Collaboration with Universal Brand Development set to be one of TOMY’s biggest ever in preschool category.
TOMY has revealed a new licensing collaboration with Universal Brand Development which will see it introduce a line of preschool toys for its Toomies brand based on blockbuster movie franchise, Jurassic World.
TOMY believes the brand is set to be one of its biggest ever collaborations for the preschool category.
Launching in June 2021, the line will include Chase & Roll Raptors and a Dino Rescue Ranger, inspired by the iconic vehicles in the films; Spin & Hatch Dino Eggs, a twist on Toomies bestselling Hide and Squeak Eggs, using dinosaur eggs in an incubator featuring the core toddler play pattern of ‘sort and pop’; and Pic & Push T. rex, a large T. rex dinosaur with a fun take on the gyrosphere from the 2015 Jurassic World film.
The line will also support TOMY’s classic action game, Pop Up Pirate, with the launch of a Pop Up T. rex from July. The bestselling game recently celebrated its 45th anniversary.
“Dinosaurs are an evergreen toy trend, reaching multiple age points including preschoolers, and with our Toomies success in this market dinosaurs seemed like a great fit for our next collaboration,” said Mary Wood, UK general manager at TOMY. “We’re thrilled to be partnering with Universal to introduce this fantastic range – combining our expertise in preschool toys with the worldwide phenomenon of Jurassic World, this is going to be a major focus for the business for next year and into 2022. Feedback from retailers across all markets has been nothing but positive.”
The Toomies brand has seen exponential growth in recent years, with its Toy range up by 33% at retail vs 2019. The brand’s Hide & Squeak Eggs are also up by 25%, with the full range including the spring 2020 Hide & Squeak extension items and AW20 additions contributing to 81% of EPOS Sales Year to Date (calendar year 2020: January-December 26).