Total Licensing Autumn 2024

Regular Features

Middle East and Asia

Europe

Co-Publisher

Francesca Ash francesca@totallicensing.com

Welcome to the Autumn/Fall edition of Total Licensing. And a bumper edition it has turned out to be! Sticking with our gameplan of being fully global, it’s interesting to see that we have advertisers from no less than 14 different territories.

Brandar Consulting, grew by a 4.59% increase. Global sales revenue reached $356.5 billion in 2023, a 4.59% increase over the $340.8 billion generated in 2022. Not bad when you consider the global economic issues that still prevail.

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

Editorial Director

Rebecca Ash Ffrench becky@totallicensing.com

And editorially, we, quite literally, cover the world. Territory spotlights on the Middle East and Spain, a celebration of Hello Kitty’s birthday, and even a feature about a new brand emanating from Thailand.

Of course the really big news in this issue is Brand Licensing Europe, now proudly celebrating 25 years.

Unsurprisingly, perhaps, the Entertainment/Characters sector remains the largest property type at $147.6 billion (a 41.4% share).The second largest sector was Corporate Brands at $90.3 billion (a 25.3% share). Sports was the third largest licensed property type at $39.5 billion with an 11.1% share.

Office Manager Helen Bowerman helen@totallicensing.com

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who contributed to this issue

TOTAL LICENSING LTD

4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex TN5 6PT UK

Tel: +44 (0) 1892 782220 www.totallicensing.com helen@totallicensing.com

It’s interesting to remember back to the early days of a small show in a London hotel. The show expanded and grew over the years to the point that it occupied a hall at Olympia (who can forget the Hand and Flower pub across the road!).

From west London, the show moved east – specifically Excel in the heart of the East End. The move was initially met with strong opposition. But the unveiling of the Elizabeth Line underground solved most of the protesters that claimed it was too far out of the centre. Fast forward to today, and BLE is a thriving, buzzy and vibrant show that attracts not only UK and Europeans but an increasing number of people from further afield –the US, Australia, Asia and Latin America.

This year’s show looks set to be the busiest yet and this issue of Total Licensing gives readers a sneak peak of what’s on show including some important new launches.

Alongside the exhibits, there is a full programme of events and seminars. As we go to press, the full agenda is now live and online with newly announced educational sessions on museum and heritage brand licensing, sustainability, a focus on European variations and opportunity and career advice.

The licensing industry has proved relatively resilient and, according to Licensing International’s annual overview of the industry, conducted by

Interestingly, top performing property categories in 2023 included Music (+16.4%), Fashion (+7.5%), and Sports (+5.6%).

Top performing product categories during the same period included Music/Video (+16.3%), Location-Based Entertainment/Themed Attractions (+13.5%), and Video Games (+11%).

On a geographic basis, the U.S. and Canada reported a 59% share of worldwide consumption of licensed goods and services, with $210.3 billion (up 3.5% from 2022).

Of course, one region that is growing without a doubt is China and Total Licensing China – our Mandarin and English magazine – will be published and distributed at the upcoming China Licensing Expo in Shanghai. The magazine has grown exponentially since it debuted pre-pandemic and, such is the interest in the region, that three shows now take place – the upcoming China Licensing Expo in Shanghai this October, Licensing China in Shenzhen in April, Licensing Expo China in Shanghai in July.

We, of course, will be Brand Licensing (Booth E130) this year and, in October at the China Licensing Expo (booth E214-3). And we will also be at MIPCOM and MIP Junior in sunny Cannes in between!

Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher

THE ART OF DRAG AT BLE

The Art of Drag brand is gearing up for a busy BLE 2024, where it will sashay into stand D200 alongside The Point.1888, which has recently been appointed to develop retail and licensing opportunities for the property.

It’s already been a busy year for the brand that reimagines and subverts famous artworks and genres by replacing models with drag queens. In fact a major talking point at BLE will be planned updates for the Art of Drag design assets that includes collaborations with real-life star drag queens, including stars of RuPaul’s Drag Race.

In 2024 a brand-new cosmetics collection from LGBTQ-owned US brand Vampyre Cosmetics joined last year’s calendars, jigsaws and notebooks from UK publisher FlameTree Publishing, a

fashion collab with major UK retailer boohooMAN and boohoo.com, and Art of Drag wall art and high-end prints with independent wall art company Tall Boy Prints.

Art of Drag also inspired Pride 2024 throughout the June-August period with a wide range of specially designed stationery, giftware and cards in collaboration with leading stationery group Ryman. Theo Paphitis, owner and chairman of Ryman, commented on the range: “Soula’s talent for thinking both creatively and commercially means she develops products that our customers can’t get enough of. And this superb new collection doesn’t disappoint – it truly stands out for quality, style and originality!”

Art of Drag has also moved into new markets. A major recent agreement saw Firefly Brand Management announce plans to bring Art of Drag to the US and Canadian markets. These deals are further proof of the strong growth – in the UK and abroad – that led to a strategic decision by Art of Drag brand owner The London Studio in 2023 to found a standalone company, Art of Drag Limited, to build on the opportunities opening up for the brand.

AUDIOBOOKS

Yoto, the creators of the Yoto Player and Yoto Mini, have announced plans to release the full series of the Harry Potter digital audiobooks, featuring all 124 hours of the original narration by Stephen Fry. This new offering became available to download in August 2024, with Yoto cards on sale individually and in various bundle options, bringing the world of Harry Potter to life on a whole new platform for children aged seven and up. The Harry Potter Yoto cards themselves each feature illustrations inspired by iconic scenes from the books. For for the first time the cards will feature coloured foil and texture effects, enhancing fans’ journey and making each set collectible.

Ben Drury, Co-Founder and CEO of Yoto, expressed his excitement about the launch: “Ever since Yoto’s launch in 2020, we’ve received a constant stream of emails, DMs, letters and comments, crying out for the Harry Potter series on Yoto. Our vision for Yoto has always beento be the best children’s audio platform in the world, so having Harry’s adventures in our catalogue is a huge moment for us. We know that incredible audio has the ability to unlock children’s imaginations, much like the Harry Potter series has done for nearly three decades. .”

NEW DEALS FOR GRIZZY AND THE LEMMINGS

Paris based HARI has announced a series of brand new licensing deals for its series, the slapstick comedy Grizzy and The Lemmings, bringing the iconic characters to larger audiences of kids and families across retail and food chains.

HARI has signed a deal with fast food restaurant chain KFC to bring the series to its 300 restaurants across

France from late August to October.

An estimated half a million books will be given away with individual purchases of the ‘P’tit Bucket’ (kids meal). The book features four stories, adapted from episodes, and activities for young customers. The offer will be promoted through point-of-sale visuals in restaurants and on KFC’s social media platforms.

In EMEA, HARI has partnered with Fashion UK to create apparel product lines featuring artwork from the series. This will include daywear, t-shirts, sweatshirts, joggers and trousers, nightwear, accessories, footwear and more for babies and kids. From Q4 2024 products will be available in a range of independent and major chain stores across the world.  HARI has also partnered with craft

brand UHU. From December 2024, limited edition glue sticks featuring Grizzy & The Lemmings artwork will be available to buy in all 726 Leclerc stores across France. Corentin Besse, brand manager at HARI, commented, “With Grizzy & the Lemmings being a top three kids series on many channels worldwide, and a top ten kids show on Netflix worldwide, and with season four coming in Q3 this year, we are really elevating our licensing and merchandising programme. The series has huge traction around the world and these high profile, high quality partners really attest to that. Grizzy & The Lemmings brings joy to kids and families and our licensing programme extends that joy to activities outside of the home.”

SIMON’S CAT

Banijay Rights recently announced that Web3 marketing and development agency, Anonymous Labs have joined forces with Simon’s Cat to launch a new Meme Token. Under the agreement negotiated by Banijay Rights, Simon’s Cat will be lending the animated sensation’s name to the token which was released in August. The Simon’s Cat Meme Token, $CAT, will be the cornerstone of the Simon’s Cat Web3 community, presenting Simon’s Cat to a whole new audience of crypto enthusiasts, whilst introducing existing fans to the benefits of blockchain technology. Simon’s Cat is launching its token with full support from Floki, a leading Web3 ecosystem, with the token presale happening exclusively through their Real World Asset (RWA) and tokenization platform, TokenFi.

EMMA LAWRENCE AND MARIE CURIE

When Marie Curie were searching for fresh new designs for their Spring Collection of products, Emma Lawrence was the perfect introduction. Emma’s nature inspired drawings and careful attention to detail, capture the real beauty and freshness of the wildflowers they were hoping to include.When given the brief, Emma was keen to incorporate the iconic yellow daffodils and include a celebration of other British flora and fauna. She worked with the colour palette of Marie Curie’s new brand guidelines to ensure the designs coordinated well with their logo. Look carefully and you can see beautiful blue tones within cornflowers, bluebells, green alkanet and forget-menots. The native British wild daffodils are shared by the tones of Verbascum, St John’s Wort and Chamomile. Emma was able to create a placement print for products such as the water bottle and bamboo plant pot, a full repeat pattern for the gloves, glasses cases and coffee cup, and a pattern which works so well on the lunch bag and large hessian bag. As soon as the samples arrived, Dani Loftus, Head of Trading, said, “the product looks amazing and I can’t wait for it to hit stores.” As soon as it arrived, the range has been flying out with customers commenting on the pretty designs and several items selling out.

Emma Lawrence Designs is currently licensed by Hooli Mooli Trading Company, Art on Scarves, The Country Candle Company, The Wheat Bag Company and Zippy & George.

GERMAN YOUTUBE CHANNEL FOR SHANE THE CHEF

Children’s production and rights management company

Hoho Entertainment (Cloudbabies, Toad and Friends) has recently launched a dedicated new German YouTube channel for its popular preschool property Shane the Chef.

Entitled Shane der Koch, the new channel has been funded by a grant from the UK Global Screen Fund (UKGSF), the initiative designed to boost international development, production, distribution, and promotional opportunities for the UK’s independent screen sector.

Like its English language counterpart, which is available globally, the new channel features episodes and new short form content from the hit Channel 5 Milkshake! CGI animated series, which aims to enthuse young children and carers with a love of fresh, healthy food and cooking.

Hoho is currently producing live-action content to compliment the original series and inviting kids to get busy in the kitchen.

In Shane the Chef, energetic chef Shane (voiced in the UK by Russell Tovey) and his young daughter Izzy run a restaurant in the town of Munchington.  The series first screened in the UK in 2018 and has since been sold to broadcasters across Europe.

“Our Cloudbabies channels generate around 4 million views a month and we’ve recently experienced substantial growth of our “Wolkenkinder” channel so we look forward to  Shane der Koch also cooking up a storm for Ger-

man speaking pre-schoolers.  And of course we are very grateful to the UK Global Screen Fund for their invaluable support in helping us realise our digital content distribution ambition outside the UK,” said Helen Howells, Joint Managing Director, Hoho Entertainment.

Shane the Chef was created by Andrew Wildman and Simon Jowett. The series was produced in the UK by Hoho Entertainment in association with Cloth Cat Animation in Cardiff and with the support of the Creative Europe Programme – MEDIA of the European Union.

NLC is a leading Nordic and Benelux brand licensing agency and a trusted licensing partner for leading global brand owners. Leveraging its strong industry knowledge, NLC develops and manages consumer product programs for beloved Entertainment, Lifestyle, and Sports brands.

With a proven track record of success spanning over 20 years, NLC boasts a strong team of dedicated and experienced professionals providing personal service across all touchpoints. With a result-driven and ambitious promise to their partners, the agency doesn’t just do business with you, they build it with you.

Creating Partnerships. Growing Brands.

Managing Director, Kirsten Gyde explains, “Operational excellence is in our DNA! Accountability is in everything we do. We focus on delivering what we promise, and that little bit extra each time.”

NLC’s partnership with Warner Bros. Discovery Consumer products is a vital cornerstone in the agency’s business and evident in the success of recent product launches. The first half of 2024 was a prime example, with successful collaborations across key retailers such as H&M and C&A. Highlights include the second drop of Game of Thrones X Pandora, Batman’s debut safety shoe by Airtox, and Eastpak’s playful Rick and Morty collection. Momentum continues to build as they look ahead to the second half of the year. Warner Bros. Discovery’s iconic

brands offers unparalleled opportunities for innovative collaborations and they will see Danish shoe brand Roccamore launching an 85th-anniversary limited-edition Wizard of Oz range in August.

Meanwhile, the enduring magic of Harry Potter continues to captivate audiences worldwide, Warner Bros. Discovery remains committed to fostering fan engagement through fresh content. NLC partners are actively supporting this powerhouse franchise with exciting new product launches, such as Kipling’s bag collection and Simba Toys’ plush range for all ages. To further amplify the Harry Potter universe, NLC is teaming up with

leading retailers in both regions, for the annual Back to Hogwarts activation, taking place in September.

DC and its iconic Super Heroes and Super-Villains continue to draw in millions. Fans are looking ahead to the highly anticipated film Superman, coming to theatres worldwide in July 2025. NLC partners will be ready with a wide range of products to support this in all markets. Kickstarting 2025, NLC is partnering with the Swedish fashion brand Acne Studios, bringing a fresh perspective to the DC brand with a global standout men’s collection. For the younger DC fans, the animated series Batwheels continues momentum building, while it accelerates across EMEA, now reaching an even wider audience by adding Netlix to the platform lineup. Mattel launching Toys and Fashion retailer Name It is launching a second wave of Batwheels product just to mention a few.

Looney Tunes continues to be a cultural powerhouse, generating excitement among partners eager to tap into its strong association with sports. The franchise’s evergreen appeal resonates with audiences across generations. Tom and Jerry, the iconic duo, are set to mark their 85th anniversary in 2025 with the introduction of new, adorable digital content and commemorative product. In the Nordic countries, Göteborgs Kex is celebrating 25 fantastic years of its beloved Tom and Jerry biscuits.

The highly anticipated third season of The White Lotus will debut in early 2025. This glamorous series will fuel a wave of luxury licensing across fashion and home categories. Stay tuned for exciting product launches in both regions.

Hello Kitty, the iconic global phenomenon, is celebrating her 50th anniversary in 2024. NLC is thrilled to welcome this beloved character and friends to our Nordic portfolio. With her enduring popularity, Hello Kitty is making a strong impact on Nordic fashion retailers. NLC cannot wait to share more in 2025, where both Kuromi and

My Melody celebrate anniversaries with all new content and products.

“Partnering with Sanrio on Hello Kitty perfectly aligns with the ongoing trend for nostalgic 80s and 90s brands,” says NLC Nordic Director Ida-Helene Brønner. “Gen Z and Millennials are seeking out positivity, nostalgia, kindness and inclusivity – values that Hello Kitty embodies.”

Proof that classic brands never truly fade, Care Bears remains another cultural touchstone. Since its debut in 1982, this heartwarming property has expanded its reach through television and film. NLC is delighted to also bring Care Bears to the Nordic region, capitalizing on the resurgence of retro trends.

With the rise of Tour de France superstars like Belgian Remco Evenepoel and Danish Jonas Vingegaard, combined with the increasing popularity of the Tour de France Femmes avec Zwift, fan interest in cycling has reached new heights in the Benelux and Nordic regions. Join the NLC team now to capitalize on this cycling boom returning every year in July. Exciting times lie ahead as the agency marks its 20th anniversary. It is preparing to unveil a new visual identity and website that reflects its dynamic and forward-thinking approach to licensing.

“I am incredibly proud of the amazing NLC team for achieving this significant milestone, celebrating 20 years as a trusted partner to some of the world’s most powerful brands. Looking ahead, we will continue our focus on creating amazing partnerships and growing the beloved brands in our portfolio.”n

BEETLEJUICE GAME AHEAD OF MOVIE

Warner Bros. Games recently released a new MultiVersus trailer revealing the first look at gameplay for upcoming playable character Beetlejuice. The Ghost with the Most joined the MultiVersus roster as part of Season 2: Back in Time in August, in advance of the Warner Bros. Pictures film Beetlejuice Beetlejuice, which launched in theaters in September.

Developed by Player First Games, MultiVersus is available now as a free download for PlayStation 5 and PlayStation 4 consoles, Xbox Series X|S, Xbox One consoles, and PC (Steam and Epic Games Store), with full cross-play and cross-progression support. The free-to-play platform fighter features an everexpanding roster of popular characters based on Warner Bros. Discovery franchises. The current roster of characters include Batman, Superman, Wonder Woman, Harley Quinn, Black Adam, and The Joker (DC); Shaggy and Velma (Scooby-Doo); Bugs Bunny, Tasmanian Devil a.k.a. Taz, and Marvin the Martian (Looney Tunes); Arya Stark (Game of Thrones); Tom & Jerry (Tom and Jerry); Finn the Human, Jake the Dog, and Banana Guard (Adventure Time); Steven Universe and Garnet (Steven Universe); Iron Giant (The Iron Giant), LeBron James (Space Jam: A New Legacy); Rick Sanchez and Morty Smith (Rick and Morty); Gizmo and Stripe (Gremlins); Jason Voorhees (Friday the 13th); Agent Smith (The Matrix); Samurai Jack (Samurai Jack); Beetlejuice (Beetlejuice); and an extraordinary original creature named Reindog.

PINK FONG OPENS IN HONG KONG

The Pinkfong Company, the company behind Baby Shark, has announced plans to open its first flagship store in Hong Kong. The store, which opens in September, will showcase over 600 Pinkfong and Baby Sharkbranded products and offer fans an immersive experience into the world of their characters and shows. “We are thrilled to bring the magic of Pinkfong and Baby Shark to life with our first flagship store in Hong Kong,” said Gemma Joo, Chief Business Officer of The Pinkfong Company. “This store will offer our fans a unique opportunity to engage with their favorite characters and shows in a tangible way, surrounded by hundreds of exciting products and interactive experiences.”

MERCHANTWISE TO LICENSE CULT OF THE LAMB GAME

Merchantwise has been appointed by Devolver Digital to represent licensing and merchandising opportunities for the hit indie video game Cult of the Lamb across the Asia Pacific region.

Created by Melbourne and UK-based developer Massive Monster, Cult of the Lamb launched in 2022 and instantly went viral, selling four million copies across the world on platforms including Xbox, PlayStation, Nintendo, PC and Mac.

In collaboration with Devolver Digital, Merchantwise will develop fanfocused merchandise and collaborations in categories including fashion, toys and collectibles, homewares, gifts and novelties across priority markets including China, Japan, South Korea, Southeast Asia, Australia and New Zealand.

Alan Schauder, Merchantwise Group CEO said, “Merchantwise is delighted to be working with Devolver Digital on this brilliant and original new game which originated in our own hometown of Melbourne and has become a global success.

With its kawaii, dark-yet-funny character design, we believe that Cult of the Lamb has all the attributes for success in the world of licensing and consumer products.  Our specialist international gaming team led by Philippe Bost can’t wait to get started.”

Fée Heyer, Head of Global Licensing & Partnerships at Devolver Digital, said, “I am very happy to welcome Merchantwise as a key licensing partner for Cult of the Lamb.   The game is a massive hit worldwide

with a huge and very loyal fanbase so it’s brilliant to secure international representation for consumer products across APAC through the Merchantwise team.   They are joining us at an exciting time for Cult of the Lamb’s consumer products programme – we have already secured several exceptional partners and we are looking forward to meeting potential future partners next month at Brand Licensing Europe in London to complement Merchantwise’s activity.”

BOYHOOD UNVEILS ANGRY BIRDS FIGURINES AHEAD OF ANNIVERSARY

Boyhood and Rovio have announced a new partnership to bring Angry Birds to Boyhood’s signature wooden design collectibles to celebrate the brand’s 15th anniversary.

Boyhood, a Danish modern design and contemporary art company based in Aarhus, Denmark, announced their latest licensing partnership, allowing them to bring even more iconic collectibles to life, in a deal facilitated by Angry Birds’ licensing agency IMG. With Angry Birds’ 15th anniversary at the end 2024, Boyhood wanted to design and produce the world-famous characters as highly detailed wooden design collectibles for fans to collect and enjoy around the world.

The collection will become available in Autumn 2024 with the three iconic characters, Red, Chuck and Bomb, from the original hit game and join the Boyhood lineup of contemporary wooden design collectibles.

All Boyhood products are crafted with the finest raw materials, specifically European FSC-certified wood. The types of wood used for Red Chuck, and Bomb are white oak, smoke-stained oak, and beech wood.

Katri Chacona, Head of Brand Licensing at Rovio, said, “Rovio and the Angry Birds team are thrilled to announce our new collaboration with Boyhood. The astonishing craftsmanship that is brought to our beloved characters is truly remarkable. The finished products are a testament of Boyhood´s skill and dedication, and we couldn’t be more excited to share these high-quality wooden collectibles with Angry Birds fans everywhere.”

PLAYMOBIL LAUNCH PLAYMOBIL JUNIOR

Playmobil has recently announced the launch of Playmobil Junior in the UK toy market.This new range of diverse play sets is crafted with eco-friendly plastics, with at least 90% of the materials sourced from plant origins. From stacking to interactive features, children can let their imaginations soar with Playmobil Junior.

To mark this launch, Playmobil has rolled out a high-impact marketing campaign targeting new parents and those with toddlers. The campaign, set to run throughout Q4, aims to introduce these innovative play sets to a wider audience and showcase their benefits for child development. In a recent show of commitment to engaging with families and children, Playmobil took centre stage at

STRANGER THINGS AND BRIGERTON FROM DISGUISE

Disguise, Inc. has announced the extension of its global rights to design and develop costumes based on characters from Netflix’s hit series Stranger Things and Bridgerton for fall 2024. The Stranger Things collection includes a range of classic and fan-favorite costumes for both kids and adults, featuring iconic characters such as Eleven, Robin and Steve from Scoops Ahoy, Hellfire Club captain Eddie Munson, Hawkins Cheerleader Chrissy, and extending the Demogorgon into infant and toddler sizing so the full family can dress up. The new Bridgerton line, available this fall, showcases stunning adult costumes inspired by Penelope and Colin Bridgerton and reflects the detail to design that was given to the original versions in the series by Shondaland.

the Gloworm festival as the headline sponsor. The brand’s presence was unmistakable, with two prominent 6-meter tall banners displayed on the main stage showcasing the new Junior range. Thousands of children had the opportunity to interact with the new Playmobil Junior play sets, which quickly became a favourite among toddlers. Over two thousand giveaways of Playmobil Junior sets delighted young attendees and their families.

Adam Moore, the Marketing Communications Manager at Playmobil UK, expressed his enthusiasm for the brand’s 50th anniversary celebration and the launch of Playmobil Junior. Moore remarked, “Playmobil is celebrating 50 years of inspiring children this year, and are excited to bring to the market the new Junior play sets. The sets are perfect for the youngest Playmobil fans, it was fantastic to witness how well the new sets were received.” “The positive reception of the Junior play sets reflects Playmobil’s dedication to creating engaging and enriching play experiences for the next generation of children”

The Playmobil Junior brand also introduces a collection of Disney princess sets. Featuring characters like Cinderella and Moana, these sets bring stories to life in imaginative play. From Cinderella’s castle to Moana’s sailboat, children can immerse themselves in magical adventures with these new additions to the Playmobil family.

THE PURPLE DINOSAUR IS BACK!

Mattel, Inc and Warner Bros. Discovery recently today that Barney, Mattel’s iconic purple dinosaur, will return to television screens for the first time in 14 years.

Barney’s World, a new animated series featuring original music and updated takes on Barney classics, will premiere Monday 14th October on MAX followed by a linear premiere on Cartoon Network starting on Friday 18th October. The show also launches on Cartoonito in EMEA and APAC, and Discovery Kids in LATAM. Select episodes of Barney’s World will also be available on YouTube, where the first episode will debut early on 11th October in specific countries.

The new Barney’s World is set in a playground, where Barney is joined by dinos Billy and Baby Bop and their three kid best friends David, Mel, and Vivie. Through action-packed, music-filled adventures together, Barney helps the kids and audiences explore big preschool emotions, showing them how to love themselves, others, and their communities.

Originally launched in 1988, Barney quickly became a global sensation, captivating audiences with the friendly dinosaur and his larger-than-life personality. The Barney & Friends series aired on top broadcasters globally, including 14 seasons on PBS in the United States, with its final episode airing on 2nd November 2010.

“The goal of Mattel Television Studios is to develop and distribute episodic and long-form content that expands Mattel’s characters and storylines across linear and streaming platforms worldwide,” said Josh Silverman, Chief Franchise Officer, Mattel. “Barney nurtures the power of love in all of us, and we are thrilled to bring him back to fans all around the world. We hope this modern revival leaves an impression on young audiences, imparting lessons that will positively influence them as they grow up.”

“We are thrilled to partner with Mattel to bring a fresh, imaginative new take on Barney that resonates with today’s preschoolers and their families around the world,” said Vanessa Brookman, General Manager Kids, Global Streaming and International Networks, Warner Bros. Discovery.

“This new animated series aims to blend nostalgia with modern storytelling, ensuring that the world’s beloved purple dinosaur continues to inspire, educate, and delight young audiences.”

ELMO TEAMS UP WITH MS RACHEL

BUNDESLIGA

Zygomatic Studio has recently unveiled Dobble Bundesliga, a special edition of the symbol-matching card game tailored specifically for football fans in Germany.

In a collaboration facilitated by Bundesliga’s licensing representative IMG, Dobble launched the specialedition card game that features club logos and iconic football imagery of the Bundesliga.

The 55 cards come in a sleek tin box, perfect for on-the-go, and will be available for purchase online and at toy specialty stores in Germany. Since its creation in 2009, Dobble has become a staple for families and friends across the globe, selling over 40 million units in more than 40 countries.

In this game of speed and observation, there is only one common symbol between every two cards. Players compete to spot the match and win the game!

Football fans across Germany can now immerse themselves in the excitement of Dobble Bundesliga, which captures the essence of the league in a card game format.

Two preschool icons, Sesame Street and Ms. Rachel, are teaming up for new videos that will premiere on the Sesame Street and Ms. Rachel YouTube channels. Perfect for back-to-school season, the first video debuted recently and features a song sung by Ms. Rachel and Elmo that is all about getting ready to go to school.

In the video, Ms. Rachel is helping Elmo get ready for school with a brand-new song: “This is the Way We Go to School”. Ms. Rachel shows Elmo how he can get ready for school by getting dressed, eating breakfast, brushing his teeth, packing his bag and giving Ms. Rachel a big hug before he gets on the bus!

This is the first of three videos that Sesame Street has created with Ms. Rachel. Two more videos will be released at a late date and will each include new songs from Ms. Rachel featuring Elmo, Abby and Cookie Monster.

LEGENDARY LAUNCH THREE NEW MONSTERVERSE GAMES

Fans of Legendary’s Monsterverse are in for a treat this year with the launch of three new video games, set to tide them over until the next big-screen installment, recently announced for March 2027. These new games offer fans an opportunity to engage with Godzilla and Kong right in the palm of their hands.

“We are thrilled to be offering our fandom not just one, but three exciting new video game experiences inspired by the Monsterverse,” said James Ngo, EVP, Franchise Management at Legendary Entertainment. “Our collaborations with Tilting Point, 7Levels, and Supersocial exemplify our commitment to delivering challenging, immersive and entertaining experiences for our fans across the globe. Each game uniquely captures the essence of our iconic monsters, bringing them to life in ways that will captivate players of all ages. We are grateful for the amazing partnership with these innovative game developers and are delighted to see the Monsterverse come alive in so many exciting new ways.”

In collaboration with Legendary Entertainment, 7Levels unveils an upcoming 2.5D action-adventure game for PC and consoles. Set shortly after the events of Godzilla vs. Kong, players navigate a shattered city through the eyes of a father searching for his missing daughter. This game promises a compelling narrative and thrilling gameplay. Available on PC, PlayStation 5, and Xbox Series X|S later this year.

Godzilla x Kong: Titan Chasers is a 4X strategy mobile game published by Tilting Point LLC and developed by Hunted Cow Games. Set in the newly emerged Siren Isles, players will build bases, form alliances, and engage in tactical, turn-based combat with their Titan Chaser squads, as well as with creatures they’ve collected from across the Monsterverse like Skullcrawlers, Mother Longlegs and many other fascinating monsters, and ultimately find ways to engage with and support Godzilla & Kong themselves.

MARGARITA - A DREAM COMES TRUE

Margarita, created by the Cris Morena Group — the leading producer of children’s and youth entertainment, known for hits such as RBD, Chiquititas, Floricienta, Casi Ángeles and others—is poised to be the next major success for children and teenagers across Latin America and the USA.

Margarita’s ecosystem offers a wide range of possibilities across all media platforms. It begins with the first season of a 40-hour daily television series with secured worldwide distribution, followed by live stage show tours and a range of licensing opportunities. The worldwide license for stickers and sticker albums, based in Europe, is already in place.

Margarita is a vibrant, modern, and original series that retains the charm of classic stories. Most importantly, it offers a deeply comforting narrative that enriches the lives of children and teenagers, allowing them to fully immerse themselves in this unique experience. For licensing inquiries please contact: Paz Ferrari at  pazf@otromundo.com. ar and/or ehofman@eximent.com For TV and stage shows inquiries please contact: Tomás Yankelevich at tyankelevich@otromundo.com.ar.

FUNKO EXPAND WITH NFL TEES

Funko, the global pop culture brand, has announced a major expansion of its acclaimed Pop! Yourself line in partnership with the NFL. Tees and hoodies for Pop! Yourself figures will be available in all 32 NFL teams. The expanded personalized offerings coincide with an event at the NFL’s kickoff game in Kansas City, marking a start for fans to sport their fandoms in Pop! Form.

Fans will access a selection of gray and white v-neck shirts and hoodies, complete with character body, two accessories (e.g. a football and a foam finger) and NFL-branded packaging to flaunt team pride and allegiance.

Pop! Yourself collectors also gain access to an exclusive avatar of themselves decked out in their selected NFL team attire, ideal for showcasing across social media channels.

“Our groundbreaking partnership with the NFL marks an exciting milestone for Pop! Yourself,” said Funko’s CEO Cynthia Williams. “This first-of-its-kind collaboration empowers fans to celebrate the people they love and the moments they cherish with a personalized touch, while also proudly displaying their loyalty to their favorite NFL teams. We’re thrilled to bring this unique experience to the NFL’s fanbase of over 200 million fans.”

BRIGITTE BARDOT CONQUERS THE UK

At the start of her career, Brigitte Bardot appeard in the movie Doctor at Sea intended for Anglo-Saxon cinema alongside Dirk Bogarde. It was her first introduction to the British audience. In 1956, she was invited to London for the Royal Command Performance during which she was presented to Queen Elizabeth II. The event was also the occasion when the French star met Marilyn Monroe.

Ten years later, at the height of her popularity, Brigitte was back in the UK to shoot her next film: “2 Weeks in September” and discovered the outstanding Scottish landscapes. To this day, Brigitte Bardot maintains the image of a muse and fashion icon enabling the eponymous brand to conquer the hearts of British women.

Indeed, since last winter, Brigitte Bardot has been developing more and more collaborations with major British retailers: Mint Velvet, River Island, Anthropologie, New Look, and Next.

The capsule collections are designed around timeless shapes of women’s wardrobe: the boyfriend T-shirt and crewneck pullover. Each piece is printed with an iconic visual of Brigitte Bardot taken by the famous photographer Léonard de Raemy.

IN MEMORY OF A DEAR FRIEND

On 10th May, sadly after a short illness, we lost Jane Garner, a valued and loved member of the UK licensing industry.

At her funeral, Francesca Ash gave a short Eulogy on behalf of her friends in the industry. For those that weren’t able to be there, we’ve reprinted it below as a tribute to a much-loved friend.

Above: Jiella Esmat.

Below: Karine Ahton

“I first met Jane more than 25 years ago. She was in PR, we are trade press. There was a natural synergy. During those years we transitioned from being business acquaintances to colleagues and became great friends. Jane came to Jerry and my wedding and she and her beloved black lab Jackdaw came down to us in Sussex a few times for birthday parties and weekends of fun

and dog walks. Our industry is very large on a worldwide basis but pretty tight knit in the UK. It’s like a fun and fairly dysfunctional family. And Jane was a really integral part of that. Many of us were in Las Vegas for our annual trade show. But, as many said, something was missing. And that something was Jane. Vegas simply didn’t feel right without her and a lot of us gathered together one evening to share memories, remember happier times and raise a glass to Jane.

As a PR, Jane truly understood the business. She was creative, helpful, professional and always missed just about every possible deadline…. Providing whatever was needed, literally, at the eleventh hour! We travelled a lot together and I have so many memories of fun times with Jane. A particularly memorable day was spent in Venice, on our way to the Bologna Book Fair.

Jane had never been to Venice and was excited to see it. Together with our editor Becky, and her then one-year old daughter, we caught a boat to St Mark’s Square and, as I knew Venice, I thought that walking back through the city would give her a good feel for what Venice is really like. Bad idea with a child in a buggy. Venice is riddled with bridges and steps. Jane manfully helped to lug the buggy over several which wasn’t easy on a very warm day. Then, in an enlightened moment, she managed to persuade a rather bemused gondolier to abandon his gondola and

give us a hand over the worst of the bridges. Sadly, I was laughing too much to take a photo.

She reminded me of our outing only a few weeks ago in one of our more or less weekly phone calls where we would spend ten minutes on work, ten minutes putting the world to rights and, of course, a good amount of time on dogs – in particular Jackdaw.

Before last year’s Vegas show, Jane came with us on a road trip out to the Hoover Dam. We hired an open top mustang, headed out into the desert like Thelma and Louise …. And then it rained!

And late last year, we had a fantastic evening when four of us, including Jane, went to see Abba Voyage in London. Such a fun evening and a bittersweet memory as it’s hard to believe that we won’t have any more evenings like that now.

As an industry, we meet regularly – at trade shows, awards and other events. It is still very hard to process that we won’t see Jane hurtling up the aisles with her Peter Rabbit handbag.

When Jane passed, there were so many lovely memories and comments from our industry.We all said we wished Jane could see them though I suspect she would have been hugely embarrassed at the outpouring of love and affection.

Wherever you are now Jane, I hope you are happy. Your licensing family will miss you more than you will ever know.”

EX-MOONBUG TEAM LAUNCH 8 LIONS ENTERTAINMENT

Moonbug Entertainment veterans Jiella Esmat and Karine Ahton have launched 8 Lions Entertainment, a Londonbased IP growth and development company. Co-founder and Chief Executive Officer Esmat was most recently Chief Revenue Officer of Amuse Animation & Amuse Studios, and previously held senior roles at Moonbug, Paramount Pictures, Sony Pictures and NBCU. Co-founder Ahton, was former General Counsel of Moonbug and Envision Racing, and previously worked at Sanrio and ITV.

8 Lions will harness the power of data driven insights to develop, create, and grow properties that resonate with kids and teens worldwide. By blending traditional entertainment expertise with digital-first Creator-led IP strategies 8 Lions plans to scale IP globally and across all derivatives, with an emphasis on creative synergies between the East & West.

8 Lions’ launch team includes Lovely Chavez as VP Digital

Strategy & Commercial Partnerships, former Director of Channels International at Moonbug and Channel Manager at Wildbrain. Helen Wong as Senior Commercial Manager, previously Market Development Manager for APAC and Senior Channel Manager at Moonbug, and Fletcher Williams as Corporate & Strategy Executive, former Head of Acquisitions and Strategy at Voldex Entertainment, and ex Moonbug and NBCU. Jerome Mazandarani, ex-Managing Director of Manga Entertainment and Crunchyroll UK is advising on Animé and adult animation related projects. Prior to its official launch, 8 Lions represented YouTube sensation Cosmic Kids in negotiations for their first ever TV series, Jaime’s Yoga Adventures, a newly announced Sky Original. The company has also partnered with Acamar Films for its preschool hit Bing for distribution and L&M in the Middle East and North Africa.

LAURA ASHLEY SIGN HOME TEXTILES LICENSE

Laura Ashley, known worldwide for its quintessential British-inspired style and iconic floral prints, has signed an exclusive licensee agreement with Envogue, a leading wholesaler, distributor, and design house of home textiles and home décor products.

Envogue will design, manufacture, and be responsible for distributing Laura Ashley Home Products in North America, including kitchen textiles, aprons, decorative pillows, and tote bags. The collections will feature Laura Ashley’s iconic floral prints inspired by the famed archives and embody the brand’s romantic charm and English country aesthetic combined with Envogue’s creative capabilities and home decor expertise.

Commenting, Nidhi Jain, Chief Executive Officer of Envogue said,“We are thrilled to combine our expertise in the home market with Laura Ashley’s iconography. We are excited to bring Laura Ashley’s timeless elegance and impeccable styles to life.”

Gordon Brothers, the company that acquired the Laura Ashley brand in 2020, has been leveraging its expertise to build brand partnerships like Envogue for the globally renowned fashion and lifestyle brand. Carolyn D’Angelo, Senior Managing Director, Brand Operations, Gordon Brothers & President, Laura Ashley Global, said, “We are excited to bring our iconic floral prints to the North American market through this exclusive licensing agreement with Envogue. The combination of Laura Ashley’s quintessential English country aesthetic and Envogue’s design and distribution expertise is sure to result in a beautiful collection of home products that customers will love.”

HEATHSIDE SIGN WILDBRAIN CLASSICS

NEW PIPPI LONGSTOCKING GAME

For the first time in over a decade, a new Pippi Longstocking game is being released for mobile devices and tablets: - ‘World of Pippi Longstocking’. Stockholm-based game studio Paper Play Games, in collaboration with Astrid Lindgren Aktiebolag, offers children worldwide the chance to dive into the universe of the Swedish children’s book character, now with the freedom to create their very own adventures and stories.

Jacob Berglund from Swedish studio Paper Play Games describes the team’s vision.“Recreating Astrid Lindgren and illustrator Ingrid Vang Nyman’s magical world of Pippi has been a great honor for us. With ‘World of Pippi Longstocking,’ we want to give children the tools to play freely and create their own stories. We simply invite them into this universe. A universe where nothing is impossible and their imagination is the only limitation.”

Johan Palmberg, Content Manager at The Astrid Lindgren Company, says: “We are incredibly happy that a new Pippi game is finally being released, and Paper Play has really captured what makes Pippi so irresistible to children: Pippi does what she wants - there are no rules.”

Heathside Trading Ltd., a leading manufacturer and wholesaler of Pop Culture Consumer Products, has signed an agreement with WildBrain CPLG to produce a range of toys and collectibles for WildBrain’s franchises, Teletubbies and Strawberry Shortcake. The agreement was brokered by Kirsty Guthrie (KJG Ltd) for and on behalf of Heathside Trading Ltd. The Teletubbies and Strawberry Shortcake licensed lines will launch in Q2 2025 through selected retail partners in the UK and Europe. The ranges will include vinyl figures, mini and micro figures, mini environment figures, backpack clips, clip on plush, trading cards, 2D keychains and luggage tags, adult dinner sets, silicone lights die cast, handwarmer plush sets and more. Darren Epstein from Heathside Trading commented, ‘’’We are very focused on bringing some of the best heritage brands to market and Teletubbies and Strawberry Shortcake fit that profile. So many fans grew up in the age of the original release of these properties and now want to explore collecting products from their youth. At Heathside, we want to service this customer base with some great licenses and great content.”

Magic Light Pictures

Nominated for Best Classic Brand at the Licensing Awards, interest in the family favourite shows no sign of waning as Magic Light marks the occasion with anniversary-themed product ranges across multiple retailers and licensees. There are specially-themed anniversary events at Chessington World of Adventures Resort, The Gruffalo and Friends Clubhouse in Blackpool, and the Gruffalo 25th Anniversary Maize Maze, a giant attraction believed to host the largest image of The Gruffalo ever made.  The Olympics were another cause for celebration as The Gruffalo stepped onto the podium for a Team GB colicensed, aisle-end range at major retailer ASDA, where the brand enjoys continued success. This was complemented by an Olympics-themed addon activity throughout the Summer at the ever-popular Forestry England trails at locations across the UK.

and is looking to expand its European presence across Central and Eastern Europe. Live stage shows are currently touring a number of European countries. In Australia – where The Gruffalo is represented by Merchantwise – there is growth in the live events category, with a number of trail partners all over the country, and new apparel product set to go into Peter Alexander stores.

World Book Day continued to be a focus for the Julia Donaldson and Axel Scheffler family of titles, with a highly-successful promotion at UK supermarket giant Sainsburys, which will be repeated next year. Meanwhile, The Gruffalo’s success in the FMCG category continues with the launch of a Forest Fruits handwash with Carex across all major grocers. On screen, The Gruffalo family of brands continues to attract viewers on BBC iPlayer and subscriptions on the Gruffalo World YouTube channel have surpassed the magic one million mark. Overseas, Simba Toys was appointed as the new toy partner for plush in Europe while the brand has licensing agents in Germany, Italy and Benelux

Aykroyds, TDP, Ravensburger, Amscan and Tonies. Magic Light Pictures’ inhouse licensing team is now looking to expand the brand into other categories including soft lines, home textiles, accessories, footwear, greetings cards and role play.

Pip and Posy’s partnership with Parkdean resorts continues and, last Spring, the brand’s second cinema experience – Pip and Posy and Friends – brought fun to selected cinemas at Vue, Odeon, Picturehouse, Showcase and The Light venues across the UK. And for 2024’s annual Playday celebration in August, the friends returned to play at the hugely-popular Snap Dragon Festival in Hinckley and will be visiting high footfall shopping centres in October half term.

The candles are burning bright for BAFTA-winning and Oscar-nominated brand-building and production company, Magic Light Pictures as it heads to BLE celebrating the 25th birthday of its globally-popular evergreen property The Gruffalo.

Highlights for Q4 include: A special Halloweenthemed trail at London’s Kew Gardens; a new bedding range at major grocers; a new range of hardline and toys at Jojo Maman Bebe; seasonal gifting promotions for Room on the Broom, Stick Man and The Gruffalo; and an exciting new adaptation of Julia Donaldson and Axel Scheffler’s book Tiddler, starring Hannah Waddingham as narrator, which will dive into the underwater world of the storytelling fish for BBC One this Christmas.

Over in the preschool market, Pip and Posy is one of the most-watched preschool shows on Milkshake! and the No. 1 show on SKY Kids and their popularity was consolidated in Spring when a range of plush and toy figurines was launched with master toy partner for the UK and Eire Bandai.

Other phase one licensees signed for Pip and Posy included Blues Group,

Publishing partner Nosy Crow continue to launch new TV tie-in titles throughout the year and the dynamic duo will be visiting high footfall shopping centres across the coun try in October where there will be special promotions in the centres’ Waterstones. Additional ly, Tonies will launch two separate charac ters with a range of favou rite Pip and Posy stories narrated by TV star Giovanna Fletcher. With best seller Zog celebrating his 15th anniversary next year, it looks like the candles will be burning for Magic Light Pictures for some time to come. n

magiclightpictures.com

Contact:: licensing@

Blue Zoo Animation Studios con tinues its global mission to cre ate content that not only en tertains but also educates and inspires young minds.

Under the exceptional leadership of Oli Hyatt, Adam Shaw, and Tom Box, the British animation studio, now in its 24th year is consistently listed as a top ten studio worldwide and the first of its kind to receive B-Corp status.

Showcasing new global preschool property, ‘Mojo Swoptops’ and continuing to build on the success of the Blocks Universe.

they help the inhabi tants of the vibrant town of Swoppiton using a wide range of Swoptops housed in their Swopshop HQ.

major territories and a second series is already in the planning stages. Setting the global launch underway this Autumn is CBeebies in the UK with an on-air date of early October 2024. Other territories will swiftly follow with TVO, SVT, NRK, DR, YLE, Ketnet, S4C confirmed. Blue Zoo are working in partnership with Aardman Distribution and will be announcing more broadcast platforms in the near future!

Following a busy and eventful first two years Blue Zoo Licensing is delighted to announce brand new pre-school show Mojo Swoptops® at BLE.

A co-production between Tararaboom (founded by the awesome people behind Peppa Pig!) and Blue Zoo Productions (Paddington Bear, Pip & Posy, Superworm. Numberblocks, Alphablocks, Colourbocks), this 52 x 11’ comedy action-adventure series is a vehicle show with friendship at its heart. It follows the everyday adventures of Mojo, the little truck that swops it top, and

Based on the original Ladybird book series by Cindy Black and Rich Ward, publishing and toy discussions are well underway with further categories being explored to launch from 2025. Alison Warner, Head of Original Content at Blue Zoo Productions says, “I hope the series will strike a chord with today’s young audience, thanks to its underlying theme of kindness— captured in one of the show’s signature catchphrases: “Helping you is what we do!”

The show has been presold into 8

Kate Morton, Head of Commissioning and Acquisitions 0 – 6 at the BBC, said “We are delighted to premiere Mojo Swoptops on Cbeebies this autumn and look forward to our young audience falling in love with Mojo and best friend Bo as they help their local community. Mojo Swoptops is a fantastic example of a British property that appeals to a truly international audience.”

Mojo Swoptops is directed by Dominic Minns and Olly Brown. Dominic directed Supertato, the smash hit comedy action show for Cbeebies.

Dominic says, “I’m thrilled to be involved in bringing Mojo Swoptops to audiences around the world. It’s been such a joy to work on this special series, filled with humour, action, and problem-solving. Mojo is a little truck with a big heart who solves problems by switching out its tops for new skills and abilities. I think kids are going to love going along for the ride with Mojo and friends. We’ve assembled a fantastic crew and we are really proud of what we have created. I can’t wait for families to meet Mojo when the show launches later this year.”

Blue Zoo Digital, a team which has built the Blocks IP’s from zero to 14 billion YouTube views, 83 billion YouTube impressions, over 12million app downloads and an impressive 14 million subscribers to the Blocks chan-

nels in the space of three short years, will be responsible for the digital offering for Mojo Swoptops.

The series will launch simultaneously across YouTube and BBC iPlayer with ancillary content in development. Exclusive content, free and premium apps, music and digital-first exclusives as well as a rigorous social media presence will ensure optimum reach amongst fans worldwide, building a solid foundation to sustain the planned consumer products programme.

Karen McNally, Director of Global Licensing at Blue Zoo Licensing said, “We are very excited by the potential of Mojo Swoptops and are confident that the launch will see a new

We knew that the interactivity of the swopping of Mojo’s tops and the Mr Benn-type excitement of “what top’s it going to be?” would strongly appeal to our preschool audience.  But we just couldn’t get the development right and we never made it into production.

