Licensing News - what’s hot in licensed products

Barbie headlines Mattel chief’s keynote at BLE

Fashion icon Barbie will be up on the catwalk for the keynote speech given by Mattel president and COO Richard Dickson at September’s Brand Licensing Europe (BLE).

The theme for the 2022 BLE event is fashion, and the subject of the keynote from Dickson is entitled Barbie x Fashion.

Dickson’s keynote presentation, taking place on the first day of the 20-22 September conference at ExCel, London, comes as Barbie readies for her first big screen adventure and another big licensing boost for the biggest global toy property of 2021.

Dickson, who has been at Mattel for more than 20 years, will follow Barbie’s ‘rollercoaster ride’ over six decades, studying her legacy and the path ahead for the pop culture figure.

Informa Markets SVP of licensing Anna Knight said: “Barbie is one of the world’s greatest fashion and licensing icons, collaborating with everyone from Balmain, Karl Largerfeld, Moschino and Diane von Furstenberg, to M.A.C. and River Island.

“And, like all fashion icons, she has evolved, disrupted, inspired and led from the front - she is the perfect star to take centre stage during BLE’s fashionthemed year and it’s no surprise she was labelled ‘The forever icon’ by Italian Vogue. Thank you, Mattel and Richard Dickson – we can’t wait for your keynote at BLE in September.”

Free registration for BLE is now open at https://registration.gesevent.com/survey/1g9us2nr571h0

Jazwares goes squish

Jazwares said demand for the Toy of the Year plush Squishmallows was skyrocketing as the brand made its Licensing Expo debut.

With more than 125 million sold, and buoyed by social media, notably TikTok, the brand is growing and stretching across categories including beauty, games, apparel, and home decor.

Executive VP at Jazwares, Judd Karofsky, said: “As Squishmallows continues its evolution as a preeminent global lifestyle brand, we’re opening the door for big sky opportunities... We’re more than ready for millions of people to enjoy Squishmallows characters via a wide array of growing product categories and experiences.”

Morph’s

on the trail…

Aardman’s classic character Morph is to get his own adventure trail across the capital in London as part of a new partnership involving family-focused marketing agency Kids Industries (KI).

The accessible, step-free trail, which goes under the banner of Morph’s Epic Art Adventure, will see the character, who was integral in Aardman’s rise to becoming a leading UK-based animation studio, appearing in as many as 70 sculptures across the capital.

Fans can trek across London landmarks on the trail to spot the Morphs using an app, guidebook, website and map, with social media supporting the summer 2023 initiative.

KI is working with charity WhizzKidz alongside Aardman and Wild In Art, with sculptures being sold after the trail has closed to raise cash for the charity.

Bulldog adds more bite to Match Attax

With the football season set to kick off within weeks, Bulldog has made two major signings for Topps Match Attax, with Farshore and Football Billionaire signing on the dotted line for the football trading card brand.

Farshore is producing a range of books, annuals, gift sets and more featuring the Match Attax brand, with the Match Attax Annual 2023 ready for the whistle in September 2022.

Football Billionaire has launched a jointly branded board game with Match Attax, which sees players building their own team to take on friends and family.

Bulldog noted its licensing programme, which includes the likes of Cooneen, Fashion UK, Misirli and others, adding that the brand was proving to be a hit at retail and conversations were taking place to further expand the brand categories.

Rob Corney, MD, Bulldog Licensing, said: “As long as our nation continues to love football, Topps Match Attax will continue to be a huge part of UK culture. The trading card games and swapping are a rite of passage for school children and, as such, the brand is instantly recognisable. The consumer products programme is equally successful, and we’re thrilled to be welcoming this duo of best-in-class partners on board to bring new products to Topps Match Attax fans.”

Emma Cairns-Smith, who signed the deal for Farshore, added: “Topps Match Attax is a household name and we are delighted to be partnering with them on annuals.”

Making more dough

European production and distribution powerhouse Mondo TV Group has inked a deal with games and puzzles supplier Ravensburger to produce goods for the Italian market based on the hit Korean show Bread Barbershop.

The Monster Studio programme has followed its huge success on its home turf with a strong performance in Italy. The deal will see Ravensburger producing puzzles, memory games and its own CreArt painting-by-numbers sets for the Italian market. The range will launch in 2023.

The series, a 3D animated show that’s a makeover show “unlike any you’ve ever seen” sees characters and cakes and desserts vying to get a new look from the eponymous craftsman Bread.

It has been a huge licensing success in its native Korea, with Mondo TV Group looking after the licensing in Italy.