Heroes of Goo Jit Zu | Source: Moose Toys/The Toy Book

Moose Toys’ super stretchy, goo-filled heroes are making the jump into new categories beyond toys.

The Licensing Shop has been tapped to develop a full licensing program for Heroes of Goo Jit Zu, the growing line of squishy, stretchy, uniquely goo-filled toys that kids can pull and stretch to up to three times their original size. The new consumer products categories include apparel, sleepwear, accessories, publishing, and confections.

“It’s been incredible to see the growth in Heroes of Goo Jit Zu since launch,” says Menal McGrath, vice president, global licensing, Moose Toys. “Kids can’t get enough of our super stretchy, gooey heroes and villains, so we’re giving them more to love with engaging and fun licensed consumer products.”

RELATED: State of the Industry Q&A 2021: Moose Toys

Last year, the Heroes of Goo Jit Zu Single Figure Assortment took the top spot as the No. 1 non-licensed action figure in the U.S., according to The NPD Group. Thus far, the line is retaining that title year-to-date for 2021.

Recent line extensions include characters inspired by the world of DC Super Heroes. Additional brand extensions are planned for this fall.