Licensing Magazine january 2022 ENG by BM srl

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LICENSING | BRANDING | MEDIA&DIGITAL | PUBLISHING TRADE MAGAZINE

NEWS FROM TOYS

FASHION & LIFESTYLE TRENDS

THE LATEST MARKETING AND RETAIL TOPICS

Editorial

Dear reader Welcome to another new year that started in a tempestuous way but that promises the possibility of meeting once again at crucial industry events over the next few months. In our profession, being able to present oneself beyond the screen of a mobile phone or computer is essential to establish a good relationship, to present a project accurately and positively, and everything else that revolves around good business practices. To this end, Licensing Magazine has ensured its presence - in some cases exclusive - at top-level events for the international licensing, publishing, and entertainment industries over the coming months, starting with the Bologna Licensing Trade Fair/Kids and Bologna DIGITAL VERSION

Children’s Book Fair. The Bologna fair will take place as a live show from 21 to 24 March and our magazine will be the only one present as a Media Partner in the Licensing field. At the end of this magazine (page 80) you can discover all the events planned so far in 2022, and where we will have an in-depth presence as a Media Partner. In the meantime, Licensing Magazine continues its role of informing and updating industry players from all over the world on the latest news from the market, to support events that unfortunately had to abandon in-person shows for online versions, to

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produce exclusive and original content covering the latest market trends from the point of view of industry leaders, and provide practical guidelines for improving your business.

SOCIAL

So as always, happy reading! @LM_LicensingMag

Cristina Angelucci

@LMLicensingMag @Licensing Magazine PUBLISHER BM Srl

@lm_licensingmag

EDITOR-IN-CHIEF Cristina Angelucci GRAPHIC DESIGN Francesca Wolfler SPECIAL THANKS TO Rossella Arena, Alessandra Maccaferri, Andrea De Amicis, Matteo Melani, Lisa Hryniewicz, Hannah Melotto, The Insights Family PUBLISHING, ADVERTISING AND ADMINISTRATION BM Srl - Via Po, 14 - 10123 Torino, Italy Ph. +39 011 1921 1996 info@bm-eu.com www.bm-eu.com PRINTING Pixartprinting SpA, a Cimpress Company Via 1° Maggio, 8 - 30020 Quarto d’Altino VE, Italy The editorial staff has taken every care to obtain from copyright holders the authorization to publish the pictures in this issue. In any cases where this has not been possible, the editorial staff would like to make it known that they are available to eligible parties to settle any amounts that are owed.

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Contents

Entertainment

Fashion & Lifestyle 20

FASHION TRENDS A new optimism in the world of fashion

STREETWEAR The Rise of Streetwear: from niche clothing to central player of the youthful look

Publishing 48

News Cover story 6

WE TOGETHER / FASHION UK Fashion UK, big challenges in the future

Interview BLAUPUNKT The global expansion of Blaupunkt

TOYS Happy to play

KIDULT The growing appeal of “Kidult” Toys

Entertainment 40

News 12

BOLOGNA CHILDREN’S BOOK FAIR GRAND TOUR Children’s Books, from Bologna to the rest of the World

Trends 38

ABC News from the latest Animation Business Conference

MAURIZIO DISTEFANO LICENSING The agency that always selects successful IP’s: a guarantee for licensees

CICABOOM Marvel Boomez 3D Card Game

SBABAM Exciting news from Sbabam for 2022

ASIAN ANIMATION News on asian animation at ATF Online +

Contents

Trends 52

CHARITY The power of the people

SAINT VALENTINE’S Gift ideas for Valentine’s Day

Retail 60

TECHNOLOGY Retail, all the potential of a store

THEME WOMAN Aid to women, the initiatives of retail companies

TRAVEL RETAIL The latest travel retail trends in the time of Covid

SOCIAL E-COMMERCE Online sales, all the benefits of social E-commerce

Marketing 72

Marketing 68

KINDNESS Kindness marketing, the human face of sales and advertising

LUXURY Luxury, news from a growing market

ADVERTISING Advertising and innovation, the potential of new video platforms

Trends 74

GENERATION Z Generation Z: what are the preferences of today’s young consumers

Trends 76

MUSIC & BRANDS Brand-extension in music, when artists become brands

THE INSIGHTS FAMILY An analysis into those who favour personalisation

Save the Date 80 62

WHAT’S NEXT The next events to follow

Cover Story

WE TOGETHER / FASHION UK

FASHION UK, BIG CHALLENGES IN THE FUTURE LM interviewed Francesco De Robertis, General Manager, Fashion UK for Italy, and Spain, to learn more about the Fashion UK’s developments and projects. LM has once again had the pleasure of interviewing Francesco De Robertis, General Manager Fashion UK, Italy, and Spain, to get updates on the latest projects developed by the leading European fastfashion group.

Francesco De Robertis

We first interviewed you last August, and you have been very busy in the meantime. Can you tell us some of the results that you have enjoyed over the last few months? Yes, we have all worked hard, from Fashion UK to Fashion UK Italy, to build something for the future. Right now, we have been enthusiastically building the base for in-person networking. We want to extend this all over Europe because we

have a lot of trust in our current team: this is how we created Fashion UK Italy, a separate company from Fashion UK Germany and Fashion UK England. There are more than 30 people working in the Italian office. The creation of the company has been a bit complicated and quite long, but we are establishing a foundation for our future leadership role, as we believe we will become the leader of the Spanish and English markets. As you say, these are separate companies, but they are all within the same big family that is Fashion UK. How does the relationship between Fashion UK and the different territories and European offices work?

Cover Story

This subject is really interesting. Since the beginning, Fashion UK has felt like a big family working all over Europe. Because of what is happening in the world, we haven’t been able to travel so much, so we have weekly video calls and meetings with all the country managers where everybody speaks about each market. Everybody shares his daily experience with colleagues

and all the other executives involved. So, it’s a very big experience for us, it’s something that has taught us to sit down with our customers. For all of Europe, not only our own markets countries, it has an added value. And in terms of licensing, we know that Fashion UK is a leader in the fashion

category, so tell us about your recent acquisitions in Europe. The biggest one is Netflix’ Squid Game. We are currently closing an agreement to work with this new tv series exclusively all over Europe. The second one is from the world of manga, Jujutsu Kaisen, another phenomenon known almost all over the world. We are very happy and proud to

Cover Story

work with these properties. As an expert in the sector, can you tell us which are the latest trends to follow, or which ones you are following in particular? I am referring to the trends that are important in Europe nowadays: videogames, manga and anime, TV series… Fashion UK has two leading genres. The first one is TV series, and the second one is video gaming. Of course, we are also in the market of preschool animation and TV series for children 0-6, but we are really committed to gaming and Netflix TV series for an adult target. Another interesting category is manga, something that everybody is speaking about all over the world. We believe in this category deeply and are just about to buy something interesting, similar to Jujutsu Kaisen, which I personally think will be very strong in the future. Another big challenge that we talked about last August was in retail and its digital development. I know that this is something that you have established in the Italian market, and that the main goal was to export a model that could work throughout Europe under the Fashion UK umbrella. Can you tell me more about these projects and their development? Fashion UK continues working on the

challenge of communication with its customers. The biggest challenge we have in the market to communicate effectively with final customers and wholesale distributors. Today the best way to communicate is digitally, and from this point of view, we want to be ahead of other players. We started in Italy as a test market, with an app and a website where licensors get invited to open a window of

communication with distributors and final customers. So, in our home territory our partners will be speaking with final customers, and we will share that information every week. The dream is to share this system all over Europe going forward. If the initiative works well in Italy, I think that in less than a year, we will once again be sitting here discussing a worldwide phenomenon.

About Fashion UK Fashion UK is an established licensed merchandise company, set up to supply multi-products across multi territories. Based in Leicester, UK, it has core staff of 40 still retains that essential buzz to maintain speed to market, and a strong sense of affiliation to the actual product. With 20 years of experience in the licensing industry, they have considerable knowledge and contacts within the licensing arena, which enables them to stay at the forefront of the licensing industry. With a modest start, many years ago, targeting retro brands onto ladies fashion tops, Fashion UK, now boasts about 50 different licenses, across various different market segments. Being apparel specialists in the main, they now cover boys, girls, ladies, and menswear, from socks, underwear, nightwear, and a full range of outerwear. In addition to apparel, they work with complementary products such as fashion gifting that covers an array of goods from jewelry, travel accessories to fashion bags. They boast a unique setup with their in-house UK print facility, to cover short orders that can cater to demand across Europe and beyond. Truly a unique company, that has the corporate structure to cover cross-category products, across Europe, while maintaining the benefits of a small company, that cares about service to the end consumer, by focussing on product design, quality, and speed to the market.

NETWORKING, TRENDS AND NEW PRODUCTS

This awaits you: • An extensive lecture program with Toy Business Forum and LicenseTalks • Direct contact with exhibitors including appointment setting functions and audio-video calls • Networking with industry participants • An overview of special topics such as Toys go Green, StartupArea, etc.

digital.spielwarenmesse.de

Interview

BLAUPUNKT

The global expansion of Blaupunkt Blaupunkt is a German technology brand that continues to expand its global awareness, for the quality standards it represents. LM interviewed Andrzej Cebrat, Managing Director at GIP Development SARL / Blaupunkt to learn more about the next licensing plans of the company. Andrzej Cebrat, Managing Director at GIP Development SARL / Blaupunkt to learn more about their Brand Licensing strategy.

Andrzej Cebrat For almost a century, Blaupunkt and its blue dot symbol have been synonymous of the German technology, innovation, and quality. Given Blaupunkt’s history of product lines, one might think that the brand would only apply to automobile or audio products. Nothing could be further from the truth, as the same quality and care that have maintained the brand awareness throughout the decades are now reflected in a comprehensive program called the Blaupunkt Global Brand Community. LM interviewed

Could you tell us how Blaupunkt is born, and what is your brand licensing strategy? How your agency is structured? We are located in Luxembourg, not very far from Germany, the country of origin of the brand. The name Blaupunkt is in fact German, it means “the blue point”. The painted blue dot was the seal of quality, which had been affixed to the first products, the headphones, in the 1920s. Since then, they have had so many requests; the people said that they love the product with a blue dot. The company takes its name and origin from that first seal of quality. We are the global brand owner, in over 180 jurisdictions and in 25 different product and service classes. Regarding our structure, we do licensing directly, working with external individuals for networking and development. Most of our approach is done internally. We have internal divisions for portfolio management, reporting, marketing… We

started the licensing development more than 10 years ago, and we want to make it the most efficient in the industry using our own resources, our own expertise, our own team giving us the advantage that we are very efficient and fast to the market. Which are the other brands you own? We own the Blaupunkt brand portfolio, which is composed mainly on the block of the trademark. Within it, we have sub-brands like Velocity and TravelPilot, but we have verified that they perform better together with all the others in the trademark block. This has also been confirmed to us by our partners and licensees, who have stated that they have obtained greater time speed on the market in this way, achieving better higher price and profit margins than before not using or using non-famous brands. I want to emphasize that we are accepting only the right partners, this is one of the key successes of our brand perception.

Interview

Which is the right partner profile for you? The most important thing is that the partners themselves can understand where the advantages of brand licensing lie for them. For example, being able to achieve better profitability and market share, and having the possibility of expanding the portfolio with new goods or completely new product categories. We manage to find national or supranational champions, even if sometimes well hidden, who generate enough business. Our fundamental objective is to extend the visibility of the brand: therefore, the entire process of selecting the right partner is linked to the product category, the area of origin, and to the specificity of the partner itself.

What is the global reach of your business? We have more than 40 partners worldwide, representing different categories. And in some categories, we are covering the entire globe with different continents and partnerships, giving sole contract. So, there is only one partner for one product category, in every territory. There’s a global approach that we are developing starting from Europe, our core market. We are expanding to exotic markets such as Australia, China, India, Africa, South America, focusing on our core products. We would like to curate multiple categories: consumer electronics, household appliances, new technologies and digital gadgets. We provide our website, where our new licensees can present their Blaupunkt products. It is also the ideal approach from a licensing point of view. On Blaupunkt. com you can select the categories of interest, and it is always indicated which

product is available in a certain region or country. This service is free for all of our licensees and allows them to be instantly recognized as an official part of the Blaupunkt family. In terms of product categories, do you have any goal for this year? Naturally, Blaupunkt is very successful in consumer electronics, particularly in TV, home audio and portable audio, thanks to the origins of the brand. This category is profitable and developing for our partners in other regions, such as Europe, Australia or India. The TV market is large, and you need to differentiate yourself from the competitors. We have seen through case studies that the Blaupunkt brand, thanks to its quality and a base of very loyal end consumers, allows partners to differentiate themselves and profit. Over the past four years, we have seen an abnormal development of home appliances due to consumer confidence in the brand: for example, small utensils for the kitchen, but also beauty and care products. We therefore want to continue to cultivate the possibilities of this market, which is also very competitive, and where a slightly higher profit can be obtained. Our partners are also achieving much

better profitability. Have you developed throughout the years, or will you have any perspective in the next future, to partner with the kind of other categories and products? Thank you for that question, because we have found some big surprises, out of our categories. For our partners, this is something that was not initially accepted, but in contradiction, we found out that consumers have welcomed, in addition to kitchen appliances, home security products. Due to the excellent response of our consumers, we have also unexpectedly developed the fashion category. We have a very good database of historical graphics and pictures, which we are using for fashion collections, available in selected countries like the US, UK, Germany, on amazon.com. I want to remark that we are keen on licensing and learning from the experts, because for now we have organized ourselves. We are part of licensing industry, but we don’t use many licensing agencies. We are cooperating with some of them in very selected regions, and we have individuals, very good experts, working for us for networking and bringing self-developed projects.

