Lite Brix LEDs to add light to construction toy market

The Radiant Runway can be used with micro figure girls

Character Options is hoping to brighten up the construction toys market with its Lite Brix range.

Rolling out next month, Lite Brix contain multicoloured flashing LEDs that when pieced together complete a circuit and illuminate.

The range includes a poseable Space Trooper Robot for boys, while the girls’ line-up includes the Radiant Runway for Lite Brix micro figure girls. It will be backed with TV and print ads, plus an interactive online push.

CO is also expanding its Character Building micro figure ranges. The Sports Stars football line-up will feature new players and all 11 regenerations of Time Lord are being added to the Doctor Who range to mark the show’s 50th anniversary.