When Charlie Ogilvie and I formed Tararaboom Ltd. in 2020 to get back into children’s IP, Mojo was the first project we wanted to have another go at.  We secured the rights again and pitched it to Blue Zoo – they saw the potential too and we agreed a co-development deal.

The Blocks Universe

Cbeebies loved the developed project and came on board early in the pro-

contender for the hearts and minds of children and parents alike. Great news for potential licensing partners! The friendship between Mojo and Bo and the humour that runs throughout the show is something that will be inspiring and engaging preschoolers for years to come!”

A final word from Richard Bridgwood, CEO of Tararaboom who says of the show, “There was a lot of excitement about Mojo Swoptops at Contender when we optioned the rights to the 1979 Ladybird book series in the early 2000s.

cess with a huge commitment for 52 episodes.  After finalising the financing we went into full production with Blue Zoo in 2023.

The BZ team has done an amazing job and the series has come out even better than I could possibly have hoped.  Each episode is like a mini comedy action-adventure movie with Mojo and Bo’s friendship and their simple motto “helping you is what we do” at its heart.

The response from early screenings has been amazing and we are confident we have a hit on our hands!”

The success of the award-winning hit global show Numberblocks continues unabated. An integral part of the Blocks universe which also include Alphablocks and Colourblocks, Blue Zoo productions have recently signed a five-year output deal with the BBC and multiple new series of Blocks content are in progress.

Numberblocks series 7 lands in the UK this Autumn and new series of Alphablocks and Colourblocks are in development as well as a brand-new show focused on thinking and coding. Following the award-winning toy range from Learning Resources/Hand2mind and a host of other licensed product from partners such as Sweet Cherry, Immediate Media, Trends, TDP and Aykroyds, Rubies and Trends interest from licensees to grow. With a worldwide product launch with Tonies in the Autumn and many other exciting products soon to be announced, the brands continue to go to strength to strength. Recent data showing that Numberblocks is the no 3 growth property in preschool toys overall in the US and our recent inclusion in the finalists for Best Preschool Licensed Property of the Year, age 0-5 and Best Licensed Written Listening or Learning Range at the Licensing Awards UK are testament to the exciting times that lie ahead.

With agents in South Korea, Japan, China and Middle East and more to be announced we continue to expand our presence as international markets become ever more important. There are even more adventures to come! n

To get involved please visit us at BLE, stand C131 or email karen.mcnally@blue-zoo.co.uk

www.blue-zoo.co.uk

www.learningblocks.tv

www.mojoswoptops.com

All Enquiries: +44(0)20 7434 4111

Global Licensing Enquiries: karen.mcnally@blue-zoo.co.uk

Another thrilling year for Pokémon fans still has much more to offer, as the world’s largest single property continues to achieve spectacular results through a vibrant programme of activity across Europe.

With further exciting new releases, collaborations, promotions and events on the horizon, Pokémon remains one of the brightest stars in the entertainment firmament and the innovation and creativity at the heart of this iconic brand’s continued success is set to keep it riding high at the forefront of popular culture. Pokémon’s huge and wide-ranging global fanbase is set for more treats to inspire and engage them, with a range of amazing new products on offer – from toys

Another exciting new launch is Ravensburger’s Labyrinth Glow in the Dark board game, featuring a unique board and mysterious Pokémon that can only be seen in the dark!

And – in addition to its ever-expanding, extensive Mega Pokémon range –Mattel are offering fun beyond words with brand-new Scrabble Pokémon 2-in-1 Game, an exciting spin on the iconic word game that combines the classic board gameplay with the ad-

Jazwares’ ever-popular toy range is adding new characters across its growing collections of plush and articulated figures this year, along with further additions to its cuddly Squishmallows line. And its latest release, just-launched in all its key European territories, is Pokémon Battle Spinners, where trainers can spin, launch and battle with their chosen Pokémon character spinner. The Arena Set comes complete with the Pikachu New Battle Spinner, other New battle Spinners, and characters are available separately.

that saw 23 different Pokémon colourfully adorning bottles of its yoghurt drinks. The promotion is still active in the Nordics & Baltics, CEE, Germany, the UK and Ireland and Italy.

Also in Italy, Pokémon renewed its partnership with Estathe, with a new range of decaf ice tea for kids set to launch in September.

Pokémon remains a firm favourite in the fashion stakes. A new collaboration with British lifestyle fashion brand Skinny Dip launched in August with a special event and a takeover in their Camden store. The largest collection Skinny Dip have done as part of a collaboration, it features almost 200 pieces across tech, apparel and accessories, and offers fans the opportunity to purchase any of the first 151 Pokémon across iPhone and Android phone cases.

Pokémon’s DTR partnership with C&A continues to excel, with year-onyear growth. A summer in-store and digital marketing campaign included 700 window displays and POS across multiple European territories, and for Germany alone 50,000 free Pokémon sun visors were given-away. Also in Germany, Deichmann ran an in-store and digital marketing campaign across the summer holidays in support of Pokémon’s European footwear partner Leomil, which included TCG fun packs as Gift With Purchase (GWP) across 1,400 stores and a three-tier sweepstake prize opportunity.

venturous spirit of Pokémon battles. Funko is adding new characters to its Pop! Vinyl range, and The Wand Company’s popular range of Die-Cast Poké Ball Replicas is also expanding.

The latest special expansion for the hugely popular Pokémon Trading Card Game, Scarlet and Violet: Shrouded Fable introduces Pecharunt to the Pokémon TCG, along with a unique new pattern on parallel foil cards.

A busy year for promotions included a Europe-wide campaign with Actimel

Pokémon has renewed its partnership with leading Italian streetwear brand Dolly Noire. An exciting new collection of apparel and accessories, including shirts, jumpers and socks, is set to launch in 2025. And anticipation is already ramping up for the worldwide release next year of an ambitious new entry to the Pokémon video game series, Pokémon Legends: Z-A, exclusive to the Nintendo Switch family of systems. It’s looking like 2025 is shaping up to be another dynamic and successful year, packed with more new releases, events and excitement for Pokémon fans everywhere. n

“A local story with global appeal...”

Carlichauns Entertainment

Modernising an element of Irish folklore & introducing kids and family-friendly leprechauns to the world

“Building a cut-through preschool brand in a cluttered market has never been more interesting or exciting,” says Niall Watters, CEO of Carlichauns Entertainment. “We’re modernising an element of Irish folklore and bringing the Carlichauns, young leprechauns from Carlingford, Ireland to a new international digital audience. It’s still early days but we’re moving at pace and now it’s all about partnerships.” Local Story with Global Appeal

The creation of the Carlichauns was born out of Ireland’s Last Leprechaun Whisperer Kevin Woods – from the Medieval town of Carlingford – and Tim Patterson – ex BBC, Disney, and Nickelodeon.

Kevin Woods has been telling the story of the Carlingford Leprechauns for the last 36 years and has appeared on numerous international radio and TV stations including RTE, ITV, CNN. He is also the subject of million+ viewed YouTube videos, and each year close to 10,000 people from around the world visit his cavern and folklore park to hear the stories of the Carlingford Leprechauns.

Tim Patterson took this strong foundation and pitched the opportunity to modernise an element of Irish folklore, creating a new leprechaun brand

called “Carlichauns,” one which is kids and family friendly. “We created a narrative which is a local story with global appeal, ” says Niall Watters. So, a key element of the creative process and the development of the show was the fact that Kevin Woods has spent 36 years building the Last Leprechauns brand, and Tim Patterson has spent 42 years in the TV industry where over a 20-year period he specialised in kids’ content specifically in research and editorial. Also recently added to the team, Daniel Mulhall, former Irish Ambassador to the USA, UK, Germany & Malaysia, and lecturer at Harvard and NY University on Celtic studies, and Keith Chapman, creator of Bob the Builder and Paw Patrol.

“I was immediately drawn to the Carlichauns, a world of myth, magic, mystery and mirth! I love the colourful and entertaining cast of characters and the simplicity of the idea, where a hero team of Carlichaun friends go on exciting and magical adventures to grant special wishes to children from around the world. They must overcome challenges along the way, but always with a smile! I am thrilled to be joining Tim, Niall and the Carlichaun team in Ireland on its journey to become a major global brand!” says Keith.

Digital-First Strategy

To bring their idea to life, Tim Patterson and Kevin Woods worked together on character and narrative development, and commissioned Fudge Animation to bring their characters, the Kingdom and Carlingford to life with beautiful visuals. They worked as a wider team to finesse the characters and narrative, and worked closely with Fudge to make sure that the character and landscape designs were aligned with the premise of the show. However, developing a new show is never smooth sailing and given the well-documented challenges within the industry with regards to financing or getting your IP financed, Carli-

chauns Entertaiment have been adopting a digital first strategy kicking off with a Carlichauns Adventure Trail app launch St. Patrick’s Day 2024. This built awareness early and enabled them to greenlight the Carlichauns series pilot which will run in parallel with the digital roll out strategy.

“As a start-up, going through investment rounds, our operation is lean, agile and target driven. Momentum is key when building a brand, and we’re a team that executes at pace. We make every Euro work for us,” states Niall. By adapting a digital first strategy they also had audience feedback with regards to positive character association, where through an immersive app, the characters were brought to life in augmented reality and the target audience could engage with them.

Compelling Storytelling with Positive Messaging & Values

The brand exhibits a number of key themes, including teamwork (they are team of Carlichauns with a mission to grant the wish of the day), hope (there’s hope in wishful thinking), sustainability and eco-friendliness is at the heart of the Carlichaun Kingdom, as well as humour – a key ingredient in making life’s adventures fun.

The series is fundamentally entertainment driven. “Any educational content will be education with a very small e,

Keith Chapman

Niall Watters

and would relate to life lessons, and a nod to the sustainability of the kingdom.”, said Niall Watters. The educational message is not front and central, but subtle. The key message is fun and funny, through entertaining adventures. Omni-Channel-Approach

The team are building a global kids and family entertainment brand that comprises a number of key pillars including a CGI animation series, live action & 2D animation short form, digital books, an augmented reality app, a digital wish centre, gaming, and an ecommerce store.

“We’re standing on the shoulders of a brand that has existed for hundreds of years. Having an omni-channel digital first approach, we are rapidly building our community and global awareness,” says Niall Watters. “As part of this strategy, we have recently partnered with kids and family marketing specialists Kids Industries who will manage our social channels. Our LBE app launched in March, and our live-action short form content was published in May. The series pilot has been greenlit and the Carlichauns Entertainment team are talking with licensing and merchandising agencies. We’re moving at a phenomenal pace, and we’re very excited about what the future will hold for Carlichauns Entertainment.”

The Carlichauns Adventure Trail app – which is a location-based experience whereby kids and families can interact with the Carlichauns via AR – launched in March in five locations across Ireland. The app has already over 2k downloads, 4.9/5 experience rating, 21+ nationalities took part, and

it was no.1 app in the top 10 kids and family apps in Ireland.

Following this success, the Adventure Trail was launched in Los Angeles in May as part of the Irish week celebrations and will be launched in Dubai in October. “Our Adventure Trail app,

as well as being lots of fun, it’s about redefining screentime, and redefining family time by encouraging kids to go outside and exercise,” explains Niall.

The app was also nominated as a finalist in the prestigious Auggie Awards taking place in Long Beach California in June under the Best Location Based’ category.

Key Success Factors

All in all, we can see that in an interconnected world, where kids grow up watching content on YouTube from all over the world, kids shows with a local story but global appeal often find

themselves resonating with audiences worldwide. Whether it’s cultural nuances, relatable characters, or universal themes, shows that incorporate these elements captivate young viewers across borders, fostering a sense of connection and understanding. Of course, at the heart of every great TV show lies compelling storytelling & great characters infused with positive messaging and values. From promoting empathy and kindness to celebrating diversity and inclusion, these shows inspire young minds, imparting valuable life lessons in an engaging and memorable way. If the story is based on an already popular story/brand, even better.

Furthermore, an omni-channel approach ensures that kids shows are accessible across multiple platforms and formats, from broadcast television to streaming services, mobile apps, and social media. This multi-faceted approach maximises reach and engagement, allowing young viewers to connect with their favourite shows anytime, anywhere. The feedback-loop they used with the app is also an important success factor. A digital-first strategy is essential to the success of modern kids shows. Shows that are leveraging the power of digital platforms, streaming services, and online communities, reach young audiences where they are most active, offering on-demand access and interactive experiences that engage and entertain. n

Niall and Tim will be attending BLE in September and would love to talk with possible partners

Kevin Woods

Tim Patterson

ROBOCAR POLI NEW MOVIE, NEW TOYS AND A MUSICAL TOUR

Robocar POLI Special: The Story of The Desert Rescue ranked in Netflix Top 10

Robocar Poli Special: The Story of the Desert Rescue was officially released on Netflix in English on August 15, 2024. Following its high rankings during the pre-launch last year, the official release has achieved remarkable results just ten days after release in the Kids category on Netflix.

During the pre-launch last year, the special movie ranked #1 in Singapore and reached the top 3 in both South

Korea and Indonesia. Also the recent official release has continued this success, recording No 1 in Taiwan and Hong Kong and top 10 in New Zealand, Ireland, and Canada within ten days of release.

And it is also expected to achieve even more positive responses from a wider audience in the future, as diverse localized versions in French, Latin American Portuguese, Latin Spanish are set to be released next year.

Robocar Poli has once again solidified its strong position as a beloved global animation with an impressive performance on Netflix.

In this special movie, you can meet new characters from a desert rescue

riching the story with exciting adventures in a new theme.

Robocar POLI New Toy Line-up Is Ready to Hit The 2025 Toy Market

In 2025, the beloved children’s favorite Robocar POLI is back with an even more powerful lineup of new toys. The brand owner of Robocar POLI, Roi Visual, is set to launch 19 new toys in August 2024, offering high quality and competitive prices. The steady selling lineup of transforming robots is now even more exciting. Kids can now enjoy not only the classic 4-inch transforming robots but also a larger version and a smaller version of transforming robots.

In 2023 Roi Visual exported about 60 SKUs, including the popular 4-inch transforming robots and die-casts, to key Asian markets such as Taiwan, Indonesia, Singapore, Vietnam, Hong Kong, and Thailand.

With a variety of sizes and styles, Robocar POLI is sure to be the perfect companion for kids of all ages. Additionally, for the popular Playset Transforming Headquarters product line, a new product “Let’s go Headquarter”, developed with added features to captivate children’s interest all at a more affordable price, making it a hit among parents looking for great value. In particular, the new collectible “Mini Car” is designed to be compatible with other die-cast brands, allowing kids to play with the new Let’s Go Headquarter Playset with even more variety. Roi Visual aims to target both the premium and the mass toy market with this new lineup. They have already secured orders for the new lineups from all Asian markets. And discussions for the new toy order has started from markets like Europe, Latin America and the Middle East, where high-quality toys at reasonable prices are in demand. Since launching the toy distribution brand “Roi Toys” in 2022, Roi Visual has successfully distributed Robocar Poli’s master toy lineup across major Asian countries.

In 2025, Roi Visual will be showcasing its new lineup at the Hong Kong Toy Show and Nuremberg Toy Fair, to mark a major entry into the European, Asian, Latin American, and Middle Eastern toy markets.

Robocar POLI Musical Tour in Asia

The preschool musical, Robocar POLI ‘Catch the Golden Trophy’ has taken its first successful steps, performing in across 8 major cities in South Korea, including Seoul in 2023. The musical has already won the hearts of many kids with its charming characters and exciting storyline!

Building on this success, it’s planning to bring the show to a wider audience. From December 2023 to 2024, the musical completed a successful run with great performances across three major cities in Taiwan, proving its appeal not just in South Korea but also on the global stage as a top-tier musical for kids.

Encouraged by this success, the musical is set to expand even further. In the second half of this year, the tour will continue in Taiwan and will also travel to other countries across Asia, Thailand, Indonesia, Japan, etc. Looking ahead to next year, Robocar POLI aims to delight fans beyond Asia, reaching out to even more countries around the globe. n

THE CARAT SHOP EXPAND PRODUCT RANGE

The Carat Shop is delighted to announce an expanded product range for 2024, demonstrating their continued commitment to innovation and delivering high-quality products to the licensed toy gift sector.

Building upon the immense success of their Harry Potter collection, they are excited to introduce new products such as the Golden Egg replica gift tin and a charming Keyring and Pin Badge set. This expansion not only strengthens their existing Harry Potter range but also provides retailers with fresh and exciting offerings to captivate their customers.

Capitalising on the global phenomenon of the Barbie movie, they are thrilled to unveil a comprehensive Barbie-themed jewellery and gift collection. Showcasing over twenty captivating pieces, including high-quality sterling silver jewellery and playful novelty items.

Adding a touch of cuteness. The Carat Shop introduces a delightful Pusheen collection. Featuring adorable hair accessories, keyrings, and jewellery, this range is perfect for retailers seeking to cater to a younger demographic while maintaining a premium product offering.

The Carat Shop’s dedication to bringing beloved franchises to life extends beyond fashion dolls and animated characters. The company is proud to announce a new Lord of the Rings collection, featuring iconic symbols

and themes from the timeless epic. This range offers retailers the chance to engage with a passionate and loyal fanbase.

Furthermore, they are excited to reveal an upcoming Wicked collection, timed to coincide with the highly anticipated movie release.This collection will capitalise on the immense popularity of the franchise and provide retailers with a timely opportunity to put product to market in time for the global launch of the film.

Looking ahead to 2025, The Carat Shop is committed to further expanding its product range and strengthening its retail partnerships. They are thrilled to announce their upcoming collaboration on official Premier League football team jewellery and accessories, including collections for toptier clubs such as Spurs, Arsenal, Chelsea, Man City, and Liverpool. This exciting development presents a significant

opportunity for retailers to connect with a vast and enthusiastic fan base. By offering a diverse range of highquality products across multiple popular franchises, The Carat Shop aims to provide retailers with comprehensive branded collection that will captivate visitors to retailer stores and website. They invite those interested to explore their latest collections and discover how The Carat Shop can enhance a product offering and customer experience at BLE 2024, 23-26th September, on stand C231. n The Carat Shop can also be reached via +44 (0) 1279 442 528.

Howard Robinson’s SELFIES

“The Selfies brand continues to see strong sales worldwide and with further entry into new and exciting product categories while retaining a strong presence throughout independent gift stores, tourist destinations and with mass market placements now in Asia to compliment those throughout Europe, USA and Australia.

We are pleased to announce agreements with Liquid Blue in the USA for pre print T Shirts and a collaboration with The Coloured House CV in the Netherlands for T Shirts, Mugs, Tumblers and Fleece Blankets for sales throughout Europe.

Home Furnishings have again been a strong sector with a number of new licensees for bedding, curtains, cushions, accent rugs, blankets, wall coverings and dog beds. Further expansion into Gift and Collectables has added many 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, Christmas decor 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 also available.

Jigsaw puzzles continue to be very strong product and continue to lead the way for the brand and have opened doors to new licenses in many territories. The Lenticular range of puzzles and huge range of stationery items with Prime 3D remains one of our strongest licenses with distribu tion to all corners of the world.

New deals have recently been signed for calendars, notebooks, journals, co louring books, stickers, pencil cases, coloured pencils, board books, cray ons, markers, magnetic tins, and  dia mond paintings and paint by numbers, glasses and keychains. bedding, curtains, blankets, wall stickers, printed roller shutters, phone cases and device skins.

As the Asian consumer has now begun to embrace the Selfies universal charm we are seeing much more growth potential in this region. From

Howard Robinson unveils the latest news about his popular Selfies brand

our first license with Pintoo in Taiwan our client roster has quickly grown to include a whole new Selfie Beach Resort complex

Kennedy Publishing is a leading licensing partner to top global brands, having seen rapid growth of its magazine portfolio over the past ten years.

It’s been another busy year for the company as they build on their established bestselling titles whilst welcoming new brands into the family too.

2024 has seen the addition of two new licensed magazines, Mattel’s Hot Wheels this summer and BBC Studios’ Andy’s Amazing Adventures, which will join the lineup in the autumn.

As well as this, Kennedy have diversified their product line, launching five bookazines, focussed on the Premier League, Lionel Messi and Taylor Swift.

KENNEDY PUBLISHING LOOKING FORWARD TO BLE 2024

The company has also expanded its product lines for current licenses. With huge demand for brands like Gabby’s Dollhouse and Hello Kitty, which is celebrating its 50th Anniversary this year, Kennedy have worked closely with licensors to launch additional colouring magazines which will complement the existing titles, offering fans more ways to enjoy their favourite characters creatively. Kennedy continue to drive momentum for the unique opportunity created by the Barbie movie last summer, with bumper Barbie magazine specials doing especially well with young readers eager for more content.

BLE PLANS

Having published licensed magazines for 20 years, Kennedy place huge importance on the value of industry relationships which is why they’re delighted to be returning to BLE this year. As Sophie Rowlands, Licensing Director, outlines, “We are very lucky to work with so many incredible partners and we can’t wait to catch up with them at this year’s show as nothing beats the face-to-face interaction BLE offers. It is a great platform for us to have discussions about different ways to bring characters to life through the pages of our magazines.”

The value Kennedy place on their relationships with key licensors in the industry is shown in their longestablished and fruitful partnerships. Kennedy’s new launch Hot Wheels is one such example. Having worked with Mattel since 2005, Kennedy now publish five magazines for the toy and entertainment giant, indicative of the trust they put in Kennedy to look after their iconic brands ranging from Fireman Sam and Bob the Builder to Barbie and Polly Pocket. BBC Studios is another example, with Kennedy now publishing over half of their branded children’s titles. As well as catching up with existing partners and brands, BLE is the perfect opportunity for Kennedy to identify new and exciting IP, too. In particular, they are on the lookout for brands with great storytelling – after

all, magazines are all about immersive storytelling not just through comics but with puzzles, colouring, crafts and a gift that ties the whole package together. In addition, it’s not just brands with UK potential they’re on the hunt for, but those with global appeal, as exports are now a major part of Kennedy’s business, accounting for 11% of copies sold in 2023.

Pink magazine, the bestselling girls’ compilation magazine in the UK and Australia, offers particularly exciting opportunities. With the potential to feature up to 34 characters every issue, there’s plenty of room for new brands that will capture the attention of primary girls.

“We have the most diverse portfolio in the children’s magazine market,” says Sophie. “We have no set rules for the brands we want to work with, we are agile and incredibly quick to market. This makes BLE particularly exciting for us as there are no limits to where we can take our portfolio next.”

Kennedy certainly have a lot to offer potential licensing partners, with proven sales success on branded titles,

strong routes to market and expertly created magazines across preschool, primary and preteen categories.

WHAT NEXT?

Kennedy have ambitious plans for 2025, their 20th anniversary year. “It’s already shaping up to be a big year for us,” says Sophie.

“We’ve sold more than 50 million magazines since 2005, so we’ll be focussing on continuing to do what we do so well”.

The company already has another two launches on the horizon, and whilst the details are still under wraps, Sophie tells us, “We’re doing something that’s never been done before in partnership with one of the world’s leading entertainment companies. In addition, we have a brand-new primary girls’ collectable launch which we think is really going to shake up the market. We’ll also be focussing on growing our existing titles, looking at ways we can offer more for fans in new and diverse ways. Above all else we remain dedicated to providing educational and inclusive content for all children.” n

Academy Award® nominated French animation studio

Xilam Animation will bring a distinctive, expanding and colourful slate of new, refreshed and long-standing brands to BLE 2024, as well as showcasing them to new and existing partners over the coming months.

STELLAR BLE LINE-UP FROM XILAM

Headlining Xilam’s line-up is Piggy

Builders – a preschool series which follows a trio of charismatic and curlytailed piggy siblings who live in Fine Forest. The first season is gearing up to launch on leading European free-toair broadcasters, including BBC, ZDF and France Télévisions, in 2025. Xilam is looking for partners to build the brand’s licensing programme across toys, publishing, games, gifting and apparel.

Xilam will also bring Where’s Chicky?

Xilam Animation can be found at Booth A130 during BLE 2024.

Please contact cmenier@xilam.com with any enquiries.

Also starring in Xilam’s BLE lineup is the internationally renowned animation comedy Zig & Sharko, which is celebrating its 15th anniversary in 2025. The fourth season launched in November 2023 and surprised its dedicated and engaged audience, as they watched Zig, Sharko and Bernie make their way back to their island, accompanied by the mermaid Marina who fans saw grow her very own legs. Xilam has established a robust digital presence for Zig & Sharko, which includes over 33M subscribers and 18BN views on YouTube, 2.5M fans on Facebook and 1.5M TikTok followers. Additionally, Xilam’s recently launched spin-off series – The Adventures of Bernie – has made its own digital mark, having already gained 880k subscribers and 280M views on YouTube. For 2024, French licensee Topi Games has launched three Zig & Sharko puzzles in Europe, Mighty Mojo Toys has renewed its partnership for the plush toys based on Marina, Zig and Sharko, and a new QSR campaign in France launches for the brand in September, giving fans the chance to collect four different free gifts across five weeks.

– its short-form non-dialogue comedy series produced by Xilam’s Cube Creative – to BLE. Where’s Chicky? is targeted at a cross-generational audience and sees an adorable little chick turn up in a new environment or discover a new object in every episode. The series has an impressive YouTube presence, with 7M subscribers and 5BN views to date, with particular success in the Americas where it has notched up 1.5BN lifetime views, and also in Asia where it has achieved 170M lifetime views in Indonesia alone.

In addition, Xilam has built a robust social media presence for the brand, and it has now generated over 4M followers on TikTok with 20M likes on the platform. Xilam is also rapidly expanding the linear and SVOD platforms line-up for Where’s Chicky?

franchise for which Xilam is targeting new partners to expand the brand’s merchandise offering across games, gifting and apparel. For Oggy Oggy, this year has seen the launch of new products with Tonies and Hachette, alongside the existing master toy range from Simba Dickie Group. Rounding out the line-up is the classic Oggy and the Cockroaches franchise, and Xilam is building retro lifestyle-inspired merchandise

and is looking to grow its merchandise offering, with a focus on plush, toys and games, educational apps and accessories partners.

Alongside these, Xilam will bring iconic properties Space Goofs and Ratz, which have seen popularity on Netflix, Prime Video and TikTok and both have enthusiastic and growing fan communities. Also featuring is Oggy Oggy, a preschool spin-off from its iconic Oggy and the Cockroaches

programme targeted at young adults and millennials for the beloved brand. In recent licensing activity, Xilam secured a partnership with French fashion retailer celio, under which a clothing collection featuring Oggy and the Cockroaches, Space Goofs and Ratz launched in August. The collection includes t-shirts for adults and young adults and is available online at celio.com and in over 360 celio stores across France. The collection’s designs feature characters from the three brands and capture the humorous essence and originality of these animated brands. In celebration of the collection’s launch, Xilam and celio hosted a meet and greet fan event at celio’s store on the Champs-Elysées in August, alongside a contest on its X account to win t-shirts and other surprises. In further new products, Xilam recently launched a range of premium marbles with French licensee Billes & Co for Oggy and the Cockroaches, Zig & Sharko, Space Goofs and Ratz. n

The Traitors: What’s next for Faithful Fans?

It’s hard to believe phrases like ‘100% Faithful’ have been around for less than two years. Yet The Traitors has reinvigorated the entertainment reality genre. Originally created by Dutch producer idtv, The Traitors first launched in the UK in November 2022, produced by Studio Lambert for BBC. Season 1 was a smash hit success

ful

fan base.Vivid Goliath’s board game and Ginger Fox’s card game both launched as sellout successes, whilst Traitors official interactive book from Penguin Random House made the top 40 on the Amazon book charts for Q4 2023. In dress up and apparel, Rubies Masquerade launched The Traitors official cloaks, which became sellout successes during the season 2 finale and Bioworld’s T-shirt sold out in its first week of launching.

drawing in over 34 million views on BBC iPlayer and winning two BAFTAS, Season 2 cemented its place as a nation-gripping series, averaging 8.1million- and there’s more to come with a third, fourth season and a celebrity version on their way to the UK. This response to the series clearly signified a strong appetite for The Traitors in the licensing market and the success of All3Media International’s product launches with a fantastic slate of partners over the last year has been a clear reflection of properties faith-

This expanding product slate called for a platform to connect all elements of the brand and so our team set up The Traitors online website and store. Featuring exclusive products created with Event Merchandising including a mug, bottle, beanie and cap in addition to games, books, T-Shirts, soundtrack and cloaks, allowing faithful fans to discover multiple ways to immerse themselves in the addictive and entertaining world of The Traitors.

With a Licensing Award nomination for Best Teen or Adult Property and Best Game for Vivid Goliath’s boardgame, The Traitors is well positioned for its next retail rollout, with a new round of partners on board. Licensing apparel specialists TDP Textiles

and Aykroyds & Sons Limited will be launching The Traitors nightwear line through a joint deal between the two companies. Roy Boys, the character gifting brand owned by Roy Lowe & Sons Ltd. will launch a line of a men’s and ladies’ socks and UK Underwear brand, OddBalls, founded to raise awareness of Testicular Cancer will collaborate with All3Media International on men and women’s underwear line.

Notjust will partner with All3Media International to release The Traitors Christmas jumpers. Available later this year these ethically designed and knitted jumpers will include a Fair Isle design, inspired by Claudia Winkelman’s iconic Traitor’s style, with a matching knitted hood and fingerless gloves.The collection will also feature a second fun novelty jumper decorated with well-known Traitors’ motifs and an attached hood inspired by the infamous cloaks from the hit show.

In addition to these, All3Media International will partner with gifting company Kimm & Miller on The Traitors character gift range.

The Traitors immersive experience is also an exciting new chapter for The Traitors off-screen. Developed by the award-winning live events company

The Everywhere Group. Watch this space! n

Find out more about The Traitors at BLE at stand D201

Ready for BLE!

For detailed exhibitor information on the Brand & Lifestyle section at the show, please pick up Total Brand Licensing at the entrance

Brand Licensing Europe (BLE), Europe’s leading event for licensing and brand extension, returns to ExCeL, London from 24-26 September 2024.

BLE brings European retailers and manufacturers/licensees together to discover and meet the world’s biggest, most creative and disruptive brands.

Last year, 9,649 licensing professionals attended BLE. Visitor numbers increased by 28%.

The show attracted record numbers of retailers (up 31%) and visitors from France, Germany, Italy and Spain (up 28%).

Over 200 exhibiting companies will be at BLE in September, representing thousands of well-known and yet-tobe-discovered brands, across every category you could think of.

You can pick up this copy of Total Licensing, as well as Total Brand Licensing, at the entrance.

The show also celebrates its 25th birthday, in excellent company alongside SpongeBob SquarePants, Powerpuff Girls, Neopets, Beyblade and The

Gruffalo.There will be a birthday party at the end of day one on the showfloor in partnership with Licensing International - 1700-1900, Tuesday 24 September – across all the BLE bars with entertainment, cake, party props and speeches.

BBC Studios is showcasing its portfolio of successful brands at BLE to existing best in class partners and potential licensees. Undoubtedly a highlight is the global phenomenon Bluey, recently named one of America’s

Hottest Brands 2024 by Ad Age. The multi-award-winning TV sensation airs in over 140 countries and has 350 licensees globally.

New licensing deals continue to expand Bluey’s reach. BBC Studios recently signed a global licensing deal with Ty to create Bluey Beanie Babies. The landmark deal is BBC Studios biggest with Ty to date and will see Bluey, Bingo, Bandit and Chilli transformed into collectable beanie plush toys. The new line launches in December 2024

BBC

in the Americas, UK and Iberia, and in January 2025 in ANZ. Since its first year, Bluey toys have consistently won accolades from trade and consumer publications, toy and licensing industry associations and top retailers around the world, amassing more than 50 awards and nominations in five years. According to Circana, Bluey is the #2 Preschool Toys character property in the US and the #1 license in preschool in the UK for 2023 . Bluey softlines is expanding too, with major retailers like H&M and Mango Kids launching multi-territory apparel lines. The homeware and gifting ranges are also growing, with new signings including Paladone and Beams International. Plus, a new deal with Danone has been signed for Bluey on their Danonino brand in Spain, with Bluey also expanding into the FMCG sector.

Bluey continues to engage audiences through music, digital platforms, and live events. Bluey Book Reads has garnered over 65 million views across Bluey’s digital channels.The third Bluey

album, “Rug Island,” releases globally on October 25, while Bluey’s World opens in Brisbane in November. Bluey’s Big Play will debut in Spain in September and in Paris in December; and Bluey is the fastest-selling CAMP experience in the US.

Another successful brand, Hey Duggee, launched its fifth series on CBeebies and BBC iPlayer this month, featuring its 200th episode among the new episodes. Hey Duggee has become a CBeebies staple, with nearly 1.39 billion streams on BBC iPlayer since its launch in 2014. Additionally, Hey Duggee marks its milestone 10th anniversary, with cinemas nationwide showing a compilation of beloved episodes from the hit preschool show on the big screen from October. Looking further ahead, spin-off series Hey Duggee’s Squirrel Club will premiere on CBeebies in 2025. Further digital originals are in the pipeline for the official Hey Duggee YouTube channel, which has over 3.1 billion lifetime views and counting. In the US, episodes of Hey Duggee have now landed on the BBC Kids FAST channel on Samsung TV Plus, with additional VOD sales to Roku, Tubi and Peacock.

Doctor Who Season 1 featuring Ncuti Gatwa’s Fifteenth Doctor launched in May on BBC One, BBC iPlayer in the UK and Disney+ in the rest of the

WildBrain CPLG

world. Overall, series 1 delivered an average audience of 4.9m viewers in the UK. Catch this and more on stand C180.

Universal Products and Experiences (UP&E) returns to Brand Licensing Europe 2024 (BLE) on a high after a record-breaking year that saw Universal Pictures crowned the No. 1 highest-grossing studio at the global box office along with winning the Academy Award® for Best Picture (Oppenheimer). Robust plans are in place to continually evolve the licensor’s core franchises as well as introducing new IP from NBCUniversal and all its world-class production partners including Universal Pictures, Focus Features, Illumination, DreamWorks Animation, and Peacock.

Leading the line-up is Wicked. A double licensing opportunity, the movie will be released in two parts with the first premiering on 22nd November 2024, with part 2 planned for Autumn 2025. Retailers and licensees across multiple categories around the world are planning a pink and green fall/holi-

day season that will surely be ‘popular’ with fans of all ages.

DreamWorks Animation’s Gabby’s Dollhouse continues to build upon its success as one of the fastest-growing preschool brands of the streaming era. Multiple consumer touch points will underpin the strong foundations of the franchise and ensure its position as prime licensing real estate. Highlights include a new feature film, Gabby’s Dollhouse: The Movie, coming to theatres in September 2025.

Also from the DreamWorks Animation portfolio, Shrek 5, the first new movie in the series since 2010, continues the ogre’s adventures in the not so Far Far Away future of summer 2026.

From Universal Pictures, the beloved How to Train Your Dragon franchise is set to soar once again with the first live-action adaptation of the property in June 2025.

Jurassic World continues its dinosaur domination with an all new event film set to release in July 2025. Additionally, fans continue to experience the thrills and wonder of the franchise through

Pick up your

the new DreamWorks Animation series – Jurassic World: Chaos Theory –currently streaming on Netflix with a second season planned for this fall. Visit Universal Products and Experiences who will be exhibiting at Stand A171.

WildBrain CPLG is celebrating its 50th anniversary in 2024.

WildBrain’s Teletubbies inspires in contemporary ways for cross-generational fans. The ‘House of Teletubbies’ world tour sees events launching throughout fall and into 2025.

WildBrain’s Strawberry Shortcake celebrates her 45th anniversary with new products highlighting her multigenerational legacy. A resurgence of popularity for classic Strawberry has an array of partners reimagining the brand.

With a new series, Camp Snoopy, launched on Apple TV+ and a feature film greenlit, Peanuts continues to reach a new generation of fans as it heads towards its 75th anniversary in 2025. WildBrain CPLG is bringing partners onboard for an extensive cross-category programme in the UK, EMEA, APAC and China.

WildBrain CPLG continues to build on its global partnership with Playmobil® as master licensee.

SEGA’s Sonic the Hedgehog continues to drive momentum globally with the launch of Knuckles, as well as Sonic the

Hedgehog 3 from Paramount Pictures and SEGA slated for release in December. With an expanded Spin Master partnership to represent Unicorn Academy in Nordics, Iberia, Italy and Benelux, including LBE rights, WildBrain CPLG is driving cross-category opportunities.

Dr. Seuss properties continue to gain traction as WildBrain CPLG adds partners for The Grinch, and for The Cat in the Hat ahead of the animated feature film coming March 2026. With a second Netflix season approaching, the licensing programme for MGM’s

The BLE Interviews: Ian Downes, Director, Start Licensing, A234

Tell me about your business and the brands you work with.

Start Licensing is a bespoke Licensing Agency and Consultancy. We represent a focussed portfolio of licensing rights including TV personality Nadiya Hussain, Aardman Animations, Asterix and Country Diary by Edith Holden. We try to build a good rapport with our licensing partners and clients by being proactive, forward thinking and innovative. Other licensing rights we represent include Britvic Soft Drinks, chef Jane Devonshire and Bouffants and Broken Hearts a design lead brand created by US based artist Kendra Dandy. You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

I have always found BLE to be an event that creates momentum for our business. It is an industry hub, and it creates a great forum to do business in. We are always keen to meet new licensing contacts and retail buyers – BLE is a destination for people looking to get started in licensing whilst it of course allows us to connect with existing contacts. People are there to do business and talk about licensing. It is a well curated show that gives a real focus to the industry. What can licensees and retailers expect to see on your stand?

I think it is not so much about what they can see rather I hope they will receive a warm welcome and a chance to talk to us – we are always open for a chat and discussion. I like to think we are particularly supportive of ‘new to licensing’ companies. We have a lot of experience to share and a fabulous rights portfolio to share. Our portfolio is a good mix of proven brands and brands that deliver an audience.

Are you launching new brands, products and announcing any news at BLE?

Wednesday builds, alongside exciting products for Pink Panther and Rocky. Sony’s extensive slate of hit properties, including Ghostbusters, Cobra Kai and The Boys, continues to see diverse licensed ranges. WildBrain CPLG, stand B171. Following a successful start to the year that included the Aardman x Red Nose Day collaboration with Comic Relief and TK Maxx, a BAFTA® nomination for Chicken Run: Dawn of the Nugget and five Licensing Award nominations, Aardman is gearing up for a ‘cracking’ BLE.

Nadiya Husain has recently seen a brand new range of products launched by Schwartz that build on her award winning range of spices, recipe kits and sauces. This is a great example of a licensed range growing based on ‘in market’ success. Tyrrell’s Crisps have just launched a Wallace & Gromit Wensleydale & Cranberry crisp range in Co-Op. This is a great example of the ‘on brand’ approach we take to licensing and it is also coming at a very exciting time for Aardman as we are gearing up for a new feature length Wallace & Gromit film set to be released later this year. The Ashmolean Museum licensing programme goes from strength to strength – our apparel licensee Park Agencies are also exhibiting at BLE, and they will have examples of their Ashmolean apparel range on show. It is a great example of a heritage licensing programme and one that makes the most of the Ashmolean’s unique archive. Since launching the new Country Diary style guide last year, we have seen great interest in the brand and will be announcing a number of new licensees at BLE for this evergreen brand. It’s the 25th birthday this year, please tell us your favourite memory of BLE. As someone who has been at all 25 BLEs I have a lot of memories, but I have always enjoyed the moments when some of our clients have joined us at the show. A great example being when Nadiya Hussain was interviewed at BLE. She attracted a really sizeable audience who were really interested in what Nadiya had to say and her take on licensing. It really helped kickstart our discussions and underpinned how Nadiya was really engaged with the business of licensing. Beyond this I was very pleased to help launch License This and to be involved in BLE’s Diversity programme. It is always good to see the show and the industry being prepared to use their platform to make a difference. What are the biggest challenges and opportunities facing the licensing industry in your territory?

I think there is a challenge we all face around the economy in the UK and making sure there is a demand for licensed products. That brings me onto the main challenge I see which is making sure licensing remain relevant and authentic. I don’t think we should take consumer demand for granted and we need to make sure the licensed products we all develop remain authentic, have a purpose and provide a good consumer experience.

Nadiya Hussain

Premiering on the BBC in the UK and Netflix globally this winter, and joining the Wallace & Gromit family of films, we will be celebrating our upcoming feature film Wallace & Gromit:

Vengeance Most Fowl which sees the much-anticipated return of supervillain Feathers McGraw. Marking 35 glorious years, Wallace & Gromit are not only family favourites, but pop culture icons through the likes of partnerships with Skinny Dip London and Funko in the UK and Caco in Taiwan who will be launching a range of kids and adults fashion apparel including collegiate jackets, denims and knitwear.

With a new series now in production, the Shaun the Sheep brand continues to flourish through much-loved content that brings Shaun’s adventures to a whole new generation of UK and international fans. The brand is further supported by an ever-growing portfolio of exciting attractions and live experiences around the world.

Looking ahead to 2026, Aardman will be celebrating its 50th anniversary with lots in the pipeline, from brand collaborations and promotions to key celebratory licensed products.

To find out more about partnering with Aardman brands, visit stand E164.

Penguin Ventures, the Consumer Products & Experiences team at Penguin Random House Children’s UK, will be showcasing their portfolio of

Top tips for first time BLE visitors:

iconic literary brands at BLE 2024. An incredible Spring 2024 has placed Peter Rabbit at the heart of family celebrations and cemented his position as the ultimate Easter Bunny. The World of Peter Rabbit is seeing exponential growth across all markets as a result.

Penguin Ventures welcomed The World of Eric Carle into their UK portfolio last year, beloved by genera-

09.45 – Navigating the BLE show floor: This session is a must-attend for new attendees flying solo or returning attendees eager to find what is new for 2024. The BLE team will discuss tips for navigating the show floor, leaving visitors feeling the event is created just for them.

10.00 – Licensing 101 (Tuesday 24 September): This session is a must-attend for new attendees and previous attendees eager to learn more about the licensing industry. They will hear about the basics of brand licensing delivered by experienced industry veterans as they walk through terminology, key players, market definitions, and much more. At the end of the session, there will be a live Q&A with the experts.

10.00 – Licensing 101 (Wednesday 25 September): Learn the licensing basics and strategies needed to make that first, second or 50th deal.This fact filled, educational seminar will include all the basics and strategies for manufacturers, brand owners and everyone in between.The session will cover the essential topics including deal structure, royalty rates guidelines and legal tips and use case studies showing how some of the world’s largest brands use licensing to reach their marketing and financial goals.

10.45 – Show floor tour: Join members of the BLE team to tour the show floor, discover the must-attend activations and know where to go or who to ask for help or advice.The tour is open to anyone visiting the show for the first time or those who need a refresher.

tions of families, there are endless opportunities for licensees to take Carle’s iconic artwork off the page and on new adventures.

The World of the Snowman offers magical experiences every year, from afternoon teas to live shows, ensuring that this timeless property remains central to annual festive family traditions.

A brand-new exhibition for Flower Fairies launches at Watts Gallery this autumn, bringing these exquisite illustrations to new and diverse audiences. Meanwhile, loveable puppy Spot is starring in a touring theatrical show for pre-schoolers this year reaching family audiences across the UK and Tom Fletcher’s Who’s in your Book? series continues to build foundations for a fun and engaging programme rollout in 2025 and beyond.

Find Penguin Ventures on stand: C164 at BLE

Boat Rocker heads into BLE to showcase its hugely popular Orphan Black: Echoes series and dance phenomenon The Next Step. Key projects for Autumn/Winter 2024 include premium scripted spin-off series from Boat Rocker’s award-winning Orphan Black franchise, Orphan Black: Echoes

Penguin

(10 x 60’), which has reclaimed the original series’ dedicated fanbase and expanded its global reach with a raft of worldwide sales. Starring Krysten Ritter and Keeley Hawes, the series launched on Stan in Australia in November ‘23 and was a Top 10 series on the broadcaster. In addition, the series launched on ITVX in May ‘24, with the broadcaster announcing notably strong viewership for June. This summer it launched on AMC, AMC+, and BBC America in the U.S. to a strong audience response and has been sold to NBCU’s Syfy channel where it will air across multiple EMEA territories. A licensing deal with Heathside Trading sees a range of products from Q4 2024 onwards launched through selected retail partners across fan memorabilia, collectables, and gift categories to engage with the brand’s loyal

Continuing to dance its way to success, the UK’s best-loved reality dance drama for tweens, The Next Step is now on its ninth series as the powerhouse brand celebrates its 10th anniversary year. Having recently aired on CBBC and iPlayer in the UK and CBC in Canada, the ninth series continues to chronicle the trials, tribulations and triumphs of national dance champions

A-Troupe as they prepare for a showdown at an international dance competition. Offscreen, the highly successful collaboration with Pineapple Dance Studios continues to be hugely popular with dance enthusiasts, with The Next Step dance workshops and

an associated clothing line. Boat Rocker are at stand number D184. Headlining Xilam’s slate is Piggy Builders – a preschool series which follows a trio of charismatic and curlytailed piggy siblings. The first season will launch on leading European broadcasters, including BBC, ZDF and France Télévisions, in 2025. Xilam is looking for partners to build the brand’s licensing programme across toys, publishing, games, gifting and apparel.

Also featuring is Oggy Oggy, a preschool spin-off from its iconic Oggy and the Cockroaches franchise. The first season saw 30M hours viewed on YouTube in 2023 and is distributed on broadcasters including Channel 5, Super RTL, Frisbee and France Télévisions. In January 2024, Xilam launched an Oggy Oggy activity book and storybook with Hachette, alongside a Tonie toy with the popular toybox company Tonies. Xilam is targeting new partners across games, gifting and apparel.

Where’s Chicky? is a short-form comedy produced by Xilam’s Cube Creative, with an impressive YouTube presence and rapidly expanding linear and SVOD platforms line-up. Xilam is looking for plush, toys and games, educational apps and accessories partners. Xilam will also bring iconic properties Space Goofs and Ratz to BLE, which have seen popularity on Netflix, Prime Video and TikTok and both have enthusiastic and growing fan communities, and animation comedy Zig & Sharko, which was Xilam’s bestselling series in 2023 and has an array of licensing activity in the pipeline for 2024. Rounding out Xilam’s BLE offering is the classic Oggy and the Cockroaches franchise, for which Xilam is building retro lifestyle-inspired merchandise programmes targeted at young adults and millennials. Bulldog Licensing has announced its plans for BLE 2024, where this leading

Boat Rocker

Xilam

licensing industry agency is once again welcoming visitors to stand A190. Bulldog will be promoting an impressive selection of brands ranging from world-renowned classic property

Care Bears, the Me to You character brand, the Magic Mixies toy-based brand, evergreen hit Sesame Street, the much-loved, classic crime-fighting franchise Totally Spies, the iconic comedy character Mr Bean and one of the most successful children’s publishing brands of the past 25 years, That’s Not My….

