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MGA grows Num Noms portfolio with apparel, footwear and accessories

MGA Entertainment is preparing to launch a robust licensing programme for its hit property Num Noms.

New partnerships secured in the US will take the brand into product categories including crafts, puzzles, footwear, clocks, dress-up, party goods, stationery and more.

Since launching in December 2015 and in the UK in spring this year, Num Noms has become one of the top 40 bestselling toys, having made a strong digital impression with over 100 million views on YouTube.

As a result, MGA Entertainment will begin rolling out the first licensed products in the US, with apparel, sleepwear and accessories leading the charge.

Additional programmes will debut in the spring, followed by the full programme available at retail in autumn next year.

New partners to have joined the Num Noms property, include Canal Toys, Ceaco for puzzles, ES Originals for footwear, MZ Berger for clocks and banks, Palamon International for Hallowen costumes, Party City Holdings for party goods, Scento for stationery.

The new partners join a growing portfolio of licensees for the brand that already includes Accessory Innovations with bags and backpacks, Berkshire Fashion for hosiery, Taste Beauty with beauty products and more.

“The response to Num Noms from consumers, buyers and licensees, has been extraordinary with the toys in distribution across all retail segments in the US quickly selling out,” said Juli Boylan, global head of licensing, MGAE.

“In less than one year, we have expanded the reach, appeal and licensing opportunities as we introduce each new series of characters.

“We are teaming up with licensees across all product categories here in the US and as we turn our attention to international licensing partners while at Brand Licensing Europe, the excitement and anticipation surrounding Num Noms adds yet another delicious layer to this very popular property and heightens industry awareness.”

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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