Zuru goes global with Smashers collectibles, webisodes

Chinese toy manufacturer Zuru has globally launched a new collectibles range called Smashers, which features 100-plus characters housed inside a red “smashball.”

Staying true to their name, Smashers are revealed once their outer ball is cracked open. The range’s inaugural lineup is inspired by sports, and includes both good and bad characters, as well as collectible golden trophies. Children can track their characters on the line’s accompanying collector’s guide and game sheet, or through its app.

Available at global mass-market retailers, Smashers retails from US$2.99 to US$19.99 and includes larger items like the Collectors Tin and Smashers Team Bus.

Zuru is kicking off the brand’s debut with a comprehensive marketing campaign comprised of linear TV and YouTube commercials. The toyco has also partnered with DHX-owned digital kids network Wildbrain to launch a nine x two-minute webisode series inspired by the Smashers range. The first episode launched on February 27 in conjunction with popular YouTube channel Ryan ToysReview.

Last year, Zuru launched its Mayka line of LEGO-compatible adhesive block tape brand at Walmart, Toys “R” Us and Target. Licensed and rebranded from the original toy block tape and viral sensation Nimuno Loops, Mayka’s bendable surface is compatible with LEGO bricks, Kreo and all other leading toy block brands.

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