Sambro has lifted the lid on its first in-house developed IP, a new brand for the arts and crafts market called Scribble Town.
The launch marks a first in the firm's history who until now has been renowned for its portfolio of licensed products.
A project that has been 12 months in the making, Scribble Town is an original concept that targets pre-schoolers aged three to five with a unique play system that allows them to create and play at the same time.
Sambro will release multiple products under the Scribble Town brand, each designed to bring all aspects of the arts and craft category to the target audience.
The range will also encourage the development of fine motor skills and hand-eye coordination as well as expand a child's imagination and creativity. The extended play possibilities coincide with the current consumer shift as parents seek creative products for their children.
"We are immensely proud and excited to finally speak to the trade about Scribble Town," said Grant Gie, commercial director at Sambro.
"While our business will always remain focused on licensed toys and games and our partnerships, it is imperative for us to improve our future growth plans and increase our equity with our own intellectual properties and play systems.
"Scribble Town is the first of a number of IPs in development from Sambro with more being released over the coming two years, leveraging our leading position within the arts and crafts category."
Scribble Town will launch globally this autumn/winter and will be supported with a heavyweight marketing campaign.
The brand will also be extending its storytelling into publishing and digital.