After centuries of seclusion, The Faery Folk (R) will come down from their secret mountain-hiding place this May to join the growing consumer trend towards more imagination-inspired toys. A Wall Street Journal article published in November ‘04 indicated a growing concern among parents with the increasing violence of video games. This has increased the demand for toys that encourage healthy fantasy and imagination in their children. The Faery Folk (R) combine Old World craftsmanship, beauty, and attention to detail with an added element: faery stories for each collectible doll that continue as a series on their website (www.TheFaeryFolk.com).

"As parents ourselves, we look for toys that stimulate a child's imagination and deliver a positive message," says Charles Erdman, co-founder of Dervish Media and Dervish Toys, developers of The Faery Folk (R). "We designed our toys to foster the more imaginative aspects of play, and we hope The Faery Folk (R) will help children envision their familiar backyards and playgrounds as wondrous lands of immense beauty and possibility."

The most immediately striking element of the dolls is their design quality- from exquisite faces to highly detailed clothing. Unlike fairy toys made by large manufacturers, The Faery Folk (R) collectible dolls are not miniature versions of adults but --like children-- perfectly proportioned small beings. This strong kinship between Faery Folk (R) and children is immediately recognized by youngsters, and is a key element of their sales appeal.

The Faery Folk (R) sparked palpable buzz at both the New York and Pomona International Toy Fairs in 2005 where doll prototypes were displayed. Toy and gift vendors alike remarked upon the greater market potential for the dolls from their target audience (girls ages 6-8) towards teenagers and adults who appreciate fairy lore. With the immense appeal of fantasy story-telling--evidenced by the Harry Potter books and films, and The Lord of The Rings film trilogy--The Legends of The Faery Folk (R) seem primed to be one of this year's most sought-after gifts.

"We're extremely pleased with the results of our initial target marketing, and we believe there is a broad audience appeal for the product," says Erdman. “The visual allure and reasonable price point of the dolls make them attractive to anyone who loves fairy tales.”

"We've carefully considered the launch of this product for nearly three years," says doll designer Tatiana Romanov. "It was important to us to develop a strong back-story so that the dolls would be rooted in a fully formed fantasy world that enhances the quality of a child's play. The Faery Folk aren't toys that children will put aside quickly. As a parent and a toymaker, that's really a dream come true."

Inspired by countless faery and folk tales from around the world, The Legends of The Faery Folk (R) line launches this May with six visually unique dolls that span a range of cultures. Each doll comes with a booklet that tells its personal story, and contains a craft project that child and parent can create together. The Faery Folk stories are updated on their website (www.TheFaeryFolk.com), so parents can easily download, print, and read them to their children.

ABOUT DERVISH TOYS

Dervish Toys is the sales and marketing arm of Dervish Media, exclusively for toy brands. It is responsible for marketing the toy products developed and produced by Dervish Media. Dervish Toys is proud to present their first product- the Faery Folk(R) collectible dolls and storybooks.

The first element of The Legends of the Faery Folk(R) property is a dream come true for co-founder Tatiana Romanov, whose grandfather was a Russian prince expelled during the Bolshevik revolution. His wondrous tales of Russian faeries inspired her to create a line of faery dolls to spark the imaginations of children worldwide.

Dervish's first product line, The Faery Folk (R) collectible dolls & story books were introduced to the gift market at the San Francisco Gift Fair in early 2006. A line of six distinctive, highly crafted collectible dolls with unique costumes and story books, the Faery Folk (R) also have a dedicated Web site (www.theFaeryFolk.com) with corresponding personal histories. Dervish will follow its initial wave of wholesale doll sales with a book, a line of officially licensed apparel, and a video series.

CONTACT & PURCHASING INFORMATION

Retailer Contact: Dervish Toys
Phone: (800) 575-9564
Email: press@dervishtoys.com, sales@faerymarket.com
Product Wholesale Price: $ 13.00
Online Ordering: www.faerymarket.biz
Consumer Site: www.TheFaeryFolk.com