Dan Dee International has acquired global master toy rights to tween lifestyle brand SMOKO, which revolves around taking small breaks in the day to relax and have fun with its plush characters.
The companies will collaborate on the design of a new consumer products range spanning plush, collectibles, home decor and seasonal gift items. Dan Dee plans to manufacture and distribute these new SKUs worldwide in summer 2025, and SVP of global licensing Menal McGrath is working to secure retail partners in department store, specialty and mass-market channels.
SMOKO launched in 2009 as a plush brand for tweens, and its family of Kawaii-inspired characters includes Uni Unicorn, Nari Narhwal, Butta Toast and Orochi Dragon. Prior to this new partnership with Dan Dee, the company produced its own polyester-stuffed plush toys, selling them exclusively on its DTC website. SMOKO also runs a quarterly subscription service that sends out boxes containing six exclusive products related to a different theme each time, such as dinner, desserts and farm fresh veggies.
SMOKO has also collaborated with Cloudco Entertainment, Sanrio and SEGA of America to create co-branded plush ranges for Care Bears, Hello Kitty and Sonic the Hedgehog.
Based in LA, Dan Dee hired Menal—a seasoned licensing exec who previously worked at Disney, Mattel and Moose Toys—in March 2023. The company’s other licensing partners include Crayola, Afro Unicorn, Bluey and Thomas & Friends.