May 2018
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licensing T O D A Y
W O R L D W I D E
5 The Leader
May 2018
6 News
the team
37 Licensing Talk – Vegas Special
Director Mark Naish Mark@lemapublishing.co.uk
Features 12 Music Licensing we shine a spotlight on Marshall Amps and Epic Rights
Group Editor Mirella Anstey mirella@lemapublishing.co.uk
18 Silvergate Media we chat to Ron Allen and get to grips to their superstar properties
Editor
20 Licensing Expo Preview a heads up of what to expect at the Vegas Licensing show featuring interviews with Universal’s Hannah Mungo and Vladimir Gorbulya of Animaccord
Mairead Wilmot mairead@lemapublishing.co.uk
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44 Food Licensing this growing category has some great collaborations
Acting Editor Rhys Thomas rhys@lemapublishing.co.uk
Group Advertising Manager Ryan Horwood ryan@lemapublishing.co.uk
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Media Solutions Manager
John Barry johnb@lemapublishing.co.uk
Production Director Paul Naish paul@lemapublishing.co.uk
Special Reports 11 Cover story Mondo TV – the Licensing Director Valentina La Macchia talks us through their stellar year and their plans for growth 38 Rubik’s Brand we focus on some new partnerships with this enduring puzzle-solving smash hit 39 El Ocho in focus we take a look at this PSnish licensing agency and their top properties
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40 Winning partnerships Brand & Deliver’s Rich Barnes looks at the best brand and entertainment IP collabs 41 M4E & Studio 100 Maya the Bee is sticking around! 42 Games Workshop we update you on hot new developments in the Warhammer universe 48 Finsbury Food the team talk us through their mouthwatering portfolio
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approach this time of year with relish, not just because of the sunshine — but that helps of course, moreover as we are about to come together and talk turkey at the Licensing Expo in Las Vegas. Seeing everyone come together and really get down to business – with a good dose of fun thrown in – is really what it’s all about isn’t it? Our cover star this month is Mondo TV. The Italian based company have got a lot to shout about, with the success of Bienvenida Heidi, the launch of YooHoo to the Rescue and Innovation Story. There is certainly a lot to talk about with Licensing Director Valentina La Macchia, who takes time out to give us the heads up on what’s happening and what to look out for. Knowing what your audience and consumers Seeing want and enjoy is the Holy Grail for all licensing folk, isn’t everyone come it? So, when Nick Richardson together and and The Insights People gave really get down to a fascinating talk at the UK’s Harrogate Nursery Show I business – with a knew LTW had to partner good dose of fun with him and his team. The thrown in – is company really specialises in deep-dive insights — and really what it’s all their valuable findings could about isn’t it? really enrich your brand and strategy. Turn to page 50 to find out more. But that’s not all – we have some fantastic catch ups with Ron Allen, EVP of Commercial at Silvergate, and Hannah Mungo, Country Director CP of UK and Ireland for Universal, as well as Vladimir Gorbulya of Animaccord, who tell us all about the forthcoming releases and the continued work in sustaining and growing their existing brands. A licensing category that I particularly enjoy is food – I confess to buying all sorts of lovely treats emblazoned with Peppa, Avengers, Minions — you get the idea. One of the most important purchases for me is my kids’ birthday cakes. I always let them choose whatever they like and we are always dazzled by the fun and humour they are created with. So it is with interest that I read our interview with Darrell Newlands of Finsbury Foods — the unquestionable leaders in their field. Darrell and his formidable team give us a steer on what tasty treats and excellent partnerships we can expect from them in the coming year. There is plenty more to read and enjoy in LTW, and I look forward to catching up with so many of you at the show!
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LTW NEWS
LTW NEWS
The Brand Liaison build
Barbarian
New Barbie line for Missguided
The licensing and brand management agency has revealed a slate of partnerships for Barbarian, an art brand by artist Barbara Ignatiev. Barbarian is a Millennial-focused brand that is known for its bold prints and quirky skull, feather, animal and floral motifs. New partners include: Anthropologie for direct-to-retail home goods, mugs, plates, bowls and desk accessories; Lang for calendars, journals, stationery, notecards and other gift items; Prisma for tabletop and servewear, and Sakroots for backpacks, bags, wallets and other accessories. The Brand Liaison is currently working with additional partners in home goods and developing apparel and accessory items for the huge, yet cohesive art collection.
With festival season on the horizon, Missguided is launching its latest BarbiexMissguided capsule collection following a strong response to previous linkups with the Mattel-owned brand. The collection marks the fourth time Barbie and Missguided have collaborated, following three sellout previous collections since 2017, showing the resonance of the iconic Barbie brand with millennial women and the synergy between the two fashion powerhouses. The newest drop of BarbiexMissguided apparel is the latest in an exciting 2018 rollout strategy of licensed categories globally for Barbie, including stationery with a European Trailblazing children’s Moleskine partnership and a beauty entertainment company The partnership with Sephora France.
Right said Fred
IMG rev up with Jeep, Dodge, Ram and Chrysler
The global leader in sports, fashion, events and media has been appointed by FCA US LLC as the exclusive global licensing representative for the brands in a multi-year deal. This new partnership will see IMG grow the four brands’ global presence through a range of licensed categories including apparel, accessories, gaming, outdoor gear and equipment, toys and experiences. The collaboration also includes management of the brands’ existing licensed product programmes in North America, Europe, Latin America and Asia, with a focus on expanding product offerings and sales in department, specialty and online stores. 6
Fred Rogers Company has rebranded to Fred Rogers Productions, positioning itself for continued strategic growth. Founded by children’s TV pioneer Fred Rogers nearly five decades ago and home to multiple award-winning series including Peg + Cat, and Odd Squad as well as popular apps, games, and more, the company has also introduced a refurbished logo featuring an image of Daniel Tiger. “The name change helps position us for continued growth in all areas of children’s entertainment production, while reflecting the company’s deep roots in social-emotional learning and our iconic namesake,” said President and CEO Paul Siefken.
www.ltwmag.com
King Features
add muscle to Popeye
Trio of Miraculous deals for Bulldog
Bulldog Licensing has inked three new licensing agreements for ZAG Heroez Miraculous - Tales of Ladybug & Cat Noir. The new partners are Smith and Brooks (apparel), William Lamb (bags and purses) and Rainbow (costume character). These deals come hot on the heels of agreements with H&A (health and beauty) and Sambro (arts and crafts). Bulldog Licensing MD Rob Corney is delighted with the brand’s performance: “The popularity of Miraculous is incredible and this is translating into the licensing sector, with retailers across the UK reporting strong sales of branded merchandise, so it’s no surprise we have so many partners joining the programme.”
Hachette are going on a Zafari
Ink Group has announced that publishing giant Hachette has been inked as global master publisher for French-language books based on hotlyanticipated new kids show Zafari. Created by David Dozoretz and supported by a team of Emmy-nominated writers, Zafari follows the trials and tribulations of baby elephant Zoomba, who was born with the stripes of a zebra and, along with his friends, learns that being different sometimes makes all the difference. “We were looking for a publishing partner who understands the vision of Zafari, who believes in the message and who can translate this into a unique and creative publishing programme. We know in Hachette, we have found that partner,” says Annalisa Woods, Commercial Director at Ink Group.
May 2018
Ahead of his 90th anniversary in 2019, the Sailor Man is heading to retail with a raft of new domestic and international deals across categories including apparel, footwear, limited edition prints, publishing, and events. King have recently released a new brand logo and packaging, interactive website, and YouTube channel. They are also developing new Popeye content for the first time in almost 15 years leading into the big anniversary. “2019 is primed to be Popeye’s biggest year ever with dozens of partners on board to help celebrate the popculture icon with exciting product lines, events, and content,” says Carla Silva, VP and GM, Global Head of Licensing for King Features.
New partner for Oddbods One Animation, creator of the hit, Emmy Awardnominated, animated series has partnered with American Marketing Enterprises and Concept One Accessories for Oddbods sleepwear and accessories, respectively, in North America. American Marketing Enterprises and Concept One join master toy partner Kids Station, and apparel licensee, The Bentex Group. “We are thrilled to bring American Marketing Enterprises and Concept One on board in the US,” said Will Ochoa, International Licensing Director of One Animation. “Both of these partners make fantastic products and will complement our core toy and apparel lines to create a complete Oddbods statement at retail in 2018.“
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LTW NEWS
Moleskine catches Pokémon
Pink Panther heads to H&M
A fashion and accessories collection featuring the classic cat has launched at H&M stores worldwide in a deal brokered by CPLG on behalf of Metro Goldwyn Mayer. The collection, aimed at adults and children, will be available in H&M stores across Europe, the Middle East, Africa, North and South America and selected countries in Asia Pacific, as well as online. “The Pink Panther is a global pop culture brand that connects with all demographics,” says Jenny Strehle, Commercial Director, CPLG Nordics. The H&M collection is part of a wider Pink Panther licensing programme led by CPLG across Europe.
The Italian notebook brand have written up a global licensing partnership with the world of Pokémon. Five separate Pokémon limited edition notebooks will be available at retail through Moleskine’s global stores, online and via wholesale. The world of Pokémon has long been a favourite of both adults and children all over the world, garnering aficionados from all continents for its loveable yet feisty characters. The notebooks are enriched with signature Moleskine detailing such as the side elastic band closure, a series of dedicated stickers and the ‘in case of loss’ label on the front flyleaf.
Technicolor dive into The Deep 4D The company continues to build the brand program for the award-winning adventure series, The Deep, launching an all-new 4D theatrical immersive event experience and adding additional new branded products to its licensing roster. German broadcast partner and licensing agent SuperRTL has inked an agreement with TIB Heyne & Co for partyware and St. Martin’s Day lanterns, while Blue Ocean Entertainment AG has signed for print magazines with covermount; and Justbridge Ent. GmbH has hooked physical home video and download-to-own rights. The new products will launch this autumn, coinciding with the launch of the toy line from master toy partner Simba Dickie Group.
Wild Kratts take the stage An action-packed touring production will bring the stars of the Emmynominated hit kids’ series to North American theatres from September. The Kratt Brothers’ Live 2.0 – Activate Creature Power! will bring audiences along on a wild ride with a dynamic mix of live-action and animation. “Wild Kratts Live 2.0 is perfect for explorers of all ages,” says Chris Kratt, creator, producer and co-star. “It features all the excitement and interactive elements that Wild Kratts fans love, plus awesome new Kratt Brothers’ twists and turns to keep them on the edge of their seats.”
ART BUYER NEWS
Portfolio constantly grows Lilla’s talent search underway Lilla Rogers is ready to propel another artist to the heights in the art licensing industry as the 2018 Global Talent Search is underway. The competition sees thousands of entries each year, with some of the top names in the industry on the judging panel and a host of career-enhancing prizes including international representation from Lilla Rogers Studio, an all-expenses paid round trip to Boston, USA, to participate in Lilla’s annual Artist Retreat, and commissions and career consultations from some of the top executives in the business. To find out more, go to the website and follow the links to Global Talent Search. Once registered, artists will be able to find out about the creative brief for work to be submitted by July 9. Fifty entries will then be shortlisted by Lilla, with those artists given a second brief to be uploaded online. The judges will choose five finalists, with a public vote picking the sixth, and Lilla will be the overall winner to be announced on August 17. www.lillarogers.com joanneh@lillarogers.com +1 781 641 2787
Catherine’s happy
to be blue
Interlitho Licensing’s library of more than 80,000 images is constantly growing with the regular additions by their freelance designers and suppliers. The globally-licensed artworks cover all styles and mediums with products including greetings cards, stationery, craft, puzzles, calendars, giftware and tableware. They cover the whole range of traditional, contemporary, cute, whimsical, seasonal and everyday in American and European style, and Interlitho also hold a large collection of regularly-updated photographic images. Their designs are developed in cooperation with customers to suit their specific demands and needs. New designs and photographic images are immediately available as hi-res data and so permit fast and inexpensive adaptation to your particular products, sizes and specific products requirements. Interlitho’s Anke and Andreas Klein work together with customers from the concept to the sketch over the colour composition up to the finished commercial design. Thus, a continuous flow of eye-catching modern and advanced designs, as well as traditional designs, can be assured. Anke and Andreas will be in America to attend Blue Print, Surtex, Las Vegas Licensing Expo, and Atlanta Gift Show as well as Christmasworld and Paperworld in Frankfurt. www.interlitho.com designs@interlitho.com +49 221 940 5830
CATHERINE McGuire will be exhibiting at Blue Print 1 In New York after being named as the winner of this year’s young designers competition. The communally-run show, being held in two parts across May 17-19 and 20-22 at Hudson Mercantile, allocate one of their equally-sized booths to the competition and it was Catherine whose work caught the judges’ imagination. Main show coordinator Paul Turk, of Cinnamon Joe Studio, said: “Catherine is what this competition is all about, someone with a passion for surface pattern and a younger designer who is keen to get immersed in the bigger picture. Catherine is a watercolour illustrator, surface designer, and writer “with a passion for colour and an addiction to detail” and her work usually features cheerful flowers and happy animals, as she said: “I couldn’t draw something sad if I tried.”
