Agency to represent Num Noms, LOL Surprise and Little Tikes in the UK and Ireland.
The Point.1888 has been named as part of a trio of new licensing agents for MGA Entertainment ahead of next week’s Licensing Expo.
The fast growing agency will represent Num Noms, LOL Surprise and Little Tikes in the UK and Ireland.
The Point.1888 will be joined by CPLG, which is representing Num Noms throughout Italy, and Character Mix, which is on board for all three brands in Argentina, Uruguay and Paraguay.
MGA is heading to Licensing Expo on the back of rapid growth for Num Noms – it already boasts 80+ partners worldwide across categories including softlines, hardlines and publishing.
Meanwhile, the LOL toy line will be expanded in the autumn, backed by an influencer campaign, promotional partnerships and advertising. MGA is looking to launch the global licensing programme at retail in 2018.
Licensing Expo will also see the launch of Little Tikes Kids, a lifestyle brand which will cover non-toy categories for autumn 2018.
MGAE’s senior director of international licensing, Tina-Louise Foster, commented: “Kids the world over are clamoring for MGAE’s collectables, toys and related products, and we are thoroughly energised by the interest and the potential for expansion in territories around the globe.
“Licensing Expo is the ideal environment for exploring prospective partnerships, collaborations and growth options for all of our properties.”
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