Licensing Source Book Spring 2025

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Welcome to the first edition of Licensing Source Book in 2025 – we hope that you had a marvellous festive period and are feeling rested and energised and ready for the next 12 months.

The beginning of a new year offers us the chance, while not necessarily to start with a completely clean slate, but more to identify what we liked and what worked over the last year that we want to bring with us and develop, and what to leave behind.

Speaking to a wide range of brand owners and licensees for this edition, it’s clear they all have their own versions of this. It’s fair to say that 2024 was a pretty mixed bag – there were some definite wins, both big and small, for many companies, but equally the challenges have by no means disappeared, particularly on the licensee side, having to deal with continued impacted supply lines, disrupted shipping and rising material costs.

But – and accuse us of being glass half full rather than half empty here – after reading all the comments from the industry for this issue, the team at Licensing Source Book is rather excited about 2025 and the potential it offers. Words like ‘bumper’, ‘very encouraging’, ‘a strong start’, ‘positive’ and, this might be our favourite, ‘our strongest year yet’ from licensees are music to our ears (pages 30-33).

Licensors are equally as encouraging, with those we spoke to for our industry roundtable (pages 22-27) confident that the global licensing industry can enjoy a year of growth in 2025. As one pointed out, content may vary and evolve from entertainment to anime, sports, gaming and more, but the appetite from the consumer is there for everyone to capture when it comes to licensed merchandise.

Adding to our positive vibes is the growth and innovation being seen in the museum and heritage sector – which we explore in-depth in Licensing Museum & Heritage Book. This is a category which has really come of age and the confidence being shown in the high profile deals, out of the ordinary collaborations and product innovation is inspiring. Don’t forget too, entries for the Brand & Lifestyle Licensing Awards 2025 are open until 6 March (page 79).

We hope you enjoy the issue and the team will see you on the spring trade fair circuit.

The Licensing Source Book Team

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

WITH THIS ISSUE

A special publication with Penguin Ventures celebrating Peter Rabbit.

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 Email: hello@max-publishing.co.uk

Copyright 2025. 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: (L-R) Ian Hyder, Jakki Brown, Samantha Loveday and Rob Willis.

INSIDE What’s

business Ahead for

It’s a new year, and the licensing industry is starting as it means to go on – with a raft of new deals, high profile appointments, award winners and setting out goals for 2025.

New svp, consumer products EMEA for UP&E

Universal Products and Experiences has confirmed the appointment of Jay Visconti as svp of consumer products for the Europe, Middle East and Africa regions. Bringing a wealth of knowledge and experience, Jay will be responsible for creating and executing longterm growth strategies across the region for both the direct markets and agent managed regions.

Jay joins the business from his most recent role as gm and chief strategy officer at Giochi PreziosiFamosa Group (GPFG) toy company in Milan, Italy. There he was responsible for strategic planning and the daily operations of four business units and employees based across EMEA markets and regions.

Prior to his role at GPFG, Jay spent more than 20 years at The Walt Disney Company in the UK, Germany and Italy, driving commercial business strategies across Europe throughout his long tenure there.

Sabrina Segalov joins Skinnydip

Looking into the year ahead with Products of Change

As 2025 begins, sustainability targets and compliance deadlines set for 2030 loom large, but Products of Change is poised to continue supporting and driving the brand licensing industry towards both lasting sustainable change and collaborative innovation.

POC has confirmed the date for its 2025 Conference for 5 November, to be held once again at the Royal Geographical Society. For such a pivotal year when transitioning to sustainable business practices will be unavoidable, and after record breaking attendance and high-profile speakers and attendees in 2024, this year’s Conference will be one not to miss. Early bird tickets will be available soon. Keep up to date at productsofchange.com and subscribe to the weekly newsletter for details.

POC will also have a presence at a number of other key industry events this year, such as Spring Fair, which will see founder and ceo, Helena Mansell-Stopher, speak to attendees in two sessions.

The first on 4 February at 12pm on the Masterclass Stage will be the ‘Sustainability Masterclass: Navigating Impact, Legislation and Solutions’, where Helena will provide a comprehensive rundown on sustainability, offering insights into the key areas that shape environmental impact.

The second, later in the day at 3.45pm, will be held at the Licensing Lab, where Helena will present ‘Driving Sustainable Change in the Brand and Licensing Industry’, a discussion on how to lead sustainable transformation within the brand and licensing industry with Products of Change.

Skinnydip will be further ramping up its licensing activity following the arrival of Sabrina Segalov as its new head of licensing. She brings a raft of experience to the role, having previously held positions at Sanrio and, most recently, Toikido.

“I am thrilled to officially join Skinnydip after working with the company intermittently over the past decade and witnessing its remarkable growth,” said Sabrina. “Skinnydip’s growth trajectory, from launching successful collaborations on its website to rapidly expanding its wholesale presence across the UK and US, is truly impressive.

“In my new role, I will oversee all licensing across both the DTC and wholesale divisions, collaborating closely with existing licensors and pursuing new business opportunities. Skinnydip’s retail relationships have grown significantly over the past 18 months, with exciting developments ahead, including ranges launching in grocery retailers and the continued expansion into diverse product categories.”

Inset: POC founder and ceo, Helena MansellStopher will host two sessions at the upcoming Spring Fair.

Above: Jay Visconti.

Right: Sabrina Segalov.

Rainbow Designs becomes Bing

master toy

Acamar Films has secured a multiterritory partnership with Rainbow Designs for its hit preschool property, Bing

As the new master toy licensee, Rainbow Designs’ first wave of products will hit shelves in AW2025.

Working closely with Acamar Films, Rainbow Designs will apply Bing's DNA across all future master toy development and opportunities, unlocking new play opportunities at key developmental milestones.

“We are thrilled to embark on this new journey with Rainbow Designs as our master toy licensee for Bing,” said Laura Clarke, executive director, global licensing at Acamar Films. “We look forward to collaborating closely and bringing Bing's uniqueness to families around the world through this exciting partnership, continuing to nurture the bond between Bing and his young fans as they reach and achieve key developmental milestones.”

Anthony Temple, md at Rainbow Designs, added: “We are delighted to have been appointed as the new master toy partner for Bing. I believe that with our expertise in the infants and toddler category we can add an extra dimension to Bing’s world of play.”

Rainbow Designs picks up the mantle from Golden Bear, which was Bing’s master toy partner for the past five years.

Bluey movie set for 2027

BBC Studios and The Walt Disney Company have confirmed the first ever animated feature film for Bluey

The new deal sees Disney acquiring global theatrical rights for the film, which will land in cinemas in 2027 under the Disney banner. Following this, it will stream on Disney+. Written and directed by Bluey creator, Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios.

“We are incredibly excited to take Bluey to cinemas given its extraordinary success on a global scale – it is some of the most popular IP in the world,” said Tom Fussell, ceo at BBC Studios. “It has been such a privilege to work with Joe and the team at Ludo Studio on Bluey’s meteoric rise from inception through to becoming one of the most beloved TV shows of all time.

“BBC Studios has a long history of bringing the very best children’s television to the world in new and exciting ways, so we felt a feature-length film was the natural next step.”

Penguin Ventures honours partners

Penguin Ventures hosted an ‘action packed’ Partner Summit at its offices in Embassy Gardens in December, showcasing its portfolio of literary children’s brands to licensing partners and industry colleagues.

Penguin Ventures and the wider publishing and brand teams at Penguin Random House Children’s shared new brand activity, creative strategy and global licensing highlights for The World of Peter Rabbit; The Snowman; Spot; Flower Fairies; The World of Eric Carle and Tom Fletcher’s Who’s In Your Book?

Specially created awards were presented towards the end of the day to a selection of licensing partners by commercial director, David Sprei and creative director, Thomas Merrington Newcomer of the Year – Toasted Crumpet, presented to Joanne Clark.

Hardlines Partner of the Year – Rainbow Designs, presented to Anthony Temple and Zara Grindrod. Best Collaboration – Orchard Toys, presented to Ali Brown.

Strategic Partner of the Year – Blues Group, presented to Tania Bines.

Legacy Licensee – The World of Beatrix Potter Attraction, presented to Charlotte Scott Friend to Penguin Ventures – presented to Wendy Addison at Enesco.

Start Licensing welcomes Pembe

Start Licensing has been appointed to represent Pembe the Pink Cat in the UK and Ireland, working alongside global agent The Sharpe Company

Creator and owner Sertan Christoffersen has extensive consumer products experience and has applied this to create a comprehensive style guide which is 'licensing ready'.

“Start Licensing is excited to be working with Pembe, Sertan and Charlie [Day],” said md Ian Downes. “Pembe the Pink Cat was extremely well received at Brand Licensing Europe.

“Licensees and retailers remarked on how cute the character is, that it is very much on trend and that they were impressed by the depth of artwork available.”

Inset: Blues Group’s Tania Bines with Penguin Ventures’ David Sprei (left) and Thomas Merrington.

Above: Bing has a new master toy partner in Rainbow Designs.

Left: Pembe the Pink Cat is proving popular on the GIPHY platform.

Above: The movie will hit cinemas first in 2027 before then streaming on Disney+.

Dunelm expands collaborations

Homewares retailer, Dunelm has unveiled its latest collaboration, teaming with the ‘Queen of colour’ Sophie Robinson for a bright and bold homewares range.

The partnership – which was secured by The Brand Department – launches in January, with Dunelm promising a collection which is an ‘all-out celebration’ of Sophie’s love of maximalism.

Her bright and colourful style will be reflected across a range of homeware items including bedding, lighting, home accessories, furniture and more

The extensive range with over 200 pieces is a maximalist’s tool kit, allowing people to mix and match with confidence across the range to build up a colourful, pattern rich home. Alongside an array of colour, the collection features intricate detailing such as ruffled edges and embroidery, and a variety of eye-catching patterns, from fresh florals to bold block prints.

As well as homeware staples, the collection also features luggage, handy packing cube solutions and stationery, alongside a specially curated range of outdoor living essentials such as a petal egg chair, bistro chairs, fringed parasols and printed picnicware.

Right: The ‘bright and bold’ range includes over 200 pieces.

Below: Erve is reflecting both on its legacy and new opportunities as it turns 40.

Erve celebrating 40 years of growth

Erve is marking its 40th anniversary in 2025, and is reflecting back on its legacy of steady growth, as well as looking ahead to new opportunities. With a diverse licensing portfolio that includes character entertainment, gaming, anime, sports, art, music and innovative Web3/NFTs, Erve offers its customers a wide selection of both classic and trending franchises.

Over the years, it has consistently expanded its reach, welcoming new retailers each year and extending its presence across the EU and UK. The company’s customer base is as varied as its product offerings, including everything from fashion retailers to mass-market volume drivers. Newer and growing retail chains are crucial to Erve’s expansion strategy, while established high street retailers continue to enhance the company’s visibility.

The company has successfully replicated its strategies from the EU and UK in new markets like India and Africa, where it has secured its first retail collections. These regions offer promising opportunities for growth.

In line with its ongoing expansion, Erve has new job offerings across various teams including commercial and merchandising roles.

World’s first standalone Peppa Pig and Transformers stores open

The world’s first Transformers and Peppa Pig standalone stores are now open at London’s Battersea Power Station

Located side by side on the ground floor of Battersea Power Station and covering a total 4,700 sq ft of retail space, the flagship stores – designed and built by Event Merchandising – offer a unique immersive shopping experience combined with exclusive merchandise.

The interactive store environment aims to bring Transformers to life via live demos of the Robosen Transformers Series robot, Transformers video games, an AR Trading Card game and a bespoke graffiti wall, plus a photo booth. Action figures and collectables are also prominently displayed throughout the shop.

The main attraction on the Peppa Pig side is free daily meet and greet appearances with Peppa herself, while children can also chill in the soft play seating area, read a book or watch what’s happening on the Peppa stage, where episodes of the series will play throughout the day.

Exclusive concessions with Emma Bridgewater, Trotters of Chelsea and Trunki will help to ensure it is a one of a kind retail experience with price points to suit all budgets. There is also an updated edition of the Peppa Goes To London book which features the Grade II listed Power Station and is the first Peppa Pig product to feature the new character, His Majesty the King. The photo wall also features a bespoke backdrop of Peppa beneath the Power Station’s iconic silhouette, while there are Peppa-themed sweet treats from the Hummingbird Bakery stall.

Jeremy Goldsmith, ceo at Event Merchandising, said: “Our brief from Hasbro was to create a truly memorable shopping environment which immerses customers in the worlds of Transformers and Peppa Pig and offers an array of exclusive products. It has been thrilling to see that vision come to life.”

Above: The Transformers and Peppa Pig stores are located side by side on the ground floor of Battersea Power Station.

PG Live 2025 set to be a licensing fest

PG Live 2025 - the global B2B trade show of greeting card and calendar publishers and gift packaging companies - is set to be a licensing fest, with many exhibitors recognising the potential that licensing can bring to their business and many more keen to licence out their world-leading designs for other products.

Over 180 companies have already booked their stands at the show, which takes place on Tuesday 3 June and Wednesday 4 June at London’s Business Design Centre

Exhibitors with licensing prowess include Danilo, Ohh Deer, Carousel Calendars, UK Greetings, The Art File, Hype, Cardology, Woodmansterne, ArtPress, Carte Blanche Greetings, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

An upbeat vibe, new products galore, plus free refreshments, lunch and opening night party are all on the cards. Find out more by heading to www.progressivegreetingslive.com

Warner Bros. Discovery celebrates UK partners

The Warner Bros. Discovery UK Consumer Products team welcomed its partners to a special pre-Christmas event, celebrating the successes of 2024 and giving a sneak peek into 2025.

Attendees were given key franchise updates from across the WBD portfolio including on the eagerly anticipated new Superman movie, which is due to hit cinemas in the UK on 11 July. WBD also honoured a number of partners which it said had gone above and beyond over the past 12 months.

Anne Bradford joins Difuzed and Drew Pearson

Anne Bradford has joined Difuzed and Drew Pearson as commercial director - the first appointment since the companies aligned with a vision to synergise businesses.

Gilbert El Kalaani remains as ceo of Difuzed, alongside Raj Kapoor, ceo at Drew Pearson (DPI)

The partnership is designed to capitalise and create growth utilising the abilities and skillsets within the respective businesses.

“I am excited to start this next chapter, which will of course come with its challenges in a continued turbulent retail trading environment,” said Anne. “Both Difuzed and Drew Pearson have been established for a number of years earning their respective reputations for outstanding, innovative design and product development.

“The day to day business will continue as normal, with Emily Harrison and Jan Wilford heading up sales among our established customer base. In addition we will be focusing on building our licensing portfolio, developing fabulous designs and seeking to welcome new customers alike. We understand that our focus on sustainability and sourcing is critical not only to us but to retailers and licensors alike. The exceptional team here are already well progressed on this journey. We will continue to lead on design and development delivering best in class, responsibly sourced, commercial products.”

Wizarding World Product of the Year –

MGA Entertainment

TV Property Product of the Year –

Ted Lasso Store Richmond

Animation Product of the Year – Mad Beauty

DC Product of the Year – Zuru

Innovation of the Year – Brand International Group

Marketing Initiative of the Year – Lola’s Cupcakes

Film Product of the Year – Jazwares

Experience of the Year – Batman Unmasked, The

Luna Entertainment Group

Newcomer of the Year – LUSH

Licensee of the Year – Brands In

The countdown to The Light Fund 5-3-1 Challenge is officially on

It’s all systems go for the next major challenge in aid of industry charity, The Light Fund, with the official starting gun sounding for the 5-3-1 Challenge, with the first people signed up and the first sponsor on board.

The fundraiser – taking place between 24-28 September 2025 – is a unique journey that offers the choice of scaling the heights of the UK & Ireland 5 Peaks Challenge, or the UK 3 Peaks Challenge, or the singular glory of the Snowdon 1 Peak Challenge

A healthy number of execs from across the licensing industry have already pledged to take part in the challenge – but there are still places available for even more to get on board. The challenge will be attempted with family run business, Adventurous Ewe

In addition, the first sponsor has been confirmed, with Brand Licensing Europe pledging its support. Specialist industry PR agency, Kilogrammedia is on board as the official PR agency to help spread word of the challenge far and wide, while social media strategist, Nicola Webster will be bringing the fundraiser to life on platforms including Instagram and LinkedIn.

If you are interested in taking on either one, three or five peaks, please contact Mark Kingston (mark@libertasbrands.com) or Jonathan Baker (jonathan.baker@fabacus.com) by Friday 28 February

Above: Origamo’s founder Furio Ceciliato at last year’s PG Live.

Right: Anne Bradford.

Above: WBD honoured a number of licensees for their work in 2024.

Diy DATES

The licensing industry has a full calendar of trade shows, conferences, fundraisers, awards and more taking place throughout 2025 – both in the UK and overseas. With the first wave of events already underway, LSB takes a look at some of the key events for your calendar from March onwards.

London Book Fair

11-13 March, Olympia, London.

Comic-Con International

24-27 July, San Diego.

