Agreement inked with Pretty Ugly as firm looks to focus its efforts on expanding the licensing programme.
The creator of the Uglydoll brand - Pretty Ugly - is turning its attention to a new licensing model for the brand, with its first signing being plush specialist, Gund.
The plush division of Enesco, Gund will beging selling and shipping Uglydoll plush products to current and new retail customers from the summer.
"After ten years of building Uglydoll into an evergreen brand, we have decided to discontinue manufacturing and selling products directly, and instead focus our efforts on building the brand and continuing expansion of Uglydoll licensing programmes across new and existing categories," explained Alita Friedman, partner and chief brand officer.
"We are excited to have Gund as our newest licensing partner for core plush dolls, continuing the business that we began. We expect Gund to expand the Uglydoll plush business with new products and broader distribution."
Bruce Raiffe, Gund president, added: "Cute, funny and huggable, Uglydoll characters are a perfect addition to the Gund portfolio of soft toy brands that delight consumers around the world."
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