Two in 1 Direct has detailed a new licensed segment from the international scented stationery, toys, and activities specialist, Kangaru Toy, following the recent news that it would handling the outfit’s UK business.
Kangaru will be making its UK debut at what it has billed ‘an exciting stage of the company’s development,’ having confirmed a new licensing programme with a host of popular food and confectionery brands in the US, including Chupa Chups, Mentos, and Kelloggs’ cereals.
With this series of licensing partnerships, Kangaru will look to tap into the popular food licensing trend and reinvigorate the craft and stationery categories. Key characteristics of these brands, such as shapes, scents and colours, will bring this collection to life.
Joe DiPalma, Kangaru’s founder and CEO, has spent the last year adopting a licensed strategy to this new product development to capitalise on top selling brands.
Speaking of the company’s plans for its licensing programme, he said: “Over the coming year we plan to expand the licensed products into the UK and Europe, South America and Asia. Where the UK is concerned, we’ve been working with Paul to better understand the opportunities within the market.
“He’s been drawing on his vast experience in toys and the children’s entertainment business, as well as his impressive ability to customise products and licensing for customers, to really help tailor our licensed offering for the UK.”
Paul Fogarty, co-founder of Two in 1 Direct, added: “We’ve seen the foodie craze hit the toy aisle and now we get to bring it to the stationery and craft aisle.
“Something we’re particularly excited about is the opportunity to customise this line of products to suit our retailers’ unique needs. We’re going to be working closely with our retail partners over the coming months to deliver a collection that appeals to customers and meets their individual needs.”