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Bulldog Licensing adds new partner brace for Moose Toys’ Magic Mixies

Bulldog Licensing has welcomed a further two partners to the programme for Moose Toys’ Magic Mixies brand.

William Lamb Group is planning a range of footwear, bags, purses and accessories for the property. Launching initially with a retail exclusive bag in spring 2024, the full range of products will be in development later in the year.

In addition, Imagine8 will be developing Magic Mixies jewellery and accessories. The licensee will be launching with a retail exclusive cap and sunglasses in the spring.

Both ranges will be aimed at the children’s and tweens’ market, making full use of the colourful characters, logos and imagery that have strengthened the success of the Magic Mixies brand in the toy and plush space.

“This innovative and colourful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories,” commented Sandra Vanstan, head of licensing at William Lamb Group. “We’re enormously excited to be taking Magic Mixies into footwear, umbrellas and more, in which we are certain the brand will enjoy even more success.”

Norman Thompson, md at Imagine8, continued: “Bringing together the massive appeal of Magic Mixies with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories. Jewellery and accessories are perfect for Magic Mixies, and we’re delighted to have been chosen to bring these key products to retail across the UK.”

The Magic Mixies series – which initially launched on YouTube and Kidoodle TV in May 2022, followed by a global launch on Netflix in early 2023 –  is further helping to strengthen the brand.

Nightwear from Aykroyds TDP and publishing lines from Curious Universe appeared in 2023 and will soon be joined by insulated, reusable containers for healthy food and drink from DNC, and a Bath Potion gift set and Popping Bath Crystals from Kokomo.

Bulldog is also in advanced discussions with several partners across secondary toy, arts and crafts and activity, publishing, home and further soft lines, with new announcements expected shortly.

Rob Corney, md at Bulldog Licensing, commented: “The phenomenal success of Magic Mixies continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field like William Lamb and Imagine8. We’re thrilled to welcome these high quality partners to a campaign that is getting more exciting by the day.”

Lucy Wynn-Jones, licensing director at Moose Toys, concluded: “These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things Magic Mixes. With retail demand high, a hit streaming show and more licensee announcements on the way,  our partners continue to build on the momentum of Magic Mixies.”

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