ZURU to take over global toy rights for Fuggler

The company will gain control of the ugly plush brand from Addo Play this fall, and plans to unveil an all-new product range to retail and licensing partners at next year's toy previews.
May 17, 2024

Spin Master’s Fuggler plush brand is about to start a new chapter. IP manager Libertas Brands has inked a deal that will see the property’s toy rights shift from UK-based Addo Play to ZURU in the fall. 

When this transition happens, ZURU plans to spend a few months working on a new plush collection that it will showcase to potential retailers and licensing partners during the 2025 spring/summer toy previews. It also intends to use its expansive distribution network to elevate the brand and extend the global reach of the existing product range in new territories. 

Fuggler’s current distribution partner, ToyMonster International, has landed shelf space for the ugly plush dolls at retailers including Toys ‘R’ Us (Canada), Walmart (US), Kmart (Australia) and Tesco (UK). 

Addo acquired the Fuggler toy rights from Spin Master back in 2021 and has since launched more than 200 original plush characters, including the brand’s first-ever co-branded collabs for Teenage Mutant Ninja Turtles (pictured) and SpongeBob SquarePants with Paramount last year. Moving forward without Fuggler in its portfolio, the toyco will look for new licensing opportunities in the market and refocus on its core line of preschool toys and Early Learning Centre products

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