Licensing Magazine Spring 2025

PUBLISHING TRENDS BOLOGNA. THE EVOLUTION OF CONTENT FOCUS ON FRANCE

DEAR READER

Welcome to this new issue of Licensing Magazine. In a challenging period like the current one, we are excited to have produced this issue, rich in exclusive content and news, with an in-depth focus on the Bologna Children’s Book Fair and the 18th edition of the Bologna Licensing Trade Fair/Kids. This year, the Licensing Pavilion, which we have the pleasure to organize on behalf of BolognaFiere and located in the heart of the prestigious Book Fair, is particularly rich, as it has never been before. The integration and interaction between the publishing world and licensing, along with the development of two special business areas like the TV/Film Rights Centre and the Games Business Centre, have allowed Bologna to become a unique event of its kind, capable of uniting content, publishing, licensing, and media development. This synergy is perfectly synthesized in the rich program of the 5th edition of the International Kids Licensing Days welcoming over 60 international speakers to talk about the hottest topics for the industry.

However, this issue is not just for the numerous readers, friends, and partners who come to visit us in Bologna, but for the entire international licensing community that follows us online and at the major international events we attend. You will find exclusive interviews with international key players, an overview of upcoming novelties, current trends, an in-depth look at publishing and the French market, in addition to our section dedicated to the Focus on Asia, witha preview of the upcoming event we will attend in China in April, Licensing China in Shenzhen, where we will exhibit for the first time!

As always, enjoy and share!

PUBLISHER

BM Srl

EDITOR-IN-CHIEF

Cristina Angelucci

EDITOR

Rossella Arena

GRAPHIC DESIGN

Francesca Wolfler

SPECIAL THANKS TO Sofia Li Crasti, Serena Previderé, Kathryn Brand, Ben Miller, Nepal Campagna

PUBLISHING, ADVERTISING AND ADMINISTRATION

BM Srl - Via Po, 14 - 10123 Torino, Italy

Ph. +39 011 1921 1996 info@brands-media.com

PRINTING

TIPOLITOEUROPA DI BOTTO ANTONIO & C. SNC Via degli Artigiani, 17 12100 Cuneo (CN) - Italy

Cristina Angelucci

MOOMIN CHARACTERS

Moomin Mania: Product Launches and Thrilling

FEENIX GROUP

The Evolution of Gaming in the Licensing Industry

MAGIC LIGHT PICTURES

Magic Light Pictures shines a Light on Spring/Summer 25

RIGHTS AND BRANDS

Pippi, lifting Horses and breaking Rules since 1945

TULIPOP

Tulipop: the Nordic Brand for Kids and Parents

SANRIO

Sanrio’s Expanding Influence

MATTEL

on Mattel’s

RAINBOW

Wings, Waves, and Wonders: Rainbow’s Magical Journey in 2025

THE POKÉMON COMPANY

INTERNATIONAL

A 2025 of Outstanding Adventures

KINGS LEAGUE

Kings League conquers Italy

DOODLE PRODUCTIONS

Messy Goes to OKIDO: 10 Years of Fun, Science Adventures across Media

CICABOOM

Cicaboom embraces Manga Trends with New Collections

MOVIMENTI PRODUCTION

Miniheroes of the Forest, the Animated Series fostering Childhood Imagination

OUTFIT7

Talking Tom Heroes: Suddenly Super set to become a Household Name

TOAD CREATIVE STUDIOS

Book Licensing: transforming Stories into Experiences

MADHOUSE

Elevating Brand Experiences across Europe with Unforgettable Entertainment

TAICCA

Taiwan’s Creative Renaissance at BCBF and BLTF/K 2025

ENZO E PARTNERS

Mastering Success in the Asian Market

LICENSING CHINA

SHENZEN

Spotlight on Toy Trends at Licensing China Shenzen

THE SEVEN

THE SEVEN presents Quiztopia, a Dystopian Netflix Series

IFORM INC.

Tomarmon, spreading Positivity Worldwide

DYNOWISH

Dynowish’s Journey through Transmedia Storytelling

PENGUIN VENTURES

Peter Rabbit’s Endless Charm KIDS

Discovering

CARTOON MOVIE

Cartoon Movie: Expanding IP Horizons Beyond the Films

PUBLISHING

French Publishers redefining Children’s Literature

THE

ARTS

When Illustration goes beyond Books

TV/FILM AND GAMING

Audiovisual and Gaming. From and back to the Page

NEW YORK TOY FAIR

Hottest 2025 Toy Trends revealed at New York Toy Fair

PRODUCTS OF CHANGE

The Future of Toys: Innovation, Sustainability, and the Magic of Play

BRANDMATE

BRANDmate’s 4th Edition, elevating Collaboration and Innovation

SHOPTALK EUROPE Loyalty Redefined

LICENSING CON LATAM Why Brazil is the Leading Force of Latin American Markets

SHARJAH ANIMATION CONFERENCE (SAC) A Vision for Engagement and Collaboration

MOOMIN CHARACTERS

Moomin Mania: Product Launches and Thrilling Initiatives Celebrate 80th Anniversary

The Moomins turn 80 in 2025, marking a significant milestone since their debut in 1945. Tove Jansson’s stories of inclusion, kindness and belonging have touched generations around the world. The theme of the celebrations is “The Door is Always Open” and fans old and new are invited to take part in various events and initiatives throughout the year.

It’s time to celebrate for Moomin Characters, marking 80 amazing years of success since the debut of the first Moomin story in 1945. The celebrations started in October 2024: to honor Moomins’ rich history, Moomin Characters unveiled a series of initiatives and events under the overarching theme “The Door is Always Open” – including charitable fundraisers, fan competitions, books, a new film, product launches, and much more.

Moomin Characters and the master agency Rights and Brands encourage fans, licensees and partners to join the global festivities, with new opportunities and collaborations to celebrate the lasting legacy of Tove Jansson’s characters throughout 2025.

“As we celebrate 80 years of Moomin, it’s a privilege to carry forward Tove Jansson’s legacy of inclusivity, creativity, and compassion” shared James Zambra, Creative Director and Thomas Zambra, Head of Business Development

at Moomin Characters Ltd. “The theme ‘The Door is Always Open’ reflects the universal values at the heart of the Moomin stories. We are excited to see how fans around the world will embrace these timeless messages through the

exhibitions, Moominhouse competition, and new collaborations we have planned throughout the year”.

and Thomas Zambra

James

A Tribute to Tove Jansson Celebrations start with a revisiting of Tove Jansson’s inaugural tale, The Moomins and the Great Flood, where the Moominhouse symbolizes shelter, comfort, and security – timeless concepts that stand still and even more relevant today. With this tribute to Jansson’s great legacy, this anniversary stands as a commitment to keeping on sharing her values of creativity and compassion worldwide.

Two major exhibitions in Jansson’s home country highlight the celebrations, providing a rare look into her life and artistic expression, previously unexplored. Filling two floors of the Helsinki Art Museum (HAM), Tove Jansson: Paradise takes an in-depth look at the artist’s public paintings and the preparatory studies previously unseen by the public. Moreover, a prestigious exhibition at the Architecture and Design Museum in Helsinki in October 2025, showcasing Jansson’s unique approaches to architecture and

Tove Jansson’s Forest of Drawings at ASCE, Hong Kong

design and how she masterfully crafted both imaginary and physical spaces, will culminate this year of celebrations.

After Tove Jansson’s Forest of Drawings at ASCE, Hong Kong (November 22, 2024 - January 5, 2025), several other dedicated exhibitions are scheduled throughout 2025 and beyond, including: From Moomin to Chop Chop at Waldemarsudde, Stockholm (February 15 – August 17, 2025); Artist Life, a biographical exhibition on Tove Jansson,

at Tampere Moomin Museum (April 19, 2025); The Moomin Valley at Łódź’s SEMAFOR Studio, Poland (May 22 –November 23, 2025); and a touring Moomin exhibition at Mori Arts Center Gallery, Japan (July 2025 – June 2027).

My Moominhouse Competition

In tandem with the anniversary theme, Moomin Characters invites fans of all ages to participate in the global My Moominhouse Competition. Participants are encouraged to construct their own versions of the Moominhouse as a sanctuary for fun and celebration, reflecting the core value of inclusivity. Submissions can be presented in any creative medium, and will be showcased in an online gallery.

To join the competition, participants can submit their creations through the Moomins’ official website: https://www. moomin.com/moomin80/ competition. The deadline for entries is April 30, 2025.

An expert jury of artists, Moomin experts, and enthusiasts will evaluate the submissions and award prizes for the most inspiring works. The winners will be announced on May 28, 2025.

Tove Jansson: Paradise at HAM. Photo: © Linus Lindholm / Moomin Characters

Exciting Product Launches

In 2025, Moomin Characters will collaborate with renowned fashion retailers and designers to launch new

collections, inspired by Moomins’ timeless identity while reaching new audiences with gifts and lifestyle products.

Notable partnerships include an exclusive collection with Urban Outfitters, which debuted in November

2024, bringing an exclusive collection of Moomin-branded products into all the 195 stores in the United States. Finnish furniture designer Artek, founded in 1935, and Moomin Characters celebrate their dual anniversary with the launch of a new Artek + Moomin collection. Available from March 2025, the reimagined Aalto products feature early drawings by Tove Jansson.

Moreover, collaborations include fashion house Acne Studios, CASETiFY, Rue De Tokyo, MarMar Copenhagen and, special anniversary collections from Moomin Arabia and more.

Japanese designer Tao Kurihara debuted a Tove Jansson-inspired runway collection, to be followed by a Moomin-inspired collection launching in 2025, for tao by Comme des Garçons

Artek

Comme des Garçons

Acne Studios

The Summer Book becomes a movie!

Adding to the excitement of 2025, a much-anticipated adaptation of Jansson’s cherished novel, The Summer Book, directed by Charlie McDowell, will hit screens following premieres at prestigious film festivals, including the BFI London Film Festival and AFI Film Fest in October 2024. Set on a small island in the Gulf of Finland, The Summer Book movie promises to capture the essence of friendship through the unique story of a young girl and her grandmother, played by eighttime Academy Award nominee Glenn Close.

New Publishing Releases

To celebrate the 80th anniversary, Jansson’s iconic stories – from the Moomin series to her most popular adult novels – will become more widely accessible. Jansson’s heritage will be celebrated through special anniversary editions and new titles, including: Alice’s Adventures in Wonderland by Lewis Carroll, illustrated by Tove

Jansson, published on October 29, 2024, by New York Review of Books; The World of Moominvalley - Anniversary Edition, released in September 2024 by Macmillan Children’s Books UK; The Moomins and the Great Flood - Anniversary Edition, featuring a foreword by Frank Cottrell-Boyce, which will be available in Spring 2025, from Sort of Books and Drawn & Quarterly; Wild Guests (Moomin), part of the Little Golden Book series, released in January 2025 by Penguin Random House US; the picture book Moominpappa and the Great Flood, published in January 2025 by Puffin Books, imprint of Penguin Random House UK; The Moomins Find a Home Pop-Up Book by Elena Selena, released in February 2025 by Macmillan Children’s Books UK and Boxer Books US. Moreover, deluxe high-end hardcovers of the original Moomin novels by Tove Jansson are set for release in Fall 2025 by Drawn & Quarterly, as well as What is a Moomin?

An Illustrated Guide in 100 Objects, set to be published in September 2025 by Macmillan Children’s Books UK, and A

Year in the Moominhouse, slated for release in October 2025 by Macmillan Children’s Books UK.

A longstanding partnership with the Red Cross

In a time when many people worldwide lack access to adequate care and safety, Moomin Characters and The Red Cross have extended their longstanding partnership to gather funds for those in need across 15 countries.

Part of the proceeds from selected Moomin products will be donated. Furthermore, Moomin Characters has pledged a total of €100,000 to selected Red Cross Societies to further their efforts in crisis relief and community resilience-building.

For the anniversary year, Moomin Arabia has also partnered with The Red Cross in various countries. Special collections created for the partnership will include a donation section to support the humanitarian work of the International Federation of Red Cross and Red Crescent Societies (IFRC).

Moomin Arabia will also join the Red Cross in Japan at the Osaka Expo in April, an event that brings together people and innovations from around the world to address issues facing humankind globally.

The Moomins and the Great Flood Anniversary Edition

Emily Matthews and Glenn Close in ’The Summer Book’

Photo © Linus Lindholm

Spotlight on Sustainability

Tove Jansson’s love for nature, along with her stories of kindness, respect, and togetherness, are at the center of Moomin Characters and the master agency Rights & Brands’ daily work. Aiming to partner with brands and licensees that share their vision for a

To stay updated on Moomin 80 celebrations, including more announcements on exhibitions, product launches, and charitable initiatives, please visit www.moomin.com/moomin80

Visit the Moomin 80 landing page!

greener, more thoughtful future, they are committed to create products that not only please the eye but also have a gentle impact on the planet – items made with care for both today and tomorrow.

Every mug, pencil, and hat produced leaves a mark, much like footprints in fresh snow. While expanding the Moomin world, the companies are dedicated to ensuring that their impact is both intentional and gentle. Their primary goal goes beyond merely meeting standards: it focuses on understanding how to continually improve sustainable practices and contribute positively to the planet.

The Rights & Brands Environmental Impact team is dedicated to integrating sustainability into every decision, focusing on transparency, sourcing better materials rooted in Nordic values, and reducing waste. Their goal is to create licensed products that are durable, designed to be treasured for years, and considerate of both people and the earth. Being aware that sustainability is a journey – sometimes messy, always hopeful, and far from complete – Rights & Brands and Moomin Characters are keen to learn, adapt, and gradually grow alongside its partners step by step.

Plans and Updates for 2026: Comet in Moominland

In 2026, the artwork focus will turn from Moomin 80 to the Moomin novel, Comet in Moominland, which revolves around the theme of courage. Originally published in 1946, Comet in Moominland continues the adventures of the first Moomin story, introducing a dramatic twist when a comet threatens the very existence of Moominvalley.

In the following years, Moomin Characters will devote each year to delving into themes and artwork from the novels in chronological sequence, opening new artwork categories for licensees and partners.

FEENIX GROUP

The Evolution of Gaming in the Licensing Industry

Licensing Magazine recently interviewed Michelle Perez Barruos, General Manager of Feenix Group, Madrid. The conversation explored the latest developments of gaming in licensing, emphasizing its growing role as a key asset in shaping content strategies and expanding fan engagement across various properties.

How has gaming evolved into a strategic asset for content development and fandom building, beyond its traditional role in brand strategies? Consider this: the gaming industry surpassed $239 billion in revenue in 2024, and more importantly, over 3.3 billion people worldwide play games, and for players, gaming has evolved from niche entertainment to a mainstream social activity, with over 45% of players citing “spending time with family” as key motivation. This shift has led to gaming experiences that act as both entertainment hubs and marketing platforms. A great example is Paddington: Mission Marmalade, developed by Feenix Group in collaboration with Studiocanal and Sony. In this Roblox experience, we integrated an in-game cinema where players could watch the trailer, creating a seamless link between the digital world and the film’s marketing campaign. Instead of simply promoting

Michelle Perez Barruos

the movie, we built an immersive world where fans could interact with Paddington, reinforcing their connection with the character in a meaningful way. With a user base of 89 M Daily Active Users, Roblox has emerged as the new virtual playground where many Gen A and Gen Z are spending their time - with the average Roblox Daily Active user spending 16-17 hours per week on it!

This type of integration is a testament to how gaming now plays a strategic role in fandom building, offering not just engagement but also new distribution channels for content. Brands that recognize this shift are finding new ways to extend their IPs into interactive

storytelling and social experiences, making gaming an essential part of their long-term strategy.

What opportunities does transforming IPs into gaming experiences offer for engaging kids, teens, and young adults?

Gaming has revolutionized how younger audiences engage with content, offering interactive, social, and immersive experiences that go beyond passive entertainment. Gen Alpha and Gen Z spend more time gaming than watching traditional TV. For them, gaming is not just a pastime—it’s a core part of their social life and digital identity. For example, I’ve been working with the

“This type of integration is a testament to how gaming now plays a strategic role in fandom building, offering not just engagement but also new distribution channels for content. Brands that recognize this shift are finding new ways to extend their IPs into interactive storytelling and social experiences, making gaming an essential part of their long-term strategy”.

“Gaming has revolutionized how younger audiences engage with content, offering interactive, social, and immersive experiences that go beyond passive entertainment. Gen Alpha and Gen Z spend more time gaming than watching traditional TV. For them, gaming is not just a pastime—it’s a core part of their social life and digital identity.”

French animation company Millimages in licensing their upcoming Molang mobile game, which will be the first of its kind for the IP. The game represents a significant step in bringing the brand into the interactive space, allowing fans to engage with Molang in a way that extends beyond traditional content formats. By integrating gameplay elements that align with Molang’s core themes of positivity, friendship, and creativity, we’re creating an experience that doesn’t just appeal to existing fans but also introduces the character to new audiences.

This type of expansion is critical for IPs looking to remain relevant across generations. Younger audiences are drawn to brands that offer interactive, evolving experiences rather than static content. Mobile gaming, which accounts for more than 60% of all gaming revenue, provides continuous engagement through updates, seasonal content, and social interactions, making it one of the most effective ways to keep a brand top of mind.

Beyond engagement, gaming also unlocks new monetization and licensing opportunities, from in-game purchases, digital collectibles, and brand collaborations to live in-game events. With platforms like Roblox, Fortnite Creative, and other UGCdriven ecosystems, kids and teens are not just consumers—they are content creators themselves. This shift means that brands must embrace interactivity as a core strategy rather than an afterthought. Ultimately, transforming IPs into gaming experiences is not just about reaching younger audiences—

it’s about building long-term brand relationships that grow and evolve alongside them.

How do changes in storytelling approaches enhance the adaptation of iconic brands into the gaming space?

Storytelling in gaming is no longer a oneway narrative—it’s interactive, playerdriven, and constantly evolving. This shift has reshaped how iconic brands enter the gaming space, requiring them to move beyond linear storytelling and embrace experiences where fans have agency and ownership over the narrative.

Unlike traditional media, where audiences consume a story from start to finish, gaming allows for nonlinear exploration, world-building, and emergent storytelling. This is particularly relevant for sports franchises, where fans expect to play an active role—whether it’s managing a team, customizing their experience, or participating in digital collectibles and esports events. The shift toward live-service gaming and season-based storytelling has also given brands the ability to maintain long-term

engagement, ensuring their stories continue evolving rather than being confined to a single launch. Moreover, historical and educational IPs are finding new life in gaming, demonstrating that interactive storytelling can be applied beyond entertainment. For instance, my work with Leonardo da Vinci Codex explores how historical content can be reimagined in the gaming world, making centuries-old knowledge accessible and engaging for modern audiences. These types of projects showcase how gaming is expanding the boundaries of storytelling, allowing brands and cultural assets to remain relevant in new and innovative ways. The key to successfully adapting brands into gaming is understanding that players are not passive consumers—they are co-creators of the experience. This mindset shift is what makes gaming one of the most powerful storytelling platforms available today.

In what ways can the innovations in gaming drive new licensing opportunities and reshape the

licensing industry’s landscape?

Gaming is redefining licensing, shifting the focus from physical merchandise to digital experiences, virtual goods, and live-service ecosystems. The market for in-game purchases is expected to reach $74.4 billion by 2025, reflecting how digital content has become a primary revenue driver for brands.

At the same time, game-born IPs are now leading licensing strategies across multiple categories. Titles like Trivia Crack and Atomic Heart, which I’ve worked on, are transitioning from digitalfirst brands into consumer products, media extensions, and interactive experiences. This is a reversal of the traditional licensing model, where IPs originated in film, TV, or publishing before expanding into gaming. Today, many of the most valuable IPs start in gaming and later expand into mainstream media, merchandise, and collaborations.

“Gaming is redefining licensing, shifting the focus from physical merchandise to digital experiences, virtual goods, and live-service ecosystems. The market for in-game purchases is expected to reach $74.4 billion by 2025, reflecting how digital content has become a primary revenue driver for brands.”

About Feenix Group

With decades of experience across sports, marketing, and esports, Feeniz Group transforms opportunities into groundbreaking results. With a direct and result-driven approach, their team is dedicated to offer professional services designed to empower brands and talents - all while keeping things fun and engaging! For any further information, visit https://feenixgroup.com/

MAGIC LIGHT PICTURES

Magic Light Pictures shines a Light Spring/Summeron25

Oscar-nominated production company Magic Light Pictures is striding into 2025 with a revitalised programme of licensing and promotional initiatives across its beloved family properties, which include evergreen The Gruffalo and preschool favourite Pip and Posy.

After riding the tide of success over Christmas, half-hour animated special Tiddler made a big splash with viewers when the BARB 28-day figures were confirmed. The consolidated figures confirmed that an audience of 7.3m tuned in to the film, giving Tiddler the highest audience share on BBC One for a Magic Light Christmas special since The Gruffalo in 2009.

Adapted from the picture book by Julia Donaldson and Axel Scheffler, Tiddler told the story of a little fish with a big imagination who gets lost in the ocean until he’s saved by his own storytelling. Voiced by a stellar cast including Hannah Waddingham, Lolly Adefope and Rob Brydon, the film was Magic Light’s twelfth Donaldson/Scheffler adaptation.

The entire back catalogue of Magic Light’s Donaldson/Scheffler adaptations

were also repeated on BBC One over the festive period to great success. The specials performed 20% up year on year, with every film attracting over a million

viewers and The Gruffalo’s Child, The Smeds and The Smoos and Tabby McTat securing around 2m viewers each. They are all still available to view on BBC iPlayer

Poised to consolidate on this success throughout 2025, Magic Light is implementing a renewed programme of activity for the brands. Supermarket giant Sainsbury’s is highlighting its apparel collection for The Gruffalo and Friends in March with aisle-end POS across 150 stores and costume character visits in selected stores. Other major supermarket chains are also coming on board for Spring/Summer 25 with Tesco launching a new clothing range and Asda introducing a nightwear and footwear collection.

For the very smallest fans, high-street maternity and babywear retailer Jojo

Stick Man Trail

The Gruffalo

Jersey blanket by Boots

Maman Bébé is adding a range of wooden toys to its adorable Gruffalo collection and leading health and beauty retailer Boots has also launched a new range of Gruffalo babywear, bath wear and bedding from Character World to keep the littlest Gruffalo-lovers cosy and snug.

Looking to clean up in multiple grocers, the UK’s No 1 handwash brand Carex is adding two new products to complement its deliciously-scented forest fruits Gruffalo handwash. A Fiery Fresh Zog handwash and a Room on the Broom Magic Potion handwash join the fragrant and fun range.

For families eager for outdoor activity, there is a chance to join a new forest adventure as the much-loved character Stick Man returns to activity trails in 26 Forestry England sites this year. Following Stick Man on his journey as he tries to get back to his family tree, the interactive trail allows families to enjoy his wonderful world as they complete stick-based activities, and learn some “tree-mendous” facts.

2025 is also set to be a roaring year for Zog as the brand celebrates its 15th anniversary. Magic Light will be working closely with Scholastic Children’s Books to encourage children to “Be more Zog” and a programme of celebration is planned at Warwick Castle where fans can take part in anniversary activities and meet Zog in person as the character makes special appearances.

Expanding Pip and Posy Meanwhile, Magic Light’s award-winning and BAFTA-nominated preschool property Pip and Posy continues to resonate with its audience as one of the most-watched preschool shows on Channel 5’s Milkshake! and Sky Kids

The first ever preschool series from Magic Light, Pip and Posy is inspired by the hugely popular books from award-winning illustrator Axel Scheffler published by Nosy Crow. It continues Magic Light’s 16-year association with Axel, which has produced two series of Pip and Posy, a spin-off educational series – Pip and Posy Let’s Learn - and twelve high-profile animated specials

including the afore-mentioned The Gruffalo, Zog and, most recently, Tiddler, and the International Emmy awardwinning Tabby McTat

Magic Light holds the global distribution and merchandising rights to Pip and Posy (excluding publishing, which is held by Nosy Crow) and has launched a full consumer products programme to complement the property. Products already available at retail include a full master toy range from partner Bandai, tie-in publishing from Nosy Crow, puzzles from Ravensburger, compilation magazines with Kennedy Publishing, online gifting from Star Editions, apparel with Blues Group and nightwear with Aykroyds/TDP. Plus, more products to come with socks from Misirli, home décor with Stickerscape, further apparel with Brand Alliance and audio toys from Tonies. In 2025, Magic Light is futher expanding Pip and Posy into categories like stationery, roleplay and arts and craft, as well as soft lines. Earlier this year, the company presented the brand to buyers and licensees at the Brands and Retail UK Winter 25 Screenings to drive further licensing growth both in the UK and beyond.

