The company will showcase the glow in the dark plush range at the Toymaster May Show next week following the UK distribution deal.
Dream Beams, from Happy Line Toys, are cute, plush glow in the dark characters, each given added collectability with imaginative back stories from a Dream Beams World.
The partnership kicks off with the first wave on show at the Toymaster May Show, which runs in Harrogate from 17th-19th May. and they will be available for delivery from this month. One for Fun will work closely with Happy Line Toys to create constant interest with new developments being brought speedily to market.
Dream Beams World is full of colour, hope and happiness and each Dream Beam character has its own personality. They are designed to be cuddly companions 24/7 with their glow in the dark capability and even glow differently. Every Dream Beam has its own talents, such as singing, dancing or swimming – and some of the Dream Beams even have superpowers.
All the Dream Beams have the same single mission: to let every child have a good night’s sleep and sweet dreams, by providing emotional support and an opportunity to release stress by giving a multi-sensory experience – through cuddling, squeezing and providing comfort through the glow in the dark feature. Each new wave is related to the existing ones within Dream Beams World ensuring continuity.
David Mordecai, CEO of One for Fun, commented: “Plush is an important category for us and one that is growing. Dream Beams represent excellent value for money, with consistent variety, USPs and imaginative back stories to fire and refresh consumer interest. We are delighted to have secured the majority rights for the UK.”
Matias Ramdohr, CEO of Happy Line Toys, said: “For us, Dream Beams is top priority within our brand portfolio, because plush is one of the most important categories that offers emotional support for child development. We are pleased to announce this new partnership between us and One for Fun; the company’s reach and experience is the perfect fit for Dream Beams to ensure the success of the brand in the wider UK market.”
Matias Schiro, Chief Marketing Officer of Happy Line Toys added: “We will be working closely with One for Fun to deliver a strong and memorable marketing campaign to support the UK launch of Dream Beams. Watch this space.”
The first wave of Dream Beams will include the 18cm core product and be complemented by 30cm versions of Dana the Dinosaur and Pablo the Pegasus. Attractive CDUs displaying the core Dream Beams range are available in a CDU of 12 and a FSDU of 48.