Character Options unveils major building project!
Character Options has unveiled plans to enter the Construction Toy Sector with the launch of a brand new licensed based range called Character Building.
The first products will be released in time for Easter 2011 with unique new figures and play-sets featuring characters from both Doctor Who and H.M Armed Forces. This will see both properties enter the construction toy market for the first time.
The Character Building range will include 3D micro-figures that will be brought to life with sculpted facial features whilst play sets will be uniquely tailored to both licence and theme.
Also distinctive to the Character Building range will be the use of texture on some of the building blocks, whether it be sleek and smooth
edges of a spaceship or helicopter, or the rough edges of a rock face. This will be pivotal in recreating each environment providing a much more natural look, but still allowing easy construction play.
Jon Diver, Character Group’s Joint Managing Director, commented: “This new project represents a major investment for us and we are delighted to be increasing our Doctor Who and H.M. Armed Forces portfolios. In doing so we will also be supplying a new option to the child constructor, who will now have the choice of a construction toy that has all the excitement and appeal that the licenses brings with them.
“In addition to the investment in product development, our commitment will also include a comprehensive and fully integrated launch plan across all media platforms. Heavyweight TV will be complemented by a boy's print campaign, the launch of micro site, social media, promotions and national media activity , all in time for Spring, which also coincides with the TX of the new Doctor Who Series 6,” Diver added.
Richard Hollis, Head of UK Licensing at BBC Worldwide said: “We are delighted to build on our existing relationship with Character Options. We’ve worked successfully with them in the past and the quality and imagination they put into their toys is outstanding. This new venture offers the perfect play pattern for Doctor Who fans and opens up a fascinating and innovative genre. We believe that this is a fantastic new project and we’re really excited to see how popular these toys will become”.
Simon Greswell from IMG, licensing agents for H.M Armed Forces, commented: “The new Character Building toys will fit perfectly with the growing H.M. Armed Forces property and will create the opportunity for children to build and command their own forces.”
The entire range from the new Character Building collection will be exhibited on the Character Options stand at Toy Fair.
Social Links