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Lisle Licensing picks up Smooshy Mushy

Agency to handle successful squishable slow rise collectable line in UK and Europe.

Lisle Licensing has been named as an agent for the current hit squishable slow rise collectable line, Smooshy Mushy.

The company will look to customise a brand and marketing programme that supports the Smooshy Mushy trademark into additional categories in the UK and Europe.

At the same time, Evolution USA will handle the licensing for the brand in North America and worldwide (excluding UK, EMEA and South Africa).

The deals were secured by OLO Industries, in partnership with RedwoodVentures.

“Over 50 million YouTube fans love our Smooshy Mushy brand and we have seen a huge community develop around our adorable slow rise line,” said Shelly Owen, owner of OLO Industries. “We’re looking forward to building the Smooshy Mushy brand with consumers across numerous product categories, and we believe Evolution and Lisle Licensing are the absolute best partners to make this happen.”

Sales of the Smooshy Mushy collectable line have been brisk since launch in October 2017, said Andy Wiseman, ceo of RedwoodVentures.

“Smooshy Mushy was a sell out in 2017 when exclusively available at Walmart,” Andy commented. “Demand has remained extremely strong in 2018 as the line expands to Toys R Us, Target, Michaels, Amazon and other retailers, in addition to dozens of key world markets.”

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