![]() ![]() “Other brands encourage happiness, they’re all about happy, happy smile. “No brand is giving her permission to be who she wants to be,” says Metselaar. ![]() It’s not a toy brand, but a lifestyle brand, as execs point out.Īnd to Hasbro, focusing on mood is one way Hanazuki will stand out. Mattel teamed up with DC in 2015 to launch DC Super Hero Girls, a line that, like Hanazuki, takes the 360-degree approach with toys, animation, apparel and books. When the need arises, she can lead the Hemkas and her friends to safety and out of harm's way, and they usually trust her on this. ![]() Lego launched a line aimed at female brick builders with its Lego Friends line in 2012, and followed that up with Lego Elves in 2015. But Hopelain says the effort is “substantial.” The company spent years working closely with Stumpo and Metselaar, picking their brains for every last detail, while also “mining consumers for insight.”Įven with legacy brands such as Mattel’s Barbie or Hasbro’s own My Little Pony, girls products continue to be big business and, in fact, the competition for dollars has intensified in the last few years. Hasbro won’t discuss financial details of its acquisition or how much it is allocating to the launch of its new line. Or we could find a good partner that really got the brand and could make it bigger.” “We had a choice: We could become a big company, schlepping around, selling T-shirts and everything. “For us, what happened, it got too big to handle,” recalls Metselaar. And we thought we could extend this into something bigger.” “There’s a richness from an artistic perspective. ![]() “We loved the characters and the gorgeous art style, says Andrea Hopelain, Hasbro’s vp global brand marketing and strategy. One of the products that took off was Hanazuki, whose designs on clothing and stationary proved popular in an underground way. In 2005, the two opened a studio and store to sell their own creations and help artist friends. Attach up to 5 treasures to the wearable to express moods through color and light Sync this wearable with the downloadable Hanazuki app for interactive fun Includes 2 treasures, charging cord, and instructions. Featuring a wearable bluetooth wristband as a light-up LED accessory. That’s due to its Dutch origins: The brand was created by art director Niko Stumpo and partner Hanneke Metselaar. From the Hanazuki: Full of Treasures series. Hanazuki may sound familiar to some folks living in Amsterdam or parts of Europe. “The industry is moving in that direction,” says Linda Montag at Moody’s Investors Service, “Hasbro is better than most, because of their tie-ins to the entertainment industry.” Even Nerf is now a story-driven brand.) Take care of Hanazukis friends, the Hemka. You can choose your mood of the day, play games, and customize your very own moon. (Hasbro is more attuned than other companies to the need for stories to go along with its products. The Hanazuki app allows you to become a Moonflower just like Hanazuki. In her orbit are bunny-like creatures called Hemkas, a sheriff of the moon named Dazzlessence Jones, and Kiazuki, who may or may not be a friend. Starting with nine, 11-minute episodes that are a mix of colorful psychedelia crossed with anime influences, viewers will meet a girl named Hanazuki, who is gifted with powers that are tied to her many moods. “And we’re meeting her where she is 11 hours a week: on the web.” “We’re leading with stories, because stories are key these days,” says Meghan McCarthy, Hasbro’s head of storytelling for girl brands. The word can also mean "flower lover", referring to Hanazuki's personality.The Best Beauty and Grooming Deals to Shop on Amazon's Fall Prime Day Starting Today (Updating)
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