Character details Armed Forces plan

Character Options has revealed more details of its Armed Forces range, including a major product launch on May 8th ? VE Day.
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Character Options has revealed more details of its much-vaunted Armed Forces range, including a major product launch on May 8th – VE Day.

The firm hopes the new HM Armed Forces line will fill what it sees as a significant void in the action figure market in recent years, caused by a lack of military-inspired toys.

The range, which has been developed in close collaboration with the Royal Navy, Army and RAF, will launch with 32 individual products, incorporating three hero 10-inch action figures for each service including an Army Infantryman, a Royal Marine Commando and an RAF Fast Jet Pilot.

Vehicles representative of each force will also be available and include scaled versions of a Tank with spring-powered gun and space for two figures, an RAF VTOL Fast Jet and a Royal Navy R/C hovercraft which travels over land and water.

Games, dress-up items, outdoor toys and role-play items will join the figures and vehicles.

Marketing plans will centre around a major launch on VE day, May 8th and products will not hit shelves until this date. A teaser TV campaign prior to the launch will culminate in an aggressive schedule across satellite and terrestrial TV over the weeks following the launch.

Localised events at retail venues and POS and window display opportunities will also be available for retailers nationwide.
Leading child psychologist, Dr Amanda Gummer, is working closely with the firm to ensure that important themes such as a child’s sense of team-work, belonging and identity are considered in the development of the range, whilst modern messages of anti bullying, boundaries and discipline are also reflected in the play patterns.

A website will support all aspects of the launch, with the target audience being driven to the site where they can download facts and figures and take part in games and challenges.
A spokesman for the M.O.D said: “We are rightly proud to be celebrating our armed forces through the production of these new action figures. These toys showcase our people and equipment and this commercial recognition proves the high level of support for our forces among the British public.”

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Armed and ready

Character Options? opening salvo of its much-vaunted plan to bring back military action figures with its HM Armed Forces range will be a launch on May 8th ? VE Day. The plan incorporates TV, press and PR and will be the biggest in Character's history.

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