Thunderbirds Are Go toys declared FAB by UK retailers

Stores are rejoicing the return of the classic ITV property as toy sales get off to a 'fantastic early start'.
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Thunderbirds Are Go has got the UK’s toy retailers counting down to a merry Christmas, as excitement builds around this year’s big-ticket number.

Up and down the country, retailers large and small are celebrating the re-launch of the property that took the toy industry by storm when it first launched 50 years ago.

Last month, Vivid stated that pre-sales of its Thunderbirds Are Go toy line, including the hero Tracy Island play-set, had been “phenomenal” and that the firm had been “overwhelmed by the early response.”

The nation’s toy retailers have since reaffirmed the excitement surrounding the launch of the toy line, with many reporting a ‘fantastic early start’ for the range.

“The Tracy Island play-set has been our number one boys’ line for the past three weeks,” Neil Mitchell, toy buyer, Shop Direct told ToyNews.

“This is great news for us, and we will back Vivid’s full offering and look to maximise by stocking secondary products, too.”

Cuddy’s Department store’s Andrew McMaster is also expecting “big things from the launch of the toy line this year,” even amid the premiere of this year’s blockbuster Star Wars line.

“We have noticed a great reaction to the range, both from kids and nostalgic adults,” McMaster explained. “We are anticipating it to be in the top three this year, but we do think Star Wars will push it out of the number one spot.”

Undeterred by the prospect, however, Vivid still thinks its launch will make a big impact on Christmas sales. Mary Wood, marketing director at Vivid, said: “It’s a bit daunting to be up against one of the biggest brands in the toy industry.

"However, with early sales reads we’ve had across the range, we think Thunderbirds has the potential to be a real success this Christmas.”

As the classic property celebrates its 50th anniversary this year, Vivid is gearing up to launch a roster of planned activity, expected to “generate buzz and bring some nostalgic memories for the older Thunderbirds fans.”

Vivid also maintains that indies will remain at the centre of the success of Thunderbirds Are Go.

“All of our retailers are important to us when it comes to making any brand a success,” continued Wood. “The indies in particular have been great supporters of Thunderbirds Are Go and have really got behind the brand.”


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