The Melbourne-based licensing agency will manage the brand across the region.

“It is not surprising Fingerlings toys have been named ‘Toy of the Year’; they are super cute, highly innovative and kids can’t get enough of them,” says Alan Schauder, managing director, Merchantwise. “We are delighted to be named the ANZ sub-agent for Fingerlings on behalf of Striker. Internationally, there are already more than 30 great licensees already in place.

Our focus will be to develop strong local partnerships in categories such as apparel and accessories, back to school, stationery, confectionery and live entertainment to complement the great toy and publishing ranges.”

Currently, Australia Hunter Products serves as master toy; Planet Fun NZ handles New Zealand distribution; MJM Australia distributes the Cardinal licensed products across Australia and New Zealand; and DK Publishing is master publisher, with plans to roll out numerous titles through 2018.