CopCorp Licensing will take its (not so) Scary Monsters IP to retail with a high-profile debut at FAO Schwarz’s flagship store in New York next month.
The UK property originated from a line of greeting cards created by London’s Monster Factory. Celador International picked up the rights in 2004 and had worked up a 39 x seven-minute CGI series to showcase the monsters’ charmingly goofy personalities.
When the prodco shuttered its kids division last year, the IP seemed doomed to never make it overseas, but its merchandise had built up enough momentum in its native territory that CopCorp felt it was time to test it in the US with a specialty program.
The Monsters will take over FAO’s Fifth Avenue storefront lightbox display, as well as several side windows running along 58th Avenue. The creatures are also slated to grace the front cover of the retailer’s June catalogue.
Inside the store, (not so) Scary Monsters books and toys imported from the UK will be showcased in special displays [CHECK]. And CopCorp president Carol Postal says the agency is very close to announcing a domestic toy deal.