Licensing World May 2019

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Feature

Thinkway Toys

Recreating the magic of Toy Story Thinkway Toys has been the master toy partner for the Toy Story franchise since the first movie aired back in 1995. With the imminent release of the long-awaited Toy Story 4 on the horizon, Toy World spoke to Darran Garnham, CEO of Thinkway's UK distributor MTW Toys, to find out what goes into making these products, and what level of innovation can be seen in the company’s latest ranges. What do you see as the hero lines from the Thinkway Disney•Pixar Toy Story 4 range? Those who have been lucky enough to see them will not easily forget our Feature Fall Down Buzz and Woody figures, talking, action products that react to commands. To be able to recreate the magic of the Toy Story movies within the Thinkway toy range is something we take very seriously, in order to ensure we offer truly unique lines. We’ll also be supporting other key characters with toys incorporating new and interactive features for added fun. We’re sure that our feature products will appear on every top toy list this Christmas, with reactions from every buyer who’s viewed the range indicating that it will resonate with kids of all ages. These items, which bring the magic of Disney•Pixar into the hands of the Toy Story fans, will be supported across all media channels.

by Thinkway, which really helps it translate from the big screen into real life. This is a significant point of difference. One of our media partners coined the phrase “It don’t mean a thing if it ain’t got that string!” We know fans want authenticity in their Toy Story toys and are willing to invest in them, so this will be a focus within our PR and communication.

Thinkway is known for really pushing the boundaries when it comes to

How important is scale when it comes to your Disney•Pixar Toy Story 4 line? Scale is key, so we support the scale seen on screen in the movies. While other products are available, especially when other licensees come on-board during movie release years, Thinkway’s 12” scale remains No. 1 in terms of quality, price and play. Woody and Jessie’s pull string feature is only carried

product features – which new features and products are you particularly excited about this time round? Thinkway is always the booth or showroom everyone walks into expecting some to see some magic; our feature product range hasn’t disappointed, pushing development into areas not seen before. The features built into our Fall Down Buzz and Woody, which allow them to interact with the consumer, are exciting enough, but to be able to trigger the fall down action on command is really very special. Kids will feel in control. The line also offers our first free standing Woody. Given that this cowboy has rather skinny legs, it’s an incredible piece of engineering. Sometimes it seems that consumers can overlook how much work and skill has gone into developing a mechanism like that, or may not be willing to place the correct value upon it. We offer toys that match the content in the movies, providing fun and quality that can be passed down through the generations.

What really stands the whole Thinkway range out from other Disney•Pixar Toy Story 4 merchandise? Our range, from basic through to Signature, puts hero lines in the hands of every Toy Story fan across

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