News

MAURIZIO DISTEFANO LICENSING

THE AGENCY THAT ALWAYS SELECTS SUCCESSFUL IP’S: A GUARANTEE FOR LICENSEES The name of Maurizio Distefano The evolution of Licensing agency wasn’t chosen randomly by its founder, Maurizio Distefano. He and his partner Michela Marchese Patti like to affirm that the agency represents the real evolution of licensing, in a panorama that is more and more permeated by an excess of IP offers available for licensees and by phenomena that, touched for a moment the cutting edge, drift away. The scouting that the agency carries out all over the world, in search of a solid proposal for its clients, is aimed at selecting in advance the next successes of the Italian market, within the enhancement of the agency itself, which wants to present itself as a guarantee for those who turn to it. The recent history of the agency confirms this: the choice of Masha and Bear, which has become the most popular property among Italian children, and Bing, the most beloved character among children, count Maurizio Distefano Licensing as

the agency that has launched the most successful animated series in Italy. CoComelon, the #1 children’s YouTube channel in the world, owned by Moonbug Entertainment, is increasingly growing

its presence and viewership in Italy. The English YouTube channel currently has over 126 million subscribers, and in 2021, CoComelon content had over 436 million views in Italy across all CoComelon and Moonbug branded channels on YouTube. In addition to the content in English, the Italian YouTube channel for CoComelon launched in June 2021. CoComelon content is also available in Italy on Netflix, Vodafone TV and Mediaset Infinity. Soon, the animated series will also air on a terrestrial broadcaster. The show’s strength is its continuous content creation, which gives licensees plenty of material for their products. New content is uploaded onto YouTube every week, with protagonist JJ and his friends dancing,

News

singing and learning with new and popular nursery rhyme songs, which recount daily activities with enthusiasm, from bathing to bedtime, feeding and playing. Maurizio Distefano Licensing is the agent that has 3 of the strongest pre-school properties in the Italian market and this is not a coincidence. Proof of this is the recent acquisition in the portfolio of Bluey, produced by Ludo Studio and co-

commissioned by BBC Studios and ABC Children’s. It is an animated series that has won the hearts of kids and parents around the world since it first launched in Australia in October 2018 and has become a global hit: in Australia it was the #1 children’s TV series in 2020 and is the most watched series ever on ABC iview. In 2019 BBC Studios struck a global broadcast deal with Disney that has meant

Bluey is now airing in over 60 countries. In the UK, it was the most watched show on CBeebies last August and is also available on Disney+. In the US, it was the #1 mostwatched series for children ages 2-5 on Disney Junior and Disney Channel in Q2 2021. Maurizio Distefano Licensing became licensing agent for Bluey in September 2021, and the debut of Bluey on Rai Yoyo on 27 December 2021 once again confirms the success of their licensing strategy. Several agreements are being signed which guarantee the start of a successful licensing program for Bluey from 2022. This begins with the launch of the Moose Toys collection planned for March by distributor Giochi Preziosi. The series follows Bluey, a six-year-old Blue Heeler dog who loves to play and turn everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family, friends and community into her world of fun. Masha and the Bear, in addition to being by now a classic property of sure success always at the top in market research and on Rai YoYo and DeA Junior for ratings, continues to amaze with record numbers, reaching 100 billion views on YouTube. For the occasion, Animaccord Studio team has created a brand new special episode to express its appreciation to all viewers around the world, titled “We love you to 100 BILLION and back”, launched on

News

YouTube of “Bing’s Christmas and Other Stories”. Audiences enjoyed a collection of the most loved Bing episodes featuring fun and interactive games. While views and watch time hours continue to climb on the Bing Italian YouTube channel, episodes continue to air daily on Rai YoYo and DeA Junior. All 104 episodes are also available to stream on RaiPlay (where it consistently ranks in the top 10 and the new series is the most viewed content for children 4 to 7), TIMVision, Amazon Prime Video and most recently on Vodafone TV. Looking ahead beyond the screen, Bing will return to Leolandia in 2022 with a new mini show and brand-new activity trail, and in 2023, phase one of the firstever 9,500 sqm “World of Bing” themed area will open. the official YouTube channel of Masha and Bear. Many other contents are in the pipeline for 2022, such as season 5 with 26 more episodes available in 4K, and specials that are unreleased short films with specific themes: one will concern the wedding of one of the characters, the other will be about the Christmas season. Bing, the award-winning TV series by Acamar Films, made its radio debut in November as a guest on the Rai Radio Kids programme “Big Bang” hosted by Armando Traverso. Excited young listeners sent many messages to Bing after hearing him on-air and continue to listen to the episode on Rai Play Radio. Earlier in December, Bingsters and their grown-ups were treated to a live event premiere on

In Maurizio Distefano Licensing portfolio, there are also other well-known names

of successful animated series, such as ALVINN!!! And the Chipmunks, Gigantosaurus and Leo&Tig, and TV series in live-action such as Kids Vet Academy.

News

In addition, there are brands suitable for a more adult and life-style positioning, such as LIFE, Asterix, ISA (International Space Archives), La Gazzetta dello Sport and some of the most famous bands and musical artists in history, such as Motorhead, Backstreet Boys, Whitney Huston, David Bowie, The Police, Pink Floyd, and many others. A new entry is Corto Maltese, the famous comic strip character created by Hugo Pratt in 1967, protagonist of exciting stories and adventures around the world and subject of watercolours, black and white sketches and pages of graphic novels created by the skilful hand of the author, which, applied to Consumer Product, can characterize clothing and accessories giving them the unmistakable style of the sailor. On the other hand, a separate chapter concerns Charlotte M., the 14-yearold youtuber and creator, idol of the young and very young and influencer of reference for the new generations, who has just reached one million followers on Tik Tok and YouTube. On December 17, her fourth song was released on Spotify with music video on YouTube, where the girl made her debut in 2016 achieving immediate success. The single adds to the list of previous songs that deal with the most common teenage themes with spontaneity. It is precisely this lightness and naturalness that struck the audience, reaching millions of views. In addition to the songs, Charlotte demonstrates her

talent also through the publication of two books, “A summer at haunted college” (2020) and “An overseas love” (January 2021), published by Fabbri Editori. A third book published by Fabbri Editore is already scheduled to be launched in January 29, 2022, along with many other projects that are in the works for this year, such as a film, a TV series and the dubbing of an animated film. The rich proposal of Maurizio Distefano Licensing agency is carefully selected and offered to the clients in order for them to have a choice that ranges over several targets, where everyone can deepen what most interests a specific product. This also gives the possibility to range through different product categories and to give life to new licensing projects.

News

CICABOOM

MARVEL BOOMEZ 3D CARD GAME The collaboration between Cicaboom and Marvel continues, giving life to incredible new products: the Marvel Boomez. This new product represents a novelty in the field of collectibles: Marvel Boomez are in fact well-kept “toon pop” action figures and at the same time - thanks to the game cards and a 20-sided dice - an exciting and stimulating card game for all ages. an exciting one-to-one challenge or compete in a group of friends with the equally immediate and fun team game system”.

Cicaboom: Licensor EMEA and GAME INVENTOR With Marvel Boomez, a board game with an innovative and fun game system, Cicaboom reasserts its soul as a Game Inventor, as reconfirms its collaboration with the Marvel brand as its EMEA Regional Partner. In fact, the company had already launched the Marvel Wooblies magnetic spinning tops collection in 2020 and, the collection of super-soft superheroes: Marvel Puniz. Squishy Battle, for challenges to the last squish, in 2019. “The collaboration with Marvel in the production of the Boomez represents an additional step in our evolution as a company specialized in the creation of value-added toys” says Fulvio Fantino CEO of Cicaboom and creator of the collection. “Working with one of the leading entertainment companies that is able to create one of the most important crossmedia universes ever allows us to aim at a very broad target, upon which the brand exerts a very strong appeal.” The Marvel Boomez The Marvel Boomez are action figures depicting the most iconic Marvel superheroes in a super deformed style. Each character

is equipped with a 20-sided dice for real gamers and a card indicating the attack and defense values and special abilities; the card also becomes the playground on which to challenge friends without the need for additional support. As Elisabetta Insile, Creative Director of the company says, “In addition to collectability, enhanced by the presence of many special chromed, metallic, transparent and glow-in-thedark characters, the strength of Marvel Boomez lies precisely in the simplicity of activating the game: two characters and a dice to give life to

Spot waves of superheroes! The first two series, Wave 1 and Wave 2, have already achieved incredible success in the Italian, Spanish, French and German markets on newsstands, extra newsstands and online channels. With the release of the next collection, the company plans to consolidate the market share by increasing the penetration of the European and foreign market by adding some strategic countries for the internationalization of its business. Continuous investment in research and development “The design department at the moment is very dynamic because the results we have achieved have given us the opportunity to invest in new creative lines” concludes Fantino. “But above all the great success of the game system has made us understand that the Marvel Boomez universe will be able to expand into the digital world. To find out how we will do it you absolutely must stay tuned!”

News

SBABAM

EXCITING NEWS FROM SBABAM FOR 2022 Sbabam, a leading toy brand at a national and European level, continues its international growth with many new launches in 2022. and boys, it has identified and developed product lines that are easily identifiable and characterize the company. The girls’ line has been enriched with three main components.

Sbabam, a leading toy brand at a national and European level, continues its international growth with many new launches in 2022.

My Princess offers access to a magical world populated by the most beloved princesses. The products convey sweetness and elegance and are characterized by bright colors. New products include My Princess Lollypop, with very colorful dresses and My Princess Trendy Clip, with princesses wearing charming evening dresses. For those who love to cuddle and play with pets, Cerca Cuccia Pets - Mammy Surprise offers different breeds of cats and dogs available for “adoption.” Together with their puppies and kittens, the pets are ready to become part of the family, with an “adoption certificate” in each pet carrier.

Sbabam, a leading international brand in the Toy sector, has produced many colorful new products to keep kids playing and dreaming together through 2022! With a view to brand awareness and customization of products for girls

Kokoro, one of the most iconic and successful brands of the Sbabam collections, is comprised of sweet animals with a big and bright heart. Two new products from this year are Kokoro Baby Magic Color, magnificent animals to decorate and Kokoro Emotions with characters that express their feelings

towards other loving friends. One of the strongest lines for boys is Legend of Animals. The first release of this new series is Beast Gladiators, animals of the Savannah that transform into powerful robots. The Prehistoric Predators and Jurassic Predators collections will follow. Another significant line is the Dominators collection with animals in PVC and TPR. The first release features iconic wild horses, Prairie Fury. Beautiful, proud, and elegant, they accompany and share all the most significant moments in history. Eggy Birds is one of the latest toys from the Legend Eggs line, eggs with various declinations that have had great success in Italy and abroad. The eggs hatch to give birth to the characters in the collection, which grow up to 12 cm. And for their licensing lines, Sbabam will focus on the strongest collections such as Disney, Bing and Hello Kitty.

Fashion & Lifestyle

FASHION TRENDS

A NEW OPTIMISM IN THE WORLD OF FASHION By Rossella Arena The fashion sector does not stop in the face of difficulties, rather it carries on with hope. LM took part in the latest Pitti Immagine trade show to report on novelties and trends. Giulio Coniglio Shirt by Illustrabimbi learn more about their latest collections. At Pitti Bimbo, the Illustrabimbi brand founded in 2018 by Cinzia Grassi enchanted everyone by enabling young ones to wear their favorite fairy tales. Cinzia has always sought out particular materials: while attending the Bologna Children’s Book Fair, where one can see the best illustrations for children from all over the world, she was inspired to create The fashion industry has been one of the sectors most affected by the Covid-19 pandemic due to all the restrictions and lifestyle changes which have led to significant breakthroughs in purchasing habits. However, for the last two years the fashion industry has reacted with an optimistic vision of the circumstances, which varies between careful planning and a flexible approach, to a positive response to the current uncertainty. New collections were able to go ahead with a good level of sales achieved in the last year.

Nina & Olga blanket by Illustrabimbi

Nina & Olga dress by Illustrabimbi

At the beginning of 2022 the spread of the Omicron variant led to the postponement of international fashion events, while other salons such as the Pitti Immagine and Milan Fashion Week strengthened their safety measures. LM took part in Pitti Bimbo 94 and Pitti Uomo 101 (11 -13 January, Fortezza da Basso in Florence) to meet the participating companies and

them herself, with the help of established artists. From that moment Illustrabimbi started producing clothes, accessories, and furnishing accessories, with fabrics dedicated to the most beloved classic fairy tales (Pippi Longstocking, the Wizard of Oz ...), collaborating with various illustrators. She participated at Pitti, for the first time to exhibit the collection

Fashion & Lifestyle

CAD MODELLING

created with the author and illustrator Nicoletta Costa, Nic’s fabrics. Among the new products are two models of poplin shirts in two different patterns, together with t-shirts and sweatshirts, all strictly in GOTS certified organic cotton; a raincoat in SEAQUAL, a polyester fiber that contains 70% plastic recovered from the ocean and 30% of post-consumer plastic from terrestrial sources. Many new items in the collection have prints inspired by the adventures of the 2021 animated series Nina & Olga, born from the character Olga the Cloud co-produced by Enanimation and Mondo TV Producciones Canarias S.L., in collaboration with Rai Ragazzi. Nicoletta Costa was also the protagonist of an exclusive exhibition at the Strozzi Arena, to present the original tables of the volume “Nina & Olga: You are a Special Friend” (Mondadori - Children’s Books) to the public.

C’era una Volta is a brand created by two Italian girls, Emanuela and Paola, who have lived in Korea and China respectively for some time. It is an Italian brand, but each product is made in Shanghai in collaboration with refined local artisans. At Pitti Immagine Bimbo they presented the Fall Winter 2022 collection for children aged 2 to 14. The style is delicate, timeless, with a careful choice of colors and fabrics. Some finishes recall women’s high fashion, which is part of designer Emanuela background. For example, the high collar of the sweatshirts, the details of the outerwear, the blouses, the shirts made of very soft cotton muslin with a quilting effect that makes the garment vintage but at the same time very contemporary. There are some musthave pieces for the designers, such as the velvet formal dresses which evoke parties of the past, and also more daily items,

At the service of adult and children’s fashion, the Italian company Cad Modelling has been on the market for more than 40 years to provide solutions in fitting and controlling the quality of clothing. Sales Manager Laura Meli is ready for the challenges of 2022: “We are always looking for new partnerships with clothing manufacturers. Our customers include major Italian and foreign brands such as Gucci, the Inditex group, Prénatal ... We provide a reference for the quality control of clothes using anthropometric mannequins, which allow us to verify that the products comply with certain standards, especially in regard to the volume and measurements of the garment. At the beginning of 2022, we saw a great desire for companies to relaunch, and there is an air of purpose throughout the clothing market, with a great desire to do everything possible. As for our expansion abroad, the European parent companies of our customers often have the garments produced in the Far East (China, India, Bangladesh, Turkey) so we too tend to have contacts with these countries; but we have no limitations, we welcome all possibilities.”

C’era una volta

Shirt by C’era una volta

Fashion & Lifestyle

P.A.R.O.S.H. participated for the first time at Pitti Bimbo with its kids’ line launched in September 2021. The new FW22 Parosh Kids collection conveys a (mini) winter wrapped in shades of pink, where tulle clouds with micro ruffles wink at jacquard garments with floral designs and maxi bows. The coats are double-

Sweatshirt by C’era una volta

Coat by P.A.R.O.S.H.

such as the pence cropped deliberately very large, to make the collection practical for everyday life. The brand is currently in selected boutiques in Italy, UK, USA, Japan, Korea, China, and also has a very large clientele in North America. Spilow is a children’s clothing brand founded in 2016 by three mothers, designed and produced in Tbilisi, Georgia, for children 1-11. At Pitti Bimbo they presented the latest Colors of Joy collection. Using intense and joyful colors the creators wanted to convey all the immense energy that children exude, supporting them in their right to play and have a lot of fun, running, falling, and getting up without worrying too much. In fact their motto is “It’s ok to be naughty.” The collection includes items such as sweatshirts and caps, which lets boys transform into daring dragons and dinosaurs. Dinos and Dragons Collection by Spilow

Many of the brands present had a strong green and sustainable footprint. Infantium Victoria, founded in 2014 by Julia Gaydina and Dinie van den Heuvel, specializes in high-end organic and vegan fashion for children. At Pitti Bimbo it presented the limited edition Zero-Waste Dresses: refined dresses, perfect for Dress by Spilow checked and fringed; little shearling coats and overcoats in candy-colored faux fur are beautifully combined with cashmere sweaters and marine-style knitwear in anthracite or nude. Finally, everything is remixed with oversized hoodies, rolled-up jeans, and the timeless hand-embroidered sequins: each garment is a miniature version of mom’s wardrobe, perfect for every little rock princess.

