Licensees Focus

MGA Grows the Num Noms Program Worldwide

27 Oct - 2017

Tags from the story: MGA Entertainment, Num Noms.

Established brand’s licensing program boasts over 90 A-list manufacturers worldwide across all major categories with major launch of new categories and products in U.S. and Canada this fall.

MGA Entertainment, Inc. “MGAE” (www.mgae.com), the world’s leading privately held toy company, continues the global expansion of the licensing program for its established hit collectibles brand, Num Noms™, scented novelty + collectible that girls can mix, match and stack, creating a truly unique experience that #smellSOdelicious!

Featuring over 400 characters and offering thousands of unique combinations, the Num Noms toy line, developed for young girls ages five to nine years has established its dominance as one of the bestselling toys and genuine hit across all retail channels – mass, specialty and mid-tier. The scent-sational success of the Num Noms toy line has led to a scrumptious global licensing program, attracting over 90 A-list manufacturers worldwide who have partnered with MGAE on the development of myriad products across all major categories of softlines, hardlines and publishing.

Num Noms resonates with young girls who love to create stackable combinations that are as unique as the girls who collect them,” explains MGAE’s Global Head of Licensing Juli Boylan. “MGAE’s licensing and retail partners around the world are similarly excited by the seemingly unlimited opportunities that the brand offers, with each new product introduction substantiating Num Noms’ distinct appeal, celebrating and empowering young girls the world over.

In full distribution throughout the U.S. and Canada, Num Noms product is now available across mass retail, including Toys”R”Us, Walmart, Target and Amazon, as well as mid-tier and specialty retailers. According to The NPD Group, the Num Noms property is up 270% YTD July 2017 in the U.S.* Demonstrating the brand’s dominance, Num Noms Nail Polish Station, first introduced in August 2017, is already being hailed as one of the hottest toys for the 2017 holiday gift-giving season.

The first Num Noms licensed products for the U.S. and Canada, comprised of apparel, sleepwear and select accessories from Hybrid, Komar Kids and HER Accessories, hit retail in Q4 2016. Craft and activity products from Canal Toys debuted in spring 2017, and the full Num Noms licensing program, encompassing back-to-school and stationary from Trends International LLC, SmileMakers Inc., and Innovative Design; food and beverage from My Favorite Company and Frankford Candy; home décor and furnishings from Idea Nuova and Entertainment Retail Enterprises; gifts and novelty from Bulls I Toys and Phatmojo; party goods from Party City Holdings; and publishing from Parragon Books Inc.,  will be available at retail this fall.

Since launching Series 1 in the U.S. and Canada in December 2015, Num Noms, has enjoyed a strong digital presence with over 165 million total views on YouTube. The Num Noms Snackables YouTube Series, for example, has received over 46 million views to date. Keeping the brand experience fresh for passionate young fans, Num Noms Series 4 debuted in the U.S. in May 2017, while 10 new Series 2 episodes will be introduced between June and December 2017.  Series 5, which is currently in development, will premiere on YouTube in January 2018.

In the international marketplace, Num Noms is available across Europe, the Middle East and Africa in all major retail and independent outlets and can be found at major European retailers such as Tesco, Claire’s, Toys “R” Us, Hamleys and Auchan. In fact, European consumers account for nearly 15 percent of Num Noms “Snackables” product line’s sales worldwide, with over five million units sold in the U.K. alone since the brand’s launch there (Series 1-3).**

Substantiating the brand’s international appeal, its Snackables’ YouTube series is extremely popular in the EMEA territories, with U.K. audiences accounting for 27 percent of total viewing time!*** As cited by The NPD Group, a leading global information company, Num Noms are credited as  a significant contributing factor to MGAE UK’s increase in sales (up 28 percent) during the first half of 2017.**** In August 2017 in the U.K., Num Noms reached #6 in Playset Dolls;  Accessories; #10 in all Dolls; #4 YTD in Playset Dolls and Accessories; and sales are up 227% YOY. *****

Available at major retailers, including Big W, Toys “R” Us, Target and Myer throughout Australia and New Zealand, MGAE has recently partnered with new licensees, including Canal Toys (activity sets/kits); Hunter Leisure (sporting good, stationery, puzzles, games); Parragon (coloring, activity books and storybooks); Phatmojo (novelty/collectables); and Zak (dishware, storage, toiletries, Australia only) capitalizing on Num Noms’ current sales momentum.

Num Noms product lines are also available across Asia through retail outlets in China, Hong Kong, Korea, the Philippines, Indonesia, Singapore, Taiwan and Thailand; and in Latin American markets, including Mexico, Argentina, Brazil, Chile, Peru, Ecuador, and Paraguay.

*Source: The NPD Group/ U.S. Retail Tracking Service /Dolls/ January – July 2017/ Dollar Percent Change

** Source: MGA Entertainment

*** Source: MGA Entertainment

**** Source: The NPD Group / U.K Retail Tracking Service / GB Pounds / January – June 2017

***** Source: The NPD Group/U.K. Retail Tracking Service/ August 2017

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