YuMe Toys grows European reach as Maxx Marketing appoints two new distributors

YuMe Toys, the name behind products such as the Harry Potter Real Talking Sorting Hat, is growing its reach across Europe thanks to a series of new distribution deals.

The toy brand owner, Maxx Marketing has appointed two new European distributors for the range in the form of TF1 Games/Dujardin and PBM Express BV. Both have signed multi-year agreements to localise the full YuMe product lines.

Both companies will distribute product to mass, specialty and online retailers across the French, Belgium, Dutch and German markets from June this year, significantly expanding Maxx Marketing’s YuMe Toys brand across the region.

“Partnering with both TF1 Games/Dujardin and PBM Express BV presents an amazing opportunity to bring the magic of YuMe and the Harry Potter Real Talking Sorting Hat to even more fans,” said Michael Kwan, CEO Maxx Marketing.

“As a company, we aim to bring joy and fun to people all over the world with our toys. These new partnerships will allow us to expand our presence and reach a whole new audience in markets that were previously untapped.”

The Harry Potter Real Talking Sorting Hat has found success in the UK and American markets since its launch last year, having scooped wins in the Licensed Toy Award categories and a Bloggers Choice Award by BlogOn.

“Maxx Marketing’s strength lie in its ability to create products that speak to customers not only in the licenses they carry but also in their high quality,” said Corinne Derudder, managing director, TF1 Games/Dujardin.

Jan Pieter Ellerbroek, owner, PBM Express BV, concluded: “The licenses carried by the YuMe line have devoted fans all over the world. In partnership with Maxx Marketing to distribute their line, we have the privilege of bringing those sought-after products to the market and satisfying the dreams of those fans.” 

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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