Speaking up at
www.blueprintshows.com
www.surtex.com
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Surtex
This year’s Surtex sees the introduction of new show director Randi Mohr, who has just joined the team but has been with organisers Emerald Expositions since 2003 working on various aspects of the business. Randi (pictured) said: “Did you know Surtex is in its 32nd year? With such an impressive and respected reputation we’ve taken time to reflect on where we’ve been as a show – and the exciting opportunities to come! “This May Surtex will feature the newest print and pattern trends, the latest colours and styles, and bold new designs including contemporary, urban, and fantasy from all around the globe.” In addition to all the new designers and artists waiting to connect with buyers, this year’s event will feature an inspiring and informative line-up of speakers. The Trend Sessions in the new 2018 Theatre On The Boulevard have 30-minute presentations set for each day of the show, which runs on Sunday to Tuesday, May 20-22, at the Javits Convention Center in New York.
Cover Story Mondo TV
Hey Mondo Italiano! Mondo TV, one of the largest European producers and distributors of animated content, is gearing up for a fantastic Las Vegas Licensing Expo, with four titles in particular in the spotlight at this show: Heidi Bienvenida, Robot Trains, YooHoo to the Rescue and Invention Story. Licensing Director Valentina La Macchia tells LTW more... Valentina, Mondo TV is responsible for some huge global hits — tell us a little about them. We have a wide, and, we are keen to emphasise, highly complimentary, portfolio, covering a variety of target audiences. However, the brands that have been most strongly highlighted recently are smash hits Heidi Bienvenida, YooHoo to the Rescue, Robot Trains, Invention Story and Sissi. They sound exciting – what’s the story behind them? Heidi Bienvenida is a live-action co-production between Mondo TV Iberoamerica, and Alianzas Producciones for teens about the adventures of a happy, carefree girl who leaves her mountain home to live in thebig city. Robot Trains, produced by South Korea’s CJ E&M, is a 32 x 11’ animated series for four-to-seven-year-old children is set in Train World, a place inhabited by talking trains, some of which can turn into robots! For season two, which is in production now, we are the co-producer. YooHoo to the Rescue a brand-new 3D CGI animated series based on the line of plush toys made by Aurora World. It’s a funny, exciting and beautifully designed animated Netflix Original Series launching on Netflix in 2019. Invention Story, a co-production from Henan York Animation and Mondo TV that arrives next year, is the animated tale of a creative fox who, in each episode, comes up with a new invention, entertaining and educating the show’s young audience. Tell us a little about the presence in these territories.
May 2018
number of global and regional licensing deals.
Heidi Bienvenida a Casa has enjoyed great success in Latin America and, more recently, launched in Russia, Israel and Italy. A Heidi Bienvenida licensing programme is under way in Latin America, where Penguin Random House Grupo Editorial will launch more than 10 titles supported by special cast signing sessions, and Italy, where noteworthy partners include Sony, Mondadori and Panini — to name only a few. TV placement to date for Robot Trains covers all the key European markets. We have also developed a wide licensing program. Toys are the driving category, through Hong Kong’s Silverlit and its many regional distributors. Yoo Hoo to the Rescue is already attracting strong interest through a
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We have a wide, and, we are keen to emphasise, highly complimentary, portfolio, covering a variety of target audiences
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And what are the aims and goals for the next year to two years? For Heidi Bienvenida it’s the production of the feature film – our first! Season two is imminent and season three already under discussion. At the same time, of course, we aim to consolidate the licencing program. For Robot Trains it’s the launch of season two later this year, and continued broadcast and licensing growth; a third season is already under discussion. For Invention Story it’s to build on the licensing and broadcast appeal of a strong message about both learning and play and a five-series commitment from the production partners. For YooHoo to the Rescue we are developing a rollout plan by leveraging the massive market presence of the co-producer Aurora, which is also the master toy plush licensee. Sissi is an established hit. Season three will be launched in spring 2019 with a new format and new contents across many territories. What will you be working on at Licensing Expo? Licensing Expo – we are on stand C 204 – is crucial to our plans to meet potential international licensees and to grow and consolidate the licencing programs for all our properties.
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Feature Music
High notes Brand engagement is the emotional or rational attachment to a property — and can there be anything more emotionally and sentimentally enriching than music? LTW takes a closer look at this growing and innovative category
L
icensing in the music space used to mean having a deal with a poster or calendar company – think of Laurence Prince of Danilo’s groundbreaking deal in 1977 for rights to The King’s images just after his untimely death. But now, the space more encompassing and can mean anything from Beats headphones to a sportswear collaboration or beauty products. The desire for the fan to create their own cool and personal ecosystem grows with the breadth of what licensing agents can develop. While the category may not bring the vast profits of a hit animated movie and the subsequent deals made in the toy space, it is a sector with potential. Kelvyn Gardner, LIMA UK MD, says: “Music is growing from a very small base, accounting for 1 per cent of worldwide licensing revenue at retail. Although 1 per cent is not a big slice, I can see the category continuing to grow strongly. New brands can be risky but, conversely, classic bands like The Rolling Stones, The Beatles and KISS enjoy long-term sales.” Thinking of modern icons like Britney Spears and we see more and more possibilities spinning off from her musical acclaim. The
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I am excited to collaborate with Epic Rights to create a new contemporary lifestyle collection Britney Spears
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momentum generated by Britney’s award-winning and record-breaking Las Vegas residency, Britney: Piece of Me, and in anticipation of her upcoming tour, the multi-platinum, Grammy Award-winning pop star
is joining forces with global brand management and licensing company Epic Rights to develop and launch a line of high quality fashion and lifestyle branded products that reflect her personal sense of style, lifestyle, artistry, and creativity. “We see this new lifestyle collection as Britney’s next step in connecting with her legions of loyal fans around the globe,” says Larry Rudolph, who
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manages Britney Spears. “Sharing her style and fashion sense through products she has developed is a testament to her authenticity as well as her commitment to and appreciation of the fans that have made it all possible.” And just last month, The Rolling Stones @ Selfridges, Corner Shop, curated by The Rolling Stones and Bravado, Universal Music Group’s merchandise and brand management company, transformed into a shopping experience that immerses fans and shoppers into the world of Mick Jagger, Keith Richards, Charlie Watts and Ronnie Wood. The shop, which took over four of Selfridges’ shop windows, will include a hand-picked display of the band’s iconic stage outfits from the 1970s through to the more recent 50 & Counting tour, a first-look at their first ever vinyl box set, a chance to re-live the historic Havana Moon concert and an opportunity to shop exclusive and limited-edition pieces. What better way to create that connection with the fan? Let’s not forget that those endorsements and partnerships with the right artist on the right product can really drive sales. Last year, Warner Music’s Charli XCX teamed up with Unilever’s deodorant brand Impulse to design two limitededition spin-offs, Rock & Love and Vanilla Kisses. It is reported that the partnership increased revenues by 462 per cent in the first month compared with the same period the previous year. And how can one look at the success of music licensing and not think of Rihanna’s Fenty fashion line — certainly one of the biggest recent hits to come to market. The future is certainly bright in this sector of the licensing industry.
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Licensor Spotlight
M
arshall Amps grew – quite organically – from one man’s love of loud. Sound permeated the very core of Jim Marshall’s being. He walked to the beat of his own drum and it was a beat musicians wanted in on. But some 50-plus years on, the brand has developed into a leading lifestyle choice for those who share the love of loud. LTW looks at some of the great partnerships hspaing the future of the Marshall brand
Loud & proud
The all h s r a M y r o t S Opening his London shop in July 1962 following a career as a professional drummer, Jim was convinced by the likes of Pete Townshend (The Who) and Ritchie Blackmore (Deep Purple) to stock guitars and amplifiers alongside brass and drums. With a history as a big band drummer, it wasn’t long before Jim recognised that something was lacking for this fresh, new breed of musician. They wanted loud, but nothing was loud enough – so Jim set about changing things – inadvertently changing the sound of music for generations to come. Fast-forward to September 1962, the very first Marshall amplifier was put on sale in the window of Jim’s shop. Twenty-three orders were taken that day, and Marshall Amps was born.
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Evolution Marshall Amps has turned its attentions towards the licensing industry. But the company’s licensing programme has grown organically, says Brand Licensing Director Grace Pantony, with headphones marking the company’s first foray into the world of licensing.
“Marshall went through a rebrand under Jon Ellery our managing director, and it was felt that the positioning of Marshall which had always been very much sat in the amp manufacturing sphere, now in 2010 was more than just a manufacturing brand, we were a music brand. Marshall is synonymous with music and great sound, hence why headphones - our first venture into licensing - was so organic. It had perfect brand fit, and was an organic and authentic move for the company.”
Wireless for sound
Major III Bluetooth is the next chapter in the revolutionary history of Marshall. This modern go-to classic has been re-engineered for a cleaner more refined design, while the silhouette stays true to its original form. Major III Bluetooth offers you the freedom and convenience of wireless Bluetooth aptX® technology and 30+ hours of playtime on a single charge. Marshall has leveraged his heritage and brand trust to create a compelling and top quality product to allow fans to love and live the brand.
www.ltwmag.com
Small speaker, big sound The home of the legendary amplifier teams with Zound the premium consumer electronic brand to bring the sound, musical story and signature look into the homes of rock ‘n’ rollers the world over. Fans can engage with the Marshall brand on a deep and personal level by owning a token of history – and have their music blaring out of it!
Keep coonl!is a proud UK company
Marshall Amplificatio rldwide success. that has achieved wo in ginnings in London From its humble be ly nt ta ins s become an the 60s, Marshall ha ng di lea name and a recognizable brand many of the top rock to provider of amps t Marshall doesn’t jus bands in the world. other ny ma s gh. It also ha provide amps, thou dals, pe ing handise, includ products and merc w no d An . headphones clothing lines, and t of an says: ”although a bi e mini fridges. Grac globe e th nd ou ers cold ar anomaly, it keeps be ! s” ve ca n oms, and ma in studios, green ro
Wear it well Marshall have turned their attentions towards apparel too. After all, fashion and music have been easy bedfellows since time immemorial. Successful partnerships with brands like Fred Perry h have proved fruitful and well-loved. “In 2018 w we are looking to really develop our apparel appa range. We have always focused fo on a loyal l fan based range, but we want to push this out to reach a wider audience that identify themselves with what wh Marshall stand for,” G Grace tells us.
Bringing it home
t a h W ? t x e n
Marshall increase co consumer engagement further with great p products and accessories fans can enjoy at home or out and about. Marshall lovers can see the infamous white scrip script emblazoned on shoppers, trav travel mugs, beanies, key fobs an and caps too! The emotional a attachment to all things M Marshall can be engendered w with the practical and be beautiful.
May M ay 2018 2018
Grace points out that Marshall Amps are:
“Always looking at where to take our audio offering, and building on the great product range we already have in this segment. We hope to continue to build this range and really move the product in the future tech of listening.”
