Bulldog Licensing has extended its range of brands under the Moose Toys umbrella with the launch of Magic Mixies. The magic cauldron has become the third best-selling Moose U.K. brand. 

PR activity and sales are being supported by a fully integrated campaign from Moose Toys along with an influencer campaign led by the brand’s ambassador and U.K. TV magician, Stephen Mulhern, who demonstrated the magic to his 604,000 followers. Other celebs endorsing Magic Mixies include Samantha Faiers (2.5 million followers), and major U.S. kidfluencers including Elena & Clara (1.06 million subscribers). Moose Toys has also run a trade campaign for the new line in print and online. 

Bulldog will launch its licensing program at Brand Licensing Europe Nov. 17-19 and will be working with best-in-class licensing partners across a wide range of categories to leverage the power of the magical brand. 

It’s been a while since we’ve seen a real must-have Christmas toy of this altitude,” says Vicky Miller, licensing director, Bulldog Licensing. “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 go 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,” says Paul Solomon, co-owner, Moose Toys. “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 mobilized quickly to find a workaround, even air shipping goods to meet demand. While we expect Magic Mixies to be available during the holiday selling season, given the velocity in preorder 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 programs.” 

Meet Bulldog Licensing at Brand Licensing Europe – Register now!