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11 Feb 2022 10:49

Bandai UK to distribute True and the Rainbow Kingdom toys

Guru Studio has announced the appointment of Bandai as its UK distributor for a new range of toys based on the preschool series, True and the Rainbow Kingdom.

The toy range is set to launch in AW22 and will include figures, plush, dolls, playsets and vehicles.

Master toy partner for the property, United Smile has bought the toy range based on the property to market in territories including Israel, the Philippines and in Australia, with Big Balloon handling the distribution.

In the UK, True and the Rainbow Kingdom continues to be a hit on TinyPop, currently ranking as the third most watched series on the channel. In addition to all four seasons now streaming on Netflix, the official YouTube channel is nearing one billion views.

Licensing agency, Brand-ward has been handling consumer products and has a range of licensees on board including Fashion UK, Aykroyds, Roy Lowe, Imagine8, Smiffys and Warner Music Group.

Jonathan Abraham, vp of sales and business development at Guru Studio, commented: “After so much anticipation and pent-up demand from our fans, we’re excited to be working with Bandai to launch this unique line of toys that we know kids in the UK have been waiting for.”

Nic Aldridge, md of Bandai UK, added: “We are absolutely thrilled that True and the Rainbow Kingdom has joined our growing preschool portfolio, with a strong range focused in the key subcategories and most popular play patterns. Initial reaction from teh trade has been very positive. So we are very excited to launch True and all her friends to the market later in the year.”