The Light Fund Northern Quiz Night

Thursday 20 March, Hotel Football, Manchester.

Brand & Lifestyle Licensing Awards 2025

This year’s Brand & Lifestyle Licensing Awards will take place on Thursday 24 April at the Royal Lancaster London. The awards are open for entries now, with a closing date of Thursday 6 March. Check out page 79 for more details.

Hong Kong International Licensing Show

28-30 April, Hong Kong Convention and Exhibition Centre.

London Stationery Show

13-14 May, Business Design Centre, Islington.

Licensing Expo

20-22 May, Mandalay Bay Convention Center, Las Vegas.

Progressive Greetings Live

3-4 June, Business Design Centre, Islington.

China Licensing Expo

16-18 July, NECC, Shanghai, China.

Home & Gift Buyers’ Festival

20-23 July, Harrogate Convention Centre.

Autumn Fair

7-10 September, Birmingham NEC.

The Licensing Awards

Mark Tuesday 16 September in your diary and keep your eyes peeled for further details.

Brand Licensing Europe

7-9 October, ExCeL, London.

MIPJUNIOR

11-12 October, Cannes, France.

POC Conference

The Products of Change Conference returns to the Royal Geographical Society in London on Wednesday 5 November. In person and digital tickets are available now, with a special early bird rate until 28 February. Check out www.productsofchange.com for more info.

Progressive Preschool Awards

Tuesday 11 November, Royal Lancaster London.

Turn to pages 44-51 to read more on London Toy Fair (21-23 January); Spielwarenmesse (28 January – 1 February); Spring Fair (2-5 February); New York Toy Fair (1-4 March); and Bologna Licensing Trade Fair/Kids (31 March – 3 April).

Right: Brand Licensing Europe returns to London’s ExCeL from 7-9 October.

High five

How was 2024 for your business?

What were some of the key highlights?

Jason: “Licensing is a growing part of our business that has significantly increased year on year, and we have some wonderful partners spanning various categories and brands. A clear highlight has been The Traitors. The on-screen popularity of the show is now being mirrored off-screen, not just here in the UK but several markets around the world, including Belgium, Norway, Germany and the Netherlands. The initial t-shirt we launched in Tesco sold out within 24 hours before being restocked. Our games remain top sellers within their categories and it was brilliant to see our partners at Goliath taking home The Licensing Award for Best Licensed Toy or Games Range for

The Traitors board game. And, of course, The Traitors had quite a moment in the spotlight with that industry special…

To top off the year, we’re thrilled The Traitors Live Experience has been announced and is set to launch this spring.”

Roubina: “2024 was a strong year for Banijay Kids & Family’s licensing division. The relaunch of Totally Spies, with a new season, invigorated the licensing programme for the brand across multiple categories including publishing with Bayard in France, a new PC and console game with Microids and apparel and accessories with Skinnydip. The year also saw us add Mr Bean to our licensing portfolio, and with a new season launching next year, alongside the 35th anniversary of the brand, we’ve lined up some brilliant partners on some fantastic projects for 2025.

Jason EasyRoubina TchoboianRuth Henriquez Emmanuelle Cadet

Andrew Carley

Inset: The Traitors has several new partnerships lined up for 2025.

Plus, Banijay Kids & Family confirmed the majority acquisition of Procidis, which produces the iconic Once Upon a Time… series.”

Ruth: “2024 was an exceptional year for Mattel EMEA. It was marked by the continued success of Barbie following the cultural phenomenon of the 2023 movie, as well as the expansion of Hot Wheels into new product categories.

Key highlights for me included major partnerships, such as the Barbie x Frankie Shop collection, the introduction of innovative consumer products such as the HMD Barbie Phone and immersive experiences like the Barbie: The Exhibition at the Design Museum. These initiatives strengthened our position as a leading IP-driven franchise company.”

Emmanuelle: “2024 was an extraordinarily strong year for SEGA. For the fifth consecutive year, our global consumer products business has grown robustly.

So much has happened on Sonic from the launch of Sonic Prime S3 on Netflix, the Knuckles Series on Paramount+, our Fearless Year of Shadow campaign building up to the release of the Sonic x Shadow Generations game in October, mobile and metaverse activations, and the year culminating in the Sonic 3 movie release in December. Great merchandise programmes across key retailers around the world supported all of this.”

Andrew: “For the UK and EMEA, Bluey is a stand out. I think we’ve now seen it turn a corner – retail and licensees are realising the potential opportunity and in the second half of 2024, they came on board in a big way. We also have our Doctor Who business, Hey Duggee and Earth, plus new properties and IP, and this is also really exciting.”

What properties will be key for your business in 2025?

Jason: “The Traitors will, of course, remain a key focus for us, while there are a number of exciting projects in the pipeline. You’ll be hearing a lot more about Midsomer Murders, Race Across The World, Sort Your Life Out and Hollyoaks and we’re also excited to have the new BBC series Chess Masters, which launches this year, in our catalogue.”

Roubina: “We have a broad state of brands, but key for 2025 will be continued growth and new categories for Totally Spies and Mr Bean, and further expansion of the licensing programmes for properties such as Topo Gigio. It is also really exciting to be working with the Procidis team in exploring further partnerships and activations for the Hello Maestro brand.”

Ruth: “Barbie and Hot Wheels remain central to our strategy, and we will also celebrate the 80th anniversary of Mattel, allowing us to tap more than ever into nostalgia as we explore the history of all our brands. For 80 years Mattel has been at the centre of and creating pop culture through our individual brands - now for the first time we are bringing them all together in one Mattel Universe. We have several exciting collaborations that will be launched to celebrate this milestone, and see all brands explored through our partners storytelling and products.”

Emmanuelle: “Sonic will remain our focus, as will our other core IPs, such as Like a Dragon, which recently was also released as a live-action series on Amazon Prime from our Atlus studio Persona, and the multiaward-winning game of the year Metaphor: ReFantazio. Each of these core IPs plays a crucial role in SEGA’s transmedia strategy, with plans for expanded content across various platforms and formats to bring their stories to a larger audience.”

Andrew: “There’s no question that Bluey will continue to be a priority – there is so much growth opportunity. 2025 is going to be the first full year of getting a sense of what Bluey really can do in the UK market. It means we can build out into new categories – for example, we’ve just brought on a tranche of new licensees in FMCG. And then Europe is about eight months behind the UK, so we’re just scratching the surface. 2025 is going to be tremendously exciting.”

Inset: SEGA believes that Sonic is well positioned to sustain the industry’s challenges.

Below: Barbie The Exhibition has proved to be a hit at the Design Museum.

What are the key challenges facing your business and the licensing industry in general in 2025?

Ruth: “Challenges include navigating economic uncertainty, balancing sustainability goals with rising costs, and meeting the fast-changing expectations of consumers.”

Emmanuelle: “Like all industries, the economic climate and the impact on consumer spending remain challenging. However, licensing can still thrive in that environment by offering familiar and trusted brands if we can adapt our offer to fans. We are fortunate that our business continues to succeed despite the hardship many other IPs and companies face.”

How do you see the retail landscape for licensed products in 2025? Do you see new opportunities opening?

Andrew: “The appetite for risk has just got lower and lower which makes it difficult to launch new IP. Couple that with a media landscape that is so diluted, there are so many platforms… how do you cut through and how do you give a retailer or a licensee the confidence to invest.”

Roubina: “Every year throws up a new challenge for our business. From economic challenges to pandemics and global supply issues, we are constantly adapting to navigate the changing environment. We have proven to be agile and resilient to whatever comes our way, which is aided by our scale, our burgeoning catalogue and expansive distribution and commercial capabilities.”

Jason: “We’ll face the same challenges as other brand owners and agents, 2025 will be no different. The economic pressures show no sign of easing.”

And what are the positives?

Roubina: “Direct to consumer platforms are becoming an important revenue stream for licensing and consumers. So much so, that a lot of ‘standard’ retailers are exploring opportunities in this space, such as temporary shops within their stores, which can be a very successful way of bringing relevance and attracting new customers. We are also seeing a lot of changes in the digital space, whether on Roblox or social media. Staying attuned to the transformations we are witnessing in these areas of the business will also open up new opportunities in the way we connect and make products available to consumers.”

Emmanuelle: “We see ever-increasing opportunities in the Direct-to-Consumer space online, pop-up shops, POD, convention and event merchandise, and location-based experiences. Retail shelf space will always be highly desirable, so our goal will continue to be to bring the best products possible to our fans from the SEGA brands they love the most.”

Ruth: “The licensing industry has only grown over the past few years and retailers are taking note of the consumer demand for it. In a world where consumers want to be able to find everything under one roofincluding licensed goods - the retailers that don’t take note will be left behind.”

Roubina: “As the industry continues to shift, and there is some movement away from physical products, there are still opportunities for growth, particularly in areas like experiential and digital, where we are well-placed to.”

Ruth: “The positives are significant. The industry’s embrace of innovation, particularly in gaming, live experiences and AI, is creating fresh opportunities to connect with consumers in meaningful ways.”

Andrew: “Licensing continues to strengthen; people want to engage with licensed properties. BLE last year was unbelievable, so if you wanted a signal of trajectory in general confidence in the market, that was a great marker.”

Emmanuelle: “Sonic is well positioned to sustain the industry’s challenges. It is a long-time global favourite and transgenerational brand, supported by the ever growing popularity of gaming and other content on other platforms.”

Tuesday 3 June and Wednesday 4 June 2025

London’s Business Design Centre

PG Live 2025 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their world-leading designs for other products.

Over 180 fabulous companies have already booked their stands… including Danilo, Ohh Deer, Carousel Calendars, UK Greetings, The Art File, Hype, Cardology, Woodmansterne, ArtPress, Carte Blanche Greetings, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

Where and When

When: Tuesday 3 – Wednesday 4 June

Where: Business Design Centre, London Times: 9.30am - 6pm on 3 June

(1st night party ‘til 8pm) 9.30am - 4.30pm on 4 June

An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2025 is not to be missed!

Over 180 fabulous companies have already booked their stands… and there are plenty more in the pipeline.

Want to know about exhibiting or taking sponsorship at PG Live 2025? We have stand options and sponsorship opportunities to suit all shapes and sizes. Contact: Tracey Arnaud on 07957 212062 traceya@max-publishing.co.uk Warren Lomax on 07977 572086 warrenl@max-publishing.co.uk www.progressivegreetingslive.com

What trends should we be on the lookout for in 2025?

Jason: “The demand of consumer experiences continues to increase, which is great news for us with The Traitors Live Experience launching in the spring in London. We’re keeping a close eye to see the further development and introduction of AI. The capabilities are incredible, and I am sure we will see many brands embracing AI over the coming months and beyond.”

Ruth: “Key trends include the rise of AI-driven customisation, sustainability-focused innovations and the continued growth of nostalgia-driven merchandise. Collaborative partnerships between brands will also play a big role in 2025.”

Emmanuelle: “Fans' appetite for the live experience and collectable products is growing among the Kidults consumer segment. Additionally, we're seeing a focus on sustainability with the first EU regulations coming into force.”

How key are immersive events to your business? Are you looking to further grow in this area?

Jason: “As well as The Traitors Live Experience, we have several other experiences and events in the works. From location-based experiences, stage tours, consumer events and audience/cast panels, we look forward to revealing more over the course of the year.”

Roubina: “Absolutely, this is such an important category for us. From full immersive experiences to pop-up collaborations, our team is invested in finding the best concepts and partners for our IP.”

Ruth: “Immersive experiences are at the heart of Mattel’s strategy to bring our brands to life. Projects like Mission: Play! demonstrate their potential to engage audiences in new ways. We also see a huge platform to expand on the success of established offerings such as Hot Wheels Monster Trucks.”

Can the global licensing industry enjoy a year of growth in 2025 in your view?

Roubina: “Yes! Current consumer demand for products and events is high. If we can work creatively to deliver unique, fun and original concepts, there is a really positive outlook for 2025.”

Emmanuelle: “Yes, because we see an increasing demand for fan merchandise across all demos, based on brand and content – content may vary and evolve from entertainment to anime, gaming, sports, etc, but the appetite from the consumer is there for us to capture.”

Andrew: “Yes, definitely. There’s an appetite for licensing, there always will be.”

Finally, what is your hot tip for 2025?

Jason: “Be creative. IP owners have had to become more imaginative than before and consumers are increasingly drawn to brands that extend beyond traditional merchandising.”

Roubina: “Innovate for the future. With so much change coming, from an ever-changing retail landscape to the increasing prominence of AI, businesses must adapt or run the risk of being left behind.”

Ruth: “To focus on collaboration - how we collaborate externally yes, but also how we collaborate with our own teams. It is in those moments of coming together where we have the strength to deliver the unexpected and disrupt, while not forgetting where you have come from.”

Emmanuelle: “Gotta go fast!”

Andrew: “I think we’ll see event and seasonal opportunities continue to build, creating extra fun, extra shelf space and extra sales.”

Above: Bluey was a stand out success for BBC Studios in 2024.

Fresh starts

Robyn Cowling, head of licensing, Aykroyds

"We're really looking forward to a bumper 2025spring/summer is always a good opportunity to showcase fresh ideas which our amazing design team have been working on and this coming year is looking incredible. I've been blown away by the trend-driven night and daywear across kids and adults and cannot wait to see them out in the wild.”

Rachel Wyatt, brand director, Brands In

launches and beyond.

“We have some great new franchise launches coming up in the first quarter - such as White Lotus Season 3, Captain America, Snow White and the second season of Squid Game - alongside some key commercial events like Valentine’s Day, World Book Day and Mother’s Day.

As always, music will be charting high for Brands In this year - the UK is set to welcome a stellar lineup of music artists embarking on nationwide tours.

As we continue to grow, we remain committed to celebrating creativity and pop culture. The first quarter of 2025 is just the beginning, and we can’t wait to share all the exciting things we have in store. Stay tuned - this is going to be our most exciting year yet.”

Dean Greasley, head of licensing, TDP

“We’re incredibly excited for the start of 2025 - TDP is adding to our core capabilities on nightwear, underwear and swimwear, with new product launches across outerwear, puddle suits, rainwear and Varsity jackets, as well as many new seasonal and high summer products.

Also adding to TDP’s growth, we’ve signed exciting new partnerships with Coca-Cola, Dr Seuss and Pembe the Pink Cat.

In Q1 we will also be increasing our sourcing capabilities – ensuring that we are able to meet retail demand while keeping our reputation of quality, efficiency and most importantly great product.”

Norman Thompson, md, Imagine8

Imagine8 is focusing on key initiatives to set a strong foundation for the year ahead. We are preparing our presence at upcoming trade shows, using these platforms to showcase our latest licensed accessory ranges and connect with partners and retailers. These events are invaluable for building relationships and driving momentum early in the year.

Q1 will see the rollout of exciting new product lines, including a never been seen before Bluey accessory range in a major retailer. We are already planning a calendar of events. These launches align with market trends and our partners’ franchise strategies.

We are collaborating closely with our licensing partners to align with their 2025 goals, ensuring our offerings are innovative, on-brand and timely. Leveraging insights from the last year, we’re focusing on data-driven decisions to maximise sell-through rates and deliver on our commitment to excellence in licensing. There are also plans for new licences to be announced shortly.”

Allie Wilson, divisional sales director, Blues Group

“We are in full swing with 2025 and Q1 is looking very encouraging. With our amazing portfolio of established IPs and an exciting injection of new ones that we have signed recently, we feel 2025 is showing potential to be our strongest year yet

Our customers are also seeing the benefit of our design driven product which in turn is delivering growth YOY across all our divisions. With the addition of our new dress-up department, we anticipate a very successful year ahead.”

Above: Norman Thompson.

Right: Imagine8 will be launching a new Bluey accessories range in a major retailer.

Right: Blues Group is anticipating a “very successful” year ahead.

Above: Dean Greasley.

Above: Brands In will be looking to take advantage of key events such as Valentine’s Day.

Above right: Rachel Wyatt.

Ashley Holman, md, ToyTopic

“We start the year with a trip to China, visiting our factories to make sure everything is ready for the busy year ahead. We then dive straight into toy fair season. We have a stand at London (G94) and will be attending Nuremberg toy fair at the end of January too, aiming to meet with all our key stakeholders. Although busy, this first month of the year plays a pivotal role in setting us up for success in the year ahead, as well as laying the foundation for 2026 and beyond.

We are excited to be launching a lot of new product, not least, our recently renewed deal with Hasbro which now includes Furby plush which looks very cute and our extended partnership with SEGA on Sonic The Hedgehog, where we will be bringing our plush ranges to retail across Europe.

Please do get in touch or swing by the stand to say hi.”

Richard Radford, head of licensing, Bioworld International

“While 2025 will no doubt present its continued challenges, it also offers significant opportunities and continued progress for Bioworld.

The tranche of trade shows within January gives the perfect platform to help the sustained effort of meeting clients on both the licensor/agent side and also retailers.

Expanding collections over an ever-wider product range, within more retailers, across an increase in territories stops us getting bored, and Q1 is a vital part of the continued march forward.”

