Five kid-oriented marketers are entering into new alliances. Scholastic Inc., New York, and Toys "R" Us, Paramus, N.J., are linking up to open Scholastic boutiques in Toys "R" Us stores worldwide. The boutiques will offer learning-oriented, Scholastic branded products. They will roll out to 1,215 Toys "R" Us and Imaginarium stores worldwide, starting in fall 2001, and through Toysrus.com. Separately, Walt Disney Co., Burbank, Calif., is joining with Hasbro, Pawtucket, R.I., and Mattel, El Segundo, Calif., in new licensing deals. The Hasbro linkup involves Disney film and TV properties. Hasbro also becomes the official toy and game company of several Disney resorts. Hasbro gains rights to develop toys and games tied to upcoming Disney films, starting with the Disney/Pixar animated project "Monsters, Inc.," scheduled for release in fall 2001. In the Mattel deal, that toymaker's Fisher-Price unit will produce toys based on classic Disney characters, including Mickey Mouse and Winnie the Pooh, in all global territories except Japan.
Copyright September 2000, Crain Communications Inc.