Lupus Films details first Mog TV partners

Lupus Films has detailed its first licensing partners for Mog TV, ahead of the arrival of its animated special, Mog’s Bad Thing.

The Blues Group will launch babywear and childrenswear from Spring 2027, followed by additional ranges including adult nightwear. Elsewhere, Danilo Promotions are developing a range of cards, gift wrap, gift bags and gift tags.

Blues and Danilo are the first partners for the film adaptation of the iconic cat character. New partners are assisted by a style guide featuring authentic film assets and exclusive hand-drawn poses by director Robin Shaw.

Both join a portfolio of partners for classic Mog, including Aurora World (plush), University Games (board games), Tonies (audio players) and Robert James (sculptures, launched at the 2025 Chelsea Flower Show).

“We are delighted to welcome our first licensing partners as we continue to build Mog TV into a brand that reflects the warmth, charm and craftsmanship that made Mog’s Christmas such a success with family audiences,” said Pindy O’Brien, Global Brand Management & Licensing Consultant for Lupus Films.

“With the forthcoming release of Mog’s Bad Thing, this beloved evergreen character is uniquely positioned to both capture hearts and deliver long-term commercial potential across multiple categories all year round.”

Lupus Films will be sharing more news about Mog’s Bad Thing, alongside its wider portfolio, at BLE in October on stand AD57.