Re:creation, Horrid Henry - ToyNews

Re:creation, Horrid Henry

Re:creation has signed as master toy licensee for kids property, Horrid Henry a year ago and is hoping to build on its success in 2008 by expanding the range...
Publish date:
Social count:

With over 13.5 million books sold in the UK to date, Horrid Henry is the second most popular kids book character behind Harry Potter, and is the number one selling annual. A staggering two out of three kids aged between five and nine in the UK own, or have read, a Horrid Henry book.

The brand also translated well to TV and is now rated the most successful series since CITV began. Some 104 episodes will be airing on ITV1 and CITV including 13 episodes per quarter throughout 2009.

Re:creation is planning to expand the Horrid Henry toy range to include articulated action figures and an interactive play-set for autumn/winter 2009.

The TV-advertised Purple Hand Gang Play-set allows the user to create new Henry adventures. As kids walk the five-inch Henry character into the tent, it collapses and Henry transforms into the roaring 7.5-inch T-Rex. The set also plays numerous phrases from the TV show. As well as furniture accessories, the set will be equipped with a fully working water blaster, small enough to be held by the five-inch Henry.

To accompany the play-set, there are five TV-advertised Horrid Henry five-inch action figures to choose from including Pirate Horrid Henry, Perfect Peter & Fluffy, Mischief Horrid Henry, Horrid Henry Skateboard, and Rude Ralph.

All figures have articulated joints and each one will come equipped with a set of accessories. Perfect Peter & Fluffy feature a slime-filled rubbish bin and the Mischief Horrid Henry figurine pack will be complete with Fangs the hamster and a jumping spider. Prices range from £3.99 to £34.99.

Re:creation will support the licence with a fully integrated marketing campaign including TV, print, PR and online activity. TV advertising will commence in August, running periodically through to December and totalling 300 TVRS.



HERO PRODUCT: Re:creation, Space Putty

Re:creation is launching a new putty compound into the market in 2011 with a full marketing campaign and rolling product launch schedule including innovative toy components for added play value...



The transition from distributor to fully-fledged IP owner and developer is the Holy Grail for many UK suppliers. Re:creation believes 2011 is the year it will make that jump. Ronnie Dungan spoke to MD Nick Joslin?

Featured Jobs

Gameplan Job Logo 620 x 349

Sales Director UK

Our client is a well established privately owned UK toy manufacturer which has won numerous awards for outstandingly innovative toys, gifts and gadgets. A correspondingly outstanding and talented UK Sales Director is to be recruited who has the potential, the will, the drive and the ambition to advance to a higher position within a few years.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.