TOY FAIR 2011: Fresh new look revealed for Noddy

Chorion and Bandai showcase brand refresh and new product lines for autumn.
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Chorion has given its classic character Noddy a refresh, with toy partner Bandai showcasing a wide range of new-look product throughout the week at Toy Fair at Olympia.

The re-launch is being supported with an integrated marketing campaign around the theme, Noddy Takes to the Air. The Pilot Noddy character costume made a special character appearance at the show yesterday (January 25th).

New toy lines include My Friend Noddy Pilot and Take Off in Toyland Airport play-set, Noddy Toyland Playmat with vehicles and the Tiny Toyland Chase play-set and race car.

Products from other licensees will include a Nintendo DS game from Avanquest, a DVD from Universal, books from HarperCollins and apparel from Smith & Brooks.

The re-launch will cover all consumer touchpoints of the brand and include TV advertising and PR support of the range. The toy line will also be supported by in-store activities, events and POS materials.

"We are certain that Noddy fans will be very excited when they see the new look Noddy, the tremendous play value of the new line and that we have preserved the brand values," said Bettina Koeckler, SVP licensing EMEA at Chorion.

Darrell Jones, marketing director at Bandai, added: "For over 62 years Noddy has been the top storytelling property for pre-schoolers. With such an important year for Noddy, we are excited to be working with Chorion on the brand and are putting in place a strong licensing programme for the property, with the addition of over six new skus this year."

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