Tiddler

Tabby McTat

RIGHTS AND BRANDS

Pippi, lifting Horses and breaking Rules since 1945

“Time for a celebration! We’ll celebrate until Villa Villekulla’s roof flies off!” In 2025, Astrid Lingdren’s most beloved superhero, Pippi Longstocking, turns 80. It is more important than ever to face the world as Pippi does – with the strength and courage to break norms and take the side of the weak against bullies and abusers of power.

Astrid Lindgren’s popular character Pippi Longstocking shows us that we always have the choice to help each other and make the world a little better, a little more just.

Pippi is not only the strongest girl in the world. She is a symbol of freedom, strength, kindness, courage and justice. A rebel who uses her superpowers

wisely and never abuses her power. She stands up against what is wrong. Thanks to that, she has changed the world for the better since 1945. Pippi may be very strong, but she can’t do the job entirely on her own.

Pippi celebrates 80 Years!

During the 80th anniversary year, The Astrid Lindgren Company wants to use

Pippi’s strength to encourage everyone to discover their own Pippi power, and make the world a better place. The Be more Pippi concept offers partners and licensees a toolbox with communication materials, anniversary badges, and other content to inspire and guide them to be a part of this fantastic adventure.

The anniversary will be celebrated with global events throughout the year and a wide range of new product launches, such as TePe toothbrushes, SIA Glass ice cream, BonBon NYC Candy sweets

Pippi Longstocking x SIA Glass Ice Cream

and pasta from Kungsörnen. Swedish artist Laleh released a brand new Pippi Birthday song called Hooray!, which will be followed up by an animated music video to be released on Pippi’s birthday in May.

The Be More Pippi concept can

also be featured in anniversary exhibitions and serve as a theme in libraries and schools. With the help of communication materials along with sharing Pippi’s 80-year history, the aim is to inspire everyone to ask themselves how they can be more like Pippi – what would Pippi have done?

About Rights & Brands

Rights & Brands is a Scandinavian agency promoting art, literature and design brands that aim to inspire a global audience with stories and a vision for a better world.

Representing a wide portfolio of authors, books and brands for licensing and literary rights, it is the new licensing master agent for Astrid Lindgren’s characters, including Pippi Longstocking and Emil in Lönneberga.

Find Rights & Brands at the Bologna Licensing Trade Fair/ Kids 2025, Hall 29, Mall 2, Stand F2. For more info, please visit rightsandbrands.com

Astrid Lindgren and the Origins of Pippi

Astrid Anna Emilia Lindgren was born on the 14th of November 1907 on the farm Näs outside Vimmerby, in the county of Småland, Sweden, and died on the 28th January 2002 in her home on Dalagatan 46 in Stockholm. The story of Pippi Longstocking began when Astrid’s daughter, Karin, fell ill and asked her mother to create a story about a remarkable girl. In response, Astrid invented Pippi, a character unlike any other. The enchanting tales captivated children, leading Astrid to submit her manuscript to a competition organized by publisher Rabén & Sjögren. Upon winning, the first Pippi Longstocking book was released just in time for Christmas 1945, illustrated by Ingrid Vang Nyman. This marked the beginning of Pippi’s journey as one of the most iconic characters in children’s literature. With an impressive oeuvre comprising 34 chapter books and 41 picture books, Lindgren sold over 170 million copies of her works, translated into more than 100 languages. The Swedish author was also a committed humanist who advocated for children’s rights, equality, and animal welfare, embodying the values she championed through her characters.

Astrid Lindgren © Jacob Forsell

Tulipop: the Nordic Brand for Kids and Parents

It takes two best friends, a spark of inspiration, and a touch of magic to create something remarkable. Founded in 2010 by friends Signý Kolbeinsdóttir and Helga Árnadóttir, Tulipop was born from their desire to create a world that captivates both kids and the inner child in every adult. Their vision was a sophisticated, beautiful, and fun universe that sparks curiosity, celebrates friendship, and embraces diversity.

Signý Kolbeinsdóttir, a product design graduate, began illustrating whimsical creatures and worlds, which quickly gained popularity in Icelandic design stores. Recognizing its broad appeal, she and Helga Árnadóttir expanded Tulipop into a global brand, bringing its enchanting landscapes and characters to life through merchandise, books, games, and, most notably, an animated TV series and seasonal TV films. With a compelling mix of enchanting storytelling, unique character appeal, and premium merchandising opportunities, Tulipop presents an exciting proposition for licensing professionals looking to tap into a dynamic and expanding universe.

Welcome to the World of Tulipop From lush forests and sparkling rivers to mysterious caves and magical mountains, every corner of Tulipop is brimming with details that invite exploration and adventure. Each character—whether it’s the shy and thoughtful Bubble or the mischievous and playful Gloomy—has a distinct personality and backstory, adding depth and heart to this whimsical universe. But Tulipop is more than just a visually enchanting world. It offers endless storytelling possibilities, with every character and setting contributing to an immersive universe filled with adventure, humor, and valuable life lessons. The blend of warmth, humor, and meaningful

TULIPOP

Helga Árnadóttir and Signý Kolbeinsdóttir, founders of Tulipop

themes creates a space where children can absorb important lessons while embarking on fantastical adventures. This seamless combination of stunning visuals and heartfelt narratives makes Tulipop a globally appealing brand, captivating young audiences and families alike.

A 360-Degree Brand on the Rise Tulipop’s animated series, Tulipop Tales (52 x 7’), has achieved an impressive global reach, currently available in eight languages and distributed in over 30 countries through major broadcasting partners such as RAI, TF1, and MBC Further strengthening its presence, a new series of seasonal TV specials (3 x 30’) has been commissioned by Nordic public broadcasters, set to premiere in theaters and on television in 2026. A key strength of the Tulipop brand is its ability to resonate with families. According to Sherbert Research, parents have praised Tulipop Tales for its engaging storytelling, strong character development, and valuable life lessons. Many parents noted that their children are deeply connected

with the characters, recognizing their own emotions and experiences within the stories. This type of authentic audience engagement creates a strong foundation for licensing success, as emotional affinity often translates into product demand.

Beyond the screen, Tulipop already has firmly established itself in licensing and merchandising. Its imaginative and high-quality products bring the Tulipop universe into children’s everyday lives, further strengthening the brand’s connection with its audience.

Award-Winning Design and Merchandising

From plush toys and accessories to magical lamps and décor items, Tulipop’s award-winning designs have been widely recognized within the industry. The brand has received accolades such as the Junior Design Award and the Smallish Design Awards and was nominated for the prestigious LIMA Award.

Each Tulipop product embodies the whimsical charm and artistry that defines the brand. By combining highquality materials with intricate details and storytelling elements, every item becomes a tangible piece of the Tulipop universe. This aligns perfectly with current retail trends, where the demand is for brands that resonate with boys and girls across all age groups—from preschoolers to tweens and teens. Fans of all genders and ages can bring their favorite characters to life through soft toys, stationery, and home décor, making Tulipop more than just a brand—it’s a lifestyle.

A Bright Future for the Tulipop IP

As Tulipop continues its upward trajectory, new opportunities in licensing, digital engagement, and experiential brand extensions are emerging. With an expanding content library, increasing global exposure, and a growing fanbase, Tulipop is primed for partnerships across multiple sectors.

For licensing professionals looking for a fresh, scalable, and emotionally resonant IP with international appeal, Tulipop presents an exciting investment. Its mission remains clear—to spread joy, inclusivity, and the magic of storytelling to children everywhere.

Tulipop x 66°north apparel

For further information, please visit: tulipopworld.tulipop.com

Tulipop Mini Plush collection

Tulipop’s main characters: Maddy, Bubble, Fred and Gloomy

SANRIO

Sanrio’s Expanding Influence

The beginning of 2025 already confirms that Sanrio’s time in the spotlight is far from over and that the company has evolved into a versatile lifestyle brand, spanning industries and demographics.

Sanrio’s influence continues to expand across industries, proving that its beloved characters remain as relevant and impactful as ever. From high-profile fashion collaborations to exciting new ventures in gaming and education, the brand’s presence is stronger than ever.

Hello Kitty And Friends

Hello Kitty continues to be Sanrio’s flagship icon. Its recent collaboration with Fender, featuring a pink

Stratocaster guitar, apparel, and a gig bag, highlights Hello Kitty’s versatility and ability to surprise consumers in fresh, unexpected ways. However, Hello Kitty’s friends, Kuromi and My Melody, are now taking the spotlight as well. Partnerships such as Lazy Oaf’s My Melody collection and Giochi Preziosi’s Hello Kitty and Friends range highlight the growing popularity of these characters. This is reflected in the Sanrio Characters Ranking, one

of the company’s most anticipated annual events. Each year, from April to May, fans cast millions of votes for their favorite characters. Last year’s edition saw nearly 60 million votes, underscoring how many of these onceniche characters are rapidly becoming the next big stars.

Starting this spring, Puma has launched new collections featuring hoodies, tank tops, leggings, and trainers adorned with Hello Kitty, as well as My Melody

Puma x Hello Kitty And Friends

Fender x Hello Kitty

and Kuromi, who are celebrating their 50th and 20th anniversaries, respectively. This collaboration, backed by a comprehensive 360° marketing campaign, has expanded the range of opportunities for consumers to engage with My Melody and Kuromi, who this year will also debut in a new stopmotion animated series premiering on Netflix starting from July.

Education and Gaming Expansion Sanrio’s success now extends far beyond fashion and into the digital world. The partnership with the global learning and engagement platform Kahoot! has introduced educational games infused with the charm of Hello Kitty And Friends and Mr. Men Little Miss characters. Designed to foster skills such as communication, collaboration, and cultural awareness, these interactive games bring Hello Kitty, My Melody, Kerokerokeroppi, and more into classrooms and homes worldwide, making learning engaging

BLACKPINK

and memorable for fans of all ages. Still in the gaming world, February saw the launch of Hello Kitty Island Adventure, a cozy game for Nintendo Switch at the top of the digital bestseller chart for several weeks – just the latest installment in Hello Kitty and Friends’ foray into gaming. Earlier, in January, Minecraft introduced a special DLC that allowed players to create their own farm, grow crops, and raise adorable animals alongside Sanrio characters.

Celebrities love Sanrio!

The popularity of Sanrio characters is further reinforced by the evergrowing list of celebrities embracing them. Grammy Award-winning artist Sabrina Carpenter was spotted in a Hello Kitty snowsuit by Forever 21, while in February, Kylie Jenner threw the ultimate Hello Kitty And Friends birthday party for her daughter Stormi, held in Hello Kitty, Kuromi, My Melody and Cinnamoroll-themed tents. More recently, Black Pink’s Jennie appeared wearing GCDS’ Hello Kitty cup bra in the music video and promotional poster for her new single Like JENNIE. Once again Hello Kitty showcases its ability to transcend age groups and appeal to

kids, young girls and women. Moreover, British actor Leo Woodall appeared in a photoshoot wearing a Mr. Cool T-shirt, part of a collaboration with Comic Relief for the 40th edition of Red Nose Day. The initiative, launched by the British charity, harnesses the power of entertainment to combat poverty – as well as a special collection featuring Mr. Men Little Miss characters, with proceeds going toward improving the lives of children and young people in the UK and worldwide.

Mr. Men Little Miss

In February, Mr. Men Little Miss partnered with the independent, awardwinning tea company Bird & Blend Tea, which created a selection of tea blends inspired by Mr. Happy and Little Miss Sunshine

While Britain remains the brand’s strongest market, in recent years its international relevance has grown significantly. At the end of 2024, the upcoming animated series was announced: currently in development by Watch Next Media, the preschool comedy series will consist of 78 7-minute episodes in 2D. Further cementing its global appeal, Australian luxury brand Maison de Sabré has designed a premium collection featuring seven designs across its bestselling MAISON de SABRÉ Charm range, including the SABRÉMOJI™ Charm and Coin Purse collections, inspired by Mr. Men Little Miss characters. By blending the playful essence of the IP with Maison de Sabré’s signature silhouettes and exceptional materials, this collaboration offers a nostalgic yet sophisticated collector’s item – further solidifying the brand’s critical role in Sanrio’s future.

Maison de Sabré x Mr. Men Little Miss

Jeannie wearing GCDS’

Hello Kitty top bra

Leo Woodall, testimonial for TK

Hello Kitty And Friends DLC for Minecraft

MATTEL

Spotlight on Mattel’s Broadening Universe

Licensing Magazine joins Mattel in celebration of their rich history and journey, exploring the achievements of some of the world’s most iconic intellectual properties, as well as their evolution into beloved transmedia franchises.

Over the last 80 years, Mattel has been shaping kids’ playtime with remarkable success, managing to transform its iconic properties into everlasting treasures, capable of an extraordinary adaptability to the changing media landscape.

Brands like Hot Wheels, Barbie, and Monster High have undergone significant transformations, achieving various milestones that highlight their cultural relevance and commercial success – while staying faithful to their identity.

Hot Wheels: From Toy Cars to Entertainment Powerhouse Launched in 1968, Hot Wheels quickly transformed from a simple toy car line into a global franchise, captivating

audiences with its thrilling blend of speed, competition, and creativity. This year marks a major evolution for the brand: while the remarkable success of the animated series Hot Wheels Let’s Race paves the way for new publishing prospects, extending Hot Wheels’ rich narrative beyond the screen, Mattel also seizes new opportunities through successful immersive live experiencesas the Global Hot Wheels Monster Trucks Live Glow Party and Legends Tour. This multifaceted approach ensures audiences have varied and enjoyable ways to connect with their beloved vehicles and racers – a seamless integration of different media, allowing fans to explore the adventures of their favorite characters more deeply and demonstrating the brand’s continued

evolution as both a toy line and an entertainment powerhouse.

Barbie: A Legacy of Cultural Influence

Barbie remains a pillar of influence in both the toy industry and popular culture. The brand has consistently adapted to the changing times, reinforcing its status as a cultural icon; today, even after more than 65 years, Barbie continues to expand its universe and storytelling capabilities. While behind-the-scenes books, novels and collectible editions celebrate Barbie’s legacy and journey, highlighting her underlying value of empowerment, different exhibitions and live experiences also play a crucial

HMD Barbie Phone

role, showcasing the brand’s impact on fashion, design and culture. Collaborations with high-profile fashion brands like The Frankie Shop further showcase Barbie’s everlasting appeal as a fashion icon, stepping into the realms of couture and artistic expression, thus opening engagement opportunities across various demographics.

The Revival of Monster High

Originally launched in 2010, Monster High quickly captured the attention of young audiences with its unique blend of monsters and teenage experiences. The success of the franchise’s recent resurgence in television remarked its status as a fan-favorite, also reinvigorating interest in its associated media, with opportunities arising to deepen the connection through books.

stunning formats that cater to both new readers and longtime fans.

The evolution of Mattel’s key franchises highlights the company’s ability to adapt and innovate through various entertainment mediums. Hot Wheels, Barbie, and Monster High have each carved out unique identities while expanding their storytelling capabilities. From thrilling television shows to engaging publishing initiatives and immersive live experiences, these brands continue to captivate audiences of all ages. As Mattel ventures into new paths, the future promises even more exciting developments for these iconic franchises, ensuring their lasting legacy in the world of entertainment.

Barney Relaunched!

Mattel has also announced the relaunch of the iconic Barney franchise. This comprehensive revitalization includes television, film, and YouTube

content, as well as music and a full range of children’s products, such as toys, books, clothing, and more, while apparel and accessories for adult fans featuring classic Barney are in development.

The relaunch aims to introduce Barney to a new generation through a brandnew animated series which debuted in 2024, with additional plans to expand the franchise globally into 2025.

Barney is part of a comprehensive licensing strategy, leveraging Mattel’s extensive IP portfolio to revitalize beloved franchises, which also include the already mentioned Monster High property and the popular 1980s Masters of the Universe franchise – set for relaunch with an amazing live-action movie, in collaboration with Amazon Studios

Publishing has become a key avenue for fans to engage deeply with their favorite Monster High characters, with visually

Monster High 2 (2023)

MAURIZIO DISTEFANO LICENSING

Innovation and Success in the World of Licensing

Maurizio Distefano Licensing is Italy’s leading licensing agency, representing some of the most successful and beloved properties in the market. With a portfolio that includes global hits such as Bluey, Bing, Masha and the Bear, Bratz, L.O.L. Surprise!, Rainbow High, and Yummiland, the agency stands out for its innovative approach and strategic expertise.

Thanks to a deep understanding of the industry and strong partnerships, Maurizio Distefano Licensing continues to drive success, creating impactful brand experiences across multiple sectors.

Bluey continues to be a  huge  success, captivating audiences worldwide with its engaging storytelling and relatable family dynamics. The  multiple  awardwinning animated  TV  series has become a true phenomenon, driving increasing demand across multiple licensing categories, from toys and apparel to publishing and homeware. Its

presence in Italy is stronger than ever, with frequent appearances on  La Posta di YoYo  and  the free-to-air premiere of the extended Bluey episode called  The Sign  on Rai YoYo  set for March.    Demonstrating its widespread appeal, Benetton is set to launch a global collection in Fall-Winter 2025 dedicated to Bluey and her family, while from  June 1 LEGO is releasing six new Bluey products for ages 2-5.

One of Maurizio Distefano Licensing’s core strengths is its ability to curate a portfolio that seamlessly blends nostalgia with modern appeal, bridging

generational gaps while ensuring longterm brand relevance. By representing powerhouse properties like Care Bears™, the agency strategically engages both children and adults, allowing brands to evolve while staying true to their core identity. With a strong retail presence and collaborations with major players like OVS, Zara, and H&M, Care Bears continues to reinforce its status as a multigenerational icon. The upcoming Simba plush toy line and expanding fashion collaborations further solidify its enduring appeal, demonstrating

that timeless storytelling and strong branding can thrive in an ever-evolving market.

The portfolio also showcases brands that have continuously adapted to emerging trends. Bratz, a brand that has dominated pop culture since 2001, remains an emblem of individuality and empowerment. With over two decades of influence, it maintains its

iconic status by engaging fans across fashion, digital media, and collectibles. Its resurgence in today’s market proves its enduring appeal and ability to evolve without losing its core message.

L.O.L. Surprise! revolutionized the toy industry by introducing an innovative unboxing experience. Beyond its initial target demographic, the brand has expanded its reach through L.O.L.

Surprise! O.M.G. and Tweens fashion dolls, capturing the interest of an even broader audience. Through dynamic storytelling and engaging digital content, including the latest L.O.L. Surprise! The Skate Dance Movie, the brand continues to grow, merging the excitement of discovery with vibrant narratives that resonate with multiple age groups. Rainbow High exemplifies the perfect synergy between fashion and storytelling. MGA Entertainment has successfully created a brand that not only sells toys, but fosters colourful creativity, self-expression, and inclusivity. With the launch of its highly anticipated Season 6 on YouTube in 2025, backed by a fanbase of 1.5 million subscribers, Rainbow High proves that authenticity and engagement can drive brand loyalty and long-term success.

Yummiland has carved a niche in the toy industry by combining playful storytelling with digital engagement and DIY lip gloss dolls. This brand goes beyond traditional doll play by introducing a world of edible cities and lip gloss-powered adventures, encouraging imaginative and cooperative play among children. Yummiland’s digital expansion ensures it remains relevant in an era where interactive play and storytelling are key drivers of success.

Maurizio Distefano Licensing’s classic brands showcase the power of strong storytelling and meaningful connections with audiences. Bing’s immersive brand experiences, such as its successful partnership with Costa Cruises and with Val di Sole family parks, prove

that a well-loved character can extend beyond screens and into real-world experiences. The continued expansion of Bing-themed family activities in Italy highlights its ability to create lasting engagement with both parents and children.

Masha and the Bear continues to captivate audiences in Italy as a beloved family favorite on Rai Yoyo and Rai Play. Strengthening its market presence, the brand thrives across top licensees like Giochi Preziosi for toys, Panini for sticker albums and collectibles, and the Leolandia theme park.

With record-breaking digital success, the series ranks among Netflix’s Top 5 most-watched licensed shows (H1 2024, Variety) and is one of the Top 10 most in-demand series worldwide, transcending the children’s category

(Parrot Analytics, 2024). Localized in more than 40 languages and with new seasons on the horizon, Masha and the Bear’s global appeal continues to grow.

Maurizio Distefano Licensing extends its influence beyond entertainment into high-performing lifestyle sectors, by representing in Italy prestigious food and beverage brands. Baileys’ rich heritage and indulgent image have allowed for numerous successful product extensions, from desserts to coffee and specialty treats. Strategic partnerships with brands like Bauli, Caffé Borbone, and Casa Optima showcase the brand’s versatility and ability to create premium, in-demand products.

Guinness, with its legacy of craftsmanship and authenticity, has successfully entered the fashion space through partnerships with Bengy & Co, demonstrating that iconic brands can diversify without diluting their core identity. Its upcoming collection promises to blend timeless appeal with contemporary design, reinforcing

Guinness’ strength as a cultural staple. In the music category, Maurizio Distefano Licensing has harnessed the power of legendary artists such as AC/DC, Iron Maiden, and The Rolling Stones, offering licensees the opportunity to tap into a passionate and diverse fanbase. With over 200 internationally recognized artists

in its portfolio, the agency provides unparalleled potential for collaborations across apparel, accessories, collectibles, and more. The fusion of music and fashion presents a vast landscape for innovation, ensuring that these iconic artists continue to reach new audiences.

Maurizio Distefano Licensing’s dynamic and diverse portfolio proves that strategic brand management and an in-depth understanding of market trends lead to sustained success. By representing properties that span generations and industries, the agency not only meets current consumer demands but also anticipates future trends. With a keen focus on storytelling, cross-category collaborations, and immersive brand experiences, Maurizio Distefano Licensing continues to shape the licensing landscape, setting the standard for excellence in the industry.

RAINBOW

Wings, Waves, and Wonders: Rainbow’s Magical Journey in 2025

Rainbow Group, led by Iginio Straffi, returns to the 62nd edition of the Bologna Children’s Book Fair with new releases and an ever-richer portfolio of iconic brands.

Winx Club: re-enchanting the World

With a new series arriving in 2025, bringing back the legendary fairies of the Winx Club in an unprecedented animated reboot, Rainbow is a leading player in the global entertainment scene. The new Winx Club Reboot series also boasts excellent collaborations on this occasion: in Q4 2025, Netflix, Rai, and BBC, will broadcast the new surprising episodes of the beloved series, bringing into homes worldwide the adventures of the extraordinary fairies, enchanting millions of fans since 2004. The Winx are about to return in a completely new

and surprising guise, with 26 episodes full of emotions, action, friendship, values and transformations thanks to the masterful animation achieved by Rainbow.

The Italian publisher Salani Editore is already working on the development of various book formats including stories, coloring and activity books, while the historic collaboration with Hachette continues with the Winx stories in the Bibliothèque Rose collection

Blue Ocean, already a partner in many initiatives, will be on newsstands in Europe with the Winx Club magazine, while Mad Cave will be producing graphic novels for the USA, UK, Canada, Australia and New Zealand. An important agreement with Panini has also been finalized for the sticker albums for Europe and Latin America. In the toy sector, the master toy partners of Winx Club Reboot are Giochi Preziosi for Europe and Playmates for North, Central and South America, Asia, Australia, New Zealand, the Middle East and South Africa, with brand new lines of fashion dolls and collectibles.

