Underground Toys will distribute Dumb Ways to Die plush toys by Commonwealth Toys and Novelty in the UK by from April 2014.
New York-based Commonwealth Toys and Novelty is the US and Canadian licensee for Dumb Ways to Die plush and novelty figures, and through a deal brokered by Evolution Europe will see Underground Toys sell, market and distribute the collection of products alongside Underground’s own assortment of licensed merchandise for the brand.
Natasha Dyson, VP licensing for Evolution Europe, commented: “Underground Toys is a great partner for Dumb Ways to Die as they have significant retail reach through traditional toy retailers as well as the gift and novelty accounts and understand how to successfully market character brands. We can’t wait to see the full assortment of products on the store shelf this Spring.”
If you would like to receive our daily newsflash email, please enter your email address in the “sign-up” box at the top of the page; you can also follow us on Twitter and Facebook and request a print subscription here.