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November 22, 2023
Under the new three-year partnership, which was facilitated by Toikido’s licensing representative, IMG, Sambro will deliver an range of arts and crafts, stationery, bags and novelty toys, which will be widely available across EMEA territories. Some of the key compound products include the Surprise Sand Eggs, Great Tree Crystal Growing Kit, Slurping Smashling and Bash Sand Eggs, Squelchum.
Sambro is also developing a range of stationery backpacks shaped like Smashlings characters and filled with a variety of collectable stationery products. The toy supplier will also deliver an exclusive range of Smashlings Piñata Puzzle Palz, its IP range of collectible puzzle erasers.
“Our studio’s success has been built on great ideas and talented partners who can bring them to life, which is why we’re so thrilled to be working with Sambro, a company internationally renowned for its award-winning licensed merchandise and ability to make it accessible in stores globally,” says Will Ochoa, chief commercial officer, Toikido. “Since its release, Piñata Smashlings is building a global fanbase and is generating much interest in the media, as well as across toy, retail and gaming industries. Today’s announcement will further build on this, and we can’t wait to see how fans of our loveable IP react to all the great products that Sambro have in store for them over the next three years.”
“The team at IMG and Toikido have been brilliant to work with in getting this deal across the line and I can’t wait to see our product launch alongside the master toys ranges,” says Clare Rix, brand and licensing director, Sambro. “We are excited to start working on the franchise and see where team Toikido takes Smashlings, and programming and marketing support is huge.”
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