Dickie Toys Lands Master Toy License for Heroes of the City

MUNICH: Your Family Entertainment (YFE) has inked a deal with Dickie Toys for the production of merchandise based on the popular preschool show Heroes of the City.

Heroes of the City is produced by Sweden’s Ruta Ett. The show has aired in 115 countries around the globe. Armin Schnell, YFE’s executive VP of sales, said: “We are pleased to announce the future collaboration with Dickie Toys, a part of the Simba Dickie Group, and are convinced we have the ideal partner for this young and exciting brand. Their long expertise makes Simba Dickie Group the ideal partner to further actively develop Heroes of the City. We are looking forward to seeing these toys being released on the market and to bring joy to many children.”

Werner Lenzner, the licensing and strategic development manager at Simba Dickie Group, remarked: “Heroes of the City is an entertaining and educative preschool show, with a huge variety of characters, which inspired us to develop an exciting new product line with vehicles and playsets.”

Pelle Ferner, founder of Ruta Ett, added: “The collaboration with Dickie Toys is a development not only reinforcing our previous work but rather a creative challenge. Obviously for us it is a novelty to give another face to Heroes of the City through innovative product design in the field of toys besides the existing animation series. We are looking forward to a close collaboration and being part of the design process.”