Noriel Group 2013

www.noriel.ro

Noriel GroupPast and Present Facts

Noriel is the market leader in the Romanian toy industry, having more than 20years of experience in this field.

Noriel entered the toy business in the early 90’s with its own production ofgames and puzzles, and its portfolio consists of the most familiar traditionalbrands that many generations grew up with.

Taking all this into account, Noriel is developing a strategic plan to improve thequality standards of its products and to develop new products year after year,following a complete market review.

Noriel started to develop its own series of portable computers for children, artand craft products (Plastelino, Junior Art, Color Chic), dolls (Maia, Princess,Andreea Creation), new-born and preschool products (Bright Kids), interactiveplush toys (Puffy Pets) and many other lines of products.

Noriel GroupPast and Present Facts

Noriel started to develop its business in 1996 by taking over well-known externallicenses (Warner Bros., Turner Entertainment etc.) for the production of games &puzzles, continuously running quality and innovation tests.

The business grew larger after Noriel became the sole distributor in Romania forHasbro and MGA; nowadays, Noriel also represents premium internationalbrands, like Air Hogs, Bakugan, Bratz, COG, Crayola, Flick Trix, LaDeeDa,Lalaloopsy, Mega Brands, Moxie Girlz, Moon Dough, Moon Sand, Ravensburger,Redakai, Rummikub, Tech Deck, Spy Gear, Zhu Zhu Pets etc.

Noriel holds an exclusive area of distributors nationwide and also a greatcustomers’ portfolio: Cash & Carry, hypermarkets and supermarkets, bookstoresand independent shop owners, gas stations and local wholesalers.

Noriel entered the retail business by opening 45 specialized toy stores inRomania.

Noriel GroupStructure and Vision

Noriel has more than 400 employees, working in all departments needed inorder to cover all the market tendencies, and continuously invests in human andfinancial resources.

Noriel is using all the marketing instruments required to promote the brandsbelonging to its portfolio in order to increase the sales of the premium toys industry.

Events

TV

Media

Relations

Ad

Prints

Internet

In Store

Promotions

Communication

Campaigns

Noriel GroupCompanies

Noriel Impex is the main and the oldest company of the group, responsible forthe importation and distribution of toys, and was founded in 1994.

Toys&Games is the manufacturing company for traditional board games andpuzzles (kids, adults, 3D models)

Intertoy Zone deals with the retail business and is responsible for all 45 Norielstores in the chain.

Noriel GroupPromotion

Noriel pays particular attention to the way its brands are marketed. Consideringthe specifics of each brand, our company creates different strategies in order tohave all the products reach their specific target groups.

The main channels used for this purpose are:

a) traditional media (TV, print, radio); b) mass market networks, promotion catalogues; c) internet d) events

Noriel is the largest investor in traditional media among toy companies, with a high focus on its TV campaigns.

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Noriel GroupDISTRIBUTOR and MANUFACTURER

Noriel GroupPRIVATE LABELS - BRANDS

Noriel GroupInternational Clients in Romania and Bulgaria