Toy State named as master toy partner for True and the Rainbow Kingdom

Published on: 22nd August 2017

The Netflix Original pre-school animated series, from Guru Studio, premiered 11th August.

Guru Studio has named Toy State as its master toy licensee for the new Netflix Original preschool animated series, True and the Rainbow Kingdom, which premiered globally on Netflix on 11th August. The deal was brokered by Guru’s licensing agency, Brand Central.

Toy State will help bring to life the new Netflix series through a product line featuring figures, role-play, plush, playsets and dolls, marking a major expansion into new product categories and part of the company’s overall global growth strategy. The company plans to utilize its knowledge and expertise to expand its success to a wider range of toy categories.

Toy State president Andy Friess commented: “Audiences will quickly fall in love with True and the Rainbow Kingdom, and we’re elated to be partnering with Guru Studio to create an innovative new toy line with the same magical quality that makes the series so special. We’ve long been category leaders at retail, and we’re excited to be delivering toys inspired by the worlds of play and imagination found in True.”

Mary Bredin, Guru Studio’s EVP of content & strategy, added: “We are thrilled to have such inspired and committed partners on board to help bring this exciting new brand into the world of physical play. Toy State brings fresh ideas and innovative technology to traditional play patterns.”

Toy State will be providing an exclusive preview of the lineup inspired by the show to attendees of the Fall Toy Preview this October in Dallas, Texas. The first wave of products is set to hit shelves in autumn 2018.


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