Emma Weber, senior director, marketing and licensing (UK), Vivid Goliath

“Q1 25 is an incredibly exciting milestone for Vivid Goliath as we take over the management of the Playmonster range in the UK/Eire. Bursting with established and popular brands including Spirograph, Fab Lab and Games with the evergreen bestseller 5 Second Rule, we look forward to working on distribution and marketing plans to support the growth of these brands and the full range will be on display at Toy Fair on stand B70.

Faithfully mirroring the timings for 2024, Q1 25 also sees Traitors return to our screens and with series three starting to be trailed on the BBC pre-Christmas, this paved the way to the board game being firmly placed top of the list as the must have game to buy and play over the festive period and well into the New Year.”

Rob Broadhurst, commercial director, Brand Alliance

“From a trade show POV, Q1 is very much toy fair season and increasingly over the last few years these shows have become more relevant to licensees/licensors which operate outside of the traditional toy channels. They can be useful for many things, from scoping out upcoming trends to being a focal point for meeting with multiple partners in one place

We’ll also be looking forward to some of our new spring/summer product ranges landing in-store/online, including new brands such as NASCAR, Harlem Globetrotters and Strawberry Shortcake. These new IP drops will complement and refresh existing programmes giving us a great start and setting the tone for the rest of 2025.”

Lucy Salisbury, director, group licensing and retail strategy, Funko

Q1 2025 will be huge for Funko. We will, of course, be at the trade shows, starting with London Toy Fair which is always a great opportunity to showcase our new product and meet UK-based retailers, licensors and contacts. Then it’s onto the big one – Spielwarenmesse in Nuremberg the following week. This has become a destination event for our European customers and increasingly our US-based and global partners are attending too. We will have all our hottest product ranges on display and we will have hundreds of meetings; it’s super busy but also lots of fun.

In Q1 Funko has new items to market as we launch hundreds of items every month. We are particularly excited about our expanding range of Bitty Pop! products which we originally launched in AW24 and have seen go from strength to strength. Also coming up in Q1, there are some huge movies coming that Funko is supporting, like Captain America Brave New World, and the new live action Snow White, plus some great product based on cultural moments like Pokémon Day, Valentine’s Day and International Women’s Day.”

Above: Ashley Holman.

Right: ToyTopic has extended its partnership with SEGA.

Top: Emma Weber. Below: The Traitors Official Board Game continues to perform well.

Above: Rob Broadhurst.

Above: Richard Radford.

Right: Funko is particularly excited about its expanding Bitty Pop! range of products.

Covering over 25 product categories, across more than 200 licenses

Dan Grant, licensing director, Danilo

“The first quarter is always full on at Danilo, as it is for most companies in the licensing industry. The focus will be preparation for Spring Fair, where Danilo will be showcasing its latest ranges across greeting cards and calendars for the upcoming year.

There are lots of exciting things ahead with big movies including Wicked 2, Lilo & Stitch and the new Superman movie. There will also be some big releases on the streaming platforms with season two of Wednesday and the fifth and final season of Stranger Things. Danilo is also really pleased to be offering the official Oasis calendar ahead of the reunion tour in the summer. There are some great things to kick off the New Year in style.”

Mordy Benaiah, licensing director, Pyramid International

“We had a tough 2023 and 2024, so Pyramid had to look at how we could land better sales into 2025. In Q1 we will be showcasing new and exciting merchandise like Fuzzy Mugs, Bags for Life, Fashion Bags, new craft-based stationery and more elevated stationery lines across all our licences. These new products will excite and open up new sales opportunities in retail across EMEA.

Showcasing the new lines is essential so we will be exhibiting at Nuremberg toy fair, Spring Fair, Ambiente and New York Toy Fair. A busy three months of trade shows, but it is important to showcase these new exciting collections and pull in business. We expect 2025 to be a more positive year, but will still face challenges.”

Livy Coare, director of licensing, H&A

“We are excited about expanding our children’s all year round propositions in 2025, particularly in the grocers. This is a real area of growth in our category that our team has worked really hard on, with Bluey and Stitch leading the way on this area of business. We also have some new brand launches coming up in the first quarter of the year, including Minecraft, which we are really looking forward to introducing to the health and beauty category for the first time.”

Anthony Duckworth, md, Dreamtex

“As we enter 2025, we are excited to capitalise on the momentum of a successful Q4. The start of the year is busy with industry events Toy Fair and Heimtex, which provide the perfect platforms to network and connect with new and current partners. Our upcoming spring launches will highlight refreshed collections of beloved classics alongside the expansion of our Disney range, which continues to delight fans of all ages.

Additionally, 2025 is set to be a blockbuster year with the release of major films such as Minecraft, Lilo & Stitch, How to Train Your Dragon, Gabby’s Dollhouse: The Movie, Jurassic World: Rebirth and Wicked 2. We are hard at work creating inspired ranges to accompany these highly anticipated launches, and we cannot wait to bring these designs to market. With an exciting line-up of products and events, Q1 promises to be a strong start to another successful year for Dreamtex.”

Fran Hales, head of portfolio and marketing, Rubies

Exciting times are ahead for Rubies in 2025. We're gearing up for a busy first quarter with our presence at the London Toy Fair, Spielwarenmesse, Spring Fair and Ambiente. Rubies will be showcasing our indemand costume ranges featuring Bluey, Glinda from Wizard of Oz and Bing among others.

Plus, get ready for our partnership with World Book Day as we launch the All Dressed Up Donation activation, spreading a love of reading for joy through costumes. We can't wait to bring the gift of ‘Everyday Play’ this year and beyond.”

Trevor Cash, director, Mad Beauty

“As we step into 2025, the first quarter presents an exciting opportunity to set the tone for the year ahead. Our focus will be on maximising visibility and connection through impactful product launches and strategic initiatives. By aligning these launches with seasonal trends and consumer demand, we aim to create momentum that carries throughout 2025.

Our marketing strategies will include targeted campaigns that combine digital engagement with creative activations, ensuring we effectively reach and resonate with our diverse audience. Additionally, this period provides a valuable opportunity to assess and refine our plans, ensuring agility in responding to market trends.”

Above: Mordy Benaiah. Below: Pyramid will be launching new lines including fashion bags.

Above: Anthony Duckworth.

Above: Dan Grant.

Above: Fran Hales.

Above right: Rubies will be showcasing new lines including Bluey at the upcoming trade shows.

Above: Livy Coare.

Above: Trevor Cash.

Covering over 25 product categories, across more than 200 licenses

Trd

TRACKERS

Deborah Millinship

Creative Drivers for 2025

Trd:

Mythical Creatures

“Creatures like dragons, phoenixes and unicorns have long been associated with fantasy and escapism. I believe they could see a resurgence in popularity as people seek solace in imaginative worlds.

So, we will see creatures like the unicorn a secure place in 2025, along with added touches of magic and the odd toadstool or two.”

Trd: Loveable Pets

“The enduring bond between humans and their furry, feathered, or scaly companions are all set to continue to inspire licensing trends.

agent for greeting cards and licensing at Advocate Art

“Reflecting on the eventful 2024, we turn our gaze toward the upcoming trends of 2025. More than ever nostalgia will be driving trends, as consumers seek immersive escapes to bygone eras and distant worlds for seasonal delights.”

Trd:

Positive Messages

As consumers increasingly view their pets as very much part of the family, there's a growing demand for designs featuring adorable animals. By tapping into this emotional connection, brands can create heartwarming and personalised products that resonate with a wide audience.”

“The trend of celebrating life's little moments and uplifting others will continue to drive forward in art licensing in 2025. This positive messaging, combined with a focus on comfort and cosiness, will be reflected in the use of soft, soothing colour palettes, such as the 2025 Pantone Colour of the Year, Mocha Mousse. This trend will inspire ranges of licensed products designed to evoke feelings of warmth, security and joy.”

Inset: Part of an image by Sally Darby (represented by Creative Sparrow).

(All the artists whose work features in this section are represented by Advocate Art.)

Left: A design by Amy Hodkin which reflects the mythical creatures trend.

Left: A loveable pets design by Clarice Diamantino.

Right: A Nicola Cowdery design that reflects pet mania.

Left: Positive messaging by Charlotte Pepper.

Right: Uplifting wording on a Laura Silveira Lasi design.

Right: A unicorn by Joanna Little.

Inset: Deb Millinship is feeling cosy about the 2025 trends.

Covering over 25 product categories, across more than 200 licenses

Hannah Curtis founder of Creative Sparrow

Trd: Bookshelf Wealth

Creative Drivers for 2025

“Having said goodbye to another year of uncertainties, of threats to our industry and creativity as a whole, of regular Issues surrounding IP, copyright and creative protection, we will see the major need for authenticity across all areas of the industry. You will notice creatives making a statement in their work, of publishers pushing the boundaries to be different, authentic and brave. As ever this starts with design and will ripple through the industry in many forms.”

“Looking to specific design trends for 2025 we see that gallery walls, collections, books and ‘bookshelf wealth’ will feature highly. Reacting to the rise of AI we naturally feel the desire to learn, to read and be imparted with knowledge. The bookshelf depicts the need to appreciate the act of collecting things, of surrounding yourself with cherished possessions that nourish the soul. This trend combines the desire to read, the beauty of ‘geek sheek’ with adorning living spaces with items reflective of your interest, a sneak peek into the inner you. Again, this trend highlights the importance of authenticity, intentionally curated rather than cluttered, a decorative and meaningful style statement. Piles of books with thoughtful titles, book cover style designs and the act of reading all make lovely images for products.”

(All

Trd: The Unexpected Red Theory

“The use of shapes and geometrics will play an important role in design, carefully designed with playful colour combinations and retro textures. One colour trend that is featuring highly in interior design and could really develop a creatives handwriting this year is the Unexpected Red Theory. The theory that suggests that adding a small element of red to any room where it wouldn’t normally balance can exponentially improve the overall look and style of a room. If we apply this to illustration and design, we see really fun and playful results, sometimes subtly unexpected and other times brave, bold and obvious.”

Trd: Nocturism

“Travel will continue to feature in design and this year we will see more of a focus on Nocturism –Nocturnal Tourism. Solar activity is going to be at its highest for decades in 2025 and with it the desire to seek out natural solar phenomena across the globe. It’s not limited to the spectacular aurora however, simple acts of night swimming, open air camping, and taking part in activities usually cherished in sunlight hours. Think night safaris and out of hours museum experiences as well as stargazing and bioluminescent beaches. With an ever-growing awareness for protecting our beautiful planet, this lovely trend offers a different insight into the magnificence and romantic solitude darkness can bring.”

Inset: Hannah Curtis is adept at spotting and translating trends.

Creative Sparrow.)

Left: A Sally Darby depiction of the Bookshelf Wealth trend.

Left: The red ribbon stands out on this Erin Donohue design.

Right: Helen Black fully embraces colour combinations.

Left: Cordelia Hutchison captures the Nocturism trend beautifully.

Right: A fun and quirky approach from Karin Lauria.

Right: Pretty work by Clair Rossiter.

©Eiichiro Oda/Shueisha, Toei Animation

©Eiichiro Oda/Shueisha, Toei Animation

©Tatsuki Fujimoto/SHUEISHA, MAPPA

Gud of HONOUR

What happens when you get 23 winners of the ultimate accolades from The Licensing Awards and the Brand & Lifestyle Licensing Awards in one room? An afternoon of inspirational chat, great stories, laughter and some interesting admissions on where they keep their awards.

The first ever celebratory lunch for the Honorary Achievement winners from The Licensing Awards and the Brand Licensing Ambassadors from the Brand & Lifestyle Licensing Awards saw 23 recipients of the accolades join Max Publishing’s Ian Hyder (ceo), Jakki Brown (md), Rob Willis (coo) and Samantha Loveday (group editor) at The Crown Tavern in London’s Clerkenwell for an afternoon of celebration last November. Welcoming everyone, Jakki said: “Of all of the trophies that are presented at The Licensing Awards and the B&LLAs, the presentation of the Honorary Achievement and Brand Ambassador accolades provide a fitting finale to each awards ceremony. They acknowledge the huge contribution that some very special individuals have made to our industry, through their heartfelt commitment, professional integrity, passion, innate nous and total belief in what licensing IP can achieve in bringing joy and generating income for many.

“How wonderful that we have so many of those very special people in this room today. You are the inspiration for the future award recipients.”

From the Licensing Honorary Achievement Hall of Fame, attending were Nicholas Durbridge and Linda Pooley who were presented with the award in 2007; Mike Redfern who received it in 2008; Trevor Jones followed in 2009; Andrew Lane, the recipient in 2010; David Aykroyd in 2012; David Scott in 2014; Ian Downes in 2016; Anthony Temple in 2017; John McInnerny in 2020; Angela Hall in 2021; Stephen Gould in 2022; Danny and Mark Schweiger in 2023; and Richard Hollis at last year’s awards event.

Ian commented: “Our first ever Licensing Awards took place in 2006 and Richard Culley, co-founder of CPLG was the recipient of the inaugural Honorary Achievement Award. Unfortunately, Richard is away this week and so couldn’t make it here today.

“Also sending their apologies are Laurence Prince, founder of Danilo and Keith Chapman, creator of PAW Patrol and Bob the Builder among other IP who received Honorary Achievement awards in 2015 and 2018 respectively.”

There was also almost a full house of B&LLAs Brand Ambassadors, with only Maxine Lister, head of licensing at the Natural History Museum and the recipient in 2023, unable to attend.

Angela Farrugia, was the first winner, back in 2016, followed by Jane Evans in 2017; Richard Pink in 2018; Lauren Sizeland in 2019; Will Stewart in 2020; Daniel Avener in 2021; Adam Bass in 2022; and Louise French was crowned Brand Licensing Ambassador at the 2024 B&LLAs.

Inset: 23 recipients of The Licensing Awards Honorary Achievement and the B&LLAs Brand Ambassador got together at Clerkenwell’s Crown Tavern.

Jakki continued: “But that is not the full picture as some of our wonderful honourees are sadly no longer with us. Gone but far from forgotten are John Sinfield who received the award posthumously in 2011, Pauline Lonsdale in 2012, Kelvyn Gardner in 2013 and Patrick Bailey in 2019. Their legacies live on.”

How did it feel to be honoed?

Andrew Lane: “To be recognised by your peers was such a wonderful feeling.”

Mike Redfern: “It meant an awful lot to me, especially as I was the first licensee to receive this award.”

Trevor Jones: “It meant a great deal to me, especially after what had been a tumultuous year for me professionally and personally. I can remember feeling shocked, surprised and very emotional as I made my way to the stage seeing the positive reactions from all in the room.”

Maxine Lister: “It was a complete surprise and humbling to know that your hard work has been recognised by the industry. It never entered my mind that I would receive this and I am still totally surprised to be honest.”

Richard Pink: “It meant the world to me. Having been part of the discussion process that broke the B&LLAs off from the main Licensing Awards, it was always important to me to support the event and to help reinforce the significant differences there are in licensing brands like the ones we gravitate to. To get some recognition that others felt that I’d made a difference made me extremely proud.”

Ian Downes: “Being recognised by the industry that you are part of is something very special. I have always thought licensing is a ‘team’ business and wherever you work in licensing you are part of a team – in this context I like to think my team mates were patting me on the back and saying well done.”

Angela Farrugia: “It was momentous; as the first in a long line of very worthy winners, I was deeply honoured and proud of my team and, of course, what we had achieved.”

Jane Evans: “Delighted and overwhelmed. It was a thank you in recognition of my team's dedication and performance.”

David Scott: “I still think there was a typing mistake in Jakki’s speech and they got the wrong bloke… More seriously, it was the most humbling experience of my life, both the very kind reception I received on the evening itself and when reading the messages sent to me by friends and colleagues afterwards.”

Adam Bass: “For me to be awarded anything at all, was a very big surprise! It is an acknowledgement of the many years I have been working in brand licensing and, hopefully, the many years that I continue to work in it.”

Lauren Sizeland: “To be completely honest, I was so shocked and blown away. The initial reaction was surprise, but then I was so honoured; I think it gave me the chance to reflect on what I have done and the impact that it’s had on other people and other businesses, and for that I felt really, really proud.”

Inset: Andrew Lane and Mark Schweiger.

Inset: Lauren Sizeland and Louise French.

Inset: Anthony Temple, Linda Pooley, Nicholas Durbridge and Angela Farrugia.

Inset: Jane Evans, Danny Schweiger and Mike Redfern.

Available grocer wide

Toy makers

The spring trade show calendar has kicked off in earnest and next it’s the turn of the toy shows – Toy Fair at London’s Olympia and Spielwarenmesse in Nuremberg. LSB catches up with the organisers of both events to find out more.

Licensed toys have not only grown at Toy Fair but in the toy industry in general,” begins Rebecca Deeming-Mitchell, senior communications and events manager at the BTHA. “In recent years we’ve seen an increase in the presence of licensed toys at the show and the variety of licences change too, ranging from evergreen characters to the latest pop culture phenomena.”

