Ride-in Dalek demand increases by 230 per cent

Widespread press coverage boosts orders for Kids@Play's innovative product.
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Last week, Hamleys nominated the Ride-in Dalek as one of its top toys for Christmas and the product caught the attention of The Daily Mail, The Sun, The Guardian, The Mirror and The Metro.

The ride-in was also featured yesterday in the News of The World, which voted it in its top five recommendations for Christmas 2011.

Licensor for the Doctor Who brand, the BBC, commented: "We have always dreamed of developing a ride-in toy Dalek, but no one had previously been able to achieve this for us, we are so excited by the Kids@play project, This will be an industry first for us."

The Ride-in Dalek also has a number of YouTube videos, one of which has accumulated over a quarter of a million hits in a few days.

On the back of this attention, online retailers have been pre-selling the product and demand has increased by some 230 per cent. Retailers are now revising their intake plans, and lead times are currently running at 78 days.

Kids@Play is urging all customers to get further orders down for September shipping in readiness for the main season.

Malcolm Evans, Kids@play MD, told ToyNews: "Our ride-in 6v battery powered Dalek is truly the worlds first, never before have children been able to climb inside a Dalek and ride about exterminating and pretending to be a Dalek.

"At Hamleys last week they had a Dalek going down the pavement out in regent street, and to say it was a crowd stopper would be an understatement.

"The product stands at over four-feet, so it looks quite scary moving along, and with ten Dalek phrases and lights and sounds, the riders find it exhilarating. Our Dalek drives along at 2.3 miles per hour, and 360 dgs turning , which is just like a real Dalek, but we can’t make our version fly.

"The only thing that saddens me, is that I can’t fit in it."


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