Vivid Imaginations plans Care Bears UK relaunch

Vivid Imaginations is relaunching Care Bears, the popular Eighties toy, on the UK market in January next year, backed by a &£1.25m advertising spend.

The toy manufacturer, which holds the licence for brands such as Spider-Man, Sindy and Thunderbirds in the UK, claims that the launch will represent its top girls’ toy next year and is projecting sales of &£8m for the product line in its first year.

The toy range was first launched in the UK in 1984 by Kenner, now part of Hasbro. At its height of popularity, the brand was valued at about &£30m. The rights to Care Bears are owned by American Greetings Company, which agreed to license the UK rights to the toy to Vivid earlier this year.

The range will be aimed at two separate demographic groups: Classic Care Bears will target teenagers, students and young mums who remember them from the Eighties, while a new range, with a more modern style and stronger colour palate, will be for girls aged between two and eight years.

A TV campaign targeting the younger age group is to be created by Focus on Kids, a specialist toy marketing agency. A print campaign will be handled by Norton Communications. MediaVest Manchester will handle media buying.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here