ITV Studios Global Entertainment has named Bandai as the UK distributor for its new Thunderbirds Are Go toy line.
The product line will be produced by Hengxin Shambala Kids Cultural Industry Development, its master toy partner in China. Distribution will be managed by Bandai UK.
Thunderbirds Are Go is the hit action TV series, currently in its third series with season three continuing in 2019 in the UK, with multiple markets to follow.
The first nine episodes of season three reached 1.4 million kids in the first run in the UK, with the broadcast platform rollout of further new episodes set to support the launch of the new toy line in AW19.
The new toy line consists of collectables, action figures and vehicles which encourage imaginative rescue roleplay and interaction between the characters and their craft.
“Both HSK and Bandai are the ideal partners to help us bring the new Thunderbirds Are Go toy line to market”, said Steve Green, EVP kids content and distribution at ITVS GE.
“This innovative and exciting new range puts a fresh spin on the brand, and the line will be supported by premiere episodes of the series that are truly the best to date.”
“Thunderbirds is an iconic brand with a phenomenally important place in the UK market,” comments Nic Aldridge, managing director, Bandai UK.
“We’re only too pleased to continue growing our existing relationship with both ITVS GE and HSK. With strong broadcast support from ITV and stellar product development from HSK, we’re confident the range will appeal to consumers already familiar with the brand, as well as a new generation of fans.
"We’re looking forward to showcasing the innovative product range at London Toy Fair.”
Jeff Wen, General Manager at HSK, concluded: "We are delighted to partner once again with ITVS GE as global manufacturer of Thunderbirds Are Go and we hope to bring new and exciting toys to fans all around the world.
"We are confident that with this partnership between ITV, HSK and Bandai UK, we are creating and delivering a strong toy line that will translate the brand values of this fantastic show.”