The home of great brands
Apr, 2024
Innovative Toymaker Moose Toys’ Magic Mixies retail phenomenon and hit show attracts two additional licensees

Popular brand inspires fashionable footwear, umbrellas, jewellery, accessories and much more coming in 2024

Bulldog Licensing, one of the licensing industry’s leading agencies, has announced two new partners for the phenomenally successful Magic Mixies property from innovative toymaker Moose Toys.

William Lamb Group, a major name in footwear for over 130 years and an expert in design to delivery production is planning a range of footwear, bags, purses and accessories for the Magic Mixies brand. Launching initially with a retail exclusive bag in Spring 2024, the full range of products will be in development later in the year.

Additionally, Imagine8, which specialises in manufacturing licensed character merchandise and offers a comprehensive supply chain solution for the world’s leading children’s brands, will be developing Magic Mixies jewellery and accessories. They will be launching with a retail exclusive cap and sunglasses in Spring.

Both ranges will be aimed at the children’s and tweens’ market, making full use of the colourful characters, logos and imagery that have strengthened the success of the Magic Mixies brand in the toy and plush space.

Sandra Vanstan, head of licensing, William Lamb Group, said: “This innovative and colourful toy brand has clearly caught the imagination of kids everywhere and is perfectly positioned to bring its magic to many licensing categories, We’re enormously excited to be taking Magic Mixies into footwear, umbrellas and more in which we are certain the brand will enjoy even more success.”

Norman Thompson, managing director, Imagine8, said: “Bringing together the massive appeal of Magic Mixies with our own expertise in licensed character merchandise is a great opportunity to extend this popular property into new categories. Jewellery and accessories are perfect for Magic Mixies and we’re delighted to have been chosen to bring these key products to retail across the UK.”

Magic Mixies is also a hit on streaming services too. The Magic Mixies series, which Initially launched on YouTube and Kidoodle TV in May 2022,  followed by a global launch on Netflix in early 2023, is boosting an already phenomenally successful brand within and beyond the toy category that made it famous.

Nightwear from Aykroyds TDP, and publishing lines from Curious Universe appeared in 2023 and will soon be joined by insulated, reusable containers for healthy food and drink from DNC, a Bath Potion gift set and Popping Bath Crystals from Kokomo and, along with the new ranges from William Lamb Group and Imagine8.

Many more licensing extensions have been signed or on the way. Bulldog is in advanced discussions with several partners across secondary toy, arts and crafts and activity, publishing, home and further soft lines, with new announcements expected shortly.

Bulldog and Moose Toys are building on Magic Mixies’ astonishing strength at retail, which has shown incredible growth since it first launched, supported by a strong marketing support.

Rob Corney, managing director, Bulldog commented: “The phenomenal success of Magic Mixies continues, both for the retail property and for the growing number of licensing extensions it inspires through partnerships with leaders in their field like William Lamb and Imagine8. We’re thrilled to welcome these high-quality partners to a campaign that is getting more exciting by the day.”

Lucy Wynn-Jones, licensing director, Moose Toys, added: “These important additions to the licensing campaign fuel the growing popularity of the brand and fans’ desire to share their love of all things Magic Mixes.. With retail demand high, a hit streaming show and more licensee announcements on the way,  our partners continue to build on the momentum of Magic Mixies.”

Jun, 2023
Bulldog Licensing announces licensing and broadcasting growth for Odo

Key licensing partners appointed as pre-school show is sold into multiple territories

Bulldog Licensing, one of the licensing industry’s leading agencies, has announced continuing licensing growth for Odo, the lovable little owl with BIG ideas, whose adventures are already a hit on Channel 5’s pre-school service Milkshake! in the UK and have now been sold to broadcasters around the world.

Odo is also spreading his wings in the world of licensing – beginning with publishing. The first two English-language book titles from Pan Macmillan launched in March, and a further two titles will publish later this year.

