Bandai to Launch First Ever ‘Milo’ Toy Range

Covering the U.K., Ireland, Spain and Portugal, following the brands expansion into France, Germany and Italy, Bandai will produce the first official range of playsets, figurines, role play toys, vehicles, educational electronics and soft lines for “Milo” in spring 2023. 

“We are absolutely thrilled to be appointed as Master Toy Licensee for Milo,” says Nic Aldridge, managing director, Bandai U.K. Ltd. “From the moment we saw the animation, it really stood out to us with its fresh new look; bright, bold color scheme and its super cute graphic style. We immediately felt that the series lent itself to having a strong product range to support the content. When we learnt more about the property, we were very impressed about its core values and positive messaging around careers. Career role play is such a key play pattern to our preschool target age group, we are really excited to develop a product range to further reinforce the fact that ‘Every job is amazing!’”   

Produced by Fourth Wall in association with DeAPlaneta, “Milo” has reached 1 million children aged between 4-15, and 3.3 million individual children aged 4 and over in the U.K., with an average audience of 53,000 children and a 17% share, according to Broadcasters' Audience Research Board, February 2022. 

“Our company is proud to have signed an agreement with Bandai, a leading company in the creation and distribution of toys from well-known and popular international successful productions,” says Ignacio Segura De Lassaletta, chief executive officer, DeAPlaneta Entertainment. “Bandai has fully understood the unique philosophy of the Milo series and we are confident that together we will expand the brand into multiple territories and areas without ever losing any of the core elements." 

DeAPlaneta Entertainment holds and manages worldwide consumer product rights to the series and is working with Lisle Licensing in the U.K. to build a strong brand presence and licensing program as the brand continues to grow worldwide.