MGA Entertainment has already signed up a number of licensing partners for its new entertainment and toy brand Mooshka, which will launch at retail in August.
The new range of soft dolls with a backstory that says they were originally paper dolls but came to life when they joined hands. All dolls in the collection can be connected by their hands and the brand will also feature a series of free companion e-books, available from the Apple App Store.
At launch, the brand will feature three lines–the flagship Mooshka Girls, featuring six characters that each come with a string of paper dolls and a finger-puppet dolly;
Mooshka Tots, the Mooshka Girls’ four little sisters; and Mooshka: Sing Around the Rosie dolls, which sing “Ring-Around-the-Rosie” when their hands are connected.
MGA has already secured a number of licensees for the new brand, including Franco Manufacturing for bedding and accessories, throws, beach towels, slumber bags and bath; and Thermos for lunch kits, insulated and non-insulated bottles, food jars and reusable ice.
MGA will showcase the Mooshka brand the Licensing Expo next week in Las Vegas, Nev.