Wham-O to Turn Its Iconic Toys Into Brands

California-based toyco Wham-O is continuing efforts to turn its classic toys—which include Slip ‘N Slide (pictured), Hula Hoop, Frisbee, Hacky Sack, Super Ball, Trac-Ball and Boogie Board—into 360-degree brands, appointing Anjar & Becker Associates as the exclusive licensing agency for this part of its portfolio.

The deal will see Anjar & Becker Associates develop and license consumer products and brand extensions in all categories. The agency also represents Hasbro, Mattel, Jazwares, Ravensburger and TOMY.

In October, Wham-O partnered with nonfiction prodco Critical Content to develop and create TV content, including live-action competition series Slip ‘N Slide Island (working title) and shows based on the Frisbee and Hula Hoop IPs.

Founded nearly 75 years ago, Wham-O has sold more than 300 different toys and games in more than 85 countries. Moving forward, outdoor play and physical health will be a focus for its consumer products programs. According to market research firm The NPD Group, the outdoor and sports toys super-category grew by 28.6% in fiscal 2020, generating US$5.35 billion in sales.

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