Retail Merchandiser - September/October 2016 - Global Sensation - M15


SHOPKINS

AGlobal

Sensation
The Licensing Shop and Bulldog Licensing play it smart with Shopkins to ensure
the collectible toy brand continues to be a sensation. BY JANICE HOPPE

S

hopkins fans' excitement rises
with each crinkle of the blind

bag until they have finally ripped
it open to reveal a common, lim-

ited-edition or ultra-rare character. "The

fan base loves doing the unboxing ceremonies on YouTube and social media," The
Licensing Shop President Steve Fowler

says. "It's kids talking to other kids through
these sites, not suits creating a marketing

want to collect them all. "The two-packs are in
blind packaging, so you don't know what you are
getting," Fowler says. "Moose Toys has created
characters that are common, limited edition and
ultra-rare. When you open it up and get No. 149,
you are shrieking in delight and the fans want
to capture that moment on camera because they
Dianne Bellchambers,
don't want to miss replaying that excitement."
head of licensing for
As soon as Fowler saw Shopkins in Moose
Moose Toys
www.shopkinsworld.com
Toys' showroom three years ago, he says he
Melbourne, Victoria,
instantly got it. "It's fun, quirky, magical and I
Australia
thought, 'We can really do something with this.'
There's so much cleverness about the brand and it's cute,
fun and colorful. Moose is a great company to work with
because they are strategic, full of surprises and definitely
push the creative boundaries."

program. It's truly organic growth."

Developed by Australian-based Moose Toys, Shopkins are grocery store-themed collectible characters that
children collect, share and trade. Each rubber character has
its own unique name and face, turning everyday items into
cute and colorful figurines. "It's a brand that translates so
well and is built around pocket money," Fowler explains.
"Fans can buy a two-pack for $2.99, so it's not a huge
commitment. Kids and their parents buy a lot of two packs
because they want to complete their collection."
Shopkins launched Season 1 in summer 2014 and every
six months since then has debuted a new season. Season
6 will hit stores in October along with the release of a
first-ever DVD. A second DVD is scheduled for September 2017. Each season has at least 140 characters and fans
September/October 2016

RETAIL-MERCHANDISER.COM

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Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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