Welcome to the October 2024 edition of Total Licensing China, the leading magazine published in Chinese and English and covering the world of licensing and merchandising.
Of course, many of you reading this will be attending this year’s China Licensing Expo in Shanghai. The show is held alongside China Kids Expo, China Toys Expo and China Preschool Expo and is, without a doubt, the largest show in China with over 45,000 sq m of exhibits and a visitor attendance of around 85,000 people over the three days.Within the halls, visitors can see more than 2500 international IPs, as well as Chinese brands and properties.
We very much hope you enjoy this issue. If you would like to know more about the magazine and/or have content you believe would be of interest, we’d love to hear from you.
Total Licensing will be at the China Licensing Expo (within the European Licensing Pavilion in Hall E2) and you can also contact us via email etc as per our contact list to the left of this or via our website www.totallicensing.com.
Francesca Ash
Jerry Wooldridge Co-Publisher Co-Publisher
Global Trademark Licensing are delighted to announce new Global representation with construction and agricultural brand, JCB.
GTL will be actively seeking to appoint new licensees in the toys, collectibles and interactive categories. Visit us at booth E2E19 to discuss licensing opportunities inquiries@gtl-int.com
70 YEARS OF MIFFY
2025 marks the 70th anniversary since Miffy first started delighting children and fans of all ages. Mercis are wellequipped to bring exciting programs to celebrate with fans and consumers across different touchpoints as always.
Strong momentum continues after the splendid Year of The Rabbit, Miffy joined force with Four Seasons Hotel in Beijing, located in Chaoyang District – the core business district of the capital city, to introduce a family-friendly staycation campaign to celebrate Christmas and New Year with festive and tasty afternoon tea sets and Miffythemed room stays.
A new destination for Miffy fans was opened this year in Suzhou, with their award-winning plush toy partner VIPO in iconic shopping landmark Eslite Bookstore. Miffy showed up in key moments to surprise and meet with
fans there. Do check this lovely space out and their high quality collection when in town!
Consumers could also find Miffy at the Children Baby & Maternity Industry Expo (CBME) in Shanghai this July. Miffy came with her good friend Boris to support long-term partner M&G Stationery. This is the first Boris mascot appearance in Mainland China. The future will see this cute little bear on more occasions.
Miffy, as an iconic and evergreen character, continues to bring fresh and exciting programs in China after over twenty years. Mercis was honored to be named “Entertainment/Character/ Digital Property of the Year” at the Asian Licensing Awards 2024. The partnerships mentioned were brokered by CAA Brand Management, Mercis’ agent for Miffy in China.
WINSING AT INTERNATIONAL EVENTS
Winsing Animation will participate in several international events throughout October.
From October 5th to 8th, Winsing exhibited at the ACFM, booth C19. Attendees had the opportunity to preview the newest animated feature film, Into the Mortal World, which has garnered widespread acclaim since its release in Mainland China, quickly becoming the highest-rated Chinese film of the summer. Alongside this film, Winsing showcased a diverse range of film projects, offering a glimpse into the company's creative vision.
Winsing will also be exhibiting in the CLE from October 16th to 18th. At CLE, its latest animé IP, Shadows of the Void, a captivating animé series and Mongo, a delightful animated slapstick featuring adorable pets as well as the film Into the Mortal World will also be presented. Along with these IPs are the latest products and licensing opportunities. Of course, the beloved GG Bond will also be making an appearance, offering exciting new licensing and co-branding opportunities. Following CLE, Winsing will attend MIP Junior/MIPCOM, the world's leading children's entertainment content market, from October 18th to 24th. They will introduce a slate of fresh and engaging television projects designed to captivate audiences of all ages.
RODY IN CHINA
Guangzhou Art-land kicks off exciting collaborations with Rody in China. The Rody jumping horse was designed produced by Ledraplastic SPA, on Feb. 14, 1984. Rody combines the concept of a balance ball and a toy doll. Children can learn balance and coordination while jumping on Rody. Products including toys, fashion, stationery, homewares and FMCG have been launched in over 50 Countries. Rody has cooperated with fashion brands such as New Era, Porter, Levi’s, Kitson and other cross-over collaborations. With a fashionable appearance and a unique design Rody is no longer just a toy, but a popular Icon! Rody transforms into a trendy portrait brand!
2024 marks the 40th anniversary of Rody, and GZ Art-land have been appointed to manage the licensing business within mainland China, Hong Kong and Macau markets. 2026 is the Zodiac sign Year of the Horse which is most important in Chinese culture. GZ Art-land have strategized an all round licensing program for Rody to maximise the brand in the markets. Guangzhou Art-land Holding Company Ltd. (GZ Art-land) celebrates its 25th anniversary in 2024. As a pioneer in China’s Brand Licensing industry, it has received global and local recognition. Notably, GZ Art-land is the only China-based enterprise ranked among the Top 12 Global Licensing Agents for three consecutive years. The company manages over 20 popular IPs catering to all age groups, as the exclusive licensing agent within Greater China. These IPs include well-known brands such as SpongeBob SquarePants, PAW Patrol etc.
AREAX x SpongeBob SquarePants Launches “Bikini Bottom Happy Journey” Series of Block Toys.
AREAX is a brand of Guangdong Sembo Cultural Industrial Co., Ltd. AREAX co-branded “SpongeBob SquarePants” to launch a series of block toys,which meet young consumers’ pursuit of personalization and trendiness through the combination of innovation and fashion. At the same time, the building blocks evoke happy childhood memories for many adults.
In 2024, AREAX and their co-branded SpongeBob SquarePants launched the 25th anniversary of the limited series of blocks with the theme of “Sweetie Party.” This included customized puppet appearance designs based on the official SpongeBob SquarePants joint artist Kolb-designed SpongeBob SquarePants and Patrick Star’s limited image. While the product is trendy, it also includes a wealth of play features, such as movable joints that can be swung left and right, a puppet arm that can be pressed to eject a block figure, and a patting sensor light that allows the product to be used as a nightlight.
In addition, the “Bikini Bottom Happy Journey” series blocks have been launched. The Krusty Krab, Good Friends Box, and Wonderful Dreams Photo Frame, not only highly reproduce the classic scenes of the animation in appearance, but also have different play functions. In October 2024, AREAX will also launch the collector-grade blocks of Pineapple House, which bring happy childhood memories to everyone through interesting creative play.
As a new trendy block brand, AREAX has always focused on the playability and display of products and is committed to giving block products more vitality and imagination, so that the products can become part of the art collection. In the future, AREAX will continue to introduce collector-grade blocks Squidward Tentacles’s House, Chum Bucket and other more Bikini Bottom classic buildings, so that the trip to Bikini Bottom is full of joy!
DOOROBEAR: UNLEASH THE CHARM AND LIGHT UP THE FUTURE
Recently, the popular cartoon character DooroBear has surprisingly collaborated with MINISO. This cooperation resulted in a rich variety of products. The plush dolls are extremely cute, the hangers are exquisitely small, and the decompression rebound products are full of fun. These peripherals will be showcased in 2000 MINISO stores across the country, bringing consumers a brand-new shopping feast.
The original IP “DooroBear” created by Witzone Co. Ltd. belongs to the animation industry. Since its birth in 2016, it continues to be inspired by succulent plants and symbolizes “growing towards the sun.” From the initial small plant image, through continuous iterations, it has created many popular products while always adhering to its original intention.
As the first parent-child cartoon IP in China that focuses on children’s physical and mental health, DooroBear integrates content production, copyright operations and channel marketing.
It actively pays attention to issues such as agriculture, environmental protection, and vigorously promotes projects such as revitalizing agriculture through science and education and smart agriculture.
Nowadays, DooroBear has over 35 million fans across the Chinese network, with global short video clicks exceeding 10 billion. There are over 800 derivative products, and the sales volume has achieved 800 million.
The overseas business is also excellent, with versions in Chinese, English, Portuguese, and Japanese. It has over 3.5 million overseas fans and over 1 billion views. In the future, DooroBear will continue to deeply develop into the licensing industry and firmly promote the plan of revitalizing agriculture through science and education.
With the concept of “small truths in nature”, it will convey the power of growing towards the sun and letting more people feel the warmth and beauty of life accompanied by the lovely DooroBear.
ARTISTORY COLLABORATES WITH FILA AND CENTRE POMPIDOU ON FASHION COLLECTION
ARTiSTORY has Collaborated with FILA and Centre Pompidou on a fashion sportswear collection
In May 2024, the vibrant 60-year cultural and artistic exchange between China and France reached a dazzling milestone. This summer, following the historical path and continuing the extraordinary journey of Sino-French collaboration, ARTiSTORY has partnered with the century-old brand FILA and the avant-garde art institution, the Centre Pompidou, to create a dynamic art event that merges modern avantgarde aesthetics with the pinnacle of fashion sportswear.
FILA drew inspiration from the Centre Pompidou’s collection and architectural style, incorporating selected modern and contemporary artworks and the building’s distinctive design elements into the collaborative fashion collection. The interplay of steel and softness is reflected through vivid colors and lines. ARTiSTORY also facilitated a challenging photoshoot within the Centre Pompidou, presenting a unique “Sino-French Fusion Fashion
Through innovative IP licensing and management strategies, ARTiSTORY has helped FILA evoke fresh cultural qualities, enhance its brand tone, and attract a diverse audience of art enthusiasts, leading a new era in sports aesthetics.
As an internationally leading cultural and art IP licensing and management agency, ARTiSTORY is dedicated to
the in-depth development of prestigious assets from world-class museums, galleries, libraries, science centers, and cultural heritage sites. By leveraging “creative storytelling,” they connect brands with top global art. They look forward to partnering with collaborators worldwide, sparking creative imagination, and exploring the boundless possibilities of cultural and artistic IPs.
