TVKIDS
Headstart International and Rainbow have signed a deal to develop and distribute a toy line for the Netflix property Mermaid Magic.
Launching in fall 2025, the toy line will include fashion dolls, mini dolls, playsets and role-play toys and will be available at all major retailers and toy stores.
The Mermaid Magic series ranked number one on Netflix Kids in 55 countries just 48 hours after release.
“We are delighted to partner with Rainbow and bring this incredible property to life through a stunning range of dolls, role-play toys and more,” said Andrew Hendy, CEO of Headstart International. “Mermaids are a timeless interest for children, and Mermaid Magic successfully combines friendship, adventure and magic into a wonderful new show.
“We are very excited to commence this working partnership with Rainbow and to see our product range introduced globally throughout the world in a few months.”
Since previewing the Mermaid Magic toy line in late 2024, “The feedback from our customers and distribution partners has been exceptional,” said Hendy.
Matteo Olivetti, VP of licensing sales and strategy of Rainbow, said, “Headstart is the perfect partner to bring Mermaid Magic to life in the world of toys. We can’t wait for fans of the show to be able to get their hands on the range later this year!”
