Choc-O-Bloc on Screen in China

Choc-o-Bloc, the Northern Irish developer of a unique chocolate model-making kit, is to supply its product to a popular Chinese children's television series.

The company, which is based in Newtownards in county Down, is to supply Vroomiz, a popular, animated series for pre-schoolers on Chinese state television, with its edible Magic Choc toy. Choc-o-Bloc employs eight people in Northern Ireland.

Mr Stephen Lennie, Choc-o-Bloc's founder and managing director, commenting on the company's launch in China, says: "Winning business with Vroomiz is a marvellous and very exciting boost for our business.

"The Vroomiz series has a huge audience and could mean a substantial increase in our exports. Our product will be known there as Vroomiz Magic Choc and will be available across the country."

Magic Choc is distributed for the company worldwide by The In Thing, Blackburn in Lancashire. Kieran Murphy, In Thing's head of marketing, adds: "We're excited to see Magic Choc enter such a challenging market. We feel the Vroomiz license will be key to reaching this new audience. It's a huge step for the product."

Vroomiz Magic Choc, launched in China this month, gives fans of the hit series the chance to make their very own chocolate Vroomiz model. Fresh from winning at this year's Innovation of the Year awards, the Magic Choc concept provides enough chocolate in each kit to make four models.

Set in the mythical town of Vroomville, Vroomiz combines a child's attraction to anything on wheels with their love of animals. Every citizen of Vroomville possesses the unique traits of a specific animal along with the style and performance of a particular vehicle.

The Vroomiz Magic Choc chocolate model making kit features a combination of milk, dark and white chocolate, an anti bacterial wipe and a model ideas booklet - showing fans how to create their very own chocolate model. Made from 100% Belgian chocolate, Magic Choc doesn't melt in the hand and no heat in required to shape the models.

Contents in the chocolate model making kit feature a combination of milk, dark and white chocolate, an anti bacterial wipe and a model ideas booklet - showing fans how to create their very own chocolate model. Made from 100% Belgian chocolate, Magic Choc doesn't melt in your hands and requires no heat. Simply by squishing the pieces of chocolate and following the instructions fans of all ages can create models of different difficulty.

Vroomiz Magic Choc is supported by the online platform Magic-Choc.co.uk where kids can download new material.

Choc-o-Bloc was formed in 2005 by Mr Lennie to manufacture and market the versatile chocolate modelling product worldwide. The company's unique Magic Choc product was recently recognised in an all-Ireland Innovation Award.