Care Bears continues to show incredible growth more than 40 years after the property first appeared on greetings cards and inspired one of the most successful licensing programmes of all time. The clear and relatable brand identity – rainbow colours, loveable characters, and unique belly badges, along with the core messages of kindness and caring – remains as popular as ever.

Not surprisingly, costume character appearances from the Care Bears at the recent Gloworm festival proved popular with kids and parents alike, as did a highly successful two-week Care Bears Forever London art exhibition, which began on 29th August at gallery@oxo. Its display of new and original, never-before-seen of Care Bearsinspired artwork attracted fans of all ages, as well as the odd celebrity Care Bears fans!

The Care Bears licensing programme is seeing huge retail traction across

multiple categories, ranging from plush through to apparel, accessories, and homewares, collectibles and gifts, making Care Bears one of the must-have multi-generational brands in the UK. Bulldog is also building on the incredible licensing success of Moose Toys’ Magic Mixies toys range, which began with the Magic Mixies Cauldron. This special toy comes with a spell book and everything else needed to mix a potion to create an interactive magical Mixie pet. The newest, highly successful innovation has been Magic Mixies Pixie Supreme – 10.5” fashion doll with stunning detail and an enchanting style – and the 50 lights and sounds of the Magic Mirror that sets the beautiful Pixie Supreme free. The range has been a runaway hit since launch, both in its own right and now as the inspiration for a variety of licensed products.

Sesame Street is a key focus for Bulldog in the UK. Working on behalf of the global non-profit organisation Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence at UK

retail. In addition to Just Play’s master toy programme, there is a rapidly growing pre-school licensed product range at all major retailers. Sesame Street also has strong appeal to the adult market, inspiring successful ranges of apparel, badges, embroidered patches and more.

This retail and licensing growth is supported by Sesame Street’s strong multi-platform presence across the UK including the recent expansion to Amazon Kids+ with a new season launch in Fall 2024. Sesame Street content is also available on Tiny Pop’s FAST channel, Channel 5’s Milkshake! pre-school programming block, and Sesame Street’s YouTube channel attracts an incredible 94 million annual views from the UK and Ireland as well as a strong social media engagement and reach.

BEYBLADE X makes its BLE debut for Bulldog and marks the fourth iteration of the hugely popular anime series and toy brand which has sold over 500m lifetime units of the iconic toy lines.

Caroline Mickler

Produced by Banijay Kids & Family label Zodiak Kids and Family France, animated spy-fi series Totally Spies! originally ran from 2001 for six seasons. It hooked a generation of fans with its iconic aesthetic and powerful female leads and has recently returned with an all-new 7th season.

Bulldog Licensing has also been appointed by leading children’s entertainment powerhouse Banijay Kids & Family as UK licensing agent for Mr Bean – the iconic comedy character, co-created by Rowan Atkinson and Richard Curtis, that has been wildly popular for nearly 35 years in both live action and animated formats (produced by Tiger Aspect Kids & Family).

Caroline Mickler Licensing, which builds licensing programmes for a number of major properties, will return to stand A180 at BLE 2024 with a portfolio that once again underlines the diversity and originality of the brands represented by this awardwinning, independent licensing agency. The properties highlighted at BLE include The Beatles, Yellow Submarine,

Stanley Kubrick’s iconic films The Shining, A Clockwork Orange, Full Metal Jacket, and 2001: A Space Odyssey, Toxic Waste Hazardously Sour Candy, Horrid Henry, Fifty Shades of Grey, Deddy Bears and the latest Caroline Mickler Licensing signing, Polaroid. With further exciting new releases, collaborations, promotions and events on the horizon, Pokémon will present the innovation and creativity at the heart of this iconic brand’s continued success is set to keep it riding high

at the forefront of popular culture. Jazwares’ ever-popular toy range is adding new characters across its growing collections of plush and articulated figures this year, along with further additions to its cuddly Squishmallows line. And its latest release, just-launched in all its key European territories, is Pokémon Battle Spinners, where trainers can spin, launch and battle with their chosen Pokémon character spinner. The Arena Set comes complete with the Pikachu

Aardman

New Battle Spinner, other New battle Spinners, and characters are available separately.

Another exciting new launch is Ravensburger’s Labyrinth Glow in the Dark board game, featuring a unique board and mysterious Pokémon that can only be seen in the dark.

And – in addition to its ever-expanding, extensive Mega Pokémon range –Mattel are offering fun beyond words with brand-new Scrabble Pokémon 2-in-1 Game, an exciting spin on the iconic word game that combines the classic board gameplay with the adventurous spirit of Pokémon battles. Funko is adding new characters to its Pop! Vinyl range, and The Wand Company’s popular range of Die-Cast Poké

Ball Replicas is also expanding.

Pokémon remains a firm favourite in the fashion stakes. A new collaboration with British lifestyle fashion brand Skinny Dip launched in August with a special event and a takeover in their Camden store. The largest collection Skinny Dip have done as part of a collaboration, it features almost 200 pieces across tech, apparel and accessories, and offers fans the opportunity to purchase any of the first 151 Pokémon across iPhone and Android phone cases.

Pokémon’s DTR partnership with C&A continues to excel, with year-onyear growth. A summer in-store and digital marketing campaign included 700 window displays and POS across multiple European territories, and for Germany alone 50,000 free Pokémon sun visors were given-away. And anticipation is already ramping up for the worldwide release next year of

The BLE Interviews: Peter LoCoco, CEO, Lococo Licensing, D205

Tell me about your business and the brands you work with. We are an established Licensing and Design Agency, celebrating our 30th year in business this year. Our brands, PD Moreno, Animal Club International, Moodles, plus many, many more.and are tailored to meet the ever-changing needs of our clients throughout the world.We see each client as a “long-term partner”, building together a creative impact on their markets.

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

We were one of the pioneers who saw the organiser’s vision to create a venue for mostly European Licensees to come to and find value creative partners. Our participation this year is to both support our current European licensees but also to expand our creative brands to new European licensees. What can licensees and retailers expect to see on your stand?

Unique creativity that incorporates traditional needs and on trend ideas. Are you launching new brands, products and announcing any news at BLE?

Yes. We have just partnered with an amazing artist, and we will showcase his talents with our art direction at BLE.

Please tell us your favourite memory of BLE.

The first year we exhibited when it started. For those of us who believed in the initiative we felt excited to be part of that event.

What are the biggest challenges and opportunities facing the licensing industry in your territory?

The biggest challenge the industry faces is the rapid change of products at the retail level, often not giving it a full chance to be successful. In turn, the licensees are spending more money now in product development than ever with a smaller return on investment.

Is there anything else you’d like to tell us about yourself?

My team and I are honoured to be part of this industry and strive to do our best to maintain the integrity deserved to assist our licensees in being successful.

an ambitious new entry to the Pokémon video game series, Pokémon Legends: Z-A, exclusive to the Nintendo Switch family of systems Licensing Management International (LMI) will showcase its portfolio on stand A255.

“We are enjoying a resurgence at LMI of our quite extensive nostalgia licensing programmes,” say the company with more requests for merchandise for British Motor Heritage where they represent the classic MG marque

along with Austin, Morris, Austin Mini Cooper, Austin-Healey, Austin London Taxi and Triumph. Mattel are expanding their collection of diecast vehicles and Electronic Arts (Dirt/Dirt Rally) and Microsoft (Forza/Forza Horizon) continue to report excellent sales for the video game franchises.

The classic BSA Motorcycle designs are available, with a new apparel programme launching in USA with Goodie Two Sleeves.

Benny Hill figurines (Cosmic Group)

The BLE interviews: Paul Brunton, founder The Wyld Bunch, A188

Tell me about your business and the brands you work with.

and whisky (Spirit Haven Distillery) are launching this summer.

The upcoming centenary for Laurel & Hardy, the most famous comedy duo of all time, in 2027 is sparking additional interest with a number of licensees committed.

With the third Downton Abbey movie release anticipated around Christmas 2025, Highclere Castle will once again be the star of the show.

Lady Carnarvon, chatelaine of Highclere Castle and acclaimed author,

The Wyld Bunch brings audiences and market share to brands and product across social media, in fact what we do is hidden within our name ‘Winning Your Likes Daily’.

Embedded in social media and influencer marketing (via our exclusive-to-the-licensing-industry platform ‘Clout’) our aim is to ‘democratise’ these services making them available and importantly affordable to all within the sector. From pre-school upwards, pop culture, fashion, lifestyle to gaming our clients are reaching m millions of hidden fans across the globe with a little help from The Wyld Bunch.

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

We’re one of the few companies who supply into the industry who exhibit at both Licensing Expo and BLE, it’s our way of putting something back into the industry we love so much and of course to connect with old and new friends from across the world. The show never fails to deliver, conversations begin at BLE.

From a Wyld Bunch perspective, we’re so lucky to work with creators and influencers who understand social intimately. It gives us great insight into audiences behaviour and trends which can then share with our clients and make a really positive rapid impact on their activities within the brand licensing/fandom/social space. For us BLE presents a great opportunity to meet those within the industry and explore how we can help them. What can licensees and retailers expect to see on your stand?

An authentic, reliable and affordable approach to reaching fans and consumers via social media and influencer marketing. We’ll show you how to convert passive audiences into engagedconsumers rapidly, affordably and at scale.

Importantly influencer marketing can be far more cost-effective than traditional advertising methods. According to Influencer Marketing Hub, it delivers 11 times the ROI of traditional digital marketing.

Our creators have followers actively seeking out our partners brands, products, activations and offers - we’re not simply casting a net and hope for the best, instead our creators are pushing our brand focused content to hyper engaged audiences using creative guaranteed to resonate with their audience.

Are you launching new brands, products and announcing any news at BLE and why should people be excited? We’ll be showcasing our SAAS platform ‘Clout’ alongside our global social media marketing experience. It’s worth noting that we only supply into the licensing industry by choice. We’ve a global network of hundreds of thousands (if not millions) of creators aligned to our platform and part of our role is to find the best team of influencers already active within our partners ‘niche’. Through them we connect brands and products with targeted audiences at scale and speed. Campaigns can be launched anywhere in the world within a matter of hours reaching targetedaudiences ready to engage with our partners brands.

When you throw a team of influencers who’ve invested in building an engaged audience within a particular area of the fandom space it generates authentic and trusted two way conversations. We reach fans quickly and effectively and with the help of our fantastic creators convert them into active consumers. What’s more is our campaigns are measurable, delivering invaluable insights to our clients in terms of what their audience crave. It’s the 25th birthday this year, please tell us your favourite memory of BLE.

I don’t think I’ve missed a single show! One moment that (sort of) sticks in the mind for me was when the show was held at BDC Islington. A favourite show of mine as a kid was ‘WackyRaces’ and what was parked outside? Dick Dastardly’s Mean Machine. Or was it Peter Perfects Turbo Terrific?! What are the biggest challenges and opportunities facing the licensing industry in your territory?

I really love what’s been happening over the past few years in experiential and live brand experiences. It feels like we’re only just beginning to scratch the surface of what brands can bring to the sector across multiple audiences. Existing leisure/entertainment based businesses are finding the opportunities to engage with brands to massively enhance their offering. From a personal perspective our amazing influencers and creators are engaging with their audiences to amplify these activities in the space with great success. Is there anything else you’d like to tell us about yourself?

A proud member of Licensing International and a former BAFTA Judge I’ve worked across every side of the licensing industry from running the design team within a rights owner studio,designing licensed apparel for an international licensee and now supplying into the industry. It’s fair to say I’ve a good experience of this wonderful industry.

continues to build on the publishing programme, with books including Lady Almina and the real Downton Abbey and Lady Catherine and the real Downton Abbey selling well, and the largest household textile company in USA, Standard Fiber, is expanding their Highclere Castle Collection for top of bed products and pet beds.

The AXA fantasy comic strip first published in the 1970s in the Sun is now being republished by Dren Publications to include new material, plus Roz HQ Tees (Pogo Group) are bring AXA to Amazon. All licensing rights are available.

“We will of course be keen to discuss our long standing partnership, with International Space Archives ‘’World’s Premier Source of Historic Space Programs’ Imagery’’ which is promoting the Artemis programme as we look ahead to 2026 and the new NASA Moon landing.

The Shakespeare Birthplace Trust are now celebrating the 400th anniversary of the First Folio. HASBRO’s Shakespeare Trivial Pursuit game contains 600 questions (and answers) about Shakespeare’s life.”

Lisle Licensing returns to BLE to highlight its successes and growth over

the past year. In the past two years the agency has broadened its client portfolio and now has a roster representing brands which want to create breakthrough in consumer products and commercial partnerships.

The leading lifestyle duo, Style Sisters, have had a fantastic eighteen months

with Lisle delivering a licensing programme that has seen their brand expand into new sectors which include storage solutions, fragrance and home décor. It was announced last month that the celebrity duo, Charlotte Reddington and Gemma Lilly, are to launch their first homeware collection at Tes-

London Studio

Magic Light

co for Autumn-Winter ’24, comprising 18 homeware items, in more than 200 stores across the UK.

Earlier this year Lisle welcomed The Dogfather, Graeme Hall, to its portfolio covering the UK and Aus/NZ.

Tell us about your business and the brands you work with.

Luxury interiors brand, Poodle and Blonde, were onboarded by Lisle at the beginning of this year and have already generated enthusiasm amongst retailers and licensees.

The Mood Bears licensing programme

Project First runs over 200 YouTube channels overall most of them being live action for preschool kids and also produces preschool animated series with Leo the Truck standing out.

The idea of Leo the Truck cartoon came to my wife Maria when she was watching our 3 year old son Adrian playing with his favourite toy cars. There was not that much high quality contentavailable for early preschool age group as most of the car-based IPs were targeting slightly older kids of 4+. So, we decided to fill this gap of educational early preschool cartoons. With my expertise of working for YouTube MCN-channels and Maria’s background as a teacher in kindergarten, we created the first episodes of Leo with an extremely simple story and slow narration pace suitable for kids of 2+ or even younger.

Leo the Truck is translated into 15 languages and has gained 23bn views on YouTube worldwide. Two seasons with 130 episodes are in rotation with Season 3 in production. Project Firstalso develops its own Leo the Truck apps which have gained over 20m downloads. After becoming a YouTube hit Leo started conquering other media - for the moment the cartoon is also available on Amazon Prime, a number of Chinese VOD-platforms including Tencent and IQIYI.

continues to evolve following the recent announcement of master publisher, Igloo Books. Lisle takes the adorable brand of eight colourful plush bears, which reflect human emotions to BLE, aiming to build the Mood Bears’ licensing programme and have recently signed Hunter Price for stationery, arts & craft and jewellery.

In the art-design category Lisle represents the vibrant and eclectic design brand, Studio Blom.

Lisle Licensing Stand – D211 Magic Light Pictures heads to BLE celebrating the 25th birthday of its evergreen property The Gruffalo.

The Olympics were another cause for celebration as The Gruffalo stepped onto the podium for a Team GB colicensed, aisle-end range at major retailer ASDA, where the brand enjoys continued success. This was complemented by an Olympics-themed addon activity throughout the Summer at the ever-popular Forestry England trails at locations across the UK. World Book Day continued to be a focus for the Julia Donaldson and

You’re returning to exhibit at BLE! Tell me about all the lovely reasons you’re coming back.

Leo the Truck is exhibiting again at Brand Licensing Europe this September because we are developing our licensing programme worldwide and see interest in Leo from licensees from the countries where Leo is popular.

What can licensees and retailers expect to see on your stand?

We have great news since the last BLE – we have more licensing agents on board with Caravanserai for Spain, Portugal and Andorra and AC Lisansçılık ve Medya for Turkey. Thisyear, together with our German agent, Active Merchandising, we have launched books with Panini and Leo songs on Edel platforms. We are releasing new episodes of Season 3 and Leo songs this year as well as more locations to our newest Leo World app. We have received license to launch our own cable TV in English and Spanish for preschool animation and shows and are in negotiations with potential partners to include in their package.

What’s your favourite memory of BLE.

My most amazing memory of visiting BLE about 10 years ago was to discover the scale of the licensing market, to see the booths of all major players and to have a chance to meet bestpeople in licensing from all over the world.

The BLE interviews: Daria Gakova, Head of Licensing and Consumer Products, Project First, E183

Axel Scheffler family of titles, with a highly-successful promotion at UK supermarket giant Sainsburys, which will be repeated next year. Meanwhile, The Gruffalo’s success in the FMCG category continues with the launch of a Forest Fruits handwash with Carex across all major grocers.

On screen, The Gruffalo family of brands continues to attract viewers on BBC iPlayer and subscriptions on the Gruffalo World YouTube channel have surpassed the magic 1m mark. Overseas, Simba Toys was appointed as the new toy partner for plush in Europe while the brand has licensing agents in Germany, Italy and Benelux and is looking to expand its European presence across Central and Eastern Europe. Live stage shows are currently touring a number of European countries. In Australia – where The Gruffalo is represented by Merchantwise – there is growth in the live events category, with a number of trail partners all over the country, and new apparel product set to go into Peter Alexander stores.

Highlights for Q4 include: A special Halloween-themed trail at London’s

Kew Gardens; a new bedding range at major grocers; a new range of hardline and toys at Jojo Maman Bebe; seasonal gifting promotions for Room on the

and

and an exciting new adaptation of

and Axel Scheffler’s book Tiddler, starring Hannah Waddingham

Broom, Stick Man

The Gruffalo;

Julia Donaldson

Universal

Greg Giordano

Rocket

as narrator, which will dive into the underwater world of the story-telling fish for BBC One this Christmas.

The Art of Drag brand is gearing up for a busy BLE 2024, where it will sashay into stand D200 alongside brand licensing specialist The Point.1888, which has recently been appointed to develop retail and licensing opportunities for this playful, funny and ever-soslightly-subversive property.

A major talking point at BLE will be planned updates for the Art of Drag design assets that includes collaborations with real-life star drag queens, including stars of RuPaul’s Drag Race.

In 2024 a brand-new cosmetics collection from LGBTQ-owned US brand Vampyre Cosmetics joined last year’s calendars, jigsaws and notebooks from UK publisher FlameTree Publishing, a fashion collab with major UK retailer boohooMAN and boohoo.com, and Art of Drag wall art and high-end prints with independent wall art company Tall Boy Prints.

Art of Drag also inspired Pride 2024 throughout the June-August period

with a wide range of specially designed stationery, giftware and cards in collaboration with leading stationery group Ryman.

Mad Beauty announces the launch of its highly anticipated AW24 collection. With an array of innovative gift sets and individual products, these new offerings are designed to captivate customers and elevate seasonal gifting with trend-setting beauty and care essentials. This year, Mad Beauty is bringing something for everyone—from Disney devotees to Warner Bros. fans, and for the first time ever, Rocky Horror. Mad Beauty also launches four ranges under the Warner Bros. license, celebrating some of the most iconic characters and franchises.

As the Managing Director of Greg & Company, Greg has had the opportunity to work with a variety of

Licensees. While he currently licenses designs to over 85 different manufacturers, licensing artwork to various greeting card companies continues to be a staple of his business, and a product category that is continuing to grow and develop.

Following in the footsteps of his father, greeting cards became an instantly successful category for Greg Giordano. The variety of subject matter in Greg’s designs, from cars and trucks, dogs and cats, various birds and butterflies, wildlife and diverse seasonal themes, allow his artwork to be featured on greeting cards for any occasion. In fact, Greg’s artwork is currently featured on over 150 greeting card products, helping to celebrate weddings, birthdays, Father’s Day, Christmas, and any other special event that requires stationery.

Perfetti Van Melle announces its participation at BLE (Booth D240), showcasing its playful candy brands and celebrating their fun and colorful essence, with Chupa Chups in the spotlight.

A vibrant booth has been created to highlight Chupa Chups’ iconic pop spirit, enhancing its essence and offer-

RHS

ing an immersive, eye-catching experience that perfectly captures Chupa Chups’ joyful and dynamic personality. The iconic brand designed by Dalí is more fashionable and versatile than ever. It’s making its mark with fashion designers and fast fashion retailers across the globe, and further captivating amazing luxury brands, such as Fendi with its Chupa Chups lollipop holder.

At the show, Perfetti Van Melle will provide a glimpse of thrilling new launches and artwork developments. The GOOD Shopping Guide will make its debut at BLE. After nearly 25 years of licensing its certification mark to companies and brands, it are now expanding into licensing to manufacturers too. Aviva, Octopus Energy, Neal’s Yard, Green People and Green 100 and scores of other companies have already signed up. The GOOD Shopping Guide has been at the forefront of sustainable and ethical licensing across multiple product sectors since 2001.

At BLE the focus will be on two sustainability-focused properties available for licensing: a) Ethical Accreditation by The GOOD Shopping Guide, b) a wholly new sub-brand available for partial or full branding of sustainable products (the name and design of this will be announced at BLE for the first time).

The GOOD Shopping Guide is talking in the License Global Theatre at Brand Licensing Europe on Thursday 26th September at 11am, and will be at stand A274 at BLE.

Zoonicorn, the global preschool property seen in more than 100 countries worldwide, heads into Brand Licensing Europe (BLE) with a new licensing partner, new products and the launch of its official branded Amazon portal.

Zoonicorn’s seven-minute episodes are produced by Toonz Entertainment and Zoonicorn, LLC and distributed by Toonz Entertainment. Global licensing is led by J’net Smith of All Art Licensing. Zoonicorn will be represented at BLE by Debi Rosenfeld of NXT GEN Brand Marketing, LLC. Find Zoonicorn at the Toonz Entertainment booth (Stand #E171).

Zoonicorn has entered into a Global Merchandising Agreement with Teddy Mountain the world’s largest wholesale supplier of DIY (do-it-yourself) Plush products. Zoonicorn licensee Storypod will be releasing a new Zoo-

nicorn bundle for its interactive audio player featuring a Promi Craftie yarn-audio character, a new audio storybook entitled “Home Sweet Home,” a Zoonicorn branded activity & coloring book, and a magnetic Token that plays 10 sing-along songs. The new products will be available this holiday season.

The Royal Horticultural Society (RHS) has announced its plans where it will welcome visitors to stand C273. As well as highlighting the impressive strength and accelerating growth of its licensing programme, the RHS has a special launch planned for BLE: an exciting new style guide that adapts its design assets to the diverse needs of its new partners.

The past year, however, has seen growth both in established RHS categories like gardening, homeware and gifts and new categories, bringing the RHS brand to nursery products, outdoor furniture and even socks, to name only a few!

Recent gardening partnerships include licensing the Wildlife and Birdcare Nature Recovery Project to produce a wooden habitat home collection for a variety of garden wildlife, and Willsow

for its delightful range of RHS Plantable Calendars and Plantable Christmas Crackers. In addition, Crane Garden Buildings, a national leader in the garden building industry, is to produce the RHS Garden Building Collection by Crane Garden Buildings, a unique range of leisure buildings, offices, outbuildings and garages.

Recent RHS endorsements in this category include the VegTrug range of raised beds and products for home growing and AutoPot, a supplier of sustainable plant watering systems. And 2025? More and better is the aim for the coming year.

Rocket Licensing is back at stand A205 – with some big news for BLE 2024.

Its portfolio includes Miffy, The Elf on The Shelf, The European Space Agency, Godzilla, Little People, Big Dreams, Fuzzballs, Horrible Histories, Horrible Science, Rocky, Legally Blonde and much more!

Miffy, the iconic brand created by Dick Bruna, is a global phenomenon, with over 85 million books sold worldwide supported by television series, a YouTube channel, and multiple influencers and celebrities. At BLE The Rocket Licensing team will focus on further growing the UK & Eire licensing programme in the run-up to her 70th anniversary in 2025, boosted even more

Ciela, Giocolibreria Semola & Kleine Eland. With re-orders already coming in, Santoro is now kicking off the licensing program with licensee Chaks S.A.R.L set to launch a Bangoberry partyware collection in January 2025 across France, Germany, Scandinavia, Benelux, Switzerland and Austria. Santoro is now actively seeking licensees for Bangoberry.

In major news for Italy, Santoro has acquired the iconic Smemoranda brand, having taken on the license earlier this year.

Santoro’s Gorjuss is expanding in North and Central America, with new licenses signed in Mexico for stationery, colouring books, gift bags, greeting cards and mugs. In North America, Santoro is developing a limited edition range of Gorjuss dolls, with additional categories poised for future licensing deals.

by the launch of a new CGI animated TV series to coincide with this major anniversary year.

With The European Space Agency (ESA) 50th anniversary celebrations in 2025 and headline-grabbing new launches and missions on the way, the brand will continue to build momentum. The range of licensed products, which already includes apparel, model launchers and limited edition prints, was recently joined by a major licensing agreement with DK, the world’s leading children’s non-fiction publisher, to create a range of ESA books for children and young people. The initial launches will include two books: The Astronaut Diaries: Journals of Andi Futura Aged 11 ½ (autumn/winter 2024) and a choose-your-own-adventurestyle book called Mission to Mars (spring/summer 2025), both offering an engaging and informative fictional narrative underpinned by STEM content.

This year’s Brand Licensing Europe event will see Santoro present a series of strategic new brand launches and expansions. Bangoberry, Santoro’s new animal brand, will be a key feature on stand A202, having launched at retail this May across 14 countries. The brand can be found across a variety of retailers including, but not limited to: Cartoidea, Carturesti Librerii,

The British Museum invites licensing and retail partners to make history together as the world-renowned institution prepares to make its Brand Licensing Europe show debut.

Officially the UK’s most visited tourist attraction, The British Museum welcomed 5.8 million curious minds through its doors in 2023.

Brand Licensing Europe 2024 provides a platform for potential partners to explore the huge potential of this high equity brand IP. As master storytellers, The British Museum will showcase its dual licensing strategy, which is anchored by an amazing selection of 1200 objects from the Museum’s over 8 million objects, each with its own unique narrative that will add value, interest and authenticity to partners. Clever animated imaginings of key artefacts in the form of the character Bastet, based on the world famous bronze Gayer-Anderson cat from the Ancient Egyptian collection, extends the reach of the Museum’s programme into the character licensing space. n

Bulldog

WARNER BROS. DISCOVERY ANNOUNCE NEW DIVISION

Bruce Campbell, Chief Revenue and Strategy Officer of Warner Bros. Discovery (WBD), recently announced a new global structure for the company’s worldwide studio tours, retail destinations, touring exhibitions, and all location-based experiences, bringing together the existing licensed entertainment and owned and operated teams into a single worldwide division.

Warner Bros. Discovery Global Experiences will be charged with strategically expanding the company’s fan facing experiences and pursuing new businesses that capitalize on the Company’s world-class intellectual property like those with Universal Destinations & Experiences and Miral, and its award-winning operated businesses including Warner Bros. Studio Tours in London, Hollywood, and Tokyo.

“WBD has an incredible mix of location-based experiences for fans around the world, from theme parks and tours to exhibits, retail and more,” said Bruce Campbell, Chief Rev-

enue and Strategy Officer for WBD. WBD Global Experiences combines the company’s existing Global Themed Entertainment licensing group, and the Studio Tours & Retail owned and operated division into a new cohesive and unified division. The new team will develop and execute on global strategies that offer partners the right mix of both models, putting WBD in a position to drive growth and become a worldwide leader in the creation, development, licensing and operating of location-based entertainment inspired by Harry Potter, DC, Looney Tunes, Scooby-Doo, Game of Thrones, Friends, Discovery and more. Simon Robinson, Chief Operating Officer of WBD Studios will add leadership of WBD Global Experiences to his responsibilities. He will report

to Bruce Campbell for Experiences and will continue reporting into WBD’s Chief Financial Officer Gunnar Wiendenfels for his studio and content operations and financial roles. Robinson appointed two veteran leaders to his new Experiences organization who will report to him:

Peter van Roden, Exec VP, Global Themed Entertainment, will continue in his role leading the licensed location-based entertainment and theme parks businesses as well as the division’s global business development.  Sarah Roots, Exec VP, Worldwide Studio Tours & Retail, will continue in her role leading WBD’s owned and operated experiences including the award-winning Warner Bros. Studio Tour – The Making of Harry Potter, the Warner Bros. Studio Tour Hollywood and the Harry Potter flagship and other retail stores.  Sarah and her teams in London, Tokyo, and Burbank have made the company’s studio tours must-experience destinations with industry leading visitor reviews.

THE INSIGHTS FAMILY

Total Licensing talked to Nick Richardson, founder of The Insights Family about the upcoming Brand Licensing Europe.

What are your plans for BLE and how important is the show to the Insights Family?

“We are very excited to announce the launch of NextGen Insights at BLE. Having launched Kids Insights in 2017, we have observed how kids, have become tweens, how tweens have become teens, and we decided to follow teens through to their next stage, as they become “NextGenners”. So at BLE we will be releasing our first report based on our NextGen data, which can be downloaded by visiting go.theinsightsfamily.com/ble2024”

Tell us more about NextGen Insights?

“NextGen Insights was an idea I had about 3 years ago, and with close col-

laboration with a number of clients and partners we have finally launched it! The product focusses on 19 to 30 year olds, and perfectly fits the gap between Kids Insights (3-18) and Parents Insights, as the average age that someone has their first child across the G20 is 29 years old.  NextGen follows on the methodology we developed and utilise for Kids and Parents Insights, with all data being collected through surveys, made available in real-time and accessible via our incredible portal. Initially we have launched NextGen Insights in US, UK, France, Germany, Italy and Spain – and have received incredible from a large number of our clients who have taken subscriptions in the new product”

What major trends are you noticing at the moment –both in licensing and in more general terms around kids and retail?

“I think the power of gaming is still

underestimated by many, in terms of new IP discovery, engagement with IP and even co-creation of new IP with IP owners. I think the next few years we are really going to see this resonate with retailers and the high street.”

You are totally global, but how do you provide local intel, or utilise the global info to tailor to smaller companies?

“A few ways one our methodology is designed to be best case nationally representative in each country we operate, so for companies who work with us, we can give them access to 22 global markets, all major markets across EMEA for example, and data not just for the UK but broken down by region such as the North West, Northern Ireland or Scotland. The power that this gives our clients is significant – for example the difference in football as a hobby in the North West of England vs East Anglia is significant – meaning brands and retailers have an opportunity to localise product ranges based on our intel. Furthermore whilst the product team are based out of Manchester we have recruited a diverse talented teams of individuals who mean we have expertise from all parts of the world, which is now headed up by industry guru Adam Woodgate who joined us earlier this year”

As technology changes constantly, how do you use it to gather the most accurate and up to date info?

“Technology of course has an impact, but because we rely on first party data that we own, we are in control of our own destiny. We are investing heavily in data science technologies to unlock more actionable insights from our data, and to also translate the data into different outputs based on how our clients use our data, such as media planning or IP / brand health analysis. We can all see the direction of travel with legislation that I question whether a lot of the data which companies currently use will still be accessible in the days, months and years ahead.” n

Winning Moves’ Squishmallows Top Trumps collections rose to be the fastest-selling games in just one-quarter of sales in ‘23. Blueprints stationary collection has been a huge success to date with top selling skus across Amazon and an FSDU programme in 570+ Tesco stores this February. Panini’s Squishmallows collection consistently makes the top 10 volume lists in UK Circana (Q4 2023), shipping over 1.4m units to date. Q4 also saw the much-anticipated McDonald’s Halloween and autumn Happy Meal, which caused a social media frenzy! The launch was so popular, the Squishmallows Halloween toys sold out a week early! This summer, Squishmallows premier space within Selfridges showcased a Squish Squad festival vibe, including the ultimate infinity selfie mirror allowing fans to become truly immersed in the brand.

Building on the phenomenal success in fashion, Squishmallows partnership with H&M has dropped a third collection this summer. It’s in hot demand after the original collection became H&M Kids most interacted with social post ever garnering over 24.5K likes with selected items selling out globally in the first 48 hours. Beyond H&M Squishmallows is still a consistent top seller at NEXT and C&A and has recently seen new product launches at NAME IT, George and New Look. Stand-out success has also been secured with iconic sportswear brand PUMA for their Squish-branded Spring ‘24 apparel and footwear collaboration featuring fan favourites such as Cam the Cat.

Expanding into new product catego-

ries for AW 24, the Squishmallows licensing programme will include hair accessories & jewellery with Hunter Price, oral care with stand-out new brand Ordo and lighting & bedroom accessories with Fizz creations. This autumn, Horizon USA will bring their #1 selling toy on Amazon US (Feb 24), Squishmallows compounds to Europe. Introducing the micro trend into the Squishmallows portfolio, Jazwares is launching new 1-inch Squish-a-longs with over 150 Mini-Squishmallows that you can take with you on the go. Created with uniquely soft, squishable plastic, the super cool 1-inch Squish-alongs collection will feature rare and ultra-rare characters, driving the hunt for fans to find their favourites. Over 500 new Squishmallows plush styles will also be launching in 2024 in the UK alone.

The Squishmallows brand spans generations but is primarily led by the Gen Z audience. They share endless images of their collections on TikTok and fuel the younger audiences’ aspirations when it comes to styles and Squads. Powered by the loyal Gen Z fan base, TikTok and Instagram remain the key platforms for brand and influencer campaigns. Second half of ‘23 alone, TikTok campaigns saw a whopping 56+ million views in Europe and a dad buying Squishmallows gifts for mum was the most organically viewed UK TikTok influencer content for 5 months. With 1.9m followers, and generating more than 120m social impressions Squishmallows-owned social

channels have exploded with a YOY growth of 52%.The socially driven, fanfirst event celebrating the 2nd annual Squishmallows Day on 7th March ‘24, gained over 7.6+m social impressions for #SquishmallowsSquad. The ‘Squish Tour’ (May 24) travelled to 7 Smyths Toys stores with fans queuing for over 2 hours to be part of the experience, gaining +4M social impressions, 116 pieces of press coverage and resulted in +90% sales uplift. Since Squishmallows’ debut in 2017, the brand has become known for its ultra-soft feel and adorable designs, delighting fans of all ages with the Squishmallows’ unique and lovable personalities. Now sold in over 60 countries, Squishmallows’ vast audience and multi-generational appeal have fuelled a milestone of over 400+ million plush sold YTD. Winning the Overall Best Toy of the Year (TOTY) Award in the U.S. three years in a row and Dream Toys UK two years in a row, Squishmallows is the #1 plush brand globally, the #1 toy in UK, US and Canada YTD, fastest growing property in the UK and the best-selling plush manufacturer in Germany and Australia. In April 2024 Circana reported Squishmallows as the number one girls property in the UK, with 7.5-inch Squishmallows also continuing as the number one toy item, a position it has held for the last 18 months in the UK to date, with a further 5 Squishmallows in Circana’s top 50 toy item list. Last year saw the launch of the first Squishmallows brand spot. Showcasing the multigenerational appeal of the brand it was placed to strategically reach our Gen Z target audience across social media, VOD platforms and at Taylor Swift Eras Tour screenings. n

Squishmallows’ global industry-leading lifestyle franchise licensing programme propels into 2024 with A+ licensed collaborations from the hottest properties launching cross-category consumer products and growing exponentially in the last 12 months with over 100 consumer product partners now onboard globally.

Jazwares is meeting exceptional demand for the global Squishmallows franchise by appointing new licensing agents in international territories. With 9 nominations in the Licensing Awards 24 and chart-topping sales, Squishmallows phenomenal success continues.

To book an appointment at BLE 2024 contact Olivia Wiggett owiggett@jazwares. com and visit Squishmallows at stand C211.

At this year’s Brand Licensing Europe, SEGA’s EMEA licensing team is proud to showcase this year’s remarkable achievements as well as unveil ambitious plans for 2025 and beyond.

In the first half of 2024, SEGA recorded impressive year-over-year growth across the EMEA region, driven by the launch of new DTR partnerships and significant expansion in key categories such as toy, home and apparel.

Looking ahead to 2025, SEGA are poised to introduce exciting new partnerships across a variety of categories, including toys, apparel, publishing, and more.

SIGNIFICANT GROWTH FOR SONIC

This summer, the Sonic brand Team brought the Sonic experience directly to fans across the EMEA region with a series of in-person activations. At MotoGP Silverstone, fans were thrilled by a custom Shadow-themed motorcycle and had the opportunity to meet Sonic in person. Meanwhile in Germany, attendees had the opportunity to demo the Sonic X Shadow Generations game and explore the exciting collaborations with LEGO, TikTok, Samsung, and Paramount Germany as they gear up for the highly anticipated release of Sonic the Hedgehog 3 in cinemas on December 26.

In the apparel and home categories, SEGA continues to enjoy double-digit growth across the EMEA region. The team renewed global and regional strategic apparel and home partnerships with Bioworld International, Fashion UK, Character World, William Lamb, and others. They also extended their global partnership with Pyramid International ensuring Sonic fans have access to a diverse range of Sonic-themed products.

The toy category remains a key focus for SEGA, building on the runaway success of the Sonic the Hedgehog LEGO collection. In August they were excited to expand the collection with several new sets, offering fans even more ways to experience the fast-paced world of Sonic. Additionally, we’re pleased to an-

nounce a new plush partnership with ToyTopic across Europe. Long-standing partners like Character Options, Carrera, and Winning Moves will also launch new Sonic toy and game ranges, further solidifying Sonic’s presence in the toy market.

This autumn/winter, the team are delighted to introduce a regular Sonic the Hedgehog magazine in partnership with Story House, Egmont! The magazine will deepen fan engagement with Sonic and immerse young fans in his captivating world. Additionally, Harper Collins are to launch new publishing formats, including the very first Sonic the Hedgehog Annual featuring fun facts, games, puzzles, and more, perfect for fans eager to dive deeper into the Sonic universe.

The team are also thrilled to announce a global partnership with Panini,

launching Sonic the Hedgehog-themed trading cards and sticker albums this autumn. Fans can now collect and trade their favourite characters, adding a new dimension to their Sonic experience.

Later this year our new DTR partnerships promise to bring fresh and distinctive Sonic products to the market. Italian fashion chain Calzedonia Group will debut children’s apparel featuring Sonic designs in Calzedonia and Tezenis stores and key British retailer Marks & Spencer is expanding their Sonic range with new categories, ensuring that fans have more ways than ever to connect with their favourite blue hedgehog.

As Sonic the Hedgehog’s popularity continues to soar, SEGA remains committed to exploring innovative partnerships and delivering products that allow fans to experience Sonic in exciting new ways. n

A Global Wave of Joy and Creativity

The world of fashion, music, and lifestyle has just been electrified by an extraordinary new global initiative—the House of Smiley. Born from the iconic Smiley brand, this groundbreaking project has set its sights on spreading joy and positivity through a series of unforgettable events across the globe. The Smiley influencer team has already embarked on this exciting journey, marking its first milestone with a sensational debut in the United States at one of the most influential cultural events of the year: Coachella.

A Star-Studded Launch at Coachella

The launch of the House of Smiley at Coachella was a momentous occasion, one that has set the tone for this global initiative. Against the backdrop of one of the world’s most renowned music festivals, the House of Smiley transformed into a vibrant hub of creativity, where influencers, artists, and brand partners came together to celebrate in style.

The House of Smiley was more than just a physical space; it was an experience. Attendees were immersed in a whirlwind of activities designed to invigorate the body, mind, and soul. From rejuvenating yoga sessions under the Californian sun to dazzling beauty

makeovers by top professionals, every corner of the House of Smiley buzzed with energy and positivity. Dance parties broke out spontaneously, fueled by the festival’s electrifying atmosphere and the infectious smiles of everyone present.

This debut was not only a celebration of the Smiley brand but also a showcase of its diverse fashion and lifestyle consumer brands. A bespoke social media campaign captured the essence of the event, broadcasting it to millions of followers worldwide. Through curated content, followers were given a front-row seat to the House of Smiley experience, sharing in the excitement and joy that permeated every moment.

The response was overwhelming, with social media platforms lighting up with hashtags and stories that kept the spir-

it of the event alive long after the final act at Coachella had played.

The Journey Continued to Ibiza

The success of the House of Smiley at Coachella was just the beginning.

As the initiative gained momentum, the next destination on its global tour was the vibrant island of Ibiza. Known worldwide for its dynamic music scene and breathtaking landscapes, Ibiza offered the perfect setting for the House of Smiley to continue its mission of spreading positivity and fostering creativity.

In Ibiza, the House of Smiley immersed itself in the island’s cultural and musical heritage, creating an experience that resonated with the local vibe. Collaborations with local and international influencers, musicians, and artists delivered unforgettable events that were uniquely Smiley. From beachfront yoga sessions at sunrise to exclusive guest passes for top-tier music venues, every aspect of the Ibiza activation was designed to inspire and uplift.

One of the highlights of the Ibiza experience was an exclusive guest pass to see the legendary DJ Sam Divine perform at Ushuaia, one of the island’s most iconic venues. Attendees also enjoyed a bespoke dining experience with a private chef, blending culinary excellence with the relaxed, joyful

Unveiling a Global Initiative for Unforgettable Events

spirit of Smiley. For those seeking adventure, a private yacht tour around Ibiza’s stunning landscapes offered a chance to explore the island’s natural beauty, all while embracing the positivity and creativity that the House of Smiley embodies.

A Celebration of Music, Art, and Lifestyle

The House of Smiley Ibiza is not just an event; it was a celebration of music, art, and lifestyle that captures the very essence of what Smiley stands for. This initiative goes beyond simply hosting events; it is about creating moments that leave a lasting impact, building a global community that shares Smiley’s passion for spreading joy and positivity. Through these events, Smiley aims to do more than just entertain. The House of Smiley is a platform for fostering creativity and well-being, encouraging attendees to express themselves freely and connect with others who share their positive outlook on life. Whether it’s through art, music, fashion, or wellness, the House of Smiley seeks to inspire everyone it touches, leaving a trail of smiles and good vibes in its wake.

Beyond Ibiza: The Global Journey of House of Smiley

As the House of Smiley continues its journey around the world, it will carry with it the same energy and spirit that made its debut at Coachella and its Ibiza activation so memorable. Each new destination will offer a unique experience, tailored to the local culture and infused with the universal message of positivity that Smiley has championed for decades.

The global initiative is not just about creating temporary events; it’s about leaving a lasting legacy. Smiley is committed to building a movement that transcends borders, uniting people through shared experiences and the

universal language of a smile. By collaborating with local communities, influencers, and creatives, the House of Smiley aims to make a meaningful impact wherever it goes.

Building a Community of Optimism

One of the core objectives of the House of Smiley is to build a global community of optimism. In a world that can often feel divided, the House of Smiley offers a refreshing counter-narrative—one that emphasises connection, creativity, and joy. This community is not limited to the physical events themselves but extends to the digital realm, where Smiley’s social media platforms serve as a hub for followers to share their own stories, experiences, and, of course, smiles. Through its innovative campaigns and events, Smiley is redefining what it means to be a global brand. It’s not just about selling products; it’s about selling a lifestyle—one that is rooted in positivity, inclusivity, and creativity. The House of Smiley is the embodiment of this philosophy, bringing it to life in the most vibrant and engaging ways possible.

Collaborating for a Brighter Future

As the House of Smiley continues to expand its global footprint, collaboration remains at the heart of its success. The initiative thrives on the partnerships it has cultivated with some of the world’s most influential brands and personalities. Smiley’s fabulous brand partners who participated in the House of Smiley events at Coachella and Ibiza include: AERIE, AGR, American Eagle, Any Old Iron, Biancoperla, Billabong, Butrich, Dock & Bay, Don’t Call Me Jennyfer, Dr. Martens, Eastpak, FILA, GAP, H&M, Happy Soda, Jules, KKLUE, L’envie, Lennis, Lineasette, Loiter, Loqi, Maaji, Maison De Vacances, Maison Deux, Market, Moschino, Mr. Maria,

New Era, Peace Collective, Peter Alexander, Postery, Pull & Bear, Samii Ryan, Smiffys UK, Smiley Wines, Suck UK, Sunnylife, The Forecast Agency, Tommy Hilfiger, Triya, Urban Decay, Weat, Zara. These collaborations are more than just business agreements; they are creative partnerships that allow Smiley to push the boundaries of what’s possible. By working together, Smiley and its partners create experiences that are not only memorable but also meaningful. Whether through exclusive product lines, interactive installations, or unique event activations, these partnerships help to amplify Smiley’s message and reach new audiences worldwide.

Campaign Results

Smiley’s Global Wave: The House of Smiley’s Impact at Coachella and IbizaThe House of Smiley has not only captured the imagination of the world but also delivered remarkable results that underscore the success of this global initiative. With its vibrant activities at Coachella and Ibiza, the House of Smiley has set new benchmarks in the realms of fashion, music, and lifestyle. A Global Reach That Resonates - The House of Smiley’s debut at Coachella and its subsequent activation in Ibiza have together amassed an incredible total reach of 25,374,502. This staggering figure highlights the widespread appeal of Smiley’s message of joy and positivity, as millions of people around the world tuned in to witness the unique experiences that the House of Smiley offers.

Engaging the World - Engagement is a key indicator of the impact of any campaign, and the House of Smiley has excelled in this area. The activations at

Coachella and Ibiza generated 338,494 total engagements, demonstrating that the House of Smiley is not just reaching people, but actively involving them in its mission to spread happiness. These engagements reflect the deep connection that Smiley has forged with its global audience, encouraging them to participate in the conversation and share in the joy.

Growing a Community of Optimism

- The House of Smiley’s influence is also evident in its ability to attract new followers. Across both activities, the initiative garnered 11,058 new followers, further expanding its global community of optimism. This growth is a testament to the magnetic appeal of Smiley’s philosophy, drawing people into a movement that celebrates positivity and creativity.

Influencer Highlights: Amplifying the Message - Influencers have played a crucial role in amplifying the House of Smiley’s message, and the campaign’s influencer highlights are nothing short of impressive

These influencers brought their unique voices and creativity to the House of Smiley, creating content that resonated

with millions across social media platforms. The combined reach on Instagram and TikTok, totaling over 11 million, showcases the power of these platforms in spreading Smiley’s message far and wide. Additionally, the 140 hashtags generated throughout the campaign highlight the organic enthusiasm and engagement that the House of Smiley has inspired.

