Lisle Licensing and Evolution USA named global agents for Smooshy Mushy

Evolution USA, and Lisle Licensing have been named as global licensing agents for the popular new collectable line, Smooshy Mushy.

Both companies will aim to leverage the friend-inspired squish line, first introduced in autumn 2017, with its vast loyal consumer base.

“Over 50 million YouTube fans love our Smooshy Mushy brand and we have seen a huge community develop around our adorable slow rise line,” said Shelly Owen, owner of OLO Industries.

“We are looking forward to building the Smooshy Mushy brand with consumers across numerous product categories, and we believe Evolution and Lisle Licensing are the absolute best partners to make this happen.”

The Smooshy Mushy brand is owned by OLO Industries and RedwoodVentures.

Andy Wiseman, CEO of RedwoodVentures, manufacturer of the full Smooshy Mushy collectable line, said that sales have been brisk since debuting in late October 2017.

“Smooshy Mushy was a sell-out in 2017 when exclusively available at Walmart,” he said. “Demand has remained extremely strong in 2018 as the line expands to Toys R Us, Target, Michaels, Amazon and other retailers, in addition to dozens of key world markets.”

Evolution USA will launch Smooshy Mushy brand licensing opportunities in North America and worldwide, exclusing the UK, EMEA and South Africa.

Retail relationships will be expanded through representation in several categories such as apparel, sleepwear, swimwear, accessories, soft home goods and more.

Lisle Licensing will customise a strategic brand and marketing programme that supports the Smooshy Mushy trademark into additional categories in the UK and Europe.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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