The hit children’s brand, CoComelon has strengthened its licensing portfolio with the addition of no fewer than 11 new licensing partners, thanks to a slate of signings secured by The Point. 1888 on behalf of the pre-school IP owner, Moonbug Entertainment.
The brand extension specialist was brought on board in August 2020 as the master licensing agency across EMEA for CoComelon and other brands under the Moonbug umbrella, including Blippi, My Magic Pet Morphle and ARPO. Since joining, The Point.1888 has sought to build on the fast-growing popularity and awareness of CoComelon, signing licensees that will give the brand products to widen consumer engagement.
New licensees secured by The Point.1888 for CoComelon, include the clothing specialist, Poetic Brands, the underwear specialist Misirli who will produce CoComelon socks, Egmont Books as the master publisher for story, board, novelty, activity, and sound books, and children’s bedding specialist Character World.
Meanwhile, Crayola will create colouring and activity books, Alligator Products will expand on the Crayola offering with complimentary colouring and activity books, RMS International will produce CoComelon wooden puzzles, arts & crafts, bubble kits, and sensory toys, YWOW will create CoComelon branded collectable mini cube puzzles, Danilo will produce greeting cards, and Sinco Creations will produce accessories and playmates.
Finally, Zak will develop a line of lunchware.
These new licensees join CoComelon’s existing partners Jazwares and Bandai, whose products have already proven hugely popular since their launch in A/W as well as Wow! Stuff, Ravensburger, TDP Textiles, Aykroyds & Sons and Egmont Magazine all launching SS2021.
Becky Langer, senior commercial manager of soft goods at The Point.1888, said: “The broad range of deals we’ve secured ensures that CoComelon’s fast-growing audience can build a greater affinity with the brand and still get enjoyment from it even while away from the TV or iPad.
“The growth of the brand is phenomenal and we only expect this to accelerate once product hits the markets and consumers can fully immerse themselves in the world of JJ and the rest of the CoComelon gang.”
Simon Philips, senior in-house advisor, Moonbug, added: “It is great to watch the affinity for CoComelon grow globally and we’re thrilled to bring a broad range of experiences – from puzzles to clothing – to kids and families everywhere.”
Further developments in CoComelon’s EMEA brand licensing programme are to be announced in the coming weeks and the first products are expected to be in stores by January 2021.