New Gummy Bears-licensed toys and plush items are coming from MMG Brands, the official, exclusive licensee. The company will also release apparel, footwear, entertainment, food, jewelry, and housewares based on Gummy Bears.

Known in the toy industry for its super-soft Moosh-Moosh plush line, MMG will debut initial styles of its all-new plush Gummy Bear line at Toy Fair New York (TFNY) this weekend.

“We’ve shown a sneak preview to a handful of retailers and they all are on board with the new brand and are placing orders,” says Sean Price, executive vice president and chief marketing officer for MMG Brands.

MMG Brands also says that it will donate 2% of all Gummy Bear sales to charities. The company says it plans to make donations to charities based on the personalities of the characters introduced. For example, the proceeds from the sale of a firefighter bear will be earmarked to benefit firefighters or burn victims. The Gummy Bear line will feature a bear to benefit autism groups, a “save the turtles” bear, and many more.

“We think retailer and consumer interest in officially licensed Gummy Bears product will be very strong, based on early feedback,” Price says.

MMG Brands will showcase its product range in booth No. 2971 at TFNY, taking place from Feb. 22-25 at the Jacob K. Javits Convention Center. 

Click here to view the Toy Book’s full coverage of Toy Fair New York.