Toy firm gears up for Christmas

Shropshire toy firm Golden Bear today launched its latest assault on the lucrative Christmas market with a combination of cartoon character favourites, educational games and cookery products endorsed by a celebrity chef.

The company, based at Hortonwood in Telford, was a sell-out sensation in the mid 1990s with its licensed Teletubbies range, and has built its reputation by producing toys based on well-known children's characters ever since.

This year, the range features popular characters from the small and big screen including Thomas The Tank Engine, Noddy, Bob The Builder, Scooby Doo, Charlie and Lola, and Disney's Cars, as well as Royal Ballet ballerina dolls, and Shaun The Sheep "singing" toys.

One of the company's biggest sellers is expected to be the Shaun The Sheep range, based on the TV character created by Aardman Animations. There's a Dancing Shaun which plays the famous theme song, a Nodding Shaun which also bleats and wags its tail, and a Music Scene Shaun which can be plugged into an iPod or MP3 player.

The Noddy Draw and Drive playmat was such a hit last year that Golden Bear has expanded the range to include Bob the Builder, Dora the Explorer, Scooby Doo and Disney's Cars. And the company also has high hopes for its new Drive Away Talking Thomas and Friends set, which includes new talking characters from the Thomas The Tank Engine series.

For parents keen to see their children learn while they play, Golden Bear has produced a range of Brain-Ed games.

Spokesman Julie Pittilla said: "These award-winning games stretch the mind and make you smile. They include games to teach kids about the everyday perils of life, and how to eat healthily."

But the range is not just for the kids - Golden Bear has also unveiled "Crock Pot" slow cookers, which it says are the first slow cookers which can be used on the hob, in the oven, or microwave.

The products come with a recipe book from celebrity chef Phil Vickery.

The Shropshire firm has already secured retailing deals with a host of big-name stores. Selected products from the range are now available at Woolworths, Toys R Us, and Argos.