Vivid buys global rights to Dragons’ Den i-Teddy toy

Vivid Imaginations has bought the global rights for i-Teddy, the musical teddy bear discovered by BBC2’s Dragons’ Den. The toy company is now planning a major marketing push behind the musical teddy bear.

The bear went into production last year after inventor Imran Hakim won backing from “Dragons” and entrepreneurs Peter Jones and Theo Paphitis.

A limited number of the bears went on sale in Argos over Christmas and it is thought they sold out.

Vivid has now acquired the production, distribution and marketing rights for i-Teddy, and is planning to launch the toy globally.

The company hopes to sell 130,000 i-Teddies in the UK this year and will launch a high-profile marketing campaign, including television.

Vivid is taking over production of the toy through its Hong Kong office and there will be some changes to the bear, the technology and the packaging.

The new-look teddy will be unveiled at the British Toy Fair later this month.

“Next-generation” i-Teddies are also being planned, which will be supported by high-profile licensed content that can be downloaded by i-Teddy owners.

Vivid chief executive Nick Austin says: “The international potential, over the next two years, could easily be over 1 million units.”

The i-Teddy, which is aimed at children aged three to six years, offers MP4 video play, audio story-telling capability, a music player and photo storage – all embedded in the tummy of the bear.

Recommended

Advisory body to urge major government ad budget cuts

Marketing Week

A new body set up to examine the effectiveness of Government marketing is to recommend a major reduction in advertising spend, particularly television advertising. The Government Strategic Marketing Advisory Board (GSMAB), set up last week by the Cabinet Office to replace the Advisory Committee on Advertising, has a remit to ensure that taxpayers get value […]

BHF goes online to slam junk food ads

Marketing Week

The British Heart Foundation has launched an online campaign warning children about the dangers of some of their favourite foods in an attempt to turn the tables on “junk food advertisers”. The campaign, featuring a character called Sick Rick, has been created by Avenue A Razorfish. Explaining the BHF’s decision to move away from TV, […]

Why aren’t soft-drinks companies investing more in new product development?

Marketing Week

Britvic’s struggle to get supermarket listings for its water brand Drench, despite an extensive overhaul, has prompted some to question whether the big soft-drinks companies are spending too much time and money tinkering with existing brands and not enough on developing new products. Britvic spent £2.4m relaunching Drench last year, and introducing new packaging in […]

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now