Licensees Focus

MGA Expands Licensing Program for NUM NOMS, Signs 40 Partners

8 May - 2017

Tags from the story: MGA Entertainment, Num Noms.

Company signs over 40 new licensees spanning the globe.

Leveraging the momentum generated by securing top rankings in numerous industry, media and retailer must-have holiday toy lists this past season, MGA Entertainment, Inc. (www.mgae.com) “MGAE”, the world’s leading privately held toy company, has secured another 40 new licensees for a total of 80 worldwide licensing partners for its hit property Num Noms™ the scented novelty + collectibles “novibles” that girls can mix, match and stack in more than 5,000 variations, creating a truly unique and engaging experience for themselves–and to trade with friends. The announcement was made by Juli BoylanGlobal Head of Licensing, MGAE.

From the first Num Noms licensed products – apparel, sleepwear and select accessories – to hit retail in the U.S. in fourth quarter 2016, through today, the brand continues to exceed our expectations, appealing to a wide consumer base of young girls, collectors and others with a keen appreciation of whimsy,” said Boylan in announcing the brand’s new licensing partners. We are very excited to be launching key categories this spring, and the full program worldwide in the fall.  Num Noms also continues to grow in the U.K. and European markets and so our focus as we head into Licensing Expo is to meet with potential partners in the ancillary categories, and further expand the brand in key international territories throughout the Asia Pacific and Latin American markets.

This past holiday season, Num Noms, which first launched in the U.S. marketplace in December 2015 and targets girls ages 5-9, has fast become one of the top bestselling toys for girls and a runaway hit at retailers such as Toys”R”Us, Walmart and Target, and ranked in the top 10 of most Googled holiday toys! According to The NPD Group, Num Noms was the #2 Growth Property in Playset Dolls and Collectibles YTD February. On its own, the Num Noms Blind Bags Assortment ranked #4 in Playset Dolls and Collectibles and ranked #22 in Total Toys YTD February. (Source: The NPD Group / U.S. Retail Tracking Service/ January – February 2017 / Dollars)

Additionally, Num Noms was a finalist in the “Collectible of the Year” category at the TOTY Award.

In response to this rapid success for the Num Noms toy line, MGAE has secured over 80 A-list licensing partners worldwide across all major categories of softlines, hardlines, and publishing, creating a scrumptious global licensing program.

Among its NEW global licensing partners are:

Apparel and Accessories:

PhatMojo (U.S., Puerto Rico)

Intimo  (U.S.)

Jellifish Kids, Inc. (Canada)

Mad Engine (Canada)

Danawares (Canada)

BrandHouse Footwear (Canada)

HEYS (Canada)


Smith and Brooks (U.K.)

C&M Licensing (U.K.)

BCI (Australia, New Zealand)

Benson’s Trading Company (Australia)

Caprice Australia Pty (Australia and select territories in Europe)

HER Accessories (select territories across Europe)


MegaToys  (U.S.)


Sakar (U.S., U.K., France)


Kennedy Publishing (U.K.)

DC Thomson (U.K.)

Toys, Crafts, Activity and Party Goods:

Amscan (select territories in Europe)

Play by Play Toys (Europe and Mexico)

Topps Europe (Australia, New Zealand, Latin America)

Anagram/Amscan (Australia, New Zealand)

RMS International (U.K.)

Winning Moves (U.K., Italy)

Home Décor and Furnishings:

Idea Nuova (U.S.)

ERE (U.S.)

Aymax SPRL (Benelux)

M. Toys Monoprosopi EPE (Greece, Cyprus, Bulgaria, Romania)

STOR, S.L. (select territories in Europe, Middle East, Africa

Back-to-School and Stationery:

Trends International LLC (U.S., Canada)

Innovative Design (U.S, Canada)

SmileMakers Inc. (U.S., Puerto Rico, Canada)

IG Design (U.K.)

Bio Pappel Scribe (Mexico)

Sporting Goods:

BH Brands (U.S., Canada, Puerto Rico)

PTX Performance Products USA (U.S., Canada, Mexico)


Yow Brands Limited (U.S.)

Leese Enterprise International Inc. (Canada)

Park Avenue Foods (Australia,New Zealand)

These new global partners join a vast array of MGAE’s licensees for Num Noms, some of which include previously announced partners in the U.S., such as Accessory Innovations, Berkshire Fashions, Bulls I Toy LLC, Canal Toys, Ceaco Inc., Cookies United,Evy of California, E.S. Originals, Franco Manufacturing, HER Accessories, Komar Kids, My Favorite Company, MZ Berger,Palamon International, Party City Holdings, Scentco, Sky High, Starlight Kids, Taste Beauty, Thermos LLC, Toy Factory, Parragon Books, Inc., Cookies United, and Party City Holdings.

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