FANTASTIC SUMMER WITH MINI FORCE AND CATCH! TEENIEPING
In summer 2024, Mini Force stage show successfully premiered in Changzhou Workers’ Cultural Palace. Meanwhile, Catch! Teenieping themed exhibitions with exciting fan-meeting activities were held in Shanghai’s Hon-
Wow Herui (Guangzhou) Culture Media Co., Ltd. is a company focusing on the whole industry chain of children’s animation IP for children aged 3-8.
Their main business covers animation & IP production, content creating, animation distribution and IP licensing, as well as the development of IP-derived toys.
Their children’s animation IP Mikni Force and Catch! Teenieping have achieved excellent results on major video websites, cartoon TV, IPTV, OTT and operator channels. The content has gained great popularity and the top rating, producing at least three series every year.
This year, there are more than 50 stage plays domestic tours, themed exhibitions and pop-up activities for Mini Force and Catch! Teenieping. We have gained great achievements in licensing business, including toys, food and beverage, home and textiles, stationery, sports, health and beauty, baby and child products, gifts, theme space, etc, which is more than 120 categories and exceeding 1,000 SKU, with market retail sales beyond 1 billion. In the future, Wow Herui will keep progressing in the children’s market with more innovative content, establishing strategic partnerships with professional attitude. They will keep on developing more interesting licensing products, bringing a happy growth experience to every parent-child family.
ENZO E PARTNERS - EXCLUSIVE LICENSING AGENT FOR CHINA RACER
Enzo e Partners Limited has become the exclusive licensing agent for China Racer. In recent years, the domestic automobile industry has ushered in a period of rapid development, and the construction of various professional automobile events, auto sports clubs and racing tracks has mushroomed.
Enzo e Partners and the domestic leading car brands and car events are also gradually developing closer cooperation. In 2024, EEP reached a strategic cooperation with China Racer and became its exclusive licensing agent to promote IP licensing worldwide.
Enzo e Partners Limited (EEP) was established in 2012. Headquartered in Hong Kong, China, EEP is a company specializing in automotive brand authorization agency; the company is the official authorized representative of the Lamborghini car brand.
China Racer was approved by the State General Administration of Sport and the China Au-
tomobile and Motorcycle Sports Federation in 2021, including the annual national sports competition plan and China Auto and Motorcycle League calendar.
Different from other professional individual and high threshold racing events in China, China Racer combines online and offline car sports all based around the trend of a racing+trendy life concept, whilst integrating elements of car technology, safe driving, and national sports.
China Racer is committed to creating a major cultural platforms for motor sports in China.
In the future, EEP will join hands with Good Driver of China to promote China Racer motor sports’ cultural IP.
gkou Plaza in July as well as in Xiamen Jimei Plaza in August.
Vice President and Chief Product Officer of MINISO Group
First of all, thank you very much for accepting the invitation for the interview in Total Licensing China. Perhaps you could briefly introduce MINISO and tell us about your current global business such as your IP matrix and the scale of your business?
Ada: "MINISO has more than 6,600 stores in 111 countries and regions around the world including more than 4,000 in China and nearly 2,600 in overseas markets. We are also the first Chinese brand to enter top business districts such as Times
Square in New York, the Champs Elysees in Paris, France, and Oxford Street in London, England
MINISO has an in-depth working relationship with more than 100 world-renowned IPs such as Disney, Barbie, and Sanrio.
“Officially licensed and affordable pricing" - this is our guideline. This year, we have also established further connections with niche IPs, such as the second dimension, and there will be more to come in the future.
MINISO now has two of their own IPs. One is called Mini family and the other is called DUNDUN Metaverse. Our objective is to incubate Chinese IP and promote it to the world, bringing users more products with emotional value."
What is a product that provides emotional value?
Ada: "In 2020, our founder, Mr. Ye Guofu, launched the concept of "interest-based consumption". He pointed out that in addition to paying attention to the basic functions and practicalities of products, consumers now pay more attention to the
emotional resonance and spiritual satisfaction that products can bring during shopping. The higher the proportion of IP-based products for a brand, the stronger the content attributes of the product. IP is like a “story” that products convey to customers. In MINISO, we must try our best to achieve 3 key attributess of products: Aesthetic value (goodlooking), emotional value (fun), and functional value (easy to use).
Under the principle of "good-looking, fun, and easy to use", we further discovered that as the trend towards interest consumption becomes more and more widespread, IP has become the best emotional connection between products and consumers. Therefore, we continue to innovate and develop products based on IP, and the collaborations between MINISO and IP products are constantly taking place.
We have created an original IP - "DUNDUN." This character is cheerful and adorable, and captures the heart of many consumers. They are very excited to share their happy moments with DUN on platforms such as RED. We have also opened a social media account, and currently have more than 300,000 loyal followers. Many consumers visit MINISO stores just for DUN, and some even shuttle between stores to collect all the series’products based on this character."
Can you share some interesting IP collaboration examples?
Ada: "In 2016, we collaborated with Hello Kitty from Sanrio for the first time. Sanrio's brands are very popular all over the world. The success of this collaboration has strengthened our determination towards an IP cobranding strategy and also opened the door for MINISO to become a new consumer IP co-branding leader.
For example, the CHIIKAWA project is a big hit this year. We are the first brand in China to co-brand
with CHIIKAWA. It took less than 4 months from the idea to having the actual product in the market. On the opening day of the first pop-up store in Shanghai, the square outside the mall was already full of fans by 5:30 am! MINISO's mission statement is "Born for Happiness". We hope that consumers can come to MINISO not only to get an actual product, but also a positive lifestyle.
MINISO also licenses its own IP to others. UNIVERSE has many fans around the world. Through crossborder collaborations with parks, hotels, etc., more people have come to know these lovely IPs from China. As a Chinese brand, we also hope to promote Chinese IPs globally and fulfill our corporate mission of cultural output.
Finally, could you please talk about your company’s main directions in content creation and IP planning in the next few years?
Ada: MINISO 's vision is to "become the world's No. 1 IP design retail group". Over the past 11 years, MINISO has opened the era of universal IP with high cost performance. Today, 40% of our overseas products are IPbased products, and nearly 30% of our domestic products are IP-based products. In the next five years, this will reach more than 50%. To achieve this goal, we have two core initiatives. In terms of IP, we will collaborate with more world-renowned IPs. At
the same time, we will focus on the incubation and operation of our own IPs, expand the global influence of our own IPs, and launch global CITY PEN series in different countries, making them must-have items with collector and commemorative value.
In terms of design, we have established four major design centers in China, the United States, Japan and South Korea to provide more professional designs for different markets and to continue to create popular products with a unique style.
IP product brings the element of surprise and happiness to users. A happy product brings out a happy brand. The brand influences the city, and the city influences the world, making everyone happy! Let the IP industry economy continue to be vibrant!"
emoji®-The Iconic Brand and Medialink Unveil Thrilling Collaborations Across China and South East Asia!
Brace yourselves for a year of fun, flavor, and fabulous fashion as emoji company GmbH and Medialink Animation International Limited, a subsidiary of Medialink Group Limited, roll out a series of must-see products and events throughout 2024.
Here’s a quick snapshot of the excitement so far:
A Sweet Start! Trolli x emoji® the Iconic Brand Celebrate the Chinese New Year. Back in January, the emoji® Brand joined forces with Trolli to introduce gummy candies that were not only tasty but wrapped in festive seasonal packaging. Featuring bold red tones and peach blossoms, these candies made celebrating the Chinese New Year sweeter than ever. With emoji® Brand characters and a delicious mango flavor, the Trolli x emoji® the Iconic Brand collaboration delivered a treat packed with joy!
Summer Style: MSLAN x emoji® Brand
In May, the emoji company partnered with MSLAN, the vintage-style apparel brand, to launch a summer collection that was as chic as it was fun. Combining MSLAN’s natural, simple designs with emoji® Brand’s playful vibes, this collection encouraged everyone to embrace nature and express their individuality. Available both online and in-store, it was a hit with fashion lovers ready to make their summer wardrobe pop!
Let’s Play! Moetch x emoji®the Iconic Brand Brings the Happy Playground to Life. July was all about play as an emoji® Brand character and Medialink linked up with trendy toy brand Moetch to create the Happy Playground Series
Mini Box Pro! Featuring iconic emoji® Brand fun—think seesaws, gashapon machines, and ball pits—this toy series brought amusement park magic into your hands. The vibrant yellow and Bana X Bana vibes told everyone: ditch the stress, embrace the fun!
In the same month, ONE EAST and Mosaic Shanghai join forces with emoji® - The Iconic Brand, in conjunction with Mandy Group and Medialink Group to launch mall events in Shanghai. The shopping center featured unique emoji® Brand themed decorations, fostering a vibrant and creative atmosphere for guests. What’s more, the mall offers many activities and interactive photo spots, making it a perfect place for the whole family to enjoy together.
Foodie Fun: Dongguan Chayuanshangcheng x emoji® Brand Delivers Tasty Treats August turned up the flavor with emoji® Brand themed snacks hitting the market! From biscuits to chips, candies, and cookies, this tasty collaboration between the emoji® Brand and Dongguan Chayuanshangcheng brought playful packaging and delicious flavors to shelves. The emoji® Brand characters made these snacks irresistible, and customers couldn’t get enough of the fun-filled treats.
Coming Soon! Matter Makers x emoji®: Fashion Meets Fun
September is about to get stylish with the highly anticipated Matter Makers x emoji® Brand collection! This trendy collab reimagines how Gen Z communicates, blending everyday objects like credit cards and picture frames with the emojis we all know and love. With Matter Makers’ unique touch and Thailand’s fashion-forward flair, this
collection is designed to showcase your personality in the most playful way possible. As Bordin Aphimarn, Creative Director of Matter Makers, puts it: “Our collaboration with the emoji® Brand is all about celebrating the lighthearted side of life and how we express ourselves every day.”
Marco Huesges, CEO and founder of the emoji company, shares his excitement: “We’re beyond excited about these collaborations with Medialink and our incredible partners. Each project highlights the playful spirit of our Brand and brings it into everyday life, from fashion to food and everything in between. We can’t wait for everyone to experience the fun, joy, and creativity that these partnerships bring!”
