Malibu Company Makes No Secret of Spy Line

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Jakks Pacific Inc. is letting kids play at being the next secret agent.

The Malibu toymaker was scheduled to unveil its lineup for this year’s holiday shopping season last week at a company event staged at Hooters in Santa Monica. The star of the show was a new brand called Spy Net.

The Spy Net toys, which are now shipping to major retailers, include a watch with a hidden video camera, infrared binoculars and a pen that records audio. The products retail for $19.99 to $49.99.

Greg Mitchell, director of marketing for Jakks’ interactive and electronic toys, said the company’s new product line simulates real-life spy gadgets, which make them more appealing to tween boys.

“By adding the technology elements to these toys, we are finding with focus testing that it’s bringing older boys back into the spy play pattern,” Mitchell said.

Toymakers have been increasingly looking to develop products that incorporate more advanced technology, such as Mattel Inc.’s Mindflex game, which is based on technology that reads brain waves.

Genna Rosenberg, Jakks senior vice president of communications, said the company specializes in taking real-world technology and incorporating lower-cost versions into its toys and games.

“We focus on traditional play patterns and add simple technology to make them cooler for today’s kids,” Rosenberg said. “We seek out technology that is commonly found in adult products and source it for low price points.”

Jakks also was scheduled to unveil hunting video game “Big Buck Hunter Pro” for the Nintendo Wii. The game, rated for teens and retailing for $49.95, includes a 26-inch shotgun controller that players use to shoot at deer, frogs and UFOs.

The company also introduced two products based on Pixar’s “Toy Story” franchise. One of the products, “Toy Story Mania,” was created to simulate the popular “Toy Story” arcade-style game at Disney Theme Parks.

Mitchell said Jakks wanted to make the game authentic, so the company brought in the same video game developers who created the Disney Theme Parks attraction to make “Toy Story Mania,” which retails for $49.99.

Rosenberg said the company is expecting to see a strong demand for its products this holiday season. But the company is still being cautious about getting stuck with unsold inventory.

“These products will do well, but we are taking a more conservative approach on inventory this year than we have in the past,” she said. “We are limiting some of the upside.”

Birthday Hero

Hugo’s Restaurants is celebrating its 30th birthday this month, and the casual eatery is looking to give away some free meals.

The Hugo’s chain, which includes sit-down establishments in West Hollywood and Studio City, and taco stands in Atwater Village and Studio City, is asking diners to nominate a person they consider a personal hero. Hugo’s will then select a hero of the week and provide dinner for two for free. The winners will also be publicized on Hugo’s website, Facebook page and Twitter feed.

Leslie Brenner, co-owner of Hugo’s, said the chain wanted to recognize its customers with the promotion.

“It engages our customers in a way that says you are community-minded people and we appreciate it,” Brenner said.

Hugo’s, a frequent haunt of Hollywood execs and celebs that employs 150, is preparing to open its third sit-down eatery in Agoura Hills at the Whizin’s Shopping Center. The new restaurant will serve Hugo’s menu of healthier fare, which includes items such as mung beans and rice, and tika masala vegetable patties.

Brenner said plans for the new Hugo’s were stalled due to the economy, but the restaurant is now on track to open at the beginning of next year.

“It’s been a long haul back up again,” Brenner said.

International Expansion

California Pizza Kitchen Inc. is continuing its international expansion with the opening of its first restaurant in India.

The L.A.-based chain announced Aug. 30 that franchise partner JSMGGC India Pvt. Ltd. recently opened the restaurant, a 4,000-square-foot space that seats about 180, in a suburb of Mumbai.

With the addition of India, there are 31 international California Pizza Kitchen eateries. Since the beginning of this year, California Pizza Kitchen locations have opened in Dubai; Mexico City; and Seoul, South Korea. The chain also announced that it’s planning to open 19 restaurants throughout the Middle East during the next 10 years.

California Pizza Kitchen owns 207 of the chain’s 264 restaurants, with the other 57 restaurants operating under a franchise or licensing agreement.

Larry Flax, co-chairman, co-president and co-chief executive, said the company’s entrance into India is part of a larger plan to open more restaurants in existing international markets and enter new areas.

“It fits in with our plan to expand the California Pizza Kitchen brand throughout the world eventually,” Flax said.

Staff reporter Alexa Hyland can be reached at [email protected] or at (323) 549-5225, ext. 235.

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