The licensing landscape at Toy Fair – which takes place at London’s Olympia from 21-23 January – has evolved alongside media consumption over the show’s seven decades, says Rebecca, reflecting a range of characters which bridge generations and digital frontiers we know today.

Rebecca continues: “Enduring figures such as Paddington Bear who’s now over 60 years old, and Hello Kitty, who celebrated 50 years last year, have been joined by modern sensations like Peppa Pig and Bluey, mirroring the expansion of media and broadcast platforms. The Character Parade at Toy Fair dazzles with these icons and new faces from trending computer games and streaming hits, like Pikachu, marking the sector's growth in this area too.”

Hunter Price International will be one of the companies taking to the show floor at Olympia.

15 years and one thing which hasn’t changed since my very first show is the pure excitement and adrenaline you get trying to ensure you get quality show time with each of your customers – organised chaos at its best,” says Richard Belford, sales director for toys and activities at Hunter Price International. “Even though we’ll regularly welcome customers to our HQ, there’s a special show buzz you get when you get to walk them through our latest new launches in Olympia.”

The company will be highlighting its new look following a brand refresh, with its Consumer Product Playhouse readying for a ‘show stopping’ start to the New Year. When it comes to licensed lines, following a host of new arrivals to the portfolio, newcomers to Hunter Price’s Toy Fair stand for the first time will include Mood Bears, Stitch and Fugglers. The selection of exhibitors at Spielwarenmesse – running in Nuremberg from 28 January to 1

Inset: Toy Fair has seen an increase in the presence of licensed toys at the show in recent years.

Below: Rebecca Deeming-Mitchell, senior communications and events manager, BTHA.

Bottom: Christian Ulrich, board spokesperson, Spielwarenmesse eG.

February – with licensed toys is also diverse, Christian Ulrich, board spokesperson for Spielwarenmesse eG tells LSB. “Licensed toys are regarded as reliable revenue generators,” he begins. “According to Licensing International, the market for licensed goods continued to consolidate in 2023, reaching an impressive volume of $336 billion across all sectors. Toys were one of the largest product categories. Accordingly, we have seen the range of licensed toys at the trade fair grow for several years now.”

Spielwarenmesse has a long-standing relationship with industry trade body, Licensing International. Christian continues: “Together with the association and our own B2B networking event BRANDmate, we are creating a special platform for licensees and licensors with the LicenseLounge in the foyer of Hall 12.0. The LicenseTalks will also take place here – not traditional presentations, but informal discussions with experts from the licensing industry.”

Both London Toy Fair and Spielwarenmesse also attract a vast number of licensees outside of the toy category who attend the shows to pick up on trends and innovations which can be applied to their product sectors.

Across the show floor

“We are very fortunate at Toy Fair to have such a broad range of exhibitors showcasing a variety of different licensed toys and products,” says BTHA’s Rebecca. “Examples of exhibitors with licensed product for 2025 include Peg Perego with its battery-powered ride-on vehicles for kids ranging from motorbike brand Ducati, exclusive John Deere tractors, and rugged Polaris 4x4 ride-on vehicles; Rainbow Designs will be bringing timeless characters like Peter Rabbit and Paddington Bear to life; and Golden Bear Toys, renowned for transforming beloved children’s TV characters into highquality toys, plus many more.”

In addition, Toy Fair’s Hero Toys display will once again take pride of place outside the Press Office, highlighting a range of new toys which have been picked by an independent panel of retailers. Notably, last year around 20% of the winning entries were licensed products, reflecting the importance and popularity of branded toys in the market.

“Staying up to date with what is new in regards to products, licensing, retail or general market performances is invaluable to the success of any business but especially in trend-led consumer product businesses,” says Matthew Reynolds, md at Little Brother Books. “Trade fairs are key times of the year when everyone shares news and updates with you. However it is not just the formal discussions and presentations you have at these fairs that are the most insightful, it is often casual conversations with non-competitive

equally insightful.”

For the organisers, their aims for their respective shows are clear.

“We want to ensure the show has a buzzing atmosphere full of excitement surrounding the new launches at the show, to facilitate new partnerships and strengthen current relationships for those in attendance, all to help put the toy industry in a prosperous position for the year ahead,” says the BTHA’s Rebecca.

Spielwarenmesse’s Christian concludes: “Our aim is to convey an up-to-date picture of the global toy industry. In addition, the Spielwarenmesse should be a place where contacts are made, and the entire diversity of the toy world unfolds. We are a source of inspiration for the entire industry and at the same time we want it to be an unforgettable experience for all participants.”

Inset: Licensed themes are represented across Spielwarenmesse.

L report

As it turns 75 this year, Spring Fair has created The Licensing Lab – in partnership with Fabacus and Licensing International – to serve as an industry hub at the show and to offer a dedicated showcase for licensors and licensees. LSB catches up with event director, Soraya Gadelrab, to find out more.

2“The Licensing Lab in partnership with Fabacus and Licensing International will serve as an industry hub, promoting knowledge sharing, business expansion and networking. A purpose-built space designed by Llewelyn-Bowen Design will be dedicated to fostering the growth, collaboration, and celebration of the UK’s vibrant licensing industry. The Licensing Lab will offer a dedicated showcase for licensors and licensees to present the latest brands, trends and innovations within the licensing industry.”

Soraya continues: “Visitors will discover a stylish and comfortable Networking Lounge and educational sessions to enhance knowledge sharing including workshops, panels, and seminars led by industry experts covering licensing trends, legal aspects, marketing strategies and success stories. Interactive displays will feature engaging demonstrations, product samples and live product demos.”

025 marks a big year for Spring Fair, with it celebrating its 75th anniversary when it returns to Birmingham’s NEC from 2-5 February.

Event director, Soraya Gadelrab, is promising that the event is going to be a “big party, a celebration of the last 75 years, the people and the businesses that have been a part of the show for so many years. It is also a chance to reflect on what retail means today and how we continue to move forward and look ahead to the next 75 years.”

When it comes to licensing, the sector has played a “massive part” at the show throughout its history and 2025 will see some major activations, networking and experiences, thanks to the introduction of The Licensing Lab, which Spring Fair has created in partnership with Fabacus and Licensing International.

“An impressive 61% of the Spring Fair’s 38,000 visitors have expressed interest in licensed products,” explains Soraya. “Licensing has played a massive part at Spring Fair throughout its history and buyers will continue to find the biggest selection of licensed products across all 12 destinations of the show.

It's a big commitment to the business of licensing for Spring Fair, but one which Soraya and the team believes will further enhance the show experience and drive growth.

“The UK’s independent retail sector, a major commercial force valued at £66.3 billion and representing 30% of the overall market, is an essential audience for licensing professionals,” she comments.

“By celebrating achievements, facilitating connections and promoting knowledge sharing, the Licensing Lab will not only enhance the Spring Fair experience but also drive growth and innovation within the licensing sector.

“We saw some amazing chart topping new and historic licensed brands last year and many of the most popular including Disney (Frozen, Marvel, Star Wars, Disney Classics), Harry Potter, Pokémon, Barbie, Super Mario Bros, Marvel Cinematic Universe, DC Comics, Peppa Pig, Paddington, Bluey, Minecraft, Orla Kiely and Mary Berry, will be on display from suppliers including Enesco, Widdop & Co, Paladone, Rainbow Designs, Blue Sky Studios, Half Moon Bay, Cardology, Muddleit, DKB Toys, Whitehouse Leisure, House of Marbles, Keplin Group, The Noble Collection, Peers Hardy, The Crafty Kit Company, Captivate Brands and many more.”

Inset: 61% of Spring Fair’s 38,000 visitors have expressed interest in licensed products.

Above: Soraya Gadelrab, event director, Spring Fair.

Below: Visitors will find a big selection of licensed products across all 12 destinations of the show.

industry, licensing is an opportunity to leverage the cultural impact of movies, TV shows, video games and more and deepen a product's connection with consumers. For licensors, Toy Fair opens new avenues to expand their brand's reach and profitability, keeping their intellectual properties fresh and relevant.”

Throughout the show, there will be in-booth activations, branded experiences and dedicated educational programming that highlights the collaboration between the two industries.

New York giants

The countdown is on until the eyes of the global toy community turn to New York City for Toy Fair, which runs at the Javits Center from 1-4 March. LSB catches up with Kimberly Carcone, evp of global events at The Toy Association, to find out more on what’s planned.

A“Two Toy Fair University sessions are planned: The Licensing Trends Driving Toy Sales presented by Licensing International's Maura Regan and Jazwares' Jeremy Padawer; plus Storytelling Should Not Stop at Retail Placement, presented by PowerStation Studios' Sharon Weisman, Netflix's Cindy Chan, BBC Studios' Kristin Fallon and Jazwares' Kevin Tully,” says Kimberly.

fter a year off in 2024, New York will once again play host to the global toy community in March when Toy Fair returns.

“It remains the most influential industry event in the Western Hemisphere, offering exposure and business opportunities for all - from first-time exhibitors and up-and-coming international companies looking to enter the US market, to buyers, press and the inventor community,” Kimberly Carcone, executive vice president of global events at The Toy Association tells LSB.

More than 750 exhibitors will be showcasing their products from 1-4 March, while some 196 will be exhibiting at the show for the first time.

There has always been a “powerful synergy” between the toy and licensing industries, Kimberly points out, which benefits both sectors.

She continues: “Licensed toy sales in the US for the first half of 2024 accounted for 32% of the total toy market (according to Circana). Licensing brings beloved characters, franchises and brands to life in the form of toys, tapping into built-in fan bases and boosting demand. For Toy Fair and the greater toy

Notably, The Toy Association and Licensing International have a long history of collaboration and partnership. As well as the involvement in TFU, the licensing industry trade body will also be hosting a networking party on Monday 3 March during the show.

Away from the Javits, and kicking off the activity for the show, The Toy Foundation’s 25th Toy of the Year Awards will take place on Friday 28 February at Cipriani in New York City, unveiling winners across 16 categories including licensed product.

It’s set to be a packed four days and Kimberly is clear on the show’s aims: “We heard the industry's feedback loud and clear. Toy Fair is back in Q1, staying in Q1, and remains the premier North American show for the global toy and play ecosystem.

Additionally, we view Toy Fair as the pipeline for future growth of the North American toy industry, providing opportunities for all stages of business, from students to long-time professionals,” she concludes.

Above: Kimberly Carcone. Below: In-booth activations and branded experiences will take place throughout the show.

Inset: For licensors, Toy Fair offers avenues to expand their brand’s reach, says Kimberly.

Phone +39 011 1921 1996

For any further info licensing@bolognafiere.it bolognachildrensbookfair.com

Bologna bound

Already an integral part of Bologna Children’s Book Fair, the Bologna Licensing Trade Fair/Kids will be taking an even bigger footprint at the 2025 show, which runs from 31 March to 3 April. From new additions such as a matchmaking service and fresh areas for art and gaming, the International Kids Licensing Days and the awards also make a return. LSB finds out more.

We are pretty excited about what we are organising for the Bologna Children’s Book Fair 2025 edition,” says Cristina Angelucci from Bologna Licensing Trade Fair/Kids when LSB asks her how the mood in the camp is with the countdown to the show well and truly on.

For more than 60 years, BCBF has been the key event in the children’s publishing industry, regularly welcoming over 1,500 exhibitors and 31,000 visitors to BolognaFiere each spring. The Licensing Hall is central to this and last year, Bologna Licensing Trade Fair/Kids saw 800+ brands represented, with 45 international speakers for the seminar programme and some 245 licensing portfolio reviews.

“With a focus about our special areas, the Licensing Hall is increasing and we expect to have a bigger Licensing Business Lounge and a richer International Kids Licensing Days programme [for 2025],” says Cristina. “Moreover, we are working hard to welcome a wide range of media content producers at the TV/Film Rights Centre and we can't wait to launch the first edition of the Games Business Centre.”

International Kids Licensing Days will cover topics such as anime and consumer trends, insights on gaming and media content trends, with a spotlight on YouTube. New for 2025 will be the launch of a matchmaking service for all exhibitors, as well as a new Arts Licensing Area. “This is aiming to link the licensing and Illustration worlds together; both very rich and intense in Bologna,” explains Cristina. Strategically located between the Licensing Hall and the publishing halls, the new exhibition area will be designed to offer professional illustrators and arts licensing agencies the opportunity to showcase illustrations, designs and styles not only to the publishing world, but also to companies producing consumer goods and media content.

Another new introduction will be the Games Business Centre, a tie up between BCBF and Frankfurter Buchmesse, and completing the ‘book to screen’ offering at the show. It will be located in the heart of BCBF, with the aim of matching gaming companies with publishers, TV/film producers and licensing professionals.

The exhibitor mix in the Licensing Hall is also becoming more international, while the

The growing importance of gaming is also reflected in the Bologna Licensing Awards –returning for their eighth edition – with a new Licensed Gaming category.

Inset: Bologna is described as a vibrant business hub and a creative workshop space.

Below: Cristina Angelucci (centre) with last year’s awards jury (from left POC’s Helena Mansell-Stopher, Max Publishing’s Ian Hyder, Astrid Specht from TOYS/1st Steps and BrandTrends’ Philippe Guinaudeau.

Happy brandiversary

LSB rounds up some of the properties and brands marking milestone birthdays in 2025, and the anniversary product launches, live experiences, new content and campaigns that fans can look forward to.

Zog turns 15

Winner of the Galaxy National Book Award in 2010, Julia Donaldson and Axel Scheffler’s popular children’s book Zog turns 15 in 2025. The tale of an accidentprone dragon and his friend Princess Pearl has inspired an award-winning animated film, featuring the voice talents of Sir Lenny Henry, Tracy Ullman and Kit Harington, as well as live shows, a wide array of consumer products and a permanent attraction at Warwick Castle. In 2025, Warwick Castle will launch a new Zog live show and additional trail activities, while there will be a celebration of all things Zog throughout June.

25 years of The Sims

The originator of the life simulator genre, The Sims serves a uniquely broad interactive audience and remains one of the best-selling video games of all time, with more than 500 million players worldwide to date. The brand will be celebrating its 25th anniversary in 2025 with exciting product launches and more.

Magic Light Pictures and Scholastic Children’s Books will work together to deliver an exciting ‘Zog Day’ in June, including a special event at Warwick Castle. Look out for influencer gifting and social competitions, fresh YouTube content and exciting commemorative memorabilia marking a milestone year for the brand. Zog continues to spread his wings following the announcement of a preschool series, commissioned by BBC Children’s and Education. The animated comedy adventure series will comprise 52 x 11’ episodes for 4-6 year olds. More to follow on this later in the year.

Brandgenuity is helping to expand The Sims’ universe and bring the brand to vibrant life through lifestyle categories, including apparel, accessories, collaborations, collectables, games and publishing, expanding its presence online and across brick-and-mortar channels. In 2024, Brandgenuity announced that it had secured three apparel and accessories licensees for The Sims: Ripple Junction, The Forecast Agency and Difuzed. These new licensees - industry leaders, with best-in-class design and sales expertise - will ably interpret The Sims in fashion apparel and accessories categories and bring these products to retail fashion specialty, department, mid-tier, mass and online channels in the US, Europe and the Middle East, answering Simmers’ longawaited calls for product in a comprehensive, meaningful way.

Above: A celebratory ‘Zog Day’ will take place in June to mark the brand’s birthday.

Above: Brandgenuity will continue to drive licensing partnerships for The Sims in the brand’s 25th anniversary year.

A golden year for Maya the Bee

In 2025, Studio 100 International will be celebrating the 50th anniversary of Maya the Bee’s first TV appearance, a milestone on her journey from the classic 1970s TV series to her recent CGI-animated adventures. Maya’s charm and cultural impact have also reached the big screen with three feature films: Maya the Bee Movie (2014), Maya the Bee: The Honey Games (2018), and Maya the Bee: The Golden Orb (2021).

To honour the special occasion, Studio 100 International has created a unique anniversary logo showcasing the classic 1970s Maya alongside her contemporary CGI counterpart. A dedicated style guide accompanies the logo, offering international agents and licensees tools to develop anniversarythemed products and activities. To further support promotional efforts, an electronic press kit and social media kit with clips and images will also be available. The global anniversary branding will kick off in January 2025.

In Germany, the celebrations will culminate in 2026, commemorating Maya’s 1976 debut on ZDF, which kick-started her journey to becoming a pop icon. For decades, audiences in Germany and worldwide have embraced Maya as a symbol of curiosity, kindness, and adventure. Since 2019, she has also championed sustainability and bee protection through her Project Poppy Meadow initiative, reinforcing her connection to nature and environmental awareness.

“Our cherished Maya the Bee has been inspiring and entertaining generations for half a century, and this milestone is a testament to her universal appeal and enduring values,” says Kleinschmidt, director of marketing and brand management, Studio 100 International. “As we celebrate her 50th anniversary, we look forward to sharing her joy, curiosity and sense of adventure with even more fans around the world.”

