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15 August 2005
Vivid becomes first number one UK company for 25 years. In July Vivid Imaginations became the first UK company to get to pole position in toy manufacturer rankings for over 25 years according to NPD retail audit data . The Vivid Group notched up 7.1% total sales to share top spot with Mattel .
An independent, Guildford-based formed just over twelve years ago by a group of ex Matchbox escapees , Vivid has crawled up the rankings by building a portfolio of classic brands eg Bratz , Spiderman , Animal Hospital , MagnaDoodle …… opportunistic brands eg Crazy Frog ….. and great items eg Ultimate Splash Attack , Hip Hoppa and soon to be launched IZ.
“This is a very proud moment for the 101 members of the Vivid team in HK and UK ,” stated CEO and co-founder Nick Austin . “ If nothing else it demonstrates that in the toy business …if you can dream it, you can achieve it ! We have learned how to compete with and beat big multi-nationals and most importantly have retained a spirit and speed of response that allows us to bring an idea to market in just five months as in Crazy Frog . Most importantly though we’d like to take this opportunity to thank all our loyal British and Irish customers who have supported us so strongly over the past twelve years and given us the chance to shine …..“
Clearly Vivid has created a broad base upon which to build for the future with market-leading positions in dolls , outdoor toys , character preschool and action figures . This Christmas sees a major assault from Vivid into the fast-growing tech toy segment with digiBlast, i-Video and much-anticipated IZ.
Austin adds, “We’ll continue to invest heavily in TV advertising , promotions and new product development to try and hold our position at the top .We know the moment we take our foot off the accelerator someone will come and take our crown …….that’s what makes this business so exciting yet so intense . People often say I never look relaxed…. what do you expect – this is the toy industry ….only the paranoid survive!!”
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