12 minute read
State of the Nation: Corporate News
LSB kicks off the New Year with a round-up of some of the latest news from the licensing business.
Ahead for business
WildBrain CPLG to grow the Playmobil brand
WildBrain CPLG is to handle worldwide rights of Playmobil as the master licensee for the renowned IP. The partnership spans across both the core and franchise Playmobil brands from the Horst Brandstätter Group, including Wiltopia, Novelmore, Adventures of Ayuma and more. Starting from 1 April 2023, the agency will expand the Playmobil brand into new categories across merchandise, publishing, location-based experiences and promotions. It will build upon the brand’s significant potential for creative and innovative consumer product extensions spanning across both adult and kids’ categories, while keeping Playmobil’s brand DNA at the core. The partnership will develop new ideas and products that bring long-lasting fun to a global audience. It will also explore ways to help the brand achieve its sustainability goals, as it has committed, among other things, to becoming carbon neutral by 2027.
Above: WildBrain CPLG will be expanding the Playmobil brand into new categories.
PAW Patrol marking 10 years with One Big Celebration
Preschoolers around the world have been ‘on a roll’ with PAW Patrol for the last decade, capturing the hearts of parents, licensees, retailers and other partners.
This year will see Paramount and Spin Master mark 10 years of the preschool franchise with ‘One Big Celebration’, highlighting the positive, enduring influence of the show and pups on the everyday lives of preschoolers, while for partners it’s about celebrating the outstanding success of the PAW Patrol franchise to date. 2023 will see the biggest year yet for content including a 22-minute anniversary themed special episode; a spring content theme, Aqua Pups; its first ever spin off series premiere, Rubble & Crew; plus the theatrical release of PAW Patrol: The Mighty Movie, the sequel to the hugely successful film debut in 2021.
Supporting the special episodes and themes, new core season 9 and 10 premieres will roll out across the year, day and date on Nick Jr. and Paramount+ in the UK, as well as on Milkshake on Channel 5 later in 2023.
New short-form content on both Nick Jr. and PAW Patrol YouTube channels, existing seasons on Netflix and a new multi-platform console game release will further add to the celebrations, while there is also a host of brand activity planned.
Ultimately, 2023 is set to be a year-long celebration of ‘pup culture’ with Charlotte Hyson, director of CP
marketing at Paramount Consumer Products and
Experiences UK, commenting: “We’re celebrating, so we would like everyone who has ever loved the franchise to be joining in as much as they can, as well as recruiting the new to join in the party.”
Above: 2023 will be ‘One Big Celebration’ to mark 10 years of PAW Patrol.
Pink Key Licensing’s strong start
Pink Key Licensing is off to a flying start to the New Year, signing a new deal for Pringles on mobile accessories globally for Samsung, due to be in market for mid 2023. In addition, the agency has secured contract renewals for SLUSH PUPPiE with Fizz Creations, Rose Confectionery, Manchester Drinks and CRC – four of its most successful licensees – which will see them working together for another three years.
“It’s great to land such a big deal for Pringles early on this year and equally good to get commitment from such brilliant partners for SLUSH PUPPiE,” commented Richard Pink, md of Pink Key Licensing. “It shows their commitment to the brand and belief in the Power of the Pup. So far, it's been a cracking start to 2023 and we are on the verge of a couple more major deals that we hope will be concluded this quarter.”
Hey Duggee and Bluey thrive in the UK
BBC Studios' Kids & Family brands Hey Duggee and Bluey look set for another successful year.
Bluey – which is the top gaining property in the UK preschool market, according to NPD (Jan-September 2022) – was the number one programme on CBeebies TX platform for 2022. New products will include musical instruments from HTI, while 8th Wonder will debut its first wooden toys, alongside Spin Master’s wooden puzzles.
Meanwhile, Hey Duggee’s first theatre show has been well received, with 37 venues booked for the tour which runs until August. Last year, Hey Duggee consistently ranked among the top three shows on CBeebies, while it was the most watched kids’ show on BBC iPlayer. New episodes will air later in the year. Above: Hey Duggee’s first theatre show has 37 venues booked for the tour.
