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Playmates Toys scores worldwide master toy for Vlad & Niki

International deal negotiated by Retail Monster and Haven Global.

Playmates Toys has secured the worldwide master toy rights for sibling YouTube stars, Vlad & Niki.

The international agreement was negotiated by Retail Monster and Haven Global.

The product line will launch in summer 2021 and will include action figures, standard and deluxe vehicles, bundled sets, role-play gear and indoor/outdoor accessories which will aim to bring to life the animation elements and icons which will be featured in all content.

Currently the highest rated boys channel streaming on YouTube, the daily adventures of Vlad & Niki – who are seven and five – are brought to life with animation, artistic special effects, superhero narrative, toy play and catchy songs.

One of the fastest growing YouTube kidfluencer channels, it captures more than five billion monthly views.

Karl Aaronian, svp, marketing and development at Playmates Toys, commented: “Their incredible adventures will help Playmates expand our growing preschool business, with fun themes and toys that will appeal to Vlad and Niki’s huge fan base, from interactive figures and vehicles to Rocket Ship environments.”

Michael Connolly, founder of Retail Monster, continued: “Playmates Toys not only knows the licensed, kids space but has the bandwidth as a company to be innovative in its approach, ultimately providing a great customer experience.”

Tom Punch, md of Haven Global, added: “Haven’s product development team enjoyed collaborating with the Playmates executives to create out-of-the box ideas to delight the Vlad & Niki audience.”

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