AniMagic to be worth £33 million by end of 2013

Popular brand is up ten per cent year on year, says Vivid
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Vivid has enjoyed another strong year with its AniMagic brand, telling ToyNews it will be worth £33 million at retail worldwide by the end of 2013.

Boosted by new additions Holly Goes Hopping, Fluffy Goes Walkies, Night Night Puppy and Bonny & Babies Go Walkies, AniMagic is up ten per cent year on year, marking another year of growth for the brand.

“AniMagic is not only performing well in the UK, but across key international territories as well,” AniMagic senior brand manager Kerry Paternoster told ToyNews.

“For Vivid Germany, the light up lead products which includes the top seller Fluffy Goes Walkies holds the number one spot up 36.5 per cent YTD (June NPD).”

Vivid is expanding the brand in 2014 with the launch of the AniMagic Rescue Hospital sub-brand.

The range will include the Rescue Hospital Air Ambulance, the Emergency 4x4 and the Scooter, as well as Blind Bags and Collector Packs containing pets with injuries that disappear when the area is rubbed. Autumn/winter 2014 will also see the introduction of the Ambulance Station.

Vivid is also adding to the AniMagic Plush portfolio in the spring.

“New to the AniMagic Plush portfolio for spring are the cute and cuddly Make Me Better Pets,” continued Paternoster.

Joining the plush range in autumn/winter 2014 is Tickle Tum Tilly and Sparkle My Glowing Kitty.

Vivid is ensuring next year brings a similar level of success for AniMagic with a marketing campaign covering TV and online.

“Both AniMagic and AniMagic Rescue Hospital will benefit from a fully integrated marketing campaign in 2014 with all domestic lines TV advertised,” said Paternoster.

“Spring will also see the launch of the new AniMagic magazine with a new issue on sale every six weeks, whilst the AniMagic website will be re-launched with new games and interactive features ensuring a complete 360 marketing campaign for the brand.”


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