Licensed costume firm Disguise plays for EMEA with MorphCostumes partnership

The international licensed costume and fancy dress specialist, Disguise, has made a strategic play for the European market via a new distribution partnership with MorphCostumes.

The partnership will allow MorphCostumes to sell, distribute and market Disguise’s licensed costumes in EMEA, demonstrating what the pair have called ‘a mutual confidence and recognition of Disguise’s global potential in Europe.’

Under the deal, MorphCostumes will distribute Disguise’s vast portfolio of licensed costumes that includes lines from brands such as LEGO, Nintendo, Minecraft, and Microsoft Halo, as well as additional brands to be announced in the near future.

“We have been actively pursuing our objective of growing our licensed costumes sales in Europe,” said Tara Hefter, Disguise’s executive vice president and general manager. “EMEA is a key part of our overall international growth strategy and MorphCostumes is a strong partner who shares our commitment to quality and customer excellence, while providing expertise in fancy dress up and costumes in Europe.”

This strategic distribution agreement with MorphCostumes represents a significant milestone in Disguise’s efforts to expand its global footprint.

“While we have always been a powerhouse for Halloween in North America, it is our goal to provide costumes globally for incremental dress up occasions like Carnival and World Book Day,” said Hefter.

Gregor Lawson, MorphCostumes co-founder, added: “We are delighted to partner with Disguise and gain the opportunity to distribute their world class portfolio of licensed costumes. It is great recognition of the competitive advantage achieved by our complementary strategies to maximise sales across Amazon, our own websites and retail partners.”

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...

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