The expansion of collectibles sensation Shopkins is continuing, with three new food licensees all coming on board after signing deals with Bulldog Licensing.

Shopkins are cute little characters that live in Shopville. There are 148 to collect per series, with series 3 currently on sale in the UK market. The figures surrounding the property are staggering, with more than 100 million characters sold to date, over 500 million views on YouTube across webisodes and fan videos and the brand new app averaging over 5,000 downloads per day. Shopkins picked up the Best Licensed Toy or Games Range at the Licensing Awards this year.

The new licensees are Finsbury Food for celebration cakes, Lightbody Ventures for biscuits and Kinnerton for confectionery. The deals add to a large programme that also covers apparel, party goods, stationery, toys, wheeled goods, publishing, bedding, arts and crafts, annuals, games, posters, amusement plush and more. Licensees include BCI, Gemma, Blueprint, Flair, Aykroyds, Spearmark, Winning Moves, Pyramid and VMC.

“Shopkins is bigger than ever – the collecting craze shows no signs of stopping and Shopkins content is all over the web, so there’s huge brand awareness,” says Vicky Hill of Bulldog Licensing. “This gives all our licensees a fantastic platform and I’m confident our new food partners will reap the rewards when their products hit the shelves – with many of our most popular characters coming from the food teams this is a perfect fit for the brand.”