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Toy Licensing: Moose Building CP Licensing Program Around Magic Mixies

Moose Toys says the runaway success of its Magic Mixies Magic Cauldron this fall has compelled the company to rapidly build a consumer products licensing program.

“Magic Mixies is a great example of how Moose Toys continues to diversify its brand portfolio,” said Menal McGrath, vice president, global licensing, Moose Toys. “Magic Mixies has strong licensing appeal. Across the board and around the globe, reception to the brand has been so positive we fast tracked the licensing program for Fall/Holiday 2022,”

Moose says the first-of-its-kind interactive toy that puts magics in kids’ hands set a sales record for the company, and has eclipsed the toymaker’s smash-hit Shopkins to become the highest grossing SKU per week in Moose Toys’ history. Inventory is selling through as soon as each new shipment hits shelves.

“The frenzied response to Magic Mixies has prompted the company to accelerate a global consumer products licensing program with top agents in key territories as well as a robust content plan via strategic entertainment partnerships,” Moose Toys said in a statement this week.

Magic Mixies was created to ignite imaginations by putting real magic into kids’ hands, essentially allowing children to become wizards. After the ingredients are mixed into the potion, kids can tap and wave the included magic wand, and with the magic words MAGICUS MIXUS: POOF! An enchanting mist rises then clears to reveal acompletely dryMixie creature that makes adorable sounds, lights up and interacts with the wand to help create endless spells.

“The worldwide excitement surrounding Magic Mixies has been extraordinary,” said Paul Solomon, co-owner, Moose Toys. “We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined. We tripled our forecast knowing this product was going to strike a chord with kids and their parents.”

In the month since its Oct. 1 launch, Magic Mixies has become a sales sensation, placing at or near the top of sales for both online and physical retail outlets. According to Moose Toys:

  • Magic Mixies has consistently appeared as the No. 1 Bestselling Toy for Amazon
  • Named to all major retailer top toy lists, including Walmart Top Rated for Kids, Target and Amazon’s Toys We Love.
  • Combined online and instore retailers sold nearly 100,000 units for the week of Oct. 17 nationally
  • The highest grossing SKU per week in Moose Toys’ history
  • Global recognition includes top toy accolades in France, Spain and Canada

“Seeing the response and faced with current shipping challenges, we mobilized quickly to find a work around, even air shipping goods to meet demand,” said Solomon. “While we expect Magic Mixies to be available during the holiday selling season, given the velocity in preorder and early sales, we expect a complete sell out. Magic Mixies will be the next mega franchise to launch from a hit toy.”

Moose Toys will kick off a robust consumer product program at Brand Licensing Europe (BLE) on Nov. 17. An announcement about the appointment of licensing agents is also forthcoming.

“We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programs,” said Solomon.

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