Moose Toys digs into licensing for Treasure X

The Australian toyco is partnering with The Licensing Shop to launch a merch program inspired by its newest collectibles property.
September 21, 2018

Australian toyco Moose Toys has tapped Toronto’s The Licensing Shop to launch a consumer products program based on its collectibles property Treasure X in the US and Canada.

The program is set to roll out for back-to-school 2019, roughly one year after the property first hit shelves, and it’ll be led by publishing, trading cards and board games with additional categories like apparel, bags, stationery and accessories to follow.

Moose Toys launched Treasure X in July as a range featuring 24 action figures and 30 different treasures encased in a brick of “sand”. The toy line boasts a multi-layered unboxing process that lets kids dig for and assemble the action figures before pouring water into a wooden chest to reveal a treasure, some of which is gold-plated.

To support the line, the toyco has also created a series of webisodes, the first of which is currently available on YouTube. Seven more will launch in the lead-up to holiday 2018.

Collectibles continue to lead growth in the toy industry, with recent data from market research firm The NPD Group showing that UK sales in that category have grown by 156% since 2015, and by 29% in 2018 alone. In fact, three in 10 toys sold in the UK between January and August were collectibles (representing 15% of total spend). Globally, NPD reports that the collectibles market has increased by 26% so far this year, accounting for 11% of dollar sales in the total toy industry.

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