Asobi Toys has been named the UK distributor of the new modelling compound toy, Morph by The Orb Factory.
Morph is a shape-shifting compound that can grow to three times its size and has already been met with vast success in the US, having sold more than 600,000 units since its launch.
The brand has also generated over 1.5 million views on YouTube to date.
David Bottomley, Asobi commercial director, said: “I believe this is the most important product launch in the lifetime of Asobi toys.
“Morph is the most unique modelling compound ever produced and gives us access to a market that has been defined for many years with a huge presence by brands such as Play-Doh and is a sector that is growing rapidly with newer products, like Kinetic Sand.
“It also means we will have a TV advertised toy, which is a genuine first for this company. The potential for Morph at retail is limitless. It is a fantastic product and we are excited and delighted to have it on board.”
Asobi is launching an extensive multi-channel consumer TV advertising campaign to support the Morph launch.