Fisher-Price expands EU reach for DC Super Friends Imaginext range - ToyNews

Fisher-Price expands EU reach for DC Super Friends Imaginext range

Range inspired by DC Comic Super Heroes will make its German debut later this year
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Warner Bros Consumer Products has confirmed that Fisher Price will be launching its popular range DC Super Friends Imaginext toys across Germany.

The range, featuring iconic DC Comic Super Heroes, will be rolled out across the territory later this year.

The extension of the partnership between Warner and the pre-school toy firm was marked with a special award presentation at Spielwarenmese International Toy Fair in Nuremberg on January 29th.

The two firms embarked on the partnership five years ago in the US. the range has since become a best-seller on both sides of the Atlantic with popularity in the US, UK and Spain.

Pilar Zulueta, executive vice president and general manager of Warner Bros consumer Products EMEA, said: "Children play at being Super Heroes long before they engage with the movie and TV content.

"We saw an opportunity to broaden our DC Comics toy programme to include pre-schoolers by appealing to their play pattern through some of Fisher-Price's powerful brands whilst also capitalising upon the fond nostalgia that parents feel towards our Super Hero characters.

"Just five years into the relationship and the DC Super Friends Imaginext Range is not only one of Fisher-Price’s best-selling lines, but is one of the toy trades star pre-school performers.

"We’re excited to be furthering our relationship with Fisher-Price and we’re looking forward to building on this success in the future.”

Isabel Ferrer, director of marketing, Fisher-Price Europe, added: "DC Super Friends products have been a star performer for the Fisher-Price Imaginext range and we are honoured that Warner Bros Consumer Products has recognised its success with this award which celebrates our commercial achievements in Spain and the UK.

"We are excited to be launching the range in Germany and are looking forward to celebrate similar success in this market as well."

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