Animate It! crowned as Toy Fair highlight

Published on: 8th February 2012

Animate It! Morph Edition was launched at Toy Fair and Spring Fair

Cheatwell Games launched its new product Animate It! Morph Edition at London’s Toy Fair and Spring Fair this year.

Developed in association with Aardman Animations and endorsed by Nick Parke, creator of Wallace & Gromit, the product has been selected by the Guardian in the top five highlights from Toy Fair.

Ryan Collins, head of buying at Firebox, said: “Technology and creative play are key toy trends for 2012 – which is why Firebox loves Aardman’s Morph Animate It! It’s a great way to turn your imagination into reality, whilst learning how animation works at the same time.”

In February Animate It! Morph Edition will be available from retailers, such as Firebox, Amazon and It will be stocked by grocers from April; so far this includes Tesco Direct, Toymaster, AIS and The Science Museum.

The product comes with a software to help develop your own stop animation game, which is compatible with Macs and Windows, a tutorial video and 26 episodes of Morph. Flexible moulds and clay are included to create characters, and a ‘green screen‘ background gives you a choice of pictures.

Rob Eatwell at Cheatwell Games says, “We were delighted with the reaction from retailers at Toy Fair who felt the product was innovative, easy to use and offered great value for money at £29.99. Many people were also just excited to see Morph back in the spotlight!”




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