Miraculous (franchise)

Miraculous is a French superhero media franchise created by writer and director Thomas Astruc and owned by Miraculous Corp., a joint venture of ZAG Entertainment and Mediawan. The franchise follows two Parisian teenage superheroes, Marinette Dupain-Cheng (Ladybug) and Adrien Agreste (Cat Noir), who use magical jewels known as "Miraculous" to transform, the power of these jewels is granted by Kwamis, ancient magical creatures that represent abstract concepts. Together, Ladybug and Cat Noir protect the city from akumatized villains.

The franchise began with the main animated series Miraculous: Tales of Ladybug & Cat Noir (2015–present), also includes web series, TV movies, animated films, video games, comic books, mangas and merchandising.^[1]

The original concept for the Ladybug character was conceived by French animator and storyboard artist Thomas Astruc around 2005. The initial spark arose casually after Astruc met a young woman wearing a ladybug t-shirt, leading him to create Ladybug's design on a Post-it note. Thinking the character worked, Thomas began developing her, drawing inspiration from the fake covers of Japanese comics like The Mini Menace Ladybug, and built a universe around the heroine, inspired by comic book universes like those of Marvel. The project gained momentum when Thomas Astruc teamed up with Jeremy Zag, a producer at ZAGTOON (currently ZAG Entertainment), allowing Astruc to refine the concept.^[2][3]

Astruc drew inspiration from a wide range of media, particularly Japanese animation and comic books. The heroine was influenced by magical-girl conventions such as Sailor Moon, while also incorporating superhero elements comparable to Spider-Man and Franco-Belgian comics. Additionally, Astruc cited the French film character Amélie Poulain as a tonal influence, helping shape the romantic Parisian atmosphere of the series.^[3][4]

Cat Noir was designed as a symbolic counterpart to Ladybug, based on the Chinese philosophical concept of Yin and Yang. Because ladybugs are traditionally associated with good luck, Astruc paired her with a black cat hero representing bad luck and destruction. The hero's visual design was influenced by Catwoman (DC Comics), incorporating a black suit, agility and stealth behavior. In terms of personality, the hero intended to represent freedom: in his civilian life he is restrained, while as a superhero he becomes playful and bold.^[5][6][4]

In early versions of the project, the character was named Félix and had a colder personality. During development alongside Jeremy Zag, the concept was later reworked into Adrien Agreste, making the dynamic between the protagonists more empathetic and accessible to audiences.^[7][3]

Graphic designer Nathanaël Bronn sought to create a universe with a French touch, moving away from the standard of "muscular superheroes" to design protagonists with slender and graceful silhouettes. The creators wanted to convey the elegant and refined image of Paris, fusing it with the modernity of superheroes. The Kwamis were inspired by the mascots of 1970s Magical Girls manga, with a touch of Japanese animation.^[3]

Toei Animation, the animation branch of Toei Company participated in the production of an anime-style trailer (known as Ladybug PV) in an attempt to promote this animation style. Due to technical reasons, such as animating the ladybug's spots, and to facilitate sales, the team opted for CGI animation. The promotional anime video, directed by Kohei Chikokal, and composed and performed by Noam Kaniel (Noam) leaked in September 2012 and was a 2D OVA featuring Félix Agreste (later Felix Fathom), later replaced by Adrien Agreste. The tone of the series also changed during development, shifting from a darker concept to a lighter tone suitable for a children's audience ^[7], with the help of script director Sébastien Thibaudeau. The first official CGI (computer-animated) promotional videos were released on October 8, 2013, and in February 2014.^[3]

The project was announced in Cannes in October 2010 with an estimated budget of US$50 million. From the outset, the producers were developing a 360-degree strategy to build a comprehensive franchise, with plans to involve toys, comic books, and apps for Apple devices. The goal was to create "a series for girls that boys will love to watch."^[8]

The production of the series became a complex international joint venture, co-produced by ZAGTOON, Method Animation, Toei Animation and SAMG Animation, as well as several international companies. The animated series Miraculous: Tales of Ladybug & Cat Noir premiered in South Korea on September 1, 2015, followed by the France premiere in October 2015.^[9][10] The show quickly achieved global success, being listed among the Top 10 most popular TV shows on Netflix in the United States and achieving record viewership in China. In August 2019, the Brazilian children's channel Gloob (owned by Grupo Globo) entered into a co-production partnership with ZAG for the upcoming seasons.^{[11][12][13][14]}

Currently, Miraculous is considered one of the most successful children's intellectual properties (IPs). The series, which includes TV movies and a 2023 feature film, has had six seasons available in over 150 countries, driven global retail growth with more than 230 licensees worldwide, and the seventh season is in production for release in 2026. The franchise's commercial success has reached over US$1 billion in retail sales worldwide.^[15][1]