Noletta Chiu, Executive Director of Medialink Animation International Limited, added: “Every year, we aim to elevate the emoji® Brand through creativity and innovation. These partnerships with Trolli, MSLAN, Moetch, ONE EAST, Mosaic Shanghai, Dongguan Chayuanshangcheng, and Matter Makers are just the beginning. We’re excited to keep delivering vibrant and engaging experiences for our audiences across China and Southeast Asia!”
2024 is shaping up to be a year full of emoji® Brand inspired fun, and it’s only getting started! Keep an eye out for even more exciting collaborations coming soon!
About emoji® - The Iconic Brand
The emoji company is the owner of the registered emoji® trademark in up to 45 classes for goods and services in more than 150 countries around the world. The emoji company’s extensive rights portfolio covers more than 1,000 trademarks and more than 25,000 emoji® brand icons and designs protected under copyright laws and available for legal licensing and merchandising, promotions & events, for entertainment services and marketing campaigns.
Official partners of the emoji company include more than 1,400 world famous global license partners amongst them Sony Pictures Animation, PUMA, L´Oreal, Ferrero, Unilever, Burger King, Zara, The Hershey Company, Walmart, Danone, Nikon, Fuji, Nestlé, Lidl, Kellogg´s, Danone, Nikon, Aldi, Pepsico, Miss Sixty, the BBC, C&A, The French Post, Trolli, amongst many others.
The globally and multiple awarded emoji® brand was decorated as the 3rd most influential brand behind Lego and Coca-Cola by the Powerlist. The emoji company is on position #66 of the Top 150 Global Licensors and the emoji® brand is one of the most influential universal lifestyle brands of all times.
For licensing inquiries please contact us at licensing@emoji.com or visit the website
Medialink Group Limited (Stock Code: 2230.HK) is a leading intellectual property (IP) management company headquartered in Hong Kong, with business in China, Japan and Southeast Asia, actively promoting cultural exchanges through its IP, bring high-quality entertainment to the whole of Asia. Founded in 1994, its business mainly focuses on content distribution and brand licensing, and is also involved in content production, distribution arrangements and animation prod-
uct development. The Group invests and cooperates closely with media content licensors to distribute media content related to animation, variety shows, TV dramas, animated and liveaction movies. At the same time, it also obtains copyright licensing from various brand licensors in the AsiaPacific region, including merchandising rights and location-based entertainment rights and promotion rights. The Group has its own animation brand, its various Ani-One® YouTube channels (including Ani-One® Asia which is Asia-focused, Ani-One® 中文官方頻 道 which is run in Chinese, and other South East Asia channels – Ani-One® Thailand, Ani-One® Philippines and Ani-One® Vietnam) have more than 6.64 Million subscribers and more than 1.3 Billion views. In addition, the Group also has its own e-commerce platform Ani-Mall®, selling animation products and exclusive anime boutique.
https://www.medialink.com.hk/en/home. aspx
The V&A (Victoria and Albert Museum) champions design and creativity in all its forms. The award-winning brand licensing programme supports this by collaborating with manufacturers and retailers across the world. It provides a tailor-made research and design development service to enable the creation of beautiful products that are inspired and authenticated by the compelling stories from the museum’s ever-evolving collection. The V&A’s holdings span every creative discipline and provide a diverse sourcebook of inspiration, enabling licensees to share the museum’s 5,000-year-old story of creativity.
The brand licensing programme has grown over more than 30 years and now has over 85 licensing partners globally. In recognition of the brand’s impeccable standards and ongoing achievements, it was the winner of the Best Brand award in the Art, Design or Museum category at this year’s Licensing International Excellence
The V&A Continues to Inspire and Delight Global Audiences
Awards. This incredible win reflects another year of growth for the programme, with distribution networks to 72 countries across the UK, Europe, USA and APAC, spanning wall art, home interiors, apparel, jewellery, gifting, stationery and crafting - the V&A’s licensing activity continues to flourish.
Continuing to inspire and delight global audiences through its world-
renowned collections, in December 2023 the V&A launched an eclectic apparel collection with FILA across Mainland China, Hong Kong, Macau and Singapore. Championing the museum’s core values of excellence in design paired with expert craftmanship, the men’s, women’s and childrenswear ranges take inspiration from William De Morgan’s striking tile designs. The range brings De Morgan’s captivating designs and vibrant colours to life with fabrics and techniques that exude elegance and performance. FILA have creatively combined mythical creatures, flowers and motifs to create new prints and jacquards, interpreted through an array of intricate embroidery, knitwear techniques and rich embellishments.
Whilst reflecting FILA’s ‘Do More of What You Love’ ethos which encourages more people to create and express their own style, these artistic pieces are also a tribute to the enduring artistic vision of De Morgan and a celebration of the timeless beauty and captivating charm of his work.
New licensee Samsonite have launched a luggage collection that embodies the art of travel. The collection, which includes travel cases and bags, is inspired by celebrated artistic
movements, from natural and organic patterns of the Arts and Crafts Movement to the charm of 18th-century florals and the opulence of Art Deco dress fabrics. Offering a range of designs that are both sturdy yet stylish. In 2024, the world’s attention turned to the Paris Olympics and the upcoming centenary of the Art Deco style. In celebration of this, as part of the range, Samsonite created suitcases and backpacks adorned with exquisite street maps of Paris, interpreting the French capital known as the “City of Light.”
Ceramic tableware and homeware manufacturer Joyye launched a delightful collection that is perfect for serving afternoon tea. Using elements from wallpaper patterns and textile designs by William Morris, their latest collection is more than just dinnerware; it is art de la table. These creative and inventive pieces combined with Morris’ timeless floral motifs, bring a contemporary feel to tablescapes.
In Japan, Texet launched a new range with retailer Nichibei. The collection
consists of four roller blind designs inspired by the V&A’s vast collection of Arts and Crafts designs; one of the most important and comprehensive in the world. The range includes celebrated textiles and wallpapers designed by William Morris and his firm of craftsmen, offering a timeless charm that resonates with the design sensibilities of today.
The Beyond William Morris: British Arts and Crafts, 1890 – 1920 exhibition continues to tour throughout China, most recently at the Guangdong Museum in Guangzhou in June. The exhibition showcases work by the founder of the Arts and Crafts Movement and British designer, William Morris.
Displaying examples from the V&A’s unrivalled collections of Morris’ muchloved designs to reveal the richness and diversity of this vibrant and creative moment in British design and craft. The museum, in collaboration with its agent in China, Alfilo Brands, have created a collection of merchandise to commemorate the exhibition. The range includes calendars, notebooks, music boxes, candles, and some much sought after fridge magnets. The products are all available to purchase in the V&A's Tmall flagship store.
Alongside the touring exhibition merchandise, the museum’s Tmall store now features over 200 unique products, utilising and shining a light on an expansive and diverse selection of assets from the museum's rich archives. The range showcases pioneers such as Victorian artist Sir John Tenniel, whose much-loved
illustrations for Lewis Carroll’s Alice’s Adventures in Wonderland feature across candles, jewellery and accessories. Additionally, patterns from Arts and Crafts designers Walter Crane and William Morris adorn tableware, jewellery, stationery and gifting products.
An important part of the V&A’s founding mission was, and still is, to make its world-class collections of decorative arts available to all, to champion the creative industries, spark the imagination and inspire the next generation.
Through their work in Japan, Hong Kong and Korea, as well as with Alfilo Brands and Tmall in China, the licensing programme continues to bring the wonders of the V&A to audiences across East Asia.
Consumers can expect to see many more exciting product ranges and retail experiences launching throughout 2024 and beyond, which encapsulate the rich themes, colours and textures of the V&A’s remarkable collections.
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.
Howard is 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 line 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 Howard's strongest licenses with distribution to all corners of the world.
New deals have recently been signed for calendars, notebooks, journals, colouring books, stickers, pencil cases, coloured pencils, board books, crayons, markers, magnetic tins, and diamond 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 they are seeing much more growth potential in this region. From the first license with Pintoo in Taiwan the client roster has quickly grown to include a whole new Selfie Beach Resort complex and mass market placements in the Philippines.
If you are interested in discussing licensing opportunities for the Asian Region with us, please contact Jordy Howldar at Licensing@ vangoghmuseum.nl.
INTERVIEW
Jordy Howldar, End Responsible Licensing Business, Asia Region, Van Gogh Museum
Van Gogh is popular in Asia. Why do you think this is?
Van Gogh’s popularity in Asia can be attributed to several factors. His vibrant color palette and expressive, emotional style resonate with audiences who appreciate art that conveys deep feeling and a connection to nature. Van Gogh’s works, such as his famous “Sunflowers” and “Almond Blossom,” have a universal appeal that transcends cultural boundaries. They are particularly admired in Asia, where aesthetics of beauty, nature, and individual emotion are highly valued. Additionally, Van Gogh’s story of perseverance, overcoming personal struggles, and dedication to his art deeply connects with Asian audiences, who often admire determination and resilience. The increasing cultural exchange between Europe and Asia through collaborations has also helped foster a greater appreciation of his work in this region.
Can you tell us about your licensing activities in China?
It’s our mission to reach a diverse audience with the life and work of Vincent van Gogh. Licensing is a great way of taking Vincent’s work and story
out to new territories and audiences. Together with brands that fit our brand DNA, it gives us the possibility to showcase art in new creative ways. Our licensing activities in China have been extensive and diverse. We have collaborated with several renowned Chinese and international brands to bring Van Gogh’s art into everyday life. For example, we worked with fashion brands such as Fila to create a Van Gogh-inspired collection of footwear and apparel, integrating his iconic works into streetwear fashion. We’ve also partnered with POP MART to develop limited-edition Van Goghinspired MeGa Molly dolls. Moreover, in the luxury sector, our collaboration with Chow Tai Seng has introduced high-end jewelry pieces that incorporate Van Gogh’s artwork into elegant, contemporary designs. These collaborations are designed to engage with a wide range of consumers, from art enthusiasts to trendsetters, while ensuring the authenticity and quality of Van Gogh’s legacy are maintained.
