The Bridge Direct merges with Toronto-based Tech 4 Kids, the first in what is planned as a series of deals every 6-18 months as the company expands its licensing business, says Bridge Direct’s Jay Forman.

In merging with Tech 4 Kids, Bridge Direct will gain licenses for several Disney as well as for Warner Bros.’ DC Entertainment. It also will get international distribution through Tech 4 Kids in 80 countries including South America, the Middle East and Eastern Europe, says Foreman.

Tech 4 Kids products will gain expanded presence in the U.S. through Bridge Direct’s sales at Walmart and other mass retailers. Bridge Direct also has a portfolio of licenses that includes Fisher Price, Strawberry Shortcake, Shopkins and Pokemon.

“It is coming to a point where many key stakeholders including retailers, licensors and vendors are looking to do more business with fewer partners,” says Foreman. “The key motivation for this opportunity is how hard it is to compete in today’s increasingly competitive landscape as a sub-$50 million company. By scaling up, we will have the critical mass to compete on a large enough scale and be the best you can be to customers and partners.”

The combined company will also operate under a new name that is still being determined. The companies will merge offices in Hong Kong; the combined company’s North American headquarters will be at Bridge Direct’s Boca Raton, FL base, Foreman said.  Some Tech 4 Kids operations will remain in Toronto where the company has 26 employees, says Foreman. Foreman will be CEO of the combined company, while Tech 4 Kids’ Brad Pedersen is President.

The new company also will have access to Bridge Direct’s recent investment in Oyo Sports. Oyo Sports is combining its licenses for construction kits with the NFL, NHL and MLB with Bridge Direct’s deal with the NBA. Oyo Sports will continue to target sporting goods and specialty toy retailers, while Bridge Direct continues with mass retailers where Oyo only had limited presence, says Foreman. Oyo Sports also will handle “hot market” custom product business through is assembly plant in Massachusetts.