Sky Castle Toys, Jazwares Partner to Expand Sticki Rolls BrandSky Castle Toys, Jazwares Partner to Expand Sticki Rolls Brand

Sky Castle Toys, a social media and collectibles toy company, has entered into a multi-year partnership with Jazwares to expand its popular Sticki Rolls brand in North America and Europe. The partnership will enhance the distribution, brand development and intellectual property management of wearable and sharable sticker bracelets and children's jewelry line collection.  

Under the terms of the agreement, Jazwares will manage the sales and distribution of Sticki Rolls to mass, club and grocery retailers in the U.S.; mass and specialty retailers in Canada; and across all channels of trade in major European markets, including Germany, France, Benelux, Austria and Switzerland.  

"Since its debut this year, Sticki Rolls has become a popular fashion statement blending the appeal of Kawaii-inspired stickers with jewelry, and the fun of wearable art," says Herb Mitschele, executive vice president, global sales and planning, Jazwares. "We look forward to working with the Sky Castle team to broaden the Sticki Rolls brand's distribution reach and brand appeal."  

"Joining forces with Jazwares to supercharge our mass market presence means we can scale the Sticki Rolls brand to reach more retailers and more consumers," says Josh Loerzel, president, Sky Castle Toys.  

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Sticki Rolls' social presence has skyrocketed since launching at VidCon in June 2024, amassing nearly 300 million video views on YouTube and growing its social media following to over 400,000 fans. Its humorous story-telling videos feature cute characters and Kawaii art.   

"Jazwares is an ideal partner for Sticki Rolls, with its proven track record of scaling collectible toy brands and its strong global distribution network," says Loerzel. "This collaboration is a significant step forward in solidifying Sticki Rolls as a global pop culture phenomenon."