Fisher-Price Renews Octonauts Master Toy Deal

NEW YORK/LONDON: Silvergate Media has signed a three-year master toy renewal agreement for the underwater-themed preschool property Octonauts with Mattel’s Fisher-Price.

Fisher-Price will launch more than 20 new toys this year centered on a “Year of Slime” play pattern. Under the new deal, the company has the global rights to develop preschool playsets, vehicles, plush items and electronic learning aids. Fisher-Price has been Silvergate’s toy partner for Octonauts since 2011. The brand has been a leading preschool toy property in the U.S., U.K., Europe, Australia and Korea. A toy launch is underway in China, with Russia to follow in the fall.

Waheed Alli, the CEO of Silvergate, said: “We are thrilled to have renewed our partnership with Fisher-Price demonstrating our commitment to working with world-class partners to develop fantastic toys.

“Octonauts is now truly a global property, and continues to go from strength to strength as a unique and exciting preschool brand.

“As the show gains popularity in new markets, we look forward to millions more children enjoying Octonauts toys at home.”

Susie Lecker, the executive VP and chief brand officer of the Toybox division at Mattel, added: “We’ve really enjoyed bringing the underwater world of Octonauts to life thanks to a globally relevant aquatic and rescue theme that’s so toyetic that the toys jump out of the show.

“Silvergate’s dedication to support Octonauts with continuous new content paired with an aggressive pursuit of content distribution makes them a terrific partner.”