Collectible toy brand expands its reach with arts and crafts, magazines, confectionery and more.

Nelvana Enterprises, the brand management and consumer products division of Corus Entertainment, has secured a raft of licensees to extend the Shopkins brand into Russia, the Middle East and Scandinavia.

Shopkins merchandise will be introduced to Russian consumers via Megalicense International, the brand’s recently appointed sub-agent in Russia, the Commonwealth of Independent States, Ukraine, Estonia, Latvia and Lithuania. New licensees include:

Meanwhile, in the Middle East, Nelvana and Moose Toys have appointed 20too Licensing as Shopkins’ sub-agent. New partners include: Developing Dreamz for stationery; MEI for events and meets and greets; Sapphire for confectionery and travel accessories; and Vibrant Global for personal care, home textiles and fashion accessories. Additionally, Rochas will distribute Shopkins toys in the region.

Finally, Nelvana will expand the Shopkins brand to Scandinavia through its newly appointed agent, Alicom. In addition, puzzle and game maker Ravensburger–which already creates Shopkins products in France, Italy and Spain–will extend its coverage to include Scandinavia and Proxy will continue as the brand’s toy distributor in the region.

Additionally, Planeta Junior, which represents the collectible toy brand in Turkey, has secured licensing deals with Gizzy for puzzles and Mad Event for meet and greets.

“Shopkins is an ever-expanding global sensation and we’re thrilled to extend its reach even further with incredible new partners in three major international markets,” says Antoine Erligmann, head, Nelvana Enterprises EMEA. “As consumer enthusiasm for the brand continues to flourish, we’re delighted to be working with world-class licensees to bring this highly sought-after property to even more fans everywhere.”