Toy market news

Moose Toys fast-tracks licensing program for Magic Mixies

Moose Toys is conjuring a global takeover for its newest brand

The company is accelerating a global consumer products licensing program and robust entertainment plan for Magic Mixies, which just launched on Oct. 1. In just a month, the interactive toy has become the highest-grossing SKU per week in the company’s history - eclipsing the toymakers’ previous records for Shopkins. The company reported online and in-store sales of 100,000 units for the week of Oct. 17.

With the Magic Mixies Magic Cauldron, kids mix various ingredients into a potion, tape and wave a magic wand, and watch as a mist rises and clears to reveal a Mixie plush creature that makes sounds, lights up, and interacts with the wand.

Moose Toys will kick off its Magic Mixies consumer product program at Brand Licensing Europe on Nov. 17.