NEWS
‘2014 is the year of the Razor Ride-on’
Re:creation has high hopes for new Crazy Cart after success at UK and US toy fairs
By Billy Langsworthy
RE:CREATION’S RAZOR Crazy Cart won a Toy of the Year award at New York Toy Fair, and the firm believes this will boost its chances of success in the UK. The Crazy Cart arrives in the UK in late summer, and has enjoyed positive press in the US, appearing on the likes of Ellen, Bloomberg and Fox News. “Crazy Cart winning Outdoor Toy of the Year in the US is undoubtedly an awesome achievement for the product,” Katy Fletcher, brand manager at Re:creation, told ToyNews. “The awards are known as the ‘Oscars’ of the industry and to be voted top of the category, is a huge achievement for Razor and Crazy Cart. “Toy of the Year is well
recognised in the UK, manufacturers aspire to win an award of this calibre and it’s a great seal of approval that we utilise to pass on to our retail partners and the end user.” Re:creation is ensuring
Crazy Cart is well backed in the UK with an extensive marketing campaign, and it has even been approached by TV shows wanting to use the product. The creator, Ali Kermani, was recently in London promoting the Cart. Fletcher continued:
“Re:creation has a strong marketing plan in place in the lead-up to this Christmas. This will encompass not only Crazy Cart, but Razor’s entire market leading electric ride-on and scooter portfolio. This will make 2014 the year of the Razor electric ride-on/scooter
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K’Nex kicks off marketing push
By Samantha Loveday
THE K’NEX UK relaunch has got off to a flying start, with the firm planning to kick off its marketing push, including a new 2,000 TVR TV campaign from July. No one who paid K’Nex a visit at London’s Toy Fair could have missed the ‘Exoskeleton’ constructed of K’Nex. Not only was this a demonstration of the scale of building possibilities the system offers, but also a focal point of the brand’s marketing programme, as it features in the new TV spot. “Our marketing campaign creative is designed to inspire children and embrace the
open-ended creativity that is possible with K’Nex,” Alison Hubbard, K’Nex UK’s head of marketing, told ToyNews. “We’ve taken a new humorous but aspirational approach to our new TV creative and the Exoskeleton creates an eye-catching focus.” The 360-degree marketing programme also features partnerships with third parties
including the Bloodhound SCC project.
The tie up will also see K’Nex attempt a number of Guinness World Records of its own. The company is also
keen to work with retailers through engaging displays. K’Nex: 0118 925 3270
Nuremberg’s British pavilion exceeds expectations
by Samantha Loveday
Winning Outdoor Toy of the Year is an awesome achievement. Katy Fletcher, Re:creation
and help boost sales across range. “Crazy Cart was in Toys R Us’ top toys for Christmas 2013 and we’ve been inundated with enquiries from consumers asking for UK availability.
“Crazy Cart is a true media darling too where we have been contacted by some major UK TV programmes to have it featured. Watch this space.” Re:creation: 0118 973 6222
THE BRITISH pavilion at this year’s Spielwarenmesse show proved a hit once again, with many firms which took part saying it exceeded expectations. The pavilion had 34 UK companies exhibiting, with a further 66 companies in other halls. Of those 34, 29 have so far confirmed that they will be returning in 2015, with the pavilion also having a waiting list and existing exhibitors wanting to increase their current space allocation. “Based on the feedback
so far, 2014 met and in some cases exceeded UK company expectations,” said Stuart Whitehill, account director for the overseas fairs division at UKTI.
The design of the
pavilion was also well received by exhibitors, with many saying it made the stands look more open and inviting. Whitehill is now looking at new designs and hopes to have this ready for the launch in May. As for any further
changes to the pavilion, an increase in space is top of the wish list. “I would dearly love to
have more space, but this is going to be a tall order, especially as Hall 12.0 has the longest waiting list of all the halls at the show,” Whitehill continued. “The pavilion works well and the mixture of companies from the toy/eduplay/hobby and craft sectors works well.” UKTI: 01564 784999
March 09
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