NEWS

Yulu appoints Mookie as sole UK & Ireland distributor

Published on: 26th October 2018

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.

RECENT ARTICLES

Groupon announces plan to stop selling goods by the end of 2020

Senior leadership reshuffle at Spin Master

All Beales stores to close as no buyer comes forward

Panini launches new Official Adrenalyn XL Trading Card collection

Asda’s Christmas sales hit by ‘cautious’ spending

PRCA welcomes Playtime PR as newest corporate member

Steamforged Games appoints Toby Davies as commercial director

Masters of the Universe cast announced

The Pokémon Company launches pop-up in Harrods

Get involved in the April issue of Toy World