Under the three-year contract, Sambro will support the expansion of the Magic Mixies universe with a new range of  products.

Sambro has announced a new contract which will see it deliver a range of new products to support the growing licensee portfolio of Magic Mixies, from 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 range will cut across arts & crafts, back-to-school and stationery categories, as well as Sambro’s own IP range Puzzle Palz, creating collectible and swappable character toppers, with UV light-activated features and water-dissolving magic reveal elements incorporated into the designs.

The range includes tactile character secret diaries with invisible ink, wand pens, dissolve and reveal jewellery creation kits containing UV light-reveal beads, and a doodle plush with colour change pens. Each feature-packed product, uniquely inspired by the Magic Mixies characters, taps into the unique play patterns of the brand, with more developments in the pipeline.

Available from autumn/winter 2024, 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. Over the last few months, we’ve worked 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.”

Lucy Wynn-Jones, licensing director, Moose Toys, added: “The support of a partner like Sambro expands Magic Mixies in imaginative new ways and further endears the brand to fans globally. We are looking forward to the new ranges that will be introduced and seeing Magic Mixies everywhere.”

The Magic Mixies range will launch in 2024 with RRPs from £2.99 – £12.99, and is suitable for ages five to eight years old.