Magic Star Aligns with Smyths Toys for Oscar

Magic Star, Sony Music’s children’s and family entertainment label, is collaborating with Smyths Toys for a recording deal and brand partnership for Smyth’s children’s character Oscar.

The agreement includes 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.

Will Speer, head of Magic Star, said: “We are really excited by the opportunity to work with such a collaborative and forward-thinking partner as Smyths—there are so many possibilities for developing Oscar and bringing him to new audiences.”

Tony Smyth, managing director for Smyths Toys Superstore, said: “We are delighted to see Oscar shine in his role as a music star and to work collaboratively with Magic Star and the great team there to make that happen.”

Anthony Andrews of Blackbook Music said: “Smyths are market leaders in children’s retail and Oscar is pivotal to their marketing strategy. Sony Music is the only major to have a dedicated kids’ and family label with Magic Star, so this seemed like a perfect fit. I’m excited to have facilitated the partnership as we build Oscar’s audience through morally responsible and aspirational kid’s content.”