United Wheels UK signs new Disney, Marvel and Lucasfilm multi-year deal

Published on: 8th July 2021

Huffy-designed Disney, Marvel and Lucasfilm licensed wheeled products will be available for shipment from United Wheels UK in early 2022.

United Wheels UK, part of privately held Covation Holdings Ltd, has announced a new licence agreement for Disney, Marvel and Lucasfilm film properties for UK, Ireland, France, Iberia, Italy, Germany, Benelux and Africa territories.

Disney and United Wheels’ affiliate, Huffy Corporation, have worked together in the US since 1996, and this agreement between United Wheels and Disney expands the existing partnership to include EMEA. As early as July 2021, United Wheels will begin marketing Huffy-designed Disney, Marvel and Lucasfilm licensed wheeled products for order. These products will be available for shipment in early 2022.

Covation Holdings announced the expansion of its global footprint into the European market with a new UK sales hub last year. Having opened its new EU office, United Wheels is well placed to help drive continued growth of the Disney licences across these new territories.

“Our company has had a long relationship with Disney,” said Jon Tilley, general manager of United Wheels UK. “It was only natural for us to reach out to Disney when we decided to make a concerted effort in Europe, to find mutually beneficial ways to work together. Since then, we have invested in building a strong EU team and infrastructure and will focus on supporting each market with in-country-specific teams and local distribution operations.”

Jon continued: “It’s been great working with the Disney EMEA teams to bring this project to life, and we are excited to be presenting this to retailers through our Huffy brand of products in the coming months. Our position as a leading global player in the bicycle and wheeled goods categories gives us confidence that with an excellent supply chain and great innovation, we can bring strong growth over the next three years. We couldn’t be more excited about this new endeavour with Disney.”

The United Wheels team will start product presentations in July with a two week virtual trade open event in which potential retailer partners can meet the team and preview some of the new Disney products that will be available for sale in January 2022. The collection will cover all properties and wheel sizes, ranging from balance bikes to 16” wheel sizes.

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