TOY FAIR 2011: Fresh new look revealed for Noddy

Chorion and Bandai showcase brand refresh and new product lines for autumn.
Publish date:
Social count:
1_Chorion, Noddy.jpg

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."


Featured Jobs

Historic Royal Places Job Logo 620 x 349

Licensing Executive

Historic Royal Palaces (HRP) is a successful, high performing organisation built on strong foundations. An independent charity, we manage the Tower of London, Hampton Court Palace, the Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland. We help everyone to explore the story of how monarchs and people have shaped society in some of the greatest palaces ever built.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.