Australia’s Moose Toys tiny hit toy collection, Shopkins, is making its way to the Big Apple. and opening a limited-time Shopkins Macaron Café in New York City from June 17-19. The news of the pop-up was announced at shopkinscafe.com on June 1 at 8pm ET and sold out in one minute, with 4,000+ families on the waiting list.
“Shopkins is as hot as ever!” said Paul Solomon, Co-CEO of Melbourne’s own Moose Toys, in a press release. “We were absolutely floored by the incredible response to the first Shopkins pop-up experience. What a fantastic way for our fans to experience their favorite collectible—in its very own café! This truly speaks volumes to the strength of the brand and as we expand more and more into entertainment, licensing and new categories, Shopkins continues to exceed our expectations.”
Cue New York’s Tribeca Shopkins Macaron Café, a Parisian-themed, inspired by one of the newest playsets in Season 8 of its cartoon TV series, the Oh La La Macaron Café, and attendance is free with a coveted reservation. Guests will find Shopkins photo opps, a manicure station, a preview of Season 8 and a chance to play with the new products while sampling Shopkins Macarons.
The global popularity of Shopkins garnered the brand a place in the 2017 LIMA International Licensing Awards (#53 spot) in the Top 150 Global Licensors report, and took home the award for the Best Food and Beverage for their Finsbury Shopkins cupcakes.
Last year, Shopkins had over $1 billion of retail sales and is the number 1 girls brand in nine categories in the US including apparel (basics and sleep), bedding, party, kids stationery, accessories, seasonal and home.
The toy franchise now has more than 210 licensees and 18 global agents. “The Shopkins brand is known for its innovation and we are so proud that this innovation continues through to the work that we do with our licensed partners,” said Solomon in a press release.
“It is a real honour to be recognised amongst all of these world leading brands and I would like to take this opportunity to thank all our licensees, agents and retail partners for their support.”
On the heels of its successful first movie, Shopkins: Chef Club, the next feature film (Shopkins: World Vacation) is scheduled for October 2017 by Universal Pictures Home Entertainment (UPHE) Content Group.
“The partnership with Universal has gone from strength to strength with the two brands developing market-leading content for the world’s top selling girl’s property,” Belinda Gruebner, Moose Toys EVP of Global Marketing, commented.
Moose Entertainment’s portfolio includes 10 million downloads of the Shopkins World gaming app, 250 million views of Shopkins cartoons on YouTube and 12 million streams of their songs.
New TOP Mobile Game 2017 on our ranking! Shopkins World! for PC download (Windows/MAC) Try it! Go! https://t.co/1VezrqJwdl
— MobileTopGames (@mobiletopgames) June 5, 2017
Not resting on those not so tiny laurels, Shopkins has launched a live stage show touring the US starting in September with the first stop in Tarrytown, New York on September 26 at the Tarrytown Music Hall followed by the Bergen Performing Arts Center September 28 and Westbury, New York for two shows October 1.
Tickets range from $25 to $75 to watch Jessicake, Peppa-Mint, Rainbow Kate, Cocolette, Polli Polish and their friends prepare for the “Funtastic Fun and Fashion Fair” in Shopvil.
The Moose Toys brand has sold 900 million units to date and it has reinvigorated the collectibles category for kids. The family-run business also owns Little Live Pets, Beados, Happy Places, The Grossery Gang, The Trash Pack and Mighty Beanz.
Promoting the brand with a New York pop-up is a savvy move. Another pop-up experience, the Powerpuff Girls Emporium, set up shop in London’s Soho district last weekend and drew crowds. Kids sampled a makeup and nail bar with a punching bag, a “Powerpuff Yourself” area for customizing tote bags, snake and rabbit petting, and a coloring wall and power science laboratory.
Cartoon Network EMEA opened the pop-up in London to promote the brand’s UK growth as their licensing program has grown to include publishing, fashion, accessories, gifting, homewares, personal care and back-to-school categories.