Neopets cookbook

Market Mashup: MGA, JumpStart, SHEIN

As Licensing Expo 2022 wraps up, there's more anniversary fun brewing for the Care Bears, plus a special Bratz doll launch and a cookbook inspired by Neopets.
May 27, 2022

MGA

The LA-based toyco will launch a new Pride-themed collection of Bratz dolls in June, accompanied by an adult apparel line from LGBTQ designer Jimmy Paul and Netherlands-based fashion manufacturer Difuzed.

Bratz characters Roxxi and Nevra will be the brand’s first-ever doll set sold together as a same-sex couple, sporting ’60s-inspired outfits from Paul’s fashion brand JimmyPaul.

Charitable division MGA Cares has also committed to donating US$25,000 to LGBTQ nonprofit org The Trevor Project.

JumpStart 

Fans of the LA game developer’s flagship Neopets virtual community platform can put their cooking skills to the test next year.

JumpStart has partnered with Andrews McMeel Publishing for the first-ever Neopets cookbook (pictured), slated for global release in spring 2023. It will feature recipes inspired by in-game food, as well as history, stories and themes from the digital world of Neopets. The book is targeted at both beginner cooks and experts.

SHEIN

The Chinese fashion retailer has launched Shine Your Kind—a new apparel and accessory line based on the Care Bears IP. The collection’s theme aims to start conversations about “radical kindness” in recognition of Mental Health Awareness Month in May.

Branded dresses, tank tops, skirts, swimwear, sunglasses, tote bags, jewelry and more are now available to buy on the SHEIN website. The collection joins a host of other licensed products celebrating the Care Bears’ 40th anniversary through 2022.

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