UK-based toymaker Toikido is heading down under as the master toy partner for Netflix’s animated film Back to the Outback. Its global consumer products program for the comedy-adventure pic will include action figures and plush.
Set to hit the streamer this fall, Back to the Outback tags along with a scrappy group of Australia’s most dangerous creatures as they escape the zoo’s reptile house and journey to return to the wild. Characters include a poisonous snake with a heart of gold, a lovelorn hairy spider and a sensitive scorpion.
The movie plays into Netflix’s plans to release six animated films annually. And its focus on consumer products right out of the gate is a rarity for the streamer.
Netflix appointed Josh Simon as VP of consumer products last year, but it isn’t known for mounting significant L&M programs. In 2019, researcher KidsKnowBest found that less than 1% of families with kids ages seven and under had purchased a product related to a Netflix original series. But recently, the SVOD appears to be making this more of a priority—Mattel just signed on to create a doll and plush line inspired by Netflix’s upcoming animated musical Over the Moon.
Last month, Toikido inked a global master toy deal with the studio behind popular video game Among Us. This consumer products program will include collectibles, figures, plush, playsets and RC. Both partnerships come just months after the toyco’s launch in September 2020. Toikido was founded by Darran Garnham, former VP of international consumer products in EMEA for Universal Pictures.