State of the Nation: Corporate News 18–21 Industry Roundtable: A view from the top

Business brains

The long, hot summer weeks are slowly morphing 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.

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

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.

‘Global growth can still be achieved this year’

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.

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 Above: The CP programme is building feature apparel, accessories, gifts and prints. for The Amazing Maurice. 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. Below: Fall Guys is being brought to life through consumer products.

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.”

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 Above: Zoe will be responsible Ventures’ portfolio of iconic for the UK softlines business. 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.

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.”

Right: The triumphant English Channel swimmers.

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

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

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

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.

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.

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

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.”