Moose ramps up licensing and entertainment programs for Magic Mixies

Published on: 3rd November 2021

Magic Mixies Magic Cauldron becomes highest grossing SKU in Moose Toys’ history with stock selling through as soon as it hits shelves.

Moose Toys has enjoyed a record-breaking launch of Magic Mixies Magic Cauldron, with sales of the new, interactive magic toy eclipsing those of the company’s smash-hit Shopkins. Magic Mixies Magic Cauldron has become the highest grossing SKU per week in Moose Toys’ history, with inventory selling through as soon as each new shipment hits shelves.

The response to Magic Mixies has prompted the company to accelerate a global consumer products licensing program with top agents in key territories as well as a robust content plan via strategic entertainment partnerships.

Magic Mixies was created to ‘ignite imaginations by putting real magic into kids’ hands’. After the ingredients are mixed into the potion, kids tap and wave the magic wand. With the magic words, an enchanted mist rises then clears, to reveal a completely dry Mixie creature that makes sounds, lights up and interacts with the wand to help create endless spells.

“The worldwide excitement surrounding Magic Mixies has been extraordinary. We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined,” said Paul Solomon, co-owner, Moose Toys. “We tripled our forecast knowing this product was going to strike a chord with kids and their parents. Seeing the response and faced with current shipping challenges, we mobilized quickly to find a workaround, even air shipping goods to meet demand.”

In the month since its October 1st launch, Moose says Magic Mixies has become ‘a sales sensation’, consistently appearing as the No.1 Bestselling Toy for Amazon. It has been named in many major retailer top toy lists, has garnered top toy accolades across the globe – including inclusion in this week’s Toy Retailers Association’s DreamToys top twelve – and has become the highest grossing SKU per week in Moose Toys’ history.

“While we expect Magic Mixies to be available during the holiday selling season, given the velocity in preorder and early sales, we anticipate a complete sell out,” Paul continued. “Magic Mixies will be the next mega franchise to launch from a hit toy. We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programmes.”

Moose Toys will kick off a robust consumer product programme at Brand Licensing Europe (BLE) on November 17th, and also says a licensing agents announcement is forthcoming.

“Magic Mixies is a great example of how Moose Toys continues to diversify its brand portfolio,” added Menal McGrath, vice president, Global Licensing, Moose Toys. “Magic Mixes has such strong licensing appeal. Across the board and around the globe, reception to the brand has been so positive we have been compelled to fast track the licensing program for Fall/Holiday 2022.”

To learn more about Magic Mixies Magic Cauldron, visit


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