Doodle Jump Gets Master Toy


Lima Sky has tapped Australian-based Goldie Marketing as the master toy partner for its digital gaming property Doodle Jump.

Goldie has developed a range of plush and collectible figures for the brand, which will debut at the Dallas Toy Fair this week.

“We at Lima Sky are heavily invested in Doodle Jump–it’s our baby,” says Eric Karp, chief licensing officer, Lima Sky. “We believe that this brand has qualities that make it merchandisable, especially because Doodle lives in countless different environments. One of the ways we’ve kept our game fresh is by giving our players new themes on a regular basis and that gives Doodle an intrinsic collectability. We are extremely bullish on the collectible figures from Goldie.”

The full Goldie line is being previewed this month at Dallas Toy Fair, Brand Licensing Europe and the Hong Kong Mega Show. The toys will launch as exclusives with two separate retailers in the U.S. and Canada, and the U.K. in spring 2014, followed by a wider roll out in mid-summer.

The Goldie line joins a burgeoning toy program for the brand that also includes robotic toys from Innovation First Labs and popper toys from the Oregon-based company Hog Wild, which features balls that pop out of characters noses when squeezed.

“It’s not our biggest partnership, but it’s one of our favorites because it’s such a natural brand extension,” says Karp, referring to Doodle’s horn-shaped nose, which is often used as a launcher in the game.

With the news of Goldie’s master toy appointment, Karp also hinted at a number of other big announcements for the brand that will include publishing and e-commerce partners, as well as a series of new themes created in collaboration with several “hefty” entertainment brands.