TOMY gears up for ‘huge year ahead’ with Toomies rebrand

TOMY is gearing up for a ‘bumper year ahead’ as it unveils a new brand identity for its hit toddler bath range, Toomies.

The new range will leverage on TOMY’s reputation, innovation and 90 years’ experience in the toddler and bath sector. The range will also be supported with an integrated marketing strategy, new launches and packaging.

Each toy in the range will feature quirky characters and surprises, specially designed to celebrate the joy of play while encouraging playtime between children and parents.

TOMY reportedly dominated the bath category last year with its best selling Foam Cone Factory that generated over £1million in its first full year and contributed to 22 per cent growth of the category.

Looking ahead, TOMY has outlined its plans to continue to further its success as the number one retailer in the bath category with three new feature rich toys including Bubble Blast train, Spin and Splash Jelly Fish and Sandy the Sea Lion.

TOMY Toomies will be supported with a 360 marketing plan with support across digital and social channels, TV and online video, in-store merchandising initiatives and eye-catching display units to support six new product launches and the rebrand.

Camilla MacQueen, brand manager, TOMY, said: “We are thrilled to unveil the new TOMY Toomies branding in 2017, which captures the hands on fun at the heart of TOMY toys.

“Children naturally learn and develop through play, so we will continue to focus on fun and feature rich toys that encourage shared play and keep kids playing and engaging longer.”

About Robert Hutchins

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

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