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In August 2017, WowWee introduced us to the world of Fingerlings wearable interactive toy monkeys on what it dubbed #FingerlingsFriday. From the start, the company took an integrated marketing approach for the line, utilizing its relationships with top social media influencers to generate a buzz and ensure—especially in a category as populated as collectibles—Fingerlings was visible.

Since then, the brand has only grown in popularity, expanding with new (and often hard to find) characters that include sloths, unicorns, two-tone and glitter monkeys, and more recently Untamed Raptors and Mini Fingerlings. Fingerlings Hugs, a line of interactive plush,  will also launch later in the year.

WowWee appointed Striker Entertainment in February to manage the brand and help take it to the next level. Since then, Striker has been at work developing the Fingerlings world and its characters.

“If you introduce a toy and it’s super hot, then it has a moment,” says Russell Binder, founding partner at Striker. “If you introduce characters that people care about and a world in which those characters live where there’s fun, aspiration, and conflict, then you’re creating something that has potential longevity.”

Earlier this month, the Fingerlings YouTube channel debuted with three programs building out fan-favorite characters with content that speak to today’s kids.

The short-form Fingerlings Tales animated series follows the adventures of Bella, Boris, Gigi, Marge, and friends in their hometown of Melody Village. The channel also hosts the live-action variety show, The Fingerlings Show (hosted by Bella and Boris) and Hangin’ with Gigi!, a weekly video conference interview featuring top toy influencers. New episodes air every week. 

The consumer products program has thus far focused on the longer lead-time categories, while also complementing WowWee’s product in the toy aisles. More recently, Fingerlings signed on licensees including Accutime for watches, Handcraft for underwear, Jay Franco for bedding, Midlon for confections, Sunstaches for novelty eyewear, Sambro for back-to-school items (EMEA), and ADDO for crafts (EMEA, Australia, New Zealand). They join Allstar Vending, Bioworld, Cardinal, Commonwealth, Innovative Designs, Super Impulse, and Tara Toy. 

Product soft launched in retailers such as Target, Walmart, Kohls and Five Below with bedding, apparel/underwear, puzzles/games, plush, and stationery. The bulk of the program, including additional product categories, is set to release this holiday. 

“Whether kids are brushing their teeth with a Fingerlings toothbrush or sleeping on a Fingerlings pillow, it’s about making sure that Fingerlings are present in this 360 world that kids are in,” says Sydney Wiseman, creator and brand manager of Fingerlings.