Due to the exponential growth of the franchise, producers ZAG and the French independent production company Mediawan joined forces to launch Miraculous Corp. on May 13, 2024. This new label was created to oversee all aspects of ZAG's most successful original intellectual property, Miraculous: Tales of Ladybug & Cat Noir. The new corporation unites all facets of the franchise under one roof, with Mediawan holding 60% ownership and ZAG retaining the remaining 40%. Franchise co-creator and ZAG founder Jeremy Zag will continue as the majority shareholder and board member, overseeing the development and creation of new stories and characters within the franchise.^[16][17]

Miraculous World is a television film series produced by ZAG (and, starting in 2024, in conjunction with Miraculous Corp.), originally released on September 25, 2020, the series expands the franchise's universe by showing Ladybug and Cat Noir on international missions, where they discover that the Miraculous are not the only source of magical powers in the world, finding new allies, technologies, and ancient jewels.

Bandai was named the global master toy partner for the animated series. The toy line was formally unveiled at the 2016 US Toy Fair, with a global launch at mass and specialty retailers planned for Fall 2016.^[37][38]

The toy line was strategically developed to inspire aspirational action, transformation, and friendship, targeting girls aged 4 to 8. The collection featured included plush toys, fashion dolls, and the Miraculous Ladybug toy line. Bandai expressed great enthusiasm in leading the development of a "new action doll market for girls," driven by the success of the series, which premiered on Nickelodeon USA in December 2015.^[38]

In the collectibles segment, ZAG Play, a division of ZAG, is responsible for the Miraball surprise collectible line. ZAG Store also offers plush toys (Puppets) of characters such as Ladybug, Lady Wifi, and Evilustrator, as well as Kwami plush toys, including Tikki, Plagg, Nooroo, Fluff, Mullo, and Barkk.^[39][40][41]

The franchise has also expanded into tabletop and card games. The collectible card game Throwdown! was released in physical retail stores on August 17, 2016, followed by an online release on October 12, 2016.^[42][43] The board game Miraculous: Chasing Hawk Moth (French: Miraculous: À la poursuite de Papillon), developed by ZAG Educa, was released on February 14, 2018. Designed as a family game for 2 to 4 players aged 5 and up, it features an average playtime of approximately 15 minutes.^[44]

The product program quickly expanded to include several licensing partners: Rubie's (costumes), Accessory Innovations (bags and backpacks), H.E.R. (jewelry and hair accessories), Komar (sleepwear), Handcraft Manufacturing (underwear), and Franco Manufacturing (bed and bath linens).^[45]

In March 2020, the franchise consolidated its position as one of the five most sought-after brands by children in Italy, with a purchase intention exceeding 70%. A key milestone during this period was the appointment of Playmates Toys as the new global Master Toy, with Bandai acting as the official distributor in the Italian market. This European success paved the way for expansion into North America in February 2021, when ZAG and Playmates Toys detailed the launch of the first line of fashion dolls and collectibles designed to mirror the CGI aesthetic of the series.^[46][47][48]

In March 2021, ZAG announced a massive expansion of its presence in the North American market with the signing of new high-profile consumer partners. Licensees included Crayola (coloring books), Fast Forward (backpacks), Kid Designs (electronics), Komar Kids (pajamas) and Trends International (posters). In the apparel sector, the brand established partnerships with Bentex Apparel Group and InSpirit Designs, the latter being responsible for the costumes that became the number one selling item for girls in Spirit Halloween stores.^[49]

The franchise's line of printed publications and entertainment is vast and aimed at various age groups. In 2021, the franchise launched Miraculous-themed coloring and activity books, consisting of 32 pages full of games, puzzles, mazes, and other interactive challenges for children. This material was released through partnerships with Crayola (UK) and Bendon, with the Bendon editions also including collectible stickers of the series' characters.^[50][51]

In 2022, ZAG formalized a strategic partnership with the renowned German brand Playmobil. The agreement was expanded in January 2023 through a collaboration between ZAG Play and the Horst Brandstätter Group, with the agency WildBrain CPLG acting as intermediary. The central objective was the development of a diverse global line, launched in 2024, that adapted Ladybug, Cat Noir, allies, and villains to the iconic Playmobil aesthetic. The collection focuses on detailed scenarios that recreate Parisian environments and popular scenes from the series, promoting creativity through the German brand's unique play principle.^[52][53][54]

