Helena Perheentupa to head up ZAG’s new ZAG Play Toy Division

Animation studio ZAG has launched a new global toy division.

The new toy arm is a division of ZAG Play — formerly known as ZAG Lab — which also includes the licensing and merchandising, promotions and gaming groups led by Julian Zag, EVP, Global Operations and Head of Consumer Products. The new ZAG Play Toy Division is charged with developing toys that are ‘deeply tied to the DNA of the company’s brands’.

Helena Perheentupa is heading up the ZAG Play Toy Division in her new role as Senior Vice President, working closely with the content development team and screenwriters to integrate stories with physical play.

The ZAG Play Toy Division will initially focus on new product lines for Miraculous: Tales of Ladybug and Cat Noir, Ghostforce and upcoming animated feature Melody. The first product lines will debut at Nuremberg Toy Fair in February 2023.

“We tell stories at ZAG that feature fresh and relevant superheroes to inspire children to love themselves and to discover themselves through the story,” said ZAG CEO and Founder, Jeremy Zag.

“At the new ZAG Play Toy Division, we will leverage our unique point-of-difference as both an animation content powerhouse and a high-quality toy company to develop state-of-the-art products that empower children to see themselves as heroes through imaginary and aspirational play.”

Perheentupa added: “We will continue to work closely with Playmates, our master toy partner, and other trusted licensees in the toy space as we develop imaginative and complementary products that keep our brands highly visible at retail.

“Among the products we develop will be toy lines that for example, due to economies of scale, are not viable at the regional level for licensing partners, but with global retail placement, we will reach critical mass to manufacture them. Together with our partners, our new ZAG Play Toy Division will offer a wider range of inventive and original toys for fans to engage with our brands.”