Alpha sees success at London Toy Fair

Published on: 5th February 2020

Alpha Group UK returned to the 2020 show with a host of new master toy licences along with new additions to its in-house properties.

Alpha showed new content for its flagship pre-school animation property Super Wings. New products are being launched to support the extensive 2020 content slate airing through major UK broadcast partners Cartoonito and Tiny Pop. The pre-school property launches Season 4 in spring, with a new SuperCharged theme introducing new characters and storylines through 40 new 11-minute episodes including 2 x 20-minute specials. The range impressed retailers with refreshed best-selling lines, attractive price points and a host of new play patterns.

Recently appointed as global master toy partner for Sybo’s Subway Surfers, Alpha also unveiled its lifestyle and fashion-led toy range at the show. The line brings together street style and pop culture themes, including some exclusive digital interactivity integrated within key lines.

Alpha UK showcased introductions to its SpongeBob SquarePants master toy licence ahead of the movie release in May, with a selection of new products including plush. Alpha’s humorous line, which should appeal to kids, teens and millennials, is set to expand during SpongeBob’s 21st anniversary year.

Alpha Group has been appointed as master toy partner for Chuggington, which is under new ownership through Herschend Entertainment Studios. As the much-loved pre-school property anticipates the launch of its sixth TV series, the long-term franchise will be launching new content on both digital and linear platforms, along with an extensive licensing programme including a new toy line in 2021.

Gearing up for launch in spring/summer is U-Zoom. These pre-school vehicles power up effortlessly and can travel over 20 meters, delivering plenty of play value at an impulse pocket money price point.

Alpha is also enhancing its in house offering with the new TV supported TerraTrax RC drift cycle, which is new for autumn/winter.

Julie Ball of Alpha Group UK commented: “Our second London Toy Fair was a huge success as we showcased our growing portfolio of in-house brands along with new master toy licensed ranges which extend across a variety of categories. We have received fantastic feedback from new and existing retail partners and are well positioned for a strong and exciting year ahead.”


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