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NEWS


John Adams adds BLOpens to portfolio


Launch supported with TV and digital advertising, plus PR campaign  Dedicated demo area at Toy Fair stand


By Samantha Loveday


JOHN ADAMS will be bringing BLOpens to the UK market from 2014. The heritage brand combines creativity and fun, with BLOpens offering a unique way of colouring by blowing ink directly onto paper with an airspray effect. Aimed at children aged


four and upwards, BLOpens are completely washable and non-toxic, 100 per cent safe and easy to use. Available from June, the


BLOpens range will include a five-pen pack, a ten pack with desk tidy unit and the Super Activity Workshop.


In addition, the collection will be further bolstered with a variety of licensed character


We aim to bring the magic of BLOpens to a


new generation. Simon Pilkington, John Adams


themes. These will include Minnie Mouse, Disney Princess, Cars and Teenage


Mutant Ninja Turtles. John Adams will also be supporting the launch with a fully integrated TV and digital advertising and PR campaign. “John Adams are


renowned for having a strong creative portfolio,


so we’re delighted to be able to add such a recognisable brand like BLOpens to the range,” Simon Pilkington, John Adams’ managing director, told ToyNews. “Supported by a cross-platform marketing campaign and


in-store demonstrations, we aim to bring the magic of BLOpens to a new generation.” The range will be


showcased at Toy Fair via a dedicated demo area. John Adams: 01480 414361


K’Nex confident of success with UK office


20th anniversary year makes it the right time for a UK base, says firm By Billy Langsworthy


K’NEX HAS opened its first office in the UK, and the firm is confident the move will continue its success in the region.


The London-based arm officially opened its doors on January 1st.


“K’Nex has a strong history of success in the UK and we believe that given the dedicated support of an


As 2014 marks the firm’s 20th anniversary, K’Nex feels now is the perfect time to open a UK office


experienced, local team and office, we can recreate the right environment so that the brand can reach its full potential here,” UK managing director Paul Fogarty told ToyNews.


“We will lead the development of an exceptionally strong marketing campaign including a new TV commercial that will help infuse the children of today into the DNA of the brand.”


This year also sees K’Nex celebrate its 20th anniversary; a milestone the firm believes makes it the perfect time to set up a UK base.


“The children who first engaged with the brand back then are coming into the right age to


experience the thrill of their children building with K’Nex.


“This, in conjunction


with the exciting range of new products and positive customer feedback we have received, makes it the perfect time for the UK to launch a dedicated team and office.”


K’NEX: 08000 337 184


www.toynews-online.biz


October 09


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