Moose Toys is looking to replicate the success of its Shopkins and Pikmi Pops toy brands as it looks to build out a licensing programme around its new Treasure X.
The Australian toy firm has named Bulldog Licensing its UK and Ireland licensing agent for the new collectable range of toys, launched to offer the boys’ collectable market its own ‘unboxing’ toy range.
Treasure X challenges children to rip and dig their way through multiple layers in order to uncover one of 24 collectable treasure hunter characters, each brandishing their own distinctive weapon.
The range also offers collectors the chance to strike real gold with pieces hidden among the line.
According to both Moose Toys and Bulldog Licensing, Treasure X toy sales are ‘already off to a flying start,’ and over six million people have viewed the online animated trailer to date.
Bulldog Licensing, the team behind the successful licensing campaigns for Moose Toys’ Shopkins and its recently launched Pikmi Pops, will be launching the Treasure X licensing campaign for the first time at BLE next month.
“BLE is always a major event for us, but we are particularly excited this year as we have such a diverse range of quality brands - both established big-hitters and new arrivals - that all offer considerable commercial opportunities to potential partners,” said Bulldog Licensing MD, Rob Corney.