News of the world

From Belgium to the US, LSB chats to a selection of licensors and agents based outside of the UK to find out their takeaways from 2021, what they see as the biggest opportunities and challenges for licensing moving through 2022, their aims and what word they would use to describe business in both the year just gone and the new one just beginning.

Below left: 2021 was better than expected, says Valentin.

Below: Ilana says that diversification remains a key initiative for Jewel.

Spain: Valentin Ortiz, ceo, Stor

“2021 was better than expected – based on the current business environment, we would not imagine to have the successful year that we did. Our aims for 2022 are to keep the expected

growth and focus on the new product

development, which is launching in April and October on home products and kids lines. We see a big opportunity in home tableware for adults, including Christmas and seasonal options. Summing up 2021, I would say that businesses are never failing to surprise us and I hope that 2022 is more stable sourcing wise.”

US: Ilana Wilensky, president, Jewel Brand & Licensing

“2021 was a very good year for Jewel, especially considering the ongoing uncertainty in the world. Thanks to the hard work and dedication of the Jewel team, our clients and licensees, we’re experiencing significant growth. We hired two new licensing managers and have added an associate creative director starting January. We re-launched the Jewel website to better reflect the company we are today and where we’re heading.

Diversification remains a key

initiative for Jewel. Our goal is to have a diverse portfolio of clients, a range of licensees in many different product categories, distribution at all retail levels around the globe and various services we can offer to licensors, licensees and retailers. 2021 was ‘perseverance’ and I hope 2022 will be ‘prosperity’.”

France: Capucine Humblot, head of licensing and merchandising, Xilam Animation

“2021 was better than expected for us given the challenges everyone was facing. It was a hugely important and successful year for our new original property, Oggy Oggy – a preschool spin-off to our Oggy and the Cockroaches franchise. The CGI series launched globally on Netflix in August and we secured Simba Dickie Group as the master global toy partner for the brand. We also brought several licensing agents on board for the brand in key markets. We’ll be working on expanding the licensing offering for Oggy Oggy with the aim of securing new partnerships for key categories, such as games, publishing, fashion, gifting and more. Retail activations will also be a key focus for this year. For 2021, my word would be ‘patience’ – we all faced another year of many different challenges, but by being patient with one another, we were able to get through it together. For 2022, I hope the word ‘enthusiasm’ will encapsulate the year as we once again come together to positively embrace new challenges, projects and opportunities, and to hopefully build a brighter future for us all.”

Germany: Marco Hüsges, ceo/founder, the emoji company

“2021 was a solid year for our company. Of course, Covid does have an impact on both revenue and earnings, but the business has been better than expected and stable throughout many categories and offered new growth opportunities, in particular in the digital field. We launched our own digital first series – emojtown - on YouTube and introduced many cool new characters based on the original IP. The first six months already constituted a tremendous success; we have surpassed more than 260k subscribers and reached about 75 million views. So next to our core emoji brand business we are building - together with Wildbrain CPLG - the consumer products programme for this new IP, which is very exciting and offers brand new opportunities in different target groups and markets. We will also be operating various DTR and loyalty programmes with leading European retailer and grocery chains across EMEA, as well as international QSR programmes and continuing our expansion in China. ‘Hibernation’ would be a good way of putting 2021 into one word, while ‘projectable’ is what I would like us all to say again in 2022.”

Right: the emoji company launched new digital-first series emojitown on YouTube in 2021.

Belgium: Arno-Laurent Dieteren, global license director, Erve Europe

“2021 was very good for our business. We have been able to remain flexible and adapted to quick changing circumstances. As ERVE Group, we are at an all-time high turnover level and we are financially very solid and prepared for our long-term goals. This brought us in the position to invest in 2021 in the new IP successes for our gaming, brands and licence departments. We served customers in 27 countries in Europe, in Russia and in UK and Ireland. A big part of the ERVE’s success comes from controlling the full supply chain. With our own colleagues in the production countries, our customers feel confident and assured to collaborate with us. It’s a matter of proven trust and that makes us proud. An opportunity is our ever growing gaming

portfolio of licences. Existing and new partners are asking us to be their gaming supplier and we are thrilled to share our in-house knowledge and create great creative new collections with 21 designers around the world. Having eight offices in three continents allows us to be close to the local markets and better understand the needs of our partners. The global pandemic continues and the future cannot be predicted with confidence at this time. The disruption in the supply chain has a substantial effect on the logistic costs and cost of raw materials, to distribute and produce our goods. In combination with a global inflation, this is affecting our and our partners’ business. We are curious to see how consumer behaviour will be impacted by higher in-store prices. At the same time, we feel stable, confident and financially prepared for it.” Above: Erve’s ever growing portfolio of gaming licences is a great opportunity, says Arno.