Dress by P.A.R.O.S.H. parties and big events, all developed from recovered garments and using innovative cutting techniques that produce less than 1% fabric waste. The brand has also developed a board game that can be purchased online, Sew What?!, in which questions must be answered on the various aspects of sustainability. At Pitti in the Arena Strozzi there was a large installation of the game that visitors could play with. The soft garments of A Muffin in the Oven are sustainably designed in Italy

Fashion & Lifestyle

A Muffin in the Oven that of Mikro, a tender and curious mouse who wanders around the world, sharing his adventures and discovering the beauties of nature. Another brand distributed by Tatanatura is Celavi, the Danish brand and are produced in Peru. Ethical, organic and chic, they are made of TRU - Pima® Cotton, a hypoallergenic fabric completely free of harmful substances, which respects children’s skin and their need for delicacy. The brand was founded by Clelia and Alberto, a couple in business and in life. This organic and sustainable line was born from their experience as parents, and respects the Italian artisan tradition and the poetry of “handmade,” without forgetting the ethics of work. Their products pursue a “zero waste” philosophy. Additionally, over 70% of the team is made up of women and mothers who lovingly make rompers, bodysuits,

and sleeping bags for children all over the world. Tatanatura was also present to promote and publicize some of the best natural and organic products designed for children. In the industry for ten years, Tatanatura brought the sustainable brands that it produces and distributes to the show. Ecomikro is one of the company’s own labels, inspired by the inventiveness and passion for blankets of Mirko, son of the company’s owner, Serena. It is a collection of 80 x100 cm crib and pram covers made of GOTS certified organic cotton. Each blanket depicts a fairy tale, starting with A Muffin in the Oven

Dress by Infantium Victoria

Ecomikro by Tatanatura

Fashion & Lifestyle

realistic designs, as well as bright colors in practical and comfortable cuts that make children feel good at any time of the day. The Miniconf group presented their latest in licensed collections at the Pitti Bimbo trade show. For Sarabanda, there is the Fiat New 500 capsule collection, with comfortable and casual items including shirts and sweatpants. Ducati, on the other hand, after previously being a Sarabanda capsule, has become an independent license with a dedicated line, thanks to an agreement between Miniconf and the Ducati holding. The Ducati line features sporty and gritty garments for children aged 3 to 16, with colors ranging from classic black, grey and white to strong red and yellow. The new AutumnWinter 2022 collection of the Superga Kidswear brand, born in 2021 from the Walkiddy dedicated to the well-being of children who love to play outdoors even when it rains. For the FW 2022/2023 season it offers 100% waterproof natural rubber boots with a reflective strip on the heel, and waterproof garments with PU coating and a reflective strip on the front and back to ensure high visibility in the dark. Another much-loved brand is the German Walkiddy: with refined fabrics, patterns and models, the brand gives life to unique collections in GOTS certified organic cotton. The collection for FW 2022/2023 is characterized by lively and extremely

license agreement with the historic Italian footwear brand, is designed for boys and girls aged 3 to 14 and always develops in the three lines inaugurated in the previous collection: Icon, No Gender, and Sport. For the Icon line, the latest for the Autumn Winter season is the outerwear quilted jackets with double layer heat sealing. The No Gender line is characterized by iconic unisex garments with the original Superga logo. The novelties of this season are the new melange grey color and the tricot accessories that complete the look. The Sport line, on the other hand, is characterized by garments with linear, essential shapes and a sporty spirit, with

technical details inspired by the 70s. The GLSR brand, in constant search of the latest trend, is recognized as one of the most popular brands for girls who want to follow fashion! It is very popular on the web thanks to its influencers on Instagram and Tik Tok. At Pitti, this winter capsule collection made in collaboration with Morositas stands out. It includes college jackets, wool sweaters, and anoraks in shades of black, fuchsia and white, with the printed or embroidered graphics of the famous gummy candy. Among the collections seen at Pitti Uomo, two interesting novelties are

Fashion & Lifestyle

THE FW 22/23 FASHION TRENDS

worth mentioning. The Tooco brand first launched as beachwear: after four years of growing success it presented its first Fall-Winter collection in 2022. It is called First Peak and like the beachwear, it has ethnic influences, specifically inspired by the world of Nomads (in Turkey, the Balkans, Iran, Afghanistan, Pakistan and the Middle East) and to Kilim carpets, which they use for sleep or to pray. These rugs are made by finely interweaving warp and weft to produce a flat, lint-free surface. The whole collection is created with the Jacquard method, a particular technique that allows for the creation of more complex and elaborate designs in

On January 19th Informa Markets Fashion organized a digital session on Autumn/Winter 2022 and 2023 trends in collaboration with WGSN. They discussed key products and details, seasonal must-haves, and consumption drivers that buyers and sellers should look at next season. Many trends stem from the new normal in which we have found ourselves. Consumers now sees the home as a hub for work, health and play, and this has led to choosing fashion items to buy more carefully so that they are adaptable to this new lifestyle. Work fashion will suffer from the comfort gained at home, giving life to garments of quality and style, but above all comfort and flexibility for free time, events etc. The nostalgic style, which now echoes an academic and university look, continues to be popular while floral motifs and bohemian inspirations of the 70s will be back in fashion for women. Super-colorful garments will conquer the scene, with prints inspired by the world of art, or with handcrafted applications and handmade details. The need to go outdoors in contact with nature, as a reaction to the pandemic, has led to the growth in outdoor clothing. For women, there is a gardening trend derived from the increased relationship with their gardens or the surrounding nature. The move towards sustainability continues to grow for brands as well. Informa Markets also organizes live events, where you can have a shopping experience for all these new trends, while discovering others. The next ones will be in February, in Los Angeles and Miami. To find out more, visit the website www.findfashionevents.com.

the textile. The In the box brand, founded by Mario Pastorini and Carla Bottoni, showed its first licensed collection at Pitti, dedicated to the world of Peanuts. One of their distinctive features is the strong vintage influence. Materials are sourced from unused garments left in knitwear factories, while recycled cardboard is used for the packaging of socks, implementing the principles of upcycling. The graphics were also designed to be vintage, and the inspiration was taken directly from garments depicting the Peanuts of the 1950s-1960s. In this way cardigans and

sweaters typical of those years have been recreated, but with In the Box’ unique style. The project is aimed at a target of 40-50 year-olds, who can fully appreciate the beloved characters while wearing them on garments conceived in a contemporary way. The colors are classic and vivid, in an academic style: grey, forest green, blue, cream... The collection includes sweatshirts, sweaters, socks and caps. At Pitti it met with great success, receiving interest from buyers also for premium stores, and not just in the sports sector.

Fashion & Lifestyle

STREETWEAR

The Rise of Streetwear: from niche clothing to central player of the youthful look By Matteo Melani With a turnover of approximately 185 billion dollars and a 10% share of the apparel market, streetwear represents a fashion sector destined to grow in the coming years. Several brands offering casual clothing and accessories are seeing increases in sales and prominence around the world.

With a turnover of approximately 185 billion dollars and a 10% share of the apparel market, streetwear represents a fashion sector destined to grow in the coming years. Several brands offering casual clothing and accessories are seeing increases in sales and prominence around the world. One example is Nike, which with its

Air Max and Air Zoom shoes remains a dominant brand among young people and young adults. But as the industry has grown, luxury brands have also started producing sportswear, such as Missoni’s Supreme brand which has created a clothing line (jackets, sweaters, polo shirts) and a collection of objects for the home: proof that streetwear is not just a way of dressing, but a philosophy of life.

The sport-casual style has its roots in the Eighties hip-hop scene, reaching its turning point in the Nineties, when NBA championship teams attracted attention from all over the world. Today stars from the worlds of sport and music are the leading spokespeople of streetwear; and even children love it too. At Pitti Bimbo, Mauna Kea, a brand based in Florence and owned by Coolfarm since 2014, made its debut in streetwear with a collection of t-shirts with nature-themed designs. From revivals of past styles to innovations in the present, streetwear represents a slice of the market that attracts young people of all age groups.

THE POTENTIAL OF THE MARKET Today streetwear is a booming fashion sector which has prompted several brands to create new clothing items. The secret of streetwear success is in its versatility. A casual item of clothing (sweatshirt, t-shirt, shorts) is comfortable and can be used in everyday life even if you are not a fashion

Fashion & Lifestyle

enthusiast. Accessories (backpacks, lunch boxes, totes) are ideal for both school and other activities. But who are the streetwear buyers? Streetwear enthusiasts be found among Millenials and Generation Z, both by age and by socio-economic status. According to a PWC survey, over 60% of consumers interviewed are under the age of 25 are willing to spend $100 to $300 on a single item of their favourite brands. Worldwide, Asian consumers are the biggest spenders, with 32% of Japanese respondents shelling out an average of

(65%) than influencers (32%). This is a trend that applies to all markets around the world, so much so that for the launch of its streetwear collection, Benetton hired rapper Ghali as a spokesperson and Adidas hired British rapper Stormzy to launch some shoes. As for the retail trade, commercial companies focus on essentiality and innovation to promote its streetwear products in its stores. Two examples are Footlocker, which has always kept the same design within its stores, and Champion which has single-

brand stores throughout Italy furnished in the same style. Game7Athletic and JD Sport on the other hand focus on quality lighting and exhibitions with promotional videos in their displays. For example, you can see the illuminated Nike logo next to an Air Max shoe display, or footage from an NBA tank top ad – showing that in every case the product is the star of the display. $500 per product. As for advertising, social media is their main source of influence (84%), followed by other platforms such as websites and television, figures that speak to the innovative trait of streetwear in terms of range of products, buyers and information.

THE STRATEGIES OF RETAILER BRANDS But how can new buyers be attracted? First of all, by focusing on social media with compelling campaigns (both video and graphics) and by involving music stars. Indeed, successful brands have strong ties to the sub-cultures where streetwear has developed, and musicians have greater credibility among consumers

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TOYS

Happy to play By Rossella Arena The toy industry continues to thrive, strongly motivated by constant consumer demands. Here are the latest proposals and novelties from valid companies in the sector. The toy sector continues its happy expansion, meeting a constant demand from consumers. Companies are motivated to increase their work, trying to continuously improve and innovate their products. Traditional toys always take on a new look, becoming trendy because they are inspired by successful IPs, and more interactive, and enriching themselves with digital tools such as AR and NTF. The challenging historical period that is being experienced also pushes the Toy sector to give importance to sustainability, and to take particular care of educational or social games.

“Our strategy is to lead a refined, strong licensing program with companies that can help create a captivating universe for children and their fairies,” said Meagan Renner of Striker Entertainment. The focus of the program will first target publishing, home décor, health and beauty, and party goods.

Gogobus toy line

Moose Toys has several releases related to the Bluey property. Among these, from January 2022, the Bluey garbage truck is available. The playset comes with two containers and the action figures of Bluey and a bin man. Children can pull the lever on the side of the vehicle to empty the bins in the back of the truck. They can also lift the tailgate of the truck and store the bins inside. From July 2022 there will also be Dance & Play Bluey plush, which has three different activities: talking, singing and dancing. This Bluey utters more than 55 sentences, including her recurring phrases like “I know a game we can play”. She can even stand on one leg and dance wildly! She also sings four songs and plays three different games, including “Statues”, using a keyword that makes everyone freeze in place. In partnership with Silvergate Media, Moose will release a range of vehicles, characters, plush toys and playsets based on the popular IP Octonauts and its latest new series, Octonauts: Above

GOGOBUS debuts in Israel Octopod Action Playset by Moose Toys Here are the latest proposals from some valuable companies. Got2Glow Fairy FinderTM by WowWee is one of the most highly desired toys and gifts of the moment. It offers children the chance to find and capture over 100 virtual fairies in three magical electronic jars. The gaming experience is interactive, with many spells that include technological prowess for long-term involvement. The consumer response has been so overwhelming that WowWee has appointed Striker Entertainment as their agency to globally curate a strategic licensing program for Got2Glow Fairy Finder.

Winsing’s popular IP, the GOGOBUS series will be launched on major TV broadcasters and VOD platforms in Israel starting in early 2022. At the same time, the toy line, featuring action figures, robots and toy cars, will also arrive in Israel. Last year the GOGOBUS transformer robot playsets have achieved great success in Indonesia. In 2022, two new transforming series and 6-in-1 robot will be on the Indonesian market in conjunction with the program distribution. In addition, GOGOBUS toys have expanded into e-commerce in the United States, and are currently widely spread across 15 countries and regions, including South Korea, Russia, Indonesia, North America, gaining high popularity. Winsing Animation will present brand-new seasons of GOGOBUS in 2022 and will dedicate itself to building more YouTube channels in different languages, to create a matrix of multilingual channels, accelerating new steps in the global market for the property, including for the toy sector.

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on behalf of LINE FRIENDS and by Big Picture Licensing representing PMI. Brawl Stars fans can expect to see the new collection hit the market from the summer of 2022. The range will launch in EMEA, as well as North America, Japan, Hong Kong and Singapore, and will be a key addition to the brand’s existing licensing program. For LINE FRIENDS, WildBrain CPLG will represent Brawl Stars in UK, Ireland, France, Germany, Italy, Iberia, Benelux, Nordics, CEE, Greece, Turkey, Russia, Belarus and Ukraine.

& Beyond, for a preschool target. The first advances concern two playsets: the Octoray Transforming Headquarters Playset, dedicated to the Octoray mean of transport, which is transformed into the Headquarters; the Octopod Action Playset, which reproduces the command center of the world of the TV series, present in each episode. Moose will continue Octo-fun by expanding the line to include new characters, vehicles and more at the end of 2022. PMI, one of the leading toy manufacturers and distributors, in an agreement with Supercell, makers of the world-famous Brawl Stars brand, and LINE FRIENDS, Brawl Stars’ global licensing partner for consumer products, will release a highly detailed and multi-territorial Brawl Stars

Numberblocks MathLink® Cubes 1-10 Activity Set by Hand2mind

Switcheroo Coding Crew Resources

by Learning

toy line, that will include collectibles, action figures, soft toys, and more. The deal was brokered by WildBrain CPLG

Hand2mind for 2022 focuses on IP Numberblocks. Among related products, the MathLink® Cubes 1-10 activity set is already available. The funny characters of the TV series bring mathematics learning to life! The Numberblocks are the cute protagonists of the awardwinning Cbeebies/BBC series. Kids use special edition MathLink® Cubes number blocks to build their characters, thus understanding how to use numbers. The little ones have 30 different types of activities available, which closely follow the episodes of seasons 1-3 of the series. Many other products are planned for 2022, from activity sets to plush toys. Learning Resources will release Switcheroo Coding Crew, suitable for ages 4 and up, in the fall of 2022. It is a set to practice STEM skills such as early coding and critical thinking, while organizing fun interactive rescue missions! The set allows you to assemble 9 puzzle cards into a city map, draw coding-themed challenge cards, and explore the unique lights, sounds and features of each included vehicle.

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Matteo Fabbrini

The birth of FABA SRL After inventing licensed USB sticks, Maikii continues to innovate: thanks to the success of the storyteller FABA,

Bedrock Collectibles is a Canadian producer of licensed premium statues for pop culture brands, dedicated to serious collectors. With over 5 years of industry

a dedicated company is born in January 2022, FABA SRL. The FABA storyteller is already in the hands of 50,000 families in Italy, who use it daily: introduced in the national panorama of educational products for children in 2019, it was then presented to the French market in 2020. It immediately met the favor of the public: loved by children, because it is creative, fun and varied thanks to the numerous Sound Characters that are part of the collection, it is at the same time highly appreciated by parents for its strong educational content and for being a valid alternative that keeps children away from screens. “The spin-off represents a decision shared by all the company Management: thanks to its identity, FABA will be able to communicate more directly and naturally the values and philosophy that have always characterized the Brand”

experience, Bedrock collaborates with top artists from around the world to create memorable figures. In early 2022 Bedrock Collectibles realized its first 1/6 scale

Bedrock Collectibles’ team with Richard Comely

declares Matteo Fabbrini, Maikii Founder & CEO. FABA SRL will count 10 employees with a female presence of 60%: the program is to triple its workforce by 2023. The turnover is growing exponentially from € 200,000 in 2019 to € 2,000,000 in 2021, intending to double in 2022. In recent weeks, FABA has been admitted to the EduTech accelerator promoted by CDP and H-Farm. The project represents a path to support the growth of startups and entrepreneurs who want to transform the education sector by making it more accessible and fair. There are 8 startups national and international - which will be accompanied on a 4-month acceleration path followed by 4 months of support for commercial development and fundraising.

statue, which depicts Captain Canuck, the iconic Canadian superhero created by Richard Comely and launched in an independent comic in 1975. The character regained popularity when in recent years licensor Lev Gleason, Canada’s largest comic book publisher, has reintroduced it to a new generation of fans through his critically acclaimed comic series. This statue is a must-have for any Canuck fan, as it is a limited edition with only 150 pieces. A more exclusive version was created for the 45th anniversary, available in 45 pieces featuring the creator’s original signature on the base. Bedrock Collectibles is also implementing its statues with digital assets and experiences

Astro-Buddy by Celestial Buddies

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Back to school Daniel Tiger by JAAKS Pacific interactive sensory toys for children, that can be hand-held, or suspended above a crib or stroller. They contain a crispy, crinkly material inside, whose sound and feel will delight babies, as well as a squeaker and a rattle. The teething ring at the top can double as a hook to hang the toy. The newest member of the Celestial Buddies galactic gang will be Astro-Buddy, a wonderful companion for children starting their explorations of space, with a detachable backpack that can hold all the essentials needed to make the imaginary spacewalk a success.

