Total Licensing Autumn 2018 by Total Licensing

Autumn/Fall 2018

98 131

156

Regular Features

Asia/Middle East

Comment.......................................................................... 8 Global news....................................................................10 Cover Story: Rainbow Debut 44 Cats...................131 Legally Speaking...........................................................198 The LIMA Page............................................................200 What’s On....................................................................204

ALC and InkALC grow Roster..................................38 Beyblade Bursts out...................................................100 Super Wings Flies High..............................................102 India - an Unfolding Landscape................................128 China - An Industry Report......................................180 Hong Kong Licensing Show......................................184 Mofy takes Center Stage...........................................193 20too Expands.............................................................202

Europe

UK 18

167 110

Dick Bruna’s World of Colour...................................16 Ferly Debuts...................................................................28 ProSieben’s Pat the Dog..............................................44 SEGA Europe.................................................................54 Brand Licensing Europe Introduction............................................................56 What’s on show this year....................................58 TF1 - Leading French Player.......................................84 Happy Birthday Oggy...................................................88 Toei and Viz headline Anime conference..................90 Planeta Junior relaunch Pucca....................................92 Highlights from El Ocho in Spain..............................96 Latest Collaborations from Nickelodeon..............104 The Power of Storytelling from Ink........................108 Pokemon Extends Collaborations...........................124 Mondo standing out in a crowded market............126 UK Licensee Lookbook.............................................137 Interview: Rob Corney talks Brexit and GDPR...146 Interview: Ian Downs, Start Licensing.....................148 Trapping the Counterfeiters.....................................150 Shakeup for the Gaming World...............................152 UK Advertising Standards on Food.........................154 Deer Little Forest.......................................................156 Welcome to Moominvalley.......................................157 Great British Roundtable..........................................161 Growth for Icelandic characters.............................170 Universal at BLE..........................................................178 Growing up with the Very Hungry Caterpillar.....196

CEE/Russia FIFA World Cup 18 Russia’s biggest ever retail event......................110 The Expanding Russian marketplace.......................114 Animation - Made in Russia......................................120 Gapchinska - a Ukrainian Success Story................123 Ten Years of Animaccord...........................................160

USA/Latin America Entertaining the Exim Way..........................................18 In Glorious Technicolor...............................................22 ZAG at BLE....................................................................82 The Expanding World of King Features...................86

Worldwide Happy Birthday Mickey Mouse.................................171 Celebrating Charlie Chaplin.....................................176 The World of Children’s Apparel.............................186 Augmented Reality......................................................189

Visit Total Licensing at Brand Licensing Europe - Stand A27 6

Co-Publisher Francesca Ash francesca@totallicensing.com

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

Editorial Director Rebecca Ash becky@totallicensing.com

Business Development Manager Jo Cassidy joanna@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

Japanese Agent Roger Berman, ZenWorks rmb@zenworks.jp

TOTAL LICENSING LTD 4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex TN5 6PT UK Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 www.totallicensing.com enquiries@totallicensing.com

© 2018 Total Licensing Ltd All illustrations are reproduced by permission of their owners. No part of this magazine may be copied or quoted without permission from the Publishers first. Total Licensing Ltd does not warrant or assume any legal liability for the accuracy or legality of contents, images or advertisements submitted to the magazine. Opinions of the contributing writers are their own and do not reflect the opinion of Total Licensing Ltd. Printed in England

Welcome to the Fall/Autumn edition of Total Licensing. The magazine begins its world tour, as always at this time of year, at Brand Licensing Europe in London. This year’s show will, without doubt, be a bumper edition. With all exhibitors housed on one level, although still retaining the different sectors, this will be the last BLE to be at Olympia ahead of the show’s move to Excel in 2019. From Brand Licensing, Total Licensing moves to MIP Junior and MIPCOM in Cannes - events that always attract a significant number of licensing people and is a tremendous incubator of new talent and properties coming down the pipeline. Post MIPCOM, the magazine travels to the German Licensing Market in Munich and continues its world travels until it lands in Hong Kong at the beginning of 2019 for the Hong Kong Licensing Show. And all of this in addition to its regular digital and print readers in 106 countries. This issue covers a multitude of different topics - from Rob Corney’s candid view of Brexit to an in-depth look at the burgeoning Indian licensing market. Our Great British roundtable as always brings different opinions to the fore - and not just about Brexit. Our Licensee Lookbook as always focuses on UK licensees and their activities and, political issues aside, we have a major section on Russia and CIS and some of the key brands that are emerging from this creative market. This issue sees a number of notable birthdays. Mickey Mouse is 90 in November and it is 130 years since the birth of Charlie Chaplin. Both are covered in detail in the issue. The Moomins and the Very Hungry Caterpillar also celebrate during this period. It’s delightful to see new talent emerging from different parts of the world. Tulipop is a brand from Iceland that is gaining traction and Ferly is a new Finnish company formed by ex-Rovio execs. Flicking through the pages, it is also interesting to see how many properties are being taken into new areas through unusual partners and collaborations. The fashion world is key to many and you only have to look at the Viacom/Nickelodeon pages or the King Features article to see how new, and evergreen properties, are becoming increasingly involved in haute couture.

For a bit of light reading, do turn to our Bluffer’s Guide to BLE which gives all visitors, and exhibitors, guidance as they navigate their way through the event. And sticking with BLE, of course this issue carries a major preview feature covering just some of the properties that will be on show Total Licensing’s sister magazine, Total Brand Licensing, is also now available and BLE visitors will find copies on the Total Licensing booth (A27). We also have a new title - a special Supplement edition of Total Licensing specifically for the Chinese market and published in English and Mandarin. Copies will be out at the China Licensing Expo just after BLE and at the Shanghai Children’s Book Fair in November. By the time we publish our next issue, in January, we will be a mere two months away from the break up of the European Union as we know it. Will Brexit make a huge difference? It depends who you listen to. The news channels are relishing in Project Fear where everything will fall apart and the British won’t even be able to fly into Europe without a Visa. Others, however, are just as firmly of the opinion that it will allow the UK the freedom to create their own trade deals without the restraints of the rest of Europe. What will happen in reality? Actually, nobody seems to know. But as we all know that licensing is increasingly a global market, it seems safe to assume that this will continue even after the UK says au revoir, auf wiedersehen, arrivederci or adiós to the rest of the European Union. Francesca Ash Co-Publisher Jerry Wooldridge Co-Publisher

With Thanks to this Issue’s Contributing Writers: Gregory Battersby Ashley Borthwick Martin Brochstein Jed Ferdinand

Rutika Malaviya Vaughan O’Grady Alexander Parafeynikov Nicky Strong

Jonathan Watson Alice Yang

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MALAYSIAN STUDIO SIGNS NEW LICENSES AROUND THE WORLD Malaysia’s award winning animation studio Animasia has announced multiple licensing deals with worldwide licensees using their Chuck Chicken brand in the recent Kre8tif! Conference in Cyberjaya, Malaysia. Animasia has inked a partnership deal with Australia’s Koala Pop Korn, and IndieCo Group’s Easy Website in a Box to be sold and distributed within the Australian region using Chuck Chicken characters. This healthy popcorn has been widely distributed in Australia since June 2018, and the Easy Website in A Box, a customisable website application targeting kids, will be available in the market this November. “Easy Website in a Box and Koala Pop Korn are pleased to be collaborative strategic partners with Animasia Studio and the Chuck Chicken brand. The strength of the Chuck Chicken brand in Malaysia and other South East Asian Countries has provided the perfect partnership to both Easy Website in a Box and Koala Pop Korn. Bringing Chuck Chicken and Easy Website in a Box makes perfect sense as both brands are passionate about providing youth and kids with the educational tools in a fun, creative way to use edutainment that engages their skill and development. Including Koala Pop Korn into this strengthens this dynamic by bringing healthy eating into schools and everyday life for kids in Australia. Chuck Chicken is the perfect ambassador to strengthen Malaysian and Australian opportunities for Animasia Studio, Easy Website in a Box and Koala Pop Korn,” said Nick Thompson, Managing Director of IndieCo Group. Animasia Studio has also announced their partnership with Kidz World, a company based in Barcelona, Spain, to manufacture sugar confectionaries such as candies, lollypops, biscuits, cookies for sale and distribution within Europe, Middle East, South America and Asia (Except China) using their Chuck Chicken and Chuck Chicken Power Up brands. The two year licensing deal will begin January 1st 2019 with product roll out expected by March 2019. Animasia Studio has also announced their partnership with Malaysian food manufacturer and distribution company, Foodie4U, to create snack food such as Crackers and Biscuits using Chuck Chicken and Chuck Chicken Power Up characters for sale and distribution within Malaysia. This licensing deal began in July and will start shelving products in Malaysia in the first quarter of 2019, and with the opportunity to extend the distribution to other SE Asia countries. Finally, Animasia Studio has signed a multi IP deal with Multi Capital Network, a theme park consultant to MCM Studio, to license Chuck Chicken, Chuck Chicken Power Up and Harry & Bunnie brands to appear as indoor attractions in an upcoming entertainment mall based in Johor, Malaysia. Chuck Chicken Power Up Battle Adventure and Harry & Bunnie Magic Wonderland will each have their own unique and distinct separate attractions within the indoor theme park.

JIMMY THE BULL Internet sensation bull terrier Jimmy the Bull has expanded its license with Enesco Ltd., to include new US collections of gift products. Created by artist Raphael Mantesso, Jimmy the Bull licensing includes hundreds of images that combine photography and free hand illustrations. Under the expanded license, Enesco will be offering gift products including figurines, picture frames, wall art, totebags, umbrellas, make up bags, dog bowls, and other products to retailers in North America and Europe. Appropriately named after the footwear designer, Jimmy Choo, with

whom the duo later collaborated for a line of bags and women’s accessories, Jimmy the Bull photographs are created by placing the beloved pet within hand drawn illustration – from sunglasses, to the newspaper, to even a cape and a city skyline creating a flying superhero. Since its first release in 2015, the whimsical drawings of Jimmy the Bull have captured the world’s attention. The images were broadcast across global media and Jimmy the Bull’s Instagram feed became an immediate international sensation followed by his first book entitled “A Dog Named Jimmy” featuring a collection of the tongue-incheek imagery. As heartwarming as he is hilarious, Jimmy the Bull continues to delight animal lovers everywhere. The license with Enesco was created by The Brand Liaison and Art Ask Agency, the agents for Jimmy the Bull licensing, in the US and Europe. Jimmy the Bull licensing includes giftables, calendars, stationery, ceramics, hydration, and much more.

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MEDICINEMA SCREEN FOR DISNEY’S CHRISTOPHER ROBIN Disney recently announced a groundbreaking collaboration with MediCinema to hold nationwide preview screenings of their newly released film Christopher Robin a day before the film released in the UK, with all box office proceeds going to MediCinema. The initiative, saw a wide range of cinema operators across the UK – including a number of the major cinema chains, hold previews of the film with all proceeds from exhibitors and Disney going to MediCinema, helping seriously ill children and adults to enjoy a shared movie moment together with their loved ones. MediCinema, founded in 1999, builds and runs state of the art cinemas in hospitals and is dedicated to improving the well-being of patients, their families and carers across the UK through the magic of the shared cinema experience. Together with Disney, who are a long standing supporter, the charity brings comfort and inspiration to families with children facing serious illness. British actor Ewan McGregor, star of Christopher Robin and MediCinema patron showed his support for the initiative by launching a call to action urging people to donate to the charity by purchasing tickets to the preview Lee Jury, Head of Walt Disney Studios Motion Pictures UK & Ireland said, “As a founding partner of MediCinema, we’ve seen the comfort and inspiration film can bring to seriously ill children and those closest to them. Being able to spend quality time together helps build emotional resilience, giving them the strength and ability to cope.We hope these special screenings of Christopher Robin will enable MediCinema to create many more moments that matter for patients, and we’re excited to be the first studio to be part of this wider industry initiative.”

VIP IN GERMANY TO REPRESENT RACHAEL HALE BRAND VIP in Hamburg has recently signed to represent the Rachael Hale brand. A $900 million dollar brand with currently more than 85 licenses in 60 countries around the world, according to licensor Jewel Branding in the USA, Rachael Hale’s animals outsell other animal brands two to one at leading chain stores. V.I.P. President Michael Lou is very optimistic about the prospects of this evergreen brand, despite the fact that animal images are not really new to the German speaking markets. “The matchless variety of over 3.000 images, 895+ design concepts, 200+ graphic elements and 75+ patterns for building product collections beats every competitor around.” said Lou.

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HENSON FOCUS ON CLASSIC BRANDS INCLUDING LABYRINTH AND FRAGGLE ROCK The Jim Henson Company will be returning to BLE this year focusing on its classic brands including Labyrinth and Fraggle Rock, as well as preschool properties Dinosaur Train, DOT, and Splash and Bubbles. The mesmerizing and enduring fantasy Labyrinth, produced by The Jim Henson Company and Lucasfilm Ltd., and starring David Bowie and Academy Award-winner Jennifer Connelly, is praised by film critics and moviegoers alike for its astonishing imagery and distinct characters. Recent new licensees for the brand include Aquarius for puzzles, posters and accessories; Chronicle Collectibles for high end collectible merchandise; Mondo Tees for prints and other unique items, and Suarez for high end jewelry. Currently available at retail for Labyrinth are stylized figures from Funko; Jim Henson’s Labyrinth: The Board Game from River Horse; and Labyrinth: The Ultimate Visual History hardcover book from Insight Editions that provides a definitive exploration of the beloved classic. Other top licensees include Truffle Shuffle for apparel, ceramics, bags and prints in the UK; Boom Entertainment for publishing; Trevco for apparel, bedding and home in the US; and Ripple Junction for apparel in the US, Canada and UK. Retail partners on board supporting the Labyrinth brand include Hot Topic, and Think Geek. Fraggle Rock, created by Jim Henson, has been newly remastered in HD with a contemporary look. New products at retail include toy and novelty items from Kid Robot; prize redemption toys from Toy Factory, and collectibles from the Funko Pop! line that includes the five main Fraggle Characters each packaged with a Mini Pop! Doozer figure. The company is celebrating the 10th anniversary of Dinosaur Train, the fivetime Emmy-nominated and Parents’ Choice Silver Honor animated series available on PBS Kids, and is expand-

ing the global licensing program for the brand. Currently available are an array of products from global master toy partner Jazwares - from figures to playsets to plush. Also, The Magic House Museum brings the series to life with a new exhibit that launched this year that transports kids back to the time of dinosaurs and encourages basic scientific learning. Finally, Splash and Bubbles airs on PBS Kids in the US and other platforms

worldwide, and dives into the diversity and wonder of our natural undersea world, introducing kids ages 4-7 to strange new marine species and ocean phenomena. Splash and Bubbles: Rhythm of the Reef (Songs from Season One) features 16 series songs and feature the vocal talents of favorite characters, including the show’s creator John Tartaglia. The album’s lead track, “Splash and Bubbles Theme Song” won Best Song for a TV Series at the 2017 Cynopsis Kids !magination Awards. The soundtrack release is part of a Splash and Bubbles-centered consumer products push that also includes a series of storybooks released by Houghton Mifflin Harcourt in June, and the One Big Ocean DVD released by PBS. The Splash and Bubbles: 4-D Undersea Adventure is currently touring aquariums across the US.

SPIRIT RIDING FREE Universal Brand Development has announced that toys for the popular animated series DreamWorks Spirit Riding Free are set to debut at UK retail this Autumn. Just Play, distributed by Flair in the UK, and Playmobil will lead the licensing programme for the series with full ranges just ahead of the key holiday gifting period. Inspired by the 2002 Oscar-nominated film, Spirit: Stallion of the Cimarron, DreamWorks Spirit Riding Free recently launched on Sony’s free to air POP TV channel. The show is being supported by a comprehensive campaign that spans the channel and the popfun.co.uk website and includes programme trailers throughout the day and interactive digital games that enable fans to further immerse themselves in the brand. The Just Play range includes collectibles, dolls and horses, playsets, plush and deluxe sets. The Playmobil line is also comprehensive with Horse Stall sets featuring the main characters from the series alongside their horses in addition to playsets. A marketing campaign is in place to support the acceleration of the franchise in the UK and includes parenting blogger outreach, unboxing videos, Facebook competitions and advertising, YouTube Pre-Rolls and a 5-week long TV advertising campaign in Q4 2018. Hannah Mungo, UK and Ireland Country Director, Universal Brand Development said, “DreamWorks Spirit Riding Free is capturing the hearts of families and is achieving the all-important stamp of parental approval too! The property is wholesome and has been lauded for its inspiring themes for young girls of courage, adventure and friendship. We’re delighted to be working with Just Play, Flair and Playmobil on the launch of the UK licensing programme. The quality of their respective products will extend the brand experience beautifully, UK retailers are really excited.”

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The Colourful World of Dick Bruna Nobody really knows what drives an artist to make their creations the way they do. In the case of Dick Brunaâ&#x20AC;&#x2122;s Miffy, a lot of his form and colour choices were based on the function and effect this illustrator and graphic designer wanted to create. Miffy always facing you, Miffy being a girl instead of a boy and, last but not least, his now famous colour choices. Some simply attribute his use of red, yellow, blue and green to the influences of his time when Mondriaan and De Stijl created works of art with primary colours and black lines. Others argue that it had to do with his strive to stimulate childrenâ&#x20AC;&#x2122;s imagination uninhibited by gender bias based on colour. Whatever his motivation was to create his own Bruna colours, just like Matisse did with his blue, it is clear that his red still today emanates warmth, joy and determination. It is furthermore a testimony to how original thinking and design inspires and can motivate others to do the same.

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Elias Hofman tells us about Exim Entertainment’s new image and their activities over the past year with plans that the company has for next year and beyond.

TALK THE TALK... WALK THE WALK... “Here we are again. At this time of the year we all meet in London where we share our accomplishments and new goals. How did it go? What’s new? These questions and many more will surely crowd the aisles of one of the most important fairs in the entertainment business. Here is a summary of what has been going on with Exim Ent; what we said we would do, what we got done, and what we hope we will do next.

thy of calling ourselves “The Entertainment People,” because we are truly a company made out of that; people who love what they do and who feel capable of any possible combination... with only four colors!

EXPLORING NEW HORIZONS Our efforts drove us across the ocean to bring one of our latest creations to the Old World: Masha and the Bear Rescue at the Circus. It was Portugal that welcomed us on our Iberian tour. Having already landed in eight of the main Portuguese cities, we will continue on our crusade of 25 cities across beautiful Spain. But that’s not all. Just like explorers, hungry for new land, we are discovering Scandinavian, and even African countries where European languages are spoken. Some say that if you don’t have the courage of your convictions, you will never reach your goals. At Exim Ent we are proud to say that our courage definitely matches our great convictions. We are determined to cross boundaries and horizons and raise the flag of entertainment and endless fun wherever we go!

VIVA MEXICO!

CMYK For those of you with a sharp eye who are already wondering about the colors of our logo - yes, we have changed them! And we love it! We felt the need to dye our logotype in colors that represent the energy we run on nowadays - Cyan, Magenta, Yellow and Black (CMYK), the subtractive color model used to print in every single color! We have been through a lot since 1984! We have witnessed success and failure, many full houses and a few emptying suddenly. We have heard infinite laughter and we have treasured the most thrilling ovations. Thirty-four years of experience make us feel wor-

We’re back stronger than ever! Mexico welcomes us with open arms once again and this time, with the premiere of a show from a brand that simply cries passion for fashion:

“Shopkins Live.” The tour will set sail in Mexico City and will then visit more than 20 other cities across the country throughout the next months.

NEW TARGET Last April, we fought inertia to think outside the box and presented our first symphonic show for adults. Together with Authentic Brands Group, we had the honor of presenting Elvis Live in Chile and Argentina. Thanks to the magic of technology that enabled us to synchronize multiple screens, we succeeded in reliving the feeling of seeing the King of Rock performing live next to a symphony orchestra. The show was hosted by the one and only Priscilla Presley, who was in charge of speaking to each of the fans. It was an unquestionable success. It gathered more than 16,000 spectators whose standing ovations made us run out of encores. Clarin, the biggest newspaper in Argentina, headlined this magical evening as “The night Elvis sang at the Luna Park Theatre” Costa Rica and Mexico will be the next countries to witness this success, but the tour is expected to keep traveling throughout the rest of Latin America.

NOT ANOTHER BRICK IN THE WALL In May, we organized our first event

Elias Hofman, second from left, with the American Greetings team on the debut of Strawberry Shortcake and Care Bears Live Show, Buenos Aires (1984)

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without seats: BRICKLIVE. This experience is built outside the traditional frame of our business. It can be presented in multiple venues and it leads to endless opportunities to do business with sponsors. For the first time in Argentina, we filled 5,000 square meters in La Rural with more than 15 build zones based on the popular Lego brick. Over 2 million bricks welcomed 20,000 children who played all day long, building creative worlds that go beyond imagination. After its tour through Argentina, BRICKLIVE will keep on building roads that will take us to the Dominican Republic, Puerto Rico and Mexico.

One. “Time to be a Hero” had an excellent first season at the Gran Rex Theater, with a dynamic show, full of action and dazzling digital backgrounds projected on gigantic LED screens. This was undoubtedly PJ Masks’ first of many years on the billboards, as its popularity keeps growing in the region and promises to keep recruiting tiny heroes next year. At the same time, Peppa Pig came back with her show “When I Grow Up” positioning among the TOP 5 in box-office sales, proving that this brand is here to stay. Masha and the Bear “Rescue at the Circus” also had an excellent 2nd season at the El Nacional Theater, presenting a fully updated show. While curtains rose throughout different theatres in Bue-

to push us to go for more and more each year!

nos Aires, BRICKLIVE continued to build new worlds in other Argentinian cities such as Rosario and Cordoba, in venues of 2,500 square meters. Although winters can be harsh in Argentina, our audience helped us stay warm throughout the whole season, travelling the country from North to South, from East to West simultaneously. What a great training experience

ENTHUSIASM

MULTITASKING The winter holiday season in Argentina is known for its abundant options to entertain kids, as well as for the prestigious artistic competition among potential boxoffice hits. Once again, we have raised the curtains of the best theaters on the famous Corrientes Avenue with THREE simultaneous shows. The highlight was the premiere of one of today’s hottest brands: PJ Masks by Entertainment

MADE FOR THE USA What once seemed like a distant dream begins to come true. Two licensors have confirmed their faith in us by honoring Exim Ent with the responsibility of touring our shows across the US territory. We can already picture 2019 as a map full of colorful dotted lines representing many tours throughout the United States. We can’t wait to travel through all 50 American States and leave our mark in this wonderful country, as we have been doing for decades in Latin America.

This year has been active, dynamic and challenging, and Exim Ent has not struggled to show its DNA at its best; an expansive spirit full of courage that doesn’t doubt going against the herd and reinventing itself in times of crisis. Success consists of going from failure to failure without loss of enthusiasm. Winston Churchill couldn’t have said it better: this passionate group of professionals have been working on the fantastic art of enthusiasm for decades!” 2019, 2020 and years to come… Here we go!

TOTAL LICENSING The Technicolor Animation & Games family includes Technicolor Animation Productions (TAP) and Technicolor Creative Development (TCD), both well-suited to produce content starring world-beloved characters, as well as develop and produce original intellectual properties. Pam Kunick-Cohen, (pictured) Head of Brand Management, Licensing and Merchandising at Technicolor, tells Total Licensing about the upcoming activities for these two groups at BLE – three great brands with unlimited licensing potential!

include Buffalo Grill, the leading casual dining chain in the country with over 350 restaurants who will launch a month-long Monchhichi promotion in fall 2018; Ravensburger will create a range of games and puzzles; and M.L.P. has been appointed for children’s apparel. In Italy, a deal is signed with Gedis for food; and in Russia, a deal is signed with Dali (eggs + premium).

MONCHHICHI – Season Two greenlit for production with new licensees and new agents Paris-based Technicolor Animation Productions’ (TAP) newest hit is the CGI-animated series Monchhichi, based on the iconic lovable plush that first debuted in 1974 from Japan’s Sekiguchi, and is co-produced with TF1 in collaboration with Sekiguchi. Monchhichi airs in multiple territories around the globe and we recently signed with Boomerang and Hulu for the series in the U.S. Silverlit, the global master toy partner will be rolling out toys including figurines, playsets and a car in time for holiday 2018 across EMEA and Latin America. The new toyline had its world debut in France, Benelux and Switzerland in Spring 2018, alongside a range of story books and activity books from French publishing partners Les Livres du Dragon d’Or and PKJ (Pocket Jeunesse). In France, TF1 Licenses has signed several new licensing partners that

The new agents include, Ypsilion Licensing (Spain), and Monco Creation Limited (China/HKG/ Taiwan), who join Maurizio Distefano Advisors (Italy), Plus License (Russia, CIS and CEE) who were also recently appointed. At BLE, together with Sekiguchi, Technicolor will be looking to secure new partners across all key categories including apparel, home, accessories, food and beverage and more. TEAM DRONIX – New IP to debut at BLE and MipJunior Also from TAP is an exciting new brand from coming to broadcast in late 2019 / early 2020, Team DroniX. This thrilling new fun-filled, action-adventure series is set in the elaborate high-tech, adrenalin-rush universe of drones. TAP, France Télévisions and Brazil’s Gloob are co-producers of the series while Silverlit, the leading worldwide manufacturer of drones, is on board as the worldwide master toy partner. PGS Entertainment is spearheading global distribution and licensing and merchandising activities (except for France and Brazil) for TAP. THE DEEP – Season Three to debut in 2019 LA-based TCD secured the underlying rights to the award-winning graphic novels of Tom Taylor, The Deep. While the TV series is co-produced by DHX Media and A Stark Production, Technicolor has oversight of the brand’s licensing extensions, with CPLG.

This fall sees the debut of a toy line from Simba Toys that includes figures, playsets and role-play toys in the GAS region, the UK and the Nordics; Bloomsbury will debut young fiction and activity-based books in the UK and Australia. Partyware from TIB Heyne & Co, print magazines from Blue Ocean Entertainment AG, and DVD’s from Justbridge Entertainment

GmbH will also roll-out in the GAS region. In the UK, Toybox Magazine continues to feature The Deep brand. Commenting, Pam Dunick-Cohen said, “At BLE, we are looking to expand on our existing program and are looking for additional partners across all key categories including apparel, home, accessories, food and beverage and more.”

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LOCATION BASED VIRTUAL REALITY FROM CARTOON NETWORK Cartoon Network has launched its first location based virtual reality title in partnership with AiSolve, the developers of WePlayVR, a free-roaming virtual reality arena. Developed by Philadelphia-based game studio PHL Collective, Food Truck Rush is an immersive multi-player, location-based VR experience based on Cartoon Network’s animated series We Bare Bears. The experience was produced by Cartoon Network Studios and spearheaded by their emerging technology group. Food Truck Rush launched exclusively at the Family Fun Center in Tukwila, Washington and will be available for fans of all ages to play over the next three months. Food Truck Rush is a 2-3 player party game. Players transform into Panda, Grizz and Ice Bear to operate and manage their very own food truck. Food Truck Rush is Cartoon Network’s first location-based VR experience. In October 2015, Cartoon Network was the first kids focused network to enter the VR space with Adventure Time: Magic Man’s Head Games. The launch of Food Truck Rush marks the first third party IP game partnership for AiSolve’s WePlayVR platform. We Bare Bears is a BAFTA Award-winning and Emmy-nominated series about three brothers trying to fit in and make friends. Grizzly, Panda and Ice Bear are fairly savvy about the modern world: they’re masters of the selfie, fans of the food truck, and chasers of Internet fame. Yet, they have a lot to learn about the trendy residents that surround their humble Bay Area cave. We Bare Bears is created by Annie Award-winner Daniel Chong and produced by Cartoon Network Studios.

WARNER BROS INTERACTIVE EXHIBITION

Warner Bros. Consumer Products and the Grammy Museum recently teamed up to present The Get Animated Invasion, an interactive exhibit that allows guests to enjoy reimagined musical moments from the Studio’s animated entertainment. The exhibit started with Looney Tunes’ unique blend of comedy with a modern twist on classical music, featuring three scenes where Bugs Bunny showcases his musical skills. Next, visitors could rock out in Judy Jetson’s futuristic bedroom, visit Scooby-Doo’s psychedelic stage, equipped with spooky vintage instruments, view the 2D-meets-3D phenomena Space Jam and much more. The exhibit ran until mid September.

NEW WIGGLES TOY LINE TCG, the fast-growing international toys and games company, is expanding its line-up of licensed properties with The Wiggles, the popular children’s music group, TV series and global sensation from Australia. TCG will create an array of puzzles and games as well as a Jumbo Megamat play surface based on the brand. The upcoming line is set to launch at retail nationwide in fall 2019. “The Wiggles is an exciting brand that has been entertaining and delighting kids and families everywhere for nearly 30 years and we’re thrilled to

provide fans with new ways to get in on all the fun,” said Jessica Gavin, VP Marketing & Licensing, TCG. “Our debut collection will provide

preschoolers with many opportunities for imaginative play and learning with their favorite friends and characters from the series.” Designed for children ages 3 and up, TCG’s initial line-up will feature the entire cast of The Wiggles as well as Dorothy the Dinosaur, Henry the Octopus, Wags the Dog, and Captain Feathersword. The Wiggles can now be seen in Wiggle Wiggle Wiggle!, their latest television series, that airs on Hulu and Universal Kids in the US,Treehouse TV in Canada, and globally on Netflix.

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SHAUN THE SHEEP AT PARADISE COUNTRY Shaun the Sheep and flock will soon make their Australian home at Paradise Country on the Gold Coast, in a major new themed entertainment partnership between Aardman Animations and Village Roadshow Theme Parks, secured by Merchantwise Licensing. Paradise Country offers an authentic Australiana farm experience, giving domestic and international visitors the chance to experience farm life and outback adventure. The new themed partnership will launch December 2018, including specially created sculptures and interactive attractions such as Shaun’s Tractor Ride, Shaun’s Adventure Camp, The Pig’s Playground and Shaun’s Scraps & Taps. There will also be a twice daily Shaun’s Aussie Adventures live show and a themed retail outlet, Mossy Bottom Memories. Visitors will have the opportunity to meet Shaun the Sheep and have their photo taken with him. Shaun the Sheep is a worldwide brand success, loved across 170 territories with over 6 million fans on Facebook and 2.3 billion views on YouTube as well as being an incredibly popular brand in China and other leading Asian markets. In Australia, Shaun the Sheep and its related preschool series, Timmy Time have long been mainstays on ABC TV and iView digital platforms, attracting more than 130,000 daily viewers. September 2019 will also see the big screen premiere of Shaun The Sheep 2 in cinemas across Australia. “Australia has 75 million sheep – around 3 per person! So what better place in the world is there for Shaun the Sheep to make his home than Paradise Country, Australia’s number one farm-based attraction! We are thrilled to have facilitated this partnership between Aardman Animations and Village Roadshow Theme Parks, which we know will be a hit with domestic and international tourists alike,” said Merchantwise Managing Director, Alan Schauder.

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DHX CONFIRM NEW CREEPED OUT EPISODES DHX Media and its co-production partner BBC Children’s Productions, have received a 10-episode order from CBBC in the UK and Family Channel in Canada for season two of the kids’ live action series Creeped Out. Production began this summer, with the first five episodes shot in Toronto in mid-August, followed by five episodes to be filmed in the North West of England. The first series, which premiered on CBBC last October and debuts on Family Channel this fall, has also been picked up by Netflix worldwide (excluding the UK and Canada) for streaming this October. “Kids love season one of Creeped Out, and we’re excited to continue our work with BBC Children’s Productions to keep the chills coming,” said Josh Scherba, President, DHX Media. “When done right, spooky anthologies like this have universal appeal, and we know that for season two, the talented writing and production teams in the UK and Canada have some truly hair-raising tales to share with fans around the world.” Creeped Out is an original drama anthology series that combines sci-fi, horror, adventure, suspense, fantasy and mystery. Each story is introduced by “The Curious,” a mysterious, masked story collector who appears at the beginning and end of each episode. “These creepy moral tales of the unexplained and unexpected are told uniquely from a kid’s perspective, and we’re thrilled that The Curious has rounded up another batch to thrill and chill,” said Helen Bullough, Head of BBC Children’s Productions. “The format allows the talented creators, writers and production teams to tell an astonishing array of stories, ranging this time from a spooky whodunit told backwards to a smart house that takes revenge on its lazy inhabitants, and a seasonal special about a group of kids who are accidentally locked in a toy store at Christmas and encounter a very unusual Santa.”

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Engaging audiences and creating media franchises Ferly (formerly Kaiken Entertainment) is an entertainment company with its roots in Rovio, where many of the key executives were closely involved in the success of Angry Birds. Now a separate entity, Laura Nevanlinna, CEO and Heikki Laaninen, Licensing Manager at Ferly - (which means wonderous or marvellous in the Scottish language) - talked to Total Licensing and explained their business in more detail.

What are the objectives of the company and what will you be working on? At Ferly, we’re in a unique place to create media franchises because we have in-house publishing and animation teams that work closely with an IP that then goes into the hands of our in-house licensing agency. Due to our background with Angry Birds (Rovio), we specialize in digital distribution which allows us direct access to eyeballs and helps us build for them. We won the International Excellence Award 2017 in Brand Licensing for the Angry Birds Movie book publishing programme.

Can you tell us something about the background to Ferly? Ferly is an entertainment company based out of Helsinki, Vancouver and LA specializing in storytelling through licensing, apps, publishing, animation, film and TV. Our chair, Mikael Hed, is the co-creator of Angry Birds. Our three co-founders and most of our team are the people responsible for building its global success in licensing, consumer products, animation and publishing.

Can you tell us something about the properties you are now working on? Are these for merchandising or are some purely for animation? an audience with our new brands. We don’t need to rely on somebody else to broadcast and distribute—in some ways we have our fate in our own hands when building brands. Likewise, we’re a team of storytellers that know how to engage and sell our stories to our target audience. That’s why whether we’re working on our original IPs or helping to license someone else’s IP, it’s very important we help showcase the creator’s voice in a way that’s unusual, unexpected and wonderful.

What is your relationship now with Rovio? We’ve learned a lot from our years at Rovio. Ferly represents Rovio’s global licensed publishing programme and we create original, publishing content

Ferly works with a diverse slate of properties for kids and teens. With each of Ferly’s original IPs, we explore all of the licensing, digital and animation possibilities. Likewise, with each brand that we choose to represent for licensing, we assess the potential for other storytelling formats such as publishing, animation, TV and film.

How do you see the business growing and developing moving forwards? Ferly has a carefully curated slate of IPs and licensed properties that we hope to grow thoughtfully. We feel we bring something rare to licensing by using our expertise in digital distribution to help us build audiences directly for our brands. This makes us very excited to find dynamic brands and new partners to work with.

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CAMPING GEAR FOR YELLOW SUBMARINE IN THE UK Caroiine Mickler Ltd - which manages the UK licensing programme for both The Beatles and Yellow Submarine brands together with Apple Corps - has announced another addition to the growing list of major Yellow Submarine licenses in the year the iconic animated film celebrates its 50th anniversary. British camping and outdoor lifestyle brand FieldCandy Ltd has produced a range of tents and camping accessories inspired by Yellow Submarine. The range was launched to coincide with the recent re-release of the Yellow Submarine movie and as part of the film’s 50th anniversary celebrations. The centrepiece of the range is a tent lavishly illustrated with stunning images inspired by the animated classic, including the four cartoon Beatles, the logo and the submarine itself with the bright colours of the sea on one side and Pepperland on the other. Additional items include a cube camping table stool, a tube camping table stool, a camping pillow, a sunshade, a windbreak, and, of course, a bag for the tent, all using designs based on the imagery that has made the Yellow Submarine film a byword for memorable and ground breaking animation for 50 years. Andy Utting, Managing Director, FieldCandy, said, “The images produced by Yellow Submarine are as instantly recognisable, amazing and inventive today as they ever were. We’re delighted to be able to bring this unique imagery to our outdoor ranges and are sure these tents and camping accessories will be enormously popular with a wide range of customers.” Caroline Mickler added, “This is a terrific and very welcome addition to the Yellow Submarine licensing programme.”

AG BECOMES CLOUDCO American Greetings Entertainment, the intellectual property, entertainment and outbound licensing company and owners of brands including Care Bears, Holly Hobbie, Madballs, Buddy Thunderstruck and Tinpo, announced recently that it is formally changing its name to Cloudco Entertainment. The name change follows a recent spinoff from the former division of American Greetings into its own stand-alone company. Long-time owners, the Weiss family, retain 100 percent ownership of Cloudco Entertainment, and all current key Cloudco executives and management remain in place. In addition to the ownership of intellectual properties, Cloudco also will continue with all of the former American Greetings Entertainment marketing initiatives, content development and production activities, and consumer product programs and partnerships. With several soon-to-be announced productions and licensing partnerships, Cloudco Entertainment is currently working on the production of an all-new Holly Hobbie live-action TV series,Tinpo, an all-new animated series produced for Cbeebies and has a soon to be announced Care Bears live-action/animated feature film in development.

FAST FOOD PROMO FEATURES DANGER MOUSE Boat Rocker Rights in the UK report that in addition to brand new episodes airing from September on CBBC, Danger Mouse featured in a nationwide promotion across Wimpy restaurants for six weeks during the summer, and the critically acclaimed The Danger Games game from 9th Impact – which initially launched as an app – was made available on Nintendo Switch for the first time. Boat Rocker Rights is also in discussions with existing licensees and retailers for new ways to translate the brand into cutting-edge apparel that is bang on trend. In addition to Danger Mouse, Boat Rocker Rights have also recently signed a deal with Smiffys for Wind in the Willows toddler and baby dress-up based on the classic Cosgrove Hall animation series.

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AUSTRALIA AND NEW ZEALAND AGENT FOR ROALD DAHL The Roald Dahl Story Company have appointed Global Licensing (NZ) Limited to develop and manage the classic merchandise licensing program for Roald Dahl in Australia & New Zealand. Global has the rights to license the Roald Dahl stories Charlie and the Chocolate Factory, The Enormous Crocodile, The BFG, James and the Giant Peach and Matilda together with Quentin Blake’s iconic illustrations. Mark Paul, Director at Global Licensing (NZ), commented, “Roald Dahl is one of the world’s most popular children’s authors with almost universal brand awareness. He has sold over 250 million books, is Australia’s #1 selling backlist author, and a book is sold every 2.6 seconds! His titles have been translated into 61 languages and been made into many classic movies, musicals and stage productions. The Roald Dahl brand is heavily involved across social media and we have the benefit of Roald Dahl Day on September 13 annually. 2019 will be a huge year for Roald Dahl in Australia and New Zealand.The Roald Dahl Story Company will be celebrating the 30th Anniversary of Matilda, we will have a McDonald’s promotion running from January to March and the hugely successful “Charlie & The Chocolate Factory: The New Musical” will run in Sydney from January to April. Over 3 million people have seen this production on Broadway & in the West End. We have a national promotion called “The Imaginormous Challenge” running from January through July, followed by Book Week August 17-24 and then Roald Dahl Day on September 13, a major promotional opportunity for licensees and retailers celebrating the author’s birthday. This classic publishing brand has enjoyed tremendous licensing success in the UK, so we will be working closely with The Roald Dahl Story Company and Penguin Books to ensure we achieve similar success in Australia & New Zealand.We have a wonderful opportunity to launch products not only for the kids who are reading and enjoying Roald Dahl’s books today, but also for the older fans who have loved these books for many years. What I am particularly excited about is that these new products will feature the fantastic artwork of Quentin Blake, one of the world’s foremost illustrators of children’s books.” Stephanie Griggs, Licensing and Design Director at the Roald Dahl Story Company added, “We’re delighted to be working with Mark Paul to bring a coordinated licensed product range to Australia and New Zealand, to compliment the brilliant work Penguin Random House are doing on book, and our partners are doing across the theatrical and promotional divisions. Australia is a key market for the books, and brand awareness is extremely high – with both Roald Dahl and Quentin Blake beloved across the territory. I can’t wait to begin working with some fantastic licensees over there across categories such as apparel & accessories, homewares, toys, puzzles & games, giftware, health & beauty, greeting cards & stationery.”

WHEN HENRY MET... Channel 5’s Milkshake is to become the exclusive UK Free-to-air home for Wiggleywoo’s hit pre-school series, The Day Henry Met… The animated show will have its premiere on the preschool block later this year, which is the number 1 commercial destination for Kids 4-6 years of age. The series, which now runs to 4 seasons, each of 26 x 5

minute episodes premiered on RTE in Ireland and then on Nick Jr. in 178 countries prior to moving to Free TV and SVOD. Free TV broadcasters already on board include RAI in Italy, ABC in Australia, SVT in Sweden, YLE in Finland, TVO, TFO and Knowledge Network in Canada, TVP in Poland, Eesti in Estonia, LTV in Latvia and RUV in Iceland. SVOD rights have been sold to Amazon, Svensk in Scandinavia, TF1 in France, Telefonica in Spain, BT in Great Britain, Jetsen Huashi in China, Horng En Culture in Taiwan among others. Commenting on the UK deal Louise Bucknole, VP of Programming at VIMN Kids said, “We’re delighted to be welcoming The Day Henry Met to Milkshake!, which showcases the very best in British and Irish preschool content.” The Day Henry Met… is distributed internationally by Monster Entertainment which has just made its first publishing deals with the O’Brien Press for the UK and Ireland and New Frontier in Australia and New Zealand. The series has also been sold to 20 airlines including Virgin Atlantic, Emirates, Qantas Airlines, Lufthansa, Air France, Norwegian Air and Cathay Pacific.

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BETTY BOOP IN BRAZIL Betty Boop is heading to Brazil for a new health and beauty collaboration, co-branded with high-end fashion brand Forum and licensed by Passion Perfumes e Cosméticos. Announced recently by Hearst-owned King Features, Forum by Betty Boop features fragrances, body lotion, and nail polish and is now available throughout Brazil. The deal was brokered by Vertical Licensing. The Forum by Betty Boop collection includes the character’s DNA in every detail of the products, from packaging, the color palette of the enamels, and even the olfactory notes in the scents. The Boop My Jeans! fragrance bottle design has the character’s stamp. The nail polish collection, Boop my Nail! appears in three shades of pink, red and white.

“The sophisticated style of Forum makes it the perfect brand to bring Betty Boop’s charm to beauty aisles in Brazil,” said Carla Silva, VP and GM, Global Head of Licensing for King Features. “Fans are going to love these chic and playful Boop-inspired fragrances and nail polishes.” Forum is the latest fashion-forward collaboration from King Features and Fleischer Studios for Betty Boop, geared toward millennials. Other recent collaborations include fashion and beauty heavyweights such as Yves Saint Laurent, Moschino, Lazy Oaf and A Bathing Ape, as well as Jean Paul Gaultier, Supreme New York, Lancome and more. Forum’s Betty Boop collection is available now online at Água de Cheiro and in department stores and specialty shops throughout Brazil.

PJ MASKS HEADS TO KOREA Entertainment One continues to expand the presence of its popular preschool superhero property, PJ Masks, across Asia, with news that the show will be heading to free-toair channel EBS in Korea. From August, 52 episodes from Series 2 of PJ Masks began airing on EBS and will significantly boost exposure for the show in the region following the broadcast debut on Disney’s cable network in 2017. Disney Junior is also set to air with Series 2 later this year.

eOne will be building on the increased awareness with the expansion of the licensing programme which was launched in 2017 by master toy partner GAIA and has seen wide distribution of the core toy range across toy stores, supermarkets, hypermarkets and traditional channels. A new toy range capitalising on the new content will follow the broadcast launch of series 2 on EBS and publishing partner Daewon will introduce a line of new story books from October 2018. Licensees will soon be appointed in the apparel, homewares and stationery categories and are expected to launch at retail from spring/summer 2019. “There’s been incredible growth for PJ Masks across Asia,” said eOne’s Monica Candiani, EVP Content Sales, Family & Brands. “We’re delighted that the partnership with EBS will bring our much-loved trio of heroes to more families throughout Korea as we continue to find new audiences for the show around the world.”

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REDIBRA LAUNCHES RLAB Brazilian agency Redibra is launching RLab, an incubator for the new and promising crop of projects that are emerging in the Brazilian audiovisual market, to guide them on content monetization. A pioneer in the country, Redibra is responsible for local licensing success cases such as Show da Luna (Earth to Luna) and Galinha Pintadinha (Lottie Dottie Chicken). Both have an international presence.

“RLab will stimulate the transformation of traditional licensing into new business models through strategic curation and mentoring that will empower new players and their products. The movement is in line with other institutions that invest in startups and disruptive ideas,” explained David Diesendruck, head of Redibra. The Brazilian animation Boris & Rufus, produced by Belli Studio in Blumenau-SC, is the first project of RLab. The animated series was created by Filipe Cargnin and Elisa Baasch de Souza. “The partnership is extremely important because it will bring to our IP an end-to-end management with the expertise that only Redibra can offer, increasing the visibility of our characters and contributing to the appreciation of the audiovisual content produced in Brazil,” says Filipe. Boris & Rufus is already airing on Disney XD across Latin America. RLab is headquartered within Redibra in São Paulo and will offer the same comprehensive management that serves the partners of the parent company with research on market trends, product development, retail activations, royalties and contracts monitoring. Currently, the list of brands licensed by Redibra includes Chevrolet, Capricho, The Simpsons, Super Mario Bros., Galinha Pintadinha, Show da Luna and Coca-Cola. “We have talent in Brazil for cases of global success. We want to share our experience and relationship network to incubate and accelerate projects that we believe have this potential,” concluded David.

THAT’S NOT MY...TOYS Bulldog Licensing has announced a new deal for children’s publishing sensation That’s not my…– with Rainbow Designs coming on board with a range of soft toys and baby and infant toys. Published by Usborne, That’s not my… is the best-selling series of board books aimed at babies and pre-schoolers by author Fiona Watt and illustrator Rachel Wells. The series has sold over 5 million books in the UK, and over 20 million worldwide. There are over 50 That’s not my… titles including That’s not my puppy…, That’s not my fairy… and That’s not my teddy…, as well as a number of seasonal favourites including That’s not my chick… for Easter and That’s not my elf… for Christmas. Each page features a different texture, such as soft fur or fuzzy tummy, which is designed to encourage sensory awareness and interactive play. That’s not my unicorn… - published last year as the special 50th title – is the highest seller to date, and was the best-selling baby book of 2017. The Rainbow Designs range will feature soft toys, developmental toys and wooden toys, as well as gift sets, and soft teether books. This adds to an existing deal with Dennicci, who launched their baby apparel range into Mothercare just before Christmas, and TU at Sainsburys in July. Bulldog is also in talks with several potential partners across a range of categories. “For many little ones, That’s not my… is their first introduction to books and so the brand is much-loved and instantly recognisable, giving it huge awareness,” says Bulldog Licensing Director Vicky Hill. “Licensees are anxious to tap into this, which is translating into significant levels of interest from across the sector.”

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InkALC Latest News InkALC is bringing new projects to Middle East and North African audiences and businesses. InkALC has reached an agreement to represent two very promising brand - Zafari and Moonzy. Both brands target pre-school demographics with great storytelling and amazing graphics. Zafari, is a brand that InkALC was carefully working on to secure the best media launch in MENA through their exclusive media partner, Spacetoon Kids TV channel. Zafari features an elephant born with zebra stripes who is looking for animals that are different like him in Mount Kilimanjaro. InkALC is already discussing toy distribution, events, back to school and other critical category deals to secure the best presence for the brand.

Moonzy is a brand with over 6 billions views on Youtube and is also coming to MENA with exclusive broadcasting on Spacetoon TV channel. More information will be forthcoming regarding Moonzy brand merchandise. The above brands are part of the expansion strategy of InkALC to continuously update and secure the best business opportunities for IPs seeking to expand into the Middle East region.

ALC Updates ALC has announced the signing of multiple deals in the MENA region covering multiple brands. The back to school category is key for ALC who have very good news for the 2019 season. Brands like Masha & the Bear, Cocotama, SuperWings,

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Sonic and Power Rangers have secured a shelf presence for back to school in the 2019-2020 retail seasons. In addition, ALC team have worked on a strategic multibrand deal with a number of different opportunities, including playgrounds, hotels, FEC and more. Toypro has acquired the license for Cocotama toy distribution, creating a very successful toy launch across Middle East toy retailers. The Japanese animated series Cocotama has become a viral sensation among

kids, in particular girls, which has given the brand a very strong market entry. Toypro has also signed with ALC for the toy line featuring Zak Storm, which is going to be on the shelves in Q4 2018. The events category has also enjoyed good progress with deals featuring Zafari, Sonic and SuperWings being finalized to appear in malls and venues in the MENA region. ALC believes that the key success of ALC is being able to align both media and license which, of course, shows the licensee the media value of the brand. Finally, ALC is negotiating a very strategic partnership with multiple well known international brands. More information will be revealed soon.

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ACTION GALORE AT THE AUSTRALIAN TOY HOBBY & LICENSING FAIR The Australian Toy Hobby and Licensing Fair is one of the biggest and most important industry events in the Southern Hemisphere attracting the biggest names in toys and licensing along with thousands of attendees from around the world. 2019 is shaping up as another fantastic Fair, with thousands of attendees expected to converge on Melbourne from Sunday 3 March to Wednesday 6 March as part of a celebration of toys, gadgets and of course, the latest in licensing trends.

Last year, over 4,500 buyers and retailers attended the Fair to get their first look at the new licensed products from companies such as Nickelodeon Viacom Consumer Products, The Walt Disney Group and Entertainment One. Each of these companies sponsored the event in 2018 with interactive events and concourse displays. Each year, LIMA’s sponsorship of the Fair enables networking opportunities for licensees, retailers, and toy companies at the LIMA Lounge which occupies a place on the exhibition floor over the four actionpacked days of the Fair. LIMA also runs an annual Licensing Breakfast which provides attendees with the latest Intel on the global licensing market along with presentations from some of Australia’s leading re-

tail front runners. The Toy Hobby and Licensing Fair also coincides with the announcement of the Licensed Property of the Year Awards at the ATA’s annual Gala Dinner. The Awards celebrate the outstanding contribution licensed products are making to the toy industry in Australia. In 2019 the awards will be presented to five categories including Boy’s License of the Year, Girl’s License of the Year, Best Promotional Campaign, Pre-School License of the Year and Boutique License of the Year. As the impact of licensed properties continues to grow on the Australian and global toy markets, the ATA looks forward to building the license industries’ involvement in the Fair even further in 2019 with new activations, new displays and larger scale events.

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MAURIZIO DISTEFANO AT BLE Maurizio Distefano Licensing (MDL), which manages licensing for a number of global and regional brands in both Italian-speaking markets and Eastern Europe, has announced that its second appearance at BLE will see the launch of its very own booth: F122. The recent opening of a Warsaw office not only serves as a base from which MDL can grow its Polish business but will also allow MDL to explore and develop other eastern European territories. And there are certainly major names to promote. For Italy they include Masha and the Bear, a massive pre-school hit. Its latest success has been the arrival of a new themed area devoted to the popular children’s characters at Leolandia. Angry Birds and its spin-offs is a further brand in the MDL portfolio. A second Angry Birds movie set for release in September 2019 will be a further massive boost to an already strong licensing campaign. A new broadcast deal with RAI in Italy has brought Bing to Italian TV screens for the first time. Fifteen episodes per day air on RAI YoYo and there is a strong presence on social media.

emoji — The Iconic Brand takes the notion of tens of billions of messages sent daily and containing almost six billion icons, and translates it into a brand with an appeal that crosses generations and genders. The emoji company is the owner of the registered emoji trademark in up to 25 classes in more than 100 countries around the globe. In addition, Tetris, one of the most recognizable and influential brands in the world, will celebrate its 35th anniversary throughout 2019. Another property with strong licensing potential on the MDL roster is children’s brand Monchhichi, the adventures of little characters that create children’s dreams, is already on air both on Frisbee and DeA Junior and a toy distribution deal for Italy has already been agreed. MD Licensing also manages the global licensing campaign for Camomilla Milano – and Chic & Love, a Spanish fashion and accessories brand that combines a sexy and attractive street look with a modern and comfortable style that incorporates Swarovski crystals into many of its collections. Further properties include Gapchinska, Simon’s Cat, Gigantosaurus and web hit Hamsta World. Many of these brands will also be part of the MDL portfolio for Eastern Europe, along with the hit French animated comedy series Oggy and the Cockroaches. MDL is also building a strong football-based portfolio for the region, focusing on the football superbrands Inter FC, AS Roma, and Atletico Madrid and Polish Brand Gornik Zabrze.

