Tomy reworks games

Tomy has re-branded its games line
Publish date:

This autumn/winter, the bright yellow flash and bold writing, currently found on the pre-school range packaging, will be introduced to eight Tomy games – Pop Up Pirate, Shhh Don’t Wake Dad, Tumblin’ Monkeys, Rumble in the Jungle, Flippin’ Penguins, Crunching Croc, Shop Til You Drop and Ali Baba.

While creating stronger impact at retail and reinforcing, the strong emotional connection between brand and consumer, it is hoped that the re-branding will also strengthen consistency across Tomy’s entire product portfolio.

Prior to the re-branding Tomy conducted focus group research into customer’s propensity to purchase, and the criteria involved in selecting a game for their children or family. The results showed that parents are strongly inclined to buy into a brand with which they have a positive perception, or existing emotive connection.

Tomy Games’ European business head, Robert Hodgkinson, said: “Tomy is a trusted brand, well known for its award-winning pre-school products. Parents form a strong positive bond with the brand during their children’s nursery years. Our objective is to reinforce this positive brand association with parents as their children grow older and seek out new ways to play.”



Tomy sells off stake

Private equity firm Texas Pacific Group has acquired a 14.07 per cent stake in Tomy becoming the firm’s second-largest shareholder.


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