Treasure Trove of "Saddle Club" Toys Launched

The stars of "Saddle Club" will be coming to life for girls in the U.K. in January, when Treasure Trove Toys unveils a comprehensive range of Breyer models based on the PopGirl TV show. TV advertising is planned to support the range in 2010.

Based on the books written by the popular children's author Bonnie Bryant, the live-action series is managed by Marathon Media, which recently appointed Ignition Licensing in the U.K. to develop a merchandising program for the series there.

Breyer's "Saddle Club" collection of horses, figures and accessories has already been a huge hit in the U.S. and Australia, and is expected to be equally successful in the U.K.

"Breyer sales were exceptional in the fourth quarter of 2009 and we see the Saddle Club introduction, and our progression to TV advertising, as a very exciting development for the Breyer brand," says Kim Carter, business director of Treasure Trove Toys.