Magformers attracts Hamleys and ELC listing

Collection of magnetic shapes has seen strong early sales in UK indies and partnerships with major retailers.
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Magformers is celebrating a successful UK launch having secured listings within London’s iconic Hamleys toy store this summer.

The firm is also close to finalising an agreement with Early Learning Centre and Mothercare, while reporting very strong first weekend sales with various independent toy retailers.

Magformers is a collection of magnetic shapes that can be used to build vehicles, animals and more, and has already built up a global community of fans, with strong sales across territories including Korea, US, Russia and Germany.

The firm made its UK debut this year at the Harrogate Toymaster show and has since been met with a strong positive response from retailers across the country.

“We have reached an agreement for Hamleys to stock 14 sets from the range of 21 available in the UK from July,” Trevor Smith, Magformers’ European business development director, told ToyNews.

“For us this is very important and pleasing as we know how important Hamleys is in the toy business. The reaction to the launch of Magformers in the UK has been very positive, and we are currently discussing a partnership with ELC and Mothercare.”

As it looks to build its presence in the UK, Magformers is targeting both the major and independent retailers, a sector in which the range is already being championed.

“One store, Fairies and Frogs, was very happy with the reaction to the range and actually sold eight sets on the first weekend of sales,” continued Smith.

“We are now looking for all the major players to stock Magformers, as well as the independent retailers and Toymaster members, who we are actively trying to recruit at the moment.”

In the run up to the big showdown at the backend of the year, Magformers is planning to support sales with a Christmas TV campaign, focusing on the fun yet educational aspects of the range.

“The campaign will boast brand awareness and show kids and parents what Magformers can do, as well as support all retailers who stock the range,” said Smith. “I am very happy to be part of launching Magformers to the UK.”


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