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NEWS


Movie will make this the ‘Year for LEGO’


2014 sees the release of the film in cinemas across the world, tie-in sets, a spin-off video game and the DVD/Blu-ray release


By Billy Langsworthy


LEGO IS making its big screen debut in February and the firm believes The LEGO Moviewill make 2014 ‘the year for LEGO’. The cinema release, alongside tie-in sets, a video game and the DVD release looks set to ensure an ample amount of LEGO coverage throughout the year. “We feel The LEGO


Movieis set to make 2014, the year for LEGO,” senior director, head of marketing, Rebecca Snell told ToyNews. “We’re an iconic global


brand and the film itself is a huge PR opportunity.” LEGO believes


retailers should be excited about the


new ranges based on the movie, as well as the cinema and DVD launches highlighting the brand.


“There’s only one chance to launch The LEGO Movie, and we and Warner Bros will be doing everything we can to maximise the halo effect created by seeing all of the magic of LEGO on the big screen,” added Snell. “The LEGO Moviemeans


there will be a huge amount of noise around the brand, both in terms of the theatrical release and the DVD launch in June. “There’s a stellar


Hollywood cast and there’s also a significant marketing budget behind this so there will be a lot of pre- promotion and it’s going to bring the vast LEGO fan base to cinemas.” Read more of what Snell told ToyNews about The LEGO Movie in our Hollywood Toy Takeover features on page 82. LEGO: 01753 495000


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Tomy welcomes new ‘stand out’ packaging designs


New look created to be more ‘open’ and eyecatching on shelves


By Billy Langsworthy


TOMY IS giving its range of infant and toddler toys a packaging overhaul this year, to successfully convey the company’s key brand messages. The new look includes an open design with more visible age grading. “Tomy is known for its thoughtfully designed range of infant and toddler toys, and there’s some new great toys coming in 2014,” Tomy marketing director Joe Gray told ToyNews. “Recognising the importance of strong packaging to deliver its brand message of ‘inspiring playtime’ and to ensure a strong, highly visible presence in store, the entire range will be having a packaging overhaul. “Nothing in the toy industry stands still, and we felt it was time to rejuvenate and refresh the existing packaging, to modernise it, especially as we are rebranding the Play to Learn range so it


sits under the Tomy Toys umbrella.”


The new look is more open, allowing children to press demonstration buttons as a greater visibility for age grading. “Being able to touch the toy is so important for children, they want to be able to do more than just look at it so we have changed our packaging to make this possible,” added Gray.


“It brings the Tomy Toy range together. The Play to Learn and Aqua Fun names were known, but did not enjoy the brand recognition of Tomy. It made sense to bring them together and make the brands clearly ‘ownable’ by Tomy.” Tomy: 020 8722 7300


Tamagotchi return reaction ‘overwhelming’ By Billy Langsworthy


BANDAI IS confident that Tamagotchi’s retail rebirth this year will be a success. The new incarnation -


Tamagotchi Friends - includes the same primary play experience, but with the addition of new technology and features. “Tamagotchi was first launched back in 1997 and nobody had ever seen anything like it,” said Bandai marketing director Darrell Jones.


08 January/February “The new version


still has the same core play pattern. It still requires the owner to look after and nurture it but using short range communication, owners can ‘bump’ with other Tamagotchi Friends to go on play dates, exchange gifts, and send texts. “It will also


interact with the new website.”


The firm believes the brand will once again be a hit, as it has received a wealth of requests in recent years to bring the Tamagotchi back to UK shelves. Jones told ToyNews: “There is a completely new audience


of kids who would have never


experienced the simple but fun


play pattern of Tamagotchi and with the addition of the ‘bump’ function its seemed the right time. “Many customers


remember the previous success of Tamagotchi – it won Toy of The Year in 2005 and was the number one bestselling toy by value in 2005, 2006 and 2007. “The reaction so far


from our retail customers has been overwhelming.” Bandai: 01489 790944


www.toynews-online.biz


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