Looking Ahead: What’s Next for House of Smiley?

As the House of Smiley continues its journey, there is much to look forward to. The global initiative is set to make stops in some of the world’s most exciting and culturally rich destinations, each offering its own unique twist on the House of Smiley experience. The House of Smiley is poised to become a global phenomenon.

In each new location, Smiley will continue to collaborate with local influencers, artists, and creatives, ensuring that every event is infused with the flavour and spirit of the place it calls home.

This approach not only creates more authentic and impactful experiences but also helps to build stronger con-

nections between Smiley and its global audience.

Join the Movement: Spread Joy with House of Smiley

The House of Smiley is more than just a series of events; it’s a movement. A movement that invites everyone to join in the celebration of life, creativity, and positivity. Whether you’re attending one of the events in person or following along on social media, there are countless ways to be a part of this global initiative.

For those interested in collaborating with the House of Smiley, the opportunities are endless. Whether you’re a brand looking to align with Smiley’s message of positivity, an influencer with a passion for spreading joy, or simply someone who believes in the power of a smile, there’s a place for you in the House of Smiley community.

As the House of Smiley continues to grow, so too does its impact. By bringing people together and creating moments of happiness, Smiley is helping to build a brighter, more positive future for all. So, join us on this incredible journey, and let’s spread smiles and make a difference, one destination at a time.

The House of Smiley is taking the world by storm

One unforgettable event at a time.

From its spectacular debut at Coachella to its upcoming activation in Ibiza, this global initiative is redefining what it means to be a brand in today’s world. By focusing on positivity, creativity, and community, Smiley is not only creating memorable experiences but also making a lasting impact.

Influencer Highlights:

Total Number of Influencer Guests: 23

Number of Influencer Posts: 116

Total Reach on Instagram: 5,950,922

Total Reach on TikTok: 5,416,998

Hashtags Generated: 140

As the House of Smiley continues its journey across the globe, it invites everyone to be a part of the movement.

Together, we can spread joy, inspire creativity, and build a brighter future — one smile at a time. n

For more information on upcoming events or to explore collaboration opportunities, please don’t hesitate to reach out. Let’s create something amazing together!

How TF1 Licensing is developing Live Experiences...

Live Events and Live Experience are key strategic activities in modern Entertainment, so much that most actors in licensing create experiences with their brands. As the leading Entertainment content broadcaster in France, TF1, through its Licensing Department, has been developing this vertical for many years now, implementing some major projects. Here are some examples.

The first major launch was the Camping Paradis Vacation network launched in 2020 with Neocamp, professionals of camping and outdoor tourism. The idea was to fully immerse vacationers into the universe of the TV Fiction show Camping Paradis, taking advantage of its success – 4m TV viewers per episode on average* – to create a one-of-a-kind-experience for fans.

Starting with 12 sites in France in 2020, today we have over 90 sites all over the country and in Spain, welcoming 1 million vacationers throughout the year. The secret behind this success is that they didn’t limit the experience to visible details – which are numerous: from the signage all over the grounds to the uniforms, including the golf car. Indeed, Neocamp went further than that to create a fully immersive and qualitative experience. Everything is branded and handled with care: the animations are tailor-made to match the ones from the show, the shops are offering branded products and the animators are trained by the network, in the Camping Paradis Academy, to guarantee a great quality of service. Those efforts have paid off since Les

*Source: MédiamétrieMédiamat

Vacances Camping Paradis has been elected French People’s Favorite Brand in their category in 2021 and again in

2022 for 2 years, and for the 3rd time in 4 years in 2024!

Encouraged by this success, TF1 Licensing decided to expand Live Experience and to associate with professionals to create new projects. In the Summer 2022, they launched, together with TF1 Spectacles and Sodexo, the Miraculous Cruise on the Bateaux Parisiens. During a one-hour-journey, visitors were able to travel on the Seine to discover some of Paris’ major monuments, while having fun with the famous animated series for children, Miraculous, taking place in the French Capital. A fully immersive show was created, in which children and adults needed to help Ladybug and Cat Noir save Paris from a villain - Hawk Moth. The show was tailor-made for the cruise and played by professional actors wearing the official costumes of the characters. To complete the experience, visitors could find dedicated products in the “Bateaux Parisiens” store, along with Miraculous products by official licensees. The cruise was such a success that it was renewed in 2023 and welcomed over 100 000 visitors!

Live Experience is redefining tourism offerings all over the world. It penetrates all kinds of sectors, even

hotels. For four years in a row, TF1 Licensing and TF1 Live (TF1’s ad department’s subsidiary dedicated to special operations) have been working with Accor Hotels on a 360° partnership between ibis Hotels and the famous musical TV show The Voice.

In 2023, they went big and created The Voice ibis Tour, a tour of five shows all over France with five artists from the show, including one special show with artists from the 2022 season. The Tour was advertised all over the country with a national and display campaign, but also on social media and TV sponsoring. To go even further, 380 ibis hotels were theatricalized with exclusive experiences such as blindtests, game contests, etc.

On social media, the operation earned +99m engagement in volume, and +88m contacts aged 25-49 were reached on TV. A huge success for a one of the kind operation for TF1 Licensing and its partners!

Those are only a few examples of the projects TF1 Licensing has launched before 2024. The key to the success of these operations is always to work with the best experts in their field, who are able to understand the power of a brand to amplify the immersion and the quality of the Live Experience. Knowing this,TF1 Licensing’s team and partners launched new major projects in 2024, including the following ones. Working with Neocamp on the success of the Vacances Camping Paradis, they both decided to pursue the partnership on a new project launched last Spring: The Ushuaïa Villages branded holidays. Designed

for guests in search of Nature, Discovery and Authenticity, this new network draws on the power and values of Ushuaïa, the TF1 Group’s heritage brand managed by TF1 Licensing. The idea was born from realizing that people are more and more asking for vacation spots close to nature, close to their country, where they can regroup and connect. The owners of the 17 locations have all one thing in common: they love their country, their region and want their visitors to discover them properly by sharing local favorites and allowing guests to rest and recharge in authentic and unique outdoor accommodation through discovery activities in harmony with nature.

Ushuaïa Villages’ distinctive offering is based on an active approach to more sustainable and responsible tourism, with the aim of achieving Green Key certification for the entire network in the medium-term. From 17 locations at the launch, the network aims to develop and have around 45 villages in 2025, all serving the same purpose and sharing the same common values.

It has been quite a hectic Spring/ Summer period for TF1 Licensing, since, in a more ‘rock’ tone, the team also launched a structured project: The first The Voice Café opened its doors in France, in Villeneuve d’Ascq, near Lille (Northern France) on June 27th! This unique venue combines a restaurant and musical entertainment, immersing visitors in the world of The Voice. While you enjoy a meal or a

drink with friends, The Voice Café transports you to the lively world of this most successful show produced by ITV Studios France. It’s a moment of pure togetherness and entertainment, with family or friends, plus a high-quality culinary experience paired with a program of events and live music, including a karaoke box offering for those who want to have fun and sing without being seen by others. The project is run by TVC Live, in association with TF1 Business Solutions, and it made a lot of sense to create it, especially based on a brand such as The Voice. Indeed, after 12 years, the show is still a great success, achieving 4m TV viewers*. Music is a universal theme that goes beyond every barrier. As they did with the other developments, TF1 Licensing and its partner saw an opportunity to create something that didn’t exist before, based on the concept of Eat-tertaiment.This project has been developed with The Voice DNA, leaving the TV set to create a location where people can go and make it their own. It’s a multi-faceted project with interactivity, events, a food offering, a shop, and even the link with the actual show for some lucky ones who will access the casting… A ground-breaking launch, which will for sure disrupt the Live Experience and the food services industry!

TF1 Licensing aims to develop Live Experiences for the whole family, expanding its strong brands through unique concepts. Broadcast 6 days a week on TFOU, Miraculous is an ongoing success with 38% audience share amongst the 4-10* and some high peaks up to 52% last May*. This brand has managed to conquer all the public, from children to adults. For this reason, it was an obvious choice for Château de Versailles Spectacles this Summer – Fall season. Indeed, since July, Miraculous has been taking up residence in the Gardens of the Château de Versailles to coincide with three annual immersive events: “Les Grandes Eaux Musicales 2024,” “Les

Grandes Eaux Nocturnes,” and “Les Jardins Musicaux” featuring musical gardens and fountains in the ground’s gardens and groves. Throughout the summer and continuing until the end of October, every child who visits receives a Miraculous activity booklet, offering an engaging way to explore the gardens and learn while having fun with a tailor-made adventure created by the operators. This special event ensures an unforgettable experience, blending education and entertainment in an enchanting setting, making the event a highlight of the summer. This exciting activation has been supported by a multifaceted Paris-based communications campaign throughout the summer season, orchestrated by Château de Versailles Spectacles, including a poster campaign in the metro and on the streets of the Paris, along with an extensive joint social media campaign between Grandes Eaux de Versailles and Miraculous. French toys specialist

La Grande Récré is the retail partner to accompany this beautiful operation with in-store activations.

Given all these great developments, it is safe to say that TF1 Licensing is expanding Live Experiences, always associating with key partners to create immersive and qualitative activations. More are still under discussions, including some on major IPs such as Koh-Lanta (French version of Survivor) or the iconic Barbapapa Family. TF1 Licensing is always looking for experts to partner with so do not hesitate to contact the team to discuss further developments! n

We caught up with Thomas Merrington, Creative Director, Penguin Ventures to find out some of the exciting news for BLE and beyond...

What are Penguin Ventures’ plans at BLE?

Some of the best outcomes from every BLE are the new business opportunities for both consumer products and experiences – so our focus is always on making those connections and forging new relationships. What in particular are you looking to highlight at the show?

The breadth of our IP portfolio.As well as having our amazing classic brandsPeter Rabbit, The Snowman, Spot and Flower Fairies - we now also represent the World of Eric Carle in the UK and Ireland and Tom Fletcher’s Who’s in Your Book?. Whilst they all originate from children’s books, the brands we manage and own are all incredibly different and each offers unique opportunities for licensing extensions.

And what kind of partnerships are you looking to forge/explore?

From a consumer products perspective, the team are particularly interested in growing our infant offering. So this would encompass everything from baby feeding to travel systems and early years development. From my side, on LBE, we are focussed on the hospitality sector and will be looking to connect with hotel and restaurant partners. Expanding on this, we are particularly keen to work with beautiful venues with impressive outdoor spaces. Peter Rabbit, The World of Eric Carle, The Snowman and Flow-

Penguin Hops to BLE

er Fairies all have an authentic connection to the countryside, wildlife and nature and so can play particularly well in these spaces, appealing to families and adding value to those venues. How is the LBE space growing for Penguin?

We are fortunate that our brands are all firm favourites with families who perhaps grew up reading the books that our licensing programmes have evolved from. As such we reach a very expansive audience demographic – our experiences cover everything from family trails to afternoon teas and stage shows. There are some really exciting plans on the horizon that will see us venture more into the world of technology. We have also recently acquired a new collection of original artwork from the estate of Cicely Mary Barker to add to our existing archive of Flower Fairies, which will form part of an exhibition at the Watts Gallery in Surrey later this year, and we are currently planning our next major Peter Rabbit exhibition of original artwork for Japan which will launch in 2028.

Can you give us some interesting examples that you have created/ been involved in recently?

Last year we worked with Grosvenor House Hotel for the first time, to deliver a Snowman Afternoon Tea. Together with our existing partners the Birmingham Rep - who run our Snowman stage show – we were able to offer families a magical and memorable experience at Christmas time. The tea was such a success that we are work-

ing with Grosvenor once again on a licensed Flower Fairies afternoon tea, which is just as beautiful and exquisite in its execution.

Our current Peter Rabbit trail with the Historic Royal Palaces at Arlington Court has performed incredibly well. The team there did such a fabulous job of bringing Beatrix Potter’s stories to life within the grounds of the palace and I am excited to say it will be returning next year.

I am also currently working on something new and exciting for The Snowman.

What about LBE makes it such an attractive prospect in licensing?

I think for many brand owners LBE is the most effective and meaningful way to connect directly with the fanbase, offering families memorable experiences, which in turn creates a deeper sense of brand affection and loyalty. Licensed brands perform strongly within the LBE space as they have an existing and often passionate fanbase, who need no introduction to characters or backstory. That said, fans have high expectations and as the custodians of some of the world’s most beloved children’s book brands, we have a duty and responsibility to meet those expectations and to continue the legacy of the brands we represent. Therefore it’s imperative for us to work with the best LBE partners to deliver experiences that elevate our brands in a meaningful way and that we can be sure will surpass our audience’s expectations. n

Knock, Knock. Who’s there? Beano! Beano who?..

Beano fun reading this without some exciting news from the nation’s favourite comic for children!

In a recently announced partnership, Beano has joined forces with Bulldog Licensing, to further expand the brand in retail, licensing, and experiences. With Bulldog’s track record of success with brands like Sesame Street and Care Bears, they’ll be exploring fresh opportunities for Beano in both the kids’ and adults’ markets. With its instant familiarity and sense of fun, as well as a super-sticky physical comic at its centre (it’s not literally sticky, but the stories definitely are), the Beano brand reaches audiences across a range of touchpoints, including a popular book series from Farshore, an animated TV show, Beano. com, YouTube, and FAST TV channels. Children can also dive into the Beanotown universe on Amazon Kids+, following the “World of Beano” hub which launched this summer. The new brand hub offers a wealth of original content, including a digital experience of the Beano comic, books from the “Dennis and Gnasher” fiction series, the CGI animated series, and much more, designed to spark kids’ imaginations, foster a love of reading

for fun, and entertain with iconic characters.

With nearly half a million kids reading every week, Beano has been enjoyed by generations. In the UK alone, 28 million people read the comic as children, making it a trusted evergreen brand that parents and grandparents are eager to share with the children in their lives. This love for the brand translated to retail success over Christmas, with Kap Toys’ Beano line in Sainsbury’s, where the brand’s strong recognition led to fantastic sales, as parents and grandparents stocked up for the holidays. The ‘Beano Box of Tricks’ was also recognised with a silver award at the 2024 Independent Toy Awards.

Looking ahead, Beano will focus on key retail moments and core products, continuing to invest in marketing and engagement. The 85th anniversary campaign reached 90 million impressions and featured across the news, with even Harry Styles’ mum joining in the social media fun.

Mike Stirling and Craig Graham, Beano’s Directors of Mischief and Mayhem (and star

authors), regularly appear at major book festivals like Hay, Edinburgh, and Cheltenham, where they meet fans at sold-out events. In schools, Beano’s “Britain’s Funniest Class” joke-writing competition continues to grow, rewarding young fans with prizes and recognition. The 2024 edition was a huge success, with a four-fold press coverage and growing each year. Next year, Beano will launch its first Graphic Novel series with Farshore, centred on the popular “Betty & the Yeti” comic story. Preparations are also underway for Dennis’s 75th anniversary in 2026, with exciting new releases planned, including collectors’ coins from the Royal Mint, a special tie-in book set in a surprise iconic museum, and new partnerships to be revealed soon. n

PARAMOUNT’S PRESCHOOL HITS ARE ON A ROLL!

In the world of preschool entertainment, it’s no exaggeration to say that Dora the Explorer has been a game changer.

Dora was the first Latina lead in a children’s series. She became one of the most iconic preschool characters ever. And now she’s the star of Paramount+’s DORA, a series that premiered in April 2024, combining gorgeous, immersive CG animation, with adventure, authentic representations of culture, and the second-language learning that she’s always been known for.

Fans around the world are loving it.

Supported by a launch plan unlike any other in Nickelodeon history, preschoolers everywhere have responded to the fun and excitement of the new series.

Audiences first got their first look at the series in a theatrical short that debuted in front of last year’s PAW Patrol: The Mighty Movie™. From there, DORA’s audience began steadily building on YouTube, where fans got early access to new episodes along with access to Paramount’s vast library of content from the original series.

In April, DORA launched simultaneously in more than 130 markets on Paramount+ and Nick Jr. Within a few days, it was a top performing launch

and is now a top Preschool property in key markets such as the US, UK, Germany, Benelux, Spain, and Italy.

At the beginning of summer, DORA began to air on Nickelodeon globally as well as on local, free-to-air channels

in key territories around the world. Globally, DORA has surpassed 1 billion minutes viewed across platforms including Paramount+, linear networks, social platforms and YouTube.

Across other touchpoints, there is a dedicated DORA PlutoTV channel, new video games coming, and Paramount is in development on even more ways for preschoolers to connect with this character they love.

It’s all part of Paramount’s global, multiplatform content strategy–which of course, also means giving fans the chance to interact with DORA outside of content: from new DORA walk around characters on tour in the UK to new DORA rides in Italy, fans across Europe will enjoy multi-

ple touch-points and location based events. On the strength of this enormous investment in content, marketing and experiences, Paramount has built a roster of hundreds of licensees for consumer products, including a partnership with Spin Master to develop a toy line, with products focused on friendship, music, culture and learning.

With two seasons available now on Paramount+ as well as the upcoming milestone 25th anniversary of this iconic franchise next year, the excitement about working with consumer products partners to bring DORA to retail could not be stronger. All of this momentum adds to Paramount’s powerhouse preschool lineup, in-

cluding PAW Patrol. Produced by Spin Master, PAW Patrol launched on Nickelodeon over a decade ago and became the biggest thing in preschool television.

Today, the crew of lovable rescue pups–with their gadgets, vehicles and catchy theme song–is a rite of passage for kids everywhere.

PAW Patrol is a multi-billion dollar franchise, and it’s truly global airing in more than 180 territories and translated into 33 languages. It’s the #1 Preschool Series Globally on Paramount+ and the #1 Linear Program on Nick Jr. in more than 10 countries.

More than a decade after it first launched, PAW Patrol is still the number-one licensed preschool brand.

This year, PAW Patrol will go into a record-setting eleventh season–-the most for any Nickelodeon preschool show, ever and the second season of the spinoff series, Rubble & Crew, also produced by Spin Master, premiered in the US this Spring and launched around the world this month.

And Paramount is expanding its live touring productions, “The Great Pirate Adventure,” “Heroes Unite,” and “Race To The Rescue” with a fourth PAW Patrol Live Show, “A Mighty Adventure.” kicking off a two-year North American tour in October.

Paramount is launching a brand-new marketing campaign unlike anything before. The first ever ‘always on’ campaign, “PAW Patrol to the Rescue” will constantly refresh and evolve, continuing to build fandom with kids, while deepening its relationship with parents through PAW-centric solutions for every childhood milstones.

And in July 2026, the pups will be headed back to the big screen with a third PAW Patrol theatrical.

Across all consumer touchpoints–from linear and streaming to live shows and digital content, and of course, consumer products, PAW Patrol is still on a roll! n

Miraculous Corp, the newly-founded joint venture between Mediawan and ZAG, is set to revolutionize the Miraculous™ franchise by uniting all aspects of the brand under one new company.

Miraculous Corp!

Expanding the Miraculous Universe and Celebrating 10 Years in 2025.

Former Cocomelon and Netflix executive Andy Yeatman was recently appointed as CEO of Miraculous Corp USA and global operations. Under his leadership, the company plans to significantly expand the brand’s global presence and influence. Fans can look forward to exciting new content, including TV movies, spin-off series, games, digital content, and the muchanticipated sequel, Miraculous: The Movie 2.

Since its 2015 debut, Miraculous™ Tales of Ladybug & Cat Noir continues to captivate an increasingly vast fan community in over 120 countries who follow the thrilling adventures of Marinette and Adrien, two seemingly ordinary teens who magically transform into the dynamic superheroes Ladybug and Cat Noir to protect Paris from unexpected villains! Audiences everywhere resonate with this coming-of-age series about ordinary kids learning the importance of believing in themselves and understanding that you don’t need to be a superhero or wear a mask to reach your dreams and overcome fears.

This global phenomenon has become one of the world’s most successful brands, boasting a powerful presence on platforms like Disney Channel, Disney+, Globo, TF1, and Netflix, where it reigns as the #1 non-preschool animated kids’ series. Excitement is building with a fourth special that will roll out in Fall 2024, and Season Six which will start to deliver later this year. The new season promises even more action as our heroes face off against a formidable new villain. Marinette and Adrian have never been so close –and yet they must keep their biggest secrets from each other. A vast ecosystem has been built around the Miraculous brand with over 40+ billion views on YouTube, over 250 million downloads of the official app; and over 725 million+ plays on Roblox.

Julian Jacob, COO and Board Member of Miraculous Corp, leads the com-

pany’s consumer products division. He and his team will be at BLE to connect with licensing partners and share the latest updates on the beloved superheroes. They’ll also unveil exciting plans for the brand’s upcoming 10th anniversary in 2025. With over 400 licensing partners worldwide, Miraculous offers fans countless ways to engage with the brand. To date, more than 740 million products have been sold, with retail sales exceeding US$1.5 billion globally.

Expanding Horizons with Innovate Play from Global Toy Partners

New toy launches for holiday 2024 include from Playmates Toys the Miraculous™ Ladybug Paris Heroez Playset, a

four-feet tall focal point for children’s adventures centered around Ladybug’s hometown, Paris, as well as the Miraculous™ Hero Switch Ladybug Fashion Doll with a “Try Me” button to experience its features in store. Playmobil invites fans to become heroes of their own stories with exciting playsets like Marinette’s Loft, complete with her sewing machine, and Gabriel’s Fashion Show, featuring models Marinette and Adrien on the Parisian catwalk. And Miraculous™ was the first brand to feature on the all-new Miraball™ from Wyncor, a collectible toy with two “Little and Legendary” surprises--the 2¾” diameter colorful blind pack ball reveals two secrets, a collectible metal dangler ball, with a large hidden plush charm that expands to over 4” in diameter!

Dynamic New Video Games Coming This Fall

GameMill Entertainment who launched the first Miraculous console game in 2022 will launch Miraculous: Paris Under Siege for the global market in October. In this all-new thirdperson action-adventure platformer, the superheroes must rescue Paris from the clutches of Shadow Moth who has unleashed a wave of villains across the city. And Nex is developing an endless runner game for the global market to be initially available this Fall in the U.S., exclusively on the award-

winning Nex Playground console. Miraculous Ladybug: Paris Dash will use a proprietary AI motion tracking technology to allow players to be immersed in the experience using their natural body movement as they race through the boulevards and alleyways of Paris.

Delicious and fun dining experiences for families everywhere

The company continues to partner with a well-respected QSRs to provide Miraculous branded meals that are fresh and nutritious in a family friendly welcoming environment. This summer, Herfy transformed mealtimes into magical adventures with the Miraculous™ “Chibi” Kids Happy Meal program across their 300 restaurants in the Middle East. With a unique tray liner, a smartphone, and 3D digital toy surprises, kids could immerse themselves in the Chibi World of Paris with iconic landmarks like the Eiffel Tower and Arc de Triomphe coming to life as the superheroes raced across rooftops. And in October, Italian food chain La Piadineria will launch a kids menu including Miraculous Ladybug premiums and gifts in over 300 restaurants. La Piadineria offers freshly made “Piadinas,” a typical Italian product consisting of flatbreads with tasty fillings. Miraculous has also been featured in QSR promotions with McDonalds and Burger King, and two additional QSR’s will be unveiled this fall in France and Brazil.

Miraculous Soars in Popularity Across the Middle East, Turkey, Africa and India

With its blend of action, adventure, and positive messages, Miraculous has

become a household name across the region and a wide range of events and products are launching for its growing fanbase including back-to-school items, apparel, and food and beverages. Spacetoon Events will continue to deliver family entertainment experiences through themed events, live shows, and meet and greets. içim launched a milkshake range in July in Turkey with record-selling break-through at launch, backed by a major national advertising campaign and retail event in September. Quick and nutritious frozen ready meals, made with fresh, healthy ingredients, will be available from November from SAI GROUP Kandiz across the UAE, Saudi Arabia, and the UK. And SIDI ALI will launch Miraculous bottled waters in Morocco. Across South Africa, leading retailer Ackermans is launching a line of girls’ tees, leggings and skirts in over 1,000 stores from Power House Clothing Company.

Publishing, Treats, Home Goods and More Coming This Fall!

Partners across the globe continue to excel with multiple new products launching this fall, including in the publishing space, Kodansha (manga), Panini (various), Hachette, Blue Ocean (official magazine), Ravensberger (novels and early reading), Ciela Norma (activity and coloring books), Pon Pon Edizoni (arts and crafts), Play Press (coloring books), and Albatross Media (novels and storybooks, comics and activity books).

Long-standing partners in the food and candy space include Ferrero (chocolate), Dolfin S.p.A, (confectionary and chocolate eggs); and San Carlo (potato chips and savory snacks). And global partner SAI Kandiz has just launched a range of confectionary toy products including The Kandiz Box, a treasure trove of sweet treats and gifts packed in a reusable box.

In the home goods sector, Procos will launch reusable and/or sustainable disposal party products across the U.S., Europe and the Middle East. The Q3 launch includes cups and plates, napkins, cake toppers, balloons, masks and party invitations. Pan-European partners include AMSCAN (party goods); Stor for home goods and table ware; Geda Labels for lunch boxes, water bottles and mugs/plates; and Klaus Herding for bedding and fleeces.

And in Paris, where the brand is managed by TF1 Licensing, visitors to the Gardens of Versailles are enjoying a themed Miraculous event in which every child who visits receives a Miraculous activity booklet, offering an engaging way to explore the gardens and learn while having fun. Meanwhile, visitors on long-haul flights to Paris on Air France currently enjoy a specially created episodes of the series. And a new range of hygiene products has also been launched across France by Comptoir du Bain.

Fans Celebrate Global Miraculous Day and look forward to the brand’s 10th Anniversary in 2025.

Plans are being finalized to celebrate the brand’s 10th anniversary next year, with details to be revealed soon. Meanwhile, fans worldwide are eagerly anticipating the inaugural global Miraculous Day on September 28th. The “Stronger Together” initiative will feature global watch parties, broadcaster marathons, and various retailer activations across multiple regions! n

Hello Kitty: 50 Years of an Icon

As 2024 marks Sanrio’s iconic character’s 50th anniversary, we analyse Hello Kitty’s success drivers, starting with the help of the company’s Chief Operating Officer, Silvia Figini

Silvia Figini, COO Sanrio, sat down with Total Licensing for an interview

How are you celebrating the Anniversary?

This anniversary allows us to remember all the remarkable successes that we have achieved over the past five decades and to connect with historical and new partners that are making this 2024 an unforgettable year for everybody, from us at Sanrio to our licensees and, of course, our consumers and fans. The party started officially at the end of 2023, when we launched our first collaborations: a special Funko Pop minifigure and a limited edition collaboration with MGA Entertainment’s L.O.L. surprise dolls. Since then, it’s been a thrilling rollercoaster of events and collections commemorating the 50th anniversary of Hello Kitty. During the year we have had several special activations. The Somerset House’s Cute Exhibition in London showcased a myriad of Hello Kitty products launched over the decades, from plushies to kitchen tools, appliances to apparel, and stationery. Additionally, visitors queued for hours to enjoy coffee in a customized café set up as part of the celebrations. This exhibition demonstrated Hello Kitty’s

status as a lifestyle brand, seamlessly integrating into every aspect of her fans’ daily lives.

A similar initiative took place in Finland, where Hello Kitty was the special guest at a temporary pop-up corner named “Your Friend, Hello Kitty” at the Museum Leikki, dedicated to play, toys, and childhood. Attendees could view over 200 items from Finnish enthusiasts, spanning all five decades of Hello Kitty’s history.

With 50 years of licensing experience, Sanrio continually learns and integrates new trends. As summer rolled in, Galeries Lafayette opened a special corner to Hello Kitty in Paris. This exclusive pop up space delighted fans with the character integrated within iconic Parisian spots such as the metro station, a Morris column and a newspaper kiosk. On top of purchasing Hello Kitty products from prestigious brands such as Flotte, Le Bijou Parisien, Marie Martens and Balzac Paris, to make this experience even more special, Hello Kitty herself made an appearance with customers and fans gathering around her for a once in a lifetime photo opportunity, under the iconic store’s dome.

In Italy, Milan embraced Hello Kitty with open arms as she took center stage at Rinascente’s flagship store in Galleria Vittorio Emanuele II. Eight of the store’s windows were transformed into a tribute to Hello Kitty, showcasing her iconic bow, her love for apples, and her Japanese roots and the kawaii aesthetic. The elaborate window displays drew crowds of tourists and fans who eagerly queued to take photos before exploring the store’s interior, where they were treated to a special corner featuring unique customizable products and a branded café with a dedicated Hello Kitty-themed menu. In August, Sanrio partnered with the Supercandy Pop-Up Museum to cel-

ebrate Hello Kitty’s 50th anniversary. The Supercandy Museum, renowned as the largest of its kind in Europe, features 30 unique photo sets ideal for capturing all kinds of photos. Visitors

can interact with these spaces and take selfies, with special Hello Kitty sets that highlight different aspects of her character, from her passions to

her style and backstory. Why it is important to celebrate such an achievement?

Celebrating Hello Kitty in 2024 means celebrating one of the biggest pop icons of our times. Hello Kitty is remarkable, just think of all the unconventional collaborations she has been featured in: brands across all industries acknowledge her popularity. Furthermore, she is a truly cross generational character, appealing to kids, young girls and young adults of any age. For example, many celebrities have shared on their Instagram account photos of them wearing Hello Kitty’s branded clothes, jewels or tattoos: Katy Perry, Lady Gaga, Jisoo from Black Pink, and Kim Kardashian to name a few. Finally, what is really striking about Hello Kitty is the fact that she wasn’t born as the star of a cartoon or a tv show. The amount of media content around her is not as extensive as that of other IPs that have their series, even though we are working and investing to increase our entertainment offer. Yet, after 50 years she is still relevant and possibly even more popular than ever!

The World has changed a lot since 1974. How have these changes influenced Hello Kitty?

In the last five years we have been through a lot. From the pandemic to

the conflicts in the heart of Europe, recent events have had many consequences for everyone. Young kids had somehow lost a part of their childhood, which made all of us more aware of how precious is that part of our lives. At the same time, we realized also the importance of social interaction and human touch. These are values that resonate with Hello Kitty, who has always promoted friendship and kindness. Therefore, I’d say that now more than ever we need her and all other Sanrio characters - they allow us to reconnect with our childhood, our innocence, and encourage social interaction.

What’s in store from Sanrio after 2024?

For the next few months, we’ll still be busy with the anniversary. We have surprises in store from just every European country as we really want our consumers to feel part of the celebrations. Then, as we approach 2025, while Hello Kitty will still be on the front line, she’ll be joined by some of her friends who are gaining popularity also outside of Japan: Kuromi and My Melody. They will be celebrating their 20th and 50th anniversary respectively and I’m sure that their style and charisma will win the hearts of many new fans in the coming months.

Hello Kitty in fashion: a true fashion icon for teenagers & young adults

Hello Kitty has much to offer with her unique design, seamlessly blending the ever-popular elements of Japanese culture and striking simplicity. This powerful combination attracts fans of

all ages, providing a sophisticated way to express nostalgia and one’s playful side. Hello Kitty’s extensive portfolio of collaborations includes iconic partnerships that have left a significant mark on the fashion world.

For decades Hello Kitty has been a pioneer in collaborations, with fashion brands such as Diesel, Levis, Liberty and Barbour and also with jewellery

brands such as Swarovski or Mikimoto. Not only: the character has also been featured in several collections from famous sport wear brands such as Vans, Puma, Rebook and FILA.

She transcends demographic boundaries, creating aspirational products that appeal to a broad audience. Hello Kitty’s collaborations consistently create products that resonate deeply with fans, blending her playful spirit with high fashion and sophisticated design. Each partnership highlights her ability to remain relevant and desirable across various demographics. For instance, in 2019, Balenciaga show-

cased a special collection during Paris Fashion Week, featuring 27 pieces, including bags and accessories.The event garnered extensive media coverage, further solidifying Hello Kitty’s status in the fashion industry.

In 2021, Italian fashion brand Blumarine released a limited capsule collection, blending the distinctive elements of both brands.

Adidas too acknowledged versatility of Hello Kitty. Since 2022 it has launched several collections (the latest was released just a few months ago) featuring Hello Kitty and other Sanrio Character like My Melody and Kuromi. The products include apparel and footwear for kids and adult.

In February 2024, GCDS fashion show encapsulated Hello Kitty’s enduring charm. Models walked the runway in a collection that seamlessly blended elegance and pop culture, with Hello Kit-

ty’s shape adorning suits, boots, bags, and tops. This collection served as a beacon to childhood and a reminder to cherish the pleasant aspects of life. Cambridge Satchel is another premium collaboration that started in 2023 and showcased Hello Kitty’s versatility once again. They have launched a new series of handbags, purses, and accessories to celebrate its 50th anniversary. The designs are bright and bold, inspired by Hello Kitty’s signature red bow, favorite foods, and, of course, her adorable face that is recognizable worldwide.

Hello Kitty’s collaborations consistently create products that resonate deeply with fans, blending her playful spirit with high fashion and sophisticated design. Each partnership highlights her ability to remain relevant and desirable across various demographics. Through these collaborations, Hello

Kitty continues to capture the hearts of both the young and the young-atheart, proving that she is not just a character but a timeless icon.

Hello Kitty is the perfect partner for Fashion Retailers, bringing consumers of any age together

Interest in Sanrio and Hello Kitty is growing stronger than ever, and this trend shows no signs of slowing down. An exciting development in recent times is the emergence of millennial and Gen X parents, who grew up with Hello Kitty, now sharing their passion

with their children. This early-age connection is fostering new generations of fans from an early age. This ability to bridge diverse target demographics is particularly valued in the fashion retail industry, as evidenced by the numerous brands eager to collaborate and expand their market reach and connect with customers on a deeper level. This dual appeal makes Hello Kitty an invaluable asset for fashion brands looking to expand their market reach and connect with customers on a deeper level. Consequently, brands are drawn to the potential of creating products that combine the liveliness of pop culture with the nostalgia for childhood—a trend that resonates across various demographic clusters.

Collaborations with Hello Kitty not only drive sales but also enhance brand visibility and customer loyalty. By associating with a beloved charac-

ter like Hello Kitty, fashion brands can create memorable shopping experiences that resonate deeply with consumers. This is evident in the success of collections launched by major retailers such as Zara, Bershka, Primark and H&M, which have seamlessly integrated Hello Kitty into their product lines, attracting a diverse customer base. These partners have introduced collections aimed at children, teens, and young adults, recognizing Sanrio as a partner capable of engaging consumers of all ages. Hello Kitty’s versatility allows for innovative marketing strategies and product offerings. For instance, themed cafés and special in-store events create immersive experiences that go beyond traditional retail, fostering a deeper connection between the brand and its customers. These experiences are not only enjoyable for fans but also generate buzz and drive traffic to the stores, benefiting the retailers involved.

In March, the collaboration with Primark beautifully encapsulated this powerful combination of wide appeal and innovative immersive experiences. Their collection to celebrate Hello Kitty’s 50th anniversary targeted multiple demographics and categories. This collection, part of a new strategic partnership between Primark and Sanrio, features over 100 items across womenswear, kidswear, and home-

ware, embodying the timeless charm of Hello Kitty that all generations know and love. Additionally, to make this year even more special, Primark has themed some of their cafés in the UK around Sanrio, allowing customers and fans to immerse themselves in the world of Sanrio even during their shopping breaks.

Initiatives like these are crucial as they confirm that Sanrio’s partners fully understand the cross-generational appeal of its characters.

As the year of Hello Kitty 50th anniversary approaches its conclusion, Sanrio is gearing up for another 12 months of celebrations. And fashion retailers will play a critical role. 2025 will be the year of Kuromi’s 20th and My Melody’s 50th anniversary. Brands are already looking at them with greater interest lately: one of the best examples is the partnership with Bershka, that launched a new clothing line featuring her. Indeed when thinking about Sanrio’s future there’s a lot to look forward and to be excited about.

ways. This aesthetic approach extends naturally to sweets such as cakes, pastries, cupcakes and other bakery products. Hello Kitty, with her quintessentially cute appearance, serves as a perfect ambassador for kawaii, making her an excellent partner for all things sweet.

Hello Kitty and her secret recipe for the food industry

Hello Kitty’s favorite food is her mom’s apple pie. Such information might be irrelevant, but it says a lot also about the brand: its versatility and how it finds a natural environment not only in fashion or stationery.

Hello Kitty is in fact an ideal brand for the food industry, largely due to the power of the kawaii trend, whose influence can be found also in food. Kawaii means “cute,” and in Japan, where this trend originated, is a pervasive cultural phenomenon that has a significant impact on various industries. Japanese cuisine, particularly in the form of bento boxes, often features food items arranged in adorable, visually appealing

The food industry’s broad demographic appeal aligns perfectly with Hello Kitty’s widespread popularity. From young children to adults, people across various age groups and backgrounds adore both sweets and Hello Kitty. Adding to this, there’s the nostalgia value, which is another asset in Hello Kitty’s hands and one of the reasons why her ever-growing fanbase includes people of any age.

This cross-demographic appeal is a valuable asset for food brands looking

to attract a wide customer base. Hello Kitty has already made successful forays into the food sector, being featured on a variety of products such as chocolates, chocolate eggs, crisps, candies and lollipop. Her presence on these products not only boosts their aesthetic appeal but also enhances their marketability.

Moreover, Hello Kitty’s world is rich with possibilities for collectability, a trait highly prized by brands in the food industry. Hello Kitty’s successful past collaborations with notable brands further underscore her compatibility with the food industry. Partnerships with Ferrero, Godiva, Chupa Chups, Burger King and McDonald’s have demonstrated her ability to seamlessly integrate into diverse food products and settings, The latter examples provide additional reasons why Hello Kitty is so appealing for brands in the food industry. The character’s vast array of friends and her own versatile persona — spanning from fashionable to sporty, cute to artistic — provide endless opportunities for creating collectible items. Food products featuring Hello Kitty can offer gadgets designed as part of a series, encouraging customers to collect them all. This collectability factor boosts sales and customer engagement, as fans are likely to purchase multiple items to complete their collections.

And even high-end brands have recognized the value of teaming up with Hello Kitty. Her ability to bring a sense of

cuteness, charm, and elegance to food products can significantly enhance their marketability and customer appeal, making Hello Kitty an invaluable partner for any food brand looking to

thrive in the competitive market.

The collaboration between Hello Kitty and Maison Ladurée in 2012 is a prime example of a perfect match. Both brands share an unabashedly feminine aesthetic and occupy a unique niche in the fashion sphere without actually making clothes. Their partnership resulted in a series of limited-edition confections available at boutiques, highlighting how Hello Kitty can add a touch of charm and elegance to highend food items.

A brand bringing people together for 50 years

Sharing moments with friends and loved ones over a milkshake or an apple pie has never felt more significant than it does today. This sentiment aligns perfectly with the core values of Hello Kitty. Hello Kitty caters to a fundamental human need: the desire for

connection and friendly relationships. She embodies positive, universal values that resonate deeply with today’s youth, transcending nationality. In a world that can often feel tumultuous, Hello Kitty offers a beacon of positivity, creating an inviting atmosphere that draws in new generations of fans eager to embrace her message of warmth and acceptance.

Hello Kitty and her motto, “You can never have too many friends,” finds a natural environment in ‘space’ licensing, offering fans new and engaging ways to experience the brand. Cafés and restaurants represent one of the most common and effective synergies. These are places where social gatherings occur, where people meet, talk, and exchange ideas and emotions. Such locations align perfectly with Hello Kitty’s brand values. Branded cafés become hubs of human interac-

tion, where fans can celebrate friendship, make new friends, and immerse themselves in the Hello Kitty experience. These cafés often evoke a touch of Japan’s kawaii culture, serving pastries and creating environments reminiscent of those frequently depicted in anime and manga.

Sanrio operates dozens of permanent and temporary cafés worldwide, representing just the tip of the iceberg. As a full-fledged lifestyle brand, Hello Kitty’s potential for partnerships in space licensing is limitless. Over the past five

decades, Hello Kitty has graced not only restaurants and cafés but also hotels, spas, airplanes, trains, theme parks, and even a 7-Eleven supermarket. Essentially, any place of aggregation aligns with Hello Kitty’s core message of bringing people together. n Happy 50th anniversary

1. Source: Circana Retail Tracking Service/US/JanDec 2023/Preschool Toys Segment/USD; “Character” as defined by BBC

2. Source: Circana Toys Tracking Service/UK/JanDec 2023/Preschool Toys Segment/value sales

3. Source: Barb, 4 screens, Pre-TX to 28-day viewership, 4+ individuals.

BBC Studios is showcasing its portfolio of successful brands at BLE to existing best in class partners and potential licensees. Undoubtedly a highlight is the global phenomenon Bluey, recently named one of America’s Hottest Brands 2024 by Ad Age. The multi-award-winning TV sensation airs in over 140 countries and has 350 licensees globally.

New licensing deals continue to expand Bluey’s reach. BBC Studios recently signed a global licensing deal with Ty to create Bluey Beanie Babies. The landmark deal is BBC Studios biggest with Ty to date and will see Bluey, Bingo, Bandit and Chilli transformed into collectable beanie plush toys. The new line launches in December 2024 in the Americas, UK and Iberia, and in January 2025 in ANZ.

Since its first year, Bluey toys have consistently won accolades from trade

and consumer publications, toy and licensing industry associations and top retailers around the world, amassing more than 50 awards and nominations in five years. According to Circana, Bluey is the #2 Preschool Toys character property in the US and the #1 license in preschool in the UK for 2023 .

Bluey softlines is expanding too, with major retailers like H&M and Mango Kids launching multi-territory apparel lines. The homeware and gifting ranges are also growing, with new signings including Paladone and Beams International. Plus, a new deal with Danone has been signed for Bluey on their Danonino brand in Spain, with Bluey also expanding into the FMCG sector.

Bluey continues to engage audiences through music, digital platforms, and live events.

Bluey Book Reads has garnered over 65 million views across Bluey’s digital channels. The third Bluey album, “Rug Island,” releases globally on October 25, while Bluey’s World opens in Brisbane in November. Bluey’s Big Play will debut in Spain in September and in Paris in December; and Bluey is the fastest-selling CAMP experience in the US.

Another successful brand, Hey Duggee, launched its fifth series on CBeebies and BBC iPlayer recently, featuring its 200th episode among the new episodes.

Hey Duggee has become a CBeebies staple, with nearly 1.39 billion streams on BBC iPlayer since its launch in 2014. Additionally, Hey Duggee marks its milestone 10th anniversary, with cinemas nationwide showing a compilation of beloved episodes from the hit preschool show on the big screen from October.

Looking further ahead, spin-off series Hey Duggee’s Squirrel Club will premiere on CBeebies in 2025. Further digital originals are in the pipeline for the official Hey Duggee YouTube channel, which has over 3.1 billion lifetime views and counting. In the US, episodes of Hey Duggee have now landed on the BBC Kids FAST channel on Samsung TV Plus, with additional VOD

sales to Roku, Tubi and Peacock.

The series is already the #1 title on the BBC Kids FAST channel. Plus, new broadcasters on board include SBT Brazil and RÚV Iceland.

Doctor Who Season 1 featuring Ncuti Gatwa’s Fifteenth Doctor launched in May on BBC One, BBC iPlayer in the UK and Disney+ in the rest of the world. Overall, series 1 delivered an average audience of 4.9m viewers in the UK .

The brand’s licensing portfolio has seen substantial growth, with over 17 million Sonic Screwdrivers and action figures, 19 million DVDs, and over one million tickets for live events sold globally since 2012.

This month, the Fifteenth Doctor’s Sonic Screwdriver, by Character Options, launches following its unveiling at San Diego Comic Con. Fans can look forward to the Doctor’s adventures resuming this winter, with a Christmas special featuring Nicola Coughlan as Joy.

BBC Studios will unveil the exciting new merchandising opportunity BBC Playback at BLE. BBC Playback celebrates the BBC’s broadcasting archives, featuring classic TV channels, radio idents, and iconic shows like Tomorrow’s World and Live & Kicking.

BBC Playback is a trend-led, printready guide for apparel, accessories, and gifts, with nostalgic 80s and 90s packaging and branding using an RGB palette with warm black for high visual impact. This initiative provides fans with an opportunity to connect with the BBC’s iconic heritage brands in a fresh and visually impactful way. n

Moonbug Entertainment is bringing CoComelon, Blippi and Morphle back to Brand Licensing Europe, celebrating a year of special milestones for the brands.

CoComelon, one of the biggest preschool entertainment franchises in the world, just expanded its colorful world of learning and nursery rhymes to mobile devices. “CoComelon - Learn and Play with JJ” recently launched for Apple and Android users. Filled with interactive, fun, and creative activities, the app supports children’s social and emotional development – all set to their favorite nursery rhymes.

CoComelon also teamed up with popular U.S. kids’ magazine Highlights to launch the first-of-its-kind  Highlights CoComelon mini magazine. Each

16-page, full-color issue is filled with song-based adventures for children ages 1-4 that reflect toddlers’ and preschoolers’ routines, experiences and interests.

The go-anywhere print format is full of beloved CoComelon friends like JJ, Cody, Nina, CeCe and more and is designed to enhance a family’s CoComelon video experience. Little ones delight in all the games, puzzles, recipes, science, poems and stories included in each issue. While caregivers enjoy the parent tips, tricks and ways to extend the fun and exploration beyond the pages.

And this holiday, “CoComelon Playdate,” a family entertainment experience, will open at the Mall of America, North America’s largest shopping and

entertainment destination in Bloomington, Minnesota. Designed to captivate young hearts and minds, CoComelon Playdate will blend the charm of a children’s museum with the excitement of a kids’ play zone.

Bringing to life the iconic locations, beloved characters, and infectious music of CoComelon, children and parents alike will experience an adventure through JJ’s Treehouse, the Melon Patch Academy, the Fire Station, Kwame’s Bakery, Old MacDonald’s Farm, the iconic yellow school bus, and much more, all within a safe and engaging indoor environment.

Next up: Blippi, the worldwide sensation with more than one billion monthly views across platforms including Netflix, HBO Max, Cartoonito,

Sky, Amazon, YouTube, and more! Blippi ignites curiosity in children all over the world by turning real-world learning into playful adventures.

It’s a special year-long celebration as Blippi celebrates its 10th anniversary with new consumer products partnerships, exciting new content and guest appearances, as well as new live shows and meet & greets.

