Num Noms serves up Menchie’s partnership

MGA Entertainment's food-themed collectibles line will launch an exclusive Menchie’s Starter Pack at Toys "R" Us stores across the US in July.
May 11, 2017

MGA Entertainment plans to cool down this summer by partnering with Menchie’s. The toyco and self-serve frozen yogurt franchise are teaming up on a US promotion featuring the Num Noms collectibles line, which will be available exclusively at Toys “R” Us in the States.

Featuring new Sweet Friends, the Num Noms Menchie’s Starter Pack will debut at TRU  beginning in July. To celebrate the partnership, 400-plus Menchie’s locations nationwide will feature two exclusive limited-edition frozen yogurt cups.

Targeting girls ages five to nine, the Num Noms line launched at Toys “R” Us in December 2015, featuring food-based miniature characters that are shaped and scented like sweet or salty treats. There are now more than 400 characters and 50 scent variations.

The brand has also expanded into a number of licensing categories including apparel and accessories, toys, party goods, sporting goods, back-to-school and stationery. Worldwide, Num Noms has more than 80 licensing partners.

According to market research firm The NPD Group, Num Noms was the second-largest dollar growth property in the playset dolls & accessories category YTD in March.

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