Brand Profile - Talking Tom & Friends

Talking Tom Heroes save the day!

The Talking Tom & Friends franchise is enjoying huge success in the gaming industry and is now poised for further growth by expanding into television, consumer products and even live entertainment. Toy World sits down with Luka Okorn, Outfit7’s Senior Lead Licensing expert, to find out more about the new Talking Tom Heroes: Suddenly Super TV series and the products which can be expected from the brand.

What can you tell us about the new TV series Talking Tom Heroes: Suddenly Super?

Talking Tom Heroes: Suddenly Super is an animated series that takes a new twist on the Talking Tom & Friends universe. The series follows Talking Tom and his best friends, Talking Angela, Talking Ben and Talking Hank, who accidentally discover a mysterious device that grants them superpowers, transforming them into a team of superheroes. Set in the vibrant, bustling metropolis of Peak City, the series mixes action and adventure as the characters embark on epic quests, tackle new challenges and face off against villains.

What makes this series unique is that it's not just about having cool powers or saving the day. At its core, it’s about the characters’ journey of self-discovery. Each episode teaches kids valuable lessons about what it means to be a hero, highlighting themes like perseverance, teamwork and using your abilities for the greater good. The show blends humour with important life lessons, making it perfect for young audiences.

Suddenly Super is set to launch on BBC’s CBeebies in the UK later this year, marking a key milestone in the series’ international growth. The series is already live on Cartoonito in Italy and is also expanding to Cartoonito across the Asia-Pacific region, including Southeast Asia, Hong Kong and South Korea. A debut in China through all Youku devices is also on the way. This is just the beginning, and we can’t wait for fans across the world to join us on this exciting superhero adventure.

What new toys will be launched to coincide with the new show, and when will they be available for retailers to stock?

To coincide with the launch of Talking Tom Heroes: Suddenly Super, we’ve partnered with Spider International to create a new toy line that will bring the heroes and their superpowers to life. This premium collection is designed to give fans a chance to bring their favourite heroes into the real world and continue the adventure beyond the screen. The toy line includes action figures, play sets and plush that capture the fun and excitement of the series, whether fans are re-enacting scenes from the series or creating their own superhero stories with their favourite characters.

The toy line will begin rolling out in Q4, starting in Italy and then expanding to key markets including the UK, Spain, Portugal and China. It’s a natural extension of the series and a way for kids to physically interact with the Talking Tom Heroes: Suddenly Super world.

Who do you see as the core audience for the TV show and the toy range?

The Talking Tom Heroes: Suddenly Super series is designed to resonate primarily with kids aged four to seven. While it connects well with pre-school-aged children, it’s also crafted to appeal to slightly older kids. In addition to the show’s core audience, the series also offers something for parents, who can enjoy the fun and positive messages alongside their kids. The toys are designed to engage this demographic, offering kids a way to interact with the characters and extend their experience of the show into their daily lives.

How will Outfit 7 be leveraging its success in the gaming field to approach the toy market? How will you be looking to connect the toys with fans through the games?

We’ve had tremendous success in mobile gaming and have accumulated over 25b downloads across our Talking Tom & Friends mobile games. While the Talking Tom Heroes: Suddenly Super series is aimed at a different audience, we’re drawing on the experience and knowledge we’ve gained from our mobile games to create a similar sense of fun and engagement in our toys and merchandise.

We’re focused on creating toys that match that same level of excitement, quality and interaction. Our gaming expertise has taught us how to create engaging experiences that capture attention and encourage interaction, and we’re applying this approach to the toy and merchandise space.

How do you see the new TV series and toy range boosting Talking Tom’s presence at retail in the coming months?

The launch of Talking Tom Heroes: Suddenly Super and its toy range presents a fantastic opportunity to capture the hearts of younger audiences, thanks to its action-packed superhero themes and relatable characters. As retailers see the success of the series and the toys among kids, we hope they’ll recognise the broader appeal of the Talking Tom & Friends brand.

To support this, we’re planning to launch a diverse range of products across multiple categories, leveraging the traction of the toy line and series. From live events and publishing to apparel and home products, this classic brand activation comes with a twist: our unique strength lies in fully backing these initiatives through the vast reach of our ‘games universe’, allowing us to truly connect the digital and physical worlds. This should encourage retailers to expand their merchandise offerings to include items that cater to older fans as well—whether it's collectibles, apparel, or other lifestyle products.