Moose Toys' billion dollar collectable toy, Shopkins, has announced it has attracted more than 50 licensing partners allowing it to expand into new categories.

The news comes hot on the heels of an earlier announcement that the property will star in an upcoming touring show, Shopkins Live, and partnerships with globally recognised brands including, Pez, Build-a-Bear Workshop and Skechers.

The Shopkins brand continues to transcend its beginnings as a collectable toy, evolving into a cross-category franchise. In 2016 alone, the brand recorded US$1 billion in retail sales across consumer products, with over 1000 characters for fans to collect and 70 webisodes to watch. Shopkins now has over 220 licensees and 18 agents supporting the growth of the brand globally.

Last week the Gruen panel turned their attention to Shopkins, debating its merits, the toy's place in the market and Moose Toys' sales strategy.

“It’s a thrill for us to continue to work with these top-tier licensees who are leaders in their industries,” Nicole Hardiman, Moose Toys head of global licensing said.

“We have big plans for 2018 and 2019 and we’re excited to build upon the success we have experienced over the last few years.”

comments powered by Disqus