Disney and Star Wars Pictopia will lead Esdevium's 2016 charge - ToyNews

Disney and Star Wars Pictopia will lead Esdevium's 2016 charge

UK distributor is looking to replicate Disney Pictopia’s success last year with the launch of the new Star Wars title, featuring content from The Force Awakens
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Disney will be a major focus for UK games distributor Esdevium this year, with the launch of a new Star Wars-themed version of the hit title Pictopia.

Last year, Disney Pictopia headed the charge for Esdevium’s Disney licensed range, scooping six different industry awards and achieving sell-out success among retailers.

Esdevium is now looking to replicate the success of the family gaming title with the launch of its Star Wars Pictopia title, an officially licensed version of the game featuring content from the whole Star Wars movie franchise, including the recent release Star Wars: The Force Awakens.

Both Star Wars Pictopia and the original Disney Pictopia will be the focus of a major launch campaign this year.

“We are really very excited to add Star Wars to the Pictopia portfolio and to sell alongside the Disney version,” Ben Hogg, marketing manager at Esdevium told ToyNews.

“The key aim with Star Wars Pictopia will be for us to lead it to a really strong launch and establish it into the games category with some solid year one sales.

“For Disney Pictopia, we will be looking to build upon a successful first year, raising awareness and distribution of the game as we already know that those who have discovered the game love it.”

Last year marked an introductory year for the Disney Pictopia title and the brand in general in the UK. Following what Esdevium describes as a ‘great reaction’ from both retailers and consumers alike, 2016 will see the firm push the game to a ‘much wider audience.’

“We have a TV spot ready to go if we want to go down that route,” continued Hogg. “We also hope to work closely with Disney to reach their core fans and continue to receive rave reviews of the game.”

Both Disney Pictopia and Star Wars Pictopia set out to challenge youngsters and fans’ knowledge of the Disney portfolio and sci-fi saga, with images and questions on films from across the studio’s history.

The game is billed as a ‘superb family title,’ appealing to both younger and older children as well as parents.

With a major marketing plan up its sleeve for 2016, Esdevium will be offering numerous avenues of support for retailers stocking the two titles.

“We have supported Pictopia with significant investment across consumer marketing,” explained Hogg. “We have had Pictopia reviewed widely and received great coverage on websites, in magazines and on blogs.

“We have spanned YouTube and developed an in-app game where kids can play mini games based on Pictopia. On top of that, to help get stores started with the game, we will run an exclusive special offer for Pictopia at Toy Fair”.

“Without a doubt, the next step is to firmly establish Pictopia as a true family go-to game,” concluded Hogg.


Disney's Mike Stagg on this year's toy plans for Star Wars and Marvel

For fans the world over, 2015’s release of Star Wars: The Force Awakens made for a monumental moment. Now, with new Marvel releases, a Frozen sequel and more Star Wars to come, Disney promises that the next few years will be no different. Robert Hutchins talks to Mike Stagg, The Walt Disney Company’s vice president and general manager, retail UK and Ireland, about the its plans to top the toy charts this year.

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