KEY COLLABORATIONS FROM IMG

With more than 25 offices worldwide, IMG is a global licensing powerhouse representing some of the world’s best-known brands, media franchises, events, trademarks and talent. The Endeavor-owned agency has a strong presence in China, owing to its indepth local licensing market expertise combined with an unparalleled international network.

2023 is shaping up to be a promising year for the country’s licensing industry, as more and more international brands look to enter the lucrative Chinese market.

Commenting on the evolving trends in the region, Miki Yamamoto, IMG’s Senior Vice President for Licensing in Asia, says, “While China’s licensing market is becoming increasingly competitive and diverse, brand awareness and consumer demand for wellknown brands continue to remain high. Hence, China’s local brands including cultural, original and creative IPs will be sought-after for cobranded collaborations.”

Recently, IMG has facilitated a number of key collaborations, bringing global brands closer to Chinese consumers in authentic and unique ways.

In one such collaboration, luxury car brand Maserati partnered with popular mobile game PUBG Mobile to give players a chance to command some of Maserati’s first-class sports cars in-game. The cars introduced in the game included the super sportscar MC20, Maserati’s lightweight yet powerful coupe with a 3.0 litre twin-turbo V6 engine, and the robust but stylish Levante, Maserati’s SUV offering, as well as a special unlockable surprise vehicle. Players were able to take the wheel of Maserati’s sports cars from November 18 through December 31, 2022.

Meanwhile, in a deal facilitated by IMG, sportswear brand FILA debuted an exclusive skiwear collection in China in collaboration with Italian luxury brand Alfa Romeo and other renowned ski brands. Launched in November 2022 through FILA stores in China Mainland, Hong Kong, Macao and Singapore, as well as FILA’s e-shops, the collection was an instant hit among consumers prompting a second line that is expected to launch in November 2023.

The Van Gogh Museum continues to be one of the most sought-after art licensing properties in China, introducing innovative new collaborations brokered by IMG, such as a line of eye-catching Down jackets launched in collaboration with Chinese down clothing company Bosideng. The Van Gogh Museum and FILA also expanded their successful collaboration with the launch of two seasonal S/S collections of apparel and accessories for adults and children through more than 2,000 FILA stores and e-shops in mainland China, Hong Kong, Macao and Singapore. By combining FILA’s trendy charm and Van Gogh’s iconic art, the collaboration captures the romantic core of young people’s spiritual world and has gained wide acclaim as an impressive and successful fusion between fashion and art. Another major trend in China’s licensing market is the growing dominance of toy licensing.

“The toy and amusement sector accounts for one of the largest proportions of licensees in the Chinese market,” says IMG’s Yamamoto. “More and more toy companies are begin ning to conduct business under IP licenses, with cartoons and anima tion being the most popular type of IP licenses held by toy licensees.”

Last summer, China’s pop culture and entertainment company, Pop Mart, announced the launch of its Skullpanda x The Addams Family lection, in a deal facilitated by IMG. The collection consists of figurines in blind boxes and novelty items including collectible badges, bot tles, iPhone cases, Air Pods cas es and charging cables. In the blind box series, Skullpanda becomes a member of The Addams Family, presenting a quirky appearance that complements the cartoon’s gothic style and dark aesthetics.