Imperial War Museums Debuts New Toys

EUROPE–Imperial War Museums has teamed up with SmartFox, a Koch Media company, to develop and distribute a new line of branded construction sets.

April 6, 2018

Imperial War Museums Debuts New Toys

The HMS Belfast, Lancaster Bomber, Sherman Tank, Willys MB Jeep and Hawker Hurricane inspire new range of construction sets.


The new sets, which are inspired by the IWM’s most iconic objects, will feature the WWII Navy ship HMS Belfast, the Lancaster Bomber, Sherman Tank, Willys MB Jeep and the Hawker Hurricane. Each item’s packaging will also feature archival images of the vehicles as well as informative descriptions.

The IWM-themed construction sets will be available at independent toy and gift stores as well as international retailers. It will also be available in the catalogue sector via JD Williams, Nauticalia Stores, Owlbarn mailorder, Express Gifts, Freemans/Grattons and more.

“We are thrilled to be exhibiting the finished range of IWM construction sets and anticipate the start of something very exciting as we continue our work with IWM,” says John Cronin, sales director, Koch Media. 

In addition, IWM will display the finished toy line at Brand Licensing Europe,

taking place Oct. 10-12 at London’s Olympia. The brand will also present the seminar “Chocks Away! Making Toys Fly with IWM,” on Tuesday, Oct. 10, at 2:30 p.m. local time in the Brands & Lifestyle Theatre.

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