Maxx Group / Yüme
Top IPs for attractive toys
Founded in 1997, Maxx Marketing (later expanded to Maxx Group) specialized in promotions, collaborating during the following years with brands like Kellogg’s, McDonald’s, Danone and Coca Cola, among others. In 2017 the company’s activities started including licensing and consumer products through the establishment of Licensing Matters Global and YuMe Toys.
“Because of the acquired experience, entering the world of toys as a licensee was a natural extension”, says Yogan Yoganandan, EMEA Marketing Manager at YuMe Toys. “We want to be famous by creating toys that obtain the world’s interest. We propose fun toys and collectables knowing what the market requires and working with top IPs such as Baby Shark, Stranger Things, Harry Potter, Netflix, Disney and Marvel brands. This year there is a special collaboration with Sanrio as Hello Kitty celebrates her 50th anniversary. Consumer feedback confirms our toys are well-known around the world”.
Daniel Petcu, Sales Director EMEA, points out that the YuMe catalogue features collectibles, figurines, animatronic toys, plush toys, dress-up, anime and more categories.
“While we are discussing with big Italian retailers, all lines were available at Toys & Baby Milano in order to make sure that we reach small retailers too”, explains Petcu. “In Italy we have 15 sales agents, and the results are already good: we started in January this year after a first trial in 2023. Our prices are really attractive and reflect where the market is currently. We are also bringing, for the first time ever, a collection of top IPs contained in one product – the Netflix Countdown Gift Box, which will include gifts from leading properties such as One-Piece, Squid Game, The Witcher, Stranger Things and Rebel Moon. It’s a gift for the entire family with surprises for everyone”.
