Source: PMI/The Toy Book

PMI Ltd. inked a deal with UK-based game maker PikyKwiky to launch the family card game series Matchify around the world. Big Picture Licensing brokered the deal.

PMI will take the reins to bring Matchify to market globally while collaborating with PikyKwiky to develop new games.

“Matchify has such great potential to become a global brand for families and kids with its unique play-pattern,” says Omer Dekel, vice president, international sales, PMI Ltd. “We are excited to help elevate the Matchify brand to where it deserves to be and expanding it with new iterations including new co-branded licensed themes.”

Dekel says that PMI will quickly plug this into the company’s existing distribution network alongside a growing portfolio of toys and games inspired by licensed hits such as Harry Potter, Peppa Pig, PAW Patrol, Fortnite, and more.

Related: Talkin’ Toys — PMI Brings Its Licensed Toys to the U.S.

In Matchify, families enjoy fast-paced gameplay that combines cognitive and educational play-patterns as they work to identify links and associations between different objects and symbols.

At launch, Matchify is available in five different themes: Original, Made-Of, Travel, Professions, and Type-Of. Five additional themes are currently in development for launch next year.

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.