ASPIRE, the dedicated Corporate & Lifestyle division of world-leading brand licensing agency WildBrain CPLG, has secured a deal with the Simba Dickie Group’s Smoby Toys for a master roleplay toy range based on the established cleaning-technology brand Kärcher. Brokered by WildBrain CPLG’s German office on behalf of Alfred Kärcher, the partnership will see Smoby Toys create a toy range based on the design of original indoor and outdoor Kärcher products. 

The line will feature toys inspired by products from Kärcher, including a pressure washer, a window cleaner and a handheld cleaner, targeted at key toy and DIY retailers across Europe, with the first range of products expected to launch from 2023.   

“As we extend the Kärcher brand into complementary product areas that reflect the company’s values, this new partnership with Smoby Toys will provide an exciting opportunity for younger fans to be introduced to the world of Kärcher through engaging roleplay products,” says Victoria Whellans, commercial director, ASPIRE. “Kärcher and Smoby Toys share an ethos of creating innovative and high-quality products, and we look forward to presenting this creative toy range to potential retail partners at BLE.”  

“Kärcher is undoubtedly a strong, trusted and valued brand, with wide international recognition,” says Bernard Russac, marketing and communications manager, Smoby Toys SAS. “We’re therefore very excited to partner with Kärcher and create a range of realistic role-play toys that are inspired by some of the company’s most iconic products.” 

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