Moon, Sun and Earth by Celestial Buddies such as NFT and Augmented Reality (AR), to also place them in the world of digital collectibles. By adopting a collector mindset and a technology focus, Bedrock intends not only to bring added value to consumers, but also to offer creative ways to generate additional licensing revenue streams, for the benefit of licensors.

Daniel Tiger - Playset by JAAKS Pacific

Celestial Buddies is the creator of “Little Earth”, the toy that Elon Musk sent during the Crew Dragon 1 mission to the International Space Station in 2019 as a “super hi-tech Zero-G indicator”. In 2022, three new space-themed toys especially for babies will debut. They include Sun, Earth and Moon “Crunch Bunch”,

The JAAKS Pacific company has several novelties dedicated to the Daniel Tiger property, designed for a preschool audience. First of all, several soft toys, such as Back to School Daniel Tiger (Amazon exclusive), a beautiful plush of about 30 cm, with a back-to-school-theme. Daniel Tiger, the well-known character from the Emmy® Award-winning series Daniel Tiger’s Neighborhood, wears his signature red sweater with matching red shoes. He also has a detachable yellow backpack and comes with his Tigey, which fits into the backpack. Children can press Daniel’s hand to activate sounds, phrases and songs. Recommended for ages 2 and up, it will be available from winter 2022. Already in autumn 2022, the 10th anniversary plush and the Ugga Mugga Daniel Tiger model, a plush that moves and hugs the child, will be released. It also says 10 words and phrases that children and families will recognize from the show, such as “Hello Neighbor”, “Thanks for helping me be calm” and “Ugga Mugga”, the show’s signature expression, which means “I love you”. Also exclusively Amazon and

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The Peppa Pig School by Hasbro available from spring 2022, the playset by Daniel Tiger. Children can set up the Trolly track with stops and landmarks such as the Clock and the Castle. The set includes a playmat, a trolley, Daniel Tiger and Prince Wednesday action figures, plus 4 nap-fit track pieces, 4 stop signs and landmarks. Hasbro as always has several new features for its young customers. Like the brand new playset dedicated to Disney Princesses: a 122 cm high palace on three floors, with 6 rooms and 29 accessories such as teapots, mirrors, combs and much more. The Castle of Dreams is full of special effects, such as the window on the top floor that lights up and shows fireworks, while a melody plays in the

Spidey - Playset Webquarters by Hasbro

background. The Peppa Pig School toy playset allows children aged 3 and over to imagine spending a whole day at school with their favorite Peppa Pig. Thanks to this set that faithfully reproduces the building that appears in the animated series, children will be even happier to embark on their learning path at school! In the Peppa Pig School, there is a bell that is ready to be played by the child by pulling a small lever downwards, while with another lever it is even possible to change the lessons that appear on the blackboard. Then identifying with the friends and companions of little Peppa will be very easy thanks to the stage in the playset, where all the characters of the beloved series can be paraded. The Peppa Pig School includes three characters, lots of accessories and plays true sounds and noises to create lots of new stories and adventures in school. All the little fans of the team of masked heroes PJ Masks are ready to take off thanks to the new playset that faithfully reproduces the Super Pajamas Headquarters. As you can see in the hit animated series, the meeting place of superheroes is both a powerful rocket to face interstellar flights and the ideal headquarters to create many new

Playset Disney Princesses by Hasbro businesses. When closed, the playset is the vehicle ready to launch into space, when open, it becomes the action-packed headquarters with a vehicle launcher and a console from which to manage all the nightly endeavors of the PJ Masks. The playset includes a Catboy action figure and the Cat-mobile vehicle, which can be inserted into the rocket when closed and easily stowed away to keep the bedroom tidy. Spidey and his fantastic friends are

Playset PJ Masks by Hasbro

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Mario Pipe Kart by Carrera Toys

Mario Kart quad- Yoshi and Mario by Carrera Toys here! The Webquarters playset shows all its enthusiasm: lights and sounds are in turmoil, and the reproductions of superhero vehicles move quickly between the different secret places of the

the series of radio-controlled vehicles “Ready to Run” that celebrates the most famous plumber in the world and his friends: Super Mario, Peach, Yoshi and Luigi drive karts, scooters, quads and Puppets by Snorfler

Mario Kart quad - Peach by Carrera Toys headquarters and his team. The character, included in the box, is inspired by the Marvel animated series, and it is only with his friends that he becomes stronger than ever. But sometimes even the best team needs a hand and that’s why Spidey, Ghost-Spider and Miles Morales can count on Ms. Marvel, Black Panther and even the Hulk! There many other collectibles characters to play with friends, share a thousand fantastic adventures and get ready for fun. Carrera RC Nintendo by Carrera Toys is

many more other vehicles, all ready to battle not only on the road, but also in the sky. The 2.4 GHz proportional digital radio control and the supply of powerful batteries guarantee 20 minutes of incredible performance. Young drivers will feel like entering the magical world of Nintendo video games, exploring the surrounding reality while driving one-ofa-kind vehicles, challenging each other on breathtaking courses on land and air. And for the most hardcore Mario Kart fans, Carrera has thought of mini-collectible RCs: jewels of technology, rechargeable in just 20 minutes. Snorfler is a handmade puppet, accompanied by a motivating notebook,

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Memory Master Card Game Peanuts by Aquarius

The 131-piece Grinch Wood Puzzle by Aquarius in which parents can score Snorfler points, to reward the positive actions of their children. For example, you can get 3 points for making the bed, or completing reading charts. Younger children can also use notebooks in other ways to collect Snorfler points, such as a sketch

millions of people. For each Snorfler or Baby Snorfler purchased, 75 or 50 gallons of clean water are donated. Aquarius has released its innovative range of licensed products and platform games for 2022. There are many new licenses launched on the European market for the first time, including Dr. Seuss, Peanuts, and specially licensed products for Halloween and Christmas. These join the range along with old classics for both the Kidult and family markets, such as Friends, Harry Potter, Garfield and SpongeBob SquarePants. The innovative Seuss-The Grinch line, inspired by the bestselling book How

1000 piece Grinch Puzzle by Aquarius pad or journal. To make its products, the company of the same name collaborates with other sustainable companies, which are part of the World Fair Trade Organization (WFTO). For Snorfler it is very important to contribute on a social level: it has forged a strong bond with the Water For People association, which has been working for over thirty years for the well-being of communities and to help

SpongeBob Holidays Playing Cards by Aquarius

the Grinch Stole Christmas!, is fun for the whole family. Friends and family are invited to visit the residents of Whoville and the holiday’s most beloved villain as they compose this 1000 piece puzzle that will keep them happy even long after the Grinchmas is over. All Aquarius puzzles use a precision cutting technique so that the pieces fit perfectly together, and highquality paper. The 131-piece Wood Puzzle features Max’s innocent furry face and the Grinch’s wickedly sour smile. The Grinch Shaped Playing Cards deck, complete with 54 cards, including two jokers, will turn Christmas into the Grinchmas! Players can test their memory with the Grinch Memory Master game and be amazed at how much they remember... or forget! The Peanuts, Charles M. Schulz’s infamous comic strip, lives on through Aquarius’s innovative collection of licensed puzzles and games. Friends and family can collect,

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Grinch Memory Master Game by Aquarius

Beetlejuice Card Scramble by Aquarius match out and strategize while enjoying the journey across the Peanuts moviethemed board with the ingenious Around

The Diamond board game. With Memory Master Card Game, players can test their memory with the Peanuts gang as they match images and compete in a memory battle. Family Bingo includes 18 bingo cards, the reinterpretation of a classic game, which helps children develop their recognition skills, the association of objects and letters and concentration. With Cast Playing Cards players can distribute a handful of happiness with Snoopy, Charlie Brown, Lucy and the rest of the cast; characterized by unique themed graphics, it has many cards all different from each other. The Cast 500 Piece Jigsaw Puzzle, featuring Snoopy, Charlie Brown, Woodstock, and the entire Peanuts gang, is a perfect gift for all ages and is finished to the same high quality as all Aquarius puzzles. The 1000 piece Slim Jigsaw puzzle is perfect for gifting and playtime nights and depicts the famous

Peanuts wall once completed. Aquarius also offers products through its licensed brands in special editions for Halloween and Christmas. The party collection includes Charlie Brown Great Pumpkin, a 300 piece puzzle housed in a box that resembles a VHS. This Peanuts-inspired Halloween puzzle will be the perfect fall entertainment. With SpongeBob Holidays Playing Cards you can play a variety of classic card games, diving into Bikini Bottom and joining SpongeBob, Patrick and the whole gang. Each card has its own SpongeBob Holidays-themed design. Friends and family are invited to travel to the North Pole and visit the lovable classic, Rudolph the Red Nosed Reindeer, together creating the 1000 piece puzzle. The fun board game Beetlejuice Card Scramble is filled with images from the iconic film. It comes complete with a

Peanuts Family Bingo by Aquarius

JAZWARES HAS A NEW SALES OFFICE IN PARIS Jazwares, a world leader in toys and licensing, has opened a new France office in Paris, as part of its global expansion plans. The Paris location adds to the existing group of European offices in the UK, Germany and Holland and reflects the company’s current growth momentum. The Paris office will have local sales staff to support the growing business in France and will be led by the new Sales Director Vincent Vandamme. With over 25 years of experience, at the service of the most important customers and channels in France, Vincent offers extensive experience and in-depth knowledge of the local French toy market. Jonny Taylor, senior vice president for Europe, said: “We have meaningful direct-to-retail operations in the UK, Ireland, Germany, Switzerland, Austria and the Benelux region. France is a critical corporate market in Europe and we are thrilled to have Vincent onboard to lead the business. We now have the right commercial team and product ranges to drive exciting growth within the region”. Vincent Vandamme

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game board, three gameplay options, four character pieces, 32 action cards, 96 space cards and 80 scoring pieces. With the Charlie Brown Christmas Family Bingo 18-card set, adults can enjoy the nostalgia of special Peanuts holiday comics, while children develop vital skills of recognition and focus. Memories will be put to the test with the Elf Memory Master Card Game, thanks to the cards featuring artwork inspired by the blockbuster film and the magic of the holidays.

Peanuts Around The Diamond by Aquarius

TCG Toys is also expanding its collection of puzzles and games for 2022. Among its expected presentations, there is a range

of new products with iconic photos from the famed LIFE magazine. “It’s the best line we’ve ever brought to market,” said Michael Albert, founder and CEO of TCG Toys. “The team has assembled an innovative collection of puzzles, games and toys that are sure to engage children and families today.” More than 10 million photographs from LIFE’s vast library will come to life in a delightful line of premium quality puzzles and games. The stunning offering includes 300, 500 and 1000 piece puzzles, featuring legendary images from LIFE Magazine, including some by Marilyn Monroe. In addition to the new puzzles, TCG Toys introduces the Who?

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Miraculous Yo-Yo by TCG Toys What? Where? When? Why? Game of LIFE that will challenge trivia buffs with over 2500 unique questions. Another novelty for 2022 is What’s the Meaning of LIFE, a fast-paced action game of wit, humor and captioning. Available from August 2022, suitable for ages 8 and up. Miraculous Spots On Game is inspired by ZAG’s most popular TV series, Miraculous: Tales of Ladybug & Cat Noir. Players must travel from Mission disc to Mission disc to

A world of wonders in the Tiny Tina’s Wonderlands Specialty Crate! To celebrate the release of Tiny Tina’s Wonderlands, Gearbox Software’s highly anticipated fantasy shooter game, Lootcrate has produced a special edition crate, full of officially licensed collectibles. The Tiny Tina’s Wonderlands Specialty Crate contains exclusive items, including a controller stand, a Skag sheep plush and much more. In addition, other premium bonus items can be added to the box. The special box set is a limited edition and will be shipped directly to your home starting from March 2022, coinciding with the launch of the title on March 25, 2022.

collect Power Up tokens. The first to return to their respective Transformation Launch Pads with five tokens successfully defeat their share of Akumas. It will be available from April 2022 and is recommended for ages 4 and up. Yo-Yo fans must use their own Miraculous Ladybug Yo-Yo lucky charm, a bright red Yo-Yo that instills selfconfidence. Available from August 2022, it is suitable for ages 6 and up.

Miraculous Spots On Game by TCG Toys

Lisciani is about to launch its first line of Eco-Puzzles, with eight Made in Italy puzzles that are completely ecosustainable and not subjected to any aggressive chemical treatment: recyclable, plastic free, with untreated paper and cobalt-free inks. These are therefore products with a very low environmental impact, made with respect for nature. The Eco-puzzle is dedicated to children aged 3 and over and is part of the new Green collection, where the protagonists are the most famous Disney characters such as Cars, Nemo, Frozen and many others. All the puzzles will be available in the first part of 2022, in the best toy stores.

Trends

KIDULT

The Growing Appeal of “Kidult” Toys By Hannah Melotto We’ve all seen the typical toy aisles with rows of colorful boxes, but what if we told you there is now a whole section for grownups? Kidult games now in the USA account for over a quarter of game sales, and the category extends beyond simple board games Games and toys are a memorable part of every child’s life. Games are meant to be fun, educational, or both. More and more adults see that this enjoyment of games does not end in childhood. The options are endless with the rise of kidult games for categories like party games, board games, collectibles, arts, crafts, and more. These kidult games, as they’re called, include card games like The Game of Thing, puzzles like Monument Valley, and collectibles such as Funko Pops, and more.

And it isn’t just about nostalgia anymore either—these toys are fueled by fandoms and adult humor that brings a new twist to traditional tabletop board games.

WHAT ARE KIDULT GAMES? The Kidult category of toys is separated into different groups: Party Games, Board Games, Arts & Crafts, and Collectibles. ● Party Games are games made for multiple players, often played while

drinking. Examples include Cards Against Humanity and Exploding Kittens. ● Board Games encompass games typically played on a flat surface with counters or pieces that often have an element of strategy involved. Examples include Pandemic Legacy and Ticket to Ride. ● Art & Crafts are toys that people can use to create crafts or art. Examples include 3Doodler and Faber-Castell Design Memory Craft. ● Collectibles aren’t just something vintage but are toys that often come as a special or limited edition. Examples include Funko Pops and even Legos. There are a few reasons why kidult games have become so popular. First, they’re a great way to bond with friends or family, providing a different and often enjoyed pastime. They can also be fun to pass the time, especially when people are stuck indoors. Finally, many kidult games are just plain hilarious and entertaining to play.

KIDULT GAMES IN MAINSTREAM GAMING Settlers of Catan is a popular adult strategy game that has sold millions of copies. The object of Settlers is to collect points by building settlements, roads, and cities. Along the way, you’ll trade with

Trends

the year, and more. This year, TOTY has introduced a new category: grown-up toy of the year. The winner will be announced in February 2022. The judges are made up of experts in the toy industry, toy buyers, and media members. They decide which toys should be nominated for awards because they are exceptional in innovation and design. Of course, people vote for the people’s choice toy of the year. There could be several reasons why kidult

games or adult-based games are rising in popularity. Perhaps people are looking for a way to recapture their childhood innocence, or maybe they enjoy the challenge and complexity that these games offer. Regardless of the reason, it’s safe to say that there’s something for everyone in the world of kidult games. Kidult games can open up new possibilities to people who otherwise might not be interested in gaming. They also offer experiences that you couldn’t find anywhere else, like the mental exercise of

other players, battle them for control of hexes, and be involved in some diplomacy as well. The adult game off-topic is a quick-witted game to play with friends for a good laugh. Players draw a card to set the topics and roll the die to select the letter your response begins with. As time elapses, your answers will get a little outrageous and off-topic.

