The agreement will see Just Play develop an extensive range of toys based on Little Baby Bum, Lellobee City Farm and more.

Moonbug Entertainment has named Just Play as global master toy licensee for several of its popular IPs.

Just Play’s portfolio of brands will include pre-school favourites Little Baby Bum, Lellobee City Farm and My Magic Pet Morphle (North America only), with product launching from autumn 2023. Just Play will also develop ranges for the shows Gecko’s Garage and Go Buster. Product ranges will vary depending on the property, but key categories include figures and play sets, vehicles, plush and role-play toys.

Duncan Tate, global head of Hardlines, Consumer Products at Moonbug Entertainment, commented: “Our partnership with Just Play reflects our ongoing commitment to bringing new opportunities for our fans to interact with our beloved characters and extend the storytelling to the home environment through imaginative play. Just Play is already a trusted partner to Moonbug and we are very much looking forward to further develop innovative and creative products with it.”

Anna Chapman, VP Marketing & Licensing EMEA at Just Play, said: “We’re thrilled to expand our partnership with Moonbug on some of the world’s most popular kids’ entertainment brands. Moonbug’s data-driven approach to content development provides us with great insights that enable us to provide product solutions for families. Just Play is looking forward to bringing these new hit properties from show to shelf and helping kids learn through play.”