Zuru’s Rainbocorns strengthens EMEA licensing presence

Riverside Brands secures raft of key partnerships across a range of categories.

Following a successful start to the year, Riverside Brands has confirmed a number of new partnerships for Zuru’s Rainbocorns property. The popular mystery surprise plush – which features reversible sequin hearts that hide a special surprise – have been a huge hit with girls aged three to seven since their 2018 arrival. In addition, the brand has also picked up UK and Australian Plush Toy of the Year accolades, as well as winning the People’s Choice Award at the Toy Industry Association’s 2020 Toy of the Year Awards.

New partners to the licensing programme cover apparel, accessories, arts and craft, novelty toy collectables, magazines, back to school, puzzles, greeting cards and wrap in a variety of EMEA territories.

Licensees coming on board include Fashion UK/Global Licensing, Roy Lowe & Sons, Sambro, Sinco Creations, Redan Publishing, Kids First Group, W&O and Danilo. More partners are due to be announced across other key categories shortly.

“We’re thrilled that the brand’s ethos of all things magical and quirky has really transcended the toy category,” said Aneisha Vieira, global brand director at Zuru. “We’re excited to work with partners who share our vision for Rainbocorns and are bringing the brand to life in so many different spaces.”

Ashley Holman, md of Riverside Brands, added: “We are excited to be working with such great partners on Zuru Rainbocorns. The product looks fantastic and is launching in-store from spring onwards, so we look forward to seeing kids everywhere enjoying the wider Rainbocorns offer.”

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Ashley Holman launches Riverside Brands

Former Nickelodeon senior director unveils own venture; secures new IP from ZURU.

Ashley Holman has opened the doors of his own agency, Riverside Brands. Ashley – formerly senior director, category sales and business development at Nickelodeon – is aiming to offer a ‘dynamic approach’ to bringing brands to the UK and EMEA marketplace via three distinct divisions covering licensing, distribution and media. To kick start his new venture, Ashley – who spent 12 years in the consumer products team at Nickelodeon – has secured the UK and EMEA outbound licensing representation rights for ZURU Rainbocorns, the new IP from toy and CP company, ZURU. The brand combines a number of hot toy trends including surprise unboxing, unicorns and sequins into plush pets. “After over a decade working with some of the best brands in the world, with some of the best people in the industry, the time was right for me to use this experience to set up a flexible agency which aims to provide a host of bespoke solutions for those looking to take their brands and products to market in the UK and beyond,” Ashley explained. “I’m excited to have the opportunity to kick start the agency with ZURU Rainbocorns and will be announcing a number of exciting partnerships shortly, as well as looking forward to welcoming many more to the Riverside Brands collection as we grow.” Ashley continued: “ZURU Rainbocorns is a global hit at retail already and is supported by an animated webisode series on YouTube and a huge international marketing campaign. There is wide scope to extend the brand into complementary categories at retail, playing on its core strengths with a fashion forward style – it will be a sure hit for girls all over EMEA.”

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