Licensing Expo 2022 Exhibitor Preview

Welcome to Nevada

Inset: Dino Ranch is now emulating its US success in the UK.

Over 200 companies will be exhibiting at the Mandalay Bay Convention Center in Las Vegas for the return of Licensing Expo from 24-26 May. LSB highlights a selection of companies across the character, entertainment, lifestyle, sports and art categories to find out what they will be showing. Universal Brand Development

Universal Brand Development will be showcasing a rich portfolio of properties from its film and TV creative partners including Universal Pictures, Illumination, DreamWorks Animation, Peacock, as well as nostalgic Vault properties.

A key focus will be Jurassic World Dominion; with products already at retail ahead of the movie arriving in cinemas, fan anticipation is high. Minions: The Rise of Gru also makes it worldwide debut this summer and should be a hit with visitors.

Upcoming from DreamWorks Animation is the latest instalment in the Trolls franchise, arriving in 2023. On the TV front, the studio’s homegrown preschool

Boat Rocker

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Preschool brand Dino Ranch – which combines two strong play patterns for the age group, dinosaurs and cowboys – is now emulating its US success in the UK. A hit on Disney+ since launch in April 2021, it is now available to a wider audience on Tiny Pop. Master toy partner Jazwares begins the roll out of its new range this summer, with Scholastic’s story and sticker books also available.

Meanwhile, huggable hero Love Monster raised his profile as the face of Comic Relief’s widely distributed early years fundraising packs for Red Nose Day. The company will also be talking about The Next Step which is set for an eighth series.

animation, Gabby’s Dollhouse, continues to build a global audience, consistently debuting among Netflix’s top ten kids shows. 2022 also marks the 40th anniversary of E.T. the Extra-Terrestrial, with celebratory products and activities planned. Looking to 2023, and the 30th anniversary of Jurassic Park and the 40th anniversary of Scarface are both in the calendar, while JAWS will hit 40 in 2024.

Moonbug Entertainment

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Visitors to Licensing Expo will be able to learn more about hit shows CoComelon, Blippi, Little Baby Bum, My Magic Pet Morphle, Lellobee City Farm and the newly acquired Little Angel.

All of the shows have different core themes and propositions, but they all share the company’s core values such as kindness, empathy and resilience.

Jazwares

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Jazwares will be making its Licensing Expo debut this year with the wildly popular Squishmallows plush brand.

As Squishmallows continues to evolve into a global lifestyle brand, Jazwares will be snuggling up to new UK licensing partners, teaming with best-in-class licensees to create meaningful fan-first product extensions for UK fans and collectors (see page 69 for more).

UK Squishmallows sales doubled in 2022, while ranking as the second fastest growing property on UK NPD. It also picked up the US toy industry’s top honour earlier this year, the Toy Association’s overall Toy of the Year Award.

Right: Squishmallows was named Toy of the Year in the US earlier this year.

Above: Moonbug’s portfolio currently stands at 29 IPs.

Moonbug’s shows are on more than 150 platforms globally including YouTube, Netflix, Amazon Prime Video, Sky, Super RTL, BBC iPlayer, HBO Max, Tencent, Youku and Roku. Its portfolio currently stands at 29 IPs available in 32 languages.

WildBrain CPLG

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WildBrain CPLG arrives in Las Vegas having recently bolstered its US operations, opening an office in India and revealing plans for Asia Pacific including expansion in Shanghai and new offices in Singapore, Taipei and Seoul.

Strawberry Shortcake, Teletubbies and Chip and Potato headline a robust slate. Supported by the original new animated series, Berry in the Big City, Strawberry Shortcake is backed by a master toy range from Moose Toys, publishing from Penguin Random House, a new Roblox game and an extensive franchise programme. In addition, classic Strawberry Shortcake is also enjoying a new surge in interest. Meanwhile, Teletubbies is celebrating its 25th anniversary with a colourful calendar of activity. Chip and Potato will stand out with plush from Jakks Pacific and homewares from Betesh, while the agency is also representing Moose Toys’ Magic Mixies in the US.

Its recently launched ASPIRE division (see pages 42 and 43 for more) will also highlight its corporate and lifestyle portfolio.

Left: Teletubbies is celebrating its 25th anniversary this year.

TSBA Group

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The TSBA team will be discussing its raft of sporting and heritage brands currently in its roster.

These include the oldest and most prestigious golf championship in the world, The Open (turn to pages 112-113 to find out more on its upcoming plans); Transport for London; the National Portrait Gallery, which houses the most extensive collection of portraits in the world; and the FIA World Rally Championship, described as an epic motorsport adventure of man and machine against the elements.

