Massive success sees Eolo Toys extend Supermasked range

Published on: 16th November 2022

Eolo says the innovation in its collectible toys, such as the sounds and sensors added to the Supermasked figures, gives the company and its products a competitive advantage in the marketplace. 

Eolo Toys is launching its most ambitious brand to date: Supermasked. Partnering with Maya Studio, Product Connection, Toyzone and Artline, the new franchise has generated much conversation in the toy industry.

In spring/summer 2022, the company hit the market with a combination of stretchy tech figures with sounds and sensors, characterised by a series of villains and superheroes. The collectibles are targeted at boys and girls aged five years and up. With its cool design, the product range is both fun and attractive with characters such as Whispers, Big Pony and Xa Man. Complementing the toys is a fight game app, where kids can continue being connected to the Supermasked Universe and characters.

Following the warm welcome from distributors and key partners around the globe, Eolo Toys is also offering a Training Arena Playset that comes with an exclusive character, Kohetekin, plus three targets to knock down the opponents.

In spring/summer 2023, Eolo Toys is launching over 2m pieces of the first wave of the Supermasked collectibles in partnership with Panini in Iberia. More than 24 rubbery characters with interchangeable masks, each of which possesses special powers, will be available. Due to this strategic alliance and the marketing activities planned to go live during the period, it is expected that the property will gain strength in the Iberian market.

The company has developed a 360º marketing strategy around the property, with content playing a key role. Colorbaby, Eolo Toy’s partner in Spain and Portugal, launched the Supermasked animated series last June. The Spanish distribution company has an agreement in place to release the Supermasked series on the digital platforms of the kids’ most-watched channel in Spain – Clan TV – and Cartoon Network for Portugal.

The series is based on a funny heroes vs. villains concept that presents numerous hilarious situations, with the superheroes not knowing how to use their superpowers. The Supermasked series is broadcast online, on the YouTube Trackatoon channel, and across different kids’ TV channels. In addition, influencer campaigns focused on delivering high-quality content for kids to consume on different social media platforms are being developed with various distributors in key markets.

Retailers and distributors have shown great enthusiasm for the property and orders from countries including Israel, Germany, Bulgaria, The Netherlands and the Nordics have been already confirmed. Due to its success, Eolo Toys is permanently investing in new developments for the Supermasked property that will be revealed in the next few months.

Laura Atorrasagasti, Eolo Toys marketing manager, commented: “The series’ key message to the audience is that we all can be superheroes, even with our flaws and weaknesses. The values that we want to enhance are those that can be educational for the target audience, such as solidarity, teamwork and honesty, all via the fun adventures of these amusing heroes and villains. It’s a property unlike any other, that highlights key principles for young kids. That’s why the company is investing in the property. Promoting and boosting key values through fun content is something that is totally aligned with our motto: ‘Keep Smiling!'”

Distributors interested in the property can contact:


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