PlayMonster is bolstering its portfolio and has acquired the worldwide license for Wonder Crew Dolls.
The toy line, which is designed to empower boys to connect through friendship and imagination, turns the table on gender stereotypes and toys.
“We are thrilled to bring Wonder Crew into the PlayMonster portfolio,” said Bob Wann, chief PlayMonster at PlayMonster LLC.
“We know from consumer research that boys ages two to five are already playing with dolls, yet there is a distinct hole in the marketplace for them.
“We believe it’s the perfect time to introduce this important toy line to mass market as big retailers and our industry are together breaking down gender stereotypes to help boys develop their emotional maturity including compassion and kindness.”
As part of the new deal, PlayMonster’s line will hit shelves early 2017, which includes four buddies of different races each wearing Superhero gear, and are packaged complete with a matching cape and mask for kids.
Additional Adventure Packs including builder, explorer and snuggler themes will be sold separately.
Wider added: “PlayMonster’s full commitment to the brand, combined with the company’s resources and our shared values, promises to deliver amazing adventures.”