RISE OF ADULT GAMING The Toy of the Year Awards is an event that takes place every year to recognize the best toys in the industry, and they have recently added a kidult category. There are a variety of categories, including collectible of the year, specialty toy of the Year, STEAM toy of the year, vehicle of solving complex puzzles or the creativity that comes with designing your game levels in games like Boss Monster. Kidult games are a vital part of any gamer’s life, and they’re only growing in popularity. The best way to get your kidult game on is to find the games that speak most specifically to you. Whether it’s a classic like Risk or something more modern like Cards Against Humanity, there are plenty of ways for adults who still love toys and games to play with their friends without feeling childish. So go ahead, remember what it felt like as a child by playing the latest adult gaming has to offer.

Entertainment

ASIAN ANIMATION

news oN Asian animation at ATF online + By Alessandra Maccaferri The Asia TV Forum & Market (ATF) edition took place on the web from 1 to 3 December 2021. The most important Asian animation companies participated, presenting numerous innovations.

JAPAN

ADK Emotions has a long history in the anime industry and has worked with many partner companies to plan and produce new Japanese content and IPs. They have more than 200 anime titles including Beyblade, Yu-Gi-Oh!, Kuroko’s Basketball series and many other famous Japanese animations. They are constantly looking for partners to bring their vast content to other parts of the world, and to develop co-production opportunities for new projects. The studio is among the producers of the new series Tropical Rouge Pretty Cure, based on the manga of the same name and focused on the events of Manatsu, a girl who has just started middle school. After moving to another city, she meets Laura, a mermaid girl who is looking for the so-called “legendary warriors”, the Precures, the only ones who can save the mermaid country of Grand Ocean, which is in dire straits. Another project is the Crayon Shinchan Movie: School Mystery! The Splendid Tenkasu Academy, a new animated film inspired by the beloved character Shin Chan, protagonist of the manga and anime series of the same name, and several other films. Shin Chan is a funny, irreverent and always Tropical Rouge Pretty Cure by ADK Emotions

The Asia TV Forum & Market 2021 edition organized a new and improved version of the digital event, the ATF Online + 2.0. From December 1st-3rd, the main fair of the APAC region brought Asian and international companies together. To present its platform and safely resume live meetings, ATF also promoted an Opening Day on December 1st at Marina Bay Sands of Singapore. Access to the online platform will be available until June

2022, allowing participating companies to continue networking and update their work. The forum provides an excellent opportunity for anyone interested in following or learning more about TV production and opportunities in the Asian market. Among the companies present at ATF, several operate in the animation sector. Here is a rundown of their work and latest news, with a breakdown by country of origin.

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at the forum was the series When Will Ayumu Make His Move?, inspired by the manga work of Souichirou Yamamoto. When Ayumu Tanaka falls in love with the only other member of the school’s shogi (Japanese chess) club, student Urushi Yaotome, he vows to confess his love to her as soon as he can beat her in a match. But this proves difficult. The two begin teasing and chasing each other, playing cat and mouse in both shogi and life.

When-Will Ayumu Make His Move by Tokyo Broadcasting System Television, Inc.

Founded in 1975, Nippon Animation is considered to be one of Japan’s largest and best-known independent animation studios. It has been producing and

active five-year-old. In the film, suitable for preschool audiences, he is confronted with a great mystery to be solved like a real detective, for the first time. With over 60 years of television broadcasting history in Japan, Tokyo Broadcasting System Television, Inc. is one of the largest media conglomerates in Japan; encompasses a wide range of media and commercial activities, including broadcasting, content production, and domestic and overseas distribution. Continuing to grow in importance as one of the world’s leading content providers, TBS has sold tens of thousands of episodes of more than a thousand programs in over 160 countries across 5 continents. Among the projects presented distributing quality animation for children and families for over 45 years, with more than 130 titles. One of their new IPs is Suna & Manu, a preschool animation. Suna is a sand cat who lives in a desert made of sugar and has a great spirit of hospitality. One day a domestic cat, Manu, arrives unexpectedly in her house, whom Suna is happy to welcome with lots of sweets, in complete tranquility and joy!

CHINA Among the Chinese companies present it was the esteemed Winsing Animation. Founded in 1986, it has been dedicated for decades to production, distribution, merchandising and licensing, generating toys, theater performances, theme parks, etc. Guided by the corporate philosophy “Colorful Animation, Wonderful Life”, Winsing is committed to providing the best cultural content for families, striving

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ready to respond to any emergency by combining knowledge, ingenuity and teamwork. They can also count on an extraordinary friend, Gogobus, an artificial intelligence vehicle that can transform into five different construction vehicles, to deal with any type of emergency.

to be at the forefront of its industry. Among its latest news GG Bond: Ocean Mission, a new animated film based on the successful IP with a great following in the American market. GG Bond is a truly intelligent pig, who takes on various roles in his films, from martial arts expert to angel, but always with the constant desire to help others. In this last adventure he offers himself as the only volunteer for a demanding mission: to search for a dangerous weapon, which is lost in the vastness of the sea. On this journey he meets Noah who is dedicated to finding his brother, and who inspires him to develop tenacity, overcoming all difficulties together. Team STEAM (Season 3 just out) is about a group of six amazing guys who each use a different stem-based area of expertise to solve the problems they face. Living on an island filled with innovative new technologies, natural phenomena and all kinds of wildlife, the intrepid team is Boonie Squad by Fantawild Animation

Fantawild Animation is the most influential animation company in China globally, with its cartoons distributed in over 120 countries. Some of these shows have been broadcast on Disney, Nickelodeon, Sony, and Netflix. On a national level, their TV series are the most followed shows on over 200 channels, and on digital platforms they have reached more than 200 billion views. His 6 feature films have grossed over $505 million at the box office. Among the latest projects is Boonie Squad, a 3D preschool series. The magical Neva teams up with her best friends Briar, Bramble and Vick to help everyone on Pine Tree Mountain when needed. The Boonie Squad embarks on adventures that teach teamwork, empathy and support for others. All team members use their unique skills to solve problems and spread joy. The stories are

full of human warmth, teaching valuable, hilarious and educational life lessons. Zoland Distribution is responsible for the global distribution of content from Zhejiang Zoland Animation Co, Ltd, one of the largest Chinese producers of animated content. Zoland entered the world market in 2005 working closely with national and international media. At the ATF they presented Betsy The Bear Car, a preschool series in which the protagonist Betsy has exciting adventures with her family and friends. The protagonists can make mistakes and find themselves in difficulty, but at the end of the day they always discover the solution to their problems together. Younger children will be fascinated by the imaginative world and characters in this series and will learn a lot through its entertaining and educational stories.

SOUTH KOREA

RetroBot Animation Studios is a South Korea-based production company

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Meraklı Hafiye by Outline Animation Studios

specializing in 3D-CGI animation. She is known for her first IP Tobot, a huge success in South Korea in 2012-2014, which aired in more than 20 countries around the world. The company’s latest

peaceful coexistence with humans, and Goldfangs, who holds a grudge against all of humanity. One day Kai, a member of Podongnet, and Wonseok, a boy who wants a dog of his own, meet by chance and join forces for good. Daekyo Co., Ltd is first and foremost an educational enterprise, offering systematic and specialized education

from children to adults. His Cococo Alloo Play Song project is a preschool musical series. Thanks to valuable educational content, the series helps young viewers to develop the language of acceptance and expression, essential elements of children’s development process. Alloo ‘s videos are also uploaded to the youtube channel Alloo’s House, which has 963,000 subscribers. The character has become a real IP, obtaining many licensing agreements for toys, books and many other categories.

TURKEY

Aslan’in Deney Odasi by Outline Animation Studios series, PotenDogs, which aired in South Korea on EBS and in Indonesia on NetTV, is enjoying great success. PotenDogs are dogs with superpowers, divided into two groups: Podongnet, who dreams of

programs to serve a broad customer base. Daekyo’s media specialization offers added value to clients in various fields, including publishing, distribution, mass media and textbooks, with a target ranging Haklı Karınca by Outline Animation Studios

Cococo Alloo Play Song by Daekyo Co., Ltd

Outline Animation Studios, born in 2010, is one of the largest animation studios in Turkey. It enjoys a team of professionals for 3D and 2D animation, scenery, character design, scenography, coloring and editing for animated films, animated series and game production. At the ATF they presented several interesting projects, all suitable for preschool audiences upwards. Meraklı Hafiye (Curious Detective) stars Ali, a girl who has a strong bond with books. After meeting Arifhane Sahaf, they embark on a long and exciting adventure in the historical peninsula of Istanbul together. Aslan’in Deney Odasi (Aslan’s Experiment Room) is a fun and

Entertainment

RUSSIA

Ekip Siberay by Outline Animation Studios educational 3D animated production, which shows experiments done in a laboratory by Aslan and his friends. Ekip Siberay (Siberay Team) stars three students - Hakan, Selvi, Umu - who met at the school’s computer club, and find themselves having to solve personal and friends’ problems in the cyber world. Haklı Karınca (Righteous Ant Kura), is about a wise ant, who gains a prominent place in the Nemil Valley with her friendly, peaceful and hopeful ways, while being as fragile as the others. Kura, who is curious, zealous and has a high sense of justice, will successfully overcome the difficulties in the work-based ant environment. VFX Istanbul Produksiyon Ltd Sti is a production company with over 20 years of experience, continuously working to create brand new animation projects for children across the globe. At ATF they presented Champ: Rising Star, a project dedicated to the love of sport where the protagonists are the balls used in the most popular games: soccer, baseball, volleyball, tenni, golf. .. Flamin’Joe is an animated feature film for children aged 7

and up. Flamingos take on their final color when they are adults. Adult flamingos are pink while the younger ones are white. Our hero Joe is the prince of flamingos but as he grows up he always stays the same color, while all his peers turn pink. Considering himself a disgrace for his village, he decides to leave it to find a new destiny.

Wizart Animation was founded in 2007 in Russia, and has continued to grow rapidly ever since. To date, they have released seven family feature films and two TV shows for preschoolers, which have achieved outstanding international success. At the ATF they presented the fifth production of The Snow Queen franchise, The Snow Queen and the Princess, with the new stories of the now very popular characters. The snow queen and the princess, Kai and Gerda, will face the Ice Spirits who intend to freeze everyone, and will also be helped by a new character, a little sorceress. The story has great audience appeal, thanks to the elements of magic, humor and adventure, as well as new charismatic characters. It is scheduled for release in 2022. The company has signed contracts for the distribution of the animated film in France, Turkey, South Korea, Norway, Iceland, Sweden, Denmark and Finland, and has other negotiations underway to expand the its presence in the Middle East and

Coolics by SMF Studio North Africa. Middle Eastern viewers are already familiar with Wizart Animation’s projects, as all four productions of The Snow Queen franchise have been released in theaters in this part of the world. Another project planned for 2022 is The Warrior Princess, a comedy adventure about the extraordinary Princess Mila, kidnapped by an evil sorcerer. Her boyfriend and three suitors leave in search of her, but in the meantime Mila faces challenges with determination and boldly plans her escape. A new animated film set in a fascinating fairytale world, with lots of funny moments.

Entertainment

SMF Studio (Soyuzmultfilm) is one of the largest and oldest Russian animation companies, which this year celebrates 85 years of business. The studio has created over 1500 animated films, receiving international recognition for its projects. Today SMF is comprised of a production company, which includes an animation studio, an animation technology park, children’s educational and recreation centers, and a licensing agency. SMF continues to expand its international presence, streaming movies to over 50 countries, including France, UK, Germany, Israel, China, Indonesia ... Among its latest additions is Coolics, an adventure comedy series in 2D (6 - 8 years), on the team of young Space Academy cadets, whose mission is to search for super-powerful creatures on other planets, to protect the universe from the forces of evil. It is based on the comic series of the Russian publisher Bubble Comics. Monsikids instead is the new 3D preschool series, in which tiny creatures live in the world of emotions, with places like the island of Peace, the Sea of Love, the Volcano of Anger, etc. Their stories present the

Coolics by SMF Studio basic concepts of emotional intelligence in a fun and light way and are perfect for preschoolers, who are starting to deal with the complexity of feelings. Monsikids is a multi-platform project, based on the Russian methodology for the development of emotional intelligence, created with the advice of psychologists specialized in the emotional growth of children. In the end Meow Magic, a show for the 3-5 year age group. Marcy, an impulsive and energetic 6 -year-old girl, meets a cat who can grant her the fulfillment of two wishes every day. She and her friends are very happy with it, but the cat fulfills all their requests in its own way, creating wild adventures and gigantic messes. The protagonists will need all their creativity to solve every situation, and they will learn to value all their actions.

Meow Magic by SMF Studio

Entertainment

ABC

News from the latest Animation Business Conference By Andrea De Amicis In November 2021, the Children’s Media Conference (CMC) organized the second Animation Business Conference (ABC), a day of webinars and online content, with the latest news on the financing, production and distribution of animation projects all over the world. After the success of their first conference in 2020, the Children’s Media Conference organized the 2021 edition of the ABC web event, which took place on November 11th, 2021. The conference offered a valuable day covering the latest updates in the animation industry with an international perspective, intended for producers, distributors and freelancers working in this sector. This year, in addition to four live sessions hosted by key players in the industry, there were two important innovations: an ondemand library of additional content (for example, collaborative projects between China and the UK, new technologies in the production processes, etc.), and the introduction of the CMC Wonder online networking system that allowed participants and speakers to connect in virtual meeting rooms. In the first session, Finding Features, leading figures from the animation and film industry talked about how they finance, produce and assist with

Ninja Express by BBC Kids

animation projects. There are many aspects to consider, from content development to finding the right human resources and funds, to maximizing incentives by involving partners and suppliers. Cantilever Media’s Andrew Baker announced the upcoming release of The Amazing Maurice, based on the book by Terry Pratchett The Amazing Maurice and His Educated Rodents, aimed at a young adult audience. The protagonist is a red cat who has devised the perfect scam to earn easy money, accompanied by some brilliant mice and other friends on his magical journey with many twists. It is an independent British production, with a budget of around 12 million euros, small compared to that of larger studios. To raise the funds, the participation of Sky Cinema as a producer was the deciding factor, helped by the stellar cast of character voices featuring actors such as Emilia Clarke and

Hugh Laurie. The project started in 2015 and Cantilever joined the co-producers in 2017. The development and production work was organized by a team in the UK and Germany, and funding coming from both countries. In The Commissioner Conversations webinar, leading commissioners revealed strategies for successful animation. For example, BBC Children’s Kate Morton and Sarah Muller talked about shows with large audiences, such as Ninja Express and Dennis and Gnasher. For Sarah Muller a successful animation is one in

which you remain faithful to your idea, bringing something new to the market, while taking into account the story development with the support of a team of creatives, where everyone can make a unique and indispensable contribution. For Sarah Muller nothing should be left to chance, each character must act in a way that reflects who they really are.

Entertainment

Big Lizard by Beakus In the Co-finance, Co-creation, Compromise? the dynamics of coproductions was discusses, using specific case studies. Steve Smith of Beakus mentioned Big Lizard, a project in development, in co-production with France Télévisions. The relationship with the latter was created over the course of four years, and they started working on development only in the last few months. Beakus handled the preproduction and animatics, while the storyboards and animation were done in France. They plan to bring the project into production as early as the beginning of 2022. Sixteen South’s Alex van Blanken explained the co-production process for the new preschool series Odo, which has been airing on Milkshake since last August. Odo was a self-published book that had very simple character and content illustrations. The first artwork was created in the Letko studio in Poland, so they had to work together to further its development. Sixteen South took

care of all the scripts, music and design in particular. Their European co-partner is Kika, while the UK commissioning broadcaster is Milkshake. Julia Rowlands, vice president of sales acquisitions and co-productions for Zodiak Kids, discussed Mumfie, a preschool show currently in delivery. The series came to the studio directly from Britt Allcroft, creator of the original ‘90s version, and they co-developed it to make it more contemporary. It is a coproduction between France TV and Rai Ragazzi in Italy, and has also been prepurchased by Kika in Germany. Some works have been split between France (screenplay) and Italy (animation), to maximize funding from each market. The Rai involvement was born from a co-production with the Animoka studio. He then spoke about Gigglebug Entertainment’s The Unstoppable Yellow Yeti, a TV series in production. It is in coproduction and co-development with the Finnish studio, which came to them with funding from Scandinavia and Nordic broadcasters DR, SVT, NRK and YLE. Most of the funds came from Disney Emea. In the Productive Partnerships session, various major manufacturers and distributors revealed what they are looking for in production partners and talent. Among these, Lynn Chadwick VP, Content and Sales of Huminah Huminah Animation, stressed that it is important for them to interact with brilliant and highly specialized artists, so that they

can also work in rotation on different projects as needed. As a studio they can do a complete production starting from pre-production, but they also provide assistance to other productions. They are open to work with creatives from other countries, including the UK, and develop their projects, as long as there is an interested client, a precise financing plan, or concrete possibilities to secure finance.

