MGA Entertainment has appointed a number of new European licensing partners for its Num Noms collectible brand.
The food-based miniature characters, which are shaped and scented like sweet or salty treats, launched in the US last December, followed by a UK debut this past spring.
MGA Entertainment is now expanding the brand’s reach in Europe with licensees including ATM (accessories, bags in France), Blueprint (stationery in the UK), Clementoni (puzzles in the UK), Canal Toys (arts, crafts in the UK and France), Character World (a pan-European deal for bedding), Kinnerton (confectionery, cakes, desserts in the UK, France, Benelux and the Nordics), Spearmark (lunchware, lighting in the UK), and Topps Europe (collectible cards in EMEA).
The new partners join previously announced European licensees Gemma (greeting cards in the UK), HTI (wheeled toys in the UK) and Parragon (publishing in the US, the UK and Australia).
MGA Entertainment will begin rolling out the brand’s first licensed products—including apparel, sleepwear and accessories—in the US later this year. Additional categories will debut in the UK in spring 2017, while the full program will be available at retail across the US and Europe in fall 2017.