Be Miraculous by Max Publishing: Print, Digital Media + Events (London)

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THE GROWTH OF MIRACULOUS

The brand awareness for Miraculous: Tales of Ladybug and Cat Noir has soared over the past two years, underlined further by the success of the licensing programme, which now boasts over 370 different agreements around the world and almost 30 in the UK alone. LSB finds out more.

he name Miraculous: Tales of Ladybug and Cat Noir brings to mind a mix of the mysterious and the magical, and this certainly seems to have been part of the thought process which went on behind the scenes during its creation. “Jeremy Zag always wanted to create an umbrella of superheroes with a specific DNA between magical girls from Japan and iconic American super heroes... in old cities all over the world,” explains Julian ZAG, evp of global operations. “Between the mystery, the magic and the action, we believed that Miraculous was the right name.” The brand awareness for Miraculous has dramatically risen in the last two years, with Julian saying that over 88 million products have been sold worldwide in “We make sure “only a few to have quality months”, content at all times”

with Zag expecting that growth to continue. “We partnered with amazing brands such as Zara, Burger King, Panini and Ferrero, and our app has been downloaded 70 million times, generating more than US$8 million,” Julian continues. “The show is broadcast on Disney Channel, Netflix, Gloob, Pop and many other broadcasters in more than 116 countries. We're very proud of the ratings as we are number one in most of them. A new season is about to be released, and we're working on new ones as we speak.” Further growth for the brand will come from an animated movie which is due to be released in 2021. Julian continues: “We make sure to have quality content at all times, whether it is in the quality of the visuals, the storytelling or even the music. This is what makes us stand out; there are no other shows like us because we work with the best artists out there.” Meanwhile, Bulldog Licensing – Miraculous’ licensing agent – has been working hard to make sure that the consumer products reflect the core values of the show. “One of the most important facets of any successful brand licensing programme is ensuring

says Julian ZAG.

s e l a t g n i l l e T

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THE GROWTH OF MIRACULOUS

that the product development is completely in line with the core values of the property,” explains Rob Corney, group md of Bulldog Licensing. “Being true to the expectations of the fans ensures they join the programme on a journey, rather than simply acting as a reciprocal foil for a commercial agenda. “The quality of the Miraculous animation is extraordinary so it is crucial that the development of the related products follows the same principles of excellence, both in terms of the materials and the trendled designs, ensuring the items are

always fashionable and desirable.” For Julian, the remainder of 2019 will be spent striving to continue the property’s expansion worldwide and partnering with brands which share the same vision for Miraculous. In addition, a new master toy will be on board for the property from January 2020. He concludes: “In the next five years, many awesome projects we're working on will be released like the movie, new seasons, new series... a bunch of great new projects!”

LICENSING GROWTH When it comes to the licensing programme, soft lines in particular have been performing well – indeed, Rob says that Miraculous is a top selling fashion brand across leisure and nightwear. “With a top-rating show on two of the UK’s biggest broadcast platforms (Pop and Disney Channel) the audience for the brand is enormous and retailers are continuing to build the brand presence in-store with a deeper line plan derived from the incredible art bank,” Rob explains. There are over 370 different agreements in place around the world, with nearly 30 in the UK. Rob furthers: “Most retailers supporting the brand report back that sales from Fashion UK, William Lamb and Aykroyds TDP are among their best performers, while the dress-up sales from Rubie’s have been absolutely stellar. “Building on the fashion theme, HBA is a major category for the brand with make up, hair accessories, etc. all performing very strongly, while we have seen a huge number of ranges from our stationery partner Blueprint which is achieving equally strong sell-through numbers.” Over the next 12 months, Rob explains that the team is looking at a significant expansion in the apparel business for Miraculous, with a number of new retailers looking to come on board. Stationery will also be a big focus for growth and dress-up from Rubie’s is looking at an extended line, bringing in additional characters from the show. Rob adds: “Of course the slate of content from Zag, which includes a number of new series as well as a tentpole movie release, continues to grow the universe of Miraculous and the licensing programme is primed to grow alongside the animation pipeline. With stellar sales across the fashion market, Miraculous is primed for an increased presence in the homewares area and hardlines. Watch this space for news on the expanded category plan which will be announced soon.”