Contact Grace Pantony via email grace.pantony@marshallamps.co.uk
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In Focus Epic Rights
Rock ‘n’ roll Epic Rights has been at the centre of rock ‘n’ roll licensing since Dell Furano founded the company in 2014. Lisa Streff, EVP Global Licensing tells us a little more about the innovative and exciting work
M
usic licensing is an integral part of the consumer experience and helps preserve the artist’s longevity too. And there is one company, exhibiting at Licensing Expo, who have a long and rich history in enhancing the brands and profiles of rock ‘n’ roll stars – Epic Rights. While the heart of Epic Rights is music, the company’s success is a testament to the broad range of knowledge and experience. EVP Global Licensing at the company, Lisa Streff agrees and adds: “And the vision we demonstrate in exploring all opportunities on behalf of our clients, whether that’s licensing artists’ images for collectable figures, apparel and home products as with heritage artists like John Lennon and Jimi Hendrix or developing full category lifestyle collections for contemporary personalities like Britney Spears and Celine Dion”. It is this strategy which the team has been encouraged to develop and hone under the expert tutelage of CEO Dell Furano that has led to their success — and added to that of the artists too. Lisa says: “Dell encourages our team to look beyond traditional licensing and merchandising, and to leverage current technologies and consumer behaviours in developing ‘first time’ opportunities to broaden the reach of Epic Rights’ clients and their brand identities”. The key to unlocking this potential of course is to have a hit at retail — what every licensor craves and strives for. But it is this magic which at times can be hard to identify. But not for the specialists in this arena — the Epic Rights team. Lisa reveals: “It’s finding the authentic relationship
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between personality and product, which fuels consumer demand and drives retail sales”. She continues: “We structure traditional licensing deals for artists such as KISS, ranging from slot machines, comic books, action figures, costumes, coffins, credit cards, spirits, and electronics. “Separately, we create lifestyle programmes for artists like Britney Spears based on that authentic association between personality and product using their sense of style, lifestyle, artistry and creativity.” LTW asks Lisa how the Epic Rights team can create an even more successful licensing programme by leveraging the increased opportunities for artist to fan engagement. Lisa explains: “One great example is our position with Britney Spears. Britney will be kicking
“Dell encourages our team to look beyond traditional licensing and merchandising, and to leverage current technologies and consumer behaviours in developing ‘first time’ opportunities to broaden the reach of Epic Rights’ clients and their brand identities”
off an American and European tour in July, providing an excellent platform for launching her new broad range of consumer products across categories, including apparel, footwear, dancewear, athleisure, hair care, intimates, electronics and home furnishings. Britney, who has already experienced phenomenal success in the marketplace with over 20 fragrances available in 85 countries, is also partnering with Epic Rights on managing her ecommerce initiatives including Amazon.” But can this also work with the heritage artists and brands? Lisa is emphatic that Epic
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l star! The Epic Rights story A quintessential entrepreneur and true visionary, CEO Dell Furano founded Epic Rights in 2014. The company is recognised as an originator of the unique and innovative marriage between licensees and the world of rock and roll. From his first clients — among them the Grateful Dead, the Rolling Stones and Pink Floyd — to Epic Rights’ current roster of Rock N Roll Hall of Famers, Dell amassed a plethora of licensing industry “firsts”. Epic Rights continues to drive innovation as a full-service global branding, licensing and rights management company representing the global interests of celebrated music artists.
Rights can and do make these vintage properties licensing successes. She says: “Fall 2018 will mark the debut of the new Authentic Hendrix branded merchandise programme, following the release of Both Sides of the Sky, a dynamic new Jimi Hendrix album featuring 13 studio recordings made between 1968 and 1970, 10 of which have never before been released. Epic Rights and Perryscope Productions joined forces on Authentic Hendrix to offer retailers, manufacturers and licensees an all-new Authentic Hendrix Brand Guide with iconic new photographs along with logos, lyrics, album art and 60s-style Hendrix fashion inspiration. Authentic Hendrix merchandise and product lines will pay homage to Jimi Hendrix, the man Rolling Stone magazine anointed “The greatest guitarist of all time!” The Authentic Hendrix brand programme will include fashion apparel, headwear, footwear, figures, wall art, jewelry, home décor, digital products, collectables and never before licensed products from a wealth of material, some never before handed down from Authentic Hendrix and Experience Hendrix”. Lisa explains how the milestones and anniversaries that are reached are a strong and important tool
to use in the licensing strategy. She says: “Tapping into celebrations, such as benchmark anniversaries, is an effective way to engage established fan bases while also introducing a brand to new fans. Take for example *NSYNC, who are celebrating the 20th anniversary of theur first album release this year. Epic Rights is developing a retro line of fashions and accessories for *NSYNC that capitalizes on the current popularity of all things 90s, including fashion tops and t-shirts, footwear, accessories, electronics, seasonal and home décor as well as games, collectable figures, slot machines and more. Epic Rights has also orchestrated the group’s online presence and created official website promotions to encourage consumer engagement. Current partners for the programme include Bioworld, C-Life, American Classics, Funko, ACCO and more.” And lastly, Lisa gives us some insight as to what we an expect from Epic Rights and its extensive and well-loved roster of stars. “We already mentioned the launch of new licensing programs for Britney Spears, Authentic Hendrix, *NSYNC and Woodstock” she says, “and of course there are ongoing programmes for KISS, Celine Dion, AC/DC, John Lennon, Journey, Lyrics by Lennon and McCartney, and more!”
Lisa says:
May 2018
Modern technology has made it much easier for bootleggers, which is why it is important to have an official licensing program. Our primary line of defence against counterfeiters is to have well-designed, high-quality, official merchandise available in the marketplace. On top of that, Epic Rights takes a proactive stance by partnering with a third-party service called CounterFind, whose software finds unlicensed products on Amazon and social media advertisements and helps shut them down in real time.
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Special Focus: Silvergate Media
Golden touch
Silvergate Media is making serious waves across the globe in 2018. LTW sat down with Ron Allen, EVP of Commercial, to learn how the firm creates inspiring shows and builds globally beloved brands Ron, you’re a busy man — and you’ve never been busier. Tell us what you’ve been working on recently. Silvergate is an incredibly exciting place right now. The team and I fill our time executing the company’s global licensing programme, from TV content distribution to products, attractions, experiential — the works. We’re a pretty small team here in London, but we’re backed by the TV production team over in New York who are just incredible.
There have been lots of announcements from the Silvergate camp recently, including another tie-up with Nickelodeon. What can you tell us about that?
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In China, the possibilities are endless. It has become a key part of the success of our business and will continue to grow
We’re very pleased to be teaming up again with Nickelodeon, a longtime partner of ours, on Fashion Ally. This is a new pre-school animation, and Nickelodeon is the ideal partner — we both always think about our audience and how shows become successful brands. Sunny Day, another show we partner on, is a fantastic example of that. They’ve done their research, wanted Sunny to become a role model for pre-schoolers, and knew they could trust
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What are your aims for Las Vegas Licensing Expo? We have two different directions. We‘re big fans of planning ahead, so for our current content line-up we have things in place until 2021, so we’re looking forward to sharing updates on those. We’ll also be able to give visitors more from our new properties, such as Fashion Ally, and unveil the great partners and opportunites we already have in the pipeline. 18
us to come up with a wonderful show that gets to the heart of those messages.
You recently signed a major new deal with Netflix for Hilda. Is it different working with a global streaming platform? It’s remarkably similar to traditional braodcasters in all the important ways. They want great content and storytelling, and we can deliver that. Hilda is just one of two projects we’re partnering on with Netflix, alongside the previously announced Chico Bon Bon: Monkey with a Tool Belt. They’re based in the US, but they’re a global company and they think globally, and what teaming with Netflix does give us is 130plus territories to launch shows into.
How do you adapt your strategy for
consumer product roll out when such a vast audience is immediately accessible? We never rush to launch a licensing programme until the audience is there, and that is no different with Netflix shows. Pushing partners to launch any faster than they believe is right is something we’d never do, and when you’re looking at a brand on a global scale, every territory has its own market conditions. Whether that’s Netflix or our great toy partners at Mattel, for example, we always work closely with all parties to ensure brands are launched step by step.
Alongside licensed product, is it fair to say Silvergate is pushing the boundaries with experiential programmes? Definitely, and I think a true evergreen like Peter Rabbit, both TV and Classic, in the UK proves that out. Our partnership with Willows Activity Farm was such a hit we’ve agreed a second phase expansion from Easter 2018.
You touched earlier on the huge potential for growth in China. What do you have in the pipeline currently? In China, the possibilities are endless. It has become a key part of the success of our business and will continue to grow. We’re privileged to have an unrivalled network of broadcasters in the territory, including CCTV. Just look at Octonauts: already we have billions of views for the animation across web and TV, and a really successful consumer products launch. There’s a huge appetite for Peter Rabbit, both TV and Classic, in Asia, too. So that’s something we will be looking to track and expand upon. In the months to come we will continue to extend our portfolio across the
Previe w
FOR LICENSING AND RETAIL OPPORTUNITIES CONTACT
CONSUMERPRODUCTS@NICKELODEON.CO.UK © Viacom Overseas Holdings C.V. © 2018 Viacom International Inc. All Rights Reserved.
© 2018 m4e © & TM Studio 100
MEET US @ LICENSING EXPO sales@m4e.de I www.studio100media.com I www.m4e.de
180416_S100m4e_LicExpo18_AZ_LTW_315x240MM_RZ.indd 1
16.04.18 10:35
VEGAS Show Preview
Brand slam It’s May, and for anyone who’s anyone in licensing that means hopping on a plane to Las Vegas. Licensing Expo comes but once a year – and that means the licensing industry brings out their very best for three busy, bustling days. Expect the hottest brands, licensing opportunities, and always a few surprises. You really have to be there…
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Show Facts What: Licensing Expo 2018 Where: Las Vegas, Nevada, USA When: 22-24 May, 2018 Why: 5,000+ brands, 16,000+ attendees
May 2018
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the name of networking — all under one roof. The show does not discriminate: Super Wings happily sits cheek to jowl with Barbie, neatly tucked next to the Tabasco Brand and alongside the powerhouse that is Disney — and this is the essential place to gain the most distilled and up-to-date knowledge about the biggest trends. Will the next tentpole movie translate to a winning toy line? What new opportunities are now open for Power Rangers under new owner Hasbro? There’s only one place to find out. It is universally agreed that the show is pivotal, with Hasbro’s VP of Brand Licensing
Licensing Expo is a unique opportunity to meet and greet and make deals with the industry’s leading power brokers
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lay your cards right and you could be flying out of Nevada later this month with the inside track on the hottest licenses and must-do deals of the coming year. What’s hot is the biggest question on everyone’s lips, and where better to discover the answer than at Licensing Expo in Las Vegas. The annual licensing showcase, this year held between 22 and 24 May, is where all the world’s brands congregate to sell, influence, communicate and, yes, maybe roll a few dice or enjoy a glass of something special — all in
Jessica Blue, VP, Licensing Expo
We asked…
Why would you never miss Licensing Expo? Daria Katiba, Production Manager, Animaccord “Licensing Expo is essential because the show is growing year by year, gathering the best representatives of the industry. This is a good opportunity to meet almost literally everyone from everywhere - from leading company owners to promising start-ups. “You need to come to our stand at Licensing Expo because now it’s finally time for Masha to ignite in North America. We’re number one for both pre-schoolers and parents on Universal Kids in Q1’18, the show is also on YouTube and Netflix.”
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VEGAS Show Preview
5,000+
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It’s the event to observe your competition and network with the industry
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Johanne Broadfield, Turner Broadcasting System EMEA
5 minutes with… Marilyn Kynaston, Head of Sales and Distribution, Sinking Ship Entertainment What makes Vegas Licensing Expo such a valuable show for you? Licensing Expo is critical for us because it’s such a large gathering of the key players in the licensing world. It’s where we launch all of our brands, and as much as we plan it out, we also enjoy the serendipitous meetings that often result in great deals! What are your goals for this year’s show? We’re working with two new licensing agents, DAPR in the US, and LMI in Europe. We’re excited to see what they can do with our brands. What is your star property and why should everyone be sure to visit the stand to learn more? Odd Squad, the PBS/TVO series we make with Fred Rogers Productions, has been getting a lot of traction lately, from dress-up to games and even an escape room. We think this 4-7 brand has infinite possibilities.
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James Walker telling LTW that: “Licensing Expo provides a great opportunity to align our company to best in class licensees both existing and new to help bring products to fans and consumers around the globe.” The show attracts the most influential players globally and so there is no greater shop window. Johanne Broadfield, VP of Cartoon Network Enterprises, Turner Broadcasting System EMEA, says: “For Cartoon Network, as a licensor globally, Vegas is a great opportunity to showcase our portfolio of properties to retailers and licensees from right around the world. It’s the event to observe your competition and network with the industry.” Also a show to make a splash at, the ideal platform for brands, licensors and
Brands and licenses at the show licensees to put their best foot forward and showcase the best they have to offer – and with more than 16,000 licensing professionals, retailers and manufacturers set to flood through the doors to the Mandalay Bay Convention Center, who can blame them? That’s certainly the plan for Mondo TV, with Valentina La Macchia, Licensing Director admitting this year’s show is looking to be even busier than usual. “With so much to announce and look forward to this is going to be an even busier year for Mondo than usual at Vegas,” says
License to learn Nicholas Denissen, VP, Amazon, will lead the opening keynote at Licensing Expo 2018. Denissen will take the stage on Tuesday, May 22, from 8–9 am with other industry leaders in a panel session titled Great Expectations: Pace, Selection, Convenience and the Customer. The panel discussion will center on how brands can grow their business online and what Merch by Amazon is doing to enable them.
