One of the hottest new brands of the year is poised to grow even larger in 2025.
Sky Castle Toys inked a multi-year partnership deal with Jazwares to expand the distribution, brand development, and IP management of Sticki Rolls, the viral collection of wearable, sharable sticker bracelets.
The line, developed by Sky Castle Toys and JMP Creative, was first announced in March and gained momentum with its VidCon debut in June. By the time Sticki Rolls was shown at The Toy Insider’s Sweet Suite event in New York City in July (both The Toy Book and The Toy Insider are published by Adventure Media & Events), the brand had already logged millions of views on TikTok.
Under the new deal, Jazwares will manage Sticki Rolls’ sales and distribution efforts to mass retailers, club stores, and grocers in the U.S.; mass and specialty retailers in Canada; and across all channels of trade in major European markets, including Germany, France, Benelux, Austria, and Switzerland.
Since its debut this year, Sticki Rolls has become a popular fashion statement blending the appeal of Kawaii-inspired stickers with jewelry, and the fun of wearable art. We look forward to working with the Sky Castle team to broaden the Sticki Rolls brand’s distribution reach and brand appeal.”
Over the past six months, Sticki Rolls has grown its social media following to more than 400,000 fans while racking up nearly 300 million views on YouTube. Sticki Rolls secured a coveted slot this holiday season on The Toy Insider’s annual 12 Under $20 list while scoring a nomination for People of Play’s TAGIE Awards. The brand is currently in the running for Collectible of the Year in The Toy Foundation’s 2025 Toy of the Year (TOTY) Awards.
According to Sky Castle Toys, Jazwares’ track record of success with collectible toy brands bodes well for the future.
“Joining forces with Jazwares to supercharge our mass market presence means we can scale the Sticki Rolls brand to reach more retailers and more consumers,” says Josh Loerzel, President of Sky Castle Toys. “This collaboration is a significant step forward in solidifying Sticki Rolls as a global pop culture phenomenon.”
STICKI ROLLS WEARABLE, SHAREABLE BRACELETS
Source: Sky Castle Toys
Sticki Rolls: Source: Sky Castle Toys
Introducing Sticki Rolls, the first-ever wearable, shareable sticker bracelets! No more need for sticker sheets: transform the fun of sticker sharing into fashionable accessories with Sticki Rolls. Each Sticki Band bracelet holds 5 rolls of stickers, each containing 10 unique, Kawaii-themed designs, making it easy to pull, twist, and stick. Two additional MYSTERY REVEAL Sticki…
