Smoby Toys to launch Kärcher role-play range

WildBrain CPLG’s ASPIRE division has secured a deal with Smoby Toys for a role-play toy range based on the cleaning brand Kärcher.

The range – launching in 2023 – will feature toys inspired by Kärcher products, including a pressure washer, a window cleaner and a handled cleaner.

“As we extend the Kärcher brand into complementary product areas that reflect the company’s values, this new partnership with Smoby Toys will provide an exciting opportunity for younger fans to be introduced to the world of Kärcher through engaging role play products,” said Victoria Whellans, Commercial Director at ASPIRE.

Bernard Russac, Marketing & Communications Manager at Smoby Toys SAS, added: “Kärcher is undoubtedly a strong, trusted and valued brand, with wide international recognition. We’re therefore very excited to partner with Kärcher and create a range of realistic role-play toys that are inspired by some of the company’s most iconic products.”

ASPIRE represents Kärcher across Europe and is developing a licensing programme targeting adults and kids across further categories including workwear, storage and promotions.