Bandai has been named UIK distributor for a new range of Thunderbirds Are Go toys from master toy partner Hengxin Shambala Kids (Guangzhou) Cultural Industry Development.
ITVE Studios Global Entertainment has appointed Chinese firm HSK to develop and manufacture a brand-new line of collectables, action figures and vehicles designed to encourage imaginative rescue role-play and interaction between the characters and their signature crafts.
Bandai will continue its strong relationship with ITVS GE and HSK to bring the toy range to retail in the UK. It is the only distributor to be named thus far, with further announcements from ITVS GE on the way.
Bandai MD Nic Aldridge says: “Thunderbirds is an iconic brand with a phenomenally important place in the UK market. So we’re only too pleased to continue growing our existing relationship with both ITVS GE and HSK. With strong broadcast support from ITV and stellar product development from HSK, we’re confident the range will appeal to consumers already familiar with the brand, as well as a new generation of fans. We’re looking forward to showcasing the innovative product range at London Toy Fair.”
The Thunderbirds Are Go TV series is currently in its third series in the UK, with season three continuing in 2019, with multiple markets to follow. The first nine episodes of season three reached 1.4 million kids in the first run in the UK*, with the broadcast platform rollout of further new episodes set to support the launch of the new toy line in AW19.
“Both HSK and Bandai are the ideal partners to help us bring the new Thunderbirds Are Go toy line to market”, says Steve Green, EVP Kids Content and Distribution at ITVS GE. “This innovative and exciting new range puts a fresh spin on the brand, and the line will be supported by premiere episodes of the series that are truly the best to date.”
Jeff Wen, General Manager at HSK, said: "We are delighted to partner once again with ITVS GE as global manufacturer of Thunderbirds Are Go and we hope to bring new and exciting toys to fans all around the world. We are confident that with this partnership between ITV, HSK and Bandai UK, we are creating and delivering a strong toy line that will translate the brand values of this fantastic show.”
