Earthbound Brands is expanding the reach of Mystery Squishy Dumplings after being named the exclusive licensing agency for RMS’ fast-growing collectible brand.
“Few brands capture this level of consumer excitement as quickly as Mystery Squishy Dumplings has,” explains Jeff Cohen, co-founder and CEO of Earthbound Brands.
The partnership will transform the social media sensation into a broader lifestyle brand through a global licensing program spanning toys and games, apparel, accessories, home goods, food, and additional consumer product categories. Earthbound will also pursue opportunities in entertainment, publishing, and other strategic brand extensions.
Mystery Squishy Dumplings has gained worldwide popularity through viral unboxing videos, limited-edition releases, and an expanding cast of collectible characters. According to RMS, the brand has generated billions of social media views and sold more than 40 million units globally.
“The brand has built an incredibly passionate fanbase,” Cohen adds. “We’re excited to build on that momentum through new products that give fans even more ways to engage with the characters they love.”
Developed by RMS, the collectible line is available at major retailers including Five Below, Target, Walmart, and Amazon.
The agreement marks the latest step in the brand’s evolution from a viral toy craze to a long-term franchise as Earthbound Brands looks to expand Mystery Squishy Dumplings beyond the toy aisle into new categories and experiences.
Learn more at earthboundbrands.com and rms-usa.com.
MYSTERY SQUISHY DUMPLINGS
These viral squishy dumplings are available in a variety of colors and textures. The mystery packaging looks like a dumpling steamer, leading to a nationwide chase for the highly desired golden dumpling.
