Licensing Source Book, Autumn 23

Seasons greetings

Summer 2023 seems to have both stretched in time and been over in a flash, and we are now officially into autumn. For those festive-minded of us, there are 95 days (at time of writing) until Christmas, but there’s still plenty of pumpkin spice latte sipping to be had before then.

The vibe from licensees heading into the final quarter of the year – the championship rounds, if you like – is an upbeat one. Many that LSB spoke to for this issue had used the summer months to develop and launch new products across their respective sectors. The party and dress-up category in particular enjoyed an uplift from the host of festivals taking place across the UK and overseas, and there are positive comments about Halloween potentially being the best on record. According to one of our licensees, pumpkins really do sell in August.

Piñata Smashlings, through to newer categories like collegiate brands and anime really beginning to make an impression.

There’s perhaps no better example of hard work than those which were honoured at The Licensing Awards in September. We relive the industry’s big night in a bumper special from pages 26-39.

The team behind Brand Licensing Europe has certainly been putting in the graft over the summer (pages 91-117). The location-based entertainment theme has really come together and some of the activations planned sound spectacular and a great way to showcase a sector which embraces the entire brand licensing ecosphere.

The common theme, too, from the stars of our special publications with this issue – Rainbow Productions, which like any 40 year old has enjoyed something of a glow up to mark the milestone; Golden Goose, which is taking the Original Stormtrooper and Rocky Horror Show brands to new heights; and Hasbro, which at 100 years young is continuing to innovate with the enthusiasm of a 20something – is that putting in the hard yards pays off.

The LSB team has also been working hard on our new launch – Licensing Sports Book – making this autumn one of our busiest and biggest for many years. For those who have come along for the ride, our wholehearted thanks, and we’re looking forward to those BLE catch ups. We’ll see you in The Terminator Skynet bar (where we’re pretty sure they won’t serve pumpkin).

The LSB Team

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton and Mark Grayson.

It is, of course, easier to be positive as we head towards the fun end of the year, but it’s undeniable that for some categories and companies, summer has been strong. As ever, a lot is in the planning, and those that got their heads down and put the work in over the quieter holiday months will surely reap the benefits come Q1 and Q2 2024. This edition is packed full of examples of companies putting in the work. From Paul Bufton, vp EMEA consumer products at Universal Products & Experiences, explaining how the good old fashioned retail roadshow has helped give new preschool hit Gabby’s Dollhouse a further boost; Character World Brands and Magic Light Pictures making the most of milestone anniversaries; and Toikido’s ambitious launch for its first in-house IP, PUBLISHERS OF

Samantha Loveday - Group Editor Ian Hyder - Chief Executive Officer

Jakki Brown - Managing Director and Editorial Director

Rob Willis - Chief Operating Officer

Mark Grayson - Creative Director

Tel: 020 7700 6740

E-mail: hello@max-publishing.co.uk

Copyright 2023. 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.

Inset: (from left to right) Samantha Loveday, Ian Hyder, Jakki Brown and Rob Willis.

What’s Inside?

Down to business

From new hires and new companies, through to major collaborations, partner plaudits, new agency signings and product launches, LSB rounds up some of the latest news from across the business.

Libertas Brands debuts with Mark Kingston at the helm

A new IP management, licensing and consultancy company, Libertas Brands has opened its doors, with former Paramount executive, Mark Kingston as co-founder and at the helm as ceo.

The company has got off to a strong start, with the exclusive rights to the Fuggler brand from Spin Master - a brand known for its tongue-incheek attitude and stylised plush produced with realistic teeth and ‘Butt-on holes’, adopting the tagline ‘Funny Ugly Monsters’.

Fuggler plush toys are exclusively sub-licensed globally to Addo Play and, by the end of 2023, will have achieved sales of over 3.4 million units across 10 markets, delivering more than 120% growth in the last year alone.

Through 2024 Fuggler plush will launch in an additional five markets and is set to continue triple digit growth vs 2023.

Mark brings over 24 years of experience in the consumer

goods sector to his new role, with the task of growing Libertas Brands into an ‘industry leading’ company.

"We are delighted to welcome Mark Kingston to lead the newly formed Libertas Brands," commented Stuart Grant, co-founder of Libertas Brands. "His strategic vision, passion for consumer products, and deep industry knowledge make him the ideal leader to build and grow Libertas Brands into an industry leading IP management, licensing and business consultancy enterprise, particularly with the Fuggler brand."

Mark continued: "As co-founder and ceo, I am excited to lead the creation of Libertas Brands and build the foundations for growth of the overall Fuggler brand globally, as well as exploring opportunities to service key clients within the consumer products and entertainment industries.”

Danny and Mark Schweiger honoured at The Licensing Awards 2023

The Licensing Awards were brought to a stellar conclusion on 12 September, when Danny and Mark Schweiger, directors of Character World Brands received the Honorary Achievement Award 2023

Introducing the award, Jakki Brown, md of Max Publishing (which owns and organises The Licensing Awards), commented: “Tonight it is two very special individuals that we will honour, who are very much the left hand and right hand of the company. Without one, there is no other.

“One says “Yes” to everyone, any idea or request, the other says “No” to everything. This is how they are programmed. It really is a winning yin and yang combination.”

Danny and Mark said that they were “humbled and honoured” to accept the award.

Mark commented: “I was totally overwhelmed and truly honoured to receive such a prestigious award. It was a very humbling moment and it felt totally surreal as it was totally unexpected.”

Danny continued: “Words don’t do justice to how humbled, honoured and proud I am. How fortunate I have been to spend 25 years working, having fun and meeting the most incredible people in without question the best industry in the world. Tommy Schweiger and Mark Schweiger, we couldn’t have done it without each other.

“To every Character World Brands colleague who has been on this journey with us – this wouldn’t have been possible without your incredible support, dedication and hard work. There is so much more to come.”

Left: Mark Kingston, ceo and cofounder, Libertas Brands.

Below: Mark (left) and Danny Schweiger were “humbled and honoured” to accept the Honorary Achievement award.

Hasbro, Peppa Pig head to the Museum

Hasbro has teamed up with the Natural History Museum to release a new line of clothing and merchandise inspired by Peppa Pig –exclusive to F&F at Tesco in the UK.

Inspired by Peppa’s ethos of encouraging children to jump in together and explore the world around them, each item in the collection features Peppa and her brother George in a science or nature design.

Peppa-branded socks for preschoolers and an exclusive new plush toy will also be available as part of the range.

“As we celebrate Hasbro’s 100th anniversary this year and lead into Peppa Pig’s 20th in 2024, we want to bring our littlest fans in on the fun with collaborations that foster creativity, adventure and a love of learning,” commented Marianne James, vp EMEA and Asia, licensed consumer products at Hasbro. “By bringing two award-winning and powerful brands together for this adorable collection at a British retailer, we’ve created something truly special for everyone’s favourite pig in her home market.”

The collaboration comes on the heels of a co-branded experience in which Hasbro and the Natural History Museum transformed one of the Museum’s shops into Peppa Pig’s Discovery Playroom.

Haynes Group welcomes Licensing Link Europe

Publisher of automotive repair manuals and an authority in vehicle maintenance, Haynes Group has appointed Licensing Link Europe as its new global licensing agency.

The new strategic partnership will aim to expand the Haynes brand into new product categories, leveraging its heritage and global recognition.

Pocket Planet lands on Oxford Street

“We are extremely pleased to be appointed as the global agent for Haynes Group Limited,” commented Chris Taday, co-founder and director at Licensing Link Europe. “Having previously worked with Haynes as a licensee with a couple of our licensors, we understand the brand and its unique position in the market. We recognise the immense potential of brands with heritage in the licensing industry and eagerly look forward to collaborating with the talented team at Haynes to unlock new opportunities and expand the brand’s reach.”

Sweet Cherry picks Larkshead Licensing

Leicester-based children’s publisher, Sweet Cherry has secured a worldwide portfolio partnership with Larkshead Licensing

The wide-ranging agreement sees Larkshead charged with developing licensed ranges across the Sweet Cherry in-house publishing portfolio.

Popular children’s publishing titles such as Mula and Friends, Maggie Sparks and Crystal Cove will be the first brands from the Sweet Cherry portfolio that Larkshead will showcase at Brand Licensing Europe.

“As a publisher we have been fortunate to enjoy phenomenal growth over the last few years and licensing is an area that we now feel is ripe for development,” commented Abdul Thadha, md at Sweet Cherry. “Working with Clare and her team offers us the reassurance that Larkshead not only share our values but have also demonstrated a successful track record of igniting children’s IP and fun learning.”

Above: Larkshead will develop licensed ranges across Sweet Cherry’s in-house publishing portfolio.

Event Merchandising has been appointed as retail operator for the new Pocket Planet indoor miniature world attraction, which is due to open on London’s Oxford Street next year.

Pocket Planet will be the UK’s largest indoor miniature world – an immersive experience which will take visitors on a journey through the UK and around the world.

The immersive journey through the Pocket Planet mini verse includes iconic buildings, landmarks and landscapes. Visitors will see London itself, as well as other places in the UK, a fully working airport and scenes from around the world.

Pocket Planet will open for retail in late spring 2024, with the attraction opening in early 2025. Event Merchandising is already engaging with toy companies and brands to discuss their involvement in the new destination.

Warren Traeger, head of partnerships at Event Merchandising, said: “We are absolutely thrilled to be part of the Pocket Planet team and look forward to developing a retail experience focused on modelling and crafting, miniatures and collectibles for all ages. This will be a toy and gift shop unlike any other and we are already getting incredible responses from companies we have been engaging with.”

Above: The new range leads into Peppa Pig’s 20th anniversary in 2024.

Left: Pocket Planet will bring something ‘new, unique and highly entertaining’ to London’s West End, says Event Merchandising.

Below: Licensing Link Europe will be looking to ‘unlock new opportunities’ for Haynes.

Bear Hunt trails on the way

Walker Books will bring the classic We’re Going on a Bear Hunt to life later this year –with two new interactive trails planned at Kew Gardens and Wakehurst for October half term.

The trails will run from Saturday 21 October to Sunday 29 October at Kew Gardens and Saturday 14 October to Sunday 29 October at Wakehurst.

“We are delighted to be partnering with two of the most beautiful botanic gardens in the UK for our much-beloved family favourite adventure book, We’re Going on a Bear Hunt,” commented Pindy O’Brien, international licensing and market development director at Walker Books. “Both locations are outstanding and fit perfectly for this family favourite story to come to life.”

Julie Flavell, head of visitor programmes and exhibitions, added: “With its vivid depictions of the natural world, it’s the perfect tale to transpose to Kew Gardens and Wakehurst, encouraging intrepid explorers of all ages to soak up the sensory splendour of the natural world, and, crucially, feel inspired to conserve it for years to come.”

WildBrain CPLG launches global LBE business

WildBrain CPLG is continuing the expansion of its global strategy with the launch of a new location-based entertainment (LBE) business to drive opportunities for WildBrain’s franchise brands as well as partner brands such as Peanuts and Playmobil, with an initial focus on Asia Pacific (APAC).

Veteran licensing executive – and former president of themed entertainment and consumer products at Paramount Pictures - Kevin Suh is working with WildBrain CPLG to build out the global LBE strategy.

“Location-based entertainment creates another tool for brands in our 360-degree offering as part of the global WildBrain organisation, bolstering our integrated capabilities across content creation, audience engagement and global licensing,” commented Maarten Weck, evp and md at WildBrain CPLG. “LBE is a fast-growing segment globally, with APAC being a key opportunity, and we have big ambitions in this space.”

The launch of WildBrain CPLG’s new LBE business comes on the heels of signing major partnerships for multiple new projects in China through deals brokered on behalf of Peanuts Worldwide for Peanuts, and WildBrain for Teletubbies and In the Night Garden, with Max-Matching Entertainments, a developer, investor and operator of international cultural and IP visitor attractions.

Whatever Kidz breaks into Iceland

Whatever Kidz has seen its Peppa Pig Multivitamin drinks launching in Iceland supermarkets across the UK and online.

The new products –which were finalists in The Licensing Awards 2023 – are available in two flavours: Tropical and Apple. They include 10 essential vitamins – including A, C, D and E – are made with real fruits and are priced at £1.

"Securing the listing of Whatever Kidz Peppa Pig drinks at Iceland holds a deeply personal significance for me," shared Bobby Patel, founder of Whatever Brands and owner of Whatever Kidz. "These drinks were created with a heartfelt purpose - they were developed with my son in mind, who, as a fussy eater with special needs, inspired our mission to partner with Hasbro.”

Whatever Kidz is also gearing up to launch more multivitamin drinks with brands including CoComelon and Barbie.

London Zoo appoints Metrostar

London Zoo, a ZSL conservation Zoo, has launched into licensing with Metrostar in a multi-year deal in the UK and Ireland.

The campaign will be launched at Brand Licensing Europe. Metrostar will launch and manage London Zoo’s licensing programme, working together with the conservation charity and its branding experts, opening the internationally recognised brand to new categories with a special focus on engaging preschoolers, schoolers and their families; the conservationists of tomorrow.

Items will include homeware, stationary, toys and games, clothing, books and publishing.

Claire Potter, founder of Metrostar, commented: “London Zoo’s licensing mission is to capture the excitement and wonder of wildlife while supporting ZSL’s conservation work. We are excited to showcase the work of the ZSL conservation zoo and to present its amazing style guide to potential partners in a range of categories at BLE.”

Above: The Peppa Pig Multivitamin drinks have secured listings with Iceland.

Inset: The two interactive trails will take place during October half term.

Inset: Metrostar will be presenting the London Zoo style guide at BLE.

Above: New LBE projects for In the Night Garden are planned in China.

Elmer selected for World Book Day 2024

World Book Day has revealed that Elmer & the Patchwork Story is one of 15 new £1/€1.50 books selected to be part of the charity’s commitment to encourage reading for pleasure. The event takes place on 7 March in Elmer’s 35th anniversary year

“World Book Day is the biggest event in children’s publishing, and having Elmer as a £1 book secures him a slot in schools, bookshops, supermarkets and libraries across the country, there is no better way to reach as many children,” commented Paul Black, PR and brand director at Andersen Press. “Elmer and the Patchwork Story is the perfect book for World Book Day celebrations as it brings together all of Elmer’s friends to enjoy the story. It forms a major part of our 2024 plans, which will see a full year of activity across the country celebrating Elmer, and his inclusive message, in his 35th anniversary year.”

Golden Goose signs Gulf Oil

Gulf has appointed brand licensing boutique Golden Goose to develop its strategic licensing programme internationally.

Synonymous with high quality products, innovation and technical excellence, licensing will leverage the Gulf brand’s iconic racing light blue and orange colours and its recognisable disc logo that have powerful associations beyond motorsport.

Gulf is a lifestyle brand which can stretch into numerous areas to reflect the core Gulf brand values of quality, endurance and passion.

“We look forward to creating branded collaborations for the immediately recognisable Gulf brand that is regularly voted as motor racing fans favourite livery,” commented Antonia Habdank-Toczyska, client and strategy director at Golden Goose

Sacha Davis, vp of marketing at Gulf Oil International, continued: “Gulf has a history of successful branded collaborations so we know the Gulf brand appeals to consumers in the multiple countries where we operate. It’s all about being discerning about how we use our brand IP and always ensuring we develop high quality products with a strong brand fit.”

Van Gogh Museum heads to BLE on a high

The Van Gogh Museum will be celebrating 50 years of inspiration at Brand Licensing Europe in October, and is heading to the show off the back of several high profile deals across the summer.

The Museum has collaborated with conscious sneaker company and B-Corp, Cariuma, on four artist-inspired shoe designs - the Sunflowers Oca, Sunflowers Salvas, Wheat Fields and Jubilee Flowers; while make-up brush tool brand, Spectrum Collections, was inspired by one of the artist’s most famous series of paintings, Sunflowers. Its range consists of three products – the Sunflowers Makeup Brush Bundle, Sunflowers 7-Piece Brush Set and the Sunflowers Kabuki Brush. Each vegan-friendly product features the iconic sunflower images from the series, alongside wooden handles and the Dutch artist’s signature.

Another new collaboration sees Domaine du Météore and the Van Gogh Museum create two organic wines – a white and a red - inspired by Vincent van Gogh, which capture the essence and beauty of the South of France.

All three deals were secured by Licensing Link Europe, the Museum’s agent in the UK and Ireland.

The Museum will have a festive flower decorated stand at BLE which will include examples of collections developed with its partners to celebrate the 50th anniversary.

Ravensburger adds to Disney Lorcana TCG

Ravensburger has revealed two new additions to the popular Disney Lorcana Trading Card Game

Disney Lorcana: Rise of the Floodborn is the game’s second set, while Disney Lorcana: Disney100 Edition is a limited edition, premium collection of cards from the first two Disney Lorcana TCG sets.

Both will be available at local game stores and mass retail locations later this year.

"The response to the release of the Disney Lorcana TCG has been astounding. The game has only been available for about a month, and fans are already eager for more,” commented Filip Francke, global head of games at Ravensburger. “As we work diligently behind the scenes to meet current demand, we’re also planning incredible updates and new sets for years to come that we can’t wait to share. We’re excited to reveal a little more about what is coming this winter to expand the game and story for this year.”

Above: Disney Lorcana: Disney100 Edition celebrates the company’s 100th anniversary.

Above: Spectrum Collections was inspired by one of the artist’s most famous series of paintings, Sunflowers.

Above: Elmer & the Patchwork Story is one of 15 new £1 books selected.

Primark launches new collection with Paddington

Primark has partnered with The Copyrights Group to bring a Paddington for Baby collection to its stores.

The range currently includes three pieces for newborn to 12 months featuring Paddington in the form of embroidery on the garments, with his name added in red or blue thread alongside motifs of his favourite London landmarks.

Items include a two-piece sleep set, a cardigan and a bodysuit and dungarees set. The pieces have been created by Blues Group and are available now on Primark.com and in UK stores.

“Copyrights are absolutely delighted to be partnering with Primark to bring these gorgeous Paddington for Baby pieces to little cubs in the UK,” commented Rachel Clarke, svp UK, licensing and retail at The Copyrights Group (a STUDIOCANAL company).inspired to conserve it for years to come.”

Right: The range includes three pieces for newborn to 12 months.

Tom Gates packs in the licensing deals

With a successful second series available on Sky Kids, a third series currently in productionsupported by a high profile Sky VIP competition to voice a character – and a new book published in September, The Brilliant World of Tom Gates is continuing to expand.

The Point.1888 has secured 12 UK licensees including recently deals with Amscan, Igloo and Intercake. In addition, a new advent calendar from Woodmansterne launches in September, while a range of exclusive new products are planned for the Tom Gates online shop including a calendar and personalised t-shirts.

With Scholastic launching the 21st book in Liz Pichon’s series, TG Entertainment is continuing to strengthen its relationship with the publisher. It is currently planning to expand into Waterstone's, Aldi and extend the product range in John Lewis Partnership. The company is also further developing its relationship with Asda following the World Book Day collaboration and Asda’s partnership with Children in Need.

Hasbro honours partners at UK event

Hasbro honoured a number of its partners at a special UK event in the summer, while also highlighting some updates and forthcoming plans for some of its major franchises.

Licensees and retailers gathered at London’s Ham Yard Hotel for the Hasbro UK Partner Day, which saw the company share updates on Peppa Pig, Transformers, My Little Pony and Dungeons & Dragons

In particular, Hasbro reinforced the strong plans coming through as it heads into the 20th year for Peppa Pig and looking ahead to the next 20 years together. Peppa is on air in 180 markets, across over 100 broadcasters/platforms with a library of assets that will hit almost 500 by 2027.

In addition, Hasbro also honoured a number of its partners with a series of awards.

Hardlines Partner of the Year – TOMY

Softlines Partner of the Year – Cooneen

Outstanding Innovation – Robosen

Best Marketing Initiative (Licensee) – Cano Water

Outstanding Collaborator – Fashion UK

Best Retail Marketing Initiative – (two winners) HMV and Fraser Group

Best Retailer – Character.com

Best Newcomer – H&A

Publishing Partner of the Year – Ladybird Education Outstanding Achievement – Jon Diver, Character Options

Bits + Pixels adds to gaming roster

Video game developer Pearl Abyss has signed video game and geek culture specialist agency, Bits + Pixels to represent its Black Desert franchise for merchandise licensing and brand collaborations.

The open-world action MMORPG has been played by over 50 million adventurers in over 150 countries across 12 languages and offers combat, epic boss fights, open world exploration and a variety of life-skill content, along with remastered graphics and audio.

“We are truly excited to get started on developing a licensing and brand collaboration programme for Black Desert,” commented Sandra Arcan at Bits + Pixels. “There is so much to draw inspiration from in terms of consumer products, not least a cast of quirky characters that you meet along the way, and there is great, so far unmet, demand from the player population for some beautifully designed, musthave products.”

Right: Hasbro honoured a number of partners at a dedicated UK event in the summer.

Above: Igloo will launch its ColourMania product in Australia in early 2024.

Above: The Black Desert franchise is one of the most respected and popular titles in its genre.

With the much-loved Trolls, Minions and Po the Kung Fu Panda set to return to cinemas, plus preschool hit Gabby’s Dollhouse continuing its unstoppable rise on screen and at retail, Universal Products & Experiences is heading to BLE in upbeat mood. Paul

consumer products at Universal Products & Experiences, shares the good

As a business, we’re really going places. It’s a tough market, but we've got so much good stuff going on and a huge amount to look forward to,” begins Paul Bufton.

Chief among Paul’s reasons to be cheerful is DreamWorks Animation’s hit series, Gabby’s Dollhouse, which has enjoyed a “brilliant year”.

“This summer we ran ‘Sprinkle Party’ activations across Europe and a Gabby on the Go! roadshow tour of the UK and France; our UK partnering retailer Smyths Toys saw a significant uplift in participating stores and nationwide for Gabby’s Dollhouse product sales,” says Paul.

Coming soon…

“What was so humbling about the roadshow was the incredible number of people who turned up. The kids were so excited to have photo ops with [costume-character] Gabby, it was adorable to see.”

Since launching in 2021, Gabby’s Dollhouse has skyrocketed in popularity across North America and EMEA and has charted as an overall top 10 series in 57 countries on Netflix. Most recently, the series has spent six weeks in the Global English TV Top 10 list on Netflix (as of 5 September); and this year it was named the number one new preschool property in the UK toy market by Circana.

l This October will be filled with good vibes, glitter and hit songs as the DreamWorks Trolls return to cinemas in the newest chapter of the beloved franchise, Trolls Band Together.

l 2024 will see the return of the mischief-making Minions in Illumination’s highly anticipated Despicable Me 4.

l Kung Fu Panda 4 will debut in cinemas in 2024.

l Screens will be turning green with the release of part one of Wicked on 27 November 2024, with part two slated for 26 November 2025.

l An all-new live action adaptation of DreamWorks Animation’s beloved How to Train Your Dragon is coming to cinemas in 2025.

l The original summer blockbuster JAWS and iconic sketch show Saturday Night Live will both be celebrating their 50th anniversary in 2025.

UP&E’s product strategy for Gabby’s Dollhouse has been very focused and designed around building a long-term brand. “We have a very intentional strategy for which categories we move into,” Paul says. “The big news for us is LEGO coming on board. The Spin Master toys are incredible

Inset: A Gabby on the Go! roadshow toured the UK and France this summer.

Below: UP&E is "really going places", says the company’s Paul Bufton.

Bufton, vp EMEA

vibes with LSB.

and have captured the essence of the storytelling, and having LEGO on board brings a whole new dimension to our toy offering.”

There are multiple reasons Gabby’s Dollhouse has caught kids’ imaginations – cats, crafting, catchy songs – but part of its success comes down to the character of Gabby herself.

“There’s a positivity that flows through the show. Gabby is such a can-do person – she finds a way through, and that kind of optimism is really needed today.”

Another “ray of sunshine” in UP&E’s portfolio is DreamWorks Animation’s Trolls Band Together, which debuts in cinemas this autumn, and will feature an all-star cast. “It’s filled with humour and heart,” explains Paul. “There’s also an amazing soundtrack of new and classic pop hits that will appeal to a broad audience of kids and adults alike. We have a slew of retail activations planned across toys, grocers, fashion and more. On the partnership front, Mattel and Moose are new to the franchise. Mattel is debuting new Trolls dolls, from small dolls to American Girl accessories, and Moose Toys is launching the franchise’s first ever collectables line, offering more than 100

Jurassic World: bigger than ever

Keeping the engagement level high for brands during non-film years is key to UP&E’s consumer products strategy, Paul explains.

“Part of our responsibility as a licensor is to make sure that when we onboard new audiences, we retain them. It’s easiest when the franchise is a powerhouse, like Jurassic World, which has cross-generational interest.”

characters from fan-favourites to new surprises. Additionally, a DreamWorks Trolls Remix Rescue game is launching on console and PC.

“The other exciting proposition for Trolls is that it also has a nostalgia hook, in that it’s inspired by a classic IP, the Good Luck Trolls, which turns 65 next year. We’ve got a lot of activity around the original brand planned for 2024, and we’ll be making some announcements at BLE.”

Beyond animation, content-wise, UP&E will be leaning into the horror trend in coming months, following the box office success of M3GAN, the upcoming The Exorcist Believer and the annual Halloween Horror Nights happening at theme parks around the world.

“Horror as a genre is going from strong to stronger,” says Paul. “We can play anywhere in that space, from classic Universal Monsters like Dracula and Frankenstein, to modern horror icons like M3GAN and Chucky. Horror characters and stories are not just a Halloween thing; they’re 365 and evergreen, so we can have product in market all year round.”

Last year was a “big film year” with the release of Jurassic World Dominion – and the largest licensing programme in the franchise’s history – and this year was all about the 30th anniversary of the original Jurassic Park film. Multiple activations included a collaboration with street artists to bring dinosaurs to life in Milan, London, Paris and Madrid, while key retail partners rallied around the #JurassicJune anniversary.

“We back up major milestones with more toyetic moments like Dino Days, which we’ve been running for a few years now,” says Paul. “Outside the movies we have some fantastic awareness drivers, like video games and touring exhibitions; Jurassic World: The Exhibition is currently in Germany, and we also have Jurassic World by Brickman in Sweden, which features dinosaurs made from six million LEGO bricks. In addition, LEGO and Universal are producing some brand new content, coming soon for Jurassic World.”

Below: The Jurassic World franchise has cross-generational interest.

Inset: The first LEGO Gabby’s Dollhouse products hit stores in August this year.

visit booth A211

visit booth A211

make yOUR mArk series ranked netflIx kids top 10 in 90 countries (Oct 2022)

make yOUR mArk series ranked netflIx kids top 10 in 90 countries (Oct 2022)

94% brand awareness in uK amOng parents of 4-6 yeAr olds

94% brand awareness in uK amOng parents of 4-6 yeAr olds

tell yOur tAle on yOUtube has had 200.7m lIfetime views (as of may 2023)

tell yOur tAle on yOUtube has had 200.7m lIfetime views (as of may 2023)

© 2023 Hasbro

© 2023 Hasbro

now showing on BBC, Nickelodeon & Paramount+. Series 2 coming soon.

‘transformers one’ animated movie coming in 2024.

Transformers EarthSpark ©2023 Hasbro/Viacom

visit booth

Over 1,200 members of the licensing community were together at the Licensing Awards for an evening of celebration, camaraderie and fun. LSB shares a flavour of the event which took place in the Great Room of the Grosvenor House Hotel in London’s Mayfair.

Inset: All the winners on stage joined (front of

Inset: Guests made their way down the Great Room’s sweeping staircase to their tables.

Below left: Making her grand entrance was Ruby, Rainbow Productions’ new mascot who gave everyone a ruby red rose, in celebration of the company’s 40th anniversary.

Below: Paramount’s James Edge introduces his star colleagues in the Mattel entranceway. (Leftright) Siana Scott, Lucila Micheli, Rachel McDermott and Alex Filletti.

Inset: Comedian Tom Allen stepped in as host at the last minute after Joel Dommett’s wife went into labour and did a fabulous job holding the ‘Licensing Awards’ baby!

Below: Everyone was anyone was there; The Original Stormtroopers took the place by… ‘storm’.

Above, below and below right: There were plenty of industry ‘Barbies’, ‘Kens’ and ‘Hot Wheelers’ posing in the Mattel-sponsored entranceway.

Right: Blueprint’s Mike Redfern and Max Publishing’s Jakki Brown (second left) brushed-up for the night ahead outside the H&A sponsored ‘ladies and gents’ with Hasbro’s (right) Leonie Goodman and Sarah Woods.

Above: BLE/Informa Markets’ (centre) Anna Knight and Ella Haynes did the honours in pulling the winning raffle tickets in aid of The Light Fund, while Max Publishing’s Ian Hyder spun the drum.

Above right: The Insights Family sponsored a ‘higher or lower’ elimination quiz based on its research findings. Tom Williams, ceo of The Insights Family presented the prize of a weekend away to The Everywhere Group’s Sara White.

Bottom right: Friends together! (Right-left) Chris Taday (Licensing Link); Alison Green (Sanrio); Sam Loveday and Jo Cassidy (both Max Publishing) and Denise Penn (Octane5).

Below right: The tables were suitably attired with Pokémon chair covers, The Gruffalo headdress placecards, Sindy/Little Brother Books/Pedigree menu cards, Sega table numbers, Licensing Legends Top Trumps from Winning Moves, Hasbro napkin rings and wine collars and ‘pen holders’ from EXG Pro.

Left: A highlight of the night was the Original Stormtroopers’ Time Warp dance routine, instigated by Golden Goose and executed by Rainbow Productions.

Below left: An ITV film crew was there to film Billie Faiers (left) chatting to (third left and far right) Hunter Price’s Alanna Holmes and Vicki Short and Xanthe Biggs, Billie’s manager at Touch Management.

