Feisty Pets eyes move into gifts, accessories and clothing ahead of Jazwares’ toy launch in UK

Surge Licensing is looking to capitalise on the growing momentum for Feisty Pets with an extended merchandising programme for the popular toy brand that will span clothing, accessories, gifting and back to school.

The licensing company has begun to put plans in place for the consumer products programme just as the new Feisty Pets toy line from Jazwares prepares to land at UK retail. It has already been placed with the likes of Smyths, Tesco, Asda and Sainsbury’s.

It is also combined with the launch of Scholastic’s Feisty Pets book publishing programme.

Looking now to build out a complementing merchandising programme here in the UK, the licensing efforts will be headed up Caroline Mickler, acting as sub agent for the toy brand.

“2018 was a terrific launch year with Jazwares in the UK,” said Surge VP, Elan Freedman. “In 2019, with every retailer leaning in to the toy programme and our book series launching, there’s no better time for Caroline to work hr magic and scale the experience offering to our fans.”

This is not the first time that both Surge and Caroline Mickler have collaborated. Mickler has previously worked with Surge in the UK for the Ninja Turtles in the ‘90s and 2000s.

“With the retail success of Jazwares’ Feisty Pets range and with Scholastic and Rubies Costumes already in place, the UK market is well set to capitalise further on the growing appetite for Feisty Pets products,” said Mickler. 

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both 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...

Check Also

Mattel launches Masters of the Universe: Revelation soundtrack as series debuts on Netflix

Mattel has partnered with Warner Music Group’s Arts Music division to detail the launch of …