MGA to develop consumer products programme for Little Baby Bum brand to accelerate availability and accessibility globally.
Following the success of its Little Tikes Little Baby Bum toy line, Moonbug has made MGA Entertainment the worldwide licensing agent for its global pre-school sensation Little Baby Bum brand. MGAE will develop an industry-leading consumer products programme for the brand to accelerate its availability and accessibility globally, managing new licensees and working with both physical and digital retailers.
“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 favourite 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 retailers on products from apparel to bedding to fast-moving consumer goods to digital and traditional publishing.
Isaac Larian, CEO and founder of MGAE, commented: “Little Baby Bum is a worldwide favourite among kids as we’ve seen with the initial launch of our Little Tikes Little Baby Bum toys that launched last fall. 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 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.