Playology has added Elf on the Shelf and Headstart to its growing roster.

Playology has been appointed as the licensing agency in Canada for The Elf on the Shelf, the brand behind the award-winning toys and book The Elf on the Shelf: A Christmas Tradition.

For Australian toy company Headstart International, Playology will lead content distribution strategy and licensing in select markets to further develop the presence and expansion of the Best Furry Friends brand.

“It’s exciting to have partnered with these influential brands we love and plan to take to new heights,” says Jacqueline Vong, co-founder and leader, licensing and merchandising strategy, Playology International.

The Playology team has more than three decades in combined experience working in mainland China, Southeast Asia, Asia Pacific and North America.

 “We’re also extremely proud to be a female-led team in the industry,” says Nicole Schneiderjohn, co-founder, Playology. “We’re carving out a name for ourselves in product innovation for hockey and youth sports, that we are now introducing to mass retail.”

Along with the addition of Elf on the Shelf and Headstart, Playology licenses products from The Wiggles, “Paw Patrol” and DC Comics. Recently, Playology launched “Paw Patrol” and Batman licensed hockey items for the preschool market in Canada. The products are being sold at Walmart.