Toronto-based Guru Studio has appointed Bandai UK as its UK distributor for a toy line inspired by its animated series True and the Rainbow Kingdom.
The preschool series revolves around the titular True and her companion Bartleby the Cat, both of whom are featured consistently throughout the toy line. Guru Studio previously partnered with United Smile to distribute the toy line to international markets including in Israel, the Philippines, and Australia.
In the U.K., True and the Rainbow Kingdom currently ranks as the third most-watched show on TinyPop, a free-to-air kids’ channel. All four seasons of the show are on Netflix, and its Youtube channel is nearing 1 billion views. Licensing agency Brand-Ward has been handling licensing and merchandising, bringing on licensees including Fashion UK, Aykroyds, Roy Lowe, Imagine8, Smiffys, and Warner Music Group.
The toy line features a collection of figures, plushes, dolls, playsets, and vehicles, and is set to launch in the U.K. this fall.
