Industry News


26 May - 2017

The Point 1888, CPLG and Character Mix join company’s growing roster of international representatives.

Kicking off its participation at the Licensing Expo with the announcement that it has appointed three new licensing agents to represent its popular toy brands, MGA Entertainment, Inc. “MGAE”, the world’s leading privately held toy company, continues to grow its international presence with the addition of The Point 1888, named to represent Num Noms, LOL Surprise!, and Little Tikes in the UK and Ireland; CPLG, who will now be representing Num Noms throughout Italy; and Character Mix now charged with seeking licensing opportunities for Num Noms, L.O.L. Surprise! and Little Tikes in Argentina, Uruguay and Paraguay.

The trio joins an already impressive list of international licensing agents including J&M Brands, representing Num Noms, Project Mc2 and Little Tikes in Benelux territories; Biplano, representing Num Noms, Project Mc2 and Little Tikes in France, Spain and Portugal; The Brand Residence, representing Num Noms, Project Mc2 and Little Tikes in Germany, Austria and Switzerland;  Partner Plus, representing Num Noms in Greece and Cyprus; Asiana, representing Num Noms and Little Tikes in South Korea;  Haven, representing Num Noms, L.O.L. Surprise!, Little Tikes and Project Mc2 in Australia and New Zealand; Segal, representing Num Noms, L.O.L. Surprise!, Little Tikes and Project Mc2 throughout Canada; and Tycoon, representing Num Noms throughout Latin America (excluding Argentina, Uruguay and Paraguay).

In making the announcement, MGAE’s Global Head of Licensing Juli Boylan, stated, “MGAE is enjoying a phenomenal consumer response to Num Noms and L.O.L. Surprise!, setting and breaking retail sales records and fueling incredible licensing opportunities for both the brands and the company.  The popularity of these new properties also reminds licensees, retailers and consumers of the company’s well-established and beloved brands, which opens the door to even greater opportunities for expansion and growth.” 

MGAE’s Senior Director of International Licensing Tina-Louise Foster added, “Kids the world over are clamoring for MGAE’s collectibles, toys and related products, and we are thoroughly energized by the interest and the potential for expansion in territories around the globe. Licensing Expo is the ideal environment for exploring prospective partnerships, collaborations and growth options for all of our properties.

As a result of the rapid success of the Num Noms toy line, MGAE has created a scrumptious global licensing program partnering with over 80 A-list manufacturers worldwide across all major categories of softlines, hardlines and publishing. 

MGAE’s key focus for the Num Noms at Licensing Expo was meeting with potential partners in the ancillary categories, and further expanding the brand in key international territories throughout Asia Pacific including Australia, New Zealand, Korea, the Philippines and throughout Latin America including Mexico, Brazil, Argentina, Chile, Peru and Colombia.

MGAE’s all new toy brand L.O.L. Surprise! launched in early December 2016 and sold out within a week, leaving parents to turn to eBay to purchase the dolls in time for the holidays.

In 2017, MGAE will expand the L.O.L. toy line with more surprises to unwrap in fall ’17. The launch will be supported by an influencer campaign, promotional partnerships and advertising. Additionally, MGAE is developing a global licensing program to launch at retail in 2018.

MGAE’s Project Mc2 is on an important mission to help advance girls in the areas of S.T.E.A.M. Loved by both girls and adults for being the first S.T.E.A.M. based girl’s franchise, the brand includes fun experiment sets, fashionable real-girl inspired dolls and the Emmy-nominated Netflix original series. The series is created by MGAE and produced by Awesomeness TV and empowers girls everywhere to explore S.T.E.A.M. subjects. It aims to inspire girls to embrace their passions for learning and exploring.

A parent trusted brand for over 45 years with 89% awareness, Little Tikes continues to expand its product offerings globally targeting Moms of Kids 0 to 6+. Little Tikes encourages active and imaginative play by creating products that get small bodies moving, spark curiosity, create wonder, and let kids dream big. It is the #1 brand and market leader in outdoor and ride-on toys and MGAE has secured 35+ licensees for Little Tikes around the world across a broad range of categories. 

At Licensing Expo ‘17, MGAE launched Little Tikes Kids, a lifestyle brand utilizing the key attributes of comfort, durability and imaginative play to non-toy categories for fall 2018. Products to feature special fabrications such as embedded led, tactile heat transfer, rubberized extras and re-enforced stitching.

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