Preschool Licensing Special

ON WITH THE SHOW

“T he whole team can’t wait to get onsite at ExCeL and back to reconnecting the industry in person,” enthuses Anna Knight, vp licensing at Informa Markets. “We’ve got such a packed event in terms of exhibitors, features, keynotes, events and more. It’s going to be a hectic but brilliant three days.”

After switching both Licensing Expo (which runs in Las Vegas) and Brand Licensing Europe to virtual events due to the pandemic in 2020, Anna and the team are understandably delighted to be back in-person. And she’s not joking about the packed schedule either, with the planned activity set to be beneficial and informative for those in the preschool category.

“Our main feature this year is our Sustainability Activation in partnership with Products of Change, which ties into our What’s Next theme and is a must-stop for brands, retailers and manufacturers,” Anna explains. “It will be packed with innovation when it comes to sustainable technology, processes, materials, retail, product and fashion design. We’ll have product showcases from the likes of LEGO, Keel Toys, George at Asda, Natural History Museum, The Eden Project, Teemill and many more. There’ll also be a Health and Wellbeing Lounge, where attendees can enjoy a peaceful respite from back-to-back meetings and find healthy snacks and drinks.”

There will be two keynotes – one with Team GB and one with ViacomCBS Consumer Products which will be discussing insights from its Diversity & Inclusion efforts with a specific focus on its recent toy research. In addition, the Retail Trends Lounge is returning, plus the show will be paying tribute to Kelvyn Gardner (who passed away suddenly in January and was a key supporter of BLE over many years). The show entrances will also feature the Agents of Change galleries – the companies which are driving real change across the licensing industry.

Anna continues: “Character and entertainment and preschool are almost the forefathers of brand licensing, so the sector will always be a huge part of the show. Preschool retailers are always very well represented, too, with the likes of George at Asda, Primark, The Entertainer, Nutmeg Morrisons and many more attending.”

For those who are unable to make the in-person event, there will also be a virtual event running on 30 November and 1 December. The keynotes and retail sessions will be recorded so that those unable to watch in person have the opportunity to catch up on demand, while there will also be a wealth of content produced exclusively for the online platform including eight License Global Live webinars, three ‘in conversation with’ sessions on diversity and inclusion led by ViacomCBS, plus the inaugural Licensing U produced by trade body, Licensing International.

So what would Anna most like to accomplish with this year’s show?

“Generally, to reconnect the industry and provide them with a really solid platform to build out of the pandemic and plan for the future. Specifically, to help all attendees to realise how important it is to make the move from commitment to action when it comes to sustainability, and that even if they can only start small, they can still make a difference,” Anna concludes.

After missing the 2020 in-person show due to the pandemic, Brand Licensing Europe is returning to London’s ExCeL this month. PPS catches up with Anna Knight, vp licensing at Informa Markets, to find out what’s planned and why companies in the preschool sector should visit.

Above: BLE is returning to London’s ExCeL from 17-19 November, while a virtual event will follow on 30 November and 1 December. Above: The preschool sector is always a core part of the show.

BLE 2021: NEED TO KNOW

When: 17-19 November inperson at London’s ExCeL and 30 November and 1 December online. Who: Almost 200 companies across the in-person and virtual events are confirmed to exhibit across the three categories – Character & Entertainment, Brands & Lifestyle and Art, Design & Image. Companies exhibiting with preschool brands include Acamar, Bulldog Licensing, Coolabi, Cyber Group Studios, Hasbro, Magic Light Pictures, Mattel, Sophie la girafe, The Point.1888, ViacomCBS and WildBrain CPLG to name just a few. www.brandlicensing.eu

Left: Anna Knight, vp licensing, Informa Markets.

Left: Acamar renewed its partnership with Golden Bear Toys for a further four years in 2021.

With products launching in new categories, a national charity partnership, a launch into the US, plus new experiential partnerships opening, it’s been a busy year for Acamar Films’ Bing property. The company’s ultimate goal is for Bing to become a global icon. PPS chats to Louise Simmonds, head of UK licensing, to find out the plans for BLE and beyond.

