Odo | Source: Wow! Stuff/Bulldog Licensing

Wow! Stuff inked a deal with Bulldog Licensing to serve as the global master toy partner for the new preschool series, Odo.

The series about a camp of colorful animals led by the titular owl focuses on teaching kids self-efficacy and to believe in themselves while combating the rise in childhood anxiety and depression levels.

Under the deal, Wow! Stuff will produce an extensive range of toys, including action figures and accessories, playsets, plush, dolls, track sets, construction toys, and bath toys.

“We were pitching against some of the biggest toy companies for Odo,” says Kenny McAndrew, director of licensing at Wow! Stuff. “Everything Odo stands for resonates and aligns with our own values, we wanted this with all our hearts — and I think that showed through in our pitch. Odo is unique. Odo the owl is gender-neutral, the themes are ground-breaking, and the series is grounded on social justice. And it’s very, very funny.”

Related: Is this the End of the Master Toy Licensee?

Odo was created by Sixteen South Originals and co-produced with Letko. The series currently airs daily on Milkshake in the UK and will soon come to the U.S. on HBO Max. The series has already been sold in nearly 130 countries.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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