THE BRIDGE DIRECT EXPANDS SHOPKINS INTO NEW CATEGORIES
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he Bridge Direct will preview its new line of Shopkins-licensed toys at Fall Toy Preview. The new products, which are set for release next fall, include activity and construction toys. “We are delighted to be a part of Shopkins, the hottest toy line in the market today, and we are excited to see it quickly transform from a toy line into a full blown entertainment property,” says Jay Foreman, CEO, The Bridge Direct. The Bridge Direct’s Inkoos line will expand with Shopkins plush in three sizes. Kids can decorate, design, and color in the plush Shopkins using the included washable markers, then wash and redesign them. Because every Shopkins fan needs a place to put their Shopkins for on-the-go fun, The Bridge Direct will also launch designable activity purses and bags that put a fashion-forward twist on the brand, allowing kids to decorate and customize their own Shopkins accessories. These kid-sized versions of the iconic Shopkins tote bags will play up the brand’s shopping theme while encouraging kids to express their own unique style. In addition to the activity toys, The Bridge Direct will let kids build the world of
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Shopkins with the new Shopkins C3 Kinstruction line. Shopkins fans can build their own Shopville Town Center, from the Shopkins Bakery to the Beauty Salon, with sets ranging from 32 to 394 pieces. These construction sets, complete with Shopkins character figures, are compatible with all other major construction brands. “This is the perfect brand for the girls’ construction category,” says Foreman. “It lets girls use their skills and imagination to recreate the environments from the Shopkins world, as well as create mashup concepts by mixing and matching the figures.” The first wave of product will begin to hit shelves on a limited basis this December and will continue to roll out next spring. The Bridge will preview additional line extensions for next fall in Dallas. ■ Top left: Color ’n Create Activity Plush Kooky Cookie; Top right: C3 Kinstruction Shopville Town Center; Bottom left: Color ’n Fashion Activity Purse Strawberry Kiss; Bottom right: Color ’n Fashion Activity Messenger Bag
SEPTEMBER/OCTOBER 2015