Character unveils focused collection at Toy fair 2010
Character Options presented a focused portfolio for 2010 at London Toy fair consisting of exciting brand extensions for existing ranges and complete new collections never before seen in the UK. Licensed properties will play an integral part and as would be expected, heavyweight TV will be a key to the success of all hats offer and ensure retailers can make selections with the confidence that sales will be strong.
The introduction of a new property to the line up will reinforce what’s already a strong boys’ line up. Hero 108 will be a major TV show in the New Year with incredibly strong programming and is also the most anticipated virally marketed range of the year. This new collectable series will see boys entering The Hidden Kingdom where the evil HighRoller has turned animals against humans and where the humans live in fear. That was until the 1st Squad banded together to right the wrongs and overthrow HighRoller and his animal armies. Driving the range will be the collectable packs of 1 and 2 figures with gaming cards and bases that kids can use to build their own squad of heroes, battle against their friends. Two Mini and one hero Deluxe Play Set will add to the collectability and offer challenging platforms on which to play the game.
Go Go pets newly re-branded as Zhu Zhu Pets is to have more hamster happiness with cute new pets, additional accessories and to bigger play sets to collect. The perfect play set to compliment the new breed of long haired hamsters will be the Hair Salon which has all you expect to see in a grooming parlour. This beauty emporium has everything required to keep the new long haired hamsters’ locks in tip top condition and beautifully styled. Zhu Zhu Pets are a modern day phenomenon and promise to be as strong if not stronger that what’s gone past with huge multimedia marketing and media interest behind it. Hot off the press was also a new Zhu Zhu collection called Kung Zhu; an enticing mix of special forces and ninja hamsters read for the battle arena!
Building on the success of year One, Character’s home grown property H.M. Armed Forces will see lower price points, more features and a favourite theme added to the action figures, vehicles and play sets. The big news will be the launch of Arctic Mission, a theme that has proved most popular for this sector in the past. New lines will include the Royal Marine Commando Arctic Patrol in his winter whites and all the accessories required for training in frozen climes. An Arctic Quad plus the launch of an awesome Radio Controlled Skidoo will add to theme. In addition to the Arctic collection, further figures and play sets will be available in traditional camo and the introduction of Hawk-eyes will give the figures an added feature and extra play value.
Doctor Who a major success story for Character in previous years will remerge in 2010 with a regenerated Doctor featuring Matt Smith. This collection is hot news but top secret and one to watch out for as the new series unfolds. Already new End of Time Doctor Who product is on the shelves to celebrate the new incarnation and is a clear indication of the exciting times ahead for this brand.
The addition of the master toy licence for Fireman Sam to those already held for Postman Pat and Peppa Pig place character as a major provider of licensed pre-school toys
The Fireman Sam range will mirror the CGI series that launched in 2009 and includes a free wheeling vehicle assortment - Jupiter Fire Engine, Rescue Helicopter and Ambulance that come with a ‘try me’ feature for the variety of sounds each vehicle makes.
Peppa’s Pigs brother George will also step up to mark as he dons his mechanic’s hat and becomes the centre of new play-sets and soft toys. The Mechanic George range is bound to be a favourite of both boys and girls. Of course, Peppa Pig herself is also to be seen in new play sets and soft toys including a Bedtime Peppa soft toy and a new family collectable kitchen set.
Postman Pat’s Special Delivery Service, new to the company for 2009 made a dramatic entrance to the pre-school scene with both play sets and vehicles achieving sales success. Spring will see the collection extended further with new vehicles and play sets alongside the New Movie Motion.
Animal Planet is a fabulous new brand for the company that will take Character’s knowledge of the electronic sector and put it to great use with a younger product with great price points and favourite theme. The collection includes many luxury plush animals from deep within the wilds; all of which have realistic sounds, movements and are tremendously cuddly and loveable unlike many competitors in the market.
Finally just one of the many inspirational products for Let’s Cook will be the Crisp Maker and is an ideal way to make quick and easy, savory snacks using a variety of root vegetables. All you have to do is use the special slicer to thinly slice the vegetables and then pop then on the microwavable crisper. The crisper holds the slices upright where they are crisped by the microwave in just a few seconds. What’s more as they use no fat they are not only tasty but really healthy too.
With this and much more such as new Bindeez, Scooby Doo! and a host of other licensed products, Character Options is looking incredible focused with strong products, keen prices and robust marketing programme to drive demand.
For more information contact Michele Bates at Evolution PR on 01327 701 702
To download a copy of the press release, click here.