Spin Master, Hasbro and WowWee have all signed with the YouTube sensation Baby Shark to release a raft of themed toys this year.
A Baby Shark Fingerling and a range of Baby Shark Play Doh will lead the line-up of toys, games and puzzles based on the property that rocketed to popularity last year when its YouTube video hit 2.4 billion views.
These toy companies will lead a licensing programme that will span kids clothing and accessories as brand owners Pinkfong look to bed in an "entertainment property that will carry on for generations."
Surrounding the licensing programme – being built on the video that became the 18th most watched video in YouTube history last year – are a number of major UK partners.
These include Fashion UK for daywear and outerwear, Aykroyd & Sons/TDP Textiles for nightwear, underwear and swimwear, Character World for bed and bath and William Lamb for bags and footwear.
The roster continues with Roy Lowe & Sons for socks, Corsair Toiletries for health and beauty, Centum for books, Danilo for greetings cards, gift wrap and calendars, OTL Technologies for headphones and SGA Productions for live events.
In 2018, Pinkfong took the success of its digital content into retail. Sony Music’s Baby Shark CD album became a bestseller in the UK. Baby Shark toys launched through Amazon and Walmart in the US and The Entertainer in the UK were sold out within days.
Baby Shark Play-Doh and Baby Shark Fingerlings were announced at this year’s New York Toy Fair.
Pinkfong plans to booster engagement with the brand through new content including Baby Shark books, Alexa Skills, digital shorts, mini shows, theatricals, special films and animated series.
“Baby Shark has captured the hearts of many and its popularity continues to grow every day,” said Marina Lee, Pinkfong’s VP of global consumer products.
“We are thrilled to welcome such an exceptional group of licensees who share our vision for the brand. Together, we will build an entertainment brand that will be enjoyed by generations to come.”