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Vivid Group’s Animagic toy line has been awarded the highly coveted Dr Toy award as one of the best toy picks for Christmas.  Following on from last year’s DreamToys listing for Honey My Baby Pony, the Animagic brand of plush pets looks set to be one of the big girls toy hits of 2009. Launched in over 28 countries for this Christmas the Animagic range appears to be one of the brands picking up girls toy sales from the flagging dolls segment. In particular, Vivid’s Peanut My Baby Puppy appears to be a frontrunner with extra stock being flown in from China to meet higher than expected demand.
“ We have always been confident that Animagic would be successful but at £40+ retail price there was always a nagging doubt that the current retail environment might slow sales down. Now we know that is not the case and we are doing all we can to maximize retailers’ sales by flying in extra stock,” stated Paul Weston, Vivid’s UK CEO. “ Only in the toy business can you go from a possible over-supply position in September to an air-freight position in October,” he continues. Vivid are currently previewing customers on new Animagic product lines for 2010 with opening price points starting below £10 to enable year round sales.
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