Bush Baby World heads stateside with Moose Toys and Brandgenuity

Robert Hutchins

By Robert Hutchins

January 10th 2018 at 2:32PM
UPDATED January 10th 2018 at 2:35PM
Bush Baby World heads stateside with Moose Toys and Brandgenuity

The master toy line will launch in spring 2018 under the name Fur Babies World for the US and Canada.

Bush Baby World is heading stateside thanks to the efforts of Moose Toys and the licensing agency Brandgenuity.

The brand has already achieved great success in the UK through its toy line with golden Bear and YouTube series, making the US move – where it will marketed as Fur Babies World – an exciting development for the brand’s owners.

“We are blown away by how this brand has taken off in the UK,” said Martin Lowde, managing director of Brands with Influence.

“Now, with Brandgenuity as our licensing agency and Moose Toys as our distribution partner in North America, we are guaranteed to succeed.”

Rebranded for the US market, Moose Toys will launch the Fur Babies World master toy line in spring 2018 chainwide at Walmart, followed by a broader rollout to other retailers.

A CG animated YouTube series tells the story of the characters who protect the Dream Tree, ensuring the magical world they inhabit is kept in balance and that children enjoy dream-filled sleep.

“This brand has all the ingredients necessary for licensing success,” added Jay Asher, managing director at Brandgenuity.

“Adorable characters, great stories and true collectability, not to mention the brand has a new animated series full of comedy and sass. Put these elements together, and we have a runaway hit and a great licensing opportunity.”

Brandgenuity plans to build a robust licensing programme targeted at girls aged four to 10 and will extend the brand into categories including apparel and accessories, publishing, back to school, home and more.