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Character Options welcomed aboard as EMEA master toy for Morphle

The Point.1888 secures deal with key toy company for fast growing Moonbug Entertainment brand.

The licensing programme for Moonbug Entertainment’s Morphle has taken another step forward, with The Point.1888 signing Character Options as master toy partner in EMEA and Australia.

The new signing of Character Options – widely regarded as an expert within the preschool toy space – is a landmark achievement for The Point.1888 and the Morphle programme.

The master toy partner role is commonly known as the linchpin of any successful consumer products programme and plans are already underway with Character Options to produce Morphle branded play-sets, plush, vehicles, figures, bath toys, as well as dough.

“As the nature of the lead character, Morphle, is to morph into many different things, it gave us so much scope for toy development,” commented Jon Diver, joint md at Character Options. “As a result, we’re investing heavily in the brand and the range and are thoroughly enjoying working with Moonbug and The Point.1888.”

Bethan Garton, commercial director at The Point.1888, added: “When Character Options takes on a new brand, it fully commits to the partnership and on building the brand.

“We haven’t had the good fortune to work with the company before but it’s been a life-long dream of mine, having seen how they launched, developed and managed a number of successful preschool master toy programmes.”

Character Options joins Aykroyds TDP (nightwear, underwear and swimwear), Poetic Brands (daywear), Zak (lunchware) and Character World (bedding) in the Morphle licensing programme.

Product development and marketing plans are underway and The Point.1888 is currently in talks with retailers and distributors. The range will launch in Q4 2021, with a full EMEA roll out in 2022.

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