Exciting news also for the increasingly enthusiastic kidult audience: Funko Pop has already revealed with presales and social campaigns the special pop figures of Bloom, Stella and Flora in three collectible variations available from spring.

Winx Club x Funko

In the apparel sector, A-MORE, a wellknown community brand born on TikTok thanks to Camilla Clemente, launched a collection of original clothing and accessories inspired by the fairies’ aesthetics at the end of 2024 and will continue the collaboration with amazing launches also throughout 2025. From bags inspired by fairies to clothing that winks at the outfits of the series, Winx Club x A-MORE targets the teen and adult audience.

Finally, the surprising Winx Club X Gadget4entertainment jewelry collection is online, a highly anticipated collaboration dedicated to nostalgic fans and fairy lovers. A unique collection that will reach the whole world, designed for fans of all time, with earrings, rings, necklaces and bracelets inspired by each fairy to celebrate their uniqueness, a success confirmed by the engagement obtained with the first promo video published on the Winx Club TikTok

profile – which has already surpassed 12.2 million views.

In the event sector, the solid collaboration with Wobinda Produzioni continues with events in shopping centers dedicated to children.

Winx Club continues to be the protagonist of Italian stages with the new edition of the Cosplay Contest and the brand new Winx Live Show created in collaboration with Luca Panzieri for the Young Adult target, and will join at the major comic festivals such as Lucca Comics, Napoli Comicon, Rimini Comics, Milano Games Week

Finally, the great news of 2025 will be the return of the brand to the MagicLand amusement park in Rome, which will reopen its doors on April 12th to present the new themed attraction that will allow fans to live an interactive experience with the famous fairies, flying together with them through enchanted scenarios. Also this year, Winx Club stands out as a brand with a thousand possibilities on the licensing front, and new partnerships are coming that will lead fans to fly even higher on the wings of magic together with the timeless fairies.

The Expanding Universe of Mermaid Magic and Gormiti

The blue adventures of Mermaid Magic also continue to ride the wave of success. Rainbow’s animated hit launched in 2024 is set to return with an exciting new season already in production and scheduled for 2026. From the exclusive Netflix release, the adventures of the beloved warrior mermaids have reached top-world charts. The animated series has proved increasingly engaging for the school target and is currently experiencing major success on Rai Gulp, with great licensing prospects.

Mermaid Magic x Seven

Winx Club x Gadget4entertainment

In the publishing sector, while the Italian publisher Mondadori is releasing stories and sticker books, Hachette delves into Mermaid Magic stories in Spain and France with the Bibliothèque Rose collection; Blue Ocean, a pan-European partner, is the publisher of the amazing Mermaid Magic magazine.

In the United Kingdom, the onboard magazine partner is Kennedy Publishing, while Media Service Zawada is a partner in Poland for the launch of activity books for children.

The Master Toy partner Headstart International will launch the fashion doll, playset and role play line starting next autumn.

Remaining in the toy sector, Rainbow will also be able to count on Ravensburger for Mermaid Magic puzzles.

Coming to apparel, Primigi will bring Mermaid Magic to retail stores throughout Europe from September 2025, with a line of footwear and clothing distributed in the main specialty stores throughout Europe and in over 400 Primigi stores in Italy. From Autumn/Winter 2025, the collection will also be enriched with an exclusive range

of footwear and clothing that combines the distinctive style of Primigi with the vibrant colors and iconic symbols of Mermaid Magic.

Moreover, Seven will produce a line including stationery products for backto-school 2025, and a partnership with Sperlari will ensure amazing Easter eggs with sparkling surprises – including bracelets with beads and

charms featuring the beloved Mermaid Magic protagonists.

With the increasing success of the Italian TV series with Rai, Gormiti The

New Era is now on air in Spain with Clan, in France with Gulli, and in Greece with Nickelodeon, and is landing on BBC from April.

The master toy partner Giochi Preziosi, co-producer of the series, already reached the retail shelves with a collection of extraordinary action figures featuring all the characters, with detailed accessories to live the series adventures during playtime!

The Smurfs, a timeless license

On the licensing side for third-party brands, the Rainbow group continues to consolidate its international position as a reference in terms of quality, expertise and results.

The Smurfs, with Rainbow as an exclusive agent for Italy, still surprises with its timeless mix of edutainment

Primigi’s original collection for Mermaid Magic

Gormiti - The New Era x Giochi Preziosi

Gormiti - The New Era (2024)

and originality. Currently on Rai Yoyo and Nick Jr with the new CGI animated series, The Smurfs will return to the cinema in August with a new film, distributed by Paramount Pictures. This new animated feature will merge different animation styles and live action, with Rihanna as the star of the soundtrack, and Paolo Bonolis and Luca Laurenti as the Italian voices of the film. Mondadori is the publishing partner with various book formats, while Star Comics creates the comic books. The European Master Toy Giochi Preziosi is on the shelves with an original line of soft toys, play sets, action figures and much more.

Thanks to the collaboration with JB Licensing, a new clothing collection will soon arrive at OVS and Upim stores. Also renewed is the cooperation with Etnaland, where visitors can once again enjoy The Smurfs village, The Smurfs Adventure attraction and the special 4D screenings at the park’s cinema again this year!

New brand acquisitions enrich the portfolio

Recent brand acquisitions are furtherly broadening Rainbow’s portfolio, such as Geronimo Stilton, the iconic and globally recognized mouse protagonist of acclaimed author Elisabetta Dami’s stories. In 25 years, Geronimo Stilton’s books have sold millions and millions of copies, reaching children all over the world thanks to their perfect mix of adventure, humor and positive values. With Rainbow serving as the official agent for publishing rights abroad, the books are now distributed worldwide by prestigious publishers – including Planeta, Scholastic Books, Pelkmans, Albin Michel, Sweet Cherry and Mad Cave

Rainbow is also the exclusive worldwide licensing agent for Geronimo Stilton, and has already finalized new license agreements, starting from Italy. In the Toy category, Dadi e Mattoncini will bring three family board games to Italian toy and book stores; moreover, the main characters of Topazia are already present in the best Italian newsstands with the new sets of collectible stamps developed by Tridimensional, each with a personalized message.

In the food sector, Cereali Italia is the new partner for Easter 2025 – with amazing Easter Eggs and their brandinspired surprises – and the next Epiphany.

Labu by Materia is instead the official partner for events: the new Escape Rooms Geronimo Stilton and the Mystery of the Haunted Castle! are set to launch

soon in the best shopping centers in Italy, transforming fans into true detectives and providing them with an amazing immersive experience, filled with clues to find and mysteries to solve. Moreover, The Digital Company is developing a new educational App, soon available on the App Store and Google Play, which will allow children to learn while having fun, as well as monitor their progress within the exclusive Geronimo Stilton Club.

Moreover, Rainbow recently signed an agreement with CONG SA – the company owning the artistic heritage of Hugo Pratt, for the license rights of Corto Maltese – to expand this iconic property into film and licensing. The Rainbow licensing team has already secured an amazing partnership with Plastoy for the creation of resin action figures, inspired by Corto Maltese and his incredible imagery.

Another great news at Rainbow is the recent partnership with the VR46 brand for the development of new licensing opportunities in specific categories, to maintain the very high quality and creative standards of the VR46 Racing Apparel brand, is inspired by Valentino Rossi’s vision of developing a brand based on his passion for racing, professionalism and attention to details.

Geronimo Stilton x Dadi e Mattoncini

THE POKÉMON COMPANY INTERNATIONAL

A 2025 of Outstanding Adventures

Pokémon is gearing up for another spectacular year in 2025 with a packed programme of activity across its many pillars, including exciting new releases, collaborations, promotions and events which are set to keep this iconic global phenomenon riding high.

The innovation and creativity at the heart of Pokémon’s success helped it enjoy a sensational year in Italy too, where it was the No. 1 toy property for the first time with an outstanding 30% growth year on year (source: Circana), while also achieving its highest-ever position in Spain (No. 6).

The Pokémon Company International is consolidating this success with a programme of vibrant activity across Europe.

This Easter, Ferrero is running a special campaign in Italy that will see on-pack and in-pack promotions on 150g Easter eggs. There will be a 3D premium gadget – a disk launcher with either Snorlax, Pikachu or Jigglypuff designs – inside each Easter egg, while the packaging will have a QR code for customers to scan and download the Ferrero ApplayDu app. The app will display different features of the promotion: an augmented reality visual of that gadget plus different small

games to play. Ferrero are supporting the promotion with announcements on their social media accounts and on their website.

Also in Italy, Nesquik – part of the Nestlé Group – is running a wide-ranging promotion which began in February and runs through until June. Pokémon branded products include cocoa powder (500g and 250g); all the Nesquik cereal range, plus Lion and Cookie Crisp; ready-to-drink chocolate milk; and cereal bars. The products are widely available in all groceries and mass market, with great visibility through customized POS materials.

The promotion includes an instantwin – by providing proof of purchase in the Nesquik website, consumers can win a pair of OTL Pokémon wireless headphones every hour. Nesquik is running a great marketing campaign to promote the initiative, including posts on its social media platforms and website. More tasty treats are coming from

Pokémon x Nesquik Maxi Choco

CasaOptima, who have been a Pokémon ice-cream licensee since January 2023 with their ice-cream brand Mec3, which has produced a range of icecream inspired by Pokémon characters, available at ice-cream shops across Europe. New from this February  is a Charmander-inspired, refreshing peach tea ice-cream with the inclusion of crunchy pieces of peach, which was launched at the SIGEP Fair in Rimini last January, and complements the delicious Pikachu-inspired white- and milkchocolate flavour with inclusions of fizzy and crackly sugar crystals. An extensive marketing campaign includes activations with influencers, a partner digital map  to locate ice-cream stores selling Pokémon ice-cream, and B2B events.

Another appetising promotion with TostaRica ran from June 2024 –December 2024 across Spain, Andorra, Lebanon, Morocco, Portugal, Gabon and Equatorial Guinea. A number of the kids’ biscuit packs – available in all grocery stores and mass market –contained a special cookie featuring a Poké Ball which entitled the finder to a Nintendo OLED console and a Pokémon Scarlet and Violet videogame, and all purchasers could enter a draw to win a similar prize. The promotion was heavily marketed through TV ads and on TostaRica’s social media and website. Pokémon has been making its mark in the world of philately with an ongoing collaboration with Poste Italiane which has seen the release of a series of Pokémon-themed folders. The latest, the fourth folder dedicated to the Sinnoh region series of Pokémon, was released at the beginning of March.

Pokémon continues to be a fashion favourite, working with stylish and innovative labels from catwalk to mass market. Its latest collaborations include fabulous accessories from Loungefly and Skinnydip Pokémon toys and games continue to thrive. Master toy partner Jazwares’ award-winning toy line (distributed in Italy by Reitoys) has added more winners such as new Squishmallows, articulated characters and the innovative

Battle Spinner Arena Set, while there have also been popular new releases from the likes of Ravensburger, Mattel, Hasbro, Funko and The Wand Company. Pokémon continues to offer new experiences and updates for its hugely popular suite of video games and apps. The Mega Evolution series of expansions is coming soon to its powerhouse Trading Card Game (TCG), while the TCG Pocket mobile game has hit more than 100 million downloads since launch last October.

And fans are agog for the launch of Pokémon Legends: Z-A, an ambitious new entry to the Pokémon video game series due for release simultaneously worldwide later in 2025.

Further ahead, there’s more excitement on the horizon to keep Pokémon fresh, relevant and at the forefront of entertainment with the recent announcement of Pokémon Champions, a new game designed to be enjoyed by more players than ever before. It’s set to bring PvP trainer battles to Nintendo Switch and smartphone users globally as players pit their skills against those of other trainers from around the world in a competitive multiplayer experience.

Pokémon Battle Spinner Arena Set

Pokémon x Ferrero Easter Egg

Pokémon x Casa Optima Charmender-inspired Ice Cream

Pokémon x Poste Italiane Philatelia collection

Kings League conquers Italy

Italy has joined a revolution sweeping through sports and entertainment, becoming the latest market to be captured by Kings League.

In late 2024 and early 2025, Italy became the latest conquest for Kings League, the revolutionary seven-aside football concept created by FC Barcelona and Spain legend Gerard Piqué. After a sensational debut in Spain and expansion to Latin America in 2023, Italy was a natural next step for Kings League as another market with a huge football fanbase.

Italy’s potential for Kings League became evident in spring 2024, at the

Kings World Cup Clubs in Mexico. This competition featured “wild card” teams from 12 countries facing up against the existing Kings League teams from Spain and the Americas.

Italian team Stallions were one of the top performers, finishing second and sparking massive online engagement among fans at home, despite matches airing live between 2:00 AM and 5:00 AM CET. Stallions were led by national football icon Francesco Totti and

Italian streaming star Blur, one of the world’s top five Twitch streamers. The overwhelming response from fans confirmed Italy’s enthusiasm for starting its own Kings League chapter.

After months of anticipation, Kings League Italy was unveiled in November 2024 at a launch event in Turin, attended by Italian football legends including Andrea Pirlo, Gianluigi Buffon, Giorgio Chiellini, Alessandro Del Piero, Luca

KINGS LEAGUE

Credits for photos in these pages: Kings League

Toni, and Francesco Totti. Former Serie A star Zlatan Ibrahimović was named League president, while Juventus and Italy veteran Claudio Marchisio took the role of Head of Competition

The twelve participating teams were announced, each led by wellknown figures from social media and entertainment: Alpak FC (led by Frenezy), Black Lotus FC (Sergio Cruz and Off Samuel), Boomers (Fedez), Circus FC (Grenbaud), FC Caesar (Er Faina and En3rix), FC Zeta (ZW Jackson and Luca Toni), Gear 7 FC (Manuuxo), Punchers FC (PirlasV), Stallions (Blur), TRM FC (TheRealMarzaa), Underdogs FC (Mirko Cisco), and Zebras FC (Luca Campolunghi). Alongside the Italian league announcement came another huge reveal: Italy would host the first edition of a new competition, Kings World Cup Nations, in January 2025.

Kings World Cup Nations: The First Step

Kings League’s first ever national team tournament marked a dramatic start for the organization’s expansion into Italy. Sixteen national teams competed, representing Argentina, Brazil, Colombia, Germany, Italy, Japan, Korea, Mexico, Morocco, Peru, Saudi Arabia, Spain, Turkey, Ukraine, the United States, and Uzbekistan.

The competition featured appearances by renowned former players including Leonardo Bonucci (Italy), Francesco Caputo (Italy), Emiliano Viviano (Italy), Kun Agüero (Argentina), James Rodríguez (Colombia), Ji-sung Park (South Korea), and Yevhen Konoplyanka (Ukraine).

Matches were staged at the Kings

League Arena in Milan on January 1-10, leading to a thrilling final at the Allianz Stadium in Turin on January 12, in which Brazil defeated Colombia.

The Final set a viewing record for a Kings League competition, with viewers watching on 3.5 million unique devices simultaneously, and drew a crowd of 40,153 spectators to the home stadium of Juventus FC. An electric atmosphere was enhanced by a pre-match concert by Italian singer Mahmood and a halftime clash on the pitch between a Legends team and a Streamers team. Over the 12 days of competition, the tournament reached an unprecedented 100 million viewers and generated 1.5 billion social media impressions, solidifying Kings League’s global impact.

Kings League Lottomatica.sport Italy

Following the success of the World Cup, the focus shifted to the launch of the Italian championship, officially titled Kings League Lottomatica.sport Italy

The league features an 11-matchday regular season, followed by play-in and play-off stages leading to a grand finale to crown the champion. The 12 teams’ rosters were decided

at a live player draft event at the Teatro Regio in Turin in December, and include “wild card” former professional players such as Luca Siligardi (Alpak FC), Diego Perotti (Boomers), Antonio Giulio Picci (FC Caesar), Ermanno Fumagalli and Jacopo Sala (Punchers FC), Francesco Caputo (TRM FC), and Valerio Di Cesare (Underdogs FC). Kings League Lottomatica.sport Italy boasts an impressive lineup of commercial

partners, including Lottomatica.sport, the league naming rights partner, which also features on all team jerseys through its GoldBetlive brand; Fonzies, the Stadium Partner, giving its name to match venue the Fonzies Arena and the Fonzies Lounge; Adidas, the Technical Partner, providing players’ and referees’ kits and the official league ball; Kinder Bueno, an official partner whose branding appears on the cage that releases the match ball at kickoff; Bazr, the live social commerce platform; and sports fashion retailer JD Kings League founder Gerard Piqué and Claudio Marchisio attended the opening matchday of the competition on February 3.

The Italian league has already proved a hit with local audiences. With 22 million total views of live streaming match coverage in the first five matchdays and sold-out matches at Fonzies Arena, Kings League’s journey in Italy has got off to a powerful start.

Backstory: The Birth of a Phenomenon

Kings League was founded in January 2023 with the aim of revolutionizing sports entertainment. It blends an innovative, seven-a-side format of football with the world of digital entertainment, integrating leading influencers, streamers, and football legends as the presidents of the competing teams.

Kings League’s success has drawn in football icons including Ronaldinho, Andrea Pirlo, and Andriy Shevchenko as partners of the concept, elevating its prestige. Its unique blend of compelling live action, influencers, and iconic players has captured the attention of millions of fans around the world.

The Spanish league’s inaugural finals – taking place just three months after its launch – sold out Barcelona’s Camp Nou stadium with 92,522 spectators. Since then, the Spanish final has filled iconic venues like Cívitas Metropolitano (Madrid), La Rosaleda (Málaga), WiZink Center (Madrid), and Palau Sant Jordi (Barcelona), showing a sustained ability to drive audiences

Expanding to Latin America in 2023, Kings League launched with teams from Mexico, Colombia, and Argentina, attracting millions of new viewers. Again, a combination of the innovative football format, influencers, and legendary players sparked rapid growth. Excitement peaked at the Kings League Americas’ first final at Estadio Azteca in Mexico City in May 2024, where 58,061 fans packed the stands. The momentum continued in a second sold-out final, at Estadio Nemesio Diez in Toluca, Mexico, solidifying the league’s impact on Latin American football.

Recognizing the growing global momentum behind women’s football, Queens League was launched in Spain in 2023 and in Latin America in 2024. The women’s tournaments of the competition underline Kings League’s commitment to pushing boundaries and setting new standards in sports entertainment.

DOODLE PRODUCTIONS

Messy Goes to OKIDO: 10 Years of Fun, Science Adventures across Media

by Sofia Li Crasti

For ten years, the beloved TV series Messy Goes to OKIDO by Doodle Productions has captivated children worldwide, bringing science, creativity, and adventure to young learners.

As Doodle Productions celebrates a decade of overwhelming success, its TV series Messy Goes to OKIDO continues to evolve, expanding its brand universe across print, digital, broadcast media, toys and games, successfully adapting to the changing media landscape. Messy Monster, the beloved protagonist, delights children as they discover the wonders of science, exploring space, nature, technology, the body and more across media and platforms.

The OKIDO Page-to-Screen Journey

The OKIDO brand journey began with OKIDO magazine, the striking publication

In these pages, stills from Messy Goes to OKIDO

born in 2007 thanks to the brilliant intuition of scientist Dr. Sophie Dauvois and artist Rachel Ortas, committed to igniting young children’s imagination while inspiring a lifelong love for learning. Each issue is a perfect combination of science and art, introducing young readers to STEAM (Science, Technology, Engineering, Arts, and Mathematics) concepts through engaging storytelling and play, while encouraging creativity, curiosity and critical thinking. This strong educational foundation laid the groundwork for the brand’s transmedia expansion, setting the stage for multifaceted engagement with its preschool audience.

In 2015, Doodle Productions collaborated with OKIDO’s founders and a team of animators to bring Messy Monster – the 2D monster character featured in the magazine’s pages – to life, transforming it into the 3D, endlessly inquisitive and energetic star of the animated TV series, Messy

Goes to OKIDO, voiced by UK actor and comedian Adam Buxton.

The production is a comedy, scienceeducational series following Messy’s adventures as he finds the answers to the pressing questions of young children aged 3 to 7, with the help of his two best friends, Zoe and Felix, his shapeshifting sidekick Zoom, and scientists Zim and Zam. The show’s strength lies in exploring complex scientific concepts while going on hilarious adventures with all the colourful characters of OKIDO. Messy’s curiosity leads him to explore topics like Gravity, Metamorphosis, and even The Big Bang, making science accessible and entertaining for young audiences, with a creative approach that ensures children not only learn scientific facts, but also encourages their natural curiosity as they explore the world around them.

Messy goes to OKIDO attracted a new audience to Messy Monster’s curious world, leading to 3 series and 104

Introducing KURIO, the New Magazine for Curious Kids

Expanding the legacy of OKIDO, Doodle Productions recently launched KURIO, a new magazine designed for inquisitive minds aged 7 and up. Presented as “OKIDO for the big kids”, it offers more in-depth science and art along with diverse storytelling styles including original comics, real-life facts and interactive stories to captivate young readers and feed their insatiable curiosity. KURIO is actively seeking submissions from illustrators and storytellers with a passion for science, STEAMbased characters, and original narratives. This presents an exciting opportunity for creatives to be part of a movement dedicated to inspiring curiosity.

episodes co-produced with the BBC, Warner and UYoung since first hitting screens in 2015. And since partnering with distributor Serious Kids, Messy goes to OKIDO now has growing audiences across North America, Europe, the Middle East and Asia. The brand’s YouTube channel continues to grow and there are print and digital subscribers in more than 60 countries worldwide. The digital evolution reached its latest milestone with the launch of an amazing learning app, innovatively bridging the gap between traditional print media, digital and the animated TV series: World of OKIDO

World of

OKIDO,

Playful, Digital Learning

Building on the success of Messy Goes to OKIDO, the World of OKIDO app effectively bridges the magazine and the TV series, offering an immersive learning experience within a digital platform. Designed for children aged 3-7, the app enhances the educational journey by linking magazine content to interactive videos, games, and songs, thus reinforcing the foundational scientific concepts learned from both the magazine and the TV series. World of OKIDO allows children to explore topics at their own pace and according to their preferred learning styles, through doodling, singing, and problem-solving: an innovative approach that invites young minds to discover, inquire, and experiment, all while having fun – a testimony to Messy’s enduring ability

The World of OKIDO App

to spark curiosity and creativity. By integrating digital experiences with traditional storytelling, World of OKIDO ensures kids stay curious and inspired beyond the TV with a positive digital experience for young learners, thanks to the app’s safe, ad-free environment.

The Impact of Transmedia Storytelling

By weaving together traditional and digital media, the brand exemplifies the power of transmedia storytelling: an innovative approach, not merely entertaining children but actively educating and empowering them. Each medium - print, TV and digitalcontributes uniquely, and in combination creates a richer, more immersive narrative for young learners. This multifaceted strategy enhances the learning experience, ensuring that children are not just passive consumers of content but active participants in their educational journeys. Through engaging visuals, immersive interactivity, and relatable characters like Messy, children

About Doodle Productions

growth through new collaborations and partnerships. The brand is actively seeking to broaden its reach in publishing, exploring prospects for books, magazines, and digital publications that will continue to capture children’s imaginations while providing educational value. Furthermore, potential partnerships in the consumer goods, toys and games sectors are on the horizon, aimed at bringing Messy and his adventures into homes through interactive and engaging products, ensuring that learning spills over from screen to tangible play. The realm of digital storytelling remains at the forefront of the brand’s evolution as well: Doodle Productions is keen on leveraging technology creatively to enhance app content, particularly in the field of interactive storytelling, to ensure learning remains relevant, inspirational, and widely accessible for all young learners.

are inspired to embrace the spirit of inquiry that is vital for personal growth and understanding of complex subjects.

As Messy Goes to OKIDO celebrates its milestones, Doodle Productions envisions exciting opportunities for

Doodle Productions is a children’s media company based in Hackney, East London: a dynamic team of creatives, devoted to producing intelligent and high-quality content for kids. Doodle Productions is the home of the OKIDO franchise, including the TV series Messy Goes to OKIDO, as well as the publication of the World of OKIDO learning app, OKIDO magazine and the newly launched KURIO magazine. For more information, visit https://www.doodle-productions.com, or email info@doodle-productions.com. For TV distribution enquiries, contact sales@seriouskids.com

Cicaboom embraces Manga Trends with New Collections

As the global manga craze continues to grow, Cicaboom, the renowned Italian toy company, introduces exciting new collections inspired by popular properties such as Naruto and One Piecewhile also unveiling the second series of Elastikorps Zombie Plush.

Cicaboom, a renowned toy company, is celebrated worldwide for its innovative approach and keen awareness of emerging trends. By consistently anticipating market trends and delivering high-quality products, Cicaboom reinforces its reputation as an industry leader that appeals to both young fans and adult collectors.

Recently, Cicaboom revealed exciting new collections that expertly blend craftsmanship and creativity, with a particular focus on the growing global influence of manga and anime.

Naruto Fans Rejoice: Exciting New Games and Collectibles

The brand-new Naruto Boomez Brawl

Game, selected as one of the best teen licensing projects in the shortlist of Bologna Licensing Awards 2025, caters to devoted fans of the Naruto series, offering dynamic and strategic gameplay. Masterfully blending strategy and action, this thrilling board game enables players to recreate epic battles from the series.

It includes four highly detailed miniature figures of favourite characters – Naruto, Sasuke, Sakura, and Kakashi – as well as passport cards for characters of the entire Boomez collection, allowing players to expand their battles using collectible miniatures available in newsstands and specialty stores. A standout feature of this edition is the exclusive golden Kurama miniature, available only in this limited-edition release.

Each character possesses special abilities, allowing fans to replicate the signature moves of their favorite ninjas. The integration of separately collected miniatures further enhances strategic options, making each game session a

CICABOOM

unique experience.

Another major highlight is the longawaited Naruto Trading Card Game, which will be released at the end of the year. This collectible card game focuses on character and mission cards, featuring well-known heroes and soughtafter figures. With premium finishes and exquisite detailing, this collection offers an unparalleled gaming and collecting experience for Naruto enthusiasts.

The Elastikorps Naruto collection introduces a set of 12 cm elastic action figures featuring Naruto, Kakashi, Sasuke, and Itachi. Crafted from highquality materials, these figures stretch and morph before returning to their original shape, ensuring durability and endless fun for both young fans and adult collectors.

A New Adventuring World with One Piece lines

Cicaboom launches the eagerly awaited Heropop One Piece collection Recognized in the Kidults category and showcased in the prestigious Hall 7 at the last Nuremberg Toy Fair, these innovative stretch figures bring the most beloved characters from One Piece to life. Combining appealing

designs with a stress-relief function, these collectibles provide fans with a fun and relaxing experience.

For Christmas 2025, Cicaboom will also unveil the much-anticipated 12 cm Elastikorps Luffy Fish-Man Island figure, inspired by the Fish-Man Island saga. Known for his ability to stretch his body, Luffy is perfectly represented in this ultra-elastic and resilient Elastikorps figure. The enhanced Gear versions of Elastikorps characters continue to be fan favorites, offering extended playability with superior stretch capabilities.

Following the immense success of the Puniz Squishy Battle collection - which boasts franchises like Marvel, Teenage Mutant Ninja Turtles, and Naruto, and has already gone viral on social mediaCicaboom is bringing a One Piece Puniz Squishy Battle edition to the lineup. Featuring all the most popular One Piece characters, these ultra-soft, collectible stress relievers have already captivated fans worldwide.

Elastikorps Zombie Plushes are back!

After the overwhelming success of the first series, the Elastikorps Zombie Plush line returns with new characters in a distinctively creepy kawaii style. These elastic plushes blend adorable aesthetics with spooky elements,

creating a unique play experience. The collection features six 14 cm plush toys with various fillings, including Bone Sand, Fluffy Plush, Soft Pulp, and Putrid Ball.

Additionally, the 23 cm cotton-filled Maxy Plush figures offer the signature stretchability of the Elastikorps series. To add a magical touch, the entire collection is glow-in-the-dark.

To explore the latest releases, please visit Cicaboom’s official website: https://cicaboom.com/

Maxy Zombie Plush

One Piece Puniz collection

One Piece Puniz, Jumbo size, Gear 5 and Luffy

MOVIMENTI PRODUCTION

Miniheroes of the Forest, the Animated Series fostering Childhood Imagination

by Sofia Li Crasti

Season 1, which debuted on Rai Yoyo in October 2024, gained considerable success, being one of the programs with the highest share in its preschooler audience in the first four months. While Season 2 is currently running in Italy, the series is equally impressing the French young audience with thrilling adventures and valuable lessons, available on Okoo and France 5.

The magic of nature and childhood imagination come together in the 3D-animated series Miniheroes of the Forest, inspired by the book collection Les Mini Héros de la Forêt by Bénédicte Rivière and Dan Taylor, published by Auzou Editions and distributed in over 15 countries.

Season 2 – premiered on Rai Yoyo and Rai Play last February and currently running in three daily slots, with nine episodes a week – is set to equal the extraordinary success of Season 1’s 26 episodes, which reached around 64 million viewers with a peak of 5 million per week: mainly watched by the upper preschool children, the primary target audience, the series also quickly caught

the attention of the 6-7 age group. Directed by Massimo Montigiani, Miniheroes of the Forest is produced by Movimenti Production, a Banijay Kids & Family company, with MoBo, and co-produced by Zodiak Kids and Family France, as well part of the Banijay Kids & Family division. The show is internationally distributed by Banijay Kids & Family Distribution, while Starbright Licensing has recently announced the acquisition of the licensing rights for the Italian market. From its early development stages, Miniheroes of the Forest was embraced by Rai Kids: recognizing the worth of its values of friendship, discovery, and mutual assistance, Rai Kids decided

to support the series with an intense broadcasting of all episodes. Annita Romanelli, Head of Animation at Rai Kids, emphasized the series’ role in supporting children’s growth, stating: “Miniheroes of the Forest allows us to be by the side of young children while also being allies to parents in their growth.”

The project has also garnered the attention of France Télévisions as a national broadcaster, further solidifying its presence in Europe. In France, Miniheroes of the Forest debuted on Okoo, the streaming service of France Télévisions dedicated to children’s programming, and later on the channel France 5

In these pages, stills from Miniheroes of the Forest

Exciting Licensing Plans

The Miniheroes of the Forest IP, originally launched as a beloved book series, has already captivated a strong children’s audience in Italy and France. Following the success of the TV series, exciting new developments are on the horizon.

In the publishing sector, a partnership with Auzou will bring fresh releases to the Italian market, while a major announcement is coming soon in the world of music – with a global music label joining forces to amplify the brand’s digital presence with new content and multiple touchpoints to engage young fans.

As part of a 360-degree expansion strategy, immersive meet-and-greet events will soon launch, bringing the adorable, fluffy Miniheroes to life, allowing kids to meet their favorite characters in person.

The TV series, powered by pioneering CGI animation, offers an unparalleled immersive experience, connecting children with nature and their beloved Miniheroes. Meanwhile, Movimenti Production and Starbright are actively expanding the IP into exciting new

categories, including toys, collectibles, dress-up, role-play, and gaming.

Nature, Adventure and Friendship

Miniheroes of the Forest follows the adventures of four young woodland animals who, thanks to their “mini mega powers” turn every day into an opportunity for fun and discovery. Gabin, the gentle rabbit, has a comforting hug

for everyone and an incredible bunny jump; Gaston, the cheerful bear cub, has strong paws and an impressive bounce; Jade, the curious fox, possesses keen hearing and a sharp nose; and Juliette, the owl daughter of the forest ranger, watches over everything from above with her sharp vision. Despite their imperfections – Gabin is a bit timid, Gaston is clumsy, Jade interprets things in her own way, and Juliette doesn’t always have everything under control – once they dress up as Miniheroes, everything becomes extraordinary. The four Miniheroes have different personalities so that every child in the audience can relate to their favorite character. Their “powers” are simply the combination of their personality traits and unique qualities, creatively employed to solve everyday problems, thus turning into exciting adventures through imagination. The four protagonists are Miniheroes just because they are themselves: the message is clear – heroism lies in simplicity and creativity.

Talking Tom Heroes: Suddenly Super set to become a Household Name

Whether through mobile gaming, animated content, or licensed products, Outfit7 remains dedicated to creating meaningful experiences that leave a lasting impact on audiences worldwide. And the company continues to grow, its ability to innovate and to push boundaries ensures that Talking Tom & Friends will remain a global brand for generations to come.

Last year was a pivotal one for Outfit7, as the company continued to make waves with its Talking Tom & Friends brand. The year saw major developments, including the release of My Talking Hank: Islands, which redefined the virtual pet experience, and high-profile collaboration between Talking Tom and Angry Birds

Another huge milestone was the breakthrough of Talking Tom Heroes: Suddenly Super, as the series secured its first major broadcasting deals, setting the stage for its highly anticipated debut on television screens worldwide. In January 2025, the series officially premiered in Italy on CARTOONITO, marking the beginning of its journey into households across the globe. The action-packed series, created by Outfit7, Epic Story Media, and ReDefine Originals Studio, follows Talking Tom

and his friends as they are suddenly transformed into superheroes, unlocking incredible new powers and embarking on thrilling adventures in Peak City. A spin-off of the globally recognized Talking Tom & Friends franchise, the show brings fresh excitement to new, younger audiences with dynamic action, humor, and engaging storytelling. With their newfound superpowers, Talking Tom and his friends must learn how to harness their abilities, work together, and take on challenges as they step into their heroic roles and save the day.

The global rollout of Talking Tom Heroes: Suddenly Super has been planned so as to ensure that the series reaches as many viewers as possible. The show is already airing on Warner Bros., Discovery and Boing SpA channels in Italy, including the free-to-air channel CARTOONITO and the pay-TV channel

Boomerang. Later this year, it will launch on Warner Bros., Discovery Channel and Cartoonito across the Asia-Pacific region, which includes Southeast Asia, Hong Kong, and South Korea. Further strengthening its global presence, the series is set to launch in spring 2025 in the Baltics, with Duo Media Networks broadcasting on Kidzone Max across Latvia, Lithuania, and Estonia.

With these partnerships, Outfit7 aims to make Talking Tom Heroes: Suddenly Super a household name, bringing excitement and inspiration to children worldwide. Outfit7 is also reinforcing and complementing the

In these pages, characters and stills from Talking Tom Heroes: Suddenly Super

series’ presence with an official Talking Tom Heroes:Suddenly Super toy line, developed with Spider International Business Development. This premium collection will soon be available, and will offer fans of the show a way to bring their favorite heroes into the real world. Expanding into toys is a natural step for the series, as it allows kids to engage with the series beyond the screen.

The combination of engaging storytelling and tangible play

experiences underscores Outfit7’s commitment to building a well-rounded entertainment ecosystem. However, launching an animated series and toy line is only part of the equation. Creating widespread awareness is essential for success, and Outfit7 has a unique advantage that sets it apart from others. With an already established global brand in mobile gaming, the company is leveraging its expertise and experience in that world to shape the marketing and distribution campaigns for

Talking Tom Heroes: Suddenly Super in the entertainment world. Its deep understanding of audience engagement and digital entertainment allows Outfit7 to create compelling content that resonates with users.

Outfit7’s marketing strategy is uniquely designed to support broadcasters in reaching the right audience. Unlike traditional marketing campaigns that often rely on broad reach, Outfit7 tailors its approach to each market, developing localized promotional materials that align with the series’ audience. To achieve this, the company conducts extensive research on each broadcaster’s territory, analyzing which YouTube channels, digital platforms, and media spaces are most popular in those regions. This ensures that promotional content is not only visible but also highly relevant.

As Talking Tom Heroes: Suddenly Super continues its global expansion, it marks just the beginning of Outfit7’s broader vision for entertainment. With a strong intellectual property, a commitment to high-quality storytelling, and a forwardthinking approach to cross-platform marketing, Outfit7 is not just adapting to the evolving entertainment landscape - it is helping shape it.

TOAD CREATIVE STUDIOS

Book Licensing: transforming Stories into Experiences

by Rossella Piccini and Paolo Stefi

When adapting books into games, toys, or licensed products, the challenge lies in capturing the emotions of the reading experience and translating them into a new medium. How can this be achieved? Toad Creative Studios shares its ultimate guide to transform stories into amazing interactive experiences.

In 2023, the global licensing market reached $340 billion, while the video game industry surpassed $200 billion— and numbers are still growing! The concept of transmedia storytelling, telling a story across multiple media, is expanding at an incredible pace. It’s no secret that the most powerful stories are those that can live across different platforms—from the pages of a book to a board game, a plush toy, or a video game.

When adapting a book into another format, the goal isn’t just to expand the story but to enrich it, creating an experience that adds value rather than compromising the story’s essence.

Key Strategies for Publishers: Expanding

Stories Beyond Books

When developing a transmedia strategy for publishers, three core questions

need to be answered before diving into the exciting world of games and toys.

The first one is Who is my target audience, and how can I maintain consistency? Consistency is key: adapting a book series means expanding its audience, but without losing sight of what made the book special in the first place. The format also plays a crucial role - each book is unique and requires a tailored approach. Not all books fit every type of game: while books with a complex plot lends itself well to a role-playing game, a whimsical, magical tale may be better suited to imaginative gameplay. A fast-paced story, on the other hand, aligns with action-driven games.

The second question is How to

test audiences before making a big investment?

When approaching a transmedia expansion, it is recommended to start with smaller, lower-risk formats - such as card games, collectible miniatures, or plush toys. These entry-level products are great for testing audience interest and assessing a project’s viability before taking the leap into larger investments like animation or video games. It’s also worth considering activity books, which bridge the gap between board games and traditional books. They offer a way to expand a brand’s reach while staying close to the publisher’s core business.

The third question, What existing assets can be leveraged for expansion? draws attention to the development of an adaptation The first step is to identify key elements - iconic

Rossella Piccini and Paolo Stefi

characters, captivating settings, and powerful themes. These foundational aspects, often embedded in books, can seamlessly translate into games, licensed products, or toys.

How to Never Lose Sight of the Target

A common mistake in adaptation is assuming that everything can be transformed into a new format. To create a truly effective product, it’s essential to first understand the target audience and strategically choose the best format to engage them. Every adaptation should respect the qualities that made the book beloved by its audience. It shouldn’t be a mere replica but an evolution - one that continues to engage existing fans while preserving the emotional connection to the original work.

Practical Strategies from Page to Play

A transmedia adaptation is always a complex and unique process, with each format requiring a tailored strategic approach. Board games stimulate the mind and encourage competition, while video games demand interactivity

and deep storytelling. Toys need to be tangible and engaging, while licensing can extend from action figures to plush toys. No matter the format, the key is always to maintain a strong connection to the essence of the book and its readers.

For a seamless adaptation process, the story must come first - identifying

the elements that can grow, evolve, and successfully transition across platforms. Whether it’s licensing, games, or toys, the journey doesn’t begin with the product, it begins with storytelling. The key to success is breathing new life into the story while preserving what makes it truly unique.

Elevating Brand Experiences across Europe with Unforgettable Entertainment

by Sofia Li Crasti

Madhouse is not just another event organizer—it’s a powerhouse of innovation, transforming brand activations into unforgettable, immersive experiences across Europe.

With headquarters in Spain and additional offices in France, Germany, Sweden, and Italy, Madhouse is redefining the way brands engage with audiences. Founded by industry veterans David Pérez and Corsino Tamargo, the company has built a reputation for designing largescale, high-impact activations that captivate visitors and strengthen brand connections.

Iconic Collaborations That Captivate Audiences

Madhouse has teamed up with entertainment giants like Marvel, Warner Bros., Universal, Paramount, and The Pokémon Company to produce interactive experiences that transport fans directly into the worlds of their favorite franchises. Its impressive event portfolio includes major intellectual

properties such as: Harry Potter, Marvel’s Spider-Man and Iron Man, LEGO® Fan Factory, Teenage Mutant Ninja Turtles, Jurassic World, PAW Patrol and Minions

Signature Events That Keep Fans Coming Back!

Born in Italy in 2021 thanks to the expertise of Sergio Ravanelli and his team, Madhouse has delivered a diverse portfolio of successful events over the years, each tailored to captivate audiences and reinforce brand engagement.

One of Madhouse’s standout successes is the Marvel Mission Escape Room, an interactive experience that allowed visitors to step inside S.H.I.E.L.D. headquarters or explore Peter Parker’s secret hideout, creating an exciting challenge for both kids and adults.

MADHOUSE

LEGO® Star Wars Event

Marvel Mission Escape Room

The LEGO® Fan Factory, implemented in eight shopping centers across France, Portugal, and Spain, has attracted over one million families annually, solidifying its status as a must-visit destination for LEGO lovers.

Another major LEGO success, the  LEGO® Star Wars Event, featured a life-size, 2-meter Darth Vader, built collaboratively by visitors, along with LEGO dioramas from the movies, video game zones, and massive brick sculptures of Star Wars characters. In Italy, the PAW Patrol Skill Circuit became a favorite among young fans, offering interactive challenges focused on teamwork, sustainability, and problem-solving – all inspired by the beloved animated series. And in March 2024, San Siro Stadium hosted a massive Teenage Mutant Ninja Turtles activation, celebrating the release of Paramount +’s Mutant Mayhem film. Moreover, the amazing Pokémon Tour, organized in collaboration with Gamevision and Nintendo, brought

the world of Pokémon directly to fans across various locations. During 2025, this amazing experience will once again delight Pokémon fans: the company is in fact planning a ten stops tour in the most important Italian shopping centers.

What’s Next? Bigger, Bolder Experiences!

Madhouse isn’t slowing down - it’s expanding its vision with a lineup of bigger, bolder events set to debut in 2025.

One of the most anticipated projects is the Harry Potter Event Tour, which will kick off at Il Centro - Arese Shopping Mall (April 11 - May 4, 2025) before traveling to I Gigli Shopping Mall in Florence (May 9-18, 2025) and multiple other locations. Fans of the Wizarding World will get the ultimate immersive experience, celebrating the legacy of J.K. Rowling’s iconic franchise. But that’s not all - Madhouse is set to unveil brand-new interactive experiences

To stay connected with Madhouse’s latest projects, visit https://www.madhou.se/ or the company’s LinkedIn profile: Madhouse - Brands&Malls.

featuring beloved IPs, such as Minions, Gabby’s Dollhouse, Jurassic World, Dora the Explorer

Shaping the Future of Brand Engagement

As Madhouse continues to push the boundaries of experiential marketing, its unique ability to blend storytelling, technology, and entertainment is redefining brand-consumer relationships. Whether building lifesized superheroes, creating immersive movie universes, or engaging families through hands-on adventures, Madhouse is proving that the future of brand experiences is here - and it’s spectacular.

Teenage Mutant Ninja Turtles Event at San Siro Stadium, Milan

LEGO® Star Wars Event

Paw Patrol Skill Circuit

Marvel Mission Escape Room

TAICCA

Taiwan’s Creative Renaissance at BCBF and BLTF/K 2025

by Sofia Li Crasti

In the thriving context of the Bologna Children’s Book Fair (BCBF) 2025, the Taiwan Creative Content Agency (TAICCA) is set to put Taiwan on the global map with its impressive array of original titles and innovative IPs.

This year, the Taiwan Creative Content Agency (TAICCA) presents the Taiwan Pavilion at BCBF, located in Hall 25, booth B118. A strong lineup of talent is highlighted, featuring 284 original Taiwanese titles from 41 publishers and spotlighting the work of seven distinguished authors. Among them are the 2025 Astrid Lindgren Memorial Award (ALMA) nominees, Yeou-Yu Chang, known for her captivating narratives and enchanting storytelling, and picture book artist Hsu-Kung Liu, with his striking visual art complementing the tales spun in his books. The outstanding works of 2025 Illustrators Exhibition winners, Ballboss and Hsiaochi Chang, are also

showcased. Adding a fresh perspective, the talented trio of A-Meow (Pei-Jung Tsai), Dong Dong, and Wei-Ting Lin represents the next generation of storytellers and artists eagerly shaping Taiwan’s cultural narrative.

My Little Boys: A-Nee-Gu

Through TAICCA, under the Taiwan Content Island brand, Taiwan has been making significant strides in promoting its IPs at international licensing expos, particularly gaining traction in markets like Japan and Korea. Taking the next step, TAICCA’s inaugural participation at the Bologna Licensing Trade Fair/ Kids (BLTF/K) - Hall 29 Mall 2 - is set to introduce a total of 13 carefully selected Taiwanese IPs and brands to the European market, bringing a diverse range of stories and characters to wider audiences. By presenting this broad array of creative content, Taiwan seeks to tap into new markets and forge partnerships on a global scale. Among the highlighted IPs are three innovative licensing brands: Takokuma, well-established in Japan and Korea; The Moon Forgets by Jimmy Liao, an acclaimed and globally recognized IP; and My Little Boys: A-Nee-Gu, a beloved family IP with proven cross-disciplinary potential. This entry into global markets reflects Taiwan’s commitment to advancing its cultural presence and

the top and below: Takokuma

fostering global connections, spreading Taiwanese IPs worldwide, and inspiring new creations rooted in local stories.

Takokuma: A Journey into Imagination

Takokuma is an original character brand by Sunthingood, that has captivated audiences worldwide with its whimsical

TAICCA Licensing Delegates

Founded in 2014, Sunthingood works with over 50 brands on packaging, logos and visual branding for financial and government institutions. Its minimalist designs are favoured by Taiwanese brands, cleverly blending simplicity with creativity.

Jimmy S.P.A. Plus expands the Jimmy Liao brand through creative projects, film adaptations and international partnerships, balancing art and business. With a strong focus on creativity and innovation, they aim to showcase the spirit and appeal of Jimmy Liao’s art, and become an inspiring example of how artistic content can be transformed into a cultural brand.

As of 2010, Dreamland Image is an experimental lab that collects and develops materials from contemporary culture, translating them into original productions and connecting industries through IPs. Spanning film, animation and publishing, its ambition is to create a cultural content cycle.

designs and engaging narratives. Since its inception, Takokuma has crafted a universe filled with charming characters such as Takokuma, Captain 22, Buddy Raccoon, and Hari Hari, who embark on adventures that emphasize the importance of friendship and personal growth, resonating with readers of all ages. The brand’s imaginative stories have won the hearts of many and garnered numerous awards including the Cultural and Creative Product Award and Golden Pin Design Award, and recognition at international licensing expos. With its successful publishing ventures, including picture books such as Takokuma - Picture Book of Finding Good Friends, and Takokuma – Encyclopedia of Peculiar Animals.

Behavior Edition and Appearance Edition, the Takokuma IP continues to push the envelope of storytelling and character development.

The brand’s global strategy includes partnerships and licensing opportunities that bridge cultures, particularly in Japan and China. Successful collaboration with well-known entities brought its unique stories to various merchandising avenues, from cosmetics to experiential projects like capsule toys.

Remarkable Japanese partnerships include a charm collection realized with 0101 Department Store, a sticker

The Moon Forgets

On

this page:

collection with Loft, Mitaka Beer’s apple beer, and a capsule toy collaboration with Korokoro The brand also collaborated with the Chinese See you at Pizza

Excitingly, Takokuma is also venturing into animation, participating in key international events such as the Kidscreen Summit in the USA and the Malaysia International Film Festival, following its win of the SEA AwardMalaysia at the Taiwan Creative Content Fest (TCCF). These achievements further solidified its position as a prominent player in the global creative arena.

The Moon Forgets: A Journey of Love and Resilience

Jimmy Liao’s poignant picture book, The Moon Forgets, tells a touching tale of a lonely boy who discovers the moon has fallen to Earth. Alongside the moon, he nurtures it back to brilliance while the city around them crumbles into chaos in its absence. The essence of this book transcends mere fantasy: it reflects themes of friendship, warmth, and the bittersweet transition into adulthood. Originally published in 1999, just before the Jiji earthquake in Nantou, Taiwan, this tale resonated deeply with many, aiding in the healing of wounded hearts during a tumultuous time.

