Magic Box Toys launches new collectible IP, Moji Pops

Published on: 31st October 2018

Each of the 90 collectible blind-bagged characters has a removable double-sided face. 

Magic Box Toys is to launch a new emotions-based collectible IP in 2019 – Moji Pops.

Hitting UK shelves in March 2019, Moji Pops Series 1 is made up of everyday objects brought to life as fun characters with an array of colourful emotions based on popular emoticons. Each 90p blind-bagged character has a removable double-sided face; kids can flip it over to switch between emoticon-based expressions depicting a variety of sentiments, or swap faces completely with another character in the collection.

Children can also switch their character’s mood – there are six different-coloured face pieces, each with two distinct emotions to alternate between. There are 90 different characters to collect, from the worlds of pets, home, nature, travel, music, food and sport, including six ultra-rare Glitter Moji Pops.

The accompanying accessories and toy range aims to bring the world of Moji Pops to life. Fans can choose from 12 different boxed Story sets (RRP £2.50 each) include two Moji Pops and a mini stage for them to act out a scene; six different Photo Pop blister packs (RRP £7 each), each containing four Moji Pops, photobooth-style accessories, a display stand and a mini photobooth frame to capture cool poses; the Blister Glitter Surprise – a blister 8-pack which comes packed with six Moji Pops plus two surprise ultra-rare Glitter Moji Pops (RRP £10); and four different ‘I Like…’ play sets: I Like Ice Cream, I Like Pets, I Like Party and I Like Movies. These contain two themed Moji Pops, various pieces of scenery and accessories to bring the theme to life (RRP £12 each).

Julia Cake of Magic Box Toys commented: “We’re incredibly excited about Moji Pops. The unique flippable, swappable faces ensure this range stands out as something genuinely innovative in the collectible space. We’ve carefully developed the wider toys around the blind-bagged characters to bring the Moji Pops’ world to life with a variety of props and scenes offering endless role-playing potential for young children. Maintaining a genuinely pocket-money price-point, we’re confident the brand will prove popular with children who’ll enjoy changing their characters’ moods and acting out scenarios.”

Moji Pops’ UK launch will be supported with TV advertising, webisodes, digital marketing, social media and a robust PR campaign from Playtime PR, which devised 2018’s award-winning launch for Magic Box’s SuperZings brand.

For further information, contact Julia Cake at Magic Box Toys on


Friday Blog

Supply and demand… it’s the Friday Blog!

Toytown set to open largest store yet at Intu Merry Hill

Spin Master reports strong Q1 sales growth

T-Racers from Magic Box in pole position for success

Exclusive: Letter from America – licensing for indies

Tonies announces pop-up at Harrods department store

Exclusive: The kids are alright – KidsKnowBest

Eaglemoss enters Advent Calendars market with licensed range

PlayMonster welcomes Hollie Holmes as global head of Licensing

Could container challenges remain to the end of the year?