IT’S A BING THING Below: Acamar says an industry move towards gender

While Acamar Films readies for a return to BLE this month, the team is also gearing up for its stint as the exclusive early years fundraising partner for this year’s Children in Need with the BBC. Acamar is offering a range of special Bing and Pudsey merchandise exclusively on its ecommerce platform, the Bing Store, and Bing-themed fundraising kits have been sent out to 25,000 nurseries, with imaginative ways to help change young lives across the UK.

The partnership builds on the company’s focus on experiential licensing over the past year. Alongside the permanent presence in Alton Towers and Gulliver’s Land, Bing and Flop made guest appearances at several family festivals this summer. The muchloved bunny also appeared on the big screen with Bing’s Animal Stories.

Louise Simmonds, head of UK licensing, explains: “We continue to create memorable moments for Bingsters and their families. This autumn we were delighted to partner with ZSL London Zoo to bring Bing-themed activities to the attraction. Additionally, our new theatre show Bing is Jarig (Bing’s Birthday) launched in October in the Netherlands. The first performances sold out in a couple of days, with more to come in spring 2022.”

In fact, Acamar has seen strong growth for the brand throughout EMEA, with over 100 licensees across 70,000+ points of sale in eight key markets. Bing remains the number one preschool property in Italy and great results are being shown in the Netherlands, Poland, Czech Republic and Hungary. 2021 also saw a key launch for Bing. “A significant milestone as we grow internationally has been launching into the US this year. We have partnered with WarnerMedia Kids & Family and Bing is part of their new preschool programming block, Cartoonito.”

On the hardlines side, Acamar has recently renewed its EMEA partnership with Golden Bear Toys for a further four years.

The consumer products portfolio is continuing to grow and has seen Acamar sign new partners across categories such as toys, publishing, home textiles, wheeled toys, wooden toys, apparel and health & beauty.

Louise explains: “The tail end of the pandemic is still with us and we are not yet out of the woods, but preschool is always a reliable and resilient part of the overall licensing market. Reflecting this, we delivered more new categories for Bing at retail this year, such as our first celebration cake and dental products.”

Louise concludes: “As we move into 2022, we hope to see Bing further along his journey to becoming a global icon, grow the global footprint, support our partners and keep our audience at the heart of everything we do.”

Visit Acamar Films on stand A183 at BLE 2021 to find out more.

DIGITALLY PRESENT

The Bing: Watch, Play Learn app in now available in five territories and has achieved over 1.4 million downloads. The YouTube channels have exceeded four billion views and 500 million watch time hours. Louise expands: “The new Alexa Skill Bing Time launched on Amazon Kids+ in July, which is a wonderful audio companion and another immersive way to deepen our Bingsters’ relationships with Bing.” Furthermore, the ecommerce Bing Store has seen a 70% growth in monthly transactions in the first 10 months and have given Acamar a new digital platform to engage directly with its customers.

neutrality is gaining pace and delivering a unisex consumer product programme is a core focus. Right: Louise Simmonds, head of UK licensing, Acamar Films.

TOP DOG

With Bluey already proving a huge success in Australia, the US and Canada, and now growing rapidly in the UK, BBC Studios is preparing to launch the brand into Europe next year. Meanwhile the ever popular Hey Duggee and Mr Tumble brands are helping the company to continue its stronghold in the preschool sector. PPS takes a closer look at the recent activity and plans for the coming year.

In what Mandy Thwaites, director, magazines and consumer products, UK Division at BBC Studios, terms as ‘a year of highlights’, 2021 has seen the licensor’s portfolio of brands enjoy commercial success, as well as strong innovation from licensing partners across a range of new areas as varied as confectionery, furniture, wheeled and musical toys, and health and beauty.

The stand out brand for 2021 has been Bluey. Mandy tells PPS: “We’re coming up to our first Christmas for Bluey in the UK and we have full commitment from most of UK retailers including toy specialists and grocers, driven by the amazing Moose Toys range. We’re about to launch Bluey products to European markets in April and there’s been a real excitement amongst partners to work with us on this brand. It’s still early days here, but it’s so exciting to see it unfold.”

Bluey is helping BBC Studios to increase its global footprint rapidly, having recently announced new freeto-air partners for the series in France, Denmark and South Korea. With this expansion comes increased demand for products, which are being launched thick and fast.

Mandy explains: “We have a growing roster of top tier licensees including Moose Toys, Penguin Random House, VTech and Stor and we’ve recently unveiled a new multi-territory deal with Crayola – with much more still in the pipeline. We’ve also been appointing agents in Europe and the Americas, which will further expand our reach.”