CP wise, 8th Wonder, Trends UK and MV Sports have all renewed, while new products are due from Character Options and HTI. Master toy partner, Golden Bear continues to invest in new formats – following on from its success last year with the Transforming Hey Duggee Rocket, the hero line for AW23 is Sleepy Time Duggee.
In addition, Alligator Products is on board as electronics and stationery partner for both Bluey and Hey Duggee. Further licensees will be confirmed for both brands throughout 2023.
Warner Bros. Discovery Global Brands and
Experiences has confirmed the global leadership team for its consumer products business.
The move formalises the integration between Warner Bros. Consumer Products and Discovery Consumer Products. The changes were confirmed by Pam Lifford, president at Warner Bros. Discovery Global Brands, Franchises and Experiences.
As well as being head of EMEA consumer products, Julian Moon will now also be head of APAC Consumer Products; Robert Oberschelp will head North America Consumer Products. He will also continue to oversee global brand product, franchise management and marketing; Preston Lewis will continue as head of LATAM Consumer Products and will also lead retail strategy and major retailer relationships for all of The Americas, partnering with Robert in North America; Samantha Bushy will transition full-time as head of global e-commerce; and Peter van Roden will continue to lead Global Themed Entertainment
“This team of best in class leaders brings years of experience in their respective areas and the realignment will result in a strong focus on our key growth areas, will further maximise our global relationships, streamline communication with global partners operating, and most importantly, bring brand new, integrated, and dynamic ways to engage fans around the world with our characters and stories,” Pam commented.
Left: (left to right) Pam Lifford, Julian Moon, Robert Oberschelp, Preston Lewis, Samantha Bushy and Peter van Roden.
Bumper 2022 for The Light Fund
Industry charity The Light Fund raised a stunning £356,242 in 2022 which is now being put to good use to fund 59 different charity projects in 2023, which will make a huge difference to men, women and children all over the world.
“Thanks to an amazing effort from everyone – 2022 is a record-breaking fundraising year for The Light Fund,” commented Trevor Jones, chairman of The Light Fund. “Whether you swam, ran, walked, crawled, bought raffle tickets, answered quiz questions in the name of The Light Fund, we thank you.
“We will now be putting that money to good use to ensure 59 different charity projects – from established charities to very small local ones – can go ahead, helping thousands of men, women and children all over the world.”
The staggering total means that The Light Fund has now raised over £2.1 million and will have helped 164 different charities over the years.
Inset: Kennedy Publishing has saved Top of the Pops magazine from closure.
Kennedy Publishing adds brace
Kennedy Publishing has added a further two titles to its licensed portfolio – Top of the Pops and Go Jetters, licensed from BBC Studios.
Go Jetters will join the company’s roster of preschool acquisitions which includes Peter Rabbit and Octonauts, encouraging children to explore while learning about our planet.
Meanwhile, Top of the Pops launched in 1995 and at its peak sold over 100,000 copies per issue. Kennedy has saved the title from closure and is keen to keep the heritage brand going. Both titles will be given what the company calls the ‘Kennedy Effect’ – an editorial, gift, design and distribution refresh. Kennedy has increased sales on some acquisition titles by over 90% including Barbie and Blaze and the Monster Machines.
Licensing for Retail to debut
Informa Markets’ Global Licensing Group is launching a new event for UK retailers, in partnership with Above: The inaugural Licensing International. Licensing for Retail conference will take
The inaugural Licensing for Retail place on 19 April. conference – Planning for the Future – will take place at Convene, London on 19 April 2023. A limited number of free tickets are available to vetted retailers. Non-retailers (licensees, licensors, brand owners, agents and service providers) can purchase tickets, with discounts available to Licensing International members.
Delegates from Brand Licensing Europe’s Retail Mentoring Programme will also be in attendance in their first event of the year including delegates from Asda, Claire’s, FatFace, M&Co, HMV, New Look, John Lewis, Very Group, Tesco and Morrisons.
“The Licensing for Retail programme has been designed 100% with retailers’ objectives in mind,” explained Laura Freedman-Dagg, GLG’s head of retail. “By providing through-the-year content in addition to the Retail Mentoring Programme and BLE, our goal is to help retailers understand more about how brands and customer fandom can drive their strategy forward and, as a result, maximise their use of brand partnerships to drive sustainable growth.”