Since its inception, The Moon Forgets has been translated into 12 languages and has inspired music albums and a children’s musical adaptation in Hong Kong. Thanks to the work of Jimmy S.P.A. Plus, the impact of this narrative extends beyond literature, with

Creative Expo Taiwan 2025 (August 5-11, Taipei Nangang Exhibition Center) is set to be a remarkable gathering of diverse creative brands and IPs highlighting Taiwan’s cultural innovation. The event anticipates over 620,000 visitors and showcases approximately 700 brands and exhibitors. Visit https://creativexpo.tw/ for more information.

The Buyer’s Programme (August 4-7), hosted by the Taiwan Creative Content Agency (TAICCA), offers a unique opportunity for industry professionals to gain insights into the Taiwanese market. Eligible participants include licensing agents, retailers, merchandise buyers, and publishers. Submissions are open online until April 28th, 2025: https://reurl.cc/jQNA6y.

Round-trip economy-class airfare, 3 nights of accommodation will be covered. For inquiries, please contact: taiwan.contentisland@taicca.tw

In

The Moon Forgets

Creative Expo Taiwan 2025

installations, including the iconic Moon Bus in Taipei, reflecting Liao’s ability to integrate art into everyday life. The Moon Forgets’ 25th anniversary in 2024 ensured that the story continues to inspire and provide comfort to old and new generations, thanks to a range of activities and crossover collaborations centered on the theme of courage.

Celebrating

Family with My Little Boys:

A-Nee-Gu

In contrast to Liao’s ethereal work, My Little Boys: A-Nee-Gu, adapted from renowned writer Yi-Chun Lo’s literary work, grounds its storytelling on familiar experiences. The play captures moments in a child’s life, centering on the clever, yet often confused ten-year-

old A-Nee-Gu and his interactions with his family—a muddled father, a graceful mother, a shy older brother A-Pai. The animated series uses 4320 handdrawn animation frames to present a vivid portrayal of love, laughter, conflict, and, ultimately, healing within the family unit. The series has gained remarkable recognition, winning the Golden Bell Award for Best Animated Program twice and receiving multiple accolades at prestigious international festivals. Dreamland Image takes care of its expansion into comics, live musicals, and puppet theater, demonstrating its versatile approach to storytelling. The creation of a theater company dedicated to A-Nee-Gu has brought live audiences into the fold, further promoting the project. In 2024 the series evolved into an animated film project, recognized as part of the Golden Horse Film Project Promotion, affirming its status as a significant cultural export for Taiwan.

The three amazing projects will be showcased at the Bologna Licensing Trade Fair Kids 2025, standing as a testament to the Taiwanese spirit of creativity and inviting the world to discover Taiwan’s enchanting graphic landscapes and compelling narratives.

My Little Boys: A-Nee-Gu

ENZO E PARTNERS

Mastering Success in the Asian Market

Licensing Magazine interviewed Enzo Wang, founder of Enzo e Partners, and Francesco Orlando, Managing Director of the company’s Italian headquarter. The discussion explored their upcoming plans and projects, highlighting the vast opportunities – as well as the challenges – of the vibrant Asian market.

Can you tell us more about your activities in China? What is your primary focus?

E.W. We entered the industry 25 years ago through the premium toy sector. Over time, we moved into automotive licensing, and for the first 10 to 15 years, we were entirely focused on that. We developed a solid reputation,

building strong networks thanks to the thriving automotive culture in China and Asia, with brands like Lamborghini recognizing us as one of their top and longest-standing Asian agents. After establishing an extensive client database, we saw an opportunity to expand beyond automotive brands: many manufacturers in China sought

licenses for a variety of products – bags, luggage, electronic devices – and we began exploring partnerships with luxury brands. Now, we are actively seeking European brands that want to grow in China, traveling across Asia to identify the right partners.

F.O. Exactly. We started with strong experience in licensing within the toy and automotive sectors, but now, our goal is to represent a broader range of Italian and European brands. Brands seeking to enter the Asian market need a strong local partner to navigate its complexities. Our expertise and presence in China allow us to help brands scale successfully in this region.

Do you think European brands still hold strong appeal in the Asian market?

E.W. If a European brand has no presence in China, introducing it requires significant time and effort. Some brands are recognized but not at the top tier, meaning there is room for growth. When

Enzo Wang and Francesco Orlando

we work with a brand, the first 12 to 18 months are dedicated to educating the market, explaining the brand’s heritage and its DNA. Acceptance takes time, and not every brand will resonate immediately.

F.O. I agree. European brands still have a strong reputation in China. Chinese consumers appreciate European craftsmanship and quality, often traveling to Italy and other European countries and learning about brands and trends. While China has evolved significantly, European design and luxury branding remain aspirational.

What are the main challenges for European brands entering the Chinese market?

E.W. Cultural differences are a major challenge, as design aesthetics, color preferences, and brand messaging can be perceived differently, not always aligning with Western branding strategies. Educating the market and creating localized messaging is crucial.

The licensing market in China has evolved significantly. What trends are shaping it today?

E.W. China remains an attractive market for global brands, but it is also evolving.

It was mainly a follower, importing foreign designs and concepts, but now Chinese companies are developing their own brands and competing on a global scale – as Huawei and BYD

F.O. Over the past 25 years, the speed at which China adopts new trends has increased dramatically, thanks to the internet and social media – allowing Chinese consumers to follow global trends in real time. They are becoming more selective, looking for unique, high-quality products.

What are the most relevant trade shows and events in China for brand exposure?

E.W. Traditional trade shows like those in Shanghai and Beijing remain important. However, instead of relying solely on visitor numbers, we focus on creating high-impact brand activations. We combine trade shows with digital marketing strategies – partnering with influencers and leveraging social media, amplifying exposure far beyond physical events.

F.O. From a business-to-business perspective, Shanghai remains a key hub, as the headquarter of many international brands. Events like the China Licensing Expo are important,

but digital strategies are becoming just as crucial.

Experience-based marketing seems to be an important trend. Are other trends like fandom and gaming also relevant in China?

E.W. Absolutely. China is very receptive to new concepts. Gaming, virtual reality, and immersive experiences are all growing areas. The market is competitive, but with the right approach, there is significant potential.

Looking ahead, what are your key projects, and what types of brands are you seeking to represent?

E.W. We are focusing on real estate projects, licensing automotive brands for residential and hospitality developments, and expanding into digital experiences such as virtual reality. The future of retail is moving towards online and immersive experiences. We also see opportunities in gaming and interactive branding.

F.O. We are the right partners for European medium-sized brands looking to enter or expand in China. However, we are selective – we assess whether a brand has the potential to succeed before committing. China is unique and needs the right strategy and local expertise to be approached.

If you wish to meet them in person, Enzo e Partners are present at the Bologna Licenisng Trade Fair/Kids with a spot at the Licensing Business Lounge

Pop Mart x Automobili Lamborghini Mega Space Molly

Xiaomi x Automobili Lamborghini

LICENSING CHINA SHENZEN

Spotlight on Toy Trends at Licensing China Shenzen

The Chinese goods economy has rapidly grown into a dynamic and influential sector, catering to consumers of all ages. With a booming demand for designer toys, collectibles, and licensed merchandise, Toy & Hobby China, Licensing China, and Baby & Stroller China serve as a central hub for the latest industry trends.

The goods sector, which includes action figures, trading cards, blind boxes, and IP collaborations, is experiencing unprecedented growth. With a market valuation of 23 billion USD in 2024, a remarkable 40% increase from 2023, the industry is becoming a hotspot for young consumers and kidults. Fueled by nostalgia, innovation, and strong cultural influences from anime, comics, games, and novels (ACGN), this sector’s expansion highlights its strong consumer demand.

Key Highlights at Toy & Hobby China

Toy & Hobby China is set to highlight emerging industry trends through dedicated exhibition zones that cater to various segments of the market.

A key attraction is the new Trendy Toy Zone, designed specifically for trendy and collectible toys that appeal to both millennials and Gen Alpha. The

International Zone brings together leading brands from Denmark, Germany, Hong Kong, Italy, Japan, Malaysia, and the US, offering a global perspective on the evolving toy landscape.

In these pages: Photos from Licensing China 2024. © Messe Frankfurt (HK) Ltd

Among the exhibitors to watch, industry giants like 4M, Higher Fly Toy, Welly, and Wingart Group Co Ltd present their latest innovations. Adding further value to the event, fringe activities such as the World of Play conference and the highly anticipated Toy and Hobby Award provide insights and recognition to outstanding contributions in the industry.

Licensing China: A Global Licensing Platform

Meanwhile, Licensing China serves as a central platform for brand licensing and IP collaborations, with four major pavilions representing Korea, Taiwan, and New Taipei City. Key participants include the Korea Creative Content Agency (KOCCA), New Taipei City Computer Association (NTCA), Taiwan Character Brand Licensing Association

(TCBLA), and Taipei Multimedia Production Association (TMPA)

Exhibitors showcase well-known IP brands from China, Japan, Korea, Malaysia, and Taiwan, featuring popular characters such as B.Duck, Boonie Bears, GG Bond, Miraculous Ladybug, and The Monkey King Attendees can also benefit from the Greater Bay Area Brand Licensing Industry Development Forum 2025, where experts discuss regional and global licensing trends, helping businesses navigate the ever-expanding world of intellectual property.

Exploring Baby Essentials at Baby & Stroller China

In response to the growing demand in the baby products sector, Baby & Stroller China focuses on the latest advancements in strollers and related

baby essentials. The baby stroller market is expected to grow at a CAGR of 6.6% over the next five years, making this exhibition a crucial hub for industry professionals.

Ride-ons remain the most soughtafter category, attracting 43.1% of last year’s buyers, with leading exhibitors such as BBH, BETTYMA, BOSO, Coolbaby, CN.CUBE, JIMMY CARTER, and Xiaokabu presenting their newest designs and safety features. Additional product segments include baby cribs and beds from Qutong, baby skincare and bath products from brands like Dodohani, Qinyu, and RuiJiBao, as well as indoor play equipment by Hi Tongnian, Lizhi, Migo Bear, Songguo, and Youbeichen. As the market continues to expand, this event serves as a key meeting point for businesses looking to stay ahead of industry trends and innovations.

Strengthening Global Buyer Engagement

China’s recent visa-free policies, extending to 18 additional countries and increasing stay durations from 15 to 30 days, have significantly enhanced international participation. Buyers from over 30 countries, including Australia, Canada, Germany, India, Russia, the UK, and the US, benefit from a seamless sourcing experience.

To further assist buyers, the business matching program facilitates tailored exhibitor meetings. Additionally, an exclusive one-day city tour on Day 3 offers visitors the opportunity to explore Guangdong’s business landscape, including local companies, factories, and retail outlets

The concurrent fairs Toy & Hobby China, Licensing China, and Baby & Stroller China offer one of the most anticipated toy, hobby, and licensing trade events of 2025, taking place from 7 to 9 April 2025 at the Shenzhen World Exhibition & Convention Center.

For the first time, visitors can find a dedicated booth of Licensing Magazine at Toy & Hobby China 2025. Stay tuned for more insights and visit our websites and social media!

For further details, please visit: en.chinatoyfair.com, en.chinababyfair.com, and licensing-china.com

THE SEVEN presents Quiztopia, a Dystopian Netflix Series

by Rossella Arena

Japanese prodco THE SEVEN announces the arrival of Quiztopia, a groundbreaking Netflix series inspired by the cult manga Kokumin Kuizu.

THE SEVEN, a renowned Japanese production company, aims to push creative boundaries with Quiztopia, a new live-action drama based on the cult-classic manga Kokumin Kuizu.

The TV series, which is currently in production and will stream exclusively on Netflix across 190 countries, is set in an alternate Japan where a governmentsanctioned quiz show dictates the fate of its participants. The stakes are high, with winners having their deepest wishes granted, and losers facing harsh punishments such as fines, forced labor, or conscription.

“There is a growing appetite for wellproduced Japanese programming both domestically and internationally”

- Kaata Sakamoto-

Originally written by Reiichi Sugimoto and illustrated by Shinkichi Kato, Kokumin Kuizu was serialized in 1993 and became a rare find until it was reprinted by Ohta Publishing Company due to high demand. The manga was a prescient critique of societal greed and ambition during Japan’s economic bubble era. Its themes resonate even more profoundly today, as producer Tomoki Takase notes:“The world of the original Kokumin Kuizu is so much more relevant today that it is hard to believe it was created during the bubble period.”

The series stars Takayuki Yamada, celebrated for his role in The Naked Director, and is helmed by Teruyuki Yoshida and co-written by Yoshida and Magy Akira Morii, of Alice in Borderland fame, serves as chief producer.

A New Chapter for Japanese Entertainment

Quiztopia is THE SEVEN’s first independently planned and produced series, marking a milestone for the studio, which was founded in 2022 with the support of TBS Holdings

Netflix and THE SEVEN have formed a strategic partnership for the next five years, in which the Japanese prodco will produce original live-action titles exclusively for Netflix.

With the establishment in 2023 of its M6 Studio, a ¥20 billion facility designed to create high-end content for international streaming audiences, THE SEVEN is poised to redefine Japanese storytelling on a global scale with Quiztopia

The series promises cinematic visuals to match its compelling story. VFX producer Tomofumi Akahane highlights the ambition behind the project:“I am enjoying the process of reconstructing the stunning visuals of the original work on Netflix’s world-class canvas”.

Kaata Sakamoto, Netflix’s VP of Content in Japan, also emphasizes this partnership’s importance:“There is a growing appetite for wellproduced Japanese programming both domestically and internationally”.

Takayuki Yamada

Kokumin Kuizu ©Reiichi Sugimoto, Shinkichi Kato/Ohta Publishing Company

Tomarmon, spreading Positivity Worldwide

by Rossella Arena

In a world where stress and anxiety are increasingly prevalent, a unique Asian brand is emerging to offer a fresh solution. Tomarmon, created by Iform Inc., is a group of lovable monster characters inspired by Guatemalan worry dolls.

Founded in 2002, the Korean company Iform Inc. started as a design studio specializing in educational products, such as textbooks, DIY kits, and art supplies for children and teachers. Over the years, the company has evolved significantly, expanding its creative horizons into character licensing.

Tomarmon Monsters to make you stop worrying

In 2017, Iform Inc. introduced its flagship IP, Tomarmon, a group of 10 adorable monster characters inspired by the charm of Guatemalan worry dolls. The name comes from the Spanish word tomar, which means to eat, and the English word monster: the characters are on a mission to consume all of humanity’s daily worries.

The Tomarmon brand is attracting audiences in China, Japan, and beyond. The company looks forward to forging meaningful global licensing collaborations and bringing the joyful

world of Tomarmon to a broader audience, through animation, merchandise and publishing.

Crafting a Global Literary Phenomenon

Dr. Robot TEO is a 13-volume children’s book series, that offers a rich blend of STEM education and imaginative storytelling. In addition, two volumes of the Space Monster Tomarmon book series have been produced and sold in Korea, and the company plans to publish all 10 character books by 2025. The ten little monster friends receive a mysterious message from Earth and embark on a thrilling journey to find their missing friends. Along the way, they face fun and unexpected challenges - riding tricycles, motorcycles, buses, and even diggers! Each adventure, in places like the Africa savanna, teaches them about courage, friendship, the joy of discovery, embracing the beauty of Earth.

Licensing Magazine partners with Sidee Cultural Communication for Asian Expansion

Following the successful launch of the first Chinese edition of Licensing Magazine in 2024, the publication is expanding its coverage of the Asian market. To further strengthen its presence in this dynamic region, the magazine has appointed Sara Wang, founder of Sidee Cultural Communication, as its exclusive agent for China and Asia. The aim of this partnership is to invite more and more Chinese and Asian-based agencies and companies to enjoy the rich world and media ecosystem of Licensing Magazine, with a focus on the next Chinese edition, to be released in October on the occasion of the China Licensing Expo 2025 (October 15-17). For any further info, please contact info@brands-media.com or 3093155779@qq.com.

Sara Wang

What were the main steps in Dynowish’s journey through transmedia storytelling?

Dynowish began as a story close to my heart, to inspire young readers to dream big. The first essential step was creating characters and worlds that felt alive and relatable through books. Then, naturally, the story began to push beyond the page: I started envisioning these adventures visually and interactively, which led us to animation, and now we’re exploring even further possibilities like gaming and merchandise. Each new step is like adding another colour to our canvas, enriching the universe

DYNOWISH

Dynowish’s Journey through Transmedia Storytelling

Licensing Magazine shared a moment of discussion with Paola Myriam Visconti, author and creator of the popular DynowishThe Protector of Dreams saga, published by Giunti Editore. The conversation delved into Dynowish’s evolution, from a compelling book series to an expanding transmedia ecosystem, born from the fusion of literature, art and entertainment.

and inviting our audience to experience Dynowish in new, exciting ways. And honestly, we’re still at the beginning of this wonderful journey.

What are the key elements that make a publishing foundation essential for the longevity and success of a multimedia project?

In my opinion, publishing IPs form the emotional core and heartbeat of any multimedia project. A solid book foundation means having rich storytelling, deep characters, and engaging worlds that readers can connect with deeply. Books create trust

and loyalty among fans, laying the groundwork for everything else that follows. They also give us consistency and authenticity, guiding every decision as we expand into animation, gaming, and other exciting projects. Simply put, the books are the roots of the treeeverything else grows beautifully from there.

What are the main challenges of adapting a book series into an animated series that appeals to an international audience?

From my experience, the main challenge lies in capturing the essence and magic

Paola Myriam Visconti

Dynowish at Giunti Odeon Library, Florence

of the books and making them come alive visually and emotionally for a global audience. You need to make careful choices about what to adapt, how to simplify complex ideas without losing depth, and how to balance universal themes with cultural nuances. Humour, emotions, and even character behaviours often need adjustments to resonate universally. But above all, the real challenge - as well as the real joy - is making sure the heart of Dynowish stays intact, no matter what language or culture the viewer comes from.

What role do gaming and merchandising play in expanding the Dynowish universe beyond books and animation?

While working on a film adaptation to bring the magic and epic nature of Dynowish to the big screen, we are currently exploring gaming and merchandising to produce educational and entertaining games, set to expand the Dynowish universe even further. These projects are still in progress, but I see both gaming and merchandising as remarkable opportunities. Gaming represents a way to truly immerse fans in our universe, allowing them to become part of the story itself; merchandising, in the meantime, can transform beloved characters into tangible companions, and symbols into personal keepsakes. Though we haven’t fully realised these dreams yet, I strongly believe they will deepen our connection with fans and make Dynowish an even richer and more interactive world to explore.

How does your dual role as a writer and entrepreneur help transform Dynowish from a story into a global franchise? Being able to balance my double work as both a writer and an entrepreneur is actually a real asset: it means I can keep Dynowish faithful to its identity

About Dynowish

while actively shaping its future growth. As a writer, I am committed to protect the emotional authenticity of stories, ensuring they always resonate with readers. As an entrepreneur, I’m always dreaming bigger and finding strategic ways to expand Dynowish into new

Dynowish. The Protector of Dreams saga will consist of a total of nine books, aimed at children between 7 and 12. The prequel, Dynowish and The True Story of Abandoned Dreams, was followed by the first volume The Tears of the Moon, with the next installment, The Moon Flower, currently in development. Available in both English and Italian, the saga has already achieved considerable success in Italy and the Middle East, thanks to its universal themes of resilience and hope; the project has attracted the interest of major international groups, particularly in China. With a solid expansion plan that includes an animated series in partnership with TwelveP Animation and award-winning content creator Josh Selig, merchandising products, and future developments in the film and gaming sectors, Dynowish is ready to reach new heights in the entertainment industry.

formats and markets. Personally, I love the harmony this dual role brings, because it allows me to nurture the creative spirit of Dynowish while building an exciting path forward, turning this beloved story into something truly global and lasting.

Dynowish Statue by Antonio Signorini at Giunti Odeon, Florence

In these pages, photos by M. Squillantini

Peter Rabbit’s Endless Charm

As Peter Rabbit continues to thrive across books, movies, TV series, and merchandise, Penguin Ventures faces the challenge of preserving its literary heritage while adapting to a dynamic transmedia landscape. Licensing Magazine shared a moment of discussion with David Sprei, Commercial Director of Penguin Ventures, UK, exploring the company’s approach to the evolution of the beloved IP, involving a careful balance of tradition and innovation and ensuring authenticity while exploring new avenues for storytelling.

Given Peter Rabbit’s expansion across books, movies, TV series, stage shows, and merchandise, how does Penguin Ventures ensure that the brand retains its core values and heritage while adapting to the evolving transmedia landscape?

Any franchise needs growth to stay relevant and keep up with consumer demand. We continue to deliver against our core values by keeping to our principles ensuring what we do is relevant and authentic. We are forever

exploring new ways of telling our stories off the page, but it is much about what we don’t do, and we certainly wouldn’t compromise our heritage literary brand. As the brand owner, we work with long lead times to ensure our franchise planning is clear and consistent, whilst delivering yearly brand themes and tent pole moments to ensure everything we do at retail, through our experiences and across digital are all aligned.

The 2025 Nursery Keepsake Campaign and ’Tis the Season to be Snuggly leveraged digital platforms to engage families. How does Penguin Ventures plan to evolve its social media strategy to maximize engagement and reach new audiences in the coming years? Our evolving social media strategy has to be a blend of traditional and emerging platforms, data-driven content creation, and strategic partnerships, all

David Sprei

Peter Rabbit Experience at Willows Activity Farm, Hertfordshire

Peter Rabbit x Orchard Toys

aimed at expanding reach and fostering deeper connections with our audiences. It is imperative to have meaningful presence and direct dialogue with our Global Fans and so we invest in comprehensive digital campaigns to support our key tent pole moments and activations across multiple touchpoints, and we’re thrilled to see our brand being celebrated by users on newer platforms like TikTok, too, demonstrating the ongoing appeal of Peter Rabbit for multiple generations. We have a large baby, infant and newborn business so we need to be where new parents are consuming social content and stay up to date with new trends and social development and I’m keen to see how the growth of TikTok Shop will impact and benefit the licensing world.

With over 350 global licensees and partnerships spanning apparel, homeware, and live experiences, how does Penguin Ventures balance the identity of literary classics with the need for commercial expansion and today’s consumer habits?

Our timeless brands are trusted by parents and resonate with children, so we have a responsibility to continue to tell these much-loved stories for today’s audiences which means finding new ways to do this. We must stay relevant and authentic whilst innovating against product development, creative and through technological changes, which we see as a positive opportunity to strengthen the brand offering and audience experience. With new trend driven style guides, product innovation or by bringing new tech into our experiences, we are able to continue to grow our business and reach new audiences.

In the ever-evolving transmedia landscape, do you believe the book still holds a relevant position? What is its role in your business plans?

We wouldn’t be here without the book, and it is fundamental to everything we do. It is firmly part of our DNA, and we work very closely with the publishing team to align on their plans. They work so far out which enables my team to effectively strategise early on to ensure we can bring new seasonal themes and key titles into our side of the business. It also works the other way where our style guides and creative development can help inform certain areas of publishing so we’re very much aligned as a division and share that collective responsibility

With the upcoming 160th anniversary of Beatrix Potter in 2026 and the 125th anniversary of Peter Rabbit in 2027, what new licensing categories, partnerships, or experiential initiatives are being planned to celebrate?

We’ve got some thrilling plans in the works for these milestone anniversary years, with exciting collaborations, fresh partnerships, and new experiences on the horizon - but you’ll have to stay tuned for the big reveal!

Peter Rabbit English afternoon tea, in collaboration with The Peninsula Hotels

Gucci 2023 Peter Rabbit Collection

Peter Rabbit x Jojo Maman Bébé

KIDS

Discovering New Children’s Books from around the World

by Rossella Arena

The global children’s book market is bursting with creativity and innovation. Across continents, leading international publishers and agencies are releasing new children’s books that explore relevant topics like environmental awareness, social-emotional intelligence, and cultural heritage through captivating characters and interactive stories.

European Horizons: Poland, Germany and Spain

Europe places a high value on creativity and reading in early childhood education. Books for 6-8 years olds are particularly noteworthy as they offer increasingly complex storylines and interactive elements.

