Smyths, Toymaster, Debenhams, Ken Black Toys and other U.K. retailers are on board to stock the Funrise Toys’ branded range.

EUROPE–Saban Brands, in partnership with Cirque du Soleil Media, has unveiled its U.K. launch strategy for the first range of “Cirque du Soleil Junior–Luna Petunia” toys from global master toy partner Funrise Toys.

To kick off the U.K. roll out, Smyths has debuted Funrise Toys’ range–which includes play sets, figures, plush, dolls and roleplay items–both in-store and online. The toy range will also be available at Amazon, Debenhams, Toymaster, Ken Black Toys and independent retailers in October.

Funrise will also launch multiple marketing initiatives to support the toy line, ranging from TV and in-cinema advertising to promotional campaigns with Tiny Pop, girl-targeted magazines and activities with influential moms.

To further support the launch, Saban teamed up with YouTuber Emily Tube to showcase the new toy range in a series of videos, which went live Sept. 8-11. Tube currently has boasts 4.25 million subscribers on YouTube and highlighted key SKUs including the Luna Petunia talking doll, collectible figures plush, Sparkle Gem necklace and the Fabulosa Café play set.

“‘Cirque du Soleil Junior–Luna Petunia’ is quickly establishing a solid fan-base in the U.K. with preschoolers being drawn to the show’s wonderful array of characters, engaging storylines and bright animation style,” says Leila Ouledcheikh, senior vice president, EMEA, distribution and consumer products, Saban Brands. “We’re delighted to see partners sharing our passion for the property and Funrise Toys has created a fantastic toy line that really brings to life the show’s core values of creativity and imagination.”

The first two seasons of “Luna Petunia” are now available on Netflix in more than 190 countries and 19 languages.