There is more planned for the brand over the coming months, too. Mandy continues: “It’s too early to highlight anything at this moment but needless to say, our production and development team are working closely with creators on a number of exciting projects, so watch this space.

The success of Bluey and Hey Duggee has certainly acted as a catalyst to attracting new creative talent.”

What makes these brands so successful is a unique IP and key qualities including great storytelling, a progressive ethos, humour and a family focus. “This is broadening the appeal for these kids’ properties with adults too, so that there’s a shared connection and love for these shows between children and their parents,” says Mandy.

Also key is the marketing activity behind the brands and online and social media is at the forefront for BBC Studios. The company has recently launched a Danish language YouTube channel for Bluey, joining its Spanish and French language channels. Mandy explains: “The key is to have a holistic approach and not just occupy a single platform. One of the benefits of engaging directly with fans is that it can also lead to more creative product development.

“We’ve also developed highly creative and imaginative AVOD/ online and social campaigns in house that work hand in glove with our broadcasters and major licensees, particularly toy.”

While 2021 was about meeting and exceeding consumer and retailer expectations for BBC Studios, 2022 will see the company extending its retailer reach, strengthening its relationships with licensees and building new partnerships.

CAREFUL CREATION

BBC Studios works with its partners to create detailed products which reflect the values of the show with innovative lines. Mandy explains: “A stand out example of this would be the Mr Tumble weighted calming companion made by Golden Bear. It is a therapeutic toy designed to create the sensation of a hug to soothe anxiety and aid mindfulness, that’s where we see the extension of the show into a product designed perfectly for the audience.”

The company also works with partners who are committed to sustainability, such as the new apparel range with Teemill for Hey Duggee, and Dreamtex’s partnership with the Better Cotton Initiative for the first time on a Bluey bedding range.

Left: BBC Studios says the retailer response to the new products available has been very positive. Right: Mandy Thwaites, director, magazines and consumer products, UK division at BBC Studios.

Inset: Sixteen South’s Odo make its TV debut on Milkshake this summer. From heritage brands such as Sesame Street and Care Bears through to new entrants to the licensed preschool space – like Odo and Marcus & Marcus – Bulldog Licensing has a healthy portfolio in the category. PPS finds out more.

SHARING AND CARING

Bulldog Licensing is heading to Brand Licensing Europe this month (stand A182) with a host of preschool properties in its roster – ranging from classics such as Sesame Street and Care Bears, plus publishing hit That’s not my… through to newcomers including Kindi Kids, Marcus & Marcus and Odo.

All have experienced some major highlights, too, as PPS finds out from the agency’s Vicky Miller, licensing director, and Sole Slater, senior creative manager.

“Seeing the That’s not my… ranges across grocery and the high street this summer has been my highlight,” says Sole. “Over the past few years, we have worked with our licensees to establish the property outside of the book aisle and it is great to see it become a staple of our retailers’ preschool ranges.”

Vicky continues: “It’s been fantastic to see the growth of our brands in the toy space, too. The new Care Bears master toy range from Basic Fun debuted last summer and we’ve seen great expansion this year both in terms of stockists and the range, with new bears being added. Togetherness Bear has been a particular hit with our fans.

“The new Sesame Street plush range from Posh Paws is also just hitting the market with a great reaction from consumers. Kindi Kids is, of course, a toy brand which continues to be the number one large doll brand in the market, and our That’s not my… developmental toy range from Rainbow Designs also continues to expand after winning the Progressive Preschool Award last year.”

Bulldog also has high hopes for new brands to its roster, Odo and Marcus & Marcus. Odo is a new series from Sixteen South which launched this summer on Milkshake and follows the adventures of the littlest owl in the forest who believes he can do anything. Marcus & Marcus, meanwhile, is an established Canadian design brand with the range of products featuring cute, instantly recognisable characters to appeal to preschoolers.

When it comes to trends, Vicky and Sole have also noticed some key themes emerging throughout the year.

“We’ve seen the continued importance to parents of educational elements to brands,” says Vicky. “Socially conscious play has also been a key trend which is really important to parents and which we are really seeing brands deliver on – from Sesame Workshop’s #CaringForEachOther campaign developed in record time in response to Covid and their ongoing educational programmes tackling important topics from racial justice to autism, to the evergreen diverse and inclusive nature of Care Bears.”

