Smoby Toys is to produce a toy range based on products from the home brand Kärcher after inking a deal with WIldBrain’s ASPIRE division.
The deal with the home and professional cleaning equipment company and the Simba Dickie Group-owned Smoby will see a range of products arriving on shelves in toy and DIY retailers in 2023. The first wave will include toys based on Kärcher’s pressure washer, window cleaner and handled cleaner.
ASPIRE commercial director Victoria Whellans said: “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. 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.”
Bernard Russac, marketing and communications manager at Smoby Toys SAS, added: “Kärcher is undoubtedly a strong, trusted and valued brand, with wide international recognition. 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.”