Publishing

BOLOGNA CHILDREN’S BOOK FAIR GRAND TOUR

Children’s Books, from Bologna to the rest of the World Ahead of the 59th edition (21-24 March 2022), the 2021 Bologna Children’s Book Fair held a ‘Grand Tour’ that covered the main trade fairs from around the world. LM selected the latest releases in children’s publishing from each territory of the trip. Oma zählen los, by Mari Kanstad Johnsen and Friederike Buchinger is a story about the relationship between Anna and her grandmother who teaches her to count in an original way. In early 2022 Carlsen released the audiobook of Wegda, by Nanna Neßhöver and Wiebke Rauers, with a mix of stories for the 3-7 age group, which was a great success. Wedga is a bat who at night wants to sleep with her little readers, and during the day loves having fun and lots of new experiences.

The Bologna Children’s Bookfair has only been held online for two years, due to the coronavirus crisis. While waiting for the 59th edition to be held in person from March 21 to 24, 2022, the long break prompted the management of the fair to organize a “Grand Tour” in some industry events around the world (Frankfurt, Guadalajara, Montreuil, Sharjah), to bring the best of illustration and new publishing trends for children and teenagers to their loyal community of professionals. LM has summarized some of the latest news in children’s publishing in each area. Peterchens Mondfahrt, the official book of the film, published by Nelson and suitable for ages 4 and up, will be available in Germany at the end of February 2022. Based on the eponymous fairy tale by Gerdt von Bassewitz, the film tells the story of the talking ladybug Sumsemann, who has lost her sixth leg and must fly to the moon to retrieve it, aided by the two siblings Peter and Anneliese, and the eccentric Sandman. Out in March 2022 for Beltz & Gelberg, 3, 2, 1 - Anna und

In Mexico Cidcli recently published José Mariano Mociño: un gran científico mexicano desconocido, by Tom Janota and Carolina Zambrano. Recommended from 10 years old and above, it tells the life of the explorer, botanist, and doctor of New Spain. One of the latest releases from the El Naranjo publishing house is Cuento del Sinsonte Olvidadizo, by Antonio Orlando Rodríguez and Israel

Barrón. The mockingbird, in addition to emitting a magnificent song, can imitate the trill of other birds, the sound of other animals, and even the noise of machines. The mockingbird in this story has forgotten his song and sets out on a journey to find it. La Boca Azul, one of the latest publications of Ediciones Laralazul, is a wonderful collection of poems created by the artist Silvia Katz together with the children who attend her workshops. In France, at the beginning of 2022, a new book from the Disney Baby series was released by Hachette Jeunesse, for

Publishing

and model the Dalton brothers in their final form. Other new releases in 2022 include the condensed edition of the Petite Taupe series, written by Orianne Lallemand, illustrated by Claire Frossard, and published by Philippe Azou. The little mole will continue to delight children aged 3 to 5 with her daily adventures.

children from 0 to 3 years, Anna Fait des Crêpes featuring one of the protagonists of the beloved film Frozen. Anna wants to make crêpes, but she has lost the recipe. She needs help from the snowman Olaf, but he prefers to blow them up! Volume 4 of the Lucky Luke comic series (full edition) published by Dupuis will be released in February 2022. An accurate work that brings together three great

adventures of the man who shoots faster than his shadow: “The Bluefeet are Coming!”, “Lucky Luke vs Joss Jamon” and “The Dalton Cousins.” As a bonus, “Horse Thieves” and “Androcles,” two fulllength stories that had been published in “Riske-Tout” magazine, plus a short story by Morris, “Pirates on the Bus,” and many other surprises are included. This collection is from the years 19561957, which follows the evolution of the deliberately more “intellectual” tone and humour brought by René Goscinny

In the United Arab Emirates, the publisher Kalimat will release two books in 2022 by illustrator and author Manica Musil for the 3-6 age group. Bora the Lion (Robbie, the Lion) is about a lion who feels very sleepy but at the same time can’t sleep anywhere. Over the course of the story, we discover what bothers him and prevents him from resting. In Lofi the Elephant (Stan the Elephant) Lofi likes to tell stories, even if everyone tells him they are very boring. Will he be able to find someone to listen to him? Lofi also hears a voice which has many interesting things to tell him. Also, in 2022 the publishing house Al Hudhud will release I am Hani, My Mother is Famous,

by Dr Wafaa Al Shamsi. Hani’s mother is famous, and that’s why everyone expects him to be the exact copy of her! But he is different, he has another name, and he loves skiing and football. Another title this year will be Mohammed Alohali’s Nobody Plays with Me. Feelon has just moved to a new city where all the friends he meets are a different size than him, which at first causes him some problems. Both books are suitable for audiences aged 6 to 9.

Publishing

BOLOGNA CHILDREN’S BOOK FAIR 2022: NEWS FROM THE 59TH EDITION The Bologna Children’s Bookfair (BCBF) 59th edition will take place from March 21 to 24 2022, with the visual design created by the young Mexican artist Sólin Sekkur. After two years of intense long-distance planning, lots of research and many virtual meetings, we are back in attendance with lots of news, continuing to carefully promote international networking. Starting with the ninth edition of China Shanghai International Children’s Book Fair (CCBF), initially scheduled for November 2021 which has been postponed to March 20-22, 2022. The CCBF will now

take place simultaneously with BCBF for the first time, with a program of very interesting events hosted by worldrenowned experts. This year’s BCBF guest of honour is the city of Sharjah, UAE, the UNESCO World Book Capital

of 2019-20. Sharjah has a thriving literary tradition and offers many initiatives to promote reading for adults and children. It has also initiated cultural exchanges and dialogues with other countries for over 40 years. When it comes to

children’s literature, Sharjah supports publishers, authors and illustrators with various professional incentives, training opportunities and prestigious awards. In Bologna, Sharjah will proudly exhibit the diversity of Arabic children’s literature through round tables, workshops, reading sessions and matchmaking led by over 30 of its writers, illustrators, and artists. 17 translations from Arabic into Italian by Emirati authors will be presented and four school visits, practical workshops, and interactive storytelling sessions have been organized. Another designated area has also been reserved for Africa, a region where authors and the publishing industry are thriving, especially in cities such as Accra,

Publishing

Licensing Award, the only recognition in the Italian market aimed exclusively at BLTF/Kids exhibitors, will be expanded in 2022 with an international award for successful preschool, kids, teen and young adult projects developed in 2019 and 2020.

Cairo, Johannesburg, Lagos and Nairobi, which are taking on an increasingly international dimension. With a rapidly expanding economy, the highest internet growth rate in the world and one of the youngest populations, Africa has strong potential to develop children’s publishing. The continent’s collaboration with BCBF, supported by the International Publishers Association which manages the fund for publishing innovation in Africa, and by the Italian Trade Agency, includes a dedicated exhibit area that will bring together African publishers, and will also focus on leading authors, illustrators, and innovators from the African industry. One of the big stories of 2022 will be the first-time participation of BolognaBookPlus (BBPlus), an initiative organized in collaboration with AIE (Italian Publishers Association) aimed at general publishing issues that debuted digitally in 2021. It will have a dedicated exhibition area, networking and matchmaking opportunities, and a full calendar of events and seminars on the most current topics in the book market. There will also be a revamped Bologna Licensing Trade Fair (BLTF/Kids)

taking place at the heart of BCBF this year, entirely dedicated to the world of children, bringing together key players in entertainment and international licensing, BLTF will host over 600 brands, the Licensing Retail Lounge (a meeting and matchmaking area between exhibitors, licensors and licensees, with the main retail players), and the Fashion Product Showcase. The latter will highlight apparel and accessories, one of the main assets for the development of kids’ brands and one of the main categories for domestic and international brand success. BLTF/ Kids has designed a space that will allow exhibitors who have developed fashion projects to showcase their brands, provide an opportunity for one-to-one appointments between companies in the fashion and accessories world, and another area for BLTF exhibitors and licensees looking for new deals. The dynamic program of events will include seminars, presentations and the second edition of the International Kids Licensing Day, a day focused on current themes and trends in the field of licensing and content for children, which will provide ideas and advice on the future of the licensing market. The Bologna

Among other innovations, in the Bookseller Lounge dedicated to bookstores there will be Indie Italia, an exhibit focused on independent Italian publishing for children which aims to give visibility to small new and outstanding publishers. Another special exhibition will be The Braw Amazing Bookshelf which will show, in addition to the winners and runners-up, one hundred extraordinary, illustrated books, selected from among the finalists of the BRAW award in each category. Inaugurated virtually in 2020, The Comics Corner is also being eagerly anticipated. Comics and graphic novels are one of the fastest-growing segments in the publishing industry and offer a vibrant landscape that intersects with children’s publishing. For this reason, BCBF is launching the new Comics Corner equipped with an exhibition area with the titles of publishers of this genre, tables for in-person meetings, and an online directory with contacts, book previews and company profiles. The Comics Corner also provides a special focus on Italian comic publishers, sponsored by the Foreign Trade Agency and the Ministry of Foreign Affairs and International Cooperation. BCBF’s focus on the world of comics also includes a series of initiatives including the related category of the Bologna Ragazzi Award, and meetings focused on the art and business of comics.

Trends

CHARITY

The power of the people By Rossella Arena Some businesses are born with the vocation of dedicating their efforts and proceeds to charity and the improvement of the lives of others. Here are their latest novelties. Some companies understand that each person can make a difference in someone else’s existence in many different ways. Here are the latest novelties from some realities involved in the social sector and dedicated to spreading a better quality of life for many. Thankyou is an Australian social enterprise, founded in 2008. It offers useful consumer products, dedicating the proceeds to the fight against extreme poverty. It currently sells its now marketleading range of personal care products from Coles, Woolworths, Chemist Warehouse , Big W, Priceline and selected independent retailers. The Thankyou group is 100% owned by Thankyou Charitable Trust, which distributes its

Daniel Flynn, co-founder of Thankyou

Justine Flynn, co-founder of Thankyou

funds to major charities and changemakers. This means that after covering all the costs of creating great products, every penny left helps to end extreme poverty. Thankyou was recently named one of Australia’s largest donor companies, having recorded the largest annual profit ever, AU $ 10 million, and contributed more than Suncorp, Goodman Group, Brambles, Mirvac and QBE. This is a huge win considering many of the companies on this list are worth billions of dollars, and this sum was raised during the pandemic,

a time when the world needed it most. “This pandemic has shown us the missioncritical role of Thankyou and our unique ‘all for’ model. The power of people is something that continues to inspire us. The ideas behind Thankyou seem impossible to us, until we remember who supports us. Each person can dedicate a seemingly insignificant moment of the day (like choosing a hand soap!) to turn it into something more powerful”, said cofounder, Daniel Flynn.

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encouraging people to live at their best, developing personal resources with its communication strategy. Through Smiley Movement, a non-profit community interest company, it aims to create positive action on a social level by sharing news, conferences and charity meetings. In 2022 the company reaches the milestone of its first 50 years. On December 31, 2021, Smiley kicked off the 50th anniversary celebrations with a screening in Shanghai as part of the official New Year celebrations. The smile was projected onto a historic building with the message Take the Time to Smile lighting up the Shanghai skyline. KOL, influencers and media captured and shared the launch event reaching millions of Smiley fans in China. In the course of 2022 Smiley will organize a series of initiatives for the 50th The Smiley Company is one of the TOP150 licensing companies in the world. The brand is registered in over 100 countries and in more than 12 product categories and enjoys significant exposure through licensees in industries such as apparel, home furnishings, toys, stationery, publishing and more. The Smile is a symbol of positivity that has influenced people all over the world, becoming a cult status symbol within music, dance and art. The company follows a precise philosophy of well-being, first of all spreading smiles and positivity through its products, and also

anniversary, to bring more positivity and happiness to the community. From March it will launch an exclusive Collector’s Edition, with over 50 brand collaborations across fashion, beauty, art and design. The new collection was developed in collaboration with Colette’s creative director Sarah Andelman and graffiti artist André Saraiva. At the beginning of 2022 the book Smiley: 50 years of good news was published by the publisher Maison Assouline, which tells the story of Smiley’s work over the last 50 years, highlighting the most exciting collaborations. The men’s-women’s collection was recently released in collaboration with H&M,

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small creations, inspired by Italian master craftsmen, which allow the Community to be sustainable and self-financed while continuing to open the doors to those who ask for help. Quality food and wines, gift ideas, design objects for the home and natural cosmetics, accessories. In January at the Bibenda headquarters in Rome, there was the first historic tasting of the five labels of the community cellar curated by the great Tuscan winemaker Luca D’Attoma: Vie 2020, Colli di Rimini

Cabernet Montepirolo 2020, Romagna Sangiovese Superiore Avi Riserva 2020, Cabernet 1978 2020, Colli di Rimini Rosso Noi 2020. Luca D’Attoma has been carrying out an oenological project for years in San Patrignano, enhancing the indigenous vines and working with the children of the Community. Among the latest news in other product categories, the Karen scarf for women and men in 100% wool, and room diffusers with various fragrances.

infused with the retro and sunny vibes of 90s street style. Highlights include tie-dye hoodies, baggy jeans and joggers, plus T-shirts, rugby shirts, and sports socks in a color palette of light purple, teal, off-white, soft beige, and black. Most of the collection is made from sustainable materials. San Patrignano has offered free help to girls and boys with addiction problems in Italy, with a recovery rate of 72% among those who complete the course. The products made in San Patrignano are many

Maikii’s “Human-Centered ” approach

Vanessa Vidali

The quality of the relationship with its employees, whose well-being and satisfaction it takes care of, is one of the primary objectives of the Maikii company , which specializes in the production, customization and distribution of tech products and accessories. The corporate strategy is developed around this goal, thanks to the “human-centered” approach which is implemented with targeted actions and where training takes on a decisive role. “Team building is part of our DNA: we carry out continuous actions so that the workgroup is in harmony”, says HR Manager Vanessa Vidali. “A few examples? Every two weeks each of us has an hour of conversation in English: we are divided into groups of 8 people and the teachers are the colleagues who speak it best. Or even the random coffee, for which a form excel pairs people to have a coffee together, a weekly opportunity to get to know each other better: talking about work is strictly forbidden. And then aperitifs, barbecues, lottery at Christmas, in which the money raised is donated to charity, and much more! “ For two years, the company has introduced the platform for welfare, which offers numerous services, from vouchers to travel, to help families. Always among the corporate welfare actions, individual needs are taken into consideration, such as flexible hours of entry for parents, an internal canteen, and short Friday for everyone, and also a weekly car wash, tea pantry, fruit baskets once a day week, agreement with a Yoga teacher, discounts with local partners ...

