Toy market news

British bicycle brand United Wheels lands EMEA-wide partnership with Disney, Marvel, and Lucasfilm

The British bicycle brand, United Wheels UK Limited has detailed a new multi-territory licensing partnership with Disney, Marvel, and Lucasfilm movie properties as the company eyes further growth across the European markets and beyond.

Its latest agreement will see the property rights extended across the UK, Ireland, France, Iberia, Italy, Germany, Benelux, and Africa, building on a partnership that United Wheels’ affiliate, Huffy Corporation, has had with Disney since 1996.

From this month, United Wheels will begin marketing Huffy-designed Disney, Marvel, and Lucasfilm licensed wheeled products for order. These lines will be ready for shipment from early 2022.

The extension of the partnership to include EMEA distribution follows the firm’s establishment of its new EU office last year. United Wheels believes it is now well placed to help ‘drive continued growth of the Disney licenses’ across the regions.