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VEGAS Show Preview
New faces New exhibitors making their debut include: The Country Music Association, Flying Colors Apparel, Gearbox, Members Only, Penguin Random House, pocket. watch, PurseN, Smoots, Swissbrand World, Tetris, tokidoki, U.S. Marine Corps Trademark Licensing, and Warner Music Group (WMG) Valentina. “These properties are already attracting strong attention from licensees and broadcasters in a number of territories and we are keen to extend their reach even more.” And it’s a similar story for Ink Group and its enviable portfolio of kids’ and character properties. “This Vegas promises to be even busier than usual for Ink,” says Claus Tømming, Managing Partner, INK Group. Masha is one of the biggest franchises at the moment and series three is already making waves, Zafari is already creating a massive buzz in the industry, so we have strong expectations for this unique and innovative show. And of course we have other very original and engaging shows to present from our impressive portfolio – all of them exemplifying Ink’s vision of building major brands on the great storytelling that makes our shows stand out.” Speaking of standout shows, Endemol Shine Group will be taking to the show floor to do big business - by order of the Peaky Blinders. With A-list
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fans ranging from Brad Pitt to Snoop Dogg, the gritty hit drama has fans, and a fifth series on the way, the Peaky Blinders are set to take Mandalay Bay by force. “Peaky Blinders is an incredibly unique show and a great addition to our portfolio,” said Owain Walbyoff, MD Gaming, Licensing and Merchandising, Endemol Shine Group. “The series is globally loved, and the world of Peaky Blinders offers exciting opportunities for the brand to expand its off-air engagement with fans around the world.” Meanwhile, Bulldog Licensing, the brains Claus Tømming, behind some of the Managing biggest character licensing programmes in recent Partner, INK memory, will have lots of Group exciting opportunities. ”We’re bringing an impressive mix of brands to Vegas this year, which all offer considerable
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This Vegas promises to be even busier than usual for Ink
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commercial opportunities,” says Bulldog Licensing MD Rob Corney. “There’s huge potential across this whole portfolio and we are expecting a lot of interest from potential licensing partners.” And what do the show organisers themselves say about the show? Jessica Blue, Licensing Expo’s VP tells LTW: “Licensing Expo is a must-attend show because attendees can see the largest selection of brands in the world available for license, all in one place”. She adds: “ Licensing Expo is a unique opportunity to meet and greet and make deals with the industry’s leading power brokers - all in three days!” And so, with all this wheelerdealing, learning and of course the excellent social and networking aspect to this unique and exciting show, who could resist a roll of the dice? Get ahead and find out what’s hot, not now but next year, and get yourself down to Vegas, baby!
Match made in heaven Don’t miss out on the Licensing Expo Matchmaking Service, an online tool for getting organised and booking meetings ahead of the show. Simply visit www.licensingexpo.com/matchmaking, register, and start filling your diary. With one in three users either owners, CEOs or Presidents, it’s a great way to connect with the decision makers.
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Pikmi Pops, the new collectable from Moose distributed by Flair, is continuing it’s amazing start in the UK since it launched on Boxing Day!
Visit us at stand E214
The cute scented plush characters come packaged in a lollipop with a variety of a suprises. No.1 New Brand in the Market* Sales are tracking above Shopkins for the same point in its lifecycle. Entered the Top 10 Bestselling Items in the Market (value) on February NPD, in only its second month on the market. he A heavyweight marketing campaign f from Flair is in full swing with TV, press, p online, unboxing, Popjam, re retail support and the Pick Up a Pikmi P Pop retail tour has already started! D
*March NP s reserved.
. All right Š2018 Moose
www.bulldog-licensing.com Tel: +44 (0) 20 8325 5455 Email: info@bulldog-licensing.com
80 x 22’ EPISODES
TOP 3 SERIES › New episodes airing on PBS Kids, TVO Kids and CBBC › Airing in 150+ countries worldwide › Winner of 11 Emmy Awards
ON PBS
PBS BOOTH #G214 FOR LICENSING OPPORTUNITIES CONTACT: DAPR (USA) Patrica Ries: patricia@daprgroup.com LMI (Europe) Andrew Maconie: andrew@lmiuk.com BRAVADO (Canada) Carol Lovell: Carol.Lovell@umusic.com
www.sinkingship.ca
ODD TUBE DIGITAL SERIES 36 MILLION+ VIEWS
52 x 22’ EPISODES
DINO KIDS YOUTUBE CHANNEL 100 MILLION+ VIEWS
THEATRICAL MOVIE IN PRODUCTION
› Season 1 & 2 on Amazon Prime in the US, UK & Germany
› Launching on Amazon Worldwide Summer 2018 › 3 Emmy Nominations in 2018 BOOTH # G214 FOR LICENSING OPPORTUNITIES CONTACT: Patrica Ries: patricia@daprgroup.com www.sinkingship.ca
Interview: Universal Brand Development
Going green! Universal Brand Development already has an eye on holiday 2018 with the first raft of UK partners signed up to the licensing programme for Illumination’s Dr. Seuss’ The Grinch. LTW exclusively catches up with Hannah Mungo, Country Director, Consumer Products, UK and ROI to find out more
Hannah – tell us all about Illumination’s The Grinch? It’s a completely fresh take on the holiday classic, Dr. Seuss’ How The Grinch Stole Christmas, starring British heavyweight Benedict Cumberbatch in the title role of The Grinch, which is set for release in November 2018. The newly reimagined version comes from the creative team at Illumination- the home of the Despicable Me franchise and the Minions of course!
And where is that brand awareness derived from? From a parents’ perspective, the Dr. Seuss anthology is credited with being amongst some of the first books to inspire a lifelong love of reading and initiatives such as World Book Day are key awareness drivers too. Looking at Illumination’s The Grinch specifically, the property benefits from past movie adaptations, our adoption of US trends like Christmas Eve Boxes and UK retail’s ever increasing focus on seasonality and building narratives that engage consumers. What makes it such a special and unique story, Hannah? I think it’s a lovely combination of a classic Christmas story with slapstick humour that feels very contemporary
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and is brought to life on the big screen. The characters are big and bizarrely surreal which is of course very unique to Dr. Seuss, yet the message is a heartwarming tale of inclusion and acceptance. It’s seasonal without being too saccharine and offers licensees and retailers the opportunity to own the festive space with a cross category offering that appeals to kids and The adults of all ages.
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And what about the movie licensing program? Who’s on board? Early adopters to the programme have the Christmas essentials covered including Just Play, our master toy licensee for the film, with a range of toys, plush and playsets inspired by Illumination’s The Grinch.
Illumination’s
Grinch is an opportunity for licensees to reach life-long fans of The Grinch as well a new audience
It’s wonderful to have such a huge player behind this wonderful property. Which other licensees are going green with Illumination’s The Grinch? In the fashion category, we’re working with our partners to create a range of pieces for all ages. Some partners include: Park Agencies for daywear, Misirli for socks whilst Somberbond and Cooneen will offer a collection of adult nightwear
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Many of us will have heard of The Grinch — but is it part of the UK and Ireland’s Christmas tradition? The popularity of Dr. Seuss in the UK and Ireland is driven, at least in part, by the educational aspect of the books and vital endorsement from parents and teachers. The anarchic and the fun rhyming narratives prove irresistible to young children. Illumination is on track to produce a movie that will stay true to the original storyline but will take the film to the next level in terms of comedy and larger than life characterization.
and children’s nightwear respectively. In addition, partners for home products include: Dreamtex for bedding, Corsair for toiletries and Stor for dining wear. And being Dr. Seuss there must also be a publishing element too, right? Yes, of course! To honour the literary heritage of the story from the world’s No. 1 children’s author, HarperCollins UK has signed the local publishing rights and will release a selection of imprints based on the new movie IP. And can you tell us about some more partners — LTW understands there is a pretty long list… We are delighted to work with so many excellent partners such as Bon Bon Buddies, World Confections and Give & Go, which meet the demand for delicious treats with seasonal chocolate, confectionary, gingerbread houses and cookie kits. Lastly for gift giving and receiving, Danilo will have greeting cards, gift-wrapping and Christmas crackers. Hannah, can you sum up what The Grinch will mean to licensees and retailers this year? Illumination’s The Grinch is an opportunity for licensees to reach lifelong fans of The Grinch as well a new audience. The movie will allow us to own the family movie event space for Holiday 2018 and again in 2019 during the home entertainment window.
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VEGAS Show Preview
What The Doctor ordered
Stand N204
BBC Studios (formerly BBC Worldwide) 0207 612 3000 www.bbcstudios.com
Innovation and invention Mondo TV
Stand C204
Mondotv.it 39 06 6209836 Invention Story is an animated series for children that launches in a number of territories next year, bringing with it all the intelligence, humour, quality draughtsmanship and engaging storytelling you would expect of a co-production from China’s Henan York Animation and Mondo TV, one of the largest European producers and distributors of animated content. There are plots, conflicts and rivalries as well as funny, eccentric and engaging characters — but this show also offers something very different. It’s the tale of Kit, an intelligent, thoughtful and creative fox who, in each episode, comes up with a new invention or gadget to improve the life of the inhabitants of Carrot Town, his adopted home. By following the little fox in his efforts to build each new invention, the show’s young audience will find out more about science and how it works. This approach sets Invention Story apart as a highly distinctive addition to the children’s entertainment scene. But it also gives it enormous licensing potential – most obviously in toys. The storylines have been developed not just with entertainment and learning in mind but with an awareness that many of the show’s themes and ideas can translate to toys.. And there’s much, much more. The eccentric, appealing and exciting inventions, homes, tools and machines that appear in every episode can lay the foundations for a strong retail offering
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BBC Studios is back with incredible brands for all ages. Doctor Who is a main attraction as excitement builds for the new series, with new deals from the US and UK to be announced. BBC Studios recently partnered with John Adams Leisure LTD to produce and distribute the first ever official Strictly Come Dancing board game, on sale this summer. Other recent launches that have proved successful are Kinnerton for confectionary, Danilo for cards and calendars and TDP and Aykroyds for apparel. Hey Duggee toys launched at mass in the US with Jazwares in July 2017, a deal was brokered with Chicco to stock toys 150 stores in Italy, the series hit over one billion video views across streaming platforms. BBC Earth brand signed White House Leisure to create plush toys for the UK and EMEA and ACCO signed a deal to for BBC Earth-branded calendars for US and Canada.
Get animated Cartoon Network Enterprises
Stand D170
0207 693 1000 www.cartoonnetwork.com across many types of toys. Already the innovative concept of the show has inspired a flurry of activity in a number of categories, some of which – including master toy and master publisher – are soon to be finalised. Many others are expected to be announced before the series’ launch in Easter 2019. An additional boost to licensing is the very long-term commitment of the production parties. Such is the enormous potential of Invention Story across both play and learningrelated licensed product that Henan York Animation and Mondo TV have committed to five series. A broadcast reach that will include many of the free-to-air and pay-TV broadcasters of all major countries, combined with a five-series commitment, will allow partners to develop a successful long-term licensing programme. And licensees will be further encouraged by the news that many TV deals are already in place in Europe and the rest of the world. It’s a guarantee that will greatly boost the confidence of potential licensees at the prospect of high and sustained awareness of Invention Story over a long period.
Cartoon Network Enterprises showcases its broad, dynamic portfolio. Key licensing partnerships will be announced for many of its adored brands including Ben 10, Powerpuff Girls, Rick and Morty, Steven Universe, We Bare Bears, Adventure Time, The Amazing World of Gumball and more.
Pre-school heroes Entertainment One eonelicensing@entonegroup.com www.eonefamily.co.uk Entertainment One (eOne) returns to International Licensing Expo (ILE) this year with its world-class line-up of award-winning preschool entertainment properties: Peppa Pig, PJ Masks and Ben & Holly’s Little Kingdom.
