Home / Entertainment / Lisle Licensing kickstarts licensing programme for collectables brand SuperZings

Lisle Licensing kickstarts licensing programme for collectables brand SuperZings

Two new SuperZings board games developed by John Adams are tipped to hit shelves this summer as part of a licensing programme that will expand the collectables IP into new product categories.

Joining the two new gaming titles will be a SuperZings magazine from the children’s publishing specialist, DJ Murphy.

The deals are the latest to be secured by the SuperZings brand owner Magic Box Toys – the team behind the likes of Zomlings, GoGos Crazy Bones an Star Monsters – and its licensing agent Lisle Licensing. Together, the pair are working on building out a portfolio of licensing partners.

“A licensing programme is a natural progression for SuperZings, which is currently the number six collectible brand in the UK (NPD) and number five in Spain,” comments Julia Cake, UK & Ireland commercial director, Magic Box Toys.

“Series 3 launched earlier this month and sales are already up 130 per cent compared to the launch of Series 2 last September, a statistic driven by tremendous retailer support as well as demand from children keen to find the Ultra Rare character – Mr King.

"The colourful, comic-book-style world we’ve created for SuperZings offers an array of great licensing opportunities and we’re delighted to be partnering with Lisle to ensure every avenue is explored. We’re excited to see the different ways in which children can now interact with the brand through games and publishing.”

Hitting shelves in June, John Adams is bringing SuperZings to life with the SuperZings Race to Rescue Pressmatic game.

Players take turns to race around the board collecting SuperZings gang tokens and the first player to gain a complete set wins the game. Designed for two to four players, the pressmatic game is suitable from age four and contains a rare SuperZings character.

Meanwhile, in the SuperZings Battle Game, players pick a character and a battle power card to decide which battles to face from the double-sided game board.

Taking turns to roll the dice to determine which battle power is being challenged, the winner of each contest progresses along the board. The first player to reach the centre and overcome Enigma wins the game to claim the rare SuperZings character!

Finally, marking the first ever publishing deal for Magic Box, DJ Murphy will be launching a monthly SuperZings magazine. The interactive magazine will feature be adventures, activities and giveaways, plus each issue will come with two SuperZings characters.

Issue one, which hits shelves in March, has already achieved strong listings.

Lisle Licensing’s Francesca Lisle, said: “From the second we saw SuperZings, we knew it would lend itself well to a licensing programme.

"The games and magazine are just the beginning – with such a rapidly growing fanbase of young children who are so thoroughly engaged with the hero vs villain play pattern, we know there is plenty of opportunity to explore further ways of bringing the brand to life through licensing.

"This is a very interesting and innovative category in our industry and we are thrilled to be representing Magic Box.”

SuperZings are everyday objects brought to life in a fun, comic ‘Hero vs Villain’ rivalry theme. Clad in iconic superhero capes and eyemasks, there are more than 80 multi-coloured characters to collect, each with a matching ‘rival’.

The brand has put Magic Box firmly on the map with global expansion into 11 territories outside the UK. Significant marketing investment has been made to support each launch which includes the USA, Middle East, Russia, South America and Indonesia.

In addition Magic Box is currently gearing up for the introduction of its new IP – MojiPops – which taps into 2019’s popular toy trend promoting mindfulness in children.

MojiPops Series 1 is made up of everyday objects brought to life as unique, fun-loving characters with an array of colourful emotions based on popular emoticons.

From an ice cream to a cactus, a television to a pillow, each 90p blind-bagged character has a removable double-sided face: flip it over to switch between emoticon-based expressions depicting a huge variety of sentiments, or even swap faces completely with another character in the collection.

Children can switch their character’s mood from sleepy to happy, sad to cool, devilish to angelic – there are six different-coloured face pieces, each with two distinct emotions to alternate between. There are 90 different characters to collect, from the worlds of pets, home, nature, travel, music, food and sport, including six ultra-rare Glitter Moji Pops.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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