The Lion Guard roars into retail
GP Flair has high expectations for its The Lion Guard range as TV movie The Lion Guard: Return of the Roar is the highest rated UK kids channel telecast in over nine years
GP Flair’s Just Play Division is anticipating roaring success for its new Disney The Lion Guard toy collection following the recent launch of the series on Disney Junior on Wednesdays at 5:30pm BST.
This comes after the success of The Lion Guard: Return Of The Roar original television movie, which premiered 8 February, and is the highest rated UK kids channel telecast in over nine years (with Kids 4-7). It is also the highest rated telecast ever aired on Disney Junior with individuals 4+, Kids, Girls and Boys aged 4-7.
Just Play’s toy collection launches this summer and, with the heritage of Disney’s The Lion King behind it, these new small screen characters will resonate with younger children. Key characters from the series, including Kion (Son of Simba and Nala) and his friends Bunga, Beshte, Tuli and Ono, will be available for kids to collect as figurines and talking plush toys. The foil bag minis are a great entry price point, starting with eight characters in wave one and further wave refreshes planned. From there, figures and accessories will create perfect gifts and are the ideal size to play with the hero line, the Pride Land playset. The Kion Leap N’ Roar Feature Plush, is another line thought to stir up excitement, especially with a TV campaign planned from launch.
Simon Hedge, Managing Director of GP Flair said: “The reaction of our retail partners to our range has been more than enthusiastic. With such a great response to The Lion Guard series, we’re very excited to see what happens when the toy collection launches in July.”
Mike Stagg, SVP, GM integrated retail UK/Ireland & E-Commerce EMEA, further commented: “Disney Junior's The Lion Guard is off to a fantastic start, tapping into the nostalgia many parents have for the iconic original movie. The ratings for Return of the Roar have broken records, and enthusiasm for the merchandise has been strong. We’re really excited to continue the magical story of The Lion King for a new generation of fans, as well as the ongoing opportunities this property represents for licensing and retailer partners.”
The Lion Guard series officially launched on Disney Junior 13 April with 28 x 22 second episodes.