Mutant Mayhem as Character Options launches Turtles toys

It wasn’t quite the New York sewers, but in a stark venue by the Thames in the City of London, complete with railway arches for full underground-style atmosphere, Character Options launched its toy range based on forthcoming summer blockbuster Teenage Mutant Ninja Turtles.

The event came ahead of the retail bow this weekend, with celebrities, influencers, young fans of the franchise, press, industry figures, Toys ‘n ’Playthings staffers and more all getting to see not just the collection of TMNT: Mutant Mayhem goodies from Playmates Toys available from Character Options, but live skateboard shows and the debut of the four movie walk around characters in the UK. And as well as showcasing the toys at the Steel Yard in Moorgate deep in the heart of the City on the banks of the river, the event also had activities for the kids, drinks for the grown-ups and pizza for all. The transformed venue featured graffiti and backdrops as well as display cases full of the toys, as well as a skateboard ramp being used by Turtles-friendly skaters. Among the attendees were Emmerdale star Verity Rushworth, Bird Of A Feather’s Linda Robson, and star of E4’s Tattoo

Fixers, Sketch, alongside assorted influencers and more.

Mark Hunt, marketing director, Character Options said: “We are hugely proud to be a part of this epic Teenage Mutant Ninja Turtles adventure, working alongside Playmates Toys and Paramount Consumer Products, for this iconic launch. Since we first previewed the range to our retail partners there has been a great deal of excitement in the air. We are thrilled that it’s finally in-stores.

“The team worked incredibly hard to pull this event together. And I’m delighted to report on how much of a success it was.”

Katy Sorkin, VP, Europe business development at Playmates Toys, added: “What a fitting way to introduce the new Teenage Mutant Ninja Turtles: Mutant Mayhem toys to long-time fans and a new generation of kids. The excitement and enthusiasm for the upcoming film and Playmates’ all new toy range was infectious. As always, Paramount Consumer Products and the Character Group put on a great event – here we go….Cowabunga!”

Venetia Davie, vice president, consumer products, UK & Ireland at Paramount, said: “The Teenage Mutant Ninja Turtles have captured the hearts of millions for nearly 40 years and we couldn’t be more excited for the release of Teenage Mutant Ninja Turtles: Mutant Mayhem. The toy range redefines the meaning of epic and really embodies the spirit and energy of the film, allowing fans to truly immerse themselves in the world of the Turtles. We have some real Turtle power here with Character Options and Playmates!”

The Teenage Mutant Ninja Turtles: Mutant Mayhem toy line includes action figures, vehicles and roleplay toys. Among those on show were The Mutant Mayhem Sewer Lair Playset “a real crowd-pleaser at the London event, with its impressive scale, fun features, and multiple levels of play,” said Character Options, alongside the Pizza Fire Van, with its electronically-fired pizza pies. But, the company noted, “perhaps fans were most excited to see the action figure line-up, which comprises three sets of scaled figures, all based on the teenage heroes depicted in the film”.

It was, attendees suggested, “a proper oldschool toy launch”, one that was good to have back. And who better to do it than Character, which delivered a great turnout and, with lots of youngsters there, introduced a new generation to the characters as well as pleasing the older Turtles fans.

Tamagotchi heads to Uni via London launch

Bandai UK launched its new iteration of classic Tamagotchi – Tamagotchi Uni –at a swish event at the Century Club in the middle of London’s West End.

The event was attended by media, influencers and celebrities, including the likes of Vanessa Feltz, Nicky Clarke and Imogen Thomas, as well as Toys n Playthings. A host of activities and photo opportunities kept the celebs and their kids busy, while TnP took the chance to get an early look at the new take on the old favourite.

The new virtual pet takes the 90s Tamagotchi into the digital age, with Wifi connectivity and an in-toy social media platform, as well as coming on a natty wristband.

The original sold more than 91 million worldwide, and Bandai’s launch, on July 15, was timed with other events in other territories, including New York, further boosting the PR and social media buzz.

Bandai is promising further PR and marketing activity, with cinema ads likely in the latter part of the year.

“The Tamagotchi Uni launch event was fantastic,” commented Priya Jadeja, Tamagotchi brand manager at Bandai UK. “Everything came together brilliantly and there was a real buzz in the room, with everyone really engaged and excited about what the new Tamagotchi Uni offers, It was a fantastic way to kick off the launch in the UK and we’re looking forward to it hitting shelves next month.”