Bulldog Licensing, one of the licensing industry’s leading agencies, has announced major wins in licensing, broadcasting and at retail for Moose Toys’ Magic Mixies.
New product launches and continuing success for both product sales and the new-to-Netflix kids’ show are boosting an already phenomenally successful brand, which continues to grow within and beyond the toy category – with more licensing extensions signed or on the way.
At retail, nightwear pajamas 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, a market leader in the UK health and beauty market, 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. Leading 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, from Curious Universe, will be joining the program= when they launch 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.
Bulldog and Moose Toys are building on Magic Mixies’ astonishing strength at retail, which saw it hit the Number One Property spot in the Special Feature Plush listings in 2022 while, in the same period, the Cauldron was Number One Best Selling Item in the Special Feature Plush listings. In fact, the Mixies property saw a staggering 92% growth year on year in 2022 and 2023 has seen further success. The New Magic Color Surprise Cauldron entered the Special Feature Plush listing at number 8 in its launch month of February. The property has also had two top ten items in the Playsets, Dolls and Collectibles year to date chart including Number Two Property in the Special Feature Plush list and Number Three Property in Playsets, Dolls and Collectibles.
And now there’s a content series, which has already had 17.5 million views on YouTube to date; it launched globally on Netflix on 3 April. In the show the adventurous Sienna accidentally finds an entrance to a mystical world that is inhabited by magical creatures such as Mixies and Mixlings.
This activity builds on the incredible success of the Magic Mixies toys range, which all began with the Magic Mixies Cauldron. This special toy comes with a spell book and everything else needed to mix a potion to create an interactive magical Mixie pet. It has been a runaway hit since launch, both in its own right and as inspiration for licensed products.
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!”