How important is the Chinese market to your licensing program?
The Chinese market is vital to our global licensing strategy. It is one of our largest and most dynamic markets, with an ever-growing middle class that increasingly values culture, art, and high-quality products. The Chinese
consumer is sophisticated, and there is strong demand for products that are not only functional but also rich in meaning and cultural significance. Our collaborations with local and international brands in China have shown that Van Gogh’s art has broad appeal across various demographics, from young, fashion-forward consumers to more traditional art lovers. Furthermore, China’s appetite for unique, artist-inspired products offers us immense potential to expand our offerings, making the market a focal point for our growth in the Asia-Pacific region.
What are your plans to grow your program in China?
We plan to expand our program in China by building on our existing partnerships with brands like POP MART, Jeep streetwear, and Chow Tai Seng, while also exploring new collaborations with both regional and global brands that align with our vision. We aim to create more diverse product lines, focusing on fashion, home décor, and lifestyle products that integrate Van Gogh’s iconic works. Additionally, we are interested in developing more localized and culturally relevant experiences, such as exclusive product lines that cater to Chinese tastes, perhaps inspired by the country’s own rich artistic traditions in conjunction with Van Gogh’s works.
Moonbug is an award-winning global entertainment company inspiring kids everywhere to laugh, learn and grow. More and more families around the world are looking to digital platforms to connect with stories and characters they love. More and more families around the world are looking to digital platforms to connect with stories and Moonbug’s portfolio of blockbuster kids IP allows the company a first-row seat to how family viewing is changing. Consumers watch content on a multitude of digital platforms and formats, and Moonbug knows first-hand what content, stories and characters resonate the most.
The company has built a portfolio of properties through the acquisition of popular kids’ IPs that were originally born in the digital space. By leveraging its creative and production expertise, and having an integrated approach, Moonbug have grown these properties into global entertainment franchises.
Moonbug is the creative force behind some of the biggest kids’ entertain-
ment brands in the world, including CoComelon, which is the largest YouTube kids’ channel worldwide, with over 330 million subscribers globally and over 4.5 billion average monthly views. Looking at CoComelon YouTube viewing figures, out of the top ten markets globally, six are in the Asia-Pacific region.
For the first time ever, Moonbug Entertainment is attending the China Licensing Expo this October. Existing and new partners will learn more about its global franchises, such as CoComelon, Blippi and Morphle, celebrating a year of very special milestones for these brands.
CoComelon 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. Moonbug recently licensed CoComelon to create themed English teach-
ing aids that are aligned with the curriculum requirements from the Hong Kong Education Bureau, in partnership with Genius Education. This marks Moonbug’s first licensing deal with an educational centre in Asia.
Initially, the two partners only planned to produce worksheets for learning. However, after working together, they decided to create additional collaboration formats as well, including songs, videos and even exploring the idea of a study tour. So far, three primary schools in Hong Kong have expressed an interest to use these CoComelon teaching aids.
“The partnership is a great example of new models for licensing IP,” said Ivan Wong, Moonbug’s APAC Head of Consumer Product & Experiences. “Moonbug is actively exploring different ways to cooperate with its partners”, he added.
Moonbug set up its Asia team only last year and sees Hong Kong as a gateway to enter Mainland China. Testament to its efforts in the region so far, Moon-
bug is proud to that CoComelon won the prestigious “Parent-Child Favorite Lifestyle Brand Award 2024”. As product licensing dives headfirst into immersive storytelling, the boundary between entertainment and play is blurring. The fusion of play and media allows kids to step into the shoes of their favourite characters and their worlds. To this effect, the Experiences and Location Based Entertainment efforts in Asia are just getting started.
Brand new CoComelon inflatable pop-up events have proved hugely popular in the region. In Malaysia, our partner One Universal Production SDN BHD was awarded the prestigious Golden Horse Award for their exceptional CoComelon immersive experience, which delighted over two million fans in 44 days.
CoComelon has also partnered with the retailer Toy World in Malaysia, with one themed soft play centre that opened in Penang in August 2023, and one that opened early 2024 in Kuala Lumpur. The company also has plans to launch more family focussed experiences in other Asian markets, so stay tuned.
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.
This summer, 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+ globally. In these adventures, Mila, Jordi and Morphle will experience a ridealong 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!
Through partnerships with top brands and a diverse range of licensing opportunities across multiple regions, Moonbug’s positioned to continue leading the industry in new and creative ways and continues to expand its product offering, leveraging knowledge in data to inform product development based on the most popular episodes of content, as well as following product trends. Moonbug remains dedicated to providing inclusive and engaging content for families, and is always looking for new ways to connect with its global audience through authentic storytelling and products.
If you want to find out more about Moonbug and discover potential partnership options, reach out at licensing@moonbug.com. www.moonbug.com
Moonbug Stand No at China Licensing Expo (16-18 October 2024): E1A05.
A Pioneering Licensing Agency for Brand Extensions
An introduction to GTL
First established in 2008 in Hong Kong, Global Trademark Licensing Ltd (GTL) has grown to become a leading global licensing agency with eight global offices located in the UK, Europe, and the U.S.A., all whilst maintaining a strong presence in Asia with offices in Beijing, Shenzhen, Hong Kong and Singapore. With further strategic partner agencies expanding the global reach into South America, Australia, New Zealand, and South Korea.
As early pioneers in the Chinese market and with deep roots across Asian territories, GTL now ranks as one of Asia’s top five agencies, as well as being a top 15 licensing agency globally.
GTL’s team of experts brings over 150 years of combined licensing experience across all major categories and a vast array of leading brands.
The GTL team prides itself on extensive market knowledge combined with a proactive, innovative, and creative business development approach that delivers outstanding results for its clients.This has allowed GTL to establish comprehensive, industry-leading programmes for clients including Mercedes-Benz, Jaguar, Range Rover, Defender, Pagani, Lotus, McLaren Racing and Scania. The company’s focus is on building strong brand awareness
and extending brand experiences through strategic and creative brand licensing for its partners. To achieve this, GTL offers six core services – brand representation, manufacturer representation, market consultancy, approvals management, royalty auditing, and trademark protection, with the ultimate aim of providing peace of mind for its partners, who trust in the agency to represent their brands and interests like an extension of their own team.
excellent way to translate the DNA of a brand to tell its story in a different way and reach new audiences. However, as a brand moves away from its core business the risk increases so prospective collaborations must be authentic and relevant.
As the toy industry became increasingly focused on digital and interactive, GTL broadened its horizons to apply its skillset to what has become the world’s largest entertainment industry.
Bespoke strategies for GTL clients have delivered premium opportunities with major titles and upcoming blue-chip games from industry leaders Microsoft, Sony, EA, Tencent, Ubisoft and others, as the interactive industry continues to evolve with the expansion of eSports, the advancement of the Metaverse and the ubiquity of NFTs. With its team of licensing experts, GTL understands the importance of choosing the correct opportunities and is continually working with its clients to build tailored strategies to manage the risks and rewards of this burgeoning sector.
Translating Brand Values
Building a Lifestyle brand is at the core of many of GTL’s premium clients. Brand extensions represent an
GTL has helped its clients expand their brand into many new sectors including apparel, watches, luggage, footwear, bikes, and e-mobility amongst many others.
GTL’s process involves:
• Selecting a partner with the right synergies to meet the objectives of the brand extension.
• Managing the interaction of design teams to deliver an authentic and genuine translation of the brand(s) involved.
• Ensure timely product development in line with the design and quality expectations of both brands to hit the target price points.
• Establishing a robust logistics chain to maximise global sales channel opportunities.
• Maximising the market resources of all parties to ensure an impactful launch and ongoing sales support.
• Supporting the sales network with the required tools, including comprehensive customer service support, to drive long-term sales success.
• Regular analysis to drive tactical adjustment and longer-term strategic
adjustments including future product development and sales expansion. Here are some of the programme highlights that demonstrate GTL’s work with their clients:
McLaren F1 Ride-On to inspire racing drivers of the future
GTL work with McLaren across all of their Racing properties in the toy sector, building a comprehensive programme to satisfy the diverse audiences of the team.
Their knowledge of this category, especially within the APAC region, allows them to provide strong segmentation ensuring maximum returns for the licensor whilst maintaining clear market space for each licensee to thrive. This ride-on inspired by McLaren’s MCL60 F1 car showcases the colours and stylings of the Team with innovative product features. It has proved a huge hit globally with both kids and their parents with videos of the McLaren ride-on proving to be extremely popular across various social media platforms.
Creating a Digital Strategy for Lotus
The digital and interactive category has evolved into an important cornerstone of automotive licensing programmes. GTL deliver bespoke digital strategies for their clients across a multitude of platforms and major titles through their relationships with all of the top studios globally.
For Lotus Cars, GTL have built a comprehensive programme to support the company’s impressive growth plans and burgeoning portfolio of vehicles; creatively using Lotus assets for brand building whilst maximising revenue opportunities:
• Lotus Emira had its interactive debut in CSR 2 at the same time as its the real car was revealed to the world, GTL have since successfully developed an ex-
tensive programme for Emira across the interactive category.
• The elegant Lotus Evija has continually generated a buzz across the interactive category. Upon its launch in-game, EA featured the Lotus Evija on its app icon for Real Racing 3. Gameloft created a special event for its players to access the Lotus Evija, generating wide-spread excitement amongst Asphalt 9 players With a continually expanding portfolio of dynamic vehicles. GTL have now begun to develop and successfully implement licensing strategies for the two latest additions to the Lotus vehicle line-up. Lotus Eletre and Lotus Emeya, GTL remains at the forefront of the industry, advising and managing opportunities in non-Automotive titles, the Metaverse, NFTs and esports. They understand the importance of choosing the correct opportunities and is continually working with its clients to manage the risks and rewards of this burgeoning sector.
GTL and Lego: a long-term relationship
GTL is proud to have developed a long-standing relationship with Lego and through this association some truly outstanding products have been developed.
