Licensing News

WildBrain CPLG Stirs Up a Cauldron of New Partnerships for Moose Toys’ Magic Mixies Mixlings

Wildbrain Mixies

WildBrain CPLG, one of the world’s leading entertainment, sport and brand licensing agencies, has secured its first wave of licensees in the US and Canada for Moose Toys’ mega hit and sell-out success, Magic Mixies. These partnerships build on the global success of Moose Toys’ core toy program for the property, which spans the Magic Mixies Magic Cauldron and Magic Mixies Magical Crystal Ball, alongside a growing line of Magic Mixies Mixlings collectibles. With an expanded content offering now featured across YouTube and Netflix, the raft of new partnerships offer fans of the franchise new ways to enjoy this innovative and magical brand.


The first roster of cross-category licensees secured by WildBrain CPLG for Magic Mixies include Bentex for apparel; Centric for sleepwear, hosiery and beauty; Franco Manufacturing for homewares and bedding; HarperCollins for publishing; InnovativeDesigns for stationery, arts and crafts; and Mad Engine Canada for apparel and hosiery (Canada only).


Following the success of the Magic Mixies toy range, Moose Toys has also developed a comprehensive content program which WildBrain CPLG has enhanced with an extensive licensing portfolio. Deals secured include a publishing program with HarperCollins to expand the world of the Magic Mixies Mixlings into books, adding more content for fans to enjoy. Magic Mixies content is available on YouTube, with more than 12.7 million views generated for the two released seasons and a third season rolling out now. Two Magic Mixies specials recently launched on Netflix featuring content from seasons one and two, following Sienna, a young girl who unlocks a glittering pathway to Mixia, a mystical land filled with magic creatures, the Mixlings, and new adventures.


Jasen Wright, VP North America at WildBrain CPLG, said: “The Magic Mixies toy range has quickly captured the imaginations of kids and families around the world and become a true sales juggernaut, with Moose Toys building a fantastic content offering as part of its magical success. As Magic Mixies fandom continues to build, we’re thrilled to elevate the brand’s merchandise offering through these new licensing partnerships, which will see the celebrated property enter new aisles and bring many more fresh and creative ways for fans to engage with this enchanting property.”


Ronnie Frankowski, Chief Commercial Officer, Moose Toys, added: “All toys are truly magical in their ability to spark kids’ imaginations, and with Magic Mixies, we take it one step further by bringing real magic to wow and delight kids around the world. We can’t wait for the newest Magic Mixies BIG reveals which will give kids new ways to ‘mix’ Mixies into their day. In WildBrain CPLG we have a partner who delivers an impressive licensing line-up that ranges from fun to functional to fanciful for kids to expand their magical world of Magic Mixies.”


WildBrain CPLG is the licensing partner for Magic Mixies in the US and Canada. Visit WildBrain CPLG during International Licensing Expo at Stand F214 to find out more about opportunities for Magic Mixies Mixlings.