Pinkfong plans “an entertainment brand to be enjoyed for generations,” in Baby Shark

Pinkfong has secured a roster of UK licensing partners for the Baby Shark brand, spanning a number of big name toy brands.

WowWee, Spin Master and Hasbro have each signed with the property that shot to fame over the course of 2018 with a video that amassed 2.4 billion YouTube views to become the 18th most watched YouTube video in history.

WowWee and Spin Master/Cardinal will develop a line of puzzles and games for the Baby Shark brand, while Hasbro will launch a range of compounds.

These are followed by partners in apparel, including Fashion UK for daywear and outerwear, Aykroyd & Sons/TDP Textiles for nightwear, underwear and swimwear, Character World for bed and bath and William Lamb for bags and footwear.

The roster continues with Roy Lowe & Sons for socks, Corsair Toiletries for health and beauty, Centum for books, Danilo for greetings cards, gift wrap and calendars, OTL Technologies for headphones and SGA Productions for live events.

In 2018, Pinkfong took the success of its digital content into retail. Sony Music’s Baby Shark CD album became a bestseller in the UK. Baby Shark toys launched through Amazon and Walmart in the US and The Entertainer in the UK were sold out within days.

Baby Shark Play-Doh and Baby Shark Fingerlings were announced at this year’s New York Toy Fair.

Pinkfong plans to booster engagement with the brand through new content including Baby Shark books, Alexa Skills, digital shorts, mini shows, theatricals, special films and animated series.

“Baby Shark has captured the hearts of many and its popularity continues to grow every day,” said Marina Lee, Pinkfong’s VP of global consumer products.

“We are thrilled to welcome such an exceptional group of licensees who share our vision for the brand. Together, we will build an entertainment brand that will be enjoyed by generations to come.”

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