Below: All ears! (Left-right) Magic Light Pictures’ Alex Sanson and Bridie Giibs with Matthew Wright of PlayPress Toys in The Gruffalo mode.

Below: Cheers from Hasbro’s Jessica Dodd and Max Publishing’s Rob Willis.

Inset: It was a Lush night in more ways than one.

Above left Doing exactly what it said on the Smiffys’ selfie wall… smiling, dressing up and partying!

(Left-right) Hannah Wilkins (Topps), Anna Lau (CAA Brand Management), Holly Ellis (Formula 1), Kirsty Jackson (Formula 1) and Shu Ali (Topps).

Above right: (right-left) Disguise’s lady in red Whitney Hatfield with colleagues Leanne Barber, Meghan Bird and Karli-Ann Jeeps.

Below: You Guys got people moving on the dancefloor.

Inset: A Licensing Awards Honorary Achievers ‘convention’. (left-right) John McInnerny (Allsorts), Danny and Mark Schweiger (Character World Brands), Keith Chapman (Keith Chapman Productions), David Scott (Rainbow Productions) and Ian Downes (Start Licensing).

Inset: There were some high rollers in the Monopoly-sponsored casino area.

Middle: (right-left) Rockpool’s Vickie O’Malley, Primark’s Sarah Jackson and BBC Studios’ Gaby Dior, who was sad the evening was coming to an end.

Far right: Lisle Licensing’s Becky Sherwood was one of the lucky winners of the EXG Pro prize of a magnum of chilled champagne for the table, which Sebini’s Seb Schyberg was very happy about.

Below and right: Goody bags galore and smiles after a fabulous evening!

(Right-left) Paramount’s Simta Sawhney with Lush’s Melody Morton and Jack Constantine with Rebecca Jenkins from Paramount.

Right: Tache’s Pennie Bryant ‘rose’ to the occasion.

UK RISING STAR AWARD

BEST RETAILER OF PRESCHOOL LICENSED PRODUCTS

The Entertainer

BEST RETAILER OF KIDS’ LICENSED PRODUCTS

WINNER

sponsored by

sponsored by

Ellie Yarnell head of buying, Vanilla Underground

Left: Steve Manners, head of global marketing and UK managing director of Licensing International, sponsor of this award presented the trophy.

Far right: Getting the awards ceremony off to a great start, Ellie Yarnell, head of buying for Vanilla Underground received the Rising Star trophy from Licensing International’s global marketing and UK managing director Steve Manners while host Tom Allen joined in with the big smiles.

Right: The Entertainer’s senior licensing manager Claire Olewnik (second right) and licensing executive Isabel Lewin (second left) were delighted to receive the award from Hasbro’s director of UK licensing consumer products, Cat O’Brien (far right).

Below: Paul Bufton, vice president, EMEA of NBC Universal Products & Experiences, sponsor of this award category, opened the gold winner’s envelope.

Right: It was a Primark stampede as Sarah Jackson, director of license (fourth right) led the retailer team onto the stage to collect the trophy from NBC Universal Products & Experiences’ Paul Bufton (8th left), the sponsor of this award.

Above: Cat O’Brien, director of UK licensing consumer products for Hasbro, sponsor of this award category announced the winner.

sponsored by

BEST RETAILER OF ADULT LICENSED PRODUCTS

THE RADAR AWARD

in

BEST OVERSEAS RETAILER

sponsored by

sponsored by

sponsored by

that was presented by Rachel Wakley, Warner Bros. Discovery’s SVP & GM, UK & IE, sponsor of this category, while members of the HMV also enjoyed being in the stage spotlight.

Above: John Taylor, VP, Northern Europe of WildBrain CPLG, the sponsor of this award, did the honours in announcing the winner.

Right: Jon Spalding, head of consumer products UK and Ireland, Hardlines and FMCG EMEA of Mattel, sponsor of this category was cool, calm and collected as he announced the winner.

Right: On behalf of H&M, Gary Freeman, director of Method UK collected the trophy that was presented to him by Jon Spalding, head of consumer products UK and Ireland, Hardlines and FMCG EMEA of Mattel, which sponsored this category.

Above: Rachel Wakley, SVP & GM, UK & IE of Warner Bros. Discovery, sponsor of this award announced the winner.

Below: LUSH’s head of concepts and collaborations, Melody Morton (second left) and Lucky Prior, senior account manager didn’t hold back

showing their delight at having been presented with the trophy from (far right) John Taylor, VP, Northern Europe of WildBrain CPLG, the sponsor of this award.

BEST LICENSED RETAIL MARKETING INITIATIVE

Miffy Year of the Rabbit Campaign with Ichiba

sponsored by

BEST LICENSED PROMOTIONS CAMPAIGN

PAW Patrol on a Stroll Campaign with Dogs Trust

BEST LICENSED LIVE EVENT

Peaky Blinders: The Rise live immersive theatrical show from The Everywhere Group

sponsored by

sponsored by

Left: Karen Athill, senior regional channel director of sales for Funko Europe took to the lectern to open the winner’s gold envelope.

Right: As sponsor of this award category, Funko Europe’s senior regional channel director of sales Karen Athill (far right) presented the trophy to (third right) Alison Vellacott, director of Highlight PR who collected it on behalf of Ichiba. Alison was joined on stage by (left-right) colleagues Betsy Francis Mearns, Nicole Worboys and Event Merchandising’s Warren Traeger and Jeremy Goldsmith.

Above: (second left-right) The Everywhere Group’s head of global licensing Tom Roe went on stage with colleagues Sara White and Marie Wilson to collect the trophy from Richard Radford, head of licensing Bioworld International, sponsor of this award.

Below: (second right) Charlotte Hyson, Paramount’s director of franchise management and consumer products marketing UK went on stage with Joy Petley, corporate partnerships manager of Dogs Trust to collect the trophy from Elliott Matthews, managing director of Poetic Brands, sponsor of this category.

Above: Elliott Matthews, managing director of Poetic Brands, sponsor of this award category, was all smiles as he announced the winner.

Right: Richard Radford, head of licensing Bioworld International, sponsor of this category opened the gold envelope to announce the winner.

BEST LICENSED TOYS OR GAMES RANGE

BEST LICENSED DRESS-UP OR PARTYWARE

BEST LICENSED PRESCHOOL APPAREL OR ACCESSORIES RANGE

sponsored by

sponsored by

sponsored by

Left: As Informa Markets/BLE sponsored this category, Ian Hart, senior digital editor UK and EMEA of License Global was asked to unveil the winner. Bluey

Charlotte Hyson, Paramount Consumer Products & Experiences’ director of franchise management and consumer products marketing UK, sponsor of this award category, did the honours in announcing the winner of this award.

Right: All smiles! (Second leftright) Spin Master’s trade marketing manager Rebecca Naish; Sophie Jenkins, grocery sales; planning analyst Madeleine Barr; Phoebe Bournat, preschool assistant brand manager and Francesca Romana Gianesin, head of consumer products and experiences, international of Moonbug Entertainment, sponsor of this award who presented the trophy.

Above: (second left-right) Amscan International’s group licensing director Mel Beer, commercial director Lisa Norris and group licensing manager Alli Moore were delighted to receive the trophy that was presented to them by Ian Hart, senior digital editor UK and EMEA of License Global from award sponsor, Informa Markets.

Coles, Ruth Golightly, Allie Wilson and Charlotte Baker who were presented with the trophy by Charlotte Hyson, Paramount Consumer Products & Experiences’ director of franchise management and consumer products marketing UK, sponsor of this award category.

Left: Francesca Romana Gianesin, head of consumer products and experiences, International of Moonbug Entertainment, sponsor of this award, took to the lectern to announce the winner.

BEST LICENSED CHILDREN’S APPAREL OR ACCESSORIES RANGE

Left: Mirna Keshishian, business development director of CAA Brand Management, sponsor of this award category, revealed the winner.

sponsored by

Right: As sponsor of this award category, (far left) Mirna Keshishian, business development director of CAA Brand Management presented the trophy to The Pokémon Company International’s (second left-right) Samantha Williams, brand services manager; Jade Kellman, senior manager of licensing, UK & Nordics, and Ife Ajayi, junior licensing manager, who collected it on behalf of Clarks.

Pokémon x Clarks Collection from Clarks

BEST LICENSED ADULT APPAREL OR ACCESSORIES RANGE

Smiley Originals x ASOS from Somerbond

sponsored by

Right: Ozgur Dokurlar, managing director of Somerbond proudly held the winning trophy, that had been presented by (far right) Lauren Bath, head of marketing of EXG Pro, sponsor of this award category. Ozgur was joined on stage by (Right-left) Hulusi Yaman, owner of Yaman Tekstil (Somerbond’s parent company), Eda Gumush, Somerbond’s commercial manager, Sian Robinson, ASOS designer and Bey Ali, senior buyer of intimates for ASOS.

BEST LICENSED WRITTEN, LISTENING OR LEARNING RANGE

Left: Eda Gumush, commercial manager of Somerbond, the award category sponsor, announced the winner.

Far right: (second right) Nicola Nixon, commissioning editor of Ladybird Education, Penguin Random House was delighted to accept the trophy from (far right) Eda Gumush, commercial manager of Somerbond, the award category sponsor. They were joined on stage by (second left-right) Penguin Random House’s education children’s editorial project manager Jess Mackay; Hattie Fell, senior editor and Kirstie Billingham, art director.

sponsored by

Learn With Peppa Range from Ladybird Educational

Below: Lauren Bath, head of marketing of EXG Pro, sponsor of this award category revealed the winner on stage.

BEST LICENSED PAPER PRODUCTS OR STATIONERY RANGE

Middle: (centre) David Falkner, director of Cardology was a very happy bunny indeed to collect the award for its Peter Rabbit 3D card range from (far right) Emmanuelle Cadet, brand and licensing director EMEA of Boat Rocker, sponsor of this category. David was joined on stage by (to his left and right) Russell Watts, operations director of Penguin Random House Children’s and Kelly Ball, head of retail for Penguin Ventures.

sponsored by

BEST LICENSED GIFTWARE, HOME

DÉCOR,

TABLEWARE OR HOUSEWARES RANGE

Right: Zoe Smith, senior licensing manager of UK Softlines for Penguin Ventures, sponsor of this award category did the honours in announcing the winner.

sponsored by

The Grinch Cosmetics from Revolution Beauty

BEST LICENSED FOOD OR DRINK RANGE

PAW Patrol Juice Drinks from Vital-Life Nutraceuticals

sponsored by

WINNER

Peter Rabbit Pop Up Card Range from Cardology

Above: Simon Foulkes, managing director of Rainbow Productions, sponsor of this award category, opened the gold envelope to announce the winner.

Above: (second left-right) Revolution Beauty’s junior product manager Alex Dignum; Jenny Fraser, brand and product director; Maria Nichol, brand content manager and Julie Thomsett, global commercial planning director were presented with the trophy by Zoe Smith, senior licensing manager of UK Softlines for Penguin Ventures, sponsor of this award category.

Below: (second left) Alex Amison, executive assistant of Vital-Life Nutraceuticals went on stage with Siana Scott, PD designer for Paramount to collect the award from Simon Foulkes, managing director of category sponsor, Rainbow Productions.

Above: Emmanuelle Cadet, brand and licensing director EMEA of Boat Rocker, sponsor of this category was all smiles as she announced the winner.

THE INNOVATION AWARD

sponsored by

BEST SUSTAINABLE LICENSED PRODUCT

Ben & Jerry’s x Tony’s Chocolonely Ice Cream and Chocolate CoBranded Collaboration

sponsored by

BEST PRESCHOOL LICENSED PROPERTY

sponsored by

Left: John Taylor, VP northern Europe for Wildbrain CPLG, licensing agent for emoji, sponsor of this award category, had the pleasure of announcing the winner.

Right: Funko’s (second left-right) Daniella Faulkner, licensing coordinator; Gemma Fitzgibbon, licensing manager; Karen Athill, VP of sales EMEA; Chris Barnett, marketing manager; Rich Smith, VP of sales, Loungefly Global; Jeff van Rens, PR manager; Samantha Clapham, director, product EMEA; Samantha Wilson, marketing director and Leanne Marlow, UK sales manager went on stage to receive the award from John Taylor, VP northern Europe for Wildbrain CPLG, licensing agent for emoji, sponsor of this award category.

Above: Unilever’s, global licensing director Julie McCleave (second right) and (second left) Chloe Irwin, senior global licensing manager were delighted to be presented with the trophy by Anita Majhu, head of licensing and consumer products sustainability lead of BBC Studios, sponsor of this award category.

Right : The BBC Studios’ team (second left-right) Anita Majhu, Daisy Griffiths, Emma Ritchie, Andrew Carley, Julie Kekwick, Gaby Dior were delighted to accept the trophy from (far right) Tim Kilby, brand director of Character World Brands, sponsor of this award category.

Below: Anita Majhu, head of licensing and consumer products sustainability lead of BBC Studios, sponsor of this award category announced the winner.

Right: Tim Kilby, brand director of Character World Brands, sponsor of this award category took to the lectern to announce the winner.

BEST CHILDREN’S OR TWEEN LICENSED PROPERTY

Below: As sponsor of this award category Jazwares’ SVP of global licensing, Sam Ferguson announced the winner.

(right-left) Sam Ferguson, SVP of global licensing of Jazwares, sponsor of this award category presented the trophy to Mattel’s Jon Spalding, head of consumer products, UK and Ireland; Eirian Jones, head of shopper marketing, UK & Ireland and Natasha Erlandson, senior brand manager of Barbie, UK & Ireland.

sponsored by

BEST TEEN OR ADULT LICENSED PROPERTY

WINNER

sponsored by

Far

(second leftright) Netflix’s senior director of consumer products EMEA Filippo Zuffada; Shakti Sanspeur, marketing manager and Rikesh Desai, head of consumer products UK and Israel went on stage to collect the trophy from Allana Holmes, brand and sales director of Hunter Price International, sponsor of this award category.

BEST GAMING LICENSED PROPERTY

WINNER

The Pokémon Company International

sponsored by

Right:

Left: Allana Holmes, brand and sales director of Hunter Price International, sponsor of this award category opened the gold envelope and announced the winner.

right:

Emily Fawcett, head of global licensing of Abysse Corp, sponsor of this award category did the honours in announcing the winners.

Below: Jade Kellman, senior manager of licensing of The Pokémon Company International held the trophy, joined on stage by many of her happy colleagues.

BEST FILM LICENSED PROPERTY

The Super Mario Bros. Movie

BEST MUSIC OR CELEBRITY LICENSED PROPERTY

The Rolling Stones

BEST SPORTS LICENSED PROPERTY

Arsenal Football Club

sponsored by

sponsored by

sponsored by

Left: Mordy Benaiah, licensing director of Pyramid International, sponsor of this award category announced the winner.

Right: (second right) David Boyne, managing director of Bravado International was delighted to receive the trophy from (fourth right) Laurence Prince, chairman and owner of Danilo Promotions, sponsor of this award joined by Bravado colleagues (second left-right) Charlie Edwards, Antony Ward, Liz Legg, Damian Treece and Daved Bridges.

Above: Laurence Prince, chairman and owner of Danilo Promotions, sponsor of this award category did the honours in announcing the winner.

Left: Rhys Fleming, sales and marketing director of Dependable Solutions, sponsor of this award category announced the winner.

Above: Universal Products & Experiences, vice president, EMEA Paul Bufton holds the trophy aloft that was presented by (fourth right) Mordy Benaiah, licensing director of Pyramid International, sponsor of this award category. Paul was joined on stage by his colleagues (second left-right) Steph Gibson, Tim Juckes, Rakhee Ghelani, Becky Langston, Megan Boast, Nicoletta Minella, Rob Bentley, Rosy Neel and Andy Nicholls.

Below : It was a top goal scoring night for (left-right) Arsenal Football Club’s Tom Jarman, Matt Gilmore Leigh Simpson and Ellie Holt-Rix who were presented with the trophy by Rhys Fleming, sales and marketing director of Dependable Solutions, sponsor of this award category.

THE CLASSIC LICENSED PROPERTY AWARD

sponsored by

Right : Adding some extra magic to the night, the Warner Bros. Discovery team were delighted to receive the award, with Nick Stratton its director of fashion and home, accepting the trophy from (front centre) Tom Rossi, managing director, UK& Ireland of Erve Group, sponsor of this award category, which sees the Wizarding World brand entering the Classic Licensing Hall

WHAT KIDS LOVE AWARD

sponsored by

Minecraft

HONORARY ACHIEVEMENT AWARD

sponsored by

Left: Tom Williams, CEO of The Insights Family, sponsor of this category announced the winner.

Left: Brothers Danny and Mark Schweiger were surprised and delighted to receive the awards.

Danny Schweiger and Mark Schweiger

Left: Tom Rossi, managing director, UK& Ireland of Erve Group, sponsor of this award category announced the winner.

of Fame.

Right: (second left-right) As licensing agent for Minecraft, CCA Brand Management’s brand manager Jade Perry, senior brand director, Louise Roze and brand manager Beth Mackintosh were delighted to collect the award from Tom Williams, CEO of The Insights Family, sponsor of this consumer award.

Below: (far right) Ed Whieldon, buying and sourcing director of Sambro International, sponsor of this prestigious award presented the trophies to Danny (left) and his brother and co-director Mark Schweiger after which they gave emotional acceptance speeches.

We are a global brand merchandising platform, helping brands and retailers create lasting consumer engagement through licensing, product development, manufacturing, sales & distribution. We partner with the biggest brands in the world. With over 20 product categories and complete retail distribution in all tiers including Amazon and direct-to-consumer, we are the only global licensee with a distribution network built for agility to attack emerging trends. We rede ned omni-channel to be everywhere the fans are. Our partners know we aren’t just one solution. We’re THE solution.

To nd out more come visit us on stand A161.

Working in synergy over the past four years, CAA Brand Management and Minecraft have built a strategic, retail-led programme for the hit game that firmly positions the brand for the next decade. LSB finds out more.

Game plan

Mmore popular than ever. “The key to the game’s longevity is its ability to attract and keep a wide range of players and community, spanning all age ranges and genders,” says CAA Brand Management’s Louise Roze, director of brand management. “We all play or know someone who plays, or who watches Minecraft videos, whether it’s a child, a friend or even a grandparent.”

CAA Brand Management – the licensing and consumer products division of brand, entertainment and sports agency Creative Artists Agency (CAA) – has been working with Minecraft since 2019. “We have seen the programme grow into a huge entertainment franchise, loved by an audience beyond gaming,” Louise says. “Over 50% of the brand engagement happens outside of playing the game. People watch other people play Minecraft on the likes of YouTube [videos relating to the game reached 1 trillion views on the platform in 2022] or Twitch, they interact on social media, and they buy consumer products.

“The most important element to understand when working with a gaming brand is its community; being authentic and respecting the game’s true essence and its players is essential when developing the licensing strategy. Minecraft has 141 million monthly active users and an even bigger community, and its fan base will not hesitate to say if they feel something is not genuinely tied to the game and what it stands for.”

Taking a strategy- and purposeled approach to managing

consumer products and licensing programmes, and drawing on the expertise under the CAA umbrella across the worlds of fashion, sports, music, digital media and beyond, CAA Brand Management works closely with clients to align on revenuegenerating growth strategies for long-term success, says Louise. “We also work to make sure that all products and partnerships we build for our clients have a purpose.” A good example is Minecraft’s recent collaboration with Lacoste, which stemmed from linking the two brands’ strong commitments to their respective communities. One element of the partnership was Minecraft inviting its players to express their creativity by designing a tennis court within the Lacoste x Minecraft game. The Lacoste Foundation and its partner Sports dans la Ville then went on to select a winner and turn the virtual build into reality, bringing a new youth holiday centre to life in France.

“On the product side, we also ensured that the broad Minecraft community was satisfied by offering a collection of both children’s and unisex adults’ clothing and accessories,” adds Louise.

Looking ahead, Minecraft’s birthday celebrations in 2024 will be followed by the release of the Minecraft movie, a live-action adventure starring Jason Momoa, in 2025.

“Right now we’re finalising the strategy for the movie with Minecraft,” Louise says. “The coming years are going to be an exciting time for the franchise.”

Right: Minecraft partnered with Burberry in 2022 for a capsule collection and in-game activation.

Left: The Lacoste x Minecraft collection features activewear, loungewear, accesories and footwear.

Baby

TMNT, TMNT Mutant

Top Gun, Godfather, Forrest Gun & Grease

My Little Pony, Dungeons & Dragons, PJ Mask and Peppa Pig

Friends, Game Of Thrones, House of Dragon, Rick & Morty, LOTR, Looney Tunes and Harry Potter

Minions, Trolls, Gabby´s Dollhouse & Universal

Squid

Earning

through learning

It was one of the three top performing growth property categories in 2022, according to Licensing International, and the collegiate sector is now making its impact felt in the UK, with retailers including Primark, H&M, Zara and Pull & Bear among others all seeing success with product. LSB gets ready to head back to school to find out more.

The collegiate licensing sector is already a big deal in the US – notably, it was one of the top performing growth categories in 2022 (+11.4%) according to Licensing International’s 2023 Global Licensing Industry Study.

The sector benefitted from more in-person attendance at collegiate sporting events, plus the continued evolution of agents, player associations and College NIL booster collectives brokering licensing deals for college athletes. And its impact is growing in the UK, too.

“The demand for college merchandise in international markets is driven in part by each school’s fan base, but more so by their aspirational appeal and iconic logos and mascots that portray Americana,” says Natalie Horne, senior director of licensing at IMG which, via its American counterpart CLC, works with numerous US colleges. “Some schools are better known than

Dreaming spires

others, either because of their alumni, sports success or educational prestige. When people travel to the US and connect emotionally with a place, for example New York or Florida, or they aspire to an American lifestyle, eg, California surf, we also see that influences the demand for those respective schools in international markets.”

ASPIRE, WildBrain CPLG’s corporate and lifestyle division, first partnered with Yale back in 2017, with its first collaboration landing in Zara menswear. The division has recently taken over the North American business for Yale, while it also works with Harvard University, Columbia University, University of Cambridge and University of Southern California.

“Collegiate brands possess an ability to play into different fashion and social trends, such as athleisure, logomania, preppy style, Americana and nostalgia,” says Victoria Whellans,

“My sense is that English brands, such as Oxford or Cambridge, have a resonance overseas, not just because of the growing number of alumni across the globe but also the heritage that comes with it,” offers Dec McCarthy, head of publishing and licensing at the Ashmolean Museum (which is part of the University of Oxford). “Oxford has had a university since the eleventh century, coming long before the Aztec empire or Genghis Khan. It is that sheer longevity which will bring appeal.” Dec believes that the possibilities for growth for the collegiate sector in the UK are “vast”. He continues: “Not only does Oxford have incredible gardens, libraries and museums, it also has science, invention and technology. There are so many areas to tap into through these avenues.”

Inset: ASPIRE has added a third Ivy League school to its portfolio in the form of Columbia University.

Below: H&M is one of the retailers which has been enjoying success with collegiate brands.

The licensee view

Brand Alliance works with UCLA, Yale, Harvard, Berkeley and Michigan to name a few, with leisure sets including t-shirts, sweats, joggers, hoodies and caps all being sales successes.

“We have landed some great ranges across retail, but particularly with Primark where our Yale and Harvard brands have become regular volume orders,” Faye Rashad, licensing and key account manager, tells LSB. “More retailers are buying collegiate brands from us as the sport/athleisure trend is more relevant to their customers, but also for growth areas within retailer’s departments – Claire’s Accessories looking to offer something cooler to the older girl for example.

“Widening our portfolio of colleges is already in action so, as we sign these deals, we are excited to deliver more ranges and products to retail.”

commercial director at ASPIRE. “With such enduring appeal, we can position them as evergreen brands. The preppy, college look has been featured in collections at fashion weeks around the world, helping to transform this sector and make it more relevant.

“We’re already seeing expansion into younger demographics with kidswear ranges at retail, alongside new product categories and channels. The college licensing programmes in the UK are driven by fashion, but we have also seen interest in new category extensions, such as footwear, accessories, gifting, homeware, stationery and back to school.”

Victoria adds: “While collegiate licensing programmes have been dominated by fashion retailers, we’re now seeing interest from grocery and more mass market high street stores, who are keen to follow the global fashion retailers and trends.”

For Len Dunne, ceo at Fitzwilliam Museum Enterprises, licensing interest in Cambridge’s museum collections has gathered pace over the past 12 months with a number of designs and projects in development. FME is also looking to further grow the Boat Race programme. While apparel is the lead category across all territories for FME, recent successes have also included stationery and an award-winning Cambridge Curator’s Gin (which includes ingredients from the Cambridge University Botanic Garden).

“The UK is as receptive to US collegiate licensing as many other territories, and Cambridge has positively benefitted from the current fashion trend, which has enabled it to make the transition from a tourism merch proposition to fashion brand in the UK,” Len explains. “Collegiate licensing is here to stay and will continue to evolve in response to market and fashion trends. As the collegiate sector is so interlinked with sport, opportunities across personal care, wellbeing and co-brands with sports clothing and accessories partners will no doubt provide the potential for growth.”

ASPIRE’s Victoria agrees there is further growth to be enjoyed, concluding:

“Many top collegiate brands and their logos have reached iconic status in our culture, which has allowed them to transcend the traditional audience of students and alumni to achieve widespread appeal. This dynamic has opened a door for new and innovative licensing opportunities.”

Right: The Cambridge Curator’s Gin includes ingredients from the Cambridge University Botanic Garden.

Below: Brand Alliance works with UCLA, Yale, Harvard, Berkeley and Michigan among others.

Inset: The US college licensing business is being fuelled by the ever-increasing fan bases for the schools and their sports teams.

Niche

no more?

Based on a popular anime series, itself inspired by the bestselling manga of all time, live-action Netflix series One Piece became the number one ranked TV series in 84 countries within days of its release, setting a new record for the streaming giant. LSB asks the experts whether anime and manga are finally breaking through into the mainstream, and about the opportunities waiting to be seized in the licensing space and at retail.

While manga (Japanese comic books) and anime (the animation series based on them) have been growing in popularity in western markets in recent years, lockdown took them to another level.

“Teenagers couldn’t escape their families,” says Max Arguile, owner of licensing agency Reemsborko. “So, they were in their bedrooms watching anime and playing video games. Consequently, those two things saw a massive boost in 2020 and 2021.”

Reemsborko represents a number of anime and manga brands, from the cute (like Bananya – an anime about a cat who lives inside a banana) to the action packed (BLEACH, Dragon Ball, Naruto) and horror based (the Junji Itô Collection). It can sometimes be difficult, Max says, to get retail buyers to engage with properties they’re not personally familiar with, but for those who do, the rewards are huge. “The buyers might not know anime, but the fans definitely do,” says Max. “Primark has been on board with it for a few years, and their bestselling men’s t-shirt for the past few years has been a Dragon Ball t-shirt. Our busiest licence is Hatsune Miku; we have over 30 licensees and they all renew when it gets to the end of their term. At the end of 2021 one of our licensees did €1 million of business with a European retailer for two t-shirts.

“Manga and anime offer an opportunity for licensees and retailers to stand out. If you’re a retailer and you’re selling a superhero product or classic brand that is licensed to the hilt, chances

Inset: Reemsborko represents a number of anime and manga brands including the action packed BLEACH franchise.

Inset: With One Piece currently trending, Abysse expects huge demand for its Luffy money bank.

are the shop next door is going to be selling exactly the same thing. Whereas if you have anime product, it’s a major point of difference.”

Abysse Corp is well known in the manga and anime category across the UK and Europe. “In the last five years we have seen, and been part of, the growth in both categories, especially across the specialist sector, and now in the mass market and grocery sector,” says managing director Steven Birks. “Currently, our One Piece collection is trending. We have lots of additions planned to the range for Q4, but two highlights would be the One Piece Luffy money bank and Luffy straw hat.”

With such a wealth of anime and manga licences, Abysse has each IP at a different stage of development, says Steven, “whether it’s one of the core foundation brands such as Dragon Ball Z or one of the hot new IPs released this year like Tokyo Revengers. The ones we are seeing stand out in the UK this year, as well as One Piece, are darker IPs such as Death Note, Jujutsu Kaisen, ToiletBound and Junji Itô.”

Those same properties perform “sevenfold over the more romantic, slice-of-life titles,” says Gary Williamson, HMV’s director of pop culture, UK & Europe. “In terms of popularity, though, shonen [a genre

A genre for everyone

of anime that targets young male audiences] shines above the rest. These titles tend to be a little easier to follow and focus on action, adventure and fighting storylines. They’re the ones most people have heard of, like One Piece, Naruto and Attack on Titan.”

HMV actively tracks trends on social media, especially on TikTok. “Being part of the community and anime fandom and having the ability to talk to fans to gauge excitement about product and IPs is fantastic,” says Gary. “We have permanent space in our stores for everything anime, so fans have a home whenever they visit. We’ve worked with the likes of Crunchyroll and Funko to bring anime to life in-store with monthly moments, fantastic displays, giveaways and more. Anime is still such an untapped market and with many niche fandoms still looking for products and representation, the potential is huge.”

Manga sales in the US jumped 160% from 2020 to 2021, with 25 million books sold. In the UK, 434,000 manga were sold in 2012, rising to nearly two million in 2022.

“The great thing about manga is that it’s so accessible,” says Andrew Sumner, evp of manga publisher Titan Entertainment. “If you find a creator, style or a specific narrative that triggers your imagination as a reader, there’s a ton of content to jump into.”

Titan’s highlights for Q4 2023 include debut issues for four ongoing manga series: Alpi – The Soul Sender; Witch of Thistle Castle; The Great Yokai War – Guardians, and The Poetry of Ran, plus a Sherlock: A Scandal in Belgravia box set (based on the Steven Moffat/Mark Gatiss BBC series and adapted as a manga by Jay).

