ITVS GE appoints master toy partner and distributor for Thunderbirds Are Go

Published on: 22nd January 2019

ITV Studios Global Entertainment (ITVS GE) has appointed Hengxin Shambala Kids (Guangzhou) Cultural Industry Development (HSK) as Master Toy Partner in China along with Bandai as UK Distributor.

HSK, based in China, will develop and manufacture the toy line and distribution will be managed by Bandai in the UK. Further announcements for other markets will follow.

Thunderbirds Are Go is the hit action TV series, currently in its third series with Season 3 continuing in 2019 in the UK, with multiple markets to follow. The first nine episodes of Season 3 reached 1.4m kids in the first run in the UK, with the broadcast platform rollout of further new episodes set to support the launch of the new toy line in autumn/winter 2019. The new toy line consists of collectibles, action figures and vehicles which encourage imaginative rescue role-play and interaction between the characters and their craft.

Steve Green, EVP Kids Content and Distribution at ITVS GE, commented: “Both HSK and Bandai are the ideal partners to help us bring the new Thunderbirds Are Go toy line to market. This innovative and exciting new range puts a fresh spin on the brand, and the line will be supported by premiere episodes of the series that are truly the best to date.”

Nic Aldridge, managing director, Bandai UK, commented: “Thunderbirds is an iconic brand with a phenomenally important place in the UK market, and we’re only too pleased to continue growing our existing relationship with both ITVS GE and HSK. With strong broadcast support from ITV and stellar product development from HSK, we’re confident the range will appeal to consumers already familiar with the brand, as well as a new generation of fans. We’re looking forward to showcasing the innovative product range at London Toy Fair.”


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy