Bulldog Licensing welcomes Magic Mixies to its portfolio

Bulldog Licensing has extended its range of brands under the Moose Toys umbrella, adding new launch Magic Mixies to its line-up.

The magic cauldron has caught the attention of the nation and has already become the third best selling Moose UK brand STD, having also recently been further boosted as UK retailers chose the toy as one of the top 12 Christmas toys for 2021 on the Dream Toys list.

The sales of the interactive Magic Mixies toy have rocketed the brand to become the highest grossing sku in Moose Toys’ history with stock selling through as soon as it hits shelves.

Retailers are experiencing huge success for the toy ahead of Christmas – Hamleys has included Magic Mixies in its top 10 Christmas toys list, others are already flagging the item as ‘limited stock’ online, while one major multiple sold out of the toy in just five days.

Playing a big part in Christmas campaigns, Magic Mixies has also featured prominently in all major retailer catalogues.

PR activity is being supported by a fully integrated campaign from Moose Toys with three million impressions to date across YouTube pre-roll, animated pre-roll and an interactive interstitial to help bring the magic to life digitally.

An influencer campaign is also being led by the brand’s ambassador, Stephen Mulhern, who demonstrated the magic to his 604,000 followers.

A TV campaign has also been running since 1 October and is planned for eight weeks of airtime across linear and VOD, as well as ‘family together media’, including the ad breaks of films including The Addams’ Family and Harry Potter films.

Bulldog will launch the licensing programme at next week’s BLE (17-19 November) and will be looking for partners across a wide range of categories.

“It’s been a while since we’ve seen a real must-have Christmas toy of this altitude,” commented Vicky Miller, licensing director at Bulldog Licensing. “Moose Toys has created a winning product and everyone who sees it is falling in love with it and immediately snapping it up.

“Magic Mixies has become an immediate household name and we are raring to go to launch the consumer products campaign for this wonderful toy, with a wealth of opportunities ready to be discussed at BLE with potential partners.”

Paul Solomon, co-owner of Moose Toys, continued: “Magic Mixies will be the next mega franchise to launch from a hit toy. We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programs.”

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