The pre-school toy has been revamped and will now be sold under the Play to Learn brand as the Big Auto Loader.
Set to launch at Toy Fair and available in store from January, Tomy believes the Big Auto Loader will build on the success of the previous version.
The new Big Auto Loader is a large, brightly coloured, construction-themed play-set designed to appeal to pre-school children.
The set has a unique play pattern, wherein a motorised chassis automatically swaps between loader, dump truck and digger. The Big Auto Loader allows children to take control of the action, pressing switches to control the vehicles and their cargo of ‘rocks’.
Like every toy in the Play to Learn range, the Big Auto Loader was designed with children’s cognitive and motor development in mind.
Tomy will be supporting the Big Auto Loader with TV advertising set to commence at Easter, with a TV and online marketing campaign planned for the year with matching PR support.
The range’s other key product Mr Colour Maker, the electronic colour mixing toy, was a bestseller for Tomy in 2010 and will once again be advertised throughout autumn/winter through both TV and online channels, with sampling and experiential activity also planned.
Marketing manager Antonia Rainbow comments: “The Play to Learn range has been incredibly successful for us in 2010, with double digit growth thanks to the continued success of established lines and the launch of highly successful innovative new toys such as Pic ‘N’ Pop and, of course, Mr Colour Maker.
“Tomy is one of the most trusted brands on the market among parents of younger children and the success of Mr Colour Maker is proof that this reputation is translating into sales,” continues Rainbow.
“Bringing back the Big Loader as the Play to Learn Big Auto Loader, is a signal of Tomy’s intent to cement its place as a favourite pre-school brand for children and parents, and we are confident that it will give the Play to Learn range as a whole a valuable boost in spring 2011.”