Licensing Source Book Europe: Autumn 2022

BLE beckons...

Usually, a crisis of some sort - financial, political, humanitarian or other - would stress-test any given industry and we’d be reminded of its worth, good bad or otherwise. It was interesting, perhaps morbidly so to watch the winners come out of Covid – be it the home and housewares sector, on-demand viewing subscriptions or kids fashion in the absence of school uniform, while others such as events –including ourselves – were handcuffed and savaged of what we do. Fast forward to 2022, heading scarily towards 2023, it feels like the stress-test is still… well, stressing.

We have all of the aforementioned crisis, and then some. Yet when you occasionally treat yourself to blocking out the noise and just take a myopic view of industry, licensing and entertainment remains pretty much unbeatable. Sure, brand owners, suppliers, retailers – they all have challenges and are pivoting (forgive us) on the daily.

But ultimately the demand for branded, characterled content is still worth those billions of pounds globally, continually.

Whichever sub-sector those brands and faces fall down to, from toys and games, dress-up to gifts and greetings, the net result is that despite changes and challenges, those properties and products will simply always have a home – even if there’s more speed bumps on the drive back to it. Focus on the good we must, with an example of this being two days in June when our brave Light Fund swimmers took to the English Channel to complete what seemed impossible – raising a sensational amount of money in the process. As we watched on, from around the world, we could certainly all agree that

those videos made us all feel a little bit better off for not being in the thick of it. There really is always someone having it tougher.

Talking of ‘tough gigs’, the industry enjoyed a fantastic return to Las Vegas for Licensing Expo after what seemed like an eternity. Our friendly UK travel agent had ‘never known it so busy’ on Brits heading abroad for the show.

As we head into autumn, the bus shows no sign of stopping any time soon. Within a week or two of this issue landing, you’ll be heading to BLE at ExCeL for three days and as many nights of licensing feast.

We’re also just a short while from SiLC –Sustainability In Licensing Conference 2022, now running on 18 October at the Royal Geographical Society. The agenda is full, the drinks are ordered (thanks team Informa), and a seriously critical yet exciting day of information awaits all guests. Do get booked if you haven’t already done so; there’s no escaping the changes that we all need to make.

At the time of writing, The Licensing Awards 2022 is also just under two weeks away, and so we would say ‘can’t wait to see you there’ but in truth, we’ll say ‘thanks for being there, we hope you recovered soon enough!’

Awards, BLE, SiLC – we’ll see you at all of them. Keep being stress-proof.

The LSB Team

Samantha Loveday, Jakki Brown, Ian Hyder and Rob Willis.

Mark Grayson - Creative Director

Tel: 020 7700 6740 Email: hello@max-publishing.co.uk

Copyright 2022. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

ISSN 25158643.

PUBLISHERS OF

Samantha Loveday - Group Editor Ian Hyder - Chief Executive Officer

Jakki Brown - Managing Director and Editorial Director

Rob Willis - Chief Operating Officer

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Business brains

into the more chilled vibes of autumn ahead of that all-important lead in to Christmas. But the wheels of industry keep turning. LSB rounds up some of the latest news from the licensing business.

Consumers returning to toy specialists

Shoppers are heading back to physical toy stores, and especially toy specialists such as The Entertainer, Smyths and Hamleys, according to The NPD Group

The latest Consumer 360 Toys analysis shows that while the share of toys sold online remains higher than pre Covid-19 levels back in 2019, purchases via the internet have declined -20% this year. In comparison, in-store buys have increased by +9%. NPD’s sales channel ‘Toy Specialists’ is now the joint largest channel along with onlineonly retailers, accounting for 30% of all toy sales by value so far this year (year to date to June 2022). Sales value has grown every month compared to the same period a year ago.

"It’s great to see people returning to physical toy stores and especially to the toy specialists who are the experts in the category,” commented Melissa Symonds, executive director, UK toys at NPD. “There is nothing like the experience of seeing, hearing and touching toys, making it a fun shopping outing to visit a store and see what’s new in this highly innovative category.”

The analysis also found that parents account for nearly half (47%) of all toys sold in the last 12 months, the same share as the previous year. They have been driving the return to the shops, purchasing 55% of their toy buys in bricks and mortar retailers, up +8%.

However, there has been a decline in the share of toys purchased by grandparents (-18%) and other family members (-5%) as inflation and concerns about upcoming bills hit their budgets and spending.

The global licensing industry can enjoy another year of growth in 2022, but there are headwinds to overcome.

This was the view of the senior executives taking part in the first LSB industry roundtable for this edition. Executives from Warner Bros. Consumer Products, NBCUniversal, Paramount Consumer Products, The Walt Disney Company and Penguin Ventures shared their views on the year so far, investing in new product development with licensees, trends, BLE plans and the retail landscape.

When asked if the global licensing industry can enjoy another year of growth, Paul Bufton, vp consumer products EMEA at NBCUniversal, commented: “Yes, but I think we need to look at how we define growth – at the end of the day it’s about more than financials. As a forward looking industry, we’re now eyeing 2024 and anticipating what we want business to look like.”

Julian Moon, svp Warner Bros. Consumer Products EMEA, added: “There’s the potential, but there are still headwinds to overcome, chief among them being that consumers globally are going to be tightening their belts. However, during those times, people look to the franchises and brands that they know and love, and that’s what licensing –character licensing in particular – provides: that little bit of additional joy.”

You can read the full industry roundtable on pages 18-21.

Inset: Paul Bufton, vp consumer products EMEA, NBCUniversal and Julian Moon, svp Warner Bros. Consumer Products EMEA.

‘Global growth can still be achieved this year’

Inset: NPD’s ‘toy specialists’ sales channel – which includes The Entertainer – is now the joint largest channel along with online only retailers.

Maurice ready for amazing debut

A bespoke consumer products programme is about to hit shelves in support of The Amazing Maurice – the upcoming Sky original animated feature based on one of Sir Terry Pratchett’s Discworld novels which launches on Sky Cinema and in theatres in December.

The CP drive is being put together by Cantilever, co-producer of the film, supported by Val Fry from Fryday Brands. Publishing is a key category, with a movie tie-in book due from Penguin Random House, The Art of the Film coffee table book from Titan Books, plus The Unadulterated Maurice from Orion Publishing.

Forbidden Planet will launch a gift and apparel range including t-shirts, prints, mugs, coasters, pin badges and postcards. Laurence King Publishing has developed a jigsaw and matching pairs game, while the official Amazing Maurice web store from Event Merchandising will feature apparel, accessories, gifts and prints.

On top of this, Cantilever has joined forces with animal welfare charity, Cats Protection and will partner on a number of initiatives in the run up to the release of the film, while there will also be co-branded products including jigsaws, stationery, socks, mugs and branded bags, plus a handmade, handpainted limited edition sculpture from Blu Goblin

Belly Button Designs eyes licensing

Belly Button Designs is looking to expand its business, appointing Licensing Link Europe to grow the brand into numerous consumer products categories.

With the core business very well established in the stationery and greeting cards space, Licensing Link Europe will be focusing on other home-based categories.

This will include dated stationery to complement the current offer, soft furnishings, home textiles, bedding and home fragrances.

“The looks we create reflect perfectly what consumers want – we have seen that for ourselves through our cards and the selection of gift lines we now produce ourselves – so we feel it is the perfect time to expand the brand further,” commented Rachel Hare, founder of Belly Button Designs

“Our designs are memorable and have longevity and would work well across so many lifestyle and homewares products.”

Ian Wickham, director of Licensing Link Europe, added: “Good design and lifestyle are all year round propositions that consumers buy into as a considered choice. They are not about what’s performing well currently on TV or box office releases where there is a shorter window of opportunity.

“This is about beautifully delivered creative that offers low risk return to a consumer who is looking for something different in the market. Belly Button Designs certainly deliver on all fronts from a licensing perspective.”

Above: Home-based categories will be a key focus to build the Belly Button Designs programme.

Toy partners on board for Fall Guys

Devolver Digital has signed several worldwide licensing partners for the record-breaking video game Fall Guys

Developed by Mediatonic and published by Epic Games, Fall Guys is the massively multiplayer party game where hordes of exceptionally clumsy beans take on bizarre obstacles and colourfully chaotic game show rounds in an epic quest for the Crown.

Licensing partners across toys and collectables currently include Moose Toys (master toy partner), Hasbro, Wow Stuff, Bandai, Kotobukiya, Super Impulse and ItemLab

Amazon, The Entertainer and Boots are among the retailers already on board to stock Fall Guys consumer products.

“Fall Guys is cool, colourful, global, cross-platform, cross-generational and free for all – making it perfectly suited to consumer products,” commented Fée Heyer, head of global licensing at Devolver Digital. “Collaborating with creative, knowledgeable and market-leading partners like Moose Toys, Hasbro and Wow Stuff means we can bring Fall Guys to life through consumer products that will thrill its community.”

Above: The CP programme is building for The Amazing Maurice.

Penguin Ventures welcomes Zoe Smith

Penguin Ventures – the licensing team within Penguin Random House Children’s – has appointed Zoe Smith as senior category manager, UK softlines.

Zoe will be responsible for the UK softlines business across the Ventures’ portfolio of iconic literary children’s brands, including The World of Peter Rabbit, The World of The Snowman, Flower Fairies and Spot She will report to David Sprei, commercial director at Penguin Ventures.

for the UK softlines business.

New agent for Sindy

The Point.1888 has been appointed by Pedigree to represent the British fashion doll brand, Sindy The agency will handle Sindy’s brand licensing interests in the UK as it initially looks to make her ’60 iconic years’ celebration a major event in September 2023.

Pedigree is bringing contemporary and retro assets into the brand’s licensing programme. Ahead of the 60-year celebration, the company is looking for new partners and collaborations via its new licensing agent.

Zoe commented: “I am thrilled to be joining the team at Penguin Ventures and to be working on such beloved, timeless brands. I have huge affection for these brands both professionally and personally, and I cannot wait to work with the amazing licensing partners, drawing on my previous experience, to further expand the already well-established business in the UK.”

Sindy was first launched in 1963, going on to sell over 150 million dolls worldwide.

“To her existing fanbase, Sindy represents one of their fondest childhood memories; we plan to expand her popularity with a wealth of new fans among the younger generation,” explained Matthew Reynolds, md of Pedigree Toys & Brands

A swimming triumph

Ruth Golightly joins Blues Group

After 17 years working for Asda, latterly as head of womenswear and the licensing team, Ruth Golightly has joined the Blues Group as divisional sales and design director for

Blues Nightwear

As part of the group’s recent refiguration, the newly created position will see Ruth heading up both kids and ladies nightwear for the apparel specialist.

Ruth told sister title LicensingSource.net: “After 17 years of working for Asda, it feels the right time to take up this great opportunity to join Blues and work with the amazing team there.”

For Mike Coles, group managing director of the Blues Group (which includes Dennicci, Blues Clothing, Blues Nightwear, Brecrest Sport and Cohen & Wilks), Ruth’s appointment is a “big tick, tick, tick” for the business. “Ruth brings a wealth of experience of retailers’ needs as well as product knowledge, we are delighted that she is joining our team.”

“Euphoric, exhausted and extremely humbled” were just some of the emotions from The Light Fund relay swimmers after they completed their epic challenge of swimming the English Channel back in June.

Team Optimist (Ian Down (captain), Eion Wallace, Katie Price, Jason Goonery, Mark Bezodis, Kevin Langstaff and reserve Tasmyn Knight) and Team High Hopes (Stephen Gould (captain), Mark Kingston, Rhys Fleming, Anna Hewitt, Anne Bradford, Simon Gresswell and reserve Terry Lamb) battled severe sea sickness due to extreme swells during the challenge.

Rhys Fleming was the first swimmer to touch French soil in 14 hours and 56 minutes. Team Optimist reached French soil in 15 hours 24 minutes.

Stephen Gould commented: “An incredible achievement against all the odds, very tough, extreme weather conditions, a true whole team effort, where determination and tenacity triumphed at the end of the day.”

The amount raised by the challenge for The Light Fund is due to be revealed at The Licensing Awards on Tuesday 13 September.

Right: The triumphant English Channel swimmers.

Above: Ruth (second left) with some of her new team members at the Peppa Pig Partners Day in the summer.

Above: The CP programme will include a range of Sindy’s unique USPs.

Sinking Ship gears up

Canadian production and distribution company Sinking Ship Entertainment is targeting growth in the UK licensing market with two of its key properties.

Supported by Fryday Brands, the company is developing opportunities across lead categories for Odd Squad and Dino Dana

Current international licensees for Odd Squad include Macmillan (publishing), Fun.com (costumes), Bendon (activity books), Taste of Beauty (health and beauty), plus Falcon Creative (immersive experiences). Fryday Brands will be prioritising the publishing category, with opportunities to develop educational-led content such as workbooks and activity books. It will also be developing experiential activity which will allow fans to join Odd Squad.

Meanwhile, the Dino Dana brand currently includes a TV series with four seasons which airs on CITV and Amazon Prime, a feature film, digital games, publishing programme (Mango Publishing), toy line (Safari), and a museum experience. Fryday Brands is focusing on extending the unique interactive experience to museums and locations throughout the UK.

“The aim is to maximise the huge and consistent onscreen success of Odd Squad and bring the brand into the homes and hands of the fans, and for Dino Dana we plan to launch the fantastic interactive experience which is already winning hundreds of thousands of fans in the US,” commented Fryday Brands’ Valerie Fry.

IMG renews and expands partnership with Ubisoft

IMG has renewed and expanded its exclusive partnership with Ubisoft for Assassin’s Creed and Tom Clancy’s Rainbow Six to include new territories and the popular Just Dance franchise.

The multi-year agreement has added North and South America to IMG’s remit which previously included Europe, the Middle East, Asia (excluding Mainland China for Assassin’s Creed) and Africa.

Since being appointed in 2020, IMG and Ubisoft have significantly grown the CP offering and business for Assassin’s Creed and Tom Clancy’s Rainbow Six, successfully extending the franchises into collaborations and direct to retail partnerships for fashion apparel, sports gear and gaming accessories.

Sarah Buzby, vp of global consumer products at Ubisoft, commented: “Expanding our partnership with IMG for global consumer products will amplify the fan experience.”

Wow move for Louis Kennedy

Walking charity, Living Streets, has signed a new contract with cause related marketing agency Louis Kennedy to continue the production of WOW badges.

The extension to the ten-year relationship sees fresh commitment to the production of sustainable WOW badges, which support behaviour change in primary school children. The badges will continue to be produced in the UK, using recycled plastic material otherwise destined for landfill.

WOW badges act as a reward for those pupils who travel actively and sustainably to school, at least once a week for a month. Louis Kennedy has helped Living Streets to reward over 55 million badges since 2012.

“We highly value our partnership with Living Streets and look forward to working on encouraging more sustainable, healthy journeys for our young generation,” commented Grant Morgan, ceo and founder of Louis Kennedy

Erve invests in the NFT space

Ambitious apparel specialist, Erve has its sights on being the go-to partner for NFT licensing apparel collections in the UK and Europe following its latest deal.

With support from BoredJobs, Erve will bring its unique apparel approach to licence Bored Apes characters and introduce Bored Apes Yacht Club NFT apparel to the global community. MouseBelt – an ecosystem building the future of blockchain and web3 innovation, media and education – has confirmed a strategic partnership between Bored Ape Yacht Club NFT IP licensing marketplace, BoredJobs.com and Erve. The company will shortly be releasing a collection of Bored Ape Yacht Club daywear, nightwear, accessories, socks and underwear.

Nick Dierickx, licensing manager EMEA at Erve, commented: “Working with BoredJobs is the ideal way to connect with the Bored Apes NFTs and its owners. We are heavily investigating the NFT space for licensing. Working with the Bored Apes was priority number one on our list, as it’s the biggest and most famous collection to date.”

Below:

Above: WOW badges act as a reward for pupils who travel actively and sustainably to school.

View from

the top

LSB chats to five senior executives – Julian Moon, svp Warner Bros. Consumer Products EMEA; David Sprei, commercial director, Penguin Ventures; Paul Bufton, vp consumer products EMEA, NBCUniversal; Venetia Davie, vp UK, Ireland, Israel, ANZ, Paramount Consumer Products; and Sarah Fox, EMEA vp marketing and communications, consumer products, games and publishing, The Walt Disney Company – about the year so far, BLE plans, immersive experiences and further growth for the industry.

How has 2022 been for your business so far?

David: “We’ve had a great year to date and on track for our biggest ever year. This has certainly been helped by the 120-year anniversary celebrations for Peter Rabbit and the team are working incredibly hard to maximise all opportunities across the portfolio to finish the year on a high.”

Julian: “We may be (mostly) post-pandemic, but economic pressures are still prevalent. One upshot is that consumers are continuing to gravitate towards familiar, much-loved brands, which – given our huge portfolio of fan-favourite properties – has worked in our favour. We had a record 2021, and we’re planning for growth in 2022.”

Venetia: “It’s hard to believe we’re already nine months into the year. 2022 seems to have

passed even faster than usual. It’s definitely been a year of highs and lows. Getting back out on the road, attending trade shows like Vegas, getting ready for BLE and seeing our teams back in the office are definitely the highs. After a very strong 2021 our CP business is trading up Jan - June, delivering strong double-digit growth, but we are a Q3 and Q4 business so we are keeping a close eye on EPOS data to review the impact of inflation on consumer spending and product sell-through.”

Sarah: “2022 has been an exciting year for us –agreements with new licensees, launching new brands, industry-disrupting collaborations, new opportunities for our teams and new talent coming on board. We’re also preparing for 2023, which is a momentous year for us at Disney, as we will be celebrating our 100th anniversary. The celebration starts at our D23 Expo event in September and it will run throughout all of 2023. We have an incredible line-up of new products, events, content and experiences to announce.

Julian Moon

Inset: Streaming platform Paramount+ launched in the UK in June, meaning that Paramount’s franchises and shows are available across multiple platforms.

David Sprei Paul Bufton Venetia Davie Sarah Fox

The full might of the company is behind this once-in-a-lifetime event so it will be truly spectacular and will feature across Disney+, theatrical, parks and consumer products, shopDisney and retail.”

inspired by the focus and commitment we are seeing around sustainability in product design. We are seeing a commitment to reducing packaging, cutting single-use plastics, and reviewing product specifications, in line with the strong consumer interest in the environmental impact and lifecycle of the products they purchase.”

Paul: “More so than ever. We choose our partners very carefully. We look for companies that display creativity and originality, are forward-looking and adaptable, and have an eye on sustainability. We work with organisations who truly ‘get’ the NBCUniversal ethos and can translate this into products that reflect everything that’s great about our franchises and properties. That way, we can ensure we bring the very best, most innovative products to market. By way of example, Wow! Stuff really hit the ball out of the park this year with its Jurassic World RealFX Baby Blue animatronic dinosaur; it’s sensational, a real showstopper and finalist in the Action Figure category for the TOTY (Toy of the Year) Awards.”

Venetia: “Innovation is the life-blood of our industry. Our partners bring creativity, new ideas and new technologies to the table every season. Remote working has really transformed the actual product development process itself and how we are working with partners, but that innovation continues. I am so impressed and

Sarah: “They are crucial – the success of our Parks is testament to that. The way we look at retail experiences – such as our interactive Mickey Mouse Tree House with H&M in select stores, which brings together the physical and the digital – through to the way we run our marketing campaigns, interactive and immersive experiences are key. We will be announcing some really exciting examples in the coming months.”

Venetia: “Millennials were the first major generation to fuel the experience economy where experiences trump possession and ownership. We have a flourishing slate of live events, theme parks and hotels businesses. Our location based experiences team opened Tomb Raider live immersive experience in Camden earlier this year; we recently opened a new Nickelodeon hotel and resort in Riviera Maya, Mexico; and we signed a new theme park project in Bali.

We are also seeing a growth in new formats of entertainment – from popups celebrating South Park’s 25th anniversary, the Nickelodeon Experience touring the UK this summer, and MTV weekenders run in conjunction with Park Dean Resorts. There is a clear appetite and demand across all consumer demographics to be connecting with friends and families in engaging ways.”

How important has it been to continue to invest in new product development with licensees, innovation and new ranges this year?

Trends such as immersive experiences have really come to the fore over the past couple of years - how important are these types of initiatives to your business now?

Inset: DreamWorks Animation’s Gabby’s Dollhouse is NBCUniversal’s entry into the preschool TV space.

Paul: “They’re essential. Universal is all about great stories, and live experiences are another, extremely effective way to expand that storytelling. We’re one of only two media companies that have global theme parks, and our Universal Parks & Resorts (UPR) division –with which we work very closely – gives us significant bench strength. Our theme parks expand our franchises into even bigger ecosystems and deepen our connection with consumers, 365-days-a-year. Touring shows are a part of the picture, too; our Jurassic World Live Tour arena show by Feld Entertainment starts its US tour at the end of September, and Jurassic World: The Exhibition by CityNeon is at ExCeL London right now - neatly timed to BLE.”

Julian: “Hugely important. They provide another touchpoint for fans and enable them to engage with their favourite properties and franchises in different ways. It’s critical for us – it’s another form of content that extends the fan’s experience with the franchises they love in a fun and exciting way. Earlier this year we opened the Game of Thrones Studio Tour in Belfast. We’ve got Batman Gotham City Adventures opening in Paris and we’re bringing back Harry Potter: A Forbidden Forest Experience to the UK with a US debut soon. There’s lots to be excited about and it doesn’t just stop with themed entertainment, many of our partners are developing augmented reality elements to expand the product experience, too.”

David: “I’ve always been passionate about the experience economy. It is integral to connect our brands with our fans, all of which helps to future proof our portfolio and reach new audiences for years to come. In today’s world, immersive can mean so many different things and I’d like to think we’ve proven this at Blenheim Palace with our Peter Rabbit Garden Adventure. It wouldn’t

have been right to fully digitise this, but we’ve still delivered an incredible immersive experience for families through a mix of storytelling, live theatre, puppetry and activities.

“Across the portfolio, The World of The Snowman is the perfect magical property to bring fun to festive family audiences. With the sad news of Raymond Briggs’ recent passing, we will be looking at how all our experiences can best pay tribute to Raymond and his much-loved creation. From theatrical Christmas grottos and the live show (now celebrating 25 years at The Peacock theatre) through to immersive tech-led activationsexperiences continue to play a huge part in ensuring Raymond’s magical legacy lives on.”

Julian: “The pandemic drove more and more consumers online, and partners who might have been quite slow initially to engage with digital had to get on board quickly. There’s no going back. Most of our partners have now gone truly ‘omnichannel’. It’s the new reality and we’ve evolved our teams to meet it, developed new digital tools to help our partners, and forged new partnerships with online-only retailers such as Shein and AliExpress.”

Paul: “Like everyone else, we’ve adapted to the new reality: we’ve built out the digital side of the business and added an e-commerce director to the team, and we aim to put the digital experience at the heart of everything we do, be it retail, content distribution, PR or marketing. We’re also much more data-driven than we were previously and more agile now in European markets; if we need to change course, we can do so quickly.”

Venetia: “During peak lockdown without a shadow of a doubt, our focus was e-commerce

The retail landscape looks markedly different from a few years ago… has this led to new opportunities opening for you?

Right: The young people who designed the Women of Marvel Collection, as part of Disney’s on-going programme with The Prince's Trust.

and grocery. We had to pivot very quickly from a focus on in-store merchandising and promotional space to driving our brand narrative and product stories online. We found many new licensing partners in the direct to consumer space, we ramped up investment in social media and digital partnerships, and expanded our own global direct to consumer store to ship internationally. We trialled and we learned a lot about how to drive product conversion online.

Now consumers are back on the high street we’re back to a more traditional pattern working across all retail channels, but there are so many valuable learnings we take with us.”

new connections, listen and learn how we can continue to evolve our business and reach fans.”

Venetia: “In a nutshell quality meetings with existing partners, stimulating conversations with potential new partners and the chance to plan and check in on retail activations with buyers and retail marketing teams. Alongside that, there’s nothing better than a trade show that pulls together the best in the field to really re-enforce what an incredible industry we are.”

Sarah: “We will be sharing updates during our presentation that bring the next 12 to 18 months to life, and it is exciting that we can do that on a big theatre screen. We are, of course, also looking forward to spending time with our partners who continue to support us – and say thank you face to face for that on-going commitment.”

David: “BLE is incredibly valuable for us to connect with existing partners and drive new business. Our focus is very much on 2023 which offers a unique opportunity for Peter with the Year of the Rabbit; we’ll be discussing plans for The World of the Snowman of course, as well as the exciting 100-year anniversary of the Flower Fairies which has in excess of 100k fans on Instagram who are highly engaged and have an appetite for even more product.”

Julian: “To meet retailers and licensees, particularly those who couldn’t join us at Licensing Expo in Las Vegas. In addition, it’s a temperature check for the whole industry and the European landscape and, of course, it’s about sharing the continued wealth of opportunity and content that’s all coming in the next 12–24 months.”

Paul: “We can’t wait to get back on the show floor. We’re excited to showcase our amazing portfolio, meet old friends and colleagues, forge

Can the global licensing industry enjoy another year of growth in 2022 in your view?

Paul: “Yes, but I think we need to look at how we define growth – at the end of the day it’s about more than financials. As a forward-looking industry, we’re now eyeing 2024 and anticipating what we want business to look like then. We should be asking ourselves: are we on the right path towards sustainability? Are we taking advantage of all the opportunities in emerging markets? Are we prepped to embrace new digital platforms and media? Are we fully present and innovating in the events and immersive entertainment space?”

Julian: “There’s the potential, but there are still headwinds to overcome, chief among them being that consumers globally are going to be tightening their belts. However, during those times, people look to the franchises and brands that they know and love, and that’s what licensing – character licensing in particular – provides: that little bit of additional joy.”

What’s your main aim from being at Brand Licensing Europe this year?

Inset: The Peter Rabbit Garden Adventure at Blenheim Palace was a mix of storytelling, live theatre, puppetry and activities.

More brands, more consumers more places,

It’s been a busy 12 months at Hasbro, delivering engaging content like the Netflix exclusive My Little Pony: Make Your Mark and Peppa’s Club; which was honoured by the distinguished Common Sense Selection programme for outstanding family media.

Endless opportunities lie ahead with the all-new animated kids’ series Transformers: EarthSpark, and fans can expect to see Transformers: Rise of the Beasts on the big screen in June 2023, with a feature-length Transformers animated film slated for 2024. Additionally, the highly anticipated theatrical release based on the famed fantasy franchise, Dungeon & Dragons: Honour Among Thieves, hits screens in March 2023.

“At Hasbro, we are committed to making the world a better place for all children, fans, and

Right: The Peppa Pig Cleaner Seas Project at ASDA included a range of George clothing produced using sustainable and recycled materials.

Far right: My Little Pony puzzle from Ravensburger.

Following the past year filled with successful entertainment launches and all-new toy and product offerings to match, Hasbro is returning to BLE to showcase even more fun experiences for its world-class brands like My Little Pony, Transformers, Dungeons & Dragons and Peppa Pig.

families by creating unique and innovative play and entertainment experiences available for consumers around the world,” says Marianne James, vice president EMEA & Asia Licensed Consumer Products at Hasbro. “Our global brand-building capabilities allow us to bring our iconic brands to life in ways that transcend toys and content through an impressive array of consumer products spanning fashion, toy and games, publishing and FMCG, along with location-based entertainment and premier promotional programmes.”

As the years go on, My Little Pony continues to elevate itself as a pop culture icon, through product partnerships that introduce the brand to all-new audiences. Marianne calls out a few of the partnerships: “In China, we launched a My Little Pony children’s sportswear line with Xtep Kids and kidult products from Pop Mart. In the UK, we released a branded fashion line from Irregular Choice, a role play expansion line

Above: Peppa Pig has its own theme park at Legoland in Florida.

Stay a While

Hasbro also just unveiled the first of its kind – a My Little Pony and Transformers themed hotel outfitted with a Family Entertainment Center –as part of its larger partnership with Marriott. Coming to Shanghai, the hotel is a three-story high entertainment facility that features 46 themed rooms offering guests a fun packed family adventure.

Above: Transformers themed room at the new hotel in Shanghai.

from Bildo, puzzles from Ravensburger and consumer electronics from OTL Technologies while working with the region’s top retail partners like Tesco, Argos and Smyths, plus much more. As we gallop into 2023, the 40th anniversary of My Little Pony, we’re giving fans thrilling ways to celebrate their fandom.”

building capabilities in action, as Marianne explains: “People around the world can experience Transformers through boundless formats. In the UK, we have a licensing programme lined up for the upcoming Transformers: EarthSpark series, including the new pocket money partner RMS International, as well as Hunter Price with a line of fidget toys, arts and crafts, plus more.”

In France Hasbro has signed with Bagtrotters bringing back to school merchandise to market and Stone Kids Apparel for a range of clothing. In Iberia, softlines from Safta, collectibles from Luppa and Toimsa bikes and outdoor goods are also available.

Right: New Adidas x Transformers footwear in China.

Below: Dungeons & Dragons branded coffee from Coffee Collab.

Peppa Pig continues to shine around the world, with the recent launch of the Peppa Pig Theme Park at Legoland in the US, with another exciting location based entertainment (LBE) opening in Hangzhou, China with the PEPPA PIG Play Café. “We are also launching Learn with Peppa – a major new brand extension to help promote early years learning,” says Marianne. “We’ll be expanding this in January 2023 through an extensive publishing programme with Ladybird, an imprint of Penguin Random House, releasing 80 titles within its first year of launch.”

Marianne continues: “In the UK we’re offering an array of sustainability initiatives, such as the incredible Plant with Peppa programme with ASDA last year and the Cleaner Seas Project with ASDA this year. What’s more, we’ve introduced category expansions for the brand in China like H&H China Limited for Peppa Pig milk powder and probiotic products and face masks and alcohol prep pads from Haishi Hainuo Group.”

With all-new location-based entertainment, fashion collaborations, food and beverage goods, kidult merchandise and more products available to consumers across the globe, Transformers is a prime example of Hasbro's unmatched brand-

In China, Hasbro will launch an Adidas adult apparel and footwear line and new skus of the Xtep Kids x Transformers children’s fashion line. Southeast Asia fans can expect the world’s first Transformers branded gaming massage chair from OSIM, as well as footwear from Skechers.

As for Dungeons & Dragons, the famed fantasy franchise is gearing up for its star-studded theatrical release, Dungeons & Dragons: Honour Among Thieves, with already a solid slate of excitingly unexpected licensing partnerships, including a coffee collaboration and a Dim Mak x Dungeons & Dragons fashion line, with much more to be announced.

Engage Brick Mode

This year, Hasbro collaborated with LEGO for the first time to create a Transformers Optimus Prime figure. With over 1,500 detailed LEGO pieces, once assembled, the figure features 19 points of articulation that allow fans to convert from robot to truck mode and back again. This is one of the first times a LEGO set has been able to convert between two models, without the need to rebuild.

“It’s been exciting to bring two of the world’s greatest play and entertainment companies together to celebrate this larger than life, iconic character – Optimus Prime,” says Marianne. “It’s been an extremely successful collaboration with a strong sell-through.”

Above: Hasbro collaborated with LEGO to create a Transformers Optimus Prime figure.

Refurbed and expanded LEGO Store opens in Leicester Square

The LEGO Group reopened the doors to the LEGO Store in London’s Leicester Square in August, after four months of extensive refurbishment.

The expanded store – which is now the biggest LEGO store in the world and reopened on LEGO’s 90th anniversary – features numerous 3D builds inspired by ‘Stories of Britain’ which celebrate the country’s icons, heroes and history.

Visitors can get selfies with William Shakespeare who is waiting at the bus stop for a red double decker London bus (made out of 270,884 LEGO bricks); in the driver’s seat of James Bond’s Aston Martin DB5; in Harry Potter’s Gringotts, Diagon Alley and a Dark Arts scene; and alongside Sherlock Holmes. Also featured is Buckingham Palace and Big Ben, as well as our friendly neighbourhood Spider-Man.

It also includes hands-on LEGO experiences, unique to the Leicester Square store, plus a personalisation studio, interactive storytelling zone and a Tree of Discovery, which is the centrepiece of the store.

“We are investing in upgrading LEGO stores around the world to give visitors really fun, unique and memorable brand experiences,” commented Natali Stojovic, svp, LEGO Retail at the LEGO Group. “The refurbishment and expansion of our flagship London store will make it a must-visit destination for fans, young and old, living or travelling to London.”

VeryNeko marks two years

‘Cute and retro’ ecommerce site, VeryNeko is marking its second birthday throughout September with a host of activity.

