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Highlights | Licensees Focus

ASPIRE CLEANS UP WITH KÄRCHER X SMOBY TOYS DEAL

21 Sep - 2022

ASPIRE, the dedicated Corporate & Lifestyle division of WildBrain CPLG, has secured a deal with the Simba Dickie Group’s Smoby Toys for a master role-play toy range based on the established cleaning-technology brand Kärcher.

Brokered by WildBrain CPLG’s German office on behalf of Alfred Kärcher SE & Co. KG, the partnership will see Smoby Toys create a role-play toy range based on the design of original indoor and outdoor Kärcher products.

The extensive line will feature toys inspired by products from Kärcher, including a pressure washer, a window cleaner and a handled cleaner, targeted at key toy and DIY retailers across Europe, with the first range of products expected to launch from 2023.

Victoria Whellans, Commercial Director at ASPIRE, said: “As we extend the Kärcher brand into complementary product areas that reflect the company’s values, this new partnership with Smoby Toys will provide an exciting opportunity for younger fans to be introduced to the world of Kärcher through engaging role play products. Kärcher and Smoby Toys share an ethos of creating innovative and high-quality products, and we look forward to presenting this creative toy range to potential retail partners at BLE.

Bernard Russac, Marketing & Communications Manager at Smoby Toys SAS, added: “Kärcher is undoubtedly a strong, trusted and valued brand, with wide international recognition. We’re therefore very excited to partner with Kärcher and create a range of realistic role-play toys that are inspired by some of the company’s most iconic products.

Kärcher is an established and market-leading manufacturer of home and professional cleaning equipment, recognised for innovative products including pressure washers, window vacuum cleaners, hard floor cleaners and more. The German company is family-owned and operates worldwide, with its products sold by over 150 companies across 78 countries.

ASPIRE represents Kärcher across Europe and is developing a licensing programme targeting adults and kids across further categories including workwear, storage and promotions.

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