Cape Town - Prima Toy and Leisure Group, the manufacturer and distributor of generic and branded toys and games, was well positioned for 1999 with new products and brands, Searle Diamond, the executive chairman, said in the group's recently issued annual report.
Empire Toy and Stationery, the importer and national distributor of stationery and toys and a subsidiary of the group, was enhancing its range of stationery. Diamond said this process would involve the development of a comprehensive range of licensed and branded stationery products.
Empire Toy, acquired last September, catered for scholastic, social, fancy and computer stationery with a strong penetration in chain stores and supermarkets, Diamond said.
Meanwhile, Prima Toys had created new operating divisions such as Hasbro SA and Toycorp. Brands included Barbie books, Barney, Batman, Coca-Cola, Disney, Teletubbies and Spice Girls.
Hasbro SA's association with Hasbro Inc gave it direct access to multimillion dollar research and development, Diamond said.
Hasbro Inc had itself acquired a number of leading brands and international toy manufacturers, thus ensuring that Hasbro SA would continue to enjoy substantial growth, he said.
Americom, another subsidiary which was acquired in March last year, dominated theatrical licensing. It was well positioned to capitalise on its extensive licensing and brand building expertise, Diamond said.
Sesame Street, a locally produced version of the US educational television series, was due for release this year and had been endorsed by the department of education.
The awarding of casino and gaming licences provided an opportunity to license family entertainment, theme parks and themed restaurants, Diamond said. The concept of a store within a store for branded merchandise was being expanded with Universal Studios of the US.
Prima Toy shares shed 7c to 78c yesterday during thin trade on a day when the JSE all share index advanced 0,38 percent. The shares touched a low of 50c in December and a 1998 high of R1,38 on May 11.