Maximum Licensing’s Sarah Fletcher talks through plans for the quirky Icelandic brand.

Icelandic design-led character brand will be turned into a comedy adventure series for ‘inquisitive’ children.

Including Universal striking horrifically good fashion deals for its stable of monster IP.

Including BBC Studios signing global broadcast and master toy for preschool hit, Bluey.

Icelandic character brand also enjoying strong start for flagship store.

Icelandic character-based lifestyle brand to be handled by Sarah Fletcher.

Including Nico Rosberg becoming global brand ambassador for Hot Wheels.

Exclusive US retail launch planned for Icelandic brand.

Work now underway on animated TV series to complement webisodes.