Surge Licensing signs TOMY as global master toy partner for A Little SPOT

Surge Licensing has signed TOMY as the global master toy partner for Diane Alber’s A Little SPOT  book series, a market leader in social-emotional learning content that parents, teachers, and children look to for compelling characters and experiences.

Initially, TOMY will develop a broad range of branded SEL-focused products, including plush toys, with and without added features and technology, and plastic figures. TOMY will also distribute the Amazon bestselling book plus plush box sets, to bricks-and-mortar chains globally. The new products will be available online and direct-to-consumer in the first half of 2023 followed by bricks-and-mortar stores later that year.

Diane Alber designs her books and products as solutions to problems expressed by parents and teachers alike. Her A Little SPOT book series – featuring the brightly coloured, stick-legged sphere Little SPOT – was originally developed to help children visualise their emotions as characters, so that it would be easier to manage them, and evolved to address topics such as kindness, empathy, honesty, diversity, inclusion, and reading.

On Amazon, the Little Box of Emotion Box Set, geared for children 4-11, ranks #1 in Academic Development Counseling, and #1 in Children’s Moving; A Little Box Takes Action Book Set  ranks #1 in Children’s Criticism and Collections; and A Little SPOT of Emotion Plush Toys with Feelings Book Box Set ranks #2 in Academic Development Counseling and cracked the top 100 books sold on Amazon with a toy. Two teaching guides and a parent guide are also available for the A Little SPOT series. Alber’s books all come with sticker sheets, and additional sticker books, colouring books and sketch books have been created for many of the titles.

“Diane has created a massive body of work appealing to parents, their children, and teachers alike, carefully crafted to make not only teaching SEL fun, but learning it, too,” says Elan Freedman, Surge Licensing EVP. “TOMY is the ideal partner and platform for Diane to design new experiences for children to explore and understand their emotions, become better humans and learn to communicate effectively.”

“The stressors associated with the pandemic and global events have only increased the need for social-emotional learning tools to teach children how to handle their feeling in a healthy way,” says Diane Alber. “I’m delighted that TOMY is our global partner to create new toys for Little SPOT that will help to support kids and families to prepare for the challenges of the world.”

“Infant and Preschool is well anchored in TOMY’s historical DNA, and we have deep expertise in successfully launching preschool brands,” says Morgan Weyl, Managing Director of Licensing and Global Development. “We will bring Diane’s highly inspiring and beloved series to life in playthings that can help children practise effective communication in a fun and natural way. TOMY’s mission is to make the world smile, so helping children learn to express themselves through play with the Little SPOT brand is perfectly aligned to the happy, healthy development we fully embrace in our daily work.”

 

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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