“The genre really offers something for everyone,” says Andrew. “My view would be that it’s popular in the same way that US comic books were with American GIs far away from home in the 1940s. Manga has captured the imagination of a generation who feel an affinity for this art form that they can call their own.”

Above & below right: HMV offers a huge range of merchandise for anime fans of every sub-genre. Inset: Alpi – The Soul Sender is one of Titan’s big releases for Q4 2023. Top right: Hatsune Miku is Reemsborko’s busiest licence, with over 30 licensees.

Ready to play

After a three-year absence, Toy Fair is heading back to New York City in a new autumn slot and boasting a number of new features. LSB catches up with Kimberly Carcone, evp of global events at The Toy Association to find out more.

We have to think back to February 2020 – pre-pandemic - for the last time that the global toy industry was able to head to New York’s Jacob K Javits Convention Center for Toy Fair.

Since then, the Javits’ expansion project has been completed – with an estimated investment of $1.5bn and including a significant increase in exhibition space as well as a number of other features – while The Toy Association also undertook its own project. The ‘Toy Fair Reimagination Project’ included focus groups, surveys of toy manufacturers and retailers and other research, along with consultation from an outside company which specialises in trade shows.

From this, the decision was made to shift the show from its traditional February slot. This year’s dates are 30 September to 3 October and, from early stats, it seems that the return is being keenly awaited.

At time of writing, almost 1,000 companies had signed up to exhibit, while registration was up 7% over Toy Fair 2020 with registrants representing 73 countries and territories. This includes buyers from over 1,400 retail outlets spanning across all 50 US states and 59 countries and territories, including 22 of the top 25 sellers representing the $40 billion US toy market.

“We can’t wait to celebrate the return of Toy Fair to the global stage,” says Kimberly Carcone, evp of global events at The Toy Association. “For everyone at The Toy Association, it’s the opportunity to showcase the show’s legacy while also highlighting all the new elements we’ve incorporated to evolve alongside the ever-changing landscape of the toy industry and provide the industry with the tools and resources they need to succeed.”

The new elements include a Visual Merchandising Initiative which requires exhibitors to make product visible in at least 20% of their aisle-facing booth space – which comes as a result of feedback from the retail community and media to create a more engaging show experience – plus new product zones to help attendees tap into toy-adjacent industries and trends. The World of Toys Pavilion is in partnership with Spielwarenmesse eG, while there are also pavilions from France, China

A new Halloween Pavilion will emphasise the influence of these products and experiences, while there will also be a ‘Hot for Holiday’ display keyed into what families will be vying for in Q4 and a ‘Pet PLAYce’ section highlighting products for pets.

Inset: A host of brand owners will be attending the show.

Inset: Kimberly Carcone, evp of global events at The Toy Association.

“These new dedicated zones at the show reflect how play trends reach beyond the toy space and highlight areas for growth and opportunity avenues for growth,” explains Kimberly. There will also be nearly 350 first time exhibitors on the show floor which Kimberly says illustrates Toy Fair’s strong pipeline for innovation and creativity, regardless of time of year.

Licensed moments

As part of the show’s educational line-up, Licensing International will host a Toy Fair University session that addresses how the current entertainment landscape is constantly dividing children's attention and why brand building is more important than ever to hold kids interest.

The session will also offer insights into the $340.8 billion global licensing industry and guidance on how best to grow your own toy and game properties through licensing in, licensing out, brand collaborations and more. Licensing International will also host its annual Toy Fair networking event after-hours.

There is also a Licence of the Year category at the Toy of the Year Awards, which serves as the kick off to Toy Fair, taking place on 29 September, the night before the show begins.

“New ideas and innovation are what ultimately drive change and this industry forward,” she comments. “We talk a lot about diversity and inclusion in the toy space, but this idea also applies to creating pathways for diverse and inclusion product assortments. This is at the forefront of what Toy Fair spaces like Launch Pad, which is designed specifically to feature up and coming toy inventors and international companies interested in expanding their products to the US, are all about - helping facilitate those business-accelerating connections between freshman exhibitors and buyers and media.”

When it comes to licensing, Kimberly is quick to point out just how important it is, not just to Toy Fair, but the toy industry as a whole. “The dynamic collaboration between toys and licensing has given rise to timeless and beloved products that have captured

the hearts and imaginations of generations of consumers and produced billions of dollars in revenue (representing 30% of total global toy sales in 2022, according to Circana),” she says. “Beyond the nostalgia and entertainment factor, the toy and licensing industries share a common goal of creating consumer-centric products that resonate with audiences of all ages. Toy Fair will put this synergy between our two industries on display, through inbooth activations, powerful branded experiences throughout the show, as well as through dedicated educational programming.”

Licensors including Disney, Moonbug, NBC Universal, Paramount and Sony Pictures among others are due to attend, while Paramount is also the sponsor of the press centre.

There’s certainly going to be a lot of ground to cover and, much like Santa will be making his list and checking it twice, Kimberly advises that attendees make a clear list of objectives about what they want to accomplish, create a game plan and stick to it. “Toy Fair’s heritage as the largest toy, game and play product experience will carry forward, bringing the global toy industry together to make even more connections, share new innovations and preview what’s coming next. We’re ready to play!”

Inset: A number of licensed characters will be making their presence felt on the show floor.

Below: Some 1,000 companies have signed up to exhibit at Toy Fair including almost 350 first time exhibitors.

WILDBRAIN

Elizabeth Litten Miller, vp franchise strategy at WildBrain, discusses how the company has kept evergreen brands contemporary.

Always

in fashion

This season’s colour is most definitely

Understand the brand’s core DNA

It’s crucial to identify the core pillars of your brand from the outset, and to define your target audiences. These are essential to anchor the property and to keep it identifiable. It’s effective to remind adult audiences what they loved about the brand in the first place and showcase to newer audiences what makes the brand great. The bond that evergreen IP has with parents also inspires trust. Staying true to the core values of a brand helps to drive interesting, creative and contemporary partnerships. For Strawberry Shortcake, we’ve found that her values really resonate across generations of fans. We’ve therefore secured a wide range of partnerships to tap into these, from co-baking activities built for parent and child audiences with Amazon Alexa, to working with female entrepreneurs.

Teletubbies recent sponsorship of RuPaul’s global DragCon events also leaned into the brand’s renowned joyful DNA, which focuses on celebrating inclusivity and

Having such a clear DNA also means that we can trust partners to

Partnering with digitally native brands such as Loungefly helped bring Strawberry Shortcake to new audiences. Elizabeth Litten Miller, vp franchise strategy at WildBrain.

Inset: The Teletubbies Christian Cowan fashion collection went viral earlier this year.

celebrate the brand in their own way. For example, we launched the Strawberry Shortcake Collective this summer, partnering with female artists to reimagine and pay homage to Strawberry Shortcake. The artwork created by the collective is featured on a variety of fashion apparel and accessories for purchase on Threadless. A recent Teletubbies apparel collaboration saw Adam Bomb, mascot for the streetwear brand The Hundreds, reimagined with our colourful quartet.

Take your brand to kids and wider fans wherever they are

If you’re confident in your core brand pillars, you can really think from high-end down to grassroots when it comes to direct fan engagement. At WildBrain, we look to meet our fans where they are, with targeted activations and pop-up events - everything from Strawberry Shortcake tea parties in Los Angeles, to a ‘berryific’ partnership with The Knot Churros in London. We also know how important the digital space is, and we’re bringing the House of Teletubbies experiential pop-up to a global audience with metaverse fashion collections launching on Second Life with House of Blueberry.

Social media platforms allow another connection point with audiences to build community among our ‘kidult’ fans. The Teletubbies have become viral TikTok superstars, with over one million followers and nearly 18 million likes. In addition to hopping on trending moments, we also tie our social media strategy into our ongoing strands like our ‘Belonging’ campaign, which brings the Teletubbies to global Pride and DragCon events. It’s all about meeting fans where they are, in a platform, age and brand appropriate way. In addition, being an evergreen brand means

identifying opportunities to leverage new platforms. Our colleagues at WildBrain Spark, for example, are experts in understanding and reaching fans with tailored YouTube content, which helps reach new kid audiences as well as enhance the co-viewing multi-generational experience.

Stay abreast of trends and don’t be afraid to test and learn

Often a significant challenge facing brands and licensors is the constant shift in what’s hot and what’s not.

We prioritise a nimble approach at WildBrain, which enables us to move quickly to seize the moment. We aren’t afraid to try new things for our brands; if you have clearly set core brand pillars and a strong direct connection with your fanbase, it can be much easier to break new ground. The growth of direct to consumer channels is opening up exciting new avenues to engage directly with fans, and we’re excited to be launching a new dedicated Teletubbies ecommerce site with Star Editions. Partnering with digitally native brands such as Hunnideux, Loungefly and Glamlite brought Strawberry Shortcake to new audiences, with collaborative social campaigns and inperson launch events. As we gear up for Strawberry’s 45th anniversary year in 2024, you’ll see even more partnerships and activations as we celebrate with our global fanbase.

Another factor that helps is that we execute our ideas quickly, and we’re super connected with colleagues across WildBrain via our 360-degree approach.

Essentially, Barbie’s movie success, like Frozen before it, is success for all of us in the brand and licensing sector. The message from evergreen brands is clear: being timeless is always in fashion.

Inset: Teletubbies recent sponsorship of RuPaul’s global DragCon events leaned into the brand’s renowned joyful DNA.

Inset: Strawberry Shortcake’s American Girl café takeover took place this summer.

“We're not here to build something that shines brightly for a very short period of time, like a physical boxed video game would do,” Andrew Matjaszek explains. “We want a game that’s going to be here to support toy series after series, the animated series, music albums, books, magazines, trading cards, all of that great stuff.”

Toikido’s launch strategy for Piñata Smashlings is ambitious – with physical products debuting just weeks after the game – but this is a team with form; many Toikido major players, Andrew included, are former Mind Candy staffers responsible for internet

Branding together

sensation Moshi Monsters, which saw exponential growth in the early 2010s. And judging by the numbers, Piñata Smashlings is off to a strong start: the Roblox game has hit 10 million trailer views and been played 1.5 million times since its July launch, while Smashlings Plushies have made Walmart’s 2023 Top Toys List – unusual for a brand new IP.

“That is down to our fantastic toy partner PMI,” says Andrew. “They've created a product line that we’re incredibly proud of, and that’s also incredibly accessible. Our Surprise Pods, which come in little eggs with legs, are just £2.99, for example. We've then got action figures, which are Piñatas that come with Smashlings inside, and plush and play-sets as

“We are keen to partner with brands that have credibility not just with kids but with parents, too,” says Andrew. “We have been working with UEFA on a Euro 2024 promotion, where their mascot Albärt will appear in-game from April next year. We’ve also partnered with Chuck E. Cheese in the US. Piñata Smashlings will be promoted in all 487 of their outlets, while we have created a Chuck E. Cheese in-game integration where players can collect Chuck E. Cheese characters, who have been turned into Smashlings, and win prizes they can redeem in the game.”

Piñata Smashlings. Piñata Smashlings.

Above: Andrew Matjaszek, Toikido’s head of marketing.

Inset: Euro 2024’s official mascot Albärt appears in the Piñataverse as part of Football Island.

well, which all come with a code that links back to the game. What PMI have also been great at is including us, where possible, in conversations with retail, so we've been able to tell the story of the brand, which has helped build confidence and trust.”

With toys now filtering through into stores, it’s time for the Piñata Smashlings’ marketing drive to kick off in earnest.

“We have a three-point strategy for building the Piñata Smashlings brand,” says Andrew. “First, we want to drive player acquisition and build awareness through digital advertising. We also want to work with influencers to cement the trust and authority of the game, and promote the wider brand extensions. And thirdly, we are using brand partnerships as a platform to elevate the Piñata Smashlings brand.

“We’ve built a roster of influencers who have been launching game content every week for the past six weeks, and we will continue to do that but we’ve also recently appointed Sean Sotaridona [known as SeanDoesMagic], who is a magician, TikToker and social media personality, as a Piñata Smashlings brand ambassador.”

With 22 million followers, Sean has the potential to bring in a host of new fans while deepening the engagement of existing ones. “He will be in Smyths in Croydon on 24 September, doing a magic show while promoting Piñata Smashlings. It will give us some fun content that we can use again and again, that will live on his platform, Smyths’ platform and our platform,” says Andrew. “We've also turned Sean into a Smashling and put him in the game. Players can go and find him and collect him, and he’ll

be doing magic within the game. He’ll also be featured in one of the 20 animated shorts we’re releasing in the next few weeks.”

The animated shorts, launching on the Piñata Smashlings official YouTube channel, will focus on key characters from the Piñataverse. “They will show that next layer of detail behind the world and also act as a precursor to understanding which characters are resonating,” explains Andrew. Spring/summer 2024 will then see the release of an animated series, made in partnership with Corus Entertainment’s Nelvana.

As for the licensing programme, Andrew is keen to stress that “we want to deliver great product, but we also want to deliver a product or service where we and the licensee and the retailer can all support one another. We want to seize the opportunities to create great retail destinations and bring licensing partners together for crosscategory partnerships, for example. It sounds corny, but we want to work with people who understand the value of the brand that we’re trying to create and who are also fun to work with, so we can see ourselves working with them for many years.”

Inset: Toikido has partnered with Chuck E. Cheese in the US.

Above: Influencer, magician and brand ambassador Sean Sotaridona has been turned into a Smashling within the Roblox game.

Inset: Smashlings Plushies have made it onto Walmart’s list of Top Toys for 2023.

GLOBAL STRIKE PENSKE MEDIA PARTNERSHIP

Global are delighted to be entering into a partnership with Penske Media, an American media and publishing giant, to represent several of their iconic brands including Rolling Stone Magazine (North America, MENA), Billboard and Variety.

Rolling Stone, the music publication which has defined pop culture for generations, has come a long way in the last 50 years. Today, it is a leading multi-platform content brand with unmatched access and authority, reaching over 60 million

people every month. Despite the constantly evolving media landscape, Rolling Stone has remained true to its mission of telling exceptional stories that shed light on the culture of our times. Billboard, an iconic brand with unmatched authority, 57M+ social following and 18M monthly visitors, is uniquely situated at the centre of the conversation of music. Variety, a 117 yearold brand, is a powerful publication in every conceivable aspect. Variety stands as a monument to the entertainment industry.

THE CULT

LICENSEE FEEDBACK

Helen Cottrill, sales and marketing, Blade and Rose

“We have had an extremely successful summer, across all sectors. Our Peter Rabbit collection is going from strength to strength, the response to our Autumn Leaf collection has been exceptional, buyers and consumers love the hot raspberry pink colour palette, it is so eye-catching and of course being a finalist in the Best Licensed Preschool Apparel or Accessories Range (0-5 years) category in The Licensing Awards was a great honour.

We have planned the launch of two brand new collections, Bright Ideas and Grow Your Own to coincide with the all important Christmas season with stock arriving imminently.

October also sees our brand new Paddington collection launch - the reaction to date has been amazing.”

Inset: Blade & Rose will launch its new Paddington collection in October.

Rachel Wyatt, brand director, Brands In

“I guess summer has been crazy in terms of the weather and that has made buying patterns tricky to follow for both bricks and mortar and online retail – one minute reaching for your jacket and umbrella the next your shorts and t-shirt. We also used summer to launch key Halloween and Christmas ranges and watched as the consumer bought early into these events – yes pumpkins really do sell in August.

The challenges as always are predicting the future – who is watching what? Who is wearing what, what music is being listened to… having our finger on the pulse of the most up to date trends and fashion really helps us optimise our opportunities.

Our print on demand/drop ship business really enables us to understand our consumer in real time. If they want to buy pumpkins in August (who are we to stop them) we can maximise that opportunity quickly – we see and act in real time and that allows us to drive our design and ranging to deliver to our consumers the most on trend ranges they want to buy.

We continue to work strategically with our retailers and licensors to ensure our consumer offering is current and that we tap into all the relevant launches and events.

The ‘golden quarter’ looks strong - despite the writers’ strikes moving some launches around we are optimistic. There are new movies planned to hit from Disney and Warner Bros Discovery Netflix has some great TV shows launching and, overlaying that with great design treatments on our core licences, the golden quarter looks platinum.”

Above: Helen Cottrill, Blade & Rose.

As we move into the ‘golden quarter’, LSB asks a selection of licensees how summer was for them, what were some of their successes and what do they see as the highlights and challenges as we enter the final part of the year.

Dominique Peckett, director of product and marketing, Smiffys

“We’ve had a great summer at Smiffys. Festival season has been key again for us this year, with our new festival hats and accessories being a sell out. We’ve also noticed an increase in family festivals with fancy dress themes, helping to boost the quieter summer months.

We can’t talk about success this summer without mentioning the Barbie movie release. Our Barbie costume collection has been amazingly popular; we’ve been seeing it featured all over social media this summer and we are looking forward to seeing Barbie and Ken being a top costume trend going into Halloween.

We are entering Q4 on track to have the best Halloween season on record – our pre-orders have been record breaking and we have a strong stockholding heading into the season ready for last minute top-up orders. This Halloween is the first for many of our new licences and we are excited to see these launch to consumers for the season including Rocky Horror Show, Friday 13th, IT the Movie and Beetlejuice

A challenge we will all be facing going into Q4 is the continuing cost-of-living crisis. With everyone feeling the pinch, this could affect sales across the board heading into Halloween and Christmas. We’re feeling positive though, and we are already seeing strong sales for Halloween across the B2C side of the business, online and in-store.”

Ashley Holman, md, ToyTopic

“Summer has overall been very strong for us, with launches of several new ranges including Fashion Fidget dolls that are selling well. Outdoor, however, has been more of a challenge given the poor weather we experienced for most of the school holidays.

We’ve also done a huge amount of new product development that is setting us up for further success in 2024 and beyond.

We’re also excited going into Q4 as we are launching key new licensed offerings including our hotly anticipated PAW Patrol seasonal plush ranges."

Fran Hales, head of marketing and portfolio, Rubies

“With the summer, warmer weather and holidays galore, we loved seeing the influx in parties, hen and stag dos and festivals across the country. With them come a rise in matching group costumes for friends like Teletubbies, Marvel and Wizarding World for a fun party experience. Alternatively, partygoers utilise our wide range of generic costumes and accessories to help complete the look for their perfect festival outfit.

Going into peak for 2023, we have a lot to be excited about as a business. From new and exciting licences like Wednesday, Monster High and M3GAN to our strong relationship with suppliers which means we have a product stock availability that’s higher than ever before, we’re looking forward to a fast-paced and rewarding ‘golden quarter’.”

Norman Thompson, md, Imagine8

“Imagine8 has used the summer months to develop and launch new products, collections tied to seasonal themes or trends. Success will be measured by the reception of these new products in the market. As we enter the 'golden quarter' of 2023, licensees may face additional opportunities and challenges. As the name suggests, the golden quarter is retail’s busiest time of the year featuring both the biggest retail event and consumer holiday in the calendar - Black Friday and Christmas Preparing can be a crucial time for many businesses, requiring careful planning and stock management. Keeping an eye on evolving consumer trends and preferences, especially in the context of seasonal shopping, is essential. Ultimately, the success of the 'golden quarter' will depend on how well licensees adapt to market conditions, connect with consumers and execute their strategies.”

Trevor Cash, director Mad Beauty

“Summer has seen steady sales, especially through key export markets. Highlights have included expanding our work force across sales, operations and compliance teams alongside successful negotiations for some new licences. Looking ahead, our challenges lie in meeting the rising demand for products and effectively managing our resources to support this.”

Trevor Cash, Mad Beauty.

Top right: Fran Hales, Rubies.

Bottom right: Wednesday is one of the new licences in the Rubies portfolio.

Above: Norman Thompson, Imagine8.

Above: Ashley Holman, ToyTopic

Aysha Kidwai, chief commercial officer EMEA & APAC, Concept One

“It's been a complex bag of emotions this season - some unexpected surprises, turns and the mounting challenges arising from the current economic crisis and wave of retail consolidation.

There still is a growing trend for safe retro classics such as Hello Kitty, Peanuts, Care Bears, South Park, SpongeBob, art and fashion brands, along with all the much-hyped entertainment brands of the season, which is good to see and to balance the portfolio. It looks set to be a hopeful quarter in the pink, (thanks to Barbie's $1 billion box office halo effect), despite the slowing pace of the content pipeline.”

Kim Bown, director, Misirli

“We have had a successful summer period where we have strengthened the team with the appointments of a new commercial director and head of licensing, plus we have secured several fantastic new licences that we will be excited to announce shortly, which span across all our product categories including nightwear, underwear, socks and gifting.

Our AW23 product is on its way and will start to hit down in stores any moment, offering wonderful Christmas gifting products from cosy socks to family PJ sets. We even have something for the dog this year. With the cost-of-living crisis still on everyone’s minds, it will be interesting to see how this affects consumer spending for Christmas and the effect this will have on sell through and repeat buys.”

Helen Johnson, product manager, Crème d’Or

“We always seem to be juggling Christmas and Easter here, the two key chocolate gifting seasons. On one hand we are getting everything prepped and ready to hit the stores and on the other we are trying to come up with new, exciting (hopefully award winning) ideas.

Our Grinch confectionery range has certainly generated more sales this year with listings in Card Factory, Moonpig, The Range and Selfridges.”

Ozgur Dokurlar, md, Somerbond

“While the start of 2023 brought its own challenges for every supplier, it also was the start of a very promising year for us with our collaboration collections with ASOS for Smiley and Bratz coming into fruition. These have proved to be very fruitful and profitable, with the former winning us the Best Licensed Adult Apparel or Accessories Range in The Licensing Awards.

As we move into the fourth quarter of 2023 we are seeing an increase in bookings and OTBs which is always promising, but price and margins are still a challenge for us and we anticipate this continuing into 2024. However, we will ride this storm and feel things will settle down in the coming 12-18 months.”

Katie Gritt, head of marketing for Sport, Panini

“Summer is a great time for us as it sees the launch of our Premier League Adrenalyn XL Trading Card game, alongside the kick off of the new Premier League season.

With double digit growth across all skus YOY and some retailers reporting +100% growth in RSV YOY since launch, this collection continues to fly. With kids spending their pocket money over the summer holidays it leads us nicely into the back to school period.

Being a consistent playground trend year after year sets us up well for Q4 where our higher price point lines, with special limited edition cards, feature high on those Christmas lists.”

Concept One.

Above: Helen Johnson, Crème d’Or.

Above: The kick off of the Premier League season is key for Panini. Left: Katie Gritt, Panini.

Above: Ozgur Dokurlar, Somerbond. Below left Part of the award winning collection with Smiley and ASOS.

WE SIMPLIFY SUSTAINABILITY

A membership community to support and educate your transition to a sustainable and profitable future.

We work with:

• Brand Owners

• Licensed Manufacturers

• Retailers

To help you build:

• For the environment

• For society

• For the future

With education and support with:

• Governance

• Legislation

• Guidelines

Products of Change Membership

Products of Change Media

Products of Change Events

Products of Change Consultancy

Driving business towards a regenerative future

Online educational modules

Online digital hub to connect with members

Sustainable research and insights

Live webinars

Topic specific working groups

Discount to in-person workshops

Discount to our annual conference (SILC)

A safe community to learn together

From new collaborations to concession expansions and pink store takeovers, LSB rounds up just some of the latest news from the high street and online.

Vending

machines

George at Asda teams with Stacey Solomon

George at Asda has unveiled its latest brand signing, securing an exclusive collaboration with TV presenter and interior enthusiast, Stacey Solomon

Stacey’s collaboration with George Home sees her create her first homeware range, entitled At Home with Stacey Solomon Exclusively for George Home

Over a year in the making, the 200+ piece collection is designed by Stacey and features items for the whole home across bath, bed, dining, living and accessories.

heads to Lidl

Action star and former governor of California, Arnold Schwarzenegger has become the face of Lidl’s latest range of DIY tools

The retailer named the Terminator star as the brand ambassador for the latest collection of its popular DIY and home improvement brand, Parkside. The range features tools, gardening equipment and accessories.

To promote the partnership, Arnold has been starring in a series of TV and social media averts with the tagline ‘you got this’, in a bid to encourage shoppers on their journey to DIY success.

Commenting on his new partnership with Lidl, he said: “‘You got this’ – that’s exactly my attitude. You have to believe in yourself, that’s why I’m a PARKSIDER.”

Famous for her homeware hacks and storage solutions, the range reflects Stacey’s own personal style and includes products that work in her own home.

Set against a neutral palette with highlights of autumnal shades, Stacey has also incorporated slogans and dog motifs in some of the designs, taking inspiration from her own pets, Peanut and Teddy. An olive leaf print on textiles and crockery echos the trees found at Stacey’s home, Pickle Cottage.

The range will be refreshed seasonally with an initial drop featuring autumnal accessories and a nod to Halloween with fabric and rattan pumpkins, as well as ceramic ghost ornaments.

Inset: Arnie has become the brand ambassador for Lidl’s Parkside range.

Inset: The 200+ piece collection will encompass bath, bed, dining, living and accessories.

Primark expands WornWell vintage concession

Primark is continuing the roll out of one of its popular in-store experiences: WornWell by the Vintage Wholesale Company.

In September, the fashion retailer celebrated one year of its partnership with WornWell, a vintage concession that offers customers the opportunity to shop pre-loved branded and non-branded pieces.

Primark unveiled the first WornWell concession in its flagship Birmingham store one year ago and has since branched out into locations in Manchester, Oxford Street East, Bristol, and Cardiff, as well as two Dublin-based stores in Ireland.

The partnership has been a hit with Primark fans, so much so that the retailer is now expanding the concession into two further stores: Newcastle and Glasgow.

“By the end of this year, WornWell will be in 10 Primark stores across the UK and Ireland, offering customers even more reasons to visit their local store,” commented Tim Kelly, director of new business development at Primark

Floral Street’s Van Gogh collab hits M&S

Floral Street has become the latest third party brand to join M&S’ beauty offer online and in selected stores across the UK, with its successful Van Gogh Museum collaboration part of the line-up.

Third party beauty brands now represent 42% of total sales in M&S Beauty. The Floral Street range – which includes the Sunflower Pop and Almond Blossom collections with Van Gogh Museum – is available in stores including Bluewater, Stratford City London, M&S Marble Arch and Manchester among others.

"We are excited to be part of the M&S Beauty strategy and as an independent, British brand founded and manufactured in Britain, the fit is perfect,” commented Michelle Feeney, founder and ceo at Floral Street. “We are bringing sustainable fine fragrance at an affordable price for the M&S customer to experience and enjoy."

Heidi Woodhouse, director of home, furniture and beauty at M&S, said: “We’re continuing to innovate with our leading own brands and introducing third party partners who complement and complete our offer. We’re delighted to welcome Floral Street; the partnerships will support us to grow our relevance in the fragrance category where we know brand credibility is important.”

Macy’s and Gap team on new collection

US retailer, Macy’s has partnered with Gap to launch an exclusive collection of sleepwear, underwear and intimates for men and women.

The first ever partnership between the two brands will see product categories offering an assortment of exclusive designs and colour ways.

The men’s and women’s product has been designed for comfort and style and includes the likes of cozy pyjama sets, loungewear, underwear, bras, boxers and undershirts.

“Macy’s is excited to partner with such an iconic brand like Gap,” commented Rachel Leinwand, Macy’s vp of merchandising active, basics, outdoor. “This collection is a great addition to our men’s and women’s basics assortments that will provide classic but modern styling with quality fabrics and fit – giving our customers more options to own their style.”

Centric Brands will design, produce and distribute the Gap and GapBody sleepwear and intimates assortment sold at Macy’s through a partnership facilitated by Gap’s licensing agency, IMG

Left: By the end of 2023, WornWell will be in 10 Primark stores in the UK and Ireland.

Inset: The collection marks the first ever partnership between the two brands.

Above: Sunflower Pop and Almond Blossom form part of the line-up in M&S.

JoJo Maman Bébé looks to Next to help drive sales growth

JoJo Maman Bébé is expecting positive trading via Next for sales growth looking ahead.

The nursery retailer made the statement as it reported a pre-tax loss of £672,350 for the seven months ending 31 January 2023 – blaming the ‘tough’ trading on consumer confidence due to rising household bills. Online sales accounted for 52% of the total business, down slightly from the 55% in the prior year.

Turnover for the seven-month period was £47.1 million compared to a turnover of £70.9 million for the 12 months to 30 June 2022. Gross profit margin also dropped to 55.7% from 57.9%, driven by increased markdowns to reduce stock.

Next purchased a 44% stake in JoJo Maman Bébé in April 2022. The financial reported stated: “The investment by Foxford and Next provided an opportunity for the company to deliver an improved commercial proposition for the customer and benefit from the economies of scale of the Next UK wide distribution and store footprint. Furthermore, the shareholders’ combined resources and expertise will support the company’s growth ambitions both in the UK and overseas.”

Aldi now second favourite supermarket among UK parents

New data from The Insights Family has found that Aldi has overtaken Asda in the last year to become the second favourite supermarket among UK parents

Parents Insights – which is the UK’s largest ongoing tracker on UK families’ attitudes, behaviour and consumption by surveying more than 10,000 UK parents every year – has seen that Aldi’s popularity in Q1 2023 has increased by +27% since Q1 2022

This means it has now overtaken Asda as the second favourite supermarket among parents of kids, tweens and teens (1-16 year olds) in the UK.

Lush thinks pink with Barbie

Lush is continuing its journey into the licensing space, teaming up with Mattel and Barbie on a new collaboration which celebrates the colour pink in all its glory.

The handmade, cruelty free cosmetics specialist has launched a complete range of self-care in Barbie’s quintessential pink hue.

