Asobi: "Safari boasts the biggest figurine offering in the world"

Firm is confident toy shops will embrace the educational apsects of the new line.
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Asobi firmly believes the UK market will completely embrace its new Safari range of toys, which currently consists of 900 different products.

With the ethos of ‘bringing nature closer to tots,’ the Safari collection is made up of animal figurines across various different species.

“We are extremely excited to be the official UK distributor of Safari and have high expectations for the range,” Asobi founder Thierry Bourret explained to ToyNews.

“Not only is it the largest collection in the world, it is the highest quality, best value, most authentic and the brand has truly creative ideas. Safari is a brand that takes immense pride in the product. The toy industry should be excited about this brand as not only is Safari the biggest figurine offering in the world, it has produced some fantastic products that are truly unique.”

Bourret continued: “Each figurine in the Safari collection is hand painted and highly authentic. The brand is proud to be behind the largest dinosaur figurine collection in the world and is famous for the Carnegie collection, which has been authenticated by Carnegie Museum of Natural History.

“Safari is a very exciting company with its finger on the pulse.”

The Safari collection currently features 900 different products, but the firm aims to introduce between 75 and 100 news figurines each year.

As well as the expansive nature of the range, Asobi was drawn to Safari due its educational and environmental focus.

“Not only does Safari promote imaginative play, but the brand is passionate about teaching children the importance of conservation,” continued Bourret.

“A completely unique educational element to Safari is that each and every figurine has the name of the species on the side and on the tag, the name is printed in three different languages.

“The brand is consistently thinking of ways it can teach through imaginative play.

“As each figurine is incredibly realistic, the brand has ensured that children can really understand the differences of species.

“With other products including life cycles and bug jars, Safari has gone that extra mile to develop the range making it fun and interesting for every child. Safari also provides the perfect tools for school projects.”

Safari’s new Toobs collection allows children to buy entire species rather than individual figures and Bourret is confident that the range has a collectable appeal.

He concluded: “Whether the little ones wish to collect them, share them with their friends or use for crafts, it has opened up a way in which figurines can appeal to even more children.

“Safari will be launching 75 new products in January and the loyalty behind this brand is fantastic – once you choose Safari, there’s no looking back.”



INTERVIEW: A year to remember for Asobi

A range of new distribution deals, more brands in its portfolio and some upcoming top secret launches have helped make 2013 a year to remember for Asobi. ToyNews talks to the company's founder, Thierry Bourret.

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