Withit has awarded a license to Sega Amusements Europe to produce a range of Withit plush for the leisure industry to launch in spring 2011.
The classic Withit characters, such as Cheeky Monkey, Glamour Puss and Mad Cow, will be featured as soft toy prizes in machines at amusement parks, holiday parks and leisure locations across U.K., Europe, Russia and the Baltic States. There will be six designs.
Sega is also planning a range of Withit-branded bags and stationery as redemption prizes against special tickets that certain games machines will pay out to lucky players.
"The leisure industry is an obvious outlet for a range with a wide-ranging appeal across a number of categories, but we needed to ensure we had the right partner," says Brad Caines, creative director of Withit. "The experience and reputation for quality of Sega in the leisure and games business combined with the style, wit and originality of the Withit characters, is we feel, a perfect combination."