Little Tikes Named Master Toy Licensee for 'Little Baby Bum'

Global entertainment company Moonbug has signed on Little Tikes to serve as master toy licensee for its digital IP “Little Baby Bum.”

License Global

February 19, 2019

Little Tikes Named Master Toy Licensee for 'Little Baby Bum'

Little Tikes, which celebrates its 50th anniversary this year, will develop “Little Baby Bum”-branded products for children ages 6 months and up, including toys that will be available in fall 2019.

“Little Baby Bum,” which was acquired by Moonbug last year, boasts more than 28 million subscribers and 23 billion views on YouTube. The series is also available via Netflix and Amazon.

“For the past 50 years, Little Tikes has created innovative products that have spanned generations,” says Isaac Larian, chief executive officer and founder, MGA Entertainment, owner of Little Tikes. “‘Little Baby Bum’’s exceptional content and vast online presence, combined with Little Tikes’ deep understanding of kids and parents, makes this collaboration a perfect match. We have accelerated the creative process to ensure products will be available at key retailers this fall.”

“We are excited to launch a toy line together with MGA to offer kids around the world the opportunity to connect our much-loved nursery rhyme

stories with tactile experiences, which will support their development,” says René Rechtman, co-founder and chief executive officer, Moonbug. “It is long overdue that digital IP, which has a vast global audience, is connected with the physical world.”