News Analysis - Toikido

Toikido gets saucy with Tingly Ted’s

At the end of August, Toikido announced a strategic licensing partnership with Tingly Ted’s, the innovative hot sauce brand created by music megastar Ed Sheeran. Promising to introduce a wide range of Tingly Ted’s-branded consumer products to fans around the world, the collaboration has set tongues wagging. Here, Toikido CEO Darran Garnham tells Toy World readers why he’s relishing this new opportunity.

What do you see in the Tingly Ted’s brand that made you want to work with it?

Tingly Ted’s is a brand that perfectly marries creativity with authenticity, two elements that are at the heart of what we do at Toikido. The brand’s unique positioning, with its roots in Ed Sheeran’s personal love for sauces and its playful, slightly edgy character, resonates deeply with our approach to developing product-led IPs. We see tremendous potential in bringing Ted’s personality to life through merchandise that fans can connect with on a personal level, whether it's through collectible toys, fashion, or other lifestyle products.

What does Tingly Ted’s bring to the Toikido portfolio, and how does it fit into your wider business strategy?

Tingly Ted’s adds a fresh dimension to our portfolio by bridging the gap between food culture and consumer products. It fits seamlessly into our strategy of building worlds around strong, character-driven brands. With Tingly Ted’s, we have the opportunity to create an ecosystem where fans can engage with the brand in multiple ways, from playing with Ted-themed toys to wearing apparel that captures the brand’s cheeky, adventurous spirit. This aligns with our goal of creating value at every touchpoint and expanding our reach into new and exciting categories.

Why do you think Ed Sheeran and WMX chose to collaborate with Toikido on this?

Toikido’s reputation for innovation, and our ability to gamify and story-tell through products, made us a natural partner for Tingly Ted’s. Ed Sheeran and WMX have recognised our track record in swiftly bringing high-quality products to market, as well as our commitment to capturing the essence of a brand. We share a common vision of pushing boundaries and engaging consumers in new, imaginative ways, which is why this collaboration makes so much sense.

What can you tell us at this stage about Tingly Ted’s licensing programme, particularly when it comes to toys and collectibles? How might the toy range end up looking and when can we expect to see the first products on-shelf?

Our approach to the Tingly Ted’s toy and collectible range is rooted in the brand’s personality - bold, unique and a bit cheeky. Fans can expect high-quality products that reflect Ted’s character, from plush toys that bring out his softer side to collectibles as cool and edgy as the brand itself. We’re also exploring innovative concepts such as reversible plush toys and premium collectibles that resonate with adult fans. We anticipate the first products will hit shelves by mid-next year, aligning with our strategy to deliver a complete, multi-platform experience for fans.

Do you think the demand for licensed Tingly Ted’s consumer products reflects any wider industry themes or evolving consumer behaviors?

Absolutely. The demand for Tingly Ted’s products is a reflection of broader trends where consumers are increasingly seeking out brands that offer both authenticity and uniqueness. Fans are looking for products that resonate with their personal identity and lifestyle, which Tingly Ted’s - with its mix of relatability and adventureoffers in spades. This trend of blending food culture with lifestyle and entertainment is something we’re seeing across the industry, and Tingly Ted’s is at the forefront of this movement.