Children's toy and entertainment company Dracco is heading into Brand Licensing Europe with two brands to satisfy both boy and girl demographics–Zombie Zity and Filly.
Zombie Zity is a kid-friendly zombie brand for both boys and girls of all ages.
Launching this fall with support from master toy licensee Simba Dickie, the Zombie Zity property is a wacky city inhabited by wobble-headed zombies. Products scheduled for launch include Bouncerz, which are a range of 48 collectible micro bouncing zombies; Swobblerz, which are 12 interchangable figures that come with an exclusive zombie card and activation code for online games; a collector card program that features more than 70 characters, sticker cards, a brain code card and a scratch-and-smell card; and play sets. Licensees are already on board for products such as publishing, lifestyle and apparel, however Dracco will head into BLE with the brand on presentation for additional opportunities.
To further support the brand, Dracco has a strong marketing plan, an interactive game app and a bi-monthly magazine prepared to accompany product at retail.
Filly is a girls' lifestyle brand based on a group of magical horses. The property already has more than 40 licensees on board and is bolstered by its collectible figure line. In collaboration with master toy partner Simba Dickie, the Filly figures have sold more than 66 million units, and, according to NPD, are the No. 1 selling toy in Germany this year. Other notable licensees include Universal Trends and Blue Ocean Entertainment across categories including toys, apparel, audio products and more. Filly also has a magazine, an integrated and interactive website and two apps to continually engage and immerse girls in the Filly experience.
To further expand the brand, a new animated TV series, "Filly Funtasia," will debut in 2014. The CGI series will feature the popular Filly characters as they come together to attend the School of Magic, set in the kingdom of Funtasia.