Stand G196
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FOR MORE INFORMATION UK Licensing: Naome Jones +44.203.618.6552 Gaming & Digital Licensing: Bill Kispert 818.777.5446 Publishing: Siobhan Harkin +44.203.618.5539 Live Entertainment Licensing: Carol Nygren 818.777.9507
VEGAS Show Preview
Leader of the pack Bulldog Licensing Stand E214
020 8325 5455 www.bulldog-licensing.com Shopkins is the hit collectable from Moose Toys, with over 1 billion characters sold, and finished 2017 as the number one girls’ brand in the UK (the third consecutive year!). Its popularity is bolstered by a growing entertainment slate, and a long list of partners includes Topps, Danilo, Winning Moves and many more. Pikmi Pops is a range of sweetscented miniature plushies that come with surprises, packaged inside an iconic lollipop vessel! This new release from Moose Toys is already the number two new brand in the UK after only two months on the market. The Angry Birds mobile game transcended its original medium to become a global phenomenon. Now a massive property with a reach across the generations, the second movie launches in Autumn 2019, supported by an enormous marketing and promotional campaign. From Zag, smash hit animated TV series Zag Heroez Miraculous – Tales of
Ladybug & Cat Noir is dominating the kids’ TV scene in the UK as the number one girls’ show on both Disney Channel and Pop. Over 25 licensees will be on the market by mid2018. Also from Zag, Zag Heroez - Zak Storm is garnering great reaction with excellent viewing figures after debuting on Pop in October 2017. Care Bears have been a staple of childhood for over a quarter of a century, with 98 per cent awareness across kids and their mums. Bulldog is building on the brand’s immense popularity and is in talks with a range of licensees. There’s also exciting updates and opportunities for sport collectable brand Match Attax and Usbornepublished That’s not my… book series.
Long live the King! King Features
Stan
d King Features, long known for bringing D154 classic properties to life including Betty Boop™, Popeye®, Flash Gordon and Phantom, has been building upon its impressive initial lineup by securing new franchises and a fresh team of talent. The global representation of StudioMDHR’s breakout hit game Cuphead™ is the first of many new creative partnerships King Features hopes to cultivate for new IP franchises and the company sees many opportunities for its enormous potential across the globe. As one of the most successful games of 2017 with 2.75M+ units sold on XBox, Cuphead has received considerable praise from consumers and critics, having generated a long list of awards. King Features is channeling this success and excitement around the game to create an impressive branding campaign that will build upon Cuphead merchandise at retail and expand into original content. In addition, King Features’ Licensing, headed globally by Carla Silva, recently announced the expansion of their brands Popeye and Betty Boop into new categories and territories, supported by reimagined creative, in preparation for the brands’ upcoming 90th
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Kingfeatures.com
© 2018 King Features Syndicate, Inc. / Fleischer Studios, Inc. ™ Hearst Holdings, Inc. / Fleischer Studios
© 2018 StudioMDHR Entertainment Inc. All Rights Reserved. Cuphead™ and StudioMDHR™ are trademarks and/or registered trademarks of StudioMDHR Entertainment Inc. throughout the world.
© 2018 King Features Syndicate, Inc. ™ Hearst Holdings, Inc.
anniversaries in 2019 and 2020 respectively. The renewed energy for existing and new properties follows the appointment of C.J. Kettler as the new president of King Features. Kettler is a TV and digital media veteran with a long list of credits, including the new Carmen Sandiego series on Netflix. The introduction of Kettler’s new corporate vision along with her new team of talent in Business Development, Entertainment, Digital, Licensing and Marketing has King Features primed to be a 2018 game changer in the Licensing world and beyond.
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Inking deals Ink Group
Stan F204d
+45 20 33 3020 www.ink-brands.com
Team Odd! Sinking Ship Entertainement/ DAPR Group sinkingship.ca / daprgroup.com
Stan d G214
ODD SQUAD is a live action/CG math comedy series aimed at 4 – 8 year olds that airs on PBS Kids and Amazon in the US. This Emmy-award winning series follows a group of kid agents who work for a secret government agency run by kids. These agents are equipped with the world’s most advanced and unpredictable gadgetry and whenever something strange or unusual happens, it’s Odd Squad’s job to put things right. Nominated for X Emmys and winner of X, the series consistently holds the #3 spot on PBS Kids while the companion digital series ODD TUBE has over 36 million views. The digital games on PBS.com currently sit at over 2.8 million monthly game plays. ODD SQUAD has been sold to over 150 countries worldwide, including to key broadcasters like the BBC in the UK, Ki.Ka in Germany, ABC in Australia, and Discovery in Latin America. ODD SQUAD airs daily on PBS Kids at 4:30pm and 5pm on weekdays and 11am on Saturdays and Sundays. The series also airs daily on PBS’ 24/7 channel at 8pm and 8:30pm. Amazon Prime streams all 80 episodes, and the series currently sits at a rating of 4.8/5. ODD SQUAD’s licensing program launched in the Fall of 2016 with a national live show with Mills Entertainment which played in over 60 cities across the United States. CPS (Customized Personalized Solutions) currently populates the PBS Store with a variety of ODD SQUAD merchandise, including popular items like the t-shirt and wallet. Additional licensing partners include Outset Media for board games and puzzles, Fun.com for costumes and dress-up, OMNI for apparel, and Trends for posters. An Amazon storefront is planned for later this year, including preliminary products and opportunities for prospective licensees. Representing ODD SQUAD at Licensing Expo with be Canadian agents Bravado and The DAPR Group.
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INK Group will have a huge presence at the show. ZAFARI is the creation of animation visionary David Dozoretz and tells the story of a group of friends who inhabit a land where all the resident animals have been magically born with an amalgamation of varying skins, patterns and characteristics, making each individual truly unique. NBCUNI DREAMWORKS is the distributor for Media Rights and a large host of broadcasters are embracing INK’s vision for the series and have joined the ZAFARI franchise across Latin America, Asia and Europe. Masha and the Bear is the global heavyweight that is now broadcast in almost every country in the world. The recently launched season three has already been snapped up by channels in the UK, Italy, Turkey, MENA, France, Germany, Nordics, Asia, Greece and elsewhere. The show has also spawned two hit spin-offs — Masha’s Tales and Masha’s Spooky Stories — and is a huge hit on YouTube. Ink Group also represents licensing for Beat Bugs – a Netflix original series for kids – thanks to the multi-territory partnership deal with Centa IP, which spans merchandising, publishing, promotions and events. Beat Bugs is an animated family television series inspired by the music made famous by the Beatles. Each episode features a cover of a song made famous by the Beatles, by artists such as Pink, James Corden, Eddie Vedder and The Shins. Ink Group represents the show throughout Europe (excluding the UK), Russia/CIS and MENA, with an initial focus on toys, publishing and apparel. Moonzy is a beautiful new Russian animation that introduces young audiences to a little alien who falls to earth and finds a new home amongst the lovable inhabitants of a forest meadow. Their adventures are subtle, engaging and funny tales for the 21st Century. Already a massive success in Russia, where it is the top-rated show on the Karousel channel. Media sales for Moonzy have already been achieved in the USA with Janson Media for Amazon Prime and HappyKids OTT channel, but also – amongst others – in Israel with HOP and in Turkey with Planet Sony. Both shows are available on TV and VoD across the world – except Russia and China. Mojicons is an established show that’s being discovered by new audiences across the world. The show has been eagerly accepted by many digital platforms – and broadcasters across 100 countries have already snapped up the show. The Mojicons movie has already been a success across France – and one more is now ready for release.
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VEGAS Show Preview
Universal success Universal Brand Development +1 818 7774382 www.nbcuniversal.com Universal will showcase an expanding portfolio of properties from the company’s film and television creative partners including Universal Pictures, Illumination, DreamWorks as well as NBCUniversal’s TV and cable properties. It has been twenty-five years since Jurassic Park captured the imaginations of global audiences and transported fans to a world where dinosaurs roamed the earth. In June 2018, the wonder, thrill and adventure returns as Jurassic World: Fallen Kingdom makes its highly anticipated debut in theaters. Anchored by global partners, Mattel and LEGO, the Jurassic World franchise is supported by its largest program to date. Also, from Universal Pictures comes Mortal Engines. This new epic adventure, directed by Oscar®-winning visualeffects artist Christian Rivers (King Kong), premieres in theaters December 2018. In April 2019, Robert Downey Jr. brings a signature new take on a very particular genius in The Voyage of Doctor Dolittle, the sweeping adventure based on the enduring tales imagined by Hugh Lofting and directed by Academy Award® winner Stephen Gaghan. From the creative teams at Illumination and Universal Pictures, comes a newly
Jam packed! ITV Studios Itvstudios.com
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imagined version of Dr. Seuss’ The Grinch, starring Benedict Cumberbatch voicing The Grinch. In theaters November 2018, Dr. Seuss’ The Grinch is supported by global master toy licensee, Just Play, and launches just in time for the holidays. Also, from Illumination, The Secret Life of Pets 2 will debut in theaters June 2019, and, in 2020, fans can look forward to both Minions 2 and Sing 2. The highly anticipated next film in the DreamWorks How To Train Your Dragon franchise premieres in theaters Q1 2019, and, Trolls 2, the follow up to the 2016 breakout hit debuts in theaters in April 2020. Global master toy partner, Hasbro, continues to expand the breadth and scope of its toy collection, which supports the film franchise as well as the highly popular, 2D animated Netflix original series, DreamWorks Trolls The Beat Goes On! Also part of the DreamWorks portfolio is the award-winning Netflix original series, DreamWorks Spirit Riding Free. Master toy licensee, Just Play and specialty partner, Breyer, and book publishing partner, Little, Brown Books are among the key partnerships supporting the series.
ITV Studios Global Entertainment (ITVS GE) showcases its spectacular portfolio of ITV owned and third party properties. Leading the slate following its recent brand launch at BLE is Robozuna, an action-packed Netflix Original animated series following 14-year-old Ariston and his homemade robot, Mangle. This original IP will launch across multiple platforms simultaneously, including linear broadcast in the UK, VOD around the globe through Netflix, YouTube Kids with shortform content, as well as in apps and gaming - with global social media influencers Ethan Gamer and Ali-A, both of whom star in the series. The content on each platform will complement the rest and create a seamless 360-degree user experience for kids as they delve into the Robozuna world, making it a very exciting and unique proposition for licensees. Viewers will be able to join forces with Ariston and Mangle in Autumn 2018 when Robozuna debuts on Netflix around the globe, and in the UK on CITV. Consumer products rollout will follow the broadcast in Spring 2019. ITVS GE are excited to present another recently added property in the new interpretation of family favourite Watership Down. The four-part CGI animated mini-series is a reimagining of Richard Adams’ classic 1972 novel and is a co-production between the BBC and Netflix. The series will feature an all-star cast including James McAvoy, John Boyega, Sir Ben Kingsley, Olivia Colman and msny more and is written by Bafta-nominated Tom Bidwell. Licensing opportunities will be available for the series in multiple categories, with some deals already underway. The hit action TV series Thunderbirds Are Go continues to expand its global footprint and has aired in over 40 markets, with recent standout successes in China and the Nordics. Season 3 is set to launch in Spring 2018 with new baddies creating a world of chaos for International Rescue, and a huge consumer PR campaign to support the launch. In addition, ITVS GE acts as a full-service agency for third party brands including cute animated comedy series Oddbods, hit new show PINY which is airing on POP and reached over 2.5million viewers in 2017. With the expertise to build an evergreen global franchise, ITVS GE can offer a strong broadcast platform in addition to content production, consumer product management, brand support and distribution.
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Interview Masha and the Bear
Bear-y good! Masha and the Bear continues to grow globally and the licensing programme shows no signs of slowing up. LTW catches up with Vladimir Gorbulya, VP and Head of Licensing at the studio Animaccord to find out more Vladimir, the past year has seen even more growth and development for the Masha and the Bear brand — tell me a little of the exciting developments. In 2017 there were a number of gamechanging events for the brand. Looking to Spain, Masha and the Bear was released on free-to-air channel Clan TV and as a result demand for the licensed consumer products and new partnerships have increased. In the UK, we launched the show on free TV channel Tiny Pop, which has really boosted the presence in that territory, particularly the ongoing and fruitful partnership with Smyths Toys in driving product sales. Last but not least, we’re concentrating on launching the brand in the Asian markets. Last year we began a partnership with Viacom 18 (India) where Masha and the Bear is currently broadcast on Nick Jr. and this is a huge opportunity which we will explore more deeply with our Indian partners throughout 2018 and 2019 and translate our joint efforts into a consumer products success. Masha and the Bear is a YouTube superstar. How integral is the YouTube element to the success of Masha and the Bear at broadcast? YouTube has been a huge focus for our company since Masha and the Bear launched and the fanbase is phenomenal. And the key is the repeat views we believe. One of the leading national TV channels we partner with, Rai Yo-Yo in Italy, broadcasts the cartoon more than 20 times per day — that’s more than one season daily! The feedback from Rai Yo-Yo has been extremely positive and the interest from the audience is consistent. Of course, we’re maintaining that interest by launching new exciting episodes of Masha and the Bear, which attracts millions of views during the first day of the release on YouTube, as well
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as the episodes of the spinoffs — Masha’s Tales and Masha’s Spooky Stories. Additionally, based on the evidence of exceptional popularity of the Russian YouTube channel worldwide, which hit over 14.5 million subscribers, we decided to implement a multilanguage strategy for Masha on YouTube. We successfully released YouTube channels in local languages which keeps the audience interested in and engaged with the brand.
strategy. YouTube undoubtedly plays a huge role especially since we’ve introduced YouTube kids application, which we have so far run in a big number of markets.