Lego® TechnicTM x Land Rover Defender
The highly anticipated launch of the new Defender was a key strategic objective for JLR and licensing played a key role.
An iconic world premiere at the Frankfurt Motor Show in tandem with the LEGO Technic Defender model, which was delivered by GTL. The innovative launch generated unprecedented coverage across all media platforms.
Land Rover Classic Defender 90
GTL’s relationship with LEGO was also used to reinforce Defender’s heritage and innovation with the launch of the LEGO Icons Land Rover Classic Defender 90, an immersive building experience for Land Rover lovers and LEGO car fans alike. The design is a faithful interpretation of the original
1983 model, complete with functioning steering, working suspension and accurate interior details. With two ways to customise it, fans can build a streamlined Land Rover or add accessories and gear for an epic off-road adventure.
The level of detail is incredible, equipped with functioning steering,
working suspension and accurate interior details. It also included accessories such as a fire extinguisher, jerry cans, toolbox, working winch, mudguards and traction plates. The ultimate homage to an automotive classic.
Working closely with their teams, GTL have been able to leverage licensing partnerships with some of the world’ biggest companies in order to amplify brand messages and vehicle launches.
GTL further expanded their relationship with Lego’s diverse product portfolio range, seamlessly integrating two models into their Speed Champions range.
Lego Speed Champions: Lotus Evija
The Lego Speed Champions model pays a stunning tribute to Britain’s first all-electric hypercar. Underpinned
by a relentless attention to detail, the vehicle is a striking reflection of the authentic detailing of the Lotus Evija. It is the first time that Lotus and LEGO have partnered and the Evija remains on shelves for the third year.
Lego Speed Champions: Pagani Utopia
Following its launch is September 2022, the Pagani Utopia has been critically acclaimed as one of the world’s finest hypercars.
GTL ensured this exquisite hyepercar would be celebrated, GTL’s relationship with LEGO ensured that the Speed Champions model would become the first ever brick-built model of a Pagani, all finished to a precise level of detail capturing the beauty of the design of the Utopia.
Ride Ons
Almost a category in its own right are the Ride On cars for children. Not like-for-like replicas but nevertheless always recognisable due to the design and adaptation of the real cars main features. They are always an eye catcher and receive immediate attention from very young (and old) car fans. GTL have been pioneers in this category, due to the proximity of its offices to the factories and continue to have close ties to the best Licensees and always an eye on new and upcoming Prospects.
All of GTL’s clients have recognized the potential of this category as a brand builder and to literally get children behind the wheel of their brand for the very first time.The Range Rover Ride On and Mercedes-AMG SL 63 are benchmarks in the SUV and sports car categories respectively.
A different type of vehicle
GTL and Scania have worked to to-
gether over the past three years to build an impressive portfolio of toys and collectibles for fans and owners of their products. From detailed accurate scale models of the R Series trucks to fun toys for youngsters to enjoy. With a reputation for best-in-class vehicles it was important that Scania worked with companies that share a similar positioning and attention to detail to represent the brand.
The portfolio of licensees includes globally renowned scale model manufacturers WSI & Tekno along with Bruder who produce engaging and interactive toys such as the RSeries Fire Engine.
particularly among enthusiasts and collectors who appreciate the blend of precision engineering and intricate detail. WSI produce high-quality, highly detailed models, especially in the realm of trucks. The brand’s dedication to authenticity and craftsmanship has earned it a loyal following around the globe.
WSI Toys, (models) known for their precision-crafted models, have produced an array of highly detailed replicas of Scania trucks, celebrating the brand’s iconic status in the global trucking industry. This partnership has truly captivated collectors and enthusiasts alike.
Bruder Scania R-series Fire Engine Scania worked with Bruder to create the Pro Series Utility Vehicle R-Series Fire Engine, with a movable windscreen, fully functioning steering and a lights and sounds module, for realistic play.
This included details such as the ability to unwind the hose to put out the fire, activate the water pump and to lift the ladder to 1200 mm.
Made to the highest specification, as expected of all Bruder toys, it ensures the next generation of firefighters can start developing their skills.
WSI Scania 1:50 Collection
WSI Toys (models) is a renowned name in the world of die-cast scale models,
GTL are delighted to announce new Global representation with construction & agricultural brand JCB.
New for China Licensing Expo, GTL will be showcasing the world-renowned construction and agricultural brand JCB. GTL will actively be seeking to add new licensees in the Toys, collectibles and interactive categories.
GTL at China Licensing Expo 2024
GTL is heading to China Licensing Expo this October with a showcase of its expanding client portfolio, which includes many of the world’s most famous automotive brands including Mercedes Benz, Jaguar, Range Rover, Defender, McLaren Racing, Formula E, Lotus Cars, Scania, JCB, Lambretta, Gulf, James Hunt and London Taxi.
GZ Art-Land’s Journey in Brand Licensing and IP Management
Guangzhou Art-land Holding Company Ltd. (GZ Art-land) celebrates its 25th anniversary in 2024. Established in 1999, GZ Art-land has become a reputable award-winning company with a diverse portfolio that includes Brand Licensing, IP Investment, Multimedia Business, Product Development, and Artist & Fashion Collaborations.The company’s headquarters are in Guangzhou, with subsidiary offices in Shanghai, Hong Kong, and Taiwan. As a pioneer in China’s Brand Licensing industry, GZ Art-land has received global and local recognition. It has been honored as the “Best Licensing Agent” by Licensing International & Licensing Expo China, Asian Licensing Association and China Licensing Expo multiple times. Notably, GZ Art-land is the only China-based enterprise ranked among the Top 12 Global Licensing Agents by License Global for three consecutive years.
GZ Art-land manages over 20 popular IPs (Intellectual Properties) catering to
all age groups. As the exclusive licensing agent within Greater China, these IPs include well-known brands such as SpongeBob SquarePants, PAW Patrol, Dora the Explorer, Teenage Mutant Ninja Turtles, Barbapapa, World of Eric Carle, Qee, Domo-kun, Meowseum by Shu Yamamoto, Namito, Deer Squad, ViViCat, Pet Hotel, and Offish.
The company’s robust partnerships extend to more than 300 licensees across various categories, including products, promotions, events, and publishing. With over 50,000 SKUs developed, the retail value has exceeded US$2.75 billion. GZ Art-land’s commitment lies in safeguarding the interests of licensees, maintaining the interests of licensors, and fostering a mutually beneficial environment for all stakeholders in the commercial complex.
SpongeBob SquarePants: Initially, GZ Art-land served as Nickelodeon’s primary and largest
licensed distributor for audiovisual products in China. In 2008, it officially became the master licensee for SpongeBob SquarePants in Greater China and subsequently secured representation rights for other prominent brands like Dora the Explorer, Teenage Mutant Ninja Turtles, and PAW Patrol. Presently, GZ Art-land continues to be the master licensee for most of Viacom’s brands in Greater China.
Over the years, SpongeBob SquarePants has collaborated with leading enterprises across diverse sectors, including Only, Skechers, Chow Tai Fook, Cotti, Dettol, KFC, Nutrilon, Darlie, HP, JD, Huawei, Xiaomi, Bilibili, POP MART etc.
PAW Patrol:
PAW Patrol is a global phenomenon and a top preschool franchise at retail. In China, PAW Patrol has partnered with market leaders like Skechers, Milkground, Aimer Kids, Centrum,
Culturelle, Wyeth, Yoplait, Dencare, and Deli.
Since 2018, Milkground collaborated with PAW Patrol to launch children’s cheese stick at over 1,000,000+ points of sale, with a cumulative sale of 3 billion+ sticks, making it China’s No. 1 cheese brand.
World of Eric Carle:
Trusted by parents, educational experts and beloved by children worldwide, World of Eric Carle is an award-winning publishing franchise for over 50 years! Since 2017, has partnered with leading brands like Fila Kids, Balabala, Nest Designs, Mideer, Watsons. Products have been penetrated in retail channels like Toys “R” Us, Kidswant, moreover amazing events - The Playful World of Eric Carle Tour Exhibit with Kiddy Art Museum were launched in China, generating total traffic of over 100,000.
Barbapapa:
A world-classic picture book series created by Annette Tison and Talus Taylor in Paris since 1970. Since 2018, Barbapapa has collaborated with leading brands in Greater China, including China Everbright Bank, I.T Group, Edition, Baleno, MINISO, Shiseido, Biore,
2025 marks Barbapapa’s 55th anniversary. Major marketing campaigns and limited-edition anniversary products will be launched throughout the year.
In managing IPs and developing licensing business, GZ Art-land remains dedicated to providing a comprehensive licensing service system that encompasses product design, marketing, brand management, and financial and legal compliance. Moreover, the company continues to emphasize providing
professional and integrated services in every aspect with utmost dedication and expertise to partners after granting the license, aiming to drive longterm sales success. We also continue to launch exciting new products and retail experiences to meet consumers’ demand.
For more information, please visit our Booth E1F01 at China Licensing Expo.
Alternatively, please email licensing@yzav.net or visit our website: www.yzav.net
The Natural History Museum is a world-leading science centre and one of the most visited attractions in the UK. A global source of curiosity, inspiration and joy. Their ambition is to build a future in which both people and the planet thrive, being the catalyst for change, engaging advocates for the planet in everything that they do. With over 370 scientists the Museum is working to find solutions to the planetary emergency in all aspects of life.
In a first, the Natural History Museum is heading to China Licensing Expo in 2024. Working with their agent Promotional Partners Worldwide (PPW) the Museum is excited to be launching its Brand Licensing offering to the Chinese market.
Already well established in the UK, the Natural History Museum’s awardwinning licensing programme offers a vast source of design inspiration for licensees and retailers, enabling it to achieve its ongoing growth.
