Silvergate Partners with GUND for Hilda Toy Line

Silvergate Media has signed GUND, the Spin Master-owned plush toy manufacturer, as the first licensing partner for its new Netflix animated series Hilda.

GUND will develop a line of plush, accessory and giftware products for the adventure series targeting girls and teen fans. The range will hit shelves in the U.S. in early 2020 before rolling out to additional markets.

Hilda follows a fearless blue-haired girl as she heads off on an adventure from her magical wilderness homeland to the city of Trolberg, where she makes new friends and meets some mysterious creatures. Co-produced by Silvergate Media and Mercury Films, the 2D animated series launched on Netflix in September 2018 and is now available in 130 countries through the platform.

Waheed Alli, CEO at Silvergate Media, said: “Hilda could not be in better hands. We are thrilled to be working with GUND, with its rich heritage and commitment to high quality, to kick off our global licensing adventure.”

Ronnen Harary, co-founder, chairman and co-CEO of Spin Master, added: “We’re huge fans of Hilda and admire the magical connection she has created with adults and children. GUND has been bringing beloved characters to life in plush form to hug, hold and play with for more than a century, and we’re honored to be able to bring Hilda from the screen to playrooms globally.”