Vivid enjoyed 20 per cent plus growth last year, powered by the likes of Moshi Monsters, Crayola, Animagic, The Hobbit, Little Mix and One Direction. 2013 will see the firm look to build on its success, with new licensed properties and investment in long-term brands. The Walking With Dinosaurs 3Dmovie will hit cinemas worldwide next December, supported by live action arena shows. Vivid has secured the worldwide master toy and game rights and will TV support a full line of collectables, play-sets, role-play toys and games in Q4 to coincide with the movie.
Tipped as the replacement
for High School Musical, Disney is launching Teen BeachMovie in the autumn. Vivid
will debut a full range of dolls and girls collectables, supported by TV advertising, with all being revealed at Olympia.
CRAYOLA Moving on, and Crayola enjoyed a double-digit growth year in 2012 and outsells any other UK kids stationery brand by over five to one. Dry-Erase, Doodle Dotty, Glow Book, Jewellery Boutique and Catwalk Creations were big TV hits for last year and will continue into 2013. This year will also see the launch of My First, a new range dedicated to 12-36 months and their first arts and crafts experiences. Items will include the TV advertised Touch Lites. In the autumn, Crayola will be supported across ten T advertised campaigns, including new
introductions Marker Airbrush and Digital Light Designer. The Creations brand will see an all-new collectable creative range – which will be unveiled at Toy Fair. In addition, for the first time Crayola will TV advertise its stationery range, with a dedicated Back to School TV blitz.
ANIMAGIC Changing the focus to Animagic, and the range enjoyed another strong growth year in 2012, with Newborns, Tessie Go Trotting and Fluffy Go Walkies all selling well. No less than three new TV advertised items will be featured in autumn – Night Night Puppy, Holly Goes Hopping and Mummy and Babies Go Walkies. New pre-school show
Tickety Toc joins Vivid’s master toy collection, with the firm creating a range of plush,
collectable game, puzzles and play-sets for launch in the autumn. Cloudbabies and Baby Jake toy and games ranges both enjoyed strong launches in 2012 and will be significantly extended and promoted in 2013. Smashaballz and Flufflings, Vivid’s novelty plush brands, will return for autumn with new lower priced TV advertised lines. Smashaballz Frightzone and Flufflings Babies will retail below £20. ITV show Canimals will be Vivid’s lead plush launch for this year, with collectables, talking and feature plush making the core of the line, which will be TV
advertised in spring and autumn. Vivid will also extend its successful pop star portfolio, with new One Direction and Little Mix collectables, dolls and games launching in 2013.
AND NOT FORGETTING… Moshi Monsters topped the NPD charts for most of 2012 and generated UK and Ireland retail sales in excess of £60 million. 2013 will see the introduction of Micro Moshlings in spring and over 35 new products across the year, of which four will be TV advertised in autumn. One to watch for Christmas 2013 will be the Moshi Monsters Shop-O Rama Play-set, which will be unveiled at Olympia for the first time.
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After enjoying growth of over 20 per cent last year, Vivid is looking forward to a strong 2013 with the likes of Crayola’s Digital Light Designer (above), more Animagic offerings (top right) leading its line-up of new products