December 4, 2024 – Seattle, WA - Sky Castle Toys, a social media and collectibles toy company, and Jazwares, a leading global toy company, today announced a multi-year partnership that will expand and strengthen the distribution, brand development, and intellectual property management of Sticki Rolls™, the popular trend-setting collection of wearable and sharable sticker bracelets and children’s jewelry line. The partnership positions Sticki Rolls for expanded availability and enhanced consumer engagement across key regions.

Under the terms of the agreement, Jazwares will manage the sales and distribution of Sticki Rolls to mass, club and grocery retailers in the U.S.; mass and specialty retailers in Canada; and across all channels of trade in major European markets including Germany, France, Benelux, Austria, and Switzerland.

“Since its debut this year, Sticki Rolls has become a popular fashion statement blending the appeal of Kawaii-inspired stickers with jewelry, and the fun of wearable art,” said Herb Mitschele, Executive Vice President of Global Sales and Planning at Jazwares. “We look forward to working with the Sky Castle team to broaden the Sticki Rolls brand’s distribution reach and brand appeal,” continued Mitschele.

“Joining forces with Jazwares to supercharge our mass market presence means we can scale the Sticki Rolls brand to reach more retailers and more consumers,” said Josh Loerzel, President of Sky Castle Toys.

Sticki Rolls has captivated tweens and kidults worldwide with its unique combination of fashion jewelry, kawaii-inspired sticker designs, and self-expression. The brand’s social presence has skyrocketed since launching at VidCon in June 2024 amassing nearly 300 million video views on YouTube and growing its social media following to over 400,000 passionate fans. Its humorous story-telling videos featuring cute characters and Kawaii art have become a pop culture favorite.

“Jazwares is an ideal partner for Sticki Rolls, with its proven track record of scaling collectible toy brands and its strong global distribution network,” added Loerzel. “This collaboration is a significant step forward in solidifying Sticki Rolls as a global pop culture phenomenon.”

While relatively new, Sticki Rolls has quickly garnered worldwide recognition and won numerous toy awards including a nomination for The Toy Foundation™ 2025 Collectible of the Year (TOTY®) Award, The Toy Insider’s 20 Under $20 List, Good Housekeeping® 2024 Best Toy Award Winner, Parents “Best Big Kid Toy of 2024,” PAL Award 2024, NAPPA Award 2024, Clamour Influencer’s Choice List and was a People of Play TAGIE Award nominee.

For more information contact:

Sara Rosales, Jazwares: pr@jazwares.com

Amy Friedland, Carve Communications for Sky Castle Toys: amy@carvecomms.com

About Jazwares

Jazwares, a Berkshire Hathaway company, is a leading global toy manufacturer with a robust portfolio of owned and licensed brands. Founded in 1997, Jazwares celebrates imaginative play with a progressive focus on identifying new and relevant trends to transform into high-quality products for consumers of all ages. Jazwares engages consumers through innovative play experiences with popular brands such as Squishmallows™, Pokémon™, Hello Kitty™, Star Wars™, Disney™, BumBumz™, and Adopt Me™. In addition to toys, offerings include virtual games, costumes, and pet products. Headquartered in Plantation, Florida, Jazwares has offices worldwide and sells its products in over 100 countries. For more information, visit www.jazwares.com and follow us on LinkedIn, X, Instagram, and Facebook.

This release contains disclosures that are forward-looking statements as defined in the Private Securities Litigation Reform Act of 1995.  Forward-looking statements include all statements that do not relate solely to historical or current facts and can be identified by the use of words such as "may," "will," "expect," "project," "estimate," "anticipate," "plan," "believe," "potential," "should," "continue" or the negative versions of those words or other comparable words.  These forward-looking statements are based upon Jazwares' current plans or expectations and are subject to several uncertainties and risks. These statements are not guarantees of future performance, and Jazwares has no specific intention to update them.  As a consequence, current plans, and anticipated actions may differ from those expressed in any forward-looking statements made by Jazwares or on Jazwares’ behalf.”

About Sky Castle Toys
Sky Castle Toys was founded in 2020 and has grown rapidly behind the strength of its social media story-telling and trend-setting toy brands including the popular Sticki Rolls, Goo Games, and DoodleJamz brands. Its products are distributed in over 50 countries.  Sky Castle Toys has quickly become a powerhouse known for designing toys that capitalize on emerging social trends. With a commitment to innovation and story-telling, Sky Castle Toys delivers engaging play experiences for children around the world.

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