Omer Dekel, CEO of PMI Toys, shares insights into the company’s new partnership with Sony Pictures Television’s Creature Cases and explains why this collaboration is one to look out for.
After being announced as the master toy partner for the Sony Pictures Television pre-school series Creature Cases, PMI is looking forward to releasing its brand-new range of products set to refresh the pre-school licensed toy segment. In this month’s issue, Toy World caught up with PMI’s CEO Omer Dekel who explains why he believes this property is one that retailers should look out for.
Speaking on the unique features which Creature Cases has to offer, Omer discusses the importance of providing children with enriching content that combines both educational and entertaining aspects: “As a parent, whether it’s food or entertainment, I want my kids to consume ‘healthy’ things, and Creature Cases is ‘healthy’ content,” he says.
“In each episode, detective duo Sam Snow and Kit Casey work together to crack cases, armed with secret intel from their miniature contacts, the Mice Squad. The result is a show that mixes real, accessible zoological facts with seriously cool detective action and storylines that teach kids about helping others and being kind and brave.”
From a retail perspective, Omer tells Toy World readers that there is a gap in the pre-school market for a property that focuses on action and adventure, and he is certain that Creature Cases can fill the void, providing toddlers with something completely unique and different. “It’s been this way since PJ Masks, which used to dominate the category, started to fade away”, he explains.
“When I go to meetings with retail buyers in the US and EMEA, they admit there’s a gap on their shelves for this sort of property, but Pre-School buyers are wary: they’ve seen a lot of failures. Which is why the facts and figures that back up what I’m saying are so important. We’ve studied the market, and we are confident we can fill this gap.”
To read the full Q&A, which goes into much more detail and appeared in the April edition of Toy World, click here.
