Vivid picks up Just Play's Care Bears line

Distribution deal secured in the UK, France, Germany and Benelux.
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Vivid has secured an exclusive distribution deal with Just Play to bring Care Bears to the UK, France, Germany and Benelux from spring 2015.

Vivid will be launching three plush skus for spring, ranging from £7.99 to £24.99 featuring all of the Care Bear favourites.

The brand will be supported with a dedicated TV campaign from launch, a new interactive website and bespoke PR campaign.

"We are hugely excited to be working with Just Play on Care Bears," said Kerry Paternoster, senior brand manager at Vivid. "Endorsed by mothers and grandmothers who remember the original phenomenon, Care Bears has multi-generational appeal with instant brand recognition.

"As well as the nostalgia behind the brand, the relaunch will target a new generation widening the appeal. The range of different colourful characters and accessible price points enables girls to collect all of their favourites."

Charlie Emby, co-president of Just Play, added: "Just Play is happy to partner with Vivid to share Care Bears with children around the world. The Care Bears brand is synonymous with caring, sharing and, of course, fun.

"Our line of Care Bears plush really capture the look and feel of the CG entertainment, and are bigger, better and more huggable than ever."

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