Toy company Dracco continues to make strides in the boys’ and girls’ markets with its Filly and Zombie Zity brands.
The Filly girls’ brand boasts more than 40 licensees including the recent additions Ravensburger for puzzles and board games in German-speaking markets, Central and Eastern Europe and Russia; and McDonald’s for a Happy Meal campaign set to launch this summer.
Existing partners for the brand include Leomil (apparel), Beauty & Care (bath products), Alenio (wall decoration), Vtech (learning toys), Amscan (party goods), Herding (homewares) and Blue Ocean (Filly magazine).
The newest series in the toy line, Filly Butterfly, is supported by a television ad campaign of in Germany and internationally, point-of-sale in-store marketing and in-store events. A new Filly Butterfly version of the “Filly Photo Fun” app, which blends real-life pictures with Filly artwork, was also released earlier this.
A 3D animated series inspired by the brand, “Filly Funtasia,” is set to debut in 2015.
“With our McDonald’s Happy Meal promotion and campaign in Germany across more than 1,400 restaurants this summer, combining our brands Filly and Predasaurs (dinosaurs), plus the CGI TV series with great international response, and with Dracco’s and our sales collaborators investments in heavy marketing, we will further expand internationally,” says Axel Derendorf, head of international licensing and business development, Dracco. “We will continue to entertain Filly fans around the world in our core markets like Germany, Eastern Europe and Russia. The TV series ‘Filly Funtasia’ will definitely attract new fans and set a base for much more content, like movies, DVDs, interactive games, apps, storytelling, music and publishing.”
On the opposite side of the spectrum is the kid-friendly zombie brand, Zombie Zity, which already boasts two figure series, collector cards, a bi-monthly magazine and an interactive website.
ZombieZity.com features exclusive content and mini-games, while a mobile game introduces the zombie characters and their quirky behaviors. Another app focusing on the Bouncerz property will be launched this fall. CGI animated webisodes, in development now, will anchor the brand’s the digital portfolio. Among the licensees already signed on for the brand are Leomil for footwear and apparel and Herding for home textiles. In Latin America, Dracco’s agent P&L is also working on a series of stationery and apparel deals.
Dracco will showcase Filly, Zombie Zity and other brands in its portfolio at Licensing Expo 2014 June 17-19 in Las Vegas, Nev.