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Num Noms Expands Global L&M Presence


MGA Entertainment has secured more than 40 new licensing partners around the world for the hit property Num Noms across a variety of categories.

Among the new apparel and accessories licensees are PhatMojo in the U.S. and Puerto Rico; Intimo in the U.S.; and Jellifish Kids, Mad Engine, Danawares, BrandHouse Footwear and HEYS in Canada. On board for the U.K. are ALPA UK, Smith and Brooks and C&M Licensing. BCI will release merchandise in Australia and New Zealand. Benson’s Trading Company and Caprice Australia signed on for Oz, with the latter company also in select European territories alongside HER Accessories.

MegaToys is launching seasonal products in the U.S.; Sakar is working on electronics in the U.S., U.K. and France; and Kennedy Publishing and DC Thompson are doing publishing in the U.K.

On board for toys, crafts, activity and party goods are Amscan (select European territories), Play by Play Toys (Europe and Mexico), Topps Europe (Australia, New Zealand and Latin America), Anagram/Amscan (Australia and New Zealand), RMS International (U.K.) and Winning Moves (U.K. and Italy).

For home décor and furnishings, licensees are Idea Nuova and ERE in the U.S.; Aymax SPRL in Benelux; M. Toys Monoprosopi EPE in Greece, Cyprus, Bulgaria and Romania; and STOR in select EMEA territories.

The back-to-school and stationery category includes Trends International and Innovative Design in the U.S. and Canada; SmileMakers in the U.S., Puerto Rico and Canada; IG Design in the U.K.; and Bio Pappel Scribe in Mexico. For sporting goods, there are BH Brands in the U.S., Canada and Puerto Rico, and PTX Performance Products in the U.S., Canada and Mexico. Confections partners include Yow Brands in the U.S., Leese Enterprise International in Canada, and Park Avenue Foods in Australia and New Zealand.

“From the first Num Noms licensed products—apparel, sleepwear and select accessories—to hit retail in the U.S. in fourth quarter 2016, through today, the brand continues to exceed our expectations, appealing to a wide consumer base of young girls, collectors and others with a keen appreciation of whimsy,” said Juli Boylan, the global head of licensing at MGA Entertainment. “We are very excited to be launching key categories this spring, and the full program worldwide in the fall. Num Noms also continues to grow in the U.K. and European markets and so our focus as we head into Licensing Expo is to meet with potential partners in the ancillary categories, and further expand the brand in key international territories throughout the Asia Pacific and Latin American markets.”

About Joanna Padovano Tong

Joanna Padovano Tong is the managing editor of World Screen. She can be reached at



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