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03 Aug 2021 10:02

United Smile to launch True and the Rainbow Kingdom toys

Full range of toys for Guru Studio’s preschool hit will launch across Europe and at Target in Australia this autumn.

Guru Studio has appointed United Smile as its exclusive master toy partner for its hit preschool series, True and the Rainbow Kingdom.

United Smile has partnered with leading distributors around the world to create a comprehensive product line that features a collection of figures, play-sets, vehicles, plush and musical dolls based on the animation.

The global distributors already on board include Bandai in Spain; Giochi Preciocci in Greece; Imports Dragon in Canada and the US; First Group in the Middle East with the support of Spacetoon; Toyrrific in Israel; Token Toys in Mexico; and Big Balloon in Australia with the support of Haven Licensing which will be launching the line exclusively at Target.

Toys hit shelves starting this autumn at select retailers.

“Josue [Rosenzweig] and his team have decades of experience in the toy industry and we’re pleased to partner with a toy company as creative and strategic as United Smile,” commented Jonathan Abraham, vp of sales and business development at Guru Studio. “As consumer buying habits continue to evolve, we’re seeing fast-moving and adaptive companies gain the upper hand.

“In just a few short months United Smile has developed and tooled a really unique and robust product line that we’re very excited to share with kids this fall.”

Josue Rosenzweig, ceo at United Smile, added: “We are really proud of this strategic partnership with Guru Studio. With the support of Netflix, local TV channels, and the brand’s growing success on YouTube, True and the Rainbow Kingdom has all the ingredients to become an evergreen property for retailers around the world.”

The deal marks the further expansion of the brand’s global growth strategy. With over four seasons currently streaming on Netflix worldwide, the series is now a top performer across linear networks including CBC Kids in Canada and Tiny Pop in the UK. The property is also the second highest rated series with girls on Gloob in Brazil, and is launching soon in Spain with Clan TV. On YouTube, the series has reached over half a billion views.

Licensing Street is handling the L&M in the US, while bRAND-WARD is responsible for the UK. Partners include Fashion UK (apparel), Roy Lowe (socks) and Warner Music Group (music) so far.