Wydawnictwo Dwie Siostry, a Polish publisher renowned for its high quality children’s literature, has recently launched two exciting titles. The City of the Dancing Carp (8+), by Aleksandra

and Daniel Mizielińscy, the authors of Maps and Under Earth, Under Water, contains over 30 hours of gameplay with quests to complete. It includes 2 books, over 250 stickers and countless hours of fun. The story is set in a bustling town preparing for an annual festival, with challenges including a mysterious illness and magical experiments. The outcome depends on the reader’s actions.

Wolves. True Stories by Michał Figura, illustrated by Aleksandra and Daniel

The City of the Dancing Carp Top Image: The Umbrella by Lecturita

Mizielińscy, is a wildlife comic book that debunks stereotypes about wolves thanks to seven true stories.

Literact, a German kids’ media and literary agency, boasts a diverse portfolio including bestsellers such as Cleo Cloudhead, and The Oat Crew, one of the top 5 children’s series in Germany. One of its most notable new titles is The Pink Crocodile, a picture book for children aged 4+, emphasizing family quality time. Written by bestselling author and teacher

Saskia Niechzia, the story revolves around Monty, who finds a magical crocodile that helps restore his family’s holiday spirit. Heroes of the Pasture is a new book series with comic elements for ages 8+, illustrated by the internationally successful Betina Gotzen-Beek, also known as Florentine Prechtel. The series follows Shaggy, a highland cow, and his friends as they solve mysteries on an organic farm, leading to humorous and thrilling adventures. After the first two titles, the series is set to continue in autumn 2025.

Arena Publishing, a leading German publisher of children’s and young adult books, is launching I Can Do That! by Stefanie Dahle, a heartwarming board book for children aged 2+, that features Linda Ladybird’s adventures in overcoming fears and building selfconfidence. The book presents stunning illustrations and interactive elements like UV spot and high embossing. Available from 26 March, A Secret From The Past by Anna Ruhe is part of The Magical Pharmacy series. The book takes Luzie and her friends back in time to 19th-century Rome as they uncover a plot threatening their present. With breathtaking twists, magical scents, and enchanting illustrations by Claudia Carls, this atmospheric tale is filled with excitement, danger, and a touch of romance. Perfect for readers aged 10 and up, Anna Ruhe’s captivating series has already sold over 1.5 million copies worldwide.

Spanish publisher Akiara Books’ A Landscape, a Blossom by Inês CastelBranco, illustrated by Neus Caamaño, explores flowers as nature’s gifts, each linked to a specific place (meadows, mountains, lakes, ponds, jungles...) and climate. When they cluster together, the

flowers create a unique landscape of white, yellow, orange, red, pink, purple,

blue… With illustrations that capture the essence of each landscape and each flower, the book is a colorful journey through thirty special flowers worldwide, capturing their essence and beauty. In the picture book Let’s Play in the Snow, illustrated by Verónica Fabregat, seven friends go out to play in the snow. They take coats, skis, and sledges, and they build snowmen and walls, fall, get wet and get lost in an intense morning with a happy ending. A book without words, an awakening in white.

Latest Releases from Popular Italian Authors and Webstars

Tunué is introducing two new captivating comic book titles. Available from April 2025, Try Not to Laugh by Pera Toons is a game book for children aged 7+, filled with puzzles, riddles and mysteries. It encourages readers to engage with the Italian language through jokes and wordplay, making reading a fun experience.

The Oat Crew

Let’s Play in the Snow

A Secret From The Past

The Pink Crocodile

Additionally, Tunué presents the new comic book adaptation Dracula for the ‘da paura!’ series, curated by Simple & Madama. This series offers horror and adventure classics in a tender and accessible version for young children aged 7 and up.

Zelda was a Writer, the project founded by Camilla Ronzullo, returns to bookshops with I am Anger, an essential book for all ages by Ape Junior. Through stories, strategies and interactive pages designed for reading, drawing and coloring, this book teaches children how to embrace anger and transform it into creativity and vitality.

Ttipi: where Small means Mighty in Children’s Publishing Ttipi, which means ‘small’ in Basque, is a French-based agency specialising in the international sales of high-quality children’s books. They proudly represent titles originally published in French, English and Spanish, promoting a diverse range of stories and cultures.

Here are the latest titles from some of the imprints they represent.

Tony and Tina (Comme des géants, Canada) is a board book by Nadine Robert and Obom, for ages 18M+. In volume 1, The Hat, the friends Tony and Tina embark on a whimsical adventure filled with surprises and giggles, to find Tina’s missing hat. Volume 2 I’m Going to Catch You sees Tina on a mission to catch Tony, but with every turn, she finds something unexpected instead. From a cow in boots to a watermelon surprise, this silly game of hide-and-seek is full of laugh-out-loud moments that little readers will love.

Tony and Tina

My Language Rights (Scribble, Australia) is a non-fiction book, by Judy Thompson and Tete Garcia, for ages 3+. It empowers children to cherish their linguistic heritage and recognize language rights as fundamental human rights. Based on PEN International’s Universal Declaration of Linguistic Rights, My Language Rights uses engaging stories and vivid illustrations, to appreciate multilingualism and how it enriches our shared experiences and knowledge.

Everything Amplified (Cicada UK) is a comic book by Ziggy Hanaor and Sara Lippett. Suitable for ages 13+, it is a I am Anger

2025 Global Children Picture Book Market Report

According to Cognitive Market Research, the global children’s picture book market is forecast to grow from USD 4715.2 million in 2024 at a CAGR of 4.3% through 2031. North America leads with 40% of global revenue in 2024, and Europe holds 30% of the global market, while Asia Pacific is the fastest-growing market with a CAGR of 6.3%. Traditional books dominate, but e-books are gaining ground. The growing demand for children’s books that represent the diversity of the world’s population has led to an increase in diversity, with book characters from different nationalities, ethnicities and backgrounds. Key players include Scholastic and Penguin Random House, which are focusing on innovation to stay competitive. For further info: https://www. cognitivemarketresearch.com/

narrative about teenage life, sibling dynamics, identity, and finding one’s voice through music. The story also highlights key female artists from the last 50 years, opening the minds of young readers to a journey of musical discovery.

Vibrant Images and Amazing Storytelling in American Picture Books

No Huddles for Heloise, from Canada’s Orca Books, tells the story of Heloise, a penguin who likes a lot of things: sledding, giving rocks to her friends,

Everything Amplified

and eating fish popsicles, but dislikes crowds and huddles. After a close encounter with a leopard seal, Heloise realizes the value of her community. The picture book explores themes of introversion and social anxiety, highlighting the importance of socialemotional learning.

From the same publishing house, The Friendship Guide by child psychologist Jillian Roberts outlines key ideas on building strong friendships, essential for children’s mental health.

The Argentinian Lecturita presents two stunning picture books. The Umbrella by

Nicolás Schuff and Andrea Antinori, is a humorous allegory about a green, welltraveled umbrella, exploring the chain of coincidences in life. Nomo by author and illustrator Mariana Ruiz Johnson, is about a boy who befriends a tiny gnome on a mission to find something extraordinary in the human world, only to discover the most wonderful thing is… spicy sauce!

Asian Pacific Literary Gems

The Asia Pacific region is experiencing rapid growth in the children’s picture book market, driven by parents and teachers seeking engaging and educational materials.

From Australia’s Five Mile, the illustrated book Julius Squeezer, written by Mary Anastasiou and illustrated by Marina Verola, follows a python learning to gently greet jungle friends, with an unexpected ending. It introduces

rainforest animals, exploring themes of friendship and problem solving. Llamas in the Library, by James Hinchen and illustrated by Ian Worrall-Dutton, is a chaotic tale of teamwork and resilience, as thirteen mischievous llamas turn a calm school day upside down, and disrupt a school library. Little ones will love the rhyming text and compelling story.

South Korean Bir offers intense and sophisticated children’s books which continue to gain international recognition. 100 Bears is the winner of the BIR Sagaksagak Picture Book Award for children ages 2 and above. The cover shows a polar bear standing alone on a small floating glacier next to a halfsubmerged number 100. The title is a homonym, meaning both 100 bears and polar (white) bear, as the number 100 has the same pronunciation as white in Korean.

The book ends on a heavy note, suggesting that all polar bears and glaciers have disappeared due to global warming. The author used a counting book to introduce young readers to the

complex topic of global warming and its shocking effects in a straightforward manner.

Hans Christian Andersen Award winner Suzy Lee has rejuvenated a traditional fable, The Young Man Who Bought the Tree Shade, with her own modern twist, bringing The tree shade book (5+) to life. This work has an unconventional construction, opening like a long folding screen and creating an illusion of trees and shadows. The 3-dimensional effect adds a sense of drama for the reader to enjoy. The English-translated edition was named one of the top 10 best children’s books of 2023 by the Wall Street Journal and one of the best picture books of 2023 by the Kirkus Review.

Komiket, a non-profit organization in the Philippines, publishes comics primarily for young adults and adults, but also offers titles suitable for middle grade readers, covering a wide range of themes and genres.

Among the middle grade comics (12+)

Nino Bughaw (Boy Blue), written and illustrated by deaf creator CJ Reynaldo, follows a deaf boy with weathercontrolling powers. He must save his village from an evil engkanto and restore the town’s hearing. The comic features themes of acceptance, friendship, and magical beings.

School Run is a horror adventure comic by Macoy Tang & Ardie Aquino, set in a post-apocalyptic Philippines where students must survive zombie attacks on their way to school. It combines humor, action, and social commentary.

Ambessa: Chosen of the Wolf

Ambessa: Chosen of the Wolf, an epic fantasy novel based on Riot Games’ flagship titles League of Legends and Arcane lore, is available in the US, UK, Spain and Poland from March 2025. It will also be published in Germany, France, Hungary, Italy, Turkey and additional territories. Written by author C.L. Clark and published by Hachette Book Group’s Orbit imprint, the novel focuses on fan-favorite League of Legends champion and Arcane character Ambessa Medarda, a Noxian warrior general and mother of Mel Medarda.

The story takes place 10 years before the events of Arcane and follows Ambessa’s fight to become the head of the Medardas.

100 Bears

Content and Licensing. The Perfect Match

by Cristina Angelucci

From March 31 to April 3, 2025, BolognaFiere hosts the 18th edition of the Bologna Licensing Trade Fair/Kids (BLTF/K), dedicated to the licensing sector for children, teenagers, and young adults. Integrated within the 62nd Bologna Children’s Book Fair (BCBF), the global leading children’s content event, BLTF/K is the key event for licensing professionals, offering an exclusive platform for networking, innovation, and business opportunities crossing publishing, audiovisual and gaming industries.

The main novelty of this edition is the launch of the first matchmaking platform for exhibitors and professional visitors, together with a wider Licensing Business Lounge and a new section devoted to the match between Licensing and Illustration, that is the Arts Licensing area.

Licensing Portfolio Reviews return and double!

Following the success of the inaugural 2024 edition, the Licensing Portfolio Reviews once again connect young illustration and design talents with licensing professionals. In 2025, there are over 100 talents’ registrations

BOLOGNA LICENSING TRADE FAIR/KIDS

and over 30 companies attending. Among them, we can quote prominent entities like Monnalisa, Clementoni, Carioca, Movimenti, Minalima, Doodle Production, Feenix Studio and many others. This edition’s spotlight is on the toy, stationery, gaming, fashion and animation worlds.

International Kids Licensing Days (IKLD). A new breaking-record edition

BLTF/Kids organizes, in collaboration with Licensing Magazine, the 5th edition of the International Kids Licensing Days (IKLD): three packed days of indepth conversations on key industry themes, from licensing to publishing, from audiovisual media to games. Over 60 international speakers debate on fandom, the growing influence of gaming, its interaction with licensing and publishing, best practices on book to screen projects, the achievements of licensing giants — such as Mattel, Moomin, DeA Planeta Entertainment on

the occasion of their anniversaries - and unmissable licensing previews.

What’s new from exhibitors

Among the 53 prestigious exhibitors and registered companies, we can mention The Pokémon Company International, DeAPlaneta Entertainment, Universal Products & Experiences, Sanrio, Mattel, Rai Com, Starbright Licensing, Maurizio Distefano Licensing, Paramount - as well as new names like Kings League, ChefClub, The Mouse Mansion, Peanuts Worldwide, Minalima, The Smiley Company and many others.

The event also highlights what’s new from the Asian market with companies like Tomarmon from South Koreaarticle at page 80 - and Taiwan Creative Content Agency (TAICCA) - article at pages 70/73 -, exploring new networking and expansion opportunities in the European and International market.

Yu-Gi-Oh! a Multi-Generational brand in the licensing industry

Yu-Gi-Oh! property of Japanese group KONAMI, that became famous thanks to the very popular manga, Trading Card Game and Anime series, is the recent portfolio acquisition of Starbright Licensing, in Italy. The franchise continues to expand its rich offerings, with 8 Anime series and 3 theatrical movie releases so far. The anime series is available in over 200 countries worldwide and is available on various broadcast, digital and streaming platforms.

To date, fans have been engaged by reading the original Manga as well as watching more than 1,000 Yu-Gi-Oh! Anime episodes across eight series and playing Yu-Gi-Oh! TRADING CARD GAME and Yu-Gi-Oh! digital titles.

Based on the Friendship, Healthy Competition and Adventure values, the brand is targeted to a multi-generational public of Millennial Gamers, Gen Z and Gen Alpha. It is adaptable to a wide range of product categories: Toys & Games, Back-to-school, Publishing, Collectibles, Fashion & Footwear, Home, Promotional and special Collabs. Recent collaborations with Adidas and McDonald’s have been particularly successful.

In the Italian market, Starbright Licensing, thanks to the development and expansion of the licensing program, is further expanding the presence of the Yu-Gi-Oh! property through strategic partnerships with leading companies in the relevant categories.

Recent licensing agreements include Panini for the Kiosk category and Clementoni for Puzzles. Other licensing agreements in the Apparel and Confectionery categories are currently being finalized.

Pocket Money Toys by Cool Things

Here’s a selected preview of companies attending the event, not previously mentioned in this issue.

Rai is an Italian leading media company. Its subsidiary, Rai Com, handles the distribution of Rai

and third-party rights globally. The Licensing & Merchandising division oversees brands from development to commercial agreements, leveraging Rai’s high audience ratings to create a unique market presence. Among their highlighted properties, we can mention the successful live-action also

broadcast on Netflix, Mare Fuori

Nearly fifteen years after their debut,  Sam & Julia continue to captivate families worldwide, sparking creativity, kindness, and adventure. Born as a Dutch publishing success, it later developed into a global sensationwith 23 titles, over 1 million books sold, and translations in 27 languages. The Mouse Mansion brings to life the engaging adventures of two tiny mice with big personalities, promoting important values.

Booster Milano is a new licensing and consulting agency that turns potential into results. With a strategic, integrated, creative, and data-driven approach, it enhances brand value across key sectors, thanks to a team with hands - on experience in both companies and agencies. Its portfolio spans from kids to sports, from art to evergreen properties, including brands such as Talking Tom Heroes, Cry Babies, Mini Pet Pals, Tulipop, Gazzetta dello Sport, and more.

Starbright Licensing agency confirms its leading position in Italy for the Anime

and Kidult target, thanks to its strong and various portfolio of Japanese animation and Gaming IPs – growing trends in 2025. Starbright’s portfolio includes beloved IPs, such as Stumble Guys, Sanrio Characters, Dragon Ball, Naruto, Attack on Titan, Evangelion, My Hero Academia; BLUE LOCK, sports manga and anime; Yu-Gi-Oh! and the preschool series Miniheroes of the Forest, produced by Movimenti Production (pages 62-63).

Studiogiochi has an amazing portfolio with custom board games, designed to complement marketing campaigns, contests, anniversaries, events, products, and amazing puzzles, which can be printed on packaging enjoyed online as well. Studiogiochi provides a solution for every brand!

Cool Things is a well-established player in the capsule toys and pocket money toys categories. This year is rich of exciting launches of brand-new collections from popular brands – such as Sanrio, Harry Potter, DC Justice League, Paw Patrol, Care Bears, Mattel, Peanuts, South Park, and Tokidoki

For over 50 years, The Smiley Company has been spreading positivity and shaping culture. What began as a simple Smiley icon has evolved into a globally recognized brand, championing emotion, storytelling, and innovation. Now, after a successful 50th anniversary

BLTF/K Facts and Figures

+800 brands represented

+53 International Exhibitors

+60 international speakers at the International Kids Licensing Days

+30 Licensing Portfolio Reviews sessions

+250 awards submissions

campaign in 2022—which reached billions worldwide through 60+ brand collaborations, street art, and retail activations—Smiley is gearing up for an even bigger milestone: 30 Years of Smileys in 2027!

Barbapapa, represented by TF1 Licensing, enchanting audiences of all ages since 1970, celebrates its 55th Anniversary in 2025, with exclusive events and new products. The beloved series airs on TFOU and TF1+, captivating 33.9% of children aged 4 to 10. It is also broadcast on RAI, YLE, RTBF, RTF, ORF, and across many territories on Nick Junior. Exciting lifestyle collaborations have been launched, including partnerships with the RMN-Grand Palais, the Louvre, and fashion designer Pero.

With over 3 million books sold worldwide, Studio MinaLima brings the enchanting world of illustrated and interactive MinaLima Editions to BLTF/K. The design studio presents a first look at the next book in the award-winning MinaLima Classics series, Frankenstein, and more to be announced.

The Fondazione Milano Cortina 2026 offers a comprehensive licensing program for the Winter Olympic and Paralympic Games. Among the distinctive elements there are: Italia Team, the Olympic and Paralympic Torch Relay, the discipline pictograms, and the “Look of the Games,” the visual essence of the Games. The mascots Tina and Milo, accompanied by the friendly Flo, are the stars of a unique licensing program, primarily designed for the kids’ target audience.

MinaLima

THE KINGDOM OF SANTA CLAUS

A Daily Christmas Universe

Licensing Magazine interviewed Giorgio Onorato Aquilani, founder of the Kingdom of Santa Claus. Born as a retailer, it later has been expanding into multiple media, ready to bring magic into children’s everyday life.

What is the vision behind The Kingdom of Santa Claus?

The Kingdom of Santa Claus was born from the idea of bringing the magic of Christmas into everyday life. Not just a season, but a state of mind… Something that could help people, young and old, reconnect with their purest, most genuine selves. I’ve always believed that Christmas holds an untapped depth. It’s not just about festive decorations or gifts… it’s about rediscovering wonder, believing in goodness, and rekindling the magic of possibility. That’s what The Kingdom of Santa Claus is.

Your universe spans books, music, merchandising, and live experiences. How do all these elements work together?

Storytelling is at the heart of everything. Whether it’s in books, music, or immersive experiences, each piece of The Kingdom of Santa Claus is a portal to the same magical world. Our brand extends beyond publishing: it lives through Elfidea, our retail line, our collaborations with Warner Music, and immersive experiences that allow people to step into the magic. We’re building a world that people can visit, touch, and carry with them, bringing magic back into everyday lives.

You mentioned that The Kingdom of Santa Claus is an evergreen IP, not just a seasonal product. Can you explain? Absolutely. Christmas is the backdrop, but its themes and values are universal. And the Kingdom of Santa Claus is a world you can step into at any moment. Yes, it embraces the spirit of Christmas in its scenario, but it’s really about the magic that we often lose in adulthood… the ability to believe, to dream, to wonder. And that’s why our IP expands beyond books. It’s about music, experiences, and products that keep the magic alive all year long.

The publishing industry is always looking for the next global franchise. Do you believe The Kingdom of Santa Claus has the potential to be that franchise?

I absolutely do. There has never been a true Christmas storytelling franchise that lives across all media: we have beloved holiday films, classic books, and timeless songs... but they only exist in isolation. There is not a fully structured, cross-media world that defines Christmas the way Star Wars defines sci-fi or how Disney owns fairy tales. The Kingdom of Santa Claus perfectly fills that gap.

Giorgio Onorato Aquilani

When Illustration goes beyond Books

An amazing BLTF/K 2025 addition, the new Arts Licensing Area is the ultimate meeting point between licensing and illustration.

The brand-new Arts Licensing Area serves as a crucial meeting point between licensing and illustration, offering illustrators and Art Licensing agencies an exclusive opportunity to present their work to an international professional audience. Below a short intro to the Arts Licensing Area exhibitors!

Blue Fish Tales is a design company that specializes in creating lovable characters, whimsical illustrations, and captivating designs that can be translated on any kind of product. The agency works for several media, toy and consumer goods companies internationally.

Cartel  is a high-quality brand design agency. Their works are a bridge to multicultural inclusiveness and honour the tradition of commercial illustration and propaganda. They believe in the synergy between images and words to align hearts and minds towards the purpose of a brand.

Purple Rain Illustrators agency is more than just a collection of exceptional artists. They value the power of relationships, both with illustrators and with clients, crafting innovative solutions tailored to specific needs.

Koobozoo is an Italian company born from the desire to create unique animalshaped lamps and luminous garlands, which are amazing decoration items bringing colour, happiness and warmth into children’s bedrooms. Every item is handmade, with felt and colored fabric threads.

Suzan Lind Art Licensing and Design curates and licenses artwork across industries including gifts, textiles, toys, stationery, publishing, and more. Partnering with manufacturers, the agency collaborates with companies that understand how compelling art captivates buyers and drives sales.

Les Ty Fermiers (The Tiny Farmers) is a young innovative brand that addresses the fundamental challenges of children’s

socio-emotional development by integrating advancements in cognitive science and education.

Ukulittle® is an innovative preschool brand. It offers a unique approach with tactile and multimedia resources, eBooks, and visual aids. Ukulittle® partners with licensees such as publishers, interactive media companies, and toy manufacturers.

Licensing.io is a subscription-based platform that helps illustrators to promote their artworks and design beyond books to be exploited for any kind of consumer goods projects. Always focusing on unconventional agencies, Exactly.ai is the world’s first ai marketplace that puts creators at the forefront. They provide digital tools to make beautiful illustrations accessible to brands while ensuring those who create them retain their rights and are properly rewarded!

Koobozoo Lamps

TV/FILM AND GAMING

Audiovisual and Gaming. From and back to the Page

Two amazing dedicated special areas at the Bologna Children’s Book Fair, promoting storytelling beyond the book, integrating publishing with the audiovisual and the gaming industry.

Returning for its second edition, the TV/ Film Rights Centre provides audiovisual producers with direct access to the publishing world. Designed to facilitate the transition from page to screen, this dedicated space fosters meaningful connections between publishers, gaming companies, literary agents, and licensing professionals.

Close to the TV/Film Rights Centre, is set the new Games Business Centre, created by the Bologna Children’s Book Fair and the Frankfurter Buchmesse, in partnership with Spielfabrique, with the aim to expand the possibilities for

book-to-screen adaptations, integrating the publishing rights market with the gaming industry.

Among the gaming companies attending Bologna for the first time, we can mention PlayNook, which is a tech startup specializing in AudioGames –interactive experiences driven by sound. PlayNook’s goal is to revolutionize the gaming industry by using audio as the primary tool for interaction. The power of sound enables immersive and inclusive gameplay, making it accessible to everyone. Inspired by ‘80s gamebooks, PlayNook’s AudioGames are designed for on-the-go and accessible entertainment, allowing anyone to play in any context. Another first time in Bologna is for the Danish company Savannah, which boasts many years of experience breathing new life into classic children’s stories through games. Notable examples include Rasmus Klump, Alfie Atkins, Happy Lion, and The Story of the Little Mole Who Went in Search of Whodunit. In Bologna, they showcase their new digital distribution platform (pixiplay.com) to connect with publishing partners looking to bring their stories to digital markets.

The first time in Bologna for… Run With Us Productions

CEO of Run With Us Productions, Kevin Gillis has produced a number of globally successful media projects. They include The Raccoons, RoboCop: The Series, Atomic Betty, 2 Universal Soldier MOWs for Showtime; the Warner Bros theatrical feature The Nutcracker Prince, starring Peter O’Toole and Kiefer Sutherland; Disney’s Camp Lakebottom and Jimmy Two Shoes, Miss BG (Bravo Gudule), among others. His shows have been broadcast in over 180 countries and have been nominated for and won a number of respected global awards. His goal attending Bologna is to look for new partners for The Raccoons and The Legends of Meoshín’ké.