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DIGITAL SUCCESS

Beyond its success on TV, Miraculous is also making waves in the digital and social media space.

Online miracles A

s we’ve already discovered, Miraculous: Tales of Ladybug and Cat Noir has attracted healthy viewing figures across the globe. However, the brand is making waves in the digital space, too. Although the show was created for children, Zag and Bulldog Licensing are also seeing a large audience of teens and young adults who love the relationships and

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DIGITAL SUCCESS

depth of the Miraculous characters and stories, making them the most active digital audience for the brand. The Miraculous app was released in spring 2018, with it passing 70 million downloads and generating more than US$8 million. In addition, the brand has seven million subscribers on YouTube with fans creating strong content based on the original Miraculous stories. And that audience is growing fast – Zag is seeing a 23% increase since the beginning of 2019 in the UK. Moving onto social media, and Zag recently created Instagram accounts for its top four characters from Miraculous – Marinette Dupain-Cheng, Alya Césaire, Chloe Bourgeois and Adrien Agreste. The profiles organically generated one million followers collectively with heavy engagement from fans. Indeed, Miraculous fans love to be creative, and Zag is seeing strong engagement with fan art and stories on platforms including Wattpad and Tumbler. “Fans give immediate feedback on new episodes, stories and new characters,” says Julian. “We see the engagement growing digitally as more content is rolling out with our third season.”

Above: The Miraculous app has surpassed 70 million downloads. Top left: Four of the most popular Miraculous characters has special Instagram profiles created to engage fans further.

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COLLABORATIONS

Inset: GUESS liked the idea that Miraculous inspires kids to dream and to be like a superhero.

In fashion

A successful capsule collection from US clothing brand GUESS has also helped the Miraculous brand to expand into the fashion sphere, mixing superhero style with Parisian chic.

six to 12. Bestsellers – and some of the most iconic pieces – include skinny denim, fake fur, active leggings and tops, all with Miraculous graphics. In addition, graphic t-shirts are adorned with the superheroes, while faux fur hoodies come in signature Ladybug, Queen

S clothing brand and retailer GUESS Kids has been enjoying success with its Miraculous fashion collaboration. The partnership saw the launch of an exclusive GUESS x ‘Be Miraculous’ Ladybug kids fashion capsule collection, inspired by the superhero and Parisian stylings seen throughout the animated TV series. It features 50 skus and targets girls and boys aged

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COLLABORATIONS

Right and below: The collection includes denim, active leggings, tops, faux fur hoodies and jackets, as well as accessories.

extend the positive messaging that kids can channel their inner strength to do great things.” ZAG founder and ceo, Jeremy Zag, adds: “Since the time I produced Miraculous Ladybug, I always wanted to create something cool for teenagers and equally inspirational for kids, and nothing can represent this combination better then GUESS with their international flair and universal appeal. “We couldn’t be more enthusiastic about this partnership and the related fashion programme, which will feature a unique collection of clothing for girls and boys designed for everyday looks infused with cool, invincible superhero style.”

Been, Rena Rouge and Cat Noir colours, finished off with iconic detailing. Sewn on patches, all-over cartoon prints and fun tones complete the collection, alongside GUESS logos and accessories such as a rucksack, keychains and mini purses. A raft of marketing initiatives and promotions have further help bolster awareness for the collection. “We like the idea that Miraculous inspires kids to dream and to be like a superhero,” says Paul Marciano, GUESS chairman and chief creative officer. “We think the audience relatability to Marinette and Adrien’s relationship, along with their secret identity as superheroes, makes this quite an intriguing story. “We feel the fashion line will

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LICENSEE & RETAILER FEEDBACK

s r e t t a m t c u d o Pr When it comes to consumer products, there is a plethora of Miraculous lines available for fans – from apparel and accessories through to stationery. But what makes the brand so appealing for licensees and retailers to work with? LSB asks some key partners for their views.

