Zuru’s Rainbocorns signs new EMEA licensing deals

Published on: 27th March 2020

Following a successful start to the year, Riverside Brands is pleased to announce a variety of new partnerships for Zuru’s Rainbocorns brand.

The mystery surprise plush, which features reversible sequin hearts that hide a special surprise, has been a hit with girls (3-7yrs) since their 2018 arrival. Retailers and consumers alike continue to show their love for the brand, with Rainbocorns winning UK and Australian Plush Toy of the Year, and the People’s Choice Award at the Toy Industry Association’ 2020 Toy of the Year Awards. The recognition came as the toy pulled in 147,000 votes from consumers.

New partners to the licensing programme covering apparel, accessories, arts & craft, novelty toy collectibles, magazines, back to school, puzzles, greeting cards and wrap in a variety of EMEA territories include:
• Fashion UK / Global Licensing
• Roy Lowe & Sons
• Sambro International
• Sinco Creations
• Redan Publishing
• Kids First Group
• W&O
• Danilo Promotions

More partners will be announced across other key categories shortly.

Aneisha Vieira, global brand director of Zuru said: “We’re thrilled that the brand’s ethos of all things magical and quirky has really transcended the toy category. We’re excited to work with partners which share our vision for Rainbocorns and are bringing the brand to life in so many different spaces.”

Ashley Holman, managing director of Riverside Brands, added: “We are excited to be working with such great partners on Zuru Rainbocorns. The product looks fantastic and is launching in-store from spring onwards, so we look forward to seeing kids  everywhere enjoying the wider Rainbocorns offer.”

Following its sell-out introduction a year and half ago, Zuru has since unveiled several iterations of the plush hatched from a mystery egg – from the giant Rainbocorns Big Bow Surprise to the miniature Rainbocorns Sparkle Heart Surprise, and even more new Rainbocorns will be coming this year.


Character Options unveils details for Kidz Big Weekend

Face masks in shops

Will face masks be mandatory in UK shops?

Viral Group launches Influencer Hub

Alpha Group partners with Keith Chapman for Camp Furly series

Moe Shalizi and Marshmello debut Mellodees

Friday Blog

Cancel culture …it’s the Friday Blog!

Exclusive: What to expect from the second half of 2020 according to NPD

My City Thames & Kosmos

Thames & Kosmos details latest games launches

The latest Toy World recruitment roundup

Exclusive: Making an impact – Toy World spoke to Diaframma’s Alice Morrison