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Zuru’s Rainbocorns strengthens EMEA licensing presence

Riverside Brands secures raft of key partnerships across a range of categories.

Following a successful start to the year, Riverside Brands has confirmed a number of new partnerships for Zuru’s Rainbocorns property.

The popular mystery surprise plush – which features reversible sequin hearts that hide a special surprise – have been a huge hit with girls aged three to seven since their 2018 arrival. In addition, the brand has also picked up UK and Australian Plush Toy of the Year accolades, as well as winning the People’s Choice Award at the Toy Industry Association’s 2020 Toy of the Year Awards.

New partners to the licensing programme cover apparel, accessories, arts and craft, novelty toy collectables, magazines, back to school, puzzles, greeting cards and wrap in a variety of EMEA territories.

Licensees coming on board include Fashion UK/Global Licensing, Roy Lowe & Sons, Sambro, Sinco Creations, Redan Publishing, Kids First Group, W&O and Danilo.

More partners are due to be announced across other key categories shortly.

“We’re thrilled that the brand’s ethos of all things magical and quirky has really transcended the toy category,” said Aneisha Vieira, global brand director at Zuru. “We’re excited to work with partners who share our vision for Rainbocorns and are bringing the brand to life in so many different spaces.”

Ashley Holman, md of Riverside Brands, added: “We are excited to be working with such great partners on Zuru Rainbocorns. The product looks fantastic and is launching in-store from spring onwards, so we look forward to seeing kids everywhere enjoying the wider Rainbocorns offer.”

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