Tween brand Tiniez grows with new licensing deals

With master toy partner Jazwares on-board, new brand Tiniez aims to capitalize on the power of collectibles.
June 17, 2016

Richmond Management Group (RMG) has signed new licensing partners for Tiniez, its new lifestyle brand for tween girls that features more than 100 unique characters, each with their own aspiration and story.

Social media feedback from Tiniez fans will shape the direction of the brand, as character designs, products and productions will all be affected by fan input.

A Tiniez YouTube series is launching this summer and will feature DIY videos and tutorials. The series will launch with support from kids social content app PopJam, a wholly owned platform of kids digital media platform SuperAwesome.


In terms of licensing, Jazwares has been appointed the master toy partner for Tiniez and will be developing collectibles and plush. For its part, Jazwares made moves into collectibles earlier this year with its Chuggington range.

Kandy Kiss is developing a 30-40 piece Tiniez apparel collection that includes fashion tops, hoodies, leggings, skirts, rompers and dresses. Palamon Costumes—a division of Li & Fung—will be introducing costumes inspired by a select group of Tiniez characters chosen by fans.

The toys and apparel will launch in 2017. Beginning in 2018, home décor from Jay Franco & Sons that includes bedding, bath and beach products will also debut.

Tiniez is designed to appeal to the same tween girl market that Genius Brands International is courting with its new SpacePOP brand, and its release also speaks to the growing demand for tradability and collectability .

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