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Several creator-led collectible brands are expanding their reach with new retail launches and entertainment initiatives through License 2 Play<\/a>. The launches are timed to Toy Fair New York<\/a>, highlighting continued growth in character-driven collectibles and social media-fueled toy properties.<\/p>\n <\/span><\/p>\n <\/p>\n MushyKinz<\/a> is making its U.S. retail debut with a lineup of character-based squishy collectibles. Created by Erin Degan, Anna Altamirano, and Christian Owens, the digital-first brand is expanding from online content into physical products following retail launches in the U.K.\u00a0<\/p>\n <\/span><\/p>\n <\/p>\n \u201cMushyKinz has always been about character-driven collectibles,\u201d says Altamirano. \u201cEach character represents a personality and a story our fans already recognize, which makes collecting feel more meaningful.\u201d<\/p>\n <\/span><\/p>\n <\/p>\n The initial assortment includes OG MushyKinz boxed collectibles, Mini Mystery Mushies rarity-based three-packs, Jelleez sensory squishies, ICEEZ glitter-filled designs, Sweetz Treatz dessert-inspired items, and Pocket Petz bag charms.<\/p>\n <\/span><\/p>\n <\/p>\n \u201cOur audience helped build MushyKinz from the very beginning,\u201d shares Degan. \u201cNow they finally get to collect the characters they\u2019ve watched come to life online.\u201d\u00a0<\/p>\n <\/span><\/p>\n <\/p>\n The brand centers on character-driven storytelling and collectible formats designed to encourage repeat engagement and social sharing. The company reports more than 400 million organic brand views and a combined creator audience generating billions of video views across digital platforms.<\/p>\n <\/span><\/p>\n <\/p>\n \u201cMushyKinz represents exactly what modern retail is looking for,\u201d said Jayson Esterow, President of License 2 Play<\/a>. \u201cThis is a creator-owned brand with a proven audience, authentic storytelling, and real conversion power. We are excited to bring MushyKinz to retail partners who want brands with built-in momentum and long-term franchise potential.\u201d<\/p>\n <\/span><\/p>\n <\/p>\n Deddy Bears<\/a> expands into original entertainment content, including YouTube<\/a> animation debuting later this spring and a feature-length theatrical film<\/a> currently in development. The collectible plush brand, developed by Innov8 Creative Academy<\/a>, is growing its presence beyond retail through gaming integrations, AR and AI collectible cards<\/a>, and licensing programs across apparel and accessories.<\/p>\n <\/span><\/p>\n <\/p>\n \u201cSeeing Deddy Bears grow from an idea into characters that people genuinely connect with has been incredibly gratifying,\u201d says Gavin Lawler, inventor of Deddy Bears and co-founder of Innov8 Creative Academy. \u201cThese characters have their own personalities and emotional stories, and bringing them to life through animation and film is an exciting next step for the brand and our fans.\u201d<\/p>\n <\/span><\/p>\n <\/p>\n The new content initiative, led by Chris Dicker, aims to extend the brand\u2019s character storytelling across digital and cinematic formats.\u00a0<\/p>\n <\/span><\/p>\n <\/p>\n \u201cDeddy Bears is expanding into a multi-platform entertainment franchise, spanning both short-form and theatrical storytelling,\u201d Dicker says. \u201cWe\u2019re launching with original YouTube animation, bold, character-driven comedy that pairs classic physical humour with a distinctly modern, offbeat edge. It\u2019s designed to deepen engagement with an already passionate global fanbase that has embraced the brand across retail and online gaming platforms.\u201d<\/p>\n <\/span><\/p>\n <\/p>\n Attendees at Toy Fair<\/a> can preview the upcoming content at the brand\u2019s exhibit at Booth No. 2557.<\/p>\n <\/span><\/p>\n
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