Bulldog Licensing, Moose Toys Sign 'Magic Mixies' Deals

“Magic Mixies” is a brand inspired by the Magic Mixies Magic Cauldron product range, launched by Moose Toys in 2021. Growing across 2022 with YouTube shorts, which built the world around the toy and introduced fans to a range of characters, Magic Mixies Magic Cauldron sets grew in both popularity and demand.

To build on that success and extend the brand into new spaces, Bulldog Licensing and Moose Toys has signed Kokomo – a U.K. health and beauty brand – for bath, body, dental and gifting lines. Additionally, RJ Bags will produce a range of bags, backpacks and umbrellas featuring the most popular characters from the “Magic Mixies” YouTube series.

“Last year’s must-have Christmas toy is fast becoming this year’s big licensing hit,” says Vicky Miller, licensing director, Bulldog Licensing. “We’re delighted to welcome Kokomo and RJ Bags, two respected leaders in their field, to the Magic Mixies family and expect many more big consumer products names to come on board in the coming months.”

“Magic Mixies sales have far outstripped our early estimates and continue to set records,” says Neil Shinner, chief executive officer, Moose Toys Europe. “With the arrival of Magic Mixies-inspired consumer products from RJ Bags and Kokomo, it’s clear that Magic Mixies is already well on the way to being the next mega franchise to launch from a hit toy.”

The Magic Mixies Cauldron range was followed by the Magic Mixies Crystal Ball in 2022, which quickly became the third most sought-after toy on the market, according to NPD.