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Disguise continues European expansion with new partnerships

Smiffys is on board to distribute the range to UK indies and some online channels, while Goodmark will service independents across France and Benelux, and Amscan Europe will distribute to indies in Germany and retailers in its group.

In the new distribution deal, Smiffys will hold the rights to sell Disguise costumes and accessories to its extensive independent UK customer base, as well as selected online retail channels outside Amazon.

Dominique Peckett, director, Smiffys, commented: “This is excellent news for Smiffys and its customers, who are now able to access Disguise’s extensive rantge of licensed costumes in addition to our own comprehensive product line.

“We will be offering established best-selling dress up properties such as Disney Princess, Frozen, Toy Story, Power Rangers, Funko Pop Masks, Minecraft, Super Mario Brothers and Transformers. Stock will be held in our warehouse and delivered to our customers along with their normal Smiffys orders. This move further enhances Smiffys’ position as the leading distributor of dress up products to the UK market.”

The deal builds on the European growth of the Disguise business, which was bolstered earlier this year when the company extended its 30-year partnership with Disney in North America, to launch in EMEA.

In 2019, Disguise announced a strategic distribution partnership with MorphCostumes, which represented a significant milestone in the company’s efforts to expand its global footprint. The addition of Disney for 2022 has further strengthened this partnership.

Gregor Lawson, co-founder of MorphCostumes, said: “We’ve been in partnership with Disguise for three years and it’s been a real success for the business. We complement each other well whereby Disguise bring their world class portfolio of licensed costumes and design skills, we bring Amazon expertise and European market knowledge. The relationship and business performance continues to go from strength to strength.”

In France and Benelux, Goodmark and Disguise have partnered to service independents across the region

Tom Van de Venster, sales and marketing manager, Goodmark, added: “At Goodmark, we are in the fun, celebrations, seasonal and social pleasure business. Pleasure and fun for the consumers worldwide. Bringing products to families that are tested and quality proven, delivered on time and with the commitment of good service by our team.

“Goodmark Europe is honoured to be chosen by Disguise as their preferred partner for France and Benelux. The licensed costumes range matches perfectly with the goal of Goodmark to bring fun and happiness to families. We thank the Disguise team for their trust and we look forward to a long-term cooperation with many new exciting products to offer in the French and Benelux market.”

Finally, Disguise has partnered with Amscan Europe to distribute its range of licensed costumes to the independent retail sector in Germany, as well as the retailers in its group of Livario and Party Delights.

Jürgen Mueller at Amscan Europe, added: “In the last few years, we at Amscan Europe have put a strong focus on expanding our licensed dress up portfolio. We are now looking forward to collaborating with Disguise in the German speaking markets by adding officially licensed Disney costumes to our assortment.

“With our wide presence across all retail channels and the group’s own e-commerce platforms, we are convinced this will be a beneficial partnership for both companies.”

As well as these strategic partnerships, Disguise is working closely with several partners across the EU and the UK to secure coverage in all retail channels.


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