The Toy Book caught up with Georgia Manolas Walker, vice president of marketing at Playmates Toys, to discuss the Miraculous: Tales of Ladybug & Cat Noir series and new toys based on the show.
Toy Book: What is it about Miraculous: Tales of Ladybug & Cat Noir that makes it appeal to kids, teens, and adults?
Georgia Manolas Walker: Jeremy Zag had a passionate vision to tell: a catch 22 love story that talks to everyone through gorgeous animation, relatable storytelling, and iconic characters. Miraculous Ladybug is the only transforming, classic-style, superhero girl on TV and in merchandising in the western markets.
Miraculous differentiates itself as a modern-day story of two young, transforming superheroes and features a blend of genres, including action, comedy, and romance. Relationship dynamics, secret identities, intriguing villains, and a diverse cast of characters keep the audience wanting more. The depth of the series’ character plots, combined with sophisticated animation and mythical lore, attracts a robust fanbase of all ages.
TB: What can fans of the show look forward to in the year ahead?
GMW: This year will be an exciting one for Miraculous. The animated action musical feature film will be released. There are several important initiatives in the works to support the launch that have not yet been announced, but I can share that there will be a global promotional program with a leading quick-service restaurant company, and there will be co-branded partnerships with some of the most influential companies around the world for numerous consumer products categories. The movie is a great opportunity to further engage family audiences with the Miraculous brand.
In addition to the toy line, ZAG has also signed multiple new licensing partners with products rolling out throughout the year, providing countless options for fans to engage with the brand.
The fifth season of the series is currently in production, with new episodes launching later this year. We are also anticipating the announcement of a new Miraculous Ladybug spin-off series.
TB: Why is it important that the characters of Miraculous: Tales of Ladybug & Cat Noir are so relatable for teens?
GMW: The characters have fears and feelings inspired by the challenges teens face, including family, friendships, and love. Their powers help them not only to fight supervillains, but also — and more importantly — to grow.
Teens are often dismissed because of their young age, but in Miraculous, they have the power to speak up and the space to develop. For example, Marinette is a normal teenager with a normal life, and fans are able to experience her journey as she pushes past her fears to discover and transform into her alter ego Ladybug, a relatable heroine who sets up a positive, strong persona with the ability to transform the world she lives in. She represents the awkward teen-turned-superhero in us all.
Adrien, who’s been sheltered by his father his whole life, finds himself becoming more courageous as Cat Noir.
TB: How do Playmates and ZAG Lab incorporate the animation’s CGI look into its toys?
GMW: This property lets Playmates Toys shine in areas in which we already have a long history: dolls and action figures. Together with ZAG Lab, we’re able to adapt ZAG’s stunning CGI animation into the line’s entire look. We work very closely with the director of the series, Jeremy Zag, to start with the actual animation files and adapt them to the toys. Translating the beauty of the CGI was our top priority.
TB: In what ways have the Miraculous toys changed as the series itself has evolved throughout the years?
GMW: The most important thing for toymakers is to be able to understand what fans love the most about the content and the characters, and to be able to translate that into toys. Understanding that the series is not about one character was critical. It is about knowing that all the Friends and Heroez alongside Ladybug are what create the powerful Miraculous Universe.
TB: Which products are the most popular with fans? What products are you most excited about for this year?
GMW: The Miraculous Heroez Fashion dolls are a big hit, which includes all of the main characters: Ladybug, Cat Noir, Rena Rouge, Queen Bee, and their magical Kwami. As new episodes in Season 4 continue to air, we are being introduced to new characters. We’re excited to continue to expand the Heroez doll line with these new characters, including Vesperia and Bunnyx, as well as Ladydragon from the Miraculous World: Shanghai, The Legend of Ladydragon special, which is streaming now on Disney+.
Magic and transformation are important to the storyline and we will continue to incorporate that magic in innovative ways, just like in the show. The fashion flip segment with reversible sequins that transform outfits with the flip of a finger will be everywhere this year, and we’re also very excited to extend the line into vehicle play with the Ladybug Lucky Charm transforming scooter. Kids can press the dot on Ladybug’s yo-yo to magically transform it into a scooter.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
