The British toyco’s CEO Darran Garnham plans to move Tingly Ted’s distinctive bear mascot into categories including plush, apparel and housewares.
Toikido is mining a uniquely four-quadrant licensing opportunity in its latest partnership. The British toyco has entered into a licensing agreement with Tingly Ted’s—a hot sauce brand created by singer-songwriter (and self-proclaimed sauce obsessive) Ed Sheeran in collaboration with The Kraft Heinz Company.
Speaking to Kidscreen, Toikido founder/CEO Darran Garnham highlights the double-edged appeal of Sheeran’s global audience and Kraft Heinz’s expertise in the condiments market—a combined brand power that presents a strong opportunity to expand the IP well beyond kitchen shelves.
Garnham envisions the quirky bear mascot leaving his distinctive paw prints on a variety of other consumer products categories, including plush toys, collectibles, apparel, housewares and accessories. “The character itself is extremely versatile, but we must never forget the super-cheeky eyebrow,” he says.
“Ed’s fanbase spreads across all ages, which [also] gives us amazing flexibility,” Garnham adds. In addition to posting record-breaking streaming/touring numbers, Sheeran has sold more than 150 million records worldwide and was the third most-followed artist on Spotify as of July. He also recently penned a Christmas song for upcoming kids movie That Christmas, which is due out on Netflix later this year.
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