Consumer Products

TOMY unveils new Pokémon toy line

Currently available at Toys "R" Us in the US, the new miniature Pokémon figure and playset line will be promoted via exclusive YouTube content.
August 29, 2017

Pokémon master toy licensee TOMY International has launched Pokémon Petite Pals, a brand-new assortment of miniature stylized Pokémon figures with themed accessories and lifestyle playsets.

The line, which will be supported by a crop of YouTube videos, debuted at Toys “R” Us locations in the US this month and will roll out to Target, Amazon, Barnes & Noble and other specialty retailers in October. Ranging in price from US$6.99 to US$24.99, the line targets kids ages four and up and includes figure packs and three themed playsets—Garden Adventure, House Party and Escape in the Forest (pictured).

The line arrives after the appointment of former Mattel SVP of global brands Vincent D’Alleva as TOMY International’s new chief brand officer. D’Alleva’s responsibilities include the company’s North and South American expansion efforts, as well as guiding brand, product and consumer marketing strategies for its infant, toddler and preschool businesses.

A subsidiary of Japan-based TOMY Company, TOMY International will end its master toy partnership with The Pokémon Company International in July 2018, when Philadelphia-headquartered Wicked Cool Toys takes over the role. TOMY will, however, continue to act as a key licensing partner for the Pokémon brand and will produce select items, as well as products inspired by its video games.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.


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