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Bulldog and Sambro Partner for Magic Mixies

Bulldog and Sambro Partner for Magic Mixies

Partnering with Bulldog Licensing, Sambro enters into a new contract which will see it deliver a range of charming new products to support the growing licensee portfolio of Magic Mixies, from innovative toymaker Moose Toys.

Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with the creation of a compact range of new novelty products, to build on the ‘real magic’ experience associated with the franchise. 

The inspired range will cut across arts & crafts, back-to-school and stationery categories, as well as Sambro’s own IP range Puzzle Palz™, creating collectable and swappable character toppers, with magical UV light-activated features and water-dissolving magic reveal elements incorporated into the designs. 

The range includes adorable, tactile character secret diaries with magical invisible ink; magical wand pens with spin; dissolve and reveal elements, jewellery creation kits containing UV light-reveal beads; as well as an adorable doodle plush with colour change pens. Each feature-packed product, uniquely inspired by the magical and irresistible Magic Mixies characters, taps into their unique play patterns. With more exciting developments in the pipeline, this range is on track to be a truly magical mix.

Available from AW24, the Magic Mixies product range will roll out in numerous territories across Europe and the UK at a variety of retailers. 

Clare Rix, brand and licensing director, Sambro said; “Magic Mixies has been one of the most exciting new launches in the last several years, tapping into an untouched space, surprising and delighting children through its magical appeal.  We cannot wait to launch our own ranges this year. 

“We’ve worked closely with the Bulldog Licensing team over the last few months to develop the range, leaning on our expertise in the licensing and arts & craft space to do so. This is an exciting new partnership and we’re looking forward to expanding the range even further over the next 12 months.”

Rob Corney, managing director, Bulldog, adds; “Sambro continues to go from strength to strength, bringing great new innovations to the magical Magic Mixies. The brand is enormously popular right across UK retail and, with a plethora of great new licensed lines launching throughout 2024, continues to build a broader universe of wonder for kids everywhere.”

Lucy Wynn-Jones, licensing director, Moose Toys, added; “The support of partners like Bulldog Licensing and Sambro expands Magic Mixies in imaginative new ways and further endears the brand to fans globally. We are look forward to the new ranges they will be introducing and seeing Magic Mixies everywhere.”

With unrivalled expertise in the licensed arts & crafts sector, Sambro holds long-standing relationships with many top licensors including Disney, Hasbro, Paramount, Mattel, Acamar Films, Toikido and more. 

The Magic Mixies range will launch in 2024 with RRP starting from £2.99 – £12.99, suitable for ages 5-8 years old.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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