By Allison Watkinson
TLL Reporter
Former Mattel executive, Helena Perheentupa, has officially launched a new global toy company called Wyncor.
Prior to her new position as COO of Wyncor, Perheentupa worked at high-profile companies such as ZAG Entertainment, Mattel Inc. and Procter & Gamble in a variety of executive licensing, marketing and management roles.
During her 13-year career with Mattel, Perheentupa rose through the ranks to become head of licensing for Germany, Austria and Switzerland. As Mattel’s head of licensing, she was responsible for overseeing approximately 150 licensees across more than 25 retail categories.
Prior to this, she served for eight years at the Procter & Gamble manufacturing company as a business planning and marketing strategy manager.
In her new role as COO of Wyncor, Perheentupa will be responsible for spearheading all of the business and licensing operations for the company.
Owned by Jstar Capital, Wyncor intends to offer a range of newly-patented toys such as Miraball, SwopPop, ReClay, Mon Ami and Oozy Squeezy. The Wyncor product range will be based on both wholly-owned intellectual properties and licensed brands from other toy and entertainment companies.
“With our innovative line of toys, including a growing number of patented products, together with our sophisticated product development and manufacturing process, we can offer brands the opportunity to regularly offer new limited-edition product versions for collectability and seasonal play,” said Perheentupa. “We are well positioned to react quickly to changing market trends offering relevant and inventive products, and our wide portfolio allows for differentiation at retail. We are proud to be different and fearless.”
Wyncor already launched a range of Miraball, SwopPop, and Mon Ami Kwamis for ZAG Entertainment’s Miraculous Heroez franchise during Fall 2023. An additional line of Miraculous ReClay toys is scheduled for launch in Spring 2024.
The success of the Miraculous collection led to the Wyncor company acquiring additional licensing rights from global companies such as Paramount, Hasbro, Spin Master and the Emoji Company for new toy and entertainment products.
Wyncor will produce Miraball and ReClay toys for Paramount’s Teenage Mutant Ninja Turtles and SpongeBob SquarePants properties, as well as Spin Master’s Paw Patrol franchise.
Hasbro has signed an agreement for a line of Miraball’s based on its Peppa Pig, My Little Pony, Transformers and Monopoly brands.
Wyncor products are currently available for purchase in 20 markets around the world and in the U.S. at Target, Fred Meyer and Meijer.
Wyncor will be exhibiting at the 2024 Spielwarenmesse/Nuremberg Toy Fair from January 30 to Feb. 3 in Hall 12, Booth E-15 at the Messe Nuremberg convention centre.