Bulldog gears up for three special celebrations

Bulldog Licensing will be celebrating milestones for three well-loved, but very different brands in 2025: Mr Bean, Bananaman and Me to You

The visual and often non-verbal comedy that drives Mr Bean’s success has continued through live action, animation, two hit films, a vast online presence and enormous popularity in close to 200 countries. Imagery from both live and animated formats informs a licensing campaign which targets multiple categories including (to name only a few) homeware, stationery, t-shirts, toys, collectables, bags and greeting cards.

Homeware, candles, diffusers, car air fresheners and watches are among plans for 2025, the year when Mr Bean reaches 35 and the latest animated series launches.

The imminent 30th anniversary of Carte Blanche Greetings’ award-winning Me to brand is about one character in particular. The timeless appeal of Tatty Teddy, the cute grey bear with a blue nose, now extends well beyond its original incarnation as a greeting card character to make it a staple part of the UK brand landscape.

Tatty Teddy-inspired adult and children’s daywear, nightwear and swimwear, pins and appliqué patches, art kits for decorating

Above: Bulldog has plans for Mr Bean in the homeware category. Below: Tatty Teddy has evolved from a greetings card brand to a lifestyle favourite.

Below: Maya the Bee’s 50th anniversary is supported by a dedicated logo and style guide.

stationery, plush and greeting cards are all big sellers to a wide demographic through cross-category licensing programme cross-generational appeal will drive celebrations of Tatty Teddy’s 30th birthday in the coming year.

Next year marks 45 years Bananaman – the only superhero who can save the day and count towards your five-a-day – first emerged as a new (and slightly green) star in 1980. Britain’s fruitpowered hero is gearing up for a big year in 2025. Fans can look forward to celebratory hijinks and misadventures featuring Eric Wimp’s beloved alter ego in the year ahead.

Sophie Yates, brand manager at Bulldog Licensing, says: “These licensing partnerships may seem very distinct, but longevity has given them all a strong appeal to a wide demographic and we will be serving all markets of all ages to reflect that appeal.”

Looking further ahead, Beano, one of the most iconic and recognisable brands in children’s entertainment, is marking several significant anniversaries in the coming years. Dennis the Menace will celebrate his 75th anniversary in 2026 the comic itself celebrates 90 years of entertaining kids and families in 2028.

More to celebrate in 2025

(65), Operation (60) and Spirograph (60), while Monopoly’s 90th anniversary will be celebrated with new product launches and other activity.

Warner Bros. Discovery properties marking anniversaries in The Flash (85), The Goonies (40), Tom & Jerry (85) and

the classic brand created by Dick 70th anniversary in 2025. Expect major promotions and wide media coverage, licensing and retail announcements. Peanuts’ 75th anniversary and it’s set to be an incredible milestone year for the iconic brand, with new content, immersive exhibits, exciting partnerships and retail statements worldwide. since the publication of Tove Moomin story, The Moomins and the Great Flood. The brand will be celebrating with a global campaign based on the slogan ‘The Door is Always Open’, comprising fresh content, a competition to design a Moominhouse, charity partnerships, exhibitions, publications and social content.

• Two of Universal Studios’ most iconic movies will be marking major milestones in 2025. Back to the Future turns 40, while the film that set the standard for edge-of-your-seat suspense and made a whole generation afraid to go swimming, JAWS, celebrates 50 years

• Hasbro has a raft of iconic games with big birthdays imminent, including Barrel of Monkeys (60), Game of Life

Top: Bananaman is celebrating 45 years in 2025.

Centre: Family favourite Monopoly is turning 90.

Bottom: Peanuts is gearing up to mark its quarter century.

Pokémon NEXT LEVEL

From its origins in Japan in 1996 as Game Boy video games Pokémon Red and Pokémon Green, Pokémon has grown into one of the most popular and successful entertainment franchises in the world. At the heart of its enduring success lies its multifaceted universe, which seamlessly integrates video games, the Pokémon Trading Card Game (TCG), mobile apps, competitive Play! Pokémon events, animation, movies, publishing and a vibrant array of licensed products, from the niche to the mass-market. Partnering with renowned names in fashion, lifestyle and retail, Pokémon continues to set benchmarks in creativity and engagement through its diverse global licensing collaborations, designed to appeal to an ever-expanding fanbase of all ages and nationalities.

From a partnership with Aardman to new game releases and fashion collaborations, Pokémon continues to find fresh and culturally relevant ways to connect with its global fanbase. As it readies for its 30th anniversary in 2026, the world’s biggest single property is fully charged and ready for another outstanding year, as LSB discovers.

Building on its strength in the apparel and accessories sector, Pokémon teamed with fashion lifestyle brand Skinnydip London in August 2024 for a 200-piece collection of apparel, tech accessories and phone cases that drew on the nostalgic appeal of the brand to target a Gen Z and Millennial audience. Featuring Original 151 Pokémon characters such as Jigglypuff, Mew, Gengar, Psyduck and Bulbasaur, the collection was supported by a launch event and a store takeover in Camden for a month, and was Skinnydip’s most successful collaboration to date.

The Pokémon x Eastpak collection, which launched in December 2024, celebrated the thrill of exploration with backpacks and

Bottom left: Eastpak has released a range of backpacks and accessories inspired by Grass, Fire, and Water-type Pokémon.

Bottom: 2027 will see Pokémon and Aardman join forces for an exciting animation project.

Inset and below centre: Clarks launched its second Pokémon collection in December 2024.

Game changers

Constant innovation drives Pokémon’s success in the gaming sphere. Its mobile game sensation Pokémon GO has achieved more than 1 billion downloads since it launched in 2016, while innovative app Pokémon Sleep – a combined sleep tracker and game that taps into the health and wellness trend – has had 20 million downloads worldwide since its launch in July 2023. Pokémon’s video game portfolio also continues to evolve, bringing fresh adventures for players. Pokémon Legends: Z-A, releasing simultaneously worldwide on Nintendo Switch in 2025, features an exciting new adventure within Lumiose City, where an urban redevelopment plan is underway to shape the city into a place that belongs to both people and Pokémon.

accessories inspired by Grass, Fire and Water-type Pokémon. In the same month, footwear retailer Clarks built on the success of its A/W 2023 adult range – which achieved a 90% sell-out rate within just a month – with its second collection, focusing on ‘evolved’ Pokémon Venusaur, Charizard, Blastoise and the Legendary Pokémon Mewtwo. Toy and game continues to be one of Pokémon’s strongest categories.

Scrabble Pokémon 2-in-1 Game and Hasbro’s Pokémon Monopoly, both of which offer a fun twist on a classic format. Funko added new characters to its Pop! Vinyl range, and The Wand Company expanded its popular range of die-cast Poké Ball Replicas.

The Pokémon Trading Card Game remains a powerhouse, fuelled by dynamic expansions such as Scarlet and Violet: Shrouded Fable and Scarlet and Violet: Stellar Crown, and the recently released, free-to-start Pokémon Trading Card Game Pocket app for iOS and Android devices offering an innovative, fun new way for fans to enjoy the game.

Master toy partner Jazwares’ awardwinning toy line continues to flourish, with 2024 additions including Fuecoco and Bellibolt Squishmallows, articulated characters and the innovative Battle Spinner Arena Set, where trainers can spin, launch and battle with their chosen Pokémon character spinner. 2024 also saw the release of Ravensburger’s Pokémon Labyrinth Glow in the Dark board game, as well as Mattel’s

Screen success

Pokémon continues to leverage its universal appeal to drive consumer engagement in the FMCG sector. Recent promotions include a campaign across the Nordics and Baltics, CEE, Germany, the UK and Ireland and Italy with Actimel that saw 23 different Pokémon adorning bottles of its yoghurt drinks. Also in Italy, Pokémon renewed its partnership with Estathe, with a new range of decaf ice tea for kids that launched in September. As it heads towards its 30th anniversary year, Pokémon continues to deliver the captivating storytelling, gaming innovations and imaginative partnerships that have kept it in the spotlight for almost three decades. Watch out for new ways to connect, play, and celebrate a universe that continues to inspire joy and adventure on a global scale.

Animation plays a crucial role in keeping Pokémon at the forefront of pop culture. Pokémon Horizons: The Series – the first new mainline Pokémon animated series in over 25 years – debuted in 2024 and marked a fresh chapter for the franchise, engaging a new generation of fans and propelling the brand forward with new stories and characters. Dual protagonists Liko and Roy and their partner Pokémon, Sprigatito and Fuecoco, will return in Pokémon Horizons: Season 2 —The Search for Laqua, which debuts on BBC iPlayer in January 2025. Anticipation is also high for Pokémon’s collaboration with Aardman, announced for 2027, which will bring the iconic claymation studio’s storytelling flair to the Pokémon universe.

Top: Skinnydip’s 2024 Pokémon collection is its most successful collaboration to date.

Above: Jazwares will be making new additions to its Pokémon Squishmallows range in 2025.

Right: Season 2 of Pokémon Horizons is coming to BBC iPlayer in January.

From big anniversaries and award wins, through to classic games brands getting a new lease of life through consumer products and newcomers successfully forging a path, the gaming sector has kicked off the New Year with a bang. LSB rounds up some of the latest news.

e beautiful game

Tinderbox bolsters Atari brand

Classic gaming brand, Atari has teamed up with Sauce Shed to launch 10 hot and BBQ sauces inspired by its games.

The partnership was brokered by Atari’s global licensing agency Tinderbox, the specialist digital division of Beanstalk

The collection – called Atari Sauce – combines the spirit of Atari’s well-known titles, such as Asteroids, Centipede and Breakout, with Sauce Shed’s culinary creativity.

Every ingredient, down to the design of the bottles, has been carefully selected to stay true to the game’s essence.

In addition, a partnership has also been secured with gifting specialist ThumbsUp to launch a range of retro-inspired products that play homage to Atari’s place in gaming history. The collection invites retro gaming fans to experience the brand with unique, one-of-a-kind products including a mini arcade, wall art and drinking accessories (including a decanter set and Atari beer glass).

Marvel’s Spider-Man 2 shines at 2024 TIGA Games Industry Awards

The winners of the 2024 TIGA Games Industry Awards have been crowned, with the sold out event of 300 industry VIPs attending to cheer the games, studios, universities and service support companies that excelled over the past year.

Among the winners was Sony Interactive Entertainment which dazzled with Marvel’s SpiderMan 2 securing Best Use of a Licence, while Best Large Studio went to Rebellion.

Sony also picked up Game of the Year for Helldivers 2, while Ninja Theory was recognised for blending storytelling with emotional depth, earning Best Action & Adventure Game and Diversity in Games for Senua’s Saga: Hellblade. Playtonic Games took Best Arcade Game for Elsie, a vibrant title that harks back to classic gaming with a fresh, dynamic spin.

For the third consecutive year, Activision’s Call of Duty franchise collaborated with Fabacus to offer bonus, in-game content for the release of Call of Duty: Black Ops 6, redeemed via consumer products purchased exclusively at George at Asda. Uniting and connecting physical Call of Duty product to digital, in-game content, fans will be

Marvel’s Spider-Man 2

Below: Atari Sauce combines the spirit of the brand’s well-known titles with Sauce Shed’s culinary creativity.

Inset: Call of Duty: Black Ops 6 is the latest instalment in the hit franchise.

Growth for LEGO Fortnite

New changes to the world of LEGO Fortnite have begun to roll out, as LEGO Fortnite becomes a new, centralised location for family friendly LEGO play experiences within Fortnite.

A major game update for LEGO Fortnite Odyssey – the new name for LEGO Fortnite, the original survival crafting game – launched in December 2024. The update introduced all-new areas to explore, enemies to overcome and gameplay features. In addition, Epic Games and the LEGO Group has also launched LEGO Fortnite Brick Life – a social role-play game that invites players to make new friends, build their dream lifestyle, and move into a new home in the heart of a bustling city.

LEGO Fortnite is also now its own category within Fortnite, bringing together all LEGO content within the game as a centralised destination and underlining the commitment between LEGO and Epic Games for a long-term partnership.

“One year on from our unveiling of LEGO Fortnite, these launches reflect the LEGO Group and Epic Games’ ongoing commitment to continuing to bring even more varied and diverse play experiences to players of all ages,” said Remi Marcelli, svp and head of LEGO GAME at the LEGO Group. “We’re sure that players are going to love the new adventures and ways to play as these updates bring to life a number of new dimensions of LEGO play on Fortnite.”

able to scan live QR codes concealed within exclusive Black Ops 6 apparel, produced by Fashion UK, and register their details to receive a digital calling card, for use within the game.

For the past two years, the range has sold out, with fans worldwide keen to get their hands on the rare in-game content not available anywhere else.

“It’s great to be utilising this technology again,” commented Brooke Carpenter, senior director of consumer products at Activision Blizzard. “We know our products represent so much more than just the clothes our fans wear. Teaming up with Fabacus has allowed us to seamlessly find ways to connect our digital and physical ecosystems, while providing incredible value to both our customers and retailers.

“With the launch of Call of Duty: Black Ops 6, we’re able to make this unique connection for ASDA customers by pairing both a physical and digital item with this collection. We continuously strive to meet the fan where they are and this is just a great example of creating those connection points for the Call of Duty fandom.”

London Games Festival 2025 takes shape

The 10th anniversary edition of the London Games Festival is promising to be the biggest yet, with the programme of core events being revealed and applications open for game submissions.

London Games Festival 2025 runs from Wednesday 2 April to Sunday 13 April. Headlining the event line-up is New Game Plus, a new consumer games expo that will showcase upcoming games from around the world across all platforms – it will take place at the London Museum’s exhibition spaces on London Wall. The event will be open to both the public and professionals, including an industry conference alongside it.

A number of other core festival events have been locked in for 2025 as well – including the BAFTA Games Awards (Tuesday 8 April), Now Play This, the Games Finance Market, convergence conference Screen Play, plus LGF’s annual Trafalgar Square activities.

London Games Festival is supported by the Mayor of London and is delivered by Games London, an initiative from Film London, the capital’s screen industries agency, and video games trade body Ukie (The Association for UK Interactive Entertainment).

2024’s festival edition already solidified London Games Festival’s position as the UK’s biggest games event with over 100,000 people in total taking part.

Tetris brand extends 40th anniversary celebrations

Legendary puzzle game, Tetris is continuing with its 40th anniversary celebrations

Spin Master will be launching a range of Tetris-inspired puzzles and games including multi-player board games, puzzles, cards and more, all designed to capture the gameplay of Tetris in creative, tactile formats. The first wave of products will launch globally in autumn 2025.

ARIKA, developer and publisher of the Tetris arcade series Tetris: The Grand Master, has announced it will release a new Tetris game in Q1 2025 on Steam, continuing the legacy of challenging and engaging Tetris gameplay for fans around the world. Community-based streetwear brand, The Hundreds has launched a new line of apparel merging the Tetris game’s imagery with its street style, while art and apparel company ILTHY has released a limited edition collection.

APMEX will continue its successful collaboration, with Tetris-themed images on gold and silver coins, while Olympia Le-Tan will launch a refreshed collection featuring two new Tetris-inspired handbags in autumn 2025.

Right: LEGO Fortnite Odyssey is the new name for LEGO Fortnite, the original survival crafting game.

Above: Spin Master will be launching a range of Tetris-inspired puzzles and games.

Below: The 10th anniversary edition is promising to be the biggest yet.

THE SHOW

For the first time since 1881, the home of dinosaurs, London’s Natural History Museum, is touring theatres across the UK!

Ever since they were first identified in the 1800s, dinosaurs have sparked the imagination of kids and adults alike and for the first time ever, the world-renowned Natural History Museum has teamed up with Mark Thompson Productions to take you on a dinosaur adventure like no other.

We’ll go on a pre-historic journey together to the Triassic, Jurassic and Cretaceous periods and watch the life-like dinosaurs come alive right on stage!

Not only that, but we’ll also find out more about fossils, time scales and how our planet has changed over hundreds of millions of years.

So get ready for a roaring experience like no other as Natural History Museum presents Dinosaurs Live comes to a town near you.

Age guidance: 3+

TOUR DATES

News of

Licensors and agents based outside the UK share their takeaways from 2024 and their goals for 2025, the challenges affecting the licensing industry and the opportunities waiting to be seized, plus the one word they’d use to sum up business in the year just gone and the new one just beginning.

Australia: Justin Watson, md and co-founder, Asembl Brands

“Asembl performed well in 2024. Growth in FMCG/CPG categories continued, driven by impactful campaigns with clients like Perfetti Van Melle and Chupa Chups. We also took on the global management of sportswear brand Rip Curl, focusing on key strategic categories and collaborations which will begin launching in 2025.

This year, we will be deepening our relationships with clients and increasing collaboration with other businesses within the Merchantwise Group. For example, we are working with our gaming and entertainment licensing agency, Merchantwise, to strategically develop FMCG/CPG categories for some of their clients, and will be launching multiple FMCG/CPG categories for Minecraft in 2025.

Italy: Maurizio Distefano, president and owner, Maurizio Distefano Licensing

“2024 saw some difficult market conditions. At retail, reduced consumer spending and the falling birth rate have hit inventory. Retailers are buying fewer goods and only the best-selling properties make it to the shelves.

