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Geomag back with Treasure Trove - ToyNews

Geomag back with Treasure Trove

Treasure Trove has been re-signed as the distributor for magnetic construction line, Geomag.
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Trove is once again exclusive distributor of the line in the UK and Ireland, having initially launched it here in 2001.

Geomagworld now has a new management team in place and a redesigned product line with a new global distribution network.

“The UK and Ireland are instrumental to the success of our business,” commented Geomagworld’s general manager Filippo Gallizia.

"Treasure Trove has a proven track record with Geomag and will play a key role in re-building the brand as the UK’s leading magnetic construction system."

Treasure Trove's business director, Liz Nield, added: "Treasure Trove launched Geomag into the UK market in 2001. Its success here is well documented, and we are very confident that the market will welcome this fresh, new approach to the construction sector.

"Geomag was the first magnetic construction brand on the market. The emphasis was always
on safety and quality and Geomag always conformed to the most rigorous safety standards," continued Gallizia.

"We have further developed and improve the safety of our brand. We welcomed the alignment of new safety legislation and have adapted our new and improved product to the new toy safety standards: 88/378 CE, EN71/2009."

Nield says the range can regain its standing as the number one magnetic construction range in the market.

"We are convinced that by drawing upon the brand’s integrity and core values, we can establish it once again as the primary player in the magnetic construction sector."

A new development under the Geomag brand is the Wheels line, a collection of magnetic construction car kits which will be shown at the Playroom and Toymaster shows in April and May.

For older model builders the original Geomag is also available as the Pro Line.

Nield concludes: "Over the last two years the construction category has seen only the usual players, but Treasure Trove is now in a strong position to shake up this category with both its promoted construction brands. We believe that retailers will welcome the new and exciting ways that Treasure Trove has to increase profits for the retailer in the category."

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