Company’s debut at London Toy Fair in 2017 will be supported by Playtime PR.
MTW Toys – headed up by popular industry exec Darran Garnham – will make its debut at London Toy Fair in January 2017.
And the toy distributor and licensee will have the support of specialist agency Playtime PR to further help ramp up its presence.
The Source revealed back in August that Darran was leaving NBC Universal to build up MTW Toys in the UK.
The company is a key partner for Thinkway Toys and boasts some of the hottest movie IP in the business, including Minions and Toy Story 4.
Explaining the PR appointment, Geoff Sheffield, vp sales UK and Eire at MTW Toys, said: “As master toy partner to Minions and Toy Story 4, it’s vitally important that we work hand-in-hand with a PR agency that’s known for delivering.
“We’re an evolving and new team, so we’re also in the process of raising our profile within the trade, and we know that Playtime can help us do that through creative yet realistic activations.
“We have some fantastic, innovative new products coming through in the next couple of years and we’re confident we’ve found the right PR partner to help us tell those stories in the right way, to the right audiences.”
Playtime PR’s md, Lesley Singleton, added: “The whole Playtime team is absolutely delighted to be working with such a forward-facing company, handling some of the strongest movie IP in the world.”