More Shopkins toys as brand expands globally

As the collectible brand's seventh series launches in the UK, Nelvana has picked up new Shopkins licensees in Russia, the Middle East and Scandinavia.
February 6, 2017

Moose Toys is continuing to feed the collectibles market. As Shopkins toys led significant sales in both the US and the UK last year, the Australian company has released the brand’s seventh series in the UK. Launch of the party-themed items was marked by an International Shopkins Day celebration at Toys “R” Us.

Shopkins is in fact the largest girls toy brand in the UKwhere revenue topped US$125 million last yearand regional licensing representative Bulldog has signed new licensees and retailers including Universal (DVD), Gemma (party goods), Fashion UK (apparel), Aykroyds TDP (nightwear and underwear), Spearmark (lunchware, tableware, drinkware and lighting), Topps (collectible and trading cards), VMC (headwear, scarves and sunglasses), Blueprint (stationery), Character World (bedding, inflatable chairs and beanbags), Danilo (greeting cards, wrap and calendars), DJ Murphy (magazines), Winning Moves (games), and Whitehouse Leisure (amusement plush).

Meanwhile, Corus Entertainment-owned Nelvana Enterprises is taking advantage of the brand’s popularity by expanding its Shopkins licensing program in Russia, the Middle East and Scandinavia.

Nelvana has tapped Megalicense International as its Shopkins sub-agent in Russia, the Commonwealth of Independent States, the Ukraine and the Baltic nations of Estonia, Latvia and Lithuania. New licensees in Russia include AST Origami (board games, arts and crafts), AST Publishing (magazines), Perfetti (chocolate), Tarna Rosman (plush, party goods, stationery, arts and crafts) and Unitoys (card games).

In partnership with Moose Toys, Nelvana has also appointed 20too Licensing as its agent in the Middle East. Toys in the region will be distributed by Rochas and new licensees—including Developing Dreamz (stationery), MEI (events), Sapphire (confectionery, travel accessories) and Vibrant Global (personal care, home textiles, fashion accessories)—will introduce products this spring.

Newly-appointed agent Alicom, meanwhile, will expand the Shopkins brand in Scandinavia, while Proxy continues to serve as Nelvana’s toy distributor. Ravensburger, which currently produces Shopkins-branded puzzles and games in France, Italy and Spain, will expand its program in those territories.

Since its launch in 2014. Shopkins has grown to include more than 140 collectible toy characters, a line of Shoppies Dolls and an animated webisode series on YouTube.

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