Fans of the brand can celebrate special Blippi moments this year including a new footwear collaboration with Reebok, recently launched around the world. NASA, Build-A-Bear Workshop, Spin Master Entertainment, tonies® Simple Modern, bums and roses, Sesame Street and others top a list of partnerships and collaborations celebrating Blippi’s 10-year milestone.

Millions of fans enjoyed Blippi’s recent special 10th anniversary show on YouTube, featuring larger-than-life stunt episodes featuring Blippi’s Biggest Ballpit Ever and Blippi’s Candy Escape Challenge. Later this year, Blippi will get into the spooky season spirit with

a 60-minute Halloween special. And a new Blippi vehicle-themed series called “Go Go Blippi Show” will delight young automotive fans.This series features several world-class brands, including Monster Jam®, which hosted Blippi and Meekah at their World Finals® event at Sofi Stadium.

And finally, Morphle, the next big adorable sensation from Moonbug. Moonbug and Disney Branded Television recently launched Morphle and the Magic Pets, a new animated series on Disney Junior and Disney+ based on the YouTube hit My Magic Pet Morphle.

The show follows Mila, her stepbrother, Jordie, and her shapeshifting magic pet, Morphle. The trio use their skills, smarts and imagination, to solve the town’s problems, keep magic pets out of mischief, and find “magic matches” for each of these unique and hilarious characters. Magic and comedy fuel their adventures, but in the end, it’s the power of friendship that turns Mila, Jordie, and Morphle into an unbeatable team.

Last month, Moonbug debuted a colorful and fun-filled toy line inspired by the series at 1,800 U.S. Walmart stores featuring four new products where children can discover, interact with, and bring their favorite Morphle characters to life.

This exciting product line is perfect for girls and boys who are fans of Morphle and ready to embark on new adventures through the magic of play.

At the same time, a brand-new batch of episodes launched on Disney+ around the world. In these adventures, Mila, Jordi and Morphle will experience a ride-along monster truck contest, help Skunkafunk when she gets separated from her magic match, partake in an epic cake bake-off, put on a magical talent show, search a spooky cave to find a legendary magic pet and more! n

Moonbug Stand no: A131

Email: licensing@moonbug.com

Website: www.moonbug.com

RAINBOW Enjoying Continued Growth!

2024 is becoming a landmark year for Italy’s Rainbow, who are set to make a splash with a brand-new animation, launch innovative new reboots of two classic favourites, and are celebrating a special anniversary into the bargain.

Established in 1995 by multi-awardwinning creator Iginio Straffi, Rainbow has emerged as one of the leading animation studios in the world following the success of the smash-hit fairy fantasy, Winx Club saga, which is now a firmly recognised global lifestyle brand. Their passion is to identify stories that will resonate with a global audience and to tell them in a way that will connect to the audience and engage and enthral them.

Specialising in the creation, production and distribution of animated and live action TV and film content for the whole family, Rainbow reaches more than 150 countries globally with editorial projects, talent scouting, and a robust licensing and merchandise programme. Showcasing the power to create global and evergreen franchises, Rainbow currently has more than 500 active licences.

Rainbow’s very first show, Winx Club, launched in Italy back in 2004

and follows the journey of Bloom, a teenage girl from Earth who discovers that she is a fairy with extraordinary powers. As she enrols in the Alfea College for Fairies, Bloom forms the Winx Club with her new fairy friends, embarking on countless adventures across magical dimensions.

Its vibrant mix of magic, friendship and courage rapidly became a huge hit worldwide, seen on major broadcasters and streamers including Netflix, Prime Video, Disney +, Apple TV, HBO, YouTube, Nickelodeon, Rai kids’ channels, Kika, MTV, Gulli, France 3 & 4 and Canal Panda, Clan, RTVE, Discovery Kids, TV Azteca, Karusel, CCTV, TV Pulse, Chutti TV, Pop TV, Cartoon Network, TV Kids.

Growing into an iconic global phenomenon with a legion of devoted fans, it is now poised for further future growth in an exciting new era of enchantment, with a thrilling CGI animated reboot that brings the magical dimension to life like never before.

This innovative new adaptation is set to premiere on RAI and Netflix globally in 2025 and has already appointed Playmates Toys and Giochi Preziosi –who will split global distribution – as master toy partners. Giochi Preziosi will manage Europe and the United Kingdom, while Playmates will manage sales, marketing, and distribution in North, Central and South America, Asia, Australia, New Zealand, Middle East, and South Africa.

Over the past two decades, Winx Club has enjoyed sensational success, notching up 8 animated seasons coproduced with Rai, 3 theatrical

movies, 4 made-for-television movies, 2 World of Winx animated series coproduced with Netflix, 2 seasons of a Netflix Original live action series, Fate – The Winx Saga (which 24 hours after release was the No 1 Netflix show in 55 countries including US, UK, Australia, Germany, France, Italy, Spain, Benelux and the Nordics) and a robust merchandising programme. The Winx Club community has generated over 20 billion views of Winx Club content on YouTube, where its official channel is available in 15+ languages and offers more than 1000 videos with a plethora of new releases planned each month, and more than 35 billion views of Winx Club related videos on TikTok. Its roll call of best-in-class licensees across the years has included

Fairy heroines Bloom, Stella, Flora, Aisha, Musa and Tecna have grown together with their fans, bringing the Winx Club brand to global prominence with incredible adventures, ever more amazing transformations, extraordinary shows and an unmistakable style that is constantly evolving from the first, 2D hand-drawn drawings to 3D animation with the highest quality special effects.

And Winx Club continues to cast a spell on fairy lovers everywhere. Since the beginning it has encompassed aspirational global values such as diversity and inclusion, and its inspirational girl empowerment storyline and strong, brave and relatable characters have endeared it to generations of young girls. Comedy also plays a large part in the Winx world to add to its appeal, and music is a key theme too, with more than 100 original songs produced since its inception.

Loyal fans who have followed the franchise since launch and are now in their twenties still feel a strong bond and an emotional attachment to the series, and Rainbow have been working on fully reigniting their passion through digital and social media campaigns and events such as ComicCon. In addition, a new fanbase of young adults have been enchanted by the live action series Fate – The Winx Saga, and now a whole new set of 6- to 11-year-olds and their families are set to be spellbound by the vibrant new reboot with its contemporary storytelling and sensational visual effects, making Winx Club ideal for dual licensing campaigns targeting a wide range of age groups.

The unique style of the characters makes Winx Club hugely appealing to the fashion industry, where it is making a mark across apparel, accessories and cosmetics with a host of new partners on board for its reboot

And an extensive new Winx Club toy line from new master toy partners

Playmates Toys and Giochi Preziosi, launching next year, includes an all-new collection of fashion dolls, accessories, role play toys and playsets inspired by the new series, which captures the adventure, friendship, and magic that Winx Club represents.

Rainbow are gearing up for a fresh surge of interest in Winx Club with a range of exciting initiatives including a new website packed with new content, a vibrant new TikTok profile and a dedicated podcast in English, Spanish and French.

Rainbow also launched a new online store last year which has already attracted over one million visitors. And as the beloved series turns 20, Rainbow has been marking this amazing anniversary with a packed programme of special events and projects across 2024, including the participation to the most popular exhibition (like New York and San Diedo ComicCon) worldwide Cosplay contests, World-

wide fan Art contest, dance challengs, social responsibility campaign and a host of special content and activities on social media to ensure the whole Winx Club community around the globe could join in with the celebrations.

On 31 August, Rimini played host to the spectacular Winx 20th anniversary Celebration party. The streets of the historic city were invaded, and united by thousands of loyal fans from more than 30 countries. From the United States to Brazil, France, Germany, Poland, Spain, Holland, South Africa, and beyond, they all joined together to celebrate the 20th anniversary of their beloved TV series.

On an extraordinary day full of emotions, special guests and live performances, concerts, screenings, exhibitions, parades, exhibitions and, of course, the iconic songs the loyal audience had loved since the first series. The very special day was capped with a sneak peek of the hugely anticipated brand-new reboot series.

And there were some extra special collaborations to mark the 20th anniversary which created beautiful art to pay homage to the iconic fairies. Italian-Swiss pop artist Boris Dondè-Mancastroppa is known for his originality, offering a fresh and ultra-modern perspective to popular subjects. He has created a series of 36 Winx-inspired paintings using his signature “enrichment” technique, fusing pop elements with fabulous embellishments which incorporate gold dust and diamonds. Building on these celebrations, Rain-

bow are planning some magical activities around the release of the new reboot next year, including special launch events in selected key cities.

The new version features CGI models, and the series will finally reveal how Bloom joined the other Winx to form the Winx Club. In a coming-of-age story, she and the other fairies find out how to become more powerful and, most important, how to save the magic dimension from the dark forces who want to take control over it.With a new twist and some new secrets to be revealed, the reboot looks set to see Winx Club captivating audiences for the next 20 years – and beyond!

And there’s further enchantment on the menu for Rainbow this year as it dives deep into the ocean for Mermaid Magic, the Italian series conceived and produced by the award-winning Iginio Straffi, splashed onto Netflix Worldwide on August 22nd and debuted in first place in the Kids TV Series category.

Already a global sensation, Mermaid Magic has become the most viewed show in more than 50 countries, including Britain, France and Germany, the United States, Canada, Australia and New Zealand, Mexico and Brazil, as well as Singapore, South Africa and Turkey!

A high-budget production, Mermaid Magic pushes the boundaries of animation to deliver stunning visual content in an immersive underwater setting, providing the perfect mix between a great technical style and the narrative

of a beautiful story. A brilliant mix of magic, mystery, humour and emotion, the series also merges contemporary values such as ecology and protection of the marine environment to offer content to entertain not just kids, but the whole family too.

Set in the enthralling underwater world of Mertropia, Mermaid Magic recounts the thrilling adventures of fearless Princess Merlinda and her inseparable friends Sasha and Nerissa on their mission to save their precious submerged kingdom. This groundbreaking CGI animated series follows these warrior mermaids as they embark on an epic journey to the surface world to battle the wicked pirate Barbarossa, who is draining the ocean’s magic.

A perfect blend of breathtaking visuals and compelling, emotional storytelling, Mermaid Magic features richly developed characters with relatable and inspiring journeys. Meticulously crafted, with a high production budget and a pool of strong artistic talents, it brings the mysterious underwater world to

life in a stunning visual feast as it also shines a spotlight on crucial and topical issues such as ocean conservation. It’s a vibrant and captivating combination that audiences and licensees alike are set to go overboard for.

Created and produced by Iginio Straffi, the visionary creator behind the globally renowned Winx Club, Mermaid Magic promises an enthralling and engaging experience for viewers. With acclaimed head writers Rich Burns and Nancy Cohen, known for their work on Spirit Riding Free, and Guy Bar’ely, the esteemed showrunner of Minions and Kung Fu Panda on board bringing depth and heart to every episode, Mermaid Magic looks set to captivate audiences with its distinctive marine setting. The series will be accompanied by a accompanied by a robust licensing, marketing and digital campaign.

There’s another sensational reboot on the horizon as Rainbow are about to deliver Gormiti – The New Era, an exciting reboot of one of the most iconic franchises of the past 15 years. The series, produced in collaboration with Giochi Preziosi, returns as a live action series with incredible CGI effects.

First launched in 2005 as a toy line followed by an animated series, Gormiti – created by leading Italian toy company Giochi Preziosi – is a true pop culture phenomenon which has been distributed in more than 50 countries worldwide

Now it’s gearing up for a whole new

era of success with this dynamic reboot offering an exhilarating experience for a fresh generation of fans, along with exciting opportunities for licensees.

Reinvented for international audiences by Rainbow in collaboration with Giochi Preziosi, Gormiti – The New Era – which is set for release from this Autumn and premieres in Italy on Rai 2, Rai Gulp and Rai Play, in Spain on Clan Rtve, in France on Gulli and then in the rest of the world – features pulsating live action adventure coupled with extraordinary CGI effects that give the series a sensational feel.

Aimed at a kids/preteen audience, Gormiti – The New Era is full of positive messages and educational values. The series chronicles the daily lives of four friends from Earth – Skye, Glen, Carter and Zane – who are chosen to become scions of the fantasy kingdom of Gorm. As its guardians, they must harness the powers of the elements to stop an evil lord and his army from ruling Gorm, each helped by their personal Gormita – a legendary, brave warrior spirit. As they learn to embrace the virtues of courage, cooperation, curiosity and creativity, they come to understand what it truly means to be a hero.

The world premiere of the new live series proved a huge success at an ex-

clusive Rainbow event held at the 54th edition of the prestigious children’s film festival, Giffoni Film Festival, in July, along with a highly acclaimed masterclass given by Rainbow founder Iginio Straffi.

On a special day for Giffoners and fans of animation and cinema, the venue was “Gormized”, giving the audience the opportunity to immerse themselves in the atmosphere of Gorm, and also participate in the many themed activities. Sala Truffaut was filled with Giffoners for the premiere and, after the screening, the show’s director Mario Parruccini and the main cast of the series were warmly welcomed onto the stage.

Young actors Federico Cempella (Zane - scion), Millie Fortunato Asquini (Skye - scion), Francesco Petit (Carter - scion), Robel Tesfamichael (Glen

- scion), and Claire Palazzo (Myridell) took the audience behind the scenes of this new series as they talked about their experiences during its production and their take on the finished version, with its top-quality live action look and extraordinary CGI effects.

Following on came the announcement of a remarkable project for Italian schools, Gormiti – The New Era Game, conceived by Consorzio Frasassi together with Rainbow for the coming school year.

The initiative aims to raise students’ awareness on environmental issues by playing with the four elements of nature featured in the series: earth, air, fire and water. The Gormiti become sustainability ambassadors for the preservation of the planet, empowering children to learn good behavioural practices. There is an exciting prize on offer for the winning school, and a grand closing event!

With further promotional activity planned for its launch, Gormiti – The New Era looks set to emulate the success of its predecessor and wow a new generation of kids with its high-energy storylines. Adding live actors to its animation provides double the visuals to expand on its exciting possibilities for licensees, along with the opportunities offered by the distinctive characteristics of each scion, their Gormita and the four powerful elements.

With these three blockbuster shows set to create a storm over the next few months, the future is shining brightly for Rainbow. n

BEYOND THE TOY SHELF!

With ambitious global programmes for powerhouse brands such as Peppa Pig, My Little Pony and Transformers, Hasbro’s Marianne James, SVP of Global Licensing at Hasbro, and Meike de Vaere, VP of Partnerships and Business Development at WildBrain CPLG—one of Hasbro’s key licensing partners in EMEA and India—explore the opportunities to extend beloved toy and entertainment franchises through licensing.

From a licensor perspective, what do you look for in a partner when extending your globally recognised brands into licensing?

Marianne James: At Hasbro, our mission is to entertain and connect generations of fans through the won der of storytelling and the exhilara tion of play. Our consumers are the foundation of everything we do, and we are very invested in ensuring that our approach is as informed as pos sible through data analytics and stateof-the-art consumer insights. Un derpinning this commitment are our strategic collaborations with agents such as WildBrain CPLG who share in our vision and understand the brand values at the heart of our IPs. Overall, we want to ensure that anything we release feels exciting and authentic to our brands.

On top of that, a strong understanding of the retail landscape in regions where consumer products growth is a priority for our brands is key. Consumer buying habits and trends are constantly evolving and we look to our collaborators to cham pion creativity and innovation with

licensing programmes that bring our brands to life in exciting ways for fans.

What are the key strategies involved in taking a toy beyond the toy shelf into new consumer touchpoints?

Meike de Vaere: It is essential that a licensing program accurately represents the core of the IP so that the brand’s identity and values remain consistent. This needs to be handled sensitively and executed well across all consumer touchpoints to meet fans expectations as they often have a deep emotional connection to the brand. By selecting the right partners and licens-

Creative excellence plays directly into this and is a key strategy in delivering a successful consumer products programme or experience. We have talented and insightful in-house creative services and product development teams who work closely with Hasbro and licensees to transform these beloved IPs into products that resonate deeply with fans, sparking joy and fostering lasting connections. There is so much you can do creatively with

Can you give some examples of extending Hasbro’s iconic brands into diverse markets and product categories?

Meike de Vaere: It’s a hugely exciting year for some of Hasbro’s most iconic brands as they celebrate big anniversary milestones for Peppa Pig, Transformers and Dungeons & Dragons. On top of that, Hasbro’s magical evergreen brand, My Little Pony, continues to capture the hearts of cross-generational audiences having just celebrated its 40th anniversary in 2023, and Mo-

nopoly continues to be brought to life in unique ways for fans with its 90th coming up in 2025.

Peppa Pig celebrates 20 years this year and we’ve been working on a raft of licensing collaborations in EMEA and India to celebrate this important moment for the much-loved preschool property. Peppa has been making a splash at retail in CEE with apparel collections from Reserved Kids and Sinsay by LPP, and Smyk, as well as an extensive digital and social media campaign with major e-retailer Allegro. In India, Peppa Pig launched on Vobble—a screen-free audio experience designed for kids—and celebrated with a lively Peppa Pig Listening Party including exclusive stories, themed activities and songs. Hatstore has launched a vibrant Peppa Pig collection in the Nordics, and in the Benelux, Peppa Pig and Transformers have seen great retail campaigns with discount variety store action.

Transformers is celebrating its 40th anniversary and we’re honouring the brand’s origins by rallying around the theme of “40 Years. One Legacy”. In Italy, Maricart is delighting fans with a creative back-to-school product launch, while in Turkey, fashion retailer LC Waikiki has released apparel collections for both Transformers and My Little Pony.

franchise to life across a wide range of categories including an exclusive capsule collection with cutting-edge apparel brand Octopus in Italy who unveiled the line with a pop-up store at ComiCon in Naples.

Monopoly fans in Italy will love Nostromo’s Special Edition Monopoly set and food and beverage promotions. For audiences in India, The Souled Store has launched a Monopoly branded apparel collection and Centy Toys unveiled a Tonka toy range.

What’s next for Hasbro brands in the licensing space?

Meanwhile, My Little Pony continues to bring colour, magic and friendship to fans with exciting licensed ranges. In Turkey, Ersev Canta and Topcu are releasing new backto-school My Little Pony collections and well-known Italian beachwear brand, MC2 Saint Barth, has recently launched a cute, retro line of apparel and swimwear for kids across its stores in the most prestigious locations from Ibiza to Los Angeles and Miami.

Dungeons & Dragons celebrates five decades of fantasy role-playing, and we’re continuing to help bring the

Marianne James: We will continue to work with strategic collaborators to go beyond the toy shelf, exploring what is possible in licensing to bring the very best offering to fans. We are committed to ensuring our consumers can enjoy what they love most from our IP in many creative and experiential ways across multiple product categories.

We want to continue to offer as many meaningful branded experiences as possible to allow fans to celebrate their favourite brands for years to come. It is our goal to continue to inspire joy and imagination through the magic of storytelling for fans around the globe. n

INTERVIEW

Susan Bolsover, Licensing Manager, Aardman and MD & Founder Lightbulb Licensing Ltd and

Hannah McFarlane, Licensing Executive, Aardman

Aardman are known for the incredible breadth of partnerships with your brands, are there any new and unusual partnerships that you’ve worked on this year that you are particularly proud of?

Hannah: “Aardman have had an incredible roster of partnerships this year, both in the UK and internationally. Working with indie rock band Hitsujibungaku has been a particular highlight that involved a cover of the Shaun the Sheep theme song, a music video, and a collaborative Shaun the Sheep merchandise range in Japan with more to come later in the year.

We also partnered with Emu Australia on a range of adorable footwear for Shaun the Sheep made with Merino wool and includes a range of stick ers to help little ones customise their boots!”

We’ve seen a big revival in nostalgia and pop-culture products, your characters really lend themselves to this category. Why do you think that is?

Susan: “Both Wallace & Gromit and Shaun the Sheep have such fantastic cross-generational appeal, but especially seem to be resonating with Millennial and Gen-Z audiences as seen through the incredible level of social media engagement. Aardman charac ters and brands really sit com fortably in that space between an evergreen/nostalgia brand and a pop-culture phenomena

in. It means Aardman have been able to work with traditional brands such as Tyrells in food and beverage to launch a Wensleydale & Cranberry flavoured crisp tapping into the fun and humour of the brand alongside an apparel and accessories collection with Skinny Dip London, leaning into fashion trends and bold design. This blend of traditional licensees alongside possibly some more surprising trend led partners keeps things fresh and interesting for consumers. All I can say is keep your eyes peeled for some other surprising and unexpected collaborations later in the year – you never know where an Aardman brand might appear next!”

What is it about your IP that gives products the potential to go viral as you’ve seen some really great success with iconic items in the past. What is your prediction for your next ‘viral’ product?

Hannah: “Aardman have very established and popular IP that people have grown up with, I think that tapping into the iconic and comedy nature of the characters and partnering it with the right kind of products is the key to success.

For example, the 3D Gromit mug and Feathers water bottle that we produced with Half Moon Bay were a strong mix of character design and the items became instant modern classics but with a nod to the comedy from the shows.

We hope all our products will go viral! But we have some great items coming though the office now –in particular, some iconic products that will tie into the new Wallace & Gromit: Vengeance Most Fowl movie that releases on BBC in the UK and Netflix globally, this winterbut I can’t say anymore at the moment.”

What are the key trends you’ve noticed in licensed character products this year?

Susan: “There are so many, but I think the two trends, if you can call them that, that are still growing are in the kiddult and digital spaces. For Aardman that explosion of kiddult product has been especially prevalent in the APAC markets most notably in South Korea, China, and Japan where the accessorising trend has been huge. We’ve seen a massive upswing in customisable plush products, keychains and mobile accessories with licensees adding more elements to the core product allowing consumers to own something totally unique to them. In the digital space the two most recent releases, The Grand Getaway(a co-production between Aardman,Atlas V,Astrea, No Ghost and Albyon) available on Meta Questand Walkabout Mini Golf developed and published under license by Mighty

Coconut, take Wallace & Gromit into the world of VR, again allowing the consumer to play their own game and personalise their interactive experience. As licensing becomes more about UGC and personalised content Aardman have been able to respond because of the rich worlds they’ve developed through their characters and films and with lots of background material and archival content there is still a lot more that licensees can tap into.”

Aardman are approaching a big milestone, with the 50th anniversary in 2026, what can fans expect to see from the studio to celebrate?

Hannah: “We are really looking forward to celebrating Aardman’s 50th anniversary. It’s a moment to look back, celebrate the history of the studio and the stories and characters that have charmed audiences around

the world, but it’s also an opportunity to look forward to the next 50 years sharing the joy of animation and inspiring the next generation.

We are busy planning how we’ll celebrate the anniversary across multiple touchpoints including product licensing. Expect to see premium collectable items that will resonate with our fans of all ages.”

Which licensing programs are you personally most looking forward to working on this year?

Hannah: “We have had a fantastic year and have worked on some exciting product ranges. I’m really looking forward to seeing our range of Aardman Top Trump cards launch in Q4

– my son is really into Top Trumps so it will be great to sit down and play an Aardman version with him. We are also working with some iconic high street retailers on Wallace & Gromit product collections, and I can’t wait to see how the Aardman fans react to these.”

Susan: “For me, I’m really excited to see what’s coming from the APAC markets. The customisation and more experiential approach to licensing and retail always means there is something new and challenging to navigate. The pop-up store culture around collaborations, especially in the Japanese market, always means there’s a fresh take on how brands are delivered to consumers which I always find creatively fun so I’m looking forward to seeing what new ideas and projects Aardman’s agents bring to the table.” n

The European Space Agency The stars align for ESA Licensing

Space exploration has inspired books, films, plays, art, comics, animation and so much more. And now it is inspiring a wide-ranging licensing campaign for the European Space Agency – Europe’s gateway to space.

Even before the first human being left our planet and travelled beyond its atmosphere, fascination with other planets and faraway stars fuelled imagined trips into space.

Reality has long since left speculation behind. Human beings have travelled to the Moon and will eventually travel to our nearest planets. Unmanned space travel has taken messages from our planet beyond our own solar system.

Numerous organisations are managing these expeditions and have, not surprisingly, caught the imagination of millions.

One such is the European Space Agency (ESA). ESA describes itself as Europe’s gateway to space, dedicated to the peaceful exploration and use of space. Its mission is to shape the development of Europe’s space capability and ensure that investment in space continues to deliver benefits to the citizens of Europe and the world. And it’s not just about travel to distant worlds. This mission includes our home planet. ESA is not only on a quest to find the hidden keys to the origin of the universe and the birth of life in our solar system but to support

the protection of our precious home planet.

Indeed, a quick glance at the ESA website in August 2024 would have revealed not only articles about the Ariane 6 rocket and the shape of galaxies but satellite weather forecasting and views from space of wildfires in Athens. This diverse focus underlines ESA’s proud boast that it is the only organisation in the world that deals with every aspect of space activity.

Not surprisingly, 49 years after it was founded the European Space Agency’s profile is higher than ever before. But it’s about to get a lot higher with celebrations planned for its 50th anniversary in 2025. And that includes building on a global licensing programme that already addresses several categories. Awareness of ESA is not likely to be a big problem for a licensing campaign. As well as its fiftieth birthday, 2025 will involve a number of newsworthy initiatives including Artemis II, a fourperson flight beyond the Moon, thanks to the European Service Module and the launch of the incredible Space Reusable Integrated Demonstrator for Europe Return – aka the Space Rider, an uncrewed orbital lifting body spaceplane aiming to provide the European Space Agency (ESA) with affordable

and routine access to space. You could say that, with a major anniversary and headline-making activities on the way, the stars have aligned for ESA’s venture into licensing. However, as we have noted, the licensing campaign for ESA isn’t exactly starting from scratch. In recent years ESA has inspired a Mars exploration kit, a model space shuttle and a Barbie doll – of Samantha Cristoforetti, the first European female Commander of the International Space Station. Other licensed ESA output includes a Playmobil Mars exploration kit, a LEGO Hubble Space Telescope set and Lego Artemis Space Launch System sets. A reminder of ESA’s role in observing our own home planet comes in the form of a thrilling and inspiring collection from Art Photo Limited showing the beauty and strangeness of Earth from hundreds of kilometres above its surface. However, with a major birthday on the way and numerous potential licensing categories to explore, ESA has turned to the appropriately named (and award-winning) agency Rocket Licensing to boost its licensing presence.

Rocket plans to steer the brand to even greater heights, inviting future licensees to work with this amazing agency – helped by some equally amazing licensing assets, an expanded licensing programme, a new style guide and a new trend guide.

Colourful and unique design assets –which include official mission patches, graphics of the International Space Station, the Mars Rover and Ariane launchers, and astonishing images of Earth, Mars and far-off nebulas – will all play a part in a wide range of potential products.

Many of these products will be focused on exploration and inspiration of course, supported by ESA’s educational and outreach programmes for kids that encourage an interest in STEM subjects. However, both children and adults are fascinated by space and both markets will be addressed. Science kits and experiential offerings have already proved their worth in the marketplace and will continue to drive new opportunities. But for both kids and adults the campaign is looking much further ahead – into areas like apparel, toys, games, puzzles, paper products, stationery and gift publishing. In fact apparel has just received a major boost via Lobster & Lemonade, a popular German online fashion retailer that has now developed and just launched an ESA streetwear capsule collection, including caps, t-shirts and

sweatshirt with such arresting imagery as the forthcoming Moon Village and an amazing illustrated infographic featuring a rocket and astronaut in high-contrast yellow.

And, while this involves a lot of work and organisation –like any ESA mission in fact – it also targets a very receptive audience. ESA’s mission after all is inspired by us and the human desire to understand our place in the Universe.

Indeed that mission has already informed one of the biggest deals the brand has so far achieved in kids’ products: a major licensing agreement with DK, the world’s leading children’s non-fiction publisher, to create a range of ESA books for children and young people.

The initial launches will include two books: The Astronaut Diaries: Journals of Andi Futura Aged 11 1/2, and a choose-your-own-adventure-style book called Mission to Mars.

An engaging and informative fictional narrative underpinned by STEM content, in The Astronaut Diaries: Journals of Andi Futura Aged 11 1/2, we join Andi Futura, her mum, dad, brother and dog as they prepare to become the first family in space. In the course of the book Andi learns about everything you need to know on a space station – from robotics and solar panel repair to workout routines – and even managing personal hygiene in zero gravity. She then shows off her learning in eight assignments that she sends to her Mission Control tutor, Ms Asimov, back on Earth.

The book will be written by acclaimed children’s author Emma Roberts in collaboration with ESA. It’s aimed at a core audience of children aged from 7 to 12, but it’s also fun and informative for all ages – just like the second book, Mission to Mars.

Mission to Mars is a choose-yourown-adventure-style book which will be illustrated by the fabulous artist duo Adamastor who have created a wonderful sense of adventure as well

as otherworldliness to compliment a narrative that describes an exciting journey to the Red Planet for young readers.

Mission to Mars will be written by Dr Sheila Kanani, a planetary physicist, science presenter, secondary school physics teacher, space comedian and published author, a perfect writer, in fact,for a book that is not only entertaining but scientifically accurate.

The books are scheduled for publication in autumn 2024 and spring 2025 – in time for ESA’s 50th birthday. They will be available at bookshops, major stores and online, supported by a comprehensive marketing programme. Further titles are planned for 2025/2026.

Long before then ESA will be pursuing many other licensing opportunities, but like the books, at least some of the motivation will involve enhancing awareness and, potentially, inspiring the space scientists of the future by linking into ESA’s educational and outreach programmes that encourage an interest in STEM subjects among all age groups.

And – who knows? – one day someone who was a child in 2025 could look back on the 50th anniversary and the toy, book, t-shirt or game they were given as the moment they knew that they too, like Samantha Cristoforetti, would one day travel into space. n

Le Petit Prince (The Little Prince), based on the best-selling book by Antoine de Saint-Exupéry, first published in 1943, continues to be tremendously popular and successful with over 5 million books sold each year and more than 380 licensees around the world.

June 29 saw the celebration of the International Day of the Little Prince, celebrating the same spirit of adventure that launched Saint-Exupéry on his conquest of the skies when he first joined Aéropostale.

With more than 80 years of history, today Le Petit Prince is represented around the world by a roster of world-class agents including Medialink for China, Licensing Works in the USA, LMI in the UK, Euro Lizenzen in Germany, BIC Licensing Group in Italy, Home Made Licensing in France, Licensing Connection in Benelux and Caravanserai in Spain and Portugal.

In up to date news, Le Petit Prince are working with media giants Globo to become the brand’s exclusive agent in Brazil. According to a BrandTrends study, the book – O Pequeno Principe – is the most read and favorite book amongst children in Brazil – ahead of Harry Potter.

This month Globoinho will begin broadcasting the brand-new TV series, The Little Prince and Friends (52 x 11 minutes). The series is created in 2D and produced in France.

For the 80th anniversary of the death of Antoine de Saint Exupéry, DS Automobiles, in May the Musée de l’Air

et de l’Espace du Bourget presented three new models in a tribute to the writer-pilot.

Further activities include Culturespaces, the body behind the famous Atelier des Lumieres in Paris, dedicated its next exhibition to the Little Prince. From October to December, fans of the Little Prince will be able to discover a creation especially designed for Les Bassins des Lumieres, a unique digital art center in Bordeaux, France. Of course this year le Parc du Petit Prince celebrates its 10th birthday. This anniversary will be punctuated with special events and night parties, offering visitors the opportunity to live unforgettable moments in the company of the Little Prince and his

friends. New animations and exceptional events will enrich the program, making each visit a unique and magical experience! The park has welcomed 1.5 million visitors in the 10 years it has been open.

Over and above these activities, this summer, Changi Airport’s Terminal 3 was transformed into an intergalactic realm inspired by the Little Prince; and “The Little Prince: Story of a Friendship” experience returned to Mexico

Digital Art Studio and SENSEA. Already presented in Turkey and Dubai, this immersive show presnts animated characters, modeled from the performances of real actors using motion capture technology, expanding the story’s colorful world. In terms of products, the Little Prince licensing program continues to grow globally and a new style guide with 60 new designs is now available for licensees. Some recent highlights include L’Occitane en Provence, whose second largest market is Brazil, with sales of 50 million euros and 12.5% growth, launched a limited edition Le Petit Prince in this territory in August. In all, some 8,000 Limited Edition Eau de Cologne kits, 3 units of 50ml /each with a Little Prince box/packaging wenton sale, targeting the L’Occitane en Provence has 100 stores in Brazil. L’Occitane en Provence has 100 stores in Brazil. July saw the launch of Le Petit Prince products in Zara Home stores worldwide in a deal arranged by Caravanserai. Skultuna, supplier to the Royal Court of Sweden, has partnered with the Little Prince to launch an exclusive collection of three gold-plated products. Finally, Rhinoshield has launched a range of Le Petit Prince phone and tablet cases. n

Visitors to Brand Licensing Europe can see Le Petit Prince at Booth B230.

What’s New for Studio 100 Brands?

VEGESAURS. Season 3 out now and ongoing support Vegesaurs” is a fresh and unique take on the dinosaur genre Every episode, starring Ginger and her three Pea-Rex friends, is a stand-alone mini adventure with a focus on visual comedy. Aimed at children aged 3 – 6 and comprising 3 seasons of 20 x 5 minute episodes, season 3 launched on ABC Kids in Australia in June 2024, launch planned in September 2024 in the UK on CBeebies and BBC iPlayer. The series is already on air in more than 20 territories and has attracted more than 33 million views on BBC iPlayer since it launched. It is a top 10 show on CBeebies and Top 20 on YLE. Licensing partners include L-Founders (retail loyalty), Macmillan (master publisher), Globetrade (toys, plush), Immediate Media (magazine), iLove Snacks (food & beverages) and Sony Music (audio stories)

A loyalty campaign with LIDL (in fall 2023 and spring 2024), included a TV campaign, instore activation, out-of-home activities, social media boost including influencer activities. – in Austria, Spain & Denmark was a huge success. The brand also won a Bologna Licensing Award 2024 for “Best Promotion/Loyalty Campaign.” Among parents, Vegesaurs was preferred to Minecraft, Pokémon, and Peppa Pig and it is the No 1 Picture Book imprint in the UK – for Macmillan Children’s Books. Picture books and story board books are available with novelty and activity books planned Vegesaurs has been part of CBeebies Magazine by Immediate Media, since August 2023 and a range of Vegetarian Snack Products by iLove Snacks, launched at Tesco, Sainsbury’s and ASDA earlier this year

Upcoming highlights include continued launches of Sea son 3; more Specials and Seasonals on the YouTube channels; an Influencer campaign on social mediaVegesaurs Summer of Discovery, further loyalty campaigns, a

Ginger walk act for Meet & Greets and a Vegesaus Immersive Experience – launching in Australia in December 2024, coming across the globe into the UK, France, USA and MENA as well as other European countries, through Studio 100 Theme Parks across Europe.

HEROES OF CHILDHOOD. Riding the Retro Wave

Based on classic kids content such as Heidi’s adventures, Maya the Bee’s fun stories, Vicky the Viking’s brave acts, and the magical tales of Pinocchio or Alice in Wonderland – all being brought back through a new platform entitled Heroes of Childhood.

Studio 100 International conducted a market study, whose findings confirm the marketing strategy and the ongoing popularity and emotional significance of the childhood heroes united under this brand.

The study shows that 98% of adults aged 25-45 know at least one hero from the “Heroes of Childhood” lineup. 93% of respondents confirm a strong affection and deep emotional connection to various childhood heroes. Nearly 88% of participants show

interest in products featuring these heroes. The study was conducted by Studio 100 International via Survey Monkey in Germany, based on a survey of 500 adults aged 25-45.

On April 1st the vibrant Studio 100 –Heroes of Childhood YouTube channel was launched, dedicated to whisking teens and young adults away on a nostalgic and fun adventure. Many of the characters and series gathered under this brand will be familiar to the target audience from their childhood: Maya the Bee, Heidi, Vic the Viking, Alice in Wonderland, Pinocchio, and Sindbad the Sailor are just a few of the beloved icons ready to leap from the past and spark delight once more.

HEIDI. A New Feature Film

In terms of Heidi, a new CGI animated feature film will debut Summer 2025. Current international licensees include Playmobil, Zapf Creation and Ravensburger for toys and games; Herding, PureSigns, Lamprecht, Knorr Toys, Stoff & Liebe for home and living, Sony Music and Tonies for home entertainment; Bloomery, Bavarian Caps, Spreadshirt, mask World and Bergmensch for apparel; Hachette, Blue Ocean entertainment, Pro Book and Ravensburger for publishing; and MyPostcard, TCC, Heidi Hotel Falkensee for promotions.

The Bergmensch Heidi apparel collection was nominated as License Product of the year 2023 – by Licensing International – Germany Awards. With a new movie –Heidi – Rescue of the Lynx – due in theatres in July next year, Helidi will also be on games consoles including PS4, Nintendo and more during the year. n

Mojang Studios’, creator of Minecraft, returns to Brand Licensing Europe, led by Federico San Martin, Senior Director of Minecraft Consumer Products (pictured above), to connect with International and global partners to discuss licensing opportunities to further expand the Minecraft franchise beyond the hit game through a strategic global consumer products business! MINECRAFT

Booth A251 (with Minecraft agent CAA)

Since San Martin joined Minecraft over three years ago, the consumer products business has more than doubled globally and expanded to over 200 licensing partners around the world.  The focus of the consumer products business for Minecraft has been on category expansion, solidifying retail relationships and growing the international business in key territories, through agent partnerships with Retail Monster, their US retail agent, CAA (Europe, LATAM, Japan) and Merchantwise (Australia and New Zealand).

“Over the past three years, we have more than doubled the Minecraft consumer products business around the globe, expanding from the U.S. into key territories worldwide, as well as delivering the Minecraft experience into new categories of products and experiences. Our goal is to continue to offer our massive community fresh and unique products, experiences and collaborations to engage with this timeless franchise. I feel we are just at the beginning of creating endless opportunities to grow Minecraft in the years to come.”

Minecraft is currently celebrating its 15th Anniversary, featuring global initiatives and product releases but the brand is not stopping there. Minecraft is about to embark on major new milestones. From the inaugural theatrical release to groundbreaking LBE experiences, category expansions, and a new animated series, they are committed to expanding reach and captivating audiences in innovative ways.

15th Anniversary “Shape Your World” campaign - a Global Success!

Beginning earlier this year Minecraft has been celebrating 15 years of gripping adventures, mind-blowing creations, and a community of fans that have left its mark on every block!

The 15-Year Anniversary celebration featured a “Shape Your World” campaign; an array of product launches; and retail activations worldwide.

The 15th Anniversary celebration of Minecraft has been supported by the “Shape Your World” brand campaign, which resulted in over 300m views of new-to-franchise audiences and existing fans.  As part of the campaign, artists from across the globe shared how Minecraft inspires them to #ShapeYourWorld.The work has been overwhelmingly well-received by new and existing fans.

Recent Product Collaborations

LEGO launched a global campaign this year that celebrates Minecraft’s 15th Anniversary by partnering with 50+ creators to showcase their core Minecraft memories, mining a unique LEGO Minecraft block and building with LEGO Minecraft bricks. This

embodies the creative spirit making fans an artist in and beyond the game. Higround launched in May in the US with six unique Minecraft branded Keyboard SKUs, five mousepads, two sets of keycaps, a jelly bag, and a T-shirt. With social media support on TikTok which drove awareness, the Blocky Design sold out in five minutes!   A limited-edition Minecraft x LUSH collection launched globally in LUSH stores in August with multiple products including blocky bath bombs and shower bombs, soap, shower jelly, reusable bubble wand, and a collectible gift box inspired by Minecraft adventures. The partnership inspired both Minecraft players and LUSH fans to craft a moment of calm, bringing serenity  in-game with the LUSH Bath Bombs add-on. Kellogg’s® launched a Creeper Crunch Cinnamon-flavored cereal with Marshmallows earlier this year where consumers can collect up to

year-long campaign is filled with new products, social content, long form videos, and creator content memories, storytelling, and building in real life. The Minecraft x Higround collaboration is a celebration of self-expression that

three free character creator items with each purchase.  In addition to the 15th anniversary partnership, Minecraft and Kellogg’s supports the Arbor Day Foundation®, which aims to craft a more sustainable future for all.

In June, Woobles launched Minecra ft crochet kits, available in the U.S. exclusively on woobles.com.  The Woobles introduces Minecraft to their line up with The Creeper, Pig, and the Warden.

General Mills Fruit Snacks launched Minecraft Fruit Flavored Snacks in the U.S. this past June, featuring treats shaped like your favorite Minecraft characters all packaged for on-

headphone character creator item.

Recent Retail Collaborations

In the U.S. Minecraft was awarded a Walmart Entertainment Council

3-Star program to celebrate the 15th Anniversary, and together launched a year-long partnership that includes ten activations throughout Walmart stores. Highlights include the Minecraft x Justice brand collaboration, a cross-category pallet train, a Minecraft Fan Shop, and more. Each activation also features a special offer for an exclusive in-game DLC. Minecraft partnered with Amazon to launch an On-Package Branding Campaign.  Beginning in June, select Amazon shipper boxes/polybags were “wrapped” with Minecraft 15th Anniversary branding to surprise and delight customers.  The boxes include a QR code driving recipients to the Amazon Minecraft store!

Internationally, Minecraft has had over 30 retail activations to support the 15th Anniversary, including:

the-go convenience and portability, Minecraft recently collaborated with Beats by Dre on a special-edition Solo 4 headphone celebrating the game’s 15th anniversary. The onear headphones feature a Minecraftinspired pixelated design with metallic green hinges and include the iconic “Creeper” character. This exclusive partnership embodies the intersection of music and creativity, which continues to be integral to both brands. With the purchase of the Beats x Minecraft Solo 4 headphones, customers receive a unique code to redeem an in-game

* Parco in Japan featured Minecraft pop-ups in the Shibuya store in April for four weeks including partners such as Granup and LEGO.

* In May, EB Games/Zing ran in-store and online activations that included homepage take overs, across Australia and New Zealand.

* In April & May, The Warehouse in Australia  initiated instore and online activations, which included cross category pallets featuring partners such as Caprice.

New International Partnerships

Minecraft continues its expansion across the globe. Recently, PMI  was signed as a global novelty toy partner with products launching later this year.   The Consumer Electronics category will expand in Europe through a partnership with OTL, who is developing headphones, speakers and other electronics.  For the first time, through their partner Air-Val and H&A, Minecraft will launch Health and Beauty products in Europe. Other notable new partners in Europe include Toytopic (plush at Primark), Millmead (Minecraft’s first optical partner in Europe) and Pyramid (Wall Art).

Minecraft continues to expand Consumer Products offerings in Latin America.  In Mexico, Grupo Ruz released a new line of plush, followed by releases from Cartoonia (apparel and accessories), and Mays Zona Libre (bags and stationery) in time for back to school in Central America and rest of Latin America.  And, in Peru, Arval will debut apparel and accessories in the back half of this year.

“As we get closer to this major Minecraft milestone that is The Minecraft Movie, we are thrilled with the partners we are securing to support the release! The film marks another major avenue of growth for Minecraft as we continuously look for ways to expand our community and continue building an evergreen multigenerational franchise.”

“Our 15th Anniversary celebration has been nothing short of spectacular! From our “Shape Your World” global campaign and new product launches to retail activations around the world, we have created many ways for our community to come together and help us celebrate this major milestone!  We truly appreciate the overwhelming support from our licensees, retailers and our community, who have made Minecraft’s 15th Anniversary a tremendous success!”

Federico San Martin

* Hamleys in the U.K. featured an elevated Minecraft presence for six weeks, which included vinyl covers in the elevator, and top window displays on Regent Street, which included LEGO, Mattel, Nobel Collection among others.

* In April & May, Coppel and  Suburbia launched campaigns in key stores across Mexico for Children’s Day activation with cross category products Activations which included window displays and window take overs.

In Japan, Takarajima has products coming to retail in the publishing and novelty categories, and Furyu and Kuji will debut a line of health and beauty products within the next six months.

A Minecraft Movie - the biggest event of 2025!

As the 15year celebration of Minecraft comes to an end, next year will bring the big screen release of its first-ever live-action adaptation A MINECRAFT MOVIE on April 4th, from Mojang Studios, in collaboration with

Legendary Pictures, Warner Bros. and Vertigo Entertainment.

A Minecraft Movie promises to offer fans a new perspective on the world they know and love. Through compelling storytelling and worldbuilding, the film will deepen the lore of Minecraft and explore aspects of the universe that may not be fully realized in the game alone. The Minecraft community can expect stunning visuals that capture the iconic blocky aesthetic of Minecraft while also expanding upon it to create a visually rich and immersive world.  The film serves as a significant expansion of the Minecraft franchise into the realm of film and entertainment media. It will introduce the Minecraft universe to new audiences who may not be familiar with the game, further increasing the franchise’s reach and cultural impact.

Their global product lineup will be available at major retailers across the world, for fans to access and enjoy exclusive merchandise. Minecraft will have robust representation across a wide variety of product categories, including some exciting collaborations!

From collectibles and apparel to toys and home décor, the product range is designed to captivate both adult and kid demographics. Whether a lifelong fan or a new enthusiast, the diverse offerings are tailored to enhance the viewing experience and create storytelling moments.

Retailers worldwide will be able to showcase the extensive product assortment in early 2025, ensuring that fans across the globe have access to the exclusive items that celebrate this major release. Minecraft is committed to delivering a product experience that matches the excitement and anticipation surrounding the film.

An All-New animated series coming to Netflix!

of WildBrain studio on board to produce the animation, we have no doubt that we will deliver another amazing Minecraft experience!”

Expansion into locationbased entertainment!

The first immersive location-based experience from Minecraft, Minecraft Experience: Villager Rescue, launches  in Dallas, Texas with plans to expand across the U.S. and globally, including Europe. Embark on an epic quest that will have you mining, scavenging and battling through multiple biomes and dimensions.

Minecraft Experience is an immersive, interactive adventure that uses largescale projections, physical sets, music, sound, and lighting effects to bring the game world to life. The experience starts in the Welcome Lobby, where guests receive the Orb of Interaction, a personal device that enables each guest to interact with content on walls and surfaces throughout their journey. A regular ticket provides access to 11 unique spaces in the experience. Guests travel through multiple Minecraft biomes using their orb to chop down trees, collect and move resources, fight mobs, and more – all through physical gestures!

