer a valid excuse when it can be delivered in minutes.
Beyond the laughs, the campaign taps into a well-known gap in everyday skincare habits. Sunscreen, despite being one of the most recommended steps, is often the most ignored. By gamifying the reminder through an “SPF Police” persona, Hyphen aims to turn a routine into a reflex.
The multi-stage rollout from intrigue-led teasers to the final film has been designed to spark conversation while embedding the brand into daily behaviour. It also spotlights Hyphen’s quick commerce partnership with Blinkit, positioning accessibility as a key enabler of consistency.
Sanon, who remains closely involved in product development and brand strategy, noted that the idea stemmed from a simple insight: skincare works best when it is easy, habitual and hard to ignore. The campaign reflects that philosophy equal parts science, storytelling and a nudge you cannot quite escape.
The film is now live across Hyphen and Blinkit’s digital platforms, with further activations expected to extend the campaign’s reach and perhaps keep the SPF Police on duty a little longer.