With different offers across the UK and US, fans are being treated to discounts across a range of pop culture brands, from Disney to Loungefly and more.

The birthday celebrations run across the full month of September, with offers and discounts being ramped up throughout the birthday week of 12-16 September.

Above: Leicester Square is now the biggest LEGO store in the world.

Millennials and Gen Z click with DTC

The majority of Millennial and Gen Z shoppers prefer buying directly from international ecommerce brands over marketplace platforms, according to new research.

Direct to consumer ecommerce solution provider, ESW surveyed over 14,000 consumers across 14 countries for its Global Voices: Consumers Pulse 2022 survey. It found that 73% of Millennials and 69% of Gen Z shoppers believe that shopping via DTC channels gives a ‘more personalised experience’, with promotions and offers specifically targeted to their preferences. That compares to 63% for Gen X and 50% for Baby Boomers.

Instagram (52%), YouTube (51%) and TikTok (43%) are the top social media platforms used by Gen Z for product discovery, with Facebook coming in with 34%.

“Younger consumers’ shopping preferences indicate that retailers and brands must adopt a robust DTC ecommerce and content strategy to remain both relevant and competitive in the future,” commented Natashia Redfern, director of sales at ESW

A Prime performance

Prime members purchased more than 300 million items worldwide during Prime Day 2022, making this year’s event the biggest Prime Day event in Amazon’s history.

Select Fire TV, Echo and Ring devices were some of the bestselling items on Amazon in the UK. Outside of Amazon devices, skincare, consumer electronics, make-up and spirits were some of the bestselling categories.

When it came to the toy category, Barbie Colour Reveal Mermaid Doll lined up alongside the likes of Melissa & Doug toys, Hasbro Gaming Boggle and LEGO Creator Mighty Dinosaurs as a top seller. In addition, this year, during Prime Day, Amazon doubled donations on all eligible purchases in the UK, making this also one of the biggest days for UK charities on AmazonSmile.

Mamas & Papas teams with

Laura Ashley

Nursery retailer, Mamas & Papas is partnering with home and lifestyle brand, Laura Ashley on a new range of apparel and other products.

The collection – which is due to launch in spring 2023, Laura Ashley’s 70th anniversary year – will combine the brand’s signature archive prints with Mamas & Papas’ nursery expertise.

Products will include baby apparel, nursery bedding and toys, plus two Mamas & Papas signature pushchairs.

“Our new collaboration is a perfect match; both Mamas and Papas and Laura Ashley were born from the belief of creating new & beautiful products that could not be found elsewhere,” commented Sonia Kelly, product director at Mamas & Papas. “We have a joint synergy, family being at the very heart of our ethos and both believe in the art of storytelling always ensuring beautiful detailing and design in everything we create.

“Looking back into the Laura Ashley archive we have selected iconic prints from the collection to sit across both hard and soft goods and brought them alive to create contemporary heirlooms for a new generation.”

Inset: The new Laura Ashley collection is due to launch in spring 2023.

Above: 73% of Millennials believe that shopping via DTC channels gives a more personalised experience.

Inset: Barbie Colour Reveal Mermaid Doll was among the top sellers in toys.

Primark launches vintage clothing concessions

Brands including Nike, Tommy Hilfiger, Converse, Levi’s and Dr. Martens are among those featuring in Primark’s newly opened vintage clothing concessions in Birmingham and Manchester.

The retailer has partnered with the Vintage Wholesale Company – an independent vintage clothing business –to open the two new concessions, under the brand WornWell by the Vintage Wholesale Company.

The Vintage Wholesale Company supplies quality, used clothing in the UK and Europe and sources the best vintage treasures from around the world. It also runs Poorboy, an established vintage and second-hand clothing boutique based in Hull, Northern England.

For the first time, Primark customers can shop branded and non-branded vintage and one-off items of clothing, giving them access to vintage and new, at affordable prices, all under the one roof.

This is the latest addition to Primark’s in-store offering that includes 22 beauty, nail and hair studios, and 32 food and drink outlets globally, as the retailer continually enhances the in-store experience for customers.

Primark’s Birmingham High Street store already includes a Custom Lab t-shirt printing station allowing customers to create bespoke, personalised t-shirts, a Tasty by Greggs café, a Disney Café and a Primark Beauty Studio, while its Market Street Manchester store has a Central Perk Friends Café, Smokey Barbers and more.

New owner for Selfridges

Central Group and Signa Holding have completed the acquisition of Selfridges Group

The transaction has created one of the world’s leading luxury department store groups, with a presence in eight countries in Europe and flagship stores in some of the most sought after locations, including London’s Oxford Street

Selfridges Group portfolio, which comprises 18 stores under four banners in three countries - namely Selfridges in England, Brown Thomas & Arnotts in Ireland and De Bijenkorf in the Netherlands - will be integrated with Central and Signa’s combined existing portfolio of 22 luxury department stores and two new stores to open soon in Dusseldorf and Vienna.

The integration will also include Selfridges Group’s ecommerce platforms, which draw over 30 million online visitors monthly and ship to over 130 countries worldwide.

Below: The deal has created one of the world’s leading luxury department store groups.

Inset: The vintage clothing concessions are the latest additions to Primark’s instore offering.

WHERE FRANCHISES ARE PARAMOUNT

© & TM Spin Master Ltd. ©2023 Spin Master PAW Films 2 Inc. ©The Pinkfong Company. TM & © 2022 CBS Studios Inc. ©2023 Paramount Pictures. ©2022 Viacom. All Rights Reserved.

Stranger Things, Bridgerton, Money Heist and Squid Game are among the series which have helped Netflix to make its mark within the consumer products space. Now, with a strong team in place, new series and an expanded kids slate thanks in part to joining forces with Roald Dahl Story Company, it’s clear there is much more to come from the streaming giant. LSB finds out more.

Stream engine

“As a company we want to entertain the world through our content, and our consumer products team extends that entertainment,” begins Filippo Zuffada (pictured right), director of consumer products EMEA at the streaming service. “Our focus is impact in people’s life, less so revenue. We want to reach our audiences through programmes that are meaningful for them across different

The company has been steadily building its CP team, making sure it has a mix of “functional and country expertise” explains

Filippo. There are country

Iconic stories

leads in each of the top five markets (UK, France, Italy, Germany and Spain), dedicated marketing, legal, PR, strategy support and a talented product development team working alongside Netflix’s partners.

“Consumer products represent a way for our fans to connect with our shows beyond the platform,” Filippo continues. “The merchandise developed through our partners often gives the fans an opportunity to celebrate and create conversations about brands that they love with their friends and family. Whether it's wearing a Hell Fire Club t-shirt after watching the latest season of Stranger Things, donning the glasses from El Professor in La Casa de Papel or attending a Bridgerton tea experience, these are all ways to continue to live and love our content

Since joining forces with Roald Dahl Story Company, a huge focus for Netflix is to bring some of the iconic stories to consumer products. Projects coming out of the partnership will be announced soon and Filippo says they will become a “key pillar” of Netflix’s strategy.

“RDSC has a successful track record working across a range of licensing and partnerships especially in the UK, which we’re keen to build on,” Filippo says.

“Matilda is the first movie that will be available on Netflix outside of the UK and we have seen strong interest from partners all over the world. Taika Waititi [of Jojo Rabbit and Thor] is working on two original animated series, the first based on the world and characters of Charlie and the Chocolate Factory, the second is a wholly original take on the Oompa-Loompas. These are key projects for us that we are working on and we can’t wait to share more at BLE with our current and future partners.”

Inset: Stradivarius created a fashion collection inspired

Inset: Stranger Things drove “unprecedented fandom” from the very beginning, says Filippo.

Partnership success

“It’s too difficult to choose one!” exclaims Filippo when LSB asks about the most successful examples of Netflix’s CP partnerships to date.

“The Hell Fire Club t-shirts have been a huge success with the lines being the number one licensed items for many of our retail partners this year,” he comments. “The launch of the second season of Bridgerton also saw a lot of successes. One of my personal favourites was the work we did with Stradivarius for a Bridgerton-inspired fashion collection. The series has incredible CP potential and we saw some of this materialise for season two, while we’re looking forward to season three.”

“Two of our non-English series brought about a lot of interesting licensing programmes. Firstly, the La Casa de Papel [Money Heist] series really put non-English content on the map and gathered fans around the world which inspired many CP partners’ interest. The much talked about series Squid Game caused a global conversation so quickly that we had to deliver products in record time - it was a very fun ride and we’re gearing up for season two.”

beyond the screen that establishes a meaningful connection.”

When it comes to Stranger Things – a series that Filippo describes as “incredible” – from the very beginning it drove “unprecedented” fandom and this has translated into CP success.

“Our audiences just loved it and very spontaneously started a conversation about the series, characters and the world of Hawkins. When you have IP like that, to work on consumer products is a privilege because we are dealing with rich imagery that allowed us to do crazy things like bringing back ‘New Coke’ for season three or now working to celebrate Eddie Munson’s Master of Puppets solo in season four.”

Being close to the consumer in the most relevant moments for them is one of the things that Filippo says is very much top of mind for Netflix in the next six to 12 months. “Whether it’s the holiday season, Halloween or their birthday; we have a large portfolio of titles that can make this moment even more unforgettable for a fan and we will lean into those moments more,” he says.

Alongside that, keep your eyes on Bridgerton. Filippo adds: “Bridgerton is coming back in 2023 and everybody is excited about finding the new diamond of the season. The world of this series is so rich and has so many angles that we want to explore in more ways to connect with fans.”

It’s not just adult brands that will see a focus either, with Netflix continuing to invest in the preschool and broader kids content slate: “The addition of the Roald Dahl projects, as well as titles like our recently launched animated film, The Sea

Beast, and upcoming preschool series, Spirit Rangers will help us to develop more meaningful brands that kids will love.”

Ultimately, the creative excellence of the story is what dictates what can be translated into consumer products, says Filippo. “It’s not enough to have strong viewing, we also need to monitor the conversation that is generated, see how the fans are interacting with the content and campaign on various platforms and then listen to our partners as they know their business better than us,” he concludes. “If we couple their intuitions with the learnings that we have, then we can achieve great results.”

Inset: The Hell Fire Club t-shirts have been the number one licensed items for many of Netflix’s retail partners this year.

Inset: Filippo says that there are many angles they’d like to explore in the ‘rich world’ of Bridgerton to connect with fans.

The preschool sector has enjoyed a summer of product launches, fresh collaborations at retail for some classic characters, new master toy announcements and new series hitting screens. LSB rounds up some of the activity.

playChild’s

Fizz teams with Magic Light on Primark Gruffalo range

Fizz Creations has partnered with Magic Light Pictures to bring The Gruffalo to life with an exclusive baby range for select Primark stores. The collection will feature wooden toys, keepsake stationery and feeding items.

Last year, Fizz Creations established a partnership with Magic Light to deliver a Primark baby collection and will be extending the product line-up to include lighting, games and activities across wider distribution channels.

“Fizz have worked across multiple categories to bring an extensive collection of Gruffalo lines to market and I’m excited to see them on shelf in Primark,” commented Alex Sanson, senior brand manager at Magic Light.

Scott Bundy-Higgs, senior national account manager at Fizz Creations, said: “The Gruffalo is such a strong brand and the vibrant colours really make the collection stand out.”

Sweet Cherry builds with Numberblocks

Independent children’s book publisher, Sweet Cherry is releasing more than ten new lines in its licensed range of Numberblocks and Alphablocks books later this year.

The new books – aimed at 3-6 year-olds – feature lift-the-flap books and four wipe-clean books, plus a second edition of the Numberblocks Christmas sticker activity book. September will also see the release of the latest Numberblocks Annual for 2023, marking the fourth edition of Sweet Cherry’s bestseller.

“It’s amazing to be part of such a fast growing kids’ brand that champions learning being fun,” commented Maya Maraj, head of licensing and commercial at Sweet Cherry. “We love working with the brands’ fantastic creator, Joe Elliot, and the team at Alphablocks Ltd and Larkshead Licensing. We are excited to share our new publishing with the dedicated fanbase who really connect with the brands’ values and our own.”

Lindsey Chester, senior licensing and retail manager at Larkshead Licensing, continued: “I can’t wait to see these brilliant new books in the marketplace that I know will engage and delight little learners.”

Hey Duggee returns for a fourth series

Multi award-winning hit animation Hey Duggee began its new series on CBeebies and BBC iPlayer on 5 September.

Five special episodes released daily on CBeebies revealed what happened when each Squirrel visited Duggee for the very first time, as children in England and Wales prepared for their first days at school.

The First Day Badge episodes are included in 20 new episodes released on CBeebies and BBC iPlayer from the fourth series.

Hey Duggee is also heading out on tour for the first time with Hey Duggee The

venues around the UK beginning in December.

Inset: The collection includes wooden toys, keepsake stationery and feeding items. Below: Sweet Cherry’s Maya Maraj, head of licensing and commercial at Sweet Cherry, and publisher, Sanjee de Silva.

Live Theatre Show visiting 24

Above: As well as being on screens, Hey Duggee is also heading out on tour in December.

Paramount partners with Vital Life

Paramount’s UK consumer products division has partnered with Vital Life on a new range of fruit juice drinks and flavoured waters inspired by PAW Patrol

The new line features a selection of vegetarian and vegan-approved kids’ beverages including two fruit juice flavoured drinks (Apple & Blackcurrant and Orange) and two flavoured water offerings (Strawberry and Orange).

All ingredients and packaging for the PAW Patrol drinks are sourced locally wherever possible. The range comes in 330ml bottles that are 100% recyclable and made from recycled material. The bottles also feature a tethered sports cap to help prevent spillage.

Venetia Davie, vp consumer products, UK & Ireland at Paramount, commented: “PAW Patrol is a beloved brand among children and parents and this exciting new collaboration will provide kids with a healthier alternative to sugar-laden drinks, while also building brand momentum as we approach the pups’ 10th anniversary and sequel movie in 2023.”

Playpress Toys expands Magic Light partnership

UK manufacturer, Playpress Toys is expanding on its blossoming licensing journey by extending its successful partnership with Magic Light Pictures

The company’s award winning, eco friendly playsets which are aimed at ages 4 and above, span

Flair GP on board for Rainbow’s Pinocchio and friends

Rainbow has secured a master toy licensing deal, in the UK and Eire, with Flair GP for Iginio Straffi’s reimagined animated TV series of the children’s classic, Pinocchio and friends

The series – which launched on CBeebies earlier this year – has got off to a strong start, with early indications showing that its audience is growing week on week.

Flair GP will concentrate on a roll-out strategy that incorporates mini figures, dolls, play-sets and plush toys, bringing the series to life for fans from 2023.

numerous themes – Space Stations, Farmyards and the Savannah jungle, while The Gruffalo is part of a strong portfolio of character licences including Room on the Broom, Zog, Shaun The Sheep and the RNLI to name a few.

Above: The company’s eco friendly play-sets span numerous themes and licences.

“Our play-sets are designed to give hours of fun and to give children the opportunity to play creatively, while also helping them develop key motor and cognitive reasoning skills. We are delighted to renew our partnership with Magic Light Pictures for The Gruffalo,” commented Melvin Wright, commercial director at Playpress Toys. “Our play-sets are also eco friendly, the materials are sustainably sourced and 100% recyclable and biodegradable.”

Signature Publishing adds Gabby’s Dollhouse

Signature Publishing has launched a new title based on DreamWorks Animation’s Gabby’s Dollhouse

The Netflix show and Spin Master toy brand follows Gabby and her best pal, Pandy Paws, as they shrink down and join their kitty friends in Gabby’s magical dollhouse.

The new magazine – the latest in Signature Publishing’s Adventures With series – supports early years learning through stories, puzzles, colouring, crafts and cooking, plus a number of interactive activities.

Each issue will also come with a baking play-set designed to interact with the magazine, encouraging learning through play.

“DreamWorks Animation’s Gabby’s Dollhouse is the most exciting new preschool property around, so we are absolutely thrilled to be publishing an Adventures With Gabby’s Dollhouse magazine,” said Amanda Clifford, editorial director at Signature Publishing. “Shrinking down to play in your very own dollhouse has to be every child’s dream and we’ve loved creating a magazine that captures all the magic, fun, adventure and kitty appeal of the top-streaming Netflix TV programme.”

Above: The title is the latest in Signature Publishing’s Adventures With series.

Below: The new toy range will launch from 2023.

Above: All ingredients and packaging for the new drinks are sourced locally wherever possible.

Just four years since it was established, Moonbug Entertainment’s brands are now household names for anyone with preschoolers or young children.

The brand roll call features Blippi, CoComelon, Little Baby Bum and newcomer Little Angel, to name but a few, and that list is continually growing and evolving. LSB catches up with Duncan Tate, global head of hardlines, consumer products, and Helen Genia, global hardlines director, to find out what’s next for the company.

the Shootingmoon

Moonbug’s mission is simple - to create shows that kids and parents love. And in the company’s relatively short existence, it has done just that. Starting life as digital brands, the properties’ YouTube figures speak for themselves. CoComelon has 139 million subscribers and has enjoyed a staggering 133.9 billion views since it launched. Within just days of posting new videos, views often hit the millions.

The other brands have similarly impressive stats. But how does Moonbug do it? Duncan Tate, global head of hardlines, consumer products, explains: “We create made for platform content with an audience first approach shaped by consumer behaviour and audience lifestyle.

“Our aim is to be a natural part of every child’s upbringing regardless of geography, culture or background. By inspiring and engaging children with fun and

Licensing – the story so far

Inset: Duncan Tate, global head of hardlines, consumer products.

Below: CoComelon recently won Best Brand in the Character Entertainment or Toy Brand Animated category at the 2022 Licensing Excellence Awards.

Below: The Blippi live show is part of a growing live and experiential presence.

responsible storytelling, we encourage kindness, compassion and resilience in the next generation; those are the universal underlying values that shape all our content and resonate with our global audience.”

Moonbug’s content distribution enables children to access the shows they want, in the places they are. As well as the YouTube presence, Moonbug’s dedicated channel is available on Apple TV, Samsung, Roku. The content is also streamed on a number of on demand services including Netflix, Amazon Prime and Hulu, through Spotify with the CoComelon It’s Story Time podcast, and even via broadcasters such as Sky and the BBC.

The licensing programme is already impressive. Duncan tells us: “We have a portfolio of best-in-class licensees and continue to build upon these relationships with new categories and brands. Some of our key global partners include Jazwares, Just Play, Hasbro, Spin Master and many more licensees across hardlines, publishing, FMCG and live entertainment.”

The experiential presence is also growing with the CoComelon and Blippi live shows, and the recent partnership with Falcon’s Beyond’s Curiosity Playground.

Duncan continues: “Content consumption among kids is shifting from traditional TV to multiple digital platforms. As a result, it is important to create popular content that is widely available.

“We specialise in creating and acquiring IP and turning it into global entertainment franchises by rapidly scaling the brand using data to enhance and grow the content, distributing broadly across Moonbug’s vast global distribution network and creating new avenues for interaction through licensing and merchandising, original productions and brand partnerships.”

This changing access to content is also shaping the licensing world. “In terms of the impact on licensing, where five years ago, a digital IP with a successful licensing programme was unheard of, now that is a very different story.”

As a result Moonbug’s brands are rich pickings for licensees. Previously managed by The Point.1888, the CP programme has now been bought in-house. “Our licensing programme has experienced rapid growth, reaching a scale where it made sense to bring the team in-house to continue our expansion,” Duncan says.

“In the global hardlines team alone, we recently appointed Janice Lam and Helen Genia as global hardlines directors, both managing a portfolio of toy licensees. These two newly created roles come as a result of Moonbug’s licensing and merchandising team’s expansion.”

The team’s focus is clear. Helen furthers: “We are excited about our continued growth throughout the year and working closely with our licensing partners.

“At Brand Licensing Europe, our main focus will be CoComelon, Blippi, Little Angel and Little Baby Bum. Little Angel is Moonbug’s first acquisition since becoming part of Candle Media and it is one of the fastest growing kids’ channels on YouTube.”

There is a clear plan behind the CP programme. Helen explains: “From a consumer products point of view, we are building a comprehensive strategy beyond the screen by partnering with some of the best licensing and merchandising companies. This, coupled with the quality of our storytelling, allows us to create products for families to connect with their favourite characters anytime, anywhere.”

It’s no surprise that there are further plans for growth over the next five years. Duncan concludes: “We believe in focus and being the

New brands

The team at Moonbug is constantly acquiring and creating new content. And there’s more on the horizon, as Helen tells us: “As well as Little Angel, we recently acquired leading Singapore production studio One Animation, the media company and production studio behind three-time Emmy nominee Oddbods.”

Above: Little Angel is Moonbug’s first acquisition since becoming part of Candle Media and is one of the fastest growing kids channels on YouTube with 27.5m subscribers.

best at what we do. We have experienced rapid growth over the past couple of years in the preschool space and look forward to continuing our expansion across all categories including gaming, an area that is becoming an increasingly significant part of entertainment.”

So far all that Moonbug Entertainment has touched,

Inset: Little Baby Bum has 39.3 million subscribers and 36.8 billion views.

Inset: Helen Genia, global hardlines director.

Almost a year on from its debut, ToyTopic is going from strength to strength, building its brand portfolio, agreements, retailer listings and sales. LSB sits down with co-founder Ashley Holman to find out how the last 12 months have gone and what the plans are for the future.

Making a splash

Partnerships with Wowwee and Hasbro kick started ToyTopic when the company launched in September 2021. The team had been busy working behind the scenes to set the foundations, but formalised themselves to the industry and began trading under the ToyTopic name just one year ago. And so far, so good.

Co-founder, Ashley Holman, tells LSB: “Overall, we’re incredibly pleased with the way things are going, which is a positive and a bit of a relief. The last seven or eight months, the main focus has been the organisation itself, so the back office team, the processes, new systems, and really taking us from a true start-up, to a business with many ranges, with multiple retailers supporting us, so now we are investing in the company to be able to deliver that. “And that’s all helped us create an amazing amount of business that we’ve generated

over the last year, and hopefully more to come.”

The business created to date has included a raft of new brands, as Ashley explains: “When we did our strategic partnership with Wowwee, that gave us brands from Hasbro and Paramount. In addition to that, we had our own Peppa Pig licence from Hasbro and they’ve been very pleased with how we’ve done with that. We’ve now extended the rights into new categories and added new brands as well. “Without calling out specific products, we’re calling it interactive and novelty toys. And we now have that as ToyTopic across Peppa, we’ve taken on My Little Pony from Hasbro too. We’ve got our own agreement with Paramount now that includes PAW Patrol, Blues Clues and Baby Shark. And we have an agreement with Penguin Ventures for Peter Rabbit. All of those new ranges will be hitting shelves for spring next year.”

Alongside the impressive new properties,

Wow factor

Ashley credits ToyTopic’s partnership with Wowwee as one of the key factors to the company’s strong launch: “We’re really proud of the relationship with Wowwee; that really was the catalyst to us being able to announce ourselves and say we’re here, look at this great partnership and look at the great products, and it sort of fast forwarded us as a business. It allowed us to jump about five years into the future as a new business.”

ToyTopic has also generated extraordinary results for its existing offering. Ashley furthers: “The Baby Shark toy range from Wowwee was already on the market and in the last year, we’ve doubled the size of the business and tripled the retail listings. We have a great working relationship with Paramount and to be able to take a significant range and double the business and triple the retail landscape has been a real highlight.”

Other achievements include an award nomination and boost in sales thanks to the recent heatwave. “Under the Wowwee relationship we launched the Hasbro outdoor games and we’re incredibly thrilled to have been announced as a Licensing Awards finalist in September for that range,” Ashley enthuses. “To be nominated for something you are part of and as a new business is amazing. Fingers crossed for the win, but just to be nominated is fantastic.

“Launching that range at retail, particularly given the heat we’ve had, has been amazing. It started off a little slow at the beginning of the summer, but with the heatwave, the orders on Amazon have come through thick and fast, so we launched at the right time.”

Despite the successes, ToyTopic is careful to remain

focused on its area of expertise. Ashley says: “We’re just carving out a bit of a niche for ourselves and finding opportunities that there’s not loads of people doing. We’re not trying to go up against the big guys, we’re still very small, but because we are so small, one of the positives is that we can move really quickly.”

Being small brings other benefits, too: “Because we only have a few different categories, we focus entirely on them, rather than having a thousand categories and a thousand brands where things can get diluted. There are benefits to working with large companies and small and at the moment, everything we are doing, we’re seeing the benefits of being small and nimble and quick.”

Looking to the future, Ashley concludes: “We’re planning to keep doing what we’re doing. At the moment, it’s going very well. Obviously we are shipping loads of product now for Q4, so fundamentally we need to make sure we deliver for that Q4 period. On that basis,

Crisis

Management

With inflation now at over 10%, energy costs and food bills sky rocketing, the cost-of-living crisis is intensifying.

LSB asked a selection of licensees what impact this is likely to have on the licensing industry as well as what positives the sector has in its favour in the run up to Q4.

“The challenging times we face of course should be a consideration for all companies involved in licensed products. Smarter businesses will thrive and not just survive by navigating and adapting their strategies aligned to retailers and customers wants (and needs). With household incomes being tight, many families will be carefully considering how and where they spend their disposable income with licensed products one of these considerations. I am a great believer of looking to draw out opportunities wherever there is a challenge, and

ensuring products are not only of optimum value, but also have new innovation, making licensed product stand out. Products that provide a solution to customer needs as well as ease of purchase should then remain of uppermost importance both for licensees and retailers.

As we move into the last quarter of the year insight suggests that buying patterns will change into more family and experiential purchases. This opens up a whole world of opportunity and possibility for retailers and licensees to partner together to create 'lifestyle' moments to drive sales into licensed product creating easy, fun, joyful, nostalgic and practical product solutions for families’ consideration.”

Martin Withers, sales director of Pyramid International

“Clearly everyone is going to be worried about rising prices and looming huge energy bills. It must have an impact on what people have available to spend. I think the industry needs to be mindful that this will hit a larger proportion of the population than other crises/recessions and the previously more comfortable middle section of wage earners is the one that arguably will be the most impacted and squeezed. Retailers may be tempted to look more at generic offerings to save some costs, but I firmly believe consumers will shop loved characters and franchises that make them feel good and part of a tribe. A generic butterfly design just doesn’t cut it vs being part of the Hellfire Club from Stranger Things. I think we all need to be mindful of our value proposition. Birthdays and gift events will still happen, but consumers will be looking for something that delivers something meaningful without it costing the earth. Pyramid is well placed with a wide blend of price points across our categories so we have something for everyone. We have lots of newness coming which will bring excitement to retail shelves and we have worked closely with key retailers to be part of some major Q4 activations which will tempt consumers to spend those gifting pounds with us. I’m sure the licensing content will keep coming and there is so much to be excited about from gaming, movies, streaming and nostalgia brands which people look to in times of trouble. I’m feeling positive!”

Inset: Piggybanks will be raided as the costof-living crisis squeezes.

Ruth Golightly, sales and design director for Blues Nightwear (part of Blues Group)

Inset: Ruth Golighty is bringing her retail nous to Blues in her new role.

Below: An outfit from Blues’ That’s not my… range that it developed for George@Asda.

Left: Martin Withers. Below: One of Pyramid’s VHS notebooks.

Anthony Duckworth, managing director of Dreamtex

“In the short-term, the negative press headlines have certainly had an impact on sales in Q2. Internet sales have seen a slight reduction, although we have seen an increase in more traditional channels of distribution.

Through the several recessions that we have seen, licensed products have proved resilient as pester power is still strong in the decision making process of the consumer. The appetite for new TV and characters on various platforms has never been stronger. Therefore, there is wider opportunity across the licensing industry to maximise consumer spending. Inflation will undoubtably have an impact, at least for the next 12 months or so but as retail prices stabilise, good licensed product will still sell Q3 and Q4 are of course the busiest time for our range of licensed product and we feel confident that the ranges we have here at Dreamtex - for example the England FA and preschool licences, such as Bluey - will see very good sell through this festive season. As we look ahead to 2023 we are seeing base costs stabilising which hopefully will make forecasting somewhat easier than 2022 and we’re excited for the prospects ahead.”

Mark Lindsay, commercial director of Cotton Division

“The cost-of-living crisis will definitely impact the licensing industry in more ways than one. The costs of manufacturing, materials, freight, petrol, gas etc will affect our end prices to the retailer which will be passed on to the consumer. The consumer, meanwhile, will also be mindful on how they spend their money while going through this situation.

The positives we have in our corner with Q4 fast approaching is we have the FIFA World Cup which will hopefully bring a feelgood factor. We’ve also upped our game in terms of licensed products by thinking outside the box and bringing new innovative products into the licensed market, as well as working with a lot of new brands who are new to licensing, which is a great positive as these brands wouldn’t have looked at exploring this in the past.”

Dan Grant, licensing director of Danilo

“Everyone is going through some very tough times at the moment and it’s set to continue for a while yet. Consumers will start making much more calculated decisions purchases, but that is obviously not specifically on licensed products.

From Danilo’s perspective, greeting cards and gift wrap will less impacted than some categories as they are lower priced items and consumers will still want to send cards and gifts for birthdays and Christmas.

Calendars and diaries may be more impacted where they are purchased as gifts or pick up items. However, many

Above: Mark Lindsay. Below: Dan Grant.

Above: Dreamtex is expecting a good sell through of its Bluey collection.

Below: Anthony Duckworth.

consumers still see a calendar and diary as an essential item each year, so I would expect that to continue to a certain level, even during these difficult times.

The biggest positive that licensed brands have is the marketing support that goes alongside them, to promote the brands and make them a desired item. This is especially important with kids, when they are creating their Christmas lists and specifying the branded items they want. I believe that consumer and retailers also value the strong brands and many consumers will rather invest in a higher quality branded item rather than something that may be at a lower price point and potentially of a poorer quality. So, the key thing will be carefully made decisions on purchases.”

Ashley Holman, md of ToyTopic Group

“Invariably as the crisis deepens as we enter winter and the allimportant Christmas trading period, the vast majority of the population will simply have less disposable income to spend on things like licensed toys. People will therefore naturally trade down price points, look for discounts even more and reduce their overall spend accordingly. It has always been important to show value for money in the ranges offered, but it will be crucial now for sure.

Big ticket items such as house moves, new cars, holidays are normally the first things people reduce down spend on and the hope is that people will continue smaller purchases to bring a little joy at an otherwise gloomy time period. By offering exciting brands at a value proposition we hope to continue to succeed the back half of this year.”

Valentin Ortiz, ceo of Storline

“In our industry raw prices have increased hugely - around 15%-20% - during the pandemic with no signs of them reducing. The current factors are more related to electricity, water supplies etc… that we have not passed to customers, though if the situation continues past Q4 we will need to impose price rises. We have been in the industry for 53 years and have to say that licensing is a security space during a time of crisis. Throughout 2021 and 2022 our sales actually showed growth. Licensed promotions bring consumers into retail and going by our current figures, we have a positive view for 2023.”

Above: Ashley Holman.

Left: ToyTopic’s Hasbro brands outdoor games are a lot of fun, something everyone needs.

Above: Strong licensed brands, such The Gruffalo, which appears here on a Danilo sound and motion card, will continue to resonate with the consumer especially when times are tough.

Left: Valentin Ortiz.

Livy Coare, licensing and marketing manager of H&A

“The licensed kids market continues to be a positive space for us and we expect it to stay that way. Our price points in the toiletries category are affordable and accessible, providing an opportunity for fans to engage with their favourite characters. The fun and familiarity of established brands resonates even more during challenging times.”

Ben Lowe, director of Roy Lowe and Sons

“The cost-of-living crisis is going to have a tremendous impact on the whole country across many industriesunfortunately for the licensing industry being heavily weighted towards the Christmas season, this year it will come just after families realise the full extent of the heating bill increases.

The power of much-loved brands has always stood the test of time, as families look for comfort, familiarity and joy in tough times. Hopefully retailers will all still buy into the power of stories rather than opting for non-licensed alternatives that may seem to offer a higher margin at the front end, but perhaps not achieve the sell-through and overall customer value and experience this Christmas. On Roy’s Boys, we remain optimistic that families will still want to enjoy Christmas festivities, of which our matching family socks and pyjamas are becoming quite the staple in a growing number of households.”

Phil Ratcliffe, joint md of MV Sports

“There is evidence to suggest that although parents cut back on discretionary expenditure during inflationary times the diminution is less when it comes to spending on their children Notwithstanding this, there will be some reduction in expenditure as families tighten their collective belts.