In January 2023, ZAG announced the creation of its own toy division, ZAG Play Toy, based in Frankfurt and led by Helena Perheentupa and James Nunziati. The division was established to develop innovative products that connect the narrative of the series to the physical and digital world. The inaugural line included Miraculous Miraball (collectible Kwami plush toys made of memory foam), the Kwami Mon Ami plush line, the Miraculous Secrets collectible card game (with thermochromic technology), and roleplay sets such as the T&S Paris Café Set and the Marinettes’ Atelier mini functional sewing machine.^[55] On March 2023, ZAG and Playmates Toys announced the film-inspired line, Ladybug & Cat Noir: The Movie. Highlights included the Marinette Collector Fashion Doll, dressed for the grand ball in a satin and tulle dress, and the Magic Heroez Transformation Dolls, dolls that use magic powder and water to reveal the character's transformation, chosen as one of the 25 best dolls of 2023 by the British Toy and Hobby Association. The collectible line was also updated to include the "Monarch Rings" and a Miracle Box case.^[56]

In June 2023, Playmates Toys and ZAG released the Miraculous Volkswagen e-Beetle, a vehicle inspired by the electric concept car that debuted in the film to promote sustainability values. The toy features butterfly doors, a sunroof, and capacity for two heroes and five kwamis.^[57] At the October 2023 Toy Fair, new pieces for 2024 based on the Miraculous World: Paris TV special were revealed, including dolls of Lady Ubiquity and the villains Shadybug and Claw Noir. Also presented were the Wedding Dreams Gift Set, inspired by season 5, and the expansion of the Magic Heroez line to include cat, dragon, and tiger transformations in 2024.^[58]

On January 2024, Playmates Toys announced the release of the Miraculous Ladybug Paris Heroez Playset, a 1.2-meter-tall (4-foot) replica of the Eiffel Tower equipped with a working elevator and zip line. Other new releases for the year included the Miraculous Hero Switch doll, which changes outfits at the push of a button, and the Ubiquity and Cosmobug characters.^[59] On September 2024, the newly formed Miraculous Corp. signed a pan-European agreement with the Simba Dickie Group to launch, in the first quarter of 2025, a line of bath products under the Glibbi brand, including Glibbi Slime that transforms water into a viscous substance, bath bombs, and temporary tattoos.^[60]

On October 2024, Miraculous Corp. announced an exclusive artistic collaboration with renowned French artist Richard Orlinski. This fusion of pop art and entertainment resulted in two meticulously crafted Ladybug figurines: one in monochromatic red and the other multicolored. A 1.5-meter sculpture was unveiled at the Hotel Plaza Athénée on October 8, 2024, while Plastoy released limited-edition 20.3 cm tall vinyl replicas for collectors.^[61]

On February 27, 2025, in celebration of the brand's tenth anniversary, Miraculous Corp and Playmates Toys revealed the limited edition 10th Anniversary Miraculous Ladybug collector doll. Standing 26.6 cm tall, the figure features a shimmering outfit, detachable cape, and includes the iconic yo-yo and the ancient grimoire book of the guardians. For 2025, the line was expanded with the Miraculous Ladybug Shake Surprise and the Miraculous Box Stack Shack Surprise.^[62] On November 12, 2025, Miraculous Corp announced Jazwares as its new exclusive global Master Toy partner. The agreement envisions a complete ecosystem of toys to support the new content planned, such as season 7 (2026) and the spin-off series Miraculous: Stellar Force (2027), with the first Jazwares line debuting in spring 2027. By the end of 2025, the brand was already generating over US$1.5 billion in global retail sales.^[63]

Playmates Toys has released costume and accessory sets for the main characters. The Ladybug set includes the mask, yo-yo, the Kwami Tikki, earrings, and a color-changing Akuma. The Cat Noir set contains the mask, the (toy) staff, the Kwami Plagg, and the ring. For the complete costume segment, the franchise partnered with Spirit Halloween, which released costumes of characters such as Ladybug, Cat Noir and Rena Rouge.^[64][65]

The American children's clothing brand ImagiKids has developed an extensive line of themed clothing featuring the characters from Miraculous. This line includes girls' shirts, skirts, pajamas, pajama sets, leggings, children's dresses, headbands, zip-up sweatshirts and graphic t-shirt & pants sets.^[66]

The franchise has also expanded its merchandising into the cosmetics and beauty category, with products licensed by Wyncor and Horizon Group USA. Cosmetic products include items such as nail polish, hair chalk, pompoms, lipstick and lip glosses. The lip gloss line features a color-changing effect and fruit flavors, each themed around a character from the franchise. Hair accessories, such as different brush models, have also been licensed. Notable kits include the Miraculous Ladybug Kids Makeup Set and the Miraculous 7pc Lip Gloss Set from Wyncor, as well as the Sport-on Beauty Makemover and Lip Balm Maker from Horizon Group USA.^[67]

