TOMY is celebrating ‘phenomenal sales results’ for its popular pre-school brand Lamaze.
In what the firm has billed an ‘outstanding year for the brand’, TOMY saw Lamaze sales grow three per cent throughout 2016, driven by a brand refresh, targeted marketing campaigns and celebrity endorsement.
Highlights of the past year include the launch of the first dedicated Lamaze UK Facobook page, as well as a partnership with the UK parenting website BabyCentre.
The brand has also enjoyed over £1,000,000 worth of media coverage from its successful celebrity ambassadorship programme with Coleen Rooney.
Six Lamaze characters, including Freddie the Firefly and My Friend Emily now sit within the Top 20 of the NPD’s Infant Plush category.
Building on the success of 2016, TOMY is now looking to secure its position as the number one infant plush brand by launching three new Clip and Go characters and expanding its popular gifting and activity toy segments with new releases.
Emma Fryer, head of UK marketing at TOMY, said: “After our focussed efforts to return Lamaze to growth in 2016, we are excited for what 2017 has in store.
“We’ll continue to put the full strength of our marketing teams behind the brand and support new launches to ensure we continue to lead in the infant toy market.”