TSBA is part of the Cre8 Group of companies, working in tandem with its sister companies to create licensing programmes that resonate with consumers worldwide.

Above: TSBA will be discussing its roster of sporting and heritage brands.

SEGA

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Hot on the heels of a successful and record breaking movie sequel – Sonic the Hedgehog 2 – there is high anticipation and excitement building for Licensing Expo at SEGA.

With a growing stable of top tier partners across multiple categories, the company also has an exciting pipeline full of new multimedia content including new flagship multi-platform games, a Netflix original animation and a confirmed new movie.

Left: Sonic the Hedgehog 2 has been a hit at the cinema.

Warhammer

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Warhammer is the largest and most successful hobby miniatures brand in the world. The growth of the brand over the past few years has been strong, and the company is now looking to take further advantage of the exponential demand for sci-fi and fantasy IP. It is planning to do this via its franchise strategy, with each franchise Inset: Warhammer will be celebrating its anchored to either a AAA video game or entertainment project. 40th anniversary in 2023. The first two franchises are Total War: Warhammer, the final game in the trilogy launched in February, and Warhammer 40,000 Darktide which launches on 13 September.

Looking ahead, and 2023 marks the 40th anniversary of Warhammer and plans are already afoot to celebrate and bring the brand to the attention of new audiences. It is also gearing up for the next big franchise video game launch – Space Marine 2 – with the launch trailer having been viewed live by a worldwide audience of 85 million people.

Warner Bros. Consumer Products

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WBCP – which is part of Warner

Bros. Discovery Global Brands and

Experiences - will be showcasing the studio’s biggest franchises from DC, Wizarding World, Looney Tunes, Hanna-Barbera, Game of Thrones, Cartoon Network, Adult Swim and more.

Additionally, in 2023 Warner Bros. will be celebrating the iconic studio’s 100th birthday and its legacy of a century of storytelling. WBCP will gear up for this tentpole event by highlighting an array of categories and opportunities at Licensing Expo, including a peek inside the Warner Bros. vault.

Spin Master

ZAG

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Global children’s entertainment company, Spin Master is promising a fun and interactive booth showcasing growing properties and evergreen brands including Rubik’s, which is marking its 50th anniversary in 2024.

The puzzle has sold more than 450 million units worldwide and has a staggering 98% global awareness.

In addition, Spin Master will also be highlighting its global battling franchise Bakugan, Kinetic Sand, fingerboard leader Tech Deck and preschool hit PAW Patrol, as well as a sneak peek of other upcoming Spin Master Entertainment properties.

Rainbow Group

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ZAG will be arriving at the show following a strong two years for flagship brand

Miraculous – Tales

of Ladybug and Above: Retail sales for Miraculous hit Cat Noir, while it US$1 billion as of the end of 2021. will also be presenting its newest property, Ghostforce.

As of the end of 2021, retail sales for Miraculous hit US$1billion dollars with over 400 licensing partners on board around the world and more than 230 million products sold during the past four years. Season five of the series starts to roll out Q3 2022 and the $US100M+ animated feature will premiere later this year.

The movie release will be supported by a raft of consumer products and activations including a QSR programme, an expanded toy line from ZAG Lab and Playmates, plus the first Miraculous console game among others.

Meanwhile, Ghostforce is an original comedy action series that follows three junior high school students who form a secret team to defend their city from the ghastly ghouls haunting it. Again, ZAG Labs and Playmates will handle toys, while deals have also been signed for publishing, apparel and costumes.

Left: Spin Master is promising a ‘fun and interactive’ booth at the show.

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Among the new brands for Rainbow is its adaptation of the children’s classic, Pinocchio and Friends. The series is due to premiere on CBeebies from 30 May and its appeal has already led to the company signing a number of partnerships in the licensing space.

Also on show will be preschool show, Summer & Todd Happy Farmers, which is continuing to gain momentum, plus two recently added third party licences from artistic scene, Lucia Heffernan and Jack Ottanio, both of whom the group represents internationally.

The on-going success of the live action format – FATE: The Winx Saga - on Netflix has sparked a new licensing chapter for the Winx Club brand, meaning it now spans across two target audience strategies: girls and young adults. Finally, preschool brand 44 Cats completes the portfolio.

Above: Pinocchio and Friends will debut on CBeebies on 30 May.

