Licensing News

WildBrain CPLG Conjures Up Moose Toys’ Magic Mixies Representation Deal

WildBrain Moose Magic Mixies

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, is partnering with Moose Toys to handle representation of the global toy company’s mega hit, sell-out sales success, Magic Mixies Magic Cauldron and planned line extensions for the brand. Under its dedicated North America office, WildBrain CPLG will represent Magic Mixies in the U.S. and Canada to build a cross-category merchandise offering targeting kids aged 5-8 years old. The initial focus for the consumer products roll-out will be on the apparel, sleepwear, publishing, accessories and homeware categories. Moose will be building the brand’s presence even further with a comprehensive content plan later this year.


Since launching in Fall 2021, Magic Mixies has become a global sales juggernaut. In the U.S. alone it captured the No. 1 spot in Special Feature Plush in December and the Fall season1, according to The NPD Group. As last year’s top toy phenom, Magic Mixies continues to grow in popularity, and with demand at retail and increased exposure on social media, it is poised to catapult to even greater success.


Jasen Wright, VP North America at WildBrain CPLG, said: “As we continue building our successful relationship with Moose Toys, it’s fantastic to add yet another of their exciting brands to our remit. Magic Mixies has captured the attention of kids and retailers alike, as demonstrated by the stand-out sales since launch. The brand has significant potential beyond the core toy range, and we look forward to forging partnerships that extend the wonderment of Magic Mixies for kids across the U.S and Canada.”


Menal McGrath, Vice President, Global Licensing, Moose Toys, said: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the U.S. and Canada. Furthering our relationship with them by adding Magic Mixies to their portfolio was both the best and the right choice to solidify Mixies’ success. We look forward to seeing them work their ‘magic’ to expand the brand’s presence in lifestyle categories for the ultimate Magic Mixies fans.”


Magic Mixies was created to ignite imaginations by putting real magic into kids’ hands. After the ingredients are mixed into the potion, tap and wave the magic wand. Then with the magic words ‘Magicus Mixus: Poof!’ an enchanting mist rises and clears to reveal a completely dry Mixie creature, which makes adorable sounds, lights up and interacts with the wand to help create endless spells.


WildBrain CPLG, in addition to Magic Mixies, also handles the global licensing program for Moose Toys’ biggest boys’ franchise to date, Akedo – Ultimate Arcade Warriors. Additionally, the agency recently secured a partnership with Moose for a range of toys and playsets based on a fresh iteration of WildBrain’s Strawberry Shortcake brand and its new animated series, Berry in the Big City.