HMAF TOYS

The whole concept of the new range of HM Armed Forces toys was summed up by Brigadier Mark van der Lande at the HMAF launch yesterday “To promote the image, ethos and reputation of our service personnel”.

Contrary to inaccurate weekend press reports there are of course action figures in the line that reflect the diversity of serving members of HM Armed Forces. And many others are planned.

Snapped on display yesterday at the HMAF Press Launch at RAF Northolt were the three figures pictured in this post.

Only thing missing now is a picture of certain national newspaper editors chowing down to a plate of humble pie…

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Some of the mainstream media were reporting last week that there were no women figures in Character’s HMAF line up.

Thats not the case at all. There’s a female figure on the way and at least one other in the design stage.

The MoD are stressing that they want to see the range reflecting the diversity of serving service men and women in terms of both gender and ethnicity.

Therefore (drumroll) the first female action figure in the HM Armed Forces range will be … an Army Medic wearing desert camouflage. The Medic will be out in time for Xmas 2009.

One footnote, the head sculpt for the medic is in fact based on an employee at Designworks, the Windsor UK based company that designs HM Armed Forces figures for Character Options.

There are already plans for a second female figure. This could be (not confirmed) a frontline Army figure, but will feature the digital head sculpt of Olivia Smales of IMG, a licensing agency to the MoD.

So whilst the Army Medic will be available over the counter by Xmas we may have to hold out till 2010 for Olivia’s frontline reinforcements.

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“This Brand is Long Term”

Today at RAF Northolt the Ministry of Defence and Character Group held the spectacular Press Launch for HM Armed Forces toys.

Behind an ultra tight security cordon deep inside the base Character unveiled a hanger stockpiled with every HMAF release we can expect this year, as well as some that are timed for release next year…

On hand were serving members of HM Armed Forces and senior military commanders as well as the top brass from Character Options.

Launching the biggest UK military toy line since the 1966 release of Palitoy’s Action Man, Brigadier Mark van der Lande OBE praised the range as “A tribute to our service men and women”.

The best news came from Character Group MD Jon Diver who stated, “This brand is long term - there’s going to be many opportunities to replicate other elements of the services”.

All of which should translate into many more HMAF figures and toys in the months and years to come.

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HM Armed Forces toys are set to be officially launched on May 8th 2009 to coincide with VE Day.

The HMAF range was first publicly displayed by the maker Character Options at the London Toy Fair in January 2009 where it won the  Best Action Figure & Accessories award.

The launch will be backed up by a major press and television advertising campaign.  A range of nine collectible cards will be distributed in boy’s publications to mark the launch.

The first big media event is on May 6th at RAF Northolt with a display from all three services.  On the weekend of May 9th there will be more regional events to mark the launch of HMAF toys.

With less than a month till launch the countdown to HMAF has begun …

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