Mask-arade sees European business soar

One Direction, Breaking Bad and the World Cup proving fruitful for the firm this year.
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Following this year’s Nuremberg Toy Fair, Mask-arade has seen its European business “soar”.

With One Direction masks still driving sales both home and abroad, Mask-arade has started to create lines tailor made to its big European markets.

“Since Nuremberg, we’ve seen our European business absolutely soar,” Ray Duffy, managing director at Mask-arade, told ToyNews. “Germany, Frace, Italy and Spain are our big markets. They are all taking One Direction and Mr Bean is really popular.

“In Europe, it’s more event driven than a year-round thing and we’re still learning but we’re seeing really big orders with the distributors we’re going through.”

The firm is also enjoying a growing business in the UK, with One Direction and the World Cup proving fruitful.

“After a slow start in January, we’ve seen a nice, steady manageable rise in business with One Direction leading the way,” said Duffy. “Our growth pattern is really steady. It’s always going in the right direction. The growth is steady and progressive and that’s what we want.

“We’ve also done phenomenally good business with the World Cup. It’s a spotlight and potentially a very short window so we’ve done a pack and lots of our independents have taken those and they’re selling quite nicely. Some of the grocers have taken them as well so we think we’ll have a really good World Cup.”

Elsewhere, Breaking Bad may have come to a close last year but Mask-arade is still reporting “phenomenal” sales of its range based on the hit show.

Duffy added: “Breaking Bad has been phenomenal. That’s another pan-European licence for us and it’s doing stonking business for us. It’s gathering momentum and we’re talking to some of the other licensees that have got dress up about doing something collaborative. All the signs are positive.”

The company is showing no signs of slowing down, with several sports and entertainment launches still to come this year.

“We just launched WWE and we’re in talks with multis on those,” added Duffy. “Also coming up is our desktop standees of Chelsea players. We’ve also signed Arsenal and Liverpool.

“There are so many opportunities about for us at the moment, it’s exactly what we wanted and hoped for.”


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