Bulldog and Moose Toys are celebrating the success of the Magic Mixies range which is, the companies noted, enjoying “astonishing strength at retail”.
And the success in the plush and other categories is kicking off a further range of licensing activity for the brand, taking it beyond just toys.
Recent retail launches for the likes of Aykroyds TDP (kids’ nightwear) and forthcoming moves into areas such as health and beauty (with Kokomo for Magic Mixies bath potions and more) show its continued appeal, with further licensing deals inked for food and drink containers with DNC and Curious Universe (for publishing).
“ 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!”
Lucy Wynn-Jones, Licensing Director at Moose Toys
Bulldog said it was expecting to sign further deals across areas such as “secondary toy, arts and crafts and activity, publishing, home and further soft lines”.
And in toys, Magic Mixies was number one property in special feature plush listings in 2022 and number one bestselling item with the Cauldron. It saw 92% growth in 2022, with further growth this year too.
The brand is expected to grow further on the back of the April Netflix launched, which joined its YouTube success.
Sophie Yates, Brand Manager at Bulldog Licensing, commented: “Magic Mixies is the latest Moose Toys original brand to take off beyond the toy aisle – and already one of the biggest. 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, added: “ 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!”
