Corinthian seals Disney deal

New range of branded miniature collectables and card playsets on the way.
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Corinthian Marketing is readying for the launch of its new Disney MicroWorld line later this spring.

The line will be the first toy range in Europe to feature all Disney franchises under one umbrella and will offer collector packs of the firm's characters. The joint aim is to put Disney at the heart of small dolls and playsets and to grow the category throughout 2009 and beyond.

A series of 15 collector blister packs, each containing three figures and priced at £4.99, will be launching, including characters such as Winnie the Pooh, Cars, Wall-e, Mickey Mouse, The Jungle Book and Cinderella.

Corinthian will also be introducing a card playset in the second half of the year for Winnie the Pooh, Snow White and Cinderella to encourage play themes and allow children to add more figures to their collections.

The playsets will come with six figures, with the packaging opening to create a 3D scene.

"It makes perfect sense to combine our expertise in producing high quality, flocked collectable figures with Disney's famous character portfolio," said Paul Speed, Corinthian's chairman. "Our impressive record with In My Pocket over the past three years demonstrates how well we understand this market, and we are more than confident that MicroWorld will also become a category leader."

Anna Chapman, European director of girls toys at Disney, added: "The MicroWorld development is a great addition to the breadth of Disney toys, and adds a scale and collectable offer to Disney characters that is not currently available across Europe.

"We are looking forward to the launch and see MicroWorld as incremental business for Disney, Corinthian and our retail partners."


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