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NEW AGENT FOR LITTLE PRINCESS Following its expansion into the UK, Retail Monster Ltd, the brand extension and licensing company founded by Studio Veteran Michael Connolly, has recently partnered with The Illuminated Film Company to represent the classic Little Princess globally. Little Princess (based on the Tony Ross picture books) has been on Channel 5’s Milkshake since 2006 and is one of the Channel’s longest running shows. Series 4 is currently in production, with new characters, new writers and a new director. Bringing a freshness to Little Princess, whilst maintaining all of the charm and character that fans love about the brand. The new series is due to go on air in Autumn this year. Retail Monster are now in active discussions with toy partners to secure Master toy rights globally for Little Princess. There is a strong existing publishing programme through Anderson Press, and Retail Monster will look to build partnerships in all major categories including apparel, homewares and traditional toys throughout 2018. Iain Harvey of Illuminated Films commented, “We are excited about the prospects of working with Retail Monster on this new adventure and have great plans for Little Princess as she continues to play a part in the lives of young pre-schoolers - and their parents!”

SUPER GEEK HEROES YoBoHo New Media, the global digital media company, has struck a multiyear deal with Yellow Spot Productions to manage and grow their series Super Geek Heroes on YouTube and Amazon. YoBoHo, plans to grow the online audience for Super Geek Heroes through their experience in managing kid’s educational content by using their extensive knowledge of the platforms and performance analytics coupled with programming expertise to improve performance. YoBoHo owns and operates HooplaKidz, which is recognized as one of the largest, most trusted and engaging brands for children. As a leading digital-first producer of high quality original content for kids and families all over the world, they believe in creating pathways for children to learn as they grow. Using their experience in managing and growing kids’ educational content, YoBoHo plans to grow the online audience for Super Geek Heroes on YouTube and Amazon through the use of technology tools and digital rights management. Designed for boys and girls aged 2 to 5 years, Super Geek Heroes has a library of 28 x 3D animated episodes.

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New deals for ProSiebenSat. 1 Pat the Dog Conquering Europe with NICI Pat and Lola, the two main characters in the animated children’s series Pat the Dog, will soon be taking over children’s rooms. ProSiebenSat.1 Licensing, the global licensing and merchandising agency of French property rights owners Superprod and Superights has concluded an extensive agreement with NICI to that end. The German company is the world’s leading manufacturer of stuffed toys and gift items for the entire family.The first pan-European deal covers products in the stuffed toy and back-to-school categories. For example, starting in the fall of 2019, just in time for the beginning of the school year, there will be a wide range of Pat the Dog-branded school items available such as thermoses, lunch boxes, wallets, key chains, and jewelry boxes with and without

LED and sound effects. High-quality stuffed toys from Pat the Dog made by NICI will accompany children to school and everywhere else. Before then, Pat the Dog will be launched on free TV in other countries and will continue its success story. The first season has already been sold to 180 countries, including TV3 and Disney in Spain, RTBF and VRT in Belgium, TSR in Switzerland, Radio Canada, Discovery Kids in Latin America, Turner EMEA & Asia Pacific, and the Disney Channel in the US. In Germany, it has been running since September on the Disney Channel. In many countries the show is performing particularly well with children. This is especially true in Spain, Italy and Latin America where the series ratings went through the roof. The second season is currently in production and will consist of 63 seven-minute episodes. In addition, there will be four half-hour-long TV specials and ten short episodes, each one 1.5 minutes long, focusing on the cute kitty Hoodie. The half hour specials will have storylines devoted to Christmas, Halloween, summer vacation, and how Pat and Lola first met. On top of that, there will be at least six new digital games featuring Pat the Dog and a new 3D app will hit the iTunes and Google Play stores early 2019. That means 2019 and 2020 are promising to be full of action and comedy.

PJ Masks in the Fast Lane PJ Masks is now one of the fastestgrowing license brands. The three pajama-clad heroes from the hit CGA action adventure series PJ Masks have also been taking over German retailers in recent months. In Germany, Austria, and Switzerland, ProSiebenSat.1 Licensing is the primary point of contact for licensing partners devoted to the superheroes. All together, the licensing unit has convinced over 30 big-name licensing partners to sign on with PJ Masks, helping to make the brand one of the hottest items in the licensed products business, according to the Zentrada Trend Barometer for 2017. The second season will be available on free TV in the fourth quarter. The preschool series appeals mainly to children ages three to five. Its fan base has now become significantly broader and includes older children and their parents. The Kaufhof retail tour with an activity corner and live characters from PJ Masks, which brought the superheroes Catboy, Owlette, Gekko, and the villains to life for children and their parents, was particularly successful. The tour was so popular that Kaufhof wants to repeat it in the second half of this year. In the fourth quarter, a pajama collection will also be released and available at C&A stores. Deichmann will also be launching a PJ Masks collection of shoes across Europe in the first quarter of 2019.

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PINK PANTHER GOES TO BELGIUM A Pink Panther fashion collection for ladies has launched at Belgian fashion label Essentiel Antwerp, in a deal brokered by CPLG on behalf of MGM. The collection includes a range of sweatshirts, knit sweaters, T-shirts and handbags with embroidery, sequins and slogans featuring the Pink Panther. The collection will be included in a look-book shoot and featured on Essentiel’s social media channels. Essentiel Antwerp started out as a basic T-shirt collection in 1999 in Belgium and grew into a ready-to-wear collection for men and women. Today there are 42 Essentiel stores in Belgium, France, Spain, the Netherlands, Germany and the UK, in addition to over 800 distribution points internationally. Tom De Poortere, Creative Director at Essentiel Antwerp, said, “We always look to include graphic prints or characters into our collections and the Pink Panther is fun, colourful and has a unique charm which perfectly fits our brand.” Matt Tobia, Account Manager, CPLG Benelux, added: “The Essentiel brand is synonymous with luxurious, offbeat fashion and they have created a stylish, contemporary range for Pink Panther, which reflects the sophistication for which the character is known and loved. We are delighted to collaborate with Essentiel Antwerp on their first Pink Panther collection, and are confident fans of both brands will be thrilled with the results.”

FOX PARTNER WITH REEBOK FOR PREDATOR Celebrating the latest installment in the Predator film franchise, Reebok has partnered with 20th Century Fox Consumer Products to produce a detailed cinematic collectible. The DMX RUN 10 is a battle-hardened veteran in Reebok’s platoon of iconic sneaker models. For this particular mission, the DMX design was equipped with a lenticular camouflage material that mimics the Predator’s invisibility cloak as it rampages through the jungle.

Reebok’s Vector logo peers out from the top of the tongues while the yellow mesh gusset is an abstract nod to the Predator’s non-combat attire. The inner tongues feature ‘over here’ and ‘turn around’ printed in the creature’s native language. Inscribed with military coordinates in handwritten red ink, the transparent midsole overlays are another crisp nod to covert operations. The custom packaging is also rich in designer detailing. Heatmap overlays imitate the Predator’s thermal-imaging vision, while the box itself is booby-trapped with hidden messages that will appeal to sci-fi boffins and diehard fans alike. The 20th Century Fox x Reebok DMX RUN 10 was released in September via extrabutter.com, reebok.com and Reebok Certified Network retailers worldwide. The launch coincided with the opening of The Predator.

ANGELO RULES MAGAZINE TO LAUNCH Top European kids content studio TeamTO and kids entertainment specialist Cake have announced the launch of the first Angelo Rules branded magazine and home entertainment deal in Germany, Austria and Switzerland. German publisher Blue Ocean and S.A.D. Home Entertainment will launch the magazine and DVDs in tandem with the TV show’s fourth season. The first 36-page bi-monthly Angelo Rules magazine will launch at the end of October, followed by a Christmas

edition on in late December, with the crosspromotional support of German Licensing agency g.l.a.m. The magazine features comics and short stories written in Angelo’s authentic language and style; quizzes and games; tips and tricks on how to get through the school-day; and lots more aimed at Angelo’s fanbase around the world. The TV series, based on best-selling books, airs in 100+ territories, and its four popular digital games - Skate Away, A Busy Day, As the Birds Fly and Funny Faces - have been downloaded 6 million times.

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SUPER WINGS TAKES FLIGHT

HAMSTA WORLD

Alpha Animation and Toys UK has announced that its hit preschool property, Super Wings, will be embarking on a collaboration with Flybe, Europe’s largest regional airline. The partnership, co-ordinated by Hello Communications Group, saw Super Wings branded activity sheets on board Flybe flights as of 15th August 2018. Aimed at providing fun and educational activities for pre-schoolers on over 200 routes, the sheets entertained up to 30,000 children throughout the remainder of the summer holidays with a mixture of visual, interactive and puzzling tasks, all relating back to the Super Wings characters and their core values. The on-board activity was supported by additional digital and social media content across both www.flybe.com and Super Wings channels, giving customers the chance to win Flybe flights and Super Wings toy bundles worth thousands of pounds. “This collaboration was a no brainer for us,” began Mark Hyndman, General Country Manager at Alpha Animation and Toys UK. “Super Wings’ core values centre around travel, culture, friendship and families, all of which resonate with Flybe and their brand values. This summer was a great time to be a Super Wings fan and we really looke forward to seeing this collaboration get off the ground and where it will take us moving forwards.”

It has been a little over a year and a half since Hamsta started popping up in licensing - a cheeky, new age brand, created in the heart of Amsterdam by Saskia Keiser. Happy Ink looks back at a very positive, intense and adventurous period. “In the ever-evolving business of licensing, it is quite the challenge to launch a new brand. However, I fully believe in Hamsta World’s magical appeal to kids ages 9 and up. It’s a feeling I had when growing up and seeing Hello Kitty or Snoopy (Peanuts) merchandise. I did not know why I wanted it, I just needed it. I see the same response to Hamsta today. If you keep on top of kids’ movements, trends become a lot easier to spot. Being a relatively small company, it allows us to move fast and adapt where necessary,” said Jacqueline Hofman, International Licensing Director of Happy Ink. She also stated that Happy Ink’s international partners are operating in well over 34 countries and have secured agents representing Hamsta in over 7 territories (and counting). Saskia Keiser, owner and creator, added; “It has been a roller-coaster ride, full of amazing meetings, product development and first products in stores, all in a little over a year.” Happy Ink promises not to sit stil. With their successful Musical.ly campaign raising a little over 1.4 million views and numerous interactions just behind them, they are expanding contracts, adding new licensees and agents. And with partners such as BlueSky Design, whose products are in Primark across Europe and Empire Apparel having their products listed at Jay Jays stores across the Australian territory, it promises to be an exciting time. “Through this, Happy Ink would like to thank all of our partners that came on board in the very early beginnings for seeing and believing in the magic of Hamsta World and investing so much into our fast-growing brand,” said Jacqueline Hofman on behalf of the growing Hamsta World team.

WISSPER IN INDIA German media companies Studio 100 Media and m4e continue the international roll out of the animated preschool series Wissper (52 x 7 minutes), partnering with India-based entertainment conglomerate Viacom18 Media. India’s leading Hindi entertainment channel has secured all rights for TV, digital and home entertainment as well as for licensing and merchandising for its subcontinent including Bangladesh, Bhutan, Nepal, Pakistan and Sri Lanka. The show will be premiering on Nick Jr. India this Fall. Viacom18 Consumer Products is now in charge of bringing the adventures of m4e’s Wissper brand to shelves in India, already developing a licensing program. The biggest pillar for this program is an extensive toy line, with Simba Toys India set for a launch this Fall. “Our partnership with Viacom18 will be introducing Wissper to kids and families in India, which is a key territory within our international broadcasting and licensing strategy.“ said Peter Kleinschmidt, International Commercial Director at Studio 100 Media | m4e. “We have chosen Viacom18 as a local expert for guiding Wissper and us into this extremely interesting market. We are very excited about the commercial perspectives this huge market has to offer.“ Aimed at preschool children, Wissper follows the adventures of a little girl by the same name who has a very special talent - she can communicate with animals, which allows her to understand their problems and help solve them. Wissper the animal whisperer is a beloved character for young viewers all around the world.

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9 STORY TO DISTRIBUTE RELAUNCH OF CLIFFORD Scholastic Entertainment has named 9 Story Distribution International as the global distributor for Clifford The Big Red Dog, the upcoming relaunch of its Emmy-winning animated preschool series. Based on the best-selling children’s book series by Norman Bridwell, featuring the iconic largerthan-life dog and his best friend Emily Elizabeth, the show, to be produced by Scholastic Entertainment, will make its debut among the international broadcast community at MIPCOM. The first 13 episodes of the new Clifford The Big Red Dog series will be available to air outside the U.S. beginning January 2020. In the US, the series will premiere on Amazon Prime Video and PBS KIDS in fall 2019. “We’re excited to be working with 9 Story to bring the

reimagined animated Clifford The Big Red Dog series to viewers around the world,” said Caitlin Friedman, co-executive producer and VP & General Manager of Scholastic Entertainment. “Clifford is all about friendship, love and kindness, delivering positive messages to preschoolers and their families in every episode. We are delighted to reintroduce the brand, its central characters and prosocial themes to a whole new generation of fans.” “Clifford the Big Red Dog has been an international favorite for years and we’re thrilled to be partnering with Scholastic Entertainment on international distribution of the series,” said Natalie Osborne, Chief Strategy Officer for 9 Story. “The rebooted series is a wonderful update to the original show and we’re excited to help bring the new series to broadcasters across the globe.” The new Clifford The Big Red Dog will feature 39 x 22-minute episodes and showcase new adventures, new characters, and fresh and colorful locations on Birdwell Island as well as a new art style and an original song in every episode. Clifford The Big Red Dog is produced by Scholastic Entertainment. 100 Chickens and 9 Story/Brown Bag Films are on board to help bring the series to life. A hit with kids and families everywhere, the original Clifford The Big Red Dog series was a BIG international success. The show was sold into more than 100 territories, airing for five to ten years in many markets. Today there are more than 133 million Clifford books in print in 16 different languages.

DOG WHISPERER

SKY KIDS TAKE BEANO

The Dog Whisperer Productions has granted the North American master food rights to Illinois-based, pet food market leader NutriPack who will develop a range of uniquelyformulated canned, wet/dry dog food products and extend the beloved Dog Whisperer brand in the growing $35+ Billion North American pet food category. The full line of foods that focus on pet health and nutrition are inspired by the syndicated television series The Dog Whisperer. The deal was brokered by The Dog Whisperer Productions’ exclusive licensing agency, All American Licensing. Episodes of the Dog Whisperer TV series are currently airing on the CW Network, after having played for 10 years on the National Geographic Channel. Michael Gottsegen, Co-Founding Partner at All American Licensing, said, “We have worked with the Dog Whisperer team for years developing tremendous results for our partners, and continue to look for passionate brands such as NutriPack that see incredible value in bringing innovative Dog Whisperer products to the marketplace.” The principals of The Dog Whisperer Productions, Kay Sumner, Sheila Emery, and Melissa Jo Peltier, shared, “Michael, Tim, and the All American Licensing team truly share our vision and enthusiasm for growing The Dog Whisperer brand. NutriPack is an ideal partner for us, as they share in our mission of developing a better and more loving relationship between dogs and their owners.”

Sky Kids has announced a deal with Beano Studios to produce a brand-new TV show So Beano!’ inspired by the rebellious ethos of Beano.com, the multi awardwinning digital kids platform. Filmed at Sky’s state of the art facilities - and to be available for customers on Sky, the Sky Kids app and Now TV kids platform the new series is a presenter-led entertainment show. 26 x 15 minute episodes, aimed at 8-11-year olds, showcase young, diverse UK creatives both in front of and behind the camera. The show includes eight unique sketch acts and fresh talent in the form of presenters, animators, comedy writers and performers. The show is hosted by rising YouTuber Joe Tasker, comedy actress Nimisha Odedra, online star Emma Shaw and Joseph Robinson who makes his debut TV appearance . Commenting, Emma Scott, CEO of Beano Studios’ said, “It’s so great to work with the highly innovative, creative team at Sky Kids and bring the very best of our riotous daily Beano digital mayhem to its audiences! We’re really excited to showcase new, young and unsung UK digital talent with such a well known broadcaster. This new TV show embodies our kid-led mentality by bringing their loves and obsessions to screens across the land in a festival of hyper-relevant mayhem!”

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MASTER TOY FOR LLAMA LLAMA Genius Brands continues its licensing drive for the preschool brand, Llama Llama, based on the bestselling children’s book franchise, with the recent announcement that it has named PhatMojo as the Master North American toy partner. The deal follows Genius Brands recent announcement that Netflix has greenlit season two of the animated Llama Llama series, starring Jennifer Garner. “PhatMojo’s creativity in developing toys and collectibles that are both true to the brand and the vision of the originators of that brand has been a major factor in the company’s meteoric rise in just a few short years in the licensing industry,” explains Lloyd Mintz, SVP, Global Consumer Products at Genius Brands. “The company also values relationships and respects the community that embraces the property, which is extremely important for a beloved and trusted property such as Llama Llama. We are eager to work with PhatMojo’s creative team on bringing yet another dimension of this extremely popular, modern-day classic property to consumers throughout North America.” “Our partnerships are the foundation from which all of PhatMojo’s product lines are built,” added Bill Graham, chief business development officer, PhatMojo. “We have great respect for Anna Dewdney’s vision for Llama Llama and for Genius Brand’s development of the property as a global brand. We’re honored to be a part of this brand and can’t wait to create a great line of toys that will allow kids and their parents to connect with the characters of Llama Llama.” Genius Brands’ growing roster of licensing partners creating product for the upcoming retail launch of Llama Llama includes Kids Preferred (plush), Cuddle Barn (animatronic plush toys), Prime Party (online party supplies) and Myself Designs/ Myself Belts (belts), all of which will be at retailers in spring 2019. Season one of Llama Llama starred Jennifer Garner as Mama Llama and debuted worldwide in 20 different languages on Netflix in January 2018.

NEW SERIES OF THE HILLS A new docuseries of The Hills will premier in 2019. This ground-breaking reality series stars many of the original cast members including Stephanie Pratt. The Hills: New Beginnings is produced by MTV and Evolution Media. Stephanie Pratt is represented by Rights Management International. RMI and Stephanie will be launching the Autumn/Winter French Kiss Collection with occasion wear specialists Goddiva. “This season you will see lots of opulent jewel colours, and sheer dresses with exquisite detailing and an abundance of sequins fit for the party season,” said Stephanie Pratt. RMI are looking for global partners who are leaders in their categories and can create trend forward beauty products. Other categories include: fashion accessories, footwear, EPC and fitness clothing.

YOUTUBE INFLUENCER AT BLE Ian Shepherd of The Social Store will be bringing a new brand called ‘Hearts by Tiana’ to BLE this year this will be the first time that there has been a dedicated stand at BLE for a YouTube influencer. Tiana, is a global YouTube sensation - she’s just 10 years old and her two YouTube channels have a combined audience of 12 million subscribers and her videos have 2.6 billion views - she is the most watched girl on YouTube. Shepherd has created a fully mapped out brand book and style guide, and a mock up of some of the key categories that they are hoping to secure licensees including clothing, nightwear, homewares, stationery, games, beauty, accessories, jewellery, tech, birthday parties and cards, food and drink, and books and magazines. Merchandise is already selling well via her site heartsbytiana.com. Tiana has also appeared at a number of brand activations this year at which she regularly attracts crowds of 5000+ fans. In the run up to BLE The Social Store set up a dedicated Hearts By Tiana shop in Birmingham in September to sell merchandise and demonstrate the strong appetite for Tiana merchandise amongst her legions of fans. Whilst Hearts By Tiana is the core brand that Shepherd will be promoting at The Social Store, he also represents the licensing rights of a number of other social media stars targeting other demographics including boys and families.

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SEGA EUROPE SHOWCASING PACKED 2019 LINE-UP AT BRAND LICENSING EUROPE 2018 SEGA Europe will attend the Brand Licensing Expo, and its award-winning licensing team will be at stand E45 with an exciting line-up of products. SEGA is covering a diverse portfolio of IP including Sonic the Hedgehog, Total War, the hugely popular Football Manager and an iconic retro offering. Below is everything anyone needs to know about SEGA Europe’s line-up ahead of the show. Following on from the critical and commercial success of Sonic Mania Plus, a return to the series’ retro 2D roots, the blue blur is in great shape moving into 2019. Explosive kart racer, Team Sonic Racing will launch on all formats this Winter and will be accompanied by a Sonic themed Remote Control Car from RC aficionadas NKOK, and a new range of apparel and

accessories with merchandise including notebooks, mugs, glasses and more from Half Moon Bay. All of this will be available to purchase via the SEGA Shop alongside exclusive merchandise from a wide range of SEGA’s IP. SEGA Europe is developing its licensing programme for Total War and have struck a key initial deal with Russian board game specialists and Games Workshop distribution partner, Hobbyworld. They, in partnership with Creative Assembly, are developing a range of unique board games based on the hugely popular grand strategy series of video games, Total War. Retro is very much the zeitgeist of gaming right now and the warm reception of SEGA Mega Drive Classics on PS4, Xbox One and PC underlined just how popular older IPs are.

SEGA are capitalising on this continuing trend, gaining placement in supermarkets and on the high street with a retro game and console focused range of products. Recent launches include a SEGA Saturn Android Controller from Paladone, to add that air of authenticity to mobile played retro titles, a Funko Pop 30th Anniversary Altered Beast pixel figurine and a replica SEGA Mega Drive console from Retro Electro, to display players’ passion for retro gaming. For more information on everything here and a whole lot more, come and visit the Brand Licensing team at SEGA Europe’s BLE stand, E45. For more information about SEGA, visit www.sega.co.uk.

Celebrating 20 years since it launched, Brand Licensing Europe opens its doors on the 9th October for three days of deal making, trend spotting and more. Over the years, the event has become truly international with visitors from as far afield as Brazil, Australia, the Middle East and, of course, virtually every country in Europe. BLE always has a real buzz about it and this year is not expected to be any different. With visitor levels in excess of 7500, the major change this year is moving the Brand and Lifestyle zone, as well as the Art and Design zones to the same level as the Character and Entertainment with a direct walk through from Olympia’s Grand Hall to

the National Hall. In terms of education, BLE this year features twenty-three seminars across two stages with subjects looking at topics such as the importance of technology and trends across fashion, lifestyle and sports. A key focus this year is on food and beverage. Sales of food and beverage licensed products reached $16.3billion in 2017, growing by $1billion+ since 2015. Food and beverage is a key theme at this year’s show with a range of exhibitors representing food and beverage, restaurant and culinary brands as well as live cooking demonstrations. A cookery demonstration will be carried out by a chef from the worldfamous Guinness Storehouse in Dublin, who will bring to life the unique flavour profile of Guinness in two dishes incorporating food from the existing licensing programme. Ian Colgan, a Guinness sommelier will also talk through the process of beer and food pairings and couple each dish with a complementary Guin-

ness beer variant. In addition, there will be live demonstrations from two of MasterChef’s top finalists, including this year’s winner Kenny Tutt. The MasterChefs will host mystery box challenges with the audience, where there will be the chance to win mini mystery box gifts. Last year, the show attracted over 7500 retailers, licensees and others which represented a 4% increase on 2016. Interestingly the number of online retailers attending last year grew by an impressive 11%. And this growth trend is expected to continue this year, given the importance of the show in the industry calendar. Over 2500 properties, both new and existing, will be on show and nearly 40% of all attendees are international visitors. On the following pages, we give readers a flavor of what’s on show this year with information from some of the exhibitors on what they will be focusing on for 2018. Show Hours 9 October

9:00 - 17:00

10 October

9:00 - 17:00

11 October

9:00 - 16:00

For more information about exhibiting, or visiting the show, visit www.brandlicensing.eu.

TOTAL LICENSING Following an exciting start to the year which saw the global release of the much-anticipated prehistoric comedy adventure Early Man from Academy Award winner Nick Park, the Aardman team will be exhibiting at Brand Licensing Europe, Stand B30, meeting with new and existing partners to present their upcoming feature film, exciting new IP and product style themes for 2018 and beyond. The Shaun the Sheep brand continues to flourish with Series 5 broadcasting in over 170 territories and a movie sequel in production, which promises to be a major global event for 2019. The studio will continue to work closely with StudioCanal on developing a strong licensing and promotional programme for the film, including publishing and live experiences. Aardman are handling UK and international rights via a worldwide network of agents. In June Learning Time with Timmy

a new educational online series for early years English language learners was launched on a dedicated YouTube channel and will roll out with a number of international broadcasters. The series, which has been developed in collaboration with the British Council, is the latest addition to the innovative Learning Time with Timmy portfolio which marries the studio’s much loved characters with the British Council’s teaching expertise to deliver English language learning for 2-6 year olds around the world. The team are also developing an international publishing and licensing programme to further extend the brand and enable more children, parents and educators around the world to access the Learning Time with Timmy learning experience.

Classic brand Wallace & Gromit will be celebrating 30 years in 2019 and the studio are looking to talk to licensing and promotional partners for their anniversary campaign. Acamar Films will bring the awardwinning pre-school show Bing to BLE Stand F94. Adapted for television from the original books by Ted Dewan, Bing is a celebration of the joyful, messy reality of pre-school life.

The series, produced in Dublin by the award-winning Brown Bag Films, boasts an impressive voice cast led by Academy Award-winning Sir Mark Rylance as Flop; Akiya Henry as Amma; Pauline McLynn as Gilly, and Bryony Hannah as Padget. Bing has seen extraordinary success since it launched on CBeebies in 2014. In the UK, Bing continues to be a toprated pre-school show on CBeebies and the BBC iPlayer. With over 250 million requests, Bing is the number two most requested show on the iPlayer across the entirety of the BBC. 2018 has been another exciting year for brand extension agency Beanstalk, new client announcements included appointments by Alessi, Bruce Lee and Electronic Sports League (ESL). Beanstalk also worked closely with other clients to launch new product ranges, added new licensees and expanded its geographic reach. Beanstalk was appointed to represent the iconic Italian design company Alessi in Europe. Founded in 1921, Alessi

is a pioneer in design-led, quality home products, and continues to lead with world-class collaborations with over 300 designers and architects. Beanstalk client Bear Grylls, worldrenowned adventurer and best-selling author, has partnered with Tobar to create a cutting edge range of insect powder health bars that will launch later this year in Europe. The first original American bar and grill brand, TGI Fridays has partnered with Manchester Drinks, a UK-based manufacturer, to launch a range of TGI Fridays-branded ready-to-drink cocktails. The new range is available in Passionfruit Martini, Pink Punk Mojito and Long Island Iced Tea and launched in September exclusively at Tesco. At Brand Licensing Europe 2018, Beanstalk’s client Guinness will be participating in the live kitchen demonstration on 9 October. In addition, Serena Sibbald, Vice President, Brand Development will be hosting a panel session about “How to Build a Successful Food Licensing Programme” on 10 October. Bulldog Licensing, one of the industry’s leading licensing agencies, will be showcasing a strong and diverse portfolio of properties on stand C2 at BLE. Pikmi Pops from Moose Toys is a range of sweet-scented miniature plushies that come with surprises - all packaged inside an iconic lollipop vessel. Pikmi Pops have become a big hit with

their target market of girls aged 5 to 9. Huge sales are being reported right across Europe – Pikmi Pops is the number one new property in the UK,

TOTAL LICENSING a position it has held for five consecutive months, and tops the plush sales charts in key territories including Italy, Spain and France. Licensees signed to date include Spearmark (housewares), Blueprint (stationery), Aykroyds/TDP (nightwear and swimwear) and Blues (leisurewear). Moose Toys are also behind brand new collectible sensation Treasure X, which has sparked a playground craze and brought a new level of innovation to the category through a hyper unboxing process. Children must rip and dig their way through multiple layers to uncover one of 24 collectible treasure hunters, each with their own distinctive weapon, and there’s a chance to find real gold! Sales of the core product line are off to a flying start and over 6 million people have viewed the online animated trailer. Bulldog will be launching the licensing initiative for the first time at BLE 2018. Bulldog also represents the original Moose collectible Shopkins - one of the biggest girl’s brands on the market with a huge number of licensees across multiple sectors – whilst a new announcement will be made later this year on a brand new Moose property. Additional properties in the Bulldog portfolio include Anthem, Angry Birds, the global phenomenon, Sesame Street, Match Attax, Care Bears, That’s not my…, Miraculous:Tales of Ladybug & Cat Noir, ROUTE 66 and Enid Blyton’s The Magic Faraway Tree. Capcom saw a strong start to the year with the successful release of the critically-acclaimed Monster Hunter: World for console which has since gone on to become Capcom’s bestselling game in company history with over 8 million units shipped globally. The reimagined genre-defining classic, Resident Evil 2, planned for release January 2019, stole the official Critics Best of Show Award at E3. Street Fighter is one of the most popular series of all time and is still revered as one of the best in its genre. The series gave birth to one of the most colourful and recognisable casts in gaming’s history. Street Fighter is still on top form with the recent successful releases of Street Fighter 30th

Anniversary and Street Fighter V: Arcade Edition. The Mega Man legacy continues as the iconic character celebrates his 30th anniversary with the upcoming release of the sequel Mega Man 11. Bringing a touch of over-the-top stylish action to proceedings, Devil May Cry 5 has new and long-time fans eagerly anticipating the latest entry in the demon hunting epic launching in Spring 2019. Licensees and retailers alike are lining up to create and stock original merchandise ranges from apparel, accessories, homeware, bags, plush, and all sorts of collectible items and more. Steamforged will launch first high-end Resident Evil Board Game. Capcom will be at Stand D105 at BLE to meet with new partners and build on the successes of last year while expanding into new categories such as: promotions, beverages, music, online gambling and cosplay. Award-winning agency Caroline Mickler Ltd is looking forward to another busy BLE. Visitors to stand A60 will be invited to hear about continuing licensing success for a wide range of brands led by The Beatles, Yellow Submarine, Moomins, Horrid Henry, Jamie Raven and Lord’s. As the film celebrates its 50th anniversary, Yellow Submarine continues to excite licensees, with a presence in categories that now include Monopoly, graphic novels, apparel, homewares, bags and gifts, and, more recently, musical instruments and tents, all making full use of the extraordinary imagery associated with this groundbreaking film. This campaign, along with the UK brand extension programme for The Beatles, has built on the phenomenal awareness of The Beatles, successfully taking the multiple associations of the brand into a large number of categories across a wide range of products. This year Chupa Chups has good reasons to celebrate. The brand has been in the market for 60 years and looks back on twenty years of licensing. Several Food and beverage extensions have been launched with success

recently and Perfetti van Melle will throw a party at this year’s BLE which is putting the spotlight on the potential of food and beverage brands. True to its spirit, Chupa Chups will transport visitors to a fun world in its booth with lots of surprises and where everybody will be invited to its happy hour the first day of the show. On the second day of the show Perfetti turns to the Brands & Lifestyle theatre where Christine Cool will participate in a panel led by Beanstalk on what makes a successful food licensing programme. Later that day in a dedicated session on the company the licensing team will spill the sweet beans on the secrets behind twenty years of innovating with F&B brands in licensing. The licensed brand family of Perfetti van Melle is very active with Mentos, Airheads, Chupa Chups and it keeps growing: a few newcomers, Brooklyn, Smint and Fruittella, will make their début this year. CPLG will be presenting new initiatives and creative assets across its varied roster of entertainment, character and lifestyle brands. New properties include CGI-animated movie UglyDolls, from STX-Entertainment, slated for Summer 2019 and Sunny Bunnies, the non-dialogue CGI animation comedy for kids 3-6. CPLG will also be announcing representation of a new animated family movie from MGM to be unveiled at the show. New updates will be announced for Spinmaster’s hugely successful toy brand Hatchimals, as well as award winning animated series The Deep. Lifestyle brands BBC Earth, Chupa Chups, England Rugby and Yale University will reveal new plans, partners and creative. Updates for new property Absolut, the leading brand of premium

TOTAL LICENSING vodka, will be unveiled, with further representation in the lifestyle category to be announced. CPLG’s character brand focus will include Felix the Cat, as it prepares to celebrate its 100th anniversary in 2019; Peanuts, including further plans around the NASA space act agreement, and the iconic Pink Panther. Three new character brands to be showcased include: Archie Comics, home to some of the most popular comic book characters; Dr. Seuss, author of the world’s best-selling classic children’s books, and global character brand Line Friends. This started as a sticker for Line, a global mobile messaging app used in more than 230 countries and by over 200 million users. The brand features the iconic bear, Brown, and his friends. Creative Licensing (Stand B71) will once again be showing its large slate of iconic films at this year’s BLE. Such films include, Bill & Ted’s Excellent Adventure, The Terminator, Terminator 2: Judgment Day, Halloween, Escape from New York and the classic Rambo franchise. New to Creative Licensing is the Morgan Creek Library which includes films such as Ace Ventura, Exorcist III, Major League II, and Nightbreed. Creative Licensing will also be showing the longawaited third instalment of the Bill and Ted’s franchise, Bill and Ted’s Face the Music. In this sequel film, Bill S. Preston Esquire (Alex Winter) and Ted Theodore Logan (Keanu Reeves) are middle-aged dads who, faced with having to write the hit song to save the universe, must travel through time with their teenage daughters to fulfil their destiny. Bill & Ted Face the Music is set for theatrical release in Fall of 2019. Deliso, the exclusive worldwide licensor of Sophie la girafe will reveal several deals with new partners during BLE (Stand B38). TSophie la girafe continues to grow each year and has acquired a significant number of new licensees. While keeping her high-end positioning and with over 35 licensees, Sophie la girafe is now available in the mainstream baby categories: wooden

there is a toy line from Golden Bear, and the Live Show recently celebrated its millionth visitor this summer.

toys, cosmetics, plush toys, bedlinen and more. In order to satisfy the consumers demand Sophie la girafe is currently targeting others categories such as stationary, nursery textile and accessories. BLE will also see the presentation of Sophie la girafe baby products such as baby shoes and baby layette. DHX on Stand E30 will show a number of key properties including beloved comic strip Peanuts who approaches his 70th anniversary in 2020 with a robust consumer products programme. Innovative marketing initiatives include a Space Act Agreement with NASA encouraging STEM learning, and the Peanuts Global Artist Collective creating exciting public art. All-new Mega Man: Fully Charged debuted on Cartoon Network USA in August, with content now also available on YouTube. Jakks Pacific’s new toy line is set to follow Spring 2019. Celebrating the legacy brand’s 30th anniversary, Capcom is also launching a new video game, Mega Man 11, on October 2.

Iconic preschool favourite Teletubbies is on leading linear platforms and has 1m subscribers on its 23 local YouTube channels. With a toy line from Character Options and hugely popular live experiences, the brand continues to captivate young children. Evergreen brand In the Night Garden, an integral part of the CBeebies bedtime hour, is the No. 1 rated show with HWCH 0-3. A top-performing preschool license for the last 11 years,

DRi (Stand B15) have a number of brands enjoying retail success and new signings. Miffy’s simple design appeals to parents hungry for stylish nursery décor and this sector will see new plush from Rainbow Designs in fashionable grey and mint. The babywear business continues to grow with high street lines and premium clothing from Tobias and the Bear. 2018 sees ladies’ nightwear success in Primark and the expansion of Miffy into girlswear. New licensees include knitting and crochet kits from Stitch and Story and quilting fabrics from Visage Textiles. Roald Dahl’s Hero Title for 2019 is Matilda, kick-starting on 1st October, Matilda’s 30th birthday. A key moment in the calendar is World Book Day

with which Roald Dahl has become synonymous across book, dress-up and education. A range of high end toiletries from Bloom and Blossom are a highlight and there’s been growth in gifting in The Book People and Sainsbury’s for AW18. The Happy News sees joyful ranges from Widdop and Blueprint extensively listed at retail, with new partners are being signed for toiletries and confectionery. John Lewis is a key partner and will be hosting a series of Happy News autumn events. New to DRi is Barbarian, a new brand created by designer Barbra Ignatiev featuring on-trend and colourful prints inspired by nature. It is already extensively licensed in the US including a collaboration with Anthropologie for stationery and ceramics. Edutainment Licensing will be at Stand A35 majoring on some key

TOTAL LICENSING properties including Arty Mouse. Award winning Arty Mouse is a small character who is big on creativity and he and his friends introduce simple creative skills, enabling children aged 3 to 6 years to express what they see in the world around them through creative exploration and discovery. The Arty Mouse Activity title programme supports the UK National Curriculum, (the Common Core State Standards initiative in the USA and ACARA learning initiatives in Australia) enticing little learners to use a pen so they’ll be counting, reading, writing and drawing in no time. With millions of units sold worldwide in over 50 territories the Arty Mouse programme has now expanded in to other categories to include - Educational Apps, game and learning software programmes Interactive, animated eBooks, personalised gift books and giftware. The first Pop-Up Arty Mouse Edutainment Activity Centre has opened in Shanghai, China this year with a second planned for Beijing this year to be followed by a wider roll out in 2019. With great retail distribution and growing consumer awareness for Arty Mouse Edutainment are actively looking for partners in key categories including story books, arts & craft, educational toys and plush, games and puzzles as well as greeting and party. A further Edutainment property is Homer & Gumur. This 3D animated series is inspired by well-loved tales of toys that come to life when nobody is looking getting up to mischief and mayhem in the play room. The storyline encourages children to learn about friendship, develop problem solving skills and introduces them to the value of teamwork. Broadcasters by Country will be announced at MIPJr and Edutainment are exploring opportunities with master licensees in key categories including toys and plush, games and puzzles. Global content creator, producer and distributor, Endemol Shine Group, will be showcasing their rich and diverse IP at this year’s BLE, including key brands from the company’s scripted, entertainment, reality, digital, ani-

mation and game show portfolio. For the first time at BLE, Endemol Shine Group will debut the award winning, critically acclaimed dramas Peaky Blinders and Black Mirror. Earlier this year Endemol Shine Group announced that it will drive international brand licensing opportunities for both dramas, marking a significant move into off-air opportunities for the Group’s scripted brands.

Endemol Shine Group will also be showcasing a number of properties from across its entertainment portfolio including the most successful cookery television format in the world, MasterChef. The series has been locally adapted in 52 countries and is seen in over 200. BLE will see live sessions in the food activation area. Amongst the digital brands featuring at Endemol Shine’s booth, is globally successful animated comedy series Simon’s Cat. Born on YouTube in 2008, Simon’s Cat is celebrating its 10th Anniversary this year. In the decade since its launch, the digital animation has gone on to amass more than 17 million fans worldwide and has recently appointed agents in China and South Korea as part of its international growth. In partnership with Endemol Shine Brazil, the brand is also growing local audiences via new social channels, and establishing a licensing programme for the brand in the region. Entertainment One will be showcasing its portfolio of globally renowned preschool properties Peppa Pig and PJ Masks. They will also present a brand new boys property, Ricky Zoom, which makes its Brand Licensing debut. Peppa Pig is now one of the top performing preschool properties around the world and generates over $1.2

billion in worldwide retail sales per year. With over 1000 licensees supplying products globally, Peppa Pig has a strong retail presence in the UK, ANZ, the U.S., Iberia, France, CEE, Latin America, Russia, Asia and the reaction to the brand in China has been phenomenal. A global partnership with Merlin Entertainments will see the first of many Peppa Pig World of Play indoor play attractions launch in Shanghai in Autumn 2018 before opening in multiple locations including Dallas, Beijing and New York area through to 2019. eOne is readying for the brand’s 15th anniversary celebrations in the UK and Australia 2019,

which will be marked by a nationwide theatrical release, new episodes, top tier partnerships and retail events in the new year. 2019 also marks the 10 year anniversary of eOne’s Ben & Holly’s Little Kingdom which hails from Peppa Pig creators Astley Baker Davies. In honour of the anniversary milestone, Fiery Light Productions will be bringing back the popular live stageshow for a tour of 45 theatres across the UK and Ireland from February 2019. eOne’s animated superhero TV property PJ Masks has swiftly become a leading preschool property both on screen and on shelf. Broadcast ratings have soared thanks to a growing slate of FTA and VOD partners. The global licensing programme has enjoyed exceptionally strong sales led by Just Play’s master toy line with products now available across a wide range of licensing categories in most markets. Series 2 launched on air earlier this year and series 3 is in production and series 4 in development. New to BLE this year, eOne will be presenting their new boys 2-5 animated TV property Ricky Zoom. From the

TOTAL LICENSING producers of PJ Masks, Ricky Zoom is a CGI action comedy adventure series. The 52 x 11min series follows the adventures of Ricky, a little red motorbike with a zest for speed. Ricky is joined by an enthusiastic group of young bikes, Scootio, Loop and DJ, who live in Wheelford. Currently in production and with a global master toy partner, eOne is lining up broadcasters and the show will premier from spring/ summer 2019. BLE will once again see Fundamentally Children hosting the Women in Toys stand throughout the show. As UK co-Chair, Dr Amanda Gummer works to communicate the organisation’s mission to champion growth for women through leadership, networking and educational opportunities, in the UK toy and licensing industries. Women in Toys will be on stand C133. Fundamentally Children will also be presenting the First Steppers framework in Redefining Preschool – a project that the company worked on for DHX Brands at the end of last year. First Steppers carves out a new subcategory for the younger end of pre-school supporting the unique socio-developmental and entertainment needs of children from six months to two and a half years. Fundamentally Children provided research with parents on the needs of pre-schoolers and their families, as well as offering expert advice on the ages and stages of child development to help DHX get the category just right. First Steppers, therefore, offers a clearer definition of this younger age range and, in doing so, offers guidance and unlocks fresh opportunities for licensees, retailers and consumers. Hartwig Braun, the artist behind the Arty Globe brand, is exhibiting at BLE for the second time to build on the success of last year’s first show and explore further new licensing opportunities for his intricate handdrawn artwork. Last year’s show led to seven licensing projects with major jigsaw puzzle publishers from the UK and Germany featuring existing and newly drawn, bespoke, artwork. This year at the show, the artist is looking

to expand into other market sectors through further new licensing relationships. Hartwig’s different styles – from colourful & happy to graphical sophistication – lend themselves perfectly to a wide and diverse range of media, use and products. Together with his business partner Isaac Lilos, they own ‘Arty Globe by Hartwig Braun’ - the established London brand, which has been making Hartwig’s intricate architectural city drawings illustrated maps available and accessible as wall art and through a collection of wide range premium products, since its inception in 2009. The duo is now very keen to build on the success of their brand and explore new possibilities at Brand Licensing Europe 2018 to take Hartwig’s artwork to the next level and to a global audience. Hartwig Braun can be visited on Stand M20. Howard Robinson will be found on Stands M26 to M28. For the second year in a row Howard’s Selfies was a nominated finalist in the LIMA International Licensing Awards held in Vegas. Currently 76 licensing partners around the globe are producing over 11,000 individual product items ranging from surf boards to wallpapers and even baby onesies. Appealing to all generations has allowed for a strong presence throughout independent gift stores, tourist destinations and gaining mass market placements in Wal-Mart, TRU, Staples, Target, Meijer, Aldi, Office Depot, Carrefour. Selfies continues to expand into new categories and territories. Home furnishings has been a strong sector with a number of new licensees for bedding, curtains, cushions, accent rugs, blan-

kets, wallcoverings and dog beds. After an amazing Licensing Expo further expansion into gift and collectibles has added hundreds of new items to the catalogue of products available ranging from luggage tags, pill boxes, hip flasks, bottle openers, stoppers, pull chains, key holders, compact mirrors and much more. A new range of novelty jewellery featuring items such as cuff links, bobby pins, charms, pendants, earrings, lapel pins and shoe charms are now available. In the automotive section Howard has added new licensed products such as plate frames, hitch covers, wheel badges, air fresheners and window stickers. In Sports, various new licensees have added golf balls, divot tools, golf hat clips, hockey pucks, ping pong balls, frisbees, bicycle bells. Also in sports an exiting new licensee, Strike Force Bowling are producing a unique range of Selfie bowling balls, pins and bags. New additions to the technology sector have included headphones, earbuds, phone cases, tablet covers, phone stands and credit card blocker sleeves and in craft, new licensees for cupcake picks, buttons, wrapping paper and scrapbooking stickers. The brand new Selfie Beach Resort in the Philippines is still under construction but already gaining rave reviews from the local community and tourist agencies and the first dedicated Selfie retail outlet is now also under development. Imperial War Museums will present its diverse licensing programme inspired by the museum’s rich archives at Stand L42 at BLE. In line with this year’s BLE Food & Beverage theme, IWM will showcase its own bestselling kitchenware ranges: Victory is in the Kitchen and While there is Tea there is Hope. Drawing upon IWM’s First World War collections, the ranges highlight the potential for unique products with powerful and sometimes unexpected stories. Already a hit in IWM retail outlets, these unique designs are now available to license. This year, IWM will also be unveiling new partnerships with The Gifted Stationery Company and Kent & Stowe. These new partners join IWM’s al-

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ready prolific and diverse portfolio of licensees that currently include The Royal Mail, The Royal Mint, Airfix and Smart Fox. Licensees have access to IWM’s vast collections, which include posters and graphic art, film, photographs, paintings and sculpture. The extraordinary archive taps into the widespread popularity for vintage and British nostalgia and offers licensees a wealth of artwork to inspire product development. Providing access to world class curatorial expertise and historical accuracy, IWM’s unique collections inspire contemporary, relevant and commercial ideas and give authenticity to products. A dedicated brand licensing team based in the UK are now supported by a local U.S. licensing agent, Spotlight Licensing, who are on hand to guide licensees through the museum’s superb collections and help translate them into successful product ranges. INK Group will showcase two major projects at stand E70 - Zafari and Masha and the Bear. Zafari features beautiful animation and an uplifting story that highlights and celebrates diversity. Broadcasters across the world have signed, with season one already showing, or due to show, in the Czech Republic, Fin-

land, France, Canada, Hungary, Indonesia, Latin America, MENA, South Africa, South Korea, Switzer-

land, UAE), UK and Vietnam, Italy as well as Amazon Prime and IQIYI in China. Season 2 is in production. The licensing community has been quick to spot the potential of Zafari, with Ultimate Source currently developing a toy line and Hachette on board for publishing. This inspiring tale has also attracted the attention of the World Wildlife Fund (WWF), with each episode of Zafari featuring a video aimed at educating viewers about wildlife and wild places on our planet – the first ever deal of its kind. Masha and the Bear is the worldwide smash hit that is broadcast to millions through broadcasters in nearly every country in the world – as well as online through YouTube. Season three recently launched and has already been snapped up by channels in the UK, Italy, Turkey, MENA, France, Germany, Nordics, Asia, Greece and elsewhere, with the last few episodes set to be delivered in spring 2019. The hit series has also branched out into a cinematic release, with audiences across Europe enjoying special screenings of previously unseen content. This initiative has been so popular that it’s been extended across a host of other countries around the world, with release dates set between Q4 2018 and Q1 2019 ITV Studios Global Entertainment have recently announced that Microgaming will supply a new online slot game themed entirely around the retro disco brand Village People. The deal covers territories worldwide (excluding US) and was brokered by ITVS GE, UK licensing agent appointed by brand manager PGS Entertainment. Earmarked for launch in the summer

of 2019, the game will showcase Village People’s hit song library with classics including Y.M.C.A., Macho Man, and Go West. All the iconic characters will feature, including the Biker, Construction Worker and Cowboy, with design taking players back to the pop culture of the 70s by tapping into the colours and flashing lights of the disco era. One of the leading software suppliers to the online gaming and gambling industry, Microgaming developed the world’s first true online casino software, and the first mobile casino software. Their progressive jackpot network is the largest in the world and one of its games holds the Guinness World Record title for the ‘Largest jackpot payout in an online slot machine game’. Their other branded online slot creations include Playboy, Jurassic World, Terminator 2 and Game of Thrones. At BLE 2018, JELC (Stand L65) is presenting a strong and varied portfolio including The National Gallery, I Like Birds, Crimestoppers, Silentnight, Help for Heroes and House of Turnowsky. The National Gallery is the third most visited museum in the world, with an internationally admired collection of paintings in the Western European tradition. This collection has inspired a successful global licensing programme for which JELC is worldwide agent. JELC has already signed up nearly 40 licensees. Recent additions to a growing number of partners keen to associate with this brand include Blackstone Designs, with a new range of t-shirts coming to Top Shop this autumn. The innovative and stylish design brand I Like Birds is also seeing strong growth for its avian-themed illustrations. Finalist in the 2016 License This!, the annual competition at BLE designed to introduce new properties to licensing, I Like Birds now has four key licensing partners on board, including Quadrille Publishing for stationery, Brown Trout for calendars, My Gift Trade for gifting and kitchen textiles and The Art File for I Like Birds greeting cards and wrapping paper. With an 86% unprompted consumer awareness and 1.7 million unique visitors each year to its website,

TOTAL LICENSING Crimestoppers is the only credible brand to license in the security and protection arena. Crimestoppers can now boast a number of strong partners, and more are expected to follow after recently announced plans to include Crimestoppers branding on licensing partner products. Celebrating over 70 years as the UK’s leading bed brand and family sleep expert, Silentnight is uniquely placed to unite and lead the multi-billion-pound sleep category. This is confirmed by its growing licensee portfolio, which includes products as wide-ranging as Beds for Pets from GHS and a (recently renewed) agreement with Benross for room diffusers, air purifiers and a sunrise and sunset alarm clock to help you wake up (and get off to sleep better). JELC also represents Help for Heroes — the Charity founded to provide lifelong support to Service Personnel and Veterans with injuries and illness sustained while serving in the British Armed Forces. JELC’s latest property, House of Turnowsky, the luxury greeting cards, stationery and lifestyle brand, has been a famous name in its own right for nearly 80 years, with strong associations that will, JELC believes, translate into a presence in a number of categories. Rachael Hale continues to delight animal lovers of all ages around the world with joyful and on-trend imagery. With the recent acquisition by Rachael Hale’s long-time US licensing agent, Jewel Branding & Licensing, the brand is poised for expansive growth, with a particular emphasis on expanding throughout Europe in 2018 and beyond. Launched in 1995, Rachael Hale is truly a global success story as a leader in animal imagery across an ever-expanding range of items which include apparel, giftware, home décor, stationery, back-to-school and much more. While earning sales in excess of $900 million it has continued to grow its base of 75 licensees from over 60 countries. In time for BLE, Rachael Hale is introducing a brand new release of animal photography that will be available for current and potential licens-

ees. Rachael Hale is well represented throughout Europe with best-in-class licensing agents including Start Licensing in the UK and the newest licensing agents, VIP Entertainment & Merchandising AG, throughout Germany, Switzerland, Denmark, Austria, Sweden and Benelux and Maurizio Distefano Licensing for Italy and Eastern Europe. Jewel will prominently feature Rachael Hale and will be meeting with current and prospective licensees at BLE, Stand F62. Linda Wood will be showing at BLE Stand M12 presenting both existing ranges and newly released catalogues and design collections. Linda Wood Licensing is a bijou studio based in Essex, UK specialising in surface pattern design for multiple end products. Linda also publishes her own greeting cards and stationery ranges which have proved to be very successful within the retail market both here and abroad. Linda has found that publishing her own products has helped her in obtaining licensing deals for a multi-

tude of end products, from art prints, textiles, placemats, mugs, diaries, gift bags, crafting papers, photo albums, kitchen textiles, trays, homewares. This year at BLE, Licensing Management International Ltd (Stand B90) will be showcasing new brands and highlighting memorable anniversaries for some of their established properties. LMI has been appointed to handle the European licensing for Odd Squad, a live action comedy series about a government agency run by kids in suits equipped with the world’s most advanced and unpredictable gadgetry.