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YouTube has been a huge focus for our company since Masha and the Bear launched and the fan base is phenomenal
And so how does all this translate to licensing success then, Vladimir? The cartoon is a unique idea with great plots, amazing music and the exceptional quality of 3G animation. But what really builds the demand for the brand is that we create a combination of various media factors that make the audience able to watch the content from the different sources. Moreover, it’s also supplemented by the gaming content we provide where direct interaction with the characters and content in apps lead to audience engagement to the brand. We cannot clearly translate the YouTube success into overall licensing achievements but believe that it’s definitely the combination of the complex media
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And what news for Masha and the Bear from a licensing perspective? The combination of new media which we’re bringing to the North American market, including the very important factor that Masha and the Bear is now broadcasted on Treehouse translates into the fact that we’ll be very active this year with partners on board in North America to launch new consumer products in spring 2019.
What will be revelaed at Licensing Expo? There are a few exciting deals at the moment that we’re in the process of finalising. What’s more important, we’re extremely excited about Masha and the Bear’s further licensing programme in North America, which has developed since it was successfully launched on Universal Kids channel in the United States. Moreover, we’re happy to see that Masha plays an important role for Universal Kids as the cartoon produces great broadcasting results. We’re planning a continuation of our partnership with Spin Master that began two years ago and was highlighted in 2017. Moreover, we’re also extending our partnership for publishing category with Little, Brown and Company.
VEGAS Opinion
What you say about Licensing Expo 2018 LTW asked licensing industry experts for their views on Licensing Expo – here’s what they had to say... Andrew Carley EVP, Global Licensing, Eone Licensing Expo is essential because it is one of the most important events in the industry calendar. The show attracts such a wide array of visitors from all over the world and provides a valuable opportunity to meet with overseas licensees and retailers together in one place. The timing of the show also allows us to host crucial conversations and build momentum around our brands that will carry through to BLE. You need to come to our stand at Licensing Expo because we have two of the world’s biggest preschool properties — Peppa Pig and PJ Masks, that continue to grow in popularity with audiences across the globe and we’ll be unveiling exciting new content and plans for both brands at the show.
Lloyd Mintz SVP, Global Consumer Products, Genius Brands International
Ian Wickham Director, Licensing Link Licensing Expo is essential because for three full days, you live, breathe, eat and drink licensing, at the perfect time of year to initiate discussions for the all important fourth quarter for the following year.
May 2018
Licensing Expo is essential because it gathers all the key industry players and its decision makers under one roof whose sole focus is to see new intellectual property and evaluate it against the competitive set. At no other time during the year and no other venue do you have access to virtually all of the most important licensors and licensees in the business. If you are in the licensing and merchandising business, Licensing Expo ranks as a “can’t miss” show that you must attend if you want to be seen as a viable participant. You need to come to our stand at Licensing Expo because we have two new hit pre-school properties — Llama Llama and Rainbow Rangers — that are going to be among the hottest, most talked about properties at the entire show. We will be able to share information and, in the case of Rainbow Rangers show early product concepts, at our booth. We have a tremendous portfolio of licensed partners for both properties and my guess is by the time we emerge from Licensing Expo we will have filled in quite of the remaining holes.
Annalisa Woods Commerical Director, Ink Licensing Expo is essential because its scope – in terms of both exhibitors and what is being exhibited – it’s bigger than any other show in the world, which makes it an essential destination for anyone who is serious about licensing. You need to come to our stand, because of the unique opportunity to see rare licensing professionals in the wild and feed them from your palms!
Meghan Mernin Director of Licensing, Epic Rights Licensing Expo is essential because it is the world’s largest licensing trade show dedicated to brand representation and networking. It opens many doors for our brands, creating opportunity for more exposure and new revenue streams, globally. In addition, it is a great way to showcase existing brands and launch new IP. There is also something to be said about the power of face to face conversations. This is the time to sit with current and prospective partners, let the wheels turn and make deals happen! You need to come to our stand at Licensing Expo because music brands are connecting on a global level across multiple product categories and all channels of distribution. 70s and 80s rock artists like AC/ DC, KISS, Jimi Hendrix, David Bowie and more are influencing market trends and extending into categories far beyond the typical band tee. The current revival of 90s and early 2000s artists like *NSYNC and Britney Spears has fueled a feeling of nostalgia in millennial fans and is driving retail demand.
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Spotlight BLE 2015 Show Preview
The Smiley Company
Intelligence cubed
Twist and shout about Rubik’s!
As one of the top 100 licensing companies in the world The Smiley Company is bringing the power and intelligence of the Rubik’s brand to wider audiences globally
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hat do you get when you marry one of the world’s best-selling toys ever with a licensing company that has more than 45 years’ experience in successfully licensing brands and creating opportunities in multiple sectors globally? No, that’s not the start of a brand licensing gag but actually one of the most potential-filled brand partnerships emerging right now. The Rubik’s brand is the epitome of challenge, intelligence and skill, and so when partnered with The Smiley Company, whose innovative approach to licensing and strategic development has made it a global licensing powerhouse, the possibilities are limitless. Bear in mind that NPD, the global industry sales and analysis experts, say in their reports for the toy industry for 2017, the Rubik’s Cube was the best selling game in France for 2017 and the seventh best selling game in the US, according to sales data. Adding to the mix is Google’s Year in Search for 2017, where “How to Solve the Rubik’s Cube” was the tenth most searched term for the year, and there was an astonishing 2.5 million minutes of Rubik’s related content watched on YouTube, which is after all the world’s second biggest search engine. One of The Smiley Company’s most impressive strategies is to increase engagement and usability of their brands — know anyone who doesn’t use a yellow smiley daily? — and that’s when we see the Rubik’s Brand really come into its own. A hugely exciting new development from The Smiley Company is a partnership with Red Bull. The hottest name in action sports and music events with millions of engaged fans,
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Red Bull is combining its creative forces with Rubik’s Cube to develop a huge and global Speedcubing competition. Speedcubing is of course the phenomenon which sees expert puzzle solvers compete against one other in the ultimate showdown of intellgence and creative problem-solving. With more than a thousand Speedcubing events organised around the world, competitive Cubing already draws outstanding media attention and the involvement of Red Bull fuels the power and reach of these events. Speaking about the partnership, Matt Winton, Marketing Director of Rubik’s master licensee The Smiley Company, said: “I’m really excited about this partnership. Red Bull have gained a market-leading reputation for leveraging the extreme sports and music markets and it’s a great sign for Rubik’s to see Red Bull now enter into intelligence. They are experts in marketing and promoting events. With their owned media channels and amazing marketing approach, this will ensure Rubik’s and Speedcubing has stand out prominence in the market next year and it is great to be partnering with one of the world’s great lifestyle brands.” The exciting competitions take place in 20 countries across five continents and attract huge media exposure. Red Bull Mind Gamers will take Speedcubing to a new level of professionalism and recognition. The iconic puzzle continues to take centre stage!
The Smiley Company is building on the success of Rubik’s in numerous ways. Here are just a few from 2018 so far: Build me up New US partner Strictly Briks has excelled in the genius stakes with the introduction of an exciting new toy concept aimed at creating an innovative new Cube shaped brick construction toy for the next generation of master builders.
Getting jiggy with it
Gibsons, a new UK licensee, has created a Rubik’s Cube jigsaw puzzle, which has been named as a 2018 Toy Fair Hero Toy winner. Gibsons has transformed the iconic magic Cube into a devilishly difficult, double-sided, 500-piece jigsaw puzzle that is sure to test even the most advanced jigsaw enthusiasts.
Hip to be square Uniqlo, one of the hippest stores on the high street, knows exactly what it is doing when it comes to trends — and that’s why it has created a range of Rubik’s tee shirts that launched at retail in early 2018. This exciting launch will see urban-inspired Rubik’s prints that pay homage to 1980s hero hipster products and will launch across Uniqlo’s global distribution network of over 1,500 stores.
Brain-busting books
Rubik’s has a host of brain-busting publishing titles scheduled for launch in 2018. UK-based Carlton Books has an adult logic puzzle book entitled RUBIK’S PUZZLES: 101 Puzzles to Test Your Brain Power.
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Spotlight: El Ocho Licencias y Promociones
Iberian experts El Ocho • el-ocho.com • 0034 913 50 40 90 El Ocho Licencias y Promociones is an agency dedicated to the management of brands and promotional marketing, specialized in the license market. With more than 20 years’ experience, we work to fulfill the market needs and give a complete counsel of the license process. Our most successful licenses are: PJMasks which follows the thrilling nighttime exploits of three young friends who transform into their dynamic superhero alter egos, It is currently one of the top preschool brands in Spain and Portugal. It has one of the best licensing and
Anekke is a design brand with a unimaginable potential. What makes Anekke different is its attention to detail. The property continuously creates beautiful designs and delicate content for all its licensees. Every product is unique and has an emotional impact. Mölang is the internet sensation character which heads to Spain thanks to El Ocho and Bizak as master toy. The TV series follows the adventures of Mölang, a joyful, eccentric and enthusiastic rabbit and his best friend Piu Piu.. Over the top cuteness and no dialogue allows this unique property to transcend demographics.
merchandising programs, with over 50 licensees in Spain and Portugal. Peppa Pig is produced by Entertainment One and broadcasted by CLAN TVE in Spain. After seven years, Peppa Pig continues to be one of the top selling brands for licenses and one of the most successful preschool brands in the Spanish market. Distroller lands in Spain thanks to El Ocho in 2018. The award winning Mexican brand is a part of an ambitious project with CIFE as Master toy. There are no limits to what this brand can achieve..
www.el-ocho.com +34 91 350 40 90 el-ocho@el-ocho.com Madrid, Spain
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Film focus
That’s entertainment Savvy use of entertainment IP is one of the best ways brands can increase their exposure. Done right, these partnerships have the power to stay with us for years. Rich Barnes, MD of Partnerships at Brand & Deliver, shares his all-time favourites
Movie Evian & The Amazing Spider-Man 2
Classic IP Licensing Moneysupermarket & Action Man
Brands work with movies all the time, but they can be restricted by creative limitations… Not in this example. Evian’s creative positioning around its established Baby & Me campaign was the dominant power and Spidey had to yield to that. The confidence shows and it works beautifully.
“Brands using the power of entertainment IP is nothing new. They figured out the benefits decades ago, but in recent years the explosion in kids’ animated IP and gaming has meant those brands have a much wider range to choose from. The music industry has also raised its game with brand partnerships moving from lazy sponsorships and niceto-haves to truly integrated initiatives for all major artists. It means there’s an awful lot of really good partnerships these days. Here are my favourites.”
This is a fantastic collaboration. While Moneysupermarket’s first project with HeMan didn’t work for me, it clearly showed the company the power of working with IP. If He-Man was first attempt, Action Man is a refinement of every element of the campaign. Both campaigns took a well-defined IP and completely up-ended them through the Moneysupermarket-irreverent brand. Lovely stuff!
Music Red Bull & music
Games Lucozade & Lara Croft Not many brands have worked with an IP for over 15 years. Lucozade identified early on that Lara Croft was the perfect brand ambassador for its brand and it’s worked with her across three movies and countless games, starting with its groundbreaking ad back in ‘99. While the gaming landscape has evolved hugely, it’s remained faithful to the IP and they’ve reaped the rewards.
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The music industry has really stepped up its game with partnerships and now almost every major artist is launching a popcorn brand or a car. But from a brand POV there is only one champion: Red Bull. Whether it was the brand establishing its own label with recording studios in South London or the event it created in the London Eye where each pod was transformed into a bespoke venue, each hosting a unique artist. Red Bull supports small artists and big acts, making the brand synonymous with music in the UK.
Television One Piece & Breaking Bad If I had to pick a single example of a brand making the most of an entertainment IP it would be this. It’s just great. Not many brands would risk partnering with a dark and edgy TV brand like Breaking Bad (this was before it was a smash hit, remember), but the team at One Piece clothing came up with a fun and creative idea and pitched it to Sony. The show was filled with iconic imagery, but arguably the most famous image was of Jessie & Walter in their yellow hazmat suits. One Piece took that image and ran with it and set about creating a limited-edition onesie to match the suits in the show.