The first two titles – Odo ‘Super Owl!’ and Odo ‘The Egg’ – invite children to join Odo and his friends in their adventures at Forest Camp in warm and funny picture book stories that help to build self-confidence and empathy in pre-schoolers, just like the TV show.

Based on the brand’s core values of tolerance, acceptance and gentle lessons in social justice, the books in this new series include a special spread at the back with reading tips for parents and carers, as well as offering questions and prompts to encourage conversation about the books, the characters and key themes.

‘Super Owl’ has already been very well received by the pre-school audience – notably as part of the Milkshake! Mornings live book readings for kids at Parkdean Resorts, the UK’s largest holiday park operator. Readings of the books will also be featured in an upcoming season of Story Den on Milkshake!

With consumer interest in the property growing fast, the UK licensing programme for Odo is now well under way, with a number of best-in-class partners appointed. They include Poetic Brands (apparel), RJ Bags, Roy Lowe (character socks) and Rainbow Productions (children’s characters for commercial events). And, of course, there’s the Master Toy partner, Wow Stuff, a byword for innovation and an award-winning partner to Tier One brands. The licensing programme is also beginning to roll out in key international territories.

The Bulldog-managed licensing campaign is building on the growing popularity of the beautiful 2D-3D animated series for pre-schoolers in which a little owl at the Forest Camp for Young Birds learns about friendship and self-belief among a diverse and delightful group of feathered creatures.

Season one airs on weekdays on Milkshake! in the UK. Season two is currently in development. Internationally, Odo has been sold to 145 countries and a large number of major broadcasters including Kika (Germany), RAI (Italy), ABC Kids (Australia), Canal+ (France), MiniMini+ (Poland), Warner Discovery (Latin America), Tencent (China), Knowledge Kids & TVO Kids (Canada) and many more. The show is already delivering very strong ratings across all the key channels on which it has launched.

Sophie Yates, Brand Manager at Bulldog Licensing, commented: “Warmth, humour and very engaging characters are combined with themes of creativity, imagination, kindness and friendship in this winning and delightful TV series. Odo is enjoying a very strong response from broadcasters and viewers – and we have no doubt this appealing and original character will be equally popular with licensees.”

Jan, 2021
Guide Dogs joins Bulldog Licensing portfolio

Agency set to build consumer products range for the UK national charity

Joining Bulldog Licensing’s carefully selected portfolio of brands this month, is Guide Dogs – which supports people with sight loss to live actively, independently and well. Bulldog will be creating a consumer products campaign for Guide Dogs, one of the nation’s favourite charities.

Building on the charity’s unrivalled reputation for raising puppies to become life-changing partners, the licensing programme will target dog owners with high-quality pet products, training aids and pet travel accessories. Outside of this core area of dog-specific product lines, the programme will see Bulldog bring to market a wide range of items aimed at dog lovers everywhere ranging from collectable toys and apparel to accessories, homewares, gifting, collectibles and stationery all focused on the amazing dogs, trained by an incredible team of people, to make a life changing difference to visually impaired people throughout the UK.

As well as Raising puppies to become Guide Dog partners, the charity, which was recently named as the 6th most popular UK charity in a YouGov Poll, is also the largest provider of services for children and young people with a vision impairment

Guide Dogs has an unparalleled reputation for canine care and expertise as the world’s largest breeder and trainer of dogs, making it the perfect brand for dog lovers nationwide.

Rob Corney, MD, Bulldog Licensing, comments: “Guide Dogs does some incredible work helping people with visual impairment to lead happy, independent lives safely through their incredible dog partnerships, which gives them a special place in the heart of the UK population. We’re excited to start building a range of products for Guide Dog owners and trainers themselves, as well as our nation of dog lovers.”

Nov, 2020
Bulldog Licensing grows Kindi Kids programme with two new partners

Little Brother Books and Texco on board for rapidly growing preschool property

Leading European agency, Bulldog Licensing, has announced two new deals for leading toy company, Moose Toys’ preschool doll brand Kindi Kids, as it reaches an enormous 44 million views on YouTube.

