NEWS
Flair predicts Xeno will be sell out success in 2015
The new line of baby monsters represent a “massive step forward to toy technology”
He added: “We’re even
more proud of the fact that this is a home grown product which has been received so well.” Aldridge stated that
Xeno represents a “massive step forward to toy technology” and boasts over ten emotions and 40 eye expressions. With such a wide range of
features, Flair isn’t holding back when it comes to its marketing drive for Xeno. “For our most exciting
product release we are employing our most exciting marketing campaign to date,” Aldridge told To
yNe ws. “Clearly there will be a By Billy Langsworthy
FLAIR IS confident it has a hit on its hands with the robotic pet, Xeno. Xeno, which launches this summer, can sing, dance, play games and interact with a special app, and Flair believes it won’t take long for the baby monster to make its mark on the UK market. “At the moment, the youth
electronics/robotic pet category is really hot so it seems like great timing for
our interactive monster to be released into the market,” said Flair’s marketing director Nic Aldridge. “We are quietly confident
that we can do a great number on Xeno and certainly in our first year we will have limited capacity. “The reaction from
retailers has been fantastic so we’re predicting a sell-out success for 2015.” Xeno was concieved in the UK, and it’s a factor that Flair is proud of.
huge amount of TV support as this really drives high awareness quickly, but we will be working on an engagement campaign which covers most areas of the marketing mix. “The objective has been that wherever or whatever children are doing there is an opportunity for them to learn more about their cheeky, interactive baby monster whether they’re watching TV, surfing the internet, tuning into YouTube, in the various app stores or reading a magazine.” Flair: 020 8643 0320
Doodle Bear and Frozen to fuel strong Q4 for Trends UK
By Robert Hutchins
TRENDS UK is looking towards a strong Q4 this year with an “exciting portfolio of products,” including a new Disney’s F
concept and popular among kids and parents who love soft toys and creativity. “We are delighted to be able to offer exciting high profile brands and licences such as Disney’s F
rozen range and arts and
crafts plush Doodle Bear. The UK distributor
has already enjoyed a positive response to its new lines, and following the blockbusting success of the film F
rozen, is
expecting the range to be a big hit with fans. The Just Play Disney
Frozen collection features a Pull A Part Olaf, talking Olaf, Sven, Anna and Elsa plush and the Frozen Sing Along Boombox. Meanwhile, Doodle Bear is a revamped take on the classic ‘colour-me-in’ teddy bear, aimed at pre-schoolers by combining arts and crafts with plush characters. “The Just Play
Disney Frozen range encapsulates the characters beautifully,” said Nicola Erskine, marketing executive at Trends UK.”
“Doodle Bear,
meanwhile, continues to be a strong
UK a “big and important market” for Sabertron Foam swords that caused a stir on Kickstarter are to launch in the UK in 2015
By Billy Langsworthy
SABERTRON, a foam sword with electronic scoring, recently smashed its Kickstarter goal and is looking to enter the UK market next year. The swords, from US firm Level Up, can distinguish sword-to-sword hits from body blows and its Kickstarter campaign raised $233,852 from an initial goal of $50,000. David Lynch, founder and
CEO of Level Up, has seen the UK back the product and
06 July
he now plans to launch the swords over here in 2015. “We have seen a lot of
interest from the UK, so it is a very big and important market for us,” Lynch told T
oyNews. “We have always
believed that Sabertron would be a big product, maybe even a household name. But now we have heard people in the toy distributor industry tell us the same thing. That really excites us. “We know that this
product is very unique and
different than anything else out there. The additional accessories planned in the ‘Sabertron system’ will allow repeat sales for a large and popular product line.” Lynch credits Kickstarter as not only a great means of raising funds, but also an effective way to boost awareness of an idea. “Kickstarter is marketing that pays for itself, and then some,” added Lynch. “We got a lot of attention to our product, all without actually putting
the product into production. It is a great way to validate the idea before production.” Level Up is in the
final round of QA testing before the swords ship out to Kickstarter backers in the US in time for Christmas.
The team will start looking for a UK distributor in 2015. Sabertron:
Sabertron.com/ contact/
www.toynews-online.biz
Doodle Bear.” Joining the Doodle Bear
in Trends UK’s endeavor to keep kids creative is its newly launched Glitza Tattoo and Colour Me Mine bags. “We have had a lot
interest across the board with these brands,” continued Erskine. “And with an exciting and
growing portfolio, we are looking forward to a very strong Q4.” Trends UK: 01702 208 175
rozen and
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