Licences, especially properties, should be further protected as they inspire trust and confidence in consumers and the fact that licensed sales in certain sectors are at their highest percentage share in over a decade seems to support the theory.”

Left: Livy Coare. Below: The Spider-Man gift range from H&A.

Right: Ben Lowe. Far right: Hey Duggee socks for all the family from Roy’s Boys.

Right: Phil Ratcliffe.

THIS IS ICONIC STYLE

Created to inspire the limitless potential in every girl, the Barbie Brand’s powerful Purpose is resonating beyond childhood more than ever. The original girl empowerment brand, Barbie is not just having a moment, she’s making the moment with no intention of slowing down.

Empowering the next generation to explore the wonder of childhood and reach their full potential.

©2022 Mattel.

THIS IS THE MONSTER FASHION BRAND

The spooktacular children of legendary monsters are back for a new generation! This fall, the Monster High fangtastic franchise comes to life in MONSTER HIGH: THE MOVIE, an all-new live action musical event and in a brand-new MONSTER HIGH animated series. Join Clawdeen WolfTM, Frankie SteinTM, DraculauraTM and the rest of the ghoul gang as they encourage kids to celebrate what makes them unique. Hallways filled with werewolves, vampires, sea creatures and more, at Monster High everyone belongs!

Empowering the next generation to explore the wonder of childhood and reach their full potential.

From Tomb Raider to Doctor Who, Stranger Things to Monopoly, immersive experiences are another way for brand owners to extend IP and also engage with existing audiences. And, as LSB discovers, the industry is only just scratching the surface of what immersive experiences could be and how they develop.

Experience economy

The importance and value that people put on shared experiences has arguably never been greater.

For brands, this has led to a host of opportunities and immersive experiences are fast becoming a major part of a 360-degree licensing programme.

“The brand owners we are working with are all looking for new ways to extend their IP and engage with their existing audiences,” says David Hutchinson, ceo of the Path Entertainment Group, which has partnered with Hasbro and Lionsgate to bring immersive attractions to the locationbased entertainment space. “We are only scratching the surface of what immersive experiences could be and how they develop. We see guests are eager to engage, and it’s about understanding what the next trend in the industry is and making sure you can deliver on that.”

Jumanji comes to Chessington

The company’s work with Hasbro saw the launch last year of Monopoly Lifesized, an 80minute experience in the heart of London.

David explains: “Given our experience in the theatre world, we realised we could offer something unique and find a great way to engage with audiences. As fans of escape rooms, puzzles and gaming, our producers developed a core concept that tackled the three biggest challenges we faced - how to ensure every player had something to do at all times; how to ensure a game didn't go on for three weeks; and how to make sure any game that covered those points still felt like (and was recognisable as) a game of Monopoly to our audiences. We used that

The world’s first Jumanji-themed land is bringing the Sony Pictures’ box office hit film franchise to Chessington World of Adventures Resort in spring 2023.

The £17 million development marks the world’s first themed land for the box office hit film franchise and the single largest investment in the history of the UK resort.

A first look at some of the proposed designs shows an entrance portal which is shrouded in the ominous and overgrown Jumanji jungle that dominates the development, creating an immersive starting point for guests as they prepare to take on a whole host of challenges.

The news follows a multi-territory exclusivity agreement between the Resort operator, Merlin Entertainments, and Columbia Pictures Location Based Entertainment, which was announced earlier this year.

Jeffrey Godsick, evp global partnerships and brand management and head of location-based entertainment at Sony Pictures Entertainment, comments: “After being entertained by the films for so many years, fans now have the chance to experience Jumanji in a whole new dimension and we are thrilled to be going on this exciting adventure with the creative team at Chessington as Jumanji further expands with its very own themed land.”

Inset: The Jumanjithemed land will be the single largest investment in the history of Chessington World of Adventures Resort.

Inset: As well as a new story developed with the series creators, Stranger Things: The Experience features a retail hub and photo-op moments.

Below centre: SAW will be a multi-room escape experience based on the eponymous film franchise.

Below: Path Entertainment Group created four unique life-sized Monopoly boards with actors playing hosts/game pieces.

concept to create four unique Lifesized Monopoly boards with actors acting as hosts/game pieces.”

The company is also now working with Lionsgate on SAW The Experience, a multi-room escape experience based on the eponymous film franchise, launching in October. “We have pushed and merged the boundaries between a traditional escape room and a more narratively driven immersive experience,” David continues.

Meanwhile, over at Troubadour Brent Cross Studios in north west London, Netflix is working with experience discovery platform Fever on Stranger Things: The Experience.

The experience had already seen record demand for tickets in New York and San Francisco, and it takes fans through a new story developed with the series creators, featuring some of the show’s most memorable settings and characters.

Afterwards, guests can explore Mix-Tape, a F&B and retail hub filled with photo-op moments.

“We know our Stranger Things fans will embrace the chance to be the heroes of the story, working alongside Eleven, Mike and the rest of the gang to fight the evil threatening to consume Hawkins,” says Greg Lombardo, head of experiences at Netflix. “Fans love losing themselves in the world when they

London’s Camden has been the site of a number of experiences this year. This includes a Tomb Raider Live Experience, thanks to Paramount’s location-based experiences team, plus Peaky Blinders – The Rise courtesy of Immersive Everywhere.

So, what does a good licensed immersive experience need to have? David offers: “It’s all in the title, guests need to feel immersed in the story you are telling them. Especially when working with a brand or an IP, there are certain expectations and ways guests and fanbases intend to connect with that property. Making sure that the experience feels like an extension of a licence isn’t enough; ticket buyers need to feel like they are really going through that journey and there is so much for them to explore.”

This is just the beginning for immersive experiences, and there is definitely an excitement around them in the licensing industry.

David concludes: “We offer an escapism across our locations, to enjoy your favourite brands differently. As the high streets start to recover post Covid, it’s never been more important than now for arts and leisure to play their role in giving people a reason to come back to our high streets.”

watch the show. Now, for the first time, they will be able to live out an episode from the series in real life.”

LicensingSource.net is the go-to resource for finding out what’s happening in the global licensing industry.

Including news, interviews and analysis, as well as an event diary, a hugely successful jobs board and more, The Source is the central hub of information for the worldwide licensing community.

The team behind LicensingSource.net has over fifty years experience in the licensing industry, and also own and organise The Licensing Awards, publish The Licensing Source Book Europe and an array of other market leading trade titles.

With an e-subscriber database of over 9,500 key contacts, advertisers can expect to receive high visibility, not only on the website, but also on the trusted daily news flashes and social media boasting a strong following.

For the very best information...

Jakki Brown jw@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk Ian Hyder ianh@max-publishing.co.uk

WildBrain CPLG is currently enjoying one of its best years yet, fuelled by not only the success of the brands it handles, but also by ambitious geographical expansion into key territories, the launch of its ASPIRE corporate and lifestyle arm, as well as structural changes to offer a more streamlined approach. LSB catches up with evp and md, Maarten Weck, to find out how the

touch

“Considering all the disruptions across the industry in 2022, this has been a remarkably strong year for WildBrain CPLG,” begins Maarten Weck, evp and md of the agency. “We see our growing ability to drive awareness and revenue for brands and IP as a testament to the resilience of our people and the strength of our business within WildBrain’s 360degree model.”

Maarten says that the global team has pulled together to deliver one of the company’s best years yet.

The company has grown across all lines of business this year, with multiple brands excelling and driving momentum, while it also launched its dedicated corporate and lifestyle arm, ASPIRE. The year has also seen WildBrain CPLG expand geographically and it now has 20 offices around the world, serving some 90 countries. Most notably, new offices have opened across APAC, while operations also expanded in India and North America.

“With our ambition to be a global licensing powerhouse working under the ‘glocal’ ethos, APAC was the biggest piece missing in our strategy,” Maarten explains to LSB. “We did our due diligence over the past three years and concluded that organic growth was the best route to ensuring our ‘glocal’ ethos would inform the DNA at the centre of our operation and service as we entered this massive market. Opening three offices simultaneously - in Singapore, Seoul and Taipei - while also expanding our Shanghai operations, has had its moments of challenge, but it’s also enormously energising.”

The agency is continuing to build in the region, expanding its teams across the

Inset: Sauber is just one of the brands handled by the agency’s ASPIRE division.

Below: Jakks’ toy range for Chip & Potato is due to launch later this year.

Inset: Maarten Weck, evp and md, WildBrain CPLG

four offices and bolstering its London HQ to further support APAC, and Maarten says that he sees “enormous opportunity” ahead.

“With Jianbo Wei as md for WildBrain’s overall China operations, and Michelle Hu as director of consumer products for China, plus veteran licensing professional Ben Peace newly hired as vp overseeing the rest of APAC, we have a very talented leadership team to steward us to great success at a rapid pace,” adds Maarten.

The Mumbai office – led by commercial director, Mangesh Hande - was established in 2021 and, in addition to building the sales and retail teams, WildBrain CPLG has focused on product development, as it requires a different approach in India from the rest of the world. Maarten adds: “The team is getting a lot of traction and is in growth mode. The population of the subcontinent is considerable, and the social economic outlook is very promising for the development of the licensing industry in general and our office in particular.”

The US operation –

led by Jasen Wright, vp North America – has also made great progress this year, with an expanded team and a presence on both the East and West coasts. “As the US is such a different landscape to EMEA, we need to focus more on the key retailers in order to deploy a successful CP programme as part of our 360-degree brand strategy,“ explains Maarten. “This year, a lot of great deals have been closed and new representations signed in the US, and our momentum is continuing to build.”

As well as geographic expansion, the agency is also focusing on the diversification of its business.

ASPIRE – led by commercial director, Victoria Whellans - is a good example of this, while there is also further news coming. “By way of a sneak peek behind the curtain, I can say that we’ve started developing a new division to handle LBE,” Maarten teases. “We’re at the early stages of building teams in the US, EMEA and APAC to drive forward with this opportunity and have already seen some early successes.”

Adapting swiftly to the ever changing licensing industry has been one of the keys to WildBrain CPLG’s success, Maarten believes. On top of this he also cites being part of a 360-degree company and investing in growth: “These things have all been integral to our longevity, but the real key to our success is our people. We have so many talented teams across the globe. Without them, the great work we produce would not be possible,” he concludes.

Above: Peanuts is among the brands which have helped to get the APAC region off to a strong start.

Below: Teletubbies has reached the 25year milestone this year.

Below: WildBrain CPLG and SEGA are building a strong merchandising campaign for the upcoming Sonic Prime series across key categories.

Hashtags and the fan-gags

TikTok is a place where Gen-Zs like to hang out and share videos of one another doing nothing constructive. But don’t let that put you off, it’s also a hotbed of emerging creativity that just might send you viral. LSB takes a look.

In early summer, Licensing Source Book set out to explore the relationship between the short-form video social media platform TikTok and the world of character and brand licensing. The set up was perfect.

A trend known as ‘the GentleMinions’ by which gangs of teenage boys marked the release of Universal’s Minions: The Rise of Gru by arriving at screenings dressed in their best suits, was sweeping cinemas around the world.

While those cinemas did their best to discourage this ‘anti-social behaviour’, the trend was met with – albeit distanced –acknowledgement from Universal itself.

Within eight days of the release of the film, the social media obsession

Above: Between January and July 2022, 15% of teens aged 13 to 18 said TikTok was their favourite app, says The Insights Family.

Below : The ‘GentleMinions’ generated a raft of coverage across the mainstream media, including NBC News in the US, while Universal Pictures acknowledged it with a tweet.

surrounding it catapulted the total franchise’s global box office earnings past $4bn giving rise to #minionscult and a total ‘TikTok takeover’.

Minions: The Rise of Gru took $125 million domestically in its opening weekend, shattering all previous Fourth of July box office records. It was a triumph manufactured, not by marketing ploys and big budgets, but by the public itself.

Universal Pictures’ only statement amid the TikTok explosion was a two-line tweet that said: “To everyone showing up to @Minions in suits: we see you and we love you.”

GentleMinions activity has since been relegated through the Google search pages, overtaken by new TikTok headlines:

issues of data harvesting, ecommerce in the EU and some trend about Pink Sauce, raising questions about the flash-in-the-pan lifespan of social media popularity. Can it be a sustained form of marketing? And – as a tool designed to churn out viral video after viral video - how effective is TikTok at delivering brand longevity?

First, let’s address the fact: TikTok’s curve of relevance is rising. According to the UK communications watchdog, Ofcom, 7% of UK adults now use the platform as their primary source of news, while for teenagers aged 12 to 15, Instagram has now surpassed BBC One and BBC Two as the most popular news source, closely followed by TikTok and YouTube.

However, these users aren’t accessing information from traditional news outlets on TikTok but from other TikTok users themselves.

The Insight Family’s Yennah Smart, tells us: “1 in 4 TikTok users – around 37% - are actively posting their own videos on social media and kids are empowered by the creative aspect of the app as they become creators themselves. Between January and July 2022, 15% of teens aged 13 to 18 said TikTok was their favourite app, making it the number one app for the age group. In the 6 to 12 age bracket it is the number three favourite app.”

In an interview with The Guardian, Emily Hall, a campaign manager at Fanbytes, explained that “TikTok shouldn’t be viewed only as an entertainment platform. It is an active participant in popular culture, with people using the platform to be updated on social movements and news affairs.”

Look at the speed at which large groups of teens were corralled to suit-up for the #GentleMinions trend, helping #minions hit some 8.9 billion views by the end of it. Now that’s a social movement. “The TikTok platform is great for virality, as you can reach a wider audience including those who are not seeking out your brand specifically, as long as you’ve got your metrics right,” says Yennah. “When asked what type of videos UK kids aged 13 to 18 watch on TikTok, the number one genre was comedy, second was influencers and third was animals and pets.”

Yes, influencers remain relevant. In fact, ADK Emotions – keeper of the Beyblade property – has cemented its commitment to influencer collaboration as TikTok “becomes a key tool in its international market growth plans.”

The latest addition to its ‘digital ecosystem’, Beyblade’s official TikTok channel has been launched to ‘embrace the consumer demand for shorter form content’ while targeting a cross-generational audience with footage from the Beyblade content archive as well as a programme of product unboxing and ASMR content.

Simultaneously, ADK Emotions “will remain committed to collaborating with Beyblade influencers, including Osvaruto in Mexico and Beyblade Geeks in Canada to promote the animation and content, new toy concepts, as well as updating fans on any brand related news.”

It makes sense, considering these are local channels delivering combined audience figures of over 270,000 followers and some 3.3 million likes. But what guarantee is there in converting those big audience numbers into sales? Didn’t TikTok only recently launch a live shopping feature for brands?

Yes, it did. But it flopped. TikTok has now abandoned plans to expand the live ecommerce initiative in Europe and the US following a trial launch in the UK that simply failed to gain traction with consumers.

Called TikTok Shop, the initiative was launched in the UK last year. It enabled brands and influencers to broadcast live and sell products to viewers. The plan was to roll the feature out in Germany, France, Italy and Spain this year before expanding into the US.

However, the platform has admitted “the market just isn’t there yet. General consumer awareness and adoption are still low and nascent.” For now, then, TikTok’s biggest potential appears to be in audience engagement. Yes, in the hands of TikTok creators its content is wild and unpredictable, but also endlessly creative. And that creativity has led to some of the biggest headlines this year.

Below left and right: TikTok has become a key tool for the Beyblade brand.

Fashion

forward

The theme for Brand Licensing Europe this year is

relationships that can be forged between brand owners and fashion manufacturers and retailers.

With a rise in high profile fashion collaborations and 360 campaigns for fans of a huge range of properties, LSB catches up with some of the key licensors in the area to find out more.

Aperfect storm of circumstances has bought about the increase in licensed fashion collections.

Social media has played a part, a desire for nostalgia and an increasing need from fashion companies to demonstrate a point of difference and stand out.

Jon Spalding, senior manager, consumer products, Mattel explains: “We are seeing a significant rise in the role of nostalgia in pop culture. Adult consumers often have a strong affinity with a character brand, usually from their childhood, and licensed collections allow them to reminisce through products other than toy. Wearing licensed product has become a strong statement about the brands you love, but also about you.”

Right: Smiley brings its image, values, creativity and design, while its partners bring their own expertise and values.

Below: Perfetti Van Melle believes brands need awareness and an emotional link with its consumers to create a connection and work as a fashion collection.

Social media plays its part too, as Nicolas Loufrani, ceo of Smiley, tells LSB: “With the development of social media, big brands and big retailers are now communicating with an audience on a daily basis. Before you used to have two big campaigns and two catwalk

shows per year. Now, if people follow you, they want to see something from you every day and it has to be relevant and noteworthy. You have to tell them stories.

“Even if you have the best design team in the world, there is a limit to what you can create, so using licences is a great way to tell stories and to engage with consumers and create product with an interesting identity which is usually a fusion of what you do as a brand or retailer and the DNA/identity of a licence IP.”

It’s all about that point of difference for Christine Cool, group licensing manager at Perfetti Van Melle: “Today it’s very difficult to stand out in the crowded marketplace. One of the ways to do that is to create elements of surprise by introducing iconic brands and properties that consumers understand and can relate to. Fashion companies recognise that licensing offers a powerful way to grow brand awareness and build image.”

Certain brands work better as

The River Island x Barbie collection for girls covers footwear, nightwear, and daywear. Left: Chupa Chups is a key brand for fashion collaborations for Perfetti Van Melle.

fashion collections and there are key factors which translate well. Mathieu Galante, licensing director EMEA, The Pokémon Company International, explains: “The brand needs to have a broad appeal for all demographics and a global reach.

“When it comes to the products, you also need to be innovative with your designs and styles, while keeping on-trend and always remaining true to the brand’s DNA. Consumers today are too savvy to accept products that aren’t authentic and credible for the brand.”

Ensuring there is plenty of content is also key. “We constantly innovate,” says Nicolas. “We bring clear and strong brand values, design directions, marketing and retail campaigns. We create and develop with our partners, it’s important to work with companies who share our ethos.”

Christine furthers: “What’s relevant to us is that our partners are willing to create unique proposals with our brand that can fit in the market landscape of the moment. We like partners who go the extra mile to understand the DNA of our brands.”

Once launched, the collections benefit greatly from something different. Jon tells us: “Point of difference is very important along with value for money. Money can’t buy experiences and immersive interactions that keep the consumers engaged and encourage repeat purchase are key.”

Opinion is more split when it comes to the target audience. A wider approach is favoured by Nicolas: “Brands should be in different market segments and at different price points if they have the legitimacy to

Charli Cohen x Pokémon

This collaboration saw ‘sensational success’ with a foray into the metaverse, which created an innovative virtual store – a first of its kind immersive experience giving exclusive access to the Charli Cohen x Pokémon collection.

Mathieu comments: “IRL, Selfridges London exclusively showcased the collection in a dynamic space for two weeks from launch, including an extraordinary digital treasure hunt. Once purchased, consumers could access exclusive Snapchat filters attached to each garment, whilst also being able to use Snapchat’s AR technology to digitally wear the garment. Each piece also had a QR code keyring, which activated a Pikachu AR experience.”

do so, if there is a strategy behind it, especially for the upper tier. I’ve been following brand anniversaries for years and the reality is most of them have a maximum of three collaborations on an anniversary year, while a brand like Smiley we had 65 collaborations for our 50th.”

Mathieu says: “As a global brand which appeals to all demographics and genders, we really need to be catering to all their needs. We’re also conscious that we must adapt our offering not just by age and gender etc, but also by markets. It’s a fine balance – you must be relevant to the new generation of fans without alienating historical fans. It’s very challenging, but this is what makes our job exciting.”

Christine agrees, but believes exclusive partnerships can also boost brand image: “A brand should always make sure to talk to its core consumer target, but on the other hand, a strong brand can reinforce its image by doing out of the box collaborations and limited editions that are more exclusively priced and can reach a larger target as these will help to keep creating buzz and to innovate.”

When explaining fashion as the theme for BLE, Anna Knight, svp licensing for Informa Markets, sums up perfectly: “Fashion is an incredibly exciting space to be in right now. The impact it can have on brands, and brands can have on it, is endless.”

Left: The Charli Cohen project featured heavily on Selfridges and Charli Cohen’s social media platforms and the retailer’s homepage with a dedicated page takeover.

Below: 250 Longchamp stores worldwide were Pokémon branded and further activity included stylish pop-ups and events, including an in-game Pokemon GQ event during London fashion week.

Above & below: The 50th anniversary Smiley campaign.

Welcome to

the show

“The mood in the camp is buzzing,” begins Anna Knight, svp licensing at Informa Markets, when asked how the BLE team is currently feeling as the show nears. “We’re still coming down from the high of returning Licensing Expo to an in person event, plus everything is looking brilliant for BLE: the content is first class, we have a fantastic exhibitor line-up, registrations are strong, the fashion theme is everything we’d hoped for, and we’re launching a few new bits, too.”

Over 200 exhibitors will be setting up on the show floor at ExCeL from 20-22 September. Among these are a host of newcomers including Chefclub, Dreamcatcher Licensing, Formula E, Hang Ten, Jazwares, Bean Team, Fanatics, Moonbug and DFB German Football Federation to name just a few.

“[Having new companies sign up is] so important for the show because a key priority for

our visitors is to discover what’s new, so it’s brilliant to have new brands and new companies to introduce them to,” says Anna. “And it’s important for the licensing industry generally because a lack of new blood and innovation leads to stagnation, and no one wants that. We want creativity, agility, disruption and collaboration to drive the business forward.”

You will already be aware by now that this year’s major activation is the catwalk, making it the pinnacle of BLE’s fashion theme. There will be nine catwalk shows over the three days featuring Mattel, SEGA, NBC Universal, Sony Interactive, IMC Toys, 9 Story Media, Kornit, WildBrain CPLG, Perfetti Van Melle and Pink Key Licensing. There will be branded and category-specific catwalks, as well as others focused on brands and lifestyle collaborations, kids, food and beverage, entertainment collaborations, culture and unity (see separate box out) and sustainability.

The fashion theme also runs through the show’s educational content, with Richard Dickson,

Inset: Over 200 exhibitors will be setting up on the show floor at ExCeL from 20-22 September.

LSB catches up with Anna Knight, svp licensing at Informa Markets, as the clock counts down to Brand Licensing Europe 2022.

Inset: Richard Dickson, president and coo at Mattel, will be delivering the day one keynote –Barbie x Fashion.

president and coo at Mattel presenting the opening day keynote – Barbie x Fashion. The day two keynote is the Leaders Panel: Building a Post Pandemic Retail and Licensing Strategy, while day three’s keynote forms part of the show’s sustainability and DE&I day and will focus on brands with purpose.

Elsewhere, the character parade is back on Tuesday and Wednesday, while the Kelvyn Gardner License This competition finale returns, but this year there’s a twist. The Product Design category is now open to entries from students and the final will be at 11am on day one, followed by the Brand & Design and Category & Animation showdowns at 10:30am on Thursday 22 September.

For first time visitors to BLE – and those who are new to licensing altogether – there will be free orientation sessions and show tours on Tuesday and Wednesday mornings. These have been designed to help visitors enjoy the best show experience possible, meeting people and participating in content that’s matched to their company’s needs.

Anna also has the following advice for first timers at the show: “We would suggest they also take a look at the Licensing U programme in partnership with Licensing International, which is a comprehensive educational programme designed for those new to licensing, including five, online content sessions taking place before BLE plus

Culture and Unity

Inset: Products of Change will once again have a major presence at the show, and day three is dedicated to spotlighting sustainability and DE&I initiatives.

Below: Anna Knight, svp licensing, Informa Markets.

concierge assistance to pre-book meetings and networking opportunities during the event. “Plus visitors should register for a free pass now and start using the online platform to search for brands, product categories and companies and get those meetings booked in before they miss out.”

Retailer registrations are also looking strong, with Anna saying the show is better connected than ever this year thanks to the appointment of Laura Freedman-Dagg as its first head of retail, as well as the success of the Retail Mentoring Programme, which has been a labour of love for Keith Pashley, and the first Brand Licensing Retailers’ Academy, which focused on kids licensing.

Anna concludes: “I’m so proud of what the team accomplished in 2021 given we were still facing Covid-related restrictions, which prevented some visitors and exhibitors from attending and also impacted the onsite experience – albeit minimally. Everyone was so happy to be back in person and the feedback was amazing, and our goal this year is to build on that so that visitor and exhibitor numbers are closer to the phenomenal levels achieved in 2019.”

The Culture & Unity catwalk show is aiming to be an unmissable showstopper during the event’s Sustainability, Diversity, Equity & Inclusion Day on Thursday 22 September, with Black and LGBT+ designers, fashion, models and crew – some coming to BLE fresh from the London Fashion Week runway.

Black diversity, equality and inclusion sits at the heart of the 15-minute catwalk, taking place at 10am on the final day of the show. It will feature four unique runway shows from Black Lives Matter and three designers from the Black community, as well as a DJ playing Afro beat and hip hop music to set the scene, a LGBT+ dance performance and African tribal drumming.

Curated in partnership with Black Lives Matter Licensing and founder Saphia Maxamed, the catwalk will bring the Fashion UK Black Lives Matter collection to life. The show will aim to highlight real people and what Black community really looks like.

Right: The catwalk will feature four unique runway shows from Black Lives Matter and three designers from the Black community.

First Class

A host of companies will be exhibiting for the first time at Brand Licensing Europe from 20-22 September. LSB catches up with two newcomers to the show floor to find out more on their plans and why they see the event as vital to their brands’ growth.

foundations”

“Jazwares is on an amazing growth trajectory as one of the world’s premier toy licensees, bringing the industry’s biggest entertainment properties to life while also cultivating and expanding our own IP,” Sam Ferguson, senior vp global licensing at Jazwares, tells LSB.

“Squishmallows, our leading global plush brand sensation, has been a key growth pillar and BLE opens the door for new category expanding opportunities. At BLE we will have a dedicated Squishmallows booth with the aim of introducing outside categories to the phenomenal Squishmallows lifestyle. We want to explore innovative ways to collaborate with new partners who can authentically bring the brand to life.”

The appearance at BLE follows on from the dedicated Squishmallows booth at Licensing Expo in May, and Sam explains that the company will be looking to create a similar colourful lifestyle experience at ExCeL. “We intend to show the UK industry the power of the brand and how they can be part of it in their own unique ways,” he says. “We saw huge fanfare in Vegas and expect to see the same interest in London, so will be ensuring we have a bookable meeting schedule as well as giving attendees the ability to take an initial look around to gain a deeper understanding about the brand and its DNA.”

Sam and the team will be catching up with the current family of licensees,

discussing how their programmes can be expanded in 2023. In addition, it will be opening the door to explore new licensed partnerships, retail attendees and agents.

Jazwares launched its Squishmallows global licensing programme last year in the US and it is now looking forward to debuting an extensive UK programme, with some key product launches in Q3/Q4.

“We are teaming with some of the biggest names in consumer and lifestyle products including Bioworld, which is bringing a fantastic range of branded apparel and accessories; Character World with a cosy range of bedding; HarperCollins Publishers offering the Squishmallows Collectors Guide; Aykroyds and TDP Textiles with nightwear, loungewear, swimwear and underwear collectively; and Crackerjack UK launching Squishmallows lip and nail products,” says Sam.

Seven new licensees will be announced at the show, while there will also be a focus on speaking with new licensees which can offer meaningful collaborations across food and confectionery, as well as live events, publishing and home

Longer term, the aim is for Squishmallows to be an established lifestyle property across all of the brand’s touchpoints. “Squishmallows are a true phenomenon, we have something really special with this brand and our aim is to cultivate it for long-term success,” concludes Sam.

Jazwares can be found on stand B200 at BLE.

Right: Squishmallows saw “huge fanfare” when it exhibited at Licensing

Left: Sam Ferguson, senior vp global licensing, Jazwares.

“We are building solid

Cooking up a storm

Chefclub started in 2016 with a video on how to cook a croque monsieur, filmed in the founders’ kitchen. Since then, the brand has become something of a force in the food entertainment and content industry.

On social media, its videos are viewed 2.5 billion times a month by 100 million subscribers worldwide (half in the US and UK), and that base is increasing thanks to recent deals with Pluto TV (US, LatAm, Spain, UK and France) and Samsung TV France.

“We are now the leading cooking brand on digital platforms and are expanding our scope beyond social media into FAST and AVOD to increase our exposure and audience,” says MarieLaure Marchand, svp global consumer products and business development at Chefclub. “It’s a good time to exhibit as our brand is well established and our catalogue of shows has diversified so much that it gives our licensees lots of inspirational content with tremendous business opportunities. Also our focus on kidswith an animated series and two short hybrid concepts in development - will open interesting new licensing opportunities.”

Marie-Laure is looking to expand the Chefclub Kids and Chefclub brands across the publishing, toys and games, food, homeware, live event and promotions categories, while she is also excited about markets outside of France where the brand has a strong base, including the UK.

Existing deals include a global partnership with Groupe SEB on the Chefclub by Tefal range. The collection of over 50 skus launched this spring across Europe and covers cookware, utensils and small domestic appliances.

Chefclub also develops its own line of cookery books and other products for kids. It has 25 self-published cookbooks that have sold over 700,000 copies, while its Chefclub Kids catalogue includes over 27 cookery sets, with step by step illustrated cookbooks, measuring cups, utensils, kid friendly knives and more. The products are available at retail in France, with over 250,000 of the kits having been sold so far. When asked what makes Chefclub stand out as a brand, Marie-Laure responds: “We are a family cooking brand, we offer a unique experience by proposing creative recipes with ordinary and affordable ingredients that bring everyone together in the kitchen. We offer a fresh, new take on family cooking empowering children to get creative and be independent in the kitchen, while discovering healthy eating habits. This is a very strong brand proposition.” When it comes to longer term aims for the brand, Marie-Laure is very clear: “We’d like to extend our scope in the UK, as well as North America. The US viewership has grown very quickly so I’ll be looking for a strong agent with experience in food and lifestyle brands. Ideally, I would like to get loyalty promotions running in the key European territories and develop our experiential events in Europe, the US and China. “And last but not least, we will have launched our new animated series by then and my goal is to have a top master toy partner on board and all key categories covered internationally,” she concludes.

Chefclub can be found on stand A190 at BLE.

Top: Marie-Laure Marchand, svp global consumer products and business development, Chefclub.

Left: The company will be looking to expand Chefclub Kids and Chefclub across a raft of categories.

Destination,

London

SEGA

Stand A161

The SEGA licensing team is planning its biggest ever presence at this year’s show, with the video gaming giant’s flagship IP, Sonic the Hedgehog, taking centre stage.

The ‘Blue Blur’ has had an incredible year, which has seen the launch of new games, licensing partnerships, collaborations and a global hit movie which has taken in excess of USD400million at the box office

The licensing team will be presenting the latest content, creative and marketing plans to its new and existing partners and industry colleagues. SEGA is also participating at the planned fashion catwalk event. Confirmed as a Platinum sponsor, it will be showcasing the best of its fashion and lifestyle products, underlining the strong designs and innovation to have come from collaborating with some of the industry’s leading designers, retailers and licensees worldwide. SEGA has enjoyed great success in this category of licensing for many years, with collections launching across mass, mid-tier and high-end and luxury retail.

Hasbro

Stand A211

Hasbro will be aiming to showcase its ‘brand blueprint’ in action at ExCeL.

Key brands on display will include Transformers, with the new animated kids’ series Transformers: Rise of the Beasts due for release in 2023, as well as the first Transformers and My Little Pony hotel coming soon.

For Dungeons & Dragons, Hasbro will be looking to build on the reveal of the first ever toy line, as well as gearing up for the 2023 Dungeons & Dragons: Honour Among Thieves theatrical release.

Preschool powerhouse, Peppa Pig comes to the show hot on the heels of successful content releases like Peppa’s Clubhouse, as well as the opening of the first US theme park. The brand will also be marking its 20th anniversary in 2024, and no doubt early discussions will be taking place with partners.

New content for My Little Pony will continue to drop on YouTube and Netflix, with the brand celebrating its 40th anniversary in 2023, while NERF will be arriving following the brand’s first ever mascot introduction with Murph and major LBE openings with the NERF Action Xperience centres and NERF Theme Park Land.

Finally, the Monopoly Lifesized Experience will continue to be a major talking point, as well as a new promotion with McDonald’s.

Inset: Sonic will be taking centre stage for SEGA at the show.

Below: Hasbro will be showcasing its ‘brand blueprint’ in action.

three days of Brand Licensing Europe at London’s ExCeL.