Little Brother Books has inked a deal to produce Christmas, seasonal and activity annuals for the popular Kindi Kids brand, from leading toy company Moose Toys. Moose plan on more content and product launches for SS2021.

Also joining the Kindi Kids consumer products portfolio is Texco with a range of bedding and home textiles to include duvet sets, curtains, bean bags, towels, cushions and fleece blankets, using images of these adorable preschool characters along with scenes from the YouTube original content.

Bulldog Licensing, who manage the UK licensing rights for Kindi Kids have been overwhelmed by the positive reaction to the brand in the UK, from both retail and licensees, and are now building a portfolio of carefully selected partners across all categories.

Vicky Hill, Brand Manager, Bulldog Licensing, comments: “We are delighted to welcome Texco and Little Brother Books to the exciting Kindi Kids programme. The brand is surpassing all expectations and there is an enormous amount of activity planned to keep the preschool audience engaged.

“ Kindi Kids is the No.1 large doll brand in the UK and with a fantastic, expanded range on the market for AW20 we are seeing phenomenal sales. Consumer demand for licensed product is huge and we are excited to launch the new ranges to retail.”


Nov, 2020
Bulldog adds BOY GIRL DOG CAT MOUSE CHEESE™ to roster

Bulldog adds BOY GIRL DOG CAT MOUSE CHEESE to roster

Cloudo Entertainment, a leading entertainment studio and home of evergreen animations, including Care Bears: Unlock the Magic and Holly Hobbie, launched BOY GIRL DOG CAT MOUSE CHEESE November 2019 on CBBC.

The new show is aimed at 6- to 12 year-olds and focuses on a blended family, making it hugely relatable for children today. The narrative is all about people from different families overcoming their differences and learning to live together under one roof.

Season 1 of the show currently airs daily on CBBC and BBC iPlayer, enjoying great success to date. BOY GIRL DOG CAT MOUSE CHEESE has been a top performer for the channel’s linear broadcast and on its i-player since its launch in November 2019 and has consistently been on the top-5 kids shows’ list. The popularity of the initial episodes led to season 2 being commissioned and ordered by BBC.

Leading European agency, Bulldog Licensing, will be creating a licensing programme for the quirky show, and are discussing the property with potential partners across children’s apparel, accessories, publishing, puzzles and games, stationery and homewares, among others.

Sophie Yates, Licensing Executive, Bulldog Licensing, says: “BOY GIRL DOG CAT MOUSE CHEESE is really relevant to today’s children and tweens, and approaches the subject of blended families with humour and fun throughout. The unique, recognisable characters and animation provides brilliant style guides for licensees to work with for new product development. The show has been incredibly well received and is set to grow in popularity as the forthcoming series launches.”

Roubina Tchoboian, Vice-President of International Licensing at Cloudco Entertainment, added: “Bulldog has built extremely successful licensing programmes for our properties thus far, and we look forward to seeing the key themes of BOY GIRL DOG CAT MOUSE CHEESE come to life through what we’re confident will be a successful range of licensing partnerships.”

Oct, 2020
Truffle Shuffle adds Holly Hobbie™

Bulldog inks deal for adult apparel and gifting range for Cloudco Entertainment’s classic brand

Bulldog Licensing is expanding its programme for the hugely successful Holly Hobbie classic brand, adding Truffle Shuffle to the programme in addition to renewing the retailer’s deal for one of Cloudco Entertainment’s other iconic brands, the Care Bears™.

The new collection for Holly Hobby launched recently and includes limited edition t-shirts, mugs and, tote bags based on the classic greetings card character from the 1960s, illustrated by the artist of the same name.

The Holly Hobbie property was originally introduced in 1967 when the American author sold artwork of the rag dress-wearing, cat-loving, little girl with a huge bonnet, to American Greetings. The distinctive character quickly became popular and the first licensed product came to the market in the form of a line of rag dolls from Knickerbocker Toys in 1975 followed by a myriad of licensed goods in other categories including crafts, apparel,  lifestyle, publishing, stationary, dinnerware, home goods and more.  The Holly Hobbie property has since generated over $1bn in retail sales.

