Bearing up well at Jolly Awesome

Publisher signs newest cute character brand to licensing agent Toikido


At Jolly Awesome the team is very happy to be Bearly Getting By as that’s the name of its dynamic character brand that has been signed up with licensing agent Toikido.

The innovative greeting card publisher will collaborate closely with Toikido on a consumer products programme for the original IP, which has seen immediate success in the greeting card category since its launch in January.

Above: Over 60,000 Bearly Getting By cards have sold in just five months
Above: Over 60,000 Bearly Getting By cards have sold in just five months

Created by Jolly Awesome founder Matt Nguyen, 60,000 Bearly Getting By cards have been sold in just five months, with stockists including Waterstones, Scribbler, Postmark and Utility, along with international distribution.

Toikido licensing director Sabrina Segalov said: “We’re delighted to partner with Jolly Awesome to bring Bearly Getting By to a broader audience. The character’s humour and relatability have already resonated with many, and we see great potential in expanding its presence through various consumer products.

“We are committed to transforming beloved digital and creative IPs into successful physical merchandise, and Bearly Getting By is a perfect addition to our portfolio.”

Above: Matt’s new cute furry Bear went down well at Spring Fair and PG Live
Above: Matt’s new cute furry Bear went down well at Spring Fair and PG Live

The series stars the cute furry Bear who feels like an old friend and is inherently anti-social and cynical while navigating the timeless endeavours of friendship and love with a humorous twist, and tackling modern day-to-day challenges and themes of anxiety, work, dating, family, and more.

“We’re thrilled to embark on this exciting journey with Toikido,” Matt said, “and have Bearly Getting By join an incredible portfolio of brands. Sharing similar values, Toikido are fast-paced industry disruptors, and their proven track record in driving brand recognition and revenue growth for their brands will build on the early success we’ve had with Bearly Getting By greeting cards.”

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