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Moonbug Entertainment’s brand licensing programme takes yet another leap forward today as its agency The Point.1888 announces the signing of the prestigious Character Options as Master Toy Partner in EMEA and Australia for brand Morphle. 

This comes just a few months after The Point.1888 announcing multiple major licensee partnerships for two of Moonbug Entertainment Ltd.’s other world-famous brands, Cocomelon and Blippi.  

With over 300 episodes created and broadcast via YouTube and Netflix globally, as well as other platforms, it has amassed a following of over 18 million subscribers. 

Morphle is an energetic little red creature who can morph into anything: a sweet puppy, a giant truck, a cool dinosaur or anything that Mila’s playful mind can imagine. Mila’s dad runs the only magic pet store in the city – a fantastical place where you can find all sorts of cute and quirky pets who each have their own unique magic powers, and he has gifted Mila the most magic pet of all, Morphle. She shows him everything she knows about the world, and in particular how to have fun. With Morphle’s morphing powers and Mila’s boundless imagination every day is the most exciting playdate.

The new signing of Character Options – an expert within the preschool toy space – is a landmark achievement for The Point.1888 and the Morphle programme. The Master Toy Partner role is commonly known as the linchpin of any successful consumer products programme and plans are already underway with Character Options to produce Morphle branded playsets, plush, vehicles, figures, bath toys, as well as dough.

Commenting on the new partnership, Jon Diver, Joint MD of The Character  Group plc, said: “As the nature of the lead character, Morphle, is to morph into many different things, it gave us so much scope for toy development. As a result, we’re investing heavily in the brand and the range and are thoroughly enjoying working with Moonbug and The Point.1888.” 

Bethan Garton, Commercial Director at The Point.1888, said: “When Character Options takes on a new brand, it fully commits to the partnership and on building the brand. We haven’t had the good fortune to work with the company before but it’s been a life-long dream of mine, having seen how they launched, developed and managed a number of successful preschool master toy programs.” 

The Point.1888 was appointed last summer as Master Licensing Agency across EMEA for Moonbug Entertainment’s entire portfolio. Since coming on board, the brand extension specialist has sought to capitalise on the shows’ popularity with young children as well as the need to keep them entertained and engaged by signing licensees across a broad range of categories. Character Options join Aykroyds TDP (Nightwear, Underwear & Swim), Poetic (Daywear), Zak (Lunchware), Character World (Bedding).

Product development and marketing plans are underway and The Point.1888 is currently in talks with retailers and distributors.  The range will launch in Q4 2021 with a full EMEA roll out in 2022.

About The Author

Rebecca Ash

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

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