News in Brief

Crayola colors new European lines with Vivid deal
January 1, 2006

Crayola colors new European lines with Vivid deal

Binney & Smith hands over the reins of Crayola’s European business this month to the U.K.’s largest toy distributor, Vivid Imaginations. In the deal, Vivid assumes responsibility for the arts and craft king’s marketing and customer service as well as sales and product distribution to mass retail, grocery and independent stores throughout the U.K., Ireland and Europe. Vivid is slated to show Crayola’s latest lineup at ExCeL toy fair this month, and will be handling the rollout of Color Wonder – a line of finger paints and markers that are invisible until touched to specially treated paper – which was Binney & Smith’s top North American-seller in 2004 and 2005.

4Kids adopts a new mantle as on-line retailer

Hoping to drum up more web hits and boost ancillary sales at the same time, 4Kids Entertainment is adding a new on-line shopping component to its website via The new 4Kids TV Shop will feature more than 600 SKUs including toys, cards, books, DVDs and apparel tied to popular 4Kids programs such as Teenage Mutant Ninja Turtles, Winx Club and Yu-Gi-Oh!.

Additionally, the 4Kids TV website has launched a Mega Games section featuring more than 100 downloadable games including Monopoly, Shrek 2 Ogre Bowl and RollerCoaster Tycoon 2. Certain levels and features of the games are free, and if kids want to continue, full-featured versions are available for less than US$20. Kids can also download the 4Kids Mega Games HQ Box, which allows them to collect and play games on their computers, regardless of whether they are on- or off-line.

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