The top version looks best, however I think the word NEW has to be in a contrasting colour to ensure it stands out.

Overall, the designs are very good, however careful consideration has to be made about the base colour, as once you start reducing the logo for merchandise, the individual text colours that appear clear on the computer screen may not be as distinctive on fabrics for example.
Any logo works best when it's quickly and easily identifiable as to what its supposed to represent, especially to people unfamiliar with the group, product etc.