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Smoby Toys and Kärcher Partner For Good Clean Fun

By Allison Watkinson

TLL Reporter

ASPIRE has secured a deal with Smoby Toys for a role-play toy range based on the cleaning technology brand Kärcher.

ASPIRE is the corporate & lifestyle division of the sport, entertainment and brand licensing agency, WildBrain CPLG. With its global team of licensing, sales, and retail experts, ASPIRE delivers strategic and long-term consumer products partnerships through brand licensing.

ASPIRE represents the Kärcher brand across Europe and is developing a licensing program targeting adults and kids across categories such as workwear, storage and promotions.

New themed toys from Smoby and Karcher play to kids’ love of role playing and helping out parents with chores.

“As we extend the Kärcher brand into complementary product areas that reflect the company’s values, this new partnership with Smoby Toys will provide an exciting opportunity for younger fans to be introduced to the world of Kärcher through engaging role play products,” said Victoria Whellans, Commercial Director at ASPIRE.

“Kärcher and Smoby Toys share an ethos of creating innovative and high-quality products, and we look forward to presenting this creative toy range to potential retail partners at BLE.”

The partnership between Kärcher and Smoby Toys was brokered by WildBrain CPLG’s German office on behalf of the Kärcher cleaning brand.

Under the terms of the deal, Smoby Toys will create an extensive toy range based on original indoor and outdoor Kärcher products.

“Kärcher is undoubtedly a strong, trusted and valued brand, with wide international recognition,” said Bernard Russac, Marketing & Communications Manager at Smoby Toys SAS.

“We’re therefore very excited to partner with Kärcher and create a range of realistic role-play toys that are inspired by some of the company’s most iconic products.”

Kärcher is a market-leading German manufacturer of home and professional cleaning equipment. The brand operates worldwide, with its products sold by more than 150 companies across 78 countries.

Founded in 1924, Smoby Toys is a long-standing French toy manufacturer that originally specialised in manufacturing small wooden items. The company began manufacturing plastic toys in the 1950s.

Smoby currently offers a wide range of high-quality toys that feature modern design elements and trendy colors. Smoby Toys is part of the Simba Dickie Group, which is the fourth largest toy manufacturer in Germany.

The upcoming product line will feature toys based on the Kärcher pressure washer, window cleaner and handled cleaner. The collection will be targeted at toy and DIY retailers across Europe, with the first range of products expected to launch during 2023.