Kennedy Publishing - Acquiring Licenses

A conversation with Sophie Rowlands, Kennedy Publishing’s Licensing Director

Kennedy Publishing:

The Acquisition Publisher of Choice

Tell us about your exciting acquisitions for 2023

Kennedy Publishing are first and foremost an acquisition publisher and we’ve built a successful business model for taking on titles over the last 18 years, with multiple launches on the horizon for 2023. We can confirm that Kennedy will be publishing Top of the Pops and Go Jetters magazines, both of which are licensed from BBC Studios. Go Jetters will join our strong portfolio of pre-school acquisitions, including Peter Rabbit, Octonauts and Mr Tumble. The brand encourages children to be excited by adventure and exploration while learning about our planet. Top of the Pops first

launched in 1995, and at its peak sold over 100,000 copies per issue. Kennedy are proud to have been able to save this title from closure and now have the opportunity to keep this heritage brand going.

What are your plans to develop these titles going forward?

Both titles will be given what has come to be known in the industry as the ‘Kennedy Effect’: an editorial, gift, design and distribution refresh that ensures our magazines are some of the highest quality offerings on the newsstand. This is achieved by our specialised team that can give each title the attention it needs to deliver unique, high-value products that educate and engage children. We will also be exporting both titles, for the first time ever, to overseas English-speaking territories including Australia and New Zealand.

What do you look for when acquiring titles?

With our years of experience, we can pinpoint successful brands that have the potential for further growth. We focus on identifying brands that are trusted by parents and children, brands that have engaging stories behind them and heritage or evergreen brands that need reinvigorating with a fresh outlook and approach. When we acquire a new title, we have a long-term vision — many titles in our portfolio have been published for over ten years. The most important thing to consider is how our readers would respond to the brand. If it’s trusted and likeable then, regardless of a brand’s presence on television or in toy aisles, we can make it work.

Can you tell us about your previous acquisition success stories?

Since our formation in 2005, we have acquired over 20 titles. Acquisitions are in our company DNA and we are committed to bringing children their favourite brands. We have increased sales on some acquisition titles by over 90%, including Barbie and Blaze and the Monster Machines. Our transformation of these sales figures has allowed us to build trust with licensors and established Kennedy as the acquisition publisher of choice, which has contributed to our ranking as the second-largest children’s magazine publisher in the UK.

Anything else you’d like to share about Kennedy’s outlook on 2023?

Acquisitions will always be the backbone of what we do but we are consistently proving ourselves as a fantastic publisher for new brands too. We don’t just capitalise on the initial launch popularity but ensure we nurture brands for long-term growth, meaning the magazines can remain on the market for many years to come! Many of our titles have outlived the brand’s TV shows and toy lines. We are undoubtedly entering a time of uncertainty for the children’s magazine market but by continuing to focus on what we do best, producing highquality, educational and fun magazines for children, we are confident that we will weather the storm. Watch this space for even more acquisition announcements…

PUBG MOBILE PARTNERS WITH MASERATI

One of the world’s greatest mobile battle royales shifts into high gear as Maserati’s performance vehicles are introduced to the battlegrounds PUBG Mobile, one of the world’s most popular mobile games, recently announced a partnership with globally renowned car manufacturer Maserati. The deal, which was facilitated by Endeavor-owned IMG, gave players a chance to command some of Maserati’s first-class sports cars in-game. Internationally recognized by its iconic trident, Maserati planted its roots in Bologna, Italy in 1914 and now continues to push boundaries internationally with its innovative design and drive for excellence worldwide. The brand has developed a reputation as an arbiter of Italian elegance, and is known for its forward-looking perspective. The cars introduced in Pubg Mobile included the super sportscar MC20, Maserati’s lightweight yet powerful coupe with a 3.0 litre twin-turbo V6 engine, and the robust but stylish Levante, Maserati’s SUV offering, as well as a special unlockable surprise vehicle. Players were able to take the wheel of Maserati’s sports cars from November 18 through December 31, 2022. “We’re always looking to provide players with partnerships that enrich the PUBG Mobile experience. With Maserati’s historic record of remaining at the forefront of their industry, they made the perfect partner for us to collaborate with,” said Vincent Wang, Head of PUBG Mobile Publishing at Tencent Games. “We’re thrilled to help bring together the worlds of automotive design and interactive gaming as the virtual world expands and becomes more crucial to the development of global technology as a whole.” Sum Huang, CEO of Endeavor China, added: “PUBG Mobile and Maserati are both widely considered as some of the most influential and coveted brands among young generations. As Maserati’s licensing agency, we feel extremely privileged to land this great IP in PUBG Mobile, providing game users a brand-new experience with worldclass sports cars.”

FAMILY RACING EVENTS FOR MIRACULOUS

ZAG has signed with BTS Eventos to develop and promote a series of branded family racing events across Brazil, Chile, Argentina, and Peru, based on Miraculous - Tales of Ladybug and Cat Noir. The first races will take place in Brazil where Marilson Dos Santos—a two-time champion of the New York Marathon and the first South American to win the race, three-time champion of the Corrida de San Silvestre and Finalist in London 2011 - is confirmed to participate. The inaugural event is a walk and run at the Villa-Lobos Park in São Paulo on February 12, expected to attract over 5,000 fans of the show who will have access to superhero characters Ladybug and Cat Noir as well as themed activities. Each participant will receive a kit with a t-shirt, chest number, and participation medal, with premium kits also to include various items. Fans can also choose to participate in shorter or longer races depending on age and ability. Miraculous races are also currently in the works in Brazil in Belo Horizonte, Porto Alegre, and Rio de Janeiro, with the latter also having a roller-blading option. The runs in Chile and Argentina will take place in Q2, 2023, and 2024 “We are so excited to have partnered with BTS Eventos to create these live experiences for our Miraculous fans that combine healthy sporting activities and entertainment,” explains Angela Cortez, VP, Licensing, Latin America and Canada. “Miraculous has captured the hearts of kids and families across the region. We can’t wait to kick-off this event in Brazil where brand awareness for Miraculous is high, at 88% according to a recent report by Brand Trends International.” The new events follow ZAG’s successful promotion at Emoción Deportiva on July 17, 2022, in Mexico, featuring Miraculous branded merchandise. Parents and children ran in pairs, and runners received an exclusive Miraculous bag, medal, face mask and t-shirt with options of 1, 2, 3, and 5-kilometer runs.