Moose Toys continues to grow its Shopkins brand with a new agreement with Build-A-Bear Workshop. The partners will develop an assortment of plush and accessories set to launch at Build-A-Bear Workshop stores and at buildabear.com in late summer 2017.
The global licensing agreement—brokered by Toronto-based The Licensing Shop—covers Build-A-Bear Workshop locations in the US, Canada, Denmark, Ireland, Puerto Rico, the UK and China, as well as franchise stores in Africa, Asia, Australia, Europe, Mexico and the Middle East.
This agreement comes as Moose Toys continues to expand the collectibles brand’s reach into a number of new categories.
Earlier this year the Australian toyco announced a partnership with KIDdesigns and its eKids brand to incorporate Shopkins characters into a variety of interactive youth electronics products in 2017. The branded products will include volume-limiting headphones, a karaoke machine with microphone, walkie-talkies, a singalong microphone and a purse-shaped boom box.
Shopkins toys led significant collectible category sales in both the US and the UK in 2016, and its animated web series has garnered nearly 240 million views on YouTube. Shopkins continues to be the top girls’ toy and license in major categories including apparel, room décor and sleepwear.