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NEWS


Asobi steps up a gear with first electric toy line, DMX Racer


Launch campaign marks distributor’s first foray into TV advertising


By Robert Hutchins


‘Excellent’ year on the cards for Mega Brands


First Builders sales up 19 per cent in 2013  Licensed construction exceed expectations  More to come in 2014


By Samantha Loveday


MEGA BRANDS is expecting another ‘excellent’ year in 2014, having enjoyed stellar success with its Mega Bloks First Builders and licensed construction ranges in 2013. The firm grew its market position from 14th to 12th last year, mainly driven by a strong performance from the Mega Bloks First Builders brand. Not only were sales up 19 per cent, Mega Bloks increased its number one market share in junior construction and enjoyed a record-breaking year with its First Builders 60 Piece Building Bag. In addition to this, Mega


Bloks Thomas & Friends saw sales increase over 200 per cent between October and December 2013, compared to 2012. The Call of Duty Collector Construction sets range – launched at the end of the year – also exceeded all expectations and was the fastest growing construction property for November/December. Now, Mega Brands is looking to further build on this in 2014. In its pre- school collection, Mega Bloks First Builders has welcomed new additions for spring including the 123 Learning Train, Learning Cubes and Build n Splash Bath Blocks, and this will continue with new product development for the second half of the year.


06 March


ASOBI IS expanding its portfolio with its first electrical toy, DMX Racer. The battery-powered slot cars will launch this June with a campaign also marking the firm’s first foray into TV advertising. DMX Racer uses infra-


red technology to control and race the vehicles around the track, allowing players to change lanes at any point in the race. But despite the shift to the electrical toy market, Asobi insists that ‘providing inspiring toys for children’ remains at the core of the business. Thierry Bourret, Asobi MD, told ToyNews: “The ethos of the DMX Racer is


DMX Racer cars can change lanes at any point on track.


still very much in line with Asobi’s mission to provide high quality gifts. “While it isn’t a slow toy, that doesn’t mean it isn’t a great toy. It is very different from the rest of our portfolio, but it is a high quality gift that is a fantastic toy for family time. Family and quality are two of our most important values.” Asobi: 01628 200 077


Mattel launches Hot Wheels


The Call of Duty Collector Construction range was the fastest growing construction property for November/December.


Mega Bloks Junior


Builders aimed at ages two and upwards also arrives to bolster the offering while for Mega Bloks Thomas & Friends, there will be new Tale of the Brave tent pole tie-in items arriving soon.


with interchangeable armour, while the buildable Call of Duty line with its detail and sophistication will be bolstered with Mob of the Dead and the Zombies TranZit Farm and Heavy Lift Copter.


With our unique portfolio, our aim for 2014 is to drive the growth in junior construction.


Peter Fuller, Mega Brands Mega Bloks Barbie will


see refreshes with ‘building blocks’ inspired packaging and further opportunities to collect even more figurines and accessories to create the ultimate Barbie world. New items, themes and play patterns will be introduced for AW. New buildable vehicles


and play-sets will arrive for Mega Bloks Halo alongside new micro action figures


“Our portfolio is unique


and offers something for everyone,” Peter Fuller, European marketing manager at Mega Brands, told ToyNews. “Our aim [for 2014] is to drive the growth in junior construction as we did in 2013. With our new ranges and products, we are very optimistic that we will do this.” Mega Brands: 01844 350 033


Catch the Gold Car campaign Purchase ten Hot Wheels die-cast cars and receive limited edition gold car


By Robert Hutchins


MATTEL HAS launched its latest Hot Wheels campaign called Catch the Gold Car, aimed at driving the collectability around its new Go For It brand messaging. Fans of the miniature


vehicles can now purchase ten Hot Wheels die-cast cars from any of the four themes: City, Race, Off-Road and Workshop to claim their free limited edition golden car.


The campaign - running


until July 31st this year - is being supported with an extensive marketing programme including TV advertising and a


partnership with a leading


boy’s website featuring an interactive digital game. Further activity includes a digital puzzle-based competition, creative print advertorials with key magazines and a collector poster. Wendy Hill,


director of customer marketing and


brand


communications, Hot Wheels, told ToyNews: “2014 is


an exciting year for Hot Wheels with great


products, epic storytelling and thrilling experiences.” Further activity is


expected to be announced throughout the year. Hill concluded: “The


Catch the Gold Car campaign is just the first initiative for the brand.” Mattel: 01628 500 000


www.toynews-online.biz


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