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.

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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.