Bulldog Licensing has extended its range of brands under the Moose Toys umbrella with the popular new launch, Magic Mixies.

This innovative 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 prestigious DreamToys list.

Bulldog will launch its licensing programme at Brand Licensing Europe (BLE), which takes place from 17 November to 19 November at ExCel London, and will be working with licensing partners across a wide range of categories to leverage the power of the brand.

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 major retailers’ catalogues.

The media noise around Magic Mixies over the launch weeks has been deafening. The cauldron has featured in national newspapers including the Daily Mirror, The Sun, The i and the Daily Mail. The Guardian called the cauldron ‘the wow toy of 2021’, while the Evening Standard said it is ‘bringing the wow factor this Christmas’.

Broadcast media have also focused on the new must-have toy. ITV morning show This Morning’s Phillip Schofield and Holly Willoughby presented the toy to their one million viewers last week, and this week the toy featured on Channel 4’s Steph’s Packed Lunch – while trade and regional press have also extolled the virtues of Magic Mixies.

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 bring the magic to life digitally.

Meanwhile an influencer campaign led by the brand’s ambassador and UK TV magician Stephen Mulhern, who demonstrated the magic to his 604,000 followers, is in full swing. Other celebrities endorsing Magic Mixies include Samantha Faiers (2.5 million followers), and US kidfluencers including Elena & Clara ( one million-plus subscribers). Moose Toys has also run a trade campaign for the line in print and online.

To underpin this marketing activity, a TV campaign has been running since 1October, and is planned for eight weeks of airtime across linear and VOD, as well as family together media, including the ad breaks of movies including The Addams’ Family and Harry Potter films.

Vicky Miller, licensing director of Bulldog Licensing, commented: “It’s been a while since we’ve seen a real must-have Christmas toy of this altitude. 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 launch the consumer products campaign for this wonderful toy, with a wealth of opportunities ready to be discussed at BLE with potential partners.”

“The worldwide excitement surrounding Magic Mixies has been extraordinary. We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined”

Paul Solomon, co-owner of Moose Toys

Paul Solomon, co-owner of Moose Toys, added: “The worldwide excitement surrounding Magic Mixies has been extraordinary. We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined. We tripled our forecast knowing this product was going to strike a chord with kids and their parents. Seeing the response and faced with current shipping challenges, we mobilised quickly – even air shipping goods to meet demand.

“While we expect Magic Mixies to be available during the holiday selling season, given the velocity in pre-order and early sales, we expect a complete sell out. 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 programmes.”

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