By Allison Watkinson
The licensing agency Merchantwise has been tasked with representing Moose Toys’ popular brand, Magic Mixies Mixlings, across Australia and New Zealand.
“We are delighted to be representing Moose’s Magic Mixies Mixlings across Australia and New Zealand,” said Kerryn McCormack, Managing Director at Merchantwise.
“A truly magical brand, Magic Mixies Mixlings is certainly enjoying great success across the globe and in the competitive digital space. Together with Caprice we will deliver an extensive and appealing apparel range and are looking forward to the launch of consumer products from early next year which we are certain will experience the same success as the rest of the world.”
Merchantwise is a gaming, digital media, and entertainment licensing agency located in Australia and New Zealand. The agency develops brand extensions and retail programs for its clients targeted at consumers of all ages.
Merchantwise is part of The Merchantwise Group, a full-service agency that focuses on marketing, promotions, brand licensing, and extensions for some of the world’s most popular brands.
Magic Mixies’ massive popularity prompted Moose Toys to accelerate the consumer products licensing program for Magic Mixies Mixlings, the smaller version of the original Magic Mixies’ toy line. Each Mixling comes with its own magic cauldron that reveals its team and rarity by rubbing the gem.
Merchantwise has confirmed that the Australian company Caprice will be responsible for a cross-category launch of licensed Magic Mixies’ merchandise. This product line will include apparel, accessories, bags, footwear, and homewares.
Moose Toys is a family-run business that designs, develops and manufactures toys and games across multiple product categories. These categories include action figures, collectibles, crafts, plush, youth electronics, and more. The company is best-known for its Magic Mixies brand.
Upon its initial release, the Magic Mixies brand quickly became a sales phenomenon in the global toy industry. The toys sold out at major retailers internationally and the brand has received a number of prestigious industry awards.
Magic Mixies has also been adapted into an 11 minute Mini-Movie and a six-episode digital series that is currently available on YouTube.
Further licensing opportunities for the brand are currently underway with consumer products slated for release beginning in February.