Licensing News

Zuru partners with Pinkfong on Baby Shark range

Published on: May 8th, 2019

Partnership will see the production of a range of Baby Shark bath toys which will sit within Zuru’s Robo Alive portfolio.

Created by global entertainment brand, Pinkfong, the viral tune Baby Shark has amassed 2.6b YouTube views, charting at No. 6 on the UK Official Singles Chart and the Top 50 on Billboard’s Hot100 for 16 weeks.

Zuru’s new Baby Shark range includes Baby, Mummy, and Daddy Shark bath toys which all sing the song once placed in water. The range will be available at retail in the UK market from September.

Based on real-life creatures, Zuru’s Robo Alive brand includes the best-selling Robofish, the attacking T-Rex and this year’s latest addition, Dragon. Using robotic enhanced motion sensors, each of the designs features realistic characteristics while remaining an affordable option within the interactive and tech toys market.

Latest figures for the brand indicate an unprecedented growth in sales with the January-October 2018 period showing a 117% YOY upsurge in global sales, and UK data reporting a doubling of sales by the end of December 2018.

“Robo Alive is one of our most popular and best-performing IPs”, said Renee Lee, Zuru’s global marketing director. “Pink Fong’s Baby Shark line is a really appealing and on trend item for younger children who want to engage in the brand. We expect this to be an absolute hit for bathtime play, and have phenomenal support from all our retail partners.”

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