Imperial War Museums unveils construction line

by TnP Staff
Published: 18 September 2017, 10:00
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First images of new construction toy line unveiled as completed line heads to BLE

Imperial War Museums (IWM) has unveiled a first look at its new range of construction sets created in partnership with SmartFox.

Inspired by five of IWM’s most iconic objects, the sets feature Second World War Navy ship HMS Belfast, the Lancaster Bomber, Sherman Tank, Willys MB Jeep and the Hawker Hurricane. These sets offer younger age groups an accessible introduction to history, with packaging featuring archival images of the vehicles as well as informative descriptions. 

Previewed at Spring Fair in February 2017, the range generated a great deal of interest from both independent toy and gift stores as well as international retailers. Sales agents will be servicing accounts across the country including the North and South of England and Wales, Scotland and Ireland (North and Republic). SmartFox has also seen good early distribution in the catalogue sector, with the IWM products featuring in JD Williams, Nauticalia Stores, Owlbarn mailorder, Express Gifts, Freemans / Grattons and other mail order and online partners. 

John Cronin, Sales Director at SmartFox parent company Koch Media, said: “We anticipate the start of something very exciting as we continue our work with IWM.”

IWM will be displaying the finished products on its stand (R38) at BLE next month. IWM will also be giving a special seminar on day one of the show focusing on toys and games licensing. With guest speakers including SmartFox and IWM’s US licensing agent, Spotlight Licensing, the seminar is a must see for anyone interested in licensing in either the heritage or toys and games market.