Trends

SAINT VALENTINE’S

GIFT IDEAS FOR VALENTINE’S DAY By Rossella Arena Valentine’s Day is an opportunity to express our love for our nearest and dearest - and the world - but also an important business occasion. Here are a few new products on offer for the occasion

The Smurfs recently added an urban style to its apparel lines; for Valentine’s Day the Smurfs express sweetness with simplicity and style, through their latest comfortable apparel pieces inspired by an image of Smurfs in love. For example, the Springfield t-shirt (Tendam Group/ Worldwide), created by the Smurfs’ Planeta Junior Iberia licensing agent, and the Ingram sweatshirts in Japan, designed by local agent CAA GBG.

Valentine’s Day can be a special occasion to express and renew your love for others and yourself. Brands focus on new products not only to give to a partner, but also to share with their closest friends… or to treat oneself! Some of the most popular Valentine’s gifts are clothing and accessories, designed to cuddle and pamper. The Emu Australia company proudly offers the latest in its Mayberry slippers line, selected by Forbes as “the best Valentine’s Day gift for her.” Beloved worldwide for their soft, plush yet light Australian sheepskin, they are also highly sought after by famous people like Kim Kardashian and Oprah. Oprah has even mentioned them as one of her favorite products. Super soft, Mayberry slippers wrap your feet in a comfortable and luxurious way; their features make them suitable for wearing all year round, and the sole allows for them to be used both inside and outside the home.

Mayberry Lava Chestnut by Emu Australia

in a Chestnut color, and Mayberry Tie Dye in Sunset Purple and Fairy Floss colors.

Mayberry Lava Chestnut by Emu Australia The new collection has exuberant and dynamic models, such as Mayberry Lava

Olympia Le-Tan design brand, known for its iconic book-shaped clutches, has some new products to celebrate the power of love. From models inspired by literary love stories like the Beauty and the Beast, and Romeo & Juliet, to works of art such as The Kiss Klimt clutch, to Love Cats and Love Dogs models that express affection for a pet. Each bag features a unique liberty print and a shoulder strap version, along with distinctive felt and silk embroidery.

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On Valentine’s Day many people choose to express their feelings through lovethemed cards. A very interesting range comes from the English company Lola Design, which aims to create products that convey a magical and serene atmosphere. For Valentine’s Day 2022 it presented two different lines: one with a white background with funny and romantic sayings in shades of pink and red, and another featuring cute animals and sweet phrases.

After clothes, chocolates are another very popular present for this party. Bourbon, a renowned Japanese sweets company, will as usual offer various products in attractive gift boxes. With the Disney license, the faces of Mickey and Minnie will adorn an 8 cm cubed box with individually packaged chocolate truffles, available in 6 or 12 pieces. Also Disney-themed, there is a box of wholemeal flour, and a box of 18 chocolate biscuits, containing six pieces each of milk, strawberry and dark chocolate flavors. Each cookie features a Disney character in nine different designs. Among the unlicensed products, Bourbon has a box of milk chocolates with milk cream inside, decorated with a heart.

Love-themed cards by Lola Design gives life to albums, notebooks, boxes, binders, secret diaries, and much more made with the utmost care, quality and respect for the environment. The involvement of illustrators and designers

Paper-O is a dynamic Italian company with many ideas. Driven by Berti Bindery’s forty-years of experience and its desire to innovate stationery products, Paper-O

allows the company to offer exclusive and creative lines. Many products feature hearts and are a perfect Valentine’s Day gift, even to share with friends. Barbara Spazzoli’s dreamy illustrations are accompanied by words that encourage you to follow your heart, honor long love stories or the importance of sharing.

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Cony the bunny; Moon, a character with a moon face; and Sally the chick, Brown’s “little sister.” There are also cameos from other Line Friends’ characters. Little, Brown Books’ team became interested in the characters after seeing them in the background of influencers’ posts on TikTok and Instagram, and then in a store in Times Square, one of two Line Friends stores in the US. The publisher explained that they wanted to embrace a kawaii art-

In addition to the stationery category, Paper-O is expanding into home accessories, such as heart fragrances for deodorising the environment in a 100% natural way, entirely Made in Italy with select essences and raw materials of the highest quality. The two lines, crazy heart and pure heart, exude affection and passion. Little, Brown Books for Young Readers has acquired the publishing rights for Line Friends: Brown & Friends, a set of characters that became popular in Asia as digital stickers on the Line mobile messaging app. The first book, Line Friends: Brown & Friends: I Love You Beary Much, is perfect as a text gift for ages 8 and up. It features age-appropriate love and friendship themes, inspirational quotes and advice, along with illustrations. It has four key characters: Brown bear,

Brown and Friend Soft Toys by Gund

by Pikselnesia and released by Fellow Traveler, it is set in Jakarta, Indonesia and stars musician Rama. A boy has forever lost the girl he loved. He thinks about falling in love again, but it is not easy because he can still hear the voice of his dead girlfriend Cinta in his head. Everything seems to fall apart in his life, yet there is still hope because, if he is brave enough, he just might be able to reach his girlfriend. In addition to the love story, Afterlove EP features many adventures and playing elements. It also has magnificent mangainspired graphics by famous illustrator Soyatu, and an original soundtrack by indie band L’alphalpha.

style project, which is now a huge trend. The property is gaining greater awareness in the US market; a consumer products program launched in 2021 is helping the brand grow further, and a Netflix TV series is in the works. You can go ahead and add the new video game Afterlove EP to your wish list, available this summer. Developed

The Uncommon Goods website, an American company that offers innovative products by putting artisans and buyers in direct contact, has lots of gift ideas for lovers. For example, an interesting gift to share with a partner is Anne Lopez’ Date Bucket List. It is a kit for couples with brilliant ideas on what to do on a date. Printed on a cute collection of birchwood sticks, dating tips range from sentimental reverie (pack your bags and go stargazing in a secluded spot) to intellectual stimulation (attend a class at a local museum or university).

Retail

TECHNOLOGY

Retail, all the potential of a store By Matteo Melani While the pandemic has accelerated the innovative transformation of retail (e-commerce, delivery, click and collect), the physical store remains the preferred place to shop. store to avoid delivery charges, while over 60% say it allows them to have the item immediately. Furthermore, 61% said they want to see a product before buying it. All these numbers have prompted several brands to rethink the structure of their stores to increase the quality of the user experience. The first element to take care of is undoubtedly the furniture of the shop. If fast fashion brands like H&M or Zara focus on large spaces, boutiques prefer small but tastefully arranged places. Like Ferrari, which relied on the London -based Sybrarite studio to design its store in Maranello, in the province of Modena. It is a place that is not accidental, because the brand with the prancing horse was born there and the dominant colors of the store are red and yellow which give a strong visual impact. Then it is necessary to rethink the services that are intended to be offered within the According to a PWC study, nearly 40% of consumers shop in a physical store at least once a week, compared to just 27% who buy products online. Research shows that 65% of shoppers prefer to shop in-

Retail

point of sale and in this, the digital payment technologies are valid allies, so much so that there are more and more commercial chains that allow their customers to pay with applications such as Samsung Pay. In short, between innovation and tradition, physical trade remains a very promising sector.

SERVICES AND BRANDS: THE EXAMPLE OF APPLE In addition to buying a product, a store is a place where a customer comes into direct contact with the values of the brand. Encouraging buyers to return requires providing useful services that go beyond promotion. Apple, which has always encouraged the dialogue between technology and human experience, has made Creative Pro teams available to its customers since 2017, i.e. professionals able to provide users with information on graphics, music, photography and art software, games. It is

a professional figure with a task that goes beyond assistance, precisely because it has the duty to demonstrate all the uses of the programs. The brand software with the bitten apple is among the most used and a figure able to involve users in educational experiences increases the value of the brand. Both professionals and amateurs can participate in the Creative Pro demonstrations.

look. After monitoring the use of virtual mirrors, Charlotte Tilbury found that shoppers are more likely to buy products in-store than on e-commerce. However, technologies alone are not enough to modernize the store, but it is necessary to train the staff on customer assistance in order to make the experience even more interactive.

TECHNOLOGIES THAT IMPROVE THE SHOPPING EXPERIENCE

THE TASTE OF FERRARI

Even in retail, technological innovation remains the key to competing in the market. Starting with 3D, which allows customers to test products without touching them. Among the brands that make use of threedimensional technologies are those of clothing, which have equipped their stores with augmented reality devices capable of showing customers the clothes on their bodies. To check the size just download the app, choose the model you want to try and operate the internal camera. To date, several Macy’s and Gucci stores of virtual dressing rooms for the fitting of clothes and shoes. For other business sectors too, threedimensional technologies offer a useful shopping experience. In her London store, Charlotte Tilbury has installed a virtual mirror where women can try makeup on their faces. The mirror has sensors that can detect the skin tone and suggest the most suitable product to have a better

If it is true that innovation is increasingly disruptive, historical brands continue to preserve their dignity. For the realization of its flagship in Maranello, Ferrari has focused on communicating the values that have always distinguished it. As soon as you enter, you place your feet on the concrete floor (reminiscent of the interiors of the pits) and if you stretch your gaze you can see the wavy glass window that recalls the racing circuits and the white clay wall (metaphor of the prototypes of the cars). But the decorative elements that recall the Scuderia are not finished, so much so that the shop displays quotes from Enzo Ferrari, the names of the drivers, the miniatures of Formula One cars. In short, a luxurious environment in which the brand is declined in various forms. Inside the store you can find merchandising products and the new Ferrari clothing and accessories collections. Thus, the physical store offers sales and communication opportunities for both affordable and luxury brands.

Retail

THEME WOMAN

Aid to women, the initiatives of retail companies By Matteo Melani To combat gender discrimination, it is not enough to implement ad hoc laws, but it is necessary to intervene with initiatives capable of supporting women in everyday life.

In recent years, several retail chains have introduced strategies to help women in all areas of life: from work to training to the defense of their dignity. Like Coop, which printed 1522, the number for victims of sexual violence on its receipts, and Walmart, which collaborates with the Resource For Living association that deals with support for women with difficulties. In short, the campaigns against gender maltreatment have received more and more support, precisely because they allow consumers to be an active part of the cause. Some brands have taken action with initiatives to support women who intend to open a company and on the occasion of March 8, Amazon organizes video feeds and crowdfunding campaigns for activities led by women who have distinguished themselves on the market. But female discomfort is a problem

that worsens in the poorest realities of the world. Well, to help women be independent, since 2013 Ikea India has been carrying out training and insertion programs into the world of work. In India, with the outbreak of the pandemic, social inequalities increased and women were the first victims. Thanks to the commitment to guarantee a better quality of life for women, Ikea in 2019 won the UN Women Award in the GenderInclusive Workplace category. A demonstration that by promoting respect for women it is possible to increase the value of your brand.

WHEN INCLUSION STARTS FROM THE OFFER But violence isn’t the only problem women suffer. In recent years, even the

acceptance of one’s own body represents a real discomfort, especially for oversized women. While most clothing brands have limited themselves to body-positive advertising campaigns, Old Navy, the Gap clothing brand, has gone further, creating Bodequality, a line of dresses for plus-sized women at the same price as ordinary sizes. This is an operation never done before and which allows women to find products easily and without feeling discriminated against. In fact, in stores, the models are available in all sizes: from extra-small to extralarge. For many years Old Navy has been producing clothing for curvy women, but only this year has it decided to aim with its line because it has seen potential in the over-size segment. To create the entire line, Old Navy experimented with its sketches on 389 women and subsequently made use of artificial intelligence technologies. “We saw an opportunity to significantly change the shopping experience for women by making it more inclusive regardless of size” said Nancy Green, President and CEO of Old Navy. Bodequality is not a one-off campaign - she specified -, but a complete transformation of our business at the service of our customers based on years of working closely with them to research their needs. The clothing was

“Addressing gender equality has been a priority in recent years. We need to have more women in the workforce in India for a fairer society” -Peter Beztel -

Retail

46% of our collaborators in all units are women. Ikea India recently said it was in favor of a new national law that protects commercial workers. All these initiatives make the brand increasingly sensitive to the female issue both in India and on the international scene.

advertised on billboards and monitors in New York and Los Angeles. In addition to US stores, Bodequality products can also be found online.

IKEA INDIA FOR FEMALE EMANCIPATION But you know, to win the trust of the public it is not enough to implement actions, but it is necessary to tell the best practices and in this sense, Ikea India represents a real model. In fact, since its foundation, the Indian division of Ikea has always moved to allow economic independence to women living in villages and suburbs. Working with non-governmental organizations, the Swedish brand has managed to give many women job training and today many of them collaborate in the creation of handcrafted products such as bags or carpets. “Addressing gender equality has been a priority in recent years. We need to have more women in the workforce in India

for a fairer society” said Peter Beztel, CEO of Ikea India. Also on the domestic front, Ikea India has fought for a balance of quotas between males and females and over 60% of the executives and almost

Retail

TRAVEL RETAIL

THE LATEST TRAVELRETAIL TRENDS IN THE TIME OF COVID By Matteo Melani Although restrictions due to the pandemic have drastically reduced travel, travel retail remains a segment of retail with great potential. If leisure travel has increased slightly compared to last year, business travel represents a catchment area to focus on in the short future. According to the latest World Travel & Tourism report Council, spending on business travel is expected to increase by 34% in 2022 and thus return to pre-pandemic levels. In particular, the countries of the Pacific and the Middle East will be the ones that will enjoy the most from the increase in spending by business travelers, also favored by events

such as Expo 2020 or the Chinese New Year (a holiday that offers commercial outlets in various countries of the world).

In short, an atmosphere of optimism that not even the restrictions due to the Omicron variant are stopping and has prompted several brands to carry out innovative campaigns. Like Lancôme, which has equipped its boutique located at the Hainan airport (China) with artificial

Retail

who has stayed at home. In recent times, travelers who go to duty-free shops to buy a gift for their children or their partner have increased. The United States is the country where the most gifts are bought, followed by Europe and Africa. This has prompted several brands to offer discount coupons for customers who often take the plane or travel long distances by train. However, there are those who have gone further, such as Marshall Retail Group, which recently opened an American souvenir shop inside the New York Hotel & Casino. The space reflects all the characteristics of the Marshall brand formats, that is, a characteristic pop décor and photos of the illustrations depicting the city of Las Vegas hanging on the walls. Inside the shop, you can find gift items, including T-shirts, sweatshirts, hats, shot glasses, socks and snacks, ideal goods for all kinds of shoppers.

intelligence devices capable of examining the skin of customers to find the most suitable treatments. Given the trend, some brands have even launched limited edition products or opened new stores. On the infrastructure front, there are those who took advantage of the closures to modernize their services. An example is the Dubai airport which with its stores has sold 26 million products, making it the most prolific in terms of sales. Doha airport (Qatar) has also revised its retail area, and celebrated its 21 anniversary with the setting up of 21 new points of restaurants and shops. Among the most evocative new features is the Viale di Lusso, a space with Dolce & Gabbana, Fendi, Valentino and Armani boutiques, and an Apple Store, the largest in Qatar. “Our structure offers brands the opportunity to reach a truly global audience. We are always looking to diversify our offering to curate memorable retail experiences” said Akbar Al Baker, Doha Airport Administrator. Therefore, the possibilities to offer new solutions are not lacking and 2022 promises to be a year of relaunch for the retail trade in transport structures.

BETWEEN NEW HABITS AND OPPORTUNITIES In addition to buying products to take on the road, those who are at the station or at the airport can take advantage of the wait to compare a gift for a loved one

BET ON YOUR OWN BATTLE HORSES: THE IDEA OF LIMITED EDITIONS But after almost 2 years spent between closures and bans, the trip represents a moment of lightheartedness and many people are tempted to spend. Based on this finding, last January Moncler launched its first line of perfumes in the

stores located inside the Doha airport, where in addition to testing the new fragrances, customers have the possibility to customize the containers to their liking, for example with their name or quotes. Porsche has also come forward with the creation of a limited series of sunglass products, available with a new capsule collection for global travel retail stores. The Ultimate Supreme limited series includes the P’8926 and P’8927 sunglasses, both of which reinterpret a boxy aviator shape with a slightly flatter and wider look. Therefore, with all the limitations of the moment, with a good strategy, it is possible to experiment with new forms of buying and selling for travelers. In chronological order, the latest opportunity concerns the Chinese New Year (which this year comes on February 1st) and which prompted Foreo to launch a collection of limited edition products that can be found in the participating stores of railway stations, subways and airports in China.

