NEWS Meccano set to Evolve
Evolution range of technically advanced model vehicles set to take firm to a new level By Lewis Tyler
MECCANO IS gearing up for the unveiling of what UK country manager Sue Barratt describes as “one of the most important launches the firm has done in years” at Toy Fair later this month. Barratt told ToyNews:
“We looked at the very core of Meccano. What is it that children really enjoy about building with Meccano? It was all about mechanics in
audience. Specifically, Evolution scales the classic Meccano system of metal plates and nuts and bolts down to a slightly smaller, more intricate level. “It’s a different scale of Meccano,” she added. “Exactly the same ideas, same principle and DNA behind Meccano, but basically its on a slightly smaller scale. “So the scale is smaller, the holes are tighter together – therefore when
Evolution is going back to Meccano’s roots –but with a bit of a twist. It doesn’t look like a dated range. Sue Barratt, Meccano
the beginning. There are a lot of children who like more detail, more working parts and to actually play with their vehicles once made. Evolution has come from that really. It’s about bringing that discovery of mechanics to a modern
you build you can build in a lot more detail.” A range of models will be
released this year, including a Meccano classic – the crane. As you’d expect, all of the models will have working features like winches and motors.
Magic Box hoping for Kobots craze
NETHERLANDS-BASED toy company Magic Box, which bought the popular Gogos Crazy Bones and Bungees to retail, is back with a new collectable: Kobots – Dual Action Game. The Kobots collection is comprised of 48 mini figurines which lock into unique, reversible Kobot bases. The characters feature a bright colour palette and are split into six teams, each with its own home and away kit, making a total collection of 96 Kobots to collect. Each team has three
10 February
‘Krators’ to collect in different thicknesses and colours. Kobots will be backed with huge TV and online ads, plus sampling. Ben Harper, UK
director for Magic Box, said: “We’re incredibly excited about the potential of Kobots. The product is rich with game play, collectability and
characterisation.” A Kobots pack will have
two figurines, two bases, two stickers, one Krator and a mini game guide. The SRP will be £1.50. Magic Box: 01403 251286
Barratt said Evolution
was a harkening back to Meccano’s heyday in the ‘60s and ‘70s. She explained: ‘We are
going back to Meccano’s roots. There was a lot of detail, movement and features in the models you
can make in those days, so we are going back to Meccano’s heartland – but with a bit of a twist, in that the packaging is modern and they’re modern vehicles – it looks strong, it doesn't look like a dated range.”
Evolution will be backed
by TV advertising, a print campaign and merchandising with an in- store display programme which will aim to get full builds on show in toy stores and shop windows. Meccano: 01869 324956
Jazwares sets up shop in UK
US FIRM Jazwares is to open a UK office in London’s West End. Its portfolio includes toys
for Sonic, Star Wars, Nicktoons and Plants vs Zombies. The firm also has a licence for One Direction electronics, including headphones. Speaking to ToyNews,
Laura Zebersky, EVP of global sales and licensing at Jazwares, said: “I’m very excited about our UK office. I was in London last week and it’s a real fabulous great city. You can feel the excitement in the air.” Jazwares has previously used distributors to sell its lines to the UK and Europe. “We still continue to do
that,” Zebersky said. “But the UK is really the central hub of Europe – we had seen, especially with our
electronics product lines, that when we had a distributor in the equation it made it much more difficult to sell to retail. “In 2011 we started
working with an agent to
Taylor is our UK office’s MD. He was previously with Infinity Entertainment – a UK manufacturer of electronics an accessories.” Zebersky added that Taylor is tasked with
By having our own presence, we can make sure the product is right for the market and take it to the next level. Laura Zebersky, Jazwares
sell our products directly into retail. Now we’ve started selling direct and set up Jazwares as a UK vendor, working with the main retailers like Asda, The Entertainer and Smyths. With our own office we can launch products that may not have hit market. Johnny
recruiting a product development team. She said: “By having our own presence, as opposed to just working with an agent, means we can start product development, make sure the product is right for the market and take it to the next level.” Jazwares: +1 945 845 0800
www.toynews-online.biz
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