Moose Toys has appointed UK-based Bulldog Licensing to represent its popular new Magic Mixies interactive toy brand in the UK and Ireland. Bulldog plans to start building its consumer product plan for its IP at Brand Licensing Europe later this month, and is initially looking for publishing, clothing and accessories partners.

This new transaction expands the existing partnership between Moose and Bulldog, which is already dealing with the Australian toy company’s Treasure X and Shopkins brands.

Magic Mixies is an interactive toy with a cauldron, wand, spell book and ingredients for mixing magic potions. After filling the cauldron with water, children are prompted to add ingredients—foam and bubbles—to reveal a completely dry Mixie creature that responds to touch and wand.

Since their launch on October 1, these toys have become Moose’s highest weekly sales product line. The toy company announced last week that it plans to sign a license agreement for Magic Mixies, and plans to launch the first batch of licensed products in time before the 2022 holiday. The consumer product plan will first be launched in North America, Australia and the United Kingdom, and then promoted globally.

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