Cape Town-based Prima Toys is to add to its portfolio, having struck a deal to become master toy for the ZhuZhu Pets property.
The agreement, arranged by Lisle International Licensing's South African sub-agent, Character Licensing & Marketing, will see Prima launch a variety of merchandise including publishing, plush, mini collectables and arts and crafts.
"Prima Toys has over 42 years experience and is a dominant player in the region," said Lisle International's Francesca Lisle. "This status will be invaluable for growing the ZhuZhu Pets licensing programme in South Africa and we are delighted to have them on board and look forward to working with them through the team at CLM."
Ian Morris, Prima Toys' CEO, added: "Our aim is to remain at the forefront of the toy industry by sourcing cutting edge brands and products for our consumers, while employing innovative marketing strategies to complement and support our world class brands.
"ZhuZhu Pets is just the type of property that we like to invest in and it will make a perfect addition to our portfolio."