Bulldog Licensing has welcomed a further two licensees to the programme for Moose Toys’ Magic Mixies brand.
Kokomo is planning bath, body, dental and gifting lines, while RJ Bags will make a line of bags, backpacks and umbrellas featuring some of the most popular characters from the Magic Mixies YouTube series.
Magic Mixies captured the imagination of children across the world when the Magic Mixies Cauldron launched for Christmas 2021. The product appeared across top toy Christmas lists including DreamToys and picked up strong press coverage, with stock selling through as soon as it hit shelves.
The brand has grown further in 2022 with the launch of Magic Mixie webisodes on YouTube, introducing fans to the world of Mixia – where Magic Mixies live alongside other magical creatures, the Mixlings.
Mixlings collectables launched in May, and the Magic Mixies Mixlings Magic Castle Play-set has just been announced on this year’s DreamToys list. It also won Creative Toy of the Year 2022 at The Toy Foundation’s Toy of the Year Awards. The brand was the number three new property in the market in September.
In addition, the follow up to the Magic Mixies Cauldron – the Magic Mixies Crystal Ball – launched on 1 October and immediately made it to the number three toy in the market for the month (NPD Oct 22).
Supporting the brand further is a heavyweight marketing campaign from Moose including TV, digital (including YouTube pre-roll), animated pre-roll, influencer campaigns, interactive AR app filters, print and online.
“Last year’s must-have Christmas toy is fast becoming this year’s big licensing hit,” commented Vicky Miller, licensing director at Bulldog Licensing. “We’re delighted to welcome Kokomo and RJ Bags, two respected leaders in their field, to the Magic Mixies family and expect many more big consumer products names to come on board in the coming months.”
Neil Shinner, ceo at Moose Toys Europe, continued: “Magic Mixies sales have far outstripped our early estimates and continue to set records. With the arrival of Magic Mixies-inspired consumer products from RJ Bags and Kokomo, it’s clear that Magic Mixies is already well on the way to being the next mega franchise to launch from a hit toy.”
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