Guru names master toy partner for Netflix toon

Toy State has been tapped as master toy licensee for Guru Studio's new preschool series True and the Rainbow Kingdom.
August 21, 2017

Toronto, Canada–based Guru Studio has tapped Toy State as master toy licensee for its Netflix Original preschool series True and the Rainbow Kingdom. The agreement was brokered by licensing agency Brand Central.

The Norwood, Massachusetts-based toyco’s product line will feature figures, role play, plush, playsets and dolls, and will see Toy State expand into new product categories. The first wave of branded items is set to hit shelves in fall 2018.

True and the Rainbow Kingdom premiered globally on Netflix on August 11. The show follows eight-year-old True and her best friend Bartleby the cat as they work to help the whimsical citizens of Rainbow City.

The series is produced by Guru Studio in collaboration with Pharrell Williams’ label, i Am Other, as well as the fine art collective FriendsWithYou and animation studio Home Plate Entertainment. Production on the show’s second season is currently underway and will launch in 2018.

Earlier this year, Toy State partnered with Disney to develop products based on Marvel Comics superheroes. The company’s debut offerings—set to hit US retail this fall—will feature motorized vehicles with realistic sounds and lights, as well as all-terrain vehicles.

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