Marketing

The toy brand will help highlight the positive impact children's activities have on physical and mental health and wellbeing.

The Kidult market grew by eight per cent over the last year; a surge of £30 million spent on games and puzzles, building sets and action figures on 2016.

Consumers can collect and send their pre-owned Hasbro toys and games to TerraCycle, who will recycle them into materials that can be used in the building of play spaces, flower pots, park benches and more.

The firm has cemented its commitment to the market with the appointment of Playtime PR who will now oversee all UK trade and consumer PR activity on an ongoing basis.

With immediate effect – and following the closure of John Crane Ltd last month – Our Generation Dolls, B Toys, Baby B, Bristle Blocks, Drive and Woodzies will be sold through the newly formed Jonathan’s Toys Ltd.

The new outdoor range will be supported by a national multi-channel marketing campaign.

The 'Fingers Love to Fidget Cube' campaign targets millennials with tongue-in-cheek promotional videos.

Aquadoodle, Molang and Toomies will be the focus of the campaign.

“Hanazuki is a strong, multidimensional and relatable heroine and we are excited to introduce her to POP viewers across the UK.”

The Entertainer will set up Masha and the Bear branded POS displays featuring the characters from the series as well as host interactive meet and greet events with the Masha costume character.