At Toy Fair New York, ZURU revealed plans to build out its Rainbocorns brand through a number of strategic licensing deals coordinated by Brand Fresh Management. Under the newly inked deals, Rainbocorns will make their way into apparel, sleepwear, stationery, accessories, and more.

“The surprise factor, collectibility and soft plush play of Rainbocorns have appealed to kids from the get-go,” says Aneisha Vieira, global brand director, ZURU.

Licensees for North America include master apparel partner Jerry Leigh; Bendon (coloring books, activity sets); Inkology (stationery, journals, diaries, pens); Sinco (watches, hair accessories, bracelets, and charms); Infinity Product Group (Comfy Critter Combo Blanket);  Danawares (hydration, placemats, lunch bags, camp chairs, puzzles, jewelry boxes); and Montco Crafts for Pop Outz activity sets.

ZURU’s Rainbocorns Sequin Surprise series two won the People’s Choice Award at the Toy Association’s 2020 Toy of the Year (TOTY) Awards last Friday.

Brand Fresh Management’s Janice Ross was recently appointed president of Women in Toys, Licensing & Entertainment (WIT).

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.

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