Fisher-Price has begun the roll out of its toys based on Disney Junior success story, Jake and the Never Land Pirates.
The hotly tipped launch follows a strong performance by the series - it is one of the top rating shows on Disney Junior and is already set for a third season in 2013.
Items will include figures, play-sets such as Pirate Ship Bucky and Hook's Battle Boat, plus the Yo Ho Let's Go Talking Jake and role play products like Jake's Magical Sword.
There is an extensive marketing campaign to support the launch including TV advertising, retailer activity, press, digital and social media.
"We had an early set up with one key retailer and the sales readers have been very impressive," said Wendy Hill, senior marketing manaher at Fisher-Price. "There is already a lot of consumer awareness and demand for this property and the great range of toys really complement the story line and pre-schooler play patterns, so it has all the ingredients to be a phenomenal property for us."
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