Magic deal for Choc-o-Bloc in Russia

Choc-o-Bloc, the Northern Irish company that has pioneered the development of edible chocolate toys, has won its first business in Russia.

The company, based at Newtownards in County Down, has created Magic Choc, an innovative toy that enables children to shape 100 per cent Belgian chocolate into models and then eat them when they grow tired of playing with the toys.

The business in Russia has been secured through a distribution deal with leading international toy wholesaler and distributor, The In Thing, based at Accrington in Lancashire. In addition to Magic Choc, Choc-o-Bloc recently launched Moshi Monster chocolate toys, now among the industry's most popular with The In Thing.

The products are now on sale in 40 countries in Europe and the Far East and customers include ToysRUs stores in key international markets. Stephen Lennie, founder and managing director, believes Choc o-o-Bloc is only company in the world to offer a pliable chocolate toy. He formed the company in 2005.

Mr Lennie says: "We are immensely excited by the response that we are now receiving from both the toy and confectionery industries to the development of our unique products.

"Magic Choc is the result of my research and experience as an engineer over the past five years and has involved changing the melting point of good quality chocolate to enable it to be shaped and moulded by hand.

"What the technology does is to enable chocolate to be handcrafted into various models, including Moshi Monsters, without melting in the process. The products offer children, especially those aged from 6-12 years, a fun and clean way to play with and enjoy quality chocolate.

"Our packaging also shows children fun ways to make a range of models, including Moshi Monsters, and then eat them when they feel like it.

"We use only the best quality Belgian chocolate, milk, dark and white, in all our products produced in our plant in Newtownards. This ensures that we have complete control over the whole process.

"The relationship we have established with The In Thing in Accrington is giving us great access to this company's knowledge and established network within the international toy industry."

Picture by Parkway Photography: Pictured with the Magic Choc products are, Stephen Lennie of Choc-o-Bloc, with Olive Hill, Invest NI, (middle), and Karen Lennie of Choc-o-Bloc.