Following recent news released by Moose and GP Flair about the continued success of the Shopkins toy brand, Bulldog Licensing, licensing agent for the property, has reported that the merchandising programme is also gaining pace with success across the board within multiple sectors.

The latest sales data from NPD reveals that red-hot girls’ brand, Shopkins, recorded the UK’s second highest toy sales figures in March – beaten only by Star Wars.

The toy range, distributed in the UK by GP Flair, not only included the phenomenally popular figures and playsets but also Cool Cardz, Shaker Makers, plush and stuffed toys and now boasts the UK’s third biggest toy sales (behind Star Wars and Lego Star Wars) for 2016 to date.

“The success of our Shopkins lines continues to grow,” commented Nic Aldridge, Marketing Director, GP Flair. “The figures are imaginative and irresistibly collectible and have everything that the fans want. The continued innovation from Moose also keeps the brand fresh and exciting, which has added to the longevity that this brand is now showing.”

Shopkins is now the biggest girls’ brand in the UK toy sector, but success is not confined to this category. Licensing agent Bulldog Licensing has secured deals with major licensees such as Gemma (party goods), Fashion UK (apparel), Aykroyds TDP (nightwear and underwear), Spearmark (lunchware, tableware, drinkware and lighting), Topps (collectible and trading cards), VMC (headwear, scarves, sunglasses and more), Blueprint (stationery), Character World (bedding, inflatable chairs and beanbags), Danilo (greetings cards, wrap and calendars), DJ Murphy (magazines), Winning Moves (games), Icon Live (jewellery and hair accessories) and Whitehouse Leisure (amusement plush).

“Shopkins is a phenomenon, so I’m not at all surprised by this strong toy performance,” says Bulldog MD Rob Corney. “We’re also seeing very strong sales in soft lines, publishing, accessories and more. It’s showing incredible growth across all areas and, judging by the amazing developments we’ve still to reveal, the best is yet to come!”

Bulldog Licensing has announced three more licensees for hit boys’ property YO-KAI WATCH.

YO-KAI WATCH follows an average boy, Nate, who gets a special watch empowering him to discover mysterious beings called “Yo-kai.”  Yo-kai are everywhere, causing little nuisances in our daily lives.  Nate’s ongoing quest is to discover the reason for the Yo-kai’s mischievous behaviour, with hopes of talking them out of it.  Each time Nate needs to solve a problem – a problem often caused by another troublesome Yo-kai – he uses his watch to call upon a friendly Yo-kai to aid him.

The anime series has already enjoyed huge success in Japan, where it dominates the television, merchandise, gaming and toy markets, generating retail sales of over €2 billion in less than two years.

In the UK, it looks set to be one of the biggest boys’ shows of 2016. Cartoon Network is now screening YO-KAI WATCH every weekend morning and evening – backed up with major marketing support, including trailers and website competitions.

The latest licensees to get on board with the brand are Danilo (greeting cards, calendars and gift tags, wrap and bags), Spearmark (lunch bags, bottles and lighting) and Blueprint (stationery and bags).

This builds on a burgeoning programme that already includes Cooneen (nightwear and underwear), Fashion UK (daywear), Kinnerton (confectionery), Centum (publishing), Hasbro (master toy), Nintendo (video games), Egmont (magazine publishing) and Panini (sticker collection).

“There’s a massive buzz around YO-KAI WATCH and we’re dealing with huge amounts of interest,” says Bulldog Licensing Manager Vicky Hill. “Even though it’s only just hit the screens I think the quality and potential longevity of the brand are clear, not least from its astonishing success in Japan.”

Bulldog Licensing has wrapped up two new clothing deals for hit boys’ property YO-KAI WATCH.