ZAG Play’s new toy division is ready to bring its inaugural consumer products line to market at the Nuremberg International Toy Fair next month, leaning on hot toy trends such as unboxing, cooking and crafts to attract the attention of retail buyers.

The LA-based company’s debut range focuses on flagship brand Miraculous, digging deep into the TV show characters’ interests for product inspiration. It features plush, playsets, a mini sewing machine so kids can craft their own accessories and collectible eggs with surprise products inside. 

The toy division is also moving ZAG into the trading card market with the new game called Miraculous Secrets that will feature multiple decks and cards that change color when exposed to heat. 

“Most of the themes are rooted in, or inspired by, our content,” says Helena Perheentupa, SVP of ZAG Play’s toy division. “For example, arts & crafts activities are core to who Marinette (a.k.a. Ladybug) is, and several episodes show her sewing or sketching away in a notebook.”

According to Perheentupa, 60% of the Miraculous audience is female. And knowing the brand also has a wide demographic reach, ranging from three-year-olds to adults, ZAG felt it needed to launch the toy line with multiple product categories, creating collectibles for fans of all ages, activity sets for younger children and plush products for tweens. 

The Miraculous line will contain the first ZAG Play toys to hit retail, with a global rollout planned in 2023. This will be followed by a new CP range for Ghostforce, created to complement the upcoming line of action figures from ZAG’s master toy partner, LA-based Playmates. 

“What categories we expand into next remains to be seen, as we want to ensure that the lines are both relevant to the consumer and tied into the brand’s DNA,” says Perheentupa. 

ZAG launched its global toy division in August last year to develop new lines of consumer products for its flagship brands, including Miraculous—Tales of Ladybug & Cat Noir, Ghostforce and upcoming CG-animated feature film Melody. Last month, the division recruited former Zuru exec James Nunziati to head up global sales operations.