The partnership will give UK retailers and their consumers access to Yulu’s diverse and innovative products.

Mookie Toys has been appointed the exclusive UK distributor for Yulu, the global toy and family entertainment company. The news was announced by Jochem van Rijn and Thijmen de Schippper, co-presidents of Yulu.

Mookie will be responsible for the distribution of over 30 Yulu products, including the award-winning Watermelon Smash. The family water roulette game has already proven popular with YouTube influencers including EvanTubeHD, Ryan Toys Reviews and Family Fun Pack, helping generate millions of online views.

Smyths Toys was the first retailer to launch Yulu games in the UK, successfully selling Spy Code Operation: Escape Room and Safe Breaker. The agreement will provide more UK retailers access to existing Yulu product lines, including Yulu Sports toys and Flip Finz skill and action items, plus new brands scheduled to launch in 2019.

Claire Olewnik, senior brand manager at Mookie, commented: “Yulu is a hugely successful manufacturer with a dynamic line of fun and creative product. The company has exciting new launches scheduled for next year which will build upon the current Mookie portfolio, and also help bring us into new categories. We will be supporting sales with significant investment in TV, digital and PR campaigns. It’s an exciting move for Mookie and we’re looking forward to seeing what the future holds.”

Jochem van Rijn, co-president of Yulu, added: “We have been experiencing an incredible worldwide expansion of our brand in the past two years, so we’re extremely excited about our agreement with Mookie. It’s a family-owned business and has an incredible passion for toys. This complements our growth story perfectly as we continue to work to expand our global footprint.”

Mookie will be previewing the range from the 6th November 2018 in its newly renovated showroom in Flitwick.