BinWeevils eyes further growth after toy success - Licensing.biz

BinWeevils eyes further growth after toy success

20 licensees on board for digital social world; international expansion next on cards.
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Having laid the foundations for the property in 2012, the firm behind BinWeevils.com is looking to further ramp up its consumer products activity this year.

During 2012, BinWeevils grew its licensee base from three to 20 partners.

Character Options launched its range in October with a special ‘Mulch Millionaire’ marketing campaign, and further investment in product development will see the release of more Bin Bot and Bin Weevils figurine collectables in a number of waves through the year.

New licensees on board include Winning Moves for Top Trumps, while the partnership has been extended further with a BinWeevils.com Guess Who board game. Blue Sky (stationery), Omega Sky (wall murals), IGS (gaming accessories), GBeye (posters), Inspirationworks (novelty toys), The In Thing (novelty accessories) and Alternative Software (PC DVD) are also on board.

Other categories are also now being considered, such as toiletries and greetings cards, while a BinWeevils music album – Bin Tunes - is planned with Sony Music.

“We’re always looking for products that promote interactivity, which pay back to the platform and promote a synergy with BinWeevils.com,” Amelia Johnson, founder of BinWeevils.com told ToyNews. “With over 100 characters, we’re well placed to create compelling collectable ranges and invest in further character development, in order to meet the continued demand for product.”

And international expansion is also on the cards, Johnson confirms.

“We’re building the franchise and providing a basis for growth into new category areas this year, as well as further establishing our foothold in key category areas including toy, magazine, books and trading cards. International expansion is key and we’ll be using this year to grow our membership base in the US and Australia, with a view to creating a market for toy distribution.”

BinWeevils.com: 020 3397 6828

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