Bulldog Licensing is now managing the rights for the brand in the UK and Eire and is building a programme around the classic artwork targeting adults, as well as a live-action, music-driven kid’s programme, based on the hugely popular new show on CBBC soon to be in production on its third season.

Rob Corney, MD, Bulldog Licensing, comments: “We’re thrilled to have Truffle Shuffle on board for Holly Hobbie as we build a licensing programme for this much-loved brand. They have already done a fabulous job with the Care Bears collection, and we are delighted with the new lines for Holly Hobbie.   The brand has beautiful artwork, an instantly recognisable design, and huge vintage appeal for today’s audience.”

Aug, 2020
Moose Toys preschool hit Kindi Kids inspires new collection from Blueprint

Kindi Kids stationery and accessories range due to hit UK shelves next Spring

Bulldog Licensing, which represents the licensing and merchandising rights for Kindi Kids, the popular preschool brand from leading toy company Moose Toys, throughout the UK, has announced a new deal with Blueprint Collections Ltd, a leading UK designer and distributor of licensed stationery and bag collections.

This new licensed range from Kindi Kids, which is the top-selling large doll in the UK is set to include backpacks, notebooks, colouring activity books, scrap books, pens, pencils and crayons to keep the under 5s audience entertained with their favourite bobble-headed doll characters.

Since launching a year ago, Kindi Kids has taken preschool toy market by storm. The brand has held the top spot in the Large Doll category for the month of June and YTD, whilst also maintaining a strong position of #17 item in Total Toys. Retailers are now excited to expand their product offering for this super fun brand across a wide range of new areas.

The bright, bubbly Kindi Kids characters share their journey through their magical rainbow kindergarten with their YouTube fans and aim to show children how much fun kindergarten can be. The characters are full of life, with big glittery eyes and bobbling heads, colourful outfits and accessories.

Bulldog Licensing, a leading European agency, is building a strong consumer product offering to compliment the core toy lines. Meanwhile licensor Moose Toys is ensuring continued momentum for the property with new content, regular new toy lines, and a heavyweight marketing campaign.

Vicky Hill, Licensing Director, Bulldog Licensing, says: “Kindi Kids is establishing itself as a leading preschool and doll brand, with its bright, fresh new approach to the market. We are thrilled to have Blueprint Collections on board to further enhance the licensing programme with bags and stationery for the cute preschool dolls.”


Jul, 2020
Bulldog Licensing welcomes Rolling Stone

Agency set to grow consumer products range for iconic media brand across Europe

Bulldog Licensing has been appointed as the European licensing agent for Rolling Stone – the authoritative voice in music, entertainment and politics. Established for 50 years, Rolling Stone spans print, digital, social and events, and is now looking to leverage its brand, develop products and reach its extensive audience in new ways.

In the US, the Rolling Stone licensing programme is already underway with brand owners, Penske Media Corp already working with licensees including Anheuser-Busch’s brewery Elysian Brewing for a Rolling Stone Lager, publishing deals with Alfred Publishing, Sellers Publishing, and Meredith, puzzles and games from Spinmaster companies and location based experiences including the Rock Room on Holland America and the Rolling Stone Bar & Grill at LAX airport.

Rolling Stone has an enormous monthly footprint of 42 million people across its platforms, who access the brand for its stunning photography, insightful reviews, in-depth interviews and award-winning journalism.

Across social media, Rolling Stone has five million Facebook fans, 4.5 million Instagram followers and 6.3 million Twitter followers worldwide. The UK is one of the strongest audiences and provides one million unique users and 6.8 million page views each month to the website. Across Continental Europe, the brand enjoys a huge footprint with local editions in Italy, Germany and France reaching millions of people every month.

Discussions are already well underway with licensees across a diverse area of products with announcements expected very soon.