The licensed product line has expanded to include everyday items and home decor. For the home, there are reversible children's bedding sets, a Cat Noir-themed coffee mug, and a personalized Marinette keepsake box (Miraculous Sweet Marinette Keepsake Box). In the school and beverage segment, the franchise offers rectangular lunchboxes, children's cups, sports tumblers with lids and straws and microfiber beach towels.^[68][69] ZAG Store has also launched the Marinette bag collection (backpack, shoulder bag, and small purse), in addition to Adrien Agreste School Bag (a reproduction inspired by the series) and macaron-shaped soaps.^[70][71][72]

ZAG Store has launched and specializes in the production and sale of high-quality replicas of the Miraculous, encompassing both their transformation forms and the camouflage versions used by the wearers in their daily lives. Within the ring line, the Cat Noir Transformation Ring and the Adrien Agreste Camouflage Ring are available. The earring collection offers replicas of Ladybug's stud earrings, as well as Marinette's Camouflage Earrings (available in stud and clip-on formats) and the camouflage version used by Adrien.^[73]

The necklace and brooch category features the Mouse Necklaces in their transformation and camouflage versions, the Dragon Necklaces representing Ryuko's transformation and Marinette or Kagami's camouflage, as well as the Fox Necklace in its camouflage state. In the antagonist and ally segment, the store offers the Hawk Moth Brooch and variants of the Peacock Brooch, including the camouflage used by Felix and the charged version. For bracelets and various accessories, the line includes the Carapace Transformation and Camouflage Bracelets, the Cobra Bracelet in Luka Couffaine's camouflage, and the Viperion Transformation version. Other notable items are the Purple Tigress Panjas Bracelet and the Goat Hair Clip in its camouflage form.^[73]

In March 2022, ZAG launched its first global quick-service restaurant promotion with Burger King. The campaign offered six collectible gifts in the King Jr. Meal combo, such as hero masks, Tikki and Plagg light-up figures, and Marinette and Adrien souvenir boxes.^[74] In July 2022, Ladybug and Cat Noir were the first licensed characters to appear on Great Value nonfat yogurt smoothies at Walmart (USA), in partnership with Schreiber Foods, the flavors focused on healthy snacks, such as Strawberry/Carrot/Beetroot and Orange/Mango/Carrot.^[75] In October 2022, the strategic partnership with Danone in Spain and Portugal covered the Actimel, Font Vella, and Natural Yogurt brands. The products were reformulated to meet the nutritional criteria of the World Health Organization (WHO), combating the excessive consumption of fats and sugars in children.^[76]

In April 2023, Kellogg's launched its first Strawberry Macaron-flavored cereal. The product uses colorful cereal pieces and white marshmallows to represent the Parisian aesthetic of the series.^[77] In June 2023, the European collaboration with Fresh Del Monte promoted the consumption of fresh fruit through personalized packaging and contests to win trips to Paris.^[78] In the same month, Wells Enterprises launched the first Miraculous water popsicle (facebar) in the US, with strawberry flavor and the shape of Ladybug's yo-yo.^[79]

On September 28, 2023, licensing was expanded globally through the SAI Group with the KANDIZ brand. The line included Crunchiz breakfast cereals, sugar-free fortified juices, gummies made with real fruit (Gummiz), and surprise eggs with premium toys. In December of the same year, the line was reinforced with the launch of puffed rice bars in chocolate and strawberry flavors, consolidating the strategy of combining entertainment and nutritious food in sustainable packaging.^[80]

On June 1, 2016, the French publisher Hachette Jeunesse, under the La Bibliothèque Rose collection, launched the Miraculous book series. The series consists primarily of novelized adaptations of episodes from the animated television series Miraculous: Tales of Ladybug & Cat Noir, retelling televised stories in prose format for young readers. In addition to the main adaptations, the franchise introduced a spin-off line of books featuring original stories, titled Aventures sur mesure (translated into English as Tailor-Made Adventures). Unlike the main series, these books present narratives written specifically for print, expanding the franchise's fictional universe beyond direct episode adaptations. The book series remains ongoing.^[81]

The French publisher Soleil Productions published the graphic novel series based on the animated series of same name, which features illustrated retellings of episodes from the animated series, with art by Minte and script adaptation by Jean-Christophe Derrien. The series included volumes focused on the origins of the heroes, such as Les Origines: Tome 1 (released on August 22, 2017) and Les Origines: Tome 2 (released on November 28, 2017), adapting the episodes "Ladybug & Cat Noir" and "Stoneheart," respectively.^[82][83]