“Partnering with an icon like Barbie is truly a dream come true for Lush,” commented Melody Morton, creative concepts director at Lush Cosmetics. “Barbie continues to push boundaries and doesn’t let anyone underestimate her abilities. We imagined what Barbie’s self-care routine would look like and created this range, meant to be used and loved by all. The collection is for everyone who wants to embrace the power of the colour pink.”

The assortment features ‘naked’ products that don’t require any packaging – from soaps to bath bombs and bubble bars.

In addition, Aldi is closing in on Tesco’s reign as the go-to supermarket for UK families, with just 7% more UK families reporting to choose Tesco over Aldi in Q1 of this year.

“Our data tracks all elements of the kids, teens, parents and family ecosystems, and it is fair to say that we are seeing the rise of challenging brands across the board – who are appealing more and more to the next generation of parents,” commented Rachel Bardill, svp marketing and partnerships at The Insights Family. “Aldi’s performance over the last two years has been extremely strong, with more and more UK parents favouring that brand – which is a powerful sentiment to the attitudes of British parents.

“It further demonstrates why organisations need to be putting kids, teens, parents and families at the heart of everything they do, as failure to do so can be significant.”

Inset: JoJo Maman Bébé attributed tough trading on consumer confidence due to rising household bills.

Above: The Lush x Barbie collaboration celebrates the colour pink in all its glory.

Inset: Aldi’s popularity in Q1 2023 has increased by +27% since Q1 2022, according to data from The Insights Family.

Sanrio’s entertainment evolution

Built on the foundation of friendship and kindness, Sanrio and its iconic characters have fostered social communication and inclusivity through generations.

With a host of activities in the pipeline for Hello Kitty’s 50th anniversary next year, as well as exciting developments for Mr. Men and Little Miss, Sanrio’s road to 2024 is looking mighty impressive. LSB finds out more.

There is no denying that in the last few decades, Sanrio has elevated its portfolio – notably its global franchises, Hello Kitty and Mr. Men Little Miss - into lifestyle brands that offer a diverse and virtually limitless product offering.

With Hello Kitty’s 50th anniversary upcoming in 2024 Sanrio’s all set to leverage its strong legacy with considerable content expansion, gaming releases and immersive experiences.

Alongside the original YouTube series, Hello Kitty and Friends Supercute Adventures, which follows on the previous seven seasons, the company has

recently launched a new animated short series featuring Kuromi, one of the most up-andcoming characters as its lead. In Kuromi's Pretty Journey she travels around the world in search of her older sister, Romina, but most of all she learns to “dream without fear”, thus inspiring her fans to always reach for the stars and run that extra mile.

Arguably, the biggest step into content creation is Sanrio’s newest TV series Hello Kitty, Super Style!, which is available both on streaming platforms as well as on free TV worldwide from September 2023. The 52x11-minute 3D animated show is distributed by Kids First and produced by Watch Media, Monello Productions and Maga Animation. It is based on the iconic Hello Kitty who stars as the friendliest face in the tightknit community of Cherry Town, where she will stop at nothing to help friends in need. Targeted at preschoolers, the series aims to attract both children and their parents, reaching them directly and for the first time, via popular platforms. In the world of gaming, Sanrio has

Right: Hello Kitty Super Style is now on streaming platforms and free TV. Below: Kuromi's Pretty Journey is a new animated short series.

Right: Hello Kitty is all set for her 50th anniversary year.

partnered with top names, including the incredibly successful My Hello Kitty Cafe game on Roblox - which has now surpassed 300 million visits! – as well as on Fall Guys for a limited-time promotion and Netflix with the original game, Happiness Parade. In addition, Apple Arcade has recently released Hello Kitty Island Adventure.

Key to Sanrio's brands is that they portray diverse personalities and values while aiming to promote friendship, kindness, diversity and inclusivity.

The finest representation of these values are the British icons, Mr. Men Little Miss. Created by the late Roger Hargreaves, the books were first published in 1971 and ever since these colourful characters have won over the hearts and bedtime stories of generations of children around the world and continue to play a pioneering role in a new world of inclusivity and openness.

They have been helping people express themselves for decades, but thanks to the Mr. Men Little Miss Discover You book series, their extraordinary ability to communicate human behaviour and feelings in a simple and fun way has been taken up to the next level. The series, developed in partnership with Farshore and with the support of the consultant clinical psychologist Elizabeth Kilbey, enables children and families to explore their feelings using their favourite characters. After the great success of the first four books that were published in 2022, the series has been expanded to 10 titles with many more to come.

As well as the new stories, The Discover You Hub on the Mr. Men Little Miss website has become a must for all parents, providing useful tips on how to read with your children, storytelling videos to share together, downloadable activities and an exclusive interview with Dr. Kilbey who gives advice on how to tackle big emotions with children.

Sanrio’s entertainment evolution aims to further expand Mr. Men Little Miss’ relevance to their crossgenerational audience. A new TikTok account has been recently launched to further capitalise on last year's viral meme trend, which once again put the brand in the Gen Z's spotlight. In addition, the original family exhibition Monsieur Madame: L'enfant intérieur opened in Paris in April. This exhibition, powered by Fever, is a real sensory and interactive journey into childhood.

Lastly, in its road to 2024 Sanrio is gearing up to celebrate Hello Kitty under the theme of ‘Friend the Future. Let’s be friends with the future’, reinforcing the strong impact friendship and kindness have on our everyday lives.

Hello Kitty’s 50th anniversary celebrations are due to start at the beginning of November and will continue right through until the end of 2024, all backed by a global PR campaign. Activations will take place around the world to celebrate the brand’s heritage - from artist collabs to exhibitions and shopping experiences - all to connect fans with their beloved character.

As part of all this, Hello Kitty will be featured as a ‘special partner’ of CUTE, an exhibition that will be staged at Somerset House in London from January 2024 while Hello Kitty will also be the protagonist of an immersive one-of-a-kind experience in Milan next autumn. With the whole events calendar being released in November, in time for the official kick-off of the anniversary, it goes without saying that it’s going to be an extraordinary year, not only for Hello Kitty, but for all of her fans!

Below: Mr. Men Little Miss Discover You book series from Farshore has been instrumental in helping little ones understand emotions.

Left: The Monsieur Madame – L’enfant intérieur immersive experience debuted in Paris in the Spring.

Below: The Hello Kitty Island Adventure game has been released recently on Apple Arcade.

Inset: The new range will include the popular ‘design on the bum’ leggings, a top and socks.

Big brands for little fans

LSB rounds up some of the latest licensing activity aimed at the key 0-5 age group.

Elmer joins The Puppet Company portfolio

Blade and Rose to launch first Paddington apparel collection

Blade and Rose is looking to continue its success in the licensing space, revealing its first apparel collection with Paddington

The Paddington collaboration will go live in October and will include the company’s popular ‘design on the bum’ leggings, a top and socks.

Blade and Rose will look to ensure all of its products comply with Oeko-Tex Standard 100, and all its suppliers are SGS or BSCI compliant ensuring the softest and safest fabrics for the consumer.

“Our Paddington offering further expands our licensed product portfolio and we know that our many thousands of fans are going to love this gorgeous new collection,” commented Amanda Peffer, owner of Blade and Rose

Rachel Clarke, svp licensing and retail UK at The Copyrights Group, continued: “We are delighted to expand our baby apparel offering for Paddington with this lovely collection from Blade and Rose. We look forward to seeing little cubs everywhere go on many adventures in their new Paddington leggings.”

Supertato books zooming onto shelves

The Puppet Company has launched its first-ever licensed puppets with a new Elmer the Patchwork Elephant collection.

Having secured a licensing deal with Andersen Press, the Elmer puppets made their debut at Home & Gift in Harrogate earlier in the summer.

The products aim to encourage speech and language development in young children, encourage them to embrace the wonder of the world we live in and have been designed to be accessible and affordable.

The Elmer My First Puppet is suitable from birth, while there is also a standalone Finger Puppet Elmer.

Sue Lockey, director and co-founder of

The Puppet Company, commented: “We are delighted to have brought the mostloved Elmer character to life and to continue sharing the magic and power of puppets.

“As an ex-teacher I know first-hand the importance of sharing stories such as Elmer’s and celebrating each child’s individual character and differences.”

Elmer is The Puppet Company’s first licensed range.

Simon & Schuster Children’s Books has secured exclusive world rights (excluding China) to publish tiein books for CBeebies show, Supertato

The tie-in range will launch in October with search-and-find book Where’s Supertato? This will be followed by a series of paperback story books based on episodes from the show, as well as an annual in autumn 2024. The Supertato book series has sold over one million copies in the UK alone. The original Supertato title will celebrate its 10th anniversary in 2024. Meanwhile, the first series of Supertato launched on CBeebies in the UK in autumn 2022.

“We’re so pleased to partner with BBC Studios Kids & Family on this tie-in programme,” said Rachel Denwood, md at Simon & Schuster Children’s Books

Right: The tie-in range will launch in October with search-and-find book, Where’s Supertato?

The Gruffalo named Britain’s most popular first read

A new study has revealed that The Gruffalo is the go-to book when it comes to reading to our children for the very first time.

The survey – which was commissioned by The Works – aimed to uncover reading habits among parents and children, and whether our own experiences of reading influences how we read to our children, as well as the top books we read to children today.

The results proved overwhelmingly favourable towards Julia Donaldson titles, with The Gruffalo not only taking the crown as the number one read book to children, but with titles such as Zog and Room on the Broom also popular, a total of one in five children have a Julia Donaldson book read to them as their very first story.

These titles were joined by evergreens such as The Very Hungry Caterpillar, which is the second most popular first book read to children, and the That’s Not My… series which came in third.

The top 10 first books parents read to their children are: The Gruffalo,

Guess How Much I Love You,

First Bluey mobile app game arrives

BBC Studios has partnered with Budge Studios to launch the first ever Bluey mobile app game.

Bluey: Let’s Play brings the character’s family home alive, allowing players to navigate through rooms and join in with activities such as making food, playing with toys and making music among others, all inspired by moments from the series

Free to download, it will give free access to locations such as the kitchen and backyard, as well as characters Bluey and Bingo.

Paid subscribers will be given access to more characters and locations such as the Heeler living room, playroom and bathroom, with extra rooms launching later in the year.

"As huge fans of the show ourselves, we're excited to bring Bluey to life on mobile devices for the first time ever,” commented Mike Elman, co-ceo/founder of Budge Studios

“We think kids and fans of the show will love the interactive gameplay and creating their own stories in the Bluey universe.”

Penguin Ventures enters the World of Eric Carle

The Joester Loria Group, the worldwide licensing agency for the World of Eric Carle, has appointed Penguin Ventures as its local sub-agent in the UK, Ireland and Eire.

“We are excited to work with Penguin Ventures to extend the World of Eric Carle licensing, building on the success delivered by Rocket in experiential, consumables, apparel, toys and more,” commented Jackie DeMaio, senior licensing director at JLG. “Penguin Ventures brings terrific experience in managing classic literary properties and will ensure an even closer alignment with Penguin Random House Children’s UK on initiatives including new titles and marketing campaigns.

“We would like to thank Rocket for 11 years of exceptional brand stewardship and welcome Penguin Ventures to the World of Eric Carle.”

David Sprei, commercial director at Penguin Ventures, continued: “We’re delighted to be working with JLG on this globally recognised literary brand. Eric Carle’s iconic artwork and stories perfectly complement our portfolio and our team is in an exceptionally strong position to grow the licensing and consumer products programme.”

The Very Hungry Caterpillar, That’s Not My…,

Peppa Pig, Spot, The Tale of Peter Rabbit, Dear Zoo, Winnie the Pooh and Harry Potter.

Inset: The Gruffalo took the crown as the number one read book to children.

Below: Bluey will be coming to life on mobile devices thanks to Budge Studios.

Inset: Penguin Ventures will be extending and expanding the successful World of Eric Carle progamme.

Magic Light Pictures, the multi-awardwinning family entertainment company, marks its 20th birthday this year. With new animated special Tabby McTat lined up for a coveted BBC One Christmas slot, the licensing programme for preschool series Pip and Posy poised to launch and The Gruffalo’s 25th anniversary in 2024, there’s plenty to celebrate, says the company’s head of licensing Aidan Taylor-Gooby.

Believe in Magic

We have a come a long way since Michael [Rose] and Martin [Pope] founded Magic Light as an independent production company,” says Aidan Taylor-Gooby. “Even in my six years here, the growth is evident. When I joined in 2017, we were 12 people and our licensing activity in the UK was conducted through agents. One of my first projects was bringing the licensing activity in-house. We now have more than 30 employees and a much larger office. We have a licensing team of six supported by a marketing team of four and we are simultaneously managing multiple brand strategies.”

As well as its hit preschool series Pip and Posy, Magic Light is known for its visually rich adaptations of children’s books by Julia Donaldson and Axel Scheffler, for which it also manages the licensing rights. Its 10 previous adaptations including The Gruffalo (2009), Room on the Broom (2012) and The

Smeds and The Smoos (2022), were appointment viewing for families at Christmas, and this year’s offering Tabby McTat – the tale of a busker and his cat, featuring the voice talents of Jodie Whittaker and Rob Brydon – looks set to replicate their success. “Our licensing partner Aurora has developed a range of plush and Sainsbury’s is launching a nightwear collection. We also have some fun PR activity planned for the launch of the film on BBC One,” says Aidan.

Donaldson and Scheffler’s books are adored by families, and Magic Light’s licensing programmes are developed with that in mind. “These are books that have enriched the imaginations of millions of children and families around the world. Our aim is to produce content, experiences, activities and products of the highest quality that will be cherished for years to come,” Aidan asserts. “With The Gruffalo, for which we now work with over ways been about taking a long-term view in order to build a classic evergreen brand and always trying to exceed the audience’s expectations in terms

The live space has proved particularly fruitful for The Gruffalo, with Forestry

Inset: Pip and Posy is a huge focus for Magic Light following its phenomenal success on Milkshake! and Sky Kids.

England having produced woodland trails based on the brand since 2014.

“The woodland setting is such a natural location for families to interact with The Gruffalo, and the fact they are free to visit ensures The Gruffalo is available to everyone,” says Aidan. “At the other end of the scale, Merlin Entertainments has invested deeply in producing incredible immersive experiences at Chessington World of Adventures Resort, Warwick Castle and, most recently, The Gruffalo and Friends Clubhouse in Blackpool.”

Magic Light also works with smaller parks and attractions to create pop-up events and trails for its stable of brands. Recent activity in this Superworm and Room on the Broom trails with Kew Gardens and sister site Wakehurst. Success in the outdoor space has been replicated in other territories, too. “We worked with our local agent Mondo TV to open the first Gruffalo trail in Italy at Wonderwood family park in Northern Italy this year. Australia remains strong for us with several live trails in place and an active local group of licensees, managed for us by Merchantwise.”

Magic Light bites

and Poland.”

• Magic Light shows have had three Oscar nominations and four BAFTA wins.

• Productions have aired in 50 different languages in 180 countries.

Pip and Posy is a huge focus for Magic Light following its phenomenal success on Milkshake! and Sky Kids. This year the company staged a series of interactive live experiences with Whipsnade Zoo and Parkdean Resorts. It also recently announced Bandai as its master toy partner alongside eight other phase one licensees: Blues Group, Aykroyds, TDP, Ravensburger, Amscan, Tonies, Kennedy Publishing and Star Editions.

• Tabby McTat will be the company’s 11th adaptation of a Julia Donaldson and Axel Scheffler picture book.

• 50: the number of The Gruffalo UK licensees.

• The Gruffalo nature trails are completed by 1.5-2.5 million people per year.

• 530k: the number of subscribers to The Gruffalo YouTube channel.

• Pip and Posy is the number one show on Sky Kids.

•£600k: gross revenue in 2022 for Pip and Posy and The Gruffalo cinema showings.

Germany is the brand’s second biggest territory for licensing, says Aidan. “We’ve worked with Active Merchandising in the territory for many years. Italy is also important and growing fast. The next focus for us will be other European territories where the books and films have

“The show has such great reach and recognition that we can take a much broader approach to partners and retailers and aim to grow the product range and distribution quickly,” says Aidan. “We are gearing up to our launch in spring 2024 and can’t wait for fans to begin engaging with the product range. We’re looking to expand into softlines, home textiles, accessories, footwear, greetings cards and role play and we have several exciting projects in the pipeline. And watch out for our new spin-off series, Pip and Posy Let’s Learn, on Sky Kids this autumn.”

Inset: Tabby McTat will be this year’s Christmas offering on BBC One.

BE SMURFY, PROTECT OUR BLUE PLANET!

LET’S SMURF ALL TOGETHER FOR THE 17 SDG S

Having recently reacquired the licensing rights to muchloved preschool animation Sarah & Duck from BBC Worldwide, the show’s creator, Karrot Entertainment, has joined forces with creative licensing agency This Is Iris to celebrate the brand’s 10-year anniversary and to launch a consumer products programme that promises “that little bit of extra creativity”. LSB speaks to Karrot’s co-founder and md Chris White and This Is Iris’ licensing director Sarah Lawrence to find out more.

Home

to roost

No show on CBeebies feels quite as ornate as Sarah & Duck. The stories are gently whimsical, Roger Allam’s narration is warm and wry, while the music is breathtaking. It is the definitive bedtime show of a generation.”

Those words, from The Guardian’s 2023 round-up of the best 50 children’s shows of all time, sum up the timeless appeal of Karrot Entertainment’s BAFTA award-winning show about tuba-playing seven year old Sarah and her funny best friend Duck. 10 years since launch, the preschool favourite remains a permanent fixture on CBeebies with all 120 episodes available on iPlayer, where within the

last 12 months they have enjoyed over 21.3 million views.

Karrot Entertainment’s Chris White has his own opinion on why the show has proved such a hit. “Its pace is quite reflective and gentle. It offers a moment in time when parents and preschoolers can sit down and enjoy it together. So I think one of the secrets to its success is that we have parents on side.”

With a new licence just signed with CBeebies, Sarah & Duck will remain on screen until 2028. Meanwhile, a global distribution deal is currently being finalised by BBC Studios, which includes a new partnership with Amazon Prime for the Indian market. The brand is looking to the future with a new deal for China through UYoung and additional UK partnerships have been established with Twinkl for Sarah & Duck-themed learning resources, and with the charity Farms for City Children, which offers disadvantaged kids countryside breaks on working farms. In addition, MEI Theatrical’s puppet show Sarah & Duck’s Big Top Birthday toured UK theatres between July and September and cinema chain Picturehouse has been running episodes of Sarah & Duck as part of its Toddler Time programme – all of

Inset: The first series of Sarah & Duck won a BAFTA. Bottom: MEI Theatrical’s puppet show Sarah & Duck’s Big Top Birthday toured UK theatres between July and September.

Right: Chris White, co-founder of Karrot Entertainment.

Below right: Sarah Lawrence, licensing director, This is Iris.

which is extending the brand’s reach to new audiences and demographics while exciting existing fans with new opportunities.

“What is magical about the brand is that the original generation still loves it,” says This Is Iris’ Sarah Lawrence. “Preschoolers are discovering it through iPlayer and CBeebies but slightly older kids are still engaging too. We haven’t lost a generation, we’ve gained a new one behind it.” There’s also a nostalgic teenage audience, who grew up with the show, hungry for content. Social media agency SMMS recently launched a Sarah & Duck TikTok account for teenage fans, where the “extremely engaged” audience can discuss their favourite moments and memories. Parents are getting involved, too. Over the last 10 months, SMMS has grown the brand’s audience reach on Facebook by 88% and engagement by 78%. It all bodes well for the relaunched licensing programme.

“Sarah & Duck has the support of an agency with direct access to the Karrot team for their expertise and things like tailored artwork,” says Sarah. “We’re in a lovely position where we can be more collaborative and flexible and offer licensees and retailers bespoke ideas, like introducing an interactive element. That might mean putting a QR code on a swing tag, which allows you to access special animation shorts or the Twinkl Sarah & Duck page, or offers a discount elsewhere. Because Karrot are so handson, they would find time to offer that little bit of extra creativity.”

Value is also important, stresses Chris. “Sarah & Duck is a family oriented brand and the licensing programme should be about supporting children and their families. We want to make things as

15 years of Karrot Entertainment

their children at different price points, while working with licensees to offer the best possible outcome for them.”

Long-term partners Star Editions (bespoke branded gifts) and Immediate Media (magazines) remain on board, while This Is Iris is in talks with toy partners, publishers and retailers and licensees in the live space. “We’re having a designated Sarah & Duck stand at BLE this year, which looks great – and watch out for the Character Parade,” says Sarah.

“The key message is that with the new set-up, Karrot and This Is Iris are on hand to support everyone.”

Meanwhile, Karrot Entertainment is busy refreshing the brand with animated shorts for social media, songs and soundtracks.

“It’s a classic show,” Chris concludes. “It’s been around for 10 years and it’s going to be around for another 10 years, and probably more.”

Karrot Entertainment was co-founded by Jamie Badminton, Chris White and Tim O’Sullivan in 2008 and the studio is celebrating its 15th anniversary this year. Since winning a BAFTA for the first series of Sarah & Duck, the company has enjoyed success for its direction and production work on Love Monster and Tish Tash, also airing on CBeebies, and won an Emmy for its adaptation of classic picture book The Snowy Day for Prime Video. In 2021, the company was commissioned to animate and produce the next 104 episodes of Peppa Pig, and has just completed Peppa’s 20th anniversary episodes for 2024.

Inset: Star Editions is one of Sarah & Duck’s long-term partners.

Inset: Farms for City Children offers disadvantaged kids countryside breaks on working farms.

Live Forever

“Iimportant role for any brand,” begins Brian Hook, chief creative officer at The Everywhere Group, the company behind Peaky Blinders: The Rise, the winner of Best Licensed Live Event at The Licensing Awards 2023.

“They give the audience a chance to directly interact and fully immersive themselves in the shows and toys they love, creating brand loyalty and connections that can’t be attained any other way.

“You only need to look at the huge coverage of Peaky Blinders: The Rise or Doctor Who: Time Fracture receive to understand that it’s a formidable asset to brand owners and audiences.”

It’s hard not to

be swept along with Brian’s enthusiasm, especially when locationbased experiences and entertainment are now considered to be such a vital part of the make up of the industry, they are this year’s theme for Brand Licensing Europe.

In Brian’s words, LBEs are “a cool way to tell a story”, and “the forward momentum of the sector is one of the most exciting things to think about”.

It’s certainly a busy time for The Everywhere Group. As well as Peaky Blinders and Doctor Who, its flagship show, Immersive Gatsby, continues to expand, while it has also recently revealed plans for Peppa Pig: Surprise Party, taking it into the preschool space. It will also be working on an immersive adventure for The Snowman and The Snowdog this Christmas with Penguin Ventures, a brand owner who absolutely knows the worth of live experiences. Thomas Merrington, its creative director, live and experiential, believes the category has “endless” potential.

“The advances with technology bring limitless and open opportunities,” he says.

It’s the theme of this year’s Brand Licensing Europe and, quite possibly, the sector which everyone is talking about. LSB takes a closer look at the location-based, experiential and live events the licensing business.

Inset: Fierylight has been Peppa Pig’s live licensee for almost 15 years.

Left: Peaky Blinders: The Rise has contributed to a stellar year for The Everywhere Group.

Above: Bing’s Birthday has been a hit in the Netherlands and will begin touring Polish theatres from November.

“Things we haven’t even thought of are just around the corner. It’s an incredibly exciting and creative business to be in.”

For Acamar Films the category is seen as “extremely important”, Kirsty Southgate, director of experiential and promotions, tells LSB. The company’s activity in the space ranges from pop-up shopping experiences, a six-week event programme at Chester Zoo and a theme park presence, through to its Bing’s Birthday stage production which has enjoyed success in the Netherlands and is expanding to Poland.

Do pass go

Award-winning immersive attraction Monopoly Lifesized is the subject of a not-to-be-missed keynote at this year’s BLE (Wednesday 4 October), presented by David Hutchinson, founder and ceo of LBE specialist The Path Entertainment, and Hasbro’s vice president of LBE, Matt Proulx.

“Location-based entertainment is growing faster than other areas of the live entertainment sector,” comments David. “So many great IP owners are now looking to utilise their brands in this way. Over the past few years we’ve seen studios and IP owners tooling up to put more emphasis on location-based entertainment. Initially, when trying to get licences, we might have been flung around different departments, but now IP owners have dedicated, really amazing people who concentrate on LBE; it’s a priority for them.”

“In the preschool space, there is a big untapped opportunity for live and experiential,” says Kirsty. “There is a renewed focus on early-years development, as we’ve seen in the work of the Royal Foundation, but this hasn’t yet been fully explored across experiential, where the priority is often 7 years and above. This is such a missed opportunity as the under 5s is a crucial demographic within which there is a broad scope of activities that can be built upon to cater for each developmental stage.”

In addition to Monopoly Lifesized, The Path Entertainment has also been running an escape room experience based on Saw, in partnership with Lionsgate, while in December it is launching The Paddington Experience at London’s County Hall (with Lionsgate, The Copyrights Group and StudioCanal).

every year. I don’t see that innovation drying up in any way.”

Fierylight’s executive producer, Martin Ronan, is also an advocate for LBEs for the preschool demographic. The company has worked with Roald Dahl’s The BFG, SpongeBob SquarePants, Teletubbies and Octonauts, and has been the live licensee for Peppa Pig for almost 15 years. It launches its latest show – Peppa Pig’s Fun Day Out – in October to coincide with the 20th anniversary in 2024.

“Going back 10-15 years it was very much a case of trying to persuade licensors of the value of live and LBE, but the landscape has changed and now it’s more common for licensors to actively look at both live and LBE as part of the overall licensing strategy,” says Martin. “I think there are multiple benefits for the brand. Not only is it an opportunity for consumers to connect directly with the brand, but there is a halo effect with other licensees seeing the benefit of the show being in town. With preschool, it’s also really important for building brand loyalty as the parent/child shared experience of live/LBE has a major impact on strengthening that loyalty to the brand.”

She furthers: “I think we’ll see opportunities emerge in areas for new parents and their young children, such as sensory play centres, custom experiences and venues specifically created to support the needs and interests of young children and their families. There is a lot of potential and we’re seeing new concepts come to the market

Meanwhile, TEG’s Brian is keen for everyone to give LBE a whirl: “I think anyone reading this who is thinking about how it can work for their brands, I'd urge them to put some proper time and resources into exploring it as an avenue. Anyone who hasn't given it a whirl yet, get stuck in and catch an immersive production.” And you can’t argue with enthusiasm like that.

Left: Monopoly Lifesized is the subject of the day one keynote at Brand Licensing Europe.

©

FW & Co., 2023 ©

© Salspot., 2023

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

The

greatest show

Tespecially after such a great Licensing Expo in June and last year’s BLE,” begins Ella Haynes, event director for Brand Licensing Europe, when LSB catches up with her in August, still several weeks out from the show, which runs from 4-6 October at London’s ExCeL.

“Last year's BLE was amazing – from the quality of retailers who attended to the variety of brands available for licence, our day three day of purpose and, of course, the fashion theme and catwalk.

“BLE 2023 will build on those successes to bring even more brands, content and people to the show to inspire attendees and help them create the next generation of branded products for consumers to connect and fall in love with.

“Brands have the potential to shape our identities and consumer products allow us to buy into those brands and belong to those tribes. That’s possible because of brand licensing.

“And the brand licensing journey for European brands starts at BLE.”

At time of writing, some 205 companies had been confirmed as exhibitors, representing more European territories than ever including Greece, Ukraine and Macedonia, as well as further afield to APAC, and every possible brand licensing category you can think of – from characters and animation to music and celebrity, fashion and apparel, food and beverage, charity and heritage, art and design, sports and lifestyle, toys and gaming.

The big activations will be the Location Based Experiences Pavilion (see separate box out), plus the Green Zone, which will run in partnership with Products of Change and feature numerous examples of sustainable consumer products.

Also new for 2023 are the Ignite Brand pitches where five up and coming unlicensed brands look to make their mark in the industry, taking to the stage for a fastpaced session of live speed pitches. The License This! finalists and winner will be revealed ahead of the opening keynote –which is Hasbro and Path Entertainment discussing how they collaborated to make Monopoly Lifesized.

Inset: The much-loved character parade will return at 11.30am on the first two days of the show.

Below: Ella Haynes, event director, Brand Licensing Europe.

Inset: This year’s exhibitors will represent more European territories than ever.

Location, location, location

“Our LBE theme will be interactive, impactful and impossible to miss thanks to the themed hall entrance, the pavilion, day one keynote and LBE-focused trend session in the content theatre,” enthuses Ella. “The LBE Pavilion will feature seven different exhibitors with really hands-on, visual and immersive activations that visitors can participate in.” Ella says that LBE was chosen as this year’s theme for a number of reasons. “As a licensing category, its growth is phenomenal - up 67% on 2022 according to Licensing International, and it’s only going to get bigger. It also appeals to everyone: consumers, brand owners, designers, service providers, licensees, manufacturers and retailers. It’s great to have a theme that applies to the entire BLE community.

“If you’re a brand owner looking to break into the LBE space or you’re still figuring out how to start those conversations, then BLE is a must visit. And if you’re a retailer desperately focused on creating that in-store point of difference, which must include experiential or ‘retailtainment’ these days, then again BLE’s LBE theme is the perfect way to discover the innovation and excitement surrounding this category. And if you design LBE experiences then it’s a no-brainer – brands allow you to create a richer and more immersive experience and build on an existing and loyal fanbase to drive customers.”

After hours is busy, too, with opening night drinks across the bars and cafés on the show floor, while Licensing International will host Soho Nights on 5 October.

