by Carve Communications | 24 Jan 2025
Press Release
The global craze recognized at the 60th UK Toy Industry Awards.
SEATTLE, WA (JANUARY 24, 2025) - The sticker bracelet that has taken the world by storm and generated hundreds of millions of views on social media has been crowned Creative Toy of the Year at the 60th U.K. Toy Industry Awards!
Sticki Rolls, which is distributed by Character Options in the UK, has become a global phenomenon since its launch in summer of 2024. This highly popular brand of wearable, sharable sticker bracelets and sticker collection book has quickly revolutionized how kids collect, share and showcase their stickers! At the heart of the craze is the Sticki Rolls Sticki Book Pack which has quickly become one of the brand’s standout products.
This pocket-sized collector book features 50 interactive pages to collect and display Sticki Roll stickers that are found on Sticki Roll bracelets.
“Sticki Rolls is a perfect example of how pop culture and social media trends can spark product creativity and innovation in toys.” says Lev Nelson, CEO of Sky Castle Toys. “The concept came from the friendship bracelet trend and we translated that into a product that allows kids to interact with stickers as a form of self-expression and collectability. To see that idea transformed into a global phenomenon and recognized with this award is truly humbling. A special thank you to Character Options for their incredible support in making Sticki Rolls such a success in the UK.”
Since its debut at VidCon in June 2024:
Fans can look forward to an exciting Spring line-up of new products, including the highly anticipated Sticki Roll Anna and Erin BFF 2-pack, inspired by the dynamic creators who continue to captivate audiences with their friendship and love of all things Sticki Rolls. Anna and Erin will also make a special appearance at New York Toy Fair on March 1st and 2nd.
Additionally, Sky Castle Toys and Character Options will unveil a host of brand extensions at the Nuremberg Toy Fair. Highlights include:
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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.
ABOUT CHARACTER OPTIONS
Character Options (the main trading subsidiary of The Character Group plc) is a leading UK-based toy company and designs, manufactures and distributes a wide range of toys, games and playthings. Many of its products feature or are based on popular television, film, comic and digital characters, reproduced under licence from the brand owners. The principal markets for its products are UK and Scandinavia, however, the products’ penetration into other international territories is growing, particularly in the USA/North America and other parts of the EU/Europe. Character Options also partners on an exclusive basis with other overseas-based toy producers, either to market and distribute their products in the UK or to collaborate to jointly-develop and distribute toy products and ranges worldwide. Character Options’ diverse product ranges focus on key areas within the toy sector; these include Pre-school, Boys, Girls, Activity and Crafts.
Carve Communications for Sky Castle Toys
Amy Friedland, amy@carvecomms.com
Emily Auriemma, emilya@carvecomms.com
Linda D’Isa, linda@carvecomms.com
Susan O’Sullivan, susan@carvecomms.com
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