Flair grabs Italian collectable figure hit - ToyNews

Flair grabs Italian collectable figure hit

Ambitious firm to distribute popular Gormiti line in the UK and Ireland.
Publish date:

Toy company Giochi Preziozi has confirmed that Flair will be the sole UK and Eire distributor of Gormiti, the collectable figure concept which has already been a huge hit in Italy.

Gormiti is a range of highly detailed collectable figures with cards that can be collected, swapped and competed with. Price points range from pocket money blind bags to large scale playsets.

In Italy, the brand has outsold all other boys' collectables in the market, including all licensed properties. Italian NPD data figures show the Gormiti concept to have sold over ten million pieces in the first quarter of this year.

Flair is hopeful that these figures can be repeated in the UK market. Marketing support is kicking off immediately, with the first products rolling out in January and February 2008. TV, online and print advertising campaigns are planned - the most ambitious in Flair's eight year history.

Simon Hedge, commercial director at Flair, commented: "Gormiti represents one of the most exciting opportunities in Flair's history. The team is very excited about the whole project which will take us firmly into the boys market along with other sectors. We have huge plans for the brand, if we can replicate even half of Giochi Preziosi's success in Italy everyone would be delighted."



Gormiti: Flair

Flair's burgeoning boys' collectable is gathering pace with a mixture of TV, PR and promotions, with much still to come...

5_Gormiti tv series logo web.jpg


The new Gormiti animation series Lords of Nature Return, complete with new figures, accessories and play-sets, has been unveiled. Together with the brand new TV series, a heavyweight TV and marketing campaign is planned?


Halsall grabs Roary

Halsall has picked up the wheeled toys and inflatables license for Chapman Entertainment's new pre-school property, Roary the Racing Car, for the UK and Ireland.

Featured Jobs



Roald Dahl | Marylebone, London | Salary Dependent on experience | Contract 6-month FTC | 5-day week, Monday to Friday | Start ASAP

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.