Flair – one of the UK’s top ten toy companies – is powering up its boy’s portfolio in summer 2020 with the addition of the Power Players master toy line, based on a new action-comedy animation series created by Zag which debuts on Cartoon Network next month.
The new show shifts, which already has its own YouTube channel, between the full-scale world of its lead character, Axel and his friends and family, and the world of his toy teammates when he transforms into a living action figure.
The collection, created by Playmates Toys, will include action figures, vehicles and role play accessories and Flair, who brands also include Barbie, Ben 10, PJ Masks, Teenage Mutant Ninja Turtles and Trolls, will launch the Playmates toy line to bring the adventures of the animated series to the playroom.
Given the concept, we’re wondering if Bulldog Licensing are actively looking at a comics license for Power Players, as they’re beginning to ramp up commercial interest in the property?
A full range of action figures featuring all the main characters of the show will be joined by Super Feature figures with detailed articulation and electronic elements that will bring the toys to life. Vehicles will add to the choice, while accessories such as Axel’s Power Bandz and Sword will offer transformation and role-play into the play pattern.
Emmanuelle Cadet, GP Flair’s head of marketing, commented: “We are delighted to be working with Playmates in bringing this collection to the UK.
“The series lends itself perfectly to toy play and with the detail that Playmates puts into its action figures, we have an excellent property to bring to the boy’s aisle.”
Even if a comic isn’t on the cards, I think we can expect GP Flair to expand the Power Players stamp on digital media.
The company recently created an interactive microsite, for example, where fans can create their ultimate ninja hero following the the launch of the new Teenage Mutant Ninja Turtles Mutations collection.
The Turtles Mutations range is the most successful segment ever for the Teenage Mutant Ninja Turtles brand. Fans can mix and match body parts and weapons from the action figures collection to create endless combinations of crime fighting heroes.
The new microsite, www.turtlesmutations.co.uk, means that the concept can now be played online where children can pick and choose their features, assemble the body parts and name their transformed hero digitally.
• Bulldog Licensing: www.bulldog-licensing.com
• Flair: www.flairplc.co.uk