Edukie, a new launch Dutch construction toy brand from the brains behind Ban Bao is in negotiations for a UK distributor.
The business will be making its debut on the globe stage at Spielwarenmesse in Nuremberg at the end of this month, where it will be showcasing lines which includes an Angry Birds building toy line for the first time.
Across Europe, the Dutch outfit already has retail partnerships lined up for the new variety as Edukie founder and CEO Steven van Bommel taps into a network of alliances formed more than his 15 year history in the building toy market place with the Ban Bao brand name.
Having relinquished the Ban Bao brand its now Chinese owners, Bommel set up the Edukie brand to bring one thing new to the construction toy sector,” with an affordable line of building toys that even though will sit at around 25 per cent cheaper than a lot of of the large names in the sector, will present the unfaltering high quality needed in the building toy marketplace these days.”
Edukie makes its debut with the Angry Birds license ahead of the release of The Angry Birds Movie two later this year.
Angry Birds is a strong IP,” van Bommel told ToyNews. Yes, it has observed a drop-off in the years since the very first movie, but Rovio implemented a technique to make short form content material, continue to create games for the brand and now with the new film coming for 2019, we think it will hit the heights it did with the initial film.
I strongly think in this partnership with Rovio and in where the organization is heading this year and beyond.”
The announcement arrives with the recognition that the licensed toy space has been a difficult one to operate within over the final 12 months.
Every year new IP come along to take kids’ attention away from the final a single,” mentioned Bommel. The instance would be Frozen – what is going to take place with that? Will it be a great achievement like they had prior to, or will youngsters be tired with the exact same type of dolls, the same themes, just distinct outfits…
There is a various public now, children change every single two years as an alternative of each and every ten. Their requirements have changed. Are they hunting for Frozen?
The be concerned for retailers is that they have to invest in one thing, they have to buy one thing. What are they going to invest in? Either they have merchandise that are going to be a main accomplishment, or they have also significantly stock left over from what was an typical movie… For me, that is why Angry Birds was my option.”
For now the line will be showcased at Nuremberg’s toy fair with talks for UK distribution nevertheless ongoing. The industry remains higher on the firm’s agenda who remains undeterred by speak of Brexit but fuelled by exactly where Edukie will be n the marketplace 12 months down the line.
We are a completely new business launching to the public at Nuremberg. Next year we will surprise individuals with what we have, the new IP we have and the direction in which we will be going,” stated van Bommel.