Start-up launches Teenage Mutant Ninja Turtles swim aid

Published on: 22nd September 2021

Scottish company Turtle Pack has entered into an agreement with ViacomCBS Consumer Products to launch the new swim float which doubles as a costume and toy.

A partnership with ViacomCBS Consumer Products will see Scottish start-up Turtle Pack launch a new swimming aid based on the Teenage Mutant Ninja Turtles (TMNT) brand. The aid provides in-pool support while also doubling up as a costume and toy.

Turtle Pack has already sold thousands of swimming aids around the world gaining high-profile fans including Sir Richard Branson, and has attracted the interest of ViacomCBS Consumer Products due to its innovative ‘turtle shell’ design.

“We loved the product development from the team at Turtle Pack,” said Mark Kingston, senior vice president, International Licensing, ViacomCBS. “We are thrilled we are able to bring a product with real purpose to the market that can help kids get in the water, have fun and be active.”

Designed to address the huge numbers of UK children who are unable to swim by the time they leave primary school, it’s hoped the new TMNT Swim Float will encourage even more children into the pool.

Turtle Pack was created by Michael Harkins, a swimming teacher turned entrepreneur from Livingston, who completed prototype designs while studying for a Masters in Pharmaceutical Chemistry at Heriot-Watt University. Since graduating, he has been supported by the University’s enterprise team, including entrepreneurial training through the Santander Universities Initiative and was awarded £110,000 from Scottish EDGE. He also received further support from Heriot Watt University and the University of Strathclyde as part of the company’s six-figure seed investment round in January 2021.

The TMNT deal is a dream come true for Michael, who grew up a huge fan of the Turtles, and said: “My love of the Teenage Mutant Ninja Turtles inspired me when I was creating the original Turtle Pack, so it feels like we’ve come full circle with this new product.

“By working with the team at ViacomCBS Consumer Products, we hope the TMNT brand name will help encourage more young children to enjoy spending time in the pool, having fun while learning a lifelong skill for both their future health and safety. This agreement will support our company with greater brand recognition in global markets which is a phenomenal opportunity for a company at our stage of evolution.”

“As a swimming teacher and now a new parent, I know how much kit you accumulate. That’s why we’re so pleased to have created a product that performs double duty; swimming aid and dress-up costume in one.”

The new Turtle Pack TMNT swimming aid is available to pre-order now through the company’s website and goes on general release on 4th October.


BTHA reassures industry on Toy Fair safety

Black Friday – the verdict

Mask wearing reintroduced to retail in England today

Lego unveils exceptionally strong first-half results

Aardman Christmas idents for BBC One support new film release

Toy community reacts with dismay at Argos ‘panic’ Black Friday event

Last call for the bumper January edition of Toy World

Yoto and Disney expand partnership with new content cards

Friday Blog

ICYMI: Is everything OK…it’s the Friday Blog!

Rubies unveils new festive campaign