One of the Museum’s recent collaborations was with toy giants, tonies - a screen-free audio player that plays stories, songs, and custom audio for children – which saw four new immersive adventures stories
created across the natural world, including encounters with dinosaurs and deep-sea creatures, all inspired by the Museum. While another example of the programme’s success includes their a 38-piece collection with Fable England, featuring hand-painted enamel jewellery, illustrative print silk scarves, luxury sleepwear as well as signature Fable England bag shapes.
Alongside this the Museum has collaborated with a host of names, including an afternoon tea with London’s Royal Lancaster Hotel; childrenswear with My First Years; practical and sustainable bags with ROKA London; and three visually
compelling collectible coin collections with The Royal Mint, just to name a few.
Head of Licensing at the Natural History Museum, Maxine Lister said; “The Museum’s collection, which includes 80-million specimens and an archive bursting with incredible artwork, enables us to be endlessly creative in our collaborations and we cannot wait to adapt our visual assets and style guides for audiences in China”.
The Museum hopes to expand on this already impressive portfolio into the Chinese market.
Chris Tague, Director of New Business Global Trademark Licensing
How does your company strategically identify potential licensing opportunities in China?
GTL: 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?
GTL: 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 everything 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?
GTL: GTL offer an agile bespoke model to fit the needs of our clients in order to meet their business objectives whilst maximising licensing opportu-
nities 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 China 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?
GTL: We are lucky to have so many examples that it is hard to pick just one as we work with so many licensees in China.
Aß 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
and how do you foresee these new trends influencing the Chinese licensing market?
GTL: 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.
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
Booth No E2C14-3
TWO DAUGHTERS ENTERTAINMENT LIMITED
Two Daughters Entertainment Limited is an award-winning animation production company based in London, UK.
Founded in 2016 by entrepreneur and storyteller James Reatchlous, the company focuses on creating high-quality animated stories with a timeless appeal. They have developed a strong slate of features and series, aiming to produce enduring stories with inspir-
characters in a high-tech underground city built from natural resources and recycled materials. The series aims to inspire young children to be good citizens, with a strong emphasis on loyalty, teamwork, and sustainability. The stories revolve around the eponymous character, Moley, who is charming, loyal, and optimistic. He strives to make Moletown a happy place, but chaos often ensues due to his best friend
ing characters across various media, delivered by world-class studios and talent. Their content is centred on heartwarming stories for a family audience, supported by high-quality production values, engaging narratives, and strong character development that fosters emotional connections.
Their most recent release is “Moley,” an IP inspired by the bedtime stories James told his young children. The content released so far includes a half-hour special and a 52-episode TV series (11 minutes per episode) for 4–7-year-olds. The show features a dynamic group of fun and quirky
Manny, a faulty magic book that creates big problems while trying to solve small ones. Moley and his best friend Dotty must clean up the mess and re-
store order—no easy task!
Following the success of the half-hour special, the TV series was acquired by Warner for EMEA and is currently being broadcast across the region. Additional free-to-air channels have been secured, including ZDF in Germany, RTS in Switzerland, Peacock in the USA, TVP in Poland, Ceska TV in the Czech Republic, and NPO in the Netherlands. The company also secured a deal with Outfit7 to feature the content on their popular “Talking Tom and Friends” YouTube channel, which has over 15 million subscribers. Further content deals are in negotiation, alongside several innovative partnership deals focusing on important topics such as sustainability and citizenship.
Recently, the “Moley” TV series was acquired by Huashi and received NRTA approval for release in the People’s Republic of China. Major platform deals are nåow being secured, and the company is actively seeking partners to extend the IP into publishing, consumer products, and live events. Two Daughters Entertainment will be exhibiting at Brand Licensing Europe (stand E154) from September 24th-26th and at the Shanghai Toy and Licensing Show (stand E2C14-3) from October 16th-18th.
欧洲授权展参展商预览
TWO DAUGHTERS ENTERTAINMENT LIMITED
Two Daughters Entertainment Limited是一家屡获殊荣的动画 制作公司，总部位于英国伦敦。
With over 40 years of experience, RAINBOW PRODUCTIONS is a global leader in the manufacture of high-quality custom-made mascots and specialises in developing licensed IP into character costumes for use at live events.
The UK character and costume company prides itself on putting innovation, quality and sustainability at the heart of each and every project, with all bespoke mascot costumes 100% designed and manufactured London. Their continuing investment in new innovative technology provides them with a long-term global competitive edge, allowing them to remain at the forefront of worldwide costume character manufacture.
Rainbow Productions is the approved mascot manufacturer for high-profile international film production and licensing studios such as Hasbro, NBC Universal, Warner Bros. and Paramount, as well as the sole character
costume supplier to world famous attractions and spectacular events like the Queens Jubilee Pageant Parade, the Olympic Games Opening and Closing Ceremonies and Glastonbury Festival. Their mascots can be spotted in theme parks, shopping malls and sporting venues all over the world – from LEGOLAND® Resorts worldwide and Peppa Pig World of Play Shanghai to Yas Waterworld Abu Dhabi and Global Village Dubai. The company is also the official supplier of over 140 licensed children’s characters such as Bluey, PAW Patrol and Paddington™ for personal appearances in the UK. As well as bringing these household names to life in costume character form, Rainbow Productions hold training programmes for clients and also employs some of the besttrained actors in the unique medium of costume character portrayal, so that personalities and signature movements for the chosen characters are delivered. From creating unforgettable family days out, to boosting online engagement across social media plat-
forms, character-led events add value to and enhance the visitor experience, especially for younger guests.
Rainbow Productions are excited to be exhibiting for the first time at the China Licensing Expo in Shanghai from 16th to 18th October 2024. Find them at the European Pavilion, booth E2C14-1.
With over 40 years of experience, Rainbow Productions is a global leader in mascot manufacture, providing quality, bespoke mascot costumes and outfits, along with mascot training, to companies of all shapes and sizes. Rainbow is proud to count many of the world’s major Licensing Studios, Sporting Associations, International Brands, Theme Parks, Visitor Attractions and Hotels as clients.
Rainbow Productions is also the UK’s official licensee and supplier of over 140 licensed children’s character costumes, able to offer character appearances from Bluey, PAW Patrol, Teletubbies and many more, along with event management and professional performers.
Established in 1990, Meiklejohn Graphics Licensing (MGL) is a global leader in art licensing, partnering with manufactures and licensees worldwide for over 30 years. Their professionalism and engaging
images are ideal for greeting cards, calendars, stationery, jigsaw puzzles, apparel, homewares, bedding, and gifts.
MGLs extensive archive features over 35,000 images by 70 contemporary artists and photographers, covering themes such as wildlife, floral, landscapes, fantasy, and fashion. Additionally, MGL offers branded children’s and teenage character design properties, providing unique, cost-effective alternatives to mainstream entertainment brands.
At MGL, they see themselves not just as an image provider but as a creative partner. With their custom artwork service, they can tailor imagery to meet specific needs, ensuring that products stands out with vibrant and captivating visuals.
They maintain a strong presence at key industry trade shows and actively
seek emerging creative talent allowing them to stay current with industry trends, as well as understanding their clients' markets. Their recent signings, alongside their existing pool of talented artists, will be showcased at China Licensing Expo 2024.
Kingsmen Creatives Ltd. announces that Kingsmen Xperience, Inc., its United States locationbased entertainment focused subsidiary, and Max-Matching Entertainments Co., Ltd.. one of the largest investors, developers, and operators of location-based entertainment in China with rapid expansion across Asia, have form ed a strategic partnership to bring the globally popular NERF Action Xperience family entertainment centers, under license by leading toy and game company Hasbro, to China beginning in 2025. Under the partnership, Kingsmen Xperience will manage the intellect ual property and licensor relations, lead design and development. MaxMatching Entertainments will identify the locations and destination venues, develop the properties, and provide best-in-class operations and facilities management. The permanent NERF Action Xperience indoor family entertainment centers are planned to open first in Beijing, followed by other locations throughout China.
NERF Action Xperience is a true active play center that unlocks a totally new and exciting way to experience the NERF brand for fans of all ages, bringing NERF play to never imagined heights of immersion
and excitement. Facilities will range in size from 1,500 m2 – 4,500m2, and will feature everything needed to realize the ultimate NERF experience: blaster battle zones, sports challenges, an obstacle course, a food & beverage area, and a retail store.
“The strategic partnership with MaxMatching Entertainments is a perfect complement to our core skill sets and represents our continued commitment to expand the NERF Action Xperience throughout China and Asia-Pacific,” said Corey Redmond, Senior Executive Vice President of Kingsmen Xperience. “With their vast experience and knowledge of attraction operations and Chinese consumer insights, combined with Kingsmen Xperience’s ability to collaborate with best-inclass brands across disciplines, it will allow us to create wonderful and me morable consumer experiences.”
“China is one of the world’s fastest growing markets for family entertainment products. There has been a growing demand for worldclass leisure and entertainment experiences and destinations by families and young travelers. Our strategic partnership with Kingsmen Xperience will introduce a line-up of adrenaline-pumping adventures, taking the NERF Action Xperience to a new level in China,” said Owen
Zhao, President of Max-Matching Entertainments.
“For nearly 55-years, NERF has grown from a toy brand to a true social, active play lifestyle with a passionate global following and footprint across 25+ diverse categories. NERF Action Xperience is a perfect example of how the spirit of the NERF brand can be translated to new and truly immersive touchpoints for fans,” said Matt Proulx, Vice President, Global Experiences, Partnerships and Music at Hasbro. “Following excitement for NERF Action Xperience centers in the U.S. and U.K., we’re eager to expand our reach with Kingsmen Xperience and Max-Matching Entertainments and bring adrenaline-packed experiences and dynamic gaming to our fans in China.”
Commenting on the partnership and opening of the new attractions, Andrew Cheng, Group Chief Executive Officer of Kingsmen shared, “The opening of these new attractions marks another step in our drive to deliver new and unparalleled experiences around the world. NERF Action Xperience is a highly interactive attraction that encourages team building and family or community bonding through active play. We will continue to explore new opportunities given the strong demand for branded content.”
BRING THE ADVENTURE HOME WITH MAIZEN!