Acamar Films

Stand A201

Bing recently launched in the US with a bespoke American version on Cartoonito and HBO Max, while Acamar also appointed a new licensing agent to drive strategic Bing licensing and retail programmes in the US and Canada.

In Europe, the preschool brand continues to grow in the experiential space. The first themed rooms have launched at Alton Towers’ CBeebies Land Hotel in the UK, while in Benelux the successful theatre tour, Bing is jarig (Bing’s Birthday), continued and will return with more performances in autumn/winter 2022 and spring/summer 2023. For Italy, Bing’s partnership with family theme park Leolandia also continued with meet and greets, plus mini show performances. Acamar also bolstered its audio and digital content for UK audiences. This year saw the launch of Bing audio stories and songs with tonies, an interactive story for the CBeebies Storytime app and ‘playtime music’ for the ‘Bing Time’ Alexa Skill.

There are also plans for Bing to roll out in new markets in Europe, Asia and the Americas in 2023 and beyond.

Above: Preschool hit Bing is building its presence in new territories.

Penguin Ventures

Stand C170

2022 has been a big year for Penguin Ventures with some important anniversaries. Peter Rabbit is celebrating his 120th birthday throughout the year with a high profile purpose-driven campaign, while 2023 also presents a unique opportunity with the Year of the Rabbit

BBC Studios

Stand C180

Preschool hit Bluey is sure to be a popular draw for BBC Studios. The show recently made its season three debut globally on Disney+, while free to air broadcast partners in territories including the UK, France and Italy are also beginning to air season two on their platforms. Meanwhile, much excitement is surrounding Doctor Who as fans prepare for the Thirteenth Doctor’s final episode and to welcome back showrunner Russell T Davis, who will introduce the new Doctor, Ncuti Gatwa. Doctor Who will also mark its 60th anniversary in 2023 with fan favourites David Tennant and Catherine Tate returning for the celebrations.

In addition, the multiple BAFTA and Emmy award winning Hey Duggee has recently returned to screens with its fourth series and is due to take to the road, with Hey Duggee The Live Theatre Show beginning its tour of the UK this Christmas.

Below: Bluey will be a major draw at the show for BBC Studios.

Below:

The company is also planning two key milestones for The Snowman animation and ten years of The Snowman and The Snowdog. Penguin Ventures will be looking to talk to licensees about plans to embed these frosty friends as a core part of yearly festive family celebrations. In addition, 2023 will also see the 100-year anniversary of Cicely Mary Barker’s Flower Fairies. The illustrations will be showcased on the stand alongside preschool brand, Spot.

2023 marks a unique opportunity for Peter Rabbit with the Year of the Rabbit.

Warhammer Stand B191

Below: Warhammer will use its franchise strategy for further growth.

The world’s largest and most successful hobby miniatures brand, Warhammer’s licensing programme includes a packed slate of video gaming releases, along with apparel, accessories, fine art, homewares, card and board games, collectables and other consumer products.

The strong growth of Warhammer over the past 12 months means the brand is perfectly placed to take advantage of the exponential demand for sci-fi and fantasy IP. It is planning to do this through its franchise strategy, with each franchise anchored to a triple-A video game or entertainment project that will appeal to a wide audience. This will ensure that for each franchise there is both high awareness and engagement as products hit shelves. The next two franchises are Warhammer 40,000 Darktide and Warhammer 40,000: Space Marine 2. 2023 also marks the 40th anniversary of Warhammer, with plans to mark the milestone already underway.

Carte Blanche Group

Stand D165

Below: Me to You consistently ranks in the top three brands in key categories.

2022 has seen the licensing programme for classic sentiment brand Me to You continue to expand. It now has a presence in 110 countries globally and consistently ranks in the top three brands in key categories including apparel and print on demand.

Tiny Tatty Teddy, meanwhile, is CBG’s bestselling nursery brand, with opportunities for licensing across numerous categories. CBG has partnered with children’s charity Ickle Pickles this year, creating plush to support its work.

The company’s humorous greeting card will also be on display including Violent Veg, Cards for Horrible People and Say It To My Face. Hotchpotch also goes from strength to strength. New lines for 2022 include the Frida and Orion gifting ranges.

Walker Books Stand D175

Sales across Walker Books’ Guess How Much I Love You, We’re Going on a Bear Hunt and Maisy brands continue to grow and have now reached over 100 million copies.

September will see the publication of We’re Going on a Bear Hunt book and toy gift set, as well as the new tonie. Summer 2023 will also see Leeds play host to a free art trail, with Walker Productions/Lupus Films collaborating with Leeds Hospitals Charity and Wild in Art.

Following the sad passing of Sam McBratney, the creator of Guess How Much I Love You, a new permanent visitor attraction will be launched in autumn/winter 2022 in his hometown of Lisburn, Northern Ireland in his memory. Walker Books will also be sharing a new style guide and refreshed assets.

The brand also continues to grow in Europe. Euro Lizenzen in Germany has renewed licenses with arsEdition GmbH, POS Confectionary and Kuchle. A DTR deal with bookstore Thalia for homewares will be in stores in SS2023. In Benelux, License Connection has secured deals with Bekking & Blitz, plus a consumer loyalty programme through September and October with 320 COOP supermarkets in Holland.

Finally, September sees the publications of Maisy Circus Show and Maisy’s Snow Day, with new deals for the UK to be announced soon.

Above: The Guess brand continues to grow in the UK and Europe.

Below: Jurassic World Dominion has grossed more than $800m at the global box office.

Universal Brand Development Stand A171

Following the success of Jurassic World Dominion - which has grossed more than $800 million at the global box office - a celebration programme marking the 30th anniversary release of the original Jurassic Park in 1993 is planned for 2023.

Meanwhile, the world’s most successful animated franchise shows no signs of stopping with the newest instalment, Illumination’s Minions: The Rise of Gru setting opening weekend box office records. Fans can look forward to more mischief from the global icons with the upcoming release of Despicable Me 4.

From the DreamWorks Animation portfolio, Trolls 3 is hotly anticipated, while new content from How to Train Your Dragon is making its debut. From the TV side, DreamWorks Gabby’s Dollhouse sees its new episodes consistently rank among Netflix’s top ten kids and families titles.

The company will also be showcasing its U-Vault archive of favourites from across more than 100 years of film and TV. This includes the 40th anniversary of E.T the Extra-Terrestrial this year and, in 2023, anniversaries for Scarface and JAWS.

The Pokémon Company International Stand

B121

Pokémon returns to BLE with its biggest ever stand, just weeks after the venue hosted the 2022 Pokémon World Championships – the first time the event has been held in Europe.

Inset: Pokémon will have its biggest ever stand at BLE.

Pink Key Licensing Stand

B273

Alongside the expanding programmes for Pringles, SLUSH PUPPiE, Vimto, Pan Am, Jane Asher and The Laughing Cow Key’s roster now includes the recently signed with its notorious front man The Animal well as a programme focused wholly on sustainability for Quorn

The agency will be looking for retail and licensee partners for food and nonfood collaborations across Europe.

An outstanding 25th anniversary year saw Pokémon win Best Gaming Licensed Property at the 2021 Licensing Awards and become the fifth biggest licensor in the world (according to License Global’s Top 150 Licensors).

This year, master toy partner Jazwares launched its biggest ever range with new products including an Electric Charge Pikachu and the recently launched collaboration with Pokémon x Squishmallow Pikachu and Gengar plush. Funko also added to its growing range of collectables, while Mattel’s Mega Construx range of construction toys continued to build sales. Ravensburger will also launch its first Pokémon sku in its Painting by Numbers range.

On top of this, a host of global fashion and accessories collaborations were confirmed this year including a link up between ASOS and Poetic Brands for a 38-piece collection.

Jazwares

Stand B200

The brands will be featuring as part of the catwalk fashion feature, with Pink Key hoping to demonstrate how flexible partners can be with the array of art and imagery that each brand has in its varied style guides.

Of particular interest are potential partnerships for the brands with either retailers for specific brands or brand collaborations.

Jazwares will be promoting its successful plush brand Squishmallows at the show, as it looks to grow it into a global lifestyle property.

The company is eyeing up collaborations from a cross section of categories including health and beauty, home goods, apparel and novelties among others.

This builds off phenomenal growth in 2021 when the social media sensation saw its content generate over seven billion video views on TikTok and @squishmallows (and related hashtags) tagged in more than one million Instagram posts.

UK Squishmallows sales have doubled in 2022 to become one of the fastest growing properties on NPD. This year has also seen Squishmallows take the US toy industry’s top honour, the Toy Association’s coveted overall Toy of the Year award, while also hitting the milestone of 125million+ plush sold globally

Above: The Animal will be strutting its stuff at BLE.

Below: Jazwares is aiming to turn Squishmallows into a global lifestyle property.

The Copyrights Group

Stand B180

It’s certainly been an exciting year for Paddington –after all, not many characters can say they’ve had tea with the Queen.

The second series of The Adventures of Paddington has launched, with a third in development. International TV tie-in highlights include the first Paddington McDonald’s Happy Meal promotion in the UK; a branded hotel promotion in Hong Kong; a new promotion with Coop in Holland; plus educational toys from Clementoni in France and Italy.

There are also new experiential offerings including an outdoor seasonal experience which launched this summer in Scotland, plus the first Paddington experience in Hong Kong, which is due to launch in 2023.

Two new agents – WDR in Germany and K2S Media in the Middle East – are on board, while the UNICEF partnership has expanded to seven countries.

In addition, Copyrights is continuing to develop Mush-Mush & the Mushables, Dragonmania, Father Christmas and Country Diary

Lisle Licensing D177

Lisle Licensing believes it has its strongest portfolio to date at this year’s show.

Gaming brand Tetris will be celebrating its 40th anniversary in 2024 and is a key focus in creating aspirational licensing opportunities.

Lifestyle duo, Style Sisters will be at BLE promoting their new ranges and Lisle will be looking to expand into new categories for 2023. Art and design brand, Kate Smith Company will be attending the show for the first time, looking to build on successes with Moonpig, Hallmark and Carousel.

In children’s entertainment, Lisle is meeting with potential new partners for Milkshake! hit, Milo, as well as the CBeebies recent ratings success Pinocchio and friends from Rainbow Group, as well as long-standing favourite, Masha and the Bear

Newcomers to the portfolio include artist Lucia Heffernan, Happy Nappers, former GB Olympian surfer Laura Crane and mumpreneur Lillie Farrow – who will be launching her brand, Lil’s Kitchen – are also focuses, as well as Nitro Circus, Shoot, The Mirror Archive and Andy Capp

Magic Light Pictures

Stand C205

Magic Light’s tradition of producing popular family films for Christmas continues this year with The Smeds and The Smoos starring Bill Bailey, Meera Syal and Rob Brydon, which premieres as part of BBC One’s festive schedule.

Formula E

Stand D250

The fastest growing motorsport series on the planet, ahead of the 2020/21 season Formula E gained World Championship status to become the ABB FIA Formula E World Championship.

Formula E’s founding mission was for its race through the streets of the most iconic cities in the world - with a grid full of the best racing drivers and teams around - to show just what sustainable mobility was capable of, driving electric vehicles to the fore in the race for a better, cleaner future.

Since making its debut in the grounds of the Olympic Park in Beijing in 2014, Formula E has grown into a global entertainment brand with motorsport at its heart. Now, with 12 teams and 24 drivers on the grid, the championship has become a destination for the world's best motorsport teams and racing talent.

As well as managing the character brands based on books created by Julia Donaldson and Axel Scheffler, Magic Light also launched its first ever TV series last year. Preschool show Pip and Posy – which is based on the books by Axel Scheffler - airs as part of Channel 5’s Milkshake, with episodes also available on Sky Kids. Season two is planned to launch in 2023.

The company also manages marketing in-house, and has an important partnerships programme with brand partners including Merlin Entertainments, Arla Big Milk and Forestry England. The licensing programme is broad, including over 80 licensees internationally across toys and games, apparel, homewares, gifting, FMCG and more.

Inset: Paddington’s 2022 has already been given the royal seal of approval.

Inset: Formula E has grown into a global entertainment brand since its debut in 2014.

Below: Style Sisters will be looking to build on their brand growth of the last 18 months.

Below: Pip and Posy is based on the books by Axel Scheffler.

Historic Royal Palaces

Stand B266

Right: Clogau has launched new jewellery collections each season.

Throughout the past two years the HRP licensing business has continued to grow.

Jewellery collections have launched seasonally with Clogau including ranges inspired by Superbloom at the Tower of London, while the partnership with The Royal Mint has continued with a new coin collection inspired by the Royal Tudor Beasts at Hampton Court Palace.

To mark the Queen’s Platinum Jubilee, Harney & Sons created a new fine bespoke Earl Grey tea with royal purple lavender and silver bergamot tips.

HRP is now looking to sign licensees in a number of key categories including fashion, stationery, toys and games, health and beauty, homewares and garden.

Investment is also continuing in its events programme and next spring it will be opening a major couture fashion exhibition at Kensington Palace. It is working with licensees to be inspired by its dress and accessories collections - in particular those from the Royal Ceremonial Dress Collection which will be showcased at the event.

Start Licensing

Stand A222

Start Licensing will be showcasing its portfolio of rights which includes Aardman and brands such as Wallace & Gromit, Shaun the Sheep, Chicken Run and Morph

R Whites, while its representation also includes Club and Mi Wadi, leading soft drinks brands in Ireland. The agency also developed a successful collectables programme for the Spirit of Concorde design brand.

WildBrain CPLG

Stand B161

Above: Nadiya’s licensing programme continues to grow with new launches.

It also works with US-based art and design agency Jewel Branding, representing a number of its artists in the UK and Ireland. These include Kendra Dandy and her eye-catching Bouffants and Brokenhearts brand. Licensees for this brand include Cooneen, Blueprint Collections, UK Greetings, Surface View and an exclusive gift product range for Boots. Other artists are Etta Vee and Nikki Chu.

Meanwhile, Nadiya Hussain has a fast growing licensing programme, while Jane Devonshire’s Hassle Free Gluten Free brand has been a publishing success. Start’s portfolio also includes iconic comic character Asterix, as well as The Ashmolean Museum which has a robust collection of art and artefacts.

Start also represents Britvic Soft Drinks portfolio for licensing which includes Tango, Robinson’s and

The Point.1888

Stand C235

WildBrain CPLG is celebrating its 50th anniversary this year.

Opportunities for Strawberry Shortcake presented following the launch of Berry in the Big City with expanding licensing programmes for both new and classic brands, while Teletubbies celebrates its 25th anniversary with new content launching. Further WildBrain brands represented include Chip & Potato, In the Night Garden and Inspector Gadget Peanuts will also feature following the addition of rights in India and Asia Pacific, with fresh collections and new content for Apple TV+. The entertainment line-up includes Crayola, HarperCollins Productions’ Carmen Sandiego, Moose Toys’ Akedo, SEGA’s Sonic, emoji and its emojitown extension. Additionally, LINE FRIENDS and Sesame Street will be presented, alongside properties from Hasbro eOne, Paramount, MGM, Eric Carle, Dr. Seuss, Sony Pictures Entertainment and more.

Meanwhile, ASPIRE offers opportunities for Sauber Motorsports’ Alfa Romeo F1 Team ORLEN, The Master Lock Company, University of Southern California, Yale and Harvard universities, Absolut, Malibu, Chupa Chups, Motul, OSPREY LONDON and Romero Britto.

Above: Teletubbies is celebrating its 25th anniversary with new content.

Right: The Point.1888 team is gearing up for a busy three days at the show.

The Point.1888 will be showcasing its robust client list at the show. This includes Abbey Road, Barratt, Battersea Dogs & Cats Home, Ben Eine, Blippi, British & Irish Lions, CoComelon, Cozmo & Friends, Emily Burningham, Flip Out, Hackney Dave, I Like Birds, Jimbobart, Little Angel, MissPrint, Moomin, Moonbug Entertainment, Moulin Rouge, Mumsnet, Official Charts Company, Percy The Park Keeper, Rachel Ellen Design, Samaritans, Sindy, St Andrews Links, Star Stable, Super Sema, Team GB, The Raccoons, The Repair Shop, Toad & Friends, Tom Gates and Williams Racing.

In addition, it will also be talking about Story.1888 – which offers creative and marketing services – plus Spotlight.1888, which focuses on retail services and consultancy within the licensing industry.

Below: Care Bears is continuing with its 40th anniversary celebrations.

Bulldog Licensing

Stand A202

With the brand celebrating its 40th anniversary, Bulldog will be highlighting new partnerships for Care Bears including Daisy Street, Fizz Creations, Blueprint and Character World.

It will also be discussing pop culture favourite Popeye, plus preschool hit That’s Not My… which has recorded over five million sales in the UK alone, with over 70 titles available.

The Royal Astronomical Society is one of the latest additions to the agency’s portfolio, with it planning to target a range of consumers from the scientific community through to amateur astronomy enthusiasts and gift buyers.

Other properties in the spotlight will include Gus – The Itsy Bitsy Knight, ROUTE 66 and Guide Dogs, for which Bulldog is building a programme including pet products, apparel, accessories, travel, homeware, gifting, collectables and stationery.

Bravado

Stand B180

Bravado is the leading global provider of consumer, lifestyle and branding services to recording artists around the world.

Above: Bravado will be hitting the right notes with its varied portfolio of artists.

Part of Universal Music Group, the world leader in music-based entertainment, Bravado represents artists in more than 40 countries and provides services including sales, licensing, branding, marketing and ecommerce.

Bravado will be present at BLE with a varied portfolio of artists across the musical spectrum including rock and pop icons such as The Rolling Stones, Elton John, Queen, Sex Pistols, The Spice Girls and Guns n Roses; plus the kings of hip hop and reggae from Tupac, Public Enemy, Nas, Run DMC, The Beastie Boys and Bob Marley

Leading contemporary artists Billie Eilish, YUNGBLUD, Justin Bieber and more also feature in its portfolio.

Boat Rocker

Stand C204

Boat Rocker will be showcasing several brands including Dino Ranch which will be making its series two UK premiere on Disney+ UK this summer. Jazwares’ toy line has also launched, alongside Scholastic’s story and sticker books, while puzzles, bedding, dress-up and a new app will follow in the autumn.

Love Monster continues to be a success for CBeebies and iPlayer and recently made its debut in The Entertainer. Golden Bear’s toy line continues to sell on Amazon, alongside publishing and dress-up.

Dance drama, The Next Step will premiere its eighth series on CBBC in the autumn, with themed

Left: The licensing programme for Dino Ranch continues to grow.

workshops (based on season eight choreography) launching at Pineapple Studios in line with the TV.

Finally, Daniel Spellbound is a new CG-animated series about a young tracker, Danny who is a merchant of magical goods in modern day New York City. The Netflix series will premiere this autumn.

Brandgenuity

Stand C254

Fresh from taking home two Licensing International Excellence Awards during Licensing Expo, Brandgenuity arrives in London with a strong portfolio to showcase.

The BMW brand – for which it picked up the award brace in Las Vegas in May – has more than 90 licensees and 2,500 skus across all major lifestyle, interactive and toy categories.

In addition, the NFLPA programme continues to grow – player-branded lifestyle apparel launched with ASOS, while new licensees have launched product into categories as varied as drinkware, Apple watch bands and metal wall signs.

The Ed Stafford programme has been enjoying a dynamic year; Hawaiian Tropic fragrance mists from Designer Parfums have expanded in continental Europe and Australia; while several product launches are in the pipeline for other clients including Kahlua

The Unilever lifestyle programme also has four licensees, with stationery and apparel leading the way throughout the year.

Above: The BMW brand boasts more than 90 licensees.

Sanrio Stand B151

Hello Kitty is gearing up to celebrate her 50th anniversary in 2024, while the character will be the protagonist of a new animated series in the autumn called Hello Kitty: Super Style

Sanrio will also be showcasing the cast of 90+ Mr. Men Little Miss characters. Currently the books are published in 17 languages worldwide and the property is the number one selling children’s book in France and the second largest preschool brand in the UK.

Aggretsuko, meanwhile, is a 25 year old panda who is polite and hardworking in the office by day and rages to death metal in karaoke bars by night. The original short form animation made its global debut on Netflix in 2018 and there are four seasons available.

Finally, the ‘lazy egg’, Gudetama is perpetually weary and close to being eaten but, despite his attitude, the character has proved a hit with fashion collaborations among the licensed line-up. A new Netflix series has also been confirmed for the end of the year.

Golden Goose Stand C250

Golden Goose will be highlighting a selection of exclusive brands across a variety of categories.

Del Monte and food media brand, Twisted – which has over 35m followers, averaging 43m video views per month – will be lining up alongside Shepperton Design Studio’s Original Stormtrooper. Notably, the licensing programme for this has seen royalties grow by 30% p.a since 2017.

The newly acquired Rocky Horror Show, meanwhile, will be celebrating its 50th anniversary in 2023, while parenting brand Mother & Baby has a successful range of mattresses and furniture. Potential partners looking to help build a better planet for the next generation can boost their environmental credentials with African wildlife

Santoro Stand A180

Santoro will have a particular focus on evergreen brand, Gorjuss, at the show. All new collections will feature heavily including Fairground and Through the Looking Glass, an extension of the popular Wonderland range. 2022 has so far proven to be a strong year for the brand, with solid new licensee and agent signings, alongside the expansion into live experiences. Gorjuss continues to perform as one of the top girls’ brands across Europe with Italy and Greece remaining strongholds, while the Balkans is emerging as an impressive new market with collectable campaigns in sight for 2023 and beyond.

The company will also give a first look at Noughties brands, Jeli-Deli and Tutti-Cuti, which are set for a revival in early 2023. Luxury lifestyle brand, Santorus – created by two generations of the Santoro family – will also be showcased and consists of flamboyant imagery, quality materials and is born out of a love for fantastic art which adorns the luxe hotels of the Middle East and UAE, as well as Pfizer’s New York offices.

conservation charity, Tusk. An apparel range recently launched in Sainsbury’s with TU. Finally, authentic patterns and prints and potential for international distribution will appeal for English Heritage, building on the Designer’s Guild wallpaper and fabrics which launched nationwide in John Lewis in 2022.

TSBA Stand A261

Visitors to the TSBA Group stand will be able to check out Natural History Museum – which has a collection of over 80 million specimens telling the incredible story of our planet’s history – as well as National Portrait Gallery, which houses the most extensive collection of portraits in the world.

The Transport for London programme has been enjoying another strong year, while, when it comes to sports, TSBA will be discussing opportunities for golf championship The Open and FIA World Rally Championship

Above: The Santoro team has been enjoying a successful 2022 so far.

Below: Sanrio is bringing a raft of brands to the showfloor.

Below: Rocky Horror Show is a recent acquisition for Golden Goose.

Below: TSBA will be discussing opportunities for its major sporting and heritage brands.

Licensing Link Europe

B245

Inset: Licensing Link Europe will be talking to potential partners about growing the Belly Button Designs brand.

Exhibiting as part of the Independents’ Lounge, Licensing Link Europe has plenty to shout about as it prepares for the Van Gogh Museum’s 50th anniversary, which takes place in 2023 and will run for the calendar year. With bespoke newly developed assets, there will be numerous opportunities for partners to get involved.

Woodlodge, one of the UK’s largest suppliers of garden plant pots and planters, has launched a range under the Pantone brand, while LIFE magazine is experiencing some good momentum, having just signed Cotton Division for apparel in Europe.

In addition, the agency will be talking about its newly signed client, Belly Button Designs, as the respected greeting cards business starts to broaden its offer in the licensing space. The initial focus will be on developing the core categories of stationery (including dated), home furnishings and textiles among others.

Finally, visitors will also be able to check out the vintage artwork available for heritage confectionery brand, PEZ

Mercis

Stand B166

Miffy – created by Dick Bruna in 1955 - has sold over 85 million books in more than 50 languages. The brand has evolved into a graphic design icon synonymous with friendship, curiosity and uncomplicated fun, with intrinsic values of play, honesty and togetherness.

For 2023 and the Year of the Rabbit, Mercis will focus on a host of new creative, design-driven collaborations, as well as the constantly evolving programme with 300+ licensing partnerships and over 10,000 unique products.

The next couple of months will see independent record labels to community driven spin-offs, global sports brands to high-end fashion labels and capsule collections through to special fabric collaborations taking Miffy on another voyage of discovery.

Above: Miffy is readying for the Year of the Rabbit in 2023.

Crunchyroll

Stand C135

Below: SPY x FAMILY will be one of the new properties on display from Crunchyroll.

Stand D240

Above: Mentos’ new collaboration will be one of the star turns on the BLE catwalk.

Candy group Perfetti Van Melle will be bringing the fresh burst of Mentos to ExCeL.

A collaboration with renowned pop artist, Philip Colbert, will be presented for the first time at BLE – notably the Mentos x The Lobstars collection will be among those taking to the catwalk to mark the special fashion theme on Wednesday 21 September.

Mentos has regular drops with fast fashion retailers and the company is hoping to attract the attention of new partners when it takes to the catwalk.

Crunchyroll has a wide variety of titles to serve every kind of anime fan –including those who are also anime curious. These include hit series My Hero Academia; supernatural adventure anime JUJUTSU KAISEN; dark fantasy epic, Attack on Titan; Bananya; Captain Tsubasa; Black Clover; and Dr Stone among others.

The company will also feature a selection of new properties on its stand at the show.

These will include the hotly tipped dark fantasy series, Chainsaw Man, based on the bestselling manga of the same name, plus SPY x FAMILY which is also based on a hit manga series.

Rocket Licensing

Stand A205

Rocket is looking forward to discussions with new and existing licensees at the show – and it certainly has a robust portfolio to showcase.

It ranges from iconic children’s brands like The Very Hungry Caterpillar, Beano (celebrating its 85th anniversary in 2023), The Elf on the Shelf and Little People, Big Dreams kawaii brand Fuzzballs, plus blockbuster entertainment brands such as Dune, Godzilla (which is 70 in 2024), Vikings Valhalla and Rocky. Meanwhile, the agency’s objective with the European Space Agency is to build on the brand and its passion for space exploration with a range of products focusing on apparel, toys and games, homewares, gifting and publishing among others.

Rocket was also recently appointed as the UK licensing agent for Miffy. It will be aiming to grow the UK programme with a range of new and existing licensees and retailers, engaging with current partners and exploring new products and categories. On the experiential side, a Miffy takeover of Japanese food hall Ichiba at Westfield London is running until 30 September.

Other brands on display will include Enola Holmes, Horrible Histories, plus MGM properties such as Legally Blonde, Creed and TeenWolf among others.

Fluid World Stand D130

Fluid World will be showcasing social media favourite, Pusheen. With over 13 million followers on social media and 27 billion giphy shares, Pusheen holds the honour of being the biggest cat influencer on social media.

Having recently collaborated with Hello Kitty, Fall Guys and Hatsune Miku, the diversity of the Pusheen licence has certainly been demonstrated. Indeed, the most recent collaboration with Fall Guys was announced through a video which received over one million views in the first few hours.

Plus Licens

Stand B241

As well as the University of Cambridge, Plus Licens will be showcasing the University of California Los Angeles (UCLA), the most applied-to university in the US.

In addition, it will also be highlighting Paul Frank Collaborations – often starring its character Julius the Monkey – have become a key part in growing Paul Frank’s brand, with recent highlights including bespoke Heelys rolling shoes and shoes with Unlimited Footwear Group.

Above: Collabs have become key to the growth of the Paul Frank brand.

University of Cambridge Stand B241

Being represented at the show by European licensing agency, Plus Licens, it’s been a busy year for the University of Cambridge with retail launches taking place in Europe, Japan, South Korea, the US and Latin America.

The University is enjoying the benefit of the global trend in collegiate-inspired athleisure, while it is also pushing ahead with deals based on the visual assets in its eight museums, Cambridge University Botanic Garden and the Cambridge University Library.

The museum collections are also an ongoing focus for the Cambridge licensing team, curating themed assets for Evolution (Darwin) and Exploration (Scott Polar) - both important collections that inform current research into climate change – as well as seasonal content packages reflecting market trends. The latest introduction is the striking black and white animal illustrations by Cambridge Zoology professor, Hugh Cott who wrote the definitive book on camouflage in nature.

The University is also keen to participate in collaborations following the successful launch of teen athleisure with HAZZYS in South Korea, fashion range in Europe and adult casual wear with Mackintosh in Japan.

Above: Beano is set for a nationwide 360 campaign as part of its 85th anniversary celebrations.

Above::Cambridge is using all of its assets when it comes to its licensing programme.

Above: Pusheen has enjoyed some recent high profile collaborations.

Squish.

Difuzed

Stand C161

Above

Ambitious fashion and lifestyle licensee, Difuzed will be showcasing a selection of its strongest and most conceptual styles this year.

These will include novelty headwear featuring Pokémon and Naruto with a twist that is fun and character driven, plus a new collection of ‘post pandemic life’ outdoor items featuring Naruto and Death Note blankets, puffas and ponchos.

This year has also seen the launch of new swim collections starring Harry Potter and Pokémon, as well as collections for Stranger Things.

Gaming is a key category for Difuzed and it will be highlighting new capsule collections from PlayStation, Xbox, League of Legends, Pokémon, Overwatch and Fortnite. On top of this, there will be items for family favourites such as Miraculous and Playmobil, while Difuzed will also be growing its anime and manga roster with announcements planned for the show.

Larkshead Licensing

Stand A198

BAFTA award winning preschool series Numberblocks and BAFTA nominated Alphablocks will be key for Larkshead Licensing. The edutainment shows have a combined total of over six million YouTube subscribers, with a master toy range launching globally for Numberblocks from September.

British-based artist, Claire Louise delves into themes such as iconic city locations, the English countryside and whimsical parodies of animals. Claire’s In Full Bloom range of greeting cards has recently been named as a finalist for Best Art Range at The Henries 2022.

May the Thoughts Be With You, meanwhile, is continuing to build, with a film option having been signed for Charlotte Reed’s book My Path to Happy.

Zelda from 1980’s sci-fi show Terrahawks will hopefully not be scaring visitors, while new addition to the Larkshead portfolio, Tea for Tattoo, was a License This! 2021 winner.

Perry Ellis International Stand B264

Global fashion house Perry Ellis will be looking to expand its offering further, in new territories and product categories through joint ventures, franchising, licensing and distribution.

It will be showcasing its core brands at BLE – Perry Ellis, An Original Penguin by Munsingwear, Farah, Gotcha, Grand Slam, Ben Hogan, Rafaella, Laundry by Shelli Segal, Red Sand and Savane.

There is a significant push behind Original Penguin and Farah – the company is investing heavily in marketing for both lifestyle and sports lines, as well as seeking new partners around the globe such as in India and Turkey.

Gotcha has gone from strength to strength in the last two years, with sales in EMEA increasing six fold Perry Ellis America, meanwhile, has relaunched for autumn 2022, with the reboot giving the American sportswear brand an urban twist.

KJG/BlueSkye Licensing

Stand B245

Kirsty Guthrie (KJG) and Maggy Harris (BlueSkye Licensing) are once again exhibiting as part of the Independents’ Lounge. The duo set up their joint licensing sales partnership in 2020. The spotlight this year falls on a wide variety of brands. These include food and drink properties on behalf of Pink Key Licensing; movie icon Charlie Chaplin and celebrated genius Einstein (both on behalf of BEN Group); preschool brands True and the Rainbow Kingdom, Gigantosaurus (specified categories) and Petronix Defenders on behalf of bRand-Ward; and Gen-Z favourite Rilakkuma and Emily the Strange on behalf of Sagoo. Other brands will include The Frank Lloyd Wright Foundation; greeting cards specialist, Snowtap; and Prisoners of Geography, the bestselling book brand by Tim Marshall. Kirsty and Maggy also provide ‘licensing in’ consultancy services to a growing number of licensees, while Maggy also works with creative services agency, Dynamo.

Above: Claire Louise delves into themes including whimsical parodies of animals for her artwork.

: Difuzed will be showing a selection of its strongest and most conceptual styles this year.

Above: Perry Ellis has ambitious growth plans.

Above: True and the Rainbow Kingdom is one of the preschool brands that Kirsty and Maggy are working on.

Edutainment Licensing

Stand A188

The NSPCC will be presenting two of its owned character brands on the Edutainment Licensing stand.

The friendly dinosaur Pantosaurus is the face of the NSPCC’s #TalkPANTS campaign, which has helped over 1.5m UK parents discuss abuse with their children. Buddy, the NSPCC’s green speech bubble, is the mascot for the successful ‘Speak Out. Stay Safe’ campaign.