Sesame Workshop

BOOTH J126 Sesame Street Mecha

Builders is the first of many new Sesame Workshop originals for WarnerMedia’s Inset: Just Play is now on board as Cartoonito preschool multi-territory master toy licensee programming block. for Sesame Street.

The show reimagines Elmo, Cookie Monster and Abby Cadabby as robot heroes-in-training who use their STEM superpowers to solve wacky larger than life problems.

Meanwhile, Bea’s Block will launch later in the year, introducing viewers to a new world where vibrant and diverse wooden block characters tumble, stack and roll their way through adventures. Elmo and Tango will also star in animated holiday special, Sesame Street: The Nutcracker.

The company will also be continuing with its innovative collaborations with lifestyle brands, while Just Play is on board as multi-territory master toy licensee for US, Latin America, Europe, the Middle East and Africa.

Right: Brandgenuity will have its wide ranging portfolio on display.

In February, NFL player branded lifestyle apparel launched with ASOS, while the NFLPA programme has welcomed new partners including Great Branding and Stone Kids.

The Ed Stafford programme is also putting in a solid performance – including sold out bushcraft camps for kids and families hosted by Camp Wilderness – while the Hawaiian Tropic fragrance mists have expanded in continental Europe and Australia. The Unilever lifestyle programme has four licensees, with launches in stationery and apparel leading the way throughout the year.

Penguin Ventures

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Lindsay Pearl, head of international licensing at Penguin Ventures, will be attending Licensing Expo and is looking forward to meeting up with both familiar faces and new partners. Above: Pottery Barn is celebrating Peter Rabbit with a

Penguin Ventures – part homewares collection. of Penguin Random House UK – represents a portfolio of classic literary brands including Peter Rabbit, which is celebrating 120 years this year; The World of the Snowman, which celebrates ten years of the animated sequel, The Snowdog this year; heritage brand Flower Fairies; and the classic Spot.

Brandgenuity

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In Europe, Brandgenuity is continuing to develop licensing programmes for clients including Kahlua, Southern Comfort, Paramount, NFLPA, Unilever and MINI.

Below: Wednesday will debut on Netflix later this year.

Dr. Seuss Enterprises

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At the show, Dr. Seuss Enterprises will continue to celebrate the importance of literacy and creativity with the roll out of new product lines, programmes and initiatives, as well as growth of its entertainment and content portfolio.

From expansion within several categories including entertainment, food and toys, to the development of a new back to school programme in 2023, the company is promising an ‘exciting’ look ahead.

There is also likely to be further news on the entertainment and content deals which will see its characters come to life with Warner Brothers Animation, Netflix, The Dr. Seuss Experience, Seuss Studios, The Jim Henson Company and Dapper Labs.

Above: Dr. Seuss is eyeing categories including toys, food and beverage and infant and baby.

MGM

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MGM will focus on showcasing programmes for its portfolio of iconic films including Pink Panther’s 60th anniversary launching late next year and the debut of Netflix’s Wednesday series later this year.

It will also put the spotlight on Creed, with the third instalment hitting cinemas in November 2022, and an expansive Vikings: Valhalla licensing programme tied to the recently debuted Netflix series.

MGM is also set to highlight the expansion of its sci-fi portfolio with Robocop’s 35th anniversary and Stargate SG-1’s 25th anniversary this year, along with its extensive catalogue of classic horror films like the recent box office hit Candyman and Killer Klownz.

Spotlight Licensing and Brand Management

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The NY-based agency will be showcasing its portfolio of art/character, entertainment, publishing and digital properties.

These include British TV series All Creatures Great and Small; canine social media sensation Boo The World’s Cutest Dog; Downton Abbey; historic adventure TV series, The Last Kingdom; classic family brand Little House on the Prairie; and sentiment brand, Precious Moments.

It will also be talking to visitors about animated TV series, Samurai Rabbit and comic book series, Usagi Yojimbo among others.

Left: Samurai Rabbit is a new brand for Spotlight.

Above: Visitors to the company’s booth are promised immersive and interactive technologies ‘like no other’.

Falcon’s Beyond

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Falcon’s Beyond is an expert at creating worlds where imaginations can fly free, giving IP owners the freedom to expand their brands into the realms of immersive destinations, entertainment content and consumer products.

Falcon's will transport guests and fans into imagined worlds using its storytelling prowess and patented technologies, many of which will be showcased at Licensing Expo.

