Retail launch represents a significant step in the global expansion for collectable plush brand.
Representing a significant step in the global expansion of the Bush Baby World concept, the Golden Bear collectables plush range has debuted exclusively in all Walmart stores in the US and Canada, being distributed by Moose Toys.
The US product launch – which is being marketed under the Fur Babies World brand in the US and Canada – is backed by a substantial marketing and advertising launch support campaign.
Brands with Influence (BWI), which is driving the global licensing strategy, has appointed Brandgenuity to represent the brand in North America for licensing.
Meanwhile in the UK, the licensing programme already includes Alligator Books, Aykroyds, Blueprint Collections, Dreamtex, Immediate Media, Ravensburger and TDP.
Commenting on the growth of Bush Baby World, Martin Lowde, managing director of Brands with Influence told LicensingSource: “It is all very exciting. I feel proud how Bush Baby World, a British brand that was conceived in the UK and animated in the UK, will have been exported to 44 different countries by the end of the year.”
From a standing start in January 2016, Bush Baby World will be active in over 40 countries by the end of this year, with a consumer website and animated webisodes, which bring the brand to life, translated into at least 20 localised languages.
“After selling out in four weeks from its July launch in the UK and with over 220,000 units sold through in only 16 weeks of being in stock in 2017, it’s fair to say we are really excited to see the US reaction to this unique collectables range, which has really captured the imagination of consumers,” said John Hales, chairman of Golden Bear.
He describes Bush Baby World as “one of the biggest success stories in the history of the company,” that he co-founded in 1979.
CentaIP has also recently been appointed to represent Bush Baby World on the licensing front in Australia and New Zealand.
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