Wow Stuff signs top licences

Wants to grow its toy lines with more brands following Angry Birds Air Swimmers.
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Innovative toy supplier Wow Stuff has signed more licences for 2013 than it has in the past five years.

The company’s Angry Birds Air Swimmers launch on November 10th and the firm wants to follow this up with more top licences for its popular floating toy range.

Wow Stuff’s president and CEO Richard North told ToyNews: “[Angry Birds Air Swimmers] will pave the way for more licences. The response has been enormous.

“We know Air Swimmers is so successful, though if we add a licensed brand to it, how can it increase sales further? But it is going to. We’ve signed up licences for May/June 2013.

“We’ve done more licences as a business for 2013 than we have in the past five years.”

North (above) said the strategy for Wow Stuff is to sign up the number one, two or three licences in certain categories. He was speaking to ToyNews moments after signing ‘a very big licence’.

North also hinted at returning to next year’s Brand Licensing Europe show as an exhibitor.

“If Combat Creatures and Attacknids battling robots keep growing, it will become a licensed brand for sure,” he added.

However, North made the point that some licensors should be more flexible.

“The digital age has changed the scenery, and those at the top now may well suffer if they don’t embrace the changes that are going on in front of them,” he commented.

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