Rob Corney, MD of Bulldog Licensing, comments: “Rolling Stone is a true icon in the music, entertainment and politics industry and has a huge, dedicated audience. We’re thrilled to have them on our roster and are looking forward to building a consumer products programme across the diverse core classic and vivid culture graphic collections.”

May, 2020
Bulldog Licensing named as King Features new UK & Ireland agent

Bulldog will build on programmes for Popeye, Betty Boop, Cuphead, Flash Gordon and The Phantom, following semi-retirement of King Features’ long-term UK agent, John McInnerny.

Bulldog Licensing has been confirmed as the new UK and Ireland agent for King Features.

The agency will now be looking to continue the momentum of King Features’ brands throughout the territories, further expanding the reach of Popeye, Betty Boop, Cuphead, Flash Gordon and The Phantom.

The appointment follows the semi-retirement of John McInnerny, founder of Allsorts Licensing, King Features’ long-term UK agent.

Bulldog Licensing will look to build upon the success of the established licensing programme in the UK and Ireland, with representation for these classic characters across merchandising categories.

King Features’ is currently continuing the anniversary celebrations for Betty Boop’s 90th and Olive Oyl’s 100th.

“We’re extremely excited to have Bulldog Licensing onboard to represent our iconic characters in the UK and Ireland, and we expect great things to come for our brands,” said Carla Silva, vice president and general manager, global head of licensing, King Features. “But the appointment is bittersweet. John McInnerny of Allsorts has been a dedicated agent and friend to the King Features family for many, many years.

“He is extremely well respected across the industry and his great sense of humor endears him to everyone he meets. We regret that our working relationship has come to an end but wish him a very happy and restful semi-retirement. Looking toward the future, we are eager to explore the next era of merchandising and promotions in the territories with Bulldog Licensing.”

Rob Corney, group md of Bulldog Licensing, added: “King Features owns one of the most iconic collections of character brands in the world and the team at Bulldog are incredibly excited to have the opportunity to continue their expansion in our home territory.

“On a personal note, I would like to wish John McInnerny all the very best as he moves to semi-retirement. John has been a huge influence on the licensing market and has been someone who has provided untold help and advice to me over the years. To pick up his mantle is a great honour.”

The appointment of Bulldog continues King Features’ global expansion strategy as it looks to extend its international reach. Across recent months it has appointed agents across the world including MJA Licensing in France, WildBrain CPLG in Germany, Black White Orange in India, Vertical Licensing in Brazil, as well as renewing its relationship with current agents around the world.

Feb, 2020
Bulldog signs Power Players

Leading European agency adds new comedy-action animation from Zag to its roster

Bulldog licensing is in discussions with a range of potential partners for the new Zag Studios animation which launches in the UK on Cartoon Network this month.

The new partnership will see Bulldog Licensing managing the licensing programme in the UK and Eire for the new fun show with real stakes, large laughs and over-the-top action. The agency is in negotiation with licensees across a range of categories including apparel, home, gifting, publishing and more.

The toy range from Playmates, distributed in the UK by Flair, is readying for release in Q4, along with other core merchandise, and will feature action figures, vehicles and role play items at launch. Retail reactions to the new line at the recent toy shows has been phenomenal and the range will be supported by a heavyweight marketing programme.

The TV debut will consist of 78×11’ episodes about the super-powered characters disguised as toys led by Axel, a human boy, who joins the smart toy world he is partly responsible for creating. Courage, comedy and stunning visuals combine in an action-packed show filled with engaging characters.

Rob Corney, MD, Bulldog Licensing, comments: “We’re thrilled to welcome Power Players into the Bulldog family. The fun, fast-paced series is a real showcase of the huge talent at Zag, and the strong characters and storylines have made for a colourful and creative style guide which will inspire leading licensees across categories.

“Our initial discussions with potential partners have been overwhelmingly positive, and we are looking forward to announcing new deals and rolling out the consumer products soon.”