Wise-Pet
Consumer Products

Saban Brands Israel launches new toyco

Saban's Wise Toys will focus on smart toys for kids, and follows the company's acquisition of the Wise-Pet interactive brand.
January 17, 2017

Saban Brands Israel has launched Wise Toys, a new company focused on smart toys for children.

The company launch correlates to Saban’s recent acquisition of the Wise-Pet brand, which is a plush protector for children’s smartphones and tablets. An app brings the Wise-Pet to life, and all activities stem from mobile devices. The product is currently available at select retailers in Europe, Asia and the Middle East.

On top of representing Wise-Pet, Wise Toys will be revealing new tech-focused product designs and licensing programs in the coming months. And the company is currently in search of character-based licensing opportunities.

Wise-Pet joins a number of other brands in Saban’s portfolio, including licensing juggernauts Power Rangers and Paul Frank.

In addition to its dedication to digital-focused products, Saban also recently announced its IP will be featured in the new IMG Worlds of Legends theme park in Dubai. The branded park is set to open in 2019.

About The Author
Elizabeth Foster is Kidscreen's Senior Writer. Contact Elizabeth at efoster@brunico.com

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