The Raccoons

Savannah

The Ultimate Guide for unlocking Success on YouTube

Licensing Magazine engaged in a compelling interview with Adam Rumanek, Founder and CEO of Aux Mode. The discussion delved into essential best practices, powerful audience-building techniques, and effective monetization strategies for content creators determined to maximize their reach on YouTube, the leading platform for kids’ content.

What are the most effective strategies you recommend for growing a YouTube channel’s audience, especially when focusing on kids’ content?

I firmly believe high-quality content is essential for attracting and retaining users. However, when focusing on ideal strategies to attract audiences, I prioritize three necessary elements: custom thumbnails, titles, and descriptions.

Thumbnails are often the first visual

impression users have of your content, and can significantly increase clickthrough rates by capturing attention quickly; titles serve as the primary advertisement for your content; descriptions, although often overlooked, can provide important context and encourage engagement if carefully crafted.

How can creators successfully monetize their content on major kids’

platforms while navigating the unique challenges and regulations of these platforms?

While YouTube content specifically created for children cannot be monetized through ads due to COPPA regulations, there are still several ways for generating revenue. These include selling merchandise related to your content, such as toys or books, or exploring live streaming and affiliate

Adam Rumanek

marketing opportunities. Additionally, partnering with brands for sponsorship can be a lucrative option.

In what ways does Aux Mode help both individual creators and large entertainment companies in safeguarding content?

At Aux Mode, we employ a dual approach to protect your content effectively. Our advanced system utilizes YouTube’s Content ID automated fingerprinting technology, which allows us to detect unauthorized use of your videos swiftly and accurately. This means that whenever a potential infringement occurs, we can identify it quickly and take appropriate action. In addition to this automated monitoring, we prioritize proactive oversight by actively monitoring the platform for any instances of content misuse that the Content ID system might miss, manually claiming unauthorized content.

How has your background as an internet entrepreneur and programmer shaped the vision and development of Aux Mode since its inception in 2012? My personal experience has been

instrumental in sharpening my focus and enhancing my ability to persevere through a variety of challenging situations and differing viewpoints. It has taught me the importance of adaptability, especially in environments where opinions may vary widely. As time has gone by, our team has invested efforts into fostering collaboration, which has allowed us to gradually align on a shared vision. This united direction is vital – and that is what ultimately guides us.

What future trends in streaming and digital monetization should content creators and studios be aware of to stay competitive in an evolving market? In today’s rapidly evolving digital landscape, content creators face both exciting opportunities and unique challenges. Many key trends and strategies should be leveraged for content creators to enhance their reach and maximize revenues: for example, niche platforms are growing in popularity, and we are likely to see a trend toward consolidation through mergers. This could create both new opportunities and challenges for

About Aux Mode

Aux Mode assists individuals and professional entertainment companies, including studios and distributors, in safeguarding, revenue reporting, and monetizing their content on streaming platforms. Its team is composed of experienced and innovative new media experts, programmers, developers, and digital marketers, specialized in digital rights management, content strategy, and IP protection, providing tailored online strategies for creators in the world of online video content.

For any further information visit: https://auxmode.com/

content distribution. Also, diversifying content formats can help broaden your audience. For instance, if you primarily produce audio content, consider expanding into video, and vice versa. There is potential for platforms like Netflix and Spotify to merge, which would offer a more integrated content experience. Moreover, providing audiences with multilingual content can significantly expand your reach and revenue potential – especially by dubbing your content into Spanish, Portuguese, and Hindi. Lastly, affiliate marketing is expected to become an increasingly lucrative revenue stream for creators. By strategically incorporating affiliate links into your content, you can earn a percentage of sales generated through your referrals.

CARTOON MOVIE

Cartoon Movie: Expanding IP Horizons beyond the Films

by Serena Previderè

Cartoon Movie is an exceptional opportunity to explore the creative market and trends in the animation industry. This key pitching event, which connects professionals in European feature-length animation, took place from March 4-6 at the beautiful Palais des Congrès de Bordeaux Lac. Over the course of three full days, the event fostered ideasharing and networking among various professionals, including distributors, sales agents, producers, broadcasters, investors, creatives, and publishers.

Organized by CARTOON and supported by the Creative Europe – MEDIA Program of the European Union, with the partnership of CNC, the NouvelleAquitaine region, the City of Bordeaux, Magelis, and FranceTV, Cartoon Movie provides an opportunity to

showcase projects at various stages of development, increasing the chances of securing financing and distribution. This year, the attendance exceeded the number of 800 participants from 40 countries, showcasing an impressive array of professionals within the sector. The quality of submissions was extraordinary, even at the “in concept” stage, establishing a very high standard for evaluating the entries.

The diversity of genres presented –ranging from adventure and comedy to drama, fantasy, and sci-fi – highlighted

not only the creativity but also the evolving landscape of animation as a media for storytelling. Themes of inclusion, identity, and conflict emerged as central motifs, resonating deeply with contemporary audiences. The stories themselves often reflected the struggles against denial or oppression, revealing how internal conflicts, societal constraints, personal loss, and trauma affect individuals. A particularly poignant theme was the inheritance of history, showing that characters’ experiences can be shaped by personal circumstances or broader geopolitical contexts. This exploration unveiled

Basia and a Doggy Summer

The Last Whale Singer

a rich array of emotions, challenges, and insights as characters navigate their realities. Key elements like family and community play a vital role in the characters’ journeys, spotlighting the tender yet challenging environments that foster both growth and adversity.

Several book-related projects caught attention, such as The Twilight World, Brume, Cocobanana and the Dinosaur Hunt, Pikkuli and Starlight Reindeer, Basia and a Doggy Summer, and Zako, with Cocobanana and Pikkuli boasting an already existent robust ecosystem that promises to support their further development.

To unlock the strength of an animated project to become a versatile IP that connects with audiences across multiple platforms and industries, creators and studios must think beyond the screen, embracing strategies that leverage cross-media and trans-media opportunities, and expand into realms like gaming, publishing, licensing, and more. Understanding a project’s potential and setting the stage for its expansion is key to ensuring that a film’s success is the beginning of a longer journey.

Examples of this extensive approach include The Last Whale Singer, Mikisoq, and Huginn & Muninn, all of which aim to reach various audiences through licensing, merchandising, games, and publishing releases.

Mikisoq (80’), directed by Mette Rank Tange and developed by Danish Fleng Entertainment, Nordic Drama Queens, and Mandoverbord, tells the story of a 13-year-old boy whose life in a small Inuit village changes dramatically when ancient spirits awaken after the arrival of a team of explorers. Balancing adventure with comedy and mystery, this project is set for a cinema release in 2028, and a 26x22-minute animated series is also in early development. There is a deep interest in developing a game and establishing a strong licensing brand.

Speaking of a well-built universe, The Last Whale Singer is ahead of its commercial strategy with an 85-minute film, a 26x11-minute series, a game (which serves as a prequel to the film’s story) in development, and a strong merchandising vision for the

environment. Director and writer Reza Memari is also working on a sequel for the film. Produced by Telescope Animation in co-production with Canada’s La Boîte à Fanny and the Czech studio PFX, the film follows a rebellious teenage humpback whale who ventures to the deepest parts of the sea with his companions to claim his destiny and summon his mystical song, aiming to save the oceans from destruction by a monstrous creature that has emerged from a melting iceberg.

Transitioning from spirits to mythology, the action-comedy Huginn & Muninn (90’) features Odin’s ravens, who are exiled from Asgard and seek Thor’s hammer to return home. This project distances itself from the simplified portrayals of Nordic myths seen in popular culture over the past decade. Instead, it aims to return to the essence of mythology, infused with authentic sensibilities and captivating visuals. Directed by Will Ashurst and produced by Fenoment (Norway) and Bionaut (Czechia), the project is currently in the conceptual stage. Thanks to its engaging structure and character design, it is seeking pre-sales and licensing partners, particularly in the gaming and publishing sectors.

This growing attention is further supported by collaborations like the one between Cartoon and the Bologna Children’s Book Fair. This partnership enhances the ability of animated projects to tap into new avenues for expansion, particularly in the world of publishing, where stories can flourish beyond the screen and into books, further solidifying their potential as multifaceted, long-term franchises. By strategically nurturing a story’s universe and exploring its possibilities beyond the film, animated projects can evolve into long-lasting franchises with significant commercial value.

Cocobanana and the Dinosaur Hunt

Huginn & Muninn © Fenomen

PUBLISHING

French Publishers redefining Children’s Literature

by Rossella Arena

French publishers Auzou, Chefclub, and Gallimard Illustrated Books have unique approaches to children’s books and family engagement. Here are their exciting projects for 2025.

Over 50 Years of Imagination and Innovation with Auzou Independent and family-owned, Auzou, the second-largest children’s publisher in France, is a key player in the industry thanks to a varied and constantly evolving catalogue and its commitment to innovative projects. With offerings ranging from early-learning books and illustrated albums to novels and handcraft products, Auzou has been building its reputation for over 50 years. This catalogue is recognizable to many through its famous characters, such as Loup (Wolf), Azuro, P’tit Loup (Little Wolf), Petite Taupe, Migali, the best-selling comic strip, and the Swiss heroine Maëlys.

Auzou began by partnering with Maped, Ravensburger and Tactic, and then expanded its collaborations to include Sergent Major, Les Deglingos, Mon Lit Cabane and many others. It currently works with C-Mon Etiquette, a partnership that has lasted two years, and Adagio, with whom they’ve renewed their contract for a third year. These deals reflect Auzou’s commitment to ensuring that children and families can encounter their favorite heroes in their everyday lives.

In 2025, the publisher intends to pursue new opportunities and expand its product categories into apparel, games and many other fields. Moreover, P’tit

Loup (Little Wolf), with 7.5 million products sold, has a bright future in licensing development; the style guide is ready for new potential partners.

Chefclub unites Families through Innovative Food Media and Publishing Chefclub, a brand that connects food and family life, began its journey on social media in 2016, and has since garnered over 150 million followers worldwide. Beyond its engaging video content, the brand has also developed an innovative approach to children’s publishing and product design. To date, Chefclub has sold over 1 million books, mostly in France.

Chefclub’s catalog combines innovative cookbooks with captivating children’s stories to break down the barriers that keep children out of the kitchen. In a magical universe, lovable characters invite kids to discover exciting recipes. Through an adapted methodology and innovative products, children develop autonomy, spark their creativity, and acquire essential skills—all while having fun. Chefclub also focuses on bringing food education into children’s rooms through immersive storytelling and adventures.

In a world where processed foods are everywhere, children who understand the natural cycle of fruits and vegetables grow up to be conscious adults, capable of caring for the earth while adopting healthy and sustainable eating habits.

Auzou

Chefclub’s collection comprises Seeds of Tomorrow (4-7 years), a book series blending education and entertainment, bringing fruits and vegetables to life through engaging stories. Each book includes an interactive recipe and educational games to make learning fun.

The Castle of 5 Flavors (7-11 years) is a five-chapter adventure mixing storytelling, food education, and sustainability, with interactive recipes and games. It follows a group of four friends in Yummy-Ville, where machines have replaced farms, and flavours disappeared. The protagonists embark on a quest to restore the lost flavors, rediscovering nature and real food. Unique Kids’ Cookbooks (3-11 years) are illustrated step-by-step cookbooks tailored to different ages, making cooking fun, immersive, and confidenceboosting.

In 2025, the company will expand its innovative publishing collection worldwide through significant investments and a partnership with Nathan

Gallimard IIllustrated Books, among Classic Reinventions and Pop Art Explorations

Benjamin Lacombe, born in Paris in 1982, stands as a prominent figure in contemporary French and international illustration, with over 50 books published and 3 million copies sold globally. The talented artist imagined the Papillon Noir collection, which he opened with an illustrated version of Oscar Wilde’s The Picture of Dorian Gray, a literary gem

that ponders the essence of existence. This edition features an afterword by Wilde’s only grandson, Merlin Holland, and a preface written by Oscar Wilde specialist and scholar Xavier Giudicelli. In his reinterpretation of a much-loved classic, Lacombe highlights themes

For more information or to arrange meetings at events such as the Bologna Children’s Book Fair and Co-Brandz, please email these contacts.

Auzou: juliette.trolez@auzou.com, avril.blondelot@auzou.com

Chefclub: thomas@chefclub.tv

Gallimard Illustrated Books: mathilde.barrois@gallimardloisirs.fr

of art, youth, morality, and hedonism, inviting readers to reflect on the meaning of life.

The publisher is also launching a Pop Art Series, offering a new collection of pop-up books that explore the lives and works of artists like Édouard Manet, Frida Kahlo, Hokusai, and Van Gogh. Leading art historians provided accessible texts in each volume. With a simple fold, the book transforms into a 3D work of art suitable for display, and is sold in a case to preserve their original shape. This series is ideal for art enthusiasts and those looking for unique decorative items.

WHAT’S NEW IN LICENSING

Highlights from the French Licensing Market

by Rossella Arena

Several major French and international companies, which you can meet at industry events like Cobrandz and France Licensing Day, reveal their main licensing developments in various sectors such as entertainment, publishing and gaming.

A True Taste of French Excellence 2025 will be an intense year for TF1 Licensing with numerous celebrations! The Voice café keeps attracting customers with its immersive dining experience in a restaurant decorated in the colors of the TV show, with casting sessions for the next season every Saturday. Ushuaïa Villages doubles its network of campsites , now boasting 33 eco-friendly sites across France.

Miraculous’ Ladybug and Cat Noir celebrate their 10th anniversary with festivities in the second half of the year, while Season 6 premieres on TFOU on March 23. Fans can also enjoy activities at Château de Versailles from April. Barbapapa marks its 55th birthday with a press event in collaboration with Dragon d’Or, featuring workshops and product showcases. The Smurfs, meanwhile, will be arriving in theaters on July 16! Rihanna, who also plays Smurfette, has already announced a special collection with her Savage x Fenty brand.

Ubisoft creates original gaming experiences, enriching players’ lives with diverse games like Assassin’s Creed, Brawlhalla, Far Cry, Just Dance and much more.

Through Ubisoft Connect and Ubisoft+, players have access to enhanced gaming services and a vast catalogue of more than 100 games.

The latest installment, Assassin’s Creed Shadows, explores feudal Japan, where Naoe, an adept shinobi assassin from

the province of Iga, and Yasuke, the powerful African samurai of historical legend, intertwine their stories in the midst of the Sengoku period, and discover a new era for Japan. Ubisoft generated €2.32 billion in net bookings for the 2023–24 fiscal year.

Assassin’s Creed Shadows © 2025 Ubisoft Entertainment. All Rights Reserved

80 years after its publication, Le Petit Prince continues to thrive globally. With over 300 million copies sold and more than 600 translations, it remains the most translated book.

The Culturespaces exhibition The Little Prince: the Immersive Odyssey was a success in Bordeaux at the end of 2024 with over 150,000 visitors. It will be presented in new venues in 2025, including the famous Atelier des Lumières in Paris. Following the success of the licensed ranges with The Zara Home, Women’Secret and POP MART, new partners include Paperblanks for notebooks and stationery, the made-in-France textile brand Armor Lux, Palladium shoes and the maker of unique and faithful objects Cinereplicas. A drone show retelling the story of The Little Prince, produced by industry leader Dronisos, is upcoming in a number of exceptional locations. In 2026, with the 80th anniversary of the French publication of the book, a Chinese animated film will be released,

produced by Stars Collective and El Pajaro Pictures Shanghai Co, Ltd. China is a key territory for the brand, with prestigious partners such as Hugo Boss, Thermos, Dove, Lipton and Miniso. The Little Prince character is also celebrated annually on 29 June.

Bioviva develops its brands under licence and works with renowned partners. The Nature Challenge (Défis Nature) card games are a playground phenomenon, allowing people of all ages to discover the world through play. The Nature Challenge brand offers over 100 games, with more than 7 million copies sold, and it includes partnerships with Fleurus Editions for books, with over 40 titles available, including school diaries, non-fiction, detective stories, etc; Milan Presse for the flagship magazine Wapiti; Lunii for an audio book; Milan Editions for licensed sticky notes.

Nature Challenge is also associated with Merveilles du Monde chocolate since the relaunch of the brand in 2023, through exclusive maxi-cards to be cut

Cobrandz 2025, new strategies for brands

The licensing market is transforming rapidly as business models diversify and audiences expand. Licenses now span sectors like luxury, sports and digital, reaching all generations. Co-branding is crucial, with ephemeral collaborations and exclusive capsules enabling brands to explore new identities and capture diverse audiences. Retail, whether physical or digital, boosts visibility and distribution of licensed products, while players such as Lego and Spin Master create their own content and licences. Apparel emphasizes sustainability and innovative collaborations. AI offers opportunities for personalization and content creation, but raises ethical questions about automated creativity and responsible use. These and other relevant licensing topics are discussed at CoBrandz in Paris on 3-4 April 2025. For further information: https://www.cobrandz.fr/en

out from the bars.

This year, Bioviva has added the Hello Maestro - Once upon a time licence to its catalogue for its successful Enigmas collection, with three references inspired by the famous series Once upon a time… Those Funny Objects, Once upon a time... Space and Once upon a time… Life

The Little Prince x Palladium

Hello Maestro - Enigmas collection

The Little Prince x Paperblanks

France falls in Love with Manga

VIZ Media, a global leader in manga and anime, has strengthened its European presence through strategic initiatives. It has brought licensing management in-house and secured worldwide rights (excluding Asia) for properties such as Ranma ½ and Bleach. In 2024, VIZ acquired Rilakkuma from San-X.

This strategic evolution coincides with VIZ Media’s first participation at CoBrandz 2025, demonstrating its ambition to expand its presence in France and Europe, offering fans a diverse range of high-quality licensed products that celebrate the richness of Japanese culture. Among the key licenses on display are Bleach: Thousand-Year Blood War, Ranma ½, and Rilakkuma.

Bleach: Thousand-Year Blood War is the latest adaptation of the iconic Disney+ series, generating various product

The third France Licensing Day

Registration is now open for the third France Licensing Day, taking place on 1 July at the Cité internationale universitaire de Paris. Organized by Global Licensing Group and Licensing International France, the event showcases the best of French licensing talent and innovation. It will host strategic meetings, discussions on trends, and an awards ceremony. Building on the success of previous years and remarkable growth with total attendance up 25% in 2024, the gathering has more than 40 confirmed exhibitors across games, sports and entertainment.

France Licensing Day is free for industry professionals; register early at www.francelicensingday.com

categories including apparel, games, figurines, stationery and sodas.

Meanwhile, Ranma ½, known in France as one of the legendary Club Dorothée series, has been a huge success on Netflix in 2024 with its unique blend of martial arts and romantic comedy. The release of official merchandise (plush toys, statues and more) is planned for late 2025, including apparel, stationery, games, figurines, statues, and plush toys. Season 2 has been confirmed for release soon.

Finally, Rilakkuma, the adorable little bear Netflix series, is gaining popularity in Europe, with adult apparel and jewelry set to roll out this year.

Leading Entertainment Properties

Universal France creates the most innovative products & experiences that bring joy through its slate of live-action and animated releases.

Universal Pictures will release How to Train Your Dragon, a breathtaking live action reimagining of the beloved franchise, on 11 June 2025, and Jurassic World: Rebirth on 4 July 2025. Gabby’s Dollhouse: The Movie premieres on 8 October 2025, and Wicked: For Good on 19 November 2025.

Looking ahead to 2026, Universal solidifies its leadership in animation with a strong lineup. April sees the return of Nintendo and Illumination’s blockbuster The Super Mario Bros. Movie 2, followed by a summer of laughs with Illumination’s Minions 3 in July 2026, and concluding with Shrek 5 in December.

Universal’s strong franchises thrive beyond the cinema through retail, TV, and theme parks, supporting partnerships in France and beyond. The French team is being strenghthened with three new roles to better serve various partners in France & Benelux and generate growth with Universal’s AAA

The Little Prince x Palladium

franchises (Gabby’s Dollhouse, Jurassic World, How To Train Your Dragon, Minions, Fast & Furious, Wicked), as well as iconic Pop Culture brands (E.T., Back to the Future, JAWS, Félix the Cat, etc.). They are committed to supporting multiple partnership projects, from retailers like Kiabi, King Jouet or Carrefour to leading brands such as Bic or Lush

Xilam Animation celebrates the 15th anniversary of Zig & Sharko with a range of activations including partnerships, meet-and-greets, and digital content. The loved non-dialogue slapstick comedy series is a global hit on Gulli, Netflix, and Warner Bros Discovery.

Among the various initiatives, a meet and greet with costume characters for children at the Paris’s Pitié-Salpêtrière Hospital in April , screenings at the Aquarium du Grand Lyon, and collaborations with influencers. Xilam is seeking new partners for consumer products and has greenlit the new fourth season of Where’s Chicky?Additionally, the new CG animated slapstick comedy series Karate Sheep has been picked up by Gulli in the market, and the upcoming CG preschool series Piggy Builders will be launching on France Télévisions later this year.

Hari’s Grizzy & the Lemmings series continues to dominate the global animation landscape, ranking in the top

On YouTube, it boasts over 35 million subscribers and 10 billion views.

Home Made Licensing acquires two new IPs

Home Made Licensing, an independent and popular licensing agency based in Paris, has added two great new IPs to its porfolio.

Le mur des Je T’aime is an iconic Parisian monument that celebrates its 25th anniversary this year. Over the past 25 years, so many people have been able to experience and cherish this beautiful work of art. Fresh from Copenhagen, PEMBE the Pink Cat represents the celebration of individuality and self-acceptance, the embrace of diversity and of inclusivity, and the joy of self-expression. For more information: www.homemadelicensing.com

3 in France, the UK, and Germany, and in Netflix’s global top 10 for three years running. Its YouTube channel recently passed the 10 million subscriber mark.

Over the past year, Hari has expanded the show’s licensing presence in France and across EMEA with high-profile partnerships, including Fashion UK’s apparel collection, which launched in Primark stores across EMEA in March; Hachette’s publishing line; Coraya’s seafood snacks and tattoos, which launch in France and Germany in early 2025; and Trade Invaders’ board game, slated for release in Q4 2025 in select toy retailers. Recent collaborations include UHU and KFC. Hari is strengthening its global licensing strategy, including the imminent appointment of a master agent, to be announced soon. With four seasons available (312 x 7’) and a new season Grizzy & the Lemmings, Time Travel planned for 2027, Grizzy & the Lemmings remains a leading animation franchise.

This year Hari’s team is available at Cobrandz, Licensing Expo, and Brand Licensing Europe.

Hottest 2025 Toy Trends revealed at New York Toy Fair

The 119th edition of the New York Toy Fair, which took place from March 1 to 4, 2025, brought to light a range of innovative toy trends set to define the year, with a strong focus on personalization, nostalgia, and the evolving needs of both children and parents.

As families increasingly seek meaningful and engaging experiences, toymakers are stepping up to deliver products that resonate across generations, promote healthy child development, and enhance play experiences.

New York Toy Fair 2025 unveiled brandnew trend findings set to shape the Toy industry throughout the year. During the exclusive Toy Trends Briefing, the Toy Association’s team shared the intriguing outcomes of its

research, which included year-round discussions with toy manufacturers and insights from a 2024 survey commissioned by Wakefield Research, examining U.S. parents’ attitudes toward toys, play, shopping habits, and budgets. Here are the trends that have emerged, and what we can expect from the toy industry in 2025.

Toys fostering STEAM

According to the Toy Association’s survey, a significant 58% of parents expressed a preference for toys that

help children build valuable skill sets. Additionally, 60% prioritize toys that foster STEAM (Science, Technology, Engineering, Arts, and Mathematics) skills, such as coding and art, while 56% seek toys that encourage outdoor and active play.

