Moose says furthering its relationship with WildBrain by adding Magic Mixies to its portfolio will solidify the success of the brand.

WildBrain CPLG is partnering with Moose Toys to handle representation of the toy company’s sell-out sales success Magic Mixies Magic Cauldron and planned line extensions for the brand across the US and Canada.

Under its dedicated North America office, WildBrain CPLG will represent Magic Mixies 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 apparel, sleepwear, publishing, accessories and homeware categories, and Moose will build the brand’s presence even further with a comprehensive content plan later this year.

Since its launch in autumn 2021, Magic Mixies has become a global sales hit. In the US it captured top spot in Special Feature Plush in December and the Fall season, according to The NPD Group. The brand continues to grow in popularity, and with demand at retail and increased exposure on social media, is poised to catapult to even greater success.

With the Magic Mixies cauldron, kids mix ingredients into the potion, tap and wave the magic wand. With the magic words ‘Magicus Mixus’, an enchanting mist rises and clears to reveal a dry Mixie creature, which makes adorable sounds, lights up and interacts with the wand to help create endless spells.

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 its 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 US and Canada.”

Menal McGrath, vice president, Global Licensing, Moose Toys, added: “WildBrain CPLG has proven itself to be a dynamic and creative partner for our brands in the US and Canada. Furthering our relationship by adding Magic Mixies to the team’s 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.”

WildBrain CPLG also handles the global licensing programme 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 play sets based on a fresh iteration of WildBrain’s Strawberry Shortcake brand and its new animated series, Berry in the Big City.