MGA’s Num Noms signs 40 new licensing partners

Global licensees spanning categories including apparel, crafts and home decor have signed on to MGA Entertainment's hit novelty collectibles property.
April 18, 2017

MGA Entertainment has secured 40 new licensees for its property Num Noms. The new agreements make for a total of 80 global licensing partners for the scented “novibles” (novelty and collectibles) property.

According to MGA Entertainment, key categories will launch this spring and the full program will hit retail around the world this fall. Moving forward, the toyco plans to focus on expanding the property in key international territories throughout the Asia-Pacific and Latin American markets.

New licensing partners in apparel and accessories categories include PhatMojo (US, Puerto Rico), Intimo (US), Jellifish Kidsn(Canada), Mad Engine (Canada), Danawares (Canada), BrandHouse Footwear (Canada), HEYS (Canada), Alpha UK (UK), Smith and Brooks (UK), C&M Licensing (UK), BCI (Australia, New Zealand), Benson’s Trading Company (Australia), Caprice Australia Pty (Australia, select European territories) and HER Accessories (select European territories).

Toys, crafts, activity and party goods category include Amscan (select European territories), Play by Play Toys (Europe, Mexico), Topps Europe (Australia, New Zealand, Latin America), Anagram/Amscan (Australia, New Zealand), RMS International (UK) and Winning Moves (UK, Italy).

New sporting goods licensees are BH Brands (US, Puerto Rico, Canada) and PTX Performance Products US (US, Canada, Mexico).

Licensing partners in the home décor and furnishings category include Idea Nuova (US), ERE (US), Aymax (Benelux), M. Toys Monoprosopi (Greece, Cyprus, Bulgaria, Romania) and STOR (select European territories, Middles East, Africa).

The back-to-school and stationery category sees the addition of Trends International (US, Canada), Innovative Design (US, Canada), SmileMakers (US, Puerto Rico, Canada), IG Design (UK) and Bio Pappel Scribe (Mexico).

Confectionery, meanwhile, adds category Leese Enterprise International (Canada) and Park Avenue Foods (Australia, New Zealand).

Additional licensing partners include MegaToys (seasonal products in the US), Sakar (electronics in the US, UK, France), Kennedy Publishing (UK) and DC Thomson (UK).

The first licensed Num Noms products–including apparel, sleepwear and accessories–landed at US retail in Q4 2016. Previously announced licensees include ATM (France), Blueprint (UK), Character World (pan-European), and Topps Europe (EMEA).

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