Lights! Camera! Toys!

"Licensing Show is different from other trade shows in that it's not a product show—it's a concept show," says Diane Stone, group show director for Advanstar Communications, organizers of the annual trade show, held in New York this month. "The owners of rights are licensing the utilization of those rights to licensees—it's almost like a preview of next year's Toy Fair."

Of course, many licensors are owners of TV and movie properties, a market that seems to be expanding—especially with well-established characters. Charles Riotto, president of LIMA (Licensing Industry Merchandiser's Association), says "A lot of upcoming movie properties are sequel-oriented or based on existing properties. There's a conscious decision made by studios to go with an established audience base." He also sees an expansion in the population of corporate brand licensing, "the growth of licensing as a global business."

Stone can support that observation, explaining that attendance at Licensing Show "steadily increases year after year, and this year we have (added) an additional hall because we needed more room."

This month, PLAYTHINGS takes a look at some of the major movie and TV properties that are soon coming our way.

This long-awaited live-action feature film, based on the popular comic book from Marvel Comics, swings into theaters on May 3, 2002. Spider-Man is being released by Sony Pictures Entertainment's Columbia Pictures/Marvel Entertainment, is directed by Sam Raimi (A Simple Plan), and stars Tobey McGuire as Spider-Man/Peter Parker, Kirsten Dunst as Mary-Jane Watson and Willem Dafoe as The Green Goblin. The film tells the story of Peter Parker, an ordinary teenager who, after getting bitten by a radioactive spider, gains amazing super-powers. Putting his newfound abilities to good use, Parker suits up for action as Spider-Man and confronts the Green Goblin, a frighteningly dangerous villain terrorizing the skies of New York City.

Al Ovadia, executive vice president of Sony Pictures Consumer Products explains: "Spider-Man has a cross-generational appeal. Because (the property) has spanned so many years…kids who have seen the animated series, the avid comic readers and adults who were fans in our teens…there's a broad spectrum of interest."

There will be a clearly defined distinction between classic (comic book) Spider-Man and what's planned for the movie, Ovadia says. Those differences will be "subtle, and clearly differentiated at retail. Our challenge was to lift the character from the printed page to movie hero status." He adds, "The response (from licensees) has been pretty sensational."

Spider-Man Merchandising L.P., meanwhile, has announced licensee agreements in a wide variety of categories, from apparel and accessories to gifts and novelty to sporting goods and confections. Toy Biz, a division of Marvel Enterprises, holds the master toy license and is sure to produce a line of action figures, dolls and collectibles. Halloween costumes and accessories are lined up from Disguise Inc., while Manley Toy Quest promises plush, bean bag toys and motion-activated gloves, among other things. On the card front, Wizards of the Coast has signed up to produce collectible card games, while Topps handles trading cards and action flats.

The bulk of the toy product will be in stores in February/March 2002, with most of the Toy Biz licensed product arriving six to seven weeks before the film's release date. Spidey fans can also keep their eyes peeled for the full movie trailer, which hits theaters in November and, as always, several series of comic book adventures continue on a monthly basis.

In 1999 a tiny mouse made a big splash at the box office when Stuart Little raked in over $300 million in worldwide box office receipts and earned an Oscar nomination for best visual effects. "Nobody expected much, but it was a huge hit," says Ovadia. But this year expectations are running a little bit higher, as Sony Pictures prepares Stuart Little 2 for summer 2002, release.

All of the original cast members are returning for the sequel (including Geena Davis, Jonathan Lipnicki and Michael J. Fox as the voice of Stuart), which chronicles the further adventures of the mouse and his adoptive family. Romance could be in the air as well, when Stuart befriends a bird named Margalo (voiced by actress Melanie Griffith), another character by Stuart Little author E.B. White. The film is currently in production, shooting on location in New York City, with Rob Minkoff at the director's helm.

Sony Pictures Consumer Products has announced Hasbro Inc. as Stuart Little 2's master toy, game and puzzle licensee, with Activision secured for worldwide rights to develop and publish video game software for Nintendo's Game Boy Color and Game Boy Advance. Hasbro's line is set to include plush, figures, vehicles, hand-held games, board games and puzzles.

This July 27 offering from Twentieth Century Fox is not a sequel to the hit films of the '60s and '70s—nor is it an official remake. Labeled a "re-imagining" by director Tim Burton, this new Apes adventure, based on the classic Pierre Boulle novel, is the story of an astronaut named Leo Davidson (played by Mark Wahlberg), who crash lands on a hostile planet inhabited by a fierce race of talking primates. Finding that humans are enslaved and oppressed, Leo acts as the catalyst for rebellion, turning human against ape—and ape against ape.

The original Planet of the Apes franchise was a huge success. Model kits, dolls, playsets, costumes, trading cards and coloring books were among tons of items treasured by now-30-somethings around the world. Fox is hoping to appeal to that audience, along with a new generation of Apes fans who haven't been exposed to the classic series.