This has been one of CBBC’s most popular live action shows over the last four years with a remarkable following on iPlayer. The International Space Archives licensing programme continues to expand, with 247 Mission patches available from many of the world’s space programmes, plus photographic imagery too. There is growing interest around the 50th Anniversary celebration of the famous NASA Apollo 11 mission that took place in July 1969. British Motor Heritage, who LMI have represented for the past 16 years, has some exciting anniversaries coming up too in 2019. It’s 60 years since the Austin-Healey 3000 and Austin Cambridge A55 first went in to production, whilst the Austin Cambridge A40 celebrates its 65th anniversary. 2019 also brings Centenary celebrations for legendary swashbuckling hero Zorro. This iconic character was first brought to our screens by Douglas Fairbanks and a wealth of heritage artwork will be on show to commemorate this event. Finally, HBO’s award-winning series Game of Thrones will also feature heavily through LMI’s affiliate company Bradford License Europe. Bafta-winning and Oscar-nominated independent production company Magic Light are experts in production, distribution, licensing and marketing. Specialising in animated family films, they bring to BLE The Gruffalo, The Gruffalo’s Child, Room on the Broom, Stick Man, The Highway Rat and Zog. Celebrating The Gruffalo’s 20th anniversary in 2019 Magic Light is gearing up for a mammoth year of events and activities including commemorative product launches; character appearances; film screenings with live orchestra; interactive experiences; Julia Donaldson/Axel Scheffler book signings and retail events; celebrations with Chessington World of Adventures Resort; a summer focus with the Forestry Commission; and a pop-up shop. The new premiere for BBC One this Christmas, Zog – another Donaldson/Scheffler favourite – is a hilarious, heart-warming tale of a keen but acci-

TOTAL LICENSING dent-prone dragon and his mysterious young helper. To coincide, Zog will feature in Forestry Commission activity trails, with a major retail partnership also planned. Further retail activity includes the recently-launched Star Editions website, a bespoke online shopping destination for personalised giftware from The Gruffalo and fellow titles. Launched earlier this year, the Gruffalo range of cruelty-free toiletries from Good Bubble has already won a raft of prestigious awards for its skin-healing properties. Magic Light Pictures will be on Stand F90. At this year’s BLE the Natural History Museum (Stand N80) will be looking back on the success of its refreshed licensing programme and looking forward to new opportunities and expansion into new categories – supported by new resources and new ideas. The Museum will showcase a number of new style guides and discuss potential new partnerships with the aim of building on the Museum’s

already strong presence within the retail and licensing industry.This includes an interest in new territories after a successful recent touring programme saw products developed for both Japan and Taiwan. There have been a significant number of new licensees coming on board introducing the brand to new categories within the retail landscape. Fabric collections, crafting, print on demand, wooden prints, apparel, seed ranges, science kits, dinosaur cutouts and even a 34-piece womenswear collection underlined the impressive use of art, artefacts and scientific expertise that has inspired diverse, high-quality and popular new output for both children and adults. At BLE the team aims to grow new areas for the children’s market, including puzzles, learning (STEM), accessories, back-to-school and food & drink. For adults, licensing targets include puzzles, art supplies, and home furnishings. The licensing programme will also strengthen its collaboration portfolio, with a focus on new categories and ethical consciousness. In addi-

tion, the licensing team has been part of the BLE Mentoring Programme and hosted seven retail buyers at the Museum during the summer to give them an insight into how heritage licensing works. This year at BLE, on stand B5, Rocket Licensing will be showcasing a diverse portfolio of properties. Brands on the Rocket stand include The Very Hungry Caterpillar, approaching its 50th birthday in 2019, and seasonal favourite The Elf on the Shelf. BLE will also mark a new direction for TV and publishing hit Horrible Histories, and the continuing success of the relaunched classic Love Is. Joining these established Rocket brands will be comedy hit Derry Girls, Japanese anime properties from Crunchyroll and the drama series Vikings. Further brands to be showcased by Rocket at BLE 2018 include JIiffpom, the adorable Pomeranian featured in Vivienne Westwood’s AW18 global advertising campaign, the BBC hit Mrs Brown’s Boys, which is consistently

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TOTAL LICENSING ranked No. 1 comedy programme, and the portfolio of comic books from Valiant. Rocket has also been renewed as the UK agent for Gold’s Gym, the most recognised fitness brand in the world, for which target categories include sports apparel, accessories and nutrition. The Open, golf’s original championship will be featured with a putting competition open to all visitors at Stand M88. Played since 1860 on iconic links golf courses, The Open is the sport’s most international Major championship with qualifying events on every continent. It truly is “Open to all the World”. For one week each year, the pursuit of the famous Claret Jug trophy is the focus of the sporting world, followed globally by millions of fans. Staged by The R&A, The Open delivers an annual

economic benefit of up to £100 million to its host region, while the championship’s commercial success supports the development of the sport worldwide. The R&A is aiming to double its re-investment into the game over the next 10 years to £200m, with £80m of that being invested into women’s and mixed golf. Head of Retail and Licensing Jenny Brown says ‘Our Licensing vision is to develop a “must go to experience” to engage, inspire and connect with a global audience all year round. We see Licensing as a key vehicle to attract new fans to the sport through brand partnerships as well as a means of reaffirming the core values of The Open brand with existing fans, on a global platform, 365 days a year. Key territories of focus are UK, Japan, Korea, China and the USAas well as

digital, experiential and strategic brand collaborations across multiple product categories. The Open putting simulator will be on stand M88 and Open merchandise from Hugo Boss and other prizes are on offer.

and Manchester following a launch at Easter this year. In keeping with a food theme, the new collaboration with Creighton’s Chocolatier whose products include the ‘Five More Minutes’ bar flavoured with Gudetama’s bacon blanket.

2018 is an exciting year for Sanrio at BLE (Stand C60), who will preview celebrations for the iconic Hello Kitty’s 45th anniversary in 2019. After an extensive year of fashion successes collaborating with the likes of Puma and Converse, and experiential wins across the UK and Europe, the future is bright for the world’s favourite kawaii girl. While Instagram influencers Marketing Campaign Hello Kitty Gang community has been growing across the European territory in 2018 (over 200 members EMEA), key fashion retailers such as Asos and Primark have launched their third Asos and second Primark collection with Hello Kitty! The Mr Men Little Miss have had a busy year welcoming Little Miss Inventor to the 90+ strong cast. With a launch on International Women’s Day and British Science Week, the creative engineer was an instant hit in the press with features on Sky News and BBC’s The One Show. Alongside this, Mr. Happy and Mr. Worry secured a silver prize at the prestigious RHS Hampton Court Palace Flower Show with their own show stopping garden in aid of our charity partner Children with Cancer UK.They also joined friends at Haliborange with a mission to put a book in every child’s hand, giving away over 13,000 books with a bookmobile tour across the UK. In addition, red panda Aggretsuko who landed on Netflix in April (and now has a second season on the way!) will also be showcased. Finally, Gudetama has been cooking up a storm with its recent Shoryu Ramen themed menu takeover in London, Oxford

Santoro - Stand E2/E5 - is an internationally successful, multi-awardwinning, premium fashion and lifestyle brand. Having recently won the prestigious Queen’s Award for Enterprise for International Trade 2018, Santoro are looking forward to showcasing their brands at this year’s Brand Licensing Europe – and they have so much to show off!

Of course, for visitors to this year’s Brand Licensing there will be plenty of Gorjuss-ness at the Santoro stands. The Gorjuss brand has become an international sensation over the last nine years, is now adored worldwide and has established itself as an evergreen brand. The brand has proven itself capable of straddling both the high end and mass markets, whilst maintaining its premium status. Gorjuss will be sharing the spotlight with Santoro’s newest treasure, Poppi Loves, the adorable little girl in a red coat, whose innocent world full of reading and playing with her woodland friends has been capturing hearts since the brand’s launch in June 2017. Poppi was brand new to Santoro when they first showcased her at BLE 2017, yet she is already available in 25 countries.

TOTAL LICENSING Gorjuss and Poppi won’t be the only Santoro brands stealing attention this year. Mirabelle’s elegance has led to some beautiful collections of fashion accessories, cosmetics and bespoke retail collections. The Kori Kumi textiles and apparel collections, along with some brand new products will be showcased. Finally, any cat-lovers visiting Santoro at BLE this year will be in for a treat. Santoro will be launching the playful, mischievous, yet sophisticated Felines range. Sony Creative Products has announced that its hit preschool property Mofy will be exhibiting at the upcoming BLE for the first time. The hit animated series, already broadcasting in over 50 countries, will be highlighted on stand G10, where SCP will meet potential partners with the aim of appointing a licensing agent for Mofy in the UK and other countries in Europe. Mofy is the story of a rabbit that lives in a warm and puffy cotton ball. In every episode of this animated series she finds out something about the world around her, discovers and understands feelings and emotions, and learns to be kinder and braver. Mofy has enjoyed massive licensing success in Japan, notably in personal care, but also in confectionery, yoghurt, apps, books and magazines, sticker books, digital publications, DVDs and, of course, plush.There are also numerous tie-ins and promotions with magazines, shopping malls, celebrities and retail corners as well as very popular Mofy-themed live appearances, special events and even exhibitions. In addition, more than 650 SKUS of Mofy licensed products are sold or under approval elsewhere in the world, among them stationery, plush, back to school, bedding, bags and purses, personal care items, DVDs, apparel, activity books, games, puzzles, toys and accessories. The character’s appeal to mums and young women has also given it potential in the high-end and fashion markets. Sony Pictures Consumer Products (Stand C15) is heading to Brand Licensing Europe 2018 with an line up of film and television licenses, featuring

new properties and enduring global franchises with top tier licensees and retailers. Sony Pictures continues to successfully reinvigorate its classic franchises with a brand-new sequel to global box office hit Jumanji: Welcome to the Jungle. Joining the line-up, excitement is building with the return of Charlie’s Angels and an all-new spinoff of Men In Black. On the animated film front, Sony Pictures Animation is proud to present the animated musical Vivo, featuring original songs by Lin-Manuel Miranda. Sony Picture’s deep vault of highly sought-after classic films keeps on giving with the much anticipated 35th anniversary of Ghostbusters. Get ready for some big celebration plans with unrivalled activations on an international scale. In addition to Ghostbusters, SPCP features a strong and diverse brand portfolio including The Karate Kid, Groundhog Day, Stripes, and Taxi Driver, along with some top-rated, awardwinning and critically acclaimed television series. Sony Pictures will also present Outlander, Breaking Bad, Better Call Saul and family favourite Hotel Transylvania: The Series, based on Sony Pictures Animation’s popular and successful theatrical franchise Hotel Transylvania. Striker Entertainment, (Stand B80) a global licensing agency specializing in representing today’s hottest pop culture brands, and WowWee, a leader in consumer entertainment products and innovative tech toys, have announced the roll out of the initial licensed ranges for the hit toy property Fingerlings, in Europe. This Autumn will see a whole raft of creative licensed products hitting retail shelves, which include puzzles & games (Cardinal), Annuals (Centum), non-feature plush (Commonwealth), Publishing (DK/Penguin Random House), backpacks (Sambro), collectible keychain cases (Super Impulse) and games (Winning Moves). In addition, an exclusive range of arts & crafts (Addo) launches at The Entertainer. In the spring of 2019, Fingerlings fans can expect to find coloring (Alligator),

homewares and bedding (Character World) and Chia Pets (NECA). These and other forthcoming licensing partners will halo the expanding range of hi-tech toys from WowWee, which just announced the introduction of the first-ever special-feature plush edition called Fingerlings Hugs. Studio 100/M4E report that season 2 of Wissper is currently in production with the first 26 of 52 episodes ready for broadcast in October. Season 1 (52 x 7’) has been sold to and was successfully broadcasted in more than 100 countries around the globe. In terms of licensing, a global network of agents is take care of the licensing program including Brandswithinfluence (UK), brand4rent (Russia & CIS), Mbc (Middle East), Alicom (Nordics), Umbrella Licensing Group (LATAM), Viacom18 (India), WeKids (China), Planeta Junior (Southern Europe). The EMEA master toy line is created and distributed by Simba Dickie Group

and the master publishing partner is Bastei Media. Internationally, licensing partners include Egmont Ehapa, Little Tiger Books, MSZ, Penguin Random House, MiniMini+, Vadobag, Amscan, Lacasa, Trefl, Herding Heimtextil, Edel: Kids and Universal. Studio 100 arrives at BLE having recently opened their own studio in Munich. Studio Isar Animation will be responsible for the company own film productions as well as offering its services for commissioned works by third parties and co-productions. Finally Studio 100, in conjunction with Planeta Junior, are distributing Gormiti, the animated series based on the toy figures and collectibles from Giochi Preziosi. In 2017 Sabine Hulsman, owner of The Cookie Company, founded TCC Brands.TCC Brands (Stand F95) creates new fun and fashionable brands -

TOTAL LICENSING at the moment their brand portfolio consists out of two: Phonicons and Ojo. The Ojo animals are brightly coloured and all have their own story - billed as being the perfect friend for daughters of lazy parents who don’t want to buy their child a puppy or a pony. The brand, aimed at girls aged 5 - 10 is now backed by a group of licensing companies including The Cookie Company (fashion & apparel), Footbrands (socks and shoes), W&O Products (stationary and arts & crafts), Play by Play Toys/Famosa (plush) and Rebo international (publishing). And more to come soon, launching over the next weeks. Sarah Lawrence (This is Iris) and Jehane Boden Spiers (Jehane Ltd) are joining forces for an engaging programme of events at BLE 2018 (Stand P20). Both Sarah & Jehane are business entrepreneurs who personally run their own licensing agencies. They met previously whilst exhibiting at Brand Licensing Europe. They quickly connected as agency owners sharing a pro-active approach and a keen interest in supporting Art and Design within the licensing industry. This dynamic collaboration sees their independent companies exhibiting alongside each other in the Art & Design National Hall on Stand P20. Their alliance includes jointly leading a licensing seminar on the importance of Art & Design as well as participating as judges on the panel of BLE’s new Art & Design category for License This! This is Iris’s Art & Design properties include Ailsa Black, Beryl Cook, Catalina Estrada, Deer Little Forest, Dominique Vari, Elle & Everest & The Great Majesco, as well as new collections from renowned botanical artist Alfred Wise and greeting card designer Lottie Jones. Jehane Ltd’s properties include artists from the UK, Canada, and New Zealand; Helen Ahpornsiri, Tracey English, Katherine Quinn, Meghann Rader, Kate Heiss, Snowden Flood, Amelia Bowman, Natalie Pedetti Prack, Susan Kennewell and Jehane’s own designs.

Topps (Stand B65) has unveiled its plans and focus for BLE. Celebrating 80 years of trading, the Topps Company will be showcasing latest projects and opportunities for its sports and entertainment-led product portfolio. A robust licensee programme for Topps Match Attax is currently underway, with plans to further expand the offering with a new Match Attax Ultimate range, which is set for launch in November 2018. This premium card set features 150 foil collectible cards, with exclusive autograph and memorabilia cards for the biggest names in the Premier League. Campaigns for the September launch of the 2018/19 UEFA Champions League Collections will support one of the world’s most powerful sports brands. The latest season includes 595 stickers for the UK and European markets. The collection features some of the best players in the world, all 32 teams in the group stages and a bumper 64-page sticker album. Turner’s Cartoon Network Enterprises (TCNE) returns to BLE (Stand D50) to showcase its dbrand portfolio which is anchored by an authentic quirkiness, irreverence and comedy appeal that is truly unique to the award-winning licensor. Following its 2017 global relaunch, the evergreen Ben 10 franchise continues to put down new roots in the boy’s category. Back in action and better than ever before, on screen success is translating to the shelves with Ben 10 repeatedly ranking as a Top 10 Boys Brand in Action Figures and Role Play

in key EMEA markets. The excellent range from Playmates Toys leads the licensing programme with the universally popular Omnitrix becoming a ‘must own’ staple of the role play category. In June the Basic Omintrix was

the UK’s #1 item in the Role-Play subcategory (NPD). The original bastions of girl power The Powerpuff Girls, are celebrating their 20th anniversary this year. The revelry has seen a global rollout of new episodes, more episodes featuring the fourth Powerpuff Girl, Bliss (voiced by local celebrities across EMEA, including Britain’s Got Talent Judge Alesha Dixon in the UK), events and new licensing partnerships with a focus on fashion collaborations that target style seeking millennials. Meanwhile, Adult Swim’s critically acclaimed Rick and Morty is building its library of accolades. It has been an incredible 12 months for Rick and Morty. Season 3 has launched exclusively on Netflix in select EMEA markets, including the UK, as well as on Turner’s own channels in France, Germany and Spain – making the show easily accessible to fans across the region. The creators and Adult Swim have also announced a further 70 episodes. Adventure Time is transitioning to a new found classic status buoyed by an extraordinary level of fandom, enduring partnerships and content in new formats. In addition, The family sitcom The Amazing World of Gumball and Cartoon Network’s prime-time rating show We Bare Bears are also on the bill alongside the first Boomerang Original The Happos Family. Universal Brand Development returns to BLE (Stand D60) with a powerhouse slate of franchises from the company’s film and television creative partners including Universal Pictures, Illumination and DreamWorks. Universal will showcase exciting and innovative partnerships with local, regional and global licensees and retailers who are on board to support the continued development of its worldclass roster of properties and groundbreaking ‘always on’ multi-media content strategy. The spotlight will be cast on Universal Brand Development’s key franchises, including Universal Pictures’ Jurassic World and Fast and Furious franchises, and introducing The Voyage of Doctor Dolittle; DreamWorks’ Trolls and

TOTAL LICENSING How to Train Your Dragon; Illumination’s The Grinch, The Secret Life of Pets 2 and Despicable Me; as well as the DreamWorks TV franchise, Spirit Riding Free; and the U-Vault archive. The V&A (Stand N70) continues to build on its well-established licensing programme, with exciting plans diversifying across categories and driving innovative product ideas in the global market place. In addition to awards for the V&A inspired John Lewis designed collaboration and the range with lifestyle accessories brand Knomo, this year saw the V&A presented with Best Licensed Heritage Or Institution Brand at the Brand & Lifestyle Licensing Awards 2018. A key element of the V&A’s licensing strategy is building on its long-standing relationships. British Ceramic Tile, a licensee for nearly 20 years, has recently launched a striking collection of white, textured tiles inspired by the museum’s extensive archive of wallpaper designs. Creative Tops, has brought two very diverse table top ranges to market, the Cole Collection and the whimsical Edward Lear Nonsense Alphabet. Additionally, Bedeck continues to translate unique archive material into stunning bedlinen collections. This year has also seen expansion into new categories. Its first foray into food and beverage gifting, with Fells launching a selection of luxury confectionery and drinks beautifully packaged in arts and crafts patterns exclusively for John Lewis. Philippa Craddock, renowned for the floral abundance at the wedding of the Duke and Duchess of Sussex, has launched a range of faux flowers utilising the V&A’s comprehensive collection of botanical illustrations, making everlasting displays possible whatever the season. VIZ Media Europe (Stand B55) is positioned as the reference in launching Anime franchises in EMEA territories. VIZ specializes in managing the development and distribution throughout EMEA of Japanese Anime entertain-

ment and graphic novels. Owned by three of Japan’s largest publishers and licensors of manga and animation,VME handles the comprehensive licensing and promotion of some of the most popular Japanese manga and animation properties. VME 360° expertise comes from its activities diversification: manga & DVD edition under the brand Kaze,

licensing of successful manga titles (One Piece, One Punch Man, Naruto, Dragon Ball...), management of their own SVOD platform (Anime Digital Network) in joint venture with MédiaParticipations, distribution rights management (TV, cinema, merchandising). VIZ Media Europe portfolio is about fifty brands in EMEA territories, mainly manga-based. Among the most famous are Yo-kai Watch, Hamtaro, Doraemon, My Hero Academy, One Punch Man, Death Note. Since January Viz are accelerating their development, and are pleased to announce the return of the legendary Captain Tsubasa. Warner Bros. Consumer Products returns to BLE (D30) with a world-class roster of entertainment franchises, including the Wizarding World; DC’s portfolio of film, television and animation; as well as classic animation favourites led by Looney Tunes and Scooby-Doo. The Wizarding World continues to bring to life two powerful franchises – Harry Potter and Fantastic Beasts, which will set the big screen alight again when Fantastic Beasts: The Crimes of Grindelwald is released in November. The ever-expanding range of characters and stories has inspired the most robust Harry Potter licensing programme ever with exponential growth across toys, fashion and home, and all sectors of retail. The DC franchise also brings the epic action-adventure, from director James Wan and Warner Bros. Pictures, Aqua-

man. The first-ever standalone feature film for the mighty half-human, halfAtlantean, Aquaman introduces an allnew, expansive underwater world in theaters this December. The next DC Warner Bros. Pictures feature film is the action-comedy adventure Shazam!, which will help drive WBCP’s DC Super Hero franchise in 2019, alongside Wonder Woman in the highly-anticipated sequel to the record-breaking blockbuster film in 2017. DC Super Hero Girls remains a priority with an all-new animated series and new content. Award-winning French animation studio, Xilam Animation (B74), is heading to BLE with significant momentum behind its portfolio of internationally successful kids’ properties. Xilam’s slate will be spearheaded by Oggy and the Cockroaches, which is celebrating its 20th anniversary this year.To mark two decades of surprises, Xilam is preparing an exciting calendar of activity to commemorate the landmark moment for Oggy that agents will be able to implement globally. Xilam will also bring its new animated series Mr Magoo to BLE for the first time. Based on the successful 1960’s cartoon, Xilam has already secured significant broadcast presence through deals with ITV and CITV in the UK, France Télévision in France, K2 in Italy and Cartoon Network in Asia. Mr Magoo

will premiere from spring 2019 and target kids aged 6-10 years. Rounding out its slate, Xilam will also offer opportunities for Zig & Sharko, the ratings-winning slapstick comedy that is now in production on its third season while in the preschool space is Xilam’s bright and playful animated comedy series, Paprika, which launched successfully on FTA in France and Italy.

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National Geographic is a brand with growing success in the consumer products area – not least among children, with whom it has a long-established and strong reach through its many media assets.

A conversation with the kids... In the year since National Geographic’s European Consumer Products and Experience strategy was unveiled at BLE 2017, the National Geographic brand has clearly played to its strengths.This is a powerful multimedia brand, with millions of print and digital readers around the world, hundreds of millions of viewers on TV and a similar number of followers on social media. It’s also the number one media brand on Instagram, a leader in Facebook videos and a multipleaward-winning group of magazines. In short, this is a multi-platform success and this has helped to drive awareness of its consumer products programme. But this is a brand with more than just media success to guide its image. The National Geographic brand, like its magazines and TV channels, has a lot to talk about: science, exploration and conservation are at the heart of the conversation it has with reader, viewers and now consumers. Sustainability, the crisis caused by single-use plastics, surgery breakthroughs, attitudes to race, space exploration and the continuing plight of endangered animals are just a few of the themes National Geographic’s media channels have addressed in recent months – and continue to address. Many of these themes – in particular sustainability and plastics

– also inform a campaign that is as much about expressing and promoting ideas and values as it is about bringing a globally famous brand to a carefully selected range of products. And all these talking points tie into another strength of the brand: its appeal to kids. This is a brand with an extraordinary reach across multiple platforms among children of all ages from pre-school to young adult. The National Geographic’s UK publishing business for kids alone runs in to its millions at RSV – and growing. National Geographic Kids is the top kids’ editorial site in the UK. Thus the consumer programme is building on a reach to children that is widely perceived by magazine advertisers to drive their brands. It has been further boosted by a creative vision developed in association with creative agency Blue Kangaroo that uses the many NGP assets across three core themes: Amazing Animals, Stem and Space, and Explorers in Training. These assets include photography, designs, infographics and more sourced from television channels, magazines, books, video, events, and a group of digital and social platforms unparalleled in the world, all drawing on the brand’s unique access to National Geographic scientists, explorers, photographers, and experts. The consumer-focused output for the kids market now includes, to give only

a few relevant examples, science kits, microscopes, telescopes, sticker album collections and animal plush. But the product ranges go beyond STEM kits, stickers and toys. Combining great visuals and attractive designs with a positive sustainability message that is intrinsic to the brand and that appeals enormously to the young has been behind some impressive licensing agreements. They include Dreamtex kids and adult bedding for the UK, a gender-neutral kids fashion range due to launch directly with a UK retailer and a (global) Clarks kids and adult sustainable footwear range, all three of which will be both colourful (drawing on National Geographic imagery) and have a strong emphasis on sustainability. Meanwhile Hermet’s kids’ bedding and home textile ranges and Steiff’s premium plush ranges, both covering Europe, have been inspired by the National Geographic Photo Ark collection, photographed by the acclaimed photographer Joel Sartore that celebrates the beauty, uniqueness and fragility of living species and encourages customers to take care about the world and our ecosystem. And there’s much more to come for

kids: interactive family exploration centres and an ambitious new fiction franchise are also on the way as well as many more announcements in a fastwidening range of categories. And unlike some kids’ brands National Geographic also has unequivocal support from adults. As Maria Maranesi, Vice President, Consumer Products, Europe & Africa, National Geographic Partners, says: “As one of the most trusted brands in the world, with strong core brand values, we have consumers’ permission – almost the expectation – to create conversations with children.”

TOTAL LICENSING Award-winning global independent animation studio ZAG will be at BLE under the leadership of Andrea Green, SVP, Global Consumer Products, and André Lake Mayer, President, Global Consumer Products, with several properties under their ZAG Heroez™ label - an umbrella brand franchise that brings together all the super heroes from ZAG’s animated TV series. André (pictured) tells Total Licensing about the company’s plans!

“We are presenting our newest series, Power Players (working title), which is a groundbreaking 3D CGI animated/ live-action hybrid TV series that is an adventure from a “toy eye” view. In Power Players, an inventive and curious boy transforms into a living action figure. With a wild new perspective on the world, he wrangles an unlikely team of toys on the biggest small adventures a kid could ever imagine. This is a series created by ZAG and developed in collaboration with Method/ON Entertainment and Man of Action Entertainment. Our aspirational brand Miraculous - Tales of Ladybug & Cat Noir—winner of the 2018 Teen Choice Award for Choice Animated Series—continues to be a major push for us with Season 3 set for a 2019 premiere, and pre-production taking place now all the way through season 5 for a total of 130 episodes. Miraculous airs in over 120 countries worldwide, regularly scoring #1 rankings in kids 4-11 demo and lifting overall network ratings with key broadcast partners such as Disney EMEA & Latin America, France’s TF1, UK’s POP, Italy’s Super!, Brazil’s Gloob and Netflix and KidsClickTV in the USA. Miraculous has also become a digital planetary craze with over 17 billion watch-time minutes in its lifetime (2016/17) on YouTube (authorized and user-generated content)! With over 350 licensees on board and

multiple industry awards, Miraculous passed the $100 million mark in retail sales in 2017. New far-reaching programs for 2018/2019 include a new licensing agreement with Ipanema who has developed a Miraculous-Ipanema collaboration footwear range for kids and adults consisting of flip flops and backstrap sandals for kids, and an exclusive adult flip flop. These will be available at retail in the southern hemisphere in November 2018, and rolling-out in the U.S. and Europe in April 2019. Spring 2019 will also see the launch of a global promotion with Ferrero (Kinder Joy & Surprise Egg). Winning Moves will be launching a Miraculous Monopoly Junior game just in time for the 2018 holiday season across EMEA. In September 2018, PEZ debuted its Miraculous themed iconic PEZ candy dispenser in France, Spain, U.K., Italy, Germany and more (excluding U.S. and Canada.

In August 2018, a global promotion commenced with Burger King and in the same month, the GUESS x Be Miraculous Ladybug Fashion kids capsule collection debuted in USA and EMEA. Earlier in 2018, Funko launched its collectible POP! stylized vinyl figures and sold out quickly. Additionally, the first official mobile game from Tab Tale launched on April 24, 2018, that attracted 20 million downloads in the first 2 months. Additional global and pan-regional licensing partners include Bandai (master toy), Zara (perfume), and Panini (magazines and sticker books). ZAG is looking to further expand in publishing and party goods, more tailored retailer programs, lifestyle

products for young adults and more healthy food and packaged good promotions. We are also presenting Zak Storm – Super Pirate, an original, multiplatform IP targeting Boys 6 – 11-years-old. The Zak Storm — Super Pirate 3D, CGI-animated action comedy TV series has been greenlit for season two for an additional 39 episodes bringing the total to 78 half-hours. It currently streams on Netflix USA and airs on Sinclair Broadcast Group’s KidsClick TV. In Europe, strong free to air broadcasters include France’s Gulli, Italy’s Super, Germany’s Super RTL, Spain’s CLAN and UK’s POP. And in Latin America, Discovery Family Channel covers the region. Bandai debuted new SKU’s of its toy range this fall that are packed with “digital enhancement” treasure coins, designed to level up the free gaming app. Publishing licensees include Panini for magazines and trading cards; Editorial Planeta in Spain, Gründ in France and Cirandu Cultura in Brazil. Palamon is on board in the U.S., for Halloween costumes; plus numerous licensees have been secured in apparel, accessories and back-to-school internationally. At BLE, ZAG will be looking for new partners in publishing, games and puzzles, sporting goods, spring and summer toys, electronics, apparel, bedding/ bath/beach, party goods and more!”

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A KEY PLAYER IN FRENCH LICENSING TF1 Licenses is a key player in the heart of a media and entertainment ecosystem positioned as “The number one content marketplace” in France. This has allowed TF1 Licences, combined with TF1 Group’s media expertise to develop their activity across entertainment businesses including games, shows, music, digital and cinema. Total Licensing talked to Marina Narishkin, Director of TF1 Licenses to find out more about what the company is doing.

TF1 has a broad range of properties from entertainment to television and brand and from Barbapapa to New Zealand’s All Blacks. Barbapapa originated from a children’s picture book by French-American couple Annette Tison and Talus Taylor. The property has been a huge success and already has more than forty licenses internationally, mostly in Southern Asia. A new television series is currently in production scheduled to launch in 2020.This new series has already been sold to a number of countries including TF1 in France, Rai in Italy,Yle in Finland, Tele-Quebec in Canada, RTBF in Belgium and RTS in Switzerland. In addition, Nick Junior will broadcast the series to more than 100 territories around the world. TF1 also represent The Smurfs in France and, with a new television series due to air in 2021, they expect interest to continue to grow. The All Blacks have a number of licenses including a range of perfumes which has been hugely successful. As Marina Narishkin explained, “With the Rugby World Cup taking place next

year, we expect interest to really grow in the All Blacks who are, after all, one of the big teams in the tournament.” Whilst TF1 represent a number of their own TF1 properties, they also represent third-party licenses including Miraculous which is a good example of how they work with other divisions within the group. “Two young singers form the Voice Kids sang the theme song for Miraculous, organised by TF1 Musique.” continued Narishkin. “To date, almost 80 million have viewed this on YouTube.” Currently a QSR operation is running with Burger King in many territories including France and from late September Miraculous will also be in Quick restaurants. In addition, TF1 Games will also be working on new material for Miraculous. In what is billed as French Netflix for kids, Tfou Max has been going only just over three years and already has over 900,000 connected homes - around 2 million children - all of which helps TF1 Licences including their program for Super Wings for which they have TV and promotional rights. Confectionery brand Haribo has also been very successful. A new shower gel and shampoo line was signed with L’Oreal and has enjoyed excellent sales. A further area that is helping TF1 Licences is TF1’s various acquisitions of assorted, but related, businesses. One such business is Blue Spirit, an animation company that was founded back in 2004 that covers the whole process from pre-production to film editing. A further addition to the TF1 family is the Aufeminin Group, a global media group with a presence in more than 20 countries and a global audience of over 149 million. Founded in 1999, Aufeminin creates editorial and community around subjects that matter most to women and has a broad brand portfolio. “It’s exciting that TF1 is acquir-

ing different businesses,” commented Narishkin. “Of course, with these acquisition come new brands for us to work on. We realise that licensing is more than straightforward product merchandising and doing business in different ways has become more and more important. :We know that licensing has to encompass a lot of different ways, ” continued Narishkin. Live events and experiences have become increasingly important in the licensing mix. For example, TF1 organised a travelling expo for Jurassic Park which ran throughout France. On a different note, TF1 created a giant ‘escape game’ for kids in Paris, in conjunction with leading football club Paris Saint Germain. And co-branding deals are also important such as Milles Bournes’ launch with Mario Kart. Rishkin believes that TF1 are well positioned now moving forwards.“We have deliberately reduced our catalogue to focus on a number of key brands this year and we are already seeing the positive results of this,” she concluded.

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Carla Silva VP and GM Global Head of Licensing, King Features

King Features are heading to 2019 not only with a new property in their portfolio but, at the other end of the scale, celebrating Popeye’s 90th birthday. Total Licensing caught up with Carla Silva, King Features’ VP and GM, Global Head of Licensing to find out more. Cuphead is a new property to King Features. Can you tell us a bit about the property and what you think it’s appeal is.? Carla Silva: “Cuphead is a breakout hit gaming property from Studio MDHR that took off with fans right away.With a simple premise, uniquely challenging gameplay, and a nostalgic animation style inspired by classic 1930s cartoons, it’s easy to see why it hit cult status so quickly.

The game received dozens of awards and accolades in 2017, including Annie Awards for Outstanding Achievement of Character Animation in a Video Game and Special Achievement, a feature in TIME Magazine’s Top 10 Games of the Year, and it was named IGN’s Xbox One Game of the Year.”

What are your plans for Cuphead, both in the United States and in International markets? “As the excitement around the awardwinning game continues to grow, we are taking the brand global and recently announced a swath of international agents across Europe and Asia, as well as new international deals. Cuphead and Mugman are beginning to take on the United Kingdom with

new apparel, accessories, and art inspired by the hit game. Launching later this year, Insert Coin Clothing is debuting a line of t-shirts, sweatshirts, and hats; GB Eye is launching Cuphead posters, framed prints, mugs, badge sets and card holders; and Trademark Products is releasing outerwear, hats, and t-shirts. They are joining a wide range of US partners, including Funko, Accutime, Fifth Sun, Dark Horse Comics, Underboss, and Just Funky. Fans who are hungry for more Cuphead can also expect a new DLC pack in 2019: “Cuphead: The Delicious Last Course,” featuring a highly-anticipated new playable character, the legendary Ms. Chalice.”

Popeye celebrates his 90th birthday next year. What are your plans for the occasion? “With dozens of partners set to help celebrate the pop-culture icon’s 90th anniversary and plenty of exciting product lines, events, and content, 2019 is primed to be Popeye’s biggest year ever! We have a wide range of international and domestic partners on board to support our favorite salty sailor at retail across all major categories, including apparel, accessories, collectibles, health and nutrition, and publishing. Popeye continues to stand for

TOTAL LICENSING strength, fitness, and nutrition and we recently signed deals with GameFood Company for vitamins and protein bars in Russia and Brasterapica Industria Farmaceutica for nutritional supplements in Brazil. Apparel continues to be a strong category and we’re growing our business with new deals in Asia and Latin America with HUF, Giordano, Aurimoda, and Hanes. Additional new Popeye product lines that will thrill long-time fans include an exciting footwear collaboration with Sperry, Funko Pop! vinyl toys, magazine promotions for Olive Oyl and Brutus with Magazine House Co., Ltd. in Japan, hand-painted figurines and gift items from Arguydal; adult costumes from Rubies, and much more. In Popeye’s early days, E.C. Segar often shared artwork drawn by fans at the end of the Thimble Theater comic strip. He called this “Popeye’s Cartoon Club,” and it gave ordinary readers a chance to share the page with Popeye. For Popeye’s birthday, we’re bringing Popeye’s Cartoon Club back! This time, we are inviting artists to write and draw their own comic strip featuring Popeye and his friends. We’ll be publishing these comics throughout 2019. In recent months we also developed a new brand logo and packaging for Popeye, a fresh, interactive website, and a new YouTube channel, which has helped Popeye’s social media presence explode. 2019 will also see the first new Popeye animation in nearly 10 years.”

Popeye is known really throughout the world. How do you keep the brand fresh and appealing to current generations? Popeye is one of the world’s most recognizable pop culture icons and has maintained a loyal fan following for nearly 90 years. With more than nine million followers on Facebook, Popeye is beloved by fans from around the globe and he endures as the tough, spinach-loving sailor man who always

create new animation in the popular squash and stretch style and look forward to bringing new Popeye content to fans both new and old.”

What are your plans moving forward for any of the other King Features properties and brands?

stands up for the underdog. To keep the brand fresh and surprising, Popeye has recently found a home in streetwear style. We put a strong emphasis on developing unique and trendy collaborations with high-end brands including A Bathing Ape, Iceberg, Joyrich and New Era.

“Betty Boop continues to shine around the world with new high-end collaborations that highlight her playful and sassy nature. Offbeat lingerie brand Undiz debuted a flirty and chic Betty Boop collection featuring underwear and nightwear in Europe last month. Recently unveiled at Pitti Uomo in Florence, Le Pandorine, one of the most prominent fashion bag producers in Italy, is launching a Betty Boop collection. In Brazil, Forum launched a Betty Boop co-branded health and beauty collection featuring cologne, nail polish, and body lotion. These exciting collaborations come on the heels of Betty’s modern style transformation that led

We also kicked off an exciting new partnership earlier this year with WildBrain, who has taken over management of the Popeye and Friends official YouTube Channel and is working to enhance its existing programming. WildBrain will introduce the first original Popeye content in over 10 years, forming the foundation of a reimagination of the brand that leads into the 90th anniversary. We are working closely with them to

to collections with beauty and fashion heavyweights such as Yves Saint Laurent, Moschino, Lazy Oaf and A Bathing Ape, as well as Jean Paul Gaultier, Lancome®, Supreme New York, and more. Moving forward, our strategy across our all brands is to continue to develop new content, expand in the digital space and grow our footprint at retail. Fan based development is also a key initiative for 2019.”

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Happy Birthday Oggy! Award-winning French animation studio, Xilam Animation’s universally loved flagship brand Oggy and the Cockroaches is celebrating its 20th anniversary this year. Xilam is preparing an exciting calendar of activity including a museum partnership, live amusement event, highlevel social media campaign, street marketing, retail promotions and more for fans in France, to commemorate the landmark moment for Oggy that agents will be able to implement globally. As part of the celebrations, Xilam will tie in all partners and licensees, for example, a competition with prizes from

Xilam Animation will be exhibiting from BLE stand B74. Contact: Marie-Laure Marchand, SVP Consumer Products at licensing@xilam.com

all licensing partners will be held for fans in France. The anniversary will also be supported by broadcaster partners and radio stations. For example, in Italy, Oggy will be used in an on-air anti-bullying campaign with broadcast partner Discovery Italy’s kids’ channel K2. Over the last 20 years, Xilam has established a broadcast presence for Oggy in over 190 territories - with exposure buoyed by international SVOD deals with Netflix and Amazon. The show’s fifth season (78 x 7’) is now rolling out internationally. This new series entitled Oggy through the Ages sees Oggy and his friends appear on screen in different costumes and travel to an array of countries and time periods to meet famous historical characters such as the Pharaohs, Leonardo da Vinci and Napoleon.

The fact that Oggy is a non-dialogue show certainly helps the wide appeal of the brand especially on YouTube – there are no language barriers and it’s also accessible to children of all ages. Oggy has an impressive digital presence with over 2.4m subscribers on its YouTube channel and 3.7m Facebook fans. To meet consumer demand, Xilam has assembled robust licensing programmes in France, Italy, South East Asia and India. In Oggy’s home territory France, master toy partner Lansay anchors the licensing programme and launched its first range earlier this year, with a new line launching for the Christmas period. The apparel category is a key focus for Oggy and Xilam is currently working with an agency in France that specialises in fashion trends to develop fresh mood boards and find trends that match Oggy’s DNA. Xilam has a longer-term goal of developing immersive Oggy fan experiences, such as activations in malls and retailers that bring in VR technology. Commenting on the success of Oggy, Marie-Laure Marchand, SVP of Global Licensing at Xilam Animation said,

“For twenty years, Oggy and the Cockroaches has been entertaining audiences with its fantastic characters, slapstick humour and surprise-filled storylines. The property continues to go from strength to strength and testament to its long-standing popularity, Oggy is now the first French property to reach its milestone 20th anniversary. The hugely exciting activity we have lined-up to commemorate this landmark moment will ensure there is something for fans of all ages to enjoy and we very much look forward to celebrating in France and beyond.” Xilam is one of Europe’s leading animation companies, creating, producing and distributing original children’s and family entertainment content across TV, film and digital media platforms. Founded in 1999 by Marc du Pontavice, Xilam owns a catalogue of more than 2,000 animated episodes and three feature films including strong brands such as Oggy & the Cockroaches, Zig & Sharko,The Daltons and its first preschool series, Paprika. Broadcast in over 190 countries on all the major TV networks and digital platforms, including YouTube with over 300 million video views monthly, Xilam’s programme catalogue makes the company one of the top global content providers in animation.

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Toei Animation and VIZ Media Europe Headline Brand Licensing Europe with Exclusive Panel Presentation How significant is Animé Content in today’s Mass Market? These topics and more discussed on October 9 at 16:30 in The Licensing Academy Room, Olympia

VIZ Media Europe and Toei Animation will make an impact at this year’s Brand Licensing Europe by conducting an exclusive panel presentation about animé’s significance in the licensing industry. Taking place on October 9 at 16:30 in the Licensing Academy Room (F130), the Animé Pops into the Tops presentation will show how animé licenses generate high interest and settle down as sustainable brands in a crowded market. For the first time, the two companies will present a case study on the influence of animé entertainment content in the licensing market and the strong anchorage of this trendy phenomenon into pop culture covering all generations. Special expert guests will also make an appearance to share their unique insight. Animé’s evolution from an exclusively Japanese category to an EMEA sensation remains one of the most fascinating case studies in modern branding history. Toei Animation introduced the world to Dragon Ball, One Piece, Sailor Moon and Saint Seiya – evergreen properties with landmark licensing programs that continue to develop each year. At the same time, VIZ Media is celebrated for its long list of prominent brands, which include Doraemon, Captain Tsubasa, Yo-kai Watch, My Hero Academia and One Punch Man. “We are delighted to join our longtime partner, VIZ Media Europe, in having this important discussion with Brand Licensing Europe attendees,” said Ryuji Kochi, President of Toei Animation Europe. “From niche to mass market, Animé content is now taking over all the headlines becoming a stronghold in the Licensing industry,” recounts Kazuyoshi Takeuchi, President of VIZ Media Europe. “It is with great pleasure that we are joining forces with our

close collaborator and longtime partner to cross-highlight the power of Animé content in our industry today.” The two companies are also coming to Brand Licensing Europe with key corporate developments. Toei Animation’s Dragon Ball Super has new broadcasters in Eastern Europe, which include Greece (Nickelodeon); Poland (TV4, TV6, Polsat Games); Hungary (Viasat 6); Lithuania (LNK, TV1); Romania (AXN Black); and Moldova (AXN Black). Their licensing partnership with Adidas also remains noteworthy among consumers. Seven pairs of Dragon Ball Z shoes were designed to highlight

each of the series’ main characters. They have been available since September and new pairs will be unveiled through December. One Piece is looking to celebrate its 20th anniversary in 2019, and unique licensing arrangements have already been made. Skechers is on board to develop six unisex pairs of sneakers (available from Q4 2018) featuring the most famous characters in the series. Bandai Namco is following up from their award-winning Dragon Ball FighterZ videogame with the upcoming release of One Piece World Seeker, massive adventure game. The game will be available for Xbox One, PS4 and PC digital. Meanwhile, VIZ Media Europe looks to launch Captain Tsubasa reboot, the most popular animé franchise

that initially was launched in the 80’s. The series will follow the adventures of young Tsubasa as he dreams of becoming the best football player of all time. Some of the biggest TV channels in Europe have already signed on to air the series in 2019. VIZ Media’s Europe impactful manga series, My Hero Academia, has also reached a milestone number of selling two million copies across Europe – making it officially the largest manga launch ever. Leading TV & OTT networks along with major licensing partners will be announced during the panel presentation. VIZ Media Europe Headquartered in Paris, France, VIZ Media Europe (VME) specializes in managing the development, marketing and distribution throughout Europe, Middle East and Africa of Japanese animated entertainment and graphic novels (manga). Owned by three of Japan’s largest creators, publishers and licensors of manga and animation, Shueisha Inc., Shogakukan Inc., and Shogakukan-Shueisha Productions, Co., Ltd., VME handles the comprehensive distribution, licensing and promotion of some of the most popular Japanese manga and animation properties for consumers of all ages. VME administers an integrated product line including graphic novels, consumer products, DVD and music. Toei Animation Europe With headquarters in Tokyo and offices in Los Angeles, Hong Kong and Paris, Toei Animation ranks amongst the world’s most prolific animation production studios. Toei Animation’s operations include animation development and production, and worldwide marketing and program licensing. Toei Animation Europe is in charge of the distribution and exploitation of Toei Animation’s animated series in Europe, Africa and the Middle East.

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Planeta Junior relaunch Pucca PUCCA, the well-known lifestyle brand created by Korean company Vooz is based on the iconic character that was a hit in 170 countries. Today, Planeta Junior are relaunching Pucca with a view to winning the hearts of millennials and young adults through Pucca’s audacity, cheekiness, fun and zero prejudice, and her big message of love based on the idea of “being yourself.” Pucca is also the star of a TV series. The first two seasons in 2D are already available and 3D CGI Season 3 will be launched in 2019. Planeta Junior will be the licensing agent for the brand and TV distributor of the series in Europe, Middle East and North Africa. In its simplest form, the story of Pucca surrounds the conflict between good

and evil, and more specifically between eco-friendly vs. lust for materialism. Pucca lives at the Gohryong Restaurant and noodle house which is the last restaurant that uses fresh ingredients on Suga Island. Pucca has to defeat Don King, the villain who has opened 999.999 free restaurants and is trying to rule the world through fast food. Pucca is also in love with Garu, one of the best Ninja warriors on the island. To find out more about Planeta Junior’s plans for Pucca, Total Licensing spoke to Diego Ibáñez, Commercial Director at Planeta Junior. You are relaunching Pucca into the marketplace. Can you tell us about the property and why you think now is a good time to relaunch it? Diego Ibáñez, “Pucca is a lifestyle brand based on the iconic character that was a hit in over 170 countries. It’s the perfect moment to relaunch the brand now that female characters are breaking down barriers and speaking out loud. This is a setting in which Pucca can inspire thousands of young women with her message of empowerment, authenticity and audacity.” Pucca was hugely popular when it first launched. What do you think the appeal of Pucca is?

Diego Ibáñez, Commercial Director, Planeta Junior “Pucca’s appeal lies in the modern values that her dynamic personality conveys: audacity, cheekiness, fun and zero prejudice, promoting a message of love based on the idea of “being yourself”.The unique, easily recognisable design and colours mean that the character and associated features give rise to an extensive range of product concepts that can be licensed. Their commercial possibilities will be even greater thanks to the attractive and varied style guides that have been created ad hoc for the relaunch.” How multi-generational do you believe the property can be? Are you aiming specifically at children or a wider audience? “Pucca is a totally multi-generational property, as the message of love and fun is one that reaches all ages. At the end of the day, Pucca is a superheroine, and this is a success factor that unites people big and small in today’s world. In this relaunch, we think that the target market that will make the greatest connection with Pucca are teenagers and young adults, attracted by the meticulous design and the liberating message of the brand. Meanwhile, millennials will also discover an icon in fashion

TOTAL LICENSING and trends, whilst the younger generation will see a mirror of values that they can look into and through which they can express themselves within a very active community on digital platforms. When the TV series broadcasts, the property will connect with an even younger audience, attracted by the cuteness and fun stories in the series.” What are your plans for the relaunch? “We are drawing up a very powerful relaunch plan based on the character’s narrative and the consumer habits of the target market we are aiming it at. To do this, we are developing a massive digital campaign using classic clips from the original Pucca series, as well as new pieces created with the aim at reaching the new targets more effectively. We will also be working closely with influencers all through Europe who will act as role models and help to connect more with the younger and

style products based on Asian icons and characters. In these countries, the brand can prove its potential more effectively, focusing specifically on fashion items, accessories, gifts and tech products that will benefit from a marketing strategy that is digital and social network oriented.”

millennial target market. We will back up the campaign with disruptive advertising initiatives, including street marketing and publicity. These activities will be set up at the point of sale to create an ideal awareness setting for the product launch, offering an allaround experience to the consumer.” Do you see Pucca as a truly international brand that will appeal to consumers in different parts of the world? “Absolutely. We are relaunching the product throughout Europe, starting with France, Germany, UK, Spain, Italy and Russia, before extending to Scandinavia, Eastern Europe and MENA. The brand has enormous potential throughout most of Europe thanks to the direct and minimalistic concept behind its design. It was very transgressive in the initial launch and nowadays we are convinced that it will be accepted even more widely by the public, who are used to receiving an extensive range of messages and to the applications surrounding the product offered by the brand. In fact, the countries where Pucca was most popular initially are those that generally prove to be more sensitive to design and are much more used to consuming life-

It is several years since Pucca first appeared. What changes are you making to the brand to bring it up to date for today’s consumers?

“We believe that Pucca’s innovative values align even better now with current trends, whereby young people can express themselves and have freedom of choice, without geographical or technical boundaries, and with more freedom in their purchasing decisions. So we could say that the values and world of Pucca were groundbreaking when they first came out, and today are totally in line with current trends. I think that what has changed is the way in which brands reach their audience. In this sense Pucca will go beyond just a television series – which will also exist in the form of a new, highly ambitious production – to become a message in the form of a generational icon, made up of different ways of digital expression that will cause an impact in the public’s heart in a profound way. This is why we are turning our attention fully to social media and their own ways of prescription and engagement.”

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International Growth Activision Blizzard Consumer Products Group (ABCPG) is committed to investing in growth internationally, with best-in-class partners around the world dedicated to bringing Activision Blizzard’s powerhouse properties to life. ABCPG will continue to develop opportunities particularly in Europe, and across Asian and Latin American markets, on behalf of iconic franchises such as Activision’s Call of Duty and Crash Bandicoot and Blizzard’s Overwatch. The expansion will include a mix of different business models, spanning licensing (including retail partnership), gear store and pop-up fan stores.

World-Class Partnerships ABCPG is passionate about working with best-in-class partners to create high quality and deeply relevant merchandise based on its beloved IP for the global gaming audience. Some of their world-renowned partners include Hasbro, Nerf, LEGO Group, Uniqlo and McFarlane, allowing the division to expand licensing efforts and deliver novel fan experiences.

New Product/ Partnership Categories

The company’s mission is to give their fans new ways to play, display, wear

and live the brands they love to drive deeper engagement among their hundreds of millions of fans around the globe across many touchpoints. To that end, their partnerships include a wide range of ways for fans to interact with their favorite franchises, including apparel (e.g. Uniqlo’s Blizzard collection), collectibles (e.g. McFarlane Call of Duty collectible figures) and toys (e.g. Nerf Rival Blasters Overwatch collaboration) among other categories.

Esports

Esports has emerged as a significant opportunity that engages millions of players and spectators around the world and will remain a focus for Activision Blizzard’s merchandise plans going forward. Being at the forefront of competitive gaming with the Call of Duty World League, MLG Network, and the Overwatch League, the first major global professional esports league with city-based teams, ABCPG is uniquely positioned to emerge as the leader in esports merchandise. While most major sports leagues are experiencing a steady increase in the age of their average viewer, esports is a magnet for the 18–24 demo, which suggests that this is only at the beginning of a licensing trend that is expected to grow significantly. “Activision Blizzard Consumer Products Group is thrilled to showcase our growing slate of partnerships that will help fans around the world engage with their favorite franchises in new and innovative ways,” said Tim Kilpin CEO and president, Activision Blizzard Consumer Products Group. “As our merchandise continue to expand to the international market, we are energized by the prospect of continuing to re-define how some of our popular brands like Call of Duty and Overwatch are experienced across the globe.”

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El Ocho Licencias y Promociones is a licensing agency based in Madrid, Spain. For over 10 years, the team has been dedicated to fulfilling market needs and providing in-depth advice on the licensing process to all their clients. El Ocho believes in the added value that the brand gives to every licensed product. Some of the most noteworthy licenses El Ocho works with are:

PJ Masks Entertainment One J Masks is a show about super-heroism. By day, Connor, Amaya and Greg go to school. But when something goes awry in the city, these kids get ready for their mission. As night falls and they put on their pajamas and activate their animal amulets, they magically transform into superheroes - Catboy, Owlette and Gekko and become the PJ Masks!

and ETS manage the brand in Italy, making it one of the top preschool brands in the territory. PJ Masks has one of the best licensing and merchandising programs that covers all product categories. Key partners include Bandai as Master Toy and Penguin Random House as Master Publishing.

Peppa Pig Entertainment one

Together, they can tackle any situation and embark on action packed adventures, solving mysteries and mayhem across the city.

Peppa Pig is a loveable, energetic and cheeky little piggy who lives with her little brother George, Mummy Pig and Daddy Pig. Peppaâ&#x20AC;&#x2122;s favorite things include playing games, dressing up, days out and jumping in muddy puddles. Her adventures always end happily with loud snorts of laughter.

After only two years, PJ Masks has become one of the most important licenses in Spain, Italy and Portugal with over 50 licensees. El Ocho

After 8 years in Spain, Peppa Pig continues to grow as a brand. It has over 60 licensees in Spain and Portugal and each year the number

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keeps on growing. Peppa is a top selling brand for licensees and one of the most successful preschool brands in the Spanish market. A major license program covers all categories, with Bandai as Master Toy and Penguin Random House as Master Publishing.

