Jay at Play announced as global master toy for the World of Ooks

Published on: 28th February 2020

Jay at Play has secured worldwide rights to a range of plush, collectibles, accessories and gaming categories based on the Ooks brand.

Dublin based production studio, Zulleon, founders and creators of digital play experience Ooks, has appointed Jay at Play as the global master toy partner for the STEM-inspired kids’ property.

In a deal brokered by global licensing agency, Weird Lime, Jay at Play has secured worldwide rights to a range of plush, collectibles, accessories and gaming categories, based on the Ooks brand of mobile games and animated shorts.

Following the launch of the Ooks ‘What’s that Rumbling?’ STEM-inspired storybook creator earlier in 2019, the property has grown at an exponential rate through Zulleon’s development of a suite of Ooks apps across multiple educational and gaming categories as well as an animated shorts series.

In response to consumer appetite for content and on the back of a heavyweight, through the line and influencer marketing campaign, development from the studio continues apace with new animated shorts being released every month, joining the current series of 22 x 2 minute shorts now available on YouTube Kids.

A spokesperson from Jay at Play said: “It’s not often a brand captures kids’ imagination so rapidly whilst also ticking the box for learning inspired play patterns which parents appreciate – so we have been following the Ooks story for some time. The full portfolio of apps and animation delivers loads of fun snackable content across trend-driven themes and characters which kids love – making it just the right time for a bright, fun range of plush toys and collectibles.”

Noel Donegan, co-founder of Zulleon, added: “Jay at Play is the perfect partner to bring Ooks to life outside of our digital playground and animations, so we are thrilled with this global signing”.

The suite of five Ooks apps and games, available on IOS and Android, have been downloaded in over 110 countries with close to half a million installs across all apps. The brand is readying for more announcements across global broadcasters and consumer product deals.


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