Character Options celebrate retail success for Laser X

The Laser X infrared gaming experience is expected to be one of the most in-demand toys for the Christmas season.
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Character Options has reported an excellent performance for its infrared real-life gaming experience Laser X, with the game now being tipped as likely to be one of the most in-demand items for Christmas.

“Laser X was generating huge volume in the USA, so we brought the launch forward," explained Sophie Beard, Character Options’ brand manager. "It has exceeded our expectations. Demand is high, retailers are impressed with sell through and the online reviews are very positive. Laser X has exceptional play value; it’s extremely functional, easy to use and has impressive features which set it apart from the competition."

The laser tag game sees players blasting each other from over 60 meters away with pinpoint accuracy. Gameplay allows for an unlimited number of players so it can be played one-on-one or with the whole neighbourhood. The game hit store shelves in June, following a successful showing at London Toy Fair.

“We plan to continue our marketing drive, with activity in place to push Laser X right through to Christmas," added Beard. "TV, digital, influencer and print advertising in kids and gadget publications will continue to make an ongoing impact.”


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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.