Zuru has appointed Cronus Global as the toy company’s newest agency. Cronus will secure brands for existing and future categories to fuel the growth of Zuru’s line of 5 Surprise Mini Brands.

Industry veteran and Cronus Global president, Kristin Calzada, brings more than 25 years of experience in global consumer products licensing, marketing, sales, product development, manufacturing and buying at companies including Warner Bros., Funrise Toy Corporation and May Merchandising Company.

“I’m looking forward to working with the Zuru licensing team to continue to feed the collectible frenzy by bringing more iconic brands to its line of 5 Surprise Mini Brands and assisting the company in its expansion into other new and interesting mini categories,” says Calzada.

Since launching in 2019, Zuru has added brands, including Hostess, Pez, Kraft Heinz, Unilever, Skippy, Jell-O and more to its Mini Brands. In addition, Zuru has recently launched 5 Surprise Toy Mini Brands, featuring SpongeBob, Rubik's Cube and influencer-based products like JoJo Siwa's Styling Head.

“The onboarding of Cronus Global allows Zuru to support the development of many, future 5 Surprise Mini categories,” says Kerry Gilmour, licensing director, Zuru. “We'll be drawing on Kristin’s expertise in licensing and leveraging her long-term relationships in the industry to secure partnerships and deliver the best brands for our consumers."

Cronus Global will attend Licensing Expo from Aug. 24-26. To set up a meeting with Cronus Global, register for Licensing Expo Virtual here.