By Allison Watkinson
TLL Reporter
Bulldog Licensing has announced two new partners for the phenomenally successful Magic Mixies property, from innovative toymaker Moose Toys.
William Lamb Group, a major name in footwear for over 130 years and an expert in design-to-delivery production, is planning a range of footwear, bags, purses and accessories for the Magic Mixies brand. Launching initially with a retail exclusive bag in spring 2024, the full range of products will be in development later in the year.
“This innovative and colourful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories,” said Sandra Vanstan, head of licensing at William Lamb Group. “We’re enormously excited to be taking Magic Mixies into footwear, umbrellas and more, in which we are certain the brand will enjoy even more success.”
Additionally, Imagine8, which specialises in manufacturing licensed character merchandise and offers a comprehensive supply chain solution for the world’s leading children’s brands, will be developing Magic Mixies jewellery and accessories. Imagine8 will be launching with a retail exclusive cap and sunglasses in the spring.
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“Bringing together the massive appeal of Magic Mixies with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories,” said Imagine8 managing director Norman Thompson. “Jewellery and accessories are perfect for Magic Mixies, and we’re delighted to have been chosen to bring these key products to retail across the UK.”
Both ranges will be aimed at the children’s and tweens’ market, making full use of the colorful characters, logos and imagery that have strengthened the success of the Magic Mixies brand in the toy and plush space.
Magic Mixies is also a hit on streaming services. The Magic Mixies series, which Initially launched on YouTube and Kidoodle TV in May 2022, followed by a global launch on Netflix in early 2023, is boosting an already phenomenally successful brand within and beyond the toy category that made it famous.
Nightwear from Aykroyds TDP, and publishing lines from Curious Universe appeared in 2023 and will soon be joined by insulated, reusable containers for healthy food and drink from DNC, and a Bath Potion gift set and Popping Bath Crystals from Kokomo, along with the new ranges from William Lamb Group and Imagine8.
Many more licensing extensions have been signed or on the way. Bulldog says it is in advanced discussions with several 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’ strength at retail, which has shown rapid growth since it first launched, supported by strong marketing.
“The phenomenal success of Magic Mixies continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field like William Lamb and Imagine8,” said Bulldog MD Rob Corney. “We’re thrilled to welcome these high-quality partners to a campaign that is getting more exciting by the day.”
The string of successes has been great news for Moose Toys, said the company’s licensing director, Lucy Wynn-Jones. “These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things Magic Mixes,” Wynn-Jones added. “With retail demand high, a hit streaming show and more licensee announcements on the way, our partners continue to build on the momentum of Magic Mixies.”