TOMY International has been named the master toy partner for the popular Netflix pre-school series, BUDDI. The launch will arrive courtesy of a partnership between the toy maker and Unanico and Raydar Media.

BUDDI is an animated series aimed at kids aged four years old and under that looks to deliver emotional intelligence through the lens of imagination and non-verbal cues. It follows the adventures of five friends, each bright and colourful, as they experience the simplest moments of life for the first time.

Currently with two seasons available on Netflix, more seasons are planned as the show opens to other linear, SVOD and AVOD platforms around the world. Furthermore, BUDDI was nominated for a 2020 Annie Award in the TV/Media Preschool category for the “Snow” episode.

“We’re thrilled to be working on this new opportunity with Unanico and Raydar Media,” said TOMY’s director of global brands, Morgan Weyl.

“BUDDI meets the trends that are impacting the toy market right now, from education, music, zen-sational themes, and socially conscious play. With the highly recognizable characters that have captured audiences around the world, these unique and thoughtfully designed characters will stand out on shelf.”

The core values of BUDDI fit right in line with TOMY’s portfolio of brands. TOMY has a longstanding history of creating toys that are focused on toddler development through play, which include both the Lamaze and Toomies lines.

Building a world of toys with unique character identities that also promote sensory discovery, emotional intelligence, along with being fun, playable and developmentally appropriate, is a hallmark for the company.

For BUDDI, TOMY will introduce a line of innovative toys for toddlers focused on bringing the unique DNA of the brand, along with the emotional and developmental aspects of BUDDI’s characters to markets around the world.

Paul Laikin, Unanico’s managing director and producer of Buddi said: “We are delighted to be working with the team at Tomy, a company that really understands the values of Buddi, and has the deep creative and commercial experience necessary to bring toys to Buddi’s young fans around the world.”