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Edukie eyes UK distribution for its Angry Birds construction toy line

Edukie, a new launch Dutch construction toy brand from the brains behind Ban Bao is in negotiations for a UK distributor.

The company will be making its debut on the world stage at Spielwarenmesse in Nuremberg at the end of this month, where it will be showcasing lines including an Angry Birds construction toy line for the first time.

Across Europe, the Dutch outfit already has retail partnerships lined up for the new range as Edukie founder and CEO Steven van Bommel taps into a network of alliances formed over his 15 year history in the construction toy market with the Ban Bao brand name.

Having relinquished the Ban Bao brand its now Chinese owners, Bommel set up the Edukie brand to “bring something new to the construction toy sector,” with an affordable line of building toys that while will sit at around 25 per cent cheaper than many of the big names in the sector, “will present the unfaltering quality needed in the construction toy market today.”

Edukie makes its debut with the Angry Birds license ahead of the release of The Angry Birds Movie 2 later this year.

“Angry Birds is a strong IP,” van Bommel told ToyNews. “Yes, it has seen a drop-off in the years since the first movie, but Rovio implemented a strategy to produce short form content, continue to develop games for the brand and now with the new movie coming for 2019, we believe it will hit the heights it did with the first film.

“I strongly believe in this partnership with Rovio and in where the company is heading this year and beyond.”

The announcement arrives with the recognition that the licensed toy space has been a challenging one to operate within over the last 12 months.

“Every year new IP come along to take kids’ attention away from the last one,” said Bommel. “The example would be Frozen – what is going to happen with that? Will it be a great success like they had before, or will children be tired with the same kind of dolls, the same themes, just different outfits…

“There is a different public now, children change every two years instead of every ten. Their needs have changed. Are they looking for Frozen?

“The worry for retailers is that they have to invest in something, they have to buy something. What are they going to invest in? Either they have products that are going to be a major success, or they have too much stock left over from what was an average movie… For me, that’s why Angry Birds was my choice.”

For now the line will be showcased at Nuremberg’s toy fair with talks for UK distribution still ongoing. The market remains high on the firm’s agenda who remains undeterred by talk of Brexit but fuelled by where Edukie will be n the marketplace 12 months down the line.

“We are a completely new company launching to the public at Nuremberg. Next year we will surprise people with what we have, the new IP we have and the direction in which we will be going,” said van Bommel.

About Robert Hutchins

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