Popular characters will also appear on a range of stationery and bags

Cheeky Monkey, Glamour Puss, Mad Cow, Dozy Mare, Easy Tiger and Top Dog are coming to an Amusement Park near you! Withit has awarded a license to Sega Amusements Europe, one of the continent’s biggest names in amusement machines, to produce a range of Withit plush for the leisure industry. The Classic Withit characters, already a retail hit in more than 50 countries, will be appearing as special soft toy prizes in machines at amusement parks, holiday parks and leisure locations across UK, Europe, Russia and the Baltic States from spring 2011. There will be six designs, each averaging 25cm in height and all produced to the high standards that have made Sega first port of call for many major leisure groups across Europe. Sega is also planning a range of Withit-branded bags and stationery as redemption prizes against special tickets that certain games machines will payout to lucky players.

The plush prizes will make their first appearance in spring next year at the start of the holiday season that runs through to the end of summer. Although the prizes, like the characters, are likely to enjoy a strong market among teen and tween girls, the Withit plush characters are also likely to have a strong appeal to adult males playing to win their girlfriends a prize and to family groups.

The gallery of Withit icons was developed in 1991 and has been licensed from 2001. Since that time the characters have been part of a retail success story in more than 50 countries and across a wide range of categories including apparel, nightwear, stationery, bags, accessories and many more. The initial target market of tween and teen girls aged 9-15 has now expanded to include a strong adult market.

Trevor Clarke Head of Merchandise Division at Sega Amusements Europe Ltd says, “We are expecting a strong response from both our national accounts in the leisure industry and from users of games machines to the introduction of the Withit characters to their prize opportunities. Cheeky Monkey, Glamour Puss, Mad Cow, Dozy Mare, Easy Tiger and Top Dog are colourful, fun, and collectable — perfect for the holiday and leisure audience.”

Brad Caines, Creative Director of Withit says: “The leisure industry is an obvious outlet for a range with a wide-ranging appeal across a number of categories — but we needed to ensure we had the right partner. The experience and reputation for quality of Sega in the leisure and games business combined with the style, wit and originality of the Withit characters is we feel, a perfect combination.”