Toy market news

Spread Group signs deal with Paramount Consumer Products in Europe

Print-on-demand offering helps sustainability and customisation goals

Flashdance, Top Gun, Star Trek, Garfield and SpongeBob SquarePants are five of the iconic brands in the European licensing deal signed by Spread Group and Paramount Consumer Products.

Sustainability is at the heart of this partnership. The Spread Group’s print-on-demand offering means an item is only printed after it has been ordered. This limits waste because there’s no over-stocking and leftover sizes.

The first designs will include I Feel the Need for Speed Top Gun t-shirts, Flashdance logo and What a Feeling! hoodies, Garfield LASAGNA lunchboxes and Saturday Night Fever posters. The designs will be a mixture of image classics and newly created designs created by Spread Group.

Customisation is also made easy with print-on-demand. Fans have the freedom to add a design to a product in a size, colour, and style of their choice. When fans are involved in the creation of an item it creates a greater affinity with the brand.

Sven Burscher, Spread Group’s Head of Licensing said: “This partnership means Spread Group can offer a huge variety of themes to a wide audience. The Paramount Global brands cover iconic movies and cartoons for a large demographic. There’s a coming-of-age moment for everyone! Our print-on-demand offering means the brands and their fans can customise their creations to suit them, whilst retaining brand integrity. It also limits waste which is better for the planet”.

Fans will be able to add images and quotes to t-shirts, hoodies, caps, bags, aprons, mugs, water bottles, lunchboxes, pillowcases, posters, and stickers depending on the brand. Designs will also be localised; for example, Garfield quotes in German, French and English.

The licence covers Germany, Austria, Switzerland, France and the UK.