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 consumers with opportunities to create long-lasting, joyous memories. As a multi-media entertainment brand, they are dedicated to telling compelling stories. Primarily told through the medium of the popular video games, their stories are crafted to entertain, inspire creative problemsolving, and promote critical thinking. These adventures follow 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 their way out of tricky situation with resourcefulness and creative thinking. Over the past several years, they have worked diligently to build up a large and dedicated following over multiple YouTube channels, as well as on social media such as Instagram, TikTok, and X. The largest of which is their English channel, which has grown to nearly 10 million subscribers! You can check out our channel at https://www.youtube.com/@MaizenOfficial. To help reach the largest possible audience, we produce content in many different languages, the Chinese language videos can be watched on the Maizen World channel, at https://www.youtube.com/@MaizenWorld. This connection with their growing fanbase is a testament to their hard work, passion, and continuous pursuit of what would make people laugh. They are very fortunate to have reached fans from all around the world and are always delighted to receive and reply to numerous fan letters from various countries every day!
Their licensing campaign has been ongoing in Japan for the past five years. Over this time, they have led several successful product launches
and collaborations across multiple product categories. During this time they have been fortunate to see great interest in their brand, for which we have their loyal fans and hardworking team to thank. These collaborations have allowed them an excellent opportunity to provide new and returning fans alike with a fun opportunity to show their support. They are always looking for new opportunities for Maizen to collaborate with unique and exciting companies!
From August to September 2024, they were fortunate to collaborate with the worldwide merchandising company Juniper to bring their first wave of official Maizen merchandise to fans around the world! For a limited time, fans from over 160 countries were able to express their love for JJ and Mikey by bringing home their very own official Maizen apparel and plush toys!
their fans across the globe, reflected both in sales, and on social media.
Their merchandise is made with durable premium material, perfect for both play and display! They strive to embody the world of Maizen and its characters in the merchandise they create. They are very grateful to have received such great support from
After the resounding success of their first worldwide merchandise launch, they are very excited to announce their upcoming Holiday 2024 product launch! Fans from around the world will be able to bring home an even wider range of official Maizen merchandise from their online store Maizen.shop, including not only JJ and Mikey, but also the official debut of Carrie and Banana Kid too! More details on the contents and release date of the Holiday 2024 product launch will be revealed in the coming months.
Those interested can can stay up to date on all the upcoming news and announcements by visiting the website Maizen.com, or by following Maizen on their social media channels. The owners are looking forward to having another opportunity to introduce themselves to so many new people, and to spread awareness of their brand in a whole new medium! As a brand, Maizen has been fortunate to cultivate an active and passionate fan community across the world, a community in which they strive to grow and show their deep gratitude at every opportunity.
Merchantwise Group, a globally renowned licensing agency headquartered in Melbourne, Australia, with deep expertise in the gaming and digital sectors, announced recently it is expanding its partnership with Activision Blizzard to support their licensing businesses and consumer products distribution in Europe, Middle East, Africa (EMEA) and the Asia Pacific region.
Merchantwise has represented Activision Blizzard’s licensing interests in Australia and New Zealand since 2020.
Sally Xia can be reached on sallyx@ merchantwise.com
MERCHANTWISE TO DEVELOP PROGRAM FOR ACTIVISION BLIZZARD IN EMEA AND ASIA PACIFIC
Activision Blizzard is known for iconic video game franchises, including Call of Duty®, Warcraft®, Overwatch®, Diablo®, Crash Bandicoot® and StarCraft®, which are played by hundreds of millions of people around the world on console, mobile and PC.
Activision Blizzard Consumer Products Senior Director Fung Thai states, “We are thrilled to expand our international relationship with Merchantwise Group across additional regions. With the team’s talent and overall knowledge of the gaming business, we are happy to add their support to our global licensing presence in markets around the world. We strive to innovate and deliver the best-in-class consumer products for our fans globally and are excited to have the Merchantwise Group help in achieving that success.”
APAC, Sally Xia has been appointed as Licensing Director, North Asia and will work with Philippe Bost across the local Asian markets to secure licensing and partnership opportunities for Activision Blizzard. A senior and experienced leader in consumer product and licensing business development across online and offline retail operations in the Asia Pacific region, Sally has extensive skills across licensing, e-commerce, local and cross-region wholesale and retail as well as category and franchise development strategy.
Merchantwise Group CEO Alan Schauder said, “Merchantwise is honored and incredibly thrilled to be expanding our relationship with Activision Blizzard across EMEA and Asia Pacific for gaming brand giants, including Call of Duty®, World of Warcraft®, Diablo® and Overwatch® We look forward to bringing innovative new consumer products and brand extensions to millions of gaming fans in these markets.
“As a result of this appointment Merchantwise is expanding its international reach with a talented and experienced team led by former Activision Blizzard Vice President of International Consumer Products, Philippe Bost who will oversee the international licensing programs across these markets. Based in Europe, Philippe has 30 years of experience in senior international licensing and retail roles and has been employed by global
giants including Disney and Mattel. Schauder mentions, “We are delighted to welcome Philippe Bost to head up our international licensing team based in Europe. Philippe is a highly respected licensing industry leader with deep expertise in the video game industry. His knowledge, experience and leadership will be invaluable to the success of the programs across EMEA and the Asia Pacific regions.”
Merchantwise Managing Director EMEA, LATAM and North Asia Philippe Bost said, “To join Merchantwise with the purpose to establish and build its international licensing and consumer products business is an amazing opportunity and is a role I am truly excited to take on. I am beyond thankful to the Merchantwise board for putting their faith in me to lead this expansion. We are ambitious and excited to develop Activision Blizzard consumer products’ portfolio with the best international partners to deliver innovative and must-have licensed products for fans in both regions.”
Based in Merchantwise’s office in China, former Activision Blizzard Director of Consumer Products Licensing
Commenting, Philippe and Sally said, "In April this year, Blizzard Entertainment announced its partnership with NetEase to relaunch the games to the China market.
As the Licensing Agency, our professional team is committed to providing excellent business management and services to Blizzard Entertainment and our licensing partners. We are thrilled to witness the ongoing enthusiasm of Chinese Gamers for the return of games such as World of Warcraft, Hearthstone, Diablo, and Overwatch. This enthusiasm has already translated directly into increased demand for Blizzard licensed merchandise. In just a few short months, we are excited with the significant growth in the sales of Blizzard licensed products, including collectibles, statues, toys, figurines, 3CE, peripherals, apparel, and lifestyle products. At the meanwhile, more and more partners are showing strong interest and seeking the licensing partnership with Blizzard. We are actively working to expand Blizzard’s IP licensing business not only in China but also in international markets, with the goal of providing players with a wider range of high-quality licensed products."
The Museum of Fine Arts, Boston amplifies its global licensing presence collaborating with leading and innovative Chinese consumer brands
The Museum of Fine Arts, Boston, has joined forces with Kayou, the dominant Chinese brand in the gaming and collectible card industry to launch themed-educational card packs that take inspiration from the MFA’s encyclopedic collection.
The MFA, in collaboration with Kayou curated multiple collection card packs that feature various art movements and artistic styles, including modern and abstract art, ukiyo-e prints, and Impressionism that feature artworks by masters such as Pierre-Auguste Renoir, Paul Cezanne and Vincent van Gogh.
Additionally there is an assortment of creative thematic card sets titled “Angel Cards”, “Muse Cards”, “Fragrance Cards”, “Fairy Tale Cards”, and “Fashion Cards.” Each themed pack captures the inner strength, spirt and independence of contemporary women. Cutting-edge techniques such as
double foil gold stamping, varnish, and scent-infused ink add texture, shimmer and fragrance to the artworks reproduced in the collectible packs. Riding the collectibles craze, the MFA has partnered with Chinese brand POP MART, a global force in pop culture and entertainment, known for its editions of original collectible toy characters and blind box options. The MFA and POP MART’s first collab is an iconic-cross over with POP MART’s SKULLPANDA and the artwork of Austrian Expressionist painter Egon Schiele.
The collectible toy is available in two sizes and is being sold in POP MART stores and online across Asia and Australia. The product appeals to toy as well as art enthusiasts and engages the youth culture in a dynamic way.
The MFA’s collaboration with realme, a young and innovative smartphone brand, has merged art and innovation, borrowing inspiration from the legendary master of Impressionism, Claude Monet to the realme 13 Pro Series. Through the licensing partnership, realme has adapted the Impressionist style for younger generations worldwide through the integration of art and cutting-edge technology.
The design of the realme 13 Pro Series merges Impressionist elements with advanced technology to bring Monet’s artwork to life in a completely new way. Taking inspiration from Claude Monet’s depictions of nature and beauty, the realme 13 Pro Series design captures the dazzling effects of light and color from two masterpieces, Grainstack (Sunset) and Water Lilies. The golden grainstacks and purple water lilies have been transformed into two color variants – Monet Purple and Monet Gold. Both smartphone models feature a frosted glass material crafted with a unique flash gold process, reproduced by millions of shimmering particles that meld together
on the frosted high-gloss that capture Monet’s brushstrokes and the fleeting moments in his paintings.
Both the MFA and Trodat share over a hundred year history with their respective audiences. Working together, they have launched the Art Stamp Collection, a fun and creative art activity. The Art Stamp Collection features six unique stamp designs, six vibrant ink pad colors, eighteen distinctive impres-
sions, and six hundred and forty-eight possible combinations. These stamps offer a delightful way to create your own masterpieces, making it quick and easy to reproduce unique versions of the MFA’s world-renowned paintings and prints. The stamp is a perfect tool for creating, learning and engaging with fine art, and is a great gift for art enthusiasts. Stamping is not just a craft; it’s an art form in itself.
The Museum of Fine Arts, Boston is represented exclusively by Alfilo Brands in the Greater China region. Please contact lisa.zhang@alfilo.com for inquiries.
The BrandTrends Group unveils some major findings from its most recent research worldwide.