Above:

Since 2016 1/3 of parents of 4-8 year olds have used Pantosaurus to #TalkPANTS with their children and the campaign generates over 55m impressions a year throughout its annual summer holidays activation. Downloadable materials, Pantosaurus song, story book and app provide a host of content.

Meanwhile, Buddy has been helping primary school children to speak out to a trusted adult if they have any problems or issues since 2011. Over 1.8m children interact with Buddy each year.

During the pandemic, when face to face, assemblies and workshops weren’t possible, Buddy teamed up with Ant & Dec and David Walliams to deliver two virtual assemblies watched by 750,000 children to ensure the campaign message was still getting through.

IMG

Stand B250

With more than 200 brand licensing agents providing local coverage and expertise through a single globally coordinated organisation, IMG aims to provide a unique onestop-solution for licensing clients.

The company represents brands across a diverse range of services and markets including sports brands, teams and events; corporate trademarks, institutions and non-profits; fashion, lifestyle and entertainment; food and beverage; plus athletes, legends and personalities.

Just a few of the big names in its portfolio include Fortnite, Gap, Budweiser, Laura Ashley, Fiat, Royal Air Force and Haribo

Above: IMG boasts an international network of offices.

Reemsborko

Stand B245

Metrostar

Stand C251

Metrostar will be showcasing a number of food brands including Kraft Heinz favourites such as Heinz Tomato Ketchup, HP Sauce, Heinz Beanz, Lea & Perrins and Heinz Tomato Soup. It has also added Lucozade Energy, Lucozade Sport and Ribena from Suntory. Another big feature will be Elmer35, the launch of Elmer the Patchwork Elephant’s 35th anniversary licensing programme. The agency will be showcasing new assets, announcing new partners and brand events. Finally, it will be welcoming its international agents and partners working on The Jockey Club and Grand National brands, with new developments in the heritage lifestyle programme.

Above: Elmer35 will launch at the show.

Reemsborko prides itself on having the best animé brands in its portfolio – from DragonBall to virtual popstar Hatsune Miku; newer titles like One Punch Man and Baki to long established classics like Jojo’s and Lupin

There is also manwa (animé from Korea) such as God of High School and Tower of God, as well as bestselling horror such as Junji Itô Collection and Zombie Makeout Club, plus Tama and Friends

Japanese culture goes far beyond animé, however, with the Reemsborko portfolio also including Gloomy Bear, All Purpose Bunny and Mimi & Neko, all of which are big in South East Asia and now selling in the US. Tattoo artist, Matt Bailey has launched a new coffee brand and all reasonable categories are open, while Reemsborko also represents films such as the first two Bill and Ted movies and Dario Argento’s entire oeuvre.

Finally, Black Hammer, Heathen, Trese, Cannon Busters and Vagrant Queen all started life as comics, but will become more than that, with Reemsborko suggesting they are kept on the radar. Also just signed is the Amazon Prime hit, Invincible

Right: Zombie Makeout Club will be among the brands being highlighted by Reemsborko at the Independents’ Lounge.

Xilam Animation Stand

A130

Headlining Xilam’s BLE slate is Oggy Oggy, the preschool spin-off to the popular Oggy and the Cockroaches franchise. The first season debuted globally on Netflix in August 2021 and launches on broadcasters including Milkshake, Super RTL, Frisbee and France Télévisions from early autumn 2022. Simba Dickie’s master global toy range is launching for Christmas 2022. Xilam is looking for further partners across games, publishing, gifting and apparel.

Also featuring will be Lupin’s Tales, a comedy series for upper preschoolers which airs internationally and is hugely successful in China. A second season is currently in production and 26 shorts launch this Christmas. Xilam is focusing on toys and games, publishing and apparel among other categories.

Where’s Chicky?, meanwhile, is a short-form comedy produced by Xilam’s Cube Creative, with an impressive YouTube presence and rapidly expanding linear and SVOD platforms line-up. The company will also be showcasing new properties Space Goofs and Ratz, which are available on Netflix, while it is looking to build retro lifestyle inspired merchandise programmes for young adults and millennials. Rounding out the slate are Zig & Sharko, plus the classic Oggy and the Cockroaches franchise, following the debut of its reboot Oggy and the Cockroaches Next Generation on Netflix in the summer.

Animaccord

Stand A181

Animaccord provides and manages in-house one of the largest children’s content networks on YouTube, with over 180 million subscribers worldwide. Its flagship brand is Masha and the Bear and this year has seen the company expand the in-demand preschool brand with a series of new content formats. These include 22-minute themed mini-movies featuring Masha, the Bear and other characters in unexpected places, as well as a new Shorties spin-off produced specifically for video hosting and social media platforms. These feature short adventures of Masha and her forest pals which cover education, entertainment and friendship, all taking place in new locations. In addition, season six of Masha and the Bear has also been confirmed.

Animaccord will also be presenting new animated property, Fairyteens, a 3D CGI fantasy and adventure series about five little fairies who must control their magical powers and cope with the dangers. Aimed at 68s, it currently includes two seasons while it also has the Fay.net digital eco-system which emulates the Fairyteens universe allowing for interaction with the target audience.

Striker Entertainment Stand

A114

Front and centre for Striker Entertainment

will be The Doodle Boy, the 12 year old UK-based artist who has been likened to a young Keith Haring. The programme is already off to a healthy start with a Scholastic book series in multiple territories and a Nike partnership, while a NFT announcement is being touted.

In the gaming space, Five Nights at Freddy’s continues to perform strongly with huge fan engagement on YouTube, TikTok, Reddit and GameJolt. Several new games are in development and a feature film is in the works with Blumhouse. Blink Industries’ Don’t Hug Me I’m Scared is another YouTube phenomenon that has seen over 400 million+ views, with a new season due to air on Channel 4 in the UK imminently.

In the streaming space, Striker will be showcasing Snowpiercer, a top ten Netflix series in 2020 and 2021, with a fourth and final season recently announced. Visitors can also stop by the Striker stand to hear more about Apple TV+, Roblox developers Sonar, The Gang, and classic horror, sci-fi and more.

Rights & Brands and Moomin Characters

Stand C181

The Moomins is celebrating 80 years in 2025 and, for the anniversary year, Moomin Characters has decided to turn its focus back on where it all began: 80 years ago, at the end of the Second World War when Tove Jansson’s first story about the Moomins was published.

Above: The Moomins brand is approaching its 80th anniversary in 2025.

Moomin Characters and Rights & Brands will be offering partners and licensees new anniversary marks and artwork, as well as slogans and other communication assets. Several major projects for the anniversary year are already in the works and more will be added as 2025 approaches.

In addition, Rights & Brands will showcase a selection of other brands, such as the joint works of Astrid Lindgren & Ilon Wikland (The Brothers Lionheart, Ronja, the Robber’s Daughter, Lotta on Troublemaker Street and more); artist couple Carl and Karin Larsson; Norweigan brands PURENorway and Mauris of Norway; Finland’s most successful children’s books author Mauri Kunnas; plus the works of iconic designer Stig Lindberg. Two new brands will also be introduced - Kjell Aukrust, creator of Flåklypa Grand Prix, and Arnie Alligator, the lively musical alligator which has over 150 million views on YouTube.

Above: Oggy Oggy is the preschool spin-off from Oggy and the Cockroaches.

Below: Five Nights at Freddy’s continues to perform strongly.

It is an exciting time for Aardman as it continues to develop cutting-edge techniques and innovations, with major new titles entering production for both new and established IP, including a sequel to Chicken Run and the 30th anniversary of Wallace & Gromit: The Wrong Trousers.

Indeed, the brand team is focusing on a special licensing programme for Wallace & Gromit to tie in with the anniversary in 2023.

Above:

Cracking great ideas

Below :

Product is already in development with current licensing partners Hornby, Olympia Le Tan, The Bradford Exchange and Danilo, while Aardman will be looking for further partners across all categories at BLE (stand B160).

While the characters of Wallace and Gromit will feature in the 30th anniversary celebrations, there’s another character fans will be happy to see, as Rob Goodchild, commercial director for Aardman reveals: “Wallace & Gromit: The Wrong Trousers is the first time the world met Feathers

McGraw, the bandit penguin who has proved a firm favourite with fans. It’s a great opportunity to reintroduce the character and give him his very own style guide. This has been created primarily for gifting, apparel and stationery categories.”

In terms of licensing, Aardman works with Ian Downes and Karen Addison at Start Licensing. “They are fantastic ambassadors for all our brands and always work hard to find market opportunities and niches that keep the programme feeling fresh and offer something different to the consumer,” says Rob. “Examples of this include Greetings From collections, designed for the UK tourist market and our new colouring and crafting publishing range from Search Press.”

The Shaun the Sheep brand continues to flourish through much-loved content and successful licensing programmes that bring Shaun’s adventures to a whole new generation of

international fans.

Wallace, Gromit and Feathers McGraw will all be celebrated in the 30th anniversary of Wallace & Gromit: The Wrong Trousers in 2023.

Immersive Shaun the Sheep themed games are located in Electric Gamebox venues in the UK and US.

From classic characters Wallace & Gromit gearing up to mark a milestone anniversary and a new style guide for fan favourite Feathers McGraw, through to working with innovative new platforms and welcoming fresh IP to its portfolio, it’s a busy time for Aardman. LSB finds out more from commercial director, Rob Goodchild.

“The joy of being an independent studio is our freedom to partner with businesses with shared values and creative vision at early stages of their development,” says Rob. “This includes the pioneers who are building the entertainment platforms of the future. Our relationship with Electric Gamebox is a case in point, where we were the first IP to join them on their journey, and we have developed a great relationship with an inspirational team. We worked together to create an immersive gaming experience with Shaun the Sheep, which has been really well received and now rolling out through their global network.”

Another initiative for Shaun the Sheep is a partnership with One Farm, offering a fun approach to exploring and understanding where food comes from. The new initiative

The Grand Getaway

Alongside the 30th anniversary of The Wrong Trousers, Aardman will also be releasing Wallace & Gromit: The Grand Getaway - a brand new virtual reality adventure with Meta Quest, and immersive storytelling experts Atlas V. The Grand Getaway will be launched on Meta Quest 2, the all-in-one VR headset, enabling users for the first time to walk around, explore and get hands-on within the world of Wallace & Gromit, and truly be a part of the pair’s adventures.

Below: Wallace & Gromit: The Grand Getaway is a new virtual reality experience.

campaign to inspire everyone to make efforts to be good global citizens.

Currently in production is the eagerly anticipated sequel, Chicken Run: Dawn of the Nugget, coming to Netflix in 2023. The team is developing a strong licensing and promotional programme for the film, with Macmillan Children’s Books

confirmed as global master publishing partner.

Much of the PR programme is still under wraps, but Rob is confident that there will be a lot of anticipation for the new film. “As with Wallace & Gromit, awareness of the original film is still very high, which puts us in a great position to engage that audience. We already have partners in place for plush toys and publishing, and will look to make further announcements in the coming months.”

In terms of new IP, Aardman will be pushing its brand new CGI/2D comedy series Lloyd of the Flies, which launches on CITV in September 2022. The show, which is aimed at 7-11 year olds, shines a light on the weird, wonderful and sometimes bizarre world of insects and their behaviour.

“We believe we have created a show every bit as good as Shaun the Sheep and our first focus is on discovery,” comments Rob. “We all know the kids TV landscape has changed, particularly with the primary school age audiences, so our priority is building partnerships and creating touchpoints that will drive them to find the show, and share with their friends.”

Working for others

Aardman also represents animated content from a select number of third party producers, including LoveLove Films’ Pop Paper City, a preschool adventure craft show aimed at 4-6 year olds. The show premieres on Milkshake! this autumn, with international broadcasters following on. The UK licensing business is being looked after by Val Fry and Caroline High, who are experts in the preschool market.

Inset: Pop Paper City is a new 3D craft show from LoveLove Film.

Left: Lloyd of the Flies is a new IP for 7-11 year olds. Below left: New colouring and crafting publishing range from Search Press for The Wrong Trousers 30th anniversary.

Below: Chicken Run: Dawn of the Nugget is coming to Netflix in 2023.

Bearing up

Nominated for Classic Licensed Property at The Licensing Awards 2022, Paddington has had “an amazing year”, with an animated series, a McDonald’s partnership and exclusive royal tea party among the standouts. LSB meets Sophie Kopaczynski, ceo of The Copyrights Group, to delve deeper into the evergreen appeal of the marmalade-loving bear.

orn in the late 1950s, when William Collins (now HarperCollins) published Michael Bond’s A Bear Called Paddington – the first of more than 20 books featuring the lovable Peruvian bear – Paddington has been entertaining families for decades; next year, in fact, marks his 65th birthday. Yet unlike other 1950s staples like bobby socks and the jive, the nation’s favourite bear is as relevant today as he was six decades ago. What, exactly, is his secret?

“The Paddington stories are infused with humour and kindness – things we truly yearn for in the world we live in today,” explains Sophie Kopaczynski, ceo of The Copyrights Group (part of Vivendi), which manages the Paddington brand. “His heartwarming innocence provides joy and comfort, making him a great role model for young children, as well as a source of wholesome nostalgia for parents and grandparents.”

Paddington has had a bumper 18 months, with the

Bsecond series of Heyday Films/Studio Canal’s The Adventures of Paddington going straight into the Netflix Top 10 and staying there, and new partnerships for the brand across a host of different markets and age demographics. Highlights include a Paddington McDonald’s Happy Meal promotion in the UK in July and the launch of Paddington experiences at Langham hotels in China, while a raft of new products hit retail, including educational toys from Clementoni in France and Italy. In the UK, a number of companies expanded their Paddington ranges, from Ty (Beanie Babies and Squish-A-Boo) and HarperCollins (new picture books), to 8th Wonder (wooden toys), while children’s audio system Tonies added a Paddington Tonie to its library of popular characters.

Then, of course, there was that tea party in June…

“We were delighted and so proud to have Paddington be part of the Queen’s Jubilee celebrations,” says Sophie. “It’s been an amazing year for the brand, with growing international awareness and new touchpoints for fans.”

Inset: Animated series The Adventures of Paddington is introducing the nation’s favourite bear to a preschool demographic.

Below left: Sophie Kopaczynski, ceo of The Copyrights Group.

Bottom left: New Paddington plush has joined Ty’s popular Beanie Babies line-up.

Those touchpoints include Paddington taking to the stage as part of the Milkshake! Monkey’s Musical show UK tour, and the opening of a Paddingtonthemed café at London’s Paddington station, where travellers can ‘paws’ for a marmalade sandwich. “Immersive experiences allow fans to get closer to their favourite characters and create magical memories with family and friends, increasing fans’ engagement and resulting in stronger brand affinity,” says Sophie. And of course there are wider benefits to live events from a marketing perspective. “They accentuate user-generated content on social media, building our digital presence further, and drive the desire for fans to purchase licensed products.”

A strong online offering – Paddington has over one million followers across YouTube, Facebook, Twitter and Instagram – is just one way that 60-something Paddington has managed to move with the times and remain relevant.

As Sophie explains: “Paddington is a heritage brand with a modern hero, based on relevant values that speak to all generations. He is also a bear living in the ‘real world’, which allows us to engage with key events happening in the world in real time. This allows us to be creative and offer a variety of relevant product lines and experiences for all ages.”

The hugely successful animated series The Adventures of Paddington has introduced the brand to a whole new preschool/Gen Alpha demographic, and touches on important topics that relate to parents’ and kids’ values, such as inclusivity and sustainability. Like his young viewers, Paddington is a digital native; last year saw the launch of Paddington NFTs with digital collectables marketplace platform Chronicle, and deals to

Immersive innovations

discussion. Gen Z hasn’t been overlooked either; a recent partnership with luxury South Korean retailer Hazzys saw Paddington – dressed in a range of ontrend looks – appearing on shirts, sweatshirts, hats, golf clothing and accessories, bringing the brand to a young, fashion-forward audience.

With filming due to start next year on the muchanticipated Paddington 3, a busy 2023 is on the cards for The Copyrights Group team. Q4 this year is set to be jam-packed, too, with Sophie promising “many seasonal partnerships and collaborations soon to be announced, expanded Christmas lines hitting the Paddington online store, and plenty of social media activations to get everyone in the

While it’s too early for Sophie to share any more details, she’s happy to explain the ethos that underpins every brand partnership – and Paddington would approve. “It’s important for us to work with licensees who have a strong understanding of heritage and family brands, who can deliver quality products,” she explains. “And whenever possible, we want to work with partners on making the world a kinder place.”

The Copyrights Group has scaled up its experiential offering this year to give consumers the opportunity to immerse themselves further in Paddington’s world. This summer saw the launch of the first Paddington outdoor seasonal experience based on the preschool series – Marmalade Messiness, at Dalkeith Country Park in Scotland – which involves visitors tracking down an elusive Paddington by following a trail of half-eaten marmalade sandwiches, paw prints and other clues. Further afield, fans can enjoy a Paddington puppet show from Rockefeller Productions in China, the US and Canada, or meet Paddington “face to face” in France, as part of the Gulli Tour, and in Italy, thanks to costume character partner Hopplà. The Copyrights Group has also just announced the first Paddington play experience in Hong Kong, at retailtainment centre 11 SKIES, which is set to launch next year.

Inset: Young visitors get stuck into Marmalade Messiness at Dalkeith Country Park.

Inset: South Korean retailer Hazzys’ clothing line features a fashion-forward Paddington.

Inset: Marmalade sandwich, anyone? The Paddington Café at London’s Paddington Station.

Making a difference one book at a time

Afamily favourite for 50 years, there’s a Mr. Men Little Miss character (or two) inside us all, with a diverse cast of over 90 beloved characters to discover.

Created by the late Roger Hargreaves, the series was first published in 1971 starting with Mr. Tickle. When Roger died in 1988, aged 53, his son Adam continued the business writing and drawing the books. These colourful characters changed global publishing forever and found their way into the hearts and bedtime stories of generations of children around the world, showcasing their remarkable evolution and their role in pioneering a new world of inclusivity and openness

Mr. Men Little Miss’ growth has been impressive: the brand is well established in all Anglo-Saxon countries and some European markets, being the number one selling children’s book in France, the third biggest kids book brand in the UK and number two within that preschool market. It is rapidly expanding in Greece and Israel and most of all in China, where it has a constant double-digit growth rate.

Mr. Men Little Miss’ continued success in publishing is the result of

pushing their talent, while publishers tackle themes and topics to ensure the brand constantly evolves and is relevant to new readers.

Over the past ten years a diverse and inclusive publishing programme has been developed offering over 200 titles across ten different book series. These unique series of story books cover all formats, catering for every retail need and consumer base: from classics and everyday, to celebrations and adventures covering a range of cultures and Countries, touching also more adult tastes. The characters have even partnered with brands and celebrities such as Dr Who, Spice Girls, Usain Bolt and Assassin’s Creed.

The books are published in 17 languages worldwide and distributed in more than 28 countries

In 2021 Mr Men. celebrated its 50th and, for the first time the public were able to vote on the next characters to be turned into classic Mr. Men Little Miss books. With over 72,000 fans taking part, the winners, Mr. Calm and Little Miss Brave, were announced in a Channel 4 documentary which explored iconic moments of the

Above: Mr. Men Little Miss have found their way into the hearts and bedtime stories of generations of children around the world.

Below: Little Miss Brave and Mr. Calm won the public vote to be turned into the next books as part of the 50th anniversary celebrations.

extraordinary Hargreaves’ family story, artists, child psychologists and super fans, and revealed the secret world of the artistic process.

Mr. Men Little Miss holds a privileged position in heritage markets benefitting from 98% awareness. The brand wanted to use this influence to help families tackle current reading challenges, as well as nurture readers of the future. Research shows that 78% of children in the UK do not read at home with someone and 1 in 8 of the UK’s most disadvantaged children do not own a book. Moreover, children who read for pleasure do better in life: it is the key to unlocking everything and it nurtures a better sense of wellbeing, greater levels of attainment, develops imaginations and encourages empathy.

The Mr. Men Little Miss have been helping people express themselves for decades, but wanted to take it a step further, creating a range of books that would enable children and families to explore their feelings using their favourite characters

The new Mr. Men Little Miss Discover You book seriesdeveloped in partnership with the long-term publisher Farshore with the support of the consultant clinical psychologist Elizabeth Kilbeyis in fact focused on exploring children’s emotions, well-being and mental health while remaining as entertaining as ever.

The Mr. Men and Little Miss are the perfect characters to help children understand more about their own emotions and how to manage them. The books are the essential tool for parents and children to explore what it means to be happy, sad and everything in between, thanks to engaging questions to encourage conversations between adults and children on different topics and helpful tips from the characters.

The first four titles of the Mr. Men Little Miss Discover You series – Try Again, Be Kind, Worries and All Different - launched in August and will be followed by six more stories in 2023 with many more planned for the series in 2024 and beyond

The release of the books is accompanied by the creation of a digital hub on mrmen.com, featuring animated videos where digital creator Mat Carter engagingly reads the four books from start to finish, a series of tips by Elizabeth Kilbey which

will provide another tool for parents to help them read to their kids, plus numerous downloadable materials and activities designed for parents and educators to make the most of the books.

Far from being just about books, Mr. Men Little Miss has an extraordinary ability to communicate human behaviour and feelings in a simple and fun way which has allowed the brand to go beyond the world of publishing and develop into other product categories. From fashion collaborations and apparel retail ranges to promotional and marketing partnerships, there are consumer products and brand activity for all ages and fans.

With over 50 years of success, a growing publishing programme, international expansion and a new TV animation series launching, it is a very exciting time for the Mr Men and Little Misses.

MR.

Above: The first titles in the Mr. Men Little Miss Discover You series launched in August.

Left: Over the past ten years a diverse and inclusive publishing programme has been developed offering over 200 titles across ten different book series.

Taking South

Korea global

With modern day resources, connecting with your favourite media, content and communities of like-minded fans is easier than ever before. No longer do consumers have to travel to view Italian cinema, US rap music concerts or Premier League football games in the UK. Barriers to access are generally decreasing worldwide, as large scale commercially viable strategies are adopted to ensure the success of countrysized cultural exports.

The growing buzz around Korean cultural exports did not happen overnight. A number of contributing factors have combined to form one of the world’s most contagious cultural phenomenons or Hallyu - ‘Korean wave’ -

as it has become known. In the 1990s there was a conscious effort from the country’s government to invest resources into the entertainment industry, citing one global blockbuster film potentially reaching the equivalent sales of a million Koreanmanufactured cars as an incentive comparison. This provided a suitable environment for success by providing an encouraging policy framework and incentivebased infrastructure.

The virality of music on social media, in combination with the globalised nature of the internet has meant that now, kids are consuming more music from other countries than ever. Korean group BTS have been the number one artist among tweens and teens across the world for a year now. Their popularity has since aged down to reach younger kids and they are now also the top artist among 3-9 year olds globally. In the UK specifically, they

Inset: Squid Game is a recent example of the success of South Korea’s on-screen cultural exports.

Below: Professional Starcraft: Brood War has been broadcast on television in South Korea since 2003.

The Insights Family looks at the rise of Korean culture and its impact on the licensing industry.

rank as the number 17 most popular celebrities among teens aged 13-18. Blackpink are another Kpop group capitalising on this new online audience, as they are now the third most popular artist among 6-15s globally. K-pop has extended beyond the music industry. Many groups including BTS also produce TV shows for their fans to follow their lives. There are also many types of merchandise surrounding Kidols, including toys, clothes and stickers. These forms of interaction resonate with audiences beyond Korea. In the UK, teens aged 13-18 who pick BTS as their favourite celebrities are +249% more likely to purchase toys related to their favourite TV shows. By having touch points across different industries, there is lots of opportunity for licensed products and experiences.

Korean cinema has also enjoyed success on the global stage - 2019’s Parasite becoming the first non-English language film to win Best Picture at the Oscars. The country is continually the source of new TV formats also, the most prominent contemporary example being in the form of The Masked Singer. Originally airing in South Korea in 2015, iterations now exist in 16 countries, including the US, Mexico, the UK and Germany, with variants of the format slated for release in 17 additional countries.

One recent example of South Korea’s on-screen cultural exports has been the success of Squid Game - the show initially shot up in popularity among teens globally since its release in 2021. It is still the number four most popular TV show among kids aged 13-18 in the UK (7%). Fans of the show are +29% more likely than the average kid to say they value being the first to know about the latest news and products. This suggests that the avid fans of Korean culture outside of Korea are at the front of trends, meaning they look for the next big thing.

The Insights Family is the global leader in kids, parents and family market intelligence, providing real-time data on their attitudes, behaviours and consumption patterns. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds.

For more real-time insights, scan the QR code.

South Korea has also been at the forefront of new innovations that are becoming established in the West, one of the biggest examples being the case

of esports. Korean kids aged 13-15 are +27% more likely to watch esports than the global average. The infrastructure developed for professional gaming has incubated in the country since the early 2000s. Professional Starcraft: Brood War has been broadcast on television since 2003, prior to the creation of online platforms such as Twitch. Players from the country are extremely dominant in the space. Globally, League of Legends is the number one esport for kids between the ages of 3-18 and over 50% of the 11 world championship tournaments have been won by Korean teams. As the industry continues to grow, the country’s cultural presence will increase with it. Korea’s high degree of success with regard to global appeal highlights the importance of a country’s ‘soft power’, meaning its influence across imagery and associated culture. Now that we see kids becoming even more receptive to non-domestic IPs across a multitude of industries, the opportunity has never been greater to expand brand revenue streams overseas. For licensors and licensees, riding the Korean wave will attract a wider audience and keep fans engaged with new products and trends.

Inset: 2019’s Parasite became the first non-English language film to win Best Picture at the Oscars.

The UK leads the world in greeting cards, both in design and per capita send. The annual Henries awards recognise and reward this creative prowess. With the winners being announced at an awards event on 6 October, LSB takes a look at some of the licensed properties that feature in this year’s Henries finals.

Hooray

Henries

Nature speaks

Abacus Cards has long been synonymous with photographic greeting cards, so it’s not surprising its BBC Springwatch collection has made it into The Henries finals in the Best Photographic Range. Introduced back in 2015, BBC Springwatch was the publisher’s first foray into licensing a photographic brand and it now also holds the licence for BBC Countryfile and Gardeners’ World

As Liz Ellis, studio manager of Abacus explains: “BBC Springwatch captivates a wide audience with its live footage of nesting birds as well as the fun antics of squirrels and other wildlife. For the card range, we’ve taken inspiration from the programme and tried to depict wildlife at its best.”

Lovely jubbly!

As she adds: “People have a fascination with nature, it’s a wonderful source of inspiration and we’re lucky to work with some amazing photographers who have managed to capture and portray some brilliant wildlife shots, some of which are comical – these stunning images are featured on our BBC Springwatch cards.”

All Abacus’ three BBC licensed card collections are now being supplied with sustainable packaged options, including fully-recyclable paper bellybands or wrapped with Nativia clear biobased film bags.

Lords and masters of licensed products, with a shelf full of trophies (and widespread distribution) to prove it, the Danilo team was delighted with the news its long-standing official Only Fools and Horses range made the finals for The Henry Cole Classic award in The Henries, for ranges that have stood the test of time.

“We’re so excited that this evergreen brand has made it through in this prestigious category,” said licensing director Dan Grant. Only Fools and Horses is a much loved British sitcom and has become equally as loved in the greeting card world, with over 25 million greeting cards featuring the brand having been sold by Danilo over the last 15 years, incorporating the iconic characters, recognisable scenery and well-known catchphrases.

“This brand is one that so many people can relate to and identify with, which is it performs so well,” says Dan. “It’s a heritage brand which special meaning, bringing laughter to all those who loved it the first time round, as well as for those who are finding it for the first time on Netflix appealing to several ages of generations.”

Above: Classic comedy from Danilo’s Only Fools and Horses range.

Inset and below: Animal antics from Abacus’ BBC Springwatch range.

Looking for a good fit

Quality of design and fit are the most important thing when the Swan Mill Group looks at licences, such the Morris & Co range from Ling Design, which is feted in The Henries.

“We’ve been offered great designs over the years, but understand the creative must work for our categories and our customers,” explained David Byk, ceo of Swan Mill. “GBCC and Ling are both card companies yet have different looks and requirements – Morris & Co was a natural fit for a design-led look in Ling whereas humour and juvenile might work best from GBCC. If that property would work in gift packaging, for instance and it does not duplicate what we have already, then our Penny Kennedy business manager would discuss that with the creative teams. It’s a team approach with us working out what we need and, looking at the designs and brand, where it would fit best.”

Tapping into a team effort

At The Art File, it’s a team effort to pick a good licence for card and wrap designs, with inspiration coming from anywhere.

Snowtap, one of several licences which The Art File has signed for greeting cards, was born from designers Susy Snow and Gracie Tapner’s love of the natural world with a pun or two thrown in for good measure. Living next door to licensing agent Kirsty Guthrie, of KJG, they got chatting about elevating their brand to the next level with licensing being recognised as the way forward.

And The Art File’s sales and marketing manager James Mace said the “phenomenal response” to the resultant card collection has been followed by a place in the finals of the Best Licensed Card Range in The Henries, with new designs having recently joined the collection.

Mill’s companies such as how Penny Kennedy’s long-standing relationship with the official Morris & Co licence and the success of its gift packaging helped Ling Design develop its card collection.

“The Morris & Co brand has gone from strength to strength. The access to the catalogue, and the quality of the imagery and support is great,” said David.

With its Best Licensed Card Range Henries finalist collection now extended to around 100 lines, including open, occasions, Christmas and bespoke, Ling is also producing a Morris & Co gift stationery range with notebooks, pens and address books, and introducing lots more lines for 2023.

The collection is named after the two designers, with Susy’s graphic design expertise meaning she’s behind the colour palettes and layouts, and is obsessed with fonts and hand-drawn typography, while Gracie specialises in line drawing and watercolour.

“Susy’s also known as the pun queen,” James said, “coming up with classics like Saturday Night Beaver and Aristurtle. These puns really bring the beautiful drawings in the designs to life.”

When picking a licence, most of The Art File’s team has a say with the final sign-offs by company cofounders Ged and Karen Mace, along with production manager Alice Tillotson, lead designer Lucie Whitehead and James.

“There are many things to consider when looking for viable licensing partners, some of the most important would be the strength and breadth of artwork available, an open mind, and willingness to grow the licensing collaboration together,” says James.

Inset: One of Ling’s Morris & Co card designs.

Inset: The Art File’s pun-tastic Snowtap range.

Producing something unique

Ohh Deer’s co-owners Mark Callaby and Jamie Mitchell are involved from the start when the publisher is looking at licences, picking the designs they love for their inhouse design team to get to work on.

But then it can get a little messy, as Mark explained: “We’ll pick the range to pieces! After the design team come up with some ideas based on our initial feedback and ideas session, this is presented to us and we’re making tweaks, changing patterns and fonts, until we’re completely happy with the whole range before it’s ever sent to print.”

Mark reveals that “It's a mixed bag as to who decides which licences to go for. We're happy for anyone to pitch ideas but, ultimately, it's myself and Jamie that will sign things off. Our collaboration with Cath Kidston was driven by myself and our collaboration with Bob Ross was driven by Jamie.”

Having worked with Cath Kidston for many years producing cards for all the brand’s stores worldwide, it was Mark who started the conversation about licensing, which led to the Cath Kidston range that has just earned Ohh Deer a Henries’ Best Licensed Card Range finalist place.

“The most important thing when looking for a licence to work with is, simply, does it fit? We recognised early on that most people wouldn't put Ohh Deer and Cath Kidston together but Jamie and myself knew that we could produce something with an Ohh Deer twist to help make this range unique and fill a gap in our portfolio,” adds Mark.

Adding depth and breadth

With licensed product a big part of UK Greetings’ portfolio Ben Whittington, creative humour director for character and licensing, said: “We’re always looking for interesting new licensees and collaborators to work with and have some great new collaborations with individuals launching this year. These include amazing designs from artists such as Kendra Dandy with Bouffants & Broken Hearts, Georgina Fihosy from AfroTouch, Gin Bahia from Eastern Print, and David Olenick, as well as new licences such as Battersea Cats & Dogs Home, who we first met at BLE.”

With fewer blockbuster movies released due to the pandemic, Ben and the UKG team have been doing more with the classics, such as celebrating Winnie the Pooh’s 95th birthday last year with a brand-new standalone range as well as working on new product for Disney’s centenary next year.

“We’re also doing brandnew work with existing licences such as Peter Rabbit and Comedy Wildlife and we’re continuing to challenge

ourselves with the Disney licences, creating new innovative pop-ups and interactive elements that are 100% sustainable.”

