'Morphle' Gets Master Toy Partner

According to a report from ToyNews, Character Options has been named the EMEA and Australian master toy partner for Moonbug's "Morphle." The deal was brokered by The Point. 1888.

The deal will see Character Options create a range of "Morphle" branded bath toys, dough, figures, playsets, plush and vehicles.

 "When Character Options takes on a new brand, it fully commits to the partnership and on building the brand," says Bethan Garton, commercial director, The Point.1888. "We haven't had the good fortune to work with the company before, but it's been a life-long dream of mine, having seen how they launched, developed and managed a number of successful preschool master toy programs."

"As the nature of the lead character, Morphle, is to morph into many different things, it gave us so much scope for toy development," says Jon Diver, joint managing director, The Character Group to ToyNews. "As a result, we're investing heavily in the brand and the range and are thoroughly enjoying working with Moonbug and The Point.1888."

The range is scheduled to launch in Q4 2021, with an EMEA rollout in 2022.