Canada: Jonathan Abraham, vp sales and business development, Guru Studio

“2021 was a year for finding creative solutions to difficult problems. The world was faced with plenty of challenges with regards to logistics and supply, but Guru was able to navigate through and deliver on our initiatives. We launched the True and the Rainbow Kingdom toy line with our master toy partner United Smile in Q4 during the height of the shipping challenges out of China. The line features a collection of figures, play-sets, vehicles, plush and musical dolls based on the series, and we’re excited to see it on shelves. There is a lot to be excited about in 2022. Pikwik Pack’s toy line will launch this year with our partner Playmates Toys, along with a line of books from Scholastic based on the series. We have multiple strong licensees newly on board for True and the Rainbow Kingdom that are gearing up for product launches. We will also be announcing some new IP this year that we are very excited about. Like everyone else in the licensing industry, challenges will continue with supply and shipping. Those challenges do provide plenty of new opportunities to look for product production partners outside of China which a lot of our partners are doing. The pandemic caused a lot of retailers to take fewer risks on new properties. ‘Action’ is my word from 2021 and ‘innovation’ for 2022.”

Above: The toy line for Pikwik Pack is due to launch this year, says Jonathan.

US: Julian Zag, evp global operations and head of consumer products, ZAG

“Despite the pandemic, the past two years have been incredible for ZAG. In fact, as of last year, we’ve hit over US$1 billion in retail sales for Miraculous - Tales of Ladybug & Cat Noir worldwide. We also expanded our content offerings with the launch of Ghostforce, an original gender-neutral series for 6-10 year olds. We are so excited about our Miraculous US$100 million+ animated feature to debut in 2022 with some of the world’s best known companies on board as cross-promotional partners. We’re also currently in production on season five of the series, plus we plan on announcing a new series under our ZAG Heroez banner, an umbrella brand franchise that brings together the superheroes from ZAG’s animated properties. For Ghostforce, we closed agreements with several major partners, with toys coming from ZAG Lab and Playmates Toys, plus yet to be announced partners across publishing, apparel and costumes among others. The first products will debut in 2022. Due to Covid, retail saw many challenges over the past couple of years, but we are fortunate to not have been affected. We increased our business on e-commerce, which is why we established the new ZAG Global E-Commerce division which manages on a day-to-day basis all of our e-commerce efforts alongside our major partners, licensees, and retailers, plus reinforced and grew our team across the globe. We see more growth ahead as direct to consumer retail continues to accelerate with kids due to its strong resonance with the current generation who feel empowered in their decision making, who crave instant gratification and expect anything, anytime, anywhere.”

Above: ZAG has hit over US$1 billion in retail sales for Miraculous - Tales of Ladybug & Cat Noir worldwide, says Julian.

Spain: Guillem Rey, md, Caravanserai

“We are proud to say that, even with the tough circumstances we have all passed, 2021 was a good year where results have been positive. It was, in fact, better than expected. We assume that the kind of properties we manage is at the essence of our results because they are all long life and internationally recognised properties, and timings are not so relevant as it may happen to others. In 2022, we first want to consolidate our results and keep teaming up with our partners to accommodate our efforts to what the market is now demanding. We have also incorporated new brands into our portfolio and we will start developing the licensing programmes hopefully with completely new product categories. A key challenge is that retail needs to realise that the consumer is not a person with a passive attitude anymore, but an active one, and that retailers may not be needed any more for certain consumers or product categories. The consumer decides what to buy, where and when, no matter the offers.”

Above: Guillem believes that retail needs to acknowledge the changes that consumers have gone through.

Italy: Maurizio Distefano, president and owner, MDL Licensing

“We felt that 2021 went well – in fact it ended up much better than we had expected at the beginning of the year. As for the drivers of this welcome outcome, I believe the appetite of consumers, retailers and licensees to catch up on business opportunities lost during 2020 has played a big role. But we have also made our own good fortune. As an agency, we have developed new IP representations targeted at a wide range of age groups. This undoubtedly helped to fuel our success in the market during 2021. Our goal is to carry on the good work done during 2021 – continuing to provide a top-class service to both licensors and licensees and bringing a steady stream Above: MDL is looking to carry on its good work from of new business opportunities last year, says Maurizio. to our loyal customers. A major concern, I believe, is reduced shelf space dedicated to toys by many hypermarkets and retailers. Another big worry is the ongoing challenge faced by the apparel business; this has not yet recovered from the downturn in 2020 due to Covid-19. The word ‘resilience’ would sum up 2021 and ‘innovation’ for 2022.”