NORMAN THOMPSON, MD, IMAGINE8 “Miraculous has become the number one franchise for Imagine8 across EMEA, partnering with our friends at Claire’s Accessories. With new all year around seasonal ranges, repeats and extended global opportunities. Superhero children love Miraculous. Cute, romance, superheroes, villains, saving the day with kindness… what more could you want?”

Below: Miraculous is a number one franchise across EMEA for Imagine8, says Norman.

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LICENSEE & RETAILER FEEDBACK

SEBASTIAN MATHER

Left: Beautiful Game’s Sebastian is excited to see the brand grow.

MD, BEAUTIFUL GAME “The beautiful creatives and captivating tales of Ladybug and Cat Noir both make for the perfect wall sticker and wall mural products. As the brand has grown we've been able to create new products featuring new characters and themes which have been really popular with children. We are excited to see the brand grow!”

Below: Miraculous is a fun brand for Character.com to work on says Karen.

KAREN HEWITT CO-FOUNDER, CHARACTER.COM

LEANNE UPSALL, DESIGN AND ACCOUNT MANAGER, WILLIAM LAMB “Miraculous has become the number one franchise for Imagine8 across EMEA, partnering with our friends at Claire’s Accessories. With new all year around seasonal ranges, repeats and extended global opportunities. Superhero children love Miraculous. Cute, romance, superheroes, villains, saving the day with kindness… what more could you want?”

“Miraculous is definitely one of our favourites at Character.com. It is such a great licence for us as it has characters that appeal to both boys and girls alike which is rare, but very appealing for a retailer. The bold colours and comprehensive style guides make it such a fun brand to work with on apparel and nightwear and is very prominent online. We are excited that the popularity of the brand continues to grow and look forward to continuing to expand our ranges to support this great property. I think if I had to relate myself to a character from the show, I would say I am definitely like Rena Rouge… candid, straight to the point and most definitely ready to defend what I think is right! I just wish I could transform into a super hero!”

Below: Miraculous has gone from strength to strength for William Lamb says Leanne.

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LICENSEE & RETAILER FEEDBACK

MEGAN WAIN, SENIOR LICENSING MANAGER, WINNING MOVES “Winning Moves are thrilled to be working with Miraculous on our games range. We released Top Trumps and Monopoly Junior across Europe this spring /summer and look forward to expanding this brand next year. The brand is cool, fun, has global appeal and a huge amount of content that lends itself perfectly to our games. We are excited to be on board and be part of this brand's growing content.” Above: Winning Moves has released Miraculous versions of Top Trumps and Monopoly Junior. Below left: The brand has wide appeal says Blueprint’s James.

JAMES REDFERN,

SAMANTHA BOURNE

SALES DIRECTOR, BLUEPRINT COLLECTIONS “Blueprint have been partnering with Claire's Accessories on Miraculous stationery and lifestyle product over the last two years and have already brought four collections to market in that time. The strength of Miraculous has given us the opportunity to sell across Claire's European estate where the brand has wide appeal due to the courageous lead characters and bold fashion forward creative.”

HEAD OF BRAND LICENSING, RUBIE’S UK “Rubie’s is delighted to continue to support Miraculous Ladybug as the show goes from strength to strength. A crime fighting, polka-dot adorned, super heroine – makes a perfect dressing up opportunity. We have been a partner on the brand for a number of years and proud to be a part of it. Strong female characters always translate well in dress-up, and the Parisian backdrop in the show adds a touch of je ne sais quoi to an already distinctive and aspirational character ensemble.”

Below: Miraculous is a truly unisex, fashion forward property says Roseanne.

ROSEANNE EDWARDS “Aykroyds have supported Miraculous since the onset of the licensing programme, growing from strength to strength. It is a truly unisex and fashion forward property which we look forward to designing and supplying to our retailers into 2020 and beyond.”

SENIOR ACCOUNT MANAGER, AYKROYD & SONS

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