The collaboration will see a recording deal and brand partnership for the Smyths character. 

Smyths Toys and Magic Star, the children and family entertainment label of Sony Music, have partnered on a 360 deal for the iconic Smyths Toys character Oscar.

The deal is set to include media licensing, original animated video content, third party brand partnerships and consumer products. An album release will be produced by Blackbook Music, which also brokered the deal.

Oscar was created by Smyths in 2016, and has since featured prominently in a number of advertising campaigns alongside famous characters from kids properties, including Barbie, Buzz Lightyear and Woody. The character also appeared in the hit music video ‘If I Were a Toy’, which aimed to break down gender stereotypes.

Will Speer, head of Magic Star, said: “We are really excited by the opportunity to work with such a collaborative and forward-thinking partner as Smyths – there are so many possibilities for developing Oscar and bringing him to new audiences.”

Tony Smyth, managing director, Smyths Toys Superstore, commented: “We are delighted to see Oscar shine in his role as a music star and to work collaboratively with Magic Star and the great team there to make that happen.”

Anthony Andrews of Blackbook Music added: “Smyths is a market leader in children’s retail and Oscar is pivotal to its marketing strategy. Sony Music is the only major to have a dedicated kids and family label with Magic Star, so this seemed like a perfect fit. I’m excited to have facilitated the partnership as we build Oscar’s audience through morally responsible and aspirational kid’s content.”