Anekke Azzar Complementos Anekke (Azzar Complementos) is a sweet girl, nostalgic and happy. It is a doll designed for all audiences, attractive to anyone who looks at it for the first time. The designs of Anekke are sweet as well as elegant and for that reason they reach an audience of all ages. To make the products more beautiful and original, all designs are of exceptional quality and

taken care of, down to the smallest detail. The warmth of its shapes and the originality of its designs has made it a very easily recognisable brand. For lovers of handbags, accessories and school supplies, Anekke is the brand with which they had always dreamed. So sweet, enigmatic and adorable that it is almost impossible to resist its charms. Since 2016, El Ocho has been managing Anekke worldwide. It currently has 13 licensees in various categories and a presence in 35 countries.

Distroller Distroller is a unique Mexican brand, founded in 2004 by Amparo Serrano and inspired 100% by Mexican style. The brand creates original content with an innovative and rebel communi-

TOTAL LICENSING cation style. The designs are fun, authentic and colourful. Its three main brands are: Virgencita Plis, Neonatos and Chamoy y amiguis. With a distinctive style and vision of the world Distroller stands out from other brands in the market. The brand’s mission is to make the world a friendlier and more enjoyable place. They explore new frontiers of the Mexican design and create the most original, joyful and colourful products. They create content that

speaks for itself and that recognises the extraordinary in the ordinary. Distroller is set to enter European territory in the last trimester of 2018 with El Ocho as its licensing agency and Cife as the master toy. The launching of this brand in Spain and Portugal is expected to be a great success amongst people of all ages, thanks to the wide target market of Distroller. This project means working with the best licensees to cover all the product categories such as a variety of toys, DTRs, editorial and BTS.

Are you in Licensing? Thinking of getting involved in this $271.1 billion industry? This is the must-have book for you! From the authors of the acclaimed Basics of Licensing book series, the new The Business of Licensing is the definitive book on the subject of licensing. The Business of Licensing provides valuable insights to help readers at all levels of experience achieve success – and minimize the risk of costly mistakes. This book contains a comprehensive overview of: • Licensing categories and the licensing process • Point-by-point analysis of licensing agreements • Guidelines for protecting, administering, promoting and buying or selling licensed products; • Review of the key licensing markets throughout the world by country As an added BONUS, The Business of Licensing includes a wide collection of practical sample forms and contracts used in actual practice with a link to download. The Business of Licensing is written and complied by LIMA Hall of Fame members, Greg Battersby and Danny Simon. The series is endorsed by LIMA, the global trade association for the industry; a percentage of all book sales are donated to the LIMA Foundation.The price for each book is $39.95, with a special discounted rate of $34.95 for current LIMA Members. Copies are available online at www.thebusinessoflicensing.com or soon on Amazon.

Danny Simon

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Beyblade Burst spins into Fall... ...WITH THE LAUNCH OF A NEW MOBILE GAME, A WORLD CHAMPIONSHIP & EXPANDING DISTRIBUTION WITH TOP GLOBAL STREAMING SERVICES These highlights underscore the Beyblade Burst brand’s continued success around the world. Summer may be over, but things are only heating up for Beyblade Burst as the popular boys’ action brand heads into Fall. Thanks to the efforts of Sunrights Inc., the New York City-based entertainment rights company that manages brand outside of Asia, Beyblade Burst fans and partners alike have a lot to look forward to in the coming months. Among the highlights is the launch of a new Beyblade Burst mobile game, the crowning of a new Beyblade Burst World Champion and the TV series’ expanding international distribution. “These developments really speak to the global appeal of Beyblade Burst, as fans around the world look for new

For more information contact Mia Yamashiro at mia.yamashiro@ sunrights-inc.com

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ways to interact with their favorite brand,” said Kaz Soeda, Managing Director of Sunrights Inc. “We’re thrilled at the chance to create such opportunities through new licensed products,

events and distribution.” Kicking things off is the global debut of the Beyblade Burst RIVALS mobile app for iOS and Android. Developed by Epic Story Interactive, this fastpaced, match-3 puzzle battle game rolled out August 15 in English throughout North America, South America, Europe, Australia and New Zealand. The app will also launch in French, Spanish, German and Portuguese later this Fall. The new mobile game is part of a robust Beyblade Burst licensing program featuring some 35 active licensees that continue to expand the brand’s global reach with merchandise (across most major categories) hitting the shelves throughout the year. Bioworld Canada launched a new line of Beyblade Burst T-shirts now available at Red Apple stores, Industria Denz is unveiling new Beyblade Burst outdoor slip-on shoes this winter and French licens-

ees Panini and Grund are publishing Beyblade Burst magazines and novels, respectively. Beyond the launch of new product, more Beyblade Burst excitement is building with as many as 24 countries preparing to send their National Champions to the 2018 Beyblade Burst World Championship in Paris, France. On Saturday, November 3, the young competitors (between 8-13 years old) will represent a Beyblade Burst ‘parade of nations’ as they battle for the chance to be crowned the ultimate victor – their arena on a global stage at Kidexpo, an event expected to attract some 90,000 families. Finally, Sunrights Inc. continues to expand the distribution of the Beyblade Burst animated TV series with key partners that are giving the brand penetration around the world across platforms. Streaming giant Netflix has licensed the first season for streaming to its subscribers, an enormous reach representing more than 190 different countries. Mexico’s Televisa also recently premiered Season 1 for its viewers. New Season 2 deals include France’s Gulli, Spain’s Boing, Germany’s Nickelodeon, Ukraine’s Plus Plus, the Netherlands’ RTL-BOZ, Belgium’s Kadet-Medialaan and Latin America’s Cartoon Network. Sunrights Inc. plans to continue expanding Beyblade Burst’s international success at BLE and MIPCOM 2018.

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Super Wings Flies High! With three seasons now produced, Alpha Animation’s Super Wings has amassed a number of licensees in the UK and further afield. Established in 1993, Alpha Group Co. Ltd has grown into China’s largest and most successful animation, entertainment and toy group. With 3000+ employees and sales in over 60 countries, Alpha Group leads the way when it comes to design, manufacturing and marketing of toys and baby products. Boasting to be the first IPO of any animation and toy company in China, Alpha Group set out a strategy in 1993 as a toy business. The plan saw them developing into animation & toys in 2003 and in 2009 began IP Development through to 2013 and have since established themselves as a total family entertainment business with a 360’ strategy. Total Licensing spoke to Mark SlaterHyndman who heads up Alpha Animation’s UK division, together with Vickie O’Malley from Rockpool who handles Super Wings licensing. What has been your licensing highlight in the business so far this year? Vickie: “We’ve already signed some amazing partners for Super Wings including TDP/Aykroyd for nightwear, underwear and swimwear, Fashion

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culture, there are myriad creative applications for licensees.”

UK/ Global for daywear, Roy Lowe for socks, Dreamtex for bedding and bathroom textiles and MV Sports for wheeled and outdoor toys. Product roll-out begins this AW and, supported by these key categories and players, we’re off to a flying start.” Can you tell us a little more about Super Wings so our readers will understand the brand and it’s licensing potential? Vickie: “Super Wings is a very rare opportunity; never before has a preschool property benefitted from the strategic advantage of a content creator who is also master toy partner. With two seasons of 52 episodes produced across season 1 & 2, season 3 ready to air and season 4 greenlit, we have enough Super Wings content in development for continuous frequent broadcast through 2020. The great CP success that Super Wings has already had both in the Far East and Southern Europe has proven its commercial potential and established a huge bank of assets which is so important for licensees and retailers alike. With great characters, a rocking theme tune and strong themes of teamwork, adventure, problem solving and global

What licensing opportunities are you looking for at BLE for Super Wings? Vickie: “For BLE we’re looking to close deals in many further categories including BTS categories, confectionery, greetings, toiletries and more. We’ll be meeting with retailers to make sure Super Wings is high on their priority list and helping them get to know the Alpha powerhouse and our future plans in more detail.” What future growth plans do you have for the brand? Mark: “We could not be more pleased with what we have achieved in just 12 months with Super Wings, launching successfully into the UK market, initiating a licensing program with Rockpool, securing a dual UK broadcast platform with Turner and Sony, appearing as one of the Top 10 new properties in the market in 2018, engaging with some high calibre partners such as Flybe - all of these initiatives will set us up to support our ambitious growth plans. Series 3 is on its way, Series 4 is in production all supported by an excellent and innovative toy line.” What else can we see from Alpha in the next few months? Mark: “Over the next few months you will see some powerful developments across our boys and pre-school categories. Our global partnership with Nickelodeon will showcase SpongeBob SquarePants 20th anniversary including classic slime play. Watch out also for some awesome licensed role play fun. Specifically, in pre-school, in addition to Super Wings seasons 2 & 3, we will be announcing a thrilling new toy and broadcast property launching in 2019, so make sure you stay tuned. All our inspiring ranges will be showcased at London Toy Fair where we will debut in January.”

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The unexpected catches attention ... Nickelodeon’s fashion collaboration business In May, Viacom announced the newly formed Viacom Nickelodeon Consumer Products unit led by Pam Kaufman, President. In her new role, Kaufman has global oversight of the consumer products business across Viacom Media Networks and Paramount Pictures. The unified, global consumer products organization will provide strategic focus to maximize Viacom’s portfolio of brands and iconic franchise properties, including

Jose Castro, Senior VP Fashion Collaborations and Softlines

Nickelodeon’s PAW Patrol, Teenage Mutant Ninja Turtles and SpongeBob SquarePants, MTV’s Jersey Shore: Family Vacation, Comedy Central’s South Park, Paramount Pictures’ The Godfather, Grease and Top Gun, amongst others. Consumer Products is a key strategic pillar for Viacom President and CEO,

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Bob Bakish, and creating VNCP gives the company one voice at retail for ‘Every age, Every aisle, Everywhere around the world’. At the time of the announcement, Bakish commented: “Expanding and diversifying our consumer products businesses around the world is a key strategic initiative that will help drive Viacom’s future growth. The exceptional leadership and vision Pam has demonstrated at Nickelodeon make her a natural fit for this exciting new position, and her appointment will accelerate our efforts in building this important global business.” The addition of MTV, Paramount and Comedy Central brands to VNCP globally feeds into Kaufman’s strategy to develop a diverse intellectual property portfolio. Long known as the number-one entertainment brand for kids and top five licensor; Nickelodeon’s iconic pre-school franchises from Dora the Explorer and Blue’s Clues to the current monster hit, PAW Patrol and latest hit series, Top Wing are loved by kids and families around the world. The additional Viacom brands will allow VNCP to develop fashion and lifestyle programs for adults alongside its strength in kids. Under Kaufman’s leadership, Nickelodeon already developed several cutting-edge collaborations with some of the biggest names in fashion, sports and social media, including Jeremy Scott, Carmelo Anthony, Vans, New York lifestyle brand KITH, (RED) and teen sensation JoJo Siwa. MTV and ASOS

Fashion is, of course, a cornerstone of Nickelodeon’s business and an sector that has grown enormously over recent years. Total Licensing talked to Jose Castro, Senior Vice President, Fashion Collaborations and Softlines to find out more. “This is a really exciting time for us,” explained Castro. “And we are definitely seeing the benefits.” For Nickelodeon, fashion collaborations has been a major strategy. As Castro continues, “We started with a couple of people. Now, because of our success in this we have specific teams dealing with collaborations whose motto is ‘make new and different every day!’

TOTAL LICENSING The thinking behind it is clear. “The unexpected catching attention, “ continued Castro. To work best, Castro believes there is something that is vitally important. “To get the best from a collaboration, somebody at the brand needs to be a genuine fan of the character involved. This infuses the designs with a passion that really shows.” Flexibility is also absolute key to success. “As IP owners we have learned to be very flexible in terms of designs. This helps create the best possible results which, in the end, is what everybody is after. If we are able to put together one of our iconic brands, together with a world renowned designer, through brilliant design and planning the result is actually greater than the sum of the parts!” Nickelodeon has strategically invested in collaborations to amplify the Nickelodeon brand and properties and help fuel their consumer products business. After all, collaborations generate buzz and excitement and extend the lifecycle of franchises by unlocking commercial retail opportunities. The strategy is clear. Firstly, they create halo and hype around the properties. Then they access cutting edge designers and retailers. Celebrity endorsement follows and all of this helps create a trickle-down effect from niche to mass. This also applies to nostalgic properties where Nickelodeon can use collaborations to reconnect with older fans by interpreting and showcasing their properties in new and different ways. SpongeBob has been a great example of this. Celebrating his 20th year, in 2019, he is a pop-culture icon who appeals to every demographic. A recent collaboration using SpongeBob has seen the character tie in with Lisa Frank, the iconic brand best known for bright coloured Hot Topic today announced a colorful collaboration with iconic brand, Lisa Frank. The Lisa Frank x SpongeBob collection features a mash-up of popular characters from the worlds of Lisa Frank and SpongeBob SquarePants, including Hollywood Bear, Markie the Unicorn, Patrick Star and SpongeBob himself.

The assortment includes tie-dye tops for guys and girls, a holographic rainbow drawstring bag, brightly colored dad cap, limited-edition button set, stickers and more all sold exclusively through Hot Topic. “ SpongeBob and Lisa Frank is a good example of the magic that can happen when you combine the right character with the right fashion brand. We worked with Lisa Frank’s creative team to incorporate SpongeBob into her trademark, retro colorful style. This collaboration worked because it was surprising for fans to see a brand like Lisa Frank combine with SpongeBob, and it fit so perfectly with the current nostalgia trend.” SpongeBob has been the subject of a number of very successful collaborations. The SpongeBob Gold campaign has enjoyed activations in the UK, Brazil, Mexico, Colombia, Indonesia, Singapore and Malaysia. The campaign includes activations on air, online and on social media as well as additional product and retail launches. A recent debut was in Malaysia during Penang Fashion Week where SpongeBob, in partnership with 17 renowned fashion designers, unveiled unique SpongeBob Gold looks as part of their runway collections. SpongeBob Gold made an appearance late last year during the Plaza Indonesia Men’s Fashion Week and involved a collaboration with rising designer Cities Sapoetra. Sporting a golden hue, SpongeBob was at the heart of Tities’ pret-a-porter SpongeBob Gold collection that showed Tities’ signature brand of fashion. In a nod to SpongeBob’s cheeky style, Tities interpreted the essence of SpongeBob Gold in a 32-look urban collection that combined both print and pattern. Comprising both male and female looks, it weaved in a colour palette that transitions SpongeBob from the bright colours of the ocean, to the glittery lights of the city. The outfits reflect the influence of design cultures in Indonesia – a blend of traditional crafts and global fashion trends – and show SpongeBob with a twist. Commenting on the collection, Claire O’Connor, Vice President of Con-

sumer Products and Retail Marketing, APAC, Viacom International Media Networks, said, “The pairing of a wellloved character and a classic timeless colour, into the concept of SpongeBob Gold, is a mark of how endearing and enduring this global icon is. In particular, this fashion partnership shows SpongeBob’s relevance and how he appeals to audiences of all ages, and across product categories, as he never fails to surprise and delight.” As part of the SpongeBob Gold campaign in Indonesia, seven popular fashion influencers, with a combined reach of over 1.4 million, walked the designer’s runway, bringing a fresh and amplified perspective to the fashion show. A further area of major success has been Nickelodeon’s retro properties from the early 90s such as Ren & Stimpy and Rugrats. Danielle Nicole, the handbag and accessory brand best known for translating runway style into real life accessibility, teamed up with Nickelodeon for a playful collection of handbags, pouches and key chains based on characters from Rugrats. The limited-edition collection included signature styles in a variety of backpacks, crossbody styles, pouches, and

SpongeBob Gold

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TOTAL LICENSING key chains. In a nod to the characters’ spirited personalities, Danielle Nicole used innovative geometric prints, embroidery, and mixed metallics bringing the ‘90s back to life. Inspired by the new wave of ‘90s fashion dominating the runways and the streets, this collection with its use of glitter, texture, and color-blocking, brought the ‘90s fashion to trend. Each design incorporated Rugrats characters, signature items from the series like Tommy’s baby bottle, and catchphrases such as “Get Real.” Danielle DiFerdinando, Founder and Creative Director of Danielle Nicole a division of FAB NY, commented on the collaboration, “Nostalgia and the ever-growing trends of fashion play big with our customer base, so we knew a collection based on characters that hit the screen in the early ‘90s would resonate with them.” Pieces from the Nickelodeon Rugrats collection initially retailed at Box

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MTV and FYODOR GOLAN

Lunch and on Danielle-Nicole.com followed by Bloomingdales. A collaboration with Members Only was also a huge success. Members Only launched an outerwear collaboration. featuring some of Nickelodeon’s most famous 90s characters including Rugrats, Hey Arnold! and Ren & Stimpy. The vintage American outerwear brand created the ultimate throwback piece: a unisex, limited edition, fully reversible Bomber jacket available for purchase on the official Members Only website, as well as retailers including Macy’s, Nordstrom, Amazon, Zumiez, and PacSun. “Our team at iApparel paired two of the biggest retro brands in one of the most incredible collaborations to hit the industry. The combination of the Nick ‘90s characters and the iconic Members Only DNA has been incredibly exciting and well received by the Retail community.” said Sammy Catton, Founder & President of iApparel. If further proof was needed, Love Tribe, the apparel line created by Hybrid Apparel, partnered with Nickelodeon to launch a new collection of Nick ‘90s-inspired pieces, available exclusively at Macy’s and macys.com. Featuring characters and art from Hey Arnold!, Rugrats, Clarissa Explains It All, The Ren & Stimpy Show, All That and SpongeBob SquarePants, this collection by Love Tribe brought back classic favorites from Nickelodeon, with sixteen trendy and nostalgic pieces for today’s female audience who grew up watching these iconic series. “This unique line of fashion apparel evokes a nostalgic feel. Being able to wear cool products with some of the favorite Nickelodeon characters you grew up with is super cool and right on trend,” said Bonnie Dogan, Vice President of Sales for Specialty Retailers at Hybrid

Apparel. “As many consumers who grew up watching Nick’s classic shows in the ‘90s are having kids of their own, there’s no better way to awaken the kid inside and truly celebrate this great era!” With this new collection, Love Tribe and Nickelodeon offered nostalgic style to today’s fashionable millennial women. The garments possess a “throwback” feel, having been made with materials such as terry cloth and jersey, and include trendy slogans such as “Trust Me, I’m a Rugrat,” featuring Chucky Finster from Rugrats and “Haters Gonna Hate,” featuring Arnold from Hey Arnold!. “The fashion industry hasn’t always been an industry that allows for taking risks. At Hybrid Apparel, we support our team and give then the freedom to be creative and initiate trends. Our mission is to empower our employees and their vision, so that can in turn empower our consumers,” said Jarrod Dogan, CEO of Hybrid Apparel. SpongeBob also featured on Jeremy Scott’s Moschino Resort menswear collection this year. The pieces featuring SpongeBob were produced as a capsule collaboration to support AIDS organisation Red and a portion from their sale went to the Global Fund. Beyond this collection Nickelodeon launched a collection of products to help raise money for the Global Fund with ranges in the collection from aden + anais, Butter Super Soft, Chocolate Skateboards, Fatboy, Global Brands Groups, Junk Food and Kidrobot. Additionally, two Fatboy SpongeBob/ Red Lamzac inflatable loungers are available on fatboyusa.com and a Kidrobot SpongeBob/Red enamel pin set is available on kidrobot.com. The SpongeBob/Red designs in the Moschino Resort 2018 collection are currently available at luxury retailers and through Moschino stores. MTV has also been the subject of collaborations. MTV and ASOS teamed up for a global limited edition collection of 1980s-inspired clothing and accessories, for both women and men. The ASOS x MTV collaboration is a bold, retro and over the top collection perfectly in tune with the style

TOTAL LICENSING of today’s MTV fans. With MTV and ASOS both sharing a young, irreverent spirit, this collaboration was designed to leave fans feeling nostalgic for the decade that bought us hip hop, house music and of course, MTV. MTV shared archived artworks and logos with the ASOS design team and working closely together, the teams created an 1980s inspired mood board which the print and design teams at ASOS evolved into a statement menswear and womenswear collection. The graphic-led range captured the decade’s rebellious spirit with decorated denim, graffiti two-piece sets and neon pink animal prints. Silhouettes include one-shoulder cocktail dresses, lace-up swimsuits and cut-out waists with the iconic MTV logo splashed across neon coloured accessories including fanny packs, high top sneakers and socks. MTV and London fashion designers Fyodor Golan also unveiled the FGXMTV capsule collection at the designer-sportswear brand’s runway show during London Fashion Week earlier this year. The collaboration infuses the spirit of MTV into a vivid collection of original, progressive sportswear. MTV partnered with Fyodor Golan for their autumn/winter 2018 presentation.The collaboration translates Fyodor Golan’s associative nostalgia and contemporary pop image into ready to wear. The iconic MTV logo appears on puffer jackets through patchwork, crocheted into oversized jumpers, or printed and coated with reflective effects. The FGXMTV pieces are part of the designs for the Autumn/Winter 2018 collection.The designers’ focus was an active journey upwards; a sky tribe of power and energy.Vintage sportswear references of shapes and colours are modernized though holographic and reflective tech fabrics and vinyl prints. Sportswear is reworked with luxury in mind and inspiration was drawn from billowing hot air balloons, woven ropes and the motion of flight and jump. All combined with an independent, fearless and positive attitude to handle the ever-growing cynical social and environmental surroundings. These are, of course, just a few exam-

ples of Viacom Nickelodeon’s growing roster of collaborations. Other examples include streetwear brand, Oxygen, who launched a collection in partnership with Nickelodeon’s Nick 90s. The range included tops, hoodies, shorts and accessories for men and women featuring Rugrats and Hey Arnold! in more than 100 stores across the Philippines. In addition, Japanese fashion brand, Xlarge, launched a series of MTV coach jackets that incorporated Tshirts printed with logo graphics and embroidery and American Eagle have recently launched a men’s and women’s collection based on the MTV logo. Jose Castro believes the opportunities are enormous. “We are currently going through a transition where we are representing all of the Viacom properties. This, of course, gives us so many more powerful brands to work on,” he continued. New York’s concept store, NY-Story recently unveiled ‘Remember When’, an immersive retro experience that celebrates Nickelodeon’s iconic shows and memorable characters from the ‘90s, timed to the 25th anniversary of Nickelodeon animation. “Remember When” is the 31st installation for STORY and takes a nostalgic look back at the decade that gave birth to the Rugrats, dial-up Internet and leggings as pants. To bring the ‘90s “back to life, back to reality,” STORY has teamed up with over 25 brands on items that celebrate the spirit of ‘90s Nickelodeon--from a pair of Double Dare-inspired Keds and a stonewash denim jacket by Gap, to Rolex watches customized by Bamford Watch Department. Remember When took visitors back to the future through the lens of a yearbook, set against a backdrop that features portraits of beloved ‘90s Nick characters reimagined by New York illustrator Charlotte Fassler on the STORY wall. The experience is centered on five clubs that highlight fan-favorite Nickelodeon shows and other elements of ‘90s culture. Neiman Marcus highlighted key collaborations with an online extension of Remember When on their website, NeimanMarcus.com, for a limited time in September. This marks

the first time Story’s themed concepts were available online and also served as a first for many of the brands to have their items sold at Neiman Marcus. It is clear that collaborations are becoming a significant part of Viacom Nickelodeon’s business. As Jose Castro continued, “Collaborations are aimed at bolstering our everyday business. Retailers understand that they have to move fast now and learn to bend the rules sometimes to get the right product in their stores at the right time. Social Media is hugely important to all our collaborations as they thrust our characters, and collections into the spotlight in a way that no other media can. Collaborations infuse an energy into our properties and excite our partners, and retailers.” And there’s much more to come, according to Jose Castro. “We are working on collaborations with Champs, J Crew and Urban Outfitters, and, with all the Paramount and Viacom brands added to our portfolio, clearly the opportunities are tremendous. As I said before, these are really exciting times for us.”

Oxygen and Nick 90s

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Claus Tømming, Managing Partner at INK Group, tells us about the firm’s focus on storytelling and how it drives success in both the broadcasting and licensing sectors.

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The Power of

Storytelling

A story is a powerful thing: human beings are hard-wired to enjoy stories, as for centuries they have been used to entertain and teach us important lessons. Before television, radio, or books came about, people would gather to hear travelling nomads weave tales of history, enlightenment and imaginary worlds. And kids love stories more than anyone. Most of them live in a limited environment, flitting between school and home, and stories come to the rescue, showing wondrous places, amazing people and eye-opening situations that expand and enrich the world of children. Stories also help deal with real life situations. Researchers have found that the brain activity that occurs when hearing or watching a situation, is very similar to experiencing that situation in real life. So bringing a situation to life through a story helps children work out how to solve it in reality. Today, stories are the backbone of entertainment. No matter how good other aspects of the content, without a good tale you just have an empty shell. It is only those with a good storyline, that works hard to enthral and has plenty of twists and turns, that actually hold the engagement of children. For decades, the licensing industry has been in a privileged position to cher-

ry-pick the winners of the “story faceoffs.” As the brands fought to become the king of the hill, the industry played it safe and patiently waited to embrace those to claim the top of kids’ affection charts. Only a few licensees exhibited courage to sign on to up and coming IPs. This practice will continue, but with the tectonic changes taking place in the media business, we can offer a few tips of what to look for when anticipating arrival of the next big thing. First off, tentpole movies do not guarantee sure-bet returns in merchandising anymore. Just look at the lacklustre fate of the latest two instalments of the Star Wars franchise. While still #1 as a brand, the saga failed to generated enough interest in retail. The

reason is that there’s just too much stuff being released today, so just like years back one would be smart to license “Iron Man 1”, which arguably came “out of nowhere” if compared to the triumphs of “SpiderMan” today. It’s advisable to closely watch the likes of “Black Panther.” Here we compare apples to apples – huge productions coming out of the Marvel Universe – but still don’t forget to look beyond the usual suspects. Secondly, as kids turn away from traditional TV and cables, with TV losing 49% of teen viewership in the last 5 years and cable dropping 20% in the last year alone, one needs to think where the eyeballs flee to. The stats of TV content consumption are not so scary; it’s just that children access the same entertainment in a different way – through gadgets. However, this new habit will inevitably change the content itself. For starters, the over-reliance on comedies widespread among networks might backfire by losing out to YouTube “funnies,” which are much more in line with kids’ expectations of short-form, free and universally available content, which they can also share with peers. Then comes the format of entertainment. The old-school formula of 26

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episodes x 11 minutes risks to become obsolete, for the same reason modern TV drama series for adults spans between 8 and 13 episodes as opposed to traditional 22+. And the reason is that in the world of prevailing OTT content there’s no reason to limit or inflate the number of episodes and regulate their running time. The metric of 26/52/11’/commercial half-hours was formed out of business reasons decades ago, and they went against the way people would ideally consume their content. But people had no choice. Now that the audience and the content are liberated, those conventions of the last century are off. If it’s 5 episodes of great storytelling, where the pilot runs for an hour and episode three for 17 minutes – so be it. If it’s great, the hearts will follow. And licensees will follow the hearts. So watch out for producers that are mindful of the coming changes and do not mindlessly copy-paste worn templates. The future is here. Lastly, great storytelling goes beyond TV and movies, that have traditionally been the pillars of the industry. Building merchandising campaigns around gaming brands is nothing new, but be prepared to see new “TV” brands actively extending into areas of digital experiences and thus growing their loyalty/ affinity numbers, and multiplying the ranks of devoted fans. Your one-track slapstick comedy will have a hard time breaking away from its TV home, while stories of rich backgrounds and intricate plots will thrive beyond one screen, easily lending itself to RPG’s and virtual reality quests.

And this is why – at INK– we place the art of storytelling at the centre of everything we do. This means that any show we represent must first and foremost have a great story. Look at the success of Masha and the Bear. The series originated from Russia, a country which – despite its proud tradition of animation – is routinely ignored by global broadcasters. So Masha was our underdog, a show up against it from the start in terms of achieving global popularity. But now it’s one of the biggest brands on the planet. Masha and the Bear is aired in nearly every country, and is also a huge YouTube hit. What’s more, Masha is now currently wowing cinema audiences across the world through a special feature-length presentation. Why is it huge? Because it has amazing production values, and at the core of each episode is a wonderful story

– one that delights the audience and offers up delicious twists. Same with our new show Zafari, the brainchild of a Hollywood veteran David Dozoretz. This series follows the adventures of Zoomba, a little elephant born with the striped skin of a zebra. It weaves wonderful stories around the theme of difference – as all the animals in the show have, just like Zoomba, been born with the skin of a different creature. These are modern tales that celebrate diversity. And – as with Masha – broadcasters are eager to get involved. Zafari has been sold across the world and season three is already in production. Other INK brands like Mojicons, Beat Bugs and Moonzy, all tell amazing stories and are also becoming globally popular. Not only does a great story make for great kids TV, it’s also the hook on which to hang a successful licensing programme. Great storytelling sells, it’s as simple as that. And it is this commercial reality that is driving our success, as we only work with shows that tick that box. Good storytelling is good for business, both in terms of broadcast and licensing. Only by concentrating on the story and making sure its quality shines through can you hope for true success, as that is what makes consumers want to engage with and interact with your brand.

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The biggest ever retail licensing event in Russia The program for the FIFA 2018 World Cup in Russia™ has undoubtedly become this year’s major event in the Russian licensing market. It took FIFA’s master licensee, the Megalicense agency, no more than a year to implement the project on, without exaggeration, a truly nationwide scale. This is an unrealistically tight deadline in terms of the licensing market. Nevertheless, the Agency managed to form a pool of licensees consisting of 61 companies, approve designs of more than 4000 SKUs of products, organize retail activity all over the country and even open its own stores. First of all, it is important to note that Megalicense signed the agreement with FIFA in May 2017, slightly more than a year before the event, which is, of course, an extremely short term for this industry. Moreover, the package of the Master Licensee’s rights included, in addition to the classic licensing part, the obligations to organize the Championship’s official retail, which was a very important and responsible task for the agency within the frame of the Agreement with FIFA. It was necessary to act professionally and quickly in order to build up a licensing program and a network of stores all over the country. For this purpose, Megalicense substantially increased their staff for the project, and now we can say with confidence that during the year Megalicense actually did what couldn’t be done in terms of the frame of the licensing program for the FIFA 2018 World Cup in Russia™. Megalicense signed contracts with 61 licensees, including six Direct-to-retail (DTR) licenses, in particular, with Sportmaster, O’STIN, Finn Flare, Zenden (altogether more than 1500 stores) and seven operators of Official Stores. All in all, Megalicense carried out large scale work with retail. Furthermore, in order to promote the licensed products, Megalicense organized an advertising campaign and carried out an active online advertising campaign, interacted with the media, placed outdoor advertising, etc. Megalicense carried out a thorough examination of the applicant companies. One of the main peculiarities of the program, which some companies saw as a problem, was that it was prohibited to place the logos and brands of manufacturing companies on the licensed products. The company could only be mentioned as a manufacturer in small print. In other words, any cobranding was completely excluded. A licensed product was to only contain the FIFA’s symbols. The co-branding opportunities were laid down in other license agreements with FIFA – Branded License – signed with other companies, such as Panini, Hublot, Taittinger, as well as with sponsors – Adidas, Coca-Cola, Vivo, etc. Of course, this condition prevented licensees from joining the licensing program, and some inter-

TOTAL LICENSING ested companies refused to participate for precisely this reason. But the main difficulty for licensees in the licensing program implementation was, of course, the tight deadlines. Everything was to be done very quickly, especially taking into account that the lion’s share of licensees placed production in China, and in order to have the merchandise on shelves in Spring 2018, taking into account logistics speed, the production of goods in China was to start no later than October 2017.This was to be preceded by the signing of the contract and complete approval of the design.We managed to achieve all these goals thanks to the Brand Assurance Dept. – perhaps the largest of our departments engaged in the approval of products for the market. At the peak of the program, the team worked almost round-the-clock seven days a week. We are greatly thankful to our colleagues from FIFA, who were sympathetic to our difficulties, always came to the rescue and met the needs of our licensees.

Besides experienced licensees, there were also newcomers to the program (about half of the total number of licensees). Megalicense helped them, gave recommendations on working with style guides, but still it was not always possible to approve the products on the first try. Taking into consideration the fact that first we had to approve designs, then, if necessary, make changes to it, then develop the prototype and, finally, make the prototype.The whole process used to take a considerable amount of time. We received a lot of requests from licensees, both major and regional ones. But as time was running out, some companies were simply afraid to enter the project. Signing a licensing agreement for such a short period before the event is, of course, a risk. Besides, taking into account that most of the companies shifted production of goods to China, any error in logistics could lead to a failure. In general, Megalicense managed to keep the balance between major partners with considerable experience in licensing and small licensees with interesting authentic or purely Russian products. Having furnished the key categories – toys, clothes, souvenirs, balls, etc., Megalicense moved to the second and third echelon of goods. For instance, one of the licensees of the program is the owner of the Museum of Matches; they produced very beautiful collectible merchandise. This is a splendid example of a niche transaction. Or let us take, for example, folk craft: Megalicense concluded a deal for the production of goods with Khokhloma painting. It is also really interesting that there were a lot of absolutely crazy requests, such as production of sewer hatches or concrete spheres for the decoration of streets! The license for the FIFA 2018 World Cup in Russia™ is a good tractional license, which helped many companies get into the market, make a name

TOTAL LICENSING for themselves, form a good distribution network and join the retailing chain. Even if some small companies failed to cover their minimum guarantee (unfortunately, there are such companies), they have got additional dividends in the form of experience and market contracts. For instance, major retailers made an exception for this licensing program: they admitted our manufacturers to their shelves following a simplified procedure. This means that a licensee normally has to go through a long process of approvals and signing an agreement, which may sometimes take up to a year. But with respect to the FIFA 2018 World Cup in Russia™, even small manufacturers, who would have hardly got to the chainstore shelves under normal conditions, managed to get there thanks to the FIFA program. In additions to the licensing program, Megalicense also managed the rights to open FIFA Official Stores and departments with the Official Licensed goods in stores. For this purpose, Megalicense invited Nadezhda Zhurina, a real professional of retail market, and later – Igor Bochkarev, who was involved in the retail program for Sochi 2014, to their team. They undertook communication with retailers themselves. First of all, Megalicense had to take into account the interests of FIFA’s sponsors. The second task was to make it possible for their licensees to sell their products. As a result, the retail program turned out to be very successful. Altogether, more than 40 official stores were opened in cooperation with partners: in Moscow, Saint Petersburg, Rostov, Samara, Volgograd, Novgorod, and Kaliningrad. In addition, contracts were entered into with two operators of vending machines. Direct contracts were concluded in the frame of the licensing program with five of Russia’s seven largest food chains, which in itself is an unprecedented event. These included Auchan, Magnit, Metro, Lenta and O’Key. This is 20,000 stores altogether! Really unprecedented!!! Megalicense would like to express its special gratitude to their colleagues from Auchan, who showed their worth in this project. A shop-in-shop, about 100 meters in size, was opened in each Auchan – this was a first in the history of Auchan Russia. Furthermore, since the contract with FIFA provided for the transfer of retail rights to Megalicense, they opened two of their own Megalicense stores in the Central Children’s Store in Moscow and in GUM. They managed to do everything to a high standard and in the shortest amount of time possible. The store in GUM is a really unique project. Two floors, 400 square meters of retail space, while revenue per square meter is comparable, perhaps, only with expensive jewelry stores. The most optimistic sales

TOTAL LICENSING forecast was exceeded three times, and the realistic forecast was exceeded five-fold! The excellent location of the outlets played an important role: more than 90% of our customers in GUM were foreigners. There was such a rush that people waited in line for an hour just to enter the store. Even despite the fact that some time after the launch of the store the second floor was opened, the revenue per square meter went on growing towards the end of the Championship. Balls, plush Zabivakis, figurines, charms, and clothes all sold incredibly successfully. It is also important to say a few words about the difference between the FIFA licensing program and many other programs successfully implemented by Megalicense. First of all, the license matrix is slightly different. This program involved categories which are usually licensed in much smaller amounts. These are, for example, souvenirs and folk craft. When Megalicense got down to work, FIFA rendered them a number of product categories which they could deal with. Some categories, including the sponsor ones, were managed by the FIFA Head Office: these were drinks, sportswear, food, collectible stickers. Megalicense managed to add some categories: for instance, nuts and candies with a toy (these are the first licensed food categories in FIFA’s history, and, by the way, the major players showed a significant over-fulfilment of contracts). Besides, the scope of the licensing program was more than 60 licensees. For a season license, this is a large number, especially within one year of work! It is necessary to understand that FIFA’s license is not a purely sports license, but a lifestyle project, an event license for a broad targeted audience. It should not be compared to the products of clubs. This is a short, although very intense and interesting project. The fact that a program of the similar scale – Sochi 2014 – was implemented in Russia several years ago helped Megalicense greatly. Many licensees, such as Grat-West, Alisa, Hatber and others, who worked then with this brand, acquired the World Cup license as well. The experience gained during the work with the FIFA project is a great resource for Megalicense as an agency. Megalicense has got contracts in chain stores and replenished its pool of licensees, who are now more loyal to our other brands. Contracts for other licenses have already been signed with many of them. Now, looking back, it’s safe to say that no one could create a licensing program under such conditions better than Megalicense did. It really was a fascinating, but very complicated project!

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Helped by the success of this year’s FIFA World Cup, the Russian licensing marketplace continues to show growth. Whilst entertainment still dominates, brand, personality and celebrity sectors are all showing healthy increases. On the following pages, Alexander Parafeynikov highlights some of the key players in the market with a look at what’s coming up.

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0+ Media 0+ Media is a Russian company involved in implementing the complex strategy based on the development and promotion of brands and services for kids and their parents. Key activities of the company are broadcasting, animation co-production, advertisement sales, digital projects development, event management, licensing and merchandising. 0+ Media’s licensing portfolio comprises recent Russian animation brands which are steadily hitting both FTA and Pay TV ratings. Be-Be-bears, Rolando Locomotov, Paper Tales, Magic Lantern and Fantasy Patrol play a significant role in the local market and have already started expansion into the global animation arena. The Rolando Locomotov cartoon series is a collection of short-form, 140 x 2.5-minute cautionary tales for kids. Catchy and instructive, the series teaches kids in its every episode exactly what NOT to do, by showing

how Jerry and Mary get themselves into everyday situations that turn out so outrageously dangerous that only a superhero can save them. Be-Be-Bears follows the adventures of Bucky and Bjorn, two little bears and their friends who play games, discover the world and have a lot of fun in each of the 104 x 5.5-minute episodes. The characters balance their respect for nature with their interest in technology. For young fans of detective stories 0+ Media offers Paper Tales - the adventures of two paper friends – Aristotle, the moose and Knock-Knock, the woodpecker. They live in a paper land where everything is created from paper, cardboard and stationery. Each 78 x 5.5 minute episode presents both a storyline and a DIY crafting project. Elementary school kids will discover Magic Lantern – an imaginative series based on the classic stories narrated by major characters through a projection of spectacular designs. Gulliver, Three Musketeers, Don Quixote, Robinson Crusoe, Invisible Man and many other heroes can be met in this project created by 80 different artists. The premier run of Fantasy Patrol took place just a few months ago, resulting in millions of views on YouTube and enjoying very positive feedback from the audience. The series is an adventure series about four girls with superpowers. The project is in production now and already has several

licensing contracts with toy manufacturers. Leo and Tig is the story about the Far East, where the forest, a mountain range, and the sea exist together. In this whimsical world, two cubs live - an Amur tiger and a Far Eastern leopard. In terms of new series, Heroes of Envell follows the adventures of ordinary sixth graders who find a laptop with an unusual adventure game.The laptop unveils a secret portal to enter the game world. There are three brand new projects which will be launched in terms of licensing this Fall. Woodventures is an animated series for preschoolers. The main characters are wooden toys who live in a small wooden town (reminiscent of a child play room). Each of the toys has its own personality and reacts in its own way to various life events. For children 4-7 years old 0+ Media has a new project in the form of Four in a cube which tells the audience about four cosmic Cubes from a cubic kingdom who crash into Earth where they meet a new little friend Lera, a 5-year old girl, and her mad scientist grandmother. Animated series Fast tells the strory of Severia, where two clans of beasts have been battling each other for years. Their leaders are two super-villans: Gehemon the Rhino and Darwin The Atomic Monkey. Zachar the Rabbit, Theodor the Bear, Olesia the Fox and Voldemar the Wolf fight them to

TOTAL LICENSING retain the peace. All of the 0+ Media projects are available as a mobile apps for kids. Be-bebears, Rolando Locomotov and Paper Tales games have already won the hearts of 10 million children all over the world. “Modern Russian animation is going through a renaissance with the highest international standards of content quality,” said 0+ Media’s CEO, Alexander Sablukov. “But animated series on TV or via tablets are not enough for kids today – they want to play with toys and mobile games featuring their favorite characters, wear the same clothes or eat the same food as they do and meet them in real life. 0+ Media offers a wide range of opportunities allowing licensees to reach their goals in the kids`markets.”

100 Kilowatt Animation studio 100 kilowatt is part of the All-Russia State Television and Radio Broadcasting Company (VGTRK) structure and was created to mix the best creative teams in terms of animation and television. The company is involved with the production of animated series, as well as the production of television programs and the distribution of children’s content around the world. The highlight of the studio is a pro-

Aeroplane Moscow-based Aeroplane specializes in the production of cultural and commercial projects that feature high quality animation. The company’s projects involve building and launching multiplatform brands for the international market that move beyond the borders of animation and into the spheres of computer games, the Internet and mobile phone content, educational television programming, books, magazines, toys, and more. The main property by Aeroplane is The Fixies, an animated CGI series for television and the Internet (140 x 6’ episodes), targeted to boys and girls from 5-10 years old. The Russianlanguage YouTube channel has enjoyed more than 4.1 billion views and 3.6 million subscribers. In China, The Fixies series has over 3.1 billion views on Tecent Video, the country’s leading online platform. TV rights for the series have been licensed to broadcasters in more than 80 countries worldwide. In 2017 the company released and started international distribution its first full-length animated feature, The Fixies. Top Secret. The second full length animated feature in The Fixies film franchise, The Fixies vs. The Crabots is currently in production for a premiere in 2019.

Brands 4 Rent

fessional team of authors, producers, animators with combined experience to make interesting and fully-colored cartoons. The projects undertaking by the studio combine the traditions of Soviet animation and the most contemporary technological innovations. Current projects include Eager Beaver and Homies.

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b4r was established in 2015 to provide a one step solution for partners. The company is an expert in media rights management, brand and franchise development and merchandise licensing. b4r has offices in Russia and Ukraine, and covers ex-USSR countries from their Moscow headquarters. b4r’s flagship brands include Soyuzmultfilm – the iconic Russian animation studio, which created the whole universe of Soviet-era animation, and now is producing new TV and theatrical content. In addition, b4r represents The Tretyakov Gallery – home of the most luxurious collection of Russian Art, including Malevich’s Black Square, Vrubel’s Swan Princess and many more. In Russia b4r is developing licensing programs for Tobot, Robot Trains, Su-

per Wings, Moomins, Oddbods, Discovery Adventures, Animal Planet, Eurosport and more. The company has a creative studio in-house to develop visual strategies for both licensors and licensees. It also provides a marketing service with strong specialization on social media influencers PR.

Creative Branding Corporation Kid-E-Cats is a Russian animated TV series created for preschoolers with a strong emphasis on friendship, family and learning through play. It is produced by Metrafilms Studio for CTC Media, premiered in October 2015 on CTC and has aired on channel Carousel since 2016. Kid-E-Cats is the story of three kittens who want to play and explore the world around them. When they come across a problem, they put their heads together and come up with lots of funny ideas, until they find the best one to put into action. Only working together can they solve the puzzle as they each have different approaches. The series quickly became a resounding success in Russia and won the hearts of Russian children and parents alike because of its strong message, which is positive, fun and safe. This success on screen, together with a strong licensing strategy, means that Kid-E-Cats has gone from strength to strength. The Kid-E-Cats brand is driven by licensed products in different areas which include interactive plush toys, plastic outdoor toys, coloring books, games & puzzles, storybooks, monthly magazines, stationery, backpacks, arts & crafts, apparel, bed linen, tableware and confectionery. The series is distributed globally by APC Kids, who brought on board Nigel Pickard as Executive Producer

TOTAL LICENSING and Ceri Barnes (Floogals, Postman Pat, Casper’s Scare School, Guess with Jess) as Story Editor. The animated series is now airing on Nick Jr, hand has reached over 100 million households in 143 countries since fall 2017. Moreover, APC Kids has secured a raft of new deals with broadcasters across Europe and Canada including Cartoonito (Italy), YLE (Finland), TG4 (Ireland), Knowledge Network (Canada), MTVA (Hungary), PulsTV (Poland), MTG and ERR (Baltics). The distributor has also attracted an array of international licensing agents, such as European Licensing Company (CEE), Enjoy Brand Licensing (Iberia), Exim Representaciones (Mexico, Chile), Mon Entertainment (Central America), Empire Multimedia (Southeast Asia), and Asiana Licensing (South Korea). With Nick Jr renewing their deal for a second season already completed, and a third season currently in production, CTC Media believes that this will undoubtedly help to strengthen licensing opportunities.

Mattel Mattel is a worldwide known leader in toy market, famous and well-recognized for such brands as Barbie, Hot Wheels, Fisher-Price and Enchantimals. Russia is one of the most profitable markets for Mattel that is reflected in stable growth of their brand powerhouse and the development of marketing strategies.The proliferation of positive values is constantly converting into growing sales, and Mattel brands stand in the heart of this storm. In 2019 Barbie is celebrating her 60th anniversary. Although she has only been in Russia for 27 years, 2018 and 2019 are marked with numerous significant collaborations, local projects and PR events. The licensing activitys joined the celebration at the beginning of 2018 with the Barbie x Missguided limited festi-

val-inspired collection showing that even in her 60s Barbie keeps up with trends and fashion. This was alongside Reserved and Show me your Mumu collections before Barbie breaks into 2019 with retro nostalgia. Moleskine revealed limited special anniversary editions of Barbie notebooks #ExpressWhoYouAre dedicated to the very first Barbie doll in history.The collection with the legendary character became a historical inspiration not only for those who feel sentimental for the past but for women who dare to express themselves and break stereotypes. Going on into 2019, Barbie together with Puma will launch a sport clothing and footwear collection to inspire the world of sport next year. Sephora presented Barbie boom boxes collection in 2018 that contained eye shadows, mascara and stylish hat and will go on in 2019 to introduce special Barbie range of lipstick that will include 13 new branded products. However, licensing brand development doesn’t end with collaborations. Every year Barbie and Hot Wheels conquer BTS market with huge range of school items, backpacks, stationery, pallet program and TV promotion. In 2018 Mattel celebrated the 50th anniversary of Hot Wheels – an iconic international car brand. In the Russian market Hot Wheels has already established itself as the absolute leader in terms of vehicles and the most popular toy for Russian boys. Hot Wheels engages with kids and fuels the passion of the brand fans with creative competitions, where boys and girls can express their love and share the photos of their collections to win exiting prizes, such as a trip to the Hot Wheels Mirabilandia park in Italy. Involving children and adults, Hot Wheels together with Bershka introduced new collections of sweatshirts. Joining the motor trend, Forever 21 will launch summer Hot Wheels collection, and the spirit of motocross women will rock the Russian market. Global trends are also heading for Russia at the beginning of 2019 with brand-new boys Hot Wheels & Gap collaboration. In less than a year, Enchantimals, has

became one of the biggest brands in playset dolls. Enchantimals is aimed at promoting a loving and caring attitude, it nourishes the values of friendship and the positive values, fostered by the brand, resonate exceptionally well with modern parents in Russia. Enchantimals are growing and gaining momentum, driven by content. In Fall this year, a new movie will launch on TV, that will further develop the storytelling and positive values of the brand. Mattel is also maximizing reach and engagement with the help of digital resources, such as Enchatimals’ own YouTube channel.

Megalicense Licensing agency Megalicense is the biggest and best-known player in the licensing market within Russia and CIS countries. The company has two offices located in Moscow and Kiev and the team includes over 40 highly professional specialists The portfolio of the company includes such well-known brands as Angry Birds, DC Comics, Looney Tunes, Tom & Jerry, Harry Potter, Adventure Time, Power Puff Girls, Ben 10, Rick&Morty, Peppa Pig, Ben & Holly’s Little Kingdom, PJ Masks, , Hello Kitty,World of Tanks, Love is, Me to You, Octonauts, Popeye, Betty Boop and many others. Over 300 projects in various categories have been implemented during more than seven years of the company’s history. The agency provides a wide range of services. One of the most successful recent projects of the Agency was Licensing and Retail Program of FIFA 2017 Confederation Cup and FIFA 2018 World Cup in Russia. The program included the production of official licensed products and the opening of the official stores in Russia as the host country. (See separate feature).

Melnitsa Melnitsa is the largest animation studio in Russia. Founded in 1999, it boasts over 350 employees and has an annual animation capacity of 600 minutes. The company made a name for itself with the success of projects such as Moonzy, The Barkers, Little Tiaras and Fantastic Journey to Oz. Moonzy and The Barkers are available

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TOTAL LICENSING on Amazon Prime in the USA, the UK and Canada. The shows are also aired in Israel on HOP! and in Turkey on Planet Sony. The deals were developed and signed at INK Global, Melnitsa’s worldwide partner since 2017. Melnitsa also has a very a strong internet audience. The company has amassed a total of 6.75 billion views for Moonzy and 4.5 billion for The Barkers on YouTube. The company has been involved in licensing in Russia since 2004 and is actively expanding its licensing operations to the international market. The success of Moonzy enabled Melnitsa to license over 3000 products, including 200 performances and 662 book titles with Egmont Russia that have sold a total of 8.4 million copies. Moonzy’s licensing portfolio includes ChupaChups, Kinder Surprise, Unilever and Procter & Gamble. The Barkers has been on air since 2011. In 2017, it received the Carousel TV Award as The Best Russian Animated Series. It has over 1500 products licensed to its name, including a new collection of The Barkers Kinder Surprise chocolate eggs by Ferrero that launched in 2018 and The Barkers magazine that sells 42000 copies on a monthly basis.

Viacom Nickelodeon Consumer Products Viacom Nickelodeon Consumer Products, the licensing division of Viacom International Media Networks, has a significant number of licensing assets in the area of animated properties for preschoolers, kids and teenagers. In Russia, CIS & Baltics, the company represents much loved and popular global brands including the Teenage Mutant Ninja Turtles, SpongeBob SquarePants, Paw Patrol, Blaze and the Monster Machines, Shimmer&Shine, MTV, South Park and many others. Through consumer product categories like homeware, apparel, toys, stationary and

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party goods VNCP provides more than 2000 different licensed products available in an assortment of leading retailers in Russia including Detsky Mir, Korablik, Metro, Auchan and more. The company is distinguished by its unconventional approach to promoting brands and licensing partners, using a 3600 marketing strategy, including its own TV channels, web sites, social networks and online platforms. In addition, it actively works with retail chains and licensees undertake regular marketing campaigns.

Pullman Licensing Pullman Licensing is one of the leading agencies in the region, as the exclusive and the strategic partner of international Licensors and studios, such as Viacom Nickelodeon Consumer Products, Paramount Licensing, The Emoji Company, SEGA, Santoro, Roi Visual, Ludorum and KinoAtis. The company was established in 2015 on the back of the leading Russian company involved in the in kids segment and owns two kids apparel retail chains, Gulliver and Button Blue as well as one of strongest toy-distributors in Russia – Gulliver Toys. Today Pullman Licensing provides a full circle of services for licensees and licensors including brand extension in Russia, licensee appointments and development, creative and art services, full marketing support as well as legal and finance. “Our main goal is to create the synergy of the business approach, creating the idea of the brand, market needs and product advantages. This is exactly what gives us maximum results in the licensing business!” said Valentina Kur-

sanova, Pullman Licensing CEO. The company widens the portfolio every year and offers their properties into the market, working with Russian, Belarus, Kazakhstan and all CIS companies. Core properties, represented by Pullman Licensing are Sponge Bob Square Pants, Teenage Mutant Ninja Turtles, Paw Patrol, Blaze and the Monster Machines, Shimmer and Shine, MTV and many other hits from the Viacom Nickelodeon Consumer Products portfolio. In addition, they represent emoji, Robocar Poli, Belka and Strelka, Russian heritage brands, and many hits from Russia and CIS.

