Belinda Gruebner, chief marketing officer at Moose Toys, talks about licensing programs and celebrity partnerships in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: It took less than a month after Magic Mixies’ debut for Moose Toys to fast-track a licensing program for the brand. What makes for a successful consumer products program based on a hit toy?
Belinda Gruebner: At Moose, we are known for our innovation and doing things differently. Magic Mixies was truly a phenomenon; the products disappeared from shelves as fast as we could get them to our retail partners. We anticipated it was going to be a big “wow” and planned accordingly to capitalize on the wonder that kids experience by putting magic in their hands.
We are always looking to add exciting new extensions to our most popular brands and for ways to keep them fresh and exciting for our customers. Launching successful consumer product programs is an essential component of this strategy. Across the board and around the globe, reception to the brand has been so positive, which is why we fast tracked the licensing program and were able to launch a robust program in record time.
Magic as a play pattern was resonating, and we could see the potential to expand on toy play and create an immersive experience for kids, making the appeal of Magic Mixies for licensing undeniable. We saw an opportunity as soon as we noticed the quality of fan engagement and enthusiasm around the brand, immediately making it a strong contender for a licensing program, and we already have a partner program lined up in the UK. We anticipate announcing additional partnerships soon.
TB: Moose Toys teamed up with several celebrities this year to launch new products. How do these initiatives play into your marketing strategy?
BG: We looked to partner with celebrities whose values and talents align with those of our brands, but who also tell the story so kids and parents can see how it will fit in their lives and fulfill Moose’s ongoing pursuit of making kids super happy with every toy we create. Our partnerships with Neil Patrick Harris [for Magic Mixies] and Chris “Ludacris” Bridges [for Scruff-A-Luvs] are two recent and highly successful examples that gave us an opportunity to cut through the busy, fragmented landscape and reach parents and gift-givers in new and authentic ways.
These partnerships armed us with press-worthy content to engage media and augmented awareness for our products in a fun and positive way. Both of these partnerships are great examples of when you collaborate with a like-minded celebrity and activate during a culturally relevant moment in time, it makes for impactful results.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
