The event showcased the complete collection of Teenage Mutant Ninja Turtles: Mutant Mayhem movie toys created by Playmates Toys, and distributed by Character.
John ‘Hero in a Half Shell’ Baulch joins the Teenage Mutant Ninja Turtles team
Under the railway arches, near the bank of the Thames, Character Options created a lair that perfectly set the scene for the launch of its epic Teenage Mutant Ninja Turtles: Mutant Mayhem toy range.
The event took place on Tuesday 20th June 2023, at The Steel Yard, Moorgate, London. The team transformed the venue, delivering a Teenage Mutant Ninja Turtles extravaganza that perfectly showcased, for the very first time, the complete collection of Teenage Mutant Ninja Turtles: Mutant Mayhem movie toys created by Playmates Toys. To set the scene, not only were there live skateboard shows, a free-flowing supply of pizza and a kids’ corner, but the very first outing for all four walk around movie characters in the UK.
Verity Rushworth, Linda Robson and star of E4’s Tattoo Fixers, Sketch, were among the celebrities, influencers, industry colleagues and fans of the brand who were in attendance in the “open lair” event, all of whom took home toys from the range, just days before the global retail launch.
Mark Hunt, Marketing director, Character Options, said: “We are hugely proud to be a part of this epic Teenage Mutant Ninja Turtles adventure, working alongside Playmates Toys and Paramount Consumer Products for this iconic launch. Since we first previewed the range to our retail partners there has been a great deal of excitement in the air, and we are thrilled that it’s finally in-stores.”
Of course, Toy World also attended the launch in person, with publisher John Baulch taking the opportunity to fully immerse himself in the world of Mutant Mayhem, and auditioning to be the fifth hero in a half shell, should they need him.
“The team worked incredible hard to pull this event together,” added Mark. “I’m delighted to report how much of a success it has been.”
Linda Robson and grandchildren Betsy and Lyla attend the launch the new Teenage Mutant Ninja Turtles Mutant Mayhem movie toy range from Character Options
Katy Sorkin, VP, Europe Business Development at Playmates Toys commented: “What a fitting way to introduce the new Teenage Mutant Ninja Turtles: Mutant Mayhem toys to long-time fans and a new generation of kids. The excitement and enthusiasm for the upcoming film and Playmates’ all new toy range was infectious. As always, Paramount Consumer Products and the Character Group have put on a great event.”
Venetia Davie, vice president, Consumer Products, UK & Ireland at Paramount said: “The Teenage Mutant Ninja Turtles have captured the hearts of millions for nearly 40 years, and we couldn’t be more excited for the release of Teenage Mutant Ninja Turtles: Mutant Mayhem. The toy range redefines the meaning of epic and really embodies the spirit and energy of the film, allowing fans to truly immerse themselves in the world of the Turtles. We have some real Turtle power here with Character Options and Playmates.”
The Teenage Mutant Ninja Turtles: Mutant Mayhem toy line includes action figures, vehicles and role play toys.
The Mutant Mayhem Sewer Lair Playset was a real crowd-pleaser at the London event, with its impressive scale, fun features and multiple levels of play. Also popular was the Pizza Fire Van, which electronically fires pizza pies. But fans were most excited to see the action figure line-up, which comprises three sets of scaled figures, all based on the teenage heroes depicted in the film.
For more information about the Teenage Mutant Ninja Turtles: Mutant Mayhem toy collection, call Character Options on 0161 633 9800 or email sales@charactergroup.plc.uk.
