Brand Central secures master toy partner for the Netflix Original series following its summer debut.

NORTH AMERICA–Guru Studio has appointed Toy State to serve as its master toy licensee for its Netflix Original preschool series “True and the Rainbow Kingdom.”

Brand Central, Guru’s licensing agent, brokered the deal.

Under the terms of the master toy agreement, Toy State will create and debut a robust assortment of toys spanning figures, role play, plush, play sets and dolls.

“Audiences will quickly fall in love with ‘True and the Rainbow Kingdom,’ and we’re elated to be partnering with Guru Studio to create an innovative new toy line with the same magical quality that makes the series so special,” says Andy Friess, president, Toy State. “We’ve long been category leaders are retail, and we’re excited to be delivering toys inspired by the worlds of play and imagination found in ‘True.’”

“True and the Rainbow Kingdom” follows 8-year-old True and her best friend, Bartleby the cat, as they help the whimsical citizens of the Rainbow Kingdom solve problems and more by utilizing True’s ability to activate the powers of the wishing tree. The first season of the series premiered on Netflix on Aug. 11 and the second season is set to launch in early 2018.

“We are thrilled to have such inspired and committed partners on board to help bring this exciting new brand into the world of physical play,” says Mary Bredin, executive vice president, content and strategy, Guru Studio. “Toy State brings fresh ideas and innovative technology to traditional play patterns.”