Animal Planet-branded Air Swimmers secures exclusive with Toys ‘R’ Us

Published on: 22nd October 2012

Dei’s EMEA Toy Partner Wow! Stuff brokers global deal with retail giant ahead of launch of new Animal Planet range in 2013.

Discovery Enterprises International (DEI) has announced that its EMEA toy partner, Wow! Stuff, has secured a global toy exclusive with Toys ‘R’ Us for the licensor’s Animal Planet-branded Killer Whale Orca Air Swimmers.

Having already launched in the US with a subsequent roll-out from November 2012, the Animal Planet Orca Air Swimmers will be stocked in over 1,000 stores across the UK, US, Canada, Spain, France, Germany and Australia.

Further skus from the Animal Planet Air Swimmers range will include a Piranha, Clown Fish and Great White Shark. Supporting the range of Animal Planet toys will be a heavyweight pan-European TV advertising and PR campaign that incorporates online and in-store videos, in addition to a social media campaign created by Wow! Stuff’s digital and technology department. TRU will support the full line of Animal Planet Air Swimmers at retail with a full FSDU and high visibility signage.

Following the initial launch of Animal Planet-branded Air Swimmers, Wow! Stuff is extending the range into other key categories. A full line of pocket money collectables and remote controlled toys will launch in 2013, including robotic tarantulas and rattle snakes, complimented by wind-up animals and science-based educational toys. DEI is attending this year’s Brand Licensing Europe show (Stand G010) and actively seeking retail partnerships.

Ian Woods, regional director, UK and EMEA, Discovery Enterprises International, said: “It’s testament to Wow! Stuff’s innovative remote controlled product and the marketability of the Animal Planet brand that the Orca Air Swimmer has secured a global toy exclusive with one of the biggest toy retailers in the world. Wow! Stuff truly recognises that Animal Planet fulfils a gap in the market for educational toys that entertain school aged children, and we’re excited for the retail launch of its second line next year.”


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