When it comes to retail, Laura Freedman-Dagg, head of retail, has “been working her socks off” to build awareness of BLE and ensure more of the right buyers are attending from across Europe and further afield, says Ella.

“Retailers confirmed to date include Primark, Amazon, El Corte Ingles, Burger King France, the grocersSainsbury’s, Tesco, Asda, Morrisons and Aldi, plus Selfridges, Benetton, Celio and many more. Some 18 countries are represented from all over Europe including Malta, Greece and Finland, and from as far away as the US, South Africa and Brazil.”

Ella continues: “In terms of trends, we’ve seen an increase in buyers attending from value retailers –Matalan and Pepkor and Ackermans are sending buyers – and niche retailers like Nails Inc. who attend with very specific objectives in mind.”

It’s certainly going to be yet another packed show. If visitors only have a limited time, what does Ella recommend they see and do? “Meet the right people and find the right brands to build new business relationships to create lasting partnerships and market leading consumer products that will change people’s lives,” she says.

“Browse the floor – there are thousands of brands to discover and products to be inspired by and ‘inspiration’ is one of the top reasons visitors come to BLE. And talk to people and bring colleagues to spontaneously brainstorm with – trade shows are a great way to break away from the day to day and develop new ideas simply because you are in a different space.

“Finally, don’t miss the Advice Centre, which is also new this year and is full of service providers available to offer you great takeaway tips and guidance.”

For Ella, there are a number of key things she would like to accomplish with this year’s show including this: “To hear stories about the meaningful, lasting relationships that were sparked from a visit to BLE. To know that, in six, 12, 18 months’ time I’ll be able to point to product instore and know that its journey began at BLE,” she concludes.

Inset: Inspiration is one of the top reasons visitors come to BLE, says Ella.

Inset: Hasbro and Path Entertainment will be discussing Monopoly Lifesized in the opening day keynote.

First dates

“Licensing can play a powerful role”

Rebellion is the custodian and rights holder for a large number of IP across the history of video games and British comics. Alongside the legendary 2000 AD - featuring Judge Dredd and Rogue Trooper - it owns iconic British comics characters like Roy of the Rovers; the original action detective Sexton Blake; supervillain-turnedhero The Spider; the Sniper Elite and Zombie Army game franchises; and the classic Bitmap Brothers titles among others.

“Our aim is to preserve the legacy of these great licences, to see them bought to life in exciting ways and to reach new audiences particularly in the realms of consumer products, merchandise and experiential partnerships,” says Lewis

Alderson, consumer products and e-commerce manager at Rebellion (Stand C234)

Lewis believes there is huge potential to be exploited in terms of licensing. He continues: “I think the biggest challenge facing the licensing industry is relevance and agility. Basically, about keeping pace. Relevance in that you want to create the products and experiences that consumers want, but at the same time, the technology is constantly evolving. And agility in terms of the time it takes to get a product to market. This can fluctuate massively with merchandise in the games space as an example. A triple-A title can take years to launch to market. Licensing can play a powerful role in the overall experience of a brand or IP. It’s not just about wearing the thing or playing with a toy, but it’s about living it.”

“We want to introduce ourselves properly to the industry”

While Blue Zoo Studios has existed for over 20 years – founded in 2000 by Oli Hyatt, Adam Shaw and Tom Box –Blue Zoo Licensing is a new entity that is less than a year old.

Karen McNally has come on board as licensing director to build the licensing side of the business and represent all Blue Zoo IP

The company’s main focus at the show (Stand A110) will be on highlighting the success of its ‘Blocks brands’ –Alphablocks, Numberblocks and Colourblocks. “With great international broadcast platforms, a huge YouTube success with over 10 million subscribers and international demand, we are keen to find new partners and agents to capitalise on the huge success of these preschool edutainment shows,” Karen tells LSB. “We will also be showcasing Millie and Lou, a YouTube commissioned preschool animated series focusing on the power of friendship and we will also be highlighting Big Tree City, a CGI preschool comedy action/adventure series on Netflix.”

Karen continues: “I hope that BLE will allow us to introduce ourselves properly to the industry and showcase the roster of quality content we are proud to develop, produce and licence.”

For Karen herself, BLE will also be a chance to catch up with old friends and colleagues, and she’s looking forward to the face to face contact that trade shows deliver. “I am looking forward to more people knowing about our brands and seeing the potential and wanting to work with us,” she concludes.

Inset: Sniper Elite has over 30 million players.

Inset: Alphablocks, Numberblocks and Colourblocks will be the main focus for Blue Zoo Licensing.

“BLE is the perfect place to meet”

Multi-channel YouTube network, Project First began back in 2011 as a small family-operated company with the idea of creating educational and entertaining content for the new generation of digitally-native kids.

Today, Project First runs over 150 YouTube channels, most of which are live action for preschoolers.

The focus at BLE (Stand E177) will be on Leo the Truck – an idea which arose when Maria, the wife of Project First’s business development director, Vladimir Nabatov, was watching their three year old son playing with his favourite toy cars. “There was not much high quality content available for the preschool age group as most of the car-based IPs are targeted at slightly older kids (4+),” Vladimir explains to LSB. “So, we decided to fill this gap in educational early preschool cartoons. With my expertise of working for YouTube MCN-channels and Maria's background as a teacher in kindergarten, we created the first episodes of Leo with an extremely simple story and slow narration pace suitable for kids of 2+ or even younger.”

Leo the Truck is translated into 15 languages and has gained 23 billion views on YouTube worldwide. There are 130 episodes now available with more in production. Project First also develops its own Leo the Truck apps, which have gained over 20 million downloads worldwide. In addition, the cartoon is also available on Amazon Prime, ROKU and on a number of VOD platforms

in China. There is also strong awareness of the brand among preschoolers in Germany, Turkey, Russia, Brazil and Mexico, and it is growing in Italy and the Netherlands too.

“We believe that Brand Licensing Europe is the perfect place to meet in person with our existing licensees and agents, as well as to start new partnerships,” says Vladimir. “Based on the growing audience in European countries, I think this year is the perfect time to begin conversations with companies from Turkey, Italy, France. I also consider BLE as a great networking event, as well as a place to gather industry insights from the best companies in the market.”

“BLE is a key beat of the EMEA licensing industry”

HARI International is a busy creative studio which aims to fuse ‘artistic brilliance and technical mastery’ in its animation work.

“Our brands are ripe for licensing and merchandising,” says Corentin Besse, brand manager at HARI International. “As we know, BLE is a key beat of the EMEA licensing industry and it’s the perfect opportunity for us to display our stand-out properties.”

The company will be showcasing a raft of titles (Stand E151) including slapstick series, Grizzy and the Lemmings launched in 2016 and has three seasons which regularly feature in the top 10 shows on Netflix in more than 60 countries. It also airs on local TV channels around the world including Pop, CBBC, France TV and Boomerang, while its official YouTube channel has amassed more than 6.7 million subscribers and +1 billion views per year.

Then there is new action/comedy series, Mystery Lane, which Corentin says combines all the ingredients “perfect” for a licensing programme. It launched earlier this year in the UK (on CITV) as well as a number of other territories, and has already made an impact. Disney Channel in Germany has reported market share significantly above channel average with kids aged 3-13, and a very strong market share performance among the key target age group of 6-9 year olds.

New titles in production, meanwhile, include The Weasy Family, plus a spin-off from Grizzy and the Lemmings called Baby Lemmings

Corentin concludes: “Some licensees have joined forces with us already and we are on the lookout for more on key categories.”

Inset: Leo the Truck is translated into 15 languages and has gained 23 billion views on YouTube worldwide.

Above: Grizzy and the Lemmings is “ripe” for licensing believes HARI International.

“The Wombles will be bigger than ever”

The focus at BLE for The Wombles will be on introducing – or reintroducing – their story and their association with positive environmental action.

The Wombles’ operations team has spent the past few years acquiring the various parts of The Wombles’ IP that had become scattered over the 50 years since they first appeared on TV screens. Now, for the first time in many decades, all of the historic and future rights associated with The Wombles characters are held in one place. And, as befitting the environmental story underpinning the Wombles, the company wants to become a standard bearer for sustainability within the licensing industry BLE will act as a platform to showcase a mix of the classic Wombles heritage and the latest CGI animation, with plans being shared for film, TV, publishing and theatrical.

The stand design (D210) will also embrace The Wombles’ eco philosophy. Many elements will be repurposed from old objects and everything, wherever possible, will be reusable or recyclable

‘Spokes-Womble’, Great Uncle Bulgaria tells LSB: “The Wombles always focus on positive actions and in the world of sustainability there are many inspiring people, brands and messaging. The Wombles are here to celebrate brands or people making a difference.”

With The Wombles’ message perhaps more important than ever, BLE represents a great opportunity to demonstrate why their mix of wit, charm, rich characterisation and engaging storytelling – underpinned by the environmental message – can capture the hearts of a new generation of children and their families.

“Exhibiting at BLE marks an important milestone in the re-emergence of The Wombles as an IP. It gives us a great opportunity to showcase the scale of our ambitions and how, given the global focus on environmental issues, The Wombles will be bigger than ever,” concludes Great Uncle Bulgaria.

insights from the best companies in the market.”

“We are thrilled to be exhibiting and sharing our brand's exciting journey at BLE,” Angelo Ramessar and Shannon Hayes, founders and artists of Naru Naru tell LSB. “At our stand (C115), you will have the opportunity to discover our adorable original characters, along with the enchanting story that brings them to life.”

Naru Naru’s journey began in 2020, when the world was grappling with the Covid pandemic – although the character was actually born as a doodle back in 2011. “With the belief that a little positivity and motivation could make a difference in people's lives, we started creating adventures of Naru, accompanied by uplifting quotes,” say Angelo and Shannon. “The adorable charm and relatable messages of Naru resonated deeply with audiences, and soon

we began receiving requests for merchandise featuring our lovable character. Driven by the love and support from our growing community, we decided to make Naru Naru merchandise available online and at conventions. The response was overwhelming, and our merchandise found its way to customers not only in the UK and Europe, but also across North America, South America, Oceania, Australia and Asia.”

The duo will be seeking an opportunity to partner with an established toy/media company at BLE, as it looks to further grow the Naru Naru brand. “By joining forces with a reputable industry player, we are confident that Naru Naru can achieve widespread recognition and become a major player in the toy market,” they comment. “At Naru Naru, our team is highly motivated and passionate. We firmly believe in the tremendous potential of Naru Naru's success. We look forward to future collaborations to take the brand to new

“We firmly believe that our IP holds immense potential”

Above: Naru Naru has potential in the toy sector, the brand’s creators believe.

Above: Exhibiting at BLE marks an important milestone in the re-emergence of The Wombles as an IP.

Dock stars

Universal Products & Experiences Stand A171

Universal Products and Experiences is returning to BLE with a new name to reflect the division’s recent integration within the Universal Destinations & Experiences business (formerly Parks & Resorts) - UP&E now also includes theme parks merchandise and retail.

Universal’s culture-driving film and TV slate continues to fuel UP&E’s core franchises, as well as introduce new IP to audiences and future fans, which includes Universal Pictures, Focus Features, Illumination, DreamWorks Animation, NBCUniversal and Peacock.

Jurassic Park is celebrating its 30th anniversary this year, while there will be more Minions mischief in 2024 with the release of Despicable Me 4. More partners are moving into Gabby’s Dollhouse, with the preschool show also continuing to expand internationally with new free to air markets, as well as across categories and retailers.

From the DreamWorks Animation portfolio, Trolls Band Together will arrive in October, while new content for franchises including Kung Fu Panda and How to Train Your Dragon is making its debut in the coming years.

The U-Vault classics will also be highlighted, with JAWS and Saturday Night Live both celebrating anniversaries in 2025, while box office hit M3GAN joins the company’s horror line-up, which includes Universal’s classic Monsters and other horror icons like Chucky and Michael Myers. Part one of Wicked is also due to hit cinemas in November 2024, with part two due in autumn 2025.

LSB takes a look at what just some of the 250+ exhibitors will be showcasing across the three days of Brand Licensing Europe at London’s ExCeL.

Hasbro Stand A211

Celebrating its 100th birthday, Hasbro is returning to BLE to showcase a host of major brands.

The hype is continuing to build for the 20th anniversary of Peppa Pig in 2024 with new theme park locations, an immersive experience in the UK, the opening of another Play Café in China, collaborations with major brands like MORI and Trotters London, plus Peppa Pig podcasts with Audible.

Ahead of the 40th anniversary of Transformers, the brand is expanding with new publishing partner Skybound Entertainment, digital gaming integrations with EPIC and a new digital game from Outright Games, as well as new LBE and collaborations.

New pop culture editions of Monopoly with Barbie and Indiana Jones are due, while NERF continues to shine as an active lifestyle brand with Franklin Sports products, NERF Action Xperience centres in the UK and US, the first NERF theme park in Brazil and its first official branded sport, NERFBALL.

Dungeons & Dragons continues to build towards its 50th anniversary in 2024, while My Little Pony will see a new immersive Playlodge attraction in China and wide-ranging fashion offerings.

Above: Gabby’s Dollhouse continues to expand internationally.

Above: Hasbro is celebrating its 100th birthday.

Penguin Ventures Stand C164

The licensing and CP division of Penguin Random House Children’s UK will be showing its new property, the World of Eric Carle, on its stand following its recent appointment as UK licensing agent.

Throughout the rest of this year and into next, the company will be partnering with a series of live specialists, taking its classic brands off the page and into new environments, connecting with family audiences like never before. Plans for 2023 include The Peninsular Hotel collaboration with The World of Peter Rabbit and an immersive dome experience for The Snowman and The Snowdog, plus a high profile afternoon tea partner will help to sprinkle some more Snowman magic across the UK this Christmas.

A new Spot stage show and a new Peter Rabbit musical also both launch in 2024 and will see Penguin Ventures’ biggest and most ambitious BLE programme to date.

BBC Studios Stand C180

Minecraft Stand A251

Led by Federico San Martin, senior global head of consumer products for Minecraft, Microsoft’s Mojang Studios is looking at opportunities to extend the Minecraft franchise beyond the game. Minecraft debuted in 2009 and has since sold more than 238 million copies across all platforms. What started as a game is now a platform and canvas for creative expression and has evolved into an evergreen entertainment franchise with a robust consumer products and retail programme. Minecraft touts over 150 licensing partners worldwide across multiple categories. Global partners include LEGO, Mattel, Random House, Hallmark, Hasbro, Havaianas and Uniqlo. Regional partners include Fashion UK, Character World, Cataic and Caprice to mention a few. In addition, Minecraft has collaborated with several fashion lines including PUMA, Burberry, Lacoste and Crocs

Below: Minecraft has enjoyed collaborations with PUMA, Burberry, Lacoste and Crocs.

Winner of Best Licensed Preschool Property at The Licensing Awards, Bluey is leading preschool toy growth in the UK, doubling sales from 2021.

This year a capsule collection with Zara and product launches from Blueprint Collections, OTL Technologies, TOMY, 8th Wonder, HTI Toys and VTech have been introduced. Additionally, Moose Toys has released new hero toys, the Beach Cabin and Hammerbarn Shopping Centre Play-sets. New signings for the UK include Fiddes Payne and Kinnerton Confectionary. The Bluey mobile app game launched globally, Bluey’s Big Play gears up for tours in the UK, Ireland and Canada, and more news on brand new formats and toy launches are forthcoming. Meanwhile, Hey Duggee dominated CBeebies

streaming in 2022 for the third year in a row. New series four episodes were unveiled on CBeebies in September and the brand boasts 28 UK licensed partners - recent signings include H&A, OTL and RMS. Golden Bear has released new hero toys, including Sleepy Time Duggee. The preschool hit also won an Olivier award for its Live Theatre Show.

Doctor Who returns in November for its 60th anniversary. Fans in the UK and Ireland can catch new episodes on the BBC, while the rest of the world can watch it on Disney+ for the first time.

Above: The World of Peter Rabbit is collaborating with The Peninsular Hotel.

Right: Bluey is the top ranking show on CBeebies UK.

WildBrain CPLG Stand B171

WildBrain-owned brands

Strawberry

Shortcake and Teletubbies headline a robust slate.

For Strawberry Shortcake, the first two of four new, animated seasonal specials featuring Berry will launch on Netflix this autumn. The third season of Berry in the Big City launched on YouTube this summer.

Meanwhile, following its 25th anniversary, the agency is continuing to build momentum for Teletubbies. A fashion collaboration with Christian Cowen created a buzz earlier this year, while there have also been partnerships with The Blonds and House of Blueberry, as well as new content.

Elsewhere, WildBrain CPLG is busy building a licensing programme for Sonic Prime – the new series on Netflix from SEGA and WildBrain – as well as the Playmobil brand. It will also showcase opportunities for Peanuts on behalf of Peanuts Worldwide; Supercell’s gaming franchise, The World of Clash; MGM’s Wednesday and Pink Panther; Hasbro’s Peppa Pig and Transformers; Sony Pictures Entertainment; Dr. Seuss brands including The Grinch; plus several Paramount properties.

The ASPIRE corporate and lifestyle division, meanwhile, will highlight Sauber Motorsports’ racing team Alfa Romeo F1 Team Stake, Master Lock, Lyle & Scott, Absolut, Malibu, Revolution Beauty, Yale, Harvard, USC, Colombia and Cambridge Universities.

Jazwares Stand C211

Walker Books Stand C179

The primary focus at BLE for Walker Books UK will be on Guess How Much I Love You and its 30th anniversary, with global book sales figures having reached 57 million.

The company will have a fully themed Guess stand at the show to mark the milestone. As well as a robust publishing schedule in autumn 2023, there will be additional titles to support the anniversary in autumn 2024 and 2025. Global consumer and trade marketing plans will be in place including social media, brand partnerships and PR, while Walker Books will also be sharing a new packaging guide.

A new permanent visitor experience in the form of a digital and leisure trail is based in the hometown of creator Sam McBratney (Lisburn, Northern Ireland), consisting of a mix of sculptures, benches and brass rubbings on council land in key locations. Guess art was also hand-painted along arches in Haslem’s Lane.

In addition, the stage show with Fierylight Productions will be touring between September 2024 and April 2025, playing over 40 venues across the UK, while in Germany, Thalia will be launching another homewares range for Easter 2024.

Magic Light Pictures Stand C205

Marking its 20th anniversary this year (see pages 80+81), Magic Light Pictures’ in-house licensing and marketing departments continue to grow the impressive list of best in class licensees and brand partners with companies including Aurora, Bandai, Wow Stuff, Ravensburger and Merlin Entertainments, as well as retailers Sainsbury’s, M&S and Joules. The partnership with Merlin resulted in the opening earlier this year of The Gruffalo and Friends Clubhouse Blackpool – a

From plush powerhouse to a global lifestyle phenomenon, Squishmallows has ascended beyond the toy aisle into a lifestyle franchise with a 360-degree licensing portfolio - an impressive 70+ global licensing partners have already joined the programme.

Continuing to grow the Squishmallows’ licensing programme in Europe, Jazwares works with 25+ local licensing partners across many categories including fashion apparel and accessories, publishing, health and beauty, stationery and gifting, food and drink, calendars and greetings, plus board and card games.

More deals are in the works covering fashion collaborations, cookbooks, snack bars, ice cream and trading card games.

In addition, Squishmallows is the top selling toy in the UK and the winner of the UK Toy Industry Award for Toy of the Year and Circana’s Top Gaining Plush Property in Europe.

Below: Above: Strawberry Shortcake will be a headliner for WildBrain CPLG.

Left: Squishmallows has moved beyond the toy aisle to become a lifestyle franchise.

Above: A permanent visitor attraction in the hometown of creator Sam McBratney launched earlier this year.

ZAG Stand B181

ZAG is attending BLE following the successful launch of Miraculous: Ladybug & Cat Noir, The Movie – billed as the first ever fairy-tale and superhero musical movie crossover.

The movie launched theatrically in July in Europe, garnering the number one spot in key territories, followed by its launch on Netflix. Two new Miraculous specials are coming up for autumn 2023.

Partnership wise, the brand has teamed with FEMA’s Ready Campaign and The Ad Council to feature Ladybug and Cat Noir in a year-long emergency preparedness campaign across the US. There are also tie-ups with PUMA and Playmates.

For Ghostforce, the first new products will launch in time for Halloween across LatAm including 18-inch figurines, costumes, wooden toys, luggage, backpacks, ice cream and experiences. In Europe, licensing partners include Blue Ocean, Panini, Rubies and Edel.

ZAG will also be presenting upcoming animated feature Melody, starring singer, songwriter and actress, Katy Perry.

Left: Two new Miraculous specials are coming up for autumn 2023.

£2.3m Gruffalo-themed attraction on Blackpool’s famous seafront.

Preschool animation Pip and Posy continues to go from strength to strength – the second series is on Channel 5’s Milkshake and Sky Kids, while spin off series Pip and Posy Let’s Learn is due for transmission on Sky Kids later this year.

And then, of course, there are the classic brands such as The Gruffalo, Room on the Broom, Zog and Stick Man, while Tabby McTat will premiere as part of BBC One’s 2023 festive schedule.

Beanstalk Stand C241

Beanstalk offers a breadth of services across its practice areas including brand representation, digital media representation (Tinderbox), manufacturer representation, consulting, brand partnerships, legal and financial services, plus royalty auditing.

The agency will be showcasing its roster of high profile brands including Proctor & Gamble, Stanley Black & Decker, Audi, Bentley, Volvo, The Metropolitan Museum of Art, WW, Guinness, Baileys, Kellogg’s, TGI

Fridays, Xbox, Activision, Ubisoft and Atari.

IMC Toys Stand A151a

In partnership with licensing agent Retail Monster, the UK division of IMC Toys has launched its licensing rollout programme with a strong line-up of UK licensees. A fashion range for Character.com has seen Poetic Brands work with IMC on daywear, nightwear, swimwear, underwear and outerwear, alongside luggage and swim accessories. In addition, RJ Bags will be producing Cry Babies Magic Tears inspired bags including lunchbags, purses and umbrellas for the UK and Eire; Paper Projects has launched a range of stickers and reward charts; while Kennedy Publishing has launched a standalone With Love from Cry Babies title.

The licensing programme will continue with a Cry Babies Magic Tears video game in partnership with Merge Games, while categories including footwear, puzzles, arts and crafts and bedding are also in the works.

Inset: An apparel range includes daywear, nightwear, swimwear, underwear and outerwear.

Left: Beanstalk’s portfolio ranges from Activision through to WW.

to go from strength to strength.

MGA Entertainment Stand D161

MGA Entertainment is one of the largest and fastest growing privately held toy and entertainment companies in the world. Headquartered in Los Angeles with offices globally, the company creates innovative, proprietary and licensed consumer products and entertainment properties including toys, games, dolls, apparel, consumer electronics, home décor, stationery, sporting goods, movies and TV series.

The MGA family includes award-winning brands such as L.O.L. Surprise!, Little Tikes, Rainbow High, Bratz, MGA’s Miniverse, Fluffie Stuffiez, Na! Na! Na! Surprise, Micro Games of America, BABY born Surprise and Zapf Creation.

Sanrio Stand B151

Sanrio is gearing up to mark half a century of Hello Kitty in 2024 with global campaigns, exciting collaborations and the recently released TV series Hello Kitty Super Style

The company will also be showcasing the cast of 90+ Mr. Men Little Miss characters - with over 250 million books published in 28 countries and 17 languages worldwide, the property is the number one selling children’s book in France and the second largest preschool brand in the UK. The brand celebrates self-expression and human behaviour in a fun, simple way: universally recognised by the simple illustrations and iconic names, its characters are relatable to every age, culture, personality and gender.

Sanrio's ‘lazy egg’ Gudetama - which has proved a hit with fashion collaborations among the licensed line-up - and office ranger red panda Aggretsuko will also be on the show floor - both characters boast their own Netflix series.

Warner Music Experience Stand C142

WMX is representing worldwide exclusive merchandise rights for global megastars such as the Grateful Dead, Ed Sheeran, Lizzo, Joy Division, New Order, Gorillaz, Green Day, Korn and Frank Sinatra.

Three of the company’s artists were nominated for Best Music or Celebrity Licensed Property at The Licensing Awards 2023.

Ed Sheeran’s collection with Lucy & Yak experienced way above-average sales in the first seven days and an impressive amount of media coverage in 41 countries, resulting in estimated coverage views of 31.1 million online. Ed’s hot sauce brand - Tingly Ted’s - can be found in stores in the UK and is expected to hit stores in the US and Canada soon.

Gorillaz’s vibrant and creative assets are loved by fans and retailers worldwide. The band’s vodka collaboration with Smirnoff sold out on Amazon in only 24 hours. With 47 releases in 2022, Grateful Dead launched products in food and spirits, sports, luxury fashion and books among others. Wholesale of Grateful Dead’s collaboration with tech outerwear company 686 sold out of key styles within hours – the fastest the brand has ever sold a wholesale quick-strike drop and D2C key styles sold out in just a few days.

Rockpool Licensing Stand A237

Rockpool Licensing will be presenting brands from its agency and consultancy portfolios, including The Baby Club and The Toddler Club, where parents and young children watch and join in together at home.

Classic children’s literary property, Brambly Hedge – with its quintessentially British feel and themes of family, the seasons, nature and celebration – lines up alongside Alpha Animation’s Super Wings which has strong broadcast distribution including Tiny Pop, Cartoonito, Netflix and Amazon Prime.

Meanwhile, Rockpool is consulting on rights acquisition for Dazzle & Fizz, a specialist in bespoke private and corporate family events, seeking partnerships with properties with crossgenerational appeal.

The agency will also be launching the Royal Shakespeare Company’s licensing programme at the show.

Left: Sanrio will be celebrating the 50th anniversary of Hello Kitty in 2024.

Below: MGA’s roster will be on full display at BLE.

Below: Rockpool will be launching the licensing programme for Royal Shakespeare Company at BLE.

Above: Ed Sheeran, Gorillaz and Grateful Dead were all nominated at The Licensing Awards 2023.

Banijay Brands Stand C130

Banijay’s diverse portfolio offers commercial opportunities across multiple categories, with globally-renowned brands including, the most successful cookery television format in the world, MasterChef; the multi-award-winning epic crime drama, Peaky Blinders which is celebrating its 10th anniversary this year; and the internationally loved, animated feline, Simon’s Cat

These line up alongside one of Britain’s most famous comic creations of all time, Mr Bean; the global adventure franchise, Survivor; reality stalwart, Big Brother; game show phenomenon, Deal or No Deal; critically acclaimed, dystopian drama, Black Mirror; the internationally popular relationship show Temptation Island; and the legendary entertainment show The Crystal Maze Right: Mr Bean will be a key attraction for Banijay Brands.

Rainbow SpA Stand B141

Rainbow heads to BLE with a focus on two of its classic IPs and two new productions.

The evergreen Winx Club promises to have something for each audience group covered by the brand – from young children to 20-somethings, while Pinocchio and Friends is launching season two and continuing to build on its international ratings success. Both brands have established consumer products programmes which Rainbow will discuss during the show.

A major reveal is Gormiti The New Era, a CGIenhanced live action series in partnership with Giochi Preziosi that takes the franchise to screens for 6-11s, with extensive merchandise and marketing plans in place.

In addition, Mermaid Magic will also debut – a fantasy adventure produced for Netflix, it draws upon the core values of environmental respect and friendship.

Fluid World Stand D154

Fluid World will be showcasing Pusheen – the lovable kitty started her journey through animated comics and GIFs on Pusheen.com: the character now has 35.3 billion GIPHY views. There are over 19 different style guides for licensees to choose from – reflecting Pusheen’s many different characters and ‘purr-sonas’ and making her versatile and easy for licensees to work with.

Fluid World believes that ‘anything is possible’ for Pusheen and is looking forward to new opportunities to showcase her ‘at her best’.

Above: There are over 19 different style guides for Pusheen.

Acamar Films Stand A201

Bing activities in the last 12 months include a footfallraising, pop-up shopping experience in Glasgow, an Amazon Kids+ character hub, a key role in the NSPCC’s National Childhood Day campaign and a collaboration with Chester Zoo.

A refreshed Bing app launched as well as new content including music videos on YouTube. A new Bing website launched this summer, featuring advice from developmental experts. Focusing on the ways in which Bing celebrates the big-little moments, connecting grown-ups and children through shared experiences, this year will see a multi-channel campaign roll out across the UK emphasising how Bing supports the mental, emotional and social development of infants, toddlers and preschoolers. International growth also continues. In Italy, Bing has been chosen by the Italian Society of Paediatrics and nursery trade association, Assonidi to front a long-term national campaign to encourage healthy childhood habits. Dutch families have made the Bing theatrical production, Bing’s Birthday, one of the most popular theatre shows of any type in the country. The theatre show has also been localised for Poland where it is set to premiere in November.

Inset: Bing’s growth continues both in the UK and overseas.

Above: Gormiti The New Era is a CGI-enhanced live action series in partnership with Giochi Preziosi.

The

Pokémon Company International Stand B121

Another year of record-breaking sales saw Pokémon’s highestever UK NPD position: number one YTD at the end of March 23, with sales up a remarkable 51%, reflecting the huge popularity of the Pokémon Trading Card Game and its varied toy range.

New events and experiences across Pokémon’s gaming titles further boosted its success - the first adventure in The Hidden Treasure of Area Zero, the new DLC for the Pokémon Scarlet and Pokémon Violet video games, launched in September, with Part 2: The Indigo Disk due next year. In addition, Detective Pikachu Returns launches on Nintendo Switch on 6 October.

Buoyant sales have been supported by a strong programme of innovative and immersive retail activations, from high end to high street, including Smyths, Harrods, ASDA, Tesco, Zavvi and GAME.

Pokémon will also be stepping out in style with the latest drop of its continued and highly successful collaboration with Clarks which features a four-piece collection for adults of the Clarks Torhill shoe celebrating Pokémon nostalgia which is due to launch in December.