Visitors to the company’s booth will experience immersive and interactive technologies like no other through a tour of Falcon’s Licensing’s XLab. By appointment, the X-Lab will offer a 20minute demonstration of a handful of Falcon’s groundbreaking products. These include SpectraVerse, Falcon’s Vision, ON!X Theater, and other themed attraction systems leveraging real time gaming technologies and metaverse integrations.

The company will also preview its original IP in development at the show.

Jewel Branding & Licensing

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Jewel’s booth will prominently feature its cause-related brands that tell a story including the New York Botanical Garden, the

Frank Lloyd Wright

Foundation and the

National Wildlife

Federation.

Jewel will also be featuring some of its top art influencers and designers who are having great retail success including EttaVee, Bouffants and Broken Hearts by Kendra Dandy, CatCoq, Nikki Chu, Alja Horvat and CreativeIngrid.

New clients on show, meanwhile, will include Simplified by Emily Ley, Tania Garcia, Planet Cat and Shannon Snow.

Above: CreativeIngrid has teamed with Tervis for drinkware.

King Features Syndicate

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The world’s most iconic sailor man, Popeye and the famously fabulous Olive Oyl are taking over the runway with new fashion collaborations worldwide. From WROGN to Iceberg, Moncler and Intimissimi Uomo, Popeye and Olive Oyl’s unique styles are inspiring collections from high-end and streetwear designers.

The viral music sensation, Crazy Frog recently joined King Features’ roster of licensed properties and is making a comeback and growing its reach with new songs and music videos, a short-form YouTube series and smartphone games. The US merchandising programme has already begun with a collectables drop from Youtooz.

Meanwhile, gaming brand Cuphead is debuting new products and partners tied to Netflix’s The Cuphead Show.

Above: Popeye has featured on a number of new fashion collaborations worldwide.

Genius Brands International

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Genius Brands will debut two new properties at the show – Shaq’s Garage and the Stan Lee celebrity brand.

Inspired by NBA legend Shaquille O’Neal’s real life love of cars, Shaq’s Garage will premiere next spring and is a modern day animated adventure series where Shaq brings his family of cars to life. A global CP campaign will kick off with the toy category, with additional sectors including apparel, accessories, party, home, stationery, publishing, games and collectables among others.

Meanwhile, Genius Brands acquired the rights to the Stan Lee brand, which included rights to many unfinished works he left behind, as well as the rights to his name, physical likeness and signature, through a joint venture with POW! Entertainment called Stan Lee Universe.

The company will be celebrating what would have been Stan Lee’s 100th birthday this year by creating a curated product capsule – The Stan Lee Centennial Collection – featuring a range of product categories.

Right: The Stan Lee Centennial Collection will mark the iconic comic book writer’s 100th birthday this year.

Fox Chapel Publishing

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Fox Chapel Publishing will be representing Ninja Kitties at the show. Packed with messages of goodness, kindness, and empathy, the Ninja Kitties - seven royal kitties who transform into ninja kitties to save the day - make their debut through a combination storybook/activity book series this spring. Above: The new storybook/activity book series is due to launch this year.

Aimed at ages 4-8, the brand is aiming to teach children meaningful messages that build character and self-esteem, while also instilling important lessons about the power of teamwork, believing in themselves and never giving up among others.

TheSoul Publishing

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A first time exhibitor at the show, TheSoul Publishing has more than one billion followers and subscribers across social media and is now looking to dive into the merchandising world. Its top channels offer connections to a variety of product categories including beauty, toys and publishing. Its flagship brand, 5-Minute Crafts, is the world’s top DIY brand and the only channel that consistently ranks among the top ten channels on both YouTube and Facebook.

TheSoul will be looking to link up with partners to connect with the brand’s global audience who want to emulate the crafting creations on the channel.

The company will also be talking about its other brands 123 Go!, La La Life, Avocado

Couple, Polar, Baby Zoo, Muffin Socks and

Teen-Z. Above: TheSoul believes that it is in a completely unique position as a licensor.

Perfetti Van Melle

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This year, Mentos is the brand in the spotlight for Perfetti Van Melle. A new style guide has been created which not only includes a fresh approach to the brand icons, but also fashion trends and vintage holiday designs.

The company is also seeing success in the F&B aisles thanks to innovative collaborations with the signature flavours of its brands. Chupa Chups’ sparkling drinks with Korean licensee, Namyang are award nominated, with Mentos jelly drinks next on the menu.

Visitors to the booth will also be able to check out images of themed installations that have been created with Mentos and Chupa Chups in Asian malls and other venues. Finally, the company has also been tapping into the toy category for further growth.

Below: Mentos is the brand in the spotlight for 2022.