Sp Special p Focus: m4e and St Studio 100
Hive of activity
1.7m
The number of unique users who logged on to familie.de for the Maya the Bee: The Honey Games trailer debut
Stickyness is a word often bandied around when talking aboutt brands that stand the test of time and keep kids coming more. oming back for mor re. M4E and Studio 100’s honey-loving Maya the Bee is one such prop property perty – LTW checks in as the new theatrical release e takes off
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reating buzz around a brand is one of the biggest challenges in the world of licensing, but it comes naturally to m4e and Studio 100. That’s particularly apt with the next chapter in one of their best-loved properties, the cute and colourful Maya the Bee, taking off in 2018. Across Germany, Switzerland and Austria, Maya has the third highest On the back of overwhelming box office brand awareness success in Poland for Maya the Bee: The Honey among kids aged Games, a new theme park opens this May. four to 12, with 83 Majaland Kownaty will be the first theme park of its type in the country, with a total of 25 per cent of kids attractions for fans to enjoy. across GSA familiar “Maya the Bee continues to strengthen its with the animated appeal in many countries and especially in property. And it is the Poland we are very happy with the brand’s number one most st development,” says Ulli Stoef, CEO of appealing brand Studio 100 Media and m4e. among girls aged d four “And Majaland will not only attract fans to six, according to Kids and families from Poland, but from License Monitor. Germany as well — adding more long With such a term benefit to the brand.” dedicated fan base, ase, M4E and Studio 100 have been drumming ming up excitement around nd Maya with a host of targeted marketing keting and experiential events. A tie-up with Corny cereal bars saw Maya and friends promote
Theme park fun
Did you ou know… Maya the Bee has the number one brand appeal among mong girls 4-6 across GSA, according to Kids License Monitor May 2018
the Bee Careful initiative e across packaging and a collectable magazine and poster, engaging 160,000-plus fans with fun facts about the miniibeasts. The eco-conscious ous messaging continued through a partnership with the Mellifera Bee Protection ction project, which got fans involved in conservation ion efforts in Germany while raising the profile of the Maya brand. Planeta Junior, the brand’s agent in Spain, teamed with Greenpeace on similar initiatives across Iberia.
Big screen outing Maya, best friend Willi and a supporting cast of memorable friends and foes returned to the big screen earlier this year in Maya the Bee: Honey The Ho H ney Games, and already a al ready audiences are clamouring for more. The movie’s trailer drew an impressive 1.7 million unique users when it
Mia and Me is another hit
premiered on familie.de, and across Europe it is taking over the box office. Excitement for the movie launch is being stoked by a heavyweight marketing campaign, including trailers and posters in cinemas, TV marketing at campaigns, direct d kindergartens and infant schools, and kindergarten out-of-home campaigns in big cities continent. across the co In the UK, a true growth market for the brand, brand m4e and Studio 100 partnered with cinema chain have partner Vue Cinemas to bring the film to nationwide. Spearheading audiences na consumer product is best-in-class the consume toymaker GP Flair, which will launch of Maya the Bee toys a full range o network of retail partners through its n spanning the country. clean up across Germany, Set to clea Studio 100 also joined m4e and St forces with soap maker Sagrotan successful co-media TV Kids on a su campaign. and social c With so much activity around the world, 2018 is fast shaping up to be the year of the bee,
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SPOTLIGHT
Fantasy made reality Games Workshop has had a phenomenal year since LTW sat down with the team in January. With Licensing Expo imminent, we returned to the Nottingham HQ for an update on the unique licensor’s year so far — already off to great start and tipped for exciting things to come
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t a glance, it’s easy to see that the purveyor of all things Warhammer is clearly benefitting from the global surge in geek culture. Where science fiction, fantasy and gaming were once niche hobbies for a narrow group of predominantly young men, the time of the geek is truly upon us and very much in the mainstream. Geek is the new cool, and as a 40-something year player in this market with 35-plus years of fantasy IP development under its belt, Games Workshop is reaping the benefits through its core tabletop miniatures business as well as through its licensing operation. In fact, since January, Games Workshop has entered the FTSE 250 Index, marking its newfound status as one of the 350 largest companies on the London Stock Exchange. While many have been aware of the company in some capacity for years, it’s clear that Games
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Games Workshop is now truly finding its place on the global stage
Did you know... Games Workshop’s growth saw it enter the FTSE 250 Index earlier this year 42
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Workshop is now truly finding its place on the global stage. As anticipated in January, the GW licensing business has similarly reached new heights this year. Sales of Games Workshop licensed products reached $119m in the year to November 2017, a significant part of the company’s branded sales at retail of more than $400m in that period. This is particularly impressive considering the company has only recently made strides into licensing categories outside of video games and interactive media.
Awards and accolades As a company that prides itself on putting quality first, the Games Workshop team have been thrilled to see several of their licensees being recognised in their respective industries. Total War: Warhammer 2 from Creative Assembly and SEGA has built on its Best PC Strategy Game 2017 award by being nominated for a BAFTA for Best British Game as well as receiving a nomination for a 2018 LIMA International Licensing Award in the Digital category. Another licensee, Half Moon Bay, has also been nominated for a LIMA Award in the Home Décor category for its Warhammer 40,000 giftware range. It’s all the more remarkable given that this is the first ever range of its type that Games Workshop has licensed.
Digital heroes As previously touched on, Games Workshop’s bread and butter in the Licensing industry has been video games. For more than 25 years it has been producing acclaimed titles across a wide range of gaming platforms, and 2018 looks
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Cheat sheet: set to continue this trend. Vermintide 2, from developer Fatshark, charged to the top of the PC sales charts in March. The original Vermintide was a critical and commercial success when it launched in 2015, but the sequel, it’s fair to say, has exceeded all expectations and blown past the original in every way. It sold 500,000 copies in its first four days of release and reached 1,000,000 units sold in just over a month. By comparison, the original Vermintide reached 300,000 units sold in its first month, showing the growing strength of both the brand and this specific franchise. With a console release of the game still to come, Vermintide 2 is well on its way to being one of the key licensed video game releases of 2018.
Fresh approach Historically focused on its core tabletop business and happy to deal with the licensing industry at arm’s length, Games Workshop is now building inroads and popping up at more events and shows, focusing on its desire to become a fullyfledged licensing powerhouse. With Germany identified as one of the key growth territories, the GW licensing
team headed to Cologne in April and made a successful debut at the German Tag der Lizenzen (Day of Licenses). They made a strong impression presenting the Warhammer brands, which stood out from the many familiar properties on show. The Warhammer brands have a fan base that has grown organically over the past 40-plus years without any mass exposure from the likes of movies or TV. By building a large global audience for the core products through strong, consistent community marketing, the foundation of any good licensing programme has already been laid.
On the horizon Games Workshop knows that its fans are crying out to adorn themselves and their surroundings with the trappings of the brands they so passionately love. Like any 21st century fans they want to immerse themselves in Warhammer products across a broad range of categories, and the company is clearly on a mission to give them every opportunity to do so by expanding its number of types of licensees significantly.
Warhammer Brush up on what makes Warhammer such a unique and beloved brand Warhammer is a phenomenon. At its core it still is what it was at its inception almost 40 years ago: a hobby based on collecting, building, painting and gaming with miniatures. But what sets Warhammer apart is a significant investment in the creation of a rich fictional world and history to give fans context and emotional reasons to collect the miniatures. Over the decades, a huge fantasy/sci-fi IP was created and fleshed out with thousands of strong characters, tens of thousands of pieces of artwork and hundreds of millions of written words. Its in-house publishing arm Black Library saw eight of its novels on the New York Times Best Sellers list, and is one of the most prolific sci-fi and fantasy publishers in the world. Fans of the property love the epic story arcs, valiant or vile characters and the deep moral dilemmas found throughout Games Workshop’s fantasy universes, whether in the dark future of Warhammer 40,000 or the Mortal Realms of Warhammer Age of Sigmar. The commercial strength of the Warhammer universe is two-fold. For one, the source material is so rich and diverse that fans never run out of new things to discover. This ensures long-term engagement. Beyond that, Warhammer is different – it is darker, grittier and quirkier than most other IPs and is interwoven with a subtle and sometimes sinister humour that entertains and engages a fanbase spread across an unusually wide age group. It is no wonder that since the eighties, Warhammer has been a frequent source of inspiration and influence on the sci-fi and fantasy genre like few others.
Licensing Expo... and nd beyond For the first time ever, Games Workshop is actively seeking licensing agents to represent its brands and accelerate ate growth in untapped territories. The team is looking particularly for agency support in Asia (China and Japan are priorities) for Warhammer mmer Age of Sigmar and Warhammer 40,000. They will also be sharing details of a new w Warhammer property for the first time at Licensing Expo. Unlike the e other brands that Games Workshop licenses itself, they will be appointing ointing an agent — or agents — to develop a global licensing programme me around this exciting new brand. Visit the Games Workshop stand Q253 253 to learn more.
MAY 2018
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Feature Food
Let them eat cake ! As one of the three largest consumer products categories in the industry – the food and drink sector continues to grow. LTW shines a spotlight on some of the interesting developments afoot
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walk up and down supermarket aisles around the world is guaranteed to bring to your attention shelves positively groaning under the weight of foods and beverages with some sort of entertainment character or TV chef branded deliciousness. And while this was once restricted to a main seasonal event – most notably Easter eggs – it is a year round opportunity for all sides of the licensing industry. This category is growing fast and it is a superb way for the food and drunks’ manufacturers to engage with consumers fast and get them on board. After all, a fromage frais is just a fromage frais, but when Peppa Pig and her pals are on the packaging, the product is transformed
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into being something desired and well-known in an instant. So it’s win-win for retailers, manufacturers and licensors. And of course, for the shoppers, there is instant familiarity – and engagement with the brand and its values. Lisa Reiner MD of Beanstalk Europe and APAC recently said: “the food and beverage sector has been a fast growing area for licensing for a few years now, with the US enjoying a very established market. The UK is closely following suit as the next most developed market internationally, with new product development at the forefront of the sector”. She goes on to elaborate what traits the brand needs to ensure a good crack at success in the sphere. Lisa says: “A brand must have strong equity that will add value to new food categories to successfully Lisa Reiner MD of Beanstalk enter into new products. Europe and APAC Chupa Chups has showcased this by leveraging the unique heritage and strong emotional connection with sweet lovers across the globe through the launch of a celebration cake that targets tweens, teens and the young at heart”. And it’s a process that works excellent in every sense and direction – not just a character license ion a product, but a brand with good heritage, values and
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Our iconic brands have enabled us to provide consumers with new ways to engage with PepsiCo–whether it be in a can or apparel or accessories
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recognition licensing itself out so to speak. A recent and successful example is KFC, just last Christmas. “Our finger lickin’ faithful deserve to celebrate the holidays by giving and receiving some fried chicken essentials,” says George Felix, director of advertising, KFC U.S. “The second round of KFC Ltd. has it all, even the wrapping paper. You’ll spend less time shopping, leaving you more time to enjoy a $20 Fill Up with your family this holiday season.” Pepsi have embarked on similar ventures, most recently, DVB Brands announced they are to launch a collection of sports footwear inspired by the popular beverage brand throughout India.“ Our iconic brands have enabled us to provide consumers with new ways to engage with PepsiCo–whether it be in a can or apparel or accessories,” says Kristin Patrick, senior vice president, global beverage group, PepsiCo. “We are creating new opportunities for consumers to engage with our brands across multiple touch points and with strong partnerships with brands including Zara, H&M and Fila.” This sort of exercise creates even greater brand recognition and awareness, as well as longevity. And whether it is a brand extension such as the KFC or Pepsi deals or great licensing partnerships for characters and brands on to food and beverage products, the category is growing and growing big!
www.ltwmag.com
Naturally delicious Funko Pops for Pez PEZ/Lisa Marks Associates www.lma-inc.com PEZ Candy, Inc. announces a licensing partnership with Funko, Inc. a leading pop culture consumer products company, to create a new line of PEZ candy dispensers featuring Funko’s Pop! Vinyl style. The line will be sold exclusively in the US and Canada by Funko, who will license the PEZ name for the new launch. Funko joins a carefully selected group of best in class partners to join PEZ in expanding the iconic and beloved PEZ brand to new product categories. PEZ and Funko were brought together by PEZ’s Licensing Agency, Lisa Marks Associates (LMA). Pop! PEZ will allow fans to take collecting to the next level by bringing together two of the most well-known names in collectibles.
