WildBrain CPLG has secured its first wave of licensees in the US and Canada for Moose Toys’ mega hit and sell-out success, Magic Mixies.
The partnerships build on the global success of Moose Toys’ core toy programme for the property, which spans the Magic Mixies Magic Cauldron and Magic Mixies Magical Crystal Ball, alongside a growing line of Magic Mixies Mixlings collectables.
The first roster of cross category licensees secured by WildBrain CPLG for Magic Mixies include Bentex for apparel; Centric for sleepwear, hosiery and beauty; Franco Manufacturing for homewares and bedding; HarperCollins for publishing; InnovativeDesigns for stationery, arts and crafts; and Mad Engine Canada for apparel and hosiery (Canada only).
Following the success of the Magic Mixies toy range, Moose Toys has also developed a comprehensive content programme which WildBrain CPLG has enhanced with an extensive licensing portfolio. Deals secured include a publishing programme with HarperCollins to expand the world of the Magic Mixies Mixlings into books.
Magic Mixies content is available on YouTube, with more than 12.7 million views generated for the two released seasons and a third season rolling out now. Two Magic Mixies specials recently launched on Netflix featuring content from seasons one and two, following Sienna, a young girl who unlocks a glittering pathway to Mixia, a mystical land filled with magic creatures, the Mixlings, and new adventures.
“The Magic Mixies toy range has quickly captured the imaginations of kids and families around the world and become a true sales juggernaut, with Moose Toys building a fantastic content offering as part of its magical success,” commented Jasen Wright, vp North America at WildBrain CPLG. “As Magic Mixies fandom continues to build, we’re thrilled to elevate the brand’s merchandise offering through these new licensing partnerships, which will see the celebrated property enter new aisles and bring many more fresh and creative ways for fans to engage with this enchanting property.”
Ronnie Frankowski, chief commercial officer at Moose Toys, continued: “All toys are truly magical in their ability to spark kids’ imaginations, and with Magic Mixies, we take it one step further by bringing real magic to wow and delight kids around the world. We can’t wait for the newest Magic Mixies big reveals which will give kids new ways to ‘mix’ Mixies into their day.
“In WildBrain CPLG we have a partner who delivers an impressive licensing line-up that ranges from fun to functional to fanciful for kids to expand their magical world of Magic Mixies.”
WildBrain CPLG is the licensing partner for Magic Mixies in the US and Canada. The company is exhibiting on booth F214 at this week’s Licensing Expo (13-15 June).