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11 Feb 2022 10:59

Guru Studio Names True and the Rainbow Kingdom U.K. Toy Distributor

Guru Studio has appointed Bandai UK as its U.K. distributor for a new range of True and the Rainbow Kingdom toys.

The range will include figures, plush, dolls, playsets and vehicles from master toy partner United Smile. True and the Rainbow Kingdom-inspired toys have already launched in Israel, the Philippines and Australia.

This comes as True and the Rainbow Kingdom continues to see success in the U.K., ranking number three on TinyPop’s most-watched series. All four seasons are also now streaming on Netflix, and the official YouTube channel has nearly 1 billion views.

“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 U.K. have been waiting for,” said Jonathan Abraham, VP of sales and business development at Guru Studio.

Nic Aldridge, managing director at 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 the trade has been very positive. So, we are very excited to launch True and all her friends to the market later in the year.”