BLE 2010: Chorion reveals Noddy In Toyland toy range

Toy line, plus new packaging unveiled at Olympia event
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Chorion has this morning announced a merchandising refresh for its Noddy brand – including a major new toy line.

The new toy range includes a wide variety of products which Chorion claims brings Toyland to life like never before. Kids will be able to recreate Toyland at home or on the go, with new interconnecting play mats with vehicles in large and mini sizes and articulated figures sets with accessories. New themed plush will also be available.

Noddy Takes To The Air, the theme for autumn 2011, introduces the Airport play set which includes a plane, helicopter and control tower and features lights and sounds. Also for launch this autumn will be the 4x4 Fix It & Go truck, featuring fixable wheels and grill, push & go play features, lights and sounds. Both products will be supported by TV advertising.

New product introductions will be supported by a themed, integrated marketing campaign around Noddy Takes To The Air. This will cover all consumer touch points of the brand and will include themed on-air promotions and competitions, as well as on-air appearances of the key characters. There will also be themed website updates in all territories, as well as online blogs in the UK.

"The ongoing success of Noddy on TV and as licensing and merchandising brand demonstrates the consumer demand for this classic preschool brand," said Bettina Koeckler, SVP licensing, EMEA at Chorion.

"The new TV show has proven to be so successful and we are thrilled to introduce the Noddy In Toyland brand across new packaging and product lines to reflect the fresh new look of the series."

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