RAFA - The Russian Animated Film Association The Russian Animated Film Association is an association of legal entities representing the interests of organizations that belong to the animation industry in Russia. The Association is concerned with the international promotion of Russian animation and with development of education in the industry. An important aspect of work of the Animated Film Association is the promotion of the industry’s interests to all levels of the state authorities. As a result, in 2017, producers from various studios had a meeting with the President of Russian Federation, Vladimir Putin. The Association also deals with the building of professional standards in animation and participates in different Russian and international events, such as Licensing World Russia, Multimir, MIPCOM and MIP Junior in Cannes. Thanks to the work of the Association, Russian animation is growing significantly and continues to enter new international markets.

Rainbow Content powerhouse Rainbow is one of the world’s biggest studios and a leader in kids’ entertainment. The group has more than 500 licensees worldwide. Winx Club is the evergreen classic that is one of the world’s most popular girls brands. The show mixes action/ adventure with comedy and appeals to girls from 4 to 10 right up to tween/

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teen. Rainbow has prepared a series new activities for all Winx Club fans in Russia. September 2018 saw the launch of the second series of Winx WOW spin-off on the Carousel channel in Russia. In addition, January 28 2019 will become the official launch of Winx Club’s 15th anniversary celebration – a complete year of festival activities in Russia and worldwide. Winx fans will enjoy the premier of Winx Club Series 8 at the beginning of 2019. Beside plentiful marketing activities to celebrate the anniversary the Winx fans can also enjoy the international Winx Club live Show tour globally. 44 Cats is a CGI pre-school animated series about cats and how they see the world. The show is a character-driven comedy with strong storylines based on very powerful musical assets. The premier on Carousel takes place in September 2019. 44 cats has attracted a lot of interest in the Russian market with a lot of licensees already on board in the toys, publishing, BTS, art & craft and food categories. In 2018 Rainbow in Russia also became the licensing agent for Juventus football team in Russia. Atributika & Club, a well know producer of sportswear, has become one of the first Juventus licensees in Russia with many more local partners to come on board soon.

Riki Group Riki Group, a leading animation company in Russia is famous for its flagship brands Kikoriki, BabyRiki and Pincode and has introduced several new IP’s to the international market this year as

well as strengthening the positions of the existing brands all over the world with a focus on China. Riki Group has signed an agreement with APC Kids (France), the children’s entertainment distribution company, for the production and international distribution of a new animated TV series Ricky the Dinosaur. The third animated feature film in the Kikoriki franchise - Kikoriki DejaVu - was released in April 2018 in Russia and the Baltic States.The film will soon be released in Central America, Eastern Europe, Middle East, North Africa, South Korea, China and Vietnam. It is already available on all major digital platforms in the UK. The Kikoriki, BabyRiki and Pincode brands continue to grow their presence in the Chinese market. New Kikoriki-branded yogurts for kids, produced by Food Union, are now on sale through major online stores in China. Kikoriki and BabyRiki branded books, toys and baby products have been available in retail stores across China since September 2018.

Wizart Wizart is a Russian company that specializes in the production of high-quality family animated features and TV shows with distribution and promotion in the Russian and international markets. It is on the TOP 25 World’s Most Promising Animation Companies to Watch list according to the wellknown Animation Magazine. In Wizart’s animation portfolio, there are very known brands, the most commercially successful Russian animated franchise The Snow Queen, whose broadcasting rights have been sold to 150 countries and feature the franchise Sheep and Wolves as well as a TV series Yoko. In addition, the studio is preparing the release of a TV series - The Snow Queen: Gerda and the Keepers of Wonders - and animated screen versions of Alexander Puskin’s poem Ruslan and Ludmila and the Brothers Grimm’s fairytale Hansel and Gretel. Wizart pays great attention to development of applications and augmented reality games based on their movies as additional elements to support the

movies. The augmented reality technology allows your gadget screen to merge animated images and objects with the reality we perceive. There are two releases of new movies planned for winter: The Snow Queen: Mirrorlands and Sheep and Wolves: Pig Deal. Due to the global success of the projects, there will be new licensed products in a number of countries. The latestl lines of licensed products will include toppers, soft toys, jigsaw puzzles, books, stationery, school items, construction set games, dolls, art kits, clothes, sport equipment and even food products. Movie theaters will be selling toppers, cups and plastic figures of the characters. Gerda’s and Kai’s images will be used to design dolls. Closer to the Christmas and New Year holidays, with participation of confectionery-producing companies, there will be specially designed gift boxes using images from the Snow Queen movies. The art kits will include new games that consumers will already see by the end of 2018. Another couple of additions to this list are large jigsaw puzzles to do on the floor and rugs that will appear on sale shortly. There will also be Christmas tree decorations, sleds and snow saucers based on the Snow Queen franchise.

Zadorin Entertainment Targeting audiences around the world, Zadorin Entertainment movie studio produces high-grade animated and live action movies, as well as TV series, Defenders is a family-friendly project based on the eponymous animated series, uniting a wide range of products and activities for children of preschool and primary school age. The series encourages children to become brave, kind, enthusiastic, purposeful, responsible, appreciating friendship The series is in 3D animation and the first season comprises 26 episodes of 13 minutes each, all targeted at boys and girls aged six to nine.

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MADE IN RUSSIA the umbrella brand, backed by the Russian Export Center (REC) makes its second appearance at MIP Junior and MIPCOM with a pavilion, fresh content from animation market leaders and a bunch of deals signed since last year. The mission of the REC equals the ambition of the Made in Russia participants – to make Russian content known across the globe. As a result, at least 15 companies will show their line-up to the international market – from already popular hits to new work-in-progress.

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Old hits, new hits, more deals... Wizart, one of the biggest Russian studios known internationally for its high-end family animation, is developing some key projects including The Snow Queen franchise which has already sold to 150 countries, a feature Sheep and Wolves and TV series Yoko, already purchased by Netflix. At MIPJunior and MIPCOM, Wizart will show long-awaited sequels The Snow Queen: Mirrorlands, Sheep and Wolves: Pig Deal (both to be premiered in Russia in January 2019) and the next season of Yoko as well as a brand-new TV series Snow Queen: Gerda and Keepers of Wonders as well as Magic Book, a work in progress. Wizart’s licensing line-up has expanded in parallel. The company traditionally creates augmented/virtual reality games to enable kids to interact and play with their favorite characters. The

merchandise will also include toppers, plush, puzzles, books, stationery and school products, construction sets, dolls, art kits, clothes, sports equipment and food. The Snow Queen has branded gift confectionery, Christmas decorations, gift sets and even sledges and snow saucers will appear in stores by the New Year and its January release. Theaters will offer toppers and cups with the franchise heroes as well as plastic figures and dolls of them. The release of the second season of Yoko will also take place in 2019. This summer there saw a global launch of a new app Yoko Outdoor Games.

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Beyond its well-known projects, the company is also working on new ones. They will present the Magic Book series, based on an animated short of the same title released in 2018. It features the adventures of a schoolboy, his sister and their grandfather, who’s writing a magic book. Riki Group is famous for its flagship brands Kikoriki available on Netflix since July 2017, BabyRiki, Pincode and The Fixies. This year the company celebrates its 15th anniversary, together with Marmelad Media that in charge of its domestic and international licensing programs. Kikoriki. DejaVu, the third feature film in the Kikoriki franchise, has toys and accessories in Russian stores since its release in Spring. The film, already available on major digital platforms in UK, will soon premiere in Central America, Eastern Europe, the Middle East, North Africa, Korea, China and Vietnam. Marmelad Media has also launched licensing programs for two new projects in production – Beardy Bodo and Ricky the Dinosaur, the latter produced and distributed by APC Kids in France. A key goal is to expand the Chinese market. Products branded Pincode are available in more than 20 categories there including board

games, microscopes, scientific sets, travel pillows. New Kikoriki-branded yogurts for kids are also available in China via major online stores. Aeroplane JSC is also paying attention to China. The Moscow-based company specializes in the production of high-quality animation, building multi-platform brands for the international market that move beyond animation into computer games, Internet and mobile phone content, educational television programming, books, magazines, toys and more. Their key project is The Fixies, with

the feature film The Fixies 2 in production for a 2019 release. The project is popular in China: the overall number of views on three local online platforms reached 3.1 billion views (compared to 4.1 billion views on Russian YouTube). In China the company has puzzles, story books and comics based on the series. There are plans to launch more products including kids’ backpacks. CTC Media, one of the biggest TV holdings in Russia, has established a strong animation department over the past few years. Its major project to date is Kid-e-Cats, an animated TV series for pre-schoolers with a strong emphasis on friendship, family and learning through play. The series, distributed globally by APC Kids airs on Nick Jr, with over 100 million households in 143 countries watching since fall 2017.

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The licensing line-up includes interactive plush toys, plastic outdoor toys, coloring books, games & puzzles, storybooks, monthly magazines, stationery, backpacks, arts & crafts, apparel, bed linen, tableware and confectionery. To date 37 licensees have been signed in Russia with 500+ SKUs at retail by the end of 2018. Eight international licensing agents are on board covering Central & Eastern Europe, Spain, Germany, Mexico, Chile, Central America, Southeast Asia, South Korea & China. Initial International licensing deals will be announced soon. Melnitsa Animation studio has been a pioneer in Russian licensing since 2004 with its most successful projects: Moonzy, The Barkers, Three Bogatyrs, Little Tiaras and Fantastic Journey to Oz. The success of Moonzy had enabled Melnitsa to license over 3000 articles, including 200 performances and 662 book titles produced with Egmont Russia, resulting in 8.4 million copies sold. Its licensing portfolio includes Chupa-Chups, Kinder Surprise, Unilever and Procter & Gamble.

For The Barkers, a new collection of the branded Kinder Surprise eggs was launched in summer 2018. This year also saw The Barkers Egmont magazine sell 42,000 copies monthly. Both projects are now available on Amazon Prime in the USA, UK and Canada, and aired in Israel, Turkey, across the Balkans and MENA. The studio is now expanding its licensing operations there with its global partner INK Media. For Three Bogatyrs, Iceberg, the largest Russian producer of ice-cream chose the characters for their new licensing line. Parovoz is a studio that opened in 2014 and has already enjoyed domestic and international success with its TV series Be-Be-Bears, Leo and Tig, Woodventures, Heroes of Envell and Fantasy Patrol. In 2018 Signal Media, the exclusive distributor of the studio’s content, has sold its animation to Chinese online platforms Tencent video, iQIYI, Mango TV and Alibaba Group’s YOUKU generating over 1.5 billion people a month. Be-BeBears and Leo and Tig also launched on Netflix this summer. The company is now working on its first full-length animated film Koshchey and a new series called What’s Inside. 0+ MEDIA takes care of the studio’s licensing. Project First together with Megalicense is developing a project, Leo the Truck. New licensees include Igramir (plush), Timbergroup (wooden toys) and C-Trade (coloring books and puzzles). Branded shampoo and shower gel will soon appear in stores and the company is now working to enter the Chinese market. Project First will also present brandnew projects – a musical animated series Sina and Lo and Hophop the Owl. The pilot episodes (available on Youtube) have received positive feedback. Brand4rent is an company involved in media rights management, brand de-

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velopment and merchandise licensing. The company takes care of various animation brands – Souzmultfilm, Cosmi Academy, Monsikids. It also develops licensing programs in Russia for Tobot, Robot Trains, Super Wings, Moomins, Oddbods, Discovery Adventures, Animal Planet, Eurosport and more. For Souzmultfilm a dozen of licensing deals were signed this summer – there will be branded arts and crafts from Lori, homewares from Polimerbyt and apparel from TM Ivashka. And brand4rent is working with Aeroflot to feature branded products in the kids’ section of the Aeroflot magazine. The Russian animation landscape has grown significantly over the past 3-5 years – from production studios to full-package companies and licensing

agencies, all with the ambition to make high-quality content for worldwide audiences. Reed Midem encourages this with its special award for projects with the highest international potential (given annually during Suzdal Animation Festival). Yoko (Wizart), Leo and Tig (Parovoz, distributed by Signal Media) and Ricky the Dinosaur (Riki Group) are among the winners - all these projects have achieved an impressive global presence. In Russia, REC is the main organization supporting such efforts through Made in Russia a united brand that gathers together animation companies at MIPJunior/MIPCOM. These include AA Studio, Aeroplane, brand4rent, CTC, Master film, Melnitsa, Parovoz, Project First, RIKI Group, Souzmultfilm, Wizart and White Ball.

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A success story from the Ukraine In 2011, content producer Eduardo Akhramovych gained the global rights to develop Ukrainian property Gapchinska as a brand. Since 2013 Gapchinska: No 1 Supplier of Happiness has been a brand with a licensing program that has become a lifestyle brand present in all key product categories. The brand’s strategy was to surround consumers 360 degrees with branded goods and today it is possible to purchase chocolates and sweets, postcards, decorations, toys, collectible figurines, stationery, clothing, accessories, cosmetics, food, drinks and ice-cream, home textiles and accessories, tableware, decor, cosmetics, toys and clothes.

Gapchinska quickly became a strong brand in Ukraine. According to GfK research, brand awareness of Gapchinska in the country is 69% among its target audience. The key components of success are Gapchinska characters, which are very memorable, as well as the ability of licensing agency UDC (part of the Art Nation group). The agency’s team have built a brand licensing program, supported licensees, promoted the brand in the territory and organised brand promos. “At Gapchinska’s market launch we presented it to a large number of people involved in Ukrainian big businesses. Our key partners – the largest retailers and manufacturers of FMCG products – helped us to make the brand truly mass,” said Eduardo Akhramovych, Art Nation’s General Producer. There is an interesting brand case

study involving Millennium, one of the leading confectionery market players in Ukraine. After production of 4 SKUs of chocolate sweets and 4 SKUs of chocolate bars with Gapchinska in 2015, this company enjoyed 18% sales growth, compared with the previous year (taking into account the general decline in the Ukrainian confectionery market). As a result, Millennium became one of the top-2 boxed chocolate producers in Ukraine, and chocolate with Gapchinska became a part of the company’s permanent offering. Gapchinska also takes part in collaborations. For example, in 2015, popular fashion designer Anna K created a capsule collection of clothes, which received positive media coverage including the American edition of VOGUE. Pre-orders for the collection came from the world’s leading showrooms in Paris, London, Hong Kong and Amsterdam. Another successful story is the loyalty program based on books with augmented reality Alice’s Adventures in Wonderland and Alice through the Looking-Glass by Lewis Carroll. The project, which combined the book, AR technology and illustrations featuring Gapchinska, showed excellent results in 2017/2018 with 877,000 copies sold in Ukraine and neighbouring countries. The universal plots and images allows the brand to cross borders between cultures, countries, age and social groups. After great success in their home market, the international expansion began, primarily in neighbouring Russia, as well as in Belarus, Poland, Finland, the USA, Korea, Spain and Chile. The total number of Gapchinska branded goods now exceeds 1300 skus. Italy is one of new territories for the brand, through a collaboration with Cartiere

Paolo Pigna, one of European leaders in the office supplies By the beginning of the back to school 2018 season more than 20 SKUs with Gapchinska arrived at Italian retail with product aimed at schoolgirls. “Gapchinska is fast conquering new territories, and our team is always ready to make extra efforts in order to fully provide our partners with everything necessary. Of course, we have a classic collection and it is beautiful. But we are constantly working with Eugenia Gapchinska and a team of designers to update and develop the brand. We issue new guidelines and collections and provide new patterns. Currently, seven style guides are available to agents and licensees comprising core, winter, Alice’s Adventures in Wonderland, Alice Through the Looking-Glass, Romance, Zodiac and Yoga. Under development we have Famous and The Nutcracker, continued Elena Vasylenko, licensing director of Art Nation. Art Nation group works internationally, creating brands, loyalty programs and marketing strategies. They manage commercial rights for celebrities and a content library, as well as creating blockbuster products, including AR. In Ukraine, licensing agency UDC (part of Art Nation) is the agent for Nickelodeon Viacom International, Animaccord International and other companies, offering the rights to use popular brands such as Teenage Mutant Ninja Turtles, PAW Patrol, SpongeBob, Masha and The Bear, and others.

Like other brands, Gapchinska has its own story. It began in 2002 when Ukrainian artist Eugenia Gapchinska created her first collection of paintings with very recognizable characters. The main feature of Eugenia’s artworks is true-life stories about cute little characters that celebrate every moment of life, enjoying simplicity and love. She took ideas from funny real-life situations. That is why the paintings resonate so much with a female audience.

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Pokémon Extends Collaborations In another exciting and innovative year for Pokémon, its existing licensees continue to thrive and have been joined by yet more new prestigious partners as the brand continues to reach beyond its traditional demographics and form distinctive new collaborations. High-technology international footwear manufacturer and retailer Geox launched a special Autumn/Winter 2018/19 collection featuring its firstever kids’ entertainment character collection with Pokémon in their Kids & Junior range, all coming with Geox’s renowned patents.The innovative new range, suitable for boys and girls and featuring a host of Pokémon characters on the 14 colourful different styles of trainers, is available at retail across Europe in Geox’s stores and stores selling Geox products. The range was, supported by a strong marketing campaign that included Pop ups,

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in-store events and Pokémon branded windows in a large selection of Geox’s European stores. A new global licensing partnership between iconic Italian notebook company Moleskine and Pokémon produced five separate limited-edition notebooks celebrating some of the most beloved Pokémon, which launched in spring. The specially designed notebooks – two large size, two pocket size and one numbered Collector’s Box, all enriched with signature Moleskine detailing – are available at retail through Moleskine’s global stores, online and via wholesale. A growing partnership with leading fashion retailer H&M in softlines saw a global deal across apparel, accessories and footwear. The first kids’ products – character T-shirts and caps – were successfully launched for SS18 and following the very positive response the brand is looking to expand the range of products for AW18 and beyond. Additional new licensees in retail include trendsetting backpack and accessory company Sprayground, premium fun fashion company Fabric Flavours Sprayground have produced five different designs of backpacks, plus caps and skateboards, which launched exclusively in Selfridges’ flagship Oxford Street store. Pokémon enjoyed an exclusive three-month collaboration with the famous store which saw its products, including the Trading Card Game, stationery items and the brand-new toy range from Character Options, prominently displayed on their own branded wall. Sprayground’s range was displayed on its own branded wall next to Pokémon’s, while also launched at Selfridges were three special edition Pokémon t-shirts from Fabric Flavours. Pokémon also extended its successful

collaboration with leading French children’s fashion retailer La Compagnie des Petits following the success of the first two Pokémon collections in 2017, with a fresh summer and winter 2018 capsule collection for ages 4-12. the apparel was also available in Spain for the first time. Both collections were supported with window visibility in all the La Compagnie des Petits stores, as well as a Pokémon takeover of their website. A further partnership highlighting Pokémon’s wide-spread appeal saw the company join forces with leading French bank Société Générale for the first time to produce exclusive Pokémon debit cards in France. Featuring iconic images of Pikachu, the cards are available to all Société Générale customers. The launch was supported by a strong digital and advertising campaign from Société Générale. Further ahead, 2019 looks set to continue in a similar vein, with more innovative collaborations in the pipeline. The release of the live action film Pokémon Detective Pikachu promises further exciting opportunities, while the next introduction to Pokémon’s popular core RPG series arrives on Nintendo Switch for the first time.

TOTAL LICENSING In recent years, Mondo TV has progressed from in-house content production to multiple co-productions, a strong licensing arm and live-action programming. Throughout this evolution, as Valentina La Macchia, Mondo TV’s Licensing Director explains, guaranteeing a varied and distinctive portfolio has been a major focus.

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Standing out in a crowded market Long known as one of the largest European producers and distributors of animated content, Mondo TV has in recent years also built a strong licensing business. This has been successful – but it didn’t happen overnight. The optimal conditions had to be created to build a number of television productions into successful franchises. As Valentina La Macchia, Mondo TV Licensing Director, points out, “Today Mondo TV not only produces TV series of its own, but works with international co-producers and can partner licensees, media players, editorial groups and toy companies to collaborate to create new content.” The development of strong distribution, production and licensing networks has enabled – and been enabled by – co-productions like current hits Robot Trains and Heidi Bienvenida, and the forthcoming YooHoo to the Rescue and Invention Story. All of these are very different properties. Robot Trains is an action-adventure animation. Heidi Bienvenida is an update of the classic novel about a country girl in the city.YooHoo to the Rescue is an environmentally focused adventure series. Invention Story is the tale of an intelligent, thoughtful and creative fox who, in each episode, comes up with a new invention. La Macchia explains that ensuring a varied portfolio is important. “When we produce new TV series we are very discriminating in our choice of projects; we always try to ensure that no two projects are overly similar in

terms of content.” Heidi Bienvenida is certainly different from most Mondo TV content. In fact when this show – resulting from a partnership of Mondo TV Iberoamericas with Alianzas Producciones – launched in 2017 it was Mondo TV’s first foray into live-action comedy drama for tweens and teens. It has been popular in Latin America, the home of much of the cast, but, like the classic tale from which it is adapted, it has universal appeal, not to mention a very modern focus on music, style and humour, that is driving sales into other markets. It’s made a very strong impact in Italy already, and Mondo TV believes strongly that this appeal will be replicated elsewhere in Europe. La Macchia says: “We decided at an early stage to invest in such an engag-

ing production. The originality of the content and the way in which the series brilliantly updates a much-loved, classic story have been key to this project’s success and will, we believe, guarantee its longevity. For similar reasons, and to support a growing fan base and future licensing opportunities, we have also now decided to in-

vest in the production of a movie version of Heidi Bienvenida.” Meanwhile Robot Trains – produced by Korean content and marketing company, CJ E&M, for which Mondo is distributor – is showing across much of Europe, and licensing agents are vying to offer their services in a number of territories where Mondo TV plans to offer partnerships. Season one (32 x 11) is selling well and season two (52 x 11) – for which Mondo is again distributor and licensing agent but also co-producing with CJ E&M – arrives in early 2019, further boosting a growing licensing push. La Macchia explains: “With a strong broadcast footprint already, we’ve been working hard on building licensing in a number of key markets. Master toy licensee Silverlit of Hong Kong is now working with major distribution partners in a number of territories. Our next step will be to replicate across Europe the success of the licensing programme in Italy, Spain and Portugal, where all major categories are now covered.” Anther Korean co-production – with Aurora World Corporation – is the 3D CGI HD show YooHoo to the Rescue (52 x 11’). This is the focus of a major spring 2019 launch with a worldwide Netflix Original Series release of this environmentally focused adventure series. Aurora World is leading the licensing push, not only through its role as co-producer but

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as brand owner and master toy plush licensee for a brand that has already sold 80 million plush since it arrived in 2007. Co-production has proved successful, but Mondo’s portfolio will also continue to offer home-grown animation. One example proving popular in many markets is the in-house production Sissi the Young Empress, the adventures of a free-spirited empress who resists etiquette and the duties of the court to follow her heart. With a third series on the way, Sissi is a big hit with its target audience of 6-to-8-year-old girls and has sold into nearly 40 countries. It has also inspired a licensing campaign that has brought to retail toys, books, magazines, puzzles and board games, confectionery, personal care products, carnival costumes and a Dress Up Your Sissi game app. But whether Mondo TV produces shows itself or works with partners, there is a common theme. La Macchia says: “All these properties underline our commitment to a wide-ranging, diverse portfolio.This appeals to viewers of course, because it means there is more to choose from and more content specific to their age and interests. But licensees also respond to this,” she adds,“because we offer them a range of differentiated properties for any given target audience, thus satisfying everyone’s needs.” Showing confidence in a property from an early stage is another important part of the process of encouraging licensing support. A commitment to three series and a film of Heidi and two series of Robot Trains, for exam-

ple, are all boosts to licensing activity. With Invention Story, however, Mondo TV has gone even further. Kit and his amazing inventions have inspired a first season of 104 episodes, but 520 episodes are planned over five seasons. La Macchia says: “This is a major commitment for co-producers Mondo TV and Henan York Animation. But it is an entirely justified commitment. This is a

other project with a learning component, but, as you would expect, it’s very different from anything Mondo TV has done before. MeteoHeroes, a project announced this summer, is a Mondo TV co-production with MOPI (Meteo Operations Italia, better known to the public as the Centro Epson Meteo) of a new TV series that will consist of 52 episodes of seven minutes each. “The show addresses issues like climate change, ecology and respect for nature through the amazing adventures of six children who transform into superheroes with power over the weather,” says La Macchia. MeteoHeroes arrive in Spring 2020 and is another example of how Mondo TV’s licensing business has evolved to the point where licensing potential can be assessed and developed from an early stage. As La Macchia says: “There’s a very strong potential for this new series in both consumer products and school-and-learningrelated items.”

show with a lot to offer licensees.” It certainly is. Invention Story is funny, entertaining and character-rich. It’s also instructive and educational. Kit’s inventions and tools, along with the distinctive characters, personalities, houses and locations, all add up to a strong offering in toys for play and learning as well as an attractive property for publishing (in fact Edizioni Playpress is already signed), all underpinned by a long-term commitment that is attracting broadcast interest in a wide range of territories. Recently Mondo TV announced an-

But the heart and soul of the company has always been the production of original, entertaining content and MeteoHeroes is no exception, as La Macchia explains. “It has obvious licensee appeal but it also has great audience appeal and a concept that is truly distinctive – and that matters to us. “Partnerships, networks and our strong reputation are all part of our offering, but in the end it comes down to the content. This is such a competitive and increasingly crowded market for properties that only quality and originality will stand out.”

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From retail to celebrity: Unfolding the emerging licensing scenario in India By Rutika Malaviya Founder, CEO & Editor- in - Chief Rooh Entertainment Mumbai, India rutika@roohentertainment.com www.roohentertainment.com

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The brand licensing industry, now in its “nascent stage” in India, is set to grow manifold in the foreseeable future with rising brand consciousness among consumers and higher penetration of modern retail and e-commerce. According to industry estimates, close to 95 per cent of the retail in India is still dominated by traditional and unorganized retailers, but organised retail, which is growing exponentially, is estimated to reach USD 220 billion by 2023. The retail and related revenue generated globally by the trademark licensing business increased to USD 271.6 Billion in 2017, according to the Annual Global Licensing Industry Survey by the International Licensing Industry Merchandisers’ Association (LIMA). Character and Entertainment, being the top licensing type, garnered 44.7% share of the market, accounting for USD $121.5 billion; followed by Corporate Trademarks with a market share declining very slightly from last year to 20.5% of total retail revenues USD $55.8 billion. According to experts the licensing model in India has been thriving in categories such as fashion, media and entertainment, sports and fitness, together with back-to-school product categories.

Bon Appetit for sports merchandise! With advancements in technology, licensing and merchandising in India are also coming of age. Sports brands in general and soccer brands in particular are witnessing vast growth, with many international brands including FIFA, Real Madrid and the NBA generating business, retail and consumer interest in India. India has always been a fan market for sports and sportsmen, which often drives media attention. However, India’s penchant towards sports, can be witnessed in terms of sales of sports licensed merchandise. With India’s appetite and love for sports, the licensing space has changed dynamically over the years. The FIFA World Cup 2018, hosted by Russia,was one of the biggest global events this year. Despite India not featuring in the World Cup, there has been a jump in Indians travelling to Russia, as well as in the sales of jerseys, footballs and other game-related merchandise. Travel portal MakeMyTrip recorded a 400% jump in bookings to Russia during June-July compared with the same months last year. E-commerce players such as Snapdeal and Amazon have set up special foot-

ball stores for the game enthusiasts. Snapdeal said it has seen a jump in sales of bean bags, recliners and home theatre systems. The top five highest selling jerseys were Brazil, Portugal, Argentina, Spain and France. The football event proved to be a revenue generator for the sports business with football contribution to business increasing by 40% over April-June. Even in the offline space, Alcis Sports that won the rights for 2018 FIFA World Cup Russia-licensed apparel merchandise in India, Nepal, Sri Lanka and Pakistan, had seen a 50% spike in sales of football merchandise. One of the latest home-grown sports brands to enter the licensing market is the Indian Premier League (IPL). After 10 years, the IPL has experienced a spike in its brand value of $5.3 billion according to global valuation and corporate finance adviser Duff & Phelps. Celebrity, cosmetics and more! Gone are those days, when celebrity licensing used to be a concept of the west. have witnessed more celebrities joining the licensing bandwagon. Be it Salman Khan’s theatre chain or Jacqueline Fernandez’s new Thai restaurant, celebrities never fail to represent the

TOTAL LICENSING image and promise of their brands. During the last five years, celebrity licensing has also increased, with Indian film stars and cricket players developing their own licensed merchandise including Salman Khan’s Being Human, Hrithik Roshan’s HRX, Shahid Kapoor’s SKULT, Deepika Padukone’s All About You, Anushka Sharma’s Nush, Sonam Kapoor’s Rheson and Virat Kohli’s WROGN among others. Not only this, to counter global brands such as Disney and Marvel and to popularize Indian pop-culture, Anushka Sharma had sought design inspiration from Tinkle Comic’s Suppandi for the spring-summer collection line of her label. The latest to join the bandwagon is the glamour queen Kareena Kapoor Khan, who launched her own first ever cosmetic collection in association with Lakme Absolut, available exclusively on Nykaa. Understanding the business of merchandise: India has had some success stories with home-grown intellectual property, including animated TV brand Chhota Bheem, which enjoys a hugely successful licensing programme. Green Gold Animation’s Chhota Bheem becomes the first Indian cartoon character to sell merchandise worth Rs 200 crore. Unseasonal nature of the sales across big cities and small towns alike and a large portfolio of products at different price points have been helping the steady growth of Chhota Bheem merchandise sales year-after-year. Besides, Rajiv Chilaka’s maiden child

has also forayed into various segments- digital space, Netflix, movies, theme park and live-action musical show. The much-awaited ‘Avengers: Infinity War’, which hit the theatres on April 27, witnessed massive success. Thanos’ journey to reclaim the Infinity Stones is almost upon the customers and cashing in on the hype are companies releasing exclusive Avengersthemed merchandises in India. From notebooks to mobile covers, companies such as Renault, Only, Acer were entered into various partnerships to provide fans and followers with a memorable experience. The other area with the greatest merchandising potential in India is Bollywood. Rather than treating it as a marketing tool, Indian films such as Raees, Baahubali franchise are launching merchandising campaigns as a revenue stream. Film merchandising has been picking up the pace in India with changing cinema viewing habits, and there is a growth in terms of strategic alliances between filmmakers and merchandising partners. To attract more customers, Shemaroo Entertainment Limited has partnered with Vigo Video and TikTok to promote the company’s Bollywood merchandise brand – Yedaz. Recently, ace designer Masaba Gupta has acquired the official license to create apparel, home products, and jewellery inspired by the cast of the epic show ‘Game of Thrones’ for India,

the UK, and Indonesia, that is slated to release during the final season of the show in 2019. Do we need to say more? India A child’s territory! Traditionally, India has been a children’s entertainment licensing territory. However, as a testimony to the growing entertainment industry and increase in the market for young adults, Marvel, Disney and Barbie profiting from a growing popularity in licensed products across various segments such as apparel, footwear, phone and computer accessories, stationery, gifts and novelties. When it comes to reshaping the Indian licensing industry, Disney always remain the front runner. After the merger with the 21st Century Fox, the Walt Disney Company reported quarterly earnings for its third fiscal quarter ended June 30. Disney has seen profits boost 23 percent in its most recent quarterly reports to a net income of USD 2.9 billion. Consumer products and interactive media revenues decreased 8 percent to USD 1.0 billion and segments operating income decreased 10 percent to USD 324 million. The last two years also saw a massive increase in digital property licensing opportunities. With people becoming brand conscious, licensing in India to become a booming business with the increase in retail segment. For licensing to succeed in any market,

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TOTAL LICENSING organised retail is essential. E-commerce has managed to address the issue to some extent, but licensing is most beneficial with a successful retail strategy. A gamer’s paradise! According to Frost & Sullivan report, the Indian gaming market, estimated at USD 338.4 million in revenue in 2017, is expected to grow threefold in four years. The Indian gaming market is all set to increase to USD 1.1 billion in 2021, almost entirely driven by increase in mobile gaming revenue. Anil Ambani led-Reliance Entertainment venture Zapak had launched ‘Little Singham’ mobile game, which is inspired by the Little Singham TV Series on Discovery Kids produced by Rohit Shetty Pictures and Reliance Animation. The game had already garnered over 3 million downloads and has clocked close to 50 million minutes and 67 million runs. To capture the Indian gaming sector, Chinese gaming giant Yoozoo Games (previously Youzu Interactive) has inked a three-year collaboration with Sunny Leone and Mumbai-based game development studio Gamiana for a mobile game. Besides, Yoozoo also unveiled officially licensed ‘Game of Thrones’ browser game. Now, isn’t this amazing? Food, fiesta and more! Home of cracking Belgian chocolate and velvety smooth vanilla ice cream – Magnum always surprises us when it comes to food licensing.

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Ace designer Manish Malhotra designed exclusive Magnum-inspired clutch. Inspired by his recent venture with Magnum to the 71st Cannes Film Festival, Malhotra developed three purses for actresses Vani Kapoor, Aditi Rao Hydari, and Pooja Hegde. However, this is not the first time, earlier, jewellery designer Farah Khan had collaborated with the ice-cream brand and launched an exclusive jewellery and delectable pieces line ‘MagnumXFarahKhan Collection’. The sound of ‘music’: With the increase in the number of independent artists, people have started understanding the concept of music licensing. Music licensing is intended to ensure that the owners of copyrights on musical works are compensated for certain uses of their work. Music label Sony Music has launched its global artist royalty portal — Artist Portal in India to empower artists by giving them easy access to royalty statements online. Artist Portal is currently live in 27 countries such as the US,Australia, and China, with over 250 artists and managers. The platform also gives a break up of digital, physical, synch licensing and other revenues. Recently, Facebook inked licensing deal with Warner Music group to cover the music company’s recorded music and music publishing catalogs for use in social media. The ‘IKEA’ model: After 12 long years of planning and 6 years after it made an announcement,

Ikea had finally opened its first store in India on August 9 in Hyderabad. The Hyderabad store is spread over 13 acres with a floor size of 4 lakh sq feet in the heart of HITEC City. The store has 7,500 products including fully furnished rooms. The store will house a 1,000-seater restaurant which will offer Indian as well as Swedish cuisine at affordable prices. The store has 950 workers and expects close to 7 million visitors every year. After Hyderabad, Ikea plans to open stores in Mumbai in 2019 followed by Bengaluru and Gurugram. Ikea also looking to expand to cities such as Ahmedabad, Surat, Pune, Chennai, and Kolkata. By 2025, Ikea is looking to have a presence in 25 cities in India. Ikea has invested about Rs 1,000 crores in the Hyderabad store. The new wave of retail in India: Walmart announced its high-profile acquisition of Flipkart for USD 16 billion for a valuation of over USD 20 billion. The Bentonville company has acquired 77% of the Bengaluru-based company. Sachin Bansal, who had co-founded Flipkart with Binny Bansal in 2007, exited the company after the deal. Japan’s SoftBank, an investor also exited the company by selling its entire 20 per cent stake in Flipkart. Walmart’s investment includes USD 2 billion of new equity funding, which will help Flipkart accelerate growth in the future. India’s first billion-dollar e-commerce company, Flipkart, sells 8 million products across 80-plus categories. It has 100 million registered users. Not only this, Swiss food giant Nestle announced that it will pay USD 7.15 billion in cash for the rights to market Starbucks products around the world, outside of the company’s coffee shops. As part of this transaction, Starbucks will receive an up-front cash payment of USD 7.15 billion for a business which generated annual sales of USD 2 billion. With India adopting new techniques and mechanisms and consumers becoming more ‘brand’ conscious, the future of licensing sector is surely bright!

The Next Rainbow Success Story! 44 Cats is a Rainbow production in collaboration with Antoniano Bologna and Rai Ragazzi and follows the daily adventures of Lampo, Milady, Pilou, and Meatball – four adorable kittens who are part of a music band named The Buffycats. The protagonists live in the Clubhouse, a garage beside old Granny Pina’s house. Their adventures explore the themes of friendship and altruism: the four cats love helping others and always find creative solutions to everyday hitches by dealing naturally with important themes like tolerance, diversity and acceptance.

Rainbow moves into the pre-school sector 44 Cats represents Rainbow’s first venture into the pre-school market and everything points towards it being a resounding success. The animation, soundtrack, scripts and voice acting are all straight out of the top drawer and the show also has a strong edutainment element at its core, through a central message that teaches young kids that helping others is the right thing to do. This enhances the brand - in what is a very competitive sector - and really helps it to stand out, as young children can easily relate to the key themes of friendship and

altruism and the magical stories that promote important life-lessons. This gives 44 Cats huge appeal as a strong preschool series that can work in any territory across the world. One series has been produced so far comprising 53 x 13min episodes - and the series is aimed at boys and girls. The show’s name references a 1968 song that won a TV children’s song contest and that has since become a much-loved part of Italian culture. In fact, music is a key part of the show’s charm, with songs and melodies that appeal directly to pre-schoolers’ love of dancing and singing. In 44 Cats, all the songs have been cleverly written to both engage with kids and promote

When Rainbow Group launches a new brand, it’s always a big event. And so it’s no surprise that 44 Cats – the latest offering to roll off Rainbow’s creative production line – is attracting so much interest.

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TOTAL LICENSING the positive messages and values that are an inherent part of the show. The response from the international TV community has been huge, and this eagerly anticipated show will debut on Rai Yoyo in November – an agreement that marks the latest collaboration in the long and successful partnership between Rainbow and Rai, a channel that has successfully brought Rainbow brands to Italian TV screens for many years. Plenty of other broadcasters across the world have also snapped up 44 Cats, with deals in place with Nickelodeon (multi-territorial), Discovery Kids (Latin America) and Super RTL, Germany’s No.1 commercial children’s channel. In addition, major broadcasting deals in France, Russia, the UK and many other countries are in the pipeline.

Licensing programme launches 44 Cats has also made an immediate

impact on the licensing landscape, as a major deal has already been signed - before the show has even hit TV screens. The agreement is with Toy Plus, which is set to develop a wide range of toys based on the key elements of the series - music, creative play patterns and collectability. From interactive plush to figurines, from playsets to musical toys, each item will be deeply linked to the TV show. The collection is set to be presented at the Hong Kong Toy Fair in October 2018 and will be available globally from autumn 2019. Through the new agreement, Toy Plus will give children across the world the opportunity to replicate the adventures of the cats. This is thanks to the firm’s worldwide distribution network and almost 20 years creative experience in the development of toy and game ranges based on TV series. As part of the deal, Simba Dickie Groupthe global leader in the toy sector

– will also come on board as special partner and exclusive distributor for Europe and the Middle East. This deal is likely to be just the start of a very successful programme. And it’s easy to see why 44 Cats is producing so much excitement throughout the licensing world because – quite apart from the all the wonderful and appealing aspects of the show itself potential partners are also fully aware of the pedigree behind the property, as Rainbow is a past master at producing brands that wow the world.

The Winx Factor The Italian content powerhouse is behind massive global brands such as Winx Club – the evergreen property that will celebrate its fifteenth anniversary next year and is one of the top girls properties in the world, boasting millions of fans. The show is screened in over a hundred countries across the globe and captivates an audience of

TOTAL LICENSING young girls – from pre-school right up to tween/teen – through the enthralling adventures of the Winx Club fairies, as they battle evil and show what can be achieved through the power of friendship. The ongoing popularity of this remarkable show is partly down to the attraction of the central characters. Despite being fairies, they remain modern, keep pace with the times, are fashionable and, very importantly, live through the same situations as their many fans. This leads to strong identification with the show’s target audience, as the Winx fairies are just normal girls who go to school, have friends and deal with everyday, small problems - just like anyone else. Then, suddenly they become fairies and the magic starts! The constant flow of new Winx Club content also helps to keep audiences enthralled. The brand now boasts 182 produced episodes, 4 TV movies and 3 theatrical releases, whilst series 8 featuring 26 brand new episodes - will premiere at the beginning of 2019. Content always follows the needs of the audience and is suitable for the target age group, which in turn has led to the devotion of its fans. In addition, Winx Club has inspired theatre shows, ice shows and even a theme park. The latest innovation for Winx Club is the creation of a brand new theatrical show, which is set to tour the world soon. This offers children, families and fans of all ages the unique chance to enjoy an extraordinary live experi-

ence, by sharing an unforgettable interactive adventure, where the Winx enter Magika - a new magic dimension that will enchant the audience with incredible special effects and technology, including holograms and spectacular lighting. This big-budget production features innovative stage design, acrobatic dance numbers, and magic tricks - all coupled with an amazing soundtrack filled with Winx Club’s greatest recent hits. Rainbow is also cooperating with Netflix in the development of a new liveaction version of Winx Club, which will reinvent this magical show in a completely new format dedicated to young adults. This huge brand presence has created a massive opportunity for licensing and the property boasts a global licensing programme that covers thousands of lines and involves hundreds of partners.

A continuing legacy of excellence More recent Rainbow hits include Regal Academy, the hilarious modern take on the fairy tale theme that follows the adventures of Rose Cinderella, a normal girl who suddenly finds herself in the world of Fairy Tales. Here she discovers that Cinderella is… her granny! Rose is enrolled at the fabled Regal Academy where her fellow students include Hawk SnowWhite, Travis Beast, Joy LeFrog, Astoria Rapunzel and LingLing Iron Fan - all of whom

belong to the school’s founding families. Two seasons of the show, which brilliantly combines sumptuous animation with laugh out loud comedy, are currently available and Regal Academy is a hit across the world. Another Rainbow success story is Maggie & Bianca Fashion Friends, the live-action dramedy that has entranced a global audience of teen/ tween girls over the last couple of years through its utterly compelling mix of fashion, friendship and music. The show tells the story of Maggie - an ordinary American girl with a dream of becoming the world’s greatest fashion designer - who wins a scholarship at the Milan Fashion Academy. There she meets Bianca, a self-proclaimed Italian ‘princess’, and together they make friends with other students, who all share a passion for fashion and music. The show has now reached series 3, where the young friends leave Italy to live in America and face difficult choices about their future friendship and relationships. As with 44 Cats, music is a central component of the series, with The Moodboards – the band from the show – recently entertaining crowds on a sell-out live tour. In addition, the show has also inspired two TV movies, and two music CDs from Sony. Go further back and you find a steady stream of hits emanating from Rainbow, with Huntik - Seekers & Secrets, Tommy & Oscar, Monster Allergy, PopPixie, and Mia and Me all part of the group’s impressive back catalogue.

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The power of the Rainbow But just why is Rainbow capable of producing such remarkable consistency, when other studios have a more hit and miss record? The answer lies in the combination of artistic skill and business acumen, which has seen the company rise from small beginnings to become one of the biggest studios and licensors in the world. The company has also followed a successful programme of acquisition, which started in 2015 with the purchase of Bardel – a Canadian animation studio that employs around 650 artists across three important divisions and produces content for major companies such as Nickelodeon, DreamWorks, Disney, Warner Bros., and Cartoon Network-Adult Swim. This has greatly strengthened Rainbow’s position in the animation market by extending its capability into production for third parties. Rainbow followed this up with the recent acquisition of a majority holding in the Italy-based Iven Spa Group, which broadened its offering of TV and movie products dedicated to adults and families. The group includes film and television production company Colorado Film and recording company San Isidro Edizioni Musicali. Content now under the Rainbow um-

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brella includes Big Show, many successful comedies, and a new line of the thrillers, which opened with The Girl In The Fog, a movie based on Donato Carrisi’s bestselling book.This was distributed worldwide and became the second most watched non-comedy film in Italy in 2017. Through the acquisition of Iven, the Rainbow Group has also acquired the talent agency Moviement – a major player in the management of artists and actors on the Italian market. The Rainbow Group business model is characterized by a high level of vertical integration that provides for the direct management of the whole production process, starting from the creation of content to marketing, and a high level of flexibility. This allows the Group to respond to market needs quickly and effectively, and be independent in the creation of new content, thus limiting the risks connected to the development of new projects. Combined with the creative talent of the founder, over the years these features have earned the Rainbow Group great praise and results, both nationally and internationally. Marketing is another cornerstone of Rainbow’s success, as every single brand in its portfolio benefits from the group’s 360-degree approach to the discipline. This includes major events

that engage directly with the target market, co-marketing with important partners to grow brand visibility, and user-generated content and viral contests that involve fans through social media. And although Rainbow follows a global marketing plan there is no ‘one size fits all’ policy that is rolled out across the world, regardless of local culture and customs. Instead, every marketing campaign for every brand is turned into a country-specific initiative in each territory, which takes into account the needs and expectations of the local audience and appeals directly to the fan base within that region. The overriding aim in any territory is to supply a complete marketing structure, which both supports and grows the brand itself and provides invaluable help to local licensees. And this commitment to marketing - combined with the global strength and popularity of Rainbow’s brands - means that licensing is an essential part of the company’s business. In fact, Rainbow Group is the world’s twelfth biggest licensor and over 500 active partners use Rainbow brands across a host of merchandising categories, including fashion, food and drink, publishing, BTS, footwear and fashion dolls.These partners are supported by artistic and style guidance from Rainbow’s talented and dedicated team of professional artists and designers. All these factors combine to make the Rainbow Group a true giant in the world of entertainment. One that is able to focus on the creation and development of content - both animated and live action – for a range of audience demographics and on the realization of related TV and cinema products, as well as marketing, licensing, and on the production of animated content for third parties. So, it’s easy to see why the licensing word is so excited about the upcoming launch of 44 Cats. It marks the long-awaited arrival of Rainbow in the pre-school market and – if previous successes are anything to go by – the show is set to dominate this sector very quickly and produce opportunities across the whole licensing spectrum.

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The Bluffer’s Guide to BLE! The Bluffer’s Guides is a multi-million selling series of witty, pocket-sized manuals. This special one-off Bluffer’s Guide aims to make anyone sound like an authority on managing one of Europe’s leading licensing shows. Designed to help all attendees and exhibitors,Vaughan O’Grady, Kilogrammedia takes a Bluffer’s Guide look at Brand Licensing Europe. It’s quite possible, after years of coming to BLE, that you still can’t give the impression of poise, knowledge and unflappability that you’d love to convey. Many of us, let’s face it, turn up on day one and leave on day three, after a blur of meetings, drinks, working dinners and hastily grabbed lunches, not entirely sure about what just happened. And yet, as the Bluffer’s Guides show, you need only learn a few basic facts to give clients, visitors, or colleagues the impression that you’re completely in control during three days of mayhem.

To stand or not to stand? If you don’t have a stand, remember to tell everyone that it’s a strategic decision. It’s because yours is a very focused operation based on a lean, energetic structure and a team that is incredibly mobile.

Everyone is late for meetings. Just don’t say “Sorry I got lost /forgot/ wrote down the wrong time.” This is your chance to use a bluff to turn an inconvenience into a handy source of self-advertisement. Referring to your previous meeting, try: “They realised our offering was a perfect fit so, naturally, I couldn’t just run off without giving them a teeny bit more detail.” Or “They really wanted to meet one of our clients so, obviously, I had to make introductions.”

The layout

The attendees You’ll probably know what your clients and mates are doing but that’s not something to boast about. However, you will gain a few intrigued looks if you imply that you know something someone else doesn’t about a few new arrivals housed in a part of the show that has sprung up from nowhere since last year. Just say something like: “A couple of small design brands that are really going places – though I’ve been asked not to say too much. But you heard it here first.”

Even if the client didn’t offer a name he or she should be too polite to mention the fact.

Attending meetings

Here then is a special Bluffer’s Guide to BLE. Don’t leave home without it.

No one learns the entire layout. Just make sure you remember where the maps are. If, however, you want to look superior without knowing anything, why not bluff? Just give everyone the impression that you have an inbuilt satnav that gets you to the right place every time.Then walk confidently off in any direction and hope you find a map.

see you!” rather than “Lovely to see you Caroline/Michael/Jane/,” they should then dart forward, introduce themselves and say, “I’m sorry I missed your name”.

Remember, if someone has just seen If you do have a stand, always tell people that it’s ideally placed. If it’s near the front it has instant visibility. If it’s near the middle or the back it avoids the clutter at the front. If it’s near the bins it both avoids the clutter and offers the thrill of discovery.

Getting to know you Naturally, where names are concerned you have almost perfect recall. If, however, by some extraordinary mischance, the name of a client you’ve known for decades escapes you, ensure you have colleagues, friends or passers-by primed. When they hear you say “Lovely to

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TOTAL LICENSING you having a selfie with a costume character this entire charade will be exposed. So, however tempting, if you’re running late, try to reject Kevin Minion’s advances.

If you must snack, try hiding a flapjack somewhere on your person to help you deal with those moments of weakness.

Drinking

Starting meetings The unofficial rule is that meetings at BLE, unless otherwise arranged, are 30 minutes long. Think of it as trade show speed dating. It helps therefore if you can find out how people are, how business is doing, general thoughts on the show and so forth well before the meeting – say while queuing to get in, going for a coffee or in the pub. That also means that if a prospect’s business is going down the tubes you know in advance and can think of a strategy for ending the meeting early (see below).

Ending meetings There really should be a bell ringing every half an hour but for some reason the BLE organisers haven’t embraced that idea. In the absence of an alarm therefore the first-date-gone-wrong approach is quite good: a colleague is told to ring after 30 minutes (or earlier if you have a bad feeling about this one) and, you say, is insisting that you have to be elsewhere. Lots of ‘tsk tsks’ and apologies add a nice bit of theatre to your genuine disappointment at not having time to hear more about the 70th sure fire

pre-school hit this week. If all else fails, however, just try the busy schedule tactic. This is a real boon to the bluffer. It allows you to imply you’d be able to offer much more advice/ help/directions if you could but you have to be elsewhere very soon. And of course that you’re very successful and important. Just remember to start looking semi-furtively at your watch before things get tricky. And don’t forget to add that you’ll catch up later in the show, next week, some time soon etc etc. Who knows? It might even turn out to be true.

Lunch Pick on one food provider. Say that it continues to be the standard bearer after many years (if it’s established) or that it’s shaking up the old order (if it’s new). That way you sound decisive without having to know anything about more than one lunch outlet.

Snacks You may feel that you’re being amusing by raiding reception sweetie bowls but don’t kid yourself. Stuffing a pile of mints into your handbag or pocket looks desperate, and you might feel obliged to chat, wasting even more valuable time.

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The one thing that everyone seems to know about. Most of us can name the two or three, totally rammed pubs or bars that everyone, inexplicably, thinks are ideal places to relax after the show. The Hand and Flower in particular seems to have some mystical power that drags everyone through its doors at bang on 6 o’clock. That said, a neat bluff could be to imply that you spent yesterday evening with a client in the only quiet watering hole in the entire area (about which you’re sworn to secrecy). The fact that you just went home and slept off the previous night’s hangover need not be mentioned.

NOTE Haynes Publishing, world-famous for over 50 years for its technical and practical lifestyle manuals, has announced the relaunch of the Bluffer’s Guides – a bestselling publishing phenomenon for over four decades – accompanied by a wide-ranging licensing and promotional campaign.

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Licensee Lookbook Ahead of Brand Licensing Europe, we bring you a snapshot into some of the prominent licensees working in the industry today Kennedy Publishing is one of the UK’s most respected independent publishers, specialising in marketleading preschool and primary publications. The company’s diverse portfolio of twenty-five magazines includes best-selling own branded titles, as well as popular standalone publications bringing children their favourite characters from global brands such as Mattel, MGA and Sanrio. Kennedy has a long-standing reputation for producing top quality magazines, both in the UK and more recently overseas, coupling engaging content with innovative gifts to ensure that their magazines reach a global readership of 10 million children each year. This, combined with the longterm publishing ethos, innovation and agility they can offer brands, makes Kennedy the a publisher of many licensors. With over 30 years’ experience in producing market-leading beauty & bathing ranges, H&A is one of the UKs top licensees. In addition to its seasonal gift ranges, the company’s capabilities cover beauty accessories, bathing, hair accessories, fragrance and bath accessories. H&A was the winner of the the Best Brand Licensed Health & Beauty Range at the B&LLA’s two years running. The company’s team of designers work collaboratively with major retailers to

develop bespoke licensed, branded and own-label ranges, catering to all retail segments markets and requirements. Key licenses include: Happy Jackson, Disney, NASA, Krispy Kreme, Marvel, LOL Surprise, Yvonne Ellen and more.

