The partnership will see the innovative BeamiesWorld plush enter the UK market with a rolling programme of new character releases.

Mookie Toys is constantly looking for new ways to diversify and broaden its offering. The company has decided that, given the popularity of plush and its history in this category, BeamiesWorld is the perfect range to launch this year.

The collection is made up of glow in the dark, super soft, squishy plush toys who live in colourful BeamiesWorld. The range will include 10 adorable character releases every four months, and new line extensions with each character launch.

Guy Orr, director at Mookie, commented: “We are pleased to be adding BeamiesWorld to our product portfolio this year, utlising our knowledge of this category to support and build it as a range. BeamiesWorld is a fun and loveable product with a glow in the dark feature that children will love. With the strong marketing support we have planned, we are confident it will provide a unique stamp on the market.”

Matias Ramdohr, CEO of Happy Line Toys, commented: “BeamiesWorld has had a tremendous response from retailers globally and we are thrilled to be partnering with Mookie Toys due to their expertise of the UK market. Mookie, working alongside Stewart Middleton who manages Happy Line in the UK, share the same strategic goals and vision for BeamiesWorld. With the extensive plush innovations already developed and a strong marketing strategy, we are certain the range will be a huge success.”

BeamiesWorld will be supported by a high profile marketing campaign from July, including TV sponsorship on TinyPop over the summer months, focusing on play time during the day and cuddle time at night, as well as video on demand activity broadening the reach of TV.

For more information on all of Mookie’s ranges, visit www.mookie.co.uk.