And the team’s work with Peter Rabbit has come up trumps, earning a finalists’ place in The Henries Best Licensed Card Range, while the publisher’s long-standing and oh-so-cute Boofle range is a nominee for the Henry Cole Classic Award and gives the company the licensing experience in the opposite direction with

Inset: An added value and sustainable Mickey design from UKG.

Inset: Cath Kidston with an Ohh Deer twist.

Inset: A Peter Rabbit design from UKG.

We’re o the page and on an adventure...

It may have a storied history spanning 140 years, but leading giftware supplier Widdop and Co is very much a forward-focused enterprise. Commercial director Stephen Illingworth tells LSB how adopting new processes and practices, as well as signing new powerhouse licences Hasbro and Paramount, has future-proofed the business for the decades to come.

Ready to grow

“I’m excited about what’s next,” Widdop and Co’s Stephen Illingworth declares. “We’ve spent the last ten years in transition, building a business that is robust and sound for the growth to come, and now we’re on the cusp of a big change. We’ve got new licences, new product categories, and we’re building a brand-new supply chain, with less reliance on China. We’re perfectly placed for an amazing 2023.”

Next year will be pivotal in more ways than one: Oldham-based Widdop and Co will turn 140, Stephen himself will hit the big 4-0, and the company’s two biggest licences – Disney and Warner Bros. – are both marking their centenaries. But 2022 has provided Widdop with plenty to celebrate, too, notably the acquisition of awardwinning gift company Apples to Pears (best known for its Gift in a Tin collection), and Hasbro and Paramount joining the company’s portfolio of leading licences. “We’re looking forward to bringing our experience in what we've done with Disney and Warner Bros., as well as in general gifting and occasion gifting for the last 30 years, and applying that to the worlds of Hasbro and Paramount,” says Stephen. “There are opportunities to bring unique new gifting formats to life using some of Hasbro’s incredible toy and

gaming properties. For Christmas 2023, for instance, we’ll be bringing out Monopoly and Cluedo gifting.” The Paramount stable, meanwhile, is home to PAW Patrol, Star Trek, Baby Shark and, of course, Top Gun – for which Stephen has already envisioned some “brilliant” Father’s Day gifts for next year. Widdop has a strong line-up of licensed offerings for Q3 and Q4. The company is one of the launch partners for Disney Home, a new interiors range debuting in October; also new for autumn are a Harry Potter ‘Charms’ collection and ‘Little Heroes’, a DC comics range, offering nursery accessories and gifts for toddlers and infants. Every licensed item sits within one of 50 product categories under the company’s four ‘pillars’ (Kids and Baby Gifting, Home, Collectables, and Christmas and Seasonal Events) – and the adult and children’s gifts produced by recent acquisition Apples to Pears slot in perfectly, according to Stephen.

“The biggest reason we acquired Apples to Pears – and the biggest reason we acquire any licence or distributorship – is that it’s a subjectmatter expert, the best in class in its field. It does something we can’t do ourselves as yet, and it both serves our existing customers and opens new doors for the future. We also don’t take on

Inset: Stephen Illingworth, commercial director, Widdop and Co.

Below: The new Disney Home range features beautifully designed, modern pieces for the styleconscious Disney fan.

anything that is just a short-term opportunity that we can capitalise on for just a few months. We’re all about things that last forever. And now, with Apples to Pears, we can start licensing within craft and build-yourown kits, and the Gift in a Tin category, which is a fantastic opportunity.”

With 2023 and even 2024 pretty much planned for, Stephen and the team are heading to BLE in order to “gauge what the next five to ten years will look like”. One thing they would like to see in the licensing sector is “more future thinking on providing companies like us with support to get product to market faster, in everything from 3D turnarounds on characters to smoother sign-off processes. All these things hamper the ability of companies to be able to do things quickly. Kids in particular aren’t used to having to wait for what they want, if you think about the way they consume content, and I don’t think the gifting world has really got to grips with that yet.”

In order to become more responsive, Widdop is developing its own customisation processes. “From next year, we’ll have the capability to offer a ‘giftware on demand’ service,” Stephen explains. “We’ll be able to take about 100 blank formats and turn them into whatever the zeitgeist demands, by finishing off the designs here in the UK and shipping straight to retailers. It will allow us to react quickly to new trends.”

The company is also working on personalisation systems, which will enable it to offer b2b and b2c customers branded items in batches as small as 12. In addition, this winter will see the launch of Widdop’s Greener Choice programme, which will highlight the company’s ethical and sustainable business practices.

“Like everyone else, we’re not quite yet where we need to be,” says Stephen, “but we’re putting our best foot forward and trying to be the leader in this field in our industry.”

Stephen is confident Widdop can weather any economic storms ahead. “During recessions we’ve been successful because we sell product that's commercially of value. Whatever happens, people still buy gifts for people, they still celebrate birthdays and milestones. And we're not selling experiences that cost hundreds of pounds; our average selling price is under £12 at retail.” Having muchloved licences such as Disney on board has a protective effect. “A licensed portfolio that people know and understand is a door opener, because it means that you don't have to explain the backstory to what you've created.

“I think the next 140 years will be the brightest yet. We have built an amazingly resilient, commercially profitable, industry-famous business that can now go on to leverage its platform and deliver so much more. We’re doing our first international exhibition [Ambiente] in Germany next spring, we’re expanding into America… We are poised for massive growth, and the sky truly is the limit.”

Inset: Acquiring Apples to Pears, known for its Gift in a Tin collection, has opened up a world of licensing opportunities for Widdop.

Inset: Available from October 2022, The Harry Potter Charms collection promises to be a Christmas sell-out.

Inset: The Little Heroes collection.

It’s finally taking place, in-person, at the Royal Geographical Society in London on 18 October, and boy, is it ready to deliver its strongest line-up to date. Read on to discover why SiLC 22 really is the conference you can’t afford to miss.

Conference

for the planet conscious

It’s been coined the industry’s only forum for open conversation, idea sharing and ‘plansof-action-forming’ when it comes to driving the sustainable future of brand licensing. And not by us, but by you: the very voices leading the innovation that the Sustainability in Licensing Conference is designed for.

On 18 October, SiLC will finally be making its inperson debut at the Royal Geographical Society in London. A venue selected for its deeply rich history of pioneering environmental discoveries, there could be no better setting for the industry’s next step towards a regenerative and considered future that benefits people and the planet in an equal and balanced measure.

But a conference in such a distinguished venue deserves a stellar line-up. And believe us, it has one. The Sustainability in Licensing Conference will not only be delivering exclusive insight and research from some of the industry’s leading voices, but a day’s worth of inspirational keynotes, discussions, and a breakdown of the next steps

you can be taking to implement better sustainability into your business and begin your transition into the purpose-driven and profitable future of consumer products.

If you’re still waiting for the cherry on top, then feast your eyes on this. SiLC 22 will – for the first time in its history – be welcoming The United Nations itself to the stage to deliver a comprehensive keynote on how to integrate the 17 Sustainable Development Goals into your business. Can it get any better than that?

Well, yes. It will also be hosting a post-conference soiree courtesy of Brand Licensing Europe too where attendees can share ideas and learnings from the day, as well as network with any one of the conference’s line-up of esteemed speakers.

And on that note, it’s probably about time we introduced you. The SiLC agenda this year is packed – take a look at the opposite page and for full details head to:

Inset: The Royal Geographical Society

THE SUSTAINABILITY IN LICENSING CONFERENCE AGENDA

9.30am

– OPENING STATEMENT

Helena Mansell-Stopher, ceo and founder of Products of Change.

9.45am – Business with Profit and Purpose: The Balance of a Sustainable Business with Alan Moore

The author and innovator will be delivering the keynote address, geared to inspire leaders to create the type of business the world needs – one that is regenerative, net positive and ultimately beautiful.

10.05am – The Insights Family Presents the Latest Sustainability Data

Jonathan Watson, Chief Product Officer at The Insights Family.

10.25am – How to Implement the United Nations’ 17 Sustainable Development Goals within Business Caroline Petit, Deputy Director for the United Nations' European Regional Information Center for Europe.

12.50pm – LUNCH

1.50pm – Sustainability in a Global Fashion Retailer with Primark Cares

Primark’s strategy lead Sam Jackson and Primark Cares manager, Sarah Hawkins discuss the retailer’s ongoing efforts.

2.10pm – Sustainability at Retail Panel

Primark Cares’ Sarah Hawkins and Lynne Walker, George at ASDA’s head of sustainability, Jade Snart, Walgreens Boots Alliance’s Tanya Ashton and Richard Lim, CEO of Retail Economics.

3.00pm – The Rising Challenge of Sustainability Messaging from The Marketing Store

The Marketing Store’s head of global sustainability, Pamela Stathaki will talk through what the Green Claims Code is, what new legislation is coming to support this and how to avoid greenwashing.

10.35am – The Impact of your Digital Twin Speakers from Flowhaven and the carbon reduction specialist, The Carbon Farm offer a closer look at the real-world impact of the growth and development of the digital space, including NFTs and the metaverse, to better understand how we can reduce their environmental impact through regenerative business models.

11.00am – BREAK

3.20pm – Working Together for Impact: A Talk with Wow! Stuff

Join the keen toy innovators (and environmental scientists) from Wow! Stuff for a look at the ground breaking work it has achieved through collaboration with Magic Light Pictures.

3.40pm – Sustainable Packaging with Tesco

Learn from Tesco’s senior packaging manager, Paul Earnshaw about the initiative the retail group is driving on the packaging side.

11.30am

– Your Waste Has Value by Anthesis Provision

The team from Anthesis Provision, the largest sustainable business incubator programme in the North American region, presents its latest initiative –Upcycled Food – to showcase the efficiencies of waste in the supply chain.

11.50am – The Changing Economic Landscape of Retail with Retail Economics’ Richard Lim

Richard Lim, ceo of Retail Economics will talk through the latest market data.

12.10pm – Future Technologies to Build a More Sustainable Business by George at Asda

Join the George at ASDA team to learn about its latest initiatives to reduce the supermarket giant’s environmental impact.

12.30pm – Engaging For Change: Walgreen Boots Alliance’s Tanya Ashton

Join WBA’s head of sustainability, Tanya Ashton to learn how the Alliance has been working to embed sustainability throughout its global sourcing organisation.

4.00pm - BREAK

4.30pm – The LEGO Group Asks: Where Does Value Sit?

The LEGO Group’s sustainability transformation director, Sine Klitgaard Moller will discuss how we need to re-write where the value sits within business as consumer demand for sustainable product increases.

4.50pm – Sustainability in Toys with Mattel

The global toy giant presents its sustainability journey so far and sets out its ambitions for the future of play around the world.

5.10pm – The Future of the Kids’ Market

An expert panel hosted by Kids Industries’ founder, Gary Pope will take audience questions regarding the future of the children’s industry and how we as a community can be a driving force behind positive change.

6.00pm – AFTER CONFERENCE SOIREE

Change makers

Pure Table Top targets Net Zero in first Impact Report

Underpinning what it has billed as its ‘Year of Information’, the table and glassware specialist Pure Table Top has released its first Impact Report documenting the company’s journey with sustainability to date and outlining its key milestones for the future Pure Table Top is chiefly in pursuit of halving its Greenhouse Gas emissions by 2030 and achieving Net Zero by 2025. The business has already implemented numerous measures that has put it well on the way to a verified B Corp status, a milestone it is expecting to see accredited by 2023.

“Sustainability is too often a missing piece for companies operating in the homewares sector. We want to demonstrate that businesses can grow commercially while caring for the environment and the communities within it,” commented Tanith Sellicks, the founder of Pure Table Top

Tanith and her growing team have since labelled 2022 as the ‘Year of Information’ for the company which now offers ‘complete visibility of its processes from initial design to production, delivery, and finance.’

Pioneering systems now in place at Pure Table Top include a supplier sustainability scoring project the team has developed in partnership with academics from De Montfort University.

Piping Hot makes global waves with accessible sustainability

The international apparel and beachwear specialist, Piping Hot has been named among the inaugural Sustainability Leaders list for 2022 by the Australian Financial Review in recognition of the major waves the company is making in accessible sustainability.

Piping Hot kickstarted an overhaul of its business model in 2018 with the transition to more sustainable materials in the production of its swimwear collections. The team was quick to set an ambitious target to reduce the environmental impact of all products by July 2021.

In doing so, Piping Hot has now diverted more than 15.5 million PET plastic bottles from landfill and the ocean and has saved more than 170 million litres of water through its energy and water saving processes. Most recently, the team has been exploring new material innovation looking towards developments in seaweed, while its Heroes for the Ocean x Marvel licensed collection has caught the attention of global retailers.

Inset: Pure Table Top is in pursuit of halving its Greenhouse Gas emissions by 2030 and achieving Net Zero by 2025.

LSB takes a look at some of the latest sustainability developments from across the industry, including from some members of Products of Change.

Above: Piping Hot’s Heroes for the Ocean x Marvel collection has been attracting global attention.

Extreme E revs up first official gaming partner in Forza Horizon 5

Extreme E has signed its first official gaming partner in a move putting the sport for purpose squarely in the licensing space through the Forza franchise.

The electric off-road racing championship has teamed with Xbox Games Studios’ Turn 10 Studios to bring its Extreme E ODYSSEY 21 eSUV as well as its full teams’ liveries from

RSPB preens its brand look

Extreme E season 2 to Forza Horizon 5. “This partnership between Extreme E and the Forza franchise has brought the Championship to a new platform and audience,” said Ali Russell, chief marketing officer at Extreme E “We are excited for more people to see what electric vehicles are capable of. We are excited to collaborate with such a forward-thinking group and look forward to seeing the uplifting impact on both our communities.”

‘Nature is in crisis. Together we can save it.’ That’s the core message consumers will be getting from RSPB this season and beyond thanks to a full-scale re-branding now adorn all consumer product activity from the UK wildlife charity.

The RSPB’s mission to protect and restore habitats, save species, help end the nature and climate emergency, and inspire others to do the same will now be at the very forefront of its activity and conveyed through a new logo and look applied to all its licensed products.

There’s been a flurry of new product developments across the RSPB portfolio in recent weeks, including the launch of new ceramics from Moorcroft inspired by the charity’s flagship reserve, Minsmere, and a collection inspired by its coastal Bempton Cliffs site.

Meanwhile, development of the team’s spring/summer 2023 homewares collection is now fully underway which includes the expansion of its Free As a Bird range from Half Moon Bay. It’s a range that features rPET fabric items and items promoting reuse among consumers such as travel drinkware and storage.

The RSPB has also recently signed a new sustainable childrenswear partner creating apparel from recycled materials of which the team will share more soon. All will now feature the new-look RSPB logo underpinning the organisation’s main objective of ‘protecting and conserving nature.’

Louisa Skevington, product licensing manager at RSPB, said: “Our licensing programme is a fantastic way of driving awareness of the RSPB’s work as well as generating revenue to help fund our mission for nature. It’s fantastic when our partners can make their most sustainable collections with our encouragement and support.”

Chief among a swathe of partner updates is the latest collection from the sustainable apparel specialist, Teemill. The range features five designs inspired by the homes and ‘family groups’ of UK birds.

The RSPB’s new branding will be on full display at Brand Licensing Europe (stand A271).

Below: The new Teemill range features five designs.

Inset: Extreme E has been brought to a new audience thanks to the partnership.

Dennis, Gnasher and the Beano go wild at Eden Project in Cornwall

Dennis, Gnasher, Minnie and the extended cast of the iconic British comic book IP, Beano hit the Biomes this summer holiday to take up residence at the Eden Project in Cornwall to deliver a six-week educational programme for visiting kids and families.

From 23 July to 4 September, families were tasked with defeating the dreaded CO2-Zilla, save the planet, and rebel against climate change in an interactive journey around Eden Project in Cornwall, led by the popular Beano characters. A bespoke comic strip taking families through various missions along the way was created to guide visitors on their wild journey to save planet earth. Visitors were tasked with tracing the mega-villain CO2-Zilla to discover its weaknesses and learn ways to reduce

Barbie welcomes Dr Jane Goodall to its Inspiring Women Series

Mattel has partnered with the Jane Goodall Institute to launch the latest in its Inspiring Women series of Barbie dolls: a certified carbon-neutral Dr Jane Goodall doll made from ocean-bound plastic. The new doll is joined by the introduction of the 2022 Barbie Career of the Year Eco-Leadership Team, which includes a Chief Sustainability Officer, Conservation Scientist, Renewable Energy Engineer, and Environmental Advocate.

The Dr Jane Goodall doll comes with its own chimp accessory modelled on David Greybeard, the chimpanzee subject of the pioneering scientist’s ground-breaking research into emotion and communication in animals.

“Kids need more role models like Dr Jane Goodall because imagining they can be anything is just the beginning – seeing it makes all the difference,” said Lisa McKnight, EVP and global head of Barbie and Dolls at Mattel. “We know that sustainability is a top concern for future generations and we are proud to unveil our first sustainable Barbie Inspiring Women and Career of the Year Eco-Leadership Team dolls.”

carbon dioxide and bring CO2 down. Another activity taught families the benefits of growing plans for bees and bugs, including saving pollinators and boosting biodiversity. Workshops also taught guests how to reduce their impact by reusing and repairing well-loved items like clothing.

The summer holiday partnership was brokered by Beano’s licensing agent and Products of Change member, Rocket Licensing

Above: The new launch was revealed ahead of World Chimpanzee Day in July.

Above: Beano took up residence at Eden Project for six weeks through the summer.

the way Lisle leads

Lisle Licensing’s clients may operate in a diverse range of sectors – from gaming and toys to sport, fashion and art – but as md Francesca Lisle explains, the same core values underpin all the Leeds-based agency’s partnerships.

“My father Colin [now company chairman] set up Lisle Licensing 12 years ago; I was looking for a new challenge after working with Santoro, so the time was right to go into business together. Our focus was on partnering with strong brands that we could immediately relate to, and for which we could easily visualise the licensing programme ahead –and that’s still very much the Lisle you see today. The whole team has to be behind the brand. We have to believe in it 100%. Once we have created the strategy for each client it becomes our internal ‘brand bible’, which is regularly tweaked but

ensures we stay focused as the licensing programme builds and grows.”

Clearly, Lisle Licensing is doing something right; the company experienced year on year growth in 2021 across categories such as home and lifestyle and character entertainment, despite global challenges. The forward momentum continued in 2022, with the launch of a new website, a new hire – creative designer Ruth Fletcher – and a host of innovative products hitting the shelves.

Meet the Style Sisters

Essex-based Gemma Lilly and Charlotte Reddington have a long list of celebrity clients lining up for their home and wardrobe decluttering services, among them Rochelle and Marvin Humes, Stacey Soloman, and Vogue Williams and Spencer Matthews.

“The Style Sisters brand is relatable to today’s consumer,” says Francesca. “They help people to be resourceful in their day to day lives, by upcycling and recycling items.” A storage range from Hunter Price is set to go live in the new year, while a range of candles and home fragrance will launch in 2023. “The girls have such a clear vision of what they want to achieve,” says Francesca. “The fact that they get invaluable first-hand feedback from their clients on a day to day basis means they are always ahead of the trend.”

Looking ahead, 2024 will see the 40th anniversary of Tetris, a brand represented by Lisle Licensing in the UK and Ireland. “It has remained relevant to its audience by cleverly reinventing itself and evolving over four decades,” says Francesca. “That versatility means there’s always a wealth of licensing opportunities for us to explore beyond

Combining in-depth market expertise and fresh, forward-looking ideas, Lisle Licensing represents an impressive portfolio of brands, from iconic video game Tetris to the A-list’s favourite organisers the Style Sisters. LSB chats with md Francesca Lisle about the agency’s plans for BLE and beyond.

Inset: A toy line from Bandai based on preschool series Milo is set to launch in 2023.

Below: The celebs’ go-to organisers Style Sisters will be attending BLE this September.

traditional apparel, puzzles and games.” A notable example is the Tetrimino Waffle Maker from Fizz Creations, nominated for numerous awards and a winner at this year’s B&LLAs. “Products like that add a new layer of fun to the work we’ve been doing,” Francesca asserts. A new agreement with apparel licensee Poetic Brands has just been signed, which will see products rolling out from 2023.

From a vintage brand to a completely new one… this year also saw the on-boarding of new client Lillie Farrow, a mum of three, professional chef and social media sensation with over 90k Instagram followers. For Francesca, signing Lillie was as much personal as professional.

“I came across Lillie when I was weaning my own daughter. I found the information and books that were out there were intimidating rather than encouraging. Lillie was different and I knew she’d be perfect for a licensing programme that started with publishing and grew from there.” A book that will focus on ‘resourceful cooking’ for new and busy parents is in the pipeline, while other target categories

include food kits, kitchenware, food storage and infant products.

The Lisle team is looking forward to BLE and the opportunities it offers; clients the Style Sisters and Kate Smith Company – known for bright and uplifting greeting cards, planners and calendars – will be attending in person. “We’re thrilled that Kate and her husband Ryan are flying in from the U.S. to be there,” says Francesca. “She’s had a fantastic couple of years as her brand has really taken off in the UK.”

Also putting in an appearance –and touring the show floor – will be children’s characters Pinocchio and Milo. Lisle Licensing is the UK and Ireland agency for Rainbow Group’s animated series Pinocchio and Friends, which premiered on CBeebies in May, and has already cemented a raft of deals for the brand. Fashion UK’s apparel range will launch next spring, Kennedy has signed for magazines, Smiffys is on board for dressup, while a toy line from Flair GP is set to debut in spring 2023, supported by a full marketing campaign. Not bad for a series that launched mere months ago.

Meanwhile, the agency continues to build a strong brand presence for DeAPlaneta Entertainment’s preschool animation series Milo, currently showing on Channel 5’s Milkshake!. Ravensburger, Character World, Fashion UK and Tonies are all recent signings. “Social media, PR and marketing will ramp up a level this autumn ahead of the toy launch [from master toy partner Bandai] next year,” promises Francesca. “Our PR team, Grapevine, is in the final stages of securing a partnership with children’s newspaper First News, which will begin in Q3 and continue into 2023 with Milo lesson plans in the classroom.”

With the cost of living squeeze biting, Francesca is well aware of the economic pressures the industry is facing. “Consumers right now are looking for value in every pound they spend,” she concludes. “If we can achieve this at retail for our clients, without losing creativity or quality, we’ll be satisfied.”

Inset: Francesca Lisle, md, Lisle Licensing.

Top left: Partners lined up for Rainbow Group’s Pinocchio and Friends include Smiffys, Flair GP and Fashion UK.

Top right: U.S. brand Kate Smith Company’s cheerful offerings have proved a hit in the UK.

Left: Fizz Creations’ Tetris Tetrimino Waffle Maker, winner of a B&LLA award.

It’s an exciting time for Miffy, with 2023 being the Year of Rabbit. Brand owner, Mercis is ramping up its licensing programme with a number of high profile brand collaborations, as LSB discovers.

Driven by

design

When Dick Bruna first sketched Miffy in 1955 to entertain his young son while on holiday by the seaside in North Holland, he can’t have imagined that over 65 years later his little white bunny would be a design classic around the globe. The simple style of the drawings and restricted colour palette appealed to young children and although Miffy started life in children’s books, over the years she has evolved to become something of a style icon, with a rich merchandising programme spanning five continents.

Content creation

owner of the brand, explains the everlasting appeal of Miffy: “The illustrations are so clear and the colours so bright. It’s vibrant, it’s very iconic and it stands out. Miffy is loved by all age groups, not just children. The essence of Miffy is all about friendship, curiosity and uncomplicated fun, and yes, this appeals to children through Dick Bruna’s books, but we also bring out these values in other ways.”

Over the years, Mercis has partnered with brands that fit its core values, have global reach and add an element of surprise. “We try to seek out unusual collaborations,” says Marja. “Ones that you might not expect. We

The books are where it all began, and Dick Bruna wrote and illustrated over 120 books, of which 30 are Miffy titles. The books have sold over 85 million copies worldwide and have been translated into over 50 languages. Miffy and her friends regularly appear on television in many countries all over the world. The Miffy series includes both traditional animation and 3D stop-motion animation, as well as a new series in CGI.

A Miffy app was launched in 2021 with Azerion, with 15 Miffy games that allows young children to playfully learn numbers, shapes and letters in the wonderful world of Miffy. On top of that, children can enjoy fun games which feature colouring, cooking and making music.

Miffy books have been translated into over 50 languages.

Dutch

MIFFY

Inset: Exquisite Miffy crystal figures from Baccarat make beautiful gifts in the Year of the Rabbit.

Right: Miffybranded windows at Ichiba during the Miffy takeover.

Below: Just Dutch Miffy plush inspired by Piet Mondrian.

are driven by design and quality. We work with partners who love Miffy as much as we do and want to keep Dick Bruna’s legacy alive for future generations.”

One such collaboration is with French luxury brand and manufacturer of fine crystal, Baccarat. “The exclusive Baccarat Miffy is just beautiful. With her round silhouette, her big ears, her cross-shaped mouth and her little eyes drawn in fine gold, it is the ideal gift to celebrate the Year of the Rabbit,” comments Marja.

A pre-launch took place in June on Tmall.com. The global roll out began in July, including Miffy’s flagship store at Westfield Mall, Baccarat stores and other specialised retailers.

Another exciting retail activation has been taking place over summer in Ichiba, Europe’s largest food hall in Westfield White City. Ichiba decked out its 17,400 sq ft of dining and retail space with eyecatching window vinyls, brightly coloured POS and backdrops, plus a giant 2m high Miffy lamp. Ichiba’s chefs have been serving up Miffy-shaped foods, plus a range of Miffy-inspired lattes.

“The Ichiba takeover has been very popular over the summer and we’ve had to restock the merchandise as it has sold so well,” says Marja. “This promotion with Ichiba has given the brand fantastic exposure in the UK within a luxury retail environment.”

The Asian connection

Miffy is huge in Japan, where she’s been a familiar face since the 1960s. There are now 18 Miffy Style stores in Japan selling Miffy merchandise, two Miffy flower shops and seven Miffy bakeries.

In China this December at the Museum of Contemporary Art Shanghai, a Miffy exhibition will open sponsored by Adidas featuring modern artwork by a range of international artists.

Other brands getting on board with the Year of the Rabbit celebrations are Liberty London, which has created a Miffy plush collection with International Bon Ton Toys, building on its existing Miffy bags collection; while French company Les Toiles du Soleil has produced a fabric being made into product by Japanese licensee Motomachi. The focus on creativity, design and room for the imagination is also expressed through tie-ups with Speedo in China and an expansion of the crocheted plush range from Just Dutch into Nordstrom stores across the US.

“We’ve also entered into a long-term collaboration with Hema across its 750 stores in Europe, bringing Miffy to a wide range of categories, including stationery, gift lines and clothing,” says Marja. “It’s a very exciting time for Miffy, with new partnerships bringing this adorable character to new audiences all the time.”

Above: Miffy flower shop in Tokyo.

Inset: A collaboration with Speedo in China launched at the end of August.

Inset: Lattes served at Ichiba in Westfield White City.

Brand

collaborations, new launches and initiatives in the brands, lifestyle and heritage sector.

Natural History Museum partners with TSBA

TSBA has been appointed by Natural History Museum as its international licensing agent, enabling the Museum to expand its successful programme around the world.

With a wealth of style guide assets for both children and adults, and case studies of successful collaborations in the UK market (including Dunelm and Desmond & Dempsey), interest is already being seen in core categories.

“We are so excited to embark on this journey with TSBA,” commented Maxine Lister, head of licensing at Natural History Museum. “We are delighted to be expanding the programme globally to build relevant collections that will genuinely resonate with today’s consumers.”

Ian Mallahue, ceo of TSBA Group, added: “The calibre of partnerships already in place in the UK is a fantastic benchmark for the extension of the licensing programme.”

The Museum will continue to run the UK licensing programme directly.

Graham & Brown adds Joules

Lifestyle brand, Joules has teamed with Graham & Brown on a new collection of 46 wallpaper designs and two statement murals, all inspired by the British countryside.

The designs feature on three main trends – Contemporary Country, Modern Heritage and the coastal Galley Grade range.

The range is also due to be expanded with the introduction of Joules paint in September.

“We are delighted to announce the launch of our new wallpaper collection, created in partnership and with the expertise of Graham & Brown,” said Josie Will, licensing manager at Joules. “We feel this collection beautifully encapsulates the Joules lifestyle, with designs inspired by nature that allow the customer to bring their favourite elements of the great British outdoors into their homes in a way that is both eye-catching and timeless.

“It was incredibly important to us that the range be produced using renewable energy sources and carbon neutral methods, ensuring we’re doing what we can to protect the environment that inspires us.”

Inset: TSBA will be expanding the NHM programme globally.

Below: The new collection is inspired by the British countryside.

Below: The peanuts have been crafted to complement the taste of the beer.

Metrostar aids recovery

Suntory Beverage & Food

Above: Metrostar says that Lucozade, Lucozade Sport and Ribena are “promising propositions” for licensing.

GB&I – the UK’s third largest soft drinks manufacturer behind Lucozade Energy, Lucozade Sport and Ribena – has appointed Metrostar as its licensing agency to manage brand extensions for its portfolio of drinks.

This will mark the first time that the brands have been available for licensing opportunities.

Lucozade Energy is the largest energy drink in the UK drinks sector with sales of over £300m. With a proposition of sustainable energy, Lucozade Energy is seeking partners in food, health and well-being and the lifestyle arenas.

Lucozade Sport, meanwhile, is the UK’s number one sports drink brand and defines the sector with over a 75% market share. Its long association with sporting events and athletes offers up opportunities for companies in the active clothing, accessories, health, well-being and fitness spaces.

Finally, Ribena is a leading squash and ready-todrink brand in the UK, generating over £80m+ per annum in sales. Metrostar is investigating food, sensory and lifestyle possibilities for the blackcurrant squash.

“Iconic is an over-used term, but these brands need no introduction and as such are very promising propositions for licensing,” commented Claire Potter, md of Metrostar. “As well as strong functional attributes transferable to products, food and health, they have a wealth of imagery and assets which will work superbly well in lifestyle.”

Above: A further two beauty pop-ups will open later this year in East Asia.

Humdinger says cheers with Budweiser

In a deal brokered by IMG, multi-category healthy snack company Humdinger has partnered with Budweiser on the launch of three new flavours of coated peanuts.

The all-American flavours of the coated peanuts have been crafted to complement the smooth, crisp taste of the beer. They are available at select UK supermarkets, with the price ranging from £1 for a 60g bag to £1.75 for a 150g bag.

Gap teams with De Rigo

IMG has secured a deal between Gap and highend eyewear brand De Rigo to launch the first collection of Gap-branded eyewear.

The line features sun and optical wear for adults, juniors and kids, ranging from classic frames with clean lines to more fashion forward frames in bold colours.

Each pair of Gap-branded glasses comes with a hard-shell case and cleaning cloth or drawstring pouch, made from recycled materials.

Below: The launch marks the first collection of Gap-branded eyewear.

V&A branches out

The V&A is continuing its partnership with People Tree, launching its ninth collaboration with the ethical fashion retailer.

The collaboration was born out of a mutual appreciation of high quality materials and a love of print, pattern and colour. The spring/summer 2022 range features delicate floral motifs which are a reproduction of a cotton chintz and inspired by a fragment of block-printed fabric. The collaboration is now in its fifth successful year and the next range launch is due in the autumn/winter season.

The Museum’s beauty business is also continuing to grow in East Asia. Following the success of its existing beauty stores, a further two pop-ups will open later this year in Korea, the Hyundai and Lotte Seoul department stores.

Pink Key driving Quorn programme

Pink Key Licensing has been signed as the exclusive non-food licensing agent for global meat alternative brand, Quorn

The company will be aiming to pioneer a programme which reflects the brand’s aspiration to develop products with sustainability and environmental values at its core and to drive its ‘better for the planet’ messaging across the market.

“We want to work with licensing partners that uphold Quorn's commitment to a healthy planet,” commented Richard Pink, md of Pink Key Licensing. “First launched to UK consumers in 1985, Quorn closely aligns itself with a pioneering approach to food production, health benefits and sustainability and is now a brand for everyone. The message of regenerative business and planetary health will be fundamental to the non-food licensing strategy. We are looking for partners in

develop products that are built on ethical sourcing, recycled materials and

RHS heads home

RHS is continuing to build up the presence of the brand in the homewares category, with licensees making the most of the design assets to work in the home.

and cushions. The fabrics themselves can also be purchased for curtains, blinds or other soft furnishing projects.