UAE: Kamel Weiss, strategic business development director, Spacetoon

“2021 was quite a year and a great comeback from 2020. We reached a new audience and fulfilled the increasing need for more localised content. We maintained steady growth in our digital media platforms and specifically our VoD service, Spacetoon Go. The audience is increasingly demanding the content on VoD more than any other media platform, so we are responding to their needs by bringing more diverse shows. Also, we were so happy to be back to the movie theatres again after the pandemic. Our movie distribution company, Spacetoon Pictures, has successfully surpassed all the expectations after the release of our flagship IP, Detective Conan 24. We were also able to introduce our first original production, Moshaya Family Animation, while our toy company – ToyPro – has made an impressive performance after launching two flagship original brands. We are extremely excited about 2022. We are planning to embark on new and exciting adventures with our audience. We are bringing some big titles to the region – such as The Smurfs, Paddington and Power Rangers – and are continuing to invest more in original productions and partnering with top family influencers in the region to introduce new animated shows. Obviously, we’re aiming for digital expansion whether pushing our streaming services or introducing new digital products and services such as NFT licensing and other licensing models in the digital space. ‘Interesting’ is my word for 2021, while ‘growth’ is my word for 2022.”

Right: Spacetoon is introducing The Smurfs to MENA in 2022, says Kamel.

Canada: Marilyn Kynaston, head of sales and distribution, Western Europe, Sinking Ship Entertainment

“We found 2021 challenging, but better than we had hoped. The LBE arm of our business was delayed earlier in the year due to institutions being closed during Covid. However once locations like museums in the US opened up, we were able to launch our successful Dino Dana experience at institutions like the Museum of Science and Discovery in Fort Lauderdale and several other locations. This then drove our Above: Marilyn is looking forward to working with new partners in book sales (Mango Publishing) various territories this year. and toy sales (Safari) for Dino Dana brand, and is continuing to grow in 2022. In 2022 we are focusing on continuing to expand our internal brands like Odd Squad and Dino Dana, as well as newer external brands like Alma’s Way. We are looking to add new categories to both the former brands, as well as work with more international licensing agencies. We’re looking forward to working with new partners in various territories including Fryday Brands in the UK, Exim in Mexico and WP Brands in Australia. We are also turning an eye to China to see how we can expand into that territory, with Odd Squad now with Tencent there. My word for 2021 is ‘challenging’ and for 2022, ‘renewal’.”

US: Robert Marick, evp global consumer products and experiences, MGM

“2022 is all about innovation. In order to thrive, we need to think outside the box with everything we do. Whether it’s creating new ways to sell and market our properties virtually; expanding into new ecommerce distribution platforms; introducing our IP using new technology such as AR and VR; or leaning into new product categories that take our brands into Above: Robert says the metaverse. It’s an exciting time to be in the that there has never been a better time to be working with MGM. licensing business and finding innovative ways to reimagine what it means to licence IP in the years ahead. I am very optimistic for the year ahead. MGM’s new television and film divisions are running on all cylinders. We continue to invest in our core franchises with new content coming out for Vikings with the Vikings: Valhalla series, Creed 3 and the new Addams Family series – Wednesday. 2022 is also about MGM’s rich film catalogue. Whether it’s expanding our licensing programme to include new horror, sci-fi or comedy titles or celebrating some important anniversaries such as Legally Blonde is turning 21, Robocop’s 35th or Carrie’s 40th. There has never been a better time to be working with MGM as we have never had as many licensing opportunities as we do now. That being said, our industry continues to face challenges stemming from the pandemic, including material shortages and product distribution issues. As a result, many licensees must be more selective of what licences they take-on and the breadth and depth of their product plans are often scaled back. My word for 2021 is ‘pivot’ and for 2022 it is ‘optimism’.”

US: Shannon Spisak, vp of marketing, Dr. Seuss Enterprises

“Throughout 2020 and 2021, Dr. Seuss Enterprises continued to see enthusiasm for the iconic properties within our portfolio despite the challenging environment of the pandemic. There seemed to be a renewed connection with nostalgia, and we were there to help. Our business has seen

steady and sustained

growth as a result. From Oh, The Places You’ll Go, which continues to be an inspirational title especially around graduation time to How The Grinch Stole Christmas, which had a banner year in 2021, both domestically and internationally with many fans embracing the character and high demand for licensing. We also celebrated the 50th anniversary of The Lorax with a licensing programme that focused on sustainability and also partnered with

The Old Vic in London for a streamed performance of The Lorax Musical in April. As we continue to see the universal appeal of Dr. Seuss expand and how excited fans are, we are looking to create partnerships with companies that meet fans where they are. In addition to aligning with best-in-class apparel, giftware, and other merchandising partners, we’re also exploring cutting edge platforms. For example, we are partnering with Dapper Labs to bring the first Dr. Seuss NFT experience to fans throughout 2022. Also, seeing the surge in popularity of audio during the pandemic, including podcasts and audiobooks, we recently signed a deal with Tonies Above: DSE has seen ‘steady and sustained’ to bring Dr. Seuss titles to the growth, says Shannon. platform. We are also hard at work developing several film projects with Warner Bros. Animation, as well as expanding programmes with our key stage and theme park production partners.”

