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Play Around makes debut at Hong Kong Toy & Games Fair

The new Italian toy company welcomed trade to a dedicated showroom at the expo.

New toy company, Play Around enjoyed a successful debut at the Hong Kong Toy & Games Fair last week, welcoming the trade to a dedicated showroom at the expo.

The company – which was founded by a team of executives from promotions company, Pea&Promoplast – creates innovative projects for both own brand and licensed ranges.

The first of the licensed properties is Kids in Town – a multi-ethnic world in which a range of diverse characters from different cultures and backgrounds come together with common values.

The brand offers a wealth of inspiration for regular new content and Play Around will be creating a range of toys to pitch to buyers and retailers within the next few months.

Meanwhile, Kawais is an animal-based property with a strong environmental theme.

The world of animals who all live on an island together, also offers a strong collectability element for licensing. Play Around’s new range features animal collectables, each with their own symbol and charm to represent their individual world. The play-set has a nature feature, allowing children to plant seeds and watch them grow to create a living world for their toys.

The characters in the Kawais range live in trees, branches and other habitats, which are all modular and interchangeable and made out of wood fibre to continue the theme of sustainability.

In addition, Play Around is also developing licensed toy lines based on Angry Birds and Masha and the Bear.

Bologna Licensing Trade Fair will also see the company announcing further licensing deals and showcasing a range of new products.

“We’re really excited to launch the new company and our exciting debut ranges to retailers and distributors,” said Massimiliano Piazzolla, general manager of Play Around. “The reception from the trade so far has been overwhelmingly positive, and we are building a solid foundation for the consumer launches later this year.”

The Play Around team will also be attending Spielwarenmesse in Nuremberg to meet new partners later this month.

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