Established just a few weeks ago by three seasoned industry execs, a brand-new toyco called Kidazzle has won the master toy license for Lion Forge Entertainment’s animated series Iyanu (pictured), which is set to premiere on Cartoon Network and Max in 2025. 

The Florida-based company will manufacture and distribute dolls, action figures, playsets and accessories based on the comic book adaptation about a Nigerian teenager who discovers she has ancient powers that must be used to thwart an evil in her homeland threatening the whole world.

Led by CEO Steve Rosenthal, EVP Don Robbins and SVP of marketing and product development Jeff Jones, Kidazzle is at Licensing Expo this week showing off an early look at the Iyanu toy line they’ve developed.

All three execs have plenty of relevant toy industry experience. Rosenthal hails from Remco Toys, where he worked for 20 years on licensed action figure lines for brands like Marvel, DC and the Powertown All-Star wrestlers. Don Robbins previously served as a general merchandise manager at Toys “R” Us, where he oversaw international retail sales. And Jeff Jones used to work at Hasbro (SVP of marketing and new product development) and WowWee (VP of marketing and product development). 

Licensing agency All American Licensing brokered the multi-year partnership between Lion Forge and Kidazzle.