Miraculous Corp is unleashing a major wave of new licensed products beginning this summer, launching its 2025 retail campaign with a high-profile Miraculous® brand activation at FAO Schwarz in New York City.
Beginning July 21 and running through Labor Day, FAO Schwarz—one of the world’s most iconic toy destinations—will serve as the official launchpad for Miraculous®’s Q3 and Q4 nationwide product rollout. This high-profile activation transforms the flagship store into a fully immersive Miraculous® experience, complete with interactive fan events, dynamic visual merchandising, and exclusive product displays, designed to captivate fans and generate buzz at retail.
The FAO Schwarz event will spotlight key new products from the brand’s highly anticipated fall lineup, highlighted by new offerings from Playmates Toys such as the 10th Anniversary Limited-Edition Ladybug Collector Doll and the Stack Shack Surprise. These lead a broader range of new products rolling out across retail in the back half of the year.
Gaye Dean, VP, Retail Business Development for North America, at Miraculous Corp, said:
“This fall marks an exciting next chapter for Miraculous® at retail. We’ve assembled a standout lineup of imaginative, high-quality products that speak to the brand’s creativity and global appeal. FAO Schwarz gives us a premium stage to kick things off—with storytelling, spectacle, and shelf power that will drive momentum into Q3 and Q4.”
“Miraculous® is a true global phenomenon, and we’re proud to be the first stop on its bold new retail journey,” said David Niggli, Chief Merchandising Officer at FAO Schwarz. “FAO Schwarz is all about creating magical experiences, and this brand delivers that in every way—with story, style, and heart.”
In addition to the themed retail displays and product showcases, weekend events at FAO Schwarz will feature character meet-and-greets, giveaways, and fan-forward content opportunities designed to spark buzz and social sharing.
The event will also showcase a curated selection of officially licensed Miraculous® merchandise for purchase, including toys, books, apparel, and more. Products include:
- Miraculous® Ladybug 10th Anniversary Limited-Edition Collector Doll and Miraculous® Stack Shack Surprise from Playmates Toys (both launching July 20)
- Imaginative and richly detailed playsets from Playmobil, including the Miraculous®: French Bakery, Miraculous®: Paris Scooter Ride, and Miraculous®: Ladybug and Cat Noir Wedding Dream (now availalable July 21at FAO Schwarz)
- The third Miraculous® Chibi graphic novel from Papercutz, Miraculous® Chibi Summer Special (published July 8)
- Fantasy apparel and accessories from A Leading Role (launches July 21)
- A new apparel and bedding collection from Birdie Bean (launches July 21)
- A toy selection from Wyncor including the Miraculous Miraball.
- Other licensed products include a Ladybug figurine for the portable speaker from Tonies; electronic toys from Lexibook including computer and headphones; Ladybug super soft plush decorative throw pillow from Franco Manufacturing; Beacon insulated bottle from ZAK!.
The activation will serve as a real-world destination for fans while driving awareness and excitement for the broader retail launch to follow at key retailers nationwide and online.
