The House of Mouse has inked a category-exclusive licensing deal with California’s Magic Jump for commercial inflatable toys based on its hit properties Star Wars, Marvel’s Avengers, Mickey Mouse & Friends and Disney Princess.
Magic Jump launched in the early ’90s as a party rental business, but has expanded since to specialize in manufacturing classic bounce houses, as well as inflatable obstacle courses, slides and mixed combination units.
The Disney license should be a major coup for the company, given that The Licensing Letter recently ranked Mickey Mouse & Friends, Stars Wars, Disney Princess and Avengers among the top 10 character brands in North America, generating more than US$100 million in combined licensed retail sales in the region last year alone.
Bounce houses have been popular entertainment attractions at kids birthday parties and family festivals for decades, but branded inflatables are relatively new in the retail market. Moose Toys has jumped into the space with Oonies, a line of inflatable crafts that launched last summer. And DHX Brands’ master toy licensee Alpha Group US is developing a toy line based on Massive Monster Mayhem that will feature inflatable role-play toys.