In addition, the Annie Sloan with RHS Decoupage Papers collection is a new take on a centuries-old approach to household decoration whereby printed images on paper, from the RHS Lindley Collections, are torn or cut out and applied to a range of pieces, from cupboard doors to furniture and ceramics.

&

A selection of the artworks can be viewed online at RHSprints.co.uk, where botanical prints are supported by a bespoke framed printing service. Themes of ‘bringing the garden into the home’ and ‘letting the sunshine in’ have made this a particularly successful licence.

The themes and images also support the growing number of RHS partners in the homeware category. These include Sofas & Stuff, which has used RHS botanical art on fabrics across its range of British handmade bespoke sofas, chairs, beds, footstools

Meanwhile, online interiors brand Surface View supplies RHS flora and fauna-themed products ranging from prints and wall hangings to murals, tiles and lampshades. There has also been a recent extension into home décor for children. Dexam has also expanded the brand into the kitchen textiles market.

Cathy Snow, licensing manager at RHS, has also hinted that more major homeware licensees will be announced shortly.

Frugi and National Trust unveil collaboration

Children are being encouraged to enjoy ‘Busy Beaver Adventures’ with a new beaver-inspired sustainable and ethical clothing and accessory range from Frugi and National Trust

Dam-building beavers have been re-introduced by the National Trust at a couple of locations so far, with plans to introduce more widely, to revive lakes and rivers by helping to create new wetland habitats.

Now the creatures are the inspiration for Frugi’s latest collaboration with National Trust with the range including outerwear such as the Play Around Puddle Buster Coat, plus trousers, wellies, a fleece, jumpers, tops, pull ups, a dress and socks. There is also a collection of accessories including a picnic blanket, backpack, wallet, water bottle and lunch bag.

A minimum of £25,000 from sales of the Busy Beaver Adventures collection will be given to the National Trust to support projects such as beaver conservation work at Holnicote Estate in Somerset.

Right: A minimum of £25,000 from sales of the new collection will be given to the National Trust.

multiple categories that can

sustainability.”

Quorn’s commitment to a healthy planet.

Stuff have all been enjoying success with RHS homewares.

albus studios

Morris & Co shop-in-shop opens in Harrods

Heritage British design brand Morris & Co has opened its first shop-inshop in luxury London department store, Harrods

The home emporium –which will be in place until at least spring 2023showcases the brand’s collection of fabrics, wallpapers, paint and homewares, and aims to celebrate Morris & Co’s history and the legacy of renowned Pre-Raphaelite artist and printmaker, William Morris.

As well as wallpapers, fabrics, paint and cushions, the home emporium will house several of Morris & Co’s homeware ranges – from Path to Paisley jackets created from Morris & Co fabric cut-offs to an exclusive collaboration with lighting masters Pooky.

ARTiSTORY partners with Centre Pompidou

ARTiSTORY continues to expand its growing portfolio of cultural partners, signing global licensing rights for Centre Pompidou, with a first stage of development in Greater China.

The Centre Pompidou is a centre for art and culture where the fine arts interact with live performances, film, music and topical debates. Its iconic building, located in the centre of Paris, is home to the National Museum of Modern Art

With over 120,000 works of art, the Centre Pompidou is housing Europe’s richest, and one of the world’s largest, collections of 20th and 21st century masterpieces. Henri Matisse, Vassily

Kurt Geiger boards with TfL

Below: The new collection from Hillarys is made with natural bamboo.

House Beautiful unveils sustainable blinds

The House Beautiful brand has launched a new sustainable blind collection with Hillarys.

The House Beautiful UK x Hillarys Natural Bamboo collection is available in six ontrend shades, selected and curated in collaboration with the House Beautiful style team.

The range offers bespoke customisation, with both brushed and painted finishes available, plus a choice of 15 tape colours and eight metal pulls.

Natural Bamboo blinds are made from fastgrowing bamboo, which serves as a more sustainable option due to the plant’s inherent properties.

“We’ve been collaborating with House Beautiful for almost a decade, and the result is a stylish, practical and value for money collection of blinds and shutters that looks stunning and will perform at your windows for years to come,” commented Chris McKay, head of brand engagement at Hillarys.

Kandinsky, Robert and Sonia Delaunay, Frida Kahlo, Piet Mondrian and Marc Chagall join thousands of artists displayed among the galleries.

The Centre Pompidou also develops regional and international actions in the form of exhibitions, loans and sustainable partnerships.

Below: The Centre Pompidou has over 120,000 works of art.

Kurt Geiger London has joined forces with London’s transport network – Transport for London – to launch a new collaborative collection of bags and other accessories over the next 18 months. The collaboration was brokered by TSBA Group, TfL’s global licensing agent.

The initial ten-piece collection focuses on some of Kurt Geiger London’s most popular styles, featuring cardholders, a cross body, a structured tote and reworked versions of the bestselling Multi Cross Body and iconic Leather Kensington bags, replacing the brand’s signature rainbow with TfL’s prominent London Underground line colours.

Ellen Sankey, TfL’s brand licensing manager, added: “As two brands both born in London, it is great to see Kurt Geiger use our iconic assets in such a creative way. We both share a dedication to high quality design and through this partnership we look forward to seeing people wearing a little piece (or two) of the city wherever they may be.”

Above: The initial collection includes ten pieces.

Above: The opening of the home emporium coincides with a bumper year for Morris & Co.

Inset: Olly has injected his persona and energy into the range, being involved in all stages of the process.

There aren’t many occasions during any given working day when it’s acceptable to break open the wine. However, when you’re invited to a wine tasting with award winning wine expert, regular presenter on Saturday Kitchen, columnist and author, Olly Smith, it’s a different story.

For one, his genuine enthusiasm about wine and general exuberance can’t help but engage you. For another, it was actually work related.

EP Brands used Exclusively Housewares back in June as a platform to showcase its collaboration with Olly and Stölzle Lausitz, which has seen the launch of three separate collections of glassware. Discussing how the collaboration came about, Steve Platt, md of EP Brands, explains: “Stölzle Lausitz have supplied Olly’s consumer wine events ‘The Threewinemen’ for around five years. During this time, we have watched Olly’s persona and vibrant profile evolve, which has seen him become

Future licensing growth

the leading celebrity wine expert in the country. So, with the prominence of celebrity chefs like Jamie Oliver, James Martin

to name a few, having strong success in collaborating with tabletop and cookware brands in the retail market, we wanted to evolve this principle within the wine glass market with Olly Smith.”

The three ranges include an everyday drinking collection called ‘Charm’, designed for mid-week ‘cooking dinner at home’ nights; a dining collection called ‘Exuberance’ which aims to add to the experience of having friends over for dinner; plus the soon to be launched premium range, ‘Splendour’ for when you want to treat yourself to some ‘finesse in a glass’.

“We are in a position where there is no other celebrity wine expert that has an endorsed

While this marks the first licensing project for EP Brands, Steve is certainly open to exploring new market opportunities. “We always embrace the ability to be aware and learn as the market evolves to demands,” he asserts. “The opportunity to explore new market areas and apply a proactive fresh look at a principle, is very appealing for me and my team.”

With this collaboration, Steve believes the company identified that it could deliver much more than simply a glass to hold a drink. “The evolution of the demand for ‘experience’ as well as product is evident across the retail market in general. We have collaborated with, in our opinion, the leading professionals in our field. We have Stölzle Lausitz, the largest crystalline stemware producer in Germany; EP Brands, the largest commercial manager for tabletop glassware in the UK; leading celebrity wine expert, Olly Smith; and licensing agency Licensing Works, headed up by Guy Mottershead who led the Jamie Oliver retail tabletop project for the past decade. Along with companies like Pure Table Top, one of the leading tableware distributors in the UK, and Wineware.co.uk for drop ship projects, one of the leading online suppliers of glassware in the UK, we have completed a perfect jigsaw.”

We’re very used to seeing celebrity chefs team with tabletop and cookware brands, and now this trend has evolved into the wine glass market, thanks to a collaboration between EP Brands, wine expert Olly Smith and Stölzle Lausitz. LSB finds out more from EP Brands’ md, Steve Platt.

and the Hairy Bikers,

Below: Steve Platt, md, EP Brands.

range in the wine glass market,” Steve continues. “This was a strong appeal when starting the project. We are supplying trade customers with a celebrity endorsed product range and going one step further by delivering an experience to the end consumer. We have done this by educating the end consumer in how to enjoy the wine with the glass through Olly’s knowledge and interpretation, via QR codes and POS.”

Olly has also been key in helping to promote the range. “He has been at every meeting we have asked of him without question and reverted on every requirement needed to deliver this point of difference range,” says Steve. “We have held three wine tasting events (two at Exclusively Housewares and one at the AIS INDX show) that went really well. In addition, Olly has been over to Germany to have an immersive experience in how his ranges are made, and for Stölzle Lausitz to really welcome Olly into their family company. We are now working on tasting notes and the opportunity for gin cocktails and similar recipes to enjoy with his glasses.”

Retail reaction has also been strong: “The ranges went into a national chain immediately upon launch, and as a result of its strong reception further bespoke ranges were requested to explore this area of the market. Further independent and national groups are retailing the ranges and we are working with retailers to create bespoke Olly Smith ranges that are tailored to their market demographics demands.”

Steve furthers: “Also, Olly will soon be on national television with one of his ranges which we are very excited and proud of. But this project has a principle where we believe that we identified a gap in the market, and we are successfully expanding into this gap and

Inset: There are three ranges within the Olly Smith Collections with Stölzle Lausitz – Charm, Exuberance and the soon to launch Splendour.

Above: The retail reaction to the ranges has been “fantastic” says Steve.

looking forward to further evolution of the project.” Indeed, Steve and his team at EP Brands are confident there is scope for further collections with Olly. Following the success of his book, Home Cocktail Bible, Olly has been commissioned to write another cocktail book for release in 2023, so the project will be evolving to include cocktail glasses and utilising QR codes to offer an exclusive cocktail recipe to consumers. In addition, the complementary area of barware is also being worked on.

The range has also been nominated in The Licensing Award category in this year’s Excellence in Housewares Awards, a fact of which Steve is immensely proud. While eyeing up awards success and growing those all-important sales are the immediate aims, Steve and his team are also focused on long-term achievements with the collection.

“At the moment we are in the middle of a thriving point of difference licensing project that has been so well received by retailers that we are continuing to deliver on our remit to deliver the ‘Olly Experience’ into people’s homes through his glassware. We remain open to reaction, ideas and opportunities to deliver more success and enjoyment to end consumers, while delivering sales results to Stölzle Lausitz and our customers,” Steve concludes.

Thepower of

One of the first projects I worked on when starting up Golden Goose way, way back in 2002, was an idea to develop a Trebor minty breath spray. As a young(ish) newbie to the licensing world I helped pitch this into Cadburys before the idea was eventually subjected to the rigours of their gate process. When the opportunity was finally rejected after several months of work I was completely dumbfounded. My manufacturer partner was delivering a brand extension opportunity, coupled with significant amounts of cash for the rights to their, quite frankly, archaic brand. However, the answer, after multiple meetings and presentations, was still a painfully hard no.

During the following two decades, as Golden Goose grew and we developed a degree of experience, I experienced this pain of rejection multiple times, often from venerable clients who, in their wisdom, decided to reject ideas that, to my mind, were no-brainers. Of course the fact that our agency only earned commission on royalty generated may have affected our impartiality, but this didn’t dissipate the feeling of frustration when brand owners rejected licensing opportunities that we bought them.

Thanks to these rejections, some of our greatest product ideas and opportunities never saw the light of day but now, with the benefit of hindsight and multiple product launches under our belt, the rejection is easier to understand. In fact, while it’s not an exact formula, there’s probably some truth in the idea that a brand’s value is directly in proportion to the value of the opportunities it rejects.

The over-excited licensee

Often wide-eyed from a first visit to BLE, these manufacturers are usually new to licensing and tend to over-estimate the effect a brand might have on their category. While they may already have a partially successful product in play, the potential addition of your brand will tip them over the edge, securing massive retail listings and huge revenues with only a 5% market share. While it may be tempting to say yes to their enthusiasm and draw up an agreement with some hefty minimum guarantees, the reality is that, in 18-24 months time after the product hasn’t quite cut through (tanked) and the only income due is minimum guarantee payments, you’re in for some very difficult conversations.

Adam Bass, md of Golden Goose, talks through a number of reasons why a brand might reject a licensing opportunity and why ‘no’ is such an important word, both in life and licensing.

Inset: An over excited licensee could over-estimate the effect a brand might have on their category.

The reputational risk assessment

In a conversation with a licensee about branded child car seats, my more experienced colleague suddenly grew dour and pessimistic, even with significant numbers on the table. It was only after the meeting that he shared with me the concern that our client would likely feel that this product was a risk too far for their brand. Other deals I’ve worked on have floundered because of too much soy (or soy from the wrong place), concerns over manufacturing practise and, increasingly, environmental/sustainability issues. It’s great that brands are embracing these important trends and that they are now part of the NPD process, because licensing has a responsibility to ensure that products and brands that espouse their core values do not undermine those values in their manufacturing methods.

Having started off 20 years ago as someone who didn’t understand why a brand might reject a licensing opportunity, I can now think of a number of reasons.

The additional product grab

Let’s say you have a gardening accessories licensee who sells gloves, pots and a few other bits and pieces. Let’s say that, because of a request from a retailer, they want to move into a gift featuring a pair of garden shears. This classic product grab is one you need to handle with care because, if your brand has the credentials to move into garden tools, this simple grant could potentially scupper that opportunity, leaving you with only one gifting licensee rather than the potentially very valuable addition of a specialist in the more serious garden tools category.

The over-engineered product

While it might sound odd, products that are too good and over deliver for the brand will surprise and confuse consumers who might be expecting a lower price and better value.

It’s always difficult to tell licensees (who you trust to be the expert in their category) to tone down their product quality, but getting this wrong will just mean that you lose momentum and have to reformulate in 18 months after the sellthrough is worse than expected and retailers are pressuring you to delist the product. Asking for a reduction in quality and added value is a sign of a mature brand licensing programme that knows its positioning and audience.

The under-engineered product

Once you get past the excitement of receiving product submissions, you need to step away, step back and ask yourself the question, is this product actually any good? While it’s relatively easy to spot a cheap and nasty product, a poor quality submission may unfortunately be the symptom of the wrong partner and sometimes, no matter how much you reject, the licensee may just never get it right. However, you must persist. Saying no to the wrong product is a critical part of the licensing process.

These are just a small selection of the reasons to say no. No is such an important word in life; it requires courage, conviction and sometimes even moral rectitude to turn down, reject or deny yourself opportunities that might seem tempting or exciting. So, perverse as it may seem, these days I often tell licensees that they are paying for the brand owner to say no. Just ask any parent, it’s easy to say yes all the time but it doesn’t help you in the long run.

Next time, before you give the green light to a product or a licensee just remember that there is one, two letter word that can protect your reputation, save you time, insure you against disaster and generally keep you out of trouble. Sure, yes is sexy and positive and optimistic and salesy, but if you want to know what you’re really worth, try saying ‘no’ once in a while.

Inset: Potential deals have been known to flounder because of too much soy (or soy from the wrong place) and, increasingly, environmental/sustainability issues.

With 91% awareness in the UK, the reach of the Battersea brand is enormous and, with the post pandemic UK pet population having soared, there has probably never been a better time for Battersea to make the transition to high street brand. LSB catches up with licensing manager, Warren Traeger, to find out more.

While the heritage of Battersea

Dogs & Cats Home spans over 160 years, it is still very young when it comes to its journey within the consumer products space.

Licensing sits within Battersea’s income generation division and is one of three commercial revenue streams, alongside corporate partnerships and the retail teams.

Warren Traeger, who took on the role of licensing manager in October 2021, explains: “This is great for us on the licensing side as it gives us a full overview of all revenue streams supporting Battersea so we can identify large scale opportunities, alongside quick wins.”

After launching a new style guide at the end of 2019, only for CP plans to fall by the wayside or be significantly delayed due to the pandemic, last year’s BLE marked the first time that the new look Battersea licensing programme was showcased to the industry, enabling it to be seen for the first time as a commercial family-focused lifestyle brand.

SuperfurryWarren says: “We were able to show examples of beautiful and fun product that was live in market, such as the M&S DTR gift range, accessories and gifts and cards, stationery and calendars, all targeted to the enormous population of dog and cat loving humans. Alongside these were some of our first pet products including new pet beds, toys, ceramic-ware and our very successful ice cream for dogs by the amazing team at Jude’s.”

Working with The Point.1888, Battersea is now busy with approvals for product due to launch in 2023. Warren continues: “In particular, the expansion of products for pets is going to be very exciting to see with new licensee Amber House on petcare - which is currently being tested by our Battersea groomers on some of our residents - and also a brilliant range of car safety and travel accessories by Saxon.”

In addition, Warren believes that there is a lot of untapped potential in publishing. “Home and gifts

Inset: The launch of Jude’s ice cream for dogs has been a huge hit.

Below left: Warren Traeger (and Ernie), licensing manager, Battersea Dogs & Cats Home.

Bottom: Battersea has enjoyed success in the greeting cards category.

Key deals

“An area I am very excited about is softlines and believe that clothing and accessories will be a huge opportunity for Battersea,” says Warren. “Dogs and cats are a huge theme in this category and there is an ever-growing trend for human and pet co-ordinated products.”

Alongside Drew Pearson on accessories, Battersea has signed Bro Global as its apparel licensee developing both kids and adult daywear and nightwear. It will also be introducing two additional accessories licensees – Cityfax on socks and hosiery, plus Meller Design for a broad range of softlines as well as jewellery, cufflinks and pin badges.

In the publishing category, Welbeck will be launching two puzzle books for Christmas, while the autumn will see the first of several crafting projects launching with Practical Publishing across Crochet Now, Inspired to Create, Creative Stamping and Knit Now magazines.

are also areas where there is always something new and interesting that can be added to the programme,” he says. “Two categories I would personally love to crack are home fragrance and garden products. As an owner of two dogs, while I won’t have a bad word said against them, I am all too aware of challenges of walking into the home and it smelling ‘doggy’. We spend a lot of money on fragranced candles, diffuser sticks, room sprays, etc and I would love to work with someone to develop the best pet odour neutralising range. “Additionally, as a keen gardener, I love that synergy the world of horticulture and pets has. Whether accessorising the garden, creating dog or cat sensory areas or planting pet friendly plants for either calming or stimulation purposes, outdoor spaces are an integral part of our pets’ lives.”

Of course, the values of any partners also need to align with those of Battersea, as Warren explains: “Working with partners who want to work with us, value what Battersea does and also see the vision of what the brand could be is essential. At the moment we are a small commercial opportunity against the giants of the licensing industry, but post pandemic our UK pet population has never been as big as it is.

“With over four million more dogs and cats than in 2019, over 50% of UK households owning a pet and over 40% of new pet owners in the last two years aged 18-34, the landscape is changing significantly and never has there been a better time for Battersea to be a high street brand.”

Warren continues: “We want to work with partners who want to create products that are relevant and serve a practical purpose in the life of pet owners, with the trust and expertise that the Battersea brand is known for, as well as beautifully designed, fun and desirable products that share our love and joy of dogs and cats.

“As much as we are a brand with purpose, we want products with purpose.”

On top of this, there is also an educational element, with Warren explaining that he would like to combine training and advice into the products.

“We are looking at a new piece of work integrating content into pet products for next year, for example, when you buy a shampoo, linking it to content on our site as to the safest way to shampoo your dog,” he says.

“We have a wealth of content that will add huge value to consumers and ensure that our work is truly benefiting every dog and cat.”

Inset: Battersea is now busy with approvals for product launching in 2023.

Inset: Ceramic-ware was among the first pet products to launch.

The LIFE picture collection is a visual chronicle of the 20th Century and one of the most prestigious private photographic archives in the US. With a successful consumer products programme in numerous territories, LIFE is looking to further expand in the UK and Ireland, welcoming a new agency, teaming with fresh licensees and eyeing new opportunities. LSB finds out more.

story

You’re probably already familiar with a number of the images in the LIFE Picture Collection – it has over seven million licensable images in its portfolio, meaning it is a source of almost endless inspiration for partners. This incredible brand recognition and strong emotional connection to its images is something which LIFE is looking to leverage to further develop its existing merchandising business. “LIFE has been licensed for merchandise for more than 15 years and we are expanding the programme into new territories and products every month,” Tom Rowland, president of LIFE, explains. “As we focus on a younger audience, we will be able to explore new opportunities and see our licensing programme grow stronger. We have been very successful in Korea, Japan and Europe. We’ve had the opportunity to produce a wide range of products including craft beer, disposable cameras, phone accessories, luggage, apparel and even LIFE branded pop-up shops. We are proud to have incredible agents all over the world truly dedicated to their work to assist us with these new and exciting ventures.”

Inset: Tom Rowland, president, LIFE.

Inset: The LIFE picture collection is an “unprecedented cultural asset” says Tom.

Below: The collection has over seven million licensable images.

now on board to help take LIFE to the next level. Tom comments: “We believe their vision for LIFE in the market aligns with ours and is centred around strategic partnerships and innovative programming. We also felt that their existing portfolio of historical, artistic and lifestyle brands nicely complements the LIFE brand.”

So, what makes the LIFE image portfolio timeless? Tom continues: “The LIFE Picture Collection is an unprecedented cultural asset with millions of untold stories and unseen images from historical figures and iconic moments in our history. While the images document specific moments in history, the themes our images convey including community, relationships, nature and fashion are universal and will be relevant to consumers long into the future.”

Below:

As well as its variety of themes continuing to strongly resonate with today’s consumer, Tom says that LIFE has employed a number of tools which licensees can utilise to identify images that match the themes they seek. “For instance, searching our collection on Shutterstock and Google Arts and Culture empowers licensees to locate images by keyword, time period and photographer,” he says. “Licensees can also take advantage of our newly redesigned style guide to leverage the patterns, layouts and designs that have been expertly curated by graphic design experts and artists. Finally, our

LIFE: Need to know

The LIFE Picture Collection is the visual chronicle of the 20th Century and the most prestigious private photographic archive in the US. The collection has over seven million licensable images in its portfolio covering Hollywood, history, innovations in photography, sports, science, technology, fashion and music. Some of the most recognised images include the VJ Day Times Square kiss and the Launch of Apollo 11. In addition, it has a host of celebrity images featuring Marilyn Monroe, Steve McQueen, Martin Luther King Jr., and John F. Kennedy.

It also has more than ten million followers across Twitter, Instagram, Facebook and Pinterest, continuing to engage existing and new audiences with its content.

BLE plans

“Our team is really excited about all the new opportunities Brand Licensing Europe has to offer,” says Tom. “With the theme being fashion, we will have a unique opportunity to showcase the fantastic lifestyle products we’ve already developed and identify similar opportunities for future partnerships.

“We are also excited that our outstanding agents, Licensing Link Europe from the UK and Maurizio Distefano Licensing from Italy, will attend the event in full force to source new programmes. With a strong presence from our agents, we are sure that Brand Licensing Europe will yield a variety of new opportunities for the LIFE brand.”

staff have spent years studying the magazine, working with former photographers, and reading caption notes and are well versed to assist licensees curate a stellar new collection.”

LIFE has already enjoyed success in both softlines and hardlines. Typically, the most successful products can be seen within apparel, stationery, linens and everyday lifestyle products.

One of the latest partnerships is with Cotton Division for a variety of LIFE-branded apparel and bags in retailers throughout France. There are also “a number of exciting opportunities in the pipeline” teases Tom. “As we look towards LIFE’s future, we seek to modernise the brand and continue connecting with younger consumers,” Tom continues. “Through our UK efforts, we hope to implement new programmes that will help us reach untapped consumers. By working quickly, remaining flexible and adhering to LIFE’s core identity, we hope to modernise this iconic 20th Century juggernaut and solidify its place in the 21st Century.”

Inset: LIFE branded pop-up shops have proved a success in certain territories.

Apparel has been one of the consumer products categories where LIFE has seen success.

Inset: Years have been spent studying the magazine, so the team are well versed to assist licensees in curating new collections.

Cultural

references

Sizeland, head of licensing and business development, V&A

“This year has seen the continued momentum of growing our brand licensing business. We have activated key strategic developments with some of our long-standing licensing and retail partners in China, Japan and Korea. We are cementing some very interesting new relationships in the UK and Europe, which should provide us with some terrific opportunities for embedding the V&A’s core mission for promoting excellence in design, manufacturing and craftsmanship.

2022 began with the ground-breaking launch of the first V&A and Chow Sang Sang Jewellery stores in K11 Musea, Hong Kong and The Londoner, Macau. Following on from the launch in 2021 of our V&A Beauty brand of skincare and cosmetics with Korean licensee Healer.B, we have added a men’s skincare range and opened two new V&A Beauty concessions in department stores in Seoul, South Korea and Osaka, Japan. Additionally, a two-week pop-up V&A Beauty store opened at 'Hyundai Seoul' in March and another in Lotte Myeongdong, Seoul in June. Three further stores are planned to open in Seoul; two permanent, plus a pop-up for December.

We are underway with some exciting projects with new licensees, whose design and craft credentials are allowing us to explore culturally diverse traditional manufacturing techniques (and digital printing methods) particularly in textiles and wall coverings. Also coming up, Love & Roses womenswear label (owned by Next) is launching its new V&A autumn/winter collection, with the patterns and artworks reflecting the V&A’s collection of centuryspanning floral textiles and natural history prints.

The V&A is probably best known for its incredible exhibitions on fashion themes. It is also guardian of the UK’s national collection of jewellery, holding over 16,000 glittering and exquisite pieces. Despite these plaudits and decades of searching, believe it or not, we do not have a jewellery licensee with UK distribution. It would be a wonderful achievement to identify and appoint a licensee which

either in costume or fine jewellery. The doors are open in South Kensington…”

Lauren

specialises

Inset: The Museum continues to make an impact in the fashion space.

Below: The V&A’s Lauren Sizeland collecting the Museum’s latest award at the B&LLAs earlier this year.

The heritage sector – from museums and galleries, through to universities, gardens and stately homes – continues to gain momentum when it comes to licensing, with 2022 having seen some high profile product launches and collaborations. LSB catches up with just some of the companies operating in the sector.

Maxine Lister, head of licensing, Natural History Museum

“We have a brilliant new launch with Joanie, a sustainable online womenswear retailer, which we have been working on for quite a while and are delighted to see this launch.

We have also recently launched our second collection with Dunelm, this time focused on British woodlands, which sees the brand expand into many new categories. We currently have lots of new partnership conversations happening, some of which will come to fruition in 2023, which we are very excited about. I have also appointed a senior licensing manager – Emma Russell - to oversee the UK licensing programme, so that I can concentrate on supporting our new global agent TSBA

With Emma’s extensive background in toy we are now able to focus on this as a key category, by creating a strong strategy and talking to key partners at BLE. We are really keen to explore this area as we feel there is huge potential for the brand. I am also excited about the launch of our international programme via TSBA. We have

Tina Warner, image, media and brand licensing manager, Royal Museums Greenwich

“It’s great to report that we’ve had a busy and positive year so far. Our collaboration with Celestron, which manufactures telescopes, has continued to grow and in June we launched binoculars in partnership with them. Our partnership with Olympia Le Tan continues to flourish with our range of handbags and clutches. It’s also always wonderful to work with our long-term partner Rampley & Co which makes beautiful silk pocket squares using images from our collection.

We are investigating moving into bespoke alcoholic drinks, in particular, craft beers and spirits. There are obvious links with alcohol and maritime history which we hope to synergise with an aspirational associate.

A partnership with Inside the Box games will see the launch of astronomical, Ecliptic board game later in 2022, with more details to come on that one soon. The upcoming 350th anniversary of the Royal Observatory Greenwich will also be one of our core focuses for 2023. ROG is the home of Greenwich Mean Time and the Prime Meridian of the world.”

for Tina this year.

various categories and territories as part of our strategy.

For the remainder of 2022 and into 2023, the focus will be on continuing to support our existing licensees as well as hopefully signing some great new toy licensees to join the NHM licensing family. We have a lot of opportunity globally with TSBA so I am very excited to see how conversations move forward and how we can support them. We’ve had lots of interesting conversations happening even before BLE, so I am feeling very positive regarding the next few months.”

Judith Mather, b2b and brand licensing director, National Gallery

“The highlight from the gallery would be our collaboration with Dr Martens We created four products as part of this collaboration – two shoes with Seurat Bathers and Monet The Water-Lily Pond, a traditional Van Gogh Sunflowers boot and a multi artwork back bag. Apparel has also proven quite strong this year - we continue our work with Blackstone Designs, Poetic Brands and Pull and Bear. Our presence in North and South America went from strength to strength this year; we have see exponential growth in the appetite for artrelated merchandise.

Currently, we are searching for new UK and international partnerships and licensees within home products, and in particular bedding and ceramics. We are launching some exciting collaborations with Canned Wine and are in our sixth year with the Delicious Art brand in Boots. We are also exploring experiential pop-ups to coincide with our 200th anniversary in 2024.”

Left : Make-up products from Jejo via the museum’s agent in China have proved a success

Right: The collaboration with Celestron has been a highlight

globally, with TSBA Group on board.

Left: Maxine Lister, head of licensing, Natural History Museum.

INSPIRING DESIGN

Historic Royal Palaces is the independent charity that cares for the Tower of London, a UNESCO World Heritage Site, Hampton Court Palace, Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle and Gardens. Our award-winning licensing programme has much to offer our licensed partners, including: For licensing opportunities please contact: licensing@hrp.org.uk WWW.HRP.ORG.UK

Brand longevity with global recognition and appeal Unique association working with an iconic British Royal Brand Over 1,000 years of inspiration and authentic story telling Commercial opportunity to create innovative product and design Conservation of our cultural heritage for everyone, now and in the future

Marijn

head of global partnerships & licensing, Van Gogh Museum

“Partnerships in the form of licensed products and sponsorships allowed us to inspire people all over the world, even when the Museum was closed [due to the pandemic].

In spring, Italian olive oil brand Monini partnered with us for the exhibition Van Gogh and the Olive Groves celebrating Van Gogh’s fascination with the olive tree. Monini made it possible to bring Van Gogh’s art and love for nature into homes and on the tables all over the world with a special edition of Monini extra virgin olive oil dedicated to Vincent van Gogh.

Winning a B&LLA in the Best Brand Licensed Health & Beauty Product or Range category for the perfume Sunflower Pop with the sustainable British fragrance brand Floral Street this April was definitely a highlight. We continued our collaboration with the introduction of two home fragrance collections in July, bringing to life two of Van Gogh’s most famous masterpieces: Sunflowers (1889) and Almond Blossom (1890).

The museum’s collection and knowledge of the art of Van Gogh and his contemporaries offer partners an unparalleled insight into the artist’s life and work in the context of his time. For now, we are working hard with Floral Street Fragrances on the roll out of

the incredible Home Fragrance range and Blueprint Collections on their third phase range as success in the stationery category continues to build. For 2022 and 2023, the year we will celebrate the Van Gogh Museum’s 50th jubilee together with the public and our partners, we continue to look for brands that naturally link to Vincent van Gogh, in what drives them or their consumers.

We are in the enviable position where we can work with the assets we own with a view to bringing to market beautifully created and delivered product. To be able to do that, the companies we collaborate with and licence these assets out to also need to be able to deliver that creativity. That means we are always on the lookout for new partners that offer a different creative angle across finished product, as well as innovative ways of bringing this to market that focus on better working practices and ethically sourced raw materials.”

Smith, commercial manager, Eden Project International

“This year has been very exciting for us so far. We were very proud to receive the award for the most sustainable product at the B&LLAs in April for our compostable coffee pods with our partners Fresh Coffee Shop. Lifestyle Garden and LSA were also in the shortlist for this award, highlighting our sustainability credentials across our portfolio. This was closely followed by success with a Gold medal at RHS Chelsea Flower Show for our peatland display, showing gardeners how to protect landscapes by switching to peatfree composts.

Eden’s licensing programme is built on a foundation of long-term, purposeful partnerships that provide sustainable, often unique, products and services. It is a growing licensing programme that leads the way in sustainable licensing. It’s about being joyful, creating the unexpected and using the Eden Project brand to tell engaging stories about amazing projects and products.

Focusing on a low carbon, circular model, Eden’s licensing recognises that our future well-being depends on working with nature, understanding that resources are finite and that waste is not an option. We have also pledged to go beyond net zero, becoming a climate positive organisation by 2030.

