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.”