Fabula Toys has announced an exclusive partnership with Portuguese football club, SL Benfica FC, to produce its first licensed line.

Award-winning British toy brand Fabula has announced a new licensing deal with SL Benfica, Portugal’s most celebrated football club. Together, the two teams have launched The Champions Express, a pop-up tent modelled on the team’s popular club bus. This is a re-interpretation of Fabula’s very popular Wheels on the Bus pop-up tent.

Nazneen Yasin, director of Fabula Toys, said: “I am really excited about our collaboration with SL Benfica and the brand-new toy we have designed together. It is a completely new outlook towards licensed toys within the sports category, and I am confident that young football fans around the world are going to love it.”

Fabula Toys has global design, manufacturing and distribution rights for the SL Benfica Champions Express pop-up bus tent and will be taking orders at London Toy Fair 2024. In addition, Fabula Toys will also unveil licence agreements with other top global football clubs and will be looking for distributors and buyers for the entire football portfolio.

Fabula Toys is built on the concept of bringing nursery rhymes to life. All its toys are designed around the Early Years Learning Goals and therefore support development through play. They come with sustainable long-life storage solutions that benefit both parents and members of the education fraternity.

Fabula Toys will be exhibiting at London Toy Fair in the Greenhouse Area at Stand GH10 and can also be contacted via email on play@fabulatoys.com or by phone on 020 3633 9684.