There has also been an increase in gender neutral garments, especially in the preschool market adds Sole. “Our brands have very versatile style guides that allow our partners to cater to trends like these. We also keep our UK and international licensors up to date with British market trends so new directions can be incorporated in future style guide development. We also work with an excellent team of licensees which are fast to react to these trends, so it’s very important to us that our licensors are up to speed and are able to react quickly,” Sole concludes.

PLANNING FOR GROWTH

“With each of our preschool brands we have growing licensee lists moving into 2022 which is really exciting,” says Vicky. “Sesame Street is an established evergreen brand which generations have grown up with. We are seeing additional growth as Sesame Street builds awareness and momentum among the preschoolers themselves through new broadcast on Tiny Pop, online content and fantastic new master toy products.

“We also have huge excitement for Care Bears for next year where the anniversary, new TV, new toy and ongoing success with fashion collaborations is driving momentum. Kindi Kids continues to own the large doll space and our fans are really excited for our additional products to come to market, while Marcus and Marcus offer parents a trusted, sustainable and practical range of products. Odo is right at the start of its journey having just launched on Milkshake this summer.”

The themes of music and sound are central to Coolabi’s licensing programme for Clangers. In 2020, the partnership with the UK’s largest music therapy charity, Nordoff-Robbins, was key and the ‘On stage at home’ promotion reached over 15 million people during a challenging period. The company also taught lots of children to speak ‘Clanger’ with its amazon Alexa Kids+ promotion.

Both partnerships have continued this year and have expanded. Allison Watkins, director of global consumer products and TV distribution at Coolabi, comments: “We are delighted that our Nordoff Robbins partnership is a live stream and recorded music therapy session with Tiny and Small Clanger and is supported by CBeebies presenter Cat Sandion. We also have an enhanced offering with Alexa, which is a partnership we are continuing to expand upon.”

Following the at-home activity for

Left: Clangers launched across all the major VOD platforms in China in 2021.

Coolabi’s hero brand, Clangers, was originally broadcast in 1969, and since the new series of the stop-motion animation came on air in 2015, it has never been off air - testament to its importance to the CBeebies schedule. Allison Watkins, director of global consumer products and TV distribution at Coolabi, tells PPS about what’s been happening in 2021 for the much-loved property.

Right: Allison Watkins, director of global consumer products and TV distribution, Coolabi.

OUT OF THIS WORLD

the brand during the pandemic, its experiential partnerships have also now opened again at Gulliver’s Family Theme Parks. Allison says: “It reinforces family shared experiences which feels even more relevant today than ever before.”

All of the activity is supported by the property’s strength in broadcasting. Clangers remains one of the strongest rating programmes on CBeebies, anchoring the bedtime zone. One of the reasons for this perhaps, is the longevity of the brand. Allison explains: “Preschool continues to be a highly competitive space and there is huge comfort in the familiarity of known brands. I think that will continue and the desire to have shared family viewing and experiences are more important now than ever as we hug those closest to us.”

Alongside TV, the YouTube audience continues to build with episodes, compilations and shortform content including episodes of The Tiny and Small Show, as well as classic Clangers.

Allison comments: “For us, connecting with our audience across multiple platforms is vital. TV, YouTube, social, live, is all part of a Clangers experience. We will continue that into 2022.”

Outside of the UK, Clangers also works closely with Fantawild in China. The series launched across all the major VOD platforms earlier this year and Coolabi is building its Clangers audience through the expansive social media landscape in China.

Allison continues: “There is also exciting news in the rest of the world working with Jetpack, our new international distribution partner. The series is currently being dubbed in to German and will be launching on ZDF later this year. ZDF joins an extensive family across Australia, Asia, Middle East, Central and Eastern Europe and Western Europe, which we will continue to build.”

Coolabi looks forward to continuing its conversations with potential licensees on stand C180 at BLE.

CELEBRATING DIFFERENCES

Another important property in the preschool space for Coolabi is publishing brand, Giraffes Can’t Dance, written by Giles Andreae. Allison says: “This hugely successful book saw significant global sales growth over the last 18 months and the themes that it’s okay to be different are more relevant today than when the book was written over 20 years ago.”

