Gifts Today magazine

Shopkins licensing campaign expands to games, posters and more

The licensing campaign for Shopkins — the hit new girls’ collectible range that’s taking the UK retail market by storm — is expanding fast with the announcement of three more licences: in games, posters and amusement plush.

Winning Moves, a leading maker of board games, card games, and puzzles, is set to launch their Shopkins range with Top Trumps card game in markets worldwide and will follow up with more exciting games for the EMEA and Asia/Pacific markets. Pyramid, a leading name in licensed images, will offer posters in all sizes for the UK and Ireland market and Whitehouse Leisure, the leading market innovator in amusement plush and redemption products, is to produce plush and key chains for the European amusement channels. The new licensees join a programme that already boasts the support of major companies including Pedigree Books, DJ Murphy magazines and Scholastic.

The games ranges will be available from spring 2015 with the poster range available now. The Whitehouse range will reach the amusement market across Europe from mid-2015

Distributed in the UK by toy powerhouse Flair, Shopkins are the super cute, super tiny, grocery-themed collectibles that are inspired by items from aisles in the grocery store and come with adorable shopping bags and baskets. With a strong programme of through the line marketing, more than five million views on Shopkins YouTube in less than two months and more than five million views on videos posted by independent toy reviewers, as well as a powerful social media presence Shopkins is looking to be the biggest brand ever produced by Australian company Moose Toys. In fact, Shopkins have proved such a hit with girls that some of them have been selling on eBay for over £1,000!

The property is already hugely popular in Australia and the US and has now hit the UK — with retailers eveywhere struggling to keep the line in stock and having to airfreight in new supplies to fulfil consumer demand.

Bulldog, which represents the brand in the UK market, is already in advanced discussions with licensees in back to school, stationery, apparel and many more with announcements regarding partners in multiple product categories due soon.

Bulldog Group MD Rob Corney says, “These three licensees are major names in their fields and their enthusiasm for the Shopkins brand is a strong vote of confidence in these funny, delightful and charming characters. We’re looking forward to a very busy 2015 for Shopkins.”

Moose Toys, adds, “We’re all thrilled with the success of Shopkins and the speed with which the brand has taken off in the UK. Shopkins is a fast becoming a licensing phenomenon to match its success in the grocery market.”


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