Alyss Toys expands portfolio

Published on: 9th May 2013

Alyss Toys has been granted the exclusive distributorship of mic-o-mic, developed and manufactured by German-based Schaefer Toys.Alyssmicomic300

The mic-o-mic concept is not new to the UK market, but the packaging has been entirely redesigned to reflect the premium quality of the brand. Each mic-o-mic model is now encased in a smart black litho-laminated front opening box, displaying graphics and images of the finished models contained within. The top flap can be lifted at the point of sale, enabling consumers to view the component parts which are encased in a tray and covered with a tamper proof protective die-cut plastic cover. The inside box flap is printed with clearly laid out written instructions and diagrams for the model build. The UK mic-o-mic range will launch this month.

The mic-o-mic range will sit alongside brands such as Plastwood Magnetic Construction, Bilibo, Quercetti, Safari, Plasmacar and The Orb Factory Sticky Mosaics. An educational designer toy, targeting the individual abilities and skills of children, each mic-o-mic  kit comprises individual textured parts which are connected by pins and clips to create colourful models including helicopters and sailing ships.

Elizabeth Nield, sales director at Alyss Toys, said: “The new packaging really raises this range’s game. When customers see it, they will instantly recognise the quality of craftsmanship which extends from the product right through to the packaging. Our initial targets are premium independent establishments and we intent to build the brand steadily but surely, learning from the tactics employed by US distributor International Playthings who is enjoying great success with mic-o-mic in the States.”

If you would like to receive the latest toy trade news straight to your inbox, please enter your email address in the subscribe box above; you can also follow Toy World on Twitter and Facebook and request a print subscription here.


Friday Blog

On a positive note…it’s the Friday Blog!

Rainbow High welcomes six new dolls

More new roles added to Toy World’s recruitment section

Zombie Kittens wins Best Variant award at UK Games Expo

Obituary: Bob Simpson

Consumers urged to ‘shop small’ for Independents’ Day Weekend

Mighty Jaxx showcases collectibles at Silverstone F1

The July issue of Toy World is out now

BTHA presents Golden Teddy Award to Tim Hall

Gabe Hicks appointed senior game designer at Steamforged Games