New European deals for Smooshy Mushy

Published on: 5th September 2018

Lisle Licensing, the EMEA master agent for Olo Industries and its partnership with Redwood Ventures, has brokered several new deals across a range of categories.

Aykroyds & Sons and TDP will be launching a range of nightwear, underwear and swimwear, IG Designs have signed up for greetings, gift-wrap and paper arts and crafts, and Bluesky Designs will be developing a unique range of stationery, bags and lunch wear.

Bandai will be extending its line to include an arts & craft line, while Bioworld International will be running a range of daywear both in the UK and France/Belgium. Roy Lowe & Sons will also be launching a range of socks.

Further licensees will be announced at a later stage.

Shelly Owen, founder and owner of Olo Industries, commented: “We have a very strong online community with our huge #Smooshy Squad. The brand has really evolved into a fully dimensional kids global brand and we’re excited to see the Smooshy Mushy story unfold across all of these categories.”

In addition to a robust and highly sought after branded licensing programme, Olo Industries and Redwood Ventures will be supporting the brand expansion of Smooshy Mushy with short form animation in conjunction with Wild Brain.

Francesca Lisle of Lisle Licensing added: “We are delighted with how the L&M programme has started for Smooshy Mushy. The Squishy craze has taken the toy market by storm and Smooshy Mushy truly develops that play pattern, with its strong themes continuing to develop the brand throughout the year and allowing children to dive further into the brand. Both of these elements ensures Smooshy Mushy can develop into extended product categories, providing innovation and adding the squishy craze outside of toys.”

For more information about Smooshy Mushy visit Stand M40 at BLE.


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