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."