Riverside Brands signs raft of partners for Zuru’s Rainbocorn toy brand

Zuru’s popular Rainbocorns toy line is embarking on a new licensing programme under the guidance of Riverside Brands, the UK agency to have just signed a variety of new partnerships for the plush toy brand.

The mystery surprise plush has risen to popularity recently, recognised for its reversible sequin hearts that hide a special surprise. Rainbocorns has already proved to be a hit with girls aged three to seven since the launch of the range in 2018.

Rainbocorns even won the UK and Australian Plush Toy of the Year, and the coveted People’s Choice Award at the Toy Industry Association’ 2020 Toy of the Year Awards. The recognition came as the toy pulled in 147,000 votes from consumers.

New partners to the licensing program covering apparel, accessories, arts and craft, novelty toy collectibles, magazines, back to school, puzzles, greeting cards and wrap in a variety of EMEA territories include: Fashion UK,  Roy Lowe & Sons, Sambro International, Sinco Creations, Redan Publishing, Kids First Group, W&O, and Danilo Promotions.

More partners will be announced across other key categories shortly.

Speaking about the brand’s rising popularity, Aneisha Vieira, global brand director of Zuru, said: “We’re thrilled that the brand’s ethos of all things magical and quirky has really transcended the toy category. We’re excited to work with partners who share our vision for Rainbocorns and are bringing the brand to life in so many different spaces.”

Ashley Holman, managing director of Riverside Brands, added: “We are excited to be working with such great partners on Zuru Rainbocorns. The product looks fantastic and is launching in store from spring onwards, so we look forward to seeing kids everywhere enjoying the wider Rainbocorns offer.”

Following its sell-out introduction, a year and half ago, Zuru has since unveiled several iterations of the plush hatched from a mystery egg – from the giant Rainbocorns Big Bow Surprise to the miniature Rainbocorns Sparkle Heart Surprise, and kids can look out for even more new Rainbocorns coming this year.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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