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29 Aug 2006 Bratz drives foam furniture boom: The UK market is experiencing explosive growth in the children’s foam furniture business , driven primarily by Bratz . Vivid Imaginations launched their range in late July and based on early results is expecting to sell over 140 000 units in the first year with a retail value in excess of £5 million. “ This is fantastic news for the toy and nursery retail community as it is a brand new category that could not be fully exploited in the past due to the onerous foam furniture safety standards that made it impossible to manufacture at reasonable prices. Finding a reliable manufacturer in China who could meet all the required standards has been the big break-though that will now drive dramatic business growth ,” states Nick Austin ,Vivid CEO. The Vivid Zoo brand of children’s foam furniture was launched to UK/Ireland trade buyers in January this year with great optimism as the category has enjoyed huge success in US and Australia with Spinmaster and Funtastic respectively . Bratz , Thomas The Tank Engine and Fifi & the Flowertots were the first three licenses selected for the launch year and all three are performing very strongly currently. Adding to the story , NPD Retail Audits UK confirmed that children’s furniture was the fastest growing segment of the toy market year to date (July 06) . Extrapolated to year end the category will be worth £24 million at retail in UK toy outlets alone. “ In an industry struggling for growth , our Vivid Zoo foam furniture business is a tremendous opportunity for our retail partners to generate incremental turnover and steal business from traditional children’s furniture retailers . It also creates great instore impact and works very well online and off catalogue pages ,” concludes Austin. For more information contact Vivid Imaginations on 01483 449944 , e mail info@vividimag.co.uk or website www.evivid.co.uk Vivid Imaginations is an independently owned toy and games design and marketing business based in Guildford UK and Kowloon ,HK . The company manages a range of market-leading toy and games brands including Bratz, WWE , Fifi and the Flowertots , Pirates Of The Caribbean , Atmosfear , Crayola ,Animal Hospital and Winnie The Pooh . Vivid is the number one toy and game company in the UK , independently declared by retail audit company NPD Inc .
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