Little Tikes signs as Little Baby Bum master toy

A rare licensing deal for toy firm MGA is “a perfect match” says CEO Isaac Larian, with plans to ramp up pipeline and launch as early as this autumn

Written by Rhys Thomas

Posted 21.02.2019 | Pre-School

Little Tikes signs as Little Baby Bum master toy thumbnail

Toy company Little Tikes has signed a rare licensing deal to become the exclusive master toy partner for Moonbug’s Little Baby Bum.

The 3D animation puts a modern spin to classic nursery rhymes and children’s stories and will be brought to life by Little Tikes through a range of pre-school toys. The toymaker will design, manufacture, market and distribute the collection.

Isaac Larian, CEO and founder of Little Tikes parent company and L.O.L Surprise! owner MGA, says that while the company generally declines licensing deals, Little Baby Bum was an exception, the “perfect fit”.

“Little Baby Bum’s exceptional content and vast online presence, combined with Little Tikes’ deep understanding of kids and parents, makes this collaboration a perfect match,” he says. “We have accelerated the creative process to ensure products will be available at key retailers this fall.”


René Rechtman, co-founder and CEO of Moonbug, says: “We are excited to launch a toy line together with MGA to offer kids around the world the opportunity to connect our much-loved nursery rhyme stories with tactile experiences, which will support their development.”

Little Baby Bum, which was acquired by Moonbug last year, has racked up more than 23 billion views on YouTube alone. Its mix of pre-school-friendly content is available in 11 languages and is also on major streaming platforms such as Netflix and Amazon Prime. 

“It is long overdue that digital IP, which has a vast global audience, is connected with the physical world,” René adds.


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