Bandai takes Harumika to Prima Craft for Christmas show

Latest activity to push the art and craft brand see it heading to Birmingham.
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Bandai offered visitors the chance to enter a Harumika workshop area, where they were given demonstrations and a chance to design their own creations and be judged to win prizes.

With a range of fabric and accessories to choose from, up to 2,500 different dress forms were created throughout the two days.

Prima supported the event with magazine editorial and Facebook page promotion and also ran a competition on its stand to win Harumika Party Dress sets.

Vicki Elmer, product manager at Bandai commented: "Our partnership with Prima has been really successful and we were delighted to work with them again at this year’s event to showcase Harumika. There was so much interest in the workshop that we had girls queuing each hour to join in the creative fun, with some even asking if they could stay and play all day.

"The response to the brand from parents who were impressed by the simplicity of the technique was particularly pleasing, and they were very grateful to us for giving them new ideas for Christmas presents."

In other Harumika news, Bandai’s PR agency Mischief was recognised for its Harumika Lady Gaga PR campaign which won the Best Media Relations category at this year’s PRCA Award’s held on Tuesday evening.

The Lady Gaga inspired Harumika designs, including the Parma ham meat dress version, were showcased at this year’s Toy Fair as well as being featured on the Graham Norton show by Lady Gaga herself.



SECTOR GUIDE: Arts and crafts

Less reliant on top licences and technology than some other sectors, the arts and crafts category is a solid performer, bringing in £274.9m last year. ToyNews takes a look at the latest products, but first NPD offers up the stats?

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