‘Happy’ heaps on the merchandising

Toon sequel spurs wider line, more partnerships

With the first “Happy Feet” having won over consumers in 2006, Warner Bros. Consumer Products is rolling out a larger line of merchandise around the release of sequel “Happy Feet Two,” which dances into theaters Friday.

Thinkway Toys is the global master toy partner for the property, with new toys that include plush toys for the characters Erik, Boadicea and Ramon that speak and dance. Other items include traditional plush figures, a musical dance playset, collectible figurines, windup toys, and a Bucket o’ Penguins.

Other licensees and products include costumes from Rubie’s Costume Co.; games from Pressman Toy; customizable figures from Build-A-Bear Workshop; themed calendars from MeadWestvaco; Hallmark ornaments and Anagram Intl. party supplies; Penguin Children’s Books; gift wrap and other items from CSS Industries; baked goods from Bakery Crafts; and posters from Trends Intl.

Overseas, France’s fast food chain Flunch will offer toys with kids meals; Fujifilm is making “Happy Fee Two”-branded digital and disposable cameras while Albin Michel is publishing books; Kinder Sopressa is co-branding candy, and Nucleo is launching an apparel collection as a holiday promo at the retailer.

The first “Happy Feet,” helmed by George Miller (who is also behind the sequel), earned $384 million at the worldwide B.O.

“‘Happy Feet Two’ provides a great opportunity for our licensees to create a wide range of offerings that capture the fun-loving nature of this franchise,” said Karen McTier, executive VP, domestic licensing and worldwide marketing, Warner Bros. Consumer Products.

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