Moose Toys launches its first ever pre-school toy property Kindi Kids this autumn, and already the company is thinking big, appointing The Licensing Shop to handle a licensing programme for the US and Canada.

The Kindi Kids are four quirky and colourful bobblehead dolls with magical accessories that move and come alive, designed to spark imaginative play and guid young girls on their journey to kindergarten.

Paul Solomon, co-owner of Moose Toys, says Kindi Kids is “more than a brand launch” for the company, instead he sees it as a chance to “disrupt the pre-school aisle”.

“We’ve received great support from retailers, and this is just the beginning for Kindi Kids. We are building out a robust world with music and content, with more to come,” he says.

The world of the Kindi Kids, Rainbow Kind, will be brought to life through YouTube content hitting the platform in June. The episodes are filled with music, and viewers can get to know the Kindi Kids by joinging their adventures, including the first day of kindergarten and making new friends.

The Licensing Shop will launch the Kindi Kids licensing programme in the back-to-school window of 2020, with product categories such as apparel, accessories, stationery, publishing and drinkware. The program will expand in 2021 to include sleepwear, room décor, party goods, and snacks in addition to others. Staple licensees already on board include The Bentex Group as master apparel and swimwear partner, plus Komar Brands, which will develop a line of sleepwear.

Menal McGrath, Vice President, Global Licensing, Moose Toys says: “Moose Toys continues to diversify its brand portfolio, and at Licensing Expo we are showcasing Kindi Kids, our first consumer products program specifically developed for the preschool market. The world of Kindi Kids has strong licensing appeal and reception to the brand has been extremely positive.”