146 SHOW GUIDE TOY FAIR 2012 MY TOY FAIR
Andrew Welch, Product Manager
Favourite part? Unplugging the hoover, finishing set-up and seeing the stand look great.
Worst part? Breakdown of the stand at the end of Toy Fair.
Early night or drinks after the show? Drinks.
Hangover tip? Swig of Lucozade.
Best Toy Fair memory? I have two - seeing Ben 10 Action Figures pick up Toy of the Year in 2008, and seeing the buzz around Thundercats last year. The excitement around this brand was fantastic.
BANDAI
Ben 10 has an all-new look for 2012, with a new packaging style guide which brings all of the Ben 10 products together. The toy line will include new items from Ultimate Alien and refreshed assortments of the core figures, vehicles and role-play lines, as well as the re- introduction of key products from the original Ben 10 series. Also being released are low priced mini figures packaged in blind foil bags. Planned for an August release will be
Bandai’s new toy range for Ben 10: Omniverse, with the new TV series launching on Cartoon Network in September. Each of the 10cm alien figures comes with a mini figure accessory which links in with the Omniverse Omnitrix. The new 15cm figures each have a sound function and can link in with the Omnitrix Touch – the higher priced Omnitrix with a touch- screen and light and sound features. Rook is Ben’s new mentor in the TV series and he gets his own vehicle. The Plumber Base is also an integral part of the show and the play-set features light and sound action and will interlock with three mini playsets to create a large- scale base. Bandai will support these key items with a strong TV advertising plan throughout autumn/winter 2012. Power Rangers Samurai continues in spring/summer 2012 with refreshed assortments of the 10cm figure range, Disc Cycles, and Zord Vehicles being launched. The key role-play Samurai Spin Sword, Samurai Morpher and Samurai Mega Blade continue, along with the Samurai Megazord.
FEBRUARY 2012 Launching from July will be Bandai’s
Power Rangers Super Samurai range to complement the forthcoming series on Nickelodeon. As well as new figures, cycles and role-play, key items include the 16cm Chest Morphin Figures, the Samurai Black Box Morpher and Battle Gear Gloves and Samurai Masks. The 16cm Chest Morphin Figures rotate and change from Samurai to Super Samurai mode at the push of a button. The Black Box Morpher is the new morpher seen in the Super Samurai series; kids can load the disc and activate sounds from the show. Also new are Battle Gear Gloves and Samurai Masks. Bandai will create new TV spots to support these items throughout autumn/winter 2012. Bandai's ThunderCats toy line includes 10cm with the magnetic powered Thunder-Lynx system, which activates light or sound in the vehicles and playsets throughout the toy range. Other figures include 15cm and collector figures from the original ThunderCats series. The Thunder Racers and Lizard Cannon are new vehicles, which each include a figure and function, and the ThunderTank includes a Snarf figure. The deluxe Sword of Omens has extending blade, light-up ThunderCats logos and phrases and will be advertised along with ThunderTank during December, with additional TV advertising across the ranges.
Articulated ThunderCats mini figures
will arrive in April and Series 1 will include 12 mini figures. Following the successful launch of the Pokémon Black & White Nintendo game last year, Bandai has seen sales of the character figures from the Unova universe go from strength to strength. New figures are being introduced, while there will also be new Twister figures to battle with throughout the year. A new Pokédex will also be available. New to the world of Harumika is a
miniature version of the dress form. Petite Harumika gives girls the chance to design outfits on the go and take their creations with them. Each set includes a
D35
7cm dress form on a key chain with a stylus tool, one piece of material, four accents and a sheet of gem stickers. Spring sees the introduction of new sets to both the Style Starter and Designer Dress Form assortments as refreshed themed fabrics are brought into the collections. For the autumn, a new Pop Diva set will be launched to inspire girls to recreate some of the outfits worn by their favourite pop stars, and the Bridal Collection will be refreshed to feature a Caribbean honeymoon theme. The creative range will be supported throughout the year with TV advertising and Bandai will continue to invest in demonstrations. After a successful return to the art and
craft market, Badge It continues to be a popular purchase for creative youngsters. With the 30-badge refill pack also available, there is no excuse for anyone to run out of any of the parts. Badge It will be TV supported at key times in the year and will feature in Bandai’s demonstration programme. For pre-schoolers, Noddy and his friends will be enjoying some ‘Adventures at Sea’ in the new theme for 2012. A new Noddy Water Rider vehicle will be introduced which children can use in the bath, and this will sit alongside the existing range of collectable plush characters, Noddy car play-sets and role play items.
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