Guru Studio is currently seeing strong demand for its preschool property, True and the Rainbow Kingdom, across the globe. LSB catches up with the company’s Jonathan Abraham to find out more on its future plans for the brand and what else is in its preschool locker.

TRUE STORY

“2021 was a really strong year for Guru Studio’s CP efforts,” begins the company’s vp of sales and business development, Jonathan Abraham.

Guru’s big focus right now is on preschool series, True and the Rainbow Kingdom which has four seasons streaming on Netflix and is also rating well on linear TV channels around the world (including Tiny Pop in the UK). Its newest preschool series, meanwhile, Pikwik Pack has also started to air internationally and is generating healthy attention from the licensing community.

Activity for True includes the addition of United Smile as master toy partner, with Bandai acting as the distributor for the range in Europe. A raft of licensing agents have also been appointed to help grow the brand globally, with bRAND-WARD taking up the mantle for the UK.

Jonathan continues: “Supporting our global toy launch, we’ve signed some incredible international licensees [for True] such as Fashion UK (apparel), Imagine8 (apparel and accessories), Roy Lowe (socks), Aykroyds (sleepwear), Smiffys (dressup) and Caprice (apparel).

“For Pikwik Pack our master toy partner Playmates Toys is leading the way, with Scholastic handling publishing and Jay Franco launching homewares. The show is just now starting to launch internationally and we’ll be preparing for our global CP roll out next year.”

Jonathan believes that it is “critical” to be in front of kids and parents wherever you can, with YouTube acting as the primary place where children are watching shows. “The benefit of that is that as a manager of a brand-owned channel, we can share all the data we have with retailers,” he says. “We know which characters are generating the most engagement, which episodes are getting re-watched the most and how we’re tracking versus our competitors. Having the data gives brand owners more leverage.”

Notably, True and the Rainbow Kingdom has nearly reached a billion views on YouTube, with Jonathan saying that a lot of interest from licensees has come from the brand’s growing presence on the platform. “2021 was very much an anomaly with kids stuck at home due to the global pandemic. What we all saw is that YouTube became a primary destination for kids and we’re seeing brands that have dominated on YouTube start to really make headway at retail.”

Jonathan adds that Guru Studio is also working closely with broadcasters and VOD players to understand their needs. “For us, content with strong characters always leads the way and if we feel there’s consumer products potential with one of our shows, we’ll make sure to bring in the best partners possible. But it has to be organic to the property.

“Right now we’re seeing really strong demand for True and the Rainbow Kingdom from all over the world, and we’ll hopefully be announcing more content soon,” Jonathan concludes.

NEW OPPORTUNITIES “Traditionally the preschool licensed sector has had tons of opportunities; however Covid restrictions slowed retailers' interest in bringing in newer IP, but we’re starting to see that change as things open up,” says Jonathan. “We’re confident that opportunities for newer brands to get space on shelves will open up again shortly. Just as the way people receive their content is changing rapidly, so too are retailers having to adapt to be more nimble and experimental when it comes to seeing what will perform.

“While the speed at which kids engage with brands is only increasing, the product development and manufacturing process continue to struggle to keep pace. That’ll be an interesting trend to follow as manufacturers find strategies to bring products to market more quickly.”

Above: True and the Rainbow Kingdom is building up a healthy roster of consumer products partners. Right: Jonathan Abraham, vp sales and business development, Guru Studio.

Magic Light Pictures is heading to BLE with its new preschool brand, Pip and Posy, as well as the annual Julia Donaldson and Axel Scheffler Christmas special. PPS catches up with the family brand creator to find out more about its plans.

A LEADING LIGHT

Christmas wouldn’t be Christmas without an animated Julia Donaldson tale from Magic Light Pictures, and this year will be no different as the company launches its latest adaptation – Superworm. Past specials have included The Gruffalo, Room on the Broom, Zog and its sequel Zog and the Flying Doctors, The Highway Rat and the Snail and the Whale, all of which have been big hits in the consumer products arena. 2021’s appearance looks set to be another popular choice, as Daryl Shute, brand director, tells us: “When a hero with a difference and a wonderfully entertaining villain clash, a thrilling adventure ensues that focuses on the brilliance of teamwork. A joyful animation with an engaging cast, we think it’s perfect festive family fare.”

