2013 starts with a Big Bang for Underground Toys

Firm adds 'geek chic' US sitcom to portfolio, with items including plush and figurines.
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Underground Toys will be rolling out a full collection of The Big Bang Theory merchandise after inking a deal with Warner Bros. Consumer Products.

The series – which revolves around the characters of Sheldon, Leonard, Raj, Howard and Penny – has been ranked as the biggest selling TV property on iTunes for Warner Bros.

It currently airs on Channel 4 and E4 in the UK.

The Underground Toys line received an overwhelmingly positive reaction at London Toy Fair and the firm believes that it is the perfect fit with the rest of its portfolio – which includes brands such as Star Wars, Ghostbusters, Sonic the Hedgehog and Doctor Who, all of which have been debated by the characters in the show.

Items newly released in time for spring/summer include The Big Bang Theory magnets, throws, plush, talking key chains, travel pass holders, board games and pillows.

The licence also includes wall decals, money banks, cookie jars, figures and figurines, etched backpack clips, talking buttons, towels and coasters.

Items already launched last autumn/winter – including bobbleheads and key chains – have proven to be a hit with specialty retailers. The Big Bang Theory Trivia Game, for example, was such a success in 2012 that a Fan Edition has been created. This features trivia questions written by fans of the show which were selected via a major social media campaign.

“We’re really enjoying working with The Big Bang Theory,” Robyn Morgan, licensing director at Underground Toys, said. “The brand is a perfect fit for Underground and also incredibly funny. It embraces the geek culture that we’ve become so deeply embedded in and it allows us to laugh at ourselves, especially around Comic Con season.”

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Underground Toys

?We have become the ?go-to? company for many of the pop culture properties that are not 100 per cent for kids,? Underground Toys? licensing manager, Robyn Morgan, explains to Licensing.biz.

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