Moose Toys fast-tracks licensing and entertainment programmes for global sales phenom Magic Mixies

Moose Toys’ interactive Magic Mixies Magic Cauldron has eclipsed its previous smash-hit Shopkins to become the highest-grossing SKU per week in Moose Toys’ history.

The demand for the product has prompted the company to accelerate a global consumer products licensing programme with top agents in key territories, as well as a robust content plan via strategic entertainment partnerships.

“The worldwide excitement surrounding Magic Mixies has been extraordinary,” says Paul Solomon, co-owner, Moose Toys. “We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined. We tripled our forecast knowing this product was going to strike a chord with kids and their parents. Seeing the response and faced with current shipping challenges, we mobilized quickly to find a work-around, even air shipping goods to meet demand.

“While we expect Magic Mixies to be available during the holiday selling season, given the velocity in preorder and early sales, we expect a complete sell-out.

“Magic Mixies will be the next mega franchise to launch from a hit toy. We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programmes.”

In the month since its October 1 launch, Magic Mixies has consistently appeared as the number-one bestselling toy on Amazon and has been named on all major retailer top toy lists, including Walmart Top Rated for Kids, Target and Amazon’s Toys We Love. It has achieved nearly 100,000 units sold by online and instore retailers for the week of Oct 17 nationally, and won top toy accolades in France, Spain and Canada.

Moose Toys will kick off a “very robust” consumer product programme at Brand Licensing Europe (BLE) on November 17. A licensing agents announcement is forthcoming.

“Magic Mixies is a great example of how Moose Toys continues to diversify its brand portfolio,” says Menal McGrath, Vice President, Global Licensing, Moose Toys. “Magic Mixies has strong licensing appeal. Across the board and around the globe, reception to the brand has been so positive we fast-tracked the licensing programme for Fall/Holiday 2022.”



About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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