The Bumpeez line will launch at retail on August 24th, priced at £1.99 per pack. Glow Europe has signed up 28,000 UK retail outlets to distribute the range.
Traditionally Glow Europe has worked in the field of promotional loyalty programmes and has produced over 200 million collectable toys for loyalty programmes. Bumpeez will be its first IP.
The UK will be the leading launch territory for the brand and plans are in place for Bumpeez to be rolled out throughout Europe and the rest of the world.
Jeroen Menting, managing director, Glow Europe commented: "We’re incredibly excited to be launching our product in the UK and we’re putting all our efforts into creating a playground phenomenon.
"Extensive market research in the UK has shown that kids and parents who have trialled the product love Bumpeez, which re-enforced our belief that we were onto something big.
"The scope, spread and variety of retailers will mean that Bumpeez will be unavoidable when they launch this summer and we have every confidence that they will be the next must-own toy.”
Aimed at children aged five to 11, a Bumpee consists of two parts - a circular chip, featuring 100 character designs, which is encased in a removable silicone ring which comes in a variety of different shapes, colours and sizes.
When the chip is placed in the ring, Bumpeez can be bounced and used to play games. There are also premium items and a Golden Bumpee, which is the most rare, contains a code which can be redeemed for a prize.
There will also be an official Bumpeez website, www.bumpeez.com, offering games and exclusive features which will go live on August 24th when the product launches.
UK based distribution partners Click Distribution and Seymour Distribution are on board to distribute Bumpeez to toy retailers, newsagents and grocers across the country.
Glow Europe is also investing in a marketing campaign to support the launch that will include TV advertising, print advertising, online marketing and magazine cover mounts. Licensing and children’s entertainment PR agency, License to PR, has been appointed to manage a the PR campaign.
Mark Hillier, director of Click Distribution said: “We’re proud and very excited to be appointed exclusive distributor to the toy trade for Bumpeez.
"There is no doubt that it is one of the most exciting launches for the past few years, which will be supported by an exceptional marketing and advertising campaign. The product is superb, tactile and eminently collectible- children of all ages are going to love this.”
Stephen Ward, business development director, Seymour Distribution added: “We’re delighted to be working with Glow Europe on the exciting launch of Bumpeez.
"As the UK's biggest distributor of news product for independent manufacturers and publishers, we have extensive knowledge of the UK collectibles market and we fully expect Bumpeez to be a runaway success when it launches later this year.”