FaNaTtiK expands its licensing deal with Yu-Gi-Oh!

Award-winning collectible and gift specialist FaNaTtiK has secured a three-year extension to its long-standing licensing agreement with the hit brand Yu-Gi-Oh!, covering additional new products and territories.

Yu-Gi-Oh! has been entertaining and engaging audiences globally for over 25 years through its Manga, TV series (with over 900 episodes), three feature films, consumer products, hit mobile games Yu-Gi-Oh! Duel Links and Yu-Gi-Oh! Master Duel, as well as the immensely popular Yu-Gi-Oh! TRADING CARD GAME. 

“Some Anime brands may come and go but Yu-Gi-Oh! is an evergreen with a passionate fan base that appreciate the gifts and collectibles we have created over the years,” says Anthony Marks, M.D., FaNaTtiK. “We look forward to creating many more fan focused products featuring this global IP over the next three years and beyond.” 

Jennifer Coleman, Vice President of Licensing and Marketing at Konami Cross Media NY, says: “FaNaTtiK is a tremendous partner for the Yu-Gi-Oh! brand. Its wide range of unique gifts and collectibles have delighted fans in the European market. We are excited to extend our relationship with FaNaTtiK to include even more products we believe will continue to impress fans. FaNaTtiK’s passion and understanding of the Yu-Gi-Oh! brand shines through in what it creates.”

FaNaTtiK will be supplying the North American, UK, Europe MENA and Australasian markets via its own offices and network of distributers. As well as the vibrant independent trade where Yu-Gi-Oh! thrives, the company will have products that appeal to all levels of pop culture retailers, from online to supermarkets, with a wide spectrum of retail price points and limited-edition pieces.


Squishmallows pushes for global lifestyle brand status with cross-category product launches

Jazwares, along with its Kellytoy subsidiary, today unveiled an expansive consumer products licensing programme supporting its Squishmallows plush brand sensation.

On the heels of the milestone of 100 million Squishmallows sold, Jazwares is teaming with a raft of licensees to make Squishmallows a global lifestyle brands for fans, families, and collectors around the world.

“As the Squishmallows brand evolves, we’re focusing on impactful category collaborations that entertain and delight our millions of fans in authentic, meaningful ways,” says Judd Karofsky, Executive Vice President, Jazwares. “Our licensing partners are embracing the Squishmallows brand DNA and we can’t wait to launch unique new merchandise to a wide range of retailers and consumers this year and beyond.”

Each Squishmallows plush has a unique name and backstory that brings its personality to life. Squishmallows are sold at thousands of retail outlets, including independent and speciality stores, amusement parks and U.S. national chains such as Target, Five Below, Walgreens, Walmart, Learning Express, Cracker Barrel, CVS, Costco, Justice and Hallmark, and in the UK at Smyths, The Entertainer, Argos, Toymaster and more.

Squishmallows licensee highlights:

  • Bioworld, the pop culture specialists, is known for delivering lifestyle collections to fans globally across apparel, loungewear, headwear, bags, socks, collectable accessories and more. In 2022 Bioworld will offer a full suite of Squishmallows branded merchandise.
  • BigMouth, a designer and manufacturer of fun lifestyle products, will make Squishmallows branded pool floats, cooler bags, beach chairs and pop-up tents.
  • BBC International is a global design, development and sourcing footwear company currently offering a full line of Squishmallows branded footwear.
  • Franco Mfg. will develop Squishmallows bedding and accessories including throws, as well as beach and bath blankets.
  • Fashion Angels Enterprises will offer students and teachers exciting new Squishmallows fashion stationery and back-to-school accessories.
  • In partnership with Parkside Collectibles (OEM), Jazwares will launch a new line of Squishmallows-inspired trading cards with Series 1 scheduled to arrive in the U.S. market this year. The cards feature Squishmallows favourites, with more than 650 cards to collect.
  • Primary Colors, a premier producer of cookies, candy and snacks, will partner with Jazwares to bring fun and innovative Squishmallows gummy and candy products to retail stores nationwide.

Established in 2017, Squishmallows has become a social media sensation that continues to cultivate a strong following online.

Organic Squishmallows content has generated nearly 5 billion video views on TikTok and @squishmallows (and related hashtags) have been tagged in more than one million Instagram posts. The Squishmallows social media channels have ballooned to more than 700,000 followers and nearly 100 global and local Facebook groups have been created by fans.

More than 1,000 Squishmallows ranging from two to 24-inches in size have gained the attention of bona fide Squishmallows fans in more than 40 countries. Such strong brand retention has resulted in multiple line extensions, including HugMees, Squish-Doos, Heroes, Flip-A-Mallows, and Squishville.