Their research provides insights into how different age groups engage with entertainment brands, shedding light on key trends, opportunities, and challenges for licensors, licensees, and retailers operating in this lucrative space.
If you would like more information about this topic, please contact Philippe GuinaudeauBrandTrends at philippe.guinaudeau@ brandtrends.ai.
NAVIGATING GROWTH, COMPETITION AND CHANGE IN THE CHINESE LICENSING MARKET
Opportunities abound for the agile and adaptable
China, with its rapidly growing middle class and increasing disposable income, is a key market for entertainment licensing.
The current research focuses on individuals aged 0 to 65, a demographic that represents a wide spectrum of preferences, media consumption habits, and cultural influences. This age diversity is a defining characteristic of the Chinese market.
The country’s deep history of cultural values, combined with its embrace of modern consumerism, creates a unique environment where global entertainment brands, often with crossgenerational appeal, thrive. However, there are notable differences in preferences among children, teens, young adults, and middle-aged consumers.
Key Trends in the Market
The research reveals several key trends driving the entertainment licensing sector in China, including the rising awareness of international brands, the growth of digital entertainment, and the influence of gender and age on brand perception.
RISING AWARENESS OF INTERNATIONAL BRANDS
One of the standout findings from the research is the significant increase in the number of brands known to Chinese consumers, with a total of 556 different entertainment brands now recognized — a 13% jump from last year (and we all know there are thousands of available brands and characters available for licensing!). This trend
is driven by the increased availability of international content, the rise of global streaming platforms, and a shift in consumer preferences toward foreign franchises.
China’s youth, in particular, are highly attuned to global trends, with brands like Disney, Marvel, and LEGO leading the way. The success of these brands can be attributed to their ability to cross cultural boundaries, providing content that resonates across various media formats, including films, television series, and merchandise. However, this does not mean that local Chinese brands have been completely sidelined. The success of Bonnie Bears, which ranks fourth in terms of consumer recognition, shows that there is still room for homegrown brands, though they increasingly face stiff competition from global players. International brands, with their extensive marketing budgets and well-established franchises, are pushing national brands to innovate and adapt or risk losing market share.
THE SHIFT TOWARD DIGITAL ENTERTAINMENT
A notable shift in consumer behavior, especially among younger age groups (children 0 to 14 years old), is the growing dominance of digital entertainment. Video game properties, in particular, have seen a surge in popularity, reflecting the increased penetration of digital devices and mobile gaming platforms in Chinese households. The BrandTrends research identifies several video game brands, mostly international but also including the Chinese newly Genshin Impact, as among the top licensed properties in China. This trend points to a broader shift in how children and young adults interact with entertainment. Unlike older generations who primarily consumed content through traditional media like television and cinema, today’s younger con-
sumers are deeply embedded in digital ecosystems, where video games, social media, and streaming platforms reign supreme.
INCLUSIVITY ACROSS GENDER AND AGE
Another key finding from the research is the inclusive nature of brand recognition in the Chinese market. Of the 556 brands mentioned, 44% are recognized by both men and women, while 32% are mentioned primarily by women. Interestingly, this inclusivity extends across different age groups, indicating that entertainment brands in China often enjoy a cross-generational appeal.
This inclusivity trend suggests that family-oriented licensing strategies could be particularly effective in China, where entertainment brands have the potential to connect with parents and children alike.
THE GROWING INFLUENCE OF ANIME AND JAPANESE BRANDS
Japanese entertainment brands and anime continue to enjoy significant popularity in China, particularly among younger audiences. The cultural affinity between China and Japan, coupled with the rise of anime as a global phenomenon, has made brands like Naruto, One Piece, and Dragon Ball highly recognized and favored among Chinese consumers.
This trend is part of a broader movement toward Asian cultural products, which are increasingly embraced by Chinese consumers. For licensors and licensees, this presents an opportunity to explore collaborations with Japanese brands or invest in animeinspired merchandise that resonates with China’s youth.
UNDERSTANDING THE UNDERLYING REASONS BEHIND THESE TRENDS
Several factors contribute to the mar-
ket trends observed in China, including changing consumer preferences, increased exposure to global media, and technological advancements.
• Cultural globalization: As Chinese consumers become more connected to global trends through streaming platforms, social media, and digital content, their exposure to international entertainment brands has increased dramatically. This has fueled the growth of foreign brands like Disney, Marvel, and LEGO, which now dominate the market.
• Rising consumer affluence: With the growth of China’s middle class, consumers have more disposable income to spend on entertainment products, including licensed merchandise. This is particularly evident in urban centers where access to branded products is more widespread, and consumers are eager to buy products that reflect their media consumption habits.
• Digital transformation: The proliferation of digital devices, mobile gaming, and streaming services has fundamentally altered how Chinese consumers engage with entertainment. Video games and digital-first content are now at the forefront of licensing opportunities, and brands that can adapt to this shift will find significant opportunities for growth.
• Cross-generational appeal: Chinese consumers, particularly those born after the 1980s, have a deep
connection with the entertainment brands they grew up with. For example, older millennials may continue to engage with brands like Marvel and LEGO as they transition into parenthood, creating a multi-generational appeal that drives both adult and child consumers to licensed products.
SEIZING THE OPPORTUNITIES: STRATEGIC DIRECTIONS FOR MARKET PLAYERS
In this dynamißc and diverse market, there are several clear paths to success for licensors, licensees, and retailers:
1. Leverage digital platforms: Brands need to create seamless digital experiences that engage younger consumers. This could mean launching digital collectibles, integrating AR experiences, or linking licensed products to mobile apps and games.
2. Capitalize on cross-demographic appeal: Develop products and marketing campaigns that appeal to multiple age groups and genders, particularly focusing on family-oriented brands that resonate with both children and parents.
3. Collaborate with global brands: While local brands still hold some sway, the overwhelming and growing dominance of foreign brands presents opportunities for collaborative partnerships with established international licensors, including the Japanese ones.
TO SUMMARIZE
The Chinese entertainment licensing market presents immense opportunities but requires a sharp, adaptive strategy to succeed. The landscape is diverse, highly competitive, and increasingly driven by international brands, digital entertainment, and evolving consumer preferences. The challenges are significant: intense competition from global players, strict regulations, varied demographic targets, and the need to continuously adapt to rapidly changing trends.
However, for those willing to navigate these complexities, the rewards are substantial. With over 556 (and growing) brands gaining recognition across a broad age range, and growing demand for licensed products tied to both traditional and digital entertainment, the potential for growth is undeniable. Success in this market will require agility, an understanding of both local and global consumer behaviors, and the ability to create compelling, cross-generational experiences.
In short, the future of entertainment licensing in China is filled with immense potential for those who are prepared to innovate, adapt, and compete in an ever-evolving landscape.
ABOUT THE REPORT
The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within China. All mentions were spontaneous, and carefully edited to reflect the Chinese preferences and choices. The most crucial aspect is that it predicts product category purchasing intentions. The service reports on 11,500+ different Entertainment, Fashion, or Sports brands four times a year, and interviews 200,000+ people ranging in age from infants to seniors in 42 countries.
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 high-quality 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.
CHINA TOY TRENDS
According to a number of reports, the market in China for toys is being driven by inflating disposable income levels of the masses. Furthermore, there is a shift in preferences from traditional toys to modern and high-tech electronic toys as they contribute to enhancing IQ, enhancing motor skills, improving concentration and creativity, and promoting personality and communication skills which is further strengthening the market.
In addition, the increasing use of smartphones, relatively easy access to internet connectivity, and the rise of ebanking systems are also contributing to the market’s expansion.
Several leading players in the industry are focusing on developing innovative toys using eco-friendly materials such as cork, clay, and bamboo, thereby supporting the overall growth of the sustainable market. Additionally, the growth of organized distribution channels and the emergence of the e-commerce industry, which offers doorstep delivery and secure payment methods, are creating a very positive market outlook. Other factors, such as the increasing influence of social media and
the presence of strong income levels among the masses, are also impacting the market.
Market Trends and Drivers: Increasing Parental Concerns
Parents in China have become increasingly concerned about the safety of toys due to a number of past incidents involving substandard or hazardous products. Manufacturers and retailers are responding to these concerns by ensuring their products undergo thorough testing and certification processes to guarantee safety.
This is creating a positive market outlook. Moreover, with the rise of digital toys and smart devices, parents are increasingly concerned about online safety and privacy. They deliberately seek out toys that have robust security measures, protect children’s personal information, and provide a safe digital environment. Furthermore, the continual development of toys that incorporate educational elements, such as building blocks, puzzles, coding toys, and science kits is providing a boost to the market across China.
Rising implementation of government policies
The Chinese government has implemented various policies, such as providing tax incentives, subsidies, and financial support to encourage investment in toy production facilities, research and development, and innovation to support domestic toy manufacturing and promote the development of the industry. These policies aim to strengthen the domestic toy industry, enhance competitiveness, and reduce reliance on imported toys. Moreover, and importantly, they have taken measures to improve the enforcement of intellectual property rights (IPR) in the toy industry. This has led to increased protection of patented designs, trademarks, and copyrights. In addition, the government has implemented import and export regulations that also impact the toy market as these regulations govern the import of toys, including safety certifications, customs procedures, and labelling requirements. The government imposes export standards to ensure that toys meet the quality and safety requirements of target markets.
Total Licensing 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.
One new studio’s mission to elevate NFTs, blockchain, AI, data compression 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.
We’ve enclosed 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, meaning 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 multi-year 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 long-time for it to be genre-defining, and the response from studios and other rights holders reinforces that it’s a game changer. 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 asked Peter about international rollout and plans for the Chinese market. Peter responded “It’s absolutely our intention to publish the game globally. The game system and story-arc means we can accommodate cultural phenomena into the game, and adopt IP that’s both popular and relevant in a specific geography. China is a good example. There is a rich heritage of storytelling and an enormous gaming market. The Chinese market represents a significant opportunity for us to embrace local IP, meaning Chinese gamers have a cultural stake in a global game. I don’t think that’s been done before.”
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 real 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.
