Blaze to ignite pre-school market in 2016

“We know from the reaction of viewers that demand for toys related to the property are high” said Nickelodeon’s Marianne James.
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Since debuting on Nick Jr in March, Blaze and the Monster Machines has shown impressive viewer ratings and Nickelodeon believes it could be next big thing in pre-school toys.

With strong viewing figures and a product line-up spanning construction and role-play sectors, the firm feels it’s onto a winner with Blaze.

“Episodes of Blaze and the Monster Machines have rated very strongly and is currently the number one show for boys aged four to six on the channel,” Marianne James, VP of consumer products, UK and Ireland and European retail sales and marketing, told ToyNews.

“We have already had numerous parents contacting the channel through email and social media to ask where they can purchase Blaze product. The show is a brilliant mix of monster truck action, comedy and creative problem solving, all of which will translate very well into the toy line.”

Nickelodeon believes the toy range will bring something different to the pre-school sector, offering children a unique product that incorporates the STEM curriculum.

“The property is a unique one, but it incorporates tried and tested play models such as vehicles, role-play and construction,” continued James.

“The property refers to the science, technology, engineering and math curriculum and these elements lend themselves well to toys. The range is beautiful and exciting with room to grow as the series develops.”

With the brand already showing popularity, it’s not surprising it already has a number of toy partners lined up, with retailers also excited for the launch.

James continued: “Fisher-Price are our master pre-school toy partners and the first range of exciting and creative collection of toys launches with them in spring 2016.

“Secondary toy partners will be announced very soon as well as all key additional category partners.

“There is nothing like Blaze and the Monster Machines currently on pre-school toy shelves and we know from the reaction of viewers that demand for toys related to the property are high.

“With Blaze set to launch on Milkshake! this autumn, the awareness of the property will only grow with even more demand,” concluded James.



Pre-school market update

The £260m pre-school sector is the industry?s most fiercely-contested battleground, dominated by licences and TV properties and notoriously difficult to second guess. Certain perennials sell strongly but there?s development of characters and play patterns, which make for a vibrant market segment. NPD offers some analysis on its current condition?


SECTOR GUIDE: Pre-school

In our second focus on the pre-school sector in 2011, manufacturers are now looking ahead to big new launches and extensions of existing ranges for next year. ToyNews highlights what?s on offer?

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