For more information about Minecraft licensing opportunities, please contact:

MinecraftCP@ microsoft.com

Mojang is working in conjunction with Warner Bros to deliver an exciting and comprehensive global licensing and promotional program to launch with the release of the film. The consumer products will complement and enhance the upcoming theatrical release of A Minecraft Movie. With an extensive range of products available, Minecraft is poised to offer something to all the fans, ensuring that kids and adults can engage and celebrate this highly anticipated release.

Amidst Minecraft’s 15th anniversary celebration that started earlier this May, more exciting news continues to be announced!! Minecraft has joined forces with Netflix to produce an all-new CGI-animated series set in Minecraft’s blocky universe. The series, currently in development at WildBrain (creators of Sonic Prime, Ninjago: Dragons Rising, and Carmen Sandiego), will tell an original story with new characters and reflect the world of Minecraft in a new light. Produced by Mojang Studios and Netflix, the series will premiere exclusively on Netflix.   San Martin says:  “We are thrilled to partner with Netflix to bring the characters and storylines of Minecraft to life in this new animated series.  We continue to seek opportunities for our fans to be entertained by Minecraft outside of the game.  With the talents

The experience centers around a village rescue, a Minecraft-inspired mission that requires teamwork and quick thinking to complete. Groups of 25 navigate a blend of interactive displays, physical challenges, arcade elements, and escape room-like puzzles to complete the quest. People of all ages walk, punch, leap, and laugh their way through this unique experience together.

“We have been planning for quite some time to expand the Minecraft franchise into location-based entertainment that offer multi-generational fun and collaboration,” commented  San Martin. “Our vision is to expand this unique and immersive experience to cities around the U.S. and in due time, internationally.”

This is only the beginning for Minecraft and the possibilities are endless! Come craft with us and let’s create fun and adventurous opportunities for our community! n

By Clare Piggott, Managing Director, Larkshead Licensing

A License to Thrill Shaping markets, cultures, and consumer behaviour

I can hardly believe that I am celebrating 30 years in licensing this year! I feel privileged to have lived and breathed every moment as part of an industry that has evolved from being a marketing sideline to a powerful brand extension tool that shapes markets, cultures and consumer behaviour. Whilst reflecting on some licensing milestones over the years and the deep knowledge base that has provided it’s energising to be a part of an industry that constantly re-invents itself. Rapid change and adaptation in how product is made and accessed (physical as well as virtual) has to constantly keep pace with ever changing consumer tastes and aspirations. Now brands reach fans, old and new, directly, indirectly, by any means available while influencers busily turn followers into consumers! I’ve witnessed as least four brand relaunches for a surprising number of IPs from Pokémon to TMNT to Spiderman, each new iteration bringing a fresh take on consumer products and welcoming in a new generation of fans. The F word – franchise – has also come to dominate licensing. It’s a term that has been used far too liberally but I am still astounded by the global pulling power of the F, .particularly from the seemingly unstoppable blockbusters like Marvel, Star Wars and Harry Potter and having been involved in more than one F myself, it’s a memorable experience to be a part of a colossus busy smashing boxoffice records globally and driving eyewatering sales numbers across a huge range of licensed products. Whilst it’s a testament to this industry that certain brands are celebrated repeatedly for their phoenix-like qualities there has also been an interesting shift that has taken us beyond the space limitations of bricks and mortar

retailers to enable a democratisation of licensing - an incredibly healthy development. No longer confined to the largest organisations or biggest brands, licensing is beginning to work for everyone. Individuals and small businesses are finding opportunities to license their IP. From independent artists to social media stars, anyone with a unique brand and an interesting story to tell has the potential to captivate a new audience and create a licensing empire! The story behind a brand has become much more significant, more personal than ever before and this narrative is vital to consumer engagement. Is it a sign of superhero fatigue or a corporate backlash? I don’t think it’s either, but it makes for a world that has more depth and appeal, reaching the broadest of audiences.

Virtual worlds are one of the biggest changes I’ve witnessed in licensing. Roblox ascent has revolutionised the gaming industry allowing users to create, share, and monetise games and experiences. The metaverse shows its love for brands and brands, it seems, are willing to share that same affection back. And there’s a new democracy emerging in these worlds – if fans don’t like what a brand owner is doing, fans can and do become a force to be reckoned with in terms of their impact on a brands creative direction. I’m constantly in awe of the developers and game makers getting us to spend more and more time inside virtual worlds. Which brings me neatly onto don’t just look at it – experience it. Post covid it has been good to see the return of live experiences and location-based entertainment. As a big fan of live theatre, it’s wonderful to celebrate how far both theatre and immersive experiences have moved

on as technology has advanced. It is also only going to get bigger, extending into more categories and touching more diverse audiences. Seeing Totoro at the RSC was a breathtaking experience, bringing to life the magical, mysterious fascination with childhood and mythology that runs through all Studio Ghibli content and the current “In Concert” set up means theatre companies can offer a theatrical experience bringing musicals like Death Note to the West End offering fans an unforgettable live show – cos-play optional! Also think Secret Cinema and the ground-breaking Abba Voyage concerts.

I’m currently aghast, dear reader, at the number of “afternoon tea” experiences that are now available from The Mad Hatter’s Tea Party to Bridgerton, when the Duchess of Bedford introduced the concept of afternoon tea around 1840, I’m sure she had no idea it would be so fully embraced by the licensing community over and over again nearly 200 years later! Proving once again that licensing has an ability to reinvent itself. Anyone who knows me well knows how much I love content –and the streaming powerhouses (including YouTube) have provided us all with a tsunami of content genres. It is concerning however, that most of the world’s content sits in the palms of a few. Hands up if anyone is worried about these massive IP behemoths holding a monopoly over all this IP? I personally think it would be a better world if licensing was more than just 3 or 4 content providers orchestrating our consumption and the existential crisis right now around the future of public broadcasting is an urgent concern that needs to be addressed in a creative and forward-thinking manner.

Brand collaborations have enjoyed a seismic shift – I’ve watched with interest as fashion brands have blown the market wide open with partnerships with mass-market retailers, blurring the lines between luxury fashion and the high street. And there’s a lot more creativity driving these collaborations as different industries cross and recross into each other’s worlds to generate new excitement to drive sales. Nike and Off-White and LEGO and Star Wars have shown us how licensing can create unique, cross-category products taking fans into new dimensions!

It’s important to recount what happened during the COVID-19 pandemic as the pause button was hit on our daily lives as we knew it. It was a surreal and difficult time. Physical retail was horribly disrupted. But licensing demonstrated once again its adaptability pivoting at speed to online platforms to reach audiences. Digital concerts, virtual fashion shows and online gaming were commonplace. Something else changed in our consciousness. Was it more time to reflect internally? Sustainability emerged with heightened focus in our post-pandemic world, more directly influencing licensing strategies. Brands have faced pressures from consumers and regulators to take more responsibility for the environment as companies sought out licensing partners with strong sustainability credentials. And what do I predict for the next 30 years?

If the last three decades are anything to go by then the future promises to be just as exhilarating, and I eagerly anticipate the new frontiers in creativity and commerce to be explored by brands, licensors and licensees with technology the enabler and driving force for new innovations. Sustainability will supplant itself as the most urgent priority of our industry. Social causes and the environmental concerns play heavily on consumer consciences. Younger generations get it; moving away from mass consumerism they are more in tune with their thinking and values. Brands owners also get it: big businesses have Environmental, Social and Governance (ESG)

goals and are proud to display their credentials. But regulation and compliance with industry standards will affect all manner of things from product packaging to manufacturing processes. With far deeper fan engagement across multiple platforms fans also want to see the “heart” of a brand and a genuine identifiable purpose.

Anyone who can challenge existing perceptions and help shift those perceptions will be of particular interest. IP owners that champion inclusivity, improve learning outcomes, make you look at the world at a different angle are authentic and distinctive. There will always be a place for the latest hottest brand, but my prediction is these fads will be shorter lived as attention spans diminish further.

Technology has also enabled film makers to create world visions that are so incredibly detailed and immersive. The way technology has helped shape directors’ creative visions is just incredible and this is an industry that will continue to embrace changing technology at a rapid pace. Scotland’s film and animation industry is riding this same wave of optimism! With a focus on storytelling, innovation and investment the sector is attracting global attention! Project commissions are on the up which funds the creative talent pool in universities and film schools that are producing world-class graduates. Government support and tax incentives are making the sector highly attractive, and the stunning landscapes provide a visual backdrop that has elevated Scotland on the global stage!

And I cannot really write an article reflecting on my years in the business without mentioning Taylor Swift and the impact she has had on my life via my daughter’s super fandom. If Taylor Swift’s concerts can impact seismic activity when her fan base dance along her sick beats, I want to ensure I’m there dancing along with all those celebrating tolerance, education that improves life outcomes and inclusivity. With apologies to any genre or category or business that I’ve been unable to capture in my look back at licensing I now need to give a shout out to all the wonderful friends and colleagues I’ve had the good fortune to engage with over the last 30 years. Thank you to all those that proved to be interesting sparing partners, foils and good friends. I’m looking forward to seeing you all at BLE this year.

Larkshead Licensing

With so many incredible opportunities ahead of us, finding the right licensing agent that understands how to build brands and creatively apply your brand values to product is a must. With a collective experience of over 75 years in the industry, Larkshead Licensing is a boutique agency that builds and implements the best strategy for brands with a purpose, ensuring we strike a balance between promise versus delivery. I’m really looking forward to showcasing our Licensors content at BLE and to exploring potential partnership opportunities. Actively on the lookout for IP that reflects our company values, Larkshead is here to immerse ourselves in your story and can help you on an exciting journey to shape markets, cultures and consumer behaviour! n

John Friend, head of XBox Gaming Consumer Products

XBOX GAMING CONSUMER PRODUCTS Fueling Fan Love

Attendees at BLE 2024 can look forward to exclusive updates from the team at Xbox Gaming Consumer Products, a division of Microsoft headed by John Friend. From industry giants Activision Blizzard King (ABK), Bethesda, and Xbox Game Studios (XGS), their portfolio of powerhouse franchises includes Age of Empires, Call of Duty, Candy Crush, Diablo, DOOM, Fallout, Forza, Gears of War, Halo, Microsoft Solitaire, Microsoft Flight Simulator, Overwatch, The Elder Scrolls, World of Warcraft, the Xbox brand and many more. With multiple franchises that have surpassed $1B in revenue, Xbox Gaming Consumer Products (XGCP) represents a portfolio of IP that reaches an unprecedented diverse and global audience. Over the past year, XGCP has released over 2,000 products in more than 73 countries to delight fans globally.

Total Licensing takes a look at some of these iconic franchises.

Originally developed by Interplay Productions, the Fallout series made its debut in 1997 as a top-down, turnbased RPG set in a post-apocalyptic, retro-futuristic world of the mid22nd century. Bethesda Game Studios (BGS) took over the franchise and transformed it with the release of Fallout 3 in 2008, introducing first and third-person perspectives to the beloved series. The April 2024 premiere of the Fallout Amazon Original Series was met with positive

reviews from both critics and fans, sparking renewed interest in the franchise.

This October, the launch of new merchandise tied to the Fallout TV series is set to excite fans and collectors alike. Among the highly anticipated releases is The Wand Co.’s best-selling wearable Pip-Boy replica, currently available for preorder and shipping in November. Additionally, McFarlane Toys is introducing a line of highly detailed 6-inch scale posed figures, while Modiphius Entertainment

expands the collection with Fallout Miniatures: Hollywood Heroes and the recently released the Fallout Factions: Battle for Nuka World Starter Set, a tabletop miniatures skirmish game.

Coming in 2025, DOOM: The Dark Ages, also from Bethesda Game Studios, heralds the return of the unstoppable DOOM Slayer in this single-player, dark fantasy action FPS from the legendary id Software. The original DOOM, released in 1993, is the benchmark for first-person shooter game. It was an enormous success, turning a profit for id Software within a single day. DOOM: The Dark Ages puts players behind the visor of the mighty Slayer as they battle demonic hordes in grounded, hard-hitting combat inside an epic, cinematic tale of gods, kings and demons.

The franchise has been praised for its pioneering gameplay, graphics,

and level design. It has influenced countless other games and has spawned numerous sequels, novels, comic books, board games, and film adaptations. To celebrate the release, fans can expect a line of DOOM: The Dark Ages products including collectibles, gaming accessories, and apparel collaborations.

Published by Activision, Call of Duty is a critically acclaimed, award-winning video game franchise that offers a variety of best-in-class experiences, featuring nonstop action and thrilling gameplay. The upcoming installment, Call of Duty: Black Ops 6, developed by Treyarch and Raven Software, and which launches on October 25, 2024, is an epic blockbuster with an

immersive story set in the early 1990s, a period of transition and upheaval in global politics characterized by the end of the Cold War.

A Black Ops 6 apparel and accessories line will launch this fall at ASDA from Fashion UK. And Youtooz is launching a limited-edition collectible vinyl figure line that celebrates the iconic characters and themes from the franchise as well as a 9-inch Monkey Bomb and Teddy plush and pins, with more products coming to celebrate Black Ops 6 in October to develop this line that fans are loving. KontrolFreek has a line of thumbsticks, and Corsair is the Black Ops 6 official peripherals partner with an elite product line up for the launch that includes a desk mat, mouse, PC Tower, Controllers, Elgato Stream Deck and Wave Mic.

The tenth expansion of WoW,World of Warcraft: The War Within that launched August 26, is the opening chapter of the most ambitious story arc in the games near 20-year history. Developed by Blizzard Entertainment, World of Warcraft (WoW) is one of the most successful and influential

MMORPGs in history, winning multiple awards including two Guinness World Records.

A collection of new products sure to keep the millions of fans engaged include a set of peripherals to celebrate the 20th anniversary from SteelSeries; a 16-figure collectible line featuring fierce warriors and colossal monsters from McFarlane Toys; and in September, Funko Pop is rolling out brand-new vinyl figures of the legendary Lich King and the formidable Lady Sylvanas. Difuzed is bringing fashion to the forefront with mass-market apparel showcasing high-density prints and eye-catching 3D minimalist details. Displate is launching metal art posters, and Abysse offers a varied selection of keychains, drinkware, and mouse mats.

And from Xbox Game Studios, the iconic gaming and media franchise Halo will celebrate its 25th anniversary in 2026. Since the first game launch in 2001, the franchise has grossed more than $6 billion. Halo has expanded into novels, graphic novels, comic books, short films, animated films, feature films, and most recently, the critically acclaimed live-action TV series boasting a 94% ranking on Rotten Tomatoes. Merchandise sales have exceeded $1.8 billion. Halo is managed and developed by 343 Industries. This fall, Halo fans can look forward to multiple new product releases. Among them is Halo: Flashpoint, a tactical miniatures tabletop game for two players from Mantic Games (ages 14+); and the Halo Plasma Blaster from Gel Blaster for ages 14+, featuring integrated WiFi and infrared technology that connects through the Nexus mobile app for an immersive

experience. Dark Horse Comics will release The Making of Halo The Series: Hope, Heroism, Humanity in October. TOMY’S 15-inch Halo Master Chief plush from Club MocchiMocchi is a must for any player; and collectors can look forward to new items from Youtooz in August. MEGA Halo Guilty Spark comes alive with lights and sounds--the Monitor is fully buildable and features 2 light modes to represent its dual personalities. And a fashion collaboration with Culture Kings this summer launched four nostalgic tees featuring art from the popular titles Halo 2, Halo 3 and Halo: Reach. This collab is Culture Kings’ most successful licensed launch beating out their Star Wars release.

And since its launch in 2001, the Xbox platform itself brings the joy and sense of community found in gaming to everyone through innovative consoles, PC gaming, and cloud technology. With a ‘fan first’ philosophy, the platform offers comprehensive online services and engaging social features to cultivate a thriving community of players, making it effortless for people to connect, share experiences, and play together. Fashion UK launched Xbox branded apparel initially across Europe, extending into Eastern Europe and the Middle East. And most recently, the brand has expanded into luxury apparel, teaming up with A BATHING APE®︎ to create a joint collection for global release in July 2024. The lineup includes t-shirts, zip hoodie, shorts, a cap, and a ROAD STA sneaker. The iconic APE HEAD with the Xbox sphere logo is a special design created exclusively for this collection. n

Bulldog Licensing has announced its plans for BLE 2024, where this leading licensing industry agency is once again welcoming visitors to stand A190.

Bulldog will be promoting an impressive selection of brands ranging from world-renowned classic property Care Bears, the iconic Me to You character brand, the incredibly successful Magic Mixies toy-based brand, evergreen hit Sesame Street, the much-loved, classic crime-fighting franchise Totally Spies, the iconic comedy character Mr Bean and one of the most successful children’s publishing brands of the past 25 years, That’s Not My….

Strength and diversity of Bulldog’s offering highlighted at BLE

Care Bears continues to show incredible growth more than 40 years after the property first appeared on greetings cards and inspired one of the most successful licensing programmes of all time. The clear and relatable brand identity – rainbow colours, loveable characters, and unique belly badges, along with the core messages of kindness and caring – remains as popular as ever.

Not surprisingly, costume character appearances from the Care Bears at the recent Gloworm festival proved popular with kids and parents alike, as did a highly successful two-week Care Bears Forever London art exhibition, which began on 29th August at gallery@oxo. Its display of new and original, never-before-seen of Care Bears-inspired artwork attracted fans of all ages, as well as the odd celebrity Care Bears fans!

The Care Bears licensing programme is seeing huge retail traction across multiple categories, ranging from plush through to apparel, accessories, and homewares, collectibles and gifts, making Care Bears one of the must-have multi-generational brands in the UK.

Since 2000 Carte Blanche has partnered with best-in-class licensees to bring to market best-selling Me to You products across many categories including apparel, print on demand, food, gifting and nursery – selling millions of

censing programme with enormous appeal, particularly among adult women, children and infants, showing strong growth at retail across multiple categories.

Bulldog is now taking the ex traordinary reach of Me

To You’s signature character

Teddy and the nursery property Tiny Tatty Teddy to the next level.

Recent licensing deals include Brand Threads for nightwear, Brand Alliance for leisure wear, Pawprint Family for patches and pins and Craft Buddy for arts and crafts kits. In addition, a network of international agents is working with Bulldog to build on the brand’s strong presence in international markets. They include such major names as Revolution in South Africa, Kopa in South America and MJA Licensing France, with another signing – for Australia and New Zealand – expected soon.

children’s and tweens’ market and are designed with help from the comprehensive Magic Mixies style guide, which makes full use of the colourful characters, logos and imagery that have underpinned the success of the brand in the toy and plush

Nightwear, publishing, food and drink containers, bags and accessories are just some of the Magic Mixies-inspired products at retail already – and many more licensing extensions are signed or on

Magic Mixies is a hit on streaming services too! Magic Mixies webisodes, which first launched on YouTube and Kidoodle TV in May 2022, have also been available on Netflix since early 2023 and are boosting an already phenomenally successful brand.

Bulldog is also building on the licensing success of Moose Toys’ Magic Mixies toys range, which began with the Magic Mixies Cauldron. This special toy comes with a spell book and everything else needed to mix a potion to create an interactive magical Mixie pet. The newest, highly successful innovation has been Magic Mixies Pixie Supreme – 10.5” fashion doll with stunning detail and an enchanting style – and the 50 lights and sounds of the Magic Mirror that sets the beautiful Pixie Supreme

The range has been a runaway hit since launch, both in its own right and now as the inspiration for a variety of licensed products. All products are aimed at the

Sesame Street is one of the most iconic brands in the world, engaging fans of all ages while delivering on its mission to help children grow smarter, stronger and kinder.

Sesame Street is a key focus for Bulldog in the UK. Working on behalf of the global non-profit organisation Sesame Workshop, the agency has announced numerous deals for Sesame Street as it continues to grow its presence at UK retail. In addition to Just Play’s master toy programme, there is a rapidly growing pre-school licensed product range at all major retailers. Sesame Street also has strong appeal to the adult market, inspiring successful ranges of apparel, badges, embroidered patches and more.

This retail and licensing growth is supported by Sesame Street’s strong multi-platform presence across the UK including the recent expansion to Amazon Kids+ with a new season launch in Fall 2024. Sesame Street content is also available on Tiny Pop’s

FAST channel, Channel 5’s Milkshake! pre-school programming block, and Sesame Street’s YouTube channel attracts an incredible 94 million annual views from the UK and Ireland as well as a strong social media engagement and reach.

In addition, the brand is going from strength to strength in soft lines, with a major fashion retailer recently launching a broad new range. In the run-up to BLE, Elmo made a long-awaited visit to the UK sharing laughter and learning with all his friends.

BEYBLADE X makes its BLE debut for Bulldog and marks the fourth iteration of the hugely popular anime series and toy brand which has sold over 500m lifetime units of the iconic toy lines. With a high-profile TV platform launching this year, support across digital channels and a huge toy plan from partner Hasbro, this is set to be one of the biggest boys’ brands in the UK and excitement amongst licensees is palpable. Initial licensed lines will roll out from early 2025 in support of the incredible toy lines and a full cross-category campaign will build throughout next year, making Beyblade X a musthave for retailers everywhere.

Produced by Banijay Kids & Family label Zodiak Kids and Family France, animated spy-fi series Totally Spies! originally ran from 2001 for six seasons. It hooked a generation of fans with its iconic aesthetic and powerful female leads and has recently returned with an all-new 7th season.

The initial licensing focus for Bulldog is on a strong adult nostalgia market keen to revisit an entertainment classic which has been viewed over 2.1 billion times on YouTube. Some of the early categories targeted will be apparel (daywear and nightwear), fashion accessories, tech products, health & beauty and stationery. The campaign will be further boosted with the brand’s introduction to a whole new generation of fans. A new season of the animated show has already begun airing internationally

with Gulli (France), and will soon be heading to Discovery Kids LATAM and across EMEA and the US with Warner Bros Discovery. An 8th season of the animated series has been confirmed, and a live action version is also in development with Amazon MGM Studios, Banijay Kids & Family, and Jessica Elbaum and Will Ferrell’s Gloria Sanchez Productions. Licensing industry interest is already strong, with the first deals expected to be announced soon.

Bulldog Licensing has also been appointed by leading children’s entertainment powerhouse Banijay Kids & Family as UK licensing agent for Mr Bean – the iconic comedy character, co-created by Rowan Atkinson and Richard Curtis, that has been wildly popular for nearly 35 years in both live action and animated formats (produced by Tiger Aspect Kids & Family).

Mr Bean tries to solve apparently minor problems presented by everyday tasks and often causes major, and hilarious, disruption in the process. The visual and often non-verbal comedy that drives the character has ensured there have been no language barriers to a success that has brought Mr Bean high awareness and enormous popularity in close to 200 countries.

Mr Bean also has a staggering online

presence that has attracted 19 billion lifetime views on YouTube and placed the property at the number one spot for TV and film brands on Facebook worldwide.

Bulldog Licensing will be building on Mr Bean’s existing licensing presence and pursuing new and expanded opportunities in kids’ and adults’ markets, focusing on both the iconic original series and the highly popular animated series. Already a hugely successful brand in retail, imagery from both live and animated formats will inform growth in the licensing campaign, targeting multiple categories including (to name only a few) homeware, stationery, t-shirts, toys, collectables, bags and greeting cards.

Recent signings for the iconic comedy character include Whitehouse Leisure/Posh Paws for plush aimed at both the retail and amusement sectors and Heathside Trading which will be developing collectables and gift lines.

Published by Usborne, That’s Not My… is the bestselling touchy-feely book series for babies and toddlers and a gifting favourite for newborns as their first book. Featuring bright pictures, with patches of different textures, the books are designed to develop sensory and language awareness. There is also a little white mouse for children to spot on every page.

The humour, bright colours and distinctive That’s Not My… illustrations have inspired a delightful, top-selling range of babywear/accessories, kidswear, apparel, footwear and luggage from some of the UK’s major names in licensed apparel. Other licensed products currently available include wall stickers, bags and a gift range. That’s Not My… is firmly established as an evergreen property that is a part of the childhood of millions of children and, after the recent launch at retail in the US, the fan base is still growing. Bulldog will be targeting a wide range of categories ranging from toys and apparel to nightwear and games for the US, while continuing to build on the already established UK licensing programme. It has also signed WB Brands as agent for the key Australia and New Zealand markets. n

Bulldog Licensing Group MD Rob Corney says: “We’re looking forward to highlighting both our established representations and some very exciting new brands that are already inspiring a strong industry buzz. All of the brands we represent highlight the strength and diversity of the Bulldog offering, a theme that will be key to the company’s message to its visitors at Europe’s biggest licensing show. See you on stand A190!”

There’s a lot more news at stand A190, including licensing deals for Popeye in his 95th birthday year, the ten year licensing success of hit TV darts-based quiz show Bullseye and new brand representations, including attitude, the definitive gay magazine.

By Simona Krasauskienė, CEO of the pioneering children’s brand, NJ World

NJ World develops two brands: Kakė Makė in Lithuania and Nelly Jelly globally.

DO WE KNOW WHAT OUR CHILDREN LIKE?

How to choose content that is fun and valuable for

Generation Alpha kids

The time children spend in front of screens is often considered one of the biggest challenges by many parents. Digital content is extremely popular among children, and without proper oversight, they might spend more time in the virtual world than in the real one.

However, with over 15 years of experience in working with children’s content and audiences, I would argue that a bigger challenge is to select and manage the content that children are already consuming in any case.

Beyond ensuring online safety, parents also face the question of how to provide content that is both entertaining and valuable. Do we truly understand our children? Do we know what kind of content meets their

Many parents compare their own childhood experiences, interests, values, and outlook with those of their children. However, it’s crucial to recognize that contemporary children live in different times, under different conditions, and parents should not criticize the digital content their children choose. Instead, they should help them find content that aligns with their children’s worldview and helps them grow and flourish.

So, what about the Alpha generation (born between 2010 and 2024) and the upcoming Beta generation (born from 2025)? How can we choose content that makes screen time both fun and valuable?

Alpha children naturally live in mixed reality, a trend accelerated by the pandemic. They are considered the most influential

generation ever, with their influence extending far beyond their families. A notable example is the protest held last year on the Roblox platform against Middle East tensions, which attracted over 275,000 participants! Additionally, in mid-August, Roblox fans organized another protest.Turkish children took to their country’s streets to show their dissatisfaction with the government’s decision to ban access to the gaming platform.

The interests of Alpha Generation children are not as childish as traditionally assumed. They care about ecology, equality, diversity, and entrepreneurship. It’s estimated that 30% of children aged 6-9 already have their own money, not from parental allowance but from content creation on digital platforms. A good example is Heman Bekele - the fifteen-year-old, born in Ethiopia, was named Child of the Year by this year’s Time magazine for his extraordinary achievements. He is developing a soap that one day could help prevent and treat various forms of skin cancer.

The pandemic left a mark on the Alpha Generation children’s values. They got to know the importance of emotional health very early on, making Generation Alpha children more open to addressing and discussing it.

Children, born from 2025 to 2039, will be considered the Beta generation, or Generation AI. It is predicted that this generation will have exceptionally good digital intuition. Growing up with artificial intelligence and digital ecosystems, these children will blur the boundaries between the digital and physical world, as they will live in the interactively experienced world.

Both Alpha and Beta generations are predicted to be deeply concerned with environmental issues and advocate for

sustainable practices. With advances in biotechnology, they are expected to be among the healthiest generations ever.

The win-win content. What should parents know?

Just like their parents and grandparents, Generation Alpha children are willing to communicate and want to be part of a community, and they are trying to form social bonds. However, opposite to previous generations, Generation Alpha does this in a virtual world.

According to “Kids Industries,” a creative company that specializes in family content market research, 76% of 6 to 14-year children in the world are thinking of themselves as fans of someone. Compared to 2022 year, this number grew by 13%. Being part of a fan club, means belonging to a community, which gives emotional safety to a child.

To foster this connection, content should be more than a one-time product. It should include a range of formats – animated films, books, toys, etc. – to create a strong bond between children and characters, allowing them to identify and feel a sense of belonging. Fans don’t just consume content, they live and breathe it, participating in fan activities and online communities.

For example, in Lithuania, the Nelly Jelly IP has published 120 children’s books since 2010, some of which

have become family heirlooms for certain people. Toys, clothes, songs, plays, musicals, a light park, and more, all inspired by the characters, bring together children and their parents, kindergarten friends, and neighbors into a specific social circle where childhood challenges are solved in ways known only to that circle – in a Nelly Jelly way.

The pandemic has highlighted the importance of physical and emotional health. Mindful content creators should inspire children to find their favorite activities and create characters that encourage hobbies away from screens.

Let’s take cooking, for example. This year, together with a well-known Lithuanian chef Alfas Ivanauskas and our licensing partner – publishing house Alma Littera – NJ World published an interactive recipe book with integrated QR codes. These codes link to video tutorials that show children how to prepare dishes, that children love. Among favorites, there’s a fruit paper, flower lemonade, spider nets from popcorn, and so on. The book encourages a family to spend time together, to develop creativity, also it redefines gender stereotypes by emphasizing that both men and women can be great chefs.

Despite cosmopolitanism, abundant choices, and diversity, content intended for children should be characterized by longevity and sustainability in terms of

values. This means not chasing trends or popularity but being authentic and grounded in time-tested values.

In her homeland, Nelly Jelly became a popular book character through which children learned to understand themselves and the world, discovering essential values in their own way, just by using their imagination.

For example, a story about runaway ears teaches the importance of building a kind relationship with one’s parents.The experience of six-year-old Nelly Jelly shows children that if you don’t pay attention when your parents are asking you something, your ears might just jump off and scatter around a big city. Borrowing ears from an elephant or a monkey isn’t much fun either. You’ll have to search for the runaway ears and eventually offer a sincere apology to your parents.

The habit of tidying up is encouraged by the character Mess Mess Gnome, who simply takes scattered toys to his house, and to get them back, one must climb to the Moon and overcome difficult challenges.

The content children spend a lot of time with – stories, characters, visuals – has a significant impact on how they feel, what they think about themselves, other people, and the world around them. Therefore, when creating the world of Nelly Jelly, we constantly consult with educators, psychologists, parents, and organize focus groups. When I attend a Nelly Jelly theater performance, I observe not only the action on stage, but the reactions of the young viewers and their parents.

When creating and curating content for children, the most important thing is to carefully consider how the child will interpret the information they receive and what they will learn from it. Essentially, in my view, content for children should be helpful, teaching them to tackle challenges, accept themselves and others, understand their own and others’ emotions, explore the world, inspire them, and offer hope that everything will turn out well in the end. n

Trailer still from the new NELLY JELLY series

Market Spotlight

SPAIN - THE FACTS

Population 47.2 million

0 - 14 years 13% (3.14m male and 3.01 female)

GDP per capita $46,400

Exports: $615.83 billion Key markets:

Imports: $550.57 billion

Internet users: 44.1 million (94% of population) LICENSOR/AGENT

Warner Bros Discovery Global Consumer Products Spain and Portugal report that the Looney Tunes Sports franchise presents interesting new products in the fashion and accessories category for those who love the iconic Looney Tunes and sports. These new products include Pull& Bear’s “Looney Tunes x The Olympic Collection” capsule collection.

Spanish fashion brand Pull&Bear, which is part of the Inditex Group, in collaboration with Warner Bros. Discovery, Global Consumer Products (WBDGCP) and the International Olympic

Committee (IOC), has launched this original collection that features the Olympic rings and the iconic Looney Tunes characters, bringing together

the sporting spirit of the Olympics with the charisma and fun of the Looney Tunes. The collection includes apparel and accessories for both boys and girls and was designed to inspire style and confidence, for fans to wear unique, high-energy garments that feature graphics representing the Olympic spirit and the slogan Faster, Higher, Stronger - Together.

The second big news has to do with Joma Sport, the most important Spanish sports brand with the highest sales volume in the world, present in over 134 countries For the Paris Olympic Games, Joma has launched a complete range of sportswear and footwear with the Looney Tunes, which was presented in June at the Warner Park in Madrid, in an event that gathered Spanish athletes, representatives of WBDGCP Iberia, the Spanish Olympic Committee (COE) and Joma Sport. The new collection includes more than 40 references for men, women and children, such as T-shirts, pants, sports shoes, caps, etc. In terms of food, the Looney Tunes

Sports franchise is also starring in a street campaign in Spain with Grupo Rodilla, one of Spain’s leading restaurant groups with over 200 establishments across the country. The campaign involves a major deployment of advertising media, with communication actions in 154 restaurants. Finally, Famosa will shortly launch a plush toys collection under the Looney Tunes Sports license, for the EMEA territory.

The Batwheels license is backed by leading companies in the Spanish market, such as toy company Famosa, which will launch its Batwheels plush toy collection for the whole EMEA territory in September. Educa, a benchmark brand in educational games and puzzles, is also developing 2D Batwheels puzzles for Spain and Portugal. In the food category, two Batwheelslicensed activations will take place in the fourth quarter of the year in the Foster’s and Carl Jr.’s restaurant chains. In terms of entertainment content, Batwheels, the cartoon series for preschoolers, continues to air daily on Boing in Spain, Cartoonito in Portugal and MAX in both countries. The series is backed by an audience that grows every month, consolidating it as one of the children’s favorite in Spain.

Harry Potter: The Exhibition returns to Madrid in October 2024. After visiting Barcelona, New York, Paris and many other cities, the great traveling exhibition returns to Madrid for all Harry Potter fans to enjoy a unique immersive experience and get lost in the magical adventures of their favorite character. The Harry Potter franchise continues to evolve and grow in

innovative ways to offer all fans new and exciting ways to engage, explore and discover magic by themselves.

The Harry Potter license has a strong

Caravanserai believe that licensing is not just about taking the top nº1 property and developing whatever product. This is easier to do it and does not require specialists.

But, as they explain, “Sometimes you see surprising news presenting a top company who has developed a new range of products based on an evergreen property and you say, wow! This is an amazing idea!!!!”

This is where you can find Caravanserai, joining forces between great classic brands that have always been around and great companies that want to do something different. Great Brands with Innovative Partners, this is the aim of Caravanserai. If a brand has been in the market for 60, 70 or 80 years and still

presence in the Spanish market, especially in the Back to School and Christmas campaigns, through marketing plans with PoS activations, promotional retail actions, online market presence in Amazon, as well as a social media presence and campaigns with influencers.

The Harry Potter franchise is also supported by leading local partners, such a Women´Secret, El Corte Inglés, Famosa, Grupo Cerdá, Safta, Karactermania, SD Toys and Grupo Erik, and many more, who launch product collections in different categories, thus bringing the magic of the brand to fans of all ages.

succeeds, this is because the property is not a spot business but an evergreen opportunity for smart companies. With more than 20 iberian licensees, the Little Prince celebrated his 80th anniversary last year and the char-

acter is more top of mind than ever. Not only thanks to his appearances at the recent Olympic Games in Paris or the multiple events and activities around the world but also thanks to the largest home collection available worldwide and created by ZaraHome or the upcoming pyjama collection by Womensecret to name a couple of the most recent deals.

Popeye is 90 years old and continues to be a fashion and sports icon in leading retail stores worldwide like Tendam or Inditex. Caravanserai has recently been able to join forces with Benfica, the most important Portuguese soccer club and one of the top 10 teams in the world, to help them to win Champion’s League!

Miffy will celebrate 75 years in 2025 and Caravanserai has news and new licensees on board including Safta, FundasBCN, Bershka, Andres Gallardo and of course Women Secret after more than 15 years of nonstop collaboration.

Peter Rabbit with some new partners to be announced soon Recently signed brands include Swedish character Pippi Langstrum, the Lithuanian bestseller book Nelly Jelly, the french icons Sophie La Giraffe and Moulin Rouge. And, of course, last but not least one of the top 150 licensors with a universal lifestyle brand with hundreds of licensees - Emoji, the iconic brand!

WildBrain CPLG marks 2024 with significant anniversaries as it reinforces its growing global footprint and unrivalled local expertise. With the recent expansion into China and APAC and the launch of its dedicated LBE business, WildBrain CPLG now has 23 offices serving over 100 territories worldwide including Spain and Portugal.

store food promotion with Pescanova across Europe, eyewear from Optim, books and figures from Planeta DeAgostini and further expansion planned for publishing, party items and more. WildBrain CPLG has recently expanded its relationship with Supercell to represent global licensing rights (excluding China) for Brawl Stars, a mobile game with over $2 billion in lifetime revenue. The global consumer products programme will explore opportunities across toys, apparel, publishing, gifting, collectibles, consumables and housewares. WildBrain CPLG already represents Supercell’s smash-hit gaming franchise The World of Clash, inclusive of mobile games Clash of Clans and Clash Royale, which have together racked up over 4 billion in downloads. Sanrio’s Hello Kitty celebrates her

sic brands, Caravanserai

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Celebrating 50 years of licensing expertise, WildBrain CPLG continues to build innovative consumer products programmes across entertainment, corporate, lifestyle and sport across its slate of globally recognised brands. WildBrain’s Strawberry Shortcake is celebrating her 45th anniversary year and there’s resurging popularity for classic Strawberry and her adorable bonnet and bloomers. With an enduring legacy and appeal across generations, Lefties launched an apparel line in 2023, with more fashion partnerships with the Inditex Group in the pipeline.

With a new series, Camp Snoopy, launched on Apple TV+ and a feature film in development, Peanuts is more popular than ever, reaching a new generation of fans as it heads towards its 75th anniversary in 2025. In Spain, the team is driving global fashion partnerships across the Inditex Group including Zara, Pull&Bear, Lefties and Stradivarius; Tendam Group including Women’Secret & Springfield, Mango, Sprinter, Brava Fabrics, Besocks and more to come.

WildBrain CPLG’s global partnerships with third party brands includes Playmobil, also celebrating its 50th anniversary in 2024, with a licensing program that explores new categories for both adults and kids. In Spain, fashion leads the way with apparel lines from Brava Fabrics and Zara, as well as an in-

50th anniversary in 2024. For nearly five decades, Hello Kitty has inspired generations, and her message of friendship, kindness, and inclusivity transcends cultures and continues to resonate with fans of all ages. An extensive line-up of licensing collaborations celebrate the anniversary with WildBrain CPLG securing exclusive collections with Bershka, Pull & Bear, Zara, Lefties, El Corte Inglés, Play by Play and a cobranding with Mr Wonderful.

In further entertainment brands, WildBrain CPLG has also expanded its partnership with Spin Master to represent licensing rights for fantasyadventure children’s franchise Unicorn Academy in Iberia, Nordics, Italy and Benelux. Unicorn Academy is a new

Netflix animated series available in over 190 territories and 30 languages. WildBrain CPLG’s programme targets apparel and accessories, home décor, health and beauty, back-to-school paper products and limited publishing categories as well as LBE.

The Smurfs brand-new CG-animated TV series is airing on Clan TV, with an exciting feature film slated to premiere in early 2025. The brand’s master licensee, Giochi Preziosi, has launched plush, playsets and figurines in Spain, while the wider licensing program continues to grow with partners including Safta for back-to-school, Toimsa for peripheral toys, and an apparel range with Inditex Group for outwear, sleepwear and accessories in Lefties. SEGA’s Sonic the Hedgehog continues to drive incredible momentum with the recent launch of Knuckles, the latest in the Cinematic World of Sonic the Hedgehog from Paramount Pictures and SEGA of America, as well as Sonic the Hedgehog 3 from Paramount Pictures and SEGA slated for release on 20 December 2024. Partners in Spain include Jakks Pacific, Play by Play, Karactermania, Golden Toys, Grupo Erik, Artesania Cerda, Creaciones Jugavi, Stor, Angel Europa, Claudio Reig, Optim, Lorenay, Comic Studio, Funiglobal, Kstationery, Mango & Inditex Group.

Following the global success of the first series of MGM’s Wednesday and with a second season approaching, WildBrain CPLG continues to drive an extensive consumer products programme for the hit show. In Spain, partners include Play by Play, Karactermania, Grupo Erik, Artesanía Cerda, Funiglobal, Airval, Suncity and Indi-

tex group including Zara, Pull & Bear, Stradivarius, Lefties & Tempe.

MGM’s beloved Pink Panther celebrates 60 years as a cultural icon and continues to delight fans of all ages with exciting consumer products around the globe. The animated Pink Panther’s popularity endures across content including a TV series, specials and YouTube, comics, events, promotions and merchandise. Turning the Spanish market pink are partners including Bimbo Donuts, Funiglobal, Inditex and Tendam, and more.

Edebé Licensing is the Iberian licensing agent for Shepperton Design Studio’s Original Stormtrooper. Inspired by the original Stormtrooper costume created by Andrew Ainsworth of Shepperton Design Studios in 1976, the Original Stormtrooper licensing program is managed globally (excluding the USA) by Golden Goose and includes more than 50 licensees, covering product categories such as housewares, gifts, fashion and apparel, stationery, food and beverages, collectibles and toys.

Based on the concept of the Stormtrooper in a more comic and lighthearted version, the Original Stormtrooper style guide contains a wide variety of graphic resources, images and icons that highlight the ironic and comic style of this Property. Several licensing agreements have already been signed in Iberia including Minx (figurines), Dolci Ibérica (Easter eggs, confectionery and advent calendars) or Mom Fun Company (costumes), among others.

This is the latest addition to Edebé’s catalog and they have already closed a licensing agreement in intimate apparel with a major fast fashion retailer that will launch the collection in spring 2025.

On a different note, Edebé have developed several product collections including fashion and accessories, accessories, footwear, travel for the Dakar license.

The most recent licensing agreement has been with Optim Group for the development of an eyewear collection to be launched internationally in September.

Catalina Estrada’s premium art licensing is unstoppable and new product collections are continuously being launched in different territories such as Australia, France, Spain, etc. The brand will also be appearing in India shortly where Whiteflock has been appointed new sub-licensing agent in the territory.

Edebé are also highlighting the growth of the Paddington licensing program in Iberia where different fast fashion collections have already been launched at retailers including Zara Man, Zara Kids and Women’s Secret.

A number of new collections will be launched into the market to coincide with the release of the upcoming movie, Paddington in Peru.

Finally, Edebé report that Santoro continues to be a stable license, with the iconic Gorjuss still very present in the market and consolidating itself as a classic property with licensees including Innova, Planeta De Agostini, Blue Ocean Gorjuss magazine, among others. Also noteworthy is the recent launch of BangoBerry.

Art Ask Agency is an internationally established licensing agency based in Barcelona, Spain, offering a full service to licensees and brand owners around the world.The company currently represents some of the trendiest lifestyle brands across Europe and the UK. Starting with the youngest (and not so young), get ready to discover the 2024-2025 back-to-school diary from Grupo Erik and the Finnish brand, Moomin, which is gradually entering southern territories. With the same love that they put into the rest of their products, Grupo Erik has developed a diary that will mark the beginning of a collection, just in time for the 80th anniversary of the Moomins in 2025. And this is only the beginning! A collection of close to 30 SKU’s is yet to come. Grupo Erik is not only part of the

Moomin license. For the past 6 years, Frida Kahlo has been part of the permanent back to school collection within Grupo Erik’s catalog. The Frida stationery collections are especially designed by and for women, From notebooks and planners to toothbrushes and even dolls for the youngest collectors and fans, Frida’s success in Iberia doesn’t end with the successful and ongoing collaboration with Grupo Erik. it also extends to international distribution by Pierre Fabre, who are also present in Spain and Portugal.

A collection of their Inava toothbrushes will brighten up the shelves of pharmacies across Europe. And for little ones... the famous Nancy collector dolls are finally arriving, through Giochi Preziosi’s Famosa line. But that’s

not all. Play by Play is also joining the adventure and has developed a plush toy to inspire young girls.

At Art Ask Agency they are eager to continue promoting the great values that shaped Frida throughout her life, bringing them to girls so they can learn about the strength of the artist and feel inspired by one of the most significant female figures of the 20th century Art Ask are also continuing with TVBOY and his striking artistic works, as always making spontaneous appearances at the most appropriate moments.

This time he has left us several impressions of the success at the Euros 2024, where Lamine and Nico have not gone unnoticed. As with the rest of his works, the murals are loaded with messages and values such as respect, tolerance and companionship, among others. The murals, located on some of the hidden walls of the city of Barcelona, have been the focus of several photographs taken by fans of the Spanish national team, who woke up to a pleasant surprise and a tribute to the future generations of Spanish football. Staying with values, Frida Kahlo and her empowering legacy keeps pushing and shining not only in Spain and Portugal, but worldwide. A great example is a beautifully crafted T-shirt by one of Inditex’ giants, Stradivarius.

This is the first T-shirt launched by the retail giant Stradivarius, inspired by the great Mexican artist and figure Frida Kahlo, with a colourful and handmade touch inspired by the symbolic flowers that characterize Frida’s famous floral tiara.

Frida is not the only one who has managed to sneak into the famous Stradivarius shop windows. Full of colour and humour, Pets Rock enters with not one, but two designs, making its big debut in the Inditex group. Last but not least, Anne Stokes has renewed her successful collaboration with Spanish giant Heraclio Fournier and Cartamundi, for a a range of tarot deck cards.

For the fifth consecutive time, adding up to a total of 10 years collaboration, the Tarot deck, specially created by Anne Stokes for Heraclio Fournier, has been renewed once again. n

LICENSEE SPOTLIGHT

Stor is a Spanish company with over 55 years of experience, dedicated to the design, manufacturing, and distribution of licensed home products. Since they were founded in 1969, they have expanded our presence to more than 85 countries worldwide.

The company specializes in the production of plastic-injected goods, with manufacturing facilities in both Spain and China. They continually invest in new tools and designs to offer an ex-

Within each license, they manage four product categories: Kids, which includes tableware, ceramics, and storage solutions; Young Adult, focused on tableware and gifts; Baby/Toddler, specializing in childcare products; and Home, which encompasses tableware, ceramics, storage, baking, and Christmas items.

Their commercial strategy in Spain and Portugal enables them to achieve significant market coverage in both countries, ensuring that their product categories reach the leading distributors and a wide variety of retailers.

tensive catalog that covers all market segments, tailored to different price levels according to the characteristics of their products.

Their headquarters are located in Madrid, from where they design and develop the products that they distribute to all territories. Near Madrid, they operate a logistics center with the capacity to serve all of Europe, including e-commerce operations, where they maintain a stock exceeding 2.000 sku’s. These sku’s are exclusively created by their design department and feature licenses such as Disney, Warner, Universal, Hasbro, Nintendo, Pokémon, and Paramount, among others.

audience, offering a seamless, accessible shopping experience tailored to the needs of modern consumers. By combining traditional and digital channels, they consolidate their position as an industry leader, continuously adapting to new market trends while maintaining their commitment to innovation and quality.

