Shopkins hits US$100 million at retail, grows licensee ranks

The hit grocery-themed collectible property from Australia's Moose Toys has added eight new licenses in North America, where retail sales surpassed US$100 million in 2015.
January 14, 2016

The hit grocery-themed collectible property Shopkins from Australia’s Moose Toys has added eight new licenses in North America, where retail sales surpassed US$100 million in 2015. And with a total of 51 licensees in Canada and the US combined, that figure is expected to more than double this year.

Brokered by Toronto’s The Licensing Shop, which holds North American licensing rights to the property, the newest Shopkins licensees for Canada and the US are Bendon Publishing (coloring/activity books), Frankford Candy (everyday/seasonal confections), Dynacraft (bikes, scooters) and Edge Brands (swim accessories, skateboards, helmets). As for US-only pick-ups, Just Play nabbed plush toys, while AME landed sleepwear. Meanwhile, HG International took the Canadian cold weather accessories license and Percy 3D Media snagged electronic digital invitations (PercyVites).

Shopkins, which won Girl Toy of the Year in 2015 at New York Toy Fair for its Small Mart Playset (pictured), is looking to repeat in the category at New York Toy Fair in February with its Shopkins Scoops Ice Cream Truck. Shopkins is also a finalist for property of the year at the TOTY (Toy of the Year) Awards event hosted by the Toy Industry Association.

Since bursting onto the scene in June 2014 at retail, Moose Toys has sold more than 207 million Shopkins characters worldwide. Winner of the best licensed toy/game at the Licensing Awards 2015 event in the UK, Nelvana Enterprises is also taking the property to the small screen, with an animated series slated for delivery in 2017. Nelvana is handling EMEA consumer products rights for Shopkins, while the IP is repped by Bulldog Licensing in the UK.

About The Author
Patrick Callan is a senior writer at Kidscreen. He reports on the licensing and consumer products side of the global children's entertainment industry via daily news coverage and in-depth features. Contact Patrick at



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