Asobi wins Morph distribution
Will bring the unique modelling compound toy to UK following smash-hit success in US
Asobi Toys has been appointed UK distributor of new modelling compound toy Morph.
Morph, by The Orb Factory, is a transformable, morphable, shape-shifting compound that can grow to three times its size. Non-toxic and available in six bright colours, it has a completely unique texture, doesn’t stick so can be easily cleaned up, and is so light it even floats.
Manufactured in Sweden to a unique formula, it is firmer than sand-style modelling compounds, but softer and lighter than dough-style versions. The amazing product, which doesn’t dry out and grows softer and fluffier the more it is played with, can be shaped, modelled, cut, printed on, textured - in fact, the creative possibilities are endless: a Morph ball even bounces, and can be hit with rackets and bats or thrown through indoor basketball and netball hoops.
Having already sold more than 600,000 units in USA since its launch and generated over 1.5m video view on YouTube in four months, Morph is considered a hot new toy in town and Asobi saw off stiff competition to win the distribution. Asobi Commercial Director, David Bottomley said: “I believe this is the most important product launch in the lifetime of Asobi toys.
“Morph is the most unique modelling compound ever produced and gives us access to a market that has been defined for many years with a huge presence by brands such as Play-Doh, and is a sector that is growing rapidly…
“It also means we will have a TV advertised toy, which is a genuine first for this company. The potential for Morph at retail is limitless. It is a fantastic product and we are excited and delighted to have it on board.”
Asobi is launching an extensive multi-channel consumer TV advertising campaign to support the Morph launch. Asobi distributes toys, games, high quality craft and creative kits and inspired novelty items to major high street retailers, independent retailers, mail order companies and e-commerce businesses. Its brands include ORB Factory (Morph, Fuzzeez, Sticky Mosaics, My Design), Seedling, Micador, Mister Maker craft kits, CBeebies craft kits and many others.
To find out more about Asobi, visit www.asobi.co.uk.