Spielwarenmesse: Smyths Toys and Magic Star partner on exclusive Oscar deal

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Smyths Toys and Magic Star partner on exclusive Oscar deal

29. May 2020 12:40 h

By toyworldmag.co.uk

  • The collaboration will see a recording deal and brand partnership for the Smyths character.

Smyths Toys and Magic Star, the children and family entertainment label of Sony Music, have partnered on a 360 deal for the iconic Smyths Toys character Oscar.

The deal is set to include media licensing, original animated video content, third party brand partnerships and consumer products. An album release will be produced by Blackbook Music, which also brokered the deal.

Oscar was created by Smyths in 2016, and has since featured prominently in a number of advertising campaigns alongside famous characters from kids properties, including Barbie, Buzz Lightyear and Woody. The character also appeared in the hit music video ‘If I Were a Toy’, which aimed to break down gender stereotypes.

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