Moose Toys’ ‘Magic Mixies’ Signs Two Licensees

Bulldog Licensing has announced two new partners for the “Magic Mixies” property from toymaker, Moose Toys.

William Lamb Group, a name in footwear for over 130 years and a specialist in design-to-delivery production, is planning a range of footwear, bags, purses and accessories for the “Magic Mixies” brand. Launching initially with a retail-exclusive bag in the spring, the full range of products will be in development later in the year.

In addition, Imagine8, which specializes in manufacturing licensed character merchandise, will be developing “Magic Mixies” jewelry and accessories. Imagine8 will be launching with a retail exclusive cap and sunglasses.

Both ranges will be aimed at the children’s and tweens’ market.

“This innovative and colorful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories,” says Sandra Vanstan, head of licensing, William Lamb Group. “We’re enormously excited to be taking ‘Magic Mixies’ into footwear, umbrellas and more, in which we are certain the brand will enjoy even more success.”

“Bringing together the massive appeal of ‘Magic Mixies’ with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories,” says Norman Thompson, managing director, Imagine8. “Jewelry and accessories are perfect for ‘Magic Mixies,’ and we’re delighted to have been chosen to bring these key products to retail across the U.K.”

Nightwear from Aykroyds TDP and publishing lines from Curious Universe appeared last year and will soon be joined by insulated, reusable containers for food and drink from DNC, and a Bath Potion gift set and Popping Bath Crystals from Kokomo, along with the new ranges from William Lamb Group and Imagine8.

“The phenomenal success of ‘Magic Mixies’ continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field like William Lamb and Imagine8,” says Rob Corney, managing director, Bulldog. “We’re thrilled to welcome these high-quality partners to a campaign that is getting more exciting by the day.”

“These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things ‘Magic Mixes,’” says Lucy Wynn-Jones, licensing director, Moose Toys. “With retail demand high, a hit streaming show and more licensee announcements on the way, our partners continue to build on the momentum of ‘Magic Mixies.’”