Developed by US toy developer Marty Abrams and Joel Rosenzweig at I-Star Entertainment, the concept creates a "light show in your hands" and is aimed at children, tweens, teenagers and adults.
"On-trend, unique, collectable, portable and affordable, we believe Fyrflyz is a break-through concept that, like all great craze items, has a wow factor, unisex appeal and a broad age catchment,” said Vivid CEO, Paul Weston.
"We are convinced that buyers and the media will fall in love with this item when we unveil it at Olympia next week and we are forecasting up to one million units for this year."
Launching at retail in June with heavyweight TV advertising, PR, viral campaign and with an expected RRP of under £10 , Fyrflyz will be merchandised at retail with an interactive free standing display unit.
The range will make its debut at Olympia next week on Vivid’s stand (E130).