It’s with ‘high hopes’ that Flair brings its latest collectables brand, in the form of Glimmies, to the toy scene.
Showcased at London Toy Fair in January, Flair believes that the magical characters that shine in the dark have the potential to be the next big collectable brand, tapping into a new generation of young consumers who enjoy collecting toys.
“We think it is very cute and magical and appeals to a younger consumer than Shopkins, so we feel they can sit side by side and definitely has the potential to be our next big collectable brand,” Holly Lackey, marketing manager at Flair, told ToyNews.
“We have some exciting developments to keep the excitement coming in AW17 too.”
With an extensive multiplatform campaign set to roll out throughout the year, including dioramas at retail that will allow fans to interact with a Glimmie, Flair is confident that the brand will make waves in the retail scene.
“We definitely have high hopes, and hope the kids love the Glimmies as much as we do,” continued Lackey.
“The reaction has been brilliant, everyone gets the magic of Glimmies, the fresh and unique look it brings to the market.”
Additional merchandise inspired by the brand is also planned to hit shelves with the help of Lisle Licensing who has been named the UK licensing agent for Glimmies, and it seems they have big things planned for the brand.
Gayle Tarrant, partner at Lisle International, added: “Glimmies is a fantastic award-winning brand (before it has even launched in the UK), with unique features that lend themselves well to various other licensed categories.
“The brand has had an excellent response from the licensing industry. We are excited to deliver merchandise that compliments the brand and extends the Glimmies experience for children.”