Treasure Trove adds Horse World to its stable

Published on: 5th January 2012

Julip brand manager, Annabel-Levaux

Treasure Trove Holdings has launched a new category in its portfolio – Treasure Trove Horse World.

Horse World, which will be unveiled in detail at Toy Fair 2012, will comprise some of Treasure Trove’s existing horse-related lines plus an assortment of exciting new brands.

The category will be headed brand manager, Annabel Levaux, reporting to Treasure Trove sales director, Elizabeth Nield.

With an extensive pedigree in the toy horse arena, Annabel has been the creative force behind the Julip model horse brand for over 27 years.  Julip joins the Treasure Trove stable in January 2012, along with the US Company, Paradise Horses with its realistic and collectable horses, riders and accessories.

Elizabeth Nield comments on the launch of the new category: “Treasure Trove has developed a great deal of experience in this sector over the past three years with Breyer.  The horse-related toy market continues to be buoyant and we believe that the introduction of realistically priced model horses with added play value will boost it even further. We have been aware of Julip and Paradise Horses for some time.  Annabel has done a great job developing the Julip brand with the equestrian trade but is now ready to hand the reins over to the expertise of the Treasure Trove sales team in order to move Julip into more mainstream retail.”

“I’m delighted to be joining the Treasure Trove team,” added Annabel. “Julip is not just a hobby for me.  It is a way of life.  I have lived and breathed horses since I was young and have always been committed to developing a career that fuels my love for horses.”

The full line up for the Treasure Trove Horse World Range will be announced at Toy Fair, the British Equestrian Fair (BETA) and Nuremburg Toy Fair early in the New Year.


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