Royal Horticultural Society www.rhs.org.uk The Royal Horticultural Society (RHS) has announced the launch by licensee Amelie Chocolat, a producer of luxury continental chocolates, of a number of new additions to Chocolates by Nature – its latest range of RHS confections. The entire range, including the best-selling Woodland Chocolate Collection. New products will be available at retail and online from April. The core market for the range is likely to be adult women, although the more accessible price points are likely to attract a wide range of customers. In addition, Amelie’s main focus is gifting, so there is also expected to be a very strong secondary market among gift buyers of both sexes. The range is available online through ameliechocolat.co.uk and retailers including RHS, and distributed by Natalie Chocolates Ltd and Dart Valley Foods.
Roma–round the world!
Luscious!
Beanstalk
Broad Street Licensing Group
www.beanstalk.com
www.bslg.com
Earlier this year, Ledo, a market leader in the production and distribution of ice cream and frozen food, entered a partnership under license with Beanstalk client BAILEYS®, World’s No.1 Liqueur Brand, to develop a range of BAILEYS topped ice cream. Launched at the end of August, the Grandissimo Deluxe BAILEYS Ice Cream range is topped with a rich BAILEYS sauce, incorporating the indulgent creaminess of the core beverage. The product launched in Croatia, Bosnia and Herzegovinia this summer with further expansion plans across Eastern Europe scheduled for summer 2018. The BAILEYS licensing programme aims to incorporate the spirit of indulgence, relaxation and great female companionship.
Romacorp, Inc., parent company of Tony Roma’s, is expanding its international retail presence with the company’s latest licensing deal with Aliminter, S.A., a leading Spanish manufacturer of sauces, dips, pickles and quality food products. This agreement, brokered by Montclair, NJbased Broad Street Licensing Group, will bring Tony Roma’s sauces to retail in Spain.
We can be heroes! Help for Heroes www.helpforheroes.org.uk British rock legends IRON MAIDEN and independent family brewers ROBINSONS announce the creation of LIGHT BRIGADE, a unique golden English ale with a 4.1% ABV. It has been developed in support of HELP FOR HEROES, the British charity that provides recovery and support for the Armed Forces community whose lives are affected by their service. 6p of each pint and 5p of each bottle sold will be donated to help the thousands of Servicemen and women who live with complex wounds and injuries.
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Special focus: Finsbury Food Group S
Food for Finsbury Food Group is well-known for producing the best licensed cakes on the market. The team gives LTW the lowdown on what’s cooking on the licensing front!
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or more than 20 years Finsbury Food has produced cakes emulating some of the best known and beloved TV shows, films and popular culture characters. From Teletubbies to Batman, Finsbury continually finds ways to use innovative designs and beautiful decorations to create licensed cakes for people of all ages. The team at Finsbury is led by Daryl Newlands, who has overseen the team’s growth and expansion to now include ranges for some of the best-known names in the food industry including Thorntons and Mary Berry. Daryl spoke about his role leading the team at Finsbury Food Group, saying: “Our job is all about building relationships, establishing partnerships with the licensors we work with and earning their trust. “What sets Finsbury apart from the competition is the sheer amount of time and effort we put into ensuring we get the design just right for both the licensor and the consumer. Our Mary Berry partnership took nearly two years to develop because we know how important it is for us to get it just right and produce something both we and our partners are proud of. “I am proud to say we have some of the strongest relationships in the industry thanks to how hard we as a team work to ensure ensu we’re understanding of our partners, their business and the category we provide for. “Fin “Finsbury is proud to be known as a long-established, succe successful licensee to the industry, bringing experience, exp expertise and innovation to the cake category, which ha has only been born through the commitment, hard w work and investment we have put into our licensed branded business over the past 20 years. I hope our existing and potential future partners feel we are best placed to bring licensed branded products to the cake market.”
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thought Meet the team Baking the best licensed cakes on the market needs a cracking team, and working alongside Daryl are some of the best in the business Natalie Nairn, Brand Manager What brands and licenses do you look after? I have the very enviable position of looking after our unrivalled range of character and entertainment brands. At Finsbury we work with everything from superheroes, princesses and animals to Emojis! What have been some of the standout products you’ve worked on? This year has been all about finding exciting new concepts for cakes and finding innovative new designs to bring to the market. We’ve also found ways to differentiate on the decoration of the cakes, looking at other aspects we can use to bring the characters on the cakes to life. We have also pioneered a new lower sugar recipe for our range of Disney celebration cakes, being the first manufacturer to successfully lower sugar in cakes and support Disney’s new nutritional guidelines. How does Finsbury stand out from the competition? Finsbury is the clear number one supplier of character licensed cake products. We’ve built up strong, long-lasting relationships as our partners see
how the business is committed to continually investing in innovation, marketing and bringing more expertise to the category. Ultimately, Finsbury has become well-known for bringing awardwinning and best-selling products to the market. Dougie Partridge, Brand Manager What brands and licenses do you look after? I look after the Mary Berry, Mars and Weight Watchers ranges. A new partner we’ve started working with, and one I’m very excited about for, is Bailey’s. What are the most important things about establishing a successful relationship with a license partner? It’s probably a cliché but for me it has to be trust, as our partners are trusting us with their brand and its values that they’ve taken a long time to build with customers. It’s so important for us to ensure that we are translating those values and principles into our cakes. It’s taken us years to develop some of these relationships and it’s because of that trust that I think we have been so successful and ensured the relationships are long-lasting.
What do you think will be changes in the brand and license space over the next 12 months? I think we are seeing a shift in the way people interact with brands. There are so many ways to communicate with consumers now that the dialogue and conversations with brands are becoming much more personal and direct. Brands have a huge number of opportunities to attract new customers and target new audiences. Jack Cook-Broussine, Brand Manager What brands and licenses do you look after? Our ur range of Thorntons cakes. Our relationship with Thorntons started arted almost two decades ago. It’s gone from strength to strength th and is now one of the longestt established partnerships in the e industry. What are the most st important things about establishing blishing a successful relationship? nship? I find that an open and honest relationship, with a clear, joint vision is key to success. The license partner wants to know that we are passionate about their brand and trusts that we Pictured (l-r): Brand Managers Dougie, Natalie and Jack
will work to maximise its potential within our marketplace. They know at Finsbury they are working with some of the most experienced people in the industry and our success speaks for itself. What do you think have been the biggest challenges in this space over the last year? Ensuring that we remain competitive and innovative in the face of rising commodity prices — a challenge which we have confronted and overcome with our pipeline of new products for 2018. How does Finsbury stand out from the competition? ? Simple: we are the experts at bringing brands to life within the cake category.
Focus
The Insights People
Knowing me, knowing you Consumer intelligence experts The Insights People are breaking new ground when it comes to understanding the shifting dynamics and ecosystems of young people and parents
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onsumer insights have never been more important — to understand and immerse oneself entirely in the world of your buyer and get to grips with what really makes them tick is the key to success. But how deep can the research go? For Kids Insights and Parents Insights, both established by Nick Richardson, a vastly experienced strategic marketer, the answer is in the richer the better. Nick set The Insights People up in 2017 as part of his mission to revolutionise the outdated way in which global market research tends to be conducted. As well as making real time insights portals available directly to clients, The Insights People produce a series of quarterly insight-led reports highlighting key findings and trends. Using their groundbreaking “AQuA” (All Questions Answered) technology and real-time online platforms, Kids Insights and Parents Insights, the team survey 400 different kids, tweens and teens every single week (more than 20,000 per year), as well as 250 different expecting and new parents (more than 10,000 per year). By collecting data continuously (more than 150,000 data points are added every single week), The Insights People are able to uncover entrenched, emerging and flash trends — as well as better understanding the behaviours and consumption — of children and parents. These results are used to help and inform the strategies of retailers, marketers, brands and licensing organisations and to enable them to become more agile and responsive, driving stronger profitability and sales performance. And, for some businesses and brands, this insight is proving genuinely revolutionary to their marketing and sales efforts. The Insights People are now
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working alongside some of the world’s biggest kids and retail brands including Cartoon Network, DC Thomson, Finsbury Foods, Penguin Random House, Sambro and Walker Books. We asked Nick and team to share some of the findings of their latest insights reports — due out in April — exclusively for our readers… “This year hasn’t started well for some really big names in the UK retail sector — and we’re talking about brands with legacy and serious clout on the high street over
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Kids Insights: ■■ 400 different children (4-18) surveyed every week ■■ 150,000 data points added to the online portal ■■ Four insight-led reports produced every 12 weeks ■■ 16 insight-led reports produced a year ■■ One amazing real-time portal available 24/7, 365 days a year
With all of the seismic shifts in behaviours and consumption we see, it’s vital that brands know their consumers
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www.ltwmag.com toysnplaythings.co.uk
Meet the team
Nick Richardson - CEO & Founder: Having worked in a number of senior marketing roles, Nick established The Insights People in 2017, with the vision of establishing the market intelligence company of the future, today. Since then Kids Insights and Parents Insights have quickly become recognised as the most comprehensive and dynamic providers of market intelligence in the kids and parents’ sectors.
the years,” said Nick. “And our data reveals so much about the reasons why that might be the case. “For many bricks and mortar businesses, it’s about agility. The agility — or lack of — to respond to changing needs, and to threats posed by competitors who are just doing things better and smarter. “Kids’ and parents’ ecosystems are shifting at such a pace now too, and that’s having a significant impact on the attitudes and behaviours of consumers. We see it in our data. “We are seeing more families now living in urban areas. We are seeing changes in shopping habits, which include an increase in the frequency of visits but a reduction in spend. We’re seeing kids’ ecosystems in particular expand and become more complex and fragmented. “But, on the flip side, their microsystems are becoming more individual, insular and enclosed, particularly boys who seem to love YouTube and gaming, and maybe a bit of football here and there. Whereas our data on girls reveal they have a much more wide-ranging series of interests. They are living more sociable and enriched lives. What that means for the future of our children we can only speculate about… “With all of the seismic shifts in behaviours and consumption we see, it’s vital that brands know their consumers inside out. And then they use this information to help themselves to adapt. “For many, however, they are simply not investing the time and resources in doing either of these, and that’s a potential danger to their profitability and, in extreme cases, their futures. Just look at Toys “R” Us and HMV.” And what specifically about the toy sector — a key licensing pillar? “There is no doubt, that as the toy
Jonathan Watson Product Manager:
Richard Craig Director of IT:
Deborah Maclaren Director of Sales:
Jonathan is a first class graduate in Economics and joined The Insights People as a researcher, before being promoted to Product Manager in September 2017. Jonathan is responsible for coordinating the research and tech team who are responsible for producing Kids Insights and Parents Insights.
Richard is responsible for overseeing the development of The Insights People AQuA (All Questions Answered) technology which enables clients to access data in real-time via their online portal.
Deborah is responsible for leading the organisation’s sales team, overseeing and coordinating all UK sales activity.
market becomes smaller, toy retail is one sector under particularly immense pressure right now. “Our latest report discovered that 75% (4-6 year olds) own their own tablets and 62% of boys aged 4-15 spend money on video games and 36% spend money on apps…that’s all money being deflected away from the high street. “Sectors like tech and fashion are transforming expectations of kids, as products go from the page to the home in a matter of weeks. “If it takes a retailer months or years to shift to changing demand, then they’re behind the curve already. And, as Toys R Us discovered to their cost, if you fail to create an experience, you fail. “Our research is seeing the growth of the popularity of specialist retailers – such as LEGO stores or Build A Bear Warehouses. They are winning in the toy retailing market, and much of that has to do with creating strong ecosystems around their products, as well as experiential activities in-store. “I’ve said many times that the retailer that evolves their product range and in-store offerings, that embraces technology and keeps the consumer at the very front and centre of its thinking, is the retailer who will capture the hearts and minds of consumers. After all today’s consumer is tomorrow’s influencer. “What’s absolutely fantastic about our AQuA technology is that it enables users to filter and interrogate their data to their own specific needs and discover insights which are specific to their customers. For example,
Parents Insights: ■■
250 different expecting and new parents surveyed every week
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80,000 data points added to the online portal
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Four insight-led reports produced every 12 weeks
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16 insight-led reports produced a year
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One amazing, real-time portal available 24/7, 365 days a year
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If it takes a retailer months or years to shift to changing demand, then they’re behind the curve already
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who would have known that children who favour McDonald’s are four times more likely to favour Fruit Shoots then children who favour Burger King? It’s that level of insight which can be the difference between a really successful campaign, new product or brand licensing strategy.”
Reader offer If you work in retail, merchandising or marketing and want to find out more, The Insights People are offering a complimentary series of reports or a free trial of the portal to readers. To find out more, please visit www.theinsightspeople.com/lema
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