Wildbrain CPLG Stirs Up New Partnerships For Moose Toys’ Magic Mixies Franchise

By Allison Watkinson
TLL Reporter
WildBrain CPLG has secured its first wave of licensees for Moose Toys’ Magic Mixies brand in the US and Canada.
Following the success of the initial Magic Mixies toy range, Moose Toys developed a comprehensive content program which WildBrain CPLG has used to extend the brand’s licensing portfolio.
The Magic Mixies content program includes a Magic Mixies web series through the MooseTube Squad YouTube channel, and Magic Mixies animated specials streaming on Netflix.
“The Magic Mixies toy range has quickly captured the imaginations of kids and families around the world and become a true sales juggernaut, with Moose Toys building a fantastic content offering as part of its magical success,” said WildBrain CPLG VP, Jasen Wright. “As Magic Mixies fandom continues to build, we’re thrilled to elevate the brand’s merchandise offering through these new licensing partnerships, which will see the celebrated property enter new aisles and bring many more fresh and creative ways for fans to engage with this enchanting property.”
The first roster of cross-category licensees secured for the brand include Bentex, Centric, Franco Manufacturing, HarperCollins, InnovativeDesigns, and Mad Engine Canada.
The Bentex Group has been signed to develop a collection of Magic Mixies apparel for distribution throughout North America.
Centric Brands has been selected to create a licensed line of sleepwear, hosiery and beauty products.
Franco Manufacturing will deliver a Magic Mixies homeware and bedding collection.
HarperCollins will be responsible for publishing a line of Magic Mixies childrens’ books.
InnovativeDesigns will release Magic Mixies-themed stationery and arts & crafts products.
Mad Engine Canada will develop an apparel and hosiery collection for the brand that will be released exclusively in Canada.
The new partnerships are intended to build on Moose Toys’ existing product program for the IP which includes the Magic Mixies Magic Cauldron, the Magic Mixies Magical Crystal Ball, and Magic Mixies Mixlings collectibles.
“All toys are truly magical in their ability to spark kids’ imaginations, and with Magic Mixies, we take it one step further by bringing real magic to wow and delight kids around the world,” said Moose Toys CCO, Ronnie Frankowski. “We can’t wait for the newest Magic Mixies BIG reveals which will give kids new ways to mix Mixies into their day. In WildBrain CPLG we have a partner who delivers an impressive licensing line-up that ranges from fun to functional to fanciful for kids to expand their magical world of Magic Mixies.”
WildBrain CPLG will offer additional information and licensing opportunities for the Magic Mixies brand at Stand F214 during the 2023 Licensing Expo at the Mandalay Bay Convention Center in Las Vegas.