The content is designed to deliver practical takeaways that will help retailers to navigate the world of branded consumer products through trend presentations, case studies and updates on the latest technological advances and will follow four themes throughout the day, plus a special keynote address.
Above: Blueprint Collections is launching a wide range of social stationery and gifts for Snowtap.
Artwork brand Snowtap eyeing successful 2023
Graphic design and illustration brand, Snowtap and its consumer products agent KJG are celebrating a successful Christmas 2022 and looking forward to a busy 2023. A well-received Christmas greeting cards launch has been quickly followed by plans for an imminent retail launch of social stationery and gifts, as well as the signing of a new licensee in the toys and games category. All three licences highlight Snowtap’s signature artwork, which includes illustrations in watercolour and line drawing with handdrawn typography highlighting witty and motivational wordplay. The Art File’s greeting cards – based on Snowtap’s natural world-inspired designs – enjoyed sales exceeding expectations for Christmas 2022. New designs are now being lined up for the 2023 campaign. Meanwhile, Blueprint Collections will be launching a wide range of social stationery and gifts including mugs, pencil cases, notebooks, pens, sunglasses cases and drinks bottles. The autumn/winter 2023 games market will also be targeted with a new launch from Gibsons Games, the Collective of Creatures jigsaw puzzle.
On top of these deals, Portico Designs will be continuing its relationship with Snowtap, through which it sells cards and 2023 calendars to Barnes & Noble in the US.
Susan Bolsover teams with Licensing Link Europe
Lightbulb Licensing’s Susan
Bolsover has secured a new sales partnership with Licensing Link Europe, working with the agency across its brand portfolio to help develop licensee and retail activations for The Van Gogh Museum, Pantone, LIFE Magazine and PEZ Confectionery.
Susan founded Lightbulb Licensing in 2022 with the aim of using her skills and industry expertise from a career spanning over 20 years to help businesses both large and small shine a light on their own licensing success story. Her experience includes high profile roles at Penguin Random House, WildBrain CPLG, DeAgostini and BBC Worldwide.
Above: Susan will be working with Licensing Link Europe across its portfolio.
Above: The new Mulberry collection with Miffy celebrates the Year of the Rabbit.
Mulberry hops in with Miffy
British luxury lifestyle brand, Mulberry is collaborating with Miffy on a collection celebrating the Year of the Rabbit for Lunar New Year. The limited edition Mulberry x Miffy capsule sees the classic character curiously adventure across a series of bags and accessories. These include keyrings, travel and tech accessories, small leather goods and iconic Mulberry bag styles. Miffy peeks from behind envelope wallets and plays on the straps of Mulberry’s timeless Bayswater bag, as well as appearing on several new tote designs created specifically for the collection.
Pinocchio and friends welcomes new licensees
Lisle Licensing has welcomed new licensees for Pinocchio and friends, the reimagined TV series about the famous wooden puppet.
The series – which became a ratings winner on CBeebies when it launched last year – is poised to launch its master toy range from Flair GP in the spring, following a positive unveiling at Brand Licensing Europe.
Fashion UK is on board to create a range of apparel including daywear, outerwear and pyjamas, expected to launch at retail in late spring.
In addition, Smiffys will lead the dress-up category, developing a range of costumes including key characters Pinocchio and Freeda. Plus, in an agreement brokered by Rainbow’s in-house CP team, Kennedy Publishing is producing a bespoke Pinocchio and friends magazine featuring stickers, colouring in pages and activities.
Above: Pinocchio and friends is building a strong licensing programme.
Above: Iron Maiden is only the fifth band to be immortalised in stamp form.
Royal Mail rocks with Iron Maiden
Royal Mail is honouring Iron Maiden with 12 special stamps – making the band only the fifth to be immortalised in stamp form.
The heavy metal gods join The Beatles, Pink Floyd, Queen and The Rolling Stones to feature in a stamp collection.
The main stamp set celebrates Iron Maiden’s live performances and feature a selection of photos from their worldwide tours across the years, internationally and at home, including all current members of the band. A further four stamps pay homage to the band’s long-serving mascot and pop-cultural icon in his own right, Eddie, with his own miniature sheet.
