Intelex Group is continuing with its international expansion drive, teaming up with Wiz in Japan to distribute its products.
The firm has seen growing demand for its heatable plush toys including licensed ranges like YooHoo and Bagpuss, as well as its own-brands like Hooty and Warmies.
Wiz is probably best known for its involvement with Tamagotchi in the 1990s, and Intelex believes that it will be a good match for its business in the Asian markets.
In addition, Intelex has also restructured operations in the US, with the aim of meeting the increasing demand for heatable soft toys in the territory.
Both Asia and America represent significant market opportunities for Intelex, and the firm is confident that it is well placed to introduce its expanding range of microwavable plush toys to an international audience.