Happy times at Happy Line

Published on: 10th August 2023

New partnerships and initiatives have been announced by Happy Line Toys as the company celebrates its latest releases.

Happy Line Toys has shared details of its new glow-in-the-dark plush Dream Beams, the latest in a string of developments and partnerships that have been designed to benefit children as well as toy retailers.

The company has announced a new partnership between the UK charity Starlight, which supports sick children, and its UK distributor, One for Fun. Noting that play is vitally important for children, especially during difficult times such as hospital stays, the new partnership will provide hospitalised children with Happy Line’s new glow-in-the-dark Dream Beams, a cosy and fun companion to help make their treatment and stay a bit better. Retail partners that have supported Happy Line so far can take pride in knowing that their business has bolstered a worthy cause that makes a real difference in children’s lives.

The glow-in-the-dark Dream Beams are designed to provide comfort and reassurance to all children, making them ideal companions during the day and at night. For its Back-to-School Campaign, Happy Line will promote the benefits of its toys to parents and educators, increasing demand and sales for retailers.

Happy Line is launching 10 new glow-in-the-dark Dream Beams characters, bringing the number of Dream Beams family members to over 50. Each character is designed to capture the imagination of children and provide them with comforting companionship during play and sleep. Retailers are able to offer their customers a wide variety of options to choose from, increasing the chances of repeat purchases and promoting customer loyalty.

Happy Line’s new partnerships and latest releases are testament to its commitment to provide children with the best possible playtime and sleep experiences.

To find out more, visit the website here or email

UK retailers interested in stocking the range can also get in touch with One for Fun, at or visit


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