Surge Licensing to build out Feisty Pets licensing programme

The company has already signed Rubie's to develop a special Feisty Pets Halloween costume line.
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Surge Licensing has secured the sole global licensing rights for the plush toy sensation, Feisty Pets.

Under a new agreement with William Mark Corporation, the firm will look to develop both the licensing and entertainment initiatives for the popular toy line.

Feisty Pets is a line of dual personality plush pets that at first glance appear adorable, but following a soft squeeze turn into fang-bearing scary feisty pets.

Feisty Pets have grown into a media and toy sensation with millions of fans posting their playfully scary Feisty Films across social media with the likes of Vicky Vicious, Princess Potty Mouth, Sammy Sucker-punch, Karl the Snarl and dozens more.

Within six months of the toy launch, WMC has sold over one million Feisty Pets toy characters, being named Buzzfeed’s 2016 Toy of the Year, Amazon’s Best Selling plush toy for Christmas 2016 as well as its best selling plush toy on Cyber Monday 2016.

“The way Feisty Pets have been received on social media, especially YouTube and Instagram, is nothing short of phenomenal,” said Matt Forti, creator of Feisty Pets.

“The user-generated content is already through the roof, showing that our fans are truly engaging with our brand.”

Elan Freedman, VP of Surge Licensing, added: “Feisty Pets is proving to be the toy IP model of the future.

“WMC created a completely novel and fun play experience through physical product with unique emotional features that lend themselves to digital content creation that span social media platforms that are driving fan engagement.

“The Feisty Pets success is truly remarkable and Surge looks forward to building out an exciting licensing and entertainment campaign in the coming months.”

Surge plans to follow up and support the plush toy programme with content programming and lifestyle-based consumer products and publishing tie-ins that capture the unique Festy Pets fan experience.


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