Toikido, Ed Sheeran’s Tingly Ted’s Team for Exclusive Merch

Toikido, a creative product and entertainment studio, has announced a new licensing partnership with Tingly Ted’s, a hot sauce brand launched by global music star, Ed Sheeran. This collaboration, facilitated by WMX, a division of Warner Music Group, will bring a variety of Tingly Ted’s-branded consumer products to fans worldwide. 

Tingly Ted’s, which Ed Sheeran describes as the “ketchup of hot sauces,” was launched by Heinz in March 2023 and is available in major U.K. supermarkets. The sauce is known for its mild spice and versatility.  

The partnership will develop a wide range of merchandise, including fashion, accessories, toys and collectibles, expanding Tingly Ted’s brand beyond the kitchen. 

“Tingly Ted’s combines Ed Sheeran’s creativity with a distinctive, fun product,” says Darran Garnham, chief executive officer, Toikido. “Toikido is a creative product-led IP studio, and this collaboration with Tingly Ted’s aligns perfectly with our mission. We can’t wait to bring these products to fans worldwide.” 

“Tingly Ted’s is all about adding a little extra to everyday meals,” says Sheeran. “Partnering with Toikido allows us to extend that creativity beyond the kitchen and into everyday life. I’m excited to see Ted the Grumpy Bear on everything from T-shirts to plush toys.” 

Related:Kraft Heinz Partners with Ed Sheeran on New Hot Sauce