Company reports high volumes of orders on the back of London Toy Fair and Spring Fair from both new and existing clients.

According to the company, response to DKL’s new Bloco construction system was unprecedented, with development lines also receiving great acclaim from buyers and press alike. Hama continues to be a key sales driver for the company which is investing heavily in TV, PR and promotional initiatives to support new range introductions. Easter will see a ramped up advertising campaign for Hama including a Hama Beads TV advert which will feature on popular TV Channels aimed at Hama’s target consumer market, delivering in excess of 100 TVRs. Running alongside TV, DKL continues to support its ranges at retail with cross-channel activation including PR and social media campaigns.

David Allan, sales and marketing director at DKL, commented: “Hama Beads have been a favourite over the years, and with an exciting mix of PR and advertising we are looking forward to increasing brand awareness and bringing TV advertising back into the marketing plan. This year is going to be a very exciting time for the brand with exciting activity planned which will support all our retail partners.”

Bloco is new to the DKL portfolio, having made its industry debut at London Toy Fair. Soft, pliable and durable, the new Bloco slot-together construction system combines tactile, coloured blocks and popular character themes to bring the world of building and creating to life for ages 5+. Ranges include: pets, animals, dinosaurs and adventure and stock is available from this week.