L.A.-based MGA Entertainment is set to launch its latest entertainment and toy brand Mooshka at major retailers across North America in August.
The soft fabric figures have a paper-doll matryoshka-like aesthetic and come with their own uniquely designed shoebox home. The IP mines the themes of friendship and togetherness.
The line includes the flagship Mooshka Girls line, featuring six characters that each come with a string of paper dolls and finger-puppet dolly. The Mooshka Tots extension features four smaller characters and the Mooshka: Sing Around the Rosie dolls, sing the iconic song when their hands are held.
An ebook to introduce the characters will be available free from the iTunes app store later this summer.
MGA has already secured a number of licensees for the preschool girls brand, including Franco Manufacturing for bedding and accessories and Thermos for lunch kits and food jars. MGA will be looking to bolster this list at next week’s Licensing Expo in LasVegas.