Licensing News

True and the Rainbow Kingdom Taps United Smile as Toy Partner

true and the rainbow kingdom

Guru Studio has tapped United Smile as its exclusive master toy partner for the preschool series True and the Rainbow Kingdom. 

United Style True and the Rainbow Kingdom figures, playsets, vehicles, plush, and music dolls, arriving this fall. The company has partnered with several global distributors including Imports Dragon in Canada and the U.S.; Bandai in Spain; Giochi Preciocci in Greece; First Group in the Middle East with the support of Spacetoon; Toyrrific in Israel; Token Toys in Mexico; and Big Balloon in Australia with the support of Haven Licensing, who will launch the line exclusively at Target.

“We are really proud of this strategic partnership with Guru Studio,” said Josue Rosenzweig, CEO at United Smile. ”With the support of Netflix, local TV channels, and the brand’s growing success on YouTube, True and The Rainbow Kingdom has all the ingredients to become an evergreen property for retailers around the world.”

United Smile is led by Rosenzweig, former joint venture partner and executive at Hasbro and previously founder and CEO of Smart Christmas Solutions (SCS) and Toy Plus.

“Josue and his team have decades of experience in the toy industry and we’re pleased to partner with a toy company as creative and strategic as United Smile.” said Jonathan Abraham, VP of Sales and Business Development at Guru Studio. “As consumer buying habits continue to evolve, we’re seeing fast-moving and adaptive companies gain the upper hand. In just a few short months United Smile has developed and tooled a really unique and robust product line that we’re very excited to share with kids this fall.”

The consumer products program for True and the Rainbow Kingdom includes Chouette Publishing story books, Bendon activity books, and Spirit Halloween costumes in North America, plus FashionUK apparel, Roy Lowe socks, and Warner Group Music in the U.K. Licensing Street handles licensing and merchandising in the U.S. and bRAND-WARD represents the property in the U.K.