Sylvanian Families to generate £30m this year

"In times of austerity the consumer tends to choose brands they trust and know well."
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Flair's popular Sylvanian Families brand is forecast to achieve £30 million at retail this year.

It may be marking a quarter of a century, but Sylvanian Families continues to be a firm favourite with girls. In 2009, the brand grew by 61 per cent, and by a further 51 per cent in 2010.

Vanya Hunter, brand manager at Flair, told ToyNews: "We now have mums who played with Sylvanians themselves and the brand therefore enjoys very high parental – and grandparental – endorsement. Coupled with that is an all-encompassing marketing strategy. 

"There is always a focus on new and classic themes, and significant marketing investment in TV, consumer literature, point of sale, character costumes and the Collector’s Centres network for fans to see the range stocked.

She added: "in times of austerity the consumer tends to chose brands they trust and know well, even in the toy market."

Read the full brand focus article here.

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INDIE PROFILE: Sylvanian Families

On the outskirts of North London stands a shop dedicated to the world of Sylvanian Families. Robert Hutchins talks to store operations manager Ben Miller about success and a love for the miniature animals.

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