Rocket Licensing, one of the UK’s most admired independent licensing agencies, has been appointed to manage UK and Ireland licensing for SuperThings, the toy sensation from Magicbox, a global leader in the creation and distribution of collectable toys.

Everyday objects that transform into superpowered heroes and villains, the SuperThings are a very successful line of collectible characters whose home is Kaboom City, where they have amazing adventures. They are already massively successful with their core target market of boys aged 4-8 years old and secondary market of boys and girls from 3-10 years old as well as parents and gift givers.

Since the toys launched in 2018, there have been twelve 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 360º marketing campaign and, in Spain, where Magicbox is headquartered, are popular at live shopping centre events and through a touring Sing & Party Musical. The toys have sold over 113 million units in Spain alone and have a presence in 23 countries.

However, the next two years will see the SuperThings toy project 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. Building on the growth of the brand – whose confirmed TV partners include Clan, Panda +, Cartoonito, Gulli, Discovery and ITVX – will be a movie, which will be released in the summer of 2026.

The strong expected brand growth will be supported by a multi-platform strategy including a YouTube release and new collectables every four months.

But that’s just the start. The SuperThings brand is now preparing for an explosion of interest in multiple territories, where a combination of high-quality content, a great product line and the strongest marketing proposition in the brand’s history will bring it to multiple new categories beyond collectables.

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, of course, by promotional opportunities.

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.

Magicbox, a company that creates brands, builds universes and generates trends in the toy industry, was established in Spain in 1994. Today it boasts sales of over 2 billion units and has a presence in 30 countries. It is especially successful in action figures but also designs and supplies top-selling playsets. Among the many brands it has created to spark the magic of play, fun and imagination for kids have been GOGO’s Crazy Bones, Zomlings, KookyLoos, T-Racers, Piratix and, of course, SuperThings.

Andrea Manzanedo Magicbox, says: “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. The brand is now perfectly positioned to inspire a wide range of products across multiple categories for fans around the world. 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.”

Rob Wijeratna, Joint Managing Director 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.”

About Rocket Licensing
Eighteen years old and one of the UK’s leading award-winning licensing agents, Rocket Licensing represents a diverse and focused roster of brands, that spans entertainment, preschool, heritage, lifestyle and specialist interest properties. Rocket’s portfolio currently manages UK licensing programmes for an array of leading entertainment studios and licensors, including: Acamar Films; Amazon MGM Studios; BocPix; Eastman Kodak Co; The European Space Agency (ESA); Hat Trick International; Joester Loria Group for Dog Man; Legendary Entertainment; Mercis; Scholastic and The Lumistella Company. For more information, please visit www.rocketlicensing.com