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Toys'R'Us targets the 'Blaze' craze


Toys”R”Us is looking to excite toy shoppers with an all-new assortment of toys from Fisher-Price based on the hit Nickelodeon show, “Blaze and the Monster Machines.”

The show features the heroic monster truck, Blaze, his 8-year-old driver, AJ, and many other characters helping preschoolers learn Science, Technology, Engineering and Math (STEM) concepts. The Toys line of road-ready vehicles, die-cast and plush are available only at Toys"R"Us stores nationwide and, now through the end of July.

"Ever since Blaze and the Monster Machines roared to life last fall, preschoolers have been clamoring for toys starring the show's entire gang of witty and vibrant characters," said Jamie Uitdenhowen, vice president and general merchandising manager at Toys"R"Us, U.S. "We worked closely with our partners at Fisher-Price and Nickelodeon to be the first retailer to race this action-packed line of playthings to shelves for little fans, providing them the opportunity to extend the high-octane stunts, songs and monster adventures from the show during playtime."

Currently ranked as the No. 1 preschool show in its time period on TV, “Blaze and the Monster Machines” is the first preschool series to comprehensively cover all areas of STEM in every episode.

"As the popularity of Blaze and the Monster Machines continues to grow, we are excited to bring the adventures from the show into the homes of our fans," said Manuel Torres, SVP-global toys and publishing, Nickelodeon Consumer Products. "Fisher-Price has brought the signature styles, action and excitement from the show to life."

“Blaze and the Monster Machines” follows Blaze and AJ, as they explore the physics of how things move, tackle problems through scientific inquiry and mathematics and discover the parts needed to make everyday technologies work. Each action-packed episode is filled with monster trucks, physical humor and upbeat original songs with lyrics that highlight a STEM-related concept, such as adhesion, friction, force, trajectory and magnetism.

"We are thrilled to partner with Toys"R"Us to be the first Blaze and the Monster Machines retail destination," said Steve LaBella, Senior Vice President, Fisher-Price Preschool. "Kids everywhere have been captivated by the unique personalities featured on the show and can now play out the exciting action from Nickelodeon's top-rated series with vehicles, die-cast and plush, while experiencing the STEM principles integral to the show's content."

Toys"R"Us merchandise is sold in 869 Toys"R"Us and Babies"R"Us stores in the United States, Puerto Rico and Guam, and in more than 725 international stores and over 240 licensed stores in 37 countries and jurisdictions.

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