Australian deals inked for Chuggington

Ludorum property proving popular Down Under as raft of new licensees sign up.
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A wide range of new licensees have signed up to represent Chuggington in Australia, as the Ludorum brand continues to make significant in-roads into the territory.

Merchantwise, which represents the brand in Australia, has secured over a dozen new licensing agreements for the show. The Australasian toy launch will be led by global master toy licensee Learning Curve, which is rolling out a range of die-cast toys from this month. Interactive toys and a ride-on will follow later in the year.

In addition to this, TGA has been appointed the licensee for sporting goods and safety gear, while MJM are on board for games and puzzles, as well as gardening toy categories.

Modern Brands will be releasing electronic learning aids, plus a selection of Ravensburger puzzles.

Apparel is represented by Hot Springs (apparel/sleepwear), TMI (socks/underwear) and Studio Kids (outerwear and sleepwear for Target). Chuggington accessories, including footwear and rainwear, have been licensed to Caprice, with Engelite representing for headwear, scarves and belts.

TGA will also release a range of bags and backpacks, while The Eyewear Company has secured the licence for sunglasses and eyewear.

Other categories include bedroom furniture (Dryen), tableware/melamine (Zak), wooden storage/consumer electronics (TGA), foam furniture/beanbags (Head Start), partywear (Anagram/Party Craft), cake decorations and bakery (Bakery Sugar Craft), seasonal confectionery (Park Avenue) and carnival/show bags (Bensons).

In New Zealand, Chuggington is represented by Global Licensing.

"We are delighted by the success of Chuggington in Australasia," said Clara Wooller, VP of international sales at Ludorum. "We have worked extremely closely with Merchantwise and Global Licensing to select and appoint leading licensees in each category and we are thrilled with the appointment of such prestigious partners."


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