Wonderland Bakery is baking up more than just cupcakes. The popular California bakery recently opened a second location, with more to come, and began a licensing and merchandising program to bring the fun of the in-store experience to young bakers everywhere.
Neat-Oh! launched in 2005 with one dad’s idea for storing his son’s toys. The ZipBin was launched and is now sold around the world in both licensed and non-licensed versions. Neat-Oh! is now in a position of growth through licensing, line extensions, and new product development.
The goodwill accumulated from generation after generation of fans has allowed Dr. Seuss Enterprises to expand its book properties into many areas of licensing. The latest area of expansion is in the newborn and toddler arena.
The footwear company, Skechers, launched an entertainment division with Zevo-3 as its first animated series. With all the options available to kids, the challenge the company faced was cutting through the entertainment and promotional clutter. Skechers took it one step at a time using its core business to reach consumers by putting a DVD of the series inside every shoebox sold to kids.
Pacific Play Tents, born out of the camping equipment company Stansport, started more than 15 years ago when the employees’ children would come to the Stansport facility and play in the tents. The next logical step was to create a line for children. That line, now a separate company, encompasses tents, play chutes, folding furniture, toy tunnels, and so much more. This year the company is introducing a line of products based on Jim Henson’s Dinosaur Train property. In addition, a line of environmentally conscious items made of bamboo will also be available.