Character Options named master toy partner for Moonbug Entertainment’s Morphle

Character Options has been named the EMEA and Australian master toy partner for the popular children’s series Morphle in the latest advance for Moonbug Entertainment’s growing licensing plans.

The deal was brokered by The Point. 1888 and will see Character Options produce a range of Morphle branded play-sets, plush, vehicles, figures, bath toys, as well as dough.

This comes just a few months after The Point.1888 announcing multiple major licensee partnerships for two of Moonbug Entertainment Ltd.’s other world-famous brands, Cocomelon and Blippi.

With over 300 episodes created and broadcast via YouTube and Netflix globally, as well as other platforms, Morphle has amassed a following of over 18 million subscribers. It follows the adventures of an energetic little red creature who can morph into anything that Mila’s playful mind can imagine.

Mila’s dad runs the only magic pet store in the city – a fantastical place where you can find all sorts of cute and quirky pets who each have their own unique magic powers, and he has gifted Mila the most magic pet of all, Morphle. She shows him everything she knows about the world, and in particular how to have fun. With Morphle’s morphing powers and Mila’s boundless imagination every day is the most exciting playdate.

Jon Diver, Joint MD of The Character Group plc, said: “As the nature of the lead character, Morphle, is to morph into many different things, it gave us so much scope for toy development. As a result, we’re investing heavily in the brand and the range and are thoroughly enjoying working with Moonbug and The Point.1888.”

Bethan Garton, commercial director at The Point.1888, said: “When Character Options takes on a new brand, it fully commits to the partnership and on building the brand. We haven’t had the good fortune to work with the company before but it’s been a life-long dream of mine, having seen how they launched, developed and managed a number of successful preschool master toy programs.”

The Point.1888 was appointed last summer as Master Licensing Agency across EMEA for Moonbug Entertainment’s entire portfolio. Since coming on board, the brand extension specialist has sought to capitalise on the shows’ popularity with young children as well as the need to keep them entertained and engaged by signing licensees across a broad range of categories.

Character Options join Aykroyds TDP (Nightwear, Underwear & Swim), Poetic (Daywear), Zak (Lunchware), Character World (Bedding).

Product development and marketing plans are underway and The Point.1888 is currently in talks with retailers and distributors.  The range will launch in Q4 2021 with a full EMEA roll out in 2022.

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...

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