The Air Hogs supplier will take over the firm at the beginning of January, with FEVA becoming Spinmaster Toys UK and the FEVA brand disappearing from shelves, to be replaced by the Spinmaster name. The two firms have had a relationship for the last four years with FEVA enjoying tremendous success in the UK with the Air Hogs range of air-powered planes and helicopters.
The deal will leave FEVA largely unaffected, with the current team, including popular boss Kevin Jones remaining intact, but it will mean that it goes from being a £12m operation to being part of a $400m firm overnight.
With the financial muscle of the Spinmaster group behind it, the new UK firm can afford to be much more active with its marketing, with TV campaigns playing a much larger role in product promotion than was previously possible. Forecasts and stock commitments for FEVA’s more popular ranges, such as its Air Brush Tattoo line are likely to be upscaled as a result.
The deal will not affect any of Spinmaster’s other UK distribution deals with Flair for Shaker Maker or Vivid for Bella Ballerina.