www.toynews-online.biz Magic Box unveils Bungees
Esdevium to distribute new line to toy retailers Positive initial response from retail... by Katie Roberts
THE CREATOR of playground craze Gogo’s Crazy Bones has launched a new collectable range to market. Bungees are brightly coloured, collectable, magnetic figurines, which Magic Box believes has ‘enormous collectable potential.’
The range has garnered a positive reaction from the trade and will be sold at over 20,000 outlets at launch via distributor Esdevium Games. Stuart Grant, buying director at The Entertainer, said: “A new, innovative collectable with real game play – it’s the perfect combination. I believe it will be the must-have playground craze in 2012.” The collection consists of 96 Bungees figurines and 48 Bungee Cards, with retail prices starting from £1.50.
NEWS 5
Steve Buckmaster, sales director of Esdevium Games, commented: “With Bungees, Magic Box have mixed cool collectable figures with incredibly addictive gameplay. Bungees bring real originality to a
crowded marketplace, which will really make it stand out.”
The launch will be supported by a TV campaign, sampling and a website at
www.bungeesworld.com. Esdevium: 01420 593500
Early success buoys Air Puppy ahead of big push
NEW TOY and gift company, Air Puppy is ramping up its marketing and PR activity as it looks to capitalise on a strong start for its range of collectable soft toys. Initial stock of Hickory Shack has already been snapped up by indies, and the firm is now bringing forward the launch of new ranges as part of a major push for the brand in 2012. The line currently includes 12 characters, all of which sold out in eight weeks. Another 12 will launch in spring, with further additions
throughout the year. In total there will be eight new ranges, totalling over 60 lines. “We were expecting a good reaction but when the first shipment sold out in a matter of weeks, we knew that we had already found a strong and sustainable market,” said Wendy Alderdice, commercial director at Air Puppy. “That’s why we brought forward plans for new ranges and began work on a strong marketing push right
from the start of January. And that’s why we see 2012 as a very exciting year for the Air Puppy brand.” Air Puppy: 01494 675240
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SECOND FACTS
A round-up of the latest numbers, stats and tidbits from the toy business
5
Number of toys sold in grocers every second throughout October 2011 (NPD)
59 The age of Toy Fair this year 135
The distance in miles that the 1.8 million crayons/pencils
purchased in October would stretch if laid end to end (NPD)
200,000 The amount of square feet
covered by Toy Fair at Olympia 72%
Number of boys who own a Spider-man toy, according to Dubit research
9.3%
The YOY increase in Christmas sales at John Lewis
39,711
Unique users for ToyNews Online during November
65
Number of stores which could close after Hawkin’s Bazaar fell into administration
TOY CAMPAIGNS ON OUR KIDS CHANNELS CONSISTENTLY BOOST SALES BY UP TO 17%!*
Find out more at
www.turnermediainnovations.com or call our Sales Director, Andrew, on 020 7693 1143 WE’RE EXPERTS IN KIDS MEDIA
FEBRUARY 2012
* Source: Data2Decisions TMI Effectiveness Project 2006 – 2011
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