However, 2024 was a good one for our agency in terms of success and awards. We secured many new deals and renewals for our core properties and added some new ones to our roster, such as Care Bears and MGA Entertainment

The kidult market is a strong part of our focus now, as is IP targeting young adults. This includes food and drink brand extensions (we already work with Baileys and Guinness) and music. These have grown substantially during 2024, and the outlook for both is positive for 2025, too.

Challenges for both clients and licensed partners include rising ingredient costs. However, consumers are still willing to invest in products that deliver exceptional functionality, value and experiences. This presents a great opportunity for product teams to innovate entire categories.

Finally, Gen Z and Gen Alpha also represent opportunities, with licensed brand extensions and collabs offering authentic ways for brands to connect with these audiences.

My word for 2024 is focus, and for 2025, transformative.”

We announced some major new partnerships for kids’ property Bing, including one with the Italian Society of Paediatrics (SIP). Masha and the Bear remains a big hit, with new master toy Giochi Preziosi launching a number of products.

2024 was about resilience. 2025’s word is growth – of course!”

Below: Justin Watson. Inset: Growth was driven by impactful campaigns with clients including Chupa Chups.

Left: Maurizio Distefano. Above: Masha and the Bear remains a big hit.

Iceland: Helga Árnadóttir, ceo and co-founder, Tulipop & Tulipop Studios

“For us, the biggest moment of 2024 was completing production of our Tulipop Tales preschool series, with 52 episodes now available. We also green-lit our next Tulipop production, a series of three 30-minute films with a seasonal theme, commissioned by all the Nordic broadcasters. Finally, we closed some great broadcast deals, teaming up with RAI in Italy and TF1 in France, to name a few, and signed a licensing representation deal with MBC in the Middle East

Spain: Valentin Ortiz, ceo, Stor

“We will close 2024 on a business increase of 6–8%, and expect an amazing 2025 based on the numbers we are managing by now; our income orders and listings for Q1 2025 are beyond expectations

Our main aim for 2025 is to progress the roll-out of Tulipop internationally across TV and VOD. We are also gearing up to bring Tulipop merchandise and experiences to markets where the TV series has already hit screens, working with MBC in the Middle East and other licensing partners. With over 300 Tulipop products available in Iceland and strong licensing experience in our home market, we hope to be able to bring Tulipop products to new fans around the world quickly.

2024 has been exciting for Tulipop and in 2025 we are aiming for growth!”

Stitch has performed brilliantly; we are still seeing big growth for the property as the launch of the live action movie approaches. Other entertainment IP experiencing a surge in interest are Gabby’s Dollhouse, Minecraft and Wednesday

Current challenges in the market are dictated by the world events such as war and political instability. Retail challenges are related to the current exchange rate, some unexpected tax increases in China on some products and the lack of stability on freight rates.

We’re launching our new kids’ line with more than 30 new toolings and refreshed designs for key characters. We’re also launching four new toolings and designs on our generic lifestyle brand, Quokka We experienced stability in 2024 and have high expectations for 2025.”

US: Lisa Streff, svp licensing & brand development (North America), Global Merchandising Services

“We had a solid year, with new clients signed (including Oasis (right) and Fender), some unique collabs, new licensing partners and product launches.

Our focus in 2025 for the US market will be to develop and implement programmes to support major client milestones and events. We have the Oasis Live 2025 World Tour kicking off in summer and the 30th anniversary of their What’s the Story, Morning Glory? album, supported by new product launches planned throughout the next year.

We also have 50th anniversary celebrations for both Iron Maiden and Motörhead, with Iron Maiden playing their largest-ever UK headline show at the London Stadium in June. Fender will be celebrating its 80th anniversary in 2026, and we will have some big news coming for both Backstreet Boys and Ozzy Osbourne. There will be specific collaborations celebrating Mötley Crüe’s Las Vegas residency, too.

We continue to branch out into other business sectors, such as lifestyle and entertainment, with clients including Spinal Tap and Beavertown Brewery

The biggest challenge continues to be a super-competitive market, both in the increasing saturation of licensed product at retail and the competition independents like us face against major studios. For 2024, my word is expansion; for 2025, it’s scale.”

Inset: Production was completed on Tulipop Tales last year. Below: Helga Árnadóttir.

Right: Lisa Streff.

Above: Valentin Ortiz.

Come and experience the Spirit of Play at the world‘s largest trade fair for toys and fascination!

Tuesday – Saturday

Nürnberg, 28 Jan – 1 Feb 2025 … and the adventure starts again

US: Russell Binder, founding partner, Striker Entertainment

“2024 was a good year for Striker. We have some strong and steady IP, including Five Nights at Freddy’s, Blade Runner and AMC’s The Walking Dead, and we picked up some fantastic new projects like DOMO, Emily the Strange, and a 45 year old horror IP that we intend to announce early this year.

We have continued to grow our film and TV production business, which focuses on adapting IP and has some big projects in production and development in Hollywood.

Anxiety and speculation surrounding tariffs is a big challenge right now. Shelf space continues to shrink while IP churn appears to be increasing.

However, I think next year is going to be exciting as new technologies continue to make our business more efficient. Based on 2024’s box office performance, we’re encouraged about how feature film franchises can perform in today’s market. We see growth there, but are leaning into digital and UGC, and categories of products including food and beverage, health and beauty, and DTC.

Transformative sums up 2024. For 2025, I have two

US: Roz Nowicki, global head of consumer products, Miraculous Corp

“The standout achievement for the Miraculous franchise in 2024 was the formation of Miraculous Corp, a joint venture between Mediawan and animation studio ZAG. With its 10th anniversary next year, Miraculous is poised for significant growth under the leadership of Miraculous Corp’s ceo Andy Yeatman. This new era promises new seasons, spin-off characters, special TV events, immersive digital experiences and a second animated feature film

We’ll be launching season 6 of the Miraculous: Tales of Ladybug & Cat Noir TV series in 2025, and announcing new partnerships and initiatives throughout the year to honour our 10th anniversary. And with over 400 important licensing partners across every key category, we aim to continue creating exceptional products and experiences that resonate with fans worldwide.

The industry is facing economic uncertainties such as inflation and shifts in consumer spending. However, our track record and the universal appeal of the Miraculous brand – which blends superhero action, comedy, romance, and relatable coming-of-age themes – give us a distinct advantage.

My word for 2024 is change. Two words for 2025: new beginnings!”

Germany: Marco Hüsges, ceo/founder, The Emoji Company

“2024 was a good year for the emoji company. Together with our partner we invested heavily in the LBE space and will see the fruits of that in 2025.

This year will see the launch of exciting brand collaborations, in particular in the toy and entertainment space, but also within standard licensing categories.

Balancing rising costs and keeping abreast of constantly evolving trends and shifting consumer expectations remain key challenges for our business. In the retail space, adapting to inflation, supply chain changes, and optimising retail space all continue to have an effect.

Growth opportunities exist in sustainability, digital engagement and unique product offerings. Our focus is on China and the Middle East, in various categories, including amusement attractions and entertainment.

My word for 2024? Ambitious. And for 2025, it’s harvesting.”

words: guarded optimism.”

Above: Russell Binder.

Above: Roz Nowicki. Below: Season six of Miraculous: Tales of Ladybug & Cat Noir will launch in 2025.

Above: Marco Hüsges.

Europe’s leading responsible sourcing show

US: Leslie Levine, owner/founder, Licensing Works!

“We are pleased with our gains in 2024. A major focus for us was building out DTR relationships for collaborations launching throughout 2025. We have new retail and licensee partnerships aligned for the Kewpie franchise that we’re excited to announce. Zorro has several anniversaries in 2025, including The Legend of Zorro 20th, and the franchise continues a robust upcoming five-year entertainment slate

We’re building out a merchandise licensing programme in support of The Wingfeather Saga, which was recently shortlist nominated for the 2025 KidScreen Award for Best Web/App Series – Original. We have new entertainment in the works for the Winchester Mystery House, while The Little Prince classic programme continues to expand throughout North America and key LATAM countries. Moulin Rouge, coming off a strong 135th celebratory year, will expand into new categories. New publishing across all IP remains a top priority with new announcements coming in early Q1 2025, notably in comic books and novelty publishing. 2024 was a year of expansion. The word to sum up 2025 is collaboration.”

Cyprus: Helder Lopes, vp creative functions and R&D, Outfit7

“2024 was a year filled with achievements. We launched My Talking Hank: Islands, which introduced new gameplay that elevates the virtual pet genre, and celebrated My Talking Angela’s 10th anniversary with the new Fashion Editor feature.

Beyond gaming, we finished production for animated series Talking Tom Heroes: Suddenly Super, and secured a broadcasting deal with Warner Italy. In 2025, we’ll be working on new licensing activations tied to the series.

We also expanded globally by partnering with new licensing representatives in the UK, Brazil, India and other territories.

Our biggest challenge is showing traditional business partners the true power of gaming and the importance of being where the audience is. As we expand globally, balancing the needs of diverse markets is also something we’ll be working hard to achieve. The entertainment industry has faced challenges in recent years, but the opportunities for us lie in staying bold, continuing to innovate with new games, expanding our series to new territories, and taking creative risks.

Turkey: Vladimir Nabatov, business development director, Project First

“2024 has been a milestone year for us, driven by the success of Leo the Truck Season 3 is currently in production, with seven episodes already released on YouTube and Amazon Prime and the full season set to premiere by spring. Our brand is growing with exciting spin-offs, including Sing with Leo: Cars and Sing with Leo: World Hits musical albums, alongside a live-action toy car show. Additionally, Leo World continues to expand new locations and engaging features.

2024 was about 2025 will be about

Leo’s popularity has soared globally, especially in LatAm, Turkey, China and Germany. We’ve launched books with Panini in Germany and partnered with agents in the Iberian Peninsula, LatAm and Turkey, with further representation in progress. For 2024 and 2025, our word is expansion - we aim to inspire, create, and grow across new platforms and territories.”

Right: Vladimir Nabatov. Above: The popularity of Leo the Truck continues to build globally.

Right: Helder Lopes.

Above: New licensing activations for Talking Tom Heroes: Suddenly Super are being planned for 2025.

Bnd

masters

LSB takes a look at some of the latest collaborations, launches and initiatives in the brands, lifestyle, art, FMCG and corporate sector.

M&M’s teams with kate spade new york

M&M’s has teamed up with global lifestyle brand, kate spade new york, for a limited edition collection of candy-themed handbags, jewellery and accessories.

The collection includes a leather 3D crossbody and chain coin purse; a 3D crossbody and packet key fob inspired by the classic Peanut M&Ms packaging; plus fashion accessories including bracelets, earrings, necklaces, charms and stackable rings inspired by M&M’s recognisable shape.

Charlotte Warshaw, vp, Americas wholesale, global licensing and collaborations at kate spade new york, said: “kate spade new york has always been rooted in joy through personal style and self-expression, with products that deliver vibrant pops of colour, playful patterns and dimensional textures. This collaboration delivers just that.”

Thelwell brand builds

The Thelwell brand has been enjoying a busy lead in to the winter season.

The brand sponsored a Cherhill Shetlands pony in the Shetland Pony Grand National for the second year, while its pony, Dan, and jockey, Fleur, were chosen to run in the prestigious London International Horse Show in December and will also be flying over for the Hong Kong International Horse Show in February.

When it comes to product, a new collection of Thelwell wallpaper has been produced in the US by Chelsea Secor. Featuring the original drawings of Norman Thelwell, the three styles are playfully named ‘Sittin’ Chilly’, ‘Tails Up’ and ‘Balancing Act’.

Finally, after the successful inaugural collaboration in 2024 between Thelwell and The Pony Club for the annual art competition, the Thelwell family is continuing the partnership for a second year. This year’s theme will be Pony Club Through the Seasons.

WildBrain CPLG welcomes Peugeot brand

WildBrain CPLG has been appointed by Etablissements Peugeot Fréres and its subsidiary Peugeot Fréres Industrie to represent the Peugeot brand globally across selected lifestyle categories including home and garden, electricals, sports equipment, toys and infant products.

The Peugeot brand specialises in home and family equipment including kitchenware, DIY, sports accessories, outdoor furniture and luggage among others.

WildBrain CPLG will explore strategic licensing opportunities to continue to extend the brand, through its Corporate & Lifestyle brand representation and management team, ASPIRE

“We see significant opportunities to bring premium partners onboard building on Peugeot’s position in lifestyle products, both in European territories as well as new markets,” commented Meike de Vaere, svp partnerships and business development at WildBrain CPLG

Thibault Martin-Dondoz, ceo at Peugeot Fréres Industrie, added: “We are happy to partner with WildBrain CPLG’s seasoned team for this ambitious programme to push forward our selective licensing activity internationally.”

Left: The Peugeot brand specialises in home and family equipment.

Below: It was Thelwell’s second year sponsoring a Cherhill Shetlands pony in the Shetland Pony Grand National.

Inset: The collaboration includes candy-themed handbags, jewellery and accessories.

Licensing Link Europe on board with artist Henry Fraser

Licensing Link Europe has been appointed as the exclusive licensing agent for artist, Henry Fraser

The strategic partnership aims to expand Henry’s distinctive art into new consumer products categories and collaborations across the UK and internationally.

Henry is a bestselling author and mouth-painter, and has inspired millions with his compelling artwork and life story. After a life-changing spinal cord injury left him paralysed from the neck down, Henry embarked on a remarkable journey of resilience, using art to express his creative vision. His work, characterised by rich emotional depth and extraordinary technique, has gained a significant following across social media and the art world.

Licensing Link Europe will be responsible for developing a comprehensive licensing programme, translating Henry’s artistry into products that resonate with his fan base and attract new audiences. Categories will include homewares, wall art, stationery, giftware and fashion, as well as potential collaborations with key retail and consumer brands.

IMG moves Goodyear brand into the toy space

The Goodyear brand has joined forces with kids’ toy specialist, Red Toolbox, to launch a new Goodyear Pretend Play line.

The collection offers a number of pretend play items for children to explore automotive, car mechanics and car care.

The partnership was facilitated by IMG, Goodyear’s licensing agency.

The Goodyear Pretend Play Line aims to spark curiosity and creativity in children by giving them handson experiences in the world of cars and automotive repair. The collection features realistic toys such as tyre-changing kits, mechanic tool sets and car care accessories, engaging young minds in pretend play that promotes problem-solving, imaginative exploration and the development of fine motor skills.

Seminal and Big Picture Licensing forge partnership

Label and licensing agency for visual artists, Seminal has confirmed a new strategic partnership with Big Picture Licensing

The company has appointed Big Picture Licensing to support and represent Seminal as an introducer agent model to identify and develop new innovative licensing partners on a global basis.

Seminal’s extensive global roster allows licensees to curate artist collaborations with precision, either searching for specific artist styles, or artist demographics and their online presence.

Ami Rosenfeld, ceo at Red Toolbox, commented: “The Goodyear brand is synonymous with quality and innovation, and we are thrilled to collaborate with them to bring the world of automotive mechanics to life for kids.”

Beanstalk welcomes Ritz Paris brand

Ian Woods, head of Seminal Consumer Products, commented: “We are delighted to be working with Big Picture Licensing to help us identify innovative global partnerships. Seminal’s distinguished global artists provide licensees with unparalleled access to styleguides and a dedicated, unique licensing portal to work with visionary storytellers, indefinitely.”

Beanstalk has been appointed to represent the iconic Ritz Paris brand.

As its exclusive global licensing agency, Beanstalk will extend Ritz Paris into a variety of lifestyle categories through partnerships that reflect and celebrate the glamour, heritage and timeless elegance of the world-renowned luxury brand.

Beanstalk will look to develop a curated collection of lifestyle products that echo the legacy and embody the spirit of Ritz Paris. The licensing programme will invite consumers around the world to enter the Ritz universe and experience the pinnacle of French luxury through a broad range of products across categories including home décor, furnishings, apparel, accessories, fragrance and more.

Right: Seminal curates and connects the world’s best visual artists and storytellers to retailers, suppliers and agencies globally.

Right: Licensing Link Europe will

Below: The Red Toolbox collection offers a number of pretend play items.

THE ONLY AWARDS TOTALLY DEDICATED TO AWARD BRAND AND LIFESTYLE LICENSING

THE AWARDS ARE NOW OPEN FOR ENTRIES. THEY ARE FREE TO ENTER AND DONE SO ENTIRELY ONLINE DEADLINE FOR ENTRY IS THURSDAY 6TH MARCH 2025

The 2024 winners of the awards will be revealed at a lavish afternoon event held at The Royal Lancaster Hotel, Lancaster Terrace, London on Thursday 24 April 2025

The B&LLAs bring together retailers, licensees, brand owners and representatives to celebrate excellence in brand and lifestyle licensing.

For information on reserving tickets or tables to the event, please contact: Clare Hollick at Createvents Ltd using clare@createvents.co.uk or calling +44(0)1183 340085 For information on sponsorship or any other enquiries please contact: Ian Hyder, Joint MD of Max Publishing on +44 (0)7525 634306 ianh@max-publishing.co.uk

Awd

Now in its 10th year, the Brand & Lifestyle Licensing Awards is open for entries for 2025, as it looks to continue its recognition of this ever expanding and important sector of the licensing business. Here’s what you need to know.