Our main focus this year will be continuing to grow our existing programme. We are looking to refresh some of our ranges including our seed range with Franchi, Seeds of Italy and our coffee pods as we are now really pleased that we are home compostable certified. We will also have some exciting new collaborations to announce.”

Veraart,

Tracey

Right and below: Floral Street Fragrances is a great example of a collaboration where there is total synergy between licensor and licensee, says Marijn.

: Eden Project has a growing programme that leads the way in sustainable licensing, says Tracey.

MUSEUMS, HERITAGE & CULTURE

Jenny Smyth, licensing manager, Historic Royal Palaces

“We kicked off the year with a new coin from The Royal Mint - a partnership which has been hugely successful for HRP - with two collections inspired by the Tower of London. The third collection celebrates ten Royal Beasts chosen by King Henry VIII to line the Moat Bridge of Hampton Court Palace. The Lion of England coin launched in February and is to be followed by another in September, with the series running into 2026.

We also celebrated HM The Queen’s Platinum Jubilee with Superbloom at the Tower of London.

The licensing team were busy developing product to celebrate this momentous event, including a new bespoke tea blend with Harney & Sons and a new jewellery collection with Clogau. The floral theme continued to inspire a Lily of Valley jewellery range.

We are undergoing some exciting developments internally to really help grow the business and target our key categories - fashion, homewares, food and drink, toys and games, health and beauty, jewellery, stationery, gifting and collectables, kitchenware and tabletop.”

Ian Downes, licensing agent for The Ashmolean

“I am pleased to say we have added a number of new licensees, consolidated things with existing licensees - many of these are growing their rangesand we have a number of new conversations in development which are looking promising.

We have added a range of new licensees including Hook Norton Brewery (Ashmolean IPA); Welbeck Publishing (Around the World in 80 Pots); Ramsey (silk squares and jacket linings); Team Tea (Ashmolean tea blend); and we have also been part of Blu Goblin’s programme of limited edition collectables, plus have an ongoing partnership with Conway Stewart (pens, inks and gift sets). Park Agencies have also achieved success with their apparel programme gaining retail listings.

All these licensees join existing partners such as Woodmansterne

Flametree, The Oxford Artisan Distillery and Surface View.

We are keen to develop a stationery programme and, likewise, we are building momentum in the food and drink category. We would like to expand on this into food gifting and working with established food brands one partnerships. The Ashmolean also has a strong connection with gardening and garden history through the Tradescant family. They were plant hunters and explorers and much of the original collection at the Ashmolean was gifted by them. We also hope to build on developments in the home furnishings and décor markets.”

You have to focus on what makes your heritage brand unique and dial this up. We have done this with the Ashmolean and it is working. I think there is also room for heritage licensing to grow into new categories and market sectors.”

Len Dunne, ceo, Fitzwilliam Museum Enterprises

“The Cambridge team has continued to develop and deepen agent partnerships which in turn has generated apparel deals to establish the Cambridge brand in international territories. This is demonstrated by several retail firsts for us in 2022 - a pan-European fashion deal managed by Plus Licens; a collab with Mackintosh just launched in Japan via Ingram; a capsule collection of collegiate inspired designs with Korean brand HAZZYS through our agent Infiniss; as well as apparel launches in Latin America supported by our agent Big Hands, and North America through Bradford FME’s product development team successfully launched a gift range inspired by the striking black and white animal illustrations of Cambridge zoology professor, Hugh Cott who wrote the definitive book on camouflage in nature and advised on its military use in WWII.

Establishing the apparel category across multiple territories is well under way, and our agents are now looking at back to school, toiletries and stationery. In addition to University branded athleisure ranges, we are also looking at technical sportswear inspired by Cambridge’s rich sporting history combined with the increasing emphasis and importance of sport for well-being. We would also like to increase the focus on content from the museum collections.”

Above and left: Len says that the Hugh Cott illustrations are being added to the museum collections portfolio in time for BLE.

The Ashmolean’s collection has great potential for licensing, believes Ian.

Right and below: The Platinum Jubilee was celebrated at the Tower of London with Superbloom.

Brand

Licensing

at The National Gallery, London

Our licensing programme, featuring images of some of the best-known paintings in the world, continues to grow year on year. Our wide range of categories include apparel, stationery, homewares, food and drink and gifts.

Our reach also continues to expand into new markets across the UK and internationally.

Our most recent licensing agent ARTiSTORY, with global rights excluding China, are building an eco-system of art, cultural and science related IP. Equipped with their unique “Artefacts to Merchandise” and storytelling capabilities, we are developing licensing programmes with global retailers and international consumer brands to expand our engagement to world-wide audiences. Inspiration includes masterpieces by Leonardo da Vinci, Raphael, Michelangelo, Cézanne, Gentileschi and Van Gogh.

Another successful licensee is the Brazilian brand Chilli Beans with a range of high-end sunglasses and watches bringing culture, art and history to Gen-Z audiences. The range is now available online and in stores in Brazil.

Closer to home, our success story with the IG Design Group, Delicious Art ™ food gifting range in Boots, continues to evolve and is now in its fifth consecutive year. The new food and drink sets featuring beautiful imagery of National Gallery paintings will be available in over 400 stores nationwide and at Boots.com.

Another successful collaboration was with the iconic brand Dr. Martens, who created beautiful shoes and accessories with the Gallery’s artwork. Products were sold on all Dr. Martens sites nationally and internationally with tremendous success in both the UK and North America.

Join us as we continue to develop and expand into new sectors and regions with some of the world’s most beloved paintings.

Images courtesy of Dr Martens, Alfilo Jejo, Pepperbrands Chilli Beans © The National Gallery and National Gallery Company.

PROPERTY

National Gallery Global Limited, London

LICENSING CONTACT

Judith Mather judith.mather@nationalgallery.org.uk

+44 (0) 20 7747 5973 • nationalgallery.org.uk

Team games

Le Mans ready to mark 100

Ahead of its 100th anniversary next year, 24 Hours of Le Mans has revealed collaborations with British apparel brand Castore and Bologna-based atelier The Outlierman, in deals brokered by IMG.

As the official outfitter of 24 Hours of Le Mans from 2022 to 2024, Castore has created a premium range of fanwear inspired by the classic designs of the world’s oldest endurance racing event. Meanwhile, The Outlierman’s three-year collaboration as the race’s official licensee will include limited-edition capsule collections featuring silk and leather accessories dedicated to fans.

Legends on board for World Rugby

World Rugby - via its master licensee IMG - has appointed Legends as the official retail partner and operator for Rugby World Cup 2023 in France.

Legends, which also served as the official retail partner and operator for the 2019 edition, will operate all the venue stores and fan zones during the competition.

Two megastores in Paris and Marseille are also set to open in August 2023.

Right: Legends will open two RWC megastores in August 2023.

World Cup kick off for Panini

Panini is looking to score with its FIFA World Cup Qatar 2022 Sticker Collection

The collection is packed with stats and facts and also features a fresh new design. All 32 qualified teams are included and are represented by a squad of 18 players, official strips and badges.

The collection consists of a total of 670 stickers, including 50 special stickers. In addition, for the first time in a FIFA World Cup collection, fans can find Panini Extra Stickers – super-rare stickers inserted randomly into standard packets. These stickers stand out from the main collection as they feature an action image on the front. 20 players have been selected – both Legends and Rookies – and each is represented in different colour variations.

The sticker collection will be backed by a heavyweight marketing campaign including TV advertising, marketing across digital platforms, newspaper campaign, nationwide sampling and cover mount activity, as well as an integrated PR campaign. There will also be widespread support for retail in terms of POS and retail sampling initiatives

Inset: The Outlierman’s three-year collaboration includes limited edition capsule collections.

Below: All 32 qualified teams are included in the sticker collection.

From winning football teams through to 100 year old endurance racing events, LSB rounds up some of the latest activity in the sporting arena.

UFC Collectibles launches auction platform

UFC Collectibles

– the official home to licensed UFC memorabilia, owned by The Memento Group, the UK-based sports licensing, retail and memorabilia business –has now expanded its offering with the launch of a new auction platform.

Accessible via auction.ufccollectibles.com, the new UFC auction platform joins the existing ecommerce shop as an integral part of the multiyear deal held between UFC and The Memento Group that has provided fans with a trusted destination to source authentic items straight from the Octagon, as well as limited-edition collectables and official replicas, since UFCCollectibles.com was launched in January 2022.

The new auction facility enables fans to bid on exclusive memorabilia, such as event worn jerseys, gloves, shorts and other unique items. The shop will continue to stock official replica items, signed pictures and posters, plus re-engineered memorabilia such as its popular ‘Canvas in Acrylic’.

Danilo makes a date with Lionesses

With football finally come home thanks to the talents and hearts of England’s Lionesses, official licensee Danilo ran with the ball to get its latest products approved by the English FA.

As England’s women lifted the Euro 22 trophy at Wembley Stadium on 31 July, the Danilo team was already in sporting action sifting through the celebration photos to pick the best for its 2023 calendar, having been working with the FA as the official licensee for calendars and cards for the past

Formula 1 exhibition plans confirmed

Formula 1 has secured a deal to produce a first of its kind international travelling exhibition and immersive experience covering the past, present and future of the FIA Formula One World Championship

Dreamtex scores with The FA

Dreamtex has secured a new partnership with The FA for UK home textiles celebrating the England football teams during a busy tournament year.

The partnership will see the unveiling of a new footballthemed home décor range to include England bedding, towels, blankets, ponchos and cushions based on an eye-catching and patriotic style guide.

Honouring both the men’s and women’s England teams, the genderless collection will appeal to England fans of all ages and those who aspire to be the next Harry Kane or Ellen White scoring goals at Wembley Stadium.

“We have already seen a surge of enthusiasm from industry buyers registering their interest in this phenomenal licence,” commented Anthony Duckworth, md at Dreamtex. “Stock is expected this autumn/winter just in time for England to kick off their World Cup campaign in Qatar on 21 November.”

Left: Danilo has seen a jump in demand for the Lionesses official calendar and cards.

three years.

And on 3 August, Danilo received official approval for the product that allows everyone to make a date with the Lionesses, the first senior England football team to win a major tournament since the men lifted the 1966 World Cup.

Dan Grant, licensing director at Danilo commented: “Since the result, we’ve already seen a big jump in demand for the official calendar and cards, including personalised cards, plus we’re pleased to announce the 2023 England Women’s Calendar has already been updated to feature the Champions’ branding to highlight the team’s welldeserved achievement.”

Working with Round Room Studios – the production company behind successful exhibitions including Jurassic World: The Exhibition and Mandela: The Official Exhibition among others – the Formula 1 Exhibition will include historic artefacts, new commissions and will use unprecedented access to the film archives at F1 to deliver an ‘immersive and interactive’ journey through the of motorsport’s greatest spectacle. The first official exhibition in Formula 1 history, it will be curated by a cast of F1 experts, historians and journalists.

Below: The new partnership will honour both the men’s and women’s England teams.

existing ecommerce shop.

LicensingSource.net is the go-to resource for finding out what’s happening in the global licensing industry.

Including news, interviews and analysis, as well as an event diary, a hugely successful jobs board and more, The Source is the central hub of information for the worldwide licensing community.

The team behind LicensingSource.net has over fifty years experience in the licensing industry, and also own and organise The Licensing Awards, publish The Licensing Source Book Europe and an array of other market leading trade titles.

With an e-subscriber database of over 9,500 key contacts, advertisers can expect to receive high visibility, not only on the website, but also on the trusted daily news flashes and social media boasting a strong following.

For the very best information...

Jakki Brown jw@max-publishing.co.uk

Rob Willis robw@max-publishing.co.uk Ian Hyder ianh@max-publishing.co.uk

With its fan base growing at an exponential rate globally, Formula E is now looking to partner with licensees which can convey its core values into new product areas. LSB catches up with senior licensing manager, Charlotte Hughes, to find out more.

Our Friends Electric

partnerships have provided us with a strong platform for long-term growth going forward,” begins Charlotte Hughes, senior licensing manager at Formula E. “From a fan interest point of view, we sit at an intersection between racing and reason, providing highly compelling motor racing which showcases the excitement of electric motorsport, while also proudly being the first sport to be net zero carbon since our inception.”

The growing success and awareness of Formula E also provides opportunities to expand the licensing and consumer products side of the sport. Charlotte explains that her and the team are looking to align with licensees which can convey Formula E’s core values, extending the brand into new product areas while also joining the journey as the programme around the Championship develops.

“Our fans are socially optimistic and invest into brands that are environmentally and socially responsible, and this is key to us too when we look at the brands and licensees we work with,” she says. “We have a great platform of licensees, with the likes of LEGO and Hornby in the toy category, as well as bringing stichd (part of the Puma group) on board earlier this year to manage our online sales and at track retail. Apparel, accessories, toys and collectables, plus

Formula E: Need to know

“The ABB FIA Formula E World Championship is a single seater motorsport championship for electric cars, a sport which has been net zero carbon since inception in 2014,” says Charlotte.

“We race globally, on street circuits in city centre locations, such as New York, Berlin, Seoul and London. We have 12 teams competing next season (January 2023 onwards), including McLaren Racing and Maserati which is the first time they will have lined up next to each other on a grid since 1968.”

Inset: The races take place globally, on street circuits in city centre locations.

Inset: Charlotte Hughes, senior licensing manager at Formula E, pictured at the New York ePrix.

Inset:

Bottom: Formula E is the first sport to be net zero carbon since its inception.

memorabilia will be a key focus area for the coming year.”

All about stichd

“We appointed stichd - a wholly-owned subsidiary of the Puma SE Group - to design, develop and produce high quality sustainable merchandise, retailing via our global e-commerce platform, store.fiaformulae.com, and all race locations,” says Charlotte. “stichd align with Formula E’s mission of prioritising sustainability and minimising environmental impacts, all products produced will be sourced featuring organic cottons and recycled polyester, meeting PUMA's strict ethical, social and environmental standards.”

Getting involved with Formula E is a great opportunity for licensees to become part of a “truly forward thinking” sport, says Charlotte. “It harnesses the power of hugely compelling motorsport built intrinsically on sustainable principles,” she continues. “Our fanbase is growing at an exponential rate globally, as well as our broadcasting portfolio, and we’d love to align with licensees who can help us reach our growing consumers.”

It’s not just about the electric cars though –Formula E prides itself in having sustainability at the core of everything it does. “This is reinforced by remaining the only racing series to receive third party ISO 20121 certification, continuing to set the international standard for sustainable practice in events,” Charlotte offers. “Some examples of ways in which we do this include phasing out of single-use plastics at races, seeing a reduction of 300,000 single use plastic bottles at events; ensuring 100% of tyres, batteries and broken chassis parts are recycled after use; while the cars are powered by 100% green energy with the Championship implementing a new sustainable fuel in its operations - Hydrogenated Vegetable Oil (essentially waste cooking oil) to power all the cars in Season 8.

“In addition, there is an optimised calendar with rail and road as priority, shipment of race critical items only, efficient packing and packaging and biofuel and carbon insetting for rail and sea freight to reduce logistics impacts.”

well as demonstrating first hand what Formula E is all about and its ‘direction of travel’.

“We are in a strong position in our core categories, but as we grow naturally

The cars are powered by 100% green energy with the Championship implementing a new sustainable fuel in its operations.

It’s been a busy few months for SGLP’s md, Simon Gresswell, taking in various sporting events variously as a consultant, agent, guest and punter, but always with an eye on what’s going on in the world of sports licensing, merchandising and retail.

A sporting

Late April saw the launch of the ECB’s new kit partner’s Test ranges, with white ball cricket ranges following on later from Castore and yet another rights scoop for a rapidly visible brand.  Next stop, on to the Royal Windsor Horse show, as part of my research for a client, the FEI. Equestrian events are dominated by equipment and specialist apparel brands. The event merch was ticking over, but playing second fiddle to brands and indeed to their design that incorporated a heavy nod to the Queen’s #PlatyJubes.

It was great to be part of a PoC presentation at Licensing Expo and lest we forget the erstwhile LA Raiders, now LV Raiders, have their home in Sin City, so I had a good mooch round their store. US sports merch, nobody really does it better.

Setting aside any ethical and moral debates about the event’s funders, I went along to the first day of LIV Golf at the Centurion GC near St Albans. While the background to this event might not be black and white, the branding for the event, fan village and most of the merch, was most definitely black, white and bold. There was thoughtful on-site execution, combining some

team merch (necessary by definition, but high risk with no real fans as yet established) with some solid, bestseller lines and some lifestyle golf designs that were selling out fast.

Two days after our little paddle across the Channel, myself and the other co-founders of The Bob Willis Fund were again honoured to stage our second #BlueforBob day at the England v India ‘extra’ Test match at Edgbaston. We raised a big chunk of change for earlier and better diagnosis of prostate cancer. As well as generous support with blue wigs for the Barmy Army from Smiffys, we were reminded that simple things like working closely with ops staff and using mechanics like ‘free’ and ‘suggested donation’ for our own merch, still work as well as ever.

Three days later, I was at Wimbledon. I spied some interesting and bespoke merch, such as the Centre Court 100 towel, 4 x tennis Majors co-branded merch, baby Babolat bags and a DIY signature hat, wide-brimmed and adorned with various collected players’ signatures, sat atop a lady right in front of us on Centre Court.

Inset: It’s year two for The Hundred tournament and it wasn’t the only place on which card helmets were spotted.

Below: The LV Raiders team has a big merchandise store in Las Vegas.

Another former client’s annual event was calling soon after, with the advent of Royal Ascot. I was very pleased to see how my former colleagues had developed product, design and co-brands, while also delivering different offerings for the different fan areas at this iconic venue and event.

Although I wasn’t able to get up to the historic 150th Open at St Andrew’s, the walk-through video of the enormous shop, underpinned by many positive comments online from industry experts, meant that I’d imagine this was a bumper year for the R&A in this commercial area. The beautiful, bespoke 150th artwork would surely have contributed heavily to this.

I attended the Vitality Blast T20 Finals day with friends, again at Edgbaston. We took in the full experience of the Hollies stand and wore commemorative shirts for two great mates we’d lost in the last two years.

Although the Tour de France is a client of SGLP, I wasn’t able to make it to the Tour this year, which was a shame, as it was one of the most exciting of recent years. With the Tour de France Femmes avec Zwift also starting, I can’t wait for the starts in Bilbao next year.

Next was a fantastic night at Stadium MK for the UEFA Women’s Euros semi-final, Germany v France. A quality game, convivial atmosphere and great stadium… but I missed visiting the merch unit outside of the concourse, on the way in, with merch not available inside

I took the chance to drop into the Euros Fan Zone in Trafalgar Square the following weekend, en route to the London Formula E. Plenty of sponsor activations, free shirts, engagement and have-a-go booths. VW and LEGO seemed most popular.

That afternoon was my first time at Formula E. The half indoor, half outdoor track was innovative and exciting and the racing is electric in every sense. I knew that Formula E had tried new things in the past in merch and experiential, with features like a DJ character with an over-sized helmet. Well, card helmets are de rigueur this year and not just for kids. The merch offering is at a nascent stage and I know

the event is on a journey to become fully sustainable, reflected in a tight range and some items from selected teams only.

I took my daughter and boyfriend to the Commonwealth Games to take in the ‘Brum ‘ting’ and the Women’s Beach Volleyball. There were great sponsor activations and the very definition of a megastore in Victoria and Centenary Squares respectively. Having worked on Volleyball World’s LM&R strategy last year, I’m even more convinced this is a sport with considerable lifestyle merchandising potential.

I all but rounded off my sporting events summer tour with a Monday night at Lord’s to see the London Spirit Men hammer the Manchester Originals and the currently luckless Jos Buttler, in The Hundred. It’s only year two for the tournament, but I can report plenty of replica shirts and cap sales among the crowd on a very warm evening at the home of cricket, especially in the new Edrich stand.

Looking forward, the Rugby Union Women’s World Cup, Rugby League World Cup, Autumn Internationals and also the Autumn Series (organised by Six Nations Rugby Ltd) and the FIFA World Cup all still await us this year. It will be interesting to see where each of these organisations is in their merch journeys, in which channels and in which media.

Inset: There was a good variety of merchandise at the LIV Golf fan village. Below: There was a host of merchandise available for the UEFA Women’s Euros. Bottom: The growing Formula E programme currently has a tight range.

2023 is set to be biggest our year yet!

+ 44 (0) 20 8392 2439

Caroline@carolinemicklerltd.co.uk www.carolinemickler.co.uk

BLACK ADAM and all related characters and elements © & TM DC and Warner Bros. Entertainment Inc.

The Army of Apes have landed. The most influential Bored Ape and Mutant Ape owners, led by Colonel Cormack have joined forces to take over the physical world.

Come and meet us at BLE on stand C205.

Brand new range from Master Toy partner, Wow! Stuff.

New outdoor play and stationery collection.

Giving Joules’ signature fabrics the Gruffalo touch.

Zog Playland at Warwick Castle.

Brand

Licensing

at The National Gallery, London

Our licensing programme, featuring images of some of the best-known paintings in the world, continues to grow year on year. Our wide range of categories include apparel, stationery, homewares, food and drink and gifts.

Our reach also continues to expand into new markets across the UK and internationally.

Our most recent licensing agent ARTiSTORY, with global rights excluding China, are building an eco-system of art, cultural and science related IP. Equipped with their unique “Artefacts to Merchandise” and storytelling capabilities, we are developing licensing programmes with global retailers and international consumer brands to expand our engagement to world-wide audiences. Inspiration includes masterpieces by Leonardo da Vinci, Raphael, Michelangelo, Cézanne, Gentileschi and Van Gogh.

Another successful licensee is the Brazilian brand Chilli Beans with a range of high-end sunglasses and watches bringing culture, art and history to Gen-Z audiences. The range is now available online and in stores in Brazil.

Closer to home, our success story with the IG Design Group, Delicious Art ™ food gifting range in Boots, continues to evolve and is now in its fifth consecutive year. The new food and drink sets featuring beautiful imagery of National Gallery paintings will be available in over 400 stores nationwide and at Boots.com.

Another successful collaboration was with the iconic brand Dr. Martens, who created beautiful shoes and accessories with the Gallery’s artwork. Products were sold on all Dr. Martens sites nationally and internationally with tremendous success in both the UK and North America.

Join us as we continue to develop and expand into new sectors and regions with some of the world’s most beloved paintings.

Images courtesy of Dr Martens, Alfilo Jejo, Pepperbrands Chilli Beans © The National Gallery and National Gallery Company.

PROPERTY

National Gallery Global Limited, London

LICENSING CONTACT

Judith Mather judith.mather@nationalgallery.org.uk

+44 (0) 20 7747 5973 • nationalgallery.org.uk

Creating advocates for the planet

2021 most visited museum in the UK

95% public awareness (Q1 2022)

11th most visited museum in the world

TM The Fred Rogers Company. © 2014 The Fred Rogers Company. All rights reserved.

With robust licensing programs covering gaming, toys, apparel and accessories, designer collaborations, tech gear, home décor, and more, TPCi gives broad global audiences more ways to engage with the Pokémon brand.

Out late 2022:

The Pokémon World Championships took place August 18–21, 2022, at ExCeL London

Dahl Story Company Ltd / Quentin Blake. www.roalddahl.com

Licensees

Licensees are partners (usually manufacturers or retailers) who obtain a licence from the licensor to make and sell products bearing the licensed character or brand.

The following section is devoted to purveyors of licensed products and those whose products might be suitable for licensing.

If you are a retail buyer reviewing licensed products available or a licensor looking for new products for your licences, read on.

Fantastic Mr. Fox Sophie BFG BFG

Mrs Twit Golden Ticket

Veruca

Charlie

Willy Wonka

Mr Twit

Matilda

James and the Giant Peach Miss Trunchball

®

Steamforged Games is led by a love of the craft and a mission to deliver compelling tabletop experiences that capture people’s emotions. From small beginnings in the corner of a hobby gaming store, the team has gone on to create authentic tabletop versions of some of the biggest video games around. And with original

WANT TO GET IN TOUCH WITH STEAMFORGED?

titles like Epic Encounters, which Forbes called the “Blue Apron [of] Dungeons & Dragons”; the highly-rated skirmish wargame, Godtear; and their star-studded upcoming dungeon explorer, Bardsung, Steamforged is fast building a reputation as a producer of their own excellent IP’s.

For trade enquiries, reach out to toby@steamforged.comFor retail enquiries, reach out to jo@steamforged.com

Bathing in

in

Imagine8 specialise in licensed character merchandise.

Imagine8 specialise in licensed character merchandise.

Imagine8 specialise in licensed character merchandise.

Imagine8 specialise in licensed character merchandise.

Accessory licensee Cross category licensee

Accessory licensee Cross-category licensee

Accessory licensee Cross-category licensee

In house creative stop shop supply chain

Accessory licensee Cross-category licensee In house creative One stop shop supply chain Product integrity QA/ QC

Product integrity QA/ QC Logistics

In house creative One stop shop supply chain Product integrity QA/ QC Logistics

In house creative One stop shop supply chain Product integrity QA/ QC Logistics

Imagine8

Imagine8

Licenses

Norman

Norman Thompson

Norman Thompson

Norman

Norman Thompson

Tel: +44 (0) 1925 444 474 Mob: +44 (0) 7768 414304 Mail: norman@imagine8.com

Warrington WA4 6QQ Contact Information

Tel: +44 (0) 1925 444 474 Mob: +44 (0) 7768 414304 Mail: norman@imagine8.com

Tel: +44 (0) 1925 444 474 Mob: +44 (0) 7768 414304 Mail: norman@imagine8.com

8, Palatine Ind. Est. Causeway Avenue

8, Palatine Ind. Est. Causeway Avenue

8, Palatine Ind. Est. Causeway Avenue

8, Palatine Ind. Est. Causeway Avenue

8, Palatine Ind. Est. Causeway Avenue

Warrington WA4 6QQ

Warrington WA4 6QQ

Warrington WA4 6QQ

S03

MAX PUBLISHING

The leading specialist publishing house for the licensing and consumer products sectors, offering high-quality, content-rich publications to an unrivalled database of over 100,000 licensors, suppliers, licensees, retailers and everyone inbetween. Our titles cover all core product areas, whilst our contract publishing business has seen specialist publications for companies including Universal Studios, Warner Bros,. Disney, Entertainment One, Hasbro, Sanrio and many more.

MAX MEDIA VENTURES

The digital studio within the Max group owns and operates numerous exciting digital news channels including LicensingSource. net. The studio also offers full-service digital development from websites to apps, social media programs, audio visual creation, company re-branding, 3D modelling, with clients including Licensing International, LDN Fashion and more.

MAX LIVE EVENTS

Not only does our award-winning production company organise the highlycoveted Licensing Awards, Progressive Preschool Awards and all others in the Max group, it also organises events for a myriad of third party clients from small conferencing and licensee days to major live events for names including Toni & Guy, Licensing International, The Negotiator Awards and hundreds more.

and

Transforming brand licensing through the power of data.

Gain deeper connectivity, product visibility and trust across the value-chain.

Partnerships based on a foundation of accurate master data.

Safeguard your consumers, sales and partners.

A validation service you can rely on for the future. Open avenues for new digital initiatives.

Broaden your brand universe through data driven strategies.

To learn more and to connect with us. fabacus.com info@fabacus.com fabacusuk

Tango and the Tango device are trade marks of Britvic Soft Drinks Ltd. © Disney Licensed by Universal Studios Licensing LLC. All Rights Reserved. DreamWorks Trolls © 2019 DreamWorks Animation LLC. All Rights Reserved.

fromStandout Herd!the

Trade Association for Licensing

What should you look for in a Licensing Management Software Provider?

What should you look for in a Licensing Management Software Provider?

EXPERIENCE

EXPERIENCE

Since 2003, we’ve worked in the trenches with some of the world’s most influential brand owners. Over the years, we’ve learned a lot about this highly nuanced industry. The kind of knowledge impossible to acquire without battle-hardened experience. We put that experience to work for every one of our partners. We’ll put it to work for you, too.

Since 2003, we’ve worked in the trenches with some of the world’s most influential brand owners. Over the years, we’ve learned a lot about this highly nuanced industry. The kind of knowledge impossible to acquire without battle-hardened experience. We put that experience to work for every one of our partners. We’ll put it to work for you, too.

FINANCIAL STRENGTH

FINANCIAL STRENGTH

Don’t risk everything on a startup with limited venture capital and a lot of promises. MyMediabox is a business unit of Jonas Software USA, Inc., a subsidiary of CSI, with a CAD $48+ billion market cap. We have the autonomy, flexibility and creativity of a start-up PLUS the monetary strength and security of a financial giant

Don’t risk everything on a startup with limited venture capital and a lot of promises. MyMediabox is a business unit of Jonas Software USA, Inc., a subsidiary of CSI, with a CAD $48+ billion market cap. We have the autonomy, flexibility and creativity of a start-up PLUS the monetary strength and security of a financial giant

SECURITY AND TRUST

SECURITY AND TRUST

“What 3rd parties will be able to access your data?“ Be sure to ask! At MyMediabox, we own all our software and hardware, outright. By leveraging the financial strength of our parent company, we deploy state-ofthe-art security measures and redundancies that offer unparalleled protection for our partners’ IPs.

“What 3rd parties will be able to access your data?“ Be sure to ask! At MyMediabox, we own all our software and hardware, outright. By leveraging the financial strength of our parent company, we deploy state-ofthe-art security measures and redundancies that offer unparalleled protection for our partners’ IPs.

FULL SERVICE PARTNERSHIP

FULL SERVICE PARTNERSHIP

We’ll never call you our “client.” Instead, we think of the companies who choose us as our partners. And we know every company is unique. We’ll learn from you, and we’ll include you in the conversation when deciding what new features to add to the development roadmap.

We’ll never call you our “client.” Instead, we think of the companies who choose us as our partners. And we know every company is unique. We’ll learn from you, and we’ll include you in the conversation when deciding what new features to add to the development roadmap.

5-STAR CUSTOMER SERVICE

5-STAR CUSTOMER SERVICE

Our partners rated the Mediabox Customer Support Team with top scores in a recent customer satisfaction survey! From your dedicated Account Manager to the experts who answer your support queries, our multinational support team is the best in the industry.

Our partners rated the Mediabox Customer Support Team with top scores in a recent customer satisfaction survey! From your dedicated Account Manager to the experts who answer your support queries, our multinational support team is the best in the industry.

www.mymediabox.com

www.mymediabox.com

LicensingSource.net is the go-to resource for finding out what’s happening in the global licensing industry.

Including news, interviews and analysis, as well as an event diary, a hugely successful jobs board and more, The Source is the central hub of information for the worldwide licensing community.

The team behind LicensingSource.net has over fifty years experience in the licensing industry, and also own and organise The Licensing Awards, publish The Licensing Source Book Europe and an array of other market leading trade titles.

With an e-subscriber database of over 9,500 key contacts, advertisers can expect to receive high visibility, not only on the website, but also on the trusted daily news flashes and social media boasting a strong following.

For the very best information...

Exposé Travel – Your one-stop shop for all Licensing and related exhibitions worldwide.

EXPOSÉ TRAVEL specialises in travel to licensing and related shows worldwide. We have been offering some very special rates for flights and hoels to the many exhibitions that take place in different parts of the world and work with small boutique licensing agencies and retailers right up to the biggest companies on the show floo. We are also the exclusive travel partner to the Max Group of Companies, owners of The Licensing Awards and Licensing Source Book, and LicensingSource.net

Dear Friends and Clients, First and foremost, may I wish all nominees in The Licensing Awards 2022 my congratulations and good luck for tonight!

As the industry’s specialist travel agent, you may have used my services, you may not have yet. I have been serving the licensing sector for many years now and after the pause in travel due to C*vid, I am pleased to say that I was responsible for many of your flights and hotels this year – Licensing Expo in Las Vegas was a busy one for me and BLE is looking much the same.

Why do people use me?

Firstly, I know the shows. I’ve been to them, I know if a hotel really is a ‘5 minutes walk’ or not and which ones suit which type of traveller. I know that you don’t want to go to Las Vegas via Lithuania or Melbourne via Mexico.

Secondly, I am an independent, specialist travel consultant. I answer the phone… that means no messing around with call centres

when changes happen. And we all know after the last few years that changes to travel are now commonplace.

And that is why now, more than ever, I encourage you to use my services as a licensing industry specialist.

You will speak to me, Paul, and I will be your personal point of contact at all times.

Again, my best wishes for a superb evening and please do consider me your personal travel agent for the trips ahead. I deal with one-man companies right up to 100 person bookings for the biggest licensors.

And if I can keep Ian, Jakki and Rob happy with their demanding requirements, I’m sure I can help you!