SPONSORED FEATURE
TNP INSIGHT - INSIDE WITH EPOCH
The future has only just begun
Graham Brennan, MD at EPOCH making toys Limited, talks to TnP about the company’s exciting plans for the year ahead and their iconic brands like Sylvanian Families
Graham, Sylvanian Families has been long-established in Japan. Can you tell me a little about it’s inception and the inspiration for it please? The original concept of the flocked Sylvanian animal figures was launched by Epoch in 1985. The figures came along with two houses, a country cottage and a larger deluxe country cottage and green furniture with little brass handles. The brand will be celebrating its 30th anniversary in 2015. In that time the collection has grown dramatically with over 40
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families and hundreds of accessories. Sylvanians first appeared in the UK under the name of Woodkins and eventually was launched as Sylvanian Families in 1987. The brand was so successful it won Toy of the Year in 1987, 1988 and 1989. Nature, Family and Love are the basic concepts of the Sylvanian Families. Based on these three concepts, the child may explore different play patterns and create their own stories.
The Sylvanian brand represents family values, wholesome play and enduring appeal. Role play, imagination, collectability, parental approval all go to making Sylvanian Families a durable, long lasting brand that is not sold on second hand markets when the collector leaves home, but stored in the attic! And the back story created is very genteel and innocent – can you give us a little background as to how the concept started and whose idea it was? The idea originated from the research and development team whose inspiration for the brand were three concepts: Nature, Family, and Love. Sylvanian Families was to be, and is, the evergreen toy, it has a friendly appeal to everyone. It has many different aspects that appeals to a wide range of girls including playing-doll, decorating the homes, collecting the furniture, and changing the outfits, etc. The setting of Sylvanian Families is modelled from 1900 to 1960 and everything in the Sylvanian world is personified. Nobody knows where the Sylvanian village is located, the only thing to know is that the Sylvanian village is surrounded by the world of nature and all of the family members speak in the universal language of English. All of the families that live there are very kind to each other, and have very pleasant, calm everyday lives. Every figure has got a sweet, unique expression, good form and size. Each animal has a different
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