On the licensee side, for more than 30 years Euro Prosem in Spain has been a manufacturer of full package apparel for national and international retailers including Zara, Pull&Bear, Stradivarius, Mango, El Corte Ingles, Tendam, Purification Garcia, Urban Outfitters and more.

The company specialises in licensed prodeucts for women, men, teens, kids and babies, together with accessories. Over the years, they have worked with MGM, Kodak, Harvard University, Merch Traffic, Sony Music, McDonalds and more.

Latest collections include Starter and Robert Indiana and Kodak for Stradivarius, Romanian Gymnast Nadia Comandeci for Zara and The Met for Pull&Bear. n

Thanks to this robust distribution network, their products are present in over 85% of retail points, ensuring broad accessibility for consumers. Among their most prominent clients are some of the most important international chains, such as Inditex, Carrefour, Auchan, El Corte Inglés, and Lidl or Aldi, further reinforcing their market position.

At the same time, they have strengthened their presence in e-commerce by implementing a comprehensive strategy that includes renowned platforms like Amazon, as well as their own ecommerce channel. This digital expansion allows them to reach a broader

By Philippe Guinaudeau, BrandTrends philippe.guinaudeau@

brandtrends.ai.

BRANDTRENDS GROUP

The BrandTrends Group is a unique, multi-country provider of marketing research, focusing on brand, lifestyle, consumer behavioral and attitudinal trends, with a particular focus on children, youth, and families. Their experienced researchers and analysts are renowned in the industry for their expertise in monitoring brand performances, consumer attitudes and behaviors across up to 53 markets annually, making them a reliable and respected authority in the field. One of their most interesting value points is their ability to look at facts from a different perspective, providing a unique reading of the true trends in the market. Their proprietary analytics, such as the Brand Popularity Index and Consumer Demand Gap, coupled with highquality and accurate data enable clients to identify the best opportunities in retail activation, competitive environments, and brand line equity and design. As a respected and trusted leader in their field, they work with renowned global companies across a variety of industries, including consumer package goods corporations, entertainment studios, retailers, and industry bodies. To learn more, visit www. brandtrends.ai.

NAVIGATING THE LICENSING MARKET IN SPAIN: A dynamic landscape of brands and consumer connections

Insights on brand resurgence, consumer preferences, and market opportunities

In the ever-evolving Spanish licensing market, where BrandTrends Group has just released its most recent results, brands must continuously innovate to capture the attention of a diverse and brand-savvy audience, turning challenges into opportunities for growth and connection. Imagine walking through a bustling market in Madrid, where every stall is a world of entertainment, filled with characters and stories that have become part of the daily lives of Spanish consumers. What might surprise you is that the average Spanish consumer, spanning ages 0 to 65, can recognize about 344 different entertainment brands as of April 2024. That’s an 8% increase from the previous year—a testament to the dynamic and ever-evolving nature of the Spanish licensing market.

A market of endless possibilities

Spain’s licensing market is nothing short of vibrant. It’s a landscape where novelty meets nostalgia, and where every brand fights to capture the attention of a diverse and brand-savvy population. From Marvel superheroes to the world of Harry Potter, Spanish consumers are not just passive viewers—they are active participants in a vast entertainment ecosystem. The breadth of brand recognition across different age groups—each recognizing around 100 brands—illustrates the deep connection that entertainment brands have with Spanish audiences. This overlap across age groups suggests that some brands have mastered the art of appealing to multiple generations. Whether it’s a toddler giggling at the antics of animated characters or a teenager diving into the latest superhero saga, these brands have successfully woven themselves into the cultural fabric of Spain.

The art of branding in a saturated market

With 344 distinct brands vying for at-

tention, the Spanish market is undeniably saturated. But rather than seeing this as a challenge, savvy marketers view it as an opportunity. The key to thriving in this environment lies in understanding and leveraging the unique preferences of each demographic. For example, the selective brand exposure within each age group highlights the importance of targeted marketing. Brands that tailor their content to specific age groups not only capture the attention of their intended audience but also create lasting impressions that carry forward as these consumers grow older. This targeted approach is crucial in a market where consumers are bombarded with choices, making it essential for brands to stand out by being relevant .

Fragmentation and inclusivity: A market of many faces

The Spanish market’s fragmentation is another intriguing aspect. It’s not dominated by a handful of giants, but rather, it’s a playground for a multitude of brands, each carving out its niche. This fragmentation, represented by the similar sizes of numerous brands, indicates a competitive environment where no single brand can rest on its laurels. Interestingly, the Spanish market is also highly inclusive, with many brands appealing to both genders. Approximately 45% of all brands are recognized by both males and females, a sign of cross-gender appeal that speaks to the universal nature of certain stories and characters. Yet, there are still brands that resonate more strongly with specific genders, highlighting the nuanced strategies brands must adopt to cater to diverse audiences.

Marvel: The giant with a slightly smaller footprint

Marvel, the giant of the entertainment world, continues to reign supreme in Spain, holding the top spot in brand recognition across the years. However,

its dominance has seen a slight decline, dropping from 25.7% in 2022 to 23.2% in 2024. This decrease, while modest, signals a shift in the market—a sign that even the most powerful brands must continuously innovate to maintain their edge. This slight dip could be attributed to market saturation or the rise of formidable competitors like Harry Potter, which has seen a resurgence in popularity. The wizarding world’s brand recognition has grown from 5.4% in 2022 to 7.3% in 2024, thanks to new media releases and strategic marketing campaigns that have rekindled the magic for a new generation of fans.

The Resurgence of classics: Harry Potter, The Lord of the Rings, and Barbie

In the ever-changing landscape of entertainment, some brands find new life years after their initial debut. Harry Potter’s resurgence is a prime example, as is the impressive growth of The Lord of the Rings, which has risen from 0.5% in 2022 to 3.7% in 2024. This growth can be linked to renewed interest fueled by new adaptations and content, proving that timeless stories, when reimagined for modern audiences, can once again capture the public’s imagination.

Barbie is another fascinating case. With a growth spurt of 153.33% from 2022 to 2023, the iconic doll has managed to stay relevant by evolving with cultural trends and aligning with modern values. The enduring appeal of Barbie, combined with strategic marketing and new film releases, has solidified its place in the hearts of Spanish consumers.

The Challenges of decline: Star Wars and The Simpsons

Not all brands have managed to maintain their stronghold. Star Wars, once a powerhouse in the entertainment market, has seen a steady decline from 8.8% in 2022 to 6.2% in 2024. This

decline could be due to shifting audience preferences or a perceived lack of fresh, impactful content. Similarly, The Simpsons, after a period of growth, has seen a sharp drop from 6.3% in 2023 to 4.0% in 2024. These trends highlight the challenges older brands face in staying relevant in a fast-paced market.

Local heroes: The rise of Spanish content

While international brands dominate the landscape, local content is gaining traction. “La que se avecina,” a popular Spanish TV show, has seen significant growth, increasing from 0.7% in 2022 to 3.0% in 2023.

This rise underscores the growing importance of local content in the Spanish market, as consumers increasingly seek out entertainment that reflects their own culture and experiences. This trend is a reminder that while global brands have their place, there is an enduring appetite for content that resonates on a local level. Brands that can tap into this sentiment are likely to see continued success in the Spanish market.

The Rollercoaster of popularity: La Liga and HBO

Finally, the volatile growth patterns of brands like La Liga and HBO serve as a reminder of the unpredictable nature of the entertainment industry. La Liga’s meteoric rise by 1266.67% from 2022 to 2023, followed by a significant drop the next year, illustrates how quickly fortunes can change in this market. Similarly, HBO’s growth, likely driven by major releases, highlights the importance of timely and relevant content in driving brand recognition.

In conclusion: Spain is a market of many opportunities

The Spanish licensing market is a dynamic, multifaceted landscape where brands must continuously evolve to capture and maintain consumer interest. Whether through targeting specific demographics, embracing inclusivity, or tapping into local cultural trends, there are countless opportunities for brands to thrive. For marketing professionals, the key takeaway is clear: success in Spain’s licensing market requires a deep understanding of the local consumer, a willingness to adapt,

and a commitment to innovation. By staying attuned to the ever-changing preferences of Spanish audiences, brands can continue to build strong, lasting connections that transcend generations. n

Mention Reach April April 2023 2024 (Spontaneous Answers) Top 15 Most Favorite Entertainment Brands in Spain - 0 - 65 years old

Source: BrandTrends Entertainment, April 24

By Amer Bitar CEO & Founder Markettcom Licensing Agency

Amer Bitar is a licensing and cultural expert who specializes in the Middle Eastern market. Amer founded and manages Markettcom, a boutique licensing agency that supports brands looking to expand their business in the MEA region.

amer.bitar@ markettcom.com

www.markettcom.com

The power of localization in Middle Eastern licensing strategies

The Middle East is becoming an increasingly attractive market for global brands looking to expand beyond their traditional markets. With a population of over 400 million and a growing consumer base that has increasing purchasing power, the region provides numerous opportunities. However, success in the Middle East requires more than simply introducing existing products to the market. Often overlooked by companies accustomed to a one-size-fits-all strategy, brands must deeply understand the diverse cultures, languages, and regulatory landscapes that define this region to truly succeed.

Localization is the essential link between global aspirations and local realities. It entails the customization of business strategies, marketing materials, and products to accommodate the unique requirements of various regions. Localization guarantees that a brand’s products are in harmony with the cultural, linguistic, and regulatory preferences of Middle Eastern consumers during the licensing process.

Understanding the Middle Eastern market

Given its economic, linguistic, and cultural diversity, the Middle Eastern market presents a challenging but rewarding opportunity for global businesses. This diversity is the result of a unique blend of traditional values and contemporary influences, with significant differences across countries. Understanding cultural differences is critical for any brand’s success in the Middle East.

For example, the consumer behavior in Saudi Arabia, a market that is currently experiencing rapid cultural transformations, is significantly different from that in the UAE, where a cosmopolitan lifestyle is more prevalent, primarily as a result of the substantial expatriate population. Although Arabic is the primary language in most of the region, other languages, such as English, French, Turkish, and Farsi, also play significant roles, adding layers of complexity to effective communication. Furthermore, the Middle East is home to a youthful, tech-savvy popula-

tion that is becoming more connected online, which makes digital channels an essential tool for engaging with consumers.

Despite this, the region poses challenges, particularly in terms of regulatory compliance and market entry barriers. Each country’s laws and regulations are often complex and rigorous, particularly those governing content, advertising, and product standards. Furthermore, geopolitical dynamics and economic disparities between nations add another layer of complexity. To develop licensing strategies that resonate with Middle Eastern consumers and successfully navigate the region’s unique market landscape, brands must have a thorough understanding of these factors, as well as a commitment to cultural sensitivity and adaptability.

Cultural and linguistic localization in Middle Eastern licensing

Cultural adaptation is the core of successful licensing strategies in the Middle East. Given the region’s di-

verse cultural, linguistic, and regulatory landscape, global brands must go beyond simple translation and engage in a deeper process of cultural and linguistic alignment. This means tailoring products, marketing materials, and brand messaging to reflect the values and expectations of local consumers. Linguistic localization is just as important. While Arabic is the dominant language across much of the Middle East, dialects and linguistic preferences can vary significantly between countries. Adapting brand messaging and product descriptions to suit local audiences not only ensures understanding but also shows cultural respect.Working with native speakers is crucial to achieving accuracy and relevance in translations, helping to avoid potential missteps that could alienate consumers.

Furthermore, regulatory considerations are a critical part of the localization process. The Middle East is known for its strict regulatory frameworks, particularly regarding content, advertising, and product standards.

Each country has its own set of laws, and navigating these requires a deep understanding of local regulations to ensure compliance. Brands must be aware of regional censorship laws and other legal challenges that could impact their licensing strategies.

By addressing these cultural, linguistic, and regulatory factors, brands can craft licensing strategies that not only meet local standards but also deeply resonate with Middle Eastern consumers, driving long-term success in the region.

Tips for Effective Localization Strategy in the Middle East

Plan Your Strategy: Clearly define your approach to the region and decide which countries you want to focus on.

1. Conduct Cultural Research: Dive deep into Middle Eastern culture and the specific cultures of each target country. Focus on values, traditions, and customs to guide your content and avoid alienating your audience.

2. Collaborate with Local Experts:

Work with cultural consultants, licensing agents, and native speakers who have in-depth regional knowledge. Their insights are invaluable for ensuring your content resonates authentically with your audience.

3. Compliance with Regulations: Understand the regional and national laws, including advertising regulations, to ensure your content is both culturally appropriate and legally compliant.

4. Maintain visual consistency: maintain a consistent identity that appeals to the Middle Eastern audience by using colors, fonts, and layouts that resonate with the culture while staying true to your brand’s core aesthetics.

5. Select images that resonate with the local audience taste, ensuring they align with regional values, and avoid visuals that could unintentionally reinforce stereotypes or conflict with cultural norms.

6. Design Adaptability: Modify your design layouts to account for changes in text direction and the extra space required for translating into Arabic, a language that reads from right to left.

7. Design Preferences: Incorporate regional design preferences into your content, such as local art and calligra-

phy, and collaborate with local artists to ensure your visuals captivate and engage effectively with the local audience.

8. Local Influencers: Partner with local influencers and thought leaders who have strong connections with their communities. Their endorsements can greatly increase your brand’s credibility and reach in the region.

9. Distribution Channels: Work with local distributors and retailers who understand the market and have established networks. This can help you reach consumers more effectively and navigate any logistical challenges.

In conclusion, the Middle Eastern market presents an immense opportunity for global brands; however, this potential necessitates a more comprehensive approach than a superficial strategy.

Brands can establish meaningful connections with local consumers by establishing effective localization strategies and gaining a profound understanding of the region’s cultural, linguistic, and regulatory landscape. The effectiveness of localization stems from its ability to blend global goals with local circumstances, ensuring your brand not only enters but also expands in the market. n

Shooting Stars Pioneering Licensing Innovation in the Middle East

In Dubai, where innovation meets ambition, Shooting Stars stands as a beacon of excellence in the licensing industry.

This premier licensing agency, with a history deeply rooted in entertainment, continues to reshape the commercial landscape of the Middle East.

With a unique blend of creativity, strategic precision, and a profound understanding of the region’s cultural fabric, Shooting Stars has carved out a distinct niche for itself in the highly competitive licensing arena.

Core Values and Unique Business Proposition

Shooting Stars is driven by a set of core values that define its operations and success: creativity, innovation, enthusiasm, trust, humility, and structured focus. These values are not just corporate buzzwords but are deeply embedded in the agency’s DNA, guiding every decision and action. This commitment to core values has allowed Shooting Stars to gather and nurture a diverse pool of dedicated talent, united in their mission to deliver unparalleled licensing solutions. At the heart of Shooting Stars’ success is its pioneering “Growth Consultancy” approach. This business

methodology, designed to set new benchmarks in the licensing domain, seamlessly blends creativity, innovation, and strategic precision. By providing comprehensive growth solutions, Shooting Stars positions itself as a one-stop solution provider, creating significant value for licensees and retail partners alike.

Enhancing Creative Capacity

In 2024, Shooting Stars is set to elevate its creative capacity by enhancing its in-house design team. This strategic move will increase the agency’s ability to deliver bespoke, innovative designs, ensuring that the brands under its management continue to resonate deeply with consumers. The in-house design team will enable Shooting Stars to offer more tailored and creative product offerings, strengthening the emotional connection between iconic brands and their audiences.

Expanding Portfolio and Strategic Focus

Shooting Stars’ portfolio now includes the Warner Bros. Discovery brands, Sanrio brands (including the beloved Hello Kitty), and the Smurfs. This expansion underscores the agency’s commitment to bringing cherished characters to life and fostering

emotional bonds with consumers across the Middle East. The addition of these globally recognized brands highlights Shooting Stars’ ability to adapt and thrive in an ever-evolving market.

Looking ahead, the agency’s strategic focus for the next three years will be on fan-based events and immersive retail experiences. This forwardthinking approach aims to bring licensing even closer to consumers and fans, creating memorable and engaging experiences that transcend traditional retail. By prioritizing fan engagement and interactive experiences, Shooting Stars is set to redefine the role of licensing in the modern era.

Best Practices and Leadership

Under the visionary leadership of Roy Chacra and Michel Harrouk, Shooting Stars continues to drive growth and provide exceptional creative and commercial support to all stakeholders. Their combined expertise and unwavering dedication have been instrumental in the agency’s rise to prominence. The team’s laser focus on delivering top-tier products and activations positions Shooting Stars as not merely curators of merchandise but as architects of emotion. n

Roy Chacra

Michel Harrouk

The Maizen Million Creating Lasting Memories

Maizen, a creative and fun-loving multimedia brand, is excited to announce its expansion into the global merchandising market.

At Maizen, the mission is to provide opportunities to create long-lasting, joyous memories. As a multi-media entertainment brand led by Laser FZCO, the company is dedicated to telling compelling stories. Primarily told through the medium of the popular video games like Minecraft and Roblox, stories are crafted to entertain, inspire creative problem-solving, and promote critical thinking.

The stories revolve around a playful and colorful cast of characters, including the smart and careful rabbit JJ, the naive and playful cake-loving turtle Mikey, the sweet and resourceful kitten Carrie, and last but not least, the loyal and selfless friend Banana Kid, as they find themselves breaking out of tricky situation with resourcefulness and creative thought. In this way, the characters are able to overcome the challenges they face in humorous ways with funny, novel and original ideas and problem solving. Every adventure in life is different from the last, each with their own adversities to overcome and struggles they must face, but also each struggle offers a chance for personal growth and creative solutions with a little bit of out-of-the-box thinking. The lovable group of characters has been developed over time, through their stories and adventures, delving deeper into who they are, their strengths and weaknesses, and what is most important to them.

Over the past several years, Laser FZCO has worked diligently to build up a large and dedicated following, primarily through YouTube, where they have grown a community of over 14 million. Their presence also extends to social media platforms such as Instagram, TikTok, and X. This connection with a growing fanbase is a testament to the company’s hard work, passion,

and continuous pursuit of what would make people laugh.

The licensing campaign has been ongoing in Japan for the past five years. Over these years, they have led several successful product launches across several categories, during which they have been fortunate to see great interest in the brand.They place a strong focus on brand diversity to increase brand awareness overall and reach new potential fans. They have released a diverse range of products, including plush toys, picture books, educational books on programming, comic books, calendars, key chains, clothing, fashion accessories, school supplies, snacks, and sundries. These items are available in select physical stores, through online retailers such as Amazon, and via their own webstore.

They have also been fortunate to have had several wonderful collaborations over the years, each of which has provided an excellent opportunity to reach out to new fans and pro vide existing fans with a fun opportunity to show their support!

They are always looking for new opportunities for Maizen to collaborate with unique and exciting companies!

Now, the company is thrilled to announce the release of their first world wide wave of merchan dise! For the first time, fans from across the globe can express their love for JJ and Mikey with official Maizen apparel and plush toys! In collaboration with Juniper, tshirts and plush toys of JJ and Mikey were made available for purchase online on August 23rd.

The plush toys are made with durable material, perfect for both play and display! JJ and Mikey can be purchased individually, or together at a discount. T-shirts are available in many children’s sizes.

All products were made available for a three-week pre-order period at their online storefront Maizen.shop. n

Hello Kitty

Growing Licensing Activity in Turkey

World Space Licensing, a leading licensing agency in Turkey, has announced the grand opening of an immersive Hello Kitty-themed corner at Akasya Shopping Mall.This experience, featuring over six interactive zones, invites visitors of all ages to step into the magical world of Hello Kitty.

As part of the character’s 50th anniversary celebration, the Hello Kittythemed corner will be a six-month destination for fans. In addition to exploring the themed areas, visitors can create unforgettable memories with meet-and-greet opportunities featuring Sanrio’s mascots.

In recent years, there has been a surge in popularity of Hello Kitty within Turkey. Recognizing this opportunity, World Space Licensing has successfully reintroduced Hello Kitty to the Turkish market through innovative marketing campaigns and strategic partnerships, generating immense excitement and anticipation among fans of all ages.

Building on the success of Turkey’s first Hello Kitty pop-up store, which offered a wide range of merchandise, World Space Licensing is excited to explore the potential for a dedicated Hello Kitty café and a comprehensive Sanrio store. These ventures aim to further satisfy the growing demand for Hello Kitty and Sanrio products in Turkey.

By bringing Hello Kitty to life through immersive experiences and a diverse

range of products, World Space Licensing is committed to creating lasting memories for fans of all ages.

On a different note, in a landmark collaboration, Turkey’s leading fashion brand, Penti, and World Space Licensing have come together to celebrate the 50th anniversary of Hello Kitty, through the launch of a new collection aimed at captivating Gen Z. To honor this milestone, World Space Licensing has successfully brokered a partnership between Penti and Sanrio, resulting in a collection that brings the magic of Hello Kitty and her friends to life in a whole new way. The “Penti Loves Hello Kitty & Friends” collection was launched with the help of Turkey’s most-followed female YouTuber, Meryem Can, a key figure for engaging Gen Z. Her involvement ensures that the collection resonates with young people, blending nostalgia with contemporary style to create a fresh, playful look. Featuring oversized, comfortable designs that reflect the latest seasonal trends, the collection offers some-

thing for everyone, from activewear and loungewear to underwear.

World Space Licensing’s role in this collaboration has been pivotal. By forging strategic partnerships with both new and established licensees, WSL has ensured that Hello Kitty’s 50th anniversary is celebrated in style across Turkey. The “Penti Loves Hello Kitty & Friends” collection is just the beginning. WSL’s efforts have also expanded the availability of Hello Kittybranded merchandise across Turkey’s most renowned retailers, including LC Waikiki, Trendyol, Civil, and DeFacto. This widespread distribution, both in physical stores and online platforms, has been instrumental in reestablishing Hello Kitty as an icon in the Turkish market.

WSL’s commitment to innovation and brand growth doesn’t stop there. Plans are underway to develop dedicated Sanrio stores and even a Hello Kitty Café, further embedding the brand into Turkish culture. These initiatives will not only celebrate Hello Kitty’s legacy but also introduce new generations to her timeless appeal. n

Spacetoon Group Celebrates 40 Years of Anime Excellence in the MENA

The Company Unveils Strategic Expansion in New Market and Future Plans

Spacetoon Group, the international media and entertainment group, is marking a groundbreaking 40-year journey of reshaping the anime landscape across the MENA region. Recently, Spacetoon celebrated this significant milestone with an exclusive event in Dubai, gathering over 200 distinguished guests, including top executives from Japanese studios, regional media and entertainment agencies, and industry leaders. The event honored Spacetoon’s legacy of bringing the captivating world of anime to the MENA region and underscored its ongoing commitment to cultural exchange and innovation.

From its inception, Spacetoon Group has revolutionized the entertainment industry by introducing MENA audiences to the mesmerizing world of Japanese animation. With iconic titles like Grendizer, Captain Tsubasa, Detective Conan, and Dragon Ball, Spacetoon has masterfully blended cultural authenticity with local sensibilities, creating a new narrative that appeals to diverse audiences.

The launch of Spacetoon TV in 2000 marked a revolutionary shift in the region’s entertainment landscape. As the first 24/7 anime and children’s channel, it captivated an entire generation, quickly becoming the gold standard for anime content in the region. “Our vision was to create a bridge between cultures, and the response from our audience surpassed our wildest dreams,” said Fayez Al-Sabbagh, CEO of Spacetoon Group. “We didn’t just broadcast stories; we adapted it to connect deeply with our audience.”

Today, Spacetoon Group stands as a titan in the industry, boasting the largest library of dubbed anime in the MENA region, with over 30,000 episodes spanning hundreds of beloved titles. But Spacetoon is not content to

rest on its laurels.The company has already been expanding beyond animation into licensing, merchandising and live events. Currently, Spacetoon represents tens of anime titles for licensing and merchandising (L&M) opportunities, bringing beloved characters and stories into everyday life for fans across the region.

Building on its unparalleled success in the MENA region, Spacetoon Group is set to make a powerful entry into the Turkish market with the launch of Spacetoon Türkiye. This new channel will deliver carefully curated content that speaks directly to Turkish youth, blending the best of Japanese anime with cultural elements that resonate locally. Spacetoon Türkiye aims to bring the richness of Japanese culture to Türkiye while adapting it to meet the unique needs and preferences of Turkish audiences.

The event also celebrated the recordbreaking success of Spacetoon’s latest box office sensation, Detective Conan: The One Million Pentagram. The 27th installment of the legendary Detective Conan franchise shattered records across the MENA region, particularly in Saudi Arabia, where it became the highest-grossing film in the franchise’s history. This achievement underscores Spacetoon’s unmatched ability to deliver content that not only entertains

Fayez Al-Sabbagh CEO and Founder Spacetoon

As Spacetoon Group continues to expand its global footprint, it remains dedicated to crafting exceptional content that resonates across cultures and generations.

With a deep understanding of cultural dynamics and an innovative approach to content creation, Spacetoon is poised to explore new opportunities,

connect with audiences on a deeper level, and set new standards in global entertainment.

Whether through expanding its successful L&M ventures or exploring new territories like Türkiye, Spacetoon is redefining what it means to be a leader in the world of media and entertainment. n

For more

please contact: Nour Yanam Head of

Spacetoon

but also dominates the market.

From Thailand, with Love

Created by a team of designers, Human Love, represented by Big Picture Licensing, originates in Thailand and is set to travel the globe. The business has been built across giftware, homeware, health & beauty and retail across APAC and sold over a million units to date.

With the UK market its first launch, the DNA of the brand is refreshing and inclusive, all about ‘love’ between couples. Sub-brands HUMAN LOVE: Boy Meets Girl, HUMAN LOVE: Girl Meets Girl and HUMAN LOVE: Boy Meets Boy ensure that all target demographics are covered. We caught up with the founders to see how they began the journey of HUMAN LOVE and where they plan to take it…

Total Licensing: Could you tell us a bit about the origins & journey of the HUMAN LOVE brand?

HUMAN LOVE: Sure! Human Love started from our love for creativity and our background in advertising. We’ve always enjoyed working on projects that feel personal to us, things we’d want to use ourselves or give to the people we care about. So, we began by showcasing the design and lifestyle brand locally in our home domestic market of Thailand, but soon enough, we found ourselves selling over 1million products as we expanded across

Asia into Singapore, Hong Kong, Taiwan, and eventually, the U.S.

TL: Your work really seems to touch on themes of love. What’s the story behind that?

HL: We believe that human experiences can be felt on three different levels. First, there’s the functional level— where a product is simply useful. Then, there’s the intellectual level—where it makes sense and serves a purpose. But the third level, and this is where love comes in, is the emotional connection. Love is complex, yet so simple at its core. We try to bring that spirit into

our designs. For instance, our “Boy Meets Girl” soulmates pillowcases have been a hit because they’re romantic and relatable, and people seem to connect with them on a deeper level. It’s amazing to see couples from places like the U.S., Australia, and UAE resonating with our work. We have a fully inclusive property covering love between all couples with the sub-brands; ‘Girl Meets Girl’ and ‘Boy Meets Boy’.

TL: Do you think love is a universal language?

HL: Absolutely. That’s actually what

HUMAN LOVE is all about. Love doesn’t need words—it’s understood by everyone, everywhere. We recently had a Korean TV series reach out to us because they wanted to use our pillowcases in a honeymoon scene. The design fit perfectly with the storyline, helping to resolve a key moment in the show. Honestly, our goal is for people to see our products and not just think about the design but also reflect on their own love stories.

TL: Is love just about the relationship between two people?

HL: When we’re happy in love, it gives us the energy to do good in the world around us. Everyone has their own way of contributing to the world, and we think our ideas can make a lasting impact—timeless, really. Plus, it’s a responsible way to use the earth’s resources. We believe the first step is to think carefully, refine those thoughts, and then express them as simply as possible. Every time someone uses one of our products, we hope it brings them back to that special moment when they first unwrapped it.

TL:What strategies are you using to build and expand the HUMAN LOVE brand?

HL: We see Human Love growing

into a multi-platform franchise for the Teen/YA and Adult target demographics. We’ve already made a mark in homeware, but we’re also excited about expanding into fashion accessories, toys, gifts, digital content, gaming, and publishing. Love is everywhere, and it’s more powerful than we sometimes realize. It can take us to incredible places as we can never have enough love in the world!

TL: How’s your collaboration with Big Picture Licensing going?

HL: It’s been fantastic! Working with Big Picture Licensing has been a gamechanger for our expansion into the European and UK IP markets. We share the same big-picture vision and passion, and with our combined expertise, we’re confident we can create something truly special together. We’re really excited about what’s

coming next.

TL: What’s the main purpose behind what you do?

HL: For us, it’s about creating products that connect people’s hearts—helping them express their feelings to those they love. We want everyone to feel like love is a gift, something new to be cherished every single day. Our goal is to win hearts all around the world, one heart at a time. Many thanks to you Total Licensing for your support on HUMAN LOVE, as the first lifestyle brand from Thailand to travel to EMEA we are excited and humbled by the journey into brand licensing. n

Craig Zevin writes about the endless appeal of physical locations for brands.

Craig is COO of Spaceport, which builds tools for creators, brands and agencies to monetize IP

How IP Serves Advertising and Revenue

Intellectual property (IP) plays a considerable role in how brands are building revenue by extending from their core market to engage new and loyal customers with new buying opportunities.

Think about it. Little of Google’s value is attributable to physical assets, instead it’s generated from what it accomplishes with its IP (their brand, software, data, etc.) . Same goes for companies like Warner Bros., Disney, and Paramount (which has agreed to merge with Skydance), and Netflix, which announced recently the launch of Netflix House, physical retail stores to open in Dallas and King of Prussia, PA. And here we get to the place where digital and physical IP intersect. And that’s where new advertising and retail revenue opportunities lie.

When a brand extends its digital IP into a physical presence, such as with Netflix House where experiences and merchandise around its shows are available, it can significantly enhance consumer engagement and loyalty. Engagement is essential for brand success in terms of identifying leads, sustaining existing customer relationships, and converting on sales.

Pop-up experiences like that of the Netflix hit “Stranger Things” not only attract new subscribers but also retain existing ones by offering unique, tangible experiences that digital platforms cannot replicate.

Disney was ahead of others by engaging fans with their IP in the real world

through their theme parks. According to Statista, Disney Experiences generated upwards of $33 billion in revenue, the leader in the category in 2023.The Harry Potter experiences, stores, and studio tours have generated billions of dollars.

Likewise, extending IP beyond the original digital platform into another realm is presenting greater opportunity for fan, new user and customer engagement, leading to increased return on investment at a brand loyalty, word of mouth marketing, merchandise and licensed product revenue. Take Roblox, the gaming platform on which users spend an average of 14 minutes at a time among its 77 million daily active users. That’s an eternity compared to how long a customer spends on a branded website.

Walmart and Ikea have developed branded experiences in Roblox, where users can interact with digital versions of their products and environments. Skateboard sneaker company Vans just launched its new shoe, Mixxa, in Roblox before a physical version is available. The brand has been in Roblox since 2021 and has drawn more than 100 million visits to date. Players in the virtual Vans skateboard park will likely buy the new shoes for their avatars to wear to boost their status.

Mobile gaming allowed smart marketers to figure out how to increase session lengths and offer in-app purchases in the core game loops. As the game becomes more challenging, players buy

digital goods to enhance their experience. Roblox and Fortnite in-game currencies can be purchased by users to purchase in-game enhancements from characters skins, to equipment or other merchandise which creators can convert into real-world money, incentivising game development.

Gen Z (born 1995-2010) is a critical target for marketers, and one that is more deeply embedded in digital environments than any prior age group. Their familiarity with and preference for digital platforms make virtual locations essential to engage them. Unlike previous generations, Gen Z considers digital items to be as valuable as real-world items, and they are willing to pay for things like a digital conveyor belt at a virtual Walmart, seeing it as an extension of their identity, selfexpression, and social status in digital spaces

Roblox is somewhat of an extension of the physical mall; here Gen Z can socialize, play games, and shop with people from all over the world. Both spaces draw fans and customers together in a shared, immersive environment.

Physical malls are not just spaces for retail transactions but can serve as showcases for high-end, luxury brands like Gucci and Louis Vuitton, which use mall spaces to establish their brand image. Walking into a Gucci store is less about purchasing and more about experiencing the brand’s exclusive atmosphere.

Physical locations offer immersive, tangible experiences that build strong emotional connections, while virtual platforms provide extensive reach and accessibility, particularly appealing to Gen Z. By understanding the unique advantages and limitations of each approach, brands can craft integrated marketing strategies that maximize their impact and foster lasting consumer relationships. As the lines between the physical and digital worlds continue to blur, the most successful brands will be those that effectively leverage the strengths of both realms. n

Location-Based Entertainment Continues to Thrive

In 2023, WildBrain CPLG launched its dedicated location-based entertainment (LBE) business continuing the expansion of its global strategy. With an initial focus on Asia Pacific (APAC), the LBE business, led by Evi Sari, VP LBE, is driving opportunities for WildBrain’s franchise brands, including Peanuts, Teletubbies and In the Night Garden as well as partner brands such as PLAYMOBIL.

In a previously announced partnership with Max-Matching Entertainments Co. Ltd., a leading LBE licensee in China, WildBrain CPLG will be bringing beloved brands like Peanuts, Teletubbies, and In the Night Garden to life with the opening of Family Entertainment Centres (FECs) and themed retail for each brand in three major Chinese cities including Beijing and Zhongshan. These franchise experiences will be part of new retail, dining and entertainment destinations in large-scale mixed-use commercial complexes, developed for Chinese families to engage with global entertainment brands.

For WildBrain’s Teletubbies, WildBrain CPLG has also partnered with NeoBio, a premium Family Entertainment Centers (FEC) chain with 42 locations in top malls across.

Well-managed and promoted live experience-based events boost awareness of brands wherever and whenevSwiftly

er they take place as Rocket Licensing would no doubt agree. Rocket has proved this with numerous brands in the past, notably, in recent years, Horrible Science, the wildly popular, award-winning children’s book science brand written by Nick Arnold and illustrated by Tony De Saulles.

The Royal Botanic Gardens in Kew this year put on six weeks of summertime activities inspired by Horrible Science, giving kids and parents the chance to find out about everything from the mysterious lives of Foul Fungi and the hidden world of Revolting Roots to the vile and vicious habits of Bug-Eating Vegetation on the Kew Gardens Horrible Science trail. Finally, and importantly, it isn’t just the kids who are engaged by these events. Rocket explains: “Horrible Science has cross-generational appeal and connects with the inner child in us all wanting to have fun, explore, learn and laugh!”

An interactive Aardman ‘Bug Hunt’ launches at new insect garden at Stratford Cross as ‘Lloyd of the Flies’ was named Ambassador of the Royal Entomological Society. The interactive Lloyd of the Flies augmented reality trail will entice families, youngsters and insect enthusiasts to the Royal Entomological Society Insect Garden at Stratford Cross in East London. Help Lloyd, the first ever non-human Royal Entomological Society Ambassador, find his friends and bring them all back to the ‘luxury bug hotel’ in the garden, learning fun facts about the tiny but mighty creatures thatsupport all life on Earth.

The Royal Entomological Society Insect Garden is now fully open to the public as a place to learn more about the vital role

insects play in urban environments. Matthew Walker from Aardman, creator and director of Lloyd of the Flies comments: “We created Lloyd of the Flies to bring the fascinating world of insects to children in a fun and accessible way so the partnership with the Royal Entomological Society and the team at Lendlease is a perfect way to celebrate Lloyd’s appeal. Having spoken to Lloyd himself ahead of the big Bug Hunt launch at Stratford Cross, I can confirm that he can’t wait to explore the Royal Entomological Society

becoming a key component in licensing strategies

Insect Garden for himself and introduce his friends to the fantastic habitats and sources of food for insects that it offers!”

To celebrate Beyblade’s 25th anniversary, Hasbro, Inc. is hosting Beyblade events in a series of cities across North America throughout the end of this year as part of the Beyblade X Tour.

Participants will test their Beyblade skills with the newest Tops and have the chance to win prizes including Beyblade X starter packs.

Producers Curious Hedgehog and Showpath Entertainment, under license from Hasbro and its Wizards of the Coast division, are thrilled to announce that the live theatrical production Dungeons & Dragons The Twenty-Sided Tavern will soon launch a National Tour and a new block of tickets for the New York Production at Stage 42. n

By Utku Tansel LLB, MBA

UTKU TANSEL INSIGHT

In the wake of the postpandemic sales surge and amidst ongoing cost-ofliving concerns, sustainability, exclusive offerings, and experiential retail present significant opportunities for growth in the clothing sector.

Opportunities in European Fashion Retail amid Shifting Consumer Priorities

Pressure on household finances impacts clothing: As I investigated in Mintel’s Clothing Retailing - Europe – 2023 report, against the backdrop of the cost of living crisis, clothing shoppers have become savvier.

As many consumers rein in their spending, a return to modest growth is projected over 2023/24. For clothing retailers, offering value for money is critical.

Offer free returns to overcome a key barrier: There is clear resistance to paying return fees. Indeed, between 41% (France) and 48% (Italy) of shoppers in Europe chose a clothing retailer that didn’t charge for returns. Retailers need to offer their customers solutions which allow them to avoid/ minimise fees they pay for returns.

Sustainability presents good prospects: Consumers will be looking for alternative retail models around sustainability and the circular economy when shopping for clothing. As such, between 37% (Germany, UK) and 42% (Italy, Spain) of European consumers would choose a more sustainable clothing retailer/brand over another in the future.

Sustainability continues to drive innovation

Coach unveiled a new circular subbrand called ‘Coachtopia’ in 2023. The luxury retailer said the new brand would focus on “circular craft and collaborative creativity” and is centred on three principles informing how it

designs, crafts and reuses products. Primark launched its first circular collection in 2023 as it aims to move towards a more circular model. Designed to be reused/recycled, the collection features 35 pieces of men’s/ women’s/children’s wear.

In a bid to lower its environmental impact across supply chains, John Lewis started exclusively using leather from higher-welfare farms that supply Waitrose beef for its own-range sofas in the UK in 2023. It also added maternity wear brands Nine The Label and Bump & Milk to its clothing rental selection. There are also options to rent products for an extended period of time, for occasions, i.e. a holiday. In 2023, Zalando launched an initiative to help customers make informed decisions by enabling partners and private label brands to make specific sustainability-related product claims.

In Germany, Zalando partnered with Danish label Designers Remix to launch ‘The Art of Remade,’ an upcycled capsule collection available in all 25 of Zalando’s European markets. Gucci launched a Circular Hub that aims to “accelerate the circular transformation of the Italian fashion industry’s production model”. The new hub helps support the production of items that use recycled materials. H&M has partnered with German recycling group Remondis to form Looper Textile, a venture that collects, sorts, and sells used clothing and textiles. Launched in Europe, Looper Textile aims to extend garment lifecycles. In 2023, H&M opened its first store featuring second-hand clothing in Barcelona, offering the H&M PreLoved collection. This initiative, along with its online second-hand platform Sellpy, enhances H&M’s position in the used clothing market and underscores its commitment to circularity.

ASOS partnered with UK rental marketplace Hirestreet to offer a rental edit focusing on women’s occasionwear in 2023. Launched in time for the wedding season, the

edit includes ASOS’s brands ASOS Design, Edition and Luxe, and features wedding guest outfits, bridal looks and bridesmaid dresses.

The clothing industry has been plagued by the negative environmental impact of cheap, disposable fast fashion. Brands delivering sustainable products/circular initiatives to curb their environmental impact will stay relevant/inspirational and will encourage consumers to adopt ecoconscious habits.

Redesigning stores for the future

The Inditex-owned retail chain Lefties store in Madrid has an area to personalise clothes with digital designs and offers self-service returns and checkout using RFID technology. Arcade games throughout the store and an in-store café enhance the customer experience. There are opportunities for retailers to invest in the latest technology to remove some of the barriers to shopping in-store eg queues to pay for/collect & return items. In a more competitive environment, retailers need to do more to differentiate themselves; creating stores that stand out from the ordinary through their unique offerings and experiences.

Pop-ups help to generate buzz and excitement

To pique consumer interest brands are experimenting with temporary spaces, such as pop-up shops.

Zara combined the release of a Barbie collection with two themed pop-up shops in Paris and New York. Targeting fans of Barbie, the stores are essentially replicas of the Barbie dream house.

Adidas launched its first pop-up, the “Laundromat,” in Berlin in 2023. Targeting younger consumers, it emphasizes sustainability through an exclusive clothing rental service, second-hand items, and collaborations with Berlin creatives. Spanning

over 105 sq m, the space features dynamic decor inspired by traditional laundromats. It also serves as a local activation space, starting with a preopening during Berlin Art Week.

Sports Direct opens new tech-powered Manchester flagship Retailers need to reform the retail space into an immersive and interactive experience.

This is an area where physical stores have an enormous advantage over online shops, but equally it is one that feeds well into a multichannel buying journey.

Now, more than ever retailers are depending on in-store experience to drive traffic. The mainstreaming of e-retail means bricks-and-mortar stores need to work harder to give shoppers a reason to visit.

Sports Direct opened its third flagship store inside Manchester’s Arndale Centre, billed as its “most advanced store to date” in 2023. The store is a step forward in an elevation strategy, which aims to take the sportswear brand more upmarket through slicker, more experiential stores.

Boasting 50,000 sq ft, the store spans five floors and includes specialist sporting zones, interactive experiences and curated activation spaces.

A smaller version of the Bra Studio, which debuted in its London and Birmingham flagships, is featured on the second floor with best-selling sports bras and leggings. The lower ground floor houses USC and is the largest dedicated space inside a Sports Direct store to date, with a Vans installation also included for the first time.

Zalando uses 3D avatars to improve fit

In fashion, one of the biggest opportunities for online brands is to offer virtual try-on capabilities. Consumers want to be sure they are purchasing the correct fit for their body, which will help avoid returns and frustration for both brand and consumer.

Zalando is addressing a significant challenge in fashion e-commerce by

focusing on personalised and accurate fit, providing an in-house team dedicated to size and fit technology.

In 2023, the retailer introduced a tool giving customers size advice based on their body measurements in the DACH region (Germany, Austria and Switzerland).

Users take two pictures of themselves in tight clothing for Zalando to predict a person’s body measurements to help them find the right fit.

Inclusivity and diversity come to the fore

Increasingly socially conscious consumers are demanding brands and retailers take diversity and inclusivity into account.

Asda clothing range George launched an adapted clothing range supporting independent dressing for children/ young people with disabilities in the UK in 2023.

14 year old Ava Joliffe, an awardwinning blind and deaf artist, was consulted for the collection. Each piece includes hidden hook & loop fasteners on necklines to make slipping tops on and off more comfortable, while higher backs and longer legs ensure a level waistband and perfect leg length when seated. The range also features added holes to make dressing easier with feeding tubes.

Levi’s experimented with AI-generated clothing models in an effort to diversify online shopping experiences in 2023.

The retailer teamed up with Lalaland. ai- a digital fashion studio that creates realistic AI-generated fashion models.

The AI clothing models created by this partnership are aimed at being more body-inclusive, allowing customers to view what an item of clothing would look like on a multitude of models, spanning a wide range of body types, ages, sizes, and skin tones.

Plus-size options help make fashion more inclusive

H&M announced an extension of its size range: in-store up to 2XL and online up to 3XL (men) or 4XL (women) in Germany in 2023. H&M consolidated its commitment to diversity and inclusion by partnering with plus-size model and activist

Tess Holliday, who is now size and inclusivity consultant for the brand in the US.

Zalando also added plus-sized menswear items to the online shop, using modern styling to align with store layout/brand image. Shoppers can also find style advice for business, leisure and lounge wear.

The rise of experiential retailing: Zara opens megastore on the Champs-Élysées

The role of stores is changing with experiential retailing becoming necessary to compete with online channels. Limited product lines and the same old layouts compete with the abundance and convenience of ecommerce. Retailers working in the physical space are trying to find ways to stand out from the crowd with more engaging environments.

Zara opened a new 2,700 sq m storefront on the famous Parisian avenue in 2023.

At a time when many are optimising their square footage, it prefers large spaces for a better customer experience. Integrating the physical and digital, QR codes allow shoppers to locate different sections of the store on a map easily, while 40+ fitting rooms offer a screen service for recognising the items tried to help the flow of traffic.

25 stylish second generation automatic checkouts (upgrades from Madrid/ London) support 10 traditional checkouts. n

Zalando’s virtual fitting room

Utku Tansel has two decades of success in driving global thought leadership, project and content management, delivering strategic business intelligence and insight to major international companies. Throughout his career, he has led many global research programs across a wide range of diverse and dynamic industries including Toys & Games, Licensed Consumer Products, Consumer Electronics, Apparel & Footwear, Homewares & Home Furnishings, and Personal Accessories & Eyewear. With solid market research background, Utku regularly writes for leading industry publications including Total Licensing, where he is a permanent author, focusing on the most recent trends and developments. A sought-after speaker, he also presented at world-renowned industry events including PlayCon, Hong Kong Toys & Games Fair, World Congress of Play, Walmart Global Toy Summit, and Licensing International Mind Mix Executive Conference highlighting key findings from the latest global research studies.

https://www.linkedIn. com/in/utku-tanselllb-mba-982316361

As Products of Change Celebrates its fiveyear anniversary, we sat down with founder, Helena Mansell-Stopher to discuss the achievements to date and what’s next for the trail-blazing organisation, not least the upcoming Products of Change conference this November.

Celebrating Five Years of Impactful Change

Congratulations on the wonderful five-year milestone! Run us through the last five years… The last five years have been busy and crazy – when we started out having this conversation there wasn’t really anyone discussing sustainability in an impactful way, so to find our ‘crowd’ was one of the first challenges. For the first couple of years, we had core supporters and members who believed in us and kept us driving forward, we have grown from 7 people around a table to over 1,000 people connecting over the POC platform . Our first Sustainability in Licensing Conference (SILC) was online because of the global pandemic, in fact the first two-and-a-half years of Products of Change was all pretty much online as we focussed on getting the message across, connecting people, and sharing best practises.

