Cut The Rope toys on course to hit £10m

Vivid celebrates as initial sales 'show potential to exceed retail expectations'.
Publish date:

The Cut The Rope toy range is on course to exceed retail expectations and reach £10m.

Vivid states that within weeks of the launch, special gold collectable figures are achieving 400 per cent of their notional selling price among collectors.

Cut The Rope Series One blind bag collector figures and five-figure collector packs went on sale across the UK over Easter, and include 16 characters based on Zeptolab's popular app, plus 16 special gold editions.

Nick Thomas, Vivid UK's commercial director, said: "These results are beyond our wildest expectations.

"Supported by a strong TV, PR and social media campaign, initial sales readings on Cut The Rope bode well for the brand and our retailers in the coming months and beyond."

Buying director at the Entertainer, Stuart Grant, said: "Cut The Rope has made a fantastic start with a great collectable range building on the success of this app game.

"It's a perfect 'Entertainer' type of collectable, just like Moshi Monsters. Furthermore, we have high hopes for Cut The Rope this autumn/winter with exciting events planned in store to further build on the initial success."

Vivid plans to launch Cut The rope Series Two Nommies in October 2013. It will expand on the range further with Superpowers Om Nom, retailing at £9.99, and hero TV line Candy Monster Om Nom, priced at £17.99.

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