Toymaker ZURU is extending its Rainbocorns brand through a series of strategic licensing deals developed by Brand Fresh Management to bring apparel, sleepwear, stationery, accessories, and more to fans of their line of mystery surprise plush.
The collectible line of plush, which debuted in 2018, hatches from a mystery egg and features a reversible sequin heart that reveals a magical surprise.
The new North American licensees include:
- Jerry Leigh – master apparel partner;
- Bendon – coloring books, activity sets
- Inkology – Stationery, journals, diaries, pens
- Sinco – Watches, hair accessories, bracelets/charms
- Infinity Product Group’s Comfy Critter Combo Blanket
- Danawares – Hydration, placemats, lunch bags, camp chairs, puzzles, jewelry boxes
- Montco Crafts –Pop Outz activity sets
“The surprise factor, collectibility and soft plush play of Rainbocorns have appealed to kids from the get-go,” said Aneisha Vieira, Global Brand Director, ZURU. “We’re confident that a licensing program will mirror the success and popularity of the toys, and could not be more excited to be working with these world-class partners.”
ZURU’s Rainbocorns Sequin Surprise Series 2 won the People’s Choice title at the Toy Association’s 2020 Toy of the Year Awards (TOTY) last week. The recognition came as the toy pulled in 147,000 votes from consumers, and marks the third TOTY Award for the international toy and consumer products company.
Rainbocorns topped the NPD 50 toy list, over ten retailers listed it as a top holiday gift, and the brand earned seven industry awards around the globe. The first series sold out globally within its first month, with retailers doubling reorders in the first few weeks of product hitting shelves.
Following its sell-out introduction in 2018, ZURU debuted a series of Rainbocorns, including: Rainbocorns Sparkle Heart Surprise, Rainbocorns Sequins Surprise Series 2 Plush – The Ultimate Surprise Egg, and Rainbocorns Big Bow Surprise, the biggest Rainbocorn ever, standing at 13 inches high and containing over 25 layers of Rainbocorn fun. At Toy Fair New York, ZURU also showcased a series of new brand extensions planned for 2020.