United Smile to Launch ‘True and the Rainbow Kingdom’ Toys

The preschool series has a new toy program in the works.

June 15, 2021

Guru Studio has announced it has tapped United Smile as its exclusive master toy partner for its preschool series, “True and the Rainbow Kingdom.”

“We are proud of this strategic partnership with Guru Studio,” says Josue Rosenzweig, chief executive officer, United Smile. “With the support of Netflix, local TV channels, and the brand’s growing success on YouTube, ‘True and The Rainbow Kingdom’ has all the ingredients to become an evergreen property for retailers around the world.”

United Smile has partnered with distributors worldwide to create a product line that features a collection of figures, playsets, vehicles, plush and musical dolls based on the animated series. The global distributors already on board include Bandai in Spain, Giochi Preciocci in Greece, Imports Dragon in Canada and the U.S., First Group in the Middle East with the support of Spacetoon; Toyrrific in Israel, Token Toys in Mexico and Big Balloon in Australia with the support of Haven Licensing who will be launching the line exclusively at Target. Toys hit shelves starting this fall at select retailers.

“Josue

and his team have decades of experience in the toy industry and we’re pleased to partner with a toy company as creative and strategic as United Smile,” says Jonathan Abraham, vice president, sales and business development, Guru Studio. “As consumer buying habits continue to evolve, we’re seeing fast-moving and adaptive companies gain the upper hand. In just a few short months, United Smile has developed and tooled a really unique and robust product line that we’re very excited to share with kids this fall.”

A full line of storybooks (Chouette Publishing), activity books (Bendon) and costumes (Spirit Halloween) have already rolled out in North America, with Licensing Street handling L&M in the U.S. Fashion U.K. (apparel), Roy Lowe (socks) and Warner Music Group (music) are coming on board with bRAND-WARD handling L&M in the U.K.