Licensing News

TOMY to Develop Toy Line For Preschool Series Buddi

TOMY x Buddi

TOMY has signed a deal with Unanico and Raydar Media to bring to life characters from the Netflix Originals program Buddi with a new toy line.

Aimed at fans under 4, Buddi follows five colorful friends who teach children about emotional intelligence through the lens of imagination, with non-verbal cues. Two seasons are currently available on Netflix, with more planned as the show opens to other linear, SVOD, and AVOD platforms around the world. In 2020, Buddi was nominated for an Annie Award in the TV/Media Preschool category for its episode entitled “Snow.”

“We’re thrilled to be working on this new opportunity with Unanico and Raydar Media,” said TOMY’s Director of Global Brands, Morgan Weyl. “Buddi meets the trends that are impacting the toy market right now, from education, music, zen-sational themes, and socially conscious play. With the highly recognizable characters that have captured audiences around the world, these unique and thoughtfully designed characters will stand out on shelf.”

With lines like Lamaze and Toomies, TOMY has a history of creating toys that support toddler development, promoting sensory discovery and emotional intelligence through play. The company will expand on this tradition in introducing toys for toddlers that highlight the emotional and developmental aspects of Buddi‘s characters.

“We are delighted to be working with the team at TOMY, a company that really understands the values of Buddi, and has the deep creative and commercial experience necessary to bring toys to Buddi’s young fans around the world,” said Paul Laikin, Unanico’s Managing Director and producer of Buddi.