Toy market news

Rubies strikes pan-European alliance with ZAG for new Miraculous: Tales of Ladybug & Cat Noir dress up

The global costumes giant, Rubies has forged a pan-European alliance with the independent animation studio, ZAG, to develop, manufacture, and distribute a dress up and accessories range for Miraculous: Tales of Ladybug and Cat Noir.

The latest in the pair’s partnership arrives ahead of the premiere of the $100m theatrical movie, Ladybug & Cat Noir: Awakening, slated for release this autumn and spring 2022.

The new agreement is a testament to the robust partnership between ZAG and Rubies, cultivated over five years, and resulting in the continued strength of Miraculous costumes sales across EMEA. Together, the two companies plan to bring further innovation to the character costumes for the hit TV show, supporting the sustained growth and viewership.

The renewed partnership will see more focus on dual marketing activations and content creation produced between the two brands to reach millions of fans.

Season Four of Miraculous saw its world premiere on April 11 this year when it bowed on TF1 in France, before rolling our across the globe. Upon its debut, the premiere attracted a 47.7 per cent market share among kids aged four to ten, and a 25.9 per cent female audience share.

The series now airs in over 120 countries across the globe and is ranked number one in multiple territories, including France, Spain, UK, Italy, Turkey, Poland, Middle East, and more.

Meanwhile, in the digital realm, Miraculous attracts over 19.6 million subscribers across its nine official YouTube channels, currently available in eight languages. With a total of 25 billion views, fans have collectively viewed more than 1.7bn hours of content.

Miraculous is available on TikTok, Facebook, Twitter, Instagram, and Tumblr – whose 12 official accounts feature dedicated accounts for the series’ main characters – boasting 6.6 million followers in total. Miraculous is the winner of 19 awards, including the 2018 Teen Choice Award for Choice Animated Series and airs in over 120 territories around the globe.