Moonbug has tapped Thinkway Toys as master toy partner for its new digital pre-school property Morphle

Published on: 20th February 2020

The global children’s entertainment company, Moonbug – the team behind the popular Little Baby Bum – has secured a new partnership with Thinkway Toys that will see the development of a global master toy line for its latest pre-school property, Morphle.

The partnership has been announced just days ahead of this year’s New York Toy Fair. The pair have set out an agenda ‘to transform preschool toys, through the deal.

A company that receives more than 2 billion average monthly views, Moonbug is responsible for the success of the likes of Little Baby Bum, Supa Strikers, and Go Buster. Its latest digital IP Morphle has already proved to be a success with US audiences.

With 180 episodes produced and distributed in six different languages, the story-led series encourages curiosity, imagination and kindness among its audience, along with a playfulness that Thinkway and Moonbug are “eager to expand upon in new toy lines set to launch in 2020.”

“This is a really important moment in Morphle and Moonbug,” said René Rechtman, co-founder and CEO of Moonbug. “Collaborating with a great partner like Thinkway to ‘morph’ the magic of the series into imaginative new toy lines is sure to delight our young fans, and further champion the success of digital-first entertainment franchises.”

Thinkway Toys has become one of the leading names in the global toy business over the course of its 30 year history. Breaking through the industry in 1995 with Toy Story, the company has now seen potential in Morphle.

“We are excited to be partnering up with Moonbug over this unique digital IP,” said Albert Chan, CEO of Thinkway Toys. “It’s not every day that we come across a digital IP that is able to speak to any gender on so many diverse markets, which makes Morphle extra special.”

Born on YouTube in late 2011, Morphle is now distributed on top tier digital platforms like Netflix, Amazon, Samsung and Apple TV. In Q4 of 2019, more than 20 million American households watched at least one episode of Morphle weekly – a number that is expected to grow tremendously in 2020.

“The stats speak for themselves,” added Chan. “We are onto something big with Morphle and are looking forward to doing some really cool stuff with Moonbug – the future for this magical red creature is looking bright.”


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