Wow! Stuff signs as master toy partner for Odo

Wow! Stuff has signed as the master toy partner for pre-school series Odo.

The deal – struck by licensing agency Bulldog – sees Wow! Stuff become Odo’s first licensee, with the toy firm set to launch a range that includes plush, dolls, role-play items, construction toys, play-sets and bath toys.

Odo debuted on TV last year and follow Odo the owl, one of the littlest campers at the Forest Camp for Young Birds. The series airs every weekday on Milkshake! in the UK and has also been signed by HBO Max in the US, MiniMini+ in Poland, TVO Kids and Knowledge Kids in Canada and ABC in Australia.

“We were pitching against some of the biggest toy companies for Odo,” said Wow! Stuff’s Director of Licensing, Kenny McAndrew.

“Everything Odo stands for resonates and aligns with our own values, we wanted this with all our hearts – and I think that showed through in our pitch! Odo is unique; Odo the owl is gender neutral, the themes are ground-breaking and the series is grounded on social justice. And it’s very, very funny.”

Vicky Miller, Licensing Director at Bulldog Licensing, added: “Wow! Stuff’s reputation for innovation is really unmatched in the industry and that’s what we wanted for Odo. The series is breaking boundaries in its approach to children’s mental health and wellbeing, it’s a trail blazer in the preschool entertainment arena.

“Similarly, Wow! Stuff always goes above and beyond to create innovative, show stopping product ranges and that’s just what Odo deserves.”