MGA secures 40 new licensees for Num Noms brand

MGA Entertainment’s collectables brand Num Noms has secured an additional 40 licensees, taking the property’s total licensing partners up to 80.

New licensees include the likes of PhatMojo, C&M Licensing, MegaToys, Sakar, DC Thomson, Amscan, Topps Europe and more across a range of categories from publishing and electronics to toys and apparel.

“From the first Num Noms licensed products – apparel, sleepwear and select accessories – to hit retail in the US in fourth quarter 2016, through today, the brand continues to exceed our expectations, appealing to a wide consumer base of young girls, collectors and others with a keen appreciation of whimsy,” said Juli Boylan, global head of licensing at MGA Entertainment.

“We are very excited to be launching key categories this spring, and the full program worldwide in the fall. Num Noms also continues to grow in the UK and European markets and so our focus as we head into Licensing Expo is to meet with potential partners in the ancillary categories, and further expand the brand in key international territories throughout the Asia Pacific and Latin American markets.”

Num Noms, which first launched in the US in December 2015, has gone on to become a success with girls and has been ranked as the number two Growth Property in Play-set Dolls and Collectables YTD February, according to NPD Group.

Check out the full listing of new licensees below:

Apparel and Accessories:

PhatMojo (US, Puerto Rico)

Intimo (US)

Jellifish Kids, Inc. (Canada)

Mad Engine (Canada)

Danawares (Canada)

BrandHouse Footwear (Canada)

HEYS (Canada)


Smith and Brooks (UK)

C&M Licensing (UK)

BCI (Australia, New Zealand)

Benson’s Trading Company (Australia)

Caprice Australia Pty (Australia and select territories in Europe)

HER Accessories (select territories across Europe)


MegaToys (US)


Sakar (US, UK, France)


Kennedy Publishing (UK)

DC Thomson (UK)

Toys, Crafts, Activity and Party Goods:

Amscan (select territories in Europe)

Play by Play Toys (Europe and Mexico)

Topps Europe (Australia, New Zealand, Latin America)

Anagram/Amscan (Australia, New Zealand)

RMS International (UK)

Winning Moves (UK, Italy)

Home Décor and Furnishings:

Idea Nuova (US)


Aymax SPRL (Benelux)

M. Toys Monoprosopi EPE (Greece, Cyprus, Bulgaria, Romania)

STOR, S.L. (select territories in Europe, Middle East, Africa)

Back-to-School and Stationery:

Trends International LLC (US, Canada)

Innovative Design (US, Canada)

SmileMakers Inc. (US, Puerto Rico, Canada)

IG Design (UK)

Bio Pappel Scribe (Mexico)

Sporting Goods:

BH Brands (US, Canada, Puerto Rico)

PTX Performance Products USA (US, Canada, Mexico)


Leese Enterprise International Inc. (Canada)

Park Avenue Foods (Australia, New Zealand)

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

WiT elects nine members to its board of directors

Women in Toys, Licensing & Entertainment (WiT), a global nonprofit organisation and the industry’s preeminent …