HTI has signed a multi-year licensing deal with Electrolux Global Brand Licensing to launch a range of Zanussi-branded children’s role-play toys.
The 12-strong range, which is being launched in the UK through an exclusive six-month agreement with Tesco later this year, includes a washing machine, fridge, cooker, microwave oven and fold-away kitchen, as well as small domestic appliances such as a toaster, kettle, iron and vacuum cleaner.
Designed by HTI’s in-house team, the range will be shipped in August to hit retailers’ shelves in time for the Christmas sales period.
The new licence covers the whole of Europe, Eastern Europe, Middle East, Australia and South Africa.
John Hutt, chief executive officer of HTI, said: “Zanussi is another high profile brand to add to our portfolio and helps us further consolidate our position as the market-leader in role-play toys.
“In addition to an exclusive agreement with Tesco’s retail, mail order and online channels, we’re already in discussions with multiple retailers across Europe, Australia and South Africa.”
He added: “Thanks to the enduring appeal of role-play as a form of children’s play, this remains one of the toy market’s fastest-growing categories. It is proven to help pre-school and school-age children develop important creativity and communication skills.”