Magic Box Toys to launch Moji Pops

by TnP Staff
Published: 30 October 2018, 06:46
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 New collectable IP coming in March 2019

Magic Box Toys, the collectable toy specialists behind smash-hit properties GoGos Crazy Bones, Star Monsters, Zomlings and SuperZings, is to launch a new emotions-based collectable IP in 2019: Moji Pops!

Hitting UK shelves in March 2019, Moji Pops Series 1 is made up of everyday objects brought to life as unique, fun-loving characters with an array of colourful emotions based on popular emoticons. From an ice cream to a cactus, a television to a pillow, each 90p blind-bagged character has a removeable double-sided face: flip it over to switch between emoticon-based expressions depicting a huge variety of sentiments, or even swap faces completely with another character in the collection! Children can switch their character’s mood from sleepy to happy, sad to cool, devilish to angelic – there are six different-coloured face pieces, each with two distinct emotions to alternate between. There are 90 different characters to collect, from the worlds of pets, home, nature, travel, music, food and sport, including six ultra-rare Glitter Moji Pops.

These new characters truly love living life to the full, inhabiting a world of sheer enjoyment, and the accompanying accessories and toy range aims to bring this world to life, offering hours of role-playing potential for young Moji Pops collectors…

  • 12 different boxed ‘Story’ sets (RRP £2.50 each) include two Moji Pops and a mini stage for them to act out a scene
  • Six different ‘Photo Pop’ blister packs (RRP £7 each), each containing four Moji Pops, photobooth-style accessories, display stand and a mini photobooth frame to capture cool poses
  • ‘Blister Glitter Surprise’ - a blister 8-pack which comes packed with six Moji Pops plus two surprise ultra-rare Glitter Moji Pops (RRP £10)
  • And there are four different ‘I Like…’ playsets: I Like Ice Cream, I Like Pets, I Like Party and I Like Movies. These contain two themed Moji Pops, various pieces of scenery and accessories to bring the theme to life (RRP £12 each)

Julia Cake of Magic Box Toys says: “We’re incredibly excited about Moji Pops, a wonderfully-colourful collectible which aims to bring emotions into play in more ways than one. The unique flippable, swappable faces ensure this range stands out as something genuinely innovative in the collectible space. We’ve carefully developed the wider toys around the blind-bagged characters to bring the Moji Pops’ world to life with a variety of props and scenes offering endless role-playing potential for young children. Maintaining a genuinely pocket-money price-point, we’re confident the brand will prove popular with children who’ll enjoy changing their characters’ moods and acting out scenarios. In today’s climate of heightened awareness of emotions and mindfulness, we feel the time is right to launch a range which goes beyond pure play and delves into kids’ understanding of their own moods, personalities and sentiments. The familiar emoticon feel will ensure the range appeals to our target audience and retains a theme of fun at its core.”

Moji Pops’ UK launch will be supported with TV advertising, webisodes, digital marketing, social media and a robust PR campaign from Playtime PR who devised 2018’s award-winning launch for Magic Box’s SuperZings brand.