“It was only natural for us to reach out to Disney when we decided to make a concerted effort in Europe” said Jon Tilley, gm of the company.
United Wheels UK has secured a new licensing deal for Disney, Marvel and Lucasfilm movie properties in the UK, Ireland, France, Iberia, Italy, Germany, Benelux and Africa.
United Wheels’ affiliate company, Huffy Corporation, has worked with Disney in the US since 1996. This new agreement further grows the partnership to include EMEA.
United Wheels opened its new European office in 2020, headed up by general manager, Jon Tilley.
He commented: “Our company has had such a long relationship with Disney. 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.”
Products will begin to launch from January 2022 and will cover all properties and wheel sizes – from balance bikes up to 16″ wheel sizes.
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.”
