Universal Partnerships & Licensing is now repping the Uglydoll brand, and planning a digital presence for the IP with the launch of new interactive and wireless content that includes apps, games, widgets and virtual goods.
The digitization of the brand is timed with the current production of a feature film based on the unconventionally cute characters. The film is in development at Universal Pictures’ Illumination Entertainment, the studio behind such blockbusters as Despicable Me and Hop.
Universal says its goal is to find digital creative partners.
Currently, Uglydoll-branded toys, books, apparel and other licensed goods are sold to retailers worldwide. The brand was launched in 2002 by Pretty Ugly, which has offices in LA and Edison, New Jersey.