THE VIEW FROM PLUS LICENS

Eva Karlsson, commercial director (Sweden)

“While 2020 was all about adapting and managing the changing conditions, 2021 ended even better than expected much due to strong on-going programmes with sales reaching beyond the Nordics and Europe, and by securing some new very promising properties for the Nordics and CEE. Additionally, we’ve signed up new partners in Europe from where we have built a solid base to expand our business both territory wise, as well as category wise coming into 2022. Biggest opportunities locally are Hello Kitty, Bluey, and Dino Ranch for toys and softlines. On a European level we have UCLA, Paul Frank and the University of Cambridge which all have a lot of categories still to be covered. The biggest challenges are the continued insecurity around Covid and the lockdowns, as well as the economic challenges we see coming, especially in some of our territories. Additionally, the various effects of energy and transport costs. The word for 2021 would be ‘stamina’ while for 2022 ‘optimism’.”

Left: How The Grinch Stole Christmas had a banner year in 2021, domestically and internationally.

Left: Hello Kitty is a big opportunity locally, says Eva.

Malgosia Wojtaszek, country manager (Poland)

“2021 was a challenging year for new businesses, as partners were aiming to limit the start of new and unknown business partnerships. For the properties that we at Plus Licens represent, the year was still actually quite good, as the need for buying products is constant. In 2022, we are mainly aiming at filling out the product gaps for existing, established properties. Financially, inflation in some markets poses a potential problem. Continued restrictions are, of course, an obstacle that we’re continuously learning to work around. My word for 2021 is ‘messy’ while for 2022 (hopefully) ‘positive’.”

Judit Pomahazy, general manager (CEE)

“In one word, business in 2021 was challenging. There was a promising restart after the pandemic in Q2/Q3, but the light at the end of the tunnel was dimmed in Q4 thanks to Omicron-related concerns. We’re aiming for a return to some form of normality, starting from Q2 2022. The merger of physical and digital lifestyles that is likely to stay with us in the long-term is a huge opportunity for multiple product categories. E-commerce will continue to grow with double digit numbers on our markets, but licensees need to adapt to be able to profit from it. High inflation, shipping disturbances and unpredictable pandemic regulations make planning ahead difficult for many partners. My word for 2022 is ‘promising’.”

THE VIEW FROM DIFUZED

For fashion and lifestyle company, Difuzed – which is based in the Netherlands – 2021 was another good year and it has even more ambitious plans in 2022. While the company will continue its work in the gaming and entertainment sectors, Difuzed is making particularly strong statements in three categories – anime, sustainability and its acquisition of global rights to lifestyle brand, Hard Rock Café. “This year, we will continue to innovate with exciting anime collections,” comments Jeremy Orris, director of licensing at Difuzed. “These focus on the massive pan-European fan-base, featuring brands like Naruto Shippuden, Yu-Gi-Oh!, Hunter x Hunter and My Hero Academia and introducing new brands like The World Ends with You. What started as a small trend a few years ago is turning into an evergreen tidal wave which we are here to support with our key sector licensor partners Mediatoon, Crunchy Roll and Funimation.” Meanwhile, the company recently acquired the apparel and accessory categories for EMEA, plus global retail rights to lifestyle brand, Hard Rock Café. A new set of style guides have been created, with Difuzed confident it can grab the attention of retailers. In addition to the global projects, Difuzed is also promoting sustainability through its partnership with Australian fashion brand Piping Hot. The collaboration will see the introduction of a collection that will be branded ‘Piping Hot by Difuzed’. “We are extremely excited to partner with a global sustainability powerhouse like Piping Hot, as we witness sustainability moving from being a trend to being a lifestyle,” says creative director, Sara Allwood. “Our partners and brands are increasingly becoming more conscious about sustainability, so it’s the right time for us as a company to move forward with our sustainability plans. We’ll prioritise using recycled materials within our core ranges as we try to save the planet one t-shirt at a time.” Right: Sara says that it is the right time for Difuzed to move forward with its sustainability plans.