The Smiley Company to showcase complete brand extension programme at Nuremberg.
The Smiley Company is getting ready to showcase a raft of new partners for the Rubik’s programme at Nuremberg toy fair this week.
The company will be showcasing the complete brand extension programme.
In addition, it will also be highlighting new toy categories that it is looking to develop such as baby and preschool, wood, plush, electronics, outdoor, construction, table top puzzles, arts and crafts and trading cards.
Recent deals include the expansion of the Rubik’s Junior range. Three new characters are available for 2017 (dog, cat and bunny), with the new ranges reinforcing Rubik’s strategy to look beyond puzzles and open the Junior range up to new opportunities.
A multi-year deal has also been inked with Egmont for a line of kids puzzle books, while the company will also create branded one-shot magazines. The UK will be the launch territory for both books and magazines, with the first titles set to hit shelves this year.
In addition, Paragon Entertainment will be developing special Rubik’s Challenge Rooms – these will feature a range of different logic puzzles and conundrums (both mental and physical) to solve before fans can escape and which allows them to actually ‘enter’ the Rubik’s Cube.
Latest product launches also include lines from Bioworld (t-shirts), Stylus (plush keyring, stress cube, flash light and pen eraser) and The Lagoon Group (puzzles).
Other licensees on board include Eaglemoss (partworks), Fabric Flavours (kids and baby apparel), Terrier Worldwide – Fantasma (Rubik’s Magic), Hemma (children’s books), Paladone (novelty gifts) and Umur (back to school).
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.
