Brand Profile - Miraculous

Spots on! Miraculous goes super

As the Miraculous franchise celebrates its 10th anniversary, Toy World caught up with Luca Bonecchi, VP of Licensing for Europe at Miraculous Corp, to discuss upcoming partnerships and product launches, and how the brand will be expanding beyond animation and retail to engage with fans in new and diverse ways.

Miraculous is celebrating its 10th anniversary this year. What do you believe has contributed to its lasting success?

Miraculous has thrived over the past decade thanks to its captivating storytelling and visually stunning animation that continues to thrill audiences of all ages. The series' wide accessibility on major global platforms, including Disney Channel, Disney+ and Netflix, as well as top-tier local broadcasters including TF1 in France, BBC in the UK, Neox in Spain, Super! in Italy and Puls in Poland, has helped us reach millions of devoted fans worldwide. Our success is further amplified by the strong relationships we’ve cultivated with top-tier licensing partners. This year, we are thrilled to launch season six, in which Marinette/Ladybug, Guardian of the Miraculous, has assembled a new team of Miraculous holders to fight by her side against a formidable new foe. Our characters have grown and evolved, and the storyline weaves together themes of courage, self-belief, romance and the delicate balance of secrets and deception among friends, ensuring Miraculous remains as engaging and emotionally rich as ever.

Which upcoming partnerships or product launches excite you the most?

Our global toy partner, Playmates Toys, is launching a 2025 toy line, including the Miraculous Ladybug 10th Anniversary Limited-Edition Collector Doll—a beautifully crafted 10.5-inch figure that embodies Ladybug’s heroic spirit - as well as a collectible line, the Miraculous Box Stack Shack Surprise. In Europe, the new collection will be distributed by Bandai, Toy Partner, Orbico, and Maki, among others. In addition, Playmobil will release six new play sets in its distinctive style this summer, including the T&S Boulangerie, the bakery owned by Marinette’s parents, where she often helps out.

In global publishing, Insight Editions is launching the Official Miraculous Cookbook in July, while Kodansha will release the Complete Manga Omnibus for holiday 2025, featuring all three best-selling manga volumes. Meanwhile, our European magazine partner, Blue Ocean, is introducing an extensive collectible sticker album, and Aldi’s Book “n” App promotions have been a hit, with last year’s Dress & Color Me book and this year’s sticker book both becoming the top-performing titles in their format and target audience. In France, Hachette will debut episode adaptations from season six of the series in April as part of its Hachette Bibliothèque Rose line. Under a new multiyear agreement with Anaya, adapted and translated titles from this line will be released in Spain, and in Poland, HarperCollins Polska is gearing up to release three unique titles this year.

In cosplay, Rubies is unveiling a new-look costume across Europe inspired by season six’s updated superhero designs, and in the fashion arena, LPP, our Polish apparel partner, is rolling out an exclusive retail collection in 19 countries across Europe this summer.

We are proud to have built strong, lasting relationships with over 200 licensees across Europe and CEE and would like to thank our licensing agents, including Big Picture Licensing and Retail Monster (UK), TF1 (France), CPLG (Germany) and Grupo Planeta (Italy, Spain, and EEC). We continue to enjoy broad retail support, with our products available in major specialty and mass-market stores as well as online.

What plans are in place for the brand’s 10th Anniversary celebrations?

In addition to our anniversary-themed product launches, we’ll be celebrating the brand’s 10th anniversary during the second global Miraculous Day on 28th September 2025. Last year, in Europe, we collaborated with partners including La Grande Récré, Toys Center, Smyths Toys Superstores, Rofu Kinderland, Toys R Us and El Corte Inglés. We are also working with our licensees to release special edition products in Q4, supporting them in their marketing initiatives, and we are working on a few special events for Q3 and Q4 that will offer incredible visibility and fan engagement for the brand that we can’t reveal just yet, along with expansive digital initiatives.

Are there any plans to expand Miraculous beyond animation and merchandise?

Fan engagement is a top priority, and this year we’re amplifying our efforts with Miraculous: Ladybug & Cat Noir Adventure—an immersive attraction with Fever that launches in Mexico City first. In France, we had an impressive Miraculous event in the magnificent Gardens of Château de Versailles last year, which we hope to continue, and we have an ongoing promotion with Air France.

How do you see the Miraculous brand evolving over the next five to ten years?

The future of Miraculous is brighter than ever, driven by a dynamic new leadership team led by CEO Andy Yeatman, with Roz Nowicki spearheading global consumer products strategy and Ashley Depp leading franchise and marketing. The next decade will see the brand expand through new seasons, spin-offs, immersive digital experiences, special TV events and a highly anticipated second animated feature film. This continuous evolution will fuel fresh licensing opportunities, which we will support with a deeper investment in marketing and brand building.