TVKIDS
Smilehood, behind the preschool brand Plim Plim, has inked an agreement with Bandai to expand the IP into the toy market.
A Plim Plim toy line is set to launch in Mexico and Spain in mid-2025 with a range of products, including plush characters, action figures, vehicles, bath toys and educational games.
In 2024, Plim Plim amassed 12.8 million views on YouTube, a 32 percent year-over-year growth. It also welcomed 8 million new subscribers, bringing its total to 35.6 million.
The brand franchise strategy extends beyond toys well, with several partnerships in publishing. A partnership with Penguin Random House saw eight new titles in 2024, with six more planned for 2025.
Additionally, Mexico’s La Panadería Licensing is driving the brand’s expansion into party supplies, fashion and personal care.
“Our mission has always been to inspire children by sharing meaningful values and enriching learning experiences,” commented Guillermo Pino, creator of the animated character Plim Plim. “Partnering with Bandai allows us to extend the magic of Plim Plim beyond screens, creating toys that seamlessly blend fun, education and creativity. This collaboration marks a significant step in strengthening our connection with families and expanding our commitment to high-quality preschool entertainment.”