Perfectly grasping this trend, the New York Toy Fair 2025 showcased a huge number of novelties encouraging learning and skills development: among the others, LeapFrog proposed toys fostering early literacy, but also concepts like colors, numbers and opposites, as well as novelties focused on building math, reading, and problemsolving skills. VTech also showcased its exciting lineup of engaging new toys, reinforcing its commitment to fostering

In these pages: Images from New York Toy Fair 2025. Credits: AP Content Services

developmental milestones through play. Furthermore, 63% of Millennial parents are increasingly aware of how toys contribute to their children’s mental, emotional, and social well-being. Following these outcomes, it seems that the industry is set to experience an innovative wave of toys designed to encourage movement, facilitate learning, and alleviate stress, with a focus on emotional health, skill development, and generational connections.

It’s My Vibe: Personalized Play Experiences

In a world driven by personalization – from algorithmically curated social media feeds to tailored entertainment – today’s children are increasingly attracted to toys that allow them to express their individuality. “It’s My Vibe”, one of the emerging trends unveiled at

children but also providing them with a platform to showcase their unique personalities.

Parents of elementary-school-aged kids reported that 69% of their purchasing decisions are influenced by toys their children see online or on social media, typically highlighted by influencers. Consequently, toy companies are making strides toward inclusive representation and personalization in their products, thereby deepening children’s connections to brands they love.

Toys celebrating Life’s Milestones

The landscape of toy purchasing is changing, with families increasingly buying toys to promote and celebrate various life events, from seasonal festivities to major entertainment happenings. For instance, the spike in Halloween purchases in 2024 began

the New York Toy Fair, highlights how toymakers are designing customizable products that cater to diverse lifestyles and preferences, not only drawing

as early as July, illustrating a shift in consumer behaviors. Similarly, cultural phenomena like Taylor Swift’s Eras Tour created new opportunities for toy retailers to engage fans and celebrate shared moments.

Crayola revealed its exciting lineup of 2025 Holiday products, expanding signature product lines with kid-favorite licensed characters: the Scribble Scrubbie Bluey Poolside Playset and the Color Wonder Bluey Light Up Stamper  are striking examples, as well as new licenses Dora, Lilo & Stitch, Sonic the Hedgehog, Stranger Things, and more.

From holiday-themed toys for Christmas and Valentine’s Day to items commemorating global events like the Super Bowl and the World Cup, there’s now a broader canvas for toymakers to help families create meaningful memories – a trend reflecting the desire to cherish and relive experiences together, transforming toys into significant markers of celebration.

Newstalgia Trip, bridging Generations

One of the standout trends from this year’s fair was “Newstalgia Trip”, highlighting how toys merging the past with the present are bridging the generational gap. A striking 73% of parents admitted to purchasing toys for themselves, with 61% stating they did so to connect with their children. Almost half of the respondents revealed that they collect or play with toys as adults to relive cherished memories from their childhood.

This trend has catalyzed a resurgence in “newstalgic” toys – re-releases of beloved classics and modern spins on old favorites, not only drawing in original fans but also attracting a new generation thanks to innovative play patterns or technological enhancements. A new manner of

thinking about toys, fostering family bonding and shared experiences across different ages.

LEGO Group, the leading company fostering family playtime and shared creativity, showcased its largest product portfolio, with the LEGO Bluey-themed sets stealing the spotlight.

Hour Time Games launched two new family games as well: Keeper Chaos, a beautifully illustrated zoo-themed board game, and Cluck Cluck Moose, a whimsically illustrated card game – both engaging family members of every age from start to finish!

Collectible Cravings: Hunting Unique Treasures

Collectibles are thriving, evidenced by a nearly 5% growth in global collectible toy sales in 2024. The category’s appeal lies in its ability to engage both casual fans and high-end collectors in an ever-evolving landscape, ranging from tiny micro-minis to luxurious editions captivating audiences of all ages. Toymakers are addressing this market shift by developing unique products, designed to attract new collectors while keeping existing fans engaged. In this scenario, the role of social media

platforms, like TikTok and Reddit, is fundamental: social networks furtherly amplify the chase for the next musthave collectible, driving excitement and creating vibrant communities around shared interests.

The Evolution of Licensing

With 76% of Millennial parents expressing enjoyment in playing with toys reflecting shared entertainment interests, licensing remains a powerful avenue for toymakers. Popular themes are influenced by various media, including movies, gaming, anime, and social media personalities. A diverse range of licensing opportunities is likely to emerge, making toys increasingly relevant to contemporary cultural conversations.

As we move further into 2025, the intersection of entertainment and toys promises to deliver engaging products that resonate with both children and adults alike.

New York Toy Fair revealed that 2025 is poised to be a transformative time for the toy industry – but one in which, despite all the exciting changes that will occur, the essence of play will continue to be intricately woven into the fabric of childhood, fostering creativity, connection, and joy for generations to come.

PRODUCTS OF CHANGE

The Future of Toys: Innovation, Sustainability, and the Magic of Play

by Products of Change experts

The global toy industry, valued at a staggering $108.7 billion, is constantly evolving with fresh innovations and new trends. With industries evolving rapidly, the toy sector is no exceptionespecially when it comes to sustainability. In the next 5–10 years, established brands and the 5,000+ European toy SMEs are set to lead a major transformation.

One of the most inspiring voices at the recent Products of Change Conference was nine-year-old climate advocate Moksha Roy, who captivated the audience with her heartfelt plea for a more sustainable toy industry. Moksha reminded us that the toys we make today shape the future for the children who love them:

“Children still believe that fairies and pixies make their toys. So please, be the fairy folk that you are and make a change so that children never lose faith in your magical powers.”

It’s a call to action the industry is already

embracing. Brands are innovating new ways to reduce waste, rethink materials, and extend product life cycles - not just because it’s the right thing to do, but because sustainability makes business sense.

Leading the Charge: Brands Transforming the Toy Industry

From forward-thinking startups to industry giants, toy companies are pioneering sustainable solutions that are resonating with consumers and driving market success.

Proud Penguin is breaking new ground

with bio-based animal figurines, complete with Digital Product Passports to track a toy’s entire journey. Their PLA-based materials (made from sugar and agricultural waste) offer an exciting alternative to plastics.

The B Corp-certified brand Gibsons is revolutionizing games and puzzles by eliminating plastic, using FSC-certified paper and vegetable-based inks, and reducing packaging size. The result?

Cost savings and rave customer feedback.

Toynamics is taking sustainability to

ph. Paolo Bramati

Climate advocate Moksha Roy at Products of Change Conference 2024

the next level with a new cork toy range - a sturdy yet lightweight alternative to traditional wood, absorbing CO2 as it grows and reducing transport emissions due to its lower weight.

The Toy Project tackles toy waste through donation and resale initiatives, re-boxing pre-loved toys to make them feel brand new and redistributes them to vulnerable families and children.

The Plush Toy Boom: Time for a Material Makeover

The plush toy market is booming, projected to grow to $24.5 billion by

2033. But the majority of plush toys are still made from polyester (PET), a fossil fuel-based material with a carbon footprint of 5.5kg CO₂ per kg - the same as driving 22 miles in a car or producing 8 plastic bottles.

Recognizing this challenge, Products of Change has teamed up with Bio-Fluff, a cutting-edge startup exploring biobased, sustainable alternatives. Scaling this technology could be a gamechanger.

Circularity: Giving Toys a Second Life

Beyond new materials, circular business models are reshaping the industry.

About Products of Change

Products of Change is a not-for-profit membership exclusively for brand owners, product manufacturers, and retailers operating within the brand and licensing industry, hosting multiple monthly webinars and a conference (November 5th) dedicated to the sector. To learn more, please visit productsofchange.com or contact nicola@productsofchange.com to get involved in their work.

Companies are now earning from toy resale, disassembly, and plastic recycling, turning waste into opportunity. Recycle to Read (POC & Wastebusters Initiative) is a circular economy solution where toy companies - including Mattel and Hasbro - are investing to recycle and repurpose toy materials.

A UK retailer launched The Works’ ‘Play It Forward’ Initiative: a takeback program to raise funds for Barnardo’s children’s charity while recycling unwanted toys, games, and stationery.

As Extended Producer Responsibility (EPR) policies, Plastic Packaging Taxes, and Waste Directive Regulations take hold, companies making smarter packaging choices are saving thousands in costs while reducing waste.

Building a Future-Fit Toy Industry Sustainability isn’t a constraint—it’s an innovation driver. Many brands adopting sustainable practices are gaining market share, cutting costs, and building resilience.

Industry leaders like LEGO, investing in renewable energy initiatives for over a decade, have set ambitious targets: cutting absolute greenhouse gas emissions by 37% by 2032.

Products of Change is working with toy associations worldwide to set best practices, drive innovation, and measure industry progress. Through the Play for Change Awards, we celebrate companies making genuine, meaningful environmental strides.

With new toy safety regulations and environmental legislation shaping the industry, these changes are an exciting opportunity to reimagine the toy industry. As we continue forward, let’s embrace this transformation with optimism, creativity, and a shared commitment to creating toys that bring joy and sustain our planet for generations to come.

Plastic-free games and puzzles by Gibson

POC team at London Toy Fair. Left to Right: Jakki Brown, Kathryn Brand, Nicola Webster, Helena Mansell-Stopher, Warren Lomax

Roni Gamzon (Bio Fluff) and Andrea Green (POC)

BRANDmate’s 4th Edition, elevating Collaboration and Innovation

Through its innovative conceptualization, BRANDmate has become Germany’s premier B2B networking event for collaboration, partnerships, and licensing. The highly anticipated 4th edition (June 25–26), introduces exciting changes: a new striking location and the debut of RetailDay on 26 June.

The 4th edition of BRANDmate promises to be the ultimate meeting point for professionals across various sectors, united by a shared interest in licensing and collaboration, providing a platform for innovative discussions and partnerships that will shape the future of the industry.

This year, BRANDmate moves to a new, vibrant location: the Zeche Zollverein, a UNESCO World Heritage Site in Essen. The location’s striking architecture and rich history provide an inspiring backdrop for the event, offering

participants an atmosphere conducive to creativity and collaboration. The venue will also showcase creative installations and exhibits, offering a fresh and fashionable environment for all attendees.

The Debut of RetailDay

One of the exciting additions to BRANDmate 2025 is the debut of RetailDay, a new component integrated into the event. Powered by Licensing International and BRANDmate, RetailDay is a dedicated segment for retailers, focusing on the latest trends in

For any further info, please visit: https://brandmate.events/

licensing and offering valuable business opportunities. The day will feature on 26 June a wide range of high-quality presentations, moderated roundtable discussions, and industry insights aimed at helping retailers navigate the evolving licensing landscape.

A Strong Lineup of Industry Leaders

BRANDmate remains the ideal event for IP owners, producers, and retailers alike, offering a unique opportunity to present their brands and products to a highly engaged audience. With a strong demand for participation, leading companies from across the globe have already confirmed their attendance, including g.l.a.m., Hasbro, Kiddinx, Mattel, NBCUniversal, RTL Consumer Products, Seven.One Licensing, Studio 100 International, Tessloff, and Wildbrain CPLG, to name a few. Additionally, a number of new exhibitors are joining the event, including G. Güldenpfennig, a leading private label clothing company with a robust portfolio of licensed products from brands like Disney, Marvel, Star Wars, and PAW Patrol.

Innovative Collaborations

BRANDmate’s founder Eva Stemmer emphasises how many BRANDbabies have been born during previous editions, referring to pairs of brands that have found each other at the event, and gone on to achieve particular success together. Examples include the Pac-Man Oreo cookies, which was jointly marketed by food company Mondelez and games manufacturer Bandai Namco Europe, and the launch of the Ardell Lashes product range from Germany’s Next Topmodel (Seven.One Licensing)

Loyalty Redefined

by Ben Miller, VP Original Content and Strategy at Shoptalk Europe

Loyalty programmes have long been a staple in retail, rewarding customers with points and perks in exchange for repeat business. However, as consumer behavior evolves and digital transformation accelerates, traditional loyalty models are being redefined.

Shoptalk Europe 2025 (Barcelona, 2-4 June) will explore in depth the compelling topic of loyalty programmes, thanks to a market-leading line-up of speakers, retailers and consumer brands.

In these pages, photos from Shoptalk Europe 2024

Whether it’s your local coffee shop, favourite supermarket, airline of choice or business hotel chain, the principles of loyalty programmes have been unchanged for decades. It is a basic bribe; some form of points are accrued based on the frequency of visited value of spend, and the points can then be redeemed for something of perceived value, such as a discount or complimentary item. The more “loyal” the shopper, the higher the value of potential exchange. Recently, alongside this, the costs of online delivery have led many large retailers to create a second programme designed again to increase shopper frequency and lock in “loyalty”: delivery

Change Agent: the Agentic AI

As 2024 began, Generative AI dominated retail tech discussions, focused on its realworld applications, particularly in marketing automation and personalisation. Shoptalk anticipated a shift toward business-driven AI discussions, but 2025 brought a new wave of hype: AgenticAI Shoptalk speaker, Capgemini Global Retail Lead Lindsey Mazza defined it as “an autonomous system that executes tasks with minimal human input” - an evolution allowing AI to manage entire processes, providing major opportunities for retailers. For store teams, it means freeing up resources for customer service, while shoppers may soon experience AI-driven “Agent Commerce”, based on preferences and schedules. OpenAI’s Operator, launched in early 2025, signals the start of this shift, with major retailers expected to develop their own AI agents to enhance loyalty. However, this transformation raises challenges: increased market bifurcation, evolving consumer influence strategies, and potential declines in ad revenue as automation takes over. While the future remains uncertain, one thing is clear: there’s a new Agent in town.

subscription programmes, where shoppers pay to lower or reduce online delivery fees.

This is now a huge business. Amazon alone has more than 200 million Prime subscribers globally, delivering revenue in excess of €40 billion, according to Statista

In recent years, retailers have been racing to add more value into their subscription programmes, and nowhere is this more pronounced than in the US through the fierce battle between Amazon Prime and Walmart+. These programmes now include fuel savings, TV and music streaming services, rapid delivery options, and even now a 25% discount every day at Burger King for Walmart+ subscribers.

This innovation has sat in relative contrast to traditional loyalty

programmes, and trials of Web 3.0 programmes like Starbucks Odyssey and Nike Swoosh, proved a wrong turn as customers failed to adopt the Metaverse in retail.

Yet all signs are now pointing to a new wave of development in loyalty programmes globally, and at Shoptalk we believe a major global retail trend in 2025 will be the redefinition of loyalty mechanics, and the blurring of programmes with subscription schemes.

The reason is the increased value of first-party data for retailers and brands, especially to unlock the personalisation potential of AI.

Next-generation search and website UX, with the promise of personalisation at scale and even automated shopping assistants, are all only possible if the

The biggest, most influential and rising retailers and brands from Europe and worldwide unite at Shoptalk Europe (Barcelona, 2-4 June 2025) for unrivaled business-critical connections, conversations, insights and shared experiences.

For tickets and more information, please visit: https://shoptalkeurope.com/ community

data on each individual shopper is rich and robust. And to incentivise shoppers to share such data, and to identify themselves at the start of the shopping trip, retailers will provide more value in exchange.

This value could be in the form of new services, such as Walmart’s Returns from Home programme where unwanted items are collected directly from Walmart+ holders’ households. Or new insights, such as Coop Denmark’s CO2 tracker on its Lobyco-powered loyalty App, the most downloaded App in Denmark. Or new shopper engagement, such as the gamification that Instacart has built into the latest iteration of its Caper Cart

Another trend in 2025 will be the growth of solutions, like the Caper Cart (now live with Aldi Hofer in Austria), where shoppers are required to identify themselves at the start of a shopping mission in a physical store, rather than waiting until the checkout to share their loyalty cards, and identity. The potential of in-store retail media can only start to be unlocked if shoppers are identified throughout the shop.

Why Brazil is the Leading Force of Latin American Markets

Licensing Magazine interviewed Marici Ferreira, CEO of EP Grupo and president of the Brazilian Licensing Association (ABRAL)/Licensing Internacional. The discussion delved into the specifics of the Brazilian market and the relevance of LicensingCon Latam, the leading licensing event in Latin America.

How has the licensing market intersected with your professional journey?

I have been closely involved in the toy market for over 30 years. When I founded my publishing company, now EP Grupo, one of our key ventures was Revista Espaço Brinquedo — a toy magazine that continues to thrive today. By attending international toy fairs, I gained valuable insights into

Marici Ferreira

the dynamics of the licensing market in different countries. This experience led to the launch of Licensing Brazil Magazine in 2008, which has been covering the licensing industry in Brazil and globally for 17 years.

You have served as the president of the Brazilian Licensing Association (ABRAL) for 12 years. What role does the association play?

ABRAL is a non-profit organization that unites all stakeholders in Brazil’s licensing ecosystem, including licensors, agents, licensees, manufacturers, distributors, retailers, and other segments connected to brand, image, and intellectual property licensing. Our primary mission is to promote, protect, and expand the licensing industry in Brazil.

We develop tools and resources to support a business model that fosters

industry growth across multiple sectors of the national economy, strengthening the licensing market in the medium term. Since 2017, ABRAL has partnered with Licensing International, a U.S.based organization operating in over 15 countries. This collaboration focuses on professional development and increasing awareness of licensing’s benefits within the broader business community.

What is the current state of the licensing market in Brazil?

Despite economic fluctuations, Brazil’s licensing market continues to grow at an annual rate of approximately 5%. Licensed products, events, and services hold a competitive advantage by leveraging fan engagement — and Brazilian consumers are incredibly passionate! It’s no surprise that Brazil is the leading driver of licensing in Latin America. In 2023, the region generated $15 billion in revenue, with Brazil accounting for $6.9 billion of that total.

What trends are currently resonating with Brazilian consumers?

Two major trends stand out: experiential events and brand collaborations.

Experiential events provide fans with immersive interactions centered around superheroes, children’s series, streaming content, sports, and more. Brand collaborations are more appealing to young adults, and they often tap into nostalgia to create meaningful connections with consumers.

Brazil hosts LicensingCon Latam, the largest brands and characters event in Latin America…

Yes! LicensingCon Latam, organized by EP Grupo, is the premier licensing event in the region. Over two days, leading global properties are presented to manufacturers, distributors, and

and innovations, helping them craft effective business strategies.

What highlights demonstrate the relevance of LicensingCon Latam?

The 2024 edition spanned 3,000 sqm and featured 48 exhibitors, including major players such as Warner Bros., Discovery, Hasbro, Mattel, Crunchyroll, Endemol, Universal, and Sanrio. More than 2,500 attendees participated, and exclusive licensed collections were developed across diverse sectors — including toys, stationery, fashion, accessories, food, publishing, and party supplies. The event really is the catalyst for key business negotiations in the industry.

When will the 2025 edition take place?

The next LicensingCon Latam will be held on August 27-28 at Vila dos Ipês in São Paulo. The booth space is already nearly fully booked, as is the auditorium

retailers. Through an exhibition area and conference sessions, attendees gain valuable insights into the latest trends

content. Our opening session, led by WGSN, will explore consumer emotions and trends projected for 2027. Have you thought about what will drive purchasing decisions in the coming years? We certainly have!

Why should international companies attend LicensingCon Latam?

For any company looking to expand into Latin America, LicensingCon Latam offers an unparalleled opportunity for networking and strategic discussions. Being present in Brazil — the most influential country in the region’s brands and characters market — allows businesses to gain firsthand insight into trends, market potential, and new opportunities across Latin America.

To learn more about LicensingCon Latam, please visit https://licensingcon.com.br/

SHARJAH ANIMATION CONFERENCE (SAC)

A Vision for Engagement and Collaboration

The Sharjah Animation Conference (SAC) is set to launch its new edition from May 1 to 4, 2025, at the Expo Centre in Sharjah (UAE). Under the guidance of Artistic Director Pietro Pinetti and in partnership with the Sharjah Book Authority, SAC is set to broaden its scope and solidify its role in the global animation industry, steadily evolving into a key hub for the animation sector in the Middle East.

The Sharjah Animation Conference (SAC) 2025 is poised to make waves in the animation industry, with its dedicated focus on Japanese animation, Anime. An exciting addition, reflecting SAC’s commitment to intertwining educational content with essential industry insights, providing a unique platform for attendees to explore the artistic development and commercial evolution of animation. Esteemed studios such as TOEI Animation EU, Comixwave, and Polygon Pictures will play pivotal roles in contributing to this vibrant discussion.

Artistic Director Pietro Pinetti shared SAC’s vision and goals for this third edition, stating, “SAC 2025 is designed to offer a structured environment where

industry professionals can engage in discussions, showcase their work, and explore new collaborations. This year’s program reflects both the historical and contemporary aspects of animation, with a focus on international exchange and regional industry development.”

In an effort to enhance the experience, SAC will introduce an interactive exhibition component, allowing participants to immerse themselves in the creative processes that drive the animation industry, as well as providing an extensive program filled with workshops, insightful talks, screenings, and exhibitions led by award-winning experts and internationally acclaimed artists.

Khoula Al Mujaini

Pietro Pinetti

Industry Roundtable: A Forum for Dialogue

In addition to the exhibitions, SAC 2025 will also gather prominent professionals from production and distribution sectors – including representatives from major companies such as Warner Bros., ZDF, YTV, and Shahid/MBC – in a television industry roundtable, addressing current trends in animation and broadcasting, creating a collaborative platform for dialogue among broadcasters, producers, and other key stakeholders in the industry.

Enriching

the Experience Through Competitions and Culture

The conference will also host two dynamic competitions designed to inspire innovation and showcase the region’s creative talent. Firms like Studio Bozzetto, Movimenti, Zero Gravity, BlueSpirit, ZANAD, SAMAKA, Zeez, Mako Kids, and Spacetoon are expected to participate actively, helping to forge a robust professional network that will enhance the conference’s collaborative spirit.

Continuing the tradition of past

editions, SAC will feature captivating performances by the Florence Pops Orchestra, conducted by Carlo Chiarotti, bringing to life iconic animation soundtracks from beloved animations and enriching the event’s cultural atmosphere.

Executive Director Khoula Al Mujaini remarked that “Sharjah has established itself as a center for cultural and creative initiatives, and SAC plays a role in expanding opportunities for professionals in animation. By bringing together international and regional industry figures, the event facilitates knowledge exchange and supports the growth of the sector in the Middle East in Sharjah, the cultural capital of the UAE.”

With a range of panels, discussions, and networking opportunities, SAC 2025 aims to provide a professional setting for industry engagement while continuing to contribute to the development of animation in the region.

About Sharjah Animation Conference (SAC)

The Sharjah Animation Conference is a pioneering five-day event celebrating the creativity and innovation of the animation industry. As the first event of its kind in the region, SAC unites animation enthusiasts, professionals, and content creators from around the world in a dynamic and engaging atmosphere. Established by the Sharjah Book Authority in collaboration with Italy’s Bergamo Animation Days (BAD), SAC represents a groundbreaking initiative aimed at fostering creativity, inspiring professionalism, and serving as a vital nexus for collaboration and exchange across various disciplines within the animation realm. With its commitment to nurturing talent and promoting the animation industry, the Sharjah Animation Conference is on track to become a cornerstone event for professionals and enthusiasts alike, paving the way for future advancements in the vibrant world of animation. For any further information, visit: www.sharjahanimation.com/

Photo from SAC 2024

Workshop SAC 2024

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The next events to follow!

... And where you can find us!

EVENT

BOLOGNA CHILDREN’S BOOK FAIR

BOLOGNA LICENSING TRADE FAIR

FERIA JUGUETE MADRID

COBRANDZ

CHINA LICENSING (TOY & EDU CHINA)

CARTOON NEXT

B&LLA AWARDS

HONG KONG INTERNATIONAL LICENSING SHOW

SHARJAH ANIMATION CONFERENCE

TOYS MILANO

WORLD RETAIL CONGRESS

LICENSING EXPO

PLACE

Bologna, Italy

Bologna, Italy

Madrid, Spain

Paris, France

Shenzen, China

Marseille, France

London, UK

Hong Kong

Sharjah, UAE

Milan, Italy

London, UK

Las Vegas, USA

In May 2025, Licensing Expo in Las Vegas is the event where

Write to info@brands-media.com to learn more how to

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