Industry News

MGA Announces National Promotion for Num Noms

22 May - 2017

Tags from the story: Menchie’s, MGA Entertainment, Num Noms.

MGA Entertainment teams up with Menchie’s Frozen Yogurt for special nationwide Num NomsTM promotion.

Summer is getting a little sweeter as the world’s leading private toy company, MGA Entertainment (“MGAE”), and Menchie’s, the nation’s largest self-serve frozen yogurt franchise, partner for a nationwide promotion available only at Toys“R”Us®Num NomsTM, the hottest collectible with more than 400 characters and 50 smell variations, will launch an exclusive Menchie’s “starter pack” featuring the Menchie’s Sweet Friends, available only at Toys”R”Us stores nationwide and online beginning July 2017. 

To kick-off the partnership, approximately 420 Menchie’s stores throughout the United States will get a “Smell so delicious” campaign makeover, featuring two exclusively designed limited-edition frozen yogurt cups.

The promotional opportunity with Num Noms is uniquely suited to deliver on our top priority to develop marketing strategies and promotional partnerships that increase market share, while underscoring our mission to spread smiles to all of our guests nationwide,” said Amit Kleinberger, Menchie’s CEO. “We are excited to see our Menchie’s Sweet Friends transformed into collectible, scented Num Noms characters that are sure to make people smile.

Menchie’s stores are colorful, fun and friendly, bringing a smile to every guest in much the same way that Num Noms creates a truly unique and engaging experience for its fans,” added MGAE’s Head of Global Licensing, Juli Boylan. “As Num Noms and Menchie’s fans celebrate the joys of summertime, both brands will benefit from exposure to the other’s similar spirit of fun and friendship.”

Num Noms, which first launched in the U.S. in December 2015, has continuously delighted millions of children with each new series release. With the newest edition to the franchise being Num Noms Lights, more characters and combinations will be coming to market in summer 2017. According to The NPD Group, Num Noms was the #2 dollar growth property in Playset Dolls & Accessories YTD March. On its own, the Num Noms Blind Bags Assortment ranked #6 in Playset Dolls & Accessories and ranked #28 in Total Toys YTD March. (Source: The NPD Group / U.S. Retail Tracking Service/ Playset Dolls & Accessories Class / January – March 2017 / Dollars).

Num Noms have topped the lists of media and blogger gift guides, prestigious holiday toy lists from mega retailers, ranked in the top 10 of most Googled holiday toys and was a finalist in the “Collectible of the Year” category at the Toy of the Year Awards.

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