Lord of Rings outshines rest in ‘disappointing’ Licensing 2001

Lord of the Rings and Yu-Gi-Oh!, a Japanese cartoon, are being tipped as the hot properties for children’s toys and merchandise following last week’s Licensing 2001 International Show in New York.

But despite the fact that more than 4,700 properties were on show this year, Logistix Kids Worldwide, one of the UK’s leading children’s marketing specialists, says that many of the offerings were “disappointing”.

“There was not much there that was of real interest,” says Ian Madeley, managing director of Logistix. “Although I was impressed by Lord of the Rings, and Yu-Gi-Oh! looks like being a must-have property for next year.”

The licensing programme for Yu-Gi-Oh! is managed by 4Kids Entertainment, the marketing and distribution company behind Pokémon. The new property is aimed at boys aged from ten upwards, who have outgrown Pokémon. It has already spawned products such as video games and trading cards.

Madeley adds that properties aimed at sevento 12-year-old girls were particularly thin on the ground. Commonly known as “tweens”, they are a notoriously difficult group to motivate and entertain.

But US toy company MGA Entertainment is hoping to capture the tweens’ imaginations and take on Mattel’s Barbie with its new Bratz dolls, which go on sale in the UK later this year.

Bratz are four ten-inch high fashion dolls called Cloe, Sasha, Yasmin and Jade. MGA is hoping to license the Bratz name and images for use on accessories, such as backpacks, and is also talking to studios about a Bratz TV show.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here