Prop Makers To Battle Toy Shops

A business that specialises in designing and manufacturing products for film and TV, Cod Steaks, has been working on its first foray into the world of toy design and their new product Armouron is about the hit the toy stores.
Armouron, a range of interchangeable, armour-style costumes, designed to encourage children to engage in active outdoor role play, has just won the top prize in the dress-up/role play category of the "Grand Prix de Jouet" awards in France, beating stiff competition from more established brands.
The product won the equivalent UK award at the 2010 UK Toy Awards and is predicted to be the 'must have' for children this Christmas.
The company has also struck a deal with RDF Rights, part of the RDF media group to handle further licensing of the products, which has already resulted in a multi-book publishing deal with Random House, telling the story of the Armouron. The spin-off book is now available and a cartoon for Cartoon Network is in development.
The idea was first conceived by founder and Managing Director Sue Lipscombe, who wanted to use her business' creativity and expertise to produce a toy that would inspire children to play outdoors and take an active interest in engineering and customisation.
Sue said: "The product we came up with a bold move away from modern, popular toy formats and we are incredibly happy that some of the world's biggest players have taken an interest and will help to make our designs the must-have item for children across Europe.
"This is a good, old-fashioned British success story and it's great to see a homegrown product taking on the big players on an international scale. Several retailers have already placed their orders for the full toy line-up and, judging by the reaction we've been having from everyone we've spoken to, we are looking forward to our product becoming a household name very soon."
Despite its recent success, the company is not resting on its laurels. It has already started working on new products that will be added to the toy line in 2011 and continues to produce work for film and television. Cod Steaks' diverse portfolio includes creating sets and models for all of the Wallace and Gromit feature films by Aardman Animations, producing sets and art direction for music videos such as Jamiroquai and promoting fashion brands that include Levi's and Superdry.
Sue said: "Cod Steaks is a hub of innovation which I believe brings together some of the finest minds and skills in the UK creative sector today. What we have proved time and time again is that you don't need to be based in London or Los Angeles to make an impression and that, if you can dream it, it is possible."
(KMcA)