Little Tikes has been named the exclusive master toy licensee for Little Baby Bum, a 3D animation based on classic nursery rhyme stories and children’s songs.
The license has been awarded to the globally renowned toy brand through a partnership with the IP owner and kids’ content developers, Moonbug.
Under the deal, Little Tikes will bring to life signature characters through exciting and innovative products designed for kids six months and up.
Little Baby Bum, which was acquired by Moonbug last year, has a global family fan-base of over 28 million subscribers. Its videos have been watched over 23 billion times on YouTube alone, are available in 11 different languages and are being enjoyed all over the world.
Little Baby Bum is also available on multiple other platforms, including streaming services such as Netflix and Amazon.
“For the past 50 years Little Tikes has created innovative products that have spanned generations,” said Isaac Larian, CEO and Founder of MGA Entertainment, which owns Little Tikes.
“Little Baby Bum’s exceptional content and vast online presence, combined with Little Tikes’ deep understanding of kids and parents, makes this collaboration a perfect match. We have accelerated the creative process to ensure products will be available at key retailers this fall.”
The deal marks an interesting step-change for Little Tikes who has traditionally declined licensing partnerships, until now.
“We are excited to launch a toy line together with MGA to offer kids around the world the opportunity to connect our much-loved nursery rhyme stories with tactile experiences, which will support their development,” added René Rechtman, co-founder and CEO of Moonbug.
“It is long overdue that digital IP, which has a vast global audience, is connected with the physical world.”
Moonbug was co-founded by media veterans René Rechtman and John Robson. Rechtman was most recently head of non-linear media networks at The Walt Disney Company, joining the company through its acquisition of Maker Studios, where he served as president of international.
Robson previously served as managing director of WildBrain and held executive roles at HTC and Paramount Pictures, among others. Rechtman and Robson identified a unique opportunity in entertainment to create a global digital content company that parents can feel good about.