Netflix's True and the Rainbow Kingdom inspires toys

The Toy State has been appointed master toy licensee for the property.
Author:
Publish date:
Social count:
0
0 true and the rainbow.jpg

Netflix Original’s pre-school series, True and the Rainbow Kingdom, has gained a new master toy licensee in the form of Toy State.

In a deal brokered by Guru Studio’s licensing agency, Brand Central, Toy State will develop a new toy line featuring role-play, plush, figures, play-sets and dolls.

“Audiences will quickly fall in love with True and the Rainbow Kingdom, and we’re elated to be partnering with Guru Studio to create an innovative new toy line with the same magical quality that makes the series so special,” said Andy Friess, president of Toy State.

“We’ve long been category leaders at retail, and we’re excited to be delivering toys inspired by the worlds of play and imagination found in True.”

The Netflix series is produced by Guru Studio in collaboration with Pharrell Williams' I Am Other, FriendsWithYou and Home Plate Entertainment and first made its premier on August 11th.

In the run up to the toy’s release, Toy State will offer fans an exclusive preview to guests at the Toy Preview this October in Dallas, Texas.

Mary Bredin, EVP of content and strategy at Guru Studio, added: “We are thrilled to have such inspired and committed partners on board to help bring this exciting new brand into the world of physical play.

“Toy State brings fresh ideas and innovative technology to traditional play patterns."

Related

Featured Jobs

Aardman Job Logo 620 x 349

Brand Manager (Maternity Cover)

Part of the brand team, The Brand Manager works closely with several members of the department, including Studio Publicist, Community Managers, Licensing, Sales and Attractions and Live Experiences teams to implement local and international strategies in the form of brand plans and maximising on all activity surrounding the properties.

Universal Job Logo 620 x 349

Senior Graphic Designer, EMEA - Consumer Products

Working in tandem with the Product Development team and reporting into the Design Manager EMEA, the purpose of this role is to drive forward our creativity across all licensed consumer products. As part of the creative team, you’ll be developing exceptional creative assets and product concepts for numerous NBCUniversal franchises that inspire licensing partners across the entire region.

SanrioJob Logo 620 x 349

Creative Manager

Best known for global icon Hello Kitty, Sanrio has a portfolio of more than 400 characters. We license a unique collection of branded gifts, stationery and fashion accessory items while collaborating with the most respected companies in the world. Our EMEA business coordinates the development licensing throughout Europe, Russia, Middle East, Africa, Asia (for Mr Men), Australia and New Zealand. An exciting, permanent opportunity has come up at our London office to lead our Design team as Creative Manager (m/f)

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.