By retail turnover Games Workshop ranks amongst the TOP 150 Licensors worldwide and we are looking to grow this exciting sector further. The have

Games Workshop is home to some of the largest and most established gaming and geek brands in the world. The company is mainly known for Warhammer Age of Sigmar and Warhammer 40,000 which have a fiercely loyal followership of gamers and collectors worldwide. Exhibiting at BLE again this year, Games Workshop joins the show with the momentum of the biggest year of their history. Retail sales of Warhammer branded products reached $595 million and Games Workshop had the largest gaining stock on the entire London Stock Exchange in 2017.

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TOTAL LICENSING been successfully licensing into video games for 25 years, and since 2017 have been continuously expanding into more categories including merchandise, apparel and homewares. Redan Publishing reports that in the ever-competitive pre-school sector Fun To Learn Peppa Pig Bag-O-Fun has seen an impressive year on year increase of 10.93%. A total average sale of 85,455, that makes it not only the number one best-selling magazine in the Pre-school sector, but in the whole of the children’s sector. Sister title Fun To Learn Peppa Pig has also reported a year on year increase of 3.44%, retaining its second place position in the Pre-school charts with an ABC of 66,314. Elsewhere in the pre-school specialist’s portfolio, FTL Friends and FTL Favourites magazines hold firm in the Pre-school top 10. With FTL Friends

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seeing a slight period on period increase to 48,277 and Favourites up slightly from this time last year to 35,674. Sparkle World continues to be the best-selling multi-character magazine in the Primary Girls sector posting an ABC of 44,386. As the only specialist Annuals publisher in the market, Little Brother Books continues to lead the way in this unique and highly dynamic volumeselling category each year (top Annual titles can sell over 300,000 copies!). Annuals are an evergreen product/ promotional range for both books and non-book retailers alike as they form a significant part of their seasonal ranges. The key to their success is that Annuals offer customers a very affordable brand entry point for many of the hottest brands on the market. The value for money they offer

consumers is hard to beat compared to many other product formats, as kids can enjoy many hours of holiday entertainment with over 80 pages of content in each LBB Annual. The Annuals category has been under pressure in recent years because of the challenges retailers have experienced due to the time sensitive nature of Annuals selling patterns. However, Little Brother Books has bucked this market trend by offering its retailers leading terms packages and dedicated POS solutions that make the category an ongoing success. LBB provide retailers with a leading range of the hottest Annuals around that appeal from pre-school through to tween/ teen and for both girls and boys alike, so providing a ‘one-stop’ promotional range for any retailer type to drive incremental, impulse sales. The unrivalled focus LBB offer their retailers and licensors on Annuals is key to their success, and they have already sold over 1 million Annuals in 2018 behind some of the hottest brands on the market such as L.O.L. Surprise, CBeebies, Minecraft, Little Mix, WWE, Shoot! and many more. This success is derived from a multistrategy approach; from securing the hottest brands to driving the leading retailer distribution, including

TOTAL LICENSING introducing many new key/major retailers to Annuals, such as Lidl,Wilko and Aldi in recent years. Another important area has been their speed to react to the latest trends on the market, such as launching Pokémon Go in 2016 and L.O.L. Surprise in 2017. Matthew Reynolds, MD at LBB commented, “2018 has been an unbelievable year for us, following two great years in 2016 and 2017. As many publishers, licensors and retailers will know, surpassing 1 million Annuals sold in a single year is a big statement to the trade and demonstrates our commitment and experience within the Annuals category. We pride ourselves in offering our licensors and retailers a proven promotional package that their customers will want year after year. Because of this, we get Annuals into more retailers than anyone else and therefore ultimately into more fans’ homes, which is our primary goal. We have many new ideas

to keep this momentum going for LBB in 2019 and beyond, which we look forward to working with our licensors and retailers on”. Capcom saw a strong start to the year with the successful release of the critically-acclaimed Monster Hunter: World for console and since then has gone on to become Capcom’s bestselling game in company history with over 8 million units shipped globally. The reimagined genre-defining classic, Resident Evil 2, planned for release 25 January 2019, stole the official Critics Best of Show Award at E3. Street Fighter is one of the most popular series of all time and is still revered as one of the best in its genre. The series gave birth to one of the most colourful and recognisable casts in gaming’s history! Street Fighter is still on top form with the recent successful releases of Street Fighter 30th Anniversary and Street Fighter V: Arcade Edition.

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TOTAL LICENSING The Mega Man legacy continues as the iconic character celebrates his 30th anniversary with the upcoming release of the long-awaited sequel Mega Man 11. Bringing a touch of over-the-top stylish action to proceedings, Devil May Cry 5 has new and long-time fans eagerly anticipating the latest entry in the demon hunting epic launching in Spring 2019. Gwcc is a manufacturer and distributor of licensed apparel, with one of its most successful brand being the Wizarding World license which includes Harry Potter and the Fantastic Beasts. The company comments, “We covet this license as the retailers understand our vision and really extend the value and experience we include in our apparel.” The Natural History Museum’s successful licensing and supplier

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partnership with Wild Republic has been running since 2000 and includes a range of plush toys, creative paint and palaeontologists roleplay toys. Each item has been assessed by the Museum’s palaeontologists, ensuring scientific accuracy and educational value. A percentage of sales of the products supports the Natural History Museum and its valuable work tackling the big issues facing humanity and the planet. Established in 1984 Gemma International has become a Leader in UK Licensed greetings with an ever expanding strong portfolio of prominent brands including popular

evergreen’s Peppa Pig, Thomas & Friends, Mr Men Little Miss and new for 2018 Moomin. Gemma supplies its extensive range of Cards, Wrap and Partyware to the major store groups as well as the Wholesale and Independent markets. “With over 30 years licensed greet-

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ings experience, we pride ourselves in working collaboratively with our Licensor partners to develop innovative and relevant designs, keeping up to date with changing trends and consumer demands. We therefore bring to market the right product at the right time, allowing us to work with brands that are happening now as well as brands that have longevity, and sustainability.” Studio by Gemma is a collection of specialised greetings cards aimed at Premium Independents, gift shops and book stores, featuring Peppa Pig, Thomas & Friends, Mr Men Little Miss, Guess How Much I Love You, Natural History Museum, Moomin and Simon’s Cat launched in June 2018. Founded in 1918, Alfred Franks & Bartlett Plc celebrates its centenary. With over 60 years knowledge and experience in the sunglasses industry, AFB are the sunglasses experts. In addition to the latest fashion styles they use to create own brand generic sunglasses for many of the major retail groups, AFB are widely known and respected for the exciting range of licensed children’s sunglasses. As the “go to” company for the supply of quality sunglasses, AFB offer the widest variety of topical fast selling

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TOTAL LICENSING products now available in print and digitally around the world. The company has several hundred intellectual properties, some of which are optioned for film, animation and TV and they continue to source and develop exciting new properties for a global audience.

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children’s licenses and styles created within the company’s experienced inhouse design studio. The modern fun styles and designs encapsulates the brands that AFB represents and are manufactured in its quality audited factory. The demand and need for children’s sunglasses increases annually as parents become more aware of the need at an early age to protect their children’s eyes from the harmful rays of the sun. AFB are probably the longest continuous Disney licensee, going back as far as 1976 when the first Mickey Mouse designed sunglasses appeared in the U.K.

for his playful, intricate hand-drawn artwork. Following a really busy and successful first year show at BLE 2017, Hartwig Braun - who uses his architectural background and love for maps to create his unique artwork & illustrations - is really excited to exhibit at Brand Licensing Europe again. Last year’s show led to 7 licensing projects with major jigsaw puzzle publishers from the UK and Germany featuring existing and newly drawn, bespoke, artwork. This year at the show, the artist is looking to expand into other market sectors through further new licensing relationships.

Hartwig Braun, the artist behind the Arty Globe brand, is exhibiting at Brand Licensing Europe for the second time to build on the success of last year’s first show and explore further new licensing opportunities

Markosia Enterprises was established in 2005 and has gained a reputation for producing a diverse range of comic books, graphic novels, cartoon books and prose novels that cover almost all genres, with their

Lemon Ribbon recently saw its first Licensed Novelty Book range making the finals of the Progressive Preschool Awards 2018. Working in partnership with publishers Imagine That, the board book series includes pull the tab, jigsaw, touch and trace and felt play titles that are perfect for adults and children to read together. The judging panel comprised of buyers from right across the sector and were each asked to select what products had shone through amongst the thousands of entries in this year’s awards. Bertish & Company Ltd, owners of the children’s character brand Zuma the Dog are celebrating today as they announce their new partnership agreement with media production company Transcendent Media Capital Ltd. The two companies are coming together in partnership to create a Zuma the Dog motion picture production company with the same name as the character IP.

Follow @totallicensing at BLE for all the top show news

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Elliott Matthews of Poetic Brands looks back at 2018 and ahead to the challenges of 2019... “We expected that 2018 would be a tough year, as retail is facing increased pressure on margins, whilst Brexit is just around the corner and that is causing a lot of uncertainty and caution. We’re obviously feeling the knock-on effects of this, just like all suppliers. “However, thanks to planning ahead and ensuring we are working with the best available brands, we’re actually doing better than expected and trading at about 25% up on plan. That’s also testament to our exceptional design team, as their skill and ability is one of the major reasons for our success. In terms of our top-performing brands, that’s been a lot more evenly spread this year, whereas previously we may have had one or two really stand-out performers. But 2018 so far has seen steady success across our portfolio, although the performance of NFL at TU has been particularly good, as has the Pepsi/7UP range at H&M.

“So, we’re in a good place at present. We have just celebrated our tenth anniversary, having started life in August 2008 with what we thought was a great idea - and so it’s proved. We’ve now built a business with over 200 brands, supplying all tiers of the UK retail landscape, and there is a fantastic team here at Poetic Brands. “More generally, it’s interesting to see that events-based licensing has been growing during 2018, and films have been very successful this year - especially the Marvel franchise. Gaming is also becoming really big, with the release of the next Call of Duty game a massive upcoming event. What does 2019 have in store for the licensed apparel sector? Well, there will certainly be consolidation across different businesses, whilst more and more retailers will be looking at DTR deals. So, it is up to licensees to offer different products and solutions to make us stand out from the crowd.

Partly that can be achieved by focusing more on exclusivity. We certainly tend to do much better with brands that are not double and triple licensed.We also take care to work with licensors in a way that meets their individual needs as much as possible – we certainly don’t have a ‘one size fits all’ approach – and tailoring both product and price point to each individual retailer. I think this type of specific approach will increasingly be in demand from clients. “The internet is, of course, continuing to make inroads into traditional retail, as consumers’ shopping habits have changed more in the past few years than in the previous few decades. This trend is only going to accelerate, which presents both challenges and opportunities. We are definitely seeing new business from these new distribution channels, but the challenge is how to offer everyone some form of exclusivity and differentiate design hand writing for online retailers. “Finally, I think compliance is going to be an increasingly important consideration next year and further ahead. As a licensed goods supplier, we must protect two customers - the retailer and the licensor – so it’s vital to keep an eye on the supply chain and ensure that products are being produced in compliant factories that are ethically and technically audited. We’re fortunate in this regard, as we’re part of the global PDS Group – so have our own internal compliance teams to monitor everything – but it’s something every supplier must keep a careful eye on.”

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INTERVIEW

Rob Corney, Bulldog Licensing Total Licensing caught up with Rob Corney to talk about Brexit, GDPR and how the future is looking for his agency, Bulldog Licensing

How has 2018 been for you? Are you on course to meet the aims set out at the beginning of the year? What have been your most popular properties? 2018 has been another phenomenal year at Bulldog with established favourites such as Shopkins continuing to see success at retail and some major activity across new brands. Our relationship with Moose has continued to expand as we’ve launched the Pikmi Pops brand licensing opportunity across Europe. With the core collectable topping sales charts across all key European markets and the brand coming in as the number 1 new brand in the UK for each of the past seven months, this is set to be a massive opportunity in the girls’ space through 2019 and beyond. We’ve welcomed the global icon Sesame Street into the portfolio and are busy building a more expansive offering for this perennial favourite; have seen incredible success at retail for fashion lines and accessories on our Miraculous brand; and have established the licensing programmes for both Match Attax and That’s not my… which are looking set for great successes in 2019.The growth in the Care Bears offering over the last 12 months has been great to see and we are now looking at a much-enhanced retail offering through 2019 with some strong promotional activities planned and we have built a very strong programme for the release of the new Biowares’ game, Anthem. BLE is looking set to be our strongest ever with a host of the leading prop-

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erties on the market and a couple of surprises up our sleeves! Is 2018 shaping up to be better or worse than last year? The market in general is in a state of flux right now… although the economy is faring well, there are a huge number of scare stories out there, many of which have been doing the rounds for several years, and it is damping confidence. Buying decisions are being pushed back in the year, applying the brakes to the industry in terms of supporting new opportunities. Retail is looking for a raison d’etre to compete against the onlines and the levels of failure and/or consolidation in that area is making life difficult for the industry in a number of categories. That having been said, on a Bulldogspecific level, things are in great shape. Our established brands have a proven track record, enjoying high levels of retail support and sell through which, in turn, helps us to deliver new properties to market. Bulldog’s new IPs undergo a stringent series of tests to ensure they are fit for purpose before they are ever offered to the market and we have a reputation for delivering success through the tills for a

wide range of brands from established classics through to high profile movie events, toy properties and publishing brands. Offering confidence in an anxious market is the most effective currency and stakeholders from licensees to retailers do have confidence in Bulldog delivering success, providing calmer seas in difficult conditions. What has been your highlight so far? Obviously, every day is a brand new highlight! But if there’s one that really stands out in 2018 it has been to witness the difference that we are able to create for brands through a focused brand strategy. Bringing established brands into the portfolio and seeing them rapidly build underlines the importance we place on brand strategy and the receptiveness of the market to this focus. Any low points? Everyone’s favourite – GDPR! What a complete waste of time dreamt up by some political wonk in Brussels who’s never had a proper job. An enormous amount of pointless emails later and the inevitable has happened – loads of companies have spent a fortune on lawyers; millions of hours have been wasted in updating policies around the world; and not the blindest bit of difference has been made to the amount of unsolicited emails we’re all receiving. In reality, it was never going to… the largest companies will find a way around the regulations with a battery of lawyers and admin officials, the unscrupulous companies will continue to exploit data and they will never be charged with anything because it would be too difficult to find them and too expensive to prosecute, and it’ll be the local hairdresser who’s spent years building up a portfolio of loyal customers who will carry the can because they can no longer boost their business with special offers because

TOTAL LICENSING they’d be breaching the regulations as they’re not big enough to comply with them! What a total and foreseeable waste of time and money.

World Cup in Japan, but these sports have never really found their feet in retail so I imagine will continue to under-index from a licensing point of

Which properties are you most excited about for 2019? What will be your top growth opportunities? BLE is going to be a huge event for us and will set up an incredible 2019. With Pikmi Pops taking the sales charts by storm and a large number of A list licensees already signed, Moose have shown again that they are by far the dominant player in the collectables sector with the ability to replicate success across multiple properties. Sesame Street is a dream brand to work on and will see strong growth over the next twelve months, with a particular focus on hard lines and the kids’ market to supplement the very strong sales we’re already seeing in apparel. New baby plush lines for Care Bears from Sambro will help to spear-

GDPR... what a complete waste of time dreamt up by some political wonk in Brussels who’s never had a proper job!

When the UK leaves the 28, we will take with us the equivalent GDP of the smallest 50% of the remaining EU nations combined, making it important on both sides of the channel that continued trade is possible head our push on that brand, whilst I’m really excited to see the first products launch for That’s not my… from Rainbow Designs – it’s already one of the most popular infant brands on the market and has a huge amount of growth potential as we start to take it into new areas. Do you think any particular category – pre-school, teen, sport etc - will storm 2019 and, if so, what will drive this? Looking quite generally, 2019 looks to be a relatively light year on the sports side. Personally, I’ll be glued to the Cricket World Cup when it comes to England’s shores in the summer and the winter will be all about the Rugby

view. This opens up incremental opportunities elsewhere and non-partisan sporting brands such as Match Attax (the UK’s biggest kids’ football brand) will be the beneficiaries. From a pre-school point of view, the turbulence in the market is likely to benefit brands with significant heritage which is exciting from the point of view of Sesame Street which will celebrate its 50th birthday and That’s not my… which will be turning 20. What kind of trends do you see emerging next year and how will you look to take advantage of these? There are two types of property which traditionally fare well in tough trading conditions – those with a heritage of delivering successful sales, and those which have lower pricepoint items as a major driver in delivering brand awareness. Bulldog has a diverse portfolio of the industry’s strongest brands, ranging from Garfield, Care Bears and Sesame Street to That’s not my…, each of which has a minimum 20 years’ track record of delivery in retail. Our work in the collectibles’ space is well known as we have delivered the licensing programmes behind most of the success stories in this space and 2019 looks set to continue in the same vein – with a strong mix of pricepoints from pocket money through to core toy, these properties establish critical mass quickly and, in times of greater financial stricture for consumers, provide a great entry-level treat and reward option. The trend of collectible toys driving licensed sales looks set to continue and grow as we continue to develop our relationship with the sector leader, Moose.

Do you see foresee Brexit causing problems – for Bulldog in particular and the wider sector? Any change which affects the markets has the potential to cause distruption but, handled properly, I don’t see that there will be any significant impact in the medium to long term. Although I, like the majority of people who have studied the area, would wholly reject the Chequers ‘deal’ as an entirely unnecessary sell-out, a sensible route forward will presumably be found… when the UK leaves the 28, we will take with us the equivalent GDP of the smallest 50% of the remaining EU nations combined, making it important on both sides of the channel that continued trade is possible, whether that be through a formal agreement or simply a sensible implementation of trading rules. Although there is a track record within Europe of centrist politicians making decisions driven by ideology, rather than by a desire to do what is best for the bloc, it is to be hoped that common sense will win the day. The EU has struck precisely the type of trade agreement with Japan this year that they said was impossible for a third nation at the end of last year. To suggest that it would be right to offer a worse deal to the UK as ‘thanks’ for the 40+ years of contributions in helping to develop the organisation to what it is today would be a pretty shabby reflection of the EU’s practices. There will certainly be some disruption but the majority of the scaremongering which is widely reported in the press is either designed to sell papers or is outspoken words from people who should know better. The issue is one of the most divisive political topics in recent years… though that’s nothing new, membership has always been hotly contested and championed in equal measure, but often ill-informed commentary on both sides has conflagrated the situation in recent years, thanks to easy access to social media.There is likely to be some disruption in both the UK and the rest of the EU, but that is more as a result of poor management of the process which should be easily addressed over the ensuing months.

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TOTAL LICENSING Ian Downes is the Founder of Start Licensing, a leading UK Licensing Agency that represents a variety of entertainment and brand properties. Start are noted for their innovative and original approach to licensing. Total Licensing talked to Ian to find out some of his background and what’s happening with the brands he currently represents.

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INTERVIEW Ian Downes, Start Licensing Can you tell us how and why you began Start Licensing? Ian Downes: Start Licensing was launched in 2003 - the licensing marketplace was a little different then but I think the rationale behind starting my company remains the same. Having worked successfully in big companies I left Fox Kids Europe to set up Start Licensing - I thought there was a gap in the market for a bespoke licensing agency that is focused on creating individual campaigns for rights holders with an emphasis on creative ideas, new business and understanding the consumer connection. Before licensing I had worked in advertising and marketing where there was a huge emphasis placed on the consumer and using media efficiently to reach them. I thought there was an opportunity to take a more planned approach to licensing and we have tried to keep this at the forefront of our work. We develop bespoke plans for our clients and try to work in partnership with them over the long-term. I was also encouraged by licensees that they felt there was an opportunity for a new agency and this in turn gave me confidence that we would receive support from the industry. As a new agent it is important to have a good set of rights to work with. These days we are representing brands such as Aardman - Wallace and Gromit,, Morph and Shaun the Sheep and Asterix now.These are well known properties that have classic qualities but are very contemporary. Some of the brands we represent such as Spirit of Concorde have the potential to succeed in market sectors that are less crowded and are more specific in their appeal. We are also representing Nadiya Hus-

sain in licensing. We believe Nadiya is a media personality who is credible, building an audience and has a rapport with the public. She is very hands on and authentic and is fully involved in the licensing process and programme. What were the initial properties you worked on? Our first major client was DC Thomson for The Beano and The Dandy. We worked with them and Beano Studios successfully for 15 years. This representation recently ended but I like to think our work on The Beano over the years has been a good example of focused licensing management and an innovative approach to licensing. We have always been open minded about the type of rights we represent but I do remember a piece of advice my old boss at Copyright Promotions David Cardwell gave me in regards to new properties. He called it the Mike Redfern Test. Many people will know Mike as the founder of Blueprint Collections a very successful licensed stationery company. David’s advice was could you present your new property to Mike and not be told to clear off rather rapidly. No reflection on Mike’s meeting etiquette more a confirmation of Mike’s business acumen and eye for a new property. With DC Thomson our representation also included Commando, Jackie and a number of other archive comics. This allowed us to undertake and be involved in a range of diverse deals. One highlight was being involved in music CD compilations using the Jackie Magazine brand with featured artists being ones from the 1970s. Other properties we represented in the initial years of Start Licensing included Peter Pan for Great Ormond Street Hospital and Bang on the Door including Groovy Chick. We have also worked on some entertainment properties such as S4C’s Hana’s Helpline and Kindle Entertain-

ment’s Big & Small. We also secured representation to Britvic Soft Drinks brands such as Tango, R Whites, J20 and Robinson’s. This helped us develop a business stream in the brand licensing arena and we have been involved in a range of deals with Britvic that have won awards and sold well.

How do you select a property to add to your portfolio? New representation falls into two categories.One is being invited to take part in pitches or being approached by rights holders to discuss representing their property. In this situation we assess how a property will fit into our portfolio and what value we can bring to the property.We are also very honest about what resources we have available to support a property. The second route is to identify and approach a brand or property directly. This is a more proactive approach and can be quite speculative - often you are talking to brands that aren’t licens-

ing ready and you may have to wait a while until they are ready or indeed help them get licensing ready. We approached Nadiya directly - we

TOTAL LICENSING believed that she had real potential in licensing and was also someone that would offer a point of difference to the market. Adding a personality like Nadiya to our representation has created a new aspect for our business but also uses our skillset well. I think our instinct was right and we have signed a deal with Bliss Home to develop a Nadiya branded range in the housewares and kitchenware space. We are very careful not to overstretch ourselves and build on what we have. I think it is important to support the brands you are working with already and look for business from those properties. We are good at looking long-term and nurturing things. It is too easy to abandon ship. Often the

way forward with properties is to apply some fresh thinking to them rather than looking for brand new things all the time. We also use our relationships to build new representation opportunities. We got to know Wayne Hemingway through our work on Beano and in turn we are working with Wayne to represent The Land of Lost Content. This is a pop culture archive and museum that Wayne helps to curate. We have started developing deals based on the archive - for example working with Gibson’s Games on a jigsaw puzzle collection. We represent Kendra Dandy’s Bouffants and Broken Hearts on behalf of US agent Jewel Branding. This grew out of working with them on the Rachael Hale brand. We recently started representing Claude for Sixteen South - this is a property now on Disney Junior but based on best selling books by Alex Smith and published by Hachette.

Have you deliberately set out to have a mix of entertainment and brands? I think our approach has been to be focused on the property and brand rather than a particular genre. I think the common thread for us is that most of the properties we represent are ones that would be defined as long-term ones with a track record behind them and ones that create potential for creative and targeted licensing. I think as an independent agent you have to be able to focus on the properties you represent and establish a rapport with them. It is also good to work with properties that are active in different markets and platforms - Asterix is a good example of a classic property that has pop culture momentum whilst it also has regular media exposure through publishing and films. Whilst it is also an international property - therefore it has potential for international deals. This allows us to work with a different pool of licensees. Good examples of this are working with Funko to create Asterix and Obelix Pop! Vinyl figures and Steiff on collectible plush. Rhino Rugby is another good example of brand that has a well established and clear identity. It is world rugby’s leading technical brand. It is being proactively managed with some great new activations such as sponsoring the Varsity Match and this opens up doors for new deals. What do you think the future holds for Start Licensing and are you looking for more brands/properties to represent? We are always open to discussing new opportunities. We have recently started acting as a consultant to Rebellion Publishing on their properties including Roy of the Rovers, Judge Dredd and 2000 AD. This is a good example of a portfolio of properties that have solid consumer audiences.We can also add a lot of value to properties like

this as we have relevant experience and knowledge. Working with Aardman is a great opportunity for us and we love working with them. Given they have properties such as Wallace & Gromit, Shaun the Sheep, Morph and Timmy Time there are a lot of opportunities to pursue. Aardman is a creative business and this flows through to the licensing business. We work closely with them on generating new ideas and new business. It is also great to see how well they have done in fast emerging sectors of licensing like live events and attractions. I think the industry as a whole is changing and we have to recognise the changing face of the market so we are

looking at some new opportunities such as helping our clients to create new business opportunities outside the norm and partnering with them to do this. There is still a lot to be done in the world of licensing !

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Online Merchandise Piracy:

TRAP is set

Pirating licensed merchandise has always been a big business – but online selling has made it more attractive than ever. Now Trademark and Rights holders Against Piracy (TRAP) is fighting back in the UK. As you read this, many companies are about to unveil new licensed merchandise for some of their properties at BLE:T-shirts, caps, mugs and hooded tops, for example, with retail launch date and RRP information for anyone who asks. The products will, of course, appear at retail and online at a time agreed by the licensor and licensee. But what if every one of these items were available already – online, in shops and even on market stalls? In fact in many cases they are – or at least pirated (or bootlegged) versions are. Commercial merchandise piracy costs

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the industry more than £375 million ($485 million) in lost sales each year – and online platforms are a major target. Household names such as Amazon and eBay have been infiltrated by criminal networks targeting consumers with low prices and inferior products. It’s an attractive route to market for merchandise pirates. Screen printers can take any image off the web and put it on cheap clothing or calendars at minimal cost. Add the arrival of online markets – both official, like Amazon, and unofficial, like Facebook pages – and sellers can find millions of would-be buyers at the touch of a button. Investment – in staff, premises, payment software and delivery systems – is, of course, not a modest outlay, but the potential rewards are not small either. No wonder, you might think, that Trademark and Rights holders Against Piracy

(TRAP) currently reports 300 infringing listings per hour worldwide. TRAP is a worldwide collective of rights holders and publishers working originally with some of the biggest names in music but recently expanding its operations to cover film, TV, art and sport. Many of its members are familiar to attendees at major licensing events: Bravado, Danilo, Rock Off and GB Eye, for example. TRAP secretary Alex Mitchell, who is also Licensing and Partnership Manager at Bravado, a founder member of TRAP, explains that through lobbying and direct action, TRAP protects the public from purchasing counterfeit products. At the same time it protects those musicians, artists, actors and athletes who aim to provide their fans with official merchandise and receive royalties when they do, not to mention the licensing business set up to help them do that. Exposing piracy is about partnerships, of course. As well as liaising with police and government bodies, TRAP maintains the services of investigators and security experts. In particular TRAP employs the specialist services of Surelock Global Investigators & Security Consultants, a brand protection company – one of the most proactive in the UK. Surelock has a specialist surveillance team whose members identify UK outlets selling TRAP members’ merchandise, covertly making test purchases and providing the authorities with the necessary evidence to carry out enforcement action.Then TRAP’s enforcement team moves in, assisting with raids and seizures of infringing merchandise. This has result in prosecutions and convictions, some prison sentences and a number of large Proceeds of Crime awards. Many of these operations are traditional UK market and shopfront businesses. But TRAP also sets itself the

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apparently difficult task of reporting infringements not just in the UK but worldwide and online. Mitchell explains: “The internet has meant TRAP has had to change the way in which it works to take on the bootleg market; it is a 24/7 business that needs constant attention. For all those involved in TRAP, the bootleg market was always something that disrupted their business. This online explosion was the reason TRAP reformed [there was an early version of TRAP in the mid-00s] as all concerned anticipated a growing problem that needed dealing with.” Today, says Mitchell, “Together with our online partners we monitor the internet and main selling sites, again covertly identifying where these items are being made or sold and then arranging raids with infringing merchandise seized, along with computers and screen printing equipment.” He adds, “Our operations can range from taking down product – which can result in suspension from marketplaces on the internet – to building full evidence packages against bootleggers, which result in criminal and civil sentences – including prison time.” These efforts are making a real impact in gaining prosecutions against merchandise pirates in physical retail and online. They also protect the intellectual property rights of hundred of music performers and labels represented by TRAP, from 2Pac to ZZ Top. Music properties are a strong focus of TRAP’s work. That’s hardly surprising. The merchandise market for music properties is a fast-moving, high-demand business where pirates can reap rewards from fan demand – if they can move quickly. This has meant bootleg operations targeting both perennial

t-shirt favourites like Motorhead, The Ramones and Blur and more recent stars like One Direction, the Arctic Monkeys and Justin Bieber. Recent UK raids have targeted operations in areas as diverse as Bradford, Bedfordshire, Cornwall and South Gloucestershire and numerous locations in and around central London. Again, however, partnerships are key. TRAP regularly receives reports of infringements from official stockists whose businesses are under threat from bootleg product. TRAP also maintains a good working relationship

with all marketplaces and works with online sellers offering advice and guidance. It also retains international legal counsel, ensuring good ethical practices. The result to date is that TRAP has issued well over one million copyright and trademark notices of infringement against sellers accused of online piracy in less than four years. Not surprisingly, as TRAP has built its operations, it has had to expand the territories monitored to protect official product. Mitchell explains, “As a UK-centred organisation, but one involving worldwide companies, we saw the issue in other countries too but we also came to understand that development of bootleg product was often starting abroad and slowly making its way across Europe to the UK.” Which is why TRAP works with specialists such as Vis Probandi, a company with expertise in brand protection and anticounterfeiting investigations, whose areas of operation include countries across Eastern Europe, and which often works at borders with customs officers. TRAP is now able to target Europe and the USA; Budapest, for example, saw a number of raids in 2016. But there is a more piracy out there than ever – and it’s not just attacking music brands. Hence, Mitchell

says, “We are expanding membership from music and into more entertainment properties.” He continues, “The group was formed by the biggest music merchandise rights holders in the world and by companies with a close association to music product. As the group has grown in status and effectiveness this has meant that we have been able to take into consideration the concerns of group members who work with other entertainment properties and make a difference effectively across many more brands.” This is already paying off in the shape of new partnerships and associations. “For example, we have carried out work at (major pop culture event) MCM Comic Con in London with some leading Animé licenses.” But – of course – partnership and cooperation will remain central to TRAP’s work. “One action protecting multiple rights is more effective than multiple actions protecting one right,” said Mitchell. “Working together is important.” At a time when the licensing industry is getting together for one of its biggest events that statement is truer than ever. After all, the impact of unveiling a carefully designed T-shirt at BLE won’t count for much when a cheap copy from an auction site is already being worn on the streets of west London.

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Total Licensing magazine has teamed up with leading kids market intelligence specialists Kids Insights. Each week Kids Insights survey more than 400 kids and make the data available in “real-time”, enabling clients to interrogate and analyse their data to their own specific needs. They also produce four insight-led reports each quarter based on a sample of 5,000. To receive a free five day trial of the Kids Insights “real time” portal email hello@kidsinsights.co.uk

Console and Tablet Ownership (4 - 9 yrs) 70%

65%

36% Gaming has faced some scrutiny in recent months. The first internet addiction centre funded by the NHS in London opened this year, following the news that the World Health Organisation now classify ‘gaming disorder’ as an addiction. However, UK Heads of the gaming industry have suggested that gaming is being unfairly singled out, pointing to how gaming can improve problem solving, teamwork and communication skills. Our data shows some interesting shifts in the behaviour of video gamers over recent years.

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29%

Q3 2017 Console

Q1 2018 Tablet

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Console Brands Owned (4 - 12 yrs) Nintendo Switch

Nintendo Wii

PlayStation 4 PlayStation 4 Pro Xbox One XBox One X As the market leading games consoles get gradually more expensive and powerful - the most recent editions of Microsoft and Sony’s platforms retail for an average of £400 - more casual (and younger) gamers have shifted elsewhere. In the 12 months up to end of June 2018, console ownership fell amongst 4-12s, but especially in children aged 4-10, where it has reduced from 36% to 29%. It is no coincidence that the reduction in console ownership in younger children occurs alongside the continuing popularity of tablets with younger children. Tablets are now the entertainment centre for young children. Whilst tablets aren’t a new technology, their ownership rates are still growing in the youngest children. 74% of 4-6s now their own, compared to 65% last year. In the key afterschool slot, between 4pm and 6pm, there are more children using their tablet than watching TV. With watching clips and gaming now the most popular activities undertaken on a tablet, the tablet has taken market share from both linear TV (which continues to fall quarter on quarter) and the console market. Nintendo clearly recognised a gap in the market for a more casual console, releasing the Nintendo Switch in early

15% 3% 14% 3% 2017 to excellent critical reception, media attention and strong sales. The hybrid Switch console can either be played on the go or as a traditional desktop console and has a wealth of kid-friendly content available. Despite that, just 3% of 4-12s own a Nintendo Switch, compared to the 15% who own a PlayStation 4. However, there is a new trend emerging that could reshape the video gaming industry significantly. Generation Alpha (which we could define as those born after 2010), have never known a world without access to instant, streamed content from Spotify, Netflix and YouTube, which can be streamed to any devices. However, to a large extent, content delivery in the video gaming sector is still stuck in a model from the 2000s. Children are required to buy an expensive console (or, more likely, wait until Christmas) worth at least £300, followed by expensive games from a disc. The latest edition of FIFA, the most popular game with boys aged 4-18 this quarter, is set to be released on 28th September with a retail price of £52.99. Since Kids Insights first discussed the clear opportunity for the gaming industry to adopt the ‘Netflix’ model of streaming, strong rumours have emerged that Microsoft’s next games console will be a cheaper unit that

only streams games from the cloud. This would be a significant shift away from the method, which involve highpowered machines and expensive games. EA have also recently demonstrated their cloud technology, putting their weight behind the disruption. Likewise, the CEO of Ubisoft, who produce Assassins Creed and Far Cry (the 5th and 13th most popular game amongst teen boys, according to our data) has recently said steamed gaming could eventually see the end of expensive console devices. The technology has always existed, with the likes of OnLive launching, but later closing in the early 2010s. Sony even has its own, somewhat limited platform, PlayStation Now which enables cloud gaming. However, whilst the technology has existed, the will of the industry manufacturers, who already have a tried and tested business model, has likely dampened any significant disruptions to the sector. But now, with pressure from a reducing number of younger casual gamers, the industry could be forced to adopt a cheaper, more accessible model. To keep ahead of the curve, download a free sample report and arrange a demo of Kids Insights’ award-winning portal, visit www.kidsinsights.co.uk/totallicensing or call 0330 159 6631.

For a free five day trial of the Kids Insights online portal, and for an example report, please email: hello@kidsinsights.co.uk

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TOTAL LICENSING By Nicky Strong, Consultant, and Ashley Borthwick at law firm Womble Bond Dickinson womblebonddickinson.com

Key takeaways from the Advertising Standard’s Authority’s latest rulings The UK’s Advertising Standards Authority (ASA) has had a positive flurry of activity on high fat, salt or sugar (HFSS) food ads, delivering rulings in no less than four cases back in early August. In this article, Nicky Strong and Ashley Borthwick, from law firm Womble Bond Dickinson takes a look at the key “takeaways” for brands to consider when developing ads for these types of products.

Nicky Strong

Ashley Borthwick

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1. Kellogg’s Coco Pops – Brand Characters – a life of their own? The Obesity Health Alliance (OHA) challenged a TV ad for Coco Pops Granola, screened during a children’s TV programme in January 2018, on the basis that it was a HFSS product ad screened during programmes principally directed at or likely to appeal to audiences under 16. The ad featured the brand character Coco the Monkey, but also focused on the Granola product’s food shapes and packaging which were different to the rest of the Coco Pops range. In the ad, Coco introduced the product by saying “Coco

Pops Granola, it’s so chocolatey, so crispy, and look at the milk, it’s turning all chocolatey.” At the time of the ad, there were 5 products in the range, 3 being HFSS and 2 non-HFSS. Despite the fact that the Granola product was not a HFSS product, the ASA upheld the complaint as being in breach of the BCAP Code. The CAP Advertising Guidance titled “Identifying brand advertising that has the effect of promoting an HFSS product” states that the promotion of HFSS products might occur both directly (where an ad featured an HFSS product) and indirectly through the use of branding that was synonymous with a specific HFSS product. In this case, the ASA’s conclusion was that many adults and children were likely to strongly associate the Coco Pops brand and Coco the Monkey with Coco Pops original cereal. At the time of the ad, the original cereal was a HFSS product and the Coco Pops range mainly a HFSS product range. Viewers were also likely to link the phrase that the milk was “turning all

chocolatey” with Coco Pops original cereal, particularly when combined with the use of the brand character, Coco, in both the ad and on the product packaging, the recognisable Coco Pops ‘logo’ tune and the bright yellow packaging colour which was used across the whole range. The ASA concluded that as the Coco Pops branding was significantly more prominent than the references to the granola product, the focus of the ad was on the Coco Pops branding rather than specifically on that product. The ad therefore had the effect of promoting a HFSS product and HFSS product range through the use of branding and therefore the rules relating to the targeting of HFSS product ads applied. 2. McDonald’s Happy Meals – a happier outcome: Similar issues were explored in this case, which involved a Video on Demand ad for McDonald’s Happy Meals, seen between episodes of Peppa Pig, and which featured the Pokemon character Pikachu. This focused on the introduction of pineapple into the Happy Meal, with the end of the ad including voice-over text “Luckily there’s enough for everyone. You too can enjoy some delicious pineapple, now at McDonald’s. Some fun, some food: it’s all inside this Happy Meal”, accompanied by a shot of a blue Pokémon-branded Happy Meal box, a toy Pikachu character and trading card, a bottle of water, a portion of chicken nuggets, and a bag of pineapple. McDonalds successfully argued that the meal shown was not a HFSS product, as all 3 items shown were non HFSS foods and that the Happy Meal brand was not a HFSS brand. At the time the complainant saw the ad, the full Happy Meal menu featured 22 food and drink items, comprising five mains, three sides, and 14 drinks. Of the 22 items, 16 were non-HFSS and

TOTAL LICENSING the six items that were HFSS were one main and five cold drinks. The ASA concluded that the Happy Meal was, overall, a non-HFSS product combination, noting that the majority of each of the categories of mains, sides and drinks sold in Happy Meals were non-HFSS items, that over half of Happy Meals sold did not include any HFSS products, and that over threequarters of all items purchased as part of a Happy Meal in 2017 were nonHFSS. As a result the ad was not an HFSS product ad for the purposes of the Code and that the rules relating to HFSS product ads therefore did not apply to it. Impact Many brands have invested heavily in developing instantly recognisable brand characters and product range features, or in using licensed characters as part of the promotion of their products. The CAP Code requires that HFSS product ads must not be directed at children through the selection of media or the context in which they appear. It also requires that HFSS product ads that are targeted through their content directly at preschool or primary school children must not include licensed characters popular with children. If the McDonald’s ad had featured a HFSS product, or the Happy Meal menu had contained a higher proportion of HFSS items, it is likely that the complaint would have been upheld – particularly as the ad had been erroneously scheduled to be shown around the Peppa Pig ad. Given the focus on re-formulating products to contain less sugar, salt and fat, brands should consider whether they wish to alter their branding/ packaging for these reformulated products, to more clearly differentiate them from any HFSS products in the same range. However, this needs to be balanced against the risk of diluting the brand and its value. Similar care should be taken when using licensed characters to ensure that the ad could not be seen as promoting HFSS products or brands. 3. KFC – Location is everything Once again the OHA brought the

4. McDonald’s – Timing is key The second of the two McDonald’s rulings and again a happier outcome than for KFC, this complaint involved an ad for McDonald’s on the back of a bus ticket. The ad featured a voucher for a £1.99 promotion for a Big Mac, McChicken Sandwich or Filet-O-Fish and medium fries, obviously a HFSS product ad. Someone had clearly done their homework before choosing this particular medium - the ad in question was displayed on the back of tickets issued on a route on which during school term-time children under 16 made up, on average, 16% of passengers on the route and only 4% in school holidays. Three-quarters of those children used a bus pass and so would not see the ad because they did not purchase a ticket. Details from the bus company concerned confirmed that only 12% of the total passengers on the route were under 16 and actually saw the ad. As a result, children under 16 comprised less than 25% of the ad’s audience, and the ad was therefore not in breach of the CAP Code.

challenge – this was against a poster ad for KFC’s Mars Krushems drink seen in July which was unfortunately positioned on a phone box less than 100 metres from a primary school. Unsurprisingly, and although KFC and its advertising agency fell on their swords, the ASA upheld the complaint. The product was clearly a HFSS product, and was in breach of the rule that ads must not be directed at children in the context they appear in and no medium should be used where more than 25% of the audience is under 16. The ASA’s general approach is that ads in outdoor public spaces are unlikely to breach this 25% rule, but given the short distance from a primary school, in this instance it did. The agency did explain that the ad’s location was an error – the ad had been swapped from one phone box further away for the offending one, and immediately removed the ad once they were aware of the complaint.

Impact As ever, marketers should ensure that the media and timing of ads has been researched before running HFSS ads. Whilst mistakes and errors do happen, brands should check their own and their ad agencies policies on location of ads, and ensure that they have a failsafe method of checking the location and likely audience that ad will reach before a HFSS ad goes up.

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Deer Little Forest gets Pan-Asian Amusement Park Deal In 2019 Deer Little Forest will become the first Arts & Lifestyle brand to kick off its Pan-Asian presence with indoor amusement parks across Japan, Thailand, Indonesia and Malaysia…. before a single book, t-shirt or toy has been sold – such is the power of DLF’s appeal. On the heels of this ground-breaking deal, we learn a little more about the parks – and the team behind this one-of-a-kind brand.

The Deal Already under construction, the first of five indoor parks will open in Bangkok in June 2019. The parks are aimed at children and their families and feature educational, entertainment and sports activities, cafes and shops, and hang-out areas for parents and carers. DLF will be the official mascot providing visual branding throughout the park as well as its own line of merchandise in the stores.

Jo Rose – Creator Jo is a Henrys-nominated UK artist, and the creative force behind DLF and preschool TV show Flora of the Forest. Jo established her name in the world of greeting cards, selling to top retailers including Liberty, Selfridges, Harrods, John Lewis, and Paperchase. Her instantly recognizable characters were inspired by her love of the New Forest and Scandinavian folklore. Jo is the Creative Director of Koko Rose Media, a JV with Lisa Hryniewicz.

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Lisa Hryniewicz After falling for Jo’s illustrations at BLE a few years ago, Lisa and Jo formed a partnership that brought DLF to a global stage and created preschool TV series Flora of the Forest. Flora of the Forest (52x11) showcases Jo’s signature patterned design and unique style in bright and beautiful CG animation, with fabulous 360 licensing potential.

Agents DLF is represented by superb agents that entirely grasp the spirit and values of DLF, and are at the heart of their brand’s momentum. This is Iris (BLE Stand P20), headed by Sarah Lawrence is a renowned leader of Arts & Lifestyle licensing in the UK. Sarah says: “Jo’s distinctive art style has attracted many key partners in the UK and across the world with key categories such as publishing already under development. Jo’s love of storytelling and her attention to detail shines through each and every element of this collection. These loveable woodland creatures immediately lend themselves to many original collaborative opportunities which are well under discussion.”

Japan based Honmoku File (BLE Stand K20) is headed by Nobutaka Nagai, former agent for Disney’s parks in Japan, DisneySea and Disneyland Japan - perfectly positioned to broker the Pan-Asian Park deal. Mr. Nagai says, “It is a breakthrough for DLF to be chosen to brand a theme park since typically these projects go to commercial properties who sponsor the parks. DLF has been selected to bring a fresh sense of fun and fantasy to the theme park, thanks to the elegant and intelligent qualities of the brand.” In the US, Jonathan Symington (The Lantic Group) brings his 15 years of Disney publishing and licensing experience to the table. “Jo and Lisa have built a truly unique lifestyle brand with a beautiful art style that will appeal to kids and parents alike, as well as give licensees and retailers a fresh new qualitative property to add to their assortments.”

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Everyone is welcome to Moominvalley The Moomins and their friends have inspired books, films, toys, exhibitions and much more for nearly 60 years. In recent years a successful UK licensing campaign has demonstrated the enormous appeal of the Moomin brand to multiple ages and markets. But with a new TV series on the way the reach of the brand is about to extend even further. The charming, friendly inhabitants of Moominvalley have a unique look and a loveable, slightly bohemian, but always friendly manner. They have an instant appeal to people of all ages who react to them with great affection. Trends come and go but their distinctive looks, delightful stories and irresistible charm have kept the Moomins and their friends popular for over half a century, as a global publishing phenomenon and a successful brand. In fact the original Moomin books have never been out of print. That’s not a bad feat considering that they first appeared in Swedish in 1945 and in English translations from the early 1950s, when they were joined by a popular comic strip, also translated from Swedish, that appeared in the

London Evening News for 20 years. As the fame of Tove Jansson’s gentle creations grew, so did their reach into other media and other countries. Numerous film, TV and radio versions of Moomin have appeared over the years, as well as theatrical shows and even operas.There is a Moomin World theme park in Finland and one opening in Japan next year. And there are Moomin-themed cafes in cities as diverse as Seoul, Tokyo and Helsinki. The uniquely identifiable characters, stories and art that underpin all this success have provided material for exhibitions, special events and even, in Finland, a museum devoted to the original works of Tove Jansson. Her themes have even inspired charity campaign. Recently Oxfam and Moomin Characters Oy launched a campaign around a Tove Jansson Moomin short story,The Invisible Child, to help women and girls around the world to fight inequality and escape poverty. It raised over a quarter of a million pounds. There has also long been a very healthy market for Moomin-related product, served partly by a number of Moomin shops around the world. In the UK, a Moomin shop opened in

Covent Garden in 2011, stocking everything from Moomin toys to Moomin t-shirts. This shop also played a central role in a very successful celebration in August 2014 of what would have been the 100th birthday of Tove Jansson. Children and adults flocked to central London’s Covent Garden for a weekend of fun, stories, music and live Moomin appearances, theatres ran a special Moomin show, and Waterstones put on window displays and hosted a competition. A second

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dedicated Moomin shop opened just before Christmas 2017 in Camden Market. The evolution of the licensing programme in the UK especially has been an interesting one. In the UK Moomin was originally seen as a children’s brand. However, Moomin has also performed strongly in adult markets in recent years. This has been partly due to the UK licensing programme, managed by Caroline Mickler Ltd, which has developed Moomin as a modern adult fashion and gifting brand as well as an appealing pre-school brand for today’s children. This enormous crossgenerational and cross-category success has meant that the adult market – and particularly the young adult women’s market – has become a very successful licensing area for Moomin in the UK in recent years. The brand’s established licensed UK output now includes giftware from Half

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Moon Bay, bags from House of Disaster, cushions and tea towels from Star Editions, party stationery from Papier, cashmere jumpers from Chinti & Parker, plush from Aurora, and luxury leather clutch bags and purses from Strathberry. Recent or imminent arrivals at retail include socks from Roy Lowe, apparel and giftware from Truffleshuffle.com, women’s apparel from Park Agencies, girlswear from Next, babywear from Smith and Brooks, greeting cards from Gemma International, and women’s Tshirts and sweatshirts from Primark. Again, it’s a measure of the strength of the brand and the consumer response to it that Moomin works so well with popular, mass-market apparel and gifting, and yet also feels entirely appropriate on high-end cashmere jumpers and luxury bags. All these products – with more available and even more to come throughout 2018 and 2019 – are part of the enormous licensing reach of a brand that also retains a strong pre-school appeal as each new generation discovers the original stories and new publications such as colouring books and picture books. The undoubted charm and originality of the Moomin brand is clearly helping licensed products to find new markets and new generations 60 years after the first books appeared. But the lasting appeal of the original stories remains an inspiration for diverse media too – which is why the popularity of the brand is likely to be further enhanced by the arrival in 2019 of a major new animated TV series, directed by Steve Box and produced by Gutsy Animations. Moominvalley will consist of two series of 13 x 22-minute-long episodes. It is slated to air spring 2019 on Sky in the UK and public broadcaster YLE in Finland. Series 2 will arrive in 2020.

The series has an impressive voice cast that includes Kate Winslet, Taron Egerton, Rosamund Pike and Matt Berry. The beautiful, highly detailed illustrations that are a strong feature of Moominvalley’s design mirror the artistry that Tove Jansson herself brought to her creations. The storylines too aim to reflect the style of Jansson the writer. For the first time, the creators say, the multi-layered personalities of Moomins will be presented on screen the way the Jansson created them. In addition Gutsy Animations, the Finnish production company behind Moominvalley, has struck a deal with Columbia Records, part of Sony Music Entertainment, which will see numerous Sony artists contribute songs to the show’s soundtrack. The show will undoubtedly both enhance and boost the characters and the brand. It will also offer opportunities for Moominvalley as a standalone property. Caroline Mickler says: “The lead-up to this event — and the show itself — is set to catapult Moomin to the forefront of even more consumers’ minds. In particular, we expect the series will open up an exciting new opportunity to further expand the UK licensing programme beyond its young adult women target audience with new ranges of product that are sure to delight a much younger demographic across both sexes.” This is an extraordinary time for an extraordinary brand. Reach and awareness are high across multiple consumer groups. Categories are expanding. Both high street multiples and high-end brands see a link with Moomin as a boost to their offering. And now Moomin is the name behind a major animated series that has attracted many big names and will air on one of the UK’s biggest networks. This is a classic brand loved by many generations of fans, but the coming years look like being among the most successful ever for the charming inhabitants of Moominvalley.

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Animaccord: Celebrating a decade with new and exciting projects Starting as an animation studio, Animaccord celebrates its 10th anniversary today as an international licensing company and studio, which specializes in the worldwide distribution of the content, consumer products rights and brand management. Marked as #95 on the list of the Top 150 global licensors 2018, the company became recognized for its hit family property Masha and The Bear throughout the world. With very limited content released — 73 episodes each 7 minutes long — Animaccord raised the brand making it a Top 5 favorite brands in Europe (BrandTrends, April 2018) and Top 10 most popular brands globally (BTEntertainment. Brand Popularity Index, Girls 3-6, April 2018). Today Masha and The Bear is considered as a YouTube hit breaking records with over 38 million views on the platform, which continues to increase. Each day, little fans and their parents enjoy the adventures, humor and songs of the amazingly charming Masha and her kindest friend Bear.

Let’s Sing Masha’s Songs Being very popular and beloved, the music of the Masha and The Bear series inspired Animaccord to create a special musical season Masha’s Songs which the team is working on and plans to release in 2019.The series will consist of 13 episodes, each 6.5 minutes long. The format of the cartoon is a synergy of 3D animation

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and 2D video clips. Each episode of the series will represent the popular song as well as feature local appearances, food and many other catchy attributes from the country that the episode is dedicated to.

Creating Pure Christmas Magic It’s no secret that the Masha and The Bear live show tours are always special occasions for kids and parents all over the world. Now Animaccord is excited to announce the upcoming release of its own developed Christmas musical

performance Masha and the Bear: A Very Detective Story created by the Animaccord team. The original scenery as well as the catchy plot and new songs performed by Masha brings the uniqueness of the new live show from the world’s favorite duo. The first shows will take place during the Christmas 2018 season in Estonia, Latvia, Israel, Russia, Hungary as well as Poland in 2019. The company pointed out that these are just the first steps and the live show will eventually be performed worldwide.

Collaborating with the Best in the Entertainment Industry To keep the brand at the highest level and ensure the exceptional quality of Masha and The Bear licensed goods and services for end-customers, Animaccord works only with market leaders. In 2018, the partnership between Animaccord and Leolandia, the most popular theme park in Italy, close to Milan, marks a milestone with the launch of the new themed area Masha and the Bear’s Woodland (La Foresta di Masha e Orso). It covers an area of 10,000 m2 with seven exclusive attractions and the first themed roller coaster specifically designed for young children.

Looking to new perspectives Celebrating the first jubilee year with the brightest achievements of Masha and the Bear throughout the world, Animaccord continues its focus on collaborating with new licensees to develop interesting and unique Masha and The Bear product lines or special projects. Moreover, this year Animaccord starts a new chapter in its business operation by taking on new brands to develop, distribute and promote globally.

