Disguise continues European expansion

Published on: 14th July 2022

Global costume company Disguise launched in EMEA in April and now has several partnerships including those with MorphCostumes and Smiffys.

Disguise continues to build its presence across Europe EMEA following the launch of Disney rights in the UK and Europe.

The Disguise range covers a portfolio of licences and properties, from Super Mario Brothers, Minecraft, Lego, My Little Pony and Power Rangers costumes to the all-new Disney and Disney Pixar portfolio.

After being a North America costume partner for more than 30 years, Disguise launched in EMEA on 1st April this year. The last 18 months has seen several announcements regarding the growth of the EMEA team to support the business. As well as a strong team now in place, several partnerships have been agreed to ensure the success of Disguise across Europe.

In 2019, Disguise announced a strategic distribution partnership with MorphCostumes which represented a significant milestone in Disguise’s efforts to expand its global footprint. The addition of Disney for 2022 has further strengthened this partnership.

Gregor Lawson, co-founder of MorphCostumes, commented: “We’ve been in partnership with Disguise for three years and it’s been a real success for the business. We complement each other well whereby Disguise bring their world class portfolio of licensed costumes and design skills, we bring Amazon expertise and European market knowledge. The relationship and business performance continues to go from strength to strength.’’

Further partnerships have also been agreed with Smiffys, which has a century of heritage in dress up, and will have the rights to sell Disguise costumes and accessories to its extensive independent UK customer base as well as selected online retail channels outside Amazon.

Smiffys director Dominique Peckett said: “This is excellent news for Smiffys and its customers who are now able to access Disguise’s extensive range of licensed costumes in addition to our own comprehensive product line. We will be offering established best-selling dress up properties such as Disney Princess, Frozen, Toy Story, Power Rangers, Funko Pop Masks, Minecraft, Super Mario Brothers and Transformers. Stock will be held in our warehouse and delivered to our customers along with their normal Smiffys orders. This move further enhances Smiffys position as the leading distributor of dress up products to the UK market.”

In France and Benelux, Goodmark and Disguise have partnered to service independents across the region, while Disguise has partnered with Amscan Europe for distribution to the independent retail sector in Germany as well as retailers in its group of Livario and Party Delights.

Along with these partnerships, Disguise are working closely with several partners across the EU and the UK to secure coverage in all retail channels.


Friday Blog

On with the show…it’s the Friday Blog!

Panini launches FIFA World Cup Qatar 2022 collection

Schleich returns to Royal Dublin Horse Show with Teddy the Shetland Pony

John Adams bolsters team with new sales agent

Wizards of the Coast reveals new lineup

The Toy Association confirms 2023 New York Toy Fair dates

See the latest new roles added to Toy World’s recruitment round-up

Get involved in the October issue of Toy World

Tiny Pop to air Spin Master’s Mighty Express

Walmart partners with Paramount+ for members