Golden Bear Toys has been selected as the master toy licensee for PeaKeeBoo, the new preschool animation series developed by creative studio Toikido.
The nature-inspired show, which focuses on play and friendship and features adorable tiny creatures Pea, Kee and Boo, is narrated by Sophie Ellis-Bextor.
As part of the show’s comprehensive 360-degree marketing strategy, Golden Bear Toys will launch a range of textured plush, figurines and activity sets in A/W 2025. The products, which will be shared with retail customers in October 2024, have been specifically designed for preschool children and aim to encourage learning and creativity, extending the educational and playful experience of the series into ‘real world’ activity.
LicensingSource.net asked Toikido’s chief commercial officer Will Ochoa and Golden Bear’s sales and marketing director, Becky Matthews to tell us more.
This is Toikido’s first venture into the preschool space – which is quite a crowded one. What does PeaKeeBoo bring to the table that’s different?
Will Ochoa: We’re excited because PeaKeeBoo was created to encapsulate the wonder a child feels when they first walk into a sunlit forest. We aim to teleport children into the natural world through innovative techniques. We’ve built live miniature landscapes in our studio, using photogrammetry and Unity for enhanced 3D scanning and animation. The final result is incredibly realistic, giving kids a close-up experience of nature. In a market filled with fast-moving content, we felt there was a gap for a show that connects children to nature.
Becky Matthews: PeaKeeBoo feels fresh and different, with its focus on nature and the unique blend of animation and the real world. Toikido is known for being disruptive in the market, and their in-house content creation is exciting. As a mum, I see elements of my own children in Pea, Kee and Boo, making them relatable and lovable for preschoolers.
What made Golden Bear the natural toy partner for the property?
WO: Golden Bear’s reputation and experience in the preschool space are unparalleled. They have launched some of the greatest preschool franchises in the world, bringing a wealth of knowledge on age-appropriate toy development and understanding what resonates with young children. During the pitch process, Barry Hughes and his team impressed us with their quick recognition of PeaKeeBoo’s potential. They moved swiftly to secure the partnership, demonstrating their genuine belief in the brand and a proactive approach that epitomises true collaboration. Their guidance on focusing on key aspects of the brand, based on their extensive experience, has been invaluable in our development process.
BM: We’re thrilled to work with Toikido on this project. Our PD team are experts in developing toys for preschoolers, incorporating relevant schemas and play patterns. For PeaKeeBoo, we’re focusing on nature, friendship, and play. We’re eager to show retailers our products.
PeaKeeBoo celebrates nature. Will there be an ‘eco angle’ to any of the toys?
BM: While we won’t create a product with a specific eco focus, sustainability is integral to our range. Our plush and skins are made from recycled bottles, and we use soy inks and paper packaging instead of plastic ties.
WO: Golden Bear’s eco packaging and recycling efforts impressed us. PeaKeeBoo is about discovery through nature and creativity, and we’re committed to sustainability. We have upcoming initiatives and partnerships that we hope to announce soon.
Piñata Smashlings is popular with a slightly older age group. How much of a challenge has it been developing a property for preschoolers?
WO: It’s different but enjoyable. With PeaKeeBoo, we target two demographics: young children and Millennial parents. Pester power is less prevalent in preschool, so we focus on building trust with parents. Sophie Ellis-Bextor’s involvement is key – her warmth and relatability resonate with parents, and she’s gained popularity again. We’re also building a network of mumfluencers and will announce more partnerships soon.
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