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Nickelodeon looking for toy success with Blaze

Fisher-Price unveils toy line for preschool show ahead of new episodes airing in March.

Nickelodeon is hoping to have another hit in the toy aisles, as Fisher-Price rolls out the new toy line for preschool show Blaze and the Monster Machines.

The collection includes talking vehicles, collectable die-cast vehicles and transforming Monster Trucks.

Key TV driver will be the Transforming Blaze Jet, while there is also an extensive collection of vehicles from the Slam & Go trucks to Blaze bath toys.

The launch is being backed with a strong TV presence, as well as a hefty marketing campaign and a press partnership across preschool children’s magazines.

Marianne James, vp, consumer products UK & Ireland & European retail sales and marketing, Viacom International Media Networks, commented: “We are very excited to be working with Fisher-Price to create unique, exclusive and quality toys that bring together the fast-paced adventure, learning and cool monster truck action in a category that we know preschoolers love.”

Wendy Hill, director of brand activation at Mattel UK, added: “We are delighted to welcome Blaze and the Monster Machines to our Fisher-Price character brands portfolio.

“Blaze has a large fan base which is continuing to grow, and with new content launching in spring, we are very excited for the highly anticipated launch of the Fisher-Price toy line to bring this action-packed series to life for preschoolers through play.”

New episodes of Blaze and the Monster Machines are due to air on Nick Jr from March. The show has enjoyed strong audience figures since its initial launch in March 2015. It aims to introduce viewers to STEM (Science, Technology, Engineering and Maths) learning through story telling, themes, stunts and transforming monster trucks.

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