New additions planned in Animagic, Vet Squad, Crayola and Ryan’s World ranges, plus Love Diana launch.
Vivid is gearing up for a host of new launches in the preschool space for the first part of 2021, covering everything from YouTube success stories through to the evergreen Crayola.
To begin, the company is welcoming a new family to its Animagic range – gorilla duo, Tiki & Toko, which have over 100+ different sound and movement sequences.
The Vet Squad brand – which reached over 44 million impressions from a recent marketing campaign – will see a HQ Play-set launch for autumn/winter, joining the range of figures, vehicles and other play-sets which focus on perennial nurture and care play patterns.
The HQ Play-set will be Vet Squad’s largest scale to date with two levels of play, plus lights and sounds to help bring adventures to life.
Vivid will be launching the Love Diana range with a focus on four key categories – collectables (including articulated mini figures of YouTube star Diana and her brother Roma among others), play-sets, dress-up/role-play and cosmetics.
The Diana fashion dolls will also be given a series two refresh later in the year, with new outfits and accessories.
The evergreen Crayola range continues to be a hit with preschoolers, with new lines including a new play park for the Washimals pet’s series, plus Spin N Swirl Oscar – starring Oscar the Octopus who acts as the child’s drawing buddy.
A new Super Sand range is also due to launch from the company.
Finally, Ryan’s World continues to go from strength to strength, with the Ryan channels notching up over four billion UK lifetime views (YouTube data, October 2020). Vivid’s retail sales are also up 10% YTD and the brand is holding its own as the number three property in the Preschool Toys category (NPD YTD data, Aug 2020).
Off the back of the overall brand success, Vivid is launching a range of new product for 2021. Ryan’s World Tour is a key new brand initiative, with a product range based around Ryan and his adventures learning about different countries all over the world.
The core of the range focuses on its collectability with single figure Mini Globes, two figure blind bags and a six-pack of figures allowing children to build their collection. Vivid is also confident that the World Tour Globe is set to be a winning key line for the theme.
In addition to the new World Tour range, the core range of product will be bolstered with new series on all the key collectables including Series 7 of Mystery Figures, Mystery Putty and Mystery Squishy Figures, which sold over 600k pcs combined in 2020 YTD. Additional refreshes will be introduced across the range, with the company promising some big new news coming for AW21.
