By Allison Watkinson
TLL Reporter
Rocket Licensing has been appointed to manage SuperThings licensing program across the UK and Ireland by the brand’s owner, Magicbox.
SuperThings is a toy brand that currently includes more than 80 collectible character toys at a variety of price points.
Since Magicbox first launched the brand in 2018, it has expanded its reach with an official TV series, a marketing campaign, live events, a Sing & Party Musical tour and more.
Rocket Licensing will use the momentum from the recently launched SuperThings TV series to expand the brand with new partnerships across the both Ireland and the UK.
“Magicbox is already strongly established in collectables, and the SuperThings brand is perfectly positioned to expand into an even wider selection of categories,” said Rocket Licensing joint managing director, Rob Wijeratna. “We’re looking forward to strong UK licensee interest throughout the coming year as the brand’s growing TV and online presence builds on the enormous success of the toy range.”
Supported by a multi-platform promotional strategy, the agency will be actively seeking new licensees for the brand across multiple consumer product categories.
This includes key categories such as plush, puzzles, games, stationery, crafts, back-to-school, publishing, apparel, home textiles and more.
The multi-platform promotional expansion will bring new YouTube content releases and collectible drops every four months.
SuperThings will also hold a prominent position at the Rocket Licensing’s BLE display on stand A205.
“SuperThings continues to exceed expectations in the collectibles market, and its success has been further amplified by the storytelling magic that has brought the brand to TV and streaming platforms,” said Magicbox global licensing manager, Andrea Manzanedo. “The brand is now perfectly positioned to inspire a wide range of products across multiple categories for fans around the world,” added Manzanedo. “We’re thrilled to be partnering with Rocket Licensing in the UK — true experts in brand extension — to bring even more exciting SuperThings products to fans.”
Additional announcements and market expansions are expected throughout 2026 as Magicbox prepares to grow the brand in multiple territories across the globe.
Established in 2007, Rocket Licensing is an independent licensing agency and brand development company that is based in the UK.
The agency represents a roster of brands that span the entertainment, preschool, heritage and lifestyle industries.
Founded in Spain in 1994, Magicbox is a global company that focuses on the creation and distribution of branded toys and collectibles.
With a presence in 30 countries around the world, the company’s portfolio of in-house brands includes GOGO’s Crazy Bones, Zomlings, KookyLoos, T-Racers, Piratix and SuperThings.
Photo Source: MagicBox/Rocket Licensing.