Numberblocks success adds up to global master toy deal for Learning Resources

Published on: 17th November 2021

Momentum builds following launch of best-selling Numberblocks MathLink Cubes Activity Sets, with licensee Learning Resources granted worldwide master toy deal from 2022.

The MathLink Cubes Activity Set has been a major best-seller for Learning Resources, which has now been granted its first ever global master toy deal

The award-winning educational toys company Learning Resources has partnered with Alphablocks on a global master licensing agreement, brokered by Larkshead Licensing, which will see it bring the Numberblocks characters from the screen into classrooms and family homes across a wide range of toy categories.

BAFTA award-winning Numberblocks teaches children how numbers work with fun characters and engaging narratives outlining basic maths skills including adding, subtracting and number recognition. While the brand originated in the UK, it has taken the world by storm. With 120 episodes available and nearly 4m subscribers on YouTube, the channel generates nearly 245m views per month, and the educational content is viewed by millions of children across a growing slate of more than 52 countries.

Under the new deal, Learning Resources and its sister company, hand2mind, will expand the popular Numberblocks content into a complete line of toys including plush, figures, play sets, vehicles and more. Next year, the companies will also launch curriculum-based and other classroom items featuring the Numberblocks characters.

The Learning Resources – Alphablocks relationship kicked off last year with the successful launch of two Numberblocks MathLink Cubes Activity Sets. Inspired by the show itself, the educational sets mirror the content of the actual episodes, providing hands-on experiences for children ages three and up.

“It was the knowledge that parents and teachers were using our MathLink Cubes to reinforce the Numberblocks maths learning that was the starting point for this amazing journey,” said Dennis Blackmore, managing director of Learning Resources. “When our initial stock of the first set sold out within a day, we quickly realised there was already an incredible demand for Numberblocks related products. Now we are thrilled to be partnering with Alphablocks to deliver even more Numberblocks fun to young learners across the globe. As our teams work together it is obvious that between us, we have – to quote the Numberblocks song – ‘So Much More to Explore’.’’

The first release under the new global master licensing deal will be a line of plush toys, set to launch in the UK and USA in 2022. By 2023, consumers will be able to choose from a more comprehensive selection across categories including figurines, play sets, vehicles, imaginative play, coding and electronic toys, games and more.

“This is a dream come true,” says Joe Elliot, series creator of Numberblocks. “Numberblocks has lit the spark for millions of young children worldwide, who are engaged and ever-hungry for more number fun. As soon as we started working with Learning Resources on the Numberblocks MathLink Cubes, we could tell it matched our total commitment to creating only the very best purposeful play experiences for children. It’s hard to imagine a more perfect partner – or nicer, smarter people – to be doing this with, and we can’t wait to get started on the clever stuff that’s coming round the corner. Numberblocks is already having a positive impact for millions, and the difference we’re making just got bigger.”

“As our first master toy licensing deal, this represents the growth and diversification of our company,” added Sari Winick, chief marketing officer of Learning Resources and hand2mind. “Next year is going to be a very exciting one for us.”

For more information, visit


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy