Rubies expands Wizarding World range with new character costumes and accessories

Rubies have helped to bring the magic of the Wizarding World to life through their range of officially licensed costumes for years, being trusted by fans and customers alike to help re-create the Wizarding World in anyone’s home. Now, the phenomenally successful range of bewitching costumes is expanding, with brand-new character costumes including fan-favourites Hagrid, Luna Lovegood and Professor Dumbledore, and Hogwarts House dress-up and accessories.

Rubies have continued to produce some of the most iconic costumes and Hogwarts uniforms from the Harry Potter and Fantastic Beasts film series, in partnership with Warner Bros. Consumer Products. From Gryffindor and Slytherin Robes to character costumes like Harry Potter and Hermione Granger, the costumes have proved to be some of Rubies’ most successful lines for children and adults alike, especially around seasonal events like World Book Day and Halloween.

Rubies is now welcoming a whole host of brand-new ‘inspired by’ costumes, with tutus featuring enchanting metallic Hogwarts House designs, a Hogwarts cape with shimmering detail, and favourite characters like Dumbledore, Professor McGonagall, Luna Lovegood, Hagrid and Professor Snape. Children will be able to expand their collection of favourite characters from the series, with a wide range of these costumes available both now and in time for Halloween.

Mike O’Connell, Rubies Managing Director, says “As one of our most successful licenses, Harry Potter and the wider Wizarding World has stood the test of time, being popular with generation after generation of children. Our relationship with Warner Bros. Consumer Products has also gone from strength to strength and we are thrilled to be trusted by the global enterprise with their stellar portfolio of characters. Now, we welcome a new collection to one of our top-selling licenses with costumes that have long been sought-after by fans, including the beloved characters Luna Lovegood and Hagrid. We are incredibly excited to see fans’ reactions to these costumes.”

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Rubies teams with Novel Entertainment for Horrid Henry World Book Day campaign

Costume designer and manufacturer Rubies Masquerade UK and Novel Entertainment have come together to support an exclusive Horrid Henry giveaway and Rubies dress-up costume for the brand.

Launching during the week of World Book Day (3 March), for which Rubies is an official corporate partner, the initiative will see an exclusive offer for 250 fans to receive a free copy of a specially created comic-style book entitled Horrid Henry’s Vile Vacation when they purchase a Horrid Henry dress-up costume through one of Rubies official retail partners. The offer will be supported on both Rubies and Novel Entertainment’s Horrid Henry official social media channels.

The book is based on the popular TV episode of the same name, written by Novel Entertainment’s Co-Founder and Creative Director Lucinda Whiteley, and follows Henry on the trip of a lifetime – even though it isn’t quite what he was expecting.

Under Novel Entertainment’s long-term deal with Rubies, the Horrid Henry costume is available in children’s sizes, while there is also ‘Bag of Tricks’ available, featuring essentials for every budding prankster and Horrid Henry fan.

Novel’s Lucinda Whiteley says: “As a long-standing and valued partner of Horrid Henry, it’s fantastic to be teaming up with Rubies on this campaign to support the launch of our first ever comic-style book alongside the latest brilliant costume. At Novel Entertainment, we’re committed to highlighting the joy of reading among Horrid Henry’s strong and growing fan base and this is just the start of our plans in this space. We can’t wait to see children have the chance to dress up and immerse themselves in the world of Horrid Henry’s Vile Vacation.

Mike O’Connell, Managing Director of Rubies UK, adds: “This is a fantastic opportunity to promote the power of reading to children. With our exclusive offer, we know this will not only be a way to generate unprecedented interest in our Horrid Henry costumes and the new story, Vile Vacation, but to also inspire children to read, which provides untold and limitless benefits. We are proud of our robust relationship with Novel Entertainment and Horrid Henry, which is showcased through the unique opportunities we have to collaborate with them.”

JAKKS Pacific announces new Sonic the Hedgehog 2 toys and costumes

JAKKS Pacific and Disguise have announced a new line of toys and costumes launching in spring 2022 in celebration of Paramount Pictures’ feature film, Sonic the Hedgehog 2.

The new line of merchandise from JAKKS is set to include action figures, playsets, vehicles, plush toys and other collectibles just in time for the film’s international release.

Disguise, the costume division of JAKKS Pacific, will also be designing and manufacturing costumes and accessories inspired by characters from Sonic the Hedgehog 2, which will be available to fans this autumn.

“JAKKS Pacific is proud to celebrate the release of the new feature film Sonic the Hedgehog 2 with an all-new line of memorabilia commemorating the Blue Blur’s next great adventure,” says Craig Drobis, Senior Vice President of Marketing at JAKKS Pacific, Inc. “With new waves of collectible action figures, cool new playsets, multiple sizes of plush toys, and an all-new radio-controlled Sonic Speed RC, there is something for every Sonic fan and collector.”

“We’ve seen such a great response from fans to the Sonic the Hedgehog products created by JAKKS Pacific, and we’re thrilled to continue working with them to celebrate Sonic the Hedgehog 2,” adds Alex Gomez, Director of Licensing & Partnerships for Sonic the Hedgehog. “We hope that fans of the Blue Blur will see the collection as a testament of our appreciation and create memorable Sonic experiences with the products for years to come.”

Through the collaboration, Sonic and JAKKS will launch the following new merchandise items:

  • Figurines – An all-new line of 4-inch figures including Dr. Robotnik, Sonic, Tails and Knuckles will be available at retail. Ages 3+
  • Plush Toys – The 9-inch plush assortment is based on fan favourite characters from the movie, Sonic, Tails and Knuckles, and will be available on shelves and online this spring. Additionally, a new 13-inch Sonic Plush will also be available exclusively at Target this spring.
  • Sonic Speed RC Set – The new Sonic Speed RC lets fans recreate the action from Sonic the Hedgehog 2. This set will be available at retail and includes an iconic ring-shaped controller for forward motion, turns and spinning action. The RC lights up when you select Turbo mode for that extra boost. The 6-inch scale articulated Sonic figure is removable. Ages 4+
  • Costumes and Accessories – Disguise has developed a range of Sonic the Hedgehog 2 costumes and accessories in Toddler, Child and Adult sizes, a dress version of Sonic and a Child accessory kit. All styles are coming to retail in stores and online this autumn.
    • Toddler – The Sonic the Hedgehog 2 Toddler includes a super soft jumpsuit with white sleeve cuff detailing, a soft headpiece with Sonic’s signature quills and an attached clear vinyl visor that can be worn up or down.
    • Basic Costume – Sonic Basic is a comfy hooded jumpsuit costume featuring a hood with the stiff felt ears and classic Sonic quills.
    • Classic Costumes – Sonic and his friend Tails both come in a Classic style version. Both costumes have a comfy hooded jumpsuit of velvet minky material with dimensional ears, embroidered eyes and quills for Sonic and a hair tuft for Tails.
    • Sonic Dress Costume – Disguise has also created a dress version of Sonic. This super soft dress with lightning detailing on the skirt comes with a pair of glovettes and a cute headband with Sonic’s signature quills and ears.
    • Sonic Deluxe Costume – This super soft jumpsuit with a detachable tail featuring a detailed Sonic headpiece with attached ears and inflatable quills to give this costume a true movie feel. Also includes a pair of Sonic gloves.
    • Sonic Accessory Kit for Children – The accessory kit comes with a headpiece with ears, inflatable quills, gloves and a pair of red foam shoe covers with lightning bolts.
    • Sonic Adult Unisex Jumpsuit – An extremely soft velvet minky hooded jumpsuit with Sonic’s signature quills and dimensional ears.
    • Hooded Jumpsuits – Disguise will also launch two Fancy Dress styles in the UK and US for Tails and Sonic. These comfy hooded jumpsuits feature stiff felt ears and classic Sonic quills. Stitched tails at the back give the Tails costume an authentic look.


Rubies extends Fireman Sam license

Costume manufacturer Rubies has announced the continuation of its successful partnership with leading global toy company, Mattel, Inc., as they announce the extension of the Fireman Sam license.

The new deal signifies the strong relationship built over the years between Rubies and Mattel, as they look to expand their dress-up portfolio across EMEA.

With over 30 years of legacy, the Fireman Sam brand holds a special place in the hearts of millions of children and adults across the globe, with the series airing in over 100 countries. Rubies will continue to manufacture and distribute its current styles along with the addition of exciting new designs to the range for 2022.

Tracey Devine-Tyley, Head of Portfolio and Licensing at Rubies, says: “Our partnership with Mattel and its subsidiaries, responsible for the creation and continued success of the Fireman Sam brand over the years, is set to grow exponentially following this extension. The Rescue Team have been educating young children for over 30 years on the importance of teamwork and safety and we are proud of the values it upholds as they align with our own company morals which we wish to share and impart on our youngest audience, children.

“We are happy to be able to continue to provide youngsters with dress-up that encourages them to act in the heroic and ambitious way that the rescue team of Pontypandy do. Part of our company mission is to inspire children to be the best they can be with our costumes and therefore we are delighted to be able to continue doing this.”

Helen Genia, Head of UK Licensing and Hardlines EMEA Mattel Consumer Products adds: “Fireman Sam is an important piece of British pop culture and a much-loved character across toys, books, fashion, nightwear and dress-up. We are thrilled to expand the license with Rubies to offer children more role-play opportunities and bring to life the characters and world of Pontypandy through fantastic new dress up looks, allowing children to play out heroic adventures.”

Fireman Sam content has over 9.36bn global views to date on the official YouTube Channel and it is a top 5 preschool character brand in Europe, with 360 integration, including toy, consumer products, live events, and publishing.

The Fireman Sam show is produced by Mattel Television and WildBrain and distributed by WildBrain, and is available to watch in the UK on Cartoonito, Netflix, Amazon Prime, Milkshake (Channel 5) and Virgin Media, as well as networks across Europe, Middle East and Africa.

The official Fireman Sam costumes are available to order from or from online stores including Amazon.