TheSoul Publishing and BunMo Launch Co-Branded Product

Digital-first studio partners with digital-first toy company to release branded toys.

July 29, 2022

Glow-in-the-dark Stretchy Strings.BunMo

and

BunMo have unveiled a line of toys from their multi-product deal between the digital-first studio and digital-first toy company. The product includes 5-Minute Crafts- and 123 GO!-branded fidget, magnet and sensory toys available now on the

BunMo Amazon store.

TheSoul will incorporate BunMo’s first licensed product line into upcoming 5-Minute Crafts and 123 GO! content.

“This is more than just a standard licensing deal,” says Patrik Wilkens, vice president, operations, TheSoul Publishing. “We’re also approaching this as a marketing partnership. TheSoul has a massive global reach and the unique ability to create natural, next-level product placements, while BunMo is an industry leader with extensive experience selling high-quality sensory and fidget toys. By combining our strengths, our partnerships will connect our audience with our merchandise in ways no digital-first content creator has ever done before.”

“This is a true collaboration,” says Shane Eddison, chief

executive officer, BunMo. “We are incredibly excited to be working in partnership with TheSoul Publishing on their expansion into the world of merchandise. As this is BunMo’s first licensing agreement, we cannot wait to explore the huge marketing potential that TheSoul’s social reach and audience insights bring. We are confident that the compelling new products will replicate both the fun creative experience of 5-Minute Crafts and the endless entertainment of 123 GO! in a way that resonates with U.S. consumers.”