Giochi Preziosi enjoys early success with Glimmies franchise

Giochi Preziosi’s licensing division is delighted to report a successful start to the licensing programme for its new property, Glimmies. Since the launch of the toy range in Europe earlier this year, excellent sales have been recorded while several categories have been confirmed as licensing partners for the UK.

The Glimmies toy line launched in early 2017 and a global retail sales value of €45 million euro has been estimated for its debut year with a total of 10 million pieces sold by the end of the year. Early 2017 also saw a licensing programme getting underway with Lisle Licensing being signed as the UK and Ireland licensing agent, and partners are now on board from across publishing, apparel and magazine sectors, which all begins in AW17 with the release of new merchandise.

With the UK launch of the toys came a heavyweight marketing campaign including TV, digital, store events and a dedicated YouTube channel which has received over a million views to date. A print campaign and Kidfluencer programme also added to the buzz and ensured awareness of the brand.

Wave 2 of the master toy line with new features and themes will launch soon with just as much marketing activity behind them as in Spring. As part of the support, the GP Group has created a number of webisodes with key Glimmies characters; the episodes, which already air in Italy on Cartoonito, are also being placed on a top UK TV channel. Added to this, UK cinema advertising is also in the pipeline for AW17.

Following such a successful European toy launch, Glimmies distribution will continue throughout the world until reaching 34 countries, with a new US distributor recently being signed. Two brand new waves of the toy line are also in progress for 2018.

Graziano Delmaestro, Head of Licensing at Giochi Preziosi, commented:

“We are delighted with the early success of the Glimmies franchise. Toy sales are off to an excellent start and it is now our intention to extend the Glimmies experience for all by creating several ways to enjoy the characters and storylines.”