Raft of licensees sign up for Smooshy Mushy brand

Lisle Licensing adds key partners across several categories for collectable brand.

Lisle Licensing is continuing to build up the Smooshy Mushy brand – adding a raft of licensees to the European programme.

The company – which is the EMEA master agent for brand owner Olo Industries – has welcomed Aykroyds & Sons and TDP Textiles (nightwear, underwear, swimwear); IG Designs (greetings, gift wrap, paper arts and crafts); Bluesky Designs (stationery, bags, lunchwear); Bandai (arts and crafts); Bioworld International (daywear); and Roy Lowe & Sons (socks).

“The brand has really evolved into a fully dimensional kids global brand and we’re super excited to see the Smooshy Mushy story unfold across all of these categories,” said Shelly Owen, founder and owner of Olo Industries.

In addition to the licensing programme, Olo Industries and Redwood Ventures will be supporting the brand expansion of Smooshy Mushy with short-form animation in conjunction with Wild Brain.

Francesca Lisle of Lisle Licensing added: “We are delighted with how the L&M programme has started for Smooshy Mushy.

“The Squishy craze has taken the toy market by storm and Smooshy Mushy truly develops that play pattern with its strong themes continuing to develop the brand throughout the year and allowing children to dive further into the brand.

“Both of these elements ensures Smooshy Mushy can develop into extended product categories providing innovation and adding the squishy craze outside of toys.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
LFRD24500x500
 
Licensing for Retail Day survey highlights retailers most excited to work with toy/preschool/kidult brands in 2024; Customer acquisition and loyalty, plus diversification viewed as biggest benefits....
MMixlings500x500
 
Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products....
MarvelWeetabix500x500
 
Weetabix has teamed with Marvel on a new family-focused collaboration with the aim of promoting healthier snacking for kids....
Sandersonlogo500x500
 
The luxury interior design and furnishings group is to move its head office later this year to West London to a listed building that opened in 1902 as a wallpaper factory for Arthur Sanderson & Sons, the forerunner of the Sanderson brand....
EdStaffordOlpro500x500
 
In a new venture into extreme outdoor exploration, Brandgenuity has brokered a deal between adventurer Ed Stafford and B-Corp certified camping brand, OLPRO....
CardzoneClintons500x500
 
The greeting cards industry has reacted positively to the acquisition of Clintons by Pillarbox Designs, the parent company of Cardzone....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.