LICENSING MATTERS GLOBAL

Licensing Matters Global have been working in the Chinese market for 25 years.

Total Licensing China caught up with Andrew Kwan, EVP Licensing Matters Global Asia Pacific to find out more.

Can you tell us about your activities in China

Andrew Kwan: “Maxx Marketing, the parent company of Licensing Matters Global, and the founding business, has been working in China since 1998. We have worked with both local and international brands, such as Yum China, Guangming Dairy, Kellogg’s, Nestle, Amway, and Danone, creating their promotional license merchandise programs from design and development to product quality management.

Today we continue to develop licensed and non-licensed promotional programs for local and international brands alike. Licensing Matters Global is an established licensing agency operating out of Hong Kong and covering the Greater China region.”

Is your marketplace expanding in China. If so, how?

“All our businesses have expanded considerably in the region. As I mentioned, Maxx-Marketing was launched in 1998 and we added Licensing Matters Global and our Toy division YuMe Toys, in 2018.

Licensing Matters Global, started working with Shell, initially, but since then have helped global IPs such as Yale and Harvard expand into the China market too.

Today we represent a range of brands that also include Ultraman, Peugeot, Shure, Chefclub, Marcus & Marcus, Moulin Rouge, Route 66, Hong Kong Tramways and the MTR.”

Can you give us some background about your business in China – when you began, idea of brands that are licensed in China?

“Licensing Matters Global started five years ago with the Shell global licensing program, which now encompasses over a dozen licensing partners, not only in the Greater China region but also in the US and Mexico. We have partnered the brand in categories ranging from e-scooters, electric vehicle chargers and portable batteries.

We followed that success with block- buster programs for the Tasty brand in the cookware sector and, since those early days, have added brands such as Ultraman, Yale & Harvard, Hong Kong Tramway, & MTR as mentioned previously. We could not be happier with the rapid growth we’ve experienced.

With the increased brand awareness and global distribution of some major products lines, from Chinese corporate brands, we also support the internationalization of them through trademark licensing partnerships, both in and out of China, when the opportunity presents itself.”

How do you see your Chinese market expanding or growing?

“Some have predicted that by 2035, China will surpass the US to become the #1 global economy. Based on the speed of how the China economy has surgence of existing business and in new and developing sectors, such as tourism and entertainment, eCommerce and livestreaming, software and high-tech industries, and healthcare, which are highly encouraged by the Central government.”

How important is the Chinese market to your business?

“With the anticipation that the China market will become the #1 global economy, within the next ten years, many of our global trademark licensing programs have China as a leading distribution market - Harvard, Yale and Peugeot are some of those, in this space.

Can you give us some examples of brand collaborations in China that you feel have been successful?

“Anta Sports, China’s largest sporting goods retailer, ranks third after Nike and Adidas, launched our first Ivy League collection for Harvard & Yale.

We followed this with a range from leading fast fashion brand Peacebird, who created a Harvard SS2020 collection targeting young Chinese adults.

More recently we have been very fortunate to have created partnerships with and launched a few Ivy League collections, in the Greater China region, with fast-fashion giants from Japan and Europe - Uniqlo and Bestseller’s Jack & Jones.

We are now seeing global programs for some of our other clients – Peugeot and Shure, namely – also include the Greater China region as a key part of the global distribution, in newly created licensing programs.” developed over the past 10 years and the consumption needs of the Chinese consumer, I believe the China market may be the #1 global economy even sooner than that.

Licensing Matters Global will be exhibitors at the Hong Kong International Licensing Fair from 19-21 April, 2023.

The post-pandemic China market will both expand and grow given the re-

Given our global footprint and our local presence, LMG is well positioned to support the China trademark licence needs domestically and internationally. We are positioned as a strategic boutique agency and thrive on our ability to deliver indepth knowledge, of the market, and the highest levels of relevant creativity, to suit our client’s needs.”