As master toy licensee for 44 Cats, Toy World spoke to Siso Toys UK marketing manager, Mayur Pattni, on Siso’s new toy range launching in Q1.
“Rainbow’s 44 Cats is currently among the top shows across all of Nickelodeon’s platforms, including Nick Jr. and Nick Jr. Too, and has got off to a phenomenal start in each broadcast territory, with incredibly strong ratings in the UK. The recent audience split is 60% boys and 40% girls, making it a gender-neutral proposition with widespread appeal. The show went free-to-air on Pop in September and early reads are very encouraging.
Our product line will appeal to feline fans, showing off the cute characteristics of the 44 Cats bandmates. In the collectibles category, we have a range of mini figures hidden inside bright orange dustbins; each figure will retail for £3.99. There are 12 feline figures to find and collect within the first wave. We also have an assortment of eight basic figures priced at £7.99, covering each of the Buffycat band mates and their signature accessories.
Three play sets are available based upon either Lampo, Pilou or Milady. Each is themed upon that particular cat’s personality, and comes with an exclusive mini-figure and a dish of spaghetti and meatballs, the Buffycats’ favourite meal. The twin pack colour-change cats reflect the super-powers mentioned earlier and are really fun. There is also a plush line. The basic plush is 5” tall (12.7cm), while the 8” (20cm) plush have musical features.
The range will be available to view in Hong Kong, but the major unveiling will be at London Toy Fair in January. 44 Cats will benefit from a large dedicated area on our stand. Rainbow is providing massive support in building out the brand while we develop and market the toy range. It’s very much a collaborative effort, and I’m excited to see how the line is received at launch.”
To read more about Siso’s full range and marketing plans for 44 Cats in our December issue, click here.