There wasn’t really anyone doing anything like POC, was there? No, not within our industry, and even those outside our industry driving change weren’t aware that our industry existed. During our first conference we did a poll and only 17% of people who attended knew what the sustainable development goals were. There was this lack of awareness, or more importantly, a lack of knowledge in how to implement practical change. Fast forward to today, and that awareness has grown dramatically. People are becoming really engaged with the subject… and it’s just in the nick of time, too. There’s a tidal wave of incoming legislation that’s about to transform the business landscape completely, so the time to get engaged with this topic – and start making those changes – really is now. We started by wanting to educate the industry, share best practise, and put some guidelines out there to help the businesses and brands we all work with navigate the conversation, which is why we launched the POC framework last year – a free sustainability plan for brand owners and product manufacturers. This year our focus has been on developing and providing educational content, giving our industry more practical tools and guidelines, and start measuring a baseline for the industry to work from and develop upon.

Without getting too technical, we have been working hard on a methodology (framework) for measuring and tracking the industry’s scope 3 emissions. These are greenhouse gas emissions that we all need to be accountable for but aren’t directly under our control. So, it’s about working with our supply chains and stakeholders to plan how to reduce these.

At this year’s Licensing Expo, we discussed practical examples of what the top ten brand owners are doing to reduce their environmental impact. The next five years will be about collaborating to reduce our industry’s collective greenhouse gas emissions and environmental impact.

Do you get any practical support from ‘higher powers’, eg, the government?

Products of Change is a not-forprofit membership organisation and while many of the initiatives we are working on – take Wastebuster for example and its Recycle to Read campaign which launched with Tesco or our work to introduce the first official UK Water Week campaign in partnership with the United Nations, impact both industry and education, we don’t receive any financial support from the UK government. But we certainly wouldn’t sniff at the opportunity. We’ve had members of Parliament attend our Products of Change Sustain-

ability Conference and we’ve worked closely with representatives from the United Nations… But everything Products of Change delivers is for the industry generated by people who have lived and breathed the industry. Is there anyone similar to Products of Change in other areas of the industry?

In the music industry, companies such as Universal Music Group, Sony Music En tertainment and Warner Music Group have come together to forge the Music Industry Climate Collective (MICC), while in the fashion industry the Textile Exchange is doing some fantas tic work to drive col laboration (both which we work closely with).

These are great examples of areas of industry com ing together – at a pre-competitive level – for a greater cause. For the global brand and licensing industry, Products of Change partners with Informa Markets, Licensing International, The European Toy Association and ICTI, uniquely placed to be a platform dedicated to driving the sustainable development of our amazing consumer products sectors.

capture licensing as a business model, ‘licensing’ falls under the ‘franchise’ methodology. The issue here is that ‘franchise’ really only applies to things like chain restaurants… now that’s a world away from how a licensing company operates.

So, for the last year we’ve been working with some real carbon emissions experts to build a methodology for the brand and licensing industry. By presenting our own methodology to the Greenhouse Gas Protocol, the hope is this will become the global standard for any brand owner.

There are very big names who are part of the consultation process and we will share more at the Products of Change Sustainability Conference in November this year. It’s been a huge part of what we’ve been working on recently, so please do watch this space!

You’ve got some of the top names in the industry involved, haven’t you?

cluding the introduction of some huge pieces of legislation, so we’re really looking forward to diving into all these areas at this year’s Conference. We’ll be announcing our Conference line-up very soon, so again, watch this space. There are so many projects we’re working on within the not-for-profit POC membership, across our media arm with our magazines and conferences and even our advisor’s arm, consulting with top brands within the industry such as Microsoft, Bravado, Netflix, Fujifilm, Paramount and many more.

How do you gather what must be a vast quantity of information to create best practises and frameworks?

Like everything, our best results come from working collaboratively and partnering with multiple business sectors. We work closely with our Products of Change Ambassadors and Advisors who will pull information in from other areas of business. We then look at how we can cross-pollinate and connect people to where they need to look next.

This is an international effort. Currently, there is limited international guidance on the carbon emissions data a brand owner needs to be calculating when it comes to licensing. Until now, the guidance which comes from the Greenhouse Gas Protocol, fails to

Yes, we are extremely lucky that the brands we work with cover around 40% (by value) of the industry, before Licensing Expo, we had a big meet up with some of our Products of Change members, including Disney, Moose Toys, the University of California, and many others, where we presented the future of POC for the next five years. We’re really looking forward to catching up with all our members at BLE where we will once again be partnering with Informa to showcase innovations within this area. We’ll be hosting a panel with licensors and licensees, as well as having the brilliant conversations with members and people new to us as well, please do check out the events page on the POC platform to see our planned activity.

And of course, we have the Products of Change Sustainability Conference on November the 6th… there have been some major developments across the subject of sustainability, in-

When we look at the calibre of the members we have and the engagement from brands we are receiving, it’s easy to feel positive about the journey we have ahead of all of us over the next five years, but then you look at the to-do list, and it’s never ending, which is a good thing. We would love for more companies to come join our community and come on this journey of improvement with us, to have 100% of the industry to be on this journey by 2028 would be amazing… please do come join us and say hi at the POC conference. n

POPEYE AND FLASH GORDON LEAD GLOBAL CHARGE

Iconic Characters Experience Remarkable Growth in Multiple Categories and Territories Worldwide

King Features Syndicate, a unit of Hearst and home to some of the world’s most popular entertainment characters, is continuing a landmark year of extensive growth across its stable of IP into new categories and territories worldwide.

Despite industry challenges including inflation spikes and supply chain bottlenecks that have created an unpredictable environment, King Features is keeping its focus on increasing global brand awareness to reach both dedicated and new audiences with an exciting array of new products and collaborations. Leveraging its characters’ iconic statuses in pop culture, maintaining authenticity, and tailoring marketing strategies to resonate with diverse audiences worldwide remains a cornerstone of its strategy. Staying nimble and creative while blending tradition and innovation, King Features has expanded its content, gaming and social media offerings to help reach younger audiences and focused on strategic partnerships and categories that are important to its fans, while honoring the beloved characters that have stood the test of time.

Some of the most notable recent partnerships and upcoming releases include:

PUBLISHING: In recent years, King Features has debuted an unprecedent-

ed amount of original content based on its roster of classic and new properties. Just in time for his 90th anniversary, Flash Gordon returns to the page this year in a new Flash Gordon comic book series from master publishing partner Mad Cave Studios and in the family-friendly series Flash Gordon Adventures from its Papercutz imprint. Most recently, Made Cave debuted Flash Gordon Quarterly: The Fall of King Vultan, a multiverse of stories set in the beloved Flash Gordon universe, promising to thrill both longtime fans and new readers alike.

Additionally, fans can find three new Cuphead books on shelves this year from Dark Horse Comics: The Art of The Cuphead Show, The Art of Cuphead – The Delicious Last Course and a new graphic novel.

GAMING: Gaming has been a priority category for King Features in recent years, resulting in a slew of best-in-class partnerships including Wargaming, which recently brought Popeye the Sailor Man back to its free multiplayer naval combat game World of Warships.

Popeye and Olive Oyl, Blondie and Dagwood, Hagar and Beetle Bailey. King Features has also brought fans in China and Hong Kong new ways to engage with Popeye through activations at shopping centers throughout the country.

FOOD & BEVERAGE: King Features has also experienced further success in the food & beverage category, including the recent debut of a Silver Slice Bakery partnership for Olive Oyl cake mix and craft beers inspired by Popeye from Brazilian brewery Bodebrown and for The Phantom from Arkidesign in the Nordics.

MOOMIN: King Features has orchestrated a successful introduction to U.S. audiences for the Moomin brand, which received the 2024 Licensing Excellence Award for Best Licensed Brand (Publishing, Stationery, Social Expression category) during Licensing Expo this May. Last holiday season, Barnes & Noble introduced a pilot program at 20 of its retail locations in key markets, which proved to be such a hit with fans that it is now expanding to over 250 stores nationwide.

Next, comics’ very first costumed hero is coming to console gaming later this year, thanks to Art of Play and casino slots inspired by The Phantom are also in development with Aristocrat Gaming, an industry-leading, global gaming company who brings joy to life through the power of play.

EXPERIENTIAL & LOCATIONBASED

ENTERTAINMENT:

Many of King Features’ most popular characters can be found at Toon Lagoon within Universal Studios Orlando’s Islands of Adventure, including

The success continues with a slate of new and returning licensees for Moomin ahead of its 80th anniversary next year, in categories including apparel and accessories, beauty, toys, greeting cards, and more. Looking ahead, King Features has its eye on expanding strategic partnerships and creative collaborations in gaming, publishing, experiential, as well as expanding the apparel business into the luxury segment and new markets. Technology is the backbone of King Features’ licensing strategy, and gaming is a vehicle to re-invent these iconic characters and drive new and younger audiences to its brands globally. n

As we head towards MIP Junior and MIPCOM in Cannes this October, here are some fresh picks to check out during the event

Hot Picks for MIPCOM

Studio 100 International will be premiering the adventure-comedy series

DINO MATES. Produced as a mix of 2D and CGI animation by co-production partners MACK Magic, commissioning broadcaster KIKA (both Germany), and B-Water Animation Studios (Spain), the series is targeted at 6to 10-year-olds. The series is based on the dinosaur-themed family attraction “Madame Freudenreich Curiosités” at Europa-Park, Germany’s largest theme park, and its associated internationally

successful picture book series. Ten-year-old Sophie eagerly anticipates a summer of adventure with her daring Grandma Clara, while her younger brother Leo remains skeptical. Clara, a retired biologist, takes them on thrilling escapades to the region’s legendary sites. Sophie loves it, but Leo prefers his phone, nervous

about discovering his courage and inner adventurer. Their summer takes a wild turn when they find dinosaur eggs in the legendary “Dragon Hole” cave. Clara recognizes the pulsing life within, leading to a mission to protect the eggs. Once hatched, these dinosaurs display incredible talents—rapid learning, or speaking abilities. As Sophie and Leo bond with their new dino friends, they must protect them from those who would exploit them, turning each day into a game of hide-and-seek. Millimages will pitch Bin Buddies, a 3D animation with a target audience of 5-7.

This is the first upper preshool CG animated series to place binmen in a starring role, highlighting an ordinary profession in an extraordinary way. In Nicelittletown, it isn’t fire fighters or police officers that kids worship, or even the ice cream man with his 1001 flavors. No, the real heroes in

Nicelittletown are... the trash collectors, and their fabulous one-of-a-kind garbagemobile.

Bonnie Lener, Producer, Millimages commented, “I was immediately attracted to the potential of Bin Buddies because it is not your typical rescue or vehicle show that turns a regular job into some sort of fantasy superhero scenario. Instead it takes an ordinary (but somewhat overlooked) everyday job and shows its value to the community through fun and adventurous stories. We’re looking forward to pitching and discussing international partnerships with our friends at Cartoon Forum and Mipcom.” Anima Kitchent will present Tippi TRex, which has 26 x 5-minute episodes currently in production, available by Q4 2024, an additional 26 x 5-minute episodes seeking co-production partners.

Tippi is an adorable 4-year-old T-Rex. She lives with her mommy, daddy and her big brother Ryan in a contemporary world that, instead of humans, is inhabited by all kinds of dinosaurs and other prehistoric species. She is cheerful, has a lot ofimagination and is infinitely curious about the world around her, even for details that seem insignificant to others.

She loves to play, especially with her best friends, Pearl and Triceps and loves to talk, even with Lucy, her TRex rap singer doll. She’s still working on perfecting her too cute T-Rex ‘groar’, aspiring to sound just like her parents.n

Rachit

Moti, Founder & CEO at Layer Licensing looks back at the Euros

Licensing Lessons for Sports Integrations in Video Games

Major events and tournaments such as the World Cup and EUROs provide a great opportunity for sports licensors to integrate their IP into popular video games. One of the most recent examples is UEFA’s partnership with the toy maker Toikido, which involved integrating the EUROs into Toikido’s popular Roblox game, Pinata Smashlings.

Integrations such as these are mutually beneficial for licensors, video game developers, and game publishers. Research from Griffin Gaming Partners finds that 95% of video game studios are working on or aim to release a ‘live-service’ game, a business model in which video games are free to download and generate revenue streams through new content updates and the sale of in-game items.

they educate themselves on the various ways in which their IP can be integrated into video games (and these opportunities don’t just exist in sports games!)

We regularly monitor video game integrations using our Licensing in Games Collab Tracker and have noticed a significant increase in IP from the sports world appearing in a diverse range of game genres.

League. Skins based on designs from AC Milan, Borussia Dortmund, Manchester City, and Olympique de Marseille were added to the game through a collaboration with PUMA.

Bundesliga’s collaboration with Rocket League (credit: Bundesliga / Rocket League)

IP integrations provide developers with an opportunity to engage new players and generate revenue through the sale of in-game items based on their IP. Licensors benefit from a royalty on such sales while getting their IP in front of highly engaged gaming audiences. In the case of UEFA’s activation on Roblox, UEFA got the EUROs in front of a younger audience less likely to engage with the competition otherwise, as more than four in ten Roblox players are under the age of 12. While major sporting events provide a timely angle for licensors to capitalize on video game integrations, licensors can proactively pursue opportunities in the gaming space all year round if

Krafton’s PUBG Mobile, a popular battle royale game (similar to Fortnite) on mobile devices, launched a collaboration in 2021 with Liverpool FC to integrate limited-edition Liverpool-branded outfits and in-game items. Lionel Messi was also added to the game as a playable character via a character skin in 2022. The launch of the Messi skin on Nov 23 caused a 28% increase in daily revenue over the next 48 hours.

We’ve also seen similar collaborations in the first-person-shooter Call of Duty Modern Warfare 2, where Lionel Messi, Neymar Jr. & Paul Pogba got their own character skins, and in Clash of Clans, where Erling Braut Haaland got his own character skin in Supercell’s mobile strategy game, Clash of Clans. Character skins typically cost between $7–$15 depending on the game, with licensors often taking a royalty on skin sales on top of the initial advance.

Special skins based on football teams have even appeared in Epic Games’ competitive racing game, Rocket

As we’ve seen from the examples above, sports brands with recognizable design elements can be integrated into skin designs for weapon skins, vehicle skins, cosmetic accessories (outfits), and wider game design updates such as menu changes.

Conditions for these licenses will vary depending on contract terms and the video game developer, but most deals are done for limited-time events, where any cosmetic items based on the IP are removed from sale (but stay in the game) after a timed period.

If you’re a sports licensor looking for video game opportunities, look for games in the mobile market (where opportunities are more prevalent) that regularly integrate IP.These games are more likely to have an in-house team that looks after partnerships. The Collab Tracker was launched to help licensors stay on top of the latest IP integrations in video games. Before approaching game studios for deals, make sure to research the games and come prepared with some potential partnership ideas to help studios visualize how your IP could be incorporated into their game experiences. Alternatively, work with experts in the space, such as the team at Layer, who can match you with the best opportunities in the gaming space.

85 Years of Marvel

Total Licensing talked to Charlotte Higgins, Brand Commercialisation Director, Marvel to find out how the company is celebrating its 85th milestone year.

“Marvel’s legacy, spanning 85 years, is a testament to its enduring influence on pop culture, and its grounding in storytelling and characters that push the boundaries of entertainment.

What began as a series of popular comics has continued and expanded its influence across a multitude of platforms, from content to experiences and of course product: publishing, games, toys, clothing and beyond, all rooted in a rich history and unique brand identity that embraces inclusivity, individuality and disrupting the norm.

Marvel’s 85th anniversary gives fans a chance to celebrate Marvel in their own way as the brand keeps evolving and reaching new audiences. For example, commemorative 85th Anniversary collectibles from Hasbro and Funko, and advanced sets from LEGO, offer sophisticated collectibles that tap into the burgeoning ‘kidult’ market.

These items cater to the nostalgic and cultivated taste of adult fans who have cherished Marvel since childhood.

In the fashion and lifestyle arena, recent collaborations with Kith, Ray-Ban and Primark blend Marvel’s heritage status with contemporary lifestyle trends. Marvel’s presence in the fashion space goes from strength to strength, underscoring the brand’s high affinity among Gen Z and Millennials.

And going back to where it all started, in honour of Marvel Comics’ 85th anniversary we’ve turned a spotlight

on Marvel’s roots, with modern artists reimagining artwork from industry pioneers. The artwork will be available as Homage Variant Covers - bridging the gap between Marvel’s storied past and exciting future.

Whether you’re looking for nostalgia or ‘newstalgia’, the Marvel Universe continues to offer exciting new possibilities in the product space; and we’re excited about what’s to come in the next 85 years.”

“I’m

yet to meet someone who doesn’t know the brand!”

Could you outline some of your plans at BLE?

Banijay Kids & Family is exhibiting with its own bespoke stand for the first time at this year’s BLE, and I can’t wait to see our extensive range of brands on display!

We go into BLE with a really strong line-up, from long-running and wellestablished IPs such as Mr Bean,Totally Spies! and Topo Gigio, to up-and-coming kids’ properties about to hit the market. I really believe our portfolio has something for everyone.

Mr Bean’s Enduring Appeal

Talking with Roubina Tchoboian, Head of Global Licensing, Banijay Kids & Family, about the company’s top brands and BLE plans

It’s been a year since I joined Banijay Kids & Family, and Mr Bean was one of the properties I was most excited to work on. It’s been nearly 35 years since the character first graced our screens and has only grown in popularity in that time. Mr Bean is truly an evergreen brand with cross-generational appeal. Existing audiences continue to enjoy it, and new, young audiences are constantly discovering it.

There are so many elements which have contributed to its enduring appeal...the visual comedy is universal and timeless; the character is so silly and loveable; the minimal use of language allows it to easily traverse borders; and the brilliant animated series, with a fourth series in production, has extended the Mr Bean universe, with new content still coming through which is enjoyed by kids and families worldwide.

How do you keep the licensing programme fresh and fun?

munities across all major platforms. Mr Bean is now the biggest TV and Entertainment brand on Facebook globally with 141m followers, and is the fourth biggest page in the world! It has generated nearly 20bn views on YouTube, which hosts multiple language brand channels, plus there are healthy audiences across the likes of Instagram and TikTok. Banijay Rights portfolio of 32 FAST channels even includes a dedicated Mr Bean:The Animated Series FAST channel, which is syndicated across 76 live streams in 31 territories, in 8 languages, across platforms including Samsung TV Plus, LG Channels, Plex Rakuten TV and TCL. What categories are you looking to extend to?

We will be showcasing two new brands for the first time this year. First up is Super Happy Magic Forest (from the producers of Mr Bean). It is a brilliant new comedy adventure series for 7+, which has prominent broadcasters attached with BBC in the UK, Rai in Italy, Canal+ in France, ZDF in Germany and ABC in Australia. It is based on the hugely popular, award-winning picture books by Matty Long, which have sold worldwide, in more than 10 languages. We also have Miniheroes of the Forest (by the makers of the animated Topo Gigio series), which will be airing on Rai and France Télévisions. It’s an adorable preschool series, with a solid publishing legacy, and has huge licensing potential.

Mr Bean continues to see great popularity – why do you think he has such enduring appeal?

It’s really important we are reactive to audience desires and purchasing trends. The ways in which we can serve fans of the brand are constantly evolving and we remain agile to meet changing consumer demands. This can mean leaning into new categories, updating our style guides or working with new partners to ensure our licensing programme remains diverse and relevant.

We also work with the best local agents and have the benefit of their expertise and territory knowledge to ensure each market is well catered for. How globally recognised is Mr Bean?

I’m yet to meet someone who doesn’t know the brand! We’ve done a lot of research into the recognition and awareness around the title, and it is seriously impressive, with extremely positive sentiment.

Banijay Rights, which handles the distribution of the series, does a wonderful job nurturing the brand online and has cultivated significant global com-

We recently confirmed a number of licensing agents for Mr Bean including Bulldog (UK), WP Brands (Australia and New Zealand), Black White Orange (Indian sub-continent), IMG (Japan, South Korea and South East Asia), License Connection (Benelux), and Spacetoon Licensing (Middle East). We are looking at opportunities across the kids’ and adults’ markets, leveraging the original live action and animated series. Mr Bean has the advantage of enormous heritage appeal, alongside a healthy new content pipeline. Homeware, stationery, apparel, toys, gifts are all key areas, plus experiential is something we think will work brilliantly for this IP.

And what partnerships are you hoping to explore at BLE?

We are looking to bring on partners for our established brands and add complimentary products and experiences which will enhance our existing brand licensing programmes.

I’m also really excited to kick-off discussions around the new titles we are bringing to market and explore how we can work with potential partners to build these up as leading brands in the licensing space. n

BLE stand: C232

CHINA LICENSING COLUMN

Welcome to the first of a series of interviews regarding the opportunities that China presents to the licensing industry.

China Licensing Column is sponsored by CLE, which is held by the Licensing Council of China.

Chris Tague. Director of New Business, Global Trademark Licensing

How does your company strategically identify potential licensing opportunities in China?

Chris: With dedicated offices in China and Hong Kong, GTL have industry experts that are at the forefront of identifying licensing opportunities in China. We attend a variety of trade fairs, are in constant contact with a strong network of licensees but above all our teams are local people with families who live in and understand the China market so know first-hand what opportunities are available.

What criteria does your company use to evaluate potential Chinese licensing partners?

Chris: GTL prides itself on operating the most rigorous Licensee checks in the industry whether evaluating Chinese or any other global partner. We have a six-stage process which includes industry research and background checks, in person meetings and factory assessments to ensure every-

thing is to the standards expected by our partners and to mitigate risk. The criteria with which to evaluate licensing partners would include: company history, client base product range and samples, sales channels and history, facilities, quality control processes certifications and the quality of the management team. We would also ask for a business plan to outline their plans for the licensed products. Finally, we would follow this up with obtaining references and performing credit checks.

What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements?

Chris: GTL offer an agile bespoke model to fit the needs of our clients in order to meet their business objectives whilst maximising licensing opportunities from the China market. We offer a full suite of services that can be adjusted to the need’s of our clients and their existing team, processes and systems. This includes: research & analysis; setting the correct licensing strategy; sales prospecting, negotiation, and contracting; finance and legal support and ongoing licensee management. We can also offer additional control through trademark protection, factory assessments and audits, which can be particularly challenging to manage in the Chin market.

Our globally based client services teams co-ordinate with our China sales team to ensure our clients receive both global reach and local support.

As a result they can maximise the opportunities for brand extension whilst having piece-of-mind that every aspect of their programme is under control.

Can you share a particularly successful or memorable licensing project you’ve worked on in China?

Chris: We are very lucky to have so many examples that it is hard to pick just one as we work with so many fantastic licensees in China.

To choose a recent example, the McLaren F1 Ride-On Car that we have recently developed and launched is doing fantastically well and is a fine execution of a much-desired product.

We hope it will be a great first step in developing the next generation of Racing Drivers!

What are the latest trends and innovations that you can see in the international licensing industry?

How do you foresee these new trends influencing the Chinese licensing market?

Chris: Obviously the digital and interactive world continues to evolve and soon we expect there will be tipping point with the Metaverse becoming more established and an improvement in NFTs offering much more purpose and utility. Imagine a virtual car that you can purchase, customise, race across different online games and use in other ways both online and in the real world.

This technology will likely impact on other categories as it is incorporated into other products and there is more overlap between the digital and real world as people move between the two with more regularity and greater seamlessness.

Imagine a virtual car that you can purchase, customise, race across different online games and use in other ways both online and in the real world such as trading cards, ride-on cars and remote control.

China’s companies such as Tencent, are at the forefront of such developments and so we would expect them to further expand their offer into gaming titles and other categories as brands battle to keep customer’s time and attention. n

One new studio’s mission to elevate NFTs, blockchain, AI, data compression and more...

During Licensing Expo Becky Ash Ffrench and Francesca

Ash took a meeting with two creative giants whose combined achievements stem 8 Platinum selling video games, a #1 New York Times Bestseller, a USA Today Bestseller, an Eisner Award, 5 Wizard Awards, 2 Ennies, BAFTA Nominations and more.

Peter Wacks (CEO) and Paul Jenkins (Creative Director in Residence and Co-Producer, Exfinitum) had been introduced earlier by Ross Walker, an industry veteran and Yoton Yo Studios’s Chief Commercial Officer.

Peter and Paul took the opportunity to shine a light on Yoton Yo’s creative depth, and its well-advanced ambitions across gaming, authentication and data compression.

Here we have a couple of excerpts from our conversation, and we’ll cover more specifics in the next issue when we explore NFTs and gaming specifically.

Peter Wacks summarised “We’re building a first of its kind phygital, multiverse, multi-game TCG called Exfinitum. Physical tabletop cards will be matched 1:1 on the blockchain, mean-

ing the same card can be owned and played on a table as can be played on your phone or PC - they’re forever twinned. Our proprietary technology was developed to enable this outcome, but its true potential has far greater consequence beyond Exfinitum.”

Jenkins, whose credits include writing Wolverine: Origin and who is also considered one of the chief architects of Marvel’s revival before selling to Disney added: “Peter and I are steeped in rich storytelling and how to develop narrative. When we met, we immediately hit it off and realised the potential of storytelling having parity with the engineering arm of a games studio, and what that could mean for multiyear story arcs, seasons, cross-universe storytelling and user-generated stories. Our writers’ room is a trove of talent and we’ve already developed IP and crafted new ways to acquire users ahead of game launch.”

Jenkins went on: “Exfinitum significantly shifts the TCG paradigm creatively, technically, via play, and by being able to absorb any IP. We’ve planned a longtime for it to be genre-defining, and the response from studios and other rights holders reinforces that it’s a game changer in the space. We’re approaching alpha at year-end, and we’re on-track for a full launch in summer 2025.”

On some of the other technologies the company is close to unveiling, Wacks teased “We’re a games-led technology company. The tech that we’re building is to support one aim of eventually licensing an end-to-end game system that enables others to launch new standalone TCGs. We’re taking the pain away from the fun and creative process. To achieve that outcome we’ve had to create 1:1 phygital scanning software, and upend 150

years of data science to reimagine data reduction, transfer and storage. This week, we figured out how to print terabytes of data on paper and scan those files on our smartphone via its camera.” He laughed and we nodded.!

We finally caught up with Ross, who laid it out the way that we’d come to try to understand some of what we’d heard. “I was seduced by YYS’s intellectual horsepower both creatively and from the standpoint of engineering new technologies. Peter’s spent 30+ years looking at the world through a different lens to the rest of us. Matching his ability to invent with the engineering capabilities we have from MIT and beyond will generate some world-changing outcomes that leverage blockchain and AI. Some will have a profound impact within the licensing industry for sure, but they offer far broader application outside it. Paul’s a creative powerhouse that brings to franchise building a level of simplicity, sophistication and process that I’ve not seen previously. The breadth of commercial opportunities is unmatched by any other company I’ve encountered. It’s been a buzz to get back in contact with old friends and reunite. What’s to come from all quarters of the studio we look forward to disclosing later this year and next.”

We finished the meeting somewhat exhausted by keeping up with what we had been told, but keen to learn more and to delve into YYS’s specific use cases for NFTs in gaming in the next issue. Until then...n

With Brand Licensing Europe and MIPCOM/ MIP Junior around the corner, this issue has an understandably strong focus on Europe. To that end, we’ve brought together a panel of individuals to guage their thoughts on how licensing is performing in their regions and a look at what they think the future holds.

OUR PANEL

Alexandra AlgardMikanowski, Head of Licensing, Millimages

Maurizio Distafano, President

Maurizio Distefano Licensing

Charlie Donaldson

Joint Managing Director Rocket Licensing

Michela Marchese Patti

CEO and Co-Owner

Maurizio Distefano Licensing

Felipe Noriega VP and Regional Director EMEA YuMe Toys

Pau Pascual

VP Southern Europe, MENA and S. Asia Wildbrain CPLG

Aiden Taylor-Gooby Licensing Director Magic Light Pictures

How are

you

finding the licensing business in your territory?

Maurizio Distefano: The licensing business in our territory is definitely changing compared to previous years – for the better, we think. We are witnessing growth, with improving demand across various categories, especially entertainment, food & beverage, and music. Our aim is therefore to ensure our portfolio is able to meet this positive increase in demand.

With this in mind we’ve tried some new approaches that have worked well with our clients.

For example, we recently partnered one of our children’s properties with a renowned Italian cruise ship company.

This provided a fantastic opportunity for the property, deploying costume characters to take part in meet-andgreet events in a completely different setting, but one that still engages the target audience – in this case aboard a cruise ship where families are travelling, and kids could enjoy the ride.

Charlie Donaldson: There is lots to be positive about after a lot of challenges in recent years.  But, consumers are still feeling the pinch, which may last for a little while longer and this has impact on everyone.

We have a great diverse portfolio of publishing, television and movie brands which gives us lots of scope to focus on different areas of licensing especially experiential where we really excel as a company.  Our summer event at Kew Gardens with Horrible Science is a just one example of the many excellent experiential activations.

Felipe Noriega: It’s a competitive landscape, with IP owners seeking licensees that can drive innovation and uniqueness with their properties. Fortunately, our USPs keep us top of mind among the entertainment licensing community.

Pau Pascual: The licensing business is constantly evolving due to new consumer trends, and that’s one of the reasons I love this industry, as no day is the same. This requires a creative, avant-garde approach to new product categories, experiences, partnerships and ways of working, to ensure we stay ahead of the game.

From the continued rise of ‘kidults’ to technological advances such as social media influences and new platforms, our wide portfolio of globally recognised brands with cross-demographic appeal means we are well positioned

to maximise the opportunities inherent in these trends.

With offices in all European territories providing local expertise, we also understand the needs and challenges of individual markets and cultural nuances.When combined with WildBrain CPLG’s global reach—now with 23 offices serving over 100 territories worldwide—we’re also able to see the bigger picture and offer synergies across our locations, which is a huge benefit to our licensors and licensees.

One trend that’s growing in importance among our partners is sustainability, and we’re fully committed to working with best-in-class licensees and retailers who share this view. My feeling is that the licensing industry overall is moving towards a more sustainable future, looking at new ways of working to improve in this area.

Aiden Taylor-Gooby: The industry is facing huge challenges at the moment for lots of reasons. The retail environment has been tough since the Covid pandemic and the subsequent cost of living crisis has meant that there is very little appetite for risk among buyers.

Under these conditions, retailers understandably seem to gravitate towards tried and tested formats, which can be to the benefit of classic properties such as Gruffalo and Friends and

we are getting cut through with our newest property Pip and Posy but it makes new IP development or product innovation very challenging.

Are there any specific issues at the moment that are affecting your business in any way? Has the global cost of living crisis impacted on your business? If so, how?

Alexandra Algard-Mikanowski:

The licensing market in France is tight due to the current economic situation. Consumers are trying to consume more rationally, but they still want to indulge. That said, the adult segments are less affected than the children’s: so with Molang’s positioning as a comfort character, and its GenZ target, we are doing better than the rest of the market.

However, this requires us to constantly reinvent ourselves and take the time to develop products that make sense. The era of mindless consumption is over; and it’s a great opportunity for a character brand based on strong values and timeless design, like Molang”

Charlie Donaldson: The cost-ofliving crisis has had an impact on the overall market, but our brand mix of classics always stands up well in a

Alexandra Algard-Mikanowski

Maurizio Distefano and Michela Marchese Patti

tough market.  Overall, the appetite for risk reduces when the market is tough and we have to work harder to establish new brands and build brand success in new product categories.

Michela Marchese Patti: The global cost of living crisis has impacted our business, making consumers more cautious with their spending and retailers more wary of extending their inventories, especially on non-essential licensed products. And the birth rate has declined, which has affected merchandising sales in some categories. But we’re turning these issues into opportunities by offering a variety of new properties many of which appeal to both kids and young adults.

However, while the circumstances may change, our attitude to this business doesn’t. It’s about keeping an open eye and an open mind when it comes to market trends and needs. It’s about identifying strong IPs with great potential. And it’s about developing specific strategies in order to find what suits clients – or potential clients – best.

Felipe Noriega: After a tough 2023, this is actually a year of significant growth for our business, thanks in no small measure to the fact that we

have quadrupled the number of SKUs in our portfolio from last year to this year.

Pau Pascual: Licensing reflects changes and experiences in people’s lives. As such, at WildBrain CPLG and across the whole industry, we need to adapt to all the different scenarios in all our markets. More broadly, the consumer is always at the centre of everything we do, and we hope that our brands can bring authentic experiences and products in both happier and more challenging times.

Aiden Taylor-Gooby: The cost-ofliving issues have definitely had an impact on the business and changes in consumer behaviour have led to us open up some new retail channels that we wouldn’t have considered several years ago, in order to continue to reach those elusive target consumers.

That said, there are still growth opportunities for us in many areas and we have ambitious growth plans for The Gruffalo in several European territories, following the appointment of our new European plush licensee Simba Toys.

We are also exploring new growth avenues for Pip and Posy across soft lines, home textiles, accessories, footwear, greetings cards and role play categories.

Supply chain issues because of different global events have become more difficult. Is this impacting on your business?

Maurizio Distefano: Absolutely. Supply chain disruptions have significantly impacted our licensees. Increased costs and delays in goods deliveries have been notable features of recent years.

Of course we try our best to support our partners through a responsive service. That helps to make the process easier and faster. Mostly, however, we try to be solution-driven, actively

collaborating with our licensees to develop long-term strategies that enhance the strength of properties. We’ve also hired more staff to better support licensees in reducing delay and any impact on their business.

It’s very important for us that our clients know and can see all the effort we put into providing the fastest service and ensuring the highest quality in everything we do.

Charlie Donaldson: There seem to be fewer supply chain issues currently than in recent years but, everyone is now much more aware of the fragility and complexity of some supply chains.  As we can never be sure what the future holds this increased awareness is helping us work with partners to develop strategies to ensure future problems cause as little disruption as possible.

Felipe Noriega: For us, supply chain is not currently an issue. Delays in sea transportation from the Far East, on the other hand, have recently thrown a spanner in the works due to the unpredictability of delivery dates due to global events.

Pau Pascual: The globalisation of the industry has bought some streamlining, but it can also result in complexities if local disruption proliferates across markets. However, we have robust processes in place informed by long-term planning, and we work closely with licensees and retailers to anticipate potential issues and ensure we are as prepared as possible. It’s key to have some flexibility and a forwardlooking mindset, and as a trusted partner we are there to support however we can.

Aiden Taylor-Gooby: On the whole we are fortunate to work with a trusted and dynamic group of licensees with nimble manufacturing pipelines. There’s no question that in the immediate aftermath of the Covid crisis we saw huge rises in the cost of raw materials and shipping, but this seems to have been settled down over the past year or so.

Charlie Donaldson

Which product categories are key to your market? Are there any new product categories that are emerging or you can see will emerge in the near future?

Alexandra Algard-Milkanowski:

“In the current climate, kidult products are doing quite well in France: soft toys, gifts and collectibles are key products for this target. In addition, consumers strive to have an experience with brands, so we’re seeing strong growth in experiential products in France. We are focusing our development of Molang on both those types of products. We believe the consumer must be at the heart of our licensing strategies, and we must offer products that meet their needs and aspirations.”

Charlie Donaldson: The key product categories are the same as always; apparel, publishing and toy / gift.  So, some things haven’t changed!  Of course, the style and type of products have changed and there are lots of new product development ideas.

It’s good to see sustainability is now something everyone is now committed to building into product and packaging.  We are doing well in the experiential category which is a relatively new area and we have seen a big

growth in collabs such as Miffy x Cath Kidston and this is an area that continues to grow.

Michela Marchese Patti: Despite all the changes we have discussed here, we still welcome new properties to the kids’ target market every year, and the toy category is still a driving force of the associated licensing programmes. Some of our most recent acquisitions in this demographic include Care Bears and we should also mention our classic properties, reliable long-term hits in the entertainment category like Masha and the Bear Bing, Bluey, Cocomelon, Blippi, and ALVINNN!!! and the Chipmunks. These continue to secure great deals thanks to strong brand awareness and the ongoing creation of new and inventive content for the fans.

The food and beverage category has proved strong too. Baileys, for instance, was a great success for several of our licensees who developed a variety of appealing food products, from cream cakes to ice cream, biscuits and more.

Nor should we forget the apparel category. This is one with a lot of traction in the music industry especially, where MDL is particularly strong, offering a wide range of popular bands and artists. In fact thanks to a partnership with Perryscope and Global Merchandising Services and its impressive portfolio of musical giants, we’ve recently added more artists and bands to our portfolio. We now we have more than 200 musical legends to choose from including the Pink Floyd, AC/DC, Iron Maiden, KISS, Motorhead,etc.

We are also focusing our on developing licensing programmes with halo brands – brands that enjoy the most positive sentiments from consumers.

Felipe Noriega: Collectibles are a key sales driver for us and the category will continue to grow as innovative new formats arrive in the marketplace. We see fan boxes emerging as an interesting category that we are well equipped to thrive on.

Pau Pascual: Europe is home to some of the largest fashion retailers in the world, such as Inditex, H&M, Benetton, Calzedonia and many more, which are often a window into consumer trends in our markets globally.

The ‘kidult’ trend is certainly growing with increasing demand for nostalgic products. We’re seeing a surge in popularity for WildBrain’s beloved Strawberry Shortcake, who is celebrating her 45th anniversary this year, with unique collaborations for the classic brand targeting Gen Z audiences. Teletubbies are also igniting crossgenerational fandom with colourful partnerships in the European market, as well embarking on the ‘House of Teletubbies’ world tour which sees the brand partner with artists, culture drivers, retailers and fashion houses across the globe.

Peanuts is also more popular than ever, with a new series, Camp Snoopy, and feature film greenlit by Apple TV+, as it heads towards its 75th anniversary in 2025.

LBE and brand experiences such as Family Entertainment Centres continue to be a strong growth opportunity, especially in APAC and China, and we can offer our partners deep expertise in this area. We’re seeing many more

Felipe Noriega

Pau Pascual

Aiden Taylor-Gooby

retailers looking to enhance the consumer purchase experience and offer heightened immersion into their brands through LBE.

Aiden Taylor-Gooby: For both the The Gruffalo and Friends and Pip and Posy, plush is clearly a crucial product category. Audio and interactive products have also become increasingly important and we are still enjoying growth in our apparel and nightwear businesses.

We also pride ourselves on creating first class location-based entertainment touchpoints – such as our longrunning Gruffalo trails with Forestry England and our incredible Gruffalo and Friends Clubhouse on Blackpool Pleasure Beach - and this area is particularly buoyant, both in the UK and abroad.

How do you see the future of licensing in your territory? What growth opportunities can you see? Are there aspects of licensing in your territory that are unique to your country?

Alexandra Algard-Mikanowski: Today, environmental and societal as-

pects are becoming more crucial than ever. Offering products that respect the environment and promote conscious production cycles is important.

That’s why, at  molang.com, we have introduced a print-on-demand policy and why we have teamed up with partners who are able to produce as close to the consumer as possible, reducing waste. It’s also important for the brand and the team behind it to be involved in social issues, using our platform to support causes that are important to us and to our fanbase, like mental health, inclusivity and protecting our planet.

Maurizio Distefano: We believe that the future of licensing in Italy is still very promising. People are starting to reinvest in licensing projects and trust the process, albeit possibly with some shifts in target audience. After the disruption caused by the pandemic and the Ukraine war, it seems our licensees are back on track and really looking forward.

We hope, of course, that this positive momentum continues and leads to even greater opportunities for innovation and growth.

There’s a renewed optimism in the market, and a clear shift towards embracing new trends and exploring fresh collaborations. These are really encouraging signs.

Charlie Donaldson: The UK market is a dynamic and fast paced one with lots of brands (old and new) and products always emerging and creating opportunity. The beauty of licensing is that we can quickly pivot to build business with emerging trends and products and realise the potential of new distribution opportunities. There are lots of potential areas of growth and continuing to work closely with licensees as well as retailers will be the key to unlocking that potential.

Felipe Noriega: We believe licensing will continue to grow as a fundamental story telling element of product merchandising. We see enormous growth

opportunities in bringing “non-Western” properties to North America and Europe.

Pau Pascual: I see a positive future for our ever-changing industry. Licensing as an overall sector is very dynamic, and there is a lot of opportunity for growth, particularly as we can build global strategies augmented with a local flavour in each of our regions. That brings something special to what we do.  As part of the global entertainment company WildBrain, we can offer partners access to in-house capabilities across Content Creation, Audience Engagement and Global Licensing. This means we can offer 360° franchise building opportunities as well as tap into valuable audience insights providing a competitive edge, whether for our owned franchises or third-party brands. It’s very rewarding to be part of that brand lifecycle.

Aiden Taylor-Gooby: Live events and experiences are increasingly important to the UK market and we’re also seeing success for this category in Germany, Italy and Australia.

Opportunities to blend digital and real-world experiences have also been successful – such as our Gruffalo and Zog Spotter aps which have launched in the UK and in Australia. We’re delighted to have established a strong route to market for plush in European territories and that will form the basis of our growth in the years to come.

We have also enjoyed success with Pip and Posy in the live events category. The partnership with Milkshake and Parkdean resorts continues to engage young families on holiday and, last spring, the brand’s second cinema experience – Pip and Posy and Friends – brought fun to selected cinemas at Vue, Odeon, Picturehouse, Showcase and The Light venues across the UK. We also love to see them out and about engaging with the core audience in venues across the UK. This autumn will see them visiting hight footfall shopping centres across the UK and there will be other live events partnerships announced later in the year.n

In the latest of his regular columns for Total Licensing, Gary Pope, CEO and Co-Founder of Kids Industries and Children’s Commissioner for Products of Change talks about the responsibility we all have to make the very best playthings we can.

Look for the helpers...

This might be a bit personal. Not very British, perhaps. Let’s see.

Silly season is over, and it’s almost Christmas. The year has streaked past us, and as ever, none of us are quite sure how it did that without us noticing. This point of the year can be a moment for a bit of a reset, to reflect on what’s been going on and begin to think more about what’s to come… even thinking into the new year. Is that weird? Is it just me?

Like many of us, there are three things that drive this reflection for me: my family, my work and what’s going on in the wider world around me.

I’m leaving family out of this column because my kids would kill me. So that leaves work and the wider world. My reflections on the wider world are sometimes over-coloured by my reading about current affairs more than is “normal”. And in my work time, I focus on what the future might be for the next generation. Sometimes they conflate. Sometimes that’s good, sometimes it’s not.

Now is not a good time to have a conflation. Most of the world is in the toilet. And most of what isn’t in the toilet is burning.

I have never been so concerned for the next generation because of current affairs. Sure, I’ve felt like this before, but of late, as my favourite non-Jedi said: I’ve got a really bad feeling about this.

Until today.

Today, I stumbled across this quote from Fred Rogers:

“When I was a boy and I would see scary things in the news, my mother would say to me, ‘Look for the helpers. You will always find people who are helping.’ To this day, especially in times of ‘disaster,’ I remember my mother’s words, and I am always comforted by realising that there are still so many

world.”

I hadn’t heard this before – but perhaps you have. Apparently, it has become problematic in the US in recent years. It has been shared as a conciliatory meme after the unspeakable horror of mass shootings and the like, and it seems that many adults have forgone its inherent optimism, and it’s become an apologist for tragedy.

But the thing is, Fred’s mum didn’t say it for adults in the 2020s. She said it to her child in the 1930s. A time not entirely different to today. And it was said to this child when they needed to hear it – at a particular point in his development. That child became a model for emotional intelligence and became a man with a legacy of compassion that few have surpassed. This bloke symbolised tolerance, patience, understanding and unconditional love.

In the world of children’s entertainment, the foundation of what we do is to provide the stimuli and opportunity for play. And play is the work of the child. It enables them to understand the world around them and their

place in it. It enables them to socialise and empathise, learn, share, and care. It nurtures tolerance, patience and understanding. Play is the most important part of childhood. Perhaps it is also the most important part of adulthood, too.

And this is why we all have a responsibility to make the very best play things we can. They don’t have to be expensive or complicated; they just have to be good. Because it is the things that children choose to play with that enable them to understand their world and become the brighter future of our world.

Maybe as parents, carers, aunts, uncles and godparents, when our children are looking at a world that is falling apart, maybe we can remind them to look for the helpers, and in so doing, maybe we might be able to remind ourselves that actually, things are going to turn out just fine because you will always find people that are helping. Always. But even more important than that, it’s worth reminding ourselves that one of the many things that all children have in common is that they want to help, too. n

helpers—so many caring people in this

Legally Speaking

THE BUSINESS OF LICENSING

The Essential Guide for Intellectual Properties

The Language of Licensing

By: Gregory J. Battersby

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 published 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 is available at a cost of $39.95 ($34.95 for LI members).

Contact: helen@totallicensing.com or visit www.totallicensing.com

Gregory J. Battersby Battersby Law Group, LLC

25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 gjbattersby@gbiplaw.com www.gbiplaw.com

Licensing intellectual property rights, e.g., patents, trademarks, copyrights, technology, know-how, software, merchandising properties, etc., is big business. It has been reported that the U.S. market alone was valued at $65.5 billion in 2023 in royalty revenues, up more than $20 billion since 2013, when it was $43.5 billion. It has been estimated that the global licensing market is almost three times larger, i.e., over $165 billion in licensing revenue income. Licensing International, the trade association for the merchandising and branding market, reported that global sales of branded licensed products were over $356 billion in 2023, with the entertainment/character section comprising more than 41% of that total. Licensing revenue income in 2023 in the U.S. market for merchandising licensing was approximately $10.6 billion, which consitutes about 17% of the total U.S. licensing revenue income.

which, unfortunately, means different things to different people. What complicates the problem is that it is the most important definiton in all license agreements because it determines how much a licensee will pay in royalties.

While the general concept of licensing is seemingly straightforward, as with most things the devil is always in the details,. The successful licensing professionals and their clients have mastered these details, which is why they are generally successful in the field.

Licensing has developed a language and vocabulary of its own. While the industry pros generally understand the various terms and their meanings, they can be confusing and difficult for those entering the market. They can be challenging even to those experienced in the industry because the terms used in one market segment can differ from their meaning in other markets.

For example, what exactly does “crosscollaterialization” mean? Perhaps of the most commonly used terms in licensing is “Net Sales”

With that in mind, Danny Simon and I conceived of a book that will serve as a desk reference for licensing professionals and those who aspire to become licensing professionals. The Language of Licensing is a single source of most of the relevant information needed to master the art of licensing. Endorsed by Licensing International, it provides a glossary of all licensing terms, their definitions and examples of how they are used in license agreeents.

As a bonus it also includes:

• Current industry data and the major players

• The leading licensing organizations, publications, events, agencies

• The laws impacting the licensing industry; and

• A collection of the most commonly used forms in a licensing program

It’ll be available on Amazon, your local bookstores and also on the publisher’s website at www.kentpress.com.