Rubber Road’s Liam Taylor on the hatching of TUBBZ Mystery Eggs, keeping the innovation coming, keeping relevant and driving the brand on to greater heights.
LicensingSource.net catches up with a selection of licensees across key categories to find out their summer success stories, what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2026 and their main goals for 2027.
Today: Liam Taylor, head of commercial and licensing, Rubber Road.
“The highlight of this summer is absolutely the hatching of TUBBZ Mystery Eggs – our first foray into the blind collectables sector which we’ve seen amazing sell-through on. Some retailers have been clocking over five figure volume sell-through per week.
It was important to drop this new collection with a strong, global brand holding mass appeal among the younger audience – and with Minions & Monsters hitting cinemas, Minions was the perfect choice to kick things off. Mystery Eggs are the ultimate ‘egg hunt’ offering a rarity scheme adding more excitement to the unboxing and collecting experience. There are 2 ‘rares’ – Silver Bob and Silver Stuart – with the ultimate prize being a Golden Gru.
We remain confident in TUBBZ sales continuing to rise as we aim for our best year to date. We have big orders with big retailers for Q4 thanks to some fantastic new characters joining the TUBBZ line-up and two more Mystery Eggs drops coming in the autumn.
Our goal for 2027 is to keep innovating and keep relevant to take the TUBBZ brand to greater heights. We are committed to establishing TUBBZ in the blind category and have some fantastic new licences dropping next year. In addition, we are very excited about another new form factor for TUBBZ that is on the way; something totally different to what we have in the current duck portfolio that is sure to be popular as an impulse/gifting purchase.”
This feature originally appeared in the autumn 2026 edition of Licensing Source Book. To read the full publication, click on this link.
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