Source: Moose Toys/the Toy Book

Moose Toys is conjuring a global takeover for its newest brand.

The company is accelerating a global consumer products licensing program and robust entertainment plan for Magic Mixies, which just launched on Oct. 1. In just a month, the interactive toy has become the highest-grossing SKU per week in the company’s history — eclipsing the toymakers’ previous records for Shopkins. The company reported online and in-store sales of 100,000 units for the week of Oct. 17.

Related: Moose Toys Partners With KidNation, Ludacris for Scruff-a-Luvs Cutie Cuts Song

With the Magic Mixies Magic Cauldron, kids mix various ingredients into a potion, tape and wave a magic wand, and watch as a mist rises and clears to reveal a Mixie plush creature that makes sounds, lights up, and interacts with the wand.

“The worldwide excitement surrounding Magic Mixies has been extraordinary,” says Paul Solomon, co-owner, Moose Toys. “We planned an incredibly aggressive forecast, but sales have far exceeded what we imagined. We tripled our forecast knowing this product was going to strike a chord with kids and their parents. Seeing the response and faced with current shipping challenges, we mobilized quickly to find a workaround, even air shipping goods to meet demand. While we expect Magic Mixies to be available during the holiday selling season, given the velocity in preorder and early sales, we expect a complete sell out. Magic Mixies will be the next mega-franchise to launch from a hit toy. We’re looking forward to seeing the magic our partners bring to a vast array of consumer products through our world-class global licensing and entertainment programs.”

Moose Toys will kick off its Magic Mixies consumer product program at Brand Licensing Europe on Nov. 17.

About the author

Maddie Michalik

Maddie Michalik

Maddie Michalik was the Editor-in-Chief of The Toy Book from 2020-2022. She was also a Senior Editor at The Toy Insider and The Pop Insider.