In that regard, Hasbro will produce a full line of 6-inch action figures and several collectible 12-inch figures, and Dark Horse Comics will target collectors with high-end figures and comic books, including an original mini-series (Planet of the Apes: The Human War) and a full-length movie adaptation. Topps will introduce a 90-card set, which will include autographed and "Movie Memorabilia" cards. Those cards will include actual costume materials and swatches of fabric provided by Fox Studios costume department and used in the fabrication of the actors' wardrobes. Charlton Heston and Linda Harrison (both of the original Apes film), Tim Burton, Tim Roth, and Helena Bonham-Carter have all "signed" on to participate in the autographed card subset.

Due in theaters next summer, Men in Black 2 is the sequel to one of the most successful films in Columbia history, and although a master toy licensee hasn't been announced yet, there's a great deal of interest in the property.

"Men in Black was not heavily licensed the first time out, and despite the animated series, there wasn't an extensive licensing program built around the franchise," explains Ovadia. "But the TV series was broadcast in 150 countries and the property has global awareness. From that standpoint, it's enormous—and there's lots of anticipation for the sequel."

While the same director (Barry Sonnenfeld) and leads Will Smith (Agent J) and Tommy Lee Jones (Agent K) have signed on, moviegoers can expect MIB2 to reach new levels of comedy and adventure. "All the aliens used in the first movie have hugely expanded roles," Ovadia says, telling PLAYTHINGS that market research showed that "while audiences loved the hipness and coolness of the (humans), they really loved the aliens." That allowed the creators to give the creatures more screen time in the sequel.

Ovadia's team has been talking to toy companies about the film's tools and gadgetry, which would enable kids to role-play and step into the shoes of the mysterious agents. And with a brand new animated series in development, Ovadia explains that licensee agreements will be packaged together (movie and TV inclusive), "enabling the licensee to grow with the property. We're working closely with our partners to bring them into the development process for the series…opening the door to let them get involved."

There's no such thing as extinct—not as far as the dinosaurs of Jurassic Park are concerned.

On July 18, audiences will once again return to the infamous island home of the DNA-cloned reptiles, when Jurassic Park III rampages into theaters nationwide. The story concerns the events surrounding the return of Dr. Alan Grant (Sam Neill, reprising his role from the first film) to the island, and what happens when he and his party of adventurers crash land in the heart of terror, desperately trying to escape with their lives.

Universal Pictures and Amblin Entertainment are joining forces to produce this installment of the successful franchise, with Joe Johnston (Jumanjii) directing and special effects provided by Industrial Light & Magic and Stan Winston.

Licensed products will be available from Hasbro, and the company will offer toys and games in several categories, including action figures, vehicles, playsets, plush and electronic games. Tiger Electronics is licensed to produce the Dino-Dex, a Jurassic Park III-themed electronic encyclopedia/personal organizer. LEGO will launch JPIII versions of its award-winning Steven Spielberg Movie Maker playsets, and new titles will be designed for gamers of all ages in Sony's PlayStation2, Microsoft's XBox, PC and Nintendo's Game Boy Advance platforms.

Walt Disney Pictures presents this computer-generated feature from Pixar Animation Studios (Toy Story 2). Scheduled for a November release, Monsters, Inc. is about the creatures who live under the bed, or in the dark shadows of a child's closet. But this film isn't a frightfest. The monsters, as voiced by Billy Crystal and John Goodman, are a wisecracking pair of buddies, and comedy is sure to ensue when monsters Mike and Sully accidentally let a human child into their secret realm.

Hasbro has been named as the master toy licensee, with Spin Master holding the master specialty license. Look for a variety of action figures, games, and plush from both companies. Additionally, Thinkway Toys is producing Interactive Sully and Boo, and Interactive Sully and Mike later this year.

Plot details are scarce, but what's known is this: the long awaited Episode 2 will continue the story of Anakin Skywalker's training as a Jedi Knight, his budding romance with Princess Amidala and his first steps toward the Dark Side of the Force. Entirely shot with digital technology, which replaces traditional celluloid, this chapter of the epic space fantasy stars Hayden Christensen as the ill-fated Anakin, with Natalie Portman and Ewen McGregor returning as Amidala and Obi Wan Kenobi, respectively.

Although it's too soon to tell what Episode 2 toys are on the horizon, Hasbro, Star Wars' master toy licensee, is releasing a number of basic 3 ¾-inch action figures this year, based on characters from the first four films. Included are Shmi Skywalker, Obi-Wan Kenobi in Jedi Training Gear (based on concept designs not used in the film), and Ellors Madak/Duros, the first ever "Fan's Choice Figure" as selected by fans online. The company will also produce a series of four deluxe figures, available in November: Luke Skywalker with Bacta Tank, Amanaman (packaged with a Salacious Crumb figure), Princess Leia with Sail Barge and Cannon and Darth Maul Crusade, a new take on the popular villain.

Jinkies! The first-ever live-action adaptation of the classic animated series is currently in production and will hit theaters in summer of 2002. Starring Freddie Prinz Jr., Sarah Michelle Gellar, Matthew Lillard, and Linda Cardellini (as Fred, Daphne, Shaggy and Velma, respectively), along with a digitially animated Scooby, the film promises all the comedy, mystery and supernatural hijinks that fans have come to love since the TV series debuted in 1969.

