Exclusive: Character range supports Morphle launch on terrestrial TV

Published on: 4th November 2021

Toy World spoke to Character Option’s marketing manager, Mark Hunt, and The Point 1888’s Gabbi Langdorf about new property Morphle.

Morphle is a 2D animated comedy, adventure series for kids aged three to six. Available in 12 languages, it teaches lessons about friendship, problem solving and creativity. Mila’s dad runs a magic pet store and has gifted Morphle to his daughter. Morphle can morph into anything: a puppy, a giant truck, a dinosaur or anything that Mila can imagine. Together, the best friends use Mila’s boundless imagination and Morphle’s powers to help the community and have adventures along the way.

Mark discussed what attracted Character Options to sign Morphle, an established brand within the Moonbug portfolio. “We believed we were best placed to create a toy range that supports Moonbug’s growth plan,” he told us. “With a story about a magical friendship that is perfect for pre-schoolers, Morphle has all the attributes we look for in a property and the potential to become a long-term success. We’re delighted that Morphle will be launching on terrestrial TV this winter, to complement the existing strong streaming presence.”

Joining many more established brands in Character’s pre-school portfolio, Mark sees Morphle fitting in seamlessly and enhancing the company’s overall offering in this category.

As the nature of the lead character, Morphle, is to morph into many different things, this offered Character plenty of scope for toy development, and Mark revealed the products that will be available in the launch range.

Gabbi believes that Character is the perfect partner to translate Morphle into a toy line. “The reality has definitely lived up to the expectation,” she told us. “The Morphle toy line looks brilliant, and we’re so excited for it to launch at retail.”

She told us more about the brand’s enviable broadcast and streaming presence, and how she believes that, for licensees and retail partners, the creative opportunities are endless. New product development for next year is already underway, as well as planning for the roll out of the toy range into EMEA for 2022.

“Our long-term aim is for Morphle to be a top performing pre-school brand across EMEA, year after year,” continued Gabbi. “Along with Character Options, our network of subagents and our licensees, we are confident we have everything in place to achieve this.”

To read the full article, which appeared in the November edition of Toy World, click here.



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