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NEWS
TOTAL LICENSING
TOY FAIR VIRTUALLY SOLD OUT
With less than 10% of space now available, Toy Fair 2009 in the UK is virtually sold out. The 56th annual toy industry
showcase will be taking place from 28th to 31st January next year at London’s ExCeL.
A range of exhibitors are already confirmed for the Toy Fair from large brands to small innovative start up com-
panies all of which will be using the fair in 2009 as their showcase to launch thousands of new products.
One notable change to next year’s show, organised by The British Toy and Hobby Association (BTHA), is the
consolidation of the layout from two halls to one. Simon Pilling, Toy Fair Event Manager said, “I am really ex-
cited to join the BTHA at this time. Moving the show into one hall should help to bring buzz to the fair and
I am looking forward to working with exhibitors to create a fantastic Toy Fair in 2009.”
The increasingly popular Greenhouse area, dedicated to smaller exhibitors looking to introduce new products
to the market, will once again be located with the press office, but with the changes to the layout this will now
be situated in the centre of the hall.
Toy Fair registration opened on 1st September. Visitors can register at www.toyfair.co.uk. Entry is free, as long as
registered prior to coming on site. All visitors will be sent a fair planner with all the information needed to make Toy
Fair a successful visit.
THE POWER OF A SUCCESSFUL PROMOTION!
Proving the power of a successful promotion, Electronic Arts in the UK recently undertook a promotion where they
gave away nearly $40,000 in fuel at a gas station in North London to promote Mercenaries 2: World in Flames game. As
part of the stunt, they took control of the gas station and lured customers with the promise of $75 worth of free fuel.
The promotion resulted in gridlock with roads in the area clogged as rush-hour traffic was held up by drivers looking
to fill up their tanks for free.
Players of the game Mercenaries 2: World in Flames take on the role of a mercenary in Venezuela following a military
coup in which petrol has become currency. EA decked out the Last Stop garage in military camouflage material and
parked an army jeep on the forecourt. Assistants dressed as soldiers carried mock machine guns as they doled out
petrol to the customers. The scheme, which started at around 6.30am, caused traffic chaos as the rush-hour developed.
Queues of more than 40 cars snaked from the garage as more and more people arrived for their free fuel. Motorists
who had become snarled up in the congestion, beeped their horns in frustration as they made their way past the queu-
ing traffic at a snail’s pace.
MYO & GA AT CARTOON FORUM
Imira Entertainment, Spain’s leading production and distribution company specialising in youth programming, introduced
Myo & Ga at Cartoon Forum this year. The 3D animated series, aimed at ages six and upwards, is a co-production with
Korea’s Vooz Character Systems and Tooniverse, Korea’s leading animation channel.
Set in the animal kingdom, the 78x7’ series is a fast-paced action adventure with comedy and martial arts.
Myo & Ga are the heroes whose quest is to track down the mysterious Dragon Pearl of Wong and save the
natural world from destruction. The trouble is, Myo’s a rabbit, Ga is a turtle, their best friend is a chicken,
and they have no idea where to start!
Myo & Ga has a distinctive 3D animated visual style combining Matrix-style fight sequences, Manga-inspired
animation and video game sound effects.
The deal extends Imira’s collaboration with Korean companies; in addition to a number of sales to
broadcasters in the region, it currently distributes several Korean-produced series such as the Iconix-
produced Pororo in Spain.
Commenting on the property, Sergi Reitg, Managing Director at Imira Entertainment said, “With its
combination of humour, an innovative visual style and the heart-warming characters of Myo & Ga, we
believe this show has all the right ingredients to be a hit. With our partners Vooz and Tooniverse, we are
extremely excited about presenting this project at Cartoon Forum where we will be seeking European
broadcast partners.”
GAMING LICENSES FOR CLC
Creative Licensing Corportion in Los Angeles report that Terminator has been granted for online slot machines to
PartyGaming. In addition, the property has been granted to IGT/Barcrest for location based gaming machines. CLC
have also licensed Rambo for online slot machines to PartyGaming and Bill and Ted’s Excellent Adventure has been
licensed for online slot machines to MicroGaming. Beyond gaming, CLC have been active in the UK with Terminator
and Bill and Ted’s. They have both been licensed to GB Eye for posters and Bravado for T-shirts. Finally, 2009 will be the
25th anniversary of the initial release of Terminator and CLC plan to celebrate it with new DVD releases, a conven-
tion, and more new products. The company is also now representing T2:Judgment Day and will be soon announce new
international T2 licenses.
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