Shopkins has all the ingredients to become the next playground craze, according to the collectable brand’s licensing agency, Bulldog Licensing.
The property – focusing on a range of grocery shop characters – made its UK debut at this year’s Brand Licensing Europe, where it was reportedly met with “phenomenal reaction.”
With series two set to launch by the end of the year, Bulldog is looking to build on the current appeal of the range, and propel the property to the next big craze.
“Based on the reaction at the show and the number of proposals we have already received, we believe 2015 will be a very strong year for Shopkins,” said Bulldog Licensing MD, Rob Corney.
“Licensees and retailers are attracted to the proven appeal and success of the toy range, and are hungry for a strong new girls property.
“We already have a number of proposals on the table. Shopkins certainly ticks all the boxes for the next collectable craze.”
The licensing agent believes that the range now has huge potential for a cross category programme over the next year, which will start with products aimed at allowing enhancing the consumer’s engagement with the toy itself.
“We will then move on to products that extend the brand and allow fans of Shopkins to enjoy their favourite brand in areas such as fashion, home and more.
“In terms of further toy lines, we are already in advanced discussions for plush, arts and crafts and games,” Corney revealed to ToyNews.
“For all product it is really important for us to maintain the relevance to the core product brand values.”