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Guru Studio Appoints Master Toy Partner for True

Canadian animation studio Guru has appointed United Smile as its first-ever Master Toy Partner for its series True and the Rainbow Kingdom.
The studio originally partnered with Toy State in a non-exclusive licensing agreement, but the toy company shut down in 2018 after more than three decades in business. Guru has also worked with other companies, but the deal with United Smile is the brand’s first Master Toy Partner since Toy State went out of business.

United Smile is a Hong Kong toy company, and has already lined up distributors in several regions to roll out the new toy line. Those include Bandai in Spain, Imports Dragon in North America, Token Toys in Mexico, Big Balloon and Haven Licensing in Australia, and First Group and Spacetoon for the Middle East other than Israel, while Toyriffic will handle the Israeli market.

All of those distributors have agreed to launch the toy products this fall, which will include action figures, vehicles, plush and musical dolls.

True and the Rainbow Kingdom tells the story of a magically gifted young girl who helps the citizens of Rainbow City, and premiered on Netflix. As well, broadcasters such as Tiny Pop (UK), Discovery Family (US) and TV Azteca (Mexico) adopted the series in 2020, which Guru says has increased demand for consumer products in those regions.

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