Entries for the Brand & Lifestyle Licensing Awards 2025 are now officially open –with the event returning to the Royal Lancaster London on Thursday 24 April 2025

Now in its 10th year, the B&LLAs gives the brand and lifestyle licensing and retail sector an opportunity to be recognised and rewarded separately to the massive character and entertainment licensing sector which is covered by The Licensing Awards (held in September).

The B&LLAs 2025 – which is owned and organised by Max Publishing – will look to reward brand and lifestyle licensing activity which has taken place in the UK between 1 January 2024 to 31 December 2024, across Product, Retail and Property categories. In addition, the Brand Ambassador Award will also be presented to a special individual (brand owner, licensor, retailer, licensee or supplier), acknowledging their contribution to the brand licensing sector, while the Rising Star Award will recognise and reward excellence among those ‘new to the brand licensing sector’ in the UK who have shown real potential in the continued evolution of the sector.

The deadline for nominations and entries across all categories is Thursday 6 March 2025

The entry and nomination process for all categories is free and via online submission – all the forms can be accessed from the dedicated B&LLAs website at www.brandlicensingawards.com.

Brand Licensing Europe will be returning as the headline sponsor of the Brand & Lifestyle Licensing Awards 2025, while Licensing International will once again be lending its support.

“We’re delighted to return as headline sponsor for the B&LLAS 2025,” commented Anna Knight, svp licensing, Informa Markets. “Brand and lifestyle licensing is among the most creative, innovative and authentic.

“We were also delighted to see some of the retailers who attend BLE winning big at last year’s B&LLAs – yes, Primark, Iceland, DFS, Dunelm and Boots, we’re pointing a congratulatory finger at you – and can’t wait to see who takes the trophies home in 2025.”

Steve Manners, head of global marketing and UK md, Licensing International, continued: “Licensing International is delighted to support the B&LLA Awards and sponsor the Rising Star category once again.”

A number of stellar names have also pledged their support as sponsors including Beanstalk, Blues Group, Brandgenuity, CAA Brand Management, Country Living/House Beautiful, Difuzed/Drew Pearson, Fabacus, Golden Goose, Laura Ashley, Lisle Licensing, Metrostar, National Trust, Natural History Museum, Octane5, Pink Key Licensing, Poetic Brands, Products of Change, Sanderson Design Group, Sara Miller London, Seminal, Start Licensing and The Wyld Bunch.

For sponsorship, entry questions or general enquiries on the B&LLAs, you can contact one of the licensing team at Max Publishing as follows:

Ian Hyder (ianh@max-publishing.co.uk)

Jakki Brown (jakkib@max-publishing.co.uk)

Rob Willis (robw@max-publishing.co.uk)

Samantha Loveday (saml@maxpublishing.co.uk)

www.brandlicensingawards.com

STEM sells

AHaving launched in August 2024, the Science Museum Group’s new STEM badge is proving a versatile addition to its licensing toolkit. Used to indicate toys and games that promote scientific learning through play, it has applications across publishing and the live space too, says the Group’s Head of Licensing and Commercial Partnerships, Amy Harbour.

under the Science Museum Group umbrella – the Science Museum in London, the Science and Industry Museum in Manchester, the National Railway Museum in York, the National Science and Media Museum in Bradford, Locomotion in County Durham and the Science and Innovation Park in Wiltshire –will know that the ‘wow!’ moments and boundless fun they offer are built on a solid bedrock of educational values.

“The Science Museum Group has a really strong history of science learning and communication with children, going right back to 1931 when we opened our first Children's Gallery at the Science Museum,” says Head of Licensing and Commercial Partnerships, Amy Harbour.

“We’ve developed our STEM badge as a way of communicating that to parents, carers and educators. It’s a stamp of approval

from a trusted institution, denoting our decades of hard work and expertise in the sector.”

The STEM (Science, Technology, Engineering and Maths) badge has been applied to licensed toys and games that impart meaningful STEM learning and science communication above and beyond their play value. The first products bearing the badge – including a 3-inch Mini Plasma Ball from new licensee partner Funtime Gifts, available from WH Smith and Waterstones – have already hit the shops, and more will follow in 2025, including a wider selection of Funtime Gifts’ scientific lighting products and new materials science toys, such as slime and putty.

“Our STEM badge approved products show how we’re willing to work closely

Inset: Science Museum: The Live Stage Show will tour the UK from February 2025.

Right: Amy Harbour, Head of Licensing and Commercial Partnerships.

Below: Funtime Gifts’ Mini Plasma Ball is one of the first products to bear the new STEM badge.

with partners in order to communicate the science behind them in an engaging way,” says Amy. “Our licensees have engaged positively with the process, because while we’re proactively getting them to think more scientifically about their products, we’re learning from their own knowledge and expertise, too. That’s what makes these partnerships so exciting and interesting. We work with people who have the same ambition as we do – to inspire the next generation of scientists, engineers and inventors. Having that shared outcome at the heart of things makes everything else easier.”

Looking ahead

The Science Museum Group’s efforts to engage the next generation with science extends beyond the walls of its museums, Amy explains. Its stage production, Science Museum: The Live Stage Show, is based around the hands-on experiments and spectacular demos that are the hallmarks of the Group’s Wonderlab galleries (at the Science Museum, the National Railway Museum and the National Science and Media Museum). The engaging live show toured the length and breadth of the UK from February to October 2024 and will hit the road again this February, reaching audiences who might not be able to visit the Group’s five museums in person.

“The live show exceeded our expectations, and this year’s promises even more exciting experiments,” says Amy. “We knew that Mark Thompson Productions was the right partner; they really understand science communication and STEM learning. One thing I particularly love about the show, besides the fact that it’s huge amounts of fun, is that it highlights inventors like TIME Magazine’s Kid of the Year, Hemen Bekele, who at 14 invented a soap that helps combat skin cancer. The message to children watching the live show is clear: ‘You can work in science and discover things too’.”

■ The Science and Industry Museum in Manchester is extending its partnership with the BBC in 2025 with a second major exhibition based on hit children’s show Operation Ouch!. Entitled Operation Ouch! Brains, Bogies and You, it will run from February 2025 to January 2026.

■ The Science Museum Group is launching two new style guides. The first, available now to coincide with 200 years of the modern railway, is a designled guide called Timeless Journeys, inspired by the stunning vintage railway posters in its collection.

■ Following the success of the Flying Scotsman’s centenary in 2023, the Group has begun working on a children’s licensing programme for 2029 celebrating the bicentenary of Stephenson’s Rocket and the Liverpool–Manchester Railway.

Next year will see the Science Museum make its first-ever foray into the annuals category, in partnership with publisher Farshore. The STEM badge-approved Science Museum 2026 annual will be space-themed and, Amy promises, “chock-full of really fun puzzles and games and experiments to do at home.”

“Farshore are experienced at what they do and have great distribution channels,” she says.

“Annuals are a really important reading tool and, in some cases, might be the only book a child will receive in a year. We think the children that read our new annual will have fun and engage in some great science learning as well.”

For more information on Science Museum Group licensing and the STEM badge, visit sciencemuseumgroup.org.uk/brandlicensing.

Above: The Museum Group’s fun exhibits have science learning built in.

Right: The first ever Science Museum Annual will be published by Farshore in August 2025.

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Aykroyds is entering 2025 on a high following a successful last 12 months which saw it strengthen its team with new heads of licensing and sales, welcome fresh licences and further bolster its retail relationships. Now, with a move into the lifestyle arena thanks to a deal with Coca-Cola, the nightwear and daywear licensee is looking to really push on and see how far it can go. LSB finds out more.

Best dressed

We had high expectations set for 2024 and we’re really pleased to say that we have not only met, but exceeded them,” begins Robyn Cowling, head of licensing at Aykroyds when LSB asks how 2024 was for the popular apparel licensee. “We’re looking to land a record year and are aiming even higher for 2025… so no pressure!”

Aykroyds is certainly entering the New Year in a buoyant mood. Robyn joined the company last year, arriving at the same time as Craig Moore who took on the role of head of sales, and working alongside Louise Hinds as head of creative. The three of them have a unique symbiotic relationship and support each other across the business, all being involved in strategy and future planning. Notably, under the guidance of Louise, the design team has seen significant growth, with the team

doubling since she joined in 2021. While nightwear remains the key focus, the daywear category has seen a significant shift during this period, with elevated designs and retail footprint to match. When it comes to licences, Robyn says that the company is working on some great things at the moment. Bluey was a hero in the preschool space last year – something Robyn believes is set to continue in 2025 – while Squishmallows and Wicked struck a chord with tweens and ladies and teens respectively.

Inset: Bluey was a hero in the preschool space last year for Aykroyds.

Inset: From left, head of creative Louise Hinds, head of sales Craig Moore and head of licensing, Robyn Cowling.

New for this year will be Dora the Explorer, Dr. Seuss, Pembe the Pink Cat and One Piece, while Pokémon will also be key.

In addition, there is also a move into the lifestyle space, with Coca-Cola joining the roster. “This was thanks to an industry connection and a really fruitful meeting at Brand Licensing Europe,” Robyn explains. “CocaCola is a fantastic extension for the Aykroyds portfolio - with its cross-generational appeal mirroring our demographic it is a no brainer. They have been dreamy to work with so far and we’re looking forward to sharing some of our designs in the coming months.”

Does this mean Aykroyds will be looking to add further lifestyle brands to its portfolio? Absolutely, says Robyn: “If the brand is right, then we’re open to anything and we’ve got a few irons in the fire. That said, we don’t want to overload our portfolio, so will be sure to grow this area meaningfully, with conviction and our retailers’ support. Our strong retailer relationships and our regular in-house trend research mean that we have a brilliant guide to what the consumers are seeking out and an enviable existing portfolio to complement that.”

While Robyn acknowledges the challenges affecting Aykroyds and its industry peers, she is also quick to highlight the positives. “Theatrical releases are really coming back to their previous heights and, hopefully, retailers will continue to grow in confidence to support that with consumer products campaigns, as Wicked

2025 and beyond

has proved most recently,” she offers. “We're looking forward to that trajectory with lots of theatrical releases in our licensed portfolio. We’re planning further growth in all product categories across kids and adults, and to maintain our strong working relationships with both licensors and retailers.”

Speaking of the ever evolving retail landscape, Robyn notes that retailers are “striving to show up with conviction”, with a wider product offering and cross category promotions.

“We have seen a shift with grocers’ and fashion retailers’ handwriting, with grocers looking for more design and licensing support and design teams working on full cross category ranges where possible,” she explains. “Our retail partners are looking to have more inclusive ranges that sit cohesively with own brand nonlicensed collections. We have also seen further growth in ‘Fam Jam’ ranges with even more planned for 2025. Bluey is a firm stand out here, with collections covering Mother’s Day and Father’s Day, as well as seasonal options.”

“The biggest thing we learned last year is the importance of being adaptable,” says Robyn. “Staying flexible and embracing new ideas, really listening to our team and customers have been key to pushing through challenges and driving growth.

“This year, we want to focus on connecting more with our customers. We’re investing in advanced technology to make things smoother and better for everyone. We’re so proud of how the team has shown resilience and creativity last year. Going forward, we’re excited to keep building on that, explore new opportunities and see how far we can go as a business.”

Inset: Aykroyds is planning further growth in all product categories across kids and adults.

Left: Squishmallows enjoyed a healthy 2024 and will continue to be key for Aykroyds in 2025.

Right & far left: Nightwear remains the company’s predominant focus, but the daywear category has also seen a significant shift over the past few years.

Gary Wadhwani, along with his younger brother Dino, co-founded Craft Buddy in 2010 when Dino spotted an opportunity to sell craft supplies on eBay, a marketplace that was in its heyday at the time.

After selling on eBay, the brothers tried a domestic trade show, and from there on the B2B business grew. Gary recalls “by 2014, we had a healthy mix of both B2C and B2B sales, and could count the likes of QVC, Hobbycraft, Paperchase and John Lewis among our customers. Today we have a team of approximately 40 people; can count toy chains, supermarkets, hobby chains and gift stores among our valued customers; work with licences like Disney and Warner Bros; and have just crossed eight figure turnover in the year ending 2024.”

Craft Buddy, the arts and crafts company behind the popular Crystal Art and Paint By Numb3rs brands, started life as a side hustle, selling on eBay 15 years ago. Now the company is a global player, with a growing portfolio of licensed ranges, with much more to come.

Come Cft with me

a portfolio of licensed arts and crafts products that appeal to fans young and old. According to Gary, the key to Craft Buddy’s success in licensing is the interactive nature of its products. “With our products you can interact with your favourite characters in a much more intimate way than a regular toy or collectible, because you are playing a role in creating and building the end product itself. There is something very powerful about this. You feel more connected to the end product, and more inclined to keep and display it and show it off on social media.”

A major milestone for Craft Buddy came with its entrance into licensing in

Success for Disney sticker album

Today, Craft Buddy works with an impressive range of licensors, including Disney, Warner Bros.

One standout best-seller in the past 12 months has been the Disney 100 Crystal Art sticker album, a collaboration with Disney, to celebrate Disney’s centenary year. “This was a marriage of crafting and collectible stickers and was phenomenally well received by consumers with more than 2 million units sold by the end of 2024,” says Gary.

Above: Harry Potter has been a stand-out success for Craft Buddy.

Left: Crystal Art Junior is aimed at young crafters with larger gems.

Below: he Disney 100 Crystal Art sticker album has been a huge success.

Discovery, Peter Rabbit, Marvel, Star Wars, Me To You, Paddington Bear, LOL Surprise! and DC.

“Our licensed portfolio is growing, but I wouldn’t say fast; and this is very deliberate on our part,” says Gary. “We’re very careful and strategic about the licensors we partner with. Given that we serve multiple demographics with our products, the best licences for us are those in which the characters resonate with both a young and adult audience.”

In 2024, the company signed over 30 new retail partnerships, 20 of which are UK-based and others spanning key European markets including Germany, Italy, France, Portugal, The Netherlands, Belgium, Poland, Austria, Luxembourg and Slovakia. In the UK retailers include Ryman, The Entertainer, Asda, Forbidden Planet, John Hall Group (who own Spar North). Rewe, the leading German supermarket chain, has also recently onboarded Craft Buddy.

An award-winning year

Craft Buddy picked up an impressive 20 industry awards in 2024, starting with a Hero Toys Award in January at London Toy Fair for Series three of the Crystal Art Buddies range. The company was a first-time finalist at The Licensing Awards 2024, and had consumer wins from Dadsnet and Made For Mums, plus an impressive 13 BlogOn awards at the two 2024 events. It capped of the year by winning the Home & Living Growth award at the inaugural UK & Ireland TikTok Shop Awards.

sticker album with Warner Bros.

Discovery. This new offering will bring the magic of Hogwarts to through Crystal Art and crafting creativity.

Additionally, Craft Buddy is launching its first range specifically aimed at younger crafters.

Crystal Art Junior has been developed with a specific focus on supporting handeye co-ordination of children ages 4 and up. With bigger gems and a larger pick-up pen, the introductory range features five fanfavourite characters.

Looking ahead to 2025, the company is poised for even greater success. “I truly believe that our spring/summer product range is one of our best yet and we are so excited to show it at all our key trade shows in Q1 2025, including the Hong Kong previews, London Toy Fair, Spielwarenmesse Nuremberg and Creativeworld Frankfurt.

Gary is particularly excited about the upcoming launch of the Harry Potter HP102 Crystal Art

“We have also been monitoring the surging popularity of collectibles and blind bags, and with this front of mind we have worked closely with Disney to introduce another industry-first: our Crystal Art pin badge collection,” says Gary. “This is an innovative 2-in-1 Crystal Art product showcases 15 iconic Disney characters including Stitch, Simba, Lotso, Elsa, Olaf, Mickey and Minnie Mouse, Aladdin and more.”

Gary is excited about the future of Craft Buddy, saying: “We’re expecting continued growth in the UK, Europe and further afield too. Crystal Art is being carried by more and more sectors now –gift, stationery, toy, bookstores, supermarkets –and the interest is only growing. We believe we have a really solid platform now, built upon a superb team, a wide base of customers home and abroad, and multiple sales channels, including B2B and B2C. This will enable us to springboard our growth in the years to come.”

CRAFT BUDDY

Above: The Craft Buddy team won the Home & Living Growth award at the UK & Ireland TikTok Shop Awards.

Left: The Harry Potter Crystal Art sticker album is bound to be popular with fans in 2025.. Below left: Coming in 2025 is the first pin badge blind bag offering.

Left: Moana features in the new Crystal Art Buddies season four.

