Character Options celebrate retail success for Laser X

Character Options has reported an excellent performance for its infrared real-life gaming experience Laser X, with the game now being tipped as likely to be one of the most in-demand items for Christmas.

“Laser X was generating huge volume in the USA, so we brought the launch forward," explained Sophie Beard, Character Options’ brand manager. "It has exceeded our expectations. Demand is high, retailers are impressed with sell through and the online reviews are very positive. Laser X has exceptional play value; it’s extremely functional, easy to use and has impressive features which set it apart from the competition."

The laser tag game sees players blasting each other from over 60 meters away with pinpoint accuracy. Gameplay allows for an unlimited number of players so it can be played one-on-one or with the whole neighbourhood. The game hit store shelves in June, following a successful showing at London Toy Fair.

“We plan to continue our marketing drive, with activity in place to push Laser X right through to Christmas," added Beard. "TV, digital, influencer and print advertising in kids and gadget publications will continue to make an ongoing impact.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. 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 robert.hutchins@bizmedia.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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