Jazwares Signs On as Feisty Pets Master Toy

Surge Licensing has also revealed that the brand will spontaneously retire several characters, while others will be limited edition characters.

NORTH AMERICA–The William Mark Corporation has appointed Jazwares to serve as the global master toy partner for its entertainment brand Feisty Pets.

Surge Licensing, William Mark Corporation’s licensing agency and entertainment manager, brokered the deal.

The brand, which already boasts a line of interactive plush, will be extended into a variety of toy categories; however, further details have not been disclosed.

"Feisty Pets is one of the hottest crazes happening in toys right now,” says Laura Zebersky, chief commercial officer, Jazwares. “We are so excited to be part of this phenomenon and can't wait to create 360-degree experiences worldwide.”

Feisty Pets originally debuted in 2016 and quickly became a social media phenomenon. In May 2017, the brand launched a number of shorts on YouTube.

"While Jazwares helps Feisty Pets make a home at retail worldwide, fans should be prepared for some characters to be spontaneously retired while others may debut as limited edition characters,” says Elan Freedman, vice president, Surge Licensing. “The toy range will be available in every store and on every e-commerce platform imaginable.”

Zebersky will also be on-site at the NYC Licensing Summit Feb. 20, participating in the panel “The Little Toy Companies that Could: How Boutique Toy Brands are Taking Over the Sandbox.” She and her fellow panelists will discuss how their companaies are successfully tapping into the zeitgeist to create brands that kids want. For more information, or to register, click here.

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