Global Icons embarks on new licensing programme for collectables toy line, Cupcake Surprise

The line has already been a hit among the collectables market, offering kids a two-in-one collectable doll and a sweet surprise packaged with one of six decadent scents.
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The North American licensing agency, Global Icons is rounding out its consumer products portfolio for the hit toy brand, Cupcake Surprise.

The line has already been a hit among the collectables market, offering kids a two-in-one collectable doll and a sweet surprise packaged with one of six decadent scents.

Cupcake Surprise has had a global reach as a top selling toy in North America and in Europe, where it has shifted more than 12 million units in just over two years. In the US, it was named the best-selling toy at Walmart.

Global Icons is now looking to take the toy line’s popularity into a portfolio of new consumer products, including apparel, accessories, plush, games, activity sets, back to school, food and beverage, housewares, publishing and more.

“The brand has been building momentum worldwide with great distribution globally with a strong appeal to both parents and children alike,” said Michelle Philips, licensing manager at Global Icons.

“Now both buyers and customers are asking for more, which is why we are expanding the line by licensing in other product categories and developing animated content for the toy fans.”

Global Icons is a leading brand licensing agency with a strong presence among global brands. The company’s client portfolio includes the likes of top automotive brands, food and beverage, housewares and more.

Cupcake Surprise is the firm’s move to tap into the current consumer demand for both dolls and collectable franchises.

“Meeting global demand through on-shelf availability of core product while introducing play-sets, vehicles and new variations of the line is now a key focus for us,” continued Philips.

“Each Cupcake Surise doll is significant for the customer, a once unwrapped the cupcakes reveal one of 12 different dolls, each unique with their own hair, eye, skin and dress colour. The essence of the surprise is important to the line, just as the dolls themselves are revealed when unwrapped and transformed from the cupcake, every licensed product will also reveal their own surprises.”

The line is the latest toy IP to tap into the surge in demand for ‘unboxing’ among today’s consumer.

“Trends in social media, specifically YouTube have sparked an ‘unboxing’ phenomenon,” said Philips.

“Cupcake Surprise has seen millions of girls around the globe from Kenya to the UK film their unboxing experiences, which continues to build awareness and enthusiasm for the dolls.”

New consumer products and Cupcake Surprise dolls are expected to launch across Europe and the USA later this year.

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