TOY FAIR 09: New look Fifi emerges

Chapman Entertainment?s pre-school girls property gets a refresh.
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Chapman Entertainment has unveiled a new look for its popular Fifi and the Flowertots franchise at the UK Toy Fair this morning (Wednesday January 28th).

The company has refreshed the colour palate of the pre-school brand and included a patchwork floral design, coupled with strong hand stitching elements.

The new look will roll out to all retailers in the UK from autumn/winter this year, and can be found on the Vivid Imaginations and Halsall stands at ExCeL until Saturday (January 31st). The international launch is scheduled from 2010.

"The redesigned packaging was really well received during the retail previews in October 2008 and we are excited to see the retailer reactions at the Toy Fair," said Chapman’s director of licensing Val Fry. "Being Fifi’s fourth year, it was time for a change and we feel this move will further increase her appeal to girls."

Since its launch in 2005, Fifi and the Flowertots has become the number one girl’s pre-school brand in the UK (Source: NPD, Pre-school, Plush and Puzzles). There are now over 50 UK licensees signed up to the brand, representing over 600 SKUs. The series is also receiving solid international response, having been sold into 148 countries worldwide.

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