Lisle launches SuperZings licensing

Monthly magazine and board games are among the first licensed lines for Magic Box Toys’ hit collectable brand

Written by Rhys Thomas

Posted 28.02.2019 | Toys

Lisle launches SuperZings licensing thumbnail

Lisle Licensing has unveiled the first details of the licensing programme for Magic Box Toys’ hit collectable line SuperZings.

This March, the first issue of the brand-new monthly SuperZings magazine from publisher DJ Murphy will hit newsstands. This fun-packed, interactive magazine will be full of adventures, activities and giveaways, plus every issue will come with one Super Hero and one Super Villain SuperZing character. Issue one has already achieved strong listings.

This will be followed by the launch of two new board games from John Adams this summer. In SuperZings Race to Rescue Pressmatic game, players take turns to race around the board collecting SuperZings gang tokens. The first player to gain a complete set wins the game. In the SuperZings Battle Game, players pick a character and battle their way along the board. The first player to reach the centre and overcomes Enigma wins the game to claim the rare SuperZings character.   

“A licensing programme is a natural progression for SuperZings, which is was the number six new brand in the UK (NPD) and number five in Spain,” says Julia Cake, UK and Ireland Commercial Director, Magic Box Toys. “Series 3 launched earlier this month and sales are already up 130 per cent compared to the launch of Series 2 last September, a statistic driven by tremendous retailer support as well as demand from children keen to find the Ultra Rare character – Mr King.

“The colourful, comic-book-style world we’ve created for SuperZings offers an array of great licensing opportunities and we’re delighted to be partnering with Lisle to ensure every avenue is explored. We’re excited to see the different ways in which children can now interact with the brand through games and publishing.”

The brand has put Magic Box firmly on the map with global expansion into 11 territories outside the UK. Significant marketing investment has been made to support each launch which includes the USA, Middle East, Russia, South America and Indonesia. In addition to SuperZings Series 3, Magic Box is also gearing up for the introduction of its new IP MojiPops, which taps into 2019’s mindfulness trend.

Lisle Licensing’s Francesca Lisle says: “From the second we saw SuperZings, we knew it would lend itself well to a licensing programme. The games and magazine are just the beginning – with such a rapidly growing fanbase of young children who are so thoroughly engaged with the hero vs villain play pattern, we know there is plenty of opportunity to explore further ways of bringing the brand to life through licensing. This is a very interesting and innovative category in our industry and we are thrilled to be representing Magic Box.”

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