Armouron is a terrific new role-play product designed for children aged 4+ that adds a nice little twist to traditional ready-made outfits. This interchangeable armour-style set allows kids to alter their appearance by customising their Armouron outfit using the large choice of accessories.
The Armouron Action Set comes with flat-packed chest body armour, a helmet, a shield and some very clever interconnecting widgets (called Snapperons) to join the lightweight armour together. This encourages plenty of customisation - as boys will have great fun swapping various bits of Armouron between themselves to create some awesome new appearances.
Armouron can be customised yet further with various accessory sets, consisting of multi-coloured Snapperons (gold, silver, blue or red) and some very neat add-ons such as wings, flames, spikes and visors. Fans of Armouron should also keep an eye out for plenty of forthcoming accessories including action sets, long swords and other weapons.
Bristol-based company, Cod Steaks, are responsible for the creation of Armouron - and not only did they won an award for it at the 2010 Toy Fair, but it has also been hailed as the "Toy of the Year" in France. Sue Lipscombe, the founder and MD of Cod Steaks said that Armouron "is a good, old-fashioned British success story and it’s great to see a homegrown product taking on the big players on an international scale."
On March 4th 2010, Bristol's Observer newspaper reported on how Cod Steaks had struck a deal with Bandai to create further additions to the line. They also announced that talks were ongoing about a book telling the story of Armouron as well as potential TV or video game tie-ins.
It has since been confirmed that Random House Children’s Books has commissioned a collection of books all about Armouron which are designed to appeal to young fans of other popular toy franchises such as Ben 10 and Power Rangers. The stories are set in a futuristic galaxy and chart the ups and downs of a team of young knights trying to maintain peace. This kind of high profile tie-in can only be a good thing for the Armouron toys - and we're sure it will help to build a lot of momentum for the product in the lead-up to Christmas.
The Bristol Evening Post published a very positive article on 30th July, congratulating the company on being given the opportunity to display eight Armouron costumes in the window of Hamley's flagship store in Regent Street, London. The Hamleys launch event on Saturday 7th August saw 65 lucky children given the opportunity to have one of the very first glimpses inside the shop's Armouron-themed room. They were also able to try on all the costumes and left at the end of the day with an Armouron goodie bag.
The original online book seller now sells virtually every product you can imagine... including toys!
Although most famous for their incredible Regent Street shop, Hamleys also has an impressive online presence.
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6 people have reviewed this product:
Average score:
Faultless
Comment by Thom, 3rd August 2010
I'm really struggling to fault this product at all. It seems expensive at first glance but when I saw my two sons (4 and 5 years old) 'armour-up' and get stuck in I could see the appeal instantly. Brilliant.
Imaginative play for girls *and* boys
Comment by Bristol Cherrypie, 6th March 2010
I think Armouron looks great fun for imaginative active play! But for goodness sake, please don't let it just be marketed to boys. Kids that age are pretty much dictated to by marketers about who they can be - because they want to fit in - and how we play affects how we develop. Armouron is ideal to appeal to girls and boys play, if its marketed properly. Designed in Bristol... well done Cod Steaks!
Not sure about this
Comment by George, 4th March 2010
I have not actually seen Armouron in real life but the image is very reminiscent of Power Rangers and similarly aggressive shows. Do we really need our kids role-playing this kind of stuff more than they do already?
Wow!
Comment by Louise, 4th March 2010
This looks amazing! I can see Armouron becoming a huge hit, not only with kids but with their parents too. Anything that gets kids away from the TV has to be a winner.
Can't wait!
Comment by Simon, 25th February 2010
This is just what my kids have been looking for - something that will keep them amused for hours - well done Cod Steaks! (Thats a strange name for a firm!)
Armouron looks fantastic!
Comment by Ruth, 22nd February 2010
Armouron really is fantastic! It's easily going to be THE toy to have over the next few months... I can't wait to see it in the stores.
A traditional combination toy shop and baby clothes boutique.
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