Poetic Brands is continuing to expand its baby, children’s wear, and accessories division, this time through an extended partnership with Moonbug Entertainment to develop an apparel range based on the My Magic Pet Morphle brand.

The deal was brokered by The Point. 1888 who manages the rights for Moonbug’s properties across EMEA and will see the apparel specialist create a collection of accessories, children’s clothes, outerwear, and swimwear.

Morphle is Mila’s magic red pet, who can morph into anything – a sweet puppy, a giant truck, a cool dinosaur or anything that Mila’s playful mind can imagine. With over 250 episodes in its library and content in 12 languages, the show teaches preschoolers the themes of friendship, problem solving and creativity, and is available on a range of digital platforms including YouTube, Amazon, Netflix, Apple TV, and most recently, was part of a deal to be shown on Virgin Media platforms.

The consumer products programme for the imaginative and playful kids’ brand, managed by The Point.1888 has also begun with a deal with Thinkway Toys as Master Toy partner. 

Anne Bradford, director, Poetic Brands, said: “My Magic Pet Morphle offers fantastic animation based around a magic pet store, which will enable us to create some interactive and fun products. It completes a strong portfolio of properties for this area of the retail market.”

Becky Langer, senior commercial manager, soft goods at The Point.1888, added: “We are thrilled to partner with Poetic Brands on this exciting range for My Magic Pet Morphle fans. We believe that their design, manufacturing and speed to market capabilities will ensure that fantastic products come to market in 2021, quenching the pent-up consumer demand for this phenomenal growing brand.”