By Allison Watkinson
TLL Reporter
Bulldog Licensing has secured new licensing deals with Kokomo and RJ Bags for Moose Toys’ Magic Mixies brand.
Founded in 2007, Bulldog is a UK-based licensing agency that works with brand owners to develop merchandise programs for both international and domestic markets.
The Magic Mixies brand initially launched during Christmas 2021 with the Magic Mixies Cauldron. The brand has since grown with the launch of Magic Mixies webisodes on YouTube which helped introduce the magical world of Mixia. The Magic Mixies webisodes introduced the new Mixlings collectable brand which launched as a toy line in May 2022.
“Last year’s must-have Christmas toy is fast becoming this year’s big licensing hit,” said Vicky Miller, Licensing Director of 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.”
Kokomo is a UK-based health and beauty brand that specializes in creating licensed product lines based on entertainment franchises. Under the terms of the licensing deal, Kokomo will develop and release a collection of bath, body, dental and gift products featuring Magic Mixies characters.
RJ Bags is a manufacturer, wholesaler, and exporter of bags and accessories. RJ Bags will be responsible for developing a line of licensed bags, backpacks and umbrellas featuring characters from the Magic Mixies YouTube Series.
“Magic Mixies sales have far outstripped our early estimates and continue to set records,” said Neil Shinner, CEO, 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 brand is supported by an expansive marketing campaign from Moose Toys that includes advertisements on TV, digital platforms, animated pre-roll, influencer campaigns, interactive AR app filters, and more.
Moose Toys is a toy design, development and distribution company that creates collectibles, dolls, games, electronics, and more.