Great news for bike lovers and Star Wars collectors, as United Wheels confirm that Huffy Bikes will be in UK stores ahead of the Black Friday and Christmas rush, bringing an assortment of branded children’s pavement bikes, ranging from 12” to 20” wheel sizes, with the adult range to follow. From 2022, Huffy have the license to produce Disney branded – and that includes Star Wars – bikes.
This marks the start of a huge brand development strategy for Huffy, with many launches and exclusive ranges planned for the year ahead, along with full distribution rights to produce Disney products from 2022 across the EU, as reported in Toy World last month.
United Wheels UK, part of privately held Covation Holdings Ltd, announced a new licence agreement for Disney, Marvel and Lucasfilm film properties for UK, Ireland, France, Iberia, Italy, Germany, Benelux and Africa territories. Disney and United Wheels’ affiliate, Huffy Corporation, have worked together in the US since 1996, and this agreement between United Wheels and Disney expands the existing partnership to include EMEA.
Covation Holdings announced the expansion of its global footprint into the European market with a new UK sales hub last year. Having now opened its new EU office, United Wheels is well placed to help drive continued growth of the Disney licences across these new territories.
“Our company has had a long relationship with Disney,” Jon Tilley, general manager of United Wheels UK, told Toy World. “It was only natural for us to reach out to Disney when we decided to make a concerted effort in Europe, to find mutually beneficial ways to work together. Since then, we have invested in building a strong EU team and infrastructure and will focus on supporting each market with in-country-specific teams and local distribution operations.”