Equity Toys holds the master toy license and its product line, which includes plush, action figures, playsets and electronics, has mass appeal. Karen McTier, executive vice president of Warner Bros. Consumer Products says, "Scooby-Doo has a really strong (licensing) program for boys and girls." With the movie Scooby being digitally rendered, look for licensed products to have a more photo-realistic look, differentiating the film property from the classic show.

In October, Warner Home Video will release the latest in its series of all-new, animated Scooby movies. Scooby-Doo and the Cyber Chase, available exclusively on video and DVD. Activity books, interactive games and a board game are due to be released as tie-ins.

Warner Bros. Consumer Products is currently developing a comprehensive licensing program to support the feature film.

J.R.R. Tolkien's Lord of the Rings trilogy comes to theaters this holiday season, courtesy of New Line Cinema. Starting with The Fellowship of the Ring, and followed by sequels in 2002 and 2003, the ambitious undertaking has been directed by Peter Jackson (Heavenly Creatures), and stars Elijah Wood as Frodo and Ian McKellen as Gandalf the Grey.

The films chronicle an epic battle of good versus evil in the magical world of Middle Earth, and toy buyers will be able to relive the action and grand drama on a smaller scale when licensed products hit the shelves starting this September. Slated for release are action figures and playsets by Toy Biz, construction sets and an electronic board game by Playmates, trading cards from Topps, a collectible card game and role playing game from Decipher, a table top war game by Games Workshop, official costumes from Rubie's and collectible busts and statues by Sideshow Toys.

David Imhoff , executive vice president of Worldwide Licensing and Merchandising for New Line Cinema, tells PLAYTHINGS that "most of those companies are on board for all three films," adding that "while it's highly unlikely the films would spin off into a TV series," New Line does have the option to produce The Hobbit (Tolkien's prequel to the Rings trilogy).

Warner Bros. presents this combination live-action/animated action adventure comedy, slated for August 3. The story unfolds inside the body of an ordinary guy named Frank (Bill Murray) as Osmosis Jones (the voice of Chris Rock), a lone white blood cell, races against time to hunt down and destroy a deadly virus (voiced by Laurence Fishburne). Jones is co-directed by Piet Kroon (story artist for The Iron Giant) and Peter and Bobby Farrelly (There's Something About Mary).

Trendmasters has the master toy license, which McTier describes as "gory, gooey and gross…novelty driven." With most of the animated action taking place within Bill Murray's internal organs, McTier says the property "will have a lot of boy appeal—because of the gross-out factor." Among Trendmaster's releases will be action figures in standard and deluxe formats, vehicles and Super Snot which, according to the company, "comes with a snot flinger, snot capsule and clip for portable gooey fun!" They're snot kidding! Product will ship in conjunction with the film's release.

It doesn't take a wizard to know that kids the world over are anxiously awaiting the silver-screen debut of their favorite magician-in-training—some adults, too, for that matter.

This November, Warner Bros. presents the first in a series of feature films based on J.K. Rowling's Harry Potter novels. Sorcerer's Stone will introduce moviegoers to the main players of the saga, as Harry begins his schooling at Hogwarts Academy and faces the forces of darkness for the first time.

Eleven-year-old Daniel Radcliffe won the coveted title role, and the film is directed by Chris Columbus (Mrs. Doubtfire, Home Alone) from a screenplay by Steven Kloves (The Fabulous Baker Boys).

Harry Potter licensed product first appeared on shelves in fall of 2000 at department, specialty, gift and book stores. "We initially launched a program based on the books," explains McTier, "but the (current) program is geared toward the movie. The target audience for the film is 5- to- 11-year-olds, so we're gearing heavily towards kids."

Those kids can look forward to action figures from Mattel, which holds the master toy license, hand-held and electronic games from Tiger Electronics, 11 different LEGO items for boys and girls, PC, PlayStation, Game Boy Color and Game Boy Advance games from Electronic Arts and a Hogwart's Express by Bachmann Trains.

Blossom, Buttercup and Bubbles are three adorable kindergartners, but when their home of Townsville is threatened by any number of dastardly villains, the tykes soar into the action as the super-heroic Powerpuff Girls, saving the day before bedtime.

Warner Bros. McTier says, "(The Powerpuff Girls) is our flagship brand—it's been a huge success story" since its debut in 1998 on the Cartoon Network. The show airs 13 times a week on the U.S. cable channel and is seen in more than 145 countries worldwide. McTier explains that although the series has "strong girl-appeal," its core audience is evenly split between boys and girls. However, the licensing program is primarily geared toward girls.

In summer 2002, the franchise expands when the characters star in their very first animated feature film. The film's release will be supported by a complete licensing and merchandising program from Warner Bros. Consumer Products.

For more on the Cartoon Network and The Powerpuff Girls TV licensees, see page 64.