Magical new addition to Cardgains’ supplier’s character portfolio
There’s been a wizard patchwork party for Cardgains’ supplier Rainbow Designs as the toy and gift company has signed a magical new addition to its character portfolio, and celebrated Elmer’s 35th anniversary.
Wizarding World from Warner Bros Discovery Global Consumer Products is being turned into a collection of nursery toys featuring the characters Harry Potter, Hedwig and Dobby on products including My First Soft Toys, rattles, comforters, activity toys, playmats and nightlights.
The range will be sweeping in for autumn/winter in what is the first in a series of licensing partnerships that Rainbow has signed with Warner Bros.
“It’s a perfect fit for us and we’re delighted that these spell-binding characters will be joining our portfolio,” Rainbow md Anthony Temple said. “For over 50 years we have prided ourselves on delivering the best in baby, offering the highest quality, forever toys and gifts, featuring some of the most-loved characters from children’s literature and entertainment, for babies and children of all ages, and we are excited to be marrying our expertise with the iconic characters from the Wizarding World.”
The new range joins brands including Peter Rabbit, Paddington, Disney’s Winnie The Pooh, Mickey Mouse and The Lion King, as well as Guess How Much I Love You, Elmer, The Very Hungry Caterpillar, Spot, Maisy, Bagpuss, We’re Going On A Bear Hunt, Giraffes Can’t Dance and The Snowman And The Snowdog.
And it was Elmer who sparked plenty of birthday fun at last week’s Toy Fair in London where Rainbow held a birthday party for the children’s favourite patchwork elephant with cake and bubbles.
The good news for Rainbow is that plush toys showed an impressive 11% growth in 2023, with traditional plush the fastest-gaining subcategory within the sector, to be the strongest performing category of the year in the UK toy market, according to industry insights from the British Toy & Hobby Association and market research firm Circana, formerly known as the NPD Group.
The next outing for Rainbow Designs’ cavalcade of characters will be at Spring Fair, which runs over 4-7 February at Birmingham’s NEC, where the company will be exhibiting as part of the Cardgains Village in Hall 3, stand 3M10-N1.
