Underground Toys signs Sonic and Worms

Core plush business to expand with gaming brands; Doctor Who line to launch.
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Underground Toys has agreed new soft toy licences for Sonic the Hedgehog and Worms.

At the Licensing Awards 2011, the company’s Star Wars Talking Plush range won Best Licensed Toy or Game.

After the ceremony Andrew Oddie, managing director at Underground Toys, told ToyNews that the firm’s next move would be to build its plush range with Sega and Team 17 licences.

In addition, the company is also preparing to launch its Doctor Who talking plush collection.

Oddie said: “Star Wars and Doctor Who appeal to several different consumer age levels and types and I think that is why they are successful for us generally. The same is true of the other licences we are looking at.”

The Star Wars range is currently sold by a wide range of retailers, from supermarkets like Tesco and Asda to specialists like HMV and the gaming chain GAME, where the plush toys can be found at the point of sale.

Oddie expects the forthcoming Sonic and Worms lines to have the same broad appeal at retail.

He said: “If you pick the right properties you can operate in more markets. Shelf space is key and our products connect with a high percentage of different shoppers, not just children.”

When asked why the Star Wars Talking Plush triumphed over the other contenders at the Awards, Oddie said: “We’ve stylised them in a way that gives them a broad appeal. A straight plush interpretation of a Star Wars character would not necessarily work.”

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