Netflix's True and the Rainbow Kingdom inspires toys

The Toy State has been appointed master toy licensee for the property.
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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."


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