William Lamb Group is on board to develop a range of Magic Mixies footwear, bags, purses and accessories. The collection will debut with a retail exclusive bag in spring 2024, while the full range of products will be in development later in the year.

Elsewhere, Imagine8 will be developing Magic Mixies jewellery and accessories. The range will launch with a retail exclusive cap and sunglasses in the spring.

“This innovative and colourful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories,” said Sandra Vanstan, Head of Licensing at William Lamb Group.

“We’re enormously excited to be taking Magic Mixies into footwear, umbrellas and more, in which we are certain the brand will enjoy even more success.”

Norman Thompson, MD at Imagine8, added: “Bringing together the massive appeal of Magic Mixies with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories.

“Jewellery and accessories are perfect for Magic Mixies, and we’re delighted to have been chosen to bring these key products to retail across the UK.”

Bulldog is also in advanced discussions with several partners across secondary toy, arts & crafts and activity, publishing, home and further soft lines.

“The phenomenal success of Magic Mixies continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field – like William Lamb and Imagine8,” said Rob Corney, MD at Bulldog.

“We’re thrilled to welcome these high-quality partners to a campaign that is getting more exciting by the day.”

Lucy Wynn-Jones, Licensing Director at Moose Toys, added: “These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things Magic Mixes.

“With retail demand high, a hit streaming show and more licensee announcements on the way, our partners continue to build on the momentum of Magic Mixies.”

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