Earthbound Brands to expand mystery squishy dumplings by RMS
Earthbound Brands has been named the exclusive licensing agency for RMS’ Mystery Squishy Dumplings, one of the world’s fastest-growing collectible brands.
Fueled by billions of social media views, viral unboxing videos, limited-edition drops and an expanding cast of collectible characters, Mystery Squishy Dumplings has become a global phenomenon, with more than 40 million units sold worldwide.
Expansion into new product categories
As part of the partnership, Earthbound Brands will lead the brand’s expansion into new product categories, including toys and games, apparel, accessories, home, food and more. The company will develop an evergreen licensing program designed to grow alongside the brand’s expanding world of characters and content.
In addition to consumer products, Earthbound Brands will pursue licensing opportunities across entertainment, publishing and other strategic brand extensions.
“Few brands capture this level of consumer excitement as quickly as Mystery Squishy Dumplings has,” said Jeff Cohen, co-founder and CEO of Earthbound Brands. He added that the company is excited to build on the brand’s momentum by creating new ways for fans to engage with its characters.
Developed by RMS, a global toy company with more than 40 years of experience creating products, Mystery Squishy Dumplings is available at leading retailers worldwide, including Five Below, Target, Walmart and Amazon.
Evolving from viral hit to sustained demand
Zack Farber, CEO of RMS International, said it has been “incredible” to see Mystery Squishy Dumplings evolve from a viral hit into a brand with sustained global demand. He added that RMS has always believed the brand could extend beyond toys and that Earthbound Brands has the expertise to develop a strategic licensing program.
The partnership represents the next step in the evolution of Mystery Squishy Dumplings from a viral collectible into an enduring franchise.