Licensing News

Moose Toys Readies Magic Mixies Licensing Program

Moose Toys Magic Mixies Creative Toy of the Year 2022

Moose Toys will kick off a consumer products program around its new Magic Mixies brand this month.

The company first launched its Magic Mixies Magic Cauldron toy at the start of last month. According to Moose Toys, sales of the product exceeded original expectations, prompting the company to accelerate its Magic Mixies licensing program, as well as a content plan via strategic entertainment partnerships.

“Magic Mixies is a great example of how Moose Toys continues to diversify its brand portfolio,” said vice president of global licensing Menal McGrath. “Magic Mixes 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.”

The Magic Mixies licensing program kicks off at Brand Licensing Europe (BLE), starting November 17. Moose will unveil additional details about its licensing agents across territories.

“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 Moose Toys co-owner Paul Solomon.

Magic Mixies Magic Cauldron is a magic-inspired toy consisting of a cauldron, spell book, and potion-mixing ingredients. Children start their play experience by adding ingredients into their cauldron to concoct a potion. The cauldron releases mist before revealing a Mixie creature inside that lights up, makes sounds, and interacts with the included wand.

It was featured on TTPM’s Holiday 2021 Most Wanted toy list, as well as top toy lists from retailers Walmart, Target, and Amazon.

According to Moose, Magic Mixies Magic Cauldron has become its highest grossing SKU per week, surpassing the Shopkins brand.

“The worldwide excitement surrounding Magic Mixies has been extraordinary. 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,” 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.”