Bulldog Licensing has announced Moose Toys’ Magic Mixies has new deals for apparel, housewares and broadcasting.New product launches and continuing success for product sales and the new-to-Netflix kids’ show are boosting the brand’s profile, 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 range of kids’ nightwear through retailers including George at Asda and Character.com.Meanwhile Kokomo, a market leader in the U.K. health and beauty market, will launch several 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 later this year. Bulldog is now in advanced discussion with several partners across secondary toy, arts and crafts and activity, publishing, home and further soft lines, with new announcements expected shortly.

The content series, which has earned 17.5 million views on YouTube to date; has launched globally on Netflix April 3. 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 success of the Magic Mixies toys range, which began with the Magic Mixies Cauldron. The toy comes with a spell book and everything else needed to mix a potion to create an interactive magical Mixie pet.

Related:Bulldog Licensing, Moose Toys Sign 'Magic Mixies' Deals

“Magic Mixies is the latest Moose Toys original brand to take off beyond the toy aisle – and already one of the biggest,” says Sophie Yates, brand manager, Bulldog Licensing. “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.”

“We’re delighted with the phenomenal growth in popularity of the Magic Mixies brand,” says Lucy Wynn-Jones, licensing director, Moose Toys. “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.”