It’s captivated cinema audiences across the world, and turned retail pink and green with a host of consumer products and retail activations. LSB catches up with Jay Visconti, svp consumer products EMEA at Universal Products & Experiences, to find out the secret to Wicked’s success, how licensees fully embraced the launch of the first movie and how the momentum will continue through 2025 for the arrival of movie two.

icked is a magic combination of so many things – a great story, incredible casting and filmmakers, the music, the sets, the costumes – all of which come together to build a real emotional connection with fans of all ages,” begins Jay Visconti, svp consumer products EMEA at Universal Products & Experiences. “It’s a special, once in a generation kind of alchemy.”

While the stage show began back in 2003, Wicked’s universal themes of empowerment, friendship and self-discovery resonate with audiences perhaps now more than ever. The movie –part one of which hit cinemas last November –allows for a grander storytelling canvas, offering the chance to delve deeper into the characters and themes while also enhancing the visual spectacle.

Anyone who has seen the film can testify to its sheer vibrancy and this has been reflected in the consumer products programme. Indeed, the partner list is vast and Wicked is practically inescapable at retail. It is a truly cross category effort – led by

fashion and lifestyle – from partners including H&M, GAP, Aldo, Loungefly, Crocs, Cambridge Satchel, LUSH, Shark and r.e.m. beauty, along with toys and collectables from Mattel, LEGO, Noble Collection, Ravensburger and more.

Local retail partners also came on board to support in a variety of pink and green hues – from Primark and Marks & Spencer, through to Galleries Lafayette and Liberty of London.

Notable was the amount of support which licensees put behind the launch. For example, LUSH debuted its biggest licensed range ever with a pop-up shop at London’s St. Pancras alongside a Wicked-themed Christmas tree, while Liberty of London featured a major window and in-store takeover which included two special edition custom fabrics.

Jay continues: “Wicked is a brand that the fans embrace as a lifestyle opportunity.

There’s a passion for the look and feel of these characters and iconic lyrics, plus the incredible design of the film inspired us and partners in new and different ways… really allowing us to go all in on pink and green and in a variety of hues, which again the audience is responding to in the best way as it offers something for everyone.

“We wanted to be

Inset: Wicked’s themes of empowerment, friendship and self-discovery resonate deeply with audiences.

Inset: Galeries Lafayette was a key retail partner in Paris.

Right: Jay Visconti, svp consumer products EMEA, UP&E.

On stage and screen

Wicked has been running since 30 October 2003, making it the fourth longest running Broadway show.

The West End show, meanwhile, has been running since 2006.

It has been seen by over 65 million people worldwide and has been performed in 100 cities over 16 countries. It has also been translated into seven languages.

The movie was released on 22 November 2024 and, as of 3 January 2025, the US box office is more than $450 million, while the international box office has taken more than $230 million.

Movie two, Wicked: For Good, will arrive in cinemas on 21 November 2025. The splitting of the adaptation into two films ensures that fans will experience the full narrative without losing any of the musical’s iconic moments or emotional beats.

thoughtful about categories and piece types that really resonates with the target audience, and then post film one release our plan is to build and broaden [the collaborations]. We're really excited about what’s coming next, and while I can't share specifics just yet, there is definitely more in the works for 2025.”

UP&E and its partners have certainly worked hard to ensure the story’s themes have been translated into the consumer products development and marketing execution – making sure everything is authentic to the film, characters and storylines. Universal is proud of the partners on board and the programmes which have been created, with the number of firsts truly incredible for a first time IP.

should expect to see more throughout 2025.

“In 2025 we will be focused on building upon the success of the first Wicked film,” Jay continues.

“At the heart of this is how do we broaden while retaining the integrity of this new global franchise, and also gearing up for movie two. With the help of our licensing and retail partners, we will continue to defy gravity and we can’t wait for fans around the world to experience what’s next.”

Franchise building

With 2024 being notable for a number of ‘box office events’, Wicked having done the same and hopefully more in the Universal portfolio for 2025, does Jay believe we are seeing a return to the golden age of cinema and film?

There is still plenty in the tank as the build begins to movie two, however, with the focus being firmly on a multi-year strategy with best-in-class partners which leaned into the pink and green takeover envisioned for the autumn and Christmas season. Room has been left to build and broaden, and we

Absolutely, he says.

“As a studio, we’re acutely aware that we aren’t just creating movies, we’re building 360 brand franchises that endure,” he offers. “The movie is often just the launch and it’s consumer products that become the beating heart of a symphony of long-term marketing.”

Above: As well as a window and in-store takeover, Liberty of London launched two special edition custom fabrics.

Left: Marks & Spencer embraced the pink and green theme.

LSB asks a selection of licensees and retailers how they have embraced Wicked, their inspirations for product and how they are building on momentum in the run up to the release of movie two in November.

Citizs of

Richard Radford, head of licensing, Bioworld International

Anthony Duckworth, md, Dreamtex

"The amazing box office success of Wicked has only been exceeded by the quality of product and sell through enjoyed by all, and we're excited for this to continue well into 2025. This will lay the foundations for an even bigger opportunity at launch of the second movie."

Sarah Jackson, director of licensing, Primark

“We were delighted to partner with Universal Products & Experiences on our Wicked x Primark collection. From vibrant occasion wear to luxury nightwear, there was something enchanting for everyone and, in particular, we saw a fantastic reaction to our home accessories including the sellout travel mug, tumblers and candles.

It’s been so exciting to see our customers embrace the collection and create their own magic with these pieces, all the while enjoying the quality and affordability Primark is known for.”

"With part two of Wicked set to release in November, we’re investing in building on the incredible momentum of the first film and the success of our bedding, blankets and cushions collection, inspired by the iconic pink and green palette and beloved characters, Elphaba and Glinda. Our main goal for 2025 is to expand and evolve our Wicked product line, introducing new colourways and product categories that reflect the magic and spirit of this iconic story. It’s an honour to contribute to something so beloved, and we’re committed to delivering designs that capture the creativity, quality and detail fans know and love."

Robyn Cowling, head of licensing, Aykroyds

"Wicked is a unique brand with a gorgeous storytelling nature and a vibrant colour palette which is perfect for apparel. Our products for Wicked are really special too - some designs are more literal, targeting the super fans, while others are sophisticated and subtle, appealing to a wider audience, using materials and finishes which elevate the products to reflect the style and polish of the movie. It’s been a wickedly pink and green ride so far and we’re excited to go bigger and bolder in 2025.”

Inset: The CP programme for Wicked is a cross category effort led by fashion and lifestyle.

Below: Richard Radford.

Below: Sarah Jackson.

Right: Primark has seen a fantastic reaction to its Wicked collaboration.

Below centre: Anthony Duckworth.

Below: Dreamtex will be further expanding and evolving its Wicked product line in 2025.

Right: Robyn Cowling.

Right: Aykroyds is excited to go ‘bigger and bolder’ in 2025.

Fashion & Living

Asda

Aykroyds

Bioworld International

Dreamtex

H&M

Hunter Price International

Kiabi

Kipling

LUSH

Marks & Spencer

Next Poetic Brands

Primark

Sophia Webster

TDP

Tesco

Food, Beauty & Care

Dr Paw Paw

Britvic (Robinsons)

KP Snacks (Butterkist)

Valeo Foods (Poppets)

Stationery

BIC

Blueprint Collections

Toys & Hardlines

Disguise

Funko

Insight Editions

KIDdesigns

LEGO

Mattel

PCO/Snapco

Ravensburger

Rhinoshield

Rubber Road

The Noble Collection

Department Store

Galeries Lafayette

Toys, Stationery, Home & Apparel

Müller

Above: Tesco featured key activations in-store.

Above: Müller is supporting Wicked across toys, stationery, home and apparel.

the latest activity.

Talk

CHANEL and The Boat Race Company Ltd have revealed a new long-term partnership, with CHANEL as Title Sponsor and official Timekeeping Partner.

The 2025 event will become The CHANEL J12 Boat Race – The Women’s Boat Race and The Men’s Boat Race will take place on Sunday 13 April along the 4.25 miles of the Championship Course between Putney and Mortlake in London.

“We are delighted to sign a strategic partnership with The Boat Race who share the same values of collective endeavour and the pursuit of excellence,” commented Frédéric Grangié, president at CHANEL Watches & Fine Jewellery. “It’s an honour to be the first ever official timekeeper in the race’s 195-year history to simultaneously become Title Sponsor and principal partner.

“We look forward to working with The Boat Race over the coming years to bring this partnership to life, through the world of CHANEL and our iconic J12 watches.”

Aston Villa and adidas celebrate Ozzy and Black Sabbath

Aston Villa has unveiled a new collaboration with adidas and rock icons Black Sabbath bringing together the two passions of football and music.

The new launch features a limited edition Predator football boot and a specially designed Villa shirt which pays homage to the Prince of Darkness himself, Ozzy Osbourne, and the band.

Both pieces celebrate Osbourne’s influence in music and culture and offer a unique bridge between sport and rock history, continuing the creative journey of adidas x Villa and Black Sabbath, where Ozzy and Geezer Butler of Black Sabbath featured in a one-of-a-kind launch video to announce the partnership.

The custom version of the Predator 24 boot was handpainted by artist Jordan Dawson, who drew inspiration from the iconic albums from the band. In conjunction with the launch of the Predator boot, adidas and Aston Villa released a limited edition shirt emblazoned with ‘Black Sabbath’ on the back. Only 250 adult men’s shirts were available to buy with a Black Sabbath patch (200 home shirts, 50 black goalkeeper).

Leeds United adds Fanatics to its team sheet

Leeds United has secured a new retail partnership with Fanatics, which will enhance the retail experience for Leeds fans both in the city and across the world.

The partnership will see Fanatics become the exclusive operator of the Leeds United online store, and all official retail locations based across the city including the flagship store at Elland Road.

Fanatics will utilise its experience of working with more than 900 sports clubs and organisations globally to improve the shopping experience for Leeds fans, providing them with a seamless experience, wherever and whenever they shop.

Along with being a distributor for Leeds United’s adidas product, Fanatics will have the rights to manufacture a wide variety of fanwear and accessories.

Inset: The CHANEL J12 Boat Race will take place on Sunday 13 April.

Below: The collaboration features a limited edition Predator football boot and a special Villa shirt.

Above: The new Fanatics partnership will aim to enhance the retail experience for Leeds fans.

Formula 1 and Pacsun take the sport’s fashion to ‘new heights’

Building on the success of the partnership the two brands have had since 2022, Formula 1 and Pacsun have confirmed a multi-year renewal of their licensing agreement which will continue to take the sport’s fashion ‘to new heights’.

Youth retailer, Pacsun will continue to tap into the sport’s growing fandom in the US, particularly among young females. Formula 1 now has over 45 million fans in the US and TV viewership in the territory has increased by 89% since 2018. It is also the top market globally for followers and engagement levels on social media.

Offerings will be available for both adults and children at different price points. Limited edition collections have been designed for select Grands Prix throughout the 2024 season, including Monza, with a focus on Italian elegance, and Austin, highlighting the State’s country roots.

Tottenham Hotspur reveals remastered brand identity

Tottenham Hotspur Football Club has unveiled a remastered brand identity, which aims to embrace its rich history and heritage.

The remastered brand is being rolled out across all the Club’s physical and digital touchpoints.

This is the culmination of a nine-month journey with sports branding specialist Studio Nomad, gathering input from over 300 current and former players, coaches, key staff and fan groups to fully understand what Tottenham Hotspur means to them.

Tottenham Hotspur took a step in 2006 to modernise its identity by simplifying the badge around its famous cockerel, that has since stood alone in minimalistic, iconic fashion and which other clubs are now doing.

Today, the cockerel is supported by a silhouette version that allows for a more playful expression of the brand.

The Club has reintroduced, modernised and remastered the THFC monogram – a fan favourite from the 1950s that went on to feature heavily on the Club’s badge for many years.

Colours and patterns built from iconic elements of the Club’s past have also been introduced, as well as a suite of hallmarks developed to celebrate key heritage features, including the Seven Sisters Trees, Bruce Castle and 1882 – the Club’s founding year.

The Club’s font has also been given a new lease of life, with a single display font being turned into a dynamic, variable family of fonts.

LEGO revs up with Formula 1

The LEGO Group and Formula 1 have unveiled a new range of LEGO sets which are due to launch early this year, in time to celebrate the 75th anniversary of Formula 1

The product reveal marks the first step in a new multi-year partnership between the two brands.

As part of the product line-up, for the first time ever, all 10 F1 teams will be featured across the product portfolio, including sets from LEGO Speed Champions, LEGO City, LEGO DUPLO and LEGO Collectibles.

Younger fans and parents can also share their passion for racing with the new LEGO DUPLO Town F1 Team Race Cars and Drivers.

"We are thrilled to partner with Formula 1, an iconic brand that shares our commitment to innovation, creativity, and inspiring future generations,” commented Julia Goldin, chief product and marketing officer at the LEGO Group. “This collection uniquely combines the excitement of Formula 1 with the endless possibilities of LEGO play, capturing all 10 teams on the F1 grid for the first time. Our goal is to bring families together to build, explore, and share their passion for the sport, offering something truly special for everyone."

Emily Prazer, chief commercial officer at F1, added: “This fantastic range caters to our entire fan base, with each set celebrating a crucial element and the intricate details of the world of Formula 1, from the pitstops and team garages to the car itself. We share our fans excitement to see this special partnership come to life and I cannot wait for fans to start building.”

Inset: Pacsun is looking to tap into the growing F1 fandom in the US.

Below: The re-mastered brand identity is the culmination of a nine-month journey.

Above: All 10 teams on the F1 grid are captured for the first time in the new LEGO sets.

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.

From playtime to dreamtime – experts in every line

Specialist divisions designing & manufacturing Kids & Adult Nightwear, Babywear, Fashion Sportswear & Outdoorwear

Character Clothing Specialists

Tuesday 3 June and Wednesday 4 June 2025

London’s Business Design Centre

PG Live 2025 is a licensing fest with so many exhibitors recognising the potential that licensing can bring to their business while many more are keen to licence out their world-leading designs for other products.

Over 180 fabulous companies have already booked their stands… including Danilo, Ohh Deer, Carousel Calendars, UK Greetings, The Art File, Hype, Cardology, Woodmansterne, ArtPress, Carte Blanche Greetings, Ling Design, Great British Card Company, Origamo, Hallmark, Glick, Abacus Cards, Penny Kennedy and Deva Designs.

Where and When

When: Tuesday 3 – Wednesday 4 June

Where: Business Design Centre, London Times: 9.30am - 6pm on 3 June

(1st night party ‘til 8pm) 9.30am - 4.30pm on 4 June

An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2025 is not to be missed!

Over 180 fabulous companies have already booked their stands… and there are plenty more in the pipeline.

Want to know about exhibiting or taking sponsorship at PG Live 2025? We have stand options and sponsorship opportunities to suit all shapes and sizes. Contact: Tracey Arnaud on 07957 212062 traceya@max-publishing.co.uk Warren Lomax on 07977 572086 warrenl@max-publishing.co.uk www.progressivegreetingslive.com

Netflix - Warner Bros - Disney -Marvel - Nintendo - DC.. plus more fan favourites!

2025 Guide to Services and Suppliers

Capabilitie s

Imagine8 Accessories

Imagine8 specialise in licensed character merchandise.

Accessory licensee

Cross-category licensee

In house c reative

One-stop supply c hain

Product i ntegrity

QA/ QC

Logistics

25 years of experience taking care of our partners.

to School

And many more....

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 DEVELOP PRODUCTS & CREATE RULES FOR BRAND GUIDELINES

WE DELIVER BRANDS & PRODUCTS TO GLOBAL RETAILERS

PRODUCTS & PACKAGING

‘Proud to be the graphic reproduction and printing company to The Licensing Awards, Licensing Source Book and Max Publishing’

Some of the great people we’ve worked with...

BASED IN LONDON, METHOD UK IS A BESPOKE DESIGN, REPROGRAPHICS AND PRINT COMPANY, SPECIALISING IN PRODUCING AND MANAGING ALL MANNER OF WONDERFUL PROJECTS

START LICENSING

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

Trade PR

Website Copy

Regular Columns

Product Placement

Placed Features

Speech Writing

Copywriting

Competitions

Social Media Management

Website Design

Digital Marketing

THE ONLY AWARDS TOTALLY DEDICATED TO AWARD BRAND AND LIFESTYLE LICENSING

THE AWARDS ARE NOW OPEN FOR ENTRIES. THEY ARE FREE TO ENTER AND DONE SO ENTIRELY ONLINE DEADLINE FOR ENTRY IS THURSDAY 6TH MARCH 2025

The 2024 winners of the awards will be revealed at a lavish afternoon event held at The Royal Lancaster Hotel, Lancaster Terrace, London on Thursday 24 April 2025

The B&LLAs bring together retailers, licensees, brand owners and representatives to celebrate excellence in brand and lifestyle licensing.

For information on reserving tickets or tables to the event, please contact: Clare Hollick at Createvents Ltd using clare@createvents.co.uk or calling +44(0)1183 340085 For information on sponsorship or any other enquiries please contact: Ian Hyder, Joint MD of Max Publishing on +44 (0)7525 634306 ianh@max-publishing.co.uk

2025 Spring-Summer Collection