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Magic Mixies continues to make licensing and broadcasting in-roads

Bulldog Licensing has confirmed major wins in licensing, broadcasting and at retail for Moose Toys’ Magic Mixies.

The new product launches and continuing success for both product sales and the new-to-Netflix kids’ show are boosting an already successful brand, which continues to grow within and beyond the toy category – with more licensing extensions signed or on the way.

At retail, nightwear pyjamas and onesies company Aykroyds TDP launched a successful range of kids’ nightwear through a number of retailers including George at Asda and Character.com. Meanwhile, Kokomo will be launching a number of Magic Mixies ranges, including a Bath Potion gift set and Popping Bath Crystals, at the end of this year.

New licensing activity continues apace. Housewares specialist DNC is planning a spring/summer 2024 launch for its range of insulated, reusable containers for healthy food and drink and the first publishing lines, while Curious Universe will be joining the programme when its launches later in 2023.

Bulldog is now in advanced discussion with a number of partners across secondary toy, arts and crafts and activity, publishing, home and further soft lines, with new announcements expected shortly.

Meanwhile, content wise, the series has already had 17.5 million views on YouTube to date; it launched globally on Netflix on 3 April.

The activity further builds on the success of the Magic Mixies toys range, which began with the Magic Mixies Cauldron.

“Magic Mixies is the latest Moose Toys original brand to take off beyond the toy aisle – and already one of the biggest,” commented Sophie Yates, brand manager at Bulldog Licensing. “Its entertainment and licensing extensions have translated into incredible sales and helped fuel growth for the property. We’re looking forward to many more announcements in 2023.”

Lucy Wynn-Jones, licensing director at Moose Toys, continued: “We’re delighted with the phenomenal growth in popularity of the Magic Mixies brand. With retail demand still high, a hit streaming show and discussions under way with a number of potential partners about licensing in ever-more diverse categories, this is going to be a very busy year.”

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