Magic Box Toys is delving into mindfulness and emotions with latest collectable launch

Magic Box Toys, the team behind the hit collectable toy brands Zomlings and SuperZings is bringing mindfulness into the collectables market with its new emotions-based collectable IP.

Called Moji Pops, the series is made up of everyday objects brought to life as unique, fun-loving characters with an array of emotions based on popular emoticons.

From an ice cream to a cactus, a television to a pillow, each 90p blind-bagged character has a removable double-sided face: flip it over to switch between emoticon-based expressions depicting a variety of sentiments, or swap faces completely with another character.

Kids can switch their character’s mood from sleepy to happy, sad to cool with six different coloured face pieces to alternate between. The range hits shelves March next year with 90 different characters to collect.

Julia Cake of Magic Box Toys, said: “We are incredibly excited about Moji Pops, a wonderfully-colourful collectable which aims to bring emotions into play in more ways than one. The flippable, swappable faces ensure this range stands out as something genuinely innovative in the collectable space.

“We have carefully developed the wider toys around the blind-bagged characters to bring the Moji Pops world to life with a variety of props and scenes offering endless role-playing potential for young children.

“Maintaining a genuinely pocket-money price point, we are confident the brand will prove popular with children who will enjoy changing their characters’ mods and acting out scenarios. In today’s climate of heightened awareness of emotions and mindfulness, we feel the time is right to launch a range which goes beyond pure play and delves into kids’ understanding of their own moods, personalities and sentiments.”

Moji Pops’ UK launch will be supported with TV advertising, webisodes, digital marketing, social media and a robust PR campaign from Playtime PR.

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

Tonies launches new titles for summer – and a place to put them

Just in time for the long summer months, leading children’s audio system tonies has unveiled …