Toy market news

Jada Toys inks deal with Fred Rogers Productions for Donkey Hodie toys

Jada Toys continues its expansion beyond die-cast and R/C

Following the launch of its B-Kind Dolls, its direct-to-consumer NEXT Level platform, and a range of Universal Monsters Action Figures this fall, the company inked a deal with Fred Rogers Productions to create a range of toys inspired by the Emmy Award-winning PBS Kids series, Donkey Hodie. Licensing Street brokered the deal as the newly appointed licensing agent for the Donkey Hodie brand.

Under the new agreement, Jada Toys will serve as master toy licensee and will develop figures, plush, playsets, vehicles, dolls and doll accessories, electronic learning aids, and musical toys based on the puppet-based series inspired by Mister Rogers’ Neighborhood.

Geared toward kids ages 3-5, Donkey Hodie is set in the whimsical land of Someplace Else. The series follows the titular Donkey Hodie, an enthusiastic and charming go-getter who takes on each day with curiosity, resilience, and sincerity, and her pals: Purple Panda, her loyal and empathetic best friend who wears his big heart on his sleeve; Duck Duck, a practical, quick-witted young mallard who loves to figure things out; and Bob Dog, an energetic and eager canine who is always ready to fetch a ball or boogie to music.

Jada Toys’ debut line of Donkey Hodie toys is expected to hit retail next year.