Surge Licensing is looking to capitalise on the growing momentum for Feisty Pets with an extended merchandising programme for the popular toy brand that will span clothing, accessories, gifting and back to school.
The licensing company has begun to put plans in place for the consumer products programme just as the new Feisty Pets toy line from Jazwares prepares to land at UK retail. It has already been placed with the likes of Smyths, Tesco, Asda and Sainsbury’s.
It is also combined with the launch of Scholastic’s Feisty Pets book publishing programme.
Looking now to build out a complementing merchandising programme here in the UK, the licensing efforts will be headed up Caroline Mickler, acting as sub agent for the toy brand.
“2018 was a terrific launch year with Jazwares in the UK,” said Surge VP, Elan Freedman. “In 2019, with every retailer leaning in to the toy programme and our book series launching, there’s no better time for Caroline to work hr magic and scale the experience offering to our fans.”
This is not the first time that both Surge and Caroline Mickler have collaborated. Mickler has previously worked with Surge in the UK for the Ninja Turtles in the ‘90s and 2000s.
“With the retail success of Jazwares’ Feisty Pets range and with Scholastic and Rubies Costumes already in place, the UK market is well set to capitalise further on the growing appetite for Feisty Pets products,” said Mickler.