Enormous popularity of cute, character-led collectibles to drive major licensing campaign

Bulldog Licensing, one of the UK’s leading licensing agencies, has been appointed by brand owner Moose Toys to licence Pikmi Pops. Moose, the inventor of global phenomenon Shopkins, recently launched the super cute plush, collectible toys and in only a few short months they have shot up the NPD charts to become the second-biggest new brand in the territory.

The scented, collectible toys are based around a group of tiny, cute animal characters housed in different-sized lollipop-shaped vessels and come with a range of surprises including wristbands, keyrings and much more, Launched in 2017, Pikmi Pops have become a big hit with their target market of girls aged 5 to 9, who love the quirky characters and the element of surprise when they unwrap each vessel. They also love the sweet scents, which include blueberry, peppermint, bubble-gum and chocolate.

The range continues to evolve, with series two having just hit shelves. The stars of Pikmi pops – including Pichi the dog, Ebby the bunny, Leroy the monkey, Ollie the bear, Picki the parrot and Fetti the cat now come with brand new collectible surprises including sweet messages, toys and stationery as well as the much-loved scented plush in their lollipop vessels. There are even collectors’ guides so fans can discover whether their toy, gift or plush is limited edition.

The Pikmi Pops brand is already supported by a powerful multimedia campaign across YouTube, websites, social media, TV, magazines and PR. The next stage will be an expansion of the popular characters to a number of licensed categories launching from the end of 2018 with Bulldog in advanced conversations across all key categories.

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Bulldog Licensing Director Vicky Hill says: “The wit and charm of Pikmi Pops, combined with their collectability and surprise value, has made for the development of a very popular and well-loved brand in a very short time. I have no doubt that the retail performance of Pikmi Pops in licensed categories will match that of the original Pikmi Pops toys.”