Sweet deal for Sambro as toy firm readies squishy Love Hearts, Drumstick and Refresher lines

Sambro International is preparing to launch a new line of squishy toys based on the popular confectionery brand, Swizzles.

The launch is part of a wider licensing deal with the firm that will also see the distribution of new backpacks, purses, bags and more all inspired by the Love Hearts, Drumsticks and Refreshers brands.

Nikki Samuels, licensing director at Sambro, said: “We are delighted to be creating a Swizzels range across multiple categories. We love that the Swizzels brands are instantly recognisable and have a broad appeal.”

Natasha Dyson, managing director at Blond Sheep Licensing, who brokered the deal between Sambro and Swizzels, added: “Sambro is a great partner for Swizzels with their vast experience with licenses, breadth of categories and retail connections.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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