Recent additions to the licensing programme include Micro Scooters, Wow! Stuff and Joules. The Gruffalo is the first licensed brand Micro Scooters has ever worked with on the range which launched last autumn. Master toy, Wow! Stuff, introduced its figurines this summer to bolster the existing popular toy offering from other licensees. The colourful apparel and accessories Gruffalo collection from Joules for babies and young children has also just launched in-store and online.

The Donaldson and Scheffler collection are not the only preschool brands vying for attention at the Magic Light stand at this year’s BLE though. In March, the company launched its first preschool series, Pip and Posy, which has been a big hit. Milkshake ratings regularly place the animation as the top-rated kids show.

Pip and Posy is based on Scheffler’s series of books about a rabbit and a mouse whose lives revolve around a world of play, and celebrates friendship, laughter and games. Daryl says: “Pip and Posy is now rolling out worldwide. As well as airing on coproduction partner ZDF in Germany, it has also secured broadcasters in France (France Televisions), Australia, Benelux and Scandinavia, with interest from more territories to be announced.”

The consumer products launch for the Pip and Posy licence is due for 2022, so the company is focusing on building awareness over the coming months. Daryl explains: “We want to position it so that it can reach the status of an established preschool brand, which takes time and care. We’ve had some really fruitful conversations across key categories and it’s looking exciting for next year.

“We see fantastic opportunities for Pip and Posy. The team has created something really special and unique, with beautiful animation and a different angle in the focus of friendship between the two characters, that we think will have global and enduring appeal.”

Head to stand C182 at BLE to meet the team.

GOING LIVE

Now that live events are able to be enjoyed again, there is plenty of experiences for preschoolers from Magic Light. The Gruffalo Adventures partnership with The Royal Botanical Gardens at Kew won the Best Licensed Live Event at this year’s Licensing Awards and features a carving and activity trail.

Daryl furthers: “Meanwhile, at Chessington World of Adventures the thrilling Gruffalo River Ride and the amazing Room on the Broom – A Magical Journey attraction remain huge draws, while some very special Room on the Broom have been taking place at the resort this autumn to celebrate the book’s 20th anniversary. And – brand new for 2021 – an exciting new interactive trail starring Zog the lovable dragon launched at Warwick Castle.”

Above left: Magic Light Pictures sees “fantastic opportunities” for Pip and Posy, says Daryl. Right: Daryl Shute, brand director, Magic Light Pictures.

HAPPY BUNNY

Left: Retail and hospitality and key focuses for the Miffy brand.are

Illustrator and graphic design artist Dick Bruna’s iconic Miffy brand continues to go from strength to strength since its launch 66 years ago. This year has seen high profile collaborations, as well as a strong retail focus worldwide. PPS finds out more about the brand from licensor Mercis’ senior project manager, Mark Teunissen.

Left: Miffy supports the Sickle Cell Foundation.

Household names such as Converse, LeSportSac, Strathberry and Petit Bateau have been among the licensees working with the evergreen Miffy property in 2021, demonstrating the brand’s infamous status and worldwide reach.

Alongside consumer products, the much-loved bunny also features in her own TV series, musical productions and a movie, and a new musical launched in October, which is planned to tour the Netherlands and possibly further afield for the next three years.

Experiential campaigns are also key for the property, as Mark Teunissen, senior project manager, explains: “Possibly equally exciting was the exponential growth of the ‘Move with Miffy’ programme, which aims to incentivise children from the youngest age possible to move and have fun.”

Retail is also a key focus for Mercis with the Miffy brand and the flagship Miffy store in Westfield attracts over 14 million visitors annually. The company recently signed a DTR partnership with Riachuelo in Brazil for apparel and opened new Miffy Style stores in Japan, as well as a slate of new hospitality initiatives in China, Japan and Thailand.

Further extending the hospitality connection, Mercis recently successfully launched two cookbooks in collaboration with chef, Samuel Levie. Mark comments: “The focus on delicious and healthy recipes for the whole family is another good example of ways to connect and spend quality time between children and their caretakers.”

This theme of quality time shared between families is a key focus for Mercis at the moment and helps work toward the ultimate

Right: Miffy books have been published in over 50 languages and sold more than 85 million copies worldwide.

