TOY manufacturer HTI, renowned for its branded goods, has launched a new in-house brand.
The Fleetwood firm, known the world over for its branded toys including Peppa Pig, Toy Story, Silvercross and Spider-Man, has created the Cosy Village brand and launched eight role-play sets.
The UK’s largest privately-owned toy designer and manufacturer, HTI is targeting three to seven-year-old girls with the range which will be sold around the world.
The range will be launched at the London Toy Fair later this month and will be available to hit retailers’ shelves in autumn 2012.
A key product in the range is the 360 Magic Bakery which features an oven that allows a bread bun to rise, a croissant to “magically” turn golden and a macaroon that changes colour.
Other toys include a food bar which serves sweet treats, a pull-along shopping trolley, an electronic kitchen, a musical birthday cake, a tin tea party picnic set and a bakery food set.
The range has been inspired by current trends in the UK and international home-wares market for the use of a bright contrasting colour palette and patchwork effects of floral, polka dot, gingham and graphic patterns.
Mary Wood, marketing director at HTI, said: “Our role-play ranges have gone from strength to strength in recent years and we anticipate that the Cosy Village toys will be no exception.
“As the market leader in this toy category, we have extensive experience in designing products which are appealing to our young consumers.
“By following developments in the homewares market and incorporating unique and innovative features we have ensured this range is both on-trend and enduring.”
The company is the UK’s leading supplier of role-play toys which is the fastest-growing children’s toy category.