The first U.K. toy partners of the Baby Shark brand include WowWee, Spin Master/Cardinal (puzzles and games) and Hasbro (compounds).

Other partners include Fashion U.K. (daywear and outerwear), Aykroyd & Sons/TDP Textiles (nightwear, underwear and swimwear), Character World (bed and bath), William Lamb Group (bags and footwear), Roy Lowe & Sons (socks), Corsair Toiletries (health and beauty), Centum (books), Danilo (greeting cards, gift wrap and calendar), OTL Technologies (headphones) and SGA Productions (live events).

Pinkfong plans new content releases, which will include Baby Shark books, Alexa skills, digital shorts, mini shows, theatricals, special films and an animation series.

“Baby Shark has captured the hearts of many, and its popularity continues to grow every day,” says Marina Lee, vice president, global consumer products, Pinkfong. “We are thrilled to welcome such an exceptional group of licensees who share our vision for the brand. Together we will build an entertainment brand that will be enjoyed by generations to come.”

Haven Global is slated for a raft of consumer products into Australia and New Zealand this July with partners Caprice and Zak signed on for apparel, bags, footwear, home, dinnerware and more.

“The pent-up demand for Baby Shark product is going to see this product fly off the shelves in the lead up to Christmas. WowWee toys are already blowing out and based on the numbers, there are thousands upon thousands more retail sales opportunities just waiting to be filled,” says Yvonne King, director, Haven Licensing. “The output from Pinkfong is going to take us well beyond Christmas with Baby Shark animated digital shorts in production to launch 2019 and a movie underway.”

“We are delighted to have Haven Global on board to launch Baby Shark products in the Australian market,” says Minseok Kim, chief executive officer, Pinkfong. “This will be just the first of many more hot properties from Pinkfong’s content, and we’re excited to be expanding into this new territory.”