Underground Toys signs UK distribution deal for Dumb Ways to Die

Commonwealth Toys & Novelty's toy line will land in the UK in April.
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Evolution Europe has signed a new distribution deal with Underground Toys for the Dumb Ways to Die plush line in the UK.

Landing in the UK in April 2014, the plush line comes from New York-based Commonwealth Toys & Novelty, the US and Canadian licensee for Dumb Ways To Die plush and novelty figures.

Underground Toys will now sell, market and distribute the collection of products alongside Underground’s own assortment of licensed merchandise for the brand, including travel pass holders, air fresheners, book marks, door hangers, lanyards metal signs and wind up mini figures.

“Underground Toys is a great partner for Dumb Ways to Die as they have significant retail reach through traditional toy retailers as well as the gift and novelty accounts and understand how to successfully market character brands," said Natasha Dyson, VP licensing for Evolution Europe.

"We can't wait to see the full assortment of products on the store shelf this spring."

Dumb Ways To Die started life as a public service announcement for Metro Trains Melbourne, but went on to make 76 million views on YouTube alone. The new valentines version delivered over 10 million views on YouTube in two weeks.

The Dumb Ways To Die app, which has over 2.2 million daily active users, has over 45 million global downloads and is currently the number one overall action game in over 19 countries. Elsewhere, the song reached the Top 10 iTunes song in over 28 countries. 

The new toy range spans pocket sized plush to other products more than 30 inches in height, and will retail from £1.99 to £24.99.

Robyn Cowling from Underground Toys added: “This is a great novelty character brand for us to work with. 

"We previewed the line at London Toy Fair and had a very positive response from the trade, so we’re excited to get product going.”

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