TOTAL LICENSING
SPOTLIGHT ON
With a population approaching 30 million, the Benelux countries are nestled at the heart of Europe. Collectively, Belgium, the Netherlands and Luxembourg have some of the highest GDP per capita and digital access in the territories is approaching 100%. Of course, some of the properties that have come out of the region are world renowned - such as The Smurfs and Miffy. On the following pages we take a look at the activities of some of the key licensors and agents working in the Benelux region. J&M Brands B.V. is a leading independent licensing agency in the Benelux, a dynamic company founded in 2012 by Jannienke Mulder and Monique Beck. Within a short period J&M Brands has built up an impressive portfolio with many globally beloved brands such as: Hard Rock, Bob Ross, The Voice, Cry Babies, Hello Kitty, Miraculous, Care Bears, Sesame Street, Mr. Bean, Love Is…, Beyblade, Peter Rabbit and many more. The founders are two creative women, with over 25 years of experience in licensing, brand management and marketing. Each with her own strength, and together with their fantastic team, J&M Brands is perfectly able to position a brand in the market, create tar-
geted brand awareness and lift a brand to a new level. They do this with a professional, passionate, personal and powerful approach that focuses on profitable results. J&M Brands B.V. is an all-round partner that has an undeniable expertise in brand licensing. Even in these challenging times of Covid-19, J&M Brands has managed to welcome a lot of interesting new licensee partners for various brands. For Hello Kitty we’ve partnered up with Canenco, Durabo, Speelgoedland and The New Ways adding sustainable pluche, make-up, jewelry, watches, stationery, gift products to the Hello Kitty portfolio and Vondels Amsterdam is in the process of creating beautiful, stylish Christmas ornaments ready to hit stores this year. J&M Brands proudly presented for Valentine’s day, some new brokered deals for the worldwide known brand Love is…! Hallmark, Your Surprise and Hole in the Wall have been adding greeting cards, print-on-demand-products, accessories and gift items to the already impressive Love is… product portfolio in the Benelux market. Last but not least, for Miraculous J&M Brands brokered successful licensing deals for bedding, apparel
and stationery and accesoiries products with great partners like Aymax, Vadobag, Canenco and van der Erve to add even more success to this powerful brand. WildBrain CPLG’s Benelux office was first established in 1991 and is currently home to a team of 12 based in Amstelveen, just outside Amsterdam. The office also functions as the ‘back-office’ for WildBrain CPLG’s Northern Europe operations, including the Nordics and CEE regions. The team’s representation portfolio in Benelux spans entertainment and preschool brands, including My Little Pony, PAW Patrol, Baby Shark, Sonic the Hedgehog, emoji – The Iconic Brand, and Peppa Pig; alongside classic
character brands, such as Peanuts, Pink Panther; lifestyle brands, like Mohammed Ali, Marilyn Monroe and MTV; and local brands, such as Touzani and Hamsta. Additionally, in line with the growing popularity of gaming brands locally, WildBrain CPLG continues to add new IP in this space and represents iconic properties, such as Tetris
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