Shopkins goes from strength to strength

Published on: 19th May 2017

Bulldog Licensing reveals the collectible toys are now a top 3 licensed brand.

ShopkinsShopkins is the no. 1 brand in both the stationery and lunchware and lighting categories, as well as no. 2 in baked goods, no. 3 in trading cards and stickers, and no. 3 in primary-age girls’ magazines.

According to NPD figures, Shopkins is the No. 1 girls’ brand in the toy market, £16.2 million above its nearest rival. Shoppies Dolls is the no. 1 Fashion Doll in the market by value, with an increase of over 25% vs. the same time in 2016, whilst the Shopkins sub-brand – Happy Places – is bigger than any other non-Shopkins collectible on the market.

Shopkins continues the stronghold in the digital space with the Shopkins app tipping over 20 million downloads internationally. Shopkins webisodes are released biweekly and now feature the Shoppies. The Shoppies have now released four songs that have accumulated over 11 million views across Youtube.

Shopkins has been recognised at this year’s LIMA International Licensing Awards, with nominations in four categories including: Character/Toy Brand, Food/Beverage for Finsbury Foods’ Shopkins Cupcake Queen Cake, Toys/Games/Novelties/Role play for The Bridge Direct’s C3 Shopkins Kinstructions, and Home Décor for Jay Franco & Sons, LLC Shopkins Elevated Bedding Collection.

Bulldog licensing director Vicky Hill commented: “The figures surrounding Shopkins are just incredible. Kids just can’t get enough of the brand, and it represents an absolutely amazing licensing opportunity. Moose provides fantastic support through regular style guides, product updates and marketing, as well as significantly growing the entertainment platform supporting the brand.”


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