Australian licensing company, Merchantwise, has been appointed as a sub-agent to represent Fingerlings in Australia and New Zealand.


The WowWee toy has been a hit globally, selling over 10 million units and bagging Toy of the Year and Collectible of the Year at this year's Toy Association awards in New York.


In Australia, Hunter Products is the master toy distributor for WowWee, while MJM distributes the Cardinal licensed puzzles and games for the brand. DK Publishing, the master publishing partner, will also release new titles for the Fingerlings brand across Australia and NZ.


Merchantwise managing director, Alan Schauder, says that Merchantwise will focus on expanding the Fingerlings brand in Australia and NZ.


"We are delighted to be named the ANZ sub-agent for Fingerlings on behalf of Striker [Entertainment]. Internationally, there are already more than 30 great licensees already in place.


"Our focus will be to develop strong local partnerships in categories such as apparel and accessories, back to school, stationery, confectionery and live entertainment to complement the great toy and publishing ranges.”


The deal was announced 03 August.

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