Following on from its licensing deal with London 2012, Golden Bear Toys is planning to further extend its product offering outside the core pre-school and plush lines.
The creation of GB Toys, which will be revealed in full at Toy Fair 2012, will allow the company to carry older product lines, thus expanding its reach. The range will also feature hard line pre-school toys, which haven’t previously been offered by the firm.
Both licensed and own-brand products will be included in the range and the new BMW Mini line will be one of the first brands to join.
Commercial director, Barry Hughes (pictured), told ToyNews: “Whilst the Golden Bear name has always been extremely well thought of amongst buyers and end consumers, because of the history of the company, it is synonymous with pre-school and plush, hence the decision to establish GB Toys. We are very excited to be previewing the new GB Toys product ranges at Toy Fair.”
To read about other changes planned for Golden Bear in 2012, click here for our interview with Barry Hughes.