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The UK has, historically, been the gateway to mainland Europe when it comes to licensed properties. A some level of breakaway from the EU now inevitable, do you think that the UK can still retain this position and, if so, why? Angeles Blanco: As long as the property and brand resonate with European and International audiences, then there is a market whether they have been successful in the UK or not. Europe is still such a diverse market and each territory has its own retail landscape. Historically the UK has taken the lead particularly with entertainment properties, however some home-grown properties outside of the UK have performed well in their territories and this has nothing to do with Brexit. We have also seen international licensed properties performing well across the other side of the channel but not so in the UK. There are many reasons for this they may not be on the “right” platform or they don’t strike a chord with the UK audience. At the end of the day if a property resonates with the consumer, through heritage, fashion trends or new platforms such as a TV series, movie or game then the demand will follow. Charlie Donaldson: There are certainly some countries in Europe that look to the UK for cultural leads and the UK has always been a centre of creativity and innovation. The UK’s creative drive and fashion sense existed before we went into the EU and

I’m sure it will continue following a distancing from the EU. Louise French: The UK is second only to the US in terms of sales of licensed goods, and as such holds significant influence in the global industry. The UK has historically been seen as a leader in terms of creativity and innovation, both in the licensing industry and beyond, and other EU and wider global markets consistently look to the UK market for trend insights and industry leadership. UK retailers and consumers will continue to seek out and embrace newness and originality, and the UK will continue to lead the field in these areas regardless of political legislation. Simon Gresswell: Yes. The British retail landscape and consumers will still be very valuable gauges of potential success within the continent of Europe. There’s no reason why English won’t continue to be the international language of the entertainment and licensing businesses, for the foreseeable future and the cultural, consumer product & media similarities between us and N America, still make the UK the best stepping stone into ‘our’ continent. Even in the longer-term, if hypothetically there was a huge shift of the dominant source of entertainment and licensed properties from the Americas to Asia, or elsewhere, the established communication base and consumer product markets, would stay the same. Helena Mansell-Stopher: The UK has a number of advantages, not least

With Brand Licensing Europe as a major focal point this Autumn, once again we have brought together a varied group of licensing indsutry players to give us their take on the British licensing industry and, of course, the impact that they believe Brexit (or no Brexit) will have on the business moving forwards.

Our experts Angeles Blanco Director of UK Licensing Beano Studios Charlie Donaldson Joint Managing Director Rocket Licensing Ltd Louise French VP Marketing. Beanstalk Simon Gresswell Chief Operating Officer Sanrio Global Ltd Helena Mansell-Stopher Director UK Licensing National Geographic Daryl Shute Brand Director Magic Light Pictures Chris Taday Director, Licensing Link Victoria Whellans Senior Business Development Manager Copyright Promotions David Williams Managing Director EMEA Global Icons Europe 161

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Angeles Blanco

the penetration of digital. This makes it is easier to drive a brand from the ground up than it is in many European markets that still rely heavily on TV advertisements – although they are catching up. I also feel that product design and creative input from the UK has a greater level of sophistication compared to many other markets. However, the fluctuation in currency values, the increase in the cost of production being passed down to the consumer, and the margin reduction to retail is impacting the market. Licensing does bring a point of difference to retail and is a strength in the UK, so the hope is that we can still lead, whatever Brexit deal is agreed. Daryl Shute: It’s an incredibly uncertain time for the UK and the EU at the moment. A ‘no deal’ Brexit is disastrous for everyone but as we race towards March 2019 it seems more and more likely that’s where we’re heading. As to whether we can retain the same position as before, I think it’s impossible to say at this stage. Historically the UK is a strong market for licensed products and overall our economy has shown in the past it can handle a few punches. But the true effect of Brexit, in whatever form, will take years to surface and that’s a scary position for everyone in the UK to be in right now.

Charlie Donaldson

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Chris Taday: The UK has a tremendously strong background in the development of original and robust IP. We have been traditionally stable in the development of new ideas and getting these to market. Some of the leading licensing programmes today are based on IP’s developed and created in the UK. For example, Paw Patrol, an original concept developed by Keith Chapman (who has a great heritage in the development of characters including Bob The Builder), Harry Potter from book, to films, to West End play via live event entertainment at Leavesden Studios. Aardman Animation carves out they own unique animated movies and projects. While many of these projects were born in more traditional times with linear broadcasting for the distribution of content, today there are no borders for launching an IP - whether

It’s an incredibly uncertain time for the UK and the EU at the moment. A ‘no deal’ Brexit is disastrous for everyone but as we race towards March 2019 it seems more and more likely that’s where we’re heading. Daryl Shute by YouTube or via one of many SVODs (Netflix / Amazon Prime). It’s how content is distributed and viewed will be the continuing change in the marketplace - and this will be without borders. LITTLE BABY BUM, is the world’s leading education channel on YouTube. The content is uploaded on a regular based, and it can be accessed anywhere in the world with wifi access. Victoria Whellans: The UK is the world’s second largest licensing market and has always been a source of creativity, inspiration and trends and I believe this will remain so. No matter what the outcome of Brexit, retailers and licensees will still benchmark a property’s performance in the UK when looking at its potential in other European markets. We’re likely to see changes in the UK licensing landscape and with the uncertainty of Brexit, some licensees have already started to look at UK manufacturing options or open offices in other countries within Europe. We may see this increase with The UK economy was among the fastest growing in the G7 group of developed economies before the leave vote and now we are one of the slowest. Charlie Donaldson some licensors opting to move their European HQs from the UK to other European cities. Whilst there may be a shift towards having a greater physical presence in other European countries, I still believe the UK will continue to hold its position within the global licensing marketplace despite the challenges that lay ahead. As a global agency with eight offices in other European countries in addition to the UK, CPLG has the ability to capitalise and respond to local op-

portunities from other European markets in addition to managing brands that have global appeal. A number of our licensors are based outside of the EU and whilst the UK will always remain a significant market and gateway to mainland Europe, we have the ability and infrastructure to act on local trends leveraging both global and local opportunities. David Williams: Global Icons work exclusively with global corporate brands, which typically means a brand extension remit across the key EU territories as a minimum; for this reason, we have not shared the traditional view for quite some time. As most licensing ‘hubs’ for Europe are in London, it’s natural the industry looks closer to home for opportunities and whilst corporate clients specify this in their RFQs, it’s unlikely to change in the short term.

In your opinion, do you think Brexit will affect licensing moving forwards? Purely from a licensing perspective, what do you see as the ideal ‘leaving’ scenario in terms of customs union etc? Angeles Blanco: For most of us, it is business as usual - focus and flexibility to adapt will be key. The current uncertainty has affected some UK licensees in a few product categories and I hear some are starting to invest in showrooms on the other side of the channel. Until we know if the UK will leave the UK Customs Union completely or if they negotiate a way to have some form of access for trading and on what terms, it is hard to say how the licensing sector will be affected for certain. Charlie Donaldson: A further devaluation of sterling following a “no deal” or “hard Brexit” would increase manufacturing price for those manufacturing products priced in US$ (as we saw after the initial vote) and these costs will have to be absorbed by licensee, retailer or the consumer, or a combination of these groups. The UK economy was among the fastest growing in the G7 group of developed economies

TOTAL LICENSING before the leave vote and now we are one of the slowest. Hopefully, we will agree a good deal with our biggest global trading partner and this will get the economy back on track. It’s the continuing story of stagnating wages, productivity and investment that’s putting a strain on the consumer and this is impacting on spending which, of course, includes spend on licensed products. Louise French: It is impossible for us to speculate on the impact of Brexit at this point. Although clearly, we will monitor the relevance and impact of any changes to legislation as it affects our clients and licensees, we still do not have a clear picture of the Brexit landscape, and it would be foolhardy for us to venture an opinion at this point or make business decisions based on speculation. Our business focus has always been, and will remain, on leveraging our roster of worldclass brands in multiple global markets to give consumers new and innovative ways to experience and engage with brands, and this will not change as we move towards Brexit. Regardless of legislation we believe that consumers will still want to engage with the brands they know and love, and retailers will seek to offer new products that answer this consumer demand. Simon Gresswell: Current polls say most people in this country think we will leave without a deal. If this results in a sort of ‘pay-as-you-go’ access to the EEA, then hypothetically, the ideal scenario for licensing (as a brand owner), is a kind of pay-as-you-go ‘contract’ that accommodates uncomplicated trade and uncomplicated IP laws/regs. A common misconception, fuelled by some of the press and some exiteers is that he UK will not be part of the continent of Europe, after Brexit. For the avoidance of doubt (Dear BBC news readers and editors…), the UK will still be part of the continent of Europe, when it leaves the EU, so we’d be fools to try not continue trying to do licensing business, with our nearest neighbours and fellow Europeans, regardless of one’s political and eco-

nomic views. Helena Mansell-Stopher: While Brexit will naturally have an impact on all industries, I think best to wait and see what the final decisions are before we begin to speculate on how this may or may not impact on our industry specifically. Daryl Shute: The majority of the UK licensing industry is reliant on the import of goods manufactured outside of our borders. The UK Government has to ensure the continued smooth passage of those goods into the UK retail market sector, whether that be ensuring there are no border delays for lorries passing from Calais to Dover; giving manufacturers the reassurance of continued conformity of trading standards regulations; or allowing importers relief from increased or additional trade tariffs of goods. If we can maintain that flow in the first year, then I believe it will give the import market some sense of assurance for the future. Chris Taday: The effects of Brexit are already being felt in the industry as exchange rates have affected the purchase price of commodities - so increasing the price of products but with retailers looking to maintain margin and keep the retail price down. Brexit has created a sense of uncertainty. The uncertainty potentially means a lack of risk taking - so new products whether licensed or unlicensed will not make the retail shelves. One of the critical changes that may come from leaving the union is the distribution of goods - to date retailers have been able to purchase from European licensees, and UK only licensees could potentially ship to their European counterparts. So the tightening of licensed territory may be a fundamental change, something that could have an effect on revenue of partners who may once have an option to amortize costs and have a “secondary market.” Victoria Whellans: Undoubtedly Brexit will affect the licensing industry. Whether it’s how we negotiate licens-

For the avoidance of doubt (Dear BBC news readers and editors…), the UK will still be part of the continent of Europe, when it leaves the EU, so we’d be fools to try not continue trying to do licensing business, with our nearest neighbours and fellow Europeans, Simon Gresswell ing agreements after Brexit or how trade between the EU countries will function. At the moment UK licensees are able to fulfil orders from retailers within the EU, and licensees from other countries within the EU can ship to UK customers, providing these are unsolicited sales. This will no longer be the case if we leave without a deal, although this may offer some protection from UK licensees who only sell to UK retailers, from licensees from other EU countries who sell out of territory under the Treaty of Rome. Uncertainty is never good for any business and we’ve already seen the effect of Brexit on exchange rates. Brexit is already having an impact on the licensing industry in terms of tougher trading conditions as the result of increasing costs of imported goods however, in the longer term it could bring more opportunities to forge relationships with partners outside the EU bringing with it innovation. If we break away from the Customs Union, any administrative and border delays will add costs and delays to supply chains limiting the ability to meet customer demands quickly, and as we know speed to market is becoming more and more important within the licensing world. However, the UK would be open to negotiate their own preferential trading agreements which could open up new opportunities from markets beyond the EU.A middle ground maybe the best scenario but this is dependent on what deal can be agreed.

Louise French

Simon Gresswell

David Williams: We believe Brexit will have an impact and have made some subtle adjustments to our business accordingly. As for the ideal leaving scenario, it would be a clean break; since this looks unlikely, our view is the market will make its own adjustments.

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TOTAL LICENSING EU duty harmonisation has been a key aim since the Treaty of Rome in 1956; whether it be VAT or another form of import tax, those better prepared will understand the likely benefits and exploit them accordingly.

The UK’s retail scene is, clearly, undergoing massive change with the loss of big chains such as Toys R Us and store closures that seem to be becoming the norm. How do you see the future of retail in the UK? Is the high street dead and is it all down to online shopping now? Helena Mansell-Stopher

Daryl Shute

Angeles Blanco: It is sad seeing closures but I do not think this is the death of the UK high street. There has definitely been a transition with the way technology is evolving. Making everything available to us at the press of a button is now a key part of our everyday life. Online shopping will continue to become even stronger and further establish itself as the norm. Being able to search online for a “good deal” and having it delivered to our doorstep without setting foot outside is very tempting! However, I feel there is still a need and a place for our traditional bricks and mortar retail outlets. You cannot re-create online that “tactile” feeling you get when entering a shop. Charlie Donaldson: The wider economic challenges are not helping traditional bricks and mortar retail as they get to grips with the changes in traditional shopping habits. The high street isn’t dead but it’s certainly going to be different in the future. TRU closure was a big blow but there are several retailer groups across grocery, value and fast fashion building, expanding and adapting successfully to the changing face of the high street. I’m sure further change will come and that it will bring a blend of good and bad news. I imagine that the new look high street will be made up of those organisations that offer great value product in an environment the consumer enjoys visiting. Louise French: It is certainly an inter-

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I feel there is still a need and a place for our traditional bricks and mortar retail outlets.You cannot re-create online that “tactile” feeling you get when entering a shop. Angeles Blanco esting time for retail and we continue to observe with interest the changing landscape as it affects our clients, licensees and consumers. Whilst the growth in online retail has certainly had an impact on some significant players and industries, others are responding with ever-increasing levels of service and creativity that is equally driving traffic into bricks and mortar stores. Research suggests that, contrary to popular belief, young consumers value the unique experience of a retail environment, and whilst they certainly use digital means to compare offers and prices, the unique aspects of traditional retail provide opportunities to engage with brands that is deeper than pure digital retail. Brands continue to respond to the demand for experiential retail with new store formats, pop-ups and innovative in-store experiences that combine the physical and digital worlds. Through these they continue to drive engagement with consumers, surprise and delight them and provide the all-important fuel for social media. Examples in the food space include the Unilever’s Make Your Own Magnum and Diageo owned brand Pimm’s popsicle pop-ups last summer at leading UK events including Wimbledon and retailers including Selfridges and Ocado. There is no doubt that online retail will continue to grow in significance and scale, however we believe that brands and traditional retail will continue to respond with innovations that give consumers greater brand engagement and choice, and will ultimately benefit all parties. Simon Gresswell: I don’t think even Mary Portas has a crystal ball on this one. It may well depend on who knows most about what their customers like and want from shopping and who can invest most effectively in the experience of shopping, in all as-

pects. So, I don’t think it’s just a case of ecommerce winning every battle based on total convenience, or bricks & mortar retail still having the unique opportunity to develop the sensory experience of shopping. I recently read a fascinating article in Marketing Week, about the varying success of loyalty schemes in the UK over the last few decades….suffice to say, there have been and still are many different ways that retailers try to reward customers, but the majority actually fail or experience significant shifts in customer behaviour….so I think we can still wonder if that could happen in the key battle grounds of retail and who knows, we could see a cyclical shift away from ecommerce at some point, based on people missing the sensory side of shopping. Helena Mansell-Stopher: The high street isn’t dead, but it will have to adapt, which is why retailers that are driving an ‘experience’ and a ‘point of difference’ are winning. The Entertainer, for instance, is driving in-store theatre. ASOS and others are driving fast fashion. Daryl Shute: Without doubt shopping habits have changed significantly across the globe in the past decade. The trend for quick and easy transactional shopping has taken consumers by storm and the mid-tier market has suffered as a result. It’s been very sad to see so many big retailers, that had both historical and sentimental connections, disappear from the UK highstreet these past few years (especially with the loss of so many jobs). Retailers will survive because consumers will always feel the need to consume - but they need to be smarter and really understand what their customers want so as to re-establish the loyalty that shoppers once had for their ‘go to’ store. Chris Taday: While it’s undeniable that the high street is undergoing tremendous change with numerous store groups closing over the last few years - including the likes of PoundWorld, Maplins, Jones The Bootmaker to out-of-town retailers such as Toys-R-

TOTAL LICENSING Us. There are ongoing changes and consolation in this landscape - as most recently demonstrated with Sport’s Direct purchase of the House of Fraser. Added to this is the constant negative noise around certain chains such as Mothercare and New Look. The obvious effect of retail closure is a decreasing amount of space available to suppliers - fewer retailers less shelf space However, as many retailers have demonstrated it is still possible to operate on the high street, with increasing revenues, from the likes of Primark, JD Sports, to The Entertainer. These retailers have the right products at the right price for their consumers. The Inditex Group has eight different formats of stores - these target specific consumers and they can react quickly to trends and utilize an extremely efficient stock replenishment delivery system. Over the last couple of years, new chains have opened including Tiger and Hema, that offer an everchanging range of products at affordable prices, ensuring the consumer visits the stores again to see what’s new. The key for retailers is the need to be increasing nimble to react quickly to fast changing fashion and trends the independent toy retailer was able to take stock of and sell Fidget Spinners before the larger players could place an order. The younger generation is growing up shopping online for goods and services anything from ordering a taxi (Uber), takeaways (Deliveroo/Uber Eats) to online shopping for groceries and articles of clothing. ASOS is a multi-billion pounds retailer that has developed a model based on ever-changing ranges and designs constantly moving the product ranges. In exactly the same way retailers are having to react to change so does licensing it needs to remain nimble and engage with all channels whether that is the high street, digital retailers or their own direct to consumer operation - we need to ensure that products are front and centre of the consumer. Victoria Whellans: With work, social and family commitments, many people are time poor. The convenience of buying online coupled with the ability to price check at the click of a button

Primark is proof that if you know your customer well, are clear about who you are and what you offer and can react quickly to trends, there are opportunities for growth, even without an ecommerce platform. Victoria Whellans can’t compare to shopping in stores which are often poorly staffed, difficult to navigate and contain limited stocks, not to mention parking restrictions which put people off visiting their local high streets. Even out of town shopping centres are suffering in light of online competition. However, online shopping is only partly to blame for the changing high street landscape with many store closures the result of increasing business rates and rental prices at a time when consumers are experiencing rising inflation and squeezed incomes with shoppers having less disposable income to spend in stores. Landlords need to look at enticing retailers back to the high street and in turn retailers enticing customers into their stores. Shops on the high street need to adapt to compete with online retailers. There are some retailers who have embraced technology and invested in their ecommerce platform to ensure they have the right online offering and are now seeing this pay off with increasing sales via their online stores. The key to future success for bricks and mortar retailers and shopping centres will be in offering customer’s unique services and experiences that give them a reason to visit and spend time in the store. Knowing your customer and giving them a reason to visit, spend time and come back are vital for long term success. Whilst the high street and out of town shopping centres are suffering, large upmarket retail centres such as Westfeld continue to expand. Whilst these shopping centres cannot compete with the breadth of ranges offered online, these malls contain social spaces where people can interact with one another and offer experiences where shoppers can touch, feel and interact with goods, something which you can’t get by buying online. Despite store closures making head-

line news and becoming the norm, Primark is one retailer that is bucking that trend reporting growth and opening more stores. Primark is proof that if you know your customer well, are clear about who you are and what you offer and can react quickly to trends, there are opportunities for growth, even without an ecommerce platform. David Williams: Research shows us consumers are investing more of their disposable income in experiences; the trend has been established for some time and some retailers made a concerted effort to address this, for example, Tesco with the acquisitions of Giraffe, Euphorium Bakery, Harris & Hoole to capitalise on captive audiences in space no longer paying its way. The wrong experiences or erosion of the core business by the discounters caused the experiment to be abandoned. Getting the ‘experience’ right is the challenge; if retailers can do this they can still thrive. Bicester Village appears to be delivering what consumers want, with consumers happy to travel significant distances for the experience. For more generic, low cost items, it’s hard to see why consumers would not buy online unless relevant incentives were available.

Of course all the retail changes mean big changes for licensed product and where consumers can purchase them. How do you see the industry, particularly in the children’s business, getting around this?

Chris Taday

Victoria Whellans

Angeles Blanco: The way we view and consume content has changed, and this starts from a very young age so the way we buy products has naturally followed. A combination of both traditional and online will be key going forward in order to be able to cater to all needs. Some IP owners already have their own brick and mortar stores as well as online shops so are able to maintain good sales of their licensed products via both channels. For others it will be a case of evolving and finding unique solutions with retailers to support licensed products.

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TOTAL LICENSING We can work closely with licensees and retailers to find more innovative ways of engaging with the consumer and increasing brand awareness within the target group through social media and special events.

David Williams

Charlie Donaldson: We have always had a dynamic retail environment and licensed brands have always been part of the retail landscape. If we continue to have brands that engage kids (and older consumers) and licensee partners creating fun and relevant product that consumers want to buy, I’m sure we will have retailers keen to take product. There isn’t the kind of appetite for risk and for trying new brands that existed a decade or so ago but that’s the challenge we have as a licensing community to deliver brands and content that will create consumer interest and drive sales. Louise French: All industries need to be mindful of the shifting retail landscape and respond with distribution strategies that include a range of channels and formats. The toy industry in particular has seen a seismic shift from bricks and mortar to online, driven largely by price competition and convenience. At Beanstalk we work primarily with brands in the corporate rather than entertainment space, but the challenges faced by digital retail are largely similar in all industries. By creating better and more engaging consumer experiences at bricks and mortar, I believe that brands will continue to effectively compete with and live alongside digital formats. Simon Gresswell: In terms of other ways of actually doing business, many DTC start-ups have disrupted the traditional retail-customer relationships in lifestyle products, like Dollar Shave Club and European equivalents. We will probably see this happen more in kids’ and consumer products categories. ‘Kid influencers’ are already making millions of dollars, with millions of followers on social media, from unboxing, playing with and rating toys. So toycos and other kids categories, may have the opportunity to build

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The key for retailers is the need to be increasing nimble to react quickly to fast changing fashion and trends. Chris Taday their brands further into a DTC business model and own, or at least partly own the direct relationship with their customers, especially if the toy retail sector continues to contract. Helena Mansell-Stopher: Online retailers are increasing choice, availability and depth of brands, which is welcome. High street retailers – such as The Entertainer or M&Co – who respond by bringing brands together in-store are winning in the character space. Daryl Shute: It’s been evident for some years now that the discount end of retail plays a significant part in the sale of licensed products. The highvolume sales these chains can deliver work wonders for large scale, global properties. For us with the Gruffalo brand, we have retained the mid-tier positioning that we launched at nearly 10 years ago (2009) and this continues to fit perfectly for our consumers. We’ve always believed in quality products that replicated the charm and wit of the original picture book and retailers such as John Lewis, Waterstones and Sainsbury’s continue to be central to the overall success of our licensing programme. So, I think there’s a place for everything and ultimately consumers will find what they’re looking for no matter where it’s for sale. Chris Taday: I’ve touched on this above with younger consumers focused on the digital space and as an industry, we need to embrace all channels. It’s not a case getting around the change it’s a case of moving and exploring new avenues. One of the growth categories for children and adult products has been with the rise of personalization with a number of licensees supplying ranges of products using licensed characters and adding that unique gifting element of a child’s name. With the bigger online retailers, it’s about getting characters used in the promotion and market-

ing of their sites - if the consumer is not aware of what’s available then it decreases the chances of being able to purchase (especially in the crowded digital environment). Outside of the digital space, we need to keep the story fresh and take new approaches to work with partner licensees Over the last few years, we have seen an increasing number of collaborations such as Stella McCartney x Little Miss and most recently Ted Baker x Beano. These campaigns, offer (hopefully) not only revenue but access to a different retail space, increasing the exposure of the brand and the opportunity for interesting product development. Keeping the character story fresh in the eyes of the consumer. It’s about finding new avenues for retail and this could also include festivals, live events or linking with fixed attractions - anything from a bespoke event at a shopping mall to working with one of the larger UK festivals. These potentially offer consumers exclusive products and designs linked to the moment - incremental sales. Victoria Whellans: Online retailers cannot compete with ability to provide customers with the opportunity to touch, feel and experience products before they buy. Bricks and mortar stores which can demonstrate their products and give shoppers the ability to try before they buy are a great way of providing an interactive experience. This is something that toy retailer The Entertainer is doing well - allowing children and their families to interact with toys in an environment which is fun, engaging and exciting - the very essence of what toys should be about. Strong sales people and good service is also key to a positive customer instore experience. Bricks and mortar retailers also need to ensure they have a strong ecommerce strategy alongside a positive in-store experience if they are to compete with online retailers. Brand owners and manufacturers need to embrace technology, putting a product on a shelf and hoping it sells isn’t enough anymore. Many consumers want to see their products in action before making a purchase this is

TOTAL LICENSING where unboxing videos, the use of social media and putting products in the hands of influencers can really be beneficial when selling products online. With big retail names such as Toys R Us closing, and other retailers closing less profitable stores, licensees need to be flexible and open to finding new routes to market and embracing new ways of reaching their end consumer. We’ve seen the likes of Merch by Amazon give licensors the opportunity to develop and launch their own products with a speed to market they wouldn’t get by working with a traditional retailer. This has given brand owners the ability to test designs and react very quickly to consumer trends. As the retail landscape changes, the licensing and retail community needs to work harder to adapt to changing shopping habits whilst continuing to meet customer demands. David Williams: We are not seeing any noticeable patterns emerging which would be inconsistent with other categories of consumer product; the steady migration to online continues for all.

In terms of licensed properties, what trends do you see emerging if any. Will the love of nostalgia continue? What do you think is driving this? What about the emergence of online and digital properties? Angeles Blanco: Nostalgia in my opinion will continue to be a big part in licensed products, however it is always important to continue to engage with a range of audiences – both old and new. The Beano celebrated its 80th Birthday this year and as the UK’s longest running comic breaks a Guinness World Record every week but we are always looking at ways to engage with new audiences beyond the comic. Parents that grew up with the Beano are more than happy, and perhaps even secretly excited to relive those years again through their children – and this is one key driver to keeping nostalgic brands alive. Through its history Beano has become an iconic British brand which parents trust. However, the media landscape and

how we consume brands has changed and continues to evolve. Online and digital properties are becoming part of everyday licensing. We launched Beano.com in 2017 and through this new digital network (the fastest growing Kids platform in the UK!) we connect directly with new fans producing content which retains Beano’s rebellious humour. Charlie Donaldson: Yes, I am sure nostalgia will continue. I think the trend is driven because it’s fun to make connections between key moments in life and the brands that were around at the time. Digital, online and gaming brands will continue to grow but just like every other sector the growth will be driven first and foremost by content that really engages the consumer rather than the sector it emerges from. Classic children’s literary brands will continue to flourish, and we are seeing this with The Very Hungry Caterpillar and Horrible Histories. The powerful combination of proven appeal, new licensed products, brand activity and content is a winning formula! Louise French: At Beanstalk we consistently monitor product, retail and consumer behaviour trends in order to create robust future-proof strategies for our clients. There are a number of key trends that we think are impacting the licensing business at present and are responding with a number of significant projects that uniquely address this based-on brand relevance. For example, in response to the demand for innovations in the health food sector we are launching a range of insect-based Bear Grylls branded health bars in Q4 this year. The insect powder product range consists of high-protein and energy insect powder bars that contain protein made with insect powder from Buffalo worms, which are grown in European Nostalgia continues to be a mainstream trend, as consumers look to embrace brands that are familiar and comforting in difficult political times. Louise French

insect farms. The new insect powder products are made from 100 per cent natural ingredients and flavours include apricot, cranberry and chia, dark chocolate and fig, orange and dark chocolate and apple, caramel and cinnamon. Nostalgia continues to be a mainstream trend, as consumers look to embrace brands that are familiar and comforting in difficult political times. The programme for leading Diageo beer brand Guinness spans both the nostalgic elements of the brand as well as the unique and distinctive flavour profile of the core product in an award-winning food and non-food programme that allows both existing and new consumers to experience the brand. Jewellery licensee Newbridge Silverware incorporates nostalgic elements from the Guinness archive to create premium collections of jewellery, gifting and homeware reflecting the rich history of the brand and was the recipient of a B&LLA Award for ‘Best Licensed Brand Gifting Product or Range’ in 2016. The increasingly fast-paced world of fashion has driven the trend for collaborations, and brands are seeing the benefit of partnering with brands in new areas for co-branded collections that build on the consumer demand for uniqueness and limited editions. Beanstalk’s digital media division Tinderbox works with leading digital gaming properties to leverage their significant global following into products that allow consumers to experience the games off-line. In Autumn 2018, Tinderbox client Call of Duty collaborated with leading streetwear brand HYPE to launch an apparel collection in line with the release of Call of Duty: Black Ops 4. The limitededition collection features hoodies, tshirts, and backpacks, leveraging the brand’s distinct core game colours of orange, black and white. Finally, the trend for digital gaming continues to gather pace with both traditional and digital retailers embracing the trend. Tinderbox recently signed ESL the world’s largest eSports company and since announcing the partnership, Tinderbox has been engaged in a number of discussions with

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TOTAL LICENSING potential licensee partners and will soon be announcing ESL’s first licensees. Simon Gresswell: I think we’ve been able to say for decades now, that ‘retro never goes of fashion’. But the popularity of retro is mainly down to the massive pop-cultural changes and progress of the last 70 years in consumer brands, music, fashion, lifestyle, big and small screen icons and characters and the rapid evolution of personal consumer electronics and individual global connectivity. If all things continue to change at warp factor 5, then retro is inevitably many fewer years ago and a retro image, product or brand graphic becomes old school quicker. Classic, proven characters seem once again to be under consideration and more and more preferable to entertainment-based, shorter-term hits (or misses). Whilst this has much to do with the cycle of licensing and the wider economic situation for retailers, other factors like the inevitable move away from the sensitive topic of food licensing and character-led promotions, will have an impact on what can actually be licensed. So, all brand owners will have to look to new categories and innovation, to continue to replace and grow revenues. Online and digital properties are inevitably growing, as the sophistication of the tech, delivery and activation continues to increase. Something that might have seemed inconceivable just a few years ago, is now a phenomenon. Witness the incredible rise of esports leagues and teams in the US and worldwide, throwing up new heroes to follow on both sides of a screen…. Helena Mansell-Stopher: Nostalgia will always be a constant but the form will differ. Nostalgia properties based on food, publishing or TV shows, say, all make different demands on licensing. Gaming properties will start to gain more market share as online retail expands. I also feel that as we become more aware of the impact we have on the environment there will be a trend towards ‘socially aware’ brands at retail. Certainly the National Geo-

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graphic campaign is well positioned to meet this need. Daryl Shute: Content consumers want engaging characters, good storytelling and a world they can either relate to or lose themselves in. This need for good content – take Stranger Things from Netflix as an example – when translated to fun, innovative and well-executed ranges of licensed product is a winning combination. In order to deliver this, licensors need to invest in well-thought-through NPD data; extensive consumer research on trends; exciting product launches; and experiential retail executions so that fans can connect with their favourite brands on multiple levels. It’s great to see so many cherished characters celebrating milestone anniversaries in the coming year – Mickey’s 90th, The Very Hungry Caterpillar’s 50th and our youngster The Gruffalo his 20th. These are wonderful characters that consumers have grown up with, passed to their young ones and continue to bring so much delight to each generation. I think the trend is stayingpower. Do that cleverly and strategically and you’ve got a winning brand on your hands. Chris Taday: Over the last few years, Harry Potter has become a dominant global force in licensing - driven by consumers, that when they were younger, read the books and went to the cinema to see the original films. At the time the release of the books and the launch of the next film were major entertainment events. They have a strong emotional link to the characters and stories, so are looking to buy back in greater depth to the merchandising programme. The programme is supported by new books, plays, films, and attractions - keeping the brand moving forward. From our own perspective, Build-a-Bear has recently had its 20th anniversary - so we now have a generation of consumers that once visited the store at 10 years old (and maybe attended a birthday party) - they will have a strong positive response to the brand. It’s about capitalizing on this. Nostalgia is being driven by social media and multi-

Gaming properties will start to gain market share as online retail expands. I also feel that as we become more aware of the impact we have on the environment there will be a trend towards ‘socially aware’ brands at retail. Helena Mansell-Stopher channel broadcasting. People are able to share quickly memories from the past - remembering shows and brands that were important to them growing up. The older shows are constantly screened on multi-channel television or can be found online. It’s the iconic nature of the brands mixed with their strong telling that is driving the merchandising programmes - so most recently has been the growth of Friends merchandise even though the last episode was screened in 2004. Online and digital properties are rising with YouTube being an important channel for consumers. Little Baby Bum was launched in 2014 and currently has over 20 billion views on YouTube - from this product and live shows have been launched. Netflix and Amazon Prime are investing heavily in original programming - with these channels the consumer is choosing when to view and not dictated too by a broadcaster. Brands are rising from within social media such as Tasty from Buzz Feed. As agents we need to keep our eyes across all formats traditional television, online including social media and SVOD. Gaming is increasingly important, the support for e-sports is tremendous with events being viewed and attended by thousands of people - there are passion groups for some games gaining global traction in a younger audience quickly. And here its about reacting to that trend to deliver merchandise, which may be outside the traditional buying cycle for retailers. Victoria Whellans: All generations experience a nostalgia to their younger days and there will always be a place for nostalgia within licensing. As brands engage with nostalgia marketing to target consumers, in particular the millennial generation, who are keen to relive positive memories from their past, we will continue to see nos-

TOTAL LICENSING talgia prevalent throughout the licensing industry. We’ve seen it with the relaunch of Pokemon, the emergence of 90s movie logos at fashion retailers, even retro design features used in completely new shows like Stranger Things. There will always be a place for nostalgia as brands look to connect with consumers at a deeper, emotional level. Looking back to a time when life was simpler, provides fond memories, a level of comfort and a welcomed distraction from a world which is fast-paced, every changing and overloaded with information. Whilst nostalgia will remain, the trends that I see coming through are from the digital world. With the increased use of social media, brands such as Emoji, Pusheen, Line Friends are becoming more prevalent within licensing. Buzzfeed, Netflix, YouTube and the rise of social media stars are also bringing with them new licensing opportunities where brands can interact with their fans, spot trends, market and launch products quicker and easier than ever before. David Williams: Our corporate clients have long term brand building goals in mind and would rather avoid some of the short term trends we see in certain product categories, as they are seldom equity enhancing. Our clients share brand insight data with us, which enables us to remain focused. Nostalgia is important to established brands; if the themes are in line with our client objectives we will always try and find solutions with new or existing licensees. There are a couple of online developments we are currently looking at, which relate to block chain technology; this could be an interesting market for licensing opportunities.

Finally, with some form of Brexit in mind, do you see the UK licensing market changing in the next couple of years? Do you see it strengthening or weakening as a result? Angeles Blanco: A change is inevitable in the UK licensing market but not just because of Brexit. The licensing market in the UK is changing in line with the way we interact with brands, tech-

nology, consumer needs and changing retail landscape. We may face a bit of uncertainty and it may be tough for a while but I don’t see the UK licensing market weakening just yet. Again, the key is to remain flexible and be able to adapt to changing market conditions and trends. Charlie Donaldson: I think a Brexit deal which allows us to get back to a strong and vibrant economy is essential for everyone in the UK. A good deal Brexit will see licensing strengthen along with other consumer driven sectors. Brexit aside, I am sure licensing will change over the next few years, there will be new brands and some brands will decline, there may be changes to the mix of licensed products, but retail will probably see the biggest changes. Louise French: We believe that the UK will continue to be seen as an innovator in terms of products, properties and retail. Regardless of the outcome of Brexit, the UK will continue to lead the world in its drive for innovation, experiential retail and a consumer willing and hungry to trial new things. Simon Gresswell: Very hard to say. It does really depend on the terms (or not) of Brexit, as mentioned above. Helena Mansell-Stopher: While Brexit will naturally have an impact on all industries, I think best to wait and see what the final decisions are before we begin to speculate on how this may or may not impact on our industry specifically. We can only hope that there’s a satisfactory deal – one that allows companies to continue their business outside of the UK, and that doesn’t encourage retail to looks for easier partnerships in mainland Europe. Daryl Shute: Overall the UK economy is resilient and will handle the outcome it’s presented with over the coming 12 months. I think it’s inevitable that things are going to change and we will need to think a little more smartly about how we keep a number

Nostalgia is important to established brands; if the themes are in line with our client objectives we will always try and find solutions with new or existing licensees. David Williams of industries afloat. Specifically, with licensing, each area has to take some responsibility: licensors, manufacturers, retailers and consumers, in order to ensure the continued development of IP and delivery of licensed goods. But we have to believe that we’ll push through this and be stronger eventually. Victoria Whellans: There are still a lot of unknowns including the impact Brexit will have on UK commissioned shows or EU funding for kid’s producers which would directly affect the licensing industry. Brexit will undoubtedly lead to changes in the way of doing business. Providing we stay flexible, open to forging new relationships and continue to innovate, there is no reason why the licensing industry shouldn’t continue to flourish. We are already seeing some licensees look at UK manufacturing as a different way of working and many businesses preparing for what lies ahead. Whatever the outcome of the Brexit negotiations, the licensing community will need to work together, react and adapt accordingly and respond to opportunities and challenges, but above all remain flexible and open to new ways of working. David Williams: Some elements of the licensing market, certainly on the agency side are already changing. More business is being done in the remainder of the EU; this is likely the result of action being taken in anticipation of Brexit. Our view is Europe will take a bigger share of the overall licensed product market; however, I wouldn’t say it necessarily means the UK will naturally weaken. Other dynamics are more likely to weaken the UK, for example, if German consumers were to suddenly embrace international licensed brands, we could experience a shift in importance.

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Tulipop A year of rapid growth Icelandic character-based lifestyle brand Tulipop has enjoyed a year of rapid growth and global expansion. Founded in 2010 by celebrated Icelandic illustrator Signy Kolbeinsdottir and marketing expert Helga Arnadottir, the absurd and surprising island of Tulipop is drawn from an eclectic Icelandic heritage with ideas inspired by its ancient stories and dramatic landscapes. Both cute and gothic, with a stylish modern twist, the multipleaward-winning design brand has been expanding internationally with a range of high-quality products currently available in stores across Europe and the US as well as the online Tulishop and its recently opened Tulipop store on Amazon UK. An animated version of this magical world has enjoyed soaraway success on its own YouTube channel, now available in English, Spanish and German. The first series of 10 2’30” episodes of the quirky and playful characters who inhabit the absurd and surprising island of Tulipop now have close to 2m views, with 60% of views coming from North America and the UK.The online series has also been sold to RUV, the Icelandic National Broadcasting Service and a further 10 webisodes are now in production. These will again be coproduced with leading multi-platform kids’ network WildBrain, written by Tobi Wilson and Brydie Lee-Kennedy (The Amazing World of Gumball). Following the strong reaction to the YouTube episodes and Tulipop’s successful presentation at Cartoon Forum and MIP Junior in 2017, Tulipop has now entered a co-production deal with Banijay Group’s Zodiak Kids for an animated children’s television se-

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ries for worldwide distribution. Development of the series, based on the characters and landscapes of the Tulipop brand and capturing its Icelandic spirit and creativity, began this summer. Zodiak Kids will hold the world-

wide audio-visual distribution rights (excluding the Nordic territories) to the series. Tulipop retains distribution rights in the Nordics alongside the global licensing and merchandising rights to the brand. International licensing is fast growing. A host of premier licensees were secured in the US across key categories, including accessories from Loungefly, apparel from Mighty Fine, stationery from Pyramid, socks from Mad Dog and bedding from Jay Franco, joining Toynami’s collectible and plush range.

The products received an exclusive US retail launch in Hot Topic stores across the country. The leading pop culture retailer has 600+ stores in the US plus a web shop online. The stylish new Tulipop flagship store in central Reykjavik opened its doors in July 2017 and has already become a popular tourist destination – in an average week 85% of visitors are tourists with 30% of shoppers making a purchase – and recently won Freyjusómi, the award for best new addition to Reykjavík main shopping street in 2018. To further raise the store’s profile Tulipop hired leading travel PR agency White Tiger PR to run a programme targeting tourists visiting Iceland. Tulipop also launched its first clothing collection this year with a debut range from its prestigious new licensee 66° North, awardwinning outdoor clothing specialists. The colourful, limited edition capsule collection for well dressed young adventurers has enjoyed strong sales. As it turns its attention to the UK, where it sees great potential for the brand, Tulipop recently appointed Sarah Fletcher of Maximum Licensing as UK agent to help in embarking on a consumer products programme. With her fashion experience and proven track record of successfully building and commercialising design-led IP across licensing, marketing, product, and retail divisions, Sarah believes there is a real opportunity in the market for this stand-out quirky, design-led lifestyle brand with broad appeal. Tulipop are on stand C103 at BLE

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“If you can dream, you can do it. Always remember that this whole thing was started by a mouse!”71

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HAPPY BIRTHDAY

The 18th November this year sees the 90th birthday of probably the best known iconic character ever - Walt Disney’s extraordinary creation, Mickey Mouse. Mickey made his theatrical debut in Steamboat Willie - the first-ever full synchronised sound animated cartoon short. And the rest, as they say, is history. Total Licensing talked to some of the key executives at The Walt Disney Company to get their take on why Mickey has endured and strengthened over the years, when so many other characters have come and gone, and what makes Mickey the multi-generational icon that he is today. Firstly, we talked to Rebecca Cline, Director of Archives, The Walt Disney Company.

From the very beginning, Mickey has always had multi-generational appeal. Why do you think this is? Rebecca Cline, “I think Mickey’s multigenerational appeal comes directly from the filmmaking philosophies of Walt Disney himself. In 1966, when the Studio re-released Bambi, Walt was asked a similar question about his films. He said then, “…we make films that children can enjoy along with their parents.” That applies to his characters too. In another interview, Walt said “We think of the family audience. Mickey Mouse would not have been the success he was were it not for the broad appeal.”

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Clearly Mickey is iconic around the world - it is often said he is better known than Santa Claus. Why do you think his popularity has endured? “Mickey Mouse was an instant hit when he debuted in New York on November 18, 1928. And almost immediately his popularity transcended borders the world over. In 1934 Walt was asked to explain Mickey’s global popularity. He said then that “the Mickey audience is not made up of people; it has no racial, national, political, religious or social differences or affiliations; the Mickey audience is made up of parts of people, of that deathless, precious, ageless, absolutely primitive remnant of something in every world-wracked human being which makes us play with children’s toys and laugh without selfconsciousness at silly things, and sing in bathtubs, and dream and believe that our babies are uniquely beautiful. You know, the Mickey in us.” And in the eighty-four years since, that hasn’t changed one bit. As Walt also said, “Mickey was simply a little personality assigned to the purposes of laughter. And laughter is a universal language.” Elizabeth Spatz, Senior Archivist at Disney Parks, Experiences and Consumer Products takes up the story. “Less than one year af-

ter his 1928 debut in “Steamboat Willie,” Mickey Mouse had become a globally-recognized character, with a Mickey Mouse cartoon having played in practically every first-run theater in the world, according to an article in Motion Picture News in September 1929. It was clear the world wanted to see more of Mickey, so Walt Disney filed for a patent of a Mickey Mouse toy design in October of 1929, as Mickey’s popularity was on the rise.”

Can you tell us something about the background and early years of Mickey and, specifically, Mickey merchandise? “One of the earliest renditions of a Mickey product was created by a woman named Charlotte Clark, whose home-sewn Mickey dolls were favored by Walt and Roy and have become one of most sought-after Disney collectibles. Officially launching the company’s first character merchandise contract in 1930, Walt and Roy were commit-

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ted to producing the highest quality likenesses of Mickey for his adoring fans of all ages, licensing a variety of merchandize that included handkerchiefs, costume jewelry, stationery, and dolls. Among the most popular early Mickey dolls were those produced by the Steiff Company of Germany, whose 1931 version of Mickey was such a fan favorite, it has been recreated for Mickey’s 90th anniversary as a timeless tribute to Mickey, the True Original.

introduced by the Ingersoll-Waterbury Company at the Chicago World’s Fair in 1933. The sales of the watch rescued the struggling Ingersoll company from bankruptcy – at one point Macy’s sold 11,000 watches in a single day – and launched the iconic timepiece which is still a favorite accessory today. The popularity of Mickey also helped the Lionel Train Company prevail through receivership from the sales of a Mickey and Minnie Handcar over the holidays in 1934. In the same year, Mickey inspired the Post Toasties Cereal Company to license the images of Mickey and his friends for games and cut-out activities on their cereal boxes, enabling children to create their own stories with their favorite Disney characters. By 1935, there were Disney merchandising offices in Lisbon, London, Madrid, Milan, Paris, and Stockholm, supporting the development of more than 125 different licensing agreements, with Mickey as their primary character.” Mickey was not only the star of the first-ever fully synchonised sound animated cartoon, but over the years he

has scored so many other ‘firsts.’ He was featured on the first ever licensed Disney merchandise - a child’s writing tablet which was sold in 1930.Walt received $300! He was the first cartoon character to speak and his first words were ‘hot dogs!’ He was the first cartoon character to earn a star on the Hollywood Walk of Fame for his 50th anniversary in 1978, and there are so many more. For a mouse that was originally going to be called Mortimer and was voiced by Walt Disney for almost twenty years, Mickey became a merchandising hit the world over. After the success of the tablet, further offers followed. The first merchandising contract Roy signed was with George Borgfeldt & Company. The deal allowed the New York-based company to manufacture and sell “figures and toys of various materials, embodying design of comic Mice known as Minnie and Mickey Mouse, appearing in copyrighted motion pictures.” Disney received a 2.5% royalty for products selling for fifty cents or less, and 5% for items costing more. Walt then expanded on marketing Mickey by having him appear in a comic strip

Walt Disney and Charlotte Clark plush

Do you have any information about early Mickey licensed merchandise? I believe the first product was a children’s writing tablet but do you have any more information about the popularity of Mickey products in the early days? “During a trip to New York in early 1930, Walt was approached by a business man offering him $300 for the right to use Mickey’s image on a school writing tablet. This became the first official licensed Disney product, and Walt recognized that the opportunity to promote Mickey Mouse merchandise was at hand. Employing an advertising team to escalate the licensing and marketing strategy for their merchandise, Walt and Roy Disney were able to expand the scope of Mickey Mouse products worldwide. One of the most globally recognized icons of popular culture is the original Mickey Mouse watch,

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Rebecca Cline, Director of Archives,The Walt Disney Company.

Elizabeth Spatz, Senior Archivist at Disney Parks, Experiences and Consumer Products

Josh Silverman, EVP, Global Product Commercialization, Disney Consumer Products Comercialization

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for newspapers, which was immediately followed by an offer of syndication. Mickey began to bring in much-needed revenue for the Walt and his brother Roy, but they realised that there was potential for a lot more. In 1932, Walt received a phone call from somebody called Herman “Kay” Kamen, a Kansas City advertising man. He had a vision of putting a Disney character in every home in America. Walt was intrigued by his proposals and invited him out to California. During their meeting, Walt and Roy learned that not only did Kamen have some unique ideas, but they also agreed with Walt and roy’s vision of only allowing high quality merchandise to carry the Disney name. On July 1, 1932, Kamen signed with the Disney brothers. The deal apparently was based on a 50/50 split of the profits. It wasn’t long before Mickey could be found in department stores everywhere, adorning a huge array of products including toys, wallpaper, phonographs, napkins, books, all types of clothing, hairbrushes and more. Mickey products extended beyond the store shelves as well, thanks to yearly merchandising catalogs published by Kamen. Of course, a result of Mickey’s tremendous merchandising success was that Walt Disney was able to start work on Snow White and the Seven Dwarfs, which cost an unheard-of $2 million to make. The film was a smash hit and, apart from anything else, enabled Disney to build a new state-ofthe art studio in Burbank. And the story just goes on. Bringing us up to date, we talked to Josh Silverman, EVP, Global Product Commer-

cialization, Disney Consumer Products Comercialization.

How does Disney keep the Mickey brand fresh and relevant for new audiences? “Binding generations together more than any other animated character, Mickey Mouse is the ‘True Original’ who reminds people of all ages of the benefits of laughter, optimism and hope. To date, Mickey Mouse has appeared in more than 120 animated titles and can currently be seen in Mickey Mouse animated shorts, Mickey Mouse Clubhouse and Mickey and the Roadster Racers on Disney Channel and Disney Junior. Mickey has been featured in more than 30,000 books, magazines and comics. Not only does he appear in the world’s most famous theme parks, he also stars in multiple touring productions such as Disney On Ice and Disney Live! and continues to fulfill his role as the icon for everything Disney. As the #1 licensed character franchise

in the world, Disney works continuously to collaborate with the top licensees in emerging spaces to create products and experiences that help extend Mickey’s brand and reach audiences of all ages. A great example of this is Disney’s recent collaboration with fashion brand Opening Ceremony, who helped kick off the Mickey True Original campaign for Mickey in March with a groundbreaking fashion show inside Disneyland – the first in 40 years. The fashion show, which was attended by 500 celebrities, influencers, media and fans, included pieces inspired by Mickey Mouse, some of which went on sale immediately following the event.”

What plans do you have to celebrate Mickey’s 90th birthday in terms of merchandise? “When we began thinking around how to celebrate such an icon and Mickey’s legacy, what became obvious is the love for Mickey transcends generations and cultures, globally. Our True Original campaign celebrates Mickey’s

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heritage and status as a pop culture icon, spanning 90 years, through collaborations with best-in-class partners for all demographics – from toys, apparel, home accessories, consumables, publishing, games and more. Mickey has inspired other original brands that are recognized as pioneers in their field, feeding back into the True Original thematic which fans will see as a common thread throughout our merchandise assortment. Dedicated branding and new graphics highlighting Mickey as a True Original will be incorporated across new collaborations. New lines from Forever 21, Target, Marc Jacobs,Vans, Just Play, Disney store exclusives and many more will be launching this Fall.”

his universal appeal and ability to emotionally connect with generations all over the world, no other character quite occupies a similar space in the hearts and minds of a global fanbase. Mickey continues to inspire artists, musicians and fashion designers from around the globe. His iconic ears have been shot by Herb Ritz, Patrick Demarchelier and Tim Burton and have been worn by the likes of Naomi Campbell, Madonna, Rita Ora, Karlie Kloss and Georgia May Jagger to name a few. Over the past years, Mickey Mouse has inspired brands such as Marc Jacobs, Zara, Opening Ceremony, Coach, Comme des Garcon, Iceberg, Kiehls, Uniqlo, Ethan Allen and Target to name a few.”

Mickey is one of the very few properties that has achieved success at both ends of the retail market – from mass to high-end couture. Why?

Finally, of course, what plans do you have beyond the birthday and into the next few years?

“Mickey Mouse brings an iconic element to every collaboration, which makes him one of the most coveted pop culture inspirations for fast fashion and luxury brands alike. Disney design collaborations are less about obvious character placement and more about creating beautiful designs where the characters and details tell a story as part of the product. And with a rich storytelling heritage, Mickey design collaborations are fashionable and fun. With

“The company will continue to celebrate Mickey’s 90th through 2019 with new merchandise assortments, experiences, events and celebrations across Disney Parks and Resorts, and more.” As Rebecca Cline concludes, “Without a doubt Mickey has a very broad appeal on screen, in person and in merchandise – from the laughing baby reaching out to touch Mickey’s nose, to the teen proudly wearing a Mickey Mouse sweatshirt, to fond grandparents reminiscing about running

home from school to watch the Mickey Mouse Club. Part of Mickey’s appeal is his cute appearance, all round circles and primary colors, but more importantly, it is also his sweet demeanor and his positive qualities that appeal to the good nature in all of us.” Happy birthday Mickey Mouse. Here’s to the next 90 years!

10 THINGS YOU DIDN’T KNOW ABOUT MICKEY MOUSE

• On 18th November 1928, Mickey Mouse made his theatrical debut in Steamboat Willie, the first-ever fully synchronised sound animated short cartoon. • Mickey Mouse was voiced by his creator Walt Disney for almost 20 years. • For his 50th anniversary in 1978, Mickey became the first cartoon character to earn a star on the Hollywood Walk of Fame. • In 1932 Walt Disney received his first Academy Award®, one of them being a Special Award for the creation of Mickey Mouse. • Mickey was originally going to be called Mortimer. • He was the first cartoon character to speak and his first words were ‘Hot Dogs!’ • An oversize Mickey Mouse balloon first made its appearance in the 1934 Macy’s Thanksgiving Parade in New York City, and Disney characters have been popular subjects for the parade ever since. • Mickey Mouse was featured on the very first licensed Disney merchandise – a child’s writing tablet which was sold in 1930. • Mickey has four fingers on each hand, a choice that was first and foremost aesthetic. • To date, Mickey has appeared in more than 120 animated titles.

