Source: Canspan BMG/The Toy Book

The company behind the smash hit Go Pop! and Pop It! brands has a new public relations partner.

FoxMind Group Ltd inked a deal with Canspan BMG Inc. under which Canspan will provide influencer marketing and editorial support to the company in addition to traditional PR services.

In 2013, FoxMind launched Last Mouse Lost/Last One Lost, the product that would kick off the “pop” fidget craze and eventually be rebranded as Go Pop! and Pop It!

“The Canspan team deeply understands the toy and games industry and how to best communicate FoxMind’s message to consumers, social media influencers, and retailers of all sizes,” says FoxMind CEO David Capon. “FoxMind’s explosive growth calls for a dedicated, responsive team to be there at all times to respond to the tremendous media interest and to clearly convey the uniqueness of our company and its products — Canspan was a natural choice.”

RELATED: David Capon of FoxMind Games Talks Pop-It! on the ‘Power Kid Podcast’

“FoxMind is a company whose award-winning toys and games encourage people of all ages to learn and grow through the magic of play,” says Canspan BMG President Jamie Berman. “We are extremely proud to partner with the FoxMind team to reach as many developing minds as possible with their focus on ‘smarter play,’ and to help them tell the unique stories behind each of their innovative products.”

FoxMind — which creates and distributes a wide range of toys and games that are rooted in STEM-related play — joins a growing lineup of international toy and game clients for Canspan BMG.