Dumb Ways to Die moves into toy space - Licensing.biz

Dumb Ways to Die moves into toy space

Vinyl figures, games and blind bags in the pipeline for cult brand which started life as a train safety advert.
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Underground Toys will soon be distributing a range of Dumb Ways to Die plush toys, says licensing agent for the brand Evolution, and this is just the first in a series of toy moves for the brand.

Dumb Ways to Die started life as a safetycampaign by Metro Trains in Melbourne, Australia, but its song and video went viral, its YouTube account has over 70 million views and its app has now mustered over 35 million downloads.

A plush range is on the way from New York-based manufacturer Commonwealth Toy and Novelty and Evolution believes that it is just the start.

“There’s an appetite for the characters and Commonwealth has developed a phenomenal range,” said Evolution’s president, licensing and retail, Travis Rutherford.

“The product is beautiful. As long as it’s priced right and in the right stores, I think it will sell very, very well.

“The Commonwealth line is multiple skus. They have a plush range and vinyl figures. You’ll see vinyl skus probably stage two, they just haven’t had them tooled yet but they are in the plan. Then, as the brand grows, we’ll look into blind bag opportunities and there certainly could be game opportunities and novelty.”

Read the full story at our sister-site ToyNews.

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