Plush toy brand UglyDolls builds out licensing roster ahead of movie launch

UglyDolls, the upcoming animated film franchise led by a master toy line from Hasbro, has bolstered its licensing line up with a swathe of new deals.

Among them, Whitehouse Leisure has joined up to develop a range of amusement plush and novelty products, boosting the brand’s toy partner portfolio ahead of the film’s launch.

Global agent, White Space Entertainment and sub-agent CPLG have brokered an assortment of licensed merchandise deals in Europe.

Further new licensees include Centum Publishing for book formats including movie novelisation and chapter books, Signature Publishing for a one-shot magazine, Spearmark International for lunch ware and Danilo for a range of greetings cards and calendars.

These will all be joined by C&M Licensing who will deliver nightwear and underwear and Roy Lowe who is on board for socks. Further apparel deals are awaiting sign off. 

Rainbow Productions will also be producing the costume characters and managing UK live appearances.

Developed by STX Etnertainment, the UglyDolls brand has also signed Sambro who will lead a launch of sationery items, arts and crafts and bags for the UK and Benelux.

“We have received an amazing response to UglyDolls from both licensees and retailers across Europe,” said Steve Manners, EVP of CPLG. 

“We are working with best-in-class licensees who are developing some exciting product ranges that will bring the UglyDolls characters and the brand message to life.”

Created as a plush toy line by David Horvath and Sun-Min Kim, the UglyDoll brand quickly gained a cult following around the world and was named Toy of the Year by the Toy Industry Association in 2006. 

UglyDoll characters are distinct for their endearing “ugliness” in a wonderful “uglyverse” where differences are celebrated and embraced.

“CPLG’s partnership and expertise in crafting the UglyDolls merchandise program in Europe is unmatched,” said Amy Taylor, EVP of White Space Entertainment. 

“We could not be prouder of the wonderful licensees that have signed on to the brand, and can’t wait to share their wonderful products with the world."

STX Entertainment’s motion picture division STXfilms will release UglyDolls in theatres on May 3, 2019. 

An animated series is also underway with a 26-episode series order from premium streaming service Hulu, and Hasbro joined early on as global master toy licensee.

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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