THE YEAR OF THE RABBIT

Mercis is currently working on some very exciting partnerships in the run up to 2023 – the year of the rabbit. Mark explains: “Dick Bruna was born in the same year, so no surprise there that this is proving fertile ground for new interesting projects and future collaboration around the world.” goal for the brand of stimulating children’s imagination to enable them to reach their full potential. A goal which was firmly in mind when the company collaborated with Azerion recently to create the Play along with Miffy app.

“The app features 15 educational games to help develop cognitive skills in a fun interactive way for children up to the age of six,” says Mark. “The app has also been made available in 12 different languages through both Google Play and the App Store.”

The digital space is key for Miffy, and the ongoing expansion of the social media channels now includes Miffy’s official YouTube channels made available in 12 different languages, including Thai. Mark comments: “Social media is important to create a connection and by now seems to have become almost the first point of reference for most people around the world.”

For 2022 and beyond, Mercis will continue its mission to: “Share Dick Bruna’s design philosophy, and Miffy, with as many people as possible through strong partnerships and ‘colour the world’ with our core values of essence, simplicity, fun and great design,” says Mark. 2021 will conclude with the November launch of Miffy’s music album containing news songs. Find this and more on stand B162 at Brand Licensing Europe.

OVER THE MOON

For The Point.1888, a key part of its portfolio is the Moonbug Entertainment stable of brands – which includes CoComelon and Blippi, both currently making a big impact on retail. But it also boasts classic preschool brands such as Percy the Park Keeper, as well as representing Mumsnet in the consumer products space. PPS finds out more from commercial director, Bethan Garton.

There is no denying that the portfolio of preschool brands from Moonbug Entertainment has made a major impact on retail in the past year.

CoComelon and Blippi have seen success across key categories such as toys and apparel, with Bethan Garton, commercial director at The Point.1888, the agency which handles the licensing for the Moonbug brands – which also include Little Baby Bum and Morphle - reporting “phenomenal” sell-through at retail.

“It’s also been exciting to see the Crayola CoComelon launch of Colour Wonder; luckily it is now one of Crayola's top performing brands,” says Bethan. “All of this has also been helped by our recent activity at retail with windows, panel ends and POS really helping to drive the brands forward.

“The Moonbug portfolio is a global hit with successes in many categories and with many retailers. In EMEA we have amazing sub agent partnerships who are driving the brands on the ground and recently we saw mall activations in the Middle East and Spain which were hugely popular with little ones and grownups. We’re fortunate that Moonbug are constantly launching new language versions of the English-speaking content across their portfolio.”

Bethan believes that the preschool sector in general is in a healthy position at the moment. “There are always new children coming into the world and feeding the preschool sector,” she says. “There will always be birthdays, Christmas and occasions to celebrate with preschoolers. Being able to be part of those through licensing is incredibly exciting.”

While the Moonbug brands are on a continuing upward trajectory, there is also potential for further growth elsewhere in The Point’s preschool offering – which the agency will be discussing at Brand Licensing Europe this month (stand C183).

Bethan continues: “We also represent Mumsnet and are working on some exciting launches for them over the coming years in the preschool categories. And Percy the Park Keeper being a classic evergreen brand has so much potential, particularly in today’s world where children are more aware of being kind to the environment and animals.”

Bethan’s aim in the preschool space for the remainder of 2021 and into 2022 is a simple one: “To keep on doing what we are doing! Working with retail buyers to fill gaps, identify trends and make their life easier. Supporting our licensees as they navigate these really difficult times - every day we hear horror stories around shipping and logistics and we aim to be as supportive as possible.

“Keeping our brand owners as happy as possible by delivering a best in class service that goes above and beyond what they would ever expect from a licensing agency. They are trusting us with their baby (their brand) and so we must do our best to ensure we are the best brand ambassadors possible,” Bethan concludes.

OLD AND NEW

“There is a vast difference between classic preschool properties and entertainment-based properties, but they can all coexist together at retail as they offer the consumer something different,” says Bethan. “Percy The Park Keeper is remembered by parents and grandparents as it is 30 years old. I had the books as a child and now my little one is reading them. We have an amazing activation for Percy The Park Keeper with a well-known brand launching soon, which will allow so many more families access to the brand across the country.

“This is a very different offering to that of Moonbug but for us it’s a really nice mix.”

Left: Blippi has been just one of the Moonbug brands enjoying success at retail this year. Right: Bethan Garton, commercial director, The Point.1888.