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SECTOR GUIDE DRESS-UP & ROLE-PLAY 63 Dress to impress
With the summer movie blockbuster period well underway, it’s a great time for kids to dress up as their favourite licensed heroes and heroines. Dominic Sacco takes a look at some of the latest products on the market…
MAPS TOYS
Already known for its range of fun kids toys, Maps Toys is embracing the dress- up sector with a couple of new suits. The firm has teamed up with leading
US brand Aeromax to launch a range of deluxe ‘Get Real Gear’ children’s costumes, including the NASA-endorsed Astronaut costume. This comes in both orange and white. A Firefighter costume is also available which features a jacket, helmet, trousers and real braces. Both are aimed at children aged between two and eight. Maps Toys says it recognised a gap in
the dress-up market for ‘high quality children’s products that are actually made like the real thing’. The outfits are made of hard-wearing materials and Maps claims all buckles, zips and accessories are of the highest quality, to ensure they can be used again and again. Mel Davis, VP of sales for Aeromax, says: “Children grow out of the suit before it wears out. It can therefore be
DKL
Velcro Kids promises there is no need for scissors, glue or mess, with its Velcro pieces re-usable for a quick and fun playtime. The House is ideal for pretend play in the home or garden, while encouraging group activity. It can be assembled by simply piecing the Velcro edges together. It features three opening windows and doors, plus cut-out night sky shapes. Kids can decorate the walls using felt pens, crayons and paints, or acquire Accessory Packs for a shop and
jungle theme. GREAT GIZMOS
Great Gizmos’ award-winning Great Pretenders line is expanding with royal-themed outfits. The Marie Antoinette Gown is a
turquoise dress that includes a stiff underskirt, gold-lined sleeves and classic stiff collar with additional boning for extra shape, and blue and gold lace detailing. There is also a red and gold Queen Elizabeth Gown featuring puff, fluted sleeves and a laced bodice. Great Pretenders also offers a range
of reversible outfits that provide two sides to a role-play scenario. For example, boys can be a Bat Superhero
one minute, and a Spider Superhero the next. All that’s needed is a quick flip of the cape and hood. Alternatively,
girls can transform from the bright yellow Fairytale Pinafore into a pretty pink and white frock. Other costumes from the collection include the Fairy Blossom Dress and the Petals Galore gown. There are also additional accessories available.
01483 776 006
handed down to younger children.” The firm also offers a collection of
products to complement the costumes. Kids can accessorise the Astronaut with the Talking Space Helmet, the Junior Space Explorer Inflatable Shuttle and the Astronaut Water Blaster. A Fire Power Supersoaking Firehose is also available for the Firefighter costume. Maps will launch the first two lines and work with Aeromax to eventually offer the whole range across the UK and Europe. Further costumes will include pilot suits, wizards and witches and racing drivers. Adult costumes will also be available.
01604 678780 Then there’s the Create Your Own
Mask products which include wild animal, princess and pirate designs. All pieces are inter-changeable. DKL’s Wonderworld line offers well-
crafted eco-friendly wooden toys which are backed by the Tree Plus Scheme. Products include the Eco House – winner of the 2011 Junior Design Award for Best Eco Toy. This educates children on household recycling. The Kitchen role-play range simulates home appliances including the best- selling Cooker product with clicking dials and the Washing Machine. The Wonderworld and Velcro Kids
toys will be supported by a marketing campaign and in-store programme to attract kids and parents into retailers.
01293 543221 BIGJIGS
Children can let their imagination run wild with the red and pink flower tea set. The durable set – made of tin – comes with everything a kid would need to hold a pretend tea party: teapots, cups, saucers, plates, spoons, a picnic blanket, napkin and tray. All can be packed away in a spotted case. Consumers can also bring some treats to their tea party with the cake stand. The wooden stand holds 12 highly decorative cakes that are almost too good to
HASBRO
Hasbro has already had phenomenal success with the Avengers Assemble role-play toys, as well as the Star Wars Darth Maul Double Bladed Lightsaber and Electronic Masks. To support The Amazing Spider-Man, kids can pretend to be the web-slinger with the Hero FX Glove and the Rapid Fire Web Shooter. The Hero FX Glove includes motion sensors that trigger web-battling sounds. The Rapid Fire Web Shooter, which attaches to the wrist, comes with five web missiles that are fired by pressing two middle fingers down on a trigger.
CHARACTER OPTIONS
Pre-schoolers can become a valiant knight with the Mike the Knight Mike’s Mission Set, which consists of a helmet and sword. This is based on the popular CBeebies animated children’s TV show which features the slogan: “Be a knight – do it right!”
In addition to this, there’s an
interactive Electronic Sword, which comes with a variety of sounds and its own theme tune – perfect for truly daring deeds. Character also has other official TV
star dress-up goods – including the Fireman Sam range.
The Helmet with Sound and Utility Belt with Jacket & Accessories are perfect for little ones who want to transform into a fire fighter, while the
01303 250400
resist. Each cake varies in size, shape and colour, encouraging kids to pick their favourite. Bigjigs Toys’ role-play range also extends to a variety of play food items, meals and dinner sets. For those who want to take kids role- playing to the next level, there are even kitchen ranges. The Country Style All in One Kitchen is great for any budding Heston Blumenthal or Gordon Ramsay, while other items include a dishwasher, fridge, washing machine and microwave.
020 8569 1234 Kids can also become their favourite
character from Transformers Prime. There’s the Velcro-fastened Transformers Prime Battle Mask or the Optimus Prime Energon Helmet, which comes with phrases, conversion sounds and light-up eyes. For Star Wars fans, the Ultimate FX Lightsaber range expands with the addition of the Darth Maul lightsaber. Press the button on the hilt to power up and see the brightly glowing blade’s light effects, as well as hear the classic power-activation humming sound. Role-play Jedis can swing and slice the lightsaber through the air to hear more motion sensor-controlled sound effects like clashing, battle impact and crackling sounds. If they want to be even more like Darth Maul, using the included adaptor, they can add a separate single Darth Maul lightsaber to create the double blade.
0161 633 9800
Fire Extinguisher Water Pistol adds an extra dimension of fun.
And last but not least, kids can take on the world of DIY by dressing up as Bob the Builder. There’s the Bob’s Carry Along Tool
Box, which features tools perfect for little hands, or the Transforming Workbench, a toolbox that doubles up as a folding workbench. A variety of additional Mini Tools and Power Tools can also be stocked which feature the brand.
JULY 2012
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