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:: 2007 Dec. 19 Holiday Donation Feb. 06 iParenting Award :: 2006 Nov. 14 Top Toy Award Nov. 06 Amazon Fulfillment Nov. 02 Amazon Partnership Aug. 06 Fairies in News Feb.05: Moving into gifts... Feb.04: Price adjustment Feb.04: Russian Legend Feb.03: Triggering Imagination Jan.12: Dolls Take Beating :: 2005 Sept.05: TD Monthly article Sept.01: "Cool Company" Aug.03: Toy Safety |
FOR IMMEDIATE RELEASE Date: Feb. 05, 2006 Press Contact: Charles Erdman, Dervish Toys Phone: (800) 575.9564 Email: press@dervishtoys.com
With its product launch at the 2006 San Francisco Gift Fair, Dervish Toys makes its first move in to the gift market. Generally, adults are the target audience in gift stores, which differs considerably from the toy market where children influence their parent’s buying choices. So how does a toy company insert a children’s product into a predominantly adult retail environment? Fortunately, for Dervish Toys, fairies and fairy lore hold great appeal for both young and old alike. Unlike other toy products, there is little need to educate the gift audience about fairies. The Harry Potter and Lord of the Rings franchises prove that there is an immense interest in fantasy merchandise. The gift market is not insulated from such consumer trends. This arena is ripe for a new and engaging product like The Legends of the Faery Folk (R) stories and dolls. “We have been talking with a great number of retailers - both toy and gift – over the last few years to gauge the best exhibition outlets for our product,” says Charles Erdman, co-founder and president of Dervish Media and Dervish Toys. “In 2005, we exclusively attended toy fairs and did well even in that crowded market. We repeatedly heard about the opportunities that existed for our product in the gift market. We couldn’t wait to kick things off this year in San Francisco.” In the last ten years, the toy market has experienced a decline in middle tier retailers leaving a gap between the small “mom and pop” stores and large discounters. This reduction in sales channels limits the consumer’s options for discovering distinctive toys while forcing manufacturers to continually seek new distribution channels. “As a small company we need to find interesting ways to get noticed. The gift market will be just the right place to do it,” commented Erdman. “Being in a smaller category of exhibitors at the San Francisco Gift Fair allows us to have more personal contact with our buyers. When they hold our product, understand our message of imaginative play, diversity and respect for the environment- they immediately understand why our product will move off their shelves.” The most immediately striking element of the dolls is their design quality- from exquisite faces to highly decorative clothing. This attention to detail carries over to the packaging and website. Such a strong design ethic is immediately recognized by youngsters, and is a key element of their sales appeal. 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 collectible 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. For more information on the company, please visit www.dervishtoys.com. The official product Web site, which will have regularly updated faery stories for parents and children to read together, is www.theFaeryFolk.com. 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 |
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© 2005 Dervish Media, Inc. legal@dervishtoys.com
