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Magic Light Names Bandai as Master Toy for Pip and Posy

Magic Light Names Bandai as Master Toy for Pip and Posy

Magic Light Pictures has appointed leading toy company Bandai UK as master toy licensee for its hit pre-school property Pip and Posy in a deal covering UK and Eire with an option to extend across Europe.  As part of the deal, sister company Bandai Namco will develop plush and gifts for leisure and amusement channels.

Currently enjoying a highly successful second series on Channel 5’s Milkshake! and Sky Kids, Pip and Posy is inspired by the hugely popular books from award-winning illustrator Axel Scheffler. Packed with warmth and comedy, the top-rating series features the adventures of two best friends whose lives revolve around a wonderful world of play and celebrates their great friendship with all its ups and downs. 

This new deal will see Bandai produce a range of plush toys, articulated figures, playsets and activity sets inspired by Pip and Posy’s colourful world, bringing their many imaginative adventures to life. 

Aidan Taylor-Gooby, Head of Licensing, Magic Light Pictures said: “We are so excited to be partnering with Bandai on Pip and Posy.  They completely understand the show, along with its themes and characters. We can’t wait to start working with Nic and his team to develop an inspirational toy line that further deepens the love and connection children have with these wonderful characters.” 

Nic Aldridge, MD, Bandai UK said: “We have been big fans of the Magic Light Pictures team for some long time, and we are very excited to have been granted the rights to Pip and Posy which is such a lovely property to work on.  We’re also very excited to be working in collaboration with Bandai Namco Amusement Europe on the development of the Pip and Posy product line. We have been looking for a project that we could work on together for many years and fortunately for us Pip and Posy was the perfect place to start. We certainly hope that this will be the first of many collaborations.”

Magic Light Pictures holds the global distribution and merchandising rights to Pip and Posy (excluding publishing) and has launched a full consumer products programme to complement the property. Products already rolling out include tie-in publishing from Nosy Crow, as well as puzzles from Ravensburger, dress up with Amscan, audio figurines with Tonies outerwear with Blues Group and nightwear and essentials with Aykroyds/TDP . The Pip and Posy characters are also appearing in Milkshake! Live, headlining Parkdean Resorts’ Milkshake! Mornings at key times during the season and will be touring nationwide throughout 2023. 

Magic Light has sold the series to 32 international broadcasters and airs in 29 languages, including ZDF, FranceTV, Rai and ABC Australia. 

About The Author

Rebecca Ash

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

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