Above: It’s been another record-breaking year for the Pokémon brand.

Licensing Link Europe Stand A237

Licensing Link Europe will be unveiling its latest signing, Haynes Group, with the agency looking to extend the brand into fresh and new product categories, capitalising on its heritage and global reputation.

It will also spotlight its prominent successes with the Van Gogh Museum. Notable among these are VGM’s 50th anniversary celebrations, which have led to bespoke product ranges from Cariuma, Blueprint Collections and Ecoffee Cup. There will also be glasses raised to the new collaboration with Domaine du Meteore, while a new style guide inspired by Vincent’s letters, sketches and European journeys will offer further inspiration.

On the entertainment side, Sam & Julia (The Mouse Mansion) has been published in 23 books in 27 languages and has now set its sights on TV, with a new series in collaboration with France Televisions and ZDF.

There will also be updates on the programmes for LIFE, Pantone, NC500 and Supermasked

Santoro Stand A202

Santoro will debut a host of new style guide developments for evergreen brand, Gorjuss.

Among the new looks are the spellbinding Night Garden and the mystical Whatever the Weather, the latter featuring new characters encased with tarot-inspired designs. There will also be new licensed products from the likes of Panini, DeAgostini, El Corte Ingles, Sbabam and Multiprint launched throughout 2023.

Meanwhile, new brand Bangoberry is a kawaii crew of animals who make up the ‘Bango Bunch’. Visitors will get a first look at products including ‘Bangobob’ charms, with first products available from January 2024, followed by an expansion into back to school categories later in the year.

Santoro is also looking to further expand the Tutti Cuti licensing programme – having relaunched 20 years on from its inception, it is already making a splash in the Italian kiosks with Play Press Edizioni’s publishing offer.

All3Media International Stand A152

The Traitors is sure to be a major talking point for All3Media at BLE – since the UK series launched as a break-out BBC hit, numerous board game and card game deals in various European territories have been secured with Vivid, Egmont, Ginger Fox and Identity Games, alongside a publishing deal with Penguin Random House.

A new brand launching will be the BBC’s BAFTA nominated home renovation show, Sort Your Life Out, presenting a host of home improvement upcycling and recycling themed content launches.

Game show formats Lingo and Catchphrase will be highlighted – and attendees should keep their eyes peeled for the chance to meet the latter’s iconic golden mascot, Mr Chips, at the show.

Meanwhile, Midsomer Murders is Britain’s longest running detective drama, captivating global audiences for over two decades. The world of Midsomer is consistently expanding with an interactive novel from Octopus Books and Qiiwi Interactive’s gaming app, with more off-screen extensions planned for the brand.

Above: New style guide developments for Gorjuss will be unveiled.

Left: All3Media will be asking if visitors to BLE are Traitor or Faithful?

The Smurfs Stand C184

Everyone’s favourite little blue creatures, The Smurfs are celebrating their 65th birthday this year, and will be looking to evoke nostalgic memories from visitors to BLE.

Recent collaborations include a tie-up with PUMA, which aims to capture the characters’ adventurous spirit with PUMA’s streetwear silhouettes. The core of the collection is a range of specially created graphics featuring The Smurfs frolicking and playing around the PUMA wordmark. Matching essentials include hoodies and sweatpants, while there is also footwear and accessories such as a beanie and backpack.

Above: The Smurfs are celebrating 65 years.

IMG Stand B250

With more than 200 brand licensing agents working across 25+ offices, IMG aims to provide a one-stop solution for its portfolio.

At BLE, the spotlight will be on gaming phenomenon Fortnite; Rovio’s Angry Birds; Toikido’s Piñata Smashlings; Skydance Animation and its upcoming release Spellbound; Lionsgate’s blockbuster film franchises including John Wick, Hunger Games, Saw and Dirty Dancing; global brands Pepsi, Jeep, Collegiate Licensing Company and Hearst; as well as sports brand NFL.

The Panini Group Stand B262

The Panini Group - with headquarters in Modena, Italy and subsidiaries throughout Europe, Latin America and the US - is a leader in stickers and trading cards and one of the leading publishers in children’s magazines and books, comics, manga and graphic novels in Europe and Latin America.

It is also involved in new digital projects, as well as in the development of promotional and brand licensing out programmes. Its licensing programme has several partners across key categories in Italy, Europe and Latin America.

Reemsborko Stand A237

Reemsborko has a raft of new properties to showcase including episodic horror video game, Poppy Playtime – which is whipping up a storm on social media – plus Cyanide and Happiness, the darkly humorous 20 year old comic strip with 27 million followers.

On the anime side, the hottest new show is a follow up to BLEACH – BLEACH: Thousand-Year Blood War – which continues the original story. Reemsborko can negotiate for both versions of the hit anime.

Also in the line-up are Dragon Ball and Naruto, as well as Hatsune Miku – which is set for a big year in 2024 as she turns 16 on 31 August – and Junji Itô Collection, the horror anime anthology series adapted from the works of manga artist Junji Ito.

Start Licensing Stand A240

Start Licensing is marking its 20th anniversary this year and has recently been appointed to represent Edition Holden – A Country Diary. The property has already enjoyed considerable success in licensing, with a new style guide being unveiled at BLE.

Start also represents US-based artist, Kendra Dandy and her property, Bouffants and Broken Hearts, with licensees for the art brand including Blueprint Collections, UK Greetings and Cooneen.

Recent new deals for the agency include Bird & Blend Tea launching a Wallace & Gromit tea blend; Schwartz launching a range of meal kits and spice blends with Nadiya Hussain; China Petals for mosaic craft kits with the Ashmolean Museum; and Graphenstone Paints which has developed the Treasured Collection Paint Collection with the Ashmolean, picking up awards from Livingetc and Country & Town House magazines. It was also a finalists is the Best Sustainable Licensed Product in The Licensing Awards 2023.

Above: Poppy Playtime will be among the new properties showcased by Reemsborko.

Above: Meal kits and spice blends with Nadiya Hussain have recently launched from Schwartz.

Bulldog Licensing Stand A190

It’s set to be a busy few days for Bulldog Licensing, with the agency showcasing a raft of properties.

Headliners include heritage brand Care Bears – which saw retail sales in the UK grow an incredible 894% to the end of 2022, with further growth continuing in 2023 –plus toy phenomenon, Magic Mixies which has seen recent growth in nightwear, health and beauty and lunchware.

Preschool brand Odo has now been sold to over 145 countries and ETS Licensing has been appointed as sub-agent in Italy. UK partners include Poetic Brands, RJ Bags, Roy Lowe, Rainbow Productions and Macmillan.

Carte Blanche Greetings and its Me to You brand will also be key – achieving around $200m in retail sales value each year - with Tatty Teddy being one of the most popular character brands on the market.

New launches for Sesame Street have come in the wellness and homeware categories, as well as toys with Just Play, while Sesame Street Mecha Builders has proved a hit on Milkshake. The Bulldog catalogue will also include battle royale game PUBG: Battlegrounds, with the agency looking at categories including adult apparel, collectables, gifts and housewares among others.

Games Workshop Stand C190

Games Workshop has been busy growing its Warhammer IP this year. 2023 has so far seen the addition of Netease, Koch Media, Wargaming, Future Lab, Weta Workshop and Burgschneider to the Warhammer licensing programme.

They join existing partners Focus Entertainment, Creative Assembly, Fatshark, Frontier, Snowprint, Cubicle 7 Games, AAA Merchandise, McFarlane Toys, Joy Toy and Royal Mail among others.

Warhammer has a combined social media following of over two million and Warhammer-community.comthe cornerstone of the online presence - had over 190 million page views from almost 12.5 million unique users between June 2022 - May 2023.

Further opportunities are also being explored including a potential media deal with Amazon Studios.

Boat Rocker Stand E163

Combining two preschooler passions –dinosaurs and cowboys – Dino Ranch continues to consolidate its ratings success in the US and Europe.

A third series of the show introduces the new Dino Mountain location, plus new characters and a tentpole episode, Dino Roar, which will premiere on Disney Jr in the US in the autumn, with an international roll out planned from 2024.

Meanwhile, the virtual and in-person dance workshops at Pineapple Dance Studios for reality dance drama, The Next Step, are continuing, along with the associated collaboration clothes’ line.

Fans can also catch up with all things TNS by reading the show’s dedicated column in Kennedy Publishing’s Top of the Pops magazine and Sweet Cherry’s annual. TNS also marks its 10th anniversary in 2024 with an exciting programme of activity planned.

Millimages Stand A230

Molang has enjoyed a busy year, attending live events, launching capsule collections and selling strong numbers of its signature plushies.

In June, Molang become one of the first animated characters from a kids and family series to successfully break into the world of influencing with a YouTube channel. New weekly content created by Millimages sees Molang and his sidekick, Piu Piu, interacting directly with fans in video concepts usually produced with people –such as gaming and ASMR.

Launched in 2015, the Molang TV series now has six seasons and over 300 episodes sold in 195 countries.

Sharing the Moments that tthtMMattatter

Below: Warhammer is gaining interest from a wide breadth of partners.

Above: A third series of Dino Ranch introduces a new location and new characters.

Below: Recent deals for Me to You include Brand Threads, Pawprint Family and Craft Buddy.

Below: Molang has a growing Gen Z fan base.

Edutainment Licensing Stand A188

Edutainment Licensing will be presenting two of the NSPCC’s owned character brands as it looks to grow their licensing programmes.

Friendly dinosaur, Pantosaurus is the face of NSPCC’s #TalkPANTS campaign which has helped over 1.5m UK parents have simple conversations with their children to help keep them safe. Since 2016, a third of all parents of 4-8s have used Pantosaurus to #TalkPANTS with their children and the campaign generates over 55m impressions a year throughout its annual summer holidays activation.

Meanwhile, Buddy is the NSPCC’s green speech bubble and the mascot for the ‘Speak Out. Stay Safe’ campaign. Since 2011, the campaign has been helping primary school children to speak out to a trusted adult if they have any problems or issues, with Buddy being integral to that message.

Bioworld Stand A161

Bioworld will be showcasing its diverse ranges of licensed products at BLE for the first time.

Products are designed in-house by a team of 200 talented designers, across apparel and accessories from licensed brands including gaming, anime and creator, right through to television, film and lifestyle.

In the UK, Bioworld’s partnership with NJ Screenprints offers printing, a dye house, print on demand and embroidery services. The company also offers wholesale, BTB and DTC both in the UK and across Europe.

Princess Sam Consumer Products Stand A162

The past year has been a busy one for Princess Sam Consumer Products and its parent company the Princess Sam Entertainment Group, thanks to the success of the new Tara Duncan TV show, based on the multi-million-selling publishing phenomenon by Sophie AudouinMamikonian.

The first series has been sold into more than 80 countries and Superights represents worldwide rights distribution (excluding Mainland China). The licensing campaign has already seen the appointment of tonies in the French market, as well as agents in the UK, Spain and Portugal, Italy and Benelux. There is potential in a wide range of categories including toys and games, back to school, stationery, home textiles, apparel, fashion accessories, beauty and personal care, food and beverage and gifts.

Above: Bioworld will be exhibiting at BLE for the first time.

Dependable Solutions Stand E260

Dependable Solutions offers a comprehensive and flexible suite of software and complementary services. Supported by a team of industry experts, Dependable Solutions has developed solutions for managing even the most complex of licensing operations - whether you’re struggling with royalty management, missing deadlines on contract renewals, spending all day responding to asset requests, or falling behind on approval responses.

The company has developed tools specifically for licensors, licensees and agents, with a tagline of ‘We do what we do, so you can be the best at what you do’.

Above: Some of the Dependable Solutions team at last year’s show.

Left: Buddy is the mascot for the ‘Speak Out. Stay Safe’ campaign.

Rocket Licensing Stand A205

Rocket Licensing is looking to be a powerful presence on the show floor, with a diverse portfolio of brands on display. This includes Miffy, which has enjoyed a stellar summer thanks in part to a successful pop-up shop in London’s West End, as well as collaborations with Tommy Hilfiger and Mulberry, with more to follow later this year and in 2024. The licensing programme is also growing with new partners such as Skinnydip and The Crafty Kit Company.

The European Space Agency will also be key (see page 147 for more), as will Little People Big Dreams, a series of books which inspire children with real-life stories of artists, scientists, musicians and other famous figures. Poetic Brands is on board with apparel, with more partner reveals to come.

The Elf on the Shelf is about to come into its busiest time of year, with HarperCollins Publishers recently coming on board for 11 universe-themed titles over the next five years.

The focus for TheSoul Publishing will be on two of its biggest hits – 5-Minute Crafts and Baby Zoo –while Fuzzballs was born from a web comic, garnering a staggering one billion sticker downloads, and Beano’s 85th anniversary year has been strong for events partnerships.

Other properties up for discussion include Dune: Part Two, Horrible Histories, Godzilla, MGM’s Rocky and Vikings Valhalla franchises and Kodak among others.

Smiley Stand B221

Billed as the first lifestyle brand dedicated to emotional expression, The Original Smileys is a creative universe filled with thousands of unique icons.

With a comprehensive library of over 3,000 icons, SmileyWorld is a treasure trove of emotional expression which aims to embody the ‘spirit of the digital revolution’.

Featuring four teams with specialist categoryspecific knowledge, Smiley aims to adapt its message to various audiences, providing exclusive concepts to keep the brand fresh and relevant. It is a brand which is available in 147 countries across the globe, with $520 million retail sales and some 517 licensees.

Metrostar Stand C251

Metrostar is once again showcasing the Kraft Heinz UK portfolio of brands featuring some of the biggest grocery brands such as Heinz Beanz, Heinz Tomato Ketchup, Lea & Perrins and HP Sauce.

Elmer the Patchwork Elephant will also be celebrating 35 years of inclusivity in 2024, with the momentum behind the licensing programme already delivering eight new partners this year. Metrostar is especially keen to meet with retailers buying baby and infant apparel, toys and gifts.

Two important additions to the agency’s portfolio are global conservation and lifestyle brands, London Zoo and New York Botanical Garden. Metrostar also represents BBC One’s new hit reality show, The Traitors, the world’s most prestigious horse racing brand, The Jockey Club and leading soft drinks brands Lucozade and Ribena

Above: Metrostar will be highlighting the Kraft Heinz UK portfolio of brands.

Blonde Sheep Stand A237

Over the coming years the Swizzels brands (Love Hearts, Refreshers, Drumsticks, Parma Violets) are celebrating various anniversaries - starting with the 70th anniversary of Love Hearts in 2024 and culminating with the 100th anniversary of Swizzels in 2028.

In addition to building on the existing licensing programme, Blonde Sheep is looking to collaborate with brands and retailers for the anniversaries. Meanwhile, Millions sweets are seeing success in the nutritional supplements sector, with more products due to launch next year. Available globally in all categories, the Advisory Bored - a collective of Bored Ape Yacht Club NFTs - has created a trend driven style guide for licensees. In addition to products, the Advisory Bored supports licensees with community building tools, such as digital tokens, Web3 environments and gamification and recently launched its own 3D community on Spatial.

Left: Love Hearts is celebrating its 70th anniversary in 2024.

Below: The Original Smileys can provide exclusive concepts.

Left: New Miffy partners include Skinnydip.

Aardman Stand B160

It’s been another busy year for the Aardman team and it will be arriving at BLE with a strong slate.

The much-anticipated Chicken Run sequel Run: Dawn of the Nugget is coming to Netflix this December. The film’s release will be supported by a strong licensing and promotional programme with product launching throughout the autumn.

With Nick Park’s latest film offering featuring Wallace & Gromit in production and the duo’s first narrative-led VR experience The Grand Getaway to launch later this year, there’s a variety of content for Wallace & Gromit fans to look forward to. The team has curated a carefully selected licensing programme for the classic characters with current licensees across toy, gift and apparel and new partners Skinnydip, Funko, Steiff and Hornby.

Meanwhile, for Shaun the Sheep, new initiative Shaun the Sheep One Farm has launched with the aim of utilising Shaun’s story telling links to the great outdoors, sustainable living and food to encourage participation in activities that will enhance and sustain our own world and lives. There are also partnerships with Natural England’s Countryside Code and The National Forest.

Perfetti Van Melle Stand D240

Perfetti Van Melle will be celebrating the 25th anniversary of its global licensing division at BLE.

To commemorate the milestone, the company has created a special candy booth concept which pays homage to the heritage and nostalgia of the evergreen sweet brands. There will also be previews of new launches and artwork developments.

Chupa Chups and Mentos are enjoying success in the location-based category with numerous events in Asia, while the collectable toys have also been a hit. In the food and beverage category, the brands have been expanding with a wide range of products in different geographies.

Recent novelties include Mentos Drinks, Chupa Chups Popcorn and Fruit-tella ice-creams. The company is also stepping into the protein category, with Nutrabolt for Airheads and The Hut Group for Chupa Chups. To top it all off, the launch of Chupa Chups in the Metaverse will be unveiled shortly.

Larkshead Licensing Stand A234

Larkshead Licensing will be showcasing a raft of new signings, as well as ongoing brand partnerships. New additions include a worldwide portfolio partnership with Sweet Cherry Publishing Larkshead representing the publisher across all licensing categories (excluding publishing).

Animation The Amazing Maurice is another new addition, while the company is also welcoming back friendly alien Q Pootle 5 – The Animated Series, with new messaging around recycling and sustainability.

A trio of contrasting British based female artists are being showcased - Claire Louise with her whimsical animal parodies and iconic cities; Sophie Jonas Hill’s alternative artwork inspired by folk tales, myths and legends; and Julia Broughton’s Scatterbrain Studios, including her brand mascot Mr. Kitty.

Iconic sci-fi show Terrahawks is also marking its 40th anniversary and to support the event a new beverage will be launching at the show.

Mercis Stand B166

Mercis is the global IP owner of all Dick Bruna’s work, including the iconic bunny Miffy Miffy was ‘born’ on 21 June 1955 when Dutch illustrator, graphic designer and artist Dick Bruna first drew the character to entertain his young son while on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood.

To date the Miffy books have been published in more than 50 languages and over 85 million copies were sold globally. Merchandise is available across all continents and highly integrated business units in the fields of publishing, media and licensing support Miffy’s global explorations. Respect for art and the world of a child are guiding principles in Miffy’s world.

Above: Larkshead will be developing licensing programmes across the Sweet Cherry in-house portfolio.

Above: The Shaun the Sheep One Farm initiative launched earlier this year.

Left: The global licensing division of Perfetti Van Melle is marking 25 years at BLE

Above: Miffy has a comprehensive licensing programme across numerous categories.

Brandgenuity Stand C254

Brandgenuity has recently been tasked with building a global licensing programme for the iconic life simulation game franchise, The Sims, targeted to its creative and diverse Gen Z and Millennial fanbase. Lifestyle categories will include apparel, accessories, collaborations, collectibles and games, publishing and more.

BMW and PUMA continue their fuel-driven relationship by with their latest collaboration, the 24H OF THRILLS Collection.

Brandgenuity teamed with the NFLPA to host the first ever NFLPA Player Passport Tour in June including a packed schedule across Frankfurt and London for eight active NFL players to build professional relationships and their personal brands with businesses and key media partners. Products will launch during this year's international games in London and Frankfurt.

Meanwhile, Umbro launched an MTV collection as part of a tie-up with Paramount, revisiting the Second Summer of Love with a collection that combined casual sports-inspired silhouettes with a range of graphic prints and colours inspired by the ‘80’s and ‘90’s rave scene. Southern Comfort’s licensee portfolio in Europe has also grown, with Gardiner’s of Scotland launching Southern Comfort Fudge into Morrisons, WHSmith, B&M, TKMaxx and more.

Other brands in the portfolio include John Frieda, Kahlua, Hawaiian Tropic, Rachel Roy, C&C California and Ed Stafford

Studio 100 Media Stand D145

Sarah & Duck/This is Iris Stand C110

Award winning creator, Karrot Entertainment has joined forces with creative licensing agency This is Iris to celebrate the 10-year anniversary of preschool show, Sarah & Duck

The show remains a permanent fixture on CBeebies with partners on board across the globe to support the development of a new international licensing programme. This year has already seen over 24 million views of the show on iPlayer, the launch of a summer theatre show programme and Toddler Time cinema events across the UK, with new partners= Twinkl launching its Sarah & Duck educational assets across its platform.

BLE will see the launch of the show’s new CP programme that offers a list of loyal partners, a new style guide and direct access to the Karrot team allowing for collaborative opportunities. This is Iris will also be at the show meeting with partners to discuss all aspects of its portfolio which also covers art and design, fashion, heritage and charity.

KJG and BlueSkye Licensing Stand A237

Kirsty Guthrie (KJG) and Maggy Harris (BlueSkye Licensing) are once again exhibiting within the Independent Agents’ Lounge, building on the success of the licensing sales partnership they jointly set up in 2020.

Many major food and drink brands are represented, including – on behalf of Pink Key

Studio 100 Media will be highlighting several key brands including its preschool series, Vegesaurs, for which it has global distribution and licensing rights. The show made its debut on CBeebies in the UK earlier this year.

Macmillan Children’s Books released its Vegesaurs book programme in the summer, led by picture books to bring the characters to life. Furthermore, a worldwide deal for loyalty programmes with a focus on retail concepts was secured with BrandLoyalty

Fashion is the key with specially developed trend books, a focus on the outdoors and manga-style/anime clothing for evergreen brand, Heidi. The first ever CGI adventure movie – Heidi Rescue of the Lynx – is currently in production and due for delivery in late 2024. In addition, Heidi is now also part of UNESCO’s Memory of the World programme, with the Heidi and Johanna Spyri archives added for preservation.

Studio 100 Media has also been appointed as the licensing agent in GSA territories for Bluey.

Above: Brandgenuity is building a licensing programme for life simulation game franchise, The Sims.

Below: Vegesaurs debuted in the UK on CBeebies earlier this year.

Above: Sarah & Duck is celebrating its 10th anniversary.

Above: London taxi is among the KJG/BlueSkye partnership’s portfolio.

Licensing – Kellogg’s, Pringles, SLUSH PUPPiE, Peperami, Quorn and Bel Brands. On behalf of BEN Group, there is movie icon Charlie Chaplin and celebrated genius Einstein, while they also support cultural institution The Frank Lloyd Wright Foundation and hit book, Prisoners of Geography by former Sky News diplomatic editor, Tim Marshall.

The partnership also includes preschool brands such as True and the Rainbow Kingdom, Gigantosaurus and Zoonicorns, while they also work with Gen Z favourite Rilakkuma and the Emily the Strange brand from Rob Reger on behalf of Sagoo Brands France

Art and design brand Snowtap; Italian scooter brand Lambretta, London taxi and legendary British F1 World Champion, James Hunt from Global Trademark Licensing; licensees Heathside and World of Sweets; plus creation solutions agency, Dynamo, complete the roster.

Stor Stand C200

Licensed houseware products company, Stor has a presence in more than 85 countries and, having signed Disney as its first licence back in 1985, has built up a healthy portfolio.

Brands being showcased on its stand will include Wednesday, Disney, Marvel, Lucas, Bluey, Sonic, PAW Patrol, Barbie, Squishmallows, Peppa Pig, Super Mario, Minecraft, Pokémon, Dragonball, Harry Potter, Gabby’s Dollhouse, One Piece, Fortnite, L.O.L., Minions, Zelda, CoComelon, Bing, Squid Game, My Hero Academia, Death Note, Xbox and Stranger Things.

CAA Brand Management Stand A251

CAA Brand Management is the licensing and consumer products division of Creative Artists Agency, the leading brand, entertainment and sports agency.

Operating in 20 countries worldwide, it works as part of its clients’ teams to build revenuegenerating and storytelling brand extension programs across all categories and channels of distribution.

A snapshot of the brands it will be showcasing at BLE are Minecraft, Coca-Cola, Porsche, McLaren, Ford, F1, Jelly Belly, Playboy, Bobcat, Budweiser, The Cheesecake Factory, Skechers and League of Legends.

Striker Entertainment Stand C234

Striker will be representing a host of properties at the show. These will include Five Nights at Freddy’s, Don’t Hug Me I’m Scared, The Walking Dead Universe, Interview with the Vampire and Mayfair Witches, The Dragon Prince, the Blade Runner franchise, High on Life, Creepshow, Stray, Evil Dead, Amanda the Adventurer, My Friendly Neighbourhood, Meg 2 The Trench, Boy Kills World, Day of the Dead, Night of the Living Dead, The Doodle Boy and The Remarkables, Blankos, Roblox titles from Twin Atlas and The Gang and Mandy among others.

Right: Wednesday is one of the brands which Stor will be showcasing as part of its portfolio.

Inset: Wednesday is one of the brands which Stor will be showcasing as part of its portfolio.

Inset: CAA will be presenting Minecraft as part of its BLE offer.

Live and direct

From stage shows, outdoor theatre and trails, through to seasonal grottos, orchestral performances and afternoon teas, live events are a hugely important part of Penguin Ventures licensing and consumer products mix. LSB catches up with Thomas Merrington, creative director, live and experiential, to find out more.

From the outset, Thomas Merrington, creative director, live and experiential at Penguin Ventures, is crystal clear just how important the live events, location-based and experiential sector is to the company.

“It’s hugely important,” he begins. “It’s a fantastic arena in which to bring our brands to life and an opportunity to directly engage with fans and put them at the heart of the stories they know and love. We are really keen to work with long-term partners to ensure we can develop and hone our experiences here in the UK, making them the best they can be and with a long-term view to take them to our international territories and fans.

“Covid presented its own challenges for our live and experiential business, but we were fortunate to partner with some amazing UK outdoor partners during this time, such as The National Trust and Forest Holidays and have since grown this side of our business by 37% YOY.”

Each of Penguin Ventures’ classic brands attract an extremely engaged fanbase, stretching over three generations, with these emotional links being key to the success of the company’s eclectic mix of stage shows, outdoor theatre, trails, seasonal grottos, orchestral performances and screenings and afternoon teas among others.

“We are also incredibly fortunate to own and manage an archive of original artworks, objects and ephemera across Beatrix Potter, The Snowman (and Snowdog), Ladybird and the Flower Fairies so we curate our own exhibitions both here in the UK and overseas,” Thomas adds. 2023 has seen Penguin Ventures deliver a raft of successful experiences, with just some of the

Inset: Two immersive dome experiences are launching with Immersive Everywhere for The Snowman and The Snowdog later this year.

Bottom left: Thomas Merrington, creative director, live and experiential, Penguin Ventures.

Inset: A special Flower Fairies art exhibition launched at the Lady Lever Gallery in Liverpool to mark 100 years of the brand.

highlights including the Peter Rabbit Easter Adventure in London’s Covent Garden (which attracted over 15,000 guests over four weeks, exceeding targets); a global partnership with the Peninsula Hotel Group for Peter Rabbitthemed afternoon teas, in-room amenities and spa treatments; The World of Peter Rabbit: A Timeless Adventure with Kiddy Art Museum in Beijing (with CAA Brand Management, its licensing agent in China); plus a Flower Fairies art exhibition at the Lady Lever Gallery in Liverpool to celebrate 100 years of the brand. Right from the beginning of the planning process for a new event, key aims for Thomas are authenticity, timing and the right fit. “We look for partners who are interested in delivering a truly magical experience and who understand the origins of our stories, but are willing to adapt them to excite and entice a contemporary audience,” he comments. “It’s also important to me that we can oversee how the events are being promoted - ‘Immersive’ and ‘Experiential’ are such loaded words and can be interpreted in a variety of ways. So, I think the key is to develop the experience first and then communicate it clearly, preserving some of the magic and anticipation while letting the consumer know what the experience will offer. Pricing is also important to us.

Coming soon

As busy as 2023 has already been, there’s still more to come, with Thomas pointing to a “hugely exciting” roster of experiences. Later this year, two immersive dome experiences will launch with Immersive Everywhere for The Snowman and The Snowdog; the Walking with The Snowman Trails with Wild in Art will be in place at locations in Kent, the Midlands, London and Northern Ireland; plus there will be a Snowman afternoon tea with a hotel partner, while The Snowman stage show will make its annual return and The Snowman grotto will be at Centre MK.

“I am thrilled to say that we will also begin rolling out our The Snowman and The Snowdog orchestral screenings this year to sit alongside our established and highly successful The Snowman concerts – booked by over 80 venues already this year,” comments Thomas.

Peter Rabbit, meanwhile, will be popping up with his own Christmas Trail across Hampshire County Council Woodland estate, while new show, Into the Burrow: A Peter Rabbit Tale, will be premiering at the Alliance Theatre in Atlanta, in tandem with the Beatrix Potter Drawn to Nature exhibition.

“Looking to 2024, we will be launching a new touring Peter Rabbit musical in partnership with Rockefeller Productions and Spot will be making his long-awaited return to the stage in a brand new production Happy Birthday Spot, in partnership with Sam Bradshaw productions,” Thomas adds. “This has been in development for a long time, so I am thrilled he is finally coming to the stage. It’s a really beautiful show that will be an inclusive and accessible for toddlers and first timers to the theatre.”

“We like to make sure we are providing family audiences with experiences that are accessible, affordable and deliver value.”

Ultimately, Thomas describes having a strong live and experiential programme as “an essential touch point for fans to engage with the brand and provides us with an ongoing opportunity to connect with our target audience in a meaningful way”.

He concludes: “Live activity gives our brands a platform beyond bricks and mortar retail and the digital space, offering our licensing partners additional avenues to promote and sell their products. It brings our licensed business back to the original story and business of publishing and I like that circular journey.”

Above: The World of Peter Rabbit: A Timeless Adventure with Kiddy Art Museum in Beijing has seen fantastic results. Below: The Peter Rabbit Garden Adventure at Blenheim Palace ran in collaboration with Histrionic Productions.

