Global toy company Wyncor officially launches

Published on: 29th January 2024

Former Mattel executive Helena Perheentupa serves as Wyncor’s COO, overseeing the development of innovative new licensed and non-licensed toy ranges.

Miraball is a collectible toy that features two ‘Little but Legendary’ surprises for less than $10

Wyncor, a new global toy company established to create and deliver innovative and creative toys for its own intellectual properties and premium brands, has officially launched. Offering a raft of products closely tied to its content’s DNA, former Mattel executive Helena Perheentupa serves as Wyncor’s chief operating officer.

Wyncor’s mission is to offer speed and flexibility to retailers and partners, best-in-class product development for alignment with partners’ IP content, and premium quality and innovative products to consumers. Wyncor works closely with partners’ creative teams to ensure products are a natural extension of their content, offering a rich, immersive and fun experience for their fans. Wyncor is owned by Jstar Capital.

In her new role at Wyncor, Helena will spearhead all operations for the company. Helena has an extensive industry background. Through her 13-year tenure at Mattel in Frankfurt, Germany, she rose through the ranks to become head of Licensing, overseeing Mattel properties such as Barbie, Hot Wheels, Fisher-Price, Monster High, Uno and Matchbox, as well as entertainment properties Thomas & Friends, Fireman Sam, Bob the Builder, Pingu and more. Prior to this, she served for eight years at blue-chip giant Procter and Gamble in business planning and strategy roles, and most recently at Zag.

Wyncor will offer a solid range of innovative products, including patented toys such as the Miraball and SwopPop (patent filed), as well as other unique offerings including ReClay, Mon Ami and Oozy Squeezy, and will produce licensed and non-licensed product lines. Wyncor will donate a percentage of global toy sales to Gustave Roussy, the leading comprehensive cancer centre in Europe, for research against cancer.

Helena Perheentupa

Wyncor has acquired global rights from powerhouse companies Paramount, Hasbro, Zag and Emoji Company, for new product launches in spring 2024, as detailed below.

  • For Paramount’s multi-billion-dollar brands Teenage Mutant Ninja Turtles and SpongeBob SquarePants, and Spin Master’s PawPatrol, the Miraball and ReClay.
  • For industry titan Hasbro, the Miraball for Peppa Pig, My Little Pony, Transformers (excluding Japan) and Monopoly.
  • For Emoji Company, the Miraball and SwopPop will continue to spread their fun, enthusiasm, and emotions around the world.
  • And for Zag’s globally popular Miraculous brand, products already at retail include the Miraball, SwopPop and Mon Ami Kwamis; with ReClay launching spring 2024.

“With our innovative line of toys, including a growing number of patented products, together with our sophisticated product development and manufacturing process, we can offer brands the opportunity to regularly offer new limited edition product versions for collectability and seasonal play,” commented Helena. “We are well positioned to react quickly to changing market trends offering relevant and inventive products, and our wide portfolio allows for differentiation at retail. We are proud to be different and fearless.”


Friday Blog

Do the right thing … it’s the Friday Blog!

Moonbug and IMC announce strategic partnership

Check out the latest roles added to Toy World’s recruitment section

Heathside Trading signs licence agreement with Molang

Hey Hugo welcomes Richard Hawkins as Sales director

Get involved in Toy World’s April Pocket Money & Collectibles feature

All About Games celebrates third anniversary

Las Vegas Licensing Expo offers first look at closing programme

Wyncor appoints two new top sales executives

Get involved in Toy World’s April Pre-school feature