The company’s Real FX brand is behind the globally best-selling, multi-award-winning Baby Blue dinosaur and Harry Potter Invisibility Cloak.
British toy innovation company Wow! Stuff is set to launch an array of new Real FX toys aimed at kids but also adored by adults into the Robotic/Interactive Playmates class, part of the Youth Electronics supercategory. The news comes following the success of the company’s Jurassic World Real FX Baby Blue, a best-seller at retailers in the UK, France and the USA. The company is just weeks away from launching its latest product under the Real FX brand, which promises to be just as exciting and innovative as its predecessors.
Wow! Stuff’s CEO, Richard North, commented: “We’ve always been driven by innovation. That’s how most brands originate and become leaders, often by creating the category itself. It’s actually been difficult to pigeonhole the category that Real FX plays in best – perhaps it’s actually the first brand in a newly developing category of ‘Realistic/Feels Alive’ toys – but for now it appears Robotic/Interactive Playmates is where it sits. Our original Real FX item was an AI (Artificial Intelligence) race car set that sold over $45m at wholesale in its first year, followed by the Harry Potter Invisibility Cloak. Our positioning for these products has always been ‘as realistic as it can be outside of the real thing!’. For example, as a toy, and in the hands of a seven year old, Real FX Baby Blue must feel like the most realistic dinosaur in 65m years.”
To signify and authenticate a Real FX toy, the packaging sports either a black and silver, or purple and silver, brand insignia along with a distinctive holographic emblem.
According to NPD, Wow! Stuff has doubled its sales in the last 12 months, a strong performance Richard says makes the timing right for a ‘fresh, innovative entrant into a category that is growing strongly across global markets’. He added: “The positioning of Real FX is distinctive and unique. Its mission is to ‘Look Real, Feel Real, Sound Real’ – something the scientists and developers at Wow! Stuff pride themselves on. It’s also important to us that older kids and adults appreciate the realism in a Real FX product. With the older age groups engaging, it helps that Real FX toys also lend themselves to being used for performances across social media platforms. Above all else, we want a Real FX toy to be the one consumers remember most, evoking the most special memories well into adulthood.”
Jurassic World Real FX Baby Blue is in the running for the soon to be announced TOTY (Toy Of The Year) Consumer Award and has recently won the Made for Mums Editors Choice Award, The Independent Toy Awards, Influencers Choice at the BlogOn awards and The Mojo Play Creator Design Award, plus many more.