Voice of

experience

We've seen it all, from giant Pikachu figures in shopping centres to unexpected dance routines in central locations and hundreds of drones shaping QR codes in the night sky. Location-based experiences (LBEs) are unique in how they can engage and motivate consumers, especially younger audiences. Despite what the name implies, LBEs are not restricted to a single geographical location. The LBE is valued to be worth over $3 billion, with some experts forecasting this to rise to $12 billion by 2028, which would make it one of the fastest growing industries in today’s consumer market. These experiences can help brands develop brand engagement and even directly lead to sales opportunities.

According to Kids Insights UK data, tweens and young teens aged 10-15 (the sweet spot) surveyed during May-July 2023 were more likely to develop interest (36%) and awareness in the product advertised (35%) than purchase intention (14%) after seeing their favourite advert. For marketers, this means that there are several steps between introducing and selling a product, and LBEs make for an excellent introduction.

Furthermore, our data shows that two in five (41%) would prefer to buy an experience rather than a product, with this figure having increased by a quarter (since May-Jul 2023). Strong preference for experience over products has risen more than half across the past year alone indicating that a strong preference for experiences over products is growing rapidly.

Social skills

Following this, we are seeing tweens and young teens emphasising how property touchpoints make them feel. One could say that young consumers invest in experiences, which although happen once, can be captured, distributed and become viral thanks to the magic of social media.

The average teen aged 13-18 in the UK spends 1 hour 40 minutes on social media every single day. This means that 12% of teens' life is spent on social media (excluding time spent sleeping or being at school). Additionally, we know that across the past year, the number of teens who

The Insights Family explores the opportunity for brands and IP to tap into the ever growing kid experience economy.

Inset: The average teen aged 13-18 in the UK spends 1 hour 40 minutes on social media every single day.

Inset: Peaky Blinders: The Rise is a great example of how an experience can engage and motivate consumers.

post stories on social media has increased by +23% (now at 18%), while even live video usage has noted a small rise (+12% at 5.7%).

With social media being the digital extension of teens' lives and 'capturing (and sharing) the moment' gaining momentum, we know that LBEs that encourage social media sharing can not only become digitised and forever in the social media realm, but can also cross borders and generate User Generated Content (UGC), ultimately, leading to greater

engagement and fandom. There is no doubt that the metaverse is continuing to grow and expand as more creators and brands recognise the opportunity to engage with their audiences digitally, in ways which were never possible before.

However, with the data legislations it has never been more important to understand and define who your audience is. Otherwise

there is a real danger that your attempts to engage will disappear into a metaverse’s black hole.

The Insights Family is the global leader in kids, parents and family market intelligence, providing real-time data on 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. Sign up to receive our latest Industry Knowledge report discussing the growing influence that British kids have over family spending here: www.go.theinsightsfamily.com/kids-influence.

Above: User generated content is a key part of Roblox.

of the world On top

A market leader in licensed and branded home textiles, Character World Brands is celebrating 25 successful years in business. LSB chats to joint md Danny Schweiger about pioneering imaginative home products for more than two decades, the challenges and triumphs of the past quarter century and how the company’s passion for brands is at the heart of everything it does.

Established in 1998 by Danny Schweiger and his dad Tommy (with Danny’s brother Mark joining the business shortly after), Character World Brands has grown over the years to become one of the leading licensed textile manufacturers in the UK and Europe. With a distribution network across EMEA that services retailers with a range of home categories and products, from

bed to bath and beach, all utilising popular TV, movie, gaming, streaming and music brands, the company today is operated by ceo James Walker and the directors. Danny and Mark - who were jointly awarded Honorary Achievement at The Licensing Awards 2023 - are still involved, supporting key initiatives, and the company retains a “family feel” that dictates how it does business with its clients and brand partners.

“Business is business, but at the end of the day, it’s people dealing with people,” Danny says. “We genuinely care about the success of our partners. Their wins are our wins. Something we’ve learnt over the years is the power of listening. We don’t just hear what brands and retailers are saying; we actively listen, understand their concerns and adapt. We pride ourselves on being agile and responsive, ensuring our partners always have fresh, relevant products to offer that meet the customer’s expectations, whether they’re looking for a specific design handwriting or a particular price point.”

Danny Schweiger, joint md, Character World Brands. Kids’ favourite PAW Patrol is an evergreen in Character World Brands’ portfolio.

Inset: Barbie is “crushing it” following the success of the movie this summer, Danny reports.

Brands in demand

“Currently, Barbie is absolutely crushing it,” says Danny. “Super Mario has seen a huge EPOS uplift following the Super Mario Bros movie, and the same is true of Teenage Mutant Ninja Turtles. Squishmallows in the toy space is on fire, but we’re also seeing significant demand for other properties, including:

Gaming properties - Gaming is still extremely strong, and we’ve seen increased demand for brands like Pokémon, Minecraft, Sonic and Adopt Me. Classic favourites - Much-loved brands like Peppa Pig, PAW Patrol, LEGO and Harry Potter are evergreen properties and as popular as they ever were. Emerging TV shows and streaming hits – There’s more to come from the world of Stranger Things, plus we’re excited to be launching Wednesday at the end of 2024. We’re also excited for our One Piece product launches, following the show’s success on Netflix.”

Character World has weathered its share of storms over two and a half decades, but Danny believes that in addition to the company’s focus on relationship building, there are several other factors that have enabled it to survive and thrive.

“First and foremost, we've always understood our strengths and weaknesses,” he explains. “We recognise that we’re not just a bedding company – the world changes, consumer behaviour shifts and unforeseen circumstances happen. Our ability to innovate and pivot, whether that’s transitioning to e-commerce and direct dispatch when online shopping grew in demand, or adapting our designs to fit the latest cultural phenomena, has been vital.

“Every thread woven, every design chosen, is out of sheer passion for what we do. And in the world of licensed and branded homeware, things change fast. New shows, movies, characters and brands pop up all the time. Our finger’s always on the pulse, ensuring we’re current and delivering what consumers are into right now. Despite the changes, the growth and the inevitable challenges, we’ve never lost sight of our core mission: be it by firing imaginations or creating sanctuaries, we care for the wellbeing of families and consumers all over Europe. Knowing that our bedding has been there for millions of bedtime stories, sleepovers and dreams is humbling. Our weighted blankets have brought comfort to many, and we’ve loved hearing directly from consumers who can’t get enough of our coverless quilts or Hugzee oversized hooded fleeces.”

Bringing in ceo James Walker – who has held senior roles at Disney and Hasbro – in January

2022 has been a “game changer” for the business, says Danny.

“His fresh perspective has crafted a synergy that’s nothing short of electric. Our goals are simple: to be the go-to licensee when someone thinks of licensed or branded homewares; to be omnipresent across retail and, while doing this, ensure that we’re making a positive impact, both socially and environmentally.”

Danny tells us that there is “some fire stuff” hitting retail in the coming months. “We’re launching some fantastic new ranges from some of our long-term licensor partners –the designs are just incredible –alongside some new licences that we’re incredibly excited to bring to market. We are extending our category and product lines and expanding our distribution to a more global scale.

“And as we build towards another 25 years, we’ll be continuing to give back, be it through charitable initiatives, community events or ecofriendly practices. We partner with Wood Street Mission in Manchester as well as children’s hospitals in the UK to provide blankets and bedding to those who need them most, and our work with these partners is perhaps our most valuable of all.”

Inset: Branded bedroom storage allows consumers to give a room a unified look based on their favourite property. Below centre: Toy sensation Squishmallows translates into striking bedding sets.

Inset: The company’s Hugzee oversized fleeces are customer favourites.

Green Energy Channelled

The big news isn’t the Sustainability in Licensing Conference is making its return for 2023. It’s not even that it will once again occupy the grand theatre room at the Royal Geographical Society in London. The big news is, this year, SiLC will be taking the industry’s transition towards better and more sustainable solutions to an entirely new level.

Products of Change earmarked 2023 as the Year for Action. When the industry comes together to celebrate and showcase the innovative strides it is making on Tuesday 8 November, it will be the culmination of individual and collaborative actions that will shine under the spotlight to propel us forwards into a sustainable future for the $340bn global licensing business Disney, The LEGO Group, Bravado, Difuzed and DK Books have all been confirmed for a special ‘partner panel

conversation’ in which the steps they are taking to each measure their scope 1, 2, and 3 greenhouse gas emissions and reduce their impact will be shared with audiences in person, as well as live streamed to those viewing from around the world.

The session will also bring to the foreground some of the biggest questions we, as a collective, now need to be finding answers to, including the ultimate headscratcher – who pays for sustainability? And do we need an industry sustainability fund?

The landscape, we know, is shifting. Recent reports have told us 28% of the global licensing sector now sees greater opportunity in sustainable product innovation and we know that customers are demanding more from their favourite brands as they grow more discerning and conscientious by the day. We also know that soon enough, sustainability won’t be an extravagance companies can simply opt out of… not when the legislation really kicks in.

Here in the UK, Extended Producer Responsibility is coming. So too are the effects of the European Green Deal, the obligations of the Corporate Sustainability Reporting Directive, refined Greenwashing regulations, and across the Atlantic, the impact of the Green Guides. As the United Nations draws up its Plastic Treaty to “cut

Inset: SiLC returns to the Royal Geographical Society in London on Tuesday 8 November.

Below left: Helena MansellStopher, founder of Products of Change, the team behind SiLC 23.

the head off the toxic single use snake” and the EU begins to embed its Nature Restoration Law, we can expect some pretty seismic shifts in the way businesses operate.

The Sustainability in Licensing Conference will be hosting a special session dedicated to exploring the latest legislation as more and more, nations and leaders begin to shift economies to something more circular.

Taxation isn’t the only change coming, either. Companies will also soon be required to measure and track their carbon. The LEGO Group has already put it on record it will begin the process of measuring the carbon of all its activities from as early as 2024. Carbon calculation will be crucial, which is why SiLC 23 will be delivering a special talk from the Carbon Literacy Project’s co-founder and director of advocacy, Phil Korbel to understand just why carbon is being calculated and what this all means for business.

There will be a session exploring the latest developments in the sports sector and the knock-on effects this will have on sustainability in sports merchandise and licensing, while a major global licensor will talk audiences through the ESG commitments and strategies it has in place to reduce emissions and its carbon footprint in line with the 2015 Paris Accord

The London setting will go on to play host to some truly groundbreaking collaborations as Dayrize takes to the

stage to showcase the technological solutions it is bringing to the industry, before Fabacus and the ethical clothing brand Nobody’s Child talk us all through the Digital Product Passport European legislation will soon dictate that Digital Product Passports feature on all products across all categories, starting with clothing. The retail landscape will have a strong presence as Asda, Lush and Tesco – through its partnership with Hasbro and Wastebuster to bring the Recycle to Read toy recycling campaign to life instore – each take to the stage to present their latest, before taking part in a special Retail Panel.

Helena Mansell-Stopher, founder of Products of Change, the team behind SiLC 23, says: “This year, SiLC 23 will be showcasing the solutions and answers to questions we have all been asking. The narrative woven through each and every session we have lined up not only provides attendees the thinking space for how to progress on their own journeys with sustainability, but presents some hugely exciting and defining technologies and solutions as to how we, as an industry, can really start to move things forward.

“We believe SiLC 2023 will be one to remember as the moment a new era for more responsible and sustainable licensing was ushered in.”

Keep an eye on the website for full details: www.sustainabilityinlicensing.com.

Above left: The LEGO Group has put it on record it will begin the process of measuring the carbon of all its activities from as early as 2024.

Inset: SiLC 23 will also offer good networking opportunities, encouraging collaboration throughout the industry.

NATION: SUSTAINABILITY

With educational hub Products of Change continuing to drive and inspire activity across the consumer products space, sustainability is no longer a buzzword, but a ‘must do’. LSB highlights some of the latest news.

Tesco, Hasbro and Wastebuster mark ‘turning point for toy circularity’

Tesco and Hasbro have joined forces with the environmental education company, Wastebuster, to trial an instore campaign that turns broken toys into books and reading resources for UK schools.

A major development for both the Recycle to Read and Products of Change (which has been central to the project), the trial encourages families to recycle their broken, hard plastic toys via toy recycling bins placed in select Tesco stores.

Easy being green

The scheme – which runs until 4 December 2023 – will start with 19 Tesco stores across the Sussex area before being rolled out to all Tesco stores if it proves to be successful.

Backed by Hasbro, the initiative aims to drive a circular solution for unwanted or broken toys by encouraging families to rehome toys through charitable giving to friends, family, school toy sales, or local charities. Broken toys can be recycled in store – where they are collected, cleaned, and turned into plastic pellets before being used to create new items.

Rehomed and recycled toys can be registered via the Wastebuster website to earn Planet Care Points for any schools in the Sussex area. The Recycle to Read scheme will then reward the 50 highest point-scoring schools with book vouchers from a prize fund of £5,000 to spend on a wide range of books from Harper Collins. Schools can also win book bundles provided by Farshore and Ladybird in a weekly prize draw.

Helena Mansell-Stopher, founder of Products of Change, said: “The Recycle to Read platform is the result of tireless work of an industry coming together with cross-sector stakeholders around the need to find a more sustainable solution for unwanted or broken toys.

“After so many years in the making, it’s amazing to see the campaign come to life through the Hasbro and Tesco partnership. This is a hugely exciting moment that I believe represents a turning point for circularity in toys, and a wonderful example of what can be achieved when industry comes together in the pursuit of sustainability.”

Launched by Wastebuster in association with

industry and all major children’s publishers and distributors, including Immediate Media Company, Story House Egmont Redan, Kennedy, Signature, DC Thompson, Frontline and Seymour.

LEGO targets SBTi-approved net zero emissions by 2050

The LEGO Group has pledged to achieve net zero greenhouse gas (GHG) emissions by 2050 in its continued efforts to reduce its environmental impact.

The Danish toy company has submitted its intention to the Science based Targets initiative (SBTi) and will work with the platform to develop a target which will cover Scope 1, 2, and 3 emissions. The pledge is an extension of LEGO’s near-term climate target to reduce GHGs emissions by 37% by 2032, previously approved by the SBTi.

The LEGO Group will develop a climate transition plan and roadmap to achieve the 2050 target with plans to triple its investment in environmental sustainability over the next three years. It plans to spend $1.4bn on sustainabilityrelated activities, including designing buildings and sites to be carbon neutral, increasing production of renewable energy, and joining forces with its suppliers to collectively reduce environmental impact.

“Our immediate priority is to meet our 2032 carbon reduction targets and we’re making progress across a range of initiatives,” said LEGO’s ceo, Niels B Christiansen. “This new long-term goal will ensure the decisions we make today will reduce our carbon footprint over the coming decades.

“It will also encourage future generations of LEGO employees, partners, and suppliers to continue working with a sense of urgency to reduce the environmental impact of our business.”

Above: The LEGO Group will develop a climate transition plan and roadmap to achieve the 2050 target.

The Wombles ties with Environmental Street Furniture

From Wimbledon Common to your own back garden, the Wombles have wandered into a fascinating new partnership with Northern Ireland’s leading outdoor product manufacturer, Environmental Street Furniture Building on the Wombles’ mission to harness only partnerships that boost and build awareness of environmental issues, the partnership will witness the launch of Wombles-themed bins, benches, picnic tables, planters and activity games tables.

The Wombles Collection by ESF was unveiled at the Resource and Waste Management expo in Birmingham.

The characters were brought out of hibernation in 2020 and have since inspired a new generation with their sustainability and positive environmental messages. The Wombles ethos is that no action is too small to make the world a better place.

The Wombles Collection by ESF includes the Tobermory Smart Bin – a fully solar powered bin equipped with an automatic compactor that reduces street litter collections by up to 90%; the Wellington Solar Bench, a solar powered bench offering wireless and wired phone chargers; and the Orinoco Activity Picnic Table, a wheelchair accessible picnic table with activities including Wombles Ladders of Wimbledon Common Maze.

All the themed recycled products in the collection have been made using Plaswood, a Berry Global Product, which is an established market leader in recycled plastic.

Alan Lowry, md at ESF, said: “Getting the chance to launch The Wombles Collection by ESF to a global audience as the show celebrates its 50th anniversary is a very proud moment for our company.

“Aside from the nostalgia, we want to continue to promote the message that the show is renowned for –encouraging recycling reducing waste, upcycling items, and making good use of bad rubbish.”

The collection has been developed for use across public parks or spaces, educational facilities such as zoos, theme parks, as well as by businesses or organisations investing in their ESG.

Nobody’s Child launches first Digital Product Passport

The range will be available online at nobodyschild.com and Nobody’s Child stores, as well as at key retail partners including M&S, John Lewis, and ASOS. Nobody’s Child plans to have Digital Product Passports (DPPs) across all garments by the end of 2024.

The DPP has been designed with upcoming EU product transparency legislation in mind, ensuring all key product information is captured and catalogued to be presented to customers in full transparency.

Fearne Cotton’s Happy Place fashion collection will be the first to debut a new Digital Product Passport mechanism developed by the responsible fashion brand Nobody’s Child and devised to empower customers to make more conscious and informed choices.

Unique QR codes containing all the information customers will need to understand the journey of a product’s creation will be added to the care labels of each item in the Happy Place Fearne Cotton collection.

Powered by Fabacus, a leading retail technology company, the platform tracks and translates the gathering of numerous data points. Having built relationships with a close network of suppliers, Nobody’s Child has been able to map key stages of the supply chain, from the processing of raw materials through to the yarn and fabric mills, and finally top the garment factories.

“I’m delighted to announce that Nobody’s Child has launched Digital Product Passports,” said Jody Plows, ceo at Nobody’s Child. “Working with Fabacus and Coinbase is a huge step forwards in our journey towards full traceability and transparency.

“We know that our Nobody’s Child customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”

Inset: The Wombles Collection by ESF was unveiled at the Resource and Waste Management expo in Birmingham.

Inset: Nobody’s Child plans to have Digital Product Passports across all garments by the end of 2024.

Sustainable gains for global industry

According to the results of the 2023 Top Global Licensors report issued this summer, 28% of respondents believe there is now greater opportunity to be had in the growing accessibility of sustainable product innovation in the licensing sector.

In the four years since Products of Change started as an industry movement, the sustainability conversation has gathered not only momentum but a growing community of brand owners and licensees keen to help transition the industry towards a healthier future.

It would appear that almost one third of the $340bn global licensing industry now sees greater opportunity in engaging in sustainable development, while the magnitude of the brand owners and businesses to be throwing their might behind the cause is as equally encouraging.

The Walt Disney Company topped the table of Top 20 Global Licensors by total retail sales this year, some $30bn clear of its closest rival with $61.7bn in sales over the last 12 months. With such an influential presence within the licensing sector, it’s encouraging to find Disney carving a path towards sustainable development with plans to tackle its Scope 1 and 2 emissions as well – perhaps more importantly – its Scope 3.

Disney has set goals to increase the use of recycled, certified or verified sustainable paper and wood; use plastic that contains at least 30% recycled content or a lower-impact alternative material; better design its packaging for reuse, recycling, or composting; and achieve net zero emissions for direct operations by 2030.

Mattel, which ranked eighth with $8.08bn in full year retail sales, has also set clear ambitions to achieve 100% recycled, recyclable, or bio-based plastic materials within all its products and packaging by 2030.

Ella’s Kitchen teams with the RSPB

Talking Tables celebrates first year as a B Corp

Talking Tables celebrated its first anniversary as a B Corporation with an update on its performance against its key goals to improve its environmental and social impact for the year.

In the last 12 months, the partyware specialist has made a number of advances in reducing its impact on the environment and deliver social impact for employees and the local community.

The team this year achieved First Mile Gold Status, meaning it is now recycling 80% of its waste at its head office and hopes to reduce water and energy usage by 10% this year.

Talking Tables also hit its reduction target for the use of single-use plastic, coming in at 4% for its new autumn/winter collection.

As the London-headquartered business continues its net zero journey, it will be using new carbon measuring tools to understand the key levers of change it can implement to reduce the carbon impact of products.

Founder Clare Harris, said: “I wish to do business in the best way I can and the B Corp structures immediately resonated with my values. When out shopping for myself or the business, I now gravitate to those products with a B Corp logo so I give my spending pennies to brands who also seek to do business in a better way.”

The B Corp certified kids’ food group, Ella’s Kitchen has partnered with the RSPB to launch a 30 by 30 campaign to protect and restore 30 million square feet of naturerich wildflower and grassland meadows by 2030.

The effort will bring to life a pipeline of projects now planned for the next seven years to maintain and restore these vital landscapes and protect the homes of birds, bees, and bugs, enabling Ella’s Kitchen to play a role in safeguarding the UK’s biodiversity and its food supply for future generations.

The RSPB will share its knowledge, expertise and networks to educate the brand on how to further embed nature throughout its business, while the Ella’s Kitchen team will tap into the resources the RSPB provides to support parents and children to reconnect with nature and help protect wildlife across the UK.

Studies have found bees, butterflies and other insects to be crucial to food security, contributing to the production of one third of the food we eat. However, the UK has lost almost half its biodiversity since the 1930s, including 97% of wildflower meadows.

“This partnership with the RSPB builds on our commitments to reduce our emissions and work to help champion nature to date,” said a spokesperson for Ella’s Kitchen. “This includes setting near-term science based targets to reduce carbon emissions, our work with tree conservation, and rewilding partners Trees for Life, and our recent commitment to make our pouches 73% fully recyclable at kerbside by the end of 2024.”

For the first three years of the RSPB partnership, the pair will be working to restore and protect 15 million square feet of land followed by the shared ambition to deliver a further 16 million square feet by 2030.

Below One of Disney’s goals is to achieve net zero emissions for direct operations by 2030.

Above: Talking Tables is now recycling 80% of its waste at its head office.

Inset: The UK has lost almost half its biodiversity since the 1930s, including 97% of wildflower meadows.

Case study in success

City and Hong Kong, Licensing Matters

Licensing Matters Global was established in 2018 by Maxx Marketing, a specialist in product-based promotional campaigns for global FMCG brands, to better leverage the licensing expertise the company had gained over its (at the time) 20 years in business. At the same time, a third wing of the company, YuMe Toys, was launched to develop a presence in the mainstream toy market.

“Doing everything in one go was tough,” admits Felipe Noriega, “but we brought in experts in every space, like Leila, who has worked at Warner Media, Beanstalk, Hasbro and more, and is known by everyone in the licensing industry.”

Working “in synergy” with the other two core Maxx businesses comes with huge advantages for LMG, Leila Loumi explains.

“Through Maxx Marketing and YuMe we have fantastic

knowledge of production processes and quality control, which is a bonus for most of our clients. We understand all the production stages, and it’s reassuring for our clients that we have a proper quality control team who can visit the factories in person. It’s something we can offer that some of the bigger licensing agencies can’t.”

LMG has made a name for itself in what Felipe calls “medium-sized consumer goods categories”.

“We’re talking about semi-professional audio accessories, home entertainment systems, white goods, high-spec luggage,” he explains. “These are not your typical licensing categories. Deals in this space can take a lot of time and effort to develop, but are ultimately very profitable for brands.”

“We try to find untapped categories to launch our brands into,” Leila adds. “When people talk

Inset: Perfetti Van Melle’s Fruit-tella brand is expanding with collaborations such as flavoured water enhancers. Below: Most of the brands LMG represents are corporate brands of long standing, such as Shure which is 99 years old.

about licensed hardlines, they maybe think of toys, or stationery, but as Felipe has mentioned, we’ll look at things like consumer electronics, power tools, industrial machinery. We also look at markets outside the obvious, like the Balkans, Central Eastern Europe and Asia Pacific –places which might not be as mature in terms of product categories.”

One good example of LMG’s out-of-the-box thinking is the recent Peugeot partnership with premium French luggage brand Delsey Paris. The collection boasts innovative features like built-in antiRFID (radio frequency identification) pockets designed to prevent personal electronic data theft.

“Peugeot has been around for over 200 years, and we have been entrusted by the brand to support its strategic global expansion as a lifestyle brand,” says Felipe. “We’ve helped Peugeot penetrate the electric appliances sector in Asia and LATAM, and we’re always looking into other categories that sit far away from your typical auto brand products.”

Another LMG client with a long history – although it’s a sprightly 92 to Peugeot’s 213 – is Perfetti Van Melle’s Fruit-tella, which LMG has been tasked with taking into new categories and markets. Recent brand collaborations include flavoured water enhancers, which hit stores this summer; lip balms (sold at Primark); a Claire’s accessories collection, and bath fizzers and sponge gift sets, launching soon.

“The beauty of Fruit-tella is that it has launched a vegan range, which makes the brand stand out in the confectionery space and taps into a new demographic of consumers,” says Leila. “That in turn is opening doors, attracting more companies – especially on the cosmetics side – that are vegan-

friendly.” Once the brand is well established in the EMEA market, expansions in other key regions will follow.

Growth is carefully strategised for all LMG’s clients. “At the beginning of the relationship with every client, we spend the time and the resources necessary to produce a long-term strategy that meets the business’ specific needs,” explains Felipe. “We take a surgical approach to brand extensions rather than a broad brush, one-sizefits-all approach, like other larger agencies might do. Our clients really value this approach, and they reward us with continued support.”

“Another thing clients value is our style of account management,” Leila explains. “Something which is very specific to LMG is the love and care and high level of marketing support we give to licensees. We make sure the brand owners collaborate closely with the licensee as well, so they are basically supporting the products and the brands together hand in hand.”

The LMG formula clearly works. “Most of the brands that we represent are corporate brands of long standing,” says Felipe. “Shure is 99 years old, KFC is 72, Peugeot is 213, and we also represent Yale [est.1701] and Harvard [est.1636]. I think our strategic approach and the dedicated level of customer service that Leila mentioned has earned the trust of companies that have a long tradition to protect. Our role is to create culturally relevant brand extensions that attract younger generations of consumers to these brands while safeguarding their legacy.”

So, what’s next? “The next six months are super-exciting,” says Felipe. “We can’t tell you yet about all the new products we have in the pipeline under the KFC, Shure, Ultraman and Peugeot banners, among others, but they’re all launching by Q1 2024. Hopefully then we can have another chat!”

Inset: Global senior licensing director Leila Loumi and Felipe Noriega, vice president and regional director EMEA, pictured at this year’s Licensing Expo.

Inset: Peugeot has recently partnered with premium French luggage brand, Delsey Paris.

From The Rolling Stones to Post Malone, The 1975 to Elton John, Bravado –Universal Music Group’s brand licensing and merchandise division – is set for a great year, buoyed by an expanded roster and the continued demand for live music. LSB checks in with md David Boyne to find out more.

In tune

David Boyne, md of Bravado, is in a buoyant mood when LSB catches up with him in early September. When asked how the past 12 months have been in general for Bravado, he opens with a simple “brilliant”.

David continues: “As we saw the continued opening up of live shows in 2022/23 our touring activity is going from strength to strength and is set for a great year. Additionally, our e-commerce and retail business is very strong. Meanwhile, Matt Young, our global president, is actively leading the expansion of our already impressive rostermeaning we are working with more and more great artists. IDLES, Post Malone and Olivia Rodrigo are among some of our latest signings.”

These new signings join a roster of global superstars as diverse as The Rolling Stones, Queen, Elton John, Tupac, The Weeknd and The 1975 to name just a few. The UK team is 50-strong across all areas of the business including sales, A&R, supply chain, design and finance, with David adding: “Engagement with all the frontline labels

Rocket powered

The Elton John Corner Shop at Selfridges ran for four weeks earlier this year, tying in with the superstar’s farewell tour.

“As Elton’s Farewell Yellow Brick Road tour reached its climax, we wanted to do something truly memorable for Elton and his fans – we knew our friends at Selfridges would deliver,” says David. “I think our elevated product range working with incredible brands, and special music releases in the most spectacular retail landscape delivered something really special for the fans.”

David admits that installations such as pop-ups and experiential activity are very important when building a programme around Bravado’s roster of artists. “So much of a fan’s daily consumption of music is digital; our ability to engage via tangible product and experiences really makes a difference. In the past 12 months, for example, we have had pop-ups for Billie Eilish, Blackpink, Stormzy and The 1975. All have been extremely successful, not just financially but also giving the fan an unforgettable experience.”

Inset: David Boyne, md, Bravado.

Inset: The Elton John Corner Shop at Selfridges ran for four weeks earlier this year.

plus our Bravado colleagues around the world, particularly in New York and Los Angeles, is crucial to provide the best possible service to the artists we represent.”

These services certainly extend well past the old trope that music licensing was all about tshirts. “I think from a product perspective we are all looking to deliver a much wider offer than just t-shirts, yes,” says David. “We develop products across a multitude of categories - but it is more than just a product conversation. We are more than a merch company; we are a brand management company. So, we work with our artists to help develop their brand through product, distribution and collaborations, as well as experiences where artists and fans can engage – this is really important to us and our artists.”

The retail appetite for bands and artists has also changed. David continues: “Retailers want to buy into a ‘story’ or collection rather than individual pieces. I also see the continued move from being in distribution for music retailers such as HMV and EMP to fashion retailers such as Selfridges, Primark and Urban Outfitters.”

There are challenges too, of course, with David admitting that the fallout from Brexit is still being felt: “For us the movement of stock across Europe for our touring business has created a significant amount of additional work. It really has been a challenge to manage, particularly as it has been such a massive touring year for us.”

‘Massive’ is also a word that David uses to describe the new music releases coming up over

Rolling with it

The licensing programme for The Rolling Stones continues to be a bedrock of the Bravado roster, underlined by its win at The Licensing Awards 2023 for Best Music or Celebrity Licensed Property.

“The love for the Stones continues to grow,” says David. “From our incredible store, RS No. 9 Carnaby, on London’s Carnaby Street to our retail presence and collaborations with the likes of the Royal Mail and AC Milan for example, demand for Stones’ products continues to grow.