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2019 marks 130th anniversary of Charlie Chaplin’s birth As Chaplin fans get ready to celebrate his 130th birthday in April 2019, the Chaplin rights holding companies are preparing to commemorate the year with a number of new and existing partnerships, exhibitions and events. To support the anniversary, a 130th logo competition was launched in July 2018. A jury including members of the Chaplin family will pick the eventual winning logo which will then run alongside all 2019 events. If they could not see the exhibition Chaplin: A Vision at the Yuz Museum in Shanghai in 2018, French fans will be delighted that Autumn 2019 will see two new exhibitions in France – on Chaplin’s music and sound at the Philharmonie de Paris, and on his influence on the arts at the Musée d’Arts in Nantes. Chaplin related stage shows are proving popular – whether film remakes including Limelight by Toho in Japan, The Great Dictator at the Norrebro in Copenhagen – or plays on his amazing rags to riches life story. Chaplin The Musical by Chris Curtis begins a German/Austrian tour this Fall and reprised for 10 weeks in Brazil. Composer Carl Davis will première a biographical ballet on Chaplin at the Slovakian

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National Opera house in March 2019, and new concert programme “With A Smile, Chaplin’s World in Concert” will be available for orchestras worldwide from autumn 2019 to add to the program of live orchestral screenings of Chaplin’s beloved silent films, from Shoulder Arms to Modern Times. The collaboration with licensee Chaplin’s World – a family museum in Chaplin’s home of 25 years in Corsier sur Vevey Switzerland which has seen more than 500,000 visitors since opening in 2016, and retains a 5-Star score on Tripadvisor – continues. A wide range of Chaplin merchandise of all kinds is sold in the on-site boutique, and Chaplin’s World partnered this July with Cailler for a second “kitchen-

themed” boutique selling Swiss chocolate and kitchen utensils. Visitors to Chaplin’s World can stay in 4-star Chaplin themed Modern Times Hotel, a few minutes away – soon to celebrate its third anniversary. Chaplin related artwork products are popular, with licensees PopCultArt and Nautilus Art prints releasing new poster art for several films and the talented Michael Cartellone still selling his amazing Tramp portrait art prints. Following the success of her first set of greeting cards carrying Chaplin quotations, Swiss licensee Astrid Meyer is releasing a new collection. Chaplin comic strips and books were all the rage in the 1920s and 30s and

TOTAL LICENSING licensee De Varly Editions has committed to publishing reproductions of all the French editions beginning with Charlot au Regiment, and Charlot Champion Olympique. Chaplin’s granddaughter Laura Chaplin continues to paint images inspired by her grandfather’s work, and in 2018 buses in Lausanne and Geneva were decorated with her Chaplin paintings. Her Chaplin design watches are available from Gagnebain. Lionel Meylan in Vevey, Switzerland, is selling beautiful limited edition Jaeger LeCoultre Reverso Chaplin watches. In 2018 R. John Wright Dolls released a fantastic hand-made limited-edition Chaplin doll commemorating the 100th anniversary of the film A Dog’s Life. Draeger (formerly La Carterie/Nouvelles Images) renewed its license for Chaplin wall stickers and licensee Pictura continues to release a Chaplin photo calendar every year. Infinite Statue’s second limited edition Chaplin statue, this time commemorating The Kid, sold out as soon shipment began. French licensee Prime renewed its longstanding license for © 2018 by R. John Wright Dolls, Inc

Chaplin fèves (porcelain figurines to hide in epiphany cakes), and high quality made-in-France woven Chaplin tea towels are available from Tissage Moutet. Everybody loves the fun, new wind-up Chaplin toys by Spanish licensee Protocol SL and the fun Flipbook kits featuring the famous bread roll dance from The Gold Rush available from Wackystuff Inc. “It’s exciting to see the licensing continue and we are very much looking forward to celebrating Chaplin’s 130th anniversary with so many collaborators,” said Kate Guyonvarch, Chaplin business manager. “Over the years, the Little Tramp figure has come to represent not only the ragged, mischievous, resilient character from the films, but also Chaplin’s own humanism and modernism, as well as his professional talent, individualism, and idiosyncracy. These are all attri-

Chaplin in the film Sunnyside, which celebrates its 100th anniversary in 2019

butes that today’s entrepreneurs and decision makers want and need to be recognised for, so the Chaplin image still has incredible value in these modern times. 2020 will mark the anniversary of one of Chaplin’s greatest films – The Great Dictator. The final speech from the film is an internet hit today, and audio from the speech has been licensed for incorporation by hundreds of modern musicians into their own works. The Chaplin office is currently looking for licensees interested in developing items around the universal values depicted by Chaplin in this iconic film, and the final speech in particular. And 2021 will see the 100th anniversary of film The Kid. A feature length animated film inspired by the story is in production for release in 2021, with art by Christian Volckmann, and Kate Buyonvarch is currently seeking licensees for stationery and other articles carrying the famous and now iconic photographs from the 1921 film. With over 1.3 million Facebook followers, and full houses at the film, theatre and concert events worldwide, Charlie Chaplin continues to be loved the world over.

For more information visit www.charliechaplin.com

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A POWERHOUSE OF FRANCHISES FROM UNIVERSAL Universal Brand Development returns to Brand Licensing Europe 2018 with a powerhouse slate of franchises from the company’s film and television creative partners including Universal Pictures, Illumination and DreamWorks. The gate to Brand Licensing Europe opens with Jurassic World. This summer, Jurassic World: Fallen Kingdom, the fifth movie instalment from the franchise, thrilled audiences, broke box office records and inspired UBD’s most ambitious licensing effort ever. The themes of high-stakesadventure where humans and dinosaurs co-exist are irresistible, and licensees are now committing for the long term, enticed by the multi-platform content pipeline which is laid out through 2021 and includes two, 22-minute broadcast animated specials in 2018 and a new blockbuster movie in 2021. Fast and Furious continues to rev its engine, with the spin-off film starring Dwayne Johnson and Jason Statham coming in August 2019, and Chapter 9 in the blockbuster saga franchise arriving in April 2020. Additionally, younger fans can look forward to an all-new animated series coming to Netflix in 2019. Coming in April 2019, Robert Downey Jr brings a signature new take on a very particular genius in The Voyage of Doctor Dolittle, a sweeping adventure directed by Academy Award winner Stephen Gaghan. Based on the enduring tales imagined by Hugh Lofting, the epic journey will include the incredible voice talents of Octavia Spencer, Marion Cotillard, Frances de la Tour, Selena Gomez, Rami Malek, Carmen Ejogo, Craig Robinson, Tom Holland, Kumail Nanjiani, John Cena, Ralph Fiennes and Emma Thompson.

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DreamWorks Trolls has grown to become one of the largest girls’ entertainment brands in the world. In 2018, Poppy, Branch and all of Trolls Village returned in the all-new Netflix original series, DreamWorks Trolls: The Beat Goes On! Picking up where the blockbuster film left off, the 2D animated television series is an exciting

chapter in the Trolls’ adventures and features a soundtrack full of brand new original music. DreamWorks Trolls World Tour, the follow up to the 2016 breakout hit starring Anna Kendrick and Justin Timberlake, is set to debut in theatres on April 2020, and global master toy partner Hasbro continues to expand the breadth and scope of its toy collection, which supports the film franchise as well as the highly popular Netflix original series, DreamWorks Trolls The Beat Goes On! The next highly anticipated film in the beloved DreamWorks How to Train Your Dragon franchise, How to Train Your Dragon:The Hidden World, is set for release in January 2019. The franchise has clocked up a massive $1b in global box office sales over the first two movies, and with

the successful animated DreamWorks Dragons TV series, available on Netflix and key free-to-air platforms across the region, DreamWorks Dragons is a priority brand with huge untapped potential in Europe. Also part of the DreamWorks portfolio is the award-winning Netflix original series, DreamWorks Spirit Riding Free. A coming-of-age story about three best friends, the horses they love and a world of adventure, the show is resonating with young girls in the US, where the consumer product programme has gone mass. The franchise is now rolling out across EMEA. Free-to-air broadcast partnerships have been secured across the G6 markets with POP on board in the UK, Super RTL in Germany and DEAKids in Italy and toys from Just Play and Playmobil set to launch in September 2018. The newly imagined version of Dr. Seuss’ The Grinch, starring Benedict Cumberbatch voicing The Grinch, is set to be the holiday movie of the year when it is released in cinemas in November 2018. Also, from Illumination, The Secret Life of Pets 2 will make its being screen debut in June 2019, and, in 2020, fans can look forward to both Minions 2 and Sing 2. Universal Brand Development is inviting licensees and retailers to unlock the U-Vault for untapped classic brands. Universal’s U-Vault, anarchive, which is 105 years old and contains many of the biggest movies and most popular TV shows ever made offers new opportunities – from Universal Monsters and Jaws, to Back to the Future and Felix the Cat. Universal Brand Development will be exhibiting in the Grand Hall at Stand D60 at BLE.

TOTAL LICENSING By Alice Yang Licensing Project Manager China Toy & Juvenile Products Assocation

China - Licensing Industry Report

alice_yang@tjpa-china.org

As the fifth largest licensing market in the world, China has great potential to grow more impressively. The market is so big that it is always difficult to see into the detail. To understand the rapidly growing licensing industry in China, China Toy and Juvenile Products Association (CTJPA) conducted a professional survey and issued the China Licensing Industry Report 2018

earlier this year. It is the only industrial report in the world that focused on the China licensing sector. And it is the continuous second year that CTJPA publishes such report.

We will share more of the key factors, discovered by the Report, about this big market.

According to the statistics of the Report, the total retail volume of licensed merchandise in China in 2017 reached USD 11.8 billion.

According to the Report, 327 licensors were active in the Chinese licensing market at the end of 2017. And 1,032 properties and brands had conducted licensing business in China by the end of 2017.

Chart 1: Properties by Category in China Entertainment 54% Art & Design14% Lifestyle13% Corporate/Brand 9% Non-Profit 5% Celebrity 3% Sports 2%

Profile of licensors in China

Profile of licensees in China Licensee companies in China cover many different industries, from traditional toys and apparel to the emerging theme space. Licensee companies have realized the value of properties and are more willing to invest in the licensing business.

Consumersâ&#x20AC;&#x2122; behavior on licensed merchandise Chart 2: Properties by Regions in China Mainland China 26% HK/Taiwan/Macao 3% USA 40% Japan 11% S Korea 6% UK 6% Others 8%

Chart 3: Chinese Licensees by Industry Category Toys 18% Apparel 13% Gifts 8% Home Textiles 7% Theme Space 7% Accessories 6% Publishing 6%

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Food/Beverage 6%

Consumer Electronics 3%

Infant 6%

Sports 2%

Stationery 5%

Music/Video 2%

Software/Video Games 5%

Others 6%

As Chinaâ&#x20AC;&#x2122;s licensing industry getting mature and continuously increasing economy, its consumers who earn more money are more willing to spend money on what they want, instead of what they need. And online purchase is very popular in China.

Trends of licensing industry development in China The licensing industry is embracing its golden era of growth in China. The Report refers to a few trends that nobody should ignore. 1. Booming tourism brings more opportunities for properties in theme space. 2. More properties emerging from Chinese museums. 3. Mobile games become more active in terms of licensors and licensees. 4. Internet platform and new ideas: Rules are changing. 5. More capital investment involved. 6. Entertainment era taking properties at their core value.

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Chart 4: Increase of Sales driven by Licensing

Chart 8: Purchasing by Retail Channels

20-49% increase 1-19% increase Over 100% increase 50-99% increase No big difference

On-Line 36%

Chart 5: How Chinese licensees find licensor partners? (a) Visit professional licensing expo 67& (b) Intentionally look for licensors 53% (c) Visited by licensors 40% (d) Introduced by friends 33% (e) Introduced 20% a

(f) Online matchmaking platforms

Off-Line 64%

Chart 9: Price consumers willing to pay for licensed merchandise compared with regular products

(g) Others 3%

Chart 6: What licensees expect from their Licensor Partners

(a) Regular update of styleguide (b) Efficiency in product approvals (c) Support on product design (d) Support with promotion

(e) Support on distribution channel

1-20% higher 25% 21-50% higher 39% 51-80% higher 25% 81-100% higher 8% Over 100% higher 3%

Chart 7: Purchase by Category

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Toys 16%

Sports 4%

Infant 10%

Beauty/Health 4%

Apparel etc 12%

Food/Beverage 4%

Home Textiles 11%

Stationery 4%

Publishing 10%

Music/Video 2%

Electronics 9%

Software/Video Games 2%

Gifts 7%

Theme Space 2%

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Hong Kong International Licensing Show Asia’s largest licensing event on 7 to 9 January 2019 Organised by the Hong Kong Trade Development Council (HKTDC), the Hong Kong International Licensing Show is the world’s second-largest and Asia’s largest event of its kind, featuring more than 1000 brands and the properties of 380 international exhibitors. Many of the world’s top licensors and licensing agents including Caterpillar, MTV, Nickelodeon, 20th Century Fox, Rainbow and Smiley participate in the Hong Kong show with an eye towards entering the mainland Chinese market. Properties at the show will be categorised under the headings of lifestyle and fashion, characters, animation, edutainment, art and culture, along with food and beverage. Last year, the fair drew a record-breaking 22,000+ visitors from 100 countries.

Local Creative Force Expanding Globally Hong Kong is Asia’s licensing hub as well as a city that bursts with creativity. The Licensing Show showcases Hong Kong’s creative industries and connects local designers with potential international partners and transforms their creative endevours into business and licensing opportunities. Hong Kong Creative Force was among the shows previous highlights, helping the local cultural creative industries expand into Asia and beyond.

Hong Kong the Asia’s Licensing Hub Jack Yew,VP of Location Based Experiences Asia,Viacom International Media Networks, said: “We have been exploring business opportunities in Asia which is the fasting-growing regional market.” Janice Ross, Business Development & Head of Global Licensing, American Greetings added her own experience by saying, “Care Bear has just celebrated its 35th Anniversary in 2017, and we have been receiving tremendous support from consumers in Asia. Care Bear’s licensing agents have participated in the show several times and through it they were able to build substantial business relationships.”

Asia as The World’s Third Largest Licensing Market Asia is the world’s third-largest licensing market as well as the region with the fastest growth, having increased 8.8 per cent over the previous year, an amount twice that of the global average growth rate. The Chinese mainland is the second-largest licensing market in Asia. With a 5.5 USD percapita sales of licensed merchandise in 2016, the Chinese mainland presents the potential for significant growth within the licensing market. It has been projected that by 2020 it will surpass Japan to become Asia’s largest licensing market. There were six pavilions from the Chi-

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nese mainland, Japan, Korea, Malaysia, Thailand and Taiwan. In recent years, the Chinese mainland has been striving to make the cultural and creative industry into a pillar of its economy, encouraging more animation and comic producers, arts and cultural enterprises to further commercialise their creativity into licensed products and services. China’s Ministry of Culture has again organised the Chinese mainland pavilion, featuring more than 110 companies, gathering well-known branded cultural, arts, animation and comics institutions, including the Palace Museum, Fantawild Animation Inc, and Guangzhou Animation Comic Association.

Business opportunities! HKTDC is launching a visitor preferential scheme, under which eligible overseas buyers who visit the exhibition as a delegation will have a chance to get sponsors of round-trip air tickets and hotel accommodations, business matching services and conference passes. For further information, please contact: HKTDC London Office Tel: 44-20-76169500 Email: London.office@hktdc.org Email: licensingshow@hktdc.org www.hktdc.com/hklicensingshow Asian Licensing Conference Email: alc@hktdc.org www.hktdc.com/asianlicensingconference

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The Children’s apparel market is showing healthy signs of growth, according to Euromonitor. In fact is is growing at the rate of 5% reaching, on a global basis, around $204 billion in the last year. The growth seems to be down to a combination of factors. Firstly, the rise of the middle classes in emerging markets. And secondly, the relaxation of the one-child policy in China has meant that Chinese consumers are spending more on their children. In the West, the shift towards smaller and later families means those families tend to have high disposable incomes which, in turn, results in substantial spending on their children. Interestingly, the sector is very much transitioning from soft dressing to trend-led products such as fashion items. By definition, this means that purchases are made more often. Celebrity children have a significant influence. Harper Beckham, Prince George and Princess Charlotte and the rather surprisingly named North West are all clad in designer outfits which result in frenzied buying when the children are photographed. As a result, designer brands are cashing in on the new wave of celebrity miniatures with children’s versions of a number of high-end designer products. In fact, the designer childrenswear market reached nearly $6 billion in 2017. But it’s not all expensive designer outfits. New Look, Next and Primark are just three of the high street brands that are targeting the elusive instagram

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and snapchat obsessed ‘tween’ market. Research has proved that more than half of children aged 10 to 14 want their clothes to be fashionable and retailers providing fashion-led but ageappropriate clothes continue to do well in the marketplace. Of course a major current trend is that of gender neutrality. There is a strong shift away from gender stereotypes and this seems to be driving more and more consumers to seek out gender neutral products. Certainly this is filtering down to parents of young children. Interestingly, research from Mintel shows that one in five (20% of US parents with children under the age of twelve, who have purchased children’s clothing in the past year, support the trend towards gender neutral clothing

for kids. Whilst the older children’s market for clothing is predicted to reach around $46 billion this year, it is the toddler and infant sector of the market that is expected to see substantial growth over the next five years. Although this sector of the market is the smallest, with sales of less than $10 billion, it is expected to grow at a rate of over 1.5% a year - comparable to the girls’ clothing sector. Girls, in fact, make up the highest percentage of the children’s clothing market (48%) with sales currently standing at around $22 billion. Boys’ clothing sales make up 32% and are predicted also to grow and reach $15 billion in the immediate future. With gender neutrality so high on the agenda, this should make it easier for

TOTAL LICENSING manufacturers and retailers of children’s clothing as by creating products that work for both boys and girls gives them the opportunity to increase their profits. Of course, the children’s market is always challenged by the fact that children’s grow out of clothes quickly - hence parents’ general reluctance to spend a great deal on them. However, one would imagine this was greatest in the youngest age groups but curiously the sector that is showing greatest growth is the preschool area. Standard wardrobe items such as Tshirts (73%), jeans (68%) and underwear (67%) make up the majority of clothing bought for either boys or girls. Sleepwear, too, is high on the list, particularly for the under fives and it is within this sector of the market that character-branded items do particularly well. According to research amongst parents more than a quarter of them claim to buy ‘a lot’ of character-branded clothes for their kids. Following the adage ‘kids get older younger’ today’s children have significant influence over what they wear and where they shop. Again according to research apparently a third of parents let their children choose their own clothing and a fifth of parents will shop in a store suggested by their parents. A quarter of parents buy clothes that their children’s friends are wearing so their kids don’t feel left out. Despite not intending to spend a great deal on clothing for their growing kids, more than 40% of parents say that they want their children’s apparel to be stylish or trendy. Clothing subscription services are growing, particularly in the USA as a way to test out new trends and it would seem that these will play an ever increasing role in the children’s clothing market. And clothing is becoming more and more in line with modern thinking. Target’s Cat & Jack children’s clothing line, which debuted back in 2016, has grown to be one of Target’s largest brands, bringing in over $2 billion in sales. In a move to expand the line, last year, the retailer expanded it to include sensory-friendly pieces that did away with uncomfortable seams or itchy tags. In October 2017, Target

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revealed their latest development to this kids’ line in the form of apparel made specifically for children living with disabilities. The 40-piece range was created by Target’s own design team and includes features such as side and back snap and zip closures and hidden openings for abdominal access. Other highlights include outerwear with zip-off sleeves, footless sleepwear and diaper-friendly leggings and bodysuits. The goal was to make the getting-dressed process easier for both kids and their parents and all items are made from extra-soft, durable cotton knits.

2010 and 2014. Children’s clothing, footwear, sportswear and accessories took the largest share (US$ 44 billion, or approximately 66%). Analysts expect further growth until at least 2019, with the European market reaching a total value of around US$ 74 billion by the end of 2019. However, while Europe continues to be one of the largest markets for this segment, it has been overtaken by Asia-Pacific in terms of size. Nonetheless, kids’ fashion is booming. Zara’s new standalone Baby store in London, opened in 2017, and the expansion of Base Fashion childrenswear are just

Across the Atlantic to the UK and the children’s apparel and accessories market is also continuing to grow. Interestingly, the footwear market is staying more or less static with a value of £1.7 billion a year. However, on the clothing side, there is a marked increase year on year and the market is expected to be worth around £6.6 billion by the year 2021 - up from £6.2 billion in 2018. In mainland Europe, childrenswear and baby wear are outperforming the overall apparel market. According to reports, the Nordic countries as well as Eastern Europe offer the most potential thanks to growing birth rates and/or increasing spending per child. Total revenue on the European childrenswear market reached over €66 billion in 2014, with a compound annual growth rate of 1.4% between

two examples. Overall, the European market is expected to accelerate its growth by 2% to 3% between 2013 and 2018, driving the market to a value of €67 billion by the end of 2018 and €74 billion in 2019. Showing just how seriously retailers and manufacturers take the children’s apparel market there are now special fashion shows and exhibitions such as the annual Pitti Imagine Bimbo in Florence. To conclude, whilst it is widely known that retail is tough, the children’s clothing market is a relatively bright spot. Certainly the desire by kids for clothing featuring their favourite character or brand shows no signs of waning. However, the need for add on value, such as organic materials etc is becoming more important for those intending to stand out from the crowd.

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AUGMENTED REALITY 2018 is big... but 2021 will be bigger!

Pokémon Go… the dancing hot dog… even Google Glass. They are all examples of augmented reality at work. AR revenues are projected to reach $90 billion by 2020 and it’s increasingly obvious that smart marketers need to harness the potential of this new technology. But AR isn’t really new. We have used Snapchat’s facial augmentations for years. However, now tech giants of the world such as Apple, Facebook, Amazon and Google have announced that anyone and everyone can create an AR experience. The numbers are extraordinary. Over half a billion mobile devices can leverage this new native technology. Add these to the billion or so active Facebook mobile app users and one can see the opportunity. While each AR platform will, without doubt, evolve over time, they all have obvious immediate uses. Apple ARKit and Google ARCore are both aimed at lifestyle, utility and entertainment. Snapchat Lens Studio and Facebook AR Studio are aimed at social content whilst Amazon Sumerian is aimed at business services. AR will, it is widely recognised, provide a very effective force for retailers.

With the transformation that it is going through at the moment, retailers are finally beginning to embrace the technology. Unlike Virtual reality, AR does not obstruct the view of a user’s surroundings but actually supplements the real world with images, text, video, graphics and more. If a consumer is wondering how a couch in a furniture store will look in their living room, it’s easy with AR to provide imaging and technology to help them make confident decisions. In the US alone, 77 percent of Americans own a smartphone which means that retail stores can transform these devices into marketing tools, not only putting a product into context but delivering sales coupons or deal alerts. The Lowe’s AR app for example, lets the user see what flooring or appliances will look like when they are combined with a kitchen. Of course, the impact that AR technology will have on the licensing community, in terms of promotion, publicity, retail and manufacturing is enormous. The opportunities are endless and as the technology develops we will, without doubt, see increasing use of AR on all sides of the industry. Publishing, of course, is one obvious area of development. Below we highlight a case study from Art Nation in Ukraine on how their use of AR, combined with a publication, increased sales more than even they expected.

ing audience loyalty and engaging consumers in brand values. And if yesterday it was a must for brands to go online and establish social networks activity, today there is a “new must” in the industry – AR. Why is that? It’s all about gadgets. A modern child has no chance to grow up without a smartphone or tablet. This is the new reality. And this causes concerns among parents: children stop reading books, the gadget takes all the attention of a child, teaches him to live in a virtual world and have little interest in reality. Product Realizing this, Ukrainian-based Art Nation group implemented a project, which combined a book, AR technology and the brand Gapchinska, based on the work of the artist Eugenia Gapchinska. The company released the classic book Alice’s Adventures in

Case Study: AR and Licensing the Art Nation Experience Brands cannot remain unchanged forever. Meeting the consumer’ requirements is the key to success in licensing business. Today, technologies form the experience and expectations of consumers, and brands try to match them. Augmented Reality (AR) technology opens new opportunities for increas-

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TOTAL LICENSING received additional exposure.” The project scales perfectly. In summer 2018 Art Nation brought Alice in Wonderland to neighbouring Belarus in partnership with the largest local retailer, Eurotorg (Euroopt hypermarket chain). Consumers met the book very positively: more than 137 thousand books with AR were sold over four weeks, including an additional print run order to meet demand. Today a total of 877,000 copies have been sold and this is only the beginning. Now the books are translated into other languages and a whole series of children’s classics with AR has been launched.

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Wonderland with augmented reality (AR) illustrations. Images and heroes in the Gapchinska style created specifically for the AR project – an unprecedented case! “AR is a solution for family leisure problems. It connects gadgets to the real world. Parents respond well to AR-technology (now they can spend their time with children) and it has huge potential for brand development”, explained Eduardo Akhramovych, General Producer of Art Nation.

Distribution “In addition to excellent product, it is extremely important to build the right distribution around the product,“ continued Eduardo Akhramovych. “We sold the book in the framework of a loyalty programme by one of the largest retailers in Ukraine – the ATBMarket company. Books sales were accompanied by massive marketing support (promoters, outdoor advertising, branded stoppers, price tags, etc.). Moreover, the Gapchinska brand also

The market dictated that the maximum possible circulation of the book would be 5,000 copies in 2 years. After all, the usual circulation of children’s literature in Ukraine is 2/3000 copies. But, thanks to the combination of AR technology, a strong brand and excellent distribution, the book has broken all sales records for children’s literature in the country over the past 25 years. In Ukraine, it became a real blockbuster in winter 2017/2018: the total circulation of the edition was 365,000 copies. Art Nation released the second book – Alice Through the Looking Glass. It was sold around the country with a circulation of 353,000 thousand copies.

Eduardo Akhramovych, General Producer, Art Nation

Technology Art Nation’s AR-product consists of two parts: a paper book and an ARapplication for a smartphone or tablet. During first two weeks of the launch of the project, the app became the top download in the Ukrainian Apple Store and Google Play in the entertainment category. This means that almost all book buyers downloaded the application. The story was the same in Belarus. “There is a lot of noise around AR on the market. The AR developers think that the technology will sell itself. But it won’t. For success, you need to think as a producer, and have an expertise in IT, IP, consumer product development, publishing, entertainment etc. What can AR offer to brands? Revive them, give them a fresh impulse, bring them closer to the audience. What else did we’ve learned from this project? AR strengthens the brand’s position. You can build a large marketing campaign around the goods with AR and pull in other licensees. As a result, the brand-corner becomes a powerful magnet. In addition, augmented reality is great for educational projects, which allows you to appeal to students or an older audience. Thus, with proper approach, the technology is suitable for almost any brand,” concluded Art Nation General Producer and AR Evangelist, Eduardo Akhramovych.

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The Making of Mofy Already a hit in 50 countries, the Sony Creative Products preschool property Mofy stands out, not just because of its success as a TV and licensing property but also because of the unique approach to animation that brings this loveable little rabbit to life. Cute characters can be staggeringly successful in both broadcasting and licensing. But getting them right – and then getting them noticed – isn’t easy. In Japan in particular the market for cute characters is a highly competitive one. That’s because the kawaii (‘cute’ or ‘lovable’) character market sometimes extends beyond pre-school fans to tweens, teens and young adult women. Getting it right, of course, is very rewarding. A case in point is the massive hit property Mofy, owned and licensed by Sony Creative Products (SCP). Mofy is the story of a lovable, fluffy little female rabbit who lives in a warm and puffy cotton ball. In every episode of the three animated series of 26 five-minute episodes, she finds out something about the world around her, discovers and understands different feelings and emotions — like joy, loneliness, courage, jealousy and fear — and learns to be kinder and braver. The target audience in Japan and most other countries is preschool boys and girls – and, judging from the response to date, Mofy’s appeal to that demo-

graphic is enormous. It wasn’t always that way, however. Mofy was inspired by a picture book published in 2008 originally aimed at the young adult women’s kawaii character market. Mofy creator and Japanese illustrator Aki Kondo recognised Mofy’s international potential and, with the help of Italy’s Misseri studio, the characters became part of new, original stories written specifically for a preschool-focused animated series. The characters include Mofy’s best friend Kerry, Mogu, a mole, the Mouse Family, the squirrels Lee and Sioux and, most importantly perhaps, The Moon. The Moon helps Mofy to overcome her insecurities, gives valuable advice and encourages her to take the initiative in times of sadness. The animated style chosen was both unique and a first, using stop-motion techniques for characters – and even sets – made of cotton puffs, giving the

whole show a soft and warm atmosphere. This approach was the result of an early collaboration between the show’s creators and a respected animation studio. Mofy is a co-production between Japan (SCP), Italy (Misseri Studio & RAI) and Germany (ZDFE). Once SCP had decided to create animation targeting pre-school markets on broadcast and VOD platforms, it needed partners who could help it bring Mofy to life in a sympathetic and striking way. SCP first pitched the idea to Misseri Studio, a prestigious studio from Florence in Italy with a global reputation for originality, in 2009. Rai came on board when Misseri showed the broadcaster a three-minute pilot of Mofy at Mipcom 2010. ZDFE joined during the production of season 2. Misseri Studio’s many highly regarded animations use different elements but all in the service of stop-motion tech-

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TOTAL LICENSING nique. Misseri has produced a number of animated characters using multiple materials. There’s Quaqquao, a smart duckling who wanders through a fantastic setting of coloured paper. There are the clay animations Red and Blue and Mio and Mao (series 2 and 3 of Mio and Mao were produced with Channel 5 and broadcast on Milkshake). Misseri also collaborated with the world-famous Sesame Workshop on claymation versions of the famous Sesame Street’s muppets Bert and Ernie for a show called called Bert And Ernie’s Great Adventures. There’s also A.E,I.O.U., a world of sand, and Pozzie, a child created from a drop of water, who lives in a world also made of water. Pozzie was produced with Japanese broadcaster NHK and broadcast in Japan on its channels. This willingness to work with new materials to capture the essence of a character was just what SCP was looking for. With Mofy, Misseri Studio came up with the idea to source cotton puffs – a concept idea drawn from the original book, where Mofy lives in a cotton ball. All the models and props are handmade with 100% cotton and there’s a careful process of dyeing cottons for model and set creation. Even more demanding is the stop-motion animation process, consisting of 25 frames per each second. A tiny movement of the cotton wool characters and sets per frame accumulated into a fiveminute story line may not seem like a lot of work but it means that about four seconds of footage can be shot per animator per day. Of course the whole animation team together can produce a significant amount of footage every day, but it’s still a labourintensive business. “Everything is done by authentic techniques and without relying on computer-generated graphics,” says Takehiko Ohya, Global Business Group Licensing Manager, Sony Creative Products Inc. “This artistic core means that Mofy maintains an essence of craftsmanship.”

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This slow, delicate process has paid off. The show tested successfully and was quickly picked up by major broadcasters, gaining a strong following across the world. Finland France, Italy, Russia, The Middle East, Germany, Turkey, the UK, the US, Canada Australia and New Zealand have now joined Asian territories like Singapore, Thailand, Hong Kong, Taiwan and Korea among the 50 or more territories – to date – embracing Mofy and her adventures. With Europe now offering a number of broadcast partners, SCP, which is licensing the property around the world, has announced that Mofy will be exhibiting at the upcoming BLE for

the first time. The hit animated series will be highlighted on stand G10, where SCP will meet potential partners with the aim of appointing a licensing agent for Mofy in the UK and other countries in Europe. So what is the appeal for potential licensing agents? Well, a look at the Japanese market will certainly make Mofy seem a tempting prospect. Mofy has enjoyed massive licensing success in Japan. Personal care is a strong category, not surprisingly for a character that is made of white, soft cotton. But Mofy also has a presence in confectionery, yoghurt, apps, books and magazines, sticker books, digital publications, DVDs and, of course, plush. There are also numerous tieins and promotions with magazines, shopping malls, celebrities and retail corners as well as very popular Mofy-themed live appearances, special events and even exhibitions. Mofy’s reach in Japan really is extraordinary. A redemption programme with Family Mart, one of the best known convenience stores in Japan, came to

more than 10,000 Family Mart stores nationwide, and received strong promotional support from a number of magazines. A smartphone app featuring Mofy sold 100,000 downloads in only a month. Publishing includes not only magazines, sticker books and comic strip books but also the original picture books as well as digital publishing on popular comic apps. So well-known is Mofy in Japan, in fact, that Mofy’s birthday (3 March) is also known as the Rabbit’s Day. In addition, SCP is very aware of the character’s continuing appeal to mums and young women and the potential this market offers in high-end and fashion markets, for which design concepts have been developed. This success has now been translated to the international marketplace. More than 650 SKU of Mofy licensed products are sold or under approval elsewhere in the world. Plush, inevitably, is a big category but among the others are stationery, back to school, bedding, bags and purses, personal care items, apparel, activity books, games, puzzles, toys and accessories. DVDs are sold in various languages in countries as varied as Japan, Australia, Germany, France and Italy. Given that BLE takes place in London it’s reasonable to ask whether the brand will achieve similar success in the UK. The performance of the TV show seems to indicate a positive response. Since spring 2017 Mofy has appeared on the Milkshake strand on 5 in the UK, where it enjoys strong ratings in the weekday 9.10am slot. Now SCP plans to build on that success – and the established licensing appeal of Mofy in other countries – by appointing a licensing agent for Mofy in the UK. As Mofy’s appeal continues to extend well beyond its home market, it certainly seems that the extraordinary effort involved in bringing the lovable cotton rabbit to life has been worth it.

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Growing Up with The Very Hungry Caterpillar Eric Carle’s classic and timeless tale of The Very Hungry Caterpillar has been a childhood favourite for three generations. This simple story has become an evergreen brand, selling over 45 million book copies worldwide to date and extending into a successful licensing campaign. In 2019, The Very

Hungry Caterpillar will be celebrating its 50th birthday and will prove itself to still be young, fresh and relevant for today. The year-long big birthday celebrations, hosted by UK licensing agent Rocket Licensing Ltd, will include a number of events, activities and special partnerships which will engage and delight the new and nostalgic fans of the brand. For 2019, The Very Hungry Caterpillar has teamed up with a much-respected and influential gardening charity that shares many of the brand values of Eric Carle’s loved story. The partnership, to be announced soon, will lead to activities such as sculpture trails, storytelling, Sow & Grow workshops and crafts in the charity’s gardens and at their prestigious shows. A selection of The Very Hungry Caterpillar licensed product will be available in visitor shops, as well as a bespoke co-branded range of licensed product. This campaign will also be supported by an extensive

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print and online marketing campaign. It is not just The Very Hungry Caterpillar who will be celebrating a big birthday next year, but also author and illustrator Eric Carle who turns 90. He has illustrated and authored more than 70 books which have been translated into 60 different languages and the popularity of his works has been reflected in his achieving 80 industry awards. Another birthday partner for The Very Hungry Caterpillar is wildlife charity Butterfly Conservation who is devoted to conserving butterflies, moths and their habitats throughout the UK. The brand will be a valuable tool to raise awareness for the charity through inclusion in the education programme and events and forming part of their marketing campaign. The Very Hungry Caterpillar’s licensing campaign is going from strength to strength with new licensees signed up across a range of categories and an extended retail reach for the birthday year. Children’s educational toys, butterfly kits, savoury and fruit snacks, personalised gifts, and greetings cards are among the latest signings for the much-loved property, complementing the existing raft of licensing partners. The growing ranges of The Very Hungry Caterpillar product will be supported across a wide retail footprint with plans for retail activations currently in discussion. Penguin, the official publishing partner for The Very Hungry Caterpillar, will be celebrating The Very Hungry Caterpillar’s birthday with the launch of new and special editions of Eric Carle’s much-loved story, supported by fun and celebra-

tory marketing initiatives. The birthday activities will be further highlighted by a comprehensive PR campaign which will include parenting blogger outreach, media promotions, social media giveaways, product placement and retail driven social media. The birthday will be celebrated throughout the year and encompass the very popular World Book Day in March and The Very Hungry Caterpillar day in May. The latter coincides with The Giant Wiggle, a fundraising event in partnership with Action for Children, during which children engage in craft activities, storytelling, nature trails and healthy food preparation and consumption, culminating in Giant Wiggle conga lines all over the UK. During the last four years, over 200,000 children have taken part raising much-needed money for disadvantaged children, young people and families. The award-winning stage show also returns with a nationwide tour in early spring next year. Like the book, the stage show is aimed at the young, making it not only many children’s first book but also their first theatre experience. The show includes four Eric Carle stories with amazing puppets featuring The Very Hungry Caterpillar as the grand finale and is a captivating and memorable day out for all who go to see it.

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UNDERSTANDING THE DIFFERENT TYPES OF ROYALTY RATES

NEW BOOK PUBLISHED

By: Gregory J. Battersby and Jed Ferdinand

THE BUSINESS OF LICENSING - The Essential Guide for Intellectual Properties Licensing has has exploded into a $250+ billion worldwide industry at retail and generates more than $7 billion in royalty income for those property owners who are savvy enough to license their properties for a wide variety of consumer products. About 8 years ago, lawyer Gregory J Battersby and licensing veteran Danny Simon introduced the first Basics of Licensing book .They did a revised version a couple of years later and followed it with a Licensee edition and then finally an International edition. Recognizing that there was a degree of commonality between these editions, Battersby and Simon concluded that it was time for the definitive work on licensing, hence, The Business of Licensing which combines the best of all three prior editions and takes the subject to the next level. This book takes the reader through the nuts and bolts of how to conduct a licensing program and handle many of the problems that it might face There is a substantial amount of reference material. They have included an expanded history of merchandising, and an extensive collection of the forms that any licensing professional may need which they intend to provide to purchasers with electronic access to the forms via Dropbox. The Complete Business of Licensing will be available after August 1st at a cost of $39.95 ($34.95 for LIMA members). Visit www.businessoflicensing.com.

The licensing industry has changed dramatically over the past twenty years and, in response to these changes, most licensors have different average royalty rates to accommodate the various ways that licensed products are sold in the marketplace.

Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 • (866) 579-9591 (Fax) gjbattersby@gbiplaw.com • www.gbiplaw.com

When the licensed products are manufactured off-shore, it has become common for retailers to take delivery of these products on an “F.O.B.” (free-on-board) basis at their point of manufacture, frequently in the Far East. The retailer then assumes the responsibility and cost for the transportation of these products to their eventual point of sale.

Jed Ferdinand, Senior Managing Member Ferdinand IP www.FerdinandIP.com NY Phone: (212) 220-0523 CT Phone: (203) 557-4224 198

These specific rates include: • Domestic or Wholesale Royalty Rate • F.O.B. Royalty Rate • Royalty Rate on Direct Sales When a licensor refers to its average royalty rate, it is usually referring to the royalty rate that is applied to licensed products sold on a domestic, wholesale, landed basis through normal or conventional channels of distribution, i.e., typically from domestic warehouses to a distributor or directly to a retailer. This is also the royalty rate typically reported in most of the studies on royalty rates and other types are normally adjusted off of this rate. It should be appreciated that in the domestic market, royalty rates are rarely, if ever, applied to the retail selling price of a licensed product. There are, of course, exceptions, e.g., publishing, video games, etc., but, as a rule, it is the licensee’s wholesale selling price that will typically serve as a starting point for determining the royalty base.

By taking possession at the point of manufacture and bearing the transportation costs,

the retailer is frequently able to negotiate a significant reduction in the selling price of the product, often by as much as 30-40% from the domestic landed price. This practice can have a dramatic impact on the earned royalty revenue that it receives from a licensee since the selling price is significantly lower. Thus, maintaining the same royalty rate for both types of sales could effectively reduce the licensor’s actual earned royalty income by as much as 40%. as a result, most licensors will provide for an “F.O.B. Royalty Rate” on goods sold in such manner. Frequently, the differential is at least one percentage point and, more commonly, between 2 and 4 percentage points higher than the standard royalty. Many licensees not only sell their licensed products to retailers and wholesalers, but also sell the licensed products direct to consumers through their own mail order catalogs, factory stores and on their websites. Since the retail selling price for such direct sales is typically higher than the wholesale price, a royalty rate adjustment may also be necessary. Thus, for example, if a toy company sold a plush product to a retailer for $10, it would pay the licensor $1 in royalties at a 10% royalty rate. If, however, the same product was sold direct to consumers on its website at $20, i.e., the price at which its retailers would be selling the product, its actual royalty to the licensor would be $2 if the same royalty rate applied. To compensate for the growing popularity of direct sales, a licensor may want to negotiate a different (and probably lower) royalty rate for such direct sales where the royalty is applied to retail and not the wholesale price. This will allow both parties to benefit from the increased profits generated through such sales.

TOTAL LICENSING By Martin Brochstein SVP Industry Relations and Information International Licensing Industry Merchandisers’ Association www.licensing.org

THE RAPIDLY CHANGING FACE OF TOY RETAIL Toys have always been one of the top business drivers in the licensing business, both as a source of licenses and, of course, as a key merchandise category for properties aimed at children of all ages. And the market shifts and disruption generated by the travails of Toys R Us over the past year constitute one of the most significant ongoing stories for the global licensing business as we move into the allimportant 4th quarter holiday season. The changes at toy retail, centered around the TRU bankruptcy, have been momentous., to say the least. TRU shut down in the UK, while the operations in Germany, Austria and Switzerland were purchased by Irish retailer Smyths Toys, which about doubled its size in taking over 93 stores and four online stores. Toys R Us Canada was purchased by Fairfax Financial Holdings. As this is written, there’s a legal brawl over control of Toys R Us Asia and the various for what is described as a strong business. In the U.S., meanwhile, major retailers such as Target,Walmart and Party City have scrambled to position themselves to take a piece of the toy business formerly done by Toys R Us. It’s not just about volume; there’s also the looming question for many licensors and smaller manufacturers about whether any retailer will fill TRU’s important role of nurturing and incubating smaller properties and products, giving them a chance to find their audiences. All of this is of utmost importance to the licensing community, for whom toys is a cornerstone, particularly in the children’s entertainment sector. In the most recent edition of the LIMA Annual Global Licensing Industry Survey, toys were the second largest rev-

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enue producer (trailing only apparel), with licensed toys generating $36.1B of revenue globally, or 13.3% of the worldwide $271.6B in retail and other revenue that the licensing business produced in 2017. The dollar figure is three percent higher than it was a year earlier, but the percentage of the overall global licensing business is the same.

In the U.S. major retailers such as Target, Walmart and Party City have scrambled to position themselves to take a piece of the toy business formerly done by Toys R Us. But as the fourth quarter looms (or, depending on when this is read, is already under way), it’s a good time to remind ourselves of how intertwined the toy and licensing businesses are. As one example, let’s take a look at what we’ve reported in LIMA’s Inside Licensing about the Top 100 Toys list that Amazon released at the end of August – a compendium of what the eCommerce giant’s buyers believe will be the most sought-after products the rest of the year, whether through its own storefronts or via other retailers on the Amazon marketplace. (While we’re using Amazon’s list, we could probably just as effectively use similar list from The Entertainer, Hamley’s, Carrefour, or any other major retailer; some of the products or specific licenses might vary according to geography, but the overall effect is likely the same.) Viewed from a licensing industry per-

spective, it’s important to emphasize that the list is liberally peppered both with toys that carry licenses, as well as those that themselves serve as the basis for licensing programs of their own. Seven of the top 100 are from Lego, and four of those build on licensed properties – one each for Jurassic World and Star Wars, and a pair linked to Harry Potter. (In addition to the two Lego sets, the Harry Potter license is featured on a special edition of Trivial Pursuits from USAopoly.) Licenses are being used to attract kids and parents to products in the trending STEM (Science, Technology, Engineering and Mathematics) area — Kano’s Harry Potter Coding Kit, littleBits’ Avengers Hero Inventor Kit, and the Lego Gadgets Activity Set from the Klutz division of Scholastic. Multiple Disney-licensed products on the list include one – a Disney Princess Dress Up Trunk – that’s listed as one of a handful of Amazon exclusives on the list. There’s also a healthy representation of popular toy brands and properties that are widely licensed out for other merchandise categories. Those include MGA’s L.O.L. Surprise; WowWee’s Fingerlings; Mattel’s Barbie and Hot Wheels; Spin Master’s Hatchimals, and Hasbro’s Nerf and Polly Pocket. This list is just one example of how licensing plays dual roles for consumers and retailers – as a way for brand owners to leverage their IP, and as a way for manufacturers and service providers to latch on to a powerful marketing platform. It’s a story that can also be told for other product categories and property types, and one that creative marketers of all sorts will be wise to add to going forward.

TOTAL LICENSING With headquarters in Dubai, 20too Licensing is celebrating yet another year of significant growth with its broad, dynamic brand portfolio more diverse than ever and both local and international footprint expansion. In 2018, not only has 20too added exciting new properties under their already rich umbrella of brands, but also moved to the new, much bigger office in Dubai. In addition, the company plans to expand beyond MENA this year. After the opening of the satellite office in Beirut, Lebanon and the North Africa hub in Casablanca, Morocco, 20too Licensing will explore business in South Africa next.

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20too Licensing expands reach This regional expansion is based on the brand partner network the company is growing internationally. 20too’s portfolio is truly cross-generational with brands spanning from pre-school such as PJ Masks, Play-Doh, Iftah Ya Simsim and Smurfs; girls including My Little Pony, Shopkins and the all-new hit brand Pikmi Pops; boys specific with the likes of Transformers, Angry Birds and Nerf; to promotional such as Hasbro Gaming and more. Given the increasing popularity of non-character licensing in the region, 20too is focusing on expanding their lifestyle brands portfolio. In addition to Emoji, Discovery and Hallmark, the company has landed merchandise and licensing rights for Netflix original series ‘Black Mirror’ and ‘Peaky Blinders’. 20too focuses on developing a comprehensive consumer products strategy with emphasis on delivering merchandise and world class experiences that are unique for each brand. This year all major categories have been taken to new levels with various licensing deals closed for Middle East & North Africa in toys, back to school, FMCG, promotions and live events. One of the most significant categories in the MENA region is the live events market, which is growing rapidly. In the UAE, Majid Al Futtaim has brought the giant Monopoly game to their key malls as their blockbuster campaign for four consecutive years. The lifesize Monopoly game activation unquestionably became the most talked about pop-up across Dubai malls, as well as the most successful Monopoly

activation in the world and a global best-practice for Hasbro. Furthermore, Saudi Arabia has grown into a regional entertainment hub in 2018. The events calendar for KSA is packed with new consumer experiences across major malls covering key tent poles & festivals. 20too’s live event partners have successfully brought various characters to life through nonticketed events for iconic brands such as Transformers, My Little Pony, PlayDoh, Monopoly, Emoji, Smurfs, Shopkins and more. 2019 will see new brands entering the live events category, from preschool

superhero hit PJ Masks live tour set to kick off in January 2019 to new properties such as Octonauts, and those bringing music and lifestyle such as MTV. Hasbro’s hero brands including Transformers, My Little Pony and NERF continue to interact with customers with exciting new products launching in 2018 and a strong pipeline for 2019. Transformers’ spin off movie Bumblebee, a prequel story to the recent Transformers franchise, has received a very positive response from fans, licensees and retailers in the region.The emotional story line showcased in the trailer is bound to strike a chord with all audiences. The appeal of the franchise is extremely high and has always sold well across different categories in the Middle East. The new movie, which appears to be a family film targeting a much broader demographic, is eagerly awaited for by fans, and releases in December this year. Bumblebee movie merchandise is set to roll out at retail in September 2018 and includes a new toy line from Hasbro Toys in addition to apparel, accessories, back to school and other exciting products. Nerf, the #1 toy for Hasbro in Saudi Arabia, is now expanding beyond the toy range with new initiatives in place

for 2018 and beyond, aimed at girls, boys and teens. Nerf is becoming a fast growing action brand in the region, with a solid merchandise program across categories such as apparel, back to school, accessories and outdoor toys planned to hit shelves in 2019. My Little Pony, one of Hasbro’s most recognizable and beloved characters, always phenomenally popular among girls in the region, also has new thrilling programs in the pipeline. 20too’s team is currently working on a new ‘halo’ project, which will further enhance the brand’s reach at retail and in the fashion world. Entertainment One’s (eOne’s) superhero property, PJ Masks, had a tremendous year and took the retail market by storm with strong sales for Just Play’s master toy line as well as arts & crafts, outdoor toys, pocket money, back to school and more. The brand continues to expand in the Middle East market, with upcoming product launches in apparel, personal care and F&B in 2019. PJ Masks has also soared in popularity in the region’s online world with numerous PJ Masks apps and an Arabic You Tube channel, which was launched in April 2018. On the new brands front, the multiyear partnership with Endemol Shine Group will see 20too build a robust licensing program of products, experiences and collaborations focused on the core themes addressed in both shows Black Mirror and Peaky Blinders. To better serve the growing African market and step up their commitment to the region, 20too Licensing is planning to open an office in Cape Town, South Africa in Q4 this year. The new office will service 20too’s regional licensees based in South Africa and provide support for the company’s African retail partners. By opening the office in South Africa not only will 20too be able to assist their partners in developing their business in the region, but they will be able to do so in a more timely and efficient manner.

TOTAL LICENSING

Brand Licensing Expo Frankfurt Book Fair MIP Junior MIPCOM China Licensing Expo Hong Kong Int. Licensing Show British Toy & Hobby Fair Nuremberg Toy Fair Kidscreen Summit New York Toy Fair Licensing World Russia Australian Toy Fair London Book Fair Bologna Licensing Trade Fair MIP.TV

Oct 9 - 11 Oct 10 - 14 Oct 13 - 14 Oct 15 - 18 Oct 16 - 18 Jan 7 - 9 2019 Jan 22 - 24 Jan 30 - Feb 3 Feb 11 - 14 Feb 16 - 19 Feb 27 - March 1 March 3 - 6 March 12 - 14 April 1 - 3 April 8 - 11

4K Media .....................................................................43, 45 9 Story ...............................................................................13 Ace Fair ...........................................................................191 Activision Blizzard ..........................................................75 Alfred Franks & Bartlett ..............................................143 Alpha Group ....................................................................15 Asia TV Forum ...............................................................159 Atlantyca ...........................................................................77 Australia Toy Hobby & Licensing Fair .......................179 Beano Entertainment .....................................................61 Bologna Licensing Trade Fair ......................................125 Bulldog Licensing .............................................................65 China Licensing Expo ...................................................181 DHX ..................................................................................11 El Ocho ............................................................ 96, 97, 98, 9 Exim Entertainment .................................................19, 20 Expocontent ...................................................................121 Ferly ...................................................................................29 German Licensing Market ...........................................195 H & A ...............................................................................139 Hong Kong Licensing Show ........................................184 Ink Brands ........................................................................... 7 ITV ......................................................................................63 Kazachok ........................................................................192 Kennedy Publishing .......................................................140 Kidscreen ..........................................................................83 King Features ...................................................................51 Licensing Japan ...............................................................103 Licensing World Russia ................................................115 LIMA ..................................................................................95 Little Brother Books ....................................................141 London Book Fair .........................................................197 Megalicense ..........................................110, 111, 112, 113

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www.brandlicensing.eu www.buchmesse.de www.mipcom.com/mipjunior www.mipcom.com www.chinalicensingexpo.com/en/ www.hktdc.com/fair/hklicensingshow-en www.toyfair.co.uk www.spielwarenmesse.de/toys/trade-fair-2019 www.summit.kidscreen.com/2019/ www.toyfairny.com/ www.licensingworld.ru www.toyfair.com.au www.londonbookfair.co.uk www.bolognalicensing.com www.miptv.com

Mercis ................................................................................17 MIPCOM/MIP Junior ....................................................201 Mondo .........................................................................25, 27 National Geographic ........................................................ 9 NY Toy Fair .....................................................................199 One Animation.................................................................79 Planeta Junior .............................................................47, 49 Pokemon ...........................................................................37 ProSieben ........................................................................ 4, 5 Rainbow Productions ...................................................137 Rainbow SpA ...................................................................... 1 Roi Visual ......................................................................... 2, 3 Santoro London ..............................................................57 SEGA .................................................................................55 Shanghai Childrenâ&#x20AC;&#x2122;s Book Fair ....................................183 Smiley ................................................................................59 Spacetoon ............................................... 38, 39, 40, 41, 42 Spring Fair .......................................................................187 Start Licensing .................................................................71 Studio 100/M4E ...............................................................67 Sunrights .........................................................................101 Technicolor .......................................................................23 TF1 .....................................................................................85 ToyPro/Spacetoon .........................................................203 Tulipop ...............................................................................12 UK Toy Fair .....................................................................203 Universal Brand Development......................................81 Viacom/Nickelodeon ................................ 31, 33, 35, 204 Viz Media ..........................................................................91 Warner Bros ....................................................................69 Xilam ..................................................................................89 Zag .....................................................................................73 List correct at time of going to press.

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