THE TINY TOY THAT HAS BECOME the fastest growing boys brand in Europe. Even before the development of an animated television series, Gormiti was a phenomenon among boys. Even before its upcoming US launch, Gormiti is a $200 million toy business with more than 100 million pieces sold and over 100% annual growth over the past two years in Europe. In addition to the original toy lines, the Gormiti property now comprises a brand new animated television series of 56 x 26' episodes, publishing products, and six CGI-animated DVD episodes.

GORMITI® © Giochi Preziosi S.p.A.

The original Gormiti toys are 3D mini figurines and action figures of fantasy characters, each packed with two cards that provide the profile and personality of the character. The property is developed by Italian toy powerhouse Giochi Preziosi and was launched in Italy in 2005. Since then, Gormiti's international success story has grown to make it
- the fastest growing toy brand in the UK
- the #1 SKU in values and units in Scandinavia and Spain
- the #1 SKU in units in Germany and France
- the #1 boys brand in action figures in Greece

The toys have already been launched in various parts of Plus Licens territories, including the Nordic countries in June 2007 and Bulgaria, Croatia and Slovenia in September 2008. Further launches into Eastern European key markets are planned for 2009.

The stunning success of the original toys has proceeded into other product categories in the toy market as well as in the general merchandising and promotional market. A Gormiti magazine was launched in Italy in the spring of 2006, distributed monthly in 100.000 copies - nearly the double print run of the closest competitors among character brand-driven magazines on the market!

The animated Gormiti television series from Giochi Preziosi and Marathon Media is so far produced in 52 x 26' episodes (or 104 x 13'). The series was launched in Italy in october 2008 and is currently being launched in several European countries. A TV-related toy line with new sound and light effects has also been launched.

As a strategic card game, the Gormiti storyline focuses on adventures and fantasy, featuring champions with elemental powers and marketed under the tagline "the Invincible Lords of Nature". Gormiti combines fantasy and magic with environmental and natural elements, building on constant interaction between the real world and the world of Gormiti. 322 different characters in six different collections have so far been launched, with two new toy lines being launched every year. Adding to the collectability element, Gormiti also focuses on strong character personality and intense fantasy action and adventure, both providing an effective entrance into boys' hearts.

The Gormiti storyline features four kids - Nick, Toby, Lucas and Jessica - who are able to transform into Gormiti (sing. Gormita) by traveling through an interdimensional port called The Shimeri. Thereby obtaining the powers of Earth, Forest, Sea and Air, they battle the evil Gormiti tribes who have taken on the natures of Magma and Lava. Toby (Lord of the Sea) controls water, Jessica (Lady of the Air) can fly and control winds, Lucas (Lord of the Forest) controls vines, trees and plants, while Nick (Lord of the Earth) has the strength of stone.