Danger Mouse to boost Jazwares to biggest year to date in UK

One of fiction’s most heroic rodents, Danger Mouse will be helping toy firm Jazwares to its biggest year to date on UK soil.

The company that has shot to success in recent years thanks to hit lines from Minecraft and Terraria has declared that Danger Mouse will not only be a major launch in the firm’s 2016 stable, but a major player in the boys’ category, too.

As master toy partner, Jazwares will be launching a range of Danger Mouse toys spanning collectables, vehicles, play-sets, role- play and plush, and with the rebooted animated series currently ‘blowing boys’ TV ratings away,’ the firm is expecting demand to be huge.

“The reaction from retail has been amazing,” Jonny Taylor, UK MD at Jazwares, told ToyNews. “Danger Mouse is going to be a major brand for us in the UK when it launches, and based on the strength of our portfolio going into 2016, we expect it to be our biggest year yet.”

Working together with Fremantle Media Kids & Family Entertainment and BBC, Jazwares has developed new lines based on the show’s cast of iconic characters, including Danger Mouse, Penfold, Baron Greenback and a plethora of villains arriving in the new series.

“We are thrilled to be working together with Fremantle Media and the BBC on such an iconic brand,” continued Taylor.

“Becoming master toy partner on Danger Mouse really highlights Jazwares’ commitment to establishing and growing its UK business.”

Danger Mouse will mark a first for Jazwares next year as the toy company focuses its attention firmly on the UK market and driving the growth of its domestic business.

“Many of our current brands are global, but Danger Mouse’s initial strength lies in the UK, which is where we are launching the line,” commented Taylor.

“We will roll out globally as the TV series launches across various markets. But launching in the UK makes this a special brand for the UK team.”

As the firm approaches the end of its first full year as a UK domestic business, expectations are high that Danger Mouse will help propel the business to its biggest year to date when the toy line launches during 2016.

“The TV show is blowing current boys’ TV ratings away across the board and by the time the toys hit the market, we are confident that there will be a huge pent up demand,” explained Taylor. “On top of that, we are expecting great support across the entire range. What’s made this fun is that many of the retail buyers have grown up with Danger Mouse, so there is incredible excitement.

“Our initial launch will be in toy specialists in spring 2016 before we roll into the mass market for autumn/ winter, when we will naturally be adding to the toy line.”

Across Jazwares’ portfolio, Minecraft and Terraria remain very strong performers for the firm, while its recent Tube Heroes action figure line inspired by some of YouTube’s biggest stars is reportedly ‘going from strength to strength.’

Now, with a strong marketing campaign surrounding the new addition spanning TV, PR and trade marketing, Jazwares is looking to ensure that Danger Mouse sits as a core line among its UK plans.

“BBC and Fremantle have done an amazing job with the reboot, capturing the magic of the original while bringing it up to date and we have worked hard to ensue that is reflected in the toy line,” Taylor added.

“We have a great overall line-up at Jazwares and Danger Mouse is certainly core to our 2016 plans.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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