By Allison Watkinson
TLL Reporter
WildBrain CPLG is partnering with Moose Toys to handle the representation and planned line extensions of the company’s hit brand, Magic Mixies Magic Cauldron.
Under its dedicated North America office, WildBrain will represent Magic Mixies in Canada and the U.S. to build a cross-category merchandise line targeting children aged 5-8 years old.
“WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the U.S. and Canada,” said Menal McGrath, Vice President of Global Licensing at Moose Toys. “Furthering our relationship with them by adding Magic Mixies to their portfolio was both the best and the right choice to solidify Mixies’ success. We look forward to seeing them work their ‘magic’ to expand the brand’s presence in lifestyle categories for the ultimate Magic Mixies fans.”
The initial focus of the consumer products program will be on the apparel, sleepwear, publishing, accessories and houseware categories.
Moose Toys plans to build the brand’s presence even further with a comprehensive content plan later this year.
Since its launch in Fall 2021, Magic Mixies has become a global sales phenomenon. Magic Mixies continues to grow in popularity, and with demand at retail and increased exposure on social media, it is poised to grow to be an even greater success.
Magic Mixies has consistently been appearing as the Number 1 Bestselling Toy for Amazon. It has also been added to many major retailer top toy lists, including Walmart Top Rated for Kids.
The Magic Mixies toy features an interactive cauldron designed to let children use spells and ingredients to unveil a plush Mixie creature.
“As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit,” said Jasen Wright, VP of North America at WildBrain CPLG.
“Magic Mixies has captured the attention of kids and retailers alike, as demonstrated by the stand-out sales since launch. The brand has significant potential beyond the core toy range, and we look forward to forging partnerships that extend the wonderment of Magic Mixies for kids across the U.S and Canada.”
In addition to Magic Mixies, WildBrain handles the international licensing program for Moose Toys’ largest boys’ franchise, Akedo – Ultimate Arcade Warriors. The agency also recently secured a partnership with Moose for a range of toys and playsets based on a new iteration of WildBrain’s Strawberry Shortcake brand and its animated series, Berry in the Big City.
Moose Toys is an Australian-owned toy design, development and distribution company. The company is based in Australia. It has over 600 staff and distributes to more than 100 countries.
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