In the United States, the comic book publisher Action Lab Comics, in partnership with ZAG Entertainment, launched the American comic and graphic novel series based on the franchise, Miraculous: Tales of Ladybug & Cat Noir, which was originally published from July 6, 2016 to April 8, 2020. These graphic novels consisted primarily of adaptations of episodes from the first and second seasons of the television series, rewritten for comic book format by Cheryl Black and Nicole D'Andria. This release marked the initial expansion of the franchise into the North American graphic novel market.^[84]

In America, the franchise has an American comic book series based on the animated series, known as Miraculous: Adventures of Ladybug & Cat Noir. Originally, Action Lab Comics planned to publish Miraculous Adventures as part of a series of four monthly comic books containing original stories, along with titles such as Tales of Ladybug and Tales of Cat Noir. However, due to the cancellation of the other three series, Miraculous Adventures became the only known comic book series to contain original stories and not just adaptations of existing episodes.^[85]

The series was published by Action Lab Comics in the United States. Production began in 2016, and the first volume was released on July 19, 2017. The series was canceled after the release of five volumes, although eight volumes had initially been planned.^[85][86]

As of 2021, Action Lab Comics lost the publishing rights in the US. In 2022, Mad Cave Studios took over the licensing, announcing plans to publish a new series of graphic novels starting in 2024.^[87] Strategically, in the initial development phase of the franchise in 2010, there were already plans for Univergroup to release 10 digital comic books for iPad and iPhone, written by Thomas Astruc.

Releases

In Italy, Panini launched the comic series Le Storie di Ladybug e Chat Noir. This collection is part of the "Il mio primo fumetto" editorial line, aimed at children around 7 years old. The creative team consists of illustrator Giulia Adragna and colorist Fabs Nocera. Started on April 26, 2018, the series consists of 8 volumes of 80 pages that chronologically adapt the arcs of the animation.^[96]

The first volume, "La magia dei Miraculous", focuses on the origins and villains. This was followed by the volumes "Caccia alle farfalle" (October 2018), "Eroi contro il male" (March 2019), "Cataclisma!" (July 2019) and "L'Unione fa la forza!" (October 2020). The collection continued with "Cuori in battagila" (March 2021) and "Super eroi a parigi" (September 2021), concluding with the eighth volume, "Amici e nemici", released on August 4, 2022.^{[97][98][99][100][101][102][103]}

In Japan, the franchise has a Japanese manga series based on the animated series, titled Miraculous: Tales of Ladybug & Cat Noir (ミラキュラス! レディバグ&シャノワール). Toei Animation acquired the Miraculous license in Japan to create the manga in October 2019.^[105] The manga is published by Kodansha and began serialization in Monthly Shōnen Sirius magazine. The first chapter was released on January 26, 2021, with the first tankōbon volume published on June 9, 2021.^[106] Serialization in Monthly Shōnen Sirius ended with Chapter 14, but a new series of chapters was announced to be released on a manga app in 2025.^[107]

The Miraculous franchise has already featured numerous adaptations for theatre and live musicals around the world. Its journey on stage began in 2016 with a pioneering musical adaptation in South Korea, later expanding to Latin America and Europe, culminating in large-scale productions and global tours.

The Miraculous franchise features an official discography consisting of soundtrack albums released for television specials and cinematic productions. Music has always played an important role in the identity of the series, particularly in special episodes and in its musical feature film.

The franchise's soundtrack discography began in December 2016 with the Christmas-themed album Miraculous Christmas Album, released by ZAG Records. The album includes songs and musical themes from the series' Christmas special and represents the first official music release within the Miraculous universe.^[135]

In 2023, the franchise significantly expanded its musical presence with the release of the animated musical film Ladybug & Cat Noir: The Movie. Two separate albums were released in connection with the film: the Original Soundtrack, featuring the songs performed in the movie, and the Score Album, which consists of the instrumental score. Both albums were released by ZAG, TF1 Musique and Muzeek One.^[136]

As of now, no complete official album compiling the instrumental soundtrack of the regular television series has been released, despite the large number of original compositions created throughout its seasons. Additional soundtrack releases may occur as the franchise continues to expand through films, specials, and new formats.

The Miraculous franchise has developed a robust and diverse lineup of mobile games available for iOS and Android, spanning multiple genres and gameplay mechanics.

The Miraculous franchise expanded into console and PC gaming with the release of action-adventure titles based on Miraculous: Tales of Ladybug & Cat Noir, featuring original stories set within the series' universe.

• Official website