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Evolution Europe Unleashes Underground Toys Distribution Deal for Dumb Ways To Die image

Evolution Europe Unleashes Underground Toys Distribution Deal for Dumb Ways To Die

Evolution Europe are delighted to announce a new distribution deal which will see the adorable DUMB WAYS TO DIE characters immortalized in plush by Commonwealth Toys and Novelty being distributed in the UK by Underground Toys beginning in April 2014.

New York based Commonwealth Toys & Novelty are the US and Canadian licensee for Dumb Ways To Die plush and novelty figures, and through a deal brokered by Evolution Europe will see Underground Toys sell, market and distribute their collection of products alongside Underground’s own assortment of licensed merchandise for the brand, including travel pass holders, air fresheners, book marks, door hangers, lanyards metal signs and wind up mini figures.
Dumb Ways To Die, the public service announcement for Metro Trains Melbourne that became a global media phenomenon, premiered as a public safety announcement for train safety on YouTube in November 2012.  Since then the PSA has generated millions of media impressions across social media networks worldwide. To date it has garnered over 76 million views on YouTube alone – with the new valentines version delivering over 10 million views on You Tube in 2 weeks.
The Dumb Ways To Die app, which has over 2.2 million daily active users is currently available on Android, iOS and Amazon platforms, has over 45 million global downloads and is currently the number one overall action game in over 19 countries.  The song also reached the Top 10 iTunes song in over 28 countries.  Metro’s PSA was 2013’s most awarded advertising campaign throughout the World (Feb 2014 Gunn Report).
The new toy range spans pocket sized plush to others reaching more than 30 inches in height, and the toys will retail from £1.99 to £24.99.
Natasha Dyson, VP Licensing for Evolution Europe comments, “Underground Toys is a great partner for Dumb Ways to Die as they have significant retail reach through traditional toy retailers as well as the gift and novelty accounts and understand how to successfully market character brands. We can’t wait to see the full assortment of products on the store shelf this spring!”
Robyn Cowling from Underground Toys added “This is a great novelty character brand for us to work with.  We previewed the line at London Toy Fair and had a very positive response from the trade, so we’re excited to get product going.”
For Licensing & Press enquiries please contact:
Natasha Dyson – V.P of Licensing
M: +44 (0) 7500 872 926
T: +44 (0) 203 5982850
Evolution Europe
2nd Floor, 220 Queenstown Road,
London, SW8 4LP
Twitter @EvolutionEuro
About Evolution Europe
Evolution Europe is a full service licensing, brand management, product development and creative agency. With offices in London and LA, the company offers a personal and partnership approach to its clients, identifying and monetising all forms of intellectual property. Evolution Europe represents the Miramax feature film portfolio and Internet phenomenon Dumb Ways To Die and Henri Le Worm, and in the UK represents gaming app Subway Surfers and broadcaster UKTV.
About Underground Toys:
Formed in 2001, Underground Toys are an originator and manufacturer of toys and entertainment products with offices in London, San Diego, and Hong Kong. Our creative department works with many of the world’s top entertainment companies to merchandise their brands across many product categories including gift items, girls’ and boys’ toys, as well as adult gifts and collectibles. Our products are sold by most of the world’s major retailers including Carrefour, HMV, Hot Topic, Next, Target, Tesco, The Entertainer, ToysRus, WalMart, and Waterstones, to name only a few.

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