A decade in, Miraculous is scaling bigger than ever. Licensing Magazine explores the strategy behind its global growth, speaking with leaders across consumer products, marketing, and creative.
We begin our conversation with Roz Nowicki, Global Head of Consumer Products at Miraculous Corp.
What is driving Miraculous’ continued growth as a global franchise?
The heart of Miraculous’ success is its storytelling. The series blends beautifully crafted animation with character-driven narratives. This creates a deep emotional connection with audiences. At its core is a universal idea—ordinary people discovering the ability to do extraordinary things and harness their inner hero. This emotional connection fuels the fandom. It inspires fans to engage with the brand in their daily lives—through the products they wear, use, and collect, as well as through experiences that bring the world to life.
How are content extensions creating new opportunities for licensing and partners?
From the beginning, the vision was to build a world of relatable, empowered female superheroes. Each extension creates a new entry point into that world. A feature film allows us to tell a deeper, more cinematic story. Miraculous Chibi offers a fun, “snackable” take on the brand, using humor and a distinct visual style. Meanwhile, Miraculous Stellar Force introduces an entirely new team of heroes in Tokyo, embracing a 2D anime style that reflects the original inspiration behind Miraculous. These extensions broaden storytelling, give the brand more visual flexibility, and make it easier to create a diverse range of products and experiences.
How does a multi-platform strategy support audience growth and licensing performance??
Our goal is to be wherever kids are, and our multi-platform presence is key to both audience growth and licensing success. Miraculous is one of the few brands with distribution across all major platforms—from Disney to Netflix and YouTube—giving us consistent, global visibility. We’ve made a strong investment in YouTube which has become a powerful driver of growth. We run 50 official channels, have 55 billion views and 50 million subscribers. These numbers let us reach fans directly with a wide range of content—from full episodes to original shorts. This robust network of localized channels helps us engage fans in their own language and cultural context allowing us to welcome new fans while deepening loyalty among existing ones. For licensing partners, it means sustained demand, lasting relevance, and new opportunities for growth.
Tell us about your new strategic partnerships and how they are accelerating the brand’s growth.
We recently expanded our relationship with WildBrain CPLG to cover most territories outside the Americas, building on their deep understanding of the brand and strong track record in key markets like Germany. Their expertise allows us to extend our reach further across Europe, as well as into the Middle East and Asia. Bringing Jazwares on board as our new master toy partner, with new products launching in Spring 2027, provides the opportunity to evolve the toy line with new categories and reimagined offerings that appeal to both new fans and long-time Miraculors.
Looking ahead, we’re focused on working with partners who recognize the brand’s strength and can bring it to life through innovative products and experiences. Recent global partners joining the roster of 250+ include KAKAWOW, a premium collectible card brand of Suplay Inc.; Hyundai Technology will deliver branded tablets, computer accessories, headphones, and earbuds; and French West, under the Signature Scent Group brand, will launch a line of perfumes and scented candles. Together with our partners we are committed to delivering unique offerings that heighten the brand’s impact and reach.
What role do experiential formats play in deepening engagement and driving demand?
Experiential entertainment is one of the most powerful ways for fans to truly immerse themselves in the Miraculous universe. It brings the brand to life, deepening emotional connection and creating memorable shared experiences. From the MOIR immersive experience launched in Paris in April, to our first Family Entertainment Center opening in Qatar late summer with our partner Ground Control, to a global touring show with Monlove coming in 2027—featuring projection mapping, aerial acrobatics, and original music—we’re expanding how audiences engage with Miraculous! Look out for upcoming news from us about new FEC’s in the U.S.!
How is gaming evolving as a growth driver for the Miraculous brand?
We have been a top game on Roblox for 6 years with close to 1 billion game plays. And most recently, we have partnered with other leaders in the gaming space to create integrations such as Stumble Guys with Scopley and Talking Tom and Talking Angela with Outfit 7. With more integrations and new games in the works, and our first arcade game set to debut by Winter 2027, we continue to push boundaries and shape the future of gaming.
