Entertainment Licensing News

Moonbug Appoints MGA Entertainment as Worldwide Licensing Agent for Little Baby Bum

Following the success of its Little Tikes® Little Baby Bum toy line released last fall, Moonbug, a global entertainment company that develops and distributes values-based content for kids, today announced it has made MGA Entertainment, Inc. (MGAE), the powerhouse behind L.O.L. Surprise!™ and Little Tikes®, the worldwide licensing agent for its global pre-school sensation Little Baby Bum brand. MGAE will develop an industry-leading consumer products program for the Little Baby Bum brand to accelerate its availability and accessibility globally.
Little Baby Bum’s engaging and playful nursery rhymes have resonated with millions of kids around the world, and we’re excited to bring fans new ways to deepen their connection both online and offline,” said Simon Philips, Moonbug. “It is a favorite for parents, too. During these difficult times where educational content has been in high demand from parents, Little Baby Bum has seen a huge uptick in views as parents have chosen it to entertain their kids.”
As a part of this agreement, MGAE will manage new licensees and work with both physical and digital retailers to ensure that Little Baby Bum fans of all ages can bring home a piece of their favorite characters – from apparel to bedding to fast-moving consumer goods to digital and traditional publishing.
Little Baby Bum is a worldwide favorite among kids as we’ve seen with the initial launch of our Little Tikes Little Baby Bum toys that launched last fall,” said Isaac Larian, CEO and Founder of MGAE. “Our worldwide licensing team has generated much success for the L.O.L Surprise! brand and this is an exciting time to bring the Little Baby Bum digital IP into the real world for its millions of fans.”
Little Baby Bum has captivated audiences with its playful nursery rhyme storylines that help kids learn and grow through song. It has expanded exponentially both offline and online in the last year and can be found on over 40 platforms globally including Netflix, Hulu and Amazon Prime Video. On YouTube alone, it garners over 1.5 billion views per month and has surpassed 80 million subscribers.