Num Noms pursue the sweet smell of success

MGA Entertainment’s fragrant toy hit Num Noms is expanding beyond the toy aisle and has lined up a dozen new licensees for its global CP program.
September 6, 2016

Num Noms—MGA Entertainment’s take on the collectibles craze—is expanding its scent beyond the toy aisle and into ancillary products. The food-based miniature characters are shaped and scented like sweet or salty treats, with soft and hollow Nums stacking on top of hard-shelled Noms, which are either motorized to scoot around or filled with flavored lip gloss. Nums and Noms can be mixed and matched to create thousands of fragrance fusions like Raspberry Cream-Banana Go-Go or Peachy Choco Gloss.

Targeting girls five to nine, Num Noms launched at Toys “R” Us last December with mystery packs, starter packs and playsets (SRP US$3.99 to $32.99), and moved to full global distribution earlier this year. Its retailers now include Target, Walmart, Kmart and Amazon—as well as mid-tier and specialty chains.

Juli Boylan, MGA global head of licensing, is now building out the property and says the “delicious” nature of the brand will continue to provide a unique point of difference as MGA continues to expand Num Nom’s reach, appeal and licensing opportunities with each new series of characters.

Boylan and her team have already gotten things underway, recently appointing key category licensees for the US including Canal Toys (craft/activity), Sky High (back-to-school), E.S. Originals (footwear), MZ Berger (home decor), Party Holdings/City (party goods), Ceaco Inc. (puzzles) and Palamon International (seasonal). These new licensees join existing partners like Komar Kids (sleepwear), HER Accessories (accessories), Thermos LLC (lunch kits), My Favorite Company (confections) and Franco Manufacturing (bedding). Accordingly, Num Noms-branded apparel, sleepwear and accessories will be available Stateside in Q4, with a second wave planned for spring 2017 and a full launch for all categories in fall 2017.

Worldwide, Num Noms has more than 40 licensing partners, but Boylan is still on the hunt for licensees in ancillary categories like sporting and home goods. And as she searches for new partners, Boylan says the L.A.-based toyco will seek to maintain the property’s strong aesthetic in all licensed products.

“One of the things that MGA is known for is our packaging. Not only do Num Noms come in yogurt cups, but they’re displayed in stores in a tray that looks like a yogurt truck,” notes Boylan. “We’ve got stories of people buying the entire truck displays—and we’ve even heard stories of people literally stealing them.”

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