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NEWS Maps makes dress-up move
Firm links with Aeromax to launch a range of Get Real Gear children’s costumes… by Katie Roberts
MAPS TOYS is eyeing up growth in the dress-up sector, with two key lines aimed at children aged two to eight. A new deal with US company
Aeromax will see the launch of a NASA endorsed Astronaut costume, which comes in both orange and white as well as the Firefighter costume, which features jacket, helmet and trousers with braces. Maps Toys recognised a gap in the
dress-up market for costumes that are actually made like the real uniforms. The outfits are made of hardwearing materials and all buckles, zips and accessories are of the highest quality. Will Sharman, head of sales, Maps
Toys, said: “We have developed a great relationship with Aeromax and their range of costumes are some of the best we’ve seen. We were so
impressed with the response we’ve had at previews – the quality and attention to detail were literally stopping people in their tracks. “Dress-up was a natural progression for us in 2012 as the costumes complement other fabulous toy lines we are launching. Both the Firefighter and Astronaut costumes
can be teamed with a variety of
unique toys including a Talking NASA Helmet, Inflatable NASA Shuttle and the Astronaut High Power multi- directional Water Soaker extending a child’s role-play even further.” The company will launch two lines initially and eventually offer the whole range across the UK and Europe. Maps Toys: 01483 776006
The quality and attention
to detail were literally stopping people in
their tracks. Will Sharman, Maps
Toy firms return to Gadget Show
A NUMBER of toy companies will be making the trip to the Birmingham NEC in April for The Gadget Show. For the second year, the event is having a dedicated trade day – held on April 10th – and the organiser is hoping to attract more of what it calls ‘pure’ toy firms to the show in 2012. If demand is strong, it is possible that a zone could be created purely for brands promoting new toys at future shows. “Toys which incorporate technology have always been integral to the TV
through our five public admission days,” commented Matt Hodgins, GSL event director.
Razor is sponsoring the Test Track
show and we are, therefore, very keen to help manufacturers develop new links with retailers through our trade day, Gadget Show Professional, and to generate excitement with end-users
Re:creation will be back at the show with Razor, with brand manager Katy Fletcher saying its presence will be bigger and better than last year. Josh Farleigh, director at Flying Gadgets, meanwhile, said that last year the firm sold over 400 products a day at the event. It will be demonstrating product in a specially built flying cage.
www.gadgetshowlive.net
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SECOND FACTS
A round up of the latest big numbers, stats and tidbits from the toy business
200
The number of giant Easter eggs hidden around London as part of the Fabergé Big Egg Hunt
£60m
Revenues from toys inspired by video games in 2011 (NPD)
£797
How much six rare Skylanders figures sold for on eBay in February
30%
Number of eight to 13 year olds who have played ‘Mature’ rated video game Modern Warfare, according to Dubit
150
Years in business US toy retailer FAO Schwartz is celebrating in 2012
44%
The amount of ToyNews Online readers who were confident about toy sales ahead of Q1
10
The number of years Lucas Licensing renewed its Star Wars deal with the Lego Group
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