Pre-school IP CoComelon ramps up games, toys, and arts & crafts activity with Crayola, RMS International, and more

The hit pre-school digital series CoComelon is increasing its activity across the toys, games, and art & crafts sectors, having landed a raft of new licensing partnerships, including an agreement for colouring and activity books from Crayola.

This line will be expanded upon through a further partnership with Alligator Products who will develop complimentary colouring and activity books, while RMS International will produce CoComelon wooden puzzles, arts & crafts kits, bubble kits, and sensory toys.

The latest developments have been revealed among a slate of 11 new licensing partners for the hit pre-school IP. The licensing partnerships have been secured by the brand’s exclusive master licensing partner, The Point. 1888 on behalf of the IP owner, Moonbug Entertainment.

Bolstering the slate of products, YWOW will create CoComelon branded collectable mini cube puzzles, Danilo will produce greetings cards and more, while the toy specialist Sinco Creations will produce a range of accessories and playmats.

The Point. 1888 was brought on board in August 2020 as the master licensing agency across EMEA for CoComelon and other brands under the Moonbug umbrella, including Blippi, My Magic Pet Morphle and ARPO.

Since joining, The Point.1888 has sought to build on the fast-growing popularity and awareness of CoComelon, signing licensees that will give the brand products to widen consumer engagement.

Other licensees secured include the clothing specialist, Poetic Brands, the underwear specialist Misirli who will produce CoComelon socks, Egmont Books as the master publisher for story, board, novelty, activity, and sound books, and children’s bedding specialist Character World.

These new licensees join CoComelon’s existing partners Jazwares and Bandai, whose products have already proven hugely popular since their launch in A/W as well as Wow! Stuff, Ravensburger, TDP Textiles, Aykroyds & Sons and Egmont Magazine all launching SS2021.

Becky Langer, senior commercial manager of soft goods at The Point.1888, said: “The broad range of deals we’ve secured ensures that CoComelon’s fast-growing audience can build a greater affinity with the brand and still get enjoyment from it even while away from the TV or iPad.

“The growth of the brand is phenomenal and we only expect this to accelerate once product hits the markets and consumers can fully immerse themselves in the world of JJ and the rest of the CoComelon gang.”

Simon Philips, senior in-house advisor, Moonbug, added: “It is great to watch the affinity for CoComelon grow globally and we’re thrilled to bring a broad range of experiences – from puzzles to clothing – to kids and families everywhere.”

Further developments in CoComelon’s EMEA brand licensing programme are to be announced in the coming weeks and the first products are expected to be in stores by January 2021.

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