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Little Baby Bum adds Little Tikes as master toy

Range of products will bring to life popular digital IP from brand owner Moonbug.

Little Tikes has signed up to become the master toy licensee for hit digital IP, Little Baby Bum.

The brand – which was acquired by global entertainment company Moonbug last year – focuses on 3D animation with classic nursery rhyme stories and kids’ songs.

Little Tikes will bring to life the signature characters through a range of products designed for ages six months and up.

“For the past 50 years Little Tikes has created innovative products that have spanned generations,” said Isaac Larian, ceo and founder of MGA Entertainment, which owns Little Tikes. “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. 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, added: “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.

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

Little Baby Bum has a global fanbase of over 28 million subscribers, with the videos having been watched over 23 billion times on YouTube alone and are available in 11 different languages.

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