Retail

SOCIAL E-COMMERCE

Online sales, all the benefits of social E-commerce By Matteo Melani As social media subscribers continue to grow, business opportunities for manufacturers and retailers have improved. In addition to the promotion with ads or linked posts, social networks such as Facebook or Instagram allow consumers to purchase products directly from the marketplace.

It is an effective tool for increasing sales and giving the customer a comfortable, hassle-free shopping experience. In recent times, some brands have implemented advertising strategies for the trade of their goods on Instagram, such as the retailer of women’s jewelry Cluse which frequently involves its followers in the promotion of its products, or Burberry, which makes short videos to advertise its own products. According to a statistic from Accenture, by 2025 a number of industry sectors will be reaping the benefits of commerce on social networks, starting with clothing which will cover 18% of total social commerce, followed by electronic

products (13%) and home décor (7%). As for the beauty sector, Accenture expects slow but substantial growth, reaching 40% of total spending. Today social networks are establishing themselves as an increasingly advantageous channel, even for sales.

THE ADVANTAGES OF SOCIAL COMMERCE With the outbreak of the pandemic, social networks have become real entry points for a large part of online activities, starting from the search for information, entertainment and communication with friends or relatives. The increase in time

spent online has pushed social platforms to look for new business opportunities and social-commerce offers advantages in all buying and selling operations. The first benefit is immediacy, given that compared to ads with links, the purchase takes place directly on the channel without the hassle of having to direct buyers to the e-commerce site. Then, in addition to the product description, the user can learn more information by reading the comments and opinions of other buyers. And for sellers, social media allows businesses to get to know its target audience better, precisely because social networks have tools that can track the habits, tastes and behaviors of users who make purchases. Social e-commerce offers opportunities that can help every type of seller, from multinationals to small traders. Facebook Shop, with its incorporated messenger and whatsapp functions, is suitable for those who deal with customer assistance in addition to sales, while Instagram (which can also offer stories and videos) is suitable for those who intend to go allout on their advertising. A central sales strategy of Facebook and Instagram is their direct access, which allows people to promote products and respond to customer comments in real time. One brand that often uses this technique is PetShop, which frequently makes use of famous people and influencers. For already recorded videos, Tik Tok is undoubtedly a useful tool for the promotion of products of all kinds. In addition to big-influencers, it is used by Amazon Influencers, i.e. users who advertise products from Amazon on which they earn a percentage. Just a few years ago social networks were used primarily for visibility but now, with these new functions they have become effective sales channels.

Marketing

KINDNESS

Kindness marketing, the human face of sales and advertising By Matteo Melani In these times of uncertainty kindness is a winning strategy for building new relationships and relaunching a brand. Kindness marketing, that is the use of sales techniques based on kindness, is becoming more and more widespread. It is an ideal formula for every communication channel: from the physical realm (such as a shop or an advertising billboard) to online platforms (sites and social media). Holiday celebrations (Christmas, Easter, and pagan) are the most suitable for the marketing formulas of kindness. One example is Amazon’s video ad, which aired on TV between November and December 2021. The spot features a young woman tackling her everyday life, returning to a fairly normal routine after two years of the pandemic. The girl, however, appears worried and anxious, so her neighbor sends her a gift as a sign of solidarity. The

announcement underlines its message with the phrase: “Kindness. The greatest gift of all.” But kindness marketing is also a useful tool for small brands, especially for those operating in small territories.

KINDNESS MARKETING ON THE TERRITORY For manufacturers or retailers, kindness marketing helps you attract new customers and build the trust of repeat consumers. To implement a good kindness marketing strategy, you must first of all know the needs of your target audience so as to choose the most coherent technique. Surveys can be a very helpful

tool, as well as market research on the territory. As for kindness marketing initiatives, charity remains a formula used by many brands. Since 2018, Lidl has been collaborating with Banco Alimentare to recover surpluses from supermarkets and donate them to a network of local charitable organizations. These are items with damaged packaging or which due to aesthetic defects do not meet commercial standards, but which are still good and safe for the consumer. With the help of

Marketing

This kindness marketing formula works both to form a bond with the territory and to meet the needs of its buyers.

KINDNESS MARKETING ON SOCIAL For kindness marketing strategies aimed at residents, social media makes it possible to reach users all over the world, promoting their ideals and strengthening the identity of a brand. One example is Coca-Cola which on November 13 of each year celebrates World Kindness Day with posts on its Facebook and Instagram channels. The slogan of the last campaign was “Cheers to Kindness,” which got many likes and interactions. On the occasion of Martin Luther King’s birthday on January 15th, NBA Cares, a charity, and social promotion project of the famous basketball league, created a social campaign in honor of the celebrated leader of the American civil rights movement. The NBA commemorated Martin Luther King through posts of his famous phrases. Both initiatives aimed to promote the values which the two famous brands believe. its volunteers, Banco Alimentare collects products from points of sale and logistic entrances to distribute them free of charge to people in need through the delivery of meals and food products. It is a tangible commitment that strengthens Lidl’s bond with the local market. Lidl also adheres to MyFoody, a program combatting food waste by providing discounts of up to 50% on products close to expiry. Still at the front of relations with local communities, the latest initiations of The Central MK Shopping Center (located in the English city of Milton Keynes) reflect the cornerstones of kindness marketing. After its Thinking of You campaign (promoting the writing of letters to elderly people), the shopping center has offered its customers a free consultation at the Energie Fitness gym located a few steps from the mall. By presenting an MK receipt, shoppers can take a Boditrax scanner exam to ascertain their metabolic age (how old the machine thinks they are), body fat percentage, muscle mass and other body values. The Energie Fitness team will use the data to offer free personalized advice in terms of exercise, healthy eating tips, and advice for leading a healthier lifestyle.

Marketing

LUXURY

Luxury, news FROM a GROWING market By Matteo Melani Technological innovation, omnichannel strategies, experiences. Up until a few years ago the luxury market was considered a niche sector, today, while maintaining its exclusivity, it has followed the changes in recent years.

According to research by Bain & Company, the market for luxury goods and experiences grew by 15% in 2021 with a total value of 1,140 billion euros. The first change has to do with the internet, both in terms of communication and sales. Today, social networks are indispensable tools for anyone who wants to promote their products, including luxury goods. Brands related to clothing and jewelry are the ones that make the most of social platforms to promote their collections, for example Tiffany & Co., which leverages essential strategies for the promotion of its jewelry. Scrolling through Instagram you can see mostly short-lived photos and

videos. Youtube is another longer-format medium with great potential, so much so that on the Rolex channel you can find videos of events sponsored by the Swiss company such as the Australian Open. Of course, social networks are not the only online sales channels, there are also e-commerce sites: single-brand sites have gained ground on other types of online platforms and now account for 40% of the online segment, up from 30% last year. Physical stores continue to provide sales opportunities, even as consumers ask for a more direct shopping experience. Bain’s study suggests that formulas like click and collect and smartphone apps (to view

products or pay) will be all the rage in the coming years. As for new opportunities, Asia and America will be the first markets to recover in the luxury goods trade. In China, according to the study, trade will rise again in the second half of 2022 and from 2023 Japan is also expected to return to pre-pandemic levels. The situation is different in the United States, where citizens of smaller cities are taking an interest in luxury goods and contribute 89 billion euros in annual sales (31% of the global market). However, the restrictions due to the Omicron variant will have an effect on expectations. Between novelty and tradition, the luxury sector remains a commercial area of great opportunity.

Marketing

ADVERTISING

Advertising and innovation, the potential of NEW video platforms By Matteo Melani From the launch of new products to securing customer loyalty, video platforms provide many effective opportunities for anyone advertising their brand. By investing in digital platforms you can improve your bargaining power and become a leader in your market sector.

According to the latest Kantar Media & Trends report, the advertising market is increasingly interconnected and, with the potential offered by video platforms, is able to reach users of all ages and social categories. This applies both to channels that distribute exclusive new content as well as those that show existing content, so much so that last year they generated a turnover of 61 billion dollars and subscriptions fees of 173 million dollars. On the other hand, pay-tv allows users to watch content whenever they want, while traditional TV channels have a programmed schedule. Kantar’s interviews

show that two thirds of consumers who regularly connect to the internet (in 25 different countries) watch at least two hours of streaming content almost every day. The most-viewed content categories are TV series (especially among young people and young adults), films and sporting events. The boom in on-demand viewing has led large television groups to enter collaboration agreements with major digital platforms in order to offer greater content to their users. Within this innovative framework, what are the options for anyone who wants to invest in advertising? First of all, it

is necessary to rely on data collection agencies in order to get to know users better and customize the offer for your audience. As for advertising, each platform guarantees different opportunities. For example, on platforms such as Youtube and Hulu, short-duration videos with links to your site can be uploaded, while on other platforms that do not offer advertising (Netflix) you can focus on product placement, that is, on the placement of products in the television and movie scenes. When watching some series on Netflix you can see examples of product placement of different brands, for example in the TV series La Casa De Papel the Estrella Galicia beer was mentioned thirteen times and BQ and Lenovo were also featured; in Stranger Things, CocaCola and Cadillac were the most visible brands. There are many different opportunities for promotion on video platforms and, with the right strategies, large segments of the public can be reached.

Trends

GENERATION Z

Generation Z: what are the preferences of today’s young consumers By Matteo Melani Flexible, attentive, resourceful. Young people born between 1997 and 2010 prefer shopping solutions that reflect the present moment. and personal care products, the very young prefer products made with respect for the environment, for example jeans made of recycled material or creams that contain natural substances. A brand that is gaining acceptance among the members of generation Z is Dove, which for several years has been implementing marketing campaigns centered on the principles of a positive body image. The beauty brand’s campaigns cover countries all over the world, adapted for the different means of communication (eg magazines, social networks, TV). By browsing their site, parents and teachers can also learn tips for promoting self-esteem in children and teenagers. Generation Z represents a huge slice of the market, and, with the right tools, you can conquer tastes and preferences. According to the study “NFR 2022: Retail’s Big Show” members of Generation Z are the buyers most inclined towards hybrid commerce, which integrates the physical and the digital. The spending habits that young consumers adopted during the pandemic as a matter of necessity have now become routine and retailers are taking them into account. “While many of the consumers surveyed still recognize the added value of the traditional in-store shopping experience, there is a great expectation in terms of flexibility in building their shopping journey,” said Mark Mathews, Vice President of Research Development and Industry Analysis at the National Retail Federation. “This approach,” he

explained, “marks a fundamental change in consumer behavior.” In addition to wanting accessible markets, the desire for flexibility is also found in the luxury sector. In addition to Millennials, younger consumers consider the availability of flexible and interestfree payment options an added value in the purchase of luxury products, because it allows you to spread cost over time resulting in a more transparent shopping experience. Along with to the pandemic, social campaigns have influenced tastes in the choice of products, just think of the protests for a cleaner planet (like those led by Greta Thunberg), the struggles against racial discrimination, and the acceptance of one’s own body. Especially in clothing

Trends

MUSIC & BRANDS

Brand-extension in music, when artists become brands By Matteo Melani Until a few decades ago personalities from the field of music limited themselves to signing spokesperson contracts to advertise perfumes or clothing, but in recent times various bands and singers have founded their own brands to extend their name in areas beyond their own field. It is a brand-extension strategy that allows artists to reach a wider audience, even among those who are not fans. In fact, a brand allows you to communicate the values that a personality embodies with greater effectiveness than an advertisement. In addition to making records and giving concerts, famous singers are often the focus of gossip; they represent a musical style; they engage in social battles. In short, they play a leading role on a public stage which allows them to exert their influence in various sectors. A commercial brand allows the public to identify a character with specific values. One example is Selena Gomez who in 2020 founded the beauty brand Rare Beauty, which produces and sells cosmetics. Rare Beauty’s message is centered on

uniqueness and acceptance of one’s body. The company also raised funds to help make mental health support accessible to people who need it. More recently, the makeup brand has been moving towards sustainability as it is completely vegan and uses recycled packaging. In the music scene, other stars have also experienced brands collaborations. One that stands out is Madonna and her collaboration with H&M, after her M by Madonna line she also launched the Material Girl line in August 2010. Jennifer Lopez, on the other hand, was among the first to found her own clothing line (JLo by Jennifer Lopez), presented in official events and fashion shows. These types of initiatives have helped to relaunch the name of singers through

events other than musical ones, but still of international importance. With the outbreak of the pandemic and the suspension of concerts, entrepreneurial activities represented an opportunity for profit for many music figures, and for many fans it was a way to remain faithful to their idols.

Trends

THE INSIGHTS FAMILY

AN ANALYSIS INTO THOSE WHO FAVOUR PERSONALISATION Based on the Italy Recreation Report of 6 January 2022, this generation of kids are natural co-creators. We see this in the video games they play – three of the top five video games amongst tweens globally, such Minecraft and Roblox, provide tools for kids to create and customise their gameplay and ingame appearance.

Furthermore, the platforms they engage with mirrors this demand. The explosive growth of TikTok, now used by 30% of this demographic globally, can partially be attributed to the app’s tools which offer kids the ability to easily personalise and customise the videos they create. Naturally, we also see this demand emulated in the toy market – 54% of 6-9 year olds globally consider the ability to personalise a product integral to their purchasing decision. Having significantly risen over the last quarter, teens in Italy are now +18% more likely to report personalisation and customisation as being important to them since April, with older

Trends

To find out what other trends will be popular this year, The Insights Family launched their Future Forecast 2022 report. For the first time, the company is exploring not only kids and parents, but family ecosystems trends, based on Kids Insights™ and Parents Insights™ data. The report contains 10 predictions and trends which will impact advertising, content, licencing, marketing, product and retail strategies for brand owners. To download the full complimentary Future Forecast 2022 report, please visit: https://try.theinsightsfamily. com/futureforecast teens ranking this as the most important factor overall (48%). Across every age bracket we survey, LEGO ranks as the number one toy globally - a testament to how a personalised and fundamentally customisable play experience resonates with this generation of children. Analysing Kids Insights Persona Perspective shows that kids who favour personalisation and customisation are most likely to identify as ‘Curious Explorers’ (36%) and are therefore creative, imaginative and seek experiences and content outside of the norm. This suggests to brands that these kids are utilising the features as a form of expression that would be harder to accomplish in the real world. More introverted than the Curious Explorers, 21% of these kids identify as ‘Positive Personas’ and a further 20% as ‘Sensitive Souls’. For these kids, personalisation can encourage them to have the confidence to be who they want, which is especially relevant in the digital world where online identities can be masked. Direct-to-consumer models massively uphold the ability to personalise and customise aspects of a product by allowing brands to communicate directly with their audience. By tailoring products and content, brands have the opportunity to offer a more intimate and individualistic experience and therefore gain more insights about their audience. The market for personalised and customisable products is endless, encompassing industries such as toys and games for

younger kids, and digital and retail markets for teens. Nike, the number one brand amongst tweens globally, offer a customisable D2C shopping experience called Nike ID, whereby users can alter the colours on their shoes at point of purchase. In the US, tweens who state Nike as their favourite brand are +34% more likely than average to find personalisation integral to their purchasing experience. These foundations will only be enhanced in this space, offering a new way for kids to connect with their favourite toy brands. As technology such as 3D printing becomes more prevalent, combining this technology with a D2C

model creates even more opportunity for personalisation. Already, we have seen the application of 3D printing in the toy market. In 2021, Warner Bros. collaborated with Toybox to provide fans with the opportunity to print licensed toys based on their IP, including Batman – a top five character among 6-9 boys globally. Globally, Barbie, the favourite toy of 6-9-year-old girls, is already providing opportunities for customisation of their toys through attire choices. Why not allow customisation of the product at its core – a Barbie built around the appearance of the doll’s owner?

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