SHOW GUIDE MY TOY FAIR
MARY WOOD Marketing Director, Vivid
How many Toy
Fairs have you been to? I’ve lost count! Don’t think I have enough fingers and toes to add up all of London, Nuremberg, Deauville, New York, Hong Kong… I do know it’s a lot over 20 years or so.
Vivid
GIRLS My Friend Cayla (£59.99) aims to bring technology into traditional doll play. Cayla can be linked via Bluetooth to the internet, with children then being able to ask her an infinite number of questions and she’ll find the answer. Cayla uses Google’s speech-to-text technology and Google SafeSearch to look up answers online and speak them back. When offline, Cayla can also play games, tell stories and discuss photos, when she’s not helping with homework. A new range of Union J fashion dolls will be hitting shelves. Fans can now get their hands on the 12- inch collector dolls, with each character kitted out in replica outfits. There will also be
collectable figurines, games and puzzles. Wave four of the 12-inch One Direction collector dolls will launch in the autumn, with new outfits
selected by the band. In addition, the new 4x4 Cruiser (£24.99) will also roll out. Vivid will be expanding the AniMagic Rescue Hospital brand in the autumn. The Ambulance Station (£29.99) opens out to become a play-set for the vet to attend to injured animals. New to the AniMagic Plush portfolio for
autumn/winter is Tickle Tum Tilly (£29.99). Sparkle My Glowing Kitty (£19.99) is also new. Moving on, and Series 9 Moshi Monsters Blind Bags (£1.99) and Collector Packs (£4.99) will include 16 brand new characters. The launch will be supported by a hefty marketing
campaign to launch ‘The Hunt for Furnando’, where there will be 5,000 uniquely numbered ‘super’ rare figures hidden inside the blind bags and blister packs nationwide.
Also launching is the Beanstalk (£24.99) which features a Rapid Vine Slide and the Leaf Swing and comes with an exclusive Moshling figure.
There will be a new range of Robotling Moshlings launching in slime (£3.99) and in a Gear (£7.99), a new breed of mechanical mean Moshlings.
BOYS
The Moshi Karts range includes a collectable series of 12 Karts (£1.99), including a Moshi Kart and driver. Collector Packs (£4.99) will include two karts, two drivers and a launcher, while there will also be a R/C Katsuma Kart (£24.99) and a Transforming Track Play-set (£29.99) with two exclusive karts and drivers. The range will be backed with in game secret codes.
Vivid is also launching
a range of collectable toys for Strange Hill High. This will include blind bags (£1.99), blister packs (£5.99-£9.99) and special Locker Pods filled with goo (£3.99). There will also be a High School Play & Display set.
PRE-SCHOOL Vivid will expand the Peter Rabbit toy line for autumn, with the introduction of new characters, including a Benjamin Bunny small plush (£6.99) and the Woodland Chase figure pack (£14.99). The hero TV line for Christmas 2014 is the Secret Treehouse Play-set
(£29.99) which comes with a slide, lift, bucket, winch, trap door and Peter Rabbit figure.
CRAYOLA The Marker Maker (£22.99) lets children create their own custom colours in minutes, by using the mixing guide or simply letting their creativity run riot and creating their own colour combinations. The Dry Erase Light-Up
Board (£22.99) lets children create colourful designs on a lit up, dual- sided surface. They can use the crayons on the black side to make the images ‘pop’, the white surface for every day play, or simply take the dual- sided panel away and draw on the clear surface for limitless creativity. Crayola’s Color Wonder (£6.49) is getting a makeover with new brighter, whiter paper and strong, bold marker colours. Current favourite Disney characters are coming back with a new look, while Sofia the First will also make an appearance in February. Finally, for budding
jewellery artists there is the Crayola Creations Beadola Charm maker. The TV advertised item allows children to create up to 120 personalised and unique charms. 01483 449944
What's your favourite part of Toy Fair? I always feel very proud of the work the team has done when the stand is complete and ready to receive customers. It’s also always a buzz to show customers around and get positive feedback about our brands. It’s as exciting now as it was at my very first Toy Fair as a territory sales rep for Mattel.
What's the worst part? When people want to make last minute changes to the stand – I had one boss who was (and probably still is) an absolute shocker in that department …
Early night or drinks after the show? Drinkies of course – got to be sociable and Toy Fair is too good an opportunity to miss catching up with friends, colleagues, licensors and agencies.
Hangover tip? Remember to interchange wine with water… this I could do with heeding myself, as I remember the wine but not always the water.
Where’s the best place to take clients? I think it is always good to take clients to the main awards event.
Best Toy Fair memory? While at Zapf Creation we launched a major PR initiative which included a national tour around Britain promoting the benefits of play in a very big, very pink double decker bus. To launch the initiative we had the bus inside at Toy Fair – it was quite a showstopper.
STAND NUMBER: E135
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