“With the release of their first new music for 18 years, the incredible Hackney Diamonds, there is no sign of this slowing down.”

the next few months.

“Keep your eyes open for them and how we are supporting with exciting collaborations and creative merchandise drops,” he says.

Looking further forward, David’s goal is simple:

“Continuing to grow our business! Our journey from a touring based business to one that through retail and ecommerce is taking more exciting product to market has been great to see. Looking forward, how the metaverse and possibly AI can be used to support the growth of our artists will be a very interesting story to watch,” he concludes.

Inset: RS No. 9 Carnaby marked the release of The Rolling Stones’ first new music for 18 years, Hackney Diamonds.

Inset: The Blackpink pop-up coincided with the band’s appearance at BST Hyde Park in the summer.

Inset: Pop-ups and experiential activity – such as this Billie Eilish store – have become key for Bravado.

WE ONLY WORKWITH BRANDSWE LOVE

I’m with the brand

LSB takes a look at some of the latest collaborations, launches, initiatives and upcoming BLE activity in the brands, lifestyle and heritage sector.

Historic Royal Palaces is in fashion

technology, maths and medicine, attracting millions of visitors each year.

The Group aims to capture the same spirit in its licensing programmes, looking to leverage the diverse portfolio of IP spanning STEM licensing, via the Science Museum brand, through to heritage properties which celebrate the golden age of steam, such as Railway Museum and locomotive icons such as Flying Scotsman.

The Group will be at Brand Licensing Europe (stand B271) showcasing STEM themes such as outer space, the natural world and scientific heritage for its Science Museum brand.

In addition, 2025 marks 50 years of the National Railway Museum, with the Group talking about opportunities across the vast library of vintage imagery.

This is in addition to licensable IP connected with some of the world’s most famous steam locomotives, such as Flying Scotsman, Mallard and Stephenson’s Rocket (which will be 200 in 2029)

Inspired by the successful Crown to Couture exhibition at Kensington Palace, the brand Olympia Le-Tan has created three unique limited edition clutch bags to kick off its three-year licensing deal with Historic Royal Palaces Items from the exhibition have been interpreted across the brand’s signature book clutch for the collection, which have all been hand embroidered with silk thread and felt appliqué, a technique that can take up to 300 hours to complete.

Jenny Smyth, licensing manager at Historic Royal Palaces, said: “We’re hugely proud of our new partnership with the brand Olympia Le-Tan. The handcrafted nature of these pieces and the skill that has gone into producing them is reflective of the time and effort that has gone into creating some of the historic pieces in this exhibition, including the exquisite Spitalfields Mantua. This is a striking interpretation of what the Historic Royal Palaces licensing programme represents – be inspired by the past to create stunning product for today.”

Inset: The five sites of the Science Museum Group attract millions of visitors each year.

Above: The three limited edition clutch bags kick off a three-year licensing deal.

Art Ask Agency will be rocking at BLE

Art Ask Agency will be unveiling an array of brands at ExCeL during October’s Brand Licensing Europe (stand C271).

The ‘whimsical wonders’ of Pets Rock will see pets take centre stage in vibrant, pop culture infused artwork, while the Anne Stokes Collection will tempt visitors into mystical realms with its ‘fantasy meets reality’ designs.

The timeless patterns of Turnowsky will line up alongside the urban artistry of Italian street artist TVBoy, while Brandalised will offer visitors the chance to engage with a thought-provoking world where art and activism intertwine.

A feast for the eyes

Pink Key Licensing will be showcasing its expanding range of food and corporate brands at BLE (stand B269)

The agency manages established programmes for Kellogg’s (including Tony the Tiger, Froot Loops, Pop Tarts and vast archive); Pringles; SLUSH PUPPiE; Pan Am; Jane Asher; and Bel Brands (including The Laughing Cow and Babybel); as well as growing programmes for Vimto and Peperami with its notorious front man The Animal; plus a programme focused wholly on sustainability for Quorn

Pink Key will be looking for retail and licensee partners for food and non-food collaborations right across Europe, and will be particularly interested in talking to potential partners for brand collaborations. The agency manages the rights for its brands across Europe with additional rights depending on each brand. It is also able to co-ordinate and manage deals for anyone looking for a collaboration on a global basis.

In bloom

RHS will arrive at BLE (stand B255) on the back of an expansion in the licensing team, six award nominations at this year’s B&LLAs, plus a raft of new products and licensees.

These include, most recently, Freckleface (home fragrances), Riley Blake (cotton quilting and sewing fabric), Turner Bianca (home textiles) and Threadbare (apparel for women, men, children and – in a first for the RHS – for dogs). In addition, new licensees are pending across home, garden and gifting.

Core gardening categories are also seeing growth, with a major focus of the RHS stand being the launch of the RHS Crops in Pots trademark. This aims to build on the success of the RHS/Woodlodge ranges of pots for growing vegetables, fruit and edible flowers and highlights the core focus of the RHS: to support and encourage people on their lifelong journey with gardening.

Cathy Snow, licensing manager at the RHS, commented: “BLE will be a perfect opportunity to continue extending our brand into multiple categories, but also to work with licensees and retailers to build on our vision of a world where gardening is embraced as a way of life – a source of joy and fulfilment, building healthier lives, stronger communities and thriving environments.”

V&A expands its collaborations

The V&A will be showcasing various new collaborations at Brand Licensing Europe including with the Amsterdam-based jean maker DENHAM, which earlier this year launched a collection of unique pieces inspired by Kimono textiles.

Above: Frida Kahlo will be among Art Ask Agency’s line-up at BLE.

Above: Brand collaborations – such as this one with Anya Hindmarch and Kellogg’s – are high on Pink Key’s agenda.

Above: The RHS has recently expanded into home fragrances.

Below: V&A will be highlighting a host of recent collaborations at BLE.

RSPB soars higher in licensing

The RSPB is the UK’s largest nature conservation charity, protecting habitats, saving species and helping to end the nature and climate emergency.

BLE (stand B266) will see the charity showcase some of its most recent activity including the collaboration with Muddy Puddles from earlier this year.

The RSPB – which has almost 1.2 million members and a network of over 200 nature reserves – is looking to partner with like-minded, industry-leading brands and manufacturers to produce commercially successful products, with sustainability and our environment at front of mind.

In addition, the range from womenswear brand, Love & Roses bears statement prints in a joyful palette, inspired by the patterns and beauty of nature held in the museum’s collections.

The V&A’s stand (B251) will display the campaign imagery from the museum’s growing interiors category which has developed significantly throughout the UK, Europe, Japan and US and draws on inspiration from a variety of artefacts from the vast and diverse archives. Also on the stand will be cards, stationery and gifts from long standing licensees Museum & Galleries and Fells and more from the spectrum of licensees across multiple product categories.

Laura Ashley collaborates with Joanie

Laura Ashley – which is celebrating its 70th anniversary year – has partnered with vintage clothing brand, Joanie, on a new capsule range.

The heritage brand provided Joanie with unrivalled access to its archive to inspire the 29-piece collection, which includes dresses, shirts, jumpsuits, jackets and accessories.

Utilising classic prints from Ffion Blackberry to Peacock Damask, and Victorian-Edwardian silhouettes, the range captures Laura Ashley’s signature romantic aesthetic and features velvet party frocks, floral prairie dresses and Edwardianinspired high-neck blouses.

The collection aims to celebrate styles from the past, while offering a fresh take on new fabrics and inclusive sizing.

Busy National Trust welcomes new deals

Following the successes of the Anglepoise + National Trust collaborations Sage Green in 2021 and Buttermilk Yellow in 2022, the lighting designer has revealed a third colour - Neptune Blue - for the 2023 collection.

To date, Anglepoise has donated £35,000 to The Homewood, an early 20th century villa in Surrey designed by architect Patrick Gwynne, now cared for by the National Trust. Through sales generated from the Neptune Blue collection, a minimum of £25,000 will be given to the National Trust in 2023/24, to continue caring for The Homewood.

National Trust is also marking the latest limited edition, sustainable women’s footwear and accessory range in collaboration with Moshulu. The new eight-part range is made from sustainable materials, such as recycled plastic bottle textile, responsibly sourced leather and recycled rubber soles. The new range will support widening the stretches of the Southwest coast footpath at Wembury.

Meanwhile, camping and outdoor equipment specialist, Vango has revealed its latest sustainable collection of tents and camping accessories

Through the sales of the National Trust camping collection, Vango will contribute a minimum of £50,000 to the National Trust.

Above: The collection with Joanie continues Laura Ashley’s licensing expansion into fashion.

Inset: The new Anglepoise Neptune Blue collection is inspired by coastal references.

Founded in 1975, the European Space Agency is dedicated to the peaceful exploration and use of space. As it approaches its 50th anniversary in two years’ time, Rocket Licensing is helping it to expand further into consumer products. LSB finds out more.

the forefront of this expansion and can deliver access to the exciting world of space exploration with a variety of exclusive assets and expertise.

“That in itself is a major licensing opportunity. However, in two years’ time it will be celebrating its 50th anniversary – in the lead-up to which you can expect a lot of newsworthy and exciting space-based events that will raise its profile higher than ever.”

Rocket Licensing has the task of moving ESA into consumer products, with the agency initially targeting categories including science kits and experiential, as well as apparel, toys, games, puzzles, paper products, stationery and publishing. “There is a great market for kids’ ranges of all kinds with a cool science angle and we have beautiful, inspiring images which will work across lots of product for older fans, such as homewares and stationery,” says Charlie.

Existing deals include a Playmobil Mars exploration kit; LEGO Space Shuttle and Hubble Space Telescope set; models of Ariane from ESTES; plus Lobster and Lemonade t-shirts and a collection from Art Photo Limited showing the beauty and strangeness of Earth from hundreds of kilometres above its surface.

“There’s even a Barbie version of Samantha Cristoforetti, an ESA astronaut who holds the

Brand Licensing Europe will see Rocket highlighting a new style guide and a 2024 trend guide. Charlie explains: “Both will support a strong campaign that not only aims to raise awareness of a unique brand, with products that can be based on some of the most exciting adventures and scientific discoveries of our lifetime, but to ensure people know about the coming 50th anniversary and associated partnership opportunities.”

Rocket will be looking to deliver ESA’s ambition – to enthuse and inspire everyone with the excitement of space exploration and space science – through the consumer products, and Charlie is confident of the potential in the brand.

“The ESA brand’s associations have a powerful grip on the imagination of anyone, of any age, who has ever pondered the secrets and marvels of our universe – and let’s be honest: that’s most of us. In both the short and long-term we aim to unlock the licensing potential of humankind’s great adventure in space – and there’s a lot of licensing potential, supported by some amazing assets in the new guides,” Charlie concludes. “What other brand has design assets that include official mission patches, graphics of the Space Station, the Mars Rover and Ariane launchers, and astonishing images of Earth, Mars and far-off nebulas?”

European astronaut: 199

Inset: The European Space Agency will be marking its 50th anniversary in two years’ time.

Right: Charlie Donaldson, joint md, Rocket Licensing.

THE BIG INTERVIEW: THE NATIONAL GALLERY

Next year marks 200 years since the foundation of the National Gallery, and the globally renowned art institution is gearing up for a bicentennial “festival of art, creativity and imagination” that will set the tone for its third century. With exhibitions, online activations and refurbishment projects sure to keep the Gallery in the public eye, it’s the perfect time for licensee partners to come on board, says b2b and brand licensing director Judith Mather.

When it comes to party planning, there can’t be many tougher gigs. Kicking off in May 2024, NG200 – the National Gallery’s ambitious anniversary programme of events and exhibitions – will extend from the Gallery into Trafalgar Square, across the nation and the world.

“We’ve planned a festival of activity throughout 2024, but NG200 includes a suite of capital projects as well,” Judith Mather explains. “At the moment, the Sainsbury Wing – the newest part of the Gallery, housing the oldest part of our collection – is being refurbished, and the changes won’t be unveiled until 2025. The purpose of everything we’re doing is to accelerate the journey of the National Gallery being for all and for the nation. It’s where paintings of the past inspire people for the future and, special exhibitions aside, it’s free to visit.”

Next year the Gallery will host two big exhibitions – celebrating Vincent Van Gogh and 14th-century Sienese art – and a smaller David Hockney show. However, for those who can’t

make it to London, from 10 May next year 12 of the Gallery’s works, including Turner’s The Fighting Temeraire and Velázquez’s The Rokeby Venus, will be displayed in 12 museums and galleries across the four nations of the UK.

“It means more than half the UK population will be within an hour’s journey of one of the National Gallery’s masterpieces,” Judith says. In addition, the NG200 Art Road Trip travelling art studios will be touring the UK throughout 2024, bringing workshops and learning activities to 200 communities that might otherwise not have access to them.

The celebrations extend

Inset: The Sainsbury Wing – the newest part of the Gallery, housing the oldest part of its collection – is currently being refurbished, with the changes due to be unveiled in 2025.

Below: Judith Mather, b2b and brand licensing director, National Gallery.

Inset: Long-term licensee Prestige Flowers takes inspiration from a number of artworks for its bouquets.

to the virtual realm, too. “200 Creators is an ongoing project of ours, where key influencers and young artists around the globe are being commissioned to create works of art inspired by the Gallery, helping forge connections with a younger demographic,” says Judith.

Judith and the team will be at stand B270 at BLE, showcasing some of the Gallery’s successful global partnerships. The current licensing programme spans all major categories including apparel, homeware, food and drink, stationery, gifts, experiences and services, and approaches are particularly welcome from British licensees. “We’re open to companies looking at our collection in a creative way, such as honing in on patterns and details,” says Judith. “We possess high-resolution scans and have the expertise to ‘cut and dice’ our collection to any retailer or licensee’s requirements, whether they’re into seascapes this year, or blue, or green, while maintaining the integrity of the original artworks.”

Top performing territories

“There’s a huge appetite for Western European art, especially in the Far East,” says Judith. “52 of the Gallery’s masterpieces are currently on a tour out there, which started in Shanghai at the beginning of the year and is now in Seoul; the next stop is Hong Kong. Our biggest overseas market is China, where we’re represented by Alfilo Brands, followed by Japan [Copyrights Asia]. Korea [PNP] is also very good for us; there’s a fabulous National Gallery immersive art installation at the moment in Lunafall Park on Jeju Island.

With 2,300 paintings in its collection, including works by Cézanne, Raphael, Titian and Van Dyck, the Gallery offers rich pickings for licensees. Long-term partners include Prestige Flowers, Fulton Umbrellas and King & McGaw (fine art prints). Newer deals range from a new home collection from M&S to collaborations with Royal Mint for a £2 coin, Marmalade of London for home fragrances and Charbonnel et Walker for truffles and chocolate bars; the latter will be sold in the Gallery’s gift shops. “Our ground floor shop in the Sainsbury Wing will be a permanent fixture, while upstairs there will be a premium shop. And in spring 2025, we’re launching a Members’ House, with a restaurant and lounge, where there will be a space that can potentially be used for pop-ups,” says Judith. Boasting 244k followers and 1.5m likes on TikTok, the National Gallery is increasingly attracting a younger audience, which has led to

“The other territory that has been successful for us is South America, where we’re represented by Pepper Brands. We’ve had some great collaborations with apparel brands, such as New Era Caps, and The Tea Shop has done really well out there too.”

some exciting partnerships in the apparel space. Judith says: “We want to make old masters relevant and get people to look at them afresh, and our fashion partnerships with Topshop/Asos and Pull & Bear have been interesting in that sense, in that they’ve used some of the older works in our collection. We have a second Dr. Martens collection coming out soon, following the success of our first, which will feature a boot decorated with a skull from Still Life: An Allegory of the Vanities of Human Life by Harmen Steenwijck, as well as a sandal shoe and a rucksack.

“Partnerships like these remind people that we’re not stuffy or elitist, or London-centric. We’re for everyone.”

Inset: A still life by Harmen Steenwijck, the inspiration for a new Dr. Martens boot design. Below: Fulton Umbrellas offers a National Gallery range.

Are you

clever lazy or stupid busy?

Back in the 1800s, potential recruits to the Prussian Army went through a basic psychometric test to help assess their appropriate military rank. The test divided candidates into a four quadrant graph: Clever/Stupid – Lazy/Busy.

Stupid/Lazy people were sent to the front to die as expendable cannon fodder; the Clever/Lazy, who know what to do but aren’t going to do it, are future Generals; the can-do energy of the Clever/Busy makes them brilliant Sergeant Majors while, finally, the Stupid/Busy people are shot before they can cause any trouble.

Licensing as a business doesn’t so much shoot Stupid/Busy ideas rather than slowly strangle them, python style.

With hindsight, having spent a lot of time as an optimistic idea generator convinced of each brainwave’s massive commercial potential, I’m grateful for licensing’s tightening coils of resistance and slow learning curve.

Many-a-time valuable honest feedback in the face of persistent blind has helped divert me from disaster. The long and winding path to launching a product – gaining a brand owner’s trust, finding a

manufacturer prepared to invest in stock, tooling, packaging and sales, and a retailer open to listinghelps to refine concepts and strategies and flush out rationalisations and, if you listen carefully, prevents many bad ideas from ever seeing the light of day. That’s not to say you should be easily discouraged because no one really knows if all the work developing the product was Stupid/Busy until it hits the market. I mean who really expected Primark’s Greggs-branded apparel to be a hit?

As one of the very few people who deliberately chose a career in licensing rather than accidentally falling into it, I would definitely not have survived the Prussian Army Psychometric Test. The amounts of Stupid/Busy energy expended in what I call my ‘throwing myself against a brick wall’ phase included pitching outlandish ideas for new product development (M25 treacle? Red Bull batteries?) to reluctant brand managers while, at the same time, presenting those same half-baked concepts to manufacturers and retailers to gain momentum. Even in the face of consistently negative resistance I still managed to work on the launch of Pepsi MP3 players, TVR Torches, Page 3 Jewellery, Mitre Toiletries, Chrysler Desk Fans, London Fire Brigade Cookbooks, Ferodo Apparel and Moulinex Frozen Fruit, none of which should probably ever have existed.

The most Stupid/Busy person is so sure of their own idea that they find it difficult to conceive that it might be smaller than a better one. For example, back in 2003 I was convinced that t-shirts featuring the old blue Eveready battery logo would be ‘cool’.

Adam Bass, md of Golden Goose, on the Prussian Army’s four quadrant graph and how this can be applied to licensing.

Below: Adam isn’t entirely sure if he would have survived the Prussian Army Psychometric Test.

Having talked the IP owners –Energizer – into trusting me with this mission they half mentioned that, rather than my obsession for a range of retro tshirts, I might also want to consider extending their better known Energizer brand instead. Fast forward to 2012 when I walked onto a stand at Spring Fair and the business owner proudly showed me their extensive range of Energizer torches and Energizer light bulbs - literally a light bulb representing an idea not had: the irony still burns.

As a result of those early experiences, Golden Goose now has processes for brainstorming that overlays commercial opportunity and core brand owner ambitions onto potential extensions, with the goal of focusing our efforts on the most profitable potential brand extensions for our clients and partner licensees.

Many brand owners imagine that licensing is all just clever laziness and money in the bank, but those are the ones whose licensing programme is ready to spiral out of control, targeting the wrong customer with the wrong product and generating revenues that, in the short and longterm can cause considerable brand damage.

The potential for extending a brand is virtually limitless, but there is a spectrum of licensability. While it might be possible to imagine your brand on a range of sunglasses, it will be a whole lot easier if you’re Balenciaga. The best licensing ideas are a natural fit for the brand and the market, making the hard part of the project choosing the best partner to execute the opportunity. While finding the right partner seems easy, there is a lot of work to do even to bring the most obvious brand extensions to market. Licensing ideas start off lighter than air but they gradually pick up momentum and mass as they gather input from brand owner, manufacturer, retailer and the market feedback on the path to success, all of this input needs to be fed back into the core licensing programme in order for it to benefit from the learnings.

The key is to have a bunch of clever busy licensing people marshalling the market forces and ensuring everyone is targeting the same objective; that way your brand may well survive the battle for extension and achieve its empire building objectives.

Most of the

people I’ve met and spoken to during my long slow learning curve have been generous with their time, knowledge and experience and, while the education may be slow and expensive, it’s a lot better than being shipped to the front as cannon fodder.

Above: Energizer light bulbs were a better brand fit than retro t-shirts. Inset: The Primark collaboration with Greggs has been a big success, but the fit wasn’t immediately obvious.

FUN, IMMERSIVE, VERSATILE FUN, IMMERSIVE, VERSATILE

UPCOMING

70 Years of Bash Street Kids!

I love you right up to the moon . . . AND BACK

* Over 57 MILLION books sold in 57 languages globally

* Progressive Preschool 2023 finalist for Best Preschool Publishing with All Year Round (Walker Books) & Best Preschool Apparel (George at Asda by Blues)

* 30th Anniversary global campaign launching in Autumn 2024

* An All Year Round brand perfect for key seasonal moments including Mother’s Day, Valentine’s Day, Easter, Birthdays and Christmas

www.guesshowmuchiloveyou.com

For more information please contact Pindy.O’Brien@walker.co.uk

International Licensing and Market Development Director

“This is a book which both parents and children adore… any adult will happily read over and over again at bedtime!”

The Guardian

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:

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

For licensing opportunities please contact: licensing@hrp.org.uk

WWW.HRP.ORG.UK

The National Gallery in London, is one of the greatest art galleries in the world, housing the nation’s collection of paintings in the Western European tradition. The collection includes works by Artemisia Gentileschi, Bellini, Cézanne, Degas, Leonardo, Monet, Raphael, Rembrandt, Renoir, Rubens, Titian, Turner, Van Dyck, Van Gogh and Velázquez.

Founded in 1824, we are look forward to our Bicentenary next year, marking 200 years of bringing people and paintings together. We invite everyone to join the celebration as part of our events and exhibitions that extend from the Gallery into Trafalgar Square, across the nation, and to the world. We welcome licensing partners to join our global programme at this very exciting time. From wide ranging categories including apparel and accessories, homeware, food and drink, stationery, accessories, and gifts, as well as with services and experiences.

Highlights of our most recent collaborations for our Bicentenary year include Dr Martens, one of our most successful collaborations to date, with a new range of shoes, boots and bags. Charbonnel et Walker, Britain’s first and finest chocolatier, with a range of luxury chocolates and truffles. Gardiners of Scotland, with a range of delicious handmade fudge and confectionery. Marmalade of London, with a scented range of natural, sustainable, and ethically sourced candles and diffusers. Sahinler, specialist tailor-made apparel designers. All featuring images of some of the most loved paintings by world-famous artists at the National Gallery.

Visit us at Brand Licensing Europe, Stand B270 or email to see how you can get involved in our global licensing programme and our Bicentenary opportunities at the National Gallery. LICENSING

Judith Mather

judith.mather@nationalgallery.org.uk

B2B and Brand Licensing Director

+44 (0) 20 7747 5973 • nationalgallery.org.uk

Help us to look after nature, beauty, history – for everyone, for ever

The National Trust is Europe’s largest conservation charity founded in 1895 to ensure access and care of our nation’s heritage and beauty for everyone to enjoy. Today, across England, Wales and Northern Ireland, we continue to look after places so people and nature can thrive.

Our award-winning licensing programme reflects who we are as an organisation, through thoughtful and innovative product ranges inspired by our values, and the properties and collections in our care. Every penny we generate helps us to deliver our conservation goals, offering customers an opportunity to give back to a cause close to their hearts. Our collaborations bring the stories of the National Trust to life across the Home, Garden, Outdoors and Lifestyle Gifting categories, with more to follow, and enable us to reach different audiences with our purpose.

To learn more about our licensing programme, please visit nationaltrust.org.uk/LS-brand-licensing or contact us on brandlicensing@nationaltrust.org.uk

©National Trust 2023. Registered charity number 205846.

5.7 million members and over 44,000 volunteers

The National Trust cares for 250,000 hectares of countryside, 780 miles of coastline and 500 historic properties, gardens and nature reserves

The Natural History Museum’s mission to create advocates for the planet is mirrored in its award-winning licensing programme, which inspires a love of nature through innovative product ranges.

Winner of 4 awards at the 2023 B&LLAs including Best Heritage Brand for the 4th consecutive year and the Sustainability Award for its homewares collection with Dunelm.

New licensees include Galt Toys, A2V, Blues Clothing, Biscuiteers and East End Prints.

Collection of trend-led style guides and creative archives with over 9,000 images to inspire product collections

For licensing opportunities, please contact:

Maxine Lister - Head of Licensing m.lister@nhm.ac.uk

+44 (0)7584 587 304

Emma Russell - Senior Licensing Manager emma.russell@nhm.ac.uk

+44 (0)7823 827 258 Visit us at BLE. Stand no. B263 www.nhm.ac.uk

440 Over video games sold worldwide

million

7713 Pokémon TCG: countries and regionslanguages

Pokémon animated series:

1,00 0+episodes, 25 seasons, 30+ languages, 23 movies

15 Pokémon mobile apps for Trainers of all ages

For licensing opportunities, contact:

Pokémon. ©1995–2023 Nintendo / Creatures Inc. / GAME FREAK inc.

Botanical imagery to feed your imagination

MEET US AND FIND OUT MORE

We are the UK’s leading gardening charity, recognised around the world, helping anyone, anywhere to garden and enjoy their lifelong gardening adventure.

We’re growing our licensing programme, reaching new audiences with our amazing botanical imagery. If you are a licensee or retailer looking for exciting opportunities across the home, gifting, children’s and gardening product categories, come and speak plant to us.

BLE 4 - 6 October 2023 – Stand B255

Scan the QR code or email licensing@rhs.org.uk

rhs.org.uk/shop/licensed-products

• Over 14 MILLION books sold worldwide in 42 languages

• Over 19 MILLION YouTube views of Michael Rosen’s book-reading

• 2022 PPA WINNER of Best Preschool Publishing Range

• 2023 LICENSING AWARD FINALISTS with baby apparel by Blues and Audio Character from Tonies

• City-wide Leeds Bear Hunt sculpture trail between July–

September 2023 raising funds for Leeds Children’s Hospital

• Multi-sensory trails launching at Kew Gardens and Wakehurst

October half-term 2023

www.jointhebearhunt.com

For more information please contact Pindy.O’Brien@walker.co.uk International Licensing and Market Development Director

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...

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.

A FEW OF OUR HOT RIGHT NOW LICENSES

Dress Up/Party

Go Bananas with Despicable Me

Minions Foil Balloons & party!

Have a roarsome time, with our Jurasic World foil balloons!

Check out our NEW Gabby’s Dollhouse foil balloons!

Channel your inner Troll with our range of & foil balloons! Trolls Dress up

4 sided design

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

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.

WANT TO GET IN TOUCH WITH STEAMFORGED?

For trade enquiries, reach out to toby@steamforged.comFor retail enquiries, reach out to jo@steamforged.com

WE SIMPLIFY SUSTAINABILITY

A membership community to support and educate your transition to a sustainable and profitable future.

We work with:

• Brand Owners

• Licensed Manufacturers

• Retailers

To help you build:

• For the environment

• For society

• For the future

With education and support with:

• Governance

• Legislation

• Guidelines

Products of Change Membership

Products of Change Media

Products of Change Events

Products of Change Consultancy

Driving business towards a regenerative future

Online educational modules

Online digital hub to connect with members

Sustainable research and insights

Live webinars

Topic specific working groups

Discount to in-person workshops

Discount to our annual conference (SILC)

A safe community to learn together

Character Clothing Specialists

and Suppliers

INTELLIGENT BUYING FOR LICENSED PRODUCTS

FOR BRAND OWNERS

A virtual shop window directly onto retailer buyers desktops

■ View popularity of products via your unique dashboard

■ Aide licensees quest to place products in front of retailers

■ Products displayed in via photos and descriptions controlled by you

FOR RETAILERS

It’s a secret weapon for buying the right product at the right time

■ Browse products by powerful search tools

■ Consider timely buying by our brand populated calendar of events

■ Buy safe in the knowledge that all products are officially licensed

Interested in learning more? Contact us through our website www.thebrandinformer.com

@Brand_Informer@TheBrandInformer@TheBrandInformer

Brand Licensing Agency

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.

WE DESIGN & MANUFACTURE PRODUCTS & PACKAGING

Creative Solutions and Design Agency

A trusted partner for brands, licensees and agencies.

‘Proud

Some

START LICENSING LIMITED Licensing Agent & Consultancy

Start Licensing are an award winning Licensing Agent who represent companies such as Aardman Animations, Britvic Soft Drinks and The Ashmolean Museum as a Licensing Agent.

They also offer Licensing Consultancy services.

Consultancy clients have included Channel 4, The Royal Mail, The National Gallery and Rebellion Publishing.

Start Licensing are experts in licensing. Combining a strategic approach with commercial acumen and creative vision.

For more information and to have an initial chat please call

Ian Downes on 07776 228454 or email ian@startlicensing.co.uk @startlicensing

fromStandout Herd!the

WE SIMPLIFY SUSTAINABILITY

A membership community to support and educate your transition to a sustainable and profitable future.

We work with:

• Brand Owners

• Licensed Manufacturers

• Retailers

To help you build:

• For the environment

• For society

• For the future

With education and support with:

• Governance

• Legislation

• Guidelines

Products of Change Membership

Products of Change Media

Products of Change Events

Products of Change Consultancy

Driving business towards a regenerative future

POC membership brings you:

Online educational modules

Online digital hub to connect with members

Sustainable research and insights

Live webinars

Topic specific working groups

Discount to in-person workshops

Discount to our annual conference

(SILC)

A safe community to learn together

What should you look for in a Licensing Management Software Provider? EXPERIENCE

What should you look for in a Licensing Management Software Provider? 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?“

“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.

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 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 hotels 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 floor. 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,

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!