Mystery Squishy Dumplings Expanding Beyond Collectible Toys With New Licensing Program
RMS is preparing to expand its viral Mystery Squishy Dumplings brand beyond collectible toys through a new global licensing partnership with Earthbound Brands.
Earthbound Brands has been named the exclusive licensing agency for Mystery Squishy Dumplings and will oversee the brand’s move into additional product categories, including apparel, accessories, home products, food, toys and games. The company will also pursue opportunities involving entertainment, publishing and other brand extensions.
Mystery Squishy Dumplings has grown through social media unboxing videos, limited-edition releases and a growing lineup of collectible characters. According to the announcement, more than 40 million units have been sold worldwide, while content involving the toys has generated billions of social media views.
“Few brands capture this level of consumer excitement as quickly as Mystery Squishy Dumplings has,” Earthbound Brands co-founder and CEO Jeff Cohen said. “The brand has built an incredibly passionate fanbase, and we’re excited to build on that momentum through new products that give fans even more ways to engage with the characters they love.”
The collectible squishies are developed by RMS, a toy company with more than 40 years of experience. Mystery Squishy Dumplings are currently available through retailers including Five Below, Target, Walmart and Amazon.
The line has attracted collectors through its mystery packaging, character-driven designs, viral product openings and limited-edition drops.
RMS CEO Zack Farber said the partnership is intended to help the brand reach consumers in new ways.
“It’s been incredible to watch Mystery Squishy Dumplings transform from a viral hit into a brand with sustained global demand,” Farber said. “We’ve always believed the brand had the potential to extend far beyond toys, and Earthbound Brands has the expertise to help us build a strategic licensing program that will reach consumers in entirely new ways.”
Earthbound Brands plans to develop an ongoing licensing program that can grow alongside the Mystery Squishy Dumplings lineup of characters and future content.