MGA Entertainment named worldwide licensing agent for Little Baby Bum

MGA Entertainment has been named the worldwide licensing agent for the global pre-school sensation, Little Baby Bum. The move is an extension of the toymaker’s partnership with brand owner Moonbug, following the success of its Little Baby Bum toy line from Little Tikes.

Under the new partnership, MGAE will develop a consumer products programme for the brand to accelerate its availability and accessibility across the globe.

“Little Baby Bum’s engaging and playful nursery rhymes have resonated with millions of kids around the world, and we’re excited to bring fans new ways to deepen their connection both online and offline,” said Simon Philips, Moonbug.

“It is a favourite for parents, too. During these difficult times where educational content has been in high demand from parents, Little Baby Bum has seen a huge uptick in views as parents have chosen it to entertain their kids.”

As a part of this agreement, MGAE will manage new licensees and work with both physical and digital retailers to ensure that Little Baby Bum fans of all ages can bring home a piece of their favourite characters – from apparel to bedding to fast-moving consumer goods to digital and traditional publishing.


“Little Baby Bum is a worldwide favorite among kids as we’ve seen with the initial launch of our Little Tikes Little Baby Bum toys that launched last fall,” said Isaac Larian, CEO and founder of MGAE. “Our worldwide licensing team has generated much success for the L.O.L Surprise! brand and this is an exciting time to bring the Little Baby Bum digital IP into the real world for its millions of fans.”

Little Baby Bum has captivated audiences with its playful nursery rhyme storylines that help kids learn and grow through song. It has expanded exponentially both offline and online in the last year and can be found on over 40 platforms globally including Netflix, Hulu and Amazon Prime Video. On YouTube alone, it garners over 1.5 billion views per month and has surpassed 80 million subscribers.

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

Rubies strengthens partnership with Mattel with all-new Barbie costumes

Barbie, the top global toy property of the year*, is partnering with Rubies on a …