Following the launch of its Toy of the Year (TOTY)-nominated Jurassic World Real FX Baby Blue this fall, Wow! Stuff is plotting an expansion of the line.

The British company, which sells the Real FX Baby Blue in the U.S. through a partnership with Jakks Pacific, plans to release an array of Real FX toys in the Robotic/Interactive Playmates class of The NPD Group’s Youth Electronics Supercategory.

“We’ve always been driven by innovation, and that’s how most brands originate and become leaders, often by creating the category itself. It’s actually been difficult to pigeonhole the category that Real FX plays in. Perhaps it’s even the first brand in a new developing category of realistic/feels-alive toys, but for now, it appears Robotic/Interactive Playmates is where it sits,” comments Wow! Stuff CEO Richard North. “Our original Real FX item was an artificial intelligence (AI) race car set that sold more than $45 million at wholesale in its first year, followed by the Harry Potter Invisibility Cloak. Our positioning for these products has been ‘As realistic as it can be outside of the real thing!’. For example, as a toy and in the hands of a 7-year-old, Real FX Baby Blue must feel like the most realistic dinosaur in 65 million years.”

Authentic Real FX toys will feature a black and silver or purple and silver brand insignia alongside a holographic emblem on their packaging.

Wow! Stuff believes that the expansion of its Real FX brand in the coming year will position it to connect with older kids through new and innovative products.


The ToyBook 1st November 2022