The licence covers a range of wheeled toys, from bikes and trikes to cycles and scooters and MV plans to develop product across all three In My Pocket brands, including Puppy, Jungle and Pony.
Created and owned by MEG in the US, the In My Pocket brand is a major collectable toy property and was one of the most successful girls' brands at retail in the UK in 2008. With a target audience of girls aged four to nine, In My Pocket has sold over 20 million individual figures in the UK since its re-launch in December 2005.
Caroline Mickler, brand and licensing consultant for Parthenon, said: “This is the next stage in our plan to extend the licensing range beyond existing toy and confectionery products. MV Sports is renowned as one of the leading kids Wheeled Toys licensees and we look forward to a long and profitable relationship with them.”
Phil Ratcliffe, sales and marketing director at MV Sports added: “The In My Pocket concept has been a major hit right across retail, and it is fantastic that every new wheeled toy we produce will actually include authentic In My Pocket collectables.
“This will create a huge added value purchase incentive and will prove irresistible to the brand’s existing and sizeable fan base. The first range launching is Puppy In My Pocket and we expect to be in store this summer.”