New partners for Smooshy Mushy

Lisle Licensing brokers deals for Europe

Written by Mairaed Willmot

Posted 04.09.2018

New partners for Smooshy Mushy thumbnail

Lisle Licensing the EMEA master agent for Olo Industries and its partnership with Redwood Ventures has signed up several new licensees for Smooshy Mushy including:

  • Aykroyds & sons and TDP who will be launching a range of nightwear, underwear and swimwear. 
  •  IG Designs have signed up for greetings, gift-wrap and paper arts and crafts. 
  • Bluesky Designs will be developing a unique range of stationery, bags and lunch wear. 
  • Bandai will be extending its line to include an arts and craft line. 
  • Bioworld International will be running a range of daywear both in the UK and France/Belgium. 
  • Roy Lowe & Sons will launch a range of fabulous socks.  

Further licensees will be announced at a later stage.

This announcement is in addition to the May 14th announcement made in conjunction with Olo Industries and North American licensing agent Evolution USA.

Shelly Owen founder and owner of Olo Industries said: “We have a very strong online community with our huge #Smooshy Squad. The brand has really evolved into a fully dimensional kids global brand and we’re super excited to see the Smooshy Mushy™ story unfold across all of these categories.”

In addition to a robust and highly sort after branded licensing programme, Olo Industries and Redwood Ventures will be supporting the brand expansion of Smooshy Mushy with short form animation in conjunction with Wild Brain.

Francesca Lisle of Lisle Licensing commented: “We are delighted with how the L&M programme has started for Smooshy Mushy. The Squishy craze has taken the toy market by storm and Smooshy Mushy truly develops that play pattern with it’s strong themes continuing to develop the brand throughout the year and allowing children to dive further into the brand. Both of these elements ensures Smooshy Mushy can develop into extended product categories providing innovation & adding the squishy craze outside of toys!”

For more information about Smooshy Mushy visit the Licensing stand at BLE No. M40 at Olympia, London 9 – 11 October ’18.


Spirit Riding Free gallops into Mattel portfolio thumbnail

Spirit Riding Free gallops into Mattel portfolio

New toy range strengthens partnership with Universal Brand Development

Licensing International to conduct first industry diversity study thumbnail

Licensing International to conduct first industry diversity study

Global study aims to understand current level of diversity in the licensing industry and use findings to grow talent pool ...

WBCP opens new Poland office thumbnail

WBCP opens new Poland office

Warsaw outpost joins network of European offices and will be headed by Dorota Pawlowska as the region’s Director of Licensing ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year