PAW patrol animation team Guru Studio readies licensing programme for new series, True and the Rainbow Kingdom

Guru Studio, the animation studio behind the likes of PAW Patrol and Ever After High is debuting a merch programme for its new pre-school series, True and the Rainbow Kingdom.

The new animated series is quickly amassing audiences on Netflix in the US and other global territories, as well as on CBC in Canada.

In addition to the already announced master toy agreement with Toy State, the new licensing agreements – brokered by Brand Central – include Palamon for costumes, American Marketing Enterprises for sleeprwear, GBG Socks for hosiery, Chouette for master publishing and Bendon for colouring books and art sets.

The lines will be available at retail in North America from autumn this year and expanding globally in 2019.

True and the Rainbow Kingdom is Guru’s flagship pre-school series and is produced in collaboration with Pharrell Williams’ I Am Other, the artists FriendsWithYou and Home Plate Entertainment.

The show debuted on Netflix in August last year.

“We have seen incredibly high demand for True and the Rainbow Kingdom products from our young fans and their parents since the series premiered last year. With some truly best-in-class partners, we are excited to be bringing so much joy to our devoted and growing audience,” said Frank Falcone, president and executive creative director of Guru Studio.

CEO of Brand Central, Ross Misher, added:“The reception to True and the Rainbow Kingdom from the licensing industry has been tremendous. We are excited to develop engaging, adorable products with first class partners that tap into the brand’s magical aesthetic and aspirational values.”

Guru Studio will be announcing additional partners for the brand in the coming months.

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