The brand from Spanish toy company Magicbox will target new categories including plush, games, puzzles and more
Rocket Licensing has been appointed to manage UK and Ireland licensing for SuperThings, the hit collectible toy brand from Magicbox.
Everyday objects that transform into super-powered heroes and villains, SuperThings is a line of collectible characters with a core target market of boys aged four to eight years old and secondary market of boys and girls from three to 10 years old, as well as parents and gift givers.
In the UK, Rocket Licensing will be supporting a brand strategy that will target plush, puzzles, games, stationery, arts and crafts, party items, dress-up, back to school, books and magazines, apparel, home textiles, toiletries and more, supported by promotional opportunities.
“Magicbox is already strongly established in collectables, and the SuperThings brand is perfectly positioned to expand into an even wider selection of categories”
Rob Wijeratna, Joint MD of Rocket Licensing, says: “Magicbox is already strongly established in collectables, and the SuperThings brand is perfectly positioned to expand into an even wider selection of categories. We’re looking forward to strong UK licensee interest throughout the coming year as the brand’s growing TV and online presence builds on the enormous success of the toy range.”
Since the toys launched in 2018, there have been 12 series of collectables that have sold in the hundreds of millions. Each series includes more than 80 carefully designed, high-quality characters to collect at a variety of price points.
The brand is already supported by a 360-degree marketing campaign and have sold over 113 million units in Spain alone, with a presence in 23 countries. In the next two years, the SuperThings toy range will be taken to another level with a brand licensing campaign managed in the UK by Rocket, and supported by the recently launched TV series, a family-focused adventure comedy comprising two seasons of 26×7’ episodes targeting 6-10 year-olds. The first series arrived in 2024 and the second this year, airing on Cartoonito, ITVX, Discovery,. A movie in the works and will launch in the summer of 2026.
Andrea Manzanedo Magicbox, adds: “SuperThings continues to exceed expectations in the collectibles market, and its success has been further amplified by the storytelling magic that has brought the brand to TV and streaming platforms. We’re thrilled to be partnering with Rocket Licensing in the UK – true experts in brand extension – to bring even more exciting SuperThings products to fans